이 연구는 대학캠퍼스의 구성원의 풍부한 감성․기억․체험을 통해서 습득된 캠퍼스의 시각과 청각의 경관에 대한 이미지를 형성하는 심리적 요인을 찾아내어 경관 평가를 위한 의미구조를 파악하는 것, 그리고 대학 캠퍼스의 시각과 청각 경관의 만족도에 영향을 미치는 평가 요인에 대한 상대적 중요도를 파악하는 데 목표가 있다. 전남대학교 용봉캠퍼스 구성원들을 대상으로 설문조사하여 시각과 청각의 경관 이미지에 대한 평가요인과 상대적 중요도를 분석하였다. 시각 경관의 이미지는 활력․정취, 매력성, 청결성, 현대성, 통일성, 복잡성, 개방성의 7가지 요인이 관여하고, 시각 경관의 만족도에 영향을 미치는 중요도는 매력성> 활력․정취>청결성>현대성>통일성>개방성의 순으로 구성된다. 청각 경관의 이미지는 정감, 활기, 평온성, 변동성의 4가지 요인이 관여하고, 청각 경관의 만족도에 영향을 미치는 중요도는 정감>평온성>활기>변동성의 순으로 구성된다. 종합만족도에 미치는 영향은 시각 경관의 만족도가 청각 경관의 만족도보다 약간 높은 것으로 나타났다. 이 연구로부터 전남대학교 용봉캠퍼스의 구성원들이 파악하는 시각과 청각의 경관 이미지의 표현이 어떤 의미나 가치를 나타내고 있는지 확인가능하며, 심리적 경관의 이미지를 어떻게 물리적 가치로 치환해 낼 수 있는 지는 추후의 과제로 남아있다. 이 연구는 이제까지 양적으로 크게 성장해 온 대학캠퍼스의 경관의 문제를 보다 질적인 측면으로 확대하고 다가올 미래의 경관 문제를 종합적으로 파악하고 해결하기 위한 시도이다. 또한 지금까지 시각에만 머물러 있거나 의존해 왔던 경관 연구를 청각이라는 소리풍경(soundscape)의 문제로 확대한다는 점에서 기존의 경관 연구를 한 단계 발전시킬 수 있다는 점에 의의가 있다.

This study on the importance and satisfaction of selection attributes for customers using Michelin restaurants. The survey was conducted on 309 respondents who had visited and used restaurants by classifying the Michelin restaurants into starred restaurants and Bib Gourmand restaurants. The data was collected and the frequency analysis, t-test verification, and IPA analysis were performed using the SPSS 25.0 statistical program. The results of the study examined the difference between the importance and satisfaction of the choice of starred restaurants. Overall, the importance was higher than satisfaction. The importance of hygiene and cleanliness was recognized by many customers that the expectation for the overall Starred restaurants was very high. Bib Gourmand, showed that the importance was higher than satisfaction. In terms of importance and satisfaction, the taste of food is the most important and the satisfaction is high. Comparing the IPA analysis of the attributes of 1) hygiene and cleanliness, food quality, convenience, and facade of food, 2) service professionalism and variety of menus, 3) food price, atmosphere and amount, and 4) the attitude and kindness of the employees were shown. This study has great significance in providing practical basic data for the management of domestic Michelin restaurants.

Selectins are cell membrane glycoproteins that recognize specific glycoconjugates expressed on the surface of cells. Then, selectins adjust cell-cell interactions that are important in inflammation, hemostasis and cancer metastasis. Selectins mediate leukocyte calls to move into the site of inflammation through interactions with activated endothelial cells or endogenous selectin ligands expressed in high endothelial venules. Types of selectins are divided into L-selectin, E-selectin and P-selectin, which are called to CD62L, CD62E, and CD62P, respectively. Each selectin is composed of four regions; the C-type lectin region of N-terminal, the epidermal growth factor (EGF) region, the intracellular C-terminal region, and the hydrophobic transmembrane region. They have similar structures but differ in their binding specificities and tissue distributions. The selectin family commonly recognizes the sialyl Lewis X (sLeX) on carbohydrate structures. Although biological ligands bound to each selectin are different from each other, they commonly bind to P-selectin glycoprotein ligand-1 (PSGL-1) ligand. The PSGL-1 ligand is a glycoprotein promoting cell adhesion in inflammatory responses. If the absence of selectins and their ligands in humans and animals are, should lead to persistent infections and diseases. Selectin family must be considered as a key subject for drug discovery since they have various functions depending on the ligand which they bind to.

