Impact of Website Interface on Customer Experience and Engagement Intention in Online Hotel Booking

This study aims to examine the impacts of a website interface on customer experience and engagement intention in online hotel booking services. A research model was proposed to discuss the interrelationships among website interface attributes, online customer experience, and customer engagement intention. The moderating effects of self-efficacy were also included. A quantitative approach of collecting 608 usable online questionnaires was conducted, and SPSS and AMOS were used to analyze the measurement model and proposed hypotheses. The results demonstrated that customer experience was affected by the information attributes, service attributes, and technical attributes of the booking website interface. Furthermore, customer experience was found to be positively related to customer engagement intention on booking websites. Moderating effects of web self-efficacy on these relationships were suggested.