THE ROLE OF WEB DESIGN TOWARDS INFLUENCE PURCHASE INTENTION IN HOTEL INDUSTRY.

This paper aims to report the findings of an empirical research focusing on the role of web design that influence purchase intention in hotel industry. With very little effort or time, hoteliers can publish hotel information on their website and customers can make room reservations online. To understand the mechanism surrounding these transactions, this study was conducted to investigate the role of web design that influence purchase intention in the hotel industry. The data for this study will be collected by using questionnaires from 150 respondents in the hotel industry at Melaka. The results indicate that purchase intention on website hotel are determined by usability, functionality, perceived usefulness and ease of use. Overall, in this research findings, the ease of use is the most influence and has resulted in a significant on the online purchase intention with a value of 0.000. The collected data will be analysed, interpreted and discuss in this research. [ABSTRACT FROM AUTHOR]