StudyonDimensionIdentificationandVarianceAnalysisofConsumers’ PerceivedRiskinTravel

Abstract：AccordingtothereportsofUNWTO，internationaltouristarrivalsincreasedby4%andreached1035 millionin2012.Thereisalso12%increaseintouristarrivalsandreaches2957millioninChinaatthesameyear，tourismhasbecomeanimportantindustryintheworld.Withtherapiddevelopmentoftourismtherearemoreand morefactorsthatwouldincreasetherisksconfrontingtourists.

Consumers’perceivedrisksintravelarethekeyfactorsthatinfluenceconsumertraveldecision.Itis especiallyimportanttoidentifydimensionsoftheperceivedriskandtostudythedrivingforces.Thispaperreviewed theexistingresearchesabouttheperceivedriskintourismandfoundthatthereislackofresearchonthedimension ofperceivedriskinChina，andtrytofindouttheperceivedriskdimensionsthroughtheliteraturereview，investigating，thelargesamplesurveyingandexploratoryfactoranalysismethod.

Firstly，wedevelopedthescalesoftheperceivedriskdependontheliteratureandopen？endedquestionnaire. Questionnaireincluded12typesriskscomingfromexistingliterature，andtouristswereaskedwhattheyareworried aboutwhendecidingtravelandwhatlosstheyhadexperienced.Throughthepilot？survey，wetestedthereliability oftheitemsanddesignedtheformalquestionnaire.

Secondly，wetakethelargescalesurveythroughfieldresearchandnetworkresearch，surveydatawas collectedfrom528tourists.Basedontheclassificationofthelossoftourists，wefoundthattherearenine dimensionsofperceivedriskintravelusingexploratoryfactormethod，inadditiontosixbasicdimensionsof perceivedrisk：physicalrisk，functionalrisk，financialrisk，timerisk，psychologicalriskandsocialrisk，thereare threespecialrisksintourismconsumptionsituation：servicerisk，equipmentriskandcommunicationrisk.Nine dimensionsexplained70？3%cumulativevariance.Allperceivedrisksdimensionsareidentifiedastourists perceiveduncertaintyaboutlostinthetravel，becausethereareexpectationbeforethetravels，touristswillfeellost whennotgottheexpectedresults.Exceptthetraditionalriskssuchastimeriskandfinancialrisk，equipmentrisk，communicationrisk，serviceriskarealsotheuncertainlosswhentouristsdecidetotravel.Sothedimensions identifiedinthispaperaretypedaccordingtothelossintravel.

Finally，thispaperfoundthatperceivedrisklevelissignificantlydifferentineverydimensionbecauseof differentconsumer’sdemographiccharacteristicsandtravelbehaviorcharacteristicthroughthevarianceanalysis. Suchastherearenodifferenceinequipmentriskandperformancerisk，butdifferentgenderperceiveddifferentrisk levelinservice，financialandsocialrisk.Age，incomeandeducationalsohavedifferentinfluenceontheother dimensionsofperceivedrisk.Behaviorcharacteristicsalsoinfluencethelevelofperceivedrisk.Thefirstoneisthe travelexperience，therearehigherlevelrisksinintendedtravelthanrecentlytravel.Thesecondisthetravel frequency，therearelowerlevelperceivedriskswhentouriststravelfrequently.Thethirdoneistravelform，tourists takedifferentformswhichhavesignificantdifferenceinintendedtravel，butthereisnodifferenceintherecently travel.Itshouldbenotedthatpersonalitycharacteristics，touristmotiveandculturalbackgroundalsohavedifferent influenceontheleveloftheperceivedrisk，furtherresearchneededtobeconductedonthisvarianceandmore researchneededtounveiltherelationshipbetweentheperceivedriskandtourists’decisions，especiallyinChina. Keywords：perceptionrisksintravel；factoranalysis；dimensions；varianceanalysis