• Asia pacific journal of information systems
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• v.27 no.3
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• pp.139-155
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• 2017

As social media are increasingly being used as a marketing platform, electronic word-of-mouth (eWOM) has also become popular in both research and business areas. However, although many studies have examined the effect of eWOM, the products investigated in most of these studies, such as films or books, are not likely to be consumed daily. Therefore, in this study, we analyze the effect of eWOM on low involvement products, which are inexpensive and enough for everyday spending. Given that low involvement products have unique characteristics such as low price, we conduct an experiment using a real sales dataset related to soft drinks. We also analyze the effect of eWOM in two social media platforms. We find that eWOM influences the sales of low involvement products, but such influence is dependent on the characteristic of the social media platform. Based on these results, we suggest that marketers and retailers selling low involvement products must consider eWOM, such as reviews, and differentiate their strategies based on their focused social media platform.

• Journal of Distribution Science
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• v.13 no.2
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• pp.75-83
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• 2015

Purpose - This study aims to identify the effects of communication cues, anonymity, and social presence on group polarization in computer-mediated communication (CMC) settings. Extant literature has introduced some theoretical backgrounds of social presence and SIDE (Social Identity model of Deindividuation Effects) to explain the effects of communication cues and anonymity. The concept of social presence emphasized the mediating role on communication cues and anonymity. However, most literature did not measure social presence and compare group polarization of all condition groups. This does not sufficiently explain the result of group polarization. Research design, data, and methodology - We believe that the direct impact of anonymity on group polarization can provide a more admissible and clearer explanation for the results. In addition, this study categorizes anonymity into two levels, as anonymity of group and anonymity of self. To justify the anonymity view, a laboratory experiment was conducted. The experiment was conducted in communication cues settings (visual cue; without visual cue) and anonymity settings (identified; anonymous). Each of the four settings has 10 groups consisting of five subjects each (total 200 subjects). The subjects are undergraduates from a large university, majoring in business. All experimental procedures and calculations of choice shift and preference change follow the literature. Results - First, the removal of visual cues does not produce a significant impact on group polarization, which cannot be explained by the social presence view. Second, the anonymous condition does not significantly affect group polarization, which also cannot be explained by the social presence view. However, the anonymous condition directly affects group polarization. Specifically, anonymity of self has a stronger effect on group polarization than anonymity of group. The result explains about the leading factor affecting group polarization. This study examines another view of how computer-mediated communication may be associated with group polarization. The process and outcome data from the experiment reveal that group polarization is not affected by level of social presence, but by level of anonymity. Group discussions conducted with visual cue CMC setting and identified CMC setting result in weaker group polarization. Conversely, group discussions conducted without visual cue CMC setting and anonymous CMC setting lead to stronger group polarization. The results of the study have the following implications. First, they provide clues for business organizations to design the most appropriate media conditions and preemptive social conditions to implement when making group decisions through CMC, to maximize achievements, generate amicable agreements, or actively share information. Second, this study can be useful in analyzing different adverse effects generated through Internet use. Conclusions - This research can help explain discussions and decision-making actions on Internet forums, which have recently increased, as well as providing a foundational basis in newly establishing policies for the forums. Finally, it should be noted that many other factors such as group size, topics, and group history may affect group polarization. These should be examined in future studies.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.3 s.151
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• pp.470-480
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• 2006

Consumer may perceive needs of certain product information online rather than the number of pieces of information available for decision making. In addition, consumers may seek information that is more relevant to apparel category. Moreover, involved consumers intensify information seeking and seek certain information. The purpose of this study is to identify the perceived importance weight of each information cue when shopping apparel via the Internet, to investigate the differences of the perceived importance weight of product information cues in product category, and to examine the relationship between apparel involvement and the perceived importance weight of product information cues. This study employed a single-factor within-subjects design experiment that simulated online purchase situation for two product types, Jeans and a Shirt. A total of 125 college students participated in this study. Results indicated that selected information such size available, price, style, color description, item measurement, stock available, and item quality (in sequence) can be considered as global cues to judge product quality and influence purchase decision regardless of product category. The significant multivariate effects for product category on the perceived importance weight of product information cues were found. Personalization, fiber content, and fabric structure were product specific information cues. Consumers' product involvement significantly influenced the perception of information weight. Therefore, product information can be personalized based on consumer involvement

