• Journal of Korean Society of Transportation
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• v.26 no.6
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• pp.133-142
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• 2008

The term, travel time reliability, refers to variations in journey time that travelers cannot predict. This issue has been one of the main research topics in transport studies. This paper, especially, investigates the value of travel time reliability. The marginal substitution rate method is suggested as the way for the valuation and travelers' stated preference data are collected based on a choice experiment. A mode choice model is estimated using the data surveyed. The parameters of travel costs and travel time reliability from the model are used to calculate the marginal substitution rate that is interpreted as the value of travel time reliability. The value is arranged by travel areas of intercity and urban trips and by journey purposes of working and non-working types. The result of this research is expected to be helpful of conducting more cautious economic feasibility studies of transport schemes.

• 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.

• Journal of Korean Society of Transportation
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• v.26 no.6
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• pp.143-154
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• 2008

This paper considers option and non-use values of rail services. The total economic value of a given transport service can be classified into use, option and non-use values, other grouping rules can be applied though. The use value is the consumer's surplus from the actual rides of a specific mode. The option value, on the other hand, can be defined as a traveler's willingness to pay for reserving a travel mode, which is not his or her main choice, as a standby alternative. Finally, the non-use value represents benefits that are not attributable to the actual use or option use, but to the vicarious, altruistic, functional and existing worth of a transport service. A stated preference survey based on a double-bounded dichotomous choice is conducted. A survival model is applied to the data collected. Calculations of trip makers' willingness to pay for option and non-use values are based on the parameters of the estimated survival model. Some suggestions for transport appraisal are also presented.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.598-608
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• 2021

This study aimed to examine the personality traits of a specific group using color reflection reading (CRR) analysis. An experiment was conducted to examine the color preferences of dental hygienists in a certain community. The color psychology test was conducted with 238 dental hygienists currently employed in dental clinics or hospitals in Gwangju, Jeollanam-do, in the form of a self-administered questionnaire. Participating dental hygienists were differentiated into groups by their order of selection of eight different colors, and the results were analyzed using SPSS 22.0. The analysis results showed that the most common first-, second-, and third-choice colors were magenta, yellow, and magenta, respectively. By age, magenta was the most common first-choice color in all age groups. When the results were analyzed by marital status and the presence or absence of offspring, the same results were obtained. Yellow and blue were the most common second-choice colors for married and unmarried participants, respectively. The findings were expected to provide data for human resource management, such as for developing better working environments that account for stress relief or psychological stability using color preferences or complementary colors.

• Environmental and Resource Economics Review
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• v.16 no.3
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• pp.701-721
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• 2007

A key issue in the development and application of stated preference nonmarket valuation is the incorporation of unobserved heterogeneity in utility models. Two approaches to this task have dominated. The first is to include individual-specific characteristics into the estimated indirect utility functions. These characteristics are usually socioeconomic or demographic variables. The second employs generalized models such as random parameter logit or probit models to allow model parameters to vary across individuals. This paper examines a third approach: the inclusion of psychological or 'latent' variables such as general attitudes and behaviour-specific attitudes to account for heterogeneity in models of stated preferences. Attitudinal indicators are used as explanatory variables and as segmentation criteria in a choice modelling application. Results show that both the model significance and parameter estimates are influenced by the inclusion of the latent variables, and that attitudinal variables are significant factors for WTP estimates.

• Journal of the Korean Dietetic Association
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• v.1 no.1
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• pp.2-9
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• 1995

The present study was designed to observe whether nutritional education on children or mothers of the children who avoid to eat vegetables can improve the preferences for the vegetables of the subjects. The subjects were 45 children who are fourth to sixth grade of primary school in Bibong. They were assigned to one of three groups which are Control, Children Education and Mothers Education groups. Control group was not given any special education, while experimental groups were given nutritional education for 4 weeks. The effects of education was evaluated in the aspects of preference changes for vegetables, nutritional knowledge, attitude and food behavior of the subjects The results are summarized as follows. 1. Preferences to cucumber, lettuce, chinese cabbage and raddish were high in three groups while greenonion, onion, lotus roots and red pepper didn't suit for their taste. 2. Significantly increased scores for the preference to red pepper, pumpkin, Dorajee(root of chinese bell-flower), braken, mushroom was shown only in the children who had nutritional education while the children in the group of Mothers Education improved their preference only cabbage and lotus roots. 3. Nutritional knowledge of the children in Children Education group has improved significantly(p<0.05). While there was no significant difference between control and Mothers Education group. 4. When scores for food habit of mother and children were estimated, there was no significant difference among three groups. However, score of food habit in children was higher than that of mothers. 5. Food habit and nutrition knowledge of mother were not well corelated with dietary attitude and behavior of their children. These results indicate that the program of nutrition education in the present study can improve the food choice of children for vegetable and correct one-sided food habit. The program applied in this study would serve a kind of model for the dietetic teachers to guide the children who mainly dislikes vegetables.

