• Title/Summary/Keyword: User's satisfaction

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A Study on the User-Based Small Fishing Boat Collision Alarm Classification Model Using Semi-supervised Learning (준지도 학습을 활용한 사용자 기반 소형 어선 충돌 경보 분류모델에대한 연구)

  • Ho-June Seok;Seung Sim;Jeong-Hun Woo;Jun-Rae Cho;Jaeyong Jung;DeukJae Cho;Jong-Hwa Baek
    • Journal of Navigation and Port Research
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    • v.47 no.6
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    • pp.358-366
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    • 2023
  • This study aimed to provide a solution for improving ship collision alert of the 'accident vulnerable ship monitoring service' among the 'intelligent marine traffic information system' services of the Ministry of Oceans and Fisheries. The current ship collision alert uses a supervised learning (SL) model with survey labels based on large ship-oriented data and its operators. Consequently, the small ship data and the operator's opinion are not reflected in the current collision-supervised learning model, and the effect is insufficient because the alarm is provided from a longer distance than the small ship operator feels. In addition, the supervised learning (SL) method requires a large number of labeled data, and the labeling process requires a lot of resources and time. To overcome these limitations, in this paper, the classification model of collision alerts for small ships using unlabeled data with the semi-supervised learning (SSL) algorithms (Label Propagation and TabNet) was studied. Results of real-time experiments on small ship operators using the classification model of collision alerts showed that the satisfaction of operators increased.

Designing Mobile Framework for Intelligent Personalized Marketing Service in Interactive Exhibition Space (인터랙티브 전시 환경에서 개인화 마케팅 서비스를 위한 모바일 프레임워크 설계)

  • Bae, Jong-Hwan;Sho, Su-Hwan;Choi, Lee-Kwon
    • Journal of Intelligence and Information Systems
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    • v.18 no.1
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    • pp.59-69
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    • 2012
  • As exhibition industry, which is a part of 17 new growth engines of the government, is related to other industries such as tourism, transportation and financial industries. So it has a significant ripple effect on other industries. Exhibition is a knowledge-intensive, eco-friendly and high value-added Industry. Over 13,000 exhibitions are held every year around the world which contributes to getting foreign currency. Exhibition industry is closely related with culture and tourism and could be utilized as local and national development strategies and improve national brand image as well. Many countries try various efforts to invigorate exhibition industry by arranging related laws and support system. In Korea, more than 200 exhibitions are being held every year, but only 2~3 exhibitions are hosted with over 400 exhibitors and except these exhibitions most exhibitions have few foreign exhibitors. The main reason of weakness of domestic trade show is that there are no agencies managing exhibitionrelated statistics and there is no specific and reliable evaluation. This might cause impossibility of providing buyer or seller with reliable data, poor growth of exhibitions in terms of quality and thus service quality of trade shows cannot be improved. Hosting a lot of visitors (Public/Buyer/Exhibitor) is very crucial to the development of domestic exhibition industry. In order to attract many visitors, service quality of exhibition and visitor's satisfaction should be enhanced. For this purpose, a variety of real-time customized services through digital media and the services for creating new customers and retaining existing customers should be provided. In addition, by providing visitors with personalized information services they could manage their time and space efficiently avoiding the complexity of exhibition space. Exhibition industry can have competitiveness and industrial foundation through building up exhibition-related statistics, creating new information and enhancing research ability. Therefore, this paper deals with customized service with visitor's smart-phone at the exhibition space and designing mobile framework which enables exhibition devices to interact with other devices. Mobile server framework is composed of three different systems; multi-server interaction, server, client, display device. By making knowledge pool of exhibition environment, the accumulated data for each visitor can be provided as personalized service. In addition, based on the reaction of visitors each of all information is utilized as customized information and so the cyclic chain structure is designed. Multiple interaction server is designed to have functions of event handling, interaction process between exhibition device and visitor's smart-phone and data management. Client is an application processed by visitor's smart-phone and could be driven on a variety of platforms. Client functions as interface representing customized service for individual visitors and event input and output for simultaneous participation. Exhibition device consists of display system to show visitors contents and information, interaction input-output system to receive event from visitors and input toward action and finally the control system to connect above two systems. The proposed mobile framework in this paper provides individual visitors with customized and active services using their information profile and advanced Knowledge. In addition, user participation service is suggested as well by using interaction connection system between server, client, and exhibition devices. Suggested mobile framework is a technology which could be applied to culture industry such as performance, show and exhibition. Thus, this builds up the foundation to improve visitor's participation in exhibition and bring about development of exhibition industry by raising visitor's interest.

