期刊
JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM
卷 23, 期 2, 页码 539-567出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/1528008X.2021.1891597
关键词
Generational cohort theory; perceived risk; millennia's; baby Boomers; travel; Australia
This study found that perceived financial risk, privacy risk, and psychological risk are significant for both Millennials and Baby Boomers, with overall risk having a stronger negative impact on consumers' intention to purchase travel online.
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.
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