• 동아시아경상학회지
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• 제10권3호
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• pp.63-74
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• 2022

Purpose - The purpose of this study is to set up the elements of the airline marketing communication and find out the effect of each element on brand trust. It also aims to figure out how brand trust affects the customer's repurchase intention and WOM intention respectively, and whether repurchase intention has an influence on WOM intention. Eventually, this research intends to provide not only academic but practical application of the research by figuring out the marketing communication factors. Research design, data, and methodology - The survey for this study has been conducted for about 2 months, targeting those who have flown with either domestic or foreign airlines. The number of 249 surveys were distributed and the total number of specimens is 244. Data analysis methods were verifiable factor, discriminant, nomological, and structural equation model analysis. Result - Only advertisement, promotion and WOM have a positive effect on brand trust while publicity has no impact on brand trust. Brand trust was found to have a positive effect on repurchase intention. Also Brand trust also has a positive effect on WOM intention. Finally repurchase intention has a positive effect on WOM intention. Conclusion - There are insufficient existing studies of airline marketing communication which has the direct influence on brand trust. Therefore, the study provided the theoretical foundation of airline marketing communication elements that directly effect on airline brand trust.

• 한국의류학회지
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• 제35권7호
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• pp.787-800
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• 2011

This study investigated service recovery justice perception, purchase satisfaction, positive word-of- mouth (WOM) intention, and repurchase intention of fashion consumers according to the types of internet shopping malls. A survey was conducted from December 20 in 2010 to January 28 in 2011, and 324 respondents who had complaint with internet shopping malls were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, t-test, ANOVA, and multiple regression analysis. The results of this study were as follows. First, in case of integrated internet shopping malls, the procedure justice influenced the purchase satisfaction and the interaction justice influenced the positive WOM intention. In addition, the distribution justice influenced the repurchase intention of fashion consumers. In the case of an open market, the interaction justice influenced the purchase satisfaction and the distribution justice influenced the positive WOM intention. In case of specialized internet shopping malls, the distribution justice influenced the purchase satisfaction and the interaction justice influenced the repurchase intention. Second, there was a difference in the procedure justice, positive WOM intention, and repurchase intention according to gender.

• 패션비즈니스
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• 제21권2호
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• pp.30-44
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• 2017

The purposes of this study were to (a) identify dimensions of relational benefits in the social commerce market, (b) predict the effects of relational benefits on satisfaction, repurchase intention, and word of mouth (WOM) intention, (c) examine the mediating effects of satisfaction, and (d) compare the differences in the effects of relational benefits on satisfaction, repurchase intention, and WOM intention between the two groups of market mavenism. For collecting data, a self-administered questionnaire was undertaken by an online research agency. A total of 490 usable responses were obtained from consumers who have used social commerce sites. The sample included a slightly higher number of females (50.8%) than males and age was ranged from 20 years to 40 years. An exploratory factor analysis generated four factors of relational benefits such as confidence, convenience, special treatment, and information. Multiple regression models showed that confidence, convenience, and special treatment benefits were significant predictors of satisfaction and repurchase intention; the confidence and convenience benefits were significant for WOM intention. Satisfaction significantly mediated the relationship between relational benefits and repurchase intention, and the relationship between relational benefits and WOM intention. The group with high level of market mavenism more highly perceived the relational benefits than the other groups. Confidence benefit had a significant effect on repurchase intention regardless of the level of market mavenism, while convenience benefit had a significant effect on repurchase intention in the non-market maven group. This study discussed the managerial implications for customer relationship management in the social commerce marketplace.

• The International Journal of Costume Culture
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• 제9권1호
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• pp.15-26
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• 2006

The purposes of this study were 1) to identify the dimension of perceived service quality of fashion retail stores in the basis of expanded marketing mix, 2) to investigate the effect of each dimension on long-term orientation/customer satisfaction, trust, commitment and WOM/repurchase intention) on perceived service quality. The questionnaires were administered to 333 women shopped in a fashion retail store in Gwang-ju city. Data were analyzed by using exploratory and confirmatory factor analysis, Cronbach' ${\alpha}$, and multi-regression analysis. The results were as follows: 1) The dimension of perceived service quality based on expanded marketing mix were classified as follow: product, price, place, promotion, people, physical evidence, process services. Long-term orientation was categorized into four factors: customer satisfaction, trust, commitment, WOM/repurchase intention. 2) For the effect of the perceived service quality by dimension, product, people, physical evidence, process services have significant effect on long-term orientation, while price, place, promotion services have not significant.

• The Journal of Asian Finance, Economics and Business
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• 제8권7호
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• pp.341-348
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• 2021

The aim of this study is to fill gaps in emerging empirical evidence and negative electronic word of mouth (NeWOM) in repurchase intention (RI) moderated by the roles of social network sites (SNS) and company mitigation response (CMR). This type of research is descriptive. The sample used in this study is online consumers who buy energy drinks, based on the questionnaire obtained by 145 respondents. Based on the results of testing the estimation of the structural equation model, it was found that the negative variable brand experience sharing had no significant effect on NeWOM; the negative variable electronic reviews had a significant effect on the electronic word of mouth variable, the negative variable electronic reviews had a significant effect on the negative electronic variable word of mouth, the variable intensity of the use of social networking sites can strengthen the direction of the causal influence between the negative variables sharing brand experiences on negative electronic words of mouth. The variable social networking sites usage intensity can strengthen the direction of the effect of causality between negative electronic review variables on negative electronic word of mouth, the negative brand experience sharing variable does not have a significant effect on the repurchase intention variable.

