• 디지털산업정보학회논문지
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• 제10권3호
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• pp.327-338
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• 2014

The purpose of this study is to investigate what the characteristics of word-of-mouth on SNS and how these factors credibility for information's source and acceptance of word-of-mouth. We proposed study model was set through overall theoretical investigation. The 179 Valid survey data were gathered from the user who have prior experience in SNS. According to factor analysis, characteristic of word-of-mouth information on SNS were classified into consensus and neutrality. And credibility for information's source and acceptance of word-of-mouth were composed sing dimension. The Hypothesis inspection says that all variables were positively correlated with each other. And consensus and valance have positive influence on credibility for information's source. Also credibility for information's source influence on acceptance of word-of-mouth and valance have positive affect trust for information's source. Several academic and practical implications are yield accordingly. Especially this study intention to provide basis which can be used for all business's effective marketing activity.

• 융합경영연구
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• 제12권1호
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• pp.65-75
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• 2024

Purpose: Through this study, first, we try to understand the characteristics of SNS beauty advertising using SNS. Second, focusing on S-O-R Theory, we aim to confirm the impact of SNS beauty advertising characteristics on positive emotions, commitment, and voluntary word-of-mouth intentions. Third, we intend to suggest measures related to effective SNS beauty advertising operation. Research design, data and methodology: To analyze the data collected of 308 questionnaires, the SPSS and AMOS statistical program was used, and the SNS beauty advertising characteristics were reclassified after analyzing the credibility and validity of the responses. Results: It was found that all SNS beauty advertising characteristics (interactivity, entertainment, credibility, and irritation) had a significant effect on positive emotions. However, entertainment and irritation did not have a significant effect on commitment. In addition, it was found that positive emotions had a positive effect on commitment, and commitment had a positive effect on voluntary word-of-mouth intentions, and positive emotions had no significant effect on voluntary word-of-mouth intentions. Conclusions: In order to improve consumers' commitment in SNS beauty advertising, it is important to secure trust through interaction, and it is judged that the more commit in SNS beauty advertising through positive emotions, the more spontaneous and positive word-of-mouth effect can be created.

• 경영과정보연구
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• 제35권1호
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• pp.69-84
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• 2016

본 연구는 목적인 소비자의 구전제약요인과 구전과의 관계를 여가제약 이론을 바탕으로 구전제약요인들과 이에 대한 협상노력이 몰입과 구전의도와 관계를 살펴보기 위한 연구모형을 설정하였으며, 변수들 간의 관계를 실증적으로 검증하였으며, 연구결과를 요약하면 다음과 같다. 가설을 검증한 결과 2개의 가설(가설 1, 가설 5)을 제외하고 모든 가설이 채택되었다. 이에 대한 구체적인 결과는 다음과 같다. 첫 번째, 내재적제약이 구전제약 요인이 구전제약 협상노력에 미치는 영향을 살펴보면 다음과 같다. 대인적제약과 구조적제약은 구전제약 협상노력에 정(+)의 영향을 미치고 있으며, 내재적 제약의 경우 음(-)의 영향을 미치는 것으로 나타나 가설검증에서는 기각하였지만, 통계적으로는 유의한 것으로 나타났다. 두 번째, 구전제약 협상노력과 몰입 그리고 구전과의 구조적인 관계를 살펴보면 다음과 같다. 구전제약 협상노력은 몰입에 정(+)의 영향을 미치고 있지만, 구전에는 통계적으로 유의하지 않는 것으로 나타났다. 마지막으로 몰입은 구전에 정(+)의 영향을 미치는 것으로 나타나 매개역할을 하고 있음을 알 수 있다. 본 연구의 결과는 구전제약요인과 소비자의 몰입과 구전에 대한 종합적인 이해와 함께 중요한 이론적, 실무적 시사점을 제공할 것으로 기대된다.

