• Knowledge Management Research
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• v.21 no.3
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• pp.215-228
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• 2020

This study introduces the case of a company that newly jumped into the competitive cosmetics market with a brand concept developed through big data analysis. Skin Reverse Lab, which possesses anti-aging material technology, launched a new brand in the skincare cosmetics market. Using a big data analysis program called Luminoso, SNS data was analyzed in four areas, which were consumer attitudes toward overall cosmetics, skincare products, competitors, and consumers' experiences of product use. The age groups and competitors were analyzed through the emotional analysis technique including context, which is the strength of Luminoso, and insights on consumers were derived through the related word analysis and word cloud techniques. Based on the analysis results, Logically Skin have won various awards in famous magazines and apps, and have been recognized as products that meet global trend standards. Besides, it has entered six countries including the United States and Hong Kong. The Logically Skin case is a case in which a new company entered the market with a new brand by deriving consumer insights only from external data, and it is significant as a case of applying AI-based sentiment analysis.

• The Journal of the Korea Contents Association
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• v.19 no.12
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• pp.121-128
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• 2019

This study, after analyzing 2019 Cannes Lion winners, suggests five creative trends. It was found that these global five creative trends are multi-sensory experience, integration between data and creativity, real humanism, brand activist, and consideration for socially disadvantaged. Not only visual impact or stimulus, but audio or scent could be utilized in an effort to stimulate consumers and promote brands. In 2019 Cannes Lions advertising campaigns which sought to find consumer insight through data and apply it to creativity received applause from Cannes Lions judges. In addition, advertising campaigns based on real humanism suggest that attitudes are best changed through positive experiences. Nike's 'Dream Crazy' campaign is a good example which shows a company's philosophy and brand purposes. Brands are becoming activists and are being encouraged to take real action, and for good reason. Lastly, projects such as Ikea's 'ThisAbles' and Microsoft's 'Xbox Adaptive Controller' are contrived for the socially disadvantaged.

• Smart Media Journal
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• v.13 no.2
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• pp.95-107
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• 2024

The development of environmentally friendly products and services has become a trend, and the development and utilization of eco-friendly textiles with economic value is gaining attention as a new business model. Analyzing and identifying trends and developments in eco-friendly textiles can provide important information and insights for various stakeholders such as companies, governments, and consumers to help them achieve sustainable growth. For this study, we collected and analyzed data from newspaper articles mainly covering the textile and fashion sector from 2000 to June 2023. A total of 12,331 articles containing the keyword 'eco-friendly textiles' were collected, and after performing morphological analysis on the extracted data, Latent Dirichlet Allocation and Dynamic Topic Modeling analysis were performed to identify topics by year. The results of the study are expected to provide strategic guidance and insights for the sustainable development of the textile industry, thereby helping to promote the research, development, and commercialization of eco-friendly textiles.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.10
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• pp.4769-4783
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• 2013

The Internet has had a significant impact on the operations of record companies and has transformed the role of music consumers. Active music consumers are regarded as not just consumers but also co-creators and innovators who create value; therefore, firms need to create environments in which they can learn from consumers. Prior studies exist on the effects of the Internet on the music business, including its structure and culture. However, these studies did not focus on exploring how the relationship between record labels and consumers changed, how networked music consumers influence value creation and how record labels are responding, and the difficulties from using and the drawbacks of interactive media and new business models in the music market. This study investigates these issues through interviews.

• Proceedings of the Korean Society of Computer Information Conference
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• 2021.07a
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• pp.409-414
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• 2021

본 연구는 소셜로봇 디자인 연구의 흐름 중 하나인 로봇의 외형에 관하여 시선 추적을 활용하고자 한다. 소셜로봇의 몸 전체, 얼굴, 눈, 입술 등의 관심 영역으로부터 측정된 사용자의 시선 추적 지표와 디자인평가 설문을 통하여 파악된 사용자의 태도를 연결하여 소셜로봇의 디자인에 연구 모형을 구성하였다. 구체적으로 로봇에 대한 사용자의 태도를 형성하는 메커니즘을 발견하여 로봇 디자인 시 참고할 수 있는 구체적인 인사이트를 발굴하고자 하였다. 구체적으로 본 연구에서 사용된 시선 추적 지표는 고정된 시간(Fixation), 첫 응시 시간(First Visit), 전체 머문 시간(Total Viewed), 그리고 재방문 횟수(Revisits)이며, 관심 영역인 AOI(Areas of Interests)는 소셜로봇의 얼굴, 눈, 입술, 그리고 몸체로 설계하였다. 그리고 디자인평가 설문을 통하여 소셜로봇의 감정 표현, 인간다움, 얼굴 두각성 등의 소비자 신념을 수집하였고, 종속변수로 로봇에 대한 태도로 설정하였다.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2022.05a
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• pp.2-5
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• 2022

