제시된 정보의 정렬가능성과 통제감이 속성 중요도 평가에 미치는 영향

이선민,김희진 한국마케팅관리학회 2018 마케팅관리연구 Vol.23 No.3

There are two options for product attributes to be presented: one way is to align the same attribute with different levels and the other way is to present nonalignable, ie. different attributes. Structural alignability theory defines the former as alignable attributes which are easy to compare and the latter as nonalignable attributes which are difficult to compare. This study suggested that the attribute importance between alignable vs. nonalignable attributes could be adjusted by the level of perceived control. Three alternative hypotheses were formed based on prior research. First, considering the close relations between personal control and goal orientation, the attribute importance could be affected by processing types of regulatory focus: High(vs. low) control is expected to use relational(vs. item-specific) processing. Second, based on the positive relations between the level of personal control and cognitive resources nuanced by previous findings, high control with enough cognitive resources is expected to compare every attributes carefully although low control with depleted resources would put more importance on alignable attributes which are easy to compare. Third, if the recent finding of which financial poverty reminds trade-off between benefits and costs and evokes more objective judgement on valuation could apply to the cognitive resources as well, low control would be expected to remind the nature of limited cognitive resources and motivate consumers to spend it objectively. Two experimental studies verified the question and confirmed the third hypothesis. Study 1 found that high control made use of nonalignable attributes but low control evaluated importance of both types of attributes equally. Study 2 confirmed that this effect happened due to value objectification. Finally, theoretical as well as managerial contributions were discussed. 두 가지 선택대안의 속성을 제시할 때, 두 선택대안이 가진 공통속성을 나란히 보여주는 경우와 각 선택대안이 가진 독특한 속성을 개별적으로 제시하는 경우가 있다. 비교가 용이한 전자를 정렬가능한 속성(alignable attribute)이라고 하고 비교가 어려운 후자를 정렬불가능 속성(non-alignable attribute)이라고 한다. 본 연구는 소비자들이 느끼는 통제감이 높고 낮음에 따라 의사결정에 더 중요하게 사용하는 속성의 종류가 달라질 것으로 예측하고, 기존 연구에 기초하여 세 가지 가설을 수립하였다. 첫째, 목표지향성(goal orientation) 가설에 따르면 통제감이 높은(vs. 낮은) 경우 향상초점(vs. 예방초점)의 정보처리 방식이 활성화되어 정렬가능(vs. 정렬불가능) 속성의 중요도를 높게 지각하는 긍정적 선형관계가 나타날 것으로 예측할 수 있다. 반면, 인지적 자원 가설에 따르면 통제감이 높을수록(vs. 낮을수록) 정보처리가 어려운(vs. 쉬운) 정렬불가능(vs. 정렬가능) 속성을 판단에 중요하게 고려하는 부정적 선형관계가 나타날 것으로 예상된다. 마지막으로 가치객관화 가설에 따르면, 통제감이 높은 경우 정렬불가능 속성의 중요도를 더 높게 평가하지만 통제감이 낮은 경우 속성의 정렬가능성의 중요도의 차이는 없을 것으로 예상할 수 있다. 이를 검증하기 위해 실시한 두 개의 실험연구 결과 세 번째로 제시한 가치 객관화 가설이 지지되었다. 연구 1의 결과를 통해 통제감이 높을 때는 정렬불가능한 개별 속성을 더 중요하게 생각하지만 통제감이 낮아지면 두 종류의 속성 간 중요도의 차이가 없어지는 것을 발견하였다. 또한 연구 2를 통해 통제감이 높아질 때 정렬불가능한 개별 속성으로 제시된 두 선택 대안의 가치를 서로 상이하게 생각하지만 통제감이 낮아졌을 때 두 대안의 가치를 유사하게 지각한다는 것을 검증하였다. 이는 낮은 통제를 지각하는 경우 정보제시방법의 맥락효과가 약화되고 상품가치를 더 객관적으로 평가하게 된다는 것을 뜻한다. 추가적으로 이러한 결과가 의미하는 학문적, 실무적 공헌점에 대해 논의하였다.

