Batik industry is a business activity oriented towards customer loyalty and is demanded to show an increasing diversity of products with various motives designed to prevent customers from moving to other companies. Therefore, the purpose of this study is to develop a theoretical approach in solving problems in the relationship between service quality and product diversity on satisfaction and word of mouth (WoM) and its impact on customer loyalty. Furthermore, this study also examined the mediating effects of satisfaction and WoM in the relationship between service quality and product diversity on customer loyalty. This research’s object took the customers of Batik Semarangan Craftwork, Indonesia, with the phenomenon of always developing creative and innovative Batik motif designs that can be accepted by the market without leaving Semarang’s uniqueness. The total sample was 98 customers. The results of the study showed that service quality and product diversity positively affected satisfaction and WoM and had a positive effect on customer loyalty. Besides, satisfaction and WoM had a mediating effect on the effect of service quality and product diversity on loyalty. Thus, it is essential for management to create and increase customer loyalty by paying attention to service quality, product diversity, satisfaction, and WoM.

This study’s purpose was to empirically research the effect of brand image and brand love on brand commitment, and positive word of mouth. We analyzed research data from 267 customers at electronics stores in Ho Chi Minh City, Vietnam. The convenient sampling method was used to collect the research sample. The measurement applied a 5-point Likert scale classifying from 1= completely disagree and 5= completely agree. Based on previous studies, the research model was recommended. The Partial Least Squares method was done to examine the measurement model and the structural model. We had estimated the reliability of the scales through Cronbach’s alpha and composite reliability. Besides, we had assessed discriminant validity through the Fornell-Larcker standard. The outcome of the study illustrated that brand image had a significantly positive influence on brand love. Besides, the results of the research declared that brand image was positively related to brand commitment. The results also revealed that brand image was positively linked to positive word of mouth. Likewise, the findings of the study disclosed that brand love had a positive impact on brand commitment and positive word of mouth. Additionally, the results of the research confirmed that brand commitment was positively linked to word of mouth.

The purpose of this study is to investigate the impacts of two different kinds of interactivity, such as user-to-user and user-to-media interaction, on the relationship between SNS motivation and online word of mouth (WOM). An online survey was conducted with SNS users in Korea. Using the convenience-sampling method, 300 surveys were collected and 295 were used in the actual analysis after excluding data with careless responses or missing values. Hypotheses were tested using Structure Equation Model (SEM) and path analysis by using AMOS22. The results indicate that four different SNS motivations (self-expression, relational, fun, and browsing motivation) have a partially significant positive effect on perceived user-to-user and user-to-media interaction in SNS. Although both user-to-user interactivity and user-to-media interactivity were found to have a significant effect on online word of mouth, by comparing the standardized regression coefficients in these relationships, it was found that user-to-user interactivity has a greater effect on online WOM than user-tomedia interactivity. These results show that the motivated SNS users want to express their desire to communicate with other users in contrast than their desire to learn media functions when motivated SNS users reveal their personalities, knowledge, and abilities. Theoretical and managerial implications are discussed.

Purpose: This study sought to investigate the critical features of Word of mouth (WOM) advertising and their impact on sport consumer behavior. Research design, data, and methodology: Target population of the study consisted of all sports consumer of the Federation of Special Patients and Organ Transplantation, Tehran (Iran), who had indirectly watched the World Organ Transplant Competition documentary at least once on others' advice. For this purpose, 360 sports consumers of the federation were purposefully selected and they were asked to complete the standard WOM advertising questionnaire of Asda and Ko. Pearson correlation coefficient test and modeling of structural equations were performed using Spss24 and Smart PLS software at an error level of 0.05 used to analyze the data. Results: The findings show that there is a significant relationship between experience and expertise, trust and validity, content richness, and the power of message transmission through WOM advertising and its predictability. Finally, interpersonal relationships and work involvement also had a moderating role in this regard. Conclusions: The general conclusion is that the components of WOM advertising as well as involvement and homophily with the mediating role directly as one of the presuppositions for persuasion. The sports consumer was promoting WOM.

Studies related to Electronic Word-of-Mouth (eWOM) show that the acceptance of eWOM information is an important factor in customer purchase decisions. When consumers accept eWOM information, they tend to use that information in considering before making purchase decisions. In Viet Nam, there are few studies about eWOM information, especially on the acceptance of eWOM information. Research is conducted to test the influence of consumers on the perception of the senders’ identity to the acceptance of online reviews (a kind of eWOM) in Viet Nam – a case study in Ho Chi Minh City. Using adjustment techniques, inspecting the scales and a theoretical model represent the relationship among the influential factors. The research is based on a sample of 522 consumers who use the Internet to search for product reviews before buying and used Structural Equation Modeling (SEM) to test the relationships among the variables. The research results show that the scales of the variables: Message Quality, Source Credibility, Perceived Message Usefulness, Perceived Senders’ Identity, Perceived Message Credibility, Message Acceptance attain the validity and reliability in the research. The research contributes to the understanding of the determinants that influence the acceptance of eWOM information, which are informational factors, and factors related to consumer skepticism.

