• Title/Summary/Keyword: 부정적 구전의도

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The Effects of Switching Cost Perceived by Patients and Negative Word of Mouth on Revisiting Intention for Hospital Patients (의료기관 이용자가 지각한 전환비용, 부정적 구전이 재이용의도에 미치는 영향)

  • Ko, Yu-Kyung;Kim, Byeong-Jin
    • Journal of Korean Academy of Nursing Administration
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    • v.17 no.1
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    • pp.5-13
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    • 2011
  • Purpose: The purpose of this study was to examine the effect of patient perception of the switching cost and negative word of mouth on revisit intention of patients in out-patient departments (OPDs) of general hospitals. Method: The participants were 306 patients in general hospital, selected through convenience sampling. Data were collected using a structured questionnaire and analyzed using descriptive statistics, Spearman correlation coefficient, and logistic regression with SPSS Win. Results: Relational switching cost was positively correlated with revisit intention (r=.58, p=<.001), but not financial switching cost or procedural switching cost. Negative word of mouth was negatively correlated with revisit intention (r=-.22, p=<.001). The significant predictors influencing revisit intention in patients was relational switching cost. Conclusion: The findings of this study suggest that hospital and nursing managers should seek to bolster perceptions of switching costs and negative word of mouth, which subsequently increases revisit intentions in small hospitals located in the country as well as urban large hospitals.

A Study on the Impacts of WOM Information Characteristics on WOM Effect (온라인 구전정보의 특성이 구전효과에 미치는 영향에 관한 연구)

  • Choi, Young Min;Bae, Sang-Wook
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.17 no.2
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    • pp.307-314
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    • 2016
  • This study empirically validate the impacts of WOM information characteristics on the WOM effect in accordance with SNS media due to the increased the WOM role under SNS. The key results showed that the more vivid, negative, and objective WOM information was, the more positive impacts on the intention to adopt information. In addition, the intention to adopt information had a positive impact on the re-WOM intention. Second, there was no significant difference between Facebook and Blog groups regarding the impacts of the WOM information characteristics on the WOM effect. This can be inferred from the fact that consumers recognize all SNS media as a single online medium regardless of their characteristics in the process of accepting and spreading information. Based on these results, this research drew the following implications. It conceptualized the information characteristics factors that influence the online information acceptance process and the relationship with WOM effects by focusing on SNS and high-tech products that are rapidly emerging. This study is also significant because it attempted to expand the characteristics of WOM information and WOM effects to Facebook and blogs, which are SNS media, and proposed a future research direction.

The Effect of Word of Mouth and Perceived Performance on Users' Attitude toward Website (구전효과와 자기평가가 웹사이트 이용자의 태도에 미치는 영향)

  • Kang, So-Ra;Kim, Min-Sun;Bang, Joung-Hae
    • Proceedings of the KAIS Fall Conference
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    • 2011.12a
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    • pp.311-313
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    • 2011
  • 본 연구는 자기결정이론과 사회적 영향이론을 중심으로 자기결정과 사회적 영향 중 어떤 것이 개인의 웹사이트 사용의도에 영향을 미치는 지를 분석하였다. 분석결과 타인의 추천 및 웹사이트에 대한 자신의 평가는 웹사이트에 대한 개인의 태도에 모두 유의하게 영향을 미쳤으며, 자기평가가 긍정적일수록 구전추천과 태도간의 관계는 강화될 것이나, 자기평가가 부정적인 경우 구전추천과 태도간의 관계는 약화될 것이라는 가설도 지지되어 개인의 평가에 있어 타인의 추천이 웹사이트에 대한 태도에 미치는 영향을 조절할 것이라는 것이 밝혀졌다.

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The effects of multidimensional review in online (다차원적인 온라인 사용후기의 영향)

