• Journal of Intelligence and Information Systems
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• v.18 no.3
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• pp.171-183
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• 2012

In the development of technologies, the exhibition industry has received much attention from governments and companies as an important way of marketing activities. Also, the exhibitors have considered the exhibition as new channels of marketing activities. However, the growing size of exhibitions for net square feet and the number of visitors naturally creates the competitive environment for them. Therefore, to make use of the effective marketing tools in these environments, they have planned and implemented many promotion technics. Especially, through smart environment which makes them provide real-time information for visitors, they can implement various kinds of promotion. However, promotions ignoring visitors' various needs and preferences can lose the original purposes and functions of them. That is, as indiscriminate promotions make visitors feel like spam, they can't achieve their purposes. Therefore, they need an approach using STP strategy which segments visitors through right evidences (Segmentation), selects the target visitors (Targeting), and give proper services to them (Positioning). For using STP Strategy in the smart exhibition environment, we consider these characteristics of it. First, an exhibition is defined as market events of a specific duration, which are held at intervals. According to this, exhibitors who plan some promotions should different events and promotions in each exhibition. Therefore, when they adopt traditional STP strategies, a system can provide services using insufficient information and of existing visitors, and should guarantee the performance of it. Second, to segment automatically, cluster analysis which is generally used as data mining technology can be adopted. In the smart exhibition environment, information of visitors can be acquired in real-time. At the same time, services using this information should be also provided in real-time. However, many clustering algorithms have scalability problem which they hardly work on a large database and require for domain knowledge to determine input parameters. Therefore, through selecting a suitable methodology and fitting, it should provide real-time services. Finally, it is needed to make use of data in the smart exhibition environment. As there are useful data such as booth visit records and participation records for events, the STP strategy for the smart exhibition is based on not only demographical segmentation but also behavioral segmentation. Therefore, in this study, we analyze a case of the promotion methodology which exhibitors can provide a differentiated service to segmented visitors in the smart exhibition environment. First, considering characteristics of the smart exhibition environment, we draw evidences of segmentation and fit the clustering methodology for providing real-time services. There are many studies for classify visitors, but we adopt a segmentation methodology based on visitors' behavioral traits. Through the direct observation, Veron and Levasseur classify visitors into four groups to liken visitors' traits to animals (Butterfly, fish, grasshopper, and ant). Especially, because variables of their classification like the number of visits and the average time of a visit can estimate in the smart exhibition environment, it can provide theoretical and practical background for our system. Next, we construct a pilot system which automatically selects suitable visitors along the objectives of promotions and instantly provide promotion messages to them. That is, based on the segmentation of our methodology, our system automatically selects suitable visitors along the characteristics of promotions. We adopt this system to real exhibition environment, and analyze data from results of adaptation. As a result, as we classify visitors into four types through their behavioral pattern in the exhibition, we provide some insights for researchers who build the smart exhibition environment and can gain promotion strategies fitting each cluster. First, visitors of ANT type show high response rate for promotion messages except experience promotion. So they are fascinated by actual profits in exhibition area, and dislike promotions requiring a long time. Contrastively, visitors of GRASSHOPPER type show high response rate only for experience promotion. Second, visitors of FISH type appear favors to coupon and contents promotions. That is, although they don't look in detail, they prefer to obtain further information such as brochure. Especially, exhibitors that want to give much information for limited time should give attention to visitors of this type. Consequently, these promotion strategies are expected to give exhibitors some insights when they plan and organize their activities, and grow the performance of them.

• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.19-45
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• 2008

This study is to empirically examine the primary dimensions of visual merchandising (VMD) of internet shopping mall, namely store design, merchandise, and merchandising cues, to be a attractive virtual store to the shoppers. The authors reviewed the literature related to the major components of VMD from the perspective of the AIDA model, which has been mainly applied to the offline store settings. The major purposes of the study are as follows; first, tries to derive the variables related with the components of visual merchandising through reviewing the existing literatures, establish the hypotheses, and test it empirically. Second, examines the relationships between the components of VMD and the attitude toward the VMD, however, putting more emphasis on finding out the component structure of the VMD. VMD needs to be examined with the perspective that an online shopping mall is a virtual self-service or clerkless store, which could reduce the number of employees, help the shoppers search, evaluate and purchase for themselves, and to be explored in terms of the in-store persuasion processes of customers. This study reviewed the literatures related to store design, merchandise, and merchandising cues which might be relevant to the store, product, and promotion respectively. VMD is a total communication tool, and AIDA model could explain the in-store consumer behavior of online shopping. Store design has to do with triggering a consumer attention to the online mall, merchandise with a product related interest, and merchandising cues with promotions such as recommendation and links that induce the desire to pruchase. These three steps might be seen as the processes for purchase actions. The theoretical rationale for the relationship between VMD and AIDA could be found in Tyagi(2005) that the three steps of consumer-oriented merchandising are a store, a product assortment, and placement, in Omar(1999) that three types of interior display are a architectural design display, commodity display, and point-of-sales(POS) display, and in Davies and Ward(2005) that the retail store interior image is related to an atmosphere, merchandise, and in-store promotion. Lee et al(2000) suggested as the web merchandising components a merchandising cues, a shopping metaphor which is an assistant tool for search, a store design, a layout(web design), and a product assortment. The store design which includes differentiation, simplicity and navigation is supposed to be related to the attention to the virtual store. Second, the merchandise dimensions comprising product assortments, visual information and product reputation have to do with the interest in the product offerings. Finally, the merchandising cues that refer to merchandiser(MD)'s recommendation of products and providing the hyperlinks to relevant goods for the shopper is concerned with attempt to induce the desire to purchase. The questionnaire survey was carried out to collect the data about the consumers who would shop at internet shopping malls frequently. To select the subject malls, the mall ranking data announced by a mall rating agency was used to differentiate the most popular and least popular five mall each. The subjects was instructed to answer the questions after navigating the designated mall for five minutes. The 300 questionnaire was distributed to the consumers, 166 samples were used in the final analysis. The empirical testing focused on identifying and confirming the dimensionality of VMD and its subdimensions using a structural equation modeling method. The confirmatory factor analysis for the endogeneous and exogeneous variables was carried out in four parts. The second-order factor analysis was done for a store design, a merchandise, and a merchandising cues, and first-order confirmatory factor analysis for the attitude toward the VMD. The model test results shows that the chi-square value of structural equation is 144.39(d.f 49), significant at 0.01 level which means the proposed model was rejected. But, judging from the ratio of chi-square value vs. degree of freedom, the ratio was 2.94 which smaller than an acceptable level of 3.0, RMR is 0.087 which is higher than a generally acceptable level of 0.08. GFI and AGFI is turned out to be 0.90 and 0.84 respectively. Both NFI and NNFI is 0.94, and CFI 0.95. The major test results are as follows; first, the second-order factor analysis and structural equational modeling reveals that the differentiation, simplicity and ease of identifying current status of the transaction are confirmed to be subdimensions of store design and to be a significant predictors of the dependent variable. This result implies that when designing an online shopping mall, it is necessary to differentiate visually from other malls to improve the effectiveness of the communications of store design. That is, the differentiated store design raise the contrast stimulus to sensory organs to promote the memory of the store and to have a favorable attitude toward the VMD of a store. The results that navigation which means the easiness of identifying current status of shopping affects the attitude to VMD could be interpreted that the navigating processes via the hyperlinks which is characteristics of an internet shopping is a complex and cognitive process and shoppers are likely to lack the sense of overall structure of the store. Consequently, shoppers are likely to be alost amid shopping not knowing where to go. The orientation tool enhance the accessibility of information to raise the perceptive power about the store environment.(Titus & Everett 1995) Second, the primary dimension of merchandise and its subdimensions was confirmed to be unidimensional respectively, have a construct validity, and nomological validity which the VMD dimensions supposed to have a positive correlation with the dependent variable. The subdimensions of product assortment, brand fame and information provision proved to have a positive effect on the attitude toward the VMD. It could be interpreted that the more plentiful the product and brand assortment of the mall is, the more likely the shoppers to favor it. Brand fame and information provision as well affect the VMD attitude, which means that the more famous the brand, the more likely the shoppers would trust and feel familiar with the mall, and the plentifully and visually presented information could have the shopper have a favorable attitude toward the store VMD. Third, it turned out to be that merchandising cue of product recommendation and hyperlinks affect the VMD attitude. This could be interpreted that recommended products could reduce the uncertainty related with the purchase decision, and the hyperlinks to relevant products would help the shopper save the cognitive effort exerted into the information search and gathering, which could lead to a favorable attitude to the VMD. This study tried to sheds some new light on the VMD of online store by reviewing the variables mentioned to be relevant with offline VMD in the existing literatures, and tried to link the VMD components from the perspective of AIDA model. The effect size of the VMD dimensions on the attitude was in the order of the merchandise, the store design and the merchandising cues.It is said that an internet has an unlimited place for display, however, the virtual store is not unlimited since the consumer has a limited amount of cognitive ability to process the external information and internal memory. Particularly, the shoppers are likely to face some difficulties in decision making on account of too many alternative and information overloads. Therefore, the internet shopping mall manager should take into consideration the cost of information search on the part of the consumer, to establish the optimal product placements and search routes. An efficient store composition would be possible by reducing the psychological burdens and cognitive efforts exerted to information search and alternatives evaluation. The store image is in most part determined by the product category and its brand it deals in. The results of this study support this proposition that the merchandise is most important to the VMD attitude than other components, the manager is required to take a strategic approach to VMD. The internet users are getting more accustomed and more knowledgeable about the internet media and more likely to accept the internet as a shopping channel as the period of time during which they use the internet to shop become longer. The web merchandiser should be aware that the product introduction using a moving pictures and a bulletin board become more important in order to present the interactive product information visually and communicate with customers more actively, therefore leading to making the quantity and quality of product information more rich.

