• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.399-404
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• 2008

사용자 중심의 메뉴 기반 인터페이스를 설계하기 위해서는 인간의 지식 구조를 이해하는 것이 중요하다. 인간의 지식 구조를 이해하게 되면, 인터페이스를 통해서 전달된 자극들이 만들어낸 개념들이 어떠한 관계를 가지고 정신 모형(mental model)을 형성하고 있는지 알 수 있다. 인간의 지식 구조는 MDS (Multidimensional Scaling)과 Trajectory Mapping을 이용하여 Visual Concept Map 으로 나타낼 수 있고, 이것을 바탕으로 인간의 지식구조를 시각적으로 이해할 수 있다. MDS 는 인간의 머릿속에 자리잡고 있는 개념들의 상대적 위치를 알려주고, Trajectory Mapping 은 개념들 간의 연결 상태를 보여준다. 즉, Trajectory Mapping 을 통하여 개념들 간악 인지적 정보를 알 수 있다. 본 연구에서는 MDS 와 Trajectory Mapping 을 이용하여 핸드폰 메뉴로부터 전달 받은 시각적 자극들에 악해 형성된 개념들에 대한 인간의 지식 구조를 Visual Concept Map 으로 시각화하였다. 그리고 이렇게 시각화된 지식 구조를 바탕으로 메뉴 구조를 개발하였다. 본 연구 결과, MDS 와 Trajectory Mapping 을 이용한 인간의 지식 구조의 시각화는 사용자 중심의 메뉴 기반 인터페이스를 설계하는데 유용하게 쓰일 수 있을 것으로 보인다.

• Journal of the Korean Society for Library and Information Science
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• v.41 no.2
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• pp.335-357
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• 2007

There has been many studies representing intellectual structures with multidimensional scaling(MDS) However MDS configuration is limited in representing local details and explicit structures. In this paper, we identified two components of MDS mapping approach; one is MDS algorithm and the other is preparation of data matrix. Various combinations of the two components of MDS mapping are compared through some measures of fit. It is revealed that the conventional approach composed of ALSCAL algorithm and Euclidean distance matrix calculated from Pearson's correlation matrix is the worst of the compared MDS mapping approaches. Otherwise the best approach to make MDS map is composed of PROXSCAL algorithm and z-scored Euclidean distance matrix calculated from Pearson's correlation matrix. These results suggest that we could obtain more detailed and explicit map of a knowledge domain through careful considerations on the process of MDS mapping.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2002.05a
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• pp.93-97
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• 2002

In this paper, we propose personalized recommendation techniques based on multidimensional scaling (MDS) method for Business to Consumer Electronic Commerce. The multidimensional scaling method is traditionally used in marketing domain for analyzing customers' perceptional differences about brands and products. In this study, using purchase history data, customers in learning dataset are assigned to specific product categories, and after then using MDS a positioning map is generated to map product categories and alternative advertisements. The positioning map will be used to select personalized advertisement in real time situation. In this paper, we suggest the detail design of personalized recommendation method using MDS and compare with other approaches (random approach, collaborative filtering, and TOP3 approach)

• The Korean Journal of Applied Statistics
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• v.31 no.1
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• pp.67-75
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• 2018

Multidimensional scaling (MDS) is an exploratory analysis of multivariate data to represent the dissimilarity among objects in the geometric low-dimensional space. However, a general MDS map only shows the information of objects without any information about variables. In this study, we used MDS based on the algorithm of Torgerson (Theory and Methods of Scaling, Wiley, 1958) to visualize some clusters of objects in categorical data. For this, we convert given data into a multiple indicator matrix. Additionally, we added the information of levels for each categorical variable on the MDS map by applying the partition method of Shin et al. (Korean Journal of Applied Statistics, 28, 1171-1180, 2015). Therefore, we can find information on the similarity among objects as well as find associations among categorical variables using the proposed MDS map.

• Culinary science and hospitality research
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• v.13 no.2
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• pp.275-291
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• 2007

The growth of foodservice industry has caused keen competition in the family restaurant industry. For a differentiation strategy to be competitive, on the preferential basis, it is necessary for each family restaurant business to analyze its position in the market. Therefore, this study is to certify customers' perceived servicescape and image similarity and analyzes positioning of seven family restaurants. For this research, multidimensional scaling(MDS) is performed to determine how they are positioned relative to competitors. According to the result of the positioning map(ALSCAL and PROFIT map), it is found that Outback steakhouse, T.G.I. Friday's, Bennigans' have more strong competitiveness than VIPS, Marche and Sizzler in servicescape factors and restaurant selection attribute except menu diversity. But the preference order does not follow the order of competitiveness. This result from the positioning map means that each business needs various marketing strategies that cannot be copied easily.

