Assessment of Perceived Risk in Mobile Travel Booking.

Considering the increasing prevalence of smartphones in travel experiences, a relatively low level of mobile booking for travel products suggests the importance of understanding the perceived risk that inhibits mobile consumption behaviours among travellers. Based on responses from an online panel, this study identified the multidimensional facets of perceived risk associated with mobile travel booking, which include time risk, financial risk, performance risk, security risk, psychological risk, physical risk, and device risk. Further, it was identified that there are antecedents that contribute positively (i.e., collection of personal information) and negatively (i.e., consumer innovativeness, trust, and visibility) to perceived risk. Finally, this research estimated the effects of perceived risk on behavioural outcomes, including perceived usefulness, attitudes, and booking intentions. Implications to alleviate or reduce perceived risks are provided.