Instructor: Dr. Pi-Ying Teresa HsuPresenter: Stan Chung

Date: Dec. 29, 2008

I. IntroductionII. Literature ReviewIII. Methodology

Word-of-mouth has huge effects on consumers’ purchasing intention .

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

Trend Consumers tend to search products' information online before buying.

To know whether online word-of-mouth would influences consumers’ intention of purchasing, and how?

I. Would negative WOM influence consumers’ decision making?

II. When a products appear equal amount of both positive and negative WOM, which of it that consumers tend to believe?

H1 Consumers would have doubt about purchasing product with negative WOM.

H2 Consumers would believe negative more.

I. Word of Mouth

II. Word of Mouse

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Word-of-Mouth Communications

Might have both positive and negative WOM

Helps consumers making decision

Much more persuasive than printed advertising

Exchange of thoughts or ideas about products among two or more individuals.

Lasting longer time

No geographic restriction

Anonymity

Characteristics

I. Data collectionII. ParticipantsIII. Procedure of the study

Questionnaire Spread in online discussion board Using 5-point Likert scale to assess the answers

300 consumers from the online product discussion board.

Questionnaire design

Retrieve Questionnaire & analysis

Spread questionnaire

Results

Pretest

Thanks for your attention!