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제품의 혁신정도, 자기개념 점화유형 및 가격 프레임 방식이 혁신제품의 구매의도에 미치는 영향
최헌호,전홍식 한국소비자·광고심리학회 2014 한국심리학회지 소비자·광고 Vol.15 No.1
This study was designed to provide insights regarding the effects of self-construal(SC), price frame and characteristic of innovativeness(INV) on attitude toward advertising(ATA) and purchase intention(PI). Firstly, we examined ATA and PI in two types of self-construal (independent self-construal (SC_inde) and interdependent self-construal (SC_inter)) on the extent of product innovativeness. Along with, we found that there was no significant difference on ATA and PI when consumers were exposed to the product that has high innovativeness (Market breakthrough). However, we could notice that SC_inter had higher ATA and PI than SC_inde when they saw the advertisement of low innovativeness(Technological breakthrough) product. Secondly, we examined ATA and PI in two types of self-construal on price frame of mental accounting. Segregated price frame was preferred when independent self-construal was primed, however, integrated price frame was better for the people who was primed interdependent self-construal. Thirdly, we tested ATA and PI in two types of product innovativeness on the two types of price frame, and we found that people better evaluated continuous innovation when we suggested integrated price frame. However, people liked segregated price frame when they are exposed to discontinuous innovation. Finally, we examined the interaction effect according to whether primed self-construal was independent or interdependent on ATA and PI. This study showed that people were primed independent self-construal and continuous innovation was fitted with integrated price frame for ATA and discontinuous innovation had higher ATA when segregated price was given. People preferred segregated price frame for PI in both product innovativeness. There was no significant difference between INA and MA based on interdependent self-construal for ATA, however, people preferred segregated price frame for PI regardless of the innovativeness type. 본 연구의 목적은 제품의 혁신정도, 자기개념 점화유형 및 가격 프레임 방식이 혁신제품의 구매의도에 미치는 영향을 논의하는데 있다. 구체적으로, 외부 자극에 의해 소비자의 자기개념이 상황적으로 점화되었을 때 혁신제품의 혁신정도와 심적회계에 따른 가격 프레임을 어떻게 제시하는 것이 소비자의 광고태도 및 구매의도에 긍정적인 영향을 줄 수 있는가에 대한 문제가 논의된다. 첫째, 자기개념 점화와 혁신제품의 혁신정도 사이에서 소비자는 점화된 자기개념에 상관없이 혁신성이 높은 제품에서 더 높은 광고태도 및 구매의도를 보였고, 혁신성이 낮은 제품에서는 상호의존적 자기개념에서 독립적 자기개념보다 더 높은 광고태도 및 구매의도를 보였다. 둘째, 점화된 자기개념과 심적회계에 따른 광고태도와 구매의도의 관계를 살펴본 결과, 독립적 자기개념에서는 통합 가격 프레임에 대해, 상호의존적 자기개념에서는 분리 가격 프레임을 제시할 때 더 높은 광고태도와 구매의도를 보였다. 셋째, 혁신제품의 혁신정도와 심적회계 사이에서 두 가지 종속변수에 대한 효과 역시 유의하게 나타났다. 혁신성이 낮은 경우 통합 가격 프레임에서 더 높은 광고태도를 보였고, 혁신성이 높은 경우 분리 가격 프레임에서 더 높은 광고태도와 구매의도를 보였다. 마지막으로, 자기개념 점화유형에 따라 혁신정도와 심적회계가 소비자의 광고태도와 구매의도에 미치는 영향에 대해 검증한 결과, 독립적 자기개념자는 혁신성이 높은 제품과 통합 가격 프레임을 제시하였을 때 가장 높은 구매의도를 보였고, 상호의존적 자기개념자는 혁신성이 높은 제품과 분리 가격 프레임을 제시하였을 때 가장 긍정적인 광고태도 및 구매의도를 보였다.
GPS L1/L2C/L4 수신기를 위한 적응 코드추적루프 설계
최헌호(Heon Ho Choi),임덕원(Deok Won Lim),이상욱(Sanguk Lee),김지훈(Ji-Hoon Kim),이상정(Sang Jeong Lee) 제어로봇시스템학회 2011 제어·로봇·시스템학회 논문지 Vol.17 No.3
In this paper, an adaptive signal tracking loop for a GPS L1/L2C/L5 receiver is designed. The design parameters is adjusted according to the receiver"s operating conditions such as the signal strength and the receiver dynamics by using the different characteristics of GPS L1, L2C and L5 signal. Simulation results show that the tracking accuracy of the proposed signal tracking loop is better than those of L1, L2C and L5 only tracking loop.
