Journal of Families and Better Life (가정과삶의질연구)

Korean Home Management Association (가정과삶의질학회)
권호 표지
DOI QR코드

DOI QR Code

Factors Affecting Mother's Satisfaction, Word-of-mouth, and Repurchase Intention for the Complete Collection and Monography Picture Books

유아용 단행본과 전집 그림책에 대한 어머니의 만족도, 구전의도 및 재구매의도에 영향을 미치는 요인

  • Choi, Naya (Department of Child & Family Studies, The Catholic University of Korea) ;
  • Kim, Se Young (Department of Social Welfare, Shingyeong University)
  • Received : 2016.03.15
  • Accepted : 2016.06.13
  • Published : 2016.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

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.

Keywords

References

  1. Ahn, K., Lim, B., & Jung, S. (2008). The study of the effect of shopping value on customer satisfaction, and actual purchase behavior. Asia Marketing Journal, 10(2), 99-123.
  2. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from sweden. Journal of Marketing, 58(3), 53-66. https://doi.org/10.2307/1252310
  3. Anderson, J., Anderson, A., Shapiro, J., & Lynch, J. (2001). Fathers' and mothers' book selection preferences for their four year old children abstract. Reading Horizons, 41(4), 189-210.
  4. Babin, B. J., Griffin, M., & Babin, L. (1994). The effect of motivation to process on consumers' satisfaction reaction. Advances in Consumer Research, 21, 406-411.
  5. Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177. https://doi.org/10.1177/109467050032005
  6. Carlson, J. P., Vincent, L. H., Hardesty, D. M., & Bearden, W. O. (2009). Objective and subjective knowledge relationships: A quantitative analysis of consumer research findings. Journal of Consumer Research, 35(5), 864-876. https://doi.org/10.1086/593688
  7. Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345-354. https://doi.org/10.1509/jmkr.43.3.345
  8. Cho, E. S, Oh, J. O., & Yun, H. M. (2008). A study of the current practice of publishing various "Complete works series for infants and young children" as related to consumption behaviors. Journal of Early Childhood Education, 28(1), 211-235. https://doi.org/10.18023/kjece.2008.28.1.010
  9. Cho, J. Y. (1996). Please Read a Picturebook. Seoul, Korea: Woongjin Corp.
  10. Cho, K. H., & Park, B. G. (1998). An empirical study of the effects of the switching barrier and customer satisfaction on store loyalty. Business Administration, 28(1), 127-149.
  11. Cho, S. B. (1996). Effects of service quality and consumer satisfaction to purchase intention. Korean Journal of Hospitality & Tourism, 4(2), 55-81.
  12. Choi, B. J., Song, M. R., & Chu, W. J. (2002). The effects of use of infomediary and brand on on-line consumer's purchase intention. Journal of Consumer Studies, 13(2), 187-206.
  13. Choi, G. B., & Kim, J. M. (2006). The effects of the characters of Internet shopping malls on reliability and repurchase intentions. Journal of Industrial Studies, 21, 63-90.
  14. Choi, N. (2011). A case study on the dual readership represented in the use of picture books by families of 5-year-olds. Journal of Korean Home Management Association, 29(3), 99-118.
  15. Choi, N., & Kim, S. Y. (2013). Mother's preferences for picture books and related variables: Comparison between complete collection and monography. Journal of Korean Council for Children & Rights, 17(4), 515-539.
  16. Chyung, B. H. (2000). Historical consideration on publication of children's complete works since liberation: Focus on publication-planning of children's complete works. Unpublished master's thesis. Dongguk University, Seoul, Korea.
  17. Cornett, C. E. (1998). The art as meaning makers. NJ: Prentice Hall.
  18. Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.2307/1252296
  19. Engel, J. F., Blakwell, R. E., & Miniard, P. W. (2007). Consumer Behavior (4th ed.). Hinsdale: The Dreden Press.
  20. Fishbein, M., & Ajzen, I. (1980). Understanding attitudes and predicting social behavior. NJ: Prentice Hall.
  21. Flynn, L. R., & Goldsmith, R. E. (1999). A short, reliable measure of subjective knowledge. Journal of Business Research, 46(1), 57-66. https://doi.org/10.1016/S0148-2963(98)00057-5
  22. Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The american customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(4), 7-18. https://doi.org/10.2307/1251898
  23. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). NJ: Pearson Prentice Hall.
  24. Han, J. R. (2005). The effects of the credibility in book reviews on the repurchase intention. Korean Association for Advertising and Public Relations, Sourcebook of the society for the autumn, 133-152.
