• Science of Emotion and Sensibility
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• v.18 no.1
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• pp.3-14
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• 2015

An ad endorser's gaze direction is a salient nonverbal cue that consumers use in responding to advertisements. The gaze direction influences consumers' social perceptions (e.g., attractiveness, credibility) of the endorser and advertising effectiveness (e.g., advertising attitudes, brand attitudes). Especially, the cerebral emotional asymmetry hypothesis suggests that an ad endorser's left-averted gaze can produce more positive social perceptions and advertising effectiveness than the right-averted gaze for right-handed consumers. This study examined the effects of three gaze directions (direct, left-averted and right-averted gaze directions) of unknown female ad endorser on Korean males' advertising responses (attractiveness-, credibility- and ad-effectiveness-related responses), using online experimental method. The results indicated that the ad endorser's direct gaze was more likely to increase both positive (correspondence bias) and negative (suspicion, deceptiveness) social perceptions of her than the right-averted gaze. The direct gaze also created more positive advertising effectiveness (advertising attitudes) than the right-averted gaze. However, the study failed to find consistent differences in responses between left-averted gaze and either direct or right-averted gaze.

• Journal of Intelligence and Information Systems
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• v.22 no.1
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• pp.63-82
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• 2016

Individuals gather information online to resolve problems in their daily lives and make various decisions about the purchase of products or services. With the revolutionary development of information technology, Web 2.0 has allowed more people to easily generate and use online reviews such that the volume of information is rapidly increasing, and the usefulness and significance of analyzing the unstructured data have also increased. This paper presents an analysis on the lexical features of expert product reviews to determine their influence on consumers' purchasing decisions. The focus was on how unstructured data can be organized and used in diverse contexts through text mining. In addition, diverse lexical features of expert reviews of contents provided by a third-party review site were extracted and defined. Expert reviews are defined as evaluations by people who have expert knowledge about specific products or services in newspapers or magazines; this type of review is also called a critic review. Consumers who purchased products before the widespread use of the Internet were able to access expert reviews through newspapers or magazines; thus, they were not able to access many of them. Recently, however, major media also now provide online services so that people can more easily and affordably access expert reviews compared to the past. The reason why diverse reviews from experts in several fields are important is that there is an information asymmetry where some information is not shared among consumers and sellers. The information asymmetry can be resolved with information provided by third parties with expertise to consumers. Then, consumers can read expert reviews and make purchasing decisions by considering the abundant information on products or services. Therefore, expert reviews play an important role in consumers' purchasing decisions and the performance of companies across diverse industries. If the influence of qualitative data such as reviews or assessment after the purchase of products can be separately identified from the quantitative data resources, such as the actual quality of products or price, it is possible to identify which aspects of product reviews hamper or promote product sales. Previous studies have focused on the characteristics of the experts themselves, such as the expertise and credibility of sources regarding expert reviews; however, these studies did not suggest the influence of the linguistic features of experts' product reviews on consumers' overall evaluation. However, this study focused on experts' recommendations and evaluations to reveal the lexical features of expert reviews and whether such features influence consumers' overall evaluations and purchasing decisions. Real expert product reviews were analyzed based on the suggested methodology, and five lexical features of expert reviews were ultimately determined. Specifically, the "review depth" (i.e., degree of detail of the expert's product analysis), and "lack of assurance" (i.e., degree of confidence that the expert has in the evaluation) have statistically significant effects on consumers' product evaluations. In contrast, the "positive polarity" (i.e., the degree of positivity of an expert's evaluations) has an insignificant effect, while the "negative polarity" (i.e., the degree of negativity of an expert's evaluations) has a significant negative effect on consumers' product evaluations. Finally, the "social orientation" (i.e., the degree of how many social expressions experts include in their reviews) does not have a significant effect on consumers' product evaluations. In summary, the lexical properties of the product reviews were defined according to each relevant factor. Then, the influence of each linguistic factor of expert reviews on the consumers' final evaluations was tested. In addition, a test was performed on whether each linguistic factor influencing consumers' product evaluations differs depending on the lexical features. The results of these analyses should provide guidelines on how individuals process massive volumes of unstructured data depending on lexical features in various contexts and how companies can use this mechanism from their perspective. This paper provides several theoretical and practical contributions, such as the proposal of a new methodology and its application to real data.

• Fashion & Textile Research Journal
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• v.19 no.2
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• pp.166-179
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• 2017

Fashion industry have been emphasizing on eco-friendly business to enhance their public image. Due to the lack of consumers' awareness and experience of eco fashion advertising, this have resulted in adverse outcomes. Therefore, it is required to develop eco fashion advertisement that meets the public interest of Koreans. This study aims to obtain practical implications which can be applied to further eco fashion advertising. The study examines the public opinion towards eco fashion using Twitter as big data analysis and the protracted implication was provided to consumers as consumer vocabulary to see the advertising effect of consumer vocabulary. In addition, this study focuses on the environmental claim types to identify the most effective advertisement in eco fashion. The results are as follow. Associative claim types had a more positive influence on advertising attitude than substantive claim types. Substantive claim types had a more positive influence on brand cognition than associative claim types. In addition, the moderating effects of consumer vocabulary on advertising attitude and brand cognition were supported in substantive claim types. Advertisement attitude shows positive effects to both brand cognition and brand attitude. It has been proved that brand cognition leads to positive influence towards brand attitude and brand attitude eventually increases consumers' urge to buy products. This study has implication when providing a guideline for eco fashion advertisements.

