Nur Batrisyia Aza Azhar, Mohd Salehuddin Mohd Zahari, Feri Ferdian and Mohd Hafiz Hanafiah
This paper aims to explore how relative advantages, compatibility, perceived ease of use and perceived usefulness affect hotel room self-directed booking (SDB) behavior…
Abstract
Purpose
This paper aims to explore how relative advantages, compatibility, perceived ease of use and perceived usefulness affect hotel room self-directed booking (SDB) behavior, specifically focusing on the mediating role of trust.
Design/methodology/approach
The research utilized the responses of 432 hotel guests, applying an extended technology acceptance model (TAM)− innovation diffusion theory (IDT)−trust framework and using partial least squares structural equation modeling to conduct both direct and indirect path analyses to confirm the study hypotheses.
Findings
Results show that perceived relative advantages, compatibility, usefulness and ease of use of the online booking platform significantly impact guests’ SDB behavior, with trust significantly mediating each of the proposed relationships, highlighting its crucial role in promoting online booking behavior.
Research limitations/implications
This study underscores the importance of SDB providers’ showcasing the benefits and efficiency of online booking systems in influencing consumer decisions, offering new insights into how technological advancements affect SDB behavior in the hotel industry.
Originality/value
By integrating TAM, IDT and trust into an integrated framework, this study provides a comprehensive understanding of the diverse factors influencing hotel guest engagement with SDB, offering practical insights to enhance guest satisfaction with the SDB platform.
Details
Keywords
Nur Ilya Diana Bahrol Azman, Mohd Salehuddin Mohd Zahari, Mohd Hafiz Hanafiah and Feri Ferdian
There is a paucity of knowledge on how visual sensory cues impact consumers’ purchase behaviour and their satisfaction, especially in Ramadhan street food bazaar context. This…
Abstract
Purpose
There is a paucity of knowledge on how visual sensory cues impact consumers’ purchase behaviour and their satisfaction, especially in Ramadhan street food bazaar context. This study aims to investigate the effect of Muslim consumer’s visual sensory cues on Ramadhan street food purchase behaviour and satisfaction.
Design/methodology/approach
This study surveyed 367 Malaysian Muslim consumers to depict their purchase behaviour and satisfaction based on visual sensory cues during their visit to the Ramadhan street food bazaar.
Findings
The findings show that visual sensory evaluations of texture and appearance influence Ramadhan street food bazaar customers’ purchase behaviour. Meanwhile, visual cues of texture and taste of the street bazaar food significantly influenced satisfaction.
Practical implications
The result offers practice guidelines for small food operators to enhance their product placement and display to encourage consumer purchase behaviour. The findings highlight the importance of visual cues in foodservice businesses and how they affect consumers’ desire to consume Ramadhan street bazaar’s food products.
Originality/value
Paying attention to food presentation would allow the sellers to obtain customers’ attention and purchase intention. Subsequently, it allows the Ramadhan street bazaar food sellers to be more competitive and effective in their business operation techniques and services, eventually impacting their survivability and sustainability.