Interimreport1 January–31 March2024 Elo Mutual Pension Insurance Company
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
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.
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.
Good morning everyone!Did you remember the last time I presentThe 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.
Here is my citation The paper is from Electronic Commerce Research and Applications
My content include six part
Introduction
Literature review
Methodology
result
Conclusion
reflection
Introduction have two parts.First background and second purpose of this study
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.
So here is the researcher’s objective
This study focus on utilitarian hedonic customer commitment trust e-loyaltySo 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.
Base on those hypothesis the researcher design this model.
And want to confirm that
Each variables will influence others.H1 to H9 are relative.
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.