• 한국산학기술학회논문지
• /
• 제14권5호
• /
• pp.2157-2167
• /
• 2013

본 연구의 목적은 온라인 패밀리 레스토랑 웹사이트 상에서 웹사이트가 제공하는 서비스품질에 대해 사용자 자신이 인지하는 서비스품질 평가와, 자신이 아닌 타인 사용자의 평가에 기반을 둔 구전효과의 영향효과가 고객만족도 및 웹사이트에 대한 재방문의도에 미치는 영향을 분석하고자 하는 것이다. 서비스품질, 구전효과, 고객만족도, 그리고 재방문의도의 4가지 구성개념을 기반으로 연구모형이 제시되었으며, 연구모형은 수도권 3개 대학의 175명의 대학생 설문지를 대상으로 구조방정식을 이용하여 검증 하였다. 검증결과, 서비스품질은 고객만족도에 유의적인 영향을 미쳤으나, 구전효과는 서비스품질과 고객만족도 간 관계에서 완전매개효과가 있음이 나타났다. 또한 고객만족도와 재방문 의도 간 관계는 유의한 것으로 드러났다. 결론적으로 패밀리 레스토랑 업체는 웹사이트를 고객관계관리의 효과적인 수단으로 활용하기 위해서 서비스품질요인과 더불어 온라인 구전효과와 같은 사회적 영향 효과를 함께 관리하는 노력이 필요할 것이다.

• 경영과학
• /
• 제28권3호
• /
• pp.95-112
• /
• 2011

The Internet has generated a number of online review sites where dissatisfied consumers can easily articulate their opinions and comments on products or services. Little attention, however, has been directed to investigating the relationship between negative electronic word-of-mouth (eWOM) and its critical determinants that affect consumers' purchasing behaviors. This study attempts to explore the influence of the key determinants of consumers' negative eWOM behaviors, including their social relationships online. The results show that tie strength is positively associated with the proposed determinants, such as information credibility, external search efforts, and product involvement. Further, we find that perceived risk plays a mediating role in the relationship between consumers' intention to spread eWOM and its key determinants.

• 한국의류산업학회지
• /
• 제25권6호
• /
• pp.690-703
• /
• 2023

With the emergence of digitalization and environmental changes, such as those caused by COVID-19 and high-speed networks, online video platforms have changed how people communicate and created new marketing opportunities. The unique characteristics of mobile short-form videos are causing more people to consume and produce diverse content in the digital environment. The study focuses on two story types (product essential and relative information) to examine the effectiveness of short-form videos for fashion marketing. This study verified the influence of the common traits of short-form video content (informativeness, expertise, familiarity, and playfulness) on fun, e-WOM, and purchase intention and the mediation effect of fun using video samples categorized by story type. In this study, 300 Gen Z men and women responded to a survey after watching a 30-second short-form video sample. All the traits of short-form video content were found to have a positive effect on fun. Moreover, all the traits excluding playfulness had a positive effect on e-WOM and purchase intention as well. Fun had a positive effect on both e-WOM and purchase intention as well as a partial mediating effect. These findings are expected to provide insight and reference for planning short-form video marketing from the perspective of the fashion industry.

