In recent years, the marketing literature has given considerable attention to the concept of online consumer misbehaviour. However, this increased interest has resulted in a significant accumulation of knowledge, leading to fragmentation and confusion in the field. This situation has serious implications for both researchers and practitioners, as it impedes the development of a coherent and unified understanding of the field. To address this issue, this paper presents a systematic review aimed at consolidating and organizing the available research on online consumer misbehaviour. The paper provides a conceptualization and operationalization of the concept of OCM. Additionally, the paper identifies and discusses the existing theories used in the field of OCM research.

Over the last decade, the COBRAs have attracted the attention of researchers in relation to their motives or outcome for the brand. However, the corpus of literature on COBRAs still is at a nascent stage and has created new opportunities pertaining to knowledge development. Undoubtedly, there is a clear need for some structure through mapping the research terrain to guide future research and further its development. Thus, a systematic review methodology was performed producing a top-quality pool of 35 papers that forge a robust understanding of this phenomenon. This research is the first study to perform a systematic review to examine the literature on COBRAs. Based on this, the findings contribute to theoretical knowledge, with extensive opportunities for generating novel theory and new forms of marketing practices.

본 연구는 소비자가 경험재인 웹소설을 선택하는 상황에서 사실적 메시지와 평가적 메시지를 담은 온라인 리뷰를 보았을 때 더 유용하다고 판단하는 리뷰가 무엇인지 탐색하고, 이러한 유용성 평가의 차이에 대한 개인의 분석적 의사결정 성향 수준의 조절효과를 검증하기 위하여 실시되었다. 경험재를 구매하기 전 객관적 정보를 수집하는 소비 자의 성향에 근거하여 웹소설의 소비자는 사실적인 온라인 리뷰의 유용성을 더 높이 평가할 것으로 예상하였다. 또 한 인지적 성향에 따라 구분되는 의사결정 유형 중 분석적 의사결정자는 정확한 정보를 수집하여 논리적인 판단을 내린다. 따라서 분석적 의사결정 성향 수준이 높아짐에 따라 사실적인 온라인 리뷰의 유용성 평가가 높아질 것으로 예상하였다. 실험 1의 결과 사실적인 리뷰를 제시받은 집단이 평가적인 리뷰를 제시받은 집단보다 리뷰의 유용성을 높이 평가하였으며, 실제 웹소설 선택 상황과 유사하게 두 유형의 리뷰를 동시에 제시한 실험 2에서도 리뷰의 유용 성 평가에 대한 리뷰 메시지 유형의 주효과가 확인되었다. 또한 실험 2에서는 분석적 의사결정 성향 수준이 높아짐 에 따라 사실적인 리뷰의 유용성을 높이 평가하는 경향이 드러나 분석적 의사결정 성향 수준의 조절적 역할이 확인 되었다. 본 연구는 경험재인 웹소설을 선택하는 상황에서 리뷰 메시지 유형 및 소비자의 분석적 의사결정 성향 수준 이 소비자의 리뷰 유용성 평가에 영향을 끼친다는 사실을 확인함으로써 웹소설 소비자의 행동 양식을 밝혔다는 이론 적, 실무적 의의를 갖는다.

As the initial form of human civilization, games are symbolic interactive behaviors full of emotional communication. With the development of technology, mobile online games have become a new mass entertainment and social media and profoundly changed people's communication mode. Mobile online games have inherited the emotional interaction behavior in traditional games, but also opened up a new emotional interaction mode, reshaping modern people's cognition and communication. Players establish contact with other players through games to produce interactive behaviors, and the essence of interactive behaviors is the process of emotional communication. The rapid development of mobile online games has not only changed the development of social economy, but also changed the economic and social relations between people and society, as well as the emotional cognitive style. This paper holds that the essence of any interactive behavior is the process of emotional communication, which will have a far-reaching impact on society and individuals. Studying gamer and society under modern conditions from the perspective of emotional communication may better understand our life and existence. On the other hand, in the process of emotional interaction, the inevitable conflict causes one or more negative emotions to breed, which may gradually develop into serious social problems, especially adolescent health problems. Therefore, how to make better use of the positive effects of emotional communication in mobile online games in real life, work and study, and how to avoid and solve the social and personal problems that may arise in the process of emotional communication in mobile online games are practical problems that need to be further considered and solved in future research.

