• Journal of the Korean Society of Clothing and Textiles
• /
• v.31 no.3 s.162
• /
• pp.410-419
• /
• 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.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.38 no.5
• /
• pp.690-704
• /
• 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.

• Journal of Korea Multimedia Society
• /
• v.25 no.2
• /
• pp.335-344
• /
• 2022

In recent years, Internet Word of Mouth (IWOM) as an important way for internet consumers to obtain product information, it has become a key factor influencing consumers purchase intention. However, does IWOM also affect consumers' willingness to buy in the E-commerce live broadcast environment? What online IWOM can make a difference? And how? This study establishes a theoretical model of the impact of IWOM on consumer purchase intention in Chinese E-commerce live broadcast. Questionnaire data were collected from 204 people through the internet, with the model and the hypotheses are tested by SPSS 21.0 software. The research results show that: Firstly, the influencing factors of IWOM in the E-commerce live broadcast are different from those in general E-commerce. Secondly, anchor traits, word of mouth quantity, and product involvement have a positive impact on consumers purchase intentions, but the strength of relationship, word of mouth quality and Word of mouth timeliness do not have significantly direct effect on consumers' purchase intentions. Finally, conclusion with theoretical references and practical suggestions for E-commerce live broadcast merchants that may enter the Chinese market.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.35 no.4
• /
• pp.476-487
• /
• 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.

• Journal of Information Technology Applications and Management
• /
• v.16 no.3
• /
• pp.45-58
• /
• 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.

• Knowledge Management Research
• /
• v.15 no.3
• /
• pp.141-168
• /
• 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.

• Fashion & Textile Research Journal
• /
• v.10 no.6
• /
• pp.890-899
• /
• 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.

• Fashion & Textile Research Journal
• /
• v.18 no.3
• /
• pp.317-326
• /
• 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.

• International Journal of Internet, Broadcasting and Communication
• /
• v.13 no.3
• /
• pp.137-147
• /
• 2021

We aimsto examine the determinants of visitors' positive word-of-mouth (WOM) in a web-based virtual reality contemporary art exhibition. We also examines the effects of 3 realms of experience (entertainment, esthetic, escapist) on emotional arousal, how this emotional arousal affects memory and positive word-of-mouth, how memory affects positive word-of-mouth and how age moderate all of the paths. We examined a total of 297 visitors and was conducted through an online survey focusing on Chinese users of ages 20-49. The analysis results showed that entertainment and esthetic have an effect on emotional arousal, but escapist did not. The results also showed emotional arousal has an effect on memory and positive WOM. Memory did not affect positive word-of-mouth. Finally, age has a moderate effect on all the paths, except for the path form escape towards emotional arousal and memory to positive word-of-mouth. The theoretical implications of this study are meaningful exhibition research. While, it also will be helpful to segment the web-based virtual reality art exhibition visitors by dividing into 3 groups (20s, 30s, 40s) and to provide marketing and operation strategies.

• Human Ecology Research
• /
• v.60 no.4
• /
• pp.645-665
• /
• 2022

This study aimed to understand the effect of the characteristics of the influencer of public officials and the characteristics of internet live broadcasting in China on the brand image of local agricultural products, purchase intention, and word-of-mouth intention. A survey was administered to Chinese consumers who had purchased local agricultural products after watching live broadcasts on the internet by influencers of government officials. A total of 317 questionnaires were collected and the data were analyzed using SPSS 26.0 and AMOS 28.0. The key results were as follows. First, regarding the characteristics of the influencer of public officials, reliability, attractiveness, and expertise had a positive effect on the brand image of local agricultural products. Second, among the characteristics of internet live broadcasting, interaction and information had a positive effect on the brand image of local agricultural products, but entertainment did not. Third, the brand image of local agricultural products had a positive effect on purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the reliability, attractiveness, and expertise characteristics of the influencer of public officials and purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the interaction and information characteristics of internet live broadcasting and purchase intention and word-of-mouth intention.