• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2001.05a
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• pp.109-113
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• 2001

The purpose of this paper is to propose an analytical method for evaluating user satisfaction of Internet websites using the structural equation model(SEM). This paper is intended to identify critical evaluation factors of user satisfaction for websites to determine criteria for evaluating the websites, and use the criteria to develop a SEM model for quantitatively evaluation of each factors' effects of user satisfaction. The SEM model used 2 variables of usability and good-looks for the evaluation factors of websites user satisfaction and each factors have 4 sub evaluation criteria, 3 portal sites were evaluated to construct the SEM model, and 155 subjects participated the website evaluation using the walk-through and face-to-face survey method. Analysis results showed that the SEM model was statistically significant for all the 3 websites evaluated. Both the usability and good-looks two factors also showed significant effects to user satisfaction of websites and have positive correlation. The user satisfaction was more effected by the usability factor than good-looks, and the simplification and harmonization were the most critical sub-factors of the usability and good-looks.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 1998.11a
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• pp.189-194
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• 1998

Design factors are very important and deterministic in determining the first impression of products and environment. The final 30 number of channel button were chosen as a design factors at the Audio Unit. Then, we made the 8 types of prototype. with combining the design factors for experiment. Subjects rated the SD(Semantic Differential) evaluation sheets which have the 30 adjectives after watching each prototype. With the evaluated values, we simulated to identify the relation between the design factors and the adjectives using Neural Network. As a results, we could abstract the affective adjectives on each 8 types. Therefore, this research suggested the possibilities that we can infer the optimal design factors and types using Neural Network, if adjectives were given.

• The Korean Journal of Franchise Management
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• v.12 no.1
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• pp.45-55
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• 2021

Purpose: How to build the positive emotion of customer is very important, because it affects the positive attitude. Brand evidence has a significant impact on consumer behavior in terms of reinforcing consumers' perception of food service companies and differentiating them from competing brands. Thus, this study examines the effect of brand evidence on emotion (positive emotion and negative emotion), and attitude in restaurant industry. Research design, data, and methodology: This study examines the structural relationship among brand evidence, emotion, and attitude. Brand evidence divide into three sub-dimensions such as physical evidence, core service, and employee service. In order to test the purposes of this study, research model and hypotheses were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All constructs were measured by multiple items tested and developed in the previous research. The data were collected from 439 restaurant users from Seoul area were analyzed using SPSS 22.0 and SmartPLS 3.0 program. A total of 460 questionnaires were distributed and a survey was conducted for 4 weeks, and a total of 439 were used for analysis, excluding non-response data and 21 unusable response data among the collected questionnaires. Frequency analysis was conducted to identify the general characteristics of the survey subjects. To measure the reliability and validity of the measurement tools, confirmatory factor analysis was conducted. Structural model analysis was conducted to verify the research model. Result: The findings demonstrate that physical evidence, core service, employee service had positive effects on positive emotion. And core service and employee service had negative effects on negative emotion while physical evidence did not have. Also, positive emotion had positive effect on attitude and negative emotion had negative effect on attitude. Conclusions: The findings of this study provide guidelines on how to enhance competitiveness in restaurant industry through understanding brand evidence's effects on raising perceived consumer's emotion and attitude. Therefore, food service companies should establish a marketing strategy that can stimulate positive emotions through brand evidence, which is all factors related to service brands that influence consumers' evaluation of service products and purchase decision-making process.

• Science of Emotion and Sensibility
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• v.7 no.3
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• pp.51-56
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• 2004

Arousal level has been well defined by autonomic responses. However, entire emotion including both valence and arousal level is often questioned to be completely described by only autonomic responses. This study is to find the autonomic physiological parameters which were used emotion evaluation, 15 undergraduate students were asked to watch eight video clips from diverse movies and comedy shows for experiencing emotions. The subjectively experienced emotion were grouped by three factors. Two dimensional emotion model having the pleasant-unpleasant and arousal-non arousal factors were mapped with three physiological responses(GSR, PPG, SKT). The results may suggest that PPG and GSR may be used as arousal index while SKT may pleasant index. And the complex relation of physiological responses to emotional experiences are discussed.

• Journal of the Institute of Electronics Engineers of Korea CI
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• v.47 no.1
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• pp.116-122
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• 2010

As the importance of HCI(Human-Computer Interface) caused by dramatically developed computer technology is getting high, the requirement for the design of human friendly systems is also getting high. First of all, the personality and Emotional factor should be considered for implementing more human friendly systems. Many studies on Knowledge, Emotion and personality have been made, but the combined methods connecting these three factors is not so many investigated yet. It is known that memorizing process includes not only knowledge but also the emotion and the emotion state has much effects on the process of reasoning and decision making step. Accordingly, for implementing more human friendly efficient sophisticated intelligent system, the system considering these three factors should be modeled and designed. In this paper, knowledge-emotion reaction model was designed. Five types are defined for representing the personality and emotion reaction mechanism calculating emotion vector based on the extracted Thought threads by Type matching selection was proposed. This system is applied to the virtual memory and its emotional reactions are simulated.

