A Case of NFC-based Exhibition Support System for Analyzing Visitors’ POB(Point of Behaviors)

최명희, 전정호, 강희구, 이경전, “근접 무선 통신 기반 박람회 지원 시스템 구축 및 관람객 행동 데이터 분석 사례”, Information Systems Review, 15(2), 111-127, 2013 (PDF) in Korean

ABSTRACT

본 논문은 근접 무선 통신 기술(NFC)을 적용하여 박람회 지원 시스템을 구축한 사례와 관람객 행동 데이터(POB: Point of Behaviors)의 분석을 수행한 사례를 소개한다. NFC 기술이 박람회 공간에 적용됨에 따라 관람객은 휴대폰을 통해 다양한 정보를 획득하고 저장, 관리함으로써, 새로운 경험을 하게 되고, 전시자는 NFC 시스템을 통해 획득한 관람객에 대한 데이터 수집 및 분석이 가능하게 되어 관람객과의 CRM 기회를 갖게 된다. 본 연구에서는 ‘2013 내나라 여행 박람회’에 적용된 근접 무선 통신 기반 박람회 지원 시스템의 구축 내용을 소개하고, 수집된 NFC 태그 터치 데이터를 기반으로 날짜 및 부스 별 관람객 수, 관람객의 박람회 체류시간, 관람객 방문 부스 등의 분석을 수행하고, 박람회 현장에서 설문 조사를 실시하여 인구통계학적 정보, 박람회 만족도 등의 데이터를 수집하여 터치 데이터와 교차 분석을 수행한다. 또한 연관 규칙 분석 기법을 이용하여 관람객들이 방문한 부스들 간의 연결 관계를 분석한다.

A Case of NFC-based Exhibition Support System for Analyzing Visitors’ POB(Point of Behaviors)

ABSTRACT

This research introduces a case of NFC (Near Field Communication) – based exhibition support system for analyzing visitors’ POB (Point of Behavior) data gathered from the system. The application of NFC technology to an exhibition space allows visitors new experiences of exposition and exhibitors to collect and analyze data about behaviors of visitors. The NFC-based exhibition support system is applied to the ‘Korea Travel Expo 2013.’ The visitors’ behaviors are analyzed based on collected NFC tag touch data and association rules among booths are extracted. Furthermore, the tag touch data are integrated with the survey data for catching the demographics-based implications.

 

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Definition and Roles of Digital Capital in National Strategy

방석현, 이경전, “국가 전략 차원에서 디지털자본의 정의와 역할”, 행정논총, 41(3):1-23, 2003. (PDF) in Korean

ABSTRACT

국가 목표와 연계된 국가전략을 수립하기 위해서는 국가의 자원과 잠재력, 즉 국가의 자본을 핵심 요소로 고려해야하며, 물적 자본뿐만 아니라 무형 자본적인 측면을 같이 고려해야 한다. 본 논문에서는 국가의 자본 차원을 물적 자본, 인적 자본, 사회적 자본, 디지털 자본으로 분류하고, 이들이 국정운영체제와 주요정책 이라는 매개체를 통해 국가목표 달성에 연계되는 체제를 구상하였다. 이 과정에서 디지털 자본이라는 자본의 요소를 새롭게 정의하고, 이의 필요성을 논의하였 으며, 기존의 지적 자본이론, 무형자산이론, Bourdieu의 자본형태이론, 정보자본 이론 등을 검토하면서, 지적 자본의 구체화와 정보자본의 확장으로서 디지털 자 본 개념의 적실성을 검증하였다. 한국의 국가전략에 있어서 디지털 자본의 역할 을 국정운영과 주요정책 의제를 도출하는 과정에서 예시하여, 본 논문이 제시하는 틀의 유용성을 보였다.

The Behavior Analysis of Exhibition Visitors using Data Mining Technique at the KIDS & EDU EXPO for Children

정민규, 김혜경, 최일영, 이경전, 김재경, 유아교육 박람회에서 데이터마이닝 기법을 이용한 전시 관람 행동 패턴 분석, 지능정보연구, 17(2), pp. 77-96, 2011. (PDF) in Korean

