A theoretical approach to determining the influence of e-comments on business travelers’ full-service lodging choices
Year: 2015
Type: dissertation
Study design: Observational Study
Abstract: This research focused on parameters of e-comments effecting business travelers` intention to purchase. In order to explore the relationships among attitudes toward e-comments (i.e., supreme service, quality of offered service, the value of money, hotel security, and service recovery), attitude toward positive or negative e-comments, ease of use, usefulness of e-comments, and subjective norm with intention to purchase, the Theory of Reasoned Action (TRA) and Technology Acceptance Model (TAM) were used. \nPanel database, which was provided by Qualtrics, was used to examine the hypotheses of this study. Data was collected from 275 business travelers who had a hotel stay in the last six months. This decision was made based on the e-comments he or she read in advance of the purchase. Results of hypotheses testing indicated that quality of offered service, the value of money, subjective norm, positive e-comments, and usefulness of e-comments have a positive effect of intention to purchase of business travelers. \nThe findings of this research can help both hoteliers and online-review website operators. Since business travelers are considered an important target market in the hotel industry, hoteliers need to put more emphasize on the factors to attract more business travelers. On the other hand, online-review website operators should facilitate the websites in the way that makes them easy to use by everyone.
Author: Faranak Memarzadeh
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2276577569