• The Journal of the Korea Contents Association
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• v.5 no.3
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• pp.19-28
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• 2005

It is true that internet provides consumers with an efficient way to search information with minimal effort and cost, which facilitates better decision making. Especially, previous studies revealed that the online word-of-mouth marketing is widely used as a source of consumers' information seeking and purchase decision making. Even with this importance of the online word-of-mouth communication on internet few researches have systematically addressed the issue. This study investigates the effect of consumers' motives on perceived usefulness of word-of-mouth marketing in online shopping mall contents. The results are as follows: First, choice uncertainty, perceived sacrifice, and social pressure play an important role for perceived usefulness of word-of-mouth marketing. Second, perceived usefulness has directly affected consumers' quality perception. Thus, it is essential for internet companies to find ways to encourage their customers to engage in word-of-mouth communication on their websites.

• The Journal of the Korea Contents Association
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• v.7 no.8
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• pp.13-20
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• 2007

Decision tree is one of the most useful analysis methods for various data mining functions, including prediction, classification, etc, from massive data. Decision tree grows by splitting nodes, during which the purity increases. It is needed to stop splitting nodes when the purity does not increase effectively or new leaves does not contain meaningful number of records. Pruning is done if a branch does not show certain level of performance. By pruning, the structure of decision tree is changed and it is implied that the previous splitting of the parent node was not effective. It is also implied that the splitting of the ancestor nodes were not effective and the choices of attributes and criteria in splitting them were not successful. It should be noticed that new attributes or criteria might be selected to split such nodes for better tries. In this paper, we suggest a procedure to modify decision tree by Fuzzy theory and splitting as an integrated approach.

• International Commerce and Information Review
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• v.4 no.2
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• pp.77-96
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• 2002

Through the new round DDA(Doha Development Agenda) negotiations which started in Doha/Qatar conference in November, 2001, service industries have been included in the category of international trades. An electronic commerce cannot be exceptional in this field. The 21st century is largely recognized as the era of globalization, knowledge, and information. To make effective and competitive strategy in this century, it is essentially required to organize Network. OPEN, and FU-PLEX. That is why our government also has been promoting this field since years before, now 10,000,000 people in Korea have joined superhighway internet networks. Korea became the top internet-developed country in the world. As a side-effect of this internet spread into our life, however, there is serious problem we are now faced against. That is the outflow of private information through electronic commerce and other cyber transactions. It has caused many social problems to be rapidly on the rise these days. We are now desperately required to struggle continuously to make a solution for that. Taking the precedent case of Germany and United States which are currently recognized as high-leveled country in protection of private information, we have to come up with legal and technical measures and at the same time, to escalate the social consciousness about private information protection.

• Journal of Global Scholars of Marketing Science
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• v.16 no.1
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• pp.45-71
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• 2006

Questionnaire data of 287 patrons of Tesco's Homeplus, Carrefour, Ermart, and Wal-rnart in the northern Daegu, Korea, using a structural equation model, were analyzed to investigate the hierarchical effects of values on discount store re-patronage intention as a measure of store loyalty, mediated by customers' evaluations of store associations. It was revealed that while customers' social affiliation value has a positive effect on store atmosphere evaluation, customers' self-actualization value has a positive impact on both after-sale service and employee services. It was also revealed that three associations such as access to a store, interior design, and employee services in their descending order have strong positive influences on the formation of customers' re-patronage intention. Theoretical and managerial implications are discussed in the conclusion.

• Journal of Service Research and Studies
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• v.7 no.3
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• pp.37-55
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• 2017

Recently, many business organizations have been increasingly expanding the utilization of the intelligent chatbot services for effective customer relation management. The purpose of this study is to empirically investigate the factors which affect the use of the intelligent chatbot services. Above all, the research model and the hypotheses were derived through reviewing the major relevant theories such as UX(user experience) theory(Honeycomb model), TRA(theory of reasoned action), TAM(technology acceptance model) and ETAM(extended TAM). And then, structural equation analyses using SmartPLS 3.0 for 233 valid questionnaires replies collected through the field survey was performed to test the hypotheses. Theoretically, this study can contribute to providing the conceptual framework with regard to enhancing the use of intelligent chatbot services. And practically, this study sheds new light on suggesting the guidelines to designing the UX(user experience) of the intelligent chatbot services.

