1164 | 367 | Determinants of perceived risk of online travel purchase during crisis | László Kökény; Zsófia Kenesei

This research aims to explore and understand consumer attitudes towards the dangers inherent in the holiday purchasing and delivery process in the shadow of the COVID-19 pandemic. It is important to emphasise that although the impact of the coronavirus on risk perception is strongly represented in our research, we aim to validate the results in similar crises in the current context, but also in «peacetime». As a consequence, in addition to examining risk perceptions related to the COVID-19 pandemic, we have integrated a number of other risk perception types into the model and have sought to explore other areas in detail in the literature primer and measure them in the empirical research. For this reason, our objectives also focus more on areas beyond coronavirus. For the first research objective question, we will use a qualitative research methodology to explore what characterises consumers’ perceptions and the importance of risk. This will also answer the question raised in the literature (Cui et al., 2016) – which may also be helpful for practical solutions – about which risk perceptions are important when and how important they are in the holiday purchasing process. The second and third questions focus on context and influencing effects. Consequently, quantitative data collection and analysis tools have been used for this part. This method has helped to translate the links identified in the qualitative research into numerical correlations. This was greatly helped by the validated scales used as measurement tools in the research. We were then able to define hypotheses for the correlations based mainly on the literature review results.

László Kökény; Zsófia Kenesei
Corvinus University of Budapest

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ID Abstract: 367