• Fashion & Textile Research Journal
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• v.24 no.2
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• pp.183-194
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• 2022

This study aims to understand the consumers' negative responses to communication failure of chatbots caused by their imperfections. Specifically, this study examines 1) the relationship among chatbot's communication failure, dissatisfaction, negative behavior (complaint, negative word-of-mouth (nWOM), and inertia); 2) the moderating effect of technostress on the relationship between chatbot's communication failure and dissatisfaction; 3) the differences in the negative responses between the generation MZ and the previous generations. Data were collected via an online survey. First, the participants interacted with the chatbot developed for this survey, to experience the chatbot's communication failure. Thereafter, they responded to a questionnaire. PLS-SEM was conducted using the R software environment to test the hypotheses. This study empirically identified that chatbot's communication failure positively affected dissatisfaction. In addition, the customers who were more dissatisfied with the chatbot's communication failures were more likely to complain than engage in nWOM. Compared to the generation MZ, chatbot's communication failure caused a higher level of dissatisfaction in previous generations. The results suggest that online shopping malls should carefully introduce an improved chatbot service after minimizing its communication failure rate. The chatbot developers of online shopping malls targeting middle-aged and elderly consumers should strive to develop and implement strategies to further alleviate consumers' dissatisfaction in the situation of chatbot's communication failure.

• International Journal of Contents
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• v.13 no.4
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• pp.80-87
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• 2017

Since the advent of the Internet, and the development of smart devices, people have begun to spend more time in online platforms; this phenomenon has created a large number of online Words of Mouth (WOM) daily. Under these changes, one of the important aspects to consider is the conformity effect in online WOM; that is, whether an individual's own opinion would be influenced by the majority opinion of other people. This study, therefore, investigates whether there is the conformity effect in online product ratings for Amazon.com using the method called Markov Chain analysis. Markov Chain analysis considers the stochastic process that satisfies the Markov property, and we assume that the generation of online product ratings follows the process. Under the assumption that people are usually independent when they express their opinion in online platforms, we analyze the interdependency among rating sequences, and we find weak evidence that there exists the conformity effect in online product rating. This suggests that people who leave online product ratings consider others' opinions.

• Asia Marketing Journal
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• v.26 no.2
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• pp.77-89
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• 2024

This study investigated central and peripheral route factors to assess the impact of Google Advertisements on how these factors contribute to users' call-to-action (CTA) and electronic word-of-mouth (e-WOM) behaviors. We explored the persuasive effects of Google Advertisements on consumers by using a dataset of 483 valid empirical samples from Taiwan. We employed structural equation modeling (SEM) to examine the hypotheses. The empirical results of this study indicate that both peripheral (image appeal) and central (information completeness) routes positively lead to the persuasion effect. This finding confirms that the peripheral and central routes increase the persuasion effect. The empirical results indicate that the most effective pathway was image appeal to the persuasion effect and, ultimately, to call to action. Image appeal was also determined to be a secondary pathway that enhances the persuasion effect, ultimately leading to e-WOM. These findings have valuable implications for companies seeking to attract customers to purchase electronic products through the Google search engine. The novelty of our study is that it includes the peripheral route. Our study findings were derived from the symbolic value lens, rather than the central route based solely on the utilitarian and hedonistic value perspective.

• Journal of the Korea Society of Computer and Information
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• v.12 no.2 s.46
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• pp.197-207
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• 2007

This thesis suggested that the 'customized' marketing would be a new strategy in terms of a marketing in the digital media age under the circumstances where a form of marketing was evolving in accordance with the convergence of digital media. Because of the media environment due to an 'individualization', the strategy would meet an individual demand of a consumer in a rapidly changing environment. The best marketing to capture a 'customer's heart' is not a brand that first entered the market, but the one that is first settled in a customer's heart. If a differentiated interactive marketing strategy is equipped, it is possible to capture a completely new market space ad create a profit over several years. In the aspect of an effect of a digital marketing, first, a concept relating to an interaction between a consumer and a producer is important. Secondly, the important one is an empathy marketing which is an emotional marketing through a brand image beyond a product. Thirdly, the author studied an orally transmitted marketing effect through digital media.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.855-863
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• 2020

The purpose of this study is to investigate the impacts of two different kinds of interactivity, such as user-to-user and user-to-media interaction, on the relationship between SNS motivation and online word of mouth (WOM). An online survey was conducted with SNS users in Korea. Using the convenience-sampling method, 300 surveys were collected and 295 were used in the actual analysis after excluding data with careless responses or missing values. Hypotheses were tested using Structure Equation Model (SEM) and path analysis by using AMOS22. The results indicate that four different SNS motivations (self-expression, relational, fun, and browsing motivation) have a partially significant positive effect on perceived user-to-user and user-to-media interaction in SNS. Although both user-to-user interactivity and user-to-media interactivity were found to have a significant effect on online word of mouth, by comparing the standardized regression coefficients in these relationships, it was found that user-to-user interactivity has a greater effect on online WOM than user-to-media interactivity. These results show that the motivated SNS users want to express their desire to communicate with other users in contrast than their desire to learn media functions when motivated SNS users reveal their personalities, knowledge, and abilities. Theoretical and managerial implications are discussed.

