• Journal of Intelligence and Information Systems
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• v.19 no.2
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• pp.39-54
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• 2013

Recent explosive increase of electronic commerce provides many advantageous purchase opportunities to customers. In this situation, customers who do not have enough knowledge about their purchases, may accept product recommendations. Product recommender systems automatically reflect user's preference and provide recommendation list to the users. Thus, product recommender system in online shopping store has been known as one of the most popular tools for one-to-one marketing. However, recommender systems which do not properly reflect user's preference cause user's disappointment and waste of time. In this study, we propose a novel recommender system which uses data mining and multi-model ensemble techniques to enhance the recommendation performance through reflecting the precise user's preference. The research data is collected from the real-world online shopping store, which deals products from famous art galleries and museums in Korea. The data initially contain 5759 transaction data, but finally remain 3167 transaction data after deletion of null data. In this study, we transform the categorical variables into dummy variables and exclude outlier data. The proposed model consists of two steps. The first step predicts customers who have high likelihood to purchase products in the online shopping store. In this step, we first use logistic regression, decision trees, and artificial neural networks to predict customers who have high likelihood to purchase products in each product group. We perform above data mining techniques using SAS E-Miner software. In this study, we partition datasets into two sets as modeling and validation sets for the logistic regression and decision trees. We also partition datasets into three sets as training, test, and validation sets for the artificial neural network model. The validation dataset is equal for the all experiments. Then we composite the results of each predictor using the multi-model ensemble techniques such as bagging and bumping. Bagging is the abbreviation of "Bootstrap Aggregation" and it composite outputs from several machine learning techniques for raising the performance and stability of prediction or classification. This technique is special form of the averaging method. Bumping is the abbreviation of "Bootstrap Umbrella of Model Parameter," and it only considers the model which has the lowest error value. The results show that bumping outperforms bagging and the other predictors except for "Poster" product group. For the "Poster" product group, artificial neural network model performs better than the other models. In the second step, we use the market basket analysis to extract association rules for co-purchased products. We can extract thirty one association rules according to values of Lift, Support, and Confidence measure. We set the minimum transaction frequency to support associations as 5%, maximum number of items in an association as 4, and minimum confidence for rule generation as 10%. This study also excludes the extracted association rules below 1 of lift value. We finally get fifteen association rules by excluding duplicate rules. Among the fifteen association rules, eleven rules contain association between products in "Office Supplies" product group, one rules include the association between "Office Supplies" and "Fashion" product groups, and other three rules contain association between "Office Supplies" and "Home Decoration" product groups. Finally, the proposed product recommender systems provides list of recommendations to the proper customers. We test the usability of the proposed system by using prototype and real-world transaction and profile data. For this end, we construct the prototype system by using the ASP, Java Script and Microsoft Access. In addition, we survey about user satisfaction for the recommended product list from the proposed system and the randomly selected product lists. The participants for the survey are 173 persons who use MSN Messenger, Daum Caf$\acute{e}$, and P2P services. We evaluate the user satisfaction using five-scale Likert measure. This study also performs "Paired Sample T-test" for the results of the survey. The results show that the proposed model outperforms the random selection model with 1% statistical significance level. It means that the users satisfied the recommended product list significantly. The results also show that the proposed system may be useful in real-world online shopping store.

• Journal of Distribution Science
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• v.9 no.3
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• pp.15-23
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• 2011

