• The Journal of the Korea Contents Association
• /
• v.21 no.11
• /
• pp.375-388
• /
• 2021

This study aims to contribute to the understanding of consumer behavior during the COVID-19 by comparing blog reviews of an over-the-top (OTT) online video service from before and during the pandemic. We anticipate that the COVID-19 outbreak prompts the use of the OTT service as part of an emotion-focused coping strategy derived from the loss of personal control and the subsequent avoidance motivation. We also posit that a strong yearning for life before COVID-19 will increase interest in the content that fulfills a need for nostalgia. Our analysis of Netflix reviews provides empirical evidence of the effects of an emotion-focused coping strategy and nostalgia on OTT service usage. First, the titles of the reviews posted during COVID-19 indicate that consumers were less likely to mention OTT services other than Netflix, more interested in domestic content, and used OTT services as an avoidance-denial strategy. Second, the blog content demonstrates that while pre-COVID reviews tend to focus on the practical benefits of OTT services, those posted during the pandemic focus on mood, emotions, and dialogue. In addition, interest in comedy and romance genres increased during COVID-19. Third, we identified a greater preference for realistic or everyday content that depicted the pre-pandemic era. This is the first empirical study to investigate the effects of COVID-19 on video streaming usage in Korea. In addition, this research contributes to the field of marketing by expanding our understanding of online video service users during COVID-19 and identifies practical implications for OTT services in the midst of a pandemic.

• Journal of The Korean Association For Science Education
• /
• v.43 no.6
• /
• pp.573-582
• /
• 2023

This study aimed to explore the potential use of artificial intelligence in science education for gifted students by analyzing the structure of abstracts written by students at a gifted science academy and comparing the performance of various elements extracted using AI. The study involved an analysis of 263 graduation theses from S Science High School over five years (2017-2021), focusing on the frequency and types of background, objectives, methods, results, and discussions included in their abstracts. This was followed by an evaluation of their accuracy using AI classification methods with fine-tuning and prompts. The results revealed that the frequency of elements in the abstracts written by gifted students followed the order of objectives, methods, results, background, and discussions. However, only 57.4% of the abstracts contained all the essential elements, such as objectives, methods, and results. Among these elements, fine-tuned AI classification showed the highest accuracy, with background, objectives, and results demonstrating relatively high performance, while methods and discussions were often inaccurately classified. These findings suggest the need for a more effective use of AI, through providing a better distribution of elements or appropriate datasets for training. Educational implications of these findings were also discussed.

• Knowledge Management Research
• /
• v.25 no.2
• /
• pp.19-47
• /
• 2024

Organizational ability to analyze and utilize data plays an important role in knowledge management and decision-making. This study aims to investigate the potential application of large language models in corporate data analysis. Focusing on the field of human resources, the research examines the data analysis capabilities of these models. Using the widely studied IBM HR dataset, the study reproduces machine learning-based employee turnover prediction analyses from previous research through ChatGPT and compares its predictive performance. Unlike past research methods that required advanced programming skills, ChatGPT-based machine learning data analysis, conducted through the analyst's natural language requests, offers the advantages of being much easier and faster. Moreover, its prediction accuracy was found to be competitive compared to previous studies. This suggests that large language models could serve as effective and practical alternatives in the field of corporate data analysis, which has traditionally demanded advanced programming capabilities. Furthermore, this approach is expected to contribute to the popularization of data analysis and the spread of data-driven decision-making (DDDM). The prompts used during the data analysis process and the program code generated by ChatGPT are also included in the appendix for verification, providing a foundation for future data analysis research using large language models.

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

• Journal of Service Research and Studies
• /
• v.14 no.1
• /
• pp.77-90
• /
• 2024

This research aims to investigate methods of leveraging generative artificial intelligence in service sectors where consumer sentiment and experience are paramount, focusing on minimizing hallucination phenomena during usage and developing strategic services tailored to consumer sentiment and experiences. To this end, the study examined both mechanical approaches and user-generated prompts, experimenting with factors such as business item definition, provision of persona characteristics, examples and context-specific imperative verbs, and the specification of output formats and tone concepts. The research explores how generative AI can contribute to enhancing the accuracy of personalized content and user satisfaction. Moreover, these approaches play a crucial role in addressing issues related to hallucination phenomena that may arise when applying generative AI in real services, contributing to consumer service innovation through generative AI. The findings demonstrate the significant role generative AI can play in richly interpreting consumer sentiment and experiences, broadening the potential for application across various industry sectors and suggesting new directions for consumer sentiment and experience strategies beyond technological advancements. However, as this research is based on the relatively novel field of generative AI technology, there are many areas where it falls short. Future studies need to explore the generalizability of research factors and the conditional effects in more diverse industrial settings. Additionally, with the rapid advancement of AI technology, continuous research into new forms of hallucination symptoms and the development of new strategies to address them will be necessary.

