• Journal of Global Scholars of Marketing Science
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• v.13
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• pp.209-229
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• 2004

Although the site evaluation factors that affect the navigation pattern are well documented, the attempt to explore the difference in the relationship between navigation pattern and site evaluation factors by post hoc segmentation approach has been relatively rare. For this purpose, this study constructs the structure equation model using web-evaluation data and log file of a community site with 300,000 members. And then it applies the structure equation model to each segment. Each segment is identified by mixture model. Mixture model is to unmix the sample, to identify the segments, and to estimate the parameters of the density function underlying the observed data within each segment. The study examines the opportunity to increase GFI, using mixture model which supposes heterogeneous groups in the users, not through specification search by modification index from structure equation model. This study finds out that AGFI increases from 0.819 at total sample to 0.927, 0.930, 0.928, 0.929 for each 4 segments in the case of the community site. The results confirm that segment level approach is more effective than model modification when model is robust in terms of theoretical background. Furthermore, we can identify a heterogeneous navigation pattern and site evaluation variation in the community website at segment level.

• Science of Emotion and Sensibility
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• v.12 no.4
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• pp.433-442
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• 2009

People are tending to buy products through the Internet rather than purchasing them from the store. Some of the consumers give their feedback on line such as reviews, replies, comments, and blogs after they purchased the products. People are also likely to get some information through the Internet. Therefore, companies and public institutes have been facing this situation where they need to collect and analyze reviews or public opinions for them because many consumers are interested in other's opinions when they are about to make a purchase. However, most of the people's reviews on web site are too numerous, short and redundant. Under these circumstances, the emotion scanning system of text documents on the web is rising to the surface. Extracting writer's opinions or subjective ideas from text exists labeled words like GI(General Inquirer) and LKB(Lexical Knowledge base of near synonym difference) in English, however Korean language is not provided yet. In this paper, we labeled positive, negative, and neutral attribute at 4 POS(part of speech) which are noun, adjective, verb, and adverb in Korean dictionary. We extract construction patterns of emotional words and relationships among words in sentences from a large training set, and learned them. Based on this knowledge, comments and reviews regarding products are classified into two classes polarities with positive and negative using SO-PMI, which found the optimal condition from a combination of 4 POS. Lastly, in the design of the system, a flexible user interface is designed to add or edit the emotional words, the construction patterns related to emotions, and relationships among the words.

• Culinary science and hospitality research
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• v.20 no.3
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• pp.64-79
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• 2014

This study was conducted to examine changes in coffee intake according to the sociodemographic characteristics of the people over 50 and the elderly living in Korea. The data of 2,316 and 3,170 people were extracted respectively from the 2001 and 2011 Korea National Health and Nutrition Examination Surveys. The data were analyzed by gender, age, region area, marital status, educational level, household income, economic activity, and subjective health status. They were also analyzed according to gender and age by average daily intake of coffee, coffee type, place, cups of coffee a day and amount of coffee intake per serving. All statistical analyses were performed with IBM PASW Statistics (SPSS) 21.0 which is capable of complex sample design by frequency analysis, chi-square test, t-test, and logistic regression analysis. The results of the study showed that coffee consumption of the elderly was influenced by their economic activity. In 2011, elderly men ingested averagely more coffee than elderly women, and they also consumed brewed coffee mostly at workplace. Moreover, age groups of over 75 tended to consume a lot of brewed coffee. In this respect, the coffee industry should be aware of the elderly as a new consumption group. Also, this study provides a variety of coffee shops with basic data for product development and marketing activities.

• Journal of Korea Technology Innovation Society
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• v.21 no.4
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• pp.1411-1444
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• 2018

The shared economy has been growing rapidly in recent years, creating an innovative economic paradigm based on the growing interest in sustainable development in the environmental aspect, the development of ICT technology, and the spread of mobile, Internet and smart environments. The purpose of this study is to investigate the factors influencing of the shared economy on the intention of domestic consumers using shared economy services. Also we would like to find out if personal orientation on sustainable development actually have a valid impact on perceived values and intentions of using Shared Economy services. The result of the study shows that the factors affecting the intention to use Shared Economy service were perceived usefulness, subjective norm, perceived risk, and sustainable orientation which are characteristics of Shared Economy service. In addition the result of the indirect effect study Find that the individual felt the emotional value through the perceived usefulness and have the greatest influence on intention to use. Therefore, it implies that the marketing strategy of the Shared Economy service should take into consideration the elements that can feel emotional value through usability. In the future, We research on domestic success and failure cases of Shared Economy services and robust verification of influential factors could be continue.

