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

• 한국의류학회지
• /
• 제38권5호
• /
• pp.690-704
• /
• 2014

This study examined the risk perception in internet shopping by Chinese and analyzed the effects of risk perception on internet word-of-mouth acceptance and transmission. This analysis was conducted with data collected from 373 Chinese individuals in their 20s. Data were analyzed with factorial analysis, cluster analysis, ANOVA, multiple regression analysis, Chi-square test, and Cronbach's ${\alpha}$ using SPSS 18.0. The results were: 1) The factor analysis of risk perception extracted four factors: fashion/social psychological risk, product risk, transaction risk, and economic risk. The cluster analysis classified them into: Group with low-risk, Group with high-risk, Group with economic risk, and Group with medium-risk. 2) Group with high-risk and Group with economic risk had a higher word-of-mouth acceptance than other groups. The Group with a high-risk had more word-of-mouth transmission than other groups. 3) It was found that when word-of-mouth was accepted, the factual information about fashion products (size and material) was most referred to, and that the overall evaluation of satisfaction and dissatisfaction was most conveyed when word-of-mouth was conveyed. 4) Internet word-of-mouth acceptance was affected by product risk, economic risk, and transaction risk. Internet word-of-mouth transmission was affected by economic risk, and fashion/social psychological risk, product risk, and transaction risk.

• 한국의류학회지
• /
• 제31권3호
• /
• pp.410-419
• /
• 2007

The purposes of this study were to segment consumers by on-line word of month and to find the differences among the segmented groups in regard to fashion involvement, internet perceived risk, and internet purchase behavior. The subjects of this study were female consumers who were members of online cafe in Korea. The data were collected during October, 2004. The respondents returned the questionnaires through internet and 480 questionnaires were finally used in the data analysis. The statistical analyses used for the study were factor analysis, cluster analysis, t-test, and $X^2-test$. The results showed that word-of·mouth communication on internet(e-WOM) is composed of two factors, word-of-mouth transmission and word-of-mouth acceptance. These two factors were put under cluster analysis and were classified into two groups of the word-of·mouth communication: WOM group and non-WOM group. T-test showed that word-of-mouth communication groups were significantly different in regard to fashion involvement, internet perceived risk, and internet purchase behavior. For example, WOM group was more uncertain of their clothing choices, put more weight on the internal factors of clothing selection, and was a frequent purchaser of internet fashion products. Internet fashion business needs to implement the proper marketing strategies based on the results of the study.

• 한국의류산업학회지
• /
• 제9권4호
• /
• pp.431-440
• /
• 2007

The study of the awareness on DM, the degree of satisfaction, and intention of word-of-mouth has found that when the confidence factor is stressed, intention of word-of-mouth is seen to rise, and when the perception factor is placed emphasis on, intention of word-of-mouth is also seen to be on the rise. The 790 questionnaires collected were analyzed by frequency, factor analysis, confidence degree, and regression analysis. This means that the higher the degree of satisfaction by means of the recognition, attention, trust of DM advertisement, the relationship reenforcement of DM advertisement and transmission of information is, the higher intention of word-of-mouth is. Beauty art business is characteristic of visits being connected with sales. The awareness has an effect on the degree satisfaction, and it affects intention of word-of-mouth. Therefore, it is thought that Beauty art business requires systematic, analytic and unique DM advertisement.

• Journal of Sport and Applied Science
• /
• 제4권2호
• /
• pp.1-9
• /
• 2020

Purpose: This study sought to investigate the critical features of Word of mouth (WOM) advertising and their impact on sport consumer behavior. Research design, data, and methodology: Target population of the study consisted of all sports consumer of the Federation of Special Patients and Organ Transplantation, Tehran (Iran), who had indirectly watched the World Organ Transplant Competition documentary at least once on others' advice. For this purpose, 360 sports consumers of the federation were purposefully selected and they were asked to complete the standard WOM advertising questionnaire of Asda and Ko. Pearson correlation coefficient test and modeling of structural equations were performed using Spss24 and Smart PLS software at an error level of 0.05 used to analyze the data. Results: The findings show that there is a significant relationship between experience and expertise, trust and validity, content richness, and the power of message transmission through WOM advertising and its predictability. Finally, interpersonal relationships and work involvement also had a moderating role in this regard. Conclusions: The general conclusion is that the components of WOM advertising as well as involvement and homophily with the mediating role directly as one of the presuppositions for persuasion. The sports consumer was promoting WOM.

