The purpose of this report is to apprehend the influence of electronic word of mouth from social media platforms such as Facebook, Instagram on consumers purchasing behaviour in Hong Kong. The report focuses on the market of recreational sports such as scuba diving and how electronic word of mouth impacts on the purchasing decision of people in Hong Kong.
Word of mouth is a mode of interpersonal communication among consumers who share their views and opinions regarding the purchased products and services (Berger 2014). The advancement in technology and popularity of social media platforms has heavily influenced this traditional communication tool and has evolved into electronic word of mouth. In the subsequent discussion the impact of electronic word of mouth on consumers purchasing decision in Hong Kong in relation to choosing service provider will be determined, specifically in the market of recreational sports such as scuba diving.
Questionnaire on the Impact of Electronic Word-Of-Mouth on the Purchasing Decision Making Of People in HK In Relation to Scuba Diving
- Do consumers rely on eWOM as a pivotal source of information for guiding them in their purchasing decision for scuba diving?
- Are electronic word of mouth true and reliable? Do they represent the true value of different service providers?
- Do social media platforms such as Instagram, Facebook, and Twitter affect consumer decision on scuba diving? Do different online platforms have the same reviews on the particular service provider or are they contrasting?
- Does online customer reviews and feedback affect consumer decision on the service provider to choose for scuba diving? Are the reviews and recommendations updated? Are they consistent from different individuals about a particular service provider?
- Which gender is more influenced by eWOM on the service provider to choose for scuba diving?
- Which age range is more influenced by eWOM on the service provider to choose for scuba diving?
- Does the brand as passed by different social media platforms and media houses have an effect on consumer choice for a service provider for scuba diving?
- Do marketers influence consumers in their scuba diving purchasing decision?
- Do the more positive reviews about a particular service provider increase the purchasing decision of a consumer and vice versa?
- Do previous customers’ recommendations and reviews affect customer buyer behavior for scuba diving about age and gender?
- Between male and female, who are more inclined to getting information for scuba diving through eWOM?
- Does information obtained from social media, blogs, and company websites have a direct relation to age and gender in relation to decision-making?
- Are consumers misguided by eWOM in choosing a service provider for scuba diving?
- Between social media platforms, blogs, media houses, company websites and word of mouth, which is more selling to consumers?
- Do consumers trust the opinions and reviews posted by other customers online? Does the reception of opinions and recommendations depend on age and gender of the sender?
- Is price, location, security and other benefits available online for various scuba diving service providers? Are they consistent from one online platform to the other?
- Is it possible for a consumer to judge a service provider based on eWOM? Should they seek for further convincing like calling or visiting the service provider in person?
- Is quality and safety guaranteed in scuba diving from eWOM?
- Are the previous customers’ opinions and recommendations about specific service providers bias free?
- Does the amount of time a consumer spends online have a relationship with the choice of the scuba diving service provider?
- Is eWOM easy and efficient in choosing a service provider for scuba diving? For example, can any customer of any age, education or background be able to comprehend the information provided?
- Do specific service providers attract more customers thorough eWOM such as company websites, blogs, online recommendations and reviews as well as social media.
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