• The Journal of the Korea Contents Association
• /
• v.15 no.8
• /
• pp.53-68
• /
• 2015

This study analyzed online word-of-mouth information using content analysis to help practical categorization of two-sided eWOM. A total of 402 online consumer reviews on search goods and experience goods were collected. Descriptive characteristics(information direction, length of review line) and content structural characteristics(product benefit types, information presentation methods) were used as analysis criteria. The study results are as follows. First, the types of two-sided e-WOM direction were made of positive/negative, negative/positive, positive/negative/ positive, and negative/positive/negative. Second, the length of two-sided eWOM was longer than the length of one-sided eWOM and blended type accounted for the highest proportion both one-sided and two-sided eWOM at the aspect of product benefit. Third, holistic presentation method was overwhelmingly high in one-sided eWOM, whereas blended and analytic presentation methods were somewhat high in two-sided eWOM. Fourth, holistic presentation method was high in search goods, whereas blended and analytic presentation methods were high in experience goods. Based on these results, implications for two-sided e-WOM study and further research issues were discussed.

• Journal of Korea Game Society
• /
• v.14 no.5
• /
• pp.61-68
• /
• 2014

In the generalization of mobile content use, feedback is a kind of alert that affects content immersion. An alert leads to separation from the content currently being used to transfer to content that raises the alert. Immersive interference can be recognized as a problem in mobile contents use. In this paper, we propose a serious game for overcomes immersion. interference from feedback and the foundation for interrelation research between feedback and immersion. The proposed serious game has been designed to present three kinds of feedback, specifically positive, negative, and hybrid feedback, through social information about the user. We also conducted an experiment to examine the correlation between three kinds of feedback and immersion while consuming digital content. The result of the experiment showed that negative feedback leads to higher immersion than positive feedback.

• The Korean Journal of Franchise Management
• /
• v.12 no.1
• /
• pp.45-55
• /
• 2021

Purpose: How to build the positive emotion of customer is very important, because it affects the positive attitude. Brand evidence has a significant impact on consumer behavior in terms of reinforcing consumers' perception of food service companies and differentiating them from competing brands. Thus, this study examines the effect of brand evidence on emotion (positive emotion and negative emotion), and attitude in restaurant industry. Research design, data, and methodology: This study examines the structural relationship among brand evidence, emotion, and attitude. Brand evidence divide into three sub-dimensions such as physical evidence, core service, and employee service. In order to test the purposes of this study, research model and hypotheses were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All constructs were measured by multiple items tested and developed in the previous research. The data were collected from 439 restaurant users from Seoul area were analyzed using SPSS 22.0 and SmartPLS 3.0 program. A total of 460 questionnaires were distributed and a survey was conducted for 4 weeks, and a total of 439 were used for analysis, excluding non-response data and 21 unusable response data among the collected questionnaires. Frequency analysis was conducted to identify the general characteristics of the survey subjects. To measure the reliability and validity of the measurement tools, confirmatory factor analysis was conducted. Structural model analysis was conducted to verify the research model. Result: The findings demonstrate that physical evidence, core service, employee service had positive effects on positive emotion. And core service and employee service had negative effects on negative emotion while physical evidence did not have. Also, positive emotion had positive effect on attitude and negative emotion had negative effect on attitude. Conclusions: The findings of this study provide guidelines on how to enhance competitiveness in restaurant industry through understanding brand evidence's effects on raising perceived consumer's emotion and attitude. Therefore, food service companies should establish a marketing strategy that can stimulate positive emotions through brand evidence, which is all factors related to service brands that influence consumers' evaluation of service products and purchase decision-making process.

• The Journal of Information Systems
• /
• v.32 no.2
• /
• pp.177-190
• /
• 2023

Purpose Recently, as a new business marketing tool, short form content focused on fun and interest has been shared as hashtags. By extracting positive and negative keywords from media audiences through comment analysis of social media news, various stakeholders aim to quickly and easily grasp users' opinions on major news. Design/methodology/approach YouTube videos were searched using the YouTube Data API and the results were collected. Video comments were crawled and implemented as HTML elements, and the collection results were checked on the web page. The collected data consisted of video thumbnails, titles, contents, and comments. Comments were word tokenized with the R program, comparing positive and negative dictionaries, and then quantifying polarity. In addition, social network analysis was conducted using divided positive and negative comments, and the results of centrality analysis and visualization were confirmed. Findings Social media users' opinions on issue news were confirmed by analyzing and visualizing the centrality of keywords through social network analysis by dividing comments into positive and negative. As a result of the analysis, it was found that negative objective reviews had the highest effect on information usefulness. In this way, previous studies have been reaffirmed that online negative information has a strong effect on personal decision-making. Corporate marketers will analyze user comments on social network services (SNS) to detect negative opinions about products or corporate images, which will serve as an opportunity to satisfy customers' needs.

