• Asian Journal of Innovation and Policy
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• 제10권3호
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• pp.274-293
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• 2021

Utilizing outside knowledge for innovation is an important task for companies in the competitive economy. Due to the rapid advance in the internet communication technology, the number and quality of innovation sourcing methods are increasing. We select co-creation, personalization and in-house R&D as the representative forms of innovation sourcing and suggest a game theory model that enables the comparative analysis between them. The decision and surplus outcome of the innovation mechanisms are compared under various settings of the input parameters of the model. The stakeholders voluntarily participate into all mechanisms when the product price is moderately high and the participation cost is low, while co-creation is the only feasible one when the product quality is niche. When the participation cost is relatively high, personalization outperforms co-creation.

• Asia Marketing Journal
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• 제22권3호
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• pp.87-105
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• 2020

With the development of Information Technology, customers require promptly higher quality products and services. Companies try to make newly digital marketing strategies, but there are no empirical researches on them. This article empirically presents a new perspective that companies can shape the customer decision journey ahead by coordinating customer experience. In this article, based on Elaborated Likelihood Model (ELM) theory, customer experience consists of the emotional or cognitive experience. We surveyed about 200 subjects (N = 217) in their 20s and 30s based on the International Music Industry Association's Music Listening 2019 report, then analyzed four different models (before personalization-cognitive experience, before personalization-emotional experience, after personalization- cognitive experience, after personalization-emotional experience) by JASP and R Studio. We conducted Structural Equation Model (SEM) and paired t-test. Personalization factors are about recommendation systems in Spotify. The results of survey represent that companies can shape the Customer Decision Journey (CDJ) ahead especially through enhance cognitive experience. It empirically proves Elaborated Likelihood Model (ELM). The conclusion can be drawn that 'pulling' customer experience can be a new marketing strategies in the digital era.

• 감성과학
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• 제20권2호
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• pp.59-72
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• 2017

수많은 정보의 홍수 속에서 소비자는 자신의 감성에 맞는 스타일을 선택하기 원하므로 개인화 서비스에 대한 효용과 필요성이 꾸준히 증가하고 있다. 본 연구에서는 적극적 개인화 쇼핑몰의 샘플 동영상을 직접 제작하여 인터넷 쇼핑몰 이용자 대학생 170명에 대하여 이를 경험하도록 하였고 이에 따라 소비자 반응이 변하는 것을 측정하였다. 또 소비자의 개인화의 수준에 따라 소비자의 웹사이트 평가, 만족도/인터넷 행동, 제품품질평가 등 반응도 조사하였다. 또한 이를 선호쇼핑몰의 종류, 인터넷 쇼핑몰 접속 횟수에 따라 차이가 존재하는지를 조사하였다. 결과는 첫째, 적극적 개인화 쇼핑몰을 이미 경험해본 대학생 소비자의 경우 적극적 개인화 수준이 높게 나타났다. 선호 쇼핑몰의 종류에 따라서 소극적 개인화 수준이 달랐는데, 일반의류 쇼핑몰을 선호하는 사람들이 낮고 복합대형쇼핑몰과 소셜커머스를 선호하는 사람들은 소극적 개인화 점수가 높았다. 둘째, 대학생 소비자의 적극적 개인화 동영상 경험 전후에 따라서 만족도/인터넷행동, 제품품질 평가는 변화하지 않는 것으로 나타났으나, 소극적 개인화 점수는 감소하고 적극적 개인화 점수와 웹사이트 평가는 증가하는 것으로 나타났다. 셋째, 인터넷 쇼핑몰 접속 횟수는 만족도/인터넷행동, 웹사이트 평가와 정적 상관이 있는 반면에, 적극적 개인화 요소는 만족도/인터넷 행동, 웹사이트 평가와 부적 상관이 있었다.

• 한국IT서비스학회지
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• 제9권2호
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• pp.21-42
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• 2010

As digital convergence and mobile services evolve, personalization becomes one of the most important factors attracting customers. Personalization means functions offering individually customized services with relevant contents using information on individual preferences. This sort of personalized services has attracted great attention of a large part of online firms. One of representative services of such personalized services is a mobile widget service. In this study, we identified seven antecedents affecting the quality of personalized mobile widget services and empirically investigated which antecedent has a significant effect of the quality of personalized mobile widget services. In addition we carried out empirical investigation into the effect of the quality of personalized mobile widget service on user satisfaction and trust. As a result of this research, we revealed that seven variables including information services affected components of personalized services, and usefulness and perceived benefit as components of personalized services affected user trust and satisfaction for personalized services.

• 대한안전경영과학회지
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• 제5권3호
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• pp.107-119
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• 2003

Expectation and interest about e-CRM are rising for more efficient customer management in on-line including electronic commerce. The decision-making tree can be used usefully as the data mining technology for e-CRM. In this paper, the representative decision making techniques, CART, C4.5, CHAID analyzed the differences in personalization point of view with actuality customer data through an experiment. With these analysis data, it is proposed a new decision-making tree system that has big advantage in personalization techniques. Through new system, it can get following advantage. First, it can form superior model more qualitatively in personalization by adding individual's weight value. Second it can supply information personalized more to customer. Third, it can have high position about customer's loyalty than other site of similar types of business. Fourth, it can reduce expense that cost marketing and decision-making. Fifth, it becomes possible that know that customer through smooth communication with customer who use personalized service wants and make from goods or service's quality to more worth thing.

