Risk mitigation through source credibility in online travel communities

ABSTRACT This study investigated the impacts of risk perceptions in online travel communities on source credibility and community engagement using the uncertainty reduction theory. Through a quasi-experimental design, this study found that the impact of risk perception varies by the type and level of risk. Functional risk had a positive impact on source credibility; financial risk had a negative impact. Source credibility did not impact community engagement except in high-risk scenarios which is a different result compared to past published studies. The results of this study indicate that online community interactions provide a means of mitigating perceived functional risk but do not alleviate financial risk perceptions.