한국경영공학회지 (Journal of the Korea Management Engineers Society)

  • 제23권4호
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  • Pages.179-195
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  • 2018
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  • 2005-7776(pISSN)
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  • 2713-573X(eISSN)
한국경영공학회 (Korea Management Engineers Society)
권호 표지

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

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

  • 이인혜 (서강대학교 경영전문대학원) ;
  • 조성빈 (서강대학교 경영학과)
  • 투고 : 2018.12.05
  • 심사 : 2018.12.31
  • 발행 : 2018.12.31
⟨ 이전 논문 다음 논문 ⟩

초록

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.

키워드

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