A cross-national comparison of Millennial consumers’ initial trust towards an e-travel website

Abstract

Purpose-The study examines Millennials' formation of trust towards a travel website and identifies the similarities and differences in trust formation among consumers from two countries-Denmark and Portugal. Design/methodology/approach-The study is based on online surveys conducted with convenience samples from two culturally distant countries. Independent t-tests, structural equation modelling and multi-group analysis are used to verify the conceptual model and test the hypotheses. Findings-Results support a strong relationship between initial trust towards a travel website and consumers' behavioural intentions. The results also suggest that cultural differences between countries moderate the formation of initial trust and behavioural reactions hereto. Originality/value-The study provides new insights into understanding how Millennials from Portugal and Denmark form initial trust towards an e-travel website.

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