• Journal of the Korean Society of Food Culture
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• v.21 no.5
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• pp.536-540
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• 2006

The purposes of this study were 1) to analyze the correlation between Word-of-Mouth(WOM) message sender credibility and WOM effect and 2) to analyze the differences of WOM message sender creadibility and WOM effect in off-line and on-line WOM communication. The messages were created as a form of scenario for this study. Respondents were asked to evaluate the message sender credibility and predict WOM behaviors after reading given scenario. The questionnaires were distributed to 200 customers and a total of 175 questionnaires were used for analysis(87.5%). The statistical analysis was conducted using SPSS Win(12.0) for descriptive analysis, paired t-test, factor analysis, correlation analysis. The positive off-line WOM message sender was considered as more credible(p<.001) than on-line WOM message sender. 'Message sender credibility' is correlated with 'attitude formation' in both channels, but 'reliable' factor of 'credibility' variable is not significantly correlated with 'attitude change'.

• Journal of Information Technology Applications and Management
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• v.20 no.2
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• pp.127-146
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• 2013

The online social networking services (SNS) have been growing as the means of communication. In this study, we investigated word-of-mouth (WOM) effect under the SNS environment and evaluated the impact of message sender's influence on the WOM effect. Especially, this study focused on the betweenness centrality calculated through the social network analysis (SNA) of SNS network information, and proposed it as the measure of WOM message sender's influence, SNA may provide more accurate and objective measures than subjective self-reporting survey method. Fifty-one Facebook users responded to each of their four Facebook friends, who had been selected based on their betweenness centrality, Statistical analyses were performed using the responses and the betweenness centralities of the Facebook friends. The results showed that the direction (positive vs, negative) of a WOM message in SNS had an impact on the attitude of the message receiver toward the product. Moreover, the betweenness centrality of the message sender as well as his/her opinion leadership had a moderating effect on the WOM effect. Opinion leadership is a measure that has been frequently used for indicating the influence of WOM message sender in the previous studies. Considering the result that the betweenness centrality of the message sender was Significantly correlated to his/her opinion leadership, the betweenness centrality can be used for indicating the influence of WOM message sender.

• The Journal of Economics, Marketing and Management
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• v.6 no.4
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• pp.51-64
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• 2018

Purpose - This study is intended to look into the influences of restaurant consumers' e-WOM information communication on product perception risk, benefit and WOM effect. Research design, data, and Methodology - To achieve this, a survey was empirically carried out to 426 restaurant consumers. Results - The findings are as follows. First, the influence of e-WOM on product perception risk showed that WOM information sender characteristics, WOM information recipient characteristics and online community had a statistically significant positive influence on product perception risk. Second, the influence of e-WOM on product risk benefit showed that WOM information sender characteristics, WOM information recipient characteristics and online communication had a statistically significant positive influence on product risk benefit. Third, WOM risk perception had a statistically significant positive influence on WOM acceptance. Fourth, WOM risk benefit had a statistically significant positive influence on WOM effect. Conclusions - As for the above-mentioned findings, the communication between e-WOM sender and recipient had a positive influence on the product evaluation and attitude change in the restaurant industry, and the WOM effect had an influence on the financial performance and non-financial performance. The communication attaches importance to a direct using and tasting experience due to the nature of restaurant industry when it is simultaneously performed as a positive mechanism between sender and recipient through each channel of these factors. But the e-WOM culture can lead to the WOM effect when both sender and recipient share the persuasive communicability in reality that diversifies communication methods, having a positive influence on the management performance.

• Journal of Distribution Science
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• v.18 no.3
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• pp.77-85
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• 2020

