• Title/Summary/Keyword: Information Usage Behavior

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A Study on the Acceptance Factors of the Capital Market Sentiment Index (자본시장 심리지수의 수용요인에 관한 연구)

  • Kim, Suk-Hwan;Kang, Hyoung-Goo
    • Journal of Intelligence and Information Systems
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    • v.26 no.3
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    • pp.1-36
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    • 2020
  • This study is to reveal the acceptance factors of the Market Sentiment Index (MSI) created by reflecting the investor sentiment extracted by processing unstructured big data. The research model was established by exploring exogenous variables based on the rational behavior theory and applying the Technology Acceptance Model (TAM). The acceptance of MSI provided to investors in the stock market was found to be influenced by the exogenous variables presented in this study. The results of causal analysis are as follows. First, self-efficacy, investment opportunities, Innovativeness, and perceived cost significantly affect perceived ease of use. Second, Diversity of services and perceived benefits have a statistically significant impact on perceived usefulness. Third, Perceived ease of use and perceived usefulness have a statistically significant effect on attitude to use. Fourth, Attitude to use statistically significantly influences the intention to use, and the investment opportunities as an independent variable affects the intention to use. Fifth, the intention to use statistically significantly affects the final dependent variable, the intention to use continuously. The mediating effect between the independent and dependent variables of the research model is as follows. First, The indirect effect on the causal route from diversity of services to continuous use intention was 0.1491, which was statistically significant at the significance level of 1%. Second, The indirect effect on the causal route from perceived benefit to continuous use intention was 0.1281, which was statistically significant at the significance level of 1%. The results of the multi-group analysis are as follows. First, for groups with and without stock investment experience, multi-group analysis was not possible because the measurement uniformity between the two groups was not secured. Second, the analysis result of the difference in the effect of independent variables of male and female groups on the intention to use continuously, where measurement uniformity was secured between the two groups, In the causal route from usage attitude to usage intention, women are higher than men. And in the causal route from use intention to continuous use intention, males were very high and showed statistically significant difference at significance level 5%.

A Multimodal Profile Ensemble Approach to Development of Recommender Systems Using Big Data (빅데이터 기반 추천시스템 구현을 위한 다중 프로파일 앙상블 기법)

  • Kim, Minjeong;Cho, Yoonho
    • Journal of Intelligence and Information Systems
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    • v.21 no.4
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    • pp.93-110
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    • 2015
  • The recommender system is a system which recommends products to the customers who are likely to be interested in. Based on automated information filtering technology, various recommender systems have been developed. Collaborative filtering (CF), one of the most successful recommendation algorithms, has been applied in a number of different domains such as recommending Web pages, books, movies, music and products. But, it has been known that CF has a critical shortcoming. CF finds neighbors whose preferences are like those of the target customer and recommends products those customers have most liked. Thus, CF works properly only when there's a sufficient number of ratings on common product from customers. When there's a shortage of customer ratings, CF makes the formation of a neighborhood inaccurate, thereby resulting in poor recommendations. To improve the performance of CF based recommender systems, most of the related studies have been focused on the development of novel algorithms under the assumption of using a single profile, which is created from user's rating information for items, purchase transactions, or Web access logs. With the advent of big data, companies got to collect more data and to use a variety of information with big size. So, many companies recognize it very importantly to utilize big data because it makes companies to improve their competitiveness and to create new value. In particular, on the rise is the issue of utilizing personal big data in the recommender system. It is why personal big data facilitate more accurate identification of the preferences or behaviors of users. The proposed recommendation methodology is as follows: First, multimodal user profiles are created from personal big data in order to grasp the preferences and behavior of users from various viewpoints. We derive five user profiles based on the personal information such as rating, site preference, demographic, Internet usage, and topic in text. Next, the similarity between users is calculated based on the profiles and then neighbors of users are found from the results. One of three ensemble approaches is applied to calculate the similarity. Each ensemble approach uses the similarity of combined profile, the average similarity of each profile, and the weighted average similarity of each profile, respectively. Finally, the products that people among the neighborhood prefer most to are recommended to the target users. For the experiments, we used the demographic data and a very large volume of Web log transaction for 5,000 panel users of a company that is specialized to analyzing ranks of Web sites. R and SAS E-miner was used to implement the proposed recommender system and to conduct the topic analysis using the keyword search, respectively. To evaluate the recommendation performance, we used 60% of data for training and 40% of data for test. The 5-fold cross validation was also conducted to enhance the reliability of our experiments. A widely used combination metric called F1 metric that gives equal weight to both recall and precision was employed for our evaluation. As the results of evaluation, the proposed methodology achieved the significant improvement over the single profile based CF algorithm. In particular, the ensemble approach using weighted average similarity shows the highest performance. That is, the rate of improvement in F1 is 16.9 percent for the ensemble approach using weighted average similarity and 8.1 percent for the ensemble approach using average similarity of each profile. From these results, we conclude that the multimodal profile ensemble approach is a viable solution to the problems encountered when there's a shortage of customer ratings. This study has significance in suggesting what kind of information could we use to create profile in the environment of big data and how could we combine and utilize them effectively. However, our methodology should be further studied to consider for its real-world application. We need to compare the differences in recommendation accuracy by applying the proposed method to different recommendation algorithms and then to identify which combination of them would show the best performance.

