Word Of Mouth Information Research Articles

Comparative Analysis of the Effects of Different Types of Word-of-Mouth Information on Consumer Purchase Intention

This study aims to explore the impact of different types of word-of-mouth (WOM) information and their dissemination channels on consumer purchase intentions. Through a questionnaire survey, 540 valid data samples were collected, covering consumers of various ages, consumption habits, technology usage habits, and geographic locations. Multiple regression analysis and cluster analysis methods were employed to thoroughly analyze the influence and dissemination effects of WOM information. The results indicate that positive WOM significantly enhances consumer purchase intention, while negative WOM has the opposite effect. Neutral WOM has no significant impact on purchase intention. Additionally, the dissemination channels of WOM information, such as social media, have a significant positive impact on consumer purchase intention. Based on these findings, specific market strategy recommendations are proposed to optimize brand management and enhance consumer engagement.

PENGARUH WORD OF MOUTH, DISSATISFACTION, VARIETY SEEKING TERHADAP BRAND SWITCHING JASA KURIR J&T EXPRESS

The intense competition among courier service brands has led some consumers to choose to use J&T Express because it is considered better than other courier service brands. Factors that can influence this brand switching are word of mouth information from consumers, dissatisfaction, and the search for new variations. This study aims to analyze the influence of word of mouth on brand switching in J&T Express courier services, analyze the influence of dissatisfaction on brand switching in J&T Express courier services, analyze the influence of variety seeking on brand switching in J&T Express courier services, and the influence of word of mouth, dissatisfaction, and variety seeking on brand switching in J&T Express courier services. Sampling was done through probability sampling technique using 100 respondents as samples. The data analysis methods used are validity test, reliability test, classic assumption test, multiple linear regression analysis, and hypothesis testing. The results of this study indicate that word of mouth, dissatisfaction, and variety seeking have a significant and simultaneous effect on brand switching.

Kalosi Shop Business Strategy in the Post-Covid-19 Pandemic Era

This research was conducted to reveal matters related to the Kalosi shop business strategy in the post-pandemic era. This research uses descriptive qualitative methods. The subject of the research is the founder/owner of the Kalosi shop business. Using interview, observation and documentation data collection methods, we can dig deeper into the findings. Data analysis consists of data collection, data reduction, data presentation, explaining categories and verifying findings. The results of the research reveal that factors related to the Kalosi shop business strategy include product quality, price, customer loyalty, strategic location, available facilities, innovativeness, hard working attitude, good communication with consumers, good news (word of mouth information).

Impact of the COVID-19 pandemic on the stock market and investor online word of mouth

Investor sentiment based on social media Word-of-Mouth (WoM) has been shown to be predictive of stock returns under normal market conditions. However, the COVID-19 pandemic has brought unprecedented impact and uncertainty to the stock market. In this paper, we examine the predictability of social media-based WoM on day-ahead US stock market returns across three phases of the pandemic: pre-COVID, peak-COVID, and recovery. We collect over 24 million stock-related tweets from Twitter across these three periods and employ text-mining methods for feature engineering. We focus on two channels of WoM information, aggregate sentiments, and disaggregated topics, representing investors' overall opinions and discussion patterns about the stock market. We find that, in contrast to normal market conditions, the investor sentiment indices are not significant in predicting market returns during the peak-COVID and recovery periods, while for the pre-COVID period, our findings are consistent with prior studies. To explore the effect of disaggregated latent topics, we propose an ensemble feature selection approach that identifies relevant topics for each of the three periods. We find that adding topic information significantly improves model prediction during the peak-COVID period. Our findings imply that during a global socio-economic disruption and the subsequent recovery, the landscape of financial markets, examined through the lens of social media-based WoM, is different than during normal market conditions. Our findings also suggest that investors who primarily trade on sentiment may wish to leverage machine learning techniques to identify latent topic information, subsequently incorporating such information into their trading decision-making.