• Management & Information Systems Review
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• v.30 no.2
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• pp.1-25
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• 2011

In this study, a survey of online coupon user in their 20's and 30's was undertaken to explore how e-coupon attribute, perceived risk affect the intention to continuously use online coupons through mediation of online coupon user satisfaction. Four variables were used as E-coupon attribute variables(economy, amusement, reliability, usefulness) with coupon type and gender being used as moderating variables. The analysis results of relationship between e-coupon attributes, perceived risk and online coupon user satisfaction indicated that amusement, usefulness significantly affected online coupon user satisfaction, and this, in turn, significantly affected the intention to continuously use online coupons. In addition, the test of difference between groups in coupon type and gender, two moderating variables used in this study, found that with respect to coupon type, a moderating effect existed in reliability, usefulness whereas for gender, a moderating effect existed in only reliability. It is considered that this study will provide a credible evidence basis for Internet shopping malls in establishing a coupon promotion strategy including a specific promotional mix best suited to their needs and resources, while implicating that offering highly reliable online coupons will contribute to enhancing satisfaction level among customers using online coupons.

• Management & Information Systems Review
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• v.33 no.2
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• pp.189-204
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• 2014

The aim of this study is to examine the effect of transformational leadership of the leader in the wedding industry on the behavior of employees, and also to examine the equity perception of employees on their behavior. As a result of analysis, when the relation between transformational leadership and organizational citizenship behavior was examined, transformational leadership had not effect on behavior of employees. Thus, hypothesis 1 was rejected. As transformational leadership had significant effect on equity perception, hypothesis 2 was adopted. When the relation between equity perception and organizational citizenship behavior was analyzed, equity perception had significant effect on organizational citizenship behavior. Thus, hypothesis 3 was adopted. When the mediating effect of equity perception in the process of the effect of transformational leadership on organizational citizenship behavior as hypothesis 4 was examined, equity perception had partial mediating effects. Thus, hypothesis 4 was partially adopted. Accordingly, the leader in the wedding industry needs to demonstrate transformational leadership in order to promote organizational citizenship behavior of employees and also makes employees to feel impartial treatment and procedural impartiality. Further studies on practical measures of this issue are recommended.

