Hotel Online Booking Decisions Based on Price Complexity, Alternative Attractiveness, and Confusion

Date

2019-05-02

Authors

Xue, Pengsongze

Journal Title

Journal ISSN

Volume Title

Publisher

University of Guelph

Abstract

The goal of this research is to investigate customer confusion and its antecedents, specifically price complexity and alternative attractiveness, and to validate a link between confusion and postponing decisions about booking a hotel online. Price complexity and alternative attractiveness cause three types of confusion: overload confusion, similarity confusion, and ambiguity confusion. Moreover, these three types of confusion cause customers to defer purchase decisions. An online survey was used to collect data from customers who booked hotels online during the past six months in both the United States and Canada.

Description

Keywords

Online travel agency, Online hotel booking, Price complexity, Alternative attractiveness, Confusion, Decision postponement, Purchase intention

Citation