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7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying
1/23
Marketing Journal Mapping(WOM, Trust, Loality, Leader Opinion & Decisiom for Buying)
Oleh :
Daniel D. Wahyu Krismantoro
!O"!#M M#"$%T! $LM' #DM$$%T!#%$ B$%$%FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
UNIVERSITAS LAMBUNG MANGKURAT
2016
7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying
2/23
NoJudul, Nama dan
Tahun PenelitianSampel
Nama dan Teori
Utama Pada
variabel
ModelKeterbatasan
Penelitian
Saran
kepeneliti
Berikutnya
Hasil penelitiannya
7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying
3/23
1
An Analysis of
Factors Affectingthe Consumers
Attitude of Trust
and their Impacton Internet
PurchasingBehavior
Seyed FathollahAmiri Aghdaie
2!!
The studypopulation
consisted of
members ofe!pert"ir# $eb
site that have beenpurchase form
commercial
$ebsites at leastone time
Correlation of
factors influencing
on trust attitude%
purchase and repeat
purchase
Pearson
the studie perform
in online
purchasing% $ill
different rsult $ith
traditional
purchasing
&ot stated
H 1: Environmental characteristics have beenafect consumer trust attitudes in online
shopping H 1-1: Promotion has been afectsconsumers trust attitudes in online shopping. H
1-2: Governmental rules have been afectconsumers trust attitudes in online shopping H
1-3: hird part! assurance has been afectconsumers trust attitudes in online shopping H
2: rustee "eatures have been afect
consumers trust attitudes in online shopping H2-1 #n"ormation $ualit! has been afectconsumers trust attitudes in online shopping. H2-2 Graphic design has been afect consumers
trust attitudes in online shopping. H 2-3%eputation has been afect consumers trustattitudes in online shopping H 2-& Pa!mentmethod has been afect consumers trust
attitudes in online shopping. H 2-' (eliver! hasbeen afect consumers trust attitudes in online
shopping.H 3: rustor "eatures have beenafect consumers trust attitudes in onlineshopping. H 3-1 rust propensit! has beenafect consumers trust attitudes in online
shopping. H 3-2 )*ill and e+perience has beenafect consumers trust attitudes in online
shopping. H &: Perceived ease o" use has beenafect consumers trust attitudes in online
shopping. H ': Perceived use"ulness has beenafect consumers trust attitudes in online
shopping. H ,: Perceived ease o" use has beenafect Perceived use"ulness in online shopping.H : Environmental "eatures have been afectcustomers bu!ing behavior in online shopping
Tambahan Informasi Hasil Penelitian:
7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying
4/23
NoJudul, Nama dan
Tahun PenelitianSampel
Nama dan Teori
Utama Pada
variabel
ModelKeterbatasan
Penelitian
Saran kepeneliti
BerikutnyaHasil penelitiannya
'
The "##e$t o#
%ustomer Trust on
%ustomer &oyalty and
%ustomer 'etention(
) Moderatin* 'ole o#
%ause 'elated
Marketin*
The participants
included
(ohammad Ali)innah and
IslamicInternational
university
IslamabadPa*istan students"
+ntirety 1,-.uestionnaires
$ere dispersed
ho$ever 1/1$ere0eceived
bac* $itchma*ing response
rate 2 3"
Customer Trust and
Customer 4oyalty
Customer Trust and
Customer 0etention
Cause 0elated
(ar*eting%
Customer Trust and
Customer loyalty
reputation of the
corporation byincreasing profit%
social impression
and customer
loyalty 5Berglind 6
&a*ata% '--,7"
Study in Pas*itan
$ith spesific topic
cultures and limited
the sample si8e
Future research can be
conducted on this
topicacross cultures% the
sample si8e can be
enhanced and impact of
other moderating and
mediating variables
canbe measure on
customer trust and
customer loyalty" The
facets and
conse.uences of thesevariables $ill be
themost favorite topics
in near future"
Correlation table e!plains the
relationship of all variables%
regardless of their dependency
or independency" Theresult
sho$s that the customer trust
has significant association $ith
customer loyalty 5",92::7%
5p"-17" Customerretention
$as supposed to have a
significant association $ith
customer trust% but correlation
matri! sho$sinsignificant
results 5"-,,7" Cause;related
