• 한국정보시스템학회지:정보시스템연구
• /
• 제15권1호
• /
• pp.21-48
• /
• 2006

Recently the development of information technology and the emergence of electronic commerce have changed the model of purchase behavior in customers. This research aims to enhance the reliability of the result compared to the existing studies in internet shopping mall, and to find out the influence that logistics service quality elements has on customer satisfaction and that customers satisfaction has on the repurchase intention and word of mouth intention. To do so, prior researchs on the logistics service quality, customer satisfaction, repurchase intention and word of mouth intention was widely reviewed and the relationship between logistics service quality elements and customer satisfaction, and between customer satisfaction and repurchase intention and word of mouth intention were empirically tested. A total of 256 responses were received and analyzed from internet shopping mall. The analyses showed partial support for the affirmative effect of logistics service quality, customer satisfaction and post-purchasing behaviors in the internet shopping mall.

• The Journal of Asian Finance, Economics and Business
• /
• 제8권4호
• /
• pp.433-440
• /
• 2021

This study aims at testing word-of-mouth (WOM) by mediating positive and negative perceptions of purchase intention on low-cost carriers (LCC) flights in Indonesia. One of the communications mixes that airlines can carry out is WOM. WOM is a form of communication between passengers after using a flight. The formation of a positive perception of WOM is expected by airlines. If a positive perception of WOM has formed, a purchase intention will arise. The study population included LCC flight passengers in Indonesia, involving 387 respondents. For indicators and variables, validity and reliability tests were conducted using CFA, CR, and AVE tools. Sampling locations were Soekarno-Hatta and Kualanamu airports. Sample collection was obtained through purposive sampling, and the analytical tool used was structural equation modeling (SEM) with Lisrel. The results showed that WOM influenced purchase intention through positive and negative perceptions of WOM. It can be seen that a positive perception of WOM has a direct effect, while a negative perception of WOM has the opposite effect. In conclusion, the mediation of perceptions influences purchase intention, whether it in the same direction or the opposite ones. To conclude, WOM is an antecedent for it influences purchase intention.

• 한국시뮬레이션학회논문지
• /
• 제13권1호
• /
• pp.41-50
• /
• 2004

The purpose of this paper is to analyse the manager's policy to maximize the profit in a multiple-server queueing facility with a limited queue capacity. We assume that the level of advertizing effects on the arrival rate of customers to the facility. The model without ‘word of mouth effect’ is assumed that the arrival rate is independent on the qualify of service level. We estimate the service quality by the balking rate of customers from system. We extend this to the model with ‘word of mouth effect’. To achieve the maximum profit, the most important factor is the considerably high utilization of facility for both models. Given service rate, we should maintain an effective arrival rate to some extent. To this end, among the available options, an increase of advertizing effort is more desirable than reducing the fee if the service value of customers remains unchanged. We also investigate whether the variability of service time has a significant impact on determining the optimal policy. The cost of service variability is not so expensive as that in a single server model due to the reduced variability of service times in a multiple-server model.

• 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.

• 한국정보시스템학회지:정보시스템연구
• /
• 제32권2호
• /
• pp.1-24
• /
• 2023

Purpose The aim of this study is to investigate how system quality, privacy concerns, and usefulness impact user satisfaction and word-of-mouth intention towards smart order services among Chinese consumers. The study also seeks to provide both theoretical and practical implications based on the findings. Design/methodology/approach This study conducted an empirical study on Chinese consumers through an online survey on 274 users of smart order service in China. To analyze the data, frequency analysis, reliability analysis, and confirmatory factor analysis were performed using SPSS 26.0 and AMOS 26.0 statistical programs, and structural equation model was used for hypothesis testing. Findings The study results are as follows. First, system quality was found to have a positive effect on usefulness and user satisfaction. Second, privacy concerns were found to have a positive effect on user satisfaction, but not on usefulness. Third, user satisfaction was found to have a positive effect on consumers' word-of-mouth intention of the smart order service. Finally, mediating effects were found between system quality and user satisfaction through usefulness, as well as between system quality, perceived privacy concern, and usefulness through user satisfaction.

• 유통과학연구
• /
• 제15권2호
• /
• pp.69-78
• /
• 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.

