• Journal of Distribution Science
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• v.15 no.2
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• pp.69-78
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• 2017

Purpose - As recently social contributions of firms are positioned as key strategic actions, it is demanding to review the effects of social contributions on overall corporate management. The research aims to effects of social contributions on social values and word of mouth in firm level and product level. Further roles of consumer identification with firm and product eco-friendliness are also analyzed. Research design, data, and methodology - The paper conducted a survey in which two scenarios are used for manipulating the degree of corporate social contributions. The survey sample consist of 165 undergraduate and graduate students in a university, located in Seoul. For analyzing data, analysis of variance is applied, in conjunction with analysis of moderating effects, through version 23 of SPSS statistical package. Results - In the firm level, social contributions by firms have a positive effect on social values of firms. Consumer identification showed a moderating role in the effect. Social value of the firm with passive social contribution perceived by respondents with a high degree of identification was higher than social value of the firm with active social contribution perceived by respondents with a low degree of identification. Corporate social value has positive effect on word-of-mouth of firms. In the product level, social contributions by firms has a positive effect on social values of product. Product eco-friendliness showed a moderating role in the effect. For eco-friendly product, social values are higher in the firm with active social contributions than in the firm with passive social contributions. However, for non eco-friendly product, the difference in social values between the two firms does not exist. Product social values has positive effect on intention for WOM of products. WOM of eco-friendly products with low social value showed no difference with WOM of non eco-friendly products with high social value. Conclusions - These results imply that firms should enhance consumer identification with firm in making social contributions for optimizing corporate social value and enhancing word-of-mouth(WOM). Managerial implications of the results suggest it would be more effective to improve social value of product by active social contributions for increasing word-of-mouth(WOM) of product.

• The Journal of Information Systems
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• v.24 no.1
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• pp.1-25
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• 2015

Social Network Service (SNS) has been played an important role in the life with the expansion of the modern technology in the cellular communication. More knowledge and understanding should be inevitable even if companies have taken advantage of SNS through word of mouth as one of the new paradigm. In most cases the crucial benefit or peculiarity of SNS has been overlooked because only general aspects of SNS have been applied in the online situation. As a result of this, same paradigm has been considered in reality as SNS was just used one of the marketing tools. However, essential aspects of SNS were investigated to see the relation of usage intention and word of mouth in this study. The hypothesis of the effect of continuous intention of the usage, trust and word of mouth was made and reviewed statistically. The statistical analysis showed there was significant among relationship, context, perceived service quality and continuous intention of the usage. In addition to that, self-expression, relationship, perceived service quality and trust were significant. Finally the continuous intention of the usage and word of mouth was significant as well. Based on this study, SNS provided by the companies could be effective to the customers in terms of word of mouth while different trend was shown in terms of trust.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.997-1007
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• 2021

The last decade has seen the emergence of the idea of "sharing economy" as people are more aware of environmental issues. Although clothing businesses applying the model of sharing consumption have emerged recently, less research effort has been invested in this topic, especially in investigating young consumers' intention. The purpose of this study is to investigate factors driving Generation Z consumers' behavioral intention toward online fashion rental. In this research, a conceptual framework is proposed based on the Theory of Planned Behavior and Technology Acceptance Model. To test the research model and hypotheses, a survey of 375 students and pupils was conducted in Vietnam. All the scales' reliability and validity were assessed through Cronbach's Alpha and confirmatory factor analysis. Structural equation modeling was used to assess the relationship among constructs. The study results showed that attitude toward behavior, subjective norm and perceived behavioral control were positive contributors to Gen Z's intention to use online fashion rental. Besides, the positive relationships between attitude and two other factors - perceived usefulness and perceived ease of use - were also highlighted. Moreover, the findings provided empirical evidence for supporting the positive impact of interpersonal influence, e-WOM, and influencer e-marketing on subjective norm.

• Journal of Digital Convergence
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• v.12 no.8
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• pp.147-155
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• 2014

Social commerce is a combination of social media and shopping. Social commerce, based on Web 2.0 technologies, has the various potentials, which is the factor attracting customers. In Korea, collegians are more active user of social media, in turn, are estimated more active customer in social commerce context. Present research explored what made Korean collegians use social commerce with extending technology acceptance model(TAM) with word-of-mouth(WOM) and perceived enjoyment(PE). We found that WOM affected indirectly the intention to use(ITU) with mediating PE, in turn, PE has a positive effect on the all of constructs in TAM. Accordingly, TAM extended with WOM and PE is validated in social commerce context. Finally, based on the findings, implications and suggestions for future studies are discussed.

• 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.

• Korean Journal of Human Ecology
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• v.21 no.5
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• pp.1005-1016
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• 2012

Recently, as growing number of consumers publish product and service reviews on the Internet, e-review has received attention from retailers and researchers. E-review, a form of electronic word-of-mouth (eWOM) which is typically shared between strangers whose identity and credibility are unknown, has become an important product information source as social media has facilitated information exchanges between more consumers. The objective of this study was to investigate the effects of e-review attributes on purchase intention for fashion products, which is mediated by trust of e-review, as well as to explore the differences between consumer communities and cooperative communities. A questionnaire was developed based on previous researches. Data were gathered from adults living in Busan. The results were analyzed by factor analysis, t-test, and regression using SPSS 18.0. The results showed that consumers tended to recognize e-reviews from consumer communities as exaggerated information, while they considered reviews from cooperative communities as reliable information, which gave the latter higher purchase intention. There were significant differences in e-review attributes for fashion products (e.g., Exaggeration, Entertainment, Innocence, and Agreement), purchase intention between consumer communities (e.g: Blog, Internet cafe) and cooperative communities (e.g: general malls and specialty malls). For both communities, purchase intention of fashion products was influenced by its entertainment attributes and perceived trust of e-reviews. These results suggest that e-retailers need to focus on understanding the causes of purchase intention with e-reviews for fashion products. Specifically, e-retailers should recognize that e-reviews of fashion products were associated primarily with entertaining and with consumers' trust. Based on these findings, managerial implications are presented.

