• Title, Summary, Keyword: 구전정보

Search Result 235, Processing Time 0.045 seconds

Factor Analysis of Word-of-Mouth Information Acceptance about International Tourism Service through Social Media (소셜 미디어를 통한 국제관광 서비스 구전정보의 수용요인에 대한 실증분석)

  • Zhang, Zhe;Kim, Hag-Min
    • International Commerce and Information Review
    • /
    • v.15 no.4
    • /
    • pp.391-418
    • /
    • 2013
  • The development of web 2.0 technologies created the popularization of social media. People use social media for information communication with many purposes. Under such an environment, this paper examines the acceptance of word-of-mouth information dissemination through social media. The determinants of acceptance and the effect of acceptance on purchase intention as the result of information on social media pertaining to overseas tourism are researched in detail. The consumer choice for international travel involves a decision making with high uncertainty and thus people are using the word of mouth information strongly. Empirical analysis using SPSS, AMOS analysis software was performed on sample data consisting of 385 collected surveys. This paper shows the neutrality of eWOM, the professionalism of senders, and that the practicability of eWOM significantly affects the acceptance of the information. In addition, the acceptance of eWOM information has a significant effect on the spread of eWOM and customers' purchase intention. The paper shows that the practicability of information and the professionalism of word-of-mouth information should be improved.

  • PDF

SNS상의 온라인 구전정보의 특성이 가정용 안면피부미용기기 구매의도에 미치는 영향

  • Kim, Do-Hui;Hwang, Bo-Yun
    • 한국벤처창업학회:학술대회논문집
    • /
    • /
    • pp.46-46
    • /
    • 2017
  • 최근 경기 침체에 불구하고 피부관리에 아낌없이 투자하는 소비자들이 늘어나면서 가정용 안면피부미용기기 (뷰티디바이스) 열기가 거세다. 시간과 장소에 제약이 없이 가성비가 뛰어난 가정용 안면피부미용기기 시장은 지난해 약 1000억으로 전년 대비 약 25%의 성장을 보이고 있으며 당분간 이 열기는 지속될 것이다. 본 연구는 이런 가정용 안면피부미용기기 시장이 이제 막 주목받고 있는 분야임에도 불구하고 연구된 바가 거의 없다. 라서 본 연구는 기업의 중요한 마케팅수단인 SNS의 구전 정보의 특성이 가정용 안면피부미용기기 (뷰티디바이스) 구매의도에 어떠한 영향을 미치는가를 분석하고 구매의도에 중요한 역할하는 소비자의 태도가 어떤 매개역할을 하지는 분석하여 성장해가고 있는 가정용 안면피부미용기기(뷰티디바이스) 창업기업의 마케팅 전략에 기여할 것으로 판단된다. 연구모형에 있어서 SNS의 구전정보의 특성으로는 구전정보의 방향성, 구전정보의 수량, 구전정보의 내용 품질, 구전정보의 유형 들로 독립변수를 설정하였고, 종속변수인 구매의도사이에 매개변수로서 소비자태도를 선정하였다. 서울지역 여성 소비자들 중에서 가정용 안면 피부 미용기기를 사용해 본 경험이 있는 조건부 불특정 다수를 대상으로 150개의 표본을 추출하였다. 분석 방법은 확인적 요인분석과 크론바하 알파 계수로 변수의 타당성, 신뢰성 분석을 하고 경로분석을 통하여 변수간 가설 검정을 분석중에 있다.

  • PDF

The Antecedents of eWOM Credibility and Its Impact on Secondary eWOM Intentions -Focused on the Moderating Effects of eWOM Involvement- (온라인 구전 신뢰성의 선행요인과 2차 구전의도에 미치는 영향 -온라인 구전 관여도의 조절효과를 중심으로-)

  • Zhang, Hai;Park, Ju-Sik
    • Management & Information Systems Review
    • /
    • v.34 no.1
    • /
    • pp.81-101
    • /
    • 2015
  • This study considered eWOM communication not as persuasion process but as diffusion process and identified factors affecting eWOM spread. eWOM diffusion process can be divided into initial transmitting process and retransmission process. The current study analyzed the effects of informational traits(level of agreement, vividness, neutrality) of eWOM on the intention to retranmit eWOM and moderating effect of eWOM involvement. Research sample was gathered from young people because they are familiar with online communication process. Statistical analysis showed informational traits of eWOM all had a significant effects on the credibility of eWOM, credibility of eWOM influenced on the intention to retransmit eWOM significantly, and eWOM involvement moderated the relation between information traits of eWOM and the intention to retransmit eWOM. And then academic and managerial implication was discussed based on these findings.

  • PDF

The Effects of Word-of-Mouth Channel Types on Product Attitude (구전정보 채널유형이 소비자 제품태도에 미치는 영향)

  • Yu, Jiaohui;Park, Yoonseo;Kim, Yongsik
    • The Journal of the Korea Contents Association
    • /
    • v.16 no.12
    • /
    • pp.707-723
    • /
    • 2016
  • The purpose of this study is to focus on the effects of different channel types of Word-of-Mouth on the product attitude. Additionally, the product involvement and gender are considered as moderating variables. The results of this study show that different word-of-mouth channel types have different effects on the product attitude, that is, off-line has more influence than on-line does. Also the product involvement moderates the relationship between the channel types of word-of-mouth and the product attitude, while the gender does not. The results imply that while building the word-of-mouth marketing strategy, companies should not only pay attention to the on-line media channel, but lay importance on the off-line communication channel.

