• 아태비즈니스연구
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• 제14권1호
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• pp.295-311
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• 2023

Purpose - This study investigates how review length and sentiment impact consumers' purchase intentions, using real online reviews as the data source. The study aims to understand how the length and tone of a review affect a potential buyer's decision-making process when considering a purchase. Design/methodology/approach - A 2 (comment length: long vs. short) × 2 (comment sentiment: positive vs. negative) × 2 (product type: practical vs. hedonic) experiment was conducted. Findings - Results indicate that longer reviews have a greater impact on consumers' perceived usefulness compared to short reviews, but do not affect purchase intentions. Review sentiment is found to have a stronger impact than review length, especially for negative sentiment. The study also suggests that consumers pay more attention to reviews of practical products, and that reviews have less influence on hedonic products. Research implications or Originality - The implications of these findings are relevant for both merchants managing reviews and consumers reviewing products.The results of this research could help businesses and marketers optimize their online review strategies to maximize their impact on consumer behavior.

• 한국환경보건학회지
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• 제39권6호
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• pp.532-540
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• 2013

Background: Exposure factors for consumer products have been developed since the 1980s. Such exposure factors are important in risk assessment. Since the exposure/use patterns of consumer products in a country may reflect its respective cultural, meteorological, and socio-economic circumstances, unique Korean exposure factors for consumer products are needed. Such exposure factors are required for newly-enacted chemical regulations in Korea. For this review, published papers and survey reports on exposure factors of consumer products were examined for their assessment methodologies. Results: Investigation into exposure factors for consumer products used a variety of methods: home visit, online, telephone, and mail surveys using questionnaires; face to face interviews; modeling using a constructed database; and direct measurement. To collect more accurate exposure information or to check the reliability of the sampling method, some studies were repeated using the same questionnaire, in-home observation, direct measurement of usage, and videotaping. In Korea, nationwide exposure surveys were conducted five times over five years to obtain Korean exposure factors. However, with the exception of the $5^{th}$-year study, the surveys were online questionnaires and only the $5^{th}$-year study validated the accuracy of exposure information by re-visits and direct measurement. Conclusion: Accurate exposure factors are an essential part of risk assessment to assure safe use of consumer products. For better and safer management of consumer products, accurate exposure factors in Korea should be assessed for various exposure pathways.

• 지능정보연구
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• 제29권4호
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• pp.31-49
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• 2023

레스토랑 산업의 성장과 함께 레스토랑 오프라인 매장 수는 점차 증가하지만, 소비자는 자신의 선호도에 적합한 레스토랑을 선택하는 데 어려움을 경험하고 있다. 따라서 소비자의 선호도에 맞는 레스토랑을 추천하는 개인화된 추천 서비스의 필요성이 대두하고 있다. 기존 연구에서는 설문조사 및 평점 정보를 활용하여 소비자 선호도를 조사했으나, 이는 소비자의 구체적인 선호도를 효과적으로 반영하는데 어려움이 존재한다. 이러한 배경하에 온라인 리뷰는 방문 동기, 음식 평가 등 레스토랑에 대한 소비자 구체적인 선호도를 효과적으로 반영하기 때문에 필수적인 정보이다. 한편, 일부 연구에서는 리뷰 텍스트에 전통적인 기계학습 기법을 적용하여 소비자의 선호도를 측정하였다. 그러나 이러한 접근 방식은 주변 단어나 맥락을 고려하지 못하는 한계점이 존재한다. 따라서 본 연구는 딥러닝을 효과적으로 활용하여 온라인 리뷰에서 소비자의 선호도를 정교하게 추출하는 리뷰 텍스트 기반 레스토랑 추천 모델을 제안한다. 본 연구에서 제안된 모델은 추출된 높은 수준의 의미론적 표현과 소비자-레스토랑 상호작용을 연결하여 소비자의 선호도를 정확하고 효과적으로 예측한다. 실험 결과에 따르면 본 연구에서 제안된 추천 모델은 기존 연구에서 제안된 여러 모델에 비해 우수한 추천 성능을 보이는 것으로 나타났다.

