The Effect of Perceived Risk on Purchase Intention in Purchasing Airline Tickets Online

ABSTRACT This study examined the effect of perceived risk on purchase intention in online airline ticket purchases. Seven types of perceived risk were used to measure customer's perceived risk in online airline ticket purchases. The results revealed that the seven risk dimensions were positively correlated with one another, whereas they were negatively correlated with customer's purchase intention. In addition, the results of multiple regression analysis showed that the six perceived risk dimensions significantly affected customer's willingness to purchase airline tickets online.

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