| Summary: | 碩士 === 開南大學 === 觀光運輸學院碩士班 === 104 === AStudy of Online Hotel Booking in Taiwan
Abstract
In recent decades, the Internet plays an important role in the tourism industry. There are more and more hotel¬¬–booking websites and companies entering this highly competitive market. There are some factors influence consumer purchasing intention when they making their own choice on the hotel–booking websites based on social factors, cultural factors, personal factors, and psychological factors.Moreover, the Internet provides a convenient exchange of information easily among computers networks as well as help consumers to find various types of services, products, and business transactions that fits their requirement.
The research investigates and understands consumer behavior and purchasing intention in Taiwan. Regarding the research process, the researcher used the online survey method to send the questionnaires designed on various the abovementioned factors and the collected data was analyzed with SPSS.According to tourist’s booking hotel rooms when traveling around the world were asked to complete a questionnaire survey and we used the results from 242 respondents.The results show and discuss the consumer preferred purchasing intentions and explore the relationship between the variables of the research hypotheses. In summary, the exploration of consumer behavior forhotel¬–booking websites is this papers area of interest. After all, the research concludes with suggestions for hotel–booking websites and provides some ideas for future research.
Keywords: Consumer behavior, Hotel¬–booking, Consumer purchasing intention
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