• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.1
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• pp.12-25
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• 2016

Based on the self-congruity theory, this study investigated how congruity between multi-brand store image and consumers' self-image affect store attributes and consumer responses. A total of 331 questionnaires were used to analyze data. The results of research were: 1) 'Sophistication' as the congruity factor between store image and consumers' self-image affected 'utility', 'atmosphere', and 'design' among store attribute factors. Also, 'sincerity' influenced 'utility' as the store attribute factor. 2) 'Atmosphere' as the store attribute factor positively influenced consumers' emotional responses, and 'utility' and 'design' factors positively influenced consumers' cognitive responses. 3) Consumers' emotional responses had a positive impact on consumers' cognitive responses; in addition, consumers' emotional and cognitive responses had positive impacts on consumers' behavioral responses. 4) A-Land indicated higher scores on 'sophistication', 'atmosphere', and 'design' factors than ABC Mart. ABC Mart had shown higher scores on 'ruggedness' and 'utility' factors than A-Land. This study provides practical implications to develop effective marketing strategies to manage multi-brand stores.

• Journal of the Korean Society of Manufacturing Process Engineers
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• v.11 no.2
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• pp.125-136
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• 2012

Wrinkle and fracture are two major defects frequently found in the sheet metal forming process. In this process there are more than one design attributes to optimize and several uncontrollable factors which cannot be ignored in determining the optimal values of design variables. Therefore, attempts to reduce defects through a traditional optimization technique are often led to failures. In this research, a new design method for reducing the wrinkle and fracture under uncontrollable factors is presented by using decision-making theory. To avoid the psychological difficulties in determining the scaling constants of the multi-attribute utility function by using the ordinary lottery questions, a pair-wise comparison procedure is adapted to avoid this problem. The effectiveness of the proposed method is illustrated through a robust design of sheet metal forming process of a side member of an automotive body.

• Korean Journal of Construction Engineering and Management
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• v.8 no.3
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• pp.106-115
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• 2007

The size and length of road tunnels have been gradually expanded as industry developed. Consequently, the risk has been increased. The decision making process for ventilation system for road tunnels involves a large amount of information on economic feasibility, construction methods, and safety etc. In situation where systematically structured decision making process is unavailable, almost decisions about ventilation systems are made based on engineers' private knowledge and experiences. Procedure and criteria to choose the best optimized ventilation system among many alternatives are proposed, breaking away from the economic dependency-oriented decision making. This paper presents a Multi-Attribute Utility Theory and AHP based function with which planners can calculate overall utility of each alternative. It is anticipated that the effective use of the proposed methodology for decision making on ventilation systems ould be able to reduce the likelihood of the occurrence of potential safety risks as well as increase the overall ventilation performance.

• Proceedings of the KSR Conference
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• 2007.11a
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• pp.1647-1656
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• 2007

With the growing international consensus regarding sustainable development of transportation, the plan of transportation infrastructure needs to meet various requirements toward enhancing environmental conditions. Accordingly, the upcoming long-term plan of high-speed rail network has to be reflecting the sustainability of transportation systems. In this paper, we propose methodologies based on multi-attribute utility theory for determining priorities of sustainable high-speed rail investment. The proposed methodologies identify indicators for sustainable transportation systems such as economic, environmental, social, and transportation-related ones and then, explain the way how to evaluate the overall sustainability by comparing the relative importance among indicators. This will help transportation agencies to prioritize high-speed rail investment toward sustainable transportation systems.

• Environmental and Resource Economics Review
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• v.12 no.3
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• pp.487-513
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• 2003

Currently, development of environmental index has been an increasingly important issue to achieve sustainable development, providing critical information to policy-makers. In particular, marine environmental composite index for Korea is widely required to establish. This paper constructs a marine environmental composite index using the OECD pressure-state-response (PSR) framework and employing multi-attribute utility theory (MAUT). The PSR framework links human activities as a pressure to environmental state and policy response. Weights are calculated by the MAUT technique. The paper provides annual pressure, state, response indices, and state index by sea area from 1991 to 2001 in Korea. The implications of the results and application plan of the index are also discussed.

• The KIPS Transactions:PartD
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• v.11D no.3
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• pp.731-740
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• 2004

In this paper we propose a fast negotiation agent system that guarantees the reciprocity of the attendants in a bilateral negotiation on the e-commerce. The proposednegotiation agent system exploits the incremental learning method based on an artificial neural network in generating a counter-offer and is trained by the previous offer that has been rejected by the other party. During a negotiation, the software agents on behalf of a buyer and a seller negotiate each other by considering the multi-attributes of a product. The experimental results show that the proposed negotiation system achieves better agreements than other negotiation agent systems that are operated under the realistic and practical environment. Furthermore, the proposed system carries out negotiations about twenty times faster than the previous negotiation systems on the average.

