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

Figure 1: Judgmental Confidence Changes
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Against
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Predecisional Postdecisional
 
Purchase Intent 
The effects of perceived source credibility and perceived favorability of the online traveler reviews on 
purchase intent were examined in a hierarchical multiple regression analysis. The control variable, self-reported 
expertise was entered at Step 1. At Step 2, pre-decisional disposition was entered. Perceived source credibility and 
perceived favorability of online traveler reviews were entered at the final step. Thus, self-reported expertise and 
pre-decisional disposition were controlled for in examining the effects of traveler reviews on purchase intent. A 
significant increment in 
R
2
would indicate that perceived source credibility and perceived favorability contributed to 
purchase intent once the effects of expertise and pre-decisional disposition were accounted for. The results of the 
regression analysis are presented in Table 1.