在线旅行预订感知风险的实证研究

以旅游者在线旅行预订酒店为例,研究旅游者对在线旅行预订的感知风险。在对22个原始变量进行因子分析后,得出6个主要的影响因子：经济风险、功能风险、时间风险、隐私风险、社会风险、服务风险,同时根据其重要性对各因子进行了排序。然后将人口统计变量和在线旅行预订经验分别与6个主因子进行相关分析,研究发现,上述变量与感知风险的部分维度有着不同方向的显著影响。

An Empirical Study of Perception Risk about Online-travel Booking

Taking online-travel hotel booking as an example in this paper,it researches on perception risk about online-travel booking. After doing factor analysis for the original 22 variables,it draws the six major factors： economic risk,functional risk,time risk,privacy risk,social risk,and service risk. And six major factors are ordered according to the importance of the various factors. Then doing correlation analysis between demographic variables and the experience of online-travel booking with the six above-mentioned main factors,the research was found that between different dimensions of perceived risk and the above variables have a significant impact on the direction. The ultimate aim of this research is to provide the basis for the development of tourism e-commerce.