차세대 위치기반서비스 측위 기술

박용완,김선미,Park Yong-Wan,Kim Seon-Mi 한국통신학회 2006 정보와 통신 Vol.23 No.6

프로스펙트 이론과 심적 회계를 이용한 복합적 신용카드 보상프로그램의 설계

박용완(Yong Wan Park),허정(Chung Hur) 한국경영학회 2017 Korea Business Review Vol.21 No.1

신용카드 회사는 고객들을 유인하기 위해 다양한 혜택들을 제공하고 있으며, 그중 대표적인 고객보상 프로그램은 사용 금액에 따른 포인트 적립이었다. 하지만, 소비자들은 포인트 적립보다는 현금 할인을 더 많이 선호하고 있기에 신용카드 회사들은 포인트 적립보다는 현금할인 비중을 조금씩 늘리고 있다. 반면, 여러 신용카드를 비교하여 혜택만 챙기는 체리픽커(Cherry Picker)가 증가하고 있기에 이를 방지하고 고객들을 고착화하기 위해서는 포인트 적립이 효과적인 측면이 있다. 결국 신용카드 회사는 고객들의 선호가 높은 현금할인과 고객 고착화에 효과적인 포인트 적립이라는 두 가지 보상프로그램 사이에서 선택해야 하는 딜레마에 빠져 있다. 본 연구에서는 Kahneman and Tversky(1979)의 프로스펙트 이론과 Thaler(1985)의 심적 회계(Mental Accounting)와 쾌락적 편집(Hedonic Editing) 원칙에 의거하여 이득을 분리하는 것이 소비자 효용을 극대화할 수 있기에, 포인트 적립만 제공하는 형태보다 같은 금액을 포인트와 현금으로 분리해서 제공하는 형태의 복합적 보상프로그램이 효과적일 것으로 예상하였다. 다시 말하면, 복합적 보상프로그램이란 100원의 현금할인 혹은 100포인트의 적립이 아닌, 50원 현금할인과 50 포인트의 적립을 복합적으로 제공하는 보상프로그램을 의미한다. 이에 신용카드 회사들이 제공하는 3가지 고객 보상프로그램인 현장할인, 청구할인, 포인트 적립과 본 연구에서 제시하는 현금할인+포인트를 동시에 제공하는 복합 보상프로그램을 비교하고 그 효과를 검증하였다. 또한 현금할인에서 포인트 적립으로 고객보상 프로그램의 형태를 변경하는 경우 현상 유지 편향(Status Quo Bias)으로 인해 선호도가 낮지만, 현금할인과 포인트 적립을 동시에 제공하는 복합보상 형태로 변경하면 포인트 적립으로 변경하는 경우보다 선호도가 상대적으로 덜 감소하는 것을 확인하였다. 편의성과 유용성이 이러한 고객보상 유형과 선호도 사이를 매개한다는 사실도 확인할 수 있었다. 이러한 결과를 바탕으로 고객보상 프로그램을 설계할 때 복합적 고객보상 프로그램 방식이 만족도를 떨어뜨리지 않으면서 동시에 고객 고착화를 유도할 수 있다는 시사점을 제시하였다. Credit card companies provide a variety of benefits to attract consumers, and the most typical reward program would be reward mileage. However, consumers prefer cash-back(or instant discount) to reward mileage, so the portion of cash-back reward program tend to increase, compared to reward mileage program. On the other hand, one of credit card companies’ concerns is cherry-pickers that are interested in promoted items and benefits such as instant discount and cash-back. The reward mileage program is effective to prevent cherry-pickers, so credit card companies face a dilemma of making choice between cash-back and reward mileage. Based on the prospect theory(Kahneman and Tversky 1979) and mental accounting(Thaler 1985), this paper proposed a composite reward program – mixing cash-back and reward mileage. Through 2 experiments, we examined consumers’ preference about reward programs (instant discount, cash-back, reward mile, and composite regard program). In Experiment 1, preference toward reward mileage was significantly less than that toward others(instant discount, cashback, composite reward program). In Experiment 2, we found that because of the status quo bias, consumer preference decreased when companies changed from instant discounts to reward mileage, compared with keeping current programs. When the changed program is the composite reward program, rather than reward mileage, the negative impact on consumer preference was relatively less. Also, these effects were mediated by usefulness and convenience. Reward mileage program is an important way to prevent cherry-pickers, so these results imply that the composite reward program could hold consumers without scarifying consumer satisfaction.

