• 한국정보전자통신기술학회논문지
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• 제1권3호
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• pp.53-60
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• 2008

최근 인터넷 서비스의 활용은 다양한 정보와 동시에 개인에 적합한 서비스를 제공하기위한 노력들로 이루어지고 있다. 이에 본 논문에서는 인터넷 멀티미디어 서브시스템을 기반으로 서비스 통합 과 개인화를 제공하는 웹서비스 활용 모델을 제시하고자 한다. 이러한 서비스 통합과 개인화를 위해 서비스 사용자 정보 분석 및 개인화 서비스 구성요소 추출과정이 요구되며 이를 위해 개인 서비스 제공 정책 수립이 필요하다. 이러한 과정을 통해 기존 서비스와 외부 서비스들 간의 효율적인 통합을 제공할 수 있으며 신규서비스 모델을 구축하여 서비스 이용자에 대한 보다 세밀한 서비스 제공이 가능할 것이다.

• Asian Journal of Innovation and Policy
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• 제10권3호
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• pp.274-293
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• 2021

Utilizing outside knowledge for innovation is an important task for companies in the competitive economy. Due to the rapid advance in the internet communication technology, the number and quality of innovation sourcing methods are increasing. We select co-creation, personalization and in-house R&D as the representative forms of innovation sourcing and suggest a game theory model that enables the comparative analysis between them. The decision and surplus outcome of the innovation mechanisms are compared under various settings of the input parameters of the model. The stakeholders voluntarily participate into all mechanisms when the product price is moderately high and the participation cost is low, while co-creation is the only feasible one when the product quality is niche. When the participation cost is relatively high, personalization outperforms co-creation.

• Asia Marketing Journal
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• 제22권3호
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• pp.87-105
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• 2020

With the development of Information Technology, customers require promptly higher quality products and services. Companies try to make newly digital marketing strategies, but there are no empirical researches on them. This article empirically presents a new perspective that companies can shape the customer decision journey ahead by coordinating customer experience. In this article, based on Elaborated Likelihood Model (ELM) theory, customer experience consists of the emotional or cognitive experience. We surveyed about 200 subjects (N = 217) in their 20s and 30s based on the International Music Industry Association's Music Listening 2019 report, then analyzed four different models (before personalization-cognitive experience, before personalization-emotional experience, after personalization- cognitive experience, after personalization-emotional experience) by JASP and R Studio. We conducted Structural Equation Model (SEM) and paired t-test. Personalization factors are about recommendation systems in Spotify. The results of survey represent that companies can shape the Customer Decision Journey (CDJ) ahead especially through enhance cognitive experience. It empirically proves Elaborated Likelihood Model (ELM). The conclusion can be drawn that 'pulling' customer experience can be a new marketing strategies in the digital era.

• Journal of Information Technology Applications and Management
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• 제17권4호
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• pp.57-82
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• 2010

Many companies today use information systems to maintain competitive advantage and to give immediate responses to customer requests. Over time, however, many of these companies failed to make the most of such information systems because the users stopped utilizing the system. While many reasons offer explanations to the phenomenon, this study analyzes how usage intention of information system can be enhanced by changing the environment and usefulness of the system from the user's perspective. Active and wide-ranging researches using the Technology Acceptance Model (TAM) have been carried out on an individual's tendency to using new technology. But, many of the studies remain focused on improving user intention by enhancing the ease of use and usefulness of the system under PC applications or Enterprise applications. The personalized intranet system is not only bringing about sweeping changes to a company's information systems environment but also providing users with freedom to design their own working environment, personalization, to Corporate Information Systems (CIS). Results from empirical tests on intranet systems verify that through personalization, a more voluntary information system environment can be created and that by increasing the ease of use and usefulness of the system, users can become more favorable to accepting new technologies and ultimately result in improved usage intention. This study suggests personalization variables and model for implementing a voluntary CIS for information system developers.

• 대한안전경영과학회지
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• 제5권3호
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• pp.107-119
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• 2003

Expectation and interest about e-CRM are rising for more efficient customer management in on-line including electronic commerce. The decision-making tree can be used usefully as the data mining technology for e-CRM. In this paper, the representative decision making techniques, CART, C4.5, CHAID analyzed the differences in personalization point of view with actuality customer data through an experiment. With these analysis data, it is proposed a new decision-making tree system that has big advantage in personalization techniques. Through new system, it can get following advantage. First, it can form superior model more qualitatively in personalization by adding individual's weight value. Second it can supply information personalized more to customer. Third, it can have high position about customer's loyalty than other site of similar types of business. Fourth, it can reduce expense that cost marketing and decision-making. Fifth, it becomes possible that know that customer through smooth communication with customer who use personalized service wants and make from goods or service's quality to more worth thing.

