• The Journal of Information Systems
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• v.32 no.2
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• pp.63-85
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• 2023

Purpose According to a recent survey, more than 90% of customers make purchase or use decisions for their products and services, primarily based on word-of-mouth(WOM) information (reviews, recommendations, ratings, etc.). However, few studies have explored what factors influence user's WOM intention in the context of OTT service. To address this gap, this study investigates the antecedent factors of WOM intention by adopting stimulus-organism-response (SOR) theory and pleasure arousal dominance (PAD) theory as a theoretical basis. Design/methodology/approach The research model consists of stimulus factors (diversity of original content, aesthetics, interactivity, personalization quality), emotional factors (pleasure, excitement, dominance), and behavioral factor (WOM intention). The research hypothesis was tested using the survey data collected from OTT service users of 305. Findings The result reveals that diversity of original content significantly affects on pleasure and arousal whereas it is not associated with dominance. Findings indicate that aesthetics positively influences pleasure, and interactivity is not associated with arousal. It is also proven that personalization quality has a positive effect on dominance. In addition, pleasure, arousal, and domination are proven to be positively and significantly related to WOM intention.

• Korean Journal of Human Ecology
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• v.17 no.3
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• pp.493-500
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• 2008

The purposes of this study were to investigate the factors of affect induced by fashion advertising and to analyze the effects of affect on advertising effects: advertising preference, brand preference, and purchase intention. A total of 400 college students were surveyed in September, 2006, using 4 TV fashion advertisements(Bean pole, Bang bang, Nike, and Adidas). The data were analyzed with factor analysis, multiple regression analysis, ANOVA, Scheffe Test, Cronbach's $\alpha$, and path analysis, using the SPSS 12.0. The results were as follows; 1) Two factors of affect were identified: 'pleasure' and 'domination and arousal'; 2) There were differences of induced affect factors, advertising preference, brand preference, and purchase intention among 4 TV fashion advertisements; 3) Advertising preference was more affected by 'pleasure' than by 'domination and arousal'; 4) Brand preference was affected by advertising preference, 'domination and arousal' and 'pleasure' in order of significance; and 5) Purchase intention was affected by brand preference, 'domination and arousal', advertising preference, and 'pleasure' in order of significance.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.35 no.2
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• pp.64-70
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• 2012

This paper presents a statistical analysis method for the selection of electroencephalogram (EEG) electrode positions and spectral features to recognize emotion, where emotional valence and arousal are classified into three and two levels, respectively. Ten experiments for a subject were performed under three categorized IAPS (International Affective Picture System) pictures, i.e., high valence and high arousal, medium valence and low arousal, and low valence and high arousal. The electroencephalogram was recorded from 12 sites according to the international 10~20 system referenced to Cz. The statistical analysis approach using ANOVA with Tukey's HSD is employed to identify statistically significant EEG electrode positions and spectral features in the emotion recognition.

• Proceedings of the IEEK Conference
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• 2006.06a
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• pp.819-820
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• 2006

The purpose of this study is to develop an automatic algorithm to detect the arousal events. The proposed method is based on time-frequency analysis and the support vector machine classifier using single channel electroencephalogram. To extract features, first we computed 6 indices to find out the information of sleep states. Next powers of each of 4 frequency bands were computed using spectrogram of arousal region. And finally we computed variations of power of EEG frequency to detect arousals. The performance has been assessed using polysomnographic recordings of twenty patients with sleep apnea, snoring and excessive daytime sleepiness. We have shown that proposed method was effective for detecting the arousal events.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2020.11a
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• pp.79-82
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• 2020

얼굴 영상으로부터 사람의 감정을 예측하는 연구는 최근 딥러닝의 발전과 함께 주목받고 있다. 본 연구에서 우리는 연속적인 변수를 사용하여 감정을 표현하는 dimensional model에 기반하여 얼굴 영상으로부터 감정 상태를 나타내는 지표인 valance/arousal(V/A)을 예측하는 딥러닝 네트워크를 제안한다. 그러나 V/A 예측 모델의 학습에 사용되는 기존의 데이터셋들은 데이터 불균형(data imbalance) 문제를 가진다. 이를 해소하기 위해, 우리는 오토인코더 구조를 가지는 얼굴 영상 생성 네트워크를 학습하고, 이로부터 얻어지는 균일한 분포의 데이터로부터 V/A 예측 네트워크를 학습한다. 실험을 통해 우리는 제안하는 얼굴 생성 오토인코더가 in-the-wild 환경의 데이터셋으로부터 임의의 valence, arousal에 대응하는 얼굴 영상을 성공적으로 생생함을 보인다. 그리고, 이를 통해 학습된 V/A 예측 네트워크가 기존의 under-sampling, over-sampling 방영들과 비교하여 더 높은 인식 성능을 달성함을 보인다. 마지막으로 기존의 방법들과 제안하는 V/A 예측 네트워크의 성능을 정량적으로 비교한다.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.3
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• pp.544-553
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• 2016

