• Title, Summary, Keyword: Internet Word-of-mouth

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The Effect of Online Word-of-mouth on Fashion Involvement and Internet Purchase Behavior (온라인 패션 구전에 따른 패션제품 관여와 인터넷 구매행동)

  • Song, So-Jin;Hwang, Jin-Sook
    • Journal of the Korean Society of Clothing and Textiles
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    • v.31 no.3
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    • pp.410-419
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    • 2007
  • The purposes of this study were to segment consumers by on-line word of month and to find the differences among the segmented groups in regard to fashion involvement, internet perceived risk, and internet purchase behavior. The subjects of this study were female consumers who were members of online cafe in Korea. The data were collected during October, 2004. The respondents returned the questionnaires through internet and 480 questionnaires were finally used in the data analysis. The statistical analyses used for the study were factor analysis, cluster analysis, t-test, and $X^2-test$. The results showed that word-of·mouth communication on internet(e-WOM) is composed of two factors, word-of-mouth transmission and word-of-mouth acceptance. These two factors were put under cluster analysis and were classified into two groups of the word-of·mouth communication: WOM group and non-WOM group. T-test showed that word-of-mouth communication groups were significantly different in regard to fashion involvement, internet perceived risk, and internet purchase behavior. For example, WOM group was more uncertain of their clothing choices, put more weight on the internal factors of clothing selection, and was a frequent purchaser of internet fashion products. Internet fashion business needs to implement the proper marketing strategies based on the results of the study.

The Effects of Risk Perception on e-WOM in Internet Shopping of Chinese Consumers in Their 20s (중국 20대 소비자들의 인터넷 쇼핑 위험지각이 구전(e-WOM)에 미치는 영향)

  • Xu, Chao;Park, Hye Sun
    • Journal of the Korean Society of Clothing and Textiles
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    • v.38 no.5
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    • pp.690-704
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    • 2014
  • This study examined the risk perception in internet shopping by Chinese and analyzed the effects of risk perception on internet word-of-mouth acceptance and transmission. This analysis was conducted with data collected from 373 Chinese individuals in their 20s. Data were analyzed with factorial analysis, cluster analysis, ANOVA, multiple regression analysis, Chi-square test, and Cronbach's ${\alpha}$ using SPSS 18.0. The results were: 1) The factor analysis of risk perception extracted four factors: fashion/social psychological risk, product risk, transaction risk, and economic risk. The cluster analysis classified them into: Group with low-risk, Group with high-risk, Group with economic risk, and Group with medium-risk. 2) Group with high-risk and Group with economic risk had a higher word-of-mouth acceptance than other groups. The Group with a high-risk had more word-of-mouth transmission than other groups. 3) It was found that when word-of-mouth was accepted, the factual information about fashion products (size and material) was most referred to, and that the overall evaluation of satisfaction and dissatisfaction was most conveyed when word-of-mouth was conveyed. 4) Internet word-of-mouth acceptance was affected by product risk, economic risk, and transaction risk. Internet word-of-mouth transmission was affected by economic risk, and fashion/social psychological risk, product risk, and transaction risk.

The Effects of Internet Shopping Malls Attributes on Purchase Satisfaction, Repurchase Intention and Word of Mouth Intention of Fashion Consumer (인터넷 쇼핑몰의 속성이 패션 소비자의 구매만족도, 재구매의도 및 구전의도에 미치는 영향)

  • Hong, Byung-Sook
    • Journal of the Korean Society of Clothing and Textiles
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    • v.35 no.4
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    • pp.476-487
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    • 2011
  • This study investigates the effects of internet shopping malls attributes on purchase satisfaction, repurchase intention, and word of mouth intention of fashion consumers. Data were collected from 400 consumers who purchased fashion products through internet shopping malls for the last 3 months. The survey was conducted from August $6^{th}$ 2010 to September $20^{th}$ 2010. A factor analysis identified 7 dimensions of internet shopping mall attributes: (1) interactivity, (2) website appearance, (3) sales promotion, (4) trust, (5) transaction capability, (6) fashion products variety, and (7) information offerings. The results show that all the dimensions of the internet shopping mall attributes affect purchase satisfaction, repurchase intention, and word of mouth intention. In addition, there were significant differences in the perceived attributes among three different types of internet shopping malls; comprehensive mall, fashion specialty malls, and online market-places (open-markets). While, there was no significant impact on the purchase satisfaction, repurchase intention, and word of mouth intention by the e-tailer types.

