影响在线酒店预订网站用户信任的因素分析

IF 0.7 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM

European Journal of Tourism Hospitality and Recreation Pub Date : 2020-11-26 DOI:10.2478/ejthr-2020-0009

R. Baki

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引用次数: 18

摘要

旅游业是一个快速发展的全球性产业，互联网技术在旅游业中的作用越来越重要。在线酒店预订网站(OHBW)已成为酒店服务营销的重要工具。本研究探讨了影响ohhbw用户信任感知的因素。使用结构方程模型对456名使用ohbw的消费者收集的数据进行了分析。结果表明，声誉、安全性、易用性和风险显著影响用户的信任感知。此外，信任感知对顾客忠诚有正向影响。因此，本研究旨在为希望增加客户信任并确保其忠诚度的ohhbw管理者和研究人员提供有用的发现。

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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Analysis of Factors Affecting Customer Trust in Online Hotel Booking Website Usage

Abstract Tourism is a rapidly growing industry worldwide, and internet technologies are becoming increasingly important in that industry. Online hotel booking website (OHBW) has become an important tool in the marketing of hotel services. In this study, the factors affecting the trust perception of OHBW users were investigated. Data collected from 456 consumers using OHBWs were analysed using structural equation modelling. The results showed that reputation, security, ease of use and risk significantly affected the user's perception of trust. In addition, the perception of trust has a positive effect on customer loyalty. As a result, this study aims to provide useful findings to OHBW managers and researchers who want to increase customer trust and ensure their loyalty.

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来源期刊

European Journal of Tourism Hospitality and Recreation HOSPITALITY, LEISURE, SPORT & TOURISM-

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