Welcome to Open Science
Contact Us
Home Books Journals Submission Open Science Join Us News Unsubscribe Page
The Influence of Reference Groups on Consumer’s Online Hotel Booking Intentions (A Field Study on the Egyptian Consumer)
Current Issue
Volume 5, 2018
Issue 4 (December)
Pages: 141-148   |   Vol. 5, No. 4, December 2018   |   Follow on         
Paper in PDF Downloads: 22   Since Oct. 10, 2018 Views: 197   Since Oct. 10, 2018
Authors
[1]
Yasser Tawfik, Faculty of Management Sciences, October University for Modern Sciences and Arts (MSA), Cairo, Egypt.
[2]
Zeinab Zaazou, Faculty of Management Sciences, October University for Modern Sciences and Arts (MSA), Cairo, Egypt.
Abstract
The rise of new technologies now-a-days have rapidly increased the numbers of consumers who tend to rely on information about hotel products and services provided by customers who have past experiences in various hotels’ accommodations, indicating the power and persuasiveness of online product reviews. Through a descriptive and empirical study, researchers are mainly investigating the impact of reference groups on consumers’ purchase intentions regarding travelers’ decision-making and hotel bookings. Purchase intention is influenced by a variety of internal and external factors. Researchers are focusing in this study on the external influential aspects, which can include peers, members of the family, opinion leaders, and celebrities, in a manner, building up our reference groups. These reference groups inspire individuals’ tendency toward certain brands or set of products. For example, individuals tend to make purchasing decisions of products/services, which will reflect their belonging group. Results indicated that the online reference groups have an influence on customers’ hotel booking intentions. Results also indicated that the type of online reference groups has a different effect on consumer purchase intentions. Finally, the research verified the usefulness of online reviews and its positive influence on hotel online bookings.
Keywords
Reference Groups, Hotel Booking, Purchase Intentions, Decision-making, Online Reviews
Reference
[1]
Grace Suk Ha Chan, Anna Chun-Hsuan Hsiao and Irini Lai Fun Tang, Faculty of International Tourism and Management, City University of Macau, Macau, SAR, China, May 2017 Retrieved from: http://doi.org/10.5539/ijms.v9n3 p76.
[2]
Rani, P. (2014). Factors Influencing Consumer Behavior, International Journal of Current Research Academic Review, 2 (9), pp. 53-61.
[3]
Morwitz, V. (2012) Consumers’ Purchase Intentions and their Behavior, Foundations and Trends in Marketing, vol 7, no 3, pp 181–230, Retrieved from: http://dx.doi.org/10.1561/1700000036.
[4]
Reza, A. S., and Valeecha, S. (2013), Influence of Social Reference Groups on Automobile Buying Decision – Research on Young Executives, World Review of Business Research, 3 (4), p. 198.
[5]
Lin, L. and Chen, Y. (2009) “A Study on the Influence of Purchase Intentions on Repurchase Decisions: The Moderating Effects of Reference Groups and Perceived Risks”, Tourism Review, 64 (3), P. 31.
[6]
Younus, S., Rasheed, F., & Zia, A. (2015). Identifying the factors affecting customer purchase intention. Global Journal of Management and Business Research, 15 (2), p. 10.
[7]
Danupol Hoonsopon (2016), The effect of reference groups on purchase intention: Evidence in distinct types of shoppers and product involvement, Wilert Puriwat Chulalongkorn Business School, Chulalongkorn University, Bangkok Thailand, Australasian Marketing Journal, 2016, pp. 157–164.
[8]
Park, H. and Cho, H. (2012), “Social Network Online Communities: Information Sources for Apparel Shopping”, Journal of Consumer Marketing, 29 (6), p. 403.
[9]
Evangelista, F., & Dioko, L. (2011). Interpersonal influence and destination brand equity perceptions. International Journal of Culture, Tourism and Hospitality Research, 5 (3), p. 317.
[10]
Opoku, R. (2012), Young Saudi Adults and Peer Group Purchase Influence: A Preliminary Investigation, Young Consumers, 13 (2), P. 176.
