Sentiment represents one's own state through the process of change to stimulus, and emotion represents a simple psychological state felt for a certain phenomenon. These two terms tend to be used interchangeably, but their meaning and usage are different. In this study, we try to find out how it affects the helpfulness of reviews by classifying sentiment and emotion through online reviews written by online consumers after purchasing and using various products and services. Recently, online reviews have become a very important factor for businesses and consumers. Helpful reviews play a key role in the decision-making process of potential customers and can be assessed through review helpfulness. The helpfulness of reviews is becoming increasingly important in practice as it is utilized in marketing strategies in business as well as in purchasing decision-making issues of consumers. And academically, the importance of research to find the factors influencing the helpfulness of reviews is growing. In this study, Yelp.com secured reviews on restaurants and conducted a study on how the sentiment and emotion of online reviews affect the helpfulness of reviews. Based on the prior research, a research model including sentiment and emotions for online reviews was built, and text mining analyzes how the sentiment and emotion of online reviews affect the helpfulness of online reviews, and the difference in the effects on emotions It was verified. The results showed that negative sentiment and emotion had a greater effect on review helpfulness, which was consistent with the negative bias theory.
Journal of the Korea Society of Computer and Information
/
v.27
no.1
/
pp.149-156
/
2022
This research focuses on women in their 20s and 30s who have experience in consuming beauty products in the live broadcast of beauty products in China to find out the effects of consumers' consumption propensity on beauty product selection attributes. The data analysis is performed from April 29 to May 25, 2021 by using SPSSWIN 21.0 program for frequency analysis, factor analysis, reliability appraisal, technical statistical analysis, correlation analysis and multiple regression analysis. And the results of the study are as follows: According to the survey, the general characteristics are 20~25 years old, university, and the consumer price is between 500,000 and 1 million won. In terms of consumption propensity that the intrinsic pursuit of consumption, the impulsive consumption, the external pursuit of consumption were on a high average score which was 3.76, 3.63, 3.56 respectively, and in terms of the selection attributes of beauty products that the product intrinsic attributes, and the external attributes of products were on a high average score which was 3.91, 3.69 respectively. The external/internal attributes of beauty product selection attributes are all related to consumption propensity. According to the survey, the external pursuit of consumption, internal pursuit of consumption, and impulsive consumption of the propensity to consume all have a meaningful influence on the external/internal attributes of products. This result proves that the consumption tendency of beauty live broadcast consumers has a huge impact on the selection attributes of beauty products. In this regard, according to the consumption tendencies of Chinese women, the necessity of differentiated live-streaming marketing strategies for beauty products based on the characteristics of beauty product brands, categories, and designs has been proposed.
With the development of the culture industry, online transactions of cultural products are being activated, and offering information and establishing relationship with customers in web-site have an important influence on online purchase decision making. The purpose of this research is to examine the effect of information and relational benefits provided by online sales sites of cultural products on online purchasing intention, and to reveal through empirical analysis whether these influences show a difference between stage products and screen products. Looking at the results of the study, first, in the case of the whole, both information offering and relational benefits have a significant effect on online purchasing intention. Second, in the case of stage products(plays), product understanding information, economic relational benefits, and customization relational benefits showed significant effects, but product purchasing information showed no significant influence. Third, in the case of screen products(movies), product purchasing information and economic relational benefits showed a significant effect, but product understanding information and customization relational benefits had no significant effect. In conclusion, the impact of information offering and relational benefits on online purchasing intention differs according to cultural products, and economic relational benefit is found to be an important influencing factor on online purchase decision making in all cases. These research results are expected to be helpful in establishing differentiated marketing strategies including customer relationship management in online transactions of cultural products.