This study examined the effects educational service elements have on the satisfaction of educational service; it also analyzed how such satisfaction influenced educational institutions' registration renewal and word-of-mouth communications about the schools. The key factors of educational services included the following four components: physical environment, education programs, instructors, and tuition fee. An investigation into how the factors of educational services in private educational institutions may affect consumer satisfaction was an additional goal of this study. Based on the cause-and-effect analysis of the above constructs, the degree of influence that each of the attributes and the component factors have on consumers' educational service selection, as well as the consumers' satisfaction, were explored. An empirical analysis was conducted on students who were taking classes in cram schools; the analysis was also conducted on the students' parents. The results indicated that the hypotheses regarding the elements of educational service, educational program, and the instructor factor were supported. Furthermore, a hypothesis concerning the effects educational service satisfaction has on re-registration and word of mouth was supported, as well. Upon aggregating the above study results, it was concluded that when determining the effects of satisfaction on educational service, the educational program, and the instructor factor played a crucial role, while physical surroundings and tuition did not. When addressing the influence of the educational services factors on educational services satisfaction, education programs and instructors had a positive effect, whereas physical environment and tuition fee had no statistically significant impact. According to the influence of educational services satisfaction on registration renewal and word-of-mouth effects, educational services satisfaction was found to be a positive influential factor for both. In addition, it was found that satisfaction of educational service had a positive effect on renewing enrollment and forming word-of-mouth recommendations. Although the research seems simple, some theoretical implications can be drawn, as follows: First, one interpretation of the findings that the programs' and instructors' factors had a positive effect on educational services satisfaction but the physical environment and tuition fee factors did not have a significant effect suggests that the greatest influence factors in educational services are educational programs and instructors. Second, increased educational services satisfaction may result in consumer behavior changing, resulting in more registration renewals and more favorable word-of-mouth comments. Third, increased educational services satisfaction may result in enhancing consumer responses, resulting in more registration renewals and more favorable word-of-mouth opinions. Further research directions should include developing an integrated model that will allow for variation over time, before and after purchases, in relation to consumers' choices of educational services.

• Journal of the Korean Institute of Landscape Architecture
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• v.49 no.5
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• pp.112-124
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• 2021

This study was conducted to examine and analyze local governments, park status, project characteristics, and the implementation in detail for private park special projects across the country as a means of responding to the sunsetting of urban parks. As a result of the analysis, first, the private park special project, was found to be mainly implemented in cities with a population of more than 100,000, so there was a limit to the application on military installations or in local small cities. Therefore, rather than applying the special system collectively, it was judged that institutional flexibility, considering the characteristics and size of local government, was needed. Second, the current special projects by the park creation donation collection method shows monotonous development centered on apartment houses, so it is necessary to diversify the development by introducing a park preservation method that purchases and donates park sites. Third, it was found that the area standard needs to be eased to less than 50,000m² to include parks with high utilization and good accessibility in urban areas of large cities, as the type and area of parks are limited. Fourth, most special projects are mountain parks, which are feared to damage the natural terrain and skyline, so separate ordinances should be established and applied, and development approaches should be made to allow nature and parks to coexist with the setting of detailed building guidelines for each type of facility. The guidelines should include, first, after the nationwide private park special projects are completed, standards for appropriate returns for similar projects should be established, institutional standards such as the recovery of excess profits should be established, and environmental reviews should be conducted. Second, it was found that local governments should institutionalize the composition of private consultations to promote the efficient management of projects through a cooperative system, and third, a roadmap for maintenance after the donation of special parks should be established.

• Journal of Intelligence and Information Systems
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• v.25 no.1
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• pp.139-161
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• 2019

