• Journal of Intelligence and Information Systems
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• v.17 no.4
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• pp.175-191
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• 2011

With the MICE(Meeting, Incentive travel, Convention, Exhibition) industry coming into the spotlight, there has been a growing interest in the domestic exhibition industry. Accordingly, in Korea, various studies of the industry are being conducted to enhance exhibition performance as in the United States or Europe. Some studies are focusing particularly on analyzing visiting patterns of exhibition visitors using intelligent information technology in consideration of the variations in effects of watching exhibitions according to the exhibitory environment or technique, thereby understanding visitors and, furthermore, drawing the correlations between exhibiting businesses and improving exhibition performance. However, previous studies related to booth recommendation systems only discussed the accuracy of recommendation in the aspect of a system rather than determining changes in visitors' behavior or perception by recommendation. A booth recommendation system enables visitors to visit unplanned exhibition booths by recommending visitors suitable ones based on information about visitors' visits. Meanwhile, some visitors may be satisfied with their unplanned visits, while others may consider the recommending process to be cumbersome or obstructive to their free observation. In the latter case, the exhibition is likely to produce worse results compared to when visitors are allowed to freely observe the exhibition. Thus, in order to apply a booth recommendation system to exhibition halls, the factors affecting the performance of the system should be generally examined, and the effects of the system on visitors' unplanned visiting behavior should be carefully studied. As such, this study aims to determine the factors that affect the performance of a booth recommendation system by reviewing theories and literature and to examine the effects of visitors' perceived performance of the system on their satisfaction of unplanned behavior and intention to reuse the system. Toward this end, the unplanned behavior theory was adopted as the theoretical framework. Unplanned behavior can be defined as "behavior that is done by consumers without any prearranged plan". Thus far, consumers' unplanned behavior has been studied in various fields. The field of marketing, in particular, has focused on unplanned purchasing among various types of unplanned behavior, which has been often confused with impulsive purchasing. Nevertheless, the two are different from each other; while impulsive purchasing means strong, continuous urges to purchase things, unplanned purchasing is behavior with purchasing decisions that are made inside a store, not before going into one. In other words, all impulsive purchases are unplanned, but not all unplanned purchases are impulsive. Then why do consumers engage in unplanned behavior? Regarding this question, many scholars have made many suggestions, but there has been a consensus that it is because consumers have enough flexibility to change their plans in the middle instead of developing plans thoroughly. In other words, if unplanned behavior costs much, it will be difficult for consumers to change their prearranged plans. In the case of the exhibition hall examined in this study, visitors learn the programs of the hall and plan which booth to visit in advance. This is because it is practically impossible for visitors to visit all of the various booths that an exhibition operates due to their limited time. Therefore, if the booth recommendation system proposed in this study recommends visitors booths that they may like, they can change their plans and visit the recommended booths. Such visiting behavior can be regarded similarly to consumers' visit to a store or tourists' unplanned behavior in a tourist spot and can be understand in the same context as the recent increase in tourism consumers' unplanned behavior influenced by information devices. Thus, the following research model was established. This research model uses visitors' perceived performance of a booth recommendation system as the parameter, and the factors affecting the performance include trust in the system, exhibition visitors' knowledge levels, expected personalization of the system, and the system's threat to freedom. In addition, the causal relation between visitors' satisfaction of their perceived performance of the system and unplanned behavior and their intention to reuse the system was determined. While doing so, trust in the booth recommendation system consisted of 2nd order factors such as competence, benevolence, and integrity, while the other factors consisted of 1st order factors. In order to verify this model, a booth recommendation system was developed to be tested in 2011 DMC Culture Open, and 101 visitors were empirically studied and analyzed. The results are as follows. First, visitors' trust was the most important factor in the booth recommendation system, and the visitors who used the system perceived its performance as a success based on their trust. Second, visitors' knowledge levels also had significant effects on the performance of the system, which indicates that the performance of a recommendation system requires an advance understanding. In other words, visitors with higher levels of understanding of the exhibition hall learned better the usefulness of the booth recommendation system. Third, expected personalization did not have significant effects, which is a different result from previous studies' results. This is presumably because the booth recommendation system used in this study did not provide enough personalized services. Fourth, the recommendation information provided by the booth recommendation system was not considered to threaten or restrict one's freedom, which means it is valuable in terms of usefulness. Lastly, high performance of the booth recommendation system led to visitors' high satisfaction levels of unplanned behavior and intention to reuse the system. To sum up, in order to analyze the effects of a booth recommendation system on visitors' unplanned visits to a booth, empirical data were examined based on the unplanned behavior theory and, accordingly, useful suggestions for the establishment and design of future booth recommendation systems were made. In the future, further examination should be conducted through elaborate survey questions and survey objects.

