Trust on E-Commerce Website in Thailand: A Case of Online Hotel Reservation

Prior study of the customer trust in an Internet store has not yet dealt with online hotel reservation. In order to test its generalization, this current study was designed to investigate whether or not the perceived trust and perceived risk would affect the customer's attitude towards using online hotel reservation and intention to use it in Thailand. The model was developed and its hypotheses were tested by using the structural equation modeling. The results of questionnaire filled out by 446 Thai university students pointed out that the customer's perceived trust is significantly associated with the customer's attitude towards using online hotel reservation but the customer's perceived risk has no effect on the attitude towards using it.