외식 정보 온라인 구전 특성이 구전 효과에 미치는 영향 -정보원 신뢰도의 매개 역할을 중심으로-

신서영 ( Seo Young Shin ),이범준 ( Bum Jun Lee ),차성미 ( Sung Mi Cha ) 한국식품영양학회 2011 韓國食品營養學會誌 Vol.24 No.2

The current research identified the impacts of WOM(Word-of-Mouth) regarding dining experience and the factors which were likely to influence them. Specifically, this study is examined from the perspective of WOM recipient`s in on-line settings. For the purpose of this research, online survey was used and a total 203 online questionnaires of respondents who had experienced restaurant reviews and recommendations via internet last 6 month were analyzed. Overall, the results indicated that in aspects of WOM recipients, the impacts of WOM were ``visit intention``, ``re-WOM intention`` and ``source credibility`` affected ``WOM acceptance`` in this process. Additionally, ``online homophily`` and ``message vividness`` had a positive effects(p<0.001) on builiding source credibility. By clarifying the process between on-line WOM of restaurant consumers and their actual visit, this study intend to provide basis which can be used for restaurant industry`s effective marketing activity.

인플루언서 정보원천, 메시지 측면성, 소비자 조절초점이 인스타그램 화장품광고 온라인 구전의도에 미치는 효과

임세원 ( Se-won Lim ),황선진 ( Sang-in Han ),한상인 ( Sun-jin Hwang ) 한국패션비즈니스학회 2021 패션 비즈니스 Vol.25 No.5

Nowadays, the cosmetic and fashion industries are paying attention to influencer marketing on Instagram. In this study, we determined whether electronic word of mouth (e-WOM) communications were affected by the following parameters: the influencer’s information source, message sidedness, and consumer's regulatory focus. The experimental design of this study is a three-way mixed ANOVA, which comprises of 2 (influencer information source: expert vs general consumer) X 2 (message sidedness: two-sided message vs one-sided message) X 2 (consumer regulatory focus: promotion focus vs prevention focus) structure. The data for this research study was obtained by distributing a questionnaire to 410 subjects. The participants were aged between 20 and 39 years and lived in Seoul and Gyeonggi areas. In total, the data of 396 subjects was analyzed with the help of SPSS 25.0 statistical program: frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis were performed. The analysis results were as follows: First, influencer information sources and consumer regulatory focus exhibited a significant interaction with consumers' e-WOM intentions. Second, message sidedness and consumer's regulatory focus exhibited a significant interaction with e-WOM intentions. Third, influencer information source and message sidedness exhibited a significant interaction with consumers' e-WOM intentions. Based on these findings, the type of influencer’s information source and the consumer’s regulatory focus was taken into consideration while marketing cosmetics on Instagram. Moreover, influencer marketing strategies must be used to evaluate message sidedness. This would help us gauge the consumer’s attitude towards advertisements.

일반논문 : SNS 구전의 특성이 관객의 영화선택에 미치는 영향

이수빈 ( Su Bin Lee ) 한국영화교육학회 2013 영화교육연구 Vol.15 No.-

The study aims to explore the word of mouth (WOM) effect of SNS, one of the core WOM channels of today, on the movie audience. Previous studies have supported that audience consider WOM important when they choose a movie, because a movie is the consumer good well as the experience good. As an extension of the exiting literature, our study aims to analyze the SNS effect as WOM on the audience`s movie selection. Based on the results of previous findings, the potential mediating factors are further defined as: characteristic of the WOM source, multimedia aspect of the WOM, issue generability of the WOM message and the spreadability of the WOM message. The characteristic of the WOM source is further divided into the acquaintance and the authority/celebrity figure. The effect is defined as the final selection of the movie by the individual audience, and the mediating effect is defined significant when the WOM via SNS affects the WOM effect. The hypotheses are established based on the principles and the empirical study was followed in the form of survey. The empirical analyses show that the all five factors of WOM via SNS have significant effect in establishing the reliability of the WOM process, so does the reliability of the WOM via SNS on the audience`s movie selection. Finally, the direct mediating effect of the characteristic of the SNS WOM on the audience`s movie selection is also found significant. Our study analyzes the unique characteristics of the WOM via SNS, which is and should be differentiated from the WOM through traditional online media other than the SNS. Furthermore, the study finds empirical supports of the effect of WOM via SNS on the audience`s movie selection to raise the importance of utilizing SNS in movie industry. In terms of movie marketing, when approaching the potential audiences, who are the users of SNS, the marketers need to consider unique factors specific to WOM via SNS. As asserted, the study is especially meaningful in its implication of effect of WOM via SNS on the movie selection, and its utilization in the movie marketing.

