• Title/Summary/Keyword: e-쇼핑몰

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멀티미디어 정보시스템을 이용한 기업체 교육의 효과요인 도출을 위한 실증적 연구

  • 김병곤;이동만;박순창
    • Proceedings of the CALSEC Conference
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    • 1999.11a
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    • pp.280-293
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    • 1999
  • 본 연구는 경영학 관련 분야에서 멀티미디어 기술의 경영학적 측면의 응용에 관한 연구의 중요성이나 필요성을 많은 학자들이 인식하고 있음에도 불구하고 아직 멀티미디어에 관한 연구가 전무한 실정에서 시도한 초기연구라는데 연구의 의의가 있다. 이러한 시점에서 교육공학과 경영정보학을 접목시킨 멀티미디어에 관한 연구는 상당히 중요할 것으로 판단된다. 이와 같이 본 연구는 경영정보학 분야에서 멀미미디어에 관한 연구로서는 초기의 연구로서, 본 연구가 가지는 연구의 필요성이나 중요성에 대해서는 우리들이 충분히 인식할 수 있을 것이다. 지금까지 국내외적으로 멀티미디어 정보시스템을 이용한 교육의 효과에 관한 연구는 몇 편의 탐색적 논문이 발견되고 있으나, 멀티미디어를 이용한 교육의 효과를 구성하는 요인이 무엇인지를 밝히기 위한 연구는 거의 전무한 실정이다 이러한 상황에서 멀티미디어를 이용한 교육의 효과를 구성하는 요인이 무엇이며, 구성요인 중 어떤 요인이 기업이나 학습자에게 가장 큰 효과를 가져다주는지를 밝히기 위한 연구는 현실적으로 상당히 중요하며 의미 있는 연구로 받아들여진다. 본 연구는 멀티미디어 정보시스템을 이용한 기업체 교육훈련의 효과요인을 도출하기 위하여 문헌연구와 실증적 연구를 병행 수행하였다. 우선 멀티미디어 정보시스템에 관한 문헌연구를 통하여 멀티미디어를 이용한 교육의 22가지 효과항목을 도출하였다. 다음으로 멀티미디어 정보시스템을 갖추고 있는 국내 5대 재벌 그룹연수원의 멀티미디어 교육실에서 교육을 받은 517명의 기업체 사원들을 대상으로 약 2개월간 설문조사를 실시하여 자료를 수집하고, 통계분석 패키지를 이용하여 자료를 분석하였다. 방식을 결합한 하이브리드 형태이다.인터넷으로 주문처리하고, 신속 안전한 배달을 기대한다. 더불어 고객은 현재 자신의 물건이 배달되는 경로를 알고싶어 한다. 웹을 통해 물건을 주문한 고객이 자신이 물건의 배달 상황을 웹에서 모니터링 한다면 기업은 고객으로 공간적인 제약으로 인한 불신을 불식시키는 신뢰감을 주게 된다. 이러한 고객서비스 향상과 물류비용 절감은 사이버 쇼핑몰이 전국 어디서나 우리의 안방에서 자연스럽게 점할 수 있는 상황을 만들 것이다.SP가 도입되어, 설계업무를 지원하기위한 기본적인 시스템 구조를 구상하게 된다. 이와 함께 IT Model을 구성하게 되는데, 객체지향적 접근 방법으로 Model을 생성하고 UML(Unified Modeling Language)을 Tool로 사용한다. 단계 4)는 Software Engineering 관점으로 접근한다. 이는 최종산물이라고 볼 수 있는 설계업무 지원 시스템을 Design하는 과정으로, 시스템에 사용될 데이터를 Design하는 과정과, 데이터를 기반으로 한 기능을 Design하는 과정으로 나눈다. 이를 통해 생성된 Model에 따라 최종적으로 Coding을 통하여 실제 시스템을 구축하게 된다.the making. program and policy decision making, The objectives of the study are to develop the methodology of modeling the socioeconomic evaluation, and build up the practical socioeconomic evaluation model of the HAN projec