Usability index evaluation system for mobile WAP service (무선인터넷 서비스 사용성 지수 평가 체계)

  • Park, Hwan-Su
    • 한국HCI학회:학술대회논문집
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    • 2008.02b
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    • pp.152-157
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    • 2008
  • The customer satisfaction of WAP service greatly relies on the usability of the service due to the limited display size of a mobile phone and limitation in realizing UI (User Interface) for function keys, browser, and OS (operating system) Currently, a number of contents providers develop and deliver varying services, and thus, it is critical to control quality level of UI in consistent standards and manner. This study suggests usability index evaluation system to achieve consistent UI quality control of various WAP services. The system adopts both top-down and bottom-up approaches. The former concerns deriving UI design components and evaluation checklists for the WAP, based on the usability attributes and UI principles. The latter concerns deriving usability-related evaluation checklists from the established UI design features, and then grouping them from the viewpoint of usability principles and attributes. This bidirectional approach has two outstanding advantages: it allows thorough examination of potential elements that can cause usability problems from the standpoint of usability attributes, and also derives specific evaluation elements from the perspective of UI design components that are relevant to the real service environment. The evaluation system constitutes a hierarchical structure by networking usability attributes, UI guideline which indicates usability principles for each attribute, and usability evaluation checklist for each UI component that enables specific evaluation. Especially, each evaluation checklist contains concrete contents and format so that it can be readily marked in O/X. The score is based on the ratio of number of items that received positive answer to the number of total items. This enables a quantitative evaluation of the usability of mobile WAP service. The validity of the proposed evaluation system has been proved through comparative analysis with the real usability problems based on the user test. A software was developed that provides guideline for evaluation objects, criteria and examples for each checklist, and automatically calculates a score. The software was applied to evaluating and improving the real mobile WAP service.

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Effectiveness of Leading Light by Reflecting the Characteristics of Marine Traffic at Gamcheon Port (감천항 선박교통 특성을 반영한 도등 효용성 분석)

  • Shin-Young Ha;Seung-gi Gug
    • Journal of Navigation and Port Research
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    • v.48 no.3
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    • pp.232-238
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    • 2024
  • This study examines the effectiveness of Gamcheon Port's leading lights in reflecting the characteristics of ship traffic entering the port. The leading light of Gamcheon Port was proposed and installed in 1996 during the basic design process of supplementing the port's route signs for the entry and exit of 4,000 TEU container ships. Since then, it has been improved to accommodate the entry of 50,000 DWT general cargo ships and to reflect the crane height of Hanjin Pier, as a result of a review study conducted by the Busan Regional Maritime Affairs and Fisheries Administration to improve the still temperature of Gamcheon Port by relocating existing outer facilities. However, an analysis of the current characteristics of maritime traffic at Gamcheon Port reveals that maritime traffic congestion is smooth and the proportion of small and medium-sized ships under 10,000 tons is higher than that of large ships, resulting in decreased efficiency of the leading lights to respond to the entry of large ships. Nevertheless, considering the increasing CAGR of the entry ratio of ships of 30,000 tons or more by 8.45%, preparations for the anticipated increase in the proportion of large ships entering the port in the future are necessary, and it is preferable to maintain the function of the leading lights rather than demolishing the entrance to Gamcheon Port. The narrow nature of the Gamcheon Port route poses a higher risk of collision when ships entering and exiting encounter each other, which can burden the navigator. Therefore, instead of maintaining the function of the leading lights, it is possible to relocate the conduction light to reduce maintenance burden and install a direction light in its place. When installing the direction light, it is worth considering using Double Sector Lights instead of the currently installed Single Sector Lights at nearby Busan Bukhang Port, as the former can improve user satisfaction by providing a clearer middle line and reducing difficulties in distinguishing between points.