외식기업의 정보원천이 신뢰, 구전의도, 그리고 온라인 구전의도에 미치는 영향

조미옥,유연우,김은정 한국프랜차이즈경영학회 2022 프랜차이즈경영연구 Vol.13 No.3

Purpose: In the restaurant sector, it has been known that consumers’ positive perception of brands influences their positive WOM intention, and information sources play an important role in increasing credibility by enhancing consumer awareness and developing differentiated brands. This study examines the effects of information sources (e.g., advertisement, WOM, SNS) on trust (cognitive and affective) and, WOM and eWOM intention in the restaurant context. In the model, cognitive and affective trust play mediating roles in the relationships between information sources (e.g., advertisement, WOM, SNS) WOM and eWOM intention. Research design, data, and methodology: Research models and hypotheses were developed according to the research direction. The survey questionnaire items were developed and used appropriately according to the contents of this paper based on prior studies. All constructs were measured with multiple items developed and validated in prior studies. A total of 502 responses were collected from an online survey. The research model was evaluated using SmartPLS 4.0. Frequency analysis was performed to understand the demographic characteristics of the survey respondents. The reliability, convergent validity, and discriminant validity were assessed using measurement model analysis. The proposed model was verified using the structural equation model. Results: Advertisement, WOM, and SNS information sources all had a positive effect on affective trust, whereas only WOM had a significant effect on cognitive trust. In addition, affective trust had a positive effect on cognitive trust and eWOM intention but did not affect WOM intention. Finally, cognitive trust was found to have a positive effect on both WOM intention and eWOM intention. Conclusions: This study redefines the concept of where restaurant service companies should focus when providing consumers with information about their products and services. As a result, the conceptual framework of positive word of mouth intention to increase new customer visits to the restaurant brand has been expanded. In addition, this study not only presents an information source management strategy for restaurant brands, but also presents practical implications for resource allocation guidelines for customer management in the restaurant sector.

인터넷구전커뮤니케이션에 대한 정보원의 신뢰성이 브랜드자산에 미치는 영향

윤영일(Young Il Yoon),하동현(Dong Hyun Ha) 한국호텔외식관광경영학회 2010 호텔경영학연구 Vol.19 No.4

Brand equity and internet WOM communication were subjects on which all hotel enterprises put the highest emphasis and considered establishment of powerful brand equity as their highest priority task. Hotel enterprises utilized internet WOM communication as a means of reinforcing their brand equity, and brand equity was affected in accordance with the source credibility to internet WOM communication. Therefore, the need of research on how the source credibility to internet WOM communication influenced the establishment of brand equity was recognized. Accordingly, this study aimed to closely examine such influence through empirical analysis by categorizing the source credibility into expertise and trustworthiness. 1,000 copies of survey questionnaire produced through preliminary investigations and mock survey were distributed to customers of five-star hotels located in Seoul, Pusan, Kyongju and Jeju over 25-day period from February 12 to March 8. Among the 962 questionnaires completed by the customers who used aforementioned hotels through internet WOM, 420 valid questionnaires were subjected to final analysis. Frequency analysis, factor analysis, reliability analysis, validity analysis and structural equation model analysis, etc. were carried out by using SPSS 11.5 and AMOS 4.0.

사회적 거리, 정보원의 전문성이 온라인 구전으로 인해 형성된 브랜드 태도 및 구매의도에 미치는 영향

이형록 ( Hyung Rok Lee ),김재진 ( Jae Jin Kim ) 한국유통경영학회(구 한국유통정보학회) 2015 유통정보학회지 Vol.18 No.4

