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PERCEIVED RISK, PRICE AND ONLINE TRAVEL AGENCIES: DOES PRICE ALWAYS MATTER?

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Author(s): Patricea Elena BERTEA | Ovidiu I. MOISESCU

Journal: Management & Marketing
ISSN 1841-2416

Volume: IX;
Issue: 1;
Start page: 32;
Date: 2011;
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Keywords: perceived risk | price | online travel agencies | e-commerce | etourism

ABSTRACT
The present study analyzes the influence of price level in the case of onlineshopping for travel services. The methodology used is a quasi experimentdeveloped in the online environment. The analysis is made within groups andfollows three scenarios which depend on the level of brand awareness.Inside each scenario price takes two levels: similar to competition andsmaller than competition. Results show that price does not have an influenceon all types of perceived risk and that its influence depends also on the brandawareness component.
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