However, no significant differences were found between the two groups on the other risk-reduction strategies. It could be concluded that hypothesis 3 is rejected except for the riskreduction strategy of shopping around over the web. Table 7 shows that the ‘‘reputation of web vendor’’ was perceived to be the most important risk-reduction strategy to online air-ticket purchasers. On the other hand, ‘‘well-known brand’’ was perceived to be the most important risk-reduction strategy for nonpurchasers.