Factors affecting online hotel reservation intention between online and non-online customers

Abstract This study examined the differences between demographic and behavioral characteristics of customers who purchased products online and customers who did not. Additionally, this study investigated determinants that explain a customer's online reservation intention. To meet the purpose of this study, the researchers surveyed customers from eight hotels in Korea. The data were analyzed using χ 2 analysis, factor analysis, and multiple regression analysis. The two types of respondents differed in regard to their age, educational background, weekly browser usage, and the number of years of Internet use. Furthermore, the results showed that the determinants affect the respondents’ online reservation intentions differently according to their past online purchasing experience.

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