• The Journal of the Convergence on Culture Technology
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• v.10 no.6
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• pp.443-450
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• 2024

The main goal of this paper is to investigate the influence of word-of-mouth on customer loyalty in accordance with several dimensions of those variables. The research adopted a structural equations method through quantitative statistical technique. This study confirmed that positive word-of-mouth had a significant and positive influence on attitudinal, behavioral, and composite customer loyalty, while negative word-of-mouth had a partial impact on behavioral customer loyalty. These results suggest that negative word-of-mouth should be dealt with in consideration of the service industry.

• Journal of Korea Society of Industrial Information Systems
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• v.27 no.2
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• pp.163-176
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• 2022

As the business ecosystem has become more uncertain, the sources of supply chain risk have also been becoming more diverse. In particular, due to the development of informational technology in recent years, firms need to consider the emerging supply chain risk sources as well as traditional supply chain risk sources. A typical example is negative word-of-mouth by social media. Therefore, we investigated the virality of negative word-of-mouth on manufacturing firms by using YouTube as a representative social media. More specifically, we investigated how the social capital of the video creator influences the virality of negative word-of-mouth and how the emotional tone of the video affects the virality of negative word-of-mouth. In conclusion, the social capital of the video creator influenced the scale and speed of negative word-of-mouth. Furthermore, negative emotion words moderated the relation between the social capital of the video creator and the scale of negative word-of-mouth.

• Journal of Korea Society of Industrial Information Systems
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• v.23 no.2
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• pp.93-107
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• 2018

The Purpose of This Study is to Investigate Consumers' Negative WOMs due to the Crisis Response Strategy that Companies Perform in Crisis Situations due to the Failure of New Products. To do This, the Crisis Scenarios and Response Strategies were Manipulated Using a Virtual Laptop Company, and then an Experiment was Performed. The Results of This Experimental Design are as Follows. First, According to The Response Type Strategies, It is Found that Apologizing rather than Denying for the Crisis Response Mitigates the Negative WOMs more. Second, It is Found that the Companies that have Engaged in Cause-Related Marketing Activities before the Crisis Caused by New Product Failure Mitigate Consumers' Negative WOMs more than those which have not. Third, It is Shown that the Message Strategy of the Firm does not Affect Consumers' Negative WOMs. Fourth, the Interaction between the Response Type Strategy and the Cause-Related Marketing Activities are Found to Exist, but the Interaction Between The Response Type Strategy and the Message Strategy does not Appear.

• 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.

• Asia Marketing Journal
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• v.13 no.1
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• pp.113-141
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• 2011

Companies are competing each other, and as the competitions became higher, consumer's information processing for purchase became more complicated. Consumer confusion problem is getting more serious, but there are still not much considerations on this problem. The purpose of this study is to find out that the consumer confusion can causes consumer's negative emotion(anger). This research studied the mediation effect of negative emotion on the relationship between consumer confusion, which was classified into three categories, and two consequences, word-of-mouth and trust. And also it concentrates on moderating effects of negative affectivity and intolerance of uncertainty in the relationship between consumer confusion and negative emotion. For the empirical study, we carried out a survey targeting consumers who live in the Dae-gu metropolitan area. The specific results of this study are as follows. First, all sub-dimensions of the consumer confusion had a positive effect on anger. Second, anger had a positive effect on word of mouth and on the other hand, anger had a negative effect on trust. Third, negative affectivity had a moderating effects on the links between overload and ambiguity confusion with anger, and intolerance of uncertainty only had a moderating effects on the links between overload confusion and anger.

• International Area Studies Review
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• v.15 no.2
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• pp.225-245
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• 2011

This study investigates the effects of justice dimensions on negative emotion, consumer satisfaction after service recovery, repurchase intention and word-of-mouth intention in a context of service recovery. Behavioral intentions(repurchase intention and word-of-mouth intention) are critical to the discount store sellers' survival and success. The research model is an extension of previous studies, especially considering more recent developments in the service recovery literature. A survey using 458 customers in China was conducted, confirmatory factor analysis was conducted to test the validity of the measurement model, and AMOS analysis approach was used to gain important insights into how customer retention in the discount store business can be ensured. The results suggest that all three dimensions of justice had negative effects on negative emotion, had positive effects on satisfaction after service recovery. Negative emotion had negative effects on recovery satisfaction. Recovery satisfaction had positive effects on repurchase intention and word-of-mouth intention. Finally, this study suggests the implications of these findings and offers directions for future research.

• Journal of Venture Innovation
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• v.7 no.3
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• pp.101-121
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• 2024

The application of chatbots on e-commerce platforms is becoming increasingly widespread. With the rapid development of artificial intelligence technology, previous research has predominantly focused on service failures occurring with the chatbots themselves. There is limited research on scenarios where chatbots handle service failures that are controllable by the sellers. This paper conducted online surveys through two experiments involving a total of 546 participants. The results indicate that, in the event of a service failure, customers are more likely to spread negative word-of-mouth about the store and have lower repurchase intentions when served by chatbots compared to human customer service representatives. This is because customers experience higher levels of anger with the chatbots. However, when customers perceive the service failure as uncontrollable by the seller, the impact of the type of customer service provider on negative word-of-mouth via customer anger is weakened while when customers perceive it as controllable the impact is strengthened. This study provides theoretical contributions for online retail enterprises to apply intelligent customer service while preventing further deterioration of service failures.

• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.114-131
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• 2022

The goal of this study is to examine the impact of time perspective and life satisfaction of government and public institution employees on organizational SNS attitude and word-of-mouth effect. A total of 136 incumbent employees participated in this online survey. It was found that past-positive, present-hedonistic, and future time perspective positively affected life satisfaction and the organizational SNS attitude. Meanwhile past-negative time perspective negatively affected life satisfaction only, present-fatalistic time perspective did not negatively affect life satisfaction and organizational SNS attitude. Finally, life satisfaction showed a positive impact on word-of-mouth effect via organizational SNS attitude. By identifying psychological underpinnings of time perspective and life satisfaction, this study will provide theoretical and practical implications regarding internal communication and the effective management of government and public institution-operated SNS.

• 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.

• 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.