• Archives of design research
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• v.17 no.4
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• pp.107-118
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• 2004

Nowadays Industrial Design appears to us as provided products in the market through only User Interface and Technical Improvement. Consumer purchasing products intend to grant the meaning for the product by mobilizing his specific feeling and experience the moment he contact products the first time. As metaphorical character shown in the product is named to the Product Language, Industrial designer shall constantly proceed the study on the exact understanding or processing method. As Objects or products using by us imply aesthetical value, it appears to be different according to the diverse condition of products be different according to the diverse condition of products to be used. In case objectivity is unsatisfactory, aesthetic character shown in the product requires new instrumental system. Product analysis applied aesthetical measure of BIRKHOFF can be applied as tool for inherent metaphorical character of product and product development. With this, Design operation shall be much easier. So Application of aesthetical measure is not only a system but a tool giving help to carry out more smooth design process.

• Science of Emotion and Sensibility
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• v.26 no.1
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• pp.101-114
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• 2023

This research aimed to recognize the determinant characteristics affecting consumers' clothing fit evaluation by employing text mining and social network analysis. For this aim, we first extracted text data linked to clothing fit from 2,000 consumer reviews collected from social network services and conducted semantic network examination and CONCOR analysis. As a result, we reported that "pants" and "skirts" were the most commonly associated clothing items with consumers' clothing fit evaluation. And the length of clothing was most commonly investigated. Then, the "waist" and "hip" were the most critical body parts affecting consumers' perception of clothing fit. Further, the four keywords including "wide," "large," "short," and "long" were the most employed ones in consumer reviews when evaluating clothing fit. This study is meaningful in that it specifically recognized the structural relationship and semantic meanings of keywords relevant to consumers' evaluation of clothing fit, which could bring empirical reference information for advanced clothing fit.

• Journal of Convergence for Information Technology
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• v.10 no.10
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• pp.15-23
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• 2020

It is a reality that users do not know well what kind of information protection policy the cloud service provider presents to consumers. The purpose of this study is to find a way to improve the effectiveness of information protection by analyzing the content and linguistic characteristics of information protection policies provided by cloud service providers. In order to achieve the purpose of this study, we investigate the contents of information protection policies of 47 companies that provide cloud services and analyze the influence of linguistic characteristics to come up with a plan to increase the efficiency of cloud services. The research results showed that low readability due to comprehensive expression of technical processing methods, etc., could lead to legal disputes and to hinder the spread of cloud services. The research results can increase the effectiveness of information protection by suggesting items to be provided to users.ing, Privacy, confidentiality, linguistic characteristics, Accounting Information.

• Journal of Digital Convergence
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• v.17 no.9
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• pp.407-420
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• 2019

The purpose of this study is to explore the possibility of measuring advertising effectiveness through the ad evaluation text. The 384 university students were asked to evaluate the positive and negative evaluation ads of high and low involvement products by self-report method and to write ad evaluation text online. The written ad evaluation text were analyzed by KLIWC and to examine the difference between the comment of positive and negative advertising. The results of the analysis are as follows. First, there were differences between positive and negative ads in 17 psychosocial variables. Second, there were differences between positive and negative ads in 9 linguistic variables. Third, there was a significant correlation between KLIWC variables(Positive & negative emotions, inhibition, conviction, physical condition & function and sleep/dreams) and advertising effect variables. This study suggests that the advertising evaluation comment reflects the consumer's psychological reaction to advertising and the possibility of measuring the advertising effectiveness using advertising evaluation text.

• The Journal of Society for e-Business Studies
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• v.24 no.2
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• pp.71-89
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• 2019

In order to come up with satisfying product and improvement, firms use traditional marketing research methods to obtain consumers' opinions and further try to reflect them. Recently, gathering data from consumer communication platforms like internet and SNS has become popular methods. Meanwhile, with the development of information technology, mobile companies are launching new digital products for children to protect them from harmful content and provide them with necessary functions and information. Among these digital products, Kids Phone, which is a wearable device with safe functions that enable parents to learn childern's location. Kids phone is relatively cheaper and simpler than smartphone but it is noted that there are several problems such as some useless functions and frequent breakdowns. This study analyzes the reviews of Kids phones from domestic mobile companies, identifies the characteristics, strengths and weaknesses of the products, proposes improvement methods strategies for devices and services through SNS consumer analysis. In order to do that customer review data from online shopping malls was gathered and was further analyzed through text mining methods such as TF/IDF, Sentiment Analysis, and network analysis. Customer review data was gathered through crawling Online shopping Mall and Naver Blog/$Caf\acute{e}$. Data analysis and visualization was done using 'R', 'Textom', and 'Python'. Such analysis allowed us to figure out main issues and recent trends regarding kids phones and to suggest possible service improvement strategies based on sentiment analysis.

• Journal of Korea Multimedia Society
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• v.8 no.3
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• pp.413-420
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• 2005

In this paper, we describe a design and implementation of Web Services that convert WML(Wireless Markup Language) Page into .NET Mobile Web Page. The Web Services has an advantage that is available everybody without restriction oi platform and programming language. In this paper, we implement the Web Services Provider providing of converting system and the Web Services Consumer using this system. The Clients can get results of .NET Mobile Web Page without difficulty through Web Server because of implementation of Web Services Consumer using Web Services. Also the clients can develop new application using Web Services without respect of its implement process.

• The Journal of the Korea Contents Association
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• v.8 no.3
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• pp.97-106
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• 2008

'Hoon's family story' is worth analysing because it is appreciated one of excellent advertising campaigns made success of gaining social sympathy and inducing interaction on media. And advertisements expressions have been regarded as the tort that we should analyze by semiotic methods. This paper provides possibilities of the advertisement analysis matrix for analysing significations of this campaign based on theories of Roland Barthes and Roman Jakobson for advertising planners and designers.