• 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.

• Journal of Fashion Business
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• v.25 no.5
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• pp.149-162
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• 2021

Nowadays, the cosmetic and fashion industries are paying attention to influencer marketing on Instagram. In this study, we determined whether electronic word of mouth (e-WOM) communications were affected by the following parameters: the influencer's information source, message sidedness, and consumer's regulatory focus. The experimental design of this study is a three-way mixed ANOVA, which comprises of 2 (influencer information source: expert vs general consumer) × 2 (message sidedness: two-sided message vs one-sided message) × 2 (consumer regulatory focus: promotion focus vs prevention focus) structure. The data for this research study was obtained by distributing a questionnaire to 410 subjects. The participants were aged between 20 and 39 years and lived in Seoul and Gyeonggi areas. In total, the data of 396 subjects was analyzed with the help of SPSS 25.0 statistical program: frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis were performed. The analysis results were as follows: First, influencer information sources and consumer regulatory focus exhibited a significant interaction with consumers' e-WOM intentions. Second, message sidedness and consumer's regulatory focus exhibited a significant interaction with e-WOM intentions. Third, influencer information source and message sidedness exhibited a significant interaction with consumers' e-WOM intentions. Based on these findings, the type of influencer's information source and the consumer's regulatory focus was taken into consideration while marketing cosmetics on Instagram. Moreover, influencer marketing strategies must be used to evaluate message sidedness. This would help us gauge the consumer's attitude towards advertisements.

• Asia pacific journal of information systems
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• v.23 no.3
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• pp.131-154
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• 2013

New internet technologies have created a revolutionary new platform which allows consumers to make decision about product price and quality quickly and provides information about themselves through the transcript of online reviews. By expressing their feelings toward products or services on virtual opinion platforms, users extend their influence into cyberspace as electronic word-of-mouth (e-WOM). Existing research indicates that an impact of eWOM on the consumer decision process is influential. For both academic researchers and practitioners, investigating this phenomenon of information sharing in online website is essential given the increasing number of consumers using them as sources of purchase decisions. It is worthwhile to examine the extent to which opinion seekers are willing to accept and adopt online reviews and which factors encourage adoption. Discerning the most motivating aspects of information adoption in particular, could help electronic marketers better promote their brand and presence on the internet. The objectives of this study are to investigate how online WOM influences a persons' purchase decision by discovering which factors encourage information adoption. Especially focused on the self-efficacy, this research investigates how self-efficacy affects on information usefulness and adoption of online information. Although people are exposed to same review or comment about product or service, some accept the reviews while others do not. We notice that accepting online reviews mainly depends on the person's preference or personal characteristics. This study empirically examines this issue by using cognitive dissonance theory. Specifically, in the movie industry, we address few questions-is always positive WOM generating positive effect? What if the movie isn't the person's favorite genre? What if the person who is very self-assertive so doesn't take other's opinion easily? In these cases of cognitive dissonance, is always WOM generating same result? While many studies have focused on one direct of WOM which indicates positive (or negative) informative reviews or comments generate positive (or negative) results and more (or less) profits, this study investigates not only directional properties of WOM but also how people change their opinion towards product or service positive to negative, negative to positive through the online WOM. An experiment was conducted quantitatively by using a sample of 168 users who have experience within the online movie review site, 'Naver Movie'. Users were required to complete a survey regarding reviews and comments taken from the real movie page. The data reflected user's perceptions of online WOM information that determined users' adoption level. Analysis results provide empirical support for the proposed theoretical perspective. When user can't agree with the opinion of online WOM information, in other words, when cognitive dissonance between online WOM information and users' preference occurs, perceived self-efficacy significantly decreases customers' perception of usefulness. And this perception of usefulness plays an important role in determining users' intention to adopt online WOM information. Most of researches have been concentrated on characteristics of online WOM itself such as quality or vividness of information, credibility of source and direction of online WOM, etc. for describing effect of online WOM, but our results suggest that users' personal character (e.g., self-efficacy) plays decisive role for acceptance of online WOM information. Higher self-efficacy means lower possibility to accept the information that represents counter opinion because of cognitive dissonance, whereas the people that have lower self-efficacy are willing to accept the online WOM information as true and refer to purchase decision. This study suggests a model for understanding role of direction of online WOM information. Also, our result implicates the importance of online review supervision and personalized information service by confirming switching opinion negative to positive is more difficult than positive to negative through the online WOM information. This implication would help marketers to manage online reviews of their products or services.

• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.662-670
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• 2016

This study notices that corporate crisis spreading throughout society through SNS, according to the growing influence of online e-WOM on the basis Mobile and SNS. The study will prove that users' psychological tendencies can be affected by online e-WOM and played a role factors of crisis management on Facebook fanpage. This study conducted Facebook Fanpages users' perception of authenticity, Fanpage identification theory and interactivity affected Online e-WOM before a crisis, and authenticity, Fanpage identification theory and interactivity affected negative Online e-WOM after a crisis. The result through the sample of 290 men and women in their 20s and 30s who use a Facebook fanpage. found that Facebook fanpage users' perception of authenticity, Fanpage identification theory and interactivity affect on Online e-WOM before a crisis. On the other hand, the results found that Facebook fanpage users' perception of authenticity, and interactivity affect on Online e-WOM in caused crisis. Based on the results from the present study, suggested authenticity, Fanpage identification theory and Interactivity function in the aspect of the relationship marketing or crisis communication.

• International Area Studies Review
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• v.15 no.3
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• pp.493-511
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• 2011

This study investigate the impacts of Chinese consumers' cultural dispositions on the WOM behaviors in SNS. Specifically, cultural dispositions in the individual-level, collectivism and uncertainty avoidance, were examined as potential predictors of eWOM behaviors in SNSs. Hypotheses are tested with a sample of 164 university students in Shanghai, China. The results of the structural equation analysis reveal that chinese consumers' collectivism in the individual-level positively affects the opinion seeking behavior. And chinese consumers' uncertainty avoidance in the individual-level positively affects the opinion seeking behavior and negatively affects the opinion giving behavior. Lastly, the opinion giving behavior positively affects the pass along behavior. Theoretical and managerial implications for Internet marketers in China were presented and discussed.

• The Journal of Industrial Distribution & Business
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• v.13 no.4
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• pp.35-49
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• 2022

Purpose - According to the recently changing consumer smart environment and consumer decision-making process, this study investigates the structural relationship between electronic(online) WOM information characteristics and brand community experience value types on specific brand reliability and brand transformation. In particular, the characteristics of word of mouth information and the experience value of brand community users were divided into detailed fac tors and approached. Methodology - In order to proceed with this study, we review previous studies and setting hypotheses. The hypothesis was verified through a survey that was conducted for the consumers with online consumption activities in less than six months. With reference to previous studies, operational definition was made for the questionnaire design. In order to verify the hypothesis, 282 people were statistically analyzed through the survey This data were used for AMOS for confirm hypothesis established. Results - eWOM information characteristics were classified into usefulness, timeliness and un-bias, and online community experience values were classified into interaction, playfulness, and virtuality. In addition, it is to investigate the relationship between the brand reliability and user's experience value in brad community. The main results are as follows. The first result was that usefulness and un-bias, which are the eWOM information characteristics had a positive effect on forming brand reliability. However, the factor of timeliness did not affect brand reliability. Second, in terms of user experience value and brand reliability in the brand community. It was fo und that experience values such as interaction, playfulness, and vituality all had a positive influence on brand reliability. Third, it was found that brand reliability has a positive influence on the on-line conversion activity of users. Conclusions - Through this study, the field of online consumer behavior research is expanding, and this study suggested that careful management is necessary according to the type or characteristics of eWOM information. Additionally, it presents the importance of the user's empirical value in the brand community influencing brand attitude and reliability. In practice, the implementation of the marketing communication mix in digital marketing has recently been underway to enhance the conversion behavior of users. At this level, it also reveals the preceding factors that increase user conversion behavior.

