| With the popularity of the Internet, hotels booking online booking becoming a new channel. Relative to the way offline reservations and booking online is not limited to space and time, cheap, full range, hotel information-rich advantages, makes the hotel online reservation system has developed rapidly.But at home, fewer users using online booking hotels.While the main factors hindering the development of online reservations is perceived risk. Therefore, to study the factors of consumer Internet subscription, will contribute to the rapid development of China Hotels booking online.Based on perceived risk theory, technology acceptance model and based on a review of the research on consumers ’ willingness to buy, based on technology acceptance model is presented and the willingness to risk perception theory of consumers ’ online booking model. In empirical studies, first through the questionnaires, collect data, and then use the SPSS17.0 statistical software packages for descriptive statistics, exploratory factor analysis and confirmatory factor analysis, path analysis using AMOS7.O and test hypotheses.Research shows: hotel online reservation system constituted by the seven dimensions of perceived risk, namely privacy risk and timing risk, economic risk, functionality, services, risks, risk psychological and social risks; Perceived willingness to risk not only directly affect the attitude of reservation and booking, reservation might be useful but also through the perception and attitude of willingness to indirectly affect the reservation; Willingness to perceive useful directly affect the attitude of reservation and booking; Perceived ease of use through perceived usefulness, perceived risk and reservation attitude reservation will have indirect impact; Booking directly affect reservation wishes.Finally, the study results are summarized in this paper presented hotels online booking service providers conduct e-commerce and related recommendations, and the prospect for further research. |
PDF Full Text Request