| dc.description.abstract | Recently, online hotel room reservation service which is one kind of E-commerce has become more popular in Vietnam. As we can that this business has been developing significantly with a host of online consumer for many kinds of products such as applicants, clothes, cosmetics, electronic devices, flight ticket… However, online hotel room reservation service is still unfamiliar with almost Vietnamese people. This kind of service is really potential in developing sustainable economics in the future. The main purpose of this study is to explore factors which have strong influence toward purchasing intention of people who lives in Ho Chi Minh City and suggest some recommendation for developing this potential business.
After the review regarding background and literature, related theories and concepts, the official conceptual model of the study includes with 8 variables, named ease of use, usefulness, web security, subjective norm, trust, experience, perceived behavioral control and purchase intention.
There are totally 200 respondents from online survey and paper survey from 12th April to 30th April. Using SPSS software to analyze the collected data, results show that subjective norm, trust and experience could influence purchase intention positively. The factor which has the strongest influence on purchase intention is trust.
In the light of these facts, there are a number of obstacles within this study caused by the different reasons. However, conclusions and recommendations were proposed in order to enhance the business of online hotel room reservation as well as develop E-commerce business which is a potential business in the future. | en_US |