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인터넷 기반 원스톱서비스 시스템 개발에 관한 연구 -수출컨테이너화물 원스톱서비스 시스템 개발-

  • 박남규;최형림;김현수;박영재;조재형;이철우
    • Proceedings of the CALSEC Conference
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    • 1999.11a
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    • pp.159-168
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    • 1999
  • 오늘날 우리 나라가 당면한 최우선 경제과제중 하나는 물류부문의 혁신을 통한 국가경쟁력 강화라고 할 수 있으며, 이를 위해 정부도 1993년 물류체계 개선을 위한 장기구상으로 ‘화물유통체계 개선 10개년 기본계획’을 수립하여 적극 추진 중에 있다. 그러나 이러한 노력에도 불구하고 PORT-MIS사용자를 상대로 한 설문조사에서는 선박입출항 업무 관련 서류의 40%, 항만시설 사용 업무와 관련된 서류의 31%, 하역업무 관련 서류의 10%만이 EDI를 활용하고 있었다. EDI 활용이 저조한 사유로는 전송시간이 많이 걸리며, EDI 소프트웨어가 작동되지 않으며, 수신확인이 되지 않기 때문이라 응답을 하였다. 이처럼 오늘날 항만물류산업이 겪고 있는 물류 데이타 흐름의 단절적 현상은 시간이 흐를수록 해결될 기미가 보이고 있지 않다. 따라서 본 논문에서는 우리 나라가 겪고 있는 물류관련 업무를 한번의 데이터 입력으로 해결할 수 있는 원스톱 서비스 시스템개발을 목표로 우선 PORT-MIS EDI 업무를 처리할 수 있는 시스템을 구축하였다. 이는 향후 화주, 운송사, 선사, 포워더, 창고업자, 하역회사, 철도청, 화물터미널, 컨테이너 터미널, 해양수산청, 관세청, 출입국관리사무소, 검역소 사이에 서로 교환되는 적하목록, Booking List, 컨테이너 Pick up정보, 위험물 정보, COPINO 정보를 비롯하여 대 관세청 신고 등 수출컨테이너 화물업무의 전반적인 영역으로까지 쉽게 확대할 수 있을 것이다. 본 연구결과 구축된 시스템은 원천정보를 중앙의 통합데이터베이스에 저장하여 이를 사용자의 요구에 의해 인터넷을 통해 전달하는 FTP와 웹 EDI 방식을 결합한 하이브리드 형태이다.인터넷으로 주문처리하고, 신속 안전한 배달을 기대한다. 더불어 고객은 현재 자신의 물건이 배달되는 경로를 알고싶어 한다. 웹을 통해 물건을 주문한 고객이 자신이 물건의 배달 상황을 웹에서 모니터링 한다면 기업은 고객으로 공간적인 제약으로 인한 불신을 불식시키는 신뢰감을 주게 된다. 이러한 고객서비스 향상과 물류비용 절감은 사이버 쇼핑몰이 전국 어디서나 우리의 안방에서 자연스럽게 점할 수 있는 상황을 만들 것이다.SP가 도입되어, 설계업무를 지원하기위한 기본적인 시스템 구조를 구상하게 된다. 이와 함께 IT Model을 구성하게 되는데, 객체지향적 접근 방법으로 Model을 생성하고 UML(Unified Modeling Language)을 Tool로 사용한다. 단계 4)는 Software Engineering 관점으로 접근한다. 이는 최종산물이라고 볼 수 있는 설계업무 지원 시스템을 Design하는 과정으로, 시스템에 사용될 데이터를 Design하는 과정과, 데이터를 기반으로 한 기능을 Design하는 과정으로 나눈다. 이를 통해 생성된 Model에 따라 최종적으로 Coding을 통하여 실제 시스템을 구축하게 된다.the making. program and policy decision making, The objectives of the study are to develop the methodology of modeling the socioeconomic evaluation, and build up the practical socioeconomic evaluation model of the HAN projects including scientific and technologica

