• Journal of the Korea Academia-Industrial cooperation Society
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• v.10 no.10
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• pp.2893-2899
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• 2009

The study classified speech styles of shopping hosts and tried to examine how the classified speech styles have an effect on the evaluation of shopping hosts and the purchase intentions. In the evaluation of speech styles of shopping hosts, except customer-oriented confutative style, credibility, descriptive relevance, other speech styles are analyzed to have an impact on the styles. When we investigate the influential relations between speech styles proved by a theory and the evaluation of shopping hosts, the demonstrative style comes first, the expressive style is next and the descriptive follows in terms of influential power. In terms of the purchasing intention, speech styles of shopping hosts have an effect on the demonstrative and expressive types rather than the elucidative and descriptive ones. Namely, the analysis shows that the speech style which is logically persuasive and expresses the contents in detail is preferred to the descriptive and leading speech style.

• Management & Information Systems Review
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• v.31 no.4
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• pp.639-661
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• 2012

The purpose of the paper is to examine sidedness effects of comparative advertising and moderating roles of the emotions of customer and product type. To test the research hypotheses, this study conducted experimental designs. One hundred ninety-two undergraduate students were assigned to one of the four experimental groups. Comparative Advertising message type and product type were manipulated as between-subject factors. There was a surprising event situation(free gift event) when participants came to laboratory for experiment, which is for the emotion manipulation. If a participant in a positive emotion group, he or she gets a free gift. The data demonstrate that comparative message type have a significant effect on both attitude toward the advertising and acceptance intention. In addition, consumers' emotion and product type play a significant moderating role between the message types and the dependent variables. The results of this study contribute to the literature as a new attempt to examine the sidedness effect of the comparative advertising message. We suggested that message types and consumer's emotion is one of very important aspects for a comparative advertising and marketers should consider people's emotion when they release a comparative advertising, which can help when marketers make their strategy for a comparative advertising.

• Journal of KIISE
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• v.43 no.1
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• pp.80-86
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• 2016

A speech-act is a behavior intended by users in an utterance. Speech-act classification is important in a dialogue system. The machine learning and rule-based methods have mainly been used for speech-act classification. In this paper, we propose a speech-act classification method based on the combination of support vector machine (SVM) and transformation-based learning (TBL). The user's utterance is first classified by SVM that is preferentially applied to categories with a low utterance rate in training data. Next, when an utterance has negative scores throughout the whole of the categories, the utterance is applied to the correction phase by rules. The results from our method were higher performance over the baseline system long with error-reduction.

• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.73-79
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• 2007

본 연구는 최근 인터넷으로 급부상하고 있는 UCC(User Created Contents)를 기업마케팅 전략에 어떻게 활용한 것인지에 대해서 분석하였다. 이를 위해 먼저 기존의 UCC를 컨텐츠의 상업성(의도)과 내용을 기준으로 해서 분류하고, 각종 UCC컨텐츠를 mapping해 보았다. 그리고 동영상 UCC를 중심으로 한 UCC마케팅전략을 UCC를 활용한 마케팅 방법과 UCC자체를 마케팅 하는 방법 두 가지로 구분하여 살펴보았다. UCC를 활용한 마케팅으로 제품/ 회사 홍보, 쇼핑몰 컨텐츠 활용 등의 사례를 제시하였으며 UCC자체 마케팅으로 UCC판매, UCC마켓, 수익배분 모델 등의 사례를 제시하였다. 이를 토대로 마지막으로 UCC를 마케팅 전략에 활용하는 방안을 제시하였다.

• Proceedings of the Korean Society for Cognitive Science Conference
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• 2002.05a
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• pp.28-32
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• 2002

웹 상의 많은 정보들 속에서 사용자가 원하는 정보를 찾아내는 일은 쉽지 않다. 사용자가 의도하는 양질의 정보 제공을 위해 특정 영역과 관련한 정보 제공 시스템이 .개발되고 있다. 이전 시스템은 특정 영역 관련 지식베이스를 토대로 하여 웹 문서를 수집해 놓고, 사용자에게 정보를 제공한다. 본 논문에서는 전문 사이트 내에 문서간의 유사성을 토대로 하여 동물 영역에 대한 효과적인 문서 클러스타링(clustering)에 관해 실험하였다. 기존의 방법에서는 문서의 분류나 질의어와 관련한 문서 선택이나 순위 결정이 주로 텀(term)을 바탕으로 하고 있다. 본 논문에서는 각 문서 내의 텀 뿐만 아니라 HTML 태그(tag), 지식베이스에 WordNet의 계층구조를 적용한 data를 활용하고, SVD(Singular Value Decomposition)를 사용하여 문서간의 관계를 밝혀내어 문서 분류 및 수집에 이용하였다. 특정 영역의 전문 문서를 많이 제공하는 사이트에 적용하여 좋은 결과를 볼 수 있었다.

