The Effects of Perceived Value, Website Trust and Hotel Trust on Online Hotel Booking Intention
Year: 2017
Type: article
Study design: Observational Study
Abstract: With the rapid development of information technology in hotel booking context, it is no doubt that many hotels consequently enhance the needs of integrating information technologies into their overall business operations. In this study, we developed a research model which consists of perceived value, trust toward a third party online booking site, and trust toward hotels, and tested it by using partial least square techniques. Survey data were collected from 307 individuals who have prior experiences on making a reservation using third-party online booking sites. Based upon our findings, we found that the perceived value, which was affected by both price and quality, was positively related to individuals’ intention to book. We also found that both trust toward third-party online booking sites and trust toward hotels, which was influenced by online review, have positive impacts on individuals’ intention to book. The implications of these findings for both research and practice are discussed.
Source: Sustainability
DOI: 10.3390/su9122262
Institutions: SK Group (South Korea), Sungkyunkwan University, Daegu University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,896
OpenAlex ID: W2772669778