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An Integrated QoS Management System for Large-Scale Heterogeneous IP Networks : Design and Prototype Implementation (대규모 이기종 IP 망의 통합품질관리 시스템의 설계 및 구현)

  • Choi, Tae-Sang;Chung, Hyung-Seok;Choi, Hee-Sook;Kim, Chang-Hoon;Jeong, Tae-Soo
    • The Transactions of the Korea Information Processing Society
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    • v.7 no.11S
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    • pp.3633-3650
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    • 2000
  • Internet is no longer a network for special communities but became a global means of communication infrastructure for everyday life. People are exchanging their personal messages using e-mails, students are getting their educational aids through the web, people are buying a variety of goods from cyber shopping malls, and companies are conducting their businesses over the Internet. Recently, such an explosive growth of the traffic in the Internet raised a big concern on how to accommodate ever-changing user's needs in terms of an amount of the traffic, characteristics of the traffic, and various service quality requirements, Over provisioning can be a simple solution but it is too expensive and inefficient. Thus many new technologies to solve this very difficult puzzle have bcen introduced recently, Any single solution, however, can be insufficient and a carefully designed architecture, which integrates a group of solutions, is required. In this paper, we propose a policy-based Internet QoS provisioning, traffic engineering and perfonnance management system as our solution to this problem. Our integrated management QoS solution can provide highly responsive flow-through service provisioning, more realistic service and resource policy control based on the real network performance information, and centralized control of traffic engineering for heterogeneous networks.

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A Study for Strategy of On-line Shopping Mall: Based on Customer Purchasing and Re-purchasing Pattern (시스템 다이내믹스 기법을 활용한 온라인 쇼핑몰의 전략에 관한 연구 : 소비자의 구매 및 재구매 행동을 중심으로)

  • Lee, Sang-Gun;Min, Suk-Ki;Kang, Min-Cheol
    • Asia pacific journal of information systems
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    • v.18 no.3
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    • pp.91-121
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    • 2008
  • Electronic commerce, commonly known as e-commerce or eCommerce, has become a major business trend in these days. The amount of trade conducted electronically has grown extraordinarily by developing the Internet technology. Most electronic commerce has being conducted between businesses to customers; therefore, the researches with respect to e-commerce are to find customer's needs, behaviors through statistical methods. However, the statistical researches, mostly based on a questionnaire, are the static researches, They can tell us the dynamic relationships between initial purchasing and repurchasing. Therefore, this study proposes dynamic research model for analyzing the cause of initial purchasing and repurchasing. This paper is based on the System-Dynamic theory, using the powerful simulation model with some restriction, The restrictions are based on the theory TAM(Technology Acceptance Model), PAM, and TPB(Theory of Planned Behavior). This article investigates not only the customer's purchasing and repurchasing behavior by passing of time but also the interactive effects to one another. This research model has six scenarios and three steps for analyzing customer behaviors. The first step is the research of purchasing situations. The second step is the research of repurchasing situations. Finally, the third step is to study the relationship between initial purchasing and repurchasing. The purpose of six scenarios is to find the customer's purchasing patterns according to the environmental changes. We set six variables in these scenarios by (1) changing the number of products; (2) changing the number of contents in on-line shopping malls; (3) having multimedia files or not in the shopping mall web sites; (4) grading on-line communities; (5) changing the qualities of products; (6) changing the customer's degree of confidence on products. First three variables are applied to study customer's purchasing behavior, and the other variables are applied to repurchasing behavior study. Through the simulation study, this paper presents some inter-relational result about customer purchasing behaviors, For example, Active community actions are not the increasing factor of purchasing but the increasing factor of word of mouth effect, Additionally. The higher products' quality, the more word of mouth effects increase. The number of products and contents on the web sites have same influence on people's buying behaviors. All simulation methods in this paper is not only display the result of each scenario but also find how to affect each other. Hence, electronic commerce firm can make more realistic marketing strategy about consumer behavior through this dynamic simulation research. Moreover, dynamic analysis method can predict the results which help the decision of marketing strategy by using the time-line graph. Consequently, this dynamic simulation analysis could be a useful research model to make firm's competitive advantage. However, this simulation model needs more further study. With respect to reality, this simulation model has some limitations. There are some missing factors which affect customer's buying behaviors in this model. The first missing factor is the customer's degree of recognition of brands. The second factor is the degree of customer satisfaction. The third factor is the power of word of mouth in the specific region. Generally, word of mouth affects significantly on a region's culture, even people's buying behaviors. The last missing factor is the user interface environment in the internet or other on-line shopping tools. In order to get more realistic result, these factors might be essential matters to make better research in the future studies.

