• Management & Information Systems Review
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• v.39 no.2
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• pp.181-193
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• 2020

This study is a study that analyzes consumer perception by utilizing text mining, which is a recent issue. we analyzed the consumer's perception of Samsung Galaxy by analyzing consumer reviews of Samsung Galaxy YouTube ads. for analysis, 1,819 consumer reviews of YouTube ads were extracted. through this data pre-processing, keywords for advertisements were classified and extracted into nouns, adjectives, and adverbs. after that, frequency analysis and emotional analysis were performed. Finally, clustering was performed through CONCOR. the summary of this study is as follows. the first most frequently mentioned words were Galaxy Note (n = 217), Good (n = 135), Pen (n = 40), and Function (n = 29). it can be judged through the advertisement that consumers "Galaxy Note", "Good", "Pen", and "Features" have good functional aspects for Samsung mobile phone products and positively recognize the Note Pen. in addition, the recognition of "Samsung Pay", "Innovation", "Design", and "iPhone" shows that Samsung's mobile phone is highly regarded for its innovative design and functional aspects of Samsung Pay. second, it is the result of sentiment analysis on YouTube advertising. As a result of emotional analysis, the ratio of emotional intensity was positive (75.95%) and higher than negative (24.05%). this means that consumers are positively aware of Samsung Galaxy mobile phones. As a result of the emotional keyword analysis, positive keywords were "good", "good", "innovative", "highest", "fast", "pretty", etc., negative keywords were "frightening", "I want to cry", "discomfort", "sorry", "no", etc. were extracted. the implication of this study is that most of the studies by quantitative analysis methods were considered when looking at the consumer perception study of existing advertisements. In this study, we deviated from quantitative research methods for advertising and attempted to analyze consumer perception through qualitative research. this is expected to have a great influence on future research, and I am sure that it will be a starting point for consumer awareness research through qualitative research.

• Science of Emotion and Sensibility
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• v.13 no.1
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• pp.147-162
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• 2010

This study investigates how framing and the interaction with involvement influences responses toward a help campaign. There could be two possible predictions about the results of framing. One is that, because helping is a risk avoidance behaviors, the positive framing would dominant or the other is that, because helping is mainly mediated by negative emotions such as sadness or guilty, the negative framing would be preferred. The present research was to solve the conflicting predictions and was conducted with a experimental design. The participants were exposed to a campaign emphasizing either positive aspects of the help or negative contexts which would be maintained without any help. The results were that the main effect of framing was not existent, but the significant interaction with involvement on responses was found. The interaction of framing and involvement, though, included unexpected inconsistency between the results of attitude and behavioral intention. The theoretical and practical meanings of the results were discussed.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.503-517
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• 2021

This study is focused on tourism storytelling(educational, interesting, emotional, uniqueness), SNS tourism value (functional, social), SNS trust, and immersion in travel agency relationship, which are important discussions in the tourism industry. The study subjects are verified 390 respondents who had accommodation experience using SNS, and SPSS 25.0 and Smart PLS 3.0 were used to perform the analysis. The study results are as follows. First, it was confirmed that the educational and interesting factors of tourism storytelling had a positive effect on the functional value, and that the affective relationship was not established between emotional and uniqueness factors. In addition, it was confirmed that educational, interesting, and uniqueness factors had a positive effect on social values, but emotional factors did not establish an influence relationship. Secondly, it was confirmed that SNS tourism value had a positive effect on immersion in travel agency relationship. However, there was no relationship between SNS tourism value and social value. Finally, it was confirmed that SNS trust had a moderating effect on the relationship between SNS tourism value and immersion in travel agency relationship. Through these research results and implications, comprehensive recommendations were presented to tourism industry practitioners.

• Science of Emotion and Sensibility
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• v.13 no.3
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• pp.511-522
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• 2010

Product design is being recognized as an important source of sustainable competitive advantage. This research explores the effects of design evaluative elements on brand loyalty through design values. The results of this study are as follows. Firstly, most design evaluative elements have positive effects on design values. Aesthetic, unique, feminine, noble, and utilitarian elements of design evaluation influence three types of design values: rational, kinesthetic, and emotional. While unique design evaluative element does not have significant effects on rational and kinesthetic design values, it has significant affect on the emotional design value positively. Secondly, three types of design values have positive effects on attitudinal brand loyalty. In addition, emotional and kinesthetic design values have positive influences on behavioral brand loyalty. However, the emotional design value has an indirect effect on behavioral brand loyalty through attitudinal brand loyalty. Lastly, attitudinal brand loyalty has a significant influence on behavioral brand loyalty positively.

