• 경영과정보연구
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• 제22권
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• pp.85-115
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• 2007

Following is discovered in this study by some. First, attribute(product/non- product) of that truth that get through experiment of this study is WOM deduced result that have statistical meaning in dependent variable which is public trust only in this study. Specially, information by word of mouth type received High positive response more with non-product information by word of mouth attribute than the product attribute in all experiment products that is parted according to involvement. Consumer's response by involvement level of product can affect for site attitude, public trust, and intention to purchase by second. For example, consumer's site attitude has induced the most positive response, and can confirm positive response of High consumer most in that involvement sensitivity product in that participation reason type product and could confirm response that is the most positive in that involvement reason product even if there is for intention to purchase. Result of this study is grasped that have High mean value relatively in site attitude, product attitude, information by word of mouth effect, public trust, brand attitude, purchase intention etc. generally that product involvement and information by word of mouth attribute are interrelation by third. This can change fairly data processing process according to consumer's Involvement Level, behavior deterministic process, consumer's action with attitude formation process, and involvement for products. High occasion than is low incline more efforts in information retrieval and is discreet result such as study finding of produce.

• 디지털융복합연구
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• 제13권5호
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• pp.69-78
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• 2015

본 연구에서는 구전의도에 영향을 미치는 요인을 스마트폰 접속성과 편리성, 어플리케이션 요인들이 구전의도에 미치는 영향을 살펴보았다. 이 과정에서 접속성과 편리성 각 차원들이 구전의도에 미치는 영향에 대한 어플리케이션의 매개효과를 검정하고자 하였다. 실증결과 본 연구에서 사용된 접속성 및 편리성과 어플리케이션이 구전의도에 유의한 정(+)의 영향을 알 수 있었다. 그리고 어플리케이션의 매개효과를 검증한 결과 어플리케이션은 매개효과가 있는 것으로 검정되었다. 이와 같은 결과는 어플리케이션에 대한 요인이 구전의도에 일정관리, 유용한 어플리케이션, 동영상, 음악, 게임이 영향을 미치는 것으로 나타났다. 특히, 접속성 및 편리성과 어플리케이션이 구전의도 간의 영향관계를 확인하였다는 데 의의가 있다. 이 연구를 위하여 스마트폰 이용을 많이 하는 대학생들을 대상으로 설문조사 및 연구결과를 도출하였다. 이와 같은 결과는 융복합 시대의 스마트폰 사용자들을 만족시킬 수 있는 어플리케이션 개발전략에 대한 시사점을 제공한다.

• Journal of Contemporary Eastern Asia
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• 제13권2호
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• pp.3-14
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• 2014

Online communities are an important source of electronic-word-of-mouth (eWOM), however few studies have examined these types of messages within the Middle Eastern context. This study focuses on Kuwaiti women as members of an online beauty forum; previous work has suggested a mediating effect of gender with women being more likely to trust and follow-up word-of-mouth with a purchase. A conceptual model, based on existing theoretical contributions, provides the basis of a coding framework for the message characteristics that influence members' eWOM adoption. A sub-set of the analysis is presented: 218 threads (1820 messages, coded into 6702 units) illustrating cases where eWOM was adopted and thereby demonstrating continuance intention with members returning to the forum. Content analysis revealed the prevalence of emotional aspects in messages, coded into a new category of 'community bonding'. Findings show that emotion expressed in messages is as influential and important as cognitive aspects of argument quality.

• 한국전자통신학회논문지
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• 제5권6호
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• pp.657-663
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• 2010

본 연구는 부동산중개업을 하는데 필요한 중요 구성요소를 도출하여 서비스 가치, 고객의 재이용의도, 구전효과와의 관계를 검증하여 고객들이 원하는 구성요소가 무엇인지를 분석하였다. 그 결과 중개업자의 능력과 중개업자의 신뢰성, 중개업소의 위치가 중요한 구성요소임을 검증한 반면 중개업소의 환경은 그다지 중요하지 않는 것으로 검증되었다. 따라서 고객들이 생각하는 가장 중요한 요소는 중개업자의 능력이므로 이에 대한 대비책 강구가 필요하였다.

• 간호행정학회지
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• 제17권1호
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• pp.5-13
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• 2011

Purpose: The purpose of this study was to examine the effect of patient perception of the switching cost and negative word of mouth on revisit intention of patients in out-patient departments (OPDs) of general hospitals. Method: The participants were 306 patients in general hospital, selected through convenience sampling. Data were collected using a structured questionnaire and analyzed using descriptive statistics, Spearman correlation coefficient, and logistic regression with SPSS Win. Results: Relational switching cost was positively correlated with revisit intention (r=.58, p=<.001), but not financial switching cost or procedural switching cost. Negative word of mouth was negatively correlated with revisit intention (r=-.22, p=<.001). The significant predictors influencing revisit intention in patients was relational switching cost. Conclusion: The findings of this study suggest that hospital and nursing managers should seek to bolster perceptions of switching costs and negative word of mouth, which subsequently increases revisit intentions in small hospitals located in the country as well as urban large hospitals.