With the advent of deep learning and the rapid development of ICT (Information and Communication Technology), research using artificial intelligence is being actively conducted in various fields of society such as politics, economy, and culture and so on. Deep learning-based artificial intelligence technology is subdivided into various domains such as natural language processing, image processing, speech processing, and recommendation system. In particular, as the industry is advanced, the need for a recommendation system that analyzes market trends and individual characteristics and recommends them to consumers is increasingly required. In line with these technological developments, this paper extracts and classifies attribute information from structured or unstructured text and image big data through deep learning-based technology development of 'language processing intelligence' and 'image processing intelligence', and We propose an artificial intelligence-based 'customized fashion advisor' service integration system that analyzes trends and new materials, discovers 'market-consumer' insights through consumer taste analysis, and can recommend style, virtual fitting, and design support.

• Archives of design research
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• v.20 no.3 s.71
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• pp.163-178
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• 2007

The importance of brands as well as the consumers' emotional & cultural desire have increased. In the meantime, the companies have made efforts to create their positive brand images through the support of Mecenat using culture or social return. In addition, they made ceaseless efforts to provide consumers with a cultural space by building up brand service areas as part of their purpose. However, the rapidly increasing brand service spaces have not really appealed to consumers. In order to become a competitive and powerful brand in the severe brand market, it is necessary to enhance the brand image and to let the brand be considered as a culture and the lifestyle of consumers. In order to do so, the companies have to establish their market-driving strategies by creating new products or new market. To do so, it is important for them to figure out consumers' inner desire through the touch point with consumers. This study attempted to suggest a method of using a corporate museum as a space that could meet all of the said elements at a time. Through the route of a corporate museum, the companies would be able to study their future directions by looking back their history and they could be reborn as culture brands. Therefore, this study suggested that the corporate museum could be a space for culture and education as well as a brand space and could play a positive role in the companies; in this process, the study could grope for consumers' inner desire with its touch point where companies and consumers would meet and its utilization of brand market-driving strategy as a test marketing strategy observing consumers' responses.

• Knowledge Management Research
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• v.22 no.3
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• pp.273-293
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• 2021

Due to the COVID-19 pandemic, the size of the e-commerce has been increased rapidly. This pandemic, which made contact-less communication culture in everyday life made the e-commerce market to be opened even to the consumers who would hesitate to purchase and pay by electronic device without any personal contacts and seeing or touching the real products. Consumers who have experienced the easy access and convenience of the online purchase would continue to take those advantages even after the pandemic. During this time of transformation, however, the size of information source for the consumers has become even shrunk into a flat screen and limited to visual only. To provide differentiated and competitive information on products, companies are adopting AR/VR and steaming technologies but the reviews from the honest users need to be recognized as important in that it is regarded as strong as the well refined product information provided by marketing professionals of the company and companies may obtain useful insight for product development, marketing and sales strategies. Then from the consumer's point of view, if the ratings of reviews are widely diverged how consumers would process the review information before purchase? Are non-converged ratings always unreliable and worthless? In this study, we analyzed how consumer's regulatory focus moderate the attitude to process the diverged information. This experiment was designed as a 2x2 factorial study to see how the variance of product review ratings (high vs. low) for cosmetics affects product attitudes by the consumers' regulatory focus (prevention focus vs. improvement focus). As a result of the study, it was found that prevention-focused consumers showed high product attitude when the review variance was low, whereas promotion-focused consumers showed high product attitude when the review variance was high. With such a study, this thesis can explain that even if a product with exactly the same average rating, the converged or diverged review can be interpreted differently by customer's regulatory focus. This paper has a theoretical contribution to elucidate the mechanism of consumer's information process when the information is not converged. In practice, as reviews and sales records of each product are accumulated, as an one of applied knowledge management types with big data, companies may develop and provide even reinforced customer experience by providing personalized and optimized products and review information.