  • Suh, Moon-Shik;Ahn, Jin-Woo;Lee, Ji-Eun;Park, Sun-Kyoung
    • Proceedings of the Korea Contents Association Conference
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    • 2009.05a
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    • pp.362-367
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    • 2009
  • 온라인상의 쇼핑에서 사용후기에 관한 많은 연구가 진행 중이지만, 사용후기를 보는 원인에 관한 분석에 대해서는 아직 부족함으로 연구를 진행하였다. 온라인상이기 때문에 가지는 위험 중에서도 사용후기를 통해서 어떤 위험을 가장 많이 가지고 있는지에 대해 우선 알아볼 필요성이 있을 것 같다. 이의 연구결과 기능적 위험을 가장 크게 지각하고 있었기 때문에 사용후기를 보는 이유로서의 근거가 될 수 있을 것이다. 둘째, 의류에 관련된 논문들을 보면 온라인상에서 구매를 꺼려하는 이유가 직접 눈으로 보고 만질 수 없다는 기능적 위험을 가장 크게 가지고 있었다. 그렇기 때문에 대리 시용구매를 할 수 있는 사용후기를 이용하여 의류제품을 온라인상에서 구매하는 것이 영향을 미치는 것인지에 대해 알아보고자 한다. 본 연구 결과, 긍정적인 후기를 보고 구매하려는 의도가 나타났었고 부정적인 후기를 보고 구매하지 않으려하므로 사용후기가 구매함에 있어 영향을 미치고 있음을 알 수 있었다. 마지막으로 사용후기를 중심으로 메시지를 보고 메시지에 대한 태도와 제품에 대한 태도, 그리고 구매의도 뿐만 아니라 메시지의 유형에 따라서 구전 의도나 사이트 재방문 의도라는 구매 행동에도 차이가 날 것이라고 추측했다. 연구 결과를 보면 유형별로 각각 다르게 영향을 미치고 있었으며, 부정적인 메시지로 인해 제품에 대한 좋지 않은 태도를 가지게 됨으로써 제품을 구입하려는 사이트 재방문 의도는 나타나지 않았다.

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The Effect of Brand Storytelling based on the Subject of Story (스토리의 주체에 따른 브랜드 스토리텔링 광고효과)

  • Hong, Sook-Yeong;Cho, Seung-Ho
    • The Journal of the Korea Contents Association
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    • v.16 no.7
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    • pp.112-121
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    • 2016
  • The purpose of this research is to examine the effect of storytelling ads. To find out the effect, three different ads were created; one is no storytelling in ads, another is corporate storytelling ads, and the other is client storytelling ads. Each ads was exposed to high school students, and we analyzed their response to the ads such as ads recall, attitude toward ads, emotional response to ads, purchase intention, and the intention of word-of-mouth. The results showed that corporate storytelling ads among three ads was the most effective to recall the ads, and there was significant difference between corporate storytelling ads and no storytelling ads. In terms of attitude toward ads, there was significant difference between client storytelling and no storytelling ads. There were significant difference in positive emotion between client storytelling ads and no storytelling ads and between client storytelling ads and corporate storytelling ads, but no significant between corporate storytelling ads and no storytelling ads. Regarding emotion, students who were exposed to no storytelling ads showed the highest negative emotion, but the lowest negative emotion in client storytelling ads. There was significant difference in purchase intention between client storytelling and no storytelling ads and in the intention of word-of-mouth between corporate storytelling ads and no storytelling ads.

A Study on Word-of-Mouth Communication of Hairshop Customers (헤어 샵 이용 소비자의 구전 커뮤니케이션에 관한 연구)

  • 황연순
    • Journal of the Korean Home Economics Association
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    • v.41 no.11
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    • pp.189-200
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    • 2003
  • The purpose of this study was to investigate that positive and negative word-of-mouth informations getting hairshop customers have influence on visiting intention of potential consumers. Data were collected from 354 university or college women. The results showed as follows; First, positive word-of-mouth informations that consumers have experienced in using hairshop were employee altitude/technique, consideration in customer's situation, kindness, saving of time/additional service, facilities, rational price, gift service/benefit in conditions of location. Second, negative word-of-mouth informations that consumers have experienced in using hairshop were inconsistent service, service focus on non-customers, irrational price/technique insufficiency/ inadequate compensational system, irrelevance of face-to-face management. Third, in getting positive word-of-mouth informations, consideration in customer's situation, rational price and gift service/benefit in conditions of location, consumers had visiting intention, and in getting negative informations, irrational price/technique insufficiency/inadequate compensational system, consumers had no visiting intention.

Effects of Product Type and Webtoon Attitude in Webtoon PPL (웹툰 PPL에 대한 제품유형과 웹툰 태도의 효과 연구)

  • Kim, Sojung
    • The Journal of the Korea Contents Association
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    • v.20 no.8
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    • pp.186-198
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    • 2020
  • The current study examines how product type and attitudes toward the webtoon - a digital comic that originated in Korea - affect consumer responses to webtoon product placement (PPL). Specifically, it examines the following responses: the perception of PPL intrusiveness, attitudes toward the PPL, attitudes toward the brand, word-of-mouth intention, and purchase intention. It further investigates how PPL type interacts with product type and attitudes toward the webtoon on consumer responses to the PPL. The findings from a 2 (product type: functional vs. hedonic) × 2 (attitudes toward the webtoon: negative vs. positive) × 2 (PPL type: creative placement vs. on-set placement) between-subject experimental study suggest the following: consumer responses to PPL in webtoon is more positive when the product is hedonic (vs. functional) and when attitudes toward the webtoon are positive (vs. negative). This study further suggests when subjects felt favorably toward the webtoon, the creative placement produced weaker perceptions of PPL intrusiveness and more favorable attitudes toward the PPL than the on-set placement. On the other hand, when subjects felt negatively toward the webtoon, the on-set placement evoked weaker perceptions of intrusiveness and more favorable attitudes toward the PPL than did the creative placement.

