• Science of Emotion and Sensibility
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• v.11 no.4
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• pp.575-588
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• 2008

This study is to inquire respective patterns of mental models caused by wrongful usages which can be experienced when a user who is used to a keypad-based mobile phone starts using a touch screen mobile phone and to find out the features of the user's logical process of correcting such wrongful usages to a new mental model. In addition, design improvement to be considered for easy generation of the mental model regarding touch screen mobile phones was reviewed in this study. We set up test subjects for the most frequently used seven high priority functions among touch screen phone functions and carried out the subject assessment together with interview surveys after the video observation experiment. Our test results show that test subjects who were used to keypad-based mobile phones tend to use operation knowledge related to the computer operational system(Window) or the web browse, navigation including Tap or Double Tap in order to correct the mental model when a wrongful usage is made. In addition, the result of comparison and analysis of the subject assessment and the video observation experiment data shows that wrongful usages of touch screen mobile phones mostly occurred in the field of 'information feedback' and 'navigation' among mobile phone components.

• Science of Emotion and Sensibility
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• v.20 no.2
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• pp.23-32
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• 2017

Although previous studies have emphasized factors affecting people's variety-seeking behavior, research has not been performed to examine the interaction effect of good-bad luck and embodied cognition (hand washing) on variety-seeking behavior. Experience of good and bad luck affects consumer information processing and hand washing is known to reverse the experience of luck. Understanding the interaction effect of good/bad luck and hand washing on variety seeking behavior will shed important light on consumer behavior including choice and product purchase. To do this, a study was performed to investigate the effects of good/bad luck priming and hand washing on variety seeking behavior. Participants were primed with good or bad luck and then were asked to either wash their hands or not. After that, they were led to choose yogurt for the next seven days and the dependent measure was the number of different tastes of yogurt participants picked up. An interaction effect of luck priming and hand washing was found. Results indicate that, in good luck condition, there was no difference in variety seeking behavior between hand washing participants and non-hand washing participants. However, in bad luck condition, hand washing participants chose less diverse tastes of yogurt than non-hand washing participants. Implications of the study findings for the field of consumer psychology and marketing are discussed.

• Science of Emotion and Sensibility
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• v.13 no.3
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• pp.449-458
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• 2010

As occasion demands to obtain efficient information from many documents and reviews on the Internet in many kinds of fields, automatic classification of opinion or thought is required. These automatic classification is called sentiment classification, which can be divided into three steps, such as subjective expression classification to extract subjective sentences from documents, sentiment classification to classify whether the polarity of documents is positive or negative, and strength classification to classify whether the documents have weak polarity or strong polarity. The latest studies in Opinion Mining have used N-gram words, lexical phrase pattern, and syntactic phrase pattern, etc. They have not used single word as feature for classification. Especially, patterns have been used frequently as feature because they are more flexible than N-gram words and are also more deterministic than single word. Theses studies are mainly concerned with English, other studies using patterns for Korean are still at an early stage. Although Korean has a slight difference in the meaning between predicates by the change of endings, which is 'Eomi' in Korean, of declinable words, the earlier studies about Korean opinion classification removed endings from predicates only to extract stems. Finally, this study introduces the earlier studies and methods using pattern for English, uses extracted sentimental patterns from Korean documents, and classifies polarities of these documents. In this paper, it also analyses the influence of the change of endings on performances of opinion classification.

• Science of Emotion and Sensibility
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• v.10 no.2
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• pp.177-186
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• 2007

The purposes of this study were to investigate consumer's needs for golf wear and to suggest a direction of product development and planning, based on the analysis of golfer's needs. The subjects used for the research were 150 male and female golfers who were in golf practice fields. The data were analyzed by frequency analysis, factor analysis, ANOVA, t-test and Duncan test. In summary, the results of this study were as followers; Dimensions of consumer's needs for golf wear were extracted from factor analysis as following properties; fashion/design property, textile property, hygiene property, body-shaped property. The most important consumer's need for golf wear was "wearing comfort" and second one was "moisture absorbency" Respondents evaluated that wearing comfort, stretchability, tactile, size of golf wear were very important but price, pilling, shrinkage or color-fading after laundry of golf wear were relatively less important. The evaluation of consumer's needs for golf wear according to demographic information had significant difference. The female golfers were found to consider that fiber characteristics, easy-to-laundry, wrinkle resistance, stretchability, sewing quality were relatively more important, when compared with the male golfers. Also, There were significant differences on the evaluation of consumer's needs for golf wear on fiber characteristics, stretchability, brand name between age groups.

• Journal of Korean Home Economics Education Association
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• v.28 no.4
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• pp.79-95
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• 2016

This study aims to explore the reality of middle school students witnessing cyberbullying and their types of behaviors after witnessing and to examine the role of empathy affecting the behaviors of bystanders of cyberbullying. For this purpose, we collected the survey data from 595 middle school students in the Gyeong-Gi region. Results show that 61.2% of the respondents report the witness of cyberbullying, Among which cyber slander is the most common, followed by spreading false information, outcast, sexual harassment, and extortion. The behaviors of bystanders who witnessed cyberbullying are categorized into spectating, defending, agreeing, or doing nothing. When it comes to the role of the students' empathy, findings show that the 'empathic concern' and 'personal pain' -, parts of emotional empathic abilities, can significantly influence behaviors of cyberbullying bystanders. These findings not only call the attention to the seriousness of cyberbullying among middle school students, but they also suggest the implication that emotion empathy education is required along with emotion control education.

