• Journal of Distribution Science
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• v.15 no.8
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• pp.75-86
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• 2017

Purpose - The online-to-offline (O2O) business model has brought considerable changes to the traditional Chinese business model. The main difference between O2O and pure online consumption is that O2O offers a richer experience and word-of-mouth. it is easier to trigger online word-of-mouth. However, few scholars have been concerned about the impact of experiential value on customer satisfaction and online word-of-mouth (e-WOM) in the study of O2O. This study takes the O2O business model in China's catering industry as its research object and uses structural equation modelling to analyze the impact of online and offline experiential values on customer satisfaction and e-WOM. Research design, data, and methodology - According to previous researches, consumer experiential value is mainly divided into return on investment (economy and efficiency), service excellence, playfulness and aesthetics. According to the characteristics of O2O in China's catering industry, this study divides the online experience value into efficiency and economy (return on investment). The offline part is divided into return on investment (economy and efficiency), service excellence, playfulness and aesthetics. Using a web-based survey, we collected 303 valid samples. Structural equation modelling was used to create the research model. Results - The results show that efficiency (online) and service excellence (offline) have a significant effect on customer satisfaction. Economics (online) and playfulness (offline) have a positive impact on customers' e-WOM. In addition, the higher the customer satisfaction, the greater the positive impact on the spread by word of mouth. However, aesthetic(offline) and return on investment(offline) have no significant impact to customer satisfaction and e-WOM. Conclusions - The study findings show that the key to boost customer satisfaction in the catering industry is to improve product quality and service. Although traditional competitive strategies such as online discount have been questioned by many scholars about their decreasing effectiveness, they are indispensable means to attract online traffic and trigger e-WOM. The traditional enterprises can reconstruct traditional business processes through the O2O model to effectively improve customer satisfaction and word of mouth by improving the experiential value of economy and efficiency. Additionally, it can be used as the natural advantages of online communication to induce customers to engage in word of mouth and attract more potential customers.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.1
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• pp.27-38
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• 2013

Word-of-mouth (WOM) communication (traditionally important in consumption) is expanding its influence into cyber space and is playing an important role in online shopping. Consumers who use online shopping might not readily make purchasing decisions due to information overload, lack of accurate product recognition, and the distrust of commercial information. Subsequently, people use WOM communication for a mutual interchange with others who share common concerns, interests, and purposes. This study examines the consumer characteristics, perceived risk on online shopping and benefits of online shopping according to WOM behavior that may significantly affect consumer actions. Factor analysis, t-test, one-way ANOVA, cluster analysis, and Chi-square analysis were used for statistical analysis to identify the differences in consumer characteristics. Online WOM behavior consumers purchased more various items than offline WOM behavior consumers; however, the most influential purchasing factor was price regardless of WOM behavior. Offline WOM behavior consumers have shown higher perceived online shopping risks and benefits.

• The Journal of Society for e-Business Studies
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• v.15 no.1
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• pp.39-60
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• 2010

It becomes common thing that many customers buy the goods through the online shopping mall as internet grows very fast. The information cascades that happen when a person imitates the other's acts also it occurs in online. Many people buy the goods referring on other people's purchasing experiences and such cases are spreading more and more. Through numerous existing researches, the researches in association with this issue have been studied on the information cascades effect on offline or online separately. The research of comparing the information cascades effects from the offline word of mouth (WOM) and the online review has not studied yet. On that reason this study shows that the online review induces the information cascades. We also compared the effects with information cascades effects from traditional offline word of mouth. In result of this study, the following points have been concluded. Firstly, we examined that information cascades was occurred through both the online review and offline word of mouth. Secondly, the information cascades effect through the online review is greater than through the offline words of mouth. It means the company has to understand the importance of the online review and manage it. Thirdly, the information cascades effects are occurred differently in accordance with the goods brands. Therefore a company has to know whether its products is superior to the competitor's one or not.

• Knowledge Management Research
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• v.18 no.2
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• pp.65-83
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• 2017

Word-of-mouth (WOM), the communication between consumers offline, has transformed to include electronic word-of-mouth(eWOM), which has grown in its influence due to the advancements in communication technology. Despite the fact that many researchers have studied the impact of WOM and eWOM on the performance of movies in the movie industry, there still exists much controversy. Therefore, this study investigates the relationship of eWOM's volume and valence with the box office revenue for 2 years in Korean movies industry. The results show that the volume of eWOM, which is expected to related to awareness diffusion, is more important than the valence in the early stage of movie release. And in the later stage, the valence of eWOM which is expected to related to persuasion effect influences the box office revenue. In addition, the relationship of the volume and valence on box office revenue in both early and later stage can be increased through the interaction with the star power which raises the familiarity or the movie genre which causes the high arousal.

• The Research Journal of the Costume Culture
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• v.26 no.2
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• pp.172-187
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• 2018

For the past decade, the convenience of sharing information online has improved drastically with the development of smart devices and social media. Such changes have contributed to regarding online word-of-mouth (WOM) as one of the most important consumer information sources. Therefore, the purpose of this study is to examine online WOM effects (acceptance/redelivery intention) with the two-way interaction effects of fashion involvement and the market maven. The empirical study consisted of an offline survey that collected data from 341 respondents and analyzed the data by factor analysis, independent t-test, and two-way ANOVA with SPSS 20.0, producing the following results. First, the market maven effect was found to differ significantly based on the level of fashion involvement, and is also higher when fashion involvement is high. Second, fashion involvement primarily affected online WOM acceptance, while the market maven significantly affected redelivery intention. Moreover, fashion involvement and market maven had relevant two-way interaction with both of the online WOM effects. Third, market maven had measurable effects on WOM redelivery types (objective/subjective) and directions (positive/negative/ neutral), whereas fashion involvement did not have any primary effects on them. However, fashion involvement and market maven had two-way interaction effects on the positive and negative direction of WOM redelivery. Based on these findings, the study suggests the importance of investigating and understanding the complicated online WOM behaviors of consumers, specifically from both managerial and theoretical perspectives.

