• Journal of Distribution Science
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• v.18 no.3
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• pp.77-85
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• 2020

Purpose: This study examined marketing value as online word-of-mouth media in the foodservice industry, and it did research on online word-of-mouth (e-WOM) communication marketing schemes using mass communication in the industry. The study is also intended to investigate the impact of electronic word-of-mouth (e-WOM) information and communication on product awareness risks, benefits, and word-of-mouth (WOM) impacts on restaurant consumers. Research design, data, and methodology: The analysis was conducted on a valid questionnaire of 425 menu product consumers. The survey was conducted for two months in March 2019. The collected data was analyzed using SPSS and hierarchical regression analysis was applied. Results: It did empirical research on the reciprocal casual relations to online and the existing word-of-mouth communication that have to be preceded to understand characteristics of online word-of-mouth communication for the purpose of this study. The result is summarized as follows. First, the online word-of-mouth (e-WOM) effect on product recognition risk shows the statistically significant effect of information sender characteristics, information recipient characteristics, and online word-of-mouth (e-WOM) communication on product recognition risk. Second, the influence of online word-of-mouth (e-WOM) on product risk benefits shows that the information sender characteristics, the information receiver characteristics, and online communications have a statistically significant effect on product risk benefits. Third, online word of mouth risk recognition had a statistically significant effect on word of mouth acceptance. Fourth, online risk benefit had a statistically significant positive effect on word of mouth (WOM) effect. Conclusions: The communication between online word of mouth (e-WOM) sender and recipient had a positive influence on the product evaluation and attitude change in the foodservice industry, and the word-of-mouth (WOM) effect affected financial and non-financial performance. The results mentioned above indicated that the communication between the sender of the information and the receiver of the information had a positive effect on the product evaluation and attitude change of the menu consumer, and the word-of-mouth (WOM) result affected the financial. Therefore, the online word-of-mouth (e-WOM) effect has a positive effect on the word-of-mouth (WOM) effect of menu products when performed simultaneously and positively between the information sender and the information receiver.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.3 s.162
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• pp.410-419
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• 2007

The purposes of this study were to segment consumers by on-line word of month and to find the differences among the segmented groups in regard to fashion involvement, internet perceived risk, and internet purchase behavior. The subjects of this study were female consumers who were members of online cafe in Korea. The data were collected during October, 2004. The respondents returned the questionnaires through internet and 480 questionnaires were finally used in the data analysis. The statistical analyses used for the study were factor analysis, cluster analysis, t-test, and $X^2-test$. The results showed that word-of·mouth communication on internet(e-WOM) is composed of two factors, word-of-mouth transmission and word-of-mouth acceptance. These two factors were put under cluster analysis and were classified into two groups of the word-of·mouth communication: WOM group and non-WOM group. T-test showed that word-of-mouth communication groups were significantly different in regard to fashion involvement, internet perceived risk, and internet purchase behavior. For example, WOM group was more uncertain of their clothing choices, put more weight on the internal factors of clothing selection, and was a frequent purchaser of internet fashion products. Internet fashion business needs to implement the proper marketing strategies based on the results of the study.

• Journal of Distribution Science
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• v.21 no.1
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• pp.85-93
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• 2023

Purpose: This research is intended to analyze how distribution of brand communication of a Soft Drink brand on brand image mediated through electronic word of mouth on packaged carbonated drink in Indonesian Gen-Z. This research also aims to find out how electronic word of mouth can have a role in creating a brand image for Indonesia Gen-Z. Research design, data and methodology: This research is using a quantitative approach with purposive sampling technique, a survey was conduct online and the number of samples being 384 responders who are spread all over Indonesia. The questionnaire construct was designed based on several variables, such as brand communication, brand image, and e-WOM. E-WOM was positioned as a mediating variable in this research. Brand Communication indicators consist of event and experience, public relation and publicity, direct marketing and personal selling. Meanwhile brand image consists of Attributes, Benefits, and Attitudes. E-WOM indicators consist of intensity, balance of opinion, and content. Results: The result of this research being (1) There is a significant influence between brand communication and brand image. (2) There is a significant influence between brand communication and electronic word-of-mouth. And (3) There is a significant influence between brand communication and brand image mediated through electronic word-of-mouth. Conclusion: The findings of this research prove that there is significant influence between brand communication, brand image and electronic word-of-mouth, this study also provide several information about how other factor affect the distribution of brand communication.

• Journal of the East Asian Society of Dietary Life
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• v.16 no.5
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• pp.615-622
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• 2006

The purpose of this study was to examine the mediating role of attitude, subjective norm, and perceived behavioral control on the relationships between past behavior and customers' intention to engage in negative word-of-mouth communication of dissatisfaction responses. Results of the study demonstrated that the inclusion of past behavior improved the predictability of the negative word-of-mouth communication of dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by the mediator. In the contests of negative word-of-mouth communication, the effect of past behavior on intention was partially mediated by attitude, subjective norm and perceived behavioral control.

