• Asia Marketing Journal
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• 제15권4호
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• pp.61-101
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• 2014

This study investigates when and how disagreements in online customer ratings prompt more favorable product evaluations. Among the three metrics of volume, valence, and variance that feature in the research on online customer ratings, volume and valence have exhibited consistently positive patterns in their effects on product sales or evaluations (e.g., Dellarocas, Zhang, and Awad 2007; Liu 2006). Ratings variance, or the degree of disagreement among reviewers, however, has shown rather mixed results, with some studies reporting positive effects on product sales (e.g., Clement, Proppe, and Rott 2007) while others finding negative effects on product evaluations (e.g., Zhu and Zhang 2010). This study aims to resolve these contradictory findings by introducing preference heterogeneity as a possible moderator and causal attribution as a mediator to account for the moderating effect. The main proposition of this study is that when preference heterogeneity is perceived as high, a disagreement in ratings is attributed more to reviewers' different preferences than to unreliable product quality, which in turn prompts better quality evaluations of a product. Because disagreements mostly result from differences in reviewers' tastes or the low reliability of a product's quality (Mizerski 1982; Sen and Lerman 2007), a greater level of attribution to reviewer tastes can mitigate the negative effect of disagreement on product evaluations. Specifically, if consumers infer that reviewers' heterogeneous preferences result in subjectively different experiences and thereby highly diverse ratings, they would not disregard the overall quality of a product. However, if consumers infer that reviewers' preferences are quite homogeneous and thus the low reliability of the product quality contributes to such disagreements, they would discount the overall product quality. Therefore, consumers would respond more favorably to disagreements in ratings when preference heterogeneity is perceived as high rather than low. This study furthermore extends this prediction to the various levels of average ratings. The heuristicsystematic processing model so far indicates that the engagement in effortful systematic processing occurs only when sufficient motivation is present (Hann et al. 2007; Maheswaran and Chaiken 1991; Martin and Davies 1998). One of the key factors affecting this motivation is the aspiration level of the decision maker. Only under conditions that meet or exceed his aspiration level does he tend to engage in systematic processing (Patzelt and Shepherd 2008; Stephanous and Sage 1987). Therefore, systematic causal attribution processing regarding ratings variance is likely more activated when the average rating is high enough to meet the aspiration level than when it is too low to meet it. Considering that the interaction between ratings variance and preference heterogeneity occurs through the mediation of causal attribution, this greater activation of causal attribution in high versus low average ratings would lead to more pronounced interaction between ratings variance and preference heterogeneity in high versus low average ratings. Overall, this study proposes that the interaction between ratings variance and preference heterogeneity is more pronounced when the average rating is high as compared to when it is low. Two laboratory studies lend support to these predictions. Study 1 reveals that participants exposed to a high-preference heterogeneity book title (i.e., a novel) attributed disagreement in ratings more to reviewers' tastes, and thereby more favorably evaluated books with such ratings, compared to those exposed to a low-preference heterogeneity title (i.e., an English listening practice book). Study 2 then extended these findings to the various levels of average ratings and found that this greater preference for disagreement options under high preference heterogeneity is more pronounced when the average rating is high compared to when it is low. This study makes an important theoretical contribution to the online customer ratings literature by showing that preference heterogeneity serves as a key moderator of the effect of ratings variance on product evaluations and that causal attribution acts as a mediator of this moderation effect. A more comprehensive picture of the interplay among ratings variance, preference heterogeneity, and average ratings is also provided by revealing that the interaction between ratings variance and preference heterogeneity varies as a function of the average rating. In addition, this work provides some significant managerial implications for marketers in terms of how they manage word of mouth. Because a lack of consensus creates some uncertainty and anxiety over the given information, consumers experience a psychological burden regarding their choice of a product when ratings show disagreement. The results of this study offer a way to address this problem. By explicitly clarifying that there are many more differences in tastes among reviewers than expected, marketers can allow consumers to speculate that differing tastes of reviewers rather than an uncertain or poor product quality contribute to such conflicts in ratings. Thus, when fierce disagreements are observed in the WOM arena, marketers are advised to communicate to consumers that diverse, rather than uniform, tastes govern reviews and evaluations of products.

