• The Korean Journal of Applied Statistics
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• v.29 no.4
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• pp.657-678
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• 2016

This study deals with the effect of online word-of-mouth (OWOM) variables on the box office. From the result of statistical analysis on 276 films with audiences of more than five hundred thousand released in the Korea from 2012 to 2015, it can be seen that the variables showing the size of OWOM (such as the number of the portal movie rater, blog, and news after release) are associated more with the box office than the portal movie rating showing the direction of OWOM as well as variables showing the inherent properties of the film such as grade, nationality, release month, release season, directors, actors, and distributors.

• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.283-290
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• 2023

This study investigates the influential factors on online word-of-mouth (eWOM) intentions towards educational tourist destinations, primarily focusing on Korean universities and Chinese tourists. It reveals a positive correlation between eWOM intentions and the desire to enroll in these institutions. The significance of eWOM for attracting Chinese students elucidates the importance of establishing a strong brand image and ensuring high levels of tourist satisfaction. Moreover, social media users who travel for education purposes were found to emphasize self-image consistency and conspicuous self-expression. This research underscores the utility of leveraging social media to enhance the perception of educational tourist attractions, promoting these destinations, and stimulating eWOM, thereby enriching the understanding of the strategic use of social media in international student recruitment.

• Information Systems Review
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• v.7 no.2
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• pp.61-84
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• 2005

Previous studies indicate that information and communication technology (ICT) adoption is affected by innovation influence such as usefulness, ease of use and self-efficacy. Most of these studies, how-ever, bypassed imitation influence such as subjective norms, word-of-mouth, and advertising, specifically, interactive innovation having critical mass in technology acceptance research. Thus, this study focuses to investigate imitation influence in individual adoption of mobile communication technology. The purpose of this study is to empirically examine the causal relationships between initial acceptance and the intention to use in terms of a holistic approach. The results of this study show that there is an imitation influence including word-of-mouth and subjective norms, from the prior adopters to potential adopters, and mass advertising through TV or news-paper commercials in the ICT diffusion process. In addition, this imitation influence also stimulates innovation influence such as perceived usefulness. Finally, this study provides a set of guidelines to mobile communication equipment manufacturers and ICT vendors in developing effective strategies for technology diffusion.

• Journal of the Korean Society of Costume
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• v.42
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• pp.91-112
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• 1999

This study mainly focuses on the dissatisfaction of the post-purchase behavior regarding the consumer dissatisfaction complaining behavior and repurchase intention In the literature study approach it was hypothe-sized that dissatisfaction variables was consisted of the cognitive process and emotion. And the dissatisfaction variables and the individual vari-ables and situational variables were set up to contribute to form the complaining behavior. In the process of the complaining behavior the first thing the consumers would do when they would seek for redress or not. Consumers who sought redress and actually received the fair treatment from a store practiced positive word-of-mouth. However consumers who received unfair treat-ment practived negative word-of-mouth exit behavior or the third party complaining Behavior. And consumers who did not seek any redress either showed exit behavior practiced negative word-of-mouth or no complaining behavior at all. Therefore. complaining behavior process consists of redress seeking process and non-redress seeking process. For the empirical study the survey method was used and two other researches were previously conducted. First of all the research was designed to comprehend consumer complaining behaviors process Secondly it was conducted for measuring validity and reliability: Cronbach's q. The sqmple was 569 women aged 2-'s to 5-'s living in Seoul and other suburban areas. The various methods were used to analyze the date such as frequency, percentage and multiple regression analysis. Overall the results were verified. 1) The dissatisfaction variables and individual variables influenced situational variables. 2) The complaining behavior intention was affected by dissatisfaction variables indivi-dual variables and situational variables. 3) The repurchase intention occurred more when the justice was performed Consequently the complaining behavior proce-dure was consisted of the redress seeking and non-redress seeking. And dissatisfaction vari-ables and individual variables were verified to influnce situational variables. These complaining behavior variables affected complaining behavior Especially in a case of redress seeking process complaining behavior and repurchase rate were highly affected by the perceived justice from a store.

• Journal of Convergence for Information Technology
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• v.9 no.10
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• pp.71-80
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• 2019

The purpose of this study is to analyze the effects of brand evidence on brand value, brand trust, brand attitude and word of mouth intention. To achieve the purpose of the study, a research model and hypothesis were established based on previous studies, and survey was conducted on 222 passengers who had used the airline. As a result of the analysis, sub-factors of airline brand evidence had a positive impact on brand value. Except for employee services, perceived prices, core services, brand names, and brand logo had a positive impact on brand value. Brand value had a significant positive effect on brand trust and brand attitude. It was also found that brand trust had a significant influence on brand attitude. This study examined the extended range by adding the brand logo as a sub-factor of brand evidence, and it is considered necessary to study including brand emotion in next study.