• 문화기술의 융합
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• 제7권1호
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• pp.595-607
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• 2021

4차 산업 혁명과 비대면 서비스의 증가로 과업형 챗봇에 대한 수요와 공급이 증가하고 있다. 효과적인 정보 처리를 돕는 과업형 챗봇으로 사용자들에게 긍정적인 경험을 주기 위해서는 챗봇에서 제시할 정보 및 인터페이스에 대한 가이드라인이 필요하다. 본 연구는 과업형 챗봇의 맥락에서 개인화 및 담화 종류에 따른 인터페이스의 차이가 성과기대, 예상노력, 수용의도 그리고 만족도에 미치는 영향을 살펴봄으로써 추후 개발될 과업형 챗봇에 실무적 도움을 주고자 하였다. 연구 결과, 개인화 수준에 따른 주효과가 수용의도 및 만족도에서 보고되었으며, 닫힌 담화에 한해서 개인화 수준이 낮을 때에 수용의도와 만족도가 더 높은 것이 발견되었다. 본 연구는 과업형 챗봇 내에서 개인화 적용의 이점 및 닫힌 담화 내에서 개인화 수준에 따른 차이를 실증적으로 검증하고 있으며 이를 인지된 개인화, 기대불일치 이론, 프라이버시 염려, 프라이버시 역설에 근거하여 설명하고 있다.

• 지능정보연구
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• 제14권4호
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• pp.117-134
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• 2008

온라인 시장의 매출 성장률은 오프라인 시장을 크게 앞지르고 있으며 그 원인은 상점의 개인화를 통한 쇼핑 시간 절약, 상대적 편이성으로 알려져 있다. 온라인 상점의 개인화는 인터넷, 웹 테크놀로지가 제공하는 고객 쇼핑 행태에 관한 다양하고 상세한 고객의 쇼핑 데이터의 사용으로 가능하다. 과거에는 오프라인 상점에게 이와 같은 데이터가 제공될 수 없었으나, 최근 확산되고 있는 RFID 기술은 오프라인 상점에게 상점의 개인화라는 새로운 기회와 가능성을 제공한다. 본 논문에서는 오프라인 상점이 온라인 상점과의 상대적 경쟁력 향상을 위하여 그들 상점의 개인화에 사용할 수 있는 BRIMPS(BRIck-and-Mortar Personalization System) 시스템을 제안한다.

• 한국전자거래학회지
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• 제3권2호
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• pp.95-112
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• 1998

With the advent and proliferation of the Internet, Electronic Commerce(EC) on the Internet has become one of the most rapidly growing area and has been the subject of much research lately. EC is commercial transactions using computers in virtual environment through computer networks. The computer system deals with various ranges of things such as products, services, and information on EC. In this paper we describe the construction methods of web site based on the personalization, Also, we present the personalization technology and architecture of the P-Commerce proposed in this paper. Finally, we describe the methods constructing EC site using P-Commerce solution.

• 한국컴퓨터정보학회논문지
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• 제15권11호
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• pp.57-66
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• 2010

CAS Client 개인화는 CAS Client의 식별을 위해서 CAS Client에 CAS ID나 Key를 발급하는 것으로 CAS 운영을 위해 중요한 기술이다. TTA.KO-07.0079 XCAS에서 프로토콜 A.1은 XCAS Server에서 CAS Server로부터 전달 받은 CAS Client 개인화 데이터를 미리 저장해 놓고, XCAS HOST의 요청에 따라 개인화 데이터를 전송하여 CAS Client 개인화를 수행한다. 하지만, 이러한 방법은 CAS의 서비스 영역을 XCAS에서 수행하게 하여 XCAS Server에 CAS Client 이미지 관리와 네트워크 트래픽을 가중시키는 단점이 있다. 본 논문에서는 TTA XCAS A.1의 이러한 단점을 보완하기 위하여 XCAS Server에서 CAS의 서비스 영역을 분리하고, CAS Client 개인화를 CAS Server에서 이루어지게 하여 XCAS Server의 이미지관리 및 네트워크 트래픽을 분산시켰다.

• Asia pacific journal of information systems
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• 제17권1호
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• pp.123-145
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• 2007

There are flourishing studies in the acceptance or usage of information systems literature. Most of them have taken the pro - acceptance view. Undesirably, information technologies often provoke users' reactance or resistance. This paper explores one of the negative reactions -psychological reactance. The present paper studies the effects of the users' perception of threatened freedom and personalization degree on intention to use recommendation services. High personalization can be a major motivation for users to accept recommendation systems. However recommendation services are a two-edged sword, which not only provides users the efficiency of decision making but also poses threats to free choice. When people consider that their freedom is reduced or threatened by others, they experience the motivational state to restore the freedom. This motivational state must be considered in understanding usage of information systems, especially personalized services which are designed for persuasion or compliance. This paper empirically investigates the effect of personalization and the psychological reactance on the intention to use information systems in the personalized recommendation context. Users' perception of personalization increases the usefulness of recommendation service while their perception of threat to freedom reduces the intention to use personalized recommendation service. Findings and implications are discussed.