• 제목/요약/키워드: Perceptual Systems

검색결과 127건 처리시간 0.022초

온라인 상품평의 내용적 특성이 소비자의 인지된 유용성에 미치는 영향 (Impact of Semantic Characteristics on Perceived Helpfulness of Online Reviews)

  • 박윤주;김경재
    • 지능정보연구
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    • 제23권3호
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    • pp.29-44
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    • 2017
  • 인터넷 상거래에서, 소비자들은 기존에 제품을 구매한 다른 사용자들이 작성한 상품평에 많은 영향을 받는다. 그러나, 상품평이 점차 축적되어감에 따라, 소비자들이 방대한 상품평을 일일이 확인하는데 많은 시간과 노력이 소요되고, 또한 무성의하게 작성된 상품평들은 오히려 소비자들의 불편을 초래하기도 한다. 이에, 본 연구는 온라인 상품평의 유용성에 영향을 미치는 요인들을 분석하여, 소비자들에게 실제로 도움이 될 수 있는 상품평을 선별적으로 제공하는 예측모형을 도출하는 것을 목적으로 한다. 이를 위해, 텍스트마이닝 기법을 사용하여, 상품평에 포함되어있는 다양한 언어적, 심리적, 지각적 요소들을 추출하였으며, 이러한 요소들 중에서 상품평의 유용성에 영향을 미치는 결정요인이 무엇인지 파악하였다. 특히, 경험재인 의류군과 탐색재인 전자제품군에 대한 상품평의 특성 및 유용성 결정요인이 상이할 수 있음을 고려하여, 제품군별로 상품평의 특성을 비교하고, 각각의 결정요인을 도출하였다. 본 연구에는 아마존닷컴(Amazon.com)의 의류군 상품평 7,498건과 전자제품군 상품평 106,962건이 사용되었다. 또한, 언어분석 소프트웨어인 LIWC(Linguistic Inquiry and Word Count)를 활용하여 상품평에 포함된 특징들을 추출하였고, 이후, 데이터마이닝 소프트웨어인 RapidMiner를 사용하여, 회귀분석을 통한, 결정요인 분석을 수행하였다. 본 연구결과, 제품에 대한 리뷰어의 평가가 높고, 상품평에 포함된 전체 단어 수가 많으며, 상품평의 내용에 지각적 과정이 많이 포함되어 있는 반면, 부정적 감정은 적게 포함된 상품평들이 두 제품 모두에서 유용하다고 인식되는 것을 알 수 있었다. 그 외, 의류군의 경우, 비교급 표현이 많고, 전문성 지수는 낮으며, 한 문장에 포함된 단어 수가 적은 간결한 상품평이 유용하다고 인식되고 있었으며, 전자제품의 경우, 전문성 지수가 높고, 분석적이며, 진솔한 표현이 많고, 인지적 과정과 긍정적 감정(PosEmo)이 많이 포함된 상품평이 유용하게 인식되고 있었다. 이러한 연구결과는 향후, 소비자들이 효과적으로 유용한 상품평들을 확인하는데 도움이 될 것으로 기대된다.

정보시스템의 실제 이용에 대한 연구: 모바일 서비스 시스템 품질을 중심으로 (A Study on Actual Usage of Information Systems: Focusing on System Quality of Mobile Service)

