ABSTRACT

This paper examines the differences in consumers’ risk perception when intending to purchase travel online across Millennials and Baby Boomers. The proposed research model was tested using structural equation modeling. The results show that perceived financial risk, perceived risk privacy, and psychological risk are significant for both Millennials and Baby Boomers. Overall risk was found to have a stronger negative impact on consumers’ intention to purchase travel online. Results from this study will be helpful to travel businesses to determine which cohorts are averse to different types of risk and reduce consumers’ risk perception and increase online purchase intention.

摘要

本文研究了千禧一代和婴儿潮一代打算在线购买旅行时消费者风险认知的差异。所提出的研究模型使用结构方程模型进行了测试。结果表明，感知财务风险、感知风险隐私和心理风险对千禧一代和婴儿潮一代都很重要。研究发现，总体风险对消费者在线购买旅游的意愿有更大的负面影响。这项研究的结果将有助于旅游企业确定哪些人群厌恶不同类型的风险，降低消费者的风险认知，增加在线购买意愿。