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11:05 AM 11:05 AM 11:05 AM 11:05 AM An investigation of IUT behavio An investigation of IUT behavio r of ICS r of ICS 1
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my proposal defence

Nov 02, 2014

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Technology

Zidong Xing

this is my most recent work. this slide was used in my proposal defence, the doctors need bullets on the slides, that's why there are too many words in it. however, i have use animation, color changing and underline to show the key point (you can see it only after you download it).
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Page 1: my proposal defence

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Page 2: my proposal defence

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Rule Number One: don’t say thank you Rule Number One: don’t say thank you

to express the end of a presentation. to express the end of a presentation.

Rule Number Two: use academic Rule Number Two: use academic

language – You can’t lie with this language – You can’t lie with this

language as usual.language as usual.

Thank youThank you

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INTERNET USE FOR TOURISM (IUT):INTERNET USE FOR TOURISM (IUT):

An investigation of travel related internet use An investigation of travel related internet use

behavior of international college studentsbehavior of international college students

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Table of ContentTable of Content

Generalities of the Study Generalities of the Study

Review of Related Literature and StudiReview of Related Literature and Studies es

Research FrameworkResearch Framework

Research Methodology Research Methodology

Question and AnswersQuestion and Answers

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CHAPTER 1: Generalities of the CHAPTER 1: Generalities of the StudyStudy

Introduction Introduction

Background of the studyBackground of the studyOnline tourism and its evolutionOnline tourism and its evolution

Online tourism behaviorOnline tourism behavior

International student touristInternational student tourist

Statement of the problem & Research objectiStatement of the problem & Research objectivesves

Scope of the research & Limitation of the Scope of the research & Limitation of the researchresearch

Significance of the studySignificance of the study

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Introduction: what draws me to Introduction: what draws me to conduct this research?conduct this research?

How many people are there really use IUT? Not only for Air How many people are there really use IUT? Not only for Air

ticket or hotel booking, but also for ticket or hotel booking, but also for information gatheringinformation gathering and and

trip planningtrip planning. then, we will understand how much the tourism . then, we will understand how much the tourism

industry was influenced by internet.industry was influenced by internet.

Difficulty of online statistics.Difficulty of online statistics.

Why not just Why not just comparecompare the “number of click” to “tourist the “number of click” to “tourist

arrival”?arrival”?

What is “one click” still under discussion. What is “one click” still under discussion.

Too many websites, blogs, from many different countries. Too many websites, blogs, from many different countries.

Internet is in their blood: younger generationInternet is in their blood: younger generation

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Background of the study:Background of the study:Tourism website evolution & Online tourism behaviorTourism website evolution & Online tourism behavior

Simple and isolatedSimple and isolated

Interactive and Interactive and

integratedintegrated

Linked and dynamicLinked and dynamic

Online Online

ordering/bookingordering/booking

High-level, full-function High-level, full-function

and comprehensive and comprehensive

Access useful and up-Access useful and up-

to-date informationto-date information

Asks questionsAsks questions

Search for tourist Search for tourist

product cataloguesproduct catalogues

Online bookingsOnline bookings

Online paymentsOnline payments

Passively get travel Passively get travel

informationinformation

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Background of the study:Background of the study:International student touristInternational student tourist

Economic impactEconomic impact of of youth travelyouth travel is significant is significant for the global tourism industryfor the global tourism industry

Usually appreciate Usually appreciate changechange in their in their environmentsenvironments

Greater amount of Greater amount of disposable timedisposable time

Relative Relative absence of responsibilityabsence of responsibility

LackLack of mental and physical of mental and physical constraintsconstraints

They have received They have received little attentionlittle attention in tourism in tourism researchresearch

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Statement of the problem & Research Statement of the problem & Research objectivesobjectives

RQ1: What are the RQ1: What are the factorsfactors that that influenceinfluence the the international college international college student to student to employ IUTemploy IUT??

RQ2: To what RQ2: To what extentextent the the international college international college student are student are involved in IUTinvolved in IUT??

RQ3: What constitutes RQ3: What constitutes appealing featureappealing feature in a in a tourism related tourism related websitewebsite for for international college international college student users?student users?

To identify the To identify the factorsfactors influencing international influencing international college student (ICS) to college student (ICS) to use use internetinternet in their decision in their decision making behaviors.making behaviors.