모바일 MMORPG는 게임 시장을 주도하고 있고 더욱 발전할 것이다. 많은 게임의 출시에도 불구하고 UI등 디자인설계 요인에서부터 소프트웨어 품질요인까지의 종합적인 MMORPG 설계연구가 부족한 상황에서 사용자들이 원하고 선호하는 세부 설계요인을 찾는 것은 매우 중요하다. 본 연구는 모바일 MMORPG의 사용자와 개발자가 객관적인 시각에서 양자가 만족하는 핵심적이고 중요한 게임 설계 요인을 찾고자 시도되었다. 실증분석은 이론적인 연구들을 기반으로 모바일 MMORPG 설계 요인들 3단계로 계층화하여 그 중요도는 계층분석과정(AHP)을 통해 검증하였다. 설계 요인의 중요도는 재미 요인, 구성 요인, UI 요인, 시스템 요인, 환경 요인 순이고 재미의 중요성에서는 도전 재미가 가장 중요하며 도전 재미에서는 보상이 중요하다는 결과를 얻었다. 재미 요인 중에서 새롭게 추가한 우월성이나 대결성을 포함하는 경쟁 재미가 다양성, 탐험성을 포함한 상상 재미보다 높게 나온 다. 이는 수많은 사용자가 길드, 혈맹, 진영 종족단위로 경쟁하고 협동하며 즐기는 모바일 MMORPG의 특성을 반영한 것으로 생각된다. 본 연구는 MMORPG 설계 요인들을 분석 추출 하였으며 중요도를 파악하여 모바일 MMORPG 설계 능력 향상에 기여할 것으로 생각한다.

This study examined the relative importance and the effective utility of fermented milk by consumers. The questionnaire was developed by an in-depth interview and literature review and was surveyed on-line. Statistical analysis was carried out descriptive analysis, ANOVA, paired t-test, and conjoint analysis using the SPSS package. First, an analysis of the consumption status of fermented milk found that the consumption frequency was 1-2 times/week (36.2%), 3-4 times/week (26.5%). The product choice attributes of fermented milk were found to be the same with ‘taste’ (3.93) and ‘manufacturing date/expired date’ (3.92), rated the highest, followed in order by, ‘sanitary quality’ (3.82), ‘origin of ingredient’ (3.81). Comparative analysis of the importance and satisfaction level of the choice attributes of fermented milk showed that the choice attributes with lower satisfaction compared to importance were ‘taste’, ‘nutrients’, ‘manufacturing data/expired date’, ‘sanitation quality’, ‘price’, ‘manufacturing method’ and ‘certification of quality’ (p<0.001, p<0.01). ‘Price’ and ‘certification of quality’ were the choice attributes of fermented milk classified as ‘Focus Here’ because of its high importance and low satisfaction. The preferred combination of relative importance in choice attributes of the fermented milk was ‘domestic resource’, ‘Eat with spoon’, and ‘none additives’. Therefore, it is believed that sales will increase if dairy companies can improve the ‘price’ and ‘certification of quality’. In addition, the use of domestic ingredients in the development of new fermented milk products in the future could be an important marketing factor in consumer choice.

This paper provides data for product development and improvement of grape varieties by analyzing the satisfactionimportance of the grape selection attributes from a consumer's perspective. A survey was conducted on consumers aged 19- 59 living in Seoul, Gyeonggi and Incheon on their fruit consumption level, preferences according to the grape quality characteristics, importance, and satisfaction with the grape selection attributes. Three hundred and eighty two valid samples were collected and analyzed statistically using SPSS 23. In the preference according to the grape quality characteristics, consumers tended to prefer a sweet taste, black color, and seedless grapes. Regarding the importance of the grape selection attributes according to the level of grape consumption, the high consumption group considers texture, size, shape, color, ease of removing seeds, country of origin, area of production, certification, and brand to be more important. In satisfaction, the high consumption group rated satisfaction highly in texture, odor, size, shape, color, ease of removing peelings, ease of removing seeds, price, country of origin, area of production, certification, and brand. An analysis of the IPA of the grape selection attributes showed that improvement of price and shape attributes will be prioritized, and the development and management of properties, such as seeds, peelings, certification, and brand will be required. These results can be used to help improve the grape varieties and develop products that meet the consumer needs, secure the competitiveness of grape farmers, and revitalize the local economy.

