The Perceived Risk of Online Repeat Purchases of Travel Souvenirs

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  • 観光土産のオンライン・リピート購買に関する 知覚リスクの研究
  • カンコウ ミヤゲ ノ オンライン ・ リピート コウバイ ニ カンスル チカク リスク ノ ケンキュウ

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Abstract

The purchase of a travel souvenir is a one-time purchase by a tourist during his or her visit to a location. To increase the sales of travel souvenirs, it is important to promote their repeat purchase. I believe it is possible to promote repeat purchases through the medium of an online shop. In this context, the perceived risks are the main aspects of the on-line purchase in relation to consumer behavior. In preceding research, the reduction of the perceived risks has been found to lead to an increase in sales. I investigate on-line consumers’ repeat purchases of travel souvenirs through Internet research. The subjects were asked about the nature of the perceived risk, and they were classified into three groups. : 1) A group that feels positively about on-line purchases, 2) A group that perceives the consumption experience and information as important, and 3) A group that feels negatively about on-line purchases. This study measures perceived risk by using structural equation modeling (SEM). Consequently, the study revealed differences in the perceived risk among the groups.

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