• Journal of Digital Convergence
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• v.17 no.9
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• pp.407-420
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• 2019

The purpose of this study is to explore the possibility of measuring advertising effectiveness through the ad evaluation text. The 384 university students were asked to evaluate the positive and negative evaluation ads of high and low involvement products by self-report method and to write ad evaluation text online. The written ad evaluation text were analyzed by KLIWC and to examine the difference between the comment of positive and negative advertising. The results of the analysis are as follows. First, there were differences between positive and negative ads in 17 psychosocial variables. Second, there were differences between positive and negative ads in 9 linguistic variables. Third, there was a significant correlation between KLIWC variables(Positive & negative emotions, inhibition, conviction, physical condition & function and sleep/dreams) and advertising effect variables. This study suggests that the advertising evaluation comment reflects the consumer's psychological reaction to advertising and the possibility of measuring the advertising effectiveness using advertising evaluation text.

• Journal of Intelligence and Information Systems
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• v.28 no.2
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• pp.33-55
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• 2022

This study analyzed the comments and the replies on internet news related to the presidential election in order to verify whether online discussions are properly conducted. According to Habermas' public sphere theory, discussions is an effort among participants to reach a social consensus through the deliberations that are based on open communications. We propose that if such discussions properly take place through the act of writing in the Internet space, the comments and the replies will show a certain difference in terms of the structure and the content. To validate, this study analyzed more than 40,000 comments collected from Daum News portal site in Korea. The topic of the related news was the presidential election, because it is a topic of which people are highly interested in and that comments are actively running. The result of the t-test and topic modeling result show that all the hypotheses were supported thus we conclude that online discussions properly took places. This study also showed that online comments are not chaotic remarks that relieve people's stresses, but rather an outcome of the deliberation processes moving towards a social consensus.

• Asia pacific journal of information systems
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• v.23 no.3
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• pp.131-154
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• 2013

New internet technologies have created a revolutionary new platform which allows consumers to make decision about product price and quality quickly and provides information about themselves through the transcript of online reviews. By expressing their feelings toward products or services on virtual opinion platforms, users extend their influence into cyberspace as electronic word-of-mouth (e-WOM). Existing research indicates that an impact of eWOM on the consumer decision process is influential. For both academic researchers and practitioners, investigating this phenomenon of information sharing in online website is essential given the increasing number of consumers using them as sources of purchase decisions. It is worthwhile to examine the extent to which opinion seekers are willing to accept and adopt online reviews and which factors encourage adoption. Discerning the most motivating aspects of information adoption in particular, could help electronic marketers better promote their brand and presence on the internet. The objectives of this study are to investigate how online WOM influences a persons' purchase decision by discovering which factors encourage information adoption. Especially focused on the self-efficacy, this research investigates how self-efficacy affects on information usefulness and adoption of online information. Although people are exposed to same review or comment about product or service, some accept the reviews while others do not. We notice that accepting online reviews mainly depends on the person's preference or personal characteristics. This study empirically examines this issue by using cognitive dissonance theory. Specifically, in the movie industry, we address few questions-is always positive WOM generating positive effect? What if the movie isn't the person's favorite genre? What if the person who is very self-assertive so doesn't take other's opinion easily? In these cases of cognitive dissonance, is always WOM generating same result? While many studies have focused on one direct of WOM which indicates positive (or negative) informative reviews or comments generate positive (or negative) results and more (or less) profits, this study investigates not only directional properties of WOM but also how people change their opinion towards product or service positive to negative, negative to positive through the online WOM. An experiment was conducted quantitatively by using a sample of 168 users who have experience within the online movie review site, 'Naver Movie'. Users were required to complete a survey regarding reviews and comments taken from the real movie page. The data reflected user's perceptions of online WOM information that determined users' adoption level. Analysis results provide empirical support for the proposed theoretical perspective. When user can't agree with the opinion of online WOM information, in other words, when cognitive dissonance between online WOM information and users' preference occurs, perceived self-efficacy significantly decreases customers' perception of usefulness. And this perception of usefulness plays an important role in determining users' intention to adopt online WOM information. Most of researches have been concentrated on characteristics of online WOM itself such as quality or vividness of information, credibility of source and direction of online WOM, etc. for describing effect of online WOM, but our results suggest that users' personal character (e.g., self-efficacy) plays decisive role for acceptance of online WOM information. Higher self-efficacy means lower possibility to accept the information that represents counter opinion because of cognitive dissonance, whereas the people that have lower self-efficacy are willing to accept the online WOM information as true and refer to purchase decision. This study suggests a model for understanding role of direction of online WOM information. Also, our result implicates the importance of online review supervision and personalized information service by confirming switching opinion negative to positive is more difficult than positive to negative through the online WOM information. This implication would help marketers to manage online reviews of their products or services.

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.40-51
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• 2012

Recently, many users discuss and argue with others using replying comments. This implies that a series of comments can be a new source of information since various opinions can be appeared in the dispute. It is important to understand the implicit dispute structure immanent in the comment set. In this paper, we examine the characteristics of disputes using replying comments in the Internet forum sites using a set of test articles with the comments collected from SketicalLeft and Agora, which are famous Internet forum sites in Korea. And we propose a new method for detecting and visualizing the dispute sections and relations from a large set of replying comments. To show the performance of our method, we measured precision, recall, and F-measure. According to the experimental results, the F-measures of the detection of the comments in dispute are about 0.84 (SketpcialLeft) and 0.83 (Agora); those of the detection of the commenter pairs in dispute are 0.75 (SketpcialLeft) and 0.82 (Agora), respectively. Since our method exploits the temporal order of commenters to detect the disputes, it is not dependent on the host language nor on the typos in comments. Also, our method can help the readers to grasp the structure of controversy hidden in the comment set through the visualized view.

