• 한국의류학회지
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• 제35권9호
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• pp.1099-1111
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• 2011

This study identified the types of consumer review information about apparel products based on consumer satisfaction/dissatisfaction with the availability/non-availability of consumer review information for online stores. Data were collected from 318 females aged 20s' to 30s', who had significant experience in reading consumer reviews posted on online stores. Consumer satisfaction/dissatisfaction with availability or non-availability of review information on online stores is different for information in regards to apparel product attributes, product benefits, and store attributes. According to the concept of quality elements suggested by the Kano model, two types of consumer review information were determined: Must-have information (product attribute information about size, fabric, color and design of the apparel product; benefit information about washing & care and comport of the apparel product; store attribute information about responsiveness, disclosure, delivery and after service of the store) and attracting information (attribute information about price comparison; benefit information about coordination with other items, fashionability, price discounts, value for price, reaction from others, emotion experienced during transaction, symbolic features for status, health functionality, and eco-friendly feature; store attribute information about return/refund, damage compensation and reputation/credibility of online store and interactive and dynamic nature of reviews among customers). There were significant differences between the high and low involvement groups in their perceptions of consumer review information.

• ETRI Journal
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• 제36권4호
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• pp.581-590
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• 2014

This study investigates the impact of tweets on box office revenue. Specifically, the study focuses on the times when tweets were written by examining the impact of pre- and post-consumption tweets on box office revenue; an examination that is based on Expectation Confirmation Theory. The study also investigates the impact of intention tweets versus subjective tweets and the impact of negative tweets on box office revenue. Targeting 120 movies released in the US between February and August 2012, this study collected tweet information on a daily basis from two weeks before the opening until the closing and box office revenue information. The results indicate that the disconfirmation that occurs in relation to the total number of pre-consumption tweets for a movie has a negative impact on box office revenue. This premise suggests that the formation of higher expectations of a movie does not always result in positive results in situations where tweets on perceived movie quality after watching spread rapidly. This study also reveals that intention tweets have stronger effects on box office revenue than subjective tweets.

• 한국콘텐츠학회논문지
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• 제21권4호
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• pp.762-772
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• 2021

본 연구는 중국 영상 플랫폼 'bilibili' 이용자의 한류 영상 시청동기가 시청태도, 한국에 대한 국가 이미지, 행동의도에 미치는 영향을 실증적으로 규명하였다. 온라인 설문조사를 통해 총 355부의 유효데이터를 수집하여 구조방정식 모형을 제시하고 분석하였다. 연구 결과에 의하면 먼저 시청동기 중 오락, 정보습득, 사회관계, 대리만족은 시청태도에 긍정적인 영향을 미치는 반면, 실시간 토론은 시청태도에 영향을 미치지 않는 것으로 나타났다. 또한 시청태도가 한국의 국가 이미지에 긍정적인 영향을 미쳤고, 국가 이미지는 방문의도와 구전의도에 유의한 긍정적인 영향을 미쳤다. 본 연구는 중국의 영상 플랫폼에서 다루어지는 한류 영상 콘텐츠를 중심으로, 중국의 주요 문화산업인 플랫폼산업과 한국문화, 한국관광을 함께 다루었다는 점에서 큰 의미가 있다. 본 연구의 결과를 바탕으로 이론적·실무적 시사점과 향후 연구방향을 제시하였다.

• 한국의류산업학회지
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• 제24권4호
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• pp.431-442
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• 2022

Despite the rapid reorganization of the center of consumption online, the fashion industry is still strengthening brand marketing using offline stores. This study investigates the psychological mechanisms of shopping flow by three mediators that influence the e-word of mouth(e-WOM) as a marketing performance variable in recent marketing. Data collection was conducted online for 241 women in their 20s and 30s. The significance of multi-mediated pathways was verified using Process 3.5 Model 6. The results for multiple mediation paths are as follows. First, the direct effect of shopping flow on brand advocacy was not significant. Second, analysis of the significance of the indirect effect via simple mediation found that the path mediated by shopping value in the path from the shopping flow to brand advocacy was significant. Third, analysis of the indirect effect by double mediation revealed all three double mediating effects of shopping flow on brand advocacy were significant(emotional response and shopping value, emotional response and store attachment, shopping value and store attachment). Fourth, analysis of the significance of the indirect effect by sequential multiple mediation established the indirect effect leading to emotional response, shopping value, and store attachment was significant. These results indicate that the operation of an experiential fashion store is not just a means for sales, but a communication tool that improves and promotes the brand advocacy by providing brand experience in a store.

