• The Journal of the Korea Contents Association
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• v.15 no.8
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• pp.53-68
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• 2015

This study analyzed online word-of-mouth information using content analysis to help practical categorization of two-sided eWOM. A total of 402 online consumer reviews on search goods and experience goods were collected. Descriptive characteristics(information direction, length of review line) and content structural characteristics(product benefit types, information presentation methods) were used as analysis criteria. The study results are as follows. First, the types of two-sided e-WOM direction were made of positive/negative, negative/positive, positive/negative/ positive, and negative/positive/negative. Second, the length of two-sided eWOM was longer than the length of one-sided eWOM and blended type accounted for the highest proportion both one-sided and two-sided eWOM at the aspect of product benefit. Third, holistic presentation method was overwhelmingly high in one-sided eWOM, whereas blended and analytic presentation methods were somewhat high in two-sided eWOM. Fourth, holistic presentation method was high in search goods, whereas blended and analytic presentation methods were high in experience goods. Based on these results, implications for two-sided e-WOM study and further research issues were discussed.

• Culinary science and hospitality research
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• v.21 no.3
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• pp.53-67
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• 2015

The purpose of this study is to analyze the relationship between characteristics of online word-of-mouth communication regarding medicinal cuisine on value, satisfaction, loyalty and popularization, as well the interrelationship among them, and ultimately to propose a relationship model. The survey design, empirical analysis, hypothesis examination and model application were found to be suitable. The research results are summarized below. First, regarding the characteristics of online word-of-mouth communication, professionalism and proper timing were found to have a positive influence on value and the satisfaction. Second, the value of medicinal cuisine was found to have a positive effect on satisfaction and popularization, but not on loyalty. Overall, stressing the professionalism and proper timing of online word-of-mouth communication increases the value and customer satisfaction of medicinal cuisine, which in turn increases its popularity. In particular, those interested in increasing the popularity of medicinal cuisine should not only be knowledgeable of it, but also post accurate information that details each dishes unique traits and how to properly manage ingredients and cooking methods.