스마트폰 분실 위험과 경쟁 제품에 대한 점화(priming)가 모바일 결제서비스에 대한 소비자 태도에 미치는 영향

박용완(Yong Wan Park),김희영(Heeyoung Kim) 한국경영학회 2016 經營學硏究 Vol.45 No.3

Fin-Tech, known as a financial service based on Information Technology, has received lots of attention from global IT companies, and a variety of Fin-Tech services has been launched over the last few years. Most of them focus on online marketplace, but Tap-and-Pay styled mobile payment service, such as Apple Pay and Samsung Pay, extends to offline marketplace. Mobile payment service providers expect that a variety of payment methods (e.g., credit card and cash) will converge into Smartphone on your hand in the near future. This paper demonstrated that consumer attitude can be affected by perceived risk of losing their smartphone and recognition for a credit card as a major competitor, and argued that these factors would be a challenge for mobile payment service providers. In Experiment 1, we primed perceived risk of losing a smartphone by asking whether they have any experience for losing your mobile phone. As a result, perceived security and intention to use Tap-and-Pay styled mobile payment service in the priming condition were lower than those in the control condition. It implies that consumers have concern to lose their smartphone because of storing not only their personnel information but also financial information, and it may make them hesitate to adopt it. In Experiment 2, recognition for a credit card was also primed by asking how many time they used their credit card in a day. Participants’ preference and intention to use Tap-and-Pay styled mobile payment service in the priming condition were lower than those in the control condition. To use mobile payment service, consumers should run the app, secure with the fingerprint, and tap the smartphone on the card reader. If using a credit card, they should take out the credit card from the wallet, give it to a shop assistant, and receive it from him/her. At least, there seems like no difference in convenience. It means that convenience of mobile payment service is not good enough to achieve a competitive advantage over the competitor, credit card. Overall, these results clearly show that companies need to put lots of effort to attenuate consumers’ concern about losing smartphone and increase perceived convenience for thriving in the market.

PEO를 이용한 Alg-Na 바인더의 물성향상

박용완(Yong Wan Park),김의화(Eui Hwa Kim),조호현(Ho Hyun Cho) 한국염색가공학회 2014 韓國染色加工學會誌 Vol.26 No.1

연말정산 환급 및 추가납부에 대한 근로소득자의 인식 전환이 가능한가? 프레이밍 효과(Framing effect)를 활용한 납세자의 연말정산 인식 연구

박용완(Yong Wan Park) 한국경영학회 2020 經營學硏究 Vol.49 No.4

The year-end settlement refers to the adjustment of the tax paid by the wage earner based on balancing withholding tax and the finalized tax amount through various tax benefits. Most wage earners are happy with the refunds and angry about the additional payments through year-end tax settlements. Although the wage earner only receives the principal without an interest cost when the government returns taxes collected excessively, they do not realize that they lose an interest cost and an opportunity cost. This study examined that the perception of wage earners could change depending on how to describe the year-end tax settlement. Framing effect is an cognitive bias that preference or attitude toward an option would vary depending on whether it is presented with positive or negative frame because of a tendency avoiding risk under gain domain but seeking risk under loss domain. Thus, this study try to shift the perceptual focus of wage earners from the principal to the interest cost and the opportunity cost using framing effect. Specifically, I expected that the attitude of wage earners toward year-end tax settlements would be more positive under the loan framing condition focusing on the interest cots and the oppurtunity cost than under the neutral condition, and the results of Experiment 1 supported this prediction. In Experiment 2, I examined whether the choice of wage earners for withholding tax ratio would be affected by the framing. Because most taxpayers prefer the tax refund to the additional payment, the government gave the wage earner the option for choosing withholding tax ratio (80%, 100%, 120%). If they want to receive tax turn after the year-end tex settlement, they would chose 120% as withholding tax ratio. If they want to pay the addition tax payment, they would choose 80%. Thus, I expected that the choice ratio of 120% withholding tax ratio would increase under the loan framing condition, compared to the neutral condition, but there was no significant effect. Based on what the study found, the implications were discussed.

입력 직류 제어 전압에 의한 선형적인 부하 출력제어

박용완(Yong-Wan, Park),조진호(Jin-Ho, Cho),김덕규(Duk-Gyoo, Kim) 대한전자공학회 1983 대한전자공학회 학술대회 Vol.1983 No.11

CDMA시스템에서 지연 시간을 향상시킨 순차적 간섭 제거기에 관한 연구

최병구,박용완,Choe, Byeong-Gu,Park, Yong-Wan 대한전자공학회 2000 電子工學會論文誌-TC (Telecommunications) Vol.37 No.7

본 논문에서는 CDMA 시스템에서 다중 사용자 검출을 위해 수신신호를 나누는 개념과 순차적 간섭 제거기를 조합한 새로운 간섭 제거기를 제안한다. 본 간섭 제거기에서 수신신호를 첫 번째 그룹의 입력 신호로 이용하며, m개의 그룹들을 통과해서 m개의 그룹 출력 신호들은 만들어진다. e번째 그룹의 출력 신호를 제외한 모든 그룹의 출력 신호들은 더해져서 수신신호로부터 제거되고 그로부터 얻어지는 신호는 번째 순차적 간섭 제거기의 입력 신호로 이용된다. 컴퓨터 시뮬레이션 및 구조분석을 통해서 향상된 순차적 간섭 제거기가 비트 오율과 복잡성의 면에서 순차적 간섭 제거기의 성능을 유지시키는 동시에 순차적 간섭 제거기의 지연시간에 대한 단점을 향상시킴을 보여준다. In this paper, we introduce a modified interference cancellation scheme for multiuser detection in CDMA(Code Division Multiple Access). This detector uses SIC(Successive Interference Canceller) scheme and divides the received signals to reduce the delay time. In this proposed structure, the active users are divided into a number of groups. Within each group, parallel detection is performed to estimate the output signal of that group. The estimated output signal due to that group is then subtracted from the received signal and the resulting residual signal is used for the parallel detection of the next group. This parallel and serial cancellation process is repeated until the last group in the stage is completed. The estimated output signals due to all groups except -th group are MAI for the user signals in -th group. Therefore, the estimated output signals due to all groups except th group are subtracted from the received signal, and then the obtained signal becomes the input signal of -th SIC. The proposed RDSIC (Reduced Delay time of Successive Interference Canceller) has performance and complexity close to the SIC, but with much less detection delay.

