【摘 要】
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The Internet has greatly transformed the business environment.The emerging multimedia features and web browsing technology provide ample opportunities and are particularly useful for dealing with the
【机 构】
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School of Hotel and Tourism Management, The Hong Kong Polytechnic University
论文部分内容阅读
The Internet has greatly transformed the business environment.The emerging multimedia features and web browsing technology provide ample opportunities and are particularly useful for dealing with the intangible nature of service,and transforming marketing mix variables to capitalize the potential of the Internet.Internet booking has become a major function in hotel websites.Through a web survey,the purpose of this study is to understand what factors are affecting the actual use of Internet booking for hotel and analyze the determinant factors of Internet users (users) behavior in Hong Kong.Two models,Theory of Planned Behavior (TPB) and Theory of Reasoned Action ( TRA),were used to predict an individuals intention.The results show that the models exhibited a reasonable fit to the data. The predictions of individuals intentions to use Internet booking are adequate.Findings reflected that Hong Kong users attitude and perceived behavior are vital in determining behavioral intention of hotel online booking since most respondents are having a positive manner on online booking.The result shows that their attitudes are positive and have intention to carry out online booking behavior.
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