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

 
2007 Annual International CHRIE Conference & Exposition 
36
ERP are addressed in the following section, the framework of the study. Given the above information, the following 
hypothesis is constructed
. 
 
H1
: 
Consumers’ ERP awareness is positively associated with their attitude, involvement, and behavior 
intention on ERP.
 
Attitudes & Willingness to Pay VS. Behavior Intention & Willingness to Pay:
As long as ERP costs firms more, the hotel industry needs to find a balance between satisfying customers’ 
expectations by responding to their heightened ERP awareness and making a profit. A number of surveys in the U.S. 
have identified consumers’ positive attitudes towards ERP in relation to their willingness to pay (WTP). For 
example, 52–95% of households would be willing to pay more to buy electricity that was produced using renewable 
energy technologies (Farhar, 1999). Simintiras et al. (1994) also reported that 27% of British adults were WTP up to 
25% more for ‘environmentally friendly’ products. Based upon the above information, the following hypotheses are 
formulated.