• 유통과학연구
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• 제21권1호
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• pp.85-93
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• 2023

Purpose: This research is intended to analyze how distribution of brand communication of a Soft Drink brand on brand image mediated through electronic word of mouth on packaged carbonated drink in Indonesian Gen-Z. This research also aims to find out how electronic word of mouth can have a role in creating a brand image for Indonesia Gen-Z. Research design, data and methodology: This research is using a quantitative approach with purposive sampling technique, a survey was conduct online and the number of samples being 384 responders who are spread all over Indonesia. The questionnaire construct was designed based on several variables, such as brand communication, brand image, and e-WOM. E-WOM was positioned as a mediating variable in this research. Brand Communication indicators consist of event and experience, public relation and publicity, direct marketing and personal selling. Meanwhile brand image consists of Attributes, Benefits, and Attitudes. E-WOM indicators consist of intensity, balance of opinion, and content. Results: The result of this research being (1) There is a significant influence between brand communication and brand image. (2) There is a significant influence between brand communication and electronic word-of-mouth. And (3) There is a significant influence between brand communication and brand image mediated through electronic word-of-mouth. Conclusion: The findings of this research prove that there is significant influence between brand communication, brand image and electronic word-of-mouth, this study also provide several information about how other factor affect the distribution of brand communication.

• 한국의류산업학회지
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• 제18권3호
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• pp.317-326
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• 2016

The main purposes of this study were to segment Chinese consumers who purchase fashion products through internet commerce according to internet shopping values, to compare their online word-of-mouth acceptance and dissemination behavior, and to examine the demographic characteristics and purchase behavior of the segments. 715 questionnaires were collected through internet survey from January $19^{th}$ to March $16^{th}$, 2015 and a total of 488 were used for the final data analysis. The respondents were twenty to thirty nine years old men and women living in all over China. Hedonic and utilitarian shopping values were identified through factor analysis and based on the shopping values, the respondents were categorized into four groups-ambivalent shopping value group, hedonic shopping value group, utilitarian shopping value group and indifferent group. Among these groups, there were significant differences in terms of online word-of-mouth acceptance as well as dissemination level and motivation. In overall, ambivalent shopping value group showed high online word-of-mouth acceptance as well as dissemination motivation. The groups also showed significant differences in clothing selection criteria, frequently purchased internet shopping sites, online clothing shopping frequency and information sources. The groups also differed in terms of age, residential area, education level, occupation and income. However, there were no significant differences in gender and marital status among the groups.

• 경영과정보연구
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• 제22권
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• pp.85-115
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• 2007

Following is discovered in this study by some. First, attribute(product/non- product) of that truth that get through experiment of this study is WOM deduced result that have statistical meaning in dependent variable which is public trust only in this study. Specially, information by word of mouth type received High positive response more with non-product information by word of mouth attribute than the product attribute in all experiment products that is parted according to involvement. Consumer's response by involvement level of product can affect for site attitude, public trust, and intention to purchase by second. For example, consumer's site attitude has induced the most positive response, and can confirm positive response of High consumer most in that involvement sensitivity product in that participation reason type product and could confirm response that is the most positive in that involvement reason product even if there is for intention to purchase. Result of this study is grasped that have High mean value relatively in site attitude, product attitude, information by word of mouth effect, public trust, brand attitude, purchase intention etc. generally that product involvement and information by word of mouth attribute are interrelation by third. This can change fairly data processing process according to consumer's Involvement Level, behavior deterministic process, consumer's action with attitude formation process, and involvement for products. High occasion than is low incline more efforts in information retrieval and is discreet result such as study finding of produce.