• 한국멀티미디어학회논문지
• /
• 제25권5호
• /
• pp.721-729
• /
• 2022

The pandemic of COVID-19 has led "E-commerce+ Live streaming", the new form of retail business, development rapidly. And more and more consumers choose to buy commodities in E-commerce live streaming. According to the related investigation at home and abroad, the purchase intention and WOM intention are two important measuring factors of the effect of the direct transmission of e-commerce. In previous research, the author proved that IWOM has become an important reference for consumers to make online purchases. In this study, the author mainly focus on the impact of online WOM on consumer intention. Based on the Involvement Theory, this paper proposes a model of the influence of IWOM on WOM intention in e-commerce live broadcast which is adjusted by the product involvement degree. The results show that the characteristics of anchor, the quantity and quality of IWOM, the prescription of IWOM, the difference of IWOM and the intention of WOM are positively regulated by the product involvement. However, product involvement did not play a moderating role between relationship strength and WOM intention.

• 산업융합연구
• /
• 제8권1호
• /
• pp.1-18
• /
• 2010

The purpose of this study is to examine the impacts of sports marketing mix factors on brand equities and consumer behaviors. The findings of this study are as follows: first, there are differences in sports marketing mix factors, depending on individual characteristics. Differences are found in gender and living standard with regard to individual characteristics and prices. second, there are differences in brand equities, according to individual characters. third, sports marketing mix factors impact brand equities. fourth, the sports marketing mix factors impact perceive quality, brand recognition, location related to brand image and products. fifth, sports marketing mix factors impact brand equities and consumer behaviors. In regards with brand equities and repeat purchases, sports marketing mix factors impact promotion, products, perceived quality and image. In satisfaction, the sports marketing mix factors impact location, price promotion and product recognition. In the intention of transmission by word of mouth, the factors impact price, products, perceive quality and image.

• 한국조리학회지
• /
• 제20권6호
• /
• pp.159-174
• /
• 2014

본 연구는 외식업체에 관한 SNS 정보를 접한 기혼여성 소비자가 지각하는 생동감, 동의성, 신뢰성, 동질성, 유대관계와 구전정보수용, 소비자 태도, 구전정보의 SNS 재전달, 구전정보의 오프라인재전달, 방문의도 간의 영향관계를 살펴보고자 하였다. 본 연구는 부산지역의 방송국, 백화점, 대형마트, 관공서 등의 문화센터를 중심으로 기혼여성을 중심으로 설문조사를 실시하였다. 조사는 2014년 3월 1일부터 2014년 3월 31일까지 실시하였다. 최종분석에는 304부가 사용되었다. 분석결과, 생동감과 신뢰성 있는 SNS글이 구전정보수용 수준을 높이고, 신뢰성이 소비자태도를 긍정적으로 만들며, 동질성이 구전정보수용수준과 소비자태도, SNS 재전달과 오프라인 재전달의도를 긍정적으로 높이는 것으로 나타났다. 또한, 구전정보수용은 소비자태도와 오프라인재전달에 유의한 영향을 미치는 것으로 나타났고, 소비자태도는 SNS 재전달과 오프라인재전달 및 방문의도에도 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 SNS 재전달과 오프라인재전달은 방문의도에 유의한 영향을 미치는 것으로 나타났다.

