• The Journal of Asian Finance, Economics and Business
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• v.7 no.8
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• pp.345-351
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• 2020

The study investigates how marketing mix factors are mediated by health consciousness and service quality in creating fresh fruit buying decisions of customers in Vietnam. This study employs samples of customers in Vietnam via the survey questionnaire. The authors have used a total of 256 responses that acquired the valid criteria. The compound of data analysis comprises reliability test, validity test, exploratory factor analysis, group analysis and multiple regression analysis to structure the hypothesized model. Respectively, the structural equation model (SEM) is applied to conduct the multiple multivariate equations. By the assumption of causal-effect relationship between independent variables such as marketing mixed factors, and mediator as health consciousness and service quality, which potentially impact on purchase decision; the SEM method is deployed. The results reveal that consumers have paid no attention to the marketing mix factors, but they care much about service quality and health consciousness. Thus, health consciousness and service quality are effective mediators. These findings are new and contribute to the consumer behavior and retail marketing literature. The findings of this study can provide assistance to managers in the given field to understand more easily the consumer behavior about fresh fruits, then improve their own performance.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.46 no.4
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• pp.199-208
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• 2023

Taguchi method is one of the most popular approaches for design optimization such that performance characteristics become robust to uncontrollable noise variables. However, most previous Taguchi method applications have addressed a single-characteristic problem. Problems with multiple characteristics are more common in practice. The multi-criteria decision making(MCDM) problem is to select the optimal one among multiple alternatives by integrating a number of criteria that may conflict with each other. Representative MCDM methods include TOPSIS(Technique for Order of Preference by Similarity to Ideal Solution), GRA(Grey Relational Analysis), PCA(Principal Component Analysis), fuzzy logic system, and so on. Therefore, numerous approaches have been conducted to deal with the multi-characteristic design problem by combining original Taguchi method and MCDM methods. In the MCDM problem, multiple criteria generally have different measurement units, which means that there may be a large difference in the physical value of the criteria and ultimately makes it difficult to integrate the measurements for the criteria. Therefore, the normalization technique is usually utilized to convert different units of criteria into one identical unit. There are four normalization techniques commonly used in MCDM problems, including vector normalization, linear scale transformation(max-min, max, or sum). However, the normalization techniques have several shortcomings and do not adequately incorporate the practical matters. For example, if certain alternative has maximum value of data for certain criterion, this alternative is considered as the solution in original process. However, if the maximum value of data does not satisfy the required degree of fulfillment of designer or customer, the alternative may not be considered as the solution. To solve this problem, this paper employs the desirability function that has been proposed in our previous research. The desirability function uses upper limit and lower limit in normalization process. The threshold points for establishing upper or lower limits let us know what degree of fulfillment of designer or customer is. This paper proposes a new design optimization technique for multi-characteristic design problem by integrating the Taguchi method and our desirability functions. Finally, the proposed technique is able to obtain the optimal solution that is robust to multi-characteristic performances.

• Journal of the Korean Institute of Intelligent Systems
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• v.19 no.6
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• pp.828-833
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• 2009

WWW which is an applicable massive set of document on the Web is a thesaurus of various information for users. However, Search engines spend a lot of time to retrieve necessary information and to filter out unnecessary information for user. In this paper, we propose the EFAM(the Extended Fuzzy AHP Method) model to manage the Web resource efficiently, and to make a decision in the problem of specific domain definitely. The EFAM model is concerned with the emotion analysis based on the domain corpus information, and it composed with systematic common concept grids by the knowledge of multiple experts. Therefore, The proposed the EFAM model can extract the documents by considering on the emotion criteria in the semantic context that is extracted concept from the corpus of specific domain and confirms that our model provides more efficient decision-making through an experiment than the conventional methods such as AHP and Fuzzy AHP which describe as a hierarchical structure elements about decision-making based on the alternatives, evaluation criteria, subjective attribute weight and fuzzy relation between concept and object.

• Journal of Navigation and Port Research
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• v.31 no.9
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• pp.801-806
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• 2007

The analytical hierarchy process (AHP) enables decision makers to represent the interaction of multiple factors in complex and unstructured situations. The process requires the decision maker to develop a hierarchical structure of the factors in the given problem and to provide judgments about the relative importance of each of these factors and ultimately to specify a preference for each decision alternative with respect to each factor. The research presented in this paper applies the AHP to identify key players in promoting port competitiveness. The literature survey revealed four major criteria and 15 sub-criteria. The four factors are cost, service quality, facility/capacity and economic-social variable. 150 questionnaires suitable for AHP analysis were made and 77 were returned. It is found that in terms of cost, the first key player is terminal operator and the second key player is shipping companies calling Busan port; in terms of service quality, the first key player is terminal operator, and the second key player is shipping companies calling Busan port; in terms of facility/capacity, the first key player is port authority and the second key player is terminal operator; in terms of economic-social variable, the first key player is terminal operator, and the second key player is shipping companies calling Busan port.

• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.12 no.6
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• pp.87-96
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• 2013

Roundabouts are recently paid a lot of attention, but in the process of implementation, there are insufficient logical grounds for clear criteria and priority of introduction. As a result, in determining priority of introduction of roundabouts, a local government often depends on a policy maker's subjective judgement. Therefore, this study was conducted to suggest methodology for priority decision of introduction of roundabouts. Assessment elements of six main elements including accident type at intersections and each one has three subelements. Survey was carried out targeting fifty-three public officials in charge and experts in order to analyze the significance of each assessment element. The theoretical background of analysis is based on AHP developed by Saaty, which is one of multiple criteria decision making methods. 'Expert Choice 2000' was used as a software program. Five intersections representing different situations were selected as examples of analysis. It was also paired with sensibility analysis to grasp how priority might be changed by different weight. Through this result, it can be inferred that priority might change by manipulating field situation from other areas.

