• Journal of information and communication convergence engineering
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• 제16권4호
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• pp.213-220
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• 2018

With the exponential developments of social network, their fundamental role as a medium to spread information, ideas, and influence has gained importance. It can be expressed by the relationships and interactions within a group of individuals. Therefore, some models and researches from various domains have been in response to the influence maximization problem for the effects of "word of mouth" of new products. For example, in reality, more than two related social groups such as commercial companies and service providers exist within the same market issue. Under such a scenario, they called social adversaries competitively try to occupy their market influence against each other. To address the influence maximization (IM) problem between them, we propose a novel IM problem for social adversarial players (IM-SA) which are exploiting the social network attributes to infer the unknown adversary's network configuration. We sophisticatedly define mathematical closed form to demonstrate that the proposed scheme can have a near-optimal solution for a player.

• 품질경영학회지
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• 제31권1호
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• pp.42-61
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• 2003

The objective of this study is to analyze the impact of service quality on the customer satisfaction, the re-purchase intention and the word of mouth in the Korean insurance industry. In this study, the methodology for measuring the degree of service quality which has been adopted in the service quality research area was used. Data for this study were gathered from 1332 consumer life insurance and 689 consumer non-life insurance companies using internet survey method. The result of this study is summarized as follows: the determinants of service quality in the Korean life insurance industry are empathy, responsiveness and reliability, and the determinants of service quality in the Korean non-life insurance industry are empathy, and responsiveness, and the re-purchase intention and the word of mouth are affected by the customer satisfaction. As a result of the study, strategic implications will be suggested.

• 한국조리학회지
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• 제13권1호
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• pp.224-234
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• 2007

Consumers' awareness has been changing through the development of information industry and change of life style. To understand the new generation came to be our concern in terms of being able to predict the trend of the future. Companies are trying to go through the market-change by making a marketing strategy that matches their emotion and characteristics. There should be a research on the new generation, specially university students, according to sex. Therefore, this research covers the university students in early twenties to see the differences between sexes. Foodservice industry needs to have consideration on coupon-books. It is reconfirmed that advertisement by word of mouth is still effective in sales promotion.

• 한국산학기술학회논문지
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• 제13권4호
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• pp.1525-1531
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• 2012

본 논문은 저예산영화의 흥행을 위해 구전마케팅을 하기위한 마케팅툴의 개발이 목적이다. 무선인터넷과 모바일의 컨버전스로 2천만 명의 사용자를 갖게 된 스마트폰의 저예산 독립영화의 애플리케이션을 개발을 통해 최적의 애플리케이션 서비스, 기능, 환경 등을 알아낸다. 이로써 저예산 독립영화의 마케팅 기반을 구축하여 한국영화 산업의 발전에 기여하고자 한다. 이를 위해 컨조인트 설문과 일반 설문을 종합하여 컨조인트 분석을 실시하였다.

• 한국유통학회지:유통연구
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• 제4권1호
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• pp.51-69
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• 1999

This study investigates a theoretical background to find the effects of antecedents on postpurchase dissatisfaction behavior. To test hypotheses empirically, 209 questionnaires were collected from customers of Korean retailers in Pusan. The results can be summarized as follows. First, the perceived likelihood of successful complaint, the perceived value of complaint, attitude toward complaining has a direct influence on voice. However, controllability has no significant effect on voice. Second, the controllability has a direct effect on exit but perceived value of complaint has no significant effect. Third, no variables have direct effects on negative word-of-mouth. These findings may reflect the fact that negative word-of-mouth is different from voice and exit in terms of dimensions of postpurchase dissatisfaction behavior.

• 디지털융복합연구
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• 제9권4호
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• pp.103-113
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• 2011

본 논문은 스마트폰특성 중심으로 기술수용 모형이 마케팅성과에 미치는 영향을 연구하였다. 연구결과 스마트폰의 유용성은구전의도 및 재구매의도에 영향을 미쳤고, 용이성은 구전의도에는 영향 을 미쳤으나 재구매의도에는 영향을 미치지 않음을 확인하였다. 이는 언제 어디서나 즉시 접속되는 특성은 다시 스마트폰을 구매하는데는 영향을 없음을 알수 있었다.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2008년도 춘계 종합학술대회 논문집
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• pp.398-402
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• 2008

The purpose of this study is to investigate the impacts of e-service quality factors on customer satisfaction and behavior intention. Difference and moderating effect resulting from the type of web site users about an association with reaction of satisfaction and those component concepts are also one of the aims in the study. As the results, the study found that factors of web site service quality variables has a positive impact on customer satisfaction. And customer satisfaction also has a positive impact on relationship intention and word of mouth intention. According to those results, marketing managers should develop different service strategies.

• 경영과학
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• 제32권3호
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• pp.29-36
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• 2015

In this research, we analyze the sensitivity of the network density to the estimates for the Bass model parameters with both theoretical model and a simulation. Bass model describes the process that the non-adopters in the market potential adopt a new product or an innovation by the innovation effect and imitation effect. The imitation effect shows the word of mouth effect from the previous adopters to non-adopters. But it does not divide the underlying network structure from the strength of the influence over the network. With a network based Bass model, we found that the estimate for the imitation coefficient is highly sensitive to the network density and it is decreasing while the network density is decreasing. This finding implies that the interpersonal influence can be under-looked when the network density is low. It also implies that both of the network density and the interpersonal influence are important to facilitate the diffusion of an innovation.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제12권8호
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• pp.4090-4102
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• 2018

After emerging online communications, text mining and sentiment analysis has been frequently applied into analyzing electronic word-of-mouth. This study aims to develop a domain-specific lexicon of sentiment analysis to predict box office success in Korea film market and validate the feasibility of the lexicon. Natural language processing, a machine learning algorithm, and a lexicon-based sentiment classification method are employed. To create a movie domain sentiment lexicon, 233,631 reviews of 147 movies with popularity ratings is collected by a XML crawling package in R program. We accomplished 81.69% accuracy in sentiment classification by the Korean sentiment dictionary including 706 negative words and 617 positive words. The result showed a stronger positive relationship with box office success and consumers' sentiment as well as a significant positive effect in the linear regression for the predicting model. In addition, it reveals emotion in the user-generated content can be a more accurate clue to predict business success.

• 지식경영연구
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• 제15권3호
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• pp.209-228
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• 2014

The explosive growth of social commerce engenders a new business model, that is, infomediary. In a social commerce environment, infomediary works as a personal agent who provides information about various web merchants to help consumers select appropriate merchants for their needs. The purpose of this study is to identify the factors influencing consumer attitudes towards infomediaries in social commerce and examine the relationship between intention to provide word of mouth and consumer attitudes. In total, 170 responses were collected from social commerce infomediary users. The results show that competence and integrity significantly influence user attitudes as trust dimensions. Infomediary reputation and two functional factors (information variety and navigation functionality) turn out to be significant antecedents for user attitudes toward infomediary in social commerce. User attitudes in turn significantly influence the intention to provide word of mouth. Future research and practical implications are also discussed.