Subjects consisting of 335 middle school students were analyzed using arousal seeking tendency scales to determine the effect on student's scores on scales for physical education intrinsic motivation and physical education attitude. The data were subjected to frequency analysis, correlation analysis, reliability analysis, exploratory factor analysis, and multiple regression analysis as statistical methods. The results were as follows. In the subscales of arousal seeking tendency, novelty seeking positively influenced interest, efforts, and competence. In the subscales of arousal seeking tendency, novelty seeking positively influenced physical education attitude, but thrill seeking negatively influenced health and fitness only. In the subscales of physical education intrinsic motivation, interest and efforts positively influenced physical education attitude, while both competence and tension partly influenced it. These findings indicate that improving both attitude and intrinsic motivation of middle school students toward physical education would require a method of teaching and learning that encourages students′ novelty seeking in the subscales of arousal seeking tendency.

• The Transactions of The Korean Institute of Electrical Engineers
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• v.63 no.9
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• pp.1286-1293
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• 2014

Typically, studies through the simulation system have been progressed, because the evaluation of the driver's arousal state about the service of a actual train has risk of safety for the driver. When configured event same as the real in simulation system, the ability to cope with an accident situation may be the same each other. But the difference in the state of tension or arousal will occur. In this study, requested to cooperate with the railways in order to escape from these constraints, and the target of the experiment was to real engineer service. I was set about experiment when the train was stopped as safe as possible. As a result, the beta wave of EEG signals that representing complex calculations or anxiety is increased rapidly on the basis of a flag station from at the time of departure. The size of the electrodermal activity signal in response to movement of the body gave a noticeable. In terms of HRV, if the train approach a flag station gradually and the R-R interval is narrowed. So that the driver can be estimated as arousal state. In accordance with this study, if the quantitative standard of arousal state be based on the driver's biosignals will provide, it will be able to take advantage of development the system that would prevent train accidents caused by human error.

• Korean Journal of Cognitive Science
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• v.21 no.1
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• pp.127-143
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• 2010

This study explores children's sex differences of emotion discrimination from facial expressions based on two dimensional model of emotion. The study group consisted of 92 children, of 40, 52, and 64 months of age, and the rate of male and female children was male children (50%) and female children (50%). Children of 92 were required to choose facial expressions related the twelve emotion terms. Facial expressions applied for experiment are used the photographs rated the degree of expression in each of the two dimensions (pleasure-displeasure dimension and arousal-sleep dimension) on a nine-point scale from 54 university students. The experimental findings appeared that the sex differences were distinctly the arousal-sleep dimension than the pleasure-displeasure dimension. In the arousal-sleep dimensionoussleepness, anger, comfort, and loneliness' emotions showed large sex differences over 1 value. Especially, while male children showed high arousal more than female children in the emotions like 'sleepiness, anger and loneliness', female children showed high arousal more than male children in 'comfort' emotion.

• Korean Journal of Cognitive Science
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• v.28 no.1
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• pp.43-64
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• 2017

The purpose of the current study is to investigate how task-irrelevant affective priming affects higher cognitive function. In the study, we selected prime stimuli from International Affective Picture System(IAPS) and examined if they influence participants' performance of syllogistic reasoning task when they are task-irrelevant. In Experiment 1, arousal of IAPS stimuli was controlled while valence of the stimuli was manipulated. In Experiment 2, valence of IAPS stimuli was controlled while arousal of stimuli was manipulated. In both experiments, task-irrelevant affective primes were followed by syllogistic reasoning tasks consisting of three sentences and measured accuracies of task performance. The results showed that valence of affective prime affected logical validity of reasoning and belief-bias whereas arousal of affective primes did not yield any difference. That is, positive valence facilitated logical and analytic processing by reducing belief-bias while arousal did not affect reasoning task performance. These results suggest that dimensions of valence and arousal independently influence higher cognitive function.

• Journal of the Architectural Institute of Korea Planning & Design
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• v.34 no.2
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• pp.67-74
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• 2018

The purpose of this study was to analyze relationship between emotion and behavior with the color images of indoor space in hotels. The study methods evaluation experiments of emotion and behavior with computer graphic images. Study results are as follows: First, The color image according to the indoor space had a significant influence on the user's emotions. Lobby and restaurant had difference in pleasure arousal emotion by color image, and also guest room had difference in pleasure dominance emotion by color image. Second, The color image according to the indoor space had a significant influence on the user's behavior. Also lobby and restaurant had difference in movement hobby eating resting behavior by color image, and guest room had difference in hobby eating resting behavior by color image. Third, As a result of analyzing the effect of user's emotions on the behavior according to the indoor space: In the lobby, the more un-arousal increasing of users, the more hobby resting behavior increasing. And the more dominance increasing of users, the more movement hobby eating resting behavior increasing. In the restaurant, the more dominance increasing of users, the more movement eating hobby behavior increasing. The more arousal increasing of users, the more movement resting behavior increasing. The more un-arousal increasing of users, the more hobby eating behavior increasing. In the guest room, the more un-arousal dominance increasing of users, the more hobby eating resting behavior increasing. And also the more arousal increasing of users, the more movement behavior increasing.