Chapter 6: Conclusions and Limitations
6.3 Research Contributions
國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
managerial methods to operate the business activity based on different types of
gratification. Marketers can categorize their target customers by referring our research results. These findings will give the business a hit to know how to operate their
marketing activities well.
6.2 Research Limitations and Direction for Future Study
We believe our study has interesting implications, but we are aware about its limitations. We investigated the data collection and data analysis. As for data
collection, we separately explored selected content, respondents and sample size. First, the sample of the content we randomly selected from the social-network sites should be widely dispersed in category. We can observe the data results from different field of consuming products (ex: clothing, beverage, expensive products and so on).
Besides, the content we selected should be more distinguished because the respondents have different feeling after browsing the content despite of the same content. The results of research will be more significant if the characteristics of contents we selected are more distinct. Second, the amount of gender of the respondents should be equal. In our collection data, the females of respondent are higher than males around 15 percentages. We think the demographic information is a worthy issue to study. Third, the amount of collecting sample would be up to 600. As for data analysis, the amount of clustering should be increased because there are varieties in the resonance results in real word.
Hence, the future research should extend the current framework and investigate more variables into the constructs of direct and moderating effects of resonance (ex:
the feelings of respondent, the relevance between author and respondent). Also, other types of hedonic value of posting in content gratification should be further researched as different types of feelings (ex: surprise, joy, sadness, anger, disgust and fear). In sum, it might be an interesting topic to for business to look for best practice to operate the customer relationship management well.
6.3 Research Contributions
There are four contributions in this research. First, we applied the use and gratification theory in resonance phenomenon to discuss that different type of gratifications have influence on customer resonance on social-network sites. We use the U&G theory to observe the customer resonance phenomenon and realized that people with different needs result in different pattern of media usage when resonance
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
happened. In sum, different people motivations of using social network result in different resonance behaviors. Second, resonance phenomenon we observed in this research significantly has impact on purchase intention, indicating that the more resonance is, and the more purchase intention. Therefore, marketer can refer our research result to organize the marketing activities based on different types of factors to appeal customer’ purchase intention. Third, we found that trust and homophily don’t have influence on resonance on social network sites. In the past, most of literature indicated that trust and homophiley play important factors to maintain the atmosphere in online e-commerce platform or virtual website because of the exchange of benefit between individuals. Forth, we applied the use and gratification theory in social network media and realized that people take the initiative to use social-network sites rather than media does with people. People use the social network platforms to satisfy their need. In short, people with different gratifications result in different usage on social-network sites.
‧
Anderson, J. C., and Gerbing, D. W. 1988. "Structural Equation Modeling in Practice:
A Review and Recommended Two-Step Approach," Psychological bulletin (103:3), p 411.
Babin, B. J., Darden, W. R., and Griffin, M. 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of consumer research), pp 644-656.
Batra, R., and Ahtola, O. T. 1991. "Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes," Marketing letters (2:2), pp 159-170.
Bearden, W. O., Netemeyer, R. G., and Teel, J. E. 1989. "Measurement of Consumer Susceptibility to Interpersonal Influence," Journal of consumer research), pp 473-481.
Bloch, P. H., and Richins, M. L. 1983. "A Theoretical Model for the Study of Product Importance Perceptions," The Journal of Marketing), pp 69-81.
Bonds-Raacke, J., and Raacke, J. 2010. "Myspace and Facebook: Identifying Dimensions of Uses and Gratifications for Friend Networking Sites,"
Individual Differences Research (8:1), pp 27-33.
Burnkrant, R. E., and Cousineau, A. 1975. "Informational and Normative Social Influence in Buyer Behavior," Journal of Consumer research), pp 206-215.
Chen, Y.-H., Hsu, I., and Lin, C.-C. 2010. "Website Attributes That Increase Consumer Purchase Intention: A Conjoint Analysis," Journal of Business Research (63:9), pp 1007-1014.
Chiu, C.-M., Hsu, M.-H., and Wang, E. T. 2006. "Understanding Knowledge Sharing in Virtual Communities: An Integration of Social Capital and Social Cognitive Theories," Decision support systems (42:3), pp 1872-1888.
Chu, S. C., and Kim, Y. 2011. "Determinants of Consumer Engagement in Electronic Word-of-Mouth (Ewom) in Social Networking Sites," International Journal of Advertising (30:1), pp 47-75.
Chung, C., and Austria, K. 2010. "Social Media Gratification and Attitude toward Social Media Marketing Messages: A Study of the Effect of Social Media Marketing Messages on Online Shopping Value," Proceedings of the Northeast Business & Economics Association).
