The purpose of this paper is to employ a cross-cultural perspective to propose and empirically evaluate four models focusing on the role of satisfaction and trust in the formation of online travel purchase intentions.
A proposed model is compared with three alternative models of the relationships among, and impact of, independent variables on purchase intentions. Data from South Korea and UK are used to examine the proposed relationship and select the best model among four alternative models.
Results suggest that there are significant differences as well as similarities across consumers in South Korea and the UK. Customized information has a direct affect on both satisfaction and trust. The effect of satisfaction on purchase intentions is mediated by attitude toward web site only in the UK sample, while it has direct and indirect effects on purchase intentions in the South Korean sample. However, the relationship between trust and purchase intentions is not supported in both data sets.
This study proposes four alternative models that include customized information as a key variable influencing purchase intentions. Hierarchical structural model analysis is utilized to evaluate these models and select the best fitting model.
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