VOTING BEHAVIOR RESPONSES TO WOM (WORD-OF-MOUTH) AND EWOM (ELECTRONIC WORD-OF-MOUTH) INFORMATION

Decision making is often influenced by external information, especially opinions of others.Though past studies revealed that both WOM (word-of-mouth) and EWOM (electronic word-of-mouth) information influences on decision making, little has been investigated and found out in the field of voting behavior, with the possible exception of the fact that several categories of WOM factors influence on voting. As voters face multiple WOM and EWOM information concerning various characteristics of political candidates in real life, it is important to know how they prioritize some information over others. On such backdrop, this study attempts to see how much weight voters would put on 640 types of information – positive and negative information on 16 types of candidate characteristics coming from 20 different WOM and EWOM sources. Two facts have come out. One is that voters prioritize positive information over negative information of the same candidate characteristic, with the exceptions of relationship with family members, campaign activity, and news/scandal of candidate.Another is that voters prioritize WOM information over EWOM information on the same candidate characteristic, regardless of whether the information is positive or negative, for all characteristics.

Information behaviour in high risk decision making: Study of international postgraduates

This article explores the role of information in high risk consumer decision making. Forty-two qualitative interviews were undertaken with international non-EU postgraduates when making the high risk decision to study in a UK Business School. Prospective international postgraduates moved iteratively through the stages in Kuhlthau’s Information Search Process model and learnt from the search process they had undertaken in a continuous cyclical manner. Word-of-mouth recommendations were the most influential sources of information gathered, and online sources were perceived to be credible regardless of their origins. The perception of risk impacted the rigour of the information search process. An iterative decision making cycle model is proposed with Kuhlthau’s model and word of mouth information at its core, which reflects the connectedness of individuals in this digital era. This study provides new insights by combining both marketing and LIS models and extends Kuhlthau’s research into a new context.

An interactive decision-making model of international postgraduate student course choice

ABSTRACT This paper explores the decision-making process of international non-EU postgraduates when choosing a qualification from a UK business school and proposes a new model which reflects the iterative, cyclical and continuous nature of the process. The degree of rigour and rationality employed in decision-making was often limited and influenced by culture and the composition of the decision-making unit (DMU). A Decision Maker Typology is proposed which will support segmentation strategies. Postgraduates continuously searched for information and relied on word of mouth information from students, parents, agents and academic staff. Online sources (websites, search engines and reviews) were perceived uncritically to be trustworthy sources. Data on reputation, rankings and friendship groups helped form choice sets. Forty-two qualitative interviews were conducted with international postgraduates from one Post-92 University. The need to meet the information requirements of all DMU members and stimulate information exchange to create a virtuous circle of communication was identified.

Mapping Trend Implementasi Strategi Promosi Desa Wisata Kembangarum Turi Sleman Yogyakarta

Kabupaten Sleman has many tourist attraction objects that can be used as tourist destinations for anyone. The attraction of this city includes the panorama of nature, history, museums, culture, ancient relics, culinary and tourist villages. The number of tourist villages in Sleman regency is in accordance with the data of the Sleman Regency Culture and Tourism Office (Fauzy & Putra, 2015), as many as 38 tourist villages. The tourism village management base generally involves many parties, including by empowering local communities as local communities who play an active role in managing and developing tourism villages. However, according to (Damanik, 2013), "The weak point of the local community in managing tourism services is networking and promotion capabilities". The success of the tourism village manager in influencing the perception of visitors with their promotional tools can trigger the decision to visit. In this case, the right selection of promotional tools (promotional mix) is very important in addition to attracting tourists, as well as the progress of the tourism village itself. The number of tourist visits is a measure of the success of managers in developing the right promotional strategies. The constraints faced by the manager of the tourist village of Kembangarum Turi Sleman Yogyakarta are related to the weak network for promotion. A promotion has been carried out both conventionally and through internet media but not yet interactive, thus reducing the understanding of the wider community of the existence of the Kembangarum tourism village. The research method used is a qualitative descriptive method assisted with quantitative data tabulation. The results of the study with relevant data that is read indicate the trend of a shift in the implementation of promotional strategies with media that are conventional to modern with the help of information technology, especially the internet since the period 2015/2016. The conclusions of this study include: it is known that the most optimal use of conventional promotional media is by providing brochures, and word of mouth information. Whereas in the span of the last three years the promotion has focused more on online promotional media through social networks that have been owned by the tourism village manager of Kembangarum. This shift in promotion strategy proved to have an impact on increasing the number of tourist village visitors, especially in the period of 2016/2017 where this promotional strategy began to be implemented since the period of 2015/2016.

