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

 
2007 Annual International CHRIE Conference & Exposition 
302
Zeithaml, V.A. (1981). How consumers’ evaluation processes differ between goods and services. In J. H. Donnelly, 
& W.R. George (Eds.), 
Marketing of services
(pp. 186–190). Chicago: AMA. 
Zeithaml, V.A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what 
we need to learn. 
Journal of the Academy of Marketing Science
, 21(1): 1-12.
 
 
APPENDIX 
 
Figure 1 
The Conceptual Model 
 
Table 1 
Online Travel Product Attributes Factor Analysis 
Online Travel Product Attributes Factor 
loading Eigen-value 
Variance 
Explained 
Cronbach’s 
Alpha 
Perceived Value 
2.773 
25.209 
.820 
Value 
Price 
Convenience 
Customer service 
Security 
.854 
.773 
.745 
.571 
.503 
Product Information 
2.327 
21.155 
.673 
Company policy 
Other’s recommendation 
Variety 
.746 
.740 
.702 
Site Properties
1.743 
15.849 
.606 
Location 
Brand 
Quality 
.747 
.720 
.612 
Total Variance Explained 
62.213% 
Kaiser-Meyer-Olkin Measure of Sampling Adequacy=.839 
Bartlett’s Test of Sphericity: Approx. Chi-square=1104.752, df=55, p=.000 
H1 
H2