• Asia pacific journal of information systems
• /
• 제23권3호
• /
• pp.105-129
• /
• 2013

This study draws important factors in electronic Word-of-Mouth (eWOM) and examines how these influence the building of customer loyalty. eWOM is viewed as social communication between customers and sellers, and thus the communicative action theory is applied. With the theory, we identify reviewer and seller as influential players on customers, and derive important factors such as correctness and veracity of reviews from the reviewers' action, and information compactness and adequacy from the seller's action. We propose these constructs as antecedents of customer loyalty and further hypothesize their curvilinear impacts as follows: the marginal impacts of veracity and correctness will decrease as veracity and correctness increase, and the marginal impacts of compactness and adequacy will increase as compactness and adequacy increase. The result indicates that only the seller's action has a curvilinear impact, whereas the reviewer has proportional positive impact on customer loyalty. This study indentifies important factors in eWOM from a critical social theory perspective and validates them using the positivistic approach. For practitioners, it discusses the important factors in eWOM with the identification of the individuals who are responsible for these factors.

• 한국정보시스템학회지:정보시스템연구
• /
• 제29권2호
• /
• pp.71-94
• /
• 2020

Purpose With the development of Social Network Service(SNS) and mobile devices, many companies have been using the Facebook as a Word-of-Mouth(WOM) channel. This study examines the effects of psychological distance and message type on WOM using the Facebook's real messages. And the moderating effect of the message type on the relationship between psychological distance and WOM was also analyzed. Design/methodology/approach A content analysis was used as a research method. A total 7,483 messages were collected from 50 companies' Facebook Fanpage (based on the ranking of socialbakers.com) and content analysis was conducted using human coding. As the influencing variables, the message type and psychological distance and the number of 'Likes', 'Share', and 'Comment' were used as the dependent variable. The R3.4.4 was used to perform descriptive statistics, cross-tab analysis, and analysis of variance(ANOVA). Findings First, a larger proportion of Facebook messages have close psychological distance for all message types(information, advertisement, event, and customer relationship). Second, 'Like' and 'Comment' number were significantly higher in messages of close psychological distance. Third, the effects of psychological distance on 'Like', 'Share', and 'Comment' number were different according to message type. However, 'advertisement' message type had significantly more numbers for all WOMs('Like', 'Share', and 'Comment') in messages with close psychological distance.

• Asia pacific journal of information systems
• /
• 제27권3호
• /
• pp.139-155
• /
• 2017

As social media are increasingly being used as a marketing platform, electronic word-of-mouth (eWOM) has also become popular in both research and business areas. However, although many studies have examined the effect of eWOM, the products investigated in most of these studies, such as films or books, are not likely to be consumed daily. Therefore, in this study, we analyze the effect of eWOM on low involvement products, which are inexpensive and enough for everyday spending. Given that low involvement products have unique characteristics such as low price, we conduct an experiment using a real sales dataset related to soft drinks. We also analyze the effect of eWOM in two social media platforms. We find that eWOM influences the sales of low involvement products, but such influence is dependent on the characteristic of the social media platform. Based on these results, we suggest that marketers and retailers selling low involvement products must consider eWOM, such as reviews, and differentiate their strategies based on their focused social media platform.

• 복식문화연구
• /
• 제17권5호
• /
• pp.911-922
• /
• 2009

As more consumers shop online and prefer private label apparel products, the importance of private label apparel brand of Internet shopping malls are increasing. This study investigated consumer attitudes toward private label apparel brand of Internet shopping malls. Attitudes were conceptualized into two sub-factors: utilitarian and hedonic. Based on findings of prior studies, subjective norm and familiarity were included as antecedents to attitude variables. Purchase intention and word of mouth intention were also included as consequence variables of attitudes. Types of Online shopping malls were considered as moderating variable. For the empirical research, the Online survey was conducted. Young male and female consumers who have experience in Internet shopping of clothing products participated in the study. 429 questionnaire were used for the final statistical analysis. Results indicated that subjective norm had significant influence on consumer attitudes toward private label apparel brand. Familiarity however did not have significant influence on attitude variables for general internet shopping malls. For specialized Internet shopping malls, familiarity had significant influence only on hedonic attitude. Attitude variables had significant influence on purchase intention and word of mouth intention. Subjective norm and familiarity had significant influence on purchase intention and word of mouth intention.

• 한국문헌정보학회지
• /
• 제48권3호
• /
• pp.217-235
• /
• 2014

본 연구는 대학도서관 근로경험에 따른 도서관 마케팅효과에 대한 연구(최윤희 2012)의 후속 연구로서, 대학도서관의 근로학생 운영 특성을 조직구조와 조직커뮤니케이션의 특성으로 구분하였을 때, 각 집단에 속한 근로경험자의 충성도 차이를 확인하였다. 또한 근로학생의 행동적 충성도로 나타나는 구전마케팅 효과를 파악하기 위해 근로경험자 지인의 충성도를 통계적으로 분석하였다. 이를 토대로, 대학도서관의 근로학생 운영이 대학 내 학생집단 전체를 대상으로 한 마케팅 활동으로서 가지는 의의를 논의하였다.

