• Journal of Korea Society of Digital Industry and Information Management
• /
• v.10 no.3
• /
• pp.327-338
• /
• 2014

The purpose of this study is to investigate what the characteristics of word-of-mouth on SNS and how these factors credibility for information's source and acceptance of word-of-mouth. We proposed study model was set through overall theoretical investigation. The 179 Valid survey data were gathered from the user who have prior experience in SNS. According to factor analysis, characteristic of word-of-mouth information on SNS were classified into consensus and neutrality. And credibility for information's source and acceptance of word-of-mouth were composed sing dimension. The Hypothesis inspection says that all variables were positively correlated with each other. And consensus and valance have positive influence on credibility for information's source. Also credibility for information's source influence on acceptance of word-of-mouth and valance have positive affect trust for information's source. Several academic and practical implications are yield accordingly. Especially this study intention to provide basis which can be used for all business's effective marketing activity.

• Journal of Distribution Science
• /
• v.18 no.3
• /
• pp.77-85
• /
• 2020

Purpose: This study examined marketing value as online word-of-mouth media in the foodservice industry, and it did research on online word-of-mouth (e-WOM) communication marketing schemes using mass communication in the industry. The study is also intended to investigate the impact of electronic word-of-mouth (e-WOM) information and communication on product awareness risks, benefits, and word-of-mouth (WOM) impacts on restaurant consumers. Research design, data, and methodology: The analysis was conducted on a valid questionnaire of 425 menu product consumers. The survey was conducted for two months in March 2019. The collected data was analyzed using SPSS and hierarchical regression analysis was applied. Results: It did empirical research on the reciprocal casual relations to online and the existing word-of-mouth communication that have to be preceded to understand characteristics of online word-of-mouth communication for the purpose of this study. The result is summarized as follows. First, the online word-of-mouth (e-WOM) effect on product recognition risk shows the statistically significant effect of information sender characteristics, information recipient characteristics, and online word-of-mouth (e-WOM) communication on product recognition risk. Second, the influence of online word-of-mouth (e-WOM) on product risk benefits shows that the information sender characteristics, the information receiver characteristics, and online communications have a statistically significant effect on product risk benefits. Third, online word of mouth risk recognition had a statistically significant effect on word of mouth acceptance. Fourth, online risk benefit had a statistically significant positive effect on word of mouth (WOM) effect. Conclusions: The communication between online word of mouth (e-WOM) sender and recipient had a positive influence on the product evaluation and attitude change in the foodservice industry, and the word-of-mouth (WOM) effect affected financial and non-financial performance. The results mentioned above indicated that the communication between the sender of the information and the receiver of the information had a positive effect on the product evaluation and attitude change of the menu consumer, and the word-of-mouth (WOM) result affected the financial. Therefore, the online word-of-mouth (e-WOM) effect has a positive effect on the word-of-mouth (WOM) effect of menu products when performed simultaneously and positively between the information sender and the information receiver.

• The Journal of Information Systems
• /
• v.31 no.4
• /
• pp.189-207
• /
• 2022

Purpose Previous research on customer engagement in SNS marketing has mainly addressed the conceptualization of type of word-of-mouth messages. However, there is a lack of researches about the effect of the brand-page characteristics on the type of word-of-mouth messages. Therefore, this study examined the effect of brand-page characteristics in terms of the type of word-of-mouth messages as the main objective and the effect of the type of word-of-mouth messages in terms of the brand loyalty as the secondary objective in the context of Facebook. Design/methodology/approach The empirical research was based on a poll done through 400 research candidates in the Facebook and the final 342 responses were collected and used in statistical data analysis. The adaptability, trust, and validity to measurement model were verified and the structural relationship in the research model was analyzed through these 342 responses. The collected data verified hypotheses established using the SPSS statistical package and structural equation model using AMOS. Findings The results showed that the BP-information provision had a non-significant effect on the factual word-of-mouth message and a significant effect on the evaluative word-of-mouth message. The BP-reliability had a significant effect on the factual word-of-mouth message and the evaluative word-of-mouth message. The BP-entertainment had a significant effect on the factual word-of-mouth message and the evaluative word-of-mouth effect. The BP-interaction had a non-significant effect on the factual word-of-mouth message and the evaluative word-of-mouth message. Finally, the factual word-of-mouth message and the evaluative word-of-mouth message had a significant effect on the brand loyalty.

