• 한국벤처창업학회:학술대회논문집
• /
• 2017.04a
• /
• pp.46-46
• /
• 2017

최근 경기 침체에 불구하고 피부관리에 아낌없이 투자하는 소비자들이 늘어나면서 가정용 안면피부미용기기 (뷰티디바이스) 열기가 거세다. 시간과 장소에 제약이 없이 가성비가 뛰어난 가정용 안면피부미용기기 시장은 지난해 약 1000억으로 전년 대비 약 25%의 성장을 보이고 있으며 당분간 이 열기는 지속될 것이다. 본 연구는 이런 가정용 안면피부미용기기 시장이 이제 막 주목받고 있는 분야임에도 불구하고 연구된 바가 거의 없다. 라서 본 연구는 기업의 중요한 마케팅수단인 SNS의 구전 정보의 특성이 가정용 안면피부미용기기 (뷰티디바이스) 구매의도에 어떠한 영향을 미치는가를 분석하고 구매의도에 중요한 역할하는 소비자의 태도가 어떤 매개역할을 하지는 분석하여 성장해가고 있는 가정용 안면피부미용기기(뷰티디바이스) 창업기업의 마케팅 전략에 기여할 것으로 판단된다. 연구모형에 있어서 SNS의 구전정보의 특성으로는 구전정보의 방향성, 구전정보의 수량, 구전정보의 내용 품질, 구전정보의 유형 들로 독립변수를 설정하였고, 종속변수인 구매의도사이에 매개변수로서 소비자태도를 선정하였다. 서울지역 여성 소비자들 중에서 가정용 안면 피부 미용기기를 사용해 본 경험이 있는 조건부 불특정 다수를 대상으로 150개의 표본을 추출하였다. 분석 방법은 확인적 요인분석과 크론바하 알파 계수로 변수의 타당성, 신뢰성 분석을 하고 경로분석을 통하여 변수간 가설 검정을 분석중에 있다.

• Journal of Digital Convergence
• /
• v.11 no.10
• /
• pp.341-350
• /
• 2013

Recently, in order to promote their marketing promotion, the entrepeneurs attach importance to many SNS(Social Network Service)and execute it. The representative elements of the SNS service are interactivity, information offering. This study analyzes empirical effects on the SNS Marketing Features in Domesic Enterprise 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 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.

• Knowledge Management Research
• /
• v.23 no.2
• /
• pp.99-122
• /
• 2022

Due to the social distancing in the Corona era, people are looking for an alternative online. As 'eXtended Reality' including various technologies, AR, VR and so on, is also on the rise, and the 'MZ' generation is growing to a new consumer group, the Meta-Verse is again in the spotlight. However, existing studies related to the Meta-Verse were mostly listing fragments of definition and classification or focused on eXtended Reality technologies and a subordinate concept. Hence, this study wold like to conduct an empirical analysis to verify influences of Metaverse's characteristic factors over word-of-mouth intention through flow and satisfaction.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.14 no.5
• /
• pp.2157-2167
• /
• 2013

The current paper aims to analyze the influence of users' self evaluation of e-service quality and others' word-of-mouth(WOM) on customer satisfaction and revisit intention in a family restaurant web site. The research model includes the constructs of service quality, WOM, customer satisfaction, and revisit intention. This study examines the hypothesized model using data from 175 college students around the Seoul metropolitan area who have visited a family restaurant as well as used its web site during the last three months. The findings show that service quality has a significant impact on customer satisfaction and a full-mediation effect between WOM and customer satisfaction. In addition, customer satisfaction has a significant influence on revisit intention. Family restaurants need to have an effort to manage service quality factors and social influences such as online WOM in order to use a web site as a tool of customer relationship management.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.17 no.2
• /
• pp.307-314
• /
• 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 Journal of the Korea Contents Association
• /
• v.10 no.12
• /
• pp.366-377
• /
• 2010

As internet and mobile technology brings rapid transformation to this society of information, how relations are conducted between customers have become a critical factor influencing companies. Companies are creating Internet communities based on their brands, encouraging customers to actively form and develop brand communities. Thus, this report proposes a plan to analyze the effectiveness of community activities based on the customers active involvement and how to effectively manage and utilize it. The purpose of this research is to understand the effects on-line brand communities and their characters have on customer behavior. Also, it will study the effects community attitudes have on brand decisions and oral transmission communication when on-line brand communities choose a brand. This report was conducted to survey on-line university students to understand how communities' attitude affects the decision of on-line university brand and oral transmissions when students choose to study at a on-line university. According to research, those factors brought positive responses to character of the brand communities(confidentiality of information, interactivity, convenience, intimacy) and by doing so, on the customer's attitude side, positive results on intention of purchase and oral transmissions can be expected. In addition, the character of the brand communities affects intention of purchase and oral transmission communication. Based on this research, it is possible to propose a marketing strategy that revitalizes brand communities' activities.