• 지능정보연구
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• 제29권2호
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• pp.35-56
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• 2023

정보통신 기술의 발전에 따라 웹 사이트에는 수많은 리뷰가 지속적으로 게시되고 있다. 이로 인해 정보 과부하 문제가 발생하여 사용자들은 본인이 원하는 리뷰를 탐색하는데 어려움을 겪고 있다. 따라서, 이러한 문제를 해결하여 사용자에게 유용하고 신뢰성 있는 리뷰를 제공하기 위해 리뷰 유용성 예측에 관한 연구가 활발히 진행되고 있다. 기존 연구는 주로 리뷰에 포함된 특성을 기반으로 리뷰 유용성을 예측하였다. 그러나, 예측한 리뷰가 왜 유용한지 근거를 제시할 수 없다는 한계점이 존재한다. 따라서 본 연구는 이러한 한계점을 해결하기 위해 리뷰 유용성 예측 모델에 eXplainable Artificial Intelligence(XAI) 기법을 적용하는 방법론을 제안하였다. 본 연구는 Yelp.com에서 수집한 레스토랑 리뷰를 사용하여 리뷰 유용성 예측에 관한 연구에서 널리 사용되는 6개의 모델을 통해 예측 성능을 비교하였다. 그 다음, 예측 성능이 가장 우수한 모델에 XAI 기법을 적용하여 설명 가능한 리뷰 유용성 예측 모델을 제안하였다. 따라서 본 연구에서 제안한 방법론은 사용자의 구매 의사결정 과정에서 유용한 리뷰를 추천할 수 있는 동시에 해당 리뷰가 왜 유용한지에 대한 해석을 제공할 수 있다.

• 경영과학
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• 제34권3호
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• pp.61-77
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• 2017

This study investigates the effect of consumer involvement in the relationship between customer satisfaction and loyalty (which is measured as consumers' repurchase and WOM intentions). Previous research has presented inconsistent implications on the role of consumer involvement in the relationship. Some researchers have presented the empirical results showing that consumer involvement moderates the relationship, whereas others have done the empirical results implying that the consumer involvement does not moderates. In sum, the previous empirical studies have provided the inconsistent empirical results that consumer involvement may be a moderator or a non-moderator in the relationship between customer satisfaction and loyalty. Thus, we start this research with two research questions: "Does consumer involvement has a moderation effect on the relationship between-customer satisfaction and loyalty across various service industries?" and "Can the moderation effect of consumer involvement be detected differently depending on the statistical methods used to probe the moderation effect?" A questionnaire survey was conducted in the context of four service categories: eight service firms for fast food, four firms for family restaurant, four firms for movie theater and four firms for Bakery. Hierarchical regression analyses (moderated regression analyses) and chi-square difference tests were used to identify the role of consumer involvement in the relationship between customer satisfaction and loyalty. The empirical results show that there does not exist the difference in the moderation effects of consumer involvement identified by the two statistical methods (i.e., hierarchical regression analyses vs. chi-square difference tests), however, that there exists the difference in the identified moderation effects of consumer across service categories. In the final section, we summarize the implications and re-interpret the empirical results provided in the previous studies.

• 복식
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• 제65권6호
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• pp.25-35
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• 2015

The purpose of this study is to investigate the characteristics of members and communities that have significant influence in the online fashion community through their word-of-mouth activities. In order to identify the influence and the diffusion of word-of-mouth in fashion community, the study selected one online fashion community. Then, the study sorted the online posts and comments made on fashion information and put them into the matrix form to perform social network analysis. The result of the analysis is as follows: First, the fashion community network used in the study has many active members that relay information very quickly. Average time for information diffusion is very short, taking only one or two days in most cases. Second, the influence of word-of-mouth is led by key information produced from only a few members. The number of influential members account for less than 20% of the total number of community members, which indicate high level of degree centrality. The diffusion of word-of-mouth is led by even fewer members, which represent high level of betweenness centrality, compared to the case of degree centrality. Third, component characteristic shares similar information with about 70% of all members being linked to maximize information influence and diffusion. Fourth, a node with high degree centrality and betweenness centrality shares similar interests, presenting strain effect to particular information. Specially, members with high betweenness centrality show similar interests with members of high degree centrality. The members with high betweenness centrality also help expansion of related information by actively commenting on posts. The result of this research emphasizes the necessity of creation and management of network to efficiently convey fashion information by identifying key members with high level of information influence and diffusion to enhance the outcome of online word-of-mouth.

