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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.

Importance and Priority of Indicators for Selection of Plant Species for Ecological Restoration (생태복원용 식물종 선정을 위한 지표의 중요도·우선순위)

  • Sung, Jung-Won;Shin, Hyun-Tak;Yu, Seung-Bong;Park, Seok-Gon
    • Korean Journal of Environment and Ecology
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    • v.36 no.3
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    • pp.327-337
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    • 2022
  • Ecological restoration is considered a good means to prevent biodiversity loss in terms of the ecosystem's health and sustainability. However, there are difficulties in putting it into practice as there is no comprehensive and objective standard for the selection of plant species, such as environmental, ecological factors, and restoration goal setting. Therefore, this study developed an evaluation index necessary for selecting plant species for restoration using the Delphi method that synthesizes the opinions of the expert group. A survey with 38 questionnaires was conducted twice for experts in ecological restoration, etc., and the importance and priority of evaluation indicators were analyzed by dividing the restoration targets into inland and island regions. The result of the importance analysis showed that "native plants" had the highest average of 4.9 among the evaluation indices in both inland and island regions, followed by "seed security", "propagation", and "root growth rate". In the inland region, the index priority was analyzed in the order of "native plants", "appearance frequency", "root growth rate", "distribution range", and "seed security" in the island region, it was analyzed in the order of "native plants", "root growth rate", "appearance frequency", "distribution range", and "tolerance", showing slight differences between the two indicators. As a result of the importance and priority indicator analysis, we set the mean importance and priority of 4.1 and 2.9, respectively, in the inland region and 4.2 and 2.9, respectively, in the island region. As for the criteria of selecting plant species for ecological restoration, the "native plants" had the highest importance and priority. "Seed securing", 'viability", "topography", "proliferation", "tolerance", "soil conditions", "growth characteristics", "early succession", "distribution range", "appearance frequency", and "germination rate" were classified into subgroups of low importance and priority. The lowest indicators were "final stage of succession", "transition period", 'transition stage", "root", "reproduction", "soil", "appearance", "technology", "landscape", "climate", and "germination rate". We expected that the findings through objective verification in this study would be used as evaluation indicators for selecting native plant species for ecological restoration.

Study of Feature Based Algorithm Performance Comparison for Image Matching between Virtual Texture Image and Real Image (가상 텍스쳐 영상과 실촬영 영상간 매칭을 위한 특징점 기반 알고리즘 성능 비교 연구)

  • Lee, Yoo Jin;Rhee, Sooahm
    • Korean Journal of Remote Sensing
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    • v.38 no.6_1
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    • pp.1057-1068
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    • 2022
  • This paper compares the combination performance of feature point-based matching algorithms as a study to confirm the matching possibility between image taken by a user and a virtual texture image with the goal of developing mobile-based real-time image positioning technology. The feature based matching algorithm includes process of extracting features, calculating descriptors, matching features from both images, and finally eliminating mismatched features. At this time, for matching algorithm combination, we combined the process of extracting features and the process of calculating descriptors in the same or different matching algorithm respectively. V-World 3D desktop was used for the virtual indoor texture image. Currently, V-World 3D desktop is reinforced with details such as vertical and horizontal protrusions and dents. In addition, levels with real image textures. Using this, we constructed dataset with virtual indoor texture data as a reference image, and real image shooting at the same location as a target image. After constructing dataset, matching success rate and matching processing time were measured, and based on this, matching algorithm combination was determined for matching real image with virtual image. In this study, based on the characteristics of each matching technique, the matching algorithm was combined and applied to the constructed dataset to confirm the applicability, and performance comparison was also performed when the rotation was additionally considered. As a result of study, it was confirmed that the combination of Scale Invariant Feature Transform (SIFT)'s feature and descriptor detection had the highest matching success rate, but matching processing time was longest. And in the case of Features from Accelerated Segment Test (FAST)'s feature detector and Oriented FAST and Rotated BRIEF (ORB)'s descriptor calculation, the matching success rate was similar to that of SIFT-SIFT combination, while matching processing time was short. Furthermore, in case of FAST-ORB, it was confirmed that the matching performance was superior even when 10° rotation was applied to the dataset. Therefore, it was confirmed that the matching algorithm of FAST-ORB combination could be suitable for matching between virtual texture image and real image.

