Mohamad Saleh Torkestani; Fahimeh Mafakheri; Fatemeh Haghighat
Abstract
Nowadays, despite the advantages of the Internet promotion in tourism industry, it is necessary to have a comprehensive knowledge of the concept of electronic loyalty and its affecting factors. This study examines the effect of loyalty and trust in Ecommerce on Shopping online for tourism ...
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Nowadays, despite the advantages of the Internet promotion in tourism industry, it is necessary to have a comprehensive knowledge of the concept of electronic loyalty and its affecting factors. This study examines the effect of loyalty and trust in Ecommerce on Shopping online for tourism products and services. The population of the study were customers of a well-known travel agency, who were using online services of the agency. Simple random sampling method was used in order to distribute the questionnaire. Also, Cochran formula was applied to determine the sample size, and the result was 82. Data analysis was done by using Smart PLS and the statistical method used in this study is Structural Equation Modeling. The results showed that functionality and perceived security of the website impact on trust and satisfaction, also cost impacts on satisfaction, but cost has no effect on trust and this hypothesis was rejected. The results confirmed the impact of trust and satisfaction on loyalty.
