TY - JOUR
T1 - Online hotel booking
T2 - The effects of brand image, price, trust and value on purchase intentions
AU - Lien, Che Hui
AU - Wen, Miin Jye
AU - Huang, Li Ching
AU - Wu, Kuo Lung
N1 - Publisher Copyright:
© 2015 College of Management, National Cheng Kung University. Production and hosting by Elsevier Taiwan LLC.
PY - 2015/12/1
Y1 - 2015/12/1
N2 - Leisure travelers increasingly prefer to book hotel online when considering the convenience and cost/ time saving. This research examines the direct and mediating effects of brand image, perceived price, trust, perceived value on consumers' booking intentions and compares the gender differences in online hotel booking. The outcomes confirm most of the direct and indirect path effects and are consistent with findings from previous studies. Consumers in Taiwan tend to believe the hotel price is affordable, the hotel brand is attractive, the hotel is trustworthy, the hotel will offer good value for the price and the likelihood of their booking intentions is high. Brand image, perceived price, and perceived value are the three critical determinants directly influencing purchase intentions. However, the impact of trust on purchase intentions is not significant. The differences between males and females on purchase intentions are not significant as well. Managerial implications of these results are discussed.
AB - Leisure travelers increasingly prefer to book hotel online when considering the convenience and cost/ time saving. This research examines the direct and mediating effects of brand image, perceived price, trust, perceived value on consumers' booking intentions and compares the gender differences in online hotel booking. The outcomes confirm most of the direct and indirect path effects and are consistent with findings from previous studies. Consumers in Taiwan tend to believe the hotel price is affordable, the hotel brand is attractive, the hotel is trustworthy, the hotel will offer good value for the price and the likelihood of their booking intentions is high. Brand image, perceived price, and perceived value are the three critical determinants directly influencing purchase intentions. However, the impact of trust on purchase intentions is not significant. The differences between males and females on purchase intentions are not significant as well. Managerial implications of these results are discussed.
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U2 - 10.1016/j.apmrv.2015.03.005
DO - 10.1016/j.apmrv.2015.03.005
M3 - Article
AN - SCOPUS:84950243657
SN - 1029-3132
VL - 20
SP - 210
EP - 218
JO - Asia Pacific Management Review
JF - Asia Pacific Management Review
IS - 4
ER -