• Journal of the Korea Convergence Society
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• v.10 no.2
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• pp.325-330
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• 2019

The purpose of this study was to verify the physical activity planning behavior theory model of rehabilitation center users. For this purpose, a questionnaire survey was conducted for sports athletes who visited the sports rehabilitation hospital and rehabilitation center in the metropolitan area. A total of 203 questionnaires were used for the actual analysis. The collected data were analyzed using SPSS 18.0 and AMOS 18.0. In this way, we confirmed that intention has a significant direct effect on the behavior in the application of the physical activity planning theoretical model based on the social cognitive theory of rehabilitation center participants.

• Journal of Korean Society of Transportation
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• v.24 no.3 s.89
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• pp.85-94
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• 2006

Speeding is a critical issue related to safety. It is one of violations which result in high fatality regarding the crashes causing the death. It is also affected by driver s variables such as sex, age, or mileage. However, these demographic variables cannot only explain fully the psychological mechanisms of speeding but also they are not helpful for the traffic safety education. Therefore, in our study, focusing on the theory of planned behavior (TPB), we explored the effects of attitudes toward speeding as well as subjective norms and perceived behavioral control on the intention and behaviors of speeding in which the demographic variables were controlled. Moreover, because speeding can be habitual without driver s intention, we did hierarchical regression on Past behaviors or habit as variables with ought, anger, and impulse as Predictable variables. The result showed that it was significant that TPB variables predicted intention and behavior of speeding. In addition. all additional variables excepting ought and anger showed the significant increment of the explained variance. Consequently, the limitations and implications for the intervention program of speeding were discussed.

• 한국HCI학회:학술대회논문집
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• 2009.02a
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• pp.579-582
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• 2009

With the aid of the increasing interests of Context-aware Augmented Reality Agent (AR Agent), various researches of AR Agent have been performed to explore the possibility of the agent as novel interface and the entity responding autonomously by user's input. However, in previous works, AR Agents are lack of specific method for using various contextual information. To revolve around those problems, we propose the Behavior Generation System for Context-aware AR Agent using layered architecture. Based on Belief-Desire-Intention (BDI) model and Hierarchical Task Network (HTN) searching, the sequence of agent behavior has been selected in behavior planning layer. Then, the agent evaluates appropriateness of behaviors using previous behavior and the type of input before activation. This behavior generation system can be applied for edutainment, game, and assistant agent, which need intuitive and effective behaviors to convey information. Through this research, we expect that the Context-aware AR Agent could support for not only information delivery, but also the capability of effective communication for user.

