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Are you a Machine or Human?: The Effects of Human-likeness on Consumer Anthropomorphism Depending on Construal Level (Are you a Machine or Human?: 소셜 로봇의 인간 유사성과 소비자 해석수준이 의인화에 미치는 영향)

  • Lee, Junsik;Park, Do-Hyung
    • Journal of Intelligence and Information Systems
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    • v.27 no.1
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    • pp.129-149
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    • 2021
  • Recently, interest in social robots that can socially interact with humans is increasing. Thanks to the development of ICT technology, social robots have become easier to provide personalized services and emotional connection to individuals, and the role of social robots is drawing attention as a means to solve modern social problems and the resulting decline in the quality of individual lives. Along with the interest in social robots, the spread of social robots is also increasing significantly. Many companies are introducing robot products to the market to target various target markets, but so far there is no clear trend leading the market. Accordingly, there are more and more attempts to differentiate robots through the design of social robots. In particular, anthropomorphism has been studied importantly in social robot design, and many approaches have been attempted to anthropomorphize social robots to produce positive effects. However, there is a lack of research that systematically describes the mechanism by which anthropomorphism for social robots is formed. Most of the existing studies have focused on verifying the positive effects of the anthropomorphism of social robots on consumers. In addition, the formation of anthropomorphism of social robots may vary depending on the individual's motivation or temperament, but there are not many studies examining this. A vague understanding of anthropomorphism makes it difficult to derive design optimal points for shaping the anthropomorphism of social robots. The purpose of this study is to verify the mechanism by which the anthropomorphism of social robots is formed. This study confirmed the effect of the human-likeness of social robots(Within-subjects) and the construal level of consumers(Between-subjects) on the formation of anthropomorphism through an experimental study of 3×2 mixed design. Research hypotheses on the mechanism by which anthropomorphism is formed were presented, and the hypotheses were verified by analyzing data from a sample of 206 people. The first hypothesis in this study is that the higher the human-likeness of the robot, the higher the level of anthropomorphism for the robot. Hypothesis 1 was supported by a one-way repeated measures ANOVA and a post hoc test. The second hypothesis in this study is that depending on the construal level of consumers, the effect of human-likeness on the level of anthropomorphism will be different. First, this study predicts that the difference in the level of anthropomorphism as human-likeness increases will be greater under high construal condition than under low construal condition.Second, If the robot has no human-likeness, there will be no difference in the level of anthropomorphism according to the construal level. Thirdly,If the robot has low human-likeness, the low construal level condition will make the robot more anthropomorphic than the high construal level condition. Finally, If the robot has high human-likeness, the high construal levelcondition will make the robot more anthropomorphic than the low construal level condition. We performed two-way repeated measures ANOVA to test these hypotheses, and confirmed that the interaction effect of human-likeness and construal level was significant. Further analysis to specifically confirm interaction effect has also provided results in support of our hypotheses. The analysis shows that the human-likeness of the robot increases the level of anthropomorphism of social robots, and the effect of human-likeness on anthropomorphism varies depending on the construal level of consumers. This study has implications in that it explains the mechanism by which anthropomorphism is formed by considering the human-likeness, which is the design attribute of social robots, and the construal level of consumers, which is the way of thinking of individuals. We expect to use the findings of this study as the basis for design optimization for the formation of anthropomorphism in social robots.

