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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.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.ทัศนคติ ความคิดเห็นใด ๆ ที่ปรากฏในวารสารเกษมบัณฑิตฉบับนี้เป็นของผู้เขียน โดยเฉพาะ มหาวิทยาลัยเกษมบัณฑิตและบรรณาธิการ ไม่จำเป็นต้องมีความเห็นพ้องด้วย
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