| Summary: | 碩士 === 龍華科技大學 === 企業管理系碩士班 === 106 === Online hotel booking, nowadays, is considered to be a fast, convenient and helpful way of reserving hotel rooms through the internet especially during the holidays and clearance seasons. Therefore, the proposed conceptual model was based on the ideas of the technology acceptance model (TAM) to explore consumers’ attitudes and purchase intention toward Online Hotel Booking. Online hotel booking is push on the top with tourism companies to get target customers. Therefore, the purpose of this study is to understand the consumers’ attitude towards online hotel booking and its impact on their purchase intention. Furthermore, the impact of factors that influence consumers’ attitude and purchase intention toward online hotel booking which are investigated. A total of 214 questionnaires were distributed and then the method used in this research includes descriptive analysis, reliability, factor analysis, correlation and regression. The empirical findings show that consumer attitude was positively correlated to perceived ease of use, perceived usefulness, information quality, trust and price. The analysis also revealed that the consumers’ attitude has a significant relationship with their purchase intention. Customers can see clearly that their demand will be push in the first and agencies make an effort to bring services which are suitable with these needs. The result of this study has contributed to marketing research in overall and hotel industry in online business as well as helping agencies to interact with potential consumers and the Vietnam hotel market.
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