Scale development of perceived eTrust in the hotel industry: The perspective of internet users

Liang Wang, Chun Hung Roberts Law, Kam Hung, Basak Denizci Guillet

Research output: Journal article publicationJournal articleAcademic researchpeer-review

15 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)35-46
Number of pages12
JournalInternational Journal of Hospitality Management
Publication statusPublished - 1 Jan 2014


  • ETrust
  • Hotel websites
  • Internet users
  • Scale development

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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