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The impact of formulation change and R&D cooperation types on the eWOM of extension products
British Food Journal ( IF 3.3 ) Pub Date : 2020-05-13 , DOI: 10.1108/bfj-07-2019-0550
Nayeong Kim , Jihee Hwang , Dongmin Lee , Jaeseok Jeong , Junghoon Moon

The purpose of this paper is to investigate the effect of formulation categories (parent brand and extension product) and research and development (R&D) cooperation types on electronic word-of-mouth (eWOM) volume for extension products.,This study uses data from 109 extension products in the Korean dessert market whose formulations were changed between 1 February 2014 and 19 February 2019. The formulation categories and R&D cooperation types are transformed into dummy variables to conduct a linear regression.,The formulation categories and R&D cooperation types play key roles in proliferating eWOM for formulation change products. The most effective way to proliferate eWOM is through product extension by changing the formulation of ice cream, beverage and snack category products. Furthermore, vertical R&D cooperation positively affects the proliferation of products' eWOM.,These findings contribute to increasing the chance of successful food product development by providing information on the formulation changes that are effective at inducing consumers' interest.

中文翻译:

配方变更和研发合作类型对延伸产品eWOM的影响

本文的目的是研究配方类别(母品牌和延伸产品)和研发(R&D)合作类型对延伸产品电子口碑(eWOM)量的影响。本研究使用的数据来自2014年2月1日至2019年2月19日期间韩国甜点市场的109个延伸产品配方发生变化。配方类别和研发合作类型转化为哑变量进行线性回归。配方类别和研发合作类型起关键作用为配方变更产品增加 eWOM。扩大电子口碑最有效的方法是通过改变冰淇淋、饮料和零食类产品的配方来扩展产品。此外,垂直研发
更新日期:2020-05-13
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