• Title/Summary/Keyword: national communication channel

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An Effective of Rate Control for Scene Change in H.264/AVC (장면전환에 효율적인 H.264/AVC 비트율 제어 기법)

  • Son, Nam-Rye;Shin, Yoon-Jeong;Lee, Guee-Sang
    • Journal of the Institute of Electronics Engineers of Korea SP
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    • v.44 no.1
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    • pp.26-39
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    • 2007
  • In recent years, rate control is an important technique in real time video communication applications using H.264/AVC. Many existing rate control algorithms employ the quadratic rate-distortion model, which is determine the target bits for each P frame. In this paper, a new rate control algorithm for transmission of H.264/AVC video bit stream through CBR(Constant Bit Rate) channel is proposed. The proposed algorithm predicts an adaptive QP(Quantization Parameter) for improving video distortion, due to high motion and abruptly scene change, which target bit rate and MAD(Mean of Absolute Difference) for current frame considering image complexity variance between previous and current frames. Additionally, it uses frame skip technique to maintain bit stream within a manageable range and protect buffer from overflow or underflow. Experimental results show that the proposed method gives a quality improvement of about 0.5dB when compared to previous rate control algorithm. Also our proposed algorithm encodes the video sequences with less frame skipping compared to the existing rate control for H.264/AVC.

The Gain and Phase Mismatch Detection Method with Closed Form Solution for LINC System Implementation (LINC 시스템 구현을 위한 닫힌 해를 갖는 크기 위상 오차 검출 기법)

  • Myoung, Seong-Sik;Lee, Il-Kyoo;Lim, Kyu-Tae;Yook, Jong-Gwan;Laskar, Joy
    • The Journal of Korean Institute of Electromagnetic Engineering and Science
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    • v.19 no.5
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    • pp.547-555
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    • 2008
  • This parer proposed the path mismatch detection and compensation algorithm with closed form for linear amplification with non-linear components(LINC) system implementation. The LINC system has a merit of using the high efficient amplifier by transferring the non-constant envelop signal which is high peak to average signal ratio into constant envelop signal. However, the performance degradation is very sensitive to the path mismatch such as an amplitude mismatch and a phase mismatch. In order to improve the path mismatch, the error detection and compensation method is introduced by the use of four test signals. Since the presented method has the closed form solution, the efficient and fast detection is available. The digital-IF structure of LINC system applied by the proposed error detection and compensation algorithm was implemented. The performance was evaluated with the IEEE 802.16 WiMAX baseband sinal which has 7 MHz channel bandwidth and 16-QAM. The Error Vector Magnitude(EVM) of -37.37 dB was obtained through performance test, which meets performance requirement of -24 dB EVM. As a result, the introduced error detection and compensation method was verified to improve the LINC system performance.

Problems in Management of Rural Special Production Area and Improvement of Political Countermeasures (In the Case of Chungnam Province) (농어촌(農漁村) 특산단지운영상(特産團地運營上)의 문제점(問題點) 및 정책적(政策的) 개선방향(改善方向)(충청남도(忠淸南道)를 중심(中心)으로))

  • Lim, Jae Hwan
    • Korean Journal of Agricultural Science
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    • v.20 no.1
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    • pp.88-101
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    • 1993
  • This study is aimed at evaluating the present management status of the rural special production area development projects and identifying managerial problems to propose new direction of the political countermeasures for the projects. In the con text of implementing the five year's economic developent plans for the past three decades, agricultural production and farm-household income have also been grown rapidly. However the income gap between rural and urbarn laborer, as an internal problem, has widened during the decades and the UR problems concerning free trade of agricultural products, as an external problems, are now agonizing the small-holder farm economy in Korea. The internal and external farm problems could be solved through improvement of agricultural structure and provision of off-farm jobs for farm household income increase. As a part of the off-farm income sources, the rural special production area development projects have propelled by the government throughout the country. The main problems to be solved for the successful implementation of the projects are as follows : 1. Present loan amount by the financial fund was estimated at 6-7% of the total installation costs required. To expand and implement the project successfully, enough financial credit support with favorable terms and conditions have to be considered by the government. 2. The operation patterns of the special production area development project should be recommended from the view point of cooperative and private operation to maximize farm household incomes including profits, marketing charges and dividens. 3. Improvement of the marketing channel of the products and marketing information through TV program and other mass communication should be implemented strongly to promote marketsales by the financial supports of the government. 4. In connection with the off-farm income increase, the population migrating to urban area in outside Chungnam province equivalent to 10-12 thousand persons with age of 20-49 years should be taken into account politically to be employed in the projects in the province. 5. Surplus farm labors should be created by means of improvement of agricultural structure including large farm management with farm mechanization and job opportunities have also to be provided in connection with the rural special production area development projects. The two imminent subjects are the prerequisites to increase off-farm incomes for the farmers living in Chungnam province. 6. Required credit supports for investment and operation costs of the projects should be taken actions by the government.

