The framing effect on purchase intention in hotel booking websites: The role of review breadth, numbers of review’s recommendation and brand familiarity

旅館預訂網站中框架效應對購買意願的影響:評論廣 度、評論推薦數量和品牌熟悉度的角色

本研究探討旅館預訂網站中的框架效應對購買意願的影響，並利用三 個調節變數:評論廣度、評論推薦數量和品牌熟悉度。本研究設計了兩個實 驗研究， 12 個組別，共 558 份有效問卷。結果顯示，正向的框架訊息比 負向的框架訊息能夠提高購買意願，但在評論推薦數量較高和熟悉的品牌中， 並不具有顯著性差異。研究結果顯示，這三個調節變數在框架效應對購買意 圖的影響中，具有緩和作用。本研究有助於旅遊和旅館領域的研究，並為行 銷人員和管理人員提供見解，以便制定更有效的營銷策略。

This study investigates the framing effect on purchase intention in hotel booking websites and utilizes three moderating variables: review breadth, number of reviews’ recommendation and brand familiarity. Two experimental studies were designed on a total of 12 sample groups consisting of 558 valid questionnaires. The results reveal that a positive framing message can lead to higher purchase intention than a negative framing message, although it is not statistically significant with a high number of reviews’ recommendation and familiar brand. The findings show mitigating effect of those three moderating variables on the framing effect influence on the purchase intention. This study contributes to tourism and hospitality researches while also providing insights for marketers and managers in order to develop more effective marketing strategies.