• 한국병원경영학회지
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• 제14권4호
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• pp.25-51
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• 2009

This model was empirically developed to test the effect of medical service quality and hospital's reputation on customer satisfaction, repurchase intention, and negative word of mouth as to disease severity. The model was tested in the context of the hospital industry. The findings are as follows. First, medical service provider's functional quality and technical service quality have significant effect on customer satisfaction. Second, hospital's reputation has positive(+) effect on customer satisfaction and significant negative effect on negative word of mouth. Third, customer satisfaction with medical service quality has significantly positive effect on customer's repurchase intention and has negative(-) effect on customer's negative word of mouth. Furthermore, customer's negative word of mouth has negative effect on their repurchase intention. Fourth, as to different disease severity, medical service quality and hospital's reputation have different effect on customer satisfaction, repurchase intention, and negative word of mouth. When patients get slightly ill, functional service quality and technical service quality have direct influence on customer satisfaction which has positive influence on repurchase intention and negative influence on negative word of mouth. Finally, negative word of mouth has negative effect on customer's repurchase intention. However, while hospital's reputation doesn't have effect on customer satisfaction, the reputation has significantly negative effect on negative word of mouth. When patients get seriously ill, only functional service quality has positive effect on customer satisfaction which influences on customer's repurchase intention and negatively influences on negative word of mouth. On the contrary, negative word of mouth doesn't influence on customer's repurchase intention as patients want to treat serious diseases in the large general hospitals even though negative word of mouth is known to them.

• 동아시아경상학회지
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• 제4권2호
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• pp.48-60
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• 2016

This study analyzes what effects does restaurant's well-being attribute selection have on word-of-mouth intention. Based on the result, this study aims to provide basic data for establishing Korean restaurant's service strategy and marketing strategy. The researchers surveyed 350 customers who visited a Korean restaurant located in Kangbook, Seoul. We encoded gathered data and analyzed them using SPSS 17.0 statistics package program. Following are the analyzed results. First, under hypothesis 1 - Korean restaurant's well-being attribute selection will have a positive influence on re-visitation intention - it is shown that sufficiency, healthiness, and steadiness have similar influence on re-visitation intention. Second, under hypothesis 2 - Korean restaurant's well-being attribute selection will have a positive influence on word-of-mouth intention - it is shown that sufficiency, healthiness, environment, and steadiness have similar influence on word -of-mouth intention. Third, under hypothesis 3 - Korean restaurant's re-visitation intention will have a positive influence on word -of-mouth intention - it is considered that eliciting customer's re-visitation intention also has influence on word-of-mouth intention. We will be necessary to consult how to derive customer's re-visitation intention or word-of-mouth intention by considering factors which customers of traditional Korean restaurant value.

• 대한가정학회지
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• 제41권11호
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• pp.189-200
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• 2003

The purpose of this study was to investigate that positive and negative word-of-mouth informations getting hairshop customers have influence on visiting intention of potential consumers. Data were collected from 354 university or college women. The results showed as follows; First, positive word-of-mouth informations that consumers have experienced in using hairshop were employee altitude/technique, consideration in customer's situation, kindness, saving of time/additional service, facilities, rational price, gift service/benefit in conditions of location. Second, negative word-of-mouth informations that consumers have experienced in using hairshop were inconsistent service, service focus on non-customers, irrational price/technique insufficiency/ inadequate compensational system, irrelevance of face-to-face management. Third, in getting positive word-of-mouth informations, consideration in customer's situation, rational price and gift service/benefit in conditions of location, consumers had visiting intention, and in getting negative informations, irrational price/technique insufficiency/inadequate compensational system, consumers had no visiting intention.

• 한국의류산업학회지
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• 제7권2호
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• pp.218-224
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• 2005

The purpose of this study was to investigate the infiluence of positive and negative word-of-mouth informations on visiting intention of hairshop customers. Data were collected from 342 adult females and analyzed by using frequencies, factor analysis and regression utilizing SPSS/PC+. The results showed that positive word-of-mouth informations such as shop employees' skill/attitudes, physical benefit, comfortable facilities, time saving/consistent service, kindness and rational price had influence on the visiting intention of hairshop customers. The negative word-of-mouth informations that consumers had experienced using hairshop were categorized as untrustworthy face-to-face customer management, non-customer service oriented mind, and unskilled employees/inefficient hairshop environment. The negative word-of-mouth informations had no effect on the visiting intention.

• 유통과학연구
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• 제11권11호
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• pp.57-61
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• 2013

Purpose - This study aimed to understand the influence of visible factors directly shown to and experienced by consumers such as physical evidence, and invisible factors obtained through acquaintances or other experienced consumers such as word-of-mouth, in the discount stores' marketing communication on impulse buying intention and store loyalty. Research Design, Data, and Methodology - This study examined the effect of factors in discount stores' marketing communication, for instance, physical evidence, word-of-mouth, and buying impulse intention. The questionnaire survey resulted in 68 completed questionnaires. Results - Physical evidence and word-of-mouth have a statistically significant positive effect on store loyalty. The results of regression analysis regarding whether visible or invisible factors have more impact showed that word-of-mouth has a statistically significant positive effect on store loyalty. With regard to impulse buying intention, only word-of-mouth was statistically significant. Conclusion These results suggested that visible and invisible factors that appeal to customers are very important. In particular, the results suggested that stores should create invisible factors (e.g., positive word-of-mouth) for their customers.