The purpose of this study was to develop a standardized job description for dietitians using the DACUM technique. To examine the validity of job description through DACUM, dietitians were surveyed relative to importance, performance, and difficulty. The survey was conducted April 1-30, 2014. A total of 217 questionnaires were used in the analysis. The final developed job description for dietitians included six duties, 38 tasks, and 210 task elements. DACUM’s findings include six duties: nutrition management, food service operation management, hygiene safety management, community food and nutrition program management, organization management, and professionalism strengthening. There were 5.1 points regarding importance, 4.1 points regarding performance, 4.9 points regarding difficulty, and statistically significant differences (p<0.001). Dietitians responded that ‘nutrition management’ and ‘hygiene safety management’ were the most important. ‘Hygiene and safety management’ showed the highest performance, and ‘community food and nutrition program management’ and ‘professionalism strengthening'' showed the highest difficulty. Thus, it is considered that the job analysis results can be used to evaluate and improve the subjects’ training program. Dietitians’ jobs are subject to various environmental changes, such as demographic changes, health care system changes, and the development of the food industry, and thus, should be reviewed and analyzed periodically.

The study had subject to find out what factors Korean automobile consumer is considering in their decision to purchase cars in the situation of the growing competition in the domestic automobile market. In order to this end, the previous study was reviewed to select various factors considered in the process of buying cars. Based on this, Analytic Hierarchy Process was used to prioritize which factors were considered more important by consumers. In the result of study, we could find that performance had the highest priority, and the second ranking was the price. In contrast, image of brand and convenience of maintenance were shown to be relatively low in importance, ranking 3rd and 4th, respectively. Beside, we could recognized the ranking of other detailed factors. This study has an academic implication in that it is able to grasp the latest tendency of consumers’ purchase choice of car and to make conclusion by applying AHP analysis method to study of related subject. It also have practical significance that can be a basis for make sense what factors should be taken by the automobile industry to uprise the purchase of the consumers through the identification and preparation of the purchase selection criteria of domestic automobile buyers.

[Purpose] It aims to suggest the differential factors to enhance the customer satisfaction and to activate the shopping in the convenience store (CVS). [Methodology] Convenience store service convenience (CVS SERVCON) was developed at the first time and the gap of relative importance level between the owners and the consumers was assessed by AHP analysis method..[Findings] First, the importance of access convenience was assessed as the first priority in both CVS owners’ group and the consumers’ group, while the detailed elements showed the differences which required the improvements. Based on the consumers’ assessment, the importance of location was relatively low. They assessed relatively high on 24 hours operation of CVS and personal services. Second with respect to the transaction convenience, CVS owners’ group rated it as the fourth priority while the consumers’ group rated as the second, which requires the improvement. Third in terms of benefit utility and value-added service of post-benefit convenience which are the sub-factors of benefit convenience, the rate on the importance from the consumers showed higher than that from the owners, which requires the improvement. [Implications] Based on this study results, CVS operating companies are anticipated to be able to satisfy the customers, moreover, to secure the loyal customers if they concentrate the resources to develop the differentiation strategy on the areas where the consumers’ demands are high while performs the maintenance strategy on the areas where their demands are low. In addition, this study contributed the theoretical expansion of SERVCON upon development of CVS SERVCON to comply with its definition.

본 연구는 청주읍성과 주변 문화재의 역사적 가치 재조명을 위해 대표적인 역사문화자원을 추출하고, 관련학과 대학생을 대상으로 역사문화경관에 대한 인식을 분석하였다. 분석을 통해 얻은 결과는 첫째, 청주의 대표적인 역사경관자원을 선정하여 역사문화자원으로서의 인지성을 추출하였다. 둘째, 역사문화경관의 중점경관 관리지표인 장소성, 조망성, 일체성, 왜소성에 대해 중요도와 만족도의 우선순위를 도출하였다. 연구 결과로 대표적인 역사문화자원의 인지와 가치 기준에 대한 우선순위를 도출하고, 요인별로 계획 및 보존관리에 대한 해결방안을 제안하였다.

