본 연구는 사람과 로봇의 인터랙션을 알아보는 것을 목적으로 한다. 영화 속에서 등장하는 로봇과는 달리 실생활에서 만나는 로봇에는 특정한 성격이 존재하지 않는다. 본 연구는 다른 맥락을 가지고 있는 공간에서 로봇의 성격을 어떤 식으로 매치하는 것이 효과적인가에 대해 논의하고 있다. 본 연구의 목적을 달성하기 위해 외향성, 내향성이라는 두 가지 성격의 유형을 구분하고 선행연구에 기반하여 전통적인 형태의 박물관, 과정 중심적인 박물관 유형 조건으로 피험자간 설계를 실시하였다. 연구 결과, 피험자들은 로봇의 성격만 보았을 때 체험요소에 유의미한 영향을 미치지 못한 것으로 나타났다. 반면 다른 맥락의 장소 조건에서는 사회 정체감 요소에서 유의미한 결과를 보였다. 또한 모든 조건에서의 인터랙션 효과는 유의미하게 영향을 미치는 것으로 나타났다. 흥미로운 사실은 사용자가 가장 선호하는 조건은 외향적 성격의 로봇과 과정 중심적인 박물관 유형이며, 사용자가 가장 선호하지 않는 조건은 외향적 성격의 로봇과 전통적 유형의 박물관이었다. 이러한 결과의 함의에 대해서는 본문에서 논의하고 있다. 통계 분석은 JMP 9을 사용하여 리서치 모델 및 가설을 검증 하였다.
본 연구는 사람과 로봇의 인터랙션을 알아보는 것을 목적으로 한다. 영화 속에서 등장하는 로봇과는 달리 실생활에서 만나는 로봇에는 특정한 성격이 존재하지 않는다. 본 연구는 다른 맥락을 가지고 있는 공간에서 로봇의 성격을 어떤 식으로 매치하는 것이 효과적인가에 대해 논의하고 있다. 본 연구의 목적을 달성하기 위해 외향성, 내향성이라는 두 가지 성격의 유형을 구분하고 선행연구에 기반하여 전통적인 형태의 박물관, 과정 중심적인 박물관 유형 조건으로 피험자간 설계를 실시하였다. 연구 결과, 피험자들은 로봇의 성격만 보았을 때 체험요소에 유의미한 영향을 미치지 못한 것으로 나타났다. 반면 다른 맥락의 장소 조건에서는 사회 정체감 요소에서 유의미한 결과를 보였다. 또한 모든 조건에서의 인터랙션 효과는 유의미하게 영향을 미치는 것으로 나타났다. 흥미로운 사실은 사용자가 가장 선호하는 조건은 외향적 성격의 로봇과 과정 중심적인 박물관 유형이며, 사용자가 가장 선호하지 않는 조건은 외향적 성격의 로봇과 전통적 유형의 박물관이었다. 이러한 결과의 함의에 대해서는 본문에서 논의하고 있다. 통계 분석은 JMP 9을 사용하여 리서치 모델 및 가설을 검증 하였다.
This study investigates human-robot interactions in a museum environment. Unlike robots in movies, robots in real life do not have 'personality,' but instead have a specific purpose and function. This research is primarily about the assignment of specific and appropriate personalities to robots in d...
This study investigates human-robot interactions in a museum environment. Unlike robots in movies, robots in real life do not have 'personality,' but instead have a specific purpose and function. This research is primarily about the assignment of specific and appropriate personalities to robots in different contexts. Methods by which a definite personality can be imparted on a robot are discussed in this research. Previous research has addressed attempts to assign a robot personality based on the task context. However, the discussion of robot personality is incomplete. Therefore, we assumed that a robot's character was dependent on the characteristics of its location of use. We planned a $2{\times}2$ comparison of various robot personalities, i.e., introverted or extroverted paired with either a traditional museum or a process-oriented experiential experience. Based on Schmitt's (1999) strategic experiential modules, experiential factors were derived for each set of conditions. To achieve the objectives of the research, theoretical and empirical research were conducted simultaneously. The software JMP 9 was used to verify the research model and hypotheses.
This study investigates human-robot interactions in a museum environment. Unlike robots in movies, robots in real life do not have 'personality,' but instead have a specific purpose and function. This research is primarily about the assignment of specific and appropriate personalities to robots in different contexts. Methods by which a definite personality can be imparted on a robot are discussed in this research. Previous research has addressed attempts to assign a robot personality based on the task context. However, the discussion of robot personality is incomplete. Therefore, we assumed that a robot's character was dependent on the characteristics of its location of use. We planned a $2{\times}2$ comparison of various robot personalities, i.e., introverted or extroverted paired with either a traditional museum or a process-oriented experiential experience. Based on Schmitt's (1999) strategic experiential modules, experiential factors were derived for each set of conditions. To achieve the objectives of the research, theoretical and empirical research were conducted simultaneously. The software JMP 9 was used to verify the research model and hypotheses.
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문제 정의
This research understands the social-identity experience as an experience that provides the feeling of connection or commonality to an individual’s ideal sense of being or to another person or a cultural service through a robot docent.
가설 설정
H1: A process-oriented experiential museum has more positive effects on a) sensory experience, b) affective experience, c) creative cognitive experience, d) physical experience, and e) social-identity experience than does a traditional museum.
