Modeling the Multi-dimensional Facets of Perceived Risk in Purchasing Travel Online: A Generational Analysis

Sharma, Shavneet and Singh, Gurmeet and Pratt, Stephen (2022) Modeling the Multi-dimensional Facets of Perceived Risk in Purchasing Travel Online: A Generational Analysis. Journal of Quality Assurance in Hospitality & Tourism, 23 (2). pp. 539-567. ISSN 1528-008X

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Abstract

This paper examines the differences in consumers’ risk perception when intending to purchase travel online across Millennials and Baby Boomers. The proposed research model was tested using structural equation modeling. The results show that perceived financial risk, perceived risk privacy, and psychological risk are significant for both Millennials and Baby Boomers. Overall risk was found to have a stronger negative impact on consumers’ intention to purchase travel online. Results from this study will be helpful to travel businesses to determine which cohorts are averse to different types of risk and reduce consumers’ risk perception and increase online purchase intention.

Item Type:	Journal Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	School of Business and Management (SBM)
Depositing User:	Gurmeet Singh
Date Deposited:	18 Mar 2021 23:18
Last Modified:	09 Mar 2022 21:49
URI:	https://repository.usp.ac.fj/id/eprint/12712

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