• 아동학회지
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• 제11권1호
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• pp.100-114
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• 1990

The present research investigated scholastic self-concepts and attribution tendencies of institutionalized children in comparison with home-reared children. The subjects were 286 institutionalized and 327 home-reared fifth. sixth, seventh, and eighth grade children. Instruments were the Scholastic Self-Concept Test(Park. Lee. & Cho. 1980). the Attribution Tendency Test(Lee, 1983) and a questionnaire constructed by the researcher. Data were analyzed by ANOVA. Duncan's Test of Multiple Comparsion, and product- moment correlation coefficient(r). Findings showed that (1) the scholastic self-concept of institutionalized children was lower than that of home-reared children; (2) higher scholastic self-concept of institutionalized children was correlated with (i) higher degree of contentment with the institution. (ii) shorter length of residence in the institution. and (iii) older age at admission to the institution; (3) institutionalized children attributed achievement more to uncontrollable. external factors. while home-reared children attributed achievement more to controllable. internal factors; (4) institutionalized children with a lower degree of contentment with the institution attributed achievement to luck while those with a higher degree of contentment attributed achievement to ability; and (5) the higher the scholastic self-concept. the higher the tendency to attribute achievement to internal. controllable factors, and the lower the scholastic self-concept, the higher the tendency to attribute achievement to external, uncontrollable factors.

• 한국IT서비스학회지
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• 제15권3호
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• pp.147-155
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• 2016

According to rapid development of technology, web text is growing explosively and attracting many fields as substitution for survey. The user of Facebook is reaching up to 113 million people per month, Twitter is used in various institution or company as a behavioral analysis tool. However, many research has focused on meaning of the text itself. And there is a lack of study for text's creation subject. Therefore, this research consists of sex/age text classification with by using 20,187 Facebook users' posts that reveal the sex and age of the writer. This research utilized Convolution Neural Networks, a type of deep learning algorithms which came into the spotlight as a recent image classifier in web text analyzing. The following result assured with 92% of accuracy for possibility as a text classifier. Also, this research was minimizing the Korean morpheme analysis and it was conducted using a Korean web text to Authorship Attribution. Based on these feature, this study can develop users' multiple capacity such as web text management information resource for worker, non-grammatical analyzing system for researchers. Thus, this study proposes a new method for web text analysis.

• 한국주거학회논문집
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• 제24권6호
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• pp.61-68
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• 2013

According to the relation of the attribution of residents, we analyzed the spatial characteristics of newly-built Hanok in Bukchon focused on a spatial area-ratio, the number of rooms, L/D/K configuration. The results are as follows: 1) Have increased the number of residents, the family members are also increased. In this study, the major formed case is 3 residents and two-generation family. 2) In the most cases, R area-ratio is the highest, next to L/D/K integrated area-ratio. While the examples that the L/D/K integrated area-ratio is lower than R area-ratio, or is also higher than R area-ratio are appeared. These examples can present that it has a tendency to secure the necessary room depending on the attribution of residents. 3) L/D/K is classified into four types of connection. And the characteristics depending on the number of rooms are as follows. L+DK is the most common type, next to LDK>LD+K>L+D+K. And L+DK is widely distributed in each sized area. And particularly, it is appeared mostly in 3R.

• 가정과삶의질연구
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• 제21권5호
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• pp.51-59
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• 2003

Many parents recognize the importance of social development during early childhood but they feel difficulty in helping their children develop socially. Recently, many researchers have suggested that maternal cognition is an important factor on their parenting behavior and children's development. Thus, this study attempted to investigate the mother's perception and attribution of parenting efficacy for children's social development. Total 247 mothers of three to five year-old children reported self-questionnaire consisting of Melson, Ladd, & Hsu(l993)'s Perceived Difficulty at Parenting Tasks, Criniic & Greenberg(1990)'s Parenting Daily Hassles and Abdin(1990)'s Parenting Alliance Inventory. Also, 82 of the subject's children were individually tested with McGinnis & Goldstein(1990)'s Skill Situations Measure. The major results were as follows: 1) Mothers' parenting efficacy for children's social development was significantly related with child's age, mother's education and the father's cooperation of parenting. 2) Mothers' perceived parenting efficacy was significantly correlated with some dimension of the child's actual social skill (i.e., maintenance of peer relation). 3) Mothers of young children were more likely to attribute to their children for their parenting efficacy than those of old children. 4) Mothers were more likely attribute to their children than themselves when they perceive parenting difficult. 5) Mothers who perceive parenting easy and attributed it to their children had less parenting stress than those of attributing it to themselves.

