Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents

• We analyze the effects of assurance on trust antecedents in travel website.
• Trust depends on perceived information quality and perceived security.
• Security is mainly affected by reputation, investment, third-party assurance seals.
• Online purchase intention is influenced by perceived value and trust.

This paper proposes a model for the formation of online purchase intention based on perceived value, trust and the antecedents of perceived security and privacy, using the model proposed by Ray, Ow, and Kim (2011) extended to cover third-party assurance seals and related constructs, and examines the influence on trust of consumers' perceived information quality, privacy, and security. A total of 451 individuals participated in an experiment. The partial least squares technique was applied to data collected via a questionnaire to test the proposed model. The results indicate that online purchase intention depends on perceived value and trust. The main predictors of perceived trust are perceived information quality and perceived security. Consumers' perceived security depends on vendor reputation, website investment, third-party assurance seals, understanding of third-party seals, privacy and security policies, familiarity with the website, Internet privacy concerns, and disposition towards third-party certification.