GENDER DIFFERENCES IN ANTECEDENTS AND CONSEQUENCES OF TRUST IN AN ENTERPRISE’S TRAVEL BLOGS CHI-LUNG LEE National Taiwan University of Science and Technology KUO-LUN HSIAO National Taichung University of Science and Technology HSI-PENG LU National Taiwan University of Science and Technology We developed a research model based on the trust literature to explore both the antecedents and consequences of users’ trust in an enterprise’s travel blogs, and gender differences in determinants of trust. Responses from 239 participants were used to test the research model hypotheses. The causal model was validated using partial least squares regression analysis. The results showed that the visual appeal and information adequacy of the blog platform, as well as trust in travel experts’ blogs, were the key factors influencing readers’ trust, for both men and women. Contrary to our expectations, trust for men was not significantly affected by the operational efficiency of the blog platform. Moreover, although trust was found to influence male and female users’ intention to recommend travel services, it did not have a significant effect on female users’ purchase intention. Keywords: trust, travel blog, travel services, purchasing intention, gender differences. SOCIAL BEHAVIOR AND PERSONALITY, 2015, 43(2), 269-286 © Society for Personality Research http://dx.doi.org/10.2224/sbp.2015.43.2.269 269 Chi-Lung Lee, Department of Information Management, National Taiwan University of Science and Technology; Kuo-Lun Hsiao, Department of Information Management, National Taichung University of Science and Technology; and Hsi-Peng Lu, Department of Information Management, National Taiwan University of Science and Technology. This study was financially supported by the National Science Council of the Republic of China (NSC 101-2410-H-025-008). Correspondence concerning this article should be addressed to: Kuo-Lun Hsiao, Department of Information Management, National Taichung University of Technology and Science, No. 129 Sanmin Road, Sec. 3, North District, Taichung City 404, Taiwan, ROC. Email: h24871356@gmail. com