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The Korea Academic Society of Digital Business
Administration (KASDBA)
(사)한국디지털경영학회
International Conference on Advanced Computing, Communication, and Information Sciences
(ICACCI-2017) Global Plaza, Kyungpook National University,
Daegu, South Korea, May 19-20, 2017
ICACCI-2017 Conference Program
2
■ Date: Friday and Saturday, May 19-20, 2017, 10:00am –
5:30pm
■ Place: Gyeongha Hall (Conference Hall), Global Plaza,
Kyungpook National University, Daegu, South
Korea
■ Organizer:
The Korea Academic Society of Digital Business
Administration (KASDBA) (사)한국디지털경영학회
■ Co-
organizer:
Korea Institute of Digital Convergence (KIDICO)
■ Sponsors:
National Information Society Agency (NIA)
3
Good morning! Ladies and gentlemen, on behalf of the ICACCI-2017 organizing committee, I
am honored and delighted to welcome all the participants to the International Conference on
Advanced Computing, Communication, and Information Sciences, held at Kyungpook National
University in Daegu, South Korea.
First of all, I would sincerely express my gratitude to the welcoming speakers, Ho-Ick Suk who is
a President of the Korea Institute of Digital Convergence. I would also like to extend my sincere
thanks to two keynote speakers, Dr. Robert G. Rittenhouse who is a Professor and chair of MSIT
Department at Keimyung Adams College, Keimyung University, and Doo-Hyun Baek who is
general manager, strategy and planning department WINITECH Co.Ltd.
Particularly, I would like to thank members of the committee and session chairs for their
contribution on organizing the conference program and the reviewers for the submitted papers. My
special thanks to the sponsors, National Information Society Agency (NIA), Daegu Convention &
Visitors Bureau, and WINITECH Co. Ltd. who have helped us to keep down the costs of this
conference.
Finally, I want to thank all authors for their willingness to openly describe their achievements,
share experiences, and present their ideas.
This conference aims to provide a platform for participators in the field of information and
communication technology, and digital convergence business to present their research and share
their ideas as well as formulate new research collaborations with them. With your support and
cooperation, we will organize high quality conferences in the future as well.
I hope that all participants of this conference have a valuable and wonderful time by treasuring the
memories of this conference in Daegu.
Thank you.
2017-05-19
Changsu Kim (Ph.D.),
Welcome Greetings
4
Presedent of Korea Academic Society of Digital Business Administration
Good morning everybody! Welcome to the International Conference on Advanced Computing,
Communication, and Information Sciences.
Firstly, I would like to thank the president of the Korea Academic Society of Digital Business
Administration, Changsu Kim, who is co-organizers of this conference. Moreover, I would
sincerely express my gratitude to the co-organizers of this conference, Professor Yongju Lee at
Kyungpook National University.
My special thanks go to all participators in the world who kindly participated in this
international conference.
I also want to express my thanks to keynote speaker, Dr. Robert G. Rittenhouse from Keimyung
University, who managed his valuable time for all of us.
My special thanks are extended to keynote speaker, Doo-Hyun Baek who is general manager,
strategy and planning department, WINITECH Co. Ltd.
Finally, I am also grateful to the all of the conference’s chairs, committee members, and staff for
their support and help.
The main objective of this conference is to provide an excellent opportunity for participants to
present their research outcomes and exchange their thoughts and experiences. I believe that all
attendances share fruitful new ideas, knowledge, and insights on information and
communication technology, as well as digital convergence.
I hope that you have a great time here and in Daegu.
Thank you.
2017-05-19
Ho-Ick Suk (Ph.D.)
President, the Korea Institute of Digital Convergence (KIDICO)
Welcoming Speech
5
International Conference on Advanced Computing,
Communication and Information Sciences (ICACCI-2017)
Kyungpook National University, Daegu, South Korea, May 19-20, 2017
About the conference
The Korea Academic Society of Digital Business Administration (KASDBA) is pleased and
proud to announce the International Conference on Advanced Computing, Communication
and Information Science (ICACCI-2107) that will be held at the Gyeongha Hall II
(Conference Hall II) Building, Global Plaza, Kyungpook National University, Daegu, South
Korea.
ICACCI-2017 is hosted by the Korea Academic Society of Digital Business Administration,
co-organized by the Korea Institute of Digital Convergence (KIDICO), and sponsored by
National Information Society Agency (NIA), Daegu Convention & Visitors Bureau, and
WINITECH Co. Ltd. ICACCI-2017 has collaborated on publications with the Far East
Journal of Electronics and Communications (FJEC) and International Journal of Information
Communication Technology and Digital Convergence (IJICTDC). All of the papers
presented at the ICACCI-2017 will be published in conference proceedings and FJEC upon
authors’ request.
The main objective of the ICACCI-2017 is to provide an excellent opportunity for authors
working in areas related to information and communication technology and digital
convergence business to present their research outcomes and exchange views and
experiences. The conference also offers an opportunity to strengthen existing collaborations
in order to achieve tangible research outputs in a short time frame.
With your support and cooperation, KASDBA has organized and is committed to organize
more high quality conferences in the future as well.
6
Organizing Committee
Honorary Chair
Joongho Ahn, Professor, Seoul National University
Eui Ho Suh, Professor, POSTECH
Jintae Lee, Professor, University of Colorado, USA
Organizing Chairs
Changsu Kim, President, The Korea Academic Society of Digital Business Administration
Yongju Lee, Professor, Kyunpook National University
General Chairs
Soowook Kim, Professor, Seoul National University
Wonseok Oh, Professor, Korea Advanced Institute of Science Technology (KAIST)
Sung Sin Kim, Professor, University of Wisconsin–Madison, USA
Program Chairs
Ilyoo Hong, Professor, Chung-Ang University
Taeha Kim, Professor, Chungang University
7
Gil Sang Jang, Professor, Ulsan University
Seung Hyun Kim, Professor, Yonsei University
Byung Cho Kim, Professor, Korea University
Bumsoo Kim, Professor, Sogang University
Joohan Ryoo, Professor, Hanyang University
Minghao Huang, Professor, Kyung Hee University
Yong-Young Kim, Professor, Konkuk University
Cheul Ryee, Professor, Ajou University
Young Kon Kim, Professor, Korea Polytechnic University
Bhanu Shrestha, Associate Professor, Kwangwoon University
Sanghee Kim, Associate Professor, Chonnam National University
Sangmi Chai, Assistant Professor, Ewha Womans University
Kyungjin Cha, Assistant Professor, Kangwon National University
Taekyung Kim, Assistant Professor, University of Suwon
Un-Kon Lee, Assistant Professor, University of Suwon
Gyanendra Prasad Joshi, Assistant Professor, Yeungnam University, South Korea
8
ICACCI-2017Keynote Speaker-1
Robert G. Rittenhouse
Robert G. Rittenhouse is a Professor at Keimyung Adams College, Keimyung University, Daegu, South
Korea. He received his Ph.D. in Information and Computer Science from the University of California Irvine
in 1987. He has a M.S. in Computer Science from San Diego State University and a B.A. in Mathematics
from the University of California, San Diego. His research interests include security, ubiquitous computing,
and social informatics.
ICACCI-2017 Keynote Speaker-2
Doo-HyunBaek
General Manager, Strategy and Planning Dept. WINITECH Co. Ltd.
– e-Government Consultant in WINITECH (2003 ~)
– Consulting for Gov. of Korea, Peru, Mexico, Malaysia, Saudi Arabia, etc.
9
ICACCI-2017 – Conference Schedule
Date – Friday, May 19, 2017
Venue – Kyungpook National University, Global Plaza, Daegu, Korea
Time Program Place
10:30am –
11:00 am Registration
Gyeongha Hall 2
(Conference hall 2)
11:00am –
12:00am
Opening Ceremony
Gyeongha Hall 2
(Conference hall 2)
-Welcome Message
Changsu Kim, President of
KASDBA
-Welcome Speech
Ho Ick Suk, President of KIDICO
-Digital CEO Grand AWARD
-Best Paper Award
Keynote Speech-1
Keynote Speech-2,
12:00pm –
1:00pm Lunch Break
1:00pm –
3:00pm
Presentation Session 1-1 Room No. 309
Presentation Session 1-2 Room No. 310
3:00pm – Coffee Break
10
3:15pm
3:15pm –
5:00pm
Presentation Session 2-1 Room No. 309
Presentation Session 2-2 Room No. 310
11
Date – Saturday, May 20, 2017
Venue – Kyungpook National University, Global Plaza, Daegu, Korea
10:00pm –
12:00pm
Presentation Session 1-1 Room No. 309
Presentation Session 1-2 Room No. 310
Guidelines for the Presenters
All participants are requested to participate in the opening
ceremony.
Each speaker will receive 15 minutes of presentation time (10-
minute PowerPoint presentation followed by a five-minute
question and answer).
There is no specific PowerPoint template. Please bring the PPT
in USB.
12
Presentation Session Details
Presentation Session 1-1, Digital Engineering Session Chair: Dr. Woong Cho
Place: Room No. 309
Date: Friday, May 19th, 2017
Time: 1:00pm – 3:00pm
PERFORMANCE COMPARISON OF DUAL-HOP COMMUNICATION
SYSTEMS IN RAILWAY ENVIRONMENTS
(Woong Cho, Hanbyeog Cho)
OPTIMAL CURRENT CONTROL METHOD FOR EFFICIENCY
IMPROVEMENT OF BLDC MOTOR
(Jung-Hoon Jang, Tae-Uk Jung)
IMPROVED DEAD TIME EFFECT COMPENSATOR FOR PWM
INVERTER
(Chang-Seok Park, Tae-Uk Jung)
RASPBERRY PI-BASED SMART HOME AUTOMATION SYSTEM FOR
INTERNET OF THINGS
(Arslan Musaddiq, Farhan Amin, Yousaf Bin Zikria,
Rojeena Bajracharya, Sung Won Kim)
APPLICATIONS OF VARIOUS ADVANCE CHANNEL CODING
TECHNIQUESWITH THEIR HEURISTICS
(Sandip Dawda, Saurabh Mehta)
13
Presentation Session 1-2, Digital Management Session Chair: Dr. Gyanendra Prasad Joshi
Place: Room No. 310
Date: Friday, May 19th, 2017
Time: 1:00pm – 3:00pm
LWA: THE BEST USE OF UNLICENSED BAND
(Rojeena Bajracharya, Rakesh Shrestha and Sung Won Kim)
FUTURE WLANS: A CANDIDATE FOR SMART HOMES
IN INTERNET OF THINGS (IOT)
(Rashid Ali, Muhammad Usman Ali, Waqas Khalid, Byeung-Seo Kim,
Sung Won Kim)
EXPLORING QUALITY AND CREDIBILITY OF KNOWLEDGE
EXCHANGE IN SNS COMMUNITY AND ITS ROLE IN KNOWLEDGE
USE
(Srijana Acharya, Changsu Kim)
AN EMPERICAL STUDY OF CUSTOMER’S DIVERSE ATTITUDE ON
PURCHASING PRODUCTS
(Hikmat Bahadur Bhaat, Changsu Kim)
OPTIMUM NUMBER OF CLUSTER HEADS IN COGNITIVE RADIO
WIRELESS SENSOR NETWORKS
(Gyanendra Prasad Joshi)
14
Presentation Session 2-1, Digital Technology Session Chair: Dr. Bhanu Shrestha
Place: Room No. 309
Date: Friday, May 19th, 2017
Time: 3:15pm – 5:00pm
DEVELOPING LOCATION-AWARE SEMENTIC MOBILE MASHUP
(Duan Hong Zhou, Suhyoung Lee, Seungwan Son, Minjun Jang,
Seunghyo Chae, Yongju Lee)
REST API DEFINITION AND VERIFICATION FOR APP-BASED
FACILITY MANAGEMENT SYSTEM
(Sun Yu Xiang, Yongju Lee)
WIDE BANDSTOP FILTER FOR CRS APPLICATIONS
(Bhanu Shrestha)
SOLUTION TO CYBER PROBLEMS OF MEDICAL CONTROL
SYSTEMS LIES WITHIN YOUR DEVICE
(Junaid Chaudhry)
15
Presentation Session 2-2, Digital System Session Chair: Dr. Un-Kon Lee
Place: Room No. 310
Date: Friday, May 19th, 2017
Time: 3:15pm – 5:00pm
SMART CONTENTS SELECTION BY ONE-HANDED VERSUS TWO
HANDED USAGES: IMPORTANCE-PERFORMANCE ANALYSIS
(Un-Kon Lee)
THE DESIGN OF SMART CITIES TECHNOLOGIES IN 2016 AND
BEYOND WITH 5G NETWORKS AND IOT
(Arun Agarwal, Saurabh N. Mehta)
A STUDY ON DEVELOPMENT OF MOBILE REAL-TIME
DISTRIBUTION PLATFORM
(Sang-Tae Kim)
USING COMPONENT-BASED MIND MAPS
EMBEDDED MULTI LED DISPLAY BOARD SYSTEM
(Eui-Ryong Kim, Young-Gon Kim)
16
Presentation Session 3-1, Digital Business
Session Chair: Dr. Joohan Ryoo
Place: Room No. 309
Date: Friday, May 20th, 2017
Time: 10:00am – 12:00pm
A STUDY ON QUALITY THAT IMPACT CUSTOMER SATISFACTION
AND REPURCHASE INTENTIONS IN MOBILE COMMERCE
(Gyeong-Won Park)
EXAMINING REPURCHASING INTENTION IN INTERNET
SHOPPING: CASES OF KOREAN CONSUMERS
(Changsu Kim, Joohan Ryoo)
GAME FAIRY TALE BOOK CREATION AND DESIGN
(Woo-Hyun Park)
CASH BATTLE GAME WITH IMMERSION USING AR
(Woo-Hyun Park)
17
Presentation Session 3-2, Digital Application
Session Chair: Dr. Changsu Kim
Place: Room No. 310
Date: Friday, May 20th, 2017
Time: 10:00am – 12: 00pm
AR BASED REAL MEDIA WORKS
(Hyun-Gon Kim)
NETWORK SEPARATION INTERNETPC TETRA-DM
(Yong-Ho Lim)
SEMP(Smart Energy Management Platform) BASED SOLUTIONS
(Gi-Yeul Park)
TOOL DISTRIBUTION PLATFORM INTRODUCTION
(Jong-Han Lee)
18
#Conference Place: Gyeongha Hall II (Conference Hall II ), Global Plaza (No. 103),
Kyungbook National University, 80 Daehakro, Bukdo, Daegu 41566 Korea.
# Tel: 053-950-5114
# Email: [email protected]
ICACCI-2017Secretariat
www.kasdba.org
Conference Venue Map
19
Keynote Speech
1. Challenge of an ICT SME………………………………………… 24
Doo-Hyun Baek, General Manager, Strategy and Planning Dept.
WINITECH Co. Ltd.
Presentation Session 1-1 (Digital Engineering)
1. PERFORMANCE COMPARISON OF DUAL-HOP COMMUNICATION SYSTEMS
IN RAILWAY ENVIRONMENTS…………………………………………….. 36
Woong Cho, Hanbyeog Cho
2. OPTIMAL CURRENT CONTROL METHOD FOR EFFICIENCY IMPROVEMENT
OF BLDC MOTOR……………………………………………………………… 39
Jung-Hoon Jang, Tae-Uk Jung
3. IMPROVED DEAD TIME EFFECT COMPENSATOR FOR PWM
INVERTER………………………………………………………………………. 43
Chang-Seok Park, Tae-Uk Jung
4. RASPBERRY PI-BASED SMART HOME AUTOMATION SYSTEM FOR
INTERNET OF THINGS………………………………………………………… 47
Arslan Musaddiq, Farhan Amin, Yousaf Bin Zikria, Rojeena Bajracharya, Sung Won
Kim
5. APPLICATIONS OF VARIOUS ADVANCE CHANNEL CODING TECHNIQUES
WITH THEIR HEURISTICS…………………………………………………….. 48
Sandip Dawda , Saurabh Mehta
Contents
20
Presentation Session 1-2 (Digital Management)
1. LWA: THE BEST USE OF UNLICENSED BAND………………………….. 51
Rojeena Bajracharya, Rakesh Shrestha and Sung Won Kim
2. FUTURE WLANS: A CANDIDATE FOR SMART HOMES IN INTERNET OF
THINGS (IOT)………………………………………………………………… 52
Rashid Ali, Muhammad Usman Ali, Waqas Khalid, Byeung-Seo Kim,Sung Won Kim
3. EXPLORING QUALITY AND CREDIBILITY OF KNOWLEDGE EXCHANGE IN
SNS COMMUNITY AND ITS ROLE IN KNOWLEDGE USE……………… 53
Srijana Acharya, Changsu Kim
4. AN EMPERICAL STUDY OF CUSTOMER’S DIVERSE ATTITUDE ON
PURCHASING PRODUCTS………………………………………………….. 54
Hikmat Bahadur Bhaat, Changsu Kim
5. OPTIMUM NUMBER OF CLUSTER HEADS IN COGNITIVE RADIO WIRELESS
SENSOR NETWORKS………………………………………………………... 68
Gyanendra Prasad Joshi
Presentation Session 2-1 (Digital Technology)
1. DEVELOPING LOCATION-AWARE SEMENTIC MOBILE MASHUP……… 71
Duan Hong Zhou, Suhyoung Lee, Seungwan Son, Minjun Jang, Seunghyo
Chae, Yongju Lee
2. REST API DEFINITION AND VERIFICATION FOR APP-BASED FACILITY
MANAGEMENT SYSTEM…………………………………………………….. 76
Sun Yu Xiang, Yongju Lee
3. WIDE BANDSTOP FILTER FOR CRS APPLICATIONS…………………….. 77
Bhanu Shrestha
4. SOLUTION TO CYBER PROBLEMS OF MEDICAL CONTROL SYSTEMS LIES
WITHIN YOUR DEVICE………………………………………………………. 78
21
Junaid Chaudhry
Presentation Session 2-2 (Digital System)
1. SMART CONTENTS SELECTION BY ONE-HANDED VERSUS TWO HANDED
USAGES: IMPORTANCE-PERFORMANCE ANALYSIS…………………….. 80
Un-Kon Lee
2. THE DESIGN OF SMART CITIES TECHNOLOGIES IN 2016 AND BEYOND
WITH 5G NETWORKS AND IOT……………………………………………... 82
Arun Agarwal, Saurabh N, Mehta
3. A STUDY ON DEVELOPMENT OF MOBILE REAL-TIME DISTRIBUTION
PLATFORM……………………………………………………………………... 83
Sang Tae Kim
4. USING COMPONENT-BASED MIND MAPS EMBEDDED MULTI LED DISPLAY
BOARD SYSTEM………………………………………………………………. 94
Eui-Ryong Kim, Young-Gon Kim
Presentation Session 3-1 (Digital Business)
1. A STUDY ON QUALITY THAT IMPACT CUSTOMER SATISFACTION AND
REPURCHASE INTENTIONS IN MOBILE COMMERCE…………………… 97
Gyeong Won Park
2. EXAMINING REPURCHASING INTENTION IN INTERNET SHOPPING: CASES
OF KOREAN CONSUMERS…………………………………………………… 118
Changsu Kim, Joohan Ryoo
3. GAME FAIRY TALE BOOK CREATION AND DESIGN………………… 131
Woo-Hyun Park
4. CASH BATTLE GAME WITH IMMERSION USING AR………………..... 134
22
Woo-Hyun Park
Presentation Session 3-2 (Digital Application)
1. AR BASED REAL MEDIA WORKS……………………………………….. 141
Hyun Gon Kim
2. NETWORK SEPARATION INTERNETPC TETRA-DM………………….. 153
Yong-Ho Lim
3. SEMP(Smart Energy Management Platform) BASED SOLUTIONS………. 169
Ki-Yeul Park
4. TOOL DISTRIBUTION PLATFORM INTRODUCTION………………….. 184
Jong-Han Lee
1. Challenge of an ICT SME
Doo-Hyun Baek, General Manager, Strategy and Planning Dept.
WINITECH Co. Ltd.
Keynote Speech
24
25
26
27
28
29
30
31
32
33
34
35
Digital Engineering
Session Chair: Dr. Woong Cho
1. PERFORMANCE COMPARISON OF DUAL-HOP COMMUNICATION
SYSTEMS IN RAILWAY ENVIRONMENTS
Woong Cho, Hanbyeog Cho
2. OPTIMAL CURRENT CONTROL METHOD FOR EFFICIENCY
IMPROVEMENT OF BLDC MOTOR
Jung-Hoon Jang, Tae-Uk Jung
3. IMPROVED DEAD TIME EFFECT COMPENSATOR FOR PWM
INVERTER
Chang-Seok Park, Tae-Uk Jung
4. RASPBERRY PI-BASED SMART HOME AUTOMATION SYSTEM FOR
INTERNET OF THINGS
Arslan Musaddiq, Farhan Amin, Yousaf Bin Zikria, Rojeena Bajracharya,
Sung Won Kim
5. APPLICATIONS OF VARIOUS ADVANCE CHANNEL CODING
TECHNIQUES WITH THEIR HEURISTICS
Sandip Dawda , Saurabh Mehta
Presentation Session 1-1
36
PERFORMANCE COMPARISON OF DUAL-HOP
COMMUNICATION SYSTEMS IN RAILWAY
ENVIRONMENTS
Woong Cho*1, Hanbyeog Cho2
1 Dept. of Computer System Engineering, Jungwon University, [email protected], South Korea
2 Smart Mobility Research Dept. ETRI (Electronics and Telecommunications Research Institute),
[email protected], South Korea
Abstract
Relay assisted widely adopted in wireless communication systems. In this paper, we analyze
the performance of dual-hop communication systems which use single relay node in railway
environments. Dual-hop communication systems are categorized four cases depending on the
signaling schemes and the performance of all cases is compared. We also consider the effect
of relay location and energy allocation for performance comparison.
I. Introduction
Relay node provides several benefits in communication systems such as coverage extension, removing shadowed area, and
enhancement of communication performance. The performance of relay networks with various relying protocols including resource
allocation has been analyzed. Recently, 3GPP (3-rd Generation Partnership Projects) defines the usage of relays which is referred
as ProSe (Proximity Services). In this paper, we consider dual-hop communication systems which use only one relay node
transmitting signal from the source node to destination node in railway environments. For relaying signal, DF (Decode-and-Forward)
relying protocol is adopted where relay node demodulates the received signal from the source node and remodulates and then
transmits that signal to the destination node. Based on this setup, four transmission schemes depending on signaling method are
considered. For each link, i.e., source-relay link and relay-destination link, we apply either coherent signaling or differential
signaling depending on the use of CSI (Channel State Information). The performance of system is analyzed using SER (Symbol
Error Rate). First, we compare the performance of four transmission schemes. Then, we consider the effect of relay location and
energy allocation on the performance.
II. System Model
D=1
Di,j
Relay
Source/
DestinationSorce/
Destination D-Di,j
* Corresponding Author
Keywords and phrases: Dual-hop, Relay, Railway, Performance comparison
37
Figure 1. Network setup for dual-hop communication systems
Figure 1 represents network setup for dual-hop communication systems in railway environments. As we depict in figure 1, either
train or base station can be source or destination. We denote the source node s, relay node r, and destination node d. We let the
distance between the source node and destination node 1D , and internode distance , , , { , , }i jD i j s r d . We consider two signaling
schemes for both s r link and r d , i.e., coherent modulation scheme denotes as ‘C’ and differential modulation scheme
denotes as ‘D’. Therefore, there are four possible scenarios between the source node and the destination node, i.e., C-C, C-D, D-C,
and D-D.
At the source node, the n-th PSK (Phase-Shift Keying) symbol 2 /, 0,1,..., 1nj c M
n ns e c M
or its corresponding differential
signal 1 0, 1s s s
n n nx x s x is transmitted to the relay node. Then the received signal at the relay node can be expressed as
, ,s r s r r
n s n s ny h X z , where sX equals to ns and s
nx for coherent scheme and differential scheme, respectively. At the relay node,
the received signal is demodulated using the corresponding modulation scheme where let us denote the modulated signal at the
relay node as ˆr
ns . The remodulated signal at the relay node with coherent scheme and differential modulation scheme ˆr
ns and
1 0ˆ , 1r r r r
n n nx x s x , respectively, is transmitted to the destination node. Then the received signal at the destination node can be
written as ,r ,rr r d
n r n r ny h X z , where rX equals to either ˆr
ns or r
nx . In the above eqatiosn, , { , }i i s r is energy per
symbol at the node i, and ,i j
nh and j
nz are fading coefficient and noise with zero-mena complex Gaussian distribution with variance
2
, , , , ,i j i j s r d and 0N , respectively. Then, the received instantaneously SNR (Signal-to-Noise Ratio) and average SNR in i-
j link are 2
,
, 0/i j
i j n ih N and 2
, , 0/i j i j i N , respectively.
III. Performance Comparison
Figure 2 represents performance comparison depending on transmission scheme. The figure indicates that the system using both
coherent schemes has better performance than other schemes. The systems with C-D and D-C have almost the same performance.
