• 통상정보연구
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• 제10권4호
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• pp.63-79
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• 2008

Present paper aims to examine the effect relation among component factors of WOM effects in on-line. Specially, to examine the comparative study on market maven and early adopter. For that purpose, we categorize WOM effect into two subcategories; knowledge improvement, Image improvement, purchase intention. And as the of study, chose student a college. Through these methods, we were able to obtain participation of 96 people from student a college. Using 68 responses(19 responses removed). we derived statistics by means of Win SPSS Version 12.0 statistics program package. The result can be summarized as follow; First, market maven has stronger WOM Effects in On-line on consumer's knowledge improvement, and Image improvement, purchase intention than early adopter. Second, the market maven has stronger effect on early adopter. Finally, we discuss the results of analysis and suggest research limitation and future and future study.

• 한국의류산업학회지
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• 제14권1호
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• pp.75-82
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• 2012

Compared to off-line, on-line word-of-mouth has fast dissemination speed and extensive effects based on interactive features. Moreover, in the age of Web 2.0, on-line media has made consumers evolve from simple purchasers to producers, who intervene into product manufacturing through on-line WOM. According to this, this study is conducted to clarify how consumer's prosumer propensity affects WOM in detail when purchasing fashion products on-line through website interactivity and perceived usefulness of WOM. The results are as follows. 1. Consumer's prosumer propensity is classified in four dimensions: the propensity to participate, the propensity to relate, the propensity to amuse and the propensity to create. 2. The sample has shown low prosumer propensity overall, and there were no gender differences. 3. Testing structural equation model, it was clarified that the higher the consumer's prosumer propensity, the higher the consumer's evaluation of website interactivity and thus the greater the WOM effect through its perception of usefulness. 4. There were some differences in the path of structural equation model according to consumer's prosumer propensity. From the results, it can be concluded that consumer's prosumer propensity is a key factor in the on-line WOM. Therefore fashion businesses should actively utilize consumer's prosumer propensity to apply their opinion in the product planning stage or use it as the means of company-friendly viral marketing.

• 한국의류학회지
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• 제38권2호
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• pp.216-230
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• 2014

The importance of the Chinese fashion market is increasing; therefore, this study investigates the possibility of implementing a Word-of-Mouth (WOM) marketing strategy among Chinese students in Korea. This study examines the effects of consumer characteristics (similarity, opinion leadership, and fashion innovativeness), awareness of Korean fashion brands, satisfaction with Korean fashion products on WOM experiences and WOM behavior (off-line as well as on-line). A total of 161 responses from Chinese students in Korea were gathered and analyzed using SPSS 20.0 for descriptive statistics, factor analysis, and regression analysis. The results show that consumer characteristics (except similarity) significantly influence WOM experiences, opinion leadership influence off-line WOM behavior, and fashion innovativeness influence online WOM behavior. However, similarity has no influence on WOM experiences and WOM behavior. Second, Korean brand awareness affect both WOM experiences and behavior; however, satisfaction with Korean fashion products only affected WOM experiences. This study showed the feasibility of conducting a WOM marketing strategy using the WOM effects of Chinese students in Korea. The study may help the Korean apparel industries establish an entry strategy for the Chinese market.

• 통상정보연구
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• 제8권4호
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• pp.23-41
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• 2006

The present paper aims to examine the Influences of on line word of mouth(WOM) information valence and information contents to the information searcher. Specially, to examine the interaction effect it's two variables. For that purpose, we categorize WOM information valence into two subcategories; positive and negative, and WOM content into two subcategories; objective evaluation and subjective evaluation. We conducted experimentation design 2*2 and subjects are asked to their attitude and purchase intention after they are exposed each of four different types of WOM information. The result can be summarized as follow; First, the negative WOM has stronger effect on consumer's attitude and purchase intention than positive. Second, factual WOM has stronger effect on consumer's attitude and purchase intention than subject. Finally, when consumer face negative WOM, subjective WOM has more effect on consumer's attitude and purchase intention than factual. On the contrary, when consumer face positive WOM, factual WOM has more effect on consumer's attitude and purchase intention than subject. In conclusion, the korean Foreign Trade Act and other relative acts should be revised, and both educational services and health services should be contained within the definition of "the international trade" for the governmental benefits of supporting the services exportation.

