• Asia pacific journal of information systems
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• 제26권3호
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• pp.449-476
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• 2016

This study examines how an initially perceived product value affects consumer's purchase intention after reading online reviews with various tones. The study proposes that associations among initially perceived overall product value, degree of confirmation resulting from reading the reviews, and final purchase intention differ across review tones such that 1) when the tone is favorable, the effect of an initially perceived product value is stronger than when the tone is critical, and 2) when the tone is extreme, the effect of confirmation is stronger than when the tone is moderate. The survey was conducted with 276 online shopping mall users in Korea, and most of the hypotheses were supported. This study asserts that the effects of online reviews should be considered together with customer's level of expectation formed prior to reading online reviews, which resulted from extensive search and screening processes that the customer went through before reading online reviews.

• Asia Marketing Journal
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• 제24권1호
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• pp.13-28
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• 2022

Despite the benefits of online shopping, we easily observe consumer behaviour when making purchases through offline channels. Why do they choose to go offline by taking the effort to go there? As a factor influencing decision-making, this study assumes that distrust of online shopping increases webrooming intentions that online consumers move to offline channels. Consumers check online reviews as well as seller information to increase their purchasing confidence. There are few studies on the effect of negative online reviews on consumers' purchasing decisions. Contrary to the pessimistic results of previous studies, the results of this study explain the mechanism by which consumers who saw negative online reviews feel distrust of online shopping and go to offline stores. It provides implications for understanding the migration phenomenon of online shoppers to offline channels and what strategies should be prepared to retain and attract customers to each channel.

• 한국정보시스템학회지:정보시스템연구
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• 제29권4호
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• pp.171-191
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• 2020

Purpose The study aims to compare the online review writing behavior of users in China and the United States through text mining on online reviews' text content. In particular, existing studies have verified that there are differences in online reviews between different cultures. Therefore, the purpose of this study is to compare the differences between reviews written by Chinese and American tourists by analyzing text contents of online reviews based on cultural theory. Design/methodology/approach This study collected and analyzed online review data for hotels, targeting Chinese and US tourists who visited Korea. Then, we analyzed review data through text mining like sentiment analysis and topic modeling analysis method based on previous research analysis. Findings The results showed that Chinese tourists gave higher ratings and relatively less negative ratings than American tourists. And American tourists have more negative sentiments and emotions in writing online reviews than Chinese tourists. Also, through the analysis results using topic modeling, it was confirmed that Chinese tourists mentioned more topics about the hotel location, room, and price, while American tourists mentioned more topics about hotel service. American tourists also mention more topics about hotels than Chinese tourists, indicating that American tourists tend to provide more information through online reviews.

• 한국의류산업학회지
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• 제18권1호
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• pp.15-26
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• 2016

Many brands are attempting to use consumers as a part of their marketing strategies, due to the fashion industry's sensitive response to consumers' reaction. In addition, due to the popularity of e-WOM(electronic Word-Of-Mouth), fashion brands are highly sensitive to their supporters' online reviews. Amid this background, the main objectives of this study are as follows: 1) to analyze the effect of online reviews' attributes and valences on forming an impression about a fashion brand; 2) to examine the online re-WOM(word-of-mouth) effect of online reviews by fashion brand supporters on brand attitude; and 3) to measure the moderating effect of fashion involvement in online re-WOM intention. In order to verify the research model and to test the proposed hypotheses, a 2 (utilitarian vs. hedonic review attributes) by 2 (positive vs. negative review valences) model is constructed and gathers 215 respondents. The results demonstrate that consumers form the highest reliable impression based on utilitarian and negative online reviews. However, there is no relationship between the types of online reviews and the formation of a favorable impression. Findings also reveal that the impression formed by online reviews has a positive effect on re-WOM intention, contributing to brand attitude. In addition, the hypothesis about the moderating effect produced by fashion involvement on re-WOM is supported. In conclusion, these results suggest that online reviews by fashion brand supporters have a powerful effect on forming a consumer's impression towards a fashion brand, affecting re-WOM intention and brand attitude.

• 한국컴퓨터정보학회논문지
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• 제29권7호
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• pp.139-148
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• 2024

팬데믹 이후 온라인 교육 플랫폼에 대한 수요가 급증하면서 소비자들이 의사 결정을 위해 온라인 리뷰에 더욱 의존하게 되었습니다. 본 연구는 중국 온라인 고객 리뷰가 온라인 교육에서 소비자 구매 행동에 미치는 영향을 조사합니다. 신뢰, 리뷰 감정, 리뷰의 양과 시의성을 분석하여 이러한 요인들이 소비자 결정에 어떻게 영향을 미치는지 이해하고자 합니다. 회귀 모델을 사용한 결과, 부정적인 리뷰, 시기적절한 피드백, 많은 양의 리뷰가 소비자 구매 결정에 긍정적인 영향을 미치며, 코스 가격은 반비례 관계를 나타냅니다. 또한, 인지적 신뢰와 감정적 신뢰는 리뷰와 구매행동 간의 관계를 매개하며, 소비자 결정 성향에 역 U자형 효과를 나타냅니다. 이러한 통찰은 온라인 교육 제공자에게 온라인 리뷰를 관리하고 활용하여 소비자 신뢰를 증진시키고 판매 성과를 향상시킬 필요성을 강조하는 유용한 시사점을 제공합니다.

