THE IMPORTANCE OF RISK-REDUCING VALUE-ADDED SERVICES IN ONLINE ENVIRONMENTS: AN EXPLORATORY STUDY ON VARIOUS SEGMENTS OF LEISURE TOURISM

Author: HERBJØRN NYSVEEN¹

Source: Information Technology & Tourism, Volume 6, Number 2, 2003 , pp. 113-127(15)

Publisher: Cognizant Communication Corporation

Key:

- Free Content

- New Content

- Subscribed Content

- Free Trial Content

Abstract:

Few customers buy tourism products online. The reason for this may be a lack of risk-reducing, value-added services online. Thus, access to risk-reducing value-added services is supposed to increase online purchase of tourism products. In this article it is proposed that the importance of access to risk-reducing value-added services will vary across customer segments. Customers are divided into segments based on 1) Internet experience, 2) experience with tourism products, 3) search mode, 4) product complexity, and 5) perceived level of risk associated with purchasing tourism products. Perceived risk is found to have an effect on the importance of access to 13 of 17 value-added services. The other segment variables are found to have significant effects on fewer value-added services.

Keywords: Value-added services; Risk reduction; Customer segments

Document Type: Research article

Affiliations: 1: Norwegian School of Economics and Business Administration, Breiviksveien 40, 5045 Bergen, Norway

The full text electronic article is available for purchase. You will be able to download the full text electronic article after payment.

$25.00 plus tax Refund Policy