Purpose: This study examined marketing value as online word-of-mouth media in the foodservice industry, and it did research on online word-of-mouth (e-WOM) communication marketing schemes using mass communication in the industry. The study is also intended to investigate the impact of electronic word-of-mouth (e-WOM) information and communication on product awareness risks, benefits, and word-of-mouth (WOM) impacts on restaurant consumers. Research design, data, and methodology: The analysis was conducted on a valid questionnaire of 425 menu product consumers. The survey was conducted for two months in March 2019. The collected data was analyzed using SPSS and hierarchical regression analysis was applied. Results: It did empirical research on the reciprocal casual relations to online and the existing word-of-mouth communication that have to be preceded to understand characteristics of online word-of-mouth communication for the purpose of this study. The result is summarized as follows. First, the online word-of-mouth (e-WOM) effect on product recognition risk shows the statistically significant effect of information sender characteristics, information recipient characteristics, and online word-of-mouth (e-WOM) communication on product recognition risk. Second, the influence of online word-of-mouth (e-WOM) on product risk benefits shows that the information sender characteristics, the information receiver characteristics, and online communications have a statistically significant effect on product risk benefits. Third, online word of mouth risk recognition had a statistically significant effect on word of mouth acceptance. Fourth, online risk benefit had a statistically significant positive effect on word of mouth (WOM) effect. Conclusions: The communication between online word of mouth (e-WOM) sender and recipient had a positive influence on the product evaluation and attitude change in the foodservice industry, and the word-of-mouth (WOM) effect affected financial and non-financial performance. The results mentioned above indicated that the communication between the sender of the information and the receiver of the information had a positive effect on the product evaluation and attitude change of the menu consumer, and the word-of-mouth (WOM) result affected the financial. Therefore, the online word-of-mouth (e-WOM) effect has a positive effect on the word-of-mouth (WOM) effect of menu products when performed simultaneously and positively between the information sender and the information receiver.

• Journal of Distribution Science
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• v.21 no.7
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• pp.73-82
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• 2023

Purpose: Social networking services have been recognized as an attractive distribution channel at a time when efforts to deliver effective messages to consumers are essential amid a flood of advertisements in the multi-media era. In that sense, this study investigated the effect of the scarcity message type (limited-time vs. limited-quantity) and sender type (corporate vs. consumer) on the intention to purchase golf equipment by Instagram distribution channel. Research design, data and methodology: Data from 108 college students in their 20s and 30s with experience using Instagram were collected online through convenience sampling. A frequency analysis, exploratory factor analysis, reliability analysis, independent sample t-test, and two-way analysis of variance were performed using SPSS 23.0. Results: The results showed that limited-quantity messages induce a higher purchase intention than limited-time messages. Similarly, consumer-sent advertisements induce a higher purchase intention than corporate-sent advertisements. Further, there is no statistically significant interaction effect of the scarcity message type and sender type on the intention to purchase golf equipment. Conclusions: This study is meaningful in verifying consumers' purchase intention depending on the type of scarcity message and the type of sender in Instagram advertisements. The results yield significant implications for marketers and several directions for future research.

• Journal of Communications and Networks
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• v.7 no.2
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• pp.144-156
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• 2005

Video streaming over wireless networks is challenging due to node mobility and high channel error rate. In this paper, we propose a multi-source video streaming (MUVIS) system to support high quality video streaming service over IEEE 802.1l-based wireless networks. We begin by collocating a streaming proxy with the wireless access point to help leverage both the media server and peers in the WLAN. By tracking the peer mobility patterns and performing content discovery among peers, we construct a multi-source sender group and stream video using a rate-distortion optimized scheme. We formulate such a multi-source streaming scenario as a combinatorial packet scheduling problem and introduce the concept of asynchronous clocks to decouple the problem into three steps. First, we decide the membership of the multisource sender group based on the mobility pattern tracking, available video content in each peer and the bandwidth each peer allocates to the multi-source streaming service. Then, we select one sender from the sender group in each optimization instance using asynchronous clocks. Finally, we apply the point-to-point rate-distortion optimization framework between the selected sender-receiver pair. In addition, we implement two different caching strategies, simple caching simple fetching (SCSF) and distortion minimized smart caching (DMSC), in the proxy to investigate the effect of caching on the streaming performance. To design more realistic simulation models, we use the empirical results from corporate wireless networks to generate node mobility. Simulation results show that our proposed multi-source streaming scheme has better performance than the traditional server-only streaming scheme and that proxy-based caching can potentially improve video streaming performance.

