Analysis of Research Trends of 'Word of Mouth (WoM)' through Main Path and Word Co-occurrence Network (주경로 분석과 연관어 네트워크 분석을 통한 '구전(WoM)' 관련 연구동향 분석)
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- Journal of Intelligence and Information Systems
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- v.25 no.3
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- pp.179-200
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- 2019
Word-of-mouth (WoM) is defined by consumer activities that share information concerning consumption. WoM activities have long been recognized as important in corporate marketing processes and have received much attention, especially in the marketing field. Recently, according to the development of the Internet, the way in which people exchange information in online news and online communities has been expanded, and WoM is diversified in terms of word of mouth, score, rating, and liking. Social media makes online users easy access to information and online WoM is considered a key source of information. Although various studies on WoM have been preceded by this phenomenon, there is no meta-analysis study that comprehensively analyzes them. This study proposed a method to extract major researches by applying text mining techniques and to grasp the main issues of researches in order to find the trend of WoM research using scholarly big data. To this end, a total of 4389 documents were collected by the keyword 'Word-of-mouth' from 1941 to 2018 in Scopus (www.scopus.com), a citation database, and the data were refined through preprocessing such as English morphological analysis, stopwords removal, and noun extraction. To carry out this study, we adopted main path analysis (MPA) and word co-occurrence network analysis. MPA detects key researches and is used to track the development trajectory of academic field, and presents the research trend from a macro perspective. For this, we constructed a citation network based on the collected data. The node means a document and the link means a citation relation in citation network. We then detected the key-route main path by applying SPC (Search Path Count) weights. As a result, the main path composed of 30 documents extracted from a citation network. The main path was able to confirm the change of the academic area which was developing along with the change of the times reflecting the industrial change such as various industrial groups. The results of MPA revealed that WoM research was distinguished by five periods: (1) establishment of aspects and critical elements of WoM, (2) relationship analysis between WoM variables, (3) beginning of researches of online WoM, (4) relationship analysis between WoM and purchase, and (5) broadening of topics. It was found that changes within the industry was reflected in the results such as online development and social media. Very recent studies showed that the topics and approaches related WoM were being diversified to circumstantial changes. However, the results showed that even though WoM was used in diverse fields, the main stream of the researches of WoM from the start to the end, was related to marketing and figuring out the influential factors that proliferate WoM. By applying word co-occurrence network analysis, the research trend is presented from a microscopic point of view. Word co-occurrence network was constructed to analyze the relationship between keywords and social network analysis (SNA) was utilized. We divided the data into three periods to investigate the periodic changes and trends in discussion of WoM. SNA showed that Period 1 (1941~2008) consisted of clusters regarding relationship, source, and consumers. Period 2 (2009~2013) contained clusters of satisfaction, community, social networks, review, and internet. Clusters of period 3 (2014~2018) involved satisfaction, medium, review, and interview. The periodic changes of clusters showed transition from offline to online WoM. Media of WoM have become an important factor in spreading the words. This study conducted a quantitative meta-analysis based on scholarly big data regarding WoM. The main contribution of this study is that it provides a micro perspective on the research trend of WoM as well as the macro perspective. The limitation of this study is that the citation network constructed in this study is a network based on the direct citation relation of the collected documents for MPA.
