Investigating consumer purchase decision based on switching barriers and decision postponement: moderating role of time pressure

Abstract

PurposeAlthough various booking platforms have been contributing to the dramatic growth of hotel industry, little research has been conducted to understand consumer psychological processes and behaviors in online hotel booking. To fill this gap, the current study examines the effect of switching barriers (switching cost and alternative attractiveness) on consumers' decision postponement and repurchase intention. Additionally, the moderating effect of time pressure in different phases of booking decision is investigated.Design/methodology/approachA total of 352 samples was collected through an online platform. Data analysis was conducted via Amos 23 (structural equation modeling) and SPSS 24 (descriptive analysis and PROCESS macro).FindingsResults show that switching cost and alternative attractiveness are two significant drivers of decision postponement and repurchase intention. Meanwhile, time pressure only has a significant moderating effect on the relationship between switching cost and decision postponement.Practical implicationsThe findings of this research reveal that hotel operations need to implement strategies to prevent customers' delayed booking decisions and overcome the influence of time pressure on customer decision-making.Originality/valueThese findings stress the importance of consumer perceptions of switching barriers and time span when making hotel reservations online. Hotel practitioners are encouraged to provide multiple human–computer interaction applications to attract novice consumers and increase their familiarity with booking process.