To describe the internet To describe the internet use for tourism use for tourism (IUT) (IUT) behaviorbehavior of ICS. of ICS.

To identify the To identify the relationshiprelationship between the intensity of IUT between the intensity of IUT and users’ characteristicsand users’ characteristics

To understand the To understand the essential elementsessential elements in in developing the marketing of developing the marketing of IUT.IUT.

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Scope of the research Scope of the research

Assumption University Assumption University

Undergraduate students. Undergraduate students.

Both Hua Mak campus and Both Hua Mak campus and

Suvarnabhumi campusSuvarnabhumi campus

Summer school studentsSummer school students

Their most recently tripTheir most recently trip

Influencing factors & Influencing factors &

intensity of IUTintensity of IUT

Survey research using Survey research using

questionnaire questionnaire

95% level of certainty 95% level of certainty

The nature of AU students The nature of AU students may may differentdifferent from other from other international college international college students in Thailandstudents in Thailand

SummerSummer term students, term students, may have may have differentdifferent level of level of travel desire and different travel desire and different IUT behaviors from other IUT behaviors from other studentsstudents

Students may Students may pay little pay little attentionattention due to Summer due to Summer schoolschool

Memory error Memory error

&& Limitation of the research Limitation of the research

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Significance of the study: who will Significance of the study: who will benefit from this study?benefit from this study?

To To create awarenesscreate awareness in Thailand in Thailand tourism industry of the student’s IUTtourism industry of the student’s IUT

Enable the marketers to Enable the marketers to realizerealize the the dynamism of dynamism of ICS in tourism industryICS in tourism industry

To help To help developdevelop appropriate appropriate marketingmarketing measuresmeasures

Better improvement of Better improvement of web designweb design features features

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CHAPTER 2: Review of Related CHAPTER 2: Review of Related Literature and StudiesLiterature and Studies

Intensity of IUTIntensity of IUT

Mathieson & Wall Model on Five-Stage Mathieson & Wall Model on Five-Stage

Process of Travel-Buying BehaviorProcess of Travel-Buying Behavior

Empirical studies and critical analysis Empirical studies and critical analysis

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Intensity of IUTIntensity of IUT

Bonn, Furr and Hausman (2000)Bonn, Furr and Hausman (2000)

Request destination informationRequest destination information

Purchase travel-related services.Purchase travel-related services.

Cheyne, Downes and Legg (2005)Cheyne, Downes and Legg (2005)

Gathering general informationGathering general information

Planning tripsPlanning trips

Arranging trips.Arranging trips.

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Mathieson & Wall Model on Five-Mathieson & Wall Model on Five-Stage Process of Travel-Buying Stage Process of Travel-Buying BehaviorBehavior

Tourist Profile:Socioeconomic and behavioral characteristics

Tourist Profile:Socioeconomic and behavioral characteristics

Trip features

Trip distanceTrip distance

Trip pressureTrip pressure

Trip costTrip cost

Domestic pressureDomestic pressure

Party sizeParty size

Trip durationTrip duration

Confidence in travel intermediaries

Confidence in travel intermediaries

Perceived risk and uncertainty of travel

Perceived risk and uncertainty of travel

Travel desireTravel desire

Information search

Information search

Image ofDestination

(+ or -)

Image ofDestination

(+ or -)

Information search

continued

Information search

continued

Assessment of travel

alternatives

Assessment of travel

alternatives

Travel decisionsTravel decisions

Travel arrangements

Travel arrangements

Travel experience and

evaluation

Travel experience and

evaluation

Travel AwarenessTravel Awareness

Destination resources and characteristics

Primary resources

Primary resources

Tourist facilities and services

Tourist facilities and services

Political and economic and social structure

Political and economic and social structure

Geography and environment

Geography and environment

InfrastructureInfrastructure

Internal accessibility

Internal accessibility

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Empirical studies and critical Empirical studies and critical analysis analysis

Bonn, Furr and Hausman (2000): Bonn, Furr and Hausman (2000): Using Internet Technology to Using Internet Technology to

Request Travel Information and Purchase Travel Service: A Request Travel Information and Purchase Travel Service: A

Comparison of X’ers, Boomers and Mature Market Segments Visiting Comparison of X’ers, Boomers and Mature Market Segments Visiting

FloridaFlorida..