1. 중앙 아시아는 5 개의 국가로 구성되어 있으며, 이 국가들은 1991년에 소련 연방에서 독립하였다. 독립 이전에는 5개 국가 모두 공산주의 통치 하에 동일한 소비에트 계획경제 체제를 가지고 있었다 2. 1991년 이래로 중앙 아시아 국가들은 정치적, 사회적, 자연적, 지리적 조건에 따라 각기 다른 개발 경로를 경험하였다. 3. 더 나은 통치 환경은 현대 기술 혁신을 장려하고 토지에 대한 신기술의 적용 및 토지에 대한 권리를 보장하도록 동기를 부여한다. 또한 상대적으로 낮은 거래 비용이 조성될 수 있도록 지원하여 생산 증대로 이어질 투자를 촉진한다. 4. 따라서 통치 환경의 개선은 농업 생산 증대에도 중요한 요인이다. 본 연구는 통치 환경과 농업 생산과의 관계를 실증적으로 분석하고 이를 검증하였다. 5. 본 연구의 결과는 농업 생산의 증대를 위하여 통치 환경의 개선이 중요함을 입증하였으며 , 그 중에서도 부패 통제 및 법의 지배의 개선이 농업 생산 증대에 가장 큰 영향을 미친다는 것을 밝혔다 .

PEMFC is an eco-friendly and sustainable electrochemical generation system to convert chemical energy of fuels into electric energy. Proton exchange membrane(PEM) is key material to decide PEMFC performances. Representative PEM materials is perfluorinated sulfonic acid(PFSA) composed of a chemically stable PTFE backbone and ion conductive side chains. PFSA is classified into long-side chain(LCC-PFSA) and short-side chain(SCC-PFSA). Normally, SCC-PFSA can induce high packing density and gas barrier properties when it is made in PEM state. In spite of these advantages, it is hard to make desirable SCC-PFSA PEMs due to its relatively high Tg and low EW. In this study, the effects of PEM fabrication histories on basic properties of SCC-PFSA ionomers were observed by varying parameters such as casting solvent and thermal annealing condition.

The purpose of this study was to investigate the quality attributes and importance that affects their satisfaction with respect to lunchboxes amongst children from low-income families in Korea. In case of 1-3rd-grade elementary school, 57.1% received lunch box through the community child center, while 45.2%, 68.5% and 80.7% of 4-6th-elementary school, middle school, and high school students received the lunch box from home, respectively. Typically, in 40.2% of all grades, the time to eat the meal was within 1~2 hours of delivery, and 34.0% consumed the lunch within 2~6 hours of delivery. With respect to intake of the contents of lunchboxes, 72.0% of the participants answered that they ate 80% of the lunchboxes delivered and 24.9% only ate 50% of the content of lunchboxes. The largest leftover were vegetables (26.9%), and the reason for leaving food was ‘do not like to eat (36.1%)’ followed by ‘no taste (32.6%)’. Regarding improvements in delivery lunchboxes, elementary school students selected ‘taste’, while middle school and high school students selected 'variety of menu'. The ‘nutrition (3.69 point)’ of the lunchboxes was the highest satisfaction and the ‘variety of menu (3.34 point)’ was the lowest. In all grades, ‘nutrition’ and ‘hygiene’ were considered to be important as quality attributes of the delivery lunchboxes, and satisfaction was also high. On the other hand, in the 1-3rd-grade elementary school, ‘variety of menu’ and ‘amount of side dish’ were important but satisfaction was low. The 4-6th-grade elementary school, middle school and high school students stated that ‘taste’and ‘variety of menu’ were important, but satisfaction was low.