• The Journal of Information Systems
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• v.20 no.4
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• pp.233-254
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• 2011

Although e-commerce is growing fast, e-commerce consumers are still under higher risk and uncertainty in the comparison of the traditional commerce's. Consumer review boards of online shopping malls are good measures to help buyer's decision making, and should be managed effectively by sellers. We formulate the research model on consumer trust formation on seller managed web review boards on the background of previous literatures on e-WOM and trust. Our data analysis with 368 samples shows seller's reputation, e-service quality, perceived reviewer's benevolence and ability have significant positive effect on the trustworthiness of the board. Product involvement shows weak negative moderation effect on the relationship between perceived reviewer's benevolence and trustworthiness of review boards.

• Asia pacific journal of information systems
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• v.27 no.2
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• pp.77-98
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• 2017

The development of mobile social networking service (SNS) triggers the growth of social commerce industry. Customers rely considerably on electronic word of mouth (eWOM) to make purchasing decisions. Thus, SNS is an important commercial platform that offers attractive opportunities and challenges to firms. This study sheds light on the role of SNS as a social commerce platform by focusing on WeChat, the most popular SNS in China. This study identifies three different types of trust based on SNS that customers perceive in the context of social commerce. These types of trust are contents trust, source trust, and platform trust. This study suggests the antecedents and consequences of each trust. Our results prove that eWOM intention relies on contents trust and source trust, whereas purchase intention depends on contents trust, source trust, and platform trust. This study also finds that contents trust is positively influenced by source trust and platform trust. Finally, the result verifies the key antecedents of each trust, namely, vividness and timeliness for contents trust, competence, benevolence, and integrity for source trust, and instrumental need and social need for platform trust. The discussion and implications on the findings are provided.

• Journal of the Korea Society of Computer and Information
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• v.29 no.6
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• pp.223-233
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• 2024

This study investigates the impact of personalization recommendation systems on customer loyalty in e-commerce, focusing on the role of information presentation, system interaction, and social community functions. It examines how these elements influence flow state, word of mouth (WOM), and repurchase intention (RPI). Using structural equation modeling (SEM) and data collected from 500 respondents in SPSS and AMOS, the study finds that all three personalization aspects significantly enhance flow state, which, in turn, positively affects WOM and RPI. System interaction directly boosts both WOM and RPI, while information presentation and social community functions influence only one of these loyalty measures. Flow state mediates the relationship between personalization factors and loyalty outcomes. These findings suggest e-commerce platforms should enhance system interaction and embed social community features to foster customer loyalty.

• Fashion & Textile Research Journal
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• v.18 no.1
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• pp.15-26
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• 2016

Many brands are attempting to use consumers as a part of their marketing strategies, due to the fashion industry's sensitive response to consumers' reaction. In addition, due to the popularity of e-WOM(electronic Word-Of-Mouth), fashion brands are highly sensitive to their supporters' online reviews. Amid this background, the main objectives of this study are as follows: 1) to analyze the effect of online reviews' attributes and valences on forming an impression about a fashion brand; 2) to examine the online re-WOM(word-of-mouth) effect of online reviews by fashion brand supporters on brand attitude; and 3) to measure the moderating effect of fashion involvement in online re-WOM intention. In order to verify the research model and to test the proposed hypotheses, a 2 (utilitarian vs. hedonic review attributes) by 2 (positive vs. negative review valences) model is constructed and gathers 215 respondents. The results demonstrate that consumers form the highest reliable impression based on utilitarian and negative online reviews. However, there is no relationship between the types of online reviews and the formation of a favorable impression. Findings also reveal that the impression formed by online reviews has a positive effect on re-WOM intention, contributing to brand attitude. In addition, the hypothesis about the moderating effect produced by fashion involvement on re-WOM is supported. In conclusion, these results suggest that online reviews by fashion brand supporters have a powerful effect on forming a consumer's impression towards a fashion brand, affecting re-WOM intention and brand attitude.