• Information Systems Review
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• v.10 no.2
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• pp.137-158
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• 2008

Rapid development of various information technologies creates new opportunities in online and offline markets. In this changing market environment, customers have various demands on new products and services. Therefore, their power and influence on the markets grow stronger each year. Companies have paid great attention to customer relationship management. Especially, personalized product recommendation systems, which recommend products and services based on customer's private information or purchasing behaviors in stores, is an important asset to most companies. CRM is one of the important business processes where reliable information is mined from customer database. Data mining techniques such as artificial intelligence are popular tools used to extract useful information and knowledge from these customer databases. In this research, we propose a recommendation system that predicts customer's purchase intention. Then, customer's purchasing intention of specific product is predicted by using data mining techniques using receipt data set. The performance of this suggested method is compared with that of other data mining technologies.

• Korean Management Science Review
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• v.21 no.1
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• pp.1-17
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• 2004

A separate and distinct interaction with both the actual e-vendor and with its IT web site interface is at the heart of online shopping. Previous research has established, accordingly, that online purchase intention is the product of customer assessments of IT itself, specifically its perceived usefulness and ease-of-use(TAM). Since perceived usefulness and perceived ease of use are such a fundamental driver of usage intentions, it is important to understand the determinants of this construct and how their influence changes over the voluntariness towards the usage intention. The reason for voluntariness as a moderating variable is that it had the serious effect to the motivating in the making willingness of the internet shopping-mall usage. A better understanding of the determinants of perceived usefulness and perceived ease of use to the usage intention would enable us to design web site interventions that would increase user acceptance and usage of internet shopping-mall. Therefore, the goal of the present research is to extend TAM to include additional key determinants of TAM and to understand how the effects of these determinants change with the voluntariness of the usage intention of the internet shopping-mall.

• Journal of Intelligence and Information Systems
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• v.28 no.2
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• pp.1-18
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• 2022

As digital technology converges into the e-commerce market across industries, online transactions have activated, and the use of online has increased. With the recent spread of infectious diseases such as COVID-19, this market flow is accelerating, and various product information can be provided to customers online. Providing a variety of information provides customers with various opportunities but causes difficulties in decision-making. The recommendation system can help customers to make a decision more effectively. However, the previous research on recommendation systems is limited to only quantitative data and does not reflect detailed factors of products and customers. In this study, we propose an intelligent recommendation system that quantifies the attributes of products and customers by applying text mining techniques to qualitative data based on online reviews and integrates the existing objective indicators of total star rating, sentiment, and emotion. The proposed integrated recommendation model showed superior performance to the overall rating-oriented recommendation model. It expects the new business value to be created through the recommendation result reflecting detailed factors of products and customers.

• The Journal of the Convergence on Culture Technology
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• v.10 no.2
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• pp.493-498
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• 2024

With the rapid advancement of generative artificial intelligence technology, there is growing interest in how to utilize it in practical applications. Additionally, the importance of prompt engineering to generate results that meet user demands is being newly highlighted. Exploring the new possibilities of generative AI can hold significant value. This study aims to utilize ChatGPT 4.0, a leading generative AI, to propose an effective method for evaluating user experience through the analysis of online customer review data. The user experience evaluation method was based on the six-layer elements of user experience: 'functionality', 'reliability', 'usability', 'convenience', 'emotion', and 'significance'. For this study, a literature review was conducted to enhance the understanding of prompt engineering and to grasp the clear concept of the user experience hierarchy. Based on this, prompts were crafted, and experiments for the user experience evaluation method were carried out using the analysis of collected online customer review data. In this study, we reveal that when provided with accurate definitions and descriptions of the classification processes for user experience factors, ChatGPT demonstrated excellent performance in evaluating user experience. However, it was also found that due to time constraints, there were limitations in analyzing large volumes of data. By introducing and proposing a method to utilize ChatGPT 4.0 for user experience evaluation, we expect to contribute to the advancement of the UX field.

• Information Systems Review
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• v.26 no.2
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• pp.59-81
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• 2024

Online consumer reviews provide a variety of information from the customer perspective in terms of satisfaction and dissatisfaction. Negative emotional expression is a potential antecedent of review usefulness, and can also influence potential consumers' attitudes and decisions. In addition, because national culture provides a perspective from which individuals view the world and act, it is highly likely that differences in negative emotional expression will occur depending on culture. This study explores the relationship between national culture and negative emotional expression based on impression management theory and ultimately analyzes the impact on review usefulness. For empirical analysis, 16,076 reviews of 140 hotels located in Seoul were collected and analyzed using the PLS-SEM method. As a result of the analysis, it was found that power distance and masculinity culture dimensions had a positive effect on reviewers' negative emotional expressions, while uncertainty avoidance and long-term orientation had a negative effect. In addition, negative emotional expression was analyzed to have a positive effect on review usefulness even when review ratings were controlled.

