• 한국컴퓨터정보학회논문지
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• 제7권2호
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• pp.179-186
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• 2002

웹에서는 고객을 대상으로 하는 e-CRM을 실현하기 위해 개인의 취향과 습관을 고려하여 서비스를 제공하는 '개인화(Personalization)'가 인터넷 서비스 업체 및 사용자들의 관심을 모으고 있다. 즉, 개인화가 e-비즈니스(business)의 새로운 경쟁전략으로 떠오르고 있는 것이다. 본 연구에서는 인터넷상에서 고객 관계를 중요시하는 e-CRM(Customer Relationship Management)의 기본이 되는 개인화에 대해서 살펴보았으며. e-CRM(Customer Relationship Management)을 이용하여 개인화를 실현하기 위한 마케팅 전략의 발전방향에 대해서 논의하겠다. 또 이를 근간으로 본 논문에서는 현재 진행되고 있는 일대일(one-to-one) 마케팅을 기본으로 하는 개인화(Personalization)의 문제점이 무엇인지 알아보고, 보다 진보한 e-CRM구축을 위해 야후!(Yahoo.com)의 마케팅 담당 부사장인 세스고딘(Seth Godin)의 퍼미션 마케팅(Permission Marketing)을 적용한 새로운 개인화(Personalization) 기법을 제시한다.

• 대한안전경영과학회지
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• 제5권3호
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• pp.107-119
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• 2003

Expectation and interest about e-CRM are rising for more efficient customer management in on-line including electronic commerce. The decision-making tree can be used usefully as the data mining technology for e-CRM. In this paper, the representative decision making techniques, CART, C4.5, CHAID analyzed the differences in personalization point of view with actuality customer data through an experiment. With these analysis data, it is proposed a new decision-making tree system that has big advantage in personalization techniques. Through new system, it can get following advantage. First, it can form superior model more qualitatively in personalization by adding individual's weight value. Second it can supply information personalized more to customer. Third, it can have high position about customer's loyalty than other site of similar types of business. Fourth, it can reduce expense that cost marketing and decision-making. Fifth, it becomes possible that know that customer through smooth communication with customer who use personalized service wants and make from goods or service's quality to more worth thing.

• 한국데이타베이스학회:학술대회논문집
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• 한국데이타베이스학회 2008년도 연합학회학술대회
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• pp.183-192
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• 2008

U-commerce의 특징중 가장 핵심이 되는것은 Personalization(개인화)이이며, E-commerce와 M-commerce의 Personalization과 U-commerce상의 Personalization의 차이를 이해하는 것이 필요하다. 이 연구에서는 U-commerce 예상 어플리케이션을 통하여 개인화 변수를 확인하고 그것이 지각된 수용가치에 어떻게 영향을 끼치며 수용가치가 Ucommerce의 수용의도에 어떤 영향을 미치는지를 조사하였다.

• 한국의류학회지
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• 제39권3호
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• pp.394-407
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• 2015

Prior research highlighted personalized services as a crucial antecedent to website loyalty, yet little has been discussed on the underlying mechanism. The current study explores the intervening effects of the three psychological constructs in the personalization-loyalty relationship: cognitive efficiency, perceived enjoyment, and socialness. An experiment was conducted with a total of 414 U.S. shoppers on a fictitious e-tail site for jeans that employed different levels of personalized content. The results found that the participants exposed to the high-level personalization condition reported a higher cognitive efficiency and higher socialness perception regarding the fashion e-tail site; however, no direct effect of intensity of e-personalization was found on perceived enjoyment. Cognitive efficiency and enjoyment perceptions on the site significantly increased customers' loyalty intentions regarding the site, while website socialness perception had no direct effect on loyalty intentions. Website socialness showed indirect effects on website loyalty intentions only through cognitive efficiency and perceived enjoyment; however, no direct effect from website socialness was found. Implications and limitations of the study were discussed.

• 한국전자거래학회지
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• 제3권2호
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• pp.95-112
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• 1998

With the advent and proliferation of the Internet, Electronic Commerce(EC) on the Internet has become one of the most rapidly growing area and has been the subject of much research lately. EC is commercial transactions using computers in virtual environment through computer networks. The computer system deals with various ranges of things such as products, services, and information on EC. In this paper we describe the construction methods of web site based on the personalization, Also, we present the personalization technology and architecture of the P-Commerce proposed in this paper. Finally, we describe the methods constructing EC site using P-Commerce solution.

