Research on Mobile Internet User Behavior Preference Based on Support Vector Machine

Ye Yuan,Haigang Sheng,Haohao Shi 보안공학연구지원센터 2016 International Journal of Smart Home Vol.10 No.6

With the rapid development of the mobile Internet, mobile Internet users grow rapidly and the preference is more diverse, and the user's behavior is also showing a new feature. In this study, we use qualitative research and quantitative research, combined with empirical data and simulation analysis and the combination of traditional statistical analysis and modern data mining methods, to study the behavior preference of mobile Internet. Besides, we use the discrete choice model to build the binaryLogit model using SAS tools, and analyze the selected variables through data processing. Based on the significant influence factors, the behavior preference of mobile Internet users is classified by using support vector machine. The C-SVM binary classification machine is used as kernel function, and the parameters of the model and kernel function are optimized by cross validation. In this research, we introduce the support vector machine theory into the research field of the mobile Internet user behavior effectively, solve the problem of small and medium-sized samples effectively, and provide new ideas and methods for the research of mobile Internet user behavior.

무선인터넷 이용 동기에 따른 모바일 광고의 효과성에 관한 실증연구

김황경(Kim, Whang Kyung),김봉수(Kim, Bong Su) 글로벌경영학회 2005 글로벌경영학회지 Vol.2 No.1

We can see more and more people who use mobile internet with mobile phone in the school, the street, the work place, and anywhere. Increasing number of mobile internet users has made mobile phone advertising important in korean society. But there are few researches on the reaction of users to the mobile advertisement. The purpose of this study is to empirically examine the user s motivation for mobile internet and it s influence the effectiveness of mobile advertisement and to suggest its consequential implications. The literatures about concepts, significance and determinants of mobile advertisement and user s motivation for mobile internet are reviewed, For this, this study carries out survey by questionnaire method. The research sample is composed of students in university, employees of company, self-employed workers and government employees. Statistical analysis techniques are regression analysis, multiple range test by Duncan s method and pearson correlation analysis. The main results are as follows. First, user s motivation for mobile internet is found to be classified as four categories; information-seeking, entertainment-oriented, self-developmet and human relationships-oriented motivation for mobile internet. Second, information-seeking, entertainment-oriented, and human relationships-oriented motivation for mobile internet have positive significant correlations with duration time of connection to internet. Expenditure per month has positive significant correlation with human relationships-oriented motivation for mobile internet. But age is negatively correlated with entertainment-oriented motivation for mobile internet. Third, by the result of statistical analysis about the effect of user s motivation for mobile internet on the effectiveness of mobile advertisement, human relationships-oriented motivation for mobile internet has positive effect on advertisement that offers coupons and that informs the memorial day. But human relationships-oriented motivation for mobile internet has negative effect on location based offers advertisement and advertisement that directly offers relevant information. Information seeking motivation for mobile internet has positive effect on advertisement that informs the memorial day and location based offers advertisement. self-development motivation for mobile internet has positive effect on advertisement that offers coupons, that offers mobile payment discount service and that offers information about events. Entertainment-oriented motivation for mobile internet has positive effect on advertisement that offers mobile payment discount service, that informs memorial day, that offers call back service, that offers contents downloading service and that directly offers relevant information. The results of this study suggest some implications. This study shows that effectiveness of mobile advertisement is found to vary with user s motivation for mobile internet. Therefore there must be a recognition on the part of marketing managers that appropriate type of mobile advertisement has to be carefully selected considering the user s motivation for mobile internet. 우리는 학교에서, 길거리에서, 직장에서 그리고 어느 곳에서든지 모바일 폰을 통해 모바일 인터넷을 즐기는 많은 사람들을 볼 수 있다. 모바일 인터넷 사용자가 많이 증가함은 한국사회에서 모바일폰 광고의 중요함을 만들게 되었다. 그러나 모바일 광고에 대한 사용자들의 반응에 관한 연구들은 거의 없다. 이 연구의 목적은 모바일 인터넷에 관한 사용자들의 동기와 그것이 모바일 광고의 효율성에 미치는 영향에 대하여 실험적인 연구이며 그리고 그 사용자들의 동기가 필연적으로 함축하고 있는 것에 대하여 제안하고자 한다. 이 연구는 설문지의 방법에 의해 조사를 수행하였다. 조사표본은 대학, 회사의 사원들 자영업자 그리고 공무원들을 대상으로 종합하였고, 통계분석기술은 회귀분석, 던컨방법에 의한 다중범위테스트 그리고 피어슨 상관분석을 사용하였다. 주요결과는 다음과 같다. 첫째, 모바일 인터넷의 사용자들의 동기는 네 가지로 분류되었다. 즉, 모바일 인터넷에 대한 정보적, 오락적, 발전적 이용동기와 대인적 이용동기이다. 둘째, 모바일 인터넷에 대한 정보적, 오락적, 대인적이용 동기는 인터넷 접속시간과 큰 상관관계가 있음이 나타났으며, 월지출은 모바일 인터넷에 대한 대인관계와 큰 상관관계가 있었다. 그러나 나이에 있어서 모바일 인터넷에 대한 오락적 이용 동기와는 부의 상관관계가 나타났다. 셋째, 모바일 광고의 유효성에서 모바일 인터넷에 대한 사용자의 효과에 관한 통계분석의 결과에 의하면 모바일 인터넷에 관한 대인적 이용 동기는 쿠폰제공광고와 기념일 알림광고의 효과성에 긍정적인 영향이 있는 것으로 나타났다. 그러나 모바일 인터넷에 있어서 대인적 이용 동기는 위치기반광고와 직접적으로 정보를 제공하는 광고와는 부정적인 결과가 있는 것으로 나타났다. 모바일 인터넷의 정보적 동기는 기념일알림광고와 위치기반정보제공 광고의 효과성에 긍정적으로 나타났다. 모바일 인터넷의 발전적 동기는 쿠폰광고, 통화요금할인광고, 이벤트 참가광고의 효과성에 긍정적인 영향을 미치고 있는 것으로 나타났다. 모바일 인터넷의 오락적 이용동기는 통화요금할인광고, 기념일 알림광고, 콜백서비스광고, 정보다운로드광고, 단순직접광고에 긍정적 영향을 미치는 것으로 나타났다. 이러한 연구의 결과는 몇 가지 함축적인 것으로 제안되어지고 있다. 이 연구는 모바일 광고의 효과성이 모바일인터넷의 사용자 동기와 다르다는 것을 보여준다. 그러므로 모바일 광고의 적절한 형태는 모바일 인터넷의 사용자 동기를 고려하는 가운데 신중하고 엄선된 마케팅 관리의 한 분야로서 인식되어야 한다.