• 유통과학연구
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• 제15권10호
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• pp.81-92
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• 2017

Purpose - One of the main objectives of this paper is to identify the most effective type of social media and to analyze the priority of blogs by their informational attributes in the aspect of their impacts on word-of-mouth intention(WOM) in on-line markets. Research design, data, and methodology - We set 'attitude' variable in the middle to see if there is mediating effects between blog information and word-of-mouth intention. We conducted a survey by questionnaire and received 206 answers. Employing the OLS statistical methods through the SPSS package, we tested our hypotheses. Results - Some of the main results are the followings. First, blog, micro-blog, and profile-based services showed significant effects on WOM, while Internet community and mini-homepages are not significant. Second, blog has positive impacts on WOM. Third, attitude has perfect mediating effects between blog and WOM. Fourth, in terms of effects on WOM, interactivity shows the first priority and reliability and usability follows. Finally, attitude has a more significant effect for users of 3 types of blog compared with those of 2 types. Conclusions - In this paper, we analyzed the effects of social network services by type and identified the priority among various attributes of information contained in blogs. It would provide businesses with viable strategic options to establish public relations in their sales promotion.

• 한국항공운항학회지
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• 제25권2호
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• pp.39-47
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• 2017

The ultimate aim of this research is to analyze the effects of on-line word of mouth (WOM) regarding airlines on behavior intention of airline passengers through information accommodation, attitude and trust. For the purpose, we have carried out a questionnaire survey with passengers who have used airline social media and websites as target, and analyzed a total of 362 copies of the questionnaire using structural equation. As a result of analysis, on-line WOM turned out to have a significant effect on accommodation, and the accommodation turned out to have significant effects on attitude and trust. Also, attitude turned out to have a significant effect on trust, and the trust turned out to have a significant effect on behavior intention. This research has significance in that it can help establish a WOM marketing strategy of airlines through grasping the actual situation of on-line WOM of airlines and present a possibility of WOM marketing utilizing social media as an appropriate marketing for aviation industry. At the same time, it also has an academic significance in that it predicted actual behavior intention of passengers who have used on-line WOM on airlines.

• 한국의류산업학회지
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• 제10권5호
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• pp.607-617
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• 2008

This research investigated the factors that effect on the trust and loyalty in on-line shopping mall and analyzed a structural relationship of these variables. The variables are service quality, information quality of on-line WOM(afternote), reputation of on-line shopping mall. The Instrument dimensions of service quality are tangibles, responsiveness, assurance, diversity goods and price fairness. The Instrument dimensions of information quality of on-line WOM(afternote) are usefulness, abundance, accuracy and specialty. The Instrument dimensions of reputation of on-line shopping mall are cognizance and comment. The results by LISREL are as follows : There are 7 factors that effects on trust and loyalty. These are tangibles, responsiveness, assurance and price fairness of instrument dimensions of service quality, usefulness, specialty of instrument dimensions of information quality of on-line WOM, cognizance of the Instrument dimensions of reputation of on-line shopping mall. Specially, there are significant point that usefulness and specialty of afternote which can contact easily in on-line shopping mall effect on the trust and loyalty in on-line shopping mall.

