Factors Affecting Online Purchasing Intertion to Stay in a Hotel

This study is based on an empirical investigation of 255 respondents who were current patrons of upscale hotels in Seoul, Korea. The purpose of this study is to examine the differences of demographic and behavioral characteristics of two kinds of customers who had purchased hotel products via internet and those who had not, and to identify different determinants that explain a customer`s online reservation intention in contrast with the opposite group. To meet the purpose of this study, chi-square analysis, factor analysis, reliability analysis, and multiple regression analysis were adopted. The two types of respondents differed in regard to their age, educational background, information technology such as browser use per week and the number of years of internet use. Furthermore, the results show that the determinants discovered affect the respondents` online reservation intentions differently according to their past online purchase experience.