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E-Wom Has Effect on Purchase Intention

In: Business and Management

Submitted By ridzshah
Words 9242
Pages 37
“Electronic Word-Of-Mouth Influence Purchase Intension of customers: Case of Social Network” Submitted By Ms. Riddhi Shah ID NO. 542-9245

Submitted in Partial Fulfillment of the Requirement for the subject Individual Research Project Master of Business Administration Assumption University Semester 2/2012

Submitted To: Dr. Vorapot Ruckthum

Table of Contents

ABSTRACT 4 CHAPTER 1 5 GENERALITIES OF STUDY 5 1.1 INTRODUCTION 5 1.2 TOPIC OF INTEREST 6 1.3 RATIONALE OF STUDY 7 1.4 RESEARCH OBJECTIVES 7 1.5 PURPOSE OF STUDY 8 1.6 METHODOLOGY 8 1.7 RESEARCH DESIGN AND DATA ANALYSIS 8 1.8 LIMITATION 9 1.9 SCOPE OF RESEARCH 9 CHAPTER 2 10 LITERATURE REVIEW 10 2.1 INTRODUCTION 10 2.2 THEORIES 10 2.2.1 Effects of Electronic Word-of-Mouth 10 2.2.2 Observation Learning 11 2.2.3 Influence of Trust on Purchase Intention 13 2.2.4 Source of Information 14 CHAPTER 3 15 THEORETICAL AND CONCEPTUAL FRAMEWORK 15 3.1 THEORETICAL BACKGROUND 15 3.2 CONCEPTUAL FRAMEWORK 21 3.2.1 Explanation of Conceptual Framework 22 3.3 HYPOTHESES 24 CHAPTER 4 26 RESEARCH METHODOLOGY 26 4.1 RESEARCH METHODS 26 4.2 POPULATION OF STUDY 26 4.3 SAMPLING UNIT 27 4.4 SAMPLE SIZE 27 4.5 RESEARCH INSTRUMENT 27 CHAPTER 5 28 DATA ANALYSIS 28 5.1 INTRODUCTION 28 5.2 INTERPRETATION OF DATA 28 5.2.1 Descriptive Analysis 28 5.2.2 Hypothesis Testing 37 CHAPTER 6 43 CONCLUSIONS & RECOMMENDATION 43 Future Studies 45 REFERENCES 46 Questionnaire 48

ABSTRACT

This report is a part of an individual research project which has been conducted in terms of finding some results. The report is a detailed presentation of the entire research including all elements, from beginning to the end. The principle for this research is...

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