To capture the effect of relay location, we move the relay node from the source node to destination node. We use the transmit SNR
both s-r link and r-d link as 15dB. Figure 3 shows the effect of relay locations. As we can see, C-C and D-D scenarios show the
minimum SER when the relay nodes located at the midpoint of source-destination link. However, for C-D and D-C scenarios, the
optimum point little bit shifts to the destination node and the source node, respectively. We also consider the effect of energy
allocation by assuming the total transmission energy is fixed, i.e. s r (15dB), and we locate the relay node at the midpoint
of the source node and the destination node. Similar to the case of location allocation case, C-C and D-D scenarios, equal energy
allocation is optimum. However, C-D and D-C scenarios, the energy allocation which shows minim SER is litter bi t
Figure 2. SER comparison depending on transmission scheme
38
Figure 3. SER comparison depending on relay location
Figure 4. SER comparison depending on transmit energy
different. However, the effect of energy allocation not so critical compare with the effect of location.
IV. Conclusions
In this paper, we compare the performance dual-hop communication systems by considering four transmission scenarios in railway
environments. We adopt DF protocol for relaying signal and also investigate the relay location and energy allocation in system
performance. The result show that fully coherent system shows better performance than other scenarios, and the effect of relay
location is more critical than the energy allocation. We also reveal that unbalanced modulation scheme results in unbalance resource
allocation for optimum performance.
Acknowledgment
This research was supported by a grant (17-RTRPB089552-04) from the Railway Technology Research Project funded by the
Ministry of Land, Infrastructure and Transport (MOLIT) of the Korean government and by the Korea Agency for Infrastructure
Technology Advancement (KAIA).
References
[1] R. Cao, and L. Yang, The affecting factors in resource optimization for cooperative communications: A Case Study, IEEE
Trans. on Wireless Communications, vol. 11, no. 12, (2012), 4351–4361.
[2] W. Cho, R. Cao, and L. Yang, Optimum resource allocation for amplify-and-forward relay networks with differential
modulation, IEEE Trans. on Signal Processing, vol. 56, no. 11, (2008), 5680–5691.
[3] K. A. Ribeiro, X. Cai, and G. B. Giannakis, Symbol error probabilities for general cooperative links, IEEE Trans. on Wireless
Communications, vol. 4, no. 3, (2005), 1264–1273.
[4] 3GPP TR 22.803, Feasibility study for proximity services (ProSe), June, (2013).
39
Optimal Current Control Method for Efficiency
Improvement of BLDC Motor
Jung-Hoon Jang, Tae-Uk Jung*
Electrical engineering, Kyungnam university, South Korea
Abstract
This paper proposes optimal current control method for improving efficiency of BLDC motor. The proposed method
is based on the maximum torque point analysis by finite element analysis. With the proposed method, Motor efficiency
is improved under the same output torque. Because input current is decreased. The prototype of a 50[W] class motor
drive is developed and it experimented by dynamometer set to verify the usefulness of the proposed method.
I. Introduction
In this paper, optimal current control method is proposed based on maximum torque point analysis. In order to improve efficiency
of BLDC motor, it is necessary to optimal control. Many BLDC motor control methods have been studied for improved efficiency
of BLDC motor.[1-3] As compared with the conventional methods, the advantage of proposed method is to increase the effective
voltage applied to the maximum torque point based on the Finite element analysis(FEA). Therefore, it can improve the efficiency
by increasing the output torque per unit current.
II. System Analysis
a. Maximum torque analysis
FEA is performed by 2D modeling of BLDC motor based on analysis using flux vector diagram. The parameters of the motor are
shown in TABLE 1. The maximum torque point of each section is derived through FEA of BLDC motor.
The BLDC motor is divided into 6 sections by flux vector diagram for analyzing the torque characteristic. As a result, it was
found that the maximum torque was generated at about 30 degrees at the machine angle or about 60 degrees at the electric degree.
Also, It can be seen that maximum torques were generated at equal intervals in each of other sections according to rotor position.
Table 1. Parameters of BLDC motor
Parameter Value Parameter Value
Rated output power[W] 20 Phase inductance[mH] 1.35
Rated speed[rpm] 3000 Number of pole 4
Rated current[A] 1.4 Number of slot 6
Rated torque[mNm] 63 Stator diameter[mm] 50
DC_link[V] 30 Rotor diameter[mm] 30
Phase resistance[Ω] 0.9 Depth[mm] 15
* Corresponding Author : [email protected], Kyungnam Univ.
Keywords and phrases: BLDC motor, Current control, Maximum torque
40
Figure 1. Torque generation ratio according to rotor position
b. Proposed optimal current control method
The optimal current method increases the effective voltage applied to the maximum torque point. Through this method, increasing
the effective voltage when the rotor of the motor is located at the maximum torque point, the current can rise quickly and the output
torque can be increased.
Figure 2. Current, torque and reference voltage waveforms of the BLDC motor by the proposed method
As shown in fig. 2, The Proposed voltage reference pattern indicates that the voltage command value increases at the maximum
torque point. in order to keep the average voltage, the other section voltage command value is decreased by the previously
increased voltage command value.
III. Experimental results
In order to verify the optimal current method, 20[W] BLDC motor and motor drive were experimented extensively with
dynamometer load. Fig. 3 (a) shows an experiment without any control. Fig. 3 (b) shows applied an experiment phase advance
control. And Fig. 3 (c) shows an experiment in which optimal current control is applied to phase advance control.
In the fig. 3 (a) ~ (c), After applying the optimal current method, it can be confirmed that the value of the phase current decreases
most. As a result, the input power is decreased, with proposed method adjustment, the efficiency improves 1.5[%] at a rated power
of 20[W].
Current
Torque
90°60° 120° 150° 180° 210° 240° 270° 300° 330° 360°30°0°
V PatternrefProposed
Initial Vref
41
Figure 3. (a) The waveform without any control (b) the wave form phase advance control (c) the wave form proposed optimal current
control
Figure 4. Motor efficiency measurement results
Table 2. Experimental results
Torque
[mNm]
Speed
[RPM]
Current
[A]
Input
power
[W]
Output
power
[W]
Efficiency
[%]
Without any control 63.53 3000 0.966 28.9 20 69.3
Phase advance control 63.55 3000 0.948 28.44 20 70.3
Optimal current control 63.57 3000 0.942 28.1 20 70.8
IV. Conclusion
This paper proposed an optimal current control method for improving the efficiency of BLDC motors. The maximum torque
point was derived by using the FEA and flux vector analysis of the BLDC motor. And maximum torque point per ampere was
increased by varying the applied effective voltage reference value using the proposed method. The feasibility of the proposed
method was verified through experiments of 50[W] class motor drive and 20[W] BLDC motor. The proposed optimal current control
(a) (b)
(c)
[sec]0 0.05
emfV
outi
0
[V]
-30
30
[A]
0.966
-0.966
[ ]rad
2
[sec]0 0.05
emfV
outi
0
[V]
-30
30
[ ]rad
2
[A]
0.948
-0.948
[sec]0 0.05
emfV
outi
0
[V]
-30
30
[ ]rad
2
[A]
0.942
-0.942
42
method is expected to be applicable to small size BLDC motor drive which has economical and similar capacity that do not require
additional hardware.
Acknowledgment
This work was supported by the Technological Innovation R&D Program (S2315397) funded by the Small and Medium Business
Administration.
References
[1] W. S. Im, J. P. Kim, J. M. Kim and K. R. Baek, Torque Maximization Control of 3-Phase BLDC Motors in the High Speed
Region, JPE, Vol. 10, No. 6, pp. 717-723, Oct. 2009.
[2] B. G. Gu, J. H. Choi and I. S. Jung, Simple Lead Angle Adjustment Method for Brushless DC Motors, JPE, Vol 14, No. 3,
pp. 541-548, Dec. 2013.
[3] J. J. Moon, W. S. Im and J. M. Kim, Novel Phase Advance Method of BLDC motors for wide range speed operations, IEEE,
pp. 2343-2348, May. 2013.
43
Improved Dead Time Effect Compensator for PWM Inverter
Chang-Seok Park, Tae-Uk Jung*
Electrical engineering, Kyungnam university, South Korea
Abstract
This paper proposes the dead time effect compensation algorithm using proportional resonant controller in pulse
width modulation inverter of motor drive. The dead time causes the control performance because of the output current
distortions. To solve these problems, the output current including ripple components are analyzed. In this paper, a new
dead time effect compensation algorithm using proportional resonant controller is proposed to reduce the output
current harmonics.
I. Introduction
In this paper, a new dead time effect compensation algorithm using proportional resonant(PR) controller is proposed to reduce
the output current harmonics due to the dead time of the switching devices. The proposed compensation algorithm does not
require the off-line experimental to detect the dead time effect contrast with the existing method. Also, it is a very simple
controller by adding feed-forward compensation.
II. System Analysis
a. Dead time effect[1]
The switching device has a finite switching time, a blank-time or normally called dead-time must be inserted into the PWM gating
signals in order to avoid the conduction overlap of two switching devices in the same leg. Fig. 1(a) shows the a-phase current
flow in positive direction and fig. 1(b) displayed the a-phase current flow in negative direction in a-phase leg of the PWM VSI.
Figure 1. A-phase leg of the PWM VSI and output voltage.
As shown in fig.1(c), the real output anV of the PWM VSI is directly influenced by the dead time of switching device. From fig.
1(c), the average distorted voltage V according to the direction of the a-phase current asi can be represented as (1).
2
dead on off
dc
S
T t tV V
T
( 0)asi ,
2
dead on off
dc
S
T t tV V
T
( 0)asi
* Corresponding Author : Tae-Uk Jung
Keywords and phrases: Dead time, Compensator, PWM, Inverter, PMSM.
44
Where ST is the sampling period of the current regulator,
ont is the turn-on delay time of switching device, offt is the turn-on
delay time of switching device, respectively.
The distorted voltage of three phases are calculated by (2).
{2 ( ) ( ) ( )}
3
{2 ( ) ( ) ( )}
3
{2 ( ) ( ) ( )}
3
as bs cs
as
bs cs as
bs
cs as bs
cs
sign i sign i sign iv V
sign i sign i sign iv V
sign i sign i sign iv V
If the phase current flow in positive direction, , ,( )as bs cssign i is +1. Conversely, if the phase current flow in negative direction,
, ,( )as bs cssign i is -1. The distorted current hi which corresponds to the distorted voltage can be calculated by (3).
0
1,3,5,7...
4 1sin( )s
h h
h h
vi h t
hZ
(3)
Where hZ is the load impedance,
h is the load impedance angle respectively.
From (3), the distorted ,d q -axis currents of the stationary reference frame can be expressed as (4), (5).
0 0 5 0 7
5 7
0 11 0 13
11 13
sin( ) sin(5 ) sin(7 )4{
5 7
sin(11 ) sin(13 ) ...}
11 13
s
ds
t t tVi
Z Z Z
t t
Z Z
(4)
0 0 5 0 7
5 7
0 11 0 13
11 13
cos( ) cos(5 ) cos(7 )4{ -
5 7
cos(11 ) cos(13 ) - ...}
11 13
s
qs
t t tVi
Z Z Z
t t
Z Z
(5)
In order to simple analysis, the distorted currents of the synchronous reference frame can be rewritten by (6)-(7).
0 6 0 12
6 12
12sin(6 ) 24sin(12 )4{ }
35 143
e
ds
t tVi
Z Z
(6)
0 6 0 12
6 12
2cos(6 ) 2cos(12 )4 1{ }
35 143
e
qs
t tVi
Z Z Z
(7)
b. Proposed compensation method
The PR controller is used to remove the certain order harmonics for the current regulator because the PR controller has zero
steady-state error for sinusoidal waveforms having the same synchronous frequency as r . The block diagram of PR controller
and bode plot are shown in fig. 2[2].
Figure 2. Block diagram and bode plot of PR controller.
45
Figure 3. Proposed algorithm block diagram.
The synchronous d,q-axis currents are passed through the PR controller to extract the 6th harmonics components in parallel with
PI current regulator because the distorted waveform is not significantly affected by the 12th harmonic components. The output of
PR controller is used to feed-forward compensation. Hence, the harmonic components due to the dead time effect can be
eliminated.
III. Experimental results
Fig. 4(a), (c), (e) and (g) show the experimental waveforms without the dead time compensation. As show in fig. 4(a), (e) the
FFT result of the phase current have the 5th and 7th harmonic components, and the higher harmonic components. The
synchronous dq-axis currents have the 6th harmonic component. Considering the proposed dead time compensation algorithm,
the phase current has the pure sinusoidal waveform. The harmonics of the phase current are considerably reduced by the dead
time compensation. Likewise, the synchronous dq-axes currents and the FFT results show the reduced harmonics, as shown in fig.
4(h).
Figure 4. Experimental output current waveforms.
III. Experimental results
The proposed algorithm is comprised of the PR controller in parallel with the general PI current regulator. The output of the PR
controller is used to feed-forward compensation of PI current regulator output. Hence, the harmonic components due to the dead
time effect can be eliminated.
Acknowledgment
This work was supported by the Technological Innovation R&D Program (S2315397) funded by the Small and Medium Business
Administration.
References
46
[1] J. W. Choi and S. K. Sul, A new compensation strategy reducing voltage/current distortion in PWM VSI systems operating
with low output voltages, Industry Application, September. Vol. 31, No.5(1995), 1001–1008.
[2] M. Ebad and B. Song, Improved Design and Control of Proportional Resonant Controller for Three-Phase Voltage Source
Inverter, IEEE Conference Publications, 2012.
47
RASPBERRY PI-BASED SMART HOME AUTOMATION
SYSTEM FOR INTERNET OF THINGS
Arslan Musaddiq*, Farhan Amin*, Yousaf Bin Zikria*, Rojeena Bajracharya*, Sung Won Kim**
*Department of Information and Communication Engineering, Yeungnam University, Gyeongsan
The Republic of Korea
Abstract
The home automation system can be applied to many areas including home security, lighting control, flame detection, smart heating,
motion sensor and door control to provides its homeowner's comfort, security, energy efficiency (low operating costs) and convenience at
all times. The Internet of Things (IoT) is anticipated to enable a variety of smart home services in which each service provides a set of
home automation solutions. This proposed study consists of developing an automated home monitoring using Raspberry Pi that provides
a customizable and cost-efficient platform for a smart home. In this work, we develop and implement a smart home concept using sensor
and actuators which are connected to Gateway via Wi-Fi communication protocol. Raspberry Pi and Arduino Uno is the power behind this
study as it provides an interface between the sensors and actuators.
**Corresponding author. [email protected]
Keywords and Phrases: IoT, Raspberry Pi, Communication
48
Applications of Various Advance Channel Coding
Techniques with their Heuristics
Sandip Dawda , Saurabh Mehta*
Electronics and Communication Department,
Gujarat Technological University
Nr.Vishwakarma Government Engineering College. Nr.Visat Three Roads,
Visat - Gandhinagar Highway Chandkheda, Ahmedabad – 382424 - Gujarat
INDIA [email protected]
Abstract
In next generation of information transmission systems, The channel coding is a key link which effectively improves the reliability of
information transmission. An overview of the many practical applications of advance channel coding theory in the last 5 decades is
presented. The following application areas of channel coding are been included: data transmission, data storage, deep space
communication, satellite communication, mobile communication, file transfer, and digital audio/video transmission. All advance codes
like Turbo , LDPC , LT , Raptor, Raptor-Q Code, polar code are securing their places in various application based on their less complexity
and with higher throughput. Even combination of many such codes also improve further throughput for specific application. Here we
present the how Turbo, LDPC and polar codes is promises candidate and applicable to 5th generation wireless communication due to their
higher throughput value and with less complexity. Other side, Concatenated code LDPC with BCH or RS is going be used in advance
digital broadcasting standard like Satellite (DVB-S2, DVB-S2X), terrestrial (DVB-T2) and cable (DVB-C2) transmission. Further we can
also present how fountain code like LT, Raptor Code R10 and RQ Code is having good capability due to their rate-less characteristics and
applicable for webcasting and next generation digital broadcasting purpose. Along with that out of all Channel coding techniques, how
RS and BCH is suitable to utilize for storage devices purpose. Both current and future, are given that typify the different approaches used
in each and every application area. Here, we are presenting few examples which clearly illustrate the importance, richness, and variety of
advance error-control coding methods in next generation digital applications.
* Electronics and Communicaiton Department, Gujarat Technological University
Vidyalankar Campus,Vidyalankar College Marg,Wadala (East),
Mumbai - 400 037. Maharashtra,India.
Keywords and phrases: Channel Coding Techniques, RS codes , BCH Codes, Turbo Codes, LDPC Code, LT Code, Raptor Code R10
and RQ, DVB-S2, DVB-S2X, DVB-C2
49
50
Digital Management
Session Chair: Dr. Gyanendra Prasad Joshi
1. LWA: THE BEST USE OF UNLICENSED BAND
Rojeena Bajracharya, Rakesh Shrestha and Sung Won Kim
2. FUTURE WLANS: A CANDIDATE FOR SMART HOMES
IN INTERNET OF THINGS (IOT)
Rashid Ali, Muhammad Usman Ali, Waqas Khalid, Byeung-Seo Kim,Sung
Won Kim
3. EXPLORING QUALITY AND CREDIBILITY OF KNOWLEDGE
EXCHANGE IN SNS COMMUNITY AND ITS ROLE IN KNOWLEDGE
USE
Srijana Acharya, Changsu Kim
4. AN EMPERICAL STUDY OF CUSTOMER’S DIVERSE ATTITUDE ON
PURCHASING PRODUCTS
Hikmat Bahadur Bhaat, Changsu Kim
5. OPTIMUM NUMBER OF CLUSTER HEADS IN COGNITIVE RADIO
WIRELESS SENSOR NETWORK
Gyanendra Prasad Joshi
Presentation Session 1-2
51
LWA: THE BEST USE OF UNLICENSED BAND
Rojeena Bajracharya, Rakesh Shrestha and Sung Won Kim
Yeungnam University, South Korea
Abstract
Exponential increase in wireless data demands and limited nature of licensed spectrum for cellular network
has motivated the consideration of integrated LTE-Wi-Fi systems. The first efforts of integration by 3GPP
was License Assisted Access(LAA), which simply extends LTE carrier aggregation feature used in licensed
bands to unlicensed bands to assist LTE data transmission with new 5 GHz LTE-enabled device and small
cells for unlicensed band use. In other hand, LTE-WLAN aggregation (LWA), capable of leveraging legacy
devices and base stations, emerged as an alternative of LAA. LWA design primarily follows LTE Dual
Connectivity architecture (defined in 3GPP Release 12), which allows a UE to connect to multiple base
stations simultaneously, with WLAN used instead of LTE Secondary eNB i.e. it allow LWA to split single
bearer at sub-bearer granularity while accounting for channel conditions. With this competency, for a user
LWA offers seamless usage of both LTE and Wi-Fi networks and significantly improved performance
whereas, for a cellular operator, LWA simplifies Wi-Fi deployment, improves system utilization and reduces
network operation and management costs. Hence, this paper compare LWA and LTE-U/LAA technology in
terms of performance gain and demonstrate that LWA outperforms LTE-U/ LAA in utilization of unlicensed
channel. Additionally, we also provides the current advances in LWA (such as enhanced LWA) highlighting
research opportunities and deployment challenges.
Keywords –
Coexistence, LTE, LAA, LWA.
Corresponding Author –
Sung Won Kim
52
FUTURE WLANS: A CANDIDATE FOR SMART HOMES
IN
INTERNET OF THINGS (IOT)
Rashid Ali~, Muhammad Usman Ali~, Waqas Khalid~, Byeung-Seo
Kim#, Sung Won Kim~*
~Department of Information and Communication Engineering, Yeungnam
University, Gyeongsan
#Department of Computer and Information Communication Engineering,
Hongik University, Sejong
Republic of Korea
Abstract
Billions of new electronic devices are expected to need network connectivity in the future in a trend known
as the Internet of Things (IoT). The exponent of such a trend is bringing the benefits expected to accrue to
various technology players. For instance, technology companies with exposure to various forms of
unlicensed wireless technology such as WLAN, Bluetooth, Zigbee, talk about IoT in the context of driving
growth of their particular type of networking technology. It is expected that WLAN devices will be the
primary way that most IoT devices connect to networks. In this context, we perform a study to analyze the
possibility of future WLANs as a candidate for IoT. This study gives a Raspberry Pi-based IoT prototype
using ESP8266 as a WLAN communication technology. A smart home application of IoT is used to evaluate
the WLAN as a candidate for IoT.
Keywords –
IOT, WLAN, ESP 8266
53
Exploring Quality and Credibility of Knowledge Exchange
in SNS Community and its Role in Knowledge Use
Srijana Acharya and Yeungnam University
Kim ChangSu* and Yeungnam Univeristy
c.kim @ynu.ac.kr
Abstract
The usage of SNS is ubiquitous and vital for almost all walks of life. These communities involve voluntary participation without any mentor and members can participate almost freely and motivation to participate varies according to the members. Since there is no strict filtering of the posts or any moderator involved to verify the ongoing. It is maintained by the member participation. The types of contents to post, types of member to add, choice to participate, and choice to evaluate and utilize all are centered to the users in many cases. Using SNS these days is just not limited posting photos, videos, sharing opinions or thoughts. It has been a medium of collaboration, co-operation and collective action. Many authors have examined its importance to knowledge sharing from tactic knowledge to the explicit knowledge which is shared automatically through the SNS features, SNS user characteristic through collective knowledge and collective collaboration.
Data, information and knowledge are being put forwards every second as a means of explicit knowledge. Similarly some explanatory contents are uploaded as a means to share tactic knowledge in the SNS platform. This information and the knowledge flow in the virtual community are trying to solve the real life problem such as providing health advice, rescue and response information, solving academic problems, business problem, job searching and finding problem among others. Since the community is maintained by the members who are from different fields, capability and motives. The quality and the credibility of who is sharing what and why remains a greater challenge in this community. This study investigates the factors affecting the quality and the credibility of knowledge exchange in the social networks group by analyzing the owner, reactor (user) and the content characteristics. Given the importance of SNS user’s characteristics and their contribution to the group we propose the conceptual frame work for the research. The theory of knowledge exchange account the seeker and the contributor behavior in the ESNS (Enterprise Social Network Site) is use as the foundation of the research. The knowledge seeker characteristics variable is not supported statistically. Therefore we replace this variable by the variable supporting the credibility for the research and also we extend this model further by incorporating the contents character in the research. We use the Source Credibility theory which is quite popular to measure the news credibility, teacher’s credibility, media credibility, website credibility, job seekers resume credibility, marketing message credibility political candidate’s speech credibility among others. We explore and exploit this theory for ascertaining the owner, reactor (user) and the contents in the SNS domain. The IS (Information success) theory proves information quality influences the system use and also the Media dependency theory points if the news is credible and the user judgment is satisfied then media is perceived credible and thenews is used.
Similarly with this argument source credibility theory, knowledge transfer theory is employed for the SNS knowledge use postulating the judgmental attitude of the non participating SNS users. We are empirically evaluating the group lurker behavior to test our model. Our focus group will be who are internet dependent, member of the group for a long period of time, spent some hours weekly in the groups and are members of large group.
54
An Empirical Study of Customer’s Diverse Attitude on
Purchasing Products
Hikmat Bahadur Bhaat1 • Changsu Kim2 Dept. of Digital Convergence Business
Yeungnam University, South Korea
[email protected] • [email protected]
Abstract
Customers has been noticed as the graph changing source of business progress, as result every business have to rely on
customer's choice over products. Customer's shows different attitude while purchasing products such as emotional, moral,
mental, joyful and trustworthy side of customers towards product and product services. This study contributed in exploring
the customer satisfaction, behavior and loyalty terms more systematically and specifically. Even though statistics can’t
measure the feelings and emotion of human, study uses the smart-PLS model for analyzing the research questionnaire. The
empirical results indicate that the customer perception of moral support (Epistemic Value) is the most important in purchasing
products followed by customer perception of loyalty (Customer Loyalty), customer perception of purchasing decision after
evaluation (Cognitive Satisfaction), customer perception of product attachment (Affective Satisfaction), happiness (Hedonic
Value) and customer perception of making authentic decision (Utilitarian Value). The study suggested that by considering the
customer’s expectation and belief from the products, service provider have to upgrade their policy and system accordingly.
Study have contribution on the understanding of customer’s diverse behaviors and their performance while purchasing
products.
Keywords- Customer's attitude, Value determination, Satisfaction level and Product trust.
1. Introduction
Customer relation along with enterprise world is one of the fundamental approach for successful business strategy. The
term customer’s diverse attitude refers to the tactics, concepts and technologies used by enterprise to manage the repo with
customers in terms of improving business relationship with customers. Understanding of customer perception about the service
of company is the big question in marketing world. Customer satisfaction has given a huge priority by every companies or
enterprises as their basis is fully depended on customer (Caro & Garcia, 2007). Along with this one question arises; does higher
customer satisfaction enough to increase the business economically? In the race of satisfying customers, different companies
are implementing so many strategies, number of organization are actively trying to measure the satisfaction level of customer
to determine the product value. Companies are bringing many attractive offers, giving unexpected services and expending on
advertising just to satisfy customers (Anderson, Fornell& Lehmann, 1994).
Customer satisfaction is a business term to measure the satisfaction level of customer from company’s services and
supplied products. It is very important for every entrepreneurs or business holder to rely on customer’s choice over products.