• 패션비즈니스
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• 제23권6호
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• pp.49-63
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• 2019

The purpose of this study was to determine the satisfaction, trust and word-of-mouth intention of online information according to the type of information search by female cosmetics consumers in their 20's to 40's. For this study, online and offline surveys were conducted by 307 people. Factor, correlation, and multiple regression analysis were used to analyze the data. The main results are summarized as follows. First, the cosmetic consumer's information search types were identified as active, playful, and economic information search types. Second, the results of examinations on the effect of consumer information search types on satisfaction, reliability, and word-of-mouth intention of the online information searches showed that the active information search type had a positive effect on satisfaction, reliability, and word-of-mouth intention. The economic information search type had a positive effect on satisfaction. The active information search type was confirmed to have high satisfaction, reliability, and word-of-mouth intention for the provided information and thus, the acceptance of the provided information was high. The playful information search type was divided into continuous, habitual, and independent information search and a tendency to assign a low value to consumer information was confirmed. The economic information search type showed high satisfaction with the information obtained by searching, but also a passive attitude toward trust or word-of-mouth intention and was categorized as a passive search type. Online information search is a communication channel with a great influence that can provide various benefits to cosmetic consumers.

• 한국멀티미디어학회논문지
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• 제25권9호
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• pp.1348-1355
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• 2022

This study will be an exploratory study from the perspective of IWOM on the intention of word-of-mouth transmission. And based on 256 questionnaire survey data of E-Commerce live broadcast consumers, structural equation modeling is used to explore the paths and mechanisms of influence of consumers' perceived IWOM and perceived value on oral transmission intention in China's E-Commerce live broadcast. The results found that consumers' perceived IWOM had a positive effect on perceived usefulness and perceived entertainment, and that perceived usefulness had a positive effect on purchase intention while perceived entertainment had no direct effect on word-of-mouth transmission intention. Perceived IWOM also indirectly influences willingness to pass on word-of-mouth by affecting perceived value. Among them, the mediating effect of perceived usefulness in the path of perceived network influence on word-of-mouth transmission intention is greater than that of perceived entertainment.

• Journal of Sport and Applied Science
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• 제7권2호
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• pp.13-19
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• 2023

Purpose: The purpose of this study is to provide directions and implications related to eco-friendly marketing and products of outdoor brand companies by empirically analyzing the influence of outdoor brand's eco-friendly activities on brand image and word of mouth. Research design, data, and methodology: In this study, a survey was conducted on those who have purchased outdoor brand products through the convenience sampling method, and a total of 470 effective samples were collected. Frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation model analysis were conducted based on the collected data. Results: As a result of the analysis, first, it was found that eco-friendly marketing among the eco-friendly activities of outdoor brands did not have a positive effect on the brand image. Second, among the eco-friendly activities of outdoor brands, eco-friendly products were found to have a positive effect on the brand image. Third, it was found that the brand image had an effect on word of mouth intention. Conclusions: Academic and practical implications were discussed based on the research results that eco-friendly marketing of outdoor brands does not have a positive effect on brand image, eco-friendly products have a positive effect on brand image, and brand image affects word of mouth.

• Asian Journal of Business Environment
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• 제6권3호
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• pp.21-31
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• 2016

Purpose - The purpose of this research is to determine the impact of word of mouth on customer perceived value for restaurants in Malaysia. The objectives of this research include determining how word of mouth (WoM) factors - frequency of word of mouth messages, reputation of word of mouth messenger, richness of word of mouth message, dispersion of word of mouth conversations and manner of word of mouth delivery impact customer perceived value in Malaysian restaurant industry. Research Design, Data, and Methodology - The research follows causal / explanatory research method based on quantitative data. A sample of 150 restaurant customers in Kuala Lumpur, Malaysia was selected using convenience sampling technique. Likert scale questionnaire is used to collect data and data is analysed using regression analysis through SPSS 22. Results - The statistical analysis revealed that independent variable 'manner of delivery' significantly and positively impacts customer perceived value for restaurants in Malaysia. Conclusions - To build strong positive customer perception, Malaysian restaurants can enhance word of mouth campaigns' 'manner of delivery' by making them passionate, exciting and with high emotional appeal.

