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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.

Analysis of News Agenda Using Text mining and Semantic Network Analysis: Focused on COVID-19 Emotions (텍스트 마이닝과 의미 네트워크 분석을 활용한 뉴스 의제 분석: 코로나 19 관련 감정을 중심으로)

  • Yoo, So-yeon;Lim, Gyoo-gun
    • Journal of Intelligence and Information Systems
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    • v.27 no.1
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    • pp.47-64
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    • 2021
  • The global spread of COVID-19 around the world has not only affected many parts of our daily life but also has a huge impact on many areas, including the economy and society. As the number of confirmed cases and deaths increases, medical staff and the public are said to be experiencing psychological problems such as anxiety, depression, and stress. The collective tragedy that accompanies the epidemic raises fear and anxiety, which is known to cause enormous disruptions to the behavior and psychological well-being of many. Long-term negative emotions can reduce people's immunity and destroy their physical balance, so it is essential to understand the psychological state of COVID-19. This study suggests a method of monitoring medial news reflecting current days which requires striving not only for physical but also for psychological quarantine in the prolonged COVID-19 situation. Moreover, it is presented how an easier method of analyzing social media networks applies to those cases. The aim of this study is to assist health policymakers in fast and complex decision-making processes. News plays a major role in setting the policy agenda. Among various major media, news headlines are considered important in the field of communication science as a summary of the core content that the media wants to convey to the audiences who read it. News data used in this study was easily collected using "Bigkinds" that is created by integrating big data technology. With the collected news data, keywords were classified through text mining, and the relationship between words was visualized through semantic network analysis between keywords. Using the KrKwic program, a Korean semantic network analysis tool, text mining was performed and the frequency of words was calculated to easily identify keywords. The frequency of words appearing in keywords of articles related to COVID-19 emotions was checked and visualized in word cloud 'China', 'anxiety', 'situation', 'mind', 'social', and 'health' appeared high in relation to the emotions of COVID-19. In addition, UCINET, a specialized social network analysis program, was used to analyze connection centrality and cluster analysis, and a method of visualizing a graph using Net Draw was performed. As a result of analyzing the connection centrality between each data, it was found that the most central keywords in the keyword-centric network were 'psychology', 'COVID-19', 'blue', and 'anxiety'. The network of frequency of co-occurrence among the keywords appearing in the headlines of the news was visualized as a graph. The thickness of the line on the graph is proportional to the frequency of co-occurrence, and if the frequency of two words appearing at the same time is high, it is indicated by a thick line. It can be seen that the 'COVID-blue' pair is displayed in the boldest, and the 'COVID-emotion' and 'COVID-anxiety' pairs are displayed with a relatively thick line. 'Blue' related to COVID-19 is a word that means depression, and it was confirmed that COVID-19 and depression are keywords that should be of interest now. The research methodology used in this study has the convenience of being able to quickly measure social phenomena and changes while reducing costs. In this study, by analyzing news headlines, we were able to identify people's feelings and perceptions on issues related to COVID-19 depression, and identify the main agendas to be analyzed by deriving important keywords. By presenting and visualizing the subject and important keywords related to the COVID-19 emotion at a time, medical policy managers will be able to be provided a variety of perspectives when identifying and researching the regarding phenomenon. It is expected that it can help to use it as basic data for support, treatment and service development for psychological quarantine issues related to COVID-19.

Using Transportation Card Data to Analyze City Bus Use in the Ulsan Metropolitan City Area (교통카드를 활용한 시내버스의 현황 분석에 관한 연구 - 울산광역시 사례를 중심으로 -)

