• Title/Summary/Keyword: Personalized Marketing

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Design and Implementation of Web Server for Analyzing Clickstream (클릭스트림 분석을 위한 웹 서버 시스템의 설계 및 구현)

  • Kang, Mi-Jung;Jeong, Ok-Ran;Cho, Dong-Sub
    • The KIPS Transactions:PartD
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    • v.9D no.5
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    • pp.945-954
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    • 2002
  • Clickstream is the information which demonstrate users' path through web sites. Analysis of clickstream shows how web sites are navigated and used by users. Clickstream of online web sites contains effective information of web marketing and to offers usefully personalized services to users, and helps us understand how users find web sites, what products they see, and what products they purchase. In this paper, we present an extended web log system that add to module of collection of clickstream to understand users' behavior patterns In web sites. This system offers the users clickstream information to database which can then analyze it with ease. Using ADO technology in store of database constructs extended web log server system. The process of making clickstreaming into database can facilitate analysis of various user patterns and generates aggregate profiles to offer personalized web service. In particular, our results indicate that by using the users' clickstream. We can achieve effective personalization of web sites.

Factors Affecting the Intention to Buy of Adolescents Toward e-Learning -Focused on the Moderating Effect of Adolescents's Conformity- (청소년들의 e-Learning 구매에 영향을 미치는 요인 -청소년들의 동조성에 따른 조절효과를 중심으로-)

  • Suh, Mun-Shik;Cho, Sang-Lee;Noh, Hye-Yeon
    • The Journal of the Korea Contents Association
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    • v.9 no.11
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    • pp.376-390
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    • 2009
  • The objective of this study is to examine the factors affecting adolescents' intention to buy e-Learning web site, expecially focuses on the moderating effect of adolescents's conformity. The main results are as follows. First, teacher's ability, personalized service, easy for service search, interaction between students, service revival for joining e-Learning sites affect intention to buy e-Learning web site through perceptual usefulness, except for entertainment. Second, perceptual usefulness has positive effect on intention to buy. Third, According to conformity, personalized service has different effect on perceptual usefulness. The result shows higher in high conformity group than low conformity group. It means e-Learning companies should focus on reference group or special group to effect their marketing strategy on adolescents. Lately, preceded studies investigated using SERVQUAL or SERVERF which were suit to offline. But, this study found e-Learning factors which are suitable to online. So, the factors and the results are more useful to e-Learning companies.

Implementation of Personalized Recommendation System using RFM method in Mobile Internet Environment (모바일 환경하에 RFM 기법을 이용한 개인화된 추천 시스템 개발)

  • Cho, Young-Sung;Huh, Moon-Haeng;Ryu, Keun-Ho
    • Journal of the Korea Society of Computer and Information
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    • v.13 no.2
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    • pp.41-50
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    • 2008
  • This paper proposes the recommendation system which is a new method using RFM method in mobile internet environment. Using a implict method which is not used user's profile for rating, is not used complicated query processing of the request and the response for rating, it is necessary for user to keep the RFM score about users and items based on the whole purchased data in order to recommend the items. As there are some problems which didn't exactly recommend the items with high purchasablity for new customer and new item that do not have the purchase history data. in existing recommendation systems, this proposing system is possible to solve existing problems, and also this system can avoid the duplicated recommendation by the cross comparison with the purchase history data. It can be improved and evaluated according to the criteria of logicality through the experiment with dataset, collected in a cosmetic cyber shopping mall. Finally, it is able to realize the personalized recommendation system with high purchasablity for one to one web marketing through the mobile internet.

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A Personalized Recommendation System Using Machine Learning for Performing Arts Genre (머신러닝을 이용한 공연문화예술 개인화 장르 추천 시스템)

  • Hyung Su Kim;Yerin Bak;Jeongmin Lee
    • Information Systems Review
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    • v.21 no.4
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    • pp.31-45
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    • 2019
  • Despite the expansion of the market of performing arts and culture, small and medium size theaters are still experiencing difficulties due to poor accessibility of information by consumers. This study proposes a machine learning based genre recommendation system as an alternative to enhance the marketing capability of small and medium sized theaters. We developed five recommendation systems that recommend three genres per customer using customer master DB and transaction history DB of domestic venues. We propose an optimal recommendation system by comparing performances of recommendation system. As a result, the recommendation system based on the ensemble model showed better performance than the single predictive model. This study applied the personalized recommendation technique which was scarce in the field of performing arts and culture, and suggests that it is worthy enough to use it in the field of performing arts and culture.