• 한국정보시스템학회지:정보시스템연구
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• 제28권1호
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• pp.1-16
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• 2019

Purpose The purpose of this study is to analyze causal relationship between quantity and quality for deriving ranking model of Online reviews. Thus, we propose implications for deriving the ranking model for retrieving Online reviews more effectively. Design/methodology/approach We collected Online review from Tripadvisor web sites which might be a kind of world-famous tourism web sites. We transformed the natural text reviews to quantified data which consists of quantified positive opinions, quantified negative opinions, quantified modification opinions, reviews lengths and grade scores by using opinion mining technologies in R package. We executed corelation and regression analysis about the data. Findings According to the empirical analysis result, this study confirmed that the review length influenced positive opinion, negative opinion and modification opinion. We also confirmed that negative opinion and modification opinion influenced the grade score.

• Asia Marketing Journal
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• 제21권2호
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• pp.1-19
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• 2019

Prior studies on the effects of online consumer reviews have mainly focused on review valence, but little research has investigated how two-sided (both positive and negative) and one-sided (only positive) reviews influence consumers' response to online review. In addition, little attention has been paid to how sponsorship presence (firm-sponsored reviews vs. consumer-voluntary reviews) influences individuals' attitude toward online review. Unlike consumer-voluntary reviews without any monetary incentive, firm-sponsored reviews include messages about brands providing monetary compensation. This study examines whether review valence (two-sidedness vs. one-sidedness) influences attitude toward online review via its influence on review credibility. Further, this study examines whether sponsorship presence affects when review valence influences attitude toward review. Thus, this research investigates the effect of review valence on attitude toward review and the moderating role of sponsorship presence in the relationship between review valence and attitude toward review. The first experiment reveals that attitude toward review is more favorable when the review is two-sided (vs. one-sided). The second study demonstrates that differences between the two-sided and the one-sided review occur only for firm-sponsored reviews, not for consumer-voluntary reviews. The theoretical and practical implications are also discussed.

• 산업경영시스템학회지
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• 제44권4호
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• pp.85-97
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• 2021

Online consumer activities have increased considerably since the COVID-19 outbreak. For the products and services which have an impact on everyday life, online reviews and recommendations can play a significant role in consumer decision-making processes. Thus, to better serve their customers, online firms are required to build online-centric marketing strategies. Especially, it is essential to define core value of customers based on the online customer reviews and to propose these values to their customers. This study discovers specific perceived values of customers in regard to a certain product and service, using online customer reviews and proposes a customer value proposition methodology which enables online firms to develop more effective marketing strategies. In order to discover customers value, the methodology employs a text-mining technology, which combines a sentiment analysis and topic modeling. By the methodology, customer emotions and value factors can be more clearly defined. It is expected that online firms can better identify value elements of their respective customers, provide appropriate value propositions, and thus gain sustainable competitive advantage.

• 지식경영연구
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• 제22권1호
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• pp.243-267
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• 2021

자극에 대한 변화의 과정을 통해 자신의 상태를 나타내는 감성과 어떤 현상에 대해 느끼는 단순한 심리상태를 나타내는 감정은 혼용되어 사용되는 경향이 있으나 그 의미와 쓰임새는 다르다. 본 연구에서는 온라인 소비자들이 다양한 제품과 서비스를 구매하고 사용한 후에 작성한 온라인 리뷰를 통해 감성과 감정을 구분하여 리뷰의 유용성에 어떠한 영향을 미치는지 알아보고자 한다. 최근 온라인 리뷰는 비즈니스 및 소비자에게 매우 중요한 요소로 자리매김하고 있다. 유용한 리뷰는 잠재 고객들의 의사결정 과정에서 핵심적인 역할을 하고 있으며 리뷰 유용성을 통해 평가될 수 있다. 리뷰 유용성은 소비자 개인의 구매 의사결정 문제뿐만 아니라 비즈니스에서 마케팅 전략에 활용됨으로써 실무적 중요성은 점차 커지고 있으며, 학문적으로도 리뷰 유용성의 영향요인을 찾는 연구의 중요성이 커지고 있다. 본 연구에서는 Yelp.com에서 레스토랑에 대한 리뷰를 확보하여 온라인 리뷰의 감성과 감정이 리뷰의 유용성에 어떠한 영향을 미치는지에 대한 연구를 진행하였다. 선행연구를 기반으로 온라인 리뷰에 대한 감성과 감정을 포함한 연구 모형을 구축하였으며, 텍스트 마이닝을 통해 온라인 리뷰의 감성과 감정이 온라인 리뷰의 유용성에 어떠한 영향을 미치는지 분석하고 감정에 대한 영향의 차이가 있는지를 검증하였다. 연구결과에서 부정적인 감성과 감정이 리뷰 유용성에 미치는 영향이 더 크며 이는 부정 편향성 이론과 일치하는 것으로 나타났다. 그리고 각각의 감정이 리뷰 유용성에 미치는 영향이 서로 차이가 있는 것으로 나타났다.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제13권12호
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• pp.6097-6120
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• 2019

Online consumer reviews (OCRs) provide product information and recommendations especially pictures in reviews depict the true information about the product. This study investigates the influence of pictured reviews on online seller (for a particular product of a seller) rating with moderating effect of price, brand type (foreign vs local), goods type (experience vs search), and brand familiarity. Multiple robust linear regression analysis with moderation interaction and quadratic effect used to explain the relationship of the explanatory variables with the criterion variable. We collected cross-sectional data from the two most renowned Chinese online shopping platforms (B2C) of total 15,621 product links. Results show that higher number of reviews with a low ratio of picture reviews response negative effect on rating, whereas the lower number of reviews with a high ratio of picture reviews response positive effect on the rating. In overall picture in the reviews improve the online seller product rating. For the moderation effect, results show that price and brand familiarity have a positive interaction effect on the relation of pictured reviews and rating whereas experience goods have less negative effect comparing search goods. Finally, local brand has less negative interaction effect comparing foreign brand to pictured reviews and rating.