The concept of perceived risk explains consumers' purchasing behavior that involves risk with unanticipated or uncertain consequences. Using perceived risk theory, this study explored customers' risk perceptions regarding online air‐ticket purchases. This study discovered that security risk was the most important predictor to overall risk regarding online air‐ticket purchases. In addition, nonpurchasers perceived a higher risk than online purchasers, in terms of performance, security, financial, psychological, and time risks. Regarding risk‐reduction strategies, shopping around over the web was more important to online purchasers than to non‐purchasers. In addition, reputation of web vendor, well‐known brand, symbol of security approval, and recommendation of family and friends were perceived as preferred risk‐reduction strategies when making online air‐ticket purchases. Further, this study's results revealed that respondents' perceived risks of online air‐ticket purchases differed according to demographic characteristics. The implications of the research findings for online marketing activities are discussed.
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Kim et al. (2009) studied this question.
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