디지털융복합연구 (Journal of Digital Convergence)

  • 제12권3호
  • /
  • Pages.69-77
  • /
  • 2014
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

AHP를 이용한 스마트TV 제품모델 선정 방법

Method for Selecting a Smart Television Product Model Using AHP

  • 변대호 (경성대학교 경제금융물류학부)
  • 투고 : 2013.12.30
  • 심사 : 2014.03.20
  • 발행 : 2014.03.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

스마트 TV는 일반 TV와 달리 방송시청이라는 목적 외에 다양한 기능을 가지고 있기 때문에 구매자들은 제품 선정시 복잡한 의사결정 문제에 직면하게 된다. 제조사별로 다양한 모델이 출시되고 있기 때문에 이들 제품들 간 비교 평가를 요구하고 있다. 본 연구는 소비자들이 스마트 TV를 구입할 때 고려되어야 하는 선정기준을 도출하고, 계층적 분석과정(AHP)을 사용한 일련의 의사결정 방법을 제안한다. 이용자테스트 방법을 제안하며 Expert Choice를 사용하여 구현 예를 보인다.

Because smart televisions (TVs) have various and innovative functions that are different from traditional TVs, consumers are front with a complex decision-making problem when they want to buy a best TV among alternatives made by many TV makers. TV manufactures have developed and announced different types of smart TV models and they need a comparative study for evaluating their characteristics. In this paper, we suggest the Analytic Hierarchy Process(AHP) method for deciding the best smart TVs regarding many selection criteria. The method provides a decision support for consumers who like to purchase a smart TV. We describe criteria affecting the smart TV selection through a literature review and suggest a user testing method in order to derive accurate judgments from consumers. Using the Expert Choice software package, we show a an numerical example how the priority of smart TVs are computed.

