A cross-national comparison of Millennial consumers’ initial trust towards an e-travel website

Jan Møller Jensen, Corinna Wagner

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Abstrakt

Purpose: The purpose of this paper is to examine Millennials’ formation of trust towards a travel website and identify the similarities and the differences in trust formation among consumers from two countries – Denmark and Portugal. Design/methodology/approach: The study is based on online surveys conducted with convenience samples from two culturally-distant countries. Independent t-tests, structural equation modelling and multi-group analysis are used to verify the conceptual model and test the hypotheses. Findings: Results support a strong relationship between initial trust towards a travel website and consumers’ behavioural intentions. The results also suggest that cultural differences between countries moderate the formation of initial trust and behavioural reactions hereto. Originality/value: The study provides new insights into understanding how Millennials from Portugal and Denmark form initial trust towards an e-travel website.

OriginalsprogEngelsk
TidsskriftMarketing Intelligence & Planning
Vol/bind36
Udgave nummer3
Sider (fra-til)318-333
ISSN0263-4503
DOI
StatusUdgivet - 2018

Emneord

  • Initial trust
  • Millennials
  • Travel website
  • Cross-national comparison

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