| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 106 === The number of people who prefer to book hotel online is increasing when considering the convenience, cost and time-saving. However, comprehensive studies about customers’ intentions and online hotel reservations are limited in Vietnam. Therefore, this study intends to investigate the determinants of consumers’ intentions toward online hotel reservations in Vietnam.
This study attempts to test the applicability of the technology acceptance model (TAM) using its core constructs (attitude, perceived usefulness, and perceived ease of use), with the addition of the trust, perceived risk, self-efficacy, website quality variable, on the behavioral intention of booking a hotel online. In order to validate the model, a web-based questionnaire was applied and a total of 414 respondents who are travel to Vietnam.
The results found out that the Vietnamese consumer's intention will be affected by the website quality, trust, self-efficacy, perceived risk, perceived usefulness and perceived ease of use. This study also beneficiary not only for the marketers but also researchers to understand the culture and also the consumer behavior of Vietnamese. The findings provide a more comprehensive picture of the attendances factor affecting hotel booking online in Vietnam. Besides, the finding also revealed that trust has a positive effect on perceived risk, perceived ease of use, whereas perceived usefulness did not. The study limitations and implications for the future research are suggested.
Keywords: The Technology Acceptance Model; Trust; Perceived risk; Self-efficacy; Website Quality, Booking intention.
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