CHAPTER 5 DISCUSSIONS
5.4 Research Limitations and Suggestions
The study has several limitations which provide opportunities for future research. First, this study only considered one type of product (game software). Future investigations thus should consider different products (e.g., durable goods) or services (e.g., haircuts) to better understand the moderating effect of online communities. Second, this study only considered one decision situation (i.e., initial purchase). Future studies could consider other decision situations, such as decisions regarding switching brands. Third, the model in this study used purchase intention, instead of actual purchase behavior, as one of the effect constructs.
Future research could examine the interactive effect between perceived influence of eWOM and sense of virtual community on actual purchase behavior.
Fourth, this study manipulated positive eWOM and negative eWOM scenarios for each including four product comments. However, the comments were all positively worded in the positive scenario and negatively worded in the negative scenario. The design of scenario departed from regular situation in real world since product/service seldom obtains fully positive or negative evaluations. Future research should design the scenario with realistic condition, i.e., mixing positive and negative eWOM in the scenario, and then examine the hypotheses in this study. Finally, to simplify the manipulation of scenario, this work focused on the influence of online information. However, the value of offline opinions is also decisive to product judgment and purchase decision under more general situation. To extend the work of Halstead (2002), whether these two types of information value are substitute for or complementary to this moderated effect in the present study claims for future works to clarify.
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APPENDIX
Appendix A: Research Questionnaires
Positive eWOM Scenario
G_______
1
2 3
4
5
1
( 1~6
)
1 1 2 3 4 5 6
2 1 2 3 4 5 6
3 1 2 3 4 5 6
4 1 2 3 4 5 6
5 1 2 3 4 5 6
6 1 2 3 4 5 6
7 1 2 3 4 5 6
8 1 2 3 4 5 6
9 1 2 3 4 5 6
10 1 2 3 4 5 6
11 1 2 3 4 5 6
12 1 2 3 4 5 6
13 1 2 3 4 5 6
14 1 2 3 4 5 6
15 1 2 3 4 5 6
16 1 2 3 4 5 6
17 1 2 3 4 5 6
18 1 2 3 4 5 6
19 1 2 3 4 5 6
20 1 2 3 4 5 6
21 1 2 3 4 5 6
22 1 2 3 4 5 6
GaMe
1 GaMe
GaMe
GaMe
GaMe
GaMe
lag
GaMe ( 1~6
)
1 GaMe 1 2 3 4 5 6
2 GaMe 1 2 3 4 5 6
3 1 2 3 4 5 6
4 GaMe 1 2 3 4 5 6
5 GaMe 1 2 3 4 5 6
6 GaMe 1 2 3 4 5 6
7 GaMe 1 2 3 4 5 6
8 GaMe 1 2 3 4 5 6
GaMe (
1~6 )
1 GaMe 1 2 3 4 5 6
2 GaMe 1 2 3 4 5 6
3 GaMe 1 2 3 4 5 6
4 GaMe 1 2 3 4 5 6
5 GaMe 1 2 3 4 5 6
6 GaMe 1 2 3 4 5 6
7 GaMe 1 2 3 4 5 6
1 2 3 4 5
6
4 6
7 Email
Negative eWOM Scenario
B_______
1
2 3
4
5
1
( 1~6
)
1 1 2 3 4 5 6
2 1 2 3 4 5 6
3 1 2 3 4 5 6
4 1 2 3 4 5 6
5 1 2 3 4 5 6
6 1 2 3 4 5 6
7 1 2 3 4 5 6
8 1 2 3 4 5 6
9 1 2 3 4 5 6
10 1 2 3 4 5 6
11 1 2 3 4 5 6
12 1 2 3 4 5 6
13 1 2 3 4 5 6
14 1 2 3 4 5 6
15 1 2 3 4 5 6
16 1 2 3 4 5 6
17 1 2 3 4 5 6
18 1 2 3 4 5 6
19 1 2 3 4 5 6
20 1 2 3 4 5 6
21 1 2 3 4 5 6
22 1 2 3 4 5 6
GaMe
1 GaMe
GaMe
GaMe
GaMe
GaMe
GaMe
( 1~6
)
1 GaMe 1 2 3 4 5 6
2 GaMe 1 2 3 4 5 6
3 1 2 3 4 5 6
4 GaMe 1 2 3 4 5 6
5 GaMe 1 2 3 4 5 6
6 GaMe 1 2 3 4 5 6
7 GaMe 1 2 3 4 5 6
8 GaMe 1 2 3 4 5 6
GaMe (
1~6 )
1 GaMe 1 2 3 4 5 6
2 GaMe 1 2 3 4 5 6
3 GaMe 1 2 3 4 5 6
4 GaMe 1 2 3 4 5 6
5 GaMe 1 2 3 4 5 6
6 GaMe 1 2 3 4 5 6
7 GaMe 1 2 3 4 5 6
1 2 3 4 5
6
4 6
7 Email
sovc1 .16 .04 .12 .03 .37 .26 .47 .36 .34 .29 .33 .34
Note: The right-up triangle matrix is the correlation matrix for positive eWOM scenario, and left -down triangle matrix is the correlatio
sovc1 .29 .40 .36 .19 .25 .07 .22 .24 .21 .16 .20 .24 .2
Note: The right-up triangle matrix is the correlation matrix for positive eWOM scenario, and left -down triangle matrix is the correlation matrix for negative eWOM scenario.