• Science of Emotion and Sensibility
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• v.21 no.3
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• pp.129-140
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• 2018

This study aimed to analyze consumers' acceptance of sports applications and smart sportswear to better design technology-enhanced walking exercise wear for the Baby Boomer generation based on their cohort characteristics. A questionnaire with items related to acceptance of existing smart sportswear design, functionality, and usability as well as existing sports application design, functionality, and usability was sent to consumers aged 50-65. Of 163 questionnaires distributed, 150 were used for analysis. The results showed that middle-aged consumers were aware of smart sportswear's functional stability, but were concerned about care, durability, and convenience. Middle-aged consumers were also aware of sports applications as educational functions for obtaining new information. Additionally, they found sports applications to have lower perceived convenience and accessibility relative to the young generation, highlighting the need for simple instructions and explanations for sports application planning. Based on these results, we propose "Everyday design for general sportswear," "Functions based on consumer's preference," "Enhanced design for durability and management convenience" for designing and planning walking exercise wear for middle-aged consumers, and "Convenient application organization" and "Educational exercise contents" for application planning for walking exercises.

• Science of Emotion and Sensibility
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• v.8 no.4
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• pp.333-344
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• 2005

The sensitivity adjectives on wall paper are collected. With the collected sensitivity adjective, we are going to develop the model which can recommend the wallpaper to customer. A large number of adjectives describing affective responses were collected from such diverse sources as questionnaire survey results, field survey results and internet survey result. To search the representative adjective of collected adjective, we used the diverse statistical analysis method. We attempted to decide the axis name of dimension through the MDS(Multi-Dimensional Scale) analysis method using the similarity matrix an4 to find a three or four reduced factors through the factor analysis method using the varimax rotation method. The result of the analysis showed that the reduced factors could account about $82\%$ when the number of factor is three(popular, elegance, and passable) ant about $93\%$ when the number of factor is four (elegance, passable, beautiful, and affectionate) On the basis of this result, we expect it can be used to develop the model recommending the wallpaper.

• Science of Emotion and Sensibility
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• v.22 no.2
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• pp.49-58
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• 2019

In the era of the 4th Industrial Revolution, artificial intelligence (AI) has become one of the core technologies in terms of the business strategy among information technology companies. Both international and domestic major portal companies are launching AI search services. These AI search services utilize voice, images, and other unstructured data to provide different experiences from existing text-based search services. An unfamiliar experience is a factor that can hinder the usability of the service. Therefore, the usability testing of the AI search services is necessary. This study examines the usability of the AI search service on the Naver App 8.9.3 beta version by comparing it with the search services of the current Naver App and targets 30 people in their 20s and 30s, who have experience using Naver apps. The usability of Smart Lens, Smart Voice, Smart Around, and AiRS, which are the Naver App beta versions of their artificial intelligence search service, is evaluated and statistically significant usability changes are revealed. Smart Lens, Smart Voice, and Smart Around exhibited positive changes, whereas AiRS exhibited negative changes in terms of usability. This study evaluates the change in usability according to the application of the artificial intelligence search services and investigates the correlation between the evaluation factors. The obtained data are expected to be useful for the usability evaluation of services that use AI.

• Science of Emotion and Sensibility
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• v.11 no.2
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• pp.153-172
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• 2008

Products can maintain a high level of market share for many years by succeeding early in the development of a market. To overcome the benefit of pioneering a market, late entrants to the market can use differentiation strategies: developing novel attributes or enhancing preexisted attributes. In general, preexisted attributes are more memorable, but novel attributes can be weighted as heavily as preexisted attributes by contextual constraints. Based on the research of appraisal-congruent judgement, certainty appraisal dimension may affect the degree to which people engage in systematic or heuristic processing. This study examines the effects of alignability (the ease with which the attributes of one object can be aligned or mapped onto another object) of product attributes and certainty on consumer preferences for late entrants. Participants were induced to experience certainty and then completed a questionnaire. As predicted, participants induced certainty were likely to engage in heuristic processing, while participants induced uncertainty were likely to engage in systematic processing. This study provides an implication that companies should additionally consider consumers' feeling of certainty when launching a new brand.

• Science of Emotion and Sensibility
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• v.13 no.3
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• pp.475-484
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• 2010

This study examined the influence of the SOA(stimulus onset asynchrony) between visual and auditory stimuli on the integration phenomenon of audio-visual senses. Within the stimulus integration phenomenon, the redundant target effect (the faster and more accurate response to the target stimulus when the target stimulus is presented with more than two modalities) and the visual dominance effect (the faster and more accurate response to a visual stimulus compared to an auditory stimulus) were examined as we composed a visual and auditory unimodal target condition and a multimodal target condition and then observed the response time and accuracy. Consequently, despite the change between visual and auditory stimuli SOA, there was no redundant target effect present. The auditory dominance effect appeared when the SOA between the two stimuli was over 100ms. Theses results imply that the redundant target effect is continuously maintained even when the SOA between two modal stimuli is altered, and also suggests that the behavioral results of superior information processing can only be deducted when the time difference between the onset of the auditory stimuli and the visual stimuli is approximately over 100ms.