• 경영과학
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• 제25권1호
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• pp.139-147
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• 2008

Conjoint Analysis is marketers' favorite methodology for finding out how buyers make trade-offs among competing products and suppliers. Thousands of applications of conjoint analysis have been carried out over the past three decades. The conjoint analysis has been so popular as a management decision tool due to the availability of a choice simulator. A conjoint simulator enables managers to perform 'what if' question accompanying the output of a conjoint study. Traditionally the First Choice Model (FCM) has been widely used as a choice simulator. The FCM is simple to do, easy to understand. In the FCM, the probability of an alternative is zero until its value is greater than others in the set. Once its value exceeds that threshold, however, it receives 100%. The LOGIT simulation model, which is also called as "Share of Preference", has been used commonly as an alternative of the FCM. In the model part worth utilities aren't required to be positive. Besides, it doesn't require part worth utilities computed under LOGIT model. The simulator can be used based on regression, monotone regression, linear programming, and so on. However, it is not free from the Independent from Irrelevant Alternatives (IIA) problem. This paper proposes the EBA (Elimination-By-Aspects) model as a useful conjoint-like method. One advantage of the EBA model is that it models choice in terms of the actual psychological processes that might be taking place. According to EBA, when choosing from choice objects, a person chooses one of the aspects that are effective for the objects and eliminates all objects which do not have this aspect. This process continues until only one alternative remains.

• 유통과학연구
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• 제14권11호
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• pp.61-73
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• 2016

Purpose - Marketing scholars have developed various types of mathematical models for describing marketing phenomenon, because there is no single model comprehensive enough to incorporate all the relevant marketing phenomena. This study tries to summarize the behavioral foundations and the mathematical derivations of the most widely used marketing models and discusses their strategic implications. This study selected four representative marketing models: multinomial logit(MNL) model, elimination-by-aspects(EBA) model, Hauser and Shugan model and Bass diffusion model. Especially, this study focuses on Hauser and Shugan(1983)'s Defender model and discusses the model's behavioral foundation and its implications. Research design, data, and methodology - Of the four selected model, the multinomial logit model is selected as the basic normative model and the other three models are described as descriptive models in contrast. Starting the discussion from the multinomial logit model, this study explains what important strategic variables are incorporated in each of the four models. The IIA(independence of irrelevant alternatives) axiom and Luce choice model is also discussed in relation to the multinomial logit model. The concept of 'efficient frontier' is discussed in relation to Hauser and Shugan's model. Graphs and tables are used to represent the key implications. No empirical study is included. Results - The analyses of the mathematical marketing models are shown to be very useful in understanding the essence of positioning strategy. The multinomial logit model implies the importance of increasing utility or consumer preference level. The EBA model implies the importance of lowering the inter-brand similarity and dominating the competitors. Hauser and Shugan model implies the importance of considering customer heterogeneity distribution in selecting the target market. Conclusions - It is shown that the concepts of 'efficient frontier' is useful in understanding the effectiveness of positioning strategy. Market positioning can be understood as occupying some place on the efficient frontier. The important strategic implications can be summarized as follows: Always try to increase customer preference by providing what they value, and differentiate from competing alternatives as much as possible. The best positioning strategy is to dominate all the competitors and the worst is to be dominated by the competitors.

• 유통과학연구
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• 제11권5호
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• pp.63-76
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• 2013

Purpose - For the past several decades, behavioral economics or behavioral decision theory has undergone rapid development. This study provides a critical review of the development of behavioral economics with a focus on what are deemed to be core theories in the field. Starting from the utility function proposed by Daniel Bernoulli in the 18th century, the development history of utility functions until the emergence of the prospect theory is thoroughly reviewed. Some of the experimental results violating the traditionally assumed utility function and supporting the prospect theory value function are summarized. The most representative principles of rational choice are transitivity, independence from irrelevant alternatives (IIA), and regularity. The development of behavioral economics has been triggered by finding counter-examples to these principles. Some of the choice behaviors discussed in this study as counter-examples to the traditional theories of rational choice are the St. Petersburg paradox; the Allais paradox; gambling behavior; and the various context effects including the similarity effect, attraction effect, and the compromise effect. The Elimination-by-Aspects (EBA) model, which was proposed as an explanation for the similarity effect, is discussed in detail as well. Based on the literature review and further analysis, this study summarizes the relationship between the context effects, prospect theory, and EBA model. Research design, data, and methodology - This study provides an extensive literature review on several important theories in the field of behavioral decision theory and adds some critical comments to the theories and the relationships among them. This study first reviews the development of utility functions. Daniel Bernoulli introduced the concept of utility function to solve the St. Petersburg paradox. In the mid-20th century, Herbert Simon proposed the "satisficing" heuristic and presented a value function with a shape different from traditional utility functions. This study highlights the strengths and weaknesses of several utility functions proposed until the emergence of the prospect theory value function. Results - This study posits that prospect theory and EBA model are the two most important theories in the field of behavioral decision theory. They can explain various choice behaviors that traditional utility maximization analysis has been unable to. The application of these models to various fields is further increasing nowadays. This study explains how prospect theory and the EBA model can be used to explain the context effects. Conclusions - The traditional economic theory relies on a single variable called "utility" in explaining consumer choice. However, this study argues that, in investigating consumer choice, several other variables should also be considered. These are the similarity among alternatives, an alternative's prototypicality within the category, the dominance relationship between alternatives, and the reference point in evaluating alternatives. Due to the development of behavioral economics, we are now closer to a more complete understanding of consumer choice behavior than in the past when we had only a single tool called utility.

