• 한국유통학회지:유통연구
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• 제4권1호
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• pp.51-69
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• 1999

This study investigates a theoretical background to find the effects of antecedents on postpurchase dissatisfaction behavior. To test hypotheses empirically, 209 questionnaires were collected from customers of Korean retailers in Pusan. The results can be summarized as follows. First, the perceived likelihood of successful complaint, the perceived value of complaint, attitude toward complaining has a direct influence on voice. However, controllability has no significant effect on voice. Second, the controllability has a direct effect on exit but perceived value of complaint has no significant effect. Third, no variables have direct effects on negative word-of-mouth. These findings may reflect the fact that negative word-of-mouth is different from voice and exit in terms of dimensions of postpurchase dissatisfaction behavior.

• 마케팅과학연구
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• 제20권2호
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• pp.188-198
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• 2010

此研究旨在考察负口碑(即NWOM)对在线行销的影响, 着重分析服务失败的描述以及通信服务商的意向是如何影响消费者对企业竞争力的评估, 对企业的态度, 以及积极的口碑行销和行为意向. 对通信说服力的研究着重于 "谁说了什么; 对谁;通过何渠道;有何影响(Chiu 2007)". 在此我们研究了电子网络发布, 尤其是 "什么" 的两个方面: 通信服务失败的等级以及个人发布的知觉意向. 电子负口碑看似正在毁掉产品或企业的声誉, 这也就不难理解为什么人们总对它带有偏见, 认为其不可靠. 根据归因理论, 人们总会寻求事件的原因, 尤其是那些消极的意外的事件(Weiner 2006). Hennig-Thurau和Walsh (2003)提出 "既然读者的知识和对在线信息的作者信任度都很有限, 可以把电子口碑当做是表达-行为关系的有效调节. 此据此我们提出以下假设: 假设1. 在衡量(a)企业竞争力, (b)人们对企业的态度, (c)积极的口碑, 以及(d)行为意向时, 面临高等级服务失败电子负口碑的对象得分低于面临低等级服务失败电子负口碑的对象. 假设2. 在衡量(a)企业竞争力, (b)人们对企业的态度, (c)积极的口碑, 以及(d)行为意向时, 面临警告意向电子负口碑的对象得分低于面临报复意向电子负口碑的对象假设3. 在电子负口碑中, 服务失败的等级和知觉意向互相影响, 因此在衡量(a)企业竞争力, (b)人们对企业的态度, (c)积极的口碑, 以及(d)行为意向时, 警告意向的电子负口碑的平均反应值大于报复意向的电子负口碑. 主要研究包括一个2 (服务失败的严重性) x 2(警告意向VS报复意向的负口碑)的析因实验. 将通过模拟的在线网络发布信息刺激在线对象. 这一方案描述的服务失败是在传统的零售机构不接受礼物卡, 通过一家在线的研究公司从全国抽样. 共有113个对象参与此研究, 共分析了104份调查问卷. 研究对象认为该方案很现实, 92.3%对此反应强烈. 方案的运作相当令人满意, 所有的措施都经预先的测试验证, 各个项目也经分析证实可靠并有效. 多变量方差分析结果显示多变量间无明显的互相影响, 因此我们只研究主要影响-后倾向和服务失败的严重性. 后倾向主要影响对企业的态度, 积极的口碑和行为意向. 服务失败的严重性主要影响4个因变量: 企业的竞争力, 对企业的态度, 积极的口碑和行为意向. 需特别指出的是, 当电子负口碑描述为严重的服务失败时, 企业的竞争力低于电子负口碑描述为较轻的服务失败时. 当电子负口碑描述为严重的服务失败时, 对企业的态度差于电子负口碑描述为较轻的服务失败时. 当电子负口碑描述为严重的服务失败时, 企业的口碑差于电子负口碑描述为较轻的服务失败时. 当电子负口碑描述为严重的服务失败时, 行为意向低于电子负口碑描述为较轻的服务失败时. 因此, 假设1中的abcd都得到了支持. 另外, 衡量对企业的态度时, 警告意向的电子负口碑得分低于报复意向的电子负口碑. 衡量企业的口碑时, 警告意向的电子负口碑得分低于报复意向的电子负口碑. 衡量行为意向时, 警告意向的电子负口碑得分低于报复意向的电子负口碑. 因此与假设2中的a项不符, 尽管结果指向的是假设方向. 除此之外, 在假设的三个变量中, 后倾向对服务失败的严重性无明显的多变量或单变量影响. 因此, 假设3被推翻. 此研究有研究和管理的双重蕴涵, 如之前的研究一样, 此研究结果证实了服务失败的严重性影响消费者知觉, 态度, 积极的口碑以及行为意向(Weun et al. 2004). 关于进一步的相关性, 在线内容证实了该反应, 这意味着企业需要努力进行服务补救. 至于电子负口碑的知觉意向, 如之前的研究一样, 此研究结果意味着读者对原始资料的意向影响其对知觉, 态度, 积极口碑和行为意向的作用大小. 对管理者的蕴涵在于, 当消费者发现在线交流可靠且有影响力时, 不是所有的交流都同等重要. 电子口碑的好处在于它可以监测潜在的问题并提供纠正的可能性, 即使有潜在的危害.