목적 : 본 연구는 고령자를 대상으로 한 대면 방식(offline)의 라이프스타일 중재 및 모바일 앱을 통한 라 이프스타일 중재(online 또는 mobile health)의 효과를 알아본 연구들을 고찰하고, 그 효과를 알아보는 것을 목적으로 한다. 연구방법 : 2010년 1월부터 2020년 2월까지 데이터베이스 PubMed, Cochrane, Embase, NDSL에 게재 된 문헌들을 대상으로 하였다. 최종적으로 오프라인 중재 연구 6편과 온라인 중재 연구 4편을 체계적으로 고찰하였으며, Comprehensive Meta Analysis 3.0 프로그램을 사용하여 메타분석을 실시하였다. 결과 : 선정된 10개 논문의 평균 PEDro scale은 6.3점으로 비교적 높은 편에 속했다. 10편의 연구 중 프 로그램 구성을 주로 신체활동 및 식이에 초점을 맞춘 연구가 8편, 작업에 기반한 연구가 2편이었다. 메 타분석 결과, 오프라인 중재 방식과 온라인 중재(모바일 헬스) 방식의 효과 크기가 각각 0.13(p=0.035), 0.27(p=0.001)로 모두 작은 효과 크기로 통계학적으로 유의미하였다. 결론 : 본 연구를 통해 오프라인 및 온라인(모바일 헬스) 방식의 라이프스타일 관련 중재가 고령자의 건강에 긍정적인 영향을 줄 수 있는 유용한 중재 방식이 될 수 있음을 확인하였다. 따라서 본 연구 결과는 향후 국내 지역사회 상황과 고령자의 특성에 따른 라이프스타일 관련 중재 기법을 선정할 때 도움이 될 수 있을 것으로 사료 된다.

최근에는 5G 시대가 전개되면서 온라인 콘텐츠의 중요성이 더욱 높아져 가는 이 때에 우리나라와 미국 저작권법에 공통으로 존재하는 문구인 “침해가 명백하다는 사실 또는 정황을 알게 된 때 (red flag awaren ess)”의 소위 적색 깃발테스트에 관한 미국 법조문과 관련 판례를 검토 하고자 한다. 미국 DMCA1) 제 512 조 (c) 면책항 조항의 적용에서 미국 연방 법원은 “적색깃발 인식”의 명확한 기준을 정립하는 과정에서 다양한 접근방법을 제안하고 있다. 침해 행위로부터 이익을 얻으면서도 침해 행위의 구체적 인식을 기망적인 회피하는 온라인서비스제공자들에 대하여 미국 보통법 상의 개념인 ‘의도적인 외면’을 512조 면책항에서의 ‘실제적인 인식’이나 ‘적색깃발 인식’에 해당한다고 보거나, 또는 저작권 유인 침해적인 비즈니스 모델의 존재를 근거로 하여, 궁극적으로는 면책항 적용을 박탈하고자 하는 미국 판례들이 나오게 되었다. 반면, 우리나라 대법원의 법리에 따르면, “외관상 명백성”의 법리에 따라 온라인 상의 이용자들의 불법행위에 대하여 온라인서비스제공자의 저작권 간접침해 책임을 규율하고 있다. 하지만 이러한 과실 방조 책임의 법리는 온라인 상의 정보 유통이라는 기능을 수행하는 온라인서비스제공자들에게 과도한 책임에 노출되도록 하는 문제점이 있다. 따라서 향후에는 우리나라 법원은 온라인서비스제공자들에게 예측 가능성을 높일 수 있는 세부적이고 구체적인 법리의 개발이 필요할 것이다.

