Pornnapa Thanapotivirat, Tharnupat Jithpakdeepornrat
The information technology for online hotel booking was rapidly developed, and it is necessary for hotel operation. The models that were used in this study include the developments of brand image, perceived price, perceived trust, and online review on consumers’ intention of online hotel booking in Thailand. The data were collected by the researchers from 400 participants who have experienced online hotel booking for at least 12 months. The research methodology was quantitative research and use Structural Equation Modeling (SEM) statistics to analyse the data. Based on our findings, it demonstrated that the brand image factor had a positive effect on perceived trust and an indirect effect on purchase intention. Regarding to online review, the researchers found that it had an indirect effect on perceived trust, perceived value, and purchase intention. Moreover, the perceived value had a positive effect on purchase intention.