9922620 黃昱崧(ppt)

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  • 1. Information direction, website reputation and e-WOM effect: A moderating role of product type Presenter: Peter Huang Instructor: Dr. Pi-Ying Teresa Hsu Date: December 15, 2010
  • 2. Park, C., & Lee, T. M.(2009). Information direction, website reputation and e-WOM effect: A moderating role of product type. Journal of Business Research, 62, 61-67.
  • 3. Contents V Click to add Title 1 Introduction I Click to add Title 2 Literature Review II Click to add Title 1 Methodology III Click to add Title 2 Results IV Click to add Title 1 Reflection
  • 4. Introduction
    • The Internet has extended consumers’ options for gathering information, and has provided consumers offer their own consumption-relation advice by (eWOM).
    • (Hennig-Thurau et al., 2004)
  • 5. Purposes of the Study To examine the impact of eWOM information direction To investigate the influence website reputation To examine the interactions of eWOM information direction and website reputation with product type
  • 6. Research Question
    • Does the impact of the eWOM information
    • direction and website reputation on the
    • eWOM effect vary with the product type?
  • 7. Literature Review
    • eWOM direction
    • Website reputation
    • Categorization of goods
    • Interaction effect
  • 8. eWOM direction
    • The WOM influence appears to be asymmetrical in that a negative WOM has a stronger influence on customers’ brand evaluations.
    • (Arndt, 1967; Mizerski, 1982; Wright, 1974)
    H1: The eWOM effect is greater for negative eWOM information than for positive eWOM information.
  • 9. Website reputation
    • Due to low barriers of entry on the Web, well-established and reputable websites have been more readily accepted by consumers than have unknown sites.
    • (Shamdasani et al, 2001)
    H2: The eWOM effect is greater for websites with established reputations than for those without established reputations.
  • 10. Categorization of goods
    • Search goods are defined by produce attributes where complete information about the goods can be acquired prior to purchase.
    • (Nelson,1974)
  • 11. Categorization of goods
    • Experience goods are characterized attributes that cannot be known until the purchase and after use of the product.
    • (Klein, 1998)
    H3: The eWOM effect is greater for experience goods than for search goods.
  • 12. Interaction effect: eWOM direction and product type
    • Higher levels of brand familiarity, generated through the direct or indirect brand related experiences, are associated with well developed knowledge structure.
    • (Alba & Hutchinson,1987)
  • 13. Interaction effect: website reputation and product type
    • The message source is a crucial determinant when consumers evaluate experience attributes for a product.
    • (Jain & Posavac, 2001)
  • 14. Research design
    • 2 X 2X 2 between-subjects factorial design
    Website’s reputation Established Unestablished Product Search Experience eWOM Positive Negative
  • 15. Development of stimuli can be evaluated can not be evaluated 1 2 3 4 5 Search goods = TOEIC books Experience goods = Language school program Five-point scale
  • 16. Development of websites
    • Established website: Interpark.com
    • Unestablished website: Zomart.com
  • 17.  
  • 18.  
  • 19. Pretest 20 males and 20 females The eWOM information stressed on 5-point scale. The website’s reputation was measured on 5-point scale.
  • 20. Measures 1 2 3 4 strongly disagree 5 strongly agree This eWOM information will crucially affect my purchase decision. Item3 I think this eWOM information is credible. Item2 I will refer to this eWOM information in purchase decision. Item1 5-point ratings
  • 21. Participants Men : women = 55.5 : 44.5 Gender 19-28 Age 55 Number Seoul Location Undergraduate students (business classes) Level
  • 22. Factorial design
    • Using a 2 X 2X 2 analysis of covariance with eWOM familiarity as covariate.
    Website’s reputation Established Unestablished Product Search Experience eWOM Positive Negative
  • 23. Results
  • 24. Results
  • 25. Research hypotheses
    • H1: The eWOM effect is greater for negative eWOM information than for positive eWOM information.
    • H2: The eWOM effect is greater for websites with established reputations than for those without established reputations.
    • H3: The eWOM effect is greater for experience goods than for search goods.
      
  • 26. Results
  • 27. Research hypotheses
    • H4: The impact difference of negative and positive eWOM information on the eWOM effect is greater for experience goods than for search good.
    • H5: The impact difference of established and unestablished website’s reputation on the eWOM effect is greater for experience goods than for search goods.
     
  • 28. Results
  • 29. Conclusion
    • 1.The eWOM effect is greater for negative eWOM
    • than for positive eWOM.
    2.The eWOM effect is greater for websites with established reputations than for unestablished websites. 3.The eWOM effect is greater for experience goods than for search goods.
  • 30. Reflection
    • 1. This study focuses on product attribute-related eWOM information. However, the value of negative information is likely to be higher in the morality versus the ability.
    • 2. This study does not include consumer characteristic.
    • 3. This study could investigate an eWOM effect model on cross-cultural basis.
  • 31. Reflection Well and detailed explanations in research design Managerial implications for an Internet marketing strategy
  • 32. Reflection The categorization of goods are not suitable. A total of responses were collected with “only” 55 respondents .
  • 33. Thanks for your listening .