Customer satisfaction can help every new entrepreneur or marketers to produce product as per customer’s choice and to manage
and improve their business (oh, 1999). When customer became satisfied with the product or purchase product became loyal to
the customers than customer become continuous customer for same supplier (Hallowell, 1996). Customer loyalty is another
fundamental aspects for business growth. Satisfying customers in terms of selling product is much more challenging but if
company is succeed to be loyal with customer with their product than business growth is obvious. Customer satisfaction is a
primary indicator of customer repurchase intention and consumer loyalty, reduces the customer churn and increases the
customer’s lifetime value.
Research study is focused on the customer’s different experience, feelings, expectation and practices done while purchasing
any products. The key concept of the study is to figure out the satisfaction level of customers on purchasing practices, ensure
perceived values and identify its impact on their loyalty (of both customer and product). It also targeted on customer’s
55
perception over product purchasing. Research topic signifies customer’s satisfaction should be most priority for every service
provider.
2. Conceptual Background
2.1. Consumer’s Value Determination on product (Perceived Value)
‘Perceived value’ concept has been emerged as the defining business issues from 90th century and up growing talk of the
town for business researcher in current period (Fernandez & Bonillo, 2007). According to Snoj, Kordo and Mumel (2004),
perceived value is an exceptionally significant concept in business world and still not researched empirically by any researcher.
Customer’s value determination for a product can be describe as customer’s willingness to pay for a required products.
Company’s main purpose is to satisfy customers with their quality products and customer only purchases those product which
they find more authentic and valuable to purchase. Perceived value directly effects on product price as sometime customer are
unaware about the exact price of the product. The basic rule for successful business strategy is determined by product’s
reasonable or expected value. ‘Value’ implies a ‘trade-off’ between benefits and sacrifices; moreover,it implies an interaction
between a customer and a product or service. In contrast, ‘values’ are important personal beliefs that peoplehold with respect
to themselves and the goals for which they strive (Fernandez & Bonillo, 2007, pp 429). The term ‘value’ in perceived value
determines as connecting networks between marketers and assure ability of company for providing quality product
(Ravald&Gronoos, 1996). However, the present study complies that perceived value is a complex concept determining the
value, price and utility differently.
Perceived value has its root in equity theory considering the inside/out of customer perception and business marketer where,
equity refers to the customer perception about their product value choice (Yang & Peterson, 2004). Customer intelligence on
purchasing products very much influence by the product’s value perception (Snoj, Kordo and Mumel, 2004). They can measure
the value of the product, identify its quality level and worthy price. The key variables of this construct such as Hedonic value,
Utilitarian value and Epistemic value are mentioned in research model.
2.2. Customer Satisfaction over product and service provider
Satisfaction level cannot be measure by anyone and nobody can be exact about in which point they will be satisfy. In
economics customer satisfaction level relies on pleasing the customers financially and conveniently full with proper services
(Chien, Chang & Su, 2003). Many researcher has discovered that customer satisfaction and long run business has important
relation with each other. Customer satisfaction rely on customer expectation over purchase products. Also it has become the
major challenge for the service provider to meet the satisfaction level of customers over products. So that marketing of products
should be mainly focus on customer satisfaction and expectation over product value (Aburoub, Hersh&Aladwan, 2011).
Business first priority is to gain profit and to run business; product and product purchaser has a significant role. So for the
successful entrepreneurial experience, business have to make business strategy for customer satisfaction, changing into the
business profitability (Anderson, Fornell& Lehmann, 1994). Once customer became satisfy with the product service, they
easily rely over increase price and are more willing to pay for the benefits. Also satisfied customer buy product in a large
volume and purchase most of the product suggest by the trusted companies. Sometime it may decrease the price value of
product over repetitive customers.
Customer satisfaction is an essential factors of the enterprises as it is financially profitable for enterprise (Anderson,
Fornell& Rust, 1997). Enterprise performance should be more focused upon customer satisfaction and its future also depend
upon it. Different research shows that increase in customer satisfaction level increases the customer loyalty over products
(Fornell, Johnson, Anderson, Cha &Everitt Bryant, 1996). Product reliability depend upon customer’s choice in quality basic
and preferable price of products. If company missed to satisfy the customer with their productive product than it became harder
for company to run sound fully. Improvement in quality and satisfaction level of customers over purchased product reduces the
deficit of defective products and services.
Word of mouth is another aspect of business for any positive and negative business experiences. Word of mouth from
satisfied customers lower the cost of adding new customer as well as helps in business profitability. Satisfied customer surely
have positive whereas unsatisfied customer gives negative comments over purchased products, which shows effect on business
market (Anderson, Fornell& Rust, 1997). Finally the research paper suggested the two components of customer satisfaction;
Cognitive Satisfaction and Affective Satisfaction, which will be discuss on later section.
56
2.3. Customer Loyalty in business
“Loyalty to the selling firms”, should profoundly interrelated with the customer’s trust over product reliability. It measures
the trustworthiness of customers over company and sales person (Palmatier, Scheer& Steenkamp, 2007). According to the Lin
and Wang (2006), the term ‘loyalty’ been described as customer’s commitment for repurchasing the same brand product again
and again, no matter what the marketing situation will be in the future. It is the trust of customer over product and service
provided by firms. Being loyal to something is very big challenge and stabling the same faith for so long is much more
challenging. Customer loyalty has been globally recognized as a significant property of competitive markets (Kumar & Shah,
2004). Current firms are trying to capture the marketing and business on the basis of loyal customers.
Today’s competitive market companies are in the race of attracting more and more customers by their innovative and extra
ordinary marketing plan. Giving priority to the customer’s satisfaction, business firms are capturing customers into firm’s loyal
membership and providing rewards and additional value (Shoemaker & Lewis, 1999). Where customer loyalty influence the
repurchase intention of the customers. It ropes customer to decide either they can purchase the same brand product or not and
assure customer’s willingness to pay (Dowling & Uncles, 1997). It is most challenging task for any service provider to rope
the same customer with same product, over the long time. Making loyal and satisfying consumer is the key goals of every
entrepreneurs, if they succeed than they will succeed for running business.
3. Research Model and Hypothesis
3.1. Research Model
Figure 1.
Research
Model
This
model
describes
the
different
mind
concept and
attitude of customers while involving in business marketing. It shows the connection between the customer’s perception and
market real fact. Simply model denotes how perception of customers over product and service affect the satisfactory expectation
and make loyal towards the business. Also research shows the psychological concept of customers over real business (product
purchase intention). Above model of this research focuses on three different mind concept of customers while involving in
business matter and these three concepts are very much inter-related with each other. The major concepts in the research model
are Customer Perceived Value, Customer Satisfaction and Customer Loyalty.
3.2.Model construction and Research hypothesis
Derived from previous works on the concepts of customer behavior, we can assume that the diverse attitude of customers;
customer’s value determination and satisfaction level, and customer loyalty have an inter-connection between each other and
have a positive influences over each other. A Hedonic, Utilitarian and Epistemic value in this study denotes customer's attitude,
feeling and behaviors. Each variables of the perceived value determine the approach of customers such as; height of pleasure
and happiness, ethical decision making, physical performance, morality and caring for need of customers. Those characteristics
fulfill the satisfaction level of customers of making mind for purchasing, after the clear evaluation (cognitive) and having
positive impression over customer service (affective). Finally customer and firms both became loyal towards their services and
behaviors. So each variable on this research model have a well-built relation and strongly support to each other’s. Following
hypothesis give more explanation about the research model purpose:
3.2.1. Perceived Value and Customer Willingness to Pay
57
Perceived value of a product and service affects the price of a customer’s willingness to pay of that product. Customer
willingness to pay (WTP) lead customer for a better pricing decision and sound full profit for the company (Dixit, 2007). It
convince customer to pay maximum amount (likely to pay) for any of the products in any circumstances or situation without
loss (Knetsch&Sinden, 1984). Customer’s WTP depends upon product quality and its value. Marketing strategy of an
enterprises plays a key role on influencing customer’s decision over product purchase and price determination. Willingness to
pay for any products resembles customer’s satisfaction and loyalty over products. So that these three components are inter-
related with each other and very important as well. Research model suggested some variables related perceived value such as,
Hedonic Value, Utilitarian Value and Epistemic Value.
a. Hedonic Value
Hedonic value in a psychological terms refers to the height of pleasure and sorrow felt by any decision maker (customers)
at the moment of result announcement. It is attached with the emotional feeling of customer and can be fulfilled with gaining
pleasure and joy from involving in shopping, marketing. According to the Fiore, Jin and Kim (2005), consumption experience
can be more satisfactory in terms of involving in business activity and when that experience began to give pleasure, fun and
happiness; it denotes the hedonic or experiential value of customers. It reflect value receive from the bliss, gratification,
enjoyment and emotional attachment of shopping experience (Chiu, Wang, Fang & Huang, 2014). Talking about Arnold and
Reynold’s (2003) six dimension of hedonic shopping motivation such as; Adventure, Social, Gratification, Idea, Role and
Value describe the level of customer’s emotion and feeling over business activities. Adventure give pleasure to customer for
being like in another world while shopping, Social give customer to spend time with friends and family, Gratification helps to
get relief from stress or any bad mood, Idea helps in getting update with latest product in market and innovation, Role give
shopper a full enjoyment of finding desired product for other and Value helps customer to involve in shopping with sale,
discount and bargaining. Hedonic value purposes the sentiment of customer while involving in shopping activity. It is about
the customer’s pleasure and satisfaction getting from the business activities.
H1a: - Hedonic value influence Cognitive satisfaction to make mind for purchasing.
According to the Dixit (2007), consumer behavior assist consumer for making effective decision on purchasing and defend
from any loses. Involving in purchasing activities and satisfying for getting expected things make the relation of customer and
seller stronger. Thus, both emotional and cognitive information may have emerge from the purchasing of products (Dube&
Schmitt, 1991) because both reflect the intention of buyer; dealing with the excitement of making decision for purchasing
products. Basically, hypothesis (H1a) tries to explain the emotional part of customer while purchasing products.
Moreover, Hedonic value in term brings joy to the customer for making a right decision. If customer enjoy doing more
shopping and acquire positive impression from the service than it turn to be a profitable business for any firms (Pappas,
Kourouthanassis, Giannakos &Chrissikopoulos, 2016). According to Le (2011), positive feeling, pleasure and wisdom have a
connection with life satisfaction, like as products and customer. When customer reach to the peak of excitement for doing any
kinds of shopping than it seems that customer actually have a positive impression from the products, denotes H1b.
H1b: - Hedonic value creates positive feeling over Affective satisfaction.
b. Utilitarian Value
Utilitarian or instrumental value refers to the demand of shopping efficiency and creating right decision for product
purchase as its logical product information (Fiore, Jin and Kim, 2005). Utilitarian is based on the ethical theory of Utilitarianism,
which signifies the moral worth of an action taken by an individual for majority assuring happiness and pleasure for all (Yang
& Lee, 2010). It is also known as instrumental value which means task-oriented and purchasing the product through shopping
trip (Irani&Hanzaee, 2011). Utilitarian and hedonic value are very differ from each other, hedonic deals with the emotional
aspect of customer on shopping experience where utilitarian deals with the physical performance and ethical decision making
of customer for betterment of all number of people.
H2a: - Utilitarian value support to make right decision from the evaluation of different purchase practices.
Business purpose is to deal not only with individual but with all, and for this; one should have ability of taking decision
for group. Utilitarian value assure the right decision taken for the majority and have taken moral worth of an action to make a
mind (Yang & Lee, 2010). In business world it is very important for any entrepreneur to take a right decision at right time for
58
right things. The hypothesis (H2a) shows you the intelligent mind concepts of a person involving in a business. The mind set
up; where customer grab all the necessary information about products, analyze it and after evaluating clearly they purchase the
products.
Moreover, it is very important for involving in purchasing that one should be very careful about maintaining trust. For
making decision or purchasing products, customer should have justifiable or reliable information about the products (Haddock,
Millar & Pritchard, 2009). So that customer could get effective impression of involving in business. Foremost loyalty and to
meet expectation is very much important in business, once you break that you may lose your business also. So there should be
some emotional relation between product and customer which can give good impression for other too (Hyun, Kim & Lee,
2011). Business is all about impressing customer, if you succeed to do that your business sounds good.
H2b: - Utilitarian value has a positive influence on Affective satisfaction.
c. Epistemic Value
Value that care about the need of customers and most importantly care for the morality is known as epistemic value
(Zagzebski, 2004). It is the demand of ‘what we care about’ and also theory or belief of providing accurate knowledge.
Epistemic value not only deal with morality but also care about either given knowledge is justifiable, reliable and for instance
on the basis of true beliefs (Haddock, Millar & Pritchard, 2009). It sometime doesn’t assure that it will give justice over every
circumstances, and especially in product marketing and service delivery (Pritchard, 2009). Epistemic value based on truth and
morality over a product so if customer became attached with the product quality and product able to justify itself of having
quality than product purchasing level grows up and become sustainable too.
H3a: - Epistemic value morally support on decision making for Cognitive satisfaction.
Customers always have a huge expectation from any of the company. Production Company has to go through so many
challenges during their product's introduction phase, either customer will be satisfied from their product or not. And customer
always became careful to give the right decision over purchasing products. So customer have to take a moral decision
(Zagzebski, 2004) while purchasing products and production company have to give more priority to the customer's satisfaction,
product marketing and service delivery (Pritchard, 2009). H3a tries to figure out the moral decision of customers for their
satisfaction of purchasing.
Also, Business main purpose is to satisfy customers by their high quality product and services. If firms became successful
to convince customer about their product than the business strategy is meant to be successful (Chen & Chen, 2010). Epistemic
value in here cares about the expectation of customers and compels to give a positive impression over production and customer
services. Satisfying customer is the challenging task in business and to meet the expectation and being loyal is more challenging.
So keeping morality in business and dealing financially at the same time is tough but very fruitful for the profitable business.
In this way epistemic value and affective satisfaction (H3b) co-relate between each other for best service and effective
impression.
H3b: - Epistemic value positively cares about Affective satisfaction.
3.2.2. Customer satisfaction: Cognitive and Affective
Satisfying someone for something is the most difficult task and especially in business; success can only achieved through
customer satisfaction over products. Cognitive and Affective are the two different attitude of customer satisfaction where one
refers to evaluative (Cognitive) part and another refers emotional (Affective) part (Visser& Coetzee, 2005). These both are the
individual responses of a customers. The decision made from the evaluation of different evidence (Simon, Snow & Read, 2004)
and make a mind by observing other (Shultz &Lepper, 1996) shows the cognitive mind concept of customers. Customer make
a decision; after evaluating the actual characteristics of a product, after being fully satisfied with the market value and after
confirming product reliability, with evidence. And customer who have positive feeling and impression over products and service
delivery states the affective satisfaction (Cho, Park, Han & Kang, 2011). It used to measure the mood of customer while
shopping and provide information about the satisfaction level of customers. So satisfaction level of customer fully depend upon
the reliability and quality of products as well as business strategies.
H4: - Cognitive satisfaction support to make a mind for customer loyalty.
59
Customer satisfaction and loyalty have equal role in successful business practices. In business, seller needs to give first
priority to the customer need and customer need to be more loyal toward their purchasing products. It is very important for any
customers to make a mind of purchasing by observing other and assuring completely before purchasing (Shultz &Lepper, 1996).
So that they can be more loyal towards their product and sellers could be aware about not letting down customer's expectation.
Above hypothesis (H4) try to shows that loyalty over product increases the product value and marketing of business and most
important placed strong impression on customer to repurchase from same production.
H5: - Affective satisfaction has positive impact on Customer loyalty.
Hypothesis (H5) tries to explore that seller should give more priority to the customer’s value first. Woodruff (1997) denoted
that customer value means, what customer need and believe that they get from involving in business practices. Also making a
right decision from the experience of different evidence generate positive impression over product and service delivery, which
strengthened the customer loyalty. It is very essential to improve the service quality in business to grab more attention and trust
from customers (Kheng, Mohamad, Ramayah&Mosahab, 2010). Human became so sensitive that they believe on things what
they just see or just listen; sometimes. As in proverb says; first impression is the last impression, business strategy should be
based on attracting people with their product and service quality. Trust comes from good behaviors, once customer get attached
with the service and firms became loyal with their production than business touches the peak of success.
Customer Loyalty over products speculate the continuous increment in business. Loyalty can be depend upon the
guaranteed service provided by an enterprise to the customers. It can be either membership, reward or outstanding services by
firms to customers (Shoemaker & Lewis, 1999). So loyalty in business is more important for both; to get advantage from the
products and service and to expand the business. In business there is no place for emotional sentiments, it is just about profit
and trade of earning money but beside that, trust in business do exist, which we call loyalty. Customer loyalty in business
remains last long, remain profitable and soundly.
4. Empirical analysis
4.1. Analysis of Reliability and Validity
Partial least squares structural equation modeling (PLS-SEM); technique has been used for analyzing the data in this study.
Because this research is mainly exploratory and is primarily aimed to develop theories which identify key driver constructs,
PLS path modeling was preferred over the covariance-based structural equation modeling (CB-SEM). This model work as
explaining the variance in the dependent variables when examining the model. For empirical analysis of this study and for
performing the path model analysis, statistical software application package called SmartPLS 3 was utilized. As this study
involved measurement constructs with manifest variables that are reflectively connected to their latent variables, given below
in the table’s psychometric properties for the reflective construct measures were carried out.
This paper conducted principal component factor analysis to test the factorial validity of the scales. The different techniques
were applied during the evaluation of PLS model results such as, Outer Loading (A common rule of thumb is to check whether
the standardized outer loading for each item are 0.708 or higher since that number squared is equivalent to 0.50), Cronbach’s
alpha (the most common technique used to determine internal consistency is Cronbach’s alpha. It provides an estimate of the
reliability based on the inter-correlations of the observed indicator variables), Composite Reliability (CR) (it is varies between
0 and 1, with higher values indicating higher levels of reliability. Its interpretation is same as Cronbach’s alpha); Specifically,
CR values of 0.60 to 0.70 are acceptable in exploratory research, while in more advance stages of research, values between
0.70 and 0.90 can be regarded as satisfactory. Moreover, values above 0.90 (and definitely >0.95) are not desirable because
same phenomenon measuring indicators are unlikely to be valid measure of constructs and Average Variance Extracted (AVE)
{explore as the grand mean value of the squared loadings of the indicators associated with the construct (i.e., the sum of the
squared loading divided by the number of indicators)}. When evaluating AVE, If the value is 0.50 or higher this indicate that
on average, the construct explains more than the half of variance of its indicators.
Table 1
Demographic Characteristics of the Respondents
Items Options Frequency Percentage (%)
60
Gender
male 56 50.9
Female 54 49.1
Age
18 or younger 18 16.3
19-25 years old 33 30
26-35 years old 52 47.2
36 or above 7 6.3
Education level
less than high school 3 2.7
high school 24 21.8
bachelor's degree 37 33.6
master's degree 34 30.9
PhD 12 10.9
Current Occupation
Student 85 77.2
wage worker 4 3.6
academic employee 10 9
company employee 6 5.4
Others 5 4.5
Monthly Income
less than 100$ 57 51.8
more than 100$ 12 10.9
prefer not to answer 41 37.2
Table 1 explore the demographic information of the respondents, where they mentioned their gender, age, education
level, occupation and their income. Where table 2 reveals thatall of the items have outer loading value well above the threshold
of 0.708, except for the items AS2 (0.616), AS3 (0.589), AS4 (0.68), CS3 (0.643), CS4 (0.66), CS5 (0.5.9), EV4 (0.513), HV1
(0.586), HV2 (0.61), HV3 (0.549), UV1 (0.519), UV2 (0.636) and UV4 (0.595) of outer loading. Among these some of the
items were removed as they fail to explain a substantial part for each indicator’s variance of at least 50%. After their removal,
there is a slight increase in the statistical significance of their constructs. Also the Composite Reliability Values of 0.859 (AS),
0.863 (CL), 0.85 (CS), 0.84 (EV), 0.775 (HV) and 0.862 (UV) demonstrate that all six reflective constructs have high level of
internal consistency reliability. When evaluating AVE, If the value is 0.50 or higher this indicate that on average, the construct
explains more than the half of variance of its indicators. So in this study shown in table 2, the AVE values of the constructs AS
(0.754), CL (0.678), CS (0.654), EV (0.568), HV (0.635) and UV (0.758) are more than the required minimum level of 0.50.
With such result, it is said the measurement items of the six reflective constructs have acceptable levels of convergent validity.
Therefore, all the item-model evaluation has been accepted and supporting the model’s reliability and validity in this process.
Table 2
Confirmatory Factor Analysis through Smart-PLS
61
ITEMS OUTER
LOADING
(>0.70)
CRONBACH'S
ALPHA
COMPOSITE
RELIABILITY
(>0.70)
AVERAGE
VARIANCE
EXTRACTED
{AVE
(>0.50)}
DISCRIMINANT
VALIDITY?
Hedonic
Value
HV1 0.701 0.441 0.775 0.635 YES
HV4 0.883
Utilitarian
Value
UV2 0.837 0.685 0.862 0.758 YES
UV3 0.903
Epistemic
Value
EV1 0.803
0.747
0.84
0.568
YES EV2 0.715
EV3 0.778
EV5 0.714
Cognitive
Satisfaction
CS1 0.837
0.737
0.85
0.654
YES CS2 0.807
CS3 0.781
Affective
Satisfaction
AS4 0.813 0.684 0.859 0.754 YES
AS5 0.92
Customer
Loyalty
CL1 0.865
0.76
0.863
0.678
YES CL2 0.852
CL3 0.749
4.2. Hypothesis Testing
This research has come up from the theoretical background and creation of a research model with its different hypothesis
to the methodology and analysis parts. Those hypothesis lead to the measurement of consumer different attitudes (value
determination and satisfaction) and its impact on customer loyalty. After those research models were evaluated by using the
variance-based partial least square structural equation modeling (PLS-SEM) approach; a statistical modeling technique for
SEM.
In general, the result of the empirical analysis (shown in figure 2) indicated that the predictive relevance power of the
proposed model is above average (CS = 0.139, AS = 0.054 & CL = 0.139). Out of the eight proposed hypothesis, five (H1a,
H2a, H3a, H4 & H5) were statistically confirmed by the data collected to have a positive correlation with 95% confidence level.
The hypothesis are examined as follows;
Hypothesis H1a & H1b
The effect of Hedonic Value (HV) towards Cognitive Satisfaction (CS) and Affective Satisfaction (AS)
The analysis result for hypothesis (H1a) confirmed its positive influence between HV and CS, according to the calculative
results. It shows that hedonic value gives positive and moderate significant value with CS. whereas, hypothesis (H1b), HV’s
relation with cognitive shows opposite result, as non-significant construct which means hedonic value fails to create positive
62
feelings over affective satisfaction. Among remained indicators of HV, HV4 question entitled (It gives more pleasure to me,
while shopping) has the highest outer loading value which suggest its importance. A practical implication based on this
knowledge would be in order to give pleasure to the customer on purchasing products with satisfactory impressions.
Hypothesis H2a & 2b
The effect of Utilitarian Value (UV) towards Cognitive Satisfaction (CS) and Affective Satisfaction (AS)
Hypothesis 2a has succeed to proven the positive correlation between utilitarian value and cognitive satisfaction in terms
of making right decision after the evaluation of different product purchase. Where hypothesis 2b has been predictive to have
positive correlation between UV and AS but the analysis result doesn’t seem to indicate enough evidence to support such
statement (p = 0.167).
Hypothesis 3a & 3b
The Effect of Epistemic Value (EV) towards Cognitive Satisfaction (CS) and Affective Satisfaction (AS)
Hypothesis 3a (fifth hypothesis in row) confirmed that Epistemic value supports to make a moral decision on purchasing
products. It shows the significant relation with CS but fails to show correlation with AS (p = 0.076), H3b. According to the
analysis result, moral decision have nothing to do with feelings and emotions of customers in purchasing practices.
Hypothesis 4
The Effect of Cognitive Satisfaction (CS) towards Customer Loyalty (CL)
The seventh hypothesis analysis result claim that cognitive satisfaction have positive correlation with customer loyalty. It
is succeed to explore that decision made from the satisfactory evaluation helps to increase the loyalty level of customers, in
between products and customers. In addition, the inference on their relevancy and productivity power seems to depict the same
order by contributing (0.068) on the R2 value of the cognitive satisfaction in customer loyalty.
Hypothesis 5
The Effect of Affective Satisfaction (AS) towards Customer Loyalty (CL)
Final hypothesis (H5), shows the strong and positive relationship between affective satisfaction and customer loyalty
(0.387). Which explains that customer’s positive feelings and attachments over some products increases the chances of being
loyal towards same product. It actually works on creating loyalty with such influences and attachments.
4.3. Significance of Path Coefficient
63
Figure 2.
