• Culinary science and hospitality research
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• v.22 no.4
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• pp.302-318
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• 2016

The purpose of this study was to verify the effects of benefit sought of food products on SNS-WOM information characteristics, purchase intention, and SNS-WOM with regards to food products. In addition, the mediating role of SNS-WOM information characteristics was also examined. A survey was conducted from March 10th to 30th using an SNS based convenience sampling method. A total of 350 responses were collected, of which 326 were used for analysis, after excluding responses containing missing data. Multiple regression and hierarchical regression analyses were conducted to verify the hypotheses. The results from this study are as follows. First, it was found that diversity and utilitarian benefits of food products had a greater effect on consensus of SNS than the symbolic and experimental benefits. However, symbolic and experimental benefits of food products had a greater effect on neutrality of SNS than the diversity and utilitarian benefits. Second, only consensus of SNS-WOM information characteristics significantly impacted purchase intention of food products. Third, consensus of SNS-WOM information characteristics had a greater effect on SNS-WOM intention of food products than the neutrality of SNS-WOM information characteristics. Fourth, SNS-WOM information characteristics were found to mediate the relationship between benefit sought and purchase intention of food products. Fifth, SNS-WOM information characteristics were found to mediate the relationship between benefit sought and SNS-WOM intention of food products.

• Journal of Digital Convergence
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• v.16 no.8
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• pp.269-278
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• 2018

This study analyzed the outcome of 120 persons who used mobile game in order to investigate the influence that heuristic type which affects users' selection has on word of mouth, the influence that word of mouth has on users' behavioral intention and whether word of mouth will play the role of mediation between heuristic type and behavioral intention or not. First, heuristic(representatives, adjustment) type is found to have positive(+) influence on word of mouth (favorableness, reliance, persuasiveness). Second, while reliance word of mouth is found to have significant influence on behavioral intention, favorableness, persuasiveness and word of mouth is not found to have significant influence on behavioral intention. Third, heuristic (representative, adjustment) type is found to have significant influence on behavioral intention. Fourth, only reliance, word of mouth is found to play the role of mediation in the role of heuristic type and behavioral intention. The outcome of this study will help to understand users' behavioral intention selecting game in mobile game market.

• Management & Information Systems Review
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• v.34 no.1
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• pp.81-101
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• 2015

This study considered eWOM communication not as persuasion process but as diffusion process and identified factors affecting eWOM spread. eWOM diffusion process can be divided into initial transmitting process and retransmission process. The current study analyzed the effects of informational traits(level of agreement, vividness, neutrality) of eWOM on the intention to retranmit eWOM and moderating effect of eWOM involvement. Research sample was gathered from young people because they are familiar with online communication process. Statistical analysis showed informational traits of eWOM all had a significant effects on the credibility of eWOM, credibility of eWOM influenced on the intention to retransmit eWOM significantly, and eWOM involvement moderated the relation between information traits of eWOM and the intention to retransmit eWOM. And then academic and managerial implication was discussed based on these findings.

• Culinary science and hospitality research
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• v.22 no.5
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• pp.106-116
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• 2016

This study on the lifestyle of senior citizens measured how slection criteria affects franchise restaurant selection. Word of mouth was determined not to have a negative effect between senior citizen lifestyle and franchise restaurant selection. First, the lifestyle of senior citizens were categorized into 4 sub-variables-extroverted, open, progressive, and future-oriented -. It identified information about the properties of the choice variables franchise restaurants positively influence on the all relationships .Second, the mediating effect of word of mouth was verified form the realtionships.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.11
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• pp.109-124
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• 2020

The present study identified the determinants of the behavioral intention to purchase an air purifier. This work further examined the moderating effect of interactivity readiness on the relation between the purchase intention and the word-of-mouth (WOM) intention. Our conceptual model included a second-order construct of SNS WOM richness, consisting of three first-order constucts of SNS WOM relevancy, timeliness and sufficiency. Furthermore, SNS WOM usefulness and credibility were incorporated into the model to predict the purchase intention. A total of 312 respondents participated in the survey study. A series of scale refinement processes were performed and a structural equation model analysis was conducted to verify our research hypotheses. The results indicated that SNS WOM richness was found to be significantly predictive of both SNS WOM usefulness and credibility, which in turn, had significant impacts on purchase intention. In addition, results revealed that purchase intention had a significant and positive influence on WOM intention. However, results failed to verify the moderating effect of interactivity readiness on the influence of behavioral intention on WOM intention.

• Industry Promotion Research
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• v.7 no.3
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• pp.9-16
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• 2022

In the midst of increasing interest in the environmental responsibility of companies, this study investigates how eco-friendly activities affect the creation of management performance. To this end, the effect of companies' green marketing on consumers' word-of-mouth intention, the mediating effect of brand reliability, and the moderating effect of consumers' pro-environmental behavior were verified. The results of the collected data analysis are as follows. First, companies' green marketing has a positive (+) effect on consumers' word-of-mouth intention. Second, brand reliability takes a positive (+) mediating role in the relationship between companies' green marketing and consumers' word-of-mouth intention. Third, consumers' pro-environment behavior has a moderating role between Brand Reliability and their word-of-mouth intention. Therefore, companies' eco-friendly strategies and their implementation will help enhance both brand reliability and consumers' word-of-mouth intention. By revealing the effect of companies' eco-friendly strategies and their implementation on brand reliability and consumers' word-of-mouth intention it is meaningful to analyze the relationship between green marketing and the possibility of consumers' spontaneous word-of-mouth intention. The results suggest to companies that it is necessary to establish an eco-friendly marketing strategy for sustainable growth.

