Transcript Research Model_20140..

Project: Under-Contribution to Consumer Product Review, Why?
(Version 0.1)
Youngsun Kwak
Amanda Damiano
Ji Hye Choi
Purpose of Study
This study aims to explore a behavior of abstaining active engagement in consumer product reviews, which
also called ‘under-contribution.’ Unlike adoption of behavior, rejection of behavior has received less
attention from scholars in context of individual online participation (contribution or behavioral engagement).
Theoretical Framework
This study is based on an integrating approach of a attitude – behavior theory and a motivation theory to
capture potential factors (determinants) influencing the abstaining behavior (Under-contribution).
Research Model
Integration of SDT and TPB
Less Competent
Lack of Autonomy
Weak Sense of Belongings
Low Self-determined
Motivations (Amotivation)
Negative Attitude toward the Behavior
Unwillingness to
Contributing to
CPR
UnderContribution to
CPR
Negative Subjective Norm (Social Influence)
Negative Perceived Behavioral Control
Control Variables
> Gender
> Individual trait variables in relation to web voluntary participation
such as e-mavenism or consumer innovativeness
> Past behavior with engagement in CPR
> Media usage of social media such as Facebook or social media
> Online Transaction Self-Efficacy
Note for control variables.
Personality Traits in relation to sharing information with others or contributing to information creation will be controlled.
Measures
In total 12 constructs are employed in the study, and some of them are constructed based on the pilot study
– focus group interviews.
Construct
Scale Items
Citation
1
Competence
SDT, Pilot Study
2
Autonomy
SDT, Pilot Study
3
Sense of Belongings (Relatedness)
SDT, Pilot Study
4
Self-Determined Motivation
SDT
5
Attitude toward a behavior
TPB, Pilot Study
6
Subjective Norm
TPB
7
Perceived Behavioral Control
TPB
8
Unwillingness to Contributing to CPR
TPB
9
Under-Contributing in CPR
TPB
10
e-Mavenism
11
Past Behavior (Experience) with CPR
contribution
12
6 items anchored
Feick & Linda (1987)
Huang, S. S., & Hsu, C. H.
(2009)
Hypotheses
LET’S GO
Method
Online Survey:
> Sample Size – at least 400
> Procedures:
Analysis Strategy:
> Factor Analysis
> SEM