• Asia Marketing Journal
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• 제21권2호
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• pp.73-98
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• 2019

As information and communication technology continue its remarkable development, the exchange of information online becomes as prevalent and frequent as face-to-face communication in daily life. Therefore, the management and application of WOM (word of mouth) practices will become more important than ever to companies. Currently, there are various types of communication channels for online WOM, and each channel has its own unique traits. Most of the previous research studies online WOM by examining the information inside a single communication channel, but this research chooses two different communication channels and analyzes the effects of online WOM with each channel's unique characteristics. More specifically, this research focuses on the expectation that the effects of information from Twitter and blogs on product sales may differ because Twitter and blogs, two different communication channels for online WOM, have their own unique traits. Our particular aim is to perform an in-depth examination on the effects of communication channel's volume and valence on product sales, two important attributes of online WOM. Furthermore, while most of the empirical research focuses on online WOM and analyzes its effect on markets of temporary experience goods, such as movies and books, this research highlights focuses on the automobile market, a durable goods market. The results of our analysis are as follows: First, regarding blogs, a positive valence significantly and positively affects the sales of products, and this result indicates that consumers are influenced more by the emotional aspect of a product presented in a post than by the number of blog posts. Second, regarding Twitter, the volume of online WOM significantly and positively affects sales, an indication that as the number of posts increase, the sales increase. Through this research, we suggest that even those firms that sell durable goods can increase sales through the management and application of online WOM. Moreover, according to the characteristics of communication channels, the effects of online WOM on sales differ. As a practical implication of this research, we suggest that companies can and should create marketing strategies appropriate to their targeted communication channels.

• 유통과학연구
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• 제20권11호
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• pp.33-45
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• 2022

Purpose: The development of online shopping trends in Indonesia is increasing, and Tokopedia is becoming one of the most popular e-commerce websites. The purpose of this study is to obtain empirical evidence whether mobile shopping, customer review, perceived credibility, and Korean celebrity endorsement affect online purchase decision, whether online purchase decision affects customer satisfaction, and whether customer satisfaction affects brand loyalty of customers in Tokopedia e-commerce. Research Design, data and methodology: Quantitative survey with data was collected using an online questionnaire with sample characteristics were Tokopedia customers who lived in Jakarta by 385 samples using the purposive sampling method, and data analysis was conducted using the Smartpls application program version 3.0. Results: Mobile shopping, customer review, and perceived credibility had positive effects on online purchase decision at Tokopedia in Jakarta. However, Korean celebrity endorsement did not have a positive effect on online purchase decision at Tokopedia in Jakarta. Furthermore, online purchase decision had a positive effect on customer satisfaction at Tokopedia in Jakarta, and customer satisfaction had a positive effect on brand loyalty at Tokopedia in Jakarta. Conclusions: This study proposes significant implications for maintaining customer relationships to achieve purchasing decision, customer satisfaction, and brand loyalty in the e-commerce industry.

• 한국IT서비스학회지
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• 제17권4호
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• pp.1-19
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• 2018

Effective internal communication is known to have a positive impact on business performance, but there is a lack of research on the effects of online channels for workplace communication. This study using regression analysis examines how task-technology fit, information richness, self-efficacy, perceived ease of use, and perceived usefulness related to online communication channels affect not only the satisfaction with the tools but also the effectiveness of them. Additionally, we verify how the organizational culture of online and offline communication shows the control effect. As a result, all five variables were positively correlated with internal communication channels satisfaction, and we found that the organizational culture of online and offline communication controls the relationship between online communication channels satisfaction and effectiveness.

• Archives of Plastic Surgery
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• 제34권6호
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• pp.697-704
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• 2007

