• Korean Journal of Cognitive Science
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• v.33 no.1
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• pp.77-93
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• 2022

Previous studies have reported that a plausible reference point has a greater anchoring effect than an extreme reference point. It is also known that the anchoring effect decreases when the individual's level of knowledge related to a given item is high. However, there has been no study examining the interaction of the plausibility of the reference point and the difficulty of the given question. Therefore, in this study, the effect of the reference plausibility and the difficulty of the questions on the anchoring effect were examined. The relationship between the response confidence and the anchoring effect was also examined. To do so, easy and difficult questions, plausible and extreme reference points were selected through preliminary research. The experiment was conducted following the 'standard anchoring task procedure'. As results, the extremity of the reference point and the difficulty of the question affected the size of the anchoring effect respectively. The difficulty of the question also affected the confidence of the response. Specifically, when a plausible reference point was presented and when a difficult question was presented, the anchoring effects were increased. In addition, the lower the confidence in one's performances, the greater the influence of the reference point when an extreme reference point was presented. These results show that the plausibility of the given reference point and the difficulty of the item have different effects on the magnitude of the anchoring effect and the degree of confidence. The results of this study support the attitude change perspective regarding the anchoring effect, which suggests that the anchoring effect varies depending on the characteristics of the reference point and the individual's knowledge.

• Journal of The Korean Association For Science Education
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• v.21 no.4
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• pp.689-696
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• 2001

Students who have correct conception didn't show big changes in a test of cognitive conflict, while students who have misconception made significant changes Most students who had misconception were considerably curious about demonstration of an actual phenomenon. On the other hand, according to their own confidence of preconception, the higher confidence of misconception is, the bigger conflicts are and when they meet some different phenomenon unlike their ideas, their psychological shock was big. After a cognitive conflict lesson, students' conception was significantly changed regardless of students' confidence of preconception and the persistence effect new conceptions showed similar result as preceeding research regardless of confidence of preconception. That is, the change decreased from immediate after demonstration of an conflict situation to a week after. After conceptual change, students' confidence of correct conception was generally increased, so it turned out that cognitive conflict lesson had a positive effect on students who had a misconception.

• Proceedings of KOSOMES biannual meeting
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• 2008.05a
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• pp.69-74
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• 2008

The aim of this paper is to calculation benefit cost for development of Hwawon leisure & tourism complex. To calculation benefit cost, this paper propose a advanced travel cost method(ATCM) which is to consider Improved travel cost method(ITCM) and variable traffic units with confidence degree cf decision-maker. At the result of calculation, total benefit costs are 292805 million won at 52% of confidence degrees and 10% discount rates.. Also total benefit cost is 304517 million won at 4% of GDP growth rate is 4%.

• Proceedings of the Korean Institute of Intelligent Systems Conference
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• 2002.12a
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• pp.451-454
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• 2002

본 논문에서는 개인의 적성을 판단하는 문제를 처리하기 위한 가중치 퍼지추론 알고리즘을 제시하고, 지식표현을 위해 퍼지 집합 이론과 퍼지 생성 규칙들을 이용하였다. 거리척도에 서는 퍼지값이 높은 구간의 척도를 낮은 구간의 척도에 비례하여 유사성을 구하였다. 또한, 가중치를 정량화한 값과 척도값을 연산하여 유사성을 나타냈고, 추출된 항목과 규칙과의 가능성을 구하였다. 여기서, 결과는 수검자들이 응답한 값들에 따라 임의의 직업군이 적당한 지를 나타내기 위해 확신도로 해석하였다.

• Environmental and Resource Economics Review
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• v.15 no.5
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• pp.921-937
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• 2006

In this paper, we apply fuzzy theory in a discrete choice Contingent Valuation Method(CVM) in order for dealing preference uncertainty problem. Fuzzy membership function is used in an empirical analysis to estimate the willingness-to-pay(WTP) for the preservation of the endangered Asiatic Black Bear in Korea. The estimated WTP was about 9,090 Korea Won per household with 78 percent of confidence level. The advantage of applying fuzzy theory in the valuation method could be found in its ability to measure the confidence level of the estimated WTP.

• Environmental and Resource Economics Review
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• v.14 no.2
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• pp.447-474
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• 2005

Respondents, in the willingness to pay (WTP) survey, may have preference intensity about their stated WTP values. This study elicited a post-decisional intensity measure for each observed WTP answer for gathering information on the degree of preference intensity. In order to deal with the WTP data with preference intensity, this paper considers using the Type 3 Tobit model. This is usually estimated by the parametric two-stage estimation method assuming homoskedastic and bivariate normal error structure. However, if the assumptions are not satisfied, the estimates are inconsistent. The author has tested the hypotheses of homoskedasticity and normality, and could not accept them at the 1% level. The assumptions required to estimate the parametric Type 3 model are