Path
Coefficient
and R2
values in the
structural
model{Hypothesis Testing}
Above figure 2 explore the structural model with the structural path coefficient analysis results along with R2 value. The
R2shows that the research model explains 0.273 of the variance in cognitive satisfaction, 0.109 of variance in affective
satisfaction and 0.238 of the variance in customer loyalty.The estimated path coefficient have standardized values between -1
and +1. As a rule of thumb, estimated path coefficient values that are close to +1 mean there is a strong positive relationship,
whereas a negative value close to -1 denotes a strong negative relationship. This also mean that the closer the estimated path
coefficient are to 0 (Zero), the weaker the relationships. Thus values extremely close to zero are usually considered non-
significant since they are relatively not different from zero. The significance of all the estimated path coefficient ultimately
depends on the standard error which is obtained by means of the bootstrapping resampling method.
For capturing this data, a bootstrapping procedure with no sign changes option has been done with 110 cases and 5000 re-
samples performed to determine the statistical significance of the structural relationships. After the completion of bootstrapping,
PLS-SEM model showed the t-values for the measurement and structural model estimates.
Table 3
64
Structural Model Significance Analysis Result
According to
exploratory
research,
determined
critical value
for the
significant
of coefficient of two
tailed test is
used to find
the value
whether
1.96 or not. Which
meant, the
result is
treated as
significant
at the 5%
probability of
error level, or if
the p-value is less than 0.05 or greater than 0.95. Calculation shows that all of the structural path relationships except for the
paths EV -> AS (H3b), HV -> AS (H1b) and UV –>AS (H2b), with p-value equal to 0.076, 0.14 and 0.167 respectively were
statistically significant at 95% confidence level. Above table shows the result of the structural path coefficient analysis.
Assessing the relevance of significant relationships is important afterwards. Because of small size, the worth of path
coefficient have less value to grab the administrative attention, besides having significant value. Thus, it is difficult to examine
the results and exploring conclusion. In particular, if you go through the relative importance of the constructs in predicting
cognitive satisfaction (CS), we find in above figure that the customer perception of moral support (EV= 0.332) is the most
important, followed by customer perception of loyalty (CL= 0.232), customer perception of purchasing decision (HV= 0.2.8)
and customer perception of making right decision (UV= 0.182). It also shows that customer satisfaction have no insignificant
relation with anyone.
5. Discussion of the study
Customer satisfaction primary indicator of customer’s repurchase intention and customer loyalty reduces the customer
churn and increases the customer’s lifetime value. When customer became satisfied with the product or purchase product
became loyal to the customers than they became daily customer for same seller. Based on research, customer loyalty measures
the trustworthiness of customer over company and sales person. It is the trust of customer over product and service provider.
Where perceived value directly effects on product price as sometime customers are unaware about the exact price value of the
products. The term value in perceived value determine as connecting networks between marketers and assure ability of company
for providing quality products. Customer’s product purchase intention depends upon the market value, marketing and business
strategy. The increment in product reliability and quality influence on the decision making of customer over product purchasing.
Business profitability is based upon customer’s satisfaction, loyalty and perceived value. Customer’s choice should be the first
priority of every product producing companies.
Path Hypothesis
Path
Coefficient
Sample
Mean
(M)
Standard
Deviation
(STDEV)
T Statistics
(|O/STDEV|)
P Values
(<0.05 or
>0.95) Support
AS -> CL
H5: - Affective satisfaction has positive
impact on Customer loyalty. 0.387 0.396 0.097 4.007 0 YES
CS -> CL
H4: - Cognitive satisfaction support to
make a mind for customer loyalty. 0.232 0.237 0.112 2.07 0.038 YES
EV -> AS
H3b: - Epistemic value positively cares
about Affective satisfaction. 0.214 0.213 0.121 1.777 0.076 NO
EV -> CS
H3a: - Epistemic value morally support
on decision making for Cognitive
satisfaction. 0.332 0.341 0.095 3.506 0 YES
HV -> AS
H1b: - Hedonic value creates positive
feeling over Affective satisfaction. 0.155 0.166 0.105 1.476 0.14 NO
HV -> CS
H1a: - Hedonic value influence
Cognitive satisfaction to make mind for
purchasing. 0.208 0.212 0.107 1.955 0.051 YES
UV -> AS
H2b: - Utilitarian value has a positive
influence on Affective satisfaction. -0.157 -0.159 0.114 1.382 0.167 NO
UV -> CS
H2a: - Utilitarian value support to make
right decision from the evaluation of
different purchase practices. 0.182 0.187 0.091 2.011 0.044 YES
65
Our study finds that epistemic value has the greatest impact on cognitive satisfaction followed by hedonic value and
utilitarian value. This might be because the term epistemic in our study denoted the morality and customer’s care, in which
respondent act on their satisfaction level of their most caring purchase intention. Thereafter, feeling of happiness while
purchasing and taking right decision for purchasing follows. Only utilitarian value have negative impact on affective
satisfaction, as taking right decision doesn’t turn out to be right always. Study also shows affective satisfaction has significant
relation with customer loyalty. Customer’s feelings go with the product which they have significant relation with customer
loyalty. Customer’s feelings go with the product they trust. Both trust and feelings have great attachment while purchasing
products.
Finally, our study finds that customers acted differently while purchasing products. They have a mixed feelings, emotions
and practices. Customer acted as using both mind and heart while purchasing products. Mind works for evaluating the market
value, searching the best product, comparing the quality and price and taking smart decision on purchasing. Whereas, heart
works for trusting on products, repurchasing the same brands product (emotional attachment) and feel the joy. Basically our
study explain specifically about the customer behavior; going into the depth of customer behaviors and trying to understand
customers feeling (emotional side), while purchasing products.
6. Implication of study theory
The result of this study should be interpreted in lights of customer’s different action and mind concept, while purchasing
any products. Customer behavior in specific terms have so many personal attachment towards product and diverse practices of
purchasing. Satisfaction can’t be measure statistically, it goes with the personal feelings and attachments of people. People got
attached with the things, with whom they were influenced. They are attached emotionally, mentally and morally with products,
as result customer loyalty towards products increases. According to the study, customer became personal while purchasing
products. They evaluated the product before purchasing, do moral test of it, search joy in shopping and attached with the
products, emotionally. Study also shows, customer purchases those products which they care most, trust most, attracted most
and more important satisfy most.
The proposed indicators in this study suggested that product and service provider have to consider the emotional side of
customer because that’s the thing customer search most in every products. The survey result also shows that customer got
attached with the product that they purchase their desired product every time and became loyal towards products. So that every
service provider have to focus upon the quality standard and standard maintain of the products. As considering about the
customer’s expectation and belief from the products, service provider have to upgrade their policy and system accordingly. Our
study contribute to the understanding of customer’s diverse behaviors and their performance while purchasing products. By
comparing the customer’s different sides: emotional, mental and moral; business firms can systemize their production policy
and upgrades according to the customer’s choice.
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Yang K, Lee HJ. Gender difference in using mobile data services: Utilitarian and Hedonic value approaches. Journal of Research
in Interactive Marketing 2010; 4(2): 142-156.
Yang Z, Peterson RT. Customer perceived value, satisfaction and loyalty: The Role of Switching Cost. Psychology and Marketing
2004; 21(10): 799-822.
Zagzebski L. Epistemic value and the primary of what we care about. Philosophical papers 2004; 33(3): 353-377.
68
OPTIMUM NUMBER OF CLUSTER HEADS IN
COGNITIVE RADIO WIRELESS SENSOR NETWORKS
Gyanendra Prasad Joshi
Yeungnam University
Abstract
Clustering organizes sensor nodes in independent clusters to avoid long distance communication of nodes
and hence extends network lifetime. Clustering in cognitive radio wireless sensor networks (CR-WSNs) is
different than the conventional wireless sensor networks and ad-hoc wireless networks for various reasons.
Clustering helps cooperative sensing in CR-WSNs, decrease sensing errors and increases possibility of
opportunistic spectrum access. Determining optimum number of cluster heads is very important, because
distance of cluster head to base station, distance of cluster head to another cluster head towards base station,
and intra-cluster communication distance depend upon number of cluster heads. Basically, in conventional
sensor networks, cluster head selection is based on residual energy of a node. In CR-WSNs, network
performance is depends upon activities of incumbents license holders on the channels. In this work, we
determine the optimum number of cluster heads in CR-WSNs. We propose a ‘prediction of incumbent
license holders’ arrival on the channel’-based clustering algorithm. We consider number of available
channels, distance to the base station and residual energy as parameters for the cluster head selection. We
simulated the proposed algorithm in various scenarios and compared with the theoretical results.
Keywords -
Clustering, Cognitive Radio, Cognitive Radio Wireless Sensor Networks, Opportunistic Spectrum Access
69
70
Digital Technology
Session Chair: Dr. Bhanu Shrestha
1. DEVELOPING LOCATION-AWARE SEMENTIC MOBILE MASHUP
Duan Hong Zhou, Suhyoung Lee, Seungwan Son, Minjun Jang, Seunghyo
Chae, Yongju Lee
2. REST API DEFINITION AND VERIFICATION FOR APP-BASED
FACILITY MANAGEMENT SYSTEM
Sun Yu Xiang, Yongju Lee
3. WIDE BANDSTOP FILTER FOR CRS APPLICATIONS
Bhanu Shrestha
4. SOLUTION TO CYBER PROBLEMS OF MEDICAL CONTROL
SYSTEMS LIES WITHIN YOUR DEVICE
Junaid Chaudhry
5. A METHOD FOR MAKING ARTIFICIALLY INTELLIGENT ROBOTS: A
STUDY ON SPEECH RECOGNITION AND SYNTHESIS SOFTWARE
Arshad Rafid Fakir Mashuque Alamgir
Presentation 2-1
71
Developing Location-aware Semantic Mobile Mashups
Duan HongZhou, Suhyoung Lee, Seungwan Son, Minjun Jang, Seunghyo Chae, Yongju Lee
School of Computer Science and Engineering, Kyungpook National University, Daegu 41566, Korea
[email protected], [email protected], [email protected], [email protected],
[email protected], [email protected]
Abstract
Smartphone’ multimedia, sensing and communication capabilities provide the best environment in which to create easily new
and superior mashup content combined with Linked Data. This paper describes the development of the location-aware semantic mobile
mashup system on smartphones. It provides mashups of Google Map and DBpedia based on users’ current location, display surrounding
DBpedia objects and links to search for additional semantic information. DBpedia is emerging as the core of LOD (Linked Open Data),
which is gathering information based on Wikipedia and using it to develop large scale big data. Developed semantic mobile mashups are
able to find the desired place of your current location through GPS, and access the semantic information easily on Linked Data browser.
Keywords
DBpedia, mobile mashups, semantic information, Linked Data Browser, location-aware
I. Introduction
With the value and importance of Big Data being widely recognized, we are actively working on building Linked Data
that is structured through the semantic connection of data on the web. Linked Data refers to a data-centric web linked to each
resource rather than to an existing document-oriented web, aiming at linking data constituting the web [1]. Linked Data is a
technology which allows anyone to use data freely on the web by assigning URI to the data object (i.e., entity) containing fact
data and publishing it through the web protocol HTTP. Currently, most of the data on the web is published in human-readable
formats (e.g., text, HTML, CSV files, etc.), making it difficult to link and process the data [2]. Linked Data is the most practical
approach to overcome the limitations of this data format and bring about significant changes in data utilization and analysis.
72
We develop a new semantic mobile mashup system using existing Linked Open Data (LOD) considering these issues. It
can easily find the desired location of the current location through GPS and easily access the LOD semantic information over our
Linked Data Browser.
Ⅱ. Related research
2.1 DBpedia
DBpedia is a crowd-sourced community aiming to extract structured information from Wikipedia and making the
information available on the Web. DBpedia allows you to ask sophisticated queries against Wikipedia, and to link the different
data sets on the Web to Wikipedia data.
The DBpedia Knowledge Base provides localized versions of DBpedia in 125 languages. All these versions together
describe 38.3 million things, out of which 23.8 million are localized descriptions of things that also exist in the English version of
DBpedia. The full DBpedia data set features 38 million labels and abstracts in 125 different languages, 25.2 million links to
images and 29.8 million links to external web pages; 80.9 million links to Wikipedia categories, and 41.2 million links to YAGO
categories. DBpedia is connected with other Linked Datasets by around 50 million RDF links. Altogether the DBpedia 2014
release consists of 3 billion pieces of information (RDF triples) out of which 580 million were extracted from the English edition
of Wikipedia, 2.46 billion were extracted from other language editions. Detailed statistics about the DBpedia datasets in 24
popular languages are provided at Dataset Statistics [3].
2.2 Linked Data Status
Fig. 1. LOD cloud diagram
Fig. 1 shows the LOD cloud diagram released in 2014 [4]. LOD cloud is a globally distributed data network, in fact, it
can be seen as a database across the entire network. The nodes in the LOD cloud represent the published data sets. The larger the
area of the nodes, the more triples are included in the data set. In early 2007, 2 billion RDF triples and 2 million links were
launched. In 2011, 31.6 billion RDF triples and 500 million links increased rapidly. Today, with the number of LOD-participating
73
areas continuing to expand, and the increasing complexity and scale of sectoral ontologies, the relationship between the data in
the ontology is increasing exponentially. LOD is divided into media, geographical information, government, publishing, cross-
sector, medical science, user-generated content, and social web. DBpedia is located in the center of LOD cloud. In this paper, we
have differentiated from previous studies by realizing semantic mobile mashup system using such Linked Data.
Ⅲ. Location-aware Semantic mobile mashups
3.1 Retrieval Geospatial Semantic Web
The initial screen of our mashup displays a map of the current location received by the GPS (see Fig. 2). When a user
selects a search condition such as bank, hospital, sightseeing spot and cafe, the result is displayed on the Google Map together
with their markers (see Fig. 3). At that time, if you touch a mark displayed on the screen, a popup screen with latitude/longitude,
place description and link information is displayed on the map (see Fig. 4). Clicking the link information here gives semantic
information received from DBpedia server (see Figure 5). DBpedia information is written in RDF and contains texts, images,
links, etc. that describe the resource. If the output data is linked to another dataset, you can also obtain the other resource
information by clicking on it. This allows you to navigate from DBpedia to another linked dataset.
Fig. 2. Initial screen Fig. 3. Searching result screen Fig. 4. Popup screen Fig. 5. DBpedia output screen
3.2 Implementation Techniques
74
Fig. 6. Overall structure
of the proposed semantic mobile mashup
Fig. 6 shows the overall structure of the proposed semantic mobile mashup system. In order to develop the mobile
mashup efficiently, we need to choose a solution to the domestic market based on the open source platform. Recently, the
tendency of the mobile operating system is Android. The major features of Android include WebKit, OpenGL ES, and SQLite
DBMS. In the Android platform, the map and location services mainly use two APIs. One is the Google Maps API (i.e.,
com.google.android.gms.maps), and the other is the location API (i.e., android.location). The Google Maps API includes features
that allow you to display and manipulate maps. The location API includes a function for obtaining current location information
using sensors such as GPS or wireless LAN. In this study, we use GoogleMap API V2 which is a new version of Google Map.
We develop the location-based search, location-based registration, and HTTP communication sub-systems. When a user
selects the search menu, the location-based search system retrieves the Google Places API through the HTTP communication
system to see if retrieved results are included in the display boundary of the Google Map, and then displays the result marks in the
boundary. At this time, if the user touches the mark displayed on the screen, simple information such as latitude/longitude, place,
linking is displayed on the map. If you want to upload the image and the description information of the place where the user is
currently located (for example, a tourist spot), the location-based registration system defines the camera interworking intent
function and performs the function to save the photo and the text description in the SQLite DBMS.
We first use Android's location API to retrieve the current user's location and read the latitude/longitude value, and then
pass the corresponding value to the Google Place API as an argument to search for the nearby location. Save names and locations
of nearby places in the search results, and then use these names to query the DBpedia server. We can use SPARQL, the semantic
query language provided by DBpedia, to perform nearby search based on latitude/longitude. SPARQL is faster in terms of
processing speed, but some DBpedia documents may not have latitude/longitude values. On the other hand, the Google Place API
can search by names without latitude/longitude values, so we can search more results than using SPARQL query language.
The detailed view screen receives the data provided by DBpedia in RDF/XML format. We parse the data using XML
parsing XmlPullParser class provided by Android. The semantic information to be displayed on the screen such as the address, the
summary description, and related photograph are displayed on the screen.
Ⅳ. Conclusion
75
In this paper, we have developed a new location-aware semantic mobile mashup system using LOD. In this system,
smartphone GPS can find the desired place of the current location and can access the semantic information about them through
our Linked Data Browser. It combines Google Maps, Google Place Open API, and DBpedia Linked Data to display the
discovered objects and provides general information, detailed information, and links for additional semantic web searches. This
enables us to efficiently utilize LOD, which is currently being developed as a form of Big Data.
ACKNOWLEDGMENT
This research was supported by the MSIP (Ministry of Science, ICT and Future Planning), Korea, under the National
Program for Excellence in Software (R2215-16-1004) supervised by the IITP (Institute for Information & communications
Technology Promotion).
BIBLIOGRAPHY
[1] S. Y. Yoon, "A Study on National Linking System Implementation based on Linked Data for Public Data," Journal of Korea Society for Information Management, Vol.
30, No. 1, pp. 259-284, Mar. 2013.
[2] H. S. Chung and J. M. Kim, "Design of Achievement Standards Data Profile Based on Linked Open Data," Journal of KIIT, Vol. 13, No. 7, pp. 83-92, Jul. 2015.
[3] Wikimedia Commons Homepage: http://wiki.dbpedia.org/about
[4] Linked Open Data Homepage: http://linkeddatacatalog.dws.informatik.uni-mannheim.de/state/
76
REST API DEFINITION AND VERIFICATION FOR APP-
BASED FACILITY MANAGEMENT SYSTEM
Sun YuXiang, Yongju Lee
School of Computer Science and Engineering
Kyungpook National University
Korea
Abstract
In this paper, the common REST-APIs are defined for facility management between smartphone and PC
based on Web and App. These APIs are divided into groups and tables, groups represent objects needing
simultaneous management, while tables are a series of entries consisting of management objects.
FMS(Facility Management System)-API uses the request types of HTTP that are GET, POST, PUT, and
DELETE, and URL redesigned based on RESTful URL rules. In addition, a client - server test environment
was constructed to verify the proposed API. The RESTClient tool was used to verify the validity of the API.
In other words, the JSONParser of JSONFactory was used to validate the POST and PUT type JSON - based
REST API. About the type of GET and DELETE, the Validity was validated by URL and factor.
77
WIDEBAND BANDSTOP FILTER FOR CRS
APPLICATIONS
Bhanu Shrestha
Department of Electronic Engineering, Kwangwoon University, Kwanwun-ro 20, Nowon-gu, Korea,
Corresponding author: ([email protected].)
Abstract
In this paper, wideband bandstop filter (BSF) with good S-parameters responses is presented. The operating
frequency is 7. GHz with the fractional bandwidth of 3.8 GHz. Particularly, inductive coupling is used in
order to adjust the bandwidth. The bandstop filter is composed of a couple of C-shaped open stubs within
the rectangular stubs and these are connected with microstrip lines. The feeding like in both ports are about
3.5 mm and width of that lines are 1.5 mm. Both ports are terminated to the 50 ohm. The simulation is
performed using Sonnet Elelctro-magnetic tools and Teflon substrate with a dielectric constant of 2.54 and
thickness of 0.54 mm is used. The simulation results show good performance of frequency responses. In the
simulation, the frequency responses of S-parameters can be observed which shows the insertion loss (S21)
and return loss (S11) are 29.2 dB and 0.02 dB respectively at the center frequency of 7 GHz. The bandwidth
can be controlled by adjusting a C-shaped stubs. The designed bandstop filter can be implemented to
cognition radio system (CRS) application in the RF front end of receiver system which is emerging system
in radio frequency (RF) field. The overall dimension of the designed BPF is 14.6 mm by 7.8 mm.
Keywords-
Wideband BSF, Microstrip BPF, Ultra-wideband, CRS
78
SOLUTION TO CYBER PROBLEMS OF MEDICAL
CONTROL SYESTEM LIES WITHIN YOUR DEVICE
Dr. Junaid Chaudhry
Security Research Institute,Edith Cowan University,
Perth, WA Australia
Abstract
The Medical Control Systems (MCS) have rigorously been embedded with IT backbones in order to cut cost
and improve performance. This amalgamation has lead MCS to inherit the information security issues that
exist in the information technology systems. With increasing surveillance costs, volume and coverage area
of the MCS, the variety among the security issues of MCS is also increasing. The single, most threatening
issues is that of MCS malware. It is observed that the MCS has typically stable topology and work flows
throughout their life span. We aim at developing a statistical technique that models the data flow from one
components to another along with the parametral values assigned to those work flows. The development of
the Normal Functionality Model (NFM) presents us with the following advantages: baseline development
for anomaly detection, blueprint development of the infantile network anatomy, prevention from buffer
overflow attacks and moving window attack etc. We aim at testing our technique on a testbed that is
especially designed for this research and compare the results with different machine learning algorithms.
79
Digital System
Session Chair: Dr. Un-Kon Lee
1. SMART CONTENTS SELECTION BY ONE-HANDED VERSUS
TWO HANDED USAGES: IMPORTANCE-PERFORMANCE
ANALYSIS
Un-Kon Lee
2. THE DESIGN OF SMART CITIES TECHNOLOGIES IN 2016 AND
BEYOND WITH 5G NETWORKS AND IOT
Arun Agarwal, Saurabh N. Mehta
3. A STUDY ON DEVELOPMENT OF MOBILE REAL-TIME
DISTRIBUTION PLATFORM
Sang Tae Kim
4. USING COMPONENT-BASED MIND MAPS EMBEDDED MULTI
LED DISPLAY BOARD SYSTEM
Eui-Ryong Kim, Young-Gon Kim
Presentation Session 2-2
80
Smart Contents Selection by One-handed versus Two
handed Usage: Importance-performance analysis
Un-Kon Lee*
Department of Business Administration
The University of Suwon
Wauri 17, Bongdam-eup, Whasung-si, Gyeounggi-do
Korea
Abstract
Smart contents grows rapidly. Its potential performance should be investigated to develop consumer-
friendly smart contents. Two patterns of smart phone usage as one-handed and two-handed could be
identified by the sizes of smart phone display. One category of contents could be apt to be used by one hand,
and the other categories of contents could be apt to be used by two hands. This study tried to investigate
the preference of smart contents categories by the one-handed versus the two-handed usage behaviors.
I. Introduction
Smart contents market grows rapidly in recent years. The market size of smart contents using smart phone would grow
from 136 billion USD in 2012 to 229 billon USD in 2015, and it would be grown in 18.8 % in every year [2]. Despite of
the potential opportunities in smart contents market, few studies had been focused on how smart contents should be
designed [2]. Some studies have identified two types of smart contents usage behaviors as one-handed usage and two-
handed usage [1]. One-handed usage refers for the smart phone users to operate the smart phone by a thumb of one
hand in standing stance of a smart phone. Two-handed usage refers for users to operate the smart phone by the thumbs
of two hands in lying stance of a smart phone. One handed usage are frequently used by the user using the smart phone
under 5 inches, and two handed usage are done by users using it over 5 inches. This difference in the usage behaviors
could make the differences of smart phone user’s perception, attitude on smart contents. So, this study challenged to
evaluate the potential performance of smart contents categories in the perspective of the importance-performance
analysis and induce some implications on smart contents development.
II. Importance-Performance Analysis
Smart contents refers to the contents which is strengthened in the expressiveness and transmission by using two-way
touch, network, and GPS sensors and which could be frequently used in smart devices (i.e. smart phone, tablet PC,
smart TV) [2]. The categories of smart contents could be identified by such 11 types as 1) game, 2) electronic book, 3)
music, 4) video, 5) edutainment, 6) leisure, 7) advertisement, 8) life, 9) SNS, 10) solution, 11) e-commerce [2].
* Corresponding Author
Keywords and phrases: Smart contents, Importance-performance matrix.
This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation
of Korea (NRF-2016017707).
81
The preference on smart content categories could not be measured a static value of each categories at a glance, and
should be gauged the potential performances in long term. Importance-performance analysis (below ‘IPA’) is the
frequently used analytical method which identifies the characteristics of products and services for some service
providers to make their customers be satisfied with [3]. Services and products could be laid in each 4 divisions by the
axis of potential importance and the axis of occurred performance [4]. Some efforts to keep the pace should be needed
to the products in the 1st quadrant of high importance and high performance. Radical and immediate investment to
improve the competency of products could be needed to the products in the 2nd quadrant of high importance and low
performance. Gradual withdraw strategy should be needed to the products in the 3rd quadrant of low importance and low
performance. Resource allocation to the other product could be considered to the products in the 4 th quadrant of low
importance and high performance. We could use the products in this quadrant as the cash cow to make the money to
invest the other potential products. By using IPA, I would identify the user’s preference and valuation on the smart
contents categories to make investment strategies on each category [5].
III. Conclusion
Results of this study should be displayed in the session of ICACC 2017 conference.
References
[1] Kim, S. Y., S. H. Lee, and H. S. Hwang, "A Study of the Factors Affecting Adoption of a Smartphone", Entrue
Journal of Information Technology , 10(1), 2011, pp.29-39.
[2] KOCCA, “Smart Contents Market Statistics in 2012”, Research paper, 2013. 3.
[3] Martilla, J. A., & James, J. C. (1977). Importance– performance analyses. Journal of Marketing, 41(1), 77– 79.
