• 유통과학연구
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• 제17권3호
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• pp.85-95
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• 2019

Purpose - The existing marketing studies using Social Network Analysis have assumed that network structure variables are time-invariant. However, a node's network position can fluctuate considerably over time and the node's network structure can be changed dynamically. Hence, if such a dynamic structural network characteristics are not specified for virtual goods purchase model, estimated parameters can be biased. In this paper, by comparing a time-invariant network structure specification model(base model) and time-varying network specification model(proposed model), the authors intend to prove whether the proposed model is superior to the base model. In addition, the authors also intend to investigate whether coefficients of network structure variables are random over time. Research design, data, and methodology - The data of this study are obtained from a Korean social network provider. The authors construct a monthly panel data by calculating the raw data. To fit the panel data, the authors derive random effects panel tobit model and multi-level mixed effects model. Results - First, the proposed model is better than that of the base model in terms of performance. Second, except for constraint, multi-level mixed effects models with random coefficient of every network structure variable(in-degree, out-degree, in-closeness centrality, out-closeness centrality, clustering coefficient) perform better than not random coefficient specification model. Conclusion - The size and importance of virtual goods market has been dramatically increasing. Notwithstanding such a strategic importance of virtual goods, there is little research on social influential factors which impact the intention of virtual good purchase. Even studies which investigated social influence factors have assumed that social network structure variables are time-invariant. However, the authors show that network structure variables are time-variant and coefficients of network structure variables are random over time. Thus, virtual goods purchase model with dynamic network structure variables performs better than that with static network structure model. Hence, if marketing practitioners intend to use social influences to sell virtual goods in social media, they had better consider time-varying social influences of network members. In addition, this study can be also differentiated from other related researches using survey data in that this study deals with actual field data.

• 대한토목학회논문집
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• 제31권5B호
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• pp.405-414
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• 2011

본 연구에서는 유역에서 관측되는 강우량과 유출량의 시계열 자료를 바탕으로 최근 시계열 예측 및 시스템 제어 분야에서 성공적으로 적용되고 있는 적응형 네트워크 기반 퍼지추론 시스템(ANFIS)을 갑천 유역에 적용하여 시유출량을 모델링하였다. 입력구조, 소속함수 종류와 개수 등을 다양하게 변화시켜 ANFIS 모형을 학습하고, 평균제곱근오차(RMSE), 평균첨두유량오차(PE) 및 평균첨두시간오차(TE)를 이용하여 ANFIS의 유출해석에 대한 적용성을 평가하였다. 현재시간의 시유출량 Q(t)에 대한 ANFIS의 적용성은 우수한 것으로 평가되었으며, ANFIS 모형은 관측유출량을 적절히 모의하였다. 입력구조가 다른 입력모형을 구성하여 최대 8시간까지 ANFIS의 유출예측 적용성을 평가하였다. 예측시간 증가에 따라서 ANFIS의 유출예측 정확도는 감소하여 예측시간 4시간 이상의 시유출량에 대한 ANFIS의 유출예측 적용성은 제한적이었다. ANFIS는 입력과 출력 자료들만 이용하므로 물리기반 모형에 비교하여 모형구축이 비교적 손쉽기 때문에 홍수 유출모델링에 ANFIS을 유용하게 적용할 수 있을 것으로 판단된다.