• 한국의류산업학회지
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• 제18권3호
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• pp.317-326
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• 2016

The main purposes of this study were to segment Chinese consumers who purchase fashion products through internet commerce according to internet shopping values, to compare their online word-of-mouth acceptance and dissemination behavior, and to examine the demographic characteristics and purchase behavior of the segments. 715 questionnaires were collected through internet survey from January $19^{th}$ to March $16^{th}$, 2015 and a total of 488 were used for the final data analysis. The respondents were twenty to thirty nine years old men and women living in all over China. Hedonic and utilitarian shopping values were identified through factor analysis and based on the shopping values, the respondents were categorized into four groups-ambivalent shopping value group, hedonic shopping value group, utilitarian shopping value group and indifferent group. Among these groups, there were significant differences in terms of online word-of-mouth acceptance as well as dissemination level and motivation. In overall, ambivalent shopping value group showed high online word-of-mouth acceptance as well as dissemination motivation. The groups also showed significant differences in clothing selection criteria, frequently purchased internet shopping sites, online clothing shopping frequency and information sources. The groups also differed in terms of age, residential area, education level, occupation and income. However, there were no significant differences in gender and marital status among the groups.

• 한국멀티미디어학회논문지
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• 제25권2호
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• pp.382-389
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• 2022

In China, E-commerce live broadcast has emerged as the most popular and innovative online shopping form for today's consumers, and its "real-time interactive" feature can compensate for the communication delays of general online shopping. Based on the author's previous research it has been demonstrated that, in the E-commerce live broadcast environment, Internet Word of Mouth (IWOM) has become an important reference for consumers when making purchases. In this paper, we reconstructed the "IWOM-Purchase Intentions" model and use interaction (Auchor-Audience and Audience-Audience) as a mediating variable to empirically investigate the impact of IWOM on purchase intentions in E-commerce live broadcast. The data were collected through a questionnaire survey of individuals who had experience in E-commerce live broadcast and 250 valid data were obtained and analyzed by SPSS21.0. The results show that: the interaction (Auchor-Audience) acts as a mediator between IWOM (strength of relationship; word-of-mouth quality and word-of-mouth timeliness) and purchase intention; And the interaction (Audience-Audience) acts as a mediator between word-of-mouth timeliness on purchase intention, but has no significant mediation on the impact on the strength of relationship and word-of-mouth quality to purchase intention. On this basis, recommendations are made for the implementation of IWOM marketing strategies for E-commerce live broadcast platforms and anchors.

• Journal of Information Technology Applications and Management
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• 제13권3호
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• pp.181-200
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• 2006

The purpose of this study is to examine factors influencing online product transformation focusing on benefits of online shopping and word of mouth. Generally, it has been known that buying search goods is more proper than experience goods in the online. However benefits of online shopping and word of mouth make product transformation from experience goods to search goods and the product transformation promote the purchase of experience goods online. We developed a conceptual model of online product transformation including benefits of online shopping(e.g. good price and convenience), online word of mouth (e.g. bulletin board and consumer reviews), and consumer characteristics (e.g. innovativeness and Internet usage). Also, we suggest several research propositions on online product transformation. The implications for marketing strategies of experience goods and furher research direction are suggested.

• 한국정보통신학회논문지
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• 제18권6호
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• pp.1454-1461
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• 2014

본 연구는 중국 현지인들을 대상으로 중국 인터넷 쇼핑몰의 물류품질이 고객만족에 미치는 영향과 고객만족이 구전의도에 미치는 영향을 분석하고 쇼핑몰의 유형과 이용자의 특성에 따라서 물류품질이 고객만족에 미치는 영향에는 차이가 있는지를 살펴보는 연구이다. 분석결과 물류품질의 배송요금과 사후성, 친절성 요인이 고객만족에 유의한 영향을 미쳤고 고객만족은 구전의도에 유의한 영향을 미쳤다. 그리고 쇼핑몰의 유형과 이용자의 성별, 연령에 따라서 물류품질이 고객만족에 미치는 영향에서는 차이가 없음을 확인할 수 있었다.

• 디지털융복합연구
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• 제14권7호
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• pp.117-126
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• 2016

본 연구는 인터넷환경하에서 콘텐츠의 정보속성과 인터넷이용자들의 커뮤니케이션과정과의 관계를 고찰하는데 있다. 이를 위하여 인터넷환경하에서 콘텐츠의 정보속성이 인터넷 이용자들의 커뮤니케이션을 통해서 어떻게 사회적 영향을 미치는지 살펴보고, 이용자들간의 사회적 영향이 구전활동과 어떠한 관계를 가지는지 살펴보고자 한다. 실증연구 결과 정보속성 가운데, 이해용이성, 관련성, 새로움은 인터넷이용자들간의 상호간의 커뮤니케이션에 긍정적인 영향을 미치는 인과관계를 확인할 수 있었고, 인터넷이용자들간의 커뮤니케이션은 이용자들의 내재화와 동조에 모두 긍정적인 영향을 주는 인과관계가 나타났다. 마지막으로 사회적 영향인 내재화와 동조는 인터넷이용자들의 구전활동에 긍정적인 영향을 미치는 결과를 보여주었다.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제9권8호
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• pp.3169-3181
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• 2015

