• Journal of Contemporary Eastern Asia
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• 제13권2호
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• pp.3-14
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• 2014

Online communities are an important source of electronic-word-of-mouth (eWOM), however few studies have examined these types of messages within the Middle Eastern context. This study focuses on Kuwaiti women as members of an online beauty forum; previous work has suggested a mediating effect of gender with women being more likely to trust and follow-up word-of-mouth with a purchase. A conceptual model, based on existing theoretical contributions, provides the basis of a coding framework for the message characteristics that influence members' eWOM adoption. A sub-set of the analysis is presented: 218 threads (1820 messages, coded into 6702 units) illustrating cases where eWOM was adopted and thereby demonstrating continuance intention with members returning to the forum. Content analysis revealed the prevalence of emotional aspects in messages, coded into a new category of 'community bonding'. Findings show that emotion expressed in messages is as influential and important as cognitive aspects of argument quality.

• Journal of Smart Tourism
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• 제3권4호
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• pp.5-15
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• 2023

With the growing trend of online global market, customers have further technological capabilities in searching for information and online shopping on the Internet. In addition, electronic word-of-mouth (eWOM) is a significant factor that influences customer purchase intention. However, the perspective of online users on hotel websites is still in its infancy, especially in various cultural contexts. The current study examined a theoretical framework of hotel websites to understand how online users perceive the importance of hotel websites with regard to influencing purchase intention, within the content of Thai online users through an online questionnaire survey. Findings show that usability positively influences online Thai users' satisfaction. Moreover, eWOM has a significant positive influence on satisfaction, but eWOM has an indirect effect on the intention to purchase. Practical implications are further discussed.

• 한국전자거래학회:학술대회논문집
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• 한국전자거래학회 2005년도 e-Biz World Conference 2005
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• pp.155-160
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• 2005

This study identified online information characteristics and investigated the effects of information characteristics on word of mouth performance in online environment. And the comsumer knowledge was found to be a moderator of the relationship between information characteristics and WOM performance in online environment. The implication of this work to both researchers and practitioners were discussed.

• The Journal of Asian Finance, Economics and Business
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• 제8권3호
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• pp.1339-1347
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• 2021

Indonesia has a population of more than 260 million, of which, by 2020, Generation Y is predicted to account for 70% of the total. With different birth years, Generation Y is the backbone of Indonesia's product purchasing. Generation Y is interested in establishing strong relationships with specific brands on social media. They are also interested in working with companies to design a product. Most Generation Y utilizes more than one electronic device and they are also brand loyal. Therefore, this study seeks to examine the effect of social media (i.e., e-WOM, online community, and online advertising) on brand image and loyalty in Generation Y in Indonesia. The sampling method employed was purposive sampling. A total of 150 respondents in the age range of 23-30 years were involved as the sample. Using multiple regression model in data analysis, this study proved that e-WOM, not only have a positive and significant effect on the brand image, but also on brand loyalty. Furthermore, online community also positively and significantly affects brand image and brand loyalty. Likewise, online advertising has a positive and significant effect on brand image and brand loyalty. This study's findings indicated that all the proposed hypotheses were well accepted.

• 한국의류산업학회지
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• 제19권2호
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• pp.180-193
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• 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.

• 한국의류산업학회지
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• 제20권2호
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• pp.177-190
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• 2018

Fashion industry constantly produces and consumes, which leads to huge waste piles of perfectly usable textiles in landfills, as well as other negative effects of an exploitative and excessively rapid fashion process. Pollution created by making and dyeing clothes has pitted fashion industry and environmentalists against each other. In this context, upcycling is seen as an optimal way to solve the growing problem of waste in fashion industry. The first purpose of the study was to analyze the relationships between upcycling fashion products' perceived value, pro-environmental beliefs, attitudes, electronic word of mouth (eWOM) intention, and purchase intention. The second purpose is to verify the difference of perceived consumption value among the consumers' awareness level and purchase experience. A total of 258 valid responses obtained from a group of 20-30-year-old participants were collected through an online survey. SPSS 23.0 and Amos 18.0 programs were used for data analysis. The results of the present study suggest that there are significant effects of upcycling fashion products' perceived value on pro-environmental belief; furthermore, pro-environmental belief was found to positively influence attitude, eWOM intention, and purchase intention. In addition, there are differences of perceived consumption value among the consumers' awareness level and purchase experience. Taken together, the results of this study provide researchers and practitioners with a deeper understanding of consumers' values, beliefs, attitudes, and behavioral intentions towards upcycling fashion products.