[4] Matzlera, K., F. Bailom, H. H. Hinterhuber, B. Renzl, J. Pichler, "The asymmetric relationship between attribute-
level performance and overall customer satisfaction: a reconsideration of the importance–performance analysis",
Industrial Marketing Management, 33, pp.271– 277.
[5] Sampson, S. E., & Showalter, M. J. (1999). The performance –importance response function: Observations and
implications. The Service Industries Journal, 19(3), pp.1–25.
82
THE DESIGN OF SMART CITIES TECHNOLOGIES
IN 2016 AND BEYOND WITH 5G NETWORKS AND
IOT
Arun Agarwal1*, Saurabh N. Mehta2
1Department of ECE, ITER, Siksha ‘O’ Anusandhan University, Khandagiri Square, Bhubaneswar-751030, Odisha,
India, [email protected]
2Department of Electronics and Telecommunication Engineering,
Vidyalankar Institute of Technology, Mumbai, Maharashtra, India.
Abstract
The future cities known as Smart Cities is the present field of research and development whereby not only
devices but peoples too are connected to each other with the help of sensor enabled smart mobile phones.
The key concept behind smart cities is 5G networks with integration of multiple information and
communication technology (ICT) along with Internet of Things (IoT). The design of such cities will need
complex integration of various underlying key technologies like Smart mobility and transportation (Vehicle
tracking, Traffic management, Smart Parking, etc), Smart health (Telemedicine, wearable devices, Brain-
computer Interface, etc),Smart energy( Smart grid, Energy efficient systems, smart lighting, etc),Smart
connected Government , Smart waste management (drainage, recycling, etc), Smart water management
( Water purification, Storage, Distribution), Smart infrastructure, Smart buildings (Connected buildings,
Smart homes, etc), Smart security, Smart data and education (Smart digital classroom, e-learning, Virtual
Reality and Augmented Reality, etc) and the most important one Smart communications ( Next generation
5G networks, Machine-to-machine communications(M2M), Internet of things, Massive MIMO, Cloud
computing, Nanotechnology, Software Defined Networks) serving as backbone of smart cities without
whom these cities cannot be realized in practically. The basis of such smart cities are based solely on
intelligent smart mobile phones which in turn depends heavily on the development of 5G wireless
communication system with low power signal transmission. Privacy, interoperability, creating awareness,
funding and protection of citizen’s data over internet are some open major research challenges to be taken
care.
References
[1] A. Zanella, N. Bui, A. Castellani, L. Vangelista and M. Zorzi, "Internet of Things for Smart Cities," in IEEE
Internet of Things Journal, vol. 1, no. 1, pp. 22-32, Feb. 2014.
[2] R. R. Harmon, E. G. Castro-Leon and S. Bhide, "Smart cities and the Internet of Things," 2015 Portland
International Conference on Management of Engineering and Technology (PICMET), Portland, OR, 2015, pp.
485-494.
[3] C. Kyriazopoulou, "Smart city technologies and architectures: A literature review," 2015 International
Conference on Smart Cities and Green ICT Systems (SMARTGREENS), Lisbon, 2015, pp. 1-12.
*Corresponding Author
Keywords and phrases: 5G networks, IoT, Massive MIMO, M2M, complex integration, Smart data, ICT.
83
모바일 실시간 유통 플랫폼 개발에 관한 연구
김상태
영남대학교 시각디자인학과, [email protected]
A Study on Development of Mobile Real-time
Distribution Platform
Kim, Sang Tae
Yeungnam University, Department of Visual Communication Design
Abstract
Nowdays, the problems of domestic agricultural products and food distribution has arisen
such as a price non-conformity of C2C (Customer to Customer), a price instability oriented by
wholesales markets and a falling-off in freshness and safety of aricultural products through
multistep distribution process. A direct deals method which makes agricultural producers
and consumers achieve deals without multistep distribution process bring a cost-benefit to
both of them. In this study, it has been sought that recognizing about the problems
mentioned above already and the necessity of related application then finding solutions for
them. As remedies, build of innovative mobile direct deals environment has been done for
farmer by developing the system about agricultural products & food direct deals mobile
application and suggesting efficient user-interface through studying and developing MCRDP
which has the ability of bi-directional real-time accessibility for producer and consumer
based on mobile platform.
Keywords- E Marketplace, Mobile, Convergence, Distribution platform, Farm produce
Ⅰ. 서 론
최근 인터넷 및 모바일 미디어에 대한 관심이 높아지면서 개인 블로그나 SNS를 통해 기 보유한 고객 네트워크를 활용한 직
거래의 시도도 이루어지고 있다. 농산물 생산자와 소비자가 중간 유통 과정 없이 바로 연결되어 구매가 이루어지는 직거래 방
식은 생산자와 소비자 양쪽 모두 이익이 되는 효과적인 유통 구조이다. 이러한 직거래의 대표적 장점은 생산자가 합리적인 가
84
격으로 책정하여 경쟁력 있는 가격 수준을 제시하고 소비자는 산지의 신뢰할 수 있는 질 좋은 농산물을 직접 구입함으로서 식
생활의 안전과 수준을 높이는 효과를 가진다.
직거래 활성화 방안으로 떠오르고 있는 것이 온라인 직거래몰, 로컬 푸드, 꾸러미사업, 농업인 사이버교육 등을 들 수 있으
나, 대부분의 쇼핑이 온라인으로 이루어지는 현실에 생산하는 일만으로도 힘겨운 생산자가 IT기술을 이용하여 판매하는 것
은 매우 어려운 일이다 (박성희 등, 2014). 이러한 문제점을 해결하기 위해서는 다음과 같은 e-마켓플레이스가 가능한 플랫
폼 형태의 기술 구현이 필요하며, 그 내용으로 첫째, 자신이 생산한 농산물을 소비자와 직접 연결할 수 있는 중계형 직거래 유
통 플랫폼이 도입되어야하는 것과 둘째, 무선 네트워크상에 유기적으로 연동되는 모바일 기술의 구축과 셋째, 모바일(스마
트폰)에서 유통의 체계적인 관리와 지속적인 마케팅 수행이 가능하도록 개발하는 것이다. 이에 해결방안으로 모바일 플랫폼
을 기반으로 한 생산자와 소비자 양방향 실시간 접근성이 용이한 ‘농산물 직거래 모바일 유통 플랫폼’의 연구 개발을 통해 농
산물 및 식품 직거래 전문 모바일 어플리케이션과 시스템을 구현하고 효율적인 사용자 인터페이스를 제안하여 농업인을 위
한 혁신적인 모바일 직거래 환경을 구축한다.
본 연구는 총 6장으로 구성되어 있으며, 각장의 내용은 다음과 같다. 서론에서는 연구의 배경 및 목적, 그리고
방향을 밝힌다. 제 Ⅱ장에서는 e-마켓플레이스의 개념과 특징, 진화과정 및 시장현황에 대해 알아본다. 제 Ⅲ
장에서는 모바일 E-마켓플레이스에 대한 고찰로 농산물의 유통을 위한 모바일 E-마켓플렛이스의 개요와 관련
플랫폼에 대해 이해한다. 제 Ⅳ장에서는 모바일 E-마켓플레이스 플랫폼의 설계 프로세스를 진행하며, 제V장
에서는 모바일 직거래 유통 플랫폼을 개발한다. 마지막 VI장은 결론으로서 이번 연구의 요점을 제시한다.
Ⅱ. E-마켓플레이스에 관한 고찰
2.1 e-마켓플레이스 환경의 특징
e마켓플레이스는 소비자(구매자)와 판매자(생산자)를 단일 온라인 시장에 집중하여 집결시켜 전자상거래 시장에서 규정
하는 사용 매뉴얼에 따라 상품의 매매가 이루어지는 인터넷 상의 가상의 거래 공간(플랫폼)이다. e마켓플레이스는 전자 시장
, electronic marketplace, virtual marketplace, electronic intermediary 등의 다양한 명칭으로 사용되며, 조직 간 정보시스
템(IOS: inter-organizational information system) 측면에서 개념적으로 정의할 수 있다 (김종득 & 김태환, 2007).
e마켓플레이스는 정보의 저장, 검색, 공유 등 정보의 유통과 정보의 효과적인 사용을 위한 기능을 제공한다. 이러한 환경은
방대한 정보의 사용 효율성을 높여 사용자가 원하는 상품과 정보를 신속하게 소비하도록 한다 (Bailey & Bakos, 1997). “e마
켓플레이스는 구매자에게 판매자의 제품사양이나 가격에 대한 정보를 제공함으로써 구매자의 정보수집 비용을 낮출 수 있고
, 동일 산업이나 상품정보, 시장동향 등을 수집ㆍ분석하여 구매자나 판매자에게 제공함으로써 거래가 효과적으로 수행될 수
있도록 지원한다 (안중호 & 권순동, 2001).”
2.2 e-마켓플레이스 진화과정
e-마켓플레이스의 기능적 측면으로 2000년도의 e-마켓플레이스는 상품을 등록하여 판매하는 판매자(공급자)와 관련 상
품 정보를 제공하고 가입 철차를 통해 접속한 소비자는 마켓이 제공하는 카테고리 또는 상품 검색을 통하여 원하는 상품을 구
매하는 초기 형태를 제공하였다. 이후 e-마켓플레이스가 발전하면서 공동구매, 경매 등 다양한 형태의 상거래 기능과 소비자
85
가 판단 가능한 판매자 정보와 상품 후기, 상품브로셔, 게시판 등 다양한 정보와 커뮤니티 등의 부가 서비스가 추가되었다 (배
현수, 2005). 외부 플랫폼이나 포털 등과 광고, 정보, 이슈 등의 정보를 연동하여 효율적이고 편리한 정보제공으로 사용자가
쉽게 마켓의 상품과 관련 콘텐츠의 내용을 확인 할 수 있도록 하는 완전한 e-마켓플레이스의 형태가 되어가고 있다(안상협, 2
004).
초기에 구축된 e-마켓플레이스들은 동일업종 내에서 특정 공급자나 구매자를 중심으로 이 기업에 납품하는 다수의 부품
납품업체와 이 기업의 상품을 구매하는 다수의 산업용 제품 구매업체 등이 참여하는 형태가 주류를 이루었었다. 그러나 e-마
켓플레이스에 대한 관심이 고조되면서 소비자 지향적이고, 다양한 업종을 포괄하는 초대형 e-마켓플레이스들이 등장하고
있다.
2.3. 국내 e-마켓플레이스 현황
국내 e-마켓플레이스는 2000년을 기점으로 가동을 시작하였고 다양한 사업에 걸쳐 나타나기 시작하였다. 국내 e-마켓플
레이스는 거래중개형의 서비스형태를 주로 가지는데 다수의 공급자과 수요자를 인터넷망으로 연결하여 기업 간의 제품 및
서비스 등의 거래가 이루어지도록 한다. 주로 온라인 시장을 만들고 관리하게 되며 인프라 서비스를 제공하는 Market Maker
또는 Intermediary의 역할을 한다 (David King, 2002).
2000년에는 e-마켓플레이스 수가 85개에서 2001년 하반기에는 260개, 2002년 3/4분기 말에는 272개로서 전년 동 분기
대비 12개(4.6%) 증가하였다. 2003년 3/4분기 e-마켓플레이스 거래액은 1조 7,140억 원으로서 전년 동분기에 비해 6,990억
원(68.9%)이 증가하였다 (통계청, 2003). 이는 구매비용 절감, 구매절차의 편의성 등 B2B 거래의 효과에 대한 인식이 기업들
사이에서 점차 확산되어 MRO(유지ㆍ보수ㆍ운영자재), 산업용자재 부문을 중심으로 중개자 중심형 거래가 활성화되었기 때
문이다 (최형림, 2003).
Ⅲ. 제 3 장 모바일 E-마켓플레이스에 관한 고찰
3.1. e-마켓플레이스 환경변화
e-마켓플레이스의 전반적인 흐름은 공개 및 공유형 마켓플레이스이다. 웹의 기본 성격인 개방성을 전제로 누구나 접근이 가
능하며, 다수의 참여를 통해 효과적인 전자시장을 형성하고 공급자와 수요자를 낮은 비용으로 유입시켜 능동적 상호작용으
로 구매과정과 부가 서비스 운용의 자동화되어 수행됨으로서 가치를 창출하는 것이 이상적인 e-마켓플레이스의 형태이다 (
Evans & Schmalensee, 2006). <그림 2>은 1990년부터 2010년까지 B2B e-마켓플레이스가 어떻게 발전해 가는지
보여준다.
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스마트폰 또는 스마트기기로 대변되는 모바일의 주요한 특성으로 이동성(Mobility), 즉시성(Instantaneity), 개인화(Per
sonalization)의 세 가지를 꼽을 수 있다 (이보경, 2013). 이 세 가지 특성은 전자상거래 환경에 직접적인 영향을 주게 되며
수요자의 이용패턴과 사용자 경험에도 변화를 가져오게 한다. 사용자는 원하는 시점에서 즉시적으로 상거래를 수행하고 공
급자와의 커뮤니케이션도 실시간 소통할 수 있다. 장소와 시간에 상관없이 상거래를 할 수 있으며 개인 맞춤형 서비스를 경
험하게 된다 (전진수 & 박남제, 2015).
3.2. 농산물 모바일 e-마켓플레이스의 개요
우리나라 친환경유통시장의 경우 친환경농산물의 생산과 수요 증가로 다양한 유통경로가 혼재하고 있으며, 친환경농산물
의 차별화로 인해 생산과 유통이 밀접하게 제휴하면서 다양한 형태의 판매망이 형성되고 있다. 판매 방법의 형태는 생산자와
소비자가 직거래하는 형태, 생산자 조직과 소비자 조직을 통하여 소비자와 거래되는 형태와 생산자에게 전문유통업체(도매
단계)를 거쳐 백화점, 대형할인점, 전문판매점, 온라인 쇼핑몰 등 소매 단계를 통해 소비자와 거래하는 형태 등으로 나타나
고 있다 (전오성, 2011). 이러한 거래를 기존의 농산물 거래 형태로 정의할 수 있다면, 최근 주목할 점은 모바일의 이동성,
즉시성, 개인화 등의 특성이 기존 농산물 커머스 시장의 패러다임을 변화시키고 있다는 것이다 (이보경 등, 2013). 이렇듯
모바일 시장은 상거래 시장을 변화시키고 있으며 스마트폰은 지속적으로 변화하는 농산물 유통환경에 적응해 정확한 정보를
정확한 시점과 양식으로 전달해 주는 역할을 한다. 따라서 친환경 농산물의 판매 활성화를 통한 매출 증진뿐 아니라 이용자
입장의 효율적인 시스템 구축이 가능해지고 있다. 최근 모바일 앱을 이용 하는 등 모바일 거래의 비중이 커지고 있다 (김연순
, 2014).
3.3 농산물 모바일 e-마켓플레이스 플랫폼 이해
최근 농산물 거래는 인터넷 사용자의 급속한 증가와 무선인터넷 등 모바일 기술의 발달로 전통적인 대면거래에서 가상공
간상의 표본거래나 통명거래(通名去來)로 전환되고 있으며, 점차 전자상거래는 활성화되고 있다. 한편 소비자들의 소득증
가와 소비성향 변화에 따른 농산물 소비 형태는 ‘간편화’, ‘건강지향성’, ‘다양화’, ‘고급화’ 경향으로 나타나고 있어 점차 전
자상거래는 활성화되고 있다 (옥영석, 2007).
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농산물의 모바일 e-마켓플레이스 플랫폼을 통해 거래할 경우 다양한 이점이 발생할 것으로 예상되는데 다음의 개념을 통
해 그 장점들을 유추해 보았다. e-마켓플레이스는 ‘B2B 거래의 한 종류로서 인터넷상에서 불특정 다수의 공급자와 수요자
(N:N)간 비즈니스 거래를 유발시켜 주는 가상의 시장’으로서 전 세계적으로 특정 산업에 한정된 수직적인(Vertical) e-M
arketplace와 특정 산업과 관계없는 수평적인(Horizontal) e-Marketplace형태로 발전되고 있다 (홍성민, 2000).
모바일 기술을 기반으로 하는 e-마켓플레이스 플랫폼은 전자상거래 시장을 변화시키고 있으며, 대표적인 모바일기기인
스마트폰은 지속적으로 변화하는 농산물 유통환경에 적응해 정확한 정보를 정확한 시점과 양식으로 전달해 주는 역할을 하
고 있다. 이러한 실시간성 모바일 환경은 농산물의 판매 활성화를 통한 매출 증진뿐 아니라 사용자의 효율적인 플랫폼 이용을
위한 시스템 구축을 가능하게 하여 보다 편리한 현장형 컴퓨팅 및 업무 수행 환경의 제공을 가능하게 한다 (김연순, 2014.0
6).
Ⅳ. 모바일 E-마켓플레이스 플랫폼 설계
4.1. 아키텍처 설계
스마트폰과 같은 모바일기기에 e-마켓플레이스 플랫폼을 적용하기 위해서는 하드웨어와 소프트웨어 그리고 사용 환경
등 다양한 조건을 감안하여야 한다.
<그림 5>은 모바일 디바이스의 특징과 아키텍처의 유도관계를 나타낸 것으로 모바일 하드웨어의 ‘실시간성’ 특성은 아키
텍처의 ‘실시간 상황 적응성’과 ‘이동성과 관련된 신뢰성’에 가장 많은 영향을 준다 (정경진 등, 2012).
본 연구에서 계획하여 구축될 전자상거래 플랫폼은 농장의 현장에서 주된 업무가 이루어지는 농업인과 스마트폰을 통해
농식품을 선택하여 구입하는 소비자의 실시간성 구매 특성을 개발의 중심 조건으로 하고 있다. 플랫폼 개발의 목적은 공급자
와 수요자의 컴퓨팅 환경을 고려한 실시간 사용과 관리를 위한 편리한 환경의 제공하는 것으로 한다. 이에 “모바일 융합형 실
시간성 유통 플랫폼(Mobile convergence real-time distribution platform, MCRDP)”의 개발 개념을 “MCRDP
”로 지칭한다. ‘MCRDP’ 환경과 목적에 최적화된 UI를 설계하여 모바일기기에서 효과적으로 구동되는 e-마켓플레이스
플랫폼 애플리케이션을 구축하여 농산물 상품 선택 및 구매 과정과 상품 커뮤니케이션이 가능한 편리한 사용자 환경을 제공
한다.
4.2. 시스템 설계
88
MCRDP 플랫폼의 시스템은 공급자와 수요자의 모바일기기에서 효과적으로 구동되는 모바일 e-마켓플레이스
플랫폼 애플리케이션으로 소비자가 모바일을 통해 농산물 상품 선택 및 구매 과정과 상품 커뮤니케이션이 가
능한 편리한 사용자 환경을 제공한다. 이어 생산자는 스마트폰의 모바일 환경에서 회원, 주문, 배송, 문의, 구매
관리를 바로 확인하고 설정하도록 모바일 관리자 환경을 제공한다.
농업인들이 작업 현장에서 경작이나 업무의 진행과 같이 특정한 때나 장소에 구애받지 않고 편리하게 수익 창
출 및 매출 증대가 이루어지도록 하는 것을 이 시스템의 근본 목적으로 한다. 아래 <그림 7>는 시스템 설계에 대
한 개념도로 공급자, 수요자, 커뮤니티, 관리자단의 시스템들이 유기적으로 연동하여 구동된다.
V. 모바일 직거래 유통 플랫폼 개발
5.1. 인터페이스 개발
농산물 직거래를 위한 MCRDP를 개발하기 위해서는 특정 조건을 고려하여야 한다. 주요 조건으로는 첫 번째로 모바일 환
경의 적용이다. 플랫폼이 구동되는 운영체계(Operating System)가 구글의 OS인 안드로이드임을 감안하여 모바일 하드
웨어와 소프트웨어에 맞는 개발 언어를 사용해야 한다. 개방형 리눅스 커널을 기반으로 하는 안드로이드는 모바일 소프트웨
어를 다양한 하드웨어에 적용하여 개발하는 것이 용의하다 (조은숙, 2014). 두 번째로 유저 인터페이스와 정보 입력방법의
고려이다. 모바일 기반으로 구현된 인터페이스의 조작은 터치스크린 인터페이스를 기반으로 한 손가락 사용과 사용자 경험
디자인에 기초하여야 한다 (박기창, 2013). 세 번째로 모바일 기기에 맞는 유저 인터페이스의 시각화 구현이다. 데스크톱
컴퓨터와 사용 환경이 다른 스마트폰 환경을 감안하여 작은 모바일 화면에서도 원활하게 인식되는 그래픽 유저 인터페이스
의 적용으로 높은 수준의 사용성을 전달해야 한다.
5.2. MCRDP 시스템 개발
MCRDP 플랫폼은 크게 세 가지의 시스템이 유기적으로 연동되는 형태로 사용자의 목적에 따라 수요자 관련 시스템, 공급
자 관련 시스템, 관리자 관련 시스템으로 정의 된다.
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<그림 9>은 클라이언트 애플리케이션의 시스템을 도식화 한 것으로 각 모듈 간 상호작용의 관계를 나타낸 시스템 구성도
이다. 모바일 기기는 자유로운 이동성과 자원의 제약성, 실시간성, 상황인지기능, 무선네트워크의 사용, 대규모 모바일 컴
퓨팅 지원이라는 특성을 가지고 있다. 이러한 요인으로 인해 실시간 상황 적응성, 성능의 최적화, 이동성과 관련된 신뢰성,
자원 소비의 최소화, 복잡도가 높은 기능성을 요구하게 되며, 이러한 조건들의 시스템 개발 간에 충분히 검증하여 적용이 요
구된다 (김경진 등, 2012).
5.3. 사용성 평가
본 사용성 평가는 농업인 및 일반사용자를 대상으로 Satisfaction, Usefulness, Effectiveness, Supportiveness의
항목을 기준으로 17개 문항을 통해 진행되었다 (김성희 등, 2007). 제시한 평가 기준과 문항을 이용하여 생산자(26), 소비
자(21), 전문가(8)로 테스트를 진행하였으며, 평가 문항 구성의 세부사항은 다음과 같다.
항목 평가기준 문제 문항
Satisfaction Visibility of
system
status
1. 적당한 시간 이상의 지연에 대한 기능을 적절하게 이용자 관점
으로 제시해 주고 있는가?
2. 아이콘, 이미지, 서체 등의 현재 상태에 대한 기능이 사용자가 편
리하게 사용할 수 있는 위치와 크기로 구성되어 있는가?
3. 사용자의 현재 위치에 대한 정보를 정확하게 표시하고 있는가?
Usefulness
Flexibility
and
efficiency of
use
4. 시스템이 모든 사용자를 대상으로 간편하고 유용성 있도록 디
자인 되었는가?
5. 구비된 검색기능이 정보를 찾는데 있어 유용성과 효율성을 제
공하며, 결과는 정확하게 정돈하여 표시하는가?
Effectiveness Search
6. 정확하고 적절한 검색결과를 제공하고 있는가?
7. 상품 및 관련 정보의 검색이 용의하며, 결과 내 상세 검색 기능이
정확하게 역할을 하고 있는가?
8. 검색결과 이동을 대한 시각화된 그래픽의 사용이 용의한가?
9. 검색의 결과를 일정한 기준으로 정렬하여 제공하는가?
Structure & 10. 각 페이지는 시각적으로 정리되어 있는가?
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Navigation 11. 내용을 이해하는데 물리적인 문제는 없는가?
12. 구조/내비게이션/레이아웃/환경요소들이 사용자가 이해하기
에 간결한가?
13. 내비게이션의 표현방식(아이콘, 버튼, 텍스트)은 적절한가?
Supportiveness
Load Time 14. 요청 정보의 도출 시간이 사용자로 하여금 만족도를 부여하는가
?
Accessibility
15. 사용자가 기억하지 않더라도 이전의 검색결과(상품 등 관련 정
보)를 다시 이용할 수 있는 기능을 제공하고 있는가?
16. 사용자가 플랫폼의 맥락과 구조를 이해할 수 있는 기능이 이용자
로 하여금 이해하기 쉽게 제시되고 있는가?
17. 조작 실수 및 입력 규칙에 맞지 않는 검색을 실행하여 결과를 없을
수 없을 때 재시도에 대한 안내기능 제공여부와 이에 대한 기
능이 이용자로 하여금 만족도를 주는가?
출처 : 김성희 등, 2007
제시한 문항을 통해 MCRDP의 사용성을 평가하여 결과를 도출하였다. <표 5>는 생산자, 소비자, 전문가 평가기준별 문
항의 결과를 비교한 표이다. 평과 결과 MCRDP의 사용성은 세 그룹의 전체 평균점이 4점 이상으로 무난한 수준에서 평가되
었다. Search의 7번, 8번, 9번 문항은 모두 4.2점 이상 평가되어 검색 관련 기능의 사용성이 높은 것으로 확인되었다. Stru
cture & Navigation의 12, 13번 문항도 4.2이상으로 평가되었으며, 이는 어플리케이션의 구조와 메뉴항목 등이 우수한
수준으로 구현된 것으로 분석된다. 특히 Load Time의 14번 문항은 4.4로 매우 쾌적한 사용환경이 구현되었음을 증명하였
다.