A Regression-Model-based Method for Combining Interestingness Measures of Association Rule Mining (연관상품 추천을 위한 회귀분석모형 기반 연관 규칙 척도 결합기법)

  • Lee, Dongwon
    • Journal of Intelligence and Information Systems
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    • v.23 no.1
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    • pp.127-141
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    • 2017
  • Advances in Internet technologies and the proliferation of mobile devices enabled consumers to approach a wide range of goods and services, while causing an adverse effect that they have hard time reaching their congenial items even if they devote much time to searching for them. Accordingly, businesses are using the recommender systems to provide tools for consumers to find the desired items more easily. Association Rule Mining (ARM) technology is advantageous to recommender systems in that ARM provides intuitive form of a rule with interestingness measures (support, confidence, and lift) describing the relationship between items. Given an item, its relevant items can be distinguished with the help of the measures that show the strength of relationship between items. Based on the strength, the most pertinent items can be chosen among other items and exposed to a given item's web page. However, the diversity of the measures may confuse which items are more recommendable. Given two rules, for example, one rule's support and confidence may not be concurrently superior to the other rule's. Such discrepancy of the measures in distinguishing one rule's superiority from other rules may cause difficulty in selecting proper items for recommendation. In addition, in an online environment where a web page or mobile screen can provide a limited number of recommendations that attract consumer interest, the prudent selection of items to be included in the list of recommendations is very important. The exposure of items of little interest may lead consumers to ignore the recommendations. Then, such consumers will possibly not pay attention to other forms of marketing activities. Therefore, the measures should be aligned with the probability of consumer's acceptance of recommendations. For this reason, this study proposes a model-based approach to combine those measures into one unified measure that can consistently determine the ranking of recommended items. A regression model was designed to describe how well the measures (independent variables; i.e., support, confidence, and lift) explain consumer's acceptance of recommendations (dependent variables, hit rate of recommended items). The model is intuitive to understand and easy to use in that the equation consists of the commonly used measures for ARM and can be used in the estimation of hit rates. The experiment using transaction data from one of the Korea's largest online shopping malls was conducted to show that the proposed model can improve the hit rates of recommendations. From the top of the list to 13th place, recommended items in the higher rakings from the proposed model show the higher hit rates than those from the competitive model's. The result shows that the proposed model's performance is superior to the competitive model's in online recommendation environment. In a web page, consumers are provided around ten recommendations with which the proposed model outperforms. Moreover, a mobile device cannot expose many items simultaneously due to its limited screen size. Therefore, the result shows that the newly devised recommendation technique is suitable for the mobile recommender systems. While this study has been conducted to cover the cross-selling in online shopping malls that handle merchandise, the proposed method can be expected to be applied in various situations under which association rules apply. For example, this model can be applied to medical diagnostic systems that predict candidate diseases from a patient's symptoms. To increase the efficiency of the model, additional variables will need to be considered for the elaboration of the model in future studies. For example, price can be a good candidate for an explanatory variable because it has a major impact on consumer purchase decisions. If the prices of recommended items are much higher than the items in which a consumer is interested, the consumer may hesitate to accept the recommendations.

