Understanding Factors Influencing Click-Through Decision in Mobile OTA Search Engine Systems

Understanding Factors Influencing Click-Through Decision in Mobile OTA Search Engine Systems

Mobile commerce has changed the decision environment for users who intend to reserve a preferred hotel. This study aims to investigate the factors that affect the dynamic click-through decision (CTD) in mobile online travel agency (OTA) search engines. We propose a dynamic Bayesian inference framewo...

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Bibliographic Details
Main Authors: Hongming Gao, Mingjun Zhan
Format: Article
Language:English
Published: MDPI AG 2023-03-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
mobile commerce
online travel agent
search engine marketing
tourism search
click-through decision
Bayesian inference
Online Access:https://www.mdpi.com/0718-1876/18/1/32

Internet

https://www.mdpi.com/0718-1876/18/1/32

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