• Industrial Engineering and Management Systems
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• v.9 no.2
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• pp.88-96
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• 2010

This paper presents a two-phase quantitative framework to aid the decision making process for effective selection of an efficient freight logistics hub from 8 alternatives in Thailand on the North-South economic corridor. Phase 1 employs both multiple regression and Pearson Feature selection to find the important criteria, as defined by logistics hub score, and to reduce number of criteria by eliminating the less important criteria. The result of Pearson Feature selection indicated that only 5 of 15 criteria affected the logistics hub score. Moreover, Genetic Algorithm (GA) was constructed from original 15 criteria data set to find the relationship between logistics criteria and freight logistics hub score. As a result, the statistical tools are provided the same 5 important criteria, affecting logistics hub score from GA, and data mining tool. Phase 2 performs the fuzzy stochastic AHP analysis with the five important criteria. This approach could help to gain insight into how the imprecision in judgment ratios may affect their alternatives toward the best solution and how the best alternative may be identified with certain confidence. The main objective of the paper is to find the best alternative for selecting freight logistics hub under proper criteria. The experimental results show that by using this approach, Chiang Mai province is the best place with the confidence interval 95%.

• Industrial Engineering and Management Systems
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• v.8 no.1
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• pp.47-53
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• 2009

We define product line (or mix) selection problem as selecting a subset of potential product variants that can simultaneously minimize product proliferation and maintain market coverage. Selecting the most efficient product mix is a complex problem, which requires analyses of multiple criteria. This paper proposes a method based on Data Envelopment Analysis (DEA) for product line selection. Data Envelopment Analysis (DEA) is a linear programming based technique commonly used for measuring the relative performance of a group of decision making units with multiple inputs and outputs. Although DEA has been proved to be an effective evaluation tool in many fields, it has not been applied to solve the product line selection problem. In this study, we construct a five-step method that systematically adopts DEA to solve a product line selection problem. We then apply the proposed method to an existing line of staplers to provide quantitative evidence for managers to generate desirable decisions to maximize the company profits while also fulfilling market demands.

• Journal of the Korean Home Economics Association
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• v.46 no.6
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• pp.49-59
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• 2008

The purpose of this study was to examine the role of consumers' self-image and pursued-image of clothes on the clothing purchase decision making according to the location. Data were obtained from a questionnaire filled out by 575 women living in Seoul and Jechon. For data comparative analysis, paired t-test, t-test, factor analysis and multiple regression analysis were used. The results of this study are as follows: 1. There were significant differences in self-image and pursued-image in terms of clothing purchases between women who live in Seoul and Jechon residents. 2. Demographic variables influenced to the self-image and pursued-image of clothes factor. Among them, size of the city was the most important factor which influence to the clothing purchase behavior. 3. Self-image, pursued-image of clothes, problem recognition and evaluative criteria factors significantly differed between Seoul and Jechon residents. In two cities, problem recognition factor which was arisen by external stimulus and all of the evaluative criteria factors showed significant differences. 4. When the cities were partitioned by size(large and small city), the influence of self-image and pursued-image of clothes on the clothing purchase behavior showed different phases. Generally, self image and pursued-image of clothes were more important to various problem recognition and evaluative criteria factors in large city(i.e. Seoul) than in small city(i.e. Jechon). However economic rational factor was the exception.

• Proceedings of the IEEK Conference
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• 2004.08c
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• pp.712-716
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• 2004

Because of rapid development of software technology, a number of software professionals have been concerned with component-based development methodologies. Up to date, the evaluation of component quality has been focused on object-oriented metric based methodology. But this paper presents the selection process and evaluation criteria based on an MCDM(Multiple Criteria Decision Making) technique for the selection of optimal COTS component from consumers' viewpoints. We considered functionality, efficiency and usability based on ISO/IEC 9126 for quality measurement and conducted practical analysis into commercial EJB component in internet. This paper shows that the proposed selection technique is applicable for the selection of the optimal COTS component.

• Journal of Korean Institute of Industrial Engineers
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• v.39 no.4
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• pp.260-270
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• 2013

This paper proposes a strategic portfolio model for managing performance of online games. The portfolio matrix is composed of two dimensions: financial performance and non-financial performance. Financial performance is measured by the conventional measure, average revenue per user (ARPU). In terms of non-financial performance, five non-financial key performance indicators (KPIs) that have been widely used in the online game industry are utilized: RU (Register User), VU (Visiting User), TS (Time Spent), ACU (Average Current User), MCU (Maximum Current User). Data envelopment analysis (DEA) is then employed to produce a single performance measure aggregating the five KPIs. DEA is a linear programming model for measuring the relative efficiency of decision making unit (DMUs) with multiple inputs and outputs. This study employs DEA as a tool for multiple criteria decision making (MCDM), in particular, the pure output model without inputs. Combining the two types of performance produces the online game portfolio matrix with four quadrants: Dark Horse, Stop Loss, Jack Pot, Luxury Goods. A case study of 39 online games provided by company 'N' is provided. The proposed portfolio model is expected to be fruitfully used for strategic decision making of online game companies.