• 한국중재학회지:중재연구
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• 제28권4호
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• pp.89-110
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• 2018

The purposes of this study are as follows: First, this study reviews the Online Dispute Resolution (ODR) regulations of the EU to resolve disputes which can arise in international e-commerce in the future. Second, this study tries to seek out alternative solutions to dispute resolutions based on these regulations. Third, this study increases the efficiency of the transactions by proposing effective and satisfactory dispute resolution methods for international e-commerce. First, this study reviews the concept of cross-border e-commerce, generally explores ODR, and creates comparisons with Alternative Dispute Resolution (ADR). Subsequently, this study looks into domestic ODR system and analyzes the regulations of EU ODR. This study suggests the implications of the European ODR regulations in the conclusion. The EU ODR platform is considered greatly significant in that it has increased the possibility of settlements in small disputes by enhancing consumers' accessibility to ADR procedures. Therefore, this thesis proposes a method for Korean companies to resolve disputes that may arise in e-commerce with EU by using the ODR platform. As a result, it is expected to increase the competitiveness of Korean companies in the EU market. Both legislative trends related to the ODR of the EU and establishment of the EU ODR platform have significant implications for Korean businesses in Europe. This study is expected to be useful for our businesses in the EU in reviewing the applicability of the EU ODR regulations and the dispute settlement procedures through the EU ODR platform. In addition, this study is expected to prove useful in relation to consumer protection by enhancing consumers' accessibility to dispute settlement institutions in domestic electronic commerce.

• The Journal of Asian Finance, Economics and Business
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• 제9권8호
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• pp.157-167
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• 2022

The global laundry detergents market in 2021 was valued at nearly $121 billion, with consumers being reported as heightening their search for hygienic products capable of fighting viruses. Therefore, the researchers undertook a study to determine how product innovation (PI), product quality (PQ), and product attitude (PA) effects Thai consumers' satisfaction (CS) with their purchase of laundry detergent and fabric softener. After the questionnaire's validity and reliability confirmation, the authors used multi-stage random sampling by region and province in January and February 2022 to collect 520 questionnaires. LISREL 9.10 was used in the CFA and SEM analysis of the six hypotheses, which were determined to be supported. The results showed that all three causal variables positively influenced CS, with a total effect (TE) R² value = 87%. Also, latent variable total effect (TE) values showed that PI was strongest (0.93), then PQ (0.56), and finally, PA (0.54). Therefore, consumer satisfaction is essential in a firm's ongoing development and sustainability in a highly competitive, globalized world. Organizations must develop competitive strategies that adjust to consumer needs. Management must monitor online and social media sources where product reviews are given and adjust their strategies accordingly.

• 복식문화연구
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• 제21권4호
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• pp.478-493
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• 2013

The purpose of this study is to examine the online WOM effect of blog review depending on brand awareness and message direction. The theory of planned behavior was applied to understand online WOM acceptance. A survey was conducted targeting female in 20s and 30s and 312 questionnaires were used for analysis. Frequency analysis, reliability analysis, t-test, and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, purchase intention and online re-WOM intention are higher when brand awareness is higher. Second, subjective norm, perceived behavioral control, WOM acceptance intention, purchase intention and off-line re-WOM intention show higher values when negative information is afforded. Third, in type 1 (high brand awareness/positive message) and type 3 (low brand awareness/positive message), attitude, subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. In type 2 (high brand awareness/negative message), subjective norm and attitude have a positive effect on WOM acceptance intention. In type 4 (low brand awareness/negative message), subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. Forth, in type 1 and type 3, WOM acceptance intention has a positive effect on purchase intention, offline re-WOM intention and online re-WOM intention. In type 2 and type 4, WOM acceptance intention has a negative effect on purchase intention, and a positive effect on offline re-WOM intention. The results show that blog review has ripple effect on consumer behavior by affecting purchase intention and offline re-WOM intention.

