Proposal 0323 (Stan)

Adviser: Dr. Meng-Jang Lin Presenter: Stan Chung Date: March 23, 2010

I. Introduction II. Literature Review III. Methodology

II. Statement of problem I. Research Background III. Research Purpose

Regular Internet user in Taiwan

[object Object],[object Object],[object Object]

[object Object],[object Object]

[object Object],Word-of-Mouse Word-of-Mouth = Internet +

III. Consumer information seeking I. Word-of-mouse III. Trust II. Source Credibility

[object Object],Attempting to purchase Perceiving risk, anxious Minimizing the risk Seeking information (Srinivasan & Ratchford, 1991)

[object Object],Direct to multiple individuals No time & geographic restriction Anonymity Characteristics (Hennig-Thurau, Gwinner, Walsh & Gremler, 2004)

[object Object],[object Object],Anonymity Credibility?

[object Object],Expertness Trustworthiness Attractiveness the extent to which a communicator is perceived to be a 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)

VI. Data Analysis I. Research Procedure II. Research Structure IV. Participant V. Instrument III. Research Hypotheses

[object Object],Questionnaire design Data collection Questionnaire revision Data analysis Pilot study

[object Object],Source Credibility Expertness Trustworthiness Attractiveness Purchase Intention Trust

[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Tourists in Guguan Time 15 minutes Quantity 30 (pre-test) 300 (formal study) Age 18-65

Guguan Location Heping Township of Taichung County Altitude 800 meters Found 1907 Average degree Celsius 48 degrees Celsius Hotels 13

[object Object],1 strongly disagree 5 strongly agree Questionnaire (31 items) 5 points Likert scale Part 1 (13) Source Credibility (Ohanian, 1990; Swartz, 1984; Wu, 2009) Part 2 (4) Trust ( Gefen, 2000 ) Part 3 (8) Consumer purchase behavior (Swinyard, 1993) Part 4 Personal information

[object Object],Expertness Trustworthiness Attractiveness

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

Proposal 0323 (Stan)

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