• 한국콘텐츠학회논문지
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• 제11권2호
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• pp.312-321
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• 2011

현재 신제품 출시전에 인터넷 상에서 출시 전 제품에 대한 커뮤니케이션 활동인 프리어나운싱 활동이 활발하게 시행되고 있다. 특히 이러한 프리어나운싱 관련 정보들은 제품 관련 인터넷 커뮤니티에서 확산 되어지는 상황이다. 이에 본 연구는 신제품의 프리어나운싱 맥락에서 인터넷상에서의 신제품의 프리어나운싱 활동이 인터넷 유저들의 e-WOM(electronic word-of-mouth)에 미치는 영향을 살펴보고자 한다. 더욱이 현재 인터넷 커뮤니티 상에서 e-WOM 활동은 블로그, 트위터 등으로의 포스팅으로 연계되어 구전활동이 가속화되고 있는 상황에서 이러한 인터넷상에서의 포스팅 의도에 대한 신제품정보의 생동감의 영향을 살펴보면서, 특히 정보의 생동감을 외적인 생동감과 내적인 생동감의 차원으로 그 영향을 고찰하고자 한다. 연구 결과 신제품 정보의 외적인 생동감과 내적인 생동감이 인터넷 커뮤니티 e-WOM에 긍정적으로 영향을 미치고 있으며, 또한 인터넷 커뮤니티 내 e-WOM는 유저들의 웹포스팅의도에 긍정적인 영향을 미치는 것으로 나타났다.

• 유통과학연구
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• 제15권7호
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• pp.25-33
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• 2017

Purpose - This study aims to explore how a combination of the advertisement presentation vividness and consumers' regulatory focus affects choice. In addition, it seeks to the understanding for the psychological process by using consumers' response with experimental designs. Research design, data, and methodology - This research conducted two experiments based on the scenario. Specifically, Experiment 1 used a 2 (vividness of advertisement presentation: picture vs. word) × 2 (regulatory focus: prevention focus vs. promotion focus) between-subjects design. Experiment 2 used a 2 (vividness of advertisement presentation: detailed description vs. less detailed description) × 2 (regulatory focus: prevention focus vs. promotion focus) between-subjects design. Results - Two studies showed that prevention-focused individuals, when presented with a vivid presentation, were more likely to choose the advertised option compared with advertisements presented less vividly appearance. In contrast, promotion-focused individuals showed no difference in choice shares regardless of advertisement presentation vividness. In addition, these effects were mediated by the imagery toward the advertised information. Conclusions - The current research found how consumers' inherent motivation affects the extent of imagery in a purchase decision and a new perspective to previous studies with regards to regulatory focus. Further, this research suggested new advertisement strategies to corporations.

• 한국산업정보학회논문지
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• 제21권6호
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• pp.81-93
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• 2016

본 연구는 구전정보 수용에 영향을 미칠 수 있는 발신자의 전문성, 구전정보의 생생함과 동의성을 고려하여 온라인 구전정보특성이 구전정보 확산에 미치는 영향관계가 수신자의 전문성 수준에 따라 어떻게 차이가 나는지 확인하고자 실증 분석하였다. 분석결과 첫째, 발신자의 전문성이 높고 구전정보가 생생하고 동의성이 높을수록 정보수용의도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 정보수용의도가 재구전의도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 수신자의 전문성 수준은 온라인 구전정보 특성이 정보수용의도에 미치는 영향력을 조절하는 것으로 나타났다.

• 한국비블리아학회지
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• 제24권4호
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• pp.217-238
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• 2013

본 연구는 이미지와 텍스트로 구성된 건강정보의 제시 유형이 정보의 인지에 미치는 차이에 대해 분석하였다. 이를 위해 대학생 47명을 대상으로 정보의 제시유형에 따른 정보의 인지 차이를 측정하였다. 또한, 피험자가 주관적으로 느끼는 이미지의 생생함과 질병의 인지도를 변수로 함께 대입하여 정보의 인지도를 측정하였다. 분석결과를 살펴보면 먼저 본문에 이미지가 함께 제시된 건강정보는 텍스트로만 구성된 건강정보보다 정보의 인지가 높은 것으로 나타났으며 이미지가 포함된 건강정보의 유형에서는 그림이 제시된 경우 정보의 인지가 가장 높게 측정되었다. 또한, 이미지의 유형 중 사진은 생생함이 가장 높게 측정되었으나 생생함이 높을수록 정보의 회상률은 낮은 것으로 측정되었다. 질병에 대한 인지도는 건강정보 제시유형별 회상과 재인에 통계적으로 유의미한 차이를 보이지 않았다. 본 연구는 도서관에서 건강정보서비스를 시작하고자 할 때 정보원 구축 및 콘텐츠 설계를 위한 기초자료로 활용할 수 있을 것이다.

