• 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.

• Management & Information Systems Review
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• v.36 no.1
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• pp.95-114
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• 2017

The purpose of this study is to search information attributes suitable for SNS and to identify the influence of individuals or groups who contribute to the creation and diffusion of information in the SNS. The researchers extracted the accuracy, two-sided information, novelty, diversity, and experiential factors that influence the acceptance and diffusion of information in the SNS, and identified the relationships among the variables, the usefulness of information and the degree of information diffusion intention. And researchers studied market maven who play the key role in creating and diffusing SNS information. A total of 600 questionnaires were collected and 549 questionnaires were used to test the research hypothesis. The results of the study are as follows. Consumers considered information, which had accuracy, two-sided, and experiential attributes, as useful. But novelty or diversity information were regarded as unuseful because of motive to avoid ambiguity. In the Market Maven Group who have the ability to acquire and edit SNS information, however, there were weak or negative causality between experience and accuracy and information usability factors. but positive causality between novelty and diversity factors of information and usability.

• The Research Journal of the Costume Culture
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• v.25 no.5
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• pp.593-610
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• 2017

In order to identify the antecedents of internet purchasing intention toward fashion items, this study examines shopping-related variables as both direct antecedents of internet purchasing intention, and as indirect antecedents of internet purchasing intention through online-related variables. Impulse buying and market mavenism were considered as shopping-related variables, whilst online interaction readiness and online consumer procrastination were considered as online-related variables. It was hypothesized that impulse buying and market mavenism not only directly influence purchasing intention toward fashion items, but also indirectly influence it through online interaction readiness and online consumer procrastination. Data were gathered by surveying university students in Seoul using convenience sampling. A total of 286 questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of market mavenism, impulse buying, and online consumer procrastination revealed one dimension, whilst the factor analysis of online interaction readiness revealed two dimensions: 'online relationship' and 'internet role.' Tests of the hypothesized path proved that impulse buying indirectly influences internet shopping intention only through online consumer procrastination, whereas market mavenism influences internet shopping intention indirectly through both online interaction readiness and online consumer procrastination. The results will be useful for Internet shopping mall marketers and for future study.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.5
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• pp.562-572
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• 2012

Market mavens are known as powerful consumers for the diffusion of market information in general fields. This study investigates the market mavens in fashion consumers. Data were gathered by surveying university students in Seoul, using convenience sampling; 312 questionnaires were used in the statistical analysis. This study proved that consumers recognized the existence of market mavens and the importance of market mavens' information and their evaluations. In regards to the demographic factors, the more clothing expenditures and family income then the higher the tendencies of the market maven. Market mavens were consumers who were aware of marketer's persuasion but showed no differences in marketplace interfaces. Market mavens were particularly interested in dressing styles and were highly convinced in their abilities to make fashion decisions.

• The Research Journal of the Costume Culture
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• v.26 no.2
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• pp.172-187
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• 2018

For the past decade, the convenience of sharing information online has improved drastically with the development of smart devices and social media. Such changes have contributed to regarding online word-of-mouth (WOM) as one of the most important consumer information sources. Therefore, the purpose of this study is to examine online WOM effects (acceptance/redelivery intention) with the two-way interaction effects of fashion involvement and the market maven. The empirical study consisted of an offline survey that collected data from 341 respondents and analyzed the data by factor analysis, independent t-test, and two-way ANOVA with SPSS 20.0, producing the following results. First, the market maven effect was found to differ significantly based on the level of fashion involvement, and is also higher when fashion involvement is high. Second, fashion involvement primarily affected online WOM acceptance, while the market maven significantly affected redelivery intention. Moreover, fashion involvement and market maven had relevant two-way interaction with both of the online WOM effects. Third, market maven had measurable effects on WOM redelivery types (objective/subjective) and directions (positive/negative/ neutral), whereas fashion involvement did not have any primary effects on them. However, fashion involvement and market maven had two-way interaction effects on the positive and negative direction of WOM redelivery. Based on these findings, the study suggests the importance of investigating and understanding the complicated online WOM behaviors of consumers, specifically from both managerial and theoretical perspectives.

• Proceedings of the Korea Contents Association Conference
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• 2010.05a
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• pp.240-242
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• 2010

본 연구는 입소문 마케팅에 있어서 구전(口傳)영향력자의 특성과 유형에 연구의 초점을 두고 입소문네트워크 속에서 어떤 특성의 소유자가 입소문영향력자가 되는가를 분석하고자 한다.