The Mediating Role of Brand Recall and Brand Attitude in Influencing Purchase Intention in Advergames

  • Abdul Adis, Azaze-Azizi;Kim, Hyung-Jun
    • Asia Marketing Journal
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    • v.15 no.3
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    • pp.117-139
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    • 2013
  • Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer's attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames - this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers' purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players' congruity, entertainment value and brand placement factors.

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A Study On Web Shopping Attitude and Purchasing Intention of Internet Self-Efficacy -Focus on Intrinsic and Extrinsic Motivation- (인터넷 자기효능감으로 인한 웹쇼핑에 대한 태도와 구매행동의도에 관한 연구 -내재적 동기와 외재적 동기를 중심으로-)

  • Lee, Jong-Ho;Sin, Jong-Kuk;Kim, Mi-Hye;Kong, Hye-Kyung
    • Journal of Global Scholars of Marketing Science
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    • v.10
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    • pp.1-26
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    • 2002
  • The present study examines the role of subjectively perceived factors of the attitude toward web shopping in forming an intention to use a web shopping intention. An integrative research model is presented and tested empirically. It includes the following three aspects of belief in Davis' TAM: perceived usefulness, perceived ease of use, perceived enjoyment. Specially, internet self-efficacy, or the belief in one's capabilities to organize and execute courses of Internet actions required to produce given attainments, is a potentially important factor in efforts to gain more favorable attitude toward web shopping close the digital divide that separates experienced Internet users from novices. Prior research on Internet self-efficacy has been limited to examining specific task performance and narrow behavioral domains rather than overall attainments in relation to general Internet use, and has not yielded evidence of reliability and construct validity. Survey data were collected to develop a reliable operational measure of Internet self-efficacy and to examine its construct validity. Also, much previous research has established that perceived ease of use is an important factor influencing user acceptance and usage behavior of information technologies. However, very little research has been conducted to understand how that perception forms and changes over time. The present study examines that higher internet self-efficacy is more getting favorable web shopping attitude, and web shopping intention as more as usefulness, enjoyment through the internet.

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Analyzing the weblog data of a shopping mall using process mining (프로세스 마이닝을 이용한 쇼핑몰 웹로그 데이터 분석)

  • Kim, Chae-Young;Yong, Hye-Ryeon;Hwang, Hyun-Seok
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.21 no.11
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    • pp.777-787
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    • 2020
  • With the development of the Internet and the spread of mobile devices, the online market is growing rapidly. As the number of customers using online shopping malls explodes, research is being conducted on the analysis of usage behavior from customer data, personalized product recommendations, and service development. Thus, this paper seeks to analyze the overall process of online shopping malls through process mining, and to identify the factors that influence users' purchases. The data used are from a large online shopping mall, and R was the analysis tool. The results show that customer activity was most prominent in categories with event elements, such as unconventional discounts and monthly giveaway events. On the other hand, searches, logins, and campaign activity were found to be less relevant than their importance. Those are very important, because they can provide clues to a customer's information and needs. Therefore, it is necessary to refine the recommendations from related search words, and to manage activity, such as coupons provided when customers log in. In addition to the previous discussion, this paper proposes various business strategies to enhance the competitiveness of online shopping malls and to increase profits.