(ar*eting sho$s significant
values $ith both the variablesibb '--E7"
First% a larger sample si8e
$ould
have been more helpful to
evaluate the stability and
dependability of the
findings" Second% it must be
remembered that $e have
used religiosity as an
e!ample of a cultural
attribute in t$o different
societies% collectivistic5Pa*istan7 and
individualistic 5Australia7"
Future $or*s might
include moderation
effect of religiosity
on trust aspects
to$ards online
purchasing across
cultures" (oreover%
it $ill be interesting
to see our research
model is reasonable
acceptable for
(uslim buyers innon; (uslims society
and among various
religious groups
The results sho$ that the
relationship bet$een
religiosity and interpersonal
trust 5cognitive and affect;
based trust7 is significant for
(uslims in collectivist society
5Pa*istan7 than Christians in
an individualist society
5Australia7" @hile the effect of
cognitive;based trust on affect;
based trust and purchase
intention is significant for
Christians 5Australia7 in anindividualist society than
(uslims in collectivist society
5Pa*istan7" Thus all hypotheses
5D1 to D,7 are supported"
Tambahan Informasi Hasil Penelitian:
7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying
7/23
NoJudul, Nama dan
Tahun PenelitianSampel
Nama dan Teori
Utama Pada
variabel
ModelKeterbatasan
Penelitian
Saran kepeneliti
BerikutnyaHasil penelitiannya
, Pur$hase +ntentiono# r*ani$ -ood in
Kedah, Malaysia. )
'eli*ious vervie/
(ohd 0i8aimy
Shaharudin
2!
>ata collected $ere
selected mainly
from t$o big to$ns
in the state of
?edah such as
Sungai Petani and
Alor Setar" These
t$o to$ns are
places $here most
of organic food
restaurants and
shops are located"
The population
identified to be
estimated as ,--
organic food
customers" ut ofthe total population%
1,- respondents
responded to the
research"
The theory of
reasoned action5T0A7" T0A
suggests that a
personKs behavior is
determined by
hisLher intention to
perform the
behavior 5Fishbein
and AM8en% 1=2,7"
0esearch
deploy only in
t$o big to$n
in malaysia%
and organic
food product
Future research should focus
on a similar study of factors
affecting customer purchase
intention to$ards organic
food products $ith the
e!tended scope to all states
in (alaysia"
Brand loyalty as is
indicated by F value of 1,"2=E
and strong significance level
of -"--- 5p-"-,7"
nly health consciousness
and perceived value are
significant 5p-"-,7 influence
to$ards purchase intention
$ith high Beta -"'-, and
-"E// respectively"
Food safety concern and
religious are less significant
impact 5p#-"-,7 $ith lo$ Beta
of ;"--2 and "-=9 respectively"
The NIF value of less than 1-
for all variables
Dealth consciousness andperceived value have strong
significant level 5p-"-,7 $ith
purchase intention% hypotheses
for D1 and D' are $rong and
can be reMected" n the other
hand% the null hypotheses for
D/ and DE $hich representing
food safety concern and
religious are correct and can be
accepted"
7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying
8/23
Tambahan Informasi Hasil Penelitian:
NoJudul, Nama dan
Tahun PenelitianSampel
Nama dan Teori Utama
Pada variabelModel
Keterbatasan
Penelitian
Saran kepeneliti
BerikutnyaHasil penelitiannya
9
"0)&U)T+N
- "--"%T+0"
-)%T'S N
%USTM"'
1"%+S+N
M)K+N3
P'%"SS +N
TH" N&+N"
"N0+'NM"NT
(ohammadTa*hire1 and ("0"
Taghi8adeh)oorshari
'-1,
The population ofresearch is
including
customers ofdigi*ala online
shop" After /$ee*s of data
collection% 9,,
students used foranalysis" In this
study% to collectdata and analy8e
the information$as used the
standard
.uestionnaire
1" +@( 5+lectronic @ord;
of;(outh7 and traditional
@( 5Steffes and Burgee%'--7"
'" Social influence can
manipulate consumer decision
ma*ing% @itt 51=9=7
/" Perceived ris*% Featherman
and Pavlou 5'--/7%
E"Trust focused on
technological issues relating
to security% privacy and other
*ey aspects of trust 5?im et
al"% '--7"
,"Theory of Planned Behavior
5AM8en% '--,7
Theory of Planned Behavior%
Consumer >ecision (a*ing
Process (odel and
Technology Acceptance
(odel
&ot stated
clearly
The future
research related