• 디지털산업정보학회논문지
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• 제7권3호
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• pp.137-150
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• 2011

Long-term customer retention strategies with switching cost is very important for gaining a competitive advantage in on-line shopping mall environment. The purpose of this study is to investigate the affecting factors of switching cost in terms of on-line shopping mall's quality and the effects of it on customers' behavior moderating commitment. According to the result, information quality and customized information were found to be significantly related to social switching cost, and also royalty program and product differentiation were found to be significantly related to lost benefit cost and procedural cost respectively. When it comes to the relationship between switching cost and commitment, results shows that social switching cost is not significantly related to affective commitment. Lost benefit cost and procedural cost, however, were found to be significantly related to affective commitment and calculative commitment respectively. Finally, affective commitment was found to bolster repurchase intention and control negative WOM, and calculative commitment was found to bolster both repurchase intention and negative WOM.

• 한국콘텐츠학회논문지
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• 제17권6호
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• pp.424-435
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• 2017

서비스는 유형의 제품과 달리 사람들의 행동을 통해 고객들에게 전달되기 때문에 품질관리가 어렵고 서비스 실패가 자주 발생한다. 이러한 서비스 실패가 발생한 후에 이를 적절한 방법으로 회복하지 않으면 고객들은 부정적 구전활동을 하게 되고, 재구매 의도에도 나쁜 영향을 미치게 된다. 서비스 실패가 발생한 경우에 적절한 회복노력을 하는 경우에 그렇지 않은 경우보다 오히려 고객만족을 높일 수 있다는 서비스 회복의 역설(service recovery paradox)은 서비스 실패 이후의 회복노력의 중요성을 말하고 있다. 본 연구에서는 서비스 회복의 만족에 영향을 미치는 요인으로 분배적 공정성, 절차적 공정성, 상호작용적 공정성을 독립변수로 상정하고, 서비스 회복의 만족의 결과변수로 부정적 구전과 재구매 의도를 상정하여 가설과 모형을 설정하였다. 시나리오 기법을 이용하여 자료를 수집한 후 SPSS와 AMOS를 이용하여 모형 검증을 하였다.

• 한국컴퓨터정보학회논문지
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• 제29권6호
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• pp.223-233
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• 2024

본 연구에서는 정보 제시, 시스템 상호 작용, 소셜 커뮤니티 기능의 역할에 초점을 맞춰 개인화 추천 시스템이 전자 상거래에서 고객 충성도에 미치는 영향을 조사합나다. 이러한 요소들이 플로 상태, 입소문(WOM), 재구매 의도(RPI)에 어떤 영향을 미치는지 살펴봅니다. 이 연구는 구조방정식 모델(SEM)과 500명의 응답자로부터 수집한 데이터를 SPSS와 AMOS를 사용하여 세 가지 개인화 측면이 모두 플로상태를 크게 향상시키고, 이는 다시 WOM과 RPI에 긍정적인 영향을 미친다는 사실을 발견했습니다. 시스템 상호작용은 WOM과 RPI를 직접적으로 향상시키는 반면, 정보 제공과 소셜 커뮤니티 기능은 이러한 충성도 측정치 중 하나에만 영향을 미치는 것으로 나타났습니다. 플로 상태는 개인화 요소와 충성도 결과 사이의 관계를 매개합니다. 이러한 연구 결과는 전자 상거래 플랫폼이 고객 충성도를 높이기 위해 시스템 상호작용을 개선하고 소셜 커뮤니티 기능을 포함해야 함을 시사합니다.

• Human Ecology Research
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• 제61권3호
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• pp.389-399
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• 2023

Sustainable fashion products have different characteristics from typical fashion products. Therefore, this study focuses on shoes while exploring the expansion and development of sustainable fashion consumption as well as consumers' perceptions of the sustainability approaches practiced by shoe companies. In-depth interviews were conducted with 24 consumers, who had purchased sustainable shoes, in order to understand their purchase decision-making process and consumption characteristics, using the seven stages of the EBM model. In the "need recognition" stage, the survey participants' social background and family influences were categorized as macro factors, while their personal background influences were categorized as micro factors. In the "evaluation of alternatives" stage, participants reconfirmed whether or not to make a purchase based on the product's properties, such as price, brand value, and offered services. In the "purchase" stage, participants' purchase channels were determined according to their preferences as well as the selection pattern they followed until the final purchase within the chosen channel. In the "consumption" stage, the start of product ownership coincides with the start of using the products after making a purchase. In the "post-purchase assessment" stage, higher positive experiences led to a higher repurchase intention of sustainable shoes, while negative experiences caused participants to defer consumption and made them experience a sense of guilt for failing to consume sustainably. During the "post-purchase behavior" stage, which focused on the categories that the customers prioritized, many participants spread information about sustainable fashion to specific individuals through active online WOM behavior.