• Journal of the Korea Society of Computer and Information
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• v.6 no.1
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• pp.90-94
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• 2001

A new word, “Prosumer”, refers to a person who develops and produces goods which they would like to purchase online in real time. Consumers do not simply rely on choosing the good provided by manufactures any more. They are involved in the process of manufacturing good and the creation of organized purchase groups. They aim to purchase the best quality good at the lowest price through reverse auction under the warranty system. If the consumer's way of thinking is controlled by company owners and corporate CEO's profit-centered policy making, the companies will fail to keep pace with the current stream of the digital marketing age, and be destined for failure. I will discuss the changing marketing environment, new marketing strategy, and marketing realization on the internet in this thesis.

• Journal of Intelligence and Information Systems
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• v.26 no.2
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• pp.57-78
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• 2020

With the development of the Internet, consumers have had an opportunity to check product information easily through E-Commerce. Product reviews used in the process of purchasing goods are based on user experience, allowing consumers to engage as producers of information as well as refer to information. This can be a way to increase the efficiency of purchasing decisions from the perspective of consumers, and from the seller's point of view, it can help develop products and strengthen their competitiveness. However, it takes a lot of time and effort to understand the overall assessment and assessment dimensions of the products that I think are important in reading the vast amount of product reviews offered by E-Commerce for the products consumers want to compare. This is because product reviews are unstructured information and it is difficult to read sentiment of reviews and assessment dimension immediately. For example, consumers who want to purchase a laptop would like to check the assessment of comparative products at each dimension, such as performance, weight, delivery, speed, and design. Therefore, in this paper, we would like to propose a method to automatically generate multi-dimensional product assessment scores in product reviews that we would like to compare. The methods presented in this study consist largely of two phases. One is the pre-preparation phase and the second is the individual product scoring phase. In the pre-preparation phase, a dimensioned classification model and a sentiment analysis model are created based on a review of the large category product group review. By combining word embedding and association analysis, the dimensioned classification model complements the limitation that word embedding methods for finding relevance between dimensions and words in existing studies see only the distance of words in sentences. Sentiment analysis models generate CNN models by organizing learning data tagged with positives and negatives on a phrase unit for accurate polarity detection. Through this, the individual product scoring phase applies the models pre-prepared for the phrase unit review. Multi-dimensional assessment scores can be obtained by aggregating them by assessment dimension according to the proportion of reviews organized like this, which are grouped among those that are judged to describe a specific dimension for each phrase. In the experiment of this paper, approximately 260,000 reviews of the large category product group are collected to form a dimensioned classification model and a sentiment analysis model. In addition, reviews of the laptops of S and L companies selling at E-Commerce are collected and used as experimental data, respectively. The dimensioned classification model classified individual product reviews broken down into phrases into six assessment dimensions and combined the existing word embedding method with an association analysis indicating frequency between words and dimensions. As a result of combining word embedding and association analysis, the accuracy of the model increased by 13.7%. The sentiment analysis models could be seen to closely analyze the assessment when they were taught in a phrase unit rather than in sentences. As a result, it was confirmed that the accuracy was 29.4% higher than the sentence-based model. Through this study, both sellers and consumers can expect efficient decision making in purchasing and product development, given that they can make multi-dimensional comparisons of products. In addition, text reviews, which are unstructured data, were transformed into objective values such as frequency and morpheme, and they were analysed together using word embedding and association analysis to improve the objectivity aspects of more precise multi-dimensional analysis and research. This will be an attractive analysis model in terms of not only enabling more effective service deployment during the evolving E-Commerce market and fierce competition, but also satisfying both customers.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.2
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• pp.103-114
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• 2020

On-arrival duty free will prevent Korean outbound passengers from keeping the duty free items they purchased at the departure during their travel. Most Korean tourists have requested the airport authority to install on-arrival duty free since the grand-opening of Incheon int'l airport. Considering the fierce hub airport competition in the North East Asian region, the Korean government's decision to install on-arrival duty free is regarded as a well-timed intervention. The purpose of the research was to analyze sales correlation based on a comparison of sales of both departure and on-arrival duty free and to propose an administrative implication. Compared to business conglomerates running departure duty free, on-arrival duty free operators, who are small or medium companies, have weakness in product composition, marketing, and merchandising capabilities. According to the analysis, outbound passengers, who purchased fashion accessories and leather products at the departure duty free, tended to purchase cosmetics/perfume or liquor on the arrival duty free. Such complementary purchasing behavior of passengers showed there is barely a negative correlation between departure and on-arrival duty free.

