• Title/Summary/Keyword: Negative Word of Mouth

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A Study on the eWOM and Selecting Movie According to Online Media and Replies (온라인 매체와 댓글에 따른 영화 구전의도 및 관람의도에 관한 연구)

  • Yu, Dengsheng;Lim, Gyoo Gun
    • Journal of Information Technology Services
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    • v.14 no.2
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    • pp.177-193
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    • 2015
  • A great number of customers, who want to watch movies usually check out online reviews before choosing what to watch a movie. The most representative online media that customers consult are portal sites and SNS (Social Network Service). Although there have been numerous studies on online eWOM (e-Word of Mouth) and the effects of online media in businesses, it remains a question that which media is best for WOM (Word of Mouth) when selecting movies. This research examines customer's intention for consulting eWOM and for watching movies according to the number and tendency of online replies. We have compared portal sites and SNS about information of movie. The study shows that a large number of positive replies can affect the intention for WOM and choosing movies. Facebook has more influence than portal sites when choosing what to watch when replies consist of large and positive comments. However, there is no difference between the two types of media when they consist of negative comments.

Understanding Negative Electronic Word-of-Mouth(eWOM) : Social Ties and Key Determinants (부정적 eWOM에 대한 이해 : 사회적 연대와 핵심 요인)

  • Song, Seok-Woo;Sun, Jong-Hak
    • Korean Management Science Review
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    • v.28 no.3
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    • pp.95-112
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    • 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.

Effect of Consumer Confusion on Word of Mouth and Trust Through Anger: Focusing on The Moderation Effect of Consumer's Negative Affectivity and Intolerance of Uncertainty (소비자 혼란이 분노를 통해 구전, 신뢰에 미치는 영향: 소비자의 부정적 감정 성향과 불확실성 인내력 부족의 조절역할을 중심으로)

  • Moon, Sun-Jung;Kang, Bo-Hyeon;Lee, Soo-Hyung
    • Asia Marketing Journal
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    • v.13 no.1
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    • pp.113-141
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    • 2011
  • Companies are competing each other, and as the competitions became higher, consumer's information processing for purchase became more complicated. Consumer confusion problem is getting more serious, but there are still not much considerations on this problem. The purpose of this study is to find out that the consumer confusion can causes consumer's negative emotion(anger). This research studied the mediation effect of negative emotion on the relationship between consumer confusion, which was classified into three categories, and two consequences, word-of-mouth and trust. And also it concentrates on moderating effects of negative affectivity and intolerance of uncertainty in the relationship between consumer confusion and negative emotion. For the empirical study, we carried out a survey targeting consumers who live in the Dae-gu metropolitan area. The specific results of this study are as follows. First, all sub-dimensions of the consumer confusion had a positive effect on anger. Second, anger had a positive effect on word of mouth and on the other hand, anger had a negative effect on trust. Third, negative affectivity had a moderating effects on the links between overload and ambiguity confusion with anger, and intolerance of uncertainty only had a moderating effects on the links between overload confusion and anger.

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Comparing Machine Learning Classifiers for Movie WOM Opinion Mining

  • Kim, Yoosin;Kwon, Do Young;Jeong, Seung Ryul
    • KSII Transactions on Internet and Information Systems (TIIS)
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    • v.9 no.8
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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.

Homepage on the Purchase Attributes of Food Service Products (미니홈피를 통한 구전 커뮤니케이션이 외식상품 구매 속성에 미치는 영향)

  • Kim, Ki-Young;Kim, Ji-Eung
    • Culinary science and hospitality research
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    • v.14 no.2
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    • pp.86-98
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    • 2008
  • This study aims at examining the effect of word-of-mouth communication through mini homepage on purchase attributes and mapping out a marketing strategy based on this. For this, it made an analysis of the communication level with 302 mini homepage users. The result showed that the communication level of information exchange has a positive effect on the purchase experience of food service products significantly, showing that the higher its level is, the more frequent its experience is. And it showed that the communication level of relationship retention has a negative effect on the purchase experience of food service products significantly, showing that the higher its level is, the less frequent its experience is. These results demonstrated the utility that can increase word-of-mouth communications through information exchange and relationship retention, given that they are used with the object based on the kinship of information exchange and relationship retention as word-of-mouth communications, and that they lay stress on the connection with other people in the mini homepage.