Development of Consumer Education Teaching-Learning Process for SMART Learning-Based Middle School Home Economics Education (스마트러닝 기반 중학교 가정교과 소비생활 교수-학습안 개발)

  • Seo, Yu Ri;Chae, Jung Hyun
    • Journal of Korean Home Economics Education Association
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    • v.32 no.4
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    • pp.149-170
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    • 2020
  • The purpose of this study was to develop and evaluate a Smart learning-based middle school home economics education plan to improve the online home economics education classes. The educational plan in this study was completed through the process of analysis, design, development, and evaluation. The results of this study are as follows. First, as a result of analyzing consumer life units in the middle school textbooks based on 2015-revised curriculum, Smart learning activities were presented in only two out of the 12 textbooks analyxed. Second, a Smart learning-based middle school home economics education plan was developed in this study with the following characteristics: the topics and contents are structured so that to help learners actively engage in the teaching and learning activities; the education plan to reflects various media and current issues that learners may be interested in; the lesson plans were structured with the premise of online classes; softwares that enable real-time discussion and collaboration are used; and the evaluation method are composed of online activities. Third, the expert evaluation scores for the educational plan and activity materials developed were 4.52 (5-point Likert scale), when averaged across subject, goal, content, teaching/learning activity, and evaluation, and the overall content validity index(CVI) was 0.95. The adequacy of execution, benefit, attractiveness, usefulness, and feasibility were highly with an average of 4.62. Based on the experts' comments, the education plan and activity materials were revised and completed. This study is meaningful in that it developed teaching and learning activities based on online classes after the COVID-19 outbreak, overcoming the limitations of offline classes. It has implications for face-to-face home economics classes due to COVID-19, as it suggests ways to blend online and offline teaching/learning activities depending on the situation.

Mediating Effect of Customer Orientation and Customer Satisfaction Between Entrepreneurship and Financial Performance: Focusing on the Beauty Service Industry (기업가정신과 재무적 성과 간의 고객지향성, 고객만족의 매개효과: 미용 서비스산업 중심으로)

  • Kwak, jinman;Lee, sehee
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.16 no.6
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    • pp.197-211
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    • 2021
  • In the service industry the types are diversifying and the scale of service companies is greatly improving. Such a phenomenon is caused by economic growth and technological development diversifying consumer needs creating demand for new services maturing the service industry and intensifying competition among companies in the form of global competition. It can be said that this is because it is necessary to improve competitiveness by utilizing the economy of scale. Research is needed on the impact of entrepreneurship on various outcome variables in order for service organization managers to respond quickly to diverse and rapidly changing environments and achieve organizational outcomes and corporate goals of management outcomes. The purpose of this study was to empirically analyze the relationship in which the entrepreneurial spirit of a manager influences the relationship between customer orientation, which is an organizational result, customer satisfaction, and financial result, which is a management result. In order to verify such research, the questionnaire was composed of one business owner questionnaire, two employee questionnaires, and two customer questionnaires. The questionnaire was distributed to a total of 400 companies, and the questionnaires of 340 companies were collected. Of these, 303 companies, excluding the questionnaires of 37 companies with many dishonest or missing values, were used for hypothesis testing. The results of this study can be summarized as follows. First, entrepreneurship had a positive (+) effect on customer orientation, supporting the hypothesis. Second, customer orientation showed a positive (+) effect on customer satisfaction, supporting the hypothesis. Third, customer satisfaction showed a positive (+) effect on financial outcomes, supporting the hypothesis. Fourth, it was found that entrepreneurship influences customer satisfaction through customer orientation, and customer satisfaction affects financial outcomes. It turns out that customer orientation between entrepreneurship and customer satisfaction is completely mediated, and customer satisfaction is completely mediated by customer orientation and financial outcomes. The relationship between entrepreneurship and management improved employee behavior and attitudes, which is an individual outcome, and this change was found to improve customer satisfaction, which is an organizational outcome. It makes frequent contact with customers in the process of servicing them. Employee roles are important at service contacts and influence service purchases. Employees facing customers through service contacts act as a decisive factor in maintaining a continuous relationship with customers. Within a beauty service company, it is necessary to create a customer-oriented environment among workers. It suggests that customer-oriented companies and employees can anticipate their desires and provide products or services of superior value to achieve greater customer satisfaction and a competitive advantage. In addition, it was clarified that customer satisfaction has an aspect relationship with financial management, which is a management result. Therefore, it is suggested that the entrepreneurial spirit is an important factor for the management of a beauty service company to secure competitiveness and improve results.

