초록 열기/닫기 버튼
To understand trust formation process that drives consumers’ initial and repeated purchase are important for online travel agencies (OTAs) to gain a competitive advantage. By applying UTAUT2 model, this study has examined the differences in the role of influencing factors on trust level between initial and mature trust group of OTA users. An online survey of 438 C-trip users was conducted for empirical analysis. The results indicate that explaining variables of UTAUT2 model can be used to explain the level of trust on C-trip, and influence of antecedent factors of trust vary by the level of trust. It is suggested that ‘facilitating conditions’ and ‘habit,’ among other factors, needs to be actively utilized to facilitate trust on OTA. It is further argued that ‘facilitating conditions’ and ‘habit’ factors are more effective for mature trust group and initial trust group, respectively. Theoretical and practical implications based on findings are addressed.
키워드열기/닫기 버튼
OTA: Online Travel Agency, Trust, Initial Trust Group, Mature Trust Group, UTAUT2