Factors Influencing Satisfaction on Home Visiting Health Care Service of the Elderly based on the degree of chronic diseases (만성질환 유병상태에 따른 노인 방문건강관리 서비스 만족도 영향요인 연구)

  • Seo, Daram;Shon, Changwoo
    • 한국노년학
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    • v.41 no.2
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    • pp.271-284
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    • 2021
  • This study was conducted to derive factors that affect the satisfaction of home visiting health care services and to develop effective community care models by using the results of Seoul's outreach service which is the basis for Korean community care. The population of the study was the elderly aged 65 and 70 who participated in the Seoul's outreach community services 3rd stage (July 2017 - June 2018) and 4th stage (July 2018 to June 2019). 2,200 people were extracted by the proportional allocation method and home visit interviews were conducted on them. Subjects were divided into sub-groups based on chronic disease prevalence, and logistic regression was conducted to derive factors that affect the satisfaction of home visiting health care services. The results demonstrated that the elderly without chronic diseases were more satisfied when they received health education and counseling services, the elderly with one chronic disease were more satisfied when they received Community resource-linked services. In the case of elderly people with two or more chronic diseases, the service satisfaction level is increased when health condition assessment and Community resource-linked services are provided. Regardless of whether or not they have chronic diseases, service delivery time was a factor that increased satisfaction in home visiting health care. And the degree of explanation understanding was a factor that increased satisfaction for both single and complex chronic patients. Home Visiting health care services based on the community is a key component of the ongoing community care. In order to increase the sustainability and effectiveness of community care in the future, Community-oriented health care services based on the degree of chronic diseases of the elderly should be provided. In order to provide more effective services, however, it is necessary (1) to establish a linkage system to share health information of the subject held by the National Health Insurance Service to local governments and (2) to provide capacity-building education for visiting nurses to improve the quality of home visiting health care services. It is hoped that this study will be us ed as bas ic data for the successful settlement of community care.

Analysis of Soil Changes in Vegetable LID Facilities (식생형 LID 시설의 내부 토양 변화 분석)

  • Lee, Seungjae;Yoon, Yeo-jin
    • Journal of Wetlands Research
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    • v.24 no.3
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    • pp.204-212
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    • 2022
  • The LID technique began to be applied in Korea after 2009, and LID facilities are installed and operated for rainwater management in business districts such as the Ministry of Environment, the Ministry of Land, Infrastructure and Transport, and LH Corporation, public institutions, commercial land, housing, parks, and schools. However, looking at domestic cases, the application cases and operation periods are insufficient compared to those outside the country, so appropriate design standards and measures for operation and maintenance are insufficient. In particular, LID facilities constructed using LID techniques need to maintain the environment inside LID facilities because hydrological and environmental effects are expressed by material circulation and energy flow. The LID facility is designed with the treatment capacity planned for the water circulation target, and the proper maintenance, vegetation, and soil conditions are periodically identified, and the efficiency is maintained as much as possible. In other words, the soil created in LID is a very important design element because LID facilities are expected to have effects such as water pollution reduction, flood reduction, water resource acquisition, and temperature reduction while increasing water storage and penetration capacity through water circulation construction. In order to maintain and manage the functions of LID facilities accurately, the current state of the facilities and the cycle of replacement and maintenance should be accurately known through various quantitative data such as soil contamination, snow removal effects, and vegetation criteria. This study was conducted to investigate the current status of LID facilities installed in Korea from 2009 to 2020, and analyze soil changes through the continuity and current status of LID facilities applied over the past 10 years after collecting soil samples from the soil layer. Through analysis of Saturn, organic matter, hardness, water contents, pH, electrical conductivity, and salt, some vegetation-type LID facilities more than 5 to 7 years after construction showed results corresponding to the lower grade of landscape design. Facilities below the lower level can be recognized as a point of time when maintenance is necessary in a state that may cause problems in soil permeability and vegetation growth. Accordingly, it was found that LID facilities should be managed through soil replacement and replacement.

