의료서비스 구매시 구전마케팅 영향요인에 관한 연구

최호 ( Ho Choi ) 한국병원경영학회 2010 병원경영학회지 Vol.15 No.4

Although word-of-mouth (WOM) has been regarded as one of the very important topics in consumer research, its effects on other aspects of consumer behavior have been scarcely investigated in the context of health-care service industry. The WOM literature also suggests that it is essential for medical care service organizations in fierce competition to adopt WOM communication as a competitive weapon so as to be able to stay ahead of competition. The goal of this research was set to empirically study various relationships between antecedent variables, WOM acceptance, and purchase of medical care services. Specifically, drawing on the WOM literature, eight antecedents to WOM acceptance were selected first. Based on the relevant literature, seven sets of hypotheses on the relationships among antecedents to WOM, WOM acceptance, purchase intention and purchase of medical services were developed. Data were collected via an on-line survey. A total of 571 out of 600 responses turned out to be usable. The major findings of this study can be summarized as follows: First, 6 out of 8 antecedent variables to WOM acceptance were found to be positively affect WOM acceptance. However, the effects of (1) newness of technology pertaining to medical care service characteristics and (2) involvement in health, one of receiver characteristics, were found to be insignificant. Second, most moderating effects on the relationship between purchase and purchase intention of medical care services were found to be insignificant with one exception. That is, elapse of time was found to be a marginally significant moderator on the relationship between purchase and purchase intention of medical care services. Third, it was found that the higher the WOM acceptance, the higher the purchase intention of medical care services. Finally, the effect of WOM acceptance was found to be particularly strong when WOM contents were perceived as useful and positive. Overall, it seems essential for hospitals to actively adopt WOM communication as a competitive marketing tool if they plan to improve their business performance. In this respect, the current study may serve to improve the business performance of hospitals by way of providing theoretical and empirical evidence on the effects of WOM communication variables on WOM acceptance and medical care service purchase.

The Effect of Word-of-Mouth on Purchase Intention: A Case Study of Low-Cost Carriers in Indonesia

Yasintha SOELASIH,Sumani SUMANI 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.4

This study aims at testing word-of-mouth (WOM) by mediating positive and negative perceptions of purchase intention on low-cost carriers (LCC) flights in Indonesia. One of the communications mixes that airlines can carry out is WOM. WOM is a form of communication between passengers after using a flight. The formation of a positive perception of WOM is expected by airlines. If a positive perception of WOM has formed, a purchase intention will arise. The study population included LCC flight passengers in Indonesia, involving 387 respondents. For indicators and variables, validity and reliability tests were conducted using CFA, CR, and AVE tools. Sampling locations were Soekarno-Hatta and Kualanamu airports. Sample collection was obtained through purposive sampling, and the analytical tool used was structural equation modeling (SEM) with Lisrel. The results showed that WOM influenced purchase intention through positive and negative perceptions of WOM. It can be seen that a positive perception of WOM has a direct effect, while a negative perception of WOM has the opposite effect. In conclusion, the mediation of perceptions influences purchase intention, whether it in the same direction or the opposite ones. To conclude, WOM is an antecedent for it influences purchase intention.

연구논문 : e-커머스 신뢰형성 모형 제안 - 온라인 여행업의 웹사이트를 중심으로 -

천덕희 ( Deok Hee Cheon ) 대한관광경영학회 2015 觀光硏究 Vol.30 No.2

본 연구는 온라인 여행업의 웹사이트를 중심으로 구매자의 e-커머스에 대한 신뢰형성 과정에 대해 모형을 제시하고자 하였다. e-커머스에 대한 구매자의 신뢰를 웹사이트 신뢰와 웹사이트 내의 구전정보에 대한 신뢰의 2차원으로 구분하였으며, 웹사이트 신뢰형성을 위한 선행요인을 반응성, 상호작용성, 보안성의 e-서비스품질과 구전정보 신뢰형성을 위한 선행요인을 동의성, 생생함, 중립성의 구전정보 특성으로 구성하여 연구를 실행하였다. 본 연구의 실증 검증을 위하여 온라인 여행업 웹사이트의 구전정보를 이용하여 구매결정을 한 경험이 있는 사람들을 대상으로 설문조사를 실시하여 총 192부의 설문지를 실증 연구에 이용하였다. 가설검증 결과 반응성과 보안성은 웹사이트 신뢰에 유의한 영향을 미쳤으나 상호작용성은 유의한 영향을 미치지 않는 것으로 연구되었고, 동의성, 생생함, 중립성은 구전정보 신뢰에 유의한 영향을 미치는 것으로 연구되었다. 또한 웹사이트 신뢰는 구전정보 신뢰와 구매의도에 유의한 영향을 미치며, 구전정보 신뢰도 구매의도에 유의한 영향을 미치는 것으로 연구되었다. 결국 구매자의 e-커머스에 대한 신뢰는 웹사이트와 구전정보에 대한 신뢰에 의해 형성되며, 이러한 신뢰는 구매의도를 높이는 것으로 연구되었다. The purpose of this study was to present a comprehensive model of the process of forming trust on e-commerce by purchaser by focusing on online travel business web-site. The trust of purchaser on e-commerce was classified into web-site trust and trust on word-of-mouth within web-site, while constructing e-service quality of responsiveness, inter-activeness and security as leading factor for forming trust on web-site and word-of-mouth information characteristics of consensus, vividness and neutrality as leading factor for forming trust on word-of-mouth information. For the purpose of this study, survey research was conducted with those that have the experience of making purchase decision upon using the word-of-mouth information of online travel business web-site. Accordingly, 192 copies of questionnaire were used for the empirical study. The result of hypothesis showed that responsiveness and security had meaningful effects on web-site trust but interactive-ness did not have meaningful effects. In addition, it was found that consensus, vividness and neutrality had meaningful effects on word-of-mouth information trust. It was also found that web-site trust has meaningful effects on word-of-mouth information trust and purchase intention, while also having meaningful effects on word-of-mouth information trust purchase intention. Consequently, the result showed that purchaser``s trust on e-commerce is formed by trust on website and word-of-mouth information and such trust increases purchase intention.