• International conference on construction engineering and project management
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• 2005.10a
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• pp.855-861
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• 2005

Every public agency governing infrastructure has to plan effectively for rehabilitation of existing facilities within the constraints of the capital program. Numerous technical, social, political, financial, and management constraints govern the decision to rehabilitate a facility. However, without a systematic procedure for selecting facilities for rehabilitation, within the prevailing constraints, it is possible that the funds available for rehabilitation might be suboptimized. Therefore, a decision support system that assists the user in selecting facilities for rehabilitation while considering the technical, social, financial, and political and management constraints will be useful in the decision-making process. This paper compares the Analytical Hierarchy Process (AHP) with the Swing Weight method used to prioritize functional criteria for suburban station rehabilitation. This paper also contains a brief discussion about the relevance of the Multi Attribute utility theory in developing a decision model for the problem at hand. The results of this paper provides the user with a decision support system that would prioritize the stations in order of their weights obtained by a systematic evaluation of various criteria and sub-criteria involved in the decision making process

• Proceedings of the Technology Innovation Conference
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• 1999.06a
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• pp.245-265
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• 1999

MAUT and AHP are widely used for quantification of subjective judgements in various fields of decision making. This study focuses on the introduction and application of MAUT/AHP method which is a hybrid of MAUT and AHP techniques in R&D project priority setting. This hybrid model can clarify each factors' contribution using MAUT method and can reduce the number of pairwise comparisons of AHP method. This study applies AMUT/AHP method to the evaluation of R&D projects in a Government - funded research institute. To evaluate R&D projects, six evaluation factors are derived. SMART(Simple MultiAttribute Rating Technique) and DVM(Difference Value Measurement ) out of many MAUT methods are used to design the utility function ad AHP is used to allocate the weights among evaluation factors. The major findings of this study can be summarized as follows. First, the SMART/AHP and the DVM/AHP have the same results with the SMART and the DVM, and they are different results with AHP. It is very hard to decide which one is better. Second, MAUT/AHP's strength is analyzed. MAUT reflects utility values of evaluators to alternatives and AHP results objective and consistent weights of factors through pariwise comparisons. Third, its possible application fields are proposed. It is applicable to subjective decision making problems with high complexity and inter-independent factors.

• Proceedings of the Korean Information Science Society Conference
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• 2001.10b
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• pp.70-72
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• 2001

오늘날 대부분의 인터넷 경매 시스템은 단지 가격이라는 단일 속성만을 상품 거래의 절대 기준으로 삼고 있다. 이러한 경매 시스템은 단일 판매자와 다수의 구매자가 경매에 참여하므로 구매자에게 공정만 협상을 할 수 있는 기회를 제공하지 못한다. 이러한 문제를 해결하기 위해서 제품을 거래할 때 가격 외에도 배달시간, 보증기간 등 다중 속성을 가지고 협상을 수행할 수 있는 지능형 에이전트가 요구된다. 또한 다수의 판매자와 다수의 구매자가 협상을 진행할 수 있는 M:N 지능형 협상 에이전트도 필요하다. 본 논문에서는 Multi-Attribute Utility Theory(HAUT)를 이용하여 다중 속성을 가지고 거래를 하고 각각의 속성별로 거래 우선순위 가중치를 두어 협상하는 경매시스템을 제안한다. 그리고 다수의 판매자와 구매자가 협상을 하여 실제 협상과 차이가 많은 온라인 경매 협상 방법의 문제에 대한 해결방안도 제시하였다. 또한 사용자의 만족도를 높이기 위해 각 에이전트에게 최적의 상대 에이전트와 거래할 수 있는 예약시스템을 구현하였다. 제안한 모델은 약 85%의 거래 성사비율과 약 80%의 거래만족도를 보여준다.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.5
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• pp.671-679
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• 2016

Bridges, which constitute one of the key facilities in a social infrastructure, are easily accessed and used by users, so that keeping their performance above a certain level is essential. According to various cases in the U.S., Japan and Europe with a long construction history, it is expected that the maintenance cost of bridges in Korea will increase continuously in the future, so a rational decision making system based on engineering factors is necessary to optimize the performance of and maintain them by allocating the limited budget efficiently. This study is a preliminary basic study for the purpose of developing a common asset management system for managing all of the bridges and maintaining the level of service provided by them. The scope of this preliminary study is limited to bridges in urban areas. The bridge asset management system for bridges in urban areas, their level of service (LOS) and performance measure (PM) were developed by carrying out a workshop consisting of both experts and stakeholders. The analysis on the weights of the value and performance measure for each performance indicator was carried out by using the multi-attribute utility theory and the AHP method. In order to confirm the application of the weight of the performance measure and value of the performance indicator, six bridges in an example city were selected, LOS analysis was applied and its results were reviewed.