• 한국벤처창업학회:학술대회논문집
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• 2016.04a
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• pp.180-184
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• 2016

본 연구에서는 예비창업자의 심리적 특성 중 실패에 대한 두려움이 계획된 행동모델의 변수들을 매개로 하여 미래의 창업의도에 미치는 영향을 살펴보았다. 창업의도와 관련된 기존의 선행연구들은 많이 있었으나 주로 창업성공에 영향을 미치는 요인, 창업의도를 높이는 요인을 중심으로 연구가 진행되고 있음을 발견하였다. 이에 본 연구에서는 실패에 대한 두려움이 기업가적 활동을 수행함에 있어 본질적으로 내재되어 있는 요인임에도 불구하고 상대적으로 연구에서는 소홀하게 다루어졌던 것에 주목하여 실패에 대한 두려움을 측정하는 PFAI(Performances Failure Appraisal Inventory) 척도를 사용, 예비창업자의 실패에 대한 두려움이 창업의도에 미치는 영향을 창업에 대한 태도, 주관적 규범, 행동의도 등을 매개로 하여 실증하였다. 또한 실패에 대한 두려움을 상쇄시키는 역할로써 창업교육의 효과성을 살펴보았다. 이를 위해 서울 시내 대학생들을 중심으로 구조화된 설문지를 이용하여 자료를 수집 하였고, 수집된 자료는 AMOS 18.0 프로그램을 사용하여 분석하였다. 연구결과는 다음과 같다. 첫째, 실패에 대한 두려움은 창업에 대한 태도와 주관적 규범에 각각 부(-)의 영향을 미쳤다. 둘째, 창업에 대한 태도와 주관적 규범은 창업의도에 정(+)의 영향을 미치는 것으로 나타나 선행연구와 일치하는 결과를 보였다. 셋째, 실패에 대한 두려움은 창업의도에 직접적인 영향을 미치기보다는 계획된 행동모델의 구성요소인 창업에 대한 태도와 주관적 규범을 매개로 하여 각각 영향을 미쳤다. 넷째, 창업교육이 실패에 대한 두려움과 창업의도와의 관계를 조절하는지 분석한 결과 창업교육을 수강한 집단에게서 실패에 대한 두려움이 창업에 대한 태도와 주관적 규범에 미치는 부정적인 영향이 더 크게 나타났다.

• Journal of Digital Convergence
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• v.13 no.7
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• pp.99-107
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• 2015

When new information communication technologies(ICTs) have appeared, researchers and praticitioners have explored how to spread the technologies. In e-commerce, social commerce has been introduced recently and attempts to understand social commerce have proposed diverse research models. This study proposed a hypothetical model which integrates technology readiness(TR), technology acceptance model(TAM), and theory of planned behavior(TPB). Through PLS path modeling, we found that every hypothesis except social norm-intention path alone proved significant. This result means that integrated model is useful to understand the adoption of new ICTs including social commerce. Finally, based on the findings, suggestions for future research were discussed.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.525-533
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• 2012

This aim of the present study was to determine the prevalence of suicide-related behavior(suicide ideation, plans and attemps) and its relationship in college students. 384 college students in Daejeon, Chungbuk provice were selected for this study from April 2 to April 21, 2012. Collected data was analyzed by using the SPSS 19.0 pragram. The prevalence of lifetime suicide ideation, plans and attemps were 32.3%, 4.7% and 3.0%. Respondents with mild ~ severe depressive symptoms were 42.2%. Depressive symptom was the consistent and crucial risk factor associated with suicide-related behavior indicates(suicide ideation, plans and attempts) commonly. We consider the suicide ideation and depressive symptom when develop the suicide prevention program. To prevent suicide, institutionalization of suicide screening program for who experience suicide ideation, depression, follow management of pre-suicide attemptor, surrounders of suicide victims, development of manual about strategy toward suicide, operating mental health program, delicate media representation.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.4
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• pp.121-131
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• 2017

