Effects of service providers’ self-disclosure on booking platforms on consumers’ trust, hesitation, and booking intentions: moderating role of social media influencers

This study aims to examine the relationship between service providers' self-disclosure on hotel booking platforms (i.e. Booking.com and TripAdvisor) and consumers' trust, hesitation, and booking intentions. The study also investigates the mediating effects of trust and hesitation on booking intentions and the moderating role of social media influencers (SMIs) on these relationships. Data analysis of 418 respondents found that service providers' self-disclosure significantly affects consumers' trust and hesitation, which in turn impacts their booking intentions. The results also showed that trust and hesitation both mediate the relationship between self-disclosure and booking intentions, with trust decreasing hesitation. Additionally, the study found that SMIs significantly strengthen the effect on consumers' trust and weaken hesitation through self-disclosure. These findings contribute to our understanding of trust, service management, and consumer behavior, and have implications for online booking platforms. The study also acknowledges its limitations and suggests areas for future research.