Purpose: The purpose of this study is as follows. First, the study tried to analyze the moderating effects of social distance and source expertise that is predicted to bring differences to brand attitude created through e-WOM. And second, tried to analyze the influence of brand attitude on purchase intention. Research design, data, and methodology: The collected data was analyzed using SPSS 22.0. Before testing the hypothesis, confirmatory factor analysis was conducted to test the construct validity of measurement items. Hypothesis about interaction effects between variables was verified using ANOVA and hypothesis about effects of brand attitude on purchase intentions was verified through regression analysis. Results: The result of this study is as follows. First, there was significance in the verification of interaction effects between direction of e-WOM and social distance. Second, there was also significance in the verification of interaction effects between direction of e-WOM and source expertise. Thus it can be said that brand attitude formed through e-WOM can defer according to social distance and source expertise. Third, it was confirmed that brand attitude had a positive (+) effect on purchase intentions. Conclusions: The implications of this study are as follows. Many studies regarding e-WOM focused on and studied direction of word-of-mouth messages and the characteristics of the messages themselves. However this study focuses on source related variables and verified that elements such as social distance and source expertise can bring differences in brand attitude. Also it was confirmed that variables related to source expertise is an important variable that can bring differences to brand attitude creation.

1인 미디어의 공신력 판단기준에 대한 세부요소 분석: 뷰티유튜버를 중심으로

이혜린 ( Lee Haeryn ),양미현 ( Yang Mi Hyun ),최지희 ( Choi Jihee ),김다은 ( Kim Daeun ),장수연 ( Jang Su Yeon ) 한국소비자학회 2019 소비자학연구 Vol.30 No.6

