• Asia pacific journal of information systems
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• v.29 no.4
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• pp.856-874
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• 2019

The performance of recommender systems (RS) has been measured mainly in terms of accuracy. However, there are other aspects of performance that are difficult to understand in terms of accuracy, such as coverage, serendipity, and satisfaction with recommended results. Moreover, particularly with RSs that suggest multiple items at a time, such as YouTube, user satisfaction with recommended results may vary not only depending on their accuracy, but also on their configuration, content, and design displayed to the user. This is true when classifying an RS as a single RS with one recommended result and as a multiple RS with diverse results. No empirical analysis has been conducted on the influence of the content and distribution of recommendation items on user satisfaction. In this study, we propose a research model representing the content and distribution of recommended items and how they affect user satisfaction with the RS. We focus on RSs that recommend multiple items. We performed an empirical analysis involving 149 YouTube users. The results suggest that user satisfaction with recommended results is significantly affected according to the HHI (Herfindahl-Hirschman Index). In addition, satisfaction significantly increased when the recommended item on the top of the list was the same category in terms of content that users were currently watching. Particularly when the purpose of using RS is hedonic, not utilitarian, the results showed greater satisfaction when the number of views of the recommended items was evenly distributed. However, other characteristics of selected content, such as view count and playback time, had relatively less impact on satisfaction with recommended items. To the best of our knowledge, this study is the first to show that the category concentration of items impacts user satisfaction on websites recommending diverse items in different categories using a content-based filtering system, such as YouTube. In addition, our use of the HHI index, which has been extensively used in economics research, to show the distributional characteristics of recommended items, is also unique. The HHI for categories of recommended items was useful in explaining user satisfaction.

• Management & Information Systems Review
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• v.39 no.2
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• pp.95-112
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• 2020

This study intends to identify the main triggers of consumer participation behavior by multi-dimensionally reviewing factors affecting active participation behavior in order for consumers to receive better service at service encounter. We also want to review the impact of service contact employees' human services on consumers' experience of positive and negative emotions while performing participation behavior. This study targeted beauty salon services. Beauty salon services are one of the most important industries for human services because of the relatively long time interaction and the high degree of consumer participation that has a great influence on service outcomes. For an empirical analysis survey was conducted on 446 general consumers. SPSS and AMOS analysis was performed. The results of this study are as follows. First, relational benefits were not significant for consumer participation behavior, and functional benefits and hedonic benefits were significant. Consumer participation behavior was found to have a significant effect on positive emotions, but not on negative emotions. It has been shown that the service provider's human service has a significant effect on both positive and negative emotions. Finally, both positive and negative emotions were found to have a significant effect on service quality. Since beauty services are an industry with high social visibility, it has been shown that relational benefits does not significantly affect consumer participation. Negative emotions perceived by consumers did not significantly affect service quality. It may mean that some negative emotions are insignificant. Further studies will need to classify the negative emotion dimension more closely. It is necessary to review the feelings arising from service employees. Finally, it is necessary to review the various types of services of contact employees.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

• The Korean Journal of Nuclear Medicine
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• v.39 no.6
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• pp.438-444
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• 2005

Purpose: Anhedonia has been proposed to be the result of a basic neurophysiologic dysfunction and a vulnerability marker that precede and contribute to the liability of developing schizophrenia. We hypothesized that anhedonia, as a construct reflecting the decreased capacity to experience pleasure, should be associated with decreased positive hedonic affect trait. This study examined the relationship between anhedonia and positive hedonic affect trait and searched for the brain legions which correlate with anhedonia in normal subjects. Materials and Methods: Using $^{18}F$-FDG PET scan, we investigated the brain activity of twenty one subjects during resting state. Questionnaires were administrated after the scan in order to assess the self-rated individual differences in physical/social anhedonia and positive/negative affect traits. Results: Negative correlation between physical anhedonia score and positive affect trait score was significant (Pearson coefficient =-0.440, p<0.05). The subjects physical and social anhedonia scores showed positive correlation with metabolic rates in the cerebellum and negative correlation with metabolic rates in the inferior temporal gyrus and middie frontal gyrus. In addition, the positive affect trait score positively correlated with various areas, most prominent with the inferior temporal gyrus. Conclusion: These results suggest that neural substrates, such as the inferior temporal gyrus and prefrontal-cerebellar circuit, which dysfunction has been proposed to be involved with the cognitive deficits of schizophrenia, may also play a significant role in the liability of affective deficits like anhedonia.

• Korean Journal of Food Science and Technology
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• v.45 no.6
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• pp.700-707
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• 2013

The purpose of this study was to monitor physicochemical changes of olive flounder (Paralichthys olivaceus) muscle by iced water pre-treatment. Moisture content, crude fat content, nucleotide content, texture (hardness and toughness), and rigor mortis were assessed. The sensory evaluation was performed with a nine-point hedonic test. K-values, a parameter of fish flesh freshness, were also calculated from the content of nucleotides and their corresponding decomposition products. Pre-treatment of flounder flesh with iced water was found to be fresher compared to the control, as determined by a difference in the K-values. Iced water pre-treatment hastened postmortem stiffness, as judged from the rigor index, and increased inosine monophosphate (IMP), which is known to be a savory taste compound, more quickly as adenosine triphosphate (ATP) degradation proceeded.

