Adviser: Dr. Meng-Jang Lin Presenter: Stan Chung Date: March 23, 2010 1
Oct 30, 2014
2. I. Introduction II. Literature Review III. Methodology 3. II. Statement of problem I. Research Background III. Research Purpose 4. Regular Internet user in Taiwan 5.
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Word-of-Mouse Word-of-Mouth = Internet + 8.
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11. III.Consumer information seeking I. Word-of-mouse III. Trust II. Source Credibility 12.
Attempting to purchase Perceiving risk, anxious Minimizing the riskSeeking information (Srinivasan & Ratchford, 1991) 13.
Direct to multiple individuals No time & geographic restriction Anonymity Characteristics (Hennig-Thurau, Gwinner, Walsh & Gremler, 2004) 14.
Anonymity Credibility? 15.
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Expertness Trustworthiness Attractiveness the extent to which a communicator is perceived to be a 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) 17.
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19. VI. Data Analysis I. Research Procedure II. Research Structure IV. Participant V. Instrument III. Research Hypotheses 20.
Questionnaire design Data collection Questionnaire revision Data analysis Pilot study 21.
Source Credibility ExpertnessTrustworthinessAttractivenessPurchase Intention Trust 22.
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Tourists in GuguanTime 15 minutes Quantity 30 (pre-test) 300 (formal study) Age 18-65 24. GuguanLocation Heping Township of Taichung County Altitude800 meters Found 1907 Average degreeCelsius 48degrees Celsius Hotels 13 25.
1strongly disagree 5strongly agree 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 26.
Expertness Trustworthiness Attractiveness 27.
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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