• Korea Trade Review
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• v.48 no.1
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• pp.243-261
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• 2023

This study was conducted with the goal of analyzing the needs of Truckers, who are the main users of the cargo transportation platform, to find a development direction for the improvement and activation of the cargo transportation platform service. For this purpose, this study conducted an empirical analysis through IPA analysis targeting Truckers using domestic cargo transportation platforms. As a result of the IPA analysis, in the case of importance, fair fare presentation, unfair trade prevention measures, transportation payment deadline accuracy, transportation section information provision accuracy, quick interaction, application system quality, ease of use, user-customized service, settlement service support function, Variety of transportation sections, brand image, and additional services were shown in order. In the case of satisfaction, ease of use, settlement service support function, transport section information provision accuracy, application system quality, brand image, additional services, user-customized service, transport section diversity, quick interaction, transport payment deadline accuracy, unfair transaction prevention Measures and fair fares were presented in that order. The analysis results show high satisfaction with the ease of use related to the platform quality and the function to support the settlement work. These results can be seen as the result of a significant investment in system quality improvement for the convenience of users by suppliers in the domestic cargo transportation platform industry, where competition has become fierce. As the factors most urgently needed for improvement, 'observance of payment deadlines', 'prevention of unfair trade', and 'provision of fair fares' were selected, and these are related to chronic problems in the domestic freight transportation industry.

• Journal of Nutrition and Health
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• v.50 no.3
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• pp.294-301
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• 2017

Purpose: The purposes of this study were to investigate food consumption practices and analyze factors that influence customer satisfaction of an HACCP applied restaurant in a highway service area. Methods: A total of 207 customer responses were used for data analysis. Statistical analyses were conducted using the SPSS program (ver. 22.0) for $x^2$-test, Pearson correlation analysis, and multiple regression analysis. Results: Reasons for visiting the highway area were using the restroom (86.0%), purchasing of meals or snacks (70.1%), taking a rest (58.5%), and shopping (3.4%) and selection attributes of food sold in the highway service area were food taste (48.8%), food safety (33.3%), and waiting time for meal (10.7%). According to the results of the survey, udon (66.2%) was the most preferred meal, followed by instant noodles (56.0%), kimbap (50.7%), pork cutlet (38.2%), and bibimbap (29.0%). In addition, coffee (73.4%) was the most preferred among snacks and beverages, followed by beverages (58.9%), walnut cake (53.1%), mineral water (52.2%), and hotbar (52.2%). Satisfaction evaluation scores of foods sold in the highway service area were highest for appropriate portion size, followed by food safety, menu variety, food taste, and reasonable price. Overall customer satisfaction scores regarding the restaurant in the highway service area was 3.24 out of 5 points on average. According to the results of the multiple regressing analysis, food taste (p < 0.001) and reasonable price (p < 0.01) had significant positive effects on overall customer satisfaction. Conclusion: To enhance customer satisfaction, restaurant managers in the highway service area should implement HACCP, improve food taste, and set up a proper price for food sold at the restaurant in the highway service area.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.32 no.1
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• pp.35-57
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• 2021

This paper is to grasp the current trends of national bibliographies through analyzing representative national bibliographies using literature review, analysis of national bibliographies' web pages and survey. First, in order to conform to the definition of a national bibliography as a record of a national publication, it attempts to include a variety of materials from print to electronic resources, but in reality it cannot contain all the materials, so there are exceptions. It is impossible to create a general selection guide for national bibliography coverage, and a plan that reflects the national characteristics and prepares a valid and comprehensive coverage based on analysis is needed. Second, cooperation with publishers and libraries is being made to efficiently generate national bibliography. For the efficiency of national bibliography generation, changes should be sought such as the standardization and consistency, the collection level metadata description for digital resources, and the creation of national bibliography using linked data. Third, national bibliography is published through the national bibliographic online search system, linked data search, MARC download using PDF, OAI-PMH, SRU, Z39.50, and mass download in RDF/XML format, and is integrated with the online public access catalog or also built separately. Above all, national bibliographies and online public access catalogs need to be built in a way of data reuse through an integrated library system. Fourth, as a differentiated function for national bibliography, various services such as user tagging and national bibliographic statistics are provided along with various browsing functions. In addition, services of analysis of national bibliographic big data, links to electronic publications, and mass download of linked data should be provided, and it is necessary to identify users' needs and provide open services that reflect them in order to develop differentiated services. Through the current trends and considerations of the national bibliographies analyzed in this study, it will be possible to explore changes in national and international national bibliography.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.40 no.4
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• pp.494-503
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• 1995

