Brand Image and Technology Acceptance Affecting Hotel Booking Intention via Application

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สุรสิทธิ์ อุดมธนวงศ์


The main purposes of this study were  to study the influence of brand image and technology acceptance on hotel reservation intention and to examine the causal model consisting of brand image, technology acceptance, satisfaction, and hotel reservation through application intention. This study used questionnaires for collecting data. The samples were 400 undergraduate students in Bangkok. Smart PLS 3.0 was the main statistical technique employed for data analysis. It was found that brand image and perceived ease of use influenced perceived usefulness significantly. The brand image, perceived ease of use and perceived usefulness affected satisfaction significantly. Moreover, satisfaction influenced on intention to use significantly.


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