Abstract:
The objective of this study was to explore personal factors affecting consumer behavior towards the use of domestic hotel reservation service of www.agoda.com. The relationships between Consumer Behavior towards the use of domestic hotel reservation service of www.agoda.com and Internet Using Behavior, Website Service Using Motivation, Attitude towards the Website, and Media influencing Website Service Using Decision were studied. Results would be the implications for practices of planning, development,
improvement of the website in terms of domestic tourism. The sample group was 400 internet users who have ever used domestic hotel reservation service of www.agoda.com. Data was collected by using the questionnaire. Statistics used for data analysis included Percentage, Mean, Standard Deviation, Coefficient of Variation, t-test Analysis, One way-ANOVA, Paired comparison test, and Pearson ' s correlation coefficient. The results found that the users who were different in educational level, occupation, marital status had different behavior towards the use of domestic hotel reservation service of www.agoda.com. Besides, there were the relationships between Internet Using Behavior, Website Service Using Motivation, Attitude towards the Website, and Media influencing Website Service Using Decision and Behavior towards the use of domestic hotel reservation service of www.agoda.com.
