Antecedents and consequences of consumers’ trust in hybrid travel websites

Daniel Leung, Jing Ma

Research output: Journal article publicationJournal articleAcademic researchpeer-review

22 Citations (Scopus)


Since most travel websites have shifted from single-role (i.e. transaction- or review-based features) to dual-role platforms (i.e. both transaction- and review-based features), this study proposes a modified model which outlines all antecedents and consequences of customers’ trust in hybrid travel websites. Survey responses provided by 610 hybrid travel website users show consumers’ trust propensity, perceived company reputation, perceived website security, perceived website reliability, perceived reviewer credibility, and perceived review quality to be positive and significant predictors of trust in hybrid travel websites. The findings also show that trust is a linchpin in determining consumers’ intention to purchase, follow, and recommend.

Original languageEnglish
Pages (from-to)756-772
Number of pages17
JournalJournal of Travel and Tourism Marketing
Issue number6
Publication statusPublished - 18 Sept 2020


  • behavioral intentions
  • consumer-generated content
  • E-commerce
  • hybrid travel websites
  • online trust
  • review-based features
  • transaction-based features
  • website trust

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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