A Study of the Effects of Job-seeking Efficacy on Use Intention and Outcome of the Work-net (구직효능감(job-seeking efficacy)으로 인 한 Work-net의 이용의도 및 성과에 관한 연구)

  • Oh, Seong-Uk;Yoon, Sung-Joon
    • Journal of Global Scholars of Marketing Science
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    • v.13
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    • pp.113-133
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    • 2004
  • The present study examines the the role of subjectively perceived factors of the attitude toward job-seeking activities in forming an intention to use a web. An integrative research model is presented and tested empirically. It includes the following two aspects of belief in Davis' TAM: perceived usefulness, perceived ease of use. Specially, internet job-seeking efficacy, or the belief in one's capabilities to organize and execute courses of Internet actions required to achieve given goals, is a potentially important factor in efforts to gain more favorable attitude toward Internet uses. Survey data were collected to develop a reliable operational measure of Internet job-seeking efficacy and to examine its construct validity. An four-item Internet job-seeking efficacy scale developed for the present study was found to be reliable and internally consistent. Also, many previous studies have established that perceived usefulness is an important factor influencing user acceptance and usage behavior of information technologies. However, very little research has been conducted to understand how that perception forms and changes over time. The current work presents and tests the determinants of perceived usefulness. The present study found that higher internet job-seeking efficacy is an important concept which is significantly related to job-seeking activities by positively influencing intention and performance as well as usefulness on the Internet.

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Control Unit Design and Implementation for SIMD Programmable Unified Shader (SIMD 프로그래머블 통합 셰이더를 위한 제어 유닛 설계 및 구현)

  • Kim, Kyeong-Seob;Lee, Yun-Sub;Yu, Byung-Cheol;Jung, Jin-Ha;Choi, Sang-Bang
    • Journal of the Institute of Electronics Engineers of Korea SD
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    • v.48 no.7
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    • pp.37-47
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    • 2011
  • Real picture like high quality computer graphic is widely used in various fields and shader processor, a key part of a graphic processor, has been advanced to programmable unified shader. However, The existing graphic processors have been optimized to commercial algorithms, so development of an algorithm which is not based on it requires an independent shader processor. In this paper, we have designed and implemented a control unit to support high quality 3 dimensional computer graphic image on programmable integrated shader processor. We have done evaluation through functional level simulation of designed control unit. Hardware resource usage rate are measured by implementing directly on FPGA Virtex-4 and execution speed are verified by applying ASIC library. the result of an evaluation shows that the control unit has the commands more about 1.5 times compared to the other shader processors that is a behavior similar to the control unit and with a number of processing units used in a shader processor, compared with the other processors, overall performance of the control unit is improved about 3.1 GFLOPS.

The Survey on the Drug use status, Knowledge and Attitude of College Students (Seoul and Northern Part of the Kyunggi-do) (대학생의 약물 사용 실태.지식 및 태도(서울 및 경기 북부지역))

