• Management & Information Systems Review
• /
• v.29 no.1
• /
• pp.117-144
• /
• 2010

This paper planned to review positively the influence of leading variables - Functional benefits, Emotional benefits, Self-expressive benefits over Consumer-brand relationship, and the structural relationship between Consumer-brand relationship and Brand attachment, Word-of-mouse. For it, we verified our hypothesis utilizing Hierarchial chi-square analysis that was available to statistically verify the size between 2 paths out of Structural models As the result of research, Emotional benefits was more influential than Functional benefits in the formation of Consumer-brand relationship. Additionally, the influential difference between Emotional benefits and Self-expressive benefits was not found in the formation of Consumer-brand relationship. In other words, both Emotional benefits and Functional benefits were proved to have a positive influence on forming Consumer-brand relationship. On the other hand, Self expressive benefits played a more influential role than Functional benefit in the formation of Consumer-brand relationship. The fact was also proved that the higher the formation level of Consumer -brand relationship was, the greater positive influence over Brand attachment and Word-of-mouse Through the above results, it is more desirable to establish brand strategy for forming Consumer-brand relationship through Emotional benefits and Self expressive benefits rather than Functional benefits. Additionally, the Consumer-brand relationship formed by Value benefit is expected not only to get the level of attachment, showing like love, toward the brand deeper, but also to achieve the effect of positive, long term communication through voluntary Word-of-mouse.

• Journal of Intelligence and Information Systems
• /
• v.21 no.2
• /
• pp.69-92
• /
• 2015

The explosion of social media data has led to apply text-mining techniques to analyze big social media data in a more rigorous manner. Even if social media text analysis algorithms were improved, previous approaches to social media text analysis have some limitations. In the field of sentiment analysis of social media written in Korean, there are two typical approaches. One is the linguistic approach using machine learning, which is the most common approach. Some studies have been conducted by adding grammatical factors to feature sets for training classification model. The other approach adopts the semantic analysis method to sentiment analysis, but this approach is mainly applied to English texts. To overcome these limitations, this study applies the Word2Vec algorithm which is an extension of the neural network algorithms to deal with more extensive semantic features that were underestimated in existing sentiment analysis. The result from adopting the Word2Vec algorithm is compared to the result from co-occurrence analysis to identify the difference between two approaches. The results show that the distribution related word extracted by Word2Vec algorithm in that the words represent some emotion about the keyword used are three times more than extracted by co-occurrence analysis. The reason of the difference between two results comes from Word2Vec's semantic features vectorization. Therefore, it is possible to say that Word2Vec algorithm is able to catch the hidden related words which have not been found in traditional analysis. In addition, Part Of Speech (POS) tagging for Korean is used to detect adjective as "emotional word" in Korean. In addition, the emotion words extracted from the text are converted into word vector by the Word2Vec algorithm to find related words. Among these related words, noun words are selected because each word of them would have causal relationship with "emotional word" in the sentence. The process of extracting these trigger factor of emotional word is named "Emotion Trigger" in this study. As a case study, the datasets used in the study are collected by searching using three keywords: professor, prosecutor, and doctor in that these keywords contain rich public emotion and opinion. Advanced data collecting was conducted to select secondary keywords for data gathering. The secondary keywords for each keyword used to gather the data to be used in actual analysis are followed: Professor (sexual assault, misappropriation of research money, recruitment irregularities, polifessor), Doctor (Shin hae-chul sky hospital, drinking and plastic surgery, rebate) Prosecutor (lewd behavior, sponsor). The size of the text data is about to 100,000(Professor: 25720, Doctor: 35110, Prosecutor: 43225) and the data are gathered from news, blog, and twitter to reflect various level of public emotion into text data analysis. As a visualization method, Gephi (http://gephi.github.io) was used and every program used in text processing and analysis are java coding. The contributions of this study are as follows: First, different approaches for sentiment analysis are integrated to overcome the limitations of existing approaches. Secondly, finding Emotion Trigger can detect the hidden connections to public emotion which existing method cannot detect. Finally, the approach used in this study could be generalized regardless of types of text data. The limitation of this study is that it is hard to say the word extracted by Emotion Trigger processing has significantly causal relationship with emotional word in a sentence. The future study will be conducted to clarify the causal relationship between emotional words and the words extracted by Emotion Trigger by comparing with the relationships manually tagged. Furthermore, the text data used in Emotion Trigger are twitter, so the data have a number of distinct features which we did not deal with in this study. These features will be considered in further study.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.9
• /
• pp.1504-1514
• /
• 2010

