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

 
Switching Intention.
 
In first step, standard multiple regression was conducted to allow to determine which attribute 
predicted the traveler’s switching intention. The overall regression equation (
R
2
=.039; 
F
=3.945, 
p
<.05) was 
statistically significant. All three product attribute variables contributed significantly to the prediction of traveler’s 
switching intention (i.e., Perceived value (
β
=-.148, p=.035), Product information (
β
=.159, p=.016), and Site 
properties (
β
=.136, p=.035). At step 2, loyalty program use was added to the prediction of switching intension by 
online travel product attributes. 
R
2 
was increased from .039 to .057 (
Δ
R
2 
= .018); thus 1.8% of the total variance is 
uniquely accounted for by loyalty program use. The difference test between two models was not statistically 
significant because F-value (1.376) is smaller than critical value of 2.40 at the level of .05. Thus, there is no 
moderating effect of loyalty program use between online travel product and switching intentions.