business research method - wordpress.com...research urgency evidence in a different context...
TRANSCRIPT
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Business Research Method
The Problem Definition
W. Rofianto
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Basic VS Applied Research
http://couri.utep.edu/images/webgraphics/basicvsapplied.png
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The Scientific Method
Zikmund (2009)
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Exploratory Phase
Cooper & Schindler (2011)
1. Journals &
Proceedings
2. Text Book
3. Others
80%
20%
Suggested Reference
Composition
http://sci-hub.cc/
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Classification of Research Designs
Malhotra (2007)
ExperimentalExplanatory
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Exploratory Research Example
Quotes of Respondents Statement
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Exploratory Research Example
Proposed Framework
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Experimental Research Example
Experimental Research Design Common Terms
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Descriptive Research Example
Research Model
Hypothesis
Measurements
Indicator
Variable
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The Research Gap
https://zulikha.files.wordpress.com/2013/09/gap-and-problem.jpg
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Previous Research recommendations
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The Effect of Information Processing Confidence and Consumer Susceptibility to Peer Influence of Online Review
toward Consumer Perception and Its Implication to Usage Behavior: a Study of Indonesian Digital Native
4TH GADJAH MADA INTERNATIONAL CONFERENCE ON ECONOMICS AND BUSINESS 2016 | YOGYAKARTA, 25-26TH NOVEMBER 2016
ANNA RIANA PUTRIYA, SE., M.Si Dr. WHONY ROFIANTO, ST., M.Si
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Nowadays, more and more customers use information from online
reviews to mitigate transaction risk, especially those made online
Research Background
Online reviews made by consumers are believed to be more reliable
than advertising (Dellarocas, 2003; Sher & Lee, 2009), considered even
more valuable (Goldsmith & Horowits, 2006), furthermore can
increase purchase intention (Yao et al., 2009)
Despite increasingly considered important and widely used, there are still
lack of empirical research that directly examines the benefits
and costs of consumers on the use of online consumer review,
its antecedents, and also the implications for marketers
Indonesia is in the 4th position as the country with the most Internet
users after China, India, and Japan, 78 million users (Internet World
Stats, 2015)
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Research Urgency
EVIDENCE IN A DIFFERENT CONTEXT
Providing additional empirical evidence in a different context
toward its original research (i.e. Lee & Ma, 2012) as contribution to
the model generazation of antecedents and implications of
perceived benefits and perceived cost of online consumer review
ACCOMMODATION TO THE DEMOGRAHIC DIFFERENCES
An attemps to answer the limitations of previous studies (Lee &
Ma, 2012), which does not yet accommodate the demographic
differences in their model, particularly by providing empirical
evidence on digital natives
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Scope of Study
A REPLICATION STUDY
Testing previous research model on online consumer review (Lee & Ma,
2012) in a different context, with some simplifications of the measurement
instrument
THE CONSTRUCTS INVOLVED
Exogenous constructs: Information Processing Confidence and Consumer
Susceptibility to Interpersonal Influence.
Endogenous constructs: Perceived Benefit, Perceived Cost, Attitudes toward
online consumer review, and Frequent Usage Behavior
INDONESIAN DIGITAL NATIVE
Digital native born and raised in the digital age so it is more familiar and
capable of managing digital information than the previous generation
(Prensky 2001).
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Scope of Study
1. Yelp
2. Eat24 (now part of
Yelp)
3. OpenTable
4. Gayot
5. Zagat
6. Zomato (available in
Indonesia)
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H1
H4 (-)
H2 (-)
H3
H7
H6 (-)
H5
Source : Lee & Ma, 2012
Information Processing
Confidence
Consumer Susceptibility to
Interpersonal Influence
Perceived
Benefit
Perceived
Cost
Attitude toward Online
Consumer ReviewFrequent Usage Behavior
Research Model
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Purpose of Study
Analyze the positive influence of Information Processing
Confidence and Consumer Susceptibility to Interpersonal
Influence on Perceived Benefit
Analyze the negative influence of Information Processing
Confidence and Consumer Susceptibility to Interpersonal
Influence on Perceived Cost
Analyze the positive influence of Perceived Benefit and
negative influence of Perceived Cost on Attitudes toward
online consumer review
Analyze the positive influence of Attitudes toward online
consumer review on Frequent Usage Behavior
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