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

 
RESULTS 
Demographic Profiles and Online Shopping Behaviors 
The demographic analysis of the survey results indicated that respondents were predominantly females 
(61.3 %), middle aged at 35-54 years old (53.7 %), married (54.7 %), had household incomes greater than $100,000 
year (36.3 %), and were college graduates (36.9 %) or have attended graduate school (24.6 %). Of the 333 returned 
questionnaires, 100% (n = 333) of the respondents have purchased a travel product online in the past 12 months and 
57.4% (n =191) of those respondents purchased between 1 and 5 travel products over that period. When looking at 
the total amount of travel products purchased over the past 12 months, 74.5% (n = 248) of the respondents reported 
that they purchased over half of all of their travel online, with 63.4% (n = 211) having purchased over 75% of their 
total travel online. In respect to the travel products available to purchase online (air, hotel, car, cruise, packages), 
64.3% (n = 214) of the respondents purchased airline tickets most often, while 20.7% (n = 69) purchased hotel 
rooms online most often. Respondents also reported that of all of the online methods they could use to purchase 
travel (e.g., travel websites), 44.1% (n = 147) prefer to book with an online travel merchant (e.g., Expedia), 26.7% 
(n = 89) prefer to go directly to a brand website (e.g., Marriott), and 10.5% (n = 35) go to a discount travel website 
(e.g., Hotwire). 51.1% (n=170) of the respondents rated loyalty program membership as important and 48.0% 
(n=160) of the respondents indicated that it was not a factor in their decision to choose a travel product online. 
Furthermore, 70.6% (n = 235) of the respondents indicated that they belong to just 1-5 frequency programs. In terms 
of the amount of money spent online for travel over the past twelve months, 21.6% (n = 72) of the respondents spent 
approximately $1,000-$1,999, 19.5% (n = 65) spent $2,000-$2,999, and 14.7% (n = 49) spent $500-$599 over the 
past 12 months.