Journal of the Korea Management Engineers Society (한국경영공학회지)

Korea Management Engineers Society (한국경영공학회)
권호 표지

An Analysis of the Effect of Cognitive Gaps on Purchasing Behavior Using Association Rules - Foucused on Users of Machine Translation Program

연관성규칙을 이용한 사용자의 인지차이가 구매행동에 미치는 영향 분석 - 기계번역 프로그램 사용자를 중심으로

  • 이인혜 (서강대학교 경영전문대학원) ;
  • 조성빈 (서강대학교 경영학과)
  • Received : 2018.12.05
  • Accepted : 2018.12.31
  • Published : 2018.12.31
⟨ Previous Next ⟩

Abstract

So far, the evaluation of machine translation has used a numerical approach, but there is evidence that it is not sufficient to reflect the characteristics or behavior of machine translation users(Hutchins, 2007; Wu et al., 2016; Park et al., 2013). Therefore, this study focused on the purpose of use and purchasing behavior of machine translation users. At this time, the indirect comparison method introduced by Morgan and Hunt(1994) was used to measure cognitive gaps and analyze the purchasing behavior of users. According to the analysis of association rules using cognitive gaps, the smaller the cognitive gap, the more positive the purchase behavior. In addition, procedural knowledge derived from language knowledge is activated in situations involving responsibility, and in routine situations, procedural knowledge trained from pragmatic knowledge works.

