ABSTRACT

Since most travel websites have shifted from single-role (i.e. transaction- or review-based features) to dual-role platforms (i.e. both transaction- and review-based features), this study proposes a modified model which outlines all antecedents and consequences of customers’ trust in hybrid travel websites. Survey responses provided by 610 hybrid travel website users show consumers’ trust propensity, perceived company reputation, perceived website security, perceived website reliability, perceived reviewer credibility, and perceived review quality to be positive and significant predictors of trust in hybrid travel websites. The findings also show that trust is a linchpin in determining consumers’ intention to purchase, follow, and recommend.

摘要

由于大多数旅游网站已从单角色（即基于交易或评论的功能）转变为双角色平台（即基于交易和评论的功能），因此本研究提出了一种修改后的模型，该模型概述了所有角色的前因和后果客户对混合旅行网站的信任。610个混合旅行网站用户提供的调查答复显示，消费者的信任倾向，感知的公司声誉，感知的网站安全性，感知的网站可靠性，感知的审阅者信誉和感知的评论质量是混合旅游网站信任的积极且重要的预测指标。研究结果还表明，信任是决定消费者购买，关注和推荐意愿的关键。