stan
DESCRIPTION
TRANSCRIPT
Adviser: Dr. Meng-Jang LinPresenter: Stan ChungDate: January 7, 2010
1
2
I. Introduction
II. Literature Review
III. Methodology
3
I. Research Background
III. Research Purpose
II. Statement of problemII. Statement of problem
Word-of-mouth has been approved by many researchers that it has huge effect on consumer’s purchasing behavior.
(Buttle, 1998; East, Hammond, & Lomax, 2008; Godes & Mayzlin, 2004)
4
Word-of-Mouse
5
Word-of-Mouse
Word-of-Mouth
=Internet
+
There were many researches focused on either word-of-mouse or consumer involvement.
However, few researches considered consumer involvement as an intervening variable of word-of-mouse.
6
to explore the influence of word-of-mouse and consumer involvement on consumer purchase behavior
7
8
I. Word-of-mouse
III. Consumer information seeking
III. Involvement
II. Trust
Consumer information seeking behavior
9
Attempting to purchase
Perceiving risk, anxious
Minimizing the risk
Seeking information
(Srinivasan & Ratchford, 1991)
Word-of-Mouse
10
Direct to multiple individuals
Direct to multiple individuals
No time & geographic restriction
No time & geographic restriction
AnonymityAnonymity
CharacteristicsCharacteristics
(Hennig-Thurau, Gwinner, Walsh & Gremler, 2004)
The need for trust only arises in a risky situation.
(Mayer et al., 1995)11
AnonymityAnonymity
Trustworthiness?Trustworthiness?
Definition of TrustSocial psychologists define trust as an expectation about the behaviour of others in transactions.
(Lewicki & Bunker, 1995)
12
Trust
13
Expertness
Trustworthiness
Attractiveness
the extent to which a communicator is perceived to bea source of valid assertions
refers to the honesty and believability of a communicator.
includes a number of characteristics of a communicator might have(e.g. intellectual skills, personality properties, lifestyles)
(Erdogan, 1999)
Definition of InvolvementA person’s perceived relevance of the object based on inherent needs, values, and interest.
(Zaichkowsky, 1986)
14
Involvement
15
Behavioral Dimension High-Involvement View Low-Involvement View
Information SeekingConsumers actively seek product and brand information
Consumers seek limited product and brand information
Attitude Change Attitude change is difficult and rare
Attitude change is frequent but short
(Robertson et al., 1984)
16
II. Research Structure
III. Participant
IV. Instrument
V. Data AnalysisV. Data Analysis
I. Research ProcedureI. Research Procedure
Research Procedure
17
Questionnaire designQuestionnaire design
Data collectionData collection
Questionnaire revisionQuestionnaire revision
Data analysisData analysis
Pilot studyPilot study
Research Procedure
18
Word-of-mouth Purchase Behavior
Involvement
Participants
19
Tourists in Gugam
Time 15 minutes
Quantity30 (pre-test)
300 (formal study)
Age 18-65
Instrument
20
Questionnaire (31 items)
5 points Likert scale
Part 1 (13)
Word-of-mouse (Ohanian, 1990; Swartz, 1984; Wu, 2009)
Part 2(10)
Consumer Involvement (Mcquarrie & Munson, 1992; Lee, 2006)
Part 3(8)
Consumer purchase behavior (Swinyard, 1993)
Part 4 Personal information
1 strongly disagree
5 strongly agree
Part 1. Word-of-mouse
21
Expertness
Trustworthiness
Attractiveness
22
Part 3. Consumer involvement
Part 3. Consumer purchase behavior
23
Part 4. Personal information
24
25
SPSS 13.0 for windows
Descriptive statistics analysis
To know the distribution of participants personal information
Pearson Correlation To examine the relationships between the variables (can not test cause and effect)
Regression Analysis To examine the causal effect between variables
26