Online tourism consumers trust in social commerce

a cross-country study in Brazil and Uruguay

Authors

DOI:

https://doi.org/10.7784/rbtur.v16.2350

Keywords:

Social commerce, Online Tourism, Trust, Purchase Intention, Cross-country Study.

Abstract

This study analyzes the influence of the brand's reputation, the information quality on the website and the presence of comments, evaluations and recommendations typical of social commerce on trust and purchase intention of Brazilian and Uruguayan consumers of online travel agencies (OTAs). We conducted a survey research with 249 consumers from Brazil and Uruguay that use travel and tourism websites regularly. We found firm reputation as the main predictor of trust in both countries, influencing the consumers' purchase intention as well. Our results also suggest that both online recommendations and website information quality are important antecedents of trust, with no significant differences in the purchasing behavior of the studied consumers. The study suggests the presence of a Latin American culture, stronger than a national culture of Brazilians and Uruguayans regarding online tourism. These findings bring theoretical and managerial contributions that can support researchers and practitioners in Tourism, Marketing, and Information Technology domains that are interested in companies that operate in more than one country or with consumers from different national cultures, whether developing marketing strategies or improving their online platforms.

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Author Biographies

Cláudia Rodrigues Maia, Universidade Federal do Rio Grande do Sul (UFRGS), Porto Alegre, RS, Brasil.

Doutoranda em Administração, na área de Gestão de Sistemas e Tecnologia da Informação da Universidade Federal do Rio Grande – PPGA/UFRGS. Mestra em Administração, na área de Tecnologias Gerenciais, pelo Programa de Pós-Graduação em Administração – PPGA/FURG (2019). Graduada em Administração pela Universidade Federal do Rio Grande (2016). Possui experiência de pesquisa na área de Tecnologia da Informação, TI verde, Comércio Eletrônico, Comércio Social, Comércio Móvel e Turismo Online.

Guilherme Lerch Lunardi, Universidade Federal do Rio Grande (FURG), Rio Grande, RS, Brasil.

Possui graduação em Administração - Hab. Empresas pela Universidade Federal do Rio Grande - FURG (1999), mestrado em Administração pela Universidade Federal do Rio Grande do Sul (2001) e doutorado em Administração pela Universidade Federal do Rio Grande do Sul (2008). Em 2013, fez pós-doutorado na Ecole des Hautes Etudes Commerciales de Montreal/Canadá (HEC-Montreal). É professor Associado III da Universidade Federal do Rio Grande e participa como professor permanente do Programa de Pós-Graduação em Administração da FURG - Mestrado Acadêmico em Administração (PPGA/FURG) e Mestrado Profissional em Administração Pública (PROFIAP/FURG). Tem experiência na área de Administração, com ênfase em Sistemas de Informação, atuando principalmente nos seguintes temas: impacto de TI, bancos, tecnologia de informação, governança de TI, TI Verde e Tecnologias da Informação aplicada à Saúde.

Gabriel Budiño , Faculdade de Ciências Econômicas e Administração na Universidade de La República (UDELAR), Montevidéu, Uruguai.

Possui graduação em Contabilidade pela Universidade de La República (UDELAR). Mestrado em Sistemas de Informação. Consultor de Tecnologia da Informação e Coordenador Acadêmico do Programa de Pós-Graduação em Sistemas de Informação para Organizações e Gestão de Negócios em TI. Professor Associado de graduação e pós-graduação em disciplinas de TI e Gestão de Relacionamento com o cliente da Faculdade de Ciências Econômicas e Administração na Universidade de La República (UDELAR/Uruguai).

Melise de Lima Pereira, Universidade Federal do Paraná (UFPR), Curitiba, PR, Brasil.

Possui Doutorado em Turismo e Hotelaria pela Universidade do Vale do Itajaí - UNIVALI (2019), com bolsa CAPES/PROSUC e estágio doutoral na MODUL University Vienna - MU, Viena, Áustria; Mestrado em Turismo e Hotelaria pela Universidade do Vale do Itajaí - UNIVALI (2013), com bolsa da Fundação de Amparo à Pesquisa do Estado de Santa Catarina (FAPESC); e graduação em Turismo pela Universidade Federal de Pelotas - UFPEL (2011). Atualmente, é Professora Adjunta da Universidade Federal do Paraná (UFPR). Desenvolve pesquisas relativas à: imagem de destinos turísticos, valores pessoais, comportamento do consumidor, Marketing de Serviços e Pesquisa Quantitativa em Marketing Turístico

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Published

2022-01-11

How to Cite

Maia, C. R., Lunardi, G. L., Budiño , G., & Pereira, M. de L. (2022). Online tourism consumers trust in social commerce: a cross-country study in Brazil and Uruguay. Revista Brasileira De Pesquisa Em Turismo, 16, 2350. https://doi.org/10.7784/rbtur.v16.2350

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Vol. 16 (2022)

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Articles - Tourism Management

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Copyright (c) 2021 Cláudia Rodrigues Maia, Guilherme Lerch Lunardi, Gabriel Budiño , Melise de Lima Pereira

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