• Information Systems Review
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• v.17 no.2
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• pp.219-238
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• 2015

As Internet and IT have been developed, people have been exposed to large amounts of information. So, many online information providers recommend relevant information to users to relieve an information overload. However, information recommendation which is based on the taste and preference of a user can lead to a problem of unbalanced information consumption. Prior research about online information has not investigated the side-effect of a recommendation function. This research suggests IT solutions for alleviating unbalanced information consumption behavior. Based on adaptation level theory and expectancy theory, we proposed self-reference point diagnosticity interface and social-reference point diagnosticity interface to help people to consume information following their own information consuming goal. We hypothesized positive impacts of these two interfaces on the self-awareness about information consuming pattern. And we predicted that self-awareness has a positive impact on the motivation and actual behavior to conform the ideal information consuming pattern which the user sets. Laboratory experiment was executed as a research method. As a result, the self-reference diagnosticity interface leaded to higher self-awareness and mitigated the unbalanced information consumption. But, the social-reference diagnosticity interface and the motivation to improve the information consuming behavior had no significant results. Academic and practical implications are discussed.

• Science of Emotion and Sensibility
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• v.20 no.3
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• pp.49-60
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• 2017

Previous research found that merely touching an object can create psychological ownership and the endowment effect. It was also found that just imagining touching an object without actually touching the object can make the same effect on psychological ownership. Prior research on haptic imagery examined the effect of haptic imagery induced by direct instruction of imaging on psychological ownership. We investigate a new method which can induce the haptic imagery in a more natural way than direct instruction of imaging. We manipulated imagery conditions such as visual-haptic congruence multimodal cue, visual-haptic incongruent multimodal cue, direct instruction condition and control condition, and examined the effects on imagery vividness, feeling of physical control, perceived ownership, and purchase intention. We conducted the experiment on 140 undergraduate students and our results showed that visual-haptic congruence multimodal cue condition is more effective than direct instruction of haptic imagery while visual-haptic incongruence multimodal cue condition is not effective. Our study extends prior haptic imagery research by making important marketing implications for online retailing.

• Journal of Korea Multimedia Society
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• v.13 no.8
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• pp.1256-1262
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• 2010

The game has been rapidly evolving through various media such as computer, console game machine, cellular phone and PMP based on the advanced development of scientific technology. In terms of demand, the interest in and desire to consume the game as a way of spending people's spare time have been on the increase constantly while the level of income has been improved. Eventually, the game has gradually expanded its scope of supply and demand, has established its own status as one of the media that is scientifically-intensive and has been developed into a game industry, a large-scale industry. Unlike image media, the methods of exposure in PPL are varied in accordance with the genre of games. This study divides the causes that have influence over the effect of PPL in the game into the genre of game and the skill of gamer. The results of the experiment on how much the aforementioned two elements have influence over the effect of PPL are as in the following: It has been demonstrated that the effect of PPL could appear different according to the genre of game and the skill of gamer on the game. Besides, the genre of game that is dynamic in its screen change in the game has relatively lower effect of PPL than that is not dynamic. Meanwhile, the persons who are highly skilled in the game have higher degree of recognition and preference to the inserted PPL than those who are lowly skilled. In this regard, it has given us a theoretical ground that the fees system for PPL ads should be established variously in accordance with the genre of game and the level of online game users.

• Journal of Korea Game Society
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• v.9 no.5
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• pp.25-41
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• 2009

The objective of this study is to develop an analytic framework to code systematically the gamer's behaviour in MMO(Massively Multi-player Online) gameplay experience, to explore their gameplay as a problem solving procedure empirically. Previous studies about model human processor, content based protocol, and procedure based protocol are reviewed in order to build the outline of the analytic framework related to MMO gameplay. The specific gameplay actions and contents were derived by using concurrent protocol analysis method through the empirical experiment executed in MMORPG gameplay. Consequently, gameplay are divided into six actions : kinematics, perception, function, representation, simulation, and rule (heuristics, following, and transcedence). The analytic framework suitable for MMO gameplay was built. As a result of this study, we found three rule spaces in the problem solving domain of gameplay that are an heuristics, a following of the rule, and a transcendence of the rule. 'Heuristics' denotes the rule action that discovers the rule of game through trial-and-error. 'Following' indicates the rule action that follows the rule of game embedded in game by game designers. 'Transcendence' presents the rule action that transcends that. The new discovered rule spaces where 'Following' and 'Transcendence' actions occur and the gameplay pattern in them is provided with the key basis to determine the level design elements of MMO game, such as terrain feature, monster attribute, item, and skill et cetera. Therefore, this study is concludes with key implications to support game design to improve the quality of MMO game product.