The impact of privacy concerns on MZ generation's purchase intention: Mediating effects of advertising irritation and ad avoidance and moderating effects of brand loyalty (개인정보 우려가 MZ세대의 구매 의도에 미치는 영향: 광고짜증, 광고회피의 매개효과와 브랜드충성도 조절효과)

  • Ik-Su Kim;Su-Yeon Son;Byung-Hwan Hyun
    • Industry Promotion Research
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    • v.9 no.3
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    • pp.13-25
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    • 2024
  • This study investigated the effects of negative emotions like Personal Information Concern and Ad Irritation, arising from the growth of Personalized Advertising, on Purchase Intention. It revealed that while Personal Information Concern significantly impacts Ad Irritation and Brand Avoidance, it doesn't affect Ad Avoidance. Ad Irritation influences Ad Avoidance but not Brand Avoidance or Purchase Intention. Both Ad Avoidance and Brand Avoidance negatively impact Purchase Intention. The study also found that Ad Irritation mediates the relationship between Personal Information Concern and Ad Avoidance, but not between Personal Information Concern and Brand Avoidance. Furthermore, Ad Avoidance mediates between Ad Irritation and Purchase Intention, unlike Brand Avoidance. These outcomes highlight the need for further research, particularly considering the MZ Generation's traits.

The Audience Behavior-based Emotion Prediction Model for Personalized Service (고객 맞춤형 서비스를 위한 관객 행동 기반 감정예측모형)

  • Ryoo, Eun Chung;Ahn, Hyunchul;Kim, Jae Kyeong
    • Journal of Intelligence and Information Systems
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    • v.19 no.2
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    • pp.73-85
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    • 2013
  • Nowadays, in today's information society, the importance of the knowledge service using the information to creative value is getting higher day by day. In addition, depending on the development of IT technology, it is ease to collect and use information. Also, many companies actively use customer information to marketing in a variety of industries. Into the 21st century, companies have been actively using the culture arts to manage corporate image and marketing closely linked to their commercial interests. But, it is difficult that companies attract or maintain consumer's interest through their technology. For that reason, it is trend to perform cultural activities for tool of differentiation over many firms. Many firms used the customer's experience to new marketing strategy in order to effectively respond to competitive market. Accordingly, it is emerging rapidly that the necessity of personalized service to provide a new experience for people based on the personal profile information that contains the characteristics of the individual. Like this, personalized service using customer's individual profile information such as language, symbols, behavior, and emotions is very important today. Through this, we will be able to judge interaction between people and content and to maximize customer's experience and satisfaction. There are various relative works provide customer-centered service. Specially, emotion recognition research is emerging recently. Existing researches experienced emotion recognition using mostly bio-signal. Most of researches are voice and face studies that have great emotional changes. However, there are several difficulties to predict people's emotion caused by limitation of equipment and service environments. So, in this paper, we develop emotion prediction model based on vision-based interface to overcome existing limitations. Emotion recognition research based on people's gesture and posture has been processed by several researchers. This paper developed a model that recognizes people's emotional states through body gesture and posture using difference image method. And we found optimization validation model for four kinds of emotions' prediction. A proposed model purposed to automatically determine and predict 4 human emotions (Sadness, Surprise, Joy, and Disgust). To build up the model, event booth was installed in the KOCCA's lobby and we provided some proper stimulative movie to collect their body gesture and posture as the change of emotions. And then, we extracted body movements using difference image method. And we revised people data to build proposed model through neural network. The proposed model for emotion prediction used 3 type time-frame sets (20 frames, 30 frames, and 40 frames). And then, we adopted the model which has best performance compared with other models.' Before build three kinds of models, the entire 97 data set were divided into three data sets of learning, test, and validation set. The proposed model for emotion prediction was constructed using artificial neural network. In this paper, we used the back-propagation algorithm as a learning method, and set learning rate to 10%, momentum rate to 10%. The sigmoid function was used as the transform function. And we designed a three-layer perceptron neural network with one hidden layer and four output nodes. Based on the test data set, the learning for this research model was stopped when it reaches 50000 after reaching the minimum error in order to explore the point of learning. We finally processed each model's accuracy and found best model to predict each emotions. The result showed prediction accuracy 100% from sadness, and 96% from joy prediction in 20 frames set model. And 88% from surprise, and 98% from disgust in 30 frames set model. The findings of our research are expected to be useful to provide effective algorithm for personalized service in various industries such as advertisement, exhibition, performance, etc.

