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THE EFFECTS OF ELECTRONIC WORD-OF-MOUTH (EWOM), PERCEIVED EASE OF USE, PERCEIVED USEFULNESS AND PERCEIVED RISK ON ONLINE HOTEL BOOKING APPLICATION LOYALTY OF YOUNG CONSUMERS |
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| รหัสดีโอไอ | |
| Creator | Ponpavi Yoopetch |
| Title | THE EFFECTS OF ELECTRONIC WORD-OF-MOUTH (EWOM), PERCEIVED EASE OF USE, PERCEIVED USEFULNESS AND PERCEIVED RISK ON ONLINE HOTEL BOOKING APPLICATION LOYALTY OF YOUNG CONSUMERS |
| Contributor | Parani Yoopetch, Chanin Yoopetch |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2564 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 13 |
| Journal No. | 1 |
| Page no. | 153-166 |
| Keyword | EFFECTS, ELECTRONIC, WORD-OF-MOUTH, PERCEIVED EASE OF USE, USEFULNESS, RISK, ONLINE HOTEL BOOKING, APPLICATION, LOYALTY, YOUNG CONSUMERS |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Customers adopted and used the online hotel booking application to reserve the hotels with the current business environment. In addition, the young consumers represented the new group of tourists with familiarity with the online business environments. Therefore, understanding the factors affecting their loyalty towards the hotel booking applications is highly useful for developing and improving their services effectively. The questionnaires were used to collect the data and 490 young consumers participated in the current study. The current study explored the effects of electronic Word-of-Mouth (EWOM), perceived risk, perceived ease of use, and perceived usefulness towards application loyalty for online hotel booking. The results indicated that perceived ease of use provided the strongest influence on application loyalty, followed by electronic Word-of-Mouth (EWOM), perceived usefulness, respectively, while perceived risk had no significant effect on application loyalty. Online hotel booking application developers and hotel managers should focus on the user-friendliness of the application. Furthermore, providing helpful information, reviews, and comments regarding the hotel services and tourism destinations can affect the application loyalty. Discussions with the past literature and conclusions as well as detailed recommendations were provided. |