• 한국콘텐츠학회논문지
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• 제16권12호
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• pp.707-723
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• 2016

소비자들의 구매과정에서 타인으로부터 수집되는 구전정보는 소비자의 제품에 대한 태도와 구매행동에 영향을 미치게 된다. 소비자들이 인지하는 구전정보 특성들 중 신뢰성은 매우 중요한 요소이다. 특히 소비자들은 신뢰할 수 있는 구전채널의 정보를 선호하는 경향이 있다. 본 연구에서는 구전정보의 채널유형이 오프라인 또는 온라인으로 제시되는 각각의 상황에서, 소비자 제품태도에 미치는 영향에 있어 차이가 존재하는지, 더불어 제품관여도 및 성별에 따른 집단 간 차이가 존재하는지를 살펴보았다. 연구결과 구전정보 채널유형(온라인/오프라인)이 소비자 태도에 미치는 영향은 온라인보다 오프라인에서 더 강하게 나타났다. 또한 구전정보 채널유형과 소비자 제품태도의 관계에서 소비자 제품관여도의 조절효과는 유의한 것으로 나타났지만, 성별의 조절효과는 유의하지 않은 것으로 나타났다. 이러한 결과를 통해 기업은 소비자들을 대상으로 한 구전전략에서도 충분한 세분화전략을 고려하여야 하며, 구전의 채널이 온라인에 머무르지 않고 오프라인으로 확대 될 수 있는 방안을 모색해야 한다.

• 유통과학연구
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• 제15권12호
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• pp.61-72
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• 2017

Purpose - Despite that the importance of small enterprises' performance in the community has been magnified, no study has been conducted yet on the performance based on consumers directly faced by small enterprises. Accordingly, this study aims to investigate the relationship between the life styles of consumers who use small enterprises' stores by type and the word of mouth(WOM) effects, which are concrete behaviors of consumers. Research design, data, and methodology - The VALS classification system was utilized to classify the types of life styles of consumers who use small enterprises' stores. The consumers were divided into a total of four types. This study was intended to investigate the effects of the types of consumers on the word of mouth(WOM) effects of consumers who use small enterprises' stores along with the effects of consumers' perception of economic situations on their word of mouth(WOM) effects after using small enterprises' stores. Results - The results of the study indicated that among the types of consumers who use small enterprises' stores, the group that pursues faith and the group that pursues knowledge had positive (+) effects on favorable word of mouth(WOM) effects. However, the group that pursues trends and the group that pursues action were shown to have no effect and positive or negative perceptions of economic situations were shown to have no effects of the word of mouth(WOM) effects of users of small enterprises' stores. Conclusions - In this study, as a measure to create small enterprises' performance, word of mouth(WOM) effects on small enterprises' stores according to consumers' consumption behaviors were examined focusing on consumers. Through the study results, the groups of consumers who use small enterprises' stores by type that provide favorable word of mouth(WOM) effects were derived. And This Study aims to investigate the relationship between the four type life styles of consumer who use small enterprises' stores and the word of mouth(WOM) effect. Accordingly This study is significant in that it derived a measure to create small enterprises' performance centering on consumers and that it presented a cornerstone for the establishment of small enterprises at the government level.

• 경영과정보연구
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• 제36권5호
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• pp.195-222
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• 2017

오늘날의 경제는 모든 영역의 경계가 허물어짐에 따라 서로 다른 산업 간의 융복합화가 활발해지며 이는 모바일, 소셜 네트워크 서비스 등의 혁신을 이루어내고 있다. 이러한 기술혁명가운데 모바일과 인터넷의 장점을 결합하여 금융과 IT의 업무를 손쉽게 처리할 수 있는 오늘날 새로운 기술을 핀테크라 하며 이러한 핀테크는 금융을 의미하는 파이낸스(Finance)와 기술을 의미하는 테크놀로지(Technology)의 합성어이다. 이에 본 연구는 핀테크 이용 동기(유용성, 즐거움)가 이용자 태도, 구전의도에 미치는 영향의 전반적인 구조적 관계에 대하여 살펴보았다. 이와 더불어 혁신저항 성향에 따라 핀테크 이용 동기, 이용자 태도, 구전 의도는 어떻게 달라지는지 살펴보았다. 또한, 메시지 유형(이성적, 감성적)에 따라 핀테크 이용 동기, 이용자 태도, 구전 의도는 어떻게 달라지는지 살펴보았다. 한편, 본 연구의 주요결과는 다음과 같다. 첫째로, 핀테크 이용 동기요인의 유용성과 즐거움은 사용자태도에 긍정적인 영향을 미치는 것으로 나타났으며 이용자 태도 또한 구전의도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째로, 핀테크 이용 동기, 이용자 태도, 구전의도간의 관계는 소비자들의 혁신저항에 따라 차이가 나는 것으로 밝혀졌다. 셋째로, 핀테크 이용 동기, 이용자 태도, 구전의도간의 관계는 메시지 유형(이성적, 감성적)에 따라 차이가 나는 것으로 밝혀졌다. 연구의 결론 부분에서는 연구결과의 요약, 시사점 및 한계점, 그리고 향후 연구방향에 대해서 기술하였다.