An Empirical Study on the Determinants of Supply Chain Management Systems Success from Vendor's Perspective (참여자관점에서 공급사슬관리 시스템의 성공에 영향을 미치는 요인에 관한 실증연구)

  • Kang, Sung-Bae;Moon, Tae-Soo;Chung, Yoon
    • Asia pacific journal of information systems
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    • v.20 no.3
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    • pp.139-166
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    • 2010
  • The supply chain management (SCM) systems have emerged as strong managerial tools for manufacturing firms in enhancing competitive strength. Despite of large investments in the SCM systems, many companies are not fully realizing the promised benefits from the systems. A review of literature on adoption, implementation and success factor of IOS (inter-organization systems), EDI (electronic data interchange) systems, shows that this issue has been examined from multiple theoretic perspectives. And many researchers have attempted to identify the factors which influence the success of system implementation. However, the existing studies have two drawbacks in revealing the determinants of systems implementation success. First, previous researches raise questions as to the appropriateness of research subjects selected. Most SCM systems are operating in the form of private industrial networks, where the participants of the systems consist of two distinct groups: focus companies and vendors. The focus companies are the primary actors in developing and operating the systems, while vendors are passive participants which are connected to the system in order to supply raw materials and parts to the focus companies. Under the circumstance, there are three ways in selecting the research subjects; focus companies only, vendors only, or two parties grouped together. It is hard to find researches that use the focus companies exclusively as the subjects probably due to the insufficient sample size for statistic analysis. Most researches have been conducted using the data collected from both groups. We argue that the SCM success factors cannot be correctly indentified in this case. The focus companies and the vendors are in different positions in many areas regarding the system implementation: firm size, managerial resources, bargaining power, organizational maturity, and etc. There are no obvious reasons to believe that the success factors of the two groups are identical. Grouping the two groups also raises questions on measuring the system success. The benefits from utilizing the systems may not be commonly distributed to the two groups. One group's benefits might be realized at the expenses of the other group considering the situation where vendors participating in SCM systems are under continuous pressures from the focus companies with respect to prices, quality, and delivery time. Therefore, by combining the system outcomes of both groups we cannot measure the system benefits obtained by each group correctly. Second, the measures of system success adopted in the previous researches have shortcoming in measuring the SCM success. User satisfaction, system utilization, and user attitudes toward the systems are most commonly used success measures in the existing studies. These measures have been developed as proxy variables in the studies of decision support systems (DSS) where the contribution of the systems to the organization performance is very difficult to measure. Unlike the DSS, the SCM systems have more specific goals, such as cost saving, inventory reduction, quality improvement, rapid time, and higher customer service. We maintain that more specific measures can be developed instead of proxy variables in order to measure the system benefits correctly. The purpose of this study is to find the determinants of SCM systems success in the perspective of vendor companies. In developing the research model, we have focused on selecting the success factors appropriate for the vendors through reviewing past researches and on developing more accurate success measures. The variables can be classified into following: technological, organizational, and environmental factors on the basis of TOE (Technology-Organization-Environment) framework. The model consists of three independent variables (competition intensity, top management support, and information system maturity), one mediating variable (collaboration), one moderating variable (government support), and a dependent variable (system success). The systems success measures have been developed to reflect the operational benefits of the SCM systems; improvement in planning and analysis capabilities, faster throughput, cost reduction, task integration, and improved product and customer service. The model has been validated using the survey data collected from 122 vendors participating in the SCM systems in Korea. To test for mediation, one should estimate the hierarchical regression analysis on the collaboration. And moderating effect analysis should estimate the moderated multiple regression, examines the effect of the government support. The result shows that information system maturity and top management support are the most important determinants of SCM system success. Supply chain technologies that standardize data formats and enhance information sharing may be adopted by supply chain leader organization because of the influence of focal company in the private industrial networks in order to streamline transactions and improve inter-organization communication. Specially, the need to develop and sustain an information system maturity will provide the focus and purpose to successfully overcome information system obstacles and resistance to innovation diffusion within the supply chain network organization. The support of top management will help focus efforts toward the realization of inter-organizational benefits and lend credibility to functional managers responsible for its implementation. The active involvement, vision, and direction of high level executives provide the impetus needed to sustain the implementation of SCM. The quality of collaboration relationships also is positively related to outcome variable. Collaboration variable is found to have a mediation effect between on influencing factors and implementation success. Higher levels of inter-organizational collaboration behaviors such as shared planning and flexibility in coordinating activities were found to be strongly linked to the vendors trust in the supply chain network. Government support moderates the effect of the IS maturity, competitive intensity, top management support on collaboration and implementation success of SCM. In general, the vendor companies face substantially greater risks in SCM implementation than the larger companies do because of severe constraints on financial and human resources and limited education on SCM systems. Besides resources, Vendors generally lack computer experience and do not have sufficient internal SCM expertise. For these reasons, government supports may establish requirements for firms doing business with the government or provide incentives to adopt, implementation SCM or practices. Government support provides significant improvements in implementation success of SCM when IS maturity, competitive intensity, top management support and collaboration are low. The environmental characteristic of competition intensity has no direct effect on vendor perspective of SCM system success. But, vendors facing above average competition intensity will have a greater need for changing technology. This suggests that companies trying to implement SCM systems should set up compatible supply chain networks and a high-quality collaboration relationship for implementation and performance.