• Journal of the Korean Data and Information Science Society
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• v.24 no.6
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• pp.1189-1197
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• 2013

Data mining is the process of analyzing a huge database from different perspectives and summarizing it into useful information. One of the well-studied problems in data mining is association rule generation. Association rule mining finds the relationship among several items in massive volume database using the interestingness measures such as support, confidence, lift, etc. Typical applications for this technique include retail market basket analysis, item recommendation systems, cross-selling, customer relationship management, etc. But these interestingness measures cannot be used to establish a causality relationship between antecedent and consequent item sets. This paper propose causal association thresholds to compensate for this problem, and then check the three conditions of interestingness measures. The comparative studies with basic and causal association thresholds are shown by numerical example. The results show that causal association thresholds are better than basic association thresholds.

• Proceedings of the Korea Information Processing Society Conference
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• 2005.05a
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• pp.695-698
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• 2005

최근 국외의 전력회사들은 미래 디지털 사회의 기반이 되는 신전력시스템을 구현하는데 필요한 핵심기술중의 하나로서 IT(Information Technology)기반 전력부가서비스 기술의 중요성에 대해 강조하고 있으며, 이를 위해 원격검침 데이터를 기반으로 하는 다양한 전력부가서비스를 개발하여 적용하고 있다. 한편 국내의 경우 원격검침 데이터는 전력요금 산출용도로 활용되고 있는 수준이다. 전력회사는 원격검침 데이터가 고객과의 관계에서 부가가치를 높일 수 있는 무한한 잠재력을 지닌 전략적인 자산으로 보고, 원격검침 데이터 가공 및 활용기술의 선진화를 통하여 전력회사와 전력소비자 모두에게 필요한 전력부가서비스의 적용이 필요하다. 본 논문에서는 국내 전력산업 환경에 적합한 새로운 전력부가서비스 적용방안으로 제안한 전력 에너지 컨설팅 서비스에 대해 소개하고자 한다. 본 논문에서 제안한 전력부가서비스의 적용은 전력소비자 측면에서는 요금절감 효과가 전력회사 측면에서는 부하 수요관리 및 투자비 절감 효과가 예상된다.

• The Journal of the Korea Contents Association
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• v.9 no.3
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• pp.241-249
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• 2009

With the recent growth of the Internet, the on-line brand community has been a major vehicle for building a corporate brand asset. This study aimed to identify the effective relationship between confidence, identification, and a brand attitude according to the on-line brand community type. As a result of an empirical analysis, first, the customer-driven community showed higher confidence and identification than those of the corporate-held community. Also, the customer-driven community was assessed more favorable also in the brand attitude. Second, the interactive effect between the community type and community activities was found to be significant in the confidence of the community confidence, and it was also the same for the identification of the community. Therefore, it would be necessary for companies to prepare strategies for improving the level of confidence and the identification of consumers in consideration of the community type for effective brand management on-line.

• The Korean Journal of Applied Statistics
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• v.22 no.3
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• pp.531-539
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• 2009

Logistic regression is widely used as a datamining technique for the customer relationship management. The maximum likelihood estimator has highly inflated variance when multicollinearity exists among the regressors, and it is not robust against outliers. Thus we propose the robust principal components logistic regression to deal with both multicollinearity and outlier problem. A procedure is suggested for the selection of principal components, which is based on the condition index. When a condition index is larger than the cutoff value obtained from the model constructed on the basis of the conjoint analysis, the corresponding principal component is removed from the logistic model. In addition, we employ an algorithm for the robust estimation, which strives to dampen the effect of outliers by applying the appropriate weights and factors to the leverage points and vertical outliers identified by the V-mask type criterion. The Monte Carlo simulation results indicate that the proposed procedure yields higher rate of correct classification than the existing method.

• Journal of Korea Society of Industrial Information Systems
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• v.11 no.5
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• pp.150-162
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• 2006

A research model was developed to examine the relationships between the anticipated benefit factors of Internet shopping malls selling physical products and their competitive strategies when the shopping malls are located in their supply chain clusters. A survey questionnaire was implemented and 99 usable responses were obtained from the internet shopping malls located in major industrial clusters in Korea. The six major benefit factors were found: sharing information with offline suppliers, obtaining customers, improvement of trust, efficiency of operation processes, value-added service, management of suppliers. The six empirically derived benefit factors were then used to examine how they affect the firms' competitive strategies and strategic alliance/merger. The regression results shows that the benefit factors influence on firms' choosing one or some combination of the competitive strategies and strategic alliance to survive and succeed in the market.