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Consumer trust in the online travel marketplace

Austin, N.K. and Ibeh, K.I.N. and Yee, J.C.C. (2006) Consumer trust in the online travel marketplace. Journal of Internet Commerce, 5 (2). pp. 21-39. ISSN 1533-2861

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Abstract

Trust has been identified as a key challenge for the rapid growth and development of online transactions. However, only a limited number of research studies have examined the key indicators of trust and their relative significance in an online, travel industry environment. These studies have typically taken place in the more advanced western economies. This study contributes to redressing this research gap, using a sample of 135 Singaporean consumers. Analysis suggests six dimensions, including order facilitation effort, website presentation and navigation, customer information exchange, customer control and collaboration, transactional security and prior knowledge of vendor, as being of critical importance in enhancing consumer trust within the online travel marketplace. The managerial and future research implications of these findings are discussed in the paper.

Item type: Article
ID code: 9711
Keywords: trust, online transactions, travel, Marketing. Distribution of products, Management of Technology and Innovation, Human-Computer Interaction
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 12 Mar 2010 14:25
    Last modified: 04 Sep 2014 20:25
    URI: http://strathprints.strath.ac.uk/id/eprint/9711

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