Scale development of perceived eTrust in the hotel industry: The perspective of Internet users |
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| Institution: | 1. Department of Economics and Business, Universitat Pompeu Fabra, Ramon Trias Fargas 25-27, 08005 Barcelona, Spain;2. Kantar Health, Kirkgate, 19-31 Church Street, Epsom, Surrey KT17 4PF, UK;1. Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4100, Tallahassee, FL 32306-2541, United States;2. Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4110, Tallahassee, FL 32306-2541, United States;3. Department of Business Administration, Hoseo University, 78 Gackwonsa Way, Dongnam-gu, Cheonan-si, Chungnam 330-713, South Korea;1. School of Business, Sun Yat sen University, No. 135, Xingang West Road, Guangzhou 510275, PR China;2. School of Management, Guangdong University of Technology, No. 161, Yinglong Road, Guangzhou 510520, PR China;3. College of Management, National Chiayi University, 580 Hsin-Ming Road, Chiayi 60054, Taiwan |
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| Abstract: | This study aims to discuss online consumer trust (eTrust) in the hotel industry from the perspective of Chinese web users. Based on literature review and results of interviews with and focus group discussions among Internet users, hotel practitioners, and academic experts, a measurement scale was formulated. With two phases of data collection, this research found Chinese web users moderately trusted hotels’ own websites while doubted their intentions to fulfill promises delivered on the websites. Statistical analysis confirmed the suggestion that eTrust was a triple-dimensional construct which consisted of integrity, benevolence, and ability. Notably, the dimension of integrity which refers to honesty and promise fulfilling was regarded the most important by Chinese Internet users. The proposed eTrust scale revealed statistically satisfactory validity and reliability, indicating its soundness in guiding future similar studies. Based on the findings, theoretical implications as well as suggestions for Chinese hoteliers were offered. |
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| Keywords: | eTrust Scale development Hotel websites Internet users |
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