제안 방법
In order to conduct the analysis using the JMP statistics package program, the survey data was coded appropriately. A frequency analysis was conducted to investigate the demographic distribution and general characteristics of the test subjects. A reliability analysis using Cronbach’s alpha coefficient was conducted to allow for a comparison according to the characteristics of the robot and the context of the location.
A survey was conducted to determine if the statements regarding the characteristics of the robot were more closely related to the traditional museum or the process-oriented experiential museum. After conducting the survey, interviews were conducted based on the survey content in order to examine the conditions surrounding the evaluations.
In alignment with this era of competition regarding experiences, this research applied different docent robot characteristics in two museums with different contexts and investigated the most appropriate docent robot characteristics for the particular type and context of museum.
With regard to the context of location, to reduce contamination according to the level of interest, the same content, a Linda McCartney photography exhibition, was presented to all participants. In the process-oriented experiential museum, the exhibition was designed to include photo sharing.
In this research, allowing for a sensory experience by implementing an interactive situation with a robot docent, the factors that stimulate the five senses, such as the voice, actions, and size of the robot’s gestures, are examined with regard to influence on customers.
Within the past year, tour robots have become more common. Research is moving beyond the initial focus of operation and function and shifting to robot personality. Previous research hypothesizes that people assume that museum tour guide robots will have an extroverted personality (Joosse et al.
Therefore, this research establishes the context based on previous research that categorizes museums into traditional museums and process-oriented experiential museums. Based on this categorization, the response of the audience to the specific area of robot docents was examined.
Robot docents, which take the general form of humans, can have a large influence on the social-identity experience in the consumption of a service. This concept was applied to the research at hand as a factor that can influence the attitude or behavior, and verification of these responses was conducted.
This study was conducted as a between-subjects experiment with a 2 (introvert/ extrovert) x 2 (traditional museum/process- oriented experiential museum) matrix.
To compensate for contamination due to the popularity or reputation of characters based on previous interest in the content, the test subjects were shown the photographs of the characters that would be presented in the test. Those were could not identify the individuals shown in the photographs were chosen for inclusion in the study, and it was explained that the people in the photographs were not celebrities.
To determine if the characteristics of the robot and the context of the location were properly implemented, a pre-test manipulation check was performed. A survey was conducted to determine if the statements regarding the characteristics of the robot were more closely related to the traditional museum or the process-oriented experiential museum.
대상 데이터
A total of 64 undergraduate students form a large university in South Korea participated in this experiment. Participants were randomly assigned to one of four conditions.
Excluding any insincere and incomplete participant responses, the data from 60 test subjects was analyzed. In order to conduct the analysis using the JMP statistics package program, the survey data was coded appropriately.
Participants were randomly assigned to one of four conditions. The robot used in the experiment was an NAO robot. The four robot/museum combinations of introverted – traditional museum guide, introverted - process-oriented experiential museum guide, extroverted – traditional museum guide, extroverted - process-oriented experiential museum guide included both action and voice.
데이터처리
A reliability analysis using Cronbach’s alpha coefficient was conducted to allow for a comparison according to the characteristics of the robot and the context of the location.
A reliability analysis using Cronbach’s alpha coefficient was conducted to allow for a comparison according to the characteristics of the robot and the context of the location. A two-way full factorial ANOVA was applied to examine the differences in the groups and to verify the validity and reliability of the experiential marketing and the intention of action. The full factorial ANOVA shows the primary influences of all the factors and covariants, as well as the interactive influences between all of the factors.
For the first time, a two-way full factorial ANOVA with identity response was conducted to test the entire model, and a reliability test was used to determine the validity of the statements. Then, to investigate the main parameters affecting H1: ‘The process-oriented experiential museum condition has a more positive effect on sensory experiences compared to the traditional museum,’ ANOVAs were conducted.
이론/모형
Those were could not identify the individuals shown in the photographs were chosen for inclusion in the study, and it was explained that the people in the photographs were not celebrities. The WoZ (Wizard of Oz) method was used to present photographs to the test subjects using a digital blackboard. Then the same content was shown in the next room in the same order using the explanation of the robot.
성능/효과
All of conditions that showed interaction effects, it is interesting that the results of interaction between type and category of museums and robot personality showed a significant effect on sensory experience (p=<.0001), affective experience ( p=<0.0001), creative cognitive experience (p=<0.0001), physical experience (p=<0.0001), and social-identity experience (p=<0.0001).
In comparison, experiential marketing understands the customer as both rational and emotional and provides a distinctive marketing approach based on that understanding. Fourth, marketing tools are multifaceted. Experiential marketing is not limited to one methodology but thrives in a multifaceted dimension.
Each of the factors, which were evaluated using SEM modules, was evaluated differently depending on the type of location, and there was a larger influence in the process-oriented museum context. Second, differences dependent on the characteristics of the robot were found to be significant only for social-identity experience. Third, each of the factors that were evaluated using SEMs modules was shown to significantly influence attitude.
Second, differences dependent on the characteristics of the robot were found to be significant only for social-identity experience. Third, each of the factors that were evaluated using SEMs modules was shown to significantly influence attitude.
H2: An extroverted robot docent personality has a more positive effect on a) sensory experience, b) affective experience, c) creative cognitive experience, d) physical experience, e) social-identity experience than does a robot docent with an introverted personality.
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