• Science of Emotion and Sensibility
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• v.17 no.4
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• pp.29-40
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• 2014

The positive relationship between older driver's mobility and life satisfaction is well established(e. g., Collins, 2008). The present study showed that this relationship can be changed by older drivers' motivation, aspects of mobility, and affectivity. Specifically, this study examined whether aspects of mobility(amount of driving measured by travel distance and time: 'AD' or amount of driving for social activity: 'DSA') can be differed as a function of approach/avoidance motivation(measured by BIS/BAS scale, Carver et al., 1994) and positive/negative affect(PA/NA; measured by SPANAS, Diener et al., 2009) mediate the relationship between the aspects of mobility and life satisfaction(measured by SWLS, Diener et al., 1985). Self-reported scores of the variables of 132 older drivers(ages of over 65) were analyzed using correlation analysis and path analysis. The results can be summarized as followings. First, the older driver's BAS was found to be positively related to DSA, but BIS was negatively to AD. In particular, DSA positively mediated the relationship between BAS and PA. Second, PA, in turn, positively mediated the relationship between DSA and life satisfaction. The results can provide useful insights to understand the relationship between older driver's driving property, motivation, affectivity and life satisfaction.

• Science of Emotion and Sensibility
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• v.19 no.2
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• pp.3-18
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• 2016

This research, through video-based communication in a social video platform environment, studied the influence of the relationship between a video-watching subject and other watchers to that of the user's positive emotion and sense of community. Based on prior psychological theories called Social Impact Theory and Self-Monitoring Theory, the research built an actual video-based social video platform environment in order to verify an alternative utilizing new means of interaction based on videos. The result shows that under video-watching settings, user feels greater positive emotion and sense of community when the screen shows other people's reaction live and when him or her self's face is shown together, compared to when they are not shown. Also, based on the ANOVA analysis, the percentage of increase in positive emotion was greater when the two conditions mentioned above were provided synchronously compared to when they were not. The result of the research is expected to yield insights about a new form of social video platform.

• Science of Emotion and Sensibility
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• v.23 no.4
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• pp.3-20
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• 2020

The purpose of this study was to investigate the effect of aging on visuo-spatial attention allocation ability and emotional perception bias. We used the useful field of view (UFOV) task to measure the visuo-spatial attention allocation ability and the emotional perception task to measure positive and negative emotional perception bias. A total of 48 participants took part in this study with 23 participants in the senior group and 25 in the junior group. The senior group showed slower response time and lower accuracy than the junior group in the UFOV task, indicating that the senior group had lower visuo-spatial attention allocation ability than the junior group. In the emotional perception task, the senior group showed both positive and negative emotional perception bias more than the junior group. The correlation analysis showed that the negative emotional perception bias for accuracy in the emotional perception task showed a positive correlation with the response time to the stimuli presented in the visual angle 30° in the UFOV task (r=.289). In addition, positive emotional perception bias for the accuracy in the emotional perception task showed a positive correlation with the accuracy of the stimuli presented in the visual angles 10°, 20°, and 30° in the UFOV task (r=.305, r=.322, and r=.299, respectively). However, it showed a negative correlation with the response time of the stimuli presented in the same location in the UFOV task (r=-.345, r=-.295, r=-.308). These results suggest that aging is associated with a decrease in the visuo-spatial attention allocation ability and perceptual bias toward positive and negative emotions. In addition, the positive and negative emotional perception biases associated with aging are potentially related to the reduced visuo-spatial attention allocation ability.

• 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 Intelligence and Information Systems
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• v.24 no.4
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• pp.51-66
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• 2018

As AI (Artificial Intelligence) technologies have been swiftly evolved, a lot of products and services are under development in various fields for better users' experience. On this technology advance, negative effects of AI technologies also have been discussed actively while there exists positive expectation on them at the same time. For instance, many social issues such as trolley dilemma and system security issues are being debated, whereas autonomous vehicles based on artificial intelligence have had attention in terms of stability increase. Therefore, it needs to check and analyse major social issues on artificial intelligence for their development and societal acceptance. In this paper, multi-categorical sentiment analysis is conducted over online public opinion on artificial intelligence after identifying the trending topics related to artificial intelligence for two years from January 2016 to December 2017, which include the event, match between Lee Sedol and AlphaGo. Using the largest web portal in South Korea, online news, news headlines and news comments were crawled. Considering the importance of trending topics, online public opinion was analysed into seven multiple sentimental categories comprised of anger, dislike, fear, happiness, neutrality, sadness, and surprise by topics, not only two simple positive or negative sentiment. As a result, it was found that the top sentiment is "happiness" in most events and yet sentiments on each keyword are different. In addition, when the research period was divided into four periods, the first half of 2016, the second half of the year, the first half of 2017, and the second half of the year, it is confirmed that the sentiment of 'anger' decreases as goes by time. Based on the results of this analysis, it is possible to grasp various topics and trends currently discussed on artificial intelligence, and it can be used to prepare countermeasures. We hope that we can improve to measure public opinion more precisely in the future by integrating empathy level of news comments.

• 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.