항목 평가기준 문항번호 평균점수
영역별 평균점수 생산자 소비자 전문가
Satisfaction Visibility of system
status
1. 4.1 3.9 4.1 4.0
2. 4.0 4.1 4.3 4.1
3. 4.2 3.9 4.0 4.0
Usefulness Flexibility and
efficiency of use
4. 4.2 3.7 3.8 3.9
5. 4.0 4.0 4.4 4.1
Effectiveness
Search
6. 4.1 4.1 3.9 4.0
7. 4.1 4.1 4.4 4.2
8. 4.1 4.0 4.5 4.2
9. 4.5 4.3 4.1 4.3
Structure &
Navigation
10. 4.1 3.9 3.9 4.0
11. 3.9 3.9 3.9 3.9
12. 4.1 4.0 4.4 4.2
13. 4.1 4.0 4.4 4.2
Supportiveness
Load Time 14. 4.3 4.5 4.3 4.4
Accessibility
15. 4.1 3.6 4.3 4.0
16. 3.9 4.1 4.4 4.1
17. 4.3 3.9 4.0 4.1
계 4.1 4.0 4.2 4.1
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점수(백분율) 82.8% 80.6% 83.2%
평가 결과를 연령별로 확인하였을 때 고령으로 갈수록 사용성의 평가 점수가 낮아지는 것을 확인하였으며, 이는 스마트기
기의 조작이 미숙하고 소프트웨어의 이해가 낮은 결과로 해석할 수 있다. 30-50대의 생산자와 소비자 연령별 평가 점수를
비교해보면 소비자에 비해 생산자의 평가가 높은 것을 확인할 수 있는데, 이러한 결과의 바탕에는 본 연구가 생산자의 모바일
을 통한 직거래 환경 구축에 초점이 맞추어져 기존 플랫폼과 차별화가 이루어져 높게 평가되었으나, 소비자의 경우 기존의 전
자상거래 사용 환경 및 경험에 맞추어져 개발됨에 따라 일반화된 기능에 대한 평가로 구매 기능의 차별화를 위한 보완이 필요
한 것으로 확인되었다. 현대의 고령인구도 스마트폰을 통해 메신저나 SNS 등의 서비스를 이용하면서 비교적 모바일 환경에
대한 이해와 숙달의 정도가 일정 수준에 도달하고 있는 것으로 확인되었으며, 평가의 결과도 연령에 비해서는 높은 점수의
결과를 보이고 있다. 50-60대의 고령층도 적절한 사용자 환경과 가이드를 제공하고 필요 시 교육을 병행하면 MCRDP를 통
한 직거래가 가능할 것으로 판단된다.
ⅤI. 결 론
본 연구의 주제인 ‘모바일 융합형 실시간성 유통 플랫폼 설계 및 개발에 관한 연구’의 전 과정에서 현장에서 어렵게 농업에 종
사하는 농민의 입장에서 온라인의 직거래를 효과적으로 병행하고 매출을 올리는 방안의 고찰이 되고자 노력하였으며, 연구
의 주요한 결과는 다음과 같다.
첫 번째 농업인의 온라인 전자상거래 플랫폼을 이용한 직거래 실태를 파악하고 문제점을 확인하였다. 확인된 문제점을 통해
경작과 온라인 판매의 원활한 병행을 위한 모바일 직거래 플랫폼의 개발이 필요함을 인지하였다.
두 번째 농업인이 오프라인의 생산과 온라인의 판로 개척을 효율적으로 수행할 수 있는 모바일 e-마켓플레이스
플랫폼의 적립된 개념과 분석 자료를 기반으로 개발을 위한 설계를 진행하였다. 설계의 과정을 통해 유통 플랫
폼 제공자, 농산물 판매자, 소비자가 모두가 편리하게 이용하는 모바일 직거래 플랫폼인 ‘모바일 융합형 실시간
성 유통 플랫폼 (Mobile convergence real-time distribution platform, MCRDP)’의 명칭의 모바일 e-마켓
플레이스 유통플랫폼의 설계가 진행되었다.
세 번째 ‘MCRDP’의 설계를 기반으로 초기 버전인 프로토타입의 개발이 진행되었다. 본 연구에서는 농업인(생
산자)에게 적합한 사용자 환경의 구현이 주요한 목표로 계획 단계부터 높은 비중으로 기획과 설계를 진행하고
테스트와 검증을 통해 연구의 목표에 부합하는 결과를 도출하였다. 사용성 검증의 결과는 우수한 것으로 확인
되었으나, 문제점 또한 발견되어 연구 개발의 다음 프로세스를 통해 순차적으로 반영되었다.
연구를 통해 개발한 MCRDP는 농업인들이 직면한 농산물 유통의 문제를 해결하여 오프라인 생산과 온라인 판
매를 병행하여 수행할 수 있도록 하는 혁신적 플랫폼을 제안함으로서 농업경제의 불확실성을 일정부분 해소할
수 있을 것으로 기대한다. 본 연구에 의해 경쟁력 제고를 원하는 농업인의 문제를 모두 해결할 수는 없으나 관련
기술자와 사회의 관심 및 지원으로 의미있는 미래를 계획할 수 있는 토대가 되기를 바라며 본 연구의 결론을 마
친다.
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ies, International Journal of Electronic Commerce, 1997.
[18] David King, Jae Lee, Merrill Warkentin, H. Michael Chung, "Electronic commerce : A Manageri
al Perspective 2002", 2002.
[19] Evans, D.S., Hagiu, A., & Schmalensee, R, “Invisible engines : How software platforms deive in
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novation and transform industries”, Cambridge, MA : The MIT Press, 2006.
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컴포넌트기반 마인드맵을 활용한
임베디드 다중 LED 전광판 시스템
Using component-based mind maps
Embedded Multi LED Display Board System
Kim, Eui-Ryong*, Kim, Young-Gon**
Abstract
In order to express various doctors in real time in industrial field and outdoor advertisement, we int
end to implement image processing based image conversion output LED display board system. In re
cent years, the importance of intuitive communication using images rather than expressions of simpl
e sentences has increased. Therefore, there is a demand for a system capable of outputting real-tim
e information rather than simply outputting input information for communication. To solve this probl
em, the system is designed to solve the problem of mapping the image to the LED display board whi
ch can not output various images and to convert the image into a form capable of outputting images,
Respectively. Therefore, in this paper, it is possible to output various stored images differently fro
m the existing electric signboard by storing the component based image image using the reusable m
ind map. By managing the processing of characters and images to be outputted by the server, We pr
opose a system that focuses on reducing the load on the system.
Key Words :
Component, Mind Map, Otsu algorithm, Wi-Fi, LED Display
95
96
Digital Business
Session Chair: Dr. Joohan Ryoo
1. A STUDY ON QUALITY THAT IMPACT CUSTOMER
SATISFACTION AND REPURCHASE INTENTIONS IN MOBILE
COMMERCE
Gyeong Won Park
2. EXAMINING REPURCHASING INTENTION IN INTERNET
SHOPPING: CASES OF KOREAN CONSUMERS
Changsu Kim, Joohan Ryoo
3. GAME FAIRY TALE BOOK CREATION AND DESIGN
Woo-Hyun Park
4. CASH BATTLE GAME WITH IMMERSION USING AR
Woo-Hyun Park
Presentation Session 3-1
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모바일 커머스에서 고객만족과 재구매의도에
영향을 미치는 품질에 관한 연구
박경원
영남대학교 대학원 경영정보관리전공, [email protected]
A Study on Quality that Impact Customer
Satisfaction and Repurchase Intentions in Mobile
Commerce
Park, Gyeong Won
Yeungnam University, Graduate School, Department of Management Informatoion System
Abstract
This study has empirically analyzed the impact of mobile commerce qualities on customer satisfacti
on as well as customers' repurchase intention. In addition, the moderating effect analysis was condu
cted in order to determine how different levels of quality impact on customer satisfaction in accorda
nce with the level of mobile familiarity. According to the results of the research, 'instant connectivit
y' and 'contextual offers' in system qualities, 'formation' in information qualities and 'transaction pro
cessing accuracy' in service qualities has a significant influence on customer satisfaction and repur
chase intention. However, it was shown that 'recentness' in information qualities and 'ease of use' in
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service qualities did not have a significant influence on customer satisfaction and repurchase inten
tion. As for the moderating effect of mobile familiarity, research showed that 'instant connectivity',
'contextual offers' and 'ease of use' has a moderating effect on customer satisfaction.
Keywords: mobile commerce, mobile commerce quality, customer satisfaction,
mobile familiarity
제1장 서 론
1.1 연구의 배경 및 목적
근래 정보기술(IT)의 급속한 발전과 더불어 스마트폰이라는 새로운 모바일 융합기기의 등장으로 인하여 비즈
니스 모형의 새로운 플랫폼들이 다양히 나타나고 있어 점차 기존 비즈니스의 모형이 바뀌고 있는 실정이다. 통계
청에 의하면 온라인쇼핑 거래 액 중 모바일 쇼핑 거래액은 2조 6,967억 원으로 전체 온라인 쇼핑 비중의 52.1%
를 차지했다[1]. 모바일 커머스는 장소와 시간이 상이한 환경에서 판매자와 구매자간의 직접적인 대면이 없이 거
래가 이루어진다. 따라서 소비자들은 거래상품의 구매에 대한 금전적 위험을 높게 지각하고 있으며, 또한 거래이
행의 불확실성에 관한 심리적 부담 역시 높은 상황이다[2]. 그리고 모바일 커머스는 낮은 시장 진입장벽의 특성으
로 인해 능력과 품질이 증명되지 않은 수많은 업체들이 등장하면서 분쟁과 피해사례가 빈번히 발생하고 있다. 이
는 모바일 커머스에서 상품이나 서비스의 구매자에게는 물론 모바일 커머스 운영업체에게도 부정적인 영향을 주
어 장기적으로 모바일 커머스 시장의 성장을 위협하는 요인이 되고 있다[3]. 따라서 모바일 커머스 운영업체 입
장에서는 고객의 불만을 최소화하고 고객의 만족을 극대화하는 것이 생존의 중요한 문제로 부상하게 되었다[4].
기업의 마케팅활동은 고객만족을 통해 성과를 달성하는 것이지만, 고객은 기업의 전략이나 철학으로부터 만족
을 느끼기보다는 상품이나 서비스의 품질을 더 중요하게 생각할 것이므로 품질의 매개효과는 중요하게 논의될
필요가 있으며, 시장이 수요자 중심으로 이동한 상황에 대비하여 모바일 커머스의 품질과 고객만족간의 관계를
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실증 연구를 통해 검증할 필요성이 제기되었다[5].
본 연구는 선행연구와 IS성공모델을 연구적 기반으로 하여 모바일 커머스를 경험한 고객들을 대상으로 고객만
족에 유의한 영향을 미치는 품질요인을 실증적으로 분석하는 것이다. 부수적으로 모바일 친숙도에 따른 품질과
고객만족간 조절효과를 분석하여 차별화된 전략수립에 시사점을 제공하는 목적이 있다.
제2장 이론적 배경 및 가설
2.1 모바일 커머스의 정의
용어상으로는 Mobile Commerce, M-commerce, Mobile Electronic Commerce, Wireless Electronic C
ommerce 등이 혼용되고 있으며 본 연구에서는 모바일 커머스(mobile commerce)라는 용어로 통일하여 사용
한다. 이와 같이 모바일 커머스(Mobile Commerce)라는 용어에 대해 연구자들은 여러 가지 정의를 내리고 있는
데 이를 정리하면 <표 2-1>과 같다.
연구자 정의
Siau, et al.(2001) 유선전자상거래 기술이나 무선 통신 네트워크를 이용하는 모바일기기를 통해 수행되는
새로운 형태의 전자상거래
김시복(2002) 단말기의 무선 통신 네트워크를 통해 이루어지는 금전적 가치가 있는 거래
이연수(2002) 이동전화, PDA 등을 이용하여 디지털 콘텐츠나 상품, 서비스를 판매하는 활동
이은경(2002) 휴대폰이나 PDA같은 이동통신 단말기를 통해 시간과 장소에 구애받지 않고 제품을 구
매하기 위해 쇼핑, 경매서비스를 이용하는 것
이미진(2012) 휴대 가능한 스마트기기를 이용하여 언제 어디서나 제품정보 서비스를 얻거나 구매하는
것
김규동 외(2013) 모바일 네트워크를 이용해 수행되는 모든 형태의 금전적 가치가 있는 거래
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강산(2013) 휴대 가능한 스마트기기를 이용하여 무선 인터넷에 접속해 제품에 관한 정보를 수집하
거나 구매하는 것
홍세빈(2013) 휴대폰이나 스마트기기 등 무선인터넷이 가능한 단말기를 이용하여 시간과 장소에 구애
받지 않고 제품을 구매하거나 예약하는 것
Frolick & Chen(2004) 무선 형태의 인터넷 상거래
Katie Hafner(2000) 이동전화나 휴대단말기기를 이용한 지불처리
Leung & Antypas(2001) 모바일 기기를 통한 상품의 배송 및 거래
Lyttinen & Yoo(2002) 휴대용 단말기를 통해 상품의 배송 및 거래 서비스가 포함된 일반적인 유통 서비스를 제
공하는 것
Mennecke et al(2002) 단순히 무선 형태로서의 전자 상거래
2.2 모바일 커머스의 품질
모바일 커머스는 정보시스템에 기반하여 운영되는 비즈니스 모델이기 때문에 정보시스템의 품질에 대하여 살
펴보고 모바일 커머스의 품질에 대하여 살펴보았다.
2.2.1 정보시스템의 품질에 대한 이해
정보시스템에 관련된 가장 대표적인 모형으로 DeLone & McLean(1992)의 IS성공모델을 들 수 있다. DeLon
e & McLean(1992)[6]은 정보시스템의 품질에 관하여 정보품질(Information Quality)과 시스템품질(System Q
uality) 요인을 주요 속성으로 제안하였다. 한편, Pitt et al.(1995)[7]에서는 그 동안의 정보시스템 효과 측정이
정보시스템 자체에만(기술적) 대하여 이루어져 왔다고 지적을 하고 있다. 또한 정보시스템 품질이 시스템과 정보
품질 이외에도 정보시스템 부서가 서비스 제공자임을 간과하고 있다고 하면서 정보시스템 부서의 서비스 품질
도 사용의도와 사용자 만족에 영향을 미치는 요인으로 볼 수 있다고 하고 있다. 그 후 DeLone & McLean(2003)
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[8]에서는 1992년에 IS성공 모델을 발표한 후 제기되는 여러 가지 한계점을 보완하고, 인터넷 기술의 확산에 따
라 정보시스템 품질을 인터넷 환경에 맞게 수정하여 서비스 품질(Service Quality)을 추가한 평가 모형을 제시하
였다.
정보시스템의 품질 요인으로 정보 품질, 시스템 품질, 서비스 품질이 사용자의 사용 의도(Intention to Use)와
사용(Use), 사용자 만족(User Satisfaction)에 영향을 미치며 나아가 개인 영향과 조직 영향을 통합한 순효과 혹
은 순 이익(net benefits)으로 발전하여 기업에 성과를 가져다주는 정보시스템 품질 요인으로 적절하게 설명을
하고 있다(<그림 2-1> 참조).
2.2.2 모바일 커머스 품질
모바일 커머스도 인터넷 환경에서의 쇼핑몰 사이트, 전자상거래의 개념들을 포함한다고 할 수 있을 것이다.[9]
Jahng et al(2000)[10]도 전자상거래시스템을 정보시스템의 하나라고 주장하고 있는데, 따라서 모바일 커머스
도 인터넷 기술을 기반으로 하고 있어 정보시스템의 하나로 볼 수 있다고 주장하고 있다. 따라서 모바일 커머스의
품질은 정보시스템의 품질 속성을 모두 포함하고 있는 것으로서 기술적, 기능적인 면에서 소비자들에 의해 다양
하게 평가 될 수 있으며 고객만족에도 영향을 미칠 것으로 보인다. 본 연구에서는 모바일 커머스의 품질을 기존
정보시스템 연구에서 제시된 품질, 즉 시스템 품질, 정보 품질, 그리고 서비스 품질로 구분하여 살펴보았다.
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1) 시스템 품질 (System Quality)
이태민(2003)[11]은 모바일 환경의 특성을 휴대성(portability)의 개념을 포함하는 이동성(mobility)과 편재성
(ubiquity)을 통합한 의미인 유비쿼터스 접속성(ubiquitous connectivity)로 정의하였고, 사용자 개개인의 위치
를 실시간으로 파악할 수 있는 개인 식별성과 위치 확인성을 상황기반 제공성(contextual offer)으로 정의하였
다. 본 연구에서는 모바일 커머스의 시스템 품질을 측정하는 속성으로 즉시 접속성과 상황기반 제공성을 선정하
여 분석하였다.
가. 즉시 접속성(Instant Connectivity)
즉시 접속성은 빠른 시간 내에 필요한 정보를 탐색할 수 있는 속성으로 시간이나 장소에 상관없이 자신이 필요
할 때 모바일 단말기로 시스템에 접속해 필요한 자료를 검색하거나 업무를 수행하는 것을 말한다(Durlanher, 2
003[12]; 지영수, 2016[13]). 이러한 즉시 접속성을 이용한 연구에는 Kannan et al(1993)[14]이 즉시 접속성을
사용자들이 원하는 정보에 쉽게 접근할 수 있는 정도로 보고 그 과정에 정보 획득에 대해 이용의 편리함을 느끼면
결국에는 해당 시스템에 대하여 유용성을 지각하게 된다고 주장하였다. 또한 즉시 접속성은 지각된 가치 및 모바
일 인터넷 사용에 긍정적인 영향을 미치고 지각된 가치는 행동의도에 영향을 미친다는 연구도 있었다(김호영 외,
2002)[15]. 따라서 본 연구에서는 모바일 커머스에서 즉시 접속성이 고객만족에 정(+)의 영향을 미칠 것으로 가
정하여 다음과 같은 가설을 설정하였다.
가설 1-1 : 즉시 접속성은 고객만족에 정(+)의 영향을 줄 것이다.
나. 상황기반 제공성 (Contextual Offer)
상황기반 제공성이란 위치 확인성을 포함하여 모바일 서비스에 접속할 때 개인 식별정보와 개인의 배경, 선호
사항 등과 같은 정보를 고려하고, 사용자 위치 및 서비스 접속 시간 등의 정보를 종합적으로 고려하여 소비자에게
최적의 정보를 제공하는 것이다(배준식, 2014)[16]. 모바일 커머스의 상황기반 제공성은 모바일 서비스를 이용
하는 고객에게 가장 효과적인 최적의 정보와 서비스를 제공함으로써 고객만족을 향상시키는데 영향을 미칠 것으
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로 예상된다. 이와 같이 모바일 기기를 이용해 고객이 처한 상황에 적합한 상품과 서비스를 제공받을 수 있기 때
문에 고객은 모바일 커머스 서비스를 유용하게 생각하고 만족할 것이다. 따라서 본 연구에서는 상황기반 제공성
이 고객만족에 정(+)의 영향을 미칠 것이라는 가정하여 다음과 같은 가설을 설정하였다.
가설 1-2 : 상황기반 제공성은 고객만족에 정(+)의 영향을 줄 것이다.
2) 정보 품질(Information Quality)
선행연구에서 소비자에게 적합한 정보를 바로 활용할 수 있게 제공하는 경우 소비자의 잠재의식 속에 내재되
어 있던 구매욕구가 활성화되기 때문에 모바일 상거래 수용의도에 직접적으로 영향을 미친다는 것을 밝혔다(이
태민, 전종근, 2004). 아울러 모바일의 즉시 접속성의 특성상 장소와 시간에 관계없이 언제나 서비스를 이용할 수
있음으로 인하여 소비자들은 다양한 상품과 서비스에 대해 항상 최신의 정보를 요구하는 경향이 있다(이석원, 2
013)[17]. 이러한 배경 하에 본 연구에서는 정보품질의 측정 속성으로 형식성, 최신성을 선정하여 분석하였다.
가. 형식성(Formation)
형식성이란 제공된 정보가 쉽고 즉시 활용할 수 있는 형태의 것으로 가공되어 있거나 갱신되어 있는 형태로 제
공되고 있는가를 뜻한다. Chae et al(2002)[18]은 모바일에서의 정보는 상대적으로 더 작은 화면을 통해 전해지
기 때문에, 기다리는 시간이 최소화 되게 정보가 즉시 활용할 수 있는 형태로 전달하는 것이 중요하다고 주장하였
다. 이재영, 김승인(2010)은 소비자는 모바일 서비스가 제공하는 정보 중 자신에게 필요하지 않는 정보는 관심을
갖지 않기 때문에 수많은 정보 중 필요한 정보를 탐색하는 데 불편을 느끼며, 필요 정보를 간단히 검색하여 활용
할 수 있는 최적화된 서비스가 필요하다고 주장하였다. 따라서 본 연구에서는 형식성이 고객만족에 정(+)의 영향
을 미칠 것으로 가정하여 다음과 같은 가설을 설정하였다.
가설 2-1 : 형식성은 고객만족에 정(+)의 영향을 줄 것이다.
나. 최신성(Recentness)
정보의 최신성은 최신 정보의 내용과 정보 업데이트가 신속하게 이루어지는 정도와 최신의 내용이 제공되는지
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여부를 의미한다고 하였다(오창규, 2007)[19].
모바일 커머스는 다양한 제품이 출시되고 제품의 주기가 짧아지면서 최신 정보를 빠르게 전달하는 것이 중요
하게 되었다. 최신제품에 대해 소비자들이 궁금해 하고 호기심을 가지고 있을 때 구매의도를 자극하고 구매의사
가 결정되도록 해야 한다. 소비자에게 정보가 필요한 시기에 관련 정보를 제공해주는 것은 무척이나 중요하다. 신
제품을 출시하고 한참이 지난 정보는 소비자들이 관심 있게 보기는 어렵다. 즉, 시기에 맞게 정보가 제공되지 못
하면 정보는 아무런 의미가 없기 때문이다.
이상문(2007)[20]은 정보는 시간의 효율성이 확보되어야 하고 시간의 효율성을 상실하게 되면 정보는 정보로
서의 가치가 사라져 버린다고 하였다. 위와 같이 최신의 정보 일수록 정보가 의도하는 방향으로 소비자의 태도를
변화시킬 수 있으며, 수신자 역시 가장 최신의 정보에 관심을 기울이고 그것을 받아들이려는 경향이 있다고 보고
, 모바일 커머스가 제공하는 상품정보의 최신성이 소비자태도에 유의한 영향을 미칠 것이다. 따라서 본 연구에서
는 최신성이 고객만족에 정(+)의 영향을 미칠 것으로 가정하여 다음과 같은 가설을 설정하였다.
가설 2-2 : 최신성은 고객만족에 정(+)의 영향을 줄 것이다.
3) 서비스 품질(Service Quality)
다양한 모바일 커머스가 등장하면서 고객들이 웹상에서 사이트를 직접 검색하여 접속하는 경우가 많으므로 여
러 가지 검색엔진을 노출시켜 방문자를 유도하는 차별성이 부각되고 있다(이은경, 2009). 또한 모바일 커머스에
서의 서비스는 주로 고객과 서비스 직원이 접촉(encounter)할 때 주로 발생하게 되며, Jarvenppa and Todd(1
997)[21]는 인터넷 쇼핑물의 성공요인으로 물류서비스 품질의 중요성을 언급하였는데, 주문에 대한 신속한 처리
능력, 고객 문의사항에 대한 신속한 응답능력을 강조하였다. 본 연구에서는 고객이 모바일 커머스 사이트에 얼마
나 쉽게 접근가능한가, 그리고 사이트 내에서 이용은 얼마나 편리한 가 등에 대한 정도인 이용 용이성과 고객과의
접점에서 이루어지는 활동, 즉 주문의 정확성, 배송의 신속성, 반품처리의 편리성 등의 정도를 거래처리 정확성
으로 정의하여 서비스 품질 측정 속성으로 선정하여 분석하였다.
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가. 이용 용이성(Ease of use)
Zeithaml, Parasuraman & Malhotra(2000)[22]과 Cox & Dale(2001)[23]은 고객이 웹상에서 쉽게 특정 웹
사이트를 발견하고 접속할 수 있어야 하며 웹사이트 상의 필요한 정보에 접속하고 다운로드하는데 소요되는 시
간의 정도를 의미한다고 하였다. 예를 들어, 검색용이성을 높이기 위해서는 도움말 기능이나 검색엔진 등과 같은
기능이 제공되어야 하며, 정확한 기술적인 기능, 링크의 정확성, 정확한 최신의 정보 제공을 필요로 한다. 김영환
과 최수일(2009)[24]은 IPTV 사용자들을 대상으로 이용 용이성 등 5개 변수 간이 관계를 조사하여 이용 용이성이
고객만족에 강한 영향을 미친다고 설명하였다. Arbaugh & Duray(2002)[25]는 사이버 교육을 활용하는 대학원
생을 대상으로 연구한 결과, 시스템에 대한 지각된 이용 용이성이 만족도에 유의한 영향을 준다고 하였다. 따라서
본 연구에서는 이용 용이성이 고객만족에 정(+)의 영향을 미칠 것으로 가정하여 다음과 같은 가설을 설정하였다
.
