Project: Under-Contribution to Consumer Product Review, Why?(Version 0.1)

Youngsun KwakAmanda Damiano

Ji Hye Choi

Purpose of Study

This study aims to explore a behavior of abstaining active engagement in consumer product reviews, which also called ‘under-contribution.’ Unlike adoption of behavior, rejection of behavior has received less atten-tion from scholars in context of individual online participation (contribution or behavioral engagement).

Theoretical Framework

This study is based on an integrating approach of a attitude – behavior theory and a motivation theory to capture potential factors (determinants) influencing the abstaining behavior (Under-contribution).

Research Model

Unwillingness to Contributing to CPR

Less CompetentLack of Autonomy Weak Sense of Belongings

Control Variables> Gender> Individual trait variables in relation to web voluntary participation

such as e-mavenism or consumer innovativeness> Past behavior with engagement in CPR > Media usage of social media such as Facebook or social media > Online Transaction Self-Efficacy

Negative Perceived Behavioral Control

Low Self-determined Motivations (Amotivation)

Under-Contribution to

CPRNegative Attitude toward the Behavior

Negative Subjective Norm (Social Influence)

Integration of SDT and TPB

Note for control variables. Personality Traits in relation to sharing information with others or contributing to information creation will be controlled.

Measures

Construct Scale Items Citation

1 Competence SDT, Pilot Study

2 Autonomy SDT, Pilot Study

3 Sense of Belongings (Relatedness) SDT, Pilot Study

4 Self-Determined Motivation SDT

5 Attitude toward a behavior TPB, Pilot Study

6 Subjective Norm TPB

7 Perceived Behavioral Control TPB

8 Unwillingness to Contributing to CPR TPB

9 Under-Contributing in CPR TPB

10 e-Mavenism 6 items anchored Feick & Linda (1987)

11 Past Behavior (Experience) with CPR contribution

Huang, S. S., & Hsu, C. H. (2009)

12

In total 12 constructs are employed in the study, and some of them are constructed based on the pilot study – focus group interviews.

Hypotheses

LET’S GO

Online Survey: > Sample Size – at least 400 > Procedures:

Method

Analysis Strategy: > Factor Analysis> SEM