• Asia Marketing Journal
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• 제22권3호
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• pp.1-28
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• 2020

With the development of information and communication technology and spread of smart devices, online information exchange has become a daily routine. Accordingly, the management and utilization of online word of mouth (WOM) has become an important issue for companies. Numerous studies have examined the impact of online WOM on firm performance. This study analyzes the impact of negative word of mouth (NWOM) on firm value, considering the influence of corporate social responsibility (CSR) activity and research and development (R&D) investment. Using a hierarchical linear model, we find that 1) NWOM has a negative impact on firm value, 2) CSR activities do not significantly influence this impact, and 3) R&D investment reduces this negative impact. This study contributes by demonstrating the effect of NWOM on firm value, examining the influence of CSR activities and R&D investment on the impact of NWOM, and confirming that the hierarchical linear model can be applied effectively to panel data in empirical studies. As a practical implication, companies must prevent and manage NWOM, whose impact, when caused by an unavoidable incident, can be alleviated by proactively announcing that the company is striving for competitiveness, for instance, by investing in R&D.

• 산경연구논집
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• 제9권1호
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• pp.51-65
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• 2018

Purpose - This paper aims to identify factors that influence the users' word-of-mouth intention (WOMI) regarding mobile apps, focussing on the impacts of technology acceptance model (TAM) and social network theory. Research design, data and methodology - Based on TAM, this study integrates social network theory into the research model. The 317 sets of data collected in a survey were tested against the model using SmartPLS. Results - Our findings suggest the following: 1) Personal innovativeness positively influences perceived usefulness (PU), perceived ease of use (PEU) and perceived enjoyment (PE); 2) PEU affects PU and PE; 3) Both PU and Satisfaction are directly correlated with WOMI. Although PEU and PE has no direct impact on WOMI, they may indirectly affect WOMI via Satisfaction, as PU, PEU and PE all positively influence satisfaction; 4) Network density and network centrality both play a mediating role in the relation between PEU and WOMI. Referral Reward Program have a positive moderating effect on the relation between PU and WOMI. Conclusions - The findings of this study illustrate the traits of Apps that can promote users' WOMI, as well as the characteristics of people who are more likely to participate in the word-of-mouth process. The findings provide a theoretical basis for app developers to make word-of-mouth a marketing strategy.

• 가정과삶의질연구
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• 제34권3호
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• pp.95-111
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• 2016

The purpose of this study was to compare the factors affecting mother's satisfaction, word-of-mouth, and repurchase intention for the complete collection and monography picture books. Questionnaires from 323 5-year-olds' mothers in Seoul and Kyunggi province were analysed. The findings are as follows. Firstly, mother's product involvement and dual readership, and child's preference for picture books were common effective factors to improve mother's satisfaction, word-of-mouth, and repurchase intention. Secondly, reflection of child's opinions explained mother's satisfaction, word-of-mouth, and repurchase intention only for the monography, not for the complete collection. Thirdly, mother's product involvement had a direct effect on the repurchase intention of monography, while mother's subjective knowledge was more important for the repurchase intention of the complete collection.

• 디지털융복합연구
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• 제14권10호
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• pp.241-252
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• 2016

본 연구는 신제품의 출시가 범람하는 시장환경 속에서 기존의 전통적인 대중매체를 이용한 마케팅 커뮤니케이션과 다르게 진화하는 구전커뮤니케이션을 설명하기 위한 것이다. 디지털디바이스를 이용한 인터넷 사용이 일반화되면서 블로그, 인터넷카페 등에서 다양한 커뮤니케이션이 활성화되고 있다. 동시에 마켓메이븐을 커뮤니케이션의 촉진자로 활용하는 현상이 증대하고 있다. 기업은 불확실성이 높은 신제품 확산을 촉진하기 위해 새로운 시각에서 커뮤니케이터를 고려할 필요가 있고, 커뮤니케이터로써 마켓메이븐은 마케팅활동에 좀 더 의미가 있을 것으로 보인다. 이에 따라 마켓메이븐이 혁신적인 제품의 구전과정에 영향을 미치는지 조절효과를 통해 살펴보고자한다. 실증연구 결과 제품의 지각된 혁신성과 제품에 대한 지각된 호기심은 제품의 구전의도에 긍정적인 영향을 미치는 것으로 나타났고, 이러한 과정에서 마켓메이븐이 미치는 조절효과가 나타났다.

• 한국콘텐츠학회논문지
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• 제19권9호
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• pp.181-194
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• 2019

본 연구는 일식전문점의 물리적 환경이 고객만족, 재방문의도, 구전의도에 미치는 영향을 파악하기 위하여 수행되었다. 이를 위해 대구지역의 일식전문점을 이용한 적이 있는 성인 남 여 341명을 대상으로 자료를 수집하였다. 자료 분석을 위해 SPSS 프로그램의 빈도분석, 요인분석, 회귀분석, 다중회귀분석을 사용하였다. 요인분석을 통해 일식전문점의 물리적 환경은 쾌적성, 심미성, 편리성 3까지 구성요소로 확인되었으며, 다중회귀분석결과 물리적 환경의 3 구성요소는 고객만족, 재방문의도, 구전의도 각각에 정(+)의 영향을 미치고 있는 것으로 나타났다. 회귀분석결과 고객만족이, 재방문의도와 구전의도 각각에 정(+)의 영향을 미치는 것으로 나타났다. 본 연구결과를 통해 일식전문점의 물리적 환경 영향력을 확인하고 실무적 차원의 시사점과 이론적 차원의 시사점을 제시하였다.