Cheyne, Downes and Legg (2005): Cheyne, Downes and Legg (2005): Travel Agent vs. Internet: Travel Agent vs. Internet:

What Influences Travel Consumer Choices?What Influences Travel Consumer Choices?

Hyde and Lawson (2003): Hyde and Lawson (2003): The Nature of Independent TravelThe Nature of Independent Travel..

Lu and Lu (2004): Lu and Lu (2004): Development, Distribution and Evaluation Development, Distribution and Evaluation

of Online Tourism Services in Chinaof Online Tourism Services in China..

Kim, Jogaratnam and Noh (2006): conducted the research of Kim, Jogaratnam and Noh (2006): conducted the research of

Travel Decisions of Students at a US University: Segmenting Travel Decisions of Students at a US University: Segmenting

the international marketthe international market..

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Bonn, Furr and Hausman (2000): Bonn, Furr and Hausman (2000): Using Internet Using Internet Technology to Request Travel Information and Technology to Request Travel Information and Purchase Travel Service: A Comparison of X’ers, Purchase Travel Service: A Comparison of X’ers, Boomers and Mature Market Segments Visiting Boomers and Mature Market Segments Visiting FloridaFlorida..

AgeAge group had definite influence on group had definite influence on

IUT.IUT.

Baby BoomerBaby Boomer traveler, are more likely traveler, are more likely

to use internet as a tool of travelto use internet as a tool of travel

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Cheyne, Downes and Legg (2005): Cheyne, Downes and Legg (2005): Travel Agent Travel Agent vs. Internet: What Influences Travel Consumer vs. Internet: What Influences Travel Consumer Choices?Choices?

The tourists, who visited the destination The tourists, who visited the destination for the for the second timesecond time, intended to use , intended to use internetinternet

Might reflect a Might reflect a subjective viewsubjective view of the of the sampling groupsampling group

The target of this research is The target of this research is not not studentstudent

LanguageLanguage is an important factor that is an important factor that influences the IUT behavior influences the IUT behavior

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Hyde and Lawson (2003): Hyde and Lawson (2003): The Nature of The Nature of Independent TravelIndependent Travel . .

Only a Only a minority of FITminority of FIT has a has a planplan on on

attractions, activities or travel routeattractions, activities or travel route

Most of the Most of the planningplanning activities activities

occurred occurred after arrivalafter arrival to the destination. to the destination.

The main source of their information The main source of their information

was was travel guides and brochurestravel guides and brochures. .

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Lu and Lu (2004): Lu and Lu (2004): Development, Distribution and Development, Distribution and Evaluation of Online Tourism Services in ChinaEvaluation of Online Tourism Services in China..

The The main respondentmain respondent of this research are of this research are studentsstudents. .

Success factorsSuccess factors of website of websiteHelpful, up to date Helpful, up to date informationinformation

High High speedspeed search search

Good Good interaction functionsinteraction functions between users and users and between users and users and suppliers are the top threesuppliers are the top three

Dissatisfy factorsDissatisfy factorsSlow searching speedSlow searching speed

Lacking of useful informationLacking of useful information

Lacking of trustLacking of trust

Difficulties such as low internet access speed and high fees Difficulties such as low internet access speed and high fees dominate dominate

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Kim, Jogaratnam and Noh (2006) Kim, Jogaratnam and Noh (2006) conducted the research of conducted the research of Travel Travel Decisions of Students at a US University: Decisions of Students at a US University: Segmenting the international marketSegmenting the international market..

Target: US university student travelers Target: US university student travelers

The student market is The student market is substantiallysubstantially concrete concrete

enough to provide the enough to provide the detaileddetailed studies studies

Seven push and six pull factors Seven push and six pull factors

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CHAPTER 3: Research FrameworkCHAPTER 3: Research Framework

Theoretical frameworkTheoretical framework

Conceptual frameworkConceptual framework

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Theoretical frameworkTheoretical framework

