• Fashion, Industry and Education
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• 제16권1호
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• pp.19-35
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• 2018

This study explores the effect of information direction and order of cosmetics power bloggers on consumer responses. A total of 488 undergraduate students participated in experiments with mock-up stimuli of sunscreen product reviews by power bloggers. The study was conducted with four stimuli of product review posts (i.e., positive reviews only, positive-negative reviews in order, negative-positive reviews in order, negative reviews only) of the power bloggers. The results showed a significant difference in consumer responses according to information direction and order of product reviews of the power bloggers. Specifically, negative reviews were considered more objective and more useful than positive reviews were. However, positivity of reviews is crucial in generating more positive attitudes toward products, greater purchase intention, and greater word-of-mouth intention. In regard to information order, the negative-positive reviews generated more positive attitudes toward the product and greater purchase intention than did the positive-negative reviews, emphasizing the importance of ending product reviews with positive information so as to create positive responses. Referring to the findings, power bloggers and marketers using bloggers as a promotional tool would benefit by carefully designing information content in consideration of an appropriate direction and order of information to better fit their purpose.

• 정보처리학회논문지:소프트웨어 및 데이터공학
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• 제4권3호
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• pp.121-128
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• 2015

소수 의견을 포함하는 온라인 상품평은 긍정 또는 부정 일변도인 상품평에서는 찾기 어려운 유익한 정보를 내포하기도 한다. 본 논문에서는 주어진 상품평 집합 속에서 소수상품평을 검색하는 방법을 제안한다. 제안방법은 개별 상품평을 먼저 긍정/부정 상품평으로 자동분류한 뒤, 주어진 상품평 집합의 긍정/부정 상품평의 비대칭도를 계산하여 소수상품평을 검색한다. 소수상품평 검색에서는 긍정/부정 자동분류 성능이 소수상품평 검색성능에 영향을 주는데, 본 논문에서는 도메인에 특화된 감성사전과 그렇지 않은 일반적인 감성사전을 가지고 상품평을 긍정/부정으로 감성분류한 뒤 비대칭도를 계산하여 소수상품평 검색성능을 비교한다. 스마트폰과 영화를 다룬 온라인 영문 상품평에 대하여 도메인에 특화된 감성사전을 가지고 소수상품평 검색성능을 평가한 결과, F1점수는 각각 24.6%와 15.9%였고, 정확도는 각각 56.8%와 46.8%였다. 이는 스마트폰과 영화의 개별 상품평 긍정/부정 분류 정확도가 각각 85.3%와 78.8%일 때의 성능이다. 본 논문에서는 또 긍정/부정 자동분류 성능이 주어졌을 때의 이론적인 소수상품평 검색성능에 대해서도 논의한다.

• The Journal of Asian Finance, Economics and Business
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• 제10권2호
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• pp.83-90
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• 2023

This study aims to determine the direct effect of positive online reviews, negative online reviews, the usefulness of online reviews, reviewers' expertise, timeliness of online reviews, the volume of online reviews, and comprehensiveness of online reviews on accommodation booking intentions and also the indirect effect of positive online reviews on the intention of booking accommodations through trust as mediation. Research respondents are users of the accommodation booking application in Yogyakarta. Hypothesis testing was carried out using SEM (Partial Least Square). Data was collected by distributing questionnaires to 135 respondents. The results of this study indicate that the Usefulness of Online Reviews, Volume of Online Reviews, and Comprehensiveness of Online Reviews have a direct positive and significant influence on the accommodation booking Intention of booking application users in Yogyakarta. The variables of Negative Online Reviews and Timeliness of Online Reviews have negative and significant influences on the accommodation booking Intention of booking application users in Yogyakarta. Positive Online Reviews and Reviewer Expertise variables are not significant in this study. At the same time, the Trust variable has a full mediation relationship in an indirect relationship between the Positive Online Reviews variables and the accommodation booking Intention of booking application users in Yogyakarta.

• 한국병원경영학회지
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• 제27권3호
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• pp.1-14
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• 2022

Purposes: This purpose of this study was to check how much the online word of mouth influences on customer's hospital selection according to Kano's model. Methodology: Kano classified the attributes that affect customer's satisfaction into attractive, one-dimensional, indifferent, must-be, and reverse attributes. Among them, attractive and one-dimensional attributes make up the largest portion in hospital selection. Based on this, the influence of positive or negative online reviews on the selection of hospitals was investigated. Differentiated service was selected as the attractive attributes, and a kind, sufficient explanation was selected as the one-dimensional attributes. Then a questionnaire was conducted how much the positive or negative online reviews influence on hospital selection, respectively. It was conducted from August 7 to September 7, 2021 for medical consumers in their 20s and older who have used medical services for the past 3 years, and the final 142 questionnaires were analyzed. All data was analyzed by chi-square and two-way ANOVA using SPSS ver 25.0. Findings: The results showed that, in one-dimensional attributes, the difference between positive and negative reviews was not statistically significant, but in attractive attributes, positive and negative reviews showed a statistically significant difference. It suggests that positive reviews on attractive attributes had a greater influence on hospital selection. In terms of hospital selection, when the experimental participants were exposed to the positive reviews, the hospital selection ratio did not differ by Kano's attributes, but to the negative reviews it differed. The hospital selection ratio, even after they were exposed to negative reviews, was higher in the attractive attributes than in the one-dimensional attributes. Practical Implication: This study confirmed that hospital selection is influenced differently depending on the Kano's attributes and the direction of the reviews, and suggests that marketers should respond differently to each Kano's attributes when they deal with online reviews of hospitals.