The selection of salt tolerant rice variety needs an effective method in its testing. Salinity of irrigated water, 0.5% at seedling stage, 0.6% at tillering stage, and 0.9% at panicle formation stage were treated to test salt tolerance of rice using 45 cultivars. At tillering stage, salty water irrigation reduced plant height to 22.6% in early maturing rices(EMR), 30.5% in medium maturing rices(MMR), and 20.9% in medium-late maturing rices(MLMR), and also reduced number of tillers to 11.2% in EMR, 36.2% in MMR, and 36.0% in MLMR compared to rices grown in non-salty water irrigation. At panicle formation stage of rice, salty water irrigation affected plant height and tiller numbers that showed varietal differences. As salt tolerant rice cultivars, Daegwangbyeo, Namweonbyeo, Sinseonchalbyeo, Gyehwabyeo, and Daeyabyeo were selected. Jinbubyeo, Donghaebyeo, and Tamjinbyeo were weak in salty water irrigation.

• Korean Journal of Organic Agriculture
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• v.19 no.3
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• pp.357-372
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• 2011

We carried out the experiment to select the suitable sprout soybean varieties for environment-friendly cultivation in paddy field of southern part area, compares of excess moisture injury degree and yield ability among 29 sprout soybean varieties. Plant growth of sprout soybean was generally low in beginning and recovered after flowering due to rainfall. In paddy field cultivation, number of pod per individual and number of seed per individual were less in difference than upland cultivation, and maturing date was delayed 5-14 days than upland cultivation in most species. When environment-friendly cultivation, pest injury was not caused major problem for the growth during the vegetative period of soybean due to ground spider as natural enemy to insect pest. However, damage of stink bugs showed severe during grain filling period, and Dawonkong, Anpyeongkong, Dachaekong and Wonhwangkong showed susceptible to sting bug. SMV infection was weak and showed some necrosis symptoms in Sokangkong, but black root rot was not infected at all. Bacterial pustule began to be infected slowly from pod enlargement stage in most species, displayed severe symptoms in Dawonkong, Pungsannamulkong, Seonamkong and Sobaeknamulkong. The symptoms of pod anthracnose, pod blight and purple spot were greatly appeared after flowering. Disease resistance varieties was Paldokong, Kwangankong, Doremikong, Somyeongkong, Pungsannamulkong, Iksa-namulkong, Seonamkong, Sojinkong, Pureunkong, Bosugkong, Namhaekong and Sorokkong. Lodging index showed 3 in Saebyeolkong, and other species displayed slight lodging in 0-3 degree. 100-seed weight is 9.8-17.2g extent and increased 0.1-3.7g than upland cultivation in most species, but decreased in some species. Government purchase standard, species correspond to small-seed-size namulkong (Sizing screen diameter 4.0-5.6 mm) was Dawonkong, Dachaekong, Bosugkong, Seonamkong, Sokangkong, Hannamkong, Somyeongkong and Wonhwangkong. Species which seed yield was higher than Pungsannamulkong (266kg/10a) were Sorokkong, Hannamkong, Bosugkong and Sowonkong. Considering sprout soybean species, disease endurance, insect resistance, lodging resistance, 100-seed weight, yield ability and excess moisture tolerances synthetically, Seonamkong, Hannamkong, Doremikong, Bosugkong, Pungwonkong, Kwangankong, Sowonkong, Dagikong, Paldokong, Eunhakong and Pungsannamulkong were promising for environment-friendly cultivation in paddy field.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.15
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• pp.1-31
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• 1974

