• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.19 no.3
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• pp.9-15
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• 2019

Large global online shopping malls, such as Amazon, offer services in English or in the language of a country when their products are sold. Since many customers purchase products based on the product reviews, the shopping malls actively utilize the sentimental analysis technique in judging preference of each product using the large amount of review data that the customer has written. And the result of such analysis can be used for the marketing to look the potential shoppers. However, it is difficult to apply this English-based semantic analysis system to different languages used around the world. In this study, more than 500,000 data from Amazon fine food reviews was used for training a deep learning based system. First, sentiment analysis evaluation experiments were carried out with three models of English test data. Secondly, the same data was translated into seven languages (Korean, Japanese, Chinese, Vietnamese, French, German and English) and then the similar experiments were done. The result suggests that although the accuracy of the sentimental analysis was 2.77% lower than the average of the seven countries (91.59%) compared to the English (94.35%), it is believed that the results of the experiment can be used for practical applications.

• The Journal of the Korea Contents Association
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• v.19 no.6
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• pp.168-178
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• 2019

This study takes a close look at the recent success of independent documentaries to find its implications and a way to invigorate Korean documentary ecosystems. To this aim, this study performed in-depth interviews with independent documentary film makers and television documentary directors. Also, it analyzed the case of POV (Point Of View), which is television's longest-running showcase for independent documentary films in the USA. The results display that independent documentaries convey competitive edge of contents and expansion of distribution and funding through film industry systems, based on the producer systems, global distribution networks of overseas pitching and film festivals, marketing and audience strategy of film industry. Although this shows its molding of documentary industry ecosystems, there are great needs for various platforms other than film industrial outlet in order to make an advancement of the ecosystems under the digital environment. POV works on the basis of 'open sourcing' form when collaborating with independent film makers. Independent documentaries picked up by POV are aired on PBS, streamed via its online service, and distributed through community screenings; this three-outlet strategy makes POV a unique platform and has a relevance and feasibility to apply for Korean documentary ecosystems. Therefore, this study suggests to create a platform adopting POV system hoping that more studies and efforts would come for various and novel platform building so to make more advanced and invigorated ecosystems of Korean documentary.

• Journal of the Korean Data Analysis Society
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• v.20 no.6
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• pp.2907-2915
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• 2018

Journal of the Korean Data Analysis Society founded in 1998 has played the role of a major application journal. In this study, we checked the objective of this journal by checking the abstracts for 10 years. Abstract data was crawled from the online journal site (kdas.jems.or.kr) and analyzed by topic model. As a result, we found 18 topics from 2680 abstracts that had several contents, for example, nursing, marketing, economics, regression, factor analysis, data mining and statistical inferences. Topic1 (regression) is most frequent with 460 documents and we found the usefulness of regression in the applied science area. We confirmed the significant 10 association rules using by Fisher's exact test. Also, for exploring the trend of topics, we conducted the topic analysis for two periods which are 2006-2011 period and 2012-2016 period. We found that the control study was more frequent than survey study over time and regression and factor analysis were frequent regardless of time.

• Journal of Digital Convergence
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• v.19 no.6
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• pp.225-232
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• 2021

Nowadays, opinion leaders influence the formation of public opinion on various issues in social network services. There has been a lack of research on the personal characteristics that inspire users to interact with opinion leaders and show intent to act. This paper verifies how the disposition of Facebook users' self-identity affects the quasi-social interaction with opinion leaders on Facebook and the intention to share information. As the perception and behavior of users on social media platforms differ depending on the type of issue, an online survey was conducted by classifying issue types into life culture and political sectors. Research found that personal identity had a significant positive effect on quasi-social interactions in the life culture and politics sectors, while group identity negatively affected quasi-social interactions. In addition, the intention to share information was confirmed to have a significant effect only in the life and culture areas of self-identity (social and group identity). Quasi-social interaction was confirmed to have a significant positive effect on all issue areas. The results of this study suggest the need to consider variations in opinion leader marketing strategies based on the types of self-identity of Facebook users in the future. In addition, the study shows that raising the level of quasi-social interaction at the corporate level without distinction of issue types can lead to effective results.

