The Impact of Online Review and Price on Consumer’s Hotel Booking Intention at Online Travel Agency: Trust as a Mediating Variable
DOI:
https://doi.org/10.7903/ijecs.2115Keywords:
Online Travel Agencies, Online Reviews, Price, Booking Intention, TrustAbstract
Online Travel Agencies (OTAs) offer accessible and user-friendly platforms for consumers to have a quick and cost-effective solution to make a hotel reservation. Still, the intangible nature of hotel service makes consumers indecisive. They can only weigh the pros and cons of their decision through the hotel information provided at OTAs, including online reviews and prices. On this ground, the current study validates the impacts of online review and price on hotel booking intention at OTAs, with trust as the mediating variable. This study employed a non-probability and purposive sampling technique to collect data. The following procedure was a validity test (i.e., factor analysis and confirmatory factor analysis) and structural equation modeling analysis. The results suggest that online reviews through trust indirectly impact booking intention, while price directly and indirectly through trust impact booking intention. Furthermore, trust impacts booking intention.
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