• 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.

• 수산경영론집
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• 제48권3호
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• pp.1-14
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• 2017

The aim of this study is to examine profiles of consumers in Thai seaweed market segments. A total of 321 consumers were surveyed in bangkok, thailand. The multiple regression analysis performed indicates that consumer preference toward seaweed snack is significantly influenced by seaweed consumption frequency. The cluster analysis performed indicates that there are three segments based on consumer purchasing attributes toward seaweed snack : leading type, pursuing type, beginner type. The results show that there are consumer segment with different purchasing attributes level and seaweed preference. in this study Thai seaweed market's biggest consumer is leading type consumer(n=40.8%) that have high level of purchasing attributes toward seaweed snack when compared to other segments. pursuing type segment(n=27.4%) consists of consumers who have low level of purchasing attributes but have high consumption frequency. beginner type segment(n=31.8%) consists of consumers who rarely eat seaweed snack and have high price sensitivity. This study can inform Thai seaweed consumer's behavior and effective segment market strategies and target consumer based on purchasing behavior toward seaweed snack.

• 한국콘텐츠학회논문지
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• 제17권8호
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• pp.422-434
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• 2017

타인의 선호에 대한 정보가 개인의 태도 형성에 미치는 영향은, 소비자의 독특함에 대한 욕구와 제품 특징에 따라 달라질 수 있다. 독특함에 대한 욕구가 강한 사람의 경우, 경험적 특징에 대한 타인의 선호에 대한 정보를 접하면 정체성의 독특함과 관련된 측면이 환기되면서, 타인에게 동조하는 것이 독특함 관련 자존감을 위협한다는 우려 때문에 타인의 선호와 매우 다르게 태도를 형성한다. 탐색적 특징은 독특함 관련 측면을 환기시키지 않기 때문에, 이들은 타인의 선호와 관계없이 태도를 형성한다. 반면, 독특함에 대한 욕구가 낮은 소비자는 타인의 선호에 대한 정보가 정체성의 독특함 관련 측면을 환기시키지 않기 때문에, 제품 특징에 관계없이 타인의 선호에 동조하는 경향을 보였다. 본 연구는 경험적, 탐색적 특징을 구분하는 기준으로서 개인의 정체성을 표시하는지의 여부를 제안하였고, 독특함 욕구가 강한 소비자를 대상으로는 대중적이지 않은 제품 특징을 개발하는 것이 효과적일 수 있다는 실무적 시사점을 제공한다.

• 한국감성과학회:학술대회논문집
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• 한국감성과학회 2012년도 춘계학술대회
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• pp.17-18
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• 2012

• 복식문화연구
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• 제20권5호
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• pp.695-708
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• 2012

This study researched consumers' awareness regarding the commercialization of Korean traditional culture through various channels or products. A survey was administered to consumers in the Gyeonggi region(n=322) from June to August 2012. Differences in the importance placed on, and preferences for, attributes of Korean traditional fashion textile and Korean traditional patterns were analyzed according to consumer characteristics. Research results showed that the factors allowing recognition of Korean traditional textile in clothing and fashion accessories were color, pattern, and textile type, in the respective order. Overall, consumers generally perceived higher importance in using the factors of Korean traditional textile in clothing than in fashion accessories. Preferences for Korean traditional patterns differed according to the type of fashion item, i.e., clothing or fashion accessories, and also according to the age and gender of the consumer. Women generally showed a tendency to place higher value on Korean traditional patterns than men. The degree of preference was higher, as well. However, only a minor difference was seen according to pattern type. Women showed a higher preference for plant patterns, literal patterns, and geometric patterns compared with men. The preferred type of traditional pattern was also different according to age. Consumers in their 20s and 40s presented a higher preference for Korean traditional colors when compared with the 30s group. On the other hand, the preference for Korean traditional patterns was higher among consumers in their 40s than those in their 20s or 30s. The results of this study show that the awareness of consumers regarding Korean traditional textile reflected in clothing and fashion accessories differs according to gender or age. Thus, this implies the need to consider the differences in perceived importance and preferences among target consumer groups to develop various fashion products that use Korean traditional fashion textile.

• 한국조리학회지
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• 제12권2호
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• pp.88-105
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• 2006

Entering into the new millennium, the Korean wine market has recorded the highest growth rate among the domestic alcoholic beverage market and been recognized as a rapidly emerging market with further escalation potential. Responding to the current drastic escalation of Korean wine market in terms of its volume, the present study scrutinizes the considerable wine-selection attributes that are related to individual wine consumer‘s characteristics including demographic variables. These attributes are also expected to be precursors of wine consumers‘ satisfaction. ANOVA results suggest that each demographical variable-gender, age, income level, and the frequency of wine consumption-pertains to specific wine-selection attribute(s). Likewise, wine consumers‘ characteristics are also associated with those attributes. As wine consumers are experienced, they rely less on information; rather, their selections tend to be dependent upon quality, value, contexts, and preferences. The subsequent multiple-regression investigating the relationship between wine-selection attributes and satisfaction signifies that quality, contexts, and preference attributes are the substantial antecedents of wine consumers‘ satisfaction. When consumers purchase a wine, "information on purchase" was the most important criterion for the Newcomers and the Outsiders, while the Connoisseurs mainly depended on "marketability", "wine values" and "viticulture environment". "Preference" attributes influenced the Aspirants the most in buying decision. The Newcomers and the Outsiders need more information before deciding to purchase as their wine knowledge was very limited. The Connoisseurs were likely to consider the quality as a more important factor than the price and it is necessary to develop high quality wine at a reasonable price in order to attract this group.

