• Asia Marketing Journal
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• v.26 no.1
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• pp.23-30
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• 2024

Firms often engage in manipulating online reviews as a promotional activity to influence consumers' evaluation on their products. With the prevalence of the promotional activities, consumers may notice and discount the reviews generated by the promotional activities. Discounting the firm-generating reviews may cause systematic measurement errors in the valence variable and lead to a negative bias when estimating the effect of consumers' organic reviews on demand. To correct the bias, this study proposes including product-specific bias-correction terms representing the proportion of extreme reviews in analysis. For illustration, the proposed method is applied to a demand model for data of movies released in South Korea. The results confirm a negative bias in the estimate of the valence sensitivity of demand. The negative bias potentially leads to an underestimation of the magnitude of the contagion effect through social interactions, a key component of evaluating the value of a satisfied consumer.

• Journal of Service Research and Studies
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• v.8 no.1
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• pp.123-143
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• 2018

This research examines empirically the causal relationship among service quality, CSR, trust, customer-company identification(=CCID), customer's behavioral intention as well as the mediating effect of trust and CCID on the relationship between service quality, CSR and customer's behavioral intention in insurance industry. With this background, this study conducted a statistical analysis based on survey data collected from insurance customers. The result of this empirical study is as follows. First, insurance company's CSR activity has a positive impact on customer's trust and customer-company Identification( =CCID). Second, both customer's trust and CCID have positive and significant effect on customer's behavioral intention. Third, we also find that both trust and CCID has a mediating effect on the relationship between service quality, CSR and customer's behavioral intention. This research shows that CSR activity of insurance company can enhance both customer's trust and CCID, in turn, when CSR activity and service quality is mediated by customer's trust and customer-company identification, it could be linked to customer's behavioral intention such as repurchasing, positive WOM(=word of mouth). This study is likely to contribute to CSR and service marketing research of insurance company.

• Journal of Fashion Business
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• v.22 no.1
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• pp.56-70
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• 2018

This study investigated if there are differences between the effects of lifestyle and personality on consumer complaining behavior between Korea and China. Sample subjects of this study were female college students of Korea(Jeollabuk-do and Jeollanam-do) and China(Yunnan). The questionnaire data from 780 college students were analyzed through the following statistical analyses: a reliability analysis, factor analysis, frequency, mean, and multiple regression analysis. The results of the study was as follows. First, the complaining behavior types of college students were divided into 4 factors: third party, breakaway behavior, compensation claim, and negative word of mouth. Second, significant differences were revealed between the dissatisfaction and the conditions of complaining behavior between Korean and Chinese consumers. Third, significant differences were found which were related to the effects of lifestyle and personality on types of consumer complaining behavior between Korea and China. Fourth, the complaining behavior factors of 'third party' and 'compensation claims' of Chinese consumers were higher than those of Korean consumers; however, the 'negative WOM' of Korean consumers were higher than those of Chinese consumers. Fifth, the lifestyle factors of 'fashion orientation, 'rational orientation' and 'activity orientation' of Chinese consumers were higher than those of Korean consumers. The 'achievement orientation' of Korean consumers was higher than that of Chinese consumers. And the personality factors of 'sense of responsibility' of Chinese consumers were higher than Korean consumers. Finally, 'openness' of Korean consumers were higher than Chinese consumers.

• Journal of the korean academy of Pediatric Dentistry
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• v.36 no.2
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• pp.217-226
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• 2009

Allyl isothiocyanate (AIT), the principle ingredient of antimicrobial ingredients from horseradish root, can be prepared from extracts of horseradish root or synthetic method. It is reported that the horseradish root extract has the antimicrobial effect against various oral microorganisms, while there is no further study about the antimicrobial effect against the oral microorganisms of synthetic AIT derived from synthetic method. The aim of the study is to compare the difference of the antimicrobial effect between horseradish root extracts and synthetic AIT. To evaluate the antimicrobial effect, we measured the minimum inhibitory concentration(MIC) and minimum bactericidal concentration (MBC), and the results are like following. 1. The MIC of horseradish root extract against 7 kinds of oral pathogenic microorganisms is about 117$\sim$1,750 ppm(0.0117$\sim$0.175%), and the MIC of the synthetic AIT is about 344$\sim$3,000 ppm(0.0344$\sim$0.3%), which have the antimicrobial effects against all kinds of microorganisms. 2. The MBC of the horseradish root extracts against the 7 kinds of oral microorganisms is about 625.2$\sim$6,000 ppm(0.06252$\sim$0.6%), and the MBC of the synthetic AIT is about 1,750$\sim$7,000 ppm(0.175$\sim$0.7%), which have the antimicrobial effects against all kinds of microorganisms.