Marketing strategies, perceived risks, and consumer trust in online buying behaviour

•The study aims to assess the impact of risks in online consumer trust and purchasing intentions.•It illustrates the marketing influence upon the formulation and extent of perceived risks.•Marketing mostly influences product price and web-vendor quality risks.•Product and web-vendor risks positively influence one another.•Product and web-vendor oriented risks influence trust to almost the same extent.

Despite the rapid increase in online shopping, the literature is silent in terms of the interrelationship between perceived risk factors, the marketing impacts, and their influence on product and web-vendor consumer trust. This research focuses on holidaymakers' perspectives using Internet bookings for their holidays. The findings reveal the associations between Internet perceived risks and the relatively equal influence of product and e-channel risks in consumers' trust, and that online purchasing intentions are equally influenced by product and e-channel consumer trust. They also illustrate the relationship between marketing strategies and perceived risks, and provide managerial suggestions for further e-purchasing tourism improvement.