가격복잡성, 소비자혼란 및 쇼핑피로감에 기반한 온라인 호텔 예약 지연

Abstract

In China, the rapid expansion of mobile hotel reservation apps has led to an information overload, resulting in pricing complexity, user confusion, and subsequent booking delays. In the context of mobile hotel booking app services in China, this study empirically examined the relationships between price complexity, consumer confusion, shopping fatigue, and purchase delay. Additionally, it also tested the mediating effect of shopping fatigue and both the moderating and the moderated mediation effects of reservation experience on these relationships. To this end, an online survey targeting Chinese consumers with an experience of booking hotels using mobile apps in China was carried out, and a total of 305 valid responses were analyzed. The key findings are as follows. Firstly, both the price complexity and consumer confusion exerted positive impacts on shopping fatigue and purchase delay. Secondly, shopping fatigue positively impacted purchase delay. Furthermore, shopping fatigue partially mediated the relationship between price complexity, consumer confusion, and purchase delay. Finally, reservation experience significantly influenced the relationship between consumer confusion and purchase delay, serving as a moderating factor and as a moderated mediating factor. The findings of this study can help enrich the understanding and knowledge base in the hotel reservation domain and devise practical and effective solutions to tackle related challenges.