The utilization of the e-commerce market has become a common life style in today. It has become important part to know where and how to make reasonable purchases of good quality products for customers. This change in purchase psychology tends to make it difficult for customers to make purchasing decisions in vast amounts of information. In this case, the recommendation system has the effect of reducing the cost of information retrieval and improving the satisfaction by analyzing the purchasing behavior of the customer. Amazon and Netflix are considered to be the well-known examples of sales marketing using the recommendation system. In the case of Amazon, 60% of the recommendation is made by purchasing goods, and 35% of the sales increase was achieved. Netflix, on the other hand, found that 75% of movie recommendations were made using services. This personalization technique is considered to be one of the key strategies for one-to-one marketing that can be useful in online markets where salespeople do not exist. Recommendation techniques that are mainly used in recommendation systems today include collaborative filtering and content-based filtering. Furthermore, hybrid techniques and association rules that use these techniques in combination are also being used in various fields. Of these, collaborative filtering recommendation techniques are the most popular today. Collaborative filtering is a method of recommending products preferred by neighbors who have similar preferences or purchasing behavior, based on the assumption that users who have exhibited similar tendencies in purchasing or evaluating products in the past will have a similar tendency to other products. However, most of the existed systems are recommended only within the same category of products such as books and movies. This is because the recommendation system estimates the purchase satisfaction about new item which have never been bought yet using customer's purchase rating points of a similar commodity based on the transaction data. In addition, there is a problem about the reliability of purchase ratings used in the recommendation system. Reliability of customer purchase ratings is causing serious problems. In particular, 'Compensatory Review' refers to the intentional manipulation of a customer purchase rating by a company intervention. In fact, Amazon has been hard-pressed for these "compassionate reviews" since 2016 and has worked hard to reduce false information and increase credibility. The survey showed that the average rating for products with 'Compensated Review' was higher than those without 'Compensation Review'. And it turns out that 'Compensatory Review' is about 12 times less likely to give the lowest rating, and about 4 times less likely to leave a critical opinion. As such, customer purchase ratings are full of various noises. This problem is directly related to the performance of recommendation systems aimed at maximizing profits by attracting highly satisfied customers in most e-commerce transactions. In this study, we propose the possibility of using new indicators that can objectively substitute existing customer 's purchase ratings by using RFM multi-dimensional analysis technique to solve a series of problems. RFM multi-dimensional analysis technique is the most widely used analytical method in customer relationship management marketing(CRM), and is a data analysis method for selecting customers who are likely to purchase goods. As a result of verifying the actual purchase history data using the relevant index, the accuracy was as high as about 55%. This is a result of recommending a total of 4,386 different types of products that have never been bought before, thus the verification result means relatively high accuracy and utilization value. And this study suggests the possibility of general recommendation system that can be applied to various offline product data. If additional data is acquired in the future, the accuracy of the proposed recommendation system can be improved.

• Management & Information Systems Review
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• v.38 no.1
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• pp.201-223
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• 2019

The purpose of this study is to verify empirically the causal relationship between service quality, ease of use, customer satisfaction, and repurchase intention of mobile shopping mall. And this study is to investigate the ease of use and customer satisfaction mediating effect of between service quality and repurchase intention. Therefore, 323 university students in Jeonnam area were surveyed and the structural equation model was derived based on previous research. Service quality of mobile shopping mall make a significant effect on using easiness, purchasing satisfaction and repurchase intention. However, among service quality of mobile shopping mall, service scape like mobile interface and site design made a positive effect on purchasing satisfaction, but did not any effect on repurchase intention. In other words, service quality factors that make positive effects on customer's pleasant using and repurchase intention make a positive effect on repurchase intention when providing and using the service customer wants faithfully rather than external part of the site and mutually influencing attitude or behavior well. The implications suggested by this study are as follows. First, service quality of mobile shopping mall makes a significant effect on repurchase intention, so it's necessary to improve CS service system so as to treat customers' inquiries or inconveniences actively during mobile shopping and return and refund of defective products quickly and conveniently. And, in addition to the finally used factors in analysis process, benefits using customers' grade by number of purchases, such as various events, coupons, reserve, etc. and active contents marketing strategies providing more various pleasures and values of shopping are necessary. Second, satisfaction of mobile shopping mall makes a positive effect on repurchase intention, so visiting of site and repurchasing of product are continuously done as customers' satisfaction on shopping mall is increasing. Therefore, shopping mall site requires differentiation of contents, exact plan and practice of service, marketing, etc. so that customers can feel more satisfaction. This study is significant as it systematically analyzed concepts of components that service quality of mobile shopping mall makes an effect on using easiness, purchasing satisfaction, and repurchase intention, verified the relations, systematized it by theoretical structure, and widened the understanding of effects making an effect on repurchase intention.

