FROM TRUST TO TRUSTWORTHINESS : Formalising consumer behaviour with discourse on Airbnb platform
One of the most important consumers’ needs in their decision-making process is reduction of risks. On online platforms, trust is the most powerful tool for mitigating risks in making consumption decisions, especially in relation to tourism services that customers are unable to experience before the trip. In the digital age, trust is often mediated by information and communication technologies (ICT
