Online purchase intention of hotel room reservations via online travel agents

In Malaysia although most domestic consumers book their hotel room via hotel websites, the trend is towards online travel agents booking. Only 34 percent of domestic consumers book their hotel room via online travel agents. Hence, the main aim of this research is to empirically verify the determinan...

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Main Author:	Kok, Li-Ming Adeline
Format:	Thesis
Language:	eng eng eng
Published:	2019
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/9055/1/Deposit%20Permission_s93511.pdf https://etd.uum.edu.my/9055/2/s93511_01.pdf https://etd.uum.edu.my/9055/3/s93511_references.docx
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id	my-uum-etd.9055
record_format	uketd_dc
spelling	my-uum-etd.90552022-02-13T06:53:32Z Online purchase intention of hotel room reservations via online travel agents 2019 Kok, Li-Ming Adeline Nik Mat, Nik Kamariah Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. In Malaysia although most domestic consumers book their hotel room via hotel websites, the trend is towards online travel agents booking. Only 34 percent of domestic consumers book their hotel room via online travel agents. Hence, the main aim of this research is to empirically verify the determinants of consumers’ online purchase intention of hotel room reservation via online travel agents. The study employed a quantitative research approach to examine trust, perceived price, perceived usefulness and perceived ease of use and their relationships with consumers’ online purchase intention of hotel room reservation. The mediating effects of perceived usefulness and perceived ease of use are also examined. The survey instrument consists of 39 items. Through quantitative approach, 600 questionnaires were distributed to 600 domestic tourists in three states in Malaysia namely Selangor, Perak and Kuala Lumpur through hotel intercept method. 402 questionnaires were returned representing a 67 percent response rate. The data were analysed using structural equation modelling analysis method which produces eleven significant relationships. The findings of the study indicated that trust, perceived ease of use and perceived usefulness are significant direct determinants of online purchase intention of hotel room reservation. Perceived ease of use and perceived usefulness are found to mediate the relationships of perceived price and trust on online purchase intention of hotel room reservation. This study provides valuable insights to marketers of online travel agents and hotel marketers. Online travel agents and hotels can use the findings of this study to strategise more user-friendly and trustable websites that provide relevant information to consumers in order to encourage more online hotel room bookings. 2019 Thesis https://etd.uum.edu.my/9055/ https://etd.uum.edu.my/9055/1/Deposit%20Permission_s93511.pdf text eng public https://etd.uum.edu.my/9055/2/s93511_01.pdf text eng public https://etd.uum.edu.my/9055/3/s93511_references.docx text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Nik Mat, Nik Kamariah
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Kok, Li-Ming Adeline Online purchase intention of hotel room reservations via online travel agents
description	In Malaysia although most domestic consumers book their hotel room via hotel websites, the trend is towards online travel agents booking. Only 34 percent of domestic consumers book their hotel room via online travel agents. Hence, the main aim of this research is to empirically verify the determinants of consumers’ online purchase intention of hotel room reservation via online travel agents. The study employed a quantitative research approach to examine trust, perceived price, perceived usefulness and perceived ease of use and their relationships with consumers’ online purchase intention of hotel room reservation. The mediating effects of perceived usefulness and perceived ease of use are also examined. The survey instrument consists of 39 items. Through quantitative approach, 600 questionnaires were distributed to 600 domestic tourists in three states in Malaysia namely Selangor, Perak and Kuala Lumpur through hotel intercept method. 402 questionnaires were returned representing a 67 percent response rate. The data were analysed using structural equation modelling analysis method which produces eleven significant relationships. The findings of the study indicated that trust, perceived ease of use and perceived usefulness are significant direct determinants of online purchase intention of hotel room reservation. Perceived ease of use and perceived usefulness are found to mediate the relationships of perceived price and trust on online purchase intention of hotel room reservation. This study provides valuable insights to marketers of online travel agents and hotel marketers. Online travel agents and hotels can use the findings of this study to strategise more user-friendly and trustable websites that provide relevant information to consumers in order to encourage more online hotel room bookings.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Kok, Li-Ming Adeline
author_facet	Kok, Li-Ming Adeline
author_sort	Kok, Li-Ming Adeline
title	Online purchase intention of hotel room reservations via online travel agents
title_short	Online purchase intention of hotel room reservations via online travel agents
title_full	Online purchase intention of hotel room reservations via online travel agents
title_fullStr	Online purchase intention of hotel room reservations via online travel agents
title_full_unstemmed	Online purchase intention of hotel room reservations via online travel agents
title_sort	online purchase intention of hotel room reservations via online travel agents
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2019
url	https://etd.uum.edu.my/9055/1/Deposit%20Permission_s93511.pdf https://etd.uum.edu.my/9055/2/s93511_01.pdf https://etd.uum.edu.my/9055/3/s93511_references.docx
_version_	1747828517377146880

Online purchase intention of hotel room reservations via online travel agents

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