Transcript PTT

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
Web2.0
• Shares
experience
• Affect
consumer
making decision
• Change the
black box
Self experience
• Product
• Service
• Food
Literature Review
“Virtual Community”
 Virtual Community is
created by gathering
people who have the
common hobby.
(Armstrong & Hagel)
 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 l967; Brown & Reingen l990).
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
H1: The users on PTT will identify themselves
with this platform.
Question
Mean
S.D
βi
Y1
3.78
0.94
A1
3.22
1.03
.026
A2
3.39
1.18
.305
A3
3.04
1.21
.056
A4
3.83
1.18
.389
F
P-value
84.225
.000
Complete information satisfy the users
The categorized structure of PTT.
When PTT crash, the user will feel empty or boring.
Results and discussion
H2: The users of PTT will depend on
information on PTT.
Question
Mean
S.D
βi
Y1
3.78
0.94
A1
3.22
1.03
.026
A2
3.39
1.18
.305
A3
3.04
1.21
.056
A4
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
H3: The buying decision is more important
to buyer. The phenomenon of
collecting information is obvious.
Question
Mean
S.D
βi
Y3
4.09
0.72
C1
4.17
0.77
0.803
C1
3.30
0.81
0.076
F
P-value
136.813
.000
Citizens(PTT Users) take more time to collect information,
when the decision is more important.
Results and discussion
H4: Making a buying decision after collecting
information on PTT can reduce the
perceived risk.
Question
Mean
S.D
βi
Y4
4.09
0.89
D1
3.96
0.92
0.749
D2
3.65
0.97
0.164
F
P-value
145.456
.000
If I Search information in PTT and then buy the product. The
probability to feel regretful is lower.
I know what I need much more after searching information in PTT
Conclusion
來來
Levis
Asus
Company
Consumer
Consumer
Consumer
Consumer
PTT
Consumer
Consumer
McDonald
Diesel
Acer
Company
Rice
EDWIN
HPBall
Company
M*N→M+N
Conclusion
Need
Recognition
Postpurchase
Information
Behavior
Search
PTT
Purchase
Alternatives
Decision
Evaluation