• The Journal of the Korea Contents Association
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• v.21 no.4
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• pp.762-772
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• 2021

This study examined the influence of viewing motivation of the Korean wave video content on viewing attitude, national image of Korea, and behavioral intention among users of the Chinese online video platform, 'bilibili.' Using an online questionnaire, a total of 355 copies were collected. The data were analyzed using structural equation modeling. The findings indicate that the four items of viewing motivation (i.e., entertainment, information, relationships, and vicarious satisfaction) exerted a positive impact on the viewing attitude, while real-time discussion showed no significant impact on it. In addition, viewing attitude exerted a significant positive impact on the national image of Korea, which in turn showed positive influences on the behavioral intention (i.e., visit intention, WOM intention). This study contributed to expand the literature by discussing the Chinese major online content platform, Korean culture, and visit intention to Korea focusing on the Korea wave content. A series of theoretical and practical implications were discussed along with the directions for future research.

• The Journal of Industrial Distribution & Business
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• v.11 no.6
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• pp.41-53
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• 2020

Purpose: The purpose of this study is to review the previous studies on the characteristics of the image search service provided by using artificial intelligence, the social impact characteristics, and the moderating effect of perceived anthropomorphism, and conduct empirical analysis to identify the constituent factors affecting purchase intention. To clarify. Through this, I tried to present theoretical and practical implications. Research design, data, and methodology: Research design was that characteristics of image search service (ubiquity and information quality) and social impact characteristics (subjective norms, electronic word of mouth marketing) are affected by mediation of satisfaction and flow, therefore, control of perceived anthropomorphism have an effect on purchase intention to increase. For analysis, research conducted literature review, and developed questionnaires, so that EM firm which is a specialized research institute has collected data. This was conducted on 410 people between the 20s and 50s who have mobile shopping experiences. SPSS Statistics 23 and AMOS 23 had been used to perform necessary analysis such as exploratory factor analysis, reliability analysis, feasibility analysis, and structural equation modeling based on this data. Results: first, ubiquity, information quality and subjective norms were found to have a positive effect on purchase intention through satisfaction and flow parameters. Second, satisfaction and flow were found to have a mediating effect between ubiquity, information quality, and subjective norms and purchase intentions. However, there was no mediating effect between eWOM information and purchase intention. Third, perceived anthropomorphism was found to have a moderating effect between information quality and satisfaction, and it was found that there was no moderating effect on the relationship between information quality and flow. Conclusions: The information quality of image search services using artificial intelligence has a positive effect on satisfaction, and it has been found that there is a positive moderate effect of perceived anthropomorphism in this relationship, which may be an academic contribution to the distribution science utilizing artificial intelligence. Therefore, it is possible to propose a distribution strategy that improves purchase intention by utilizing image search service and anthropomorphism in practical business and providing a more enjoyable immersive experience to customers.

• The Journal of the Korea Contents Association
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• v.9 no.8
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• pp.255-271
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• 2009

Since consumers have difficulty in acquiring information related to products in online, they are apt to use WOM(word-of-mouth). It seems to be more popular and acceptable methods to acquire information about products sold in online. In other words, consumers who visit the Internet shopping-mall can not make a purchase-decision immediately because they have no sufficient knowledge about products. To solve this problem, consumers make use of the service called "online review". The objective of this study is to verify how these reviews can influence attitude toward the message, product and several buying behaviors in the online. In particular, this study focus on the message's sidedness(positive or negative) and objectivity(objective or subjective), because it is expected that consumers are likely to behave differently according to the characteristics of online reviews. Thus, to measure consumer's attitude and buying behavior, this study was examined by 4 types of messages. The results of this study are as follows: First, in the positive-objective message, the message attitude has a stronger effect on purchase intention than other outcomes. Second, in the positive-subjective message, the message attitude has a stronger effect on revisiting intention than others. Third, in the negative-objective message, the message attitude has a stronger effect on purchase intention than others. Hence, it is said that online shopping-mall managers need to understand the effects of multidimensional online review.

• The Journal of the Korea Contents Association
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• v.17 no.6
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• pp.424-435
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• 2017

Because services are delivered through the behaviors of people, it is very difficult to do the quality control and services failures are often happened. If services failures are not recovered by appropriate methods, customers make the negative word-of-mouth communications and have the negative intention to repurchase. The service recovery paradox demonstrates the importance of service recovery after the service failures. The purpose of this study is to investigate the antecedents of customer satisfaction of service recovery(CS), and its consequences of the CS. Independent variables of CS are distributive justice, procedural justice, and interactional justice, and dependent variables of CS are negative word of mouth communication and intention to repurchase. Data are collected using the scenario method. Research model and hypotheses are tested empirically using the statistical packages such as SPSS and AMOS.