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

 
2007 Annual International CHRIE Conference & Exposition 
294
THE IMPACT OF ONLINE TRAVEL PRODUCT ATTRIBUTES ON TRAVELER’S POST-PURCHASE 
BEHAVIORS: MODERATING ROLE OF LOYALTY PROGRAM USE 
 
Jeonghwa Pan 
School of Hotel & Restaurant Administration 
Oklahoma State University 
Stillwater, OK, USA 
and 
Gregory Dunn 
School of Hotel & Restaurant Administration 
Oklahoma State University 
Stillwater, OK, USA 
ABSTRACT 
The purpose of this research was to examine the relationship between online travel product attributes and 
travelers’ post-purchase behavior. A hierarchical regression model was constructed to test the impact of online travel 
product attributes and the moderating role of loyalty program use. The perceived value of a website was found to be 
the most important driver of travelers’ post-purchase behavior. Specifically, the moderating effect of loyalty 
program use was founded in overall satisfaction and complaint intention but not in switching intention. 
Key Words
: online product attributes; loyalty program; satisfaction; complaint intentions; switching intentions.