RESEARCH PROJECT BAPTISTE CHAUSSIGNAND.pdf


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DECLARATION ................................................................................................................... 4
THANKS ............................................................................................................................ 5
1.

INTRODUCTION.......................................................................................................... 6

2.

BACKGROUND TO THE RESEARCH............................................................................... 7

3.

IDENTIFICATION OF THE RESEARCH GAP AND RESEARCH QUESTION ........................... 8

4.

LITERATURE REVIEW .................................................................................................. 9
4.1 ELEMENTS INFLUENCING THE VIDEO SATISFACTION ........................................................................... 9
4.1.1 Visual design & Satisfaction .................................................................................................................. 9
4.1.2 Music effects & Satisfaction: ............................................................................................................... 10
4.1.3 Fashion identity & Satisfaction: ........................................................................................................... 11
4.1.4 Athletic performance & Satisfaction: .................................................................................................. 12

4.2 SATISFACTION:...................................................................................................................... 13
4.3 SOCIAL NORMS CONFORMITY: .................................................................................................. 14
4.3.1 Buzz effect: .......................................................................................................................................... 15

4.4 TRUST IN THE MESSAGE: .......................................................................................................... 16
4.5 PURCHASE INTENTION: ........................................................................................................... 17
4.6 THEORICAL FRAMEWORK ......................................................................................................... 18

5.

METHODOLOGY ....................................................................................................... 20
5.1 PILOT TEST ........................................................................................................................... 20
5.1.1 Reliability : ........................................................................................................................................... 21
5.1.2 Factor analysis ..................................................................................................................................... 21

5.2 NEW MODEL: ....................................................................................................................... 28
5.3 PANEL – SEGMENTATION ........................................................................................................ 29
5.4 QUESTIONNAIRE ORGANIZATION AND MEASUREMENT TOOLS ........................................................... 29
5.5 DATA PREPARATION ............................................................................................................... 30
5.5.1 Cleaning ............................................................................................................................................... 30
5.5.2 Code book ............................................................................................................................................ 30

6.

ANALYSIS AND RESULTS ........................................................................................... 32
6.1 DESCRIPTIVE ANALYSIS ........................................................................................................... 32
6.1.1 Media: ................................................................................................................................................. 32
6.1.2 Gender: ................................................................................................................................................ 33
6.1.3 Age: ..................................................................................................................................................... 33
6.1.4 Education: ............................................................................................................................................ 34
6.1.5 Revenue: .............................................................................................................................................. 34

6.2 CONTINUOUS DATA................................................................................................................ 35
6.2.1 Reliability ............................................................................................................................................. 35
6.2.2 Factor Analysis..................................................................................................................................... 37
6.2.3 Continuous Descriptive / Skewness and Kurtosis Test ......................................................................... 38

6.3 TEST FOR PROPOSITIONS ......................................................................................................... 39
6.3.1 Correlation: spearman for non parametric data ................................................................................. 39
6.3.2 Regression Analysis ............................................................................................................................. 42
6.3.3 Compare Mean : Kruskal-Wallis Test ................................................................................................... 46

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