Formation of perceived authenticity, trust, and behavioral intentions in online sites: An evidence from travelers

Abstract

This research aims to reveal how travelers’ behavioral intentions are formed and shaped and the impacts of online sites on this process, perceived authenticity, and trust formation. Quantitative research methods and the questionnaire technique were used. Through convenience sampling, the research sample consists of respondents with previous online booking experience. The results reveal a positive relationship between perceived authenticity and cognitive trust and between perceived authenticity and affective trust. Affective trust positively impacts destination trust and behavioral intention, and destination trust positively impacts behavioral intention. The relationships between perceived authenticity and destination trust, cognitive trust and behavioral intention, and cognitive trust and destination trust were statistically insignificant. Limitations and future directions are also discussed.

Keywords

• Perceived authenticity
• Online review
• Online booking
• Behavioral intention
• Trust

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