Peter proposal

1

The Relationship Between Electronic Word-of-mouth and Consumer’s Purchase Behavior in Virtual Communities from the Value Perspective

Presenter : Yuh-Sung HuangInstructor : Dr. Pi-Ying Teresa Hsu Date : June 15, 2011

2

Contents

1 Introduction

2 Literature Review

Background

The Internet plays a significant role in the

world, and many people consider it a

necessity whose use extends to every aspect

of their lives.

(Rodgers &Thorson, 2006)

3

Background

• The Word-of-Mouth has an important

influence on consumer purchases, and that

this influence is strong when a consumer is

considering the purchase of product.

(Blackwell, Engel, & Kegerreis, 1969)

4

Background

Consumers’ evaluations of shopping

experience along two important dimensions:

utilitarian and hedonic value.

(Babin, 1994) 5

Literature Review

Electronic Word-of-mouth

Website Browsing Value

External Variables for Consumers

6

Electronic Word-of-mouth

• Through Web-based consumer opinion platforms, the Internet enables customers to share their experiences with goods and services with a multitude of other consumers.

(Hennig-

Thurau, 2004)7

Website Browsing Value

Website Browsing Value

Utilitarian Value

Hedonic Value

8

Utilitarian Value

It involved consumer collecting information

out of necessity rather than recreation.

(Bloch &

Richins, 1983)

9

Hedonic Value

It is more subjective and the results more

from fun and playfulness than from task

completion.

(Holbrook & Hirschman, 1982)

10

External Variables

Variables

Website

Quality

Incentive

Pleasure

11

Purpose of the study

• To explore the relationship between word-of-mouth and consumer’s purchase behavior in virtual communities from the value perspective

12

Research Questions

• Would the external variables(website quality, incentive, and pleasure) make influence on consumer’s website browsing value?

• Do consumers’ website browsing value make the influence on consumers’ intention

behavior?

13

Methodology

Participants

Instruments

Procedure

Data analysis

14

Framework

15

*Website Quality

*Incentive *Pleasure

*Utilitarian Value

*Hedonic ValueeWOM

External Variables

Website Browsing

Value

Behavior Intention

16

Participants

Approximately 300 people

From the backpackers website members

16

Instruments

17

Backpackers(背包客棧 )

• www.backpackers.com.tw

Questionnaires

• Five-point Likert scale• External Variables• Utilitarian Value• Hedonic Value• eWOM

18

Backpackers(背包客棧 )

18

Questionnaires1 2 3 4 5

第一部份：網站品質

此社群網站提供正確的資訊

第二部份：誘因

此社群網站提供折扣或贈品

第三部份：愉悅感

當我瀏覽此社群網站時，我覺得快樂

第四部份：享樂價值

我覺得瀏覽此網站是有趣的

第五部份：實用價值

我覺得瀏覽此網站可找到我要的資訊

第六部份：口碑推薦意圖

我會推薦此網站給朋友1919

Babin, B., Darden, W., & Wang. (2005). Work and fun: Measuring hedonic and

utilitarian shopping value, Journal of consumer research , 20, 44-56.

Procedure

2020

Pilot Study Formal StudyStatistical Analysis

30 students who browsed the backpackers website

300 backpackers website members

Time: Oct., 2011 Questionnaire

Time : Nov., 2011 (30 days)Questionnaire : 60 items

21

Statistic Analysis

Structural Equation Modeling(SEM)

1. Would the external variables(website quality, incentive,

and pleasure) make influence on consumer’s website

browsing value?

22

Statistic Analysis2. Do consumers’ website browsing value make the influence on consumers’ intention behavior?

Structural Equation Modeling(SEM)

SEM(結構方程模式 )

此重要性在於能夠整合兩大統計技術：因素分析與路徑分析，主要處理研究中潛在變項問題，更可以應用到各種不同的情境中，例如因果關係的統計論證、測驗與評量工具的發展、跨文化資料分析等等。此檢驗模式通常來自於一個因果模型的假設，此因果假設的概念必須被操作化才能在模式中，以實際測量到的資料檢驗，是否符合假設模型的因果關係。

23

24