[11]
Yap, S. & Lee, C. (2014) Leveraging the power of online social networks: a contingency approach, Marketing Intelligence & Planning, 32 (3), P. 347.
[12]
Makgosa, R., & Mohube, K. (2007), Peer Influence on Young Adults’ Products Purchase Decisions, African Journal of Business Management, 1 (3), pp 65-71.
[13]
Ahmad, N., Yousif, M., Shabeer, K., & Imran, M. (2014). A Comprehensive Model on Consumer’s Purchase Intention towards Counterfeit Mobiles in Pakistan, Journal of Basic and Applied Scientific Research, pp. 131-133.
[14]
Salmon, N. D. (2008), Reference Groups: Aspirational and Non-aspirational Groups in Consumer Behavior, Xavier University of Louisiana’s Undergraduate Research Journal, 5 (1), pp. 2-6.
[15]
Suk Ha Grace Chan, Anna Chun-Hsuan Hsiao and Irini Lai Fun Tang (2017), Word of Mouth Communication Influence of Online Hotel Room Reservation Confirmation: Case Study of Individual Travelers in Hong Kong, International Journal of Marketing Studies; Vol. 9, No. 3; 2017.
[16]
Kok, A. L. M., & Teoh, B. W. (2013). Exploring consumers' attitudes and behaviors toward online hotel room reservations. American Journal of Economics, 3 (5C), 6-11.
[17]
Seo Yeon Kim, Jong Uk Kim and Sang Cheol Park (2017), The Effects of Perceived Value, Website Trust and Hotel Trust on Online Hotel Booking Intention, Sustainability, 2017, 9, 2262 Retrieved from: www.mdpi.com/journal/sustainability.
[18]
Xinyuan (Roy) Zhao, Liang Wang, Xiao Guo and Rob Law (2015), The in Influence of online reviews to online hotel booking intentions, International Journal of Contemporary Hospitality Management, August 2015 Retrieved from: https://www.researchgate.net/publication/280739761
[19]
Daiane Scaraboto, Carlos Alberto Vargas Rossi, Diego Costa (2012), How Consumers Persuade Each Other: Rhetorical Strategies of Interpersonal Influence in Online Communities, Brazilian Administrative Review, Rio de Janeiro, V. 9, n. 3, art. 1, 2012, pp. 246-267.
[20]
Manal Bennaciri (2012), “The Effect of Social Media on Hotel Industry Customer Decisions”, Northwest Missouri State University Maryville, Missouri, August 2012.
[21]
Musah Oyakemeagbegha (2017), The Involvement of Psychology in Advertising and Consumer Buying Behavior, An Interdisciplinary Journal of Communication Studies, Retrieved from: journal.ijcunn.com/index.php/IJC/article.
[22]
Shumaila Ahmed and Ayesha Ashfaq (2013), Impact of Advertising on Consumers' buying behavior through Persuasiveness, Brand Image, and Celebrity endorsement, Global Media Journal Vol. 6 (2): 149, December 2013.
[23]
Ahmed, N., Farooq, O., & Iqbal, J. (2014). Credibility of Celebrity Endorsement and Buying intentions an evidence from students of Islambad, Pakistan. International Letters of Social and Humanistic Sciences, 20, pp 1-13.
[24]
Fathi, F. and Kheiri, B. (2015), Celebrity Endorsement and its Effect on Consumer Behavior: A Literature Review, International Journal of Review in Life Sciences, 5 (10), p. 62.
Open Science Scholarly Journals
Open Science is a peer-reviewed platform, the journals of which cover a wide range of academic disciplines and serve the world's research and scholarly communities. Upon acceptance, Open Science Journals will be immediately and permanently free for everyone to read and download.
CONTACT US
Office Address:
228 Park Ave., S#45956, New York, NY 10003
Phone: +(001)(347)535 0661
E-mail:
LET'S GET IN TOUCH
Name
E-mail
Subject
Message
SEND MASSAGE
Copyright © 2013-, Open Science Publishers - All Rights Reserved