... and risk perceptions. The research was conducted using a 2×2 between subjects mixed factorial design. Findings Product attractiveness and risk perceptions influenced behavioral intentions while user attractiveness did not. This is counter to past research that emphasizes the importance of relationships...

... this. Originality/value Existing taxonomies have tended to identify customer types based on risk perceptions alone. This research expands such work by considering attitudes towards both risk and security and how these affect event attendance. Hence, the descriptive taxonomy developed in the paper provides...