• 서비스연구
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• 제13권2호
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• pp.161-180
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• 2023

본 연구에서는 코로나19로 인한 비대면 소비 증가로 크게 성장한 온라인 음식 배달 서비스(Online food delivery service, OFDS)기업에서 제시하는 서비스 회복 방안에 대한 불공정 인식이 소비자의 실망감에 미치는 영향을 실증적으로 분석하였다. 본 연구는 공정성 이론(Justice theory)을 기반으로 하여, 공정성 인식의 하위요인으로 절차의 공정성, 상호작용의 공정성, 정보의 공정성, 분배의 공정성을 채택하였다. 더불어, 서비스 회복 실패에 따른 실망감으로 인한 부정적 구전행동 및 전환의도 간의 관계에서 세대별(MZ세대와 그 외 세대) 차이점을 살펴보았다. 본 연구모델의 실증분석을 위하여 미국 내 성인 소비자 250명을 대상으로 온라인 설문조사를 실시하였고, 분석 결과 서비스 회복 방안 중 절차의 공정성과 분배의 공정성에 대한 부정적 인식이 소비자 실망감에 정(+)의 영향을 미치는 것으로 나타났다. 또한, 서비스 회복 전략에 대한 불공정성 인식으로 인한 소비자의 실망감은 소비자의 부정적 구전행동과 전환 의도에 정(+)의 영향을 미치는 것으로 확인되었다. 본 연구는 서비스 회복 전략의 실패로 인한 소비자의 역기능적 행동(Dysfunctional behavior)을 검증함으로써 서비스 회복과정의 공정성 인식에 관한 새로운 관점을 제시하며 관련 연구의 범위를 확장하였다. 본 연구의 결과는 소비자의 이중 이탈을 방지하기 위한 온라인 음식 배달 서비스 기업의 실무 전략 수립의 기초자료로 활용될 것으로 기대된다.

• Journal of Information Technology Applications and Management
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• 제20권3호
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• pp.79-92
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• 2013

Word-of-mouths (WOMs) are now an important information source for purchase decision. Due to the advance in internet technology, people now can share online their consumption experience, both positive and negative, to others. The WOMs may diffuse to not only their friends but also enormous online users. When consumers dissatisfy the product or service, they may share the dissatisfactory experience to others as WOM, which may bring out discussions for the product or service. The discussions on the negative WOM may help to communicate the negative information to enormous others, which may damage the sale of the product or service. The diffusion and life cycle of negative WOM is an important issue for managers. However, few studies focus on it. Thus, the current study focuses on the discussion pattern and life cycle of negative WOMs by observing the 782 discussion articles in a large online community.

• The Journal of Asian Finance, Economics and Business
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• 제8권7호
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• pp.579-589
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• 2021

In the era of tough competition, the customer's emotional attachment to brand plays a vital role to the successes and failures of enterprises. Specifically in the case of doing business online, brands have to cope with the troubles of rising from brand hate as brand avoidance, negative word of mouth and brand retaliation. Traditionally, the brand communication is very hard to control and with online communities, the problems tend to be even more severe. This paper aims to explore and discuss the core concept, the driven factors and the actionable consequences of brand hate among netizens. A total of 358 valid responses were obtained from surveys taken from the internet users across the nation. Partial Least Square - Structural Equation Modeling (PLS-SEM) was conducted using Smart PLS to assess the hypotheses. The result shows that the expression of brand hate among netizen consists of active hate and passive hate. Deficit value, deceptive advertising, negative past experience and ideology incompatibility have been confirmed as influencing factors on customers' brand hate emotion. Then brand hate itself causes the customer's actionable outcomes such as brand avoidance, brand negative word of mouth and brand retaliation. Along with the theoretical contributions and managerial implications have been recommended for enterprises to avoid netizens' brand hate.

• International Journal of Human Ecology
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• 제7권1호
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• pp.25-36
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• 2006

The purpose of this study was to investigate and compare visiting intentions by positive and negative Word-of-Mouth (WOM) and/or information of beauty shop between female college students and adult women. Data were collected from 500 consumers (250 from female students and 250 adult women) and was analyzed by using frequencies, factor analysis, t-tests and multiple regression utilizing SPSS/PC+. The findings revealed positive experience factors to prudent service, time saving/consideration for customer's position, kindness/operating system in waiting time, added services, employees' attitudes, excellent beauty and response skill, rational price and recall system/remind for customer. The negative experiences were inconsistent service, operators' convenient service, irrational price/poor skill/non-recall, non-customer central service, inappropriate face-to-face management to customer. Also, the results showed that the positive WOM information such as prudent service, time saving/consideration for customer's position, excellent beauty and response skill and rational price had influence on the visiting intention in case of female college students. The negative WOM information like non-customer central service, had influence on the visiting intention in cases of adult women.

