DOI QR코드

DOI QR Code

Financial Analysis of Thai Banks: Effectiveness of Augmented Reality Visualization

  • Tanlamai, Uthai (Department of Accountancy, Chulalongkorn Business School, Chulalongkorn University) ;
  • Jaikengkit, Aim-Orn (Department of Accountancy, Chulalongkorn Business School, Chulalongkorn University) ;
  • Wattanasupachoke, Teerayout (Department of Management, Chulalongkorn Business School, Chulalongkorn University)
  • Received : 2017.01.09
  • Accepted : 2017.09.14
  • Published : 2017.09.30

Abstract

The objective of the study is to examine the acceptance and usability of Augmented Reality (AR) visuals developed for industry analysis of Thai Banks and whether these visuals can outperform the table of numbers in representing financial accounting data. Convenient samples were used and the data were collected with self-assessed questionnaires from 109 users with minimum prior experiences with financial analyses. The results from descriptive statistics indicates that despite having over 80% of respondents with little prior experience in analyzing financial performance of banking industry, the majority of them were able to correctly make prediction (96.4%), identify trend (82.6%) and compare banks' performance (70.6%). Their attitudes and perception towards Bank-AR visuals were above average. Although the overall usability score is average (53%), the respondents rated the Bank-AR visuals to be highly useful and had high intention to use them in the future.

Keywords

References

  1. Altman, E. I., "Financial Ratios, Discriminant Analysis and the Prediction of Corporate Bankruptcy", The Journal of Finance, Vol. 23, No. 4, 1968, pp. 589-609, doi: 510.1111/j.1540-6261.1968.tb00843.x.
  2. Brown, E. T., Ottley, A., Zhao, H., Lin, Q., Souvenia, R., Endert, A., and Chang, R., "Finding Waldo: Learning about users from their Interactions", IEEE Transactions on Visualization and Computer Graphics, Vol. 20, No. 12, 2014, pp. 1663-1672. https://doi.org/10.1109/TVCG.2014.2346575
  3. Fethi, M. D. and Pasiouras, F., "Assessing Bank Efficiency and Performance with Operational Research and Artificial Intelligence Techniques: A survey", European Journal of Operational Research, Vol. 204, No. 2, 2010, pp .189-198. https://doi.org/10.1016/j.ejor.2009.08.003
  4. Green, T. M. and Fisher, B., "Towards the Personal Equation of Interaction: The Impact of Personality Factors on Visual Analytics Interface Interaction", Paper presented at the IEEE Symposium on Visual Analytics Science and Technology, October 24-29, 2010 Salt Lake City, Utah, USA.
  5. Halkos, G. E. and Salamouris, D. S., "Efficiency Measurement of the Greek Commercial Banks with the Use of Financial Ratios: A Data Envelopment Analysis Approach", Management Accounting Research, Vol. 15, No. 2, 2004, pp. 201-224. https://doi.org/10.1016/j.mar.2004.02.001
  6. Jankun-Kelly, T. J., Ma, K.-L., and Gertz, M., "A model and framework for visualization exploration," IEEE Transactions on Visualization and Computer Graphics, Vol. 13, No. 2, 2007, pp. 357-368. https://doi.org/10.1109/TVCG.2007.28
  7. Kumbirai, M. and Webb, R., "A Financial Ratio Analysis of Commercial Bank Performance in South Africa", African Review of Economics and Finance, Vol. 2, No. 1, 2010, pp. 30-53.
  8. Liu, Z., Nersessian, N. J., and Stasko, J. T., "Distribute Cognition as a Theoretical Framework for Information Visualization", IEEE Transactions on Visualization and Computer Graphics, Vol. 14, No. 6, 2008.
  9. Martinez, H. and Bandyopadhyay, P., "Analysis of Four Usability Evaluation Methods" Applied to Augmented Reality Applications 2014, Retrieved from http://elisa.dyndnsweb.com/teaching/hiit/four.pdf (7 Jan 2017).
  10. Pinker, S. A., "Theory of Graph Comprehension, In R. Freedle (Ed.)", Artificial Intelligence and the Future of Testing, Hillsdale, NJ: Lawrence Erlbaum Associates, Inc., 1990, pp. 73-126.
  11. Pohl, M., Smuc, M., and Mayr, E., "The User Puzzle-Explaining the Interaction with Visual Analytics Systems", IEEE Transactions on Visualization and Computer Graphics, Vol. 18, No. 12, 2012, pp. 2908-2916. https://doi.org/10.1109/TVCG.2012.273
  12. Pohl, M., Wiltner, S., Miksch, S., Aigner, W., and Rind, A., "Analysing interactivity in information visualisation", KI-Kunstliche Intelligenz, Vol. 26, No. 2, 2012, pp. 151-159, doi:110.1007/s13218-13012-10167-13216.
  13. Reda, K., Johnson, A. E., Leigh, J., and Papka, M. E., "Evaluating user Behavior and Strategy during Visual Exploration", BELIV, ACM, 2014, pp. 41-45, http://dx.doi.org/10.1145/2669557.2669575.
  14. Saunders, A. and Cornett, M. M., "Financial Markets and Institutions", 5/e., McGraw- Hill Global Education Holdings, LLC, Chapter 12, 1996, p. 375, (www.mhhe.com/sc5e).
  15. Schonlau, M. and Peters, E., "Comprehension of Graphs and Tables Depend on the Task: Empirical Evidence from Two Web-Based Studies", Statistics, Politics and Policy, Vol. 3, No. 2, 2012.
  16. Shah, P., and J. Hoeffner, "Review of graph comprehension research: Implications for Instruction", Educational Psychology Review, Vol. 14, No. 1, 2002, pp. 47-69. https://doi.org/10.1023/A:1013180410169
  17. Shrinivasan, Y. B. and Wijk, J. J., "Supporting the Analytical Reasoning Process in Information Visualization", Proceeding CHI '08 Proceedings of the SIGCHI Conference on Human Factors in Computing Systems pp. 1237-1246.
  18. Tanlamai, U., Savetpanuvong, P., and Kunarittipol, W., "Mixed Reality Visualization of Financial Accounting Data", Journal of Information Technology Applications and Management, Vol. 18, No. 1, 2011, pp. 1-14.
  19. Tanlamai, U., Savetpanuvong, P., and Kunarittipol, W., "Financial Data Assessment Using Table-Graph-Mixed Reality Visualization", Journal of Information Technology Applications & Management, Vol. 19, No. 1, 2012, pp. 13-24.
  20. Ziemkiewicz, C., Ottley, A., Jordan, C. R., Chauncey, K., Su, S. L., and Chang, R., "Understanding Visualization by Understanding Individual Users", IEEE Computer Graphics and Applications, Vol. 32, No. 6, 2012, pp. 88-94. https://doi.org/10.1109/MCG.2012.120