D’Rozario, D., and Choudhury, P. K. 2000. "Effect of Assimilation on Consumer Susceptibility to Interpersonal Influence," Journal of Consumer Marketing (17:4), pp 290-307.
‧
De Matos, C. A., and Rossi, C. A. V. 2008. "Word-of-Mouth Communications in Marketing: A Meta-Analytic Review of the Antecedents and Moderators,"
Journal of the Academy of Marketing Science (36:4), pp 578-596.
Deutsch, M., and Gerard, H. B. 1955. "A Study of Normative and Informational Social Influences Upon Individual Judgment," The journal of abnormal and social psychology (51:3), p 629.
Dholakia, U. M., Bagozzi, R. P., and Pearo, L. K. 2004. "A Social Influence Model of Consumer Participation in Network-and Small-Group-Based Virtual
Communities," International journal of research in marketing (21:3), pp 241-263.
Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J., and Van Wijk, R. 2007.
"Why Pass on Viral Messages? Because They Connect Emotionally,"
Business Horizons (50:4), pp 291-304.
Festinger, L. 1962. A Theory of Cognitive Dissonance, (Stanford university press.
Fornell, C., and Larcker, D. 1987. "A Second Generation of Multivariate Analysis:
Classification of Methods and Implications for Marketing Research," Review of marketing (87), pp 407-450.
Foster, M. K., Francescucci, A., and West, B. C. 2010. "Why Users Participate in Online Social Networks," International Journal of e-Business Management (4:1), p 3.
Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., and Yale, L. J. 1998. "A Dyadic Study of Interpersonal Information Search," Journal of the Academy of Marketing Science (26:2), pp 83-100.
Goffman, E. 2002. "The Presentation of Self in Everyday Life. 1959," Garden City, NY).
Goh, K.-Y., Heng, C.-S., and Lin, Z. 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User-and
Marketer-Generated Content," Information Systems Research (24:1), pp 88-107.
Granovetter, M. S. 1973. "The Strength of Weak Ties," American journal of sociology), pp 1360-1380.
Gremler, D. D., Gwinner, K. P., and Brown, S. W. 2001. "Generating Positive
Word-of-Mouth Communication through Customer-Employee Relationships,"
International Journal of Service Industry Management (12:1), pp 44-59.
Gruhl, D., Guha, R., Liben-Nowell, D., and Tomkins, A. Year. "Information
‧
Diffusion through Blogspace," Proceedings of the 13th international conference on World Wide Web, ACM2004, pp. 491-501.
Hirschman, E. C., and Holbrook, M. B. 1982. "Hedonic Consumption: Emerging Concepts, Methods and Propositions," The Journal of Marketing), pp 92-101.
Hoffman, D. L., and Fodor, M. 2010. "Can You Measure the Roi of Your Social Media Marketing?," MIT Sloan Management Review (52:1) Fall
Fall 2010, pp 41-49.
Jahn, B., and Kunz, W. 2012. "How to Transform Consumers into Fans of Your Brand," Journal of Service Management (23:3), pp 344-361.
Jarvenpaa, S. L., Knoll, K., and Leidner, D. E. 1998. "Is Anybody out There?
Antecedents of Trust in Global," Journal 0/Management Information Systems/Spring I998 (4:4), pp 29-64.
Jin, X.-L., Cheung, C. M., Lee, M. K., and Chen, H.-P. 2009. "How to Keep Members Using the Information in a Computer-Supported Social Network," Computers in Human Behavior (25:5), pp 1172-1181.
Kaplan, A. M., and Haenlein, M. 2010. "Users of the World, Unite! The Challenges and Opportunities of Social Media," Business horizons (53:1), pp 59-68.
Katz, E. 1959. "Mass Communications Research and the Study of Popular Culture:
An Editorial Note on a Possible Future for This Journal," Departmental Papers (ASC)), p 165.
Katz, E., Haas, H., and Gurevitch, M. 1973. "On the Use of the Mass Media for Important Things," American sociological review), pp 164-181.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., and Silvestre, B. S. 2011. "Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media," Business Horizons (54:3), pp 241-251.
Li, Y.-M., and Shiu, Y.-L. 2012. "A Diffusion Mechanism for Social Advertising over Microblogs," Decision Support Systems (54:1), pp 9-22.