  • Choi, Yang-won;Kim, Ik-Ki
    • KSCE Journal of Civil and Environmental Engineering Research
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    • v.40 no.6
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    • pp.603-611
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    • 2020
  • This study collected and analyzed transportation card data in order to better understand the operation and usage of city buses in Ulsan Metropolitan City in Korea. The analysis used quantitative and qualitative indicators according to the characteristics of the data, and also the categories were classified as general status, operational status, and satisfaction. The existing city bus survey method has limitations in terms of survey scale and in the survey process itself, which incurs various types of errors as well as requiring a lot of time and money to conduct. In particular, the bus means indicators calculated using transportation card data were analyzed to compensate for the shortcomings of the existing operational status survey methods that rely entirely on site surveys. The city bus index calculated by using the transportation card data involves quantitative operation status data related to the user, and this results in the advantage of being able to conduct a complete survey without any data loss in the data collection process. We took the transportation card data from the entire city bus network of Ulsan Metropolitan City on Wednesday April 3, 2019. The data included information about passenger numbers/types, bus types, bus stops, branches, bus operators, transfer information, and so on. From the data analysis, it was found that a total of 234,477 people used the city bus on the one day, of whom 88.6% were adults and 11.4% were students. In addition, the stop with the most passengers boarding and alighting was Industrial Tower (10,861 people), A total of 20,909 passengers got on and off during the peak evening period of 5 PM to 7 PM, and 13,903 passengers got on and off the No. 401 bus route. In addition, the top 26 routes in terms of the highest number of passengers occupied 50% of the total passengers, and the top five bus companies carried more than 70% of passengers, while 62.46% of the total routes carried less than 500 passengers per day. Overall, it can be said that this study has great significance in that it confirmed the possibility of replacing the existing survey method by analyzing city bus use by using transportation card data for Ulsan Metropolitan City. However, due to limitations in the collection of available data, analysis was performed only on one matched data, attempts to analyze time series data were not made, and the scope of analysis was limited because of not considering a methodology for efficiently analyzing large amounts of real-time data.

Temperature and Solar Radiation Prediction Performance of High-resolution KMAPP Model in Agricultural Areas: Clear Sky Case Studies in Cheorwon and Jeonbuk Province (고해상도 규모상세화모델 KMAPP의 농업지역 기온 및 일사량 예측 성능: 맑은 날 철원 및 전북 사례 연구)

  • Shin, Seoleun;Lee, Seung-Jae;Noh, Ilseok;Kim, Soo-Hyun;So, Yun-Young;Lee, Seoyeon;Min, Byung Hoon;Kim, Kyu Rang
    • Korean Journal of Agricultural and Forest Meteorology
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    • v.22 no.4
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    • pp.312-326
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    • 2020
  • Generation of weather forecasts at 100 m resolution through a statistical downscaling process was implemented by Korea Meteorological Administration Post- Processing (KMAPP) system. The KMAPP data started to be used in various industries such as hydrologic, agricultural, and renewable energy, sports, etc. Cheorwon area and Jeonbuk area have horizontal planes in a relatively wide range in Korea, where there are many complex mountainous areas. Cheorwon, which has a large number of in-situ and remotely sensed phenological data over large-scale rice paddy cultivation areas, is considered as an appropriate area for verifying KMAPP prediction performance in agricultural areas. In this study, the performance of predicting KMAPP temperature changes according to ecological changes in agricultural areas in Cheorwon was compared and verified using KMA and National Center for AgroMeteorology (NCAM) observations. Also, during the heat wave in Jeonbuk Province, solar radiation forecast was verified using Automated Synoptic Observing System (ASOS) data to review the usefulness of KMAPP forecast data as input data for application models such as livestock heat stress models. Although there is a limit to the need for more cases to be collected and selected, the improvement in post-harvest temperature forecasting performance in agricultural areas over ordinary residential areas has led to indirect guesses of the biophysical and phenological effects on forecasting accuracy. In the case of solar radiation prediction, it is expected that KMAPP data will be used in the application model as detailed regional forecast data, as it tends to be consistent with observed values, although errors are inevitable due to human activity in agricultural land and data unit conversion.

Sapflux Measurement Database Using Granier's Heat Dissipation Method and Heat Pulse Method (수액류 측정 데이터베이스: 그래니어(Granier) 센서 열손실탐침법(Heat Dissipation Method)과 열파동법(Heat Pulse Method)을 이용한 수액류 측정)