Travel desireTravel desire

IUT used on Information gathering

IUT used on Information gathering

IUT used on Travel

decisions

IUT used on Travel

decisions

IUT used on Travel

arrangements

IUT used on Travel

arrangements

IUT as a long term

consumer relationship

tool

IUT as a long term

consumer relationship

tool

Tourist Profile:Socioeconomic and behavioral characteristics

Tourist Profile:Socioeconomic and behavioral characteristics

IUT relatedTravel Awareness

IUT relatedTravel Awareness

Trip features Destination resources and characteristics

Trip distanceTrip distance

Trip costTrip cost

Party sizeParty size

Trip durationTrip duration

Confidence in IUT

Confidence in IUT

Key characteristics of the destination

Key characteristics of the destination

Tourist Profile:Socioeconomic and behavioral characteristics

Tourist Profile:Socioeconomic and behavioral characteristics

Trip features

Trip distanceTrip distance

Trip pressureTrip pressure

Trip costTrip cost

Domestic pressureDomestic pressure

Party sizeParty size

Trip durationTrip duration

Confidence in travel intermediaries

Confidence in travel intermediaries

Perceived risk and uncertainty of travel

Perceived risk and uncertainty of travel

Travel desireTravel desire

Information search

Information search

Image ofDestination

(+ or -)

Image ofDestination

(+ or -)

Information search

continued

Information search

continued

Assessment of travel

alternatives

Assessment of travel

alternatives

Travel decisionsTravel decisions

Travel arrangements

Travel arrangements

Travel experience and

evaluation

Travel experience and

evaluation

Travel AwarenessTravel Awareness

Destination resources and characteristics

Primary resources

Primary resources

Tourist facilities and services

Tourist facilities and services

Political and economic and social structure

Political and economic and social structure

Geography and environment

Geography and environment

InfrastructureInfrastructure

Internal accessibility

Internal accessibility

occupation, education, net income and age are taken out.

nationality , student’s identification number (ID), Grade Point Average (GPA) ,disposable money, total family income, living party, weekday internet use, weekend internet use, and push factors are added.

IUT relatedTravel Awareness

IUT relatedTravel Awareness

Key characteristics of the destination

Key characteristics of the destination

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Conceptual frameworkConceptual framework

Research objectivesResearch objectives

To identify the factors To identify the factors

influencing international college influencing international college

student (ICS) to use internet in student (ICS) to use internet in

their decision making behaviors.their decision making behaviors.

To describe the internet To describe the internet

use for tourism (IUT) behavior of use for tourism (IUT) behavior of

ICS. ICS.

To identify the To identify the

relationship between the intensity relationship between the intensity

of IUT and users’ characteristics.of IUT and users’ characteristics.

To understand the To understand the

essential elements in developing essential elements in developing

the marketing of IUT.the marketing of IUT.

Tourist ProfileTourist Profile

GenderGenderNationalityNationalityStudent IDStudent IDGPAGPADisposable moneyDisposable moneyTotal family incomeTotal family incomeLiving partyLiving partyWeekday internet useWeekday internet useWeekend internet useWeekend internet usePush factorsPush factors

Characteristics of Characteristics of the destinationthe destination

IUT related Travel IUT related Travel AwarenessAwareness

Travel desireTravel desire

Trip featuresTrip features

Trip distanceTrip distanceTravel partyTravel partyFamiliar about the tripFamiliar about the tripTrip durationTrip durationTrip costTrip costTransportationTransportationConfidence in IUTConfidence in IUT

Intensity of IUTIntensity of IUT

Not use IUT at allNot use IUT at all

IUT used on IUT used on Information Information gatheringgathering

IUT used on Travel IUT used on Travel decisionsdecisions

IUT used on Travel IUT used on Travel arrangementsarrangements

IUT as a long term IUT as a long term consumer consumer relationship toolrelationship tool

Factors that influence confidence of Factors that influence confidence of

IUTIUT

Rich information (a large amount Rich information (a large amount

of helpful, up-to-date and of helpful, up-to-date and

attractive information)attractive information)

PersonalizationPersonalization

Disintermediary (good interaction Disintermediary (good interaction

between users, and users and between users, and users and

suppliers)suppliers)

Unbiased adviceUnbiased advice

First languageFirst language

Refinement page and interface Refinement page and interface

designdesign

High speed searchHigh speed search

Ability to deal with complexAbility to deal with complex

IUT related travel awarenessIUT related travel awareness Advertising and promotion from Advertising and promotion from

internetinternet

Travel literature from internetTravel literature from internet

Suggestion/reports from other Suggestion/reports from other

travelers from internet (Blogs, travelers from internet (Blogs,

Chat room)Chat room)