With the booming popularity of social media such as facebook and Wechat, more and more people and firms commence to utilize it to promote products and services. The convenience of sharing personal experience online, however, also leads to increasing number of consumer to complain through online reiews. For example, negative online review has increased 800% over the years between 2014 and 2015 (Causon 2015) and has negative impact on many viewers’ buying decisions (Chevalier, & Mayzlin, 2006). Therefore, it is important to investigate what factors would reduce the negative impact of other customers’ online complaints on consumer purchase intention. Developing friendships with customers through social media is a common strategy for service provider to retain customers. Prior literature suggests that consumers in general are more tolerant of a service failure when the service provider is having a friendship with the customer than when the provider is having a business relationship (Wan, Hui, and Wyer 2011). Therefore, we suggest that friendship could also attenuate the negative impact of an online complaint from other customer on consumer purchase intention. Furthermore, we predict that this could happen only in the self-consumption situation. In the consumption situation of buying gifts for others, friendship would no longer attenuate the impact of a negative online review on consumer purchase intention. It is because gift giving involves sybolic value of face enhancement in developing social relationships with the gift giving target. Consumers would be less likely to take risks of buying substandard products as gifts. Implications and future research directions will be discussed.

Since more and more consumers rely on online consumer reviews in their purchase decision making, we have observed the emergence of empirical studies on online reviews in different contexts. Such studies look at various dimensions surrounding online reviews; nevertheless, none of them actually gives a more comprehensive picture as to the rating differences across online rating platforms and/or across time, let alone explains such differences. This study aims to address these understudied but managerially relevant issues. In our empirical study, we focus on hotel ratings across platforms and across time (i.e., across identified change point in time), and explain such differences by review text associating with the ratings. We investigated San Francisco hotels that were rated on both Tripadvisor and Expedia, and utilized the General Inquirer dictionary to identify the categories of words in a review. Regressions analyses were then conducted for the explanation of rating differences. We found that rating differences, in both the cross-platform and the longitudinal cases, are substantially associated with the number of words (in a negative relationship). Furthermore, word tags identified from the review text associated with ratings also explain the rating differences. To conclude, the research reveals that for a specific service provider, online ratings may vary significantly in both the cross-platform and the longitudinal senses. It demonstrates that adopting a systematic approach and utilizing an established semantic dictionary, information extracted from review text can substantially explain such differences.

Online review sites have become both popular and indispensable for many industries that have recognized the importance of word-of-mouth as advertising tools. Hotels and restaurants that are rated highly by travel site “Trip advisor” proudly put a sticker outside their business locations demonstrating their popularity. The review site logos, and the business scores on stickers and badges regularly serve as seals of approval and symbols of reliability. This has given rise to a cottage industry that misuse the trust. While some businesses post flattering reviews as advertising, competitors sometimes falsely slander reputation of competitors. There has been some research which explores the issue of reliability of online reviews, for example, Luca and Zervas, (2015)* identify different restaurant characteristics that cause them to use fake reviews. Ney (2013)* identifies factors consumers use to assess credibility of online reviews. The problem of unreliable reviews creates an interesting set of issues that we attempt to address in this paper. First, if there is a way to confirm whether the reviews are reliable without engaging in primary data collection. Second, what explains the underreporting or over reporting of the quality of a place? To answer the above questions, in this paper the authors extract emotions embedded in location-based tweets emerging from restaurant locations to verify the reliabilities of their online review scores on Yelp. Due to the real-time nature of the feedback, location based tweet content is free of certain survey response biases like social desirability bias. In order to collect location based tweets, we mined data from consumers checking-in via Foursquare (a location based social network application) at restaurants, across six regions in USA. These regions were chosen because of the high volume of check-ins emanating from them on foursquare. Using this data set we were able to extract specifics such as the name of the restaurant, the content of the tweet and related temporal variables impacting the consumer’s experience in a particular business location. Over twenty five thousand tweets were analyzed which were posted by approximately 14000 users. Further, we developed a scale measuring emotions embedded in the tweets with the help of University of Florida’s Affective Norms for English Words (ANEW) scale. Each of the tweets were divided into its constituent’s words and the words were checked against the Anew scale items. When a word was identified, we allotted a numerical pleasure value to that word. At the end of the processing we had an average numerical pleasure score for each tweet. Using the tweet pleasure score and the Yelp score, an index was computed that could reveal whether Yelp overrated or underrated the restaurant. Further analysis led to preliminary findings that demonstrated how underrated or overrated a restaurant was varied with the type of cuisine served in the restaurant. Among all restaurants, over 75% of the restaurants were classified as overvalued. In other words, based on tweet emotion content, most Yelp ratings appear positively biased. Asian restaurants were the most overvalued (100%) followed by Latin restaurants, which were 88% overvalued. One interesting initial finding was that American category restaurants were the most undervalued. 43% of the restaurants were undervalued on yelp as compared to their pleasure ratings.

