How consumption situation anticipated and risk acceptance affect the novelty–intention relationship: A moderated mediation model

The study empirically tested reciprocal effects of risk acceptance and consumption situation anticipated and found a moderated mediation model to reexamine the novelty–intention relationship. Responses from 302 individuals were analyzed. The key findings reveal that risk acceptance fully mediates the novelty seeking–visit intention relationship; if the consumption situation can be highly anticipated, the direct effect of novelty seeking on visit intention can be enhanced, the mediating effect of risk acceptance can be alleviated, and the negative influence of novelty seeking on risk acceptance can be reduced. On the other hand, if the consumption situation cannot be anticipated to a certain level, although novelty seeking may still increase risk acceptance, the risk acceptance becomes more influential to one's visit intention. The study provides empirical support to understand some psychological aspects of potential novelty‐seeking travelers.