• Proceedings of the Korea Information Processing Society Conference
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• 2012.11a
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• pp.564-567
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• 2012

이미지의 시각단어를 이용한 이미지의 자동분류 및 태깅에 관련된 연구가 다양하게 진행되고 있지만, 기존의 연구는 특징점 추출과 이미지 비교를 위하여 비슷한 구도의 객체에만 적용하거나 배경을 제거한 객체를 대상으로 하는 등 선별된 이미지를 주로 사용하고 있다. 본 논문에서는 사용자가 특징점의 비교를 의도하지 않고 배경을 포함하여 촬영한 이미지를 대상으로 하여 이미지 시각단어를 이용한 자동 분류 및 태깅의 정확도를 향상시키는 방법을 소개하고자 한다.

• Informatization Policy
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• v.18 no.2
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• pp.23-48
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• 2011

This empirical study is on the factors that influence college students'intention of using online communities by focusing on the social influence, online community identification and attitude toward using online community, and the perceived usefulness. The results of this study are as follows. First, the most popular online community site is Cyworld, and was found to provide additional services like cafes, blogs, facebook, etc. Second, the social influence in the proposed model has been classified as a subjective norm, perceived usefulness of social influence has been identified as a significant variable, and online community identification of subjective norm was significant. Third, the model configuration in a path relationship between the variables, the indirect effect of online community identification and perceived usefulness affect usage intention of online communities was larger than a direct effect. Therefore, in order to increase the usage intention of online communities, online community identification and perceived usefulness, as well as by attitude toward using online community need to be considered as ways to improve were identified.

• The Research Journal of the Costume Culture
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• v.10 no.3
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• pp.248-260
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• 2002

The purpose of this study were 1) to examine underlying dimensions of two aspects of attitudes - cognitive beliefs and consumption feelings of well-known name brand apparel and 2) to examine predictiveness of those two variables in predicting buying intentions of well-known name brand apparel. The data were collected through questionnaire from convenient samples of 207 female college students. Statistical analysis of factor analysis, t-test and multiple regression analysis were performed in analysing the data. The major findings were as fellows: 1. The dimensions of evaluation criteria of well-known name brand apparel were design/brand name, clothing construction, and practicality. 2. The dimensions of consumption feelings were pleasure/confidence, active and regret. 3. In predicting buying intension of name brand apparel, consumption feelings fecund to be as more robust predictors than cognitive variables.

• Journal of Digital Convergence
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• v.14 no.2
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• pp.19-30
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• 2016

Domestic and foreign tourists to visit the Baekdudaegan are increasing every year. The purpose of this study is to promote regional development in the Baekdudaegan and to improve the satisfaction of the people who visit the Baekdudaegan area recognized in underdeveloped area. It surveyed the age of 19 years old. Analysis of the factors of selection attributes importance and satisfaction, and the group was separated through cluster analysis. It analyzed a significant difference in the degree of revisit intention and intention of recommendation by cluster groups. They were divided into four groups, according to the selection attributes importance and satisfaction. Groups showed significant differences in the degree of revisit intention and intention of recommendation. The environment elements importance and satisfaction have affected revisit intention and intention of recommendation. It has found out that environment elements have an important factor in selecting the destination and these selection attributes satisfactions have a positive influence on future behavior intention.

• Journal of Digital Convergence
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• v.14 no.7
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• pp.83-91
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• 2016

The purpose of this study is to analyze the difference of environmental consciousness and its influence on the eco-friendly products purchase intention by the undergraduates' lifestyle patterns. The results of this analysis are as follows. First, the health orientation lifestyle of the undergraduates showed the high significant level to both cognition of environmental performance and environmental protection. However, both self pursuit and positive action lifestyle showing the low significant level were rejected. Second, the high environmental protection lifestyle of the undergraduates showed high significant level. This study shows that the health orientation lifestyle undergraduates are high environmental consciousness, and also they show high purchase intention of eco-friendly products.