Predicting Online Travel Purchase Behavior : The Role of Trust and Perceived Risk

Journal article

Sadiq, M., Dogra, Nikhil, Adil, Mohd. and Bharti, Kumkum. (2022). Predicting Online Travel Purchase Behavior : The Role of Trust and Perceived Risk. Journal of Quality Assurance in Hospitality & Tourism. 23(3), pp. 796-822. https://doi.org/10.1080/1528008X.2021.1913693
AuthorsSadiq, M., Dogra, Nikhil, Adil, Mohd. and Bharti, Kumkum
Abstract

Developments in internet and mobile technology during current times have brought about a disruptive change in travel information communication technology (ICT), which in turn has altered the overall business model and consequently tourists’ overall experience. The current study examines travelers’ attitude, intention and behavior toward online travel purchase. It also examines the mediating effect of attitude and moderating effects of subjective norm, perceived risk, and trust. The primary data was collected through an Amazon Mechanical Turk. Findings confirm the role of perceived risk on the attitude-intention gap. Subjective norm positively moderates the link attitude-intention. Besides, trust is also found to be a significant factor which influences attitude, purchase intention, and perceived risk. The findings will be useful for tourism managers and policymakers in designing their offerings, processes and websites that are relevant to the online travel context.

KeywordsOnline travel purchase; OTP; subjective norm; perceived risk; trust; attitude–intention gap
Year01 Jan 2022
JournalJournal of Quality Assurance in Hospitality & Tourism
Journal citation23 (3), pp. 796-822
PublisherRoutledge
ISSN1528-008X
Digital Object Identifier (DOI)https://doi.org/10.1080/1528008X.2021.1913693
Web address (URL)https://www.tandfonline.com/doi/full/10.1080/1528008X.2021.1913693
Open accessPublished as non-open access
Research or scholarlyResearch
Page range796-822
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online05 May 2021
Publication process dates
Deposited28 Jun 2024
Additional information

© 2021 Taylor & Francis Group, LLC

Place of publicationUnited States
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