| dc.description.abstract | To attracting people to make reservations as soon as possible or to improve consumer attitudes, many booking websites influence consumers′ purchasing attitudes by using factors such as colors, comments and psychological stress. The purpose of this study is to investigate how the consumer purchasing attitudes of different self-constructed (independent / interdependent) consumers would be significant influenced by factors like the background colors of the website (cold color / warm color), the colors of the accommodation photos (cold color / warm color), the purpose that consumer would like to purchase (for leisure vacation / for business trip), the messages order of positive reviews or negative reviews and the factor of psychological stress (with reminder/no reminder). Besides, the discussion was made with three experimental designs and the results will be shown as below.
1. Independence and interdependent self-construal, the background colors of the website, the
purposes that consumer would like to purchase, the messages order of positive reviews or negative reviews and the factor of psychological stress have significant effects on consumer buying attitudes ; However, the colors of the accommodation photos has no significant effects on consumer buying attitudes and it does not have a significant effect on two-way factor interaction with the background colors of the website.
2. There is no significant difference in consumer purchasing attitudes of different website background colors when consumers are independent self-construal, and there will be a higher consumer purchasing attitude for cool color website background when consumers are interdependent self-construal.
3. There is no significant effect on the attitude of consumers purchasing between different purchase purposes when consumers are independent self-construal, and there is a higher consumer buying attitude for the purpose of purchase of business travel when consumers are interdependent self-construal.
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4. The purpose of the consumer purchase for business travel has a higher consumer purchasing attitude under the cool background color of the website, and the purpose of the consumer purchase for leisure vacation has a higher consumer purchasing attitude under the warm background color of the website.
5. There is no significant effect on the consumer purchasing attitude of the positive or negative messages order when consumers are independent self-construal, and there is a higher consumer buying attitude for the consumers are independent self-construal if the first one of the two reviews is a good comment.
6. There is no significant effect on consumer attitudes toward psychological stress or not when consumers are independent self-construal, and there are lower consumer attitudes under psychological stress compared to no psychological stress when consumers are interdependent self-construal.
7. In case of no psychological stress, there is no significant effect on the attitude of consumers in different message orders, and the message order when first one of the two reviews is a good comment has a higher consumer attitude under the condition of psychological stress.
8. Self-construals do not have a significant effect on three-way factor interaction with the purposes of consumer purchase and background colors of websites. Besides, self-construals do not have a significant effect on three-way factor interaction with different messages order and psychological stress.
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