Travel related website’s Travel related website’s

suggestions and recommendationssuggestions and recommendations

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CHAPTER 4: Research Methodology CHAPTER 4: Research Methodology

Respondents and sampling proceduresRespondents and sampling procedures

Collection of data/gathering Collection of data/gathering proceduresprocedures

Pre-testPre-test

Statistical treatment of dataStatistical treatment of dataDescriptive statisticsDescriptive statistics

Influential statistics Influential statistics

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Target Population:Target Population: 17,798

undergraduate AU students

Respondents and sampling Respondents and sampling proceduresprocedures

Sample Size:Sample Size:381

Sampling MethodSampling Method: non-probability

sampling

Pre-test:Pre-test: 30 tour operators

Research Instrument:Research Instrument: self-administered questionnaire

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Collection of data/gathering Collection of data/gathering proceduresprocedures

Totally 400Totally 400 questionnaires will be distributed questionnaires will be distributed

Distribute 300 questionnaires by hand in Distribute 300 questionnaires by hand in

Assumption University (Assumption University (200 in Hua Mak 200 in Hua Mak

campuscampus and and 100 in Suvarnabhumi campus100 in Suvarnabhumi campus).).

Another Another 100100 questionnaires will be questionnaires will be

distributed through distributed through EmailEmail to reach the to reach the

students who students who do not take summer schooldo not take summer school. .

The collection period is within The collection period is within April, 2008April, 2008..

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Pre-testPre-test

studentID

1 3.3 3.3 3.3

2 6.7 6.7 10.0

17 56.7 56.7 66.7

10 33.3 33.3 100.0

30 100.0 100.0

below 461

461--476

481--496

above 496

Total

ValidFrequency Percent Valid Percent

CumulativePercent

disposable money respondent has

2 6.7 6.7 6.7

11 36.7 36.7 43.3

12 40.0 40.0 83.3

1 3.3 3.3 86.7

4 13.3 13.3 100.0

30 100.0 100.0

below 3,000 baht

3,000--10,000 baht

10,001--25,000 baht

25,001--50,000 baht

above 50,000 baht

Total

ValidFrequency Percent Valid Percent

CumulativePercent

their familiarity of this place

18 60.0 60.0 60.0

11 36.7 36.7 96.7

1 3.3 3.3 100.0

30 100.0 100.0

one time only

2 times

5--6 times

Total

ValidFrequency Percent Valid Percent

CumulativePercent

intensity of IUT

16 53.3 53.3 53.3

14 46.7 46.7 100.0

30 100.0 100.0

no use IUT

arrange trip

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Intensity of IUTIntensity of IUT

Not use IUT at allNot use IUT at all

IUT used on IUT used on Information gatheringInformation gathering

IUT used on Travel IUT used on Travel decisionsdecisions

IUT used on Travel IUT used on Travel arrangementsarrangements

IUT as a long term IUT as a long term consumer consumer relationship toolrelationship tool

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Statistical treatment of data:Statistical treatment of data:Descriptive statisticsDescriptive statistics

Tourist profileTourist profile

Factors that influence confidence of Factors that influence confidence of

IUTIUT

Intensity of IUTIntensity of IUT

Ranking questionsRanking questions

Questions has more than one answerQuestions has more than one answer

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Statistical treatment of dataStatistical treatment of dataInfluential statistics Influential statistics

Chi-squareChi-square test will be conducted to analyze test will be conducted to analyze the influence of the influence of nominalnominal scale variables to the scale variables to the IUT behaviors IUT behaviors (gender, nationality, push factors, pull (gender, nationality, push factors, pull factors, travel party and transportation)factors, travel party and transportation)

ANOVAANOVA will be conducted to analyze the will be conducted to analyze the influence of influence of intervalinterval scale variables on the IUT scale variables on the IUT behaviors behaviors ((Student ID, GPA, disposable money, total Student ID, GPA, disposable money, total family income, living party, weekday internet use, family income, living party, weekday internet use, weekend internet use, travel desire, frequent traveler, weekend internet use, travel desire, frequent traveler, spend per year, trip distance, familiar about the trip, trip spend per year, trip distance, familiar about the trip, trip duration, trip cost and confidence in IUT)duration, trip cost and confidence in IUT)

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Question and AnswersQuestion and Answers