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 language | English |
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Journal | Marketing Intelligence & Planning |
Volume | 36 |
Issue number | 3 |
Pages (from-to) | 318-333 |
ISSN | 0263-4503 |
DOIs | |
Publication status | Published - 2018 |
Keywords
- Cross-national consumer behaviour
- Denmark
- E-travel website
- Initial online trust
- Millennials
- Portugal