The advances of the Internet open consumers new opportunities to share their consumption experiences, opinions and feelings with others. Online customer reviews (OCRs) are a crucial source of information for consumers and are regarded as one of the most influential types of electronic word-of-mouth (eWOM) in shaping consumer attitudes and facilitating purchase decisions (Plummer, 2007). Prior research has produced a number of valuable insights on OCRs (e.g., Dellarocas, Gao, & Narayan, 2010; Hennig-Thurau et al., 2004; Mayzlin, Dover, & Chevalier, 2014). Especially the influence of OCR valence (positively vs. negatively framed information) has received considerable attention both from practitioners and from scholars (e.g., Xue & Zhou, 2010; Yang & Mai, 2010; Lee et al., 2009). However, we argue that scientific insights on the influence of OCR valence remain limited. Specifically, this paper shows that the level of source credibility (high vs. low) as well as the type of product (search vs. experience good) are important moderators of the influence of OCR valence on several consumer OCR reactions (product attitude, product quality, and product trust) under specific circumstances only. Four hundred and sixteen respondents (70% females, average age 24 years) participated in an experiment with a 2×2×2 between-subjects full factorial design manipulating the OCR valence (positive vs. negative), the source credibility (high vs. low) and the product type (search vs. experience good). Results demonstrate that the effect of positive OCRs from highly credible sources on diverse outcome variables is larger than from low credible sources. By acknowledging Chaiken et al.’s (1989) theoretical extension of the heuristic-systematic model (Chaiken, 1980) we provide empirical evidence that source credibility intensifies the impact of positive OCRs due to the additivity effect. In contrast, credible negative information is not more influential than incredible information. A similar mechanism becomes operational when considering product type. Here, positive OCRs about experience goods have a stronger influence on product evaluations than similarly valenced information about search goods. This research provides further support for the crucial role of credible, positive OCRs in affecting consumer behavior in contrast to their negative counterparts. From a practical perspective, marketers should consider including highly credible OCRs from trustworthy and experienced customers’ peers as decision aids. This can be achieved, for instance, by including personal postings from Facebook. Such a strategy is particularly efficient as positive OCRs increase the consumer’s confidence towards the product while credible negative OCRs are not more harmful than incredible ones.

