• Journal of Intelligence and Information Systems
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• v.24 no.4
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• pp.171-196
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• 2018

With the development of the web, two-way communication and evaluation became possible and marketing paradigms shifted. In order to meet the needs of consumers, web design trends are continuously responding to consumer feedback. As the web becomes more and more important, both academics and businesses are studying consumer emotions and satisfaction on the web. However, some consumer characteristics are not well considered. Demographic characteristics such as age and sex have been studied extensively, but few studies consider psychological characteristics such as regulatory focus (i.e., emotional regulation). In this study, we analyze the effect of web style on consumer emotion. Many studies analyze the relationship between the web and regulatory focus, but most concentrate on the purpose of web use, particularly motivation and information search, rather than on web style and design. The web communicates with users through visual elements. Because the human brain is influenced by all five senses, both design factors and emotional responses are important in the web environment. Therefore, in this study, we examine the relationship between consumer emotion and satisfaction and web style and design. Previous studies have considered the effects of web layout, structure, and color on emotions. In this study, however, we excluded these web components, in contrast to earlier studies, and analyzed the relationship between consumer satisfaction and emotional indexes of web-style only. To perform this analysis, we collected consumer surveys presenting 40 web style themes to 204 consumers. Each consumer evaluated four themes. The emotional adjectives evaluated by consumers were composed of 18 contrast pairs, and the upper emotional indexes were extracted through factor analysis. The emotional indexes were 'softness,' 'modernity,' 'clearness,' and 'jam.' Hypotheses were established based on the assumption that emotional indexes have different effects on consumer satisfaction. After the analysis, hypotheses 1, 2, and 3 were accepted and hypothesis 4 was rejected. While hypothesis 4 was rejected, its effect on consumer satisfaction was negative, not positive. This means that emotional indexes such as 'softness,' 'modernity,' and 'clearness' have a positive effect on consumer satisfaction. In other words, consumers prefer emotions that are soft, emotional, natural, rounded, dynamic, modern, elaborate, unique, bright, pure, and clear. 'Jam' has a negative effect on consumer satisfaction. It means, consumer prefer the emotion which is empty, plain, and simple. Regulatory focus shows differences in motivation and propensity in various domains. It is important to consider organizational behavior and decision making according to the regulatory focus tendency, and it affects not only political, cultural, ethical judgments and behavior but also broad psychological problems. Regulatory focus also differs from emotional response. Promotion focus responds more strongly to positive emotional responses. On the other hand, prevention focus has a strong response to negative emotions. Web style is a type of service, and consumer satisfaction is affected not only by cognitive evaluation but also by emotion. This emotional response depends on whether the consumer will benefit or harm himself. Therefore, it is necessary to confirm the difference of the consumer's emotional response according to the regulatory focus which is one of the characteristics and viewpoint of the consumers about the web style. After MMR analysis result, hypothesis 5.3 was accepted, and hypothesis 5.4 was rejected. But hypothesis 5.4 supported in the opposite direction to the hypothesis. After validation, we confirmed the mechanism of emotional response according to the tendency of regulatory focus. Using the results, we developed the structure of web-style recommendation system and recommend methods through regulatory focus. We classified the regulatory focus group in to three categories that promotion, grey, prevention. Then, we suggest web-style recommend method along the group. If we further develop this study, we expect that the existing regulatory focus theory can be extended not only to the motivational part but also to the emotional behavioral response according to the regulatory focus tendency. Moreover, we believe that it is possible to recommend web-style according to regulatory focus and emotional desire which consumers most prefer.

• Science of Emotion and Sensibility
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• v.15 no.1
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• pp.9-16
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• 2012

Generally, cosmetic creams have been used to moisturize and smooth human skin. Recently, people concerns about the creams released with natural flavors and its functionality. This study focused to assess the psychophysiological effects of creams with 5 natural flavors such as patchouli oil, frankincense, sandalwood oil, none and newly developed S6. Initially, we have performed subjective evaluation for 100 female subjects aged 20 to 30 from Daejeon, South Korea. The results showed the most preferred flavor was S6 condition. Second, physiological evaluations for 20 female subjects were measured with EEG, ECG and GSR. In EEG analysis, the alpha ratio was confirmed to appear higher in each condition. The statistical analysis shows that significantly largest effect at S6 condition($p$ <0.05). The result from ECG and GSR measurements also shows the same trend. Third, skin conditions were measured when using S6. As a result, the skin temperature, humidity and skin movement speed were increased with S6 condition. The moisturizing and elasticity effects were confirmed.

