Do-Hyung Park

The effect of negative online consumer reviews on product attitude: An information processing view

Online consumer reviews provide product information and recommendations from the customer perspective. This study investigates the effects of negative online consumer reviews on consumer product attitude. In particular, it examines the proportion and quality of negative online consumer reviews from the perspective of information processing. The elaboration likelihood model is used to explain the persuasive effect of the proportion and quality depending on product involvement. A high proportion of negative online consumer reviews elicits a conformity effect. As the proportion of negative online consumer reviews increases, high-involvement consumers tend to conform to the perspective of reviewers, depending on the quality of the negative online consumer reviews; in contrast, low-involvement consumers tend to conform to the perspective of reviewers regardless of the quality of the negative online consumer reviews. The experiment in this study uses 248 college students in Korea. The proposed hypotheses are tested by three-way analysis of covariance.

The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews

This paper investigates one type of electronic word-of-mouth (eWOM), the online consumer review. The study considers two components of review structure: the type and the number of reviews. Using the cognitive fit theory, we show that the type of reviews can be a key moderating variable to explain the inconsistent relationship between consumer expertise and WOM in previous research. This study examines which type of reviews cognitively fits consumers with a high (low) level of expertise. Using the elaboration likelihood model (ELM), we also investigate that the effects of the type of reviews and the number of reviews. The hypotheses were tested using a 2 (levels of expertise)x2 (types of reviews)x2 (number of reviews) mixed design including two control conditions. The results show that the effect of cognitive fit (the type of reviews) on purchase intention is stronger for experts than for novices while the effect of the number of reviews on purchase intention is stronger for novices than experts. This paper delivers managerial implications for online sellers providing consumer created reviews along with advertisements.

eWOM overload and its effect on consumer behavioral intention depending on consumer involvement

Online consumer reviews involving experiences, evaluations and opinions on products from previous consumers play two roles - an informant and a recommender. These two roles affect a consumers intention. However, there is a conflict between two roles when a large number of reviews are offered. From the perspective of the recommender role, consumers have more favorable attitude toward a product as a greater number of positive reviews are offered while consumers may be confronted with too much information, which results in information overload. This study investigates what consequences the tradeoff between two roles has on purchasing intention depending on consumer involvement.

Al2 O 3 Nanoencasulation of BaMgAl10 O 17 : Eu2 + Phosphors for Improved Aging Properties in Plasma Display Panels

We studied the aging characteristics of the plasma display panel (PDP) containing Al 2 O 3 -coated BaMgAl 10 O 17 :Eu 2+ blue phosphors and the thermal characteristics of coated phosphors. The nanoscale Al 2 O 3 coatings on BaMgAl 10 O 17 :Eu 2+ phosphors were obtained by the sol-gel method for an Al 2 O 3 concentration of 2.0 wt %, pH values from 2 to 4, and a solution temperature of 50°C. Transmission electron microscopy measurements confirmed the formation of nano and uniform coatings on BaMgAl 10 O 17 :Eu 2+ powders with the thickness of ∼8 nm. An optical enhancement (∼15%) was reported in the PDP containing Al 2 O 3 -coated BaMgAl 10 O 17 :Eu 2+ phosphors after a 3000 h longevity test of PDP (a discharge voltage of 170 V and an average current of 2.06 A). We proposed that this improvement originated from both the enhanced thermal stability of coated phosphors and the enhanced operating stability of PDP containing coated phosphors.

Performance—complexity tradeoffs of rateless codes

We analyze performance-complexity tradeoffs of rateless codes over noisy symmetric channels. Unlike in erasure channels, the decoder for such codes needs to use all received symbols in noisy channels because each of them have some information about the transmitted message. To reduce the complexity, the receiver can discard some unreliable symbols, but it must receive more symbols due to the lost information. This results in a performance-complexity tradeoff. We also consider another scenario where a rateless code is concatenated with a fixed-rate code, which is typically used in practice, e.g., in [1]. The fixed-rate code provides a soft-decision decoding and only correctly decoded blocks are used in the rateless code decoder. If some soft information of error-detected blocks is also used, the receiver can decode the message with less received symbols at the expense of increased processing. This results in another type of performance-complexity tradeoff. For these scenarios, we find the optimal tradeoffs and show sub-optimal tradeoffs achievable by practical rateless codes.