Current Status of Sericulture and Insect Industry to Respond to Human Survival Crisis (인류의 생존 위기 대응을 위한 양잠과 곤충 산업의 현황)

  • A-Young, Kim;Kee-Young, Kim;Hee Jung, Choi;Hyun Woo, Park;Young Ho, Koh
    • Korean journal of applied entomology
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    • v.61 no.4
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    • pp.605-614
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    • 2022
  • Two major problems currently threaten human survival on Earth: climate change and the rapid aging of the population in developed countries. Climate change is a result of the increase in greenhouse gas (GHG) concentrations in the atmosphere due to the increase in the use of fossil fuels owing to economic and transportation development. The rapid increase in the age of the population is a result of the rise in life expectancy due to the development of biomedical science and technology and the improvement of personal hygiene in developed countries. To avoid irreversible global climate change, it is necessary to quickly transition from the current fossil fuel-based economy to a zero-carbon renewable energy-based economy that does not emit GHGs. To achieve this goal, the dairy and livestock industry, which generates the most GHGs in the agricultural sector, must transition to using low-carbon emission production methods while simultaneously increasing consumers' preference for low-carbon diets. Although 77% of currently available arable land globally is used to produce livestock feed, only 37% and 18% of the proteins and calories that humans consume come from dairy and livestock farming and industry. Therefore, using edible insects as a protein source represents a good alternative, as it generates less GHG and reduces water consumption and breeding space while ensuring a higher feed conversion rate than that of livestock. Additionally, utilizing the functionality of medicinal insects, such as silkworms, which have been proven to have certain health enhancement effects, it is possible to develop functional foods that can prevent or delay the onset of currently incurable degenerative diseases that occur more frequently in the elderly. Insects are among the first animals to have appeared on Earth, and regardless of whether humans survive, they will continue to adapt, evolve, and thrive. Therefore, the use of various edible and medicinal insects, including silkworms, in industry will provide an important foundation for human survival and prosperity on Earth in the near future by resolving the current two major problems.

A Study on the Potential Use of ChatGPT in Public Design Policy Decision-Making (공공디자인 정책 결정에 ChatGPT의 활용 가능성에 관한연구)

  • Son, Dong Joo;Yoon, Myeong Han
    • Journal of Service Research and Studies
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    • v.13 no.3
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    • pp.172-189
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    • 2023
  • This study investigated the potential contribution of ChatGPT, a massive language and information model, in the decision-making process of public design policies, focusing on the characteristics inherent to public design. Public design utilizes the principles and approaches of design to address societal issues and aims to improve public services. In order to formulate public design policies and plans, it is essential to base them on extensive data, including the general status of the area, population demographics, infrastructure, resources, safety, existing policies, legal regulations, landscape, spatial conditions, current state of public design, and regional issues. Therefore, public design is a field of design research that encompasses a vast amount of data and language. Considering the rapid advancements in artificial intelligence technology and the significance of public design, this study aims to explore how massive language and information models like ChatGPT can contribute to public design policies. Alongside, we reviewed the concepts and principles of public design, its role in policy development and implementation, and examined the overview and features of ChatGPT, including its application cases and preceding research to determine its utility in the decision-making process of public design policies. The study found that ChatGPT could offer substantial language information during the formulation of public design policies and assist in decision-making. In particular, ChatGPT proved useful in providing various perspectives and swiftly supplying information necessary for policy decisions. Additionally, the trend of utilizing artificial intelligence in government policy development was confirmed through various studies. However, the usage of ChatGPT also unveiled ethical, legal, and personal privacy issues. Notably, ethical dilemmas were raised, along with issues related to bias and fairness. To practically apply ChatGPT in the decision-making process of public design policies, first, it is necessary to enhance the capacities of policy developers and public design experts to a certain extent. Second, it is advisable to create a provisional regulation named 'Ordinance on the Use of AI in Policy' to continuously refine the utilization until legal adjustments are made. Currently, implementing these two strategies is deemed necessary. Consequently, employing massive language and information models like ChatGPT in the public design field, which harbors a vast amount of language, holds substantial value.

Research on hybrid music recommendation system using metadata of music tracks and playlists (음악과 플레이리스트의 메타데이터를 활용한 하이브리드 음악 추천 시스템에 관한 연구)