소비자 특성이 무선인터넷 이용에 미치는 영향에 관한 연구

박윤서 한국경영과학회 2003 經營 科學 Vol.20 No.2

At the end of 2002, about 91% of mobile telecommunications service subscribers have mobile phones with the mobile internet access function. However, despite the rapid spread of mobile internet phones, the number of real mobile internet users is very small. In this situatlon, this paper focuses on the effect of consumer demographics such as sex, age, job, etc. and consumer life-style on the use of mobile internet. This study tries to find the answers about the following questions : 1) Which consumer demographic variables affect the use of mobile Internet? 2) How can we categorize the consumers with the mobife internet phones? 3) What are the characteristics of categorized groups and is there any difference in using the mobile internet? For this purpose. an off-line survey was conducted over 1.500 consumers with the mobile internet phones. This study concludes as follows; The important demographic factors of the use of mobile internet are age, job, marriage, academic career and personal spending money. Totally viewed in the consumer demographics. the typical type of mobile internet users can be described as the young student. On the other hand, sex and family income variables do not significantly affect the use of mobile internet, And the mobile internet users can be categorized by the life-style into four distinct groups, which are named as the innovation oriented group, the practicality oriented group, the conservation oriented group, the ostentation oriented group. These findings show that the consumer life-style have various effects on the use of mobile internet.

