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Perceived risk and risk-relievers in online travel purchase intentions

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Author
Lin, Pei-Jung
Jones, Eleri
Westwood, Sheena
Date
2009-11
Type
Article
Publisher
Taylor & Francis
Metadata
Show full item record
Abstract
Although the Internet offers numerous benefits, some consumers are still reluctant to purchase travel products online due to perceived risk. Travel products are associated with higher risk not only because of their tangibility, but also because they typically involve higher cost and complex choices. Additionally, the perceived risk of purchasing travel products online is magnified by privacy and risk involved. This study investigates perceived risk associated with online travel purchasing by Taiwanese consumers with a special focus on their reaction to risk-relievers provided on travel websites. Data were collected through participant observation of the searching/ purchasing process of online travel products by the Taiwanese consumers. The results show some risk-relievers are considered to be more effective in reducing perceived risk related to online travel purchase. Based on this finding, it is suggested that travel websites should try and develop risk-relievers aimed at supporting consumers in the prepurchase phase in order to reduce perceived risk, which may lead to positive online travel purchasing intentions.
Journal/conference proceeding
Journal of Hospitality Marketing & Management
Citation
Lin, P. Jones, E. Westood, S. (2009) "Perceived risk and risk-relievers in online travel purchase intentions", Journal of Hospitality Marketing & Management, Vol18 (8), pp.782 - 810
URI
http://hdl.handle.net/10369/2570
DOI
http://dx.doi.org/10.1080/19368620903235803
Description
Full text not available from this repository. The definitive version is available at www.informaworld.com; or follow the enclosed URI.
Collections
  • Welsh Centre for Tourism Research [158]

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