코로나19(COVID-19) 상황으로 감염예방과 관리지침에 따라, 정신간호학 실습을 대면으로 진행할 수가 없어, 긴급하게 온라인 실습으로 전환되었다. 이에 본 연구는 간호대학생의 정신간호학 현장실습 대체 온라인 실습에서 성찰일지를 내용분석하여 온라인 실습 교육과정의 질적인 향상을 위한 기초 자료로 활용 하고자 하였다. 연구 참여자는 2021년 정신간호학 온라인 실습에 참여한 간호대학 3학년 학생 31명의 성찰일지를 분석대상으로 하였다. 참여자의 실습이 종료된 2022년 4월 4일부터 5월 31일까지 자료 수집하 였고, 크리펜도르프(Krippendorff, 2019)의 내용분석에 따라 분석하였다. 정신간호학 온라인 실습 성찰일지 를 내용분석한 결과, ‘자기인식의 중요성을 확인함’, ‘정신건강의 가치를 알게 됨’, ‘정신질환자의 회복에 대해 생각함’, ‘치료적 의사소통 향상에 노력함’, ‘정신질환자에 대한 편견이 감소됨’, ‘온라인 실습에 대한 양가감정이 듦’의 6개의 범주로 도출되었다. 본 연구결과를 토대로 정신간호학 온라인 실습에서의 간호대 학생의 성찰의 의미를 파악할 수 있었고, 이러한 성찰일지를 대면 실습 혹은 정신건강전문가 양성과정에도 활용하여 연구하기를 제안한다.

This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy. Consumers from Southern Europe aged 55+ were included in semi-structured interviews. The study reveals insights into online behaviours and proposes an online brand advocacy framework for ageing consumers, contributing to the literature and offering managerial implications.

The study aims to explore older consumers’ insights by applying the netnography approach. The posts by corporate in their online community on Facebook were content analysed. Results reveal insight behaviours and classify corporate-generated content typologies, reflecting the motivation stages of older consumers to engage with the online community.

To remain competitive in the realm of the Internet, developers of new business models not only have to take into account the behavior of online consumers, but also their misbehavior. Today, companies are faced with special challenges regarding consumer misbehavior, particularly in the segment of online content providers (e.g. Netflix, Amazon Prime Video, etc.), where it has become a common practice to share an account with multiple persons, while only one of them is the rightful owner. Such misbehavior may lead to negative consequences, such as direct and indirect financial performance implications, increased workload to deal with dysfunctional customer behavior, underestimated membership, and a lack of understanding the true customer base (Harris & Raynolds, 2003; Hwang et al., 2009). Therefore this study investigates account sharing as a part of customer misbehavior with a qualitative approach to identify customers’ reasons for account sharing. Thereby this investigation makes meaningful implications for companies (e.g., Netflix) and research alike.

This paper presents a way of classifying qualitative online consumer reviews (OCRs) in terms of functional and emotional dimensions and measures the direct and indirect impact of both volume and valence of OCRs on product sales. Utilizing four million online postings across 342 mobile games for thirty months, the authors use text analysis and word classification and identify 74 representative words to describe the various levels of functional OCRs consisting of product quality, product innovativeness, price acceptability, and product simplicity, and emotional OCRs including anger, fear, shame, love, contentment, and happiness. They combine the resulting OCR volumes with weekly sales, resulting in 1,835 observations for analysis with hierarchical Bayesian methods. Results suggest that the volume and valence of aggregated functional OCRs and the valence of aggregated emotional OCRs have the positive effects on sales. The volume and valence of functional OCR subcategories have mixed effects on sales and the link is moderated by the share of emotional OCR subcategories. Further, a sales forecasting model which includes 13 variables of OCR subcategories shows the best predictive validity.

Introduction Current research investigated whether emotionality of content would facilitate the possibility to share information on social media by using event-related potentials. Theoretical development Emotionality is an excitatory state which evokes autonomic nervous system. Previous studies suggested that stimuli with high emotionality elicited increased P100/P200 amplitudes relative to stimuli with low emotionality (Huang & Luo, 2006). Research design We tested the purpose in an affective priming paradigm in which participants were exposed to online content (i.e. the "prime" stimulus) followed by a stimulus (i.e. the "target" stimuli) from International Affective Picture System. Participants were required to judge whether the target was neutral white picture. Next, a nine-point Likert scale was followed to assess the level of emotionality for online content. Result and conclusion We observed a congruency effect in the priming effect. More importantly, early brain potentials P100/P200 were higher when participants were exposed to online content with more possibility to share than online content with less possibility to share. This finding could be explained by the "response level account" theory (Fazio, 2001). This study provides an insight to neural mechanism underlying emotionality of online content.