• Journal of Fashion Business
• /
• v.23 no.6
• /
• pp.49-63
• /
• 2019

The purpose of this study was to determine the satisfaction, trust and word-of-mouth intention of online information according to the type of information search by female cosmetics consumers in their 20's to 40's. For this study, online and offline surveys were conducted by 307 people. Factor, correlation, and multiple regression analysis were used to analyze the data. The main results are summarized as follows. First, the cosmetic consumer's information search types were identified as active, playful, and economic information search types. Second, the results of examinations on the effect of consumer information search types on satisfaction, reliability, and word-of-mouth intention of the online information searches showed that the active information search type had a positive effect on satisfaction, reliability, and word-of-mouth intention. The economic information search type had a positive effect on satisfaction. The active information search type was confirmed to have high satisfaction, reliability, and word-of-mouth intention for the provided information and thus, the acceptance of the provided information was high. The playful information search type was divided into continuous, habitual, and independent information search and a tendency to assign a low value to consumer information was confirmed. The economic information search type showed high satisfaction with the information obtained by searching, but also a passive attitude toward trust or word-of-mouth intention and was categorized as a passive search type. Online information search is a communication channel with a great influence that can provide various benefits to cosmetic consumers.

• Management & Information Systems Review
• /
• v.35 no.1
• /
• pp.69-84
• /
• 2016

This study set the research model to examine the correlation between Word-of-Mouth constraint factors, efforts to negotiate pertaining to these, Flow and Word-of-Mouth intent based on the theory of leisure constrain when it comes to the correlation between consumers' Word-of-Mouth constraint factors and Word-of-Mouth. Correlation among the variables were verified in an empirical manner. Results of this study are summarized as follows. After verifying the hypotheses, all the hypotheses were adopted excluding the hypotheses of two results (Hypothesis 1, hypotheses 5). Detailed results regarding this are as follows. First, the following is the effect of the Intrapersonal Constraint and Word-of-Mouth constraint factors on the Word-of-Mouth constraint negotiation effort. Interpersonal Constraint and Structural Constraint exert positive (-) effect on the Word-of-Mouth constraint negotiation effort. In case of Intrapersonal Constraint, negative (-) effect was demonstrated. Thus, this was statistically significant although dismissed from hypothesis verification. Second, the following is the result of examining the structural correlation between Word-of-Mouth constraint negotiation effort, Flow and Word-of-Mouth. Word-of-Mouth constraint negotiation effort exerts positive (-) effect on the Flow, but it was not statistically effective in case of the Word-of-Mouth. Lastly, it is possible to see that the Flow plays the role of a medium since it exerted positive (-) effect on the Word-of-Mouth. Results of this study are expected to provide key theoretical and working level implications as well as general understanding of the Word-of-Mouth constraint factors, consumers' Flow and Word-of-Mouth.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.47 no.6
• /
• pp.1038-1056
• /
• 2023

This study investigates the effects of ChatGPT's quality characteristics (service and information) on purchase intention and word of mouth intention. We distributed questionnaires among domestic men and women aged in their 20s and 30s who had experience of using ChatGPT. A total of 222 responses were subjected to frequency analysis, factor analysis, correlation analysis, and multiple linear regression analysis using the IBM SPSS statistical program version 26. The major findings were as follows: (1) The factors of service quality were categorized as Tangibility, Reliability, Empathy, and Assurance, while the factors of information quality were categorized as Recency, Accuracy, and Usefulness. (2) Among the service quality factors of ChatGPT, two factors (Reliability and Empathy) significantly impacted purchase intention, and three factors (Tangibility, Reliability, and Empathy) significantly affected word of mouth intention. (3) Among ChatGPT's information quality factors, two factors (Usefulness and Recency) had a significant effect on purchase intention, and two factors (Usefulness and Accuracy) exerted a significant influence on word of mouth intention. (4) Purchase intention had a significant effect on word of mouth intention.

