• Journal of the Korean housing association
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• v.1 no.2
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• pp.49-66
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• 1990

This study is a case study to grasp residents` trade-off preference and opinions for selected interior environmental attributes of muilti-family housing. Interiew with structured questionnaire was carried out through pilot and main survey. On the basis of the result of pilot survey, interior environmental attributes for the main survey were selected. Selected attributes were the size of each residential room, the degree of openness between two rooms and interior facilities. Among them, trade-off approach was applied to the size of each residential room and interior facilities. For the main survey. 45 housewives living in 31 pyung apartment of a selected construction company to grasp the residents` trade-off preference and opinions on the selected attributes. In terms of the size of each room, subjects wanted the room to be lager, whereas master bedroom smaller, and family bathroom larger, wheareas toilet near master bedroom smaller. In terms of the degree of openness between two rooms, the present degree of openness between private and service area such as living room and balcony, and second bedroom and adjacent balcony need to be more open, whereas the present degree of openness between living room and dining room and between living room and kitchen need to be more closed. The comparative orders of important intems were the ventilation facility in the bathroom, drying poles for clothes in the balcony, interior landscape, and workable for hand washing clothes. In conclusion, measurement of preference using trade-off approach about selected interior environmental attributes in post-occupancy evaluation was regarded as a promising evaluation method to grasp the practical and comparative preference under constraints comparing to the typical existing methods.

• Journal of the Korean Operations Research and Management Science Society
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• v.19 no.2
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• pp.75-84
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• 1994

The uncertainty in the relative weights of a pairwise comparison matrix n Multi-attribute Decision Making (MADM) is caused by imprecise preference information of decision maker. In this paper, it is shown how weight of attributes can be derived from the pairwise comparison matrix with interval pairwise comparison. The preference information of each pair of attributes with a point pairwise comparison is combined with an interval pairwise comparison in order to estimate a point pairwise comparison for a pair of attributes with the imprecise preference information. A numerical example shows the suggested procedure for deriving weights of attributes.

• Journal of the Korean Institute of Illuminating and Electrical Installation Engineers
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• v.25 no.1
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• pp.18-29
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• 2011

Light emitting diode(LED) technology has been increasingly developed and larger color gamut by LED illuminations can be reproduced; therefore more efficient LED lighting design can be accomplished under a consideration of color emotion. Fifty-two LED colors which are uniformly distributed on the uniform chromaticity space are evaluated in terms of fatigueness and preference and their relation to three color-appearance attributes(lightness, chroma and hue) are investigated. As a result, 23 human observers likely to prefer and feel comfortable, when lightness of a given LED color stimulus increases as well as its chroma decreases. The highest fatigueness score is observed in red color series and the most preferred LED color is found in green color series. In addition, fatigueness and preference show a strong negative linear relation and their Pearson correlation is higher than -0.8.

• Journal of the Korean Society of Costume
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• v.66 no.5
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• pp.1-15
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• 2016

Within globalization of fashion business Korean culture is affecting fashion business. Although Korean culture is creating new content and economic value presently, the research on Korean fashion culture has been limited. Therefore, this study has identified attributes influencing cognitive, affective response as well as consumer preference and purchase towards contemporary Korean culture clothing. This study aims to do the following: (1) examine the effect of the identified contemporary cultural apparel product attributes on cognitive, affective response (2) Analyze the effect of cognitive, affective response on preference and purchase intention (3) Determine the relationship between preference and purchase intention. This study result defines the importance of studying contemporary cultural apparel product attributes for better fashion marketing business in the fashion and cultural field to attract consumers.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2012.05a
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• pp.17-18
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• 2012

• Journal of Information Technology Applications and Management
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• v.24 no.4
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• pp.93-115
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• 2017

The ability of smartphones to facilitate various services like mobile banking, e-commerce and mobile payments has made them part of consumers' lives. Conjoint analysis (CA) is a marketing research approach used to assess how consumers' preferences for products or services develop. The potential applications of CA are numerous in consumer electronics, banking and insurance services, job selection and workplace loyalty, consumer packaged goods, and travel and tourism. Choice-Based Conjoint (CBC) analysis is the most commonly used CA approach in marketing research. The purpose of this study is to utilise CBC analysis to investigate the relative importance of smartphone attributes that influence consumer smartphone preference. An experiment was designed using Sawtooth CBC Software. 326 students attempted the online survey. Utility values were derived by Hierarchical Bayes (HB) estimation and used to explain consumers' smartphone preferences. All the six attributes used for the study were found to significantly influence smartphone preference. Smartphone brand was the most important, followed by the price, camera, RAM, battery life, and storage. This study is one of the first to use Sawtooth CBC analysis to assess consumer smartphone preference based on the six attributes. We provide implications for the development of new smartphones based on attributes.

