• Journal of Multimedia Information System
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• v.7 no.4
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• pp.281-293
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• 2020

As Christine Daley suggested, "interaction-image" is considered to be typical in the age of "Cinema 3.0", which integrates the interactivity of game art and obscures the boundary between producers and customers. In this case, users are allowed to involve actively in the scene as "players" to manage the tempo of the story to some extent, it, thus, makes users pleased to watch interactive movies repeatedly for trying a diverse option to unlock more branch lines. Accordingly, this paper aims to analyze the contributory factors and effect mechanism of users' reuse intention for gamified interactive movies and offer specific concepts to improve the reuse intention from the interactive film production and operation perspectives. Upon integrating the Flow theory and Technology Acceptance Model (TAM) and separating the intrinsic and extrinsic motivations of key factors based on Stimulus-Organism-Response (S-O-R), the research builds an empirical analysis model for users' reuse intention with cognition, design, attitude emotional experience and conducts an empirical analysis on 425 pieces of valid sample data applying SPSS22 and Amos23. The results show that user satisfaction and flow experience impact users' reuse intention highly and perceived usefulness, perceived ease of use, perceived enjoyment, remote perception, interactivity, and flow experience have significant positive influence on user satisfaction experience.

• Asia pacific journal of information systems
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• v.19 no.4
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• pp.101-124
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• 2009

According to Wikipedia, virtual reality (VR) is defined as a technology that allows a user to interact with a computer-simulated environment. Due to a rapid growth in information technology (IT), the cost of virtual reality has been decreasing while the utility of virtual reality advertisements has dramatically increased. Nevertheless, only a few studies have investigated the effects of virtual reality advertisement on consumer behaviors. Therefore, the objective of this study is to empirically examine the effects of virtual reality advertisement. Compared to traditional online advertisements, virtual reality advertisement enables consumers to experience products realistically over the Internet by providing high media richness, interactivity, and telepresence (Suh and Lee, 2005). Advertisements with high media richness facilitate consumers' understanding of advertised products by providing them with a large amount and a high variety of information on the products. Interactivity also provides consumers with a high level of control over the computer-simulated environment in terms of their abilities to adjust the information according to their individual interests and concerns and to be active rather than passive in their engagement with the information (Pimentel and Teixera, 1994). Through high media richness and interactivity, virtual reality advertisements can generate compelling feelings of "telepresence" (Suh and Lee, 2005). Telepresence is a sense of being there in an environment by means of a communication medium (Steuer, 1992). Virtual reality advertisements enable consumers to create a perceptual illusion of being present and highly engaged in a simulated environment, while they are in reality physically present in another place (Biocca, 1997). Based on the characteristics of virtual reality advertisements, a research model has been proposed to explain consumer responses to the virtual reality advertisements. The proposed model includes two dimensions of consumer responses. One dimension is consumers' rational response, which is based on the Information Processing Theory. Based on the Information Processing Theory, product knowledge and perceived risk are selected as antecedents of intention to purchase. The other dimension is emotional response of consumers, which is based on the Attitude-Structure Theory. Based on the Attitude-Structure Theory, arousal, flow, and positive affect are selected as antecedents of intention to purchase. Because it has been criticized to have investigated only one of the two dimensions of consumer response in prior studies, our research model has been built so as to incorporate both dimensions. Based on the Attitude-Structure Theory, we hypothesized the path of consumers' emotional responses to a virtual reality advertisement: (H1) Arousal by the virtual reality advertisement increases flow; (H2) Flow increases positive affect; and (H3) Positive affect increases intension to purchase. In addition, we hypothesized the path of consumers' rational responses to the virtual reality advertisement based on the Information Processing Theory: (H4) Increased product knowledge through the virtual reality advertisement decreases perceived risk; and (H5) Perceived risk decreases intension to purchase. Based on literature of flow, we additionally hypothesized the relationship between flow and product knowledge: (H6) Flow increases product knowledge. To test the hypotheses, we conducted a free simulation experiment [Fromkin and Streufert, 1976] with 300 people. Subjects were asked to use the virtual reality advertisement of a cellular phone on the Internet and then answer questions about the variables. To check whether subjects fully experienced the virtual reality advertisement, they were asked to answer a quiz about the virtual reality advertisement itself. Responses of 26 subjects were dropped because of their incomplete answers. Responses of 274 subjects were used to test the hypotheses. It was found that all of six hypotheses are accepted. In addition, we found that consumers' emotional response has stronger impact on their intention to purchase than their rational response does. This study sheds much light into practical implications for both IS researchers and managers. First of all, while most of previous research has analyzed only one of the customers' rational and emotional responses, we theoretically incorporated and empirically examined both of the two sides. Second, we empirically showed that mediators such as arousal, flow, positive affect, product knowledge, and perceived risk play an important role between virtual reality advertisement and customer's intention to purchase. In addition, the findings of this study can provide a basis of practical strategies for managers. It was found that consumers' emotional response is stronger than their rational response. This result indicates that advertisements using virtual reality should focus on the emotional side, and that virtual reality can be served as an appropriate advertisement tool for fancy products that require their online advertisements to give an impetus to customers' emotion. Finally, even if this study examined the effects of virtual reality advertisement of cellular phone, its findings could be applied to other products that are suited for virtual experience. However, this research has some limitations. We were unable to control different kinds of consumers and different attributes of products on consumers' intention to purchase. It is, therefore, deemed important for future research to control the consumer and product types for more reliable results. In addition to the consumer and product attributes, other variables could affect consumers' intention to purchase. Thus, the future research needs to find ways t control other variables.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.2
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• pp.323-336
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• 2023

