This article aims to examine the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention from travel websites. Built upon the theory of consumers' perceived risk, a theoretical model was proposed and a questionnaire was developed. The fieldwork utilized responses from 409 participants who purchased travel items from websites of Malaysian travel companies. Partial least square (PLS) path modelling approach, a variance-based structural equation modelling (VB-SEM), was used to assess the overall goodness-offit tests, measurement and structural model. The results highlight different aspects related to the effectiveness and attractiveness of travel companies' websites. Its unique finding highlights the importance of personal value as a user characteristic factor that can strongly affect online purchase intention. In addition, by combining user characteristics and website characteristic and examining them in a single model, this study provides a clear multidimensional picture of causal relationship between latent constructs in an online travel purchase context. Theoretical and practical implications of study results are discussed and suggestions for future research are provided.

Nowadays, trust is one of the most important variables in business. Lack of trust has a direct impact on business components' confidence. Trustworthiness can create value and leads business to obtain high market share. Trust is also the most important variable in knowledge sharing on the basis of the knowledge context. A different kind of trust is re quired in knowledge sharing. Complexity and structured level of knowledge are the two important factors in knowledge clas sification. In this paper competence-based trust and benevo lence-based trust are discussed. Effective knowledge sharing can be encouraged by improving the different types of trust.In this paper, we discuss on trust definition and trust meas urement in knowledge sharing. We propose to improve knowledge sharing within a community to lead organizations to high level of productivity.

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