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The impact of positive electronic word-of-mouth on consumer online purchasing
decision.
Instructor: Dr. Pi-Ying Teresa Hsu
Presenter: Stan ChungDate: April 20, 2010
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Cheung, C. M., Lee, M. K, & Thadani, D. R. (2009). The impact of positive electronic word-of-mouth on consumer online purchasing decision. WSKS 2009, 5736, 501–510.
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Contents
Click to add Title1 IntroductionI
Click to add Title2 MethodologyII
Click to add Title1 ResultsIII
Click to add Title2 ConclusionIV
Click to add Title1 ReflectionV
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Introduction
It is reported that 85% of the world’s online population has used internet to make a purchase.
(Nielsen, 2008)4
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Introduction
77% of online shoppers in US reported using consumers-generated reviews and rating to aid their purchase decisions.
(Jupiter Research, 2008)
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Introduction
Past research on e-commerce has mainly focused on building trust in the online environment by minimizing risks associated with shopping online.
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Introduction
Little research on the role of positive eWOM in impacting trust as well as consumer purchase decisions.
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IntroductionPurpose of study
The purpose of this paper is to examine how positive online consumer emotional trust towards the retailer, as well as online purchasing decision.
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Introduction
Competence
Integrity
Emotional Trust
Behavioral Intention
Cognitive Trust
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(Komiak & Benbasat, 2006)
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Introduction
Competence
Integrity
Emotional Trust
Behavioral Intention
Cognitive Trust Positive eWOM
H3H2H1
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Methodology
Instrument Controlled laboratory experiment
Sampling Convenience sampling
Place A local university in Hong Kong
Participants 100 students(Male: Female = 50:50)
Time 45 minutes
Compensation US $7
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MethodologyThe participants were asked to decide
whether to make online purchases in a real UK watch selling website (www.easyWatch.com)
The hypothetical scenario:“Your friend is studying overseas and her
birthday is coming. You are planning to use US$40 to buy her a watch as a birthday present”.
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Methodology
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Methodology
Treatment group
Treatment group Control groupControl group
Watch website(15 minutes)
Online discussion
forum(10 minutes)
Complete questionnaire
Introduction (10 minutes)
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Watch website(15 minutes)
Without reading online
discussion forum
Complete questionnaire
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Methodology
Questionnaire (14 items)
7 points Likert scale
Part 1 (4)
Cognitive Trust in Competence
Part 2(4)
Cognitive Trust in Integrity
Part 3(2)
Emotional Trust
Part 4(4)
Behavioral Intention
1 strongly disagree
7 strongly agree
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MethodologyQuestionnaire items
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MethodologyQuestionnaire items
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MethodologyQuestionnaire items
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Results
Competence
Integrity
Emotional Trust
Behavioral Intention
Cognitive Trust
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Control Group (without reading eWOM)
0.51*** (t= 4.43)
0.24** (t= 1.82)
0.60*** (t=6.46)
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Results
Competence
Integrity
Emotional Trust
Behavioral Intention
Cognitive Trust
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Treatment Group (with reading eWOM)
0.46*** (t= 3.82)
0.35*** (t= 2.74)
0.69*** (t=11.02)
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ResultsPath Comparisons between the
Control Group and the Treatment Group
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ConclusionPositive eWOM strengthens the
relationship between consumers’ emotional trust and their intention to shop online, as well as the relationship between consumers’ perceived integrity and attitude.
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ReflectionDetailed description on research
design and procedure.
Participants were evenly divided between male and female
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