• (The) Korean Journal of Advertising
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• v.29 no.6
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• pp.51-80
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• 2018

This study aims to investigate how the storytelling elements of brand webtoon has influence on developing brand webtoon users' parasocial interaction relationship and their attitude towards brand webtoon contents and word of mouth intention. The results of this study shows that parasocial interaction is strongly influenced by the sub-dimensions of digital storytelling components of brand webtoon (i.e., relevance, trustworthiness, clarity). More specifically, respondents who perceive that the given message of digital storytelling in brand webtoons is relevant to the brand, is trustworthy, and is clear to understand show a higher degree of parasocial interaction with the webtoon content and in turn, it has a strong positive influence on the attitude towards the brand webtoon. In sum, this study not only provides a theoretical foundation to understand how consumers develop parasocial interaction with brand webtoons in terms of the brand webtoon's digital storytelling, but this study has implications for practitioners who are interested in using a brand webtoon for marketing.

• Journal of Korea Trade
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• v.27 no.4
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• pp.19-44
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• 2023

Purpose - This study examines the relationships between leader-member exchange (LMX), perceived fit, organization-based self-esteem (OBSE), corporate citizenship, work engagement, and employees' negative word-of-mouth (NWOM). In particular, it analyzes the effect of the interaction between LMX and corporate citizenship on OBSE, and the effect of the interaction between perceived fit and corporate citizenship on OBSE. Finally, this study analyzes moderated mediation by legal/ethical citizenship and philanthropic citizenship, and work engagement in the LMX-NWOM relationship and the perceived fit-NWOM relationship, respectively. Design/methodology - The research data were collected through a questionnaire from 293 employees working at 117 restaurant companies in Korea. Findings - The results were as follows. First, both LMX and perceived fit were negatively related to employees' NWOM. Second, both LMX and perceived fit were positively related to OBSE. Third, OBSE was negatively related to employees' NWOM. Fourth, legal/ethical citizenship and philanthropic citizenship were found to attenuate the positive (+) relationship between perceived fit and OBSE, respectively. Fifth, it was found that work engagement weakened the negative (-) relationship between OBSE and NWOM. Finally, OBSE was found to have a partial mediating effect moderated by corporate citizenship (legal/ethical citizenship and philanthropic citizenship) and work engagement in the relationship between perceived fit and NWOM. Originality/value - This study makes a theoretical contribution by expanding the mechanisms associated with LMX and NWOM by revealing the mediating effect of OBSE in their relationship. Additionally, this study makes a theoretical contribution in that it demonstrates the importance of enhancing legal and ethical citizenship and philanthropic citizenship by revealing the moderating effect of corporate citizenship in the relationship between perceived fit and OBSEE. Finally, it makes a theoretical contribution by suggesting that the interaction between work engagement and OBSE is important in reducing employees' NWOM by revealing the moderating effect of work engagement.

• Journal of Digital Policy
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• v.2 no.2
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• pp.7-14
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• 2023

The purpose of this study is to emphasize the need for brand equity management to survive in a rapidly changing medical environment by identifying the impact of digital customer experience on brand equity and analyzing the influence of hospital brand equity on word-of-mouth (WOM) intention. The main findings are as follows. As a result of analyzing the effect of digital customer experience on brand equity, the relationship between aesthetic value and brand equity, functional value and brand equity, customer service value and brand equity all showed significant results. In addition, the relationship between brand equity and WOM intention also showed significant results. These findings have practical implications for revealing the importance of the digital service environment in building hospital brand equity, in strengthening relationships with customers and WOM activities, and suggesting the provision of customer services and benefits using digital technology.

• Journal of Korea Society of Industrial Information Systems
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• v.26 no.5
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• pp.79-94
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• 2021

Despite the importance of the supply chain risk due to the negative word-of-mouth (NWOM) in social media, related research is insufficient. Thus, this study analyzes how the NWOM of the product is distributed through social media and the characteristics of the distributor based on social exchange theory. For this purpose, we collected information on car recalls from four companies using Twitter from the National Highway Traffic Safety Administration (NHTSA). Based on the Seed Tweet, a Re-Tweet (RT) network was constructed to examine the distribution and spread of NWOM, and regression analysis was performed to test the hypothesis. As a result, it was confirmed that NWOM is a small world network structure that spreads around hub users connected to many users. Moreover, it was found that the more interactive and reciprocal relations the first distributor has, the greater the speed and scale of distribution of NWOM.

• Culinary science and hospitality research
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• v.22 no.5
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• pp.106-116
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• 2016

This study on the lifestyle of senior citizens measured how slection criteria affects franchise restaurant selection. Word of mouth was determined not to have a negative effect between senior citizen lifestyle and franchise restaurant selection. First, the lifestyle of senior citizens were categorized into 4 sub-variables-extroverted, open, progressive, and future-oriented -. It identified information about the properties of the choice variables franchise restaurants positively influence on the all relationships .Second, the mediating effect of word of mouth was verified form the realtionships.