1. bookVolume 10 (2020): Issue 2 (December 2020)
Journal Details
First Published
30 Apr 2016
Publication timeframe
3 times per year
access type Open Access

Analysis of Factors Affecting Customer Trust in Online Hotel Booking Website Usage

Published Online: 26 Nov 2020
Volume & Issue: Volume 10 (2020) - Issue 2 (December 2020)
Page range: 106 - 117
Received: 31 Mar 2020
Accepted: 30 May 2020
Journal Details
First Published
30 Apr 2016
Publication timeframe
3 times per year

Tourism is a rapidly growing industry worldwide, and internet technologies are becoming increasingly important in that industry. Online hotel booking website (OHBW) has become an important tool in the marketing of hotel services. In this study, the factors affecting the trust perception of OHBW users were investigated. Data collected from 456 consumers using OHBWs were analysed using structural equation modelling. The results showed that reputation, security, ease of use and risk significantly affected the user's perception of trust. In addition, the perception of trust has a positive effect on customer loyalty. As a result, this study aims to provide useful findings to OHBW managers and researchers who want to increase customer trust and ensure their loyalty.


[1] Abdullah, D., Jayaraman, K., Shariff, D. N., Bahari, K. A., & Nor, N. M. (2017). The effects of perceived interactivity, perceived ease of use and perceived usefulness on online hotel booking intention: A conceptual framework. International Academic Research Journal of Social Science, 3(1), 16-23.Search in Google Scholar

[2] Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., Lal, B., & Williams, M. D. (2015). Consumer adoption of Internet banking in Jordan: Examining the role of hedonic motivation, habit, self-efficacy and trust. Journal of Financial Services Marketing, 20(2), 145-157.10.1057/fsm.2015.5Search in Google Scholar

[3] Al-Gahtani, S. S. (2011). Modeling the electronic transactions acceptance using an extended technology acceptance model. Applied computing and informatics, 9(1), 47-77.10.1016/j.aci.2009.04.001Search in Google Scholar

[4] Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS quarterly, 243-268.10.2307/4132332Search in Google Scholar

[5] Baki, R. (2019). The impact of information technologies and top management support on supply chain performance: An empirical approach for Turkey. Avrupa Bilim ve Teknoloji Dergisi, (17), 916-926.Search in Google Scholar

[6] Baki, R., Birgoren, B., & Aktepe, A. (2018). A meta analysis of factors affecting perceived usefulness and perceived ease of use in the adoption of e-learning systems. Turkish Online Journal of Distance Education, 19(4), 4-42.10.17718/tojde.471649Search in Google Scholar

[7] Bilgihan, A., & Bujisic, M. (2015). The effect of website features in online relationship marketing: A case of online hotel booking. Electronic Commerce Research and Applications, 14(4), 222-232.10.1016/j.elerap.2014.09.001Search in Google Scholar

[8] Björk, P., & Kauppinen-Räisänen, H. (2012). A netnographic examination of travelers’ online discussions of risks. Tourism Management Perspectives, 2, 65-71.10.1016/j.tmp.2012.03.003Search in Google Scholar

[9] Buhalis, D. (2004). eAirlines: strategic and tactical use of ICTs in the airline industry. Information & Management, 41(7), 805-825.10.1016/j.im.2003.08.015Search in Google Scholar

[10] Chang, H. H., & Chen, S. W. (2009). Consumer perception of interface quality, security, and loyalty in electronic commerce. Information & management, 46(7), 411-417.10.1016/j.im.2009.08.002Search in Google Scholar

[11] Choi, Y., & Mai, D. (2018). The sustainable role of the e-trust in the B2C e-commerce of Vietnam. Sustainability, 10(1), 291.10.3390/su10010291Search in Google Scholar

[12] Corrigan, P. W., Edwards, A. B., Green, A., Diwan, S. L., & Penn, D. L. (2001). Prejudice, social distance, and familiarity with mental illness. Schizophrenia bulletin, 27(2), 219-225.10.1093/oxfordjournals.schbul.a00686811354589Search in Google Scholar

[13] Cyr, D., Hassanein, K., Head, M., & Ivanov, A. (2007). The role of social presence in establishing loyalty in e-service environments. Interacting with Computers, 19(1), 43-56.10.1016/j.intcom.2006.07.010Search in Google Scholar

[14] Çetinsöz, B. C. (2015). The analysis of domestic tourists’ e-purchase tendency in technology acceptance model (TAM). Electronic Journal of Social Sciences, 14(53), 242-258.Search in Google Scholar

[15] Dewi, C. R., & Darma, G. S. (2014). Website Usability, satisfactıion, loyalty, security perception, trust and word of mouth ın e-commerce business. Jurnal Manajemen dan Bisnis, 11(2), 1-30.Search in Google Scholar

[16] Dholakia, U. M. (2001). A motivational process model of product involvement and consumer risk perception. European Journal of Marketing, 35(11/12), 1340-1362.10.1108/EUM0000000006479Search in Google Scholar

