• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.1
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• pp.25-37
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• 2015

본 연구의 목적은 해외여행 동기에 따라 여행자들의 집단을 나누고 각 집단별로 해외여행시 구매하는 상품이나 이용 매장의 특성을 비교하는데 있다. 문헌연구를 통해 여행동기와 구매상품의 종류와 속성, 쇼핑장소의 유형과 속성에 대한 주요 문항들을 추출하였다. 20-50대 해외여행 경험자 431명을 대상으로 설문조사를 실시하였고 K-평균 군집분석을 통해, 적극적 집단, 소극적 집단, 자연 쾌락추구 집단, 가족 발견추구 집단의 4개의 군집이 확인되었다. 적극적인 여행자들은 해외에서 구매하는 모든 상품종류에 대해 가장 높은 관심을 보였으며 다른 세 집단보다 유의하게 차이가 있었다. 특히 소극적인 여행자나 자연 쾌락추구 여행자들보다 패션 사치품이나 기념품 구매를 중요하게 생각하는 것으로 나타났다. 또한 상품 속성에서 디자인과 명성, 실용성, 가격과 품질 등의 요인들을 중요하게 고려하였다. 구매 장소 측면에서는 적극적 집단은 지역 시장, 패션매장, 선물매장 순으로 선호하였으며 소극적인 여행자들은 패션매장을 더 선호하는 것으로 나타났다. 구매장소 속성의 중요도는 편의성, 디스플레이, 매장위치 및 판촉활동 순으로 중요시되었으며 적극적인 여행자들은 다른 세 집단 여행자들보다 매장 편의성에 대한 관심이 유의하게 높았다. 가족 발견중심 여행자와 자연 쾌락추구 여행자 집단은 쇼핑행동이 비슷하거나 일부 요인에서만 차이가 있었다. 소극적 여행자들은 나머지 세 집단과 구별되게 모든 쇼핑행동에 대한 관심이 낮았다. 여행동기에 근거한 시장세분화는 서로 다른 쇼핑행동을 예측할 수 있는 변별력이 있음을 보여주었다.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.11
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• pp.5052-5059
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• 2012

This study was carried out to find consumers' attributes and willingness to pay(WTP) of agricultural products cultivated from plants factory system. The agricultural products were sorted into lettuce, strawberry, Ligularia fischeri(wild edible greens), and ginseng. We made the questionaires to survey consumers' purchasing attributes and preference of agricultural products. Finally, 200 valid replies were selected to analyze consumers' attributes and to estimate marginal willingness to pay. We used conjoint analysis and multinomial logit model for empirical analysis. MWTPs of commodities are estimated as follows; Lettuce is 1,016KW(100g), Strawberry is 6,014KW(2kg), Ligularia fischeri is 3,652KW(100g), and Ginseng is 5,905KW(100g). Several attributes of consumers' purchasing behavior were identified from this study. We suggested several implications to formulate more appropriate policy of plants factory system.

• Environmental and Resource Economics Review
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• v.16 no.4
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• pp.873-900
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• 2007

Non-market valuation studies tend to assume that individual households have homogeneous preferences for a non-market good to value. However, since the preferences for non-market goods, especially environmental goods are more likely to be heterogeneous by nature, it may be more appropriate to assume heterogeneous preferences for non-market goods, which may in turn may lead to reduced biases in the WTP estimation. This study investigate the extent to which individual households have heterogeneous preferences for reduced concentrations of radon, a radioactive indoor air pollutant, for road safety, and for nuclear power safety. We also analyze the effect of heterogeneity assumption on the results of model and WTP estimation. Using the choice experiments and mixed logit models, we found that allowing for heterogeneous preferences improved model fitness and that there existed heterogeneous preferences for both reduced radon concentration and road safety, albeit not for nuclear power safety. The mean WTP for reduced radon concentrations and road safety increased by factors of 2.44 and l.74 respectively with the models allowing for heterogeneous preferences.

• Food Science and Preservation
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• v.17 no.3
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• pp.418-424
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• 2010

Although the wine industry continues to grow, little empirical research on consumer preferences has been conducted. Thus, our objective was to analyze consumer views on wine attributes. A choice experiment (CE) was designed to detect a marginal willingness to pay for particular characteristics of wine (balance, flavor, color, clarity, and value-for-money). A questionnaire was administered and 286 responses were received. A multinomial logit model was estimated using the maximum likelihood method. The results indicated that balance, flavor, color, clarity, and price were all important to consumers. The CE data revealed that estimates of marginal willingness to pay were 31,899 won/bottle for balance, 23,088 won/bottle for flavor, 3,230 won/bottle for color, and 25,936 won/bottle for clarity. The balance of a wine was most important, and the flavor, clarity, and color were also significant. The results of this work will be of assistance in promoting the domestic wine industry.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.4
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• pp.59-66
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• 2015

The rapid development of information communication technology(ICT) is born opportunities of business venturing and many items of start-up. On the smart media era, there are a lot of location based services. Thus we researched to find which factors impact location based constructs on smartphone environment in this study. We have conducted a preference analysis of the influencing factors for location based constructs for our study. In first steps, based constructs that were already known by empirical studies were categorized information, entertainment, safe&emergency, navigation&tracking and advertising&commerce. In second steps, the preference relationship among the categorized constructs were analyzed using AHP(analytic hierarchy process) technique. Participants of this study were 106 students H university in Daejeon-city during 2014. 10. 11 to 2014. 10. 25. The result of the analysis might be summarized that the chatting(0.170) has the highest preference among the above constructs. Based on these findings, several theoretical and practical implications were suggested and discussed.