  • 조우철;김기민;양성병
    • Asia pacific journal of information systems
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    • 제24권4호
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    • pp.611-635
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    • 2014
  • Information systems (IS) have become ubiquitous and changed every aspect of how people live their lives. While some IS have been successfully adopted and widely used, others have failed to be adopted and crowded out in spite of remarkable progress in technologies. Both the technology acceptance model (TAM) and the IS Success Model (ISSM), among many others, have contributed to explain the reasons of success as well as failure in IS adoption and usage. While the TAM suggests that intention to use and perceived usefulness lead to actual IS usage, the ISSM indicates that information quality, system quality, and service quality affect IS usage and user satisfaction. Upon literature review, however, we found a significant void in theoretical development and its applications that employ either of the two models, and we raise research questions. First of all, in spite of the causal relationship between intention to use and actual usage, in most previous studies, only intention to use was employed as a dependent variable without overt explaining its relationship with actual usage. Moreover, even in a few studies that employed actual IS usage as a dependent variable, the degree of actual usage was measured based on users' perceptual responses to survey questionnaires. However, the measurement of actual usage based on survey responses might not be 'actual' usage in a strict sense that responders' perception may be distorted due to their selective perceptions or stereotypes. By the same token, the degree of system quality that IS users perceive might not be 'real' quality as well. This study seeks to fill this void by measuring the variables of actual usage and system quality using 'fact' data such as system logs and specifications of users' information and communications technology (ICT) devices. More specifically, we propose an integrated research model that bring together the TAM and the ISSM. The integrated model is composed of both the variables that are to be measured using fact as well as survey data. By employing the integrated model, we expect to reveal the difference between real and perceived degree of system quality, and to investigate the relationship between the perception-based measure of intention to use and the fact-based measure of actual usage. Furthermore, we also aim to add empirical findings on the general research question: what factors influence actual IS usage and how? In order to address the research question and to examine the research model, we selected a mobile campus application (MCA). We collected both fact data and survey data. For fact data, we retrieved them from the system logs such information as menu usage counts, user's device performance, display size, and operating system revision version number. At the same time, we conducted a survey among university students who use an MCA, and collected 180 valid responses. A partial least square (PLS) method was employed to validate our research model. Among nine hypotheses developed, we found five were supported while four were not. In detail, the relationships between (1) perceived system quality and perceived usefulness, (2) perceived system quality and perceived intention to use, (3) perceived usefulness and perceived intention to use, (4) quality of device platform and actual IS usage, and (5) perceived intention to use and actual IS usage were found to be significant. In comparison, the relationships between (1) quality of device platform and perceived system quality, (2) quality of device platform and perceived usefulness, (3) quality of device platform and perceived intention to use, and (4) perceived system quality and actual IS usage were not significant. The results of the study reveal notable differences from those of previous studies. First, although perceived intention to use shows a positive effect on actual IS usage, its explanatory power is very weak ($R^2$=0.064). Second, fact-based system quality (quality of user's device platform) shows a direct impact on actual IS usage without the mediating role of intention to use. Lastly, the relationships between perceived system quality (perception-based system quality) and other constructs show completely different results from those between quality of device platform (fact-based system quality) and other constructs. In the post-hoc analysis, IS users' past behavior was additionally included in the research model to further investigate the cause of such a low explanatory power of actual IS usage. The results show that past IS usage has a strong positive effect on current IS usage while intention to use does not have, implying that IS usage has already become a habitual behavior. This study provides the following several implications. First, we verify that fact-based data (i.e., system logs of real usage records) are more likely to reflect IS users' actual usage than perception-based data. In addition, by identifying the direct impact of quality of device platform on actual IS usage (without any mediating roles of attitude or intention), this study triggers further research on other potential factors that may directly influence actual IS usage. Furthermore, the results of the study provide practical strategic implications that organizations equipped with high-quality systems may directly expect high level of system usage.

다면 AHP 방법론을 활용한 역량 모델링과 국가기술자격제도 개선 방안 도출 (Competency Modeling Using AHP Methodology and Improvement of National Technical Qualification System)

