This study investigates the relationships among website quality, website brand, perceived trust, perceived value, and purchase intention in the hotel industry. The study sample was a target chain hotel in Taiwan (i.e., Sheraton). A statistical analysis of the collected questionnaires was computed from a web-based survey. Using the structural equation modeling (SEM) technique, the results reveal that perceived trust is positively influenced by website quality, and purchase intention is positively influenced by perceived trust. Therefore, purchase intention is indirectly influenced by website quality through the mediator of perceived trust. Furthermore, the relationship between website quality and perceived trust is stronger for customers who perceive better website brand while the relationship between perceived trust and purchase intention is found to be stronger for customers who perceive high service value. According to the findings, the implications and future research directions are provided.

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This study explores the relationships among the following four dimensions, with a particular focus on how flow experience mediates social shopping behavior: (1) user beliefs; (2) website quality, including information quality, system quality, and service quality; (3) flow experience; and (4) social shopping behavior, as demonstrated by a sample of the online consumer population. We gathered online surveys (n = 386) in Taiwan to test the relationships among the four dimensions laid out in our structural equation model. The results confirm that flow experience has a mediating effect on social shopping behavior. They also show that there is a significant correlation between user beliefs, website quality, and flow experience. The results fill an empirical gap in the theoretical literature on social shopping behavior, especially areas involving website quality and the beliefs of users. They also offer insight into the positive effect which flow experience has on social shopping behavior. This study offers a valuable contribution by exploring in detail the way in which flow experience affects social shopping behavior through strengthening the influence of both website quality and user beliefs.

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