Journal of Korea Entertainment Industry Association
/
v.15
no.3
/
pp.89-99
/
2021
A brand community refers to a group of people who have a passion and loyalty for the brand, and is attracting attention as an effective marketing strategy to increase brand equity because it actively tends to support and promote the brand without expecting compensation. The objective of this study is to identify factors that are needed for sustainable brand community management. Existing studies on brand community management have mainly been conducted by quantitative methods measuring consumer satisfaction and dissatisfaction towards brand community activities, however, this study applied qualitative methods using means-end chains and laddering approaches in order to deeply identify a consumer's desired value on brand community activities. An in-depth interview of 41 members of BTS ARMY, a representative example of brand community, has been conducted and analyzed. The result of this study is as follows. In order to encourage active brand community activities, it is important to provide brand community members with a variety of high-quality brand-related content for a unique aesthetic experience, and a forum where all members can interact and exchange information and ideas to enhance brand value and experience. Finally, to nurture a strong brand community as a partner to co-create brand equity, rather than just a fan community, it is needed to build an environment that fosters opportunities for brand community members to increase self-respect and fulfillment through their brand community activities.
The purpose of this study is to suggest an effective marketing method for product advertising. With regards to this, 148 copies of survey data were collected from consumers, and the hypothesis of this study was verified using SPSS 25.0. The results revealed that (1) Human Brand attractiveness had a positive effect on Human Brand attachment among the products of low involvement. (2) The uniqueness and the intimacy of Human Brand had a positive effect on Human Brand attachment among the products of high involvement. Through this study, the effect of reliability, expertise, attractiveness, uniqueness, and intimacy among human brand characteristics on human brand attachment, human brand attitude, and product purchase intention was confirmed, and it was also possible to confirm the difference in influence on human brand characteristics and purchase intention according to the product characteristics involved. This study has expanded the research scope of Human Brand, which has been studied mainly by entertainers and entrepreneurs, to sports stars and through empirical analysis, it has tried to identify influencing factors to improve purchasing intent based on high and low-contention characteristics of advertising products.
The study was conducted to develop an implementation model for digital transformation (DX) of manufacturing companies. To this end, previous studies on the process of management innovation and digital transformation were reviewed. The DX process model was derived based on the NEBIC theory and innovation theory applied in the innovation process of the Internet business. In addition, a research model including the factors of the will of the top management class (TMT) was constructed and confirmed through empirical data. The research hypothesis were verified based on data collected from members of mid-sized manufacturing companies promoting digital transformation. Through regression analysis, the influence relationship of each stage of the research model (technical knowledge, TK → opportunity perception, OR → performace expectation, PE and → Intention to execute, IE) was confirmed. Hierarchical regression analysis was conducted to understand the mediating effect of the members' perception of the top management's willingness to promote DX in the process. As a result of checking the Sobel test, it was confirmed that the management's perception of DX promotion partially mediated the relationship at each stage. This study is meaningful in that it presented a model applicable to the digital transformation of the mid-sized manufacturing industry. It is also valuable in providing an empirical basis for innovative research and NEBIC expansion. Longitudinal studies are required to overcome the limitations of empirical data for process models with dynamic characteristics whereas extended empirical studies are required in various fields other than manufacturing to generalize research results.
Journal of Korea Entertainment Industry Association
/
v.14
no.4
/
pp.31-45
/
2020
The objective of this study was to understand the characteristics of Chinese cultural industry shown in the analysis of a successful IP martial arts stage play 'Seongeomg ihyeopjeon' that applied martial arts as Chinese traditional culture. The cultural industry of Chin a has modified the relevant legislation since China's reform and opening up in 1979, and the term 'intellectual property rights(IP)' was used in the Chinese laws for the first time in 2008. Thus, transcending the instrumental scope for maintaining the regime in the past, the culture was regarded as an economic profit industry and a representative industry for strengthening the soft power of traditional culture. The results of analysis on the stage play are as follows. First, the Chinese cultural industry has been developed by support policies for strengthening the soft power of Chinese-characteristic traditional culture and overseas expansion through the state-led modification of relevant legislation. Second, the Chinese cultural industry is including its unique traditional cultural factors, and the succe ssful marke ting results could be obtained only when the high awareness and many fans are secured. Third, for the inflow of audiences through the work advertising, it would be preferentially needed to analyze various opinions of fans through active SNS communications with them instead of the existing advertising such as TV, radio, and newspaper, and also to reflect the national cultural industry policies and producers' opinions.
