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http://dx.doi.org/10.5392/JKCA.2012.12.01.485

Application of Conjoint Analysis to Evaluating Alternatives for Outlet Shopping Center Development  

Shin, Jong-Chil (건국대학교 부동산학과)
Park, Jeong-Hyun (건국대학교 부동산학과)
Baik, Min-Seok (건국대학교 부동산학과)
Publication Information
The Journal of the Korea Contents Association / v.12, no.1, 2012 , pp. 485-499 More about this Journal
Abstract
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.
Keywords
Outlet Shopping Center; Conjoint Analysis; Choice Simulation;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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