• The Journal of the Korea Contents Association
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• v.11 no.5
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• pp.424-432
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• 2011

Today's wide-spread Internet technology allowed consumers to access much Word-of-Mouth information through an online board. As communication and exchanging information between travelers becomes easier and faster, e-WOM (Electronic Word-of-Mouth) is recognized as one of the most influencing communication methods in today's society. This new trend implies a significant impact to travel industry. This study focuses on interaction between Credibility on e-WOM, brand attitude, WOM acceptance, WOM activity and purchasing intention of travel product. The result of this study suggests: (1) Credibility in e-WOM provides positive effect in brand attitude, (2) Brand Attitude gives positive effect on WOM acceptance, WOM activity and purchasing intention of travel product, (3) WOM acceptance gives positive effect on WOM activity, but it is not effective on purchasing intention of travel product. Regarding e-WOM management of travel agencies through its website or online community, authors would like to argue that travel agencies need to build positive brand attitude based on Credibility in brand, which would lead consumers to positively acknowledge its brand and spread words out to other consumers.

• 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.

• Proceedings of the Korea Society of Information Technology Applications Conference
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• 2007.05a
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• pp.143-154
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• 2007

인터넷이 대중화대면서 온라인 쇼핑이 가능해졌고 구매자들은 인터넷을 통해 구매와 관련 된 경험, 서비스 등을 다른 사람들과 공유할 수 있게 되었다. 인터넷 쇼핑의 특성상 제품을 직접 눈으로 보고 만져 볼 수 없기 때문에 온라인 구전(Online Word of mouth)이 상품 구매 판단의 잣대로 활용되고 있다. 따라서 본 연구에서는 온라인 쇼핑몰에서 구전 정보 특성이 구매자들의 인지된 구전 정보 가치에 영향을 미치는지 실증적으로 분석하였다. 구전정보의 객관성, 관련성, 신빙성, up-to-dateness는 인지된 구전정보가치 즉 구매 불확실성 감소에 긍정적인 영향을 주었다. 구매 불확실성 감소는 온라인 쇼핑몰의 신뢰에 긍정적인 영향을 미쳤다.

• Asia Marketing Journal
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• v.4 no.4
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• pp.51-74
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• 2002

본 연구는 교육시장 환경의 변화로 경쟁적 상황에 처한 대학의 운영방향을 제시하기 위해서 주로 일반 서비스산업에서 서비스 품질 측정에 적용되어 오던 SERVPERF를 기초로 교육 서비스 품질을 확장하여 측정하였다. 또한 대학교육서비스 마케팅모형 구축의 결정요인을 교육서비스 품질, 학생만족, 재입학의도 및 구전효과 등으로 보고 이들 간의 구조적 인과관계를 통합적으로 분석 검토함으로써 대학에게 급변하는 교육환경에 능동적으로 대응하고 경쟁력 있는 양질의 교육 서비스를 제공할 수 있는 대학교육서비스 마케팅 모형을 검증하려는데 그 목적을 두었다. 분석결과 SERVPERF에 기초한 기본모형에 결과 질이 추가된 26개 항목의 교육 서비스 품질 항목확장모형이 우수성이 입증되어 본 연구에서 제시된 SERVPERF의 확장 척도가 일반 서비스 산업 뿐만 아니라 교육 서비스 품질의 측정에도 사용이 가능하다는 것을 입증하였으며 더불어 결과의 질의 중요성을 확인하였다. 또한 전반적 교육 서비스 품질이 학생만족 및 재입학의도와 구전효과 간의 인과관계를 통합적으로 분석한 결과, 전반적 교육서비스 품질은 현대 마케팅의 지향점인 학생만족의 선행변수로서 학생만족, 재입학의도, 구전효과에 직접적인 영향력을 미치고 학생만족은 재입학의도 및 긍정적인 구전효과에 직접적인 영향을 미치며, 재입학의도 또한 구전효과에 긍정적인 영향을 미친다는 인과관계를 확인 할 수 있었다.

• Journal of Digital Convergence
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• v.16 no.11
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• pp.281-288
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• 2018

The current study examined the moderating effect of visual cues in eWOM on the relationship between perceived risk and purchase intention. Specifically, the study tested the different directions of the moderating effect in positive and negative eWOM. Two studies from a 2 (perceived risk: high vs. low) by 2 (visual cue: presence vs. absence) experimental design were used with online subjects. Findings from study 1 (n=123) supported that visual cues in positive eWOM help to reduce the negative effect of perceived risk on purchase intention. However, study 2 (n=122) showed that visual cues in negative eWOM intensify the negative effect of perceived risk on purchase intention. The findings demonstrated that visual cues in eWOM influence consumers' decision under high risk conditions. We discussed findings of this study how visual cues in positive and negative eWOM can be strategically managed for new online sellers.

