The signaling effect of online numerical information on the customers’ reservation decision making
學年 102
學期 1
發表日期 2013-12-01
作品名稱 The signaling effect of online numerical information on the customers’ reservation decision making
作品名稱（其他語言）
著者 黃詠奎 Chen, Chih-Chien Lee, Jaeseok
作品所屬單位 國際觀光管理學系
出版者
會議名稱 Consumer Behavior in Tourism Symposium
會議地點 Bruneck / Brunico, South Tyrol, Italy
摘要 Purpose of the study: Based on Cialdini’s principles of social influence, numerical information like the number of
 people viewing the hotel’s website and the number of people who have booked lodging at the hotel, once available to
 OTA users, is expected to have an impact on their reservation decisions.
 Design/methodology/approach: A 2x2 experimental design is employed. Two independent variables are the number of
 people currently viewing and the number of people who booked (in the past 24 hours). These four treatments are
 randomly assigned to the participants who log onto a simulation OTA website. Customers’ binomial reservation
 decisions (i.e., yes or no) are the dependent variable.
 The sample size of 500 was recruited from the Amazon’s Mechanical Turk (MTurk), an integrated participant
 compensation system that allows a large participant pool. Findings (Buhrmester, Kwang, & Gosling, 2011) indicate
 that MTurk can be used to obtain high-quality data inexpensively and rapidly.
 Findings: The study made the following hypotheses: (1) The more people who are viewing the same hotel web page
 that the buyer is viewing, the more likely it is that the buyer will make the reservation. (2) The greater the number of
 people who have booked the same hotel that the buyer is viewing, the more likely it is that the buyer will make a
 reservation. (3) The cross-signaling effect of current event (i.e., the number of people viewing) is bigger than the past
 event (i.e., the number of people who have booked).
 Originality/value: OTA used to offered information that was not transparent to buyers. Specifically, due to the
 practice of dynamic pricing, customers have limited information regarding the price change over time and the
 inventory. However, this asymmetric information matrix no longer exists. This study explores the very up-to-date
 online reservation mechanism that signals scarcity and social proof to buyers.
 Research limitations/implications: With the increasing reservations made through these OTA and the updating features
 on these web sites, this study is the first attempt to understand the social proof and scarcity theory applied in the
 OTA signaling.
 Practical implications: The most crucial expected empirical implication is that the tourism and hospitality market
 practitioners may understand the importance of transparent (yet unintentional) signals in avoiding the market failure.
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語言 en_US
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會議性質 國際
校內研討會地點
研討會時間
通訊作者 Chen, Chih-Chien
國別
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