Designing an Intelligent Advertising Business Model in Seoul's Metro Network (서울지하철의 지능형 광고 비즈니스모델 설계)

  • Musyoka, Kavoya Job;Lim, Gyoo Gun
    • Journal of Intelligence and Information Systems
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    • v.23 no.4
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    • pp.1-31
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    • 2017
  • Modern businesses are adopting new technologies to serve their markets better as well as to improve efficiency and productivity. The advertising industry has continuously experienced disruptions from the traditional channels (radio, television and print media) to new complex ones including internet, social media and mobile-based advertising. This case study focuses on proposing intelligent advertising business model in Seoul's metro network. Seoul has one of the world's busiest metro network and transports a huge number of travelers on a daily basis. The high number of travelers coupled with a well-planned metro network creates a platform where marketers can initiate engagement and interact with both customers and potential customers. In the current advertising model, advertising is on illuminated and framed posters in the stations and in-car, non-illuminated posters, and digital screens that show scheduled arrivals and departures of metros. Some stations have digital screens that show adverts but they do not have location capability. Most of the current advertising media have one key limitation: space. For posters whether illuminated or not, one space can host only one advert at a time. Empirical literatures show that there is room for improving this advertising model and eliminate the space limitation by replacing the poster adverts with digital advertising platform. This new model will not only be digital, but will also provide intelligent advertising platform that is driven by data. The digital platform will incorporate location sensing, e-commerce, and mobile platform to create new value to all stakeholders. Travel cards used in the metro will be registered and the card scanners will have a capability to capture traveler's data when travelers tap their cards. This data once analyzed will make it possible to identify different customer groups. Advertisers and marketers will then be able to target specific customer groups, customize adverts based on the targeted consumer group, and offer a wide variety of advertising formats. Format includes video, cinemagraphs, moving pictures, and animation. Different advert formats create different emotions in the customer's mind and the goal should be to use format or combination of formats that arouse the expected emotion and lead to an engagement. Combination of different formats will be more effective and this can only work in a digital platform. Adverts will be location based, ensuring that adverts will show more frequently when the metro is near the premises of an advertiser. The advertising platform will automatically detect the next station and screens inside the metro will prioritize adverts in the station where the metro will be stopping. In the mobile platform, customers who opt to receive notifications will receive them when they approach the business premises of advertiser. The mobile platform will have indoor navigation for the underground shopping malls that will allow customers to search for facilities within the mall, products they may want to buy as well as deals going on in the underground mall. To create an end-to-end solution, the mobile solution will have a capability to allow customers purchase products through their phones, get coupons for deals, and review products and shops where they have bought a product. The indoor navigation will host intelligent mobile-based advertisement and a recommendation system. The indoor navigation will have adverts such that when a customer is searching for information, the recommendation system shows adverts that are near the place traveler is searching or in the direction that the traveler is moving. These adverts will be linked to the e-commerce platform such that if a customer clicks on an advert, it leads them to the product description page. The whole system will have multi-language as well as text-to-speech capability such that both locals and tourists have no language barrier. The implications of implementing this model are varied including support for small and medium businesses operating in the underground malls, improved customer experience, new job opportunities, additional revenue to business model operator, and flexibility in advertising. The new value created will benefit all the stakeholders.