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Image Rejection Method with Circular Trajectory Characteristic of Single-Frequency Continuous-Wave Signal (단일 주파수 연속파 신호의 원형 궤도 특성을 이용한 영상 제거 방법)

  • Park, Hyung-Chul
    • Journal of the Institute of Electronics Engineers of Korea SP
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    • v.46 no.4
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    • pp.148-156
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    • 2009
  • This paper presents a new image rejection algorithm based on the analysis of the distortion of a single-frequency continuous-wave (CW) signal due to the I/Q mismatch. Existing methods estimated the gain mismatch and phase mismatch on RF receivers and compensated them However, this paper shows that the circular trajectory of a single-frequency CW signal is distorted elliptic-type trajectory due to the I/Q mismatch. Utilizing the analysis, we propose a I/Q mismatch compensation method. It has two processing steps. In the first processing step, the generated signal is rotated to align the major axis of the elliptic-type trajectory diagram with the x-axis. In the second processing step, the Q-channel signal in the regenerated signal is scaled to align the regenerated signal with the transmitted single-frequency CW signal. Simulation results show that a receiver using the proposed image rejection algorithm can achieve an image rejection ratio of more than 70dB. And, simulation results show that the bit error rate performances of receivers using the proposed image rejection algorithm are almost the same as those of conventional coherent demodulators, even in fading channels.

Global Big Data Analysis Exploring the Determinants of Application Ratings: Evidence from the Google Play Store

  • Seo, Min-Kyo;Yang, Oh-Suk;Yang, Yoon-Ho
    • Journal of Korea Trade
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    • v.24 no.7
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    • pp.1-28
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    • 2020
  • Purpose - This paper empirically investigates the predictors and main determinants of consumers' ratings of mobile applications in the Google Play Store. Using a linear and nonlinear model comparison to identify the function of users' review, in determining application rating across countries, this study estimates the direct effects of users' reviews on the application rating. In addition, extending our modelling into a sentimental analysis, this paper also aims to explore the effects of review polarity and subjectivity on the application rating, followed by an examination of the moderating effect of user reviews on the polarity-rating and subjectivity-rating relationships. Design/methodology - Our empirical model considers nonlinear association as well as linear causality between features and targets. This study employs competing theoretical frameworks - multiple regression, decision-tree and neural network models - to identify the predictors and main determinants of app ratings, using data from the Google Play Store. Using a cross-validation method, our analysis investigates the direct and moderating effects of predictors and main determinants of application ratings in a global app market. Findings - The main findings of this study can be summarized as follows: the number of user's review is positively associated with the ratings of a given app and it positively moderates the polarity-rating relationship. Applying the review polarity measured by a sentimental analysis to the modelling, it was found that the polarity is not significantly associated with the rating. This result best applies to the function of both positive and negative reviews in playing a word-of-mouth role, as well as serving as a channel for communication, leading to product innovation. Originality/value - Applying a proxy measured by binomial figures, previous studies have predominantly focused on positive and negative sentiment in examining the determinants of app ratings, assuming that they are significantly associated. Given the constraints to measurement of sentiment in current research, this paper employs sentimental analysis to measure the real integer for users' polarity and subjectivity. This paper also seeks to compare the suitability of three distinct models - linear regression, decision-tree and neural network models. Although a comparison between methodologies has long been considered important to the empirical approach, it has hitherto been underexplored in studies on the app market.