  • Lee, Minsu;Park, Juhan;Cho, Sungsik;Moon, Minkyu;Ryu, Daun;Lee, Hoontaek;Lee, Hojin;Kim, Sookyung;Kim, Taekyung;Byeon, Siyeon;Jeon, Jihyun;Bhusal, Narayan;Kim, Hyun Seok
    • Korean Journal of Agricultural and Forest Meteorology
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    • v.22 no.4
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    • pp.327-339
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    • 2020
  • Transpiration is the movement of water into the atmosphere through leaf stomata of plant, and it accounts for more than half of evapotranspiration from the land surface. The measurements of transpiration could be conducted in various ways including eddy covariance and water balance method etc. However, the transpiration measurements of individual trees are necessary to quantify and compare the water use of each species and individual component within stands. For the measurement of the transpiration by individual tree, the thermometric methods such as heat dissipation and heat pulse methods are widely used. However, it is difficult and labor consuming to maintain the transpiration measurements of individual trees in a wide range area and especially for long-term experiment. Therefore, the sharing of sapflow data through database should be useful to promote the studies on transpiration and water balance for large spatial scale. In this paper, we present sap flow database, which have Granier type sap flux data from 18 Korean pine (Pinus koraiensis) since 2011 and 16 (Quercus aliena) since 2013 in Mt.Taehwa Seoul National University forest and 18 needle fir (Abies holophylla), seven (Quercus serrata), three (Carpinus laxiflora and C. cordata each since 2013 in Gwangneung. In addition, the database includes the sapling transpiration of nine species (Prunus sargentii, Larix kaempferii, Quercus accutisima, Pinus densiflora, Fraxinus rhynchophylla, Chamecypans obtuse, P. koraiensis, Betulla platyphylla, A. holophylla, Pinus thunbergii), which were measured using heat pulse method since 2018. We believe this is the first database to share the sapflux data in Rep. of Korea, and we wish our database to be used by other researchers and contribute a variety of researches in this field.

Seed Productivity of Spring Sown Italian Ryegrass(Lolium multiflorum Lam.) Depending on Seeding Rate in Gangwon Province (강원 산간 지역에서 봄철 파종량에 따른 이탈리안 라이그라스(Lolium multiflorum Lam.)의 종자 생산성)

  • Jeong, Eun Chan;Kim, Hak Jin;Li, Yan Fen;Kim, Meing Joong;Ji, Hee Chung;Kim, Jong Geun
    • Journal of The Korean Society of Grassland and Forage Science
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    • v.41 no.1
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    • pp.23-28
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    • 2021
  • This experiment was conducted to compare the seed productivity of Spring sown Italian ryegrass(Lolium multiflorum Lam.) depending on the seeding rates(20kg/ha, 30kg/ha, 40kg/ha) in Gangwon region. The experiment was a randomized block design with three replications. The test plots were located in alpine areas of about 600 m above sea level in Gangwon province. The tested Italian ryegrass variety was 'Greencall' developed by the National Institute of Animal Science, RDA. Italian Ryegrass was sown on March 26, 2020, and the seed harvesting was on the 60th day(2 July) from heading date. The heading date was May 8 with no difference, There were no significant differences in the agronomic characteristics including plant height. 30kg/ha seed rate was the highest at 146.8 seed/spike and 40kg/ha seed rate was the lowest at 114.7 seed/spike for the number of seeds per spike. The number of spikes per unit area was the highest in 40kg/ha at 886/㎡ and the lowest in 20kg/ha at 750/㎡. The yield of seed and straw was the highest in 40kg/ha at 1,288kg/ha and 2,970kg/ha respectively, but there was no difference. From the above results, the production of Italian ryegrass seeds through spring sowing in the Gangwon region is not much than autumn seeding, requiring the input of various technologies to increase productivity in the future, and it is desirable to determine the production cost through economic analysis was evaluated.

Ginseng Research in Natural Products Research Institute (NPRI) and the Pharmaceutical Industry Complex in Gaesong (생약연구소의 인삼연구와 약도개성)

