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

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