The Influence of Incidental Affect and Mood-changing Price on Online Booking Intention
Publication in refereed journal


This paper aims to examine the joint influence of incidental affect and mood-changing prices on consumers’ hotel booking intention in an online purchase context.

Based on the integrative framework of affect evaluation and affect regulation, a 3 × 2 full factorial between-subject online experiment in an online booking scenario is developed to investigate how consumers’ booking intentions change by mood inductions (happy, neutral and sad) and price levels (below versus above reference price).

Results showed that when the observed price was a mood-threatening cue, participants who were induced to feel either happy or sad by a commercial had a higher booking intention than those who were induced to feel neutral. However, there were no significant differences in participants’ booking intentions across pre-purchase affective states when the observed price was a mood-lifting cue.

Research limitations/implications
The current study contributes to a better understanding and prediction of consumers’ action tendencies resulting from the interactions between specific incidental affects and mood-changing opportunities in an online hotel reservation environment.

Practical implications
Online booking companies and online travel agencies in general may wish to incorporate mood-changing components into their booking web pages to enhance potential bookers’ purchase intentions at any given price.

This research is one of the first empirical studies to instantiate the integrative affective mechanism in an online purchase setting. As e-commerce and online marketplaces are taking the place of traditional brick-and-mortar retailing, it is critical for hospitality industry marketers to fully understand how consumers’ pre-purchase emotions influence their purchase decisions.
著者ChihChien Chen, Karen Xie, Shuo Wang
期刊名稱Journal of Hospitality and Tourism Technology
頁次357 - 371
關鍵詞Advertising, Affect regulation, Booking intention, Affect evaluation, Price cue

上次更新時間 2021-19-01 於 01:30