• 한국의류학회지
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• 제32권9호
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• pp.1427-1437
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• 2008

The purposes of this study were (1) to identify the effects of perceived justice on trust, commitment, repurchasing, and negative word-of-mouth intention in the Open Market by recovering the customer's dissatisfaction, and (2) to compare the effects of perceived justice between two consumer groups divided by the level of fashion involvement(High/Low). In this survey, the respondents were 369 consumers who experienced dissatisfaction in the Open Market in a year. The data were analyzed by confirmatory factor analysis, path analysis, and multiple group analysis using Amos 7.0 program. The results were as follows. It tested main effect of perceived justice on trust and commitment with dissatisfaction handling. 1) As expected, all of the perceived justice had the positive effects on trust. 2) However, only interactional justice positively influenced on commitment. 3) The customers' trust had the positive effect on the customers' commitment after the perception of justice. 4) The trust and commitment had the positive effects on repurchasing intention. 5) However, trust negatively influenced on negative word-of-mouth intention and commitment positively influenced on negative word-of-mouth intention. 6) The consumer groups classified by the level of fashion involvement showed significantly different effects of perceived justice on postcomplaint behavior.

• 한국산업정보학회논문지
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• 제26권5호
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• pp.79-94
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• 2021

소셜 미디어상의 부정적 구전에 대한 기업의 공급사슬 리스크의 중요성과 심각성에도 불구하고 관련된 연구는 미흡한 실정이다. 이에 본 연구는 제품의 부정적 구전이 소셜 미디어를 통해 어떻게 유통되는지, 부정적 구전의 유통과 확산에 영향을 주는 주체의 특징은 무엇인지를 사회적 교환이론에 기초하여 분석하였다. 이를 위해 트위터를 이용해 미국도로교통안전국(NHTSA)에서 4개 자동차 기업의 자동차 리콜 정보를 수집하였다. 최초 트위터(Seed tweet)를 바탕으로 부정적 구전의 유통과 확산을 살펴보기 위한 RT(Re-tweet) 네트워크를 구조를 분석하여 부정적 구전 네트워크의 특징을 파악하고, 초기 유포자의 특성이 부정적 구전 확산에 미치는 영향을 분석하였다. 그 결과 부정적 구전은 다수 이용자와 연결된 허브 이용자를 중심으로 확산하는 스몰월드 네트워크 구조임을 확인하였으며, 초기 유포자의 영향력이 크고 상호호혜성이 높을수록 부정적 구전 확산의 속도와 규모가 유의미하게 증가함을 발견하였다.

• 대한안전경영과학회지
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• 제19권4호
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• pp.169-182
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• 2017

Predicting a box office gross in the film industry is an important goal. Many works have analyzed the elements of a film making. Previous studies have suggested several methods for predicting box office such as a model for distinguishing people's reactions by using a sentiment analysis, a study on the period of influence of word-of-mouth effect through SNS. These works discover that a word of mouth (WOM) effect through SNS influences customers' choice of movies. Therefore, this study analyzes correlations between a box office gross and a ratio of people reaction to a certain movie by extracting their feedback on the film from before and after of the film opening. In this work, people's reactions to the movie are categorized into positive, neutral, and negative opinions by employing sentiment analysis. In order to proceed the research analyses in this work, North American tweets are collected between March 2011 and August 2012. There is no correlation for each analysis that has been conducted in this work, hereby rate of tweets before and after opening of movies does not have relationship between a box office gross.

• 통상정보연구
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• 제8권4호
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• pp.23-41
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• 2006

The present paper aims to examine the Influences of on line word of mouth(WOM) information valence and information contents to the information searcher. Specially, to examine the interaction effect it's two variables. For that purpose, we categorize WOM information valence into two subcategories; positive and negative, and WOM content into two subcategories; objective evaluation and subjective evaluation. We conducted experimentation design 2*2 and subjects are asked to their attitude and purchase intention after they are exposed each of four different types of WOM information. The result can be summarized as follow; First, the negative WOM has stronger effect on consumer's attitude and purchase intention than positive. Second, factual WOM has stronger effect on consumer's attitude and purchase intention than subject. Finally, when consumer face negative WOM, subjective WOM has more effect on consumer's attitude and purchase intention than factual. On the contrary, when consumer face positive WOM, factual WOM has more effect on consumer's attitude and purchase intention than subject. In conclusion, the korean Foreign Trade Act and other relative acts should be revised, and both educational services and health services should be contained within the definition of "the international trade" for the governmental benefits of supporting the services exportation.