The Journal of the Convergence on Culture Technology
/
v.8
no.6
/
pp.971-978
/
2022
As a marketing method in a non-face-to-face society, the purpose of this study is to test how AR experience affects purchase intention in the process of consumers recognizing product information to purchase products and to secure the basis for the effectiveness of developing and introducing augmented reality functions in future product brand applications. Literary research methods and empirical research methods were used to verify the research purpose, and to measure this, an application of domestic tableware brand 'Odense', which implements augmented reality functions, was produced and used as an experimental tool. Also, a direct causal relationship was attempted by constituting a questionnaire by deriving a measurement scale for perceived usefulness, perceived ease, perceived pleasure, and purchase, which are factors of technology acceptance theory (TAM), and empirical analysis was conducted using the SPSS 25.0 statistical package to achieve the purpose of the study. As a result of the study, significant results were derived from all factors in the effect of perceived usefulness, ease, and pleasure on purchase intention, and several significant differences were found among factors according to gender, age, and internet shopping usage time in general characteristics. In conclusion, the user experience of the medium in which the augmented reality function is introduced in the information recognition stage of the product has a positive effect on purchase compared to the user experience of existing applications.
Recently, digital advertising has shifted towards delivering messages through short ads of less than 15 seconds, and on social media, ads need to convey the message within 5 seconds before consumers skip them. Although the length of advertisements has decreased, advancements in artificial intelligence algorithms and big data analysis have made it possible to deliver personalized messages that cater to consumers' interests. In this changing landscape, the importance of delivering tailored messages through short and efficient ads is increasing. In this study, we examined the effects of message framing as part of effective message delivery. Specifically, we examined the differences in the effects of two framings, "health" and "environment," for vegan products. The growing consumer interest in health and the environment has elevated the interest in vegan products, and the vegan market is expanding rapidly. Consumers purchase vegan products not only for personal health benefits but also due to their ethical responsibility towards the environment, which can be considered ethical consumption. Previous research has not shown the differences in the effects between health and environment message framings, and the research has been limited to vegan food products. This study investigates the differences in the effects of health and environment message framings using a dish soap product category. By identifying which advertising messages, either health or environment, are more effective in promoting vegan products, this study provides insights for companies to enhance their message framing strategies effectively.
One of the most important types of Customer Empowerment Strategy (CES) is select empowerment, where firms allow customers to vote on a product to be marketed. However, there is limited research on the advantages and disadvantages of select empowerment. In particular, there are few studies on the composition of a voting system. This study analyzes customer participation behavior, such as willingness to vote and strategic voting (i.e., voting for candidates not based on utility orders), under the different voting systems: 1) the number of votes per customer (single or multiple), and 2) the number of final choices (single or multiple). Uncertainty is proposed as a mediator that links the voting system difference and customer participation. Two research hypotheses are tested using multiple linear regression analysis and a natural effects model based on data from two online experiments. As a result, the multiple voting system (i.e., multiple winners are selected by customer votes) shows a direct positive effect on willingness to vote and strategic voting behavior. In addition, the result shows that uncertainty insignificantly mediates the relationship between the voting system and customer participation. Academic and managerial contributions are discussed with several future research directions.
본 웹사이트에 게시된 이메일 주소가 전자우편 수집 프로그램이나
그 밖의 기술적 장치를 이용하여 무단으로 수집되는 것을 거부하며,
이를 위반시 정보통신망법에 의해 형사 처벌됨을 유념하시기 바랍니다.
[게시일 2004년 10월 1일]
이용약관
제 1 장 총칙
제 1 조 (목적)
이 이용약관은 KoreaScience 홈페이지(이하 “당 사이트”)에서 제공하는 인터넷 서비스(이하 '서비스')의 가입조건 및 이용에 관한 제반 사항과 기타 필요한 사항을 구체적으로 규정함을 목적으로 합니다.
제 2 조 (용어의 정의)
① "이용자"라 함은 당 사이트에 접속하여 이 약관에 따라 당 사이트가 제공하는 서비스를 받는 회원 및 비회원을
말합니다.
② "회원"이라 함은 서비스를 이용하기 위하여 당 사이트에 개인정보를 제공하여 아이디(ID)와 비밀번호를 부여
받은 자를 말합니다.
③ "회원 아이디(ID)"라 함은 회원의 식별 및 서비스 이용을 위하여 자신이 선정한 문자 및 숫자의 조합을
말합니다.