• Smart Media Journal
• /
• v.13 no.2
• /
• pp.52-61
• /
• 2024

In the shipyard, aerial images are acquired at regular intervals using Unmanned Aerial Vehicles (UAVs) for the management of external storage yards. These images are then investigated by humans to manage the status of the storage yards. This method requires a significant amount of time and manpower especially for large areas. In this paper, we propose an automated management technology based on a semantic segmentation foundation model to address these challenges and accurately assess the status of external storage yards. In addition, as there is insufficient publicly available dataset for external storage yards, we collected a small-scale dataset for external storage yards objects and equipment. Using this dataset, we fine-tune an object detector and extract initial object candidates. They are utilized as prompts for the Segment Anything Model(SAM) to obtain precise semantic segmentation results. Furthermore, to facilitate continuous storage yards dataset collection, we propose a training data generation pipeline using SAM. Our proposed method has achieved 4.00%p higher performance compared to those of previous semantic segmentation methods on average. Specifically, our method has achieved 5.08% higher performance than that of SegFormer.

• The Transactions of the Korea Information Processing Society
• /
• v.13 no.3
• /
• pp.148-155
• /
• 2024

Despite the increasing importance of irony and sarcasm detection in the field of natural language processing, research on the Korean language is relatively scarce compared to other languages. This study aims to experiment with various models for irony detection in Korean text. The study conducted irony detection experiments using KoBERT, a BERT-based model, and ChatGPT. For KoBERT, two methods of additional training on sentiment data were applied (Transfer Learning and MultiTask Learning). Additionally, for ChatGPT, the Few-Shot Learning technique was applied by increasing the number of example sentences entered as prompts. The results of the experiments showed that the Transfer Learning and MultiTask Learning models, which were trained with additional sentiment data, outperformed the baseline model without additional sentiment data. On the other hand, ChatGPT exhibited significantly lower performance compared to KoBERT, and increasing the number of example sentences did not lead to a noticeable improvement in performance. In conclusion, this study suggests that a model based on KoBERT is more suitable for irony detection than ChatGPT, and it highlights the potential contribution of additional training on sentiment data to improve irony detection performance.

• The Journal of Art Theory & Practice
• /
• no.14
• /
• pp.125-158
• /
• 2012

After liberation from Japanese colonial rule in 1945, there was the three-year period of United States Army Military Government in Korea. In 1948, Democratic People's Republic of Korea, and Republic of Korea were established in the north and south of the Korean Peninsula. The Republic of Korea is now a modern state set in the southern part of the Korean. We usually refer to Koreans as people who belong to the Republic of Korea. Can we say that is true exactly? Why make of this an obsolete question? The period from 1945 when Korea was emancipated from Japanese colonial rule to 1948 when the Republic of Korea was established has not been a focus of modern Korean history. This three years remains empty in Korean history and makes the concept of 'Korean' we usually consider ambiguous, and prompts careful attention to the silence of 'some Koreans' forced to live against their will in the blurred boundaries between nation and people. This dissertation regards 'Koreans' who came to live in the border of nations, especially 'Korean-Japanese third generation women artists'who are marginalized both Japan and Korea. It questions the category of 'Korean women's art' that has so far been considered, based on the concept of territory, and presents a new perspective for viewing 'Korean women's art'. Almost no study on Korean-Japanese women's art has been conducted, based on research on Korean diaspora, and no systematic historical records exist. Even data-collection is limited due to the political situation of South and North in confrontation. Representation of the Mother Country on the Artworks by First and Second-Generation Korean-Japanese(Zainich) Women Artists after Liberation since 1945 was published in 2011 is the only dissertation in which Korean-Japanese women artists, and early artistic activities. That research is based on press releases and interviews obtained through Japan. This thesis concentrates on the world of Korean-Japanese third generation women artists such as Kim Jung-sook, Kim Ae-soon, and Han Sung-nam, permanent residents in Japan who still have Korean nationality. The three Korean-Japanese third generation women artists whose art world is reviewed in this thesis would like to reveal their voices as minorities in Japan and Korea, resisting power and the universal concepts of nation, people and identity. Questioning the general notions of 'Korean women' and 'Korean women's art'considered within the Korean Peninsula, they explore their identity as Korean women outside the Korean territory from a post-territorial perspective and have a new understanding of the minority's diversity and difference through their eyes as marginal women living outside the mainstream of Korean and Japanese society. This is associated with recent post-colonial critical viewpoints reconsidering myths of universalism and transcendental aesthetic measures. In the 1980s and 1990s art museums and galleries in New York tried a critical shift in aesthetic discourse on contemporary art history, analyzed how power relationships among such elements as gender, sexuality, race, nationalism. Ghost of Ethnicity: Rethinking Art Discourses of the 1940s and 1980s by Lisa Bloom is an obvious presentation about the post-colonial discourse. Lisa Bloom rethinks the diversity of race, ethnicity, sexuality, and gender each artist and critic has, she began a new discussion on artists who were anti-establishment artists alienated by mainstream society. As migration rapidly increased through globalism lead by the United States the aspects of diaspora experience emerges as critical issues in interpreting contemporary culture. As a new concept of art with hybrid cultural backgrounds exists, each artist's cultural identity and specificity should be viewed and interpreted in a sociopolitical context. A criticism started considering the distinct characteristics of each individual's historical experience and cultural identity, and paying attention to experience of the third world artist, especially women artists, confronting the power of modernist discourses from a perspective of the white male subject. Considering recent international contemporary art, the Korean-Japanese third generation women artists who clarify their cultural identity as minority living in the border between Korea and Japan may present a new direction for contemporary Korean art. Their art world derives from their diaspora experience on colonial trauma historically. Their works made us to see that it is also associated with postcolonial critical perspective in the recent contemporary art stream. And it reminds us of rethinking the diversity of the minority living outside mainstream society. Thus, this should be considered as one of the features in the context of Korean women's art.