가설 3-1 : 이용 용이성은 고객만족에 정(+)의 영향을 줄 것이다.
나. 거래처리 정확성(Transaction processing accuracy)
모바일 커머스에서 고객접점의 활동은 서비스의 특성상 인적자원의 관여 및 의존도가 매우 높고, 특히 활동의
결과에 따라 서비스 품질과 서비스 성과에 미치는 영향이 크므로 고객 접점에서 활동하는 업무는 매우 중요하다(
조성욱, 2012). 모바일 상거래와 관련하여 주문과정과 관련한 서비스 만족여부는 고객의 지속적인 재이용과 관련
하여 중요한 요소로 여겨진다. 모바일 커머스의 다양한 정보 중, 주문과 관련하여 제공되는 정보, 즉 주문절차, 결
제방법, 취소 및 반품방법, 주문 변경절차 등에 대한 제공 정보의 품질은 고객이 구매를 하는 데 중요한 요인이 될
것이다(오민근, 2016)[26]. 따라서 모바일 커머스의 고객접점의 활동 즉, 거래처리 정확성이 고객만족에 정(+)의
영향을 미칠 것으로 가정하여 다음과 같은 가설을 설정하였다.
가설 3-2: 거래처리 정확성은 고객만족에 정(+)의 영향을 줄 것이다.
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2.3 고객만족과 재구매의도
최승일과 김동일(2013)[27]의 연구에서 사용자들은 모바일 커머스를 사용하면서 만족 또는 불만족을 느끼게
되는데, 이러한 태도는 재 구매의도에 결정적인 영향을 미치게 되며, 사용자들이 사이트에 대하여 불만족을 경험
하게 되면 그 모바일 커머스를 계속 이용할 가능성이 적음을 증명하였으며, 장진철 외(2013)[28]는 사용자 만족
은 모바일 커머스의 지속사용의도로 연결시키는 중요한 매개체라고 하였으며 고객만족이 재 구매의도에 긍정적
영향을 미치는 것을 확인했다. 손희영과 하홍열(2013)[29]은 모바일 커머스에서 소비자의 재 구매의도와 행동은
만족이란 매개체에 의하여 변동 가능성이 높은 중요한 변수라고 하였고, 조휘형(2012)은 모바일 커머스의 지각된
품질요인이 만족 및 지속적 사용의도에 미치는 영향에 관한 연구에서 사용자의 만족은 지속적 사용의도에 영향
을 미친다고 하였다.
이상의 선행연구를 바탕으로 만족도가 재구매의도에 영향을 주는 것이라고 볼 수 있다. 따라서 고객만족이 재
구매의도에 정(+)의 영향을 미친다는 가정 하에 다음과 같은 가설을 설정하였다.
가설 4: 고객만족은 재구매의도에 정(+)의 영향을 줄 것이다.
2.4 모바일 친숙도
일반적으로 친숙도란 특정 서비스나 기술을 이용한 경험이 있는 경우 관련 서비스나 유사 기술을 사용할 때 친
밀감을 느낀다는 것이다. 정경수 외(2005)에 의하면 사용자들은 특정 인터페이스나 소프트웨어에 대한 사용경험
이나 숙련도가 증가함에 따라서 사용패턴에 변화가 발생하며, 사용 친숙도가 높은 사람은 다른 사람에 비해 사용
에 대한 불안이 적으며 매체와의 상호작용에 친근감을 느낀다고 한다(정경수외, 2005)[30].
모바일 친숙도는 소비자가 모바일 기기를 사용하였을 때 주관적으로 인지하게 되는 결과로서 모바일 커머스
이용 고객의 관계에 영향을 미칠 것이다(최혁라, 2004; 최명선, 2005; 민재기, 2007).
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최근의 스마트 폰 환경에서 이용자가 모바일 기기에 대한 이용이 아주 친숙하다고 느낀다면 스마트 폰의 장점
인 여러 서비스를 이용하는 것이 쉽고 편리하다고 인지하게 될 것이며, 이런 특성은 모바일 커머스를 이용하는 고
객의 만족에 영향을 미칠 것이라고 가정하여 다음과 같은 가설을 수립하였다.
가설 5 : 모바일 커머스의 품질이 고객만족에 미치는 영향은 모바일 친숙도의 수준에 따라 조절 될 것이다.
가설 5-1 : 즉시 접속성이 고객만족에 미치는 영향은 모바일 친숙도의 수준에 따라서 차이가 있을 것이다.
가설 5-2 : 상황기반 제공성이 고객만족에 미치는 영향은 모바일 친숙도의 수준에 따라서 차이가 있을 것이다.
가설 5-3 : 형식성이 고객만족에 미치는 영향은 모바일 친숙도의 수준에 따라서 차이가 있을 것이다.
가설 5-4 : 최신성이 고객만족에 미치는 영향은 모바일 친숙도의 수준에 따라서 차이가 있을 것이다.
가설 5-5 : 이용 용이성이 고객만족에 미치는 영향은 모바일 친숙도의 수준에 따라서 차이가 있을 것이다.
가설 5-6 : 거래처리 정확성이 고객만족에 미치는 영향은 모바일 친숙도의 수준에 따라서 차이가 있을 것이다.
이상 선행연구를 기반으로 모바일커머스에서 고객만족과 재구매의도에 미치는 품질에 대한 평가와 품질과 고객
만족간에서 모바일 친숙도의 조절효과를 검증하기 위해 기존 선행연구를 참조하여 다음과 같은 연구모형을 제시
하였다.(<그림 2-2> 참조).
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3장 실증분석
3.1 연구 가설의 검정
PLS에서는 AMOS, LISREL 등과 같은 공분산 기반의 구조방정식모형에서 사용되는 적합도 지수들이 사용되
지 않는다. 대신에 다음 세 가지를 종합하여 예측적합도와 전반적 적합도를 판단하게 된다(김종기·남수태, 2012)
[31].
첫째, 내생변수의 설명력(독립변수에 의해 설명되는 종속변수의 비율)을 나타내는 결정계수 R2 값을 예측적합
도 지수로 사용하며, 상(0.26이상), 중(0.13~0.26), 하(0.02~0.13)로 구분하여 판단한다. 본 연구에서 내생변수는
고객만족(R2=0.595), 재구매의도(R2=0.605)으로, R2값이 높게 나타남으로써 예측적합도가 검증되었다.
둘째, 내생변수의 중복성(redundancy)값을 예측적합도 지수로 사용하며, 이 값이 0보다 크면 예측적합도가
있는 것으로 판단한다. 본 연구에서는 고객만족이 0.133, 재구매의도가 0.405으로, 중복성값이 높게 나타남으로
써 예측적합도가 검증되었다.
셋째, 연구모형의 전반적 적합도는 모든 내생변수의 R2 값 평균과 각 요인들의 공통성(commun-
alty) 평균을 곱한 값의 제곱근으로 산출하며, 상(0.36이상), 중(0.25~0.36), 하(0.10~0.25)로 구분하여 판단한다
. 본 연구에서 전반적 적합도는 고객만족과 재구매의도의 R2값 의 평균(0.600)과 독립변수들의 공통성의 평균(0.
736)을 곱한 값의 제곱근이 0.664로 높게 나타남으로서 전반적 적합도가 검증되었다.
요인
적합도
R2 공통성
(communalty)
즉시접속성 0.802
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상황기반 제공성 0.724
형식성 0.792
최신성 0.763
이용 용이성 0.748
거래처리 정확성 0.583
고객만족 0.595
재구매의도 0.605
평균 0.600 0.736
전반적 적합도 0.664
3.1.1 가설검정 결과
다음은 각 측정변수의 경로계수에 대한 유의성 검정을 실시하여 본 연구에서 제시한 연구가설에 대한 검증을
하기 위하여 SmartPLS (Ver.2.0 M3) 프로그램을 활용하여 부트스트랩(Bootstrap)분석을 수행하였다. 구조모
형은 모형의 잠재변수들간의 의존적 관계를 나타내는 것으로서, 변수들간의 상관관계를 나타내는데 사용되며,
측정 계수뿐만 아니라 각 계수의 표준 오차와 t값을 나타낸다.주 효과가설의 분석결과는 [표 3-2]과 같다.
가설 경로 경로계수 표준오차 t-value 결과
1-1 즉시 접속성 → 고객만족 0.170** 0.036 4.607 채택
1-2 상황기반 제공성 → 고객만족 0.086* 0.027 3.087 채택
2-1 형식성 → 고객만족 0.410** 0.033 12.399 채택
2-2 최신성 → 고객만족 -0.102* 0.058 1.756 기각
3-1 이용 용이성 → 고객만족 -0.018 0.021 0.765 기각
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3-2 거래처리 정확성 → 고객만족 0.337** 0.052 6.362 채택
4 고객만족 → 재구매의도 0.778** 0.030 25.329 채택
*p<.05, **p<.001
3.1.2 조절효과 분석
전통적인 회귀분석에서의 조절변수는 상호작용변수로 만드는데, 이때 다중공선성의 문제가 발생할 가능성이
있지만 PLS기법은 이러한 문제를 최소화할 수 있다. 회귀분석의 경우 종속변수를 예측하기 위해 독립변수와 통
제변수의 구성이 아주 중요하지만, PLS는 이러한 문제에 대한 해결이 가능하여 회귀분석처럼 통제변수를 별도로
측정할 필요가 없다는 장점이 있다(손정민, 2011). 또한 SmartPLS(Ver. 2.0 M3) 프로그램은 조절효과의 크기
를 수치화할 수 있기 때문에 연구가설의 핵심이 되는 조절효과를 좀 더 상세히 검정할 수 있다. 모바일 친숙도의
수준에 따른 모바일 커머스의 품질과 고객만족간 조절효과를 분석한 결과는 [표 3-3]와 같다.
가설 경로 경로계수 t-value 결과
5-1
모바일
친숙도
즉시 접속성 → 고객만족 -0.970** 4.534 채택
5-2 상황기반 제공성 → 고객만족 -0.746* 2.077 채택
5-3 형식성 → 고객만족 0.960 1.874 기각
5-4 최신성 → 고객만족 -0.230 0.782 기각
5-5 이용 용이성 → 고객만족 0.985** 7.253 채택
5-6 거래처리 정확성 → 고객만족 0.965 1.361 기각
*p<.05, **p<.001
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제4장 결 론
4.1 고객만족에 영향을 미치는 품질에 대한 결과와 시사점
첫째, 즉시 접속성은 고객만족에 정(+)의 유의한 영향을 미치는 것으로 나타났고, 고객의 상황과 특성에 따
른 차별화된 서비스가 가능한 정도를 나타내는 상황기반 제공성도 고객만족에 정(+)의 유의한 영향을 미치는
것으로 나타났다. 이러한 연구결과는 모바일 커머스를 이용하는 고객들은 모바일 커머스 시스템이 제공하는
즉시접속 가능한 특성과 상황기반에 근거한 시스템의 기능적 품질 특성에 많은 영향을 받고 있음을 알 수 있
다.
둘째, 형식성은 고객만족에 정(+)의 유의한 영향을 미치는 것으로 나타났다. 그리고 최신성은 통계적으로
유의하였으나 고객만족에 부(-)의 영향을 미치는 것으로 나타났다. 이와 같이 기업의 품질활동의 영향력이 부
정적으로 나타나거나 유의하지 않은 경우, 선행연구들에서는 소비자들이 기업 활동의 적합성이나 순수성 등
에 대해 부정적인 인식을 갖고 있기 때문에 오히려 역효과가 나거나 효과가 미미할 수 있다고 하였다(권영훈
외, 2010[32]; Forehand & Grier, 2003). 또한 최신성의 경우 모바일 커머스 특성상 상품등록 기간이 달리
정해진 시간이 없는 것으로 하여 수시로 업데이트 되어 지며, 사이트에서 제공하는 후기에 대한 업데이트는
고객들이 스스로 올리는 것으로서 소비자들은 이에 대하여 모바일 커머스가 제공하는 품질로서 중요성을 느
끼지 못하는 것으로 볼 수 있다. 결과에서 고객에게 제공되는 상품이나 서비스 자체의 최신 정보보다는 상품
이나 서비스 정보를 즉시 쉽게 비교하여 활용할 수 있는 정보의 형식성이 보다 고객만족을 더 강화시키는 결
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과가 나왔으므로, 이에 대한 품질제고 노력이 필요할 것으로 보인다. 이는 고객들이 모바일 커머스를 이용할
때 구매계획을 수립하여 구매하는 경우가 많아서 상품이나 서비스정보가 카테고리별로 잘 배열되어 있으며,
빠르고 쉽게 비교하여 검색할 수 있는 측면의 정보품질을 더욱 중요하게 인식한다는 점에서 이런 결과가 나오
지 않았나 유추해 본다.
셋째, 이용 용이성은 고객만족에 유의한 영향을 미치지 않는 것으로 나타났다. 그에 반하여 거래처리 정확
성은 고객만족에 정(+)의 유의한 영향을 미치는 것으로 나타났다. 이러한 결과는 고객들이 거래를 할 때 모바
일 커머스에서 제공받는 여러 서비스 중 고객과의 접점에서 수행되는 활동에서 받는 서비스가 모바일 커머스
로의 접근성, 접속 후 조작의 편의성 등에서 받는 서비스보다 더 중요한 만족요인으로 작용한 것으로 나타났
다. 이는 고객들이 접속의 편리성, 사이트 내 조작의 편의성 등은 모바일 커머스가 제공하는 서비스 활동으로
인식하지 않고 이용자의 검색능력, 조작능력 등으로 인식하여 나타난 결과가 아닌가 유추해 본다.
4.2 고객만족이 재구매 의도에 미치는 영향에 대한 결과와 시사점
고객의 혜택을 증가시키고 고객의 희생을 감소시킴으로써 기업은 고객의 가치를 크게 할 수 있다. 고객 가
치가 커지면 고객의 구매가 반복되고 지속적인 관계가 유지되면서 고객은 기업을 더욱 신뢰하게 된다. 본 연
구결과에서도 고객만족을 제고할 수 있는 활동이 기업의 성과를 나타낼 수 있는 활동이란 점이 연구결과에서
재차 확인되었다.
4.3 모바일 친숙도에 따른 조절효과에 대한 결과와 시사점
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본 연구에서 모바일 친숙도의 수준에 따른 조절효과를 분석한 결과, 즉시 접속성, 상황기반 제공성, 이용 용
이성은 고객만족에 미치는 영향에서 차이를 보이는 조절효과가 나타났으며, 형식성, 최신성, 거래처리 정확성
은 차이를 보이지 않아 조절효과가 나타나지 않았다. 이러한 결과에서 다음과 같은 사실을 유추해 볼 수 있다.
첫째, 즉시접속성과 상황기반 제공성은 조절효과가 발생하였는데 효과의 방향이 부의 영향을 미치는 것으
로 나타났다. 즉, 모바일 친숙도의 수준에 따라 -0.970, -0.746만큼 영향력이 줄어드는 것을 알 수 있다(Chin
et al, 1996). 따라서 즉시 접속성과 상황기반 제공성은 고객 만족을 결정한다기 보다는 조건적으로 보장되어
야 하는 속성이라고 생각된다. 따라서 모바일 커머스 운영업체는 고객의 모바일 커머스이용횟수에 따른 친숙
도에 따라 고객을 세분화하여 고객만족을 제고하는 품질을 다르게 인식하는 마케팅 전략이 필요할 것이다.
둘째, 모바일 커머스를 이용한 구매에 있어서 정보는 구매 결과의 불확실성을 회피하기 위한 의사결정 과정
에 아주 중요한 요소이다. 따라서 고객에게 상품과 서비스의 최신정보와 구매후기를 제공하는 품질과, 고객이
쉽고 즉시 정보를 활용할 수 있는 정도로 제공하는 품질은 고객만족에 미치는 영향에 아주 중요할 것이다. 따
라서 본 연구의 결과는 고객의 모바일 친숙도의 수준에 관계없이 고객만족에 미치는 영향에 차이가 없지 않았
나 생각된다. 하지만 모바일 친숙도가 높아 모바일 커머스를 상대적으로 일찍 이용하는 얼리어답터의 경우,
고객은 자신이 직접 경험을 통해 습득한 정보를 구매 후기를 통해 다른 사람들에게 전달하는 중심적인 역할을
하기 때문에 구매후기 등의 업데이트 정도를 나타내는 최신성은 고객만족에 미치는 영향에 차이가 있지 않을
까 생각한다.
셋째, “이용 용이성은 고객만족에 정(+)의 영향을 미친다”는 주 효과 분석에서 기각되었지만, 모바일 친숙
도의 수준에 따른 조절 효과 분석에서는 영향에 차이가 있는 것으로 나타났다. 이러한 결과는 이용 용이성 품
질은 고객의 모바일 친숙도의 수준에 따라 인식하는 정도가 달라서 만족에 미치는 영향에도 차이가 발생하지
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않았나 생각한다. 따라서 모바일 커머스에 익숙하지 않은 고객에게는 이용 용이성 품질이 중요한 요인으로 작
용하지 않을까 생각된다. 한편 거래처리 정확성은 조절효과가 나타나지 않았다. 이는 모바일 커머스에서 고객
접점에서의 거래 처리에 관련된 품질요인은 모바일 상거래에서 아주 중요한 품질로 인식되기 때문에 고객의
모바일 친숙도의 수준과 관계없이 항상 중요하게 작용하여 이러한 결과가 나타나지 않았나 생각된다.
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Examining Repurchasing Intention in Internet
Shopping: Cases of Korean Consumers
Changsu Kim
Professor, School of Yeungnam University, S. Korea ([email protected])
Joohan Ryoo*
Associate Professor, Division of International Studies, Hanyang University, S. Korea ([email protected])
*Corresponding author.
Abstract
Although the recent success of Internet shopping businesses has received much attention, very few integrated attempts to view these businesses from the consumers’ perspective have been made. Drawing on the current consumer behavior literature, this study explored South Korean Internet shoppers’ repurchase intention by empirically examining the extent to which consumers’ estimations of system, information, and service quality influenced their satisfaction and trust, and thereby affected their repurchase intention. A survey based on previous e-commerce success research was used to measure the constructs of system, information, and service quality, as well as consumers’ satisfaction, trust, and repurchase intention. We distributed 2500 questionnaires and collected 412 marked ones, 368 of which comprised our final sample. Hypotheses were tested using a structural equation model. We found that system and service quality principally influenced consumer satisfaction, whereas information quality primarily affected consumer trust. Consumer satisfaction and trust affected repurchase intention, and consumer trust influenced consumer satisfaction. We also detected gender-based differences in these effects. By adopting a comprehensive and holistic approach, this research provides a useful basis for future studies of Internet shopping, as well as practical guidelines for practitioners to enhance the competitiveness of their Internet business models.
Keywords- System quality, information quality, Satisfaction, Trust, Repurchase intention.
I. INTRODUCTION (HEADING 1)
Although the Internet penetration rate is increasing in Korea more rapidly than in the US and European
Union, only about 55.8% of Internet users in Korea use Internet shopping malls (Park et al. 2013). Moreover,
South Korean online consumers, unlike those in China and other emerging economies, are notorious for
capricious consumption behavior and lack of e-commerce loyalty due to negative perceptions of Internet
shopping safety and security (Park 2010; Park et al. 2013). Online shopping inherently involves higher
levels of uncertainty than does shopping in brick-and-mortar stores because online transactions lack the
physical assurance of a traditional shopping experience (Chiu and Pan 2009). Korean consumers’
perception of risk has imposed tremendous challenges on many Korean Internet shopping businesses
(Park 2010).
Given this backdrop, this study intends to shed light on the online consumption behavior of South
Korean consumers. Our approach was motivated by the previous findings that more than two-thirds of
Internet shoppers exit websites without purchasing items that they have placed in their e-shopping carts
and that only 10% of Internet shoppers make purchases (Francis and White 2004; Overby and Lee 2006).
South Korea is no exception. Recent market research showed that only about 1% of online visitors return
to carry out repeated purchases (Shin et al. 2013). Due to the diminishing consumer loyalty of Internet
shoppers and emerging new challenges from brick-and-mortar-stores, such as department stores and
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wholesalers, the revenue growth rate of the Korean Internet shopping business is expected to decline
radically from 23% in 2010 to 11% in 2014, and the number of online companies increased at a slow rate
(Choi and Na 2011). This study aims to identify the reason for this stagnation in Korean Internet shopping
businesses. We attempt to understand the consumer behavior of online shoppers with respect to a shift
toward continuous online purchasing by identifying the success factors of Internet shopping businesses,
as success depends largely on the ability to capture purchases from customers browsing online.
II. THEORETICAL BACKGROUND AND HYPOTHESES
Individuals browsing online are not necessarily purchasers; thus, the creation of customer loyalty is a
critical element of Internet shopping business success (Zeithaml et al. 2002; Kuan et al. 2008; Liu and Xiao
2008; Chiou and Pan 2009). Customers’ long-term loyalty, represented as repeated online purchasing, has
been shown to positively affect profit and organizational growth (Molla and Licker 2001). Hence, the
construct of ‘repurchase intention’, which indicates an individual’s willingness to make another purchase
from the same company based on previous experience (Jarvenpaa and Todd 1997; Hellier et al. 2003; Kuan
et al. 2008), is used in this study to evaluate Internet shopping business success, which equates with
customer loyalty (Nicolaou and McKnight 2006; Kuan et al. 2008; Wang 2008).
This study draws on the literature of offline marketing and consumer behavior, which proposes an
integrated chain model of quality→satisfaction→trust→loyalty as a mechanism of Internet shopping
business success (Hellier et al. 2003; Wang 2008). According to this model, customer loyalty is the outcome
of interactions between product/service and quality, which, in turn, influence customer satisfaction (Wang
2008). Merely satisfying customers, however, is not sufficient to secure customer loyalty (Jones and Sasser
1995). Research has shown that satisfied customers who trust product/service providers make repeated
purchases (Wang 2008). Trust refers to a state in which the customer perceives the cost and value of the
offering to be consistently fair, reliable, and safe (Francis and White 2004). With trust, the overall net value
of a product or service is converted into a positive evaluation of the product, which leads to customers’
(re)purchase intention (Francis and White 2004; Gupta and Kim 2009). In a recent study, this model was
shown to be effective in gaining an understanding of the consumption behavior not only of offline, but
also of online, consumers (Shankar et al. 2003).
However, the quality→satisfaction→trust→loyalty chain model neglects multifaceted dimensions of
quality that online consumers may perceive while shopping. As these customers are unable to examine
products tangibly, concern about quality is more acute. Therefore, this study further articulates the model
by drawing in part on the information system (IS) success model of DeLone and McLean (2003, 2004). This
IS theory enables comprehensive understanding of how ISs can be successful by identifying, describing,
and explaining six critical dimensions and interrelationships among them: system, information, and service
quality; usage; user satisfaction; and net benefit. Numerous studies of e-commerce success, in which IS
evaluation was critical for assessment of the e-commerce environment, have employed this model (Hellier
et al. 2003; Ahn et al. 2004).
DeLone and McLean’s model (2003) also lends significant insight to the framework used in the present
study. First, it describes various quality dimensions that are essential components of our integrative
framework, as they improve understanding of consumer behaviour in the e-commerce environment.
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Second, the model incorporates dimensions of e-commerce success that are contingent on various
contextual and consumer-perceived IS factors, enabling us to construct a causal or variance model. Third,
DeLone and McLean’s model (2003) assumes that an IS user’s behaviour (i.e. repurchase intention) is
determined by his or her beliefs (i.e. aspects of perceived quality) and affective response to IS use (i.e.
satisfaction). We attempt to validate these concepts in the context of Internet shopping; despite some
essential differences, e-commerce is often considered to be a subunit of the IS construct (Chen and Cheng
2009).
Our model (Figure 1) specifies the quality→satisfaction→trust→repurchase intention chain as a logical
basis of Internet shopping business success. This model hypothesizes that the success of an Internet
shopping business depends largely on its ability to create customer loyalty, which, in turn, represents
repurchase intention (Tsai and Huang 2007). In principle, this model indicates that product/service quality
and customer satisfaction directly and indirectly affect customer loyalty (repurchase intention). In addition,
customer satisfaction creates trust, characterized by a positive attitude and actions toward a seller in
relation to product quality. Such trust facilitates the creation of long-term relationships between Internet
shopping businesses and customers (Ha and Stoel 2009).
In sum, this study will examine how quality, satisfaction, and trust influence customers’ repurchase
intention by exploring the following questions:
Do system, information, and service quality affect Internet shoppers’ satisfaction and trust?
Does customer satisfaction generate trust in a product/service?
Do customer satisfaction and trust lead to repurchase intention?
Does the quality→satisfaction→trust→repurchase intention chain work consistently across gender?
These question are further elaborated by a total of 24 hypotheses.