• Korea Journal of Hospital Management
• /
• v.29 no.2
• /
• pp.18-36
• /
• 2024

This study delved into the complex nature of medical services as experience goods and trust services, investigating the profound impact of online word-of-mouth on medical consumers' decisions to visit hospitals. Considering the restrictive legal framework for medical advertising, consumers are increasingly dependent on unrestricted sources of information like online reviews. This research aimed to provide empirical evidence for the significant role online word-of-mouth plays in hospital selection. Utilizing data from Naver reviews, hospital choice factors were classified based on the Kano model, revealing the subtle yet significant influence that word-of-mouth has on consumers' hospital visit intentions beyond merely positive or negative messages. In particular, the study provided insights into how the categorized positive and negative information, along with the presence or absence of emotional expression, affects the efficacy of word-of-mouth. The experiment targeted medical consumers aged over 20 and, through analysis using the SPSS statistical program, yielded important findings. The direction of online word-of-mouth, the presence of emotional expression, and the interaction of Kano attributes all created significant differences in hospital visit intentions. Notably, emotional expression included in negative word-of-mouth concerning one-dimensional attributes markedly decreased visit intentions, whereas the absence of emotional expression in attractive attributes actually enhanced reliability and increased visit intentions. These findings offer critical implications for redefining strategies in medical marketing and online review management. The discoveries of this study underscore the importance of active engagement and strategic management of online reviews by medical service providers, urging careful consideration of the various elements of online word-of-mouth that influence medical consumers' hospital visit intentions.

• Journal of the Korean Home Economics Association
• /
• v.47 no.1
• /
• pp.13-24
• /
• 2009

The purpose of this study was to examine the effects of banking service quality on consumer satisfaction and positive word-of-mouth. A total of 330 bank consumers were investigated between Sept. 11 and Oct. 11, 2006. After sorting through the data, the responses of 299 consumer ( > 24 yrs old) were used for analysis. SERVPERF, the performance component of the Service Quality scale (SERVQUAL), was used to measure the four dimensions of reliability, responsiveness/empathy, assurance, and tangibles. Responses were partitioned by age and gender. The major findings were as follows; The effect of service quality by SERVPERF on consumer satisfaction and positive word-of-mouth did not differ according to gender. However, positive recommendation in males was directy related to the technical quality evaluate. In females, higher the functional quality evaluate was directly related to higher positive word-of-mouth recommendation. The effect of service quality by SERVPERF on consumer satisfaction was not revealed differently according to age. However, with respect to respondents under the age of 45, tangibles and assurance had a positive relationship with word-of-mouth recommendation. Furthermore, the higher the functional quality evaluate, the higher the level of positive word-of-mouth. Responsiveness/empathy was the most significant factor on positive word-of-mouth recommendation in respondents over the age of 45. In this age group, the higher the technical quality evaluate, the higher the level of positive word-of-mouth recommendation. These results have implications for banking service managers, particularly in improving service quality to increase consumer satisfaction and positive word-of-mouth. Future research is needed to replicate this study using more broad and representative samples in order to test the generalization of these findings.

• Journal of Korea Multimedia Society
• /
• v.25 no.2
• /
• pp.335-344
• /
• 2022

In recent years, Internet Word of Mouth (IWOM) as an important way for internet consumers to obtain product information, it has become a key factor influencing consumers purchase intention. However, does IWOM also affect consumers' willingness to buy in the E-commerce live broadcast environment? What online IWOM can make a difference? And how? This study establishes a theoretical model of the impact of IWOM on consumer purchase intention in Chinese E-commerce live broadcast. Questionnaire data were collected from 204 people through the internet, with the model and the hypotheses are tested by SPSS 21.0 software. The research results show that: Firstly, the influencing factors of IWOM in the E-commerce live broadcast are different from those in general E-commerce. Secondly, anchor traits, word of mouth quantity, and product involvement have a positive impact on consumers purchase intentions, but the strength of relationship, word of mouth quality and Word of mouth timeliness do not have significantly direct effect on consumers' purchase intentions. Finally, conclusion with theoretical references and practical suggestions for E-commerce live broadcast merchants that may enter the Chinese market.

• Proceedings of the CALSEC Conference
• /
• 2005.03a
• /
• pp.155-160
• /
• 2005

This study identified online information characteristics and investigated the effects of information characteristics on word of mouth performance in online environment. And the comsumer knowledge was found to be a moderator of the relationship between information characteristics and WOM performance in online environment. The implication of this work to both researchers and practitioners were discussed.