Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Consumers’ Awareness, Involvement, Attitudes, and Behavior Intentions on ERP:
The issue of consumers’ awareness of ERP has become more important due to its possible effect on attitude 
toward ERP and buying behavior. Initially, consumers’ awareness of ERP increased with their frequent participation 
in ERP (e.g., donating money to charities involved in environmental issues, buying products that do not harm the 
environment, purchasing cleaner fuel & organic foods, recycling). In turn, consumers’ increasing awareness of ERP 
positively affects their level of attitude. Then, an attitude (different feelings that create an individual’s overall 
attachment to a product, service, or organization) can affect an individual’s degree of loyalty as well as purchasing 
behavior (Hallowell, 1996). 
In this study, awareness and involvement are measured by asking respondents about general ERP (not 
specific to the hotel industry). On the other hand, attitude and behavior intention are measured by administering the 
same questions to the respondents about specific ERP in hotels, which is operationalized and measured by three 
dimensions—that is, (1) organizational ERP, (2) operational ERP, and (3) external ERP. These three dimensions of 

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