A Proposed Framework of eWOM and eTrust in Online Hotel Booking: The Influence of an e-Intermediary

Internet has become deeply rooted in our daily life and is affecting the way people behave and the way they impact their communities. Hotel industry worldwide is among the first industries that adopt the new technology quickly and make online hotel room booking available. Evidences however show that consumers are still reluctant to use online transaction due to various factors. This study will first analyses factors that may influence travelers' online hotel booking intention and then proposes a research framework for further study.