  • Park, Ju-young
    • Journal of Ginseng Culture
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    • v.3
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    • pp.54-73
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    • 2021
  • The Natural Products Research Institute (NPRI, 生藥硏究所), an institution affiliated with Keijo Imperial University (京城帝國大學), was the predecessor of the NPRI at Seoul National University and a comprehensive research institute that focused on ginseng research during the Japanese colonial era. It was established under the leadership of Noriyuki Sugihara (杉原德行), a professor of the second lecture in pharmacology at the College of Medicine in Keijo Imperial University. Prof. Sugihara concentrated on studying Korean ginseng and herbal medicine beginning in 1926 when the second lecture of pharmacology was established. In addition to Prof. Sugihara, who majored in medicine and pharmacology, Kaku Tenmin (加來天民), an assistant professor who majored in pharmacy; Tsutomu Ishidoya (石戶谷勉), a lecturer who majored in agriculture and forestry; and about 36 researchers actively worked in the laboratory before the establishment of the NPRI in 1939. Among these personnel, approximately 14 Korean researchers had basic medical knowledge, derived mostly from specialized schools, such as medical, dental, and pharmaceutical institutions. As part of the initiative to explore the medicinal herbs of Joseon, the number of Korean researchers increased beginning in 1930. This increase started with Min Byung-Ki (閔丙祺) and Kim Ha-sik (金夏植). The second lecture of pharmacology presented various research results in areas covering medicinal plants in Joseon as well as pharmacological actions and component analyses of herbal medicines. It also conducted joint research with variousinstitutions. Meanwhile, in Gaesong (開城), the largest ginseng-producing area in Korea, the plan for the Pharmaceutical Industry Complex was established in 1935. This was a large-scale project aimed at generating profits through research on and the mass production of drugs and the reformation of the ginseng industry under collaboration among the Gaesong Ministry, Kwandong (關東) military forces, Keijo Imperial University, and private organizations. In 1936 and 1938, the Gyeonggi Provincial Medicinal Plant Research Institute (京畿道立 藥用植物硏究所) and the Herb Garden of Keijo Imperial University (京城帝國大學 藥草園) and Pharmaceutical Factory were established, respectively. These institutions merged to become Keijo Imperial University's NPRI, which wasthen overseen by Prof. Sugihara as director. Aside from conducting pharmacological research on ginseng, the NPRI devoted efforts to the development and sale of ginseng-based drugs, such as Sunryosam (鮮麗蔘), and the cultivation of ginseng. In 1941, the Jeju Urban Test Center (濟州島試驗場) was established, and an insecticide called Pancy (パンシ) was produced using Jeju-do medicinal herbs. However, even before research results were published in earnest, Japanese researchers, including Prof. Sugihara, hurriedly returned to Japan in 1945 because of the surrender of Japanese forces and the liberation of Korea. The NPRI was handed over to Seoul National University and led by Prof. Oh Jin-Sup (吳鎭燮), a former medical student at Keijo Imperial University. Scholars such as Woo Lin-Keun (禹麟根) and Seok Joo-Myung (石宙明) worked diligently to deal with the Korean pharmaceutical industry.

Spectral Band Selection for Detecting Fire Blight Disease in Pear Trees by Narrowband Hyperspectral Imagery (초분광 이미지를 이용한 배나무 화상병에 대한 최적 분광 밴드 선정)

  • Kang, Ye-Seong;Park, Jun-Woo;Jang, Si-Hyeong;Song, Hye-Young;Kang, Kyung-Suk;Ryu, Chan-Seok;Kim, Seong-Heon;Jun, Sae-Rom;Kang, Tae-Hwan;Kim, Gul-Hwan
    • Korean Journal of Agricultural and Forest Meteorology
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    • v.23 no.1
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    • pp.15-33
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    • 2021
  • In this study, the possibility of discriminating Fire blight (FB) infection tested using the hyperspectral imagery. The reflectance of healthy and infected leaves and branches was acquired with 5 nm of full width at high maximum (FWHM) and then it was standardized to 10 nm, 25 nm, 50 nm, and 80 nm of FWHM. The standardized samples were divided into training and test sets at ratios of 7:3, 5:5 and 3:7 to find the optimal bands of FWHM by the decision tree analysis. Classification accuracy was evaluated using overall accuracy (OA) and kappa coefficient (KC). The hyperspectral reflectance of infected leaves and branches was significantly lower than those of healthy green, red-edge (RE) and near infrared (NIR) regions. The bands selected for the first node were generally 750 and 800 nm; these were used to identify the infection of leaves and branches, respectively. The accuracy of the classifier was higher in the 7:3 ratio. Four bands with 50 nm of FWHM (450, 650, 750, and 950 nm) might be reasonable because the difference in the recalculated accuracy between 8 bands with 10 nm of FWHM (440, 580, 640, 660, 680, 710, 730, and 740 nm) and 4 bands was only 1.8% for OA and 4.1% for KC, respectively. Finally, adding two bands (550 nm and 800 nm with 25 nm of FWHM) in four bands with 50 nm of FWHM have been proposed to improve the usability of multispectral image sensors with performing various roles in agriculture as well as detecting FB with other combinations of spectral bands.

