Multiple Regression Model for the Determinants Influencing the Travel Agency’ Service Innovation on Customer’ Purchase Intention
Abstract
Having service innovation as the independent variable and customer’ purchase intention as the dependent variable, the casual relationship between the two variables is preceded data analyses with Regression Analysis and Analysis of Variance. The results show that 1.service innovation appears partially positive effects on Planned Purchase in customer’ purchase intention, 2.service innovation reveals partially positive effects on Partially Planned Purchase in customer’ purchase intention, 3.service innovation present partially positive effects on Non-Planned Purchase in customer’ purchase intention, and 4.some demographic variables appear moderating effects on the correlations between service innovation and customer’ purchase intention.
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