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Abstract

The aim of this research is to identify the factors that could influence customers' attitudes and intentions to continuing online purchases in reserving a hotel room by using the theory of perceived characteristics of innovating scale and the theory of reasoned action as the main theories. Multiple regression analysis was utilized to analyze the relationship between the independent variables and customer attitude and intentions as the dependent variables. The results concluded that all the variables in perceived characteristics of innovating scale had an influence on attitude, and the variables in the theory of reasoned action except online subjective norms had a negative influence on intention. Visibility had the strongest impact on customer attitude, and offline subjective norms also became the strongest influence on intention to continue online purchases.