• Journal of Korea Multimedia Society
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• v.25 no.9
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• pp.1348-1355
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• 2022

This study will be an exploratory study from the perspective of IWOM on the intention of word-of-mouth transmission. And based on 256 questionnaire survey data of E-Commerce live broadcast consumers, structural equation modeling is used to explore the paths and mechanisms of influence of consumers' perceived IWOM and perceived value on oral transmission intention in China's E-Commerce live broadcast. The results found that consumers' perceived IWOM had a positive effect on perceived usefulness and perceived entertainment, and that perceived usefulness had a positive effect on purchase intention while perceived entertainment had no direct effect on word-of-mouth transmission intention. Perceived IWOM also indirectly influences willingness to pass on word-of-mouth by affecting perceived value. Among them, the mediating effect of perceived usefulness in the path of perceived network influence on word-of-mouth transmission intention is greater than that of perceived entertainment.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.2
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• pp.327-341
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• 2018

This study analyzed the influence of social distance and visual information on consumers' fashion style preferences in terms of information characteristics and providers. Data were collected from 521 females in their twenties and thirties who had experience using SNS. The empirical study results were as follows. First, with other factors of exposure under control, the social distance of information characteristics and providers showed a significant impact on fashion style preferences only when social distances were close. Second, the impact of social distance varied depending on the consumer's characteristics. This proved that innovation had significant negative influences, while conformity and informational sensitivity to others showed positive influences on the effects of social distance in terms of information characteristics. Innovation and fashion leadership also showed a negative influence on the social distance effect in terms of information providers. Third, conformity, informational sensitivity to others, and fashion leadership, proved to have a significant impact on the acceptance of eWOM in fashion styles, but innovativeness and normative sensitivity to others did not have a significant influence. This study can be used as baseline data in SNS marketing strategies for vitalizing information spread through eWOM.

• The Journal of the Korea Contents Association
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• v.17 no.1
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• pp.80-91
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• 2017

The purpose of paper is to confirm the role of E-WOM(Electronic Worth of Mouth) in decision making of selecting the mobile application via smart-phone or tablet pc. Particularly i wished to confirm the effects of others' positive or negative reviews in purchasing(free downloading) mobile applications. To resolve these research questions, the secondary data or previous research were collected and arranged theoretically. From literature research, i made out the proposed model to explain the relationships between the variables, executed the operational definitions and 14 Hypotheses were established, collected the survey data of 228 mobile application users. Using the empirical test analysis, previous performances to confirm the construct validity and internal consistency and PLS(Partial Least Square) modelling method was executed. The test result showed that proposed relations of variables was empirically identified, therefore, i got the conclusion as followings; First, attributes of mobile application users' reviews have the effects positively to usefulness perception and expected performance. Second, it was significantly tested Usefulness of Online Review and Expected Performance. Second, Usefulness of Online Review, Source Credibility and Expected Performance have effect positively to Intention of Review Adoption.

• Culinary science and hospitality research
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• v.19 no.2
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• pp.190-202
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• 2013

The arrival and expansion of the Internet has extended consumers' options and has provided consumers' opportunities to offer their own consumption. Through a laboratory experiment, we investigated questions: 1) do consumers trust the accuracy of reviews posted by anonymous reviewers or experts and 2) do readers trust negative and positive reviews equally? The messages were created as a form of 4 scenarios for this study. The statistical analysis was conducted using SPSS Win(v.16.0) for descriptive analysis, and t-test. Our results from a 2(positive reviews vs. negative reviews)*2(consumer vs. expert) experiment design showed that there was a significant difference between consumers' review and experts' one in restaurant visit intention(p<.001) and information credibility(p<.001). Also, between positive review and negative one, significant difference was found in restaurant visit intention(p<.001) and information credibility(p<.01). Other results, limitations and future research directions were also discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.5
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• pp.690-704
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• 2014

This study examined the risk perception in internet shopping by Chinese and analyzed the effects of risk perception on internet word-of-mouth acceptance and transmission. This analysis was conducted with data collected from 373 Chinese individuals in their 20s. Data were analyzed with factorial analysis, cluster analysis, ANOVA, multiple regression analysis, Chi-square test, and Cronbach's ${\alpha}$ using SPSS 18.0. The results were: 1) The factor analysis of risk perception extracted four factors: fashion/social psychological risk, product risk, transaction risk, and economic risk. The cluster analysis classified them into: Group with low-risk, Group with high-risk, Group with economic risk, and Group with medium-risk. 2) Group with high-risk and Group with economic risk had a higher word-of-mouth acceptance than other groups. The Group with a high-risk had more word-of-mouth transmission than other groups. 3) It was found that when word-of-mouth was accepted, the factual information about fashion products (size and material) was most referred to, and that the overall evaluation of satisfaction and dissatisfaction was most conveyed when word-of-mouth was conveyed. 4) Internet word-of-mouth acceptance was affected by product risk, economic risk, and transaction risk. Internet word-of-mouth transmission was affected by economic risk, and fashion/social psychological risk, product risk, and transaction risk.