• Knowledge Management Research
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• v.24 no.1
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• pp.31-49
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• 2023

TikTok, as a leading short video platform, has attracted many users, and the resulting attention generates immense business value as a platform to diffuse knowledge. As a qualitative and explorative approach, this study reviews the knowledge payment industry and discusses the influential factors of users' payment decisions regarding knowledge products on TikTok. By conducting in-depth interviews with ten participants and observing 95 knowledge providers' videos, we find that TikTok has significant business potential in the knowledge payment industry. By using the ATLAS. ti software to code the data collected from these interviews, this study finds that demander characteristics (personal needs), product characteristics (product quality), provider characteristics (the key opinion leader effect), and platform characteristics (platform management) are the four core categories that influence users' payment decisions regarding knowledge products on TikTok. A theoretical model consisting of the ten variables of emotional needs, professional needs, quality, price, helpfulness, value, charisma, user trust, service guarantee, and scarcity is proposed based on the grounded theory. The theoretical and practical implications of the study findings are also discussed.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.361-372
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• 2023

In this study, three luxury fashion start-up platforms, Balaan, Trenbe, and Must-it, were selected as research subjects. The purpose of this study is to compare and analyze the marketing mix strategies of each of the three online sites. The results of our study are as follows. First of all, the product strategies of the three luxury platform companies are characterized by the composition of products from high-end brands to SPA brands, and product composition such as kids, home living, Used goods and art in addition to women's and men's wear. In addition, the pricing strategies of luxury platforms show price differences depending on the luxury platform even for the same product. It is shown as a structure that directly determines margin. Therefore, in order to secure an edge in price competitiveness, each platform provided discount coupons and savings that are not available in offline stores such as department stores, providing opportunities to purchase luxury goods at a lower price than offline stores.Lastly, the sales promotion strategies of the three luxury platform companies was used include price discount promotions such as price discounts, discount coupons, and regular sales, and value-added sales such as membership registration/review points, events, product information, delivery services, social contribution activities, and SNS utilization.

• The Journal of Society for e-Business Studies
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• v.22 no.1
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• pp.65-87
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• 2017

We propose a method to analyze the user reviews and ratings of the products in the online shopping mall and automatically extracts the features of the products to determine the characteristics of a product. By judging whether a rating is given by a specific feature of a product, our method distributes the score to each feature. Conventional methods force users to wastes time reading overflowing number of reviews and ratings to decide whether to buy the product or not. Moreover, it is difficult to grasp the merits and demerits of the product, because of the way reviews and ratings are provided. It is structured in a way that it is impossible to decide which rating is given to the which characteristics of the product. Therefore, in this paper, to resolve this problem, we propose a method to automatically extract the feature of the product from the user review and distribute the score to appropriate characteristics of the product by calculating the rating of each feature from the overall rating. proposed method collects product reviews and ratings, conducts morphological analysis, and extracts features and emotional words of the products. In addition, a method for determining the polarity of a sentence in which the feature appears is given a weight value for each feature. results of the experiment and the questionnaires comparing the existing methods show the usefulness of the proposed method. We also validates the results by comparing the analysis conducted by the product review experts.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.16 no.1
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• pp.43-69
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• 2005

Generally, brand is the title for discriminating their own goods and service from other competitive company, brand-image means customer's good and bad affection or loyalty the brand of specific company. Customers often choose the goods according to the value of goods brand. In terms of this viewpoint, the value of company's brand is very important factor to the company's success. Brand-image also effects customers on selling company's goods. Specially, to the hotel business that should ensure lots of customer for a long period with the interest and credit of customers, its brand-image is more significant. What the image is looked upon as a important factor in marketing is due to the difficulty of discrimination against goods standardized in price and quality. Therefore, the company's image acts as a more important marketing factor in the high industrial society. Also it means a lot to the customer's purchasing behavior. When the company's brand-image is recognized or discriminated, customer's memory is longer and customer's reliability is raised than other company's advertisement and public information. Nowadays, most of hotels are perceiving the importance on their own brand-image but in the lack of deep study and systematic strategy in reality. The purpose of this study is to research the effect on customer's purchasing intention of hotel brand-image and choice-attribution. The empirical research has been done from 23April, 2004 to 20May, 2004. Data were collected from general customers who are using hotel located in Taegu. In conclusion, hotel brand-image depends highly on, the service quality of hotel staff and reputation of hotel. Besides, this acts on customer's hotel choice decisively.

• Journal of Intelligence and Information Systems
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• v.23 no.3
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• pp.29-44
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• 2017

