| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 105 === When there are more and more online hotel bookers, it is important to know why they prefer one online booking channel among others. An online purchase intention model toward online hotel booking websites was proposed and verified by a quantitative questionnaire survey, aiming to have a better understanding of the channel selecting criteria. This study reveals what factors will affect online hotel bookers and take a look at the relationship between online search intention and online purchase intention. The study also wants to examine the role of moderators in the model, since the consumer characteristics may affect their purchasing process. As the result, the study takes purchase involvement, susceptibility to eWOM and past online hotel booking experience into account as moderators.
Structural Equation Model (SEM) was conducted to assess the hypotheses and the result indicates that intentions to search and purchase via online hotel booking websites are determined by both product related factors and website related factors. Moreover, there is a positive relationship between online search intention and online purchase intention. However, the study fails to testify the moderation effects. Nevertheless, the study discovers the role of online search intention as a mediator, demonstrating partial mediation between website factors and online purchase intention and full mediation between product factors and online purchase intention. The theoretical contributions of this study and the practical implications are discussed and future research directions are detailed.
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