모바일 인터넷 소비의 실태와 비합리성에 대한 탐색적 연구

전상민 호서대학교 사회과학연구소 2013 社會科學硏究 Vol.32 No.1

시공간 제약 없이 접속이 가능한 모바일 인터넷 소비의 등장은 소비자의 행동과 방식을 변화시키고 소비자의 역할을 확대하고 있다. 그러나 모바일 인터넷과 관련된 비합리적 소비 행동도 함께 등장하여 문제점으로 지적된다. 본 연구는 모바일 인터넷 소비의 실태를 파악하고 소비자 권익과 복지증진에 도움이 되는 모바일 인터넷 소비를 위한 제언을 하기 위하여 2.30 대 스마트폰 이용자 200명을 대상으로 탐색적 연구를 수행하였다. 본 연구 결과, 모바일 인터넷 소비의 가장 큰 목적은 유희성으로 나타났다. 모바일 소비자 유형 중, 쇼핑 추구•능동적 행동형이 가장 많았는데, 이들은 모바일 쇼핑과 능동적 애플리케이션 생산 및 정보 공유 외,업무•학업용과 재미•생활편의용 콘텐츠 및 애플리케이션 소비도 모두 즐기는 것으로 나타났고,만족도도 가장 높아 향후 모바일 인터넷 소비의 주축으로 우리 사회의 새로운 소비 계층으로 자리 잡을 것으로 보인다. 그러나 모바일 인터넷 소비를 전혀 즐기지 않는 무관심형이 전체 응답자의 14.5%나 차지하고 있고, 이들의 모바일 인터넷 소비에 대한 만족도가 가장 낮아 고가의 스마트폰을 구입하고서도 모바일 인터넷에 무관심하거나 무지하여 그 혜택을 누리지 못하고 있는 것으로 나타났다. 이에 모바일 인터넷 활용방법과 편리함 등에 대한 홍보와 소비자교육이 요구된다. 모바일 인터넷 소비에서 나타나는 비합리성에 대해 살펴본 결과, 과소비성향이 가장 강하게 나타났고, 다음으로 충동,동조 소비 순이었는데,가장많은 소비자가 속해 있는 쇼핑 추구•능동적 행동형의 비합리성이 가장 두드러졌다. 특히, 이들은 다른 소비자 유형보다 모바일 인터넷 소비를 여러용도로 적극적으로 즐기면서 더 만족해하지만, 그만큼 비합리적 소비 행동 도 많이 하고 소비자 피해 수준도 높게 나타나 대책 마련이 필요하다. 따라서 모바일 소비자의 권익 보호 및 합리적 모바일 인터넷 소비의 정착과 확산을 위한 관련 부처와 기업, 소비자단체의 지속적인 노력이 모바일 인터넷 시장의 확대와 반드시 병행되어야 할 것이다. Mobile internet has changed consumers behaviors and consumption patterns, and extended the roles of consumers. Mobile consumers can connect to mobile internet and enjoy mobile shopping without any limitation of space and time. However, damages of consumers and irrational consumption also have appeared as problems of mobile internet consumption. This study conducted an exploratory study targeting 200 smart phone users aged 20-39 in order to analyze mobile internet consumption and its irrational consumption. And the study aims to suggest proposals which lead to rational mobile internet consumption and enhance the right of consumers. The findings show that the main reason why mobile consumers purchase products in mobile market or download contents and applications in app-stores was for fun. Consumers who enjoy mobile shopping and produce or sell applications in app-store made up the largest number, and they used contents and application for various purposes such as business/ studies and fun. In addition, their levels of satisfaction were the highest. Thus, it is predicted that these consumers would played key roles in mobile internet market. It is likely that they do not benefit from mobile internet because of their indifference or ignorance on mobile internet. Therefore consumer education and public communication about how to use the mobile internet in consumption is needed. Among the irrational consumption behavior of mobile internet, the level of excessive consumption was the highest. And consumers who enjoy mobile shopping and produce applications or sell them in app-store were the most irrational during using mobile internet although they used various mobile internet services and were satisfied with mobile internet consumption. Therefore, policy makers, manufactures, and consumer groups should make continuous efforts in order to protect consumers and get rid of irrational consumption.