• The Research Journal of the Costume Culture
• /
• v.21 no.3
• /
• pp.440-451
• /
• 2013

Because of the e-shopping market consumers now have diverse options to choose when placing their orders, and find it easy to obtain the required information through the Internet. Especially, for consumers, product reviews posted on an e-tailer's website have become more important criteria than such information available elsewhere. Hence, this study investigated the influence of the direction and evaluative contents of online reviews on consumer attitudes toward clothing products. Four types of online reviews based on direction (positive/negative) and evaluative content in review information (objective/subjective) were used in the experimental design. Further, stimulus reviews were developed. Credibility, usefulness of reviews, product preference, and purchase intention were the measured dependent variables in each of the four situations of online review presentations. The results indicated that, overall, positive and objective online reviews resulted in a higher level of consumer attitude. The content in these reviews had a relatively stronger influence than the direction on attitudes toward online reviews. Overall, objective reviews generated a higher level of credibility and usefulness of information than subjective reviews. Regarding subjective reviews, negative information was more related to credibility, whereas positive information was more related to usefulness. Further, positive information had a higher influence than negative information on consumer attitudes.

• International Journal of Computer Science & Network Security
• /
• v.22 no.2
• /
• pp.223-231
• /
• 2022

The application of computer software into the linguistic analysis of texts proves useful to arrive at concise and authentic results from large data texts. Based on this assumption, this paper employs a Computer-Aided Text Analysis (CATA) and a Critical Discourse Analysis (CDA) to explore the manipulative strategies of positive/negative presentation in Orwell's Animal Farm. More specifically, the paper attempts to explore the extent to which CATA software represented by the three variables of Frequency Distribution Analysis (FDA), Content Analysis (CA), and Key Word in Context (KWIC) incorporate with CDA decipher the manipulative purposes beyond positive presentation of selfness and negative presentation of otherness in the selected corpus. The analysis covers some CDA strategies, including justification, false statistics, and competency, for positive self-presentation; and accusation, criticism, and the use of ambiguous words for negative other-presentation. With the application of CATA, some words will be analyzed by showing their frequency distribution analysis as well as their contextual environment in the selected text to expose the extent to which they are employed as strategies of positive/negative presentation in the text under investigation. Findings show that CATA software contributes significantly to the linguistic analysis of large data texts. The paper recommends the use and application of the different CATA software in the stylistic and corpus linguistics studies.

• Journal of Life Science
• /
• v.17 no.4 s.84
• /
• pp.510-514
• /
• 2007

This study was carried on cool and RT(room temperature) storage of unhulled rice. In RT storage of an analysis of coefficient relation, high significant positive coefficients were observed in toyo index and breakdown, setback and protein content. high significant negative coefficients were showed setback and breakdown, breakdown and protein content. In cool storage of an analysis of coefficient relation, high significant positive coefficients were observed in toyo index and amylose content and gelatinization start temperature and protein content and high significant negative coefficients were showed toyo index and whiteness, toyo index and gelatinization start temperature, gelatinization start temperature and amylose content. In RT storage of a path coefficient analysis, a highest positive direct influence was observed in amylose content and a highest negative direct influence was protein content. Positive indirect influence was high revealed breakdown and protein content and negative indirect influence was gelatinization start temperature and Mg/K ratio. In cool storage of a path coefficient analysis, a highest positive direct influence was whiteness and a highest positive indirect influence was gelatinization start temperature. Positive indirect influence was high revealed gelatinization start temperature and amylose content, negative indirect influence was whiteness and gelatinization start temperature. In RT storage of Multiple regression equation of Toyo index based on physicochemical properties of unhulled rice, a highest coefficient of determination was revealed among five facters of whiteness, protein content, Mg/K ratio, amylose content and gelatinization start temperature. In cool storage of Multiple regression equation of toyo index based on physicochemical properties of unhulled rice, highest coefficient of determination was revealed among five facters of moisture content, amylose content, gelatinization start temperature, breakdown and setback.

