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An Exploratory Study on the Factors Affecting Electronic Word-of-Mouth

An Exploratory Study on the Factors Affecting Electronic Word-of-Mouth. Hee-Woong Kim* Seung-Eui Noh** Ji-Eun Lee* Jung-Eun Son* * Yonsei University, Seoul, Korea ** Accenture, Seoul, Korea. Research Motivation & Objective. (Trend Report, 2011).

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An Exploratory Study on the Factors Affecting Electronic Word-of-Mouth

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  1. An Exploratory Study on the Factors Affecting Electronic Word-of-Mouth Hee-Woong Kim* Seung-Eui Noh** Ji-Eun Lee* Jung-Eun Son* * Yonsei University, Seoul, Korea ** Accenture, Seoul, Korea

  2. Research Motivation & Objective (Trend Report, 2011) • Aims to find on factors affecting WOM activities of consumers with limitation to open market environment

  3. Research Methodology 1 • One-to-One interview • Consumers with eWOM activities • Open market context • 31 subjects 2 • Research model • Online survey • 260 subjects

  4. Qualitative Research – Results

  5. Quantitative Research - Constructs Identified eWOM Activities Determinants

  6. Quantitative Research - Model

  7. Quantitative Research - Hypothesis

  8. Quantitative Research – Factor Analysis

  9. Quantitative Research – Reliability & Correlation ISD:information sharing desire, CS: customer satisfaction, SPD: self presentation desire, RWD: reward, LYT: loyalty, WOM: word of mouth **Correlation is significant at the 0.01 level (2-tailed).

  10. Quantitative Research - Result

  11. Implications for Research and Practice • Sampling of factors through the interview • Systematically coding [Grounded Theory, (Strauss and Corbin’s 1998)] • Selected 5 factors which were obtained from customers who have experienced in WOM activity in the open market • The importance of strategic establishment for utilization of eWOM as a marketing tool for company • Interaction with consumers through proper utilization of consumers’ information sharing desire in the open market • Overcome limitations of the present reward systems of open markets and establish new reward systems (psychological reward, monetary reward)

  12. WOM on eLearning

  13. Graduate School of Information Digital Services Lab. http://web.yonsei.ac.kr/dslab/

  14. Qualitative Research - Interview Appendix • Data Collection • Exploratory research revolving around consumers who have conducted WOM activities among the open market • One-on-one interview format (10~20 minutes)

  15. Grounded Theory (Strauss and Corbin’s 1998) Appendix If indicated Level 4 Theories can emerge from saturated categories & themes Level 3: Axial & Thematic Coding Previous coding is studied to develop highly refined themes Level 2: Focused Coding & Category Development Level 2 coding reexamines Level1 codes and further focuses the data Level 1: Initial Coding & Open Coding Large quantities of raw qualitative data are focused and labeled during Level 1

  16. Quantitative Research – Data collection Appendix

  17. Discussion of Findings Appendix • Customer Satisfaction • Not significant effect in open market on WOM activity • Having an effect on WOM activity both satisfaction and dissatisfaction with transaction • Loyalty • Most positive effect on WOM activity • Reward • Negative effect on knowledge sharing in the firm (in previous research) • Positive effect on WOM activity in the open market (points, mileage etc.)

  18. Limitation and Future Research Direction Appendix • Conducted an online survey limited on Korean open market • Require to investigate the same research on foreign open market • Not consider an aspect of seller in the open market • Need to study both the buyer and seller on WOM activity • Measure simultaneously the influence of customer satisfaction • Necessary to understand more accurate factors by separate investigation into the two cases, both satisfaction and dissatisfaction on WOM activity

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