Figure 1. Research Model
User Trust
System Quality
SecurityEase of Search
Accessibility
Information Quality
VarietyAccuracyCurrency
Service Quality
Ease of OrderQuickness
Receptiveness
User Satisfaction
RepurchaseIntension
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III. RESEARCH METHODS
In this study, a survey was used to measure system, information, and service quality; and consumer satisfaction, trust, and repurchase intention. Data collection targeted South Korean consumers with previous Internet shopping experience. We distributed 2500 questionnaires to companies, universities, high schools, and public and research institutions via e-mail and direct visits between 3 November 2014 and 30 January 2015. Confirmatory factor analysis was used to assess the validity and reliability of questionnaire items and constructs. Discriminant validity between pairs of factors was examined by assessing whether mean average variance extracted (AVE) values exceeded R2 values (i.e. confidence interval of R2 does not include 1) (Beauducel and Wittmann 2005). Amos 5.0 software was used to test the goodness of fit of the measurement model. As the p-value of 2 (0.000) did not satisfy the standard due to the large sample size and substantial model complexity, normal chi-squared, root mean square residual, and root mean square error of approximation tests, as well as the goodness of fit, normal fit, comparative fit, and Tucker-Lewis indices, were used.
IV. RESULTS
The survey showed satisfactory reliability, as indicated by Cronbach’s alpha values > 0.7 and AVE values >
0.5 (Table 2) (Fornell and Larcker 1981).
Table 2 Survey reliability
Item Standardized
regression weight Error Cronbach’s αa
Construct
reliability
Variance
extracted
SECU1 0.772 0.213
0.831 0.888 0.915 SECU2 0.574 0.452
SECU3 0.774 0.288
SECU4 0.871 0.174
SEAR1 0.837 0.195 0.839 0.884 0.921
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SEAR2 0.811 0.218
SEAR3 0.698 0.381
SEAR4 0.659 0.391
ACCE1 0.625 0.368
0.832 0.158 0.873
ACCE2 0.738 0.241
ACCE3 0.763 0.227
ACCE4 0.781 0.232
ACCE5 0.635 0.356
VARI1 0.638 0.335
0.782 0.860 0.864
VARI2 0.643 0.321
VARI3 0.740 0.248
VARI4 0.688 0.347
VARI5 0.538 0.463
ACCU1 0.761 0.252
0.878 0.927 0.922
ACCU2 0.835 0.207
ACCU3 0.722 0.269
ACCU4 0.777 0.211
ACCU5 0.752 0.225
CURR1 0.688 0.258
0.743 0.849 0.868 CURR2 0.726 0.243
CURR3 0.572 0.368
CURR4 0.612 0.328
ORDE1 0.699 0.243
0.825 0.897 0.899 ORDE2 0.730 0.262
ORDE3 0.729 0.261
ORDE4 0.780 0.223
QUIK1 0.761 0.311
0.864 0.906 0.902
QUIK2 0.828 0.227
QUIK3 0.804 0.244
QUIK4 0.769 0.261
QUIK5 0.611 0.434
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RECP1 0.742 0.354
0.821 0.876 0.872
RECP2 0.688 0.367
RECP3 0.710 0.319
RECP4 0.670 0.340
RECP5 0.659 0.324
SATS1 0.746 0.261
0.867 0.926 0.916
SATS2 0.714 0.246
SATS3 0.735 0.234
SATS4 0.763 0.200
SATS5 0.806 0.192
TRUS1 0.744 0.222
0.852 0.916 0.924
TRUS2 0.754 0.221
TRUS3 0.739 0.231
TRUS4 0.713 0.261
TRUS5 0.711 0.289
INTE1 0.746 0.251
0.901 0.896 0.913
INTE2 0.766 0.263
INTE3 0.777 0.247
INTE4 0.723 0.313
INTE5 0.605 0.440
AVE, average variance extracted; CR, composite reliability; SECU, security; SEAR, ease of search; ACCE, accessibility;
VARI, variety; ACCU, accuracy; CURR, currency; ORDE, ease of ordering; QUIK, quickness; RECP, receptiveness; SATS,
satisfaction; TRUS, trust; INTE, intention.
aCronbach’s alpha coefficients were calculated with SPSS software
In addition, the standardized regression weight of each factor exceeded 0.5, indicating sufficient
construct validity. The square root of the AVE value for each construct exceeded its correlation with
other constructs, indicating sufficient discriminant validity (Table 3). The fit of the instrument, assessed
by various measures and indices, was acceptable (Table 4). Thus, the survey was suitable for the testing
of the causal model and research hypotheses.
Table 3 Correlation coefficients and squared roots of average variance extracted
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SECU SEAR ACCE VARI ACCU CURR ORDE QUIK RECP SATS TRUS INTE
SECU 0.915*
SEAR 0.484 0.921*
ACCE 0.438 0.495 0873*
VARI 0.425 0.499 0.518 0864*
ACCU 0.495 0.639 0.605 0.564 0.922*
CURR 0.417 0.536 0.602 0.693 0.652 0.868*
ORDE 0.506 0.568 0.558 0.466 0.601 0.665 0.899*
QUIK 0.384 0.488 0.455 0.442 0.556 0.591 0.701 0.902*
RECP 0.468 0.542 0.586 0.415 0.594 0.621 0.712 0.652 0.872*
SATS 0.572 0.589 0.627 0.564 0.663 0.690 0.699 0.687 0.716 0.916*
TRUS 0.579 0.557 0.569 0.616 0.699 0.620 0.615 0.568 0.600 0.803 0.924*
INTE 0.484 0.453 0.556 0.520 0.533 0.625 0.538 0.484 0.590 0.728 0.762 0.913*
SECU, security; SEAR, ease of search; ACCE, accessibility; VARI, variety; ACCU, accuracy; CURR, currency;
ORDE, ease of ordering; QUIK, quickness; RECP, receptiveness; SATS, satisfaction; TRUS, trust; INTE,
intention.
Values in parentheses along the diagonal indicate the square root of the average variance extracted from
observed variables, and off-diagonal value indicate correlations between constructs.
Table 4 Measures of model fitness
Chi-squared df p CMIN/DF RMR GFI NFI CFI TLI RMSEA
3145.913 1418 0.000 2.129 0.032 0.901 0.911 0.924 0.896 0.058
RMR, root mean square residual; GFI, goodness of fit index; NFI, normal fit index; CFI, comparative fit
index; TLI, Tucker-Lewis index; RMSEA, root mean square error of approximation.
During the study period, we collected 412 marked questionnaires (16% response rate), 44 of which
were discarded due to irrelevance or missing items. Our final study sample thus comprised 368
questionnaires. The demographic characteristics of the survey respondents are summarized in Table 5.
Our sample reflects a diverse population with broad ranges of age, employment, education, and Internet
usage patterns.
Table 5 Respondents’ demographic and Internet usage characteristics
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Item n % Item n % Gender Male 193 52.4 Age <19 10 2.7
Female 175 47.6 20-25 124 33.7
Total 368 100 26-30 91 24.7
Education Less than high school 9 2.4 31-40 85 23.1
High school degree 15 4.1 >41 58 15.8
College student 113 30.7 Total 368 100
Bachelor’s degree 146 39.7 Occupation Student 84 22.8
Graduate student 59 16.0 Commercial
employee 153 41.6
Graduate degree 21 5.7 Public service 35 9.5
Other 5 1.4 Self-employed 38 10.3
Total 368 100 Housewife 10 2.7
Income
(USD) <8,700 152 41.3 Specialist 37 10.1
8,701-26,000 109 29.6 Other 11 3.0
26,001-43,000 60 16.3 Total 368 100
>43,001 47 12.8 Frequency of
use <1 time per week 242 65.8
Total 368 100 2-3 times per week 92 25.0
Period of use <1 month 58 15.8 4-5 times per week 20 5.4
<6 months 35 9.5 >6 times per week 14 3.8
<1 year 35 9.5 Total 368 100
<2 years 50 13.6 Payment Credit card 210 57.1
>2 years 190 51.6 Mobile phone 30 8.2
Total 368 100 Online bank transfer 106 28.8
Subscription
fee
(USD)
None 27 7.3 e-payment 6 1.6
<9 47 12.8 Other 16 4.3
9.1-26 94 25.5 Total 368 100
26.1-43 82 22.3 Site Open-market 208 56.5
43.1-87 75 20.4 Special shopping site 71 19.3
87.1 43 11.7 Multiple shopping
site 68 18.5
Total 368 100 Other 21 5.7
Total 368 100
The results of our analysis of the full sample are presented in Table 6.
Table 6 Summary of hypothesis testing results
Factor Estimate SE CR p Results
User
satisfaction
<-- Security 0.174 0.053 3.260 0.001
H1a Supported
<-- Searchability 0.028 0.052 0.543 0.587
H1b Not supported
<-- Accessibility 0.130 0.078 1.658 0.097
H1c Not supported
<-- Information variety 0.072 0.085 0.847 0.397
H3a Not supported
<-- Information accuracy 0.084 0.062 1.354 0.176
H3b Not supported
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<-- Information currency 0.182 0.110 1.649 0.099
H3c Not supported
<-- Ease of ordering 0.058 0.098 0.590 0.555
H5a Not supported
<-- Quickness 0.190 0.058 3.287 0.001
H5b Supported
<-- Receptiveness 0.185 0.066 2.815 0.005
H5c Supported
User trust
<-- Security 0.096 0.053 1.812 0.070
H2a Not supported
<-- Searchability 0.030 0.050 0.607 0.544
H2b Not supported
<-- Accessibility -0.030 0.075 -0.393 0.694
H2c Not supported
<-- Information variety 0.203 0.083 2.453 0.014
H4a Supported
<-- Information accuracy 0.209 0.061 3.432 0.000
H4b Supported
<-- Information currency -0.064 0.107 -0.600 0.549
H4c Not supported
<-- Ease of ordering 0.030 0.094 0.323 0.747
H6a Not supported
<-- Quickness -0.033 0.057 -0.585 0.558
H6b Not supported
<-- Receptiveness 0.001 0.064 0.023 0.982
H6c Not supported
<-- User satisfaction 0.482 0.089 5.418 0.000
H7 Supported
Repurchase
intention
<-- User satisfaction 0.340 0.089 3.817 0.000
H8 Supported
<-- User trust 0.519 0.101 5.133 0.000
H9 Supported
SE, standard error; CR, composite reliability.
These results indicated that the security and accessibility aspects of system quality increased Internet
shoppers’ satisfaction, supporting hypothesis H1a (p < 0.01). Quickness and receptiveness (service
quality) also significantly affected consumer satisfaction, supporting hypotheses H5a and H5c (both p <
0.01). Variety and accuracy (information quality) were strongly associated with Internet shoppers’ trust,
supporting hypotheses H4a and H4b (both p < 0.01). We also found that consumer satisfaction affected
consumer trust and repurchase intention, and that consumer trust affected repurchase intention,
supporting hypotheses H7, H8 (both p < 0.05), and H9 (p < 0.01).
The results of analyses by gender are shown in Table 7. In the category of system quality, male
respondents reported that security influenced their satisfaction, whereas female respondents perceived
that accessibility affected their satisfaction with and trust in Internet shopping businesses. Female
respondents also reported that searchability affected their trust in Internet shopping businesses. With
regard to information quality, male respondents perceived the accuracy of information as a primary
factor in their trust of Internet shopping businesses, whereas female respondents reported that variety
and accuracy affected their trust, and that currency was related to their satisfaction. Finally, with regard
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to service quality, male respondents perceived no aspect of service quality related to their satisfaction or
trust, whereas female respondents reported that quickness and receptiveness were crucial to their
satisfaction with Internet shopping businesses. Both male and female respondents perceived that
satisfaction influenced trust, and that satisfaction and trust influenced their repurchase intention.
Table 7 Summary of results by gender
Factor Female Male
Estimate CR Label Estimate CR Label
User satisfaction
<-- Security -0.019 -0.254 par_145 0.373 4.306 par_45
<-- Searchability 0.010 0.149 par_146 0.048 0.549 par_46
<-- Accessibility 0.250 1.649 par_147 0.061 0.599 par_47
<-- Information variety -0.109 -0.851 par_148 0.098 0.789 par_48
<-- Information accuracy 0.136 1.355 par_149 0.002 0.019 par_49
<-- Information currency 0.339 2.197 par_150 0.075 0.393 par_50
<-- Ease of order 0.049 0.356 par_151 0.252 1.507 par_51
<-- Quickness 0.189 2.521 par_152 0.120 1.102 par_52
<-- Receptiveness 0.266 2.449 par_153 0.119 1.376 par_53
User trust
<-- Security 0.026 0.418 par_154 0.183 1.804 par_54
<-- Searchability 0.078 1.316 par_155 -0.013 -0.139 par_55
<-- Accessibility -0.271 -1.988 par_156 0.114 1.069 par_56
<-- Information variety 0.277 2.402 par_157 0.060 0.456 par_57
<-- Information accuracy 0.217 2.475 par_158 0.223 2.602 par_58
<-- Information currency 0.020 0.146 par_159 -0.067 -0.336 par_59
<-- Ease of order 0.181 1.540 par_160 -0.123 -0.689 par_60
<-- Quickness 0.003 0.039 par_161 -0.012 -0.104 par_61
<-- Receptiveness -0.037 -0.384 par_162 0.008 0.092 par_62
<-- User satisfaction 0.443 3.379 par_165 0.497 3.589 par_65
Repurchase intention
<-- User satisfaction 0.261 1.902 par_163 0.380 3.361 par_63
<-- User trust 0.728 4.298 par_164 0.382 3.136 par_64
CR, composite reliability.
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V. DISCUSSION
This study attempted to identify factors related to consumer perception that affects the success of South
Korean Internet shopping businesses. Drawing on the offline marketing and consumer behaviour literature,
we designed an integrated model based on the quality→satisfaction→trust→loyalty chain. Overall, the
results of the analysis confirmed that various aspects of quality are important in gaining online customer
satisfaction and trust, which, in turn, is the foundation of repurchase intention. In particular, and in line with
previous findings (e.g. Lin 2007; Brown and Jayakody 2009; Chen and Cheng 2009), we found that system
quality (security and accessibility) affects consumer satisfaction, whereas information quality is critical for
building customers’ trust in Internet shopping. Service quality is critical for both consumer satisfaction and
trust. Similar to the results obtained by Qureshi et al. (2009) with the application of a comparable model in
New Zealand and Northern Ireland, this study showed that consumer trust in South Korea is an important
mediating factor influenced by several aspects of website quality, leading to repurchase intention. In line
with the findings of McCole et al. (2010), we found that security and accessibility should also be sufficient
to ensure customer satisfaction.
This study clearly demonstrated that three dimensions of quality (i.e. system, information, and service
quality) are essential and non-trivial to customers’ perspectives. Therefore, Internet retailers must
enhance quality-related attributes to sustain a competitive advantage in the e-commerce market; these
attributes form the foundation for the generation of customer satisfaction and loyalty. Information quality,
in terms of the provision of accurate and diverse information about products and services sold online, also
influences customers’ level of trust in an Internet shopping business, thereby affecting their repurchase
intention. Finally, this study found that service quality is represented by quickness and associated
positively with consumer satisfaction, which, in turn, influences trust and repurchase intention. Our
analysis showed that poor service quality can compromise Korean consumers’ impressions of Internet
retailers in many ways, discouraging them from returning to the retailers’ websites. Among other quality
dimensions, service quality (in terms of rapid delivery and prompt response to customer inquiries) has the
greatest effect on customer retention in the Korean e-commerce environment, as it influences satisfaction
and trust.
Finally, our survey revealed several related differences among Korean online consumers. First,
compared with female consumers, male consumers expressed less concern about overall quality-related
issues when shopping online. For instance, male consumers assessed only retailers’ system security and
accuracy of information, whereas female consumers meticulously examined system accessibility;
information diversity, accuracy, and currency; and service quickness and receptiveness. Second,
information quality, represented as the diversity, accuracy, and currency of information, are highly critical
to female customers; all of these constructs significantly affect these customers’ levels of satisfaction with
and trust of online shopping companies. Third, service quality is essential to generate satisfaction among
female customers, whereas it was not an aspect that male respondents seriously considered when
shopping online.
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Game Fairy Tale Book Creation And Design
WOO-HYUN PARK
College of Information & Communication Engineering Sungkyunkwan University
Korea
Abstract
In this paper, we produced a series of fairy tales using cards.The program object we implement is divided
into character objects and action objects. The card was recognized as a marker to perform the action
accordingly. When the card is detected, the actual characters in the augmented reality world reveal itselfs
and the fairy tale flows out. In addition, unlike other existing fairy tale books that existed in the past,
diverse fun elements were added. For example, one of the elements of fun is a conflict story telling
between characters. the other of that is the changing of camera screen. when different virtual modules
contact with each other and crash, the action of the story is performed with vivid expressions of action.
I. Introduction
Recently, There has been a growing interest in incorporating entertainment technologies into smart devices to
maximize the visual effects of games. In addition to smartphones, research is being actively focused on working game
animation elements as well as analog fairy tale book and educational contents. In particular, it provides indirect
experience in the real world using AR. AR is a complex virtual reality combining reality and virtual environment with
technologies showing three-dimensional virtual objects in the real world. Unlike this method, the original existence
of existing fairy tale books was not realistic and immersive. In this paper , we put various fun elements in our lives
unlike the previous fairy tale book which existed
II. Related Studies
a. AR glass
An example of a device using AR is Google Glass
Figure 1. Google Glass
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Google Glass is not an augmented reality display that completely covers vision but provides the information screen in
the upper right corner. Like sunglasses or glasses , This offers attachable band on the right side where they're equipped
with cameras so that users can take film From the viewpoint of the wearer. there's an infrared lines eye tracking camera
inside it to act as a mouse interface. The motion sensor provides a function to recongnize to raise one's head. there is
bone speaker Close to the ears and this also activates as recongnition commands. The specifications of this product
support andorid 4.0.4, Texas Instruments OMAP 4430 SoC 1.2 Ghz Dual (ARMv), 682 MB RAM,5 megapixel/720p
camera recording function and supports 16GB storage.
III. Implementation method
In this paper, two things are implemented significantly. The first is to suggest a game entertainment generation system
and the second is Storing objects in the real world in database and using this to add character’s interesting element.
we develop this game in mobile platform using AR Cardboard manufactured by us and PC paltform.
a. AR Cardboard
AR Cardboard manufactured by itself is used to improve user’s immersion. This uses the principle of Both eye sides
of the same field.
Figure 2. the principle of both eye sides of the same field.
By default, the VR device is equipped with a convex lens with both eyes. It shows the screen like in half. The role of
the brain in the real world is the role of the VR device in virtual reality. It is acted as smartphone in Card board . As a
result, external environments can be blocked and an immersion increased.
b. Creating a database and constructing markers
In this paper, we store the image using the server team database (view poria) and make a marker recognition.
Figure 3. Fairy tale marker
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III. Conclusion
Figure 4. The result of fairy tale On the PC
In this paper, we implemented an educational fairy tale book for young children and implemented the
creation of story system. When the card is detected, the actual characters in the augmented reality world reveal itselfs and the fairy
tale flows out. what we intend to implement is interacting with each characters and composing fairy story telling in AR. What we intend to
implement from the beginning is successively implemented. However, The part of recongnition is not working well. Next, we can recognize
maker more in our future work. In addition, each markers creating characters are limited to a single character, but
we will also allow them to create multiple characters in a sequence.
Acknowledgment
This research was supported by the MISP(Ministry of Science, ICT & Future Planning), Korea, under the National
Program for Excellence in SW (R71151610060001002) supervised by the IITP(Institute for Information &
communications Technology Promotion)
References
[1]http://terms.naver.com/entry.nhn?docId=841112&cid=42344&categoryId=42344
[2]http://navercast.naver.com/contents.nhn?rid=122&contents_d=108007
[3]http://www.inven.co.kr/webzine/news/?news=152580
[4] APA styleIjaein, yuseunghan(2012). “augmented reality assimilation based on the Web and smartphones.“ Information of
the Information Education Society, 16 (2), 201-209.
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Cash Battle Game With Immersion Using AR
WOO-HYUN PARK
College of Information & Communication Engineering Sungkyunkwan University
Korea
Abstract In this paper, I made a game using cash and cards. The cash battle game is a real battle time game of
board form. This game identifies each character and decides whether to win or lose as applying the
various envrionment, characters and effects etc. The components of the program that we implement are divided into 5 parts(i.e voice objects, skill
objects, and character objects and action objects and UI(User Interface) object). we carry out the action
by recognizing the money and the cards. If you recognize the actual 5,000-won and 10,000-won, the
characters appear and the backgorund voice speaks out. In addition, we created the card skill option that
is focused on entertain a more dynamic battle scene. In other words, dynamic action objects interact
with each other when different virtual modules contact with each other and crash.
I. Introduction
Recently, Research that Maximizes visual effects is being carried out not only smart phones, but also on
home appliances and consumer electronics. In particular, there is a strong study of satisfying the user’s
five senses by providing indirect experience in real world. For example, there is the game like
PokemonGo. AR is a complex virtual reality combining reality and virtual environment with technologies
showing three-dimensional virtual objects in the real world. In order for this function to work properly ,
we have to combine elements of reality as character exists in reality and raise user’s immersion. There are
limits to improve this immersion. For example, the intervening elements are ambient voice and
surroundings. In this paper, the virtual reality(VR)card board was used to shut down the external voice
and block the ambient and disturbing environment. Also, anyone can access AR easily and focus on the
game. we also focused on people's attention by combining content with money.
II. Related Studies
a. PokemonGo
It is an augmented reality mobile game developed jointly by Nintendo Company and the developer of the
Nintentic Corporation, Augmented Reality Software Development in America .Pokenmo uses this
technique to present three-dimensional virtual objects to the actual screen. The Pkoenmon game users
Move to a specific position in the real world to catch monster in and Play games in combination with
reality and virtual reality.
b. Unity
The Unity engine supports Occlus Rift and Mobile Application VR like Cardboard and Galaxy Gear VR
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currently.
Figure 2. A game implemented in Unity
It started support for the Will and IPhone in 2008. In September 2010, it launched the NBA 3.0 version,
supported Android, XBox 360, and PlayStation 3. In February 2012, Flash was supported by 3.5 version.
Currently, it is a multi platform engine that supports the Linux environment, and provides a basic
interface with a common set of tools.
III. Implementation method
In this paper, we store the image using the server team database (view poria) and make a marker
recognition . we tried to select the images of makrer and raise the recongtionf rate of 5,000won and
10,000won iamages that we registered several times.
Figure 4. Korean 5,000bill and 10,000won bill
Figure 5. A Star marker that allows skill.
If you recognize the 5,000 won bill, you will see A character and If you recognize the 10,000 won note,
you will see B characters. The sound effects come out in order to produce a dynamic situation when the
battle begin. Types of sound effects include the effects of dying, colliding with each other, character’s
running, swing a sword. Each character that made on 3D Max was used by importing these in Asset store.
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Figure 6. The scene of recording animator
the animation is recorded on the animators according to the number of frames after selecting the character
prefab composed of bone and rigid. Each character is generated an animation controller and added various
animation for each unique action. In case of Character 1,2, there are the motions of running, walking,
swing swords, dying. When two characters fight each other , The users can use effect skills by using Star
card.
III. Conclusion
Figure 7. Battle screen in PC
In this paper, we implemented the game system and contents entertainment system using AR Cardboard
manufactured by us.The purpose of our paper is to expand the range of the application and apply this to
the various services. Through various marker recognition that recognizes each object. To effectively
implement the game system, first, there was an interaction between the general object and the character.
we obtained the desired content result that we intended by implementing the action of character’s battle
and setting the fitting effect sound. Specifically, we implemented the skill event to add the interesting
factor and enabled to interact with each character in battle system. At the result of that, This system
enables to detect collisions and lower each character’s physical strength in UI(User Interface). And we
focused on AR User's convenience by fixing Camera movement. we set up delta time to implement the
same performance that were not disconnected in any AR game environment. It was able to integrate with
3D Max on Unity Program, thereby creating a full-scale argumented reality world. I am confident that
inexperienced individuals who lack the knowledge of Unity will be able to implement the system easily
through this paper. In the future, We will improve the elements of light sources, such as light sources and
camera positions, to effectively recognize the recognition of the marker in real world.
Acknowledgment
This research was supported by the MISP(Ministry of Science, ICT & Future Planning), Korea, under the
National Program for Excellence in SW (R71151610060001002) supervised by the IITP(Institute for
Information & communications Technology Promotion)
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References
[1] Michael Zyda, “From Visual Simulation to Virtual Reality to Games ”, the iEEE Computer Society,
September 2005, 26pg
[2] Michal KOUTEK , “Scientific Visualization in Virtual Reality:Interaction Techniques and Application
Development“ ,http://visualization.tudelft.nl ,2003, 9pg.
[3] Abraham Anderson and Zhiping Weng, “VRDD: Applying virtual reality visualization to protein docking
and design”, ELSEVIER, 181pg.
[4] Andries van Dam, David H. Laidlaw, Rosemary Michelle Simpson, “Experiments in Immersive Virtual
Reality for Scientific Visualization“,http://www.elsevier.com/locate/cag ,Computers & Graphics 26
(2002) 535–55.
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Digital Application
Session Chair: Dr. Changsu Kim
1. AR BASED REAL MEDIA WORKS
Hyun Gon Kim
2. NETWORK SEPARATION INTERNETPC TETRA-DM
Yong-Ho Lim
3. SEMP(Smart Energy Management Platform) BASED SOLUTIONS
Ki-Yeul Park
4. TOOL DISTRIBUTION PLATFORM INTRODUCTION
Jong-Han Lee
Presentation Session 3-2
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