The effect of trust on value on travel websites: enhancing well-being and word-of-mouth among the elderly

Despite older adults' potential for engagement in e-commerce, there is limited understanding of what makes them achieve well-being while using a travel website. In addressing this research gap relating to older adults' travel website experiences, this study highlights the important role of trust generating value in the context of travel websites. Specifically, this paper examines the relationships between trust, functional and hedonic values, well-being, and word-of-mouth (WOM). We analyzed 300 older adults in the United States (US) who used travel websites and purchased package tours, employing the structural equation modeling technique. The results show that trust significantly influences both functional and hedonic values, both of which result in well-being. Interestingly, hedonic value has a stronger effect on well-being than functional value, leading to WOM.