• Journal of the Korea Convergence Society
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• v.12 no.7
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• pp.133-142
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• 2021

This study aims to expand the effect of online education into the aspect of active exploration and sharing of class-related issues by learners. Based on theoretical discussions, Two types of motivation (personal and social) to explore issues, engagement, attitude toward issue content, and eWOM model were verified. As a result of the study, it was found that the impact of personal and social motivations that online education has on engagement on specific issues, and the positive(+) influence on attitudes toward issue content and word of mouth intentions on SNS, considering engagement as a parameter. In this study, the role of engagement in inducing the next learning by oneself was confirmed, and it can be seen that social and personal motives for issues and class content should be utilized to increase engagement.

• The Journal of Society for e-Business Studies
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• v.15 no.1
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• pp.39-60
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• 2010

It becomes common thing that many customers buy the goods through the online shopping mall as internet grows very fast. The information cascades that happen when a person imitates the other's acts also it occurs in online. Many people buy the goods referring on other people's purchasing experiences and such cases are spreading more and more. Through numerous existing researches, the researches in association with this issue have been studied on the information cascades effect on offline or online separately. The research of comparing the information cascades effects from the offline word of mouth (WOM) and the online review has not studied yet. On that reason this study shows that the online review induces the information cascades. We also compared the effects with information cascades effects from traditional offline word of mouth. In result of this study, the following points have been concluded. Firstly, we examined that information cascades was occurred through both the online review and offline word of mouth. Secondly, the information cascades effect through the online review is greater than through the offline words of mouth. It means the company has to understand the importance of the online review and manage it. Thirdly, the information cascades effects are occurred differently in accordance with the goods brands. Therefore a company has to know whether its products is superior to the competitor's one or not.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.5
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• pp.187-199
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• 2022

The purpose of this study was to offer a new conceptual framework based on a combination of the TPB model, the TAM model, and two additional constructs consisting of eWOM and pricing value called the E-P-TAM-TPB model, and to assess the model's implications on hotel selection behavior. This study empirically examines the E-P-TAM-TPB model to evaluate and validate domestic tourists' online hotel booking intentions by using the partial least squares structural equation modeling (PLS-SEM) approach. The data was collected from 355 domestic tourists who booked the room via the hotel website. The major findings of this study indicated that the E-P-TAM-TPB model has a positive significant influence on online hotel selection behavior. The results revealed that all proposed hypotheses were declared supported. Future studies should build on the framework by incorporating potential moderators to better understand how different groups of customers behave online in different segments of the hospitality industry. Managers must not only develop an easy booking process but also provide price value information to attract or impress clients. Tourists can compare room rates with other hotel websites and OTAs.

• International Journal of Contents
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• v.5 no.1
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• pp.9-14
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• 2009

The purpose of this study is to investigate the impacts of e-service quality factors on customer satisfaction and behavior intention by Web site types. 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 a result, the study found that factors of web site service quality variables had positive impacts on customer satisfaction. And customer satisfaction also had a positive impact on relationship intention and word of mouth intention. Furthermore, through the comparative analysis, we found that the service quality differed on the effects of customer satisfaction by web site types. According to those results, marketing managers should develop different service strategies based on different web site types.

• Korean Journal of Human Ecology
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• v.21 no.5
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• pp.1005-1016
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• 2012

Recently, as growing number of consumers publish product and service reviews on the Internet, e-review has received attention from retailers and researchers. E-review, a form of electronic word-of-mouth (eWOM) which is typically shared between strangers whose identity and credibility are unknown, has become an important product information source as social media has facilitated information exchanges between more consumers. The objective of this study was to investigate the effects of e-review attributes on purchase intention for fashion products, which is mediated by trust of e-review, as well as to explore the differences between consumer communities and cooperative communities. A questionnaire was developed based on previous researches. Data were gathered from adults living in Busan. The results were analyzed by factor analysis, t-test, and regression using SPSS 18.0. The results showed that consumers tended to recognize e-reviews from consumer communities as exaggerated information, while they considered reviews from cooperative communities as reliable information, which gave the latter higher purchase intention. There were significant differences in e-review attributes for fashion products (e.g., Exaggeration, Entertainment, Innocence, and Agreement), purchase intention between consumer communities (e.g: Blog, Internet cafe) and cooperative communities (e.g: general malls and specialty malls). For both communities, purchase intention of fashion products was influenced by its entertainment attributes and perceived trust of e-reviews. These results suggest that e-retailers need to focus on understanding the causes of purchase intention with e-reviews for fashion products. Specifically, e-retailers should recognize that e-reviews of fashion products were associated primarily with entertaining and with consumers' trust. Based on these findings, managerial implications are presented.