Chitin deacetylases (CDAs) are extracellular-modifying enzymes that deacetylate chitin to produce chitosan. In insects, this modification may contribute to the affinity and/or cross-linking of chitin/chitosan-like polysaccharides for a variety of structural proteins, which may lead to diverse mechanical properties of the cuticle. We previously reported the functional importance of Group I CDAs, TcCDA1 and TcCDA2, as well as the two alternative spliced isoforms of the latter, TcCDA2a and TcCDA2b from the red flour beetle, Tribolium castaneum in molting, morphology of cuticle and movement of legs. In this study, we further analyzed protein localization, ultrastructural defects of the cuticles and leg joints after RNAi of those genes. Both proteins are mainly present in the innermost procuticle region called the “assembly zone”. Loss of function of either TcCDA1 or TcCDA2 caused disorganized chitinous horizontal laminae and vertical pore canals in both the rigid and soft cuticles. RNAi of TcCDA2b affects cuticle integrity similar to that seen in RNAi of the two alternatively spliced forms of TcCDA2. In contrast, TcCDA2a-deficient adult, like that seen in the hypomorphic phenotype produced by RNAi of TcCDA1, exhibited ruptured tendons between femur and tibia, resulting in loss of locomotion ability. These results suggest that Group I CDAs play critical roles in molting, morphology, ultrastructure and mobility in T. castaneum. This work was supported by NRFs (NRF-2015R1A6A3A04060323 and NRF-2018R1A2B6005106).

Shape memory alloys(SMAs) have revolutionized the material engineering sciences as they exhibit exclusive features i.e. shape memory effect(SME) and super-elasticity. SMAs are those alloys that when deform return to their predeformed shape upon heating, they also restore their original shape by removing the load. Research on properties of newly advent of several types of ferrous based shape memory alloys(Fe-SMAs), shows that they have immense potential to be the counterpart of Nitinol(NiTi-SMA). These Fe-SMAs have been used and found to be effective because of their low cost, high cold workability, good weldability & excellent characteristics comparing with Nitinol(high processing cost and low cold workability) SMAs. Some of the Fe-SMAs show super-elasticity. Fe-SMAs, especially Fe-Mn-Si alloys have an immense potential for civil engineering structures because of its unique properties e.g. two-way shape memory effect, super elasticity and shape memory effect as well as due to its low cost, high elastic stiffness and wide transformation hysteresis comparative to Nitinol. Further research is being conducted on SMAs to improve and impinge better attributes by improving the material compositions, quantifying the SMA phase transition temperature etc. In this research pre-existing Fe-SMAs are categorised and collected in a tabulated form. An analysis is performed that which category is mostly available. Last 50 years data of Fe-SMA publications and US Patents is collected to show its importance in terms of increasing research on such type of alloys to invent different compositions and applications. This data is analysed as per different year groups during last 50 years and it was analysed as per whether the keywords exist in title of an article or anywhere in the article. It was found that different keywords related to Fe-SMAs/categories of Fe-SMAs, almost don’t exist in the title of articles. However, these keywords related to Fe- SMAs/categories of Fe-SMAs, exist inside the article but still there are not too many publications related to Fe-SMAs/categories of Fe-SMAs.