Pengembangan Nata de Coco ala UD Citra Rasa

Micro, small and medium enterprises or MSMEs refer to the types of small businesses that have a net worth of at most Rp. 200 million, excluding land and buildings where the business is located. MSMEs have proven to be resilient and able to withstand the economic crisis and monetary crisis in Indonesia. This paper aims to analyze UD Nata de Coco Citarasa in Bogor. The method used is descriptive qualitative analysis with a case study approach, observation and interviews. The result is . which is named the image of the taste of nata de coco, with the results of my interview with the owner that UD Nata de Coco is managed with a very simple management. Starting from the production process to marketing, and the production process is still using manually, there are no modern machines. Only use the tools in the kitchen in the production process. Marketing of their products is still not widespread, only by selling to small shophouses, and using word of mouth information, not using a separate website such as online sales. As a home-based business, financial management is still modest, not yet systematically following accounting standards. The financial reports are still integrated with the family finances.

Pengembangan Nata de Coco ala UD Citra Rasa

Micro, small and medium enterprises or MSMEs refer to the types of small businesses that have a net worth of at most Rp. 200 million, excluding land and buildings where the business is located. MSMEs have proven to be resilient and able to withstand the economic crisis and monetary crisis in Indonesia. This paper aims to analyze UD Nata de Coco Citarasa in Bogor. The method used is descriptive qualitative analysis with a case study approach, observation and interviews. The result is . which is named the image of the taste of nata de coco, with the results of my interview with the owner that UD Nata de Coco is managed with a very simple management. Starting from the production process to marketing, and the production process is still using manually, there are no modern machines. Only use the tools in the kitchen in the production process. Marketing of their products is still not widespread, only by selling to small shophouses, and using word of mouth information, not using a separate website such as online sales. As a home-based business, financial management is still modest, not yet systematically following accounting standards. The financial reports are still integrated with the family finances.

The 4th V? The effect of word of mouth volatility on product performance

• WOM volatility may directly affect product performance, but the direction is an empirical question. • WOM volatility interacts with all three main characteristics of WOM: volume, valence, and variance. • Under volatile WOM volume, the positive WOM effects due to volume and valence and the negative WOM effects due to variance will be attenuated. This study investigates how word-of-mouth (WOM) volatility, a new WOM variable that measures the fluctuation over time in the WOM volume, affects product performance. Two conflicting forces of WOM volatility (i.e., positive effects on awareness and negative effects on preference and credibility) leave as an empirical question. We also investigate the moderating effects of WOM volatility on the relationship between existing WOM variables (i.e., volume, valence, and variance) and product performance. Cross-sectional regression analysis was conducted, using online WOM data in Korea movie industry. The results show that WOM volatility negatively affects the product performance only when consumers rely more on WOM information. Highly volatile WOMs weaken the positive effects of WOM volume and valence and the negative effects of WOM variance. This study suggested WOM volatility as a new characteristic of WOM. This study examined WOM volatility interacts with existing WOM variables. Managerial and academic implications are discussed.