In the 21st century, fashion films are frequently used throughout the fashion industry. In particular, as videos have become an essential element and a communication tool of social media, they are becoming even more important in the world of fashion. In this study, different types of short-length fashion films (< 0:60) in current use were derived, and the effects of on the cognitive and emotional responses of users were analyzed using electroencephalogram(EEG) findings. EEG measurements were performed using Epoc+ on 31 healthy women aged 20-29 years after viewing six types of fashion films[fiction/well-made, fiction/user generated content(UGC), documentary/well-made, documentary/UGC, art/well-made, and art/UGC] in random order. The results demonstrate differences among four types of films. Specifically, alpha waves in the frontal lobe decreased more while watching documentary/UGC films than while watching art/well-made films. Gamma waves in the temporal lobe decreased more while watching fiction/well-made films than while watching documentary/UGC films. Furthermore, theta waves in the occipital lobe increased more while watching fiction/well-made films than while watching art/UGC films. These findings suggest that different types of fashion films can stimulate different parts of the brain that process thinking, cognition, emotion, and visual and auditory information and consequently evoke emotional responses.

• International Journal of Computer Science & Network Security
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• v.21 no.8
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• pp.238-246
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• 2021

The rapid rise of the Internet and social media has resulted in a large number of text-based reviews being placed on sites such as social media. In the age of social media, utilizing machine learning technologies to analyze the emotional context of comments aids in the understanding of QoS for any product or service. The classification and analysis of user reviews aids in the improvement of QoS. (Quality of Services). Machine Learning algorithms have evolved into a powerful tool for analyzing user sentiment. Unlike traditional categorization models, which are based on a set of rules. In sentiment categorization, Bidirectional Long Short-Term Memory (BiLSTM) has shown significant results, and Convolution Neural Network (CNN) has shown promising results. Using convolutions and pooling layers, CNN can successfully extract local information. BiLSTM uses dual LSTM orientations to increase the amount of background knowledge available to deep learning models. The suggested hybrid model combines the benefits of these two deep learning-based algorithms. The data source for analysis and classification was user reviews of Indian Railway Services on Twitter. The suggested hybrid model uses the Keras Embedding technique as an input source. The suggested model takes in data and generates lower-dimensional characteristics that result in a categorization result. The suggested hybrid model's performance was compared using Keras and Word2Vec, and the proposed model showed a significant improvement in response with an accuracy of 95.19 percent.

• Journal of the Korea Convergence Society
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• v.12 no.9
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• pp.31-37
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• 2021

Recently, in the market of home appliances, the technical differentiation of products using convergence technology has been receiving a lot of response to satisfy consumer demand. However, air-conditioner products are an area that requires research and development in the early stages of convergence technology. In this paper, it is developed that a non-contact bio-signal(respiration, movement) collection technology using IR-UWB(Impulse-Radio Ultra Wideband) technology, which controls the air-conditioner direction according to the user's location and also monitors sleep to provide an optimal sleep environment. In addition, emotional lighting and ASMR are developed to provide a comfortable and emotional place of life. Finally, based on the developed convergence technology, we develop intelligent smart air-conditioning services for the convenience of daily life and a comfortable resting space.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2006.11a
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• pp.187-188
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• 2006

With development of global network in the 21th century, Korea has recklessly accepted western culture occurred damages to our identity. Development of traditions in a modern way contribute us Korea identity and future vision. This study has studied about combination traditional material and contemporary material with a view to diversified user's desires and individuality. This object shows that function and decoration coexist together, and design reflects mans life and thinking of the age as a reflection of sociocultural phenomena. The purpose of this work to create the object that meets mans requirement and even foresees the possibility of such requirement through converting into various appearances. Different concepts including closed singleness and expansion within open structure coexist one element. also this objects suggest that transformative expressions that simplify or transform, the forms can be freely changed by consumer's emotional changes. Here, light and form are experimented for creating diversified emotions. Considering design as positively responding behavior against the limitations given by environment instead of the solution to simple functional requirement, future design will find Its value more In more active response.

