The Impact of Online Review and Price on Consumer’s Hotel Booking Intention at Online Travel Agency: Trust as a Mediating Variable
نویسندگان
چکیده
Online Travel Agencies (OTAs) offer accessible and user-friendly platforms for consumers to have a quick cost-effective solution make hotel reservation. Still, the intangible nature of service makes indecisive. They can only weigh pros cons their decision through information provided at OTAs, including online reviews prices. On this ground, current study validates impacts review price on booking intention with trust as mediating variable. This employed non-probability purposive sampling technique collect data. The following procedure was validity test (i.e., factor analysis confirmatory analysis) structural equation modeling analysis. results suggest that indirectly impact intention, while directly intention. Furthermore,
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ژورنال
عنوان ژورنال: International Journal of Electronic Commerce Studies
سال: 2023
ISSN: ['2073-9729', '2410-8588']
DOI: https://doi.org/10.7903/ijecs.2115