EXPLORING KEY FACTORS THAT INFLUENCE CONSUMER TRUST IN AIRLINE WEBSITES

Document Type : Original Article

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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.

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