• Title/Summary/Keyword: personalization

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Study on Factors Affecting Effects of Online Behavioral Advertising (온라인 맞춤형 광고 효과에 미치는 요인들 연구)

  • Um, Namhyun;Kim, Sojung
    • The Journal of the Korea Contents Association
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    • v.19 no.12
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    • pp.376-388
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    • 2019
  • One important online marketing practice to emerge in recent years is online behavioral advertising. Online behavioral advertising entails a range of issues, including the following: personal information collection and usage agreements (three conditions: no agreement, agreement, or agreement with a reward), consumers' levels of perceived personalization (low vs. high), and consumers' level of online privacy concerns (low vs. high). The effects of all these is what this study is designed to examine, as it evaluates online behavioral advertising. Study findings suggest that types of information collection and usage agreement play a pivotal role in the evaluation of online behavioral ads. Individuals who provided the informed consent form with the possible reward had a more favorable attitude toward the brand than individuals who provided the informed consent form without a possible reward. In terms of personalization, the level of perceived personalization of the advertising message impacted consumers' attitudes toward the online behavioral ad and toward the brand. Finally, online privacy concerns appear to impact consumers' attitudes toward the online behavioral ad and toward the brand. Theoretical and practical implications are also discussed.

Research on Possibilies of Social Network Services through IPTV (IPTV를 통한 SNS 가능성에 관한 연구)

  • Kim, Hyun-Suk;Kim, So-Hyun
    • Journal of the HCI Society of Korea
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    • v.4 no.1
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    • pp.11-15
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    • 2009
  • Social Network Service has been extremely popular these days and providing diverse features and functions to users. Social networking and interest sharing in between users are key factors of SNS and this circles back to draw more users to the service. Web is the first media to provide SNS and mobile is the next. The service based on mobile environmental uniqueness such as Location-based-service(LBS) is the key success factors to convert users to web SNS to mobile SNS. TV has also been a possible SSN market to draw users to share interests and participation. However TV has been always community electronics in family members and personalization to provide SNS has been barrier to overcome. In this study, we explorer ideas of key factors of personalization in TV environment and conducted a field study to define characteristics of TV personalization in terms of depth, method, style and structure. Research finds out that there are significant differences in these categories.

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Similarity Measurement with Interestingness Weight for Improving the Accuracy of Web Transaction Clustering (웹 트랜잭션 클러스터링의 정확성을 높이기 위한 흥미가중치 적용 유사도 비교방법)

  • Kang, Tae-Ho;Min, Young-Soo;Yoo, Jae-Soo
    • The KIPS Transactions:PartD
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    • v.11D no.3
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    • pp.717-730
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    • 2004
  • Recently. many researches on the personalization of a web-site have been actively made. The web personalization predicts the sets of the most interesting URLs for each user through data mining approaches such as clustering techniques. Most existing methods using clustering techniques represented the web transactions as bit vectors that represent whether users visit a certain WRL or not to cluster web transactions. The similarity of the web transactions was decided according to the match degree of bit vectors. However, since the existing methods consider only whether users visit a certain URL or not, users' interestingness on the URL is excluded from clustering web transactions. That is, it is possible that the web transactions with different visit proposes or inclinations are classified into the same group. In this paper. we propose an enhanced transaction modeling with interestingness weight to solve such problems and a new similarity measuring method that exploits the proposed transaction modeling. It is shown through performance evaluation that our similarity measuring method improves the accuracy of the web transaction clustering over the existing method.

Device Personalization Methods for Enhancing Packet Delay in Small-cells based Internet of Things (스몰셀 기반 사물인터넷에서 패킷 지연시간 향상을 위한 디바이스 개인화 방법)

  • Lee, ByungBog;Han, Wang Seok;Kim, Se-Jin
    • Journal of Internet Computing and Services
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    • v.17 no.6
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    • pp.25-31
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    • 2016
  • Recently, with greatly improving the wireless communication technology, new services are created using smart sensors, i.e., machine-to-machine (M2M) and Internet of Things (IoT). In this paper, we propose a novel IoT device (IoTD) personalization method that adopt Small-cell Access Points (SAPs) to control IoTDs using user equipments (UEs), e.g., smart phones and tablet PC, from service users. First, we introduce a system architecture that consists of UE, IoTD, and SAP and propose the IoTD personalization method with two procedures, i.e., IoTD profile registration procedure and IoTD control procedure. Finally, through simulations, we evaluated the system performance of the proposed scheme and it is shown that the proposed scheme outperforms the conventional scheme in terms of the packet delay, packet loss probability, and normalized throughput.

Factors Influencing the Purchase Intention of Mobile Phones (휴대전화 구매의도에 영향을 미치는 요인)

  • Lee, Seung-Min;Jung, Hoe-Kyung
    • The Journal of the Korea Contents Association
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    • v.11 no.9
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    • pp.293-301
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    • 2011
  • This study intends to deduce various purchase intention influential factor for mobile phone and thereby to clarify the causal relationship between these factors and purchase intention. As a result of the analysis of this study, we could know that first, when the impact about brand attitude on consumers is bigger, a positive affect is induced and the effects about personalization interface were also positive. Second, we could know that when the innovative tendency of consumers is stronger, they experience positive affects and the impact on personalization interface was also effective. However, it was clarified that when the innovative tendency is stronger, the impact on price gets smaller. Third, when the imitation tendency of consumers was higher, positive affects were induced, and when the interest in personalization interface of consumers was higher, positive affects were induced and the interest in price also gets higher. Fourth, we could check the influence of affect in the purchase intention of mobile phones.