A Study on Developing Web based Logistic Information System(KT-Logis) (웹 기반 통합물류정보시스템(KT-Logis) 개발에 관한 연구)

  • 오상호;김태준
    • Proceedings of the Korean DIstribution Association Conference
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    • 2001.11b
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    • pp.125-141
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    • 2001
  • In this paper, the current problems of logistics industry in Korea and their possible solutions were discussed. With Korea Telecoms KT-Logis, the supplier and demander of logistics service would not have to invest large sum of money into their computer system. All they need is just a computer with internet connected. What KT-Logis influence on the logistics industry are the following; 1. Many logistics service supplier and demander can do the business on the web with one computer system. 2. This web based computer system does not only work on the office but also apply on the field worker such as delivery personnel or even the forwarder with mobile phone. 3. KT-Logis is an integrated system which cover the broad arrange of logistics management from truck management to customer relations management. 4. Finally, KT-Logis is web based systems which suits for current e-business and mobile environment. In future, more studies should be done to develop more progressive integrated logistics information systems with enterprise resource planning(ERP) and supply chain management(SCM).

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Analysis on Dynamics of Korea Startup Ecosystems Based on Topic Modeling (토픽 모델링을 활용한 한국의 창업생태계 트렌드 변화 분석)

  • Heeyoung Son;Myungjong Lee;Youngjo Byun
    • Knowledge Management Research
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    • v.23 no.4
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    • pp.315-338
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    • 2022
  • In 1986, Korea established legal systems to support small and medium-sized start-ups, which becomes the main pillars of national development. The legal systems have stimulated start-up ecosystems to have more than 1 million new start-up companies founded every year during the past 30 years. To analyze the trend of Korea's start-up ecosystem, in this study, we collected 1.18 million news articles from 1991 to 2020. Then, we extracted news articles that have the keywords "start-up", "venture", and "start-up". We employed network analysis and topic modeling to analyze collected news articles. Our analysis can contribute to analyzing the government policy direction shown in the history of start-up support policy. Specifically, our analysis identifies the dynamic characteristics of government influenced by external environmental factors (e.g., society, economy, and culture). The results of our analysis suggest that the start-up ecosystems in Korea have changed and developed mainly by the government policies for corporation governance, industrial development planning, deregulation, and economic prosperity plan. Our frequency keyword analysis contributes to understanding entrepreneurial productivity attributed to activities among the networked components in industrial ecosystems. Our analyses and results provide practitioners and researchers with practical and academic implications that can help to establish dedicated support policies through forecast tasks of the economic environment surrounding the start-ups. Korean entrepreneurial productivity has been empowered by growing numbers of large companies in the mobile phone industry. The spectrum of large companies incorporates content startups, platform providers, online shopping malls, and youth-oriented start-ups. In addition, economic situational factors contribute to the growth of Korean entrepreneurial productivity the economic, which are related to the global expansions of the mobile industry, and government efforts to foster start-ups. Our research is methodologically implicative. We employ natural language processes for 30 years of media articles, which enables more rigorous analysis compared to the existing studies which only observe changes in government and policy based on a qualitative manner.

Business Application of Convolutional Neural Networks for Apparel Classification Using Runway Image (합성곱 신경망의 비지니스 응용: 런웨이 이미지를 사용한 의류 분류를 중심으로)