Microcystins Concentration in Fishes Collected from the Weirs of Four Rivers in Korea and Risk Assessment (국내 4대강 보에서 채집된 어류 조직에서 microcystins 농도 분석 및 위해도 평가)

  • Do-Hwan Kim;Yuna Shin;Min Jeong Park;Young-Cheol Cho
    • Korean Journal of Ecology and Environment
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    • v.55 no.2
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    • pp.120-131
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    • 2022
  • Microcystins (MCs) are cyano-toxins mainly produced by cyanobacteria in the genera of Microcystis, Anabaena, and Oscillatoria. The concentrations of MCs in the water bodies and fish tissues taken from the four weirs (Ipo, Gangjeong-goryeong, Baekje, and Juksan) in the four main rivers in Korea, and the health risk of human due to consumption of toxin-detected fish was examined. The maximum values of MCs concentration in the water samples were as follows: Juksan (3.261 ㎍ L-1), Gangjeong-goryeong (1.014 ㎍ L-1), Baekje (0.759 ㎍ L-1), and Ipo (0.266 ㎍ L-1) weirs. The MC-RR concentration was the highest among the MCs, and MC-YR was not detected. MCs of 0.222~9.808 ㎍ g-1 dry weight were detected in the liver of 3 out of 215 fishes of 16 species, and below the detection limit in muscle. As a result of comparing the feeding characteristics of the collected fishes and toxin concentrations in water and fish tissue, it was concluded that the biomagnification of MCs through the food chain did not occur. It was judged that there was no health risk due to the consumption of the fish detected the toxin, based on the amount of the fish intake of the Korean people and the allowable daily intake of MCs. However, in order to reduce the health risk due to MCs, further studies should be conducted to analyze the concentration of MCs contained in fish tissues collected at various times in the area dominated by harmful cyanobacteria to obtain data on the exposure of MCs due to fish consumption. In addition, it is necessary to establish the management guidelines for MCs in fish tissues.

Evaluation for applicability of river depth measurement method depending on vegetation effect using drone-based spatial-temporal hyperspectral image (드론기반 시공간 초분광영상을 활용한 식생유무에 따른 하천 수심산정 기법 적용성 검토)

  • Gwon, Yeonghwa;Kim, Dongsu;You, Hojun
    • Journal of Korea Water Resources Association
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    • v.56 no.4
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    • pp.235-243
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    • 2023
  • Due to the revision of the River Act and the enactment of the Act on the Investigation, Planning, and Management of Water Resources, a regular bed change survey has become mandatory and a system is being prepared such that local governments can manage water resources in a planned manner. Since the topography of a bed cannot be measured directly, it is indirectly measured via contact-type depth measurements such as level survey or using an echo sounder, which features a low spatial resolution and does not allow continuous surveying owing to constraints in data acquisition. Therefore, a depth measurement method using remote sensing-LiDAR or hyperspectral imaging-has recently been developed, which allows a wider area survey than the contact-type method as it acquires hyperspectral images from a lightweight hyperspectral sensor mounted on a frequently operating drone and by applying the optimal bandwidth ratio search algorithm to estimate the depth. In the existing hyperspectral remote sensing technique, specific physical quantities are analyzed after matching the hyperspectral image acquired by the drone's path to the image of a surface unit. Previous studies focus primarily on the application of this technology to measure the bathymetry of sandy rivers, whereas bed materials are rarely evaluated. In this study, the existing hyperspectral image-based water depth estimation technique is applied to rivers with vegetation, whereas spatio-temporal hyperspectral imaging and cross-sectional hyperspectral imaging are performed for two cases in the same area before and after vegetation is removed. The result shows that the water depth estimation in the absence of vegetation is more accurate, and in the presence of vegetation, the water depth is estimated by recognizing the height of vegetation as the bottom. In addition, highly accurate water depth estimation is achieved not only in conventional cross-sectional hyperspectral imaging, but also in spatio-temporal hyperspectral imaging. As such, the possibility of monitoring bed fluctuations (water depth fluctuation) using spatio-temporal hyperspectral imaging is confirmed.