mar*eters need to
recogni8e the
importance for
managing @(
communications to
ensure the
essential level of
trust bet$een
consumers and
businesses e!ists"
Hypothesis !supports the postulated
notion that purchase intention is
positively related to actua lpurchase" The
results are similar to ?im et al" 5'--7
$here the underlying assumption
postulatesthat a customerKs intention to
perform5or not7 a behavior is an vital
determinant of the subse.uent actual
behavior"
Hypothesis 2supports the claim that
+@( is positive related to trust in
onlineshops"
Consumers respond to post;purchase
dissonance by generating
negative +@(" The results do not
support hypothesis 3 $here it is
postulated that social
identity is positively related to trust"
Hypothesis 4is supported% $hich states
that perceived ris* negatively
affects trust" In other $ords% it is
statistically significant that consumers
level of trust negatively
related to the level of perceived ris*"
Tambahan Informasi Hasil Penelitian:
7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying
9/23
NoJudul, Nama dan
Tahun PenelitianSampel
Nama dan Teori
Utama Pada
variabel
ModelKeterbatasan
Penelitian
Saran kepeneliti
BerikutnyaHasil penelitiannya
2
) TrustBased
%onsumer
1e$ision Model in
"le$troni$
%ommer$e( The
'ole o# Trust,
'isk, and Their
)nte$edents
>an )" ?I(%
>onald 4" F+00I&
'--
A total of ,1'
responses $erereceived" After
eliminatingincomplete and
inappropriate
responses 5e"g"%duplicates7% a total
of E9 usableresponses $ere
included in the
sample forconstruct
validation andhypothesis
testing"
>ra$ing on the
Technology
Acceptance (odel
OE,% Theory of
0easoned Action
5T0A7 O,1% and
Theory of Planned
Behavior O,%
Participantsreflect a fairly
typical band of
actual and
potential
Internet
consumers%
they may not
be
representative
of all
consumers" For
e!ample% older
consumers may
be even less
comfortable
$ith online
purchasing due
to their lac* of
familiarity $ith
computers and
the Internet"
17 Future research $ill be
needed to assess the
generali8ability of the
findings"
'7 Possibility of alternative
models for understanding the
relationships among the
constructs e!amined in our
study" For instance% $e have
proposed that trust functions
as a mediator" In other
$ords% the model assumesthat the e!ogenous variables
influence purchase intentions
via their effect on trust
The empirical results suggest
that a consumers trust directly
and indirectly affects his or her
purchasing intention" A
consumers trust has a strong
positive effect on the
purchasing intention as $ell as
a strong negative effect on a
consumers perceived ris*"
Tambahan Informasi Hasil Penelitian:
7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying
10/23
NoJudul, Nama dan
Tahun PenelitianSampel
Nama dan Teori
Utama Pada
variabel
ModelKeterbatasan
Penelitian
Saran
kepeneliti
Berikutnya
Hasil penelitiannya
"--"%T -
"&"%T'N+%5'1-
MUTH N
%NSUM"'
PU'%H)S"
+NT"NT+N(
TH"
P"'SP"%T+0"
- 3"N1"'
1+--"'"N%"S
Gi;@en Fan: and
Gi;Feng (iao
'--
this study%
t$enty differenttypes of
electronicproducts $ere
chosen from an
online shoppingmall
5httpJLLshopping"pchome"com"t
$7" Fifty;one
customers $eresurveyed to
determine the
products for$hich they used
e@( most toma*e
purchasingdecisions
+laboration
4i*elihood (odel5+4(7 to
describe customer
acceptance and
use of e@(
517 nline surveys
$ere used to collect
model data" Therefore%
the models $ere
susceptible to self;
selection bias" 5'7 The
models did not
consider the
moderating effects of
gender differences due
to the
small sample si8es"
5'7Survey respondents
$ere as*ed to consider
their most recent
e!periences $hen
reading onlineconsumer revie$s"
Therefore% the models
$ere not derived from
consistent controlled
e@( data for each
respondent
The models only
considered
one type of
product" Future
$or* is needed
to verify
the study results
for other types
of products"
517Female customers that had more rapport on
social net$or*s 5 -"E,E% p "--97 put a
greater emphasis
on e@( credibility than male customers 5
-"1'% p "12-7" Previous studies sho$ed that
men are morepragmatic during the purchasing
