The present study is centered on mobile hotel reservations in the investigation of the interrelationships between value, attitude, satisfaction, and reuse intention in consideration of the moderating roles of the channel familiarity and the channel type. Utilizing a quantitative approach, the research hypotheses were tested using structural equation modeling and multiple-group analyses. The casual relationships proposed among the study variables were found to all be significant, and the importance of the utilitarian value was substantiated. Moreover, the analysis results denoted that the channel familiarity is an important moderator that affects the strength of the relationships between (1) the attitude and the reuse intention and (2) satisfaction and the reuse intention, which suggests that a different approach should be arranged for novice and expert users. Also, channel type moderated the links between (1) hedonic value and satisfaction, (2) utilitarian value and satisfaction, (3) attitude and the reuse intention, and (4) satisfaction and the reuse intention, which separately provided more relevant implications for the hotel owned and the third-party owned channels.

考虑到渠道熟悉度和渠道类型的调节作用，本研究的重点是移动酒店预订，以调查价值，态度，满意度和重用意图之间的相互关系。利用定量方法，使用结构方程模型和多组分析对研究假设进行了检验。研究变量之间提出的随意关系被发现都是有意义的，功利价值的重要性得到了证实。此外，分析结果表明，渠道熟悉度是影响（1）态度和重用意图与（2）满意度和重用意图之间关系强度的重要调节器，这表明应该为新手和专家用户安排不同的方法。此外，渠道类型还缓和了（1）享乐价值和满意度，（2）功利价值和满意度，（3）态度和重用意图以及（4）满意度和重用意图之间的联系，它们分别为以下方面提供了更多相关的含义：酒店拥有和第三方拥有的渠道。