A Study on Knowledge Entity Extraction Method for Individual Stocks Based on Neural Tensor Network (뉴럴 텐서 네트워크 기반 주식 개별종목 지식개체명 추출 방법에 관한 연구)

  • Yang, Yunseok;Lee, Hyun Jun;Oh, Kyong Joo
    • Journal of Intelligence and Information Systems
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    • v.25 no.2
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    • pp.25-38
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    • 2019
  • Selecting high-quality information that meets the interests and needs of users among the overflowing contents is becoming more important as the generation continues. In the flood of information, efforts to reflect the intention of the user in the search result better are being tried, rather than recognizing the information request as a simple string. Also, large IT companies such as Google and Microsoft focus on developing knowledge-based technologies including search engines which provide users with satisfaction and convenience. Especially, the finance is one of the fields expected to have the usefulness and potential of text data analysis because it's constantly generating new information, and the earlier the information is, the more valuable it is. Automatic knowledge extraction can be effective in areas where information flow is vast, such as financial sector, and new information continues to emerge. However, there are several practical difficulties faced by automatic knowledge extraction. First, there are difficulties in making corpus from different fields with same algorithm, and it is difficult to extract good quality triple. Second, it becomes more difficult to produce labeled text data by people if the extent and scope of knowledge increases and patterns are constantly updated. Third, performance evaluation is difficult due to the characteristics of unsupervised learning. Finally, problem definition for automatic knowledge extraction is not easy because of ambiguous conceptual characteristics of knowledge. So, in order to overcome limits described above and improve the semantic performance of stock-related information searching, this study attempts to extract the knowledge entity by using neural tensor network and evaluate the performance of them. Different from other references, the purpose of this study is to extract knowledge entity which is related to individual stock items. Various but relatively simple data processing methods are applied in the presented model to solve the problems of previous researches and to enhance the effectiveness of the model. From these processes, this study has the following three significances. First, A practical and simple automatic knowledge extraction method that can be applied. Second, the possibility of performance evaluation is presented through simple problem definition. Finally, the expressiveness of the knowledge increased by generating input data on a sentence basis without complex morphological analysis. The results of the empirical analysis and objective performance evaluation method are also presented. The empirical study to confirm the usefulness of the presented model, experts' reports about individual 30 stocks which are top 30 items based on frequency of publication from May 30, 2017 to May 21, 2018 are used. the total number of reports are 5,600, and 3,074 reports, which accounts about 55% of the total, is designated as a training set, and other 45% of reports are designated as a testing set. Before constructing the model, all reports of a training set are classified by stocks, and their entities are extracted using named entity recognition tool which is the KKMA. for each stocks, top 100 entities based on appearance frequency are selected, and become vectorized using one-hot encoding. After that, by using neural tensor network, the same number of score functions as stocks are trained. Thus, if a new entity from a testing set appears, we can try to calculate the score by putting it into every single score function, and the stock of the function with the highest score is predicted as the related item with the entity. To evaluate presented models, we confirm