INVESTIGATION OF PERCEIVED RISKS IN HOLIDAY PURCHASES FROM WEB-BASED TRAVEL INTERMEDIARIES ACCORDING TO DEMOGRAPHIC CHARACTERISTICS
Sažetak
The main purpose of this research is to determine the risks in holiday purchasing that tourists perceive in the preferences of web-based travel agencies and risk reduction strategies. The data of the research were obtained from domestic tourists who residing in Eskisehir and previously purchased holiday. A total of 406 questionnaires were accepted as valid as a result of the face-to-face questionnaires. The higher perceived risk dimensions by tourists were determined as performance risk, security risk and financial risk. The tourists who purchase a holiday from a sales office of travel agency, females, singles, in the age group of 18-25 and 50 and over, higher perceived risk than others. Based on the results of the research, suggestions were made to practitioners in the sector and researchers.
Reference
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Bertea, P.E. & Moisescu, O. I. (2011). Perceived risk, price and online travel agencies: Does price always matter? Management & Marketing Journal. 9 (1), 32,42.
Bigné, E., Sanz, S., Ruiz, C. & Aldás, J. (2010). Why some internet users don’t buy air tickets online. In Information and Communication Technologies in Tourism. 209-221.
Cases, A.S. (2002). Perceived risk and risk-reduction strategies in internet shopping. The International Review of Retail, Distribution and Consumer Research. 12 (4), 375-394.
Caudill, E.M. & Murphy, P.E. (2000). Consumer online privacy: Legal and ethical issues. Journal of Public Policy & Marketing. 19 (1), 7-19.
Chen, R. & He, F. (2003). Examination of brand knowledge, perceived risk and consumers' intention to adopt an online retailer. Total Quality Management & Business Excellence. 14 (6), 677-693.
Cox, D.F. & Rich, S.U. (1964). Perceived risk and consumer decision-making: The case of telephone shopping. Journal of Marketing Research. 1 (4), 32-39.
Cunningham, L.F., Gerlach, J. & Harper, M.D. (2004). Assessing perceived risk of consumers in Internet airline reservations services. Journal of Air Transportation, 9 (1), 21-35.
Cunningham, L.F., Gerlach, J. & Harper, M.D. (2005). Perceived risk and e-banking services: An analysis from the perspective of the consumer. Journal of Financial Services Marketing, 10 (2), 165-178.
Derbaix, C. (1983). Perceived risk and risk relievers: An empirical investigation’ Journal of Economic Psychology. 3 (1), 19-38.
Featherman, M.S. & Pavlou, P.A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies. 59 (4), 451-474.
Forsythe, S.M. & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56 (11), 867-875.
Forsythe, S., Liu, C., Shannon, D. & Gardner, L.C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20 (2), 55-75.
Gegez, A.E. (2015). Pazarlama Araştırmaları. 5. Baskı, İstanbul: Beta Yayınları.
George, D. & Mallery, P. (2003). SPSS for windows step by step: A simple guide and reference, 4. Edition, Boston: Allyn and Bacon.
Hassan, A.M., Kunz, M.B., Pearson, A.W.& Mohamed, F.A. (2006). Conceptualization and measurement of perceived risk in online shopping. Marketing Management Journal, 16 (1), 138-147.
Jacoby, J. & Kaplan, L.B. (1972). The components of perceived risk. Association for Consumer Research, 3 (3), 382-393.
Jarvenpaa, S.L. & Todd, P.A. (1997). Consumer reactions to electronic shopping on the World Wide Web. International Journal of Electronic Commerce. 1 (2), 59-88.
Jensen, J.M. (2012). Shopping orientation and online travel shopping: the role of travel experience. International Journal of Tourism Research. 14 (1), 56-70.
Karabulut, A.N. (2013). Tüketicilerin algılanan risk değişkeni karşısında internetten alışveriş yapma eğilimlerinin ölçülmesi: Beklenen fayda teorisine karşı beklenti teorisi. Journal of Yaşar University. 8 (32), 5515-5536.
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Kozak, M. (2015). Bilimsel Araştırma: Tasarım, Yazım ve Yayım Teknikleri. 2. Edition, Ankara: Detay Yayıncılık.
Krejcie, R.V. & Morgan, D.W. (1970). Determining sample size for research activities. Educational and Psychological Measurement. 30, 607-610.