  • 이재열;황승준
    • 산업경영시스템학회지
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    • 제40권4호
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    • pp.191-202
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    • 2017
  • The purpose of this study is to develop an engineer competency model using Analytical Hierarchy Process (AHP) to improve the national technical qualification system. Korea has managed technical human resources at the government level through the operation of a national technical qualification system that certifies engineers with national certificates or technical grades by laws. However, there have been increasing concerns that the government system is separated from global standards and does not reflect an engineer's comprehensive capabilities. For these reasons, the new architecture of the system has been continuously discussed and becomes a major policy issue of the Korean government. For the development of the engineer competency model, domestic and global models were separately structured using 554 valid questionnaires with a consistency ratio (CR) of 0.1 or less. The relative importance of engineer competency factors in a domestic model was career (0.383), qualification (0.253), academic degree (0.195), and job training (0.169) whereas the order in the global model was career (0.308), global ability (0.237), job training (0.175), domestic qualification (0.147), and academic degree (0.134). The results of AHP analysis indicated that the evaluation factors and methods recognized by engineers were different from a current government model focusing on domestic qualifications. There was also perceptual difference in the importance of engineer evaluation factors between groups depending on the type of organizations and markets. This means that it is necessary to reflect the characteristics of organizations and markets when evaluating engineer competency. Based on AHP analysis and literature reviews, this paper discussed how to develop a new engineer competency index (ECI) and presented two effective index models verified by simulation test using 59,721 engineers' information. Lastly, the paper discussed major findings of our empirical research and proposed policy alternatives for the improvement of a national engineer qualification system. The paper contributes to the management of technical human resources since it provides quantitative competency models that are objectively developed by reflecting market recognition and can be effectively used by the policy makers or firms.

HMM 기반 TTS와 MusicXML을 이용한 노래음 합성 (Singing Voice Synthesis Using HMM Based TTS and MusicXML)

  • 칸 나지브 울라;이정철
    • 한국컴퓨터정보학회논문지
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    • 제20권5호
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    • pp.53-63
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    • 2015
  • 노래음 합성이란 주어진 가사와 악보를 이용하여 컴퓨터에서 노래음을 생성하는 것이다. 텍스트/음성 변환기에 널리 사용된 HMM 기반 음성합성기는 최근 노래음 합성에도 적용되고 있다. 그러나 기존의 구현방법에는 대용량의 노래음 데이터베이스 수집과 학습이 필요하여 구현에 어려움이 있다. 또한 기존의 상용 노래음 합성시스템은 피아노 롤 방식의 악보 표현방식을 사용하고 있어 일반인에게는 익숙하지 않으므로 읽기 쉬운 표준 악보형식의 사용자 인터페이스를 지원하여 노래 학습의 편의성을 향상시킬 필요가 있다. 이 문제를 해결하기 위하여 본 논문에서는 기존 낭독형 음성합성기의 HMM 모델을 이용하고 노래음에 적합한 피치값과 지속시간 제어방법을 적용하여 HMM 모델 파라미터 값을 변화시킴으로서 노래음을 생성하는 방법을 제안한다. 그리고 음표와 가사를 입력하기 위한 MusicXML 기반의 악보편집기를 전단으로, HMM 기반의 텍스트/음성 변환 합성기를 합성기 후단으로서 사용하여 노래음 합성시스템을 구현하는 방법을 제안한다. 본 논문에서 제안하는 방법을 이용하여 합성된 노래음을 평가하였으며 평가결과 활용 가능성을 확인하였다.

음 변화 관점에서 바라본 한국어 어두 폐쇄음의 발화 및 지각 (Production and perception of Korean word-initial stops from a sound change perspective)