• 산업진흥연구
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• 제7권3호
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• pp.9-16
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• 2022

본 연구는 기업의 친환경 활동에 책임이 강화되고 있는 현재 기업의 그린마케팅이 경영성과 창출에 어떤 영향을 주는지 확인해 보고자 하였다. 이를 위해 기업의 그린마케팅이 소비자 구전의도에 미치는 영향, 브랜드 신뢰도의 매개효과와 소비자의 환경친화적 행동의 조절효과를 검증하였다. 분석결과는 다음과 같다. 첫째, 기업의 그린마케팅은 소비자들의 구전의도에 정(+)의 영향을 미쳤다. 둘째, 브랜드신뢰도는 기업의 그린마케팅과 소비자의 구전의도 관계에서 정(+)의 매개역할을 하는 것으로 나타났다. 셋째, 소비자의 환경친화적 행동은 브랜드신뢰도와 그들의 구전의도 사이에 조절효과가 있는 것으로 나타났다. 따라서 기업의 친환경 전략과 실천은 브랜드신뢰를 강화하고, 소비자들의 구전의도를 높이는 데 도움이 될 것이다. 본 연구를 통해 기업의 친환경 전략과 이의 실천이 실제 브랜드신뢰 구축과 소비자 구전의도에 미치는 영향을 밝힘으로써 그린마케팅과 소비자의 자발적 구전 가능성 간의 인과관계를 분석했으며 기업의 지속성장을 위해 친환경 마케팅 전략을 구축하는 것이 필요함을 시사하고 있다.

• 동아시아식생활학회지
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• 제20권4호
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• pp.606-618
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• 2010

The study investigated how 'word of mouth' originates in the chain restaurant industry. It has long been acknowledged that 'word of mouth' is a critical factor for the success of a restaurant business due to its targetability and cost effectiveness. A review of the literature revealed four antecedents of 'word of mouth': service quality, perceived value, satisfaction, and relationship quality. Based on the theoretical/empirical relationships between those constructs, a structural model composed of the hypotheses was proposed. The structural model was tested with data collected from 471 chain restaurant patrons. The structural equation modeling analysis revealed that five constructs in the proposed model are interrelated, and during this process, word of mouth is formed in the chain restaurant industry. A positive relationship between service quality and satisfaction (0.265, p<0.05), service quality and perceived value (0.831, p<0.05), service quality and relationship quality (0.465, p< 0.05), and service quality and WOM (0.263, p< 0.05) were found, indicating that service quality is a key prerequisite for word of mouth and other constructs proposed in the model. It was revealed that perceived value doe not have a direct impact on WOM formation (t=1.275, p=0.202), but a positive relationship between perceived value and satisfaction (0.293, p<0.05) and between satisfaction and WOM (0.627, p< 0.05) were found. Therefore, it was concluded that patrons' perceived value influences word of mouth formation, but that impact is mediated by satisfaction. During this process, relationship quality also plays a mediating role in generating word of mouth. Based on data analysis, theoretical/managerial implications are discussed.

• 한국의류학회지
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• 제44권4호
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• pp.676-690
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• 2020

This study proposes a research model that examines the impact of perceived technological innovativeness on curiosity and fun, which influence revisit and word-of-mouth intentions for an augmented reality store. Data was collected from 189 female consumers in their 20s and 30s living in the Seoul metropolitan area using a convenient sampling method. The results of the study were summarized as follows. First, perceived technological innovativeness was found to have positive effects on curiosity and fun. Second, curiosity had a positive relationship with fun. Third, curiosity had positive effects on revisit and word-of-mouth intention toward the augmented reality store, while fun had no effect on revisit and word-of-mouth intention. Fourth, curiosity mediated the relationship between perceived technological innovativeness and revisit intention, and between perceived technological innovativeness and word-of-mouth intention. The introduction of innovative technology in the offline store leads to a positive response through curiosity rather than fun; therefore, it is suggested that fashion companies develop and utilize augmented reality content that stimulates more curiosity.