• Journal of Digital Convergence
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• v.6 no.4
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• pp.91-104
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• 2008

This study notes the growing importance of online community as a means of building customer relationships. The author aims to identify how to communicate in an online community on preannounced new products, and test social influence that influence word-of-mouth of consumers, and confirm moderate effect of market maven between social influence and word-of-mouth activity in on-line community. The main findings are that social influence such as internalization and conformity positively influence word-of-mouth communication on online community. And moderate effect of market maven confirm between social influence(internalization and confirmity) and word-of-mouth activity.

• Journal of the Korean Society of Costume
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• v.64 no.5
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• pp.30-49
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• 2014

Mobile shopping, through the use of the smart phone, has become a very popular shopping method for consumers due to it not being limited by time or place. This research aims do the following:1)find the causes for consumers shifting to mobile shopping with the focus on fashion and beauty items; and in order to so, this research will use the TAM that was found by David et al (1989), and 2) distinguish any behavioral differences between consumer groups divided into purchasing intention of fashion and beauty items through smart phone. Path analysis was performed to verify the cause-and-effect relationship between the variables. Personal characteristics(i.e. market maven, time orientation), perceived usability, ease of use, attitude towards mobile shopping, and purchase intentions were all treated as dependant variables. The results showed that attitude towards mobile shopping was the most important variable on mobile shopping intentions. Time-oriented and Market Maven were thought to affect mobile shopping attitude and the dependent variables of purchase intention. Also, when purchasing smart phones, consumers highly valued smart phone's popularity; people with higher purchasing intention mainly used entertainment and utility apps. The following are the main reasons for not purchasing through mobile shopping: they are slower than computers, inconveniences in viewing due to small size of the screen, and security issues. The consumers used the internet as their main source of acquiring daily information. In this research, factors that affect the purchase intention were studied. However, it is difficult to firmly insist that this research correctly predicts the actual purchase intention-further studies need to be done to investigate the relationship between mobile purchase intention and actual purchase intention.

• Journal of the Korean Society of Costume
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• v.65 no.7
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• pp.101-117
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• 2015

Along with the development of overall internet service, online fashion communities appeared and have started to thrive. The growth of mobile service has led to an even bigger expansion of these communities, and will wield a strong influence for the foreseeable future. The purpose of our study is to investigate the relationship between the behavior of these fashion communities and personality characteristics of the community features. For our data analysis, our study used 302 men and women, aged from their 20's and their 40's. The study results are as follows: First, some features, such as interaction, entertainment, promotion, information, and system technique, were drawn as the factors of the online fashion communities. Second, we could divide the community behavioral types into three different groups: buyer, maven, and onlooker groups. Third, all three groups showed different community characteristics. The primary concern for the buyer group was promotion while the mavens and the on-lookers were most interested in information. Fourth, they also showed different demographic characteristics in terms of gender, age, duration of membership, on-line time per visit and number of visits per week. These results show that a new strategy is necessary for online fashion communities to differentiate themselves and their marketing to consumers and their community behavioral types.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.12 no.12
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• pp.5819-5826
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• 2011

Recently in the dental world, competition in the medical industry has been intensified due to the prolonged economic stagnation, the quantitative expansion of medical institutions, the enhancement of medical consumers'awareness of rights, and the diversity of medical consumer needs. Dental institution management of the difficulties is the requirement for dental institution to ensure competitiveness. So Word-of-Mouth marketing, which creates high marketing effectiveness with low cost, needs to be actively utilized as a new alternative to mass communication marketing. This research is to accurately grasp the target group of dental medical marketing activities through research on the degree of customer loyalty and Word-of-Mouth effects according to character trait of the patients visiting dental clinics, and to present the basic data for Word-of-Mouth marketing strategies from a viewpoint of practical business through presenting Word-of-Mouth promotion factors. To achieve this, questionnaire survey was conducted on 10 dental clinics located in Daegu for 4 weeks from April 11, 2011 to May 6, 2011 and 612 copies of responses to the questionnaires for final data for analysis were obtained. The results of the analysis are as follows. There were no significant differences in the degree of customer loyalty according to character trait of the subjects between the introverts and the extroverts, and the subjects with high market mavens propensity were found to show high degree of customer loyalty (F=5.243, p=.006). In the differences in Word-of-Mouth effectiveness according to character trait, there were greater differences in Word-of-Mouth experiences in the extrovert subjects ($x^2$=6.738, p=.006) and the subjects with high market mavens propensity ($x^2$=17.251, p=.000). The results of this research clarifies the degree of customer loyalty according to character trait of the patients visiting dental clinics and the differentiated influences of Word-of-Mouth effectiveness, and through this, they will become basic data for presenting ways to establish strategies from the viewpoint of practical business that should be considered in establishing dental medical marketing strategies.