Q행렬 오지정 및 인지요소 위계구조가 인지진단모형 추정 양호도에 미치는 영향

양희원,이규민,강상진 한국교육평가학회 2019 교육평가연구 Vol.32 No.1

This study was designed to investigate the quality level in the estimation of cognitive diagnostic model when the Q-matrix was misspecified and/or the structure of attributes was hierarchical. The simulation data were generated under several conditions; the proportion of items containing missspecified attributes, the types of misspecifications, hierarchical and non-hierarchical structures of attributes. The effects of using different number of attributes and different number of examinees were also examined. The hierarchical structures of attributes were classified into three types (linear/divergent/convergent). The quality levels in the estimation of the cognitive diagnostic models were investigated via model data fit and the exact agreement rate of classification of attribute patterns. Based upon the result of this study, the higher the proportion of items containing misspecified attributes in Q-matrix, the worse the model data fit and the less exact agreement rate of classification of attribute patterns. Also, model with reflecting hierarchical structures of attributes would not produce better fit than that without reflecting hierarchical structure of attributes. The exact agreement rate of classification seemed decreased in the case without reflecting hierarchical structure of attributes compared to the case with reflecting hierarchical structure of attributes. 이 연구는 인지진단모형을 적용함에 있어 사용하는 Q행렬이 오지정되었을 때, 그리고 인지요소가 위계구조를 가지고 있을 때, 인지진단모형 추정 양호도에 어떠한 영향을 미치는지 탐색하였다. Q행렬에서 오지정된 요소를 포함하는 문항의 비율을 0%․10%․20%․30%, 오지정 종류는 과잉․과소․혼합, 인지요소의 위계구조는 선형․확산형․수렴형을 고려하였다. 인지진단모형 추정 양호도를 확인하기 위해 모의자료를 생성하여 연구를 수행하였고, 모형적합도와 인지요소패턴 분류정확일치도를 산출하였다. 연구 결과, Q행렬에서 오지정된 요소를 포함하는 문항의 비율이 높아질수록 모형적합도는 나빠지고, 인지요소패턴 분류정확도는 감소되었다. 자료의 인지요소 위계구조를 반영하여 분석한 경우에 비해 반영하지 않고 분석한 경우, 인지진단모형 적합도에서는 뚜렷한 경향을 보이지 않았지만, 인지요소패턴 분류정확일치도는 감소하였다.

Fully secure non-monotonic access structure CP-ABE scheme

( Dan Yang ),( Baocangwang ),( Xuehua Ban ) 한국인터넷정보학회 2018 KSII Transactions on Internet and Information Syst Vol.12 No.3

Ciphertext-policy attribute-based encryption (CP-ABE) associates ciphertext with access policies. Only when the user’s attributes satisfy the ciphertext's policy, they can be capable to decrypt the ciphertext. Expressivity and security are the two directions for the research of CP-ABE. Most of the existing schemes only consider monotonic access structures are selectively secure, resulting in lower expressivity and lower security. Therefore, fully secure CP-ABE schemes with non-monotonic access structure are desired. In the existing fully secure non-monotonic access structure CP-ABE schemes, the attributes that are set is bounded and a one-use constraint is required by these projects on attributes, and efficiency will be lost. In this paper, to overcome the flaw referred to above, we propose a new fully secure non-monotonic access structure CP-ABE. Our proposition enforces no constraints on the scale of the attributes that are set and permits attributes' unrestricted utilization. Furthermore, the scheme's public parameters are composed of a constant number of group elements. We further compare the performance of our scheme with former non-monotonic access structure ABE schemes. It is shown that our scheme has relatively lower computation cost and stronger security.

패키지 속성이 자동차 구매 만족도와 재구매, 추천의도에 미치는 영향

이호택(Hotaek Lee),M.Vishal,T.Yashwant,이용(Yong Lee),김태엽(Taeyub Kim),남종용(Jongyong Nam),박인성(Inseong Park) 한국자동차공학회 2013 한국자동차공학회 학술대회 및 전시회 Vol.2013 No.11

Consumers tend to evaluate overall satisfaction of a car by attribute-level performance, not overall-level. The impact of attribute-level performance on car overall satisfaction can be analyzed using the Structural Equation Model. In this paper, The attributes of a car are classified with the car package attribute-level at the product development point of view. This classification has advantages that the result of the analysis can be applied to practical development process. Finally, the impact of car package attribute-level performance on car overall satisfaction and repurchase & recommendation intentions is analyzed using the Structural Equation Model based on the survey data in India.