• Environmental and Resource Economics Review
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• v.16 no.4
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• pp.873-900
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• 2007

Non-market valuation studies tend to assume that individual households have homogeneous preferences for a non-market good to value. However, since the preferences for non-market goods, especially environmental goods are more likely to be heterogeneous by nature, it may be more appropriate to assume heterogeneous preferences for non-market goods, which may in turn may lead to reduced biases in the WTP estimation. This study investigate the extent to which individual households have heterogeneous preferences for reduced concentrations of radon, a radioactive indoor air pollutant, for road safety, and for nuclear power safety. We also analyze the effect of heterogeneity assumption on the results of model and WTP estimation. Using the choice experiments and mixed logit models, we found that allowing for heterogeneous preferences improved model fitness and that there existed heterogeneous preferences for both reduced radon concentration and road safety, albeit not for nuclear power safety. The mean WTP for reduced radon concentrations and road safety increased by factors of 2.44 and l.74 respectively with the models allowing for heterogeneous preferences.

• Asian-Australasian Journal of Animal Sciences
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• v.9 no.2
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• pp.159-164
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• 1996

Food intake of birds can be affected by particle size as well as diet composition, In order to investigate whether food intake of diets including excessive amount of phenyalanine(Phe) was influenced by diet types. a series of experiments were conducted in growing chicks and laying hens. Growing chicks significantly decreased food intake in a semipurified excessive Phe diet compared with a semipurified control diet, while laying hens fed a practical diet including excess Phe did not significantly reduce their food intake over a corn starch-substituted control diet. In an attempt to find out whether diet type affects food intake in layers, the semipurified type diet with excess Phe greatly reduced food ingestion, but the effect was delayed in the practical type diet. Moreover, under choice feeding regimes between the Phe and either starch, tyrosine(Tyr) or fiber diets in order to investigate whether the decreased food intake in the presence of an excess of dieary Phe in laying hens is involved in the palatability for the diet, there was no significant difference between Phe and starch diet while a preference for the Phe diet tended to be increased when birds were offered Tyr. Laying hens ingested significantly more the Phe diet than the fiber diet within 1 h after feeding. For supporting the idea that preference for the Phe diet may be affected by manipulating taste sense, an anaesthetic or saline was intramuscularly administered under the tongue just before a choice feeding. Preference for the Phe diet was not significantly different from that for the fiber reference diet within 1 h in the anaesthetized birds while the birds preferred the Phe diet in the saline treated group. It is suggested that because birds are able to select a diet, the decreased food intake induced by dietary excess Phe may be due to the repulsive effect of Phe after ingestion but not the taste of Phe.

• The Journal of the Korea Contents Association
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• v.12 no.1
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• pp.485-499
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• 2012

With the maturity of department stores and discount stores, many Korean retail companies have an interest in developing outlet shopping centers such as Yeoju Premium Outlet so on. To develop a successful outlet shopping center, developers should understand consumer's preferences on many attributes of development alternatives. This study analyzes consumer's preferences on outlet shopping center and evaluates various development alternatives by using conjoint analysis. With empirical research for outlet shopping center development, this study can elicit potential shopper's preference for outlet shopping center. The empirical result shows discount rate is most important attribute to develop outlet shopping center. The potential shoppers have higher preference for higher discount rate. Location is the second important attribute. Brand is the least important attribute. By using utilities derived from analysis, this study performs various choice simulations. Through choice simulation analysis, this study tries to find the best development alternative for new outlet shopping center.

• Journal of Korean Society of Transportation
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• v.27 no.3
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• pp.131-140
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• 2009

A diversity of railway network function enhancement projects such as the double tracking, electrification, and direct operation have been actively executed to improve the railway service. When the new rapid railway is provided, how many people will use it instead of other transports? How will the railway choice behavior be changed? Accordingly, in this paper, the applicability of diverted travel demand forecast method by Stated Preference(SP) and Transfer Price(TP) data was reviewed for Daegu metropolitan railway service. As the result of implementing the Revealed Preference(RP) and RP+SP model, the total travel time and travel cost parameters are of the right sign and are highly significant. In particular, when TP data is used as the complementary investigation of SP, the boundary value of diverted travel demand can be easily identified by railway fare and travel time service level. Therefore, it is considered that this will practically apply even in other regions as well as Daegu metropolitan railway.