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`The impacts of online word-of-mouth on consumer purchasing decisions: An empirical study.
`The impacts of online word-of-mouth on consumer purchasing decisions: An empirical study.
`The impacts of online word-of-mouth on consumer purchasing decisions: An empirical study.
`The impacts of online word-of-mouth on consumer purchasing decisions: An empirical study.
`The impacts of online word-of-mouth on consumer purchasing decisions: An empirical study.
`The impacts of online word-of-mouth on consumer purchasing decisions: An empirical study.
`The impacts of online word-of-mouth on consumer purchasing decisions: An empirical study.
`The impacts of online word-of-mouth on consumer purchasing decisions: An empirical study.
`The impacts of online word-of-mouth on consumer purchasing decisions: An empirical study.
`The impacts of online word-of-mouth on consumer purchasing decisions: An empirical study.
`The impacts of online word-of-mouth on consumer purchasing decisions: An empirical study.
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`The impacts of online word-of-mouth on consumer purchasing decisions: An empirical study.

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  • 1. STITP Project Review ReportThe effects of online word-of-mouthon consumer purchasing decisions:An empirical study.
  • 2. Outlines Research Contents Research MethodsResearch Results & Proposals Research Prospects Research Experience
  • 3. Research Contents1. Research Objective:The effects of the form of electronic word-of-mouth on consumer purchasing decision2. Independent Variables: WOM Direction & WOM Type3. Adjusted Variable: Product Type4. Intermediate Variables: Perceived Informativeness Perceived Popularity5. Dependent Variable: Purchasing Decision
  • 4. Research Contents Product Type Perceived Informativeness WOMDirection Perceived Purchasing Popularity Decision WOM Type
  • 5. Research ContentsH1 Relative to positive WOM,the effect of negative WOM on perceived informativeness is more significant.H2 Relative to negative WOM, the effect of positive WOM on perceived popularity is more significant.H3 Relative to negative WOM, the effect of positive WOM on purchasing decision is more significant.H4 Relative to numeric WOM, the effect of literal WOM on perceived informativeness is more significant.H5 Relative to literal WOM, the effect of numeric WOM on perceived popularity is more significant.H6 There is no significant difference between the effects of numeric and literal WOM on purchasing decision. The combination of product type, WOM direction and WOM type has an interaction effect on perceivedH7 informativeness. The combination of product type, WOM direction and WOM type has an interaction effect on perceivedH8 popularity. The combination of product type, WOM direction and WOM type has an interaction effect on purchasingH9 decision. In the positive WOM,there is a significant positive correlation between perceived informativeness andH10 purchasing decision. In the negative WOM,there is a significant negative correlation between perceived informativeness andH11 purchasing decision.H12 Significant correlation between perceived popularity and purchasing decision.
  • 6. Research MethodsQuestionnaire Survey Sample Selection Data Analysis One Pilot SPSS Software Two Questionnaires  Descriptive Analysis Product Selection  Reliability & Validity  Convenience  Reputation Contents Test of questionnaire Sampling Determination  Chi-Square Test  Formal Investigation  Correlation Analysis  Regression Analysis
  • 7. Research Results& Proposals Relative to positive WOM,the effect of negative WOM on perceivedH1 Incorrect informativeness is more significant. Relative to negative WOM, the effect of positive WOM on perceived popularity isH2 Correct more significant. Relative to negative WOM, the effect of positive WOM on purchasing decision isH3 Correct more significant. Relative to numeric WOM, the effect of literal WOM on perceived informativenessH4 Incorrect is more significant. Relative to literal WOM, the effect of numeric WOM on perceived popularity isH5 Correct more significant. There is no significant difference between the effects of numeric and literal WOMH6 Incorrect on purchasing decision. The combination of product type, WOM direction and WOM type has an interactionH7 Incorrect effect on perceived informativeness. The combination of product type, WOM direction and WOM type has an interactionH8 Correct effect on perceived popularity. The combination of product type, WOM direction and WOM type has an interactionH9 Correct effect on purchasing decision. In the positive WOM,there is a significant positive correlation between perceivedH10 Correct informativeness and purchasing decision. In the negative WOM,there is a significant negative correlation betweenH11 Incorrect perceived informativeness and purchasing decision.
  • 8. Research Results& Proposals1.Management of eWOM 2.Effective communication Add numeric type of WOM  Pay attention to numeric way of Reinforce management of negative WOM score Pay attention to online WOM  Recommend:High score  Recommend against:Low score
  • 9. Research Prospects a Increase number and extend field of experimental subjectsFuture b Introduce new theories of classification of product type c Bring consumers’ credibility in eWOM into independent variables
  • 10. Research Experience  Enhance abilities of information gathering,literatureExperience reading& data analysis  Develop capabilities of discovering and solving problems  Be familiar with research process and cultivate awareness of collaboration
  • 11. Thank You!

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