• International Journal of Quality Innovation
• /
• 제6권2호
• /
• pp.17-30
• /
• 2005

The Internet can provide benefits obtained from changing the structure of a business, such as emphasizing the importance of different types of personnel. In addition, the Internet alters the process for business activity, both within and outside the organization. Using structural equation modeling, I empirically test a number of hypothesized relationship based on a sample of 126 Internet Community users. The results are as follows: loyalty is significantly influenced by trust and relationship, repeat purchase is significantly influenced bye-loyalty. In addition, word of mouth is significantly influenced by e-loyalty.

• 한국의류산업학회지
• /
• 제26권1호
• /
• pp.88-98
• /
• 2024

With the growing preference among Chinese consumers for purchasing beauty products through social media networks (SNS), influencer marketing has recently emerged as a crucial strategy for maximizing word-of-mouth effects. This study aims to ascertain the impact of SNS beauty influencers' characteristics on trustworthiness and consumers' intentions to engage in word-of-mouth promotion. Furthermore, the study seeks to explore the moderating role of consumer involvement in the relationship between SNS beauty influencer characteristics and the trust consumers place in them. As part of an empirical analysis, an online survey was administered to 259 Chinese female consumers who had previously purchased beauty products through influencers on SNS. The data gathered were scrutinized by conducting multiple and hierarchical regression analysis to test the proposed hypotheses. The findings indicated that the attributes of "expertise,"' "intimacy," and "homogeneity" in SNS beauty influencers significantly affect influencer trust, whereas "charm" does not have a significant impact. Moreover, consumer involvement was found to moderate the relationship between SNS beauty influencer characteristics (expertise, intimacy, charm, and homogeneity) and influencer trust. Additionally, influencer trust positively influenced the intention to engage in word-of-mouth activities. These findings signify that leveraging influencers possessing qualities such as expertise, intimacy, and homogeneity can help enhance product exposure, popularity, and sales of the beauty industry. This study contributes valuable insights into the strategic utilization of influencer characteristics in the beauty industry and digital marketing, highlighting their pivotalrole in consumer engagement and the success of marketing strategies.

• 한국조리학회지
• /
• 제21권3호
• /
• pp.181-197
• /
• 2015

본 연구를 수행하기 위하여 호텔 조리사들의 아열대 채소에 대한 인지된 가치, 품질, 가격에 대한 인식을 조사하여 조리사들의 아열대 채소에 대한 신뢰와 이용의도, 구전의도 등을 조사하였다. 이 연구를 수행하기 위하여 서울 시내에 있는 호텔 조리사 중 아열대 채소를 경험해본 조리사들을 대상으로 연구를 진행하였다. 2014년 10월 1일부터 20까지 총 20일 동안 380부의 설문을 배포하여 불성실한 응답을 제외하고 총 353개의 설문을 분석에 이용하였다. 353개의 설문을 가지고, 빈도분석, 요인분석, 상관관계분석, 회귀분석을 실시하였다. 분석결과, 아열대 채소의 지각된 가치, 지각된 품질, 합리적 가격요인은 신뢰에 긍정적인 영향을 주었고, 신뢰는 구매의도와 구전의도에 긍정적인 영향을 주었다. 마지막으로 구매 의도는 구전에 긍정적인 영향을 주었다. 그러므로 아열대 채소의 품질을 높이고, 가격을 합리적인 수준으로 생산량을 늘리고, 제품에 대한 영양적, 기능적 연구에 노력하여 좋은 식재료가 될 수 있도록 노력해야 한다.

• 유통과학연구
• /
• 제9권3호
• /
• pp.15-23
• /
• 2011

본 연구는 교육서비스 관련 상품 판매 요인이 교육서비스 만족에 미치는 영향을 파악하고, 이러한 만족이 재등록과 구전효과에 미치는 영향에 관하여 분석하였다. 입시학원에 수강 중인 학생들과 학부모들을 대상으로 실증분석 한 결과 교육서비스 관련 상품판매요인인 교육프로그램과 강사요인에 관한 가설들은 지지되었다. 그러나 물리적환경과 수강료가 교육서비스 만족에 미치는 영향에 대한 가설은 기각되었다. 또한 교육서비스 만족은 재등록과 구전효과에 미치는 영향에 관한 가설은 지지되었다. 이상의 연구결과를 종합해볼 때 교육서비스 만족에 미치는 영향에 있어 교육프로그램과 강사요인이 중요한 역할을 하며 물리적 환경과 수강료는 교육서비스 만족에 있어 중요한 요인이 아니다라는 결론이 도출되었다. 또한 교육서비스 만족은 재등록과 긍정적인 구전형성에 긍정적인 영향을 미친다는 결론이 도출되었다.