• 한국조사연구학회지:조사연구
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• 제4권2호
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• pp.23-45
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• 2003

서구의 선거에서 일관성 있게 발견되는 교육과 투표율의 양의 관계가 한국에서는 음의 관계로 나타나는 하나의 수수께끼와 같은 현상이 있다. 본 연구는 다운스의 합리적 선택론에 공약실천확률(p')이라는 새로운 개념을 첨가하여 이 문제를 풀고자 하였다. 본 연구에서는, 한국과 같이 정치가나 선거제도에 관한 신뢰가 낮은 사회에서는 교육수준이 높을수록 공약실천에 대한 불신감이 높고 결국 기권할 가능성이 높다는 가설을 제시하고 이를 경험적으로 검증하고자 하였다. 이를 위해 본 연구는 사회인구적 특성으로 기권자들을 직접 설명하는 기존의 연구와는 달리. 합리성 요인이라는 매개변수를 추가하여 설명함으로써 한국의 기권자들을 보다 종합적으로 분석하였다. 이러한 본 연구의 설명은 다운스의 합리적 선택론에 기반한 것이다.

• 한국환경교육학회지:환경교육
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• 제13권2호
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• pp.38-50
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• 2000

We are evidently Home Economicus, egoistic rational utility maximiger, and all the capitalism economic situation make us adapt to such life, and recognize that it is rational to act like that. This can be demonstrated in Prisoner′s Dilemma(PD) which always select the non-cooperative choice for free rider in rational selection process of public goods. This paper notice the "what is problem\ulcorner"The problem is not in free rider itself but in free rider egoism. The practical behavior of free rider egoism can be explained by way of Prisoner′s Dilemma. In PD situation, the prisoner makes a rational choice, non-cooperative alternative, but he doesn′arrive at preto-optimality. It is dilemma. Why can′t he arrive \ulcorner Because he is isolated from other prisoner. So we call it prisoner′s dilemma. The PD situation can be compared with our real economic life, which, we think, have kept by rational choice of the public goods. We actually have made our life as an individual one although we organized communities of capitalism. Of course, we know each others as members of same society, but each individual being can′t secure the belief, which has composed basis of community. So, it is very similar and common between PD situation and our real economic life in the production of public goods. We conclude that this non-cooperative process of PD situation can be utilized as instrument of EE. So this non-cooperative process can show us the effectiveness of EE as follows. \circled1 Game situation life PD can be used as good instrument for explaining the rational selection dilemma(error) to Homo-Economicus, the rational agent, with the optimal and rational language. \circled2 We can show that the selection result is dilemma, not arrive pareto - optimality. \circled3 The dilemma can be resolved with accomplishing the good communal life based on the belief, not on the isolation.

• 보건행정학회지
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• 제21권1호
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• pp.132-157
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• 2011

The purpose of this article is to examine the cause of policy non-compliance in the case of pharmaceutical rebates from the perspective of rational choice institutionalism. In Korea, there have been rebates practices between pharmaceutical companies and hospitals since the introduction of the Actual Remuneration System for insured medicine in 1999. The government has chosen the policy means of punishment to eliminate pharmaceutical rebates but the illegal practices are still widespread. Institution in rational choice institutionalism usually reflects the incentives and preferences of actors, and the Actual Remuneration System has resulted in a the lack of procedures to ensure savings on drug expenditures. Pharmaceutical rebates are the product of the institutions which reflect their incentives: the Actual Remuneration System, the current pricing policy for generic drugs, the drug distribution system, and so on. In the end, the problem of the rebates is the consequence of policy non-compliance as actors' rational choice because their incentives lead to opportunistic behaviors. We should therefore understand the incentive structure of policy stakeholders, which is derived from the view of new institutionalism; also, the newly designed Korean drug pricing policy reform must be compatible with the incentive structure.

• 정보보호학회논문지
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• 제27권6호
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• pp.1507-1517
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• 2017

일반적으로 정보유출사건은 외부 해커에 의해 발생된다고 생각되지만 내부자에 의한 직간접적인 정보유출사건이 더 많고 전체 유출비중의 과반 수 이상을 차지하기 때문에 내부자 유출에 대한 대비가 필요하다. 본 연구에서는 일반 억제 이론과 합리적 선택 이론을 기반으로 교통심리학 분야에서 연구되었던 행동결정요인인 위험감수성과 상황불안을 통합해 연구모델을 구성하고 설문조사를 통해 실증분석 하였다. 분석 결과, 위험감수성이 지각된 처벌의 심각성 및 확실성에 미치는 영향은 통계적으로 유의미하지 않았으나, 지각된 이익, 상황불안, 지각된 처벌의 심각성 및 확실성은 정보유출의도에 영향을 주는 것으로 확인되었다.