• 한국정보시스템학회지:정보시스템연구
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• 제26권1호
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• pp.21-51
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• 2017

Recently there have been an increasing number of companies suffering a negative brand image in the major media. Thompson et al. (2006) defined this as "$Doppelg{\ddot{a}}nger$ Brand Image." The images mentioned above have been created and propagated on Internet communities, which are one of the major paths of online spreading. This study will empirically analyze the effect of each $Doppelg{\ddot{a}}nger$ brand image on the customer's brand attitude, using a text-mining method focusing on "A company"'s case. This study will also cover the change in customer brand attitudes related to the company's correspondence in a situation in which the $Doppelg{\ddot{a}}nger$ brand image exists. In addition, the study will determine the presence of a priming effect after the spread of the $Doppelg{\ddot{a}}nger$ brand image. To that end, we collected 974 comments from 94,889 posts and A's official blogs related to A from B community, the largest automobile community site in Korea. Through this investigation, we obtained the following results. First, there was a significant difference in the ratio of negative sentiment of internet community before and after $Doppelg{\ddot{a}}nger$ brand image. Second, with regard to the topic modeling, the ratio of articles including negative topics increased and the other article ratio decreased over time. Finally, we found that there is a priming effect about negative brand image of "A company."

• 산경연구논집
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• 제11권6호
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• pp.41-53
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• 2020

Purpose: The purpose of this study is to review the previous studies on the characteristics of the image search service provided by using artificial intelligence, the social impact characteristics, and the moderating effect of perceived anthropomorphism, and conduct empirical analysis to identify the constituent factors affecting purchase intention. To clarify. Through this, I tried to present theoretical and practical implications. Research design, data, and methodology: Research design was that characteristics of image search service (ubiquity and information quality) and social impact characteristics (subjective norms, electronic word of mouth marketing) are affected by mediation of satisfaction and flow, therefore, control of perceived anthropomorphism have an effect on purchase intention to increase. For analysis, research conducted literature review, and developed questionnaires, so that EM firm which is a specialized research institute has collected data. This was conducted on 410 people between the 20s and 50s who have mobile shopping experiences. SPSS Statistics 23 and AMOS 23 had been used to perform necessary analysis such as exploratory factor analysis, reliability analysis, feasibility analysis, and structural equation modeling based on this data. Results: first, ubiquity, information quality and subjective norms were found to have a positive effect on purchase intention through satisfaction and flow parameters. Second, satisfaction and flow were found to have a mediating effect between ubiquity, information quality, and subjective norms and purchase intentions. However, there was no mediating effect between eWOM information and purchase intention. Third, perceived anthropomorphism was found to have a moderating effect between information quality and satisfaction, and it was found that there was no moderating effect on the relationship between information quality and flow. Conclusions: The information quality of image search services using artificial intelligence has a positive effect on satisfaction, and it has been found that there is a positive moderate effect of perceived anthropomorphism in this relationship, which may be an academic contribution to the distribution science utilizing artificial intelligence. Therefore, it is possible to propose a distribution strategy that improves purchase intention by utilizing image search service and anthropomorphism in practical business and providing a more enjoyable immersive experience to customers.

• 한국의류학회지
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• 제45권4호
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• pp.685-702
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• 2021

This study aims to discover how the perceived attributes of luxury fashion platforms affect consumer trust and satisfaction as well as online word-of-mouth intention. Based on a literature review, this study derived four dimensions of perceived attributes: brand assortment size, exclusivity, convenience, and personalization. The paper presents findings from an online survey targeting 359 consumers in their 20s to 30s who had recent experience with luxury fashion platforms. Based on the collected data, a structural model equation analysis was performed using AMOS 22.0 and SPSS 26.0. The findings illustrated that brand assortment size, exclusivity, and personalization had positive effects on consumers' platform trust. In addition, brand assortment size and convenience had a positive impact on satisfaction. Overall, the findings of the study illustrate that perceived attributes of luxury fashion platforms have a significant impact on consumers' platform trust and satisfaction and online word-of-mouth intentions. This study reveals that consumers' trend orientation moderates the effects of consumer attitude and behavioral intention. The academic practice of this study has laid the foundation for understanding mechanisms of marketing strategies by providing the characteristics of platforms in the luxury fashion industry.