• 한국IT서비스학회지
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• 제14권4호
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• pp.159-169
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• 2015

Customer reviews are one of the important sources for purchase decision makings in online stores. Online stores have tried to provide useful reviews in product pages to customers. To assess the usefulness of customer reviews before other users have voted enough on the reviews, diverse aspects of reviews were utilized in prevous studies. Style and semantic information were utilized in many studies. This study aims to test diverse alogrithms and datasets for identifying a proper classification method and threshold to classify useful reviews. In particular, most researches utilized ratio type helpfulness index as Amazon.com used. However, there is another type of usefulness index utilized in TripAdviser.com or Yelp.com, count type helpfulness index. There was no proper threshold to classify useful reviews yet for count type helpfulness index. This study used reivews and their usefulness votes on restaurnats from Yelp.com to devise diverse datasets and applied text mining approaches to classify useful reviews. Random Forest, SVM, and GLMNET showed the greater values of accuracy than other approaches.

• 경영과학
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• 제17권3호
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• pp.161-180
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• 2000

The purpose of this paper is to propose an analytical model for evaluating Internet Web sites, that is comprehensive and flexible enough to accomodate different categories of Internet Web sites. This paper is intended to identify critical success factors of Internet Web sites to determine criteria for evaluating the Web sites, and use the criteria to develop a framework for comprehensive evaluation of Internet Web sites. The framework consists of eight categories, including design, business functions, trustworthiness, interface, technology, community, contents, and others. An empirical study designed to validated the framework has been conducted for each of the three Web site categories, including (1) information provision, (2) product sale, and (3) customer service. The results show that ‘content ’ is the most important for information provision Web sites, ‘trustworthiness’for product sale Web sites, and ‘design’ for customer service Web sites. The framework may be used not only as a tool to evaluate Internet Web sites, but also as a checklist to improve the quality of a Web site that is under development.

• 무역상무연구
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• 제71권
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• pp.325-350
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• 2016

As the new competitive environment become more global, technologically oriented and customer driven, as customers continually demand higher quality, faster response, and greater reliability of products and services, the new global market demands a more customer responsive behaviour by companies and firms have responded with innovative products and improved manufacturing processes to manufacture products. Further, the shift from traditional manufacturing and purchasing to JIT manufacturing and purchasing requires customers and suppliers to shift from adversarial relationships to strategic partnerships, and information sharing, so as to attain flexibility, reliability, and speed. SCM practices such as supplier collaboration and information sharing is considered as a key to attaining supplier network responsiveness and enhancing the product innovation and the market access time. The current research investigates the effect of SCM practices on supplier network responsiveness, the product innovation and the market access time of export companies. Thus by providing empirical evidence of the said relationships, this study offers useful guidelines for measuring and improving the supplier network responsiveness of a firm, facilitating further research in the area.

• 경영과학
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• 제23권1호
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• pp.87-113
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• 2006

This paper describes a comprehensive approach to examine how technological innovation contributes to the renewal of the firm's competences through its dynamic and reciprocal relationship with R&D and product commercialization. Three theories of technology and innovation (R&D and technological knowledge concept, product-process concept, technological interdependence concept) are used to relate technology and innovation to strategic management. Based on those theories, this paper attempts to identify dynamic relationship between product innovation and process innovation by system dynamics, by investigating the aspect of the dynamic changes of the closed feedback circulation structure in which R&D investments drive technological knowledge accumulation, and such knowledge accumulation actualizes product innovation and process innovation, subsequently resulting in the increase of productivity, customer satisfaction, profit generation, and re-investment on R&D from the created profits. This provides the ability to assess the advantages and disadvantages of different technological innovation strategies and commitments, and the opportunity to explore equilibrium point and suggest a generalized technological innovation model under different industry environment parameters and time-strategies.

• 경영정보학연구
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• 제17권3호
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• pp.95-111
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• 2015

추천시스템은 과거 구매행동을 통해 사용자가 향후 구매할 것이라 예상되는 제품을 자동으로 검색하여 제공하는 시스템이다. 이러한 추천시스템은 여러 전자상거래 업체에서 도입하고 있으며, 사용자의 편의성 및 수익에 긍정적인 영향을 미치고 있다. 하지만 사용자가 어떠한 기준을 가지고 제품을 평가하는지, 어떠한 요소가 구매 의사 결정에 영향을 미치는지는 반영할 수 없다는 한계가 있다. 이에 본 연구에서는 사용자가 직접 작성한 구매후기를 통해, 사용자 별 제품 평가요소를 활용할 수 있는 추천 모형 알고리즘을 개발하였다. 토픽 모델링을 활용하여 사용자들의 구매후기를 분석하였으며, 이러한 후기의 특성이 반영된 커널과 평가 점수가 반영된 커널 등을 함께 활용하여 다중 커널 학습 기반의 추천 모형을 개발하였다. 또한, 이러한 모형을 BestBuy 사례에 적용하여 검증하였다. 검증 결과, 기존 협업적 필터링 알고리즘보다 다중 커널 학습에 의한 추천 모형의 정확도가 우수하였고, 구매후기의 유사성을 반영하였기에, 사용자가 어떠한 요소를 평가하는지를 확인할 수 있었다. 또한, 기존 협업적 필터링 알고리즘보다 다양한 제품에 대한 추천이 가능함을 확인할 수 있었다. 본 연구는 토픽 모델링과 커널 학습 기반을 사용한 융합적인 추천모형으로서, 온라인 추천시스템의 새로운 방법을 제안한다.