Relationship marketing can be one of the most efficient strategies to enable a company to achieve business success in the recent marketing environment of tough competition and the diverse desires of consumers for new products. Using relationship marketing instead of mass marketing can help a company increase profits. For proper research in relationship marketing, it is indispensable to study relationship benefits. This study provides specific information in terms of relationship benefits to help develop the marketoriented strategy of a company. The results are as follow. The relationship benefit had a significantly positive effect on relationship quality (trust, satisfaction, and commitment). A relationship benefit was divided into three dimensions: customization benefit, informational benefit, and emotional benefit. Especially, emotional benefit appears as the most positive effect on satisfaction and the customization benefit appeared as the most positive effect on trust and commitment. The customization benefit and emotional benefit had a significantly positive effect on long-term relationship orientation, repurchase intention, and word of mouth. Informational benefit was not a significant influence on repurchase intention and word of mouth. Customization benefit appeared the most positive effect on long-term relationship orientation and word' of mouth. Emotional benefit appeared the most positive effect on repurchase intention. The relationship quality had a significantly positive effect on relationship performance. The findings of this study provide both industry and academic researchers with a guide to increase customer satisfaction in the relationship marketing process.

• Journal of the Korea Convergence Society
• /
• v.12 no.3
• /
• pp.85-98
• /
• 2021

Domestic delivery app services are taking a leap forward as the non-face-to-face culture spreads due to the COVID 19 situation and the industrial scale is also growing. In the expanding delivery app service market, we try to verify the structural relationship between variables by empirically analyzing the influencing factors of users' trust in rational and emotional factors. Delivery app service users trust and discriminate parameters in the relationship between rational and emotional factors. Satisfaction according to the trust of a valid delivery app service and service expansion model through word of mouth was designed. It was verified through a hypothesis whether it had an effect, and it can be used as a variety of service strategies for delivery app service users.

• Asian Journal of Business Environment
• /
• v.6 no.3
• /
• pp.21-31
• /
• 2016

Purpose - The purpose of this research is to determine the impact of word of mouth on customer perceived value for restaurants in Malaysia. The objectives of this research include determining how word of mouth (WoM) factors - frequency of word of mouth messages, reputation of word of mouth messenger, richness of word of mouth message, dispersion of word of mouth conversations and manner of word of mouth delivery impact customer perceived value in Malaysian restaurant industry. Research Design, Data, and Methodology - The research follows causal / explanatory research method based on quantitative data. A sample of 150 restaurant customers in Kuala Lumpur, Malaysia was selected using convenience sampling technique. Likert scale questionnaire is used to collect data and data is analysed using regression analysis through SPSS 22. Results - The statistical analysis revealed that independent variable 'manner of delivery' significantly and positively impacts customer perceived value for restaurants in Malaysia. Conclusions - To build strong positive customer perception, Malaysian restaurants can enhance word of mouth campaigns' 'manner of delivery' by making them passionate, exciting and with high emotional appeal.

• Science of Emotion and Sensibility
• /
• v.9 no.spc3
• /
• pp.167-177
• /
• 2006

In this study, we developed a tool for measuring user's emotions expressed while using a product in the natural and accessible environment for the design field. Also, using emotional word logging software VideoTAME, we measured a user's emotions expressed while using a product. In the testing module of VideoTAME, participants evaluate their emotional changes through playing and watching the video clips of their performing tasks in the experiment room. In the analyzing module, the researchers replay the results created by participants during the experiment and analyze the results using Microsoft Excel. In this research, we have asked users to examine their emotional changes while watching the recorded video clip of them in the experiment room performing a series of tasks using a cellular phone. In this experiment, there were no big differences in the representative emotions expressed for each characteristics of task. The reason for this can be assumed it is because of the emotional changes occurred while facing specific situations when performing a task rather than the task itself. If more data is collected and concrete statistical analysis is done, it is expected that we can clarify what effect a product's usability has on user's emotions.