• Journal of Nutrition and Health
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• v.54 no.5
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• pp.534-546
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• 2021

Purpose: This study aimed at understanding meal kit purchasing behavior and investigating its relationship with the Nutrition Quotient (NQ) of young adults. Methods: We conducted a survey on adults in their 20s and 30s covering their meal kit purchase experience, satisfaction, recognition, and purchase intention, and examined the relationship between the meal kit purchase and their NQ from February to March 2021. Results: Among the 404 subjects, 37.9% of males and 48.0% of females had experience in purchasing a meal kit (p < 0.001). The highest response indicated that the purchase cost of meal kits was 10,000-20,000 Won at a time, and the frequency of purchase was less than once a month. The convenience of cooking was the main reason for the purchase of meal kits, which were consumed mainly in the evening with family. The satisfaction with the purchase experience of a meal kit was rated 3.6 points for males and 3.7 points for females out of 5 points, and the satisfaction experienced by women was significantly higher than men in terms of freshness of ingredients, packaging design, and adequacy of the quantity of content (p < 0.05). Recognition of the meal kit was rated 3.5 points for males and 3.7 points for females out of 5 points. The purchase intention of the meal kit was rated 3.8 points for those with prior purchase experience, 3.2 points for the non-experienced, 3.3 points for males, and 3.6 points for females out of 5 points each (p < 0.001). The NQ score of dietary behavior in females with experience of meal kit purchases was significantly higher than non-experience (p < 0.05). Conclusions: The dietary behavior of female showed a significant difference by the meal kit purchase experience. It is necessary to understand the consumers' meal kit purchasing behavior to enable the development of various health-oriented meal kit products.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.6
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• pp.197-211
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• 2021

In the service industry the types are diversifying and the scale of service companies is greatly improving. Such a phenomenon is caused by economic growth and technological development diversifying consumer needs creating demand for new services maturing the service industry and intensifying competition among companies in the form of global competition. It can be said that this is because it is necessary to improve competitiveness by utilizing the economy of scale. Research is needed on the impact of entrepreneurship on various outcome variables in order for service organization managers to respond quickly to diverse and rapidly changing environments and achieve organizational outcomes and corporate goals of management outcomes. The purpose of this study was to empirically analyze the relationship in which the entrepreneurial spirit of a manager influences the relationship between customer orientation, which is an organizational result, customer satisfaction, and financial result, which is a management result. In order to verify such research, the questionnaire was composed of one business owner questionnaire, two employee questionnaires, and two customer questionnaires. The questionnaire was distributed to a total of 400 companies, and the questionnaires of 340 companies were collected. Of these, 303 companies, excluding the questionnaires of 37 companies with many dishonest or missing values, were used for hypothesis testing. The results of this study can be summarized as follows. First, entrepreneurship had a positive (+) effect on customer orientation, supporting the hypothesis. Second, customer orientation showed a positive (+) effect on customer satisfaction, supporting the hypothesis. Third, customer satisfaction showed a positive (+) effect on financial outcomes, supporting the hypothesis. Fourth, it was found that entrepreneurship influences customer satisfaction through customer orientation, and customer satisfaction affects financial outcomes. It turns out that customer orientation between entrepreneurship and customer satisfaction is completely mediated, and customer satisfaction is completely mediated by customer orientation and financial outcomes. The relationship between entrepreneurship and management improved employee behavior and attitudes, which is an individual outcome, and this change was found to improve customer satisfaction, which is an organizational outcome. It makes frequent contact with customers in the process of servicing them. Employee roles are important at service contacts and influence service purchases. Employees facing customers through service contacts act as a decisive factor in maintaining a continuous relationship with customers. Within a beauty service company, it is necessary to create a customer-oriented environment among workers. It suggests that customer-oriented companies and employees can anticipate their desires and provide products or services of superior value to achieve greater customer satisfaction and a competitive advantage. In addition, it was clarified that customer satisfaction has an aspect relationship with financial management, which is a management result. Therefore, it is suggested that the entrepreneurial spirit is an important factor for the management of a beauty service company to secure competitiveness and improve results.

