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Electronic trust-building for hotel websites: a social exchange theory perspective

Electronic trust-building for hotel websites: a social exchange theory perspective This study aims to contribute to the context of electronic trust (e-trust) research with an emphasis on the determination of tourists’ e-trust in hotel websites. This research used social exchange theory to elaborate how perceived attributes of a hotel website influence purchase behaviour of tourists. This area is often neglected because most studies focus on website users’ adoption or acceptance of other service industries. It is expected that trust-generating mechanisms have different impacts on the e-trust level in the hospitality services.Design/methodology/approachA comprehensive literature review identified the major antecedents and outcomes of e-trust. Data was collected from an online survey and 586 usable questionnaires were achieved. Structural equation modelling was used to examine the hypothesized model.FindingsThe results of this study demonstrated that the more tourists perceive influences positively, the more they are possibly to trust in hotel website. Findings revealed that perceptions about the attributes of hotel website, including security, privacy, usefulness, ease of use and compatibility are the main antecedents of trust in hotel website, which, in turn, lead to actual usage of the website for booking online.Originality/valueThis study is based on a large sample of tourists and broadens the understanding of e-trust in hotel websites by considering factors rarely discussed in prior tourism and hospitality literature. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

Electronic trust-building for hotel websites: a social exchange theory perspective

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References (84)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1759-0833
eISSN
1759-0833
DOI
10.1108/jima-05-2022-0119
Publisher site
See Article on Publisher Site

Abstract

This study aims to contribute to the context of electronic trust (e-trust) research with an emphasis on the determination of tourists’ e-trust in hotel websites. This research used social exchange theory to elaborate how perceived attributes of a hotel website influence purchase behaviour of tourists. This area is often neglected because most studies focus on website users’ adoption or acceptance of other service industries. It is expected that trust-generating mechanisms have different impacts on the e-trust level in the hospitality services.Design/methodology/approachA comprehensive literature review identified the major antecedents and outcomes of e-trust. Data was collected from an online survey and 586 usable questionnaires were achieved. Structural equation modelling was used to examine the hypothesized model.FindingsThe results of this study demonstrated that the more tourists perceive influences positively, the more they are possibly to trust in hotel website. Findings revealed that perceptions about the attributes of hotel website, including security, privacy, usefulness, ease of use and compatibility are the main antecedents of trust in hotel website, which, in turn, lead to actual usage of the website for booking online.Originality/valueThis study is based on a large sample of tourists and broadens the understanding of e-trust in hotel websites by considering factors rarely discussed in prior tourism and hospitality literature.

Journal

Journal of Islamic MarketingEmerald Publishing

Published: Oct 25, 2023

Keywords: Consumer behaviour; Electronic trust; Hotel website; Hospitality industry; Social exchange

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