• 한국데이터정보과학회:학술대회논문집
• /
• 한국데이터정보과학회 2005년도 추계학술대회
• /
• pp.177-188
• /
• 2005

Association rule mining searches for interesting relationships among items in a given large data set. Association rules are frequently used by retail stores to assist in marketing, advertising, floor placement, and inventory control. There are three primary threshold measures in association rule; support and confidence and lift. In the case of appling real world to association rules, we have some difficulties in data interpretation because we obtain many rules. In this paper, we develop the model of association rules using latent variables for environmental survey data.

• Journal of the Korean Data and Information Science Society
• /
• 제17권1호
• /
• pp.149-160
• /
• 2006

Association rule mining searches for interesting relationships among items in a given large data set. Association rules are frequently used by retail stores to assist in marketing, advertising, floor placement, and inventory control. There are three primary threshold measures in association rule; support and confidence and lift. In the case of appling real world to association rules, we have some difficulties in data interpretation because we obtain many rules. In this paper, we develop the model of association rules using latent variables for environmental survey data.

• 지식경영연구
• /
• 제12권5호
• /
• pp.41-57
• /
• 2011

Social commerce is simply a kind of e-commerce by adopting SNS(Social networking service). It has been spread as SNS is widely used all over the world. In this situation, companies attempt to make the best use of social commerce to understand its advertising effect and to sell more products and/or services they provide. Although social commerce is a recent trend in Korea, it is necessary for companies to find a way to effectively adopt and utilize the social commence. Therefore, the focus of this study is to identify critical success factors for social shopping. We generated 40 items to measure 8 constructs. Using data collected from 300 respondents who have experienced both SNS and social shopping, we analyzed our model and its hypotheses. The analysis result shows that social shopping customers don't use SNS to get information when they purchase products and/or services in social shopping web sites.

• 한국국방경영분석학회지
• /
• 제29권1호
• /
• pp.76-87
• /
• 2003

This paper proposes that we need a simpler method for developing the Website strategy for public institutions. The research objectives are threefold: (1) A model that relates to the monitoring of Website strategy in the public sector is proposed. The model includes basic dimensions and a $2{\times}3$ matrix that is a simplified version of the Mohammed et dl.s Marketspace Matrix. (2) The model is tested empirically with a sample of 56 Websites selected from govemment agencies, military organizations and police stations in Korea. (3) The effect of dimension/factors on the innovation level is tested. A special attention is paid to online attracting that is important for public institutions which usually do not use offline advertising aggressively. Results from regression analyses show that main dimensions (Marketing Drivers and relationship Stages) and three factors (Basic Information, Support Information, and Participation) in the matrix are all significantly influential on the innovation level, but the Attracting is not. Colorful designs and attracting features of a homepage have not necessarily anything to do with innovation. This message can offer a good piece of advice for managers of Websites.

• 유통과학연구
• /
• 제10권12호
• /
• pp.25-34
• /
• 2012

Purpose - This study examines college students' perceived choice attributes in traditional markets and the relationship quality. We study the relationships between attributes that common people look for while choosing a store (e.g., product, service, advertising, and atmosphere), consumption emotion, consumer's value, and relationship quality. Research design, data, methodology - In order to verify the relationship between choice attributes and relationship quality, and moderating (i.e., consumption emotion) and mediating effects (i.e., customer value), we collected data from 202 consumers in Gyeonggi province to test the theoretical model and its hypotheses. For this purpose, this study, utilized an empirical methodology. Results - First, contrary to the previous research findings involving college students, this study observed that four factors of store choice attributes at a traditional market were important to consumers in heightening the relationship quality. Specifically, product (β = .608, p < .01), service (β = .351, p < .01), advertising (β = .237, p < .01), and atmosphere (β = .425, p < .01) are significantly related to relationship quality. Second, consumers selected product (β =. 521, p < .01) as the most important attribute. Atmosphere (β = .254, p < .01) and service division (β = .148, p < .05), in this order, are the other important factors in this regard. However, advertising (β = -.112, p = .100) is not statistically significant. To improve and develop the relationship quality with consumers, traditional markets should ensure supply of suitable products and goods, improve store atmosphere by modernizing facilities, and educate merchants to improve their services. Third, the results of the moderating effects, although marginally statistically significant, suggest that for the consumers with low consumption emotion for traditional markets, an affirmative experience of products and store atmosphere heightens their values. In addition, the consumers having low consumption emotion who could promote consumer values were found to improve and develop a marginally significant relationship quality. Finally, the study revealed that the consumer's value exhibited a complete mediation effect in the relationships between service and relationship quality, and advertising and relationship quality and a partial mediation effect in the relationships between product and relationship quality, and atmosphere and relationship quality. Conclusions - Consumer satisfaction is important to increase the competitiveness of traditional markets, and products and store atmosphere are important attributes to increase the relationship quality. Specifically, merchants should supply different products, modernize their facilities, and improve store atmosphere to compete in traditional markets. In addition, traditional markets should provide value and competitive prices to attract consumers, and should maximize the consumer's value and promote the consumption emotion. Traditional markets should evolve to accommodate changes in the consumer's value and invest in not only functional elements but also symbolic elements.

