Factors Influencing Consumers’ Purchase Intention toward Accommodation via Lodging Websites: Evidence from Binh Duong Province of Vietnam

Dam, Duy Duc and Huynh, Cong Minh (2022): Factors Influencing Consumers’ Purchase Intention toward Accommodation via Lodging Websites: Evidence from Binh Duong Province of Vietnam.

Abstract

This paper empirically studies factors influencing consumers’ purchase intention toward accommodation via lodging websites and their impact magnitudes in Binh Duong province of Vietnam. The results show that Lodging information (LI), Online lodging reviews (OR), Trust with the host (HT), Website usability (WU), and Perceived privacy and security (PS) significantly have positive impacts on consumers’ purchase intention (PI) toward accommodation via lodging websites for a sample size of 400 respondents in Binh Duong province. Remarkably, OR has the strongest impact on PI, followed by WU, PS, HT, and LI. However, Perceived lodging value (PV) and Perceived lodging price (PP) have insignificant impacts on PI. The findings provide marketers and practitioners with useful information for promoting purchase intention toward accommodation via lodging websites from the perspective of consumers in an emerging economy like Vietnam.

• Item Type: MPRA Paper
• Language: English
• Keywords: Lodging website, Purchase Intentions, Perceived value, Perceived price, Lodging information, Online reviews, Trust, Perceived privacy and security.
• Subjects: D - Microeconomics > D1 - Household Behavior and Family Economics > D12 - Consumer Economics: Empirical Analysis; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration > M10 - General; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

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