• The Journal of Information Systems
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• v.25 no.1
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• pp.1-23
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• 2016

Purpose Self-congruity deals with the effect of symbolic value-expressive attributes on consumer decision and behavior, which is the theoretical foundation of the "non-utilitarian destination positioning". Functional congruity refers to utilitarian evaluation of a product or service by consumers. In addition, recent years, social network services, especially mobile social network services have created many opportunities for e-WOM communication that enables consumers to share personal consumption related information anywhere at any time. Moreover, self-construal is a hot and popular topic that has been discussed in the field of modem psychology as well as in marketing area. This study aims to examine the moderating effect of self-construal on the relationship between self-congruity, functional congruity and tourists' positive electronic word of mouth (e-WOM). Design/methodology/approach In order to verify the hypotheses, we developed a questionnaire with 32 survey items. We measured all the items on a five-point Likert-type scale. We used Sojump.com to collect questionnaire and gathered 218 responses from whom have visited Korea before. After a pilot test, we analyzed the main survey data by using SPSS 20.0 and AMOS 18.0, and employed structural equation modeling to test the hypotheses. We first estimated the measurement model for its overall fit, reliability and validity through a confirmatory factor analysis and used common method bias test to make sure that whether measures are affected by common-method variance. Then we tested the hypotheses through the structural model and used regression analysis to measure moderating effect of self-construal. Findings The results reveal that the effect of self-congruity on tourists' positive e-WOM is stronger for tourists with an independent self-construal compared with those with interdependent self-construal. Moreover, it shows that the effect of functional congruity on tourists' positive e-WOM becomes salient when tourists' self-construal is primed to be interdependent rather than independent. We expect that the results of this study can provide important implications for academic and practical perspective.

• Journal of the Korean Society for Aviation and Aeronautics
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• v.25 no.3
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• pp.1-8
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• 2017

As many people all over the world increasingly take more time in exchanging with other people or acquiring information on the internet, use of social media becomes a part of their daily lives. A lot of changes of consumer culture, which have been occurring through social media, have significant effects on corporate marketing activities. Since social media's importance to airlines has been continuously increased, this study attempts to examine effects of passengers' uses of social media, who plan to select an airline, on dependence on reliance of electronic word-of mouth(EWOM) and EWOM acceptance. To this end, a questionnaire survey of passengers who use airlines and the airline's social media was conducted, and then effective data of 302 copies were analyzed by using the structural equation modeling. The findings show that social media use intensity has a significant effect on Acceptance of EWOM via reliance of EWOM, while a direct effect of social media use intensity on Acceptance of EWOM is not significant. From this study, it is found that control and management of social media and only EWOM are effective tools for marketing of airline businesses, suggesting that innovative strategies are required to preemptively cope with changes in consumers' behaviors and markets, which continue to evolve.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.3
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• pp.137-147
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• 2021

We aimsto examine the determinants of visitors' positive word-of-mouth (WOM) in a web-based virtual reality contemporary art exhibition. We also examines the effects of 3 realms of experience (entertainment, esthetic, escapist) on emotional arousal, how this emotional arousal affects memory and positive word-of-mouth, how memory affects positive word-of-mouth and how age moderate all of the paths. We examined a total of 297 visitors and was conducted through an online survey focusing on Chinese users of ages 20-49. The analysis results showed that entertainment and esthetic have an effect on emotional arousal, but escapist did not. The results also showed emotional arousal has an effect on memory and positive WOM. Memory did not affect positive word-of-mouth. Finally, age has a moderate effect on all the paths, except for the path form escape towards emotional arousal and memory to positive word-of-mouth. The theoretical implications of this study are meaningful exhibition research. While, it also will be helpful to segment the web-based virtual reality art exhibition visitors by dividing into 3 groups (20s, 30s, 40s) and to provide marketing and operation strategies.

• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.403-410
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• 2014

The purpose of this study is to analyze the festival tourists for "Yeoju Ogoknaru Festival". There is also effects analysis of service quality on perceived satisfaction for behavioral intention. This study used questionnaires to Yeoju Ogoknaru Festival festival participant, adopted the designated random sampling in the active site, a total of 177 valid questionnaires. The data were descriptive statistics and Structure Equation modeling analysis. This study found that; Physical service factor was not effect on tourist satisfaction and positive word of mouth. Programme service and Personal service quality directly positive effect on perceived satisfaction and WOM. The programme service variable of the festival had the greatest impact on overall satisfaction of festival tourists. The more satisfied tourists are with the festival the more likely they are to recommend in subsequent festivals. Based on these results, study can offer some valuable insights for festival planners and organizers to better manage their festival programme and volunteer service to such an extent that the experiences of festival visitors are maximized, perceived satisfactions are enhanced, and revisits to future festivals facilitated.

• Journal of Digital Policy
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• v.2 no.2
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• pp.7-14
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• 2023

The purpose of this study is to emphasize the need for brand equity management to survive in a rapidly changing medical environment by identifying the impact of digital customer experience on brand equity and analyzing the influence of hospital brand equity on word-of-mouth (WOM) intention. The main findings are as follows. As a result of analyzing the effect of digital customer experience on brand equity, the relationship between aesthetic value and brand equity, functional value and brand equity, customer service value and brand equity all showed significant results. In addition, the relationship between brand equity and WOM intention also showed significant results. These findings have practical implications for revealing the importance of the digital service environment in building hospital brand equity, in strengthening relationships with customers and WOM activities, and suggesting the provision of customer services and benefits using digital technology.