Visualization of brand positioning based on consumer web search information: Using social network analysis

Purpose Online web searches have played crucial roles in influencing consumers’ purchasing decisions. Web search traffic information enables researchers and practitioners to better understand consumers in terms of their preferences and interests, among other things. The purpose of this paper is to use web search traffic information provided by Google Trends to derive relationships among product brands as well as those between product brands and product attributes to propose a method to enhance the visibility of consumer brand positioning. Design/methodology/approach This study builds upon the interesting observation that consumers’ behavior in performing simultaneous searches, or searches including two or more keywords, can be converted into data indicating relationships among brands as well as those between brands and their attributes. The study focuses on the cases of hybrid cars and tablet PCs, and applies a social network analysis method to identify these relationships. Time series information on web search traffic is used because it can track these two product groups from the early stages to the present. This step is completed to verify the changes in the status of each brand and in their relationships that occurred in consumers’ minds over time. Findings Results show that consumers’ web search behaviors reveal the brand positioning and brand-attribute associations in their minds. Specifically, using consumers’ simultaneous search data, the authors derived relationships among brands (brand-brand network) from consumers’ behaviors of searching simultaneously for two brands and the relationships between brands and attributes (brand-product attributes network) from consumers’ behavior of searching simultaneously for a specific brand and certain product attributes. Originality/value Theoretically, this study verifies that consumers’ web search traffic information can be used to microscopically identify the positions of individual brands and their relationships in the minds of consumers. Regarding practical applications, this study proposes a method that can be used by companies to track how consumers perceive their brands by performing a simple and cost-effective analysis using the free search traffic information provided by Google.

Effects of 2D SiO2 Nanorod-Modified Substrates on the Morphology and CL Properties of ZnS:Mn Particle-like Thin-Film Phosphors

To improve light extraction from ZnS:Mn thin-film phosphors, we have studied the effects of introducing various two-dimensional (2D) SiO 2 nanorod arrays onto glass substrates. We determined the effects of 2D nanorods on the morphology and cathodoluminescence (CL) emissions of ZnS:Mn thin films with a view to optimizing the lattice constant of the array and the diameters of the nanorods. Particle-like thin-film phosphors were obtained from the sputtering growth of ZnS:Mn thin films on the nanorod-modified glass substrates, particularly for nanorods with higher aspect ratios and lower nanorod array density. We obtained a significant enhancement (a factor of ∼6.4) of the CL extraction efficiency at the interface between ZnS and air, for low voltage (1.0-6.0 kV) electron beam excitation of ZnS:Mn thin-film phosphors deposited on 2D SiO 2 nanorod-modified substrates. This improvement in the extraction efficiency is due to the uniform and nanoscale particle-like morphology of these thin-film phosphors, as well as to the diffraction scattering produced by the 2D periodic nanorod array.

Joint Determination of Power and Decoding Order for Successive Inter- and Intra-Cell Interference Cancellation

The performance of multiple access systems mainly depends on the management of interference arising from both intra-cell and inter-cell transmission. Successive interference cancellation (SIC) is a promising approach to manage interference in both the practical and information theoretic senses. Because the messages of the cell boundary users are likely to be decoded not only at the serving base station but also at an adjacent base station, it is possible to subtract inter-cell interference of the cell boundary users before SIC of the intra-cell users. This is the motivation of our work. In this paper, we first decode the messages of the adjacent cell boundary users and subtract them, and then perform SIC within the serving users. It shows better performance compared to the conventional schemes with the SIC within the serving users only.

Leveraging your knowledge to my performance: The impact of transactive memory capability on job performance in a social media environment

Abstract The explosive growth of the internet as the main source of information and knowledge has greatly impacted the manner in which people make use of their memory. As a result, interest in the internet environment, and in particular in the role of transactive memory in a social media environment, has been heightened. Transactive memory is the shared memory system that is formed through interactions between people. Through social media, people have been able to form various human networks, which in turn have made it possible to acquire new information and knowledge. In this sense, the utility of transactive memory has been further increased in a social media environment. This study introduced social interaction, social presence, self-monitoring, and core self-evaluation as the factors impacting the formation of transactive memory capacity. The impacts of transactive memory capability on the tertius iungens orientation and individual job performance were also verified. Data from 225 workers was collected to verify the research model introduced in this study, which was empirically verified using a structural equation model. The study revealed that the four antecedent factors included in the research model significantly impacted individuals’ transactive memory capability and that the transactive memory capability positively influenced the tertius iungens orientation and job performance. Lastly, the results of the study were discussed, and the theoretical and practical implications were introduced.

Innovative service concept generation based on integrated framework of design thinking and VRIO: the case of information supporting system for SMEs in Korea

Recently, as Information resources being distributed in large quantities, small and medium-sized enterprises perspective, the ability to integrate and utilize the data itself became insufficient. Therefore, in order to compensate for this problem, in the consumer side, it is necessary to integrate the information that has been personalized. In the provider side, it is necessary to convert the information that has been popularized into custom information. The aim of this study is to derive strategic support services by investigating small and medium-sized enterprises information needs and information resources analysis. To do so, this study attempted to develop a concept based on the design thinking methodology that is deemed to innovation concepts. Furthermore, we are trying to integrate the VRIO framework to design thinking methodology. We expect several key insights based on the integrated approach and will derive innovative concepts. This study will be the first attempt to develop a service concept that is based on consumer insight in the public institutions. In addition, these services enable SMEs to take advantage of the information and to improve their information capacity.