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

 
2007 Annual International CHRIE Conference & Exposition 
299
equation (R
2
=.114; F=12.808, p<.05) was statistically significant. Only two of the independent variables contributed 
significantly to the prediction of traveler’s overall satisfaction (i.e., Perceived value (
β
=.292, p=.000) and Site 
properties (
β
=.121, p=.050). Perceived value was a stronger predictor of overall satisfaction than was site properties. 
In step 2, hierarchical regression was employed to determine whether the impact of the online travel product 
attributes variables on overall satisfaction (post-purchase behaviors) was moderated by loyalty program use. At step 
2, the loyalty program use added to the prediction of overall satisfaction by online travel product attributes. When 
added the loyalty program into the online travel product, 
R
2
was increased from .114 to .163 (
Δ
R
2
= .049); thus, 
4.9% of the total variance is uniquely accounted for by loyalty program use. The difference test between two steps 
was statistically significant because F-value (4.274) of 
Δ
R
2
= .049 is greater than 2.40 of critical value at the level of 
.05. Furthermore, the two interaction effect (perceived value*loyalty program use, product information*loyalty 
program use) were statistically significant at the level of .05. Thus, the significant increment to the variance 
accounted for by the prediction model affirms that the loyalty program use has a moderating effect to online travel 
product toward tourists’ overall satisfaction.