Introducing genes for earliness of wheat varieties is important to develop early varieties in winter wheat. In oder to obtain basic informations on the response of heading to the different day length and temperature treatments and on the inheritance of heading dates, experiments were conducted at the field and greenhouse of the Crop Experiment Station, Suwon. Varieties used in this experiments were, early variety Yecora F70, medium varieties Suke #169, Parker and Yukseung #3, and late varieties Changkwang, Bezostaia, Sturdy and Blueboy. The parents and F$_1$s of partial diallel crosses of above eight varieties were subjected the following four different treatments; 1. high temperature and long day, 2. high temperature and short day, 3. low temperature and long day, and 4. low temperature and short day. The same materials were grown also in field condition. Parents, F$_1$ and F$_2$ generation were grown also in both greenhouse under high temperature and short day and in field. The results obtained were summarized as follow: 1. No effects of temperature and daylength on the number of leaves on the main stem were found when -varieties were vernalized. The number of main stem leaves were fewer for spring type of varieties than for winter type of varieties. 2. The effects of temperature and daylength on the days to flag leaf opening were dependent on the speed of leaf emergence. The speed of leaf emergence were faster for lower leaves than for upper leaves. 3. The response to short day and long day (earliness of narrow sense) of varieties were found to be direct factor responsible to physiology of heading dates in vernalized varieties. Great difference of varieties to heading date was found in high temperature and short day treatment, but less differences were found in high temperature and long day, low temperature and long day and low temperature and short day treatments respectively. The least varietal difference for heading dates was found in the field condition. 4. Changkwang and Parker were found to be the most sensitive to short day treatment (photosensitive) and the heading of these varieties were delayed by short day treatment. No great varietal differences were found among other varieties. 5. Varietal differences of heading dates due to daylength were greater in high temperature than in low temperature. 6. Varietal differences of heading dates due to temperature were not great. but in general the heading dates of varieties were faster under high temperature than under low temperature. 7. Earliness of heading dates was due to partial dominance effect of genes involved in any condition. The degree of dominance was greater under short day than under long day treatment. 8. The varietal differences of heading date under high temperature and long day were due to earliness or narrow sense (response to long day) of varieties. The degree of dominance was greater for Yecora F70, spring type than for other winter type of varieties. No differences or less differences of degree of dominance was found among winter type of varieties. The estimated number of effective factor concerned in the earliness of narrow sense was one pair of allele with minor genes. 9. The insensitivity of varieties to short day treatment in heading dates was due to single dominant gene effect. Under the low temperature the sensitivity of varieties to short day treatment was less apparent. 10. The earliness of short day and long day (earliness of narrow sense) sensitivities of varieties appearea to be due to partial dominance of earliness over lateness. In strict sense, the degree of the dominance should be distinguished. 11. Dominant gene effects were found for the thermo-sensitivity of varieties, and the effect was less, significant than the earliness in narrow sense. 12. One pair of allele, ee and EE, for photosensitivity was responsible for the difference in the heading dates between Changkwang and Suke #169. Two pairs of alleles, ee, enen and EE, EnEn. appeared to be responsible for the difference between Changkwang and Yecora F70. The effects of EE and EnEn were, additive to the earliness and the effects of EE were greater than EnEn under short day. However, the effects of EE were not evident in long day but the effects of EnEn were observed in long day. 13. Two pairs of dominant alleles for the earliness were estimated from the analysis of F$_1$ diallels in the field but the effects of these alleles in F$_2$ were not apparent due to low temperature and short day treatment in early part of growth and high temperature and long day treatment in later part of growth. The F$_2$ population shows continuous variation due to environmental effects and due to other minor gene effects. 14. The heritabilities for heading dates were ranged from 0.51 to 0.72, indicating that the selection in early generation might be effective. The extent of heritability for heading dates varied with environments; higher magnitude of heritability was obtained in short day treatment and high temperature compared with long day and low temperature treatments. The heritabilities of heading date due to response to short day were 0.86 in high temperature and 0.76 in low temperature. The heritabilities of heading date due to temperature were not significantly high. 15. The correlation coefficients of heading dates to the number of grains per spike, weight of 1, 000 grains. and grain yield were positive and high, indicating the difficulties of selections of high yielding lines from early population. But no significant correlation coefficient was obtained between the earliness and the number of spikes, indicating the effective selection for high tillering from early varieties for high yielding.

• Journal of Distribution Science
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• v.8 no.3
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• pp.27-35
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• 2010

