The Impact Of Economy Hotel Website Quality On The Online Booking Intentions Of Consumers

This study investigates the impact of economy hotel website quality on the online booking intentions of consumers giving the rising of internet and hotel online direct-selling.Two main questions are discussed: one is the dimensions of economy hotel website quality;and the other is the relationship between economy hotel website quality and the eTrust and online booking intentions of consumers.There have been plenty of researches about website quality in computer science and electronic commerce.This study puts forward a measurement model of economy hotel website quality and a relational model between economy hotel website quality and the e Trust and online booking intentions of consumers based on reviewing a large number of literature from home and abroad,and then designs a questionnaire to investigate the perception of economy hotel website quality of consumers and their eTrust and online booking intentions,thus to test the research hypotheses and theoretical model of this study empirically.The empirical analyses includes two parts: First,using SPSS 19.0 for exploratory factor analysis to test the reliability and validity of the measurement scales;Then using AMOS 17.0 for confirmatory factor analysis and structural equation model analysis to test the fit of the model and research hypotheses.Finally,the article discusses the results of research in detail and puts forward some suggestions to the website management and online direct-selling of economy hotels from the perspective of practice.The main conclusions of this paper are as follows:(1)Economy hotel website quality includes four dimensions,namely usability,ease of use,entertainment and complementarity.And usability includes informational fit-to-task,interactivity,reliability and responsiveness;ease of use includes ease of understanding and ease of operation;entertainment includes visual appeal,innovativeness and emotional appeal;complementarity includes consistent image,on-line completeness and relative advantage.(2)The complementarity of economy hotel websites has a direct and significant influence on the booking intentions of consumers.The influence of the usability and entertainment of economy hotel websites on the online booking intentions of consumers are not direct but mediated by the eTrust of consumers.The ease of use of economy hotel websites has no significant influence on either the eTrust or the online booking intentions of consumers.The eTrust of consumers has significant influence on their online booking intentions.