• Journal of Distribution Science
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• v.11 no.11
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• pp.57-61
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• 2013

Purpose - This study aimed to understand the influence of visible factors directly shown to and experienced by consumers such as physical evidence, and invisible factors obtained through acquaintances or other experienced consumers such as word-of-mouth, in the discount stores' marketing communication on impulse buying intention and store loyalty. Research Design, Data, and Methodology - This study examined the effect of factors in discount stores' marketing communication, for instance, physical evidence, word-of-mouth, and buying impulse intention. The questionnaire survey resulted in 68 completed questionnaires. Results - Physical evidence and word-of-mouth have a statistically significant positive effect on store loyalty. The results of regression analysis regarding whether visible or invisible factors have more impact showed that word-of-mouth has a statistically significant positive effect on store loyalty. With regard to impulse buying intention, only word-of-mouth was statistically significant. Conclusion These results suggested that visible and invisible factors that appeal to customers are very important. In particular, the results suggested that stores should create invisible factors (e.g., positive word-of-mouth) for their customers.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.3
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• pp.137-147
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• 2021

We aimsto examine the determinants of visitors' positive word-of-mouth (WOM) in a web-based virtual reality contemporary art exhibition. We also examines the effects of 3 realms of experience (entertainment, esthetic, escapist) on emotional arousal, how this emotional arousal affects memory and positive word-of-mouth, how memory affects positive word-of-mouth and how age moderate all of the paths. We examined a total of 297 visitors and was conducted through an online survey focusing on Chinese users of ages 20-49. The analysis results showed that entertainment and esthetic have an effect on emotional arousal, but escapist did not. The results also showed emotional arousal has an effect on memory and positive WOM. Memory did not affect positive word-of-mouth. Finally, age has a moderate effect on all the paths, except for the path form escape towards emotional arousal and memory to positive word-of-mouth. The theoretical implications of this study are meaningful exhibition research. While, it also will be helpful to segment the web-based virtual reality art exhibition visitors by dividing into 3 groups (20s, 30s, 40s) and to provide marketing and operation strategies.

• Journal of Korean society of Dental Hygiene
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• v.8 no.4
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• pp.79-88
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• 2008

This study was done to investigate the negative word-of-mouth style and effect of communication with negative word-of-mouth from dental clinic patients. Data were collected from 223 dental clinic patients living in Seoul and GyeongGi-Do. The study was collected from October 15th to October 29th, 2007 with self-recording questionnaires. The results of this study were as follows. First of all, in the characteristic of relationships category, subject who were negative word-of-mouth was more 'persuader person' than others. The results showed that the general characteristics of subjects was effective factor of word-of-mouth. Secondly, the behavior scale which was based of negative word-of-mouth was not suitable of the satisfaction of dental clinic service. This results meant the low satisfaction of dental services haven't relation with negative word-of-mouth. Thirdly, 33% of people who have complaints spread negative word-of-mouth. Finally, the main reason of dissatisfaction was long-waiting time for dental clinic service. The results showed the adjustment of dental clinic system and staffs service will prevent negative word-of-mouth spread.

• Journal of Korean Academy of Nursing Administration
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• v.10 no.2
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• pp.195-210
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• 2004

Purpose: The purpose of this study is 1): to investigate how word of mouth communications work according to the lifestyle of health care consumers of obstetrics and gynecology, 2): to propose managerial suggestions in health care marketing. Method: Data collection and analysis had been executed from March 10, 2003 to April 4, 2003. Out of total 400 questionnaires distributed, 385 were collected. 351 were considered to be valid for analysis. Data were analyzed with the SPSS/pc+ Version 10.0. using Frequencies, Factor analysis and cluster analysis, ANOVA and $x^2-test$. Results: The subjects were divided into four groups in terms of their lifestyles: 'health active group', 'health conscious group', 'health indifferent group', 'health inactive group'. The following are the features word of mouth communication according to lifestyle. Conclusion: All in all, the researcher carne to notice that there was a difference in the features of word of mouth communication activities in accordance with the lifestyle of health care consumers of obstetrics and gynecology. This study will hopefully contribute to the ramification of markets, serving as a help in marketing health services.

• Asia Marketing Journal
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• v.21 no.2
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• pp.73-98
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• 2019

As information and communication technology continue its remarkable development, the exchange of information online becomes as prevalent and frequent as face-to-face communication in daily life. Therefore, the management and application of WOM (word of mouth) practices will become more important than ever to companies. Currently, there are various types of communication channels for online WOM, and each channel has its own unique traits. Most of the previous research studies online WOM by examining the information inside a single communication channel, but this research chooses two different communication channels and analyzes the effects of online WOM with each channel's unique characteristics. More specifically, this research focuses on the expectation that the effects of information from Twitter and blogs on product sales may differ because Twitter and blogs, two different communication channels for online WOM, have their own unique traits. Our particular aim is to perform an in-depth examination on the effects of communication channel's volume and valence on product sales, two important attributes of online WOM. Furthermore, while most of the empirical research focuses on online WOM and analyzes its effect on markets of temporary experience goods, such as movies and books, this research highlights focuses on the automobile market, a durable goods market. The results of our analysis are as follows: First, regarding blogs, a positive valence significantly and positively affects the sales of products, and this result indicates that consumers are influenced more by the emotional aspect of a product presented in a post than by the number of blog posts. Second, regarding Twitter, the volume of online WOM significantly and positively affects sales, an indication that as the number of posts increase, the sales increase. Through this research, we suggest that even those firms that sell durable goods can increase sales through the management and application of online WOM. Moreover, according to the characteristics of communication channels, the effects of online WOM on sales differ. As a practical implication of this research, we suggest that companies can and should create marketing strategies appropriate to their targeted communication channels.

• The Journal of the Korea Contents Association
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• v.5 no.3
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• pp.19-28
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• 2005

It is true that internet provides consumers with an efficient way to search information with minimal effort and cost, which facilitates better decision making. Especially, previous studies revealed that the online word-of-mouth marketing is widely used as a source of consumers' information seeking and purchase decision making. Even with this importance of the online word-of-mouth communication on internet few researches have systematically addressed the issue. This study investigates the effect of consumers' motives on perceived usefulness of word-of-mouth marketing in online shopping mall contents. The results are as follows: First, choice uncertainty, perceived sacrifice, and social pressure play an important role for perceived usefulness of word-of-mouth marketing. Second, perceived usefulness has directly affected consumers' quality perception. Thus, it is essential for internet companies to find ways to encourage their customers to engage in word-of-mouth communication on their websites.