- E-ISSN2233-5382
- KCI
E-ISSN : 2233-5382
Vol.11 No.8
Abstract
Purpose: Prior studies rarely investigated the effects of the Word of Mouse (WoM) information on consumers' motivation and willingness to purchase a product. Furthermore, few scholars have studied how word-of-mouth information works and they fail to find consistent results. Research design, data and methodology: This study uses a multivariate regression model to investigate the influence of WoM on consumer attitudes and consumer decision-making. It categorizes the quality of WoM into source level and acceptance level, to analyze its influence from a new perspective. A total of 400 surveys were completed, resulting in 336 usable questionnaires for analysis. It was collected in 14 cities from all regions in China. This study constructs a theoretical model of WoM influence on consumers' purchase willingness based on a systematic review of the related literature on WoM quality, perceived value, customer trust, and consumers' purchase willingness. Results: Empirical results reveal that the Internet WoM (consumer's source level and acceptance level) indirectly affects consumer behavior by influencing consumer attitudes. Conclusions: This study provides practical significance and value for merchants to develop better WoM marketing and to establish the reliability of WoM websites. Companies should consider online WoM from the perspective of consumers, thereby improving existing marketing strategies.
Abstract
Purpose: As one of the most developed cities in China, the application of e-commerce is more mature, especially the promotion of ecommerce to foreign trade. After the establishment of Shanghai Free Trade Zone (FTZ) in 2013, the government issued a series of policies to promote the application of e-commerce in Shanghai's foreign trade. This paper takes Shanghai FTZ as an example to study how to develop the application of e-commerce in other free trade zones and how to innovate the international trade mode. Research design, data and methodology: This paper selects the latest data from 2010 to 2019, uses econometric correlation analysis and regression analysis to study the impact of e-commerce on the foreign trade of Shanghai FTZ. Results: At last, the conclusion is drawn that the establishment of free trade zone provides many advantages for the development of e-commerce in Shanghai, and the growth of e-commerce in Shanghai FTZ promotes the development of foreign trade of Shanghai FTZ. Conclusions: So as to promote the development of e-commerce in Shanghai Free Trade Zone, some suggestions are put forward, such as increasing network supervision, establishing e-commerce talent training system, logistics management and information management systematization.
Abstract
Purpose: This study uses 'Autoregressive Integrated Moving Average Model' to predict the impact of a sharp drop in the base rate due to COVID-19 at the present time when government policies for stabilizing house prices are in progress. The purpose of this study is to predict implications for the direction of the government's house policy by predicting changes in house transaction prices and house rental prices after a sharp cut in the base rate. Research design, data, and methodology: The ARIMA intervention model can build a model without additional information with just one time series. Therefore, it is a time-series analysis method frequently used for short-term prediction. After the subprime mortgage, which had shocked since the global financial crisis in April 2007, the bank's interest rate in 2020 is set at a time point close to zero at 0.75%. After that, the model was estimated using the interest rate fluctuations for the Bank of Korea base interest rate, the house transaction price index, and the house rental price index as event variables. Results: In predicting the change in house transaction price due to interest rate intervention, the house transaction price index due to the fall in interest rates was predicted to change after 3 months. As a result, it was 102.47 in April 2020, 102.87 in May 2020, and 103.21 in June 2020. It was expected to rise in the short term. In forecasting the change in house rental price due to interest rate intervention, the house rental price index due to the drop in interest rate was predicted to change after 3 months. As a result, it was 97.76 in April 2020, 97.85 in May 2020, and 97.97 in June 2020. It was expected to rise in the short term. Conclusions: If low interest rates continue to stimulate the contracted economy caused by COVID-19, it seems that there is ample room for house transaction and rental prices to rise amid low growth. Therefore, In order to stabilize the house price due to the low interest rate situation, it is considered that additional measures are needed to suppress speculative demand.
Abstract
Purpose: Current study aimed at exploring the roles of system justification in the effects of consumers' self-identification with the threatened social in-group on the within-domain versus across-domain consumption. It focused on whether there are positive effects of both of the self-definition and the self-investment on the in-group system justification, and also explored whether the system justification, in turn, could make positive effects on the consumption. Research design, data and methodology: The self-identification was approached in view of self-definition and self-investment when the in-group was threatened by members of their out group. The empirical study was performed with the single factor within-subject design based on the feeling of the consumers' being threatened when the in-group was criticized by the others. The in-group threatened was accessed from the memory of each of the undergraduate students participating in the empirical study by asking them to remember the events by which their important in-group was perceived to be threatened in their past life. Questionnaire data collected from the undergraduate students were used to verify research hypotheses by structural equation model in Amos 21.0 program. Results: First, the self-definition positively affected the within-domain versus across-domain consumption, but did not affect the in-group system justification. Second, the self-investment positively affected the in-group system justification. Third, the system justification made positive effects on the within-domain versus the across-domain consumption. Therefore, this article could contribute to the development of the theory related to compensatory consumption in the view that there could be the positive mediation roles of system justification in the effects of consumers' self-investment to their in-group on the within-domain versus across-domain consumption when the in-group is threatened. Conclusions: The results of this study could give managerial implications to brand or product marketing managers. How to vitalize consumers' self-definition with, and self-investment to, the threatened in-group is at issue to the marketers when consumers' important in-group was threatened by others. By evoking the in-group-based self-investment to consumers when the in-group was threatened, the marketers should increase the level of the system justification, and the marketers should promote the consumers to recognize that their products or brands are included into the within-self domain.