Business Research Method

The Problem Definition

W. Rofianto

Basic VS Applied Research

http://couri.utep.edu/images/webgraphics/basicvsapplied.png

The Scientific Method

Zikmund (2009)

Exploratory Phase

Cooper & Schindler (2011)

1. Journals &

Proceedings

2. Text Book

3. Others

80%

20%

Suggested Reference

Composition

http://sci-hub.cc/

Classification of Research Designs

Malhotra (2007)

ExperimentalExplanatory

Exploratory Research Example

Quotes of Respondents Statement

Exploratory Research Example

Proposed Framework

Experimental Research Example

Experimental Research Design Common Terms

Descriptive Research Example

Research Model

Hypothesis

Measurements

Indicator

Variable

The Research Gap

https://zulikha.files.wordpress.com/2013/09/gap-and-problem.jpg

Previous Research recommendations

The Effect of Information Processing Confidence and Consumer Susceptibility to Peer Influence of Online Review

toward Consumer Perception and Its Implication to Usage Behavior: a Study of Indonesian Digital Native

4TH GADJAH MADA INTERNATIONAL CONFERENCE ON ECONOMICS AND BUSINESS 2016 | YOGYAKARTA, 25-26TH NOVEMBER 2016

ANNA RIANA PUTRIYA, SE., M.Si Dr. WHONY ROFIANTO, ST., M.Si

Nowadays, more and more customers use information from online

reviews to mitigate transaction risk, especially those made online

Research Background

Online reviews made by consumers are believed to be more reliable

than advertising (Dellarocas, 2003; Sher & Lee, 2009), considered even

more valuable (Goldsmith & Horowits, 2006), furthermore can

increase purchase intention (Yao et al., 2009)

Despite increasingly considered important and widely used, there are still

lack of empirical research that directly examines the benefits

and costs of consumers on the use of online consumer review,

its antecedents, and also the implications for marketers

Indonesia is in the 4th position as the country with the most Internet

users after China, India, and Japan, 78 million users (Internet World

Stats, 2015)

Research Urgency

EVIDENCE IN A DIFFERENT CONTEXT

Providing additional empirical evidence in a different context

toward its original research (i.e. Lee & Ma, 2012) as contribution to

the model generazation of antecedents and implications of

perceived benefits and perceived cost of online consumer review

ACCOMMODATION TO THE DEMOGRAHIC DIFFERENCES

An attemps to answer the limitations of previous studies (Lee &

Ma, 2012), which does not yet accommodate the demographic

differences in their model, particularly by providing empirical

evidence on digital natives

Scope of Study

A REPLICATION STUDY

Testing previous research model on online consumer review (Lee & Ma,

2012) in a different context, with some simplifications of the measurement

instrument

THE CONSTRUCTS INVOLVED

Exogenous constructs: Information Processing Confidence and Consumer

Susceptibility to Interpersonal Influence.

Endogenous constructs: Perceived Benefit, Perceived Cost, Attitudes toward

online consumer review, and Frequent Usage Behavior

INDONESIAN DIGITAL NATIVE

Digital native born and raised in the digital age so it is more familiar and

capable of managing digital information than the previous generation

(Prensky 2001).

Scope of Study

1. Yelp

2. Eat24 (now part of

Yelp)

3. OpenTable

4. Gayot

5. Zagat

6. Zomato (available in

Indonesia)

H1

H4 (-)

H2 (-)

H3

H7

H6 (-)

H5

Source : Lee & Ma, 2012

Information Processing

Confidence

Consumer Susceptibility to

Interpersonal Influence

Perceived

Benefit

Perceived

Cost

Attitude toward Online

Consumer ReviewFrequent Usage Behavior

Research Model

Purpose of Study

Analyze the positive influence of Information Processing

Confidence and Consumer Susceptibility to Interpersonal

Influence on Perceived Benefit

Analyze the negative influence of Information Processing

Confidence and Consumer Susceptibility to Interpersonal

Influence on Perceived Cost

Analyze the positive influence of Perceived Benefit and

negative influence of Perceived Cost on Attitudes toward

online consumer review

Analyze the positive influence of Attitudes toward online

consumer review on Frequent Usage Behavior

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rofianto@gmail.com