prediction power and determining whether the score functions are well constructed by calculating hit ratio for all reports of testing set. As a result of the empirical study, the presented model shows 69.3% hit accuracy for testing set which consists of 2,526 reports. this hit ratio is meaningfully high despite of some constraints for conducting research. Looking at the prediction performance of the model for each stocks, only 3 stocks, which are LG ELECTRONICS, KiaMtr, and Mando, show extremely low performance than average. this result maybe due to the interference effect with other similar items and generation of new knowledge. In this paper, we propose a methodology to find out key entities or their combinations which are necessary to search related information in accordance with the user's investment intention. Graph data is generated by using only the named entity recognition tool and applied to the neural tensor network without learning corpus or word vectors for the field. From the empirical test, we confirm the effectiveness of the presented model as described above. However, there also exist some limits and things to complement. Representatively, the phenomenon that the model performance is especially bad for only some stocks shows the need for further researches. Finally, through the empirical study, we confirmed that the learning method presented in this study can be used for the purpose of matching the new text information semantically with the related stocks.

An Institutional Approach for Application of the Contracting-out in City Parks - Focused on the Case Study of City Park Management of Seongnam City - (도시공원의 민간위탁 적용을 위한 제도적 방안 - 성남시 도시공원 운영사례를 중심으로 -)

  • Byeon, Jae-Sang;Kim, In-Ho;Shin, Sang-Hyun
    • Journal of the Korean Institute of Landscape Architecture
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    • v.39 no.5
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    • pp.33-47
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    • 2011
  • One of the most fundamental jobs of contemporary government is to look into various ways of providing its citizens with the best service work. This study aims to establish a procedure through which to consign the management of city parks to private companies, thus inviting participation and satisfaction on the part of citizens. In particular, this procedure includes creating a system of selecting private managing companies, for instance, specifying standards of selection and assembling selection committees. The results of this study can be summarized as follows. First, city parks can be managed better by private companies than by local governments in terms of cost cuts, personnel training, business efficiency, and know-how accumulation. The legal background for this is found in central and local legal articles. Second, it is recommended that the selection committee be composed of 6 to 9 members, both insiders and outsiders. In addition to selecting private managing companies for contracting-out, the committee should under take the role of consulting on how to perform and revise selecting standards, so that they can continue to improve these procedures. Third, the decision on private management should be noticed in advance and be made based on standards considering each local government's condition. These standards should consider the aspects of the public good, cost saving, quality of service, managing supervision, and citizen participation. The committee's assessment takes into account both the quality and the quantity of the standards. Fourth, the contracting-out for city park management should follow the order of: announcing consignment and receiving applicants, organizing selection committees and assessing applications, selecting and contracting, midterm evaluation, and re-announcement and re-consignment. To run city parks through the contracting-out is expected to increase the number of park visitors. Additionally, private consignment will involve a participation of diverse citizenship, thus playing an important role in city parks' building of a green-culture community.