process< $omen are more emotional during the
purchasing process
5'7Study results confirmed the finding"
+!pertise 5 ;-"'-/% p "1E17 did not have a
significant effect on e@( credibility for male
customers< e!pertise 5 ;-"//% p "-127 did
have a significant effect on
e@( credibility for female customers"
5/7Study results sho$ed that perceived e@(
credibility had a significant effect on acceptance
and use of e@( for both male customers andfemale customers"
5E7Study results sho$ed that perceived e@(
credibility had a greater effect on acceptance
and use of e@( for female customers 5
-"2,% 0' -",9/7 than for male customers 5
-"9,-% 0' -"E1E7"
5,7Study results sho$ed that female customers
are more li*ely to use credible e@( to ma*e
purchasingdecisions than male customers"
7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying
11/23
Tambahan Informasi Hasil Penelitian:
NoJudul, Nama dan
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Utama Pada
variabel
ModelKeterbatasan
Penelitian
Saran
kepeneliti
Berikutnya
Hasil penelitiannya
=
The Moderatin*
'ole o# )ttitude
-un$tions upon
%onsumer
1e$isions to
Pur$hase 5ine
nline
Mark )6 Bonn,
Sora Kan*
'-1'
0espondents
included graduate
students% office$or*ers%
professors% andonline $ine club
members" A total
of /-- intervie$s$ere conducted
and 1=,respondents
provided
information
17 the *ey variables
producing
behaviors
5Anderson 6
(ittal% '---7"
'7subdivides the
classification
.uality value% price
value% emotional
value% and social
value" S$eeney and
Soutar 5'--17
that as an early
study aiming at
the online $ine
mar*et in
South ?orea
analyses of
differences in
consumer
attitudes $ill
lead to a clearer
understanding of
the online $ine
purchasing
motives ofconsumers
17 Dypotheses 1;1 5 ",-% p "-17% 1;/
5" ''1% p "-,7% and 1;E 5 ",,,% p "--17" n the other hand% the relationship
bet$een price value and site trust $as not
verified to be as significant as $e e!pected
$ith regards to the hypothesis Dypotheses
1;1% 1;/% and 1;E $ere supported% but 1;'
$as not supported"
'7 Dypothesis ' proposes that site trust has a
positive effect on online $ine purchase
intention" The result suggests that site trust
5 "E1% p "-,7 increases online $ine
purchase intention% supporting Dypothesis '
/7 (odel 1 $as analy8ed in the first stage%
$hich includes site trust and moderating
variablesJ value e!pressive function and
social adMustive function" 0(S+A 5"-,97%
T4I 5"=/7% and CFI 5"=,=7 e!ceeded the
recommended level% suggesting the fit level
of (odel 1 $as good" In addition% value
e!pressive function 5"'9-% p"--17 and
social adMustive function 5"'1'% p"-,7
$ere proved to directly affect site trust" In
the second stage% the interaction effect of
perceived
Tambahan Informasi Hasil Penelitian:
7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying
12/23
NoJudul, Nama dan
Tahun PenelitianSampel
Nama dan Teori
Utama Pada
variabel
Model Keterbatasan PenelitianSaran kepeneliti
BerikutnyaHasil penelitiannya
1-
+mpa$t o# 5ord
o# Mouth on
%onsumer Buyin*
1e$ision
&a$a8 Ahmad%0i8$an 0aheem
Ahmed% )olitaNveinhardt
'-1E
Participants $ere
selected frommale
charteredaccountants%
living in 4ondon
or (umbai5Bombay7% India"
The choice ofcities and gender
reflected shared
cultural Q societalsimilarities and
both cities beingmaMor financial
centres"
(ultinomial
logistical regression
5(407 $as chosen
to
analyse the data
>escriptive Q &o (odelonly for indian that life in
india and england
emergence of a ne$ group
of consumers% $here
religiosity may be a
medium for greater
closeness through
consumption behaviours"
17 Asian Indians are more li*ely to beindividualistic then their Asian Indian
e.uivalent" D1 and D' are therefore
partially supported"
'7 Those Indians living in Britain $ho
believe religion is not important to
them $ere significantly more li*ely to
value the immediate family then their
Asian Indian e.uivalent" Therefore D'
and D/ are partially supported"
/7 their overall (4( and +P 5B7
scores combined $ith their religiosity
scores $e can only partially support D,
and partially reMect D9"
E7 those Indians living in Britain% those$ho vie$ed religion as Rnot all
