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PARK VISITORS' PERCEIVED RISK AND INFORMATION SEARCH BEHAVIOR

Abstract
This paper explores the effect of perceived risk on information search behaviors. A study conducted on park visitors’ information search characteristicsrevealed that tourists’ level of perceived risk significantly and positively influenced their perceived benefits of the information. When they deem that the risk of a purchase is relatively high, they seemed to be more engaged in the information, and hence feel more positively about the information. Counter-intuitively, this study revealed that the more risky the tourists consider the purchase to be, the fewer the types of information they used. In terms of the types of information sources, it seemed the level of risk involved in a potential purchase did not change respondents’ choice of information source. However, when their perceived risk increased, respondents were more reluctant to collect information from television, radio, or highway signs.
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