• 유통과학연구
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• 제16권7호
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• pp.57-65
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• 2018

Purpose - Recently, internet access and social network utilization using smart phone are increasing. In such a smart environment, interactive activities such as information generation, information searching and information sending are increasing rapidly on-line environment. Therefore, consumers tend to purchase something according to eWOM and also meet the social consensus online environment. In connectivity society, consumers became accessible and engaged in the opinions of others easily. Many decisions that seem like personal decisions are actually social decisions on online connectivity. This paper seeks to explore factors that can help generate a social decision on purchasing of new products in an online environment. Research design, data, and methodology - The process of collecting a lot of wisdom and making an agreement online is called social decision. The purpose of this paper is to examine empirically the influence of factors such as online ties, online eWOM expectancy and online information behavior on online social decision. In addition, We studied online social decision by analyzing the moderating effect of new product innovation. To understand this structural relationship, research hypotheses and research models were set up and empirical analysis was conducted. In order to verify the hypothesis, 208 questionnaires were collected from the residents of Seoul city/Gyeonggi province. The answered questionnaire verifies reliability and validity using SPSS/AMOS and test hypotheses through path analysis and multiple regression analysis. Results - According to the research results, First, online ties don't have a positive impact on online social decision, Second, online eWOM expectancy have a positive impact on online social decision. Third, online information behaviors have a positive impact on online social decision. The degree of innovation of new products have a moderating effect between Independent variables of three factors and dependent variable of social decision. Conclusions - Social decisions have a positive impact on purchasing decisions about new product. There is a great significance in the fact that the online social influence and online social decision have been studied academically. It is meaningful that we have studied in depth the changing phenomenon of consumer purchase decision process in smart environment. The results of these studies provide academic and practical implications.

• 유통과학연구
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• 제20권5호
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• pp.65-74
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• 2022

Purpose: This paper evaluates which characteristics of marketing communication content distributed on social networks impact electronic word-of-mouth (e-WOM). Research design, data, and methodology: Quantitative research was carried out on 637 Vietnamese people aged from 18, who were exposed to marketing communication programs of fashion brands. Preliminary data were analyzed by the reliability of the scale, multivariate regression analysis, and analysis of variance. Results: The research findings have identified the four characteristics of social media content that positively impact e-WOM, including entertainment, interaction, trendiness, and customization. Participants aged 30 and under have a higher appreciation for media content and e-WOM than those from 31 and over. Conclusion: To promote e-WOM, marketing communication content distributed on social networks should focus on the following characteristics: (1) The entertainment of marketing communication content should involve positive emotions, fun, and enjoyment; (2) With interactive content, focus should be placed on discussion and exchange content, content that encourages sharing, and two-way interactive content; (3) For trending marketing communication content, marketers consider communicating brand-related latest information, up-to-date information, and hot discussion topics; and (4) When creating customized content, brands should be interesting, customized (information, product, price), and unique.

• 유통과학연구
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• 제21권1호
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• pp.85-93
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• 2023

Purpose: This research is intended to analyze how distribution of brand communication of a Soft Drink brand on brand image mediated through electronic word of mouth on packaged carbonated drink in Indonesian Gen-Z. This research also aims to find out how electronic word of mouth can have a role in creating a brand image for Indonesia Gen-Z. Research design, data and methodology: This research is using a quantitative approach with purposive sampling technique, a survey was conduct online and the number of samples being 384 responders who are spread all over Indonesia. The questionnaire construct was designed based on several variables, such as brand communication, brand image, and e-WOM. E-WOM was positioned as a mediating variable in this research. Brand Communication indicators consist of event and experience, public relation and publicity, direct marketing and personal selling. Meanwhile brand image consists of Attributes, Benefits, and Attitudes. E-WOM indicators consist of intensity, balance of opinion, and content. Results: The result of this research being (1) There is a significant influence between brand communication and brand image. (2) There is a significant influence between brand communication and electronic word-of-mouth. And (3) There is a significant influence between brand communication and brand image mediated through electronic word-of-mouth. Conclusion: The findings of this research prove that there is significant influence between brand communication, brand image and electronic word-of-mouth, this study also provide several information about how other factor affect the distribution of brand communication.

• 문화기술의 융합
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• 제9권4호
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• pp.283-290
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• 2023

유학생이 계속 늘고 있는 국내 교육 시장에서 소셜 미디어를 활용한 대학 마케팅이 중요해지고 있다. 본 연구는 소셜 미디어를 사용하는 소비자의 심리적 요인에서 출발하여 한국 교육 관광지의 온라인 구전의도에 영향을 미치는 요소를 탐구했다. 본 연구에서는 온라인 구전의도에 영향을 미칠 수 있는 영향을 설명하고 있으며 교육 관광지의 이미지와 중국 관광객의 관광만족감의 중요성을 확인했다. 또한, 소셜 미디어를 사용할 목적으로 여행하는 이용자들은 자아 이미지 일치성과 과시적 자기표현을 더 중요시하는 경향을 발견했다. 본 연구에서는 대학 마케팅을 목적으로 소셜 미디어를 사용하고 온라인 구전을 활성화함으로써 중국 관광객이 한국 교육 관광지에 대한 인식을 개선할 수 있으며 나아가서 유학생 모집에서도 성공적일 수 있음을 밝혀냈다.