• Journal of Korea Society of Industrial Information Systems
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• v.21 no.6
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• pp.81-93
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• 2016

An actual analysis was made regarding how different the effect of the online WOM information characteristics on the expansion of the WOM information characteristics was depending on the level of the receiver's expertise in consideration of the sender's expertise, the vividness and Consensus of WOM information which can affect the acceptance of WOM information in this study. To begin with, the analysis results showed that the online WOM information characteristics had the positive effect on the information acceptance intention in proportion to the sender's expertise and the vividness and Consensus of WOM information. Secondly, the information acceptance intention was found to have a positive effect on the re-WOM intention. Finally, the level of receiver's expertise was found to control the effect of the online WOM information characteristics on the information acceptance intention.

• Journal of Contemporary Eastern Asia
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• v.16 no.2
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• pp.93-109
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• 2017

Cross-culturally, acts of sharing are recognized as an effective method to initiate and maintain human relationships in real-life situations by promoting continuous reciprocal exchanges between donors and recipients. Specifically, this study examines the effects of sharing a media product from the perspective of the givers, as compared to effects on the receivers. "Gangnam Style," a Korean music video, is of interest because it was spontaneously shared worldwide by young adults who used it as a vehicle to build and strengthen social relationships, among young adults. While both the givers and receivers of the "Gangnam Style" benefited from bridging new relationships, the results of this study found that those who gave "Gangnam Style" benefited more in terms bonding already existing relationships, compared to those who received materials. This study provides further evidence in support of the "sender-effect" paradigm and enhances our understanding of how online sharing contributes to the construction of social capital among the young adults.

• Journal of Korean Medical Ki-Gong Academy
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• v.5 no.1
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• pp.148-159
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• 2001

The Spreading-Qi recorded curative effect with a long history. I studied the Qi-therapy through train of the Qi-sender. methods of the Spreading-Qi and clinical application of the Spreading-Qi. 1. Train of the Qi-sender. Sitting, standing and ling postures can all be applied as training postures for training Qi. Qi grows in Lower Dan(elixir field) and circulates in heavenly circuits by static Qi. Training Qi by dynamic Qi is a fundamental exercise for the maneuvers to conduct Qi. 2. Methods of the Spreading-Qi, Breathe naturally concentrate the mind on Lower Dan(elixir field). When exhaling. Mindwill accompanies Qi to go to the Conception Vessel(CV) and Governor Vessel(GV), conduct Qi to the palms or fingers and emit Qi, with the emitting site touching or leaving the treated region. 3. Clinical application of the Spreading-Qi, its wide range of indications. 4. The Spreading-Qi is similar to Western 'Healing' and 'Hands of light'. Mind will accompanies energy to go to hand and emit energy to the treated region.

• Science of Emotion and Sensibility
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• v.17 no.4
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• pp.51-60
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• 2014

This double-blind study, as a human experiment of nonlocality, investigated the effects of senders' intention on the central nervous system of a distant human receiver and it explored the roles that motivation might have in modulating these effects. Whole brain activity was measured in the receiver whom was asked to relax in a distant room for 16 minutes; the sending person directed intention of oneness toward the receiver during repeated variable-second epochs separated by variable-second non-intention epochs. The total length of intention epochs and that of nonintention epochs were balanced. Eighteen sessions were conducted. In 9 of those sessions, the sender was the receiver's lover. In another 9 of those sessions, the sender was just acquainted with the receiver before the session. The receiver's whole brain activity recorded during the intention epochs were compared with the same measures recorded during the nonintention epochs used as controls. The statistical difference between the intentions versus controls across 18 sessions was examined by paired-t test. In addition, subgroup analysis for the 9 couple sessions and 9 non-couple sessions were additionally examined by the same test. The effect of distant intentionality decreased slow waves or increased EEG fast waves mainly in frontal regions, and increased EEG coherence during the intention epochs. The effects was not statistically significant after Bonferroni correction, but the couple sessions combined showed the largest effect followed by all sessions combined. Non-couple sessions combined showed the smallest effect. The changes in EEG power mean that receiver participants became more alert during the intention epochs and the change in EEG coherence might be evidence of coherent heart influence on EEG activity. Planned comparison with specific hypothesis testing for the suggested changes in this study have to be followed for an evidence of electroencephalographic changes in isolated subjects for the distant mental intention.