• 한국IT서비스학회지
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• 제8권2호
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• pp.205-228
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• 2009

This paper examines how online product information changes the customers' purchase intentions from subjectivity-objectivity dichotomy perspective. Quality and Preference are proposed as product evaluation criteria and their marginal changes with product information differentiation are hypothesized. An experimental survey was conducted to 57 subjects and the hypotheses were partially supported through PLS path comparison method. The study contributes to IS research by proposing a simple and effective product evaluation framework and by abstracting the impact of product information from other factors. Finally, we suggest the utilization of product information with the optimization of the cost-benefit structure between information and purchase intention.

• Asia pacific journal of information systems
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• 제26권1호
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• pp.66-79
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• 2016

The availability of detailed data on customers' online behaviors and advances in big data analysis techniques enable us to predict consumer behaviors. In the past, researchers have built purchase prediction models by analyzing clickstream data; however, these clickstream-based prediction models have had several limitations. In this study, we propose a new method for purchase prediction that combines information theory with machine learning techniques. Clickstreams from 5,000 panel members and data on their purchases of electronics, fashion, and cosmetics products were analyzed. Clickstreams were summarized using the 'entropy' concept from information theory, while 'random forests' method was applied to build prediction models. The results show that prediction accuracy of this new method ranges from 0.56 to 0.83, which is a significant improvement over values for clickstream-based prediction models presented in the past. The results indicate further that consumers' information search behaviors differ significantly across product categories.

• 유통과학연구
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• 제17권4호
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• pp.17-26
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• 2019

Purpose - Today's companies concentrate intensively on building consumer value and corporate reputation for continuing growth and advancement in an ever-changing global business management environment. This research intended to study the correlation between consumer value and corporate social responsibility (CSR) activities in building corporate reputation with consumers. Research design, data, and methodology - Online and offline surveys were conducted among male and female adults across Korea. Surveys were conducted for three weeks from August 21, 2018 to September 8, 2018. The samples consisted of 350 offline and 112 online surveys, and a combined total of 462 samples was used for final analysis. Result - Higher consumer value means a greater chance that consumers will select that company's products over those of competitors. For competitive advantage purposes, companies use various consumer management strategies to bolster consumer value and corporate reputation with consumers. Conclusions - Brand assets are subject to ethical responsibility, which is a dimension of corporate social responsibility. Of note, one relevant finding about brand assets (similar to findings in previous research) is the existence of confusion about brand recognition and brand image as perceived by customers.

• 한국IT서비스학회지
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• 제14권4호
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• pp.159-169
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• 2015

Customer reviews are one of the important sources for purchase decision makings in online stores. Online stores have tried to provide useful reviews in product pages to customers. To assess the usefulness of customer reviews before other users have voted enough on the reviews, diverse aspects of reviews were utilized in prevous studies. Style and semantic information were utilized in many studies. This study aims to test diverse alogrithms and datasets for identifying a proper classification method and threshold to classify useful reviews. In particular, most researches utilized ratio type helpfulness index as Amazon.com used. However, there is another type of usefulness index utilized in TripAdviser.com or Yelp.com, count type helpfulness index. There was no proper threshold to classify useful reviews yet for count type helpfulness index. This study used reivews and their usefulness votes on restaurnats from Yelp.com to devise diverse datasets and applied text mining approaches to classify useful reviews. Random Forest, SVM, and GLMNET showed the greater values of accuracy than other approaches.

• Journal of Multimedia Information System
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• 제8권1호
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• pp.61-68
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• 2021

The paper is based on data collected from the Amazon website (specific in the Handmade's Category) to understand and analyze Vietnamese artisans' business context. Data analysis is also applied to determine the factors that bring success Handmade products and compare products of the same industry among competitors to find out potential products. By collecting data from Amazon and analyzing the data, we extracted useful information for online business developers. Besides, the list of potential products in Handmade sector can be referred to improve the business and compete with competitors. This paper also proposes solutions to help Vietnamese products become more appealing to international customers on the Amazon website.

• Asia Marketing Journal
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• 제22권3호
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• pp.71-85
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• 2020

Social media has emerged as a major hub of engagement between brands and consumers in recent years, and allows user-generated content to serve as a powerful means of encouraging communication between the sides. However, it is challenging to negotiate user-generated content owing to its lack of structure and the enormous amount generated. This study focuses on the hashtag, a metadata tag that reflects customers' brand perception through social media platforms. Online users share their knowledge and impressions using a wide variety of hashtags. We examine hashtags that co-occur with particular branded hashtags on the social media platform, Instagram, to derive insights about brand perception. We apply text mining technology and network analysis to identify the perceptions of brand images among consumers on the site, where this helps distinguish among the diverse personalities of the brands. This study contributes to highlighting the value of hashtags in constructing brand personality in the context of online marketing.

