VALIDITY: Most of the studies examine the impact of WOM messages by manipulating them in an experimental setting (Cheung, Lee,

Thadani, 2009; Zhang, Craciun, Shin, 2010). Current study adopts this approach in examining the impact of eWOM on consumers purchase intentions (Cheung, Thadani, 2010). The survey was employed to measure the CNFU of the participants. Given the electronic nature of the eWOM, an experiment was conducted in an online setting to increase the external validity of the experiment. The required sample size for the research was estimated based on the requirements of the ANOVA technique that was chosen for the model testing. The sample size for this technique relates to the individual group sizes and not the total sample size (Hair et al., 2010). The recommended minimum sample size for ANOVA is 20 respondents per cell, which results in 160 respondents per eight groups. Due to the restricted time of the project and the limited resources, we were only able to obtain a sample of 120 respondents, resulting in 15 observations per cell. Since the study employs only one dependent variable, a smaller than recommended sample size is not critical (Hair et al., 2010). Therefore, CNFU scale is an optimal measure for the purpose of the current study. However, CNFU scale consists of 31 items and takes too long to administer. Taking into account complex design of the proposed experiment and the time limitations of the current research, short-form version of the original CNFU scale will be used - CNFU-S scale. This scale was developed by Ruvio (2008) and exhibits the same nomological validity as the original CNFU scale. The items of the scale are measured on the 5-point Likert scale (1 = Strongly disagree , 5 = Strongly agree ) and are listed in the Appendix 3. Factor analysis and scale analysis were performed to assess the validity and reliability of the scales. To be able to proceed with factor analysis a few conditions have to be met (Hair et al. 2010). The sample should not be less than 50 respondents, factor analysis can be performed only for metric variables and there should be conceptual underlying factor structure. Current study meets all of the above assumptions. Even though we have tried to maximize the external validity of the experiment to the extent that it was possible, there is an issue to consider. We tried to investigate the effect of positive and negative eWOM on purchase intention and designed the scenarios that included only one of those two types of eWOM. In real eWOM such situation is unlikely because often the threads of online product reviews contain messages of mixed valence and thus the effect of need for uniqueness on processing of the real eWOM may be more complex and ambiguous. However, we did undertake steps to achieve as high external validity as possible: the survey was distributed and administered online to assure the resemblance of it with the exposure to real life eWOM.

http://www.antondreesmann.nl/pdf/natalyapermyakova.pdf