The Study Of The Application Of E-commerce In Hotels Based On Customer Perceptions

As the development of the society and the progress of the communication technology, E-commerce came up, interested all the society, and was planted in almost the entire commercial field.This article analyses the two modes of the applications of e-commerce in hotels based on the customer's perception:hotel-owned reservation Web site and the third party Web site (such as XieCheng and YiLong travel Web site). As an experimental study, this study tested whether the change of parameters of the Technology Acceptance Model can be used to analysis the attitude of customers to the two modes of the hotel reservation. According to the mature scale from aboard, a questionnaire about the perceived usefulness, ease of use, and security was designed. And the original guess of the relative among the three parameters was presented, and then takes the students in the collage as the survey. After recovering the questionnaire, the data is analyzed by the software SPSS and a result are obtained as follows:Firstly, in the process of using hotel-owned reservation sites, the key factor that determines which site that customers choose to book hotels is the perceived usefulness, and then the ease to use. However, in that of third-party Web sites, the key factor is the perceived ease of use, and then the usefulness and the security.Secondly, in the process of using the both two kinds of reservation sites, the perceived ease of use has a great impact on the perceived usefulness, user's acceptance of the new system largely depend on the ease of use of the reservation sites.Thirdly, for the both two kinds of hotel reservation sites, users think that their functions are the same, are used to accomplish the purpose of the hotel reservation. But the survey showed that of the two kinds of reservation site, the user's attitude and willingness to use are very different. Most users are inclined to use third-party hotel reservations website more. Fourth, the results of these two hotel reservation sites survey show that the site security to use of the sites modes the users' intended of whether the reservation site is useful or not.The next, in both the sub-samples of the hotels and third-party sites, the most important factor is the perceived security, and then the attitude. When the customers perceive that the booking site is secure, then there will be a positive attitude to the site, and are willing to recommend it to other people. Therefore the reservation sites and payment system should be secure firstly, and attractive.There are five parts in this study, they are as follows.The first part is an introduction. It describes the purpose, significance, research methods and the innovation of the article.The second part is related to theoretical analysis. This chapter introduces the concept of e-commerce, features, functions and benefits, as well as theoretical overview and customer perceived value, the impact of the electronic commerce on hotels, and then the technology acceptance model.The third part presents the application of e-commerce in the hotels, and analyzes the application modes of e-commerce in the hotels. Then the advantages that brought by e-commerce to the hotels are studied. The application degree of e-commerce is also analyzed.The fourth part studies the two modes of the hotel reservation based on the technology acceptance model, this chapter describes the model assumptions, research methods and results analysis.The fifth part is the conclusions of the study and recommendations and further research directions. By analyzing the results of the study, this chapter provides policy recommendations for the industry and indicates the direction of further research.