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영어

The purpose of this study is to investigate the improvement of prediction performance and changes in variable importance in SEM-ANN two-stage analysis. 366 cosmetics repurchase-related survey data were analyzed and the results were presented. The results of this study are summarized as follows. First, in SEM-ANN two-stage analysis, SEM and ANN models were trained with train data and predicted with test data, respectively, and the R² was showed. As a result, the prediction performance was doubled from SEM 0.3364 to ANN 0.6836. Looking at this degree of R² improvement as the effect size  of Cohen (1988), it corresponds to a very large effect at 110%. Second, as a result of comparing changes in normalized variable importance through SEM-ANN two-stage analysis, variables with high importance in SEM were also found to have high importance in ANN, but variables with little or no importance in SEM became important in ANN. This study is meaningful in that it increased the validity of the comparison by using the same learning and evaluation method in the SEM-ANN two-stage analysis. This study is meaningful in that it compared the degree of improvement in prediction performance and the change in variable importance through SEM-ANN two-stage analysis.