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The relationship between internationalization efforts of businesses and resulting performance has long been debated in the international marketing literature. Specially, under the environmental uncertainty, perception and experience of managers are important for internationalization performance.

This study proposes an integrated research framework and mechanism between perceived international risk and international marketing performance, adopting international experience as moderator variable and entry mode as mediating variable. Survey was conducted on 1,612 managers of 420 Chinese international enterprises by email and received 463 valid questionnaires.

The results show that there is a significant negative relationship between perceived international risk and international performance. Direct influence and perceived international risk have an indirect influence on international performance through entry mode; the influence on the international performance from perceived international risk is moderated by international experience, the regression coefficient between perceived international risk and international performance is the quadratic function of international experience.

Different from previous literature, this study found the complex relationship between risk and performance.

The purpose of this paper is to analyze the influences of different variables on the dietary adjustment process of international university students. More specifically, the authors investigate how ethnocentrism, perceived risk, and external influences affect their adjustment processes by considering three different temporal stages and exploring adjustment in relation to dietary practices.

After performing an in-depth review of the relevant literature, a structural equation analysis is conducted. This analysis relies on data from a sample of 139 international students enrolled in a Spanish university.

The results reveal that ethnocentrism is significant only in the second stage of the adjustment process. The level of perceived risk decreases during the adjustment process but also depends on the features international students have in common with the host culture; in contrast, external influences are important in all stages.

International students should not be treated the same way during different stages of their adjustment. For example, during the first stage, the focus should be on minimizing their perceived risk and guaranteeing a safe environment in which they feel comfortable with buying. The role of the media and the training of salespeople should be highlighted in the second stage of adjustment.

The dietary adjustment for this group of short-term migrants is different than other groups, which tend to return to their country of origin. In contrast, international university students try to assimilate the host culture and be part of it.

In the context of consumption, because international university students are influenced by all constructs detailed in this study, it is necessary to formulate a specific approach for each stage.

This research evidences how there is a great opportunity for diverse operators (e.g. universities, food retail chains) to influence the consumption habits of international university students, because they are more receptive than other migrant groups.

Introduction: As internet and communication technologies are getting developed, the commercial transaction is becoming more electronic. This change also brings new approaches to new payment mechanisms like emergence of crypto currencies. They are virtual and digital currencies which can only be used in electronic environment but they are increasingly treated as a new payment and investment tool. Nevertheless, their use has not spread into the general public, yet. At this point, it will better to take the complex nature of the crypto currencies into consideration because it may still lead to some risks for people and the type of the risks perceived by consumers may influence their attitudes toward and intention to use crypto currencies.

Aim: Accordingly, this study attempts to examine the interaction between perceived risk, attitudes toward and intention to use crypto currencies within the context of Bitcoin, as the first crypto currency.

Method: This study was designed as a causal research. The sample of the study was reached by using convenience sampling method and data were collected with survey. The compiled data were tested with Structural Equation Model.

Findings: A statistically significant and negative relationship was found between perceived financial, time and psychological risk and attitudes toward the use of Bitcoin, and a statistically significant and positive relationship was found between attitudes toward and intention to use Bitcoin. The findings of the study are expected to contribute to both relevant literature and practice by explaining the financial behavior of the individuals within the context of perceived risk theory.

The primary purpose of this paper is to investigate how opportunity for control and firm capability interact to moderate the amount of risk that managers associate with various international entry‐mode strategies. A secondary goal is to investigate how managers perceive the need to retain control over three core functional areas (marketing, production, and R&D) when making entry‐mode decisions.

A field experiment design was implemented in a sample of US business owner/executives. Using an online data collection method, the study asked a sample of small‐business owners and managers to assess the amount of risk they associated with three modes of entering the Japanese market: non‐ownership (export), equal partnership (50/50 joint‐venture), and sole‐ownership. They were also asked how much control they needed to retain over R&D, production, and marketing for the venture to be successful.

Ownership‐provided control interacts with capability to influence managerial risk perceptions. Managers in lower‐capability firms see the least risk in the non‐ownership entry mode while those in higher‐capability firms see the least risk in the equal‐partnership entry mode. Managers believe that for a new venture in a foreign market to be successful, control should be retained over the R&D function, regardless of entry mode.

The findings appear to reconcile some of the conflicting predictions of the transaction cost and resource‐based theoretical perspectives, because it appears that international managers consider both control (internationalization theory) and capability (resource‐based theory) when judging the perceived risk of an entry strategy.

