Back Issues 11-20
THE MOTIVATION OF HOTEL RESERVATIONS: FROM A GENDER PERSPECTIVE
THE MOTIVATION OF HOTEL RESERVATIONS: FROM A GENDER PERSPECTIVE
Chao Tan
International School of Management,
University of The Thai Chamber of Commerce, Thailand
Email: 949000705@qq. com
Abstract
Prior research indicated that different genders have different decision-making and purpose for online consumption. When choosing shopping, women pay more attention to the emotional satisfaction in the shopping process, while men pay more attention to the purposeful choice. In this paper, the factors influencing the decision-making behavior when booking hotels are different between men and women are studied. In order to establish a model to accurately measure the hotel decision factors. Questionnaires were distributed among the designated population. From the results of the survey, it can be seen that men's subjective feelings towards products during online shopping may be affected by their purchase intention, while women are more influenced by online word-of-mouth and additional evaluation and have a significant impact on the final purchase decision. In addition, men and women also have different preferences in the use of room booking websites.
Key words: purchase decision: hotel reservation: network search: network evaluation
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