• 한국콘텐츠학회논문지
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• 제21권11호
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• pp.375-388
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• 2021

본 연구에서는 팬데믹 전후로 온라인 동영상 서비스(OTT) 이용자들의 리뷰를 비교분석 함으로써 코로나 19 시대를 살아가는 소비자에 대한 이해에 기여하고자 하였다. 코로나 19 이후 통제감 상실이 회피 동기의 발현으로 이어져 정서 중심 대처 수단으로써의 OTT 서비스 이용과 노스탤지어를 해소해주는 콘텐츠에 대한 관심이 증가할 것으로 보고 이를 텍스트 분석을 통해 검증하였다. 먼저 블로그 제목 분석결과, 코로나 19 이후 넷플릭스 경쟁사에 대한 언급이 줄었으며, 국내 콘텐츠에 대한 소개와 회피-거부 전략으로써의 OTT 서비스 이용이 증가하였다. 이어 블로그 본문 분석결과, OTT 서비스의 실용적인 장점을 중요시한 코로나 19 전과는 달리 코로나 19 이후 콘텐츠의 분위기, 감정, 대사에 초점을 두었으며 코미디와 로맨스 장르에 대한 관심이 증가했다. 또한, 코로나 19 이전의 현실을 잘 표현한 일상 콘텐츠에 대한 선호가 증가하였다. 본 연구는 코로나 19가 온라인 동영상 서비스 이용에 미치는 영향을 처음으로 살펴본 연구로써 코로나 시대의 OTT 서비스 이용자들에 대한 이해를 넓히고 OTT 서비스 시장에 실무적 제언을 제시함으로써 도움을 줄 수 있을 것으로 기대한다.

• 한국의류학회지
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• 제46권5호
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• pp.805-826
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• 2022

This study explored the process by which consumers purchase products from small fashion business owners via online and mobile channels. In addition, group types were classified given that the purchasing process depends on the consumers' life cycle. The consumer focus group interview (FGI) was conducted on 18 participants that were divided into six groups by age, work, and children. Results revealed that first, consumer journey comprised four stages. Factors influencing need recognition were "attention to information of social media influencer," "attention to information of affiliated groups," and "repeated advertising of SME products/brands." For information searching, "exploring purchase reviews," "environment for mobile shopping information exploration," and "continuous product tracking" were important factors. Purchasing and shopping stages were affected by "price-free, improvised purchase decision" and "convenient mobile payment system and point benefits." After the purchase, "active sharing and repeated purchase when satisfied" and "blocking relationships when dissatisfied" occurred. Second, six consumer groups based on the fashion life cycle are the "Platform lover," "Influencer follower," "Trust builder," "Novelty seeker," "Convenience seeker," and "New designer supporter." Ultimately, small business owners can develop the process of planning and selling fashion products more efficiently.

• 한국인터넷방송통신학회논문지
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• 제22권6호
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• pp.185-190
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• 2022

오픈 데이터는 많은 경제적 가치를 지닌다. 우리나라 뿐만 아니라 여러 나라에서도 오픈 데이터를 확장하고 활용하기 위하여 갖은 정책과 노력을 기울이고 있다. 하지만 우리나라는 많은 데이터를 가지고 있음에도 불구하고 이를 잘 활용하지 못하여 효과를 보지 못하고 있어 여러 산업에서 다양한 시도가 필요하다. 그중에 패션 산업에서는 소비자의 단순 변심에 의해 교환, 환불 문제가 가장 많다. 이러한 문제를 해결하기 위해 서비스 제공자에게 더 나은 피드백이 필요하며 소비자의 요구사항이 반영된 사용자 리뷰와 함께 불만 사항이 개선된 이미지를 보여줌으로써 해결하고자 한다. 본 논문에서는 소비자의 요구사항을 파악하기 위해 온라인 쇼핑몰 사이트에서 사용자 리뷰 분석을 진행하고 K-fashion 데이터의 속성을 활용하여 제품에 대한 속성을 정의한다. 제품에 대한 사용자의 요구를 불만 속성으로 정의하고, 이에 해당하는 속성을 가진 라벨링 데이터를 검색하여 서비스 제공자에게 사용자의 요구사항을 텍스트 데이터나 속성 뿐만 아니라 이미지 또한 제공하여 제품 개선에 도움을 주고자 한다.