  25. Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60-75. https://doi.org/10.1177/109467050141006
  26. Hong, S. H. (2000). The criteria for selecting appropriate fit indices in structural equation modeling and their rationales. The Korean Journal of Clinical Psychology, 19(1), 161-177.
  27. Hyun, E. J. (2011). Checklist for parents' picturebook reading. Korea Times, 2011, 4, 1. Retrieved from http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=102&oid=038&aid=0002139563.
  28. Johnson, M. D., & Fornell, C. (1991). A framework for comparing customer satisfaction across individuals and product categories, Journal of Economic Psychology, 12(2), 267-286. https://doi.org/10.1016/0167-4870(91)90016-M
  29. Jun, S. Y., Huh, J. H., & Kim, H. D. (2004). The effects of the type of scarcity message on consumer purchase intention. Korea Marketing Association, 19(2), 71-89.
  30. Jung, H. W., & Kang, H. Y. (2006). A study on motivations and determinants of college students' online bookstore utilization. Journal of Korea Library and Information Science Society, 37(3), 59-73.
  31. Kang, M. H., & Cho, K. M. (2010). The effectiveness analysis of a product involvement between decision factors of golf club and product satisfaction. The Korea Journal of Sports Science, 19(2), 809-820.
  32. Kanwar, R., Grund, L., & Olson, J. C. (1990). When do the measures of knowledge measure what we think they are measuring? Advances in Consumer Research, 17, 603-608.
  33. Kim, B. H. (2009). The study for relation between brand equity and customer's purchase behaviors: Around complete works of infant's book. Unpublished master's thesis. Konkuk University, Seoul, Korea.
  34. Kim, C. E. (2004). Consumer behaviors. Seoul, Korea: Hyungseul Publishing Network.
  35. Kim, C. T. (1995). Perceptions of editors for children's books. Unpublished master's thesis. Chungang University, Seoul, Korea.
  36. Kim, G. Y. (1999). A study on consumer behavior of children books in Korea. Unpublished master's thesis. Konkuk University, Seoul, Korea.
  37. Kim, H. J. (2014). A study on the effect of followers' information quality and information trust on consumers' viewing intention and world-of-mouth intention for movie official SNS. Journal of Practical Research in Advertising and Public Relations, 7(4), 43-59. https://doi.org/10.21331/jprapr.2014.7.4.002
  38. Kim, J., Park, S. C., & Lee, W. J. (2005). The moderating effect of product involvement on the online consumer's purchasing behavior. Korean Management Science Review, 22(2), 51-76.
  39. Kim, K. W. (2003). A study on relationship of consumer's subjective knowledge and related variables. Korean Journal of Consumer and Advertising Psychology, 4(2), 41-72.
  40. Kim, K. W., & Kim, C. S. (2000). Development of consumer's subjective knowledge scale. Korean Journal of Consumer and Advertising Psychology, 1(2), 89-119.
  41. Kim, S. H., Park, G. Y., & Park, H. J. (2007). Factors influencing buyers' choice of online vs. offline channel at information search and purchase stages. Journal of Channel & Retailing, 12(3), 69-90.
  42. Kim, S. J. (2013). The effects of educational context variables in TIMSS 2011 Math.Science achievement( DRM 2013-07). Seoul, Korea: Korea Institute for Curriculum and Evaluation.
  43. Kim, S. R., & Yuk, G. L. (2007). Joint picture book interaction in mother-child dyads and children's linguistic expression. Korea Journal of Child Care and Education, 50(9), 73-94.
  44. Kline, R. B. (2011). Principles and practice of structural equation modeling(3rd ed.). NY: Guilford Press.
  45. Kragler, S. (2000). Choosing books for reading: An analysis of three types of readers. Journal of Research in Childhood Education, 14(2), 133-141. https://doi.org/10.1080/02568540009594758
  46. Ku, G. B., & Kwon, K. H. (2006). The effects of repurchase intention on purchase decision factors in internet shopping mall. Korea International Accounting Review, 15, 115-133.
  47. Kwak, B. S., & Yoon, K. H. (2008). A study on brand and purchasing intension of children by advertisement model attributes. Journal of Business Education, 13, 1-24.
  48. Kwon, M. E., & Shin, H. K. (2008). A comparison on the selection criteria of picture book by the parents of young children with and without disabilities. Journal of Intellectual Disabilities, 10(2), 123-143.
  49. Lee, B. K., & Yun, T. W. (2009). An exploratory study on the causal relationships among subjective knowledge, objective knowledge and product experience using structural equation modeling: Moderating role of product type. Korean Journal of Consumer and Advertising Psychology, 10(2), 357-378. https://doi.org/10.21074/kjlcap.2009.10.2.357