  • Seo, Yian;Shin, Kyung-shik
    • Journal of Intelligence and Information Systems
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    • v.24 no.3
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    • pp.1-19
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    • 2018
  • Large amount of data is now available for research and business sectors to extract knowledge from it. This data can be in the form of unstructured data such as audio, text, and image data and can be analyzed by deep learning methodology. Deep learning is now widely used for various estimation, classification, and prediction problems. Especially, fashion business adopts deep learning techniques for apparel recognition, apparel search and retrieval engine, and automatic product recommendation. The core model of these applications is the image classification using Convolutional Neural Networks (CNN). CNN is made up of neurons which learn parameters such as weights while inputs come through and reach outputs. CNN has layer structure which is best suited for image classification as it is comprised of convolutional layer for generating feature maps, pooling layer for reducing the dimensionality of feature maps, and fully-connected layer for classifying the extracted features. However, most of the classification models have been trained using online product image, which is taken under controlled situation such as apparel image itself or professional model wearing apparel. This image may not be an effective way to train the classification model considering the situation when one might want to classify street fashion image or walking image, which is taken in uncontrolled situation and involves people's movement and unexpected pose. Therefore, we propose to train the model with runway apparel image dataset which captures mobility. This will allow the classification model to be trained with far more variable data and enhance the adaptation with diverse query image. To achieve both convergence and generalization of the model, we apply Transfer Learning on our training network. As Transfer Learning in CNN is composed of pre-training and fine-tuning stages, we divide the training step into two. First, we pre-train our architecture with large-scale dataset, ImageNet dataset, which consists of 1.2 million images with 1000 categories including animals, plants, activities, materials, instrumentations, scenes, and foods. We use GoogLeNet for our main architecture as it has achieved great accuracy with efficiency in ImageNet Large Scale Visual Recognition Challenge (ILSVRC). Second, we fine-tune the network with our own runway image dataset. For the runway image dataset, we could not find any previously and publicly made dataset, so we collect the dataset from Google Image Search attaining 2426 images of 32 major fashion brands including Anna Molinari, Balenciaga, Balmain, Brioni, Burberry, Celine, Chanel, Chloe, Christian Dior, Cividini, Dolce and Gabbana, Emilio Pucci, Ermenegildo, Fendi, Giuliana Teso, Gucci, Issey Miyake, Kenzo, Leonard, Louis Vuitton, Marc Jacobs, Marni, Max Mara, Missoni, Moschino, Ralph Lauren, Roberto Cavalli, Sonia Rykiel, Stella McCartney, Valentino, Versace, and Yve Saint Laurent. We perform 10-folded experiments to consider the random generation of training data, and our proposed model has achieved accuracy of 67.2% on final test. Our research suggests several advantages over previous related studies as to our best knowledge, there haven't been any previous studies which trained the network for apparel image classification based on runway image dataset. We suggest the idea of training model with image capturing all the possible postures, which is denoted as mobility, by using our own runway apparel image dataset. Moreover, by applying Transfer Learning and using checkpoint and parameters provided by Tensorflow Slim, we could save time spent on training the classification model as taking 6 minutes per experiment to train the classifier. This model can be used in many business applications where the query image can be runway image, product image, or street fashion image. To be specific, runway query image can be used for mobile application service during fashion week to facilitate brand search, street style query image can be classified during fashion editorial task to classify and label the brand or style, and website query image can be processed by e-commerce multi-complex service providing item information or recommending similar item.

An Analysis of the Moderating Effects of User Ability on the Acceptance of an Internet Shopping Mall (인터넷 쇼핑몰 수용에 있어 사용자 능력의 조절효과 분석)