• Human Ecology Research
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• 제61권3호
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• pp.475-492
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• 2023

This study investigated player responses to microtransactions in freemium Massively multiplayer online roleplaying games (MMORPG), specifically focusing on the game LostArk using English language review data. To this end, structural topic modeling was employed and the following six microtransaction-relevant topics were identified: microtransactions, developer issues, real money trade (RMT), random number generator (RNG) upgrade system, game content, and collectibles & adventure. The first four topics were classified as being "not recommended". However, the proportions of microtransaction-related topics were relatively lower than the other topics. Additionally, this study did not extract keywords related to unfairness and unethical issues in previous microtransaction research. The last two topics, game content, and collectibles & adventure were "recommended" topics, indicating positive functions of microtransactions such as enhancing the game experience by purchasing virtual items. Moreover, it was found that players who do not engage in microtransactions can still be satisfied through continuous game content updates. Additionally, an examination of the interaction effect between time and recommendation status revealed that while the frequency with which the six microtransaction-related topics were mentioned increased over time in the reviews, the ratio of recommendations to non-recommendations varied differently. This study contributes to game-related research by revealing players' authentic opinions on microtransactions in freemium MMORPGs, thereby providing practical implications for game companies.

• 한국정보시스템학회지:정보시스템연구
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• 제30권2호
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• pp.189-214
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• 2021

Purpose This paper aims to effectively utilize user-generated content (UGC) and analyze the market structure of a relatively new market which lacks rich user review information. Specifically, we propose a domain-specific text mining tool for the domestic craft beer market and visualize the market structure by incorporating how individual beer products are positioned in the perceptual map of consumers. Design/methodology/approach We collect user review information from Naver blogs, and extract words that describe beers. We identify semantic relationships between beer products through text mining, and then depending on these semantic relationships, construct a graph representing the market structure of the domestic craft beer market based on the consumer's perceptual map. Findings First, beer products produced in the same brewery are perceived as very similar to consumers. Second, only two products, 'Heukdang Milky Stout' and 'Gompyo', was noticeably distinguishable from other products. Third, even though 'Gyeongbokgung' is from a different brewery, it is located very close to the products of 'Jeju Beer' brewery such as 'Jeju Baeknokdam Ale' and 'Seongsan Ilchulbong Ale', which suggests the influence of 'landmark series.' We successfully show that our methodology effectively describes the market structure of the craft beer market.

• Journal of Information Technology Applications and Management
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• 제30권5호
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• pp.1-19
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• 2023

This study examines Korean users' attitudes and emotions toward Melon and Spotify, which lead the music streaming market. We used Text Mining, Semantic Network Analysis, TF-IDF, Centrality, CONCOR, and Word2Vec analysis. As a result of the study, MelOn was used in a user's daily life. Based on Melon's advantages of providing various contents, the advantage is judged to have considerable competitiveness beyond the limits of the streaming app. However, the MelOn users had negative emotions such as anger, repulsion, and pressure. On the contrary, in the case of Spotify, users were highly interested in the music content. In particular, interest in foreign music was high, and users were also interested in stock investment. In addition, positive emotions such as interest and pleasure were higher than MelOn users, which could be interpreted as providing attractive services to Korean users. While previous studies have mainly focused on technical or personal factors, this study focuses on consumer reactions (online reviews) according to corporate strategies, and this point is the differentiation from others.

• 디지털융복합연구
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• 제18권8호
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• pp.1-9
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• 2020

본 연구에서는 중국 최대 온라인 리뷰 사이트인 Dazhong Dianping에서 중국인 관광객들은 한국과 중국 시내 면세점의 어떠한 속성들을 중요하게 생각하며 어떠한 Cluster들이 별점 점수(만족도)에 영향을 미치는지에 대해 알아보고자 하였다. 따라서 한국 시내면세점 리뷰 5,659개 중국 산야 시내면세점 리뷰 4,051개 총 9,710개를 R을 활용하여 텍스트 마이닝 분석하였다. 분석 결과, 한국 시내 면세점에서는 Sale, Membership, Food가 총 별점에 정(+)의 영향을 미치는 것으로 나타났다. 중국 시내면세점에서 Sale, Product, Airport, Food, Membership이 총 별점에 정(+)의 영향을 미치는 것으로 나타났다. 면세점 만족도 속성 중 Food라는 속성을 발견하면서 면세점 쇼핑 중 이용할 수 있는 식당 등의 편의 시설 공간을 제공하는 것이 중요함을 알 수 있었다. 이는 면세점 선택 및 만족의 새로운 속성을 찾았다는 점에 기인하여 연구를 확장시킬 수 있었다. 실무적으로 면세점 종사자들에게 식당 등의 편의시설 공간 제공이 중요함을 인식시킬 수 있었다.