As the population, buying power, and intensity of self-expression of the elderly generation increase, its importance as a market segment is also growing. Therefore, the mass marketing strategy for the elderly generation must be changed to a micro-marketing strategy based on the results of sub-segmentation that suitably captures the characteristics of this generation. Furthermore, as a customer access strategy is decided by sub-segmentation, proper segmentation is one of the key success factors for micro-marketing. Segments or sub-segments are different from sectors, because segmentation or sub-segmentation for micro-marketing is based on the homogeneity of customer needs. Theoretically, complete segmentation would reveal a single voice. However, it is impossible to achieve complete segmentation because of economic factors, factors that affect effectiveness, etc. To obtain a single voice from a segment, we sometimes need to divide it into many individual cases. In such a case, there would be a many segments to deal with. On the other hand, to maximize market access performance, fewer segments are preferred. In this paper, we use the term "sub-segmentation" instead of "segmentation," because we divide a specific segment into more detailed segments. To sub-segment the elderly generation, this paper takes their lifestyles and life stages into consideration. In order to reflect these aspects, various surveys and several rounds of expert interviews and focused group interviews (FGIs) were performed. Using the results of these qualitative surveys, we can define six sub-segments of the elderly generation. This paper uses five rules to divide the elderly generation. The five rules are (1) mutually exclusive and collectively exhaustive (MECE) sub-segmentation, (2) important life stages, (3) notable lifestyles, (4) minimum number of and easy classifiable sub-segments, and (5) significant difference in voices among the sub-segments. The most critical point for dividing the elderly market is whether children are married. The other points are source of income, gender, and occupation. In this paper, the elderly market is divided into six sub-segments. As mentioned, the number of sub-segments is a very key point for a successful marketing approach. Too many sub-segments would lead to narrow substantiality or lack of actionability. On the other hand, too few sub-segments would have no effects. Therefore, the creation of the optimum number of sub-segments is a critical problem faced by marketers. This paper presents a method of evaluating the fitness of sub-segments that was deduced from the preceding surveys. The presented method uses the degree of homogeneity (DoH) to measure the adequacy of sub-segments. This measure uses quantitative survey questions to calculate adequacy. The ratio of significantly homogeneous questions to the total numbers of survey questions indicates the DoH. A significantly homogeneous question is defined as a question in which one case is selected significantly more often than others. To show whether a case is selected significantly more often than others, we use a hypothesis test. In this case, the null hypothesis (H0) would be that there is no significant difference between the selection of one case and that of the others. Thus, the total number of significantly homogeneous questions is the total number of cases in which the null hypothesis is rejected. To calculate the DoH, we conducted a quantitative survey (total sample size was 400, 60 questions, 4~5 cases for each question). The sample size of the first sub-segment-has no unmarried offspring and earns a living independently-is 113. The sample size of the second sub-segment-has no unmarried offspring and is economically supported by its offspring-is 57. The sample size of the third sub-segment-has unmarried offspring and is employed and male-is 70. The sample size of the fourth sub-segment-has unmarried offspring and is not employed and male-is 45. The sample size of the fifth sub-segment-has unmarried offspring and is female and employed (either the female herself or her husband)-is 63. The sample size of the last sub-segment-has unmarried offspring and is female and not employed (not even the husband)-is 52. Statistically, the sample size of each sub-segment is sufficiently large. Therefore, we use the z-test for testing hypotheses. When the significance level is 0.05, the DoHs of the six sub-segments are 1.00, 0.95, 0.95, 0.87, 0.93, and 1.00, respectively. When the significance level is 0.01, the DoHs of the six sub-segments are 0.95, 0.87, 0.85, 0.80, 0.88, and 0.87, respectively. These results show that the first sub-segment is the most homogeneous category, while the fourth has more variety in terms of its needs. If the sample size is sufficiently large, more segmentation would be better in a given sub-segment. However, as the fourth sub-segment is smaller than the others, more detailed segmentation is not proceeded. A very critical point for a successful micro-marketing strategy is measuring the fit of a sub-segment. However, until now, there have been no robust rules for measuring fit. This paper presents a method of evaluating the fit of sub-segments. This method will be very helpful for deciding the adequacy of sub-segmentation. However, it has some limitations that prevent it from being robust. These limitations include the following: (1) the method is restricted to only quantitative questions; (2) the type of questions that must be involved in calculation pose difficulties; (3) DoH values depend on content formation. Despite these limitations, this paper has presented a useful method for conducting adequate sub-segmentation. We believe that the present method can be applied widely in many areas. Furthermore, the results of the sub-segmentation of the elderly generation can serve as a reference for mature marketing.