• Journal of Korea Society of Industrial Information Systems
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• v.12 no.5
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• pp.23-38
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• 2007

Since the players in online games seek fun, emotional aspects may be important factors in the pleasure-oriented information systems. This study attempted to verify the effects of characteristic factors of games (fun, challenge, compensation, and diversity) on emotion and customer satisfaction in game portal sites. The study established the research model on the foundation of precedent researches related to online games, emotion, and customer satisfaction. The study conducted online and offline survey on individuals with experiences in using online game portal sites. 206 samples were used to test the research hypotheses. By using Structural Equation Modeling, The study found the following results. First, it was revealed that characteristics of games had positive effects on emotion in game portal sites and indirect effects on user satisfaction. Second, the study analyzed the difference between low user group and high user group. It was revealed that the characteristics of games had positive effects on emotion in the low user group, but only challenge factor influenced on emotion in the high user group.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2011.05a
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• pp.81-82
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• 2011

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.12
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• pp.1992-2005
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• 2010

Emotion directly affects consumer buying behavior. This study examines Chinese consumers' emotion elicitation process toward a U.S. apparel brand in the Chinese market. Employing a cognitive appraisal theory, this study proposed and tested a conceptual model incorporating three factors of consumer global orientation as antecedents of consumer emotion and purchase intention as a consequence of emotion. Among the ten proposed hypotheses, eight were supported. Of the three antecedents of consumer emotion, exposure to global mass media and cultural openness positively increased Chinese consumers' appraisals of a U.S. apparel brand. Unlike these two antecedents, the effects of exposure to mass migration on consumer appraisals were found to be non significant. The relationships between appraisal dimensions and positive emotion were all supported. Finally, this study confirmed that positive emotions increased Chinese consumers' purchase intentions of a U.S. apparel brand. Theoretical and managerial implications were discussed based on the findings.

• Journal of the Korean Home Economics Association
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• v.36 no.12
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• pp.87-104
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• 1998

This study explores the life quality(LQ) of Korean married women compared to Korean married men's LQ, examines personal factors' and home environmental factors' influences to Korean married women's LQ via psychological factors such as social belongingness, positive emotion, self-esteem, and sense of intemal control in causal model, and explores Korean married women's perceived important factors and perceived enhancement required factors in life. The questionnaire was administered to 941 Korean married women and their husbands who have one or more children in Pusan. The results indicated that: 1. The overal and most sub dimensional LQ of Korean married women mark medium level and were lower than that of Korean married men's. Korean married women who is highly educated, keeps efficient communication with their husband, self-esteem, sense of internal control, social belongingness, and positive emotion, and possess high SES and much available resources shows higher LQ than those who doesn't. 2. The efficient communication with husband and available resources have direct and indirect influences on Korean married women's LQ. The psychological mediatory factors of these two variables' influences on women's LQ are such as social belongingness, positive emotion, self-esteem and sense of intemal control. SES has direct influence only and the educational level has indirect influence via social belongingness only on Korean married women's LQ. All these factors explain 58% of Korean married women's LQ variance. 3. Korean married women rank family health, family reconciliation, husband's success, and children's achievement as the very important factors in life. They also rank husbands success, economic abundant, family reconciliation, family health, and their self-actualization as the very required factors for enhancing the given LQ.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.3 s.162
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• pp.331-342
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• 2007

The objective of this study is to provide the basis to planning the design of commercial products and effective image coordination for various situation in investigating the existence of Tattoo with an examination of fashion sensibilities and emotions as well as in analyzing Tattoo fashions which have an effect on the unique image coordinations in the fashion collection. Stimulus pictures have collected from fashion photographs appeared Tattoo expression released on the fashion collection and selected 35 pieces of pictures out of total through the analysing process in many times. Valuation tools have used with 19 pairs of adjective as fashion sensibilities valuation tool and 13 questionnaire as emotion valuation tool. Data has been collected from August 30th to September 17th on the subject of 20's men and women who live in Busan city area and those data has been analyzed by using SPSS statistics package program. The summary and conclusion of verified outcomes on this study are as follows: 1. Main factors of fashion sensibilities about Tattoo fashion are composed of three factors, such as Attractiveness, Visibility, Maturity and those factors have explained by 60.9%. On the other han, the fashion emotions are composed of negative emotion and positive emotion and explained by 66.3%. 2. The image of Tattoo fashion has shown four groups; Sexy, Romantic, Grotesque, Natural. 3. The positioning according to the image of Tattoo fashion has interpreted that X-axis as Grotesque-Romantic, Y-axis as Simple-Dazzling according to design features.