PERCEIVED RISK, PRICE AND ONLINE TRAVEL AGENCIES: DOES PRICE ALWAYS MATTER?

Abstract

The present study analyzes the influence of price level in the case of onlineshopping for travel services. The methodology used is a quasi experimentdeveloped in the online environment. The analysis is made within groups andfollows three scenarios which depend on the level of brand awareness.Inside each scenario price takes two levels: similar to competition andsmaller than competition. Results show that price does not have an influenceon all types of perceived risk and that its influence depends also on the brandawareness component.

Keywords

• perceived risk
• price
• online travel agencies
• e-commerce
• etourism