Customer uncertainty dimensions and online information search in the context of hotel booking channel

Chung Hun Lee, David A. Cranage

Research output: Contribution to journalArticle

13 Scopus citations

Abstract

This research examines two types of consumer prepurchase uncertainty: knowledge and choice uncertainty, and identifies the relationship between uncertainty dimensions and the degree of consumer external information search in online hotel booking environment. The study employs a 2 (high/low knowledge uncertainty) × 2 (high/low choice uncertainty) between-subjects factorial experiment (N = 107), and the MANCOVA results partially support hypotheses that the participants with high knowledge uncertainty undertake less extensive information search online, whereas those with high choice uncertainty more commit to online information search. The study discusses the findings in light of economics of information theory and psychological aspects of information search. Managerial implications are also discussed.

Original languageEnglish (US)
Pages (from-to)397-420
Number of pages24
JournalJournal of Hospitality Marketing and Management
Volume19
Issue number5
DOIs
StatePublished - Jul 1 2010

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Tourism, Leisure and Hospitality Management
  • Marketing

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