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Converting hotels website visitors into buyers: How online hotel web assurance seals services decrease consumers’ concerns and increase online booking intentions

Agag, Gomaa M.; Khashan, Mohamed A.; Colmekcioglu, Nazan; Almamy, Ahmed; Alharbi, Nawaf S.; Eid, Riyad; Shabbir, Haseeb; Abdelmoety, Ziad Hassan Saeed

Authors

Gomaa M. Agag

Mohamed A. Khashan

Nazan Colmekcioglu

Ahmed Almamy

Nawaf S. Alharbi

Riyad Eid

Dr Haseeb Shabbir H.Shabbir@hull.ac.uk
Senior Lecturer - Marketing and Business Strategy

Ziad Hassan Saeed Abdelmoety



Abstract

Purpose
Despite the increasing utilization of webpages for the purposes of information seeking, customers’ concerns have become a crucial impediment for online shopping. The purpose of this paper is to examine the influence of the effectiveness of web assurance seals services (WASS) and customers’ concerns on customer’s willingness to book hotels through perceived website trust and perceived value.

Design/methodology/approach
A questionnaire was administrated to measure the study variables. Using partial least squares–structural equation modeling approach to analyze the data collected from 860 users of online hotel websites.

Findings
The results indicate that WASS influence positively on perceived website trust and negatively on consumers’ concerns. As well as, perceived value and trust play a mediating role in the link between WASS and consumers’ concerns and their intentions. Finally, perceived website trust and perceived value have greater effect on intention to book hotel for low-habit consumers.

Research limitations/implications
This study ignored the cross-culture issue as it concentrates on the customers from developing countries, so further research may need to compare between two or more than two samples from different societies that could give a significant insights. Second, this study stresses on the WASS to predict customers booking intentions that indicates significant results, so further research may need to examine the role of online reviews as a predictor of customers purchase decision as well.

Originality/value
To the authors’ best knowledge, this is the first empirical research that investigates and examines the influence of the effectiveness of WASS and consumers’ concerns on consumers’ intentions through perceived value and trust. This research also investigates the moderating role of habit in the link between perceived website, perceived value and consumers’ intentions.

Journal Article Type Article
Publication Date 2020
Journal Information Technology & People
Print ISSN 0959-3845
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 33
Issue 1
Pages 129-159
APA6 Citation Agag, G. M., Khashan, M. A., Colmekcioglu, N., Almamy, A., Alharbi, N. S., Eid, R., …Abdelmoety, Z. H. S. (2020). Converting hotels website visitors into buyers: How online hotel web assurance seals services decrease consumers’ concerns and increase online booking intentions. Information technology & people, 33(1), 129-159. https://doi.org/10.1108/itp-12-2017-0446
DOI https://doi.org/10.1108/itp-12-2017-0446
Keywords Library and Information Sciences; Information Systems; Computer Science Applications; Tourism; Technology adoption; Hypothesis testing
Related Public URLs http://irep.ntu.ac.uk/id/eprint/36246/

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