• 정보보호학회논문지
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• 제24권1호
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• pp.183-193
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• 2014

IT서비스가 발달함에 따라 기업의 가치창출 수단으로 개인정보의 활용도가 높아졌고, 오 남용 및 유출의 위험도 증가하고 있다. 웹사이트 이용 및 서비스 내용을 담고 있는 개인정보 보호정책은 법에 의하여 의무적으로 공지되고 있음에도 불구하고, 낮은 가독성으로 인하여 사용자에게 내용이 효과적으로 전달되지 않는 문제점이 있다. 본 연구에서는 사용자의 정보인식효과를 높일 수 있도록 아이콘을 활용한 개인정보 보호정책의 개선된 레이어드 방식을 제안한다. 기존 텍스트 또는 테이블 방식과 비교할 때 개선된 레이어드 방식에 대하여 사용자들이 얼마나 기업의 개인정보 취급내용을 이해하고 감각적으로 풍부하게 전달받을 수 있는지 실험을 통해 사용자 정보인식 효과를 측정하였다. 실험 결과, 정보이해가능성과 생동감, 재인에 대하여 개선된 레이어드 방식이 기존의 텍스트 방식이나 테이블 방식보다 효과적이다. 사용자에게 정보를 효과적으로 전달하는 정보 시각화 측면에서 아이콘과 같은 시각적인 요소를 도입하여 개인정보 취급방침 방식을 개선한다면, 프라이버시 정책에 대한 사용자 관심이 높아지는 등 개인정보권 보호에 실질적인 도움을 줄 것으로 기대된다.

• 한국의류학회지
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• 제48권1호
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• pp.172-191
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• 2024

This study investigated how the visual and verbal presentation format of haptic information on apparel products in online stores affects consumers' imagery information processing. This includes the quantity and vividness of mental imagery, the ease of evoking mental imagery, and the evocation of imagination imagery. Additionally, the study explored consumer satisfaction with the information and online store. The study also tested a conceptual model to examine the effects of three imagery types on imagination imagery (as elaborated imagery) and how this imagination imagery affects consumer satisfaction. Employing a 2 × 3 × 2 between-subjects factorial design, twelve one-page websites were created for the experiment. 528 women in their 20s and 30s were randomly assigned to one of the 12 treatment conditions and answered the questionnaire. The results demonstrated significant differences in the three types of mental imagery, consumers' evocation of imagination imagery, and their satisfaction with information and online stores based on presentation format. The SEM analysis revealed that the quantity and vividness of mental imagery influenced the evocation of imagination imagery, affecting consumers' satisfaction with the information. These findings suggest that online retailers must provide close-up pictures or descriptive text of apparel products to elicit positive consumer responses.

• 한국프랜차이즈경영연구
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• 제13권2호
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• pp.17-31
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• 2022

Purpose: With the development of the Internet, consumers can quickly access the electronic word-of-mouth. Consumers seek to reduce uncertainty by referring to the opinions of other consumers about products and services when making purchase decisions. In the food service industry, evaluating a restaurant before an actual visitation is difficult. Therefore, electronic word-of-mouth is important to interact with the customer in restaurants. as it can be used as an exchange of information in which consumers participate and interact with other customers. This study was conducted to verify how online word-of-mouth characteristics (Consensus, Vividness, Neutrality) on attitudes and visit intention from the perspective of social exchange theory. And it was performed to verify the structural relationship between short-term visit intention, mid-term visit and long-term visit intention. Research design, data, and methodology: A survey was conducted on customers who have visited restaurants. Of a total of 312 responses, 306 responses were used, excluding insincere responses and missing values for factors analysis. SPSS 25.0 and AMOS 25.0 were used for statistical analysis, and hypothesis testing was conducted after verifying the validity and reliability of the questionnaire items. Result: The result of the analysis showed that, consensus and neutrality have a positive effect on attitude but not much on vividness. In addition, consensus, vividness, and neutrality have no effect on the short-term visit intention. Finally, the short-term visit intention has a positive effect on mid-term visit intention, and mid-term visit intention has a positive effect on long-term visit intention. Conclusions: Based on the results, this study suggested that it is necessary to have practical implications for marketing and monitoring restaurant reviews in consideration of the characteristics of electronic word-of-mouth. When managing electronic-word-of-mouth, it is necessary to manage the consensus and neutrality is essential to provide sufficient information about the restaurant. The focus should not only be on vividness, such as photos and videos. In addition, restaurants should also provide a good experience for first-time visitors as the short-term visit intention positively affects mid-term and long-term visit intention.

