This paper explores consumer trust in Internet-based airline reservations using the data collected from individual consumers in Hong Kong. The empirical analysis shows that such attributes as perceived usefulness, ease of use, reputation, privacy, security and responsibility significantly influence consumer attitudes towards online airline reservation services. In addition, consumer attitudes are related to integrity, benevolence and ability, which in turn affect consumer trusting intentions to use online airline reservations. The research results in practically useful implications for improving Internet-based airline reservation services.
Liao, Ziqi; Shi, Xinping; and Hung, Bill Wan Sing, "Consumer Trust in Internet-based Airline Reservations" (2007). ICEB 2007 Proceedings. 60.