• Journal of the Korean Institute of Landscape Architecture
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• v.27 no.2
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• pp.29-40
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• 1999

Tourism marketing begins with understanding tourists' needs. However, understanding tourists' needs should be expressed by specific utility values rather than simple preference order for the purpose of developing tourism marketing strategies. This study aims at identifying tourist's stated preference of vacation destination attributes by using the conjoint analysis. In addition, this study is purposed to define relationship between attitude and preference, and to suggest implications to tourism marketing strategies. It was found that stated preference to such attributes as 'quality of accommondation', 'recreation activities' and 'accessibility' among the attitude segments was significantly different but stated preferences to diverse profiles made of these three attributes showed significant differences only in such attributes as 'quality of accommodation' and 'recreation activities'. This results make it possible to identify the function of preference to destination attributes in the vacation destination choice decision. It also embodies the relationship between tourist's attitude and vacation destination attributes.

• Journal of the Korean Society of Food Culture
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• v.19 no.1
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• pp.83-93
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• 2004

A total of 321 salaried employees were surveyed by a questionnaire to assess consumers perceptions on factors influencing their food choices when they go to a restaurant. The questionnaire consisted of 5 pages and each page contained a same 26 popular food list from various restaurants in JinJu in a column and 5 attributes (e.g. taste, price, fullness, healthiness) in a row. So the respondents were asked to rate a total 25 attributes on the points which the columns and the rows met, using a 5-point scale. The data were analyzed using the SAS program for factor analysis. Five factors which influence consumer's restaurant choice were emerged. They were named as follow: Factor 1:preference and purpose, Factor 2:taste, Factor 3:snack, Factor 4:convenience, Factor 5:concern about obesity. Most of respondents were satisfied with the taste and the healthiness of foods of restaurants in Jin-Ju. The younger and the female groups had more positive attitudes on eating out andi willing to use it frequently. Fullnes, healthiness, and price were important criteria in choice and preference of a restaurant. However, they didn't much consider the food safety. Taking account of the character of Korean food about fullness, healthiness, and resonable price, consumers might prefer Korean food to fast food or foreign food.

• Journal of the Korean Institute of Landscape Architecture
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• v.34 no.6 s.119
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• pp.66-77
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• 2007

This study intends to analyze urban peoples' leisure choice attributes of rural areas from a rural demand perspective. For this purpose, this study investigates regional attributes considered in decision making processes for rural tourism destinations of urban residents using a conjoint model as a stated preference model. Based on literature reviews, two questionnaire surveys were conducted. The first questionnaire survey was performed in 4 cities including Seoul, Daejeon, Suwon and Chuncheon with 408 urban residents. The Second questionnaire survey was performed in 5 cities including Seoul, Chuncheon, Daejeon, Jeonju and Busan with about 1,060 urban residents. The study results suggest that the most important attribute in selecting rural ares for tourism are activity programs and convenience of facility, according to part-worth and vector model. The fitness level of model is 0.986, which is very significant. Among the 5 attribute's levels, the rural residents' kindness, the traditional and the ecological programs and the facilities about sign and lodging are more critical factors than other levels. Utilities of each levels decreases as cost and arrival time increases. Regarding the result of market segmentations, respondents having intention to visit can be divided into 4 group; (1) facility or program oriented type, (2) resident's kindness oriented type, (3) arrival time oriented type, and (4) negatively participant type. The results of leisure choice attributes can provide insightful information for regional planning strategies, such as selection of the type of market segments and the key factor of facility and space planning.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.3
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• pp.1390-1395
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• 2014

The objective of this study is to offer a basic data for the establishment of marketing strategies such as fixing price of a new product and creation of the development direction of the product through estimating consumers value by attributes of the newly developed university made multi cream. The Choice Experiment was used for analysis, and conditional logit model was estimated to derive the marginal willingness to pay(MWTP) of each attributes of the multi cream. Brand, container type, functionality, price were included as the attributes. As a result, MWTP were estimated at 21,754 Won/unit for large company product, 11,033 Won/unit for small company product and 16,178 Won/unit for university product, 7,476 Won/unit for enriched moisturizing, 12,107 Won/unit for enriched improvements in wrinkles. Consumers have a preference for university brand over small company brand, therefore, if university and small company cooperate and proceed a joint-venture, it will strengthen the competitive power in the low price brand market. Also, it is essential to develop products with enriched functionalities such as moisturizing and improvements in wrinkles.

