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

Abstract

Purpose

The purpose of this paper is to examine Millennials’ formation of trust towards a travel website and identify the similarities and the 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.

Citation

Jensen, J.M. and Wagner, C. (2018), "A cross-national comparison of Millennial consumers’ initial trust towards an e-travel website", Marketing Intelligence & Planning, Vol. 36 No. 3, pp. 318-333. https://doi.org/10.1108/MIP-12-2017-0327