• 한국콘텐츠학회논문지
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• 제14권4호
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• pp.355-367
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• 2014

본 연구는 온라인 게임의 기존 이용자 유지 및 신규 이용자 유치 방안을 제시하고자 온라인 게임 이용자들의 긍정적 구전에 미치는 요인과 그 구조에 대해 밝히는 것을 목적으로 한다. 기존 연구에서는 게임의 속성이나 이용자의 속성이 온라인 게임 이용의도에 미치는 영향에 주로 초점이 맞춰져 있었다. 하지만 네트워크 기반으로 이용자 간 커뮤니케이션을 동반하는 온라인 게임의 특성상 개별 소비자의 이용뿐만 아니라 확산을 통한 일정 수준의 소비자 확보가 온라인 게임 시장에서 성공의 핵심 요인이다. 즉, 게임 이용자가 증가할수록 게임 이용자가 얻게 되는 가치가 증가할 것이라는 네트워크 외부성을 고려해야 한다. 따라서 본 연구는 온라인 게임의 사회규범적 특성 및 크리티컬 매스의 특성이 온라인 게임에 대한 태도 및 구전의도에 미치는 영향을 규명하고자 하였다. 연구결과 사회규범적 특성과 크리티컬 매스의 특성은 온라인 게임에 대한 태도에 유의한 양(+)의 영향을 미치는 것으로 확인되었다. 또한 사회규범적 특성과 태도는 이용자의 구전의도에 유의한 양(+)의 영향력을 직접적으로 미치는 것으로 밝혀졌다. 이러한 결과는 이용자 확보를 위해 긍정적 구전 확산을 원하는 온라인 게임 기업들에게 사회규범 및 크리티컬 매스의 활용 방안에 대한 실무적 시사점을 제시한다.

• 유통과학연구
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• 제19권1호
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• pp.89-103
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• 2021

Purpose: This study is to explore how Netflix Customers' Engagement was influenced by Instagram Content, Perceived Price, Exclusivity, and Motivation in the context of Media Streaming and the role of Willingness to Subscribe as the mediating variable. This study underlines millennial's willingness to engage and the form of engagement. Research design, data, and methodology: The data for this research were collected from 100 Netflix's Millennials subscribers who follow @netflixid Instagram. All the results were analyzed and verified using SEM-PLS. Results: Research findings indicated that Willingness to Subscribe, Exclusivity, Motivation, and Instagram Content positively influenced Customer Engagement among Netflix millennials' subscribers. In contrast, Perceived Price had a negative effect on Customer Engagement. Conclusions: As a consequence, the exclusivity that Netflix offers to its audience by a recommendation algorithm has been proven to increase the engagement. This study also disclosed that the most definite form of positive engagement shown by Netflix millennials' subscribers is a behavioral aspect, where they positively recommend Netflix (word of mouth). The study findings can be a reference for the media streaming industry in their efforts to strengthen the engagement with their customers, especially the millennials, and provide knowledge about consumer behavior in digital technology.

• 한국의류학회지
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• 제25권6호
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• pp.1079-1090
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• 2001

This paper suggest the importance of relationship marketing of the apparel store, and proved the relationship between the relationship marketing factors and the relationship quality and performance. In this research, department store is focused, Credence service, contact guest service, and communication service are defined as relationship marketing factors. Satisfaction and trust are defined as relationship quality. And long-term oriented relationship, repeat purchase. and positive word-of-mouth are set to performance. The questionnaire survey was carried out 238 20's & 30's women in the capital region during nov, 2000. SAS package program was used to analyze the gathered data. The investigation of this research reveals some results. First, relationship marketing factor has effects on relationship quality. Second, it is proved that relationship quality has effects on performance. In conclusion, it is proved that relationship marketing of apparel store is very important marketing strategy that make concrete relationship with consumer and give satisfaction and trust to consumer, and then can make partnership with consumer for long-term consideration.

• 한국식생활문화학회지
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• 제27권6호
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• pp.666-676
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• 2012

