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

 
Attitude toward Specific ERP & WTP
H2a:
Consumers’ high attitude toward organizational ERP is directly related to their willingness to pay higher 
prices that are needed to support ERP.
H2b
: 
Consumers’ high attitude toward operational ERP is directly related to their willingness to pay higher prices 
that are needed to support ERP.
H2c
: 
Consumers’ high attitude toward external ERP is directly related to their willingness to pay higher prices that 
are needed to support ERP. 
 
Behavior Intention on Specific ERP & WTP
H3a
: 
Consumers’ high behavior intention on organizational ERP is directly related to their willingness to pay 
higher prices that are needed to support ERP.
H3b
: 
Consumers’ high behavior intention on operational ERP is directly related to their willingness to pay higher 
prices that are needed to support ERP.
H3c
: 
Consumers’ high behavior intention on external ERP is directly related to their willingness to pay higher 
prices that are needed to support ERP.
Culture: 
Culture is value, which has some persistence through time and influences people’s actions. Therefore, due 
to a difference in basic value orientations, individuals from different cultures find themselves to vary. Individual 
value deeply rooted in their culture affects their product attributes. Regarding ERP, culture would influence 
individuals’ awareness and behavior toward environmental issues (Fineman and Clarke, 1996). Accordingly, the 
following hypothesis is formulated. 
H4
: 
Due to cultural differences, the magnitude of the relationship between Greek consumers’ attitude and behavior 
intention and their WTP would differ from the magnitude of the relationship between U.S. consumers’ attitude and 
behavior intention and their WTP.