important $ere significantly more
li*ely to access this reference group
compared to Asian Indians" Considered
$ith their (40 and +P 5B7 scores D=
and D1- are partially supported"
Tambahan Informasi Hasil Penelitian:
7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying
13/23
NoJudul, Nama dan
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Nama dan Teori
Utama Pada
variabel
ModelKeterbatasan
PenelitianSaran kepeneliti Berikutnya Hasil penelitiannya
11 'eli*ious belie#s
and $onsumerbehaviour( -rom
loyalty to boy$otts
?halil Al;Dyari%
(uhammed S"Alnsour% ha8i Al;
@eshah
'-1'
none 5literature
study7The present study
is dra$n fromsecondary sources
of the literature
and designed toinvestigate and
e!plore the lin*bet$een culture%
religion%
animosity% countryof origin
and conspicuous
consumption ofglobal brands and
to highlight therelative emphasis
of each of thefactors that may
influence
consumerpurchase behavior
of global brands"
/"1 BoycottingJ
5>anish products as
a good e!ample7
/"' lobal
dynamics and
cultureJ
globalisation vs
locali8ation
/"'"1 0eligion and
religiosity"
/"'"' Conspicuous
consumption and
products"
/"'"/ Consumer
animosity in
international
mar*eting"
/"'"E Country of
origin"
The study
scope is
limited due to
the small
sample si8e
and the fact
that all of the
respondents are
only from one
country
namelyJ Saudi
Arabia
a future research should ma*e
a further investigation to the
themes $hich rose from the
literature and by means of a
survey" uantitative approach
and hypotheses should be
developed based on previous
research and any relevant
models and theories that e!ist
ta*ing into account that
research $ill be carried out in
a totally different culture since
@estern countries tend to be
rather individualistic $hereas
Asian countries for e!ample%
tend to be more collective
5Dofstede% '--17"need for further comparative
studies involving other
ArabL(uslim
countries and cultures"
The current study investigated the
significant role of religions in
influencing social and consumer
behavior to$ard global brands" The
study findings sho$ed that perceptions
and attitudes to$ards>anish products
5especially dairy products7 in
the(iddle+ast have changed
dramatically since the >anish
overnment has reMected to condemn the
cartoons of the Prophet (uhammad
published by the >anish ne$spaper"
(oreover% they sho$ed that consumers
in the (iddle +ast $ere al$ays loyal to
>anish brands and these brands $ere
al$ays perceived as being of high
.uality 5relates to conspicuousconsumption7% this position has been
shifted and the seller;buyer relationship
has changed from loyalty to
boycotting"This is strong evidence that
companiesK sales and revenues tend to be
critically endangered by consumersK
anger 5animosity7 to$ards the
companiesK home country"
7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying
14/23
Tambahan Informasi Hasil Penelitian:
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Utama Pada
variabel
ModelKeterbatasan
Penelitian
Saran kepeneliti
BerikutnyaHasil penelitiannya
1'
T'UST )N1
S)T+S-)%T+N,
T5 ST"PP+N3
STN"S -'
SU%%"SS-U& "
%MM"'%"
'"&)T+NSH+PS( )
&N3+TU1+N)&
"7P&')T+N
>an )" ?im% >onald 4"Ferrin% D" 0aghav 0ao
'--/
,1' responses for
the first round and
E=/ responses for
the second round
survey $ere
received" After
eliminating invalid
responses% a total of
E9 usable
responsesin the
&ortheastern Hnited
States"
517 Synthesi8ing
consumer trust and
satisfaction through
three stages 5pre;
purchase%
purchase% and post;
purchase7%
5'7The e!tended
valence frame$or*
and e!pectation
confirmation theory
Several
researchers
5e"g"% Singh
and
Sirdeshmu*h
'---7 have
noted that trust
develops
gradually over
time" This
suggests that
trust in the
aftermath of a
purchase may
also be an
important
factor inpredicting
satisfaction and
repurchase
intentions
future $or* should consider
the possibility of reverse
causal relationships and
moderating
All post;purchase
hypothesi8ed paths $ere
significant at the p -"-,levelJ +P had a negativeeffect on CF< PF had a
strong positive effect onCF< and CF also had a
