旅游网站信息类型、品牌与服务保证对网站信任的影响

The Influence of Website Information Type,Brand and Service Guarantee on Tourism Online Trust

文章通过2×2×2组间因子实验法,分析了旅游网站信息类型(专一信息型vs.综合信息型)、品牌(品牌声誉高vs.品牌声誉低)和服务保证(有vs.无)对旅游在线交易信任的影响,同时考察了三者之间可能存在的交互作用。实验结果表明:(1)专一信息型网站和综合信息型网站对网站信任程度的影响没有显著差异;(2)品牌声誉高和有服务保证对旅游网站的可信性评价要明显高于那些品牌声誉低和没有服务保证的旅游网站;(3)专一信息型和综合信息型网站之间的可信性评价会因网站品牌及服务保证的不同而不同,当旅游网站的品牌声誉较低或者没有服务保证时,专一信息型和综合信息型网站之间的信任程度的效果都将被放大。此外,服务保证对网站可信性的评价会因品牌的不同而不同,那些没有形成高品牌声誉的网站通过实施服务保证来降低感知风险、提升信任的效果要高于那些具备高品牌声誉的网站。在上述研究发现的基础上,文章讨论了研究的理论与实践意义。

In the knowledge economy times,the Internet as the core of information technology has brought significant opportunities for the development of the tourism industry. With the rapid development of tourism e-commerce,online travel websites have become an important platform for tourism information search and reservation in the wave of the Internet economy. The interactivity,real-time and convenience of the network has gradually been combined with the traditional tourism transactions,prompting the rapid pace of development of Chinese tourism industry. So far,online tourism transactions are do minant. However,in real life,most consumers still prefer to search for information online and purchase travel products offline. Among a variety of reasons,lack of trust is the most obvious cause. Most tourists consider that online tourism trading is high risk and uncertain. As tourism websites are the direct interface and channel to consumers,the information content,transaction systems and service of tourists which are provided by the websites have become significant factors affecting the online trading willingness of trouists. The purpose of this study is to investigate the effects of website information type,brand and service guarantee on tourism online trust. The key methodology of this paper consists of a laboratory experiment, which is of high internal validity. A 2 × 2 × 2 factorial design is conducted in this research. Eight different scenarios are contrived in accordance with the levels of three independent variables including 'information type'( specific vs. general),'brand reputation'( high vs. low) and'service guarantee'( with vs. without). The results show that the effects on tourism online trust are stronger when tourism websites have a high brand reputation and service guarantee rather than low brand reputation and are without a service guarantee. However, beyond our expectation, there is no significant difference between specific information and general information websites on tourism online trust. What's more,the effects on tourism online trust are influenced by the interaction between information type and brand reputation as well as between information type and service guarantee. When the brand reputation is low or without a service guarantee,the degree of trust of the specific information website is higher than the general information websites. Similarly,the effect on tourism online trust is also influenced by the interaction between service guarantee and brand reputation. By carrying out service guarantees to reduce perceived risk,those who have not formed a website with high brand reputation can achieve significant effects,better than those that already have a high brand reputation. Finally,implications for theory and practice are discussed.