Introduction This study intends to analyse the impact of the engagement and employee experience towards the employee and employer success. The results demonstrate that organisations are conscious of the importance of retain and create happiness at work and are starting to create an internal experience for their workforce. They want to have employees engaged and retain talent. When employees are more committed to be happier at work they tend to take part of the ownership of their organisations. Employers and employees are more focused on people and the value that they can add to every single product and/or service they design, create and deliver. All this investment on internal world is feeding a better consumer experience as the quality standards are getting higher. Theoretical development The main goal is to evidence how the engagement is attaining more importance on both sides: employee and employer. In the past years, a growing number of studies and are giving more importance to the human side on organisations (e.g., Sinek, 2009; Nayar, 2010; Medeiros 2017). From the transactional economy, organizations are walking to an emotional, experience economy. In the customer-centric dynamics, organisations are taken employees first because these, once deep involved with the mission and goals of the organization, will be more devoted to customers. People “who love going to work are more productive and more creative. They go home happier and have happier families. They treat their colleagues and customers better. Inspired employees make stronger economies.” (Sinek, 2009, p.14) Without happy and empowered employees, the service will never achieve the best and higher levels to then be delivered to the customers. Company “can (should) focus on its value creators – the frontline employees. (…) in his or her knowledge, creativity commitment to tasks, and capacity to collaborate. In fact, (…) “the true value is created in the interface between the customer and the employee. (…) When a company puts its employees first, the customer actually does ultimately come first and gains the greatest benefit.” (Nayar, 2010, p.7). Internal engagement is crucial to companies’ reputation, to brand/service perception and ultimately for the business survival and successful future: “Employees who are dispositionally self-efficacious and proactive are likely to use their initiative, engage in proactive service performance, take charge to bring about change, proactively solve problems and implement ideas.” (Patterson et al., 2009). Research design According to the authors of the model applied, “we define engagement as the attitude, behaviour, the level of connectedness among customers, between customers and employees and of customers and employees with the firm.” (Kumar and Pansari, 2016, p. 498). This was the starting point for our interviews and our study. To complete this exploratory study, we’ve decided to follow a qualitative research by creating a script and interviewed 4 people in 10 organisations based in Lisbon. “Qualitative research starts from and returns to words, talk, and texts as meaningful representations of concepts.” (Pratt, 2009, p.856). The original script was written in English, then translated to Portuguese to be applied on the organisations. Each interview was fully transcript in Portuguese and the main findings and relevant content were enlightened in English to produce this paper. On each organisation, four employees were chosen: two women and two men from different departments and positions - board management, executive leadership, line managers and individual contributors. All interviewed people have Portuguese nationality and have a labour contract with their employer organisation. None outsourced employees have been selected to this study. All employees have between 25 and 50 years old. Interviews were done individually on the headquarters of each organisation. Interviews took between 45 and 60 minutes each. All conversations have been recorded with the individual’s authorisation. The note of confidentiality was explained and applied to all of them. The interviews followed the same script: three main blocks on a semi-structure script. Participants were asked to think about engagement and experience and share their thoughts and examples. Different organisations were chosen: multinational companies, agencies, national companies, private funds. The diversity of the organisations was accepted and taken as an added value to our work. To convert all audio into text, we’ve applied the google audio tool and a Huawei phone app that can transform audio into text. A final check was done in order to verify all sentences and avoid mishaps. After all transcription, a content analysis has been done and the most relevant facts, insights and details have been listed. The content analysis was done using the MAXQDA software. Results and conclusions The main goal of this exploratory study was to determine how engagement and experience are taking such an important role on employees and employers success. In order to be happier at work, employees are more committed and accountable. In the same equation, and to retain more talent, organisations are more focused on employees and how to design and delivery to them a better internal experience. The main finding confirm that happier and recognised employees work better, work more and have the ownership of the organisations they work for. Once people are happy and have good work conditions – financial, physic and technological – they will go further and beyond to deliver their tasks and when needed they will internally cooperate with their teammates or with other departments. To promote this good environment and to keep workforce with them, employers are changing the future of work, nevertheless a few organisations are not applying this or taking these questions as a priority. According to the content analysis of all interviews below a few findings that we would like to highlight: 1) Most of the interviewees say they like their jobs and they are happy at work. They feel that they are part of something: family, team, organisation, culture. 2) The feeling of belonging was mentioned multiple times – the emotional link and the human aspect of being accepted and valuable inside the organisation. 3) All interviewed people, despite the job and the position they have, spoke about the power of recognition and the importance of this aspect to retain talent. 4) All interviewed people raised the importance of happiness at work, the wellbeing variable and the crucial aspect of work/life balance. 5) All interviewed employees agreed that their organisations value more the individual, their soft skills, than the job position and the tasks that there are committed and designated to do. 6) From the point of view of organisations, as leaders and builders of a strategy, we could note that only a few are planning and designing a structured employee experience. Nevertheless, all companies have a list of benefits and create events to get together their employees and promote a better life for them. Following a more structured or more informal way, all interviewed organisations implement a list of actions to create a good work environment: flexibility on the work hours, the possibility to work from home, the team/company dinners and parties; the physical structure with infrastructures to have lunch or to have a break; the empowerment of the employees by asking them to be part of the decisions. 7) Only a few of the interviewed claim that their organisations are promoting situations of work mobility and career progression. Most of the people explained that is difficult to grow or to move from departments. 8) Both, organisations and employees, understand that the salary is not an imperative condition to work or to retain people. Employees value more other work conditions and benefits. The fact is that different and heterogeneous organisations understand and reveal concern in taking care of their people and on the importance of retain their employees. Strategies, or more simple activities, are taking place. All of 40 employees, aside their gender, ages, under all circumstances and positions, want the same: recognition, to be happy and to balance, the best way possible, their work and their life. People want to be treated as people, as an exclusive human being as each of one of human beings are: a unique person and to be recognise whenever they do an extra effort. And this is the part of the key for the success of employers and employees (see figure 1).

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.