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Open AccessArticle

The Effects of Perceived Value, Website Trust and Hotel Trust on Online Hotel Booking Intention

1
Department of ITS Business Planning, SK Holdings, 26, Jong-ro, Jongro-gu, Seoul 03188, Korea
2
School of Business, Sungkyunkwan University, Sungkyunkwan-ro, 25-2, Jongro-gu, Seoul 03063, Korea
3
Department of Business, Daegu University, 201 Daegu-Ro, Gyeongsan-si, Gyeongbuk 38453, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2017, 9(12), 2262; https://doi.org/10.3390/su9122262
Received: 27 October 2017 / Revised: 28 November 2017 / Accepted: 4 December 2017 / Published: 7 December 2017
(This article belongs to the Special Issue Mobile Technology and Smart Tourism Development)
With the rapid development of information technology in hotel booking context, it is no doubt that many hotels consequently enhance the needs of integrating information technologies into their overall business operations. In this study, we developed a research model which consists of perceived value, trust toward a third party online booking site, and trust toward hotels, and tested it by using partial least square techniques. Survey data were collected from 307 individuals who have prior experiences on making a reservation using third-party online booking sites. Based upon our findings, we found that the perceived value, which was affected by both price and quality, was positively related to individuals’ intention to book. We also found that both trust toward third-party online booking sites and trust toward hotels, which was influenced by online review, have positive impacts on individuals’ intention to book. The implications of these findings for both research and practice are discussed. View Full-Text
Keywords: intention to book; online hotel booking; perceived value; trust toward a third-party online booking sites; trust toward hotels intention to book; online hotel booking; perceived value; trust toward a third-party online booking sites; trust toward hotels
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Kim, S.Y.; Kim, J.U.; Park, S.C. The Effects of Perceived Value, Website Trust and Hotel Trust on Online Hotel Booking Intention. Sustainability 2017, 9, 2262.

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