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

Test of Hypotheses 
A hierarchical regression model was developed in order to test (1) the influence of online travel product 
attributes on traveler’s post-behaviors (H
1
) and (2) the moderating effect of loyalty program use on the traveler’s 
post-behaviors (H
2
). Post-purchase behaviors were divided into three dimensions; overall satisfaction, complaining 
intention, and switching intention. 
 
Traveler’s Overall Satisfaction. 
First, by using summated score of each factor, standard multiple regression was 
conducted to allow to determine which attribute predict the traveler’s overall satisfaction. The overall regression 

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