• Management & Information Systems Review
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• v.32 no.5
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• pp.193-231
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• 2013

As developed IT, Word-of-Mouth(WOM) used varied terms as buzz marketing and viral marketing, and impressed that importance. Despite introduced new marketing tool on managers and professionals, online word-of-mouth including SNS lack of study on social network what based viral in marketing. In social network, patterns of relationship between individuals influence each other individual behaviors. Therefore this research grouped friendship-network and advice-network by characteristics, studied on trust of information source that antecedents of word-of-mouth in network. This study examined that affect- and cognition based trust affect WOM acceptance as WOM behaviors and examined effect of type of product as moderating variable. Additional this literature studied that WOM acceptance affect WOM recommend. To find the Influence of Trust on Word-of-Mouth Behaviors, a survey has done 206 samples(undergraduate students). The results of this study are as following : First, type of trust different friendship network and advice network. Affect-based trust is outstanding in friendship network than in advice network, while cognition-based trust stands out in advice network than another. Second, affect- and cognition based trust positive affect WOM acceptance. Contrary to expectations, what is preconceived trust in network have a similar effect for WOM acceptance regardless of type of trust. Third, WOM acceptance positive affect WOM recommend. Fourth, affect based trust affect WOM acceptance of hedonic product rather than utilitarian product. Upon especially in friendship network terms, affect-based trust has a more effect on WOM acceptance than cognition-based trust. This study has many implications. First, it is important that trust what have an influence WOM acceptance grouped affect- and cognition based trust. Second, it confirmed that trust is antecedents of positive WOM. Third, it is important that network grouped friendship network and advice-network by trust. Fourth, it gave managerial implications that they have to supply WOM through which network by type of product. We This study classified network and trust based on previous study. Then it examined relations between WOM behaviors. Further research could do enrich various things for example various age group, valence of message, quality of information.

• Journal of Korean Home Economics Education Association
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• v.20 no.1
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• pp.101-116
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• 2008

Most who were polled stated that they use the internet everyday. Also, it is undeniable that Internet has become one of the popular shopping markets with the spatial-convenience and time-saving it provides. With the growth of Internet and Internet shopping malls, effects on clothing purchasing of adolescents. The purpose of this study was to investigate the clothing shopping orientation and Internet clothing purchasing type of high school students. Subjects were 685(male 354, female 331) high school students located in Jeollabukdo province. In this statistical analysis, SPSS 11.5 for Windows Program. These data were analyzed by factor analysis, $x^2$ test, t-test, One-way Anova, Duncan' multiple range, Pearson's correlation coefficient. The results of this study were as follows. Six dimensions of clothing shopping orientation were derived by factor analysis: fashion hedonic shopping brand ostentation time convenience economic esthetics orientation. The clothing purchasing type in Internet had 3 factors(convenience active impulse buying economic pursuit). The groups were significantly different in regard to clothing shopping orientation, clothing purchasing type in Internet shopping mall according to demographic variables(gender, educational background of parents, a school record). Clothing shopping orientation variables had positive correlations except of hedonic shopping economic orientation with clothing purchasing type in Internet. As a conclusion, high school students' shopping orientation and purchasing type of apparel in Internet shopping mall constituted important characteristics which could affect directly Internet purchase behavior of adolescents. These results should be fundamental information for clothing and textile education in secondary school.

• Asia Marketing Journal
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• v.13 no.4
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• pp.29-54
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• 2012

Recently, as film has been admitted as the artistic merit and higher value-added business, the past studies on film have been lively carried on various fields. Especially, the film business is thought to be value-added business and has explored the causes of influencing spectators. However, there are no researches enough to explain what induces the choice and diffusion of the film. The film is not only hedonic products but also typical example of experiential products. So how to process film formation plays important roles in explaining the procedures of forming preference on the film and the movies spread more widely. But the great part of study of films has been concentrated on exploring hedonic factors of influencing spectator's choice. Until now there is not enough study for the relationship between experiential information processing and film preference. To explain film's preference, our study focuses on preference fluency and processing fluency that can provide an insight for our question about the relationship. In this article, to explain the procedures of processing experiential information and forming preference on the film, our study focuses on finding the relationship between film's processing fluency and film's preference fluency and explores the factors that affect film's processing fluency. To achieve the goal of this study, we distinguish factors of film's conceptual fluency from factors of film's perceptual fluency and explore the paths from the factors to film's preference fluency. The factors which have effects on perceptual fluency are hypothesized to be distinction of image expression, distinction of sound expression, correspondence between actors' image and their role. The factors which have effect on conceptual fluency are supposed to be well-organized story, suitability of lines expression. The experiments in which students were sampled at 'C' university were conducted in 2010 (december). Data collection was proceeded through questionnaires. We test the hypothesized model by using structural equation modeling(Amos 17.0). The fit indices for the model are as follows : x²=416.266(df=213, p=0.00), GFI=0.855, AGFI=0.812, RMSEA =0.069, IFI=O.925, CFI=0.920, TLI=0.905. According to the guidelines, there is evidence that our measurement model fits data. The results of empirical study are as follows. The path from film's perceptual fluency to film's preference fluency is supported(estimate: 0.223, C.R: 2.641). The path from film's conceptual fluency to film's preference fluency is supported(estimate: 0.397, C.R: 4.863). The path from distinction of image expression to film's perceptual fluency is not supported(estimate: 0.113, C.R: 1.665). The path from distinction of sound expression to film's perceptual fluency is supported (estimate: 0.190, C.R: 2.042). The path from correspondence between actors' image and their role to film's perceptual fluency is supported(estimate: 0.686, C.R: 5.566). The path from well-organized story to film's conceptual fluency is supported(estimate: 0.396, C.R: 4.023). The path from suitability of lines expression to film's conceptual fluency is supported(estimate: 0.536, C.R: 5.441). Concludingly, our study explored the influencing factors of film's processing fluency inducing film's Preference fluency. First, film's perceptual fluency and film's conceptual fluency have positive effects on film's preference fluency. Second, distinction of image expression is not significant on film's perceptual fluency, but distinction of sound expression and image's correspondence of actors' image and their role have positive effects on film's perceptual fluency. Lastly, well-organized story and suitability of lines expression have positive effects on film's conceptual fluency.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.5
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• pp.1-16
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• 2023

