How Hotel Brand Website Contributes to Online Hotel Reservation on Consumer Review Website?

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2021-11-15 DOI:10.30519/ahtr.933696

N. Assarut, S. Eiamkanchanalai

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引用次数: 0

Abstract

While past research only attempted to investigate the impact of consumer review website characteristics on the hotel reservation behavior, this study incorporated both characteristics of hotel brand website and consumer review website into consideration. Impacts of the two types of websites on reservation behaviors in consumer review websites were examined. The moderating effects of consumer involvement and risk aversion factors were also considered. Three hundred and two respondents from the questionnaire survey were chosen from Bangkok metropolitan population aged 25-60, who experienced with online hotel reservations. The findings show that apart from the review website’s ease of use, information usefulness and price offered, brand website’s information usefulness also has positive impact on consumers’ decisions on the review website. However, brand website’s ease of use discourages the usage of the review website. High-risk aversion consumers tend to use the review websites, while high-involvement consumers pay less intention to the review websites’ information usefulness and are unlikely to use them. These findings will help managers effectively manage and design decision algorithm for their multi-channels of hotel e-commerce. The results explain dynamic, search sequence and interrelationship of current traveler’s behaviors. The source of their hotel search is both consumer review website and hotel brand website.

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酒店品牌网站如何促进消费者评论网站上的在线酒店预订?

以往的研究只是试图调查消费者评论网站的特征对酒店预订行为的影响，而本研究同时考虑了酒店品牌网站和消费者评论网站的特征。研究了两类网站对消费者评论网站预订行为的影响。研究还考虑了消费者参与和风险规避因素的调节作用。从问卷调查中选出了32名受访者，年龄在25-60岁之间，他们都有过在线酒店预订的经历。研究结果表明，除了点评网站的易用性、信息有用性和提供的价格外，品牌网站的信息有用性对消费者对点评网站的决策也有积极的影响。然而，品牌网站的易用性阻碍了评论网站的使用。高风险厌恶消费者倾向于使用评论网站，而高介入消费者对评论网站信息有用性的意愿较低，不太可能使用评论网站。这些发现将有助于管理者有效地管理和设计多渠道酒店电子商务的决策算法。研究结果解释了当前旅游者行为的动态性、搜索序列性和相互关联性。他们的酒店搜索来源是消费者评论网站和酒店品牌网站。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.