Effect of transaction trust on e-commerce relationships between travel agencies

This study attempts to examine wholesaler construction of trust mechanism in B2B commerce in the travel industry. Eight hundred and sixty-eight travel agencies in Taiwan were surveyed, yielding 212 valid returned surveys. Results show a great difference between party trust and control trust, showing that retailers are primarily concerned with image and reputation, and less with concrete measures to enhance control trust. Finally, this study concluded with recommendations for how wholesalers can improve trust mechanisms, so as to consolidate and retain the trust beliefs and trust attitudes of the retailers for future transactions.