• The Journal of Information Systems
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• v.32 no.2
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• pp.63-85
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• 2023

Purpose According to a recent survey, more than 90% of customers make purchase or use decisions for their products and services, primarily based on word-of-mouth(WOM) information (reviews, recommendations, ratings, etc.). However, few studies have explored what factors influence user's WOM intention in the context of OTT service. To address this gap, this study investigates the antecedent factors of WOM intention by adopting stimulus-organism-response (SOR) theory and pleasure arousal dominance (PAD) theory as a theoretical basis. Design/methodology/approach The research model consists of stimulus factors (diversity of original content, aesthetics, interactivity, personalization quality), emotional factors (pleasure, excitement, dominance), and behavioral factor (WOM intention). The research hypothesis was tested using the survey data collected from OTT service users of 305. Findings The result reveals that diversity of original content significantly affects on pleasure and arousal whereas it is not associated with dominance. Findings indicate that aesthetics positively influences pleasure, and interactivity is not associated with arousal. It is also proven that personalization quality has a positive effect on dominance. In addition, pleasure, arousal, and domination are proven to be positively and significantly related to WOM intention.

• Science of Emotion and Sensibility
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• v.20 no.4
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• pp.31-40
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• 2017

This research aims to investigate 'Hallyu' contents consumption tendency of consumers from Korea, Japan, and the United States by analyzing their emotional responses. With the development of social media, research on emotion analysis by reviewing text materials has grown. Whereas environmental variables affect consumer demand towards 'Hallyu' contents, little comparative analyses have been conducted on the emotional responses of consumers from different countries. In this research, the emotional prototype model proposed by Russell(1980) used to extract and distinguish emotional words to clarify how people in the three countries differently perceive the Korean drama "Goblin". First of all, the SNS reviews were collected during a two-month period (February 12 to April 12). Second, significant factors were identified in the collected data according to Russell's emotion model. Third, random forest was applied to organize the selected variables in the order of variable importance. Fourth, the correlations among the emotional words were compared. Lastly, the accuracy of the trained model was measured using the test dataset. The results show that "Happy" was found to be the greatest factor in Korea and in the United States and "Pleased" in Japan. Emotional words correlations showed that when watching the drama "Goblin", "passive unpleasure" was the main factor associated with individual's interest in Korea whereas "passive pleasure" was associated with individual's interest in Japan and in the United States. Based on the results, this research suggests the possibility of developing evaluation guidelines for emotional responses of different countries towards 'Hallyu' contents.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.25 no.3
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• pp.101-118
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• 2014

Given the context of rapid developing ubiquitous computing environment, it is imperative for users to search and use images based on affective meanings. However, it has been difficult to index affective meanings of image since emotions of image are substantially subjective and highly abstract. In addition, utilizing low level features of image for indexing affective meanings of image has been limited for high level concepts of image. To facilitate the access points of affective meanings of image, this study aims to utilize user-provided responses of images. For a data set, emotional words are collected and cleaned from twenty participants with a set of fifteen images, three images for each of basic emotions, love, sad, fear, anger, and happy. A total of 399 unique emotion words are revealed and 1,093 times appeared in this data set. Through co-word analysis and network analysis of emotional words from users' responses, this study demonstrates expanded word sets for five basic emotions. The expanded word sets are characterized with adjective expression and action/behavior expression.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.3
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• pp.111-121
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• 2015

Owing to the wide distribution of smart devices, more people enjoy online games. Previous research related to online game has mainly focused on the factors that increase users' intention to reuse and less focused on the influence of restrictions toward online game misbehavior. This study proposes a research model that considers factors that either increase or decrease the use of online games and presents the outcomes. The research results showed that: (1) Restriction policy had no impact on online game users' feelings of pleasure and arousal. (2) Restriction system had negative impact on users' feelings of pleasure and arousal. (3) In an environment where online game misbehavior was restricted, users' emotional states still had positive influence on users' intention to reuse. This research results implies that in order to lead to healthy online game environment, compared to repressive and systematic restriction methods, it is preferable to establish restriction policies that have no negative impact on users' emotional states and to change users' perception through education, so to achieve successful restrictions toward online game misbehavior without jeopardizing revitalization of online game industry.