• 한국정보시스템학회지:정보시스템연구
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• 제26권4호
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• pp.39-62
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• 2017

Purpose The purpose of this study is to investigate the factors which affect users' fatigue and reluctant intention of using a SNS. In particular, this study focused on the fatigue of SNS users, as the recent excessive use of SNS has led to negative effects such as invasion of privacy, addition and social overload. fatigue This research will explain how producing adverse effects by using SNS caused psychological and mental depression. Previous researches explained that mental fatigue associated with SNS is not simple one and it is complicated with various psychological factors. Considering this fact, this study introduced a behavioral economics concept and a social comparison theory in the research model. Design/methodology/approach For research purposes, this study developed research hypotheses in order to empirically examine the factors that affect SNS users' fatigue and reluctant intention. The empirical research was based on a poll done through 800 research candidates in the SNS fields and the final 451 responses were collected and used in statistical data analysis. The adaptability, trust, and validity to measurement model were verified and the structural relationship in the research model was analyzed through these 451 responses. Findings First of all, maintenance fatigue of SNS had a positive significant effect on coupling and fatigue of SNS and information privacy had a non-significant effect on fatigue. Second, coupling had a negative significant effect on rational inattention, however, perceived cost had a non-significant effect on rational inattention. Third, lateral/upward comparison had a positive significant on user's negative emotions. Meanwhile, user's negative emotions did not have a significant effect on rational inattention.

• Asia pacific journal of information systems
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• 제26권1호
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• pp.163-188
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• 2016

Compliance with information security policies has been an important managerial concern in organizations. Unlike traditional general deterrent theory, this study proposes whistle-blowing as an alternative approach for reducing internal information security policy violations. We build on the theories of planned behavior and rational choice as well as develop a theoretical model to understand the factors that influence whistle-blowing attitudes and intention at both the organizational and individual levels. Our empirical results reveal that altruistic and egoistic concerns are involved in the development of whistle-blowing attitudes. The results not only extend our understanding of whistle-blowing motivation but also offer directions to managers in promoting internal disclosure of information security breaches.

• 논리연구
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• 제12권2호
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• pp.89-114
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• 2009

우리는 여러 종류의 인과적 믿음을 지니고 있으며, 인과적 믿음은 합리적인 결정을 내리는 과정에서 중요한 역할을 한다. 이 직관을 발전시킨 인과적 결정 이론은 행위자의 결정이 합리적이라는 설명을 제시하기 위해서 그 행위자의 결정이 의존하는 인과적 믿음을 명확하게 밝히는 것이 필요하다고 주장한다. 그럴 필요가 없다는 입장의 증거적 결정 이론은 뉴컴 문제를 통해 반박된다. 그러나 뉴컴 문제의 다양한 형태 중에서 의학의 뉴컴 문제가 증거적 결정 이론을 반박하는 데에 가장 성공적이라는 일반적 판단은 잘못이라는 점이 본 논문에서 논증된다. 본 논문은 의학의 뉴컴 문제는 인과 관계를 명료하게 진술함으로써 오히려 증거적 결정 이론을 반박하기 어려워진다는 점을 지적한다. 이 과정에서 본 논문은 증거적 결정 이론과 인과적 결정 이론 사이의 차이점을 드러내고, 합리적 결정 과정에서 인과적 믿음이 정확하게 어떤 역할을 하는지를 밝힌다.

• 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.

• Asia Marketing Journal
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• 제18권3호
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• pp.47-63
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• 2016

Rational choice theory holds that the alternative with largest expected utility in the choice set should always be chosen. However, it is often observed that an alternative with the largest expected utility is not always chosen while the choice task itself being avoided. Such a choice phenomenon cannot be explained by the traditional expected utility maximization principle. The current study posits shows that such a phenomenon can be attributed to the gap between the expected perceived gain (or loss) and the expected perceived value. This study mathematically analyses the relationship between the expectation of an alternative's gains or losses over the reference point and its expected value, when the perceived gains or losses follow continuous probability distributions. The proposed expected value (EV) function can explain the effects of loss aversion and uncertainty on the evaluation of an alternative based on the prospect theory value function. The proposed function reveals why the expected gain of an alternative should exceed some positive threshold in order for the alternative to be chosen. The model also explains why none of the two equally or similarly attractive options is chosen when they are presented together, but either of them is chosen when presented alone. The EV function and EG-EV curve can extract and visualize the core tenets of the prospect theory more clearly than the value function itself.

• 대한교통학회지
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• 제25권3호
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• pp.87-97
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• 2007

본 연구에서는 기존의 한정합리적인 모델에서 자주 언급된 운전자의 인지의 한계와 정보처리능력의 한계에 초점을 두어 운전자의 경로선택 행동에 대한 모델링과 정보제공에 따른 운전자의 교통환경에 대한 신념(belief) 형성과정을 살펴보기로 한다. 나아가 기존의 운전자의 기대형성 및 경로선택 행동에서 자주 인용된 모델들이 가지는 문제점과 현실에서 도입을 위한 한계점을 지적하고 실제의 도로 네트워크를 가정한 시뮬레이션을 통하여 운전자의 이질 성에 따른 경로선택 행동과 운전자의 도로 환경에 대한 신념 형성의 과정을 모델링 하였다. 본 연구를 통해 도로의 특성 및 운전자 그룹의 특성에 따라 운전자의 학습 과정과 정보의 가치가 달라짐을 확인 할 수 있었다. 먼저 교통량의 증가에 민감하게 도로의 혼잡이 심해지는 환경에서 정보의 효용이 커지는 것을 알 수 있었으며, 운전하는 횟수의 차이에 따라 정보의 가치가 차이가 남을 확인할 수 있었다. 나아가 한정된 교통환경하에서 매일 주행하는 운전자의 비율 차이가 운전자가 형성하게 되는 경로의 특성에 대한 신념의 차이로 이어짐도 확인할 수 있었다.