• 패션비즈니스
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• 제13권4호
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• pp.51-59
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• 2009

The purpose of this research is to investigate the influences of service experience and brand reputation on intention by word of mouth(WOM) when consumers get experiences at beauty salon. We made 2(valence of service experience: positive/negative) ${\times}$ 2(brand reputation level: high/low) subjects experimental design in order to find reason that there is a significant difference of intention by word of the mouth between positive experience condition and negative experience condition. Also we tried to find the interaction of two factors. To test our hypothesis, an experiment was performed on 68 university students in seoul area. Specifically, we used 2-way ANOVA and planned contrast method through SPSS 12.0 procedure. As a result, a two-way ANOVA demonstrated a significant main effect of service experience, which means that people more intend to make WOM when they experience a negative service than a positive service. Also the ANOVA showed a significant interaction effect between service experience and brand reputation, which represents that people more intend to make WOM for high-reputed(low-reputed) brand than low-reputed(high-reputed) brand when they encounter negative(positive) services.

• 한국의류산업학회지
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• 제14권1호
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• pp.75-82
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• 2012

Compared to off-line, on-line word-of-mouth has fast dissemination speed and extensive effects based on interactive features. Moreover, in the age of Web 2.0, on-line media has made consumers evolve from simple purchasers to producers, who intervene into product manufacturing through on-line WOM. According to this, this study is conducted to clarify how consumer's prosumer propensity affects WOM in detail when purchasing fashion products on-line through website interactivity and perceived usefulness of WOM. The results are as follows. 1. Consumer's prosumer propensity is classified in four dimensions: the propensity to participate, the propensity to relate, the propensity to amuse and the propensity to create. 2. The sample has shown low prosumer propensity overall, and there were no gender differences. 3. Testing structural equation model, it was clarified that the higher the consumer's prosumer propensity, the higher the consumer's evaluation of website interactivity and thus the greater the WOM effect through its perception of usefulness. 4. There were some differences in the path of structural equation model according to consumer's prosumer propensity. From the results, it can be concluded that consumer's prosumer propensity is a key factor in the on-line WOM. Therefore fashion businesses should actively utilize consumer's prosumer propensity to apply their opinion in the product planning stage or use it as the means of company-friendly viral marketing.

• Asia pacific journal of information systems
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• 제25권4호
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• pp.805-822
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• 2015

Online communities are an important source of electronic word-of-mouth (e-WOM). However, few studies have examined the use of such messages within the Middle Eastern context. This study focuses on Saudi women as members of an online beauty forum. Previous work suggested a mediating effect of gender, with women being more likely to trust word-of-mouth and follow it up with a purchase. A conceptual model with a theoretical underpinning from existing contributions in literature provides the basis of a coding framework for the message characteristics that influence members' e-WOM adoption. A total of 310 threads and 2200 messages coded into 5725 units were content analyzed to demonstrate cases where e-WOM was adopted and indicate further continuance intention with members returning to the forum. A new category of 'community bonding' was created from the content analysis given the prevalence of emotional aspects in messages. Emotion expressed in messages, often expressed in religious terms, is as influential and important as the cognitive aspects of community bonding.

• 유통과학연구
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• 제15권8호
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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.

• 한국정보시스템학회지:정보시스템연구
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• 제26권4호
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• pp.107-135
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• 2017

Purpose Along with the growth of smart phones and social networking service (SNS), social commerce continues to expand. Although online reviews have become an important source of the information that consumers use to make purchasing decisions, theoretical development and empirical testing in this area are still limited. Thus, there is a need to develop further understanding about the influence of electronic word-of-mouth (eWOM). Drawing upon the heuristic - systematic model (HSM) which is one of the dual-process theories, this study develops a research model that explains key factors influencing consumers' eWOM credibility. Furthermore, this study verifies that consumer's eWOM credibility is a key determinant of eWOM and purchase intentions. Design/methodology/approach The proposed model is empirically tested with 493 users who have experience in WeChat-based social commerce. The structural equation model (SEM) analysis is used to evaluate the research model and hypotheses. Findings The major findings are as follows. First, argument quality of eWOM (a systematic factor) has a positive effect on eWOM credibility. Second, source credibility and recommendation consistency of eWOM (heuristic factors) are positively associated with eWOM credibility. Finally, purchase and eWOM intentions greatly depend on eWOM credibility. These results confirm the effectiveness of HSM in explaining eWOM mechanisms in SNS-based social commerce. The details of findings and implications are presented.

