• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.703-708
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• 2023

The current study investigates VPA usage (i.e.,continuance intention of use, WOM intention) of by Theory of Planned Behavior (i.e.,attitude toward to VPA, subjective norm, perceived behavioral control) and perceived value/risk. The results show that (1) attitude toward to VPA, subjective norm, perceived behavioral control, and perceived value positively predicted the continuance intention of VPA use. Regarding WOM of intention, there were positively significant effects of the attitude toward to VPA, subjective norm, perceived behavioral control, and perceived value. The results of this study are expected to provide a variety of practical and theoretical implications in promising artificial intelligence market by the impact of TPB (i.e.,attitude toward to VPA, subjective norm, perceived behavioral control) and perceived values of VPA.

• KSCI Review
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• v.2 no.2
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• pp.51-56
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• 1996

Fuzzy 이론은 인간의 행동, 인식등에 관한 정량적인 측정이 어려운 정보를 분석하고, 의사 결정을 행하는 이론으로서, 최근에는 일상 생활의 여러 분야에서 많이 응용되고 있는 이론이다. 본 논문에서는 Fuzzy 이론중 Fuzzy 추론을 이용하여 운전자의 심리 상태를 Fuzzy 합성을 통하여, Mamdai의 Min-Max 중심법을 사용하여 분석하였다.

• Journal of Digital Convergence
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• v.13 no.7
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• pp.99-107
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• 2015

When new information communication technologies(ICTs) have appeared, researchers and praticitioners have explored how to spread the technologies. In e-commerce, social commerce has been introduced recently and attempts to understand social commerce have proposed diverse research models. This study proposed a hypothetical model which integrates technology readiness(TR), technology acceptance model(TAM), and theory of planned behavior(TPB). Through PLS path modeling, we found that every hypothesis except social norm-intention path alone proved significant. This result means that integrated model is useful to understand the adoption of new ICTs including social commerce. Finally, based on the findings, suggestions for future research were discussed.

• Korean Journal of Communication Studies
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• v.22 no.2
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• pp.89-121
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• 2014

In order to suggest a strategy for continuous growth of webtoon, this article examined webtoon usage motivation and tried to make a prediction about culture content products and services connected with webtoon, including intention for viewing movies, based on webtoon; intention for switching to paid webtoon content, and intention for buying webtoon character products. From the point of view of Uses and Gratification Theory intentions for using webtoon and human sociocultural behavior intention are already predicted but with the usefulness of Theory of Planned Behavior Integrated Model this study extended the explanation power of prediction about webtoon related behavioral intention. Results found 5 motivational factors for webtoon usage i.e. 'seeking information', 'entertainment and access availability', 'webtoon genre characteristics', 'influence from a friend or acquaintance', and 'escapism and tension release'. Among them the ones that influenced the intention for viewing movies, based on webtoon, were found to be 'webtoon genre characteristics', 'escapism and tension release' and the 3 variables from Theory of Planned Behavior. 'Seeking information', 'entertainment and access availability', 'webtoon genre characteristics', and all the 3 variables from Theory of Planned Behavior were found to influence the intention for switching to paid webtoon content. The intention for buying webtoon based character products was affected by the motivational factors 'seeking information', 'escapism and tension release' and the behavior and subjective norms variables from Theory of Planned Behavior. Based on the uncommon results from the research several suggestions were made for the continuous growth of webtoon.

• Proceedings of the Korea Information Processing Society Conference
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• 2003.05b
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• pp.967-970
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• 2003

본 논문에서는 멀티미디어 게임 흡인요소를 매개로 유식학 수행단계와 행동수정방법간의 연관성을 밝혔다. 수행단계와 흡인요소간의 연관성 파악을 위하여 11가지 선심소를 기저범주로 놓고 Roget 시소러스를 이용하여 참조정보를 탐색한 곁과 선심소의 상세범주를 얻었다. 이것과 함께 게임 흡인요소 분류를 Roget 시소러스에서 같은 방법으로 탐색하여 수행단계와 게임 흡인요소의 대응관계를 확인하였다. 한편, 게임 흡인요소에 대응하는 행동수정방법은 문헌연구를 통하여 확인하였다. 이로써 게임 흡인요소 악영향 순화방안을 서구의 심리학이론인 행동수정방법과 함께 불친 심리학인 유식학 이론의 수행방법을 적용하여 상호보완적으로 생각할 수 있었다.