• IE interfaces
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• v.22 no.1
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• pp.17-25
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• 2009

In mobile device's user interface, menu organization is very important as well as menu structure because small display of mobile device. Menu items should be organized based on user knowledge structure to design user-centered interface. Traditionally, MDS (Multidimensional Scaling) have been most often used to expose users' perceived organization of menu items. But, information that MDS reveals is just relative spatial location of concepts and not relevant to concepts connection. Unlike MDS, Trajectory Mapping explicitly finds users' cognitive links between perceived concepts. This study proposes a Trajectory Mapping technique for eliciting knowledge structure, especially a set of cognitive pathways linking menu items, from end user. With twelve participants, MDS and Trajectory Mapping were conducted using cellular phone's menu items. And user knowledge structure was analyzed through Visual Concept Map that combination of results of MDS and Trajectory Mapping. After then, menu items were organized according to users' perceived organization. Empirical usability test was also conducted. The results of usability test showed that usability, in terms of task performance time, number of errors, and satisfaction, for newly organized interface was significantly improved compare to original interface. The methodology of this study is expected to be applicable to design a user-centered interface. In other words, Trajectory Mapping technique can be used as a design tool of user interface for imposing user knowledge structure on the interface.

• Fashion & Textile Research Journal
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• v.3 no.4
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• pp.330-336
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• 2001

The purpose of this study was to construct positioning maps according to satisfaction of sensibility elements and screen composition elements of internet fashion shopping mall by using multidimensional scaling (MDS). A questionnaire and internet-site surfing was used for this research, and 200 responses were used for data analysis. MDS analysis showed the satisfaction levels of 10 sensibility elements and 5 screen composition elements satisfaction for 8 selected internet fashion shopping malls.

• Journal of the Korean Data and Information Science Society
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• v.14 no.3
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• pp.501-510
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• 2003

Ordinary computer program in the context of MDS for providing separate graphs according to "individuals" is usually referred to as INDSCAL(individual difference scaling), which enables one to detect dissimilarities between "subjects". This article is concerned with applications of INDSCAL concept to MDPREF and perceptual map. Related algorithm is presented and is implemented through illustrative analysis of Korean credit card data.

• Journal of the Korean Society of Costume
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• v.15
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• pp.253-265
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• 1990

This article was written with two purposes in mind. The first purpose was to introduce clothing and textile community who may not be familiar with Multidimensional Scaling(MDS) with usefulness of the new technique in the area of fashion merchandising. The second purpose was to present the results of an empirical study on brand image utilizing MDS and its related technique as the main analysis tools. The main objective of the empirical study was to gain a better understanding of consumer's brand image by relating differences in perception and attributes of clothing in women's ready-to wear market. For this empirical study, the ten brands and the fifteen attributes of clothing were chosen. The questionnaire consisting of questions asking about the similarity and attributes of clothing between selected brands was administrated to 185 career women during summer in 1989. Data were analyzed cluster analysis, and KYST and PROFIT in MDS program. The results were as follows: 1. The similarities data for the ten selected brand by using KYST program of MDS drawed the perceptual map. The results of this perceptual map showed that the selected brand were grouped into three clusters. 2. In order to get a somewhat objective view of which attributes consumers are attributing to each brand, PROFIT program was used. As a result, it was revealed that assortment depth / width, price, youth-oriented style, possibility of various social activity were significant attributes in consumer's brand choice rather than physical attributes of clothing such as quality or durability. This may imply that consumer orientation in rapidly changing environments of women's apparel market was its basic idea, and the focus of all fashion merchandising activities was put on need's and the response of consumer group who are the object of the target. Implicating for future research as well as for strategy of brand positioning were also suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.8
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• pp.1297-1306
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• 1997

The purpose of this study was to investigate the difference of visual evaluation about combination of contrary clothing image, Elegance-Casual, Ethnic-Modern. The data were collected using 23 semantic differential hi-polar scale questionnaires from 50 female students majoring in clothing and textile and analyzed by Factor analysis, ANOVA, Discriminant analysis and MDS. The results obtained were summarized as follows; 1. As a result of factor analysis, 4 factors -Attractiveness, Casualness, Moderateness, Modernness-were found out as constructing factors of contrary clothing image. 2. For the visual evaluation of contrary clothing image combined with top and bottom, there were significant differences in all factors. 3. As a result of discriminant analysis, discrimination among images was more closely related to renovated image by combination of contrary clothing image. 4. As a result of MDS, evaluative dimensions of contrary clothing image were identified, and relationship between clothing images and special qualities of design was shown on positioning map.