• Journal of Intelligence and Information Systems
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• v.25 no.4
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• pp.67-88
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• 2019

Webtoon is a Korean-style digital comics platform that distributes comics content produced using the characteristic elements of the Internet in a form that can be consumed online. With the recent rapid growth of the webtoon industry and the exponential increase in the supply of webtoon content, the need for effective webtoon content recommendation measures is growing. Webtoons are digital content products that combine pictorial, literary and digital elements. Therefore, webtoons stimulate consumer sentiment by making readers have fun and engaging and empathizing with the situations in which webtoons are produced. In this context, it can be expected that the sentiment that webtoons evoke to consumers will serve as an important criterion for consumers' choice of webtoons. However, there is a lack of research to improve webtoons' recommendation performance by utilizing consumer sentiment. This study is aimed at developing consumer sentiment pattern maps that can support effective recommendations of webtoon content, focusing on consumer sentiments that have not been fully discussed previously. Metadata and consumer sentiments data were collected for 200 works serviced on the Korean webtoon platform 'Naver Webtoon' to conduct this study. 488 sentiment terms were collected for 127 works, excluding those that did not meet the purpose of the analysis. Next, similar or duplicate terms were combined or abstracted in accordance with the bottom-up approach. As a result, we have built webtoons specialized sentiment-index, which are reduced to a total of 63 emotive adjectives. By performing exploratory factor analysis on the constructed sentiment-index, we have derived three important dimensions for classifying webtoon types. The exploratory factor analysis was performed through the Principal Component Analysis (PCA) using varimax factor rotation. The three dimensions were named 'Immersion', 'Touch' and 'Irritant' respectively. Based on this, K-Means clustering was performed and the entire webtoons were classified into four types. Each type was named 'Snack', 'Drama', 'Irritant', and 'Romance'. For each type of webtoon, we wrote webtoon-sentiment 2-Mode network graphs and looked at the characteristics of the sentiment pattern appearing for each type. In addition, through profiling analysis, we were able to derive meaningful strategic implications for each type of webtoon. First, The 'Snack' cluster is a collection of webtoons that are fast-paced and highly entertaining. Many consumers are interested in these webtoons, but they don't rate them well. Also, consumers mostly use simple expressions of sentiment when talking about these webtoons. Webtoons belonging to 'Snack' are expected to appeal to modern people who want to consume content easily and quickly during short travel time, such as commuting time. Secondly, webtoons belonging to 'Drama' are expected to evoke realistic and everyday sentiments rather than exaggerated and light comic ones. When consumers talk about webtoons belonging to a 'Drama' cluster in online, they are found to express a variety of sentiments. It is appropriate to establish an OSMU(One source multi-use) strategy to extend these webtoons to other content such as movies and TV series. Third, the sentiment pattern map of 'Irritant' shows the sentiments that discourage customer interest by stimulating discomfort. Webtoons that evoke these sentiments are hard to get public attention. Artists should pay attention to these sentiments that cause inconvenience to consumers in creating webtoons. Finally, Webtoons belonging to 'Romance' do not evoke a variety of consumer sentiments, but they are interpreted as touching consumers. They are expected to be consumed as 'healing content' targeted at consumers with high levels of stress or mental fatigue in their lives. The results of this study are meaningful in that it identifies the applicability of consumer sentiment in the areas of recommendation and classification of webtoons, and provides guidelines to help members of webtoons' ecosystem better understand consumers and formulate strategies.

• Journal of Intelligence and Information Systems
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• v.28 no.1
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• pp.243-262
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• 2022

In this study, eye tracking was used for the appearance of the robot during the social robot design study. During the research, each part of the social robot was designated as AOI (Areas of Interests), and the user's attitude was measured through a design evaluation questionnaire to construct a design research model of the social robot. The data used in this study are Fixation, First Visit, Total Viewed, and Revisits as eye tracking indicators, and AOI (Areas of Interests) was designed with the face, eyes, lips, and body of the social robot. And as design evaluation questionnaire questions, consumer beliefs such as Face-highlighted, Human-like, and Expressive of social robots were collected and as a dependent variable was attitude toward robots. Through this, we tried to discover the mechanism that specifically forms the user's attitude toward the robot, and to discover specific insights that can be referenced when designing the robot.