The Impact of Service Recovery Justice on Customers' Residual Emotions: Focusing on the Moderating Role of Brand Relationship Quality (서비스회복 공정성이 고객의 잔여감정에 미치는 영향: 브랜드관계품질의 조절효과)

  • Sang Hee Kim
    • Journal of Industrial Convergence
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    • v.21 no.12
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    • pp.11-23
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    • 2023
  • This study aims to investigate the relationship between service recovery justice, residual emotions, and customer behavior. It empirically verifies that low justice in service recovery affects residual emotions and, in turn, has an impact on customers' negative behaviors. Furthermore, this research distinguishes customer-brand relationship quality into emotional relationship quality and cognitive relationship quality and seeks to validate that the type of relationship quality may influence the extent to which the justice of recovery processes affects residual emotions. Data was collected through surveys, and hypotheses were tested using structural equation modeling. The research findings indicate that among the dimensions of service recovery justice, procedural justice and interactional justice significantly influence residual emotions. Moreover, residual emotions have a significant impact on both the intention to revisit and the intention to engage in negative word-of-mouth. In addition, the impact of distributive justice and procedural justice on residual emotions was found to be higher for cognitive relationship quality than emotional relationship quality, and the impact of interactional justice on residual emotions was found to be higher for emotional relationship quality than cognitive relationship quality.

The Effect of Perceived Justice on Postcomplaint Behavior in the Internet Open Market -Focused on the Moderating Effect of Fashion Involvement- (인터넷 쇼핑몰에서의 소비자의 공정성 지각이 불평처리 후 재구매의도와 부정적 구전의도에 미치는 영향 -패션관여도 조절효과를 중심으로-)

  • Lee, Jin-Hwa;Im, Jung-Eun
    • Journal of the Korean Society of Clothing and Textiles
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    • v.32 no.9
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    • pp.1427-1437
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    • 2008
  • The purposes of this study were (1) to identify the effects of perceived justice on trust, commitment, repurchasing, and negative word-of-mouth intention in the Open Market by recovering the customer's dissatisfaction, and (2) to compare the effects of perceived justice between two consumer groups divided by the level of fashion involvement(High/Low). In this survey, the respondents were 369 consumers who experienced dissatisfaction in the Open Market in a year. The data were analyzed by confirmatory factor analysis, path analysis, and multiple group analysis using Amos 7.0 program. The results were as follows. It tested main effect of perceived justice on trust and commitment with dissatisfaction handling. 1) As expected, all of the perceived justice had the positive effects on trust. 2) However, only interactional justice positively influenced on commitment. 3) The customers' trust had the positive effect on the customers' commitment after the perception of justice. 4) The trust and commitment had the positive effects on repurchasing intention. 5) However, trust negatively influenced on negative word-of-mouth intention and commitment positively influenced on negative word-of-mouth intention. 6) The consumer groups classified by the level of fashion involvement showed significantly different effects of perceived justice on postcomplaint behavior.

Assessing the Mediating Effects of the Factors on the Relationships between Customers' Past Behavior and Negative Word-of-Mouth Intention in Western Restaurant (서양 음식점에 대한 고객들의 과거 행동과 부정적인 구전 행동 의도의 관계에 미치는 매개 효과 평가)

  • Kang, Jong-Heon;Pyo, Gil-Taek
    • Journal of the East Asian Society of Dietary Life
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    • v.16 no.5
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    • pp.615-622
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    • 2006
  • The purpose of this study was to examine the mediating role of attitude, subjective norm, and perceived behavioral control on the relationships between past behavior and customers' intention to engage in negative word-of-mouth communication of dissatisfaction responses. Results of the study demonstrated that the inclusion of past behavior improved the predictability of the negative word-of-mouth communication of dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by the mediator. In the contests of negative word-of-mouth communication, the effect of past behavior on intention was partially mediated by attitude, subjective norm and perceived behavioral control.

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