Impact of Overall Image, Product Familiarity, Situational Involvement, Attitude toward the Product, and Word-of-mouth Intention toward Korea: The Moderating Effect of Subjective Knowledge

2020 ◽  
Vol 32 (8) ◽  
pp. 307-322
Author(s):  
Sung-Bum Kim ◽  
Woo-Hyuk Kim ◽  
Kyuhwan Choi
Keyword(s):  
Word Of Mouth ◽  
Moderating Effect ◽  
Subjective Knowledge ◽  
Situational Involvement ◽  
Product Familiarity

Uncertainty avoidance as a moderator for influences on foreign resident dining out behaviors

2018 ◽  
Vol 30 (2) ◽  
pp. 900-918 ◽  
Author(s):  
Sunhee Seo ◽  
Kawon Kim ◽  
Junghee Jang
Keyword(s):  
Structural Equation ◽  
Group Analysis ◽  
Uncertainty Avoidance ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Cultural Dimension ◽  
Content Type ◽  
Subjective Knowledge ◽  
Multiple Group ◽  
Multiple Group Analysis

Purpose The purpose of this paper is to examine the moderating effect of uncertainty avoidance (UA) on the relationships among subjective knowledge, attitude toward Korean foods and dining out behavioral intentions (BI) of foreign residents in Korea. Design/methodology/approach A total of 247 foreign residents in Korea were participated through a street intercept survey at several locations in metropolitan areas of South Korea. Subsequently, the samples were divided into two groups (a low UA group and a high UA group) for multiple group analysis to examine the moderating role of UA. Findings The results of structural equation modeling showed that subjective knowledge and attitude toward Korean foods significantly influenced intention to visit Korean restaurants. Furthermore, multiple group analysis results showed that UA had a significant moderating effect as a cultural dimension on the relationships between subjective knowledge and BI, as well as between attitude and BI. Research limitations/implications This research has made the first attempt to account for UA in examining the relationships among subjective knowledge, attitude and BIs, especially for ambiguous situations where foreign residents who are new to the mainstream Korean food culture face challenges in visiting Korean restaurants. Practical implications The findings indicate that enhancing subjective knowledge about Korean foods should increase the probability of foreign residents visiting Korean restaurants, so restaurant marketers should consider subjective knowledge as they work to encourage foreign residents to try Korean foods. Furthermore, planning strategies for marketing to foreign residents should consider level of UA among foreigners. Originality/value This study first illustrates the value of considering the cultural trait of UA in examining dining out behavior at ethnic restaurants. The UA trait sheds light on how subjective knowledge helps predict attitude and dining out BI at ethnic restaurants.

The effect of disparaging humor and offensiveness in hijacked advertising: the moderating effect of ad hijacking recognition

2020 ◽  
Vol 37 (4) ◽  
pp. 433-443
Author(s):  
Sweta Thota ◽  
Ricardo Villarreal
Keyword(s):  
Empirical Study ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Negative Word ◽  
Moderating Effect ◽  
Empirical Examination ◽  
Corporate Brand ◽  
Content Type ◽  
Dependent Variables ◽  
Limiting Condition

