This study identifies the factors which influence the adoption of online word-of-mouth communication that arises from customers' in-store shopping experiences. For this purpose, the study examines the role of social networks in facilitating adoption and dissemination of word-of-mouth arguments. The study has three objectives, which are fulfilled by two different studies: in Study 1, we examine the effects of customers' in-store shopping experiences based on the quantity and quality of online word-of-mouth communication derived from Schmitt's (1999) five strategic experiential modules (sense, feel, think, act, and relate). Study 1 also verifies whether the three attributes of social networks (strength, centrality, and range of ties) influence word-of-mouth communication. In Study 2, we investigate whether the presentation of word-of-mouth arguments and product categories influences the evaluation and adoption of word-ofmouth. The result indicates that some types of shopping experiences have specific influences on online word-of-mouth communication. This result illustrates the usefulness of developing word-of-mouth proliferation strategies for retail stores that cater to Schmitt's (1999) SEMs. The result also verifies that word-of-mouth arguments are more effective when they are presented with images and text simultaneously. Finally, the result suggests that online store managers should be able to differentiate product diffusion strategies based on the product characteristics and product's involvement level.
The purpose of the study attempts to assess consumer reactions by classifying anthropomorphized messages according to the authenticity of a human brand with which they are associated. And also the study to investigate the causal relationship between attributions of human brand and consumer-brand relationships, brand attitudes, and purchase intention. An experimental design was used to test the hypotheses. To examine factors that can help brands achieve marketing goals through the use of human brands, this study developed research hypotheses and a structural model by focusing on the consumer information-treating process based on the authenticity of a human brand and message type. The results indicate the existence of a between-group difference with respect to anthropomorphized messages as opposed to non-anthropomorphized messages as well as levels of brand authenticity. An interaction effect was observed for the consumer-brand relationship and attitudes toward a brand. In the main effect analysis, anthropomorphized messages induced a stronger consumer-brand relationship, more positive attitudes toward a brand, and stronger purchase intention for a brand. The results of a path analysis indicated that three dimensions of human brand attributions positively affect consumer-brand relationships. This study provides a new ABOUT THE AUTHORS Hee-Eun Han received Ph.D from Kyonggi University in Korea. Her main research interest is in marketing strategy, brand communication and information technology issues in Marketing.Ge-Qi Cui is Ph.D candidate in the department of Business Administration at Kyonggi University, Korea. His main research interest is in brand Communication, alternative marketing strategy, and consumer behavior.
This study aimed to prove that the effect of waiting environment on perceived waiting time and service quality evaluation of airline service procedure. Survey was conducted by questionnaires that were distributed to international airlines passengers who arrived at the airport. Totally, 300 samples were circulated, and 231 samples among those were collected.According to the results, the suggested hypotheses were accepted except the regulation effect of waiting acceptability. Physical environment has positive effect on the airport and boarding gate, and human environment has more positive effect in-flight service procedure. Thus, variables are correlated among waiting environment, perceived waiting time, and service quality evaluation of airline service. Acceptability as moderating variable has no effect due to passenger's pre awareness of estimated arrival and departure travel time certainly. At the end of this study, the results of this research can be conjugable on the airline industry, however, some limitations should be discussed by further study directions.■ keyword :|Waiting Environment|Perceived Waiting Time|Service Quality|
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