Perceived Website Interactivity, Perceived Usefulness And Online Hotel Booking Intention: A Structural Model
Faculty of Hotel and Tourism Management, Universiti Teknologi
Saiful Bahri Mohd Kamal, Azila Azmi, Johanudin Lahap, Khairil Anuar Bahar I, Norrina Din
Rapid advancement in ICT has led to a more challenging competition among hoteliers. Since information can now be obtained anywhere at any time by anyone with just a finger tap, hoteliers need to ensure their hotel booking websites are more interactive than ever before. The present study aims to investigate the influence of perceived website interactivity on perceived usefulness and consequently the effect of perceived usefulness towards online hotel booking intention. The data were collected through an online survey from 98 hotel customers in Malaysia and analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM) techniques. The results show that perceived website interactivity has a significant positive influence on perceived usefulness. Consequently, perceived usefulness also has a positive influence on online booking intention. Mediation tests also confirm that perceived usefulness mediates the relationship between perceived website interactivity and online hotel booking intention. Therefore, hoteliers need to ensure interactive website features are appropriately used to meet customer needs and preferences to encourage direct booking through the hotel official website. However, the present study does not examine the role of any moderating variable as part of the model. Hence, future researchers are recommended to examine the moderating role of habit and technology readiness in understanding e-commerce adoption.
Keywords: Online hotel booking, Perceived interactivity, Perceived usefulness, Technology Acceptance Model, SmartPLS