• 복식문화연구
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• 제21권3호
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• pp.440-451
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• 2013

Because of the e-shopping market consumers now have diverse options to choose when placing their orders, and find it easy to obtain the required information through the Internet. Especially, for consumers, product reviews posted on an e-tailer's website have become more important criteria than such information available elsewhere. Hence, this study investigated the influence of the direction and evaluative contents of online reviews on consumer attitudes toward clothing products. Four types of online reviews based on direction (positive/negative) and evaluative content in review information (objective/subjective) were used in the experimental design. Further, stimulus reviews were developed. Credibility, usefulness of reviews, product preference, and purchase intention were the measured dependent variables in each of the four situations of online review presentations. The results indicated that, overall, positive and objective online reviews resulted in a higher level of consumer attitude. The content in these reviews had a relatively stronger influence than the direction on attitudes toward online reviews. Overall, objective reviews generated a higher level of credibility and usefulness of information than subjective reviews. Regarding subjective reviews, negative information was more related to credibility, whereas positive information was more related to usefulness. Further, positive information had a higher influence than negative information on consumer attitudes.

• International Journal of Computer Science & Network Security
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• 제23권3호
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• pp.101-109
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• 2023

This paper discusses the use of sentiment analysis and text summarization techniques to extract valuable information from the large volume of user-generated content such as reviews, comments, and feedback on online platforms and social media. The paper highlights the effectiveness of sentiment analysis in identifying positive and negative reviews and the importance of summarizing such text to facilitate comprehension and convey essential findings to readers. The proposed work focuses on summarizing all positive and negative reviews to enhance product quality, and the performance of the generated summaries is measured using ROUGE scores. The results show promising outcomes for the developed methods in summarizing user-generated content.

• 패션비즈니스
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• 제14권5호
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• pp.49-65
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• 2010

The purpose of this paper is to derive the categories of negative e-WOM (electronic word of mouth) via consumer review. Disclosing the details of negative e-WOM based consumer reviews has never been done before. For this reason, a content analysis was adopted to provide knowledge and understanding of the phenomenon. This paper analyzes the content of 630 consumer reviews posted on the open market internet site, www.auction.co.kr. The analysis was conducted from October 20th, 2008 to March 10th, 2009. The results indicated that the negative e-WOM based consumer reviews can be divided into two categories: the cognitive evaluation and the expression of consumer's emotion. The category of cognitive evaluation is consisted of negative e-WOM of product, negative e-WOM of service, and warning about the risk of purchasing products. The category of expressing consumers' emotion are composed of venting customers' dissatisfaction and passive response of dissatisfaction. Investigating the details of negative e-WOM has a number of implications. Most importantly, the results revealed multidimensional structure of negative e-WOM. This understanding of negative e-WOM communication allows marketers to improve products and services that better meet customers' current and future needs.

• 한국정보시스템학회지:정보시스템연구
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• 제28권1호
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• pp.1-16
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• 2019

Purpose The purpose of this study is to analyze causal relationship between quantity and quality for deriving ranking model of Online reviews. Thus, we propose implications for deriving the ranking model for retrieving Online reviews more effectively. Design/methodology/approach We collected Online review from Tripadvisor web sites which might be a kind of world-famous tourism web sites. We transformed the natural text reviews to quantified data which consists of quantified positive opinions, quantified negative opinions, quantified modification opinions, reviews lengths and grade scores by using opinion mining technologies in R package. We executed corelation and regression analysis about the data. Findings According to the empirical analysis result, this study confirmed that the review length influenced positive opinion, negative opinion and modification opinion. We also confirmed that negative opinion and modification opinion influenced the grade score.

• Fashion, Industry and Education
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• 제15권2호
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• pp.1-10
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• 2017

The purposes of this study were to explore (1) how fit reviews differ among height groups and (2) how overall numerical ratings differ depending on height groups and ifferent types of fit reviews. Content analysis was used to analyze systematically sampled online consumer reviews (OCRs) of formalwear dresses rented online. In part 1, 201 OCRs were analyzed to develop the coding scheme, which included three aspects of fit (physical, aesthetic, and functional), valence (negative, neutral, positive), and overall numerical rating. In part 2, 600 OCRs were coded and statistically analyzed. Differences in frequency were not found among height groups for any types of mentions (negative, neutral, and positive) in terms of the three aspects of fit in the OCRs. Differences in overall mean ratings were not found among height groups. Interestingly, valence of each aspect of fit reviews affected mean numeric ratings. This study is new in examining relationships among textual information (i.e., fit reviews), numerical information (i.e., numerical rating), and reviewer's characteristic (i.e., height). The results of this study offered practical implications for etailers and marketers that they should pay attention to the three aspects of fit reviews and monitor garments with negative fit evaluations for lower ratings. They may attempt to increase ratings by providing customers recommendations to get a better fit.

• 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.