• Asia Marketing Journal
• /
• 제15권1호
• /
• pp.43-55
• /
• 2013

Since movies are experience goods, consumers are easily influenced by other consumers' behavior. For moviegoers, box office rank is the most credible and easily accessible information. Many studies have found that the relationship between a movie's box office rank and its revenue departs from the Pareto distribution, and this phenomenon has been named "increasing returns to information." The primary objective of the current research is to apply the empirical model proposed by De Vany and Walls (1996) to the Korean movie market in order to examine whether the same phenomenon prevails in the Korean movie market. The other purpose of the present study is to provide managers with useful implications about the release timing of a movie by finding different curvatures that depend upon seasonality. The empirical test on the Korean movie market shows similar results as prior studies conducted on the U.S., Hong Kong, and U.K. movie markets. The phenomenon of increasing returns is generated by information transmission among consumers, which makes some movies become blockbusters and others bombs. The proposed model can also be interpreted in such a way that a change in the rank has a nonlinear effect on the movie's performance. If a movie climbs up the chart, it would be rewarded more than its proportion. On the other hand, if a movie falls down in the ranks, its performance would drop rapidly. The research result also indicates that the phenomenon of increasing returns occurs differently depending on when the movies are released. Since the tendency of the increasing returns to information is stronger during the peak seasons, movie marketers should decide upon the release timing of a movie based on its competitiveness. If a movie has substantial potential to incur positive word-of-mouth, it would be more reasonable to release the movie during the peak season to enjoy increasing returns. Otherwise, a movie should be released during the low season to minimize the risk of being dropped from the chart.

• 헤리티지:역사와 과학
• /
• 제52권3호
• /
• pp.172-187
• /
• 2019

본 논문의 목적은 무형문화유산 일반전승자의 역할을 주목하면서, 소셜 네트워크 분석을 활용해 무형문화유산 전승공동체의 연결망과 전승활동에서 발생하는 지식 흐름의 구조적 특징을 분석하는 데 있다. 이러한 연구 목적을 이루기 위해 본 논문에서는 연구 대상을 국가무형문화재 종목들 중에서 일반인의 전승활동이 활발한 '아리랑'으로 선정하였다. 아리랑은 오랜 기간 제도권 밖에서 일반대중 활동을 중심으로 자생적으로 전승되었으며, 2015년에 전문전승자 지정 없이 국가무형문화재로 지정된 최초의 사례이다. 현재 아리랑은 약 60여 종, 3,600여 곡에 이르는 것으로 추정된다. 본 논문에서는 이 중에서 전문전승자와 일반전승자의 상호교류가 활발한 향토민요 '정선아리랑'을 중심으로 연구하였다. 소셜 네트워크 분석은 사람과 사람 사이의 관계를 노드(Node)와 링크(Link)로 모델링하여 수치화 통계화 시각화하여 해석하는 방법을 말한다. 이 방법은 전통적으로 사회학에서 사회조직 및 취약계층을 연구하는 데 꾸준히 활용되었다. 최근에는 문헌정보학, 문화콘텐츠학, 경영학 등과 같은 분야에서 연구경향, 시장동향, 조직관리 등을 연구하는 데 이 방법이 활용되고 있다. 이처럼 여러 학문 분야에서 소셜 네트워크 분석을 이용한 연구가 증가하는 추세지만 문화재 분야에서는 관련 연구를 찾아보기가 어렵다. 소셜 네트워크 분석은 크게 3단계, '연결망 모델링', '데이터 수집', '데이터 분석 및 시각화'로 진행된다. 본 논문에서는 첫 번째, 2017년 기준으로 정선아리랑보존회 회원 전체를 조사 대상으로 선정하여 완전한 연결망으로 모델링하였다. 두 번째, 데이터 수집은 보존회 회원 명부를 확보해 2017년 10월 17일 면대면 조사와 2017년 12월 15일 전화 설문조사를 통해 하였다. 세 번째, 데이터 분석은 Netminer 4.0 프로그램을 이용해 중심성 분석, 구조적 등위성 분석, 커뮤니티 분석 등을 주요 지표로 하였다. 본 논문은 기존에 무형문화유산 계보조사에서 소수 사람들의 구술자료에 의존해 파악하던 방식에서 벗어나 객관적이고 계량적인 방법으로 조사할 수 있는 기반을 제공하였다는 점에서 연구 의의가 있다. 그리고 무형문화유산 전승공동체 구성원들의 관계 및 지식 흐름의 구조를 지식지도(2D Spring Map) 형태로 시각화함으로써 추상적인 내용을 직관적으로 파악할 수 있게 했다는 점에서 의미가 있다.