Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
권호 표지
DOI QR코드

DOI QR Code

Analysis of Electronic Book User Needs through Fuzzy AHP & Conjoint Analysis

퍼지 계층적 의사결정 기법과 컨조인트 분석을 활용한 국내 전자책 이용그룹의 요구수준 분석

  • Yoon, Su-Jin (Dept. of Management Engineering, Sangmyung University) ;
  • Jung, Ho-Sang (Dept. of Management Engineering, Sangmyung University)
  • 윤수진 (상명대학교 경영공학과) ;
  • 정호상 (상명대학교 경영공학과)
  • Received : 2011.03.24
  • Accepted : 2011.04.06
  • Published : 2011.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

With the success of Kindle, an electronic book reader developed by Amazon.com, there has been a growing interest in both electronic books and readers in Korea. In this paper, we analyze electronic book user needs through fuzzy analytic hierarchy process (AHP) and conjoint analysis. First, we select the important factors which can affect the intention to purchase electronic book readers by applying the fuzzy AHP with the help of electronic book experts. Next, we perform conjoint analysis to reveal the detailed needs of electronic book users for each of the selected factors. Some useful implications and research limitations are also presented with future research directions.

Amazon.com의 Kindle의 성공과 더불어 국내에도 전자책 및 전자책 단말기에 대한 관심이 증가하고 있다. 본 논문에서는 퍼지 계층적 의사결정 기법과 컨조인트 분석을 활용하여 국내 전자책 이용 그룹의 요구수준을 분석하고자 한다. 우선 퍼지 계층적 의사결정기법을 활용하여 전자책 전문가를 대상으로 전자책 전용 단말기 구매에 영향을 미칠 수 있는 주요요인을 선별해 낸다. 다음으로 전자책 이용그룹을 대상으로 주요요인별 요구수준을 파악하기 위해 컨조인트 분석을 수행한다. 끝으로 연구의 의의와 한계, 향후 연구방향을 함께 제시한다.

Keywords

References

  1. PWC, "Grobal entertainment and media outlook 2009-2013," 2009.
  2. Korean publishers association, "Korean Publication Yearbook," 2009.
  3. Yankee Group's, "Yankee Group's US E-Book Reader Forecast: Kindling a Fire," 2010.
  4. J.W. Jeong, "Current Use of e-Books and their Development Perspective," Journal of Korea Association for Communication and Information Studies, No. 31, pp. 327-354, Nov. 2005.
  5. S.H. Ha and K.S. Park, "Technology Overview of eBook Reading Devices and Future Trend," Journal of The Korean Institute of Information Scientists and Engineers,, Vol. 18, No. 9, pp. 4-12, Sep. 2000.
  6. S.K. Ko, W.S. Sohn, K.H. Lee, S.H. Kim, S.B. Lim, and Y.C. Choi, "The Study on Conversions of eBook Document Standards," Journal of The Korean Institute of Information Scientists and Engineers, Vol. 28, No. 2, pp. 448-450, Oct. 2001.
  7. J.K. Kim, W.S. Shon, S.B. Lim, S.H. Kim, and Y.C. Choi, "Developing a Test Tool for Electronic Book Standard Conformance," Journal of Society for e-Business Studies, Vol. 9, No. 1, pp. 269-284, Feb. 2004.
  8. J.H. Jung and I.J. Park, "A Study of the Using Status and Environment of Domestic e-Books in Academic Libraries of Junior Colleges," Journal of Korean Bibilia Society for Library and Information Science, Vol. 17, No. 2, pp. 201-222, Dec. 2006.
  9. S.H. Jang and S.W. Han, "A Study on Usability Evaluation Factors for e-Book User Interface," Journal of the Korean Society for Information Management, Vol. 21, No. 3, pp. 269-287, Sep. 2004. https://doi.org/10.3743/KOSIM.2004.21.3.269
  10. R. Burk, "E-book devices and the marketplace: in search of customers," Library Hi Tech, Vol. 19, No. 4, pp. 325-331, 2001. https://doi.org/10.1108/07378830110411907
  11. J.A.C. García, J.A. Arévalo and H.M. Rodero, "The emergence of electronic books publishing in Spain," Library Hi Tech, Vol. 28, No. 3, pp. 454-469, 2010. https://doi.org/10.1108/07378831011076693
  12. K.-H. Lee, N. Guttenberg and V. McCrary, "Standardization aspects of eBook content formats," Computer Standards & Interfaces, Vol. 24, No. 3, pp. 227-239, Jul. 2002. https://doi.org/10.1016/S0920-5489(02)00032-6
  13. N. Shiratuddin, M. Landoni, F. Gibb, and S. Hassan, "E-Book Technology and Its Potential Applications in Distance Education," Journal of Digital Information, Vol. 3, No. 4, 2003.
  14. S.S. Rao, "Electronic book technologies: an overview of the present situation," Library Review, Vol. 53, No. 7, pp. 363-371, 2004. https://doi.org/10.1108/00242530410552304
  15. L.A. Zadeh, "Fuzzy sets," Information and Control, Vol. 8, No. 3, pp. 338-353, Jun. 1965. https://doi.org/10.1016/S0019-9958(65)90241-X
  16. P.J.M van Laarhoven and W. Pedrycz, "A Fuzzy Extension of Saaty's Priority Theory," Fuzzy Sets and Systems, Vol. 11, No. 1-3, pp. 199-227, 1983. https://doi.org/10.1016/S0165-0114(83)80082-7
  17. R.D. Luce and J.W. Tukey, "Simultaneous conjoint measurement: a new type of fundamental measurement," Journal of Mathematical Psychology, Vol. 1, No. 1, pp. 1-27, Jan. 1964. https://doi.org/10.1016/0022-2496(64)90015-X
  18. S.S. Lee , "A Study on the Analysis of Purchasing Decision Factors in relation to the Properties of the Product - Focused on Cellular Phones Market," Master's Thesis, University of Kyunghee, Seoul, Korea, 2006.
  19. Y.T. Park, "Technology knowledge management," Life and Power press, 2007.
  20. Y.J. Joo and M.J. Lee, "Comparison between effects of buying factors on two consumer segments by innovative behavior for digital convergence product," Journal of Korean Operations Research and Management Science Society, Vol. 25, No. 1, pp. 169-191, Mar. 2008.
  21. D.K. Nam, H.R. Jeon, and M.K. Choi, "A Study on the Purchase Decision Structure of Mobile Multimedia Service," Journal of Korea Information and Communications Society, Vol. 30, pp. 499-506, 2005.
  22. T.L. Satty, "Analytic Hierarchy Process," McGraw- Hill, 1980.
  23. P.E. Green and V. Srinivasan, "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Vol. 5, No. 2, pp. 103-123, Sep. 1978. https://doi.org/10.1086/208721
  24. I.A. van der Lans, and W.J. Heiser, "Constrained part-worth estimation in conjoint analysis using the self-explicated utility model*1," International Journal of Research in Marketing, Vol. 9, No. 4, pp. 325-344, Dec. 1992. https://doi.org/10.1016/0167-8116(92)90004-5
  25. J.S. Yang, "A study on the preference of customer's Spatial Attributes in Department store: Relative Contingent Valuation of Spatial Attributes By Conjoint Analysis," Master's Thesis, University of Seoul. 2000.
  26. B.B. Jackson, "Multivariate data analysis : an introduction, The Irwin series in marketing," Homewood, Ill : R.D. Irwin, Vol. 244, 1983.
  27. C.H. Wee , "Comparison of Brand Equity and Customer's Selection Attributes in Korean Airline Industry," Master's Thesis, University of Sejong, Seoul, Korea, 2003.