FDI and the Evolution of Directed Technological Progress Bias: New Evidence from Korean Outward Investment

  • Boye Li;Xiang Li;Yaokun Wu
    • Journal of Korea Trade
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    • v.27 no.5
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    • pp.1-22
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    • 2023
  • Purpose - Southeast Asia has been the focus of Korea's foreign investment. Korea has been helping developing countries in Southeast Asia achieve economic growth and win-win cooperation through capital exports. FDI is an important channel for technology diffusion. However, the impact of FDI on the bias of technological progress in the host country is dependent on the host country's own endowment structure and capital-labor factor substitution elasticity. Therefore, the central issue of this paper is to accurately evaluate the impact of Korea's FDI to the four Southeast Asian countries in various industries on their bias of technological progress. Design/methodology - The paper uses macroeconomic data for Korea and four East Asian countries to estimate capital-labor factor elasticities of substitution using nonlinear, seemingly uncorrelated regressions (NLSUR). Then, the biased technological change index (BTCI) is calculated for each country. Finally, panel data analysis is used to explore the impact of Korean FDI in various industries in the four Southeast Asian countries on their own directed technological progress, and a robustness test is conducted. Findings - There is a substitution relationship between capital and labor factors based on their elasticity in Korea, Singapore and the Philippines. There is a complementary relationship between capital and labor factors in Indonesia and Malaysia. According to the BTCI, there is a trend toward labor-biased technological progress in all countries. Korean investments in manufacturing, wholesale and retail trade in the host country trigger capital-biased technological change in the host country; investments in the finance, insurance and information and communication sectors trigger labor-biased technological change. In addition, this paper also confirms that directed technological progress can enable cross-country transmission. Originality/value - The innovation of this paper lies in three aspects. First, we estimate the BTCI for five countries and explore the trend and situation of directed technological progress in each country from each country's own perspective. Second, we explore the impact of Korean FDI in the host country on the bias to its technological progress at the industry level. Second, we explore the impact of Korean FDI in various industries in the four Southeast Asian countries on the four countries' own directed technological progress from a national perspective. Finally, we propose corresponding countermeasures for technological progress from the perspective of inverse factor endowment. These innovative points not only expand the understanding of technological progress and cross-country technology transfer in East Asia but also provide practical references for policy-makers and business operators.

Innovative approaches to the health problems of rural Korea (한국농촌보건(韓國農村保健)의 문제점(問題點)과 개선방안(改善方案))

  • Loh, In-Kyu
    • Journal of agricultural medicine and community health
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    • v.1 no.1
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    • pp.5-9
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    • 1976
  • The categories of national health problems may be mainly divided into health promotion, problems of diseases, and population-economic problems which are indirectly related to health. Of them, the problems of diseases will be exclusively dealt with this speech. Rurality and Disease Problems There are many differences between rural and urban areas. In general, indicators of rurality are small size of towns, dispersion of the population, remoteness from urban centers, inadequacy of public transportation, poor communication, inadequate sanitation, poor housing, poverty, little education lack of health personnels and facilities, and in-accessibility to health services. The influence of such conditions creates, directly or indirectly, many problems of diseases in the rural areas. Those art the occurrence of preventable diseases, deterioration and prolongation of illness due to loss of chance to get early treatment, decreased or prolonged labour force loss, unnecessary death, doubling of medical cost, and economic loss. Some Considerations of Innovative Approach The followings art some considerations of innovative approaches to the problems of diseases in the rural Korea. 1. It would be essential goal of the innovative approaches that the damage and economic loss due to diseases will be maintained to minimum level by minimizing the absolute amount of the diseases, and by moderating the fee for medical cares. The goal of the minimization of the disease amount may be achieved by preventive services and early treatment, and the goal of moderating the medical fee may be achieved by lowering the prime cost and by adjusting the medical fees to reasonable level. 2. Community health service or community medicine will be adopted as a innovative means to disease problems. In this case, a community is defined as an unit area where supply and utilization of primary service activities can be accomplished within a day. The essential nature o the community health service should be such activities as health promotion, preventive measures, medical care, and rehabilitation performing efficiently through the organized efforts of the residents in a community. Each service activity should cover all members of the residents in a community in its plan and performance. The cooperation of the community peoples in one of the essential elements for success of the service program, The motivations of their cooperative mood may be activated through several ways: when the participation of the residents in service program of especially the direct participation of organized cooperation of the area leaders art achieved through a means of health education: when the residents get actual experience of having received the benefit of good quality services; and when the health personnels being armed with an idealism that they art working in the areas to help health problems of the residents, maintain good human relationships with them. For the success of a community health service program, a personnel who is in charge of leadership and has an able, a sincere and a steady characters seems to be required in a community. The government should lead and support the community health service programs of the nation under the basis of results appeared in the demonstrative programs so as to be carried out the programs efficiently. Moss of the health problems may be treated properly in the community levels through suitable community health service programs but there might be some problems which art beyond their abilities to be dealt with. To solve such problems each community health service program should be under the referral systems which are connected with health centers, hospitals, and so forth. 3. An approach should be intensively groped to have a physician in each community. The shortage of physicians in rural areas is world-wide problem and so is the Korean situation. In the past the government has initiated a system of area-limited physician, coercion, and a small scale of scholarship program with unsatisfactory results. But there might be ways of achieving the goal by intervice, broadened, and continuous approaches. There will be several ways of approach to motivate the physicians to be settled in a rural community. They are, for examples, to expos the students to the community health service programs during training, to be run community health service programs by every health or medical schools and other main medical facilities, communication activities and advertisement, desire of community peoples to invite a physician, scholarship program, payment of satisfactory level, fulfilment of military obligation in case of a future draft, economic growth and development of rural communities, sufficiency of health and medical facilities, provision of proper medical care system, coercion, and so forth. And, hopefully, more useful reference data on the motivations may be available when a survey be conducted to the physicians who are presently engaging in the rural community levels. 4. In communities where the availability of a physician is difficult, a trial to use physician extenders, under certain conditions, may be considered. The reason is that it would be beneficial for the health of the residents to give them the remedies of primary medical care through the extenders rather than to leave their medical problems out of management. The followings are the conditions to be considered when the physician extenders are used: their positions will be prescribed as a temporary one instead of permanent one so as to allow easy replacement of the position with a physician applicant; the extender will be under periodic direction and supervision of a physician, and also referral channel will be provided: legal constraints will be placed upon the extenders primary care practice, and the physician extenders will used only under the public medical care system. 5. For the balanced health care delivery, a greater investment to the rural areas is needed to compensate weak points of a rurality. The characteristics of a rurality has been already mentioned. The objective of balanced service for rural communities to level up that of urban areas will be hard to achieve without greater efforts and supports. For example, rural communities need mobile powers more than urban areas, communication network is extremely necessary at health delivery facilities in rural areas as well as the need of urban areas, health and medical facilities in rural areas should be provided more substantially than those of urban areas to minimize, in a sense, the amount of patient consultation and request of laboratory specimens through referral system of which procedures are more troublesome in rural areas, and more intensive control measures against communicable diseases are needed in rural areas where greater numbers of cases are occurred under the poor sanitary conditions.

