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

 
2007 Annual International CHRIE Conference & Exposition 
175
are likely to lead to favorable behavioral responses. In all, it is clearly noted that each advertising channel 
distinctively influence different types of audience’s perception and attitude due to their different characteristics.
HYPOTHESES 
There has been substantial empirical research conducted on the impact of different types of organizations 
on channel preferences (Capon et al., 1996; Capon, Farley, Hulbert, and Lei, 1991; Lee, 2002). In particular, 
organizational characteristics (i.e., supplier firm and customer firm) are an enduring quality of organizations which 
influence employees’ attitudes and preferences for communication channels (Taguiri and Litwin, 1968). Based on 
the literature review, this study hypothesizes that; 
H1: There are different perceptions of communication channels between CVB marketers and meeting planners. 
 
H2. There are different preferences of advertising channels between CVB marketers and meeting planners.
 
H3. There are different perceptions of advertising channels between CVB marketers and meeting planners. 
 
H4. There are different relationships between preferred channel and advertising effects between CVB marketers and
meeting planners.