A Study on Process of Generating and Receiving of WOM in the Travel Online Word-of-Mouth Communication Due to rapid development of information technology, sharing experiences with internet became popular recently. By using popularized online networ... A Study on Process of Generating and Receiving of WOM in the Travel Online Word-of-Mouth Communication Due to rapid development of information technology, sharing experiences with internet became popular recently. By using popularized online network, tourists are allowed to share information easily. Because of the rise of online network influence, it became an important matter for the travel company (Min Ho Choi 2011). Looking at the advanced research which proceeded to see the importance of word of mouth shows the relationship between consumers online activity(how they spoke online/ satisfaction) and consumers consumption experiences(Kang Suk Ryu, 2015). Looking at the customers loyalty, it is hard to give a fundamental answer to how the customer participate on MOW. In other words, even satisfied customers who has a high loyalty in purchase could have a low participation rate in MOW(Kang Suk Ryu 2004). Therefore, an observance was done to see the what variables effects while making a decision in purchase such as situation or customers personal variable tendency. According to advanced research, the fundamental reason why people participated in MOW was to appeal oneself to the outside world (Min Kyung Noh 2008). So they explained that those who participate in MOW has a characteristic of self-presentation. Also, people who participate in MOW start with a desire of self-presentation extend to be active in spreading words. (Chung Lim Lee 2013). Consumers react differently to how message framing and marketing message is presented (Yoon Yang, Hye Ri Koo 2006). Therefore, MOW marketing message is as important as advertisement message. So, they considered occurring of online MOW communication and acceptance process along with message framing effect and self construal which formed with different cultural tendency. From here, tourists who plans the future trip will also decide what to buy. Upon the moment, time of travel and purchase will be given to the traveler through how much leisurely time they have. That is based on construal level theory between purchasing decision and time of travel with explanation of temporal distance. Meanwhile, MOW can be delivered not only offline but also online. Because of MOW research, we took a look at the purpose of offline and online MOW with expanded conception which sender’s transmission and re-transmission have a meaning to the receiver to do offline MOW or online MOW. To arrange the result of this analysis, an test was done with a travel package in sender's perspective. The result was that the sender who has a characteristic. This result supports Chung Lim Lee’s(2013) preceding research that the desire of self presentation affects internal/external motivation. Secondly, motivation can affect intention of MOW. Concretely, offline and online MOW intention is getting higher as much as internal and external motivation. Thirdly, the hypothesis that regulatory focus effects motivation was proved to be a lie. In other words, internal and external MOW intention does not rely on regulatory focus which includes improvement focus and prevention focus. Following are focus on receiver's perspective. Firstly, in the process of receiving the message beyond time and distance, it shows that the increase of faming message will give a great influence in the far future. On the other hand, preventive framing message will influence more in the near future Nextly, the results between regulative message framing and self construal followed by difference of attitude of the message shows, on the case of independent group of the self construal, promotion framing message affects attitude of the message relatively and on the other hands, the case of interdependent group of the self construal, prevential framing message affects to attitude of the message relatively. 1. Let’s take a look on the research result with theoretical implication. Firstly, self-presentation theory which is mostly studied in the psychology and sociology was studied by marketing which they expanded to travel business marketing. Secondly, participating on advanced research was a beginning of self-motivation (internal/external) which leads to media participation. Thirdly, after we tested the effects of MOW by offline and online MOW intention, we received the result that for the sender, internal MOW intention influenced more on online but on offline; vice versa. Fourthly, for travelers who has enough time prefers promotion focus framing message and for those who leaves soon prefers prevential focused framing message. Fifthly, self analysis which is used mostly as a theme of a comparative study on the culture, is now applied as a variable affects. By doing so, they expanded the concept of the strategy of WOM marketing. Also, Republic of Korea who were known as cultural area of interdependence, is now proved to be an individualist. Therefore, it shows that more people are becoming independent. 2. On practical implications, it is most effective when a self constructive person participates in MOW upon intrinsic motivation and audience pleasing person participates in MOW upon external motivation. Secondly, when marketers open marketing strategy after publishing the travel package, far future travelers are presented promotion focus framed message. On the other hand, those near future travelers are presented prevention focus framed message to open MOW marketing. Thirdly, after identifying tendencies of a group subjected to marketing, they suggested setting a strategy for the use of prevention focus message at interdependent self analysis group; for the independent self analysis group, improvement focused message are effective. Lastly, after measuring online and offline MOW intention with an expanded measurement frame of MOW intention, they should develop an website bulletin board so that anyone can be the receiver and the sender in the online MOW communication. Also, it must be easy to access and write on the web site. Furthermore, they must provide financial rewards or social approval for those who participate on recommended activities. 3. To create high customer-centered value, they should put a lot of effort on online MOW communication management. Therefore, they suggest when executives of travel agency begin marketing strategy, they have to execute it with establishing MOW marketing strategy which make MOW activity higher on the new perspective of heighten the online MOW effect. key word : Online Word-of-Mouth Communication, temporal distance, intrinsic motivation, framing effect, regulatory focus effects, MOW intention, internal/external motivation, self construal ，韩语论文范文，韩语论文题目 |
