Title: Analysing antecedent and consequences of trust in m-commerce for sustainability in tourism industry in Uttarakhand

Authors: Anuj; Jitendra Singh Chauhan; Pankaj Agarwal; Harish Kumar; Megha Sharma; Madhur Thapliyal

Addresses: School of Management, Graphic Era Hill University, Dehradun, India ' School of Management, Graphic Era Hill University, Dehradun, India ' School of Management, Graphic Era Hill University, Dehradun, India ' School of Management, Graphic Era Hill University, Dehradun, India ' School of Management, Graphic Era Hill University, Dehradun, India ' School of Computing, Graphic Era Hill University, Dehradun, India

Abstract: This study aims to apply a hypothesised model to better understand the phenomenon of m-commerce in the tourism sector and recognise the mediating role of trust (TST) in relation to contextual factors of perceived security (PSEC), electronic word-of-mouth (eWOM), and perceived quality (PQ) to purchase intention (IB). A total of 417 travellers from northern Indian tourist destinations took part in the questionnaire-based study. SEM was applied to analyse the measurement model and hypothesis. It was found that TST mediates the associations between PSEC and IB, eWOM and IB, and PQ and IB. Findings also confirm the positive connotation between PSEC and TST, eWOM and trust, PQ and TST. The findings of this study will assist the tourism sector in realising the importance of trust in visitors' purchasing intentions. This study draws attention to the tourism sector's need to improve PSEC, eWOM, and PQ to build visitor confidence.

Keywords: perceived security; electronic word-of-mouth; eWOM; perceived quality; trust; intention to buy; tourism industry; m-commerce.

DOI: 10.1504/IJEB.2024.137689

International Journal of Electronic Business, 2024 Vol.19 No.2, pp.139 - 155

Received: 27 Jan 2023
Accepted: 02 Sep 2023
Published online: 02 Apr 2024 *

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