• 산업경영시스템학회지
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• 제30권1호
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• pp.25-32
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• 2007

Automobile manufacturing companies should provide the products and service that can satisfy consumers who usually want various kinds of automobiles. This paper studied the relations among several demographic characteristics(gender, age, occupation, income) of consumers and automobile's attributes(engine performance, engine displacement, price, maintenance expenses, color, etc.) and preferred automobile(kind, size, company, price). For the relation research we established a model and related hypotheses and used a questionnaire survey, where 350 subjects were questioned. After the analysis, many statistically significant results are obtained : consumer's gender has relations with the preference for engine performance, engine displacement, price, color, and design; age has relations with the preference for engine displacement, maintenance expenses, free checking during A/S period, etc., occupation has relations with the preference for engine performance, engine displacement, price, maintenance expenses, fuel efficiency, etc. : income has relations with the preference for engine performance, engine displacement, price, maintenance expenses, mileage, reputation of car manufacturing companies, etc.; price and fuel efficiency has relations with the preference for car manufacturing companies. These results suggest the consumer-oriented sales of automobiles and are expected to be helpful for the effective strategy development of automobile marketing.

• 한국의류학회지
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• 제26권11호
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• pp.1570-1581
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• 2002

The purpose of this study is to analyze the influence of attributes of salespersons working at apparel store on relationship with consumers, to gather information what kind of attributes of salespersons get preference to consumer, and to conclude a certain relationship in the result coming from both attributes of salespersons and degree of relationship quality. The questionnaire survey was carried out 571 20's & 30's men and women living around Seoul and Kyong-gi province areas during July in 200l. SAS and AMOS program were used to analyze gathered data. The results of this study were as follows. First, in the case of apparel product, construction and long-term maintenance of relationship with consumers were very essential to gain profit in the future. Second, attributes of salespersons seemed to play an important role on constructing and maintaining long-term relationship with consumers. Third, external attributes like outward appearance do not affect to degree of relationship quality with consumer. rather, internal attributes - expertise, similarity, customer orientation, ethics and likeability, influence on the degree of relationship quality.

• 한국융합학회논문지
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• 제7권5호
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• pp.181-188
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• 2016

본 연구는 소셜미디어와 건강정보서비스에 대한 소비자들의 융합적 선호를 분석함으로써 다양한 채널과 형태로 제공되고 있는 기존의 건강정보서비스에 대한 소비자들의 선호속성을 도출하고 이에 대한 평가를 객관화시킬 수 있는 분석방법을 발굴하는데 그 목적이 있다. 다속성 효용이론은 개별적 선호속성간의 상대적 선호도를 탐색하고, 이 결과를 바탕으로 대상 분야에 대한 소비자의 전체적 선호도를 파악하는 데 효율적인 방법이다. 우리는 미디어와 건강정보에 관련된 선행연구들로부터 도출된 최신성, 비용성, 유용성, 용이성과 신뢰성 등의 선호속성들이 실제로 건강정보서비스 이용의도에 영향을 미칠 수 있음을 실증하였고 이 속성들을 활용하여 각 소셜미디어들에 대한 효용을 계산함으로써 소비자들의 소셜미디어별 건강정보서비스에 대한 평가도 계량적으로 분석할 수 있었다. 다양한 서비스로 무장한 소셜미디어들이 속속 등장하고 있는 현실을 감안하면 소셜미디어를 활용한 다양한 서비스 시장을 객관적으로 판단하기 힘든 경우 본 연구에서 제안하고 있는 다속성 효용이론의 활용은 시장에 대한 분석에 상당한 도움을 줄 수 있을 것으로 판단된다.

• 한국의류학회지
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• 제44권3호
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• pp.556-571
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• 2020

This study predicts consumer preference for social clothing at work, excluding uniforms using the self-product congruence theory that also establishes a model to predict the preference for recommended products that match the consumer's own image. A total of 490 Korean male office workers participated in this study. Participants' self-image and the product images of 20 apparel items were measured using nine adjective semantic scales (namely elegant, stable, sincere, refined, intense, luxury, bold, conspicuous, and polite). A model was then constructed to predict the consumer preferences using a neural network with Python and TensorFlow. The resulting Predict Preference Model using Product Image (PPMPI) was trained using product image and the preference of each product. Current research confirms that product preference can be predicted by the self-image instead of by entering the product image. The prediction accuracy rate of the PPMPI was over 80%. We used 490 items of test data consisting of self-images to predict the consumer preferences for using the PPMPI. The test of the PPMPI showed that the prediction rate differed depending on product attributes. The prediction rate of work apparel with normative images was over 70% and higher than for other forms of apparel.