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• W3147493956 abstract "In the knowledge economy times,the Internet as the core of technology has brought significant opportunities for the development of the tourism industry. With the rapid development of tourism e-commerce,online travel websites have become an important platform for tourism search and reservation in the wave of the Internet economy. The interactivity,real-time and convenience of the network has gradually been combined with the traditional tourism transactions,prompting the rapid pace of development of Chinese tourism industry. So far,online tourism transactions are do minant. However,in real life,most consumers still prefer to search for online and purchase travel products offline. Among a variety of reasons,lack of trust is the most obvious cause. Most tourists consider that online tourism trading is high risk and uncertain. As tourism websites are the direct interface and channel to consumers,the content,transaction systems and service of tourists which are provided by the websites have become significant factors affecting the online trading willingness of trouists. The purpose of this study is to investigate the effects of website type,brand and service guarantee on tourism online trust. The key methodology of this paper consists of a laboratory experiment, which is of high internal validity. A 2 × 2 × 2 factorial design is conducted in this research. Eight different scenarios are contrived in accordance with the levels of three independent variables including information type( specific vs. general),brand reputation( high vs. low) andservice guarantee( with vs. without). The results show that the effects on tourism online trust are stronger when tourism websites have a high brand reputation and service guarantee rather than low brand reputation and are without a service guarantee. However, beyond our expectation, there is no significant difference between specific and general websites on tourism online trust. What's more,the effects on tourism online trust are influenced by the interaction between type and brand reputation as well as between type and service guarantee. When the brand reputation is low or without a service guarantee,the degree of trust of the specific website is higher than the general websites. Similarly,the effect on tourism online trust is also influenced by the interaction between service guarantee and brand reputation. By carrying out service guarantees to reduce perceived risk,those who have not formed a website with high brand reputation can achieve significant effects,better than those that already have a high brand reputation. Finally,implications for theory and practice are discussed." @default.
• W3147493956 created "2021-04-13" @default.
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• W3147493956 date "2014-01-01" @default.
• W3147493956 modified "2023-09-23" @default.
• W3147493956 title "The Influence of Website Information Type,Brand and Service Guarantee on Tourism Online Trust" @default.
• W3147493956 hasPublicationYear "2014" @default.
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