• The Research Journal of the Costume Culture
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• v.21 no.4
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• pp.478-493
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• 2013

The purpose of this study is to examine the online WOM effect of blog review depending on brand awareness and message direction. The theory of planned behavior was applied to understand online WOM acceptance. A survey was conducted targeting female in 20s and 30s and 312 questionnaires were used for analysis. Frequency analysis, reliability analysis, t-test, and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, purchase intention and online re-WOM intention are higher when brand awareness is higher. Second, subjective norm, perceived behavioral control, WOM acceptance intention, purchase intention and off-line re-WOM intention show higher values when negative information is afforded. Third, in type 1 (high brand awareness/positive message) and type 3 (low brand awareness/positive message), attitude, subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. In type 2 (high brand awareness/negative message), subjective norm and attitude have a positive effect on WOM acceptance intention. In type 4 (low brand awareness/negative message), subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. Forth, in type 1 and type 3, WOM acceptance intention has a positive effect on purchase intention, offline re-WOM intention and online re-WOM intention. In type 2 and type 4, WOM acceptance intention has a negative effect on purchase intention, and a positive effect on offline re-WOM intention. The results show that blog review has ripple effect on consumer behavior by affecting purchase intention and offline re-WOM intention.

• Culinary science and hospitality research
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• v.20 no.6
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• pp.159-174
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• 2014

The purpose of this study is to examine the relationships among vividness, consensus, reliability, homogeneity, ties and acceptance of WOM (Word Of Mouth), consumer attitude, SNS WOM transmission, offline WOM transmission, and visit intention perceived by married women consumers who learned SNS WOM regarding restaurants. This study performed a survey targeting married women, focusing on broadcasting stations, department stores, major supermarkets, government offices, and cultural centers in Busan. The surveying period was from March 1, 2014 to March 31, 2014. 304 questionnaires were used for the final analysis. As a result of the analysis, it could be concluded that vivid and reliable SNS words raise the level of acceptance of WOM, reliability makes consumer attitude positive, and homogeneity raises the level of acceptance of WOM, consumer attitude, SNS WOM transmission, and offline WOM transmission intention. In addition, it could be confirmed that acceptance of WOM have significant effects on consumer attitude and offline WOM transmission, and consumer attitude have positive effects on SNS WOM transmission, offline WOM transmission, and visit intention. Lastly, it could be learned that SNS WOM transmission and offline WOM transmission have significant effects on visit intention.

• The Korean Journal of Franchise Management
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• v.12 no.2
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• pp.7-21
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• 2021

Purpose: One of the characteristics of service companies such as foodservice franchise is that it is easy to imitate, so many brands can imitate the menu that is popular with consumers. Therefore, foodservice franchise company should develop a brand that customers can identify from other brands in order differentiate it from its competitors. In order make the foodservice franchise company identifiable from other brands, it is possible through communication with customers. Therefore, this study proposes a new research model to analyze customer loyalty through online advertising and online word of mouth trust and immersion. Online was provided to customers through a mixture of advertisements and word of mouth, but previous studies have only considered online advertisements or online word of mouth. In addition, we want to verify the difference according to gender, which is an important variable in researching the online information processing behavior of customers. Research design, data, and methodology: The questionnaire of this study was surveyed on 20 years of age or older who have visited the restaurant franchise store within the last 3 months among the foodservice franchise companies operating SNS. During the survey period, 400 surveys were surveyed for a total of 20 days from April 1 to April 20, 2020. Result: The research results are as follows. First, in this study, the effect of online advertisement and online word of mouth on trust and immersion was studied. Second, this study verified the social influence theory in online advertising and online word of mouth. Third, the effect of online advertising and online word of mouth on loyalty according to gender was verified. Fourth, compared to existing advertisements, online advertisements are suitable for marketing by foodservice franchise companies because they can interact with consumers, modify advertisements immediately, execute extensive advertisements at low cost, segment the market, and measure advertisement effectiveness. The recent online expansion has been expanded to mobile-based, allowing foodservice franchisees to provide new communication services such as SMS (Short Message Service), multimedia messaging services, and location-based services. Fifth, a foodservice franchise company can increase brand awareness through online marketing or induce the use of offline stores. Sixth, franchisor can grow into a sustainable company only when they use resources efficiently. Conclusions: Trust is important in foodservice franchise information. This trust has a significant impact on customer commitment and loyalty.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.431-442
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• 2022

Despite the rapid reorganization of the center of consumption online, the fashion industry is still strengthening brand marketing using offline stores. This study investigates the psychological mechanisms of shopping flow by three mediators that influence the e-word of mouth(e-WOM) as a marketing performance variable in recent marketing. Data collection was conducted online for 241 women in their 20s and 30s. The significance of multi-mediated pathways was verified using Process 3.5 Model 6. The results for multiple mediation paths are as follows. First, the direct effect of shopping flow on brand advocacy was not significant. Second, analysis of the significance of the indirect effect via simple mediation found that the path mediated by shopping value in the path from the shopping flow to brand advocacy was significant. Third, analysis of the indirect effect by double mediation revealed all three double mediating effects of shopping flow on brand advocacy were significant(emotional response and shopping value, emotional response and store attachment, shopping value and store attachment). Fourth, analysis of the significance of the indirect effect by sequential multiple mediation established the indirect effect leading to emotional response, shopping value, and store attachment was significant. These results indicate that the operation of an experiential fashion store is not just a means for sales, but a communication tool that improves and promotes the brand advocacy by providing brand experience in a store.