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Development and Evaluation of Consumer Educational Contents on Hazard Chemicals in Food for Female College Students in Seoul (식품 중 유해물질에 대한 소비자 교육 콘텐츠 개발 및 교육효과 조사 -서울에 거주하는 여대생을 중심으로-)

  • Cho, Sun-Duk;Kang, Eun-Jin;Kim, Meehye;Park, Sung-Kug;Paek, Ock-Jin;Kim, Gun-Hee
    • Journal of the Korean Society of Food Science and Nutrition
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    • v.42 no.10
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    • pp.1701-1706
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    • 2013
  • Domestic and overseas information with regard to harmful substances are analyzed. From the results, environmental-derived hazard chemicals, which show relatively low recognition, and hazard chemicals that occur unavoidably in food manufacturing process are selected as target harmful substances. Thus, educational leaflet contents were developed based on these substances. To find the effects of education with the above contents, this study surveyed 120 female college students living in Seoul. The purpose of the survey is to analyze the change in recognition, attitude and behavior on hazard chemicals in foods. The survey found that the recognition on harmful substance in foods increased; from 31.5~78.0% before education to 98.8% after education. It also indicates that vague anxiety in which the harmful substances may damage their health decreased by approx. 25.0%; from 77.8% before education to 52.8% after education. For the question of what they would do when government promotes to reduce harmful substances in foods, 12.3% of respondents said that they would actively follow the suggestions and 73.5% of them said that they would do their best before an education. However, 56.1% of them said that they would actively follow the suggestions after the education. It indicates that the ability to recognize harmful substances changed after the education. With regard to consumer behavior, when they knew about the harmful substances in foods, 49.6% of them said that they would select foods after investigating relevant information before the education, while 77.4% of them said that after the education; which is an increase of 27.8%. Further, 45.4% of them said that they would not purchase relevant foods before the education, while 20.9% of them said that after the education; which is a decrease of 24.5%. Therefore, it is considered that vague anxiety of consumers can be eliminated by providing persuasive information on harmful substances. To expand on the communication channel with consumers for food safety, contents development and educational promotion should be enhanced for providing food safety related information.