The Effect of Technology Start-up Companies' Absorption Capacity on Start-up Performance: Focusing on the Mediating Effect of Patent Activities (기술창업기업의 흡수역량이 창업성과에 미치는 영향: 특허활동의 매개효과를 중심으로)

  • Kim Jong Sik;Nam Jung Min
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.18 no.3
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    • pp.191-209
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    • 2023
  • Amid rapid changes in technological innovation due to the influence of the 4th Industrial Revolution and COVID-19, research related to absorption capacity and patent activities to promote technological innovation of Korean technology start-ups is important in this uncertain environment. This study aims to examine the effects on entrepreneurial performance and patent activities by reconstructing absorptive capacity, an organizational capability, for technology-based startups in fields such as BT and ICT with less than seven years of establishment, distinguishing between potential absorptive capacity and realized absorptive capacity. The study also seeks to develop a theoretical research model. To accomplish this, data was collected from managerial executives, including CEOs of 215 technology startups. The following hypotheses were tested: Firstly, potential absorptive capacity had a significant impact on patent activities, while realized absorptive capacity did not. Secondly, potential absorptive capacity had a significant impact on technological performance, while realized absorptive capacity did not. Thirdly, both potential and realized absorptive capacity had a significant impact on financial and non-financial performance. Fourthly, patent activities indirectly influenced potential absorptive capacity and technological performance, but did not affect realized absorptive capacity. Fifthly, patent activities indirectly influenced potential absorptive capacity and financial performance, but did not affect realized absorptive capacity. Lastly, patent activities indirectly influenced potential absorptive capacity and non-financial performance, but did not affect realized absorptive capacity. The practical significance of this study lies in providing useful guidelines for building the core capabilities of organizations through absorptive capacity and patent activities. Furthermore, it is expected that startups that have not recognized the formation process of absorptive capacity for patent activities will perceive the formation mechanism of absorptive capability anew and show considerable interest in future potential and realized absorptive capacity as part of their management strategies. This is anticipated to play an important role in adapting to rapidly changing technological advancements, the startup ecosystem, and securing sustainable competitive advantages.

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Analysis of Perceptions of Student Start-up Policies in Science and Technology Colleges: Focusing on the KAIST case (과기특성화대학 학생창업정책에 대한 인식분석: KAIST 사례를 중심으로)

  • Tae-Uk Ahn;Chun-Ryol Ryu;Minjung Baek
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.19 no.2
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    • pp.197-214
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    • 2024
  • This study aimed to investigate students' perceptions at science and technology specialized universities towards entrepreneurship support policies and to derive policy improvement measures by applying a bottom-up approach to reflect the requirements of the policy beneficiaries, i.e., the students. Specifically, the research explored effective execution strategies for student entrepreneurship support policies through a survey and analysis of KAIST students. The findings revealed that KAIST students recognize the urgent need for improvement in sharing policy objectives with the student entrepreneurship field, reflecting the opinions of the campus entrepreneurship scene in policy formulation, and constructing an entrepreneurship-friendly academic system for nurturing student entrepreneurs. Additionally, there was a highlighted need for enhancement in the capacity of implementing agencies, as well as in marketing and market development capabilities, and organizational management and practical skills as entrepreneurs within the educational curriculum. Consequently, this study proposes the following improvement measures: First, it calls for enhanced transparency and accessibility of entrepreneurship support policies, ensuring students clearly understand policy objectives and can easily access information. Second, it advocates for student-centered policy development, where students' opinions are actively incorporated to devise customized policies that consider their needs and the actual entrepreneurship environment. Third, there is a demand for improving entrepreneurship-friendly academic systems, encouraging more active participation in entrepreneurship activities by adopting or refining academic policies that recognize entrepreneurship activities as credits or expand entrepreneurship-related courses. Based on these results, it is expected that this research will provide valuable foundational data to actively support student entrepreneurship in science and technology specialized universities, foster an entrepreneurial spirit, and contribute to the creation of an innovation-driven entrepreneurship ecosystem that contributes to technological innovation and social value creation.