• Korean Journal of Cognitive Science
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• v.27 no.3
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• pp.469-499
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• 2016

The present study investigated the cognitive mechanism underlying online processing of Korean syntactic (for example, A bed/a clock belongs to/doesn't belong to the furniture "침대는/시계는 가구에 속한다/속하지 않는다") and lexical negation (for example, A tiger/a butterfly has/doesn't have a tail "호랑이는/나비는 꼬리가 있다/없다") using an ERP(Event-related potentials) technique and a truth-value verification task. 23 Korean native speakers were employed for the whole experiment and 15's brain responses (out of 23) were recorded for the ERP analysis. The behavioral results (i.e. verification task scores) show that there is universal pattern of the accuracy and response time for verification process: True-Affirmative (high accuracy and short latency) > False-Affirmative > False-Negated > True-Negated. However, the components (early N400 & P600) reflecting the immediate processing of a negation operator were observed only in lexical negation. Moreover, the ERP patterns reflecting an effect of truth value were not identical: N400 effect was observed in the true condition compared to the false condition in the lexically negated sentences, whereas Positivity effect (like early P600) was observed in the false condition compared to the true condition in the syntactically negated sentences. In conclusion, the form and location of negation operator varied by languages and negation types influences the strategy and pattern of online negation processing, however, the final representation resulting from different computational processing of negation appears to be language universal and is not directly affected by negation types.

• (The) Korean Journal of Advertising
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• v.25 no.5
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• pp.7-42
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• 2014

This study is designed to examine the effects of information source's social distance on message attitude and online word-of-mouth intention (e-WOM). It also examined the moderation effects of blatant persuasive intention of message, the normative interpersonal influences, and the informative interpersonal influences on the relationship between social distance and advertising effectiveness. This study employed an experiment: 2(far/near social distance far/near) ${\times}2$(high/low blatant persuasive intention of message) ${\times}$(high/low normative interpersonal influences) ${\times}2$(high/low informative interpersonal influences). The results of this study are as follows. First, closer social distance led to more positive message attitude and higher online word-of-mouth intention. Second, when blatant persuasive intention of message is low, the effects of social distance on message attitude and WOM intention were more noticeable while those effects were less significant for high blatant persuasive intention of message. Third, there were no interaction effects of social distance and normative interpersonal influences on advertising effectiveness. Fourth, the effects of social distance on message attitude and WOM intention were more significant for high informative interpersonal influences than for low informative interpersonal influences. Implications of study findings are provided for strategic use of corporate Facebook page to generate positive consumer responses.

• Journal of the Korea Society of Computer and Information
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• v.26 no.1
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• pp.265-274
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• 2021

In this paper, we propose a novel recommendation model based on Doc2vec using search keywords and product details. Until now, a lot of prior studies on recommender systems have proposed collaborative filtering (CF) as the main algorithm for recommendation, which uses only structured input data such as customers' purchase history or ratings. However, the use of unstructured data like online customer review in CF may lead to better recommendation. Under this background, we propose to use search keyword data and product detail information, which are seldom used in previous studies, for product recommendation. The proposed model makes recommendation by using CF which simultaneously considers ratings, search keywords and detailed information of the products purchased by customers. To extract quantitative patterns from these unstructured data, Doc2vec is applied. As a result of the experiment, the proposed model was found to outperform the conventional recommendation model. In addition, it was confirmed that search keywords and product details had a significant effect on recommendation. This study has academic significance in that it tries to apply the customers' online behavior information to the recommendation system and that it mitigates the cold start problem, which is one of the critical limitations of CF.