The effects of brand and online reviews on consumer trust and purchase intentions in developing countries: the case of the online travel agencies in Brazil
Intensive use of social media has helped online travel agencies (OTAs) to identify what things consumers find more relevant when planning their vacations online. Several online companies have emerged and started competing with well-established players in this market. However, unlike in developed cou...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2022-01-01
|
| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123071410004 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1825207248292413440 |
|---|---|
| author | Cláudia Rodrigues Maia Guilherme Lerch Lunardi Décio Bittencourt Dolci Edar da Silva Añaña |
| author_facet | Cláudia Rodrigues Maia Guilherme Lerch Lunardi Décio Bittencourt Dolci Edar da Silva Añaña |
| author_sort | Cláudia Rodrigues Maia |
| collection | DOAJ |
| description | Intensive use of social media has helped online travel agencies (OTAs) to identify what things consumers find more relevant when planning their vacations online. Several online companies have emerged and started competing with well-established players in this market. However, unlike in developed countries, where online tourism seems to have already reached maturity, in emerging countries - such as Brazil - the e-market is still tiny, but with great potential. In this study, we analyze the effects of brand and online reviews on consumer trust and purchase intention for OTAs in Brazil. We conducted a 2 x 2 factorial design experiment comparing well-known and lesser-known brands with the presence (or not) of online reviews. Our results indicate that brand equity is the primary driver of trust, although online reviews are very important to consumers of lesser-known brands. We also confirmed qualified antecedents of trust that drive consumer’s purchase intention. The study provides useful information for start-ups, small businesses, and larger and well-known companies to set up their e-commerce strategies. |
| format | Article |
| id | doaj-art-3465bf5d63a04ea28aff29f04e24f2a2 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2022-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-3465bf5d63a04ea28aff29f04e24f2a22025-02-06T23:39:33ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2022-01-0119328830810.15728/bbr.2022.19.3.4.enThe effects of brand and online reviews on consumer trust and purchase intentions in developing countries: the case of the online travel agencies in BrazilCláudia Rodrigues MaiaGuilherme Lerch LunardiDécio Bittencourt DolciEdar da Silva AñañaIntensive use of social media has helped online travel agencies (OTAs) to identify what things consumers find more relevant when planning their vacations online. Several online companies have emerged and started competing with well-established players in this market. However, unlike in developed countries, where online tourism seems to have already reached maturity, in emerging countries - such as Brazil - the e-market is still tiny, but with great potential. In this study, we analyze the effects of brand and online reviews on consumer trust and purchase intention for OTAs in Brazil. We conducted a 2 x 2 factorial design experiment comparing well-known and lesser-known brands with the presence (or not) of online reviews. Our results indicate that brand equity is the primary driver of trust, although online reviews are very important to consumers of lesser-known brands. We also confirmed qualified antecedents of trust that drive consumer’s purchase intention. The study provides useful information for start-ups, small businesses, and larger and well-known companies to set up their e-commerce strategies.http://www.redalyc.org/articulo.oa?id=123071410004social commerceonline tourismtrustbrandtravel agencies |
| spellingShingle | Cláudia Rodrigues Maia Guilherme Lerch Lunardi Décio Bittencourt Dolci Edar da Silva Añaña The effects of brand and online reviews on consumer trust and purchase intentions in developing countries: the case of the online travel agencies in Brazil BBR: Brazilian Business Review social commerce online tourism trust brand travel agencies |
| title | The effects of brand and online reviews on consumer trust and purchase intentions in developing countries: the case of the online travel agencies in Brazil |
| title_full | The effects of brand and online reviews on consumer trust and purchase intentions in developing countries: the case of the online travel agencies in Brazil |
| title_fullStr | The effects of brand and online reviews on consumer trust and purchase intentions in developing countries: the case of the online travel agencies in Brazil |
| title_full_unstemmed | The effects of brand and online reviews on consumer trust and purchase intentions in developing countries: the case of the online travel agencies in Brazil |
| title_short | The effects of brand and online reviews on consumer trust and purchase intentions in developing countries: the case of the online travel agencies in Brazil |
| title_sort | effects of brand and online reviews on consumer trust and purchase intentions in developing countries the case of the online travel agencies in brazil |
| topic | social commerce online tourism trust brand travel agencies |
| url | http://www.redalyc.org/articulo.oa?id=123071410004 |
| work_keys_str_mv | AT claudiarodriguesmaia theeffectsofbrandandonlinereviewsonconsumertrustandpurchaseintentionsindevelopingcountriesthecaseoftheonlinetravelagenciesinbrazil AT guilhermelerchlunardi theeffectsofbrandandonlinereviewsonconsumertrustandpurchaseintentionsindevelopingcountriesthecaseoftheonlinetravelagenciesinbrazil AT deciobittencourtdolci theeffectsofbrandandonlinereviewsonconsumertrustandpurchaseintentionsindevelopingcountriesthecaseoftheonlinetravelagenciesinbrazil AT edardasilvaanana theeffectsofbrandandonlinereviewsonconsumertrustandpurchaseintentionsindevelopingcountriesthecaseoftheonlinetravelagenciesinbrazil AT claudiarodriguesmaia effectsofbrandandonlinereviewsonconsumertrustandpurchaseintentionsindevelopingcountriesthecaseoftheonlinetravelagenciesinbrazil AT guilhermelerchlunardi effectsofbrandandonlinereviewsonconsumertrustandpurchaseintentionsindevelopingcountriesthecaseoftheonlinetravelagenciesinbrazil AT deciobittencourtdolci effectsofbrandandonlinereviewsonconsumertrustandpurchaseintentionsindevelopingcountriesthecaseoftheonlinetravelagenciesinbrazil AT edardasilvaanana effectsofbrandandonlinereviewsonconsumertrustandpurchaseintentionsindevelopingcountriesthecaseoftheonlinetravelagenciesinbrazil |