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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

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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)

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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)

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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

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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

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Utilitarian Value

It involved consumer collecting information

out of necessity rather than recreation.

(Bloch &

Richins, 1983)

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Hedonic Value

It is more subjective and the results more

from fun and playfulness than from task

completion.

(Holbrook & Hirschman, 1982)

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External Variables

Variables

Website

Quality

Incentive

Pleasure

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Purpose of the study

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

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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?

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Methodology

Participants

Instruments

Procedure

Data analysis

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Framework

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*Website Quality

*Incentive *Pleasure

*Utilitarian Value

*Hedonic ValueeWOM

External Variables

Website Browsing

Value

Behavior Intention

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Participants

Approximately 300 people

From the backpackers website members

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Instruments

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Backpackers(背包客棧 )

• www.backpackers.com.tw

Questionnaires

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

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Backpackers(背包客棧 )

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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

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Statistic Analysis

Structural Equation Modeling(SEM)

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

and pleasure) make influence on consumer’s website

browsing value?

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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。

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