Customers’ final purchase decisions for electronic products are understandably influenced by previous experiences, marketing messages such as price and promotion, and opinions from other consumers (Simonson and Rosen 2014). In particular, millions of product reviews are posted daily on online review boards or social media represent aggregate consumer preference data (Decker and Trusov 2010). Past studies analyzing online reviews or word-of-mouth (WOM) have focused more on the quantitative dimension of volume of WOM (or “how much people say”), but less on qualitative dimension of valence of WOM (or “what people say”) (Gopinath, Thomas, and Krishnamurthi 2014). However, recent studies have analyzed disaggregate-level UGC by performing text mining in addition to a general analysis of volume and valence of OUGC. Onishi and Manchanda (2012) investigate the relationship between movie sales and both TV advertising and blogs. Although the authors find that the volume and the valence of OUGC (i.e., blogs) are predictive of market outcomes, they retain only certain words (i.e., advertising, award, interesting, and viewed) that consumers would find useful, therefore having general predictive power for market outcomes. Gopinath, Thomas, and Krishnamurthi (2014) address the relationship between the content of online WOM, advertising, and brand performance of cell phones and find that the volume of OUGC does not have significant impact on sales, but only the valence of recommendation UGC has a direct impact. Liu, Singh, and Srinivasan (2015) find that both the volume and sentiments of Tweets do not outperform the information content of Tweets in predicting TV series ratings. Although these three papers have investigated the importance of qualitative UGC through text mining techniques, such studies have not accounted for the detailed dimensions of specific contents. For example, Onishi and Manchanda (2012) use only 4 words out of top 30 frequently cited words for their analysis, and Gopinath, Thomas, and Krishnamurthi (2014) classify the OUGC into three disaggregated dimensions (i.e., attribute, emotion, and recommendation) without further classifications of subcategories and valence of positivity and negativity. Liu, Singh, and Srinivasan (2015) mainly focus on positive and negative Tweet contents about TV shows, lacking further classification of functional and emotional dimensions. In contrast to these studies, this study aims to examine in-depth multidimensional aspects of the content of online reviews, i.e., qualitative UGC, and their impacts on product sales. In this process, we develop defensible measurements of UGC by executing a comprehensive empirical text analysis and evaluate the impact of measures of qualitative UGC relative to volume measure of quantitative UGC. Specifically, we analyze a large data set of UGC on the 350 most talked-about smartphone games from seven different genres (e.g., action, arcade, shooting, puzzle, role playing, simulation, and sports) over a 30 month period, August 2010 to February 2013. We utilize a theoretical framework that classifies qualitative UGC into two major perceptions of functional and emotional dimensions. Prior studies show that perceptions of both functional (cognitive) and emotional (affective) dimensions should be considered to investigate their effects on perceived user satisfaction (Coursaris and van Osch 2015) and online shopping behavior (Van der Heijden 2004). It is evident that both functional and emotional UGC influence consumers to purchase a focal product (Lovett, Peres, and Shachar 2013). The functional UGC relates to the positive and negative attributes and beliefs about a product, and the emotional UGC pertains to the feelings and emotions in response to product experience. As an example, consider one innovative car-racing mobile game which, although expensive, has 3D graphics and high level of complexity. After playing this game, consumers may express their feedback on this game online by describing it as well-made, unique, but sometimes fearful (because a high bill charge is expected from excessive playing time), and addictive (because they like the game too much to stop playing it). This type of online reviews contains different types of UGC: functional (e.g., quality, innovativeness) and emotional (e.g., fear). Another layer of our analysis involves the heterogeneity of impact on product sales across different qualitative UGCs. Specifically, we consider the effects of functional UGC on product sales across emotional contexts such as anger and happiness, in other words, a simultaneous association between functional UGC and emotional UGC. For example, although a consumer may be attracted by some reviews on the high quality graphics of a mobile game (functional UGC), she may hesitate to purchase this product because other reviews express their fear about high cost of purchasing virtual goods (emotional UGC). Accordingly, we expect the functional UGC’s effects on sales to be moderated (amplified or reduced) by emotional UGC. We accommodate such interaction effects in both aggregate and disaggregate models. To the best of our knowledge, this study is the first to empirically identify two dimensions of qualitative UGC (functional and emotional), and shed light on the effects of multidimensional UGC categories on sales. Our findings on the influence of qualitative UGC on product sales are quite different from the prevailing view that firms should pay attention more to the volume of UGC (Chevalier and Mayzlin 2006; Liu 2006) but little to the valence of UGC (Duan, Gu, and Whinston 2008; Godes and Mayzlin 2004; Liu 2006). Rather, our research is in line with recent three papers (Gopinath, Thomas, and Krishnamurthi 2014; Liu, Singh, and Srinivasan 2015; Onishi and Manchanda 2012) in terms of the importance of considering specific contents from a vast amount of text data. However, our paper provides two key contributions. First, we show that specific categories of qualitative online UGC such as functional and emotional variables can be used to predict product sales; this result will be of a high managerial relevance. Especially, traditional methods that use simple metrics such as volume and valence of UGC are less accurate than our method that employs a sophisticated, multidimensional content analysis. Second, the results offer guidance to firms in determining which specific UGC (quantitative or qualitative; functional or emotional; under what contexts) they should focus on for increasing the efficiency of their online marketing activities. Utilizing a large dataset of online reviews on 350 mobile games consisting of four million postings generated for thirty months, the authors identified 76 representative words to describe the functional and emotional UGC using text analysis and word classification. We combined the resulting UGC volumes with weekly sales, resulting in 1,835 observations for analysis with hierarchical Bayesian methods. We find that functional UGC includes 54 representative words to describe various levels of product quality, product innovativeness, price acceptability, and product simplicity, and emotional UGC includes 22 words to express anger, fear, shame, love, contentment, and happiness. The results show that the volume and valence of aggregated functional UGC and the share of aggregated emotional UGC have the positive effects on sales. The volume and valence of functional UGC subcategories have mixed effects on sales and the link is moderated by the share of emotional UGC subcategories. These results are in contrast to those in the literature. Further, a sales forecasting model which includes 13 variables of UGC subcategories shows the best predictive validity. The authors discuss the implications of these results for online marketers.

