성균관대학교 · 공학
Kun Chang Lee 교수의 연구실은 디지털 금융 서비스, 온라인 소비 행동, 그리고 지능형 의사결정 시스템 분야에서 핵심적인 연구를 수행하고 있습니다. 특히 모바일 뱅킹의 품질 요소가 소비자 신뢰와 만족도에 미치는 영향, 오프라인 신뢰가 온라인 서비스 인식에 미치는 영향, 성별에 따른 온라인 쇼핑 시각 주의 패턴의 차이를 분석하는 데 초점을 맞추고 있습니다. 또한, 퍼지 인식 지도(Fuzzy Cognitive Map)를 활용한 복잡한 전략적 의사결정 문제의 해소와 다층적 추론 기반 분석 기법을 개발하여 실무적 의사결정 지원 시스템을 구축하고 있습니다.
표시된 성과는 수집된 데이터 기준으로 산출되며, 일부 차이가 있을 수 있습니다.
As mobile technology has developed, mobile banking has become accepted as part of daily life. Although many studies have been conducted to assess users’ satisfaction with mobile applications, none has focused on the ways in which the three quality factors associated with mobile banking – system quality, information quality and interface design quality – affect consumers’ trust and satisfaction. Our proposed research model, based on DeLone and McLean’s model, assesses how these three external qua
Research has provided little evidence that trust in an offline bank can encourage adoption of the bank's online business. Yet, more and more brick-and-mortar banks and other businesses are investing in online Web sites that supposedly ldquoleveragerdquo positive consumer impressions of their offline business. The main purpose of this study is to test empirically whether or not trust in an offline bank transfers (i.e., influences) perceptions about that company's online bank. In order to do so, w
Growth in online marketing has been unprecedented, and mainstream shopping is shifting from traditional stores to online shopping channels. However, many aspects of online consumer behavior remain unaddressed. In particular, the effects of gender differences in visual attention on shopping attitudes are a great challenge in online retailers’ attempts to understand consumers’ cognitive processing and strategies. This study was designed to investigate the effects of gender on visual attention to o
The objective of this paper is to apply fuzzy cognitive map (FCM)-related techniques to (1) extract causal knowledge from a specific problem-domain, (2) construct a hierarchical knowledge base, and (3) perform a bi-directional inference. The causal knowledge base built by FCM can be described as a matrix form, guaranteeing mathematically compact operation compared with a production (if–then) knowledge base. Based on the causal knowledge base, we can break down a given decision problem into a mul
It is very difficult for strategic planning managers to fully understand complex chains of influence process of the changing environment on the per formance of implemented strategy. To resolve this kind of problem, this paper presents a mechanism of integrating fuzzy cognitive map knowledge with a strategic planning simulation, where a fuzzy cognitive map (FCM) helps decision makers under stand the complex dynamics between a certain strategic goal and related environmental factors. We use a diff