• Science of Emotion and Sensibility
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• v.18 no.1
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• pp.79-94
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• 2015

The purpose of this study is to analyze the emotion and sensibility of fashion words in terms of words types, such as loanword and Korean words, Hangul in fashion product label and fashion manufacturing industry. We surveyed 200 persons in their 20s using the questionnaire on the stimulus of product tag label and fashion words with 15 adjectives. Based on daily usage of foreign words in fashion market, we selected 1 item label in 3 forms: 1) Hangul label written in loan words 2) Label written in English and 3) Label written in Hangul and 3 fashion words in 2 forms 1) loanword and 2) Hangul. And the label types and fashion words were analyzed and investigated in terms of consumer's sensibility, preferences and estimated product price. The results are following: consumers preferred loanword label than Hangul label, and they preferred loanword in English than that in Korean. They evaluated loanword more positively, such as refinement, gorgeous and elegant, etc. and estimated the product price of loanword label as higher. But in the sensibility of 'familiar' and 'stability', Hangul label was not significantly different to loanword written in Hangul. That is, label written in English is the highest in all the evaluation, and loanword label written in Hangul is next, and Hangul label showed the lowest result. Consumers showed the evaluation differently between loanwords and Hangul according to their degree in fashion involvement. Consumers of high fashion involvement evaluated the sensibilities of 'refinement', 'elegant', and 'gorgeous' of loanwords as higher, whereas they had tendency to evaluate the sensibilities of 'familiar' and 'stability' of Hangul as higher or similar.

• Archives of design research
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• v.20 no.3 s.71
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• pp.49-60
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• 2007

As the world is in the age of globalization and information, we observe diverse changes in the market environment. Since wide-spread internet services and global networks made ubiquitous learning and business possible, equalizing consumers' ideology and preference, new trend and life style could be introduced easily. This study stipulates on the theoretical concept of the wellbeing consumer and LOHAS consumer. Consumers of LOHAS could be sampled out through pre-questionnaire targeting at selected food, clothing, and shelter based on companies of both wellbeing and general brands. Through this it is attempted to measure wellbeing emotion, recognition quotient of emotion and reason, affirmation and negation, mental emotion quotient, and preference in order to find out their value and to ultimately come up with what web design should be aiming at. Conclusions are as follows: Firstly, consumers easily recognize emotional identification from the web pages of wellbeing brand, rather than that of general brands. Secondly, what web pages of wellbeing brand recognize is reason, not emotion. Thirdly, the design of wellbeing brands scored higher than those of general brands in terms of positive aspects such as hospitality and familiarity, and high mental emotion quotient could not affect the consumers' preference toward web design. Fourthly, wellbeing brands win more preference than general brands do, and preference becomes higher after customers' visit to web pages basically. Lastly, sampled emotional adjectives toward the web designs of wellbeing brands marked a aesthetic graph figure, without leaning toward an active or stable one. It is expected that this study can serve as a groundwork to create proper strategies to actively involve consumers in industrial sphere.

• Science of Emotion and Sensibility
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• v.12 no.4
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• pp.471-480
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• 2009

According to former studies, people can imagine the specific taste by the specific color, not every color. Besides, studies also say that the relation between colors and tastes is decided by personal experience and frequency about the color of food. So the authors supposed that there is the specific color related the taste. To find the relation, we selected 24 colors and 24 taste adjectives mainly used by people. Then, we examined taste imagined on color with questionnaires of 20 college students who are sensitive to colors and able to use all 24 taste adjectives. Then we analyzed the result by MDS. Finally we could find 5 definite relations between colors and tastes. The result suggested that the number of colors which can be associated with tastes are quite limited. Also, only limited colors can be associated with tastes and it is different by sex. This study shows not only the relation between the color and the taste but also how closely the taste is related to other colors. This study can be used for effective food package design, advertising and so on.

• Journal of Intelligence and Information Systems
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• v.22 no.2
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• pp.97-113
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• 2016

Due to the growth of internet data and the rapid development of internet technology, "big data" analysis is actively conducted to analyze enormous data for various purposes. Especially in recent years, a number of studies have been performed on the applications of text mining techniques in order to overcome the limitations of existing structured data analysis. Various studies on sentiment analysis, the part of text mining techniques, are actively studied to score opinions based on the distribution of polarity of words in documents. Usually, the sentiment analysis uses sentiment dictionary contains positivity and negativity of vocabularies. As a part of such studies, this study tries to construct sentiment dictionary which is customized to specific data domain. Using a common sentiment dictionary for sentiment analysis without considering data domain characteristic cannot reflect contextual expression only used in the specific data domain. So, we can expect using a modified sentiment dictionary customized to data domain can lead the improvement of sentiment analysis efficiency. Therefore, this study aims to suggest a way to construct customized dictionary to reflect characteristics of data domain. Especially, in this study, movie review data are divided by genre and construct genre-customized dictionaries. The performance of customized dictionary in sentiment analysis is compared with a common sentiment dictionary. In this study, IMDb data are chosen as the subject of analysis, and movie reviews are categorized by genre. Six genres in IMDb, 'action', 'animation', 'comedy', 'drama', 'horror', and 'sci-fi' are selected. Five highest ranking movies and five lowest ranking movies per genre are selected as training data set and two years' movie data from 2012 September 2012 to June 2014 are collected as test data set. Using SO-PMI (Semantic Orientation from Point-wise Mutual Information) technique, we build customized sentiment dictionary per genre and compare prediction accuracy on review rating. As a result of the analysis, the prediction using customized dictionaries improves prediction accuracy. The performance improvement is 2.82% in overall and is statistical significant. Especially, the customized dictionary on 'sci-fi' leads the highest accuracy improvement among six genres. Even though this study shows the usefulness of customized dictionaries in sentiment analysis, further studies are required to generalize the results. In this study, we only consider adjectives as additional terms in customized sentiment dictionary. Other part of text such as verb and adverb can be considered to improve sentiment analysis performance. Also, we need to apply customized sentiment dictionary to other domain such as product reviews.