항행 및 항법 분야 : 전파위협원 위치결정을 위한 TDOA/AOA 기반의 DOA 추정 기법 연구
최헌호 ( Heon Ho Choi ),진미현 ( Mi Hyun Jin ),임덕원 ( Deok Won Lim ),남기욱 ( Gi Wook Nam ),박찬식 ( Chan Sik Park ),이상정 ( Sang Jeong Lee ) 한국항행학회 2011 韓國航行學會論文誌 Vol.15 No.6
본 논문에서는 GBAS 환경에서 전파위협원 위치 결정을 위한 TDOA/AOA 기반의 효과적인 DOA 추정 기법을 제안한다. TDOA 측정치만을 이용하여 추정한 1차 근사해와 DOP를 이용하여 DOA 추정 범위를 현저하게 감소시킴으로써 효과적으로 전파위협 신호의 DOA를 추정할 수 있다. 제안한 기법을 통하여 비슷한 연산량으로 더 높은 DOA 정밀도를 얻을 수 있으며, 동시에 전파위협원 위치 추정 정확도를 높일 수 있다. 또한 소프트웨어 기반의 시뮬레이션을 통하여 제안한 기법의 성능을 검증하였다. This paper proposes the DOA estimation method based on TDOA/AOA for jammer localization method in GBAS environment. The proposed method can effectively estimate DOA of jamming signal as the range for DOA estimation is reduced remarkably by using DOP and 1st approximate solution using TDOA measurements only. Through the proposed method, more precise DOA can be obtained and the performance of jammer localization is increased simultaneously. Also, the effectiveness of proposed method will be confirmed through the simulated results.
상대항법 성능 분석 플랫폼 개발 및 이를 이용한 성능 개선
최헌호(Heon Ho Choi),심우성(Woo Seong Shim),조성룡(SungLyong Cho),한영훈(Young Hoon Han),박찬식(Chansik Park),이상정(Sang Jeong Lee) 제어로봇시스템학회 2012 제어·로봇·시스템학회 논문지 Vol.18 No.5
The positions of vessels in JTIDS where each vessel broadcasts its position, can be found using the relative navigation method. Besides positioning, the relative navigation could be adopted for identification friend or foe, tracking targets, monitoring battle field and etc. In this paper, we have explained the fundamental operation and technical structure for the relative navigation and implemented the simulation platform to evaluate the basic function and performance of the system in arbitrary environment. Using platform, the availability of relative navigation within the group network and the characteristic of the algorithm for position prediction was verified. Based on the simulation result, it was verified that EKP based navigation algorithm could produce great initial error and need quite convergence time. To improve the performance, we proposed a new navigation algorithm which uses the minimum norm estimation algorithm until the EKF converges. The simulation results reveal the relative navigation can be effectively used in the formation flight and collision avoidance system.
Performance Analysis of a Vector DLL Based GPS Receiver
임덕원,최헌호,이상정 사단법인 항법시스템학회 2012 Journal of Positioning, Navigation, and Timing Vol.1 No.1
For a Global Positioning System (GPS) receiver, it is known that a Vector Delay Locked Loop (DLL) in which the code signals of each satellite are tracked in parallel by using navigation results shows better performance in the aspect of the tracking accuracy and the robustness than that of a Scalar DLL. However, the quantitative analysis and the logical grounds for that performance enhancement of the Vector DLL are not sufficient. This paper, therefore, proposes the structure of the GPS receiver with the Vector DLL and analyzes the performance of it. The tracking and the positioning accuracy of the Vector DLL are theoretically analyzed and confirmed by simulation results. From the simulation results, it can be seen that the tracking and positioning accuracy has been improved about 30% in case that the receiver is static and the positioning is conducted for every Pre-detection Integration Time (PIT) while C/N0 is 45 dB-Hz.
도심지 GNSS 다중경로 오차 지도 적용을 위한 다중경로 보정정보 위치 영역 투영 기법
이용준,최헌호,박병운 한국항행학회 2024 韓國航行學會論文誌 Vol.28 No.1
Multipath, a major error source in urban GNSS positioning (global navigation satellite system), pose a challenge due to its site-dependent nature, varying with the user’s signal reception environment. In our previous study, we introduced a technique generating GNSS multipath map in urban canyon. However, due to uncertainty in initial GNSS positions, applying multipath maps required generating multiple candidate positions. In this study, we present an efficient method for applying multipath maps by projecting the multipath correction in position domain. This approach effectively applies multipath maps, addressing the challenges posed by urban user position uncertainties.