• Journal of Korean Society of Transportation
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• v.28 no.5
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• pp.65-75
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• 2010

The objective of this paper is to quantify economic values of parcel service attributes (safety, reliability, quickness, and kindness and customer service) using the contingent choice method and to investigate impact factors (such as sex, age, and education), which influence choice of desirable parcel services. As empirical results, the marginal willingness-to-pay for multiple attributes of parcel service is calculated as about 2,349.6 KRW for the safety attribute, about 829.3 KRW for the reliability attribute, about 588.5 KRW for the quickness attribute, and about 358.8 KRW for the kindness and customer service attribute, according to the estimation model without covariates. The overall results indicate that the safety attribute ranks highest among parcel service attributes, followed by the reliability attribute, quickness attribute, and kindness and customer service attribute. These results can be useful in the decision-making process for establishing desirable pricing policies for parcel service.

• Journal of Engineering Education Research
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• v.24 no.6
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• pp.30-39
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• 2021

The present study aims to demonstrate that it is possible to objectively evaluate the competency (referred to as graduate attributes or program outcomes) of graduates of engineering education programs. To strengthen the link between engineering education accreditation and the qualification/certification system of engineering professionals, referred to as K-Engineering Professional (K-EP), individually assuring the quality of accredited graduates using multiple-choice test as main assessment tool is proposed. Test questions related to the basic vocational skills of NCS are developed for seven of the 10 program outcomes of the ABEEK KEC2015. The three program outcomes, PO1, PO3, and PO5, which need to fully accommodate the characteristics of each disciplinary field, are excluded. A pilot test involving graduates of eight accredited programs is conducted. Applying on Rasch model based on Item Response Theory (IRT), the item difficulty, fit and discrimination of multiple choice test are demonstrated. The pilot study strongly suggests that individual competency evaluation is possible at a certain level for seven program outcomes tested. For PO1, PO3, and PO5, however, questions that address the characteristics of each disciplinary field need to be devised. If a suitable pool of questions is built, it can be used as a program outcomes assessment tool by the accredited programs.

• Health Policy and Management
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• v.19 no.4
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• pp.98-120
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• 2009

The purpose of this study is to elicit preference for drug listing decision criteria and to estimate the ICER threshold in South Korea using the discrete choice experiment (DCE) method. To collect the data, a DCE survey was administered to a subject sample either educated in the principle concepts of pharmacoeconomics or were decision makers within that field. Subjects chose between alternative drug profiles differing in four attributes: ICER, uncertainty, budget impact and severity of disease. The orthogonal and balanced designs were determined through computer algorithm to take the optimal set of drug profiles. The survey employed 15 hypothetical choice sets. A random effect probit model was used to analyze the relative importance of attributes and the probabilities of a recommendation response. Parameter estimates from the models indicated that three attributes (ICER, Impact, Severity of disease) influenced respondents' choice significantly(p${\pm}$0.001). In addition, each parameter displayed an expected sign. The Lower the ICER, the higher the probability of choosing that alternative. Respondents also preferred low levels of uncertainty and smaller impact on health service budget. They were also more likely to choose drugs for serious diseases rather than mild or moderate ones. Uncertainty however is not statistically significant. The ICER threshold, at which the probability of a recommendation was 0.5, was 29,000,000 KW/QALY in expert group and 46,500,000 KW/QALY in industry group. We also found that those in our sample were willing to accept high ICER to get medication for severe diseases. This study demonstrates that the cost-effectiveness, budget impact and severity of disease are the main reimbursement decision criteria in South Korea, and that DCE can be a useful tool in analyzing the decision making process where a variety of factors are considered and prioritized.

• Journal of Community Nutrition
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• v.7 no.1
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• pp.58-63
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• 2005

Identifying quality attributes with the greatest value to the residents is important if the Continuing Care Retirement Community (CCRC) is to increase the frequency of residents' dining. However, it is not known which specific attribute is relatively more important than others to evaluate foodservice. The purpose of this study is to identify the relative importance of food and service quality attributes in the evaluation of foodservice in CCRe. This study surveyed the independent living residents of three CCRCs in the Midwestern states. Respondents placed great importance on taste and flavor of food which has the highest percentage of utility range ($28.28\%$) and the second greatest on appearance of the server ($23.46\%$) . The important attributes were ultimately used to predict the most preferred choice of food-service for residents. Knowledge of the importance of the attributes would enable the foodservice managers in CCRCs to manipulate those attributes to enhance the residents' perceptions of quality and identify strategies for continuous improvement.

