Predictors of e-trust for Web-based travel intermediaries: a survey on Istanbul visitors
Journal of Hospitality and Tourism Technology, cilt.11, sa.4, ss.667-680, 2020 (SSCI, Scopus)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 11 Sayı: 4
- Basım Tarihi: 2020
- Doi Numarası: 10.1108/jhtt-02-2019-0037
- Dergi Adı: Journal of Hospitality and Tourism Technology
- Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, CAB Abstracts, Hospitality & Tourism Complete
- Sayfa Sayıları: ss.667-680
- Anahtar Kelimeler: e-trust, Web-based travel intermediaries, Self-efficacy, Cognitive and affective attitude, Hierarchical linear regression, ????, ?????, ?????, ???????, ???????
- Kırklareli Üniversitesi Adresli: Evet
Özet
Purpose: The main purpose of this study is to investigate the factors affecting e-trust perception of tourists using Web-based travel intermediaries (WBTIs). Cognitive and affective attitude components are believed to be important in assessing the e-trust perception of tourists. However, this paper aims to investigate if self-efficacy would be an important predictor for e-trust in the context of WBTIs. Design/methodology/approach: The quantitative research method is used in this study. Data were collected by the survey method from the tourists who visited Istanbul/Turkey and made their bookings via Web-based travel intermediaries. Hierarchical linear regression analysis is used to investigate to which extent age/gender/years of usage, self-efficacy, cognitive and affective components are affecting tourists’ e-trust perception. Findings: According to the study results, self-efficacy, the attitude components, in addition to the demographic variables, predict a significant amount of variance (45%) in e-trust for Web-based travel intermediaries. Besides attitude components, self-efficacy is put forward as significantly important in the perception of e-trust. Originality/value: The novelty of the current study is that it uses hierarchical regression to test if self-efficacy would be an important predictor for e-trust while examining the effect of various predictive variables in sequential order. Therefore, the relative importance of this e-trust predictor can be evaluated based on how much it contributes to the prediction over and above other important antecedents of e-trust according to the literature. This study provides evidence that the social cognitive theory may be useful in understanding e-trust in online tourist behavior.