Understanding Internet Banking in China : Focused on Process Quality, Outcome Quality, Customer Satisfaction, Reuse and Word of Mouth

  • Kim, Kyoung-Hwan;Jin, Shi;Chang, Young-Il
    • Journal of Information Technology Applications and Management
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    • v.16 no.3
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    • pp.45-58
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    • 2009
  • This paper is an empirical study especially to understand recent Chinese internet banking users' behavior and intentions through the process quality, outcome quality, customer satisfaction, reuse and word of mouth on internet banking service. The results of this study are as follows. First, percieved process quality of internet banking service affects the outcome quality, and both quality have a direct relation to customer satisfaction. It is found that Chinese internet users perceive a difference between process quality and outcome quality of internet banking service. And the reuse of the internet banking is decided by customer satisfaction as well as the word of mouth of the internet banking. For successful internet banking business in China, internet marketers should recognize that the service quality consists of the process quality and the outcome quality, and they should organize a new campaign that takes this information into consideration. And considering the process quality effect, they should pay attention to service process as well as the direct merit of services.. And if an internet banking service properly meets customer demands, internet users would constantly use internet services and would share good experiences with their neighbors. Therefore the result of our study will be of working-level help for financial company in China.

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Effects of Word-of-Mouth and Assurance on Trust in the Internet Shopping Mall Environments: The Moderation Effect of Ease of Product Evaluation (인터넷 쇼핑몰에서 구전과 보증이 신뢰에 미치는 영향 : 제품평가 용이성의 조절효과를 중심으로)

  • Lee, Kyu-Ha;Kwahk, Kee-Young
    • Knowledge Management Research
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    • v.15 no.3
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    • pp.141-168
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    • 2014
  • Purchasing through Internet shopping mall has more uncertainty compared with offline shopping mall. Previous studies have presented that trust plays a role of reducing uncertainty and increasing purchasing intention. In this study, we suggest that third-party assurance and word-of-mouth contribute to the formation of trust. In addition, we also propose that ease of product evaluation plays moderating roles in the relationships between third-party assurance, word-of-mouth and trust. For this study, we collected sample data from two groups consisting of online shoppers purchasing the search goods and experience goods categorized by type of ease of product evaluation. Empirical results show that word-of-mouth and third-party assurance have different effects on trust in two groups. The third-party assurance has a stronger impact on trust in online shopping group of the search goods than in the experience goods, while word-of-mouth in the online community has a stronger impact on trust in online shopping group of the experience goods than in the search goods. We expect that this result will provide researchers and managers who are interested in trust formation factors in online shopping mall with useful theoretical and practical implications.

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The Effects of Service Quality of Internet Shopping Malls on Consumer Satisfaction and Word of Mouth Intention (인터넷 쇼핑몰의 서비스 품질이 소비자 만족과 구전의도에 미치는 영향)

  • Jun, Dae-Geun;Kang, Eun-Mi;Choi, Joo-Young
    • Fashion & Textile Research Journal
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    • v.10 no.6
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    • pp.890-899
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    • 2008
  • This study aimed to identify the effects of service quality of internet shopping malls on consumer satisfaction and word of mouth intention. The data were obtained from questionnaires completed by 345 people aged between 20 and 39 living in Busan. The SPSS package was used for data analysis whose methods included factor analysis, ANOVA, cluster analysis and regression analysis. The results of this study were as follows: First, the service quality factors were determined to be reliability, diversity, convenience, accuracy & communicability. Differences among the groups divided by service quality factors were found to be meaningful in consumer satisfaction and word of mouth intention. Second, reliability, diversity, convenience & accuracy significantly affected consumer satisfaction, however all the service quality factors significantly effected word of mouth intention. Finally, consumer satisfaction, reliability, diversity, accuracy & communicability had an significant effect on word of mouth intention. It would be helpful for the managers of internet shopping malls that consumers can be satisfied with right fashion products and efficient inter-communication based on trustfulness in the long-term relationship.

Segmentation of Chinese Fashion Product Consumers according to Internet Shopping Values and Their Online Word-of-Mouth and Purchase Behavior (인터넷 쇼핑가치에 따른 중국 패션제품 소비자 세분집단의 온라인 구전 및 구매행동)

  • Yin, Mei;Yu, Haekyung;Hwang, Seona
    • Fashion & Textile Research Journal
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    • v.18 no.3
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    • pp.317-326
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    • 2016
  • The main purposes of this study were to segment Chinese consumers who purchase fashion products through internet commerce according to internet shopping values, to compare their online word-of-mouth acceptance and dissemination behavior, and to examine the demographic characteristics and purchase behavior of the segments. 715 questionnaires were collected through internet survey from January $19^{th}$ to March $16^{th}$, 2015 and a total of 488 were used for the final data analysis. The respondents were twenty to thirty nine years old men and women living in all over China. Hedonic and utilitarian shopping values were identified through factor analysis and based on the shopping values, the respondents were categorized into four groups-ambivalent shopping value group, hedonic shopping value group, utilitarian shopping value group and indifferent group. Among these groups, there were significant differences in terms of online word-of-mouth acceptance as well as dissemination level and motivation. In overall, ambivalent shopping value group showed high online word-of-mouth acceptance as well as dissemination motivation. The groups also showed significant differences in clothing selection criteria, frequently purchased internet shopping sites, online clothing shopping frequency and information sources. The groups also differed in terms of age, residential area, education level, occupation and income. However, there were no significant differences in gender and marital status among the groups.