Personalized Recommendation System for IPTV using Ontology and K-medoids (IPTV환경에서 온톨로지와 k-medoids기법을 이용한 개인화 시스템)

  • Yun, Byeong-Dae;Kim, Jong-Woo;Cho, Yong-Seok;Kang, Sang-Gil
    • Journal of Intelligence and Information Systems
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    • v.16 no.3
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    • pp.147-161
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    • 2010
  • As broadcasting and communication are converged recently, communication is jointed to TV. TV viewing has brought about many changes. The IPTV (Internet Protocol Television) provides information service, movie contents, broadcast, etc. through internet with live programs + VOD (Video on demand) jointed. Using communication network, it becomes an issue of new business. In addition, new technical issues have been created by imaging technology for the service, networking technology without video cuts, security technologies to protect copyright, etc. Through this IPTV network, users can watch their desired programs when they want. However, IPTV has difficulties in search approach, menu approach, or finding programs. Menu approach spends a lot of time in approaching programs desired. Search approach can't be found when title, genre, name of actors, etc. are not known. In addition, inserting letters through remote control have problems. However, the bigger problem is that many times users are not usually ware of the services they use. Thus, to resolve difficulties when selecting VOD service in IPTV, a personalized service is recommended, which enhance users' satisfaction and use your time, efficiently. This paper provides appropriate programs which are fit to individuals not to save time in order to solve IPTV's shortcomings through filtering and recommendation-related system. The proposed recommendation system collects TV program information, the user's preferred program genres and detailed genre, channel, watching program, and information on viewing time based on individual records of watching IPTV. To look for these kinds of similarities, similarities can be compared by using ontology for TV programs. The reason to use these is because the distance of program can be measured by the similarity comparison. TV program ontology we are using is one extracted from TV-Anytime metadata which represents semantic nature. Also, ontology expresses the contents and features in figures. Through world net, vocabulary similarity is determined. All the words described on the programs are expanded into upper and lower classes for word similarity decision. The average of described key words was measured. The criterion of distance calculated ties similar programs through K-medoids dividing method. K-medoids dividing method is a dividing way to divide classified groups into ones with similar characteristics. This K-medoids method sets K-unit representative objects. Here, distance from representative object sets temporary distance and colonize it. Through algorithm, when the initial n-unit objects are tried to be divided into K-units. The optimal object must be found through repeated trials after selecting representative object temporarily. Through this course, similar programs must be colonized. Selecting programs through group analysis, weight should be given to the recommendation. The way to provide weight with recommendation is as the follows. When each group recommends programs, similar programs near representative objects will be recommended to users. The formula to calculate the distance is same as measure similar distance. It will be a basic figure which determines the rankings of recommended programs. Weight is used to calculate the number of watching lists. As the more programs are, the higher weight will be loaded. This is defined as cluster weight. Through this, sub-TV programs which are representative of the groups must be selected. The final TV programs ranks must be determined. However, the group-representative TV programs include errors. Therefore, weights must be added to TV program viewing preference. They must determine the finalranks.Based on this, our customers prefer proposed to recommend contents. So, based on the proposed method this paper suggested, experiment was carried out in controlled environment. Through experiment, the superiority of the proposed method is shown, compared to existing ways.

Characteristic Analysis of the Changes of Landscape Architecture Construction Costs in Time-series - Focused on the Cases of Works of Public Institution's at Capital Area - (아파트단지 조경 공사비의 공종별 경년변화 특성 분석 - 공공기관 시행의 수도권 아파트단지를 중심으로 -)

