Proposal 0323 (Stan)
-
Upload
guest7fe64c -
Category
Documents
-
view
238 -
download
1
description
Transcript of Proposal 0323 (Stan)
![Page 1: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/1.jpg)
Adviser: Dr. Meng-Jang LinPresenter: Stan ChungDate: March 23, 2010
1
![Page 2: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/2.jpg)
2
I. Introduction
II. Literature Review
III. Methodology
![Page 3: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/3.jpg)
3
I. Research Background
III. Research Purpose
II. Statement of problemII. Statement of problem
![Page 4: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/4.jpg)
4
Regular Internet user in Taiwan
![Page 5: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/5.jpg)
91% Taiwanese rely on the recommendations from other consumers.
76% Taiwanese thought web-based opinions are trusted.
(Nielsen, 2007)
5
![Page 6: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/6.jpg)
Word-of-mouth has been approved by many researchers that it has huge effect on consumer’s purchasing behavior.
(Buttle, 1998; East, Hammond, & Lomax, 2008; Godes & Mayzlin, 2004)
6
![Page 7: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/7.jpg)
Word-of-Mouse
7
Word-of-Mouse
Word-of-Mouth
=Internet
+
![Page 8: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/8.jpg)
Previous WOM researches focused on the study of products.
Few researches were discussing about the field of hotel accommodation, especially for hot spring hotel.
8
![Page 9: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/9.jpg)
to explore the relationships between source credibility of word-of-mouse, trust and consumer purchase intention
9
![Page 10: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/10.jpg)
1. How does source credibility affects consumer purchase behavior?
2. How does trust affect source credibility on purchase intention?
10
![Page 11: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/11.jpg)
11
I. Word-of-mouse
III. Consumer information seeking
III. Trust
II. Source Credibility
![Page 12: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/12.jpg)
Consumer information seeking behavior
12
Attempting to purchase
Perceiving risk, anxious
Minimizing the risk
Seeking information
(Srinivasan & Ratchford, 1991)
![Page 13: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/13.jpg)
Word-of-Mouse
13
Direct to multiple individuals
Direct to multiple individuals
No time & geographic restriction
No time & geographic restriction
AnonymityAnonymity
CharacteristicsCharacteristics
(Hennig-Thurau, Gwinner, Walsh & Gremler, 2004)
![Page 14: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/14.jpg)
The need for trust only arises in a risky situation.
(Mayer et al., 1995)14
AnonymityAnonymity
Credibility?Credibility?
![Page 15: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/15.jpg)
Definition of Source CredibilityA communicator’s positive characteristics that affect the receiver’s acceptance of a message.
(Ohanian, 1990)
15
![Page 16: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/16.jpg)
Source credibility
16
Expertness
Trustworthiness
Attractiveness
the extent to which a communicator is perceived to bea source of valid assertions
refers to the honesty and believability of a communicator.
includes a number of characteristics of a communicator might have(e.g. intellectual skills, personality properties, lifestyles)
(Erdogan, 1999)
![Page 17: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/17.jpg)
Definition of TrustSocial psychologists define trust as an expectation about the behaviour of others in transactions.
(Lewicki & Bunker, 1995)
17
![Page 18: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/18.jpg)
Trust DispositionIs not situation specific, inclination to display faith in humanity and to adopt a trusting stance toward others
(McKnight et al., 1998)
18
![Page 19: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/19.jpg)
19
II. Research Structure
IV. Participant
V. Instrument
VI. Data AnalysisVI. Data Analysis
I. Research ProcedureI. Research Procedure
III. Research Hypotheses
![Page 20: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/20.jpg)
Research Procedure
20
Questionnaire designQuestionnaire design
Data collectionData collection
Questionnaire revisionQuestionnaire revision
Data analysisData analysis
Pilot studyPilot study
![Page 21: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/21.jpg)
Research Structure
21
Source Credibility
Expertness Trustworthiness Attractiveness
Expertness Trustworthiness Attractiveness
Purchase Intention
Trust
![Page 22: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/22.jpg)
Research HypothesesH1. Expertness would have positive effect on purchase intention.H2. Trustworthiness would have positive effect on purchase intention.H3. Attractiveness would have positive effect on purchase intention.H4. Effect of source credibility on purchase intention would be different based on consumers’ trust.
22
![Page 23: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/23.jpg)
Participants
23
Tourists in Guguan
Time 15 minutes
Quantity 30 (pre-test)300 (formal study)
Age 18-65
![Page 24: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/24.jpg)
24
Guguan
Location Heping Township of Taichung County
Altitude 800 meters
Found 1907
Average degree Celsius 48 degrees Celsius
Hotels 13
![Page 25: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/25.jpg)
Instrument
25
Questionnaire (31 items)
5 points Likert scale
Part 1 (13)
Source Credibility (Ohanian, 1990; Swartz, 1984; Wu, 2009)
Part 2(4)
Trust (Gefen, 2000)
Part 3(8)
Consumer purchase behavior (Swinyard, 1993)
Part 4 Personal information
1 strongly disagree
5 strongly agree
![Page 26: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/26.jpg)
Part 1. Source Credibility
26
Expertness
Trustworthiness
Attractiveness
![Page 27: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/27.jpg)
27
Part 2. Trust
![Page 28: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/28.jpg)
Part 3. Consumer purchase behavior
28
![Page 29: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/29.jpg)
Part 4. Personal information
29
![Page 30: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/30.jpg)
30
SPSS 13.0 for windows
Descriptive statistics analysis
To know the distribution of participants personal information
Pearson Correlation To examine the relationships between the variables (can not test cause and effect)
Regression Analysis To examine the causal effect between variables
![Page 31: Proposal 0323 (Stan)](https://reader033.fdocuments.us/reader033/viewer/2022061110/54516540af79591b038b6ef9/html5/thumbnails/31.jpg)
31