Ready, Set, Go!: The Study of Consumer Behavior of Online Hotel Booking in Jakarta

Ready, Set, Go!: The Study of Consumer Behavior of Online Hotel Booking in Jakarta

Adilla Anggraeni (Bina Nusantara University, Indonesia) and Fedora Edlyn Wijaya (Bina Nusantara University, Indonesia)
DOI: 10.4018/978-1-5225-7095-0.ch014

Abstract

The aim of this research is to identify the factors that could influence customers' attitudes and intentions to continuing online purchases in reserving a hotel room by using the theory of perceived characteristics of innovating scale and the theory of reasoned action as the main theories. Multiple regression analysis was utilized to analyze the relationship between the independent variables and customer attitude and intentions as the dependent variables. The results concluded that all the variables in perceived characteristics of innovating scale had an influence on attitude, and the variables in the theory of reasoned action except online subjective norms had a negative influence on intention. Visibility had the strongest impact on customer attitude, and offline subjective norms also became the strongest influence on intention to continue online purchases.
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Literature Review

There are two major theories utilized in this study. The first theory is the theory of reasoned action (TRA) first proposed by Ajzen and Fishbein (1980). Additionally, the theory of Perceived Characteristic of Innovating Scale (PCI) that was developed by Moore and Benbasat (1991) is used to explain some attributes of technological innovation that would influence attitudes for e-commerce adoption. Different personalities may lead to specific buying behavior, as the measured personality characteristics can have strong relevance to the reliability and validity of a research useful to marketers and academicians alike (Mowen, 1999).

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