Analyzing the Effect of Perceived Risk and Information Diagnosticity on Word-of-Mouth and Viral Marketing

This study investigates the moderating effect of perceived risk and information diagnosticity on the relationship between brand loyalty and word-of-mouth (WOM) as well as viral marketing activities (VMA) in e-retailer websites. Although extant research in marketing suggests that brand loyalty leads to positive WOM, this study examines the moderating effect of the consumer's perceived risk on this relationship in the context of e-retailer websites where customers repeatedly encounter new and uncertain situations every time they visit the e-retailer. This study also examines the moderating effect of information diagnosticity on the interaction relationship stated earlier. Findings reveal that risk perception negatively moderates the impact of brand loyalty on WOM and VMA and information diagnosticity of online reviews can help reduce the negative perceptions caused by risk factors.

국내 프로축구 온라인 구전 정보 특성요인이 팬 행동의도에 미치는 영향

Purpose: The purpose of this study is to verify the impact of the characteristics of the online WOM (Word of Mouth) information of professional football on the behavior of professional soccer fans.<BR> Method: To this end, an effective sample of 718 were collected for adults over the age of 18 who have experienced oral information on domestic professional soccer in an online environment such as the website of professional soccer clubs, portal sites, and club sites. Data processing was performed by using Window SPSS/PC 22.0 Version, including Factor Analysis, Reliability Analysis, Pearson Correlation Coefficient and Multiple Regression Analysis: Stepwise. The significant level of hypothesis verification was set-up as α=.05.<BR> Results: The main results of this study are as follows. First, the domestic professional football online oral information features consisted of five factors: vividness, consensus, neutrality, entertainment, and up-to-dateness. Second, the five factors of the characteristics of professional soccer’s online WOM were found to affect the level of behavior consisting of the intention to accept professional soccer’s online WOM information, its intention to spread, its intention to game watch, and its support for the team. Third, among the factors of the characteristics of professional soccer’s online WOM information, it was shown that it affects the level of fan behavior centered on the factors of vividness and entertainment. Fourth, among the factors of the characteristics of professional soccer online WOM information, the factors of consensus and up-to-dateness were found to have little influence on fan behavior-intention. Fifth, among the factors of the characteristics of professional soccer’s online WOM information, the neutral factor did not significantly affect the fan’s Behavior-intention.<BR> Conclusion: Based on the results, it is recognized that effective way to develop the online WOM information strategy of professional soccer is to focus on two factors, vividness and entertainment.

When does online review matter to consumers? The effect of product quality information cues

Word of Mouth (WOM) is powerful, and online reviews are often the most accessible WOM information source in electronic commerce. Maintaining favorable online reputation has been the top priority for businesses, and investments in improving online review valence have been increasing. Extensive studies explored how online reviews might influence sales, however, the results have been inconsistent. This study explores whether and how consumers might incorporate online reviews into decision making based on signaling theory and examines when online review valence influences sales and when it might not. In a signaling perspective, online reviews might serve as a product quality signal, and subsequently, consumers might incorporate less the online review information into decision making if other product information cues such as expert ratings or brands help to verify the product quality. The findings from 633,029 consumer decisions on a hotel-booking website indicate that product quality information cues moderate the effect of online reviews on purchase likelihood. Also, product quality information cues were highly endogenous in estimating the effect of online reviews on sales. Online reviews are not likely to be a significant influencer on sales if the seller signal product quality with convincing information cues.

Online tourist reviews and accidental conveyors of memories of the atomic bomb

ABSTRACT In this digital age, online reviews of tourist destinations travel fast and far, and word of mouth information can affect the reputation of the sites and their perceived sociocultural significance. For heritage sites of war and human suffering where their raison-d’être lies in their mission to pass on the memory, the stakes are high. What makes up the content of tourist reviews and do they change over time? What motivates tourists to write online reviews? Are the intended messages transmitted from the stakeholders of the memorial site to the tourists, and under what condition and in what context? These questions are explored in this empirical study that focuses on the UNESCO World Heritage site, the Hiroshima Peace Memorial in the Peace Park and its Peace Memorial Museum. Using interdisciplinary analytics, we scrutinised the text and context of online reviews of this heritage site over ten consecutive years. The results disclosed that peace messages associated with the heritage site are indeed transmitted to the tourists under a set of specific conditions, where they spontaneously pass on the message online as if they are owners of the legacy themselves, and the motivation for this tourist behaviour is discussed.