모바일 인터넷에 대한 소비자 선호도의 탐구와 진화방향에 대한 탐색적 연구

김성범(Sung-Bum Kim) 한국인터넷전자상거래학회 2012 인터넷전자상거래연구 Vol.12 No.4

The objective of this paper is to clarify current consumer preferences for mobile Internet and to predict the evolution of mobile Internet. This research contributes to planning mobile Internet service and developing a mobile device for mobile Internet service. To respond and link methods to practical research purposes, these studies have adopted a longitudinal mixed method. A focus group interview using NVivo 9 explores consumers’ perceptions, comparisons to stationary Internet, and dimensions of the quality of mobile Internet service. A diary study explores different usage patterns of mobile Internet compared to stationary Internet. An online survey in 2007 verified individual consumers’ preferences for each category. An online survey conducted in 2010 detected changes in consumer preferences and investigated the relationship between networks and mobile devices.

인터넷과 모바일 금연교육프로그램의 효과 비교분석

송태민(Tae-Min Song),최지혜(Ji-Hye Choi),김혜경(Hye-Kyeong Kim) 한국보건교육건강증진학회 2004 보건교육건강증진학회지 Vol.21 No.3

The potential contribution of the internet and mobile phone to smoking cessation seems huge, given that a majority of Koreans now use internet and have mobile phones. The Korean Ministry of Health and Welfare developed and has been offering an internet-based smoking cessation program from the January, 2002 and a mobile-based program from the April, 2004. Despite the anticipated effectiveness of internet and mobile-based smoking cessation programs, there is little empirical evidence regarding the efficacy of both types of programs. Therefore, this study intended to evaluate the effectiveness of an internet and a mobile-based smoking cessation program and to provide the basic database for the development of effective smoking cessation strategies for the health promotion for the whole nation. Cessation and satisfaction data were obtained from the 434 participants in both programs. The data were analysed for the comparison of quit-smoking rate and the degree of satisfaction between an internet smoking cessation program and a mobile smoking cessation program. The main results of this study were as follows: 1. For the internet program participants, there were statistically significant differences in cessation rate by gender(P<0.05) and age(P<0.01). In contrast, none of general characteristics provided statistically significant differences in cessation rate for the mobile program participants. 2. For the internet program participants, smoking related characteristics(average smoking amount and the reasons for smoking) didn't have an effect on smoking cessation. But, for mobile program participants, there was a statistically significant difference in cessation rate by the reasons for smoking(P<0.05). 3. The cessation rate was 31.9%(abstinence for the previous 30 days) for internet program participants and 17.8% for mobile program participants.

모바일 무선인터넷 사용가치가 사용의도 및 사용시간에 미치는 영향에 관한 연구

신종칠 ( Jong Chil Shin ),강명수 ( Myung Soo Kang ) 한국소비자학회 2004 소비자학연구 Vol.15 No.2

유·무선 인터넷 설문조사의 비교연구

김제은,김진우 한국경영과학회 2003 經營 科學 Vol.20 No.1

There is an increasing need to use mobile Internet as a research tool as wireless technology has been developing rapidly. However, little research has been conducted to confirm methodological validity of mobile Internet survey. This study examines the possibility of using mobile Internet as a survey tool by comparing survey results of mobile and stationary Internet surveys with the same questionnaire. The results were analyzed from both economic and theoretical perspectives. Both mobile and stationary Internet survey sites were implemented with supports from domestic mobile and stationary Internet portals and telecommunication companies. The results show that there exist several differences between two survey methods. First, many respondents who use mobile Internet gave up at the early stage. However, once people continued to respond, they answered the questions to the end. Second, means and standard deviations of mobile Internet respondents were higher than that of stationary Internet. Third, the results of two survey methods were significantly different by comparing construct validity that includes both discriminant validity and convergent validity. Finally, this paper ends with implications and limitations of using mobile Internet as a survey tool.

