Consumers’ reliance on product information and recommendations found in UGC

Presenter: Peter Huang

Instructor: Dr. Pi-Ying Teresa Hsu

Date: May 11, 2011

Cheong, H. J., & Morrison, M. A. (2008). Consumers’ reliance on product

information and recommendations found in UGC. Journal of Interactive Advertising, 8(2), 38-49.

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Contents

Click to add TitleIntroduction

Click to add Title2 Literature Review

Click to add Title1 MethodologyIII

Click to add Title2 ResultsIV

Click to add Title1 Reflection

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UGC

PGC

Introduction

Marketing communications have changed significantly as marketers search for ways to communicate with consumers through online activities.

(Rogers & Allbritton, 1995)

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Purpose of the study

-To examine consumers’ opinions of online recommendations embedded in UGC compared with those of producer- generated content

Literature Review

The interpersonal relationships are much more

influential than mass media.

(Katz & Lazarsfeld, 1995)

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Literature Review

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If the content conveyed has been generated by users, it can be both UGC and eWOM.

If the content conveyed has been generated by users, it can be both UGC and eWOM.

Literature Review

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The research tends to focus on aspects of UGC on websites originating with product producers, offering this material compares with PGC.

The research tends to focus on aspects of UGC on websites originating with product producers, offering this material compares with PGC.

Research Question

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What kinds of Web sites do consumers rely on when they try to get information about a product?

What kinds of Web sites do consumers rely on when they try to get information about a product?

Do consumers deem the product or brand information they find in UGC more trustworthy than information they find in PGC?

Do consumers deem the product or brand information they find in UGC more trustworthy than information they find in PGC?

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ParticipantsParticipants

9 undergraduate and 8 graduate students

Qualitative interviews

15~ 45 minutes(at least 35 minutes)

Blogs, YouTube,

Discussion board

Methodology

Toyota Prius

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Questionnaire

Gender: Male/Female

Age:________

Occupation: ___________

Racial: White/African American/ Asian/

Hispanic/ Multiracial / Other Racial

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Questionnaire 1. Tell me about yourself.

2. Please describe how you use the Internet

a. How long do you use the Internet a day?

b. What things do you do online?

c. Have you visited YouTube? I. If so what did you go there for?

II. How often do you visit there?

d. Do you have a blog?

I. What do you think about blogging?

II. What do you do with blog?

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Data analysis

UGCPGC

α material

Negative opinion

γ material

β material

Positive opinion

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Identifier Gender Age Student Status Average Time Spend Using Internet

A Male 23 Graduate 4

B Male 21 Undergraduate 6

C Male 29 Graduate 6

D Female 27 Graduate 7

E Female 24 Graduate 1.5

F Female 25 Graduate 5

G Female 21 Undergraduate 2

H Male 21 Undergraduate 1.5

I Male 23 Graduate 4

J Male 22 Undergraduate 2

K Male 28 Graduate 2

L Female 22 Undergraduate 3

M Female 23 Graduate 4

N Female 20 Undergraduate 3

O Female 25 Undergraduate 8

P Male 20 Undergraduate 2

Q Female 20 Undergraduate 3

Major Online Activities

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Participants Number

Online games B, H, L, O,P, Q 6

Reading sports news A,C,H,I,J,O,P 7

Online shopping B,D,G,K,L,N,O,P 8

Reading news A,C,D,G,I,J,K,L,M,O,P,Q 12

Watching videos on YouTube A,B,E,G,H,I,J,M,M,O,P,Q 12

Blogging A,B,D,F,G,H,I,J,L,M.O 11

E-mailing All participants 17

Searching interests on Google All participants 17

Finding

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RQ1: What kinds of Web sites do consumers rely on when they try to get information about a product?

RQ1: What kinds of Web sites do consumers rely on when they try to get information about a product?

Answer: YouTube, Blogs, and discussion boards. Answer: YouTube, Blogs, and discussion boards. ???

Interview sessions

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Finding

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RQ2: Do consumers deem the product or brand information they find in UGC more trustworthy than information they find in PGC?

RQ2: Do consumers deem the product or brand information they find in UGC more trustworthy than information they find in PGC?

Answer: Yes, UGC is more trustworthy than information they find in PGC.

Answer: Yes, UGC is more trustworthy than information they find in PGC.

Conclusion

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1. Participants voice more trust in UGC than PGC.

1. Participants voice more trust in UGC than PGC.

2.The trustworthiness attributed to UGC remains similar, regardless of positive or negative information.

2.The trustworthiness attributed to UGC remains similar, regardless of positive or negative information.

3. Opinion leaders have an affinity for media and are themselves are influenced by media.

3. Opinion leaders have an affinity for media and are themselves are influenced by media.

Reflection

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This study offers clear explanation about analysis.

Reflection

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Thank you for your listening.