• Journal of Korean Society of Transportation
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• v.11 no.2
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• pp.5-26
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• 1993

In order to analyze travel mode choice behavior, behavioral models including logit model, based on revealed preference theory, have been using easily measurable variables such as individual socioeconomic characteristics and physical attributes of travel modes. But some recent attitudinal models of travel choice behavior have implied that the negligence of individual psychological variables and individual choice constraints in travel mode choice might preclude better prediction of individual travel mode choice behavior. In this context, this study was attempted to reconstruct an attitudinal model(AM), especially focused on the decision rules in travel mode choice decision making process, consistent with the conceptual framework relating individual attitude and choice constraints to choice behavior. And to evaluate the strengths of the AM to other comparative models(logit, linear-additive, conjunctive, lexicographic model) in predicting travel mode choice bebavior, an empirical study of the mode choice in work-trip to CBD in Seoul was performed. According to the results the percent of correct prediction(PCP) derived from the AM was higher than those derived from comparative models by at least 7 to 20% in predicting travel mode choice. But each model produced a different prediction accuracy depending on market segmentation by travel modal users, individual socioeconomic characteristics, transportation system characteristics, and satisfaction levels. The finding that different groups divided by a certain criterion employ different decision rules supports the necessity of developing a choice model such as the AM combining compensatory and noncompensatory decision rules, and suggests that a proposed transportation system management plan or policy may have different effects on each group.

• Asia Marketing Journal
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• v.15 no.3
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• pp.159-172
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• 2013

In the present study, we apply the multiple cue probability learning (MCPL) paradigm to examine consumer learning from feedback in repeated trials. This paradigm is useful in investigating consumer learning, especially learning the relationships between the overall quality and attributes. With this paradigm, we can analyze what people learn from repeated trials by using the lens model, i.e., whether it is knowledge or consistency. In addition to introducing this paradigm, we aim to demonstrate that knowledge people gain from repeated trials with feedback is robust enough to weaken one of the most often examined contextual effects, the asymmetric dominance effect. The experiment consists of learning session and a choice task and stimuli are sport rafting boats with motor engines. During the learning session, the participants are shown an option with three attributes and are asked to evaluate its overall quality and type in a number between 0 and 100. Then an expert's evaluation, a number between 0 and 100, is provided as feedback. This trial is repeated fifteen times with different sets of attributes, which comprises one learning session. Depending on the conditions, the participants do one (low) or three (high) learning sessions or do not go through any learning session (no learning). After learning session, the participants then are provided with either a core or an extended choice set to make a choice to examine if learning from feedback would weaken the asymmetric dominance effect. The experiment uses a between-subjects experimental design (2 × 3; core set vs. extended set; no vs. low vs. high learning). The results show that the participants evaluate the overall qualities more accurately with learning. They learn the true trade-off rule between attributes (increase in knowledge) and become more consistent in their evaluations. Regarding the choice task, there is a significant decrease in the percentage of choosing the target option in the extended sets with learning, which clearly demonstrates that learning decreases the magnitude of the asymmetric dominance effect. However, these results are significant only when no learning condition is compared either to low or high learning condition. There is no significant result between low and high learning conditions, which may be due to fatigue or reflect the characteristics of learning curve. The present study introduces the MCPL paradigm in examining consumer learning and demonstrates that learning from feedback increases both knowledge and consistency and weakens the asymmetric dominance effect. The latter result may suggest that the previous demonstrations of the asymmetric dominance effect are somewhat exaggerated. In a single choice setting, people do not have enough information or experience about the stimuli, which may lead them to depend mostly on the contextual structure among options. In the future, more realistic stimuli and real experts' judgments can be used to increase the external validity of study results. In addition, consumers often learn through repeated choices in real consumer settings. Therefore, what consumers learn from feedback in repeated choices would be an interesting topic to investigate.