The purpose of this study was to propose effective marketing communication strategies for overseas Korean restaurants through a multilateral comparison analysis of American, Chinese, and Japanese consumers' attitudes towards communication media and Korean restaurants. The survey was written in English, Chinese, and Japanese, with guideline for surveyors, and conducted using both online and offline methods. Samples were collected from five major cities - Los Angeles, New York, Tokyo, Beijing and Shanghai, which are the foothold for the globalization of Korean food. When it comes to attitudes towards communication media, word-of-mouth showed a high mean value, indicating it as the most useful and reliable media recognized by consumers who visited Korean restaurants. Furthermore, the necessity of recognizing the importance of visual communication in the physical environment of Korean restaurants and specialized websites, featuring restaurants and gourmet food, was observed. Consumers in all three nations chose word-of-mouth as the most useful and reliable media for learning about Korean restaurants. In addition, American consumers highly depended on signage and restaurant exteriors. Chinese consumers highly recognized the usefulness and reliability of offline media, such as newspapers, magazines, and events, while Japanese consumers considered online media, such as gourmet websites, blogs and social networks, as useful and reliable sources. A significantly positive attitude and high value was observed in all who had visited Korean restaurants. American and Japanese consumers had a significantly higher rate of intention to visit Korean restaurants in the future and to tell others about their satisfaction with Korean restaurants. Meanwhile, the average rate of prior preference for Korean restaurants (when choosing restaurants) was the lowest in all three countries. This study is useful for both the Korean government and food enterprises abroad to plan and develop marketing communication strategies properly for overseas Korean restaurants.

• 한국정보통신학회논문지
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• 제18권4호
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• pp.965-972
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• 2014

점포 내 혼잡성이 점포태도와 행동의도에 어떠한 영향을 미치는지 조사하고 점포태도 형성 과정에서 나타나는 소비자동조성의 조절적 영향력을 분석하는데 그 목적이 있다. 점포혼잡도 요인으로 사회적 혼잡성과 공간적 혼잡성으로, 행동요인은 구전의도와 재방문의도를, 소비자동조성은 높은집단과 낮은집단으로 제시하였다. 사회적 혼잡성은 점포태도에 유의한 정(+)의 영향을 미치는 것으로 나타났으나, 공간적 혼잡성은 유의하지 못하였다. 행동의도 중 재방문의도는 통계적으로 유의한 관계가 있는 것으로 나타났으나, 구전의도는 유의한 영향관계가 없는 것으로 나타났다. 소비자동조성의 조절효과를 살펴 본 결과 소비자동조성이 높은 집단은 사회적 혼잡성에 큰 영향을 미치는 것으로 나타났으며, 공간적 혼잡성에서 낮은 영향을 미치는 것으로 나타났다.

• 경영정보학연구
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• 제8권3호
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• pp.105-123
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• 2006

모바일 커머스는 새로운 비즈니스 상거래의 방식으로 등장하고 있다. 새로운 방식의 비즈니스임에도 불구하고 아직까지 왜 많은 사람들이 점점 모바일 커머스에 매료되는지 또한 지속적으로 사용을 하는지에 대한 연구가 적다. 본 연구는 외적인 동기요인과 내적인 동기요인이 모바일 커머스 사용자의 만족에 어떻게 영향을 미치는가에 대한 연구이다. 본 연구모델은 기술수용 모델과 가치만족 이론 그리고 동기이론을 적용하여 모바일 커머스에 대한 이용자들의 사회적 행동이론을 연구하였다. 본 연구는 인지적 믿음인, 내적인 동기요인과 외적인 동기요인이 사용자 만족에 영향을 주고 그리고 만족한 사용자는 결과적으로 긍정적인 입소문 내는것으로 밝혀졌다.

• Asia Marketing Journal
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• 제11권1호
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• pp.73-92
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• 2009

소비자들은 때로 특정 제품에 대한 정보들을 다른 소비자에게 전달하여 그들의 제품 선택에 영향을 미치는 전달자 역할을 한다. 본 연구는 구전 전달자로서 소비자가 다른 소비자에게 전달하는 제품 정보를 주관적 (긍정적 또는 부정적) 정보와 객관적 정보로 구분하여, 소비자가 어떤 정보를 어떤 경우 더욱 활발히 전달하는 지를 분석하고자 한다. 본 연구는 이를 위해, 소비자의 메시지 전달 행위를 제품 선택과 같이 또 다른 형태의 선택 행위로 보고, 고객의 제품 구매 선택 행위를 연구하는 데 주로 적용되어 온 소비자 선택 모형(consumer choice model)를 이용하여 소비자의 메시지 전파(구전) 활동을 분석하였다. 소비자 선택 모형을 이용하여, 구전 전달자들이 제품에 관한 객관적 정보와 주관적 평가를 언제 더욱 많이 확산 시키는 지를 알아보고, 더 나아가서는 소비자들이 제품 관련 정보를 확산하는 과정에 구전 활동을 더욱 활성화 또는 약화시키는 요인이 무엇인지를 살펴 보았다. 본 연구는 실증 분석 결과를 통해, 구전 전달자의 메시지 확산 행위는 정보를 획득하게 된 경로/원천(source)의 유형에 따라 더욱 활발해 지거나 위축될 수 있다는 점을 발견하였다. 또한, 이러한 구전 활동은 전달하는 제품관련 메시지가 주관적 제품 평가에 관한 것인지 아니면 제품에 대한 객관적 정보인지에 따라 그 정도가 달라진다. 본 연구의 결과가 의미하는 바는, 소비자의 제품에 관한 메시지 확산 활동은 소비자의 구전 메시지 선택 행위에 영향을 미치는 효과적인 커뮤니케이션 계획을 통하여 더욱 확산 또는 위축시킬 수 있다는 점을 보여준다. 본 연구는 기업이 확산되기를 바라는 제품 정보가 구전을 통하여 효과적으로 확산되도록 계획을 수립하는 데 필요한 방법론을 제공하고 있으며, 실증 분석 결과를 기반으로 제품구전의 성공적인 확산을 위한 커뮤니케이션 전략 수립에 필요한 가이드라인을 제공하여 준다.

