The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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Association Based Reasoning Method Using Rescorla-Wagner Model and Galton Free Association Test for Augmented Reality E-Commerce

증강현실 전자상거래 위한 Rescorla-Wagner 모형과 Galton 자유연상 실험을 활용한 연상 기반 추론 방법

  • 권오병 (경희대학교 국제경영학과) ;
  • 정동영 (경희대학교 유비쿼터스비즈니스 & 서비스연구센터)
  • Published : 2009.08.31
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Abstract

Natural interface is important to select and provide the services in ubiquitous smart space such as u-plant, u-distribution. Augmented Reality(AR) has recently begun to receive attention as a realization tool for natural interface. AR provides virtual object on real environment and it differs from virtual reality. When AR is used, it has advantage to provide information intuitively and collaboratively. However AR is rarely used in e-commerce domain of ubiquitous smart space, and it has limitation which predefined information and services provide in a static manner. Hence, the purpose of this paper is to propose a methodology of AR based e-commerce which provides personalized association service by considering user's dynamic context. To do so, association algorithm is developed based on Rescorla-Wagner model and Galton's free association test.

u-공장이나 u-물류와 같은 유비쿼터스 지능공간에서의 서비스 선택 및 제공을 위해서는 자연스러운 인터페이스가 중요하다. 자연스러운 인터페이스의 실현을 위한 유력한 방법으로 증강현실 기술이 주목받고 있다. 증강현실은 가상현실과 다르게 실제 환경 위에 가상객체를 증강시켜 제공해주는 기술이다. 증강현실을 이용하면 사용자에게 정보를 직관적이고 협력적으로 제공해 줄 수 있는 이점이 있다. 하지만 현재 유비쿼터스 지능공간에서 구동될 전자상거래 도메인에서 활용되는 증강현실 기술은 거의 존재하지 않으며, 있더라도 등록된 마커에 해당하는 사전 정의된 정보와 서비스를 정적으로 제공하는 한계점을 가지고 있다. 따라서 본 연구의 목적은 사용자의 동적 상황을 고려한 증강현실형 전자상거래 방법론을 제안하는 것이다. 이를 실현하기 위해 인지심리학 모형인 Rescorla-Wagner Model과 Galton 자유연상 실험을 기반으로 한 연상 알고리즘을 개발하였으며 개인의 상황에 따라 연상된 서비스와 이미지가 증강현실을 통해 동적으로 제공되도록 하였다.

Keywords

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