THE FACTORS THAT INFLUENCE CUSTOMER PURCHASE INTENTIONS WHEN BOOKING HOTELS ONLINE IN CHINA

Abstract

According to the survey of Chinese outbound tourist consumption 2015 showed that more than a third Chinese tourists thought that travel as important as learning and education, career development, child growth and family wealth. It was important in improving people’s well-being and the index of the quality of life (Ipsos.com, 2016). As consumers get more choices to make their bookings, they’re more likely to face challenges in incorporating all of these choices. At the same time traditional factors such as brand image, price, trust and value will have a significant impact as consumers interact with these forces in the same manner as they do with other forces as well. The purpose of conduct this research is to identify the factors that influence customer purchase intention when booking hotels online in China. Data had been collected from the questionnaire distributed to 392 respondents. The data collected had been analyzed by using SPSS. As result, three independent variables which are brand image, price and trust had proved have significant relationship with dependent variable which is consumer purchase intention when booking hotel online. However, price had been identified as the major factor which highly influence customer purchase intention when booking a hotel online. In this study, can concluded that China consumer have the similar perspective and concern like international consumer when they want to book a hotel through online platform.