• Journal of Intelligence and Information Systems
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• v.19 no.4
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• pp.147-157
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• 2013

With the advent of the digital environment that can be accessed anytime, anywhere with the introduction of high-speed network, the free distribution and use of digital content were made possible. Ironically this environment is raising a variety of copyright infringement, and product images used in the online shopping mall are pirated frequently. There are many controversial issues whether shopping mall images are creative works or not. According to Supreme Court's decision in 2001, to ad pictures taken with ham products is simply a clone of the appearance of objects to deliver nothing but the decision was not only creative expression. But for the photographer's losses recognized in the advertising photo shoot takes the typical cost was estimated damages. According to Seoul District Court precedents in 2003, if there are the photographer's personality and creativity in the selection of the subject, the composition of the set, the direction and amount of light control, set the angle of the camera, shutter speed, shutter chance, other shooting methods for capturing, developing and printing process, the works should be protected by copyright law by the Court's sentence. In order to receive copyright protection of the shopping mall images by the law, it is simply not to convey the status of the product, the photographer's personality and creativity can be recognized that it requires effort. Accordingly, the cost of making the mall image increases, and the necessity for copyright protection becomes higher. The product images of the online shopping mall have a very unique configuration unlike the general pictures such as portraits and landscape photos and, therefore, the general image watermarking technique can not satisfy the requirements of the image watermarking. Because background of product images commonly used in shopping malls is white or black, or gray scale (gradient) color, it is difficult to utilize the space to embed a watermark and the area is very sensitive even a slight change. In this paper, the characteristics of images used in shopping malls are analyzed and a watermarking technology which is suitable to the shopping mall images is proposed. The proposed image watermarking technology divide a product image into smaller blocks, and the corresponding blocks are transformed by DCT (Discrete Cosine Transform), and then the watermark information was inserted into images using quantization of DCT coefficients. Because uniform treatment of the DCT coefficients for quantization cause visual blocking artifacts, the proposed algorithm used weighted mask which quantizes finely the coefficients located block boundaries and coarsely the coefficients located center area of the block. This mask improves subjective visual quality as well as the objective quality of the images. In addition, in order to improve the safety of the algorithm, the blocks which is embedded the watermark are randomly selected and the turbo code is used to reduce the BER when extracting the watermark. The PSNR(Peak Signal to Noise Ratio) of the shopping mall image watermarked by the proposed algorithm is 40.7~48.5[dB] and BER(Bit Error Rate) after JPEG with QF = 70 is 0. This means the watermarked image is high quality and the algorithm is robust to JPEG compression that is used generally at the online shopping malls. Also, for 40% change in size and 40 degrees of rotation, the BER is 0. In general, the shopping malls are used compressed images with QF which is higher than 90. Because the pirated image is used to replicate from original image, the proposed algorithm can identify the copyright infringement in the most cases. As shown the experimental results, the proposed algorithm is suitable to the shopping mall images with simple background. However, the future study should be carried out to enhance the robustness of the proposed algorithm because the robustness loss is occurred after mask process.

• Asian Journal of Turfgrass Science
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• v.17 no.1
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• pp.1-12
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• 2003

Research was Initiated to investigate germination characteristics of cool-season grasses (CSG). Several turfgrasses were tested in different experiments. Experiments I and III were conducted under a room temperature condition of 16$^{\circ}C$ to 23 $^{\circ}C$ and under a constant light condition at 25 $^{\circ}C$, respectively. An alternative environment condition that is a requirement for a CSG germination test by International Seed Testing Association (ISTA) was applied in the Experiment II, consisting of 8-hr light at 25 $^{\circ}C$ and 16-hr dark at 15 $^{\circ}C$. In each experiment, data such as early germinating vigor, germination speed and germination rate were evaluated. Six turfgrass entries were comprised of two varieties each from Kentucky bluegrass (KB, Poa pratensis L.), perennial ryegrass (PR, Lolium perenne L.), and tall fescue (TF, Festuca arundinacea Schreb.), respectively. Significant differences were observed in early germinating vigor, germination speed and germination rate. Early germinating vigor as measured by days to 70% seed germination was variable according to environment conditions, turfgrasses and varieties. It was less than 6 days in PR and 6 to 9 days in TF. However, KB resulted in 11 to 13 days under an alternative condition and 11 to 28 days under a room temperature condition. The germination speed was fastest in PR of 7 to 10 days and slowest in KB of 14 to 21 days. However, intermediate speed of 10 to 14 days was associated with TF. There were considerable variations in germination rate among turfgrasses according to different conditions. Generally, PR and TF germinated well, regardless of environment conditions. However, a great difference was observed among KB varieties, when compared with others. Under a room temperature condition, total germination rate was 71.0% in Midnight and 77.7% in Award. And it increased under an alternative condition, which was 81.7% and 91.7% in Award and Midnight, respectively. However, the poorest rate was found under a constant temperature condition, resulting in 18.0% in Award and 15.3% in Midnight. These results suggest that an intensive germination test required by ISTA be needed prior to the decision of seeding rate, including early germinating vigor and germination speed as well as total germination rate. KB is very sensitive to environment conditions and thus its variety selection should be based on a careful expertise.

