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Adviser: Dr. Meng-Jang LinPresenter: Stan ChungDate: January 7, 2010

I. Introduction

II. Literature Review

III. Methodology

I. Research Background

III. Research Purpose

II. Statement of problemII. Statement of problem

Word-of-mouth has been approved by many researchers that it has huge effect on consumer’s purchasing behavior.

(Buttle, 1998; East, Hammond, & Lomax, 2008; Godes & Mayzlin, 2004)

Word-of-Mouse

Word-of-Mouth

=Internet

There were many researches focused on either word-of-mouse or consumer involvement.

However, few researches considered consumer involvement as an intervening variable of word-of-mouse.

to explore the influence of word-of-mouse and consumer involvement on consumer purchase behavior

I. Word-of-mouse

III. Consumer information seeking

III. Involvement

II. Trust

Consumer information seeking behavior

Attempting to purchase

Perceiving risk, anxious

Minimizing the risk

Seeking information

(Srinivasan & Ratchford, 1991)

Word-of-Mouse

Direct to multiple individuals

No time & geographic restriction

AnonymityAnonymity

CharacteristicsCharacteristics

(Hennig-Thurau, Gwinner, Walsh & Gremler, 2004)

The need for trust only arises in a risky situation.

(Mayer et al., 1995)11

AnonymityAnonymity

Trustworthiness?Trustworthiness?

Definition of TrustSocial psychologists define trust as an expectation about the behaviour of others in transactions.

(Lewicki & Bunker, 1995)

Expertness

Trustworthiness

Attractiveness

the extent to which a communicator is perceived to bea 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)

Definition of InvolvementA person’s perceived relevance of the object based on inherent needs, values, and interest.

(Zaichkowsky, 1986)

Involvement

Behavioral Dimension High-Involvement View Low-Involvement View

Information SeekingConsumers actively seek product and brand information

Consumers seek limited product and brand information

Attitude Change Attitude change is difficult and rare

Attitude change is frequent but short

(Robertson et al., 1984)

II. Research Structure

III. Participant

IV. Instrument

V. Data AnalysisV. Data Analysis

I. Research ProcedureI. Research Procedure

Research Procedure

Questionnaire designQuestionnaire design

Data collectionData collection

Questionnaire revisionQuestionnaire revision

Data analysisData analysis

Pilot studyPilot study

Research Procedure

Word-of-mouth Purchase Behavior

Involvement

Participants

Tourists in Gugam

Time 15 minutes

Quantity30 (pre-test)

300 (formal study)

Age 18-65

Instrument

Questionnaire (31 items)

5 points Likert scale

Part 1 (13)

Word-of-mouse (Ohanian, 1990; Swartz, 1984; Wu, 2009)

Part 2(10)

Consumer Involvement (Mcquarrie & Munson, 1992; Lee, 2006)

Part 3(8)

Consumer purchase behavior (Swinyard, 1993)

Part 4 Personal information

1 strongly disagree

5 strongly agree

Part 1. Word-of-mouse

Expertness

Trustworthiness

Attractiveness

Part 3. Consumer involvement

Part 3. Consumer purchase behavior

Part 4. Personal information

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

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