④ "비밀번호(패스워드)"라 함은 회원이 자신의 비밀보호를 위하여 선정한 문자 및 숫자의 조합을 말합니다.
제 3 조 (이용약관의 효력 및 변경)
① 이 약관은 당 사이트에 게시하거나 기타의 방법으로 회원에게 공지함으로써 효력이 발생합니다.
② 당 사이트는 이 약관을 개정할 경우에 적용일자 및 개정사유를 명시하여 현행 약관과 함께 당 사이트의
초기화면에 그 적용일자 7일 이전부터 적용일자 전일까지 공지합니다. 다만, 회원에게 불리하게 약관내용을
변경하는 경우에는 최소한 30일 이상의 사전 유예기간을 두고 공지합니다. 이 경우 당 사이트는 개정 전
내용과 개정 후 내용을 명확하게 비교하여 이용자가 알기 쉽도록 표시합니다.
제 4 조(약관 외 준칙)
① 이 약관은 당 사이트가 제공하는 서비스에 관한 이용안내와 함께 적용됩니다.
② 이 약관에 명시되지 아니한 사항은 관계법령의 규정이 적용됩니다.
제 2 장 이용계약의 체결
제 5 조 (이용계약의 성립 등)
① 이용계약은 이용고객이 당 사이트가 정한 약관에 「동의합니다」를 선택하고, 당 사이트가 정한
온라인신청양식을 작성하여 서비스 이용을 신청한 후, 당 사이트가 이를 승낙함으로써 성립합니다.
② 제1항의 승낙은 당 사이트가 제공하는 과학기술정보검색, 맞춤정보, 서지정보 등 다른 서비스의 이용승낙을
포함합니다.
제 6 조 (회원가입)
서비스를 이용하고자 하는 고객은 당 사이트에서 정한 회원가입양식에 개인정보를 기재하여 가입을 하여야 합니다.
제 7 조 (개인정보의 보호 및 사용)
당 사이트는 관계법령이 정하는 바에 따라 회원 등록정보를 포함한 회원의 개인정보를 보호하기 위해 노력합니다. 회원 개인정보의 보호 및 사용에 대해서는 관련법령 및 당 사이트의 개인정보 보호정책이 적용됩니다.
제 8 조 (이용 신청의 승낙과 제한)
① 당 사이트는 제6조의 규정에 의한 이용신청고객에 대하여 서비스 이용을 승낙합니다.
② 당 사이트는 아래사항에 해당하는 경우에 대해서 승낙하지 아니 합니다.
- 이용계약 신청서의 내용을 허위로 기재한 경우
- 기타 규정한 제반사항을 위반하며 신청하는 경우
제 9 조 (회원 ID 부여 및 변경 등)
① 당 사이트는 이용고객에 대하여 약관에 정하는 바에 따라 자신이 선정한 회원 ID를 부여합니다.
② 회원 ID는 원칙적으로 변경이 불가하며 부득이한 사유로 인하여 변경 하고자 하는 경우에는 해당 ID를
해지하고 재가입해야 합니다.
③ 기타 회원 개인정보 관리 및 변경 등에 관한 사항은 서비스별 안내에 정하는 바에 의합니다.
제 3 장 계약 당사자의 의무
제 10 조 (KISTI의 의무)
① 당 사이트는 이용고객이 희망한 서비스 제공 개시일에 특별한 사정이 없는 한 서비스를 이용할 수 있도록
하여야 합니다.
② 당 사이트는 개인정보 보호를 위해 보안시스템을 구축하며 개인정보 보호정책을 공시하고 준수합니다.
③ 당 사이트는 회원으로부터 제기되는 의견이나 불만이 정당하다고 객관적으로 인정될 경우에는 적절한 절차를
거쳐 즉시 처리하여야 합니다. 다만, 즉시 처리가 곤란한 경우는 회원에게 그 사유와 처리일정을 통보하여야
합니다.
제 11 조 (회원의 의무)
① 이용자는 회원가입 신청 또는 회원정보 변경 시 실명으로 모든 사항을 사실에 근거하여 작성하여야 하며,
허위 또는 타인의 정보를 등록할 경우 일체의 권리를 주장할 수 없습니다.