This paper is based on fieldwork conducted from July 6, 2003 to July 24 of 2003 among the Tungusgroups Hezhe, Daur, Oloqun, Owenke, and Mongolian in the areas of Heilongjiang and Inner Mongolia Provinces. Recognizing the need for more in-depth study among these groups, the present research shows that the Tungus people are archeologically, historically, and linguistically different from Korean Han ethnic group and challenges the link between Korean and Tungus groups since the Bronze Age. The comparison between the "House Spirit" belief of the Tungus people and Koreans reveals certain commonalities in the "Maru," "Kitchen," and "Samshin Spirit" practices. There are two possible reasons for such commonalities. Historically, the Korean Han ethnic group and the Tungus people were geographically intimate, and contact or transmission between the two groups occurred naturally. Also, immigration of refugees from the fallen Koguryo and Puyo to the Tungus region added another dimension of cultural contact. In contrast to the common features shared between the two groups, there also exists differences between the two groups House Spirit blief. The Korean Han group's "House Spirit" belief is based on the agricultural practices that separates the inside sacred and outside secular world of the houses, whereas the Tungus ethnic group's "House Spirit" belief is based on mobile herding life style with a less distinction between in and outside of house. Additionally, each Korean "House Spirit" has its own distinctive personality, and each spirit is placed and worshipped according to its function. In the Tungus group, all the "House Spirits" are located and worshipped in "malu," and some of the spirits are non-conventional house spirits. Moreover, Korean "House Spirits" form a kinship structure, placing Songju, the highest spirit, at the center. In the Tungus practice, such structure is not found. The tight cohesive family formation among the house spirits in the Korean "House Spirit" belief is also the most distinctive feature in its comparison with Chinese belief. In China, the highest spirit is Jiang Taigong or Qiwu, and the house spirits do not have kinship relations. Korean's Outhouse Spirit and Chowangshin are related to the Han Chinese's counterpart on certain levels? however, their basic structures are different. It is clear that the correlation of "Malu" "Chowangshin" and "Samshin" between Korea and Tungus indicate important role of Tungus cultural elements within Korea's "House Spirit" belief.
Benthic macroinvertebrates are important ecological and environmental indicators as primary or secondary consumers, and therefore are widely used in the evaluation of aquatic environments. However, there are no comprehensive river ecosystem monitoring surveys that link the major physicochemical water quality items with benthic macroinvertebrates in urban streams. Therefore, this study investigated the distribution characteristics of benthic macroinvertebrates and physicochemical water quality items (17 items) in Yangjaecheon and Yeouicheon from 2019 to 2020. At the same time, by applying Spearman's rank correlation analysis and nonmetric multidimensional scaling (nMDS) analysis in the water quality data and biotic index, we tried to provide basic data for diagnosing the current status of river ecosystems in major urban rivers in Seoul. Based on the study results, a total of 39 species and 3,787 individuals were identified in Yangjaecheon, the water quality(based on BOD, TOC, and TP) of Yangjaecheon was higher than Grade Ib(good), and the BMI using benthic macroinvertebrates appeared as Grade C(normal) at all the sites. In Yeouicheon, a total of 51 species and 4,199 individuals were identified, the water quality(based on BOD, TOC, TP) was higher than Grade Ib(good) similar to Yangjaecheon, and the BMI of both Upstream and Saewon bridge was Grade B(good), while Yeoui bridge was Grade C(normal). Overall, analysis results for the distribution of benthic macroinvertebrates by a nonmetric multidimensional scaling method showed no significant difference between the two streams (p=0.1491). Also, significant environmental variables related to benthic macroinvertebrates distribution were determined as water temperature and DO. On the other hand, the results of the correlation analysis between biotic index and major water quality items confirmed that R1 and BMI could be used for on-site urban river water quality evaluation.
I. Research Objectives: Most of the previous studies on diffusion have concentrated on efficacy of WOM communication with the use of variables at individual level (Iacobucci 1996; Midgley et al. 1992). However, there is a paucity of studies which investigated network's structural properties as antecedents of WOM from the perspective of consumers' sociocultural propensities. Against this research backbone, this study attempted to link the network's structural properties and consumer' WOM behavior on cross-national basis. The major research objective of this study was to examine the relationship between network properties and WOM by comparing Korean and Chinese consumers. Specific objectives of this research are threefold; firstly, it sought to examine whether network properties (i.e., tie strength, centrality, range) affect WOM (WOM intention and quality of WOM). Secondly, it aimed to explore the moderating effects of cutural orientation (uncertainty avoidance and individuality) on the relationship between network properties and WOM. Thirdly, it substantiates the role of innovativeness as antecedents to both network properties and WOM. II. Research Hypotheses: Based on the above research objectives, the study put forth the following research hypotheses to validate.
