How PTT BBS influence consumer buying behavior Advisor
How PTT (BBS) influence consumer buying behavior? Advisor: Trappey Charles V Team Member: 9631501 黃欣儀(Cindy) 9631519 葉昇哲(Sam) 9631525 凃凱強(Strong) 9631532 周宇賢(Max)
Outline Introduction Motive Literature Review Purpose Hypothesis Research Method Results and discussion Conclusion
Introduction A Bulletin board system (BBS) Created by a student of NCU Most of the user are college students A part of life Example: Jean, cell phone, food
Example 1 Jeans
Example
Example 2 Cell phone
Example 3 Food
Motive Web 2. 0 • Shares experience • Affect consumer making decision • Change the black box Self experience • Product • Service • Food
Literature Review “Virtual Community” l Virtual Community is created by gathering people who have the common hobby. (Armstrong & Hagel) l. Virtual Community is a group of people who have the same hobby and interact with each other by using internet” (Kannan) PTT is Virtual Community.
Literature Review “Perceived Risk” Perceived risk’s concept was developed from psychology by Bauer (1960), he assumed that consumer’s any buying behaviors can’t assure the outcome. The purchase is more important to the customer, the greater the perceived risk. ( Ashley, 1995 ) Some scholars find when assess new products or new services, consumers quite rely on other people’s opinions to reduce perceived risk. (Arndt l 967; Brown & Reingen l 990).
Purpose We know that when consumers recognize their need without a platform to exchange their information, they go through the linear process such as in the text book. So we would like to know more about the user’s identification with PTT and how the platform could influence the buying process behavior.
Hypothesis 1 2 The users on PTT will identify themselves with this platform. The users of PTT will depend on information on PTT 3 4 The buying decision is more important to buyer. The phenomenon of collecting intelligences is obvious. Making a buying decision after collecting intelligences on PTT can reduce the perceived risk.
Research Method Based on our hypotheses to establish research variables and design the questionnaire. Collect data Run SPSS with regression analysis
The Questionnaire The basic information The identification of users on PTT The role of PTT played in consumers’ purchasing decision The importance of information search on buying decision
Demographic variables
Statistics of demographic variables
Results and discussion H 1: The users on PTT will identify themselves with this platform. Question Mean S. D βi Y 1 3. 78 0. 94 A 1 3. 22 1. 03 . 026 A 2 3. 39 1. 18 . 305 A 3 3. 04 1. 21 . 056 A 4 3. 83 1. 18 . 389 F P-value 84. 225 . 000 l. Complete information satisfy the users l. The categorized structure of PTT. l. When PTT crash, the user will feel empty or boring.
Results and discussion H 2: The users of PTT will depend on information on PTT. Question Mean S. D βi Y 1 3. 78 0. 94 A 1 3. 22 1. 03 . 026 A 2 3. 39 1. 18 . 305 A 3 3. 04 1. 21 . 056 A 4 3. 83 1. 18 . 389 F P-value 84. 225 . 000 Ex:Gossiping、Hsinchu、Food、NB-Shopping、Stock、 Doctor-Info、Sex、Joke
Results and discussion H 3: The buying decision is more important to buyer. The phenomenon of collecting information is obvious. Question Mean S. D βi Y 3 4. 09 0. 72 C 1 4. 17 0. 77 0. 803 C 1 3. 30 0. 81 0. 076 F P-value 136. 813 . 000 l. Citizens(PTT Users) take more time to collect information, when the decision is more important.
Results and discussion H 4: Making a buying decision after collecting information on PTT can reduce the perceived risk. Question Mean S. D βi Y 4 4. 09 0. 89 D 1 3. 96 0. 92 0. 749 D 2 3. 65 0. 97 0. 164 F P-value 145. 456 . 000 l. If I Search information in PTT and then buy the product. The probability to feel regretful is lower. l. I know what I need much more after searching information in PTT
Conclusion Consumer Levis Asus 來來 Company Mc. Donald Diesel Acer Company Consumer PTT M*N→M+N Rice Ball EDWIN HP Company
Conclusion Need Recognition Information Search Postpurchase Behavior PTT Purchase Decision Alternatives Evaluation
Thank you~
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