• Journal of Digital Convergence
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• v.19 no.3
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• pp.319-329
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• 2021

This study aims to investigate Korean fashion-related research trends and knowledge structures on digital transformation through information-based approaches. Accordingly, we first identified the current status of the relevant research in Korean academic literature by year and journal; subsequently, we derived key research topics through network analysis, and then analyzed major research trends and knowledge structures by time. From 2010 to 2020, we collected 159 studies published on Korean academic platforms, cleansed data through Python 3.7, and measured centrality and network implementation through NodeXL 1.0.1. The results are as follows: first, related research has been actively conducted since 2016, mainly concentrated in clothing and art areas. Second, the online platform, AR/VR, appeared as the most frequently mentioned topic, and consumer psychological analysis, marketing strategy suggestion, and case analysis were used as the main research methods. Through clustering, major research contents for each sub-major of clothing were derived. Third, major subject by period was considered, which has, over time, changed from consumer-centered research to strategy suggestion, and design development research of platforms or services. This study contributes to enhancing insight into the fashion field on digital transformation, and can be used as a basic research to design research on related topics.

• The Journal of Society for e-Business Studies
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• v.27 no.1
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• pp.15-28
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• 2022

Due to recent expansion of online market such as clothing, utilizing customer review has become a major marketing measure. User review has been used as a tool of analyzing sentiment of customers. Sentiment analysis can be largely classified with machine learning-based and lexicon-based method. Machine learning-based method is a learning classification model referring review and labels. As research of sentiment analysis has been developed, multi-modal models learned by images and video data in reviews has been studied. Characteristics of words in reviews are differentiated depending on products' and customers' categories. In this paper, sentiment is analyzed via considering review data and metadata of products and users. Gated Recurrent Unit (GRU), Long Short-Term Memory (LSTM), Self Attention-based Multi-head Attention models and Bidirectional Encoder Representation from Transformer (BERT) are used in this study. Same Multi-Layer Perceptron (MLP) model is used upon every products information. This paper suggests a multi-modal sentiment analysis model that simultaneously considers user reviews and product meta-information.

• Journal of the Korea Society of Computer and Information
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• v.27 no.4
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• pp.169-181
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• 2022

Currently, due to the activation of SNS live broadcasting, online services based on influencer live broadcasting are becoming a major consumption trend around the world. This study aims to verify the relationship between service quality, customer satisfaction, product characteristics, and acceptance intention for influencer broadcasting based on nfluencer broadcasting experiences in an Internet environment. This study conducted a survey of users who experienced live broadcasting on social media in Taiwan from June 29 to August 30, 2020, and a total of 253 copies were used for empirical analysis. The collected data were analyzed through SPSS 25.0. The results of the empirical analysis are summarized as follows. First, it was found that the service quality factors (reliability, tangibility, responsiveness, certainty, and empathy) of Taiwan's influencer live broadcast had a significant effect on live broadcast satisfaction. Second, it was found that the product characteristics of Taiwan's influencer live broadcasting had a significant effect on product satisfaction. Third, it was found that live broadcasting satisfaction and product satisfaction had a significant effect on the acceptance intention of new brands in Taiwan's influencer live broadcasting. This study will provide useful data for establishing efficient marketing strategies to improve live and product satisfaction and increase acceptance of new brands by identifying service quality factors and product characteristics of Taiwan's influencer Live Broadcasting.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.145-158
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• 2022

