• 한국조리학회지
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• 제14권4호
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• pp.106-118
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• 2008

Even though the number of food courts increased in recent years, there were few studies about them. Considering the effects of a food court on the sales of a mall or other shopping spots, it was necessary to analyze what kind of attribute attracts customers. For this research, conjoint analysis was used to test which attribute was the most decisive factor, and the results of this study were as follows. First, price was the first factor that customers attached great importance to. Next were time required from order to eat and menu diversity. Second, cluster analysis used by the individual value of utilities derived through the conjoint analysis showed two clusters. Third, the most preferred food court form gained 35.4% potential market share from the simulation. The information gained from this analysis provided an important starting point for marketing and determined what kind of attribution was considered in being part of the malls or buildings. Also, it could be made full use of creating and executing the most effective marketing strategies.

• Journal of Information Technology Applications and Management
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• 제24권4호
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• pp.93-115
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• 2017

The ability of smartphones to facilitate various services like mobile banking, e-commerce and mobile payments has made them part of consumers' lives. Conjoint analysis (CA) is a marketing research approach used to assess how consumers' preferences for products or services develop. The potential applications of CA are numerous in consumer electronics, banking and insurance services, job selection and workplace loyalty, consumer packaged goods, and travel and tourism. Choice-Based Conjoint (CBC) analysis is the most commonly used CA approach in marketing research. The purpose of this study is to utilise CBC analysis to investigate the relative importance of smartphone attributes that influence consumer smartphone preference. An experiment was designed using Sawtooth CBC Software. 326 students attempted the online survey. Utility values were derived by Hierarchical Bayes (HB) estimation and used to explain consumers' smartphone preferences. All the six attributes used for the study were found to significantly influence smartphone preference. Smartphone brand was the most important, followed by the price, camera, RAM, battery life, and storage. This study is one of the first to use Sawtooth CBC analysis to assess consumer smartphone preference based on the six attributes. We provide implications for the development of new smartphones based on attributes.

• 응용통계연구
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• 제29권5호
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• pp.921-933
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• 2016

본 연구는 대안이 많지 않은 의사결정에서 계층적 의사결정론(analytic hierarchy process)과 컨조인트 분석 간의 비교를 다루었다. 계층적 의사결정론은 속성들의 쌍대비교 과정을 거쳐 속성의 중요도를 추정한 후 대안들의 순위를 추정하는 방법이며, 컨조인트 분석은 대안의 순서로부터 속성의 효용을 추정하는 방법으로, 의사결정의 과정이 다르기에 두 방법을 직접적으로 비교하는 것은 다소 한계가 있다. 본 연구에서는 Scholl (2004)의 타당도 척도를 사용하여 두 방법을 S대학 여학생들의 화장품 선택 사례 연구를 통하여 두 방법을 서로 비교하였다. 사례연구 결과 컨조인트 분석은 내적타당도가 높게 나타났으며, 계층적 의사결정분석 방법은 예측타당도가 높게 나타남을 볼 수 있었다.

• 한국식생활문화학회지
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• 제24권1호
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• pp.51-57
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• 2009

The purpose of the study was to assess the relative preference for hot & spicy sauces using conjoint analysis, with focus on English consumers. From the results of the study, we were able to derive a standard with the best sauce attributes. The respondent group was selected from the CCFRA's customer database. The qualification criteria for inclusion in the sample were: the primary grocery shopper in the household, a consumer of a range of home cooked oriental & far eastern cuisines, enjoyed hot & spicy chili-based foods, and willing to buy hot chili-based oriental sauces. A total of 676 respondents completed the survey in which 76% were women, and all respondents were between the ages of 18 and 65 years. An online survey method was used and a conjoint analysis was adopted. In conjoint analysis, a product is described as a combination of a set of attribute levels, where a utility value is estimated for each attribute level. In summing up the results of this study, the sensory property (flavor) attribute was most important, the second was brand, and the third was price. For the sensory property attribute, a mild chili sauce of blended garlic, sugar, and lime scored highest. In terms of brand, Blue Dragon was selected as the best. The lesser known Korean Kochujang brand of "Hot&Joy" scored lowest with respect to brand value. Encouraging, however, was the description based on the Hot&Joy product: a hot chili sauce blended with ginger and garlic, which held appeal across age groups and genders. In terms of price, 75p per bottle had the best score.

