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Individual Thinking Style leads its Emotional Perception: Development of Web-style Design Evaluation Model and Recommendation Algorithm Depending on Consumer Regulatory Focus
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Keon-Woo Kim (Kookmin University)
Do-Hyung Park (Kookmin University)
Vol. 24, No. 4, Page: 171 ~ 196
10.13088/jiis.2018.24.4.171
Keywords
Regulatory Focus, Emotion, Web-Style, Recommendation System, Thinking Style
Abstract
With the development of the web, two-way communication and evaluation became possible and marketing paradigms shifted. In order to meet the needs of consumers, web design trends are continuously responding to consumer feedback. As the web becomes more and more important, both academics and businesses are studying consumer emotions and satisfaction on the web. However, some consumer characteristics are not well considered. Demographic characteristics such as age and sex have been studied extensively, but few studies consider psychological characteristics such as regulatory focus (i.e., emotional regulation). In this study, we analyze the effect of web style on consumer emotion. Many studies analyze the relationship between the web and regulatory focus, but most concentrate on the purpose of web use, particularly motivation and information search, rather than on web style and design. The web communicates with users through visual elements. Because the human brain is influenced by all five senses, both design factors and emotional responses are important in the web environment. Therefore, in this study, we examine the relationship between consumer emotion and satisfaction and web style and design. Previous studies have considered the effects of web layout, structure, and color on emotions. In this study, however, we excluded these web components, in contrast to earlier studies, and analyzed the relationship between consumer satisfaction and emotional indexes of web-style only. To perform this analysis, we collected consumer surveys presenting 40 web style themes to 204 consumers. Each consumer evaluated four themes. The emotional adjectives evaluated by consumers were composed of 18 contrast pairs, and the upper emotional indexes were extracted through factor analysis. The emotional indexes were ‘softness,’ ‘modernity,’ ‘clearness,’ and ‘jam.’ Hypotheses were established based on the assumption that emotional indexes have different effects on consumer satisfaction. After the analysis, hypotheses 1, 2, and 3 were accepted and hypothesis 4 was rejected. While hypothesis 4 was rejected, its effect on consumer satisfaction was negative, not positive. This means that emotional indexes such as ‘softness,’ ‘modernity,’ and ‘clearness’ have a positive effect on consumer satisfaction. In other words, consumers prefer emotions that are soft, emotional, natural, rounded, dynamic, modern, elaborate, unique, bright, pure, and clear. ‘Jam’ has a negative effect on consumer satisfaction. It means, consumer prefer the emotion which is empty, plain, and simple. Regulatory focus shows differences in motivation and propensity in various domains. It is important to consider organizational behavior and decision making according to the regulatory focus tendency, and it affects not only political, cultural, ethical judgments and behavior but also broad psychological problems.
Regulatory focus also differs from emotional response. Promotion focus responds more strongly to positive emotional responses. On the other hand, prevention focus has a strong response to negative emotions. Web style is a type of service, and consumer satisfaction is affected not only by cognitive evaluation but also by emotion. This emotional response depends on whether the consumer will benefit or harm himself.
Therefore, it is necessary to confirm the difference of the consumer 's emotional response according to the regulatory focus which is one of the characteristics and viewpoint of the consumers about the web style.
After MMR analysis result, hypothesis 5.3 was accepted, and hypothesis 5.4 was rejected. But hypothesis 5.4 supported in the opposite direction to the hypothesis. After validation, we confirmed the mechanism of emotional response according to the tendency of regulatory focus. Using the results, we developed the structure of web-style recommendation system and recommend methods through regulatory focus. We classified the regulatory focus group in to three categories that promotion, grey, prevention. Then, we suggest web-style recommend method along the group. If we further develop this study, we expect that the existing regulatory focus theory can be extended not only to the motivational part but also to the emotional behavioral response according to the regulatory focus tendency. Moreover, we believe that it is possible to recommend web-style according to regulatory focus and emotional desire which consumers most prefer.