• 한국정보컨버전스학회논문지
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• 제7권2호
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• pp.1-5
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• 2014

본 연구에서는 스마트폰 특성과 서비스 품질이 몰입에 미치는 영향을 분석하고, 편리성, 오락성, 편재성으로 구성된 스마트폰 특성과, 상호작용성, 개인화로 구성된 서비스 품질이 정서적 몰입 및 규범적 몰입에 유의한 영향을 미치는 가를 검증하였다. 실증분석결과 스마트폰 특성 중 오락성은 정서적 몰입 및 규범적 몰입에 모두 유의한 영향을 미치고 있으며, 편재성은 규범적 몰입에 유의한 영향을 미치고 있다. 서비스 품질 중 개인화는 정서적 몰입 및 규범적 몰입에 유의한 영향을 미치는 것으로 분석되었다. 이는 스마트폰 특성 중 오락성과 서비스 품질 중 개인화 기능을 강조하면, 정서적으로 규범적으로 몰입을 증가시킬 수 있음을 알 수 있다.

• 한국환경교육학회지:환경교육
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• 제5권1호
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• pp.71-88
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• 1993

This study was conducted to develop and effective strategy for environmental education. At first, the environmental education strategy through personalization of environment was proposed. Then students in a middle school participated the program according to the strategy and its. effect was investigated. The strategy was designed in basis of the role of the limbic system in brain and involved field-oriented experience such as viewing the non-personal environment as the personal environment. Gokneung stream was selected as the site to conduct this environmental education. Students investigated water quality by senses and biological method. The same content was taught for the classroom group and simple outdoor group selected for the comparison by traditional instructional method. The pre- and post-test by the instrument to test environmental attitude, qualitative questionnaire, cognitive test, the pre- and post-interview were conducted to investigate the effect the program. The achievement of the classroom group(personalization group). But the change of the attitude toward environment of personalization group between pre- and post-test was significantly higher than the classroom group. In qualitative questionnaire and pre- and post-interviews, attitude toward environment differed between two group. The behavioral change to discover and to solve environmental problems was demonstrated in case the personalization group, but was unclear in the classroom group. These results indicated the environmental education strategy through personalization of environment was an effective strategy to change the awareness, attitude and behavior toward the environment compared with a traditional teaching strategy.

• 한국정보시스템학회지:정보시스템연구
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• 제32권2호
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• pp.63-85
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• 2023

Purpose According to a recent survey, more than 90% of customers make purchase or use decisions for their products and services, primarily based on word-of-mouth(WOM) information (reviews, recommendations, ratings, etc.). However, few studies have explored what factors influence user's WOM intention in the context of OTT service. To address this gap, this study investigates the antecedent factors of WOM intention by adopting stimulus-organism-response (SOR) theory and pleasure arousal dominance (PAD) theory as a theoretical basis. Design/methodology/approach The research model consists of stimulus factors (diversity of original content, aesthetics, interactivity, personalization quality), emotional factors (pleasure, excitement, dominance), and behavioral factor (WOM intention). The research hypothesis was tested using the survey data collected from OTT service users of 305. Findings The result reveals that diversity of original content significantly affects on pleasure and arousal whereas it is not associated with dominance. Findings indicate that aesthetics positively influences pleasure, and interactivity is not associated with arousal. It is also proven that personalization quality has a positive effect on dominance. In addition, pleasure, arousal, and domination are proven to be positively and significantly related to WOM intention.

• 디지털산업정보학회논문지
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• 제6권3호
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• pp.19-29
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• 2010

A marketing model is changed from a customer acquisition to customer retention and it is being moved to a way that enhances the quality of customer interaction to add value to our customers. Such personalization is emerging from this background. The Web site is accelerate the adoption of a personalization, and in contrast to the rapid growth of data, quantitative analytical experience is required. For the automated analysis of large amounts of data and the results must be passed in real time of personalization has been interested in technical problems. A recommendation algorithm is an algorithm for the implementation of personalization, which predict whether the customer preferences and purchasing using the database with new customers interested or likely to purchase. As recommended number of users increases, the algorithm increases recommendation time is the problem. In this paper, to solve this problem, a recommendation system based on clustering and dimensionality reduction is proposed. First, clusters customers with such an orientation, then shrink the dimensions of the relationship between customers to low dimensional space. Because finding neighbors for recommendations is performed at low dimensional space, the computation time is greatly reduced.

• 한국의류학회지
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• 제42권5호
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• pp.871-883
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• 2018

This study tests consumer responses to online product recommendation service offered by a website. A product recommendation service refers to a filtering system that predicts and shows items that consumers would like to purchase based on their searches or pre-purchase information. The survey is conducted on 300 people in an age group between 20 and 40 years in a panel of an online survey firm. Data are analyzed using confirmatory factor analysis and structural equation modeling by AMOS 20.0. The results show that personalization quality does not have a significant effect on trust, but relationship quality and technology quality have a positive effect on trust. Three types of quality of recommendation service also have a positive effect on commitment. Trust and commitment are factors that increase service usage intentions. In addition, this study reveals the moderating effect of light users vs heavy users based on online shopping time. Light users show a negative effect of personalization quality on trust, indicating that they are likely to be uncomfortable to the service using personal information, compared to heavy users. This study also finds that trust vs commitment is an important factor increasing service usage intentions for heavy users vs light users.