Table of Contents
Chapter 1 Introduction………………………………………………………1
1.1 Research Background and Motives…………………………………1
1.2 Research Objective………………………………………………………2
Chapter 2 Literature Review………………………………………………3
2.1 Electronic Word of Mouth……………………………………………3
2.2. Dual-Process Theory…………………………………………………4
2. 3 Credibility of eWOM…………………………………………………5
2.4 Informational Determinants………………………………………6
2.5 Normative Determinants……………………………………10
2.6 Credibility of eWOM and Purchase Intention…………………………….. 12
Chapter 3 Research Methodology…………………………………………... 13
3.1 Research Framework……………………………………………………… 13
3.2 Experiment Design………………………………………………………... 14
3.3 Questionnaire Design……………………………………………………… 21
3.4 Data Collection and Sampling Design…………………………………….. 22
3.5 Data Analysis Procedures…………………………………………………. 22
Chapter 4 Research Results and Discussion………………………………... 24
4.1 Response Rate and Descriptive Analysis………………………………….. 24
4.2 Reliability and Validity Tests……………………………………………… 27
4.3 Correlation Analysis………………………………………………………. 30
4.4 Regression Analysis and Hypothesis Testing……………………………... 32
Chapter 5 Conclusion and Suggestions……………………………………... 41
5.1 Research Conclusion……………………………………………………… 41
5.2Contribution………………………………………………………………... 44
5.3 Research Limitations and Suggestions for Future Research……………… 45
Reference……………………………………………………………………... 46
Appendix……………………………………………………………………… 51
Survey Questionnaire………………………………………………………….. 51
List of Tables
Table 2-1 Summary of studies examining the dimensions of source credibility 8
Table 3-1 Measurement Items for Message Framing…………………………. 16
Table 3-2 Measurement Items for Source Credibility………………………… 17
Table 3-3 Measurement Items for Message Sidedness………………………... 18
Table 3-4 Measurement Items for Argument Strength………………………... 19
Table 3-5 Measurement Items for Message Consistency……………………... 19
Table 3-6 Measurement Items for Message Rating…………………………… 20
Table 3-7 Measurement Items for Perceived the Credibility of Ewom……….. 21
Table 3-8 Measurement Items for Purchase Intention………………………… 21
Table 4-1 Characteristics of respondents…………………………………….... 26
Table 4-2 Results of Reliability Tests…………………………………………. 27
Table 4-3 Convergent validity and composite reliability of all constructs……. 29
Table 4-4 Correlation matrix of each factor…………………………………... 31
Table 4-5 Linear Regression Analysis of the Effect of Message Framing on Perceived Credibility of eWOM………………………………………………. 33
Table 4-6 Linear Regression Analysis of the Effect of Source Credibility on Perceived Credibility of eWOM………………………………………………. 34
Table 4-7 Linear Regression Analysis of the Effect of Message Sidedness on Perceived Credibility of eWOM………………………………………………. 34
Table 4-8 Linear Regression Analysis of the Effect of Message Strength on Perceived Credibility of eWOM………………………………………………. 35
Table 4-9 Linear Regression Analysis of the Effect of Message Consistency on Perceived Credibility of eWOM…………………………………………… 36
Table 4-10 Linear Regression Analysis of the Effect of Message Rating on Perceived Credibility of eWOM………………………………………………. 37
Table 4- 11 Linear Regression Analysis of the Effect of Perceived Credibility of eWOM on Purchase Intention……………………………………………… 38
Table 4- 12 Multiple Regression Analysis of the Information factors on Perceived Credibility of eWOM………………………………………………. 39
Table 4-13 Multiple Regression Analysis of the Normative factors on Perceived Credibility of eWOM………………………………………………. 40
Table 5-1 Summary of Results of Hypotheses………………………………… 44
List of Figures
Figure 3-1 Research Framework……………………………………………… 13
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