• 아태비즈니스연구
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• 제14권1호
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• pp.295-311
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• 2023

Purpose - This study investigates how review length and sentiment impact consumers' purchase intentions, using real online reviews as the data source. The study aims to understand how the length and tone of a review affect a potential buyer's decision-making process when considering a purchase. Design/methodology/approach - A 2 (comment length: long vs. short) × 2 (comment sentiment: positive vs. negative) × 2 (product type: practical vs. hedonic) experiment was conducted. Findings - Results indicate that longer reviews have a greater impact on consumers' perceived usefulness compared to short reviews, but do not affect purchase intentions. Review sentiment is found to have a stronger impact than review length, especially for negative sentiment. The study also suggests that consumers pay more attention to reviews of practical products, and that reviews have less influence on hedonic products. Research implications or Originality - The implications of these findings are relevant for both merchants managing reviews and consumers reviewing products.The results of this research could help businesses and marketers optimize their online review strategies to maximize their impact on consumer behavior.

• 디지털융복합연구
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• 제17권9호
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• pp.407-420
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• 2019

본 연구에서는 광고평가글을 이용해 광고효과를 측정할 수 있는지 살펴보고자 하였다. 이를 위해 온라인을 통해 연구에 참여한 대학생 384명을 대상으로 고관여와 저관여 제품의 긍 부정 평가 광고에 대한 광고평가를 자기보고식으로 측정하고, 광고평가글을 작성하도록 하였다. 작성된 광고평가글을 KLIWC으로 분석하여 긍 부정 평가 광고 간의 차이를 살펴보았다. 분석결과, 심리사회적 변인들 중 17개 변인들에서 긍 부정 광고 간에 유의미한 차이가 나타났으며, 9개의 언어학적 변인들에서 긍 부정 광고 간에 유의미한 차이가 나타났다. 또한 긍정정서, 부정정서, 제한, 확신, 신체상태와 기능, 수면/꿈 등은 광고태도, 제품태도, 구매의도와 유의미한 상관이 나타났다. 본 연구는 광고평가글이 광고에 대한 소비자의 심리적 반응을 반영하고, 광고평가글을 통한 광고효과 측정이 가능함을 시사해주고 있다.

• 한국정보시스템학회지:정보시스템연구
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• 제32권2호
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• pp.177-190
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• 2023

Purpose Recently, as a new business marketing tool, short form content focused on fun and interest has been shared as hashtags. By extracting positive and negative keywords from media audiences through comment analysis of social media news, various stakeholders aim to quickly and easily grasp users' opinions on major news. Design/methodology/approach YouTube videos were searched using the YouTube Data API and the results were collected. Video comments were crawled and implemented as HTML elements, and the collection results were checked on the web page. The collected data consisted of video thumbnails, titles, contents, and comments. Comments were word tokenized with the R program, comparing positive and negative dictionaries, and then quantifying polarity. In addition, social network analysis was conducted using divided positive and negative comments, and the results of centrality analysis and visualization were confirmed. Findings Social media users' opinions on issue news were confirmed by analyzing and visualizing the centrality of keywords through social network analysis by dividing comments into positive and negative. As a result of the analysis, it was found that negative objective reviews had the highest effect on information usefulness. In this way, previous studies have been reaffirmed that online negative information has a strong effect on personal decision-making. Corporate marketers will analyze user comments on social network services (SNS) to detect negative opinions about products or corporate images, which will serve as an opportunity to satisfy customers' needs.

• 지식경영연구
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• 제19권2호
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• pp.91-108
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• 2018

This study mainly focused on measuring the impact of comments for a particular song on the number of streamings and downloads. We modeled multiple regression equations to perform this analysis. We chose digital music market for the object of analysis because of its inherent characteristics, such as experience goods, high bandwagon effect, and so on. We carefully utilized text mining technique in accordance with the algorithm of Naïve Bayes classifier to distinguish whether a comment for a piece of music be regarded as positive or negative. In addition, we used 'size of agency' and 'existence of hit song' as moderating variables. The reason for usage of those variables is that those are assumed to affect users' decision for selecting particular song especially when downloading or streaming via music sites. We found empirical evidences that positive comments for a particular song increase the number of both downloads and streamings. However, positive comments may decrease the number of downloads when the size of agency of the artist is big. As a result, we were able to say that a positive comment for a particular song functioned as 'word-of-mouth' effect, inducing other users' behavioral response. We also found that other features of an artist such as size of the agency that the artist belongs to functioned as an external factor along with feature of the song itself.