Purpose: The objective of the study is to identify plastic surgeons' views on the effects of online communication between doctors and patients.Methods: Cross-sectional online survey of members of the Korean Society of Plastic and Reconstructive Surgeons was made to identify their evaluation on the accuracy and the relevance of the internet health information and their perceptions of the effects of discussing the information with the patients on time-efficiency, requests for specific interventions, health outcomes, and the doctor-patient relationship. A questionnaire with 25 items was sent to the surgeons' e-mails, and 111 replied. SPSS Win version 12.0 was used to analyze the statistical differences and meanings among data.Results: The percentage of the plastic surgeons who were experiencing the online communication was 65.8%, and the most frequent medium used was homepage of the clinic/hospital. Even though the percentage of the plastic surgeons who were using the online communication for their everyday practice was high, the percentage of patients who visited the clinic/hospital after using the website of the clinic/hospital was relatively low. The effects of online communication on doctor-patient relationship were neutral in 40(36.0%) and positive in 39(35.1%). The effects on the efficiency of the practice was positive in 45(40.5%), and the effects on the quality of care and the patients' outcome were positive in 46(41.4%) respectively.Conclusion: The ratio of surgeons who are experiencing the online communication is relatively high, whereas the ratio of patients who are using online communication is low. Most of plastic surgeons are positive on the effects of the online communication on doctor-patient relationship, quality of care, and patients' outcome.

• 한국컴퓨터정보학회논문지
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• 제21권7호
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• pp.77-83
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• 2016

This study aims to examine the effects of communication, mindfulness, and self-efficacy on the performance of online collaboration. The survey method was used for this study, and data from a total of 80 university students were used for the analysis. And structural equation model was used to analyze the data. The results of this empirical study is summarized as followings. First, communication and mindfulness have positive effect on self-efficacy. Second, communication do not have a direct effect on online collaboration performance but self-efficacy mediates the communication effect. Third, mindfulness do not have a direct effect on online collaboration performance but self-efficacy mediates the mindfulness effect. In this study, we suggested the importance of self-efficacy in building the performance of online collaboration.

• 인터넷정보학회논문지
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• 제18권5호
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• pp.103-112
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• 2017

Work engagement and job burnout are crucial problems in Korea, particularly in the business environment, and they also indicate people's motivation. Online-based teams in e-business also have these issues. Especially the role of the leader in this new type of teams is more crucial for members' motivation, behavior, and performance. Contingency leadership theories posit that different situations need different traits or behaviors of a leader. For an online-based team, which is internet-based team in e-business, a leader should use specific communication strategies to enhance a team's performance and members' motivation. In an online-based team and an offline-based team, the ways in which leaders motivate members will be different. This paper suggests particular communicative strategies for leaders of online situations. Online-based team members communicate using mobile phones or IT tools, and leaders mayinfluences members in virtual meetings. Moreover, online-based leadership needs to be more entrepreneurial and risk encouraging, and less conservative than offline-based leadership. In addition, online-based leadership should be energetic, decisive, adaptable, and inspiring, and furtherutilize communication tools such as being more gregarious/talkative, assertiveness, linguistic diversity and affect. This paper explains the roles of communicative elements such as coordination, expression, direction-giving/uncertainty reduction, empathy, meaning-making, satisfaction, and competence to decrease job burnout and to increase work engagement. The purpose of this study is to suggest communication strategies' differentiated influences on work engagement and job burnout in an online-based team.

• 유통과학연구
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• 제19권7호
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• pp.5-17
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• 2021

Purpose: The distribution of goods and the flow of information, determined by consumer behavior toward online shopping, is drastically popular worldwide. This study examines some factors such as brand trust, online sales promotion, consumer personality, delivery service, quality assurance, information search, and online consumer satisfaction influence online shopping behavior. Research design, data, and methodology: A constructed questionnaire in an online survey was conducted with 241 random cluster respondents in the greater Jakarta Area. Structure equation model was utilized to analyze and verify all the data. Results: Research finding indicates online sales promotion, delivery service, quality assurance, and online consumer satisfaction positively influence information search. Meanwhile, brand trust, quality assurance, and information search positively influence online shopping behavior. However, the result illustrates that consumer personality negatively influences both information search and online shopping behavior. Conclusions: To influence online shopping behavior, the most important factors that need to be considered by marketplaces are quality assurance. It positively motivates Indonesia's citizens to collect information and make unplanned purchases. The study finding can be a reference for brands to maintain and build outstanding product quality, an informational website, and an excellent marketing strategy so that customers can meet their expectations. Besides, it also broadens both companies' and individuals' knowledge about the digital revolution on consumer behavior.