• Journal of the Korean Society of School Health
• /
• v.6 no.1
• /
• pp.9-44
• /
• 1993

An explorative and descriptive study in order to determine the effect of family structure and other socio-demographic variables on health behavior, belief, locus, and value and utilization of public health service was carried out. Data were collected from 1,653 subjects randomly sampled in three areas, Seoul, Kyunggi province, and Cheju province. From Seoul 849 subjects were selected, 397 subjects Kyunggi, and 407 subjects from Cheju, respectively. Self-reporting questionaires were administered during the period from March to June, 1992. The major findings were as follows: 1) The subjects visited herb-doctor's at irregular intervals mainly to have tonic medicine prepared. They preferred herb-doctor's rather than with doctors at clinics and hospitals. Statistically significant difference was found among the regions studied (p<0.05). 2) The reason for visiting hospitals was primarily for treatment of diseases. They preferred hospital because they felt that the hospitals offer much highly reliable treatment services as well as medical accessibility. For the purpose of hospital utilization, statistically significant differences existed among sex, educational level, family type and region. However, no significance was found among sex, educational level, and region (p<0.05). 3) The subjects utilized general hospitals mainly for diagnosis and treatment of diseases. They preferred general hospitals because of their much better facilities and reliability. Statistical significance was found among sex, educational level, and region (p<0.05). 4) The subjects visited dentist at irregular intervals basis. They visited once half a year or three to four months. their purpose of visit was mainly for diagnosis and treatment of diseases. Statistical significance differences were found among educational level, region and economic standard (p<0.05). 5) Whenever their illnesses were mild and the pharmacies was located in nearby they visited to pharmacies. They visited once a month and patient medicines. Statistically significant differences were found among sex, educational level and region (p<0.05). 6) The subjects believed that herb medicine was quite efficacious for treatment of some diseases, particularly by information handed down through time-honored tradition and experience. However, they recognized that the efficacy of folk medicine can vary with type and severity of diseases. Statistical significance was among sex, educational level, region and economic standard (p<0.05). 7) The reason why subjects believed that pray and superstition are effective for treatment of certain type of diseases, particularly in neuropathy, was the belief in God's almighty. Statistically significant differences were found among sex, educational level, regions and economic standard (p<0.05). 8) Most of subjects under same condition preferred western medicine because they believed that it is more scientific and prompts in showing therapeutic effect. Statistical significance was not found in the choice of type of public health service among, regions. But significant differences were found among sex, educational level and region (p<0.05). 9) The subjects looked for pharmacy if they thought the symptom was mild. However, they visited hospitals for chronic disease and general hospitals for emergency treatment. Statistical significances were found among educational level, region and economic standard (p<0.05). 10) Although most of students wanted to have a healthy life as for the component of health standard and value, they think that they are not healthy (p<0.05). As for the health behavior, significant difference was found in the proportion of smoking and drinking between educational level and region (p<0.05). The health locus was affected by educational level, and health behavior was influenced by region, sex and educational level. The utilization of type of public health service was influenced by family type and region, and health belief by region and educational level, and the health values by region and economic standard respectively, most of correlation showed statistical significance. Among them, the highest correlation was seen between locus of control and external/internal locus of control, which is quite obvious. The correlation between health belief and behavior was the next highest, but still low (0.343). All the other variables are low but significant except only a few of those. These findings indicate that health education should be incorporated into the curriculum so as to develop desirable health habit, and ability of self-control in accordance with their growth stages. A systematic and scientific understanding on the herb/folk medicine is needed, and greater reliability of the utilization of public health services are is still required. Health policy for equal distribution of health service throughout the country along the hierarchical health service system and complementary mutual assistance and cooperation among various health organizations are also required.