For firms that are incapable of managing in an international context, a low‐control no‐ownership entry mode is perceived as the least risky approach; for firms that have some capability for international management, then a partial‐ownership mode such as a 50/50 joint‐venture is perceived as having lower risk than no‐ownership. In non‐ownership and joint‐venture type entry modes, managers are more apt to outsource the marketing function to an agent/partner, but not R&D. In contrast, managers believe that marketing needs to be maintained in‐house when utilizing a sole‐ownership entry mode.

By illustrating the role of perceived risk in foreign‐market entry‐mode decisions and demonstrating how capabilities interact with ownership‐provided control to moderate these perceptions, the paper's findings suggest that managers' risk perceptions may mediate the effects of firm‐specific factors, and thus contributes significantly to both theory and practice.

This study aims to examine the influence of destination awareness, cognitive and affective image, risk perception and past visitation on the intention to visit a tourist destination (a medium-sized city) in the next 12 months.

Partial least squares structural equation modeling was adopted to examine the data collected from 714 domestic holidaymakers.

Results demonstrate that awareness, cognitive and affective image, past visitation, perceived risk of traveling and perceived risk in international versus domestic travel are key factors; safety concerns enhance the cognitive image and perceived safety of the destination, but increase the perceived risk of traveling; and perceived social risk increases the perceived risk of traveling.

Data collection from only one country limits the generalizability of the conclusions.

Conclusions allow gaining new insights regarding communication strategies in general, during and post-pandemic times.

Using a consolidated and empirical approach, this study provides a better understanding of the role of perceived risk and its effects on cognitive and affective image and travel intention. For instance, to the best of the author’s knowledge, it is the first study to consider the effects of social risk in the pandemic context. It also offers insights into the mediating effect of destination image and the moderating effects of perceived risk and past visitation.

The purpose of this paper is to analyze the moderating role of self-confidence and risk acceptance on the relationship between perceived risk and intention to use internet banking.

A survey was conducted with 180 Brazilian banking customers. The Johnson-Neyman test was used to verify the moderation and significant regions along self-confidence and risk acceptance levels.

Self-confidence and risk acceptance moderate the relationship between risk perception and intention to use internet banking. For individuals with high self-confidence, the effect of perceived risk on intention to use internet banking is lower than it is for individuals with low self-confidence. In the same way, for individuals with high risk acceptance, the effect of perceived risk on intention to use internet banking is lower than it is for individuals with low risk acceptance.

This research contributes to the understanding of the conditions (two personal factors) under which risk perception does not influence intention to use a technological tool.

This paper provides insights for marketing managers to encourage customers to develop greater risk acceptance and self-confidence to minimize the negative effects of perceived risk of the adoption of internet banking.

Although risk perception can contribute to customers’ avoidance of internet banking, this is the first paper to verify how acceptance of risk and self-confidence can moderate the effects of perceived risk on intention to use internet banking.

This study is aims to identify and categorize the perceived risks of Chinese tourists (from mainland China) traveling to Tehran. In addition, this study investigates the relationship between these risks tourists’ information seeking behavior.

This study investigates the relationship between these risks tourists’ information seeking behavior. The research also tries to model the relationship between the explored perceived risks and tourists’ information-seeking behavior. To collect data, a researcher-developed questionnaire containing 24 questions was designed based on a literature review. Before collecting the data, the validity and reliability of the questionnaire were reviewed and confirmed. To do study procedure, one essential question and two hypotheses, including exploratory factor analysis, stepwise regression and independent samples T-test, are used.

The results showed that Chinese tourists perceived health, physical, political, cultural, social and economic risks before their trip (with political risk being the most prominent). Also, the results indicate that the tourists have used different ways to collect information about Iran in general and Tehran in particular. Those travelers who perceived a higher risk were more likely to use the information sources that provide them with detailed and accurate information before traveling to Tehran.

This study provides valuable insights for destination managers and tourism marketers to attract Chinese tourists by considering their perceived risks and information-seeking behavior. It should be noted that this study is not without its own limitations. These limitations include (but are not limited to) the timeframe in which the data was collected (prior to the outbreak of COVID-19) and the destination (Tehran, Iran). Therefore, it is advised that future researchers study the perceived risks and information sources in other parts of the world.

The concept of perceived risk was used in Chinese tourists’ behavioral seeking to predict their future behavior following their perceptions. Thus, the findings of this study will be necessary to local governments and other destination organizations when building successful strategies.