Purpose What happens when an ad parody is created with subtle, professional changes to text and imagery, making it almost indistinguishable from the original corporate brand ad? This paper labels this limiting condition of ad parodies as hijacked advertising. Can viewers of such ads recognize whether the ad is hijacked or not? Also, what are the effects of using the dimensions of disparaging humor and offensiveness, commonly used in hijacked ads, on attitudes toward the brands in these ads and a propensity to engage in negative word-of-mouth (WOM) behavior? Results show that ad hijacking recognition moderates the effect of disparaging humor and offensiveness dimensions in hijacked ads on the dependent variables, with adverse attitudes toward the brand and increased intentions to engage in negative WOM behavior only when consumers can recognize that a hijacked ad is indeed hijacked. Further, the moderating effect of ad hijacking recognition on the dependent variables is attributable only to the dimension of offensiveness but not to disparaging humor. Finally, results show that attitudes toward the brand in the hijacked ads completely mediate the effect of offensiveness and the recognition that an ad is hijacked on intentions to engage in negative WOM behavior. Design/methodology/approach This paper investigates these questions through an empirical examination using an original corporate brand ad, a hijacked version of the original ad using a disparaging humor dimension and another hijacked version of the original ad using the offensiveness dimension. Findings Results show that ad hijacking recognition moderates the effect of disparaging humor and offensiveness dimensions in hijacked ads on the dependent variables, with adverse attitudes toward the brand and increased intentions to engage in negative WOM behavior only when consumers can recognize that a hijacked ad is indeed hijacked. Further, the moderating effect of ad hijacking recognition on the dependent variables was attributable only to the dimension of offensiveness but not to disparaging humor. Finally, results show that attitudes toward the brand in the hijacked ads completely mediates the effect of the recognition that an ad is hijacked and the dimension of offensiveness on intentions to engage in negative WOM behavior. The result, that a fairly high percentage of respondents attribute the original corporate brand as the source of the hijacked ads, points to a potentially damaging and out-of-control threat to marketers. Originality/value Through an empirical study, converging results around the effects of hijacking ads with disparaging humor and offensive dimensions on consumers’ attitudes toward the advertised brand and a propensity to engage in negative WOM behavior were gathered.

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

2020 ◽  
Vol 16 (4) ◽  
pp. 65-81
Author(s):  
Jose Pius Nedumkallel ◽  
Deepak Babu ◽  
Michelle Francis
Keyword(s):  
Brand Loyalty ◽  
Perceived Risk ◽  
Word Of Mouth ◽  
Online Reviews ◽  
Moderating Effect ◽  
Viral Marketing ◽  
Marketing Activities ◽  
Negative Perceptions ◽  
The Impact ◽  
The Relationship

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.

THE EFFECTS OF PERCEIVED RISK ON THE WORD-OF-MOUTH COMMUNICATION DYAD

2006 ◽  
Vol 34 (10) ◽  
pp. 1207-1216 ◽  
Author(s):  
Tom M. Y. Lin ◽  
Cheng-Hsi Fang
Keyword(s):  
Perceived Risk ◽  
Financial Risk ◽  
Word Of Mouth ◽  
Negative Relationship ◽  
Social Risk ◽  
Positive Effects ◽  
Performance Risk ◽  
Expected Performance ◽  
And Performance ◽  
Product Familiarity

This study examined the effects of perceived risk on the sender and the receiver of word-of-mouth (WOM) communication. Regression analysis of 675 questionnaires administered in Taiwan metropolitan areas confirmed that financial risk and performance risk have significant positive effects on WOM's influencing of the receiver's purchase decision, whereas social risk and psychological risk have significant positive effects on the sender's intention of WOM spread. Product familiarity was identified as a moderator of the relationship between expected performance risk and WOM spread. There was a negative relationship between expected performance risk and WOM spread when people were unfamiliar with the product.

scholarly journals The relationship between satisfaction, trust and repurchase intention: examining the moderating role of word of mouth

2020 ◽  
Vol 7 (2) ◽  
Author(s):  
Ho Trong Nghia ◽  
Bui Thi Thanh ◽  
Diep Quoc Bao
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Repurchase Intention ◽  
Modeling Data ◽  
Dissonance Theory ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Underlying by Cognitive Dissonance Theory, this study aims to examine the moderating effect of word of mouth (WOM) on the relationship between consumers’ satisfaction and trust. The research also emphasizes on figuring out the differences in moderating effects of WOM between online and conventional shopping context. In addition, the impact of trust on repurchase intention is also investigated. Applying Structural Equation Modeling, data collected from 296 online consumers and 169 conventional shoppers have been analyzed to figure out the associations among these concepts in both shopping context. The results indicate that word of mouth significantly plays a moderating role in the relationship between satisfaction and trust. In addition, it is obviously evidenced that the moderating effect of WOM varies due to different shopping contexts and the interactions of satisfaction, trust and repurchase intention are also different. The findings provide a better understanding regarding consumer behavior in different shopping environments. Consequently, practical implications for marketers and theoretical implications for scholars are discussed.

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