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

Attitudes toward
Behavior Intention on 
 
W 
T 
P

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2007 Annual International CHRIE Conference & Exposition 
38
less than 6%, 4 = pay 6% to less than 8%, 5 = pay 8% to less than 10%, 6 = pay more than 10%). The cutoff point 
(10%) was based upon the industry average reported in the literature. Section V measured customers’ demographic 
information as well as their previous experiences in hotels (number of nights spent in a hotel in a typical month for 
business/professional and for family/leisure trips; type of hotel stayed in the last visit).
 
Data Analysis Methods:
First, the correlation analyses were performed among consumers’ awareness, attitude, 
behavior intention, and involvement on ERP in each country’ data set. Secondly, independent samples of T-tests 
were performed in each item between the data from Greece and the data from the U.S. Thirdly, principal component 
analyses were performed in items measuring attitude and behavior intentions in both Greece and the U.S. data in 
order to identify the key dimensions. Varimax Rotation (orthogonal rotation) was applied to reduce potential 
multicollinearity among the items and to improve reliability on the data. Finally, multinomial regressions were 
performed to identify the most determinant variable that affects WTP.