• 한국정보시스템학회지:정보시스템연구
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• 제32권4호
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• pp.29-50
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• 2023

Purpose The impact of online reviews is widely acknowledged, with extensive research focused on text-based reviews. However, there's a lack of research regarding reviews in video format. To address this gap, this study aims to explore the connection between company-sponsored product review videos and the extent of directive speech within them. This article analyzed viewer sentiments expressed in video comments based on the level of directive speech used by the presenter. Design/methodology/approach This study involved analyzing speech acts in review videos based on sponsorship and examining consumer reactions through sentiment analysis of comments. We used Speech Act theory to perform the analysis. Findings YouTubers who receive company sponsorship for review videos tend to employ more directive speech. Furthermore, this increased use of directive speech is associated with a higher occurrence of negative consumer comments. This study's outcomes are valuable for the realm of user-generated content and natural language processing, offering practical insights for YouTube marketing strategies.

• 감성과학
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• 제12권1호
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• pp.87-96
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• 2009

디자인 조형화 과정에 있어서 최근에는 소비자들의 참여가 점차 늘어나고 있는 추세이며, 소비자들은 제품의 형태에 대한 직접적인 평가나 제안을 하기도 하며, 기업에서도 이러한 소비자들의 참여를 유도하기 위한 다양한 방안을 제시하고 있다. 하지만 근본적으로 제품의 형태를 다루는 데에 있어서 소비자와 디자이너는 어느 정도의 시각 차이를 가지고 있으며, 이는 곧 제품 조형화 과정에 있어서 소비자와 디자이너의 효과적인 커뮤니케이션에 방해요소로 작용하고 있다. 이를 해결하기 위해 소비자와 디자이너의 제품 형태에 대한 감성반응에 대한 특징을 통해 소비자의 감성반응을 이끌어 낼 수 있는 효과적인 가이드라인을 알아보는 방법을 연구하였다. 이러한 소비자와 디자이너의 제품 형태에 대한 감성반응을 알아보기 위한 실험을 진행하였는데, 먼저 제품 형태 기반의 감성 이미지 어휘에 대한 정립을 진행하였다. 정립된 이미지 어휘를 기반으로 각각 소비자와 디자이너에게 동일한 실험을 진행하였다. 실험 결과, 소비자와 디자이너의 형태에 대한 감성 반응은 유의한 성향을 띄게 되는데 이 때 디자이너가 소비자에 비해 보다 극적인 반응을 나타내는 특징이 나타났다.

• 산경연구논집
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• 제5권2호
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• pp.21-28
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• 2014

Purpose - This study aims to understand the brand marketing of agricultural products and redefine their status in South Korea by analyzing impacts on consumer buying behaviors. Research design, data, and methodology - Products, with independent variables, were divided into agricultural brand products and generic products. Dependent variables were limited to expanding sales of a specialty brand through consumer awareness, consumer buying behavior, and confidence in agricultural products' quality. Control variables were based on characteristics of products such as freshness, safety, quality, and their category. Moderating effects were examined on consumer characteristics, including income levels and age. Results - Consumers increasingly purchased agricultural brand products rather than generic agricultural products because of the general reliability of quality assurance. Conclusions - Large agricultural specialty stores have enhanced the perceptions of quality assurance, freshness, safety, and diversity. Through a critical analysis of the domestic consumer income levels and age, gender, and demographic factors, such as agricultural consumer buying behavior not affecting consumers' health and life, this study proposes positive changes in quality perception.

• The Journal of Asian Finance, Economics and Business
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• 제7권6호
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• pp.233-240
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• 2020

This study uses the moderating model to explore the relationships between Corporate Social Responsibility (CSR) associations, brand awareness and consumer purchase intention. Besides investigating the direct effects of CSR associations on brand awareness and consumer purchase intention, this study also focuses on discovering the moderating role of CSR associations on the relationship between brand awareness and consumer purchase intention among Vietnamese students. Adapting scales from previous research, the authors distribute questionnaires to consumers across the country. Then, the validity and reliability are tested via Cronbach's alpha, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Moreover, by employing a meta-analytical path analysis with a sample of 686 consumers, the authors show that CSR associations play an important role in shaping purchase intention among Vietnamese consumers regarding the consumption of organic milk products. Also, CSR associations have a strong effect on brand awareness. However, our study shows that purchase intention is not directly affected by brand awareness. In other words, brand awareness does not mediate the relationship between CSR associations and purchase intention. Interestingly, authors show that CSR associations moderate the link between brand awareness and consumer purchase intention. Based on the research, some recommendations are made to companies that produce organic milk products.

• International Journal of Advanced Culture Technology
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• 제11권3호
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• pp.163-171
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• 2023

A blind box is a kind of sales method in that you can only get the product information by opening the package. In 2019, blind box products began to grow rapidly in the Chinese market, and gradually formed a special "blind box economy". The particularity of blind box products is that driven by consumers' curiosity, consumers' purchasing behavior can be directly induced by the visual and tactile perception of commodity packaging. Therefore, it is necessary to explore the psychological needs of consumers and master the blind box packaging design elements under the influence of consumer psychology. This paper takes figurine blind box packaging elements as the research scope and Chinese blind box consumers as the research object. Through market research and literature study, We are designed to conduct a questionnaire survey and SPSS empirical study to find out the differences in the preferences of different consumer temperament types for blind box packaging, taking the characteristics of blind box products and consumer psychology as the relevant theoretical background. The research results show that among the blind box consumers, choleric type consumers predominate, the color of the blind box packaging presents red, orange, and yellow preference, and the material presents metal, and plastic preference. The shape of the blind box shows a preference for special shape.