• 한국벤처창업학회:학술대회논문집
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• 2023.11a
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• pp.173-178
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• 2023

스타트업이 초기 시장진출의 진입장벽을 극복하고, 신제품의 시장 진출 이후에 경쟁력을 잃어 실패하고 마는 데스밸리(DeathValley)를 극복해내기 위해서는 시장 진입 및 시장에서의 지속가능한 성장을 위한 다양한 마케팅 역량이 중요하다고 할 수 있으며, 스타트업이 실패하는 주된 원인에 대한 조사 결과 시장이 원하지 않는 제품을 개발하는 것이 주된 이유로 조사됨에 따라 고객의 요구에 부합하도록 상품을 만다는 것에 대한 중요성이 더욱 대두되고 있다. 다만 상대적으로 대기업이나 중소기업에 비해 자본력과 지속성에 약점을 갖고 있는 스타트업에 있어서는 마케팅에 어려움을 겪고 있고 있다. 본 연구는 이러한 문제를 해결하기 위해 스타트업 제품선택속성이 제품 선호도에 어떠한 영향을 주고 구매의도 및 구전의도까지 연결이 되는지를 확인하여 스타트업이 제품 개발 시 소비자의 수요에 부합한 제품을 개발하고, 효과적인 마케팅 전략을 도출할 수 있도록 기초자료를 제시하는데 목적을 두었다. 본 연구의 주요 내용은 첫째, 선행연구를 통해 제품 구입 시 영향을 미치는 선택 속성을 가격, 디자인, 편의성, 기능으로 구성하여 각각의 제품 선택 속성이 제품 선호도에 미치는 영향에 대한 연구를 진행했으며, 둘째, 선호도가 구매의도에 미치는 영향과 선호도가 구전의도에 미치는 영향에 대한 연구를 진행했다. 본 연구결과를 통해 제품 선택 속성과 제품 선호도, 구매의도 및 구매의도 간의 연관성을 파악할 수 있으며, 이에 따라 제품 선호도, 구매의도 및 구전의도에 영향을 미치는 제품 선택 속성에 대한 중요성을 제시할 수 있다. 아울러, 본 연구결과는 스타트업이 소비자의 구매행동을 이해 및 예측한 제품을 개발하고 이를 반영한 마케팅 전략을 수립함에 있어 적용할 수 있는 기초자료를 제공하고, 이를 통해 문제 해결 실행 대안을 제시하는 것에 그 의미가 있다.

• 한국벤처창업학회:학술대회논문집
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• 2017.04a
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• pp.46-46
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• 2017

최근 경기 침체에 불구하고 피부관리에 아낌없이 투자하는 소비자들이 늘어나면서 가정용 안면피부미용기기 (뷰티디바이스) 열기가 거세다. 시간과 장소에 제약이 없이 가성비가 뛰어난 가정용 안면피부미용기기 시장은 지난해 약 1000억으로 전년 대비 약 25%의 성장을 보이고 있으며 당분간 이 열기는 지속될 것이다. 본 연구는 이런 가정용 안면피부미용기기 시장이 이제 막 주목받고 있는 분야임에도 불구하고 연구된 바가 거의 없다. 라서 본 연구는 기업의 중요한 마케팅수단인 SNS의 구전 정보의 특성이 가정용 안면피부미용기기 (뷰티디바이스) 구매의도에 어떠한 영향을 미치는가를 분석하고 구매의도에 중요한 역할하는 소비자의 태도가 어떤 매개역할을 하지는 분석하여 성장해가고 있는 가정용 안면피부미용기기(뷰티디바이스) 창업기업의 마케팅 전략에 기여할 것으로 판단된다. 연구모형에 있어서 SNS의 구전정보의 특성으로는 구전정보의 방향성, 구전정보의 수량, 구전정보의 내용 품질, 구전정보의 유형 들로 독립변수를 설정하였고, 종속변수인 구매의도사이에 매개변수로서 소비자태도를 선정하였다. 서울지역 여성 소비자들 중에서 가정용 안면 피부 미용기기를 사용해 본 경험이 있는 조건부 불특정 다수를 대상으로 150개의 표본을 추출하였다. 분석 방법은 확인적 요인분석과 크론바하 알파 계수로 변수의 타당성, 신뢰성 분석을 하고 경로분석을 통하여 변수간 가설 검정을 분석중에 있다.

• Journal of Digital Convergence
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• v.13 no.5
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• pp.69-78
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• 2015

In this study, Word-of-mouth Intention of the factors Influence the Connectivity, Convenience and Application also was Investigated. Connectivity, Convenience on the Influence of the Mediation Effect was Carried out to Examine. The test results used in this Study Established Connectivity, Convenience of Application and Word-of-mouth to the Positive Effect was Found. Also Verifying the results of the Mediating Effect of Application and Application the Mediation Effect was Verification. These Factors Result in the Application and also in Calendar, Useful Application, Video, Music, Game of Word-of-mouth Intention Influence. For this Study, the use of Smartphones is a lot of College Students Surveyed and the Findings were Derived. This result provides an application development strategy implications that can satisty the user's Smartphone Convergent times.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.545-559
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• 2016

Recently consumers to access various Word-Of-Mouth information on online. And eWOM (eWOM : electronic Word-Of-Mouth) information had an important effect on consumer attitude(purchase intention). The purpose of this study is to investigate what the general characteristics of eWOM and the effects of how these factors will affect credibility, eWOM acceptance and purchase intention. In this study, the model contains information characteristics variables(consensus, newness), community characteristics(tie strength, interaction) on eWOM characteristics. This study makes contributions as follows. First, information consensus had not effect on credibility. Second, information newness and community characteristics(tie strength, interaction) had a significant on credibility. Third, credibility is the important factor on eWOM acceptance. Lastly, eWOM acceptance had a considerable influence on purchase intentions.