• The Research Journal of the Costume Culture
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• v.25 no.6
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• pp.831-846
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• 2017

Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers' on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands' ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.

• Korean Journal of Human Ecology
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• v.18 no.5
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• pp.1063-1075
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• 2009

This study intends to provide foundational data for enhancing the welfare of customers purchasing digital products through analyzing the notes from written on-line reviews. The data used for the analysis are 6,342 on-line reviews for cell phones and digital cameras released from November, 2007 until April, 2008, which was posted on Naver Knowledge Shopping from November, 2007 until June, 2008. Through the on-line reviews, this article analyzed the evaluations on the digital products' hardware, software, design, service, price, and other criteria and the customers' emotional experience in the process of purchase, use, and possession. According to the results of the analysis, negative evaluation and emotional experience were originated from the company's information provision methods and purchase process. In addition, insufficient information searches in the process of online purchases, consumers' low right consciousness, and impolite on-line reviews were also problematic. Customers' evaluations and emotional experiences on digital products were conducted in a complex way. Based on that, this research makes suggestions in the company's marketing, customer education, and theoretical aspect.

• The Journal of Society for e-Business Studies
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• v.14 no.4
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• pp.19-33
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• 2009

With the continuously increasing volume of e-commerce transactions, it is now popular to buy some products and to evaluate them on the World Wide Web. The product reviews are very useful to customers because they can make better decisions based on the indirect experiences obtainable through the reviews. Product Reviews are results expressing customer's sentiments and thus are divided into positive reviews and negative ones. However, as the number of reviews in on-line shopping increases, it is inefficient or sometimes impossible for users to read all the relevant review documents. In this paper, we present a sentiment analysis algorithm for automatically classifying subjective opinions of customer's reviews using opinion mining technology. The proposed algorithm is to focus on product reviews of on-line shopping, and provides summarized results from large product review data by determining whether they are positive or negative. Additionally, this paper introduces an automatic review analysis system implemented based on the proposed algorithm, and also present the experiment results for verifying the efficiency of the algorithm.

• Journal of Internet of Things and Convergence
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• v.8 no.5
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• pp.47-54
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• 2022

The development of the Internet of Things led to new services that did not exist before. This required a change to the existing network. This study aims to verify the service quality, satisfaction, repurchase intention relationship, and the moderating effect of online reviews of Chinese consumers using fashion shopping malls. The results of the study showed that from the perspective of consumers in their 20s and 30s in China, the type, reliability, convenience, and interaction of service quality had a positive effect on customer satisfaction and repurchase intention. In addition, negative reviews among online reviews had a great influence on repurchase intention. Based on the results of the study, it will help improve the effect on online product reviews and in-depth understanding of the acceptance of online product reviews for online fashion shopping malls, and establish strategies for fashion companies to effectively manage online product reviews information.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.2
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• pp.177-190
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• 2016

On-line consumer reviews are good references for consumers to evaluate and buy apparel products. The objective of this study is to facilitate communication about performance textiles between consumers and merchandisers who buy and sell apparel products on online. The survey was based on standardizing words used in consumer reviews written after purchase of summer knit t-shirts at internet shopping mall and evaluating the performance textiles including cellulose fibers. We collected reviews of five sorts of the clothing products including cotton/modal, tencel/polyurethane, polyester/rayon, linen, cotton and selected 1000 reviews related to textiles. For classifying each word used in the reviews by the performance textiles, they were quantified applying same standards. The results were as follow: First, the standard for consumer to consider importantly was tactile sensation, appearance, pilling, thickness, dimensional stability in washing. Second, the important category of performance textiles was healthy-comfort and psychological-comfort. Third, there were difference performance textiles for consumer to recognize, e.g. cotton/modal was important to air-permeability, tencel/polyurethane was noticed about tactile sensation, polyester/rayon was perceived about pilling unlike other things, linen had a problem of clothing care-convenience, then cotton was familiar fiber to important for appearance. The last, consumers usually focused on writing the most positive or negative online reviews. Although not familiar with professional terminologies, consumers are sensitive to physical properties of textiles. Therefore, standardizing and evaluating performance textiles are expected to improve satisfaction as providing objective information to consumers considering in buying apparel products at online shopping mall and increase in revenue to manufacturer.

