THE EFFECTS OF PERCEIVED USEFULNESS, POSITIVE ONLINE CUSTOMER REVIEW, BRAND IMAGE, PRICE ON PURCHASE INTENTION: THE CASE OF ONLINE HOTEL BOOKING

This research aims to analyze the the effects of perceived usefulness, positive online customer review, brand image, price on online hotel booking intention via multiple regression model. To conduct the research, the authors distributed, collected 300 online surveyed questionnaires, and the authors collected 246 valid respondents. The online questionnaire has targeted internet users who have previously purchased online and read reviews online received from the hotel' guests. The results showed that the perceived usefulness, positive online customer review, brand image, and price affect online hotel booking intention. The positive online customer review has the most significant effect on online hotel booking intention, while the price has the least impact. What is more, the study suggests some recommendations to improve the booking intention of the customers