• 한국컴퓨터정보학회논문지
• /
• 제28권8호
• /
• pp.21-30
• /
• 2023

인터넷 불법금융광고는 인터넷 카페, 블로그 등을 통해 통장매매, 신용카드·휴대폰결제현금화 및 개인신용정보매매 등 불법금융행위를 목적으로 한다. 금융감독당국의 노력에도 불구하고 불법금융행위는 줄어들지 않고 있다. 본 연구는 인터넷 불법금융광고 게시글에 파이썬 딥러닝 기반 텍스트 분류기법을 적용해 불법여부를 탐지하는 모델을 제안한다. 텍스트 분류기법으로 주로 사용되는 합성곱 신경망(CNN: Convolutional Neural Network), 순환 신경망(RNN: Recurrent Neural Network), 장단기 메모리(LSTM: Long-Short Term Memory) 및 게이트 순환 유닛(GRU: Gated Recurrent Unit)을 활용한다. 그동안 수작업으로 심사한 불법확인 결과를 기초 데이터로 이용한다. 한국어 자연어처리와 딥러닝 모델의 하이퍼파라미터 조절을 통해 최적의 성능을 보이는 모델을 완성하였다. 본 연구는 그동안 이뤄지지 않았던 인터넷 불법금융광고 판별을 위한 딥러닝 모델을 제시하였다는데 큰 의미가 있다. 또한 딥러닝 모델에서 91.3~93.4% 수준의 정확도를 보임으로써 불법금융광고 탐지에 딥러닝 모델을 실제 적용하여 불법금융광고 근절에 기여할 수 있기를 기대해 본다.

• 경영과정보연구
• /
• 제9권
• /
• pp.139-163
• /
• 2002

While the corporate practice of sponsoring major events has existed since the turn of the century, it has only recently become one of the fastest growing areas of advertising and promotion. Despite its long history and recent growth, however, event sponsorship has yet to receive the same kinds of rigorous theoretical and methodological attention that marketing researchers have devoted to other areas of advertising and promotion. Also, the recent Olympic Games in Sydney serve as excellent showcase of the sponsorship phenomenon. On the hand it becomes very clear that an event of such magnitude cannot take place without the commercial support of the sponsors. At the same time, there is a growing concern that the Olympic Games are losing their spirit and are over-commercialized because of the excessive sponsorship-linked marketing activities. At the centre of the debate is the impact and the reaction of the consumers to the growing use of sponsorship to stage major events. While the Olympic Games might be an extreme example of the growth and impact of sponsorship, the proliferation of the phenomenon is widespread across other sports events as well as other cultural and community based events. But a comprehensive model of sponsorship is not currently available in the literature. This research is the aim of the current research to investigate consumer attitude constructs towards sponsorship such as sport involvement, attitude towards the event, attitude towards commercialization. The results still have potentially significant applied and theoretical implication. First, This investigation is the first known effort, grounded in consumer behavior theory, to model antecedent variables believed to influence consumer response to event sponsorship in Korea. Second, these findings are in line with previous research, as sports involvement attitude towards the event, and attitude towards commercialization are found to be significant influences on respondents' ability, motivation and opportunity to process sponsorship information, as well as directly and indirectly impacting emotional response.

