The impact of perceived security and consumer innovativeness on e-loyalty in online travel shopping

ABSTRACT

This study investigates the impacts of perceived security and consumer innovativeness on online travel shopping. A survey questionnaire was used to collect data and a total of 283 questionnaires were used for data analysis. The mechanism of perceived security and consumer innovativeness was then identified. The study results indicate that: (1) higher perceived security increases the perception of website image and trust; (2) consumers with a higher level of innovativeness tend to trust travel websites; (3) website image has a mediating effect between perceived security and trust; and (4) trust has a mediating effect between website image and e-loyalty.

KEYWORDS:

• Online travel shopping
• travel website
• perceived security
• consumer innovativeness
• trust
• website image
• e-loyalty
• rational choice theory
• cognitive dissonance theory
• mediating effects

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the China Scholarship Council [201506310122].