Structural Properties of Social Network and Diffusion of Product WOM: A Sociocultural Approach (사회적 네트워크 구조특성과 제품구전의 확산: 사회문화적 접근)

  • Yoon, Sung-Joon;Han, Hee-Eun
    • Journal of Distribution Research
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    • v.16 no.1
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    • pp.141-177
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    • 2011
  • I. Research Objectives: Most of the previous studies on diffusion have concentrated on efficacy of WOM communication with the use of variables at individual level (Iacobucci 1996; Midgley et al. 1992). However, there is a paucity of studies which investigated network's structural properties as antecedents of WOM from the perspective of consumers' sociocultural propensities. Against this research backbone, this study attempted to link the network's structural properties and consumer' WOM behavior on cross-national basis. The major research objective of this study was to examine the relationship between network properties and WOM by comparing Korean and Chinese consumers. Specific objectives of this research are threefold; firstly, it sought to examine whether network properties (i.e., tie strength, centrality, range) affect WOM (WOM intention and quality of WOM). Secondly, it aimed to explore the moderating effects of cutural orientation (uncertainty avoidance and individuality) on the relationship between network properties and WOM. Thirdly, it substantiates the role of innovativeness as antecedents to both network properties and WOM. II. Research Hypotheses: Based on the above research objectives, the study put forth the following research hypotheses to validate. ${\cdot}$ H 1-1 : The Strength of tie between two counterparts within network will positively influence WOM effectivenes ${\cdot}$ H 1-2 : The network centrality will positively influence the WOM effectiveness ${\cdot}$ H 1-3 : The network range will positively influence the WOM effectiveness ${\cdot}$ H 2-1 : The consumer's uncertainty avoidance tendency will moderate the relationship between network properties and WOM effectiveness ${\cdot}$ H 2-2 : The consumer's individualism tendency will moderate the relationship between network properties and WOM effectiveness ${\cdot}$ H 3-1 : The consumer's innovativeness will positively influence the social network properties ${\cdot}$ H 3-2 : The consumer's innovativeness will positively influence WOM effectiveness III. Methodology: Through a pilot study and back-translation, two versions of questionnaire were prepared, one in Korean and the other in Chinese. The chinese data were collected from the chinese students enrolled in language schools in Suwon city in Korea, while Korean data were collected from students taking classes in a major university in Seoul. A total of 277 questionnaire were used for analysis of Korean data and 212 for Chinese data. The reason why Chinese students living in Korea rather than in China were selected was based on two factors: one was to neutralize the differences (ie, retail channel availability) that may arise from living in separate countries and the second was to minimize the difference in communication venues such as internet accessibility and cell phone usability. SPSS 12.0 and AMOS 7.0 were used for analysis. IV. Results: Prior to hypothesis verification, mean differences between the two countries in terms of major constructs were performed with the following result; As for network properties (tie strength, centrality and range), Koreans showed higher scores in all three constructs. For cultural orientation traits, Koreans scored higher only on uncertainty avoidance trait than Chinese. As a result of verifying the first research objective, confirming the relationship between network properties and WOM effectiveness, on Korean side, tie strength(Beta=.116; t=1.785) and centrality (Beta=.499; t=6.776) significantly influenced on WOM intention, and similar finding was obtained for Chinese side, with tie strength (Beta=.246; t=3.544) and centrality (Beta=.247; t=3.538) being significant. However, with regard to WOM argument quality, Korean data yielded only centrality (Beta=.82; t=7.600) having a significant impact on WOM, whereas China showed both tie strength(Beat=.142; t=2.052) and centrality(Beta=.348; t=5.031) being influential. To answer for the second research objective addressing the moderating role of cultural orientation, moderated regression anaylsis was performed and the result showed that uncertainty avoidance moderated between network range and WOM intention for both Korea and China, But for Korea, the uncertainty avoidance moderated between tie strength and WOM quality, while for China it moderated between network range and WOM intention. And innovativeness moderated between tie strength and WOM intention for Korea but it moderated between network range and WOM intention for China. As a result of analysing for third research objective, we found that for Korea, innovativeness positively influenced centrality only (Beta=.546; t=10.808), while for China it influenced both tie strength (Beta=.203; t=2.998) and centrality(Beta=.518; t=8.782). But for both countries alike, the innovativeness influenced positively on WOM (WOM intention and WOM quality). V. Implications: The study yields the two practical implications. Firstly, the result suggests that companies targeting multinational customers need to identify segments which are susceptible to the positive WOM and WOM information based on individual traits such as uncertainty avoidance and individualism and based on that, develop marketing communication strategy. Secondly, the companies need to divide the market on Roger's five innovation stages and based on this information, enforce marketing strategy which utilizes social networking tools such as public media and WOM. For instance, innovator and early adopters, if provided with new product information, will be able to capitalize upon the network advantages and thus add informational value to network operations using SNS or corporate blog.

