The role of value and trust in shaping recommendation intentions: Evidence from travel app users

Abstract

This study assesses the role of value and trust in shaping travelers’ recommendation intentions toward travel apps. Based on structural equation modelling of questionnaire data, the study concludes that utilitarian and hedonic values affect users’ trust, which subsequently leads to intention to recommend travel apps. Results also demonstrate the different impacts of utilitarian and hedonic values on user trust and recommendation intention between information searching apps (e.g., TripAdvisor app) and booking apps (e.g., Booking.com app). This research provides a framework that captures how travelers form their recommendation intention through values and trust gained from mobile app use experiences. It also suggests that travel app providers focus on utilitarian and hedonic values rather than monetary values in building user trust.