• 지식경영연구
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• 제19권4호
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• pp.1-17
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• 2018

Hotel consumers tend to rely on online reviews to reduce the risk to hotel products when they book hotel rooms because hotel products are high-risk products due to their intangibility. However, the development of ICT has caused information load, and it is an important issue to be perceived as useful information to consumer because a large amount of information complicates the decision making process of consumers. Drawn from Heuristic-Systematic Model(HSM), the present study explored the role of heuristic and systematic cues composing an online review influencing consumers' perception of hotel online reviews. More specifically, this study identified reviewers' identity, level of the reviewer, review star ratings, and attached hotel photo as heuristic cue, while review length, cognitive level of review and negativity in review as systematic cues. The binary logistic regression was adopted for analysis. This study found that only systematic cues of online review were found to affect the usefulness of it. Moreover, we preceded further study examining the moderating effect of seasonality in the relationships between systematic cues and usefulness.

• 한국정보시스템학회지:정보시스템연구
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• 제32권3호
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• pp.133-150
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• 2023

Purpose This study aims to develop classification models using a decision tree algorithm to identify core keywords and rules influencing online consumer review evaluations for the robot vacuum cleaner on Amazon.com. The difference from previous studies is that we analyze core keywords that affect the evaluation results by dividing the subjects that evaluate online consumer reviews into self-evaluation (star ratings) and peer evaluation (helpfulness votes). We investigate whether the core keywords influencing star ratings and helpfulness votes vary across different products and whether there is a similarity in the core keywords related to star ratings or helpfulness votes across all products. Design/methodology/approach We used random under-sampling to balance the dataset. We progressively removed independent variables based on decreasing importance through backwards elimination to evaluate the classification model's performance. As a result, we identified classification models that best predict star ratings and helpfulness votes for each product's online consumer reviews. Findings We have identified that the core keywords influencing self-evaluation and peer evaluation vary across different products, and even for the same model or features, the core keywords are not consistent. Therefore, companies' producers and marketing managers need to analyze the core keywords of each product to highlight the advantages and prepare customized strategies that compensate for the shortcomings.

• 유통과학연구
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• 제18권10호
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• pp.65-75
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• 2020

Purpose: This study aims to examine how to review contents of experiential and utilitarian products (e.g., skincare products) and how to affect review helpfulness by applying natural language processing techniques. Research design, data, and methodology: This study uses 69,633 online reviews generated for the products registered at Amazon.com by 13 Korean cosmetic firms. The authors identify key topics that emerge about consumers' use of skincare products such as skin type and skin trouble, by applying bigram analysis. The review content variables are included in the review helpfulness model, including other important determinants. Results: The estimation results support the positive effect of review extremity and content on the helpfulness. In particular, the reviewer's skin type information was recognized as highly useful when presented together as a basis for high-rated reviews. Moreover, the content related to skin issues positively affects review helpfulness. Conclusions: The positive relationship between extreme reviews and helpfulness of reviews challenges the findings from prior literature. This result implies that an in-depth study of the effect of product types on review helpfulness is needed. Furthermore, a positive effect of review content on helpfulness suggests that applying big data analytics can provide meaningful customer insights in the online retail industry.

• 한국벤처창업학회:학술대회논문집
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• 한국벤처창업학회 2022년도 춘계학술대회
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• pp.123-126
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• 2022

Online reviews offer valuable information to businesses by reflecting consumer experiences about their products and services. Two important aspects of online reviews are first, the topics consumers choose to address and second, the sentiments expressed in their reviews. Building upon previous literature that shows online reviews are context-dependent, we examine the impact of topic distribution on review sentiment in South Korea and the U.S. during pre-and post-pandemic periods. After performing topic modeling on Airbnb app review data, we measure the contribution of each topic on review sentiment using SHAP values. Our results indicate variations in topic distribution trends between 2018 and 2021. Also, the order and magnitude of topics' impact on review sentiment change between pre-and post-pandemic periods for both countries. This study can help businesses to understand how topics and sentiments associated with their products and services changed after pandemic, and also help them identify areas of improvement.

• Asia pacific journal of information systems
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• 제32권3호
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• pp.514-536
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• 2022

Online reviews offer valuable information to businesses by reflecting consumer experiences about their products and services. Two crucial aspects of online reviews are the topics consumers choose to address, and the sentiments expressed in their reviews. Building upon previous literature that shows online reviews are context-dependent, we employ the Expectation-Confirmation Theory (ECT) to examine the impact of topic distribution on review sentiment in South Korea and the U.S. during pre- and post-pandemic periods. After applying a topic modeling to Airbnb app review data, we measure the contribution of each topic on review sentiment using SHAP values. Our results indicate variations in topic distribution trends between 2018 and 2021. In addition, the order and magnitude of topics' impact on review sentiment change between pre- and post-pandemic periods for both countries. This study can help businesses understand how topics and sentiments associated with their products and services changed after the pandemic and thus identify areas of improvement.

• 유통과학연구
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• 제19권11호
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• pp.69-80
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• 2021

Purpose: Consumers have unique behaviors that are classified based on their interests and considerations before buying. They are predicted will change due to the pandemic of COVID-19. This study provides insights for retailers about the dynamic of consumer behavior before and during the pandemic, including future predictions. Research design, data and methodology: The Preferred Reporting Items for Systematic Review and Meta-Analysis (PRISMA) statement was applied in this study. Seven studies that were selected from five databases meet the criteria for cohort and cross-sectional analyses of gender, age, store types, and environmental concerns. Results: Consumer's gender and age contribute to consumer behavior change. Both offline and online stores can be integrated as omnichannel rather than substitute each other. Product distribution and consumer budget need to be reevaluated by retailers, while internet security is the most essential factor when developing their online transactions. Conclusions: COVID-19 pandemic has a significant impact on changing consumer behavior in most countries. Retailers are encouraged to adapt to the changes by modifying their business model with technology. However, it is still speculated and cannot be generalized due to different cultural and contextual factors. Future studies are always needed to synchronize along with the transition of consumers' behavior.