• 한국정보처리학회:학술대회논문집
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• 한국정보처리학회 2004년도 추계학술발표논문집(상)
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• pp.883-886
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• 2004

Many of facial feature extracting applications and systems have been developed in the field of face recognition systems and its application, and most of them use the eyes as a key-feature of human face. In this paper we show a simple and fast eye detection algorithm for embedded systems. The eyes are very important facial features because of the attribution they have. For example, we know the darkest regions in a face are the pair of pupils, and the eyes are always a pair and parallel. Using such attributors, our algorithm works well under various light conditions, size of face in image, and various pose such as panning and tilting. The main keys to develop this algorithm are the eyes' attribution that we can usually contemplate and easily find when we think about what is the attribution that the eyes have. With some constraints of the eyes and knowledge of the anthropometric human face, we detect human eye in an image, and the experimental results demonstrate successful eye detection.

• 감성과학
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• 제16권4호
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• pp.535-544
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• 2013

결과에 대한 원인을 추론하는 인지적 정보처리과정에 대한 연구에는 많은 성과가 있었다. 그러나 서로 다른 원인의 무의식적 점화가 과제 결과의 만족도와 과제 재수행에 관한 의사결정에 미치는 영향을 검증한 연구는 찾아보기 어렵다. 본 연구는 암묵적 귀인점화 절차를 사용하여 과제의 결과를 우연 또는 개인적인 노력에 귀인시키는 것이 과제에 대한 만족도와 과제 재수행 의도에 미치는 효과를 알아보기 위해 수행되었다. 이를 위해 지시문을 사용하여 우연과 노력 조건별로 실험참가자들을 점화한 후, O/X 퀴즈 과제 (실험 1) 또는 5지선다형 문제 (실험 2)를 풀게 하였다. 그리고 실제 과제수행 결과와 관계없이 '좋음' 또는 '나쁨'의 피드백을 주고 과제 만족도와 과제의 재수행 의도를 측정하였다. 분석 결과, 과제 만족도는 주로 피드백에 의해 영향을 받지만, 과제 재수행 의도는 피드백과 점화 유형에 따라 상호작용이 있음이 관찰되었다. 즉, '좋음'의 피드백을 받은 조건의 경우, 우연 점화 참가자들보다 노력 점화 참가자들에게서 재수행의도가 높게 나타났고, '나쁨'의 피드백을 받은 조건에서는 우연 점화 참가자들이 노력 점화 참가자들보다 재수행의도가 높았다. 본 연구의 결과는 귀인과 의사결정 관련 연구뿐만 아니라 중독 관련 상담심리연구에도 이론적, 실무적 시사점을 줄 수 있을 것으로 기대한다.

• 한국심리학회지 : 문화 및 사회문제
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• 제21권2호
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• pp.177-203
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• 2015

본 연구는 도박자와 비도박자를 대상으로 비합리적 도박신념과 도박행동의 관련성을 확인하고, 기존 연구들이 직접 다루지 않았던 인지적 오류로서 확률적 사고 오류, 귀인양식 및 귀인편향성이 도박행동에 관련되는지에 대해 알아보았다. 248명의 자료를 수집하여 비(非)도박자, 경(經)도박자, 중(重)도박자로 구분하고, 비합리적 도박신념, 확률추론 오류, 귀인양식 및 귀인편향성을 비교하였다. 비합리적 도박신념은 비도박자<경도박자<중도박자 순으로 높게 나타났는데, 하위요인으로서 자기과신적 추론에서 유의미한 차이를 보였고 기술과대평가적 추론에서는 통계적으로 유의한 차이없이 세 집단이 모두 척도평균(4점) 이상의 높은 신념을 형성하고 있었다. 또한, 비도박자에 비해 경도박자와 중도박자의 확률추론 오류 정도가 높았다. 중도박자들은 비도박자와 경도박자에 비해 일상적 사건에 대해 외부귀인 정도가 높고 내부귀인 정도는 낮으며 실패상황에 대한 내부귀인 편향성이 높은 것으로 드러나, 중도박자 집단과 경도박자, 비도박자 간 구분되는 인지적 오류 특성들이 확인되었다. 도박여부를 예측하는 선행요인들의 상대적 영향력을 검증한 결과 실패에 대한 내부귀인 편향성, 확률추론 오류, 비합리적 도박신념 중 자기과신적 추론, 일상사에 대한 외부귀인 성향 순으로 도박행동 예측력이 높게 나타났다. 본 연구를 통해 도박자와 비도박자의 인지적 오류 및 편향성에 어떤 차이가 있는지 확인함으로써, 도박자 뿐 아니라 도박을 하지 않는 일반인을 대상으로 도박에 관한 지속적인 홍보와 사회교육의 필요성을 제안하였다.

