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Measuring Electronic Word-of-Mouth Effectiveness: Developing and Applying the eWOM Trust Scale

General IntroductionObjectives of the ResearchTheoretical ImportancePractical ImportanceOrganization of the ThesisReview of Literature and Theoretical BackgroundThe Role of TrustThe Concept of TrustOverviewThe Disciplines’ Conceptualizations and Measurement of TrustThe Philosophers’ PerspectiveThe Personality Psychologists’ PerspectiveThe Sociologists’ PerspectiveThe Social Psychologists ’ and Organizational Researchers’ PerspectiveTrust in Intimate Personal RelationshipsTrust in Professional Relationships in OrganizationsEconomic, Business and Marketing PerspectivesTrust in the Economic ContextTrust in the B2B Marketing ContextTrust in the B2C Marketing ContextTrust in the C2C Marketing ContextTowards an Integrated View of Trust ComponentsComponents of TrustTrust Types: Beliefs, Attitudes, and Behavioural IntentionsTrust Elements: Cognitive, Affective and Conative Trust ComponentsTrusting BeliefsTrusting AttitudesTrusting IntentionsRisk-taking BehaviourConditions of TrustConclusionsConceptualization of the Construct, Research Questions and HypothesesEvidence for Generalized eWOM TrustConceptualizing Trust in eWOMConstruct Definition and DomainConstruct CompositionTypes of eWOM TrustDimensions of eWOM TrustElements of eWOM TrusteWOM Trust and Similar ConceptseWOM DistrusteWOM ScepticismCredibilityReviewer CredibilityReview CredibilityAttitude towards Reviews in GeneralOther ConstructsDefinition summarizedResearch Questions and HypothesesConstruct Identification and DimensionalityValidityCriterion-Related ValidityConcurrent ValidityConvergent ValidityDiscriminant ValidityNomological Validity: A Social Shopping - Trust FrameworkeWOM Trust AntecedentsReviewer Altruism and EgoismeWOM Trust CorrelateseWOM Trust ConsequencesReliability and GeneralizabilityGeneralizability to different Online SourcesGeneralizability to individual Customer ReviewsGeneralizability to different Languages and CulturesMeasure ApplicationResearch MethodsIdentification StageSpecification of Content Domain, Construct Definition and DimensionalityGenerating and Judging ItemsExpert Interviews (Study 1)Consumer Interviews (Study 2)Reliability StageResearch InstrumentSample Description and Data Collection ProcedureValidity StageMain Validation Study (Study 4)Research InstrumentMeasurement of eWOM Trust (eWOMTrus)Questionnaire PretestSampling Frame and Data CollectionReturn RateSample DescriptionSupplemental Reliability, Validity and Generalizability Studies (Study 5)Application StageResearch ResultsAssessment of Construct Dimensionality and ConsistencyResults Reliability StageExploratory Factor AnalysisConfirmatory Factor AnalysisMeasurement Model and Goodness-offitReliabilityConvergent ValidityDiscriminant ValidityResults Validity StageExploratory Factor AnalysisConfirmatory Factor AnalysisModel Goodness-of-fitReliabilityConvergent ValidityDiscriminant ValidityMeasure Purification and Model ModificationResults Validity Stage (Modified Model)Model Goodness-of-fitReliabilityDiscriminant ValidityImplications for Construct’s Structure and ContentSupplemental Validity AssessmentsConcurrent ValidityConvergent Validity and Discriminant ValidityKnown-group ValidityPredictive and Postdictive ValidityNomological ValiditySocial Desirability BiasSupplemental Reliability and Generalizability AssessmentsTest-Retest ReliabilityGeneralizability to different Online SourcesScale Finalization and Development of NormsScale Application: Segmenting Online ConsumersSegmenting Consumers on eWOM/Online Ad TrustProfiling the SegmentsDiscussion, Implications and Future ResearchSummary of ResearchConclusions and Discussion of Major FindingsThe Three Elements of eWOM TrustProfiling Recipients of Online Market CommunicationsContribution and ImplicationsLimitations and Directions of Future Research
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