Research on medical tourism (MT) has focused more attention on the growing supply side of the market than the demand side (Gan & Frederick, 2013). There is a need therefore for more research to better understand the demand aspects of this growing industry. Most of the research on MT consumers focuses on two main factors for deciding to travel abroad for medical care: cost and quality of the service (Gan & Frederick, 2013; Lunt et al., 2011). Since both outcome and process healthcare service quality (SQ) remain a concern for medical tourists (Gan & Frederick, 2013; Lunt et al., 2011), it is important to understand medical tourists’ perceptions of their international patient experience. This study aims to investigate this topic, and address the demand side research gap, by content analyzing the online testimonials of medical tourists, who traveled to Thailand for medical care, through a SQ lens. By doing so, this research strives to provide a first-person perspective of Thailand’s MT SQ. No other studies in the MT literature have been identified that used this approach to investigate MT SQ.

최근 온라인게임 산업의 발전에 따라 게임 산업의 구조는 콘텐츠 제작 중심에서 서비스 공급으로 확장되고 있다. 이에 따라 게임운영 서비스와 이에 대한 유저 만족도에 대해 그 중요성이 점차 강조되고 있다. 그러나 게임산업에 대한 기존 연구는 여전히 콘텐츠 개발 측면에 초점을 맞추고 있어, 게임운영 서비스에 대한 논의가 크게 이루어지지 못하고 있다. 본 연구는 게임운영 서비스에 대한 유저 만족도를 살펴보았으며, 유저의 게임이용 기간과 콘텐츠 만족도와 더불어 서비스 만족도가 게임 충성도에 미치는 영향력을 조사하였다. 연구 결과, 게임운영 서비스에 대한 만족도를 유지하는 것은 게임을 지속적으로 사용하는 것과 게임 충성도를 높이는데 유의미한 연관성이 있는 것으로 나타났다. 특히 라이트 유저의 경우, 서비스 만족도가 높으면 게임사용시간이 길어질수록 게임에 대한 충성도가 확연히 높아지는 것으로 나타났다.