키워드

참고문헌

  1. Kang, H. R. et al., Smart TV and change of media paradigm. KISDI Report pp. 11-06, 2011.
  2. Kim, M. K., Park, J. H., and Choi, Y. W., The industrial strategies for global leading of smart TV. Electronics and Telecommunications Trends, Vol. 25, No. 5, October, 2010.
  3. Kim, S. W., Building a sustainable UX eco system under N-screen and cloud computing paradigm. Journal of Ergonomics Society of Korea, Vol. 29, No. 4, pp. 553-561, 2010. https://doi.org/10.5143/JESK.2010.29.4.553
  4. Kim, Y. H., N-screen strategies and trend analysis. Broadcasting and Telecommunication Policy, Vol. 22, No. 20, 2009.
  5. Kim, H., K, Kim, J. C., and Oh, K. S., A study on a legal status and regulation direction about Smart TV on global media times. Broadcasting and Telecommunications Studies, Vol. 12, No. 2, pp. 79-114, 2011.
  6. Moon, C. S. and Choi, M. J., The explanatory study on the effect of mart TV appearance on domestic broadcasting environment. Broadcasting and Telecommunications Studies, Winter, pp. 147-170, 2010.
  7. Park, M. S., Evolution direction of OTT service industry and key issues. Broadcasting and Telecommunication Policy, Vol. 23, No. 15, KISDI, pp. 1-30, 2011.
  8. Park, S. Y. and Yoo, S. H., Consumers' preference on smart TV. Journal of Korea Industrial Economic Association, Vol. 25, No. 2, pp. 1401-1417, 2012.
  9. Park, J. H. and Chung, D. B., Buying determinants of the customers for smart TV: Focusing on the entry strategies of Apple's TV market. Journal of the Korea Management Engineers Society, Vol. 16, No. 3, pp. 205-223, 2011.
  10. Song, M. J., Impact on media market and implications by smart TV innovation. DIGIECO, June 25, 2010.
  11. Lee, G. H., Kim, M. C., and Lee, W. H., UI technology trend for improving UX of smart TV. Journal of KIISE, August, pp. 18-25, 2011.
  12. Shin, Y. K., Choe, J. H., Remote control interaction for individual environment of smart TV. Journal of the Korea Contents Association, Vol. 11, No. 11, pp. 70-78, 2011. https://doi.org/10.5392/JKCA.2011.11.11.070
  13. Lee, H. J., Lim, Y. S., and Ahn, M. J., Apple's new apple TV: characteristics and implications. DIGIECO, Digieco Report, 2010.
  14. Chung D. N., A study on structural change of media industry according to smart TV appearance. KBS Research Report, 2010.
  15. Chung D. N. and Choi, S. J., Smart TV technologies and media policies. Broadcasting and Telecommunications Studies, Winter, pp. 77-103, 2011.
  16. Jeong, Y. H., Ahn, C. H., and Hong, J. W., Technology trend of smart TV. Journal of the Korean Society of Broadcast Engineering, Vol. 16, No. 1, pp. 65-75, 2011.
  17. Cho, Y. S., Competitive landscape toward smart TV. Korean Journal of Broadcasting, Vol. 25, No. 2, pp. 233-266, 2011.
  18. Choi. Y. J., Analysis of the difference of business models between Apple and Google. DIGIECO, 2010.
  19. Choi, J. S., Service trends of online VOD in smart TV era. Journal of the Korean Society of Broadcast Engineering, Vol. 16, No. 2, pp. 76-81, 2011.
  20. Han, D. S. et al., Technology trend of smart TV. Journal of Korean Institute of Electromagnetic Engineering and Science, Vol. 22, No. 2, pp. 44-51, 2011.
  21. Han, Y. S., Market competition between Apple's TV and Google's TV. LGERI Report, pp. 2-15, 2010.
  22. Ailawadi, K., Neslin, S. A., and Gedenk, K., Purchasing the value conscious consumer: store brands versus national brand promotions. Journal of Marketing, 65, pp. 71-89, 2001. https://doi.org/10.1509/jmkg.65.1.71.18132
  23. Ailawadi, K. L. and Keller, K. L., Understanding retail branding: conceptual insights and research priorities. Journal of Retailing, Vol. 80, pp. 331-342, 2004. https://doi.org/10.1016/j.jretai.2004.10.008
  24. Badre, A. N., Shaping Web Usability: Interaction Design in Context. Addison-Wesley, 2002.
  25. Baker, J., Parasuraman, A., Grewal, D., and Voss, G. B., The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, Vol. 66, No. 2, pp. 120-141, 2002.
  26. Besharati, B., Azarm, S., and Kannan, P. K., A decision support system for product design selection: A generalized purchase modeling approach. Decision Support Systems, Vol. 42, pp. 333-350, 2006. https://doi.org/10.1016/j.dss.2005.01.002
  27. Blattberg, R. C. and Wisniewski, K. J., Price-induced patterns of competition. Marketing Science, Vol. 8, No. 4, pp. 291-310, 1989. https://doi.org/10.1287/mksc.8.4.291
  28. Cooke, D. J. et al., Marketing the unfamiliar: the role of context and item-specific information in electronic agent recommendations. Journal of Marketing Research, Vol. 39, No. 4, pp. 488-497, 2002. https://doi.org/10.1509/jmkr.39.4.488.19121
  29. Darian, J. C., Wiman, A. R., and Tucci, L. A., Retail patronage intentions: the relative importance of perceived prices and salesperson service attributes. Journal of Retailing and Consumer Services, Vol. 12, No. 1, pp. 15-23, 2005. https://doi.org/10.1016/j.jretconser.2004.01.002
  30. Green, P. E. and Rao, V. R., Conjoint measurement for qualifying judgmental data. Journal of Marketing Research, Vol. 8, 1971.
  31. Hanson, W., Principles of Internet Marketing. Cincinnati, OH: South-Western College Publishing, 2000.
  32. Inman, J. J., Winer, R. S., and Ferraro, R, The interplay among category characteristics, and customer activities on in-store decision making. Journal of Marketing, September, Vol. 73, pp. 19-29, 2009.
  33. ISO 9241-11, Ergonomic Requirements for Office Work with Visual Display Terminals (VDTs), Part 11: Guidance on Usability. International Organization for Standardization, 1998.
  34. Keeney, R. L. and Raiffa, H., Decisions with Multiple Objectives. John Wiley and Sons, New York, 1976.
  35. McFarland, D. J. and Hamilton, D., Adding contextual specificity to the technology acceptance model. Computers in Human Behavior, Vol. 22, No. 2, pp. 427-447, 2006. https://doi.org/10.1016/j.chb.2004.09.009
  36. Moon, J., Chadee, D., and Tikoo, S., Culture, product type, and price influences on consumer purchase intention to buy personalized products online. Journal of Business Research, Vol. 61, No. 1, pp. 31-39, 2008. https://doi.org/10.1016/j.jbusres.2006.05.012
  37. Nielsen, J., Designing Web Usability: The Practice of Simplicity. New Riders Publishing, 2000.
  38. Pan, Y. and Zinkhan, G. M., Determinants of retail patronage: a meta-analyticsal perspective. Journal of Retailing, Vol. 82, No. 3, pp. 229-243, 2006. https://doi.org/10.1016/j.jretai.2005.11.008
  39. Parasuraman, A., Zeithaml, V. A., and Berry, L. L., SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, Vol. 64, No. 1, pp. 12-40, 1998.
  40. Peppers, D. and Rogers, M., Enterprise One to One, New York: Doubleday, 1997.
  41. Prabhala, S. and Ganapathy, S., Emerging artificial intelligence application: transforming television into smart television. Studies in Computational Intelligence, Vol. 381, pp. 311-318, 2011. https://doi.org/10.1007/978-3-642-23418-7_27
  42. Roca, J. C., Chiu, C. M., and Martinez, F. J., Understanding e-learning continuance intention: An extension of the Technology Acceptance Model. Int. J. Human-Computer Studies, Vol. 64, pp. 683-696, 2006. https://doi.org/10.1016/j.ijhcs.2006.01.003
  43. Saaty, T. L., The Analytic Hierarchy Process. McGraw-Hill, New York, 1980.
  44. Saaty, T. L. and Kearns, K., Analytical Planning: The Organization of Systems. Pergamon Press, Oxford, 1985.
  45. Sarma, P., Sivakumaran, B., and Marshall, R., Impulse buying and variety seeking: a trait-correlates perspectives. Journal of Business Research, Vol. 63, pp. 276-283, 2010. https://doi.org/10.1016/j.jbusres.2009.03.013
  46. Spool, J. M., Scanlon, T., Schroeder, W., Snyder, C., and DeAngelo, T., Web Site Usability. A Designer's Guide. Morgan Kaufman Publishers, Inc, 1999.
  47. Tafesse, W. and Korneliussen, T., Identifying factors affecting consumers purchase incidence at retail trade shows. Journal of Retailing and Consumer Services, Vol. 19, pp. 438-444, 2012. https://doi.org/10.1016/j.jretconser.2012.04.005
  48. Wang, H., Kalwani, M.U., and Akcura, T., A Bayesian multivariate Poisson regression model of cross-category store brand purchasing behavior. Journal of Retailing and Consumer Services, Vol. 14, 369-382, 2007. https://doi.org/10.1016/j.jretconser.2007.02.004
  49. Zeithaml, V. A., Parasuraman, A., and Malhotra, A., Service quality delivery through Web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, Vol. 30, pp. 362-375, 2002. https://doi.org/10.1177/009207002236911