Menu
Home
Log in / Register
 
Home arrow Engineering arrow Measuring Electronic Word-of-Mouth Effectiveness: Developing and Applying the eWOM Trust Scale
Source

Return Rate

Within the assessment period, 1,131 panellists accessed the online survey. On each day, invitations were sent to a fresh sample of individuals who had the desired characteristics of the missing quotas. In total, about 1,500 invitations were sent. 369 respondents were screened out due to low familiarity with online customer reviews, while the access to the survey was denied to 177 panellists because of already-full quotas. 27 individuals aborted answering the questions in the course of the survey. No specific exit pattern could be identified. The survey’s overall response rate was (approximately) 37 %. From the 558 persons who completed the questionnaire, data of 32 panellists were later excluded from further analysis because of poor data quality (e.g., abnormalities in time used to answer the questionnaire, applied answering heuristics) resulting in 269 (Austria) and 257 (Germany) usable questionnaires.

Sample Description

Table 17 shows the composition of the final sample. The Austrian (German) survey participants were similar to the Austrian (German) Internet population in terms of gender and age groups. Therefore, representativeness of the sample is assumed. For further analysis, the data obtained from the two countries was pooled. Table 18 provided further insight into the sample characteristics.

Age (yrs)

Total Sample (n=526)

Austria

Germany

Internet Population1

Sample

(n=269)

Internet

Population2

Sample

(n=257)

male

female

male

female

male

female

male

female

male

female

16-24

52

44

27

22

25

22

%

9.9%

8.4%

9.0%

8.8%

10.0%

8.2%

10.4%

9.6%

9.7%

8.6%

25-34

48

49

27

31

21

18

%

9.1%

9.3%

10.3%

10.5%

10.0%

11.5%

8.8%

8.1%

8.2%

7.0%

35-44

63

63

26

28

37

35

%

12.0%

12.0%

11.2%

10.9%

9.7%

10.4%

14.2%

13.1%

14.4%

13.6%

45-54

57

55

31

29

26

26

%

10.8%

10.5%

11.6%

10.0%

11.5%

10.8%

9.3%

8.6%

10.1%

10.1%

55-74

54

41

29

19

25

22

%

10.3%

7.8%

10.5%

7.2%

10.8%

7.1%

9.3%

8.6%

9.7%

8.6%

Sum n

274

252

140

129

134

123

Sum %

100%

100%

100%

100%

100%

Sources: 1 = Statistik Austria (2012); 2 = Statistisches Bundesamt (2014)

Table 18: Respondent Characteristics of Study 4

Sample Characteristics

Total Sample (n= 526)

Austrian Sample (n= 269)

German Sample (n= 257)

Gender

Female

252 (47.9%)

129 (48.0%)

123 (47.9%)

Male

274 (52.1%)

140 (52.0%)

134 (52.1%)

Age

Range

16 - 74

16 - 74

16 - 73

Median

39.0

39.0

39.0

Mean

40.0

40.0

40.0

SD

13.9

14.2

13.6

Education

Compulsory school

29 (5.5%)

23 (8.6%)

6 (2.3%)

Junior high school; Professional school

220 (42.0%)

107 (39.8%)

113 (44.0%)

High school

141 (26.8%)

86 (32.0%)

55 (21.4%)

University; College

134 (25.5%)

52 (19.3%)

82 (31.9%)

Other

2 (0.4%)

1 (0.4%)

1 (0.4%)

Sample Characteristics

Total Sample (n= 526)

Austrian Sample (n= 269)

German Sample (n= 257)

Profession

Student

69 (13.2%)

34 (12.6%)

35 (13.6%)

White-collar worker; Public servant

240 (45.6%)

117 (43.5%)

123 (47.9%)

Blue-collar worker

46 (8.7%)

17 (6.3%)

29 (11.3%)

Self-employed

59 (11.2%)

33 (12.3%)

26 (10.1%)

Retiree

52 (9.9%)

33 (12.3%)

19 (7.4%)

Unemployed

40 (7.6%)

24 (8.9%)

16 (6.2%)

Other/Rather not say

20 (3.8%)

11 (4.0%)

9 (3.5%)

Net Monthly Income

< 500 EUR

34 (6.5%)

21 (7.8%)

13 (5.1%)

501 - 800 EUR

41 (7.8%)

22 (8.2%)

19 (7.4%)

801 - 1,100 EUR

52 (9.9%)

22 (8.2%)

30 (11.7%)

1,101 - 1,400 EUR

59 (11.2%)

31 (11.5%)

28 (10.9%)

1,401 - 1,700 EUR

69 (13.1%)

36 (13.4%)

33 (12.8%)

> 1,700 EUR

170 (32.3%)

77 (28.6%)

93 (36.2%)

Rather not say

101 (19.2%)

60 (22.3%)

41 (16.0%)

Marital Status

Single

152 (28.9%)

81 (30.1%)

71 (27.6%)

Married; Living in a relationship

305 (58.0%)

151 (56.1%)

154 (59.9%)

Divorced; Separated; Widowed

57 (10.8%)

31 (11.5%)

26 (10.1%)

Rather not say

12 (2.3%)

6 (2.3%)

6 (2.3%)

Passive Review Experience

Median

4.5

4.2

4.3

Mean

4.3

4.3

4.5

SD

1.1

1.2

1.1

Active Review Experience

Median

2.6

2.6

2.7

Mean

3.0

3.0

3.0

SD

2.0

1.9

2.0

 
Source
Found a mistake? Please highlight the word and press Shift + Enter  
< Prev   CONTENTS   Next >
 
Subjects
Accounting
Business & Finance
Communication
Computer Science
Economics
Education
Engineering
Environment
Geography
Health
History
Language & Literature
Law
Management
Marketing
Mathematics
Political science
Philosophy
Psychology
Religion
Sociology
Travel