• The Journal of Industrial Distribution & Business
• /
• v.11 no.8
• /
• pp.7-19
• /
• 2020

Purpose: Prior studies rarely investigated the effects of the Word of Mouse (WoM) information on consumers' motivation and willingness to purchase a product. Furthermore, few scholars have studied how word-of-mouth information works and they fail to find consistent results. Research design, data and methodology: This study uses a multivariate regression model to investigate the influence of WoM on consumer attitudes and consumer decision-making. It categorizes the quality of WoM into source level and acceptance level, to analyze its influence from a new perspective. A total of 400 surveys were completed, resulting in 336 usable questionnaires for analysis. It was collected in 14 cities from all regions in China. This study constructs a theoretical model of WoM influence on consumers' purchase willingness based on a systematic review of the related literature on WoM quality, perceived value, customer trust, and consumers' purchase willingness. Results: Empirical results reveal that the Internet WoM (consumer's source level and acceptance level) indirectly affects consumer behavior by influencing consumer attitudes. Conclusions: This study provides practical significance and value for merchants to develop better WoM marketing and to establish the reliability of WoM websites. Companies should consider online WoM from the perspective of consumers, thereby improving existing marketing strategies.

• Korean Management Science Review
• /
• v.20 no.2
• /
• pp.61-80
• /
• 2003

At the end of 2002, about 91% of mobile telecommunications service subscribers have mobile phones with the mobile internet access function. However, despite the rapid spread of mobile internet phones, the number of real mobile internet users is very small. In this situation, this paper focuses on the effect of consumer demographics such as sex, age, job, etc. and consumer life-style on the use of mobile internet. This study tries to find the answers about the following questions ; 1) Which consumer demographic variables affect the use of mobile internet\ulcorner 2) How can we categorize the consumers with the mobile internet phones\ulcorner 3) What are the characteristics of categorized groups and is there any difference in using the mobile internet\ulcorner For this purpose, an off-line survey was conducted over 1,500 consumers with the mobile internet phones. This study concludes as follows ; The important demographic factors of the use of mobile internet are age, job, marriage, academic career and personal spending money. Totally viewed in the consumer demographics, the typical type of mobile internet users can be described as the young student. On the other hand, sex and family income variables do not significantly affect the use of mobile internet. And the mobile internet users can be categorized by the life-style into four distinct groups, which are named as the innovation oriented group, the practicality oriented group, the conservation oriented group, the ostentation oriented group. These findings show that the consumer life-style have various effects on the use of mobile internet.

• Korean Management Science Review
• /
• v.31 no.4
• /
• pp.117-134
• /
• 2014

Today the concept of corporate social responsibility has become an essential element for coexistence of corporations and the society. In this study the impact of four responsibilities of business organizations proposed by Archie Carroll (economic, legal, ethical, and discretionary) on customer loyalty through the mediating effect of trust and company-consumer identification is analyzed. A questionnaire survey was conducted for four well-known Korean companies (Dong Suh Food, LG Household and Health Care, Samsung Electronics, and Hyundai Motor). After factor analysis, legal and ethical responsibilities were grouped as the same factor, thus three social responsibilities were finally used for hypotheses testing. Major findings were as follows: First, economic responsibilities had positive impact on honesty trust, professionalism trust, favorableness trust, and company-consumer identification, Second, legal/ethical responsibilities were found to have significant effects on honesty trust, favorableness trust, and company-consumer identification. Third, in the case of discretionary responsibilities, professionalism trust, favorableness trust, and company-consumer identification were revealed to have a significant positive relationship. Fourth, only two trust variables (honesty and professionalism) and company-consumer identification had positive influence on the loyalty of customers. These findings are expected to help decision makers to set up corporate objectives and choose action items for corporate social responsibility. At the last part, implications of the study and future research directions were discussed.

• Agribusiness and Information Management
• /
• v.5 no.2
• /
• pp.27-37
• /
• 2013

Referral marketing plays an important role in promoting new products. When it comes to innovative agricultural products, early adopter's review or recommendation has a more critical impact on follower's purchase decision making. Hence, understanding of consumer's characteristics and needs play more important role in success of innovation. More particularly, other researchers pay attention to the role of consumer innovativeness. This study attempts to fill this gap in knowledge between innovative propensity of consumer and her/his intention to generate positive word of mouth about new agricultural products. Furthermore, in this paper, we adopt Vandecasteele and Geunes' motivated consumer innovativeness model to investigate consumer innovativeness in extrinsic motive and intrinsic motive level, and examine the moderating role of referral efficacy. For empirical verification, survey method is used for data collection. Partial least square (PLS) is adopted to analyze the data. Finally, several theoretical contributions and practical implications are discussed.

• Korea Trade Review
• /
• v.46 no.4
• /
• pp.17-37
• /
• 2021

This study aims to examine the effects of experimental attitudes and perceived personal information protection on satisfaction and loyalty for Chinese consumers who use unmanned convenience stores. The important results of this study are as follows. First, consumers' perception of the experimental servicescape of unmanned convenience stores in China has an effect on the consumer's experimental attitude. Consumers' perception of experimental diversity in unmanned convenience stores in China has an effect on the consumer's experimental attitude. Second, consumers' perception of the information quality of unmanned convenience stores in China has an impact on the consumer's personal information protection. Consumers' perception of the service quality of unmanned convenience stores in China has an impact on consumer's personal information protection. Third, consumers' perception of personal information protection in unmanned convenience stores in China has an effect on the consumer's experimental attitude. Fourth, consumers' perception of personal information protection in unmanned convenience stores in China has an effect on consumer satisfaction with experiments. Consumers' perception of the experiment attitude of unmanned convenience stores in China has an effect on the consumer's satisfaction with the experiment.