A Study on Purchasing Behavior of Shade Cosmetics (색조화장품 구매행동에 관한 연구)

  • Cho, Byoung-Sook;Kim, Ju-Duck
    • Journal of the Korean Society of Fashion and Beauty
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    • v.5 no.1 s.12
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    • pp.56-70
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    • 2007
  • Shade cosmetics that were considered to be women's exclusive possession, are now expanding its market to men and teenagers. As a result, development of subdivided shade cosmetics is becoming active. In these market environments consumers demand various personalized desires through beauty care, therefore enterprises have to establish marketing strategies to meet these desires. Accordingly this study aimed to provide information actually needed in cosmetics development by researching shade cosmetics in subdivision according to items and basic data that will be helpful in establishing marketing strategies of shade cosmetics. The survey was conducted among adult females with age of 20 to 26, living in Seoul and several local cities. 387 survey papers were used in the analysis among 500 survey papers distributed. The results were summarized as following. First of all, many women were doing overall makeup generally. The younger they tended to do partial makeup more and the older they tended to do overall makeup more according to the analysis on actual conditions of using shade cosmetics. Many women got information related to shade cosmetics from friends or family. This is an example of the fact that shows collecting information from human relationship such as friends and family played an important role and surrounding environment can be a factor that can have impact on purchasing behavior. Purpose of makeup was mostly to show courtesy and the younger they tend to answer that they do makeup to look beautiful. The order of the most frequently used shade makeup was makeup base>foundation>two way cake. The most important focusing point in shade makeup was the eye. In choosing colors they chose their favorites colors most frequently.

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A Study On Customized Products and Services in Smart Environments (스마트환경에 따른 고객 맞춤 제품 및 서비스에 관한 연구)

  • Chang, Seog-Ju
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.10 no.1
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    • pp.167-174
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    • 2015
  • This study examines the Personalized Oriented Customized and services in smart environments. In addition to The structure of industry is currently smart environment shifting from the manufacturing industry focusing on goods production to service industry merging and combining service and marketing. The companies are placing a higher value on the customer needs to gain a competitive edge with creation of new business model. The key dilemma in mass customization and service, though, is how product customization can be realized without increasing production cost significantly. The purpose of this study is to explore new product development strategies that facilitate mass customization and service. Specifically, we propose Crowdsourcing marketing, Digital experience technology, Recommender Systems, 3D printing technology, Flexible manufacturing systems and UX based PSS(Product-Service Systems) in new product development processes as enabling strategies for mass customization and service in smart environments.

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The Relationship between the Personality Traits and Mobile Shopping Intention: Parallel Mediating Effects of Privacy Concern and Perceived Value (대학생의 성격특질과 모바일 쇼핑의도의 관계: 프라이버시 염려와 지각된 가치의 매개효과)

  • Yang, Byunghwa
    • Journal of the Korea Convergence Society
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    • v.13 no.2
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    • pp.201-214
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    • 2022
  • This study examined the relationship between young adults' personality traits and mobile shopping intention, through mediation effects of privacy concern and perceived value of purchase based oh the mobile devices. For purposes of the study, data were collected from a convenience sample of 204 undergraduate students who participated in introduction to psychology and marketing at a large university in South Korea. To test the research model, this study used a path analysis with a maximum likelihood method and a regression analysis with a parallel mediation using bootstrapping procedures. The study results indicated that privacy concern can mediate the effects of neuroticism and agreeableness on mobile shopping intentions. Also, the relationship between openness and mobile shopping intention was mediated by the perceived value of mobile commerce. From these results, it suggests that mobile marketers should consider personality traits of young adults for customizing the personalized mobile marketing strategies.

A Case Study on Corporate Character Designs: A focus on Korean and the U.S. Cases (기업 캐릭터 디자인 사례 분석: 한국과 미국의 사례를 중심으로)

  • Jun, Jong Woo;Lee, Jong Yoon
    • The Journal of the Korea Contents Association
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    • v.22 no.2
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    • pp.162-172
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    • 2022
  • Using content analysis, this study explored design differences between Korean and the U.S. corporate characters. Top 100 corporate logs are collected from Korea and the United States. The results showed that Korean characters appear a group of or friends than the ones of the U.S. This result stems from the collective nature of Korea. Korea used more motif of things than the U.S., and Korean personalized characters more often that those of the U.S. Uses of human and animals did not showed statistical differences. In addition, it is found that Korea used blue as main color, and the U.S. used red as main color more often. The number of colors used in character design is not statistically different. These findings could provide academic implications that cultural differences could be adapted to corporate character marketing, and also provide managerial implications.