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Full-Text Articles in Business
소비자의 부정적 브랜드 루머의 수용과 확산, Won Jun Lee, Han Suk Lee
소비자의 부정적 브랜드 루머의 수용과 확산, Won Jun Lee, Han Suk Lee
Asia Marketing Journal
Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies` brand management today is the brand related rumor. An important influence on consumers` purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other`s recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of …
소비자 혼란이 분노를 통해 구전, 신뢰에 미치는 영향, Sun Jung Moon, Bo Hyeon Kang, Soo Hyung Lee
소비자 혼란이 분노를 통해 구전, 신뢰에 미치는 영향, Sun Jung Moon, Bo Hyeon Kang, Soo Hyung Lee
Asia Marketing Journal
Companies are competing each other, and as the competitions became higher, consumer`s information processing for purchase became more complicated. Consumer confusion problem is getting more serious, but there are still not much considerations on this problem. The purpose of this study is to find out that the consumer confusion can causes consumer`s negative emotion(anger). This research studied the mediation effect of negative emotion on the relationship between consumer confusion, which was classified into three categories, and two consequences, word-of-mouth and trust. And also it concentrates on moderating effects of negative affectivity and intolerance of uncertainty in the relationship between consumer …
하이테크 제품에 대한 소비자의 주관적 평가와 객관적 정보 구전 활동에 대한 연구, Jai Hak Chung
하이테크 제품에 대한 소비자의 주관적 평가와 객관적 정보 구전 활동에 대한 연구, Jai Hak Chung
Asia Marketing Journal
Consumers influence other consumers` brand choice behavior by delivering a variety of objective or subjective information on a particular product, which is called WOM (Word-Of-Mouth) activities. For WOM activities, WOM senders should choose messages to deliver to other consumers. We classify the contents of the messages a consumer chooses for WOM delivery into two categories: Subjective (positive or negative) evaluation and objective information on products. In our study, we regard WOM senders` activities as a choice behavior and introduce a choice model to study the relationship between the choice of different WOM information (WOM with positive or negative subjective evaluation …
온라인 고객 리뷰의 분류 항목별 차이 분석, So Young Yang, Hyung Su Kim, Young Gul Kim
온라인 고객 리뷰의 분류 항목별 차이 분석, So Young Yang, Hyung Su Kim, Young Gul Kim
Asia Marketing Journal
Both companies and consumers are highly interested in on-line customer reviews which enable consumers to share their experience and knowledge about products. In this study, after classifying real reviews into context units and deriving categories, we analyzed differences between categories based on channel(manufacturers` homepage/ shopping mall), product attribute(search/experience) and price(high/low). The method to derive categories is based on roughly adopting constructs of ACSI model and elaborate and repetitive classification of real reviews. We set up the classification category with 3 levels. Level 1 consists of product and service, level 2 consists of function, design, price, purchase motive, suggestion/user-tip and recommendation/repurchase …
고객 정보참여 행동의 결정요인과 관여의 조절역할, You Jae Yi, Soo Jin Lee
고객 정보참여 행동의 결정요인과 관여의 조절역할, You Jae Yi, Soo Jin Lee
Asia Marketing Journal
The purpose of this study was to investigate the determinants of customers` information engagement, the behavior pattern from WOM to cooperation, and the moderator in the behavior pattern. The proposed three determinants, boundary personnel`s citizenship behavior, satisfaction, and commitment were significant antecedents to WOM, but not to cooperation. The path coefficient from WOM to cooperation was significant and hereby the voluntary level of cooperation was found as a higher level of voluntary behavior than WOM. Additionally, the path from WOM to cooperation was moderated by customer involvement, as the path coefficients from WOM to cooperation varied by the level of …