Impact of social media on users’ purchase & referral intention in travel indusrty in Kuwait,
– write chapter 4 which is about analayzing the data collected from my questionnare.
– Analysis must be done by SPSS .
– Instructions for this chapter and data files are attached.
CHAPTER 4: DATA ANALYSIS, FINDINGS AND DISCUSSION
A short introduction describing this chapter (5-6 lines)
4.2 DESCRIPTIVE ANALYSIS
-Includes description of the collected data. Here, you may want to start with the reliability test for the data collection instrument (questionnaire) by reporting Cronbach alpha. Then show the relevant Histograms, Frequency tables (e.g. Pie Chart), etc and you should also comment on the results(describing the sample).
Descriptive analysis of the respondent’s demographics data
4.3 INFERENTIAL DATA ANALYSIS
This section is about testing the Hypotheses(mentioned in the last pages). All p-valueshave to be mentioned and reported for each test. You should comment and justify why you rejected or fail-to-rejected a particular hypothesis.
Sometime, you may not have any option but to use the descriptive analysis to answer the research questions(mentioned in the last pages). It can happen, but you have to mention that the results still can only be valid for the sample and can only be generalized for the population with the proof that the sample size/selection has little effect on the results.
Analysis of the studied variables using many statistical tools (cross tabulation, correlation, regression analysis, one-way ANOVA and T-tests).
4.4 DISCUSSION AND FINDINGS
You have to compile and link the results with research objectives(mentioned in the last pages), in order to answer the research questions. To support your findings, you must also refer to the literature in chapter 2. Do not forget that this chapter is your own ground, i.e. you should use your own language and opinion in the interpretation of the results with the support of the literature. It is also about benchmarking your results with respect to the results and the finding from the other literatures. There is a need to ascertain whether your findings are in conformity or contradiction with the extant literature and give further explanation why this is so.
4.5DISCUSSION OF THE FINDINGS (IN TERMS OF THE CONTEXT OF KUWAIT)
This section is part of the Country Relevant Topic. It should link the research topic to the macro contextual framework of the thesis described in Chapter 2. It should also contain a discussion about the implications of the research findings on the macro contextual framework.
Length of this section: 450 to 900 words.
Hypothesis 1 (The Hedonic Motivations and Participation Hypothesis).
Hedonic motivations are positively related to participation behavior.
Hypothesis 2 (The Hedonic Motivations and Browsing Hypothesis).
Hedonic motivations are positively related to browsing behavior.
Hypothesis 3 (The Utilitarian Motivations and Participation Hypothesis).
Utilitarian motivations are negatively related to participation behavior.
Hypothesis 4 (The Utilitarian Motivations and Browsing Hypothesis).
Utilitarian motivations are positively related to browsing behavior.
Hypothesis 5 (The Participation Effects Hypotheses).
Participation behavior is positively related to purchase intentions.
Hypothesis 6 (The Participation Effects Hypotheses).
Participation behavior is positively related to referral intentions.
Hypothesis 7 (The Browsing Effects Hypotheses).
Browsing behavior is positively related to purchase intentions.
Hypothesis 8 (The Browsing Effects Hypotheses).
Browsing behavior is positively related to referral intentions.
• Understand the users’ behaviour when and after using different social media platforms.
• Determine the relationship between the social media and the travel industry.
• Determine the use of social media in Kuwait.
• Find out how the travel industry in Kuwait is affected by the use of social media.
• Investigate which social media platforms are being utilized during the information sourcing stage of travel purchase and planning decision-making process.
• What is the impact of using social media on purchase and referral intentions of users in the travel industry in Kuwait?
• How do travelers organize their trips nowadays?
• Is social media an essential part of their process of buying a trip?
• Why do travelers use social media?
• How do people use the social media platforms when they are willing to find particular information about travel?
• How is social media utilized and what are its effects on users’ behaviours?
• What impact does social media have on the travel planning process?
• How do social media affect people’s final decisions (referral/ purchase)?
• Which form of information do people prefer to get through the information sourcing process (pictures, videos, reviews)?
• To what extent do people give to personal sources versus impersonal sources and, what is more, valuable to them?
• What are the critical aspects of social media that affect the intention to purchase and pass on information?
RespondentID CollectorID StartDate EndDate LastName Custom Data What is your gender? Age group : Nationality : Educational level : What is your favorite social media platform? ( You can choose more than one answer) For how long have you been using your favorite social media platform? How often do you log in to check your favorite social media platform? What is the average time spent using social media pages per day? Why do you use social media?
( You can choose more than one answer) What kind of products would you purchase through Social Media platforms?
( You can choose more than one answer) What is the preferred information source for travel planning?
( You can choose more than one answer) I enjoy passing the time in the social media community Using the community is truly a joy Compared to the other things I could have done, being in the community is truly enjoyable I enjoy using the community for its sake, not just for travel information I find Purchasing travel online (social media) is more exciting than purchasing offline (travel agency) Viewing other travelers’ photographs, videos, comments, and reviews on travel destinations and products is entertaining Success in the community is finding what I am looking for The community helps me with travel planning I like to get in and out the community with no time wasted Online Reviews made it easier for me to make the purchase decision. (e.g., purchase or not purchase). Using this online community helps me to organize travels in a more efficient way. In social media, there are both positive and negative comments on the products, and it allows more critical thinking on the purchase decision. In mass media, only the positive side is shown. I participate actively in the community activities (for example by posting to the page or commenting other’s posts) I use to contribute to the community I usually provide useful travel information to other community members I post messages and responses in the community with great excitement and frequency I always share my pictures, comments, and reviews with my network I like to browse the community for ideas I use the social media platforms frequently to search for travel information I read comments/recommendations/ reviews on social media to find information on travel destinations. I view videos on social media to find information on travel destinations. Sometimes I change my initial purchase preference after searching relevant information via social media sites I intend to search for trips available in this community shortly. It is likely that I will buy a holiday trip that is recommended in the community I intend to buy services/products offered in this community shortly. After some time of thought, I buy one or more products that I have browsed on Social Media sites Some of my recent purchases were based on information that I found via Social Media sites I plan to recommend my favorite page on the social media to other people If friends and relatives were to search for travel products or services, I would likely recommend the ones offered in this community. I will send invitations to my friends to join a group of a product/brand on a Social Media site When I see a product I like on a Social Media website I use a “Like” or “+1” function to show my appreciation I would say positive things through a Social Media website about products or services I like
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