Gripped by the COVID-19 pandemic, the airline industry has faced many restrictions. Based on the determining factor of repurchase intention, this research paper addresses the roles of brand engagement (BE) and consumer trust during the pandemic.

A number of 439 out of 500 questionnaires, which were distributed among the Iranian airlines' customers, were completed and returned (an 87% response rate). SmartPLS 3 was used to carry out the confirmatory factor analysis (CFA) and exploratory factor analysis (EFA) in order to validate the research hypotheses.

The results show that during the COVID-19 pandemic, BE had a significant effect on customer purchase intention. In addition, BE boosted customer trust and thereby increased repurchase intention. Perceived risks of COVID-19 moderated these relationships. The findings also show that airline customers are highly sensitive to various perceived risks and were especially so during the COVID-19 pandemic. These perceived risks have major impacts on customers' intention to reuse the services of airline companies. High levels of perceived risk decrease customer trust, BE and repurchase intention rates, and vice versa.

This paper provides authorities and decision-makers of the air transport industry with several practical recommendations based on the research findings. As the results confirmed, there is a worthwhile relationship between BE and customer trust; regarding the both direct and indirect benefits of customer trust for for-profit firms and the huge importance of trust in creating competitive advantages, different airline companies need to implement various strategies to engage customers with their brand names, and thereby institutionalize trust in their customers' minds during the pandemic. Since customer trust was also found to improve repurchase intention rates significantly, authorities of the airline industry must take actions to reduce feelings of mistrust and risk among consumers and increase customer trust during COVID-19.

This paper is the first to explore the effect of BE on airline customers' repurchase intentions during the COVID-19 pandemic. It has produced practical suggestions to employees and activists of the air transport industry regarding the use of BE as a tool to restore customer trust during and after the COVID-19 epidemic. This research focuses on the airline industry, which is particularly interesting given the industry's intensely competitive environment and the dramatic effect of COVID-19 on the industry.

This paper has as its aim to research the factors affecting the risk perceived by family firm executives in relation to international activity.

The paper examines the factors which can modify risk perception, placing special emphasis on those arising from the coincidence of ownership and management in family businesses.

Focus on the international commitment assumed by family firms and using a sample of 92 Spanish family companies, this paper shows that risk perception decreases with the presence of the first generation and the size of these organisations. Additionally, it has been found that the risk perceived is higher when the firm advances in its international commitment level.

If family firms know the factors which can affect the risk perceived about international activity, they will stand a better chance to handle them properly with a view to move forward in their internationalisation process.

An effort is made in this paper to deal with the risk perception associated with international activity in family firms, an issue treated in a small number of research works so far.

This paper uses a supplemented health belief model (HBM) to explain the risk perception of COVID-19 coronavirus infection by potential and actual domestic and international travelers (from primarily European countries) in the early pre-vaccine phase of the pandemic and its influence on their travel intentions, decisions, and actions. With a health crisis of this magnitude, it is vital to understand the effect of COVID-19-associated containment measures and safety industry strategies in abating public fear and apprehension associated with non-essential travel.

The authors used a sequential transformative design consisting of a (QUAN + Qual) survey to explore the HBM dimensions. The questions in the quantitative part of the survey were disseminated online examine perceptions of the severity and susceptibility of the disease, travel risks and willingness to travel. The questions in the qualitative face-to-face survey examined, how international/cross-border travelers (from Spain and Germany) perceive the benefits and barriers of personal protective behavior and the potential influence of cues to action.

Results suggest that despite potential fear arousal and confusion associated with this infectious disease, people were willing to travel during periodic on-and-off travel restrictions and perceive the benefits of such travel as outweighing barriers like wearing masks, social distancing and other containment measures.

The conceptual model enabled the capture of real-time traveler's feelings about the benefits of traveling in the presence of the coronavirus and their perceptions of COVID-19 safety strategies used at destinations. This study adds to the lack of existing knowledge about potential psychological factors influencing travel decisions and behavior, including self-protective behavior. As borders reopen and we progress towards tourism and hospitality recovery, the results of this study can assist organizations, including health officials and governments, by reminding them of the likelihood of residual public fear when planning their COVID-19 safety strategies.

Given the scarcity of COVID-19 research on people's travel intentions and behavior following periods of social isolation due to lockdowns and border closures, this study captures sample public perceptions at two stages early in the pandemic. It is the first to apply all of the HBM dimensions with the addition of travel risk as a construct to investigate people's travel intentions and behaviors without vaccinations or treatments and to include cues to action in the investigation.