Customers’ Switching Decisions Between Online Booking Sites: A Multichannel Perspective

The online-to-offline (O2O) mode that integrates online transactions and offline experiences has been applied to the tourism industry. However, few studies have addressed issues regarding hotel rebooking, especially for previous online positive and negative experiences. The purpose of this study is to investigate how customers make switching decisions between online booking sites. The push-pull-mooring (PPM) model is used to connect with the transaction cost theory (TCT). By analyzing 267 questionnaires collected from hotel chains, the findings indicate that perceived value positively affects the intention to rebook through hotel websites. Low website service quality of OTAs positively influences dissatisfaction with OTAs, which in turn positively and negatively influences the intention to rebook through hotel websites or OTAs, respectively. Uncertainty of OTAs positively influences switching costs, which in turn positively influences the intention to rebook through OTAs. The findings provide deeper insights into consumer behavior in the O2O mode and offer marketing practices to two competing services or platforms.