  • Suh, Kun-Soo
    • Asia pacific journal of information systems
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    • v.18 no.4
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    • pp.27-55
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    • 2008
  • Due to the increasing and intensifying competition in the Internet shopping market, it has been recognized as very important to develop an effective policy and strategy for acquiring loyal customers. For this reason, web site designers need to know if a new Internet shopping mall(ISM) will be accepted. Researchers have been working on identifying factors for explaining and predicting user acceptance of an ISM. Some studies, however, revealed inconsistent findings on the antecedents of user acceptance of a website. Lack of consideration for individual differences in user ability is believed to be one of the key reasons for the mixed findings. The elaboration likelihood model (ELM) and several studies have suggested that individual differences in ability plays an moderating role on the relationship between the antecedents and user acceptance. Despite the critical role of user ability, little research has examined the role of user ability in the Internet shopping mall context. The purpose of this study is to develop a user acceptance model that consider the moderating role of user ability in the context of Internet shopping. This study was initiated to see the ability of the technology acceptance model(TAM) to explain the acceptance of a specific ISM. According to TAM. which is one of the most influential models for explaining user acceptance of IT, an intention to use IT is determined by usefulness and ease of use. Given that interaction between user and website takes place through web interface, the decisions to accept and continue using an ISM depend on these beliefs. However, TAM neglects to consider the fact that many users would not stick to an ISM until they trust it although they may think it useful and easy to use. The importance of trust for user acceptance of ISM has been raised by the relational views. The relational view emphasizes the trust-building process between the user and ISM, and user's trust on the website is a major determinant of user acceptance. The proposed model extends and integrates the TAM and relational views on user acceptance of ISM by incorporating usefulness, ease of use, and trust. User acceptance is defined as a user's intention to reuse a specific ISM. And user ability is introduced into the model as moderating variable. Here, the user ability is defined as a degree of experiences, knowledge and skills regarding Internet shopping sites. The research model proposes that the ease of use, usefulness and trust of ISM are key determinants of user acceptance. In addition, this paper hypothesizes that the effects of the antecedents(i.e., ease of use, usefulness, and trust) on user acceptance may differ among users. In particular, this paper proposes a moderating effect of a user's ability on the relationship between antecedents with user's intention to reuse. The research model with eleven hypotheses was derived and tested through a survey that involved 470 university students. For each research variable, this paper used measurement items recognized for reliability and widely used in previous research. We slightly modified some items proper to the research context. The reliability and validity of the research variables were tested using the Crobnach's alpha and internal consistency reliability (ICR) values, standard factor loadings of the confirmative factor analysis, and average variance extracted (AVE) values. A LISREL method was used to test the suitability of the research model and its relating six hypotheses. Key findings of the results are summarized in the following. First, TAM's two constructs, ease of use and usefulness directly affect user acceptance. In addition, ease of use indirectly influences user acceptance by affecting trust. This implies that users tend to trust a shopping site and visit repeatedly when they perceive a specific ISM easy to use. Accordingly, designing a shopping site that allows users to navigate with heuristic and minimal clicks for finding information and products within the site is important for improving the site's trust and acceptance. Usefulness, however, was not found to influence trust. Second, among the three belief constructs(ease of use, usefulness, and trust), trust was empirically supported as the most important determinants of user acceptance. This implies that users require trustworthiness from an Internet shopping site to be repeat visitors of an ISM. Providing a sense of safety and eliminating the anxiety of online shoppers in relation to privacy, security, delivery, and product returns are critically important conditions for acquiring repeat visitors. Hence, in addition to usefulness and ease of use as in TAM, trust should be a fundamental determinants of user acceptance in the context of internet shopping. Third, the user's ability on using an Internet shopping site played a moderating role. For users with low ability, ease of use was found to be a more important factors in deciding to reuse the shopping mall, whereas usefulness and trust had more effects on users with high ability. Applying the EML theory to these findings, we can suggest that experienced and knowledgeable ISM users tend to elaborate on such usefulness aspects as efficient and effective shopping performance and trust factors as ability, benevolence, integrity, and predictability of a shopping site before they become repeat visitors of the site. In contrast, novice users tend to rely on the low elaborating features, such as the perceived ease of use. The existence of moderating effects suggests the fact that different individuals evaluate an ISM from different perspectives. The expert users are more interested in the outcome of the visit(usefulness) and trustworthiness(trust) than those novice visitors. The latter evaluate the ISM in a more superficial manner focusing on the novelty of the site and on other instrumental beliefs(ease of use). This is consistent with the insights proposed by the Heuristic-Systematic model. According to the Heuristic-Systematic model. a users act on the principle of minimum effort. Thus, the user considers an ISM heuristically, focusing on those aspects that are easy to process and evaluate(ease of use). When the user has sufficient experience and skills, the user will change to systematic processing, where they will evaluate more complex aspects of the site(its usefulness and trustworthiness). This implies that an ISM has to provide a minimum level of ease of use to make it possible for a user to evaluate its usefulness and trustworthiness. Ease of use is a necessary but not sufficient condition for the acceptance and use of an ISM. Overall, the empirical results generally support the proposed model and identify the moderating effect of the effects of user ability. More detailed interpretations and implications of the findings are discussed. The limitations of this study are also discussed to provide directions for future research.