Table of Contents
Toggle커뮤니케이션 번역에 대해서 알아 보겠습니다(한영번역)
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커뮤니케이션 번역(한국어 원본)이론적 배경에서는커뮤니케이션 모델, 구전 커뮤니케이션, 온라인 구전 커뮤니케이션, 의복 쇼핑 성향에 관한 문헌들을 살펴보고, 본 연구와 관련된 이론들을 고찰하였다. |
커뮤니케이션 번역(영어 번역본)To construct a theoretical context, studies on communication models, word-of-mouth communication, online word-of-mouth communication, and consumer preferences in clothing products, and their ideas as related to the present study are examined. The definition of word-of-mouth communication To give an overview of some of the definitions of word-of-mouth communication, 伊卓 (1993) described it as the consumer’s transmission of a positive or a negative opinion on a product to an acquaintance out of his or her own volition; Buttle (1999) characterized it as a form of unofficial face-to-face communication of judgment on a brand, a product, a company, or a service, occurring between a sender and a recipient on grounds recognized as non-commercial. Kotler identified several routes of communications, which are the promotional channel composed of the representatives of companies who directly engage with consumers, the expert channel consisting of those who provide independent informed opinions to consumers, and the social channel, which include family, friends, neighbors, and colleagues. Among these categories, WOM communication operates in the social channel.. Types of participants in WOM communication Many studies categorize the participants in WOM communication into sender-recipients, senders, recipients, and independents. Senders are those who provide to other people information based on their subjective judgments on certain things; recipients are those who receive this type of information; sender-recipients refer to people do both. Independents neither transmit information nor receive it from others. The characteristics of senders and recipients vary in each type of communication and a sender in one type may not necessarily act as a sender in another (Rogers, 1982; Myers, 1982). Based on this, the present study categorized the participants in WOM communication based on their extent of involvement in transmission and reception of information, as it was believed that these categories were related to the effects of acts of WOM communication. |
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이상 한국표준과학연구원에서 의뢰한 커뮤니케이션 번역(한영번역)의 일부를 살펴 보았습니다.