Appendix C: The Results of Exploratory Factor Analysis for SOVC
Table C-1 Explained variance of Exploratory Factor Analysis for SOVC
Initial statistics Sum of square for extracted factor loading
Sum of square for rotated factor loading Factor eigenvalue variance
%
cumulate
% eigenvalue variance
%
cumulate
% Total
1 8.49 42.44 42.44 8.01 40.05 40.05 7.40
2 2.40 12.01 54.45 2.01 10.06 50.11 6.51
3 1.24 6.20 60.65 0.73 3.65 53.76 3.20
4 0.91 4.53 65.18
5 0.69 3.43 68.61
6 0.62 3.12 71.73
7 0.59 2.96 74.69
8 0.59 2.93 77.62
9 0.58 2.88 80.50
10 0.51 2.57 83.07
11 0.49 2.45 85.52
12 0.48 2.39 87.92
13 0.41 2.06 89.98
14 0.40 1.99 91.97
15 0.33 1.66 93.63
16 0.30 1.48 95.11
17 0.28 1.42 96.53
18 0.27 1.33 97.86
19 0.23 1.16 99.02
20 0.20 0.98 100.00
Note: Factor extracted method adopted maximum likelihood estimation, and factor rotation method used
Table C-2 The Analysis of Exploratory Factor Analysis for SOVC Communalities Rotated Factor Loading
Initial Extracted Factor 1 Factor 2 Factor 3
sovc2 0.49 0.52 0.69
sovc3 0.63 0.83 0.94
sovc4 0.41 0.41 0.54
sovc5 0.46 0.49 0.70
sovc6 0.38 0.42 0.68
sovc7 0.40 0.41 0.71
sovc8 0.59 0.59 0.54
sovc9 0.43 0.45 0.64
sovc10 0.35 0.30 0.48
sovc11 0.66 0.64 0.88
sovc12 0.66 0.69 0.97
sovc13 0.47 0.47 0.45
sovc14 0.69 0.70 0.65
sovc15 0.56 0.52 0.52
sovc16 0.50 0.47 0.40
sovc17 0.44 0.44 0.45
sovc19 0.48 0.47 0.41
sovc20 0.55 0.53 0.43
sovc21 0.69 0.70 0.76
sovc22 0.69 0.70 0.86
Correlation Matrix among Factors Factor 1 1.00
Factor 2 0.74 1.00
Factor 3 0.29 0.30 1.00
Note: Factor extracted method adopted maximum likelihood estimation, and factor rotation method used
Appendix D: SIMPLIS Syntax of LISREL for Ping (1996) Positive eWOM Scenario
Observed variables: SOVC1 SOVC SOVC3 PIEW2 PIEW4 PIEW5 PIEW6 PIEW7 PIEW8 ATT1 ATT2 ATT3 ATT4 SN1 SN2 SN3 PINT1 PINT2 PINT3 WINT1 WINT2 WINT3 PBC1 PBC2 PS21 PS22 PS23 PS41 PS42 PS43 PS51 PS52 PS53 PS61 PS62 PS63 PS71 PS72 PS73 PS81 PS82 PS83
Raw data from file Positive417_IF.psf Sample size: 417
Latent variables: SOVC PIEW ATT SN PINT WINT PBC PS Relationships:
SOVC1=1*SOVC
SOVC2 SOVC3=SOVC PIEW2=1*PIEW
PIEW4-PIEW8=PIEW ATT3=1*ATT
ATT4=ATT PINT2=1*PINT
PINT3=PINT PS21=1.000*PS PS22=0.954*PS PS23=0.430*PS PS41=1.067*PS PS42=1.018*PS PS43=0.459*PS PS51=1.052*PS PS52=1.004*PS PS53=0.452*PS PS61=1.117*PS PS62=1.066*PS PS63=0.480*PS PS71=0.942*PS PS72=0.899*PS PS73=0.405*PS
PS81=0.968*PS PS82=0.923*PS PS83=0.416*PS
ATT= PIEW PS SOVC PINT=ATT
SET THE ERROR COVARIANCE OF PIEW2 AND PIEW8 FREE SET THE ERROR COVARIANCE OF PIEW7 AND PIEW8 FREE SET THE VARIANCE OF PS TO (1.216)
