Using the valence framework, this study examined the effect of perceived benefit (utilitarian value and convenience) and perceived risk (privacy & security barrier and usage constraints) to purchase intention of consumers towards online travel agencies (OTAs). Furthermore, the impacts of...

Research that treats observed measures of a business construct as a function of a latent true score plus random error is making two strong assumptions. The first, the assumed direction of causality, has generated the burgeoning formative measurement literature to which Cadogan and Lee (2013)...