IJIMT 2014 Vol.5(4): 255-260 ISSN: 2010-0248
DOI: 10.7763/IJIMT.2014.V5.523

The Impact of Website Quality and Perceived Trust on Customer Purchase Intention in the Hotel Sector: Website Brand and Perceived Value as Moderators

Kuo-Chien Chang, Nien-Te Kuo, Chia-Lin Hsu, and Yi-Sung Cheng
Abstract— This study investigates the relationships among website quality, website brand, perceived trust, perceived value, and purchase intention in the hotel industry. The study sample was a target chain hotel in Taiwan (i.e., Sheraton). A statistical analysis of the collected questionnaires was computed from a web-based survey. Using the structural equation modeling (SEM) technique, the results reveal that perceived trust is positively influenced by website quality, and purchase intention is positively influenced by perceived trust. Therefore, purchase intention is indirectly influenced by website quality through the mediator of perceived trust. Furthermore, the relationship between website quality and perceived trust is stronger for customers who perceive better website brand while the relationship between perceived trust and purchase intention is found to be stronger for customers who perceive high service value. According to the findings, the implications and future research directions are provided.

Index Terms— Website quality, website brand, perceived trust, perceived value, purchase intention.

Kuo-Chien Chang is with the Leisure and Recreation Management Department, Chihlee Institute of Technology, New Taipei City, Taiwan (e-mail: kcchang@mail.chihlee.edu.tw).
Nien-Te Kuo is with the Travel Management Department, National Kaohsiung University of Hospitality and Tourism, Kaohsiung City, Taiwan (e-mail: nkuo01@yahoo.com).
Chia-Lin Hsu is with the Department of International Business Administration, Chinese Culture University, Taipei City, Taiwan (e-mail: xjl6@ulive.pccu.edu.tw).
Yi-Sung Cheng was with the Tourism Department, Ming Chuan University, Taoyuan County, Taiwan (e-mail: rick20939@hotmail.com).

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Cite: Kuo-Chien Chang, Nien-Te Kuo, Chia-Lin Hsu, and Yi-Sung Cheng, " The Impact of Website Quality and Perceived Trust on Customer Purchase Intention in the Hotel Sector: Website Brand and Perceived Value as Moderators," International Journal of Innovation, Management and Technology vol. 5, no. 4, pp. 255-260, 2014.

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