Paper Info
Title
Trust on E-Commerce Website in Thailand: A Case of Online Hotel Reservation
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.
Year
DOI
Venue
2011
10.1109/SAINT.2011.106
SAINT
Keywords
Field
DocType
prior study,current study,customer trust,online hotel reservation,thai university student,structural equation modeling,e-commerce website,internet store,computer network security,internet,reliability,electronic commerce,mathematical model,statistical analysis,trust,e commerce,structural equation model,perceived risk
Reservation,Structural equation modeling,Load modeling,Computer science,Network security,Knowledge management,Computer network,Risk perception,E-commerce,Statistical analysis,The Internet
Conference
Citations 
PageRank 
References 
0
0.34
6
Authors
2
Name
Order
Citations
PageRank
Kanokwan Atchariyachanvanich1254.36
Hitoshi Okada2248.48