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The Information Search Method According to Eating-out Motivation of College Students in Eastern Area of Kangwon Province (강원도 영동권 지역 대학생들의 외식동기에 의한 정보탐색방법)

  • Yoon Tae-Hwan
    • Korean journal of food and cookery science
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    • v.22 no.2 s.92
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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.

The Effects of Fashion Blog Features on Commitment, Satisfaction and Word-of-Mouth Intention (패션블로그의 특성이 몰입, 만족 및 구전의도에 미치는 영향)

  • Hong, Byung-Sook;Kwon, Yoo-Jin;Lee, Jae-Wook;Ryu, Eun-Suk
    • Journal of the Korean Society of Clothing and Textiles
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    • v.36 no.2
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    • pp.244-257
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    • 2012
  • This study is to understand the effects of fashion blog features on commitment, satisfaction, and Word-of-Mouth intention due to the interest shown by fashion companies on fashion blogs as new marketing communication strategies. The survey was conducted from April $23^{rd}$ to May $2^{nd}$, 2011 and all 300 respondents had visited fashion blogs. The results of this study are described below. First, the study finds that fashion blog features have five dimensions; interactivity, information reliability, convenience of information access, reputation, and intimacy. Commitment consists of behavioral commitment and emotional commitment, and satisfaction consists of two dimensions; information satisfaction and usage satisfaction. Second, behavioral commitment, is positively influenced by all fashion blog features (except for the negative effect on interactivity). Blog features have a positive impact on emotional commitment (except for negative impact on reputation). Third, information satisfaction is influenced by all fashion blog features; however, usage satisfaction is influenced only by interactivity, reputation, and intimacy. Fourth, Word-of-Mouth intention is influenced by all commitment and satisfaction dimensions. The results of this study will help fashion companies use fashion blogs as marketing communication tools.

Consumers' Negative Responses to the Communication Failure of Chatbots in Online Fashion Shopping Malls (온라인 패션 쇼핑몰 챗봇의 커뮤니케이션 실패에 대한 소비자의 부정적 반응)

  • Seo, Min Jeong
    • Fashion & Textile Research Journal
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    • v.24 no.2
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    • pp.183-194
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    • 2022
  • This study aims to understand the consumers' negative responses to communication failure of chatbots caused by their imperfections. Specifically, this study examines 1) the relationship among chatbot's communication failure, dissatisfaction, negative behavior (complaint, negative word-of-mouth (nWOM), and inertia); 2) the moderating effect of technostress on the relationship between chatbot's communication failure and dissatisfaction; 3) the differences in the negative responses between the generation MZ and the previous generations. Data were collected via an online survey. First, the participants interacted with the chatbot developed for this survey, to experience the chatbot's communication failure. Thereafter, they responded to a questionnaire. PLS-SEM was conducted using the R software environment to test the hypotheses. This study empirically identified that chatbot's communication failure positively affected dissatisfaction. In addition, the customers who were more dissatisfied with the chatbot's communication failures were more likely to complain than engage in nWOM. Compared to the generation MZ, chatbot's communication failure caused a higher level of dissatisfaction in previous generations. The results suggest that online shopping malls should carefully introduce an improved chatbot service after minimizing its communication failure rate. The chatbot developers of online shopping malls targeting middle-aged and elderly consumers should strive to develop and implement strategies to further alleviate consumers' dissatisfaction in the situation of chatbot's communication failure.