• 한국병원경영학회지
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• 제15권4호
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• pp.143-164
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• 2010

Although word-of-mouth (WOM) has been regarded as one of the very important topics in consumer research, its effects on other aspects of consumer behavior have been scarcely investigated in the context of health-care service industry. The WOM literature also suggests that it is essential for medical care service organizations in fierce competition to adopt WOM communication as a competitive weapon so as to be able to stay ahead of competition. The goal of this research was set to empirically study various relationships between antecedent variables, WOM acceptance, and purchase of medical care services. Specifically, drawing on the WOM literature, eight antecedents to WOM acceptance were selected first. Based on the relevant literature, seven sets of hypotheses on the relationships among antecedents to WOM, WOM acceptance, purchase intention and purchase of medical services were developed. Data were collected via an on-line survey. A total of 571 out of 600 responses turned out to be usable. The major findings of this study can be summarized as follows: First, 6 out of 8 antecedent variables to WOM acceptance were found to be positively affect WOM acceptance. However, the effects of (1) "newness of technology" pertaining to medical care service characteristics and (2) "involvement in health", one of receiver characteristics, were found to be insignificant. Second, most moderating effects on the relationship between purchase and purchase intention of medical care services were found to be insignificant with one exception. That is, elapse of time was found to be a marginally significant moderator on the relationship between purchase and purchase intention of medical care services. Third, it was found that the higher the WOM acceptance, the higher the purchase intention of medical care services. Finally, the effect of WOM acceptance was found to be particularly strong when WOM contents were perceived as useful and positive. Overall, it seems essential for hospitals to actively adopt WOM communication as a competitive marketing tool if they plan to improve their business performance. In this respect, the current study may serve to improve the business performance of hospitals by way of providing theoretical and empirical evidence on the effects of WOM communication variables on WOM acceptance and medical care service purchase.

• 한국식품영양학회지
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• 제24권2호
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• pp.217-225
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• 2011

The current research identified the impacts of WOM(Word-of-Mouth) regarding dining experience and the factors which were likely to influence them. Specifically, this study is examined from the perspective of WOM recipient's in on-line settings. For the purpose of this research, online survey was used and a total 203 online questionnaires of respondents who had experienced restaurant reviews and recommendations via internet last 6 month were analyzed. Overall, the results indicated that in aspects of WOM recipients, the impacts of WOM were 'visit intention', 're-WOM intention' and 'source credibility' affected 'WOM acceptance' in this process. Additionally, 'online homophily' and 'message vividness' had a positive effects(p<0.001) on builiding source credibility. By clarifying the process between on-line WOM of restaurant consumers and their actual visit, this study intend to provide basis which can be used for restaurant industry's effective marketing activity.

• 한국의류학회지
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• 제37권2호
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• pp.186-201
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• 2013

This study investigates the effects of information type, direction of information, method of suggestion, tie strength, and interactions among these variables on the acceptance and diffusion of fashion product information in the mobile Facebook environment. Two subsequent studies were conducted to test the relationships among mobile SNS WOM factors. Two independent on-line surveys were implemented. Six hundred forty consumers aged between 20 and 39 were recruited for Study 1, and four hundred and eighty for Study 2. We manipulated the WOM delivery situation by information type (factual/evaluative), information directionality (positive/negative), tie-strength (strong/weak), and information presentation method (text/image/rink). Eight scenarios were developed and randomly assigned to the research participants. Frequency analysis, reliability, factor analysis, regression analysis, and ANOVA were implemented using SPSS 18.0. The Analysis of experiment data produced interesting results. Most WOM factors (including the information type, information presentation method, and tie strength) influence WOM acceptance; however, only the tie strength effected WOM activity. It was also proven that people are prone to accept information that is more realistic, objective, and negative, and they tend to accept information with visual factors, such as images and video clips rather than a simple text message. In this study, we offer a practical perspective to fashion industry and marketers who have an interest in SNS marketing. We have defined the distinct characteristics of mobile WOM that have been formed by a combination of former on/off-line WOM characteristics. To examine the moderating roles of two types of consumer innovativeness, fashion innovativeness and technology innovativeness were also measured and found to have significant moderating effects between mobile SNS WOM factors and their consequences. The paper concludes with a discussion on managerial implications and limitations.