• 한국시스템다이내믹스연구
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• 제13권4호
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• pp.33-55
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• 2012

The research is to identify important diffusion factors and their effects on green car diffusion process using system dynamics perspectives and a causal-loop analysis. Through a deep review on previous research, we have found the important factors of green car diffusion process. Price, driving range, network effect, recharge system, fuel cost had important facilitation on consumer attraction and green car diffusion. Based on the review, we have constructed a causal loop diagram explaining hybrid car diffusion process. We have found 3 important reinforcing loops in the causal loop diagram. Loop for learning & economies of scale(supply side), loop for network effect(consumer side), and loop for battery development(technology side) had most significant roles in the whole diffusion process. Through a deliberate analysis on the 3 causal loops, we have found meaningful results. First, there seems to exist a critical mass in the diffusion. Second, of the 3 loops, the battery technology had most significant role. Third, not consumer installed base but sales must be a standard to decide whether the critical mass is achieved or not. Based on these findings, several meaningful implications are suggested for the government and corporations related to the green car industries.

• 대한가정학회지
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• 제46권3호
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• pp.103-116
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• 2008

With increasing of communication technology in cyber-space, the space of consumer complain behavior moved from off-line to on-line, so called anti-site. No researches, however, really have done how the anti-sites worked for promoting consumer rights through consumer complain behaviors in cyber space. The purpose of this research was to give some suggestions for activating anti-site for promoting consumer rights. For this purpose, questionnaire on-line survey was conducted from April, 12 to 24, 2004. And 143 samples, who were visiting anti-site during survey period, were selected. Main findings were as following: First, visitors had rather positive confidence with informations in anti-sites. Second, visitors thought that anti-sites were working rather well in implementing consumer movement by sharing their experiences, and by supporting complaining space in cyber. Visitors, however, thought that anti-sites were not working well as a space for companies, not by giving their attentions on consumers' complains. Third, the satisfaction level of visitors was found to be rather high in terms of informations in anti-sites, and to be rather low in terms of companies' attentions on anti-sites and management of anti-sites. Based on results, some suggestions of activating anti-site for promoting consumer rights were as following: First, visitors should not only get information, but support new and useful informations for others. And also it was suggested that visitors should join consumer movement through anti-site actively. Second, companies should pay attentions on anti-sites for their sake because anti-sites could give very useful information improving customer satisfaction, and finally reducing cost and increasing profit.

• Human Ecology Research
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• 제55권4호
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• pp.399-417
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• 2017

The recent globalization of the consumer market has highlighted the importance of a brand; subsequently, brand extension is strategically used to launch of various products and services. Especially, various and new services based on information and communication technology for the convenience of consumers have been provided continuously. This study examined consumer's evaluation for brand extension centered on the brand extension as a mobile payment service through consumer propensity and familiarity as well as attitude toward a brand. The research is as follows. First, it shows that self-efficacy and implicit theories among consumer characteristics positively influence familiarity and attitude toward a brand. Second, it shows that the planned consumption tendency among consumption characteristics of a consumer positively affect familiarity toward a brand. Third, it is confirmed that the brand extension on parents brand affects the attitude towards brand extension, and the attitude towards brand extension is connected to a willingness to recommend through the purchase intention. This study empirically confirms the importance of consumer propensity, the consumer's perception, and evaluation towards the brand extension of the company as well as the continuous efforts and required company activities to build and form a positive attitude and familiarity of consumers for the brand. This study can be used as basic data for the strategy development of brand extensions in service companies.

• 유통과학연구
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• 제19권11호
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• pp.69-80
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• 2021

Purpose: Consumers have unique behaviors that are classified based on their interests and considerations before buying. They are predicted will change due to the pandemic of COVID-19. This study provides insights for retailers about the dynamic of consumer behavior before and during the pandemic, including future predictions. Research design, data and methodology: The Preferred Reporting Items for Systematic Review and Meta-Analysis (PRISMA) statement was applied in this study. Seven studies that were selected from five databases meet the criteria for cohort and cross-sectional analyses of gender, age, store types, and environmental concerns. Results: Consumer's gender and age contribute to consumer behavior change. Both offline and online stores can be integrated as omnichannel rather than substitute each other. Product distribution and consumer budget need to be reevaluated by retailers, while internet security is the most essential factor when developing their online transactions. Conclusions: COVID-19 pandemic has a significant impact on changing consumer behavior in most countries. Retailers are encouraged to adapt to the changes by modifying their business model with technology. However, it is still speculated and cannot be generalized due to different cultural and contextual factors. Future studies are always needed to synchronize along with the transition of consumers' behavior.

• Industrial Engineering and Management Systems
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• 제14권2호
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• pp.183-195
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• 2015

In this paper, we propose a two-stage group acceptance sampling plan for generalized inverted exponential distribution under truncated life test. Median life is considered as a quality parameter. Design parameters are obtained to ensure that true median life is longer than a given specified life at certain level of consumer's risk and producer's risk. We also explore situations under which design parameters based on median lifetime can be used for other percentile points. Tables and specific examples are reported to explain the proposed plans. Finally a real data set is analyzed to implement the plans in practical situations and some suggestions are given.