search query: @author Qu, H. / total: 14
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| Author: | Kim, L. H. Qu, H. Kim, D. J. |
| Title: | A study of perceived risk and risk reduction of purchasing air-tickets online |
| Journal: | Journal of Travel & Tourism Marketing
2009 : VOL 26:3, p. 203-224 |
| Index terms: | risk electronic commerce airlines |
| Language: | eng |
| Abstract: | The purpose of the article is to explore consumer's risk perceptions in the context of online flight ticket purchases. A survey questionnaire is used to collect data from students and personnel from seven US universities. The findings suggest that the most important antecedent of overall risk is the security risk encountered by the customer. The perceived risk seems to be higher for non-purchasers than online purchasers. Preferred risk-reduction strategies were reputation of the vendor, well-known brand, symbols of security approval and recommendations from family and friends. Finally, the perceived risk of online flight ticket purchases varied among demographic groups. |
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