The impact of perceived security and consumer innovativeness on e-loyalty in online travel shopping

作者：Cui Feng, Derong Lin, Hailin Qu · 发表于：Journal of Travel & Tourism Marketing · 年份：2018 · DOI：10.1080/10548408.2017.1422452 · 被引用次数：66 · 研究领域：Digital Marketing and Social Media、Technology Adoption and User Behaviour、Customer Service Quality and Loyalty

This study investigates the impacts of perceived security and consumer innovativeness on online travel shopping. A survey questionnaire was used to collect data and a total of 283 questionnaires were used for data analysis. The mechanism of perceived security and consumer innovativeness was then identified. The study results indicate that: (1) higher perceived security increases the perception of website image and trust; (2) consumers with a higher level of innovativeness tend to trust travel websites; (3) website image has a mediating effect between perceived security and trust; and (4) trust has a mediating effect between website image and e-loyalty.