• The Journal of Asian Finance, Economics and Business
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• 제8권2호
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• pp.475-483
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• 2021

COVID-19 pandemic has affected the lives of people and has forced businesses to develop different ways of doing businesses. Several businesses have implemented social responsibility activities. With social distancing keeping many people at home, online and digital platforms have become one of the most important mechanisms for businesses undertakings and implementing those social responsibility initiatives and activities - digital social responsibility (DSR). The purpose of this study is to examine the relationships of electronic word-of-mouth (eWOM) intentions and customer engagement with DSR in social media with attitude toward DSR as the antecedent during COVID-19 social distancing situation in Thailand. The study employs a quantitative research method where sampling method is followed by convenience sampling technique, and study data is collected through survey questionnaire with social media users who have experiences with firms' online social responsibility initiatives. Based the samples of 123 respondents, Structural Equation Modelling (SEM) has been used for analysis. The results show that attitudes toward DSR in social media significantly influence electronic word-of-mouth (eWOM) intentions and have a significant effect on customer engagement with DSR in social media. The mediation analysis also revealed that eWOM intention partially mediated the relation between attitudes toward DSR in social media and customer engagement.

• 한국식품영양학회지
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• 제24권2호
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• pp.217-225
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• 2011

The current research identified the impacts of WOM(Word-of-Mouth) regarding dining experience and the factors which were likely to influence them. Specifically, this study is examined from the perspective of WOM recipient's in on-line settings. For the purpose of this research, online survey was used and a total 203 online questionnaires of respondents who had experienced restaurant reviews and recommendations via internet last 6 month were analyzed. Overall, the results indicated that in aspects of WOM recipients, the impacts of WOM were 'visit intention', 're-WOM intention' and 'source credibility' affected 'WOM acceptance' in this process. Additionally, 'online homophily' and 'message vividness' had a positive effects(p<0.001) on builiding source credibility. By clarifying the process between on-line WOM of restaurant consumers and their actual visit, this study intend to provide basis which can be used for restaurant industry's effective marketing activity.

• 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.

• International Journal of Advanced Culture Technology
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• 제10권4호
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• pp.190-197
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• 2022

The purpose of this study is to investigate the effect of consumer's authenticity perception on brand repurchase intention and word-of-mouth intention through customer satisfaction and brand attachment. For this purpose, a structural equation model was established based on previous studies and an empirical study was conducted. The survey was conducted offline and online, and samples were collected using a convenient sampling method. A total of 267 questionnaires were sampled, and 255 questionnaires were used as final valid samples, except for 12 questionnaires with errors. For the final data, SPSS Win ver. 23.0 and AMOS 20.0 statistical programs were used to analyze the personal characteristics of the subjects, verify the research model, and confirm the reliability and validity of the measurement model and the suitability of the research model.As a result, all six hypotheses were adopted, and the correlation between each factor was observed in the research model.

• 한국조리학회지
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• 제24권1호
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• pp.151-163
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• 2018

Today, the development of internet brings many changes in formation exploration and acceptance. Not only the customers can come into contact much information about the firm and its product by quick and easy search, but also they produce information by themselves or can spread the information via the internet. Nowadays, customers are progressive information explorer and producer on online. In this sense, this study examined the effects of e-word-of-mouth information characteristics on the consumer's perceived usefulness and perceived acceptance of e-word-of-mouth information in the food service industry in order to suggest directions to enhances marketing strategies for marketer. The research model for this study was designed based on the hypothesis that the characteristics of e-word-of-mouth information and credibility of the information influenced both the user's perceived usefulness and acceptance. Based on total 277 customers obtained from the empirical research, this study reviewed validity, reliability and fitness of research model. The analysis results on these factors are as follow. First, the characteristics of e-word-of-mouth information; vividness, consensus, direction had an influence on the customer's perceived usefulness. Second, the characteristics of e-word-of-mouth information; vividness, consensus, direction had an influence on the customer's perceived acceptance. Third, the reliability of information had an influence on the customer's perceived usefulness and the credibility of e-word-of-mouth information perceived acceptance. Fourth, the customer's perceived usefulness had an influence on the customer's perceived acceptance.

• 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.

• The Journal of Asian Finance, Economics and Business
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• 제8권8호
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• pp.229-240
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• 2021

The environment friendly lifestyle and the green product trend have motivated corporates to develop and adopt sustainable business practices. However, an increasing number of corporations have engaged in greenwashing practices to create the appearance of environmental responsibility. By employing the theory of reasoned action, the paper investigated a model linking corporate greenwashing and consumers' green purchase intentions with the mediating role of green trust and green word-of-mouth about green electronic devices in Vietnam. Using an online survey via Email, Zalo, and Wechat, data was obtained from 308 Vietnamese consumers who have been purchasing green electronic devices. Based on the responses of the participants from the questionnaires conducted, data analysis was conducted by using SEM in AMOS version 23. This investigation shows that corporate greenwashing negatively affects consumers' green trust, green word-of-mouth, and their green buying intentions. Additionally, the paper verifies that green trust and green word-of-mouth mediate the relationships between greenwashing and consumers' green purchase intentions. These results reinforce the extant understanding of greenwashing and its consequences. Finally, the study not only stimulates future research but serves as a reference for business managers, scholars, and students who are interested on the topic of environmental sustainability, new product development, and green brands.

• 아태비즈니스연구
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• 제14권3호
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• pp.25-44
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• 2023

Receiving medical services abroad is an event that involves a high level of risk and stress for most people. This study proposes and empirically examines perceived control as a factor that has a potential to reduce the stress associated with overseas medical experience and enhance satisfaction with it. Based on the research findings in environmental psychology, one's perceived control was divided into cognitive control, behavior control, and decision control. A research model and a set of hypotheses were constructed to investigate the effect of each control on satisfaction and word-of-mouth communications among consumers who had overseas medical service experiences. The data collection was conducted through an online survey of 220 Chinese consumers who had visited Korea as plastic medicine tourists. Satisfaction with their service experience was significantly affected by both behavioral control and decisional control, but not by cognitive control. Thus, Chinese medical tourists prefer to maintain the belief that they are in charge of major decisions associated with the medical procedure, and that the results of the medical procedure will have personally desirable consequences. In addition, satisfaction experienced by Chinese consumers with overseas medical services had a significant impact on their word-of-mouth activities. Based on the research results, a set of academic and practical implications were derived.

• 한국의류학회지
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• 제36권1호
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• pp.36-45
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• 2012

This study locates factors that affect the intention to use fashion SNS (social network service) and intention for word-of-mouth on fashion SNS. Independent variables were fashion shopping orientation, attitude toward innovative products, fashion leadership, and demographics. A questionnaire method was used to collect data on college students while factor analyses, multiple regression, $x^2$ analyses, and Pearson correlation coefficients were applied in analyzing data. Factor analyses resulted in four factors for fashion shopping orientation, three on attitude toward innovative products and two on fashion leadership. Multiple regression analyses showed that information compatibility of attitude toward innovative products had a significant impact on two models of intention to use fashion SNS and two models of intention for word-of-mouth on fashion SNS. Opinion leadership and gender were significant factors for two models of intention to use fashion SNS, which means that women are likely to have more intention to use fashion SNS. Meanwhile, fashion innovativeness was found to be a significant factor on two models of intention for word-of-mouth on fashion SNS. Shopping orientation factors were not important for any model. $x^2$ analyses showed that women rather than men wanted more information on online fashion shows, general fashion information, and user participation programs. Fashion major students wanted more information on online fashion shows and user participation programs than non-fashion major students.

• 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.