호텔 웹사이트의 정보 품질이 예약/구매 의도에 미치는 영향: 소비자 정보획득 및 처리능력의 조절효과를 중심으로

The objective of this study is to investigate the direct impact of information quality of hotel websites on customers’ book or purchase intention and examine the moderating effect of the customers’ ability of information acquisition and processing on the relationship between information quality and customers’ book or purchase intentions. Online survey of people who had recently visited a hotel website resulted in 418 usable responses and SPSS 20.0 version was used for data analysis. The results of an exploratory factor analysis revealed that the measurement scale for information quality of hotel websites comprised 21 items across four factors: general information, locality information, facility information, and promotion information. The results of multiple regression analysis showed that all of the information quality factors had directly positive impacts on customers’ book or purchase intention. Findings of this study also indicated that there is a moderating effect of information acquisition and processing on the linkage from website information quality to customers’ book or purchase intentions. The findings give a better understanding of website information quality in the hotel context and enables hotel practitioners to improve hotel website information quality.