• 한국의류학회지
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• 제42권6호
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• pp.962-976
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• 2018

This study examined: 1) the influence of 3 social presence types including shopping companions, other consumers, and sales associates on the consumer's purchase decision at a retail store; 2) the difference in the influence by shopping situation involving shopping together or shopping alone; and 3) the differences by consumer susceptibility to social influence and self-confidence. The study conducted three experiments with the retail shopping scenario manipulating consumer's positive self-evaluation, but lack of confidence after trying on a clothing product. Experiment 1 and Experiment 2 examined the positive influence of social presence while Experiment 3 examined the negative influence. The results showed that the positive comment of a shopping companion had the highest influence on the purchase decision. Such impact was more observable under the low susceptibility to normative influence. The negative comments of sales associate and shopping companion lowered the purchase decision. There was no difference by shopping situation. The results imply that influences of social presence on the consumer's purchase decision are different by positive or negative comments and such influences are not different by shopping situation.

• 한국산업정보학회논문지
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• 제27권2호
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• pp.25-34
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• 2022

온라인 서비스의 발달로 악성 댓글의 파급력이 커져 사이버 폭력 피해가 극심해지고 있다. 이를 방지하기 위해 금칙어 기반 필터링, 신고제도 등 다양한 방법이 사용되고 있지만 악성 댓글을 완벽하게 근절하기는 어렵다. 본 연구는 딥러닝을 사용하여 악성 댓글의 분류의 정확도를 높이고 욕설에 해당하는 부분을 모자이크처리 처리하는 것을 목적으로 진행되었다. 정확도를 높이기 위해 컨볼루션의 층수, 필터 수를 다르게 설정하여 두 가지 모델링을 진행하여 비교하였고, 데이터 세트의 90%를 훈련 데이터로, 10%를 테스트 데이터로 사용한 결과 최종 88%의 정확도를 도출해 낼 수 있었다. 또한 Grad-CAM을 사용하여 모델이 댓글의 어느 부분을 결과에 반영하였는지 표시하여 욕설 위치 정보를 출력하였다. 단순 금칙어 기반으로 댓글을 분류한 정확도는 56%이지만, 컨볼루션 신경망에 의한 분류 정확도가 88%인 것과 비교하면 딥러닝 모델로 악성 댓글의 욕설을 처리하는 것이 더 효과적인 것을 확인할 수 있었다.

• 한국정보시스템학회지:정보시스템연구
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• 제32권3호
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• pp.151-164
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• 2023

Purpose This study aims to analyze the current status of consumer awareness on Internet banks by conducting a full investigation and collecting user opinions presented on Google Play. After cateogorizing the current dissatisfaction, we would like to present not only the direction of the Internet bank service of but also the improvements of the platform. Design/methodology/approach Using opinion mining, subjectivity analysis, polarity analysis, and polarity information analysis of comments were conducted step by step to extract negative and positive keywords. The extracted keywords analyzed the weights of the frequently appearing positive and negative keywords using the TF-IDF model. Based on previous studies that negative information is more sensitive to positive information, we tried to confirm the connection, proximity, and mediation of negative keywords. Semantic Network Analysis (SNA) was used to visualize the connection relationship between the negative comment keywords of the three Internet banks. Findings Domestic Internet banks such as Kakao Bank, K-Bank, and Toss Bank have attracted a lot of attention even before they were established, and after establishment, they have secured a wide range of users through platforms that are completely different from existing banks. This study found out that the convenience of the app affects the opening and transaction of non-face-to-face accounts, which are characteristics of domestic Internet banks, which also affects the bank's business strategy. In addition, this study shows that the business characteristics of the company can be identified.

