• Journal of Intelligence and Information Systems
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• v.24 no.1
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• pp.53-74
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• 2018

Since South Korea has an economic structure that has a characteristic which market-dependent on overseas, the tourism industry is considered as a very important industry for the national economy, such as improving the country's balance of payments or providing income and employment increases. Accordingly, the necessity of more accurate forecasting on the demand in the tourism industry has been raised to promote its industry. In the related research, economic variables such as exchange rate and income have been used as variables influencing tourism demand. As information technology has been widely used, some researchers have also analyzed the effect of media on tourism demand. It has shown that the media has a considerable influence on traveler's decision making, such as choosing an outbound destination. Furthermore, with the recent availability of online information searches to obtain the latest information and two-way communication in social media, it is possible to obtain up-to-date information on travel more quickly than before. The information in online media such as blogs can naturally create the Word-of-Mouth effect by sharing useful information, which is called eWOM. Like all other service industries, the tourism industry is characterized by difficulty in evaluating its values before it is experienced directly. And furthermore, most of the travelers tend to search for more information in advance from various sources to reduce the perceived risk to the destination, so they can also be influenced by online media such as online news. In this study, we suggested that the number of online media posting, which causes the effects of Word-of-Mouth, may have an effect on the number of outbound travelers. We divided online media into public media and private media according to their characteristics and selected online news as public media and blog as private media, one of the most popular social media in tourist information. Based on the previous studies about the eWOM effects on online news and blog, we analyzed a relationship between the volume of eWOM and the outbound tourism demand through the panel model. To this end, we collected data on the number of national outbound travelers from 2007 to 2015 provided by the Korea Tourism Organization. According to statistics, the highest number of outbound tourism demand in Korea are China, Japan, Thailand, Hong Kong and the Philippines, which are selected as a dependent variable in this study. In order to measure the volume of eWOM, we collected online news and blog postings for the same period as the number of outbound travelers in Naver, which is the largest portal site in South Korea. In this study, a panel model was established to analyze the effect of online media on the demand of Korean outbound travelers and to identify that there was a significant difference in the influence of online media by each time and countries. The results of this study can be summarized as follows. First, the impact of the online news and blog eWOM on the number of outbound travelers was significant. We found that the number of online news and blog posting have an influence on the number of outbound travelers, especially the experimental result suggests that both the month that includes the departure date and the three months before the departure were found to have an effect. It is shown that online news and blog are online media that have a significant influence on outbound tourism demand. Next, we found that the increased volume of eWOM in online news has a negative effect on departure, while the increase in a blog has a positive effect. The result with the country-specific models would be the same. This paper shows that online media can be used as a new variable in tourism demand by examining the influence of the eWOM effect of the online media. Also, we found that both social media and news media have an important role in predicting and managing the Korean tourism demand and that the influence of those two media appears different depending on the country.

• The Journal of Information Systems
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• v.25 no.1
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• pp.1-23
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• 2016

Purpose Self-congruity deals with the effect of symbolic value-expressive attributes on consumer decision and behavior, which is the theoretical foundation of the "non-utilitarian destination positioning". Functional congruity refers to utilitarian evaluation of a product or service by consumers. In addition, recent years, social network services, especially mobile social network services have created many opportunities for e-WOM communication that enables consumers to share personal consumption related information anywhere at any time. Moreover, self-construal is a hot and popular topic that has been discussed in the field of modem psychology as well as in marketing area. This study aims to examine the moderating effect of self-construal on the relationship between self-congruity, functional congruity and tourists' positive electronic word of mouth (e-WOM). Design/methodology/approach In order to verify the hypotheses, we developed a questionnaire with 32 survey items. We measured all the items on a five-point Likert-type scale. We used Sojump.com to collect questionnaire and gathered 218 responses from whom have visited Korea before. After a pilot test, we analyzed the main survey data by using SPSS 20.0 and AMOS 18.0, and employed structural equation modeling to test the hypotheses. We first estimated the measurement model for its overall fit, reliability and validity through a confirmatory factor analysis and used common method bias test to make sure that whether measures are affected by common-method variance. Then we tested the hypotheses through the structural model and used regression analysis to measure moderating effect of self-construal. Findings The results reveal that the effect of self-congruity on tourists' positive e-WOM is stronger for tourists with an independent self-construal compared with those with interdependent self-construal. Moreover, it shows that the effect of functional congruity on tourists' positive e-WOM becomes salient when tourists' self-construal is primed to be interdependent rather than independent. We expect that the results of this study can provide important implications for academic and practical perspective.