국내 영화의 지식기반자원과 구전효과에 대한 연구

The film works are made through the hands of human resources from the planning stage to the presentation of the products, and the proportion of the workforce is high, and their impacts on the performance is great. Also, consumers go through information search before choosing a movie. The information delivered to consumers includes both objective information and subjective information. The film, which is an emotional consumer, has a greater sense of confidence in word of mouth information and influences choice. The film industry is a representative knowledge-based industry, and the importance of human resources is high. As a product of experience, various types of word of mouth are used to determine the characteristics of the film industry.BR The purpose of this study is to clarify the relationship between the performance factors and film strategic groups. Therefore, the group characteristics were divided into knowledge-based view(KBV) and word-of-mouth(WOM) variables, and each movie was classified by 4 types through cluster analysis, and then statistically verified whether there were differences in performance variables (sales, audience number, screening share).BR As a result of analysis, it was found that movies with higher KBV, and WOM have a higher share of screening, audience, and sales than films with pure KBV or pure WOM types. Also, it was confirmed that the word of mouth effect is more important factor in the box office than the knowledge base resource.

A movie customer satisfaction index model based on structural equation model

The success of a movie highly relies on customers' word-of-mouth (WOM) and satisfaction. WOM information on the internet media platform is good resource for customer satisfaction measurement. Impact factors of customer satisfaction of the movie are identified in this paper after the thorough literature review. Furthermore, an M-CSI model is proposed based on these impact factors using structural equation model as an index of movie customer satisfaction. And the satisfaction index is built with the proposed model using the online WOM data of 282 movies released in 2014 on Mtime. This paper verifies that movies' publicity effort and user expectation has a direct impact on its customer satisfaction and loyalty. Finally, the model gives a user satisfaction score to every movie according to different weights.

Extraction method of the gap between the reputation of reviews and the maker strategy

Due to the spread of Internet, the behavior is changing when customers purchase products. Previously, when customers purchased the products, they asked the experts in the store and got advice. But now, customers think that reviews on the Internet are more important than expert’s advice. Therefore, when purchasing the products, the customers first confirm the evaluation on the Internet.Product evaluation written by customers on the Internet is very important information. And this has an impact on customers’ purchasing awareness. For example, bad evaluation reduces the customer’s desire to choose the product. On the other hand, good evaluation has various of positive effects on products and companies. For companies, it is very important that company’s product strategy is communicated to the costumer correctly.In this study, we compare the results extracted from the score evaluation and word of mouth information with text mining, and suggest a method of the gap between the reputation of reviews and product strategy.

Spreading Dynamics of a Word-of-Mouth Model on Scale-Free Networks

Nowadays, human behaviors are known to spread through social contact. Word-of-mouth (WOM) communication has also become a prevalent strategy for product sales on the internet and most consumers attribute a higher importance to WOM communication. Mathematical modeling is an important approach to study WOM communication in online social networks. In order to investigate the characteristics of WOM communication and heterogeneity of online social networks, a $SIALS$ (susceptible-infected-acknowledged-loath) model is presented on scale-free networks. The spreading dynamics of WOM are analyzed in detail by using the theory of mean field. The basic reproductive number $R_{0} $ is calculated by the next generation matrix method and two equilibriums are derived. The theoretical analysis indicates that the basic reproductive number depends mainly on the transmission of WOM and the topology of the underlying networks. Furthermore, the global stability of the WOM-disappearance equilibrium is proved. The permanence of WOM information spreading and the global attractivity of the WOM-prevailing equilibrium are also studied in detail. Finally, numerical simulations confirm the analytical results.

가정간편식(HMR)의 긍정적 구전정보가 재구매 의도에 미치는 영향

가정간편식(HMR)의 긍정적 구전정보가 재구매 의도에 미치는 영향