1. The impact of positive electronic word-of-mouth on consumer online purchasing decision. Instructor: Dr. Pi-Ying Teresa Hsu Presenter: Stan Chung Date: April 20, 2010

3. Contents Click to add Title 1 Introduction I Click to add Title 2 Methodology II Click to add Title 1 Results III Click to add Title 2 Conclusion IV Click to add Title 1 Reflection V

9. Introduction Competence Integrity Emotional Trust Behavioral Intention Cognitive Trust (Komiak & Benbasat, 2006)

10. Introduction Competence Integrity Emotional Trust Behavioral Intention Cognitive Trust Positive eWOM H3 H2 H1

11. Methodology Instrument Controlled laboratory experiment Sampling Convenience sampling Place A local university in Hong Kong Participants 100 students(Male: Female = 50:50) Time 45 minutes Compensation US $7

13. Methodology

14. Methodology Treatment group Control group Watch website (15 minutes) Online discussion forum (10 minutes) Complete questionnaire Introduction (10 minutes) Watch website (15 minutes) Without reading online discussion forum Complete questionnaire

15. Methodology 1 strongly disagree 7 strongly agree Questionnaire (14 items) 7 points Likert scale Part 1 (4) Cognitive Trust in Competence Part 2 (4) Cognitive Trust in Integrity Part 3 (2) Emotional Trust Part 4 (4) Behavioral Intention

19. Results Competence Integrity Emotional Trust Behavioral Intention Cognitive Trust Control Group (without reading eWOM) 0.51*** (t= 4.43) 0.24** (t= 1.82) 0.60*** (t=6.46)

20. Results Competence Integrity Emotional Trust Behavioral Intention Cognitive Trust Treatment Group (with reading eWOM) 0.46*** (t= 3.82) 0.35*** (t= 2.74) 0.69*** (t=11.02)

24. Thank You !