Libai, B., Bolton, R., Bügel, M. S., de Ruyter, K., Götz, O., Risselada, H., and Stephen, A. T. 2010. "Customer-to-Customer Interactions: Broadening the Scope of Word of Mouth Research," Journal of Service Research (13:3), pp 267-282.
Lu, Y., Zhao, L., and Wang, B. 2010. "From Virtual Community Members to C2c E-Commerce Buyers: Trust in Virtual Communities and Its Effect on Consumers’ Purchase Intention," Electronic Commerce Research and Applications (9:4), pp 346-360.
‧
Mangold, W. G., and Faulds, D. J. 2009. "Social Media: The New Hybrid Element of the Promotion Mix," Business horizons (52:4), pp 357-365.
Mittal, V., Huppertz, J. W., and Khare, A. 2008. "Customer Complaining: The Role of Tie Strength and Information Control," Journal of Retailing (84:2), pp 195-204.
Moorman, C., Deshpande, R., and Zaltman, G. 1993. "Factors Affecting Trust in Market Research Relationships," The Journal of Marketing), pp 81-101.
Morgan, R. M., and Hunt, S. D. 1994. "The Commitment-Trust Theory of Relationship Marketing," the journal of marketing), pp 20-38.
Mouw, T. 2006. "Estimating the Causal Effect of Social Capital: A Review of Recent Research," Annual Review of Sociology), pp 79-102.
Nunnally, J. C., Bernstein, I. H., and Berge, J. M. t. 1967. Psychometric Theory, (McGraw-Hill New York.
Park, C. W., and Lessig, V. P. 1977. "Students and Housewives: Differences in
Susceptibility to Reference Group Influence," Journal of Consumer Research), pp 102-110.
Pigg, K. E., and Crank, L. D. 2004. "Building Community Social Capital: The Potential and Promise of Information and Communications Technologies,"
The Journal of Community Informatics (1:1).
Ridings, C. M., Gefen, D., and Arinze, B. 2002. "Some Antecedents and Effects of Trust in Virtual Communities," The Journal of Strategic Information Systems (11:3), pp 271-295.
Riegner, C. 2007. "Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions," Journal of Advertising Research (47:4), p 436.
Rogers, E. M., and Bhowmik, D. K. 1970. "Homophily-Heterophily: Relational Concepts for Communication Research," Public Opinion Quarterly (34:4), pp 523-538.
Ruggiero, T. E. 2000. "Uses and Gratifications Theory in the 21st Century," Mass communication & society (3:1), pp 3-37.
Russell, M. G. 2009. "A Call for Creativity in New Metrics for Liquid Media,"
Journal of Interactive Advertising (9:2).
Sangwan, S. Year. "Virtual Community Success: A Uses and Gratifications Perspective," System Sciences, 2005. HICSS'05. Proceedings of the 38th Annual Hawaii International Conference on, Ieee2005, pp. 193c-193c.
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Schau, H. J., and Gilly, M. C. 2003. "We Are What We Post? Self‐Presentation in Personal Web Space," Journal of consumer research (30:3), pp 385-404.
Sheldon, P. 2008. "The Relationship between Unwillingness-to-Communicate and Students' Facebook Use," Journal of Media Psychology: Theories, Methods, and Applications (20:2), p 67.
Solis, B. 2010. "Social Media’s Critical Path: Relevance to Resonance to Significance, Hbr Blog Network."
Stieglitz, S., and Dang-Xuan, L. 2013. "Emotions and Information Diffusion in Social Media—Sentiment of Microblogs and Sharing Behavior," Journal of
Management Information Systems (29:4), pp 217-248.
Susarla, A., Oh, J.-H., and Tan, Y. 2012. "Social Networks and the Diffusion of User-Generated Content: Evidence from Youtube," Information Systems Research (23:1), pp 23-41.
Tufekci, Z. 2008. "Grooming, Gossip, Facebook and Myspace: What Can We Learn About These Sites from Those Who Won't Assimilate?," Information, Communication & Society (11:4), pp 544-564.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., and Verhoef, P.
C. 2010. "Customer Engagement Behavior: Theoretical Foundations and Research Directions," Journal of Service Research (13:3), pp 253-266.