다양성 회피와 일차과정을 이용한 시장구조분석의 타당성 검증에 관한 연구

이서구,김준환 대한경영학회 2005 大韓經營學會誌 Vol.18 No.2

The purpose of this study is to build market structure analysis model at aggregate level using confirmatory approach under the assumption of variety avoiding having beta-binomial distribution, and to test the model's validity using brand switching data used in previous research.We estimated parameters using actual brand switching data and calculated likelihood chi-square statistic(goodness-of-fit) to verify five hypothetical market structures used in previous research. We found two significant hypothetical market structures, and introduced another goodness-of-fit statistic, modified AIC, to decide which market structure is better. And we got optimal market structure which has only one attribute, calorie, to explain actual non-alcholic beverages market structure.Our model is better than that of previous research which showed same result for us, because we used more parsimonious parameters. While we derived brand choice model using attribute-base in consumer information processing theory, the previous research derived their model using brand-base in utility maximization theory. Hence attribute-based choice model can explain brand choice activity and brand switching in the competitive marketplace better than brand-based choice model. In addition, first-order process assumption reflects more realistic environment than zero-order process assumption, because zero-order process assumption needs large number of parameters to explain brand switching at sub-category level in market structure. 본 논문에서는 상대적인 소비자 이질성을 고려한 다양성 회피 정도를 측정하는 과정에서 총체적 수준에서 시장구조를 분석하고자 하였다. 검증방법에서 소비자의 다양성 회피 정도는 베타분포를 갖는 것으로 가정하였다.박세훈의 기존 연구에서 제시한 동일한 자료를 이용하여 박세훈(1992)이 제시한 모델과 Kumar & Sashi의 모델과 본 연구 모형과 비교하는 방법으로 모형의 타당성을 검증하고자 하였다. 그 결과, 기존 연구들과 매우 유사한 결과를 얻을 수 있었다. 특히, 동일한 자료를 이용하여 분석한 Kumar & Sashi의 연구와는 일치된 결과를 보여 본 논문에서 사용한 모델의 이론적 타당성을 검증할 수 있었다. 이와 더불어, 상대적으로 적은 모수로서 유사한 결과를 보였음은 일차선택과정하에서의 다양성 회피행동에 기초한 시장구조분석 모델이 영차선택과정에 의한 시장구조분석 모델보다 더욱 간결한 모델이 될 수 있는 가능성을 보여준 것이라 할 수 있다.

뉴스 텍스트를 활용한 국내 자동차 시장의 브랜드 속성 기반 시장 구조 분석

김종대,송인성 한국경영과학회 2022 韓國經營科學會誌 Vol.47 No.1

We propose an approach to explore the discourse generated by the public press to draw meaningful insights on brands, brand attributes, and the brand attributes-based market structure. Focusing on the Korean automobile market, we collect 346,795 news articles related to the automobile industry. Then, we employ a machine learning-based text mining model to extract the semantic structure of brands and brand attributes reflected in the news text data. Specifically, we utilize the Word2vec model to assign each word as a vector, and measure the semantic (dis)similarity as the vector distance between word vectors. This approach enables us to find key brand attributes in the Korean automobile market, such as “quality”, “luxury”, and “trust”, and to measure the strength of their associations with automobile brands. Using the associations between brand and brand attributes, we visualize the brand-level market structure via perceptual maps that reveal the competitive nature of the market at the brand level. Based on these results, we summarize meaningful insights for the brand management and marketing strategy. We propose an approach to explore the discourse generated by the public press to draw meaningful insights on brands, brand attributes, and the brand attributes-based market structure. Focusing on the Korean automobile market, we collect 346,795 news articles related to the automobile industry. Then, we employ a machine learning-based text mini ng model to extract the semantic structure of brands and brand attributes reflected in the news text data. Specifically, we utilize the Word2vec model to assign each word as a vector, and measure the semantic (dis)similarity as the vector distance between word vectors. This approach enables us to find key brand attributes in the Korean automobile market, such as “quality”, “luxury”, and “trust”, and to measure the strength of their associations with automobile brands. Using the associations between brand and brand attributes, we visualize the brand-level market structure via perceptual maps that reveal the competitive nature of the market at the brand level. Based on these results, we summarize meaningful insights for the brand management and marketing strategy.

Extraction Security Indexing Value to use Story-Telling and Attribute-Based Encryption Scheme considering on Big Data Environment

You-jin Song,Jang-mook Kang 보안공학연구지원센터 2015 International Journal of Security and Its Applicat Vol.9 No.8

In the real world, especially for wearable context with the education information communicating, the diversified contexts need to be considered to apply the Attribute-Based Encryption. However, it is hard to design the optimized dynamic access structures because it is static access structures and properties of Attribute-Based Encryption. In this paper, we propose the attribute-based encryption using the algorithm of context-based service inference model to collect the attributes by data and to provide appropriate services by recognizing the situation. Especially it is analyzed that the students' answering process is sectionalized to several scenarios according to teachers' educational objective and plan in educational environment. And through the process it is described that the application of security policy and technology must be distinguished by tables.