• Korea Science and Art Forum
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• v.31
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• pp.105-118
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• 2017

The purpose of study is to examine the effectiveness of exhibition sales promotions and purchase intention for reasonable visitors. Perceived behavior control determining moderating effects on the relationship among their sales promotions and purchase intention is used as a predictive variable of unexpected impulsive purchases or negative purchase intention contrary to business intention. A total of 315 visitors who experienced the sales promotions of G-Star 2016 in Busan respond to the questionnaire and 259 forms are used to analyze the data. The main results of this study were as follows. First, except to value-added sales promotion, all of sales promotions positively impact on visitors' purchase intention. Second, as a result of analyzing the moderating effects of the perceived behavioral control consisting of control belief and perceived power on the relationships among the sales promotions and purchase intention, the control belief moderated the sales promotions such as price-off and education on purchase intention. In addition, the perceived power moderated the sales promotions such as escape and entertainment on purchase intention. In a nutshell, the degree of perceived behavior control makes critically impact on the effectiveness of exhibition sales promotions. Based on this results, it yields new insights into the way of developing various sales promotion strategies according to different features of visitors.

• Journal of Nutrition and Health
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• v.56 no.3
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• pp.315-329
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• 2023

Purpose: This study examined the meal-kit consumption practices of adults in their 20s and 30s and analyzed the properties that should be given priority for improvement among the selection attributes to improve the quality of meal-kits. Methods: Statistical analyses were conducted using the SPSS program (ver. 28.0) for χ²-test, t-test, one-way analysis of variance, Duncan's multiple range test, factor analysis, and Importance-Satisfaction Analysis (ISA). Results: Of the 249 subjects surveyed, 85.5% had some experience of purchasing meal-kits, with significantly more females than males (p < 0.01), significantly more married people than single people (p < 0.05), significantly more employed people than unemployed people (p < 0.05). Meal-kits were purchased most frequently for meals (60.6%), from discount stores or supermarkets (44.6%), and priced between 10,000 won and 20,000 won per person (46.9%). The overall satisfaction with meal-kits was 4.1 out of 5.0 points. The frequency of purchases was Korean soup dishes (69.5%), Korean main dishes (47.4%), and Korean street snacks (46.9%). Factor analysis of the meal-kit selection attributes revealed, 4 factors: 'quality of food,' 'packaging and diversity,' 'quality of meal-kit,' and 'convenience and price.' Compared to single-person households, multi-person households placed significantly higher importance on the 'quality of food,' 'packaging and diversity,' and 'quality of meal-kit.' The factor, 'packaging and diversity' were significantly higher in the importance evaluation scores for females (p < 0.01), married people (p < 0.05), and people in their 30s (p < 0.05) among meal-kit consumers. According to the ISA results, a critical aspect that meal-kit manufacturers or sellers should strengthen is 'price.' Conclusion: Meal-kit products will need to be developed for various purposes that offer high value for money that can satisfy the consumers' needs to improve the satisfaction of meal-kit consumers.

• Journal of Ginseng Culture
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• v.6
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• pp.135-151
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• 2024

In order to compare the ginseng consumption culture of Korean and Chinese college students, their purchase status of ginseng products, attitudes toward ginseng, and satisfaction with ginseng products were examined, and the purchase and recommendation intention of ginseng products was investigated. It targeted 267 Korean college students and 318 Chinese college students who had experience eating ginseng products. As a result of the survey, in the case of Korean college student consumers, interest in ginseng products increased compared to before COVID-19, and the intention to purchase and recommend ginseng products increased. In addition, the higher the satisfaction with ginseng, the higher the frequency of ginseng purchase experience, the higher the social benefit attitude toward ginseng, and the higher the age, the higher the intention to purchase and recommend ginseng products. Chinese college student consumers had higher parental purchases than Korea, higher positive intentions to purchase and recommend social and psychological benefits, and their 20s are already more interested and friendly than Korea. What Korean college students and Chinese college student consumers have in common is that interest in health, safety, and environment has increased since before COVID-19, and interest in ginseng-related products has changed in individual experiences, indicating that individual experiences are important and Chinese college student consumers are influenced by parents. In particular, COVID-19 is an opportunity to recognize the importance of health, which is important to those in their 20s, and is actually related to purchase intention. Focusing on these results, it seems that expansion to preferred products for college student consumers and differentiation of marketing strategies according to family influence and consumption culture should be made, and these new changes due to COVID-19 seem to be a timely opportunity. At a time when interest in health and safety has increased, strategic preparations are needed for the future consumersociety to respond to changesin product diversity and convergence, changes in marketing media to meet consumer consumption values, and changesin consumer family types, such assingle households.