9722620鍾政君 Stan

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9722620鍾政君 Stan

  1. 1. Instructor: Dr. Pi-Ying Teresa Hsu Presenter: Stan Chung Date: Dec. 29, 2008
  2. 2. <ul><li>Introduction </li></ul><ul><li>Literature Review </li></ul><ul><li>Methodology </li></ul>
  3. 3. <ul><li>Word-of-mouth has huge effects on consumers’ purchasing intention . </li></ul><ul><li>(Buttle, 1998; East, Hammond, & Lomax, 2008; Godes & Mayzlin, 2004) </li></ul>
  4. 4. <ul><li>Trend </li></ul><ul><li> Consumers tend to search products' information online before buying. </li></ul>
  5. 5. <ul><li>To know whether online word-of-mouth would influences consumers’ intention of purchasing, and how? </li></ul>
  6. 6. <ul><li>Would negative WOM influence consumers’ decision making? </li></ul><ul><li>When a products appear equal amount of both positive and negative WOM, which of it that consumers tend to believe? </li></ul>H1 Consumers would have doubt about purchasing product with negative WOM. H2 Consumers would believe negative more.
  7. 7. <ul><li>Word of Mouth </li></ul><ul><li>Word of Mouse </li></ul>
  8. 8. Word-of-Mouth Communications Might have both positive and negative WOM Helps consumers making decision Much more persuasive than printed advertising Exchange of thoughts or ideas about products among two or more individuals.
  9. 9. Lasting longer time No geographic restriction Anonymity Characteristics
  10. 10. <ul><li>Data collection </li></ul><ul><li>Participants </li></ul><ul><li>Procedure of the study </li></ul>
  11. 11. <ul><li>Questionnaire </li></ul><ul><ul><li>Spread in online discussion board </li></ul></ul><ul><ul><li>Using 5-point Likert scale to assess the answers </li></ul></ul>
  12. 12. <ul><li>300 consumers from the online product discussion board. </li></ul>
  13. 13. Questionnaire design Retrieve Questionnaire & analysis Spread questionnaire Results Pretest
  14. 14. <ul><li>Thanks for your attention! </li></ul>

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