• 수산해양교육연구
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• 제27권6호
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• pp.1764-1782
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• 2015

The purpose of this study is to investigate the understanding on the acid-base, acid rain and soil acidification of the elementary students. The participants in the current study were 280 6th graders from a elementary school in Gyeongnam Province. A questionnaire consists of four categories: understanding of (a) acid-base basic knowledge, (b) acid rain and (c) soil acidification. (d) In addition, students were asked to comment about the introduction of the acid rain experiment in the science textbook. The results are as follows; First, the results regarding acid-base basic knowledge. They know the classification, characteristics, and properties of acid-based solutions well but they don't know the acid-base neutralization, examples using properties and application in real life. Second, the results regarding acid rain, students know the definition and damage of acid rain but they don't know the causing substances, emission source and way of solution of acid rain for lack of knowledge. Third, the results regarding soil acidification was the well-known part for the students because they had continued learning about the soil from the lesson of acid rain. Also, we looked into the difference in gender and region about the understanding of acid-base, acid rain and soil acidification. According to the gender of the data about the understanding of acid-base, acid rain and soil acidification, the percentage of correct answers of female was higher than male's. Also we expected that urban students were higher than rural students on the understanding of acid-base, acid rain and soil acidification, but the understanding of urban students were similar to rural students. Fourth, we got positive answers and negative answers to the introduction of acid rain experiment. Most of the positive opinion were I want to know a lot acid rain experiment", followed by "It is possible to prevent the risk of the damage and It seems to having fun and new order. Most of the negative opinion were Acid rain experiment may be difficult and complicated followed by Just a theory in the book is enough, Acid rain experiment were boring and not fun, Acid rain experiment is dangerous, There are many to study in this order.

• 디지털융복합연구
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• 제19권11호
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• pp.471-483
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• 2021

본 연구는 가상 인플루언서 마케팅의 출발선에서 가상 인플루언서에 대한 수용자의 반응을 알아보는 것을 목적으로 한다. 이에 국내에서 활동 중인 가상 인플루언서의 인스타그램에서 게시글과 댓글, '좋아요' 수와 동영상 리뷰 수를 수집하였다. 자료의 수집과 분석에는 Python 3.7과 Textom을 사용하였다. 감성 분석결과, 긍정 감성이 부정과 중립의 감성보다 높게 나타났으며, 긍·부정 모두 가상 인플루언서의 외모가 주요한 요인으로 나타났다. 중립의 감성에서 가상 인플루언서에 대한 소비자의 관심을 유추할 수 있었다. 본 연구는 가상 인플루언서에 대한 소비자의 반응을 알아보고 가상 인플루언서에 대한 긍정과 부정의 감정에 대한 요인을 파악하여, 가상 인플루언서 마케팅의 전략 수립에 도움이 될 자료를 제시했다는 것에 그 의의가 있다.

• 한국콘텐츠학회논문지
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• 제20권10호
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• pp.119-133
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• 2020

최근 유명 유튜버들이 간접광고(PPL)등 협찬, 광고를 받은 영상을 제작, 방영하면서 유료광고라고 밝히지 않은 일명 '뒷광고' 논란이 이어지며 유명 유튜버뿐만 아니라 연예인들까지 논란 속에 속해 있어 진실성에 대한 대중들의 혼란을 야기시키고 있다. 본 연구는 유튜버들의 '뒷광고' 논란의 전과 후의 대중들의 반응을 댓글분석을 통해 알아보고자 한다. 구체적으로 R 프로그램을 활용한 텍스트 분석 중 워드 클라우드, LDA, 딥러닝 기법 word2vec 분석과 같은 다양한 방식으로 분석하고자 한다. 분석 대상은 '뒷광고' 유튜버 논란에 속해 있고 '사과 영상'을 업로드한 3명의 유튜버 채널을 분석해 보기로 했다. 가장 먼저 논란되었던 슈스스 TV의 한혜연 스타일리스트와 콘텐츠 성향이 비슷하면서 100만 명이 넘는 구독자 수를 보유한 먹방 유튜버 문복희와 다양한 콘텐츠를 선보인 유튜버 양팡의 가장 최신 영상 5개(2020년 08월 09일 기준)와 처음에 올린 영상 5개를 기준으로 댓글을 분석하였다. 연구결과 논란 전에는 대부분 긍정적인 반응을 보인 댓글들이 대부분이었으나, 논란 후에는 부정적인 반응이 대부분을 차지하였고, 예전의 논란까지 같이 나타나고 있음을 볼 수 있었다. 따라서 본 연구는 R프로그램을 이용한 다양한 분석을 통해 '뒷광고' 논란 이후에 인플루언서에 대한 대중들의 변화 정도를 댓글을 통해 알아봄과 동시에 앞으로는 인플루언서들의 뒷광고가 발생하지 않도록 다양한 방안을 제시하는데 그 의의가 있다.