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모바일 유입에 따른 Yelp.com 레스토랑 후기의 유용성 평가 요인
이시환(Lee, Shi-Hwan),이훈영(Lee, Hoon-Young) 한국관광레저학회 2017 한국관광레저학회 학술발표대회 Vol.2017 No.12
It is not easy for many travelers to judge useful travel reviews due to too many travel reviews. That is, the search cost is reduced but the cognitive cost is increased. There is a process that evaluates useful information so that consumers can quickly obtain good information during numerous travel reviews, and more useful reviews provide customers with greater potential value and confidence in purchasing decisions. And what factors influence the perceived usefulness of reviews. First, when we look at the review factor, the star rating of the review has the greatest influence on the usefulness evaluation of the review. In other words, it was confirmed that the lower the star rating of the review, the higher the usefulness evaluation. Second, the perceived enjoyment of the review positively influenced the usefulness evaluation of the review. Third, the longevity of reviews positively influenced the usefulness of the review. Fourth, we found that the number of words in the reviews affects the evaluation of usefulness of the review.
Yelp.com 병원 후기의 유용성 평가 요인에 관한 연구
이시환 ( Lee Shi Hwan ),이훈영 ( Lee Hoon Young ) 경희대학교 경영연구원 2017 의료경영학연구 Vol.11 No.4
This study attempts to identify the factors affecting the perceived usefulness of online consumer reviews. Review data was extracted from the Yelp 2016 dataset. The number of usefulness votes of each review was defined as a dependent variable. The characteristics of review providers such as reviewer’s expertise and reputations, reviews themselves including quantitative (i.e., star ratings and length of reviews) and qualitative measurements (i.e., perceived enjoyment and extreme sentiment) were used as independent variables. We applied tobit regression analysis so as to adjust extreme values of dependent variable. Some reviewer factors and the characteristics of review were turned out significant in influencing the usefulness votes. People can easily get a lot of information through an online review platform. Due to limited rationality, it is difficult to assess the usefulness of the review. The quality of review was found to have the greatest influence on the perceived usefulness of review. Marketers should provide information that is useful in assessing their usefulness. Implications: The findings of this study will help hospital marketers how to effectively carry out social marketing in a mobile environment.
리뷰어의 과거 극단적 평점 행태가 온라인 리뷰의 유용성 및 즐거움 평가에 미치는 영향 연구
이시환 ( Shi-hwan Lee ),조성찬 ( Seong-chan Jo ),이훈영 ( Hoon-young Lee ) 경남대학교 산업경영연구소 2020 지역산업연구 Vol.43 No.4
온라인 리뷰는 구전의 한 종류로서 소비자 구매 의사결정에 영향을 미치는 중요한 요인이다. 소비자가 손쉽게 온라인 리뷰를 작성할 수 있는 환경이 조성되었으며, 소비자가 접할 수 있는 정보의 양이 급증하였다. 또한 소비자는 자신의 리뷰가 타인에게 유용한 정보를 제공하거나, 자신이 경험한 서비스 및 제품에 대한 긍정적·부정적 감정을 전달하기 위하여 극단적 감성이 내포된 리뷰를 작성한다. 이러한 다양한 성격을 가진 리뷰의 양이 증가함에 따라 소비자들은 자신에게 유익한 정보가 되는 리뷰를 찾으려 노력하며, 이러한 과정에서 즐거움을 느낀다. 이러한 현상을 바탕으로 본 연구에서는 리뷰어의 극단적 행태가 리뷰의 유용성과 즐거움에 미치는 영향 관계를 규명하였다. 연구 결과 리뷰어 과거 개인평점의 편차·과거 대중평점 편차·과거 부정적 정보 제공이 리뷰 유용성 및 즐거움 평가에 영향을 미치는 것으로 나타났다. 본 연구는 온라인 리뷰 유용성을 예측하는 모델을 구축하고, 리뷰의 역할을 실용적 측면과 쾌락적 측면을 모두 고려함에 학술적 의의가 있다. 또한 실증분석 결과를 바탕으로 온라인 리뷰의 관리 방안을 제시함에 따라 판매자 및 서비스 공급자의 경쟁우위 확보에 기여하고 이는 실무적 의의가 있다. Online review is a kind of word of mouth and is an important factor influencing consumer buying decisions. An environment in which consumers can easily write online reviews has been created, and the amount of information that consumers can access has increased rapidly. In addition, consumers write reviews with extreme emotions in order to provide useful information to others through their own reviews or to convey positive and negative emotions about services and products they have experienced. As the amount of reviews with these various characteristics increases, consumers try to find reviews that are useful to them, and they feel pleasure in this process. Based on these phenomena, this study investigated the influence of reviewers' extreme behavior on the usefulness and enjoyment of reviews. As a result of the study, it was found that the deviation of the reviewer's past personal rating, the deviation of the past public rating, and the provision of past negative information have an effect on the review usefulness and enjoyment evaluation. This study has academic significance in constructing a model that predicts the usefulness of online reviews and considering both the practical and the pleasure aspects of the role of the review. In addition, by suggesting a management plan for online reviews based on the results of empirical analysis, it contributes to securing the competitive advantage of sellers and service providers, and this has practical significance.