The Study of Key Factors Affecting Cross-Strait Consumer’s Selection of Online Hotel Booking Website- Using AHP Method

• Main Authors: XUAN, YE, 玄燁
• Other Authors: Lee, Chih Ming
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/hm9qb3

碩士 === 東吳大學 === 企業管理學系 === 105 === Nowadays, people travel in more diversified ways,such as backpacking and self-help travelling, these travel options are becoming more and more popular. In both China and Taiwan, many local and foreign OTA(Online Travel Agent) companies develope rapidly and compete fiercely since customers have a wide selection of OTAs(eg: Ctrip, ezTravel, Agoda, Booking.com,) Many OTAs offer low reservation price, various hotel products and bonus point collection to attract consumers to use their websites for making reservations. This study wanted to understand what are the factors impacting cross-strait consumers to select OTAs. First, through the literature we established a AHP framework of five dimensions and 19 factors, which affecting consumer’s selections of OTAs. We hope the results of this study could make government and OTA industry to much understand customer needs. Then, OTAs could design a website to make consumers more satisfied. The results of this study show that for mainland consumers, the top three important dimensions are product, service, and information; and the top five important factors are reservation price, withdraw fee, member benefits, interactivity, and product comparison. As for Taiwanese consumers, the top three important dimensions are product, information, and service; and the top five important factors are reservation price, authenticity, product comparison, diversity, and online comments and word of mouth. Finally, basing on the results of this study, we made some suggestions for governments and OTAs in cross-strait. We hope to help governments to make more useful policies and help OTAs to improve themselves to attract more consumers