• Korean Management Science Review
• /
• v.34 no.3
• /
• pp.61-77
• /
• 2017

This study investigates the effect of consumer involvement in the relationship between customer satisfaction and loyalty (which is measured as consumers' repurchase and WOM intentions). Previous research has presented inconsistent implications on the role of consumer involvement in the relationship. Some researchers have presented the empirical results showing that consumer involvement moderates the relationship, whereas others have done the empirical results implying that the consumer involvement does not moderates. In sum, the previous empirical studies have provided the inconsistent empirical results that consumer involvement may be a moderator or a non-moderator in the relationship between customer satisfaction and loyalty. Thus, we start this research with two research questions: "Does consumer involvement has a moderation effect on the relationship between-customer satisfaction and loyalty across various service industries?" and "Can the moderation effect of consumer involvement be detected differently depending on the statistical methods used to probe the moderation effect?" A questionnaire survey was conducted in the context of four service categories: eight service firms for fast food, four firms for family restaurant, four firms for movie theater and four firms for Bakery. Hierarchical regression analyses (moderated regression analyses) and chi-square difference tests were used to identify the role of consumer involvement in the relationship between customer satisfaction and loyalty. The empirical results show that there does not exist the difference in the moderation effects of consumer involvement identified by the two statistical methods (i.e., hierarchical regression analyses vs. chi-square difference tests), however, that there exists the difference in the identified moderation effects of consumer across service categories. In the final section, we summarize the implications and re-interpret the empirical results provided in the previous studies.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
• /
• v.56
• /
• pp.3-27
• /
• 2012

The purpose of this thesis is to develop a relational model which can explain consumer selection for exporting goods and analyze the effect of corporate image on the relations between country image and consumer selection under global trade environment. The specific objectives are as follows: 1) to suggest a concept of consumer selection and measurement criteria, 2) to analyze correlations among country image, corporate image and consumer selection and 3) to find out the effect of corporate image on the relations between country image and consumer selection. The SPSS program for window and LISREL program were used to analyze the data for this study. The statistical method used in this study was the covariance structure analysis estimating parameters by maximum likelihood method. Path coefficients were tested for t-tests with a statistical significance level of .05. The conclusions of this study are as follows. First, significant correlations were observed among all sub-variables proposed in this study. In addition, significant correlations were detected among country image, consumer selection and corporate image. Second, a hypothetical model proposed in this study was mostly appropriate. Country image had a positive direct effect on consumer selection and corporate image with statistical significance. In addition, it has an indirect impact on consumer selection with statistical significance with corporate image as an intervening variable. Third, corporate image had a significant moderation effect in country image-consumer selection relations. As corporate image levels increased, the effect of country image on consumer selection increased as well. In other words, it has been confirmed that if corporate image levels are high, country image could end up with consumer selection.

• Management & Information Systems Review
• /
• v.34 no.1
• /
• pp.143-162
• /
• 2015

The purpose of this study was to investigate the structure relationship through the empirical analysis between the factors that affect the perception of the consumer for the fair trade products. Most of the previous research on consumer reactions associated with fair trade products are limited to certain situations that are characterized as exploratory look. Specifically, this study suitability as a key factor associated with consumer awareness of the fair trade products through review of the literature, reliability, consumption values, attitudes and purchase intention presentation, and was to examine the effect relationship. Although most of the theories are employed through empirical analysis, the relationship between reliability and purchase intention (H5), there was no statistically significant effect relationship. The results of this study are expected to provide significant implications in the establishment of the company's marketing strategy to sell fair trade products with the comprehensive understanding of the consumer recognition of the fair trade products.

• International Area Studies Review
• /
• v.12 no.2
• /
• pp.227-250
• /
• 2008

The purpose of this study is to compare the Korean consumers' global brand preference and purchase intension with Chinese consumers. Based on the literature review, we created structural correlation between consumer ethnocentrism, perceived quality, brand of origin image global brand preference and purchase intension. The survey polled 500 university students in Busan, Korea and Shanghai, China. SPSS ver.15.0과 AMOS ver.7.0 statistical package were used to analysis the questionnaire data. In order to examine the structural correlation between variables we operated structural equation modeling. The results of the study were as follows: in Korean case, perceived quality and brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. And global brand preference had no effect on purchase intension, either. in Chinese case, perceived quality, brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. while global brand preference had positive effect on purchase intension.

• International Commerce and Information Review
• /
• v.14 no.2
• /
• pp.497-521
• /
• 2012

This paper is to conduct comparative analysis of the impact of overall logistics service quality and its different influence across countries in internet shopping mall context. After reviewing the different approaches given by the literature, SEM analysis was used to testify the hypotheses. A questionnaire based on personal survey was conducted from internet shopping mall users in Korea, China, Japan. This paper collected data from 786 respondents in the countries. Structural equation modeling was also applied to these data to test relationships among the variables in the study. The empirical results of this study are summarized as follows. First, overall logistics service quality of internet shopping mall has a positive direct effect on the consumer assurance as well as consumer satisfaction. Second, consumer assurance and consumer satisfaction have mediated effects between overall logistics service quality and post-purchasing behaviors intention. Third, its effect size of the '$GLSQ{\rightarrow}$ consumer assurance' and the '$GLSQ{\rightarrow}$ consumer satisfaction' links are the same in each country. However, that of the consumer assurance and the consumer satisfaction for the organizational performance are different for each country.