• Journal of Information Technology Services
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• v.11 no.2
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• pp.69-91
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• 2012

The purpose of the study is to investigate the effects of direction of comments about online reviews and the credibility of web sites on brand attitudes toward restaurants. Also, the study compared two study results using Korean and Chinese on-line users to assess the feasibility of the application of on-line marketing developed in Korea to Chinese internet user contexts. The results show that the credibility of web sites and the direction of comments influence the brand attitude as hypothesized. Overall, the results from two country consumer groups are similar. However, there are unique results including the significant interaction effects between the direction of comments and the credibility of web sites only for Chinese on-line users on the brand evaluation tasks and for Korean on-line users on the purchase intention. The cultural value might cause these different results across the nations.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.6
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• pp.1010-1024
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• 2016

This study identifies the influence of on/off-line acquaintances' recommendation messages on fashion product attitude and purchase intention on the online purchase of fashion products in two-sided word of mouth situations as well as compares the difference in influence according to bond-base with equidistance. This study was conducted for one month on university students in their 20s who were believed to be active in smartphone use. Out of the collected 174 copies of the questionnaire, 162 copies were used for analysis. The questionnaire was classified into online and offline recommendation messages of an acquaintance. We present two-sided fashion product reviews made similar to the type found in an actual shopping mall web-site. As for analysis, confirmatory factory analysis, structural equation modeling, and multi-group analysis were conducted using AMOS 19.0. The analysis results are as follows. First, on/off-line acquaintances' recommendation messages had significant influences on product attitude in the situation where two-sided reviews on fashion products were presented; however, those messages did not influence purchase intention. Recommendation messages positively increased product attitude and enhanced purchase intention if acquaintances' recommendation messages were mediated between on/off-line acquaintances' recommendation messages and purchase intention. Consequently, a mediating effect on product attitude was revealed. Second, there was no difference between online acquaintances and offline acquaintances in terms of the influence of acquaintances' recommendation messages on product attitude and purchase intention, in the situation where two-sided reviews were presented on online fashion products. Therefore, no control effect according to the type of acquaintance was confirmed.

• Journal of KIISE:Databases
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• v.36 no.4
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• pp.254-262
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• 2009

As the trend of e-business activities develop, customers come into contact with products through on-line shopping sites and lots of customers refer product reviews before the purchasing on-line. However, as the volume of product reviews grow, it takes a great deal of time and effort for customers to read and evaluate voluminous product reviews. Lately, attention is being paid to Opinion Mining(OM) as one of the effective solutions to this problem. In this paper, we propose an efficient method for opinion sentiment classification of product reviews using product specific context information of words occurred in the reviews. We define the context information of words and propose the application of context for sentiment classification and we show the performance of our method through the experiments. Additionally, in case of word corpus construction, we propose the method to construct word corpus automatically using the review texts and review scores in order to prevent traditional manual process. In consequence, we can easily get exact sentiment polarities of opinion words in product reviews.

• Journal of the Korean Institute of Intelligent Systems
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• v.20 no.2
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• pp.202-207
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• 2010

In this paper, we present an automatic sentiment classification method for on-line movie reviews that do not contain explicit sentiment rating scores. For the sentiment polarity classification, positive or negative, we use a Support Vector Machine classifier based on syllable kernel that is an extended model of string kernel. We give some experimental results which show that proposed syllable kernel model can be effectively used in sentiment classification tasks for on-line movie reviews that usually contain a lot of grammatical errors such as spacing or spelling errors.

• Proceedings of the KIEE Conference
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• 2003.07a
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• pp.500-502
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• 2003

This paper reviews calculating of induced voltage onto a communication line from 22.9kV-Y Distribution Lines. The coexistence of both power line and communication line in parallel generates the induction of significant longitudinal voltage in the weak current line. In order to evaluate a precise induced voltage, this paper indicated some problems about coefficient and numerical formula. It also presents some induced voltage production technology standard application.