• 한국멀티미디어학회논문지
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• 제6권4호
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• pp.707-713
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• 2003

Convenience and promptness of the internet have been not only making the electronic commerce grow rapidly in case of website, analyzing a navigation pattern of the users has been also making personalization and customization techniques develop rapidly for providing service accordant to individual interestingness. Web personalization and customization skill has been utilizing various methods, such as web log mining to use web log data and web mining to use the transaction of users etc, especially e-CRM analyzing a navigation pattern of the users. In this paper, We measure exact duration time of the users in web page and web site, compute weight about duration time each page, and propose a way to comprehend e-loyalty through the computed weight.

• 한국컴퓨터정보학회논문지
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• 제29권6호
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• pp.223-233
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• 2024

본 연구에서는 정보 제시, 시스템 상호 작용, 소셜 커뮤니티 기능의 역할에 초점을 맞춰 개인화 추천 시스템이 전자 상거래에서 고객 충성도에 미치는 영향을 조사합나다. 이러한 요소들이 플로 상태, 입소문(WOM), 재구매 의도(RPI)에 어떤 영향을 미치는지 살펴봅니다. 이 연구는 구조방정식 모델(SEM)과 500명의 응답자로부터 수집한 데이터를 SPSS와 AMOS를 사용하여 세 가지 개인화 측면이 모두 플로상태를 크게 향상시키고, 이는 다시 WOM과 RPI에 긍정적인 영향을 미친다는 사실을 발견했습니다. 시스템 상호작용은 WOM과 RPI를 직접적으로 향상시키는 반면, 정보 제공과 소셜 커뮤니티 기능은 이러한 충성도 측정치 중 하나에만 영향을 미치는 것으로 나타났습니다. 플로 상태는 개인화 요소와 충성도 결과 사이의 관계를 매개합니다. 이러한 연구 결과는 전자 상거래 플랫폼이 고객 충성도를 높이기 위해 시스템 상호작용을 개선하고 소셜 커뮤니티 기능을 포함해야 함을 시사합니다.

• 지식경영연구
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• 제11권1호
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• pp.115-128
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• 2010

The dramatic increase in e-Learning enrollments in higher education is likely to continue. These e-Learning environments have made learning much more convenient by stretching the spatial and temporal barriers. Their effectiveness, however, remains to be examined. In this research, the author explore the importance of personalization, interactivity and the important role of contents organizing in online education environment. Furthermore, the authors divide e-learning outcome into psychomotor, cognitive, and affective outcome. Indeed, e-Learning for psychomotor outcome has been viewed as impossible. The authors discuss the implications of the findings for theory and practice.

• 한국경영과학회지
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• 제34권2호
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• pp.15-34
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• 2009

Today the u-government services are becoming more personalized and intelligent. For the successful implementation of personalization, individual user's privacy concerns must be respected and taken care of. Based on the empirical survey results, this research summarizes the reluctance to the government's use of private information using six categories. We measure user's psychological distance toward e-government using the four levels, adopting the suggestions by the Proxemics. Since a positive correlation is Identified between people's psychological Intimacy toward e-government and their tolerance to the use of private Information, the amount and/or types of private information should be sequentially used in personalization systems. Initially allowing the least intolerable private information such as occupation information, the personalization system should additionally use the next tolerable Information such as health information or service request/interest information, as user's psychological distance toward government services becomes shorter.

• 한국컴퓨터정보학회논문지
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• 제10권3호
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• pp.101-110
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• 2005

가상 위치지정자는 물리적 위치지정자의 콘텐츠를 기반으로 하는 논리적인 위치지정자이다. 이 콘텐츠들은 물리적인 위치지정자에 존재하는 멤버 특성인 것이 보통이다. 가상 위치지정자를 사용하여 CRM에서 가장 중요한 기술인 개인화를 이룩할 수 있으나, 본 연구에서는 집계수준을 늘려서 분석을 용이하게 하기 위하여 실 위치지정자를 사용하는 방법을 제안하고 있다. 이러한 실 위치지정자를 활용함으로써 성공적인 e-비즈니스를 수행할 수 있는 것이다.