• Information Systems Review
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• v.21 no.4
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• pp.175-195
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• 2019

This study conducted both big data and netnography analysis to analyze consumer needs and behaviors of online consumer community. Big data analysis is easy to identify correlations, but causality is difficult to identify. To overcome this limitation, we used netnography analysis together. The netnography methodology is excellent for context grasping. However, there is a limit in that it is time and costly to analyze a large amount of data accumulated for a long time. Therefore, in this study, we searched for patterns of overall data through big data analysis and discovered outliers that require netnography analysis, and then performed netnography analysis only before and after outliers. As a result of analysis, the cause of the phenomenon shown through big data analysis could be explained through netnography analysis. In addition, it was able to identify the internal structural changes of the community, which are not easily revealed by big data analysis. Therefore, this study was able to effectively explain much of online consumer behavior that was difficult to understand as well as contextual semantics from the unstructured data missed by big data. The big data-netnography integrated model proposed in this study can be used as a good tool to discover new consumer needs in the online environment.

• Management & Information Systems Review
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• v.37 no.4
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• pp.175-193
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• 2018

As a new type of business model in the market competition situation of tour companies, this study has developed to the online form of the travel industry to the business form which is the combination of the electronic commerce function and the mobile service process in the provision of the simple web-site, This study explores the difficulties of change for the development of the travel industry from the point of view that recognition is not a simple marketing strategy diversification means but a change of recognition as a business model for expanding new markets or creating new markets. The factors affecting the choice of online travel agent (OTA) and the factors that influence the choice of online travel agency were analyzed. Were used for the empirical survey. The purpose of this study is to investigate the factors influencing the choice of online travel agents who have experience with or experience using online travel agency (OTA), what factors are important to them, and how they differ in importance when visiting again. The results of this study are as follows: First, there was a significant difference between the first and second visitors of online travel agencies. The results of this study were as follows: Attitude toward resolving complaints, convenience of change and cancellation, delivery of tickets and documents, convenience of complaints, The emphasis should be on establishing and strengthening service environments such as the speed of updating the latest information, the simplicity of the booking procedure, the degree of satisfaction of the past, the ability of employees to handle their work, the safety of various payment methods and settlement, The results of this study are as follows: First, the satisfaction of the online travel agency is influenced by the selection factors of the selected online tour agency, and the A/S such as the convenience of prompt delivery, Environmental factors contributed to satisfaction. It is suggested that the systematic service structure such as customer satisfaction and ease of use is a necessary marketing strategy for survival and development of online travel agencies. It is suggested that the marketing concentration strategy with the first visitors as the target market is effective and this is a part of the marketing strategy for the survival of online travel agencies.

• Journal of KIISE:Software and Applications
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• v.35 no.6
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• pp.392-403
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• 2008

User reviews are valuable information that can be used for various purposes. In particular, the product reviews on online shopping sites are important information which can directly affect the purchasing decision of the customers. In this paper, we present our design and implementation of a system for summarizing the customer's opinion and the features of each product by analyzing reviews on a commercial shopping site. During the analysis process, several natural language processing(NLP) techniques and the semantic dictionary were used. The semantic dictionary contains vocabularies that are used to express product features and customer's opinions. And it was constructed in semi-automatic way with the help of the tool we implemented. Furthermore, we discuss how to handle the vocabularies that have different meanings according to the context. We analyzed 1796 reviews about 20 products of 2 categories collected from an actual shopping site and implemented a novel ranking system. We obtained 88.94% for precision and 47.92% for recall on extracting opinion expression, which means our system can be applicable for real use.

• The Journal of the Korea Contents Association
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• v.19 no.3
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• pp.10-21
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• 2019

With the 4th industrial revolution, the traditional logistics is shifting to the smart logistics, and it has led to rapid growth of logistics startup companies to support smart logistics. They build their mobile applications and customize their services in the areas of freight transport, parcel delivery services, freight tracking, on-demand logistics, transport intermediary platforms, online-to-offline business, and last mile delivery. In order for logistics startup to be successful, it should lead to sales and profit through customer satisfaction and continuous use by developing highly usable mobile applications. The evaluation of usability of mobile application should use different evaluation criteria from Web based applications because of the inherent characteristics of mobile phone. The purpose of this study is to evaluate the usability of the mobile application provided by the logistics startup and to draw out implications and improvement plans. Through the literature review, we will review the concept of smart logistics. Thus we derive the usability criteria suitable for mobile applications and perform usability testing.

• Management & Information Systems Review
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• v.29 no.4
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• pp.123-142
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• 2010

This study suggest that firms can use online brand communities as an IMC tool to achieve high brand loyalty through marketer-controlled or loyal customer-controlled brand contacts. In this perspective, the online brand community as a marketing communication tool can help the firm in eliciting favorable responses from customers. This study finds that an online brand community, as a critical marketing promotion tool, helps a firm elicit favorable relationship with customers and build strong brand loyalty. In particular, this study suggests several important theoretical and managerial implications. First, this study confirm that "advertising usefulness" is the most powerful and important factor that affects cgerial 's positive emotionomehile "sales promotion usefulness" impacmehin "interactivity" but dies not impacmhin "cgerial iexperience"ltyevent usefulness" impacmehin "cgerial iexperience"but dies not impacmhin "interactivity." In addition, "cgerial iexperience" signifn "itly impacmehin "cgerial -to-cgerial iinteractivity." This indicates that online environment provides participapacmwith a fun and exciting environment. In that sense, enhancing the online brand community experiencemwould be a critical factor for building strong brand. Thi", mword of mouth can play a riclly important role in making many cgerial s to trust brand and to enhance online brand community loyalty. Web users are becoming web authoore owning and creating content limited only by their imaginations.