The factors influencing electronic trust and purchase intentions in online booking websites: A study of the Portuguese consumer

• Autor(a) principal: Costa, Mariana Falcão Correia Cabral da
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/16363
• topic: Online booking websites; Marketing; Electronic trust; Purchase intentions; Página web; Marketing; Turismo; Comportamento do consumidor; Satisfação do cliente

This dissertation aims to study a subject that has become increasingly important in today's society and that requires constant and updated research: the online tourism, and the relationship between consumers and the websites dedicated to the provision of services of accommodation reservations. This way, one intended to analyze which elements influence the most electronic trust and purchase intentions of the Portuguese population in these platforms. Throughout this work, concepts like "e-wom", website characteristics, purchase intentions, electronic trust and homophily (attribute similarity) were approached. We investigated the role of certain website characteristics, namely comments from other consumers and the quality of websites, and some homophily traits such as the gender and individuals' experience on these websites, on electronic trust and purchase intentions, as well as the influence of trust in their future hotel booking decisions. To better understand this phenomenon, a quantitative methodology was used by means of an online questionnaire, mostly divulgated through Facebook, considered an important mean of communication. Thus, 509 valid answers were obtained. As main conclusions we can state that Booking.com is the website of choice for the sampled individuals to search and book accommodation, their trust in the websites is clearly influenced by the feedback given by previous consumers, and the website quality is the factor that Influences the most both electronic trust and purchasing intentions of these consumers.