• 한국멀티미디어학회논문지
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• 제25권2호
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• pp.382-389
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• 2022

In China, E-commerce live broadcast has emerged as the most popular and innovative online shopping form for today's consumers, and its "real-time interactive" feature can compensate for the communication delays of general online shopping. Based on the author's previous research it has been demonstrated that, in the E-commerce live broadcast environment, Internet Word of Mouth (IWOM) has become an important reference for consumers when making purchases. In this paper, we reconstructed the "IWOM-Purchase Intentions" model and use interaction (Auchor-Audience and Audience-Audience) as a mediating variable to empirically investigate the impact of IWOM on purchase intentions in E-commerce live broadcast. The data were collected through a questionnaire survey of individuals who had experience in E-commerce live broadcast and 250 valid data were obtained and analyzed by SPSS21.0. The results show that: the interaction (Auchor-Audience) acts as a mediator between IWOM (strength of relationship; word-of-mouth quality and word-of-mouth timeliness) and purchase intention; And the interaction (Audience-Audience) acts as a mediator between word-of-mouth timeliness on purchase intention, but has no significant mediation on the impact on the strength of relationship and word-of-mouth quality to purchase intention. On this basis, recommendations are made for the implementation of IWOM marketing strategies for E-commerce live broadcast platforms and anchors.

• Human Ecology Research
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• 제60권4호
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• pp.645-665
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• 2022

This study aimed to understand the effect of the characteristics of the influencer of public officials and the characteristics of internet live broadcasting in China on the brand image of local agricultural products, purchase intention, and word-of-mouth intention. A survey was administered to Chinese consumers who had purchased local agricultural products after watching live broadcasts on the internet by influencers of government officials. A total of 317 questionnaires were collected and the data were analyzed using SPSS 26.0 and AMOS 28.0. The key results were as follows. First, regarding the characteristics of the influencer of public officials, reliability, attractiveness, and expertise had a positive effect on the brand image of local agricultural products. Second, among the characteristics of internet live broadcasting, interaction and information had a positive effect on the brand image of local agricultural products, but entertainment did not. Third, the brand image of local agricultural products had a positive effect on purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the reliability, attractiveness, and expertise characteristics of the influencer of public officials and purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the interaction and information characteristics of internet live broadcasting and purchase intention and word-of-mouth intention.

• 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.

• 한국유기농업학회지
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• 제24권4호
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• pp.645-663
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• 2016

The purpose of this study was to look at the mediating effect of social support and interests on the relationship between characteristics of agricultural education program and word of mouth intentions. As a results of analysis of structural model, first, social support had a mediating effect on the relationship between characteristics of agricultural education program and word of mouth intentions. Second, interests had a mediating effect on the relationship between characteristics of agricultural education program and word of mouth intentions. The results highlight the importance of promoting social support and individuals' interests on the agricultural education program to increase the word of intention for agricultural education program. This eventually leads the revitalization and development of agricultural education.

• 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.

• 한국멀티미디어학회논문지
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• 제25권2호
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• pp.335-344
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• 2022

In recent years, Internet Word of Mouth (IWOM) as an important way for internet consumers to obtain product information, it has become a key factor influencing consumers purchase intention. However, does IWOM also affect consumers' willingness to buy in the E-commerce live broadcast environment? What online IWOM can make a difference? And how? This study establishes a theoretical model of the impact of IWOM on consumer purchase intention in Chinese E-commerce live broadcast. Questionnaire data were collected from 204 people through the internet, with the model and the hypotheses are tested by SPSS 21.0 software. The research results show that: Firstly, the influencing factors of IWOM in the E-commerce live broadcast are different from those in general E-commerce. Secondly, anchor traits, word of mouth quantity, and product involvement have a positive impact on consumers purchase intentions, but the strength of relationship, word of mouth quality and Word of mouth timeliness do not have significantly direct effect on consumers' purchase intentions. Finally, conclusion with theoretical references and practical suggestions for E-commerce live broadcast merchants that may enter the Chinese market.

• 동아시아식생활학회지
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• 제16권5호
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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.

• 한국정보시스템학회지:정보시스템연구
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• 제30권2호
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• pp.1-27
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• 2021

Purpose Even if many startups firms have developed innovative items and a potential for success, they often have a limited financial resources, which makes them difficult to do business. To overcome this financial difficulty, startups have used one of fintech services, called crowdfunding that can be a good alternative to solving the difficulty of financing. The purpose of this study is to empirically validate the proposed research model that investigates the reasons of trusting crowdfunding platform, which positively leads to two outcomes - intention to participate and word-of-mouth for reward-based crowdfunding project. Design/methodology/approach We proposed several factors categorized as trust, information quality, and platform traits that have a positive impact on trust of crowdfunding platform, which positively leads to intention to participate and word-of-mouth of crowdfunding. The collected(n=285) from individuals who have participated in crowdfunding project was analyzed with SmartPLS 3.0 to test proposed hypotheses. Findings The results showed that all proposed variables (website reputation, crowdfunding familiarity, digital storytelling, information quality, and interaction) had a significant impact on crowfunding platform trust with exception of product differentiation. In addition, crowfunding platform trust was positively associated with participating intention and word-of-mouth. Based on findings, we discussed the research results and implication alone with a direction for future studies.

• 디지털융복합연구
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• 제10권1호
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• pp.195-202
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• 2012

본 연구는 컨설팅사브랜드가 컨설팅전문성, 활용경험과 구전의도사이에서의 매개 역할을 하는 것을 검증하였다. 본 연구 결과 첫째, 컨설팅전문성과 활용경험이 구전의도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 컨설팅사브랜드는 컨설팅 전문성, 활용경험이 구전의도 관계에서 매개역할에 정(+)의 영향을 미치는 것으로 나타났다. 이를 통해 구전의도는 우선적으로 컨설팅사브랜드 가치를 높여야 하며 이를 위한 컨설팅전문성과 활용경험의 중요성을 인식하고 컨설팅사브랜드를 통한 컨설팅전문성과 활용경험 가치를 높여야 한다는 것을 확인한 것은 시사하는 바가 크다고 할 수 있다.

• 한국조리학회지
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• 제12권3호
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• pp.61-74
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• 2006

The objective of this study are to examine how the factors influence each other by determining the appropriate measurement standard based on the Dining-out Motives, restaurant attribute evaluation, intention of word of mouth and reusing, an effective restaurant marketing strategy on the basis of the analytical results by patrons and market segmentations. The study surveyed 321 subjects and processed the result using SPSS for Win. V. 12.1. For statistical analysis, Frequency, Factor Analysis, and Regression were put into operation. The results showed that dining-out motives and restaurant attribute evaluation had positive effects on the intention of word of mouth and reusing. Furthermore, the restaurant owners or managers will need to understand the existing market and target markets more objectively, and, through this market segmentation, formulate a marketing strategy that is appropriate for diverse desires of customers and different characteristics of restaurants.