Nowadays, online word-of-mouth has become a powerful influencer to marketing and sales in business. Opinion mining and sentiment analysis is frequently adopted at market research and business analytics field for analyzing word-of-mouth content. However, there still remain several challengeable areas for 1) sentiment analysis aiming for Korean word-of-mouth content in film market, 2) availability of machine learning models only using linguistic features, 3) effect of the size of the feature set. This study took a sample of 10,000 movie reviews which had posted extremely negative/positive rating in a movie portal site, and conducted sentiment analysis with four machine learning algorithms: naïve Bayesian, decision tree, neural network, and support vector machines. We found neural network and support vector machine produced better accuracy than naïve Bayesian and decision tree on every size of the feature set. Besides, the performance of them was boosting with increasing of the feature set size.

• 한국콘텐츠학회논문지
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• 제6권3호
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• pp.75-84
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• 2006

인터넷은 다양한 정보를 소비자에게 제공하며 구매의사결정을 지원하는 중요한 매체이다. 특히 인터넷의 상호작용적 특성과 정보 생성자라는 소비자 역할의 변화는 구매행동에서 구전커뮤니케이션을 통해 교환되는 정보의 효용가치를 증가시키는 계기가 되었다. 본 연구의 목적은 온라인 쇼핑환경에서 구전커뮤니케이션을 통한 정보의 지각된 유용성에 미치는 영향요인을 규명하고, 지각된 유용성과 구전커뮤니케이션스타일과의 관계를 규명하는 것이다. 분석결과 선택 불확실성, 지식불확실성, 지각된 위험 등의 요인이 커뮤니케이션을 통한 정보의 유용성에 유의미한 영향을 미쳤으나 관계불확실성은 영향을 주지 않았다. 또한 소비자 간에 교환되는 정보의 유용성을 높게 지각할수록 수동적인 커뮤니케이션보다는 상호작용적 커뮤니케이션 방식을 선택하는 것으로 조사되었다.

• 지식경영연구
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• 제14권1호
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• pp.1-19
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• 2013

Consumers have collected information and sought advices from other consumer through Internet. They could collect information in virtual space (online) not real world, that is Electronic Word of Mouth (eWOM). This study focused on research the factors on effect in Electronic Word-of-Mouth (eWOM) in the open market which is mediate between individuals and online stores. This is an exploratory study for research on finding factors of effect in eWOM. First of all, 5factors are selected from interview with 31 consumers. Then online surveys are conducted and 5 factors are significantly supported. This study is academically new approach on an exploratory study and it could suggest marketers to strategically manage eWOM.

• 한국식품조리과학회지
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• 제22권2호
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• pp.213-221
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• 2006

Although motivation and information search have both been studied continuously and separately as important marketing strategies, the relation between cause and effect has received little research attention. Therefore the objective of this study was to research the causal relationships between motivation and information search method. Frequency analysis and reliability analysis, factor analysis, and SEM(Structure Equation Model) were adopted to analyze the data. Motivation was divided into 5 factors which significantly influenced information search method. Factor 1, 'Reception and congratulation', influenced information search positively through 'newspaper, magazine', and 'word of mouth' but negatively through 'TV-advertising' and 'Flyer, Press copy'. Factor 2, 'Change of dietary life', influenced positively 'TV-advertising'. Factor 3, 'Economic saving', influenced positively 'newspaper, magazine', and 'the e-mail's advertising' Factor 4, 'Preference motivation', influenced negatively 'word of mouth' Factor 5, 'Advertisement and companion's need', influenced positively 'newspaper, magazine', and 'the e-mail's advertising' but negatively 'TV-advertising' As a result, customers appeared to choose various information search methods according to their eating-out motivation. 'The e-mail's advertising', and 'word of mouth' are popular among customers' information search methods. Therefore, food-service corporations need to try eliminating negative images of various advertisements and activate positive word of mouth marketing, promotion through internet.

• 한국IT서비스학회지
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• 제11권3호
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• pp.227-240
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• 2012

Given the prevalence of internet and web 2.0, SNS(Social Network Service) market is growing rapidly. IT providers which focused marketing point on network hub have become to disseminate SNS mainly now. Many users are using the various functions of SNS to communicate each other or share the information. At this point, identifying the influencing factors to WOM(Word-Of-Mouth) of SNS is very important. In this paper, we aim to examine the effects of perceived variables on the WOM of SNS. In order to analyze the antecedents, we selected perceived factors such as perceived usefulness, perceived easiness, perceived enjoyment and perceived crowd. For statistical analysis, we surveyed real users of SNS. As a result, all antecedents of WOM showed significant influence and among the variables the perceived enjoyment has top standardized coefficient. In addition, perceived crowd has significant on perceived easiness, perceived enjoyment but not on perceived usefulness. The result of this research can be useful guidelines to increase SNS Market.