인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2019.10
- 수록면
- 185 - 189 (5page)
이용수
초록· 키워드
Objective: The aim of this study is to compare the cross-cultural differences in product preference among users from different countries, taking Mi band 3 as a case study. Background: With the development of global market, more and more products and services are sold across the globe. Users from different cultures have different behaviors, cognitive styles, and value systems. Therefore, product should be designed to meet the needs and preferences of users from different cultural groups. Method: Compared to traditional research method such as survey questionnaire or interview that requires variety of foreigners as participants, opinion mining from online reviews saves much more cost and time. We collected review data from the following three websites: Naver of South Korea, Jingdong of China, and Amazon of the United States. Firstly, product aspects were extracted from reviews according to word frequency. This indicates how much users are paying attention to different aspects of the product. Then, fine-grained sentiment analysis was conducted to find out customer satisfaction with different product aspects. Lastly, cross-cultural differences among three countries from the result were observed and compared. Results: The product aspects that rank within top 10 in all three countries were battery life, price, step count, and sleep monitoring. What the users from three countries complain the most about was the battery life that is shorter than its advertised duration. Many users also complain about how the screen becomes invisible under the sunlight. Korean think of Korean on the display, application, and manual as the most important feature of the smart band product. Chinese are more concerned about the variety of functions. American tend to use smart band mostly as activity tracker as they care the most about battery, heart rate, and step count and prefer to have the tracker mode for bicycle and swimming on smart band product. Conclusion: Although there exist similar issues among South Korea, China, and the United States, cross-cultural differences are shown in different product aspects such as language, aesthetics, gift, activity tracker function, outdoor visibility, and screen. Application: This research can suggest implications for making strategies in product internationalization and product localization for the global marketing of smart band.
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목차
- ABSTRACT
- 1. Introduction
- 2. Method
- 3. Results
- 4. Conclusion
- References
참고문헌
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