Although the rapid development of technology has led to a swift increase in the number of companies using social networking services (SNS), it will not be accurate to say that they have fully "utilized" the functionality of SNS simply by "using" these services. Therefore, this study aims to increase the convenience of using digital technology and help SNS users in extending the functionality of these services beyond their regular use and thus, revitalize the field by increasing the service providers' efficiency. In this study, the Facebook usage status of a graduate school newspaper from an undisclosed university in Seoul was analyzed from February to December, 2021 using the participant observation method. The results of the study revealed the following: First, it is necessary to diversify the subject and type of content to ensure a continuous supply of quality content; Second, there is a need to examine the user categories and characteristics by utilizing SNS functionalities such as, the target reports and insights, and based on this, supply content that meets the needs of the users; Third, to resolve the problem of low levels of user participation and an inactive Facebook account, it is necessary to mobilize new marketing tools like online events. The significance of this study is that it confronts the real problems faced by some companies that cannot keep pace with market changes in a digital environment, identifies failure factors, and proposes solutions to them.

• Korean Association of Arts Management
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• no.58
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• pp.121-152
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• 2021

This study attempted to analyze the effect of the color series of artworks installed as environmental stimuli in commercial spaces on the satisfaction of visitors and the moderating effect of the relationship. To this end, based on the SOR model of Stimulate-Organism-Response applied to burial environment research in the field of environmental psychology, and the preceding research using the SOR model, artwork color series(S)-mood and spaace amenity(O)-A research framework for satisfaction(R) was developed. In the experiment, an online questionnaire was conducted for domestic college students and graduate students by producing images with two conditions depending on the case where warm colors and cold colors were installed for the color series of artworks. As a result of verifying the difference in satisfaction of respondents corresponding to the two conditions through regression analysis, it was found that the warm color(vs. cold color) of the artwork color series induces higher visitor satisfaction. In addition, as a result of verifying the controlling factors of mood and space amenity variables in this relationship of influence, a significant moderating effect was found when the positive mood of warm colors(vs. cold colors) in the artwork color series was felt higher than the average. And, of the four types of space amenity, it was found that a significant moderating effect appeared when only comfort and aesthetics were measured as moderating variables. The result of this study proves that the warm color series of artworks that stimulate the physical environment of commercial spaces has a more positive effect on the satisfaction of visitors than the cold color series, and this is reinforced by positive mood, comfort, and aesthetics. It adds understanding and provides useful implications for marketing strategies for building an effective spatial image.

• The Korean Journal of Franchise Management
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• v.13 no.2
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• pp.17-31
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• 2022

Purpose: With the development of the Internet, consumers can quickly access the electronic word-of-mouth. Consumers seek to reduce uncertainty by referring to the opinions of other consumers about products and services when making purchase decisions. In the food service industry, evaluating a restaurant before an actual visitation is difficult. Therefore, electronic word-of-mouth is important to interact with the customer in restaurants. as it can be used as an exchange of information in which consumers participate and interact with other customers. This study was conducted to verify how online word-of-mouth characteristics (Consensus, Vividness, Neutrality) on attitudes and visit intention from the perspective of social exchange theory. And it was performed to verify the structural relationship between short-term visit intention, mid-term visit and long-term visit intention. Research design, data, and methodology: A survey was conducted on customers who have visited restaurants. Of a total of 312 responses, 306 responses were used, excluding insincere responses and missing values for factors analysis. SPSS 25.0 and AMOS 25.0 were used for statistical analysis, and hypothesis testing was conducted after verifying the validity and reliability of the questionnaire items. Result: The result of the analysis showed that, consensus and neutrality have a positive effect on attitude but not much on vividness. In addition, consensus, vividness, and neutrality have no effect on the short-term visit intention. Finally, the short-term visit intention has a positive effect on mid-term visit intention, and mid-term visit intention has a positive effect on long-term visit intention. Conclusions: Based on the results, this study suggested that it is necessary to have practical implications for marketing and monitoring restaurant reviews in consideration of the characteristics of electronic word-of-mouth. When managing electronic-word-of-mouth, it is necessary to manage the consensus and neutrality is essential to provide sufficient information about the restaurant. The focus should not only be on vividness, such as photos and videos. In addition, restaurants should also provide a good experience for first-time visitors as the short-term visit intention positively affects mid-term and long-term visit intention.