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
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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
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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
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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