• Journal of Korean Society of Transportation
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• v.26 no.2
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• pp.7-15
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• 2008

New Car Assessment Program(NCAP) provides consumers with vehicle safety information, primarily front and side crash rating results, and more recently rollover ratings, to aid consumers in their vehicle purchase decisions. NCAP is a system to improve driver and passenger safety by providing market incentives for vehicle manufacturers to voluntarily design their vehicles to better protect drivers and passengers in a crash and be less susceptible to rollover, rather than by regulatory directives. NCAP have been performed since 1999 in Korea by the government in order to reduce fatalities and injuries caused by traffic accidents. Although as the number of vehicles models increases, more vehicle models are required to be test and NCAP is evaluated as a valuable system for vehicle safety, the expansion of the system is slow. It looks like that the benefit of NCAP quantitatively was not verified. In this study, based on the idea that the benefit of the NCAP is defined as the decrease of traffic accident severity by improving vehicle safety, a methodology to analyze the effectiveness of NCAP quantitatively in terms of traffic safety was developed. According to the developed methodology, the reduced numbers of fatalities and injuries were 1.51 and 466 in 2005.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.30-46
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• 2020

New media is rapidly changing with the recent development of the technology of transmitting, producing, editing, and sharing video information. This study investigates the effects of one person media broadcasting use motivation and social viewing on consumer attitudes toward brand, brand engagement, and purchase intention. It was fond that motives such as differentiation, social interaction with other viewers, mutual interaction with BJ, information-seeking, and new fun-seeking positively affected brand attitudes. Also, the same motives except fun-seeking positively affected brand engagement. Only mutual interaction with BJ and information-seeking were found to be positively related to purchase intention. Meanwhile, para-social relationships, social presence, and subjective norm positively influenced on brand attitudes and purchase intention each. Also, para-social relationships and social presence were positively related to brand engagement. Theoretical and practical implications, and suggestions for future studies are discussed in detail.

• Management & Information Systems Review
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• v.39 no.1
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• pp.93-114
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• 2020

Platform is considered as an alternative strategy to the traditional linear pipeline based business. Moreover, in the 4th industrial revolution period, efficiency driven pipeline business model needs to be changed to platform business. We have such success stories about platform as Apple, Google, Amazon, Uber, and so on. However, for those smaller corporations, it is not easy to find out the transformation strategy. The essence of platform business is to leverage network effect in management. Thus platform based management can be rephrased as network management across the business functions. Research on platform business is popular and related to diverse facets. But few scholars cover what the research trend of the domain is. The main purpose of this paper is to identify the research trend on platform business in Korea. To do that we first propose the analytical model for platform architecture whose components are consumers, suppliers, artifacts, and IT platform system. We conjecture that mapping of the research work on platform to the components of the model will make us understand the hidden domain of platform research. We propose three hypotheses regarding the characteristics of research and one proposition for the transitional path from pipeline to platform business model. The mapping is based on the research articles filtered from the Korea Citation Index, using keyword search. Research papers are searched through the keywords provided by authors using the word of "platform". The filtered articles are summarized in terms of the attributes such as major component of platform considered, platform type, main purpose of the research, and research method. Using the filtered data, we test the hypotheses in exploratory ways. The contribution of our research is as follows: First, based on the findings, scholars can find the areas of research on the domain: areas where research has been matured and territory where future research is actively sought. Second, the proposition provided can give business practitioners the guideline for changing their strategy from pipeline to platform oriented. This research needs to be considered as exploratory not inferential since subjective judgments are involved in data collection, classification, and interpretation of research articles.

• Journal of the Society of Cosmetic Scientists of Korea
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• v.43 no.4
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• pp.349-355
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• 2017

Skin tone plays a key role in one of the determinant for facial attractiveness. Most female customers have an interest in choosing skin color and improving their skin tone and their needs have been contributed the expansion of cosmetic products in the market. Recently, cosmetic customers, who want bright skin, are also interested in healthy and lively-looking skin. However, there is no method to evaluate the skin tone with the complexion-describing adjectives (CDAs). Therefore, this study was conducted to find the ways to objectify and digitize the CDA. We obtained that quasi $L^*$ at dark skin is 65 and quasi $L^*$ at bright skin is 74 for standard images, which are selected from our data base. To match the following seven CDAs: pale, clear, radiant, lively, healthy, rosy and dull, the colors of both images were adjusted by 30 panels. The quasi $L^*$, $a^*$ and $b^*$ were converted from the RGB values of the manipulated images. The differences between the quasi $L^*$, $a^*$ and $b^*$ values of standard images and manipulated images reflecting each CDA were statistically significant (p < 0.05). However, there were no statistical significances between the $L^*$ values of dark and bright skin images that were modified in accordance with each CDA and there also were no statistical significances between the quasi $a^*$ values of dark and bright skin for pale and clear CDAs. From the statistical analysis, the CDAs were observed to form three groups: (i) pale-clear-radiant, (ii) lively-healthy-rosy and (iii) dull. We recognized that people have a similar opinion about perception of CDAs. Following our results of this study, we establish new standard method for sensibility evaluation which is difficult to carry out scientifically or objectively.