온라인 구전 품질 속성이 인지된 구전정보 가치에 미치는 영향분석

  • Kim, You-Kung;Han, Hyun-Soo
    • Proceedings of the Korea Society of Information Technology Applications Conference
    • /
    • /
    • pp.143-154
    • /
    • 2007
  • 인터넷이 대중화대면서 온라인 쇼핑이 가능해졌고 구매자들은 인터넷을 통해 구매와 관련 된 경험, 서비스 등을 다른 사람들과 공유할 수 있게 되었다. 인터넷 쇼핑의 특성상 제품을 직접 눈으로 보고 만져 볼 수 없기 때문에 온라인 구전(Online Word of mouth)이 상품 구매 판단의 잣대로 활용되고 있다. 따라서 본 연구에서는 온라인 쇼핑몰에서 구전 정보 특성이 구매자들의 인지된 구전 정보 가치에 영향을 미치는지 실증적으로 분석하였다. 구전정보의 객관성, 관련성, 신빙성, up-to-dateness는 인지된 구전정보가치 즉 구매 불확실성 감소에 긍정적인 영향을 주었다. 구매 불확실성 감소는 온라인 쇼핑몰의 신뢰에 긍정적인 영향을 미쳤다.

  • PDF

The Moderating Effect of Visual Cues in eWOM on the Relationship between Perceived Risk and Purchase Intention (위험지각과 소비자의 구매의도의 관계에 대한 온라인 구전정보의 시각적 단서의 조절효과)

  • Ahn, Sun Young;Hong, JungHwa
    • Journal of Digital Convergence
    • /
    • v.16 no.11
    • /
    • pp.281-288
    • /
    • 2018
  • The current study examined the moderating effect of visual cues in eWOM on the relationship between perceived risk and purchase intention. Specifically, the study tested the different directions of the moderating effect in positive and negative eWOM. Two studies from a 2 (perceived risk: high vs. low) by 2 (visual cue: presence vs. absence) experimental design were used with online subjects. Findings from study 1 (n=123) supported that visual cues in positive eWOM help to reduce the negative effect of perceived risk on purchase intention. However, study 2 (n=122) showed that visual cues in negative eWOM intensify the negative effect of perceived risk on purchase intention. The findings demonstrated that visual cues in eWOM influence consumers' decision under high risk conditions. We discussed findings of this study how visual cues in positive and negative eWOM can be strategically managed for new online sellers.

Study on the Influence of Online WOM Information Characteristics on the Intention of Information Acceptance and also Re-WOM: Focused on the Receiver's Expertis (온라인 구전정보특성이 정보수용의도와 재구전 의도에 미치는 영향에 관한 연구: 수신자의 전문성을 중심으로)

  • Kim, Ji-Sook;Kwon, Hyeok-Gi
    • Journal of the Korea Industrial Information Systems Research
    • /
    • v.21 no.6
    • /
    • pp.81-93
    • /
    • 2016
  • An actual analysis was made regarding how different the effect of the online WOM information characteristics on the expansion of the WOM information characteristics was depending on the level of the receiver's expertise in consideration of the sender's expertise, the vividness and Consensus of WOM information which can affect the acceptance of WOM information in this study. To begin with, the analysis results showed that the online WOM information characteristics had the positive effect on the information acceptance intention in proportion to the sender's expertise and the vividness and Consensus of WOM information. Secondly, the information acceptance intention was found to have a positive effect on the re-WOM intention. Finally, the level of receiver's expertise was found to control the effect of the online WOM information characteristics on the information acceptance intention.

A Study on the Impacts of WOM Information Characteristics on WOM Effect (온라인 구전정보의 특성이 구전효과에 미치는 영향에 관한 연구)

  • Choi, Young Min;Bae, Sang-Wook
    • Journal of the Korea Academia-Industrial cooperation Society
    • /
    • v.17 no.2
    • /
    • pp.307-314
    • /
    • 2016
  • This study empirically validate the impacts of WOM information characteristics on the WOM effect in accordance with SNS media due to the increased the WOM role under SNS. The key results showed that the more vivid, negative, and objective WOM information was, the more positive impacts on the intention to adopt information. In addition, the intention to adopt information had a positive impact on the re-WOM intention. Second, there was no significant difference between Facebook and Blog groups regarding the impacts of the WOM information characteristics on the WOM effect. This can be inferred from the fact that consumers recognize all SNS media as a single online medium regardless of their characteristics in the process of accepting and spreading information. Based on these results, this research drew the following implications. It conceptualized the information characteristics factors that influence the online information acceptance process and the relationship with WOM effects by focusing on SNS and high-tech products that are rapidly emerging. This study is also significant because it attempted to expand the characteristics of WOM information and WOM effects to Facebook and blogs, which are SNS media, and proposed a future research direction.

The effects of eWOM Characteristics on Credibility, eWOM Acceptance and Purchase Intentions (온라인 구전 특성이 신뢰, 구전수용 및 구매의도에 미치는 영향)

  • Lee, Sang-Hyun;Jeong, Yong-Gil
    • The Journal of the Korea Contents Association
    • /
    • v.16 no.9
    • /
    • pp.545-559
    • /
    • 2016
  • Recently consumers to access various Word-Of-Mouth information on online. And eWOM (eWOM : electronic Word-Of-Mouth) information had an important effect on consumer attitude(purchase intention). The purpose of this study is to investigate what the general characteristics of eWOM and the effects of how these factors will affect credibility, eWOM acceptance and purchase intention. In this study, the model contains information characteristics variables(consensus, newness), community characteristics(tie strength, interaction) on eWOM characteristics. This study makes contributions as follows. First, information consensus had not effect on credibility. Second, information newness and community characteristics(tie strength, interaction) had a significant on credibility. Third, credibility is the important factor on eWOM acceptance. Lastly, eWOM acceptance had a considerable influence on purchase intentions.