• Journal of Korea Multimedia Society
• /
• v.22 no.9
• /
• pp.1091-1107
• /
• 2019

The purpose of this study is to technology impact assessment uncertainties and influences of factors for the coexistence technology in MR and to derive the ripple effect of the target technology in many different application fields. This survey is to evaluate the impact of new technologies on economy, society, culture, ethics and environment in advance and to reflect the results in policy research. As a result, we analyzed the positive and negative impacts predicted by the coexistence technology in MR in edutainment field by word cloud analysis. The purpose of these study is to strengthen the intrinsic intent of technology assessment on the edutainment fields to strengthen positive impacts and minimize adverse impacts by identifying the various factors affecting society when the coexistence technology in MR was commercialized as well as by evaluating the positive and negative impacts from a more balanced view.

• The Korean Journal of Franchise Management
• /
• v.12 no.2
• /
• pp.51-60
• /
• 2021

Purpose: Waiting occured frequently in the service industry. Because waiting time is perceived as a loss by customers, perceived waiting time affects positive and negative responses to restaurants. If the waiting time is perceived as long, the waiting receptivity to accept the wait may also decrease. Therefore, restaurant stores need to increase waiting satisfaction so that customers can feel the waiting time shorter. Therefore, in this study, the effect of perceived waiting time and waiting satisfaction of customers visiting Taiwanese restaurant companies on waiting acceptability, emotions (positive and negative emotions) and satisfaction is investigated. Research design, data, and methodology: This study examines the structural relationship between perceived latency, waiting satisfaction, emotion, and satisfaction. To verify the purpose of this study, a research model and hypothesis were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All configurations were measured with multiple items tested and developed in previous studies. Data collected from 407 Taiwanese restaurant customers were analyzed using SPSS 22.0 and SmartPLS 3.0 programs. Confirmatory factor analysis was performed to measure the reliability and effectiveness of the measurement tool. Structural model analysis was performed to validate the study model. Results: The study results are as follows. Perceived waiting time was found to have a positive effect on negative emotions. In addition, it was found that waiting acceptability had a negative effect on negative emotions, and had a positive effect on positive emotions and customer satisfaction. Positive emotions were found to have a significant positive effect on customer satisfaction. Also, waiting satisfaction was found to have a positive effect as a moderating variable on the relationship between perceived waiting time and waiting acceptability. Conclusion: According to the results of this study, perceived waiting time was found to have a negative effect on eating out consumers. However, if the waiting time is satisfied, waiting time will increase the waiting time acceptability. Therefore, if customers are satisfied with the waiting environment by improving the quality of the waiting environment, it will be possible to establish a marketing ^*strategy^* that stimulates the positive effect of the perceived waiting time.

• KOREAN JOURNAL OF CROP SCIENCE
• /
• v.1 no.1
• /
• pp.42-45
• /
• 1963

In a plant breeding program, an efficient selection of desired characters in a population is important. Generally, many agronomic characters in a given population are determined by polygenes and quantitatively inherited. In practice, the genetic relationship between two observed characters which are undoubtedly subjected to the environmental influence is difficult to identify. In recent years, many workers have attempted to understant the genetic relationship between characters in terms of genotypic correlation, and the knowledge thus gained should furnish many important and useful information for the planning of breeding, selection, and interpretation of the result. The genotypic correlation is the result of pleiotropy, linkage of genes(2, 3, 5, 6, 8) and natural or artificial selection(4). The purposes of this study were to estimate genotyric and phenotypic correlations between all possible pairs of nine characters. and to seek certain characters which may be useful as indicators of certain important agronomic characters. Weber and Moorthy(10), Johnson et al. (5) and Sheth(7) found that in general, the genotypic correlations were higher than the phenotypic correlations. Weiss et al. (11) obtained significant positive correlations between maturity and oil content, maturity and low protein content, and high protein content and low oil content. Weber and Moorthy(10) reported the positive genotypic correlations between flowering and maturity, yield and maturity, yield and plant height, yield and seed weight, and negative genotypic correlations between maturity and oil content, and oil content and seed weight. Johnson et al. (5) studied the genotypic and phenotypic correlations among 24 characters and concluded that selection based entirely on a long fruiting period, lateness, heavy seed, low protein, high oil and resistance to lodging would be effective in increasing yield. Sheth(7) found the following positive associations among characters; height and maturity, yield and lodging, low protein content and high oil content, and yield and low protein content. Hanson et al.(1) also reported high negative correlation between seed yield and protein content.