A Study on the Effects of Consumer Lifestyle(VALS) on Small Enterprises' Consumers WOM (소상인 점포 이용 소비자의 라이프스타일(VALS)이 구전 효과에 미치는 영향에 관한 연구)

  • Choi, Shin-Hea;Kim, Young-Ki;Kim, Seung-Hee
    • Journal of Distribution Science
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    • v.15 no.12
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    • pp.61-72
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    • 2017
  • Purpose - Despite that the importance of small enterprises' performance in the community has been magnified, no study has been conducted yet on the performance based on consumers directly faced by small enterprises. Accordingly, this study aims to investigate the relationship between the life styles of consumers who use small enterprises' stores by type and the word of mouth(WOM) effects, which are concrete behaviors of consumers. Research design, data, and methodology - The VALS classification system was utilized to classify the types of life styles of consumers who use small enterprises' stores. The consumers were divided into a total of four types. This study was intended to investigate the effects of the types of consumers on the word of mouth(WOM) effects of consumers who use small enterprises' stores along with the effects of consumers' perception of economic situations on their word of mouth(WOM) effects after using small enterprises' stores. Results - The results of the study indicated that among the types of consumers who use small enterprises' stores, the group that pursues faith and the group that pursues knowledge had positive (+) effects on favorable word of mouth(WOM) effects. However, the group that pursues trends and the group that pursues action were shown to have no effect and positive or negative perceptions of economic situations were shown to have no effects of the word of mouth(WOM) effects of users of small enterprises' stores. Conclusions - In this study, as a measure to create small enterprises' performance, word of mouth(WOM) effects on small enterprises' stores according to consumers' consumption behaviors were examined focusing on consumers. Through the study results, the groups of consumers who use small enterprises' stores by type that provide favorable word of mouth(WOM) effects were derived. And This Study aims to investigate the relationship between the four type life styles of consumer who use small enterprises' stores and the word of mouth(WOM) effect. Accordingly This study is significant in that it derived a measure to create small enterprises' performance centering on consumers and that it presented a cornerstone for the establishment of small enterprises at the government level.

The Effects of LMX and Perceived Fit on Employees' Negative Word-of-Mouth: The Role of Corporate Citizenship and Organization-Based Self-Esteem

  • Jong-Wook Kim;Jong-Keon Lee
    • Journal of Korea Trade
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    • v.27 no.4
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    • pp.19-44
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    • 2023
  • Purpose - This study examines the relationships between leader-member exchange (LMX), perceived fit, organization-based self-esteem (OBSE), corporate citizenship, work engagement, and employees' negative word-of-mouth (NWOM). In particular, it analyzes the effect of the interaction between LMX and corporate citizenship on OBSE, and the effect of the interaction between perceived fit and corporate citizenship on OBSE. Finally, this study analyzes moderated mediation by legal/ethical citizenship and philanthropic citizenship, and work engagement in the LMX-NWOM relationship and the perceived fit-NWOM relationship, respectively. Design/methodology - The research data were collected through a questionnaire from 293 employees working at 117 restaurant companies in Korea. Findings - The results were as follows. First, both LMX and perceived fit were negatively related to employees' NWOM. Second, both LMX and perceived fit were positively related to OBSE. Third, OBSE was negatively related to employees' NWOM. Fourth, legal/ethical citizenship and philanthropic citizenship were found to attenuate the positive (+) relationship between perceived fit and OBSE, respectively. Fifth, it was found that work engagement weakened the negative (-) relationship between OBSE and NWOM. Finally, OBSE was found to have a partial mediating effect moderated by corporate citizenship (legal/ethical citizenship and philanthropic citizenship) and work engagement in the relationship between perceived fit and NWOM. Originality/value - This study makes a theoretical contribution by expanding the mechanisms associated with LMX and NWOM by revealing the mediating effect of OBSE in their relationship. Additionally, this study makes a theoretical contribution in that it demonstrates the importance of enhancing legal and ethical citizenship and philanthropic citizenship by revealing the moderating effect of corporate citizenship in the relationship between perceived fit and OBSEE. Finally, it makes a theoretical contribution by suggesting that the interaction between work engagement and OBSE is important in reducing employees' NWOM by revealing the moderating effect of work engagement.