• Asia Marketing Journal
• /
• v.15 no.4
• /
• pp.61-101
• /
• 2014

This study investigates when and how disagreements in online customer ratings prompt more favorable product evaluations. Among the three metrics of volume, valence, and variance that feature in the research on online customer ratings, volume and valence have exhibited consistently positive patterns in their effects on product sales or evaluations (e.g., Dellarocas, Zhang, and Awad 2007; Liu 2006). Ratings variance, or the degree of disagreement among reviewers, however, has shown rather mixed results, with some studies reporting positive effects on product sales (e.g., Clement, Proppe, and Rott 2007) while others finding negative effects on product evaluations (e.g., Zhu and Zhang 2010). This study aims to resolve these contradictory findings by introducing preference heterogeneity as a possible moderator and causal attribution as a mediator to account for the moderating effect. The main proposition of this study is that when preference heterogeneity is perceived as high, a disagreement in ratings is attributed more to reviewers' different preferences than to unreliable product quality, which in turn prompts better quality evaluations of a product. Because disagreements mostly result from differences in reviewers' tastes or the low reliability of a product's quality (Mizerski 1982; Sen and Lerman 2007), a greater level of attribution to reviewer tastes can mitigate the negative effect of disagreement on product evaluations. Specifically, if consumers infer that reviewers' heterogeneous preferences result in subjectively different experiences and thereby highly diverse ratings, they would not disregard the overall quality of a product. However, if consumers infer that reviewers' preferences are quite homogeneous and thus the low reliability of the product quality contributes to such disagreements, they would discount the overall product quality. Therefore, consumers would respond more favorably to disagreements in ratings when preference heterogeneity is perceived as high rather than low. This study furthermore extends this prediction to the various levels of average ratings. The heuristicsystematic processing model so far indicates that the engagement in effortful systematic processing occurs only when sufficient motivation is present (Hann et al. 2007; Maheswaran and Chaiken 1991; Martin and Davies 1998). One of the key factors affecting this motivation is the aspiration level of the decision maker. Only under conditions that meet or exceed his aspiration level does he tend to engage in systematic processing (Patzelt and Shepherd 2008; Stephanous and Sage 1987). Therefore, systematic causal attribution processing regarding ratings variance is likely more activated when the average rating is high enough to meet the aspiration level than when it is too low to meet it. Considering that the interaction between ratings variance and preference heterogeneity occurs through the mediation of causal attribution, this greater activation of causal attribution in high versus low average ratings would lead to more pronounced interaction between ratings variance and preference heterogeneity in high versus low average ratings. Overall, this study proposes that the interaction between ratings variance and preference heterogeneity is more pronounced when the average rating is high as compared to when it is low. Two laboratory studies lend support to these predictions. Study 1 reveals that participants exposed to a high-preference heterogeneity book title (i.e., a novel) attributed disagreement in ratings more to reviewers' tastes, and thereby more favorably evaluated books with such ratings, compared to those exposed to a low-preference heterogeneity title (i.e., an English listening practice book). Study 2 then extended these findings to the various levels of average ratings and found that this greater preference for disagreement options under high preference heterogeneity is more pronounced when the average rating is high compared to when it is low. This study makes an important theoretical contribution to the online customer ratings literature by showing that preference heterogeneity serves as a key moderator of the effect of ratings variance on product evaluations and that causal attribution acts as a mediator of this moderation effect. A more comprehensive picture of the interplay among ratings variance, preference heterogeneity, and average ratings is also provided by revealing that the interaction between ratings variance and preference heterogeneity varies as a function of the average rating. In addition, this work provides some significant managerial implications for marketers in terms of how they manage word of mouth. Because a lack of consensus creates some uncertainty and anxiety over the given information, consumers experience a psychological burden regarding their choice of a product when ratings show disagreement. The results of this study offer a way to address this problem. By explicitly clarifying that there are many more differences in tastes among reviewers than expected, marketers can allow consumers to speculate that differing tastes of reviewers rather than an uncertain or poor product quality contribute to such conflicts in ratings. Thus, when fierce disagreements are observed in the WOM arena, marketers are advised to communicate to consumers that diverse, rather than uniform, tastes govern reviews and evaluations of products.