• 한국의류산업학회지
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• 제18권1호
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• pp.15-26
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• 2016

Many brands are attempting to use consumers as a part of their marketing strategies, due to the fashion industry's sensitive response to consumers' reaction. In addition, due to the popularity of e-WOM(electronic Word-Of-Mouth), fashion brands are highly sensitive to their supporters' online reviews. Amid this background, the main objectives of this study are as follows: 1) to analyze the effect of online reviews' attributes and valences on forming an impression about a fashion brand; 2) to examine the online re-WOM(word-of-mouth) effect of online reviews by fashion brand supporters on brand attitude; and 3) to measure the moderating effect of fashion involvement in online re-WOM intention. In order to verify the research model and to test the proposed hypotheses, a 2 (utilitarian vs. hedonic review attributes) by 2 (positive vs. negative review valences) model is constructed and gathers 215 respondents. The results demonstrate that consumers form the highest reliable impression based on utilitarian and negative online reviews. However, there is no relationship between the types of online reviews and the formation of a favorable impression. Findings also reveal that the impression formed by online reviews has a positive effect on re-WOM intention, contributing to brand attitude. In addition, the hypothesis about the moderating effect produced by fashion involvement on re-WOM is supported. In conclusion, these results suggest that online reviews by fashion brand supporters have a powerful effect on forming a consumer's impression towards a fashion brand, affecting re-WOM intention and brand attitude.

• 한국의상디자인학회지
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• 제18권2호
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• pp.177-190
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• 2016

On-line consumer reviews are good references for consumers to evaluate and buy apparel products. The objective of this study is to facilitate communication about performance textiles between consumers and merchandisers who buy and sell apparel products on online. The survey was based on standardizing words used in consumer reviews written after purchase of summer knit t-shirts at internet shopping mall and evaluating the performance textiles including cellulose fibers. We collected reviews of five sorts of the clothing products including cotton/modal, tencel/polyurethane, polyester/rayon, linen, cotton and selected 1000 reviews related to textiles. For classifying each word used in the reviews by the performance textiles, they were quantified applying same standards. The results were as follow: First, the standard for consumer to consider importantly was tactile sensation, appearance, pilling, thickness, dimensional stability in washing. Second, the important category of performance textiles was healthy-comfort and psychological-comfort. Third, there were difference performance textiles for consumer to recognize, e.g. cotton/modal was important to air-permeability, tencel/polyurethane was noticed about tactile sensation, polyester/rayon was perceived about pilling unlike other things, linen had a problem of clothing care-convenience, then cotton was familiar fiber to important for appearance. The last, consumers usually focused on writing the most positive or negative online reviews. Although not familiar with professional terminologies, consumers are sensitive to physical properties of textiles. Therefore, standardizing and evaluating performance textiles are expected to improve satisfaction as providing objective information to consumers considering in buying apparel products at online shopping mall and increase in revenue to manufacturer.

• 한국IT서비스학회지
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• 제15권2호
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• pp.169-184
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• 2016

Smartphone use is rapidly spreading due to the advantage of being able to connect to the Internet anytime, anywhere--and mobile app development is developing accordingly. The characteristic of the mobile app market is the ability to launch one's app into foreign markets with ease as long as the platform is the same. However, a large amount of prior research asserts that consumers behave differently depending on their culture and, from this perspective, various studies comparing the differences between consumer behaviors in different countries exist. Accordingly, this research, which uses online product reviews (OPRs) in order to analyze the cultural differences in consumer behavior comparatively by nationality, proposes to compare the U.S. and South Korea by selecting ten apps which were released in both countries in order to perform a sentimental analysis on the basis of star ratings and, based on those ratings, to interpret the sentiments in reviews. This research was carried out to determine whether, on the basis of ratings analysis, analysis of review contents for sentiment differences, analysis of LDA topic modeling, and co-occurrence analysis, actual differences in online reviews in South Korea and the U.S. exist due to cultural differences. The results confirm that the sentiments of reviews for both countries appear to be more negative than those of star ratings. Furthermore, while no great differences in high-raking review topics between the U.S. and South Korea were revealed through topic modeling and co-occurrence analyses, numerous differences in sentiment appeared-confirming that Koreans evaluated the mobile apps' specialized functions, while Americans evaluated the mobile apps in their entirety. This research reveals that differences in sentiments regarding mobile app reviews due to cultural differences between Koreans and Americans can be seen through sentiment analysis and topic modeling, and, through co-occurrence analysis, that they were able to examine trends in review-writing for each country.

