EXPLORING KEY FACTORS THAT INFLUENCE CONSUMER TRUST IN AIRLINE WEBSITES | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Article 13, Volume 14, Issue 1, 2017, Pages 91-110 PDF (442.93 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2017.50039 | ||
| Authors | ||
| Hamida Abd El Samie Mohamed; Mahmoud Rammadan Al-Azab | ||
| Tourism Studies Department - Faculty of Tourism and Hotels - Sadat City University | ||
| Abstract | ||
| This study is an attempt to identify the most crucial factors that enhance the level of consumer trust in airline websites. Based on a review of selected previous studies, we propose four factors that can influence consumer trust in airline websites; website quality and its dimensions (information quality, design quality, perceived ease of use and perceived usefulness), company reputation, perceive institution assurance and its dimensions (perceived security and perceived privacy), and word of mouth and recommendations. Data was collected through online self- administered questionnaire distributed through convenient sampling method. Pearson correlation and regression analysis were utilized to test the hypothesized variables. The findings revealed a positive relationship between aforementioned factors and consumer trust in airline websites. Consumer trust also influences purchase intentions. Suggestions are also given for managers in airline companies to improve the level of trust at their websites. | ||
| Keywords | ||
| consumer trust; airline websites; website quality; website design; company reputation; word of mouth and recommendations; intention to purchase; e-ticketing | ||
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