• Journal of Service Research and Studies
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• v.13 no.3
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• pp.127-146
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• 2023

Recently, digital advertising has shifted towards delivering messages through short ads of less than 15 seconds, and on social media, ads need to convey the message within 5 seconds before consumers skip them. Although the length of advertisements has decreased, advancements in artificial intelligence algorithms and big data analysis have made it possible to deliver personalized messages that cater to consumers' interests. In this changing landscape, the importance of delivering tailored messages through short and efficient ads is increasing. In this study, we examined the effects of message framing as part of effective message delivery. Specifically, we examined the differences in the effects of two framings, "health" and "environment," for vegan products. The growing consumer interest in health and the environment has elevated the interest in vegan products, and the vegan market is expanding rapidly. Consumers purchase vegan products not only for personal health benefits but also due to their ethical responsibility towards the environment, which can be considered ethical consumption. Previous research has not shown the differences in the effects between health and environment message framings, and the research has been limited to vegan food products. This study investigates the differences in the effects of health and environment message framings using a dish soap product category. By identifying which advertising messages, either health or environment, are more effective in promoting vegan products, this study provides insights for companies to enhance their message framing strategies effectively.

• Journal of Service Research and Studies
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• v.13 no.1
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• pp.26-47
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• 2023

In the age of digital media transformation, the rapid rise of social media has changed the paradigm of traditional marketing techniques by leveraging the influence of influencers. However, the influence of influencers cannot be freed from ethical issues that arise as individuals, so virtual influencers are emerging as a countermeasure. This study is a study on how to increase the influencer effect of virtual models with a focus on the MZ generation in medical service. This study investigated whether respondents in their 40s or younger were aware of 'Rosy', a virtual influencer, and then conducted a survey on those who recognized 'Rosy'. As a result of this study, first, both cognitive and emotional motivation had a positive influence on fanship and attractiveness for virtual influencer. In addition, it was found that there was a difference in follow motive according to gender. Second, in order to lead to the intention of visiting hospitals, which is the medical service industry, only the cognitive motives with useful and reliable information and useful information for the virtual influencer were found to be significant in intention to visit.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.20 no.3
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• pp.129-147
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• 2009

The ultimate goal of classification systems is to provide tools for information management and services through collocation of information objects in similar topics. The National Research Council for Economics, Humanities, and Social Sciences(NRCS) aims to organize the research products from 23 research institutes. To manage and organize the research products effectively, the standard classification system has been developed in conjunction of users' survey and the Business Reference Model(BRM). Although the standard classification system consists of users' perspectives and the aspects of organizational functions, there are limits to apply the system into classification practices. In this study, the proposed hybrid approach is to combine a clustering approach with 1,884 keywords from the titles of research products between 2007 and 2008. The clustering approach is performed in a heuristic way according to the KDC due to the lack of digital full texts of research products. The results of this study proposed a revised standard classification system for NRCS with 16 headings and 90 sub-headings. The revised standard classification system will play an important role in managing research products effectively.

• The Journal of the Korea Contents Association
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• v.22 no.8
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• pp.467-481
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• 2022

What are the implications for us through the discussion on the effect of Germany's dual system of vocational education on the youth unemployment rate? You can find out what kind of evaluation Germany is receiving on the dual system vocational education system implemented based on the 'Vocational Education and Training Act' (Berufsbildungsgesetz), and the specific system establishment form for the industry-academic-government cooperation system. It was possible to present the crises and problems of these systems. Responsibility for the dual system of vocational education in Germany rests with the national and state ministries of education, and private enterprises and chambers of commerce are responsible for business practices. Practical work in a company is conducted through skill-oriented education, and in vocational schools, competency-oriented theoretical education is received. In addition, the necessity and demand for digital vocational and education training in accordance with German Idustrie 4.0 and higher vocational education degree acquisition through dual-degree courses were identified. It can be seen that the youth unemployment rate is the lowest in Europe due to the successful development and utilization of human resources to improve the competitiveness of companies, such as dual vocational education and training (VET) at all levels, higher vocational education at universities, and continuing vocational education programs. Vocational education in Korea will also be able to improve the unemployment rate by establishing a system that allows schools and businesses to conduct vocational education and training simultaneously. In particular, it was possible to judge the necessity of 'close consultation between labor, management, and government', which we consider the most important and should lead to in-depth discussion and cooperation for dual education between vocational schools and companies.

• Journal of Intelligence and Information Systems
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• v.29 no.4
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• pp.309-323
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• 2023

As the role of online reviews has become increasingly crucial, numerous studies have been conducted to utilize helpful reviews. Helpful reviews, perceived by customers, have been verified in various research studies to be influenced by factors such as ratings, review length, review content, and so on. The determination of a review's helpfulness is generally based on the number of 'helpful' votes from consumers, with more 'helpful' votes considered to have a more significant impact on consumers' purchasing decisions. However, recently written reviews that have not been exposed to many customers may have relatively few 'helpful' votes and may lack 'helpful' votes altogether due to a lack of participation. Therefore, rather than relying on the number of 'helpful' votes to assess the helpfulness of reviews, we aim to classify them based on review content. In addition, the text of the review emerges as the most influential factor in review helpfulness. This study employs text mining techniques, including topic modeling and sentiment analysis, to analyze the diverse impacts of content and emotions embedded in the review text. In this study, we propose a review helpfulness prediction model based on review content, utilizing movie reviews from IMDb, a global movie information site. We construct a review helpfulness prediction model by using an explainable Graph Neural Network (GNN), while addressing the interpretability limitations of the machine learning model. The explainable graph neural network is expected to provide more reliable information about helpful or non-helpful reviews as it can identify connections between reviews.