• The Journal of the Korea Contents Association
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• v.15 no.8
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• pp.53-68
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• 2015

This study analyzed online word-of-mouth information using content analysis to help practical categorization of two-sided eWOM. A total of 402 online consumer reviews on search goods and experience goods were collected. Descriptive characteristics(information direction, length of review line) and content structural characteristics(product benefit types, information presentation methods) were used as analysis criteria. The study results are as follows. First, the types of two-sided e-WOM direction were made of positive/negative, negative/positive, positive/negative/ positive, and negative/positive/negative. Second, the length of two-sided eWOM was longer than the length of one-sided eWOM and blended type accounted for the highest proportion both one-sided and two-sided eWOM at the aspect of product benefit. Third, holistic presentation method was overwhelmingly high in one-sided eWOM, whereas blended and analytic presentation methods were somewhat high in two-sided eWOM. Fourth, holistic presentation method was high in search goods, whereas blended and analytic presentation methods were high in experience goods. Based on these results, implications for two-sided e-WOM study and further research issues were discussed.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.12
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• pp.4928-4934
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• 2010

Dental health care in modern society has gradually been developing with patients'expectation, desire, and medical knowledge according to the changes in the medical industry. Dental marketing strategy is necessary to construct a better dental health environment in order to cope with customers' changes and desire. The purpose of this study was to evaluate the positive comments by word-of-mouth experience, quality of dental clinic service and customer satisfaction among dental patients. The study surveyed 5oo subjects being treated at 6 dental clinics in Seoul and Gyeonggi province. It was conducted from March 22 to April 9, 2010. The subject groups with a positive experience through word - of - mouth who had a perception about the quality of dental clinic service (p<.001) and customer satisfaction (p<.001) were higher than other groups who had no comments on their dental treatment and clinics. The results showed that there was a correlation(r=. 852, p<.001) between the positive comments by word-of- mouthabout the quality of dental clinics service and customer satisfaction. The perception of dental clinic service and patients' satisfaction with positive comments by word of mouth was highly recognized by older and more experienced patients of dental treatment. Therefore, the results suggest that empirical information on important factors about strategic marketing lead to positive comments by word of mouth experience for patients in dental clinics.

• Journal of Digital Convergence
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• v.11 no.5
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• pp.225-235
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• 2013

Recently, in order to promote their marketing promotion, the entrepeneurs attach importance to many SNS services and execute it. The representative elements of the SNS service are interactivity, information offering. This study analyzes empirical effects on the SNS service depending on the Relationship Commitment and shows the strategies to enlarge the use frequency and the On-line Word-of-Mouth. The conclusion of this study shows that the Interactivity has a higher positive effects on Affective Commitment than those on information offering and Information offering has stronger positive effects on calculative commitment than interactivity. Also, these effects enlarge the high use frequency more than the low use frequency. This study also shows that the information offering affect the On-line Word-of-Mouth more positively than the Interactivity. And this study shows that SNS service affects the positive effects on the relationship commitment rather than the On-line Word-of-Mouth. Based on the results, the practical implications are offered.

• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.344-354
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• 2010

The primary purpose of this study is to examine the effects of customer satisfaction and switching barrier on customer retention and intention of WOM in insurance services. Based on relevant literature reviews, this study posits three switching barrier characteristics, that is, switching costs, attractiveness of alternatives and interpersonal relationship as key determinants of customer retention and intention of WOM. And then we structured a research model and hypotheses about relationship between these variables. A total 230 usable survey responses of life insurance service users have been employed in the analysis. The major findings from the data analyses are as follows. Firstly, customer satisfaction had a positive influence upon customer retention and intention of WOM. Secondly, two switching barrier characteristics of switching costs and interpersonal relationship had a positive influence upon customer retention. Lastly, customer retention had very significantly related to intention of WOM in insurance services. From this study, we expect to suggest practical and managerial implications to insurance service providers.

• Journal of the Korea Convergence Society
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• v.8 no.1
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• pp.149-154
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• 2017

The purpose of this study is to investigate the possibility of Hologram media as Advertising media in terms of comsumer communication. First, Motivation and Personality Traits was set variables that drive consumer media experience and, also examined the impact on eWOM and Purchase Intention structurally. As the result, it Found that Intrinsic and Social motivation of consumers have a positive impact on the media experience, eWOM and PI. In the case of Personality Triats, Openness to the motivation, Openness and Extraversion had an impact of positive to the degree of eWOM. Furthermore, eWOM influence on PI positively. This result can be considered the need for the Media MIX Strategy or IMC.