• (The) Korean Journal of Advertising
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• v.25 no.5
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• pp.7-42
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• 2014

This study is designed to examine the effects of information source's social distance on message attitude and online word-of-mouth intention (e-WOM). It also examined the moderation effects of blatant persuasive intention of message, the normative interpersonal influences, and the informative interpersonal influences on the relationship between social distance and advertising effectiveness. This study employed an experiment: 2(far/near social distance far/near) ${\times}2$(high/low blatant persuasive intention of message) ${\times}$(high/low normative interpersonal influences) ${\times}2$(high/low informative interpersonal influences). The results of this study are as follows. First, closer social distance led to more positive message attitude and higher online word-of-mouth intention. Second, when blatant persuasive intention of message is low, the effects of social distance on message attitude and WOM intention were more noticeable while those effects were less significant for high blatant persuasive intention of message. Third, there were no interaction effects of social distance and normative interpersonal influences on advertising effectiveness. Fourth, the effects of social distance on message attitude and WOM intention were more significant for high informative interpersonal influences than for low informative interpersonal influences. Implications of study findings are provided for strategic use of corporate Facebook page to generate positive consumer responses.

• Journal of Fashion Business
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• v.14 no.2
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• pp.81-94
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• 2010

The online shopping environment has radically changed consumer shopping behavior. Without the actual physical shopping experience in a brick-and-mortar store, consumers make purchasing decisions over the Internet. They make an effort to obtain product information not only from online merchants, but also from previous purchasers in order to make an informed decision. Accordingly, customer comments are expected to have a significant impact on decisions to purchase goods and services online. This paper focuses on one type of electronic word-of-mouth, the online consumer review. It derives several motivations why customers post product reviews on shopping mall sites. Customer motives were identified through an in depth one-on-one interview with twenty female respondents conducted twice from June $17^{th}$ to September $11^{th}$, 2009. The interviews lasted between 40 and 60 minutes. The results showed that consumers write product reviews based on six motivations: to receive a reward or remuneration for writing a product review, to share information with other customers, to improve the quality of goods and services, to reduce customer dissatisfaction, to recommend products and services, and to derive pleasure.

• Proceedings of the Korea Contents Association Conference
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• 2013.05a
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• pp.243-244
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• 2013

본 연구의 목적은 온라인 스포츠용품 이용고객들을 대상으로 사회적 실재감, 웹사이트 명성, 상호작용성과 고객신뢰, 관계몰입 및 고객충성도와의 구조적관계를 규명하는 것이다. 이러한 연구목적을 달성하기 위하여 P, U광역시 및 K도에 소재한 5개 대학에서 편의표본추출법을 이용하여 최종 458명을 유효 표본으로 선정하였으며 본 연구의 자료로 이용하였다. 본 연구에서는 SPSS WIN 14.0 통계 패키지와 AMOS 7.0프로그램을 활용하여 빈도분석, 탐색적 요인분석, 신뢰도분석, 상관관계분석, 확인적 요인분석, 구조방정식 모형분석을 실시하였다. 본 연구에서 얻은 결론은 다음과 같다. 첫째, 온라인 스포츠용품 이용고객의 사회적 실재감, 웹사이트 명성, 상호작용성은 고객신뢰에 유의한 영향을 미친 것으로 나타났다. 둘째, 온라인 스포츠용품 이용고객의 사회적 실재감, 웹사이트 명성, 상호작용성은 유의한 영향을 미친 것으로 나타났다. 셋째, 고객신뢰는 고객충성도(재구매의도, 구전의도)에 유의한 영향을 미친 것으로 나타났다. 넷째, 관계몰입은 고객충성도(재구매의도, 구전의도)에 유의한 영향을 미친 것으로 나타났다.