• Journal of Distribution Science
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• v.10 no.3
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• pp.51-61
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• 2012

This study seeks to understand how the choice of a coffee shop is related to a customer's loyalty and which characteristics of a shop influence this choice. It considers large-sized coffee shops brands whose market scale has gradually grown. The users' choice of shop is determined by price, employee service, shop location, and shop atmosphere. The study investigated the effects of these four properties on the brand attitudes of coffee shops. The effects were found to vary depending on users' characteristics. The properties with the largest influence were shop atmosphere and shop location Therefore, the purpose of the study was to examine the properties that could help coffee shops get loyal customers, and the choice properties that could satisfy consumers' desires The study examined consumers' perceptions of shop properties at selection of coffee shop and the difference between perceptual difference and coffee brand in order to investigate customers' desires and needs and to suggest ways that could supply products and service. The research methodology consisted of two parts: normative and empirical research, which includes empirical analysis and statistical analysis. In this study, a statistical analysis of the empirical research was carried out. The study theoretically confirmed the shop choice properties by reviewing previous studies and performed an empirical analysis including cross tabulation based on secondary material. The findings were as follows: First, coffee shop choice properties varied by gender. Price advantage influenced the choice of both men and women; men preferred nearer coffee shops where they could buy coffee easily and more conveniently than women did. The atmosphere of the coffee shop had the greatest influence on both men and women, and shop atmosphere was thought to be the most important for age analysis. In the past, customers selected coffee shops solely to drink coffee. Now, they select the coffee shop according to its interior, menu variety, and atmosphere owing to improved quality and service of coffee shop brands. Second, the prices of the brands did not vary much because the coffee shops were similarly priced. The service was thought to be more important and to elevate service quality so that price and employee service and other properties did not have a great influence on shop choice. However, those working in the farming, forestry, fishery, and livestock industries were more concerned with the price than the shop atmosphere. College and graduate school students were also affected by inexpensive price. Third, shop choice properties varied depending on income. The shop location and shop atmosphere had a greater influence on shop choice. The customers in an income bracket of less than 2 million won selected low-price coffee shops more than those earning 6 million won or more. Therefore, price advantage had no relation with difference in income. The higher income group was not affected by employee service. Fourth, shop choice properties varied depending on place. For instance, customers at Ulsan were the most affected by the price, and the ones at Busan were the least affected. The shop location had the greatest influence among all of the properties. Among the places surveyed, Gwangju had the least influence. The alternate use of space in a coffee shop was thought to be important in all the cities under consideration. The customers at Ulsan were not affected by employee service, and they selected coffee shops according to quality and preference of shop atmosphere. Lastly, the price factor was found to be a little higher than other factors when customers frequently selected brands according to shop properties. Customers at Gwangju reacted to discounts more than those in other cities did, and the former gave less priority to the quality and taste of coffee. Brand preference varied depending on coffee shop location. Customers at Busan selected brands according to the coffee shop location, and those at Ulsan were not influenced by employee kindness and specialty. The implications of this study are that franchise coffee shop businesses should focus on customers rather than aggressive marketing strategies that increase the number of coffee shops. Thus, they should create an environment with a good atmosphere and set up coffee shops in places that customers have good access to. This study has some limitations. First, the respondents were concentrated in metropolitan areas. Secondary data showed that the number of respondents at Seoul was much more than that at Gyeonggi-do. Furthermore, the number of respondents at Gyeonggi-do was much more than those at the six major cities in the nation. Thus, the regional sample was not representative enough of the population. Second, respondents' ratio was used as a measurement scale to test the perception of shop choice properties and brand preference. The difficulties arose when examining the relation between these properties and brand preference, as well as when understanding the difference between groups. Therefore, future research should seek to address some of the shortcomings of this study: If the coffee shops are being expanded to local areas, then a questionnaire survey of consumers at small cities in local areas shall be conducted to collect primary material. In particular, variables of the questionnaire survey shall be measured using Likert scales in order to include perception on shop choice properties, brand preference, and repurchase. Therefore, correlation analysis, multi-regression, and ANOVA shall be used for empirical analysis and to investigate consumers' attitudes and behavior in detail.