Earticle

초록

영어

Considering the overflowing growth of mobile commerce, a relatively small amount of research attention has been paid to mobile consumer behavior. This paper attempts to explain the important role of Instant Gratification Theory to hotel booking through mobile applications (app). By applying and extending Uses and Gratification Theory (U&G), this paper will examine the stimulus of the gratifications that mobile app users accept in the hotel reservation. This research supplements current U&G theory literature, and this extended U&G theory thus has significance to purchase intention using mobile apps in the hotel context. This paper is keen to provide hotel marketers with a specific and relevant understanding of what stimulates purchase intention in using mobile applications. Survey data by a questionnaire will be the primary source, and structural equation modeling (SEM) will be used to test the conceptual model to prove the research hypotheses. Expected results will be discussed theoretically and practically.

목차

Abstract
 1. Introduction
 2. Literature Review
  2.1. Mobile market in the hotel industry
  2.2. Uses and Gratification Theory
  2.3. Consumer impulsiveness
 3. Research model and hypotheses
  3.1. The elements of mobile hotel reservation
 4. Research methodology
  4.1. Instrument development
  4.2. Sample and data collection
  4.3. Data analysis and results
 5. Discussion and implications
  5.1. Findings
  5.2. Implications
 References

저자

• Chulmo Koo [ Kyung Hee University, College of Hotel and Tourism, Seoul, 02447, Korea ]
• Hanna Lee [ Kyung Hee University, Graduate School, Dept. of Hotel Management, Seoul, 02447, Korea ]
• Namho Chung [ Kyung Hee University, College of Hotel and Tourism, Seoul, 02447, Korea ] Corresponding Author

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