Kunnan, A.J. (1998). An introduction to structural equation modelling for language assessment research. Language Testing. 15 (3), 295-332.
Law, R. & Leung, R. (2000). A study of airlines’ online reservation services on the Internet. Journal of Travel Research. 39 (2), 202-211.
Law, R. & Wong, J. (2003). Successful factors for a travel website: perceptions of online purchasers in Hong Kong. Journal of Hospitality & Tourism Research. 27 (1), 118-124.
Liebermann, Y. & Stashevsky, S. (2002). Perceived risks as barriers to Internet and e-commerce usage. Qualitative Market Research: An International Journal. 5 (4), 291-300.
Lim, N. (2003). Consumers’ perceived risk: sources versus consequences. Electronic Commerce Research and Applications. 2 (3), 216-228.
Lin, P.J., Jones, E. & Westwood, S. (2009). Perceived risk and risk-relievers in online travel purchase intentions. Journal of Hospitality Marketing & Management. 18 (8), 782-810.
Mamman, H., Maidawa, M. & Saleh, M. (2015). Effects of Perceived Risk on Online Shopping. In Proceedings of the 1st Management, Technology, and Development Conference. 318-323.
Masoud, E.Y. (2013). The effect of perceived risk on online shopping in Jordan. European Journal of Business and Management. 5 (6), 76-87.
Mathur, N. (2015). Perceived risks towards online shopping: An empirical study of Indian customers. International Journal of Engineering Development and Research. 3 (2), 297.
Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A. & Okumus, F. (2018). Attracting tourists to travel companies’ websites: the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention. Current Issues in Tourism. 21 (6), 616-645.
Moisescu, O.I. & Bertea, P.E. (2013). The impact of brand awareness, brand knowledge and price positioning on perceived risks associated to buying online from Travel Agencies. Romanian Journal of Marketing, 8 (3), 13-22.
Nepomuceno, M.V., Laroche, M. & Richard, M.O. (2014). How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns. Journal of Retailing and Consumer Services. 21 (4), 619-629.
Özbek, V., Günalan, M., Koç, F., Şahin, N.K. & Kaş, E. (2015). The effects of perceived risk and cost on technology acceptance: A study on tourists’ use of online booking. Celal Bayar Üniversitesi Sosyal Bilimler Dergisi. 13 (2), 227-244.
Park, S. & Tussyadiah, I.P. (2017). Multidimensional facets of perceived risk in mobile travel booking. Journal of Travel Research. 56 (7), 854-867.
Roselius, T. (1971). Consumer rankings of risk reduction methods. The Journal of Marketing. 35 (1), 56-61.
Ross, I. (1975). Perceived risk & consumer behavior: A critical review. Advances in Consumer Research. 2 (1), 1-20.
Saydan, R. (2008). Tüketicilerin online alışverişe yönelik risk ve fayda algılamaları: Geleneksel ve Online Tüketicilerin Karşılaştırılması. Elektronik Sosyal Bilimler Dergisi. 7 (23), 386-402.
Sahli, A.B. (2015). Revisiting perceived risk & trust in E-tourism context: Toward an extended technology acceptance model. Journal of Marketing Research and Case Studies, 1-14.
Simonian, A.M., Forsythe, S., Kwon, W.S. & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services. 19 (3), 325-331.
Syed, S.A. & Norjaya, M.Y. (2010). What factors influence online brand trust: evidence from online tickets buyers in Malaysia. Journal of Theoretical and Applied Electronic Commerce Research. 5 (3), 78-89.
Tavşancıl, E. (2006). Tutumların ölçülmesi ve SPSS ile veri analizi. 3. Edition, Ankara: Nobel Yayınları.
Taylor, J.W. (1974). The role of risk in consumer behavior. The Journal of Marketing. 38 (2), 54-60.
Ueltschy, L.C., Krampf, R.F. and Yannopoulos, P. (2004). A cross-national study of perceived consumer risk towards online (Internet) purchasing. Multinational Business Review. 12 (2), 59-82.
Yang, B. (2013). The effect of online customer reviews on customer's perceived risk associated with online leisure hotel booking. Purdue University, USA.
Amaro, S. (2014). Determinants of intentions to purchase travel online: A holistic approach. University of Aveiro, Portugal.