Keywords

References

  1. 구동모, 2003, "혁신기술수용모델 (TAM) 을 응용한 인터넷쇼핑행동 고찰," Asia Pacific Journal of Information Systems, 13(1), 141-170.
  2. 김덕봉, 조병은, 김명철, 권용현, 2001, "영한번역의 언어학적 평가 모델 연구," 인지과학, 12(4), 11-27.
  3. 김일중, 이대철, 임규건, 2013, "서비스 제공자와 사용자의 인식차이 분석을 통한 소셜커머스 핵심성공요인에 대한 연구: 한국의 티켓몬스터 중심으로," 한국경영정보학회 학술대회, 533-539.
  4. 김진화, 변현수, 임옥선, 2008, "사용자와 제공자간의 웹사이트 서비스 평가차이 분석," 한국전자거래학회 심포지움 및 기타간행물, 193-210.
  5. 김태완, 1997, "기계 번역 기술의 개요 및 동향," 전자공학회지, 24(9), 1095-1102.
  6. 나휘동, 이종혁, 2013, "통계기반 기계번역을 위한 어순 조정: 비투사 의존구문분석 기법의 활용," 정보과학회논문지: 소프트웨어 및 응용, 40(11), 657-662.
  7. 박경리, 조수연, 전종섭, 2013, "웹기반 영한번역을 위한 중간 언어의 효율성 연구," 통번역학연구, 17(3), 201-229.
  8. 서승진, 1989, "인지적 처리과정 중심의 영어교육기법 - 구두해석.번역법," 응용언어학, 2, 113-149.
  9. 시정곤, 김원경, 고창수, 2000, "영-한 기계번역 성능평가 방안 연구," 언어와 정보, 4(2), 1-26.
  10. 신지선, 2017, "테크놀로지 패러다임에서의 번역능력 재조명," 통번역학연구, 21(4), 51-71.
  11. 안효준, 조성빈, 2017, "연관성규칙을 이용한 기계번역프로그램의 유용성 평가와 지속 사용 의향의 관계 분석," 한국경영공학회지, 22(4), 117-129.
  12. 윤철호, 김상훈, 2004, "전자상점의 성과 측정지표 개발에 관한 실증적 연구," 경영학연구, 33(4), 1201-1235.
  13. 이민행, 지광신, 정소우, 1998, "기계번역 시스템 측정 장치 연구," 언어와 정보, 2(2), 185-220.
  14. 이수동, 최주석, 2001, "가상환경에서 대고객 및 고객간 관계결속(Relationship Commitment)의 선행변수와 결과변수에 대한 연구," 한국과학기술정보연구원, 5(2), 1-19.
  15. 임차식, 2001, "언어정보처리산업 전망과 정책방향," 정보과학회지, 19(10), 4-6.
  16. 조수연, 박경리, 전종섭, 2013, "타동성 교체구문을 활용한 구글 번역기의 영한 번역 평가," 언어와 언어학제, 61, 111-140.
  17. 장형유, 정기한, 정대율, 2005, "인터넷 쇼핑몰에서 고객신뢰 형성 후 구매의도 결정요인에 관한 연구," Asia Pacific Journal of Information Systems, 15(2), 23-49.
  18. 정대율, 2008, "온라인 지식거래시장에서 지식상품의 가격결정요인에 관한 연구," 인터넷전자상거래연구, 8(1), 1-30.
  19. 채영일, 이현수, 서영호, 2004, "인터넷 디지털 상품의 특성요인 분석-온라인 커뮤니티의 고객수용성을 중심으로-," 품질경영학회지, 32(4), 15-29.
  20. 최효은, 이지은, 2017, "특허 기계번역 결과물의 평가-KIPRIS의 무료 한영 기계번역을 중심으로," 통역과 번역, 19(1), 139-178.
  21. Aiken, M., and Balan, S.(2011), "An analysis of Google Translate accuracy," Translation journal, 16(2), 1-3.
  22. Anderson, J.R.(1983), The architecture of cognition, Cambridge, MA: Harvard University Press.
  23. Anderson, R.E., and Srinivasan, S.S.(2003), "E‐satisfaction and e‐loyalty: A contingency framework," Psychology & marketing, 20(2), 123-138. https://doi.org/10.1002/mar.10063
  24. Bahdanau, D., Cho, K., and Bengio, Y.(2015), "Neural machine translation by jointly learning to align and translate," 3rd International Conference on Learning Representations (ICLR2015), 1-15.
  25. Bates, E., McNew, S., MacWhinney, B., Devescovi, A., and Smith, S.(1982), "Functional constraints on sentence processing: A cross-linguistic study," Cognition, 11(3), 245-299. https://doi.org/10.1016/0010-0277(82)90017-8
  26. Bazrafshan, M.(2014), Semantic features for statistical machine translation (Doctoral dissertation, University of Rochester).
  27. Benjamin, R., and Wigand, R.(1995), "Electronic markets and virtual value chains on the information superhighway," Sloan Management Review, 36(2), 62-72.
  28. Bennett, W.S. and Slocum, J.(1985), "The LRC machine translation system," Computational Linguistics, 11(2-3), 111-121.
  29. Bitner, M.J.(1990), "Evaluating service encounters: the effects of physical surroundings and employee responses," the Journal of Marketing, 69-82.
  30. Brown, P.F., Pietra, V.J.D., Pietra, S.A.D., and Mercer, R.L.(1993), "The mathematics of statistical machine translation: Parameter estimation," Computational Linguistics, 19(2), 263-311.
  31. Butz Jr, H.E., & Goodstein, L.D.(1996), "Measuring customer value: gaining the strategic advantage," Organizational dynamics, 24(3), 63-77. https://doi.org/10.1016/S0090-2616(96)90006-6
  32. Callison-Burch, C., Fordyce, C., Koehn, P., Monz C., and Schroeder, J.(2007), "(Meta-) evaluation of machine translation." Association for Computational Linguistics, 136-158.
  33. Clarke, M.A., and Silberstein, S.(1977), "Toward a realization of psycholinguistic principles in the ESL reading class," Language learning, 27(1), 135-154. https://doi.org/10.1111/j.1467-1770.1977.tb00297.x
  34. Coughlin, D.(2003), "Correlating automated and human assessments of machine translation quality," In Proceedings of MT summit IX, 63-70.
  35. Davis, R., Buchanan-Oliver, M., and Brodie, R.(1999), "Relationship marketing in electronic commerce environments," Journal of Information Technology, 14(4), 319-331. https://doi.org/10.1177/026839629901400402
  36. Doddington, G.(2002), "Automatic evaluation of machine translation quality using n-gram co-occurrence statistics," In Proceedings of the second international conference on Human Language Technology Research, Morgan Kaufmann Publishers Inc., 138-145.
  37. Gefen, D.(2000), "E-commerce: the role of familiarity and trust," Omega, 28(6), 725-737. https://doi.org/10.1016/S0305-0483(00)00021-9
  38. Goodman, K.S.(2014), "Reading: A psycholinguistic guessing game," In Making Sense of Learners Making Sense of Written Language, Routledge, 15-124.
  39. Hutchins, W.J.(2007), "Machine translation: a concise history," Computer aided translation: Theory and practice, 13, 29-70.
  40. Hutchins, W.J., and Somers, H.L.(1992), An introduction to machine translation (Vol. 362). London: Academic Press.
  41. Lopez, A.(2008), "Statistical machine translation," ACM Computing Surveys (CSUR), 40(3), 8:1-8:49.
  42. Morgan, R. and Hunt, S.(1994), "The commitment-trust theory of relationship marketing," Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800202
  43. Papineni, K., Roukos, S., Ward, T. and Zhu, W.J.(2002), "BLEU: a method for automatic evaluation of machine Translation," In: ACL-2002: 40th Annual meeting of the Association for Computational Linguistics, Philadelphia, 311-318.
  44. Smith, F.(2004), Understanding reading: A psycholinguistic analysis of reading and learning to read 6th, NY, Routledge.
  45. Snover, M., Dorr, B., Schwartz, R., Micciulla, L., and Makhoul, J.(2006), "A study of translation edit rate with targeted human annotation," In Proceedings of association for machine translation in the Americas, 2006; 223-231.
  46. Srinivasan, S.(2004), "Role of trust in e-business success," Information management & computer security, 12(1), 66-72. https://doi.org/10.1108/09685220410518838
  47. Strohner, H., and Nelson, K.E.(1974), "The young child's development of sentence comprehension: Influence of event probability, nonverbal context, syntactic form, and strategies," Child Development, 567-576.
  48. Varian, H.R.(1999), "Market structure in the network age," Understanding the Digital Economy, MIT Press, Cambridge, MA, 137-150.
  49. White, J.S.(1995), Approaches to Black-box Machine Translation Evaluation. Proceedings of the MT Summit 1995, Luxembourg.
  50. Wu, Y., Schuster, M., Chen, Z., Le, Q.V., Norouzi, M., Macherey, W., et al.(2016), "Google's neural machine translation system: Bridging the gap between human and machine translation," arXiv preprint arXiv:1609.08144.