• Journal of The Korean Association of Information Education
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• v.21 no.5
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• pp.527-535
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• 2017

In this study, we analyzed the image of artificial intelligence recognized by elementary students using semantic differential scale. First, we extracted 23 pairs of image adjectives related to perception of artificial intelligence. Adjectives were classified into three types related to recognition, emotion and ability and 827 elementary students were examined. Image factors were classified into four factors: convenience, technological progress, human-friendliness, and concern. As a result, they showed a clear image that artificial intelligence is clever, new, and complex but exciting. In comparison with variables, female students, coding experience and older students thought that artificial intelligence was more human-friendly and technological progressive.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2007.05a
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• pp.132-135
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• 2007

본 연구에서는 브랜드 개성이 제품의 개성을 판단하는데 영향을 미치는가에 대하여 설문을 통해 살펴보았다. 동일한 제품에 대하여 개성이 상이한 브랜드가 적용되었을 경우 제품의 개성을 판단함에 있어 브랜드 개성의 특성이 반영되는지 여부를 확인하고자 하였다. 설문을 위하여 두 켤레의 신발을 준비하였으며 각각은 상징적인 측면이 강조된 여성용 하이힐 제품과 기능적인 측면이 강조된 운동화로 구성하였다. 각 제품에 대하여 명품브랜드(Versace), 일반 상용 브랜드(독일: C&A, 한국: 밀리오레), 그리고 브랜드가 부착되지 않은 총 6장의 사진을 준비하였다. 실험에 앞서 별도의 피험자들이 상기 사용된 브랜드들에 대하여 "frohlich/유쾌함(cheerful)", "ehrlich/정직함(honest)", "provokativ/도발적인(provocative)"의 형용사로 평가를 하였다. 본 실험에서는 실험참여자에게 각 신발들의 3가지 사진 중 무작위로 선정된 사진을 한 장씩 보여주고, 각각에 대해 브랜드 측정에 사용했던 동일한 평가항목을 이용하여 평가하도록 했다. 더불어, 본 연구는 개인주의 문화권에 비하여 집단주의 문화권에서 브랜드의 영향이 더 두드러지게 나타나는 지를 알아보기 위하여 독일의 만하임대학(Universitaet Mannheim)과 한국의 한국과학기술원(KAIST) 학생들을 위주로 설문을 실시하여 문화적 차이에 따른 브랜드 영향력을 비교하고자 하였다. 실험결과에서는 독일과 한국 모두에서 브랜드 개성이 제품 개성에 유의한 영향을 미치지 않는 것으로 나타났으나, 브랜드 개성이 제품의 기능적 측면(가격)에는 영향을 미치는 것으로 나타났다(p<.001).

• Science of Emotion and Sensibility
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• v.10 no.3
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• pp.451-462
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• 2007

There are various ways of the conventional market boost are suggested for an urban renewal recently. Presently, the government has decided to invest total 8 hundred and 10 billion dollars, including a budget of 4 hundred and 60 billion dollars and a capital of the local government, for it for the next 3 years. But, Since Its business has been focused on the redevelopment of the surroundings; remodeling, building parking lots and elevators etc, it has not solved the basic problems of the traditional marketplaces themselves. This research shows the right way to boost the traditional markets with the characteristic of them through case studys from the different cities, revaluation of their images besides the western styled wholesale markets. The survey targets on the traditional marketplaces and the wholesale markets around Tea-Hwa river in Ulsan. And, the different impressions of them are evaluated based on SD(semantic differential method) with citizens' general point of views of them, the sampled pictures and relevant adjectives. The conventional market boost finds the way to be succeeded through the analysis of a primary element base on the survey.

• Science of Emotion and Sensibility
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• v.8 no.4
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• pp.385-391
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• 2005

A frictional coefficients of in-vivo skin characteristic is the most important factor of the cutaneous mechanical properties ant the method of evaluating skin care in the fields of cosmetics products. In-vivo skin characteristic varies in many different ways depends on what is applied to the skin, loading condition, shape, surface roughness, and material of the probe. In this research, we designed a system which can be measured frictional coefficients of a human skin on real time. It consists of multi-components load-cell, actuator, linear motor and arm fixator. This measurement system was automatically controlled by computer. We measured frictional coefficients between probe an4 skin using this system ant inquired adjectives for subjective evaluation while rubbing cosmetic product on skin. Lastly, we analyzed correlation between two factors by calculating Pearson Correlation Coefficient. As a result, we could know that frictional coefficients varied from 0.17-1.2 according to cosmetic products, normal forte, materials and surface conditions of probe. We also confirmed sensual feelings of cosmetic products have close correlation with frictional coefficients.