Ariff, M.S.M., Sylvester, M., Zakuan, N., Ismail, K. & Ali, K.M. (2014). Consumer perceived risk, attitude and online shopping behaviour; Empirical evidence from Malaysia. IOP Conference Series: Materials Science and Engineering, 58 (1), 1-10.
Bertea, P.E. & Moisescu, O. I. (2011). Perceived risk, price and online travel agencies: Does price always matter? Management & Marketing Journal. 9 (1), 32,42.
Bigné, E., Sanz, S., Ruiz, C. & Aldás, J. (2010). Why some internet users don’t buy air tickets online. In Information and Communication Technologies in Tourism. 209-221.
Cases, A.S. (2002). Perceived risk and risk-reduction strategies in internet shopping. The International Review of Retail, Distribution and Consumer Research. 12 (4), 375-394.
Caudill, E.M. & Murphy, P.E. (2000). Consumer online privacy: Legal and ethical issues. Journal of Public Policy & Marketing. 19 (1), 7-19.
Chen, R. & He, F. (2003). Examination of brand knowledge, perceived risk and consumers' intention to adopt an online retailer. Total Quality Management & Business Excellence. 14 (6), 677-693.
Cox, D.F. & Rich, S.U. (1964). Perceived risk and consumer decision-making: The case of telephone shopping. Journal of Marketing Research. 1 (4), 32-39.
Cunningham, L.F., Gerlach, J. & Harper, M.D. (2004). Assessing perceived risk of consumers in Internet airline reservations services. Journal of Air Transportation, 9 (1), 21-35.
Cunningham, L.F., Gerlach, J. & Harper, M.D. (2005). Perceived risk and e-banking services: An analysis from the perspective of the consumer. Journal of Financial Services Marketing, 10 (2), 165-178.
Derbaix, C. (1983). Perceived risk and risk relievers: An empirical investigation’ Journal of Economic Psychology. 3 (1), 19-38.
Featherman, M.S. & Pavlou, P.A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies. 59 (4), 451-474.
Forsythe, S.M. & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56 (11), 867-875.
Forsythe, S., Liu, C., Shannon, D. & Gardner, L.C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20 (2), 55-75.
Gegez, A.E. (2015). Pazarlama Araştırmaları. 5. Baskı, İstanbul: Beta Yayınları.
George, D. & Mallery, P. (2003). SPSS for windows step by step: A simple guide and reference, 4. Edition, Boston: Allyn and Bacon.
Hassan, A.M., Kunz, M.B., Pearson, A.W.& Mohamed, F.A. (2006). Conceptualization and measurement of perceived risk in online shopping. Marketing Management Journal, 16 (1), 138-147.
Jacoby, J. & Kaplan, L.B. (1972). The components of perceived risk. Association for Consumer Research, 3 (3), 382-393.
Jarvenpaa, S.L. & Todd, P.A. (1997). Consumer reactions to electronic shopping on the World Wide Web. International Journal of Electronic Commerce. 1 (2), 59-88.
Jensen, J.M. (2012). Shopping orientation and online travel shopping: the role of travel experience. International Journal of Tourism Research. 14 (1), 56-70.
Karabulut, A.N. (2013). Tüketicilerin algılanan risk değişkeni karşısında internetten alışveriş yapma eğilimlerinin ölçülmesi: Beklenen fayda teorisine karşı beklenti teorisi. Journal of Yaşar University. 8 (32), 5515-5536.
Kim, W.G. & Kim, D.J. (2004). Factors affecting online hotel reservation intention between online and non-online customers. International Journal of Hospitality Management. 23 (4), 381-395.
Kim, L.H., Kim, D.J. & Leong, J.K. (2005). The effect of perceived risk on purchase intention in purchasing airline tickets online. Journal of Hospitality & Leisure Marketing. 13 (2), 33-53.
Kim, L.H., Qu, H. & Kim, D.J. (2009). A study of perceived risk and risk reduction of purchasing air‐tickets online Journal of Travel & Tourism Marketing. 26 (3), 203-224.
Kolsaker, A., Lee‐Kelley, L. & Choy, P.C. (2004). The reluctant Hong Kong consumer: Purchasing travel online. International Journal of Consumer Studies. 28 (3), 295-304.
Kozak, M. (2015). Bilimsel Araştırma: Tasarım, Yazım ve Yayım Teknikleri. 2. Edition, Ankara: Detay Yayıncılık.
