• Proceedings of the Korea Inteligent Information System Society Conference
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• 2005.11a
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• pp.177-182
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• 2005

본 논문은 유비쿼터스 컴퓨팅 환경에서 기업의 마케팅 전략의 일환으로 RFID를 이용한 구전 마케팅과 이를 용이하게 하는 비즈니스 모델을 제안한다. 이를 위해 기존의 연구를 토대로 소비생활에 있어 구전 커뮤니케이션이 미치는 영향과 구전 마케팅에 대한 기업의 의식 변화 그리고 이를 수행하는데 있어 기업이 갖는 어려움을 살펴보았다. 본 논문에서 제안하는 비즈니스 모델은 RFID를 이용하여 기업과 소비자, 소비자와 소비자간의 seamless한 networking을 가능하게 하며, 각 경제 주체의 인센티브(incentive) 체계를 이용하여 기업의 구전 마케팅을 용이하게 한다.

• Journal of Global Scholars of Marketing Science
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• v.6
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• pp.313-337
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• 2000

오늘날 병원마케팅에서 간호서비스는 병원 내 어느 전문직보다도 가장 많은 시간을 고객인 환자와 합께 나누며 환자의 욕구 충족을 위하여 고도의 분업화된 제반 부서들간의 활동을 조정하고 융화시키는 역할올 통하여 환자들이 지각하는 병원서비스의 만족도에 종요 한 부분을 차지하고 있으므로 병원마케팅의 전략적 초점으로 전환될 필요가 있다. 의료 서비스는 특성상 전문성이 강해서 정보가 소비자에게 공유되지 못하고 있으며 비영리조직이라는 인식하에 의료 서비스에 대한 광고를 제한합으로써 실제적으로 소비자에게 필요한 의료 관련 정보들마저도 제한을 받는 경우가 많이 있다. 그리고 의료서비스의 무형성, 비분리성, 이질성, 소멸성의 특성으로 어떠한 의료 서비스를 이용할 것인지해 대한 결정을 고객이 하기 어렵기 때문에 오늘날 의료 소비자들이 의료제공 기관을 선택 할 때는 밑올만한 다른 사랑의 추천에 크게 의존하고 있는 것으로 알려져 있으며, 국내의 연구에서도 의료소비자들이 병원을 선택하는 주된 정보 획득 원천이 주변의 제 3자인 것으로 알려져 있다. 이러한 정보 전달에 구전 커뮤니케이션이 주요한 제3자적 억할을 한다. 이러 한 관접에서 불 때 의료 소비자둘 사이의 구전 커뮤니케이션은 마케 팅 전략상 매우 종요하 며 마케팅 관리측면에서 의료 소비자들의 구전 커뮤니케이션 형태톨 파악하는 것은 매우 중요한 일이라고 할 수 있다. 이에 본 연구는 구전 커뮤니케이션의 내용 및 경로 그리고 유형을 파악하고 이들 유형간 의료서비스의 만족도를 알아봄으로써 효파적인 병원 마케팅 전략을 수립하는데 필요한 자료를 제공하고자 한다. 본 연구의 결과를 증합해 보면 의료소비자들이 연령 성별 학력, 소득, 직업, 주거지가 비슷한 사람과 구전이 활발하게 일어냐는 것을 파악 할 수 있어 특히 상업적 광고가 제한 된 병원의 마케팅 전략에 oH우 유용한 것이 훨 수 있다. 또한 불만족한 소비자일수록 발신 자적 입장에 서서 주위의 사람들에게 활발한 구전 활동을 수행하고 었음을 알 수 있다. 이 는 의료 소비자들이 만족한 경우보다는 불만족한 경우에 더욱 구전을 수행하려는 의지가 강해짐올 시사한다. 따라서 병원은 소비자들의 불만을 감소시키기 위해 노력해야 한다. 특히 의료인의 친절함이 가장 많이 구전이 되는 것을 알 수 있었는데 의사나 간호사는 치료 나 간호의 직접적인 제공자로서 의료 소비자들의 만족도에 중요한 영향을 미치므로 의료소 비자들의 요구에 부응하는 서비스를 충족시켜 줄 수 있도록 노력해야하며 이러한 바탕 위에 병원마케팅 전략이 수립되어야 할 것이다.

• The Journal of the Korea Contents Association
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• v.6 no.3
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• pp.75-84
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• 2006

The internet has the capabilities of supporting and facilitating several forms of consumer interaction including one-to-one, one to many, or many-to-many interactions. Especially, previous studies revealed that the Online Word-of-Mouth communication is widely used as a source of customer's information seeking and purchase decision making. Even with this importance of the Online Word-of-Mouth communication on internet, few research has systematically addressed the issue. This study investigates the effect of interpersonal communication on consumers' information search activities and develops a model that depicts the key antecedents and mediating variables of interpersonal communication in internet shopping environment. The results are as follows: First, choice uncertainty, perceived risk, and knowledge uncertainty play an important role for perceived usefulness. Second, perceived usefulness has directly affected interactive communication of consumers' communication style. Thus, it is essential for internet companies to find ways to encourage their customers to engage in word-of-mouth communication.