최근 중국 화장품 시장의 규모가 증가되고 있으며, 한류의 영향으로 중국에서 K-뷰티가 각광을 받고 있다. 중국내에서 모바일을 통한 쇼핑의 간편 결제 시스템을 갖춘 위챗의 왕홍을 중심으로 소개되고 있는 화장품에 관한 정보는 구전과 구매에 결정적인 영향력을 준다. 이에 본 연구에서는 중국 모바일 마케팅의 정보품질 특성을 중심으로 한국 화장품 구전효과와 구매의도에 미치는 영향에 대해서 살펴보고자 한다. 본 연구는 이론적 연구를 통해 모바일 마케팅 관점에서 정보품질, 구전효과, 구매의도를 이해하고 설문조사를 통해 가설을 검증하였다. 분석은 SPSS 22.0 프로그램을 사용하여 모바일 마케팅 정보 품질에 대한 유용성, 정확성, 형식성, 적시성, 접근성 요인이 구전효과 및 구매의도에 미치는 영향에 대해 중국 20-40대 여성 소비자를 대상으로 온라인 설문을 진행하였다. 본 연구의 결과에서 모바일 마케팅 정보품질의 유용성, 형식성, 적시성은 구전효과에 영향을 미쳤으며, 유용성, 형식성은 구매의도에 영향을 나타냈다.

Purpose - This paper aims to identify factors that influence the users' word-of-mouth intention (WOMI) regarding mobile apps, focussing on the impacts of technology acceptance model (TAM) and social network theory. Research design, data and methodology - Based on TAM, this study integrates social network theory into the research model. The 317 sets of data collected in a survey were tested against the model using SmartPLS. Results - Our findings suggest the following: 1) Personal innovativeness positively influences perceived usefulness (PU), perceived ease of use (PEU) and perceived enjoyment (PE); 2) PEU affects PU and PE; 3) Both PU and Satisfaction are directly correlated with WOMI. Although PEU and PE has no direct impact on WOMI, they may indirectly affect WOMI via Satisfaction, as PU, PEU and PE all positively influence satisfaction; 4) Network density and network centrality both play a mediating role in the relation between PEU and WOMI. Referral Reward Program have a positive moderating effect on the relation between PU and WOMI. Conclusions - The findings of this study illustrate the traits of Apps that can promote users’ WOMI, as well as the characteristics of people who are more likely to participate in the word-of-mouth process. The findings provide a theoretical basis for app developers to make word-of-mouth a marketing strategy.

The purpose of this study was to look at the mediating effect of social support and interests on the relationship between characteristics of agricultural education program and word of mouth intentions. As a results of analysis of structural model, first, social support had a mediating effect on the relationship between characteristics of agricultural education program and word of mouth intentions. Second, interests had a mediating effect on the relationship between characteristics of agricultural education program and word of mouth intentions. The results highlight the importance of promoting social support and individuals' interests on the agricultural education program to increase the word of intention for agricultural education program. This eventually leads the revitalization and development of agricultural education.

Purpose - The purpose of this research is to determine the impact of word of mouth on customer perceived value for restaurants in Malaysia. The objectives of this research include determining how word of mouth (WoM) factors - frequency of word of mouth messages, reputation of word of mouth messenger, richness of word of mouth message, dispersion of word of mouth conversations and manner of word of mouth delivery impact customer perceived value in Malaysian restaurant industry. Research Design, Data, and Methodology – The research follows causal / explanatory research method based on quantitative data. A sample of 150 restaurant customers in Kuala Lumpur, Malaysia was selected using convenience sampling technique. Likert scale questionnaire is used to collect data and data is analysed using regression analysis through SPSS 22. Results – The statistical analysis revealed that independent variable ‘manner of delivery’ significantly and positively impacts c ustomer perceived value for restaurants in Malaysia. Conclusions – To build strong positive customer perception, Malaysian restaurants can enhance word of mouth campaigns’ ‘manner of delivery’ by making them passionate, exciting and with high emotional appeal.

최근 온라인 게임은 콘텐츠 자체뿐만 아니라 운영 서비스가 종합적으로 작용하여 성장을 이루고 있다. 그러나 기존의 연구에서는 게임운영 서비스 품질에 비해 게임의 콘텐츠 특성에 많은 초점을 두고 연구가 수행되고 있다. 본 연구는 온라인 스포츠게임을 연구 대상으로, 게임의 콘텐츠특성과 운 영 서비스품질이 유저의 지속이용의도와 구전의도에 미치는 영향을 기대충족 모델을 적용하여 분석 하고, 그에 따른 지속 서비스를 위한 유저 풀을 확대 및 확보하는데 어떠한 노력을 기울여야 하는지 에 대하여 학술적 및 실무적 시사점을 제시하였다. 연구결과, 게임 컨텐츠 특성인 현실성은 기대충족 까지도 영향을 미치는 게임 콘텐츠의 주요한 변수임이 밝혀졌으며, 운영 서비스 품질인 공감성은 기 대충족에도 영향을 주어 구전의도를 일으키는 직·간접적 역할을 하고 있음을 확인할 수 있었다.

본 연구는 기존에 존재하는 다양한 형태의 게임에 대한 선행 연구를 기반으로 모빌리티와 소 셜 요인을 부각시킨 새로운 게임형태인 모바일 소셜 네트워크 게임에 대해 연구하고 기존의 게 임과는 차별화된 모바일 소셜 네트워크 게임의 특성이 게임 유저들의 온라인 구전에 미치는 영 향에 대해 분석하였다. 그 결과 사용자 간의 상호적 관계, 시간과 장소의 구애를 받지 않고 지 속적인 접속이 필요 없는 특성들이 몰입을 증가 시킨다는 사실을 밝혀냈다. 하지만 미디어와 상호작용 과정 속에서 개인이 지각하는 사회적 실재감과 비동기성은 만족에 영향을 미치지 않 은 것으로 나타났다. 또한 이러한 몰입은 만족보다 온라인 구전에 많은 영향을 미치는 것으로 나타났고 이러한 연구결과는 향후 국내 모바일 소셜 네트워크 게임 산업의 지속적인 발전에 기 여할 수 있는 참고자료가 될 수 있을 것이라고 기대한다.