• 경영과학
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• 제32권3호
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• pp.1-12
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• 2015

This study aims to analyze the efficiency of the government policy of Nanotechnology which is expected to minimize nanotechnology's potential risk, using the methodology of conjoint analysis and market share analysis. The attributes of conjoint analysis were divided into potential risk factor and the policy factor. It was found that the policy factor could alleviate the potential risk, subsequently increasing consumers' utility. Additionally, the government certification was more powerful than the mandatory labelling. The market share also increased in result of the nanotechnology-applied product with the certification or labeling either. The result of this study can be used as a reference to related policy makers in the fields of Nanotechnology.

• 한국융합학회논문지
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• 제10권4호
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• pp.7-16
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• 2019

웨어러블 디바이스를 둘러싼 기업 간 경쟁이 치열해 짐에 따라, 소비자들의 수용성을 제고할 수 있는 기술기획이 필요한 상황이다. 이에 본 연구는 웨어러블 디바이스의 소비자 선호 속성을 파악함으로써 이 분야 기술기획을 위한 시사점을 제공하고자 하였다. 이를 위한 분석 방법으로는 컨조인트 분석을 활용하였다. 이 과정에서 초점집단면점을 주로 사용한 기존 연구들과는 달리 표준화 기구의 예지적 표준화 활동을 반영함으로써 분석의 객관성을 보완하고자 하였다. 예지적 표준화 활동으로는 국제전기기술위원회의 리에종 및 프로젝트 현황을 조사하였으며, 이를 바탕으로 컨조인트 분석을 설계하였다. 컨조인트 설문은 온라인으로 진행하여, 총 229명이 응답하였다. 분석 결과, 웨어러블 디바이스의 주용도와 강화된 기능이 중요한 속성으로 파악된 가운데, 속성 수준별 세부 선호도는 소비자 성별, 연령대별 다르게 나타났다. 따라서 웨어러블 디바이스의 기술기획 시에는 소비자 세그멘트별 차별화된 접근이 필요할 것으로 예상된다.

• 응용통계연구
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• 제25권6호
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• pp.987-997
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• 2012

The sales volume of men's cosmetics has drastically increased in Korea. In recent years, men's needs for cosmetics have been diversified and the consumer demand for functional cosmetics has greatly risen. In particular, male consumers have become more interested in essence product that is a light and concentrated treatment to correct skin problems. This research analyzes consumer preferences for essence-for-men through the use of choice-based conjoint analysis. This approach is adopted since the task of respondents to choose the most preferred option from several alternatives closely mimics actual marketplace purchasing behavior by consumers. New technique for the construction of choice sets is suggested based on the balanced incomplete block design, to accommodate a larger number of product profiles. The proposed design for choice sets is balanced and provides a tool to filter the contradictory choices. Conjoint analyses are performed to assess the relative importance of attributes and identify the most preferred profile of essence-for-men with respect to attributes such as emphasized function, price, type of content, and design of container. Some differences are indicated in the analysis results between age brackets as well as between groups classified by the amount of fashion item expenditures.

• 한국컴퓨터정보학회논문지
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• 제16권4호
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• pp.205-214
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• 2011

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.

• 한국조경학회지
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• 제23권2호
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• pp.1-16
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• 1995

This study was carried out to suggest method which can be used to improve competitive power of theme parks. The characteristics of Hybrid Conjoint Analysis were described and its usefulness for identification of specific types of service theme parks have to provide was tested "Lotte World, " "Seoul land," and "farmland" were selected as study areas, and .7 attributes with 3 levels were utilized for analyses. Master design with 81 profiles was constructed to meet the requirement of ′Compromise Plan 1,′and data was collected by in-personal interviews on the study areas. Respondents were grouped by cluster analysis, and their characteristics were analyzed by discriminant analysis. Then, part-worth of each attribute . was estimated by stagewise estimation model Calibrated model of each group did not show part-worths of attributes clearly because both main effects and 2-way interaction effects were included in the models. Therefore, calibrated models′ coefficients were used to calculate utilities of all possible combinations of attributes levels. The results showed that managers of theme parks have several options for providing a new service: the combination of attribute levels with the highest utility is they however, they can choose the other combinations with next highest utlities is they can not afford it. Several suggestions were described to cope with the problems when Hybrid Conjoint Analysis is applied to landscape architectural study.

• 한국경영과학회지
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• 제31권3호
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• pp.107-125
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• 2006

We introduce a two-stage game theoretic model to support decision making processes for product Positioning and pricing in competitive environment. In the first stage, firms decide on entry and product position, in the second stage, firms compete with price. 'Alpha rule' is used as a choice model. Demand parameters of the choice model are estimated by conjoint analysis. We investigate conditions for the existence of Nash price equilibria in the pricing game. Nash equilibria in the entry and positioning game are produced using a concept of stable sets. An example of the online game industry in Korea is examined.