• Asia Marketing Journal
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• 제24권1호
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• pp.13-28
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• 2022

Despite the benefits of online shopping, we easily observe consumer behaviour when making purchases through offline channels. Why do they choose to go offline by taking the effort to go there? As a factor influencing decision-making, this study assumes that distrust of online shopping increases webrooming intentions that online consumers move to offline channels. Consumers check online reviews as well as seller information to increase their purchasing confidence. There are few studies on the effect of negative online reviews on consumers' purchasing decisions. Contrary to the pessimistic results of previous studies, the results of this study explain the mechanism by which consumers who saw negative online reviews feel distrust of online shopping and go to offline stores. It provides implications for understanding the migration phenomenon of online shoppers to offline channels and what strategies should be prepared to retain and attract customers to each channel.

• International Journal of Contents
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• 제14권2호
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• pp.16-23
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• 2018

Although there have been studies regarding the influence of customer reviews on consumer decision making at online shopping sites, research on factors affecting the perceived customer review quality for online shopping sites is limited. This study posits that sociability, which is one of the environmental factors of an online shopping site, can affect the quality of customer reviews. Sociability is a key factor in building a collaborative environment online, but studies have been limited to applying sociability to customer reviews that are the result of a collaborative environment. This study expects that sociability affects the performance of online shopping sites through the perceived information quality of customer reviews, and customers' efficacy. More specifically this study investigates the structural relationship between sociability, self-efficacy, collective efficacy, and the perceived information quality of the reviews in an online shopping context, regarding the patronage intention of customers. This study was conducted using a survey of 361 college students. The structural equation model results indicate that user perception of sociability increases self-efficacy and collective efficacy. The improved efficacy enhances the perceived information quality of reviews for online shopping sites, which increases patronage intention of customers. This study found that online shopping sites require a platform for customers to engage in social interaction to enhance their customers' loyalty and lifetime value.

• 기술혁신연구
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• 제24권1호
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• pp.85-111
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• 2016

본 연구에서는 온라인 쇼핑몰 상황에서 이전사업경험, 제품속성과 온라인 고객의견이 신제품 매출성과에 미친 영향을 살펴보았다. 인터넷 쇼핑몰에서 제품 성과에 대한 연구들은 선진국 온라인 쇼핑몰을 중심으로 고객들의 구전효과에 초점을 두고 연구를 진행해 왔으며 상대적으로 기업특성이나 제품속성에 대한 연구는 미흡하였다. 본 연구에서는 중국 인터넷 쇼핑몰에서 판매중인 총 407개 TV모델들을 대상으로 기업특성, 제품속성 및 온라인 고객의견이 제품 매출성과에 미친 영향을 살펴보았다. 기업특성에서는 이전TV제조업체들의 제품이 신규 진입기업들의 제품들보다 매출성과가 높았다. 제품속성에서는 경쟁제품 대비 초기 가격수준이 낮을수록 성과가 높으며 가격할인율이 높은 경우에는 오히려 매출성과가 낮았다. 전반적인 제품의 기술경쟁력 수준이 높을수록 판매성과가 높으며 신기능의 특성에 따라 매출성과에 미친 효과는 다르게 나타났다. 제품별 온라인 고객평가 의견수가 많을수록 해당 제품의 매출성과는 높은 것으로 나타난 반면, 온라인 고객평가 점수는 매출성과에 유의한 영향관계나 나타나지 않았다. 본 연구에서는 온라인 쇼핑몰 상황에서 신제품 매출성과 향상을 위한 이론적 실무적 의의를 제시하고 향후 연구과제들을 제시하였다.

• 한국중재학회지:중재연구
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• 제29권3호
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• pp.121-140
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• 2019

First, the purpose of this research is to review the Online Dispute Resolution (ODR) regulations in Korea to resolve disputes which can arise in international e-commerce in the near future. Second, this research tries to look for alternative solutions to dispute resolutions according to these regulations. Third, this research pursues to enhance the effectiveness of business deals by providing efficient and satisfactory dispute resolution methods for e-commerce business. Furthermore, this study evaluates the definition of global e-commerce by comparing Online Dispute Resolution (ODR) with Alternative Dispute Resolution (ADR). Through analyzing the domestic ODR system and ADR system, this research could boost the employment of settlements in small-sized disputes through easy and convenient consumer access to both ODR and ADR procedures. The enhancement of the competitiveness of Korean companies in the global market is estimated to take place as a result. This research is estimated to provide benefits to our businesses both domestically and internationally by using ODR regulations and ADR methods. Moreover, this research is anticipated to verify usefulness in terms of consumer protection by advancing consumers' access to dispute solution authorities locally and abroad.