• 대한인간공학회:학술대회논문집
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• 대한인간공학회 1993년도 추계학술대회논문집
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• pp.243-251
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• 1993

With the recent issuance of a dynamic side impact test regulation in the Federal Motor Vehicle Safety Standard in the United States of America, many aspects of occupant protection in side impact crashes have been under investigation. Many investigations of real world accidents, crash test results and simulation studies have established that in side impact crashes of passenger cars, thoracic and pelvic injuries of occupant are, large part, caused by occupants' impact against the interior side of the vehicle, primarily the door. This paper is concerned with the development of a lumped mass computer model, which simulates the interaction of a struck car door and an adjacent seated occupant in side impacr, based CTP code which has been successfully used in vehicle and occupant simulation. New model developments include elimination of influence of vehicle side structure stiffness in the occupant injury responses. The model was used to investigated the effect of various door padding characteristics on occupant responses to improve vehicle safety performance. The evaluation of different crush properties of door padding have also focused to understand of behavior of impacted occupant. Results from simulations, The effects of both material coefficients $C_{f}$ and p were illustrated in terms of occupant injury criteria TTI and pelvis.

• 감성과학
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• 제15권4호
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• pp.565-574
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• 2012

본 연구에서는 기존에 이용되었던 디자인 프로세스의 실증적 단점들을 극복할 수 있는 소비자 지향적인 방법론을 제안하였다. 즉, 기존의 디자이너 직관에 의한 디자인 속성 도출 방법과는 다르게, 디자인 속성을 규명하지 않은 상태에서 소비자들이 선호하는 제품의 중요 디자인 속성을 추출해 내는 소비자 관점의 디자인 속성 도출방법을 제시하였다. 실증분석에서는 구체적인 속성 규명을 요구하지 않는 PRETREE 모형을 활용하여 유무선 전화기를 대상으로 소비자 선호 기반 중요 디자인 속성을 도출하고 그 시사점을 제시하였다. PRETREE 모형은 심리학, 소비자학, 경영학분야에서 널리 활용되어 왔던 소비자 선택모형으로, 디자인분야에서도 주관적으로 치우칠 수 있는 디자인 평가를 계량화할 수 있는 새로운 분석방법으로 활용될 수 있을 것으로 기대된다.

• 지능정보연구
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• 제29권4호
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• pp.325-345
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• 2023

본 연구는 온라인 리뷰를 이용하여 고객 만족도를 예측하는 새로운 접근 방식을 제안한다. LDA 주제 모델링과 결합된 RFE-SHAP 기능 선택 방법을 활용하여 고객 만족도에 큰 영향을 미치는 주요 기능을 식별하여 예측 분석을 개선했다. 먼저 Random Forest 알고리즘의 경우, 초기 28개 입력변수에서 14개의 변수를 최적 하위 집합으로 추출했다. 제안된 방법에서 Random Forest 모델의 성과는 84%로 확인 되었으며 변수가 많은 모델에서 흔히 발생하는 과적합을 방지하였다. 또한 품질, 착용감, 내구성 등과 같은 리뷰의 특정 요소들이 패션 산업 내에서 소비자 만족도를 증진시키는 중요한 역할을 한다는 사실을 밝혀냈다. 본 연구는 예측 결과를 설명할 때 선택한 각 기능이 고객 만족도에 어떻게 영향을 미치는지에 대한 자세한 설명을 제공하고 고객이 가장 중요하게 생각하는 측면에 대한 세부적인 보기를 제공한다. 본 연구의 공헌도는 다음과 같다. 첫째, 전자상거래 분석 분야 내에서 예측 모델링을 강화하고 특성 중심적인 접근법을 소개함으로써 방법론을 개선하였다. 이는 고객 만족도 예측의 정확도를 높일 뿐만 아니라 예측 모델에서의 변수 선택에 대한 새로운 접근을 제시한다. 둘째, 특히 의류 부문에서 전자상거래 플랫폼에 구체적인 통찰력을 제공한다. 품질, 사이즈, 내구성 등 고객 리뷰의 어떤 부분이 만족도에 가장 큰 영향을 미치는지 강조함으로써, 기업들이 제품과 서비스를 맞춤화 할 수 있는 전략적 방향을 제시한다. 이러한 목표 지향적인 개선은 고객의 쇼핑 경험을 개선하고, 만족도를 향상시키면서 충성도를 이끌어낼 수 있을 것으로 기대한다.