• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.66-77
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• 2015

The main objective of this study was to identify the difference in the perceptions of the product attributes and the expected benefits for consumers and professionals in the performing arts industry. First, the Delphi method by using email and telephone was used to explore the professionals' perceptions of the attributes of performing arts and the expected benefits. Second, on-line consumer survey was used to explore the consumer perceptions of the attributes of performing arts and the expected benefits. Finally, this study tried to draw some difference of perceptions from both professionals and consumers. Contents of the arts, location of a theater, ticket price, relief of stress, and improvement of lifestyle were found to be commonly important factors for both parties. Among them, statistical differences between two groups were confirmed in the factors such as the reputations of the cast members and theatres, locations of theatres, and time duration of a performance.

• The Journal of the Korea Contents Association
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• v.21 no.8
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• pp.177-183
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• 2021

This empirical study aims to find the factors to affect purchasing dairy products between the expert group and consumer group and also find the difference between the groups and the reasons, using AHP. Based on the results of the previous studies, four main factors were selected and they are products, marketing, quality, and social factors. Then, we surveyed the groups of consumers and experts, conducted AHP analysis, and compared the gaps between the groups. The factor of marketing, especially the sub-factor of brand, was found out the most biggest difference, followed by the sub-factor of hygiene in the factor of quality. The results of this study can contribute to the dairy industry to see the difference between the expert and consumer groups' choices.

• 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.

• Asia Marketing Journal
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• v.3 no.4
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• pp.38-58
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• 2001

본 연구는 소비자들이 제품을 평가하는 과정에서 각 유형의 단서정보들이 평가과정에 어떻게 영향을 주는지를 살펴 봄으로써, 이론적으로는 정보단서와 관련하여 소비자의 제품평가 및 판단과정을 설명하는 기본적인 틀을 제시하고, 이를 통해 기업의 마케팅 및 광고전략에 대한 관리적 시사점을 제공하였다. 본 연구에서 이용된 단서의 유형은 외재적 단서(extrinsic cues)와 내재적 단서(intrinsic cues)를 이용하였다(Olson 1972; Olson and Jacoby 1973). 분석결과에 따르면 비전문가의 경우 내재적 단서는 제품평가에 영향을 미치지 못하지만 외재적 단서는 제품평가를 좀 더 우호적으로 수행하는 역할을 하였다. 이와는 달리 전문가는 외재적 단서가 아닌 내재적 단서가 제품평가에 영향을 미치는 것으로 나타났다. 그리고 전문가는 내재적 단서 관련 사고를 더 많이 하며 강한 내재적 단서에 접근 가능할수록 그 성향이 증가하나 비전문가의 경우에는 외재적 단서 관련 사고를 더 많이 함으로써 외재적 단서를 더 많이 처리한다. 그러나 비전문가는 전문가와는 달리 외재적 단서의 강도가 단서 관련 사고의 수를 증가시키지는 않는 것을 알 수 있다. 또한 전문가는 내재적 단서관련사고의 우호성이, 반대로 비전문가는 외재적 단서관련사고의 우호성이 제품평가에 미치는 영향을 매개하는 것으로 나타났다. 이러한 연구결과는 소비자의 제품평가과정에서 단서의 효과에 따른 영향을 제시해주는 유용한 개념적인 틀이 될 것이며 향후 연구에서 다양한 확장연구가 필요할 것이다.

• Journal of Families and Better Life
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• v.22 no.2
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• pp.59-67
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• 2004

As we enter into the 21C, it is important to reassess the knowledge and skills that are necessary for individual consumers and consumer professionals to be able to function efficiently in the rapidly changing society, and also to develop teaching tools fit to enhance the teaming of such knowledge and skills. The Purpose of this study is three-folds: 1) to identify key competencies necessary in the 21C consumer education, especially in higher education institutions, 2) to suggest 'experiential learning' as an ideal pedagogical tool for consumer education in the 21C century, and 3) to provide an example from an undergraduate classroom in the U.S. that applies 'service learning' as a teaching tool in a consumer studies curriculum. Discussions about the potentials for expanding this learning strategy are also provided.

• 소프트웨어세계
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• s.6
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• pp.202-207
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• 2003

• The Monthly Technology and Standards
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• s.78
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• pp.63-64
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• 2008

• 소프트웨어세계
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• s.2
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• pp.98-99
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• 1994

• 소프트웨어세계
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• s.2
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• pp.104-105
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• 1994

• Korea Petroleum Association Journal
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• s.266
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• pp.38-41
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• 2008