Upload
guest7fe64c
View
260
Download
2
Embed Size (px)
DESCRIPTION
Citation preview
The impact of positive electronic word-of-mouth on consumer online purchasing
decision.
Instructor: Dr. Pi-Ying Teresa Hsu
Presenter: Stan ChungDate: April 20, 2010
1
Cheung, C. M., Lee, M. K, & Thadani, D. R. (2009). The impact of positive electronic word-of-mouth on consumer online purchasing decision. WSKS 2009, 5736, 501–510.
2
Contents
Click to add Title1 IntroductionI
Click to add Title2 MethodologyII
Click to add Title1 ResultsIII
Click to add Title2 ConclusionIV
Click to add Title1 ReflectionV
3
Introduction
It is reported that 85% of the world’s online population has used internet to make a purchase.
(Nielsen, 2008)4
Introduction
77% of online shoppers in US reported using consumers-generated reviews and rating to aid their purchase decisions.
(Jupiter Research, 2008)
5
Introduction
Past research on e-commerce has mainly focused on building trust in the online environment by minimizing risks associated with shopping online.
6
Introduction
Little research on the role of positive eWOM in impacting trust as well as consumer purchase decisions.
7
IntroductionPurpose of study
The purpose of this paper is to examine how positive online consumer emotional trust towards the retailer, as well as online purchasing decision.
8
Introduction
Competence
Integrity
Emotional Trust
Behavioral Intention
Cognitive Trust
9
(Komiak & Benbasat, 2006)
Introduction
Competence
Integrity
Emotional Trust
Behavioral Intention
Cognitive Trust Positive eWOM
H3H2H1
10
Methodology
Instrument Controlled laboratory experiment
Sampling Convenience sampling
Place A local university in Hong Kong
Participants 100 students(Male: Female = 50:50)
Time 45 minutes
Compensation US $7
11
MethodologyThe participants were asked to decide
whether to make online purchases in a real UK watch selling website (www.easyWatch.com)
The hypothetical scenario:“Your friend is studying overseas and her
birthday is coming. You are planning to use US$40 to buy her a watch as a birthday present”.
12
Methodology
13
Methodology
Treatment group
Treatment group Control groupControl group
Watch website(15 minutes)
Online discussion
forum(10 minutes)
Complete questionnaire
Introduction (10 minutes)
14
Watch website(15 minutes)
Without reading online
discussion forum
Complete questionnaire
Methodology
Questionnaire (14 items)
7 points Likert scale
Part 1 (4)
Cognitive Trust in Competence
Part 2(4)
Cognitive Trust in Integrity
Part 3(2)
Emotional Trust
Part 4(4)
Behavioral Intention
1 strongly disagree
7 strongly agree
15
MethodologyQuestionnaire items
16
MethodologyQuestionnaire items
17
MethodologyQuestionnaire items
18
Results
Competence
Integrity
Emotional Trust
Behavioral Intention
Cognitive Trust
19
Control Group (without reading eWOM)
0.51*** (t= 4.43)
0.24** (t= 1.82)
0.60*** (t=6.46)
Results
Competence
Integrity
Emotional Trust
Behavioral Intention
Cognitive Trust
20
Treatment Group (with reading eWOM)
0.46*** (t= 3.82)
0.35*** (t= 2.74)
0.69*** (t=11.02)
ResultsPath Comparisons between the
Control Group and the Treatment Group
21
ConclusionPositive eWOM strengthens the
relationship between consumers’ emotional trust and their intention to shop online, as well as the relationship between consumers’ perceived integrity and attitude.
22
ReflectionDetailed description on research
design and procedure.
Participants were evenly divided between male and female
23
24