9722620鍾政君 stan
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TRANSCRIPT
Instructor: Dr. Pi-Ying Teresa HsuPresenter: Stan Chung
Date: Dec. 29, 2008
I. IntroductionII. Literature ReviewIII. Methodology
Word-of-mouth has huge effects on consumers’ purchasing intention .
(Buttle, 1998; East, Hammond, & Lomax, 2008; Godes & Mayzlin, 2004)
Trend Consumers tend to search products' information online before buying.
To know whether online word-of-mouth would influences consumers’ intention of purchasing, and how?
I. Would negative WOM influence consumers’ decision making?
II. When a products appear equal amount of both positive and negative WOM, which of it that consumers tend to believe?
H1 Consumers would have doubt about purchasing product with negative WOM.
H2 Consumers would believe negative more.
I. Word of Mouth
II. Word of Mouse
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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.
Lasting longer time
No geographic restriction
Anonymity
Characteristics
I. Data collectionII. ParticipantsIII. Procedure of the study
Questionnaire Spread in online discussion board Using 5-point Likert scale to assess the answers
300 consumers from the online product discussion board.
Questionnaire design
Retrieve Questionnaire & analysis
Spread questionnaire
Results
Pretest
Thanks for your attention!