소비자의 구전 성향이 레스토랑 추천의향에 미치는 영향력에 관한 연구 : 방콕, 홍콩, 시드니 소비자들 대상으로

이승연 한국문화융합학회 2019 문화와 융합 Vol.41 No.1

When consumers choose a brand, they make their decisions based on past experiences, the information given at the point of purchase, and the opinions of people around them. It is difficult to make objective judgments about a product when a brand is first introduced, and one tends to rely more on the opinions of the people around them. The effect of the word-of-mouth (WOM) effect on brand choice has been actively studied. The purpose of this study is to examine what factors increase the intention to recommend an ethnic restaurant— particularly a Korean one. As a result, it was shown that consumers who had a tendency to spread WOM had a larger difference in recommendation intention because of an evaluation of the food than because of a familiarity with Korean culture. On the other hand, consumers who had a tendency to receive the WOM showed a larger difference in recommendation intention because of a familiarity with Korean culture than because of an evaluation of the food. The result of this study suggests that a desirable strategy is to increase brand familiarity for consumers who tend to receive WOM, and to increase product evaluation value for consumers who tend to spread WOM.

온라인 쇼핑몰에서의 리뷰 속성이 브랜드 태도, 구매결정 및 온라인 구전의도에 미치는 영향

김준성,Kim, Joon-Sung 한국디지털정책학회 2021 디지털융복합연구 Vol.19 No.7

본 연구는 온라인 쇼핑몰에서 리뷰의 속성을 평점, 댓글의 양 및 이미지정보로 분류하여 브랜드 태도와 구매결정 및 온라인 구전의도에 미치는 영향을 검증하였다. SPSS 23.0을 이용하여 빈도분석, 요인분석, 회귀분석 등을 실시하였다. 분석 결과, 리뷰 속성이 브랜드 태도, 구매결정 및 온라인 구전의도에 정(+)의 영향을 미치는 것이 확인되었으나 댓글의 양은 구매결정에 영향을 미치지 않은 것으로 나타났다. 브랜드 태도는 구매결정에, 온라인 구전의도에 정(+)의 영향을 미치는 것이 확인되었다. 더불어 평점, 이미지정보와 구매결정 간의 영향관계에서, 또한 리뷰 속성과 온라인 구전의도 간의 영향관계에서 브랜드 태도의 매개효과가 확인되었다. 이와 같은 결과는 소비자가 무조건 댓글의 양이 많은 것을 선호하지 않으며, 리뷰를 작성할 때 최대한 높은 평점과 포토후기에 초점을 맞출 수 있도록 해야 함을 시사한다. This study classifies review attributes into ratings, number of comments and image information in online shopping mall to verify their impact on brand attitude and purchase decision and e-WOM intention. Use SPSS 23.0 for frequency analysis, factor analysis and regression analysis. The results showed that review attributes have a positive effect on brand attitudes, purchase decision and e-WOM intention, but the number of comments has not affect on purchase decision. Brand attitude has a positive effect on purchase decision and e-WOM intention. Brand attitude has media effect in the relationship between ratings, image information and purchase decision, and in the relationship between review attributes and e-WOM intention. As these results, consumers don't always like to have a lot of comments. and should allow to focus on high ratings and photo reviews as much as possible when writing reviews.

중국 소비자의 소비가치가 건강기능식품에 대한 태도와 구매의도에 미치는 영향

노원희 ( Won Hee Noh ),안승호 ( Seung Ho Ahn ),양링링 ( Ling Ling Yang ),송영욱 ( Young Wook Song ) 한중사회과학학회 2012 한중사회과학연구 Vol.10 No.2

The purpose of this study is to analyze the factors which affect attitudes and purchase intention of healthy functional food. First, this study examined various consumption value variables(functional value, social value, emotional value, epistemic value, conditional value). Second, this paper is aiming to test whether the WOM plays as a moderating role by consumers when purchasing healthy functional food that affects the consumers purchase intention rate. The research used the measurement instruments validated by previous researchers. Data were collected through a questionnaire survey and the respondents were Chinese consumers who living in Beijing and Shanghai in China. A total of 236 responses were collected using on-site survey. For the data analysis, the SPSS 12.0 for Windows program and AMOS 6.0 program were used and various statistical techniques were applied, including frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, path analysis, and χ²-test. The results of this study can be summarized as follows: First, functional value, emotional value, conditional value have a positive effect on consumers` attitude towards heathy functional food. However, on the other hand, social value and epistemic value have a negative effect on attitude towards heathy functional food. Second, the consumers` attitude towards the heathy functional food showed a positive influence on the purchase intention. Third, the WOM has played a significant moderating role between consumers` attitude towards heathy functional food and purchase intention. Finally, the results of this research can provide significant implications for various factors about heathy functional food of Chinese consumers for health food industry.

공익마케팅을 전개하는 패션 브랜드에 대한 소비자태도와 친숙성이 신뢰와 구매,추천의도에 미치는 영향

서은경(Eun Kyuoung Seo),황선진(Sun Jin Hwang) 한국복식학회 2009 服飾 Vol.59 No.6