• Asia pacific journal of information systems
• /
• v.22 no.3
• /
• pp.1-27
• /
• 2012

Many companies have recently become interested in using social networking sites such as Twitter and Facebook as a new channel to communicate with their customers. For example, companies often offer "special deals" (e.g., coupons, discounts, free samples, etc.) to their customers who participate in promotions or events on social networking sites. Companies often make important announcements on their products or services on social networking sites. By doing so, customers are encouraged to continue to have relationships with companies on social networking sites and to recommend the companies' presence on social networking sites to other potential customers. Moreover, customers who keep close relationships with companies on social networking sites often provide the companies with valuable suggestions and feedback. For instance, Starbucks has more than 2 million followers on Twitter, and often receive suggestions and feedback for their product offerings and services from the followers on Twitter. Although companies realize potential benefits of using social networking sites as a channel to communicate with their customers, it appears that many companies have difficulty forging long-lasting relationships with customers on social networking sites. It is often reported that many customers who had followed companies on Twitter later stopped following them for various reasons. Therefore, it is an important issue to understand what motivates customers to continue to keep relationships with companies on social networking sites. Nonetheless, due attention has yet paid to this issue until recently. This study intends to contribute to our understanding on customers' intention to continue to follow companies on Twitter and to spread positive word-of-mouth about companies on Twitter. Specifically, we identify seven potential factors that customers perceive as important in evaluating their experience with companies on Twitter. The seven factors include similarity, receptivity, interactivity, ubiquitous connectivity, enjoyment, usefulness and transparency. We posit that the seven perception factors can affect the two types of satisfaction, emotional and cognitive, which can in turn influence on customers' intention to follow companies on Twitter and to spread positive word-of-mouth about companies on Twitter. Research hypotheses formulated in this study were tested with data collected from a questionnaire survey administered to customers who had been following companies on Twitter. The data was analyzed with the partial least square (PLS) approach to structural equation modeling. The results of data analysis based on 177 usable responses were generally supportive of our predictions for the effects of the seven factors identified and the two types of satisfaction. In particular, out results suggest that emotional satisfaction was strongly influenced by perceived similarity, perceived receptivity, perceived enjoyment, and perceived transparency. Cognitive satisfaction was significantly influenced by perceived similarity, perceived interactivity, perceived enjoyment, and perceived transparency. While cognitive satisfaction was found to have significant and positive effects on both continued following and word-of-mouth intentions, emotional satisfaction had a significant and positive effect only on word-of-mouth intention.

• Korean Institute of Interior Design Journal
• /
• v.27 no.3
• /
• pp.108-115
• /
• 2018

The atmosphere is a popular word in everyday life. There is often an atmosphere when we enter a particular place. As if to say, The mood is perceived as an emotional and subjective word. Atmosphere is subjective and there are different feelings, but there are definitely certain feelings that people can relate to. The researcher examines the question in the paper and analyzes how the atmosphere in the space could be explained. So I will research about $B{\ddot{o}}hme^{\prime}s$ aesthetics which is called atmosphere. and analysis how his atmosphere is applied in nowadays art. So this study has two purposes. First is the notion of the atmosphere, not the atmosphere of rational perspective, it's about emotional and perceptual experiences. Therefore a connection about audience and arts is the most important focus in atmosphere. So the other purpose is Olafur Eliasson's Atmosphere. he is an artist about this perception. His work requires spectator intervention and participation to make it a perfect art. There is also a element in Eliasson's philosophy, in which the perceptual experiences of visitor's relationship between the work and the viewer, and eliminates the boundary as a perceptual expression.

• Science of Emotion and Sensibility
• /
• v.11 no.3
• /
• pp.375-385
• /
• 2008

This study intended to grasp image association on human's product and cognition response characteristic, and analyze their correlation with product preference. For this, photos of mobile phones and proposal-type products were selected for experiment stimuli, and an experiment expressing associated word and an experiment evaluating preference of each product's photo were made. With the experiments, two results were derived. First, in linguistic cognition response on product with use experience, application of emotional expression increased as the level of preference increased by mixing expressions of metaphor languages and emotional image. Second, non-use experience of product induces response corresponding to understanding on the object of cognition only perceptually and considering similarities with general experience information.

• Culinary science and hospitality research
• /
• v.14 no.4
• /
• pp.398-414
• /
• 2008

The purpose of this study is to analyze the effect of restaurant atmosphere on its image and customers' emotional responses and behavior. The results of this study indicated that perceived restaurant atmospheres had a significant effect on customers' emotional responses, and these emotional responses greatly influenced the image of a restaurant. Especially, the ambient and cleanliness factors of restaurant atmosphere influenced a restaurant image, and the positive image from those factors had a significant effect on customer behavior. The design and human factors of restaurant atmosphere influenced customer behavior, and the positive image from those factors had a significant effect on customer behavior. Finally, it was verified that the restaurant atmospheric factors affected its image and customers' emotional responses and behavior. Moreover, the better the restaurant atmospheric factors(design, ambient, cleanliness, humanity) are, the better customers' emotional responses and image are, thereby increasing customers' revisiting and word-of-mouth intention.