• 사회복지연구
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• 제42권4호
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• pp.187-216
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• 2011

본 연구는 노인요양시설에 종사하는 사회복지사의 직무환경(역할갈등, 역할모호성, 역할 과다, 보상체계의 적절성)과 개인적 성향(정서적 공감성, 인지적 공감성, 외적 귀인성향, 내적 귀인성향)이 사회복지사의 소진(감정적 고갈, 개인적 성취감 저하, 클라이언트에 대한 비인격화)에 미치는 영향을 검증하여 노인요양시설에 종사하는 사회복지사의 소진을 예방할 수 있는 방안을 제시한 것이다. 노인장기요양기관으로 지정된 노인요양시설에 근무하는 사회복지사를 대상으로 설문조사를 실시, 수집된 총 312부의 자료를 기반으로 구조방정식모형을 통해 분석한 결과, 직무환경인 역할모호성은 개인적 성취감 저하와 클라이언트에 대한 비인격화에, 역할갈등과 역할과다는 감정적 고갈과 클라이언트에 대한 비인격화에 각기 유의미한 정(+)의 영향을 미치는 것을 알 수 있었으며, 개인적 성향인 인지적 공감성과 내적 귀인성향은 개인적 성취감 저하에 부(-)의 영향을, 외적 귀인성향은 감정적 고갈과 클라이언트에 대한 비인격화에 유의미한 정(+)의 영향을 미치는 것으로 알 수 있었다. 본 연구는 노인요양시설에 종사하는 사회복지사의 소진을 직무환경 뿐 아니라 개인적 성향에 주목해서 조명했다는 면에서 의의를 가진다.

• 한국심리학회지 : 문화 및 사회문제
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• 제29권4호
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• pp.477-496
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• 2023

본 연구는 대학생을 대상으로 거부민감성이 반응적 공격성과 어떠한 관련이 있는지 알아보고. 거부민감성이 반응적 공격성에 미치는 영향에서 자기개념 명확성과 적대적 귀인편향의 매개효과가 있는지 확인하기 위하여 진행되었다. 이를 위하여 만 18세 이상 대학생을 대상으로 자기 보고식 설문을 온라인으로 실시하였으며, 총 250명의 자료를 분석에 사용하였다. 자료분석은 SPSS 27.0을 사용하여 변수의 기초통계량을 확인하였고 빈도분석, 신뢰도분석, 상관분석을 실시하였다. 또한 AMOS 21.0을 사용하여 모델의 적합도를 확인하였으며, 부트스트래핑(Bootstrapping) 방식으로 간접효과의 유의성을 검증하였다. 본 연구의 결과는 다음과 같다. 첫째, 거부민감성이 자기개념 명확성을 통해 반응적 공격성에 정적인 영향을 미치는 것으로 나타났다. 둘째, 거부민감성이 적대적 귀인편향을 증가시키고 이로 인해 반응적 공격성이 증가하는 것으로 나타났다. 셋째, 거부민감성이 자기개념 명확성과 적대적 귀인편향을 통해 순차적으로 반응적 공격성에 간접적으로 정적인 영향을 주는 것으로 나타났다. 이러한 결과는 대학생의 반응적 공격성에 영향을 미치는 심리적 요인을 확인함으로써 범죄와 같은 사회문제와 관련이 있는 반응적 공격성에 대한 개입에서의 심리학적 접근의 필요성과 치유 및 예방을 위한 기초자료를 제시하였다는 점에서 의의가 있다. 마지막으로 본 연구의 제한점 및 후속 연구에 필요한 시사점을 제안하였다.