CDMA시스템에서 전체 자원요구량에 근거한 새로운 우선권기반의 호 수락제어 알고리즘

박세권,박용완,Park Shi quan,Park Yong wan 한국통신학회 2004 韓國通信學會論文誌 Vol.29 No.12a

CDMA시스템에서 서로 다른 종류의 호에 서로 다른 우선권을 할당하는 호 수락제어(CAC: Call Admission Control)기법은 많은 연구가 이루어졌다. 본 논문에서는 사용자의 전체 자원요구량에 근거하여 같은 종류의 호에도 서로 다른 우선권을 할당하는 호 수락제어기법을 제안하고 그 성능을 분석한다. 제안하는 알고리즘은 한 기지국에서의 자원요구량이 아닌 전체 시스템에서의 자원요구량에 근거하여 같은 종류의 호에 서로 다른 우선권을 할당한다. 새로운 호의 호 신청수락여부를 결정할 때 시스템에 충분한 여유용량이 있으면 모든 호를 수락하지만 모든 호들을 받아들일 수 없으면 우선권이 높은 호부터 받아들인다. 분석결과는 제안된 알고리즘이 같은 종류의 호에 서로 다른 우선권을 할당하지 않는 알고리즘보다 호 차단확률과 통화품질 저하확률 및 전송부하에서 모두 우수한 성능을 나타냄을 보여준다. CAC (Call Admission Control) schemes for different service class are studied in many Papers. A novel priority CAC algorithm, which gives priority to a same class call according to the total resource requirements is proposed and analyzed in this paper. The proposed algorithm provides a priority according to the total resource requirements other than only in a base station. If there are efficient residual resources in the system, it will accept all new calls. Otherwise, it will selectively accept these new calls according to the total resource requirements. The results show that the proposed algorithm provides better call blocking probability, outage probability and throughput than the conventional algorithm.

Decision-Feedback Detector for Quasi-Orthogonal Space-Time Block Code over Time-Selective Channel

왕우상,박용완,Wang, Youxiang,Park, Yong-Wan The Korean Institute of Communications and Informa 2009 韓國通信學會論文誌 Vol.34 No.12a

본 논문은 시간 선택적 페이딩 (time-selective fading) 채널에 강인한 준직교 시공간 블록 부호(quasi-orthogonal space-time block code) 검출 기법을 제안한다. 제안된 검출 기법은 간섭 제거를 수행하고, 채널이 심벌에서 심벌로 변할 때 안테나 간 간섭 또는 심벌 간 발생하는 간섭을 제거하기 위한 decision-feedback equalization 기능을 수행한다. Feed forward equalizer와 feedback equalizer를 얻기 위해 간섭제거를 수행한 후, 채널 Gram 행렬에 대해 Cholesky 분해를 사용한다. 실험 결과에 의해 제안된 검출 기법의 성능이 time-selectivity 환경에 적용하기 위해 기존에 제안되어온 검출 기법들에 비해 개선되었음을 보인다. This paper proposes a robust detection scheme for quasi-orthogonal space-time block code over time-selective fading channels. The proposed detector performs interference cancellation and decision feedback equalization to remove the inter-antenna interference and inter-symbol interference when the channel varies from symbol to symbol. Cholesky factorization is used on the channel Gram matrix after performing interference cancellation to obtain feed forward equalizer and feedback equalizer. It is shown by simulations that the proposed detection scheme outperforms the conventional detection schemes and the exiting detection schemes to time-selectivity.

釉上彩色料에 關한 硏究

이종근,박용완,Lee, Chong-Keun,Park, Yong-Wan 대한화학회 1957 대한화학회지 Vol.4 No.1

High-fire stain is influenced by the conditions of glaze, firing atmosphere, etc. On the contrary, low fire stain is not influenced by those conditions but obtainable in arbitrary colors and it is indispensable for pottery decoration. It is difficult for us to study into the color in the sphere of result publication method and expression of color. Looking over the literature on this subject, I have been confronted with much difficulties, accordingly, I made a basic and systematic experiment as to six low-firing stains (blue, green, blue-green, brown black and yellow) and made it proper to be applied in these studies. On pigment, I confirmed the influence of the assistant coloring matter by mixing up the coloring matter and the assistant coloring matter in various proportions. On flux, I measured the melting point by making PbO-$SiO_2$ system and PbO-$B_2O_3-SiO_2$ system and decided the range of usage. Also I checked the coloring by making the pigment on laze with pigment and flux manufactured, and concluded the pigment and flux adaptation to it.