Relationship between Hotels’ Website Quality and Consumers’ Booking Intentions with Internet Experience as Moderator

ABSTRACT

This study examines how perceived hotel website attributes influence consumers’ booking intentions. From a dynamic view, this study integrates privacy, security and consumers’ perceived protection against online purchasing risks into the empirical model obtained from existing literature. Moreover, consumers’ Internet experiences, as a dynamic learning process, are considered a moderator in the relationship between website quality and booking intentions. Empirical results support the expected hypotheses concerning the effects of website dimensions on booking intentions wherein website usability and booking intentions are the strongest. Moreover, the power law of practice exists as daily and yearly Internet experience can moderate such causal relationship. Implications for hoteliers and future researchers are also presented at the end of this article.

摘要

本研究探讨了消费者酒店网站感知质量对在线预订意向的影响机制。基于动态视角, 本研究以隐私, 安全性和消费者感知风险作为自变量, 在线预订意向为因变量, 提出假设并建立模型。此外, 本研究认为消费者的网络使用经验是一种动态的学习过程, 因此, 本研究假设消费者的网络使用经验会调节消费者网站质量感知与预订意向之间的因果关系。通过分析大样本调查数据, 我们发现网站质量的三个维度对消费者预订意向均具有显著影响, 其中网站可用性对预订意向的影响程度最高。此外, 消费者的日均和年均上网经历均会调节感知质量对预订意向的影响。在文章末尾, 本研究提出了相关实践建议以及研究展望。

KEYWORDS:

• Hotel website usability
• hotel website functionality
• online booking intentions
• internet experience
• moderating effect

关键词:

• 酒店网站可用性
• 酒店网站有用性
• 在线预订
• 网络使用经验
• 调节效应

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This research was sponsored by the National Natural Science Foundation of China (grant No. 71802179) and the Education Department of Zhejiang Province, China (Project No. Y201636043).

Notes on contributors

Liang Wang

Liang Wang is Lecturer in School of Management at Zhejiang University, Hangzhou, China. Her research interests include online marketing and SEM applications in the tourism and hospitality area (E-mail: [email protected]).

Rob Law

Rob Law is Professor in School of Hotel and Tourism Management at The Hong Kong Polytechnic University, Kowloon, Hong Kong SAR, China. His research interests include information technology, internet, and E-commerce (E-mail: [email protected]).