• Journal of Korean Society of Archives and Records Management
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• v.13 no.1
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• pp.7-33
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• 2013

Recently, the development of information technology (IT) continues to promote the digitalization of archives (valuable records) and has therefore, affected archiving centers. This digitalization is shown to these archiving centers by taking advantages of various digital exhibitions. This study aims to consider why it is necessary to use digital exhibitions in archiving centers. In order to examine the needs of digital exhibitions, this study focuses on some ideas and important roles in digital exhibitions and research cases of online exhibitions applied with digital technology. Consequently, this study derives some values from them. Digital exhibitions held online continuously provide the following; first, a great amount of information about the archives by using hyperlink; second, the ability to recreate the attractive contents of digitalized archives by utilizing virtual reality, which makes the users greatly interested; the third and final thing online digital exhibitions provide is the storytelling it provides, which also serves as an avenue for people to communicate with one another. These processes of communication are also reflected in the story. In addition, they can help publicize not only the archiving center, but also the local community as it promotes cultural and tourism resources.

• Journal of the Korean Association of Geographic Information Studies
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• v.13 no.4
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• pp.67-77
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• 2010

Growth of oil and chemical industries has been remarkable during recent years. Hazardous materials (Hazmat) make frequent use in the wide range of industries. It increases the frequency of Hazmat transport and it leads to increase the number of accidents. Optimal Hazmat routes can reduce damage. Thus, the objective of this study is to minimize the areas impacted by Hazmat accidents by adopting experts' opinion in planning the route. We calculated weights using AHP (Analytic Hierarchy Process) and deduced the best route by applying this weights. Results showed that in the case of shortest route versus weighted route, the percentage of population damage has been decreased by 33.4% in the comparison between shortest route and optimally weighted route. And the percentage of environmental damage also has been decreased by 21.8%. Social damage has been decreased by 1521.7%. In the case of none weighted route versus weighted route, the percentage of population damage has been decreased by 2.6% when we adopted weighted route. Consequently, the recommended route with weighted risk assessment avoids densely populated area comparing with none weighted route. Further research needs to be carried out in order to figure out the specific cost-effectiveness analysis applying the equal cost unit for each factor.

• Journal of Korea Society of Industrial Information Systems
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• v.22 no.5
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• pp.101-111
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• 2017

This Research is to Find how the CSR Activities for the Growth of Stable and Sustainable Family Business do Influence the Improvement of Company's Brand Image and Service Purchase Intention. It is Aimed for Finding how the Image of Company Pursuing the Diverse CSR Activities is Recognized by General Consumers and the Correlation between the Improvement of Company's Image and the Product & Service Purchase Intention. 323 Exemplars were Distributed to the University Students in Seoul Metropolitan and Chungcheong Area, and 314 Finally were Used for the Analysis. It was Investigated the Demographical Factors, the Important Fields among Company's CSR Activities, the Reason for Company's CSR Activities, the Preferred Companies among Sponsoring Companies. It was Analyzed Three Items of Company Image such as Product/Service, Potential Competence, Relation to Public Benefit and the Regression Model was Investigated how these Three Items do Influence the Purchase Intention. The Research Results Show 'the Improvement of Social Awareness for Company' and 'Negative Awareness Change for Company' as the Reason for CSR. Consumers have the Preference to the Companies Actively Sponsoring Culture & Arts, and this Generally Affects the Business Results, and thus, it is Considered that the Companies have to Contribute the Local Society with the Sprit of Corporate Citizenship in Accordance with the Consumers needs, and Actively to Extend the Culture & Arts Sponsorship.

