Chapter 4

• 4 Methodology
• 4.1 Research Model
• 4.2 Questionnaire Development
• 4.3 Operationalization
• 4.4 Data Collection

4.1 Research model

The problem definition in this thesis has to be tested through hypotheses. A hypothesis is an 'assumption that needs to be proven' (Cooper et al., 2003). A possibility is the survey research. A survey needs a relative large amount of similar research objects where a lot of statistical information needs to collect and be processed of a particular amount of characteristics (Cooper et al., 2003). The important things are the amount of objects and the similarity of these objects. Interesting is the fact that when the research objects consists out of humans, the research should focus on the attitude (Cooper et al., 2003). This is very appropriate for the research on the eWOM's receiver's (research object) intention to purchase online.

The reason to choose a survey is because of the conceptual model which is able to show the variables' influence on the purchase process. According to Malhotra and Birks (2003) a minimal of 200 respondents are necessary to give a proper and representative view for this kind of research. The research will not be able to say anything about differences or comparences between countries. The research is aimed on the Internet user whether this an Internet user out the United States of America or the Netherlands.

I will choose for a quantitative research where a couple of constructs (i.e., eWOM, Information Source, Motivation, Opportunity, Ability, Purchase) will be examined. These constructs are chosen from existing journals which have been validated.