• 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.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.113-127
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• 2021

This study classifies review attributes into ratings, number of comments and image information in online shopping mall to verify their impact on brand attitude and purchase decision and e-WOM intention. Use SPSS 23.0 for frequency analysis, factor analysis and regression analysis. The results showed that review attributes have a positive effect on brand attitudes, purchase decision and e-WOM intention, but the number of comments has not affect on purchase decision. Brand attitude has a positive effect on purchase decision and e-WOM intention. Brand attitude has media effect in the relationship between ratings, image information and purchase decision, and in the relationship between review attributes and e-WOM intention. As these results, consumers don't always like to have a lot of comments. and should allow to focus on high ratings and photo reviews as much as possible when writing reviews.

• 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.

• (The) Korean Journal of Advertising
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• v.28 no.3
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• pp.53-81
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• 2017

As online video advertising market grows, viral advertising is drawing attention. This study investigated factors influencing consumer's sharing intent of viral advertising each from four dimensions which are content, sender, consumer, and network. As a result, factors of persuasive intent, brand-ad image fit, perceived self-presentation, and bridging social capital were found to affect consumer's sharing intent of viral advertising. And persuasive intent of content was found to be negatively affect consumer's sharing intent. Social value and bonding social capital were not found to have significant influence on consumer's sharing intent of viral advertising. From the analysis of this result, this study suggested future research topic and academic/practical implications.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.545-559
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• 2016

Recently consumers to access various Word-Of-Mouth information on online. And eWOM (eWOM : electronic Word-Of-Mouth) information had an important effect on consumer attitude(purchase intention). The purpose of this study is to investigate what the general characteristics of eWOM and the effects of how these factors will affect credibility, eWOM acceptance and purchase intention. In this study, the model contains information characteristics variables(consensus, newness), community characteristics(tie strength, interaction) on eWOM characteristics. This study makes contributions as follows. First, information consensus had not effect on credibility. Second, information newness and community characteristics(tie strength, interaction) had a significant on credibility. Third, credibility is the important factor on eWOM acceptance. Lastly, eWOM acceptance had a considerable influence on purchase intentions.

• 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.

• Journal of Korea Game Society
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• v.15 no.1
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• pp.101-114
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• 2015

A recent online game is growing with the combined action of content as well as operating services. However, in previous studies, with a lot of focus on content characteristics of game than the game operating service quality studies have been carried out. This study targeted research online sports games, operating service quality and content characteristics of the game are analyzed effects of word-of-mouth and continued usage intention by applying Expectation Confirmation Model. as a result, it has found that as a result, it has found that sense of reality turned out to be a major variable affecting the content of the game even expectation confirmation. Directly and indirectly, it was confirmed that the role of empathy affect to expectation confirmation and satisfaction.

• (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 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.

• Journal of Korea Society of Industrial Information Systems
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• v.21 no.6
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• pp.81-93
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• 2016

An actual analysis was made regarding how different the effect of the online WOM information characteristics on the expansion of the WOM information characteristics was depending on the level of the receiver's expertise in consideration of the sender's expertise, the vividness and Consensus of WOM information which can affect the acceptance of WOM information in this study. To begin with, the analysis results showed that the online WOM information characteristics had the positive effect on the information acceptance intention in proportion to the sender's expertise and the vividness and Consensus of WOM information. Secondly, the information acceptance intention was found to have a positive effect on the re-WOM intention. Finally, the level of receiver's expertise was found to control the effect of the online WOM information characteristics on the information acceptance intention.