• 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.

• Culinary science and hospitality research
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• v.21 no.3
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• pp.53-67
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• 2015

The purpose of this study is to analyze the relationship between characteristics of online word-of-mouth communication regarding medicinal cuisine on value, satisfaction, loyalty and popularization, as well the interrelationship among them, and ultimately to propose a relationship model. The survey design, empirical analysis, hypothesis examination and model application were found to be suitable. The research results are summarized below. First, regarding the characteristics of online word-of-mouth communication, professionalism and proper timing were found to have a positive influence on value and the satisfaction. Second, the value of medicinal cuisine was found to have a positive effect on satisfaction and popularization, but not on loyalty. Overall, stressing the professionalism and proper timing of online word-of-mouth communication increases the value and customer satisfaction of medicinal cuisine, which in turn increases its popularity. In particular, those interested in increasing the popularity of medicinal cuisine should not only be knowledgeable of it, but also post accurate information that details each dishes unique traits and how to properly manage ingredients and cooking methods.

• The Journal of Information Technology
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• v.8 no.3
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• pp.73-82
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• 2005

The present paper aims to examine the relationship between the online word of mouth(WOM) contents and the WOM effect and to see how receivers' features such as product knowledge and involvement level influence the WOM received. For that purpose, we categorize WOM contents into two subcategories; product news and personal experience. The WOM effect, in turn, is into the WOM received. Survey questionnaires were given to 268 collegians as to their online WOM activities to purchase MP3 players. SPSS 10.0 package was employed as the method of statistical analysis. We report the following results. First, product news is shown to exert a greater effect on the WOM received than personal experience. Second, their product knowledge plays a moderating role in the relationship between the WOM contents and the WOM received. Finally, it is shown that the factor of involvement level moderates the relationship between the WOM contents and the WOM received. The current paper attempts to develop a hypothetical relationship between WOM information and WOM received and to provide a theoretical foundation for the practical online marketing. We must admit the methodological limitations with respect to subjects and samples. It should be worthwhile, however, to compare online and off-line marketing and to expand the range of research in the current line of thought.

• The Journal of Industrial Distribution & Business
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• v.12 no.2
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• pp.19-27
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• 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.

• 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.

• Culinary science and hospitality research
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• v.20 no.6
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• pp.275-291
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• 2014

The focus of this study was to investigate the relationships of blog's reliability, perceived benefit, perceived risk and words of mouth by online readers. Data were collected by a total of 228 persons reading actively gourmet blogs. The survey was carried out from August 1 to 15, 2014. Total 228 questionnaires were used for final analysis. Frequency analysis, descriptive statistics, exploratory factor analysis, and reliability analysis were conducted through SPSS 18.0 for final analysis, and regression analysis was conducted through AMOS 18.0 for verification of hypothesis. The hypothesized relationships among the models were tested simultaneously by using a structure equation model(SEM). The study results are like below. First, The reliability of the Gourmet blog could be confirmed again very important variable in the fields of food industry like the previous studies. Second, The reliability of the Gourmet blogs affected on the positive (+)relationship to the perceived benefits, and the negative (-)relationship to the perceived risk. Third, Reliability and perceived benefits in relation to the impact on the online word-of-mouth was positive(+). However, perceived risk was found not to affect on it. Finally, perceived benefits for the reliability of the blog have been identified as the key parameters on the online word-of-mouth. The theoretical contributions of this study and the practical implications are discussed and future research directions are detailed.

• Journal of the Korea Fashion and Costume Design Association
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• v.20 no.4
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• pp.57-71
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• 2018

Since consumers have become more comfortable with providing and receiving information online, 'online word of mouth' has been gaining consideration as one of the major information sources. Also, the shopping orientation of consumers has been proven to be an important determinant of consumer behavior. Therefore, the study investigated the differences in online WOM behavior based on shopping orientation. Hedonic, loyal, and syntonic styles were the types of shopping orientation considered, and the study focused on information retrieval tendencies, the motivation of online WOM search, searching online WOM sources, and the contents for the online WOM behavior. The research conducted an off-line survey targeting females in their twenties. The total number of data sets used in the empirical study was 125, and these were analyzed by SPSS 20.0: factors analysis, Cronbach's ${\alpha}$, k-means cluster, ANOVA, Duncan's multiple range test, Kruskal-Wallis, Mann-Whitney, and Bonferroni correction. The participants were divided into 3 kinds of shopping orientation groups named 'trend-pursuit', 'passive', and 'loyal'. As a result, there were significant differences in online WOM behavior discovered between the groups. Firstly, the 'trend-pursuit' group had the highest number of ongoing searches while the 'loyal' group had the highest number of pre-purchase search. Secondly, the 'trend-pursuit' and 'loyal' groups both had the motivations of online WOM search, hedonic and utility, whereas the 'passive' group had the lowest motivations for both motivations. Thirdly, the 'loyal' group frequently referred to reviews on shopping malls as online WOM sources. The research provided a better understanding of the online WOM behavior of present consumers and suggests that fashion related corporations map out marketing strategies with the understanding of these behaviors.

• Journal of Korea Game Society
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• v.15 no.1
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• pp.101-114
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• 2015

A recent online game is growing with the combined action of content as well as operating services. However, in previous studies, with a lot of focus on content characteristics of game than the game operating service quality studies have been carried out. This study targeted research online sports games, operating service quality and content characteristics of the game are analyzed effects of word-of-mouth and continued usage intention by applying Expectation Confirmation Model. as a result, it has found that as a result, it has found that sense of reality turned out to be a major variable affecting the content of the game even expectation confirmation. Directly and indirectly, it was confirmed that the role of empathy affect to expectation confirmation and satisfaction.

• The Journal of the Korea Contents Association
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• v.14 no.4
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• pp.355-367
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• 2014

The purpose of this research is to find the specific structure with factors that affect online game users' positive word of mouth(WOM) for online game companies to maintain existing and new users. In previous studies the influence of characteristics of online games and attributes of users on intention to play online games is mainly focused on. However online games are products with communication on network, so that critical mass through diffusion as well as the use of product by individual consumers is important issues. Therefore, it is necessary to consider network externality effect that the more value can be obtained by more game users. The authors verified that the influence of the variables like social mass and critical mass, affecting consumers' attitude and WOM. According to the research results, social norm and critical mass have significant influence on positive attitude and WOM intention for online games. Another results verified that social norm and users' attitude affect positive WOM intention directly. These results suggest managerial implication regarding social norm and critical mass to online game companies that desire for WOM to get more online game users.

• The Korean Journal of Applied Statistics
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• v.29 no.4
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• pp.657-678
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• 2016

This study deals with the effect of online word-of-mouth (OWOM) variables on the box office. From the result of statistical analysis on 276 films with audiences of more than five hundred thousand released in the Korea from 2012 to 2015, it can be seen that the variables showing the size of OWOM (such as the number of the portal movie rater, blog, and news after release) are associated more with the box office than the portal movie rating showing the direction of OWOM as well as variables showing the inherent properties of the film such as grade, nationality, release month, release season, directors, actors, and distributors.