Abstract
ABSTRACT Drawing from network externalities perspective in the Economics literature, this study investigates the antecedents of trust and users’ continuance intention in the context of hybrid online travel platforms (HOTPs). Data were obtained by surveying 489 users of HOTPs in China. The empirical results based on the PLS-SEM model showed that indirect and direct network externalities positively influence functional quality and hedonic quality respectively. Furthermore, both functional quality and hedonic quality of HOTPs positively affect users’ trust, which in turn positively affects users’ continuance intention and negatively affects perceived risks.
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