Customers’ final purchase decisions for electronic products are understandably influenced by previous experiences, marketing messages such as price and promotion, and opinions from other consumers (Simonson and Rosen 2014). In particular, millions of product reviews are posted daily on online review boards or social media represent aggregate consumer preference data (Decker and Trusov 2010). Past studies analyzing online reviews or word-of-mouth (WOM) have focused more on the quantitative dimension of volume of WOM (or “how much people say”), but less on qualitative dimension of valence of WOM (or “what people say”) (Gopinath, Thomas, and Krishnamurthi 2014). However, recent studies have analyzed disaggregate-level UGC by performing text mining in addition to a general analysis of volume and valence of OUGC. Onishi and Manchanda (2012) investigate the relationship between movie sales and both TV advertising and blogs. Although the authors find that the volume and the valence of OUGC (i.e., blogs) are predictive of market outcomes, they retain only certain words (i.e., advertising, award, interesting, and viewed) that consumers would find useful, therefore having general predictive power for market outcomes. Gopinath, Thomas, and Krishnamurthi (2014) address the relationship between the content of online WOM, advertising, and brand performance of cell phones and find that the volume of OUGC does not have significant impact on sales, but only the valence of recommendation UGC has a direct impact. Liu, Singh, and Srinivasan (2015) find that both the volume and sentiments of Tweets do not outperform the information content of Tweets in predicting TV series ratings. Although these three papers have investigated the importance of qualitative UGC through text mining techniques, such studies have not accounted for the detailed dimensions of specific contents. For example, Onishi and Manchanda (2012) use only 4 words out of top 30 frequently cited words for their analysis, and Gopinath, Thomas, and Krishnamurthi (2014) classify the OUGC into three disaggregated dimensions (i.e., attribute, emotion, and recommendation) without further classifications of subcategories and valence of positivity and negativity. Liu, Singh, and Srinivasan (2015) mainly focus on positive and negative Tweet contents about TV shows, lacking further classification of functional and emotional dimensions. In contrast to these studies, this study aims to examine in-depth multidimensional aspects of the content of online reviews, i.e., qualitative UGC, and their impacts on product sales. In this process, we develop defensible measurements of UGC by executing a comprehensive empirical text analysis and evaluate the impact of measures of qualitative UGC relative to volume measure of quantitative UGC. Specifically, we analyze a large data set of UGC on the 350 most talked-about smartphone games from seven different genres (e.g., action, arcade, shooting, puzzle, role playing, simulation, and sports) over a 30 month period, August 2010 to February 2013. We utilize a theoretical framework that classifies qualitative UGC into two major perceptions of functional and emotional dimensions. Prior studies show that perceptions of both functional (cognitive) and emotional (affective) dimensions should be considered to investigate their effects on perceived user satisfaction (Coursaris and van Osch 2015) and online shopping behavior (Van der Heijden 2004). It is evident that both functional and emotional UGC influence consumers to purchase a focal product (Lovett, Peres, and Shachar 2013). The functional UGC relates to the positive and negative attributes and beliefs about a product, and the emotional UGC pertains to the feelings and emotions in response to product experience. As an example, consider one innovative car-racing mobile game which, although expensive, has 3D graphics and high level of complexity. After playing this game, consumers may express their feedback on this game online by describing it as well-made, unique, but sometimes fearful (because a high bill charge is expected from excessive playing time), and addictive (because they like the game too much to stop playing it). This type of online reviews contains different types of UGC: functional (e.g., quality, innovativeness) and emotional (e.g., fear). Another layer of our analysis involves the heterogeneity of impact on product sales across different qualitative UGCs. Specifically, we consider the effects of functional UGC on product sales across emotional contexts such as anger and happiness, in other words, a simultaneous association between functional UGC and emotional UGC. For example, although a consumer may be attracted by some reviews on the high quality graphics of a mobile game (functional UGC), she may hesitate to purchase this product because other reviews express their fear about high cost of purchasing virtual goods (emotional UGC). Accordingly, we expect the functional UGC’s effects on sales to be moderated (amplified or reduced) by emotional UGC. We accommodate such interaction effects in both aggregate and disaggregate models. To the best of our knowledge, this study is the first to empirically identify two dimensions of qualitative UGC (functional and emotional), and shed light on the effects of multidimensional UGC categories on sales. Our findings on the influence of qualitative UGC on product sales are quite different from the prevailing view that firms should pay attention more to the volume of UGC (Chevalier and Mayzlin 2006; Liu 2006) but little to the valence of UGC (Duan, Gu, and Whinston 2008; Godes and Mayzlin 2004; Liu 2006). Rather, our research is in line with recent three papers (Gopinath, Thomas, and Krishnamurthi 2014; Liu, Singh, and Srinivasan 2015; Onishi and Manchanda 2012) in terms of the importance of considering specific contents from a vast amount of text data. However, our paper provides two key contributions. First, we show that specific categories of qualitative online UGC such as functional and emotional variables can be used to predict product sales; this result will be of a high managerial relevance. Especially, traditional methods that use simple metrics such as volume and valence of UGC are less accurate than our method that employs a sophisticated, multidimensional content analysis. Second, the results offer guidance to firms in determining which specific UGC (quantitative or qualitative; functional or emotional; under what contexts) they should focus on for increasing the efficiency of their online marketing activities. Utilizing a large dataset of online reviews on 350 mobile games consisting of four million postings generated for thirty months, the authors identified 76 representative words to describe the functional and emotional UGC using text analysis and word classification. We combined the resulting UGC volumes with weekly sales, resulting in 1,835 observations for analysis with hierarchical Bayesian methods. We find that functional UGC includes 54 representative words to describe various levels of product quality, product innovativeness, price acceptability, and product simplicity, and emotional UGC includes 22 words to express anger, fear, shame, love, contentment, and happiness. The results show that the volume and valence of aggregated functional UGC and the share of aggregated emotional UGC have the positive effects on sales. The volume and valence of functional UGC subcategories have mixed effects on sales and the link is moderated by the share of emotional UGC subcategories. These results are in contrast to those in the literature. Further, a sales forecasting model which includes 13 variables of UGC subcategories shows the best predictive validity. The authors discuss the implications of these results for online marketers.

