| Summary: | 碩士 === 國立成功大學 === 國際經營管理研究所碩士班 === 101 === Not only is there a growing frequency in its usage, Internet also as a promising distribution channel for the hospitality industry provides consumers with opportunities of websites online booking of accommodations and in conjunction with a great amount of travel information. Thus, the primary purpose of this study is to examine the structural relationship between website quality and eWOM in SNSs considering both cognitive and affective trust as mediators towards hotel online booking intention.
Based on this study, it found that all the relationships were supported except the relationship of eWOM in SNSs and affective trust to online booking intention. However, in comparing the all relationship between with versus without online booking experience, it found that there was a significant different of the relationships between cognitive trust and affective trust. In addition, this study also found that respondents without booking experience would tend to rely on affective trust development while for the visitors that have experience tend to rely on cognitive trust development. Therefore, Hotelier and hotel agencies should further understand about customer behavior to improve their website quality, seriously concern about the impact of eWOM in SNSs and Online trust perception in order to enhance and increasing visitor’s hotel Online booking Intention.
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