• 광고학연구
• /
• 제25권5호
• /
• pp.7-42
• /
• 2014

본 연구는 정보원의 사회적 거리감(social distance)에 따른 기업 페이스북 페이지에서의 광고 효과, 즉 메시지 태도와 온라인 구전의도(e-WOM)를 알아보았다. 또한, 사회적 거리감의 주 효과에 영향을 미치는 메시지의 노골적 설득 의도, 규범적 대인민감성(normative interpersonal influences), 정보적 대인민감성(informative interpersonal influences)의 조절 효과를 검증하고자 했다. 이를 위해 2(사회적 거리감 원/근)${\times}2$(메시지의 노골적 설득 의도 고/저)${\times}2$(규범적 대인민감성 고/저)${\times}2$(정보적 대인민감성 고/저)의 요인 설계를 하였다. 연구 결과, 사회적 거리감이 가까운 경우가 먼 경우보다 메시지 태도와 온라인 구전의도에 긍정적인 영향을 끼쳤다. 또한, 메시지의 노골적 설득 의도가 낮을 때는 사회적 거리감에 따라 메시지 태도, 온라인 구전의도 각각에 대한 차이가 크게 나타난 반면, 메시지의 노골적 설득 의도가 높을 때는 사회적 거리감에 따른 광고 효과에 큰 차이가 나타나지 않았다. 그리고 규범적 대인민감성과 사회적 거리감 각각은 광고 효과에 유의미한 영향력을 미쳤지만, 두 변인의 상호작용효과는 유의미하지 않아, 규범적 대인민감성의 조절 효과는 나타나지 않았다. 마지막으로, 정보적 대인민감성이 높을 때는 사회적 거리감에 따라 메시지 태도와 온라인 구전의도 각각에 대한 차이가 크게 나는 반면, 정보적 대인민감성이 낮을 때는 사회적 거리감에 따른 광고 효과에 유의미한 차이가 나타나지 않았다. 본 연구는 기업 페이스북 페이지의 광고 효과에 관한 다양한 변인들에 대해 탐색적으로 연구함으로써 다양한 관련 후속 연구를 위한 기반을 마련했을 뿐만 아니라 실무적 차원에서도 기업 페이스북 페이지와 관련한 보다 적극적이고 효율적인 마케팅 커뮤니케이션을 위한 기초 정보로서 다양한 전략적 시사점을 제공하고 있다.

• 산경연구논집
• /
• 제12권2호
• /
• pp.19-27
• /
• 2021

Purpose: This study investigated the impact of key factors such as service quality, perceived benefit and brand familiarity on a consumer's intention to order online food delivery (OFD). In addition, mediating effect of electronic word of mouth (e-WOM) between relationships among selected key variables and OFD purchase intention is also assessed. Research design, data and methodology: This explanatory, quantitative study employed convenience sampling and collected data through online structured questionnaire from 304 respondents who are users of OFD apps based in greater Klang valley region of Malaysia. The data was then subjected to normality and reliability assessment followed by confirmatory factor analysis, validity assessment and structural equation modelling using IBM SPSS AMOS 24.0. Results: Findings revealed that service quality, perceived benefits and brand familiarity affects purchase intention positively and significantly. Perceived benefits demonstrated highest impact on purchase intention followed by brand familiarity and service quality. Findings also suggest that e-WOM fully mediates relationship between brand familiarity and purchase intention, however, the same was not observed for remaining two variables. Conclusions: The study has enriched OFD literature by investigating impact of selected key factors on purchase intention in the context of OFD. Implications, limitations and future research avenues are then discussed.

• 패션비즈니스
• /
• 제13권4호
• /
• pp.51-59
• /
• 2009

The purpose of this research is to investigate the influences of service experience and brand reputation on intention by word of mouth(WOM) when consumers get experiences at beauty salon. We made 2(valence of service experience: positive/negative) ${\times}$ 2(brand reputation level: high/low) subjects experimental design in order to find reason that there is a significant difference of intention by word of the mouth between positive experience condition and negative experience condition. Also we tried to find the interaction of two factors. To test our hypothesis, an experiment was performed on 68 university students in seoul area. Specifically, we used 2-way ANOVA and planned contrast method through SPSS 12.0 procedure. As a result, a two-way ANOVA demonstrated a significant main effect of service experience, which means that people more intend to make WOM when they experience a negative service than a positive service. Also the ANOVA showed a significant interaction effect between service experience and brand reputation, which represents that people more intend to make WOM for high-reputed(low-reputed) brand than low-reputed(high-reputed) brand when they encounter negative(positive) services.