• 한국IT서비스학회지
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• 제16권2호
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• pp.21-32
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• 2017

This study analyzes the variable consumer characteristics that influence the intention to use online product reviews. In online e-commerce, where purchases take place without consumers seeing the products in person, the product reviews left by other consumers who have already purchased the product are believed to be valuable information. However, when different consumers read the same product review, their responses to it may vary. This study analyzes the characteristics of consumers who utilize product reviews for their purchases. Consumer characteristics are categorized into personal information, personality, purchasing tendency, and experience related to product reviews. These factors are examined to see if they have direct or indirect effects on a consumer's intention to use product reviews when making online purchases. We surveyed a total of 240 consumers who had experience using e-commerce and knew about online product reviews. Once the data was collected, path analysis was conducted using the statistics tool AMOS. The study results reveal that consumers who are female, extroverted, and have higher price sensitivity think that product reviews left by others are useful, and that this "perceived usefulness" has a positive effect on the intention to use product reviews for making online purchasing decisions. In addition, consumers who are agreeable to others, have high brand sensitivity, and who have left numerous reviews themselves demonstrated the tendency to trust reviews left by others more. Thus, we conclude that this "perceived reliability" makes it more likely that a consumer will use product reviews when making online purchasing decisions. Future research can be done to develop this study further by analyzing whether providing online product reviews corresponding to the personal characteristics of consumers enhances the effect of product reviews on online purchasing decisions.

• 경영과정보연구
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• 제26권
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• pp.153-180
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• 2008

Most previous electronic commerce studies have focused on a single product or similar products. The effects of different product types have been relatively neglected. and so previous studies have limited the generalization. The purpose of this study was to explore the effects of different product types. The Internet product and service classification grid proposed by Peterson et al.(1997). A survey-based approach was employed to investigate the research questions. Regression analysis demonstrated that the determinants of online shopping acceptance differ among product or service types. As a result of analysis, personal innovativeness of information technology, perceived Web security, personal privacy concerns, and product involvement can influence consumer acceptance of online shopping, but their influence varies according to product or service types.

• 경영정보학연구
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• 제25권1호
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• pp.27-46
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• 2023

최근에는 외식 산업의 발달과 레스토랑 수요의 증가로 인해 레스토랑 추천 시스템 연구가 활발하게 제안되고 있다. 기존 레스토랑 추천 시스템 연구는 정량적인 평점 정보 또는 온라인 리뷰의 감성분석을 통해 소비자의 선호도 정보를 추출하였는데 이는 소비자의 의미론적 선호도 정보는 반영하지 못한다는 한계가 존재한다. 또한, 레스토랑이 포함하는 세부적인 속성을 반영한 추천 시스템 연구는 부족한 실정이다. 이를 해결하기 위해 본 연구에서는 소비자의 선호도와 레스토랑 속성 간의 상호작용을 효과적으로 학습할 수 있는 딥러닝 기반 모델을 제안하였다. 먼저, 합성곱 신경망을 온라인 리뷰에 적용하여 소비자의 의미론적 선호도 정보를 추출했고, 레스토랑 정보에 임베딩 기법을 적용하여 레스토랑의 세부적인 속성을 추출했다. 최종적으로 요소별 연산을 통해 소비자 선호도와 레스토랑 속성 간의 상호작용을 학습하여 소비자의 선호도 평점을 예측했다. 본 연구에서 제안한 모델의 추천 성능을 평가하기 위해 Yelp.com의 온라인 리뷰를 사용한 실험 결과, 기존 연구의 다양한 모델과 비교했을때 본 연구의 제안 모델이 우수한 추천 성능을 보이는 것을 확인하였다. 본 연구는 레스토랑 산업의 빅데이터를 활용한 맞춤형 레스토랑 추천 시스템을 제안함으로써 레스토랑 연구 분야와 온라인 서비스 제공자에게 학술적 및 실무적 측면에서 다양한 시사점을 제공할 수 있을 것으로 기대한다.

• 패션비즈니스
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• 제20권6호
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• pp.135-147
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• 2016

Online supporters are the group of people selected by companies for the online promotion of their products or services and focus on generating messages that are conducive to stimulating hands-on experiences with companies' products and services to create advertising effects. This study examined how reviews offered by blogs operated by fashion brands' online supporters influence consumer's brand attitudes and purchase intentions. Specifically, this study examined how brand awareness and directions of review messages influences consumers' brand attitudes and purchase intentions. This study employed a 2 (brand awareness: high awareness vs. low awareness) ${\times}$ 3 (review direction: one-sided positive, two-sided positive & negative, one-sided negative) between-subject factorial design. In total, 180 respondents participated, thus garnering 30 responses for each of the six conditions. The results of two-way ANOVA revealed the significant main effect supporters' review message direction on consumers' brand attitudes and purchase intentions. Two-sided messages were rated high for brand attitude and purchase intention compared to one-sided positive or negative or positive directions. The interactions between brand reputation and message direction were significant for brand attitude, but not for purchase intention.