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A Study on the History and Iconological Composition of Jagyeongjeon Hall's Flowered Wall in Gyeongbokgung Palace (경복궁 자경전(慈慶殿) 꽃담의 내력과 도상(圖像) 구성에 관한 재고)

  • OH Junyoung
    • Korean Journal of Heritage: History & Science
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    • v.57 no.2
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    • pp.80-100
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    • 2024
  • This paper investigated the major history and reality of iconological composition for Jagyeongjeon Hall's flowered wall in Gyeongbokgung Palace, which was controversial in terms of preservation and management of cultural heritage. While analyzing the moment and cause of the flowered wall's renovation as it is now, modified or disappeared patterns were identified, and meaningfully misinterpreted congratulatory phrases were reviewed. The research results can be used as meaningful basic data when discussions are made for the restoration of the wall in the future. Jagyeongjeon Hall's flowered wall has reached the present day with large and small changes, but the inflection point that had a significant impact was the Joseon Expo (朝鮮博覽會) held at Gyeongbokgung Palace in 1929. This is because the wall that remained in the Jagyeongjeon Hall area was demolished to build an exhibition hall while preparing for the expo, and it was restored after the end of the event. It is highly likely that the modification or disappearance of the patterns constituting Jagyeongjeon Hall's flowered wall was also due to the restoration process carried out after the expo. There is a view that was transformed into its current state in the process of repair work carried out after the Korean War, but it is difficult to find any meaningful circumstances and evidence. Currently, character patterns known as 'Seongnidori(聖人道理)' are arranged on the inner wall of the section from Gyeongdomun Gate(擎桃門) to Yeogangmun Gate(如岡門), but considering the design form and example, it can be read as 'Seongjasinson(聖子神孫)'. The inner wall of the section from Yeogangmun Gate to Yeonsumun Gate(燕壽門) was originally made in the form of a flowered wall, and the phrases presumed to be 'Gyegyeseungseung(繼繼繩繩)' and 'Cheonse(千世)' were arranged. In the case of the section from Yeonsumun Gate to Hamgyumun Gate(含奎門), the inner wall where the pattern has disappeared is originally composed of geometric and character patterns, and there were also phrases specified as 'Cheonsu(千壽)' and 'Mansemansu(萬世萬壽)'. On the outer wall of the section from Yeonsumun Gate to Hamgyumun Gate, there is a possibility that the phrase known as 'Nakgangmanse(樂彊萬歲)' can be read as 'Cheonsemanse(千歲萬歲)'. In addition, the current outer wall was composed of one drawing board, but in the past, two drawing boards were composed separately.

An Analysis of Accessibility to Hydrogen Charging Stations in Seoul Based on Location-Allocation Models (입지배분모형 기반의 서울시 수소충전소 접근성 분석)

  • Sang-Gyoon Kim;Jong-Seok Won;Yong-Beom Pyeon;Min-Kyung Cho
    • Journal of the Society of Disaster Information
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    • v.20 no.2
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    • pp.339-350
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    • 2024
  • Purpose: This study analyzes accessibility of 10 hydrogen charging stations in Seoul and identifies areas that were difficult to access. The purpose is to re-analyze accessibility by adding a new location in terms of equity and safety of location placement, and then draw implications by comparing the improvement effects. Method: By applying the location-allocation model and the service area model based on network analysis of the ArcGIS program, areas with weak access were identified. The location selection method applied the 'Minimize Facilities' method in consideration of the need for rapid arrival to insufficient hydrogen charging stations. The limit distance for arrival within a specific time was analyzed by applying the average vehicle traffic speed(23.1km/h, Seoul Open Data Square) in 2022 to three categories: 3,850m(10minutes), 5,775m(15minutes), 7,700m(20minutes). In order to minimize conflicts over the installation of hydrogen charging stations, special standards of the Ministry of Trade, Industry and Energy applied to derive candidate sites for additional installation of hydrogen charging stations among existing gas stations and LPG/CNG charging stations. Result: As a result of the analysis, it was confirmed that accessibility was significantly improved by installing 5 new hydrogen charging stations at relatively safe gas stations and LPG/CNG charging stations in areas where access to the existing 10 hydrogen charging stations is weak within 20 minutes. Nevertheless, it was found that there are still areas where access remains difficult. Conclusion: The location allocation model is used to identify areas where access to hydrogen charging stations is difficult and prioritize installation, decision-making to select locations for hydrogen charging stations based on scientific evidence can be supported.

