Travellers' Online Hotel Booking Behaviour: Insights from Usability and Trust Perspectives

The novelty of this thesis lies in new knowledge contribution to literature, customers and practitioners on distinguishing the positive effects of cognitive-based usability and affective-driven trust attitude and their respective antecedents on adoption behaviour towards online hotel booking mobile application and website. Affective- or emotional-based trust is found to have a stronger positive effect on adoption behaviour than cognitive-oriented usability. Given this, industry practitioners may strategise and enhance technologies. Hotel booking mobile applications and websites that generate feeling of competency and integrity facilitate customers' decision making in choices. This amplifies confidence and satisfaction, and hence, greater technology adoption and usage.