Perceived Risk and Risk-Relievers in Online Travel Purchase Intentions
Perceived Risk and Risk-Relievers in Online Travel Purchase Intentions
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DOI：
10.1080/19368620903235803
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发表时间：
2009-10
影响因子：
12.5
通讯作者：
Pei-Jung Lin;Eleri Jones;Sheena Westwood
中科院分区：
文献类型：
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作者：
Pei-Jung Lin;Eleri Jones;Sheena Westwood
虽然互联网提供了许多好处，但一些消费者仍然不愿意在线购买旅游产品，因为他们认为存在风险。旅游产品与高风险相关，不仅因为其有形性，还因为它们通常涉及较高的成本和复杂的选择。此外，在线购买旅游产品的感知风险因涉及隐私和风险而放大。本研究旨在探讨台湾消费者对于网路旅游购物之风险认知，并特别关注他们对于旅游网站所提供之风险缓解措施之反应。本研究以台湾消费者为研究对象，透过参与式观察网路旅游产品的搜寻/购买过程。研究结果表明，一些风险缓解被认为是更有效地降低感知风险相关的在线旅游购买。基于这一发现，建议旅游网站应尝试和开发旨在支持消费者在预购阶段，以减少感知风险，这可能会导致积极的在线旅游购买意愿的风险缓解。
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.