Trust on E-Commerce Website in Thailand: A Case of Online Hotel Reservation

Author

Atchariyachanvanich, Kanokwan ; Hitoshi, Okada

Author_Institution

Thai-Nichi Inst. of Technol., Bangkok, Thailand

fYear

2011

fDate

18-21 July 2011

Firstpage

574

Lastpage

577

Abstract

Prior study of the customer trust in an Internet store has not yet dealt with online hotel reservation. In order to test its generalization, this current study was designed to investigate whether or not the perceived trust and perceived risk would affect the customer´s attitude towards using online hotel reservation and intention to use it in Thailand. The model was developed and its hypotheses were tested by using the structural equation modeling. The results of questionnaire filled out by 446 Thai university students pointed out that the customer´s perceived trust is significantly associated with the customer´s attitude towards using online hotel reservation but the customer´s perceived risk has no effect on the attitude towards using it.

Keywords

Internet; Web sites; computer network security; electronic commerce; hotel industry; reservation computer systems; statistical analysis; Internet; Thai university students; Thailand; customer attitude; customer trust; e-commerce Website; online hotel reservation; structural equation modeling; Companies; Electronic commerce; Internet; Load modeling; Mathematical model; Reliability; Web sites; Thailand; e-commerce; online hotel reservation; trust;

fLanguage

English

Publisher

ieee

Conference_Titel

Applications and the Internet (SAINT), 2011 IEEE/IPSJ 11th International Symposium on

Conference_Location

Munich, Bavaria

Print_ISBN

978-1-4577-0531-1

Electronic_ISBN

978-0-7695-4423-6

Type

conf

DOI

10.1109/SAINT.2011.106

Filename

6004215