DEMATEL 기법을 활용한 사용편의성 평가속성 선정에 관한 연구

신현봉(Shin Hyunbong),김태균(Kim Taekyun) 한국디지털디자인학회 2008 디지털디자인학연구 Vol.8 No.2

전문가들은 사용편의성 평가의 기준이 되는 평가속성들을 제시하면서 이들 속성들이 일반적일 수도 있고 특정 제품에 한정적으로 적용될 수 있다고 말하고 있다. 하지만 이들이 제시하고 있는 평가속성의 수가 많고 서로 의미가 유사한 속성들이 있기 때문에 이들 중에서 평가 대상과 목적에 적합한 평가속성을 선택하여 활용해야 한다. 평가속성은 사용편의성 평가의 기준이 되기 때문에 적절한 평가속성의 선정은 매우 중요하다. 하지만 평가 속성 선정에 관한 적절한 기준이 없어 전문가가 아니라면 평가 대상과 목적에 적합한 평가속성을 선정하는데 어려움을 겪는다. 본 연구에서는 평가속성을 선정하는 방법으로 DEMATEL 기법의 활용 가능성을 고찰하였다. 이 기법을 적용하기에 앞서 선행연구 사례를 조사하여 메뉴방식 인터페이스의 사용편의성 평가와 관련된 평가속성들을 추출하였고 DEMATEL 기법의 수행절차에 따라 평가속성들 간의 1:1 인과관계를 파악하였다. 평가속성들 사이의 인과관계는 현장에서 UI 관련 업무를 수행하고 있는 5명의 전문가가 파악하였다. 이들이 도출한 공통된 판단을 근거로 바이너리 행렬을 작성하였고 평가속성들 간의 인과관계에 대한 계층구조를 파악할 수 있었다. 또한 이를 바탕으로 계층구조의 상위에 위치하는 평가속성들을 메뉴 방식 인터페이스의 사용편의성 평가에 활용할 수 있는 대표적인 평가속성으로 선정하였다. Experts suggest usability attributes for the base of usability evaluation and explain that these attributes can be general or applicable to a specific product. however we have to select and use suitable attributes of evaluation for the objects and the purpose among them because there are many attributes of evaluation in the number and similar meanings. As the usability attribute is the base of usability evaluation it is very important to select suitable one. But if not experts we get difficulty in selecting suitable one for the objects and the purpose as there are not proper bases for selecting it. In this study We reviewed the possibility of applying DEMATEL method as a method of selecting the usability attribute. We grasped 1:1 causation between the usability attributes according to the process of DEMATEL method after deducing usability attributes which are considered as important in usability evaluation. Five experts who are implementing works related with UI in the site identified the causation between the usability attributes. We made the binary matrix on the base of common decision deducted from them and could grasp the hierarchy structure of causation between usability attributes. In addition on the base of it we selected the usability attributes being placed on upper hierarchy structure as the representative ones to usability evaluation of menu interface.

국민대학교 안동 연습림의 임분현황과 임분구조 분석

신만용 國民大學校 山林科學硏究所 2000 山林科學 Vol.12 No.-

The objective of this study was to provide basic information for the rational management and efficient usage of the experimental forest based on the analysis of stand attributes and stand structure. For this, data of 10 compartments were collected by plot sampling techniques. The data were then analyzed by using a computer program which is SIDAS(stand inventory data analysis system) to investigate various stand statistics and stand structures such as diameter, height, and volume distribution by compartment. Each compartment of the study area has relatively high growing stock compared with stand age, but shows stand structures having small diameter classes. As a result, most of the compartments are required to reduce the stand density by using appropriate tending practice such as thinning. Based on the analysis of stand attributes and structures for each compartment, two goal stand types are proposed. They are pure stand of red pin and mixed stands of red pine and oak. In the next management planning period, thinning is mainly needed in order to control the stand density and finally induce to the specific goal stand type.

병원 선택 속성간의 계층적 구조 분석

차재빈,이훈영 한국보건행정학회 2011 보건행정학회지 Vol.21 No.2

As the competition among hospitals become intensified, hospital management is required to carry out more effective marketing and positioning of the hospital. Successful positioning of a hospital requires the knowledge about how the concrete attributes inherent in the medical service associated with the customer values that customers seek eventually in the medical service. Thus, it is required for hospital management to understand which hospital attributes should be emphasized in order to improve the customer values. The hierarchical structure of service attributes can provide valuable information about effective positioning and advertising. To obtain such knowledge, we employed the order analysis technique as an objective means-end chain method. Order analysis is useful for identifying the causal structure among attributes. Thus, we can examine the underlying causal relationship and eventually the vertical structure of hospital selection attributes. For this study, we conducted a survey to obtain 370 responses for the analysis. The result suggests that hospital management had better increase the scale of hospital, improve the services of health care providers, and modernize the hospital facilities and equipments so as to enhance customer values and eventually to lead them to recommend the hospital to others. Our findings would provide the valuable information for hospital management to develop the more effective hospital positioning and marketing strategies.