Journal of Tourism & Hospitality
Open Access
ISSN: 2167-0269
+44 1300 500008
ISSN: 2167-0269
+44 1300 500008
Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung 812, Taiwan
Research Article
Exploring the Relationship among Online Review, Perceived Barriers, Customer Experience, and Purchase Intention of Online Booking Consumers Customer Value as a Mediator
Author(s): 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 b.. View More»
DOI:
10.35248/2167-0269.21.10.454