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기업 간 거래에서 기업의 사회적 책임활동과 관계의 질(관계만족, 신뢰, 관계몰입) 간의 관계
홍성준(Sungjun Hong),박종철(Jongchul Park) 한국경영학회 2019 經營學硏究 Vol.48 No.6
Despite the potential of CSR to drive relationship-building and improve the relationship performance, extant research to integrate corporate social responsibility (CSR) and relationship marketing has been scarce. This study investigates the relationship between CSR, as a relationship-building strategy in business to business (B2B), and relationship quality, which is the key variable mediating relationship performance in relationship marketing. Previous studies have only examined the relationship between CSR and individual variables that constitute relationship quality, and also the relationship among the factors of the relationship quality was not confirmed. Further, relationship marketing strategies suggested in the extant studies are insufficient to provide the implementation guidelines in practice. Specifically, in this study, the authors conceptualize CSR as a relationship-building strategy and examine how two CSR activities of business practice CSR and philanthropic CSR have an impact on the relationship quality, the inter-relationship among the factors of the relationship quality, and the relationship between the factors of the relationship quality and relationship performance. As a result of the empirical analysis with 208 B2B companies, it was found that the business practice CSR activities had a positive effect on relationship satisfaction, trust, and relationship commitment. Furthermore, the authors also confirmed that the philanthropic CSR activities in terms of the secondary stakeholders who have no direct interest, influences on the relationship satisfaction and relationship commitment. The relationship between the quality factors of relationship quality were analyzed to suggest the causal relationship as “relationship satisfaction → trust → relationship commitment”. Finally, in the relationship between relationship quality and relationship performance, the influence of relationship satisfaction on relationship performance was not statistically significant whereas trust and relationship commitment was found to have a positive effect on relationship performance. This study not only highlights the proposition of integration of CSR research and relationship marketing domain in B2B transaction relationship, but also practically provides that CSR can be used as a crucial relationship marketing strategy.
개선된 움직임 실루엣 영상을 이용한 발걸음 인식에 관한 연구
홍성준(Sungjun Hong),이희성(Heesung Lee),오경세(Kyongsae Oh),김은태(Euntai Kim) 한국지능시스템학회 2006 한국지능시스템학회논문지 Vol.16 No.3
본 논문에서는 은닉 마르코프 모델을 바탕으로 하는 발걸음을 이용한 개인 식별 시스템을 제안한다. 개인의 발걸음은 연속적인 자세나 움직임의 집합으로 나타낼 수 있는데, 구조적으로 연속적인 움직임의 변화는 확률적인 특성을 가지고 있기 때문에 은닉 마르코프 모델을 이용하여 적절하게 모델링 할 수 있다. 개인의 발걸음은 N개의 이산적인 자세 간의 전이로 이루어졌다고 가정하였으며, 이를 계산하기 위해 MMSI라는 발걸음 특징 모델을 제안하였다. MMSI는 발걸음 인식에 중요한 역할을 하는 시공간적인 정보를 가지고 있는 그레이-스케일 영상이다. 실험 결과는 MMSI를 이용하여 은닉 마르코프 모델을 바탕으로 한 발걸음 인식 결과를 보여준다. In this paper, we propose the human identification system based on Hidden Markov model using gait. Since each gait cycle consists of a set of continuous motion states and transition across states has probabilistic dependences, individual gait can be modeled using Hidden Markov model. We assume that individual gait consists of N discrete transitions and we propose gait feature representation, Modified Motion Silhouette Image (MMSI) to represent and recognize individual gait. MMSI is defined as a gray-level image and it provides not only spatial information but also temporal information. The experimental results show gait recognition performance of proposed system.
홍성준(Hong, Sungjun),박종철(Park, Jongchul) 한국상품학회 2009 商品學硏究 Vol.27 No.4
최근까지 서비스 상황에서 물리적 환경의 중요성이 제기되고 있으며,최근 연구들 또한 물리적 환경이 소비자 행동의도에 미치는 관계에 있어서 가치지각,소비자 감정 같은 매개변수 고찰에 초점을 주고 있다.이에 본 연구에서도 물리적 환경이 유발하는 구체적인 감정유형으로 호혜성 지각이라는 새로운 심리적 기제를 제시하고자 한다. 분석결과,물리적 환경의 세 가지 구성요소인 주변요인,사회요인,디자인 요인은 호혜성 지각에 긍정적인 영향을 미치는 것으로 나타났으며,이 중에서도 주변요인이 다른 환경요인에 비하여 호혜성 지각에 더 큰 영향을 미치는 것으로 나타났다.또한 이러한 호혜성 지각은 고객만족과 고객충성도 형성에 긍정적인 영향을 미치는 것으로 나타났고,고객만족 또한 고객충성도에 긍정적인 영향을 미치는 것으로 나타났다.따라서 본 연구는 서비스의 물리적 환경이 소비자 반응에 직접적인 영향을 미치는 것이 아니라,서비스 기업의 노력으로 유발된 호혜성 지각을 매개로 소비자 행동의도에 영향을 미친다는 사실을 제시하고 있다. The purpose of this study is to make clear the importance of the physical environment. Especially, different from the past studies, this study postulates that the consumers' perceived reciprocity play an essential mediation role in the relationship between the physical environment in a store and the customer satisfaction and the customer loyalty. Physical environment includes ambient, design and social foactor in this study. The resluts of data analysis show that the ambient factor positivelsy influences on the perceived reciprocity. Also, Both design factor and social factor positively influence on the perceived reciprocity. And, the perceived reciprocity positively influences on the customer satisfaction and customer loyalty. Finally, customer satisfaction influences on the customer loyalty. Thus, this study demonstrates that perceived reciprocity indeed plays a mediationg role between the physical environment in a store and the customer satisfaction and customer loyalty.
심층 신경회로망 앙상블을 이용한 걸음걸이 인식에 대한 연구
홍성준(Sungjun Hong),이수형(Soohyung Lee),이희성(Heesung Lee) 대한전기학회 2020 전기학회논문지 Vol.69 No.7
The recognition of a person from his (her) gait has been a recent focus in computer vision because of its unique advantages such as non-invasive and human friendly. Gait recognition, however, has the weakness that it is not reliable compared with other biometrics. In this paper, we applied deep neural network ensemble to the gait recognition problem. The deep neural network ensemble is a learning paradigm where a collection of deep neural networks is trained for the same task. Generally, the ensemble shows better generalization performance than a single deep neural network such as convolution neural network and recurrent neural network. To increase reliability of the gait recognition, gait energy image (GEI) and Motion silhouette image (MSI) are extracted for gait features and convolution and recurrent neural network ensemble are used for classifier. Experiments are performed with the NLPR and SOTON databases to show the efficiency of the proposed algorithm. The performance of proposed method is 4.55%, 4.85%, 2.5% and 2.43% better than single CNN, respectively in two databases. As a result we can create a recognition system with accuracy of 100%, 100%, and 94% in the NLPR database and 97.35% in the SOTON database.
실시간 객체 검출기를 이용한 동적 객체 및 행동 결합 학습 방법 비교 연구
홍성준(Sungjun Hong),이희성(Heesung Lee) 대한전기학회 2020 전기학회논문지 Vol.69 No.1
Most of visual detection in videos are limited to focus on objects or human actions separately. In this work, changing the classification loss of well-known realtime object detector, we introduce a detection model to jointly detect object-action pairs in videos. For detecting objects-actions in videos, we present two methods to label object-action pairs, called Cartesian product (CP) and valid Cartesian product (VCP). In experiments on the A2D dataset, we compares results on detection of object-action pairs in terms of the mean average precision.