• Fashion & Textile Research Journal
• /
• v.19 no.2
• /
• pp.180-193
• /
• 2017

The increase use of smartphones has paved the way for quick dissemination of online information. This has a huge influence on consumers' purchase decision making and the formation of a company's image. As such, this study focuses on product review from mobile beauty applications(apps); in particular, the perceived information authenticity. The purpose is as follows. First, to examine if there is any difference in perceived information authenticity based on the types of product review. Second, to analyze how perceived information authenticity influences brand attitude, purchase intention, and electronic word of mouth(e-WOM) intention. The study targets consumers in their 20s and 30s who have experience buying a product via a mobile beauty app. Three hundred responses are analyzed using SPSS 21.0 and AMOS 18.0. The results reveal that, first of all, consumers derive higher perceived information authenticity from a multi-facet review rather than a double-facet review. Second, among the traits of perceived information authenticity, only a brand's perceived reliability has a significant influence on brand attitude. Third, this brand attitude has a positive influence on purchase intention and e-WOM intention. In conclusion, these findings can serve as an important discussion point for companies developing a mobile beauty app, drawing attention to perceived information authenticity, based on the types of product review.

• The Korean Journal of Franchise Management
• /
• v.13 no.3
• /
• pp.1-15
• /
• 2022

Purpose: In the restaurant sector, it has been known that consumers' positive perception of brands influences their positive WOM intention, and information sources play an important role in increasing credibility by enhancing consumer awareness and developing differentiated brands. This study examines the effects of information sources (e.g., advertisement, WOM, SNS) on trust (cognitive and affective) and, WOM and eWOM intention in the restaurant context. In the model, cognitive and affective trust play mediating roles in the relationships between information sources (e.g., advertisement, WOM, SNS) WOM and eWOM intention. Research design, data, and methodology: Research models and hypotheses were developed according to the research direction. The survey questionnaire items were developed and used appropriately according to the contents of this paper based on prior studies. All constructs were measured with multiple items developed and validated in prior studies. A total of 502 responses were collected from an online survey. The research model was evaluated using SmartPLS 4.0. Frequency analysis was performed to understand the demographic characteristics of the survey respondents. The reliability, convergent validity, and discriminant validity were assessed using measurement model analysis. The proposed model was verified using the structural equation model. Results: Advertisement, WOM, and SNS information sources all had a positive effect on affective trust, whereas only WOM had a significant effect on cognitive trust. In addition, affective trust had a positive effect on cognitive trust and eWOM intention but did not affect WOM intention. Finally, cognitive trust was found to have a positive effect on both WOM intention and eWOM intention. Conclusions: This study redefines the concept of where restaurant service companies should focus when providing consumers with information about their products and services. As a result, the conceptual framework of positive word of mouth intention to increase new customer visits to the restaurant brand has been expanded. In addition, this study not only presents an information source management strategy for restaurant brands, but also presents practical implications for resource allocation guidelines for customer management in the restaurant sector.

• Information Systems Review
• /
• v.22 no.3
• /
• pp.15-30
• /
• 2020

In the real estate industry, the latest changes in the Fourth Industrial Revolution, such as big data analytics, machine learning, and VR (virtual reality), combine to bring about industry change. Proptech is a new term combining properties and technology. This study aims to derive and analyze from a comprehensive perspective the quality factors (systems, services, interfaces, information) for mobile real estate brokerage services that are well known and used in the domestic market. The surveys in this study were conducted online and offline and a total of 161 samples were used for statistical analysis. As a result, all hypotheses were approved to except system quality and service quality. The results show that the domestic proptech companies who are mostly focused on real estate brokerage services, peer-to-peer lending, advertising platforms and apartments need to grow in various fields of proptech business of other countries including Europe, USA and China.

• Proceedings of the Korea Society for Industrial Systems Conference
• /
• 2008.10b
• /
• pp.583-588
• /
• 2008

본 연구는 인터넷 쇼핑몰의 고객만족과 지속사용의도를 예측하기 위해 구매 경험자를 대상으로 구매의사 결정 시 이용한 정보에 대한 사후 만족 측정을 통해 정보원천의 중요성과 영향력을 규명하고자 하였다. 이를 위해 인터넷 쇼핑몰에서의 구매와 관련된 기대형성에 정보원천이 미치는 영향과 전통적인 기대불일치 패러다임하에서 기대불일치와 만족간의 관계를 온라인 환경에서는 정보만족이 매개함을 살펴보았다. 분석결과 첫째, 정보원천 중 자신의 구매경험이 기각되었으며 반면 다른 소비자의 소비경험인 온라인 구전정보가 가장 많은 영향을 미치는 것으로 나타났다. 둘째, 전통적인 기대불일치이론과 달리 인터넷 쇼핑몰에서는 전반적 만족에 대한 정보만족의 매개효과가 나타났다. 셋째, 전반적 만족에 대해 정보만족이 직접효과가 가장 높은 것으로 나타났다. 넷째, 의사결정 유용성은 전반적인 만족과 지속사용의도에 직접 효과가 있는 것으로 나타났다. 이는 온라인 환경에서의 정보의 중요성을 실증한 것으로 정보를 통한 기대관리, 정보만족을 기반으로 한 고객만족과 지속사용을 예측할 수 있게 해준다.