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The purpose of this study is to investigate the relationship between the characteristics of tourism curation commerce on perception risk and purchase intention. First, there are three characteristics of tourism social curation commerce: informational characteristics, relational characteristics, and emotional characteristics. Second, it was found that the characteristics of tourism social curation commerce had a significant influence on perceived risk. It was confirmed that the perception risk is reduced by the informational and emotional characteristics. Relational characteristics were analyzed to have no significant relationship. Third, the perceived risk of tourism social curation commerce has a significant influence on purchase intention. Customers can see that the perceived risk of perception decreases their intention to purchase.
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Kim et al. (2020) studied this question.
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