• Journal of the Korea Society of Computer and Information
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• v.28 no.10
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• pp.229-239
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• 2023

This study aims to explore the impact of algorithmic price discrimination on negative word-of-mouth (NWOM) through the lens of attribution theory. It also examines the mediating roles of intentional attributions and negative emotions, as well as the moderating effect of price sensitivity. For this study, 772 consumers who had purchased flight tickets completed a questionnaire survey, and the collected data were analyzed and tested using SPSS 27.0 and AMOS 24.0 software. The research findings reveal that algorithmic price discrimination has a significant positive impact on intentional attributions, negative emotions, and NWOM. Specifically, deliberate attributions and negative emotions mediate the relationship between algorithmic price discrimination and NWOM, while price sensitivity positively moderates the relationship between negative emotions and NWOM. Therefore, companies should consider disclosing algorithm details transparently in their marketing strategies to mitigate consumers' negative emotions and implement targeted strategies for consumers with different levels of price sensitivity to enhance positive word-of-mouth.

• Journal of Venture Innovation
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• v.7 no.3
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• pp.101-121
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• 2024

The application of chatbots on e-commerce platforms is becoming increasingly widespread. With the rapid development of artificial intelligence technology, previous research has predominantly focused on service failures occurring with the chatbots themselves. There is limited research on scenarios where chatbots handle service failures that are controllable by the sellers. This paper conducted online surveys through two experiments involving a total of 546 participants. The results indicate that, in the event of a service failure, customers are more likely to spread negative word-of-mouth about the store and have lower repurchase intentions when served by chatbots compared to human customer service representatives. This is because customers experience higher levels of anger with the chatbots. However, when customers perceive the service failure as uncontrollable by the seller, the impact of the type of customer service provider on negative word-of-mouth via customer anger is weakened while when customers perceive it as controllable the impact is strengthened. This study provides theoretical contributions for online retail enterprises to apply intelligent customer service while preventing further deterioration of service failures.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.1
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• pp.36-45
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• 2012

This study locates factors that affect the intention to use fashion SNS (social network service) and intention for word-of-mouth on fashion SNS. Independent variables were fashion shopping orientation, attitude toward innovative products, fashion leadership, and demographics. A questionnaire method was used to collect data on college students while factor analyses, multiple regression, $x^2$ analyses, and Pearson correlation coefficients were applied in analyzing data. Factor analyses resulted in four factors for fashion shopping orientation, three on attitude toward innovative products and two on fashion leadership. Multiple regression analyses showed that information compatibility of attitude toward innovative products had a significant impact on two models of intention to use fashion SNS and two models of intention for word-of-mouth on fashion SNS. Opinion leadership and gender were significant factors for two models of intention to use fashion SNS, which means that women are likely to have more intention to use fashion SNS. Meanwhile, fashion innovativeness was found to be a significant factor on two models of intention for word-of-mouth on fashion SNS. Shopping orientation factors were not important for any model. $x^2$ analyses showed that women rather than men wanted more information on online fashion shows, general fashion information, and user participation programs. Fashion major students wanted more information on online fashion shows and user participation programs than non-fashion major students.

• Journal of Korean Ophthalmic Optics Society
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• v.17 no.2
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• pp.107-117
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• 2012

Purpose: We study the eyeglasses consumer's purchasing decision, brand equity, purchase satisfaction and word of mouth. Methods: For two month, from October to December, 437 questionnaires distributed through eyeglasses shops. Sampling was performed using a convenience sampling, participants in the survey-based selflegislation (self-adminstration method) were to answer. Results: It was found that demographic characteristics - gender, age, education, income - acts as parameters representing difference of purchase decision, brand equity and word of mouth. Conclusions: Consumer's demographic characteristics such as gender, age, education, income serve as parameters that represents the differences. Purchase satisfaction by age is statistically significant. Word of mouth is also classified according to their income level is statistically significant.

• The Journal of the Korea Contents Association
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• v.6 no.3
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• pp.75-84
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• 2006

The internet has the capabilities of supporting and facilitating several forms of consumer interaction including one-to-one, one to many, or many-to-many interactions. Especially, previous studies revealed that the Online Word-of-Mouth communication is widely used as a source of customer's information seeking and purchase decision making. Even with this importance of the Online Word-of-Mouth communication on internet, few research has systematically addressed the issue. This study investigates the effect of interpersonal communication on consumers' information search activities and develops a model that depicts the key antecedents and mediating variables of interpersonal communication in internet shopping environment. The results are as follows: First, choice uncertainty, perceived risk, and knowledge uncertainty play an important role for perceived usefulness. Second, perceived usefulness has directly affected interactive communication of consumers' communication style. Thus, it is essential for internet companies to find ways to encourage their customers to engage in word-of-mouth communication.