• International Journal of Internet, Broadcasting and Communication
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• 제13권2호
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• pp.127-135
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• 2021

The goal of this study was to explore the use of multiple SNS platforms and determine whether the number of used platforms affects one's online self-presentations across the said platforms and if there is any difference in one's online and offline self-presentations based on how many SNS platforms are used. This work studied online self-presentations, compared the on/offline ones and tried to find out if the inconsistencies of one's own (observer's) self-presentations both online (across platforms) and on/offline affected the observer's impression formation (likability, trustworthiness and hypocrisy) of others. The study also aimed to find out if the impression of the others' inconsistency both online and offline would differ based on the level of intimacy between the observer and the discussant. Three levels of intimacy were studied in order to do this: friends, acquaintances and strangers (online-only friends). The results showed that the more platforms people used the more inconsistent their online self-presentations got. Even though the results of the study showed barely significant relationship between the number of SNS accounts and one's online and offline self-presentation, and partial connection between observer's inconsistent self-presentations and impression formation of others, interestingly enough, the results managed to find significant differences between the impressions based on the level of intimacy between the observer and the discussants.

• 유통과학연구
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• 제18권3호
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• pp.77-85
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• 2020

Purpose: This study examined marketing value as online word-of-mouth media in the foodservice industry, and it did research on online word-of-mouth (e-WOM) communication marketing schemes using mass communication in the industry. The study is also intended to investigate the impact of electronic word-of-mouth (e-WOM) information and communication on product awareness risks, benefits, and word-of-mouth (WOM) impacts on restaurant consumers. Research design, data, and methodology: The analysis was conducted on a valid questionnaire of 425 menu product consumers. The survey was conducted for two months in March 2019. The collected data was analyzed using SPSS and hierarchical regression analysis was applied. Results: It did empirical research on the reciprocal casual relations to online and the existing word-of-mouth communication that have to be preceded to understand characteristics of online word-of-mouth communication for the purpose of this study. The result is summarized as follows. First, the online word-of-mouth (e-WOM) effect on product recognition risk shows the statistically significant effect of information sender characteristics, information recipient characteristics, and online word-of-mouth (e-WOM) communication on product recognition risk. Second, the influence of online word-of-mouth (e-WOM) on product risk benefits shows that the information sender characteristics, the information receiver characteristics, and online communications have a statistically significant effect on product risk benefits. Third, online word of mouth risk recognition had a statistically significant effect on word of mouth acceptance. Fourth, online risk benefit had a statistically significant positive effect on word of mouth (WOM) effect. Conclusions: The communication between online word of mouth (e-WOM) sender and recipient had a positive influence on the product evaluation and attitude change in the foodservice industry, and the word-of-mouth (WOM) effect affected financial and non-financial performance. The results mentioned above indicated that the communication between the sender of the information and the receiver of the information had a positive effect on the product evaluation and attitude change of the menu consumer, and the word-of-mouth (WOM) result affected the financial. Therefore, the online word-of-mouth (e-WOM) effect has a positive effect on the word-of-mouth (WOM) effect of menu products when performed simultaneously and positively between the information sender and the information receiver.

• 한국언론정보학보
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• 제26권
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• pp.105-134
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• 2004

본 논문은 온라인 신문의 이용에 대한 1999년과 2004년의 장기적인 변화를 분석한 연구이다. 이를 위해 이용과 충족 접근 방식을 통하여 온라인 신문 이용자들의 이용 동기는 무엇이며 온라인 뉴스의 이용과 만족도에 5년 동안의 변화를 살펴보았다. 온라인 신문의 이용동기는 '정보/편리성, '상호작용성, '여가성'의 3가지 요인으로 추출되었다. '정보/편리성'은 온라인 신문의 이용 동기와 만족도에서 1999년보다 2004년에 낮아졌으며, '상호작용성'과 '여가성'은 높게 나타났다. 온라인 신문에서 뉴스지 이용 정도에서는 전체적으로 1999년보다 2004년에 낮게 나타났다. 종류별 온라인 뉴스의 이용 정도에서 1999년에는 '톱', '정치' 등의 순이었고, 2004년에는 '사람들', '오피니언'으로 순으로 높게 나타났다. 온라인 뉴스의 종류별 만족도에서 1999년에는 '톱', '경지, '정보/과학'이 높았고 2004년에는 '사람들', '오피니언 '방송/연예'가 차지했다.