Hotel website that influences customers' purchase intentions

Abstract

The purpose of this study is to test the relationship between hotel website quality, hotel website privacy, security, hotel website usability, and Perceived flow, and customer purchase intention. The stimulus-organism-response framework is used as the theoretical framework for this study. A total of 105 valid online questionnaires were collected to empirically test the measurement and structural model using the partial least squares path modeling approach. The study sample includes university students who booked their hotels via online hotel websites. The findings confirm that hotel website quality, website security, and website privacy influences customers' perceived flow, which, in turn, influences their purchase intention. Website usability is not a significant element. Website quality, perceived flow, and purchase intentions are all very important factors for hotel staff, but these elements have not been better understood in this study. The research contributes to research in e-commerce marketing, retail, and e-tourism.