• Management & Information Systems Review
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• v.34 no.1
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• pp.81-101
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• 2015

This study considered eWOM communication not as persuasion process but as diffusion process and identified factors affecting eWOM spread. eWOM diffusion process can be divided into initial transmitting process and retransmission process. The current study analyzed the effects of informational traits(level of agreement, vividness, neutrality) of eWOM on the intention to retranmit eWOM and moderating effect of eWOM involvement. Research sample was gathered from young people because they are familiar with online communication process. Statistical analysis showed informational traits of eWOM all had a significant effects on the credibility of eWOM, credibility of eWOM influenced on the intention to retransmit eWOM significantly, and eWOM involvement moderated the relation between information traits of eWOM and the intention to retransmit eWOM. And then academic and managerial implication was discussed based on these findings.

• Journal of Digital Convergence
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• v.14 no.7
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• pp.117-126
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• 2016

This study focuses the importance of relation between information attributes and communication of internet user. The author is to clarify how to communicate in internet environment and word-of-mouth as a result of social influence among internet user take place in relation to information attributes. The main findings are that comprehensive ease, relevance and novelty among information attributes positively influence reciprocal communication, reciprocal communication positively influences internalization and conformity, and those positively influence word-of-mouth communication.

• Journal of Digital Convergence
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• v.14 no.10
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• pp.241-252
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• 2016

The purpose of this study is to explain the word-of-mouth communication that evolve differently from traditional marketing communications using existing mass media in an environment of the flooding of new products. In particular, people use digital devices as internet users and various communication is activated in blogs and communities. It is expanding that companies use market maven as a facilitator of communication. The role of Market maven due to the spread of the Internet seems to be more meaningful for marketing activities. Market maven is a look at how it should study moderate effect on word of mouth of new products. Empirical results show that perceived curiosity and perceived innovativeness of new product has a positive impact on the word of mouth of new product, and was confirmed in a moderate effect of market maven.

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.439-452
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• 2012

This study is to analyse which tourism marketing communication influences on the tourism destination brand equity. Three factors of advertising, publicity, and the words of mouth of tourism destinations were set as tourism marketing communication in order to understand effects of tourism marketing communication on tourism destination brand equity, and tourism destination brand equity was deducted as three factors of brand awareness, brand image, and brand loyalty in order to understand each influential relationship. As a result of empirical analysis, advertising and publicity of tourism destination have positive influence on brand image and words of mouth about tourism destination has positive influence on all brand awareness and brand image. Brand awareness and brand image both have significant effect on brand loyalty, and it was verified that words of mouth about tourism destination among factors of tourism marketing communication has the highest influence.

• The Journal of the Korea Contents Association
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• v.5 no.3
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• pp.19-28
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• 2005

It is true that internet provides consumers with an efficient way to search information with minimal effort and cost, which facilitates better decision making. Especially, previous studies revealed that the online word-of-mouth marketing is widely used as a source of consumers' information seeking and purchase decision making. Even with this importance of the online word-of-mouth communication on internet few researches have systematically addressed the issue. This study investigates the effect of consumers' motives on perceived usefulness of word-of-mouth marketing in online shopping mall contents. The results are as follows: First, choice uncertainty, perceived sacrifice, and social pressure play an important role for perceived usefulness of word-of-mouth marketing. Second, perceived usefulness has directly affected consumers' quality perception. Thus, it is essential for internet companies to find ways to encourage their customers to engage in word-of-mouth communication on their websites.

• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.366-377
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• 2010

As internet and mobile technology brings rapid transformation to this society of information, how relations are conducted between customers have become a critical factor influencing companies. Companies are creating Internet communities based on their brands, encouraging customers to actively form and develop brand communities. Thus, this report proposes a plan to analyze the effectiveness of community activities based on the customers active involvement and how to effectively manage and utilize it. The purpose of this research is to understand the effects on-line brand communities and their characters have on customer behavior. Also, it will study the effects community attitudes have on brand decisions and oral transmission communication when on-line brand communities choose a brand. This report was conducted to survey on-line university students to understand how communities' attitude affects the decision of on-line university brand and oral transmissions when students choose to study at a on-line university. According to research, those factors brought positive responses to character of the brand communities(confidentiality of information, interactivity, convenience, intimacy) and by doing so, on the customer's attitude side, positive results on intention of purchase and oral transmissions can be expected. In addition, the character of the brand communities affects intention of purchase and oral transmission communication. Based on this research, it is possible to propose a marketing strategy that revitalizes brand communities' activities.

• Culinary science and hospitality research
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• v.15 no.3
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• pp.324-343
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• 2009

The purpose of this study is to identify the effect of the risk communication of the food service industry on consumers' psychological response and attitude. The result is as follows. First, as for the relation between risk communication and information reliance, when the recognition of risk communication stability gets higher, information reliance rose; when the recognition of risk gets higher, information reliance rose with higher recognition of morality. Second, as for the relation between risk communication and risk recognition, when the recognition of risk communication stability gets higher, risk recognition rose; when the recognition of risk gets higher, risk recognition rose with higher recognition of environment and the information reliance rose with higher recognition of morality. Third, as for the relation between the information reliance of risk communication and risk recognition, when the information reliance of risk communication gets higher, risk recognition rose.