모바일 호텔 예약(MHR) 채널 속성에 대한 비교 연구 : 웹사이트와 애플리케이션 및 호텔과 제 3기업

This study was designed to investigate the attributes of mobile hotel reservation (MHR) channel in increasing hedonic and utilitarian values, and examine the influence of such relationships on reuse intention. In addition, it aimed to analyze the moderating effect of website vs. application and hotel vs. third-party on the causal relationships between attributes and values. An online survey was conducted with Koreans and 398 responses were employed to test the research hypotheses through a structural equation modeling and multiple group analyses. Room reservation among functionality is the most significant attribute that positively influences utilitarian value. Then hotel (excluding room) information attribute showed a negative impact and room reservation attribute showed a positive impact on hedonic value. From the usability approach, ease of use-structure attribute had the most positive impact on hedonic value. Both ease of use-structure and ease of use-convenience attributes positively influence utilitarian value. Also visual content and appearance and design attributes showed a positive impact on hedonic value. Utilitarian value contributes to form reuse intention of MHR channel whereas hedonic value does not. Lastly, multiple group analysis verified the moderating effect of website vs. application on the bonds linking ease of use-structure and hedonic value, and ease of use-structure and utilitarian value. On the other hand, the moderating role of hotel vs. third-party was found in the relationship between room reservation and utilitarian value. These findings would make a meaningful contribution to advance our knowledge of MHR channel and managerial implications for its strategic development are presented.