ABSTRACT

This study investigates the effect of hotel website quality, social presence, affective commitment, and e-trust on travelers’ online hotel booking intentions. Smart-PLS software was applied to test the hypotheses. The results of this study explain how hotel website quality, social presence, affective commitment, and e-trust have a significant relationship with online hotel booking intentions. This study identifies how hotel website quality is a critical driver in developing affective commitment, e-trust, and online hotel booking intentions. Travelers who enjoy the social experience with the hotel website platform are more motivated to book a room at that hotel. This study confirms the vital role of social presence in enhancing e-trust and online hotel booking intentions and provides evidence of the importance of the holistic model in understanding travelers’ decision-making processes, especially when booking a hotel room.

摘要

本研究调查了酒店网站质量、社交存在、情感承诺和电子信任对旅行者在线酒店预订意向的影响。应用Smart-PLS 软件来检验假设。本研究的结果解释了酒店网站质量、社会影响力、情感承诺和电子信任与在线酒店预订意向之间的显着关系。本研究确定了酒店网站质量如何成为发展情感承诺、电子信任和在线酒店预订意向的关键驱动因素。喜欢酒店网站平台社交体验的旅行者更有动力在该酒店预订房间。