This paper aims to examine the joint influence of incidental affect and mood-changing prices on consumers’ hotel booking intention in an online purchase context.
Based on the integrative framework of affect evaluation and affect regulation, a 3 × 2 full factorial between-subject online experiment in an online booking scenario is developed to investigate how consumers’ booking intentions change by mood inductions (happy, neutral and sad) and price levels (below versus above reference price).
Results showed that when the observed price was a mood-threatening cue, participants who were induced to feel either happy or sad by a commercial had a higher booking intention than those who were induced to feel neutral. However, there were no significant differences in participants’ booking intentions across pre-purchase affective states when the observed price was a mood-lifting cue.
The current study contributes to a better understanding and prediction of consumers’ action tendencies resulting from the interactions between specific incidental affects and mood-changing opportunities in an online hotel reservation environment.
Online booking companies and online travel agencies in general may wish to incorporate mood-changing components into their booking web pages to enhance potential bookers’ purchase intentions at any given price.
This research is one of the first empirical studies to instantiate the integrative affective mechanism in an online purchase setting. As e-commerce and online marketplaces are taking the place of traditional brick-and-mortar retailing, it is critical for hospitality industry marketers to fully understand how consumers’ pre-purchase emotions influence their purchase decisions.
