| Author: | Zhu, Ziwei |
| Title: | The role of credibility of online travel agencies in explaining attitudes toward the company, loyalty to the company, and behavioral intention during the Covid-19 pandemic |
| Advisors: | Kim, Sam (SHTM) |
| Degree: | M.Sc. |
| Year: | 2022 |
| Subject: | Travel agents -- Marketing Internet marketing Branding (Marketing) Consumers -- Attitudes Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | viii, 96 pages : illustrations |
| Language: | English |
| Abstract: | In e-commerce, Web credibility has been recognized as a necessary condition for companies to establish relationships with customers and improve profitability. As customers are more dependent on online transactions during the COVID-19, Web credibility is becoming ever more essential. Unfortunately, the credibility of online travel agencies (OTA) has been questioned by the public in recent years. It is thus crucial to research the composition of OTA credibility and its consequences. Therefore, this study aimed to establish a comprehensive OTA credibility assessment instrument. Also, identify the role of the credibility of online travel agencies in explaining attitudes toward the company, loyalty to the company, and behavioral intention. Based on the literature review, three Web credibility clusters with six attributes have been identified: website-based credibility, including surface credibility, source credibility, and content credibility; company-based credibility, including reputed credibility; and user-based credibility, including presumed credibility and experienced credibility. Moreover, 559 questionnaires were used to test a conceptual model explaining the role of OTA credibility. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed in data analysis. Results indicated that, among attributes, surface credibility, source credibility, reputed credibility, presumed credibility, and experienced credibility were revealed to influence users’ attitudes. Meanwhile, source credibility, reputed credibility, and experienced credibility are influential attributes in explaining users’ loyalty. Additionally, attitude toward the company was found to affect loyalty, while loyalty had a positive impact on intention to visit, intention to purchase, and intention to recommend. Results provide theoretical implications related to how OTA credibility influences attitude, loyalty, and behavioral intentions. The results of this study also have practical implications related to how OTA companies can enhance their credibility more efficiently. It is also believed that this study significantly contributes to understanding the efficacy of Web credibility in the online tourism context. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6914.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.31 MB | Adobe PDF | View/Open |
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