Marketing strategies, perceived risks, and consumer trust in online buying behaviour

Pappas, Nikolaos (2015) Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing & Consumer Services, 29. pp. 92-103. ISSN 0969-6989

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Despite the rapid increase in online shopping, the literature is silent in terms of the interrelationship between perceived risk factors, the marketing impacts, and their influence on product and web-vendor consumer trust. This research focuses on holidaymakers’ perspectives using Internet bookings for their holidays. The findings reveal the associations between Internet perceived risks and the relatively equal influence of product and e-channel risks in consumers’ trust, and that online purchasing intentions are equally influenced by product and e-channel consumer trust. They also illustrate the relationship between marketing strategies and perceived risks, and provide managerial suggestions for further e-purchasing tourism improvement.

Item Type: Article
Identifier: 10.1016/j.jretconser.2015.11.007
Additional Information: © 2015 Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Keywords: Planned Behaviour; Perceived Risk; Travel and Tourism; Consumer Trust
Subjects: Hospitality and tourism
Depositing User: Nikolaos Pappas
Date Deposited: 19 Nov 2015 21:44
Last Modified: 06 Feb 2024 15:43


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