• 한국프랜차이즈경영연구
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• 제11권2호
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• pp.23-39
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• 2020

Purpose: Social Network Sites(SNS) have been grown up as a public communication channel consumer frequently participate in. Most of food service brands are utilizing social media for advertising recently. As a result of SNS marketing, food service brands anticipate positive outputs from SNS engagement and consumer brand engagement so that we need to verify structural relationship among SNS characteristics, SNS engagement and consumer brand engagement. Research design, data, and methodology: This study identifies that SNS characteristics have effects on SNS engagement and examines relationship between SNS engagement and behavioral engagement. We conceptualize SNS characteristics as information quality, hedonic level and interaction. Furthermore, SNS engagement is composed of SNS participation, positive word of mouth(WOM). In order to verify the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. Sample data were collected from 433 online survey panels and analyzed by using SmartPLS 3.2.9. Result: The findings of this research are as follows. First, information quality is positively related with SNS participation. Hedonic level and interaction have impacts on SNS participation and positive WOM respectively. Second, SNS participation has positive effects on positive WOM. Third, both SNS participation and WOM influence behavioral engagement respectively. Conclusions: The implications demonstrate that SNS characteristics such as information quality and hedonic level and interaction exert effects for consumer to participate in SNS brand page. Meanwhile, hedonic level and interaction influence on positive WOM but information quality doesn't. SNS participation and positive WOM affect consumer to engage in specific brand behaviorally as well. Therefore, food service brand marketer is required to manage SNS information quality and hedonic level and interaction among members to encourage SNS participation and positive WOM. As SNS participation and positive WOM increases behavioral engagement of consumer, marketer needs to incentivize SNS participation and look after situation of positive WOM and respond swiftly.

• 한국의류학회지
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• 제39권4호
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• pp.545-559
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• 2015

This research investigates consumer responses to different types of fashion film used in national women's wear brands. The content analysis was conducted as a preliminary study for women's wear fashion brand based on the 2012/2013 fashion brand yearbook. Three types of fashion film (Wearing Apparel Products, Brand Advertising and Storytelling were used as stimuli for the present study. We analyzed 224 data gathered using SPSS 22.0. The results showed significant differences among types of fashion film in regards to film attitude, product evaluation, creativity, information literacy, re-watching intention and word of mouth intention variables. This study revealed that the Brand Advertising type received the most positive evaluation in many aspects. Especially, the Storytelling type received the most positive evaluation in creativity. Wearing Apparel Products type gained high points in information literacy. The present study helps brand managers determine a fashion film that best suits each brand characteristics.

• The Journal of Asian Finance, Economics and Business
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• 제8권2호
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• pp.993-1003
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• 2021

The contribution made by the tourism sector is strategic enough to provide job opportunities and increase the state's foreign exchange which will be followed by development in the information and technology sectors. The population of this study includes all domestic tourists who visit the Batu City Angkut Museum over 17 years of age and who have obtained information via eWOM from other tourists. Based on the measurement, a minimum of 160 respondents must be selected as the research sample. Non-probability sampling techniques are used to select samples. Social media had been used by companies to provide information, services, and products related to tourism, and it was utilized by tourists to share information about their traveling experiences. Nowadays, tourists have become more selective and critical in selecting their destinations as they have become good observant in finding adequate information about certain destinations before deciding to visit the place. This reaction can be influenced by positive eWOM communication, positive image, and trust given to certain tourist destinations. Therefore, improving the number of visits requires the management of certain tourism service companies to apply proper marketing strategy and provide various advantages and best service quality to attract more visitors and give satisfaction to visitors.