• 유통과학연구
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• 제14권7호
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• pp.21-31
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• 2016

Purpose - With globalization, medical tourism has developed as a new industry, which attracts practitioners and academics to have more interest in researches on customers' behavior. This research was to investigate empirically WOM effects on the intention of Chinese customers when they select an international medical tourism destination. Interestingly, WOM effects on their choice and decision process may vary by the extent of their severity of illness. Research design, data, and methodology - The data was collected from 1,747 potential Chinese residents in main districts of China. Moderated regression analysis was used to estimate WOM effects on Chinese customers' choice intention. Results - Results imply that WOM determinants of tie strength, credibility, and vividness do interact with medical tourism information and affect customers' intention for health care abroad. Results also reveal that the severity of illness plays a critical moderating role in customers' decision process. Conclusions - WOM and the severity of illness are important moderators for Chinese customers to make a decision for medical tourism. It provides some implications for service organizations for developing and implementing marketing strategies in international health care markets.

• 한국조리학회지
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• 제24권1호
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• pp.151-163
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• 2018

Today, the development of internet brings many changes in formation exploration and acceptance. Not only the customers can come into contact much information about the firm and its product by quick and easy search, but also they produce information by themselves or can spread the information via the internet. Nowadays, customers are progressive information explorer and producer on online. In this sense, this study examined the effects of e-word-of-mouth information characteristics on the consumer's perceived usefulness and perceived acceptance of e-word-of-mouth information in the food service industry in order to suggest directions to enhances marketing strategies for marketer. The research model for this study was designed based on the hypothesis that the characteristics of e-word-of-mouth information and credibility of the information influenced both the user's perceived usefulness and acceptance. Based on total 277 customers obtained from the empirical research, this study reviewed validity, reliability and fitness of research model. The analysis results on these factors are as follow. First, the characteristics of e-word-of-mouth information; vividness, consensus, direction had an influence on the customer's perceived usefulness. Second, the characteristics of e-word-of-mouth information; vividness, consensus, direction had an influence on the customer's perceived acceptance. Third, the reliability of information had an influence on the customer's perceived usefulness and the credibility of e-word-of-mouth information perceived acceptance. Fourth, the customer's perceived usefulness had an influence on the customer's perceived acceptance.

• 한국프랜차이즈경영연구
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• 제10권1호
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• pp.7-17
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• 2019

Purpose - Generally, the consumer's decision-making process for restaurant selection is simple and familiar. However, online information becomes important because the decision-making process of consumers becomes complicated in new restaurants and special situations. Because consumers can search for information online, information retrieval is now possible in selecting new restaurants. In particular, consumers often make decisions based on online information when making restaurant reservations. Research design, data, and methodology - All items were measured based on previous studies. The data were collected from customers who had visited the store by visiting the web page of the food service franchise within the last 3 months for the panel of the online survey institute. The questionnaires were surveyed from July 2 to July 11, 2018 for about 10 days. A mail and a message were sent to 2,000 people, and 310 people were asked to complete the questionnaire. Total of 303 data were used in the questionnaire, excluding 7 insufficient data. Results - The findings of this study are as follows: Consensus, vividness, and neutrality have positive effects on enjoyment. Consensus have positive effect on anxiety, but vividness and neutrality did not have significant effect on anxiety. Also, enjoyment has a positive influence on intention to visit, and anxiety has a negative influence on visit intention. Conclusions - First, franchise companies online advertising in a variety of ways, but they are mixed with other customers' WOM and offered to consumers. In this case, the information provided by the company may be distorted. Therefore, a restaurant franchise company needs to operate an official online channel to provide accurate information to its customers. Second, it is necessary to make contents so that other customers can participate in online channels of food service franchise companies. Third, food service franchise company should produce enough online contents to experience indirectly even if the customer does not visit the store directly. Fourth, food service franchise company needs to prepare a way for many customers to participate in many official contents.