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사고가 시각을 바꾼다: 조절 초점에 따른 소비자 감성기반 웹 스타일 평가 모형 및 추천 알고리즘 개발
김건우 (국민대학교)
박도형 (국민대학교)
Keywords
감성, 사고, 조절 초점, 추천 시스템, 웹 스타일
Abstract
본 연구는 디자인 영역 중 웹 스타일에 대해서 소비자 감성과 만족과의 관계를 연구했다. 기존 웹 스타일 연구들은 웹의 레이아웃과 구조도 등과 색상 등이 감성에 미치는 영향에서 연구했다. 본 연구는 기존 연구들과차별되게 웹의 구성 요소를 배제하고 소비자의 감성 지표만을 갖고 소비자 만족과의 관계를 분석했다. 분석을위해 검증을 위해 소비자 204명을 대상으로 40개 웹 스타일 테마를 선정, 각 소비자에게 4개씩 평가하도록 하였다. 소비자에게 평가하도록 한 감성 형용사는 18개의 대비되는 쌍을 갖는 감성 형용사로 구성하였고, 요인 분석을 통해 상위 감성 지표를 추출했다. 각 감성 지표들은 ‘부드러움’, ‘모던함’, ‘명확함’, ‘꽉 참’ 이었으며, 감성지표들이 소비자 만족에 미치는 영향이 다를 것으로 판단하여 가설을 수립했다. 분석 결과에 따라 가설 1과 2, 3은 채택되었으며, 가설 4의 경우는 기각되었다. 가설 4의 경우 기각되었지만 정의 방향이 아닌 부의 방향으로유의한 것으로 나타났다. 이때, 조절 초점 성향이 감성이라는 정보처리 과정에서 소비자 만족에 미치는 영향이다를 것으로 판단했다. 조절 초점 성향은 조직 행동 및 의사결정에 영향을 주기도 하며, 정치, 문화, 윤리적 판단 및 행동은 물론 광범위적 심리적 문제와 사고 프로세스, 감정적 반응에도 영향을 미친다. 때문에 각 감성 지표에 대한 조절 초점 간 차이를 확인할 필요성이 있고, 각 감성 지표에 대한 세부 가설을 수립했다. 세부 가설을 검증하기 위해 조절 회귀 분석을 수행했다. 분석 결과 가설 5는 부분적으로 지지됐고, 가설 5.3만 지지되었고, 5.4의 경우 기각되었지만 가설과의 반대 방향으로 지지되었다. ‘명확함’의 경우 향상 초점이 소비자 만족에더 큰 영향을 보였고, 예방 초점일수록 ‘꽉 참’을 더 선호한 것으로 나타났다. 분석 결과를 바탕으로 조절 초점성향을 향상, 예방, 중간 성향으로 3집단으로 구분, 소비자 감성 기반으로 웹 스타일에 대한 추천을 할 수 있는알고리즘을 개발했다.
Cite this article
JIIS Style
Kim, K.-W., and D.-H. Park, "Individual Thinking Style leads its Emotional Perception: Development of Web-style Design Evaluation Model and Recommendation Algorithm Depending on Consumer Regulatory Focus", Journal of Intelligence and Information Systems, Vol. 24, No. 4 (2018), 171~196.

IEEE Style
Keon-Woo Kim, and Do-Hyung Park, "Individual Thinking Style leads its Emotional Perception: Development of Web-style Design Evaluation Model and Recommendation Algorithm Depending on Consumer Regulatory Focus", Journal of Intelligence and Information Systems, vol. 24, no. 4, pp. 171~196, 2018.

ACM Style
Kim, K.-W., and Park, D.-H., 2018. Individual Thinking Style leads its Emotional Perception: Development of Web-style Design Evaluation Model and Recommendation Algorithm Depending on Consumer Regulatory Focus. Journal of Intelligence and Information Systems. 24, 4, 171--196.
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@article{Kim:JIIS:2018:755,
author = {Kim, Keon-Woo and Park, Do-Hyung},
title = {Individual Thinking Style leads its Emotional Perception: Development of Web-style Design Evaluation Model and Recommendation Algorithm Depending on Consumer Regulatory Focus},
journal = {Journal of Intelligence and Information Systems},
issue_date = {December 2018},
volume = {24},
number = {4},
month = Dec,
year = {2018},
issn = {2288-4866},
pages = {171--196},
url = {http://dx.doi.org/10.13088/jiis.2018.24.4.171 },
doi = {10.13088/jiis.2018.24.4.171},
publisher = {Korea Intelligent Information System Society},
address = {Seoul, Republic of Korea},
keywords = { Regulatory Focus, Emotion, Web-Style, Recommendation System and Thinking Style
},
}
%0 Journal Article
%1 755
%A Keon-Woo Kim
%A Do-Hyung Park
%T Individual Thinking Style leads its Emotional Perception: Development of Web-style Design Evaluation Model and Recommendation Algorithm Depending on Consumer Regulatory Focus
%J Journal of Intelligence and Information Systems
%@ 2288-4866
%V 24
%N 4
%P 171-196
%D 2018
%R 10.13088/jiis.2018.24.4.171
%I Korea Intelligent Information System Society