Influences of Ethical Values of e-Travel Agents on Authenticity and Trust Formations: The Moderating Role of Privacy Concerns

AbstractWhile ethical values and privacy concerns are considered factors that influence online consumers' decision-making process, few studies have examined the interaction effect between the two factors in the online brand development process. Therefore, this study proposed a research model to maximize the effectiveness of e-travel agents' ethical business on brand loyalty with a consideration of the roles of authenticity and two dimensions of trust. To do so, this study collected data from 405 online customers of e-travel agents. The empirical results indicated that consumers' perception of an e-travel agent's ethical values leads to higher levels of authenticity, trust, and brand loyalty. However, the empirical findings also addressed that the impact of authenticity on cognitive trust became significantly weaker under the high level of online privacy concerns. A deep understanding of the interaction between authenticity/brand trust and online privacy concerns is critical in the online brand development context.Keywords: Ethical valueauthenticitytrust formationbrand loyaltyprivacy concern Disclosure statementNo potential conflict of interest was reported by the author(s).Data availability statementData available on request due to privacy/ethical restrictions.Additional informationNotes on contributorsJihye KimJihye Kim is an Associate Professor in the Department of Integrated Strategic Communication at the University of Kentucky. Her research interests include advertising and public relations strategies, digital communication, cause-related marketing, and health communication. She has taught digital strategies, research methods, international advertising, media planning, and health communication campaign.Minseong KimMinseong Kim is an Assistant Professor in the Department of Management & Marketing at Louisiana State University in Shreveport. His research focuses mainly on digital consumer behavior and digital marketing strategy. He has taught principles of management, hospitality management, hospitality human resource management, research methods, and marketing strategy.