• 감성과학
• /
• 제7권4호
• /
• pp.1-6
• /
• 2004

본 연구는 동서양 문물 이미지 사진에 대한 여대생의 선호도와 패션잡지에서 의류광고 사진에 등장한 모델의 동서양 국적에 따른 소비자의 긍정적/부정적 인식 정도의 영향을 조사하고자 하였다. 100명의 여학생이 설문에 응답해 주었으며 20개 사진이 자극물로 제시되었다. 자극물은 주택, 실내, 식품, 미인도, 음료수로 하고, 패션 광고사진으로는 남성복 정장, 여성복 정장, 여성복캐주얼, 여성복 속옷, 여성손목시계 등으로 하여 동서양 모델 사진을 각 1점씩 선택하였다. 여대생들은 간식과 미인도에서는 서양이미지보다 동양이미지를 선호하였으나, 패션잡지의 의류광고 사진의 광고에는 모든 경우에서 서양모델이 사용된 경우에 긍정적인 인식정도를 나타냈다. 이러한 사실로서 여대생의 서양이미지에 대한 인식은 긍정적이며 이것은 의류제품 브랜드의 소비자 선호도에 영향을 미칠 것을 추측할 수 있었다.

• KSII Transactions on Internet and Information Systems (TIIS)
• /
• 제14권5호
• /
• pp.2122-2140
• /
• 2020

Proper and precise embedding of commercial ads within Webpages requires Ad-hoc analysis and understanding of their content. By the successful implementation of this step, both publishers and advertisers gain mutual benefits through increasing their revenues on the one hand, and improving user experience on the other. In this research work, we propose a novel multi-level context-based ads serving approach through which ads will be served at generic publisher websites based on their contextual relevance. In the proposed approach, knowledge encoded in domain-specific and generic semantic repositories is exploited in order to analyze and segment Webpages into sets of contextually-relevant segments. Semantically-enhanced indexes are also constructed to index ads based on their textual descriptions provided by advertisers. A modified cosine similarity matching algorithm is employed to embed each ad from the Ads repository into one or more contextually-relevant segments. In order to validate our proposal, we have implemented a prototype of an ad serving system with two datasets that consist of (11429 ads and 93 documents) and (11000 documents and 15 ads), respectively. To demonstrate the effectiveness of the proposed techniques, we experimentally tested the proposed method and compared the produced results against five baseline metrics that can be used in the context of ad serving systems. In addition, we compared the results produced by our system with other state-of-the-art models. Findings demonstrate that the accuracy of conventional ad matching techniques has improved by exploiting the proposed semantically-enhanced context-based ad serving model.

• 디자인학연구
• /
• 제13권1호
• /
• pp.237-245
• /
• 2000

디자이너라면 누구나 디자인의 결과물을 얻어내는 과정의 첫 단계로서 디자인의 컨셉을 만족시킬 수 있는 발상의 단계를 거치게 될 것이다. 그러나 새로움을 요구하는 발상은 누구에게나 노력하는 정도만큼 비례하여 얻어지는 속성을 지니고 있지 않다. 왜냐하면 인간이 노력하여 얻어낼 수 있는 합리적이고 논리적인 사고의 틀 속에는 새로운 것이 존재하지 않기 때문이다. 그러므로 좋은 발상의 핵심은 어떻게 하면 비논리적 사고영역에 자기 자신을 원하는 시간 동안 머물 수 있게 하는가에 있다고 말할 수 있다. 본고에서 제시하고 있는 "결과미리보기"의 사고법은 광고기획서에서 최종 단계에서 제시되고 있는 광고컨셉을 만족시키면서도 최종 단계에서 제시되고 있는 광고컨셉을 만족시키면서도 수평적사고의 영지에 인간의 사고활동을 일정 시간 묶어 둘 수 있는 발상모델이 될수 있다고 생각한다. 뇌기능이론에서, 우뇌나 좌뇌의 활동지수의 높고 낮음이 실제 작품제작에 미치는 영향은 유의할 정도가 아니라는 사실이 연구결과 드러났다.연구결과 드러났다.