A Machine Learning-based Total Production Time Prediction Method for Customized-Manufacturing Companies (주문생산 기업을 위한 기계학습 기반 총생산시간 예측 기법)

  • Park, Do-Myung;Choi, HyungRim;Park, Byung-Kwon
    • Journal of Intelligence and Information Systems
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    • v.27 no.1
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    • pp.177-190
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    • 2021
  • Due to the development of the fourth industrial revolution technology, efforts are being made to improve areas that humans cannot handle by utilizing artificial intelligence techniques such as machine learning. Although on-demand production companies also want to reduce corporate risks such as delays in delivery by predicting total production time for orders, they are having difficulty predicting this because the total production time is all different for each order. The Theory of Constraints (TOC) theory was developed to find the least efficient areas to increase order throughput and reduce order total cost, but failed to provide a forecast of total production time. Order production varies from order to order due to various customer needs, so the total production time of individual orders can be measured postmortem, but it is difficult to predict in advance. The total measured production time of existing orders is also different, which has limitations that cannot be used as standard time. As a result, experienced managers rely on persimmons rather than on the use of the system, while inexperienced managers use simple management indicators (e.g., 60 days total production time for raw materials, 90 days total production time for steel plates, etc.). Too fast work instructions based on imperfections or indicators cause congestion, which leads to productivity degradation, and too late leads to increased production costs or failure to meet delivery dates due to emergency processing. Failure to meet the deadline will result in compensation for delayed compensation or adversely affect business and collection sectors. In this study, to address these problems, an entity that operates an order production system seeks to find a machine learning model that estimates the total production time of new orders. It uses orders, production, and process performance for materials used for machine learning. We compared and analyzed OLS, GLM Gamma, Extra Trees, and Random Forest algorithms as the best algorithms for estimating total production time and present the results.

Business Incubator Manager's Competency Characteristics Affect Organizational Commitment and Work Performance : Focused on the Manager's Self-Efficacy (창업보육센터 매니저의 역량 특성이 조직몰입과 업무성과에 미치는 영향 : 매니저의 자기효능감을 중심으로)

  • Park, Sang-Ho;Kang, Shin-Cheol
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.16 no.1
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    • pp.71-85
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    • 2021
  • Representative domestic start-up support organizations include the Business Incubator(BI), Korea Institute of Startup & Entrepreneurship Development(KISED), Techno Park(TP), and Center of Creative Economy Innovation(CCEI), and there are about 260 Business incubator nationwide. The Business incubator is operated by universities, research institutes, and private foundations or associations. The organization consists of the center director and the incubating professionals (hereinafter referred to as "manager"), etc., and performs tasks such as center operation management and incubation support services for tenant companies. Until now, research on the operation of Business Incubator has been mainly focused on the performance of tenant companies. Studies on whether the manager's competency characteristics directly or indirectly affect the performance of the tenant companies through psychological mediators such as self-efficacy and organizational commitment were very scarce. The purpose of this study is to explore various factors influencing organizational commitment and job performance by the competence characteristics of Business incubator managers, and to explain the causal relationship among those factors. In particular, the difference in perception was investigated by a manager's survey that influences organizational commitment and work performance at the Business incubator. Through this, we intend to present practical implications for the role of managers in the operation of Business incubators. This study is an exploratory study, and the subject of the study was a survey of about 600 managers working at Business incubator nationwide, of which 116 responses were analyzed. Data analysis included descriptive statistics, exploratory factor analysis, and reliability. Structural equation model analysis was performed for hypothesis tests. As a result of the analysis, it was found that the cognitive characteristics of the Business incubator manager, communication, and situational response as the behavioral characteristics had a positive effect on the manager's self-efficacy, and the behavioral characteristics had a greater effect on the self-efficacy. It was also found that the manager's cognitive and behavioral characteristics, and self-efficacy had a positive effect on organizational commitment and work performance. In particular, a manager's self-efficacy has a positive effect on organizational commitment and work performance. This result showed that the manager's competency characteristics increase the manager's self-efficacy as a mediating factor rather than directly affecting organizational commitment and work performance. This study explains that the manager's competency characteristics are transferred to organizational commitment and work performance. The results of the study are expected to reflect the job standard of the National Competency Standards (NCS) and basic vocational competency to the job competency of managers, and it also provides a guideline for the effective business incubator operation in terms of human resource management. In practice, it is expected that the results of the study can reflect the vocational basic skills of the Business Incubator manager's job competency in the National Competency Standards(NCS) section, and suggest directions for the operation of the Business Incubator and the manager's education and training.