• 한국멀티미디어학회논문지
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• 제25권9호
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• pp.1348-1355
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• 2022

This study will be an exploratory study from the perspective of IWOM on the intention of word-of-mouth transmission. And based on 256 questionnaire survey data of E-Commerce live broadcast consumers, structural equation modeling is used to explore the paths and mechanisms of influence of consumers' perceived IWOM and perceived value on oral transmission intention in China's E-Commerce live broadcast. The results found that consumers' perceived IWOM had a positive effect on perceived usefulness and perceived entertainment, and that perceived usefulness had a positive effect on purchase intention while perceived entertainment had no direct effect on word-of-mouth transmission intention. Perceived IWOM also indirectly influences willingness to pass on word-of-mouth by affecting perceived value. Among them, the mediating effect of perceived usefulness in the path of perceived network influence on word-of-mouth transmission intention is greater than that of perceived entertainment.

• 패션비즈니스
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• 제23권6호
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• pp.49-63
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• 2019

The purpose of this study was to determine the satisfaction, trust and word-of-mouth intention of online information according to the type of information search by female cosmetics consumers in their 20's to 40's. For this study, online and offline surveys were conducted by 307 people. Factor, correlation, and multiple regression analysis were used to analyze the data. The main results are summarized as follows. First, the cosmetic consumer's information search types were identified as active, playful, and economic information search types. Second, the results of examinations on the effect of consumer information search types on satisfaction, reliability, and word-of-mouth intention of the online information searches showed that the active information search type had a positive effect on satisfaction, reliability, and word-of-mouth intention. The economic information search type had a positive effect on satisfaction. The active information search type was confirmed to have high satisfaction, reliability, and word-of-mouth intention for the provided information and thus, the acceptance of the provided information was high. The playful information search type was divided into continuous, habitual, and independent information search and a tendency to assign a low value to consumer information was confirmed. The economic information search type showed high satisfaction with the information obtained by searching, but also a passive attitude toward trust or word-of-mouth intention and was categorized as a passive search type. Online information search is a communication channel with a great influence that can provide various benefits to cosmetic consumers.

• 산업진흥연구
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• 제7권3호
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• pp.9-16
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• 2022

본 연구는 기업의 친환경 활동에 책임이 강화되고 있는 현재 기업의 그린마케팅이 경영성과 창출에 어떤 영향을 주는지 확인해 보고자 하였다. 이를 위해 기업의 그린마케팅이 소비자 구전의도에 미치는 영향, 브랜드 신뢰도의 매개효과와 소비자의 환경친화적 행동의 조절효과를 검증하였다. 분석결과는 다음과 같다. 첫째, 기업의 그린마케팅은 소비자들의 구전의도에 정(+)의 영향을 미쳤다. 둘째, 브랜드신뢰도는 기업의 그린마케팅과 소비자의 구전의도 관계에서 정(+)의 매개역할을 하는 것으로 나타났다. 셋째, 소비자의 환경친화적 행동은 브랜드신뢰도와 그들의 구전의도 사이에 조절효과가 있는 것으로 나타났다. 따라서 기업의 친환경 전략과 실천은 브랜드신뢰를 강화하고, 소비자들의 구전의도를 높이는 데 도움이 될 것이다. 본 연구를 통해 기업의 친환경 전략과 이의 실천이 실제 브랜드신뢰 구축과 소비자 구전의도에 미치는 영향을 밝힘으로써 그린마케팅과 소비자의 자발적 구전 가능성 간의 인과관계를 분석했으며 기업의 지속성장을 위해 친환경 마케팅 전략을 구축하는 것이 필요함을 시사하고 있다.

• Human Ecology Research
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• 제60권4호
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• pp.645-665
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• 2022

This study aimed to understand the effect of the characteristics of the influencer of public officials and the characteristics of internet live broadcasting in China on the brand image of local agricultural products, purchase intention, and word-of-mouth intention. A survey was administered to Chinese consumers who had purchased local agricultural products after watching live broadcasts on the internet by influencers of government officials. A total of 317 questionnaires were collected and the data were analyzed using SPSS 26.0 and AMOS 28.0. The key results were as follows. First, regarding the characteristics of the influencer of public officials, reliability, attractiveness, and expertise had a positive effect on the brand image of local agricultural products. Second, among the characteristics of internet live broadcasting, interaction and information had a positive effect on the brand image of local agricultural products, but entertainment did not. Third, the brand image of local agricultural products had a positive effect on purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the reliability, attractiveness, and expertise characteristics of the influencer of public officials and purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the interaction and information characteristics of internet live broadcasting and purchase intention and word-of-mouth intention.

• International Journal of Contents
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• 제6권4호
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• pp.90-100
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• 2010

As the reuse of content becomes a strategy for the entertainment industry, managerial insight on customers is needed to be cultivated in order to run a successful business. This study analyzes the impact of previous satisfaction on consumption intention for content in another medium. To do this, two data sets are collected: cases of movie-to-TV series and TV series-to-movie and analyze them using a structural equation modeling approach. The results of our analysis show that satisfied viewers of a movie tend to communicate their positive feelings via word-of-mouth communication and demonstrate repurchase intention of another medium afterward. However, satisfaction does not automatically lead to repurchase intention in another medium. While satisfied viewers of a TV series show a statistically positive repurchase intention for a movie, satisfied viewers of a movie do not show a direct repurchase intention for a TV series. This result demonstrates an asymmetric relationship between satisfaction and repurchase intention across media, and its strategic implications are further discussed.