• 유통과학연구
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• 제15권10호
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• pp.81-92
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• 2017

Purpose - One of the main objectives of this paper is to identify the most effective type of social media and to analyze the priority of blogs by their informational attributes in the aspect of their impacts on word-of-mouth intention(WOM) in on-line markets. Research design, data, and methodology - We set 'attitude' variable in the middle to see if there is mediating effects between blog information and word-of-mouth intention. We conducted a survey by questionnaire and received 206 answers. Employing the OLS statistical methods through the SPSS package, we tested our hypotheses. Results - Some of the main results are the followings. First, blog, micro-blog, and profile-based services showed significant effects on WOM, while Internet community and mini-homepages are not significant. Second, blog has positive impacts on WOM. Third, attitude has perfect mediating effects between blog and WOM. Fourth, in terms of effects on WOM, interactivity shows the first priority and reliability and usability follows. Finally, attitude has a more significant effect for users of 3 types of blog compared with those of 2 types. Conclusions - In this paper, we analyzed the effects of social network services by type and identified the priority among various attributes of information contained in blogs. It would provide businesses with viable strategic options to establish public relations in their sales promotion.

• 한국병원경영학회지
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• 제16권2호
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• pp.31-52
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• 2011

The cutthroat competition of the market for the medical services caused changes and developments of hospital management from the traditional provider-oriented management to a consumer-oriented management toward the customer. And the popularization of on-line community through the growth and spread of internet technology is developed into an important exploration activity to provide various medical information to patient(or customer) who wishes a high-quality medical services. This is an on-line Word-of-Mouth(WOM). It is a kind of information exploration that is performed by customers before choosing the hospital with off-line word-of-mouth. In this study, we develop our research model to verify the causal relationships among on/off-line WOM, key determinants of hospital choice and the customer's will to make use of the hospitals, and total effect of these variables. We adopt a component-based PSL method for an empirical analysis of the patients experienced dermatology or obstetrics gynecology. Finally, we understand the characteristics of the various medical services and draw new and significant strategic previews.

• 유통과학연구
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• 제15권2호
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• pp.69-78
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• 2017

Purpose - As recently social contributions of firms are positioned as key strategic actions, it is demanding to review the effects of social contributions on overall corporate management. The research aims to effects of social contributions on social values and word of mouth in firm level and product level. Further roles of consumer identification with firm and product eco-friendliness are also analyzed. Research design, data, and methodology - The paper conducted a survey in which two scenarios are used for manipulating the degree of corporate social contributions. The survey sample consist of 165 undergraduate and graduate students in a university, located in Seoul. For analyzing data, analysis of variance is applied, in conjunction with analysis of moderating effects, through version 23 of SPSS statistical package. Results - In the firm level, social contributions by firms have a positive effect on social values of firms. Consumer identification showed a moderating role in the effect. Social value of the firm with passive social contribution perceived by respondents with a high degree of identification was higher than social value of the firm with active social contribution perceived by respondents with a low degree of identification. Corporate social value has positive effect on word-of-mouth of firms. In the product level, social contributions by firms has a positive effect on social values of product. Product eco-friendliness showed a moderating role in the effect. For eco-friendly product, social values are higher in the firm with active social contributions than in the firm with passive social contributions. However, for non eco-friendly product, the difference in social values between the two firms does not exist. Product social values has positive effect on intention for WOM of products. WOM of eco-friendly products with low social value showed no difference with WOM of non eco-friendly products with high social value. Conclusions - These results imply that firms should enhance consumer identification with firm in making social contributions for optimizing corporate social value and enhancing word-of-mouth(WOM). Managerial implications of the results suggest it would be more effective to improve social value of product by active social contributions for increasing word-of-mouth(WOM) of product.

• 복식문화연구
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• 제26권2호
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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.

• 한국프랜차이즈경영연구
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• 제8권1호
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• pp.43-53
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• 2017

Purpose - The coffee market in Korea has been dramatically developed and coffee chains dominate the Korean coffee market recently. Customer's perceived value is one of the marketing tools to get competitive advantages of coffee chains, and plays a critical role to study on coffee franchise industry. Thus, this study is to identify the effect of customer's perceived value (price, brand, service, and quality) on revisit intentions and word-of-mouth(WOM). Research design, data. and methodology - Customer's perceived values consists of four dimensions. 253 samples of 320 were used for data analyses excluding unusable responses. The data were analyzed with SPSS 21.0 and SmartPLS 3.0. Result - First, customer's perceived brand value and service value have a significant, positive effect on revisit intentions. Second, Price value and brand value have a positive influence on WOM. Third, gender difference plays a moderating role in the relationship between brand value and price value and WOM, and between brand value and revisit intentions. Conclusions - Males tend to focus more on their perceived brand value of coffee shops for revisit and recommendation, otherwise females consider price value to give an advice to others. Based on the results of this study, the marketers of coffee chains can develop effective strategies regarding gender difference as well.