• Journal of Distribution Research
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• v.14 no.1
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• pp.27-44
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• 2009

This research classified the customer service factor of on-line shopping mall into tangibility, reliability, responsiveness, and empathy and analyzed the effect that the factors affect to consumer's purchase and re-purchase. If we present suggestions on the basis of these results of study, we would provide next two points: First, purchasers have utilized online shopping mall who pursued free from hard sell that being done in off-line and convenience of purchase affected more by reliability and responsiveness such as the fame of shopping mall that visit, reliability of security, and quick product search than the Customer of After-purchase Feedback influence for online purchasers decision factor out of consumer's purchase and re-purchase by on-line shopping mall customer service factor. Second, This study analyzed that online re-purchaser recognized the Customer of After-purchase Feedback factor high and built their loyalty through friendly emotion of on-line shopping mall and satisfaction of shopping mall service, and recommendation. In addition, they behave themselves as an affirmative messenger that is role of the Customer of After-purchase Feedback that make active opinion presentation and participation through community by important adjustment impact that empathy factor of on-line shopping mall customer service.

• International Commerce and Information Review
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• v.8 no.4
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• pp.23-41
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• 2006

The present paper aims to examine the Influences of on line word of mouth(WOM) information valence and information contents to the information searcher. Specially, to examine the interaction effect it's two variables. For that purpose, we categorize WOM information valence into two subcategories; positive and negative, and WOM content into two subcategories; objective evaluation and subjective evaluation. We conducted experimentation design 2*2 and subjects are asked to their attitude and purchase intention after they are exposed each of four different types of WOM information. The result can be summarized as follow; First, the negative WOM has stronger effect on consumer's attitude and purchase intention than positive. Second, factual WOM has stronger effect on consumer's attitude and purchase intention than subject. Finally, when consumer face negative WOM, subjective WOM has more effect on consumer's attitude and purchase intention than factual. On the contrary, when consumer face positive WOM, factual WOM has more effect on consumer's attitude and purchase intention than subject. In conclusion, the korean Foreign Trade Act and other relative acts should be revised, and both educational services and health services should be contained within the definition of "the international trade" for the governmental benefits of supporting the services exportation.

• The Journal of Society for e-Business Studies
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• v.18 no.2
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• pp.111-130
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• 2013

As the number of online social networking service (SNS) users is increasing, various efforts are being deployed to take advantage of SNS from the perspective of business and management. Especially, researches in the field of marketing such as word-of-mouth (WOM) effect have been actively conducted. This paper examined the impact of the SNS messages of users' friends on the users' attitude and the moderating effect of the friends' opinion leadership on the WOM effect. Fifty-one Facebook users responded to the questions on their four friends each. Regression analyses showed that there existed WOM effect under the SNS environment and the opinion leadership of the message creators positively moderated the WOM effect. We discussed the contributions and implications of this study.

• Journal of the Korea Convergence Society
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• v.11 no.8
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• pp.183-194
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• 2020

Recently, in Korea, financial institutions such as banks are most severely affected by the universalization of the Internet and smartphones. On the other hand, the use of online systems by financial institutions keeps increasing; the convenience of online services has a significant influence on the attraction and the retention of financial customers; consumer needs are also diversely expressed. This paper deduces from the precedent researches a mechanism that online financial system enhances the trust of customers -the medium of the online system and other customers- and its perceived easiness affects its perceived effectiveness and then all these internal variables induce satisfaction. Plus, this paper aims at verification of the hypothesis in terms of an extended technology acceptance model, based on the hypothesis that word of mouth and repurchase are significantly linked to this mechanism. Through this study, the researchers tried to check how the online service quality and emotional factors of financial institutions affect the users in accordance with the trend of changes in the service usage method of financial institutions, and confirmed that the hypothesis was not rejected.

• The Korean Journal of Applied Statistics
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• v.29 no.7
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• pp.1257-1270
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• 2016

This study deals with the prediction of the total number of movie audiences as a measure for the box office. Prediction is performed by classification techniques of data mining such as decision tree, multilayer perceptron(MLP) neural network model, multinomial logit model, and support vector machine over time such as before movie release, release day, after release one week, and after release two weeks. Predictors used are: online word-of-mouth(OWOM) variables such as the portal movie rating, the number of the portal movie rater, and blog; in addition, other variables include showing the inherent properties of the film (such as nationality, grade, release month, release season, directors, actors, distributors, the number of audiences, and screens). When using 10-fold cross validation technique, the accuracy of the neural network model showed more than 90 % higher predictability before movie release. In addition, it can be seen that the accuracy of the prediction increases by adding estimates of the final OWOM variables as predictors.