• 디지털융복합연구
• /
• 제17권2호
• /
• pp.81-89
• /
• 2019

본 연구는 페이스북 광고의 구성요인이 광고적절성 인식과 구전의도에 미치는 영향을 알아보았다. 부가적으로 광고 적절성 인식의 매개효과를 확인하였다. 이를 위해 페이스북 사용자를 대상으로 371개 자료를 수집하였다. 연구방법은 요인 분석과 공변량구조분석을 활용하였다. 연구결과 첫째, 페이스북 광고의 광고흥미성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 둘째, 페이스북 광고의 맞춤정보성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 셋째, 주변인반응성 속성은 광고적절성 인식과 구전의도에 유의미한 영향을 미쳤다. 넷째, 페이스북 광고적절성 인식은 구전 의도에 유의미한 영향을 미쳤다. 따라서 광고흥미성과 맞춤정보성 및 주변인반응성 속성은 완전매개효과를 나타냈다. 이러한 연구결과는 소비자들에게 페이스북 광고로서 정체감이 있는 광고와 효과적인 광고를 제작할 때 고려해야할 속성이 무엇인가에 대한 자료를 제공할 것이다.

• The Journal of Asian Finance, Economics and Business
• /
• 제7권11호
• /
• pp.381-391
• /
• 2020

This research article investigates the way eWOM in social media influences the formation of destination image through development of trust and satisfaction for the potential tourist. The research involved administering an 18-point questionnaire taking online reviews, tourist involvement, and eWOM, destination image components of trust and satisfaction as variables. Data was collected from 554 individuals forming a cross-section of social media users and analyzed using multi-variate techniques (Reliability, CFA, and SEM). Results indicate a positive and significant relationship between all except online review and destination trust and satisfaction. Indirect and direct effects indicate that eWOM fully mediates the relationship between destination satisfaction and involvement and partially mediates the relationship between destination trust and involvement. In the case of online reviews, eWOM acts as a full mediator between destination trust and destination satisfaction for the future traveler using social media. The study proposes that components of image vary depending upon the degree of involvement, volume online reviews and eWOM generated also termed as 'virality' and these in turn influence the intention to revisit or recommend a destination. The study highlights its utility for National Tourist Organizations (NTOs) and online travel intermediaries to enhance destination marketing efforts.

• 한국식품조리과학회지
• /
• 제32권3호
• /
• pp.353-362
• /
• 2016

Purpose: This study examined the influence of restaurant quality attributes on customers' satisfaction and their intention to revisit by investigating the moderating effects of customers' electronic word of mouth evaluation about ethnic restaurants. The study was based on a total of 215 samples obtained from social networking service users in a metropolitan area from July 10 to 25, 2015. The major findings are as follows. Methods: The data were analysed using frequency, factor analysis, regression analysis and hierarchical regression analysis. Results: According to the results of factor analysis, quality attributes were separated into three factors: food, service, and atmosphere. According to the results, food attributes, service attributes and atmosphere attributes had an affect on customers' satisfaction, between quality attributes and revisit intention, only food attribute had an affect on revisit intention. It showed also that customers' satisfaction had an affect on revisit intention. Customers' electronic word of mouth (eWOM) evaluation was found to moderate the relationships between service quality attributes and satisfaction. Conclusion: Implications and future research were also discussed.

• International Journal of Advanced Culture Technology
• /
• 제11권3호
• /
• pp.45-50
• /
• 2023

The number of international tourists is noticeably recovering in many parts of the world, with the number of Vietnamese tourists growing significantly. Consequently, this study aims to identify the factors influencing the image of Vietnam's tourist destinations among international tourists interested in visiting the country. Additionally, the study examines whether the perception formed in this manner subsequently affects their intention to visit. The findings reveal that cultural attractions and eWOM (Electronic Word of Mouth) positively influence the development of a tourism destination image. However, film tourism did not have a significant effect on the destination image. Moreover, it was observed that the destination image indeed influences the intention to visit.