• Smart Media Journal
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• v.12 no.11
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• pp.154-164
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• 2023

The Construction Technology Information System collects, processes, and provides the public with free of charge 16 types of construction technology-related texts or index information, such as construction standards, construction practices, and construction reports, required at construction sites to enhance domestic construction technology. This study judged that user satisfaction could be increased if the budget was allocated first to the most effective construction technology information DB establishment. For each type of construction technology information, the level of satisfaction felt by the population for the quantity provided and the value of use according to the acquisition and utilization of information were investigated. Reliability between independent variables and dependent variables through a multiple regression analysis process to identify how the demographic characteristics of the population affect user satisfaction and the factors that affect the use value of information for each type of construction technology information. and the correlation was analyzed. The correlation between the demographic characteristics of respondents and users' satisfaction with the provided quantity was generally low, but construction experience, age, etc. were found to have an effect on satisfaction with the provided quantity. In particular, among the demographic measurement items of respondents, the more construction experience they had, the higher their satisfaction level with the quantity provided of low-level technical standards, and it was analyzed that older age had an impact on satisfaction with the quantity provided for small and medium-sized business support information.

• Journal of Venture Innovation
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• v.7 no.1
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• pp.77-90
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• 2024

While discussions on ESG are actively taking place in Europe and other countries, the number of countries pushing for mandatory ESG information disclosure related to non-financial information of listed companies is rapidly increasing. However, as companies respond to mandatory global ESG information disclosure, problems are emerging such as the stringent requirements of global ESG disclosure standards, the complexity of data management, and a lack of understanding and preparation of the ESG system itself. In addition, it requires a reasonable analysis of how business management opportunities and risk factors due to climate change affect the company's financial impact, so it is expected to be quite difficult to analyze the results that meet the disclosure standards. In order to perform tasks such as ESG management activities and information disclosure, data of various types and sources is required and management through an information system is necessary to measure this transparently, collect it without error, and manage it without omission. Therefore, in this study, we designed an ESG data integrated management model to integrate and manage various related indicators and data in order to transparently and efficiently convey the company's ESG activities to various stakeholders through ESG information disclosure. A framework for implementing an information system to handle management was developed. These research results can help companies facing difficulties in ESG disclosure at a practical level to efficiently manage ESG information disclosure. In addition, the presentation of an integrated data management model through analysis of the ESG disclosure work process and the development of an information system to support ESG information disclosure were significant in the academic aspects needed to study ESG in the future.

• The Journal of Korea Institute of Information, Electronics, and Communication Technology
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• v.17 no.3
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• pp.121-129
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• 2024

The rapid advancement of digital technology and the COVID-19 pandemic have significantly accelerated the growth of online commerce, highlighting the need for support mechanisms that enable small business owners to effectively respond to these market changes. In response, this paper presents a foundational technology leveraging the Online to Offline (O2O) strategy to automatically capture products displayed on retail shelves and utilize these images to create virtual stores. The essence of this research lies in precisely identifying and recognizing the location and names of displayed products, for which a single-class-targeted, lightweight model based on YOLOv8, named ESD-YOLOv8, is proposed. The detected products are identified by their names through feature-point-based technology, equipped with the capability to swiftly update the system by simply adding photos of new products. Through experiments, product name recognition demonstrated an accuracy of 74.0%, and position detection achieved a performance with an F2-Score of 92.8% using only 0.3M parameters. These results confirm that the proposed method possesses high performance and optimized efficiency.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

• Archives of design research
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• v.17 no.2
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• pp.425-436
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• 2004

A new design field called eDesign appears as if eBiz is an online related business in which an industrialized design creates the individual value added facing a digital revolution. The field of eDesign requires a special design process and management methodology regardless of the fact that human sensitivity will be satisfied through a dehumanized computer technique. However, it is the reality of eDesign that has been dependent upon a simple process or project management tool of general design. In this study, we develop an eDesign platform based on an eDesign process and template mainly focused on eBusiness in order to overcome the wrong situation. The template is a kind of document that has a standardization form. We aim to establish a general process through various case projects, store information using a necessary template, and use for the way of visual communication. We propose a standard of eDesign platform that can be widely applied to the field of design, medium and small enterprises focused on IT businesses or design-team through this project performed as an educational-industrial study. It makes it possible to get a detailed process methodology, which can be applied to many small design related companies that don't have their own process yet, and will be a scale for comparing their own process in which the company has a process of opened standard eDesign with it. In addition, it makes possible a systematic control of the own projects within and outside the firm, accumulating information for the firm through the database, and easy communication. Furthermore, it can be applied to check the process of the project as a checklist, and then it will reduce trial and error repeated for every project that has been done.