  • 김진우
    • 말소리와 음성과학
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    • 제13권3호
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    • pp.39-51
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    • 2021
  • 본고에서는 2020년에 수집된 자유 발화 자료를 바탕으로 어두 폐쇄음 평음, 격음, 경음의 발화가 어떻게 달라지고 있는지 그리고 지각은 어떻게 이루어지고 있는지에 대해 자세히 살펴보았다. 기존 연구의 통제된 실험에서와 다르게, 자유 발화에서는 30대 남성까지도 VOT(voice onset time)에 의해 평음과 격음의 변별이 이루어지지 않았다. 지각실험은 언어 변화의 주도 계층인 젊은 여성 세대를 대상으로 하였다. 그 결과 어두 폐쇄음의 지각에서 F0이 평음과 나머지 둘을 변별하는 역할을 하였고, 그 다음 VOT가 격음과 경음을 변별하는 역할을 하였다. 특히 F0이 낮을 때에는 VOT의 길이가 짧든 길든 간에 항상 평음으로 지각되었다는 점은 평음의 지각에서 F0이 절대적인 역할을 한다는 것을 보여주었다. 그러나 어떤 F0의 경우에는 VOT에 따라 평음과 격음이 변별되기도 하였는데, 이는 20대 여성의 발화와 지각 체계가 일치하지 않기 때문이다. 음 변화의 관점에서 발화와 지각 체계가 일치하지 않는다는 것은 음 변화가 진행 중이라는 것을 의미하는데, 특히 20대 여성에서처럼 발화의 변화가 지각의 변화에 앞서는 경우는 음 변화가 후반 단계에 있을 때이다. 이처럼 언어 변화를 주도하는 계층에서 여전히 지각에서 이전의 체계를 유지하고 있는 이유는 그들의 부모 세대의 발화에서 VOT에 의한 평음과 격음의 변별이 이루어졌기 때문이며 이를 습득한 것이라고 볼 수 있다. 즉 다른 집단과의 소통을 위해 여전히 VOT를 지각에 사용하고 있는 것이다.

효율적인 이미지 검색 시스템을 위한 자기 감독 딥해싱 모델의 비교 분석 (Comparative Analysis of Self-supervised Deephashing Models for Efficient Image Retrieval System)

  • 김수인;전영진;이상범;김원겸
    • 정보처리학회논문지:소프트웨어 및 데이터공학
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    • 제12권12호
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    • pp.519-524
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    • 2023
  • 해싱 기반 이미지 검색에서는 조작된 이미지의 해시코드가 원본 이미지와 달라 동일한 이미지 검색이 어렵다. 본 논문은 이미지의 질감, 모양, 색상 등 특징 정보로부터 지각적 해시코드를 생성하는 자기 감독 기반 딥해싱 모델을 제안하고 평가한다. 비교 모델은 오토인코더 기반 변분 추론 모델들이며, 인코더는 완전 연결 계층, 합성곱 신경망과 트랜스포머 모듈 등으로 설계된다. 제안된 모델은 기하학적 패턴을 추출하고 이미지 내 위치 관계를 활용하는 SimAM 모듈을 포함하는 변형 추론 모델이다. SimAM은 뉴런과 주변 뉴런의 활성화 값을 이용한 에너지 함수를 통해 객체 또는 로컬 영역이 강조된 잠재 벡터를 학습할 수 있다. 제안 방법은 표현 학습 모델로 고차원 입력 이미지의 저차원 잠재 벡터를 생성할 수 있으며, 잠재 벡터는 구분 가능한 해시코드로 이진화 된다. CIFAR-10, ImageNet, NUS-WIDE 등 공개 데이터셋의 실험 결과로부터 제안 모델은 비교 모델보다 우수하며, 지도학습 기반 딥해싱 모델과 동등한 성능이 분석되었다.

가상현실(Virtual Reality) 광고가 소비자 구매의도에 미치는 영향: 이성적인 반응과 감성적인 반응의 통합 (The Effects of Virtual Reality Advertisement on Consumer's Intention to Purchase: Focused on Rational and Emotional Responses)

