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The purpose of this study is to investigate how the levels of perceived information influence consumers’ purchase evaluations and intentions when making hotel reservations on an opaque-selling travel website. Because of the uniqueness of the opaque-selling model, consumers must book a hotel room without knowing the hotel’s identity. Thus, consumers’ decision-making process is intricate and substantially influenced by the limited information provided by the websites.

This study used an experimental design approach that used promotional and preventative messages to manipulate the information levels. In total, 402 completed questionnaires were collected and analyzed by using quantitative research method.

The results indicated that perceived risks and perceived benefits lead toward different paths in regard to purchase intentions and information inquiries. To …