The Research Regarding the Effect of Consumers' Motives on Perceived Usefulness of Word-of-Mouth Marketing in Online Shopping Mall Contents (온라인쇼핑몰 콘텐츠에서 소비자 동인이 구전마케팅의 지각된 유용성에 미치는 영향에 관한 연구)

  • Chun Myung-Hwan
    • The Journal of the Korea Contents Association
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    • v.5 no.3
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    • pp.19-28
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    • 2005
  • It is true that internet provides consumers with an efficient way to search information with minimal effort and cost, which facilitates better decision making. Especially, previous studies revealed that the online word-of-mouth marketing is widely used as a source of consumers' information seeking and purchase decision making. Even with this importance of the online word-of-mouth communication on internet few researches have systematically addressed the issue. This study investigates the effect of consumers' motives on perceived usefulness of word-of-mouth marketing in online shopping mall contents. The results are as follows: First, choice uncertainty, perceived sacrifice, and social pressure play an important role for perceived usefulness of word-of-mouth marketing. Second, perceived usefulness has directly affected consumers' quality perception. Thus, it is essential for internet companies to find ways to encourage their customers to engage in word-of-mouth communication on their websites.

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Effect That Type Gets in Consumer Communication : Product Participation Level and Internet Word-of-mouth -Laying stress on purchase review of product and Internet shopping mall by FCB Model- (제품 관여수준과 인터넷 구전메시지 유형이 소비자 커뮤니케이션에 미치는 영향 -FCB 모델에 따른 제품과 인터넷 쇼핑몰의 구매 댓글을 중심으로-)

  • Chin, Hong-Kun;Lee, Eun-Joo
    • Management & Information Systems Review
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    • v.22
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    • pp.85-115
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    • 2007
  • Following is discovered in this study by some. First, attribute(product/non- product) of that truth that get through experiment of this study is WOM deduced result that have statistical meaning in dependent variable which is public trust only in this study. Specially, information by word of mouth type received High positive response more with non-product information by word of mouth attribute than the product attribute in all experiment products that is parted according to involvement. Consumer's response by involvement level of product can affect for site attitude, public trust, and intention to purchase by second. For example, consumer's site attitude has induced the most positive response, and can confirm positive response of High consumer most in that involvement sensitivity product in that participation reason type product and could confirm response that is the most positive in that involvement reason product even if there is for intention to purchase. Result of this study is grasped that have High mean value relatively in site attitude, product attitude, information by word of mouth effect, public trust, brand attitude, purchase intention etc. generally that product involvement and information by word of mouth attribute are interrelation by third. This can change fairly data processing process according to consumer's Involvement Level, behavior deterministic process, consumer's action with attitude formation process, and involvement for products. High occasion than is low incline more efforts in information retrieval and is discreet result such as study finding of produce.

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A Study on the Logistics Service Quality, Customer Satisfaction and Post-purchasing Behaviors in the Internet Shopping Mall (인터넷 쇼핑몰의 물류서비스 품질요인이 고객만족과 구매 후 행동에 미치는 영향에 관한 연구)

  • Yoon Jong-Hoon;Kim Kwang-Suk
    • The Journal of Information Systems
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    • v.15 no.1
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    • pp.21-48
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    • 2006
  • Recently the development of information technology and the emergence of electronic commerce have changed the model of purchase behavior in customers. This research aims to enhance the reliability of the result compared to the existing studies in internet shopping mall, and to find out the influence that logistics service quality elements has on customer satisfaction and that customers satisfaction has on the repurchase intention and word of mouth intention. To do so, prior researchs on the logistics service quality, customer satisfaction, repurchase intention and word of mouth intention was widely reviewed and the relationship between logistics service quality elements and customer satisfaction, and between customer satisfaction and repurchase intention and word of mouth intention were empirically tested. A total of 256 responses were received and analyzed from internet shopping mall. The analyses showed partial support for the affirmative effect of logistics service quality, customer satisfaction and post-purchasing behaviors in the internet shopping mall.

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