• The Journal of the Korea Contents Association
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• v.12 no.7
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• pp.406-414
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• 2012

The purpose of this study tries to find some competitive marketing strategies of the hotel wedding service. In order to do that, this study positively analyzes the followings: First, the causality between the qualities of hotel wedding service and customer satisfaction. Second, the word-of-mouth intention on the causality. The study bases on the survey that has been conducted for five-star hotel customers in Seoul. 20 questionnaires were circulated in each for 12 five-star hotels in Seoul. The number of sample used in this study is 315. This study draws two conclusions from the above survey analysis: First, the hotel wedding service influences customer satisfaction. Second, customers' word-of-mouth plays a meaningful controlling role between the qualities of hotel wedding service and customer satisfaction. Regarding the results and limits of this study, more researches are needed into the products of hotel wedding service and the sample segmentation.

• International Area Studies Review
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• v.15 no.2
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• pp.225-245
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• 2011

This study investigates the effects of justice dimensions on negative emotion, consumer satisfaction after service recovery, repurchase intention and word-of-mouth intention in a context of service recovery. Behavioral intentions(repurchase intention and word-of-mouth intention) are critical to the discount store sellers' survival and success. The research model is an extension of previous studies, especially considering more recent developments in the service recovery literature. A survey using 458 customers in China was conducted, confirmatory factor analysis was conducted to test the validity of the measurement model, and AMOS analysis approach was used to gain important insights into how customer retention in the discount store business can be ensured. The results suggest that all three dimensions of justice had negative effects on negative emotion, had positive effects on satisfaction after service recovery. Negative emotion had negative effects on recovery satisfaction. Recovery satisfaction had positive effects on repurchase intention and word-of-mouth intention. Finally, this study suggests the implications of these findings and offers directions for future research.

• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.114-131
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• 2022

The goal of this study is to examine the impact of time perspective and life satisfaction of government and public institution employees on organizational SNS attitude and word-of-mouth effect. A total of 136 incumbent employees participated in this online survey. It was found that past-positive, present-hedonistic, and future time perspective positively affected life satisfaction and the organizational SNS attitude. Meanwhile past-negative time perspective negatively affected life satisfaction only, present-fatalistic time perspective did not negatively affect life satisfaction and organizational SNS attitude. Finally, life satisfaction showed a positive impact on word-of-mouth effect via organizational SNS attitude. By identifying psychological underpinnings of time perspective and life satisfaction, this study will provide theoretical and practical implications regarding internal communication and the effective management of government and public institution-operated SNS.

• Journal of Korea Society of Industrial Information Systems
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• v.14 no.4
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• pp.128-142
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• 2009

Since fairness issue has been found to be important in many different business contexts such as marketing, organizational psychology and management in general. The purpose of this exploratory study was to identify the factor structure of fairness and its effects on customer satisfaction and word-of-mouth. In this survey, we collected data from the respondents who have experienced online shopping from 61 online shopping companies. The data were analyzed by structural equation model using LISREL 8.5. The results indicated that fairness has a four-factor structure, which is composed of distributive, procedural, interpersonal, and informational fairness, which is different from three-factor structure. In addition, perceived justice as a second-order construct were found to have a positive effect on customer satisfaction and word-of-mouth intention. The study suggests that online shopping mall should increase customer satisfaction and positive word-of-mouth by enhancing multiple aspects related to fairness.

• Journal of Digital Convergence
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• v.12 no.8
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• pp.147-155
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• 2014

Social commerce is a combination of social media and shopping. Social commerce, based on Web 2.0 technologies, has the various potentials, which is the factor attracting customers. In Korea, collegians are more active user of social media, in turn, are estimated more active customer in social commerce context. Present research explored what made Korean collegians use social commerce with extending technology acceptance model(TAM) with word-of-mouth(WOM) and perceived enjoyment(PE). We found that WOM affected indirectly the intention to use(ITU) with mediating PE, in turn, PE has a positive effect on the all of constructs in TAM. Accordingly, TAM extended with WOM and PE is validated in social commerce context. Finally, based on the findings, implications and suggestions for future studies are discussed.