An Empirical Study of Hotel Online Booking in O to O Commerce

Many studies have postulated the reasons for the development of the O2O business though the research of the customers’ behavioral intention is relatively unexplored. This study selects the travel industry as the research context to investigate online-offline integration between hotels and online travel agencies (OTAs). To investigate customers’ behavioral intention, this study establishes an integrated model of information systems success model and customer loyalty. The research focuses on whether customer loyalty (e.g., satisfaction and trust) can increase the booking intention, and the factors of increasing satisfaction and trust. According to the analyzed results, satisfaction directly influences customers’ booking intention while trust directly and indirectly influences customer booking intention through satisfaction. For antecedents, system quality and service quality have a significant impact on satisfaction, while brand image and size have a significant impact on trust. These findings have implications for OTAs to attract customers to book hotels through their websites.