• Journal of the Ergonomics Society of Korea
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• v.36 no.4
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• pp.281-292
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• 2017

Objective: This study aims to identify important physical design variables in designing a necklace type wearable device, and to present design guidelines to maximize comfort that a user feels upon wearing the device. Background: Interests in fitness culture and personal health are on the rise recently. In such a situation, demand for necklace type wearable devices is projected to increase a lot, as the devices enable users to use their hands freely and to enjoy various contents through connection with mobile devices. However, the necklace type wearable device's comfort was assessed to have the lowest comfort in a running situation, where human body moves up and down and left and right more than other devices wearable on other human body parts. Therefore, the usability of a necklace type wearable device was low. In this regard, studies on identification of the variables affecting user comfort upon wearing a necklace type wearable device and on physical design direction maximizing comfort and usability are needed. Method: A pretest and a main test were carried out to draw the direction of necklace type wearable device design. In the pretest, wearing evaluation on the diverse types of devices released in the market was conducted to draw physical design variables of the devices affecting comfort. Furthermore, variables significantly affecting the comfort of a device were selected through an analysis of variance (ANOVA). In the main test, anthropometry was performed, and information on anthropometric items corresponding to the design variables selected in the pretest was acquired. Based on the pretest results and the anthropometric information in the main test, the present study produced design guidelines maximizing the comfort of a necklace type wearable device with regard to major design variables upon dynamic tasks. Results: According to the pretest results, the variables having effects on comfort were the angle of side points, width, and height. Due to interactions between variables, those need to be simultaneously considered upon designing a device. Upon dynamic tasks, the angle of side points and width of a device was designed to be smaller than mean angle of the trapezius muscle and neck width, and thus attachment to human body was high. As height was designed to be larger than mean neck front and rear point width, comfort was higher due to feeling of stability. Conclusion: Because user sensitivity to comfort was high at human body's inflection points, a device needs to be designed for users not to feel high pressure on specific body parts with the device fitting human body shape well. A design considering user's situation is also required in further studies.

• Journal of The Korean Association of Information Education
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• v.9 no.2
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• pp.197-208
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• 2005

For the wide spread of cyber education, it is important to understand the instructional characteristics of cyber education and its applications in the educational sites which help to cope with the practical needs and problems. This study was conducted to analyze the experience of cyber classes(working hours, tasks and evaluation, satisfaction level and instructional effectiveness, suggestions for cyber education) and use of instructional methodology (instructional activities, interaction frequencies, cooperative learning activities, instructional activities toward knowledge building). The data was collected from pre-service teachers(403) and in-service teachers(318) in June 2004. The results were that pre-service and in-service teachers all consider the satisfaction level and academic achievement level of cyber classes lower than that of FTF classes. Particularly the boring presentation of instructional materials and the inadequate instructional strategies for cyber classes were the biggest complains, and lack of interaction among peer groups and with instructors, lack of learning opportunity for cyber instructional strategies, limited group activities, lack of interaction with experts were followed. Limited types of evaluation also showed that cyber classes focus on results more than the process of students' academic achievement.

• Journal of Korea Spatial Information System Society
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• v.1 no.2 s.2
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• pp.47-62
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• 1999

To meet the interoperability requirements associated with geospatial data access and geoprocessing, much efforts to design prototypical systems conforming to $OpenGIS^{TM}$ specification has been made. With respect to Object Web GIS, however, current internet mapping technology mainly focuses on either developing mapping libraries or client applications regardless of the future needs for interoperability such as an integration of $OpenGIS^{TM}$ standard for CORBA. In this paper, we propose an $OpenGIS^{TM}$ compliant mapping kernel. OpenViews, which is designed to meet those requirements. The kernel of OpenViews encapsulates the process of acquiring geospatial data in the format of $OpenGIS^{TM}$ Geometry through ORB(Object Request Broker). OpenViews, being designed based on well-known design patterns, is a highly extensible in that programmers can easily customize it on the object oriented architecture. The components implemented in OpenViews are CORBA/Java objects, and as such are portable and scalable in a networked environment. A companion package, OpenBroker, is also developed as a portable geoprocessing application server to facilitate the implementation and configuration of server side CORBA objects. It can be used for implementing objects for spatial analysis service which would be independent of legacy spatial database systems in many cases. OpenViews, together with OpenBroker, has been successfully prototyped using the technologies including EJB and servlet as the core components of an Open GIS compliant internet mapping.