지능정보연구 (Journal of Intelligence and Information Systems)

  • 제28권1호
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  • Pages.243-262
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  • 2022
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  • 2288-4866(pISSN)
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  • 2288-4882(eISSN)
한국지능정보시스템학회 (Korea Intelligent Information System Society)
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소비자 시선 분석을 통한 소셜로봇 태도 형성 메커니즘 연구: 로봇의 얼굴을 중심으로

A Study on the Mechanism of Social Robot Attitude Formation through Consumer Gaze Analysis: Focusing on the Robot's Face

  • 하상집 (국민대학교 비즈니스IT전문대학원) ;
  • 이은주 (국민대학교 비즈니스IT전문대학원) ;
  • 유인진 (국민대학교 비즈니스IT전문대학원) ;
  • 박도형 (국민대학교 비즈니스IT전문대학원/경영정보학부)
  • Ha, Sangjip (Graduate School of Business IT, Kookmin University) ;
  • Yi, Eunju (Graduate School of Business IT, Kookmin University) ;
  • Yoo, In-jin (Graduate School of Business IT, Kookmin University) ;
  • Park, Do-Hyung (Graduate School of Business IT/School of Management Information Systems, Kookmin University)
  • 투고 : 2021.12.30
  • 심사 : 2022.02.28
  • 발행 : 2022.03.31
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초록

본 연구는 소셜로봇 디자인 연구의 흐름 중 하나인 로봇의 외형에 관하여 시선 추적(Eye Tracking)을 활용하여 로봇에 대한 사용자의 태도를 형성하는 메커니즘을 발견하고, 로봇 디자인 시 참고할 수 있는 구체적인 인사이트를 발굴하고자 하였다. 소셜로봇의 몸 전체, 얼굴, 눈, 입술 등을 관심 영역(Area of Interest: AOI)으로 설정하여 측정된 사용자의 시선 추적 지표와 디자인평가 설문을 통하여 파악된 사용자의 태도를 연결하여 소셜로봇 디자인의 연구 모형을 구성하였다. 구체적으로 본 연구에서 사용된 시선 추적 지표는 고정된 시간(Fixation), 첫 응시 시간(First Visit), 전체 머문 시간(Total Viewed), 그리고 재방문 횟수(Revisits)이며, 관심 영역인 AOI(Areas of Interests)는 소셜로봇의 얼굴, 눈, 입술, 그리고 몸체로 설계하였다. 그리고 디자인평가 설문을 통하여 소셜로봇의 감정 표현(Expressive), 인간다움(Human-like), 얼굴 두각성(Face-highlighted) 등의 소비자 신념을 수집하였고, 종속변수로 로봇에 대한 태도를 설정하였다. 시선 반응에 따른 소셜로봇에 대한 태도를 형성하는 과정에서 두가지 경로를 통해 영향을 미치는 것을 확인되었다. 첫번째는 시선이 태도에 직접적으로 미치는 영향으로 소셜로봇의 얼굴과 눈의 응시에 따라 긍정적인 태도 인 것으로 나타났다. 구체적으로, 로봇의 첫 응시 시점이 이를수록 눈에서는 머문 시간이 길고 재방문 빈도가 낮을수록 로봇에 대한 태도를 긍정적으로 평가하였다. 즉 소셜로봇을 얼굴보다 눈에 집중해서 보게 될 때 피험자들이 로봇에 대한 판단에 있어 직접적으로 영향을 주는 것으로 나타났다. 두번째로는 로봇에 대한 인지적 지각된 측면을 고려하여 얼굴 두각성(Face-highlighted), 의인화(Human-like), 감정 표현(Expressive)이 태도에 미치는 영향의 결과로 모두 긍정적인 영향을 미치는 것으로 나타났다. 또한 소셜로봇에 대한 지각이 구체적으로 로봇의 어떤 외형적 요소가 연관성을 가지는지 살펴본 결과 소셜로봇의 얼굴과 입술에 머문 시간이 길수록 입술을 다시 주시하지 않을수록 Face-highlighted에 긍정적인 영향을 주는 것으로 나타났다. 그리고 전신은 첫 응시가 늦을수록, 입술은 첫 응시가 빠르고 시선이 고정된 시간이 짧을수록 Human-like에 긍정적인 영향이 미치는 것으로 나타났다. 마지막으로 소셜로봇의 얼굴에 머문 시간은 길수록 Expressive에 긍정적인 영향이 미치는 것으로 나타났다.

In this study, eye tracking was used for the appearance of the robot during the social robot design study. During the research, each part of the social robot was designated as AOI (Areas of Interests), and the user's attitude was measured through a design evaluation questionnaire to construct a design research model of the social robot. The data used in this study are Fixation, First Visit, Total Viewed, and Revisits as eye tracking indicators, and AOI (Areas of Interests) was designed with the face, eyes, lips, and body of the social robot. And as design evaluation questionnaire questions, consumer beliefs such as Face-highlighted, Human-like, and Expressive of social robots were collected and as a dependent variable was attitude toward robots. Through this, we tried to discover the mechanism that specifically forms the user's attitude toward the robot, and to discover specific insights that can be referenced when designing the robot.

키워드

과제정보

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2020R1A2C1006001)

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