Transcript Document

Group 4 –
Hung Wing Shan (13007017)
Tang Mei Ling (13007025)
Tsang Wing Shan (13007386)
Wong Sze Ching (13006274)
Agenda
1. Introduction
1.1 Keywords definition
1.2 Research objectives & rationale
3-13
2. Research method
2.1 Model
2.2 Questionnaire
2.3 Data analysis and results
14-37
3. Findings
3.1 Measurement Model
3.2 Structural Model
38-48
4.
49-52
Conclusion
4.1 Discussion
4.2 Limitations & future research direction
4.3 Implications
4.4 Recommendations
2
1.1 Keywords definition
1.2 Research objectives & rationale
3
1.1 Keywords definition
Electronic word-of-mouth (eWOM)
• An electronic form of interpersonal
noncommercial communication among
acquaintances
Online consumer reviews
• Purchasing experience (opinion and experience
related to products) shared to electronic media
by consumers
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1.1 Keywords definition
Electronic marketing (e-Marketing)
• Application of marketing principles and techniques via
electronic media and more specifically the Interne
• e-Marketing, Internet marketing and online
marketing, are frequently interchanged
Public good
• Characterized as “a shared resource from which every
member of a group may benefit, regardless of whether or
not they personally contribute to its provision, and whose
availability does not diminish with use”
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1.1 Keywords definition
Reputation
• Often cited as an of information sharing behavior
• Share and contribute knowledge in order to gain an informal recognition
Reciprocity
• Conceived as a benefit for individuals to engage in social exchange
• When information providers do not know each other, the kind of
reciprocity that is relevant is called “generalized” exchange , and the
person who offers help to others is expecting returns in the future
Sense of belonging
• Sense of emotional involvement with the group
• When people identify themselves as part of the community and align
their goals with those of the community, they will treat other members as
their kin and they will be willing to do something beneficial to/for others
that are not necessarily beneficial
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1.1 Keywords definition
Enjoyment of helping
• An altruistic factor to explain individuals' willingness to share
knowledge in electronic networks of practice or online social spaces
• Obtain intrinsic enjoyment and satisfaction
Moral obligation
• Derived from principlism
• Commitment to online communities conveys a sense of duty or
obligation to help others on the basis of shared membership
Knowledge self-efficacy
• Personal judgment of one's capability to execute actions required for
designated types of performances
• Served as a self-motivator for knowledge contribution in online
platforms
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1.2 Objectives & Rationale
Objective
1.2 Objectives & Rationale
Rationale
Objective
1.2 Objectives & Rationale
Rationale
2.1 Model
2.2 Questionnaires
2.3 Research Method
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2.1 Model
Fig. 1. Research model –
A model of antecedents to eWOM intentions in online consumer-opinion platforms
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2.1.1 The antecedent variables
4 Theoretical perspectives
•
•
•
•
Egoistic motivation  H1 & H2
Collective motivation  H3
Altruistic motivation  H4
Principlistic motivation  H5
Knowledge self-efficacy  H6
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1. Egoistic motivation
2.1.2 Relationships among key components
Egoistic
• Ultimate goal: increase own welfare
• Aim at: tangible or intangible returns after
sharing information
• Social exchange theory
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1. Egoistic motivation
2.1.2 Relationships among key components
Reputation
Reputation
+ve
Consumer’s eWOM
intention
•  H1: The perception of the opportunity to
enhance one's own reputations is positively
related to one's eWOM intention
Reciprocity
Reciprocity
+ve
Consumer’s eWOM
intention
•  H2: The perception of the opportunity for
reciprocity is positively related to one's
eWOM intention
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2. Collective motivation
2.1.2 Relationships among key components
Collectivism
• Ultimate goal: increase group/collective welfare
• One contributes for benefiting the whole group
rather than personal return
• Social identity theory
Sense of belonging
Sense of belonging
+ve
Consumer’s eWOM
intention
•  H3: The opportunity for the sense of
belonging is positively related to one's eWOM
intention
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3. Altruistic motivation
2.1.2 Relationships among key components
Altruism
• Ultimate goal: increase welfare ≥ 1 individuals other
than oneself
• Willing to volunteer themselves
 contribute knowledge without expecting direct
rewards in return
Enjoyment of helping
Enjoyment of
helping
+ve
Consumer’s eWOM
intention
•  H4: The opportunity to realize personal
enjoyment is positively related to one's eWOM
intention
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4. Principlistic motivation
2.1.2 Relationships among key components
Principlism
• Ultimate goal: uphold some moral principle
• Normative commitment
more likely to feel obliged to help others by
contributing knowledge