Effects of firm strategies on customer acquisition of Software as a Service (SaaS) providers: A mediating and moderating role of SaaS technology maturity (SaaS 기업의 차별화 및 가격전략이 고객획득성과에 미치는 영향: SaaS 기술성숙도 수준의 매개효과 및 조절효과를 중심으로)

  • Chae, SeongWook;Park, Sungbum
    • Journal of Intelligence and Information Systems
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    • v.20 no.3
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    • pp.151-171
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    • 2014
  • Firms today have sought management effectiveness and efficiency utilizing information technologies (IT). Numerous firms are outsourcing specific information systems functions to cope with their short of information resources or IT experts, or to reduce their capital cost. Recently, Software-as-a-Service (SaaS) as a new type of information system has become one of the powerful outsourcing alternatives. SaaS is software deployed as a hosted and accessed over the internet. It is regarded as the idea of on-demand, pay-per-use, and utility computing and is now being applied to support the core competencies of clients in areas ranging from the individual productivity area to the vertical industry and e-commerce area. In this study, therefore, we seek to quantify the value that SaaS has on business performance by examining the relationships among firm strategies, SaaS technology maturity, and business performance of SaaS providers. We begin by drawing from prior literature on SaaS, technology maturity and firm strategy. SaaS technology maturity is classified into three different phases such as application service providing (ASP), Web-native application, and Web-service application. Firm strategies are manipulated by the low-cost strategy and differentiation strategy. Finally, we considered customer acquisition as a business performance. In this sense, specific objectives of this study are as follows. First, we examine the relationships between customer acquisition performance and both low-cost strategy and differentiation strategy of SaaS providers. Secondly, we investigate the mediating and moderating effects of SaaS technology maturity on those relationships. For this purpose, study collects data from the SaaS providers, and their line of applications registered in the database in CNK (Commerce net Korea) in Korea using a questionnaire method by the professional research institution. The unit of analysis in this study is the SBUs (strategic business unit) in the software provider. A total of 199 SBUs is used for analyzing and testing our hypotheses. With regards to the measurement of firm strategy, we take three measurement items for differentiation strategy such as the application uniqueness (referring an application aims to differentiate within just one or a small number of target industry), supply channel diversification (regarding whether SaaS vendor had diversified supply chain) as well as the number of specialized expertise and take two items for low cost strategy like subscription fee and initial set-up fee. We employ a hierarchical regression analysis technique for testing moderation effects of SaaS technology maturity and follow the Baron and Kenny's procedure for determining if firm strategies affect customer acquisition through technology maturity. Empirical results revealed that, firstly, when differentiation strategy is applied to attain business performance like customer acquisition, the effects of the strategy is moderated by the technology maturity level of SaaS providers. In other words, securing higher level of SaaS technology maturity is essential for higher business performance. For instance, given that firms implement application uniqueness or a distribution channel diversification as a differentiation strategy, they can acquire more customers when their level of SaaS technology maturity is higher rather than lower. Secondly, results indicate that pursuing differentiation strategy or low cost strategy effectively works for SaaS providers' obtaining customer, which means that continuously differentiating their service from others or making their service fee (subscription fee or initial set-up fee) lower are helpful for their business success in terms of acquiring their customers. Lastly, results show that the level of SaaS technology maturity mediates the relationships between low cost strategy and customer acquisition. That is, based on our research design, customers usually perceive the real value of the low subscription fee or initial set-up fee only through the SaaS service provide by vender and, in turn, this will affect their decision making whether subscribe or not.