A model of online trust for travel products

Dorothy K.Y. Choi, Norman Au

Research output: Journal article publicationJournal articleAcademic researchpeer-review

5 Citations (Scopus)


E-travel is expected to grow at an aggressive rate in the coming years, but a lack of trust on the part of potential customers may impede this growth. As transactions through the internet continue to increase, success will largely depend on customers' trust in the company. Trust is important to all marketing transactions, yet few studies have examined the phenomenon in an online environment for travel products. The results of this study suggest that e-brand image and user web experience have strong correlations with the establishment of online brand trust for travel products. The user web experience and online brand trust also have significant positive impacts on the satisfaction level of customers' online purchasing experience. These results provide a platform upon which future research can be built.
Original languageEnglish
Pages (from-to)132-146
Number of pages15
JournalInternational Journal of Services, Technology and Management
Issue number1-2
Publication statusPublished - 1 Feb 2011


  • E-brand
  • E-business
  • E-commerce
  • Satisfaction
  • Trust

ASJC Scopus subject areas

  • Engineering(all)
  • Computer Science Applications
  • Strategy and Management
  • Marketing


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