  • 차재열;임건신
    • Asia pacific journal of information systems
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    • 제19권4호
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    • pp.101-124
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    • 2009
  • According to Wikipedia, virtual reality (VR) is defined as a technology that allows a user to interact with a computer-simulated environment. Due to a rapid growth in information technology (IT), the cost of virtual reality has been decreasing while the utility of virtual reality advertisements has dramatically increased. Nevertheless, only a few studies have investigated the effects of virtual reality advertisement on consumer behaviors. Therefore, the objective of this study is to empirically examine the effects of virtual reality advertisement. Compared to traditional online advertisements, virtual reality advertisement enables consumers to experience products realistically over the Internet by providing high media richness, interactivity, and telepresence (Suh and Lee, 2005). Advertisements with high media richness facilitate consumers' understanding of advertised products by providing them with a large amount and a high variety of information on the products. Interactivity also provides consumers with a high level of control over the computer-simulated environment in terms of their abilities to adjust the information according to their individual interests and concerns and to be active rather than passive in their engagement with the information (Pimentel and Teixera, 1994). Through high media richness and interactivity, virtual reality advertisements can generate compelling feelings of "telepresence" (Suh and Lee, 2005). Telepresence is a sense of being there in an environment by means of a communication medium (Steuer, 1992). Virtual reality advertisements enable consumers to create a perceptual illusion of being present and highly engaged in a simulated environment, while they are in reality physically present in another place (Biocca, 1997). Based on the characteristics of virtual reality advertisements, a research model has been proposed to explain consumer responses to the virtual reality advertisements. The proposed model includes two dimensions of consumer responses. One dimension is consumers' rational response, which is based on the Information Processing Theory. Based on the Information Processing Theory, product knowledge and perceived risk are selected as antecedents of intention to purchase. The other dimension is emotional response of consumers, which is based on the Attitude-Structure Theory. Based on the Attitude-Structure Theory, arousal, flow, and positive affect are selected as antecedents of intention to purchase. Because it has been criticized to have investigated only one of the two dimensions of consumer response in prior studies, our research model has been built so as to incorporate both dimensions. Based on the Attitude-Structure Theory, we hypothesized the path of consumers' emotional responses to a virtual reality advertisement: (H1) Arousal by the virtual reality advertisement increases flow; (H2) Flow increases positive affect; and (H3) Positive affect increases intension to purchase. In addition, we hypothesized the path of consumers' rational responses to the virtual reality advertisement based on the Information Processing Theory: (H4) Increased product knowledge through the virtual reality advertisement decreases perceived risk; and (H5) Perceived risk decreases intension to purchase. Based on literature of flow, we additionally hypothesized the relationship between flow and product knowledge: (H6) Flow increases product knowledge. To test the hypotheses, we conducted a free simulation experiment [Fromkin and Streufert, 1976] with 300 people. Subjects were asked to use the virtual reality advertisement of a cellular phone on the Internet and then answer questions about the variables. To check whether subjects fully experienced the virtual reality advertisement, they were asked to answer a quiz about the virtual reality advertisement itself. Responses of 26 subjects were dropped because of their incomplete answers. Responses of 274 subjects were used to test the hypotheses. It was found that all of six hypotheses are accepted. In addition, we found that consumers' emotional response has stronger impact on their intention to purchase than their rational response does. This study sheds much light into practical implications for both IS researchers and managers. First of all, while most of previous research has analyzed only one of the customers' rational and emotional responses, we theoretically incorporated and empirically examined both of the two sides. Second, we empirically showed that mediators such as arousal, flow, positive affect, product knowledge, and perceived risk play an important role between virtual reality advertisement and customer's intention to purchase. In addition, the findings of this study can provide a basis of practical strategies for managers. It was found that consumers' emotional response is stronger than their rational response. This result indicates that advertisements using virtual reality should focus on the emotional side, and that virtual reality can be served as an appropriate advertisement tool for fancy products that require their online advertisements to give an impetus to customers' emotion. Finally, even if this study examined the effects of virtual reality advertisement of cellular phone, its findings could be applied to other products that are suited for virtual experience. However, this research has some limitations. We were unable to control different kinds of consumers and different attributes of products on consumers' intention to purchase. It is, therefore, deemed important for future research to control the consumer and product types for more reliable results. In addition to the consumer and product attributes, other variables could affect consumers' intention to purchase. Thus, the future research needs to find ways t control other variables.