• Journal of Digital Convergence
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• v.10 no.3
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• pp.179-189
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• 2012

The purpose of this study examines the influence of brand concepts(symbolic vs. functional) and thinking styles(holistic vs. analytic) on the attitude toward extension ads.(rational/emotional) and product. The moderating effect of thinking styles was also tested. The results of this study are as follows: I) Brand concepts of parent brand had a significant effect on the attitude toward extension ads.(symbolic: no differences between rational and emotional ads., functional: rational ads. > emotional ads.) and extension product. 2) Thinking styles of consumers also did.(holistic: no differences between rational and emotional ads., analytic: rational > emotional ads.) and extension product. 3) The moderating effect of thinking styles was(rational ads.: symbolicfunctional).

• Journal of Digital Convergence
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• v.13 no.6
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• pp.141-150
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• 2015

This study examined the negative influence of ambiguity on the attitude toward ads by using mediating variable, perceived interpretation difficulty. It also tested the moderating effect of thinking style between ambiguity and perceived interpretation difficulty. In results, we found as follows. 1) Perceived interpretation difficulty is higher in case of higher ambiguity than lower one. 2) The influence of ambiguity on perceived interpretation difficulty is moderated by thinking style. 3) Attitude toward ads is more unfavorable in higher perceived interpretation difficulty than lower one. The results of this study may provide the implications that ambiguity ads using digital convergence media has to be connected to positive attitude for being successful and marketing staffs must consider thinking style as a key success factor to establish global advertising strategy.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.279-285
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• 2012

This study classified the categorization process of convergence products as a rule-based and a similarity-based categorization process. And we examined that how the categorization process was determined according to information types(visual vs. visual + verbal) about the components of two prototypes before convergence and thinking styles(holistic vs. analytic). The result of this study showed: (1) The rule-based categorization process appeared more in case of visual information with verbal information than only visual information. (2) Analytic thinkers chose a rule-based categorization process more than holistic thinkers. These findings provide the theoretical and practical implications to comprehend the categorization process of convergence products and the judgement for consideration set from various convergence products.

• Proceedings of the Korea Information Processing Society Conference
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• 2015.10a
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• pp.30-32
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• 2015

요즘 잊을만하면 한번씩 발생하는 다양한 해양 사고를 뉴스에서 접할 수 있다. 이는 해양에서 물적, 인적 이동이 증가하고 있으며 다양한 레저활동까지 해상으로 확장되고 있기 때문이다. 본 논문은 해양 사고 발생시 사후 처리에 활용되는 방식에 대해 제안하고 있다. 기존에는 해양 사고가 발생하면 사고에 대한 분석을 위해 VTS 시스템의 녹화재생 기능을 가장 빈번하게 사용하였다. 기존 VTS 시스템의 녹화재생 방식을 이용한 사고 발생 시각 및 피의 선박 확인은 많은 사간이 소요되어 물적, 인적 자원이 많이 필요한 문제점이 있었다. 특히 선박 기관 손상을 일으키는 어망 훼손 관련 사고와 같이 발생 사각을 정확히 알지 못하는 경우는 사고 발생 시각 분석에 많은 사간과 노력이 요구되었다. 제안하는 방식은 사고 발생 영역 및 특정 시간 조건에 대한 통항량 정보를 미리 추출하는 방식으로 단독 또는 기존의 녹화재생 방식과 함께 사용할 경우 사고 현황을 파악하는데 빠르고 효율적이다.

• Journal of Digital Convergence
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• v.12 no.12
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• pp.181-188
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• 2014

This study has examined the influence of VAT frame(VAT included vs. VAT excluded) on the consumer's attitude. Additionally, it has also examined the moderating effect of thinking style(holistic vs. analytic). The experiment stimuli were operated in 4 types[(product: utilitarian/hedonic)x(VAT: included vs. excluded)]. The results of this study can be summarized as follows. 1) The consumers preferred the VAT included frame to the VAT excluded frame. 2) The moderating effect of thinking style appeared. There is no meaningful difference between the VAT included frame and the VAT excluded one to analytic thinkers. But the holistic thinkers preferred the latter to the former. It is expected that this will be helpful to the person in charge of marketing for the company to establish an effective marketing strategy by considering these results.