  • Han, Kyoung-Soon;Moon, Sun-Young;Park, Hyun-Ok;Park, Eun-Hee
    • The Journal of Korean Academic Society of Nursing Education
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    • v.6 no.2
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    • pp.376-389
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    • 2000
  • The Purpose of this study was to grasp the status of drug uses in college students, and to investigate the knowledge and attitude when they use it. We collected through questionnaires from Sep. 1 to Oct. 30 in 1999. The subjects were 490 college students in Seoul and northern of the Kyunggi-do. The data analysis was performed using SPSS (version 7.0) and ANOVA. The results of this study were as follows. 1. There was no correlation for all factors in the relationship between general characteristics of subjects and knowledge for drugs. On the contrary, in the relation of the general characteristics and attitude for drug of subjects, some factors are statistically significant e.g., department (F=3.049, p<.010), satisfaction for school life (F=6.167,p<.002), body shape(F=8.092, p<.000), and the relationship with ones parents (F=3.728, p<.005). 2. In the analysis of drug use status and knowledge, only in the factor of administration control was statistically significant(F=4.304, p<.014) and in the relation of attitude for drug uses, drug administration was statistically significant (F=4.521, p<.004). 3. In the mean scores for the drug knowledge analysis, the highest factor was 'A narcotic make deformed persons through poisoning of physical and mental' (M=4.14), the lowest factor was 'If catch the flu during the pregnancy, should be take drug as possible as quickly to reduce negative effect for fetal' (M=1.94). 4. In the analysis for drug attitude, the highest factor was 'A drug is alike a poison' (M=3.48), 'Should be keep the usage and dosage of drug' was the lowest (M=1.48). 5. From the investigation for status of drug use, it was revealed that the most subjects (73.6%) were purchase drugs after explain their symptoms to pharmacist. And they take drugs only when they felt painful in 43.1%. The most students (70.4%) were experienced control of drug administration. It was inquired that subjects were mainly obtained information about drugs from pharmacist and television (or radio) advertisement, 33.5% and 33.1%, respectively. In the examination for existence of long-term administrators in their family, 'none' and 'only parents' are 49.6% and 37.3%, respectively. When their parents have illness, the persons go to drugstore and hospital for heath-care, 47.8% and 44.3%, respectively. On the basis of results of this study, we suggest as follows. 1. This study was analyzed data from questionnaires for college students in a part of local areas, so we suggest that the next research should be perform for national-wide students as subjects to generalize the results. 2. It is need more intensive research methodologies such as interview and observation. 3. Additional research is required for knowledge and behaviors of drug uses that will how impact on ones health behavior.

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An Efficient Scheduling Method Taking into Account Resource Usage Patterns on Desktop Grids (데스크탑 그리드에서 자원 사용 경향성을 고려한 효율적인 스케줄링 기법)

  • Hyun Ju-Ho;Lee Sung-Gu;Kim Sang-Cheol;Lee Min-Gu
    • Journal of KIISE:Computer Systems and Theory
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    • v.33 no.7
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    • pp.429-439
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    • 2006
  • A desktop grid, which is a computing grid composed of idle computing resources in a large network of desktop computers, is a promising platform for compute-intensive distributed computing applications. However, due to reliability and unpredictability of computing resources, effective scheduling of parallel computing applications on such a platform is a difficult problem. This paper proposes a new scheduling method aimed at reducing the total execution time of a parallel application on a desktop grid. The proposed method is based on utilizing the histories of execution behavior of individual computing nodes in the scheduling algorithm. In order to test out the feasibility of this idea, execution trace data were collected from a set of 40 desktop workstations over a period of seven weeks. Then, based on this data, the execution of several representative parallel applications were simulated using trace-driven simulation. The simulation results showed that the proposed method improves the execution time of the target applications significantly when compared to previous desktop grid scheduling methods. In addition, there were fewer instances of application suspension and failure.

A Study on the Effect of Selection Attribute of Cruise Service on Tourism Satisfaction and Behavioral Intention (크루즈 서비스 선택속성이 관광만족과 행동의도에 미치는 영향에 관한 연구)

  • Pak, Myongsop;Kang, Yongjoon;Cho, Sungwoo
    • Journal of Korea Port Economic Association
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    • v.28 no.3
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    • pp.193-214
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    • 2012
  • The interest on cruise service has been increased due to the economic development and income growth all over the world during last several decades. However, cruise industry in Korea is located in the initiating stage and the service is just focused on costal cruise service. This study investigates relationship between influencing factors of the selection attributes of cruise service on tourism satisfaction and behavioral intention. Additionally, the study aims to provide information to establish customer-oriented marketing strategies for cruise tour service. Literature review is conducted to find out the factors in order to meet the future users preference and expectations. The data was collected on-board customers of "One Night Cruise" on Panstar Line. The result of the study shows that a certain number of factors are statistically significant on the cruise tour intention of potential customers. It shows that there is significant difference related to the using purpose and the usage attitude. Managers in the cruise company are able to utilize the practical implications of the present study when the cruise service launches in Korea. This study exists limitations that samples are not sufficient and the research can not be generalized due to the inadequate samples of target company.