Journal of Tourism & Hospitality
Open Access

Abstract

Exploring the Relationship among Online Review, Perceived Barriers, Customer Experience, and Purchase Intention of Online Booking Consumers Customer Value as a Mediator

Ching-Cheng Shen and Yen-Rung Chang*

Background: The development of Information and Communication Technology, popularization of mobile devices, and rise of e-commerce have enabled suppliers in the tourism industry to obtain new channels to directly offer their products and services to consumers, and have allowed consumers to purchase products and services directly from suppliers at a much lower price resulting to changes in their purchase behavior. Previous researches on online booking have mainly focused on understanding consumer perception, transaction security, and product prices; only a few have explored consumers’ intention of using mobile devices for online booking. Therefore, this study explored the relationship among online review, perceptual barriers, and customer experience and their effect on the online booking intention of both mobile device users and non-mobile device users, and examined the mediation of customer value.

Methods: Participants residing in Taiwan, who had used online booking within a year, were recruited and asked to answer an online survey questionnaire.

Results: The results of the current studies show that online review is significantly related to customer value, and customer experience is significantly related to customer value and online reservation intention. Also, customer value was found being a mediator in the relationship between online review and customer experience for online reservation intention. In addition, it was found that perceived barrier no longer exists to online booking users; a clear difference was also found in online booking users, between the ones using mobile devices and the ones don’t, on their online review and customer experience.

Conclusion: This study shows that online review and customer experience are important factors in consumers online reservation intention, and customer value was found mediating in their relationships. In addition, it was found that perceived barrier no longer exists to online booking users; a clear difference was also found in online booking users between the mobile ones and non-mobile ones on their online review and customer experience. The findings of this study can be used as reference for e-commerce or online booking-related researches.

Published Date: 2021-01-21; Received Date: 2020-10-08