In Internet commerce, consumers are heavily influenced by product reviews written by other users who have already purchased the product. However, as the product reviews accumulate, it takes a lot of time and effort for consumers to individually check the massive number of product reviews. Moreover, product reviews that are written carelessly actually inconvenience consumers. Thus many online vendors provide mechanisms to identify reviews that customers perceive as most helpful (Cao et al. 2011; Mudambi and Schuff 2010). For example, some online retailers, such as Amazon.com and TripAdvisor, allow users to rate the helpfulness of each review, and use this feedback information to rank and re-order them. However, many reviews have only a few feedbacks or no feedback at all, thus making it hard to identify their helpfulness. Also, it takes time to accumulate feedbacks, thus the newly authored reviews do not have enough ones. For example, only 20% of the reviews in Amazon Review Dataset (Mcauley and Leskovec, 2013) have more than 5 reviews (Yan et al, 2014). The purpose of this study is to analyze the factors affecting the usefulness of online product reviews and to derive a forecasting model that selectively provides product reviews that can be helpful to consumers. In order to do this, we extracted the various linguistic, psychological, and perceptual elements included in product reviews by using text-mining techniques and identifying the determinants among these elements that affect the usability of product reviews. In particular, considering that the characteristics of the product reviews and determinants of usability for apparel products (which are experiential products) and electronic products (which are search goods) can differ, the characteristics of the product reviews were compared within each product group and the determinants were established for each. This study used 7,498 apparel product reviews and 106,962 electronic product reviews from Amazon.com. In order to understand a review text, we first extract linguistic and psychological characteristics from review texts such as a word count, the level of emotional tone and analytical thinking embedded in review text using widely adopted text analysis software LIWC (Linguistic Inquiry and Word Count). After then, we explore the descriptive statistics of review text for each category and statistically compare their differences using t-test. Lastly, we regression analysis using the data mining software RapidMiner to find out determinant factors. As a result of comparing and analyzing product review characteristics of electronic products and apparel products, it was found that reviewers used more words as well as longer sentences when writing product reviews for electronic products. As for the content characteristics of the product reviews, it was found that these reviews included many analytic words, carried more clout, and related to the cognitive processes (CogProc) more so than the apparel product reviews, in addition to including many words expressing negative emotions (NegEmo). On the other hand, the apparel product reviews included more personal, authentic, positive emotions (PosEmo) and perceptual processes (Percept) compared to the electronic product reviews. Next, we analyzed the determinants toward the usefulness of the product reviews between the two product groups. As a result, it was found that product reviews with high product ratings from reviewers in both product groups that were perceived as being useful contained a larger number of total words, many expressions involving perceptual processes, and fewer negative emotions. In addition, apparel product reviews with a large number of comparative expressions, a low expertise index, and concise content with fewer words in each sentence were perceived to be useful. In the case of electronic product reviews, those that were analytical with a high expertise index, along with containing many authentic expressions, cognitive processes, and positive emotions (PosEmo) were perceived to be useful. These findings are expected to help consumers effectively identify useful product reviews in the future.

• Proceedings of the KIEE Conference
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• 2000.11d
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• pp.827-829
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• 2000

오늘날 인터넷 사용자들은 정보의 홍수 속에 놓여있다. 웹사이트에 들어가면 대부분은 자신과 관련 없는 정보들이 쏟아진다. 따라서 인터넷 사용자들의 관심에 맞는 내용을 제 공해주어 시간의 절약과 동시에 사용자에게 가치 있는 정보를 제공할 수 있게 하는 서비스가 필요하다. 이러한 개인화 된 서비스를 제공해주기 위해 사용자에 대한 정확한 분석을 바탕으로 사용자에게 효율적인 서비스를 제공하여야 할 것이다. 따라서 본 논문에서는 사용자 프로파일 및 웹 로그 등을 토대로 각 고객의 성향과 패턴을 정확하게 분석하여, 사용자 각 개인에게 적합하며 효율적인 서비스를 제공해 줄 수 있는 Web Usage Mining 을 통한 사용자 패턴 추출 알고리즘을 개발하고자 한다. 본 논문에서 연구한 Web Usage Mining 알고리즘은 사용자의 웹 사용 습관을 토대로 데이터 마이닝의 과정을 거쳐 사용자의 성향과 관심을 결정하고, 이를 바탕으로 사용자에게 알맞은 내용을 제공할 수 있도록 할 것이다. 이때, 사용자의 정보는 웹 내에서의 행동 중에서 중요하게 사용되는 특정한 페이지를 보는 시간, 웹 서핑 패턴, 전자 상거래 사이트의 경우에는 구매한 상품과 쇼핑 카트에 넣은 상품 등의 관찰된 정보를 기반으로 하며, 개인의 사생활을 침해하지 않는 범위 내에서 이루어지도록 했다.

• Journal of the Korean Society of Costume
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• v.50 no.5
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• pp.103-115
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• 2000

There are various presentation methods of apparel products on the internet shopping mall. The objective of this study was (a) to identify the effect of information supply about the criteria to evaluate a garment according to presentation methods and (b) to investigate the relation between the consumer's evaluation of presentation methods and confidence in purchase decision. For this experiment. 4 presentation methods of jean were selected from internet shopping mall. They were rotating appearance on the body, enlarged product picture, apparel items coordination method and just picture of wearing appearance. Each presentation method was evaluated by panels using questionnaire. Consumer's evaluation of presentation methods were developed 5 point likert scale. The major findings drawn from this study were as follows : 1. There were significant differences in degree of information supply about product criteria according to presentation methods. Enlarged product picture introduction was good for confirmation of sewing state, fabric and detail. Apparel items coordination method was good for judgement of styling and current fashion suitability. 2. Dimension of information evaluation was composed of providing pleasure, utility of information, reliability & attractiveness, negative emotions. All of these factors affect confidence in purchase decision and intention of revisiting the site. The most important factor for confidence in purchase decision making was reliability & attractiveness. as compared to this, intention of revisiting the site was more influenced by providing pleasure.