SET THE ERROR VARIANCE OF PS21 TO 0.905 SET THE ERROR VARIANCE OF PS22 TO (0.867) SET THE ERROR VARIANCE OF PS23 TO 2.085 SET THE ERROR VARIANCE OF PS41 TO 0.661 SET THE ERROR VARIANCE OF PS42 TO 0.643 SET THE ERROR VARIANCE OF PS43 TO 1.942 SET THE ERROR VARIANCE OF PS51 TO 0.700 SET THE ERROR VARIANCE OF PS52 TO 0.679 SET THE ERROR VARIANCE OF PS53 TO 1.955 SET THE ERROR VARIANCE OF PS61 TO 0.561 SET THE ERROR VARIANCE OF PS62 TO 0.552 SET THE ERROR VARIANCE OF PS63 TO 1.936 SET THE ERROR VARIANCE OF PS71 TO 0.766 SET THE ERROR VARIANCE OF PS72 TO 0.735 SET THE ERROR VARIANCE OF PS73 TO 1.807 SET THE ERROR VARIANCE OF PS81 TO 0.960 SET THE ERROR VARIANCE OF PS82 TO 0.917 SET THE ERROR VARIANCE OF PS83 TO 2.085
SET THE ERROR COVARIANCE OF PS21 AND PS22 FREE SET THE ERROR COVARIANCE OF PS41 AND PS42 FREE SET THE ERROR COVARIANCE OF PS51 AND PS52 FREE SET THE ERROR COVARIANCE OF PS61 AND PS62 FREE SET THE ERROR COVARIANCE OF PS71 AND PS72 FREE SET THE ERROR COVARIANCE OF PS81 AND PS82 FREE SET THE ERROR COVARIANCE OF PS21 AND PS23 FREE SET THE ERROR COVARIANCE OF PS41 AND PS43 FREE
SET THE ERROR COVARIANCE OF PS51 AND PS53 FREE SET THE ERROR COVARIANCE OF PS61 AND PS63 FREE SET THE ERROR COVARIANCE OF PS71 AND PS73 FREE SET THE ERROR COVARIANCE OF PS81 AND PS83 FREE SET THE ERROR COVARIANCE OF PS22 AND PS23 FREE SET THE ERROR COVARIANCE OF PS42 AND PS43 FREE SET THE ERROR COVARIANCE OF PS52 AND PS53 FREE SET THE ERROR COVARIANCE OF PS62 AND PS63 FREE SET THE ERROR COVARIANCE OF PS72 AND PS73 FREE SET THE ERROR COVARIANCE OF PS82 AND PS83 FREE SET THE ERROR COVARIANCE OF PS21 AND PS41 FREE SET THE ERROR COVARIANCE OF PS21 AND PS51 FREE SET THE ERROR COVARIANCE OF PS21 AND PS61 FREE SET THE ERROR COVARIANCE OF PS21 AND PS71 FREE SET THE ERROR COVARIANCE OF PS21 AND PS81 FREE
SET THE ERROR COVARIANCE OF PS51 AND PS53 FREE SET THE ERROR COVARIANCE OF PS61 AND PS63 FREE SET THE ERROR COVARIANCE OF PS71 AND PS73 FREE SET THE ERROR COVARIANCE OF PS81 AND PS83 FREE SET THE ERROR COVARIANCE OF PS22 AND PS23 FREE SET THE ERROR COVARIANCE OF PS42 AND PS43 FREE SET THE ERROR COVARIANCE OF PS52 AND PS53 FREE SET THE ERROR COVARIANCE OF PS62 AND PS63 FREE SET THE ERROR COVARIANCE OF PS72 AND PS73 FREE SET THE ERROR COVARIANCE OF PS82 AND PS83 FREE SET THE ERROR COVARIANCE OF PS21 AND PS41 FREE SET THE ERROR COVARIANCE OF PS21 AND PS51 FREE SET THE ERROR COVARIANCE OF PS21 AND PS61 FREE SET THE ERROR COVARIANCE OF PS21 AND PS71 FREE SET THE ERROR COVARIANCE OF PS21 AND PS81 FREE