• Willing to contribute knowledge to the well being of
the organization
Moral obligation
Moral obligation
+ve
Consumer’s eWOM
intention
•  H5: The opportunity to feel a moral obligation is
positively related to one's eWOM intention
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5. Knowledge self-efficacy
2.1.2 Relationships among key components
Self-efficacy
• Personal judgment of one's capability to execute
actions required for designated types of
performances
Knowledge
self-efficacy
Knowledge selfefficacy
+ve
Consumer’s eWOM
intention
•  H6: The degree of perceived knowledge selfefficacy is positively related to one's eWOM
intention
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2.2 Questionnaires
2.2 Questionnaires
2.3 Research Method
 Sample of online consumer-opinion platform
- OpenRice.com
 Share information about 15,000 restaurant in HK &
Macau
 In terms of food type, location, price and no. of like
2.3 Research Method
 Sample frame: who have used OpenRice.com
 Posted an invitation message on Facebook group
 Offer an entry in a lottery for supermarket vouchers
increase response rate
 Total :203 questionnaires
- Female: 57% Male: 43%
- 67% aged 21-25
- 78% education level of university or above
 Measures : Seven-point Likert scale
3.1 Measurement Model
3.2 Structural Model
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Data analysis and results
 The Partial Least Squares (PLS) method
 Suitable for the focus on theory development
 Two-step analytical approach
 Psychometric assessment of measurement scales
 Evaluate the structural model
3.1 Measurement Model
The convergent validity
• The composite reliability (CR) ≥ 0.70
• The average variance extracted (AVE)
≥ 0.50
• All item loadings > 0.707
CRs ranging from 0.89
to 0.96
AVEs ranging from
0.67 to 0.93
Item loadings > 0.707
Satisfied
Discriminant validity
• Low correlations between the measure of
interest and the measure of other
constructs
• Square root of AVE > the correlations
Square root of AVE of each construct > the correlations
3.2 Structural model
 Assessed by the test of the hypothesized effects
 Examination of the 𝑅 2 value
 Explain a substantial amount of the variance
1. Explain 69% of the
variance in
consumers eWOM
intention
2. Reputation, sense
of belonging,
enjoyment of
helping
 Significant
antecedents
4.1 Discussion
4.2 Limitations & future research direction
4.3 Implications
4.4 Recommendations
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4.1 Discussion
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4.1 Discussion - Significant related antecedents
Sense of belonging (Most significant)
• Essential ingredient  Foster loyalty and citizenship
• ↑ Belonging to Openrice.com  ↑ citizenship intentions
(e.g. share dining experiences)
Enjoyment of helping others
• Write about dinning experiences
 Enjoyment of helping other community members
• Save other from –VE experiences
Reputation (marginally significant)
• Spread eWOM  Desire to alter reputation
• Enormous potential for scale and reach
• Contribute dinning experience  Want to be viewed as an expert
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4.1 Discussion-Not Significant related antecedents
Reciprocity
• Opinion  help to judge whether restaurants are worth visiting
 Lead to a future request for knowledge being met
 Not influence the intention to use a knowledge mechanism
• Informal consumer-based community  members may have sense of
belonging
 Convey a sense of duty / obligation to help others
 Voluntary basis – right to decide whether to leave comment
Moral obligation
More impact if obligation is in explicit terms
Knowledge self-efficacy
Diner’s Opinion: based on service quality they received/no thorough
understanding about the restaurants
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4.2 Limitations & future research direction
 Consumer engagement in eWOM
Relatively new & Limited attention in scholarly literature
Only explains key motives
(4 perspectives of social
psychology literature)
• Include other related variables
 account for unexplained variance
Only focused on : Spread
+VE eWOM
• Explore motives that drive to
spread –VE eWOM
Sample size relatively small
& mostly students
• More diverse sample:
Different age / usage experience
Single questionnaire – bias
• Use different research methods to
test the model
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4.3 Implications
Contributing ways:
1. Explore how and why consumers are willing to
spread eWOM (i.e. intentions)
∵Most existing eWom studies Focus on the impact of eWOM
2. Demonstrate relative importance of various
antecedent factors


Provided empirical support of social factor
Gain theoretical foundation from social psychology literature and social
cognitive theory
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4.4 Recommendations
Enhance
Sense of
belonging
Allow to create own
personal profile
Enjoyment
of helping
others
Add friends &
direct communication
Reputation
Mechanism:
identify and inform member’s
contribution of providing
useful suggestion
Chat function:
allow readers to show
appreciation fore useful
reviews
Reputation tracking scheme:
recognize contributors
- Also include membership length and
status
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Q&A
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