• 한국IT서비스학회지
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• 제11권3호
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• pp.103-127
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• 2012

With the advent of SNS (Social Network Services), the product reviews by friends in SNS are intensively utilized for online marketing. However, there is a lack of empirical evidence on the actual marketing effect of SNS reviews, although we need to identify who can be the target of SNS marketing in terms of customer attributes, preferences, or experiences. In this study, we investigate the moderating role of customer attributes in identifying the effect of SNS reviews on customer purchasing decision. As the moderating variables, we adopt 'information search experience' and 'perception of information overload'. Research results evidence that, in order to understand the effect of SNS reviews in a comprehensive manner, we need to examine it in the context of various related factors such as 'information search experience' and 'perception of information overload'. The results show that the persuading effect of SNS reviews for product purchasing is stronger for the customers with the lower information search experiences as well as the lower perception on the information overload on the web. This result delivers managerial implications on who can be the target customers of SNS marketing.

• 한국식생활문화학회지
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• 제26권2호
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• pp.113-119
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• 2011

The purpose of this study was to survey Chinese university or college students' preference for and satisfaction with Korean food in the Daegu and Gyeongbuk areas. A questionnaire developed from literature review included a series of questions about Korean food that included preference, satisfaction, product quality, and customer satisfaction. We analyzed 240 valid responses. Statistical analyses, including frequence, IPA, factor analysis, and regression were performed using SPSS software. Of the 41 kinds of Korean food included, the students' average preference was 3.24 and satisfaction was 3.23 on a 5-point scale. The students questioned preferred Bulgogi (3.99), Galbigui (3.92), Galbitang (3.88), Galbizzim (3.87), and Samgyeopsal (3.86) to other Korean foods. With regard to satisfaction, Bulgogi (3.94) was chosen by Chinese students as the most satisfying Korean food, followed by Galbitang (3.80) and Galbigui (3.80). The perceived quality of the Korean food also had a significant influence on customer satisfaction.

• 감성과학
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• 제24권4호
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• pp.79-90
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• 2021

Consumers have an increasingly active role in the marketing cycle, using social media channels to create, distribute, and consume digital content. In this context, this paper investigates the impact of user- and marketer-generated content on consumer purchase intentions and the approach to designing an effective social media marketing platform. Referencing a literature review of social media marketing and consumer purchase intentions, a case study of the social media-marketing platform, 0.8L, was undertaken using both qualitative and quantitative results through content analysis and a participatory survey. First, about 450 consumer reviews for ten sunscreen products posted on the 0.8L platform were compared with products' marketer-generated content. Next, 55 subjects participated in a survey regarding purchase intentions toward moisturizing creams on the 0.8L platform. The results indicated that user-generated content (i.e., texts and photos) provided more personal experiences of the product usage process, whereas marketers focused on distinctive product photos and features. Moreover, customer reviews (particularly high volume and narrative format) had more impact on purchase decisions than marketer information in the online cosmetics market. Real users' honest reviews (both positive and negative) were found to aid companies' prompt and straightforward assessment of newly released products. In addition to the importance of customer-driven marketing practices, distinctive user experience design features of a competitive social media-marketing platform are identified to facilitate the creation and sharing of sincere customer reviews that resonate with potential buyers.

• 경영과정보연구
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• 제29권4호
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• pp.67-88
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• 2010

본 연구의 목적은 인터넷 오픈마켓에서 제공하는 각종 정보에 대한 만족도가 고객 신뢰 및 미래행동 의도에 미치는 영향관계를 살펴보는 것이다. 이러한 연구목적을 달성하기 위하여 관련 선행문헌에 관한 종합적 고찰결과를 토대로 오픈마켓의 중요한 정보 만족도 요인으로 판매자 정보 만족도, 상품 정보 만족도, 거래절차 정보 만족도 등의 세 가지 요인을 도출하였고, 이들 오픈마켓의 정보 만족도 요인들이 고객 신뢰를 거쳐 재구매의도 및 호의적 구전의도와 같은 미래행동 의도를 형성하게 되는 구조적 관계에 관한 연구모델과 가설을 수립하였다. 본 연구의 실증분석 결과를 요약해 보면 다음과 같다. 첫째, 오픈마켓에서 제공하는 판매자 정보, 상품 정보, 거래절차 정보 등 세 가지 정보 만족도 요인 모두가 고객 신뢰에 긍정적인 영향을 미치는 것으로 밝혀졌다. 둘째, 오픈마켓에 대한 고객 신뢰는 재구매의도에는 긍정적인 영향을 미치는 반면 호의적 구전의도에는 별다른 영향을 미치지 못하는 것으로 밝혀졌다. 가설검정 결과를 토대로 논의를 수행하였으며, 오픈마켓 운영자 및 입점 판매자의 고객 신뢰 확보 및 성과 향상 방안을 제안하였고, 관련 분야 연구자들의 추가적 연구 수행을 위한 유의미한 시사점을 제공하였다.

• 한국의류학회지
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• 제35권7호
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• pp.761-774
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• 2011

This study investigated the consumer review information considered important by consumers when making a purchase decision to buy apparel products online. Data were collected through focus group interviews. Eleven females in their 20s and 30s, who have extensive experience in reading consumer reviews posted on online apparel stores, participated in the study. The consumer review information considered important by participants is the information related to seven product attributes (size, fabric, design, color, sewing, price, and country of origin), seven benefits (functional, financial, esthetic, emotional, social, utilitarian benefits, and product value compared to price) of the apparel product and four store attributes (return/refund, delivery, reputation/credibility, and customer service). The findings from the study can serve as an important tool in developing survey questions in order to evaluate the quality of consumer review information and help online retailers plan methods to improve the quality of reviews.