Due to imbalances in supply and demand within the labor market, start-ups have emerged as crucial players in the generation of high-quality employment opportunities, particularly in stagnant job markets. In response to this trend, governments are allocating substantial financial and human resources to initiatives that support start-up development. This has led to an increasing rate of engagement in start-up ventures across diverse age groups, not limited to younger individuals. Start-ups are enterprises focused on the commercialization of innovative ideas with the aim of achieving profitability in the marketplace. Research concerning the successful market integration of new products and the attainment of sustainable growth is pivotal. Such research is instrumental not only for the success of start-ups but also for realizing the broader social functions and contributions that these enterprises can offer. Previous research has often examined new product market-entry strategies, often referred to as new product marketing, particularly for large companies and SMEs. However, there is a gap in studies focusing on prototype marketing strategies specific to start-ups. Thus, this study aims to examine the impact of Pre-announcing marketing strategies on the market attention garnered by start-ups with low recognition and limited infrastructure, and how such attention contributes to their sustainable growth. Specifically, the study aims to uncover the causal relationship between information attributes like relevance, vividness, and novelty in building customer relationships, and their impact on purchase intentions influenced by performance expectations and hedonic motivations. In terms of Pre-announcing information attributes, relevance, vividness, and novelty positively influence performance expectations and hedonic motivations as outlined in the extended Unified Theory of Acceptance and Use of Technology (UTAUT2). These factors, in turn, positively impact the purchase intention for pre-announced new products from start-ups. These findings are expected to provide both theory and practical insights into the factors influencing market entry through the use of Pre-announcing marketing strategies for start-up new products.

• Journal of agricultural medicine and community health
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• v.29 no.1
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• pp.43-63
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• 2004

Objectives: The purpose of this study was to classify the patterns of health behaviors of some rural residents in Korea by sub-grouping them into populations with similar patterns of diet quality, physical activity, alcohol consumption and cigarette smoking, and then to investigate the relationship between these health behavior patterns and health status or health management of them. Methods: The study subjects were 722 rural residents above 20 years old on a typical rural district in Korea, and the data used in this study was from the survey data for health planning of a health center. Study questionnaire for this survey was developed from modifying the questionnaire for 'National Nutrition and Health Study' conducted in 1998. To classify health behavior patterns, cluster analysis was conducted. And to test the association of health behavior patterns with health status or health management, multiple logistic regression analysis were conducted. Results: The results and their implications of this study were as follows: 1. We identified six health behavior typologies : 67.8% of the sample had a good diet quality but showed sedentary activity level(good diet lifestyle) and 10.9% had heavy smoking behavior(smoking lifestyle). Individuals included in fitness lifestyle cluster(6.2%) had high physical activity level and those in drinking life style(2.6%) had had mainly large amount of alcohol. Zero point six percent of sample were included in hedonic lifestyle cluster, who showed poor health behaviors in all. Those included in passive lifestyle(11.9%) had no active health promoting activities but tended to avoid risk taking health behavior such as cigarette smoking and alcohol drinking. 2. As a result of logistic regression analysis, to compare with the individuals in good diet lifestyle, the prevalence of chronic diseases of those in fitness lifestyle showed higher and that of those in smoking lifestyle, drinking lifestyle, hedonic lifestyle, passive lifestyle showed lower than them, retrospectively. 3. Adjusting with general characteristics and health status, to compare with the individuals in good diet lifestyle, the proportion of those who had good health management practices in fitness lifestyle was higher, and the proportion of those who had health check in past 2 years was lower than them, retrospectively. Conclusions: There were some differences in health behavior patterns between rural population and national population, which influenced significantly on health status and health management practice of them. We suggested that the health promotion program for them be developed with considering these points.