• Proceedings of the KAIS Fall Conference
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• 2010.05b
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• pp.634-636
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• 2010

소비자의 행동이론은 경영학의 주된 관심사이다. 소비자의 소비 행동패턴 이론은 소비자의 합리적 소비에 근거한 선호도로써, 선택의 문제를 주요한 연구대상으로 삼고 있다. 하지만 본 모델링은 소비자의 선택을 선호의 문제로 취급하는 기호에 의존하기 보다는, 상권의 측정가능한 크기에 의존하는 수동적 의미의 소비패턴을 산정하게 된다. 단순한 몇 가지 가정을 기반으로 하여 상권이 미치는 영향력을 상권의 거리와 상권의 크기로만 한정할 경우, 최적 경로에 따른 합리적인 소비함수 모델링을 만들 수있다. 상권의 거리 및 상권의 크기로 상권의 범위를 제한 할 경우, 물리학 분야인 전기자기학 중에서 쿨롱의 법칙으로부터 유도된 전기장의 개념을 도입하여 상권의 의미를 재해석할 수 있다. 향후 본 모델링에 대한 소비자 행동패턴의 실질적인 검증 및 추가 도입변수 및 에러항을 도입한 일반적인 모델링으로 발전시킬 수 있고, 그 또한 추가 연구주제가 될 수 있다.

• Proceedings of the Korea Information Processing Society Conference
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• 2001.10a
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• pp.343-346
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• 2001

정보통신 인프라의 발전으로 상품에 대한 구매 의존도가 실제상점에서 웹 쇼핑몰로 변화하고 있다. 이러한 결과로 웹 쇼핑몰들이 기하급수적으로 증가하고 있다는 것을 알 수 있다. 따라서, 고객이 원하는 상품을 신속하고 안전하며 편리하게 구매할 수 있도록 서비스의 질적 향상을 위한 시스템 개발의 필요성이 대두되고 있다. 이를 위해선 고객들이 원하는 바를 충족시키고 만족시킬 수 있는 소비자(이하, 고객) 행동패턴의 획득과 폼 배치가 필요하다. 본 논문에서는 HCI 이론과 고객 행동론을 이용한 고객행동패턴 획득, 상품 레이아웃 이론을 이용한 웹 재구성, 웹서버의 워크로드 특성 및 클러스터링들을 조사, 활용 및 개량하여 고객시스템 튜닝 방법론(폼 배치 및 구조 설계방법 제시, 고객 행동패턴 획득 시스템 개발)을 제시하였다.

• Journal of Consumption Culture
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• v.15 no.3
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• pp.67-90
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• 2012

When consumers choose healthy foods, they base their buying decisions on health-related food labeling and quality assessment of taste, health, and price. Moreover, both purchase experience and opinions of family and friends affect consumer choices. Focusing on these points, this study examined the effects of health-related food labeling on consumer choices by adding two variables-quality assessment of taste, health, and price and purchase experience-to the model of the theory of planned behavior. We also used structural equation modeling to test our hypotheses. In the study, health-related food labeling includes organic labeling, nutrient claims, and food additive labeling. We conducted a mail survey among 300 married women who buy cheese slices for their children more than once a month. It was discovered that health-related food labeling positively affected the level of quality assessment of taste, health, and price, and consequently led to positive attitudes and purchase intentions. Particularly, health-related food labeling positively influenced attitude toward using products without assessing the quality of taste, health, and price. The level of quality assessment of price positively affected attitude toward using and purchasing products, and purchase experience positively affected attitude toward using and purchasing products, and purchase intentions. The relationship between attitude to purchasing products and purchase intentions was the most positive, and the relationship between perceived behavioral control and purchase intentions was not significant. Overall, this study essentially contributes to the development of a theoretical framework of food labeling and consumer choices, which includes quality assessment of taste, health, and price and purchase experience, by using the theory of planned behavior.

• The Journal of the Korea Contents Association
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• v.15 no.1
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• pp.451-461
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• 2015

The objective of this research is investigating the mediating effect of job engagement on the relationship between job autonomy and innovative behavior in public organizations. Major findings from Structural Equation Model analysis demonstrates that the variable 'job engagement' took a positive role between job autonomy and innovative behavior. From theoretical point, this result provides the empirical evidence of causal relationship in the three components of attitude-cognition, emotion, and action, which contributes to the advancement of action theory. Some policy implications can be drawn from the empirical findings. Firstly, job autonomy need to be seriously considered as a strategic instrument for the encouragement of innovative behavior. Secondly, job engagement of employees need to be more carefully monitored to stimulate the innovative behavior in the public organizations. In public organizations, enhancement of innovative behavior can not be achieved from institutional arrangements. Provision of job autonomy is more effective method of behavior change than performance management approach.

• Economic Analysis
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• v.17 no.2
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• pp.27-55
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• 2011

Although many theoretical studies have tried to explain the volatility in financial markets using models of herd behavior, there have been few empirical studies on dynamic herding due to the technical difficulty of detecting herd behavior with time-series data. Thus, this paper theoretically extends a continuous beliefs system belonging to an agent based economic model by introducing a term representing agents'mutual dependence into each agent's utility function and derives a SV(stochastic volatility)-type econometric model. From this model the time-varying herding parameters are efficiently estimated by a Markov chain Monte Carlo method. Using monthly data of KOSPI and DOW, this paper provides some empirical evidences for stronger herding in the Korean stock market than in the U.S. stock market, and further stronger herding after the global financial crisis than before it. More interesting finding is that time-varying herd behavior has weak autocorrelation and the global financial crisis may increase its volatility significantly.