CHAPTER 5 CONCLUSION AND DISCUSSION
5.4 Research Limitations
Due to the limited financial and human resources, there are several limitations in our research. First, our research subjects are selected only in Taipei. In the future research, studies can test whether or not there will be different results if the research is conducted in different parts of Taiwan. Another research limitation is that we aim directly for college students in Taiwan without a further investigation of the level of internet usage or how much they depend on the internet in their daily life. As a result, it is not known whether the results will be
different if this was considered into our research.
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APPENDIX A- English Version Questionnaire
There are a total of 5 sections, please answer according to the directions.
Part 1： Electronic Word of Mouth
Please recall the times when you talk to others in the Internet about products you have used. Internet platforms include Blogs, MSN, BBS, Facebook, Plurk, etc.
Please circle (○) your answer
1. I mention the products that I use to others on the Internet quite frequently strongly disagree 1 2 3 4 5 strongly agree 2. There are certain products that I mention more about on the Internet
strongly disagree 1 2 3 4 5 strongly agree
3. When I use the Internet, I seldom miss the opportunities to talk about a certain product strongly disagree 1 2 3 4 5 strongly agree
4. I will use the Internet to recommend a product I like
strongly disagree 1 2 3 4 5 strongly agree 5. On the Internet, I will give positive reviews about a product I like
strongly disagree 1 2 3 4 5 strongly agree
6. On the Internet, I will encourage others to buy or use products that I like Dear Respondents:
First, we thank you for taking time to participate in this questionnaire. This is an academic questionnaire survey examining the relationship between electronic word of mouth, tie strength, trust, and willingness to communicate. There are a total of 5 parts in this questionnaire. Please answer according to the directions. There is no standard answer. Keep in mind the data and any personal information you provide is solely for academic research purposes and will be kept completely anonymous
Your time and opinions will be a great assistance and contribution to our study.
Thank you!
National Chaio Tung University, Institute of Management and Business Advisor: Dr.Charles V. Trappey Student: Conna Yang
7. On the Internet, I will share my experience of those products that I don’t like strongly disagree 1 2 3 4 5 strongly agree 8. On the Internet, I will try to convince others not to use or purchase products I don’t
like
strongly disagree 1 2 3 4 5 strongly agree
Part 2: Tie Strength
Please recall the last time when you have shared electronic word of mouth with another person.
If you have not had any prior contact with this person before this, please choose “1” for this part.
Please circle (○) your answer
When you seek information from someone else,
1. How close were you with that person?
Distant 1 2 3 4 5 Intimate 2. How often did you communicate with that person?
1 2 3 4 5
(1=Once every 3 months or less(or never); 2=Once every 2 months; 3=Once a month; 4=Once a week; 5=Everyday)
Part 3： Trust
Please circle (○) your answer
6. Hypocrisy is on the increase in our society.
strongly disagree 1 2 3 4 5 strongly agree
7. In dealing with strangers one is better off to be cautious until they have provided evidence that they are trustworthy.
strongly disagree 1 2 3 4 5 strongly agree
8. This country has a dark future unless we can attract better people into politics.
strongly disagree 1 2 3 4 5 strongly agree 9. Using the honor system of not having a teacher present during exams would
probably result in increased cheating.
strongly disagree 1 2 3 4 5 strongly agree 10. Parents usually can be relied upon to keep their promises.
strongly disagree 1 2 3 4 5 strongly agree 11. The UN will never be an effective force in keeping world peace.
strongly disagree 1 2 3 4 5 strongly agree 12. The judiciary is a place where we can all get unbiased treatment.
strongly disagree 1 2 3 4 5 strongly agree 13. Most people would be horrified if they knew how much news the the public
hears and sees is distorted.
strongly disagree 1 2 3 4 5 strongly agree
14. Even though we have reports in newspapers, radio, and T.V., it is hard to get objective accounts of public events.
strongly disagree 1 2 3 4 5 strongly agree 15. The future seems very promising.
strongly disagree 1 2 3 4 5 strongly agree
16. If we really knew what was going on in international politics, the public would have reason to be more frightened than they now seem to be.
strongly disagree 1 2 3 4 5 strongly agree 17. Most elected public officials are really sincere in their campaign promises.
strongly disagree 1 2 3 4 5 strongly agree 18. Many major national sports contests are fixed in one way or another.
strongly disagree 1 2 3 4 5 strongly agree 19. Most experts can be relied upon to tell the truth about the limits of their
knowledge.
strongly disagree 1 2 3 4 5 strongly agree 20. In these competitive times one has to be alert or someone is likely to take
advantage of you.
strongly disagree 1 2 3 4 5 strongly agree 21. Most salesmen are honest in describing their products.
strongly disagree 1 2 3 4 5 strongly agree
22. Most students in school would not cheat even if they were sure of getting away with it.
strongly disagree 1 2 3 4 5 strongly agree
23. Most repairmen will not overcharge even if they think you are ignorant of their specialty.
strongly disagree 1 2 3 4 5 strongly agree
24. Large shares of accident claims filed against insurance companies are phony.
strongly disagree 1 2 3 4 5 strongly agree 25. Most people answer public opinion polls honestly.
strongly disagree 1 2 3 4 5 strongly agree
Part 4：Willingness to Communicate
There are 20 different situations below. Please choose the percentage of times you would choose to communicate under that situation. Write down the percentage of times you would
communicate on the blank space next to each scenario.
(Please choose the percentage of time you would communicate, from 0 to 100.
Ex: 0=Never 100=Always)
1. ____ Talk with a train station attendant.
2. ____ Talk with a physician.
3. ____ Present a talk to a group of strangers.
4. ____ Talk with an acquaintance while standing in line.
5. ____ Talk with a salesperson in a store.
6. ____ Talk in a large meeting of friends.
7. ____ Talk with a police officer.
8. ____ Talk in a small group of strangers.
9. ____ Talk with a friend while standing in line.
10. ____ Talk with a waiter/waitress in a restaurant.
11. ____ Talk in a large meeting of acquaintances.
12. ____ Talk with a stranger while standing in line.
13. ____ Talk with a secretary.
This is the end of our questionnaire, thank you!
APPENDIX B- Chinese Version Questionnaire
15. 對於我不喜歡的產品，我會在網路上跟別人分享心得
8. 大部份的人如果得知他們所聽到及看到的新聞，大多是歪曲的報導時，將會非常
6. _____ 在大型會議上, 而當在座都是朋友時, 與他們說話 7. _____ 和警察溝通
8. _____ 和一小群陌生人說話 9. _____ 在排隊等候時和朋友說話 10. _____ 在餐廳內跟服務生溝通
11. _____ 在大型會議上, 而當在座都是認識的人時, 與他們說話 12. _____ 在排隊等候時和陌生人講話
13. _____ 跟一位秘書溝通 14. _____ 對一群朋友發表言論 15. _____ 和一小群認識的人說話 16. _____ 跟垃圾清潔員說話
17. _____ 在大型會議上, 而當在座都是陌生人時, 與他們說話 18. _____ 跟你的配偶 (或男朋友/女朋友) 溝通
19. _____ 和一小群朋友講話 20. _____ 對一群認識的人發表言論
第五部分: 基本資料
1. 性別 男 女
2. 年齡 18 歲以下 19~23 歲 24~28 歲 29~33 歲 34~38 歲 39 歲以上 3. 就讀學校 _____________
本問卷到此結束，感謝您的作答！