• Proceedings of the Korean Society of Disaster Information Conference
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• 2017.11a
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• pp.247-248
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• 2017

교통사고는 인적피해, 물적피해, 사회적피해와 거시적으로는 심리적 피해까지 일으키며 많은 비용을 발생시킨다. 이처럼 교통사고로 인해 발생하는 다양한 피해요소를 비용으로 환산하여 추정하는 것은 교통안전사업의 절감편익을 산정하거나 기타 교통관련사업의 효과를 적용하기 위하여 활용할 수 있다. 하지만 현재까지 이루어진 사고비용 산출에 대한 연구론은 1당사자와 2당사자 구분없이 사고 전체를 아우르는 피해비용을 산출하는 방식의 접근 방법과, 사상자 1인 기준으로 발생되는 피해비용을 산출하는 방식의 접근 방법으로 나뉘며, 두 접근방법 모두 비용분석의 대상을 단일 객체로 간주하고 분석하는 한계를 지니고 있다. 이에 본 연구에서는 특정한 상호작용효과가 있을 것으로 예상되는 고연령 구간을 확인한 뒤 고연령 구간과 전체 연령 구간 사이에서 발생된 사고를 비교분석하여 1당사자와 2당사자가 모두 고연령 구간일 때 추가로 발생되는 사고비용을 산출 및 검정함으로서 고령자 사고감소효과 및 절감편익에 활용될 수 있는 상호작용 효과에 따른 추가 절감편익을 산출하였다.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• 2018.05a
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• pp.144-146
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• 2018

준해상사고를 줄이기 위하여 준해양사고 등을 분석하여 사고 예방에 활용하였다. 하지만 준해양사고 건수가 많은 대신 주내용이 정성적이기 때문에 다양한 정량적 데이터로 분석하기에는 현실적 어려움이 있었다. 이러 장단점을 고려하여 준해양사고에 대해서 그동안 단순한 내용 검토 방식에서 통계적 분석과 이를 통한 객관적 결과 토출이 가능한 빅데이터 기법를 적용한 연구가 필요하다. 이를 위해 10,000여건의 준해양사고 보고서를 전처리 작업을 통해 통일된 양식으로 정리하였다. 이 데이터를 기반으로 1차로 텍스트마이닝 분석을 통해 정박 중 준해양사고 발생 원인에 대한 주요 키워드를 도출하였다. 주요 키워드에 대해 2차로 시계열 및 클러스터 분석을 통해 발생할 수 있는 준해양 사고 상황에 대한 경향 예측을 도출하였다. 이번 연구에서는 정성적 자료인 준해양사고 보고서를 빅데이터 기법을 활용하여 정량화된 데이터로 전환할 수 있고 이를 통해 통계적 분석이 가능함을 확인하였다. 또한 빅데이터 기법을 통해 차 후 발생할 수 있는 준해양사고 객관적인 경향을 파악함으로써 예방 대책에 대한 정보 제공이 가능함을 확인할 수 있었다.

• Journal of Digital Convergence
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• v.10 no.3
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• pp.71-78
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• 2012

In this study, we tried to find the moderating effect as an interaction between brand concept variables and thinking style variables as well as the main effect of each. To this end, the inner wear bradns, CalvinKlein(symbolic concepts) and bodyguard(functional concept), as two parent brands and wallets as an extension product were selected. The results of this study were as follows: (i) Extension evaluation as well as fit judgement based on brand concepts was higher in symbolic brand than functional brand. (ii) The holistic thinkers were higher in fit judgement and expansion evaluation than the analytic ones. (iii) In case of symbolic brand, there was little differences in fit judgement and expansion evaluation between holistic thinkers and analytic thinkers. But In functional brand, there was some differences relatively. So, we found the interaction effect between variables in fit judgement and expansion evaluation. We can expect this research result to be helpful in working out diverse and practical marketing strategies using existing brand concepts in the global market environments.

• Journal of Digital Convergence
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• v.12 no.5
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• pp.149-157
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• 2014

The purpose of this study is to test the effects of articulation and sponsorship according to the native fit level. Especially this study is focused on the moderating effect of articulation type and thinking style. The results of this study are as follows. 1) An articulation effect appears more in the low native fit than the high one. 2), 3) The moderating effect appears in articulation type, but partially in thinking style. Namely, the difference in the articulation effect appears between commercial and non commercial articulation, but it does partially between holistic thinkers and analytic thinkers. 3) The higher articulation effect is, the more sponsorship effect(attitude toward sponsor and sponsor brand) is. The results of this study contribute theoretical and managerial implications about articulation and its effect as an effective means in marketing communications.

• Journal of Communication Design
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• v.66
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• pp.284-296
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• 2019

Thinking mode, as the condensation of the internal spirit of a nation, has been inherited till now through abundant historical precipitation, and is also a thinking tool for people to think and solve problems. Different from traditional styles and materials, the way of thinking not only has a more essential impact on design, but also makes traditional culture more vital in design. Taking the influence of Chinese mode of thinking on design thinking as the main research object, in the first place, this paper sorts out the concepts and development of thinking mode and design thinking, and summarizes three characteristics of Chinese mode of thinking: relational, collective and perceptive. Furthermore, it puts forward the influence of thinking mode on design thinking, mainly focusing on the definition of design problems, sub-problem sequencing and solution construction. Last but not least, through a series of Chinese design cases, this paper concretely analyzes how Chinese thinking mode provides national design language for Chinese design.