Krejcie, R.V. & Morgan, D.W. (1970). Determining sample size for research activities. Educational and Psychological Measurement. 30, 607-610.
Kunnan, A.J. (1998). An introduction to structural equation modelling for language assessment research. Language Testing. 15 (3), 295-332.
Law, R. & Leung, R. (2000). A study of airlines’ online reservation services on the Internet. Journal of Travel Research. 39 (2), 202-211.
Law, R. & Wong, J. (2003). Successful factors for a travel website: perceptions of online purchasers in Hong Kong. Journal of Hospitality & Tourism Research. 27 (1), 118-124.
Liebermann, Y. & Stashevsky, S. (2002). Perceived risks as barriers to Internet and e-commerce usage. Qualitative Market Research: An International Journal. 5 (4), 291-300.
Lim, N. (2003). Consumers’ perceived risk: sources versus consequences. Electronic Commerce Research and Applications. 2 (3), 216-228.
Lin, P.J., Jones, E. & Westwood, S. (2009). Perceived risk and risk-relievers in online travel purchase intentions. Journal of Hospitality Marketing & Management. 18 (8), 782-810.
Mamman, H., Maidawa, M. & Saleh, M. (2015). Effects of Perceived Risk on Online Shopping. In Proceedings of the 1st Management, Technology, and Development Conference. 318-323.
Masoud, E.Y. (2013). The effect of perceived risk on online shopping in Jordan. European Journal of Business and Management. 5 (6), 76-87.
Mathur, N. (2015). Perceived risks towards online shopping: An empirical study of Indian customers. International Journal of Engineering Development and Research. 3 (2), 297.
Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A. & Okumus, F. (2018). Attracting tourists to travel companies’ websites: the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention. Current Issues in Tourism. 21 (6), 616-645.
Moisescu, O.I. & Bertea, P.E. (2013). The impact of brand awareness, brand knowledge and price positioning on perceived risks associated to buying online from Travel Agencies. Romanian Journal of Marketing, 8 (3), 13-22.
Nepomuceno, M.V., Laroche, M. & Richard, M.O. (2014). How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns. Journal of Retailing and Consumer Services. 21 (4), 619-629.
Özbek, V., Günalan, M., Koç, F., Şahin, N.K. & Kaş, E. (2015). The effects of perceived risk and cost on technology acceptance: A study on tourists’ use of online booking. Celal Bayar Üniversitesi Sosyal Bilimler Dergisi. 13 (2), 227-244.
Park, S. & Tussyadiah, I.P. (2017). Multidimensional facets of perceived risk in mobile travel booking. Journal of Travel Research. 56 (7), 854-867.
Roselius, T. (1971). Consumer rankings of risk reduction methods. The Journal of Marketing. 35 (1), 56-61.
Ross, I. (1975). Perceived risk & consumer behavior: A critical review. Advances in Consumer Research. 2 (1), 1-20.
Saydan, R. (2008). Tüketicilerin online alışverişe yönelik risk ve fayda algılamaları: Geleneksel ve Online Tüketicilerin Karşılaştırılması. Elektronik Sosyal Bilimler Dergisi. 7 (23), 386-402.
Sahli, A.B. (2015). Revisiting perceived risk & trust in E-tourism context: Toward an extended technology acceptance model. Journal of Marketing Research and Case Studies, 1-14.
Simonian, A.M., Forsythe, S., Kwon, W.S. & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services. 19 (3), 325-331.
Syed, S.A. & Norjaya, M.Y. (2010). What factors influence online brand trust: evidence from online tickets buyers in Malaysia. Journal of Theoretical and Applied Electronic Commerce Research. 5 (3), 78-89.
Tavşancıl, E. (2006). Tutumların ölçülmesi ve SPSS ile veri analizi. 3. Edition, Ankara: Nobel Yayınları.
Taylor, J.W. (1974). The role of risk in consumer behavior. The Journal of Marketing. 38 (2), 54-60.
Ueltschy, L.C., Krampf, R.F. and Yannopoulos, P. (2004). A cross-national study of perceived consumer risk towards online (Internet) purchasing. Multinational Business Review. 12 (2), 59-82.
Yang, B. (2013). The effect of online customer reviews on customer's perceived risk associated with online leisure hotel booking. Purdue University, USA.
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2025/04/24
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