The Role of Value and Trust in Shaping Recommendation Intentions: Evidence from Travel App Users

This study assesses the role of value and trust in shaping travelers' recommendation intentions toward travel apps. Based on structural equation modeling questionnaire data, concludes that utilitarian hedonic values affect users' trust, which subsequently leads to intention recommend Results also demonstrate different impacts user between information searching apps (e.g., TripAdvisor app) booking Booking. com app). research provides a framework captures how travelers form their through gained from mobile app use experiences. It suggests providers focus rather than monetary building trust.