[17] Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877-886.10.1016/j.jbusres.2006.02.006Search in Google Scholar

[18] Einwiller, S. (2003). When reputation engenders trust: an empirical investigation in business-to-ConsumerElectronic commerce. Electronic Markets, 13(3), 196-209.10.1080/1019678032000092246Search in Google Scholar

[19] Elbeltagi, I., & Agag, G. (2016). E-retailing ethics and its impact on customer satisfaction and repurchase intention: a cultural and commitment-trust theory perspective. Internet Research, 26(1), 288-310.10.1108/IntR-10-2014-0244Search in Google Scholar

[20] Er, I., & Erçin, M. (2016). Examinıng the antecedents of consumer trust in private shopping repurchase intentions. Dumlupinar University Journal of Social Sciences, (49), 303-329.Search in Google Scholar

[21] Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451-474.10.1016/S1071-5819(03)00111-3Search in Google Scholar

[22] Flavian, C., & Guinaliu, M. (2006). Consumer trust, perceived security and privacy policy: three basic elements of loyalty to a web site. Industrial Management & Data Systems, 106(5), 601-620.10.1108/02635570610666403Search in Google Scholar

[23] Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.10.1177/002224378101800104Search in Google Scholar

[24] Ganguly, B., Dash, S. B., & Cyr, D. (2009). Website characteristics, Trust and purchase intention in online stores: An Empirical study in the Indian context. Journal of Information Science & Technology, 6(2).Search in Google Scholar

[25] Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.10.1016/S0305-0483(00)00021-9Search in Google Scholar

[26] Gefen, D., & Straub, D. W. (2000). The relative importance of perceived ease-of-use in IS acceptance: A study of ecommerce acceptance. Journal of AlS, 1(8), 1-30.Search in Google Scholar

[27] George, D., & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference. Boston, Allyn & Bacon.Search in Google Scholar

[28] Grabner-Kräuter, S., & Faullant, R. (2008). Consumer acceptance of internet banking: the influence of internet trust. International Journal of Bank Marketing, 26(7), 483-504.10.1108/02652320810913855Search in Google Scholar

[29] Gümüşsoy, Ç. A., & Yeterel, A. C. (2016). Examining the factors affecting the decision to repurchase intention from group-buying websites. International Journal of Information Technologies, 9(3), 275-284.Search in Google Scholar

[30] Hair, J., Anderson, R., Tatham, R., & Black, W. (1998). Multivariate data analysis. New Jersey, Prentice Hall.Search in Google Scholar

[31] Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. New Jersey, Prentice Hall.Search in Google Scholar

[32] Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), 183-191.10.1016/j.ijinfomgt.2014.12.005Search in Google Scholar

[33] Hassanein, K. S., & Head, M. (2004, October). Building online trust through socially rich web interfaces. In Proceedings of the 2nd annual conference on privacy, security and trust, Fredericton, New Brunswick, Canada, 15-22.Search in Google Scholar

[34] Herzallah, A. T., & Mukhtar, M. (2016). The Impact of Percieved Usefulness, Ease of Use and Trust on Managers’ Acceptance of e-Commerce Services in Small and Medium-Sized Enterprises (SMEs) in Palestine, 6(6), 922-929.10.18517/ijaseit.6.6.1377Search in Google Scholar

[35] Hong, Z., & Yi, L. (2012). Research on the influence of perceived risk in consumer on-line purchasing decision. Physics procedia, 24, 1304-1310.10.1016/j.phpro.2012.02.195Search in Google Scholar

[36] Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.10.1080/10705519909540118Search in Google Scholar

[37] Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. Information Technology and Management, 1(1-2), 45-71.10.1023/A:1019104520776Search in Google Scholar

[38] Kamarulzaman, Y. (2007). Adoption of travel e-shopping in the UK. International Journal of Retail & Distribution Management, 35(9), 703-719.10.1108/09590550710773255Search in Google Scholar

[39] Kassim, N. M., & Abdullah, N. A. (2008). Customer loyalty in e-commerce settings: an empirical study. Electronic Markets, 18(3), 275-290.10.1080/10196780802265843Search in Google Scholar

[40] Kassim, N.M., & Ismail, S. (2009). Investigating the complex drivers of loyalty in e-commerce settings. Measuring Business Excellence, 13(1), 56-71.10.1108/13683040910943054Search in Google Scholar

[41] Khalilzadeh, J., Ozturk, A. B., & Bilgihan, A. (2017). Security-related factors in extended UTAUT model for NFC based mobile payment in the restaurant industry. Computers in Human Behavior, 70, 460-474.10.1016/j.chb.2017.01.001Search in Google Scholar

[42] Kim, B. (2013). Responsive web design, discoverability, and mobile challenge. Library Technology Reports, 49(6), 29-39.Search in Google Scholar

[43] Kline, R. B. (2015). Principles and practice of structural equation modeling. Guilford publications.Search in Google Scholar

[44] Kim, M. J., Chung, N., & Lee, C. K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea. Tourism Management, 32(2), 256-265.10.1016/j.tourman.2010.01.011Search in Google Scholar

