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Phenomenon, Literature, and Theoretical Sensitivity

Phenomenon, Literature, and Theoretical Sensitivity. Professor Su Chenting Department of Marketing City University of Hong Kong July 28, 2011. One Question: How to Be a Good Researcher?. We observe two types of data: --Data from practice --Data from literature

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Phenomenon, Literature, and Theoretical Sensitivity

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  1. Phenomenon, Literature, and Theoretical Sensitivity Professor Su Chenting Department of Marketing City University of Hong Kong July 28, 2011

  2. One Question:How to Be a Good Researcher? • We observe two types of data: --Data from practice --Data from literature • Why we cannot make new sense of the data while others can? --Theoretical sensitivity

  3. Some Analogy inPoem Writing • 潮平两岸阔，风正一帆悬 -- 王湾 • 星垂平野阔，月涌大江流 -- 杜甫 • 野桥经雨断，涧水向田分 -- 刘长卿 • 风鸣两岸叶，月照一孤舟 -- 孟浩然 • 疏影横斜水清浅，暗香浮动月黄昏 -- 林和靖 • 深秋帘幕千家雨，落日楼台一笛风 -- 杜牧 • 磬短山乌静，日低僧影孤 -- 岭南居士

  4. Theoretical Sensitivity • Definition --Theoretical sensitivity refers to a personal quality of the researcher. --It refers to the attribute of having insight, the ability to give meaning to data, the capacity to understand, and capability to separate the pertinent from that which isn’t. --All this is done in conceptual rather than concrete terms. It is theoretical sensitivity that allows one to develop a theory that is grounded, conceptually dense, and well integrated

  5. Theoretical Sensitivity Sources of Theoretical Sensitivity • Research literature • Professional experience if one is fortunate to have had such experience • Personal experience • Aim to discover and think about differences, variations

  6. Theoretical Sensitivity Literature • To sensitize you to what is going on with the phenomenon you are studying Trust research: --dynamics of trust; trust in a circle; trust diffusion (trust chain); trust perception match International channel performance: --legitimacy-Institutional theory

  7. Theoretical Sensitivity Professional experience • Advantage -- e.g. a salesman has rich knowledge base and insight available to draw upon • Disadvantage -- can also block you from seeing things that have become routine or ‘obvious’

  8. Theoretical Sensitivity Personal experience • Advantage – for understanding • But we need to careful not to assume that another’s experience is similar to ours • Aim always to think about and discover differences, variations

  9. Several Caveats • Consider alternative interpretations • Consider the boundary of your theory • Consider whether an interpretation opposite to yours can be made from the same data (one way to take up the ‘falsifiability’ principle, in interpretative and qualitative research)

  10. Social presence Values from online brand community ·Functional Value ·Relational Value ·Image Value ·Entertainment Value ·Financial Value Individualism/collectivism Promoting Online Brand Community by Offline Social Presence: Moderating Effect from Individualism/collectivism Online Brand Community Identification

  11. Brand Community Participation ·Online (more vs. less) ·Offline (yes vs. no) Member friendship in online community Collective Self-esteem from community Brand Community Identification Community value identification Member personality: Independent vs. dependent The Antecedents of Brand Community Identification: the Moderating Roles of Social Presence, Participation and Personality Social Presence From Offline Brand Community

  12. Offline Activity Frequency Offline Activity Evaluation • Perceived Offline Friendship Information Value Brand Community Identification Social Value Online Friendship Hedonic Value Reputation Value

  13. Member Interaction Moderator (+) ·Duration ·Similarity Cost Co-reduction Problem Solving Brand Community Identification E-friendship Social Communication Moderator (-) ·Asociality Entertainment E-friendship Embedded in Brand Community Context

  14. Social Presence of Community Website Online Interaction Online Friendship Economic Interaction Instrumental Friendship Online Brand Community Identification Functional Interaction Emotional Friendship Social Interaction Friendship Embedded in Online Brand Community Context

  15. Social Presence WOM Trust Online Interaction Economic Interaction Brand Community Commitment Online Friendship Functional Interaction Social Interaction Sense of Yuanfen Altruistic Intention Online Friendship Embedded in Brand Community Context: Evidence from China

  16. Social Presence WOM Credibility Online Interaction Cost reduction Brand Community Commitment Online Friendship Problem solving Entertainment Sense of Yuan Reciprocity Online Friendship Embedded in Brand Community Context: Evidence from China

  17. Online Trust Social Presence Online Brand Community Commitment Online Interaction Quality Online Friendship Sense of Yuan Reciprocity Control variables Solitude; tenure; Product Involvement Control variables Group Norms; Information value Becoming Friends in Online Brand Community: Evidence from Chinese Mobile Phone Forums

  18. Online Trust Social Presence Online Brand Community Commitment Online Interaction Quality Online Friendship Sense of Yuan Reciprocity Some Preliminary Analysis of the Model Old model RMSEA=0.081 CRI=0.91 NNFI=0.90 (red means n.s.)

  19. Online Trust Social Presence Online Brand Community Commitment Online Interaction Quality Online Friendship Sense of Yuan Reciprocity The Modified Model New model RMSEA=0.069 CRI=0.93 NNFI=0.92

  20. Q&A Thank you!

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