석사 2 학기 정효경2014.06.19

Online user’s decision making in “Like Economy”: An investigation of advertising

effectiveness and accumulated quantity of like-click

• Introduction• background, motivation, and objective

• Research Model and Hypothesizes

4.

3.

2.

1.

• Methodology and Data Collection

• Expected Implementations

11 Introduction

1.1 Research background

1.2 Research motivation & objectives

Online user’s decision making in Like Economy: The impact of advertisement and existing quantity of lick-click

1.1 Research background

Title:

On-line contents (service) providers Like-click (button) Customers’ willingness to conduct a like-click Provider’s benefit from obtaining like-clicks

Research background:

1.2 Research motivations & objective

A large number of accumulated like-clicks can bring several benefits ： Implies a high popularity among the target users Attracts other users Attracts more sponsors or investment Increases the value of the product (e.g., website)

Research questions:

Whether the accumulated quantity of like-clicks can attract more like-clicks?

What is an appropriate advertisement investment under different levels of accumulated lick-clicks?

What factors (e.g., product familiarity) will influence the impact of the above two factors on the users’ willingness to click “like”?

22 Research Model and Hypothesizes

2.1 Theoretical background

2.2 Research model & Hypothesizes

2.1 Theoretical background

Literatures about Advertising Effectiveness (vividness, creditability, utility)

Vividness means the representational richness of a mediated environment as defined by its formal features; that is, the way in which an environment presented information to the senses. (Steuer 1991)

Gibson (1966) defined five distinct perceptual systems which can describe vividness: the basic orienting system, which is responsible for maintaining body equilibrium; the auditory system; the haptic or touch, system; the taste-smell system; and the visual system. Inputs to several of these systems from a single source can be considered informationally equivalent (Gibson, 1966).

Gotlieb and Sarel (1991)studied the effect of source creditability on advertising brand and customer’ s purchase intention. Results suggest that when higher involvement is activated and a source of higher credibility is included in the advertisements, comparative advertising for a new brand has a more positive effect on purchase intentions than non-comparative advertising.

Literatures about Advertising Effectiveness (vividness, creditability, utility)

2.1 Theoretical background

Ad credibility is defined as the extent to which the consumer perceives claims made about the brand in the ad to be truthful and believable ， consisting of three constructs: perceived ad claim discrepancy, advertiser credibility, and advertising credibility. (Mackenzie and Lutz 1989).

Advertising credibility represents consumers‘ perceptions of the truthfulness and believability of advertising in general, not simply the particular ad in question.

Advertiser credibility, the perceived truthfulness or honesty of the sponsor of the ad.

Olney defines the utilitarianism of an Ad, means that whether the contents of an Ad can provide usefulness and valuable information for consumers. According to his study, three attitudinal components about Ads (hedonism, utilitarianism, and interestingness) have a meaningful impact on the brand attitude and preference. (Olney 1991)

Important-not important Informative-uninformative Helpful-not helpful Useful-not useful

2.1 Theoretical background

Literatures about Uncertainty & Product Familiarity: Uncertainty was characterized as an artifact of imperfect information. (Knight 1921)

Product uncertainty was originally proposed by Arrow (1963), was recently identified as a serious impediment to online market. It is defined as the consumer’s difficulty in evaluating product attributes and predicting how a product will perform in the future. (Dimoka et al. 2012, Ghose 2009, Kim and Krishnan 2013)

Product familiarity is defined as the level of previous knowledge and usage experience with a product class (Johnson and Russo 1984)

Product familiarity is based on the person‘s self report of how much she or he knows about the product. (Lichtenstein and Fischhoff 1977)

When consumers are not familiar with a product class, they are likely to have a higher product uncertainty because of unclear preferences that makes it difficult to identify a group of products and lack of knowledge on the product’s experience attributes. (Rao and Monroe 1988)

2.1 Theoretical background

Literatures about word of mouth (WOM):

The earliest study on the effectiveness of WOM is survey based (Katz and Lazarsfeld 1955) and was followed by more than 70 marketing studies, most of them also inferring WOM from self-reports in surveys (Godes and Mayzlin 2004; Money et al. 1998).

WOM involves unpaid interpersonal communication between people connected through a communication channel (Godin, 2001; Reingen and Kernan, 1986), and has a strong impact on consumers’ adoptions which has been confirmed by many studies on consumer behavior and attitude (Borgida and Nisbett 1977; Grewal et al. 2003; Herr et al. 1991), especially with regard to the diffusion of innovations (e.g., Brown and Reingen, 1987; Childers, 1986; Herr et al, 1991).

Online WOM usually involves personal experiences and opinions transmitted through some behaviors (e.g., written). An advantage of the written word is that people can seek information at their own pace. These behaviors may also transmit the information in a more intact manner and make the information appear more formal. (Sun et al. 2006)

2.2 Research model & Hypothesizes

Measurement(Meas.) of antecedent variables of advertising effectiveness

Variables Meas. 1 Meas. 2 Meas. 3 Meas. 4 Theory

Vividness auditory visual touch / Gibson

Creditabilityadvertising credibility

advertiser credibility

/ /Mackenzie and Lutz

UtilityImportant or

notInformative or

notHelpful or not Useful or not Olney

Product Familiarity

Familiarity or not

Rao and Monroe

Accumulated quantity of like-click

Advertising effectiveness

Willingness to click “like”

Product Familiarity

Vividness（ interesting ）

Credibility

Utility（ Useful ）

H1a

H1b

H2a H2b

H1a: Advertisement effectiveness has a positive impact on users’ like-click intention.

H1b: Accumulated quantity of like-click has a positive impact on users’ like-click intention.

H2a: Product Familiarity moderates the impact of advertisement effectiveness on users’ like-click intention.

H2b: Product Familiarity moderates the impact of accumulated quantity of like-click on users’ like-click intention.

2.2 Research model & Hypothesizes

Accumulated quantity of like-click

Advertising effectiveness

Willingness to click “like”

Product Familiarity

Vividness（ interesting ）

Credibility

Utility（ Useful ）

H1a

H1b

H2a H2b

33 Research Method & Data Collection

3. Research Method & Data Collection

Data Collection:

제품에 관한 숙련 정도 도 설문문항으로 응답대상한테 질문 광고에 관한 효과의 측정은 설문조사로 할 생각

광고 본 대상한테 설문지를 나누고 , 광고에 대해 vividness ， credibility ， utility 세가지 층면에 각각 평가 점수를 얻어 합여서 중합점수로 광고의 효관를 평가할 생각입니다 .

Research Method: Smart PLS 로 수집된 테이터를 분석을 통해 관연 가설과 같이 결과가 나온지 검증

Control variables: 인구통계적 변수 ( 나이 , 성별 , 등 ) 소셜미디어를 활용 숙련도과 빈도

44 Expected Implications

4. Implementations and Contributions

Expected Research Implementations:

Propose a new sight of information management in Like Economy.

Analyze users’ willingness to click “like” on the relationship with advertisement and accumulated like-click.

Give a decision-making aid for managers to select the appropriate advertisement investment policy under different levels of accumulated like-clicks.

Thank you감사합니다

Q&A