Since Jeju Ollegil opened in September 2007 and attracted the sensation of popularity throughout the country, the interest in 'Walking Trails' has increased, and the central ministries and the local governments composite and assign various 'Walking Trails'. Walking trails are not tours on which people go to see one spot and move to another spot by vehicle, but a long linear journey that leads people to see, to feel and to experience a region's landscape and culture while walking on the trail. 'Walking Trails' are efficient routes to discover and to use a former way and to link the various ecological regions' histories and cultural resources, so it is most important to select a route. Although the routes were selected by considering the various planning factors and giving each route a specified theme, some problems like the inconvenience of visitors caused by lack of facilities have occurred. After designation and construction of the trails, they were not properly evaluated by visitors. Therefore, it is the purpose of this study to suggest a better way to construct the trails by surveying visitor satisfaction and by analyzing the impact of planning a route on visitor satisfaction at Bukhansan Dulegil which was completed. For this study, with a questionnaire based on the literature review to identify the important planning factors for selecting a route, a survey was conducted on visitor satisfaction for each section and their intention to revisit and to recommend that trail. Based on the characteristics of each section that was identified in the field research, the trails were classified into five types and satisfaction of each type and each type was analyzed. In addition, analyzing the impact of planning factors on satisfaction, the impact of satisfaction on revisiting and recommending and visitors' perception of the theme, further improvement for better construction of the trail was presented. Satisfaction of sectors with strong natural elements was higher; 'walking comfort' was the highest planning factor affecting satisfaction. In addition, satisfaction was surveyed to have high influence on revisiting and recommending.
In emergency cases, such as the severe trauma involving the fracture of skull, spine, or cervical bone, from auto accident or a fall, and/or pneumothorax which can not be diagnosed exactly by the eye examination, it is necessary the radiological examination during transferring to the hospital for emergency care. The aim of this study was to design and evaluate the prototype of mobile medical image communication system based on CDMA 1X EVDO. The system consists of a laptop computer used as a transmit DICOM client, linked with cellular phone which support to the CDMA 1X EVDO communication service, and a receiving DICOM server installed in the hospital. The DR images were stored with DICOM format in the storage of transmit client. Those images were compressed into JPEG2000 format and transmitted from transmit client to the receiving server. All of those images were progressively transmitted to the receiving server and displayed on the server monitor. To evaluate the image quality, PSNR of compressed image was measured. Also, several field tests had been performed using commercial CDMA2000 1X-EVDO reverse link with the TCP/IP data segments. The test had been taken under several velocity of vehicle in seoul areas.
Agriculture is a primary industry that influenced by the weather or meterological factors more than other industry. Global warming and worldwide climate changes, and unusual weather phenomena are fatal in agricultural industry and human life. Therefore, many previous studies have been made to find the relationship between weather and the productivity of agriculture. Meterological factors also influence on the distribution of agricultural product. For example, price of agricultural product is determined in the market, and also influenced by the weather of the market. However, there is only a few study was made to find this link. The objective of this study is to investigate the effects of meterological factors on the distribution of agricultural products, focusing on the distribution of chinese cabbages. Chinese cabbage is a main ingredient of Kimchi, and basic essential vegetable in Korean dinner table. However, the production of chinese cabbages is influenced by weather and very fluctuating so that the variation of its price is so unstable. Therefore, both consumers and farmers do not feel comfortable at the unstable price of chinese cabbages. In this study, we analyze the real transaction data of chinese cabbage in wholesale markets and meterological factors depending on the variety and geography. We collect and analyze data of meterological factors such as temperatures, humidity, cloudiness, rainfall, snowfall, wind speed, insolation, sunshine duration in producing and consuming region of chinese cabbages. The result of this study shows that the meterological factors such as temperature and humidity significantly influence on the volume and price of chinese cabbage transaction in wholesale market. Especially, the weather of consuming region has greater correlation effects on transaction than that of producing region in all types of chinese cabbages. Among the whole agricultural lifecycle of chinese cabbages, 'seeding - harvest - shipment - wholesale', meterological factors such as temperature and rainfall in shipment and wholesale period are significantly correlated with transaction volume and price of crops. Based on the result of correlation analysis, we make a regression analysis to verify the meterological factors' effects on the volume and price of chines cabbage transaction in wholesale market. The results of stepwise regression analysis are shown in