• Journal of Contemporary Eastern Asia
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• v.18 no.2
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• pp.16-32
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• 2019

Media manipulation of breaking news through article selection, ranking and tweaking of social media data and comment streams is a growing concern for society. We argue that the combination of human and machine curation on media portals marks a new period for news media and journalism. Although intermediary platforms routinely claim that they are merely the neutral technological platform which facilitates news and information flows, rejecting any criticisms that they are operating as de facto media organisations; instead, we argue for an alternative, more active interpretation of their roles. In this article we provide a contemporary account of the South Korean ('Korean') online news media ecology as an exemplar of how contemporary media technologies, and in particular portals and algorithmic recommender systems, perform a powerful role in shaping the kind of news and information that citizens access. By highlighting the key stakeholders and their positions within the production, publication and distribution of news media, we argue that the overall impact of the major portal platforms of Naver and Kakao is far more consequential than simply providing an entertaining media diet for consumers. These portals are central in designing how and which news is sourced, produced and then accessed by Korean citizens. From a regulatory perspective the provision of news on the portals can be a somewhat ambiguous and moving target, subject to soft and harder regulatory measures. While we investigate a specific case study of the South Korean experience, we also trace out connections with the larger global media ecology. We have relied on policy documents, stakeholder interviews and portal user 'walk throughs' to understand the changing role of news and its surfacing on a distinctive breed of media platforms.

• The Journal of Korean Association of Computer Education
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• v.23 no.2
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• pp.53-64
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• 2020

As online learning forms centered on video lectures become more common and constantly increasing, the video-based learning environment applying various educational methods is also changing and developing to enhance learning effectiveness. Learner's log data has emerged for measuring the effectiveness of education in the online learning environment, and various analysis methods of log data are important for learner's customized learning prescriptions. To this end, the study analyzed learner behavior data and predictions of achievement by machine learning in video-based learning environments. As a result, interactive behaviors such as video navigation and comment writing, and learner-led learning behaviors predicted achievement in common in each model. Based on the results, the study provided implications for the design of the video learning environment.

• Human Ecology Research
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• v.59 no.1
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• pp.23-43
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• 2021

This study looked through the text mining analysis to check the status of the virtual assistant service, and explore the needs of consumers, and present consumer-oriented directions. Trendup 4.0 was used to analyze the keywords of AI services in Online News and social media from 2016 to 2020. The R program was used to collect consumer comment data and implement Topic Modeling analysis. According to the analysis, the number of mentions of AI services in mass media and social media has steadily increased. The Sentimental Analysis showed consumers were feeling positive about AI services in terms of useful and convenient functional and emotional aspects such as pleasure and interest. However, consumers were also experiencing complexity and difficulty with AI services and had concerns and fears about the use of AI services in the early stages of their introduction. The results of the consumer review analysis showed that there were topics(Technical Requirements) related to technology and the access process for the AI services to be provided, and topics (Consumer Request) expressed negative feelings about AI services, and topics(Consumer Life Support Area) about specific functions in the use of AI services. Text mining analysis enable this study to confirm consumer expectations or concerns about AI service, and to examine areas of service support that consumers experienced. The review data on each platform also revealed that the potential needs of consumers could be met by expanding the scope of support services and applying platform-specific strengths to provide differentiated services.

• Information Systems Review
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• v.22 no.3
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• pp.81-97
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• 2020

Recent trends in sentiment analysis have been focused on applying single label classification approaches. However, when considering the fact that a review comment by one person is usually composed of several topics or aspects, it would be better to classify sentiments for those aspects respectively. This paper has two purposes. First, based on the fact that there are various aspects in one sentence, aspect mining is performed to classify the emotions by each aspect. Second, we apply the multiple label classification method to analyze two or more dependent variables (output values) at once. To prove our proposed approach's validity, online review comments about musical performances were garnered from domestic online platform, and the multi-label classification approach was applied to the dataset. Results were promising, and potentials of our proposed approach were discussed.

• Journal of the Korea Society of Computer and Information
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• v.29 no.4
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• pp.31-38
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• 2024

This study proposes hyper-parameter settings for developing a generative AI-based learning support tool to facilitate programming education in online distance learning. We implemented an experimental tool that can set research hyper-parameters according to three different learning contexts, and evaluated the quality of responses from the generative AI using the tool. The experiment with the default hyper-parameter settings of the generative AI was used as the control group, and the experiment with the research hyper-parameters was used as the experimental group. The experiment results showed no significant difference between the two groups in the "Learning Support" context. However, in other two contexts ("Code Generation" and "Comment Generation"), it showed the average evaluation scores of the experimental group were found to be 11.6% points and 23% points higher than those of the control group respectively. Lastly, this study also observed that when the expected influence of response on learning motivation was presented in the 'system content', responses containing emotional support considering learning emotions were generated.

• Journal of the Korea Society of Computer and Information
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• v.17 no.1
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• pp.87-95
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• 2012

In this paper, we propose a mobile book management application using the camera of a smart phone and the open API book information provided online. The camera automatically scans the bar-code or QR-code of a particular book. The code of that book is used to transmit detailed information to the open API. Then the proposed application records this information for use in an "Scan list" or an "My book list". This application notes the page of the book that the user is currently reading and, if the user has read the entire book, he or she can comment about it. Therefore, the proposed application provides useful functions so that the users can manage their books effectively.