The most important points in the field of entrepreneurship research are new venture creation and behaviors for start-up venture. Most of past researches are limited to the formation of entrepreneurial intention, and researches on entrepreneurial activities, specifically nascent entrepreneurial behavior, have not been studied well. In this study, we view entrepreneurial process as gestation process from entrepreneurial intention to nascent entrepreneurial activities, and identify the moderating effects of cognitive style, which is the way of thinking about the information in entrepreneurial process. In addition, we find the moderating effects of cognitive style on the relationships between perceived barriers and support in environmental factors and nascent entrepreneurial activities. Subjects of this study are potential entrepreneurs. So we selected university students who are taking venture start-up course, conducted a survey, collected 367 questionnaires. In statistical test, we applied PLS-SEM for testing hypotheses because CB-SEM is too sensitive to test more than two moderating effects in th research model. As a result of the analysis, it was found that entrepreneurial intention, cognitive planning style, cognitive creative style, perceived support had a significant effect on nascent entrepreneurial behavior. The results of the analysis of the moderating effects of cognitive style which are the hypotheses in the research are as follows. First, the cognitive planning style did not have a significant moderating effect on the relationship between entrepreneurial intention and nascent entrepreneurial activities. Second, in the relationship between perceived barriers and nascent entrepreneurial activity, cognitive planning style did not have significant moderating effect, and cognitive creating style had significant negative moderating effect. Third, in the relationship between perceive support and nascent entrepreneurial activity, cognitive planning style had significant positive moderating effect, and cognitive creating style did not have significant moderating effect.

• Proceedings of the KAIS Fall Conference
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• 2011.05b
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• pp.904-906
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• 2011

2008년 9월부터 2009년 3월까지 6개월간 일개 도의 7개 시군에 주민등록을 갖고 있는 만 19세 이상의 성인 1,400명을 조사대상으로 설문조사를 실시하였다. 지역사회 주민의 자살행동 평생유병률을 구하고, 자살생각만 하는 집단과 자살생각 및 자살계획을 갖는 집단의 위험요인을 비교하였다. 조사대상자의 자살생각률은 15.9%, 자살계획은 4.3%, 자살시도율은 1.8%이었으며, 자살생각자 중 27.0%가 자살계획을, 자살 계획자 중 42%가 자살시도를 하였다. 전체 독립변수간의 영향을 보정한 상태에서 다변량분석을 한 결과 우울증, 스트레스, 연령, 삶의 질, 사회적 갈등, 직업이 전체 자살생각에 영향을 주며, 자살생각만에는 우울, 스트레스, 삶의 질이 중요한 요인으로 나타났다. 결론적으로 자살행동을 효과적으로 예방 관리하기 위하여 우울증, 스트레스, 연령, 삶의 질, 사회적 갈등, 실직 상태에 놓인 사람들을 우선적으로 관리할 필요성이 있다.

• Proceedings of the Korean Information Science Society Conference
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• 2003.10a
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• pp.46-48
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• 2003

본 논문에서는 실제환경에서와 같이 예측할 수 없는 상황에서 에이전트의 인지와 자동 행동 생성 방법을 제안한다. 전통적인 에이전트의 지능제어 방법은 환경에 대해 알고 있는 정보를 이용한다는 제약 때문에 다양하고 복잡한 환경에 적응할 수 없었다. 최근, 미리 알려지지 않은 환경에서 자동으로 행동을 생성할 수 있는 센서와 행동을 연결하는 행동 기반의 방법과 추론, 학습 및 계획 기능의 부여를 위한 하이브리드 방법이 연구되고 있다. 본 논문에서는 다양한 환경조건으로 움직이는 장애물을 인지하고 피할 수 있는 행동을 생성하기 위해 행동 네트워크에 Bayesian 네트워크를 결합한 방법을 제안한다. 행동 네트워크는 입력된 센서 정보와 미리 정의된 목적 정보를 가지고 다음에 수행할 가장 높은 우선순위의 행동을 선택한다. 그리고 Bayesian 네트워크는 센서 정보들로부터 상황을 미리 추론하고 이 확률 값을 행동 네트워크의 가중치로 주어 행동 선택을 조정하도록 한다. 로봇 시뮬레이터를 이용한 실험을 통해 제안한 행동 네트워크와 Bayesian 네트워크의 결합 방법으로 움직이는 장애물을 피하고 목적지를 찾아가는 것을 확인할 수 있었다.