  • Hyun Tae Lee;Gyoo Gun Lim
    • Journal of Intelligence and Information Systems
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    • v.29 no.3
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    • pp.145-165
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    • 2023
  • Recommendation system plays a significant role on relieving difficulties of selecting information among rapidly increasing amount of information caused by the development of the Internet and on efficiently displaying information that fits individual personal interest. In particular, without the help of recommendation system, E-commerce and OTT companies cannot overcome the long-tail phenomenon, a phenomenon in which only popular products are consumed, as the number of products and contents are rapidly increasing. Therefore, the research on recommendation systems is being actively conducted to overcome the phenomenon and to provide information or contents that are aligned with users' individual interests, in order to induce customers to consume various products or contents. Usually, collaborative filtering which utilizes users' historical behavioral data shows better performance than contents-based filtering which utilizes users' preferred contents. However, collaborative filtering can suffer from cold-start problem which occurs when there is lack of users' historical behavioral data. In this paper, hybrid music recommendation system, which can solve cold-start problem, is proposed based on the playlist data of Melon music streaming service that is given by Kakao Arena for music playlist continuation competition. The goal of this research is to use music tracks, that are included in the playlists, and metadata of music tracks and playlists in order to predict other music tracks when the half or whole of the tracks are masked. Therefore, two different recommendation procedures were conducted depending on the two different situations. When music tracks are included in the playlist, LightFM is used in order to utilize the music track list of the playlists and metadata of each music tracks. Then, the result of Item2Vec model, which uses vector embeddings of music tracks, tags and titles for recommendation, is combined with the result of LightFM model to create final recommendation list. When there are no music tracks available in the playlists but only playlists' tags and titles are available, recommendation was made by finding similar playlists based on playlists vectors which was made by the aggregation of FastText pre-trained embedding vectors of tags and titles of each playlists. As a result, not only cold-start problem can be resolved, but also achieved better performance than ALS, BPR and Item2Vec by using the metadata of both music tracks and playlists. In addition, it was found that the LightFM model, which uses only artist information as an item feature, shows the best performance compared to other LightFM models which use other item features of music tracks.

A CF-based Health Functional Recommender System using Extended User Similarity Measure (확장된 사용자 유사도를 이용한 CF-기반 건강기능식품 추천 시스템)

  • Sein Hong;Euiju Jeong;Jaekyeong Kim
    • Journal of Intelligence and Information Systems
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    • v.29 no.3
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    • pp.1-17
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    • 2023
  • With the recent rapid development of ICT(Information and Communication Technology) and the popularization of digital devices, the size of the online market continues to grow. As a result, we live in a flood of information. Thus, customers are facing information overload problems that require a lot of time and money to select products. Therefore, a personalized recommender system has become an essential methodology to address such issues. Collaborative Filtering(CF) is the most widely used recommender system. Traditional recommender systems mainly utilize quantitative data such as rating values, resulting in poor recommendation accuracy. Quantitative data cannot fully reflect the user's preference. To solve such a problem, studies that reflect qualitative data, such as review contents, are being actively conducted these days. To quantify user review contents, text mining was used in this study. The general CF consists of the following three steps: user-item matrix generation, Top-N neighborhood group search, and Top-K recommendation list generation. In this study, we propose a recommendation algorithm that applies an extended similarity measure, which utilize quantified review contents in addition to user rating values. After calculating review similarity by applying TF-IDF, Word2Vec, and Doc2Vec techniques to review content, extended similarity is created by combining user rating similarity and quantified review contents. To verify this, we used user ratings and review data from the e-commerce site Amazon's "Health and Personal Care". The proposed recommendation model using extended similarity measure showed superior performance to the traditional recommendation model using only user rating value-based similarity measure. In addition, among the various text mining techniques, the similarity obtained using the TF-IDF technique showed the best performance when used in the neighbor group search and recommendation list generation step.

An Analysis of the 20th National Congress Report through Text-mining Methods (텍스트 마이닝을 활용한 중국공산당 20차 당대회 보고문 분석)

  • Kwon, Dokyung;Kim, Jungsoo;Park, Jihyun
    • Analyses & Alternatives
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    • v.7 no.1
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    • pp.115-145
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    • 2023
  • The 20th National Congress of the Chinese Communist Party (hereafter referred to as "the 20th National Congress") was under the global spotlight long before it was held for seven days from 16 to 22 October 2022. People wondered whether Xi Jinping would secure a third term as China's leader or whether he would lay the foundations to be in power forever during the third term. In Korea, the press and media questioned whether the event would become the "crowning of Emperor Xi (Xi Huangdi)," whose power rivaled that of the first emperor in China, Shi Hunagdi, and featured the scene where Hu Jintao was forced to leave the venue during the Congress. On the other hand, many Korean academics focused more on how Xi would organize the Politburo and its Standing Committee and whether the outline of his heirs would appear during the event. This tendency in academia in turn worsened the media's concerns. This paper presents a quantitative analysis of the 20th National Congress Report, as opposed to an analysis of Xi's political intentions at the event. The National Congress Report outlines the Party's visions, goals, and strategies for the next five years in politics, economy, society, culture, foreign affairs, and relationship with Taiwan. The authoritative document is rich in narrative and logic and deserves academic study. This research analyzes the 18th, 19th, and 20th Reports by identifying their keywords and regular expressions and checking their frequency and percentage through text-mining methods. This approach enables the quantification and visualization of the significant changes in the Party's sovereign vision over the fifteen years of Xi's rule from 2013 to 2027.