  • Park, Sang-Jin;Cho, Se-Hwan
    • Journal of the Korean Institute of Landscape Architecture
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    • v.43 no.6
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    • pp.150-159
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    • 2015
  • This study was conducted for the purpose of presenting basic data for calculating a more reasonable landscaping project cost in the future through the construction cost calculation ratio of scenic planting and facilities and their time series trend analysis targeting 'J' corporation, a representative Korean public institution that creates apartment complexes. This study targeted scenic planting and the facility construction costs of 37 apartment complexes in the capital area from 2004 to 2012, using statistical analysis methods such as technical analysis, correlation analysis, and regression analysis to analyze the characteristics of the time series change. The conclusion was drawn as follows. First, breaking down the cost of overall landscaping projects to scenic planting and facility construction, the ratio of the average cost of scenic planting to that of facility construction showed 56.1% to 43.9% from 2004 to 2012. Second, the costs of planting construction and facility construction both showed a fluctuation range of about ${\pm}3%$, implying relatively steady costs considering the inflation rate. Third, the landscape construction cost for each type of construction resulted in a fluctuation range from minimum ${\pm}3%$(exercise facility) to maximum ${\pm}5%$(packing facility), reflecting that among the landscaping projects, the facility construction costs tended to show relatively large fluctuations in accordance with the change of time series. Fourth, the comprehensive indication of the ratio of landscaping project costs by time series and landscaping construction type implies that the regional characteristics and positional condition of the apartment complexes were not reflected sufficiently. Fifth, the high level of correlation of landscaping construction types and landscaping construction elements imply that the entire construction costs were controlled through partial adjustment of cost components within the overall frame of construction cost. These results reveal the problems of standardized landscaping cost irrespective of user satisfaction or environmental traits such as the conditions of the apartment complexes.

A Study on Consumer Characteristics According to Social Media Use Clusters When Purchasing Agri-food Online (온라인 농식품 구매시 소셜미디어 이용 군집에 따른 소비자특성에 대한 연구)

  • Lee, Myoung-Kwan;Park, Sang-Hyeok;Kim, Yeon-Jong
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.16 no.4
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    • pp.195-209
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    • 2021
  • According to the 2019-2020 social media usage survey conducted by the Seoul e-commerce center, 5 out of 10 consumers have experienced shopping through social media. The cost of traditional advertising media has been reduced and advertising spending on social media has risen by 74%, indicating that social media is becoming a more important marketing element. While the number of users of social media has increased and corporate marketing activities have increased accordingly, research has been conducted in various aspects of marketing such as user motivation for social media, satisfaction, and purchase intention. There was no subdivided study on the differences in the social media usage frequency of consumers in actual purchasing behavior. This study attempted to identify differences in consumer characteristics by cluster in the agrifood purchase situation by grouping them by type according to the frequency of use of social media for consumers who purchase agri-food online. Product involvement, product need, and online purchase channel Consumer characteristics such as demographic distribution, perceived risk, and eating and lifestyle in each cluster were checked for the three agrifood purchase situations including choice, and types for each cluster were presented. To this end, questionnaire data on the frequency of social media use and online agrifood purchase behavior were collected from 245 consumers, and the validity of the measurement variables was secured through factor analysis and reliability analysis. As a result of cluster analysis according to the frequency of social media use, it was divided into three clusters. The first cluster was a group that mainly used open social media, and the second cluster was a group that used both open and closed social media and online shopping malls; The third cluster was a group with low online media usage overall, and the characteristics of each cluster appeared. Through regression analysis, the effect on product involvement, product need, and purchase channel selection when purchasing agri-food online through each of the three clusters was confirmed through regression analysis. As a result of the regression analysis, the characteristic of cluster 1 in the situation of purchasing agri-food online is a male in his 30s living in a rural area who has no reluctance to purchase agri-food on social media or online shopping malls. The characteristics of cluster 2 are mainly consumers who are interested in purchasing health food, and the consumer characteristics are represented. In the case of cluster 3, when purchasing products online, they purchase after considering quality and price a lot, and the consumer characteristics are represented as people who are more confident in purchasing offline than online. Through this study, it is judged that by identifying the differences in consumer characteristics that appear in the agri-food purchase situation according to the frequency of social media use, it can be helpful in strategic judgments in marketing practice on social media customer targeting and customer segmentation.