Effects of price sorting display on extreme option choice aversion: The role of ease of comparison in multiple option displays

Due to the popularity of online travel agency (OTA) booking platforms, OTAs display diverse information, including features of products, on their websites. Based on choice architecture literature, this study aimed to examine the effect of product quality and price sorting (vs. non-sorting) on extreme option choice aversion and identify the moderating effect of displays that made it difficult to read information. The results of a series of four experimental studies (total n = 2838 online panel members) demonstrated that the tendency to choose the non-extreme or middle-attributed options was stronger when quality and price were displayed sorted (vs. non-sorted). It was theorized that easy comparison of multiple options leads to decision-making. The positive effect of quality and price sorting on extreme option choice aversion was significantly reduced when customers had difficulty reading the displayed information.     

新教师组织社会化策略在首都经济贸易大学OTA中的运用

新教师是高校组织社会化的主体,高校新教师的组织社会化已成为影响教师职业发展的首要因素。首都经济贸易大学OTA(Office of Teacher Advancement)在组织社会化中发挥了重要作用。新教师的组织社会化策略在OTA工作中得以成功地运用,并能科学地指导新教师职业生涯的发展,加快他们组织社会化的进程,引导新教师走向职业成功。     

Strategic Choice of Sales Channel and Business Model for the Hotel Supply Chain

In this paper, we study whether a hotel should cooperate with an independent online travel agency (OTA) to sell rooms, and, if yes, using what business model—the Merchant model or the Agency model. In the Merchant model, the OTA purchases rooms at a discount wholesale price and sells them at a profit, but takes on the risk of having unsold inventory. In the Agency model, the OTA passes reservations booked by its customers to the hotel and receives an agreed commission fee on each transaction. We demonstrate that there is no one strategy tailored to all situations: the choices of channel and business model are closely tied to certain conditions, like the hotel’s room capacity, consumer acceptance of the OTA channel, the increase in market size with the OTA channel and the commission rate charged by the OTA. The hotel’s equilibrium strategy indicates that adding the OTA channel does not increase the hotel’s profit if the hotel’s capacity, the increase in market size with the OTA channel, and consumer acceptance of the OTA channel are relatively small. Regarding the selection of business model, in general, larger hotels offered a larger increase in market size with the OTA channel, and where the commission rate is low, will prefer the Agency model; otherwise hotels will prefer the Merchant model. Managerial guidance regarding channel and business model selection is provided.     

Tell us your concern,and we shall together address! Role of service booking channels and brand equity on post-failure outcomes

The extant literature on service failure and recovery has overlooked the post-service failure evaluations when customers interact through different online service booking channels, such as direct websites (Direct) and online travel agents (OTAs). In this study, following the attribution theory and the expectation disconfirmation framework, we analyse the impact of service failure across service booking channels (direct vs. OTA) and its influence on post-service failure outcomes. Besides this, the study also examines the moderating roles of co-created service recovery and brand equity between channel type and post-recovery outcomes. A between-subjects experimental design revealed that when a service failure occurs in a direct (vs. OTA) website, it creates adverse outcomes of higher magnitude. The results also suggest that, in the case of a direct channel, co-created service recovery generates favourable service outcomes when the channel carries low brand equity. However, in the case of an OTA, the use of co-created service recovery works better when that OTA carries high level of brand equity. Further, the results also supported that these post-recovery outcomes are driven by recovery satisfaction and channel engagement. Thus, this study findings offer novel insights into online service recovery literature and managerial practice, primarily for efficient design and execution of recovery efforts across channels.     

To Ban or not to ban rate parity,that is the question… or not?

Considering the heated debate in the hotel industry about the rate parity clause and the appropriateness of its ban to give rise to rate disparity, this article analyzes the hotel performance that has resulted from the rate parity prohibition established in some European countries, by looking into the market value of the hotels involved. The empirical analysis conducted on a sample of hotel companies trading on the stock exchange in Germany and France shows that the approval of the rate parity ban generates positive abnormal returns. However, an increase in risk is detected. It seems that, while the prospects of greater autonomy to set prices in the hotel industry and stronger competition in the online distribution industry are looked at positively, the hotels will have to deal with a customer’s potential higher perception of price unfairness, less control over its own brand and a greater likelihood of price wars.     

我国在线旅游（OTA）发展潜力评价及应用研究

在线旅游市场随着经济和互联网技术的迅速发展以及新技术的运用而不断发展,本文采用多指标离差最大化和聚类分析方法,从在线旅游发展基础、市场容量和开发效益维度构建了在线旅游发展潜力评价指标体系,对11家在线旅游提供商发展潜力进行了分析,最终评价结果与当前在线旅游行业发展现状基本相符,证明了该在线旅游发展潜力评价指标的可行性。     

美国科技政策中“其它交易授权”及其评价研究

科技进步之目的是促进经济发展，维护国家安全，以及保障人类健康和卫生福利。科技发展离不开科技投入。科技投入的结构及绩效是各国政府关注的问题。美国科技政策新出现的其它交易工具，为政府获取前沿技术、创新科技投入等方面起到积极的作用。尽管这项政策工具还面临很多挑战，但研究其产生、发展、管理及评价，可为当今科技管理提供比较和借鉴。     

浅析OTA的跨界营销对策

本文的目的在于探讨当前OTA通过跨界营销来获取盈利的背景、存在的问题及建议。笔者为此走访了国内顶尖OTA的一些管理人员,并参考了国内各大OTA去年的季报、年报及相关分析。通过认真分析OTA跨界营销的背景、当前跨界营销中存在的问题,对于未来OTA的跨界营销提出了一些建议,并鼓励OTA早跨、大跨,从而达到尽快实现盈利的目的。     

Why do people purchase from online travel agencies (OTAs)? A consumption values perspective

Online travel agencies (OTAs) are struggling to remain financially sustainable due to intense competition. To overcome this challenge, OTAs need to better engage their customers by offering them superior value propositions. This calls for an in-depth understanding of the consumption values pertinent to the OTA context. To address this gap, the current study puts forward a framework for predicting purchase intention by adapting the theory of consumption values to the OTA context. The proposed model is tested with data collected from 809 OTA users. The results imply that quality-of-benefits, monetary, social status, preference, and information values predict purchase intention toward OTAs, with the chief driver being the quality-of-benefits value, followed by the preference value. Moderation analysis further reveals that the strength of the relationship between these values and purchase intention differs between users in different age groups and between users with different levels of privacy and security concerns, hygiene consciousness, and visibility perceptions.     

线上临场感对民宿购买意愿的影响研究

随着旅游电子商务模式出现，线上临场感成为在线服务渠道给消费者留下的第一印象，对旅游产品的营销产生重要影响。以OTA（Online Travel Agent）为研究对象，通过实验研究法，研究了线上临场感对消费者购买旅游产品意愿的影响。实验结果表明：OTA形式越生动，线上临场感强度也越高，购买意愿也随之增强。对于民宿这一项旅游产品来说，图文描述带来的空间临场感对购买意愿的效果并不显著，有效的交流使社会临场感提高后，可显著提升人们的购买意愿。