越南旅遊業現在正值成長階段，線上旅遊中介機構不僅為消費者提供一站式 購物方便性，並提供多樣化的搜索和競爭性之比價功能。因此，本研究旨在探討 消費者透過線上旅遊中介機構搜索和取得預訂飯店服務的動機和意圖，利用問卷 調查方式，以確認「認知」、「情感」和「社會因素」對消費者決策之影響。並藉 由解釋消費者行為動機與意圖之間的因果關係，以及目標導向行為模型，提供理 論修正和實踐意涵之貢獻。

Vietnam tourism is in fast growing phase now. Online travel intermediaries not only provide consumers with one-stop shopping but also allow them to compare many product choices, brands, and prices. This research aims to examine the motives and intentions of consumers to search for hotel booking services through online travel intermediaries and to recognize, by employing questionnaire investigation, whether cognitive, emotional and social factors influence consumer's decision-making. The research findings offer both theoretical and practical contributions to the model of goal-directed behavior.