• 한국IT서비스학회지
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• 제11권sup호
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• pp.61-74
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• 2012

As the retail industry has been challenged by stiff competition, the retailer becomes more interested in better understanding consumers' in-store behavior to gain and sustain competitive advantage. Consumers' shopping paths provide valuable clues to understanding customers' in-store behavior, which has been a long standing research issue in business. This study is to explore the shopping path patterns in a grocery using RFID technology and clustering method. To this end, we designed the RFID systems, affixing active RFID tags to the bottom of grocery carts. The tag emit signal that is received by receptors installed at various location throughout the store. The RFID systems provide the time and location of the cart while consumers shop around the store. The point of sale data are matched with the cart movement records to provide a complete picture of each shopping path. To find the distinctive patterns of consumers' shopping paths, we proposed the distance-index matrix using dijkstra method and normalization method to conduct the clustering in order to handle the problem in measuring the similarity among shopping paths, which is raised by the spatial nature of consumer movement in a grocery. After analyzing the RFID data obtained in one of the groceries in a major Korean retailer, we could successfully identify several distinctive patterns of shopping paths, which prove to provide the valuable implications for store management.

• 한국실내디자인학회논문집
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• 제19권2호
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• pp.15-23
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• 2010

First appeared in the 1970s, the underground shopping mall has been spreading across the country, and there reportedly exist 77 malls in the 2010. After over 30 decades operation, many underground shopping malls are now under the planning phase for renovation in many cities. This study considers the renovation issue of the underground shopping mall in the perspective of spatial re-configuration. A case is taken from Kangnam TerminalUnderground Shopping Mall in Seoul for detailed observation and suggestion. The monotonous and confusingspatial layout of the existing mall is investigated by observation methods. Based on the observation, a modifiedplan is suggested and evaluated by means of computer simulation program, Depth Map. The program mainly deals with visual network analysis in order to quantify the optical exposure in a given space. It is argued in this paper that the enhanced visual connectedness could affect the pedestrian performance positively in the shopping mall, and this leads to an easy and quick access to each shops in users' stand point. It is thought that this configurational solution for the remodelling of a specific case would be an effective reference for other malls in the country which are facing the similar problems.

• 산업공학
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• 제24권4호
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• pp.447-456
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• 2011

Identifying the major moving patterns of shoppers' movements in the selling floor has been a longstanding issue in the retailing industry. With the advent of RFID technology, it has been easier to collect the moving data for a individual shopper's movement. Most of the previous studies used the traditional clustering technique to identify the major moving pattern of customers. However, in using clustering technique, due to the spatial constraint (aisle layout or other physical obstructions in the store), standard clustering methods are not feasible for moving data like shopping path should be adjusted for the analysis in advance, which is time-consuming and causes data distortion. To alleviate this problems, we propose a new approach to spatial pattern clustering based on longest common subsequence (LCSS). Experimental results using the real data obtained from a grocery in Seoul show that the proposed method performs well in finding the hot spot and dead spot as well as in finding the major path patterns of customer movements.

• 한국실내디자인학회논문집
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• 제21권2호
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• pp.174-185
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• 2012

The purpose of this study is to suggest planning strategy of tenant mix for UEC based on the final result of tenant mix analysis of five different research cases. The following is the comprehensive explanation about the result of tenant mix planning strategy for UEC currently in operation and when planning a new facility. First, overall research cases in this study show the tendency of following an old tradition, which stresses direct sales focusing on retail and dining adaptation. In order to compensate the defect, it is suggested to adopt new type of tenants with the functional mix of retail and dining with entertainment rather than decreasing the proportion of retail and dining tenant and increasing it of entertainment tenant. Second, the floorplan of UEC should adopt racetrack or circuit form that can stimulate shoppers' circular movement so to expose them to as much tenants as possible. Service consumption mode related tenants are required to place on the side or the edge of UEC, while retail consumption mode related tenants should be planned in the center. Among dining consumption mode related tenants, impulse dining tenants like a coffee shop should be placed at the turning point or at the end of the pathway, destination tenants like a restaurant and a food court, on the other hand, is needed to be placed in the center of the space. In case of Entertainment related tenants, destination tenants like bookstore or multiplex should also be placed at the end of the pathway, and on the way to those tenants, it is required to place general tenants that can share target customers with them. On the contrary, game center or record shop like tenants that can stimulate impulse sales should be placed on the visitor's main move or near the other destination tenants. Third, anchor tenants play an important role in gathering people to the UEC, and then induce them to visit the other tenants that are located near the anchors. Thus it is suggested to plan to place general tenants on the same floor as anchor tenants are placed so they can share the characteristics of target customers which create synergy effect.

• 대한토목학회논문집
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• 제28권2D호
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• pp.147-154
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• 2008

도심 내의 보행공간은 도시민의 다양한 활동이 이루어지는 공간이다. 상업가로는 그 중에서도 도시 활동이 가장 활발한 장소이지만 이용자가 원하는 물건을 찾기 위해서는 많은 시간과 비용을 지출하여야 하며 이는 도심의 경제적 활성화를 저해하는 요소로서 작용될 수 있다. 이에 상업가로를 이용하는 보행자에게 실시간으로 의미있는 경로를 제공하고 보행 이동을 보조할 수 있는 방법을 개발하고자 하였다. 우선 기존의 네트워크 표현기법을 고찰하였고 물리환경적 측면, 방향전환에 따른 보행자의 공간에 대한 인지도, 시야와 접근성의 제약에 의한 인지도 3가지 관점으로 보행자의 공간 인지를 구분하여 네트워크에 반영하고자 노력하였고 이를 시뮬레이션 하였다. 그 결과 다양한 인지요소들을 반영한 경로탐색이 가능하였으며 적절한 경로를 산출할 수 있는 방법을 제시하였다.