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Information and Communication Technologies in Tourism 2005 pp 306–317Cite as

Consequences of Customer Confusion in Online Hotel Booking

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Abstract

Consumer Confusion is a relatively new concept in consumer behavior research. Increasingly, consumers get swamped by a large variety of opportunities to choose, similar products and information, and the increasing complexity of products and services. While previous studies mostly explored the markets for convenience- and shopping-goods in the stationary retail industry, this paper investigates the consequences of customer confusion in online booking of hotels. In the first part of the paper, the concept of consumer confusion and its outcomes are discussed. In the empirical part of the paper, based on a survey on 228 tourists, the causal relationships between customer confusion and its consequences are tested using structural equation modeling.

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Author information

Authors and Affiliations

  1. Institute for Business Administration and Economics Department for Marketing and International Management, University of Klagenfurt, Austria

    Kurt Matzler

  2. eBusiness-Institute (biztec), University of Klagenfurt, Austria

    Martin Waiguny

Authors
  1. Kurt Matzler
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  2. Martin Waiguny
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Editor information

Editors and Affiliations

  1. School of Business and Enterprise, Queen Margaret University College, Edinburgh, Scotland, UK

    Andrew J. Frew

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© 2005 Springer-Verlag Wien

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Matzler, K., Waiguny, M. (2005). Consequences of Customer Confusion in Online Hotel Booking. In: Frew, A.J. (eds) Information and Communication Technologies in Tourism 2005. Springer, Vienna. https://doi.org/10.1007/3-211-27283-6_28

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  • DOI: https://doi.org/10.1007/3-211-27283-6_28

  • Publisher Name: Springer, Vienna

  • Print ISBN: 978-3-211-24148-6

  • Online ISBN: 978-3-211-27283-1

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