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
APPENDIX. QUESTIONNAIRE
Part I. Survey Questions
Survey Questions
5 4 3 2 1
Strongly Agree Agree Neutral Disagree Strongly Disagree
I. Content Gratification
1. UGC on SNS is useful. ⊡ ⊡ ⊡ ⊡ ⊡
2. UGC on SNS is beneficial. ⊡ ⊡ ⊡ ⊡ ⊡
3. UGC on SNS is functional. ⊡ ⊡ ⊡ ⊡ ⊡
4. UGC on SNS is practical. ⊡ ⊡ ⊡ ⊡ ⊡
5. UGC on SNS is fun. ⊡ ⊡ ⊡ ⊡ ⊡
6. UGC on SNS is exciting. ⊡ ⊡ ⊡ ⊡ ⊡
7. UGC on SNS is pleasant. ⊡ ⊡ ⊡ ⊡ ⊡
8. UGC on SNS is entertaining. ⊡ ⊡ ⊡ ⊡ ⊡
II. Social Relation Gratification
1. Approximately how frequently do you communicate with the
contacts on your friends list on this SNS? ⊡ ⊡ ⊡ ⊡ ⊡
2. Overall, how important do you feel about the contacts on your
‘friends’ list on this SNS? ⊡ ⊡ ⊡ ⊡ ⊡
3. Overall, how close do you feel to the contacts on your ‘friends’
list on this SNS? ⊡ ⊡ ⊡ ⊡ ⊡
4. The author of the message thinks like me. ⊡ ⊡ ⊡ ⊡ ⊡
5. The author of the message considers like me. ⊡ ⊡ ⊡ ⊡ ⊡
6. The author of the message behaves like me. ⊡ ⊡ ⊡ ⊡ ⊡
7. I trust most contacts on my friends list on the SNS. ⊡ ⊡ ⊡ ⊡ ⊡ 8. I have confidence in the contacts on my friends list on the SNS. ⊡ ⊡ ⊡ ⊡ ⊡ 9. I can believe in the contacts on my friends list on the SNS. ⊡ ⊡ ⊡ ⊡ ⊡ 10. When buying products, I generally purchase those products that I
think others will approve of. ⊡ ⊡ ⊡ ⊡ ⊡
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
11. If other people can see me using a product, I often purchase the
products they expect me to buy. ⊡ ⊡ ⊡ ⊡ ⊡
12. I achieve a sense of belonging by purchasing the same products
that others purchase. ⊡ ⊡ ⊡ ⊡ ⊡
13. If I have little experience with a product, I often ask my friends
about the product. ⊡ ⊡ ⊡ ⊡ ⊡
14. I often consult other people to help choose the best alternative
available from a product class. ⊡ ⊡ ⊡ ⊡ ⊡
15. I frequently gather information from friend or family about a
product before I buy. ⊡ ⊡ ⊡ ⊡ ⊡
III. Self-presentation Gratification
1. On this platform, I can make a good impression on others. ⊡ ⊡ ⊡ ⊡ ⊡ 2. On this platform, I can improve the way I am perceived. ⊡ ⊡ ⊡ ⊡ ⊡ 3. On this platform, I can present who I am to others. ⊡ ⊡ ⊡ ⊡ ⊡ 4. On this platform, I can present who I want to be to others. ⊡ ⊡ ⊡ ⊡ ⊡ IV. Resonance Behaviors
1. After reading the UGC on SNS, I will press the “like” button to
approve it. ⊡ ⊡ ⊡ ⊡ ⊡
2. After reading the UGC on SNS, I will reply the article to
comment my opinions on it. ⊡ ⊡ ⊡ ⊡ ⊡
3. After reading the UGC on SNS, I will share the article to my
friends. ⊡ ⊡ ⊡ ⊡ ⊡
V. Purchase Intention
1. Given the chance, I would consider purchasing products in the
future. ⊡ ⊡ ⊡ ⊡ ⊡
2. It is likely that I will actually purchase products in the near
future. ⊡ ⊡ ⊡ ⊡ ⊡
3. Given the opportunity, I intend to purchase products. ⊡ ⊡ ⊡ ⊡ ⊡
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Part II. Demographics
1. What is your gender?⊡ Male ⊡ Female
2. How old are you?
⊡ Under 20 ⊡ 21~30 ⊡ 31~40 ⊡ 41~50 ⊡ 51~60 ⊡ Over 61
3. What is the highest degree or level of academic background you have completed?
⊡ Elementary school ⊡ Junior high school ⊡ Senior high school
⊡ University ⊡ Graduate School
4. How much do you earn in each month?
⊡ Less than 10,000 ⊡ 10,001~20,000 ⊡ Over 20,001
5. How long have you used this SNS?
⊡ Less than 1 year ⊡ 1~3 year ⊡ 3~5 year ⊡ 5~7 year
⊡ More than 7 years
6. What is your E-mail Address?