본 연구는 유튜브 온라인 구전 상황에서 소비자들이 정보원천인 유튜버의 공신력을 어떠한 기준으로 평가하고 이러한 기준이 구전효과에 어떠한 영향을 미치는 지에 대해 뷰티유튜버의 영상을 중심으로 고찰하였다. 유튜브는 소비자들이 온라인 정보검색 서비스 1위인 구글 다음으로 많이 찾는 매체이고 기존 온라인 구전의 특징과는 다른 특성인 구전 발신자 신원의 확실함을 지니고 있다는 특이점이 있다. 뷰티유튜버의 경우, 여성 소비자의 외모 관리 및 구매행동에 막강한 영향력을 행사하는 것으로 알려져 있다. 이로 인해 많은 화장품 회사들이 뷰티유튜버를 통해 자사 제품을 홍보하고 있으며 더 나아가 이들과의 협업을 통해 새로운 제품을 개발하고 또 이를 뷰티유튜버를 통해 홍보, 판매하고 있다. 따라서 유튜브 온라인 구전 상황에서 소비자들이 정보원천의 공신력을 어떻게 판단하고 이것이 구전효과에 어떠한 영향을 미치는 지를 알아보는 것은 필요하다. 이를 위해 심층면접 방법을 통해 정보원천의 공신력 판단 기준과 이에 따른 구전효과에 대해 구체적으로 살펴보고자 한다. 심층면접 결과, 소비자들은 뷰티유튜버 영상을 시청하는 상황에서 정보원천의 공신력을 판단하는 자신만의 기준을 가지고 있었다. 정보원천의 공신력은 크게 전문성, 신뢰성, 매력성으로 구분될 수 있다. 먼저 전문성에 영향을 미치는 요소는 언어적 표현, 화장기술, 유명도, 협찬으로 나타났다. 다음으로, 신뢰성에 영향을 미치는 요소는 유명도, 제품에 대한 태도, 콘텐츠의 일관성, 다른 시청자들의 동조, 협찬으로 나타났다. 마지막으로 매력성에 영향을 미치는 요소는 개성, 친근감, 유사성, 애호성으로 나타났다. 또한 자신이 판단한 정보원천의 공신력에 따라 다른 구전효과가 존재하는 것으로 확인되었다. 특히 유사성이 높을수록 높은 구전효과를 가지고 있었다. 본 연구는 정성적 연구를 통하여 유튜브라는 특수한 구전상황에서 소비자들이 판단하는 정보원천의 공신력 기준에 대해 알아보고 이를 유형화하였다는데 의의가 있다. 또한 이를 통해 유튜브 온라인 구전 상황에서 소비자에 대한 이해를 높이고 더 바람직한 소비환경 마련을 위해 기여할 수 있다. 이러한 연구결과는 실무적 측면에서 시사점을 제공하고 이에 대한 이해의 폭을 넓혀주는 계기가 될 것이다. YouTube is the second most popular online information search service for consumers, after Google. In addition, YouTube has the characteristics of both traditional e-WOM and offline WOM, but also has its own unique characteristics. In addition, beauty YouTubers are known to have a strong influence on the appearance management and purchasing behavior of female consumers, and therefore, many cosmetics companies promote their products through these YouTubers, develop new products through collaboration with them, and promote and sell these new products through those Beauty YouTubers. Accordingly, this study aims to suggest consumer criteria of source credibility, and influences of source credibility, to their word-of-mouth effect, within the context of YouTube e-WOM. The major research findings are as follows: First, consumers had their own criteria for determining source credibility in the context of watching Beauty YouTubers: expertise, trustworthiness and attractiveness. Source credibility can be largely divided into expertise, trustworthiness and attractiveness. Viewers consider both their own and another viewers' evaluations to determine expertise; they assess a YouTuber's linguistic expressions and makeup techniques in judging that expertise, and comprehensively consider famousness and their sponsorships. Linguistic expressions refer to the terms or words that Beauty YouTubers use to describe products; all interviewees rated YouTubers highly professional when they mentioned chemical ingredients and professional or unique terms. Interviewees also felt that Beauty YouTubers have more expertise if the latter have excellent makeup techniques, with judgements based on analyses of their and other people’s appearance. The majority of the interviewers recognized the number of subscribers and views of the content as their level of famousness and judges their expertise by these. Interviewers use sponsorships as another criterion to judge Beauty YouTubers' expertise. Sponsorships serve as an element to enhance perceived expertise, but if viewers think YouTubers only advertise sponsored products, they tend to feel their expertise is low. Viewers personally evaluate a Beauty YouTuber's attitude toward products and the consistency of content uploaded. Beauty YouTubers are thought to demonstrate high trustworthiness when they show a sincere attitude toward the products they review. The reliability of Beauty YouTubers who focus solely on beauty content is, notably, higher than those who upload both beauty and other content. An appropriate numbers of subscribers (a subjective criterion) and views were also found by the majority to have a positive impact on trustworthiness, with trust increasing if the number of subscribers is reasonable according to the interviewee's judgment; otherwise, trust declined. Viewers judge Beauty YouTubers' trustworthiness by referring to comments on videos, as well as just viewing the videos themselves. When a Beauty YouTuber's assessment of products has won acclaim from those who post comments, their credibility increased, but if the video and comments are conflicting, the YouTubers are found less reliable. The sponsorships also affect viewers' trustworthiness for beauty YouTubers. Most of them answer that receiving sponsorship undermines their trust of beauty YouTubers but when beauty YouTubers mentioned both positive and negative information about sponsorship products, trustworthiness turned out to be higher. Factors affecting attractiveness were individuality, interactivity, similarity and liking. The individuality of Beauty YouTubers is sensed in a variety of ways, including appearance, voice, and personality; viewers judge Beauty YouTubers' attractiveness based on their own tastes, and become fans. For this reason, the individuality of the YouTuber serves as an important criterion for viewers selecting sources of information. Interactivity is felt through a YouTuber's attitude, voice, speech, and communication skills; the more friendly one feels, the more attractive one is judged. High attractiveness can also be judged by viewers' perception of their own similarities with Beauty YouTubers. Liking is a natural creative act, based on interactivity and similarity, as well as affection; it creates viewers' own favorite YouTubers, and thus their source of information. There is a difference in strength or function between the three important factors in assessing source credibility, leading to oral effects. Interviewees viewed trustworthiness as more important than expertise, and attractiveness has been shown to be the first factor influencing interviewees' continuous consumption of content; no matter how useful that content, it is not consumed in the first place if the viewer is not attracted to the YouTuber. Degrees of importance vary between these criteria, but in the end all three factors are added to create oral effects on the use and recommendation of Beauty YouTubers. However, purchase intention is not only influenced by the positive attitude about the product, but also by external factors - including possible access to the product - and internal factors - including similarities in consumers' economic conditions, and makeup skills. Therefore, even if oral effects exist according to the source credibility of a Beauty YouTuber, other internal and external elements are involved in the process of connecting their intention to purchase them. The results of this study suggest a few implications, the first being that Beauty YouTubers must recognize that viewers watch them due to their attractiveness, and should strive to maintain it. In addition, because they think they are getting vivid reviews and know-how from ordinary people, viewers believe in and trust the information obtained from Beauty YouTubers, and the latter should only feature sponsored products that fit their image. Channels should not become too commercialized, and if sponsored, YouTubers should address both advantages and disadvantages of products. It is also important to interact with viewers through comments on the video, as viewers communicate with each other in and judge the trustworthiness of these videos by the comments. Second, the beauty industry needs to develop effective marketing strategies. Consumers are not only responding to Beauty YouTubers' attractiveness, but also their expertise and trustworthiness. The industry can promote products through YouTubers who are similar to their target markets, since similarity plays a role in purchase intention. In addition, as consumers generally have a negative perception of sponsorships, it is necessary to change the way they sponsor YouTubers, in order to more easily reach consumers. Consumer education, with practical standards for expertise and trustworthiness, can teach viewers how to evaluate the information currently available on YouTube, and understand how this can lead to purchases. Even though they likely know there is commercial deception, consumers should still be told that they may purchase goods due to their perceptions of YouTubers. Practical standards for expertise and trustworthiness should also be provided, and reduction of excessive sponsorship or products in placement (PPL) currently within TV programs is necessary to reduce consumer damage.