strong positive effect on SF"
Thepath bet$een T0HST and
SF $as significant at the p -"-1 level"
the path coefficient bet$een
SF and e;4oyalty $ashighly significant 5p
-"--17" The 0;s.uare of e;4GA4TG $as ",='%
indicating that the model
e!plains nearly 9-3 of thevariance in consumers
loyalty"
Tambahan Informasi Hasil Penelitian:
7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying
15/23
NoJudul, Nama dan
Tahun PenelitianSampel
Nama dan Teori
Utama Pada
variabel
ModelKeterbatasan
Penelitian
Saran kepeneliti
BerikutnyaHasil penelitiannya
1/
+mpa$t o# %ustomer
Trust on Pur$hase
+ntention in r*ani$
'i$e throu*h
-a$ebook( ) Pilot
Study
Supattana Sukrat,Borworn
Papasratorn, and
VithidaChongsuphajaisiddhi
2015
This research
attempts to study
the impact ofcustomer trust on
purchase intentionin organic rice
through
Faceboo*"
T$o rounds of
@eb;based surveys
$ere administered
to a group of
students at public
universities
the small sample si8e
is the *ey hindrance in
generali8ing the results
to the entire
consumers" That is%
this study cannot
guarantee that the
results are sound% but
it can conclude that the
instruments are
reliable and valid forcollecting data from
the samples"
effects of trust and
ris* in consumers
transaction decisions
in electronic
commerce"
the previous report
about strengthening
the e!port capacity of
Thailands organic
agriculture revealed
that Thailands
organic consumers
may be characteri8edas people $ho live in
urban area and are
middle;class
consumers
Trust in an intermediary
and trust in farmers have noeffect on consumers
purchase behavior
intention" Do$ever% it isdifferent from the several
prior studies" ?im% Ferrin%and 0ao O1, revealed that
consumer trust had a strong
positive effect on aconsumerKs purchasing
intention"
Tambahan Informasi Hasil Penelitian:
7/26/2019 Marketing Journal Mapping of WOM, Trust, Loyality, Leader Opinion and decision to Buying
16/23
NoJudul, Nama dan
Tahun PenelitianSampel
Nama dan Teori
Utama Pada
variabel
ModelKeterbatasan
Penelitian
Saran kepeneliti
BerikutnyaHasil penelitiannya
1E "--"%TS -%NSUM"'
S%+)&
+NT"')%T+N
N T'UST +N
N&+N"
3'UP
BU8+N3
%NT"7TS( )N
"MP+'+%)&
STU18 +N
%H+N)
Uhe Uhang%
Chenyan u
'-1,
@e recruited 12= subMects
for the first e!periment5i"e"% product group;buying
conte!t7" After e!cludingincomplete or abnormal
data% our final sample
included data from 121participants" For the
second e!periment 5i"e"%service group;buying
conte!t7% $e recruited 121
participants" Aftere!cluding incomplete or
abnormal data% our final
sample included data from1,= participants"
17 Positive and
&egative @ord;f;(outh
5@(7
'7 Trust
%(oorman et al"
O1=='
/7 Consumer
Social Interaction
and Social
Influence odes
et al" O'--,
17 the offers in our
e!periments $ere a harddis* and a restaurant
coupon" Do$ever% there
are many different
categories of online
group;buying offers" In
the future% the robustness
of our results can be
tested in other product
and service conte!ts"
'7 Second% for the effect
of social interaction on
trust change% group
characteristics such as
group cohesiveness andindividual characteristics
such as susceptibility to
social influence can be
studied further"
'7 Price discounts might
influence group
membersK opinions and
ma*e them indifferent to
negative or positive
comments"
Further e!periments
could be designed totest these effects by
comparing data from
e!perimental groups
to data from control
groups comprised of
participants $ho are
not e!posed to price
or discount
information< this
$ould enable
researchers to
identify $hether
discounts really
influence customerresponses to negative
and positive
comments" In
addition% $e
performed this
empirical study in
China and the
e!ternal validity of
the results could be
tested in cross;
the t;values for both
informational influence andnormative influence are greater
than 1"=9 5p -"-,7% $hichmeans informational influence
and normative influence have
different effects on trust inproduct and service conte!ts"
As sho$n in Table 2%informational influence 57 for
the service group is
significantly larger than thatfor the product group