• Asia Marketing Journal
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• 제21권1호
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• pp.1-21
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• 2019

Online platforms often provide rating information to customers to relieve the uncertainty they encounter when purchasing experience goods. Prior research has focused mostly on the roles of rating volume and the valence of an average rating among the various possibilities. However, less frequently investigated is the effect of rating dispersion, which may be associated with uncertainty regarding how well a product fits a customer's personal preference, on new trials of experience goods. In this study, we examine the effect of rating dispersion on new trials of experience goods and identify the conditions which intensify or reduce the effect. Empirical analyses of movie box office sales data and online rating data reveal three interesting findings. First, movie sales decrease as movie ratings become increasingly dispersed. Second, the negative effect of rating dispersion on movie sales is more pronounced with more rating volume. Third, this negative effect weakens when additional information about a movie is available (i.e., higher average rating, greater star power, and time since its release). We discuss the academic and practical implications of our findings.

• Asia pacific journal of information systems
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• 제29권4호
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• pp.731-751
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• 2019

This study examined the impact of various product photo features on the attention of potential consumers in online apparel retailers' environment. Recently, the method of apparel's product photo representation in online shopping stores has been changed a lot from the classic product photos in the early days. In order to investigate if this shift is effective in attracting consumers' attention, we examined the related theory and verified its effect through laboratory experiments. In particular, experiment data was collected and analyzed using eye tracking technology. According to the results of this study, it was shown that the product photos with asymmetry are more attractive than symmetrical photos, well emphasized object within a photo more attractive than partially emphasized, smiling faces are more attractive for customer than emotionless and sad, and photos with uncentered models focus more consumer's attention than photos with model in the center. These results are expected to help design internet shopping stores to gaze more customers' attention.

• 한국실내디자인학회논문집
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• 제26권1호
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• pp.33-42
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• 2017

Interior design especially the design developments for commercial spaces should ensure the economy of spaces. This is the marketing for space. It is necessary to understand the design elements of commercial space for the efficient using of digital media of space marketing. In this research decided to design application schemes for shopping mall by searching fashion shopping behaviors of users with persona-base scenario approach. Collected the information of users behavior base on case analysis of advance research to make personas. And develop scenario base personas for knowing the needs of users. And then made 4 schemes as the solution. Scheme 1. Customers can get the information and communication with the staff through with media screen in one room of shopping mall. The data of customers can be recorded for providing information or product recommendation personality. Forecast to preferred by group trip or customers that don't like walking around in shopping mall. Scheme 2. Install a media screen at entrance of a store in shopping mall and show special effect to raise customers' attention who walk through from the front of the store. Through with this customers will stay for long time and raise curiosity to get in the store. And the media screen also provide information of store and products. Scheme 3. Customers can get the information of products with using smart phone to scan QR cord in labels of products and record. Customers can finish whole shopping behaviors without the help of store staff. And can make buying decision even have left shopping mall as a online mode. Scheme 4. Store managers can record the products and the environment of store with 360 camera and update to website. Then customers can browse the virtual space with VR glasses. That make customers can have the real shopping experience without being in the store. In this study, have presented schemes of digital media in commercial space. But there are various of commercial space. In this study was presented schemes for shopping mall by searching fashion shopping behaviors of users. And look forward the researches about specific space setting and other type of commercial space for space development.

• The Journal of Asian Finance, Economics and Business
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• 제7권6호
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• pp.197-207
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• 2020

This study aims to examine the influence of attitudes on customers' intention to participate in online fashion sharing. A framework was proposed to investigate the relationships between consumer motivation, consumer attitude, and purchase intention in the manner of adopting a fashion-sharing platform. Consumer motivations are divided into three categories: utilitarian, hedonic, and ecological. The moderating effects of product replacement cycle (PRC) on consumer attitude and purchase intention are also investigated. Data collection was developed using a web-based survey where 180 consumer respondents from South Korea participated. The results of our analysis indicate that consumers' hedonic and ecological motivations are positively related to favorable consumer attitudes, even when consumers' utilitarian motivation is denied. Consumer attitude is also positively related to purchase intention in the fashion-sharing platform. A moderating effect of PRC is recorded between consumer attitude and purchase intention based on high and low PRC, as well as the effect of ecological motivation and consumer attitude on high PRC. This study enhances knowledge of consumer motivational factors in a fashion-sharing platform and provides insights for service providers to help them improve their target marketing.