Analysis The Impact Of Perceived Risk On Online Travel Booking

In recent years, with the increase of people’s travel demand and the rapid development of e-tourism, more and more consumers choose to book travel online. At present, perceived risk (PR) has become an important part of the online travel booking behavior research. And many researchers have proved that perceived risk is an important factor affecting the online travel booking behavior. However, most of these studies did not take the difference between products and consumers into consideration.This paper did an in-depth study of the relationship between the perceived risk and the ultimate booking intention, based on previous customer behavioral researches and combined with the characteristics of online travel in China. First, this study described the theory of planned behavior (TPB), perceived risk (PR) and other related theories. Second, online travel booking behavior model is established, using the TPB model and PR. Third, questionnaires were conducted through online and offline and divided into four categories according to the product type and consumer experience. Finally, relationship between the online travel booking intention and perceived risk was tested for each of these four types. It was found that consumers had stronger booking intention for simple products than complex products, and they would pay more attention to financial risk and time risk when booking simple products but performance risk for complex products; Experienced customers booking intention is stronger than inexperienced ones, and inexperienced customers were more susceptible to the influence of the social-psychological risk and privacy risk. Based on the research findings, a number of recommendations were put forward to know the customer demand and improve the quality of the online travel service.