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

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

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