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

Jan Møller Jensen, Corinna Wagner

Research output: Contribution to journalJournal articleResearchpeer-review

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Abstract

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.

Original languageEnglish
JournalMarketing Intelligence & Planning
Volume36
Issue number3
Pages (from-to)318-333
ISSN0263-4503
DOIs
Publication statusPublished - 2018

Keywords

  • Cross-national consumer behaviour
  • Denmark
  • E-travel website
  • Initial online trust
  • Millennials
  • Portugal

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