• The Journal of the Korea Contents Association
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• v.17 no.8
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• pp.422-434
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• 2017

The influence of information on other's preference on one's attitude formation can vary with consumer's uniqueness motive and product attributes. When high-CNFU individuals are given the information on the preference of others toward an experience attribute, the uniqueness aspect of their self-identity is aroused. As conforming to others' preference causes concern that their uniqueness-related self-esteem is threatened, they contrast away from the majority. On the other hand, they form their attitude toward search attributes regardless of the preference of others. In contrast, for low-CNFU individuals, knowing the majority's choice of experience attributes does not arouse the uniqueness aspect of their self-identity and not threaten their self-esteem. Thus, they tend to conform to the majority regardless of the type of product attributes. This study suggests whether or not the attribute signals the identity of a person as another criterion that distinguishes experience and search attributes. The results imply that when targeting a consumer with a strong desire for uniqueness, it would be more effective for a company to develop features that are not popular.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.10
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• pp.1522-1534
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• 2008

The subjects of ttis study were middle-aged women in their 40s$\sim$50s and older women aged 60 and over who were living in Seoul and Kyonggi-do, Korea. Through studying the participants' responses to the questions regarding the attributes of image preference in terms of the levels of satisfaction and importance, the target consumers' demand has been studied. And, they are applied to a QFD Matrix, to find out the relationship between the attributes of product quality and the guidelines of clothing design. For this study, clothing image preference is categorized as three types: fashionable and urbane image, elegant and formal image, comfortable and active image. It has also been found that middle-aged and older women think the clothing that projects fashionable and urbane image needs more improvement that those for other images. To review demands for the clothing image preference attribute of formal suits for middle-aged and older women, the priority of these attributes through QFD Matrix that shows the relationship between the attributes and dress elements emphasized by designers has been examined. In reflecting clothing image preference by consumers for their formal two-piece suits, the most important design elements related to material in order of importance were material type, style, thickness and texture, and those related to color were the number of colors used and coloring type.

• Journal of the Korean housing association
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• v.18 no.3
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• pp.103-113
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• 2007

The purpose of this study is calling attention to the silver town by analyse preference attributes diversely and suggest alterative plan. Also, offering basic data which needs for the establishment of comfortable and ideal old age residence culture by developing silver town which is appropriate for our circumstances and emotion. The survey population of this study focused on 40s and 50s' middle aged both genders living in the Seoul and national capital region, we used random sampling method. The analytical methods used in this study were frequency, mean, standard deviation, Factor Analysis, t-test, ANOVA, post-hoc estimation (Duncan test), multiple regression, To verify the reliability of each measure, Cronbach's alpha coefficient was used.

• Journal of the Korean Home Economics Association
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• v.38 no.5
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• pp.25-41
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• 2000

This study examined the relationships of store preference with perceived store attributes and consumers' individual characteristics and the impacts of shopping situations on actual store choice. Data were obtained from an on-site questionnaire survey to a convenience sample of young consumers. A total of 456 responses was analyzed. Based on store preference and store choice, respondents were divided into four preference(or choice) groups of: Independent fashion specialty store; Independent general fashion store; Department store and Brand-franchised store. MANOVA, ANOVA and $\chi$$^2$ analyses revealed that there were significant differences among 4 store preference groups on 3 store attribute factors(price, promotion, and merchandise & displays), fashion involvement, perceived financial risk and 5 demographic characteristics(age, gender, marital status, education and spending). Also, there were significant differences among 4 store choice groups on 3 shopping situations the respondents had experienced. Based on the results, the study provided a profile of each store preference group and marketing implications.