Multidimensional Facets of Perceived Risk in Mobile Travel Booking

Despite the growing prevalence of smartphones in daily life and travel context, travelers still perceive an extent of risk associated with using their smartphone to book travel products. In order to alleviate or reduce perceived risk, it is important to better understand the dimensions of and the fa...

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Bibliographic Details
Published in:Journal of travel research 2017-09, Vol.56 (7), p.854-867
Main Authors: Park, Sangwon, Tussyadiah, Iis P.
Format: Article
Language:English
Subjects:
Consumer behavior
Mobile commerce
Perceptions
Reservation systems
Risk
Smartphones
Studies
Travel
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Summary:Despite the growing prevalence of smartphones in daily life and travel context, travelers still perceive an extent of risk associated with using their smartphone to book travel products. In order to alleviate or reduce perceived risk, it is important to better understand the dimensions of and the factors that contribute to perceived risk. This study analyzed 411 responses from an online panel to examine perceived risk in mobile travel booking and identified the following facets: time risk, financial risk, performance risk, privacy/security risk, psychological risk, physical risk, and device risk. Several antecedents of perceived risk were identified. Perceived collection of personal information via smartphones contributes positively, while consumer innovativeness, trust, and visibility contribute negatively to perceived risk. Further, the predictive validity of perceived risk is confirmed as it significantly explains perceived usefulness, attitude, and behavioral intention in mobile travel booking. Implications to manage perceived risk and its antecedents are provided.
ISSN:0047-2875
1552-6763
DOI:10.1177/0047287516675062