• 한국IT서비스학회지
• /
• 제14권2호
• /
• pp.177-193
• /
• 2015

A great number of customers, who want to watch movies usually check out online reviews before choosing what to watch a movie. The most representative online media that customers consult are portal sites and SNS (Social Network Service). Although there have been numerous studies on online eWOM (e-Word of Mouth) and the effects of online media in businesses, it remains a question that which media is best for WOM (Word of Mouth) when selecting movies. This research examines customer's intention for consulting eWOM and for watching movies according to the number and tendency of online replies. We have compared portal sites and SNS about information of movie. The study shows that a large number of positive replies can affect the intention for WOM and choosing movies. Facebook has more influence than portal sites when choosing what to watch when replies consist of large and positive comments. However, there is no difference between the two types of media when they consist of negative comments.

• 한국도서관정보학회지
• /
• 제35권4호
• /
• pp.129-147
• /
• 2004

이 연구는 대구지역 공공도서관이용자 487명을 대상으로 설문지법을 이용하여 부정적 구전행동과 부정적 구전의도를 구분하여 각각에 영향을 미치는 선행요인을 실증적으로 분석하고자 시도하였다. 분석결과 불만족의 강도와 서비스의 중요성이 부정적 구전행동에 유의한 영향을 미치는 것으로 확인되었으며, 불만족의 강도와 불평태도, 서비스의 중요성, 불평비용, 충성도, 외적귀인이 부정적 구전의도에 유의한 영향을 미치는 것으로 분석되었다. 또한 추가분석결과 불평행동경험은 부정적 구전의도에 유의한 영향을 미치는 것으로 분석되었다.

• Agribusiness and Information Management
• /
• 제5권2호
• /
• pp.27-37
• /
• 2013

Referral marketing plays an important role in promoting new products. When it comes to innovative agricultural products, early adopter's review or recommendation has a more critical impact on follower's purchase decision making. Hence, understanding of consumer's characteristics and needs play more important role in success of innovation. More particularly, other researchers pay attention to the role of consumer innovativeness. This study attempts to fill this gap in knowledge between innovative propensity of consumer and her/his intention to generate positive word of mouth about new agricultural products. Furthermore, in this paper, we adopt Vandecasteele and Geunes' motivated consumer innovativeness model to investigate consumer innovativeness in extrinsic motive and intrinsic motive level, and examine the moderating role of referral efficacy. For empirical verification, survey method is used for data collection. Partial least square (PLS) is adopted to analyze the data. Finally, several theoretical contributions and practical implications are discussed.

• 유통과학연구
• /
• 제21권1호
• /
• pp.73-83
• /
• 2023

Purpose: This study analyzed the influence of restaurant service perception on customer satisfaction and its implications on customers' attitude towards, intention to return to, and word-of-mouth (WOM) regarding a restaurant chain. Research design, data and methodology: Data from 421 respondents were collected using the convenience sampling method. After analyzing the data normality and removing responses with missing data and outliers, 342 responses were selected for further analysis, and the hypotheses were tested using Structural Equation Modeling (SEM). Results: We found that service perception affected customer satisfaction and customer satisfaction affected the customers' attitude toward the restaurant chain, which affected customers' intention to return and WOM about the restaurant chain. Conclusions: This paper provides one of the most important empirical results for managers in the restaurant sector, especially in Indonesia. Restaurant managers should thus provide training to their employees to improve the quality of the interaction with the customers and thereby increase customer satisfaction. The limitations listed in this study include the exclusion of respondents' income. For future research, we suggest investigating models of customer participation or consumer value co-creation for restaurant marketing success. Consumers are generic actors in the service ecosystem engaged in the value co-creation process.

• 한국식생활문화학회지
• /
• 제21권5호
• /
• pp.536-540
• /
• 2006

The purposes of this study were 1) to analyze the correlation between Word-of-Mouth(WOM) message sender credibility and WOM effect and 2) to analyze the differences of WOM message sender creadibility and WOM effect in off-line and on-line WOM communication. The messages were created as a form of scenario for this study. Respondents were asked to evaluate the message sender credibility and predict WOM behaviors after reading given scenario. The questionnaires were distributed to 200 customers and a total of 175 questionnaires were used for analysis(87.5%). The statistical analysis was conducted using SPSS Win(12.0) for descriptive analysis, paired t-test, factor analysis, correlation analysis. The positive off-line WOM message sender was considered as more credible(p<.001) than on-line WOM message sender. 'Message sender credibility' is correlated with 'attitude formation' in both channels, but 'reliable' factor of 'credibility' variable is not significantly correlated with 'attitude change'.