Web Search Personalization based on Preferences for Page Features (문서 특성에 대한 선호도 기반 웹 검색 개인화)

  • Lee, Soo-Jung
    • Journal of The Korean Association of Information Education
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    • v.15 no.2
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    • pp.219-226
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    • 2011
  • Web personalization has focused on extracting web pages interesting to users, to help users searching wanted information efficiently on the web. One of the main methods to achieve this is by using queries, links and users' preferred words in the pages. In this study, we surveyed from the web users the features of pages that are considered important to themselves in selecting web pages. The survey results showed that the content of the pages is the most important. However, images and readability of the page are rated as high as the content for some users. Based on this result, we present a method for maintaining relative weights of major page features differently in the profile for each user, which is used for personalizing web search results. Performance of the proposed personalization method is analyzed to prove its superiority such that it yields as much as 1.5 times higher rate than the system utilizing both queries and preferred words and about 2.3 times higher rate than a generic search engine.

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AI-based Digital Advertising Effects : focus on Customization Advertising and Personalization Advertising (AI기반 디지털 광고효과 연구 : 맞춤화광고와 개인화광고를 중심으로)

  • Chin, HongKun;Kim, MinJung
    • Journal of the Korea Convergence Society
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    • v.12 no.8
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    • pp.115-122
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    • 2021
  • This study attempted to examine how Personalization Advertising and Customization Advertising strategies affect consumers' Aad among AI-based Programmatic Advertising strategies that have been actively conducted recently. To this end, the relationship between two advertising strategies, the transportation, the overall emotional experience that occurs when acting, and Aad was examined structurally. As a result of a survey of 110 general people, Personalization Advertising had a negative influence on consumers' transportation, and the Customization Advertising strategy had a positive influence. In addition, transportation had a positive influence on the Aad. These results suggest the needs to actively induce consumers into Customization advertising situation, rather than the company's mechanical analysis and exposure-oriented advertising strategy.

Customer Perception of E-Service Quality: An Empirical Study in Indonesia

  • ARILAHA, Muhammad Asril;FAHRI, Johan;BUAMONABOT, Irfandi
    • The Journal of Asian Finance, Economics and Business
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    • v.8 no.6
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    • pp.287-295
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    • 2021
  • E-service quality has received attention from customer perception, especially online shopping customers. In the context of online shopping, e-service quality is believed to make an enormous contribution to customer perception. This study examines the effect of e-service quality (web design, responsiveness, reliability, trust, and personalization) on customer perception. A total of 278 respondents from South Sulawesi, North Sulawesi, Maluku, North Maluku, and Papua were involved and selected by purposive sampling method. The validity was tested using factor analysis with a loading factor value of ≥0, the reliability was tested by a Cronbach's Alpha value ≥0.6, and hypotheses were tested by regression analysis. The results show that e-service quality (web design, responsiveness, reliability, trust, and personalization) has a positive effect on customer perception. This study summarizes new findings regarding the positive effect of e-service quality (website design, responsiveness, reliability, trust, personalization) on customer perception as well as providing recommendations for future research. This research underlines that women dominate shopping more than men and that Generation Z dominates online shopping. In addition, the research provides new evidence that earnings do not determine how much online purchases will made by consumers as the majority of our respondents are students who are active purchasers.

Factors Affecting Mobile Advertising Acceptance: How Young Consumers React to Online Mobile Ads (모바일 광고 수용에 영향을 미치는 요인들: 젊은 소비자들은 온라인 모바일 광고에 어떻게 반응하는가)

  • Um, Namhyun
    • The Journal of the Korea Contents Association
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    • v.19 no.5
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    • pp.15-23
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    • 2019
  • Mobile devices have become the most influential media platform. Mobile advertising has thus grown much faster than any other type of advertising. This study is designed to examine antecedents of attitude toward mobile ads, antecedents such as irritation, personalization, and online information privacy concerns. The study also examines consumers' attitudes toward mobile ads as an antecedent of mobile advertising acceptance. Study findings suggest that irritation is not a statistically significant predictor of attitude toward mobile ads. An antecedent found to be positively related to attitude toward mobile ads is personalization and one found to be negatively related is online privacy concerns. Finally, consumers' attitudes toward mobile ads are found to be positively related to a general acceptance of mobile advertising. Practical implications are discussed.

A Research about Smartphone Characteristics and Service Quality and Commitment (스마트폰 특성 및 서비스 품질과 몰입에 관한 연구)

  • Cho, Hyen Suk;Yang, Seong-Bok
    • Journal of the Korea society of information convergence
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    • v.7 no.2
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    • pp.1-5
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    • 2014
  • In this study, the smartphone features and service quality to analyze the effects of immersion. Smartphone attribute convenience, entertainment, and a ubiquity. The quality of service is composed of interactivity and personalization. Empirical analyzed. Results of the characteristics entertaining smartphone has a significant impact on both the affective commitment and normative commitment. Ubiquity have had a significant effect on normative commitment. Personalization of service quality has a significant impact on affective commitment and normative commitment. Entertainment and of smartphone features, let's highlight of the personalization of service quality. Emotionally can increase the normative commitment.

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