Factors Influencing the Behavior of Consumer on Booking Hotel via Online Reservation System

This research paper is focused on the factors that influence customer’s attitudes and purchasing behavior on online purchasing, information, price and convenience. In addition, the data is used in order to complete the objectives of the study. It provides quality and impactful research through the deeper exploitation of major data resources readily available from various sources. Many commentators in this field unanimously agreed that online purchasing significantly contributes to the prosperity of the hotel business as well as engaging customers to do repeat purchase. This is supported as various hotels are adopting online purchasing which can be seen in several industries too including retail shopping, supermarkets, transportation, telecommunication as well as food business. Factors that contribute to the growth of this online purchase comes from the potential of online purchasing as a powerful marketing weapon to attract customers with their purchasing behavior. Several avenues for future research are discussed at the end of the paper. The researcher conducted quantitative research with the use of online questionnaire survey to collect the data from 400 respondents who were consumers in Thailand. The independent variables included self-efficacy, perceived behavioral control, perceived benefit, perceived cost, anxiety and the dependent variable is hotel booking intention