인터넷뱅킹 확산이 은행 경영성과에 미친 영향 및 시사점

김규수 ( Kyu Soo Kim ),전봉걸 ( Bong Geul Chun ) 한국금융연구원 2016 한국경제의 분석 Vol.22 No.1

The proliferation of internet banking has been expected to contribute to the profitability of commercial banks by saving their customer management costs or by increasing service fees. Considering the introduction of internet-only-bank in Korea, it is very important to evaluate the effect of internet banking or mobile banking on the banking services. This paper attempts to analyze the relationships among internet and mobile banking and profitability of banks, using a data from 2001 to 2014. We also interpret the result from the perspective of succeed internet-only bank in Korea. According to our findings, the widespread use of internet banking has enhanced the efficiency of banking business by reducing the reliance of banks on profit from interest and increasing the share of non-interest revenue of banks such as fees. It is, however, found that internet or mobile banking does not have significant impacts on the profitability of individual banks. In addition, the analysis also shows that internet banking has not affected to an increase in the share of demand deposit. 17) In conclusion, the broad use of internet banking has had no significant impacts on the profitability of individual banks. These results indicate that banks should develop proactive measures to make the full use of internet and mobile banking, as an omni-channel. To be successfully set up, internet-only banks should also learn from the lesson of history of internet banking. Further in-depth researches on the effects of internet banking on the profitability of banks need to be done using accumulated appropriate data in the future.

컴퓨터교과교육 : 사이버불링 발생과 정보매체활용 간의 상관분석 -인터넷과 휴대전화 사용을 중심으로

김봉섭 ( Bong Seob Kim ),박종선 ( Jong Sun Park ),감동은 ( Dong Un Gam ),진상기 ( Sang Ki Jin ) 한국컴퓨터교육학회 2013 컴퓨터교육학회 논문지 Vol.16 No.5

청소년들에게 사이버불링은 심각한 위해 요소로 작용하고 있지만 사안의 심각성과 중요성에도 불구하고 학문적인 접근과 시도는 아직 초기 단계이다. 이에 따라 본 연구에서는 전국 초·중·고등학생 1,112명을 대상으로 설문조사를 실시하였다. 조사 결과 청소년들 사이에 인터넷 불링 가해경험은 유형별로 20.3%에서 39.0%, 피해경험은 11.0%에서 23.4%, 휴대전화 불링 가해경험은 15.9%에서 44.1%, 피해경험은 5.5%에서 21.8%인 것으로 나타났다. 사이버불링 가해 경험에 영향을 미치는 요인으로는 인터넷의 경우 성별, 학업스트레스, 인터넷 접근성, 익명성, 인터넷 이용시간 등인 것으로 조사되었다. 휴대 전화의 경우에는 학교급별, 학업스트레스, 휴대이동성, 익명적 이용가능성, 휴대전화 이용시간 등이 휴대전화 불링에 영향을 미치는 것으로 나타났다. 마지막으로 인터넷 불링과 휴대전화 불링과의 관계를 살펴본 결과 인터넷 불링 가·피해 경험과 휴대전화 불링 가·피해 경험은 서로 관련이 있는 것으로 나타났으며, 특히 인터넷 불링 가해경험과 휴대전화 불링 가해경험, 인터넷 불링 피해경험과 휴대전화 불링 피해경험은 상당한 관련이 있는 것으로 조사되었다. Cyberbullying has a negative influence on teens. However, the academic approach and try is still an its early stages in spite of the issue of the seriousness and importance. Accordingly, this study conducted a survey of 1,112 elementary, middle and high school students. According to the survey, Internet bullying violence experience was from 20.3% to 39.0%, victim experience from 11.0% to 23.4%, mobile phone bullying violence experience was from 15.9% to 44.1%, victim experience from 5.5% to 21.8%. The factors affecting Internet bullying violence experience were gender, academic stress, internet accessibility, anonymity, use time of internet. The factors affecting mobile phone bullying violence experience were school table, academic stress, mobility, anonymity, use time of mobile phone. Finally, this study grasped the relation between Internet and mobile phone bullying. It was found that Internet bullying violence?victim experience had something to do with mobile phone bullying violence?victim experience. Especially, Internet bullying violence experience had a lot to do with mobile phone bullying violence experience, Internet bullying victim experience had a lot to do with mobile phone bullying victim experience.