본 연구에서는 온라인 쇼핑몰 상황에서 이전사업경험, 제품속성과 온라인 고객 의견이 신제품 매출성과에 미친 영향을 살펴보았다. 인터넷 쇼핑몰에서 제품 성과에 대한 연 구들은 선진국 온라인 쇼핑몰을 중심으로 고객들의 구전효과에 초점을 두고 연구를 진행해 왔으며 상대적으로 기업특성이나 제품속성에 대한 연구는 미흡하였다. 본 연구에서는 중국 인터넷 쇼핑몰에서 판매중인 총 407개 TV모델들을 대상으로 기업특성, 제품속성 및 온라인 고객의견이 제품 매출성과에 미친 영향을 살펴보았다. 기업특성에서는 이전TV제조업체들의 제품이 신규 진입기업들의 제품들보다 매출성과가 높았다. 제품속성에서는 경쟁제품 대비 초기 가격수준이 낮을수록 성과가 높으며 가격할인율이 높은 경우에는 오히려 매출성과가 낮았다. 전반적인 제품의 기술경쟁력 수준이 높을수록 판매성과가 높으며 신기능의 특성에 따라 매출성과에 미친 효과는 다르게 나타났다. 제품별 온라인 고객평가 의견수가 많을수록 해당 제품의 매출성과는 높은 것으로 나타난 반면, 온라인 고객평가 점수는 매출성과에 유의 한 영향관계나 나타나지 않았다. 본 연구에서는 온라인 쇼핑몰 상황에서 신제품 매출성과 향 상을 위한 이론적 실무적 의의를 제시하고 향후 연구과제들을 제시하였다.

2001년 중국시장에서의 한국 온라인게임의 큰 성과에도 불구하고, 2006년 이후 중국내 위 치는 점점 축소되고 있다. 따라서 본 연구는 소비자의 ‘인지-감정-행위(의도)’ 간 관계에서 재이 용행위 결정요인과 온라인평가의 조절 효과에 관한 연구모형을 설정하였다. 설문조사를 통하여 회수된 자료를 사용하여 조절회귀 분석을 활용하여 실증분석을 하였다. 분석결과를 보면 재구 매 행위에 대해 인지가치와 충성도가 긍정적 영향을 미쳤으며, 온라인평가는 부분적으로 조절 효과를 가졌다. 또한 학력이 통제변수로서 재구매 행위에 부정적 영향을 미쳤다. 따라서 게임업 체는 게임개발 시 인지가치와 신뢰/충성도에 영향을 미치는 가격, 품질관리, 정보관리에 주의하 여야 하겠으며, 온라인평가의 정확한 분석 결과 등을 잘 활용해야 하겠다.