[45] Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.10.1016/j.dss.2007.07.001Search in Google Scholar

[46] Kim, Y. J., Han, S. M., & Lee, E. (2014). The role of trust in online shopping malls: different types of trust and how they affect consumer intention. International Journal of Electronic Commerce Studies, 4(2), 355-358.10.7903/ijecs.1127Search in Google Scholar

[47] Kim, K. K., & Prabhakar, B. (2004). Initial trust and the adoption of B2C e-commerce: The case of internet banking. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 35(2), 50-64.10.1145/1007965.1007970Search in Google Scholar

[48] Kim, G., Shin, B., & Lee, H. G. (2009). Understanding dynamics between initial trust and usage intentions of mobile banking. Information Systems Journal, 19(3), 283-311.10.1111/j.1365-2575.2007.00269.xSearch in Google Scholar

[49] Koufaris, M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information & Management, 41(3), 377-397.10.1016/j.im.2003.08.004Search in Google Scholar

[50] Lee, W. O., & Wong, L. S. (2016). Determinants of mobile commerce customer loyalty in Malaysia. Procedia-Social and Behavioral Sciences, 224, 60-67.10.1016/j.sbspro.2016.05.400Search in Google Scholar

[51] Lehto, X. Y., Kim, D. Y., & Morrison, A. M. (2006). The effect of prior destination experience on online information search behaviour. Tourism and Hospitality Research, 6(2), 160-178.10.1057/palgrave.thr.6040053Search in Google Scholar

[52] Llach, J., Marimon, F., del Mar Alonso-Almeida, M., & Bernardo, M. (2013). Determinants of online booking loyalties for the purchasing of airline tickets. Tourism Management, 35, 23-31.10.1016/j.tourman.2012.05.006Search in Google Scholar

[53] Lohse & Spiller, (1998). Electronic shopping. Communications of the ACM, 41(7), 81-87.10.1145/278476.278491Search in Google Scholar

[54] McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems, 11(3-4), 297-323.10.1016/S0963-8687(02)00020-3Search in Google Scholar

[55] Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing. European Journal of Marketing, 41(9-10), 1173-1202.10.1108/03090560710773390Search in Google Scholar

[56] Ogonowski, A., Montandon, A., Botha, E., & Reyneke, M. (2014). Should new online stores invest in social presence elements? The effect of social presence on initial trust formation. Journal of Retailing and Consumer Services, 21(4), 482-491.10.1016/j.jretconser.2014.03.004Search in Google Scholar

[57] Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, 29, 92-103.10.1016/j.jretconser.2015.11.007Search in Google Scholar

[58] Pittayachawan, S., Singh, M., & Corbitt, B. (2008). A multitheoretical approach for solving trust problems in B2C e-commerce. International Journal of Networking and Virtual Organisations, 5(3-4), 369-395.10.1504/IJNVO.2008.018828Search in Google Scholar

[59] Said, G. R. E & Galal-Edeen, G. H. (2009). The role of culture in e-commerce use for the Egyptian consumers. Business Process Management Journal, 15(1), 34-47.10.1108/14637150910931451Search in Google Scholar

[60] Safa, N. S., & Von Solms, R. (2016). Customers repurchase intention formation in e-commerce. South African Journal of Information Management, 18(1), 1-9.10.4102/sajim.v18i1.712Search in Google Scholar

[61] Schumacker, R. E., & Lomax, R. G. (2004). A beginner's guide to structural equation modeling Psychology, Lawrence Erlbaum Associates, Mahwah, NJ.10.4324/9781410610904Search in Google Scholar

[62] Turkish Statistical Institute (2019.a). Information and communication technology (ICT) usage in households and by individuals. Available at. http://www.turkstat.gov.tr/PreTablo.do?alt_id=1028 Accessed 12.11.2019.Search in Google Scholar

[63] Turkish Statistical Institute (2019.b). Population by age group and sex, 2018, 2023, 2040, 2060, 2080. Available at. http://www.turkstat.gov.tr/UstMenu.do?metod=temelist Accessed 12.19.2019.Search in Google Scholar

[64] Uruena, A., & Hidalgo, A. (2016). Successful loyalty in e-complaints: FsQCA and structural equation modeling analyses. Journal of Business Research, 69(4), 1384-1389.10.1016/j.jbusres.2015.10.112Search in Google Scholar

[65] Venkatesh, V., & Bala., H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273-315.10.1111/j.1540-5915.2008.00192.xSearch in Google Scholar

[66] Walek, B., Hosek, O., & Farana, R. (2016, May). Proposal of expert system for hotel booking system. In 2016 17th International Carpathian Control Conference (ICCC), 804-807.10.1109/CarpathianCC.2016.7501206Search in Google Scholar

[67] Zhou, Z. (2004). E-commerce and Information Technology in Hospitality and Tourism. Journal of Teaching in Travel and Tourism, 5(4), 71-73.Search in Google Scholar

Recommended articles from Trend MD

Plan your remote conference with Sciendo