The Distribution of Information Sources within the University Selection Decision-Making Process: A Longitudinal Study

LE, Tri D.,NGUYEN, Tan T.,NGUYEN, Phuong N.D.,NGUYEN, Thi Quynh Trang Korea Distribution Science Association 2022 유통과학연구 Vol.20 No.11

Purpose: Increasing competition in the higher education sector has prompted universities to enhance their marketing efforts and understand their potential customers. The study aims to explore how information sources are used and changed among prospective Vietnamese students during the decision-making process. Research Design, Data, and Methodology: This study undertakes a longitudinal study involving multiple rounds of data collection to better understand the decision-making process of prospective students. Data was collected from 12th -grade students in Vietnam through two rounds of quantitative surveys with 251 students and one round of qualitative interviews, spanning the duration of their senior year. The three stages of the decision-making process correspond to the three stages of pre-purchase period. Results: Most students decide that attending open days, taking career assessments, and looking up information online are the most important information sources to consider. The WOM sources are more important in the early stages, while university-generated sources and events are important in the later stages. Conclusion: Implications from this study may contribute to the design of more effective marketing communications campaigns as university marketers gain a better understanding of the distribution of information sources utilized for each specific stage of the decision-making process.

Effect of destination information sources on destination evaluation and recollection

정주현,유예경,김인신 한국관광연구학회 2019 관광연구저널 Vol.33 No.10

This study examines the effects of information sources in terms of controlled communication and word-of-mouth (WOM) communication on tourists' evaluation of destinations and investigates the role of recollection in the relationship between this destination evaluation and customer citizenship behavior. For an empirical test, a questionnaire was distributed to tourists from Busan, Korea, who traveled abroad. Data were collected from 203 Korean tourists and analyzed using structural equation modeling. Both WOM communication and controlled communication had positive effects on destination evaluation, but WOM communication had a greater effect than controlled communication. Destination evaluation had a significant effect on recollection but not on citizenship behavior. Recollection had a positive effect on citizenship behavior and mediated the relationship between destination evaluation and citizenship behavior. The results demonstrate that visitors played a role as an information source and fostered their active citizenship behavior as co-creators in the evaluation of destinations.

온라인 외식정보원천의 신뢰성이 정보 유용성, 구전정보의 수용, 행동의도에 미치는 영향

이동근(Dong-keun Lee),나태균(Tae-kyun Na) 한국관광연구학회 2016 관광연구저널 Vol.30 No.1

The purpose of this research is to analyze the effect of source credibility of online restaurant information on information usefulness, acceptance of e-WOM and behavior intention. In order to achieve this abjective, a survey was conducted by consumers who have experienced to navigate the restaurant information over the internet for 15 days from August1st to August 15th, 2015, and 273 of 300 questionnaires were retired, and of them 256 questionnaires except17questionnaires that were insufficient or flat answered were used for statistical treatment. The results of this study wereas follows. First, of credibility of restaurant information, expertise had the most positive effect on information usefulness, acceptance of e-WOM and behavior intention, followed by dynamism, objectivity, trustworthiness in order. However, objectivity did not have significant effect on acceptance of e-WOM regarding restaurant information, while trustworthiness did not have significant effect on behavior intention. Second, information usefulness regarding online restaurant information had positive effect on acceptance of e-WOM and behavior intention regarding restaurant information. Therefore, restauranteur needs to provide continuously online information to consumer so that consumer understands and evaluates the restaurant product and service, and so that the consumer does useful and efficient decision-making because consumer reads an useful online restaurant information and visits the restaurant.