Tim presentation online hotel booking
- 1. The Effect of Website Features in Online Relationship Marketing : A Case of Online Hotel Booking Presenter: Tim Cheng Instructor: Dr. Teresa Hsu Date: December 29, 2014 1
- 2. Citation Bilgihan, A., & Bujisic, M. (2014). The effect of website features in online relationship marketing: A case of online hotel booking. Electronic Commerce Research and Applications, 1567-4223. 2
- 3. Content Introduction Literature Review Methodology Results Conclusion Reflection 3
- 4. Introduction Background Purpose of this study 4
- 5. Lately, online shopping has become an important distribution channel or business model for many companies. Background 5
- 6. to develop a theory-based model of utilitarian and hedonic website features, customer commitment, trust, and e-loyalty in an online hotel booking context Purpose of this study 6
- 7. Garnier (2009) shows that hedonic and utilitarian search engine website features have a positive effect on affective commitment. 7 Literature Review H1.Hedonic website features have a positive effect on affective commitment.
- 8. Therefore websites rely on their own unique features to develop calculative commitment (Bridges and Florsheim 2008). 8 Literature Review H2.Hedonic website features have a positive effect on calculative commitment.
- 9. In order to be successful, e-commerce websites must be perceived as useful, easy to use, easy to understand and easy to navigate (Smith 2008). 9 Literature Review H3. Utilitarian website features have a positive effect on affective commitment.
- 10. Calculative commitment in the online shopping context is seen in a site’s ease- of-use, transaction speed, and convenience of 24-h access (Johnson 2007). 10 Literature Review H4.Utilitarian website features have a positive effect on calculative commitment.
- 11. Customers’ trust levels in online shopping are likely to be influenced by the website quality and users’ web experience (Corbitt et al. 2003). 11 Literature Review H5.Affective commitment has a positive effect on trust in online hotel booking.
- 12. It has been shown that a customer’s affective commitment positively influences affective loyalty and enjoyment (Ha and Perks, 2005, Homburg et al., 2006, Janda and Ybarra, 2005, Jin et al., 2008). 12 Literature Review H6.Affective commitment has a positive effect on loyalty to the hotel booking website.
- 13. The development of a relationship and attachment to the establishment tends to have a positive effect on trust (Dowling and Uncles 1997). 13 Literature Review H7.Calculative commitment has a positive effect on trust in online hotel booking.
- 14. In addition, loyalty is affected positively because customers with lack of alternatives tend to return to the same website. 14 Literature Review H8.Calculative commitment has a positive effect on loyalty to the hotel booking website.
- 15. Cyr (2008) found website trust is strongly related to loyalty. Consumers with a higher level of trust in e- commerce are more likely to participate in it (Corbitt et al. 2003). 15 Literature Review H9.Trust has a positive effect on loyalty to the hotel booking website.
- 17. Methodology Online Questionnaire survey Participants 17
- 18. Survey 18 screening questions respondents’ Internet shopping behaviors measured the study constructs consisted of demographic questions 1 2 3 4
- 19. Participant 19 5000 American consumers 549 responses Sample 334 10.9% response 186 didn’t book online in three months/ 29 miss data
- 20. 20
- 21. 21 Result H2.Hedonic website features have a positive effect on calculative commitment. H3. Utilitarian website features have a positive effect on affective commitment. H4.Utilitarian website features have a positive effect on calculative commitment. H1.Hedonic website features have a positive effect on affective commitment.
- 22. 22 Result H5.Affective commitment has a positive effect on trust in online hotel booking. H6.Affective commitment has a positive effect on loyalty to the hotel booking website. H7.Calculative commitment has a positive effect on trust in online hotel booking. H8.Calculative commitment has a positive effect on loyalty to the hotel booking website. H9.Trust has a positive effect on loyalty to the hotel booking website.
- 23. 23 Conclusion Hotel booking websites could create positive shopping experiences and commitments if they focus on hedonic and utilitarian features.
- 24. 24 Reflection Online shopping becomes a trend, no matter what kind of need, it can be solved by using Internet, such as booking the flight ticket, restaurant reservation.
- 25. WORK UNTIL YOUR IDOLS BECOME YOUR RIVALS 25
Editor's Notes
- #2: Good morning everyone! Did you remember the last time I present The impact of e-commerce on Taiwan SMEs And today I am going to talk about the effect of website features in Online relationship marketing : A case of Online hotel booking Both are using online resource to improve the overall performance.
- #3: Here is my citation The paper is from Electronic Commerce Research and Applications
- #4: My content include six part Introduction Literature review Methodology result Conclusion reflection
- #5: Introduction have two parts. First background and second purpose of this study
- #6: We can not be neglected how powerful the internet have. Nowadays, everyone use the internet for searching, shopping, playing. You can do a lot of thing on it.
- #7: So here is the researcher’s objective This study focus on utilitarian hedonic customer commitment trust e-loyalty So what do you think? What kinds of feature or characteristic is most important to you? I prefer utilitarian I like the website which is useful.
- #17: Base on those hypothesis the researcher design this model. And want to confirm that Each variables will influence others. H1 to H9 are relative.
- #19: The first section will screening the question. And asked whether the respondent had booked a hotel room online in the past three month The section two is respondent's internet shopping behaviors which type of product they purchase and how much they typically spend The section three measured the study constructs. The questions are focus on their shopping experience using a seven point Likert scale Last section consisted of demographic questions I will show this table later.