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Information Safety, Corporate Image, and Intention to Use Online Services: Evidence from Travel Industry in Vietnam

The decline in the physical office space for travel agencies in developed countries has been accompanied 
with increases in e-travel services offered online. A similar revolution can be expected in developing 
countries, such as Vietnam. But what will drive consumer action in these countries? While linkages 
between corporate image and information safety have been proposed to online buying intentions, the area 
has research gaps, which are investigated in this paper. We used a Technology Adoption based model with 
corporate image and information safety, and investigated e-travel services adoption among Vietnamese 
students. Our sample consists of 548 responses obtained from a survey conducted at a university in 
Vietnam. The results show that information safety, but interestingly not corporate image, links to e-travel 
services adoption. We discuss the reasons and propose future research opportunities in this area.