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

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.