• Environmental and Resource Economics Review
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• v.30 no.1
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• pp.49-77
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• 2021

This study uses a choice experiment approach to examine whether different types of feedstocks as well as other attributes such as the cost of bioethanol, bioethanol blending ratio, and government support policies affect consumers' biofuel preferences. We apply a standard conditional logit model, a mixed logit model (MLM), and individual coefficient estimation model (ICM) to estimate the parameters of the investigated attributes. The results show that people prefer domestic and non-food feedstock, along with tax exemption as a support policy. All the attributes show unobservable preference heterogeneity in the MLM and ICM. In particular, willingness to pay for attributes are higher in the genetically modified (GM) feedstock-unknown group than in the known one. We show the importance of using domestic and non-food feedstocks and managing GM feedstocks carefully to avoid consumer resistance when producing bioethanol in South Korea.

• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.944-949
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• 2008

온라인거래가 폭발적으로 증가하면서 온라인결제에 대한 이용자 수요가 증가하고 있다. 특히 최근 들어 온라인소액결제는 다양한 디지털재화(MP3, VOD, 사이버머니 등)를 구입하는 데 활발하게 사용되고 있으며, eBay의 PayPal, 구글의 Checkout 등 해외에선 이미 차세대 온라인 비즈니스 영역으로 주목 받고 있다. 온라인소액결제는 전자 상거래에서 사용되는 결제 방식으로 금액이 작은 온라인 거래에서 사용되는 결제를 말한다. 하지만 온라인소액결제에 대한 국내외적인 성장에도 불구하고 이 분야에 대한 연구는 거의 전무한 상황이다. 본 논문에서는 온라인소비자들이 온라인 환경에서 소액결제를 이용할 때, 선호하는 결제수단과 중요시 여기는 속성에 대한 실증연구를 진행했다. 온라인 소액결제는 연령층에 따라 신용카드 결제와 상품권, 사이버머니 등의 결제 선호로 나뉘어 지고, 개인정보 보장 등과 같은 안전성에 관련된 속성을 중요시 하는 것으로 나타났다. 이와 같은 결과는 향후, 온라인 소액결제에 대한 소비자 특성과 도입 및 발전전략에 대한 다양한 해석을 통해 이비즈니스 분야에 실질적으로 활용될 수 있을 것이다.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2000.11a
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• pp.171-177
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• 2000

본 연구는 ‘문화적 미래형 감성디자인 개발’을 위한 Car AV시스템 개발 프로젝트의 일환으로서 기존 제품의 사용성 평가와 사용자 관찰 방법 등을 통해 사용 환경과 사용자의 이용 행태에 관해 조사하고, 특히 컨조인트 분석을 통해 사용자의 선호도에 주요한 영향을 미친 신뢰성 있는 속성을 규명하고자 하는데 목적이 있다. 컨조인트 분석 프로세스에서 추출된 독립적인 각각의 속성과 수준들의 조합안을 바탕으로 사용자 선호도 조사를 함으로써 궁극적으로는 최적의 속성과 수준의 조합안을 제시하고자 한다. 또한 컨조인트 분석을 위해서 인터넷을 이용한 조사 시스템 구축과 활용 과정에 대해 살펴봄으로써 이의 실질적인 활용과 문제점에 관해 고찰하고자 한다.

• Environmental and Resource Economics Review
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• v.23 no.2
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• pp.281-304
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• 2014

This research presents that exogenous characteristics of consumers affect eco-friendly vehicle preference. The car consumers are classifies into two groups by their characteristics - sex, age, and fuel expense. To find differences in the preference for eco-friendly vehicle, marginal utilities and compensate variations of vehicle attributes are estimated. The results suggest that there are significant differences in marginal utilities and compensate variations. However, the compensate variation is more reliable standard to test the preference differences because utility is a subjective measure. Men and old people have stronger preference for the fuel efficiency than women and young people. High fuel expense people have more preference for short time charging vehicles than low fuel expense people. In addition, gasoline vehicles are more attractive to young people than old people.

• Science of Emotion and Sensibility
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• v.15 no.4
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• pp.565-574
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• 2012

This study focuses on a consumer-based design process that overcomes practical drawbacks of the previously used design process. On the contrary of the existing method of attracting design attributes by designers' own insights, it present the PRETREE model that attracts the important design attributes of the products based on consumer preferences. The PRETREE model has the advantage that it does not require identifying design attributes a priori. For the wire-wireless telephones, this study presents the identifying process the important design attributes empirically using PRETREE Model. The PRETREE Model has been widely used in the fields of psychology, consumer science, economics and business administration. It might also be useful in the design field because it can identify the important design attributes objectively without designers' own insights.