  50. Lee, J. H., & Kim, H. S. (2013). Investigation of fast food restaurant consumers' involvement, service satisfaction, and brand preference. Journal of Tourism Science, 37(8), 171-188.
  51. Lee, Y. S., & Shin, Y. L. (2005). A study on the book purchases and information sources of the mothers with young children. Journal of Human Science, 2(1), 141-161.
  52. Lim. Y. S. (1998). The roles and variables of family decision for the purchase of children's books. Unpublished master's thesis. Sogang University, Seoul, Korea.
  53. Mangleburg, T. F. (1990). Children's influence in purchase decisions: A review and critique. In M. E. Goldberg, G. Gorn, and R. W. P.ollay, (Eds.), Advances in Consumer Research, 17, 813-825, Provo, UT: Association for Consumer Research.
  54. Meeds, R. (1997). The effects of technical language, sentence-level context, and consumer knowledge on reader's processing of print advertising for technical products. Unpublished doctoral dissertation. University of Missouri-Columbia, MO.
  55. Moon, S. B. (2009). Basic concepts and applications of structural equation modeling. Seoul, Korea: Hakjisa Corp.
  56. Mowen, J. C. (1995). Consumer behavior(4th ed.). NJ: Prentice-Hall.
  57. Ohlhausen, M., & Jepsen, M. (1992). Lessons from goldilocks: "Somebody's been choosing my books but I can make my own choices now!" The New Advocates, 5(1), 31-46.
  58. Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction responses. Journal of Consumer Research, 20, 237-244.
  59. Palmer, B. M., Codling, R. M., & Gambell, L. B. (1994). In their own words: What elementary students have to say about motivation to read. The Reading Teacher, 48(2), 176-178.
  60. Park, C. S. (1997). Study on purchasing children's picture books. Unpublished master's thesis. Kyunghee University, Seoul, Korea.
  61. Raju, P. S., Lonial, S. C., & Marigold, W. G. (1995). Differential effects of subjective knowledge, objective knowledge, and usage experience on decision making: An exploratory investigation. Journal of Consumer Psychology, 4(2), 153-180. https://doi.org/10.1207/s15327663jcp0402_04
  62. Ro, J. H., & Kim, E. J. (2009). Mother's perceptions about book purchase and reading environment for child. The Journal of Child Education, 18(1), 79-95.
  63. Selnes, F., & Groonhaug, K. (1986). Subjective and objective measures of product knowledge contrasted. Advances in Consumer Research, 13(1), 67-71.
  64. Seo, D. G., & Joo, H. S. (2008). Impacts of LOHAS image and involvement to customer satisfaction and loyalty perceived by hotel restaurant customers. Journal of Tourism Management, 23(1), 399-420.
  65. Sim, M. Y. (2002). An analysis of in-home shoppers' determination variables and consumer satisfaction: Focused on cable TV. Journal of Consumer Studies, 13(4), 169-199.
  66. Spreng, R. A., MacKenzie, S. B., & Olshavsky, R. W. (1996). A reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60(3), 15-32. https://doi.org/10.2307/1251839
  67. Venkatraman, M. P. (1990). Opinion leadership, enduring involvement and characteristics of opinion leaders: A moderating or mediating relationship. Advances in Consumer Research, 17(1), 60-67.
  68. Westbrook, R. A., & Reilly, M. D. (1983). Value-percept disparity: An alternative to the disconfirmation of expectations theory of consumer satisfaction. Advances in Consumer Research, 10(1), 256-261.
  69. Y. Rhee. (2014). Sportswear customers' level of involvement, satisfaction with functionality, and repurchase intentions: A review of sports participation motives. The Research Journal of the Costume Culture, 22(3), 468-480. https://doi.org/10.7741/rjcc.2014.22.3.468
  70. Yang, Y., & Cho, M. J. (2000). Effect of word-of-mouth communication on consumer's attitude change. The Korean Journal of Advertising, 11(3), 7-34.
  71. Yi, Y. J. (2000). A theoretical examination of customer satisfaction research: Findings and outlook. Journal of Consumer Studies, 11(2), 139-166.
  72. Yi, Y. J., & La, S. A. (2006). Transition Process of the Assessment System of the Service Quality of Korean Enterprises. Seoul, Korea: SNU Press.
  73. Yu, J. G. (2005). A study on a changing trend of Korean children's complete works after the IMF: Focussed on analysing the trend of Korean children's complete works for 6 years (1999-2004). Unpublished master's thesis. Dongguk University, Seoul, Korea.
  74. Yu, J. P. (2012). Concepts and comprehension of structural equation modeling. Seoul, Korea: Hannarae Publishing Co.
  75. Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-351. https://doi.org/10.1086/208520
  76. Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70.