ABSTRACT

An exhibition is defined as market events for specific duration to present exhibitors’ main products to business or private visitors, and it plays a key role as effective marketing channels. As the importance of exhibition is getting more and more, domestic exhibition industry has achieved such a great quantitative growth. But, In contrast to the quantitative growth of domestic exhibition industry, the qualitative growth of Exhibition has not achieved competent growth. In order to improve the quality of exhibition, we need to understand the preference or behavior characteristics of visitors and to increase the level of visitors’ attention and satisfaction through the understanding of visitors. So, in this paper, we used the observation survey method which is a kind of field research to understand visitors and collect the real data for the analysis of behavior pattern. And this research proposed the following methodology framework consisting of three steps. First step is to select a suitable exhibition to apply for our method. Second step is to implement the observation survey method. And we collect the real data for further analysis. In this paper, we conducted the observation survey method to obtain the real data of the KIDS & EDU EXPO for Children in SETEC. Our methodology was conducted on 160 visitors and 78 booths from November 4th to 6th in 2010. And, the last step is to analyze the record data through observation. In this step, we analyze the feature of exhibition using Demographic Characteristics collected by observation survey method at first. And then we analyze the individual booth features by the records of visited booth. Through the analysis of individual booth features, we can figure out what kind of events attract the attention of visitors and what kind of marketing activities affect the behavior pattern of visitors. But, since previous research considered only individual features influenced by exhibition, the research about the correlation among features is not performed much. So, in this research, additional analysis is carried out to supplement the existing research with data mining techniques. And we analyze the relation among booths using data mining techniques to know behavior patterns of visitors. Among data mining techniques, we make use of two data mining techniques, such as clustering analysis and ARM(Association Rule Mining) analysis. In clustering analysis, we use K-means algorithm to figure out the correlation among booths. Through data mining techniques, we figure out that there are two important features to affect visitors’ behavior patterns in exhibition. One is the geographical features of booths. The other is the exhibit contents of booths. Those features are considered when the organizer of exhibition plans next exhibition. Therefore, the results of our analysis are expected to provide guideline to understanding visitors and some valuable insights for the exhibition from the earlier phases of exhibition planning. Also, this research would be a good way to increase the quality of visitor satisfaction. Visitors’ movement paths, booth location, and distances between each booth are considered to plan next exhibition in advance. This research was conducted at the KIDS & EDU EXPO for Children in SETEC(Seoul Trade Exhibition & Convention), but it has some constraints to be applied directly to other exhibitions. Also, the results were derived from a limited number of data samples. In order to obtain more accurate and reliable results, it is necessary to conduct more experiments based on larger data samples and exhibitions on a variety of genres.

A Cross-National Market Segmentation of Online Game Industry Using SOM

Lee, S., Suh, Y., Kim, J., Lee, K, A Cross-National Market Segmentation of Online Game Industry Using SOM, Expert Systems with Applications, 27:559-570, 2004. – SCIE, ISSN: 0957-4174. pdf

Abstract

To compete successfully in today’s global online game markets, a cross-national analysis for market segmentation is becoming a more important issue, by which companies are able to understand their domestic and foreign loyal customers and concentrate their limited resources into the target customers. However, previous research methodologies for market segmentation were difficult to be conducted on a cross-national analysis because they were performed within a nation. Additionally, the traditional clustering methodologies have not provided a unique clustering nor determined the precise number of clusters. The purpose of our research is to develop a new methodology for cross-national market segmentation. We propose a two-phase approach (TPA) integrating statistical and data mining methods. The first phase is conducted by a statistical method (MCFA: multi-group confirmatory factor analysis) to test the difference between national clustering factors. The second phase is conducted by a data mining method (a twolevel SOM) to develop the actual clusters within each nation. A two-level SOM is useful to effectively reduce the complexity of the reconstruction task and noise. Especially, our research tested the model with Korean and Japanese online game users because they are the frontier of global online game industries.

Keywords

Self-organizational map; Cross-national analysis; Online game; Market segmentation

A Structural Equation Modeling of the Internet Acceptance in Korea

Kim, B., Park, S., Lee, K., A Structural Equation Modeling of the Internet Acceptance in Korea, Electronic Commerce: Research and Applications, 6:425–432, 2007. SSCI. ISSN 1567-4223. pdf

Abstract

The objective of this study is to develop and test an integrated conceptual model of the Internet acceptance. Based on the two dominant theoretical paradigms – the theory of reasoned action (TRA) and the technology acceptance model (TAM) – we propose a model of the Internet acceptance to investigate the relationship between external variables such as individual differences, task characteristics and management support, and individual acceptance of the Internet. The model is tested using data gathered from 374 end users of the Internet in Korean firms and data analysis is conducted using a structural equation modeling with LISREL. Significant relationships are found between experience and usefulness, between experience and ease of use, and between ease of use and usefulness. Organizational support is found to influence usefulness, ease of use and subjective norm. We also observe that actual usage is not influenced by subjective norm, but significantly influenced by experience, usefulness and ease of use. This result implies that individual acceptance of the Internet is significantly related to external factors such as experience, task characteristics and organizational characteristics rather than beliefs

Keywords

Internet acceptance, Technology acceptance model, Self-efficacy, Experience, Task characteristic, Organizational support