Status Experiments

1
Status Experiments

• October 2007 Bayreuth Meeting

• Thijs Broekhuizen
• Debra Trampe
• Wander Jager
• (Mirjam Tuk starts in January 2008)

2
What has been done/decided?

• Experimental setup 1st round effectiveness of
  eBay score, friends experiences and hearsay
  (rumors)
• 4 products
• Homogeneous, cheap Lonely Planet Thailand
• Homogeneous, expensive new television
• Heterogeneous, expensive old television (gt2
  years old)
• Heterogeneous, cheap second-hand coffeetable

Which reputation is most effective in reducing
risk, promoting trust, and increasing purchase
intentions?
3
What has been done/decided?

• Experimental setup 2nd round effectiveness of
  photos eBay score
• 2 or 4 products/2 categories
• Homogeneous, cheap Lonely Planet
• Heterogeneous, expensive Second-hand
  mountain-bike

Can a good eBay score make up for a bad photo,
and does this depend on product category?
4
What has been done/decided?

• Website achievements
• Online presence
• Login procedure
• Platform building ?? Excel file (research
  control)
• Translations
• Lay-out improvements/fast loading/professional
  look/back button
• Functionality (e.g., no underbidding possibility)
• Questionnaire after each bid

5
What needs to be done?

• Website goals for Spain
• Confrontation with 4 possible outcomes (almost
  done)
• perfect/too late/damaged/not delivered at all
• Tracking of individual respondent behavior
• How long/which pages/which clicking/amount of
  final bid
• Increasing reliability of website (!!)

6
What needs to be done by Groningen?

• Administrative tasks
• Finalizing Excel file/questionnaire (99 done)
• Checking neutrality of product descriptions and
  photos in the first round of experiments
• Pilot test (15 respondents)
• Installing Firefox/gathering at least 60
  respondents
• Introduction guide/test case

7
When ready?

• AS SOON AS POSSIBLE!
• Hopefully, pilot test in October 2007 1st
  Experiment in November 2nd in January 2008
• Results February-May 2008
• EU Report Setup Experiment Design ? January
  (21?) 2008

8
Thank you for your attention