② 당 사이트가 관계법령 및 개인정보 보호정책에 의거하여 그 책임을 지는 경우를 제외하고 회원에게 부여된
ID의 비밀번호 관리소홀, 부정사용에 의하여 발생하는 모든 결과에 대한 책임은 회원에게 있습니다.
③ 회원은 당 사이트 및 제 3자의 지적 재산권을 침해해서는 안 됩니다.
제 4 장 서비스의 이용
제 12 조 (서비스 이용 시간)
① 서비스 이용은 당 사이트의 업무상 또는 기술상 특별한 지장이 없는 한 연중무휴, 1일 24시간 운영을
원칙으로 합니다. 단, 당 사이트는 시스템 정기점검, 증설 및 교체를 위해 당 사이트가 정한 날이나 시간에
서비스를 일시 중단할 수 있으며, 예정되어 있는 작업으로 인한 서비스 일시중단은 당 사이트 홈페이지를
통해 사전에 공지합니다.
② 당 사이트는 서비스를 특정범위로 분할하여 각 범위별로 이용가능시간을 별도로 지정할 수 있습니다. 다만
이 경우 그 내용을 공지합니다.
제 13 조 (홈페이지 저작권)
① NDSL에서 제공하는 모든 저작물의 저작권은 원저작자에게 있으며, KISTI는 복제/배포/전송권을 확보하고
있습니다.
② NDSL에서 제공하는 콘텐츠를 상업적 및 기타 영리목적으로 복제/배포/전송할 경우 사전에 KISTI의 허락을
받아야 합니다.
③ NDSL에서 제공하는 콘텐츠를 보도, 비평, 교육, 연구 등을 위하여 정당한 범위 안에서 공정한 관행에
합치되게 인용할 수 있습니다.
④ NDSL에서 제공하는 콘텐츠를 무단 복제, 전송, 배포 기타 저작권법에 위반되는 방법으로 이용할 경우
저작권법 제136조에 따라 5년 이하의 징역 또는 5천만 원 이하의 벌금에 처해질 수 있습니다.
제 14 조 (유료서비스)
① 당 사이트 및 협력기관이 정한 유료서비스(원문복사 등)는 별도로 정해진 바에 따르며, 변경사항은 시행 전에
당 사이트 홈페이지를 통하여 회원에게 공지합니다.
② 유료서비스를 이용하려는 회원은 정해진 요금체계에 따라 요금을 납부해야 합니다.
제 5 장 계약 해지 및 이용 제한
제 15 조 (계약 해지)
회원이 이용계약을 해지하고자 하는 때에는 [가입해지] 메뉴를 이용해 직접 해지해야 합니다.
제 16 조 (서비스 이용제한)
① 당 사이트는 회원이 서비스 이용내용에 있어서 본 약관 제 11조 내용을 위반하거나, 다음 각 호에 해당하는
경우 서비스 이용을 제한할 수 있습니다.
- 2년 이상 서비스를 이용한 적이 없는 경우
- 기타 정상적인 서비스 운영에 방해가 될 경우
② 상기 이용제한 규정에 따라 서비스를 이용하는 회원에게 서비스 이용에 대하여 별도 공지 없이 서비스 이용의
일시정지, 이용계약 해지 할 수 있습니다.
제 17 조 (전자우편주소 수집 금지)
회원은 전자우편주소 추출기 등을 이용하여 전자우편주소를 수집 또는 제3자에게 제공할 수 없습니다.
제 6 장 손해배상 및 기타사항
제 18 조 (손해배상)
당 사이트는 무료로 제공되는 서비스와 관련하여 회원에게 어떠한 손해가 발생하더라도 당 사이트가 고의 또는 과실로 인한 손해발생을 제외하고는 이에 대하여 책임을 부담하지 아니합니다.
제 19 조 (관할 법원)
서비스 이용으로 발생한 분쟁에 대해 소송이 제기되는 경우 민사 소송법상의 관할 법원에 제기합니다.
[부 칙]
1. (시행일) 이 약관은 2016년 9월 5일부터 적용되며, 종전 약관은 본 약관으로 대체되며, 개정된 약관의 적용일 이전 가입자도 개정된 약관의 적용을 받습니다.