• 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.175-187
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• 2011

People could be effected by other's recommendations when they are in making decision to buy something. This phenomenon was called as 'word of mouth effect' and proved to be very significant to change consumer's attitude because of a lack of information about products or services what they needed. And also there are two kinds of views about Brand communication. One is that Brand communication would be weakening due to less cost to search information. the other is that Brand communication would be strengthen because of a lack of sensibility to product. Therefore, the purpose of this study is to examine the function of online word of month and the effect of brand communication by adopting a concept of BRQ. As The results, First, Online word of mouth have significantly effected on consumer's attitude even though those information are all texts and have been suspicious if it is true or not. Second, consumer brand relationship quality have a influence on consumer's attitude. In conclusion, This study would give implications for companies to build marketing strategies.

• Journal of Information Technology Applications and Management
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• 제21권4호
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• pp.157-171
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• 2014

As electronic word of mouth plays an important role in purchase behavior among consumers, the number of studies on the impact of electronic word of mouth is rapidly increasing. Nevertheless, it is difficult to discover comparative studies on the mass media which had a great impact on consumer's purchase behavior before the impact of electronic word of mouth becomes greater versus the social media where electronic words of mouth are created and distributed. It is considered that it seems to be necessary to find an appropriate mutual supplement point between the media designed for a successful marketing by comparing and analyzing the existing mass media versus the social media, major media for electronic word of mouth. Therefore, this study aims to compare and analyze the impact of comments on movie revenue in the representative forms of mass media such as online news and social media blogs. In particular, this study also considers an appropriate media for promoting movies by period by comparing and analyzing the two media before and after film release. For analysis, this study collects the information on the number of comments on online news and blogs in 70 Korean movies released in 2011 and 2012 from five weeks before film release to eight weeks after film release on a daily basis via Naver. This study also collects the information on the movie revenue using the statistical data of movie industry from Korean Film Commission. As a result of empirical data analysis, it is found that the two media showed no difference in movie revenue before film release, but after film release, the impact of blogs was more significant than that of online news.

• 한국조리학회지
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• 제17권3호
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• pp.20-32
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• 2011

본 연구는 향토음식점에 대한 구전정보에 대한 고객행동을 규명하기 위하여 수행하였다. 설문조사는 전북지역 거주자 500명을 대상으로 총 455부(회수율 91.0%)를 분석에 이용하였다. 자료는 SPSS 12.0 프로그램을 이용하여 분석하였다. 연구결과 향토음식점에 대한 구전정보 중 가장 많이 활용하고 있는 정보원에 있어서는 '직접 경험해 본 주위사람들의 추천'$(M=3.57{\pm}1.24$)과 '주변사람들을 통한 구전'($M=3.52{\pm}1.20$)이 높게 나타났고, 향토음식점에 대한 구전정보를 구할 때 소비자들이 중요시하는 속성에 대해 분석한 결과에서는 '음식의 맛'($M=4.16{\pm}1.15$), '음식점의 종사원 서비스'($M=3.79{\pm}1.11$)를 가장 중요시하는 것으로 나타났다. 향토음식점을 주위사람들에게 추천을 하는 동기에 대해 분석한 결과 '맛, 영양, 품질 모두 현지에서만이 유지할 수 있으므로'($M=3.53{\pm}1.10$)가 가장 높게 나타났고, '향토음식을 통해 지역 방문 기약을 오래도록 남기기 위하여'($M=3.52{\pm}1.03$), '향토음식을 구전을 통해 적극적으로 알릴 필요가 있으므로'($M=3.51{\pm}1.06$)순으로 나타났다. 이는 소비자의 향토음식점에 대한 추천이 음식 자체의 품질과 방문지역의 특성에 있음 보여준다. 연구결과 향토음식점에 대한 고객행동에 있어 구전정보의 중요성을 시사해 주고 있다.