Business Research Method The Problem Definition. W. Rofianto

Transcription

1 Business Research Method The Problem Definition W. Rofianto

2 Basic VS Applied Research

3 The Scientific Method Zikmund (2009)

4 Exploratory Phase Suggested Reference Composition 1. Journals & Proceedings 80% 2. Text Book 3. Others 20% Cooper & Schindler (2011)

5 Classification of Research Designs Explanatory Experimental Malhotra (2007)

6 Exploratory Research Example Quotes of Respondents Statement

7 Exploratory Research Example Proposed Framework

8 Experimental Research Example Experimental Research Design Common Terms

9 Descriptive Research Example Measurements Indicator Hypothesis Variable Research Model

10 The Research Gap

11 Previous Research recommendations

12 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 ANNA RIANA PUTRIYA, SE., M.Si Dr. WHONY ROFIANTO, ST., M.Si 4 TH GADJAH MADA INTERNATIONAL CONFERENCE ON ECONOMICS AND BUSINESS 2016 YOGYAKARTA, TH NOVEMBER 2016

13 Research Background Nowadays, more and more customers use information from online reviews to mitigate transaction risk, especially those made online 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)

14 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

15 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).

16 Scope of Study 1. Yelp 2. Eat24 (now part of Yelp) 3. OpenTable 4. Gayot 5. Zagat 6. Zomato (available in Indonesia)

17 Research Model Information Processing Confidence H1 Perceived Benefit H5 H2 (-) H3 Attitude toward Online Consumer Review H7 Frequent Usage Behavior Consumer Susceptibility to Interpersonal Influence H4 (-) Perceived Cost H6 (-) Source : Lee & Ma, 2012

18 Purpose of Study 1 Analyze the positive influence of Information Processing Confidence and Consumer Susceptibility to Interpersonal Influence on Perceived Benefit 2 Analyze the negative influence of Information Processing Confidence and Consumer Susceptibility to Interpersonal Influence on Perceived Cost 3 Analyze the positive influence of Perceived Benefit and negative influence of Perceived Cost on Attitudes toward online consumer review 4 Analyze the positive influence of Attitudes toward online consumer review on Frequent Usage Behavior

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