أثر الثقة الالكترونية على نية الحجز عبر الانترنت

Abstract

This study aimed to identify the impact of electronic trust on enhancing the intention to use e-booking services among customers of Air Algérie, in light of the increasing expansion of digital services and the growing shift toward electronic transactions in the air transport sector. A random sample of 257 customers was selected based on their actual use of e-booking services and their previous experience with the company’s official website. The study adopted the descriptive-analytical approach as the most appropriate method for the nature of the research topic. A questionnaire was used as the main tool for data collection. It was designed to measure the independent variable represented by electronic trust through its dimensions: competence, integrity, benevolence, security, reputation, and cultural adaptation, while the dependent variable was represented by customers’ intention to use e-booking services. The collected data were analyzed using the Statistical Package for Social Sciences (SPSS), version 27, relying on several appropriate statistical methods such as arithmetic means, standard deviations, correlation tests, regression analysis, and variance analysis. The findings revealed a statistically significant effect of electronic trust and its various dimensions on customers’ intention to use e-booking services, reflecting the central role of electronic trust in encouraging customers to adopt online booking services. The results also showed that the security dimension had the strongest impact on e-booking intention, followed by the competence dimension. This confirms the importance of providing a secure and reliable digital environment that enhances users’ confidence while conducting online booking and electronic payment transactions. Furthermore, the study demonstrated that the company’s good reputation, information transparency, and the quality of electronic services provided contribute directly to strengthening customers’ trust and increasing their willingness to use e-booking services in the future. In light of the findings, the study recommended the need to develop digital infrastructure and strengthen electronic protection and cybersecurity systems, in addition to improving the quality of electronic services and simplifying booking procedures through the company’s official website. Such efforts would contribute to enhancing electronic trust and encouraging customers to rely more on e-booking services.