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Assessing the Damage: An Exploratory Examination of Electronic Word of Mouth (손해평고(损害评估): 대전자구비행소적탐색성고찰(对电子口碑行销的探索性考察))

  • Funches, Venessa Martin;Foxx, William;Park, Eun-Joo;Kim, Eun-Young
    • Journal of Global Scholars of Marketing Science
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    • v.20 no.2
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    • pp.188-198
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    • 2010
  • This study attempts to examine the influence that negative WOM (NWOM) has in an online context. It specifically focuses on the impact of the service failure description and the perceived intention of the communication provider on consumer evaluations of firm competence, attitude toward the firm, positive word of mouth and behavioral intentions. Studies of communication persuasiveness focus on "who says what; to whom; in which channel; with what effect (Chiu 2007)." In this research study, we examine electronic web posting, particularly focusing on two aspects of "what": the level of service failure communicated and perceived intention of the individual posting. It stands to reason electronic NWOM that appears to be trying to damage a product’s or firm's reputation will be viewed as more biased and will thus be considered as less credible. According to attribution theory, people search for the causes of events especially those that are negative and unexpected (Weiner 2006). Hennig-Thurau and Walsh (2003) state "since the reader has only limited knowledge and trust of the author of an online articulation the quality of the contribution could be expected to serve as a potent moderator of the articulation-behavior relationship. We therefore posit the following hypotheses: H1. Subjects exposed to electronic NWOM describing a high level of service failure will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM describing a low level of service failure. H2. Subjects exposed to electronic NWOM with a warning intent will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM with a vengeful intent. H3. Level of service failure in electronic NWOM will interact with the perceived intention of the electronic NWOM, such that there will be a decrease in mean response on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention from electronic NWOM with a warning intent to a vengeful intent. The main study involved a2 (service failure severity) x2 (NWOM with warning versus vengeful intent) factorial experiment. Stimuli were presented to subjects online using a mock online web posting. The scenario described a service failure associated with non-acceptance of a gift card in a brick-and-mortar retail establishment. A national sample was recruited through an online research firm. A total of 113 subjects participated in the study. A total of 104 surveys were analyzed. The scenario was perceived to be realistic with 92.3% giving the scenario a greater than average response. Manipulations were satisfactory. Measures were pre-tested and validated. Items were analyzed and found reliable and valid. MANOVA results found the multivariate interaction was not significant, allowing our interpretation to proceed to the main effects. Significant main effects were found for post intent and service failure severity. The post intent main effect was attributable to attitude toward the firm, positive word of mouth and behavioral intention. The service failure severity main effect was attributable to all four dependent variables: firm competence, attitude toward the firm, positive word of mouth and behavioral intention. Specifically, firm competence for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Attitude toward the firm for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Positive word of mouth for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Behavioral intention for electronic NWOM describing high severity of service failure was lower for electronic NWOM describing low severity of service failure. Therefore, H1a, H1b, H1c and H1d were all supported. In addition, attitude toward the firm for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Positive word of mouth for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Behavioral intention for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Thus, H2b, H2c and H2d were supported. However, H2a was not supported though results were in the hypothesized direction. Otherwise, there was no significant multivariate service failure severity by post intent interaction, nor was there a significant univariate service failure severity by post intent interaction for any of the three hypothesized variables. Thus, H3 was not supported for any of the four hypothesized variables. This study has research and managerial implications. The findings of this study support prior research that service failure severity impacts consumer perceptions, attitude, positive word of mouth and behavioral intentions (Weun et al. 2004). Of further relevance, this response is evidenced in the online context, suggesting the need for firms to engage in serious focused service recovery efforts. With respect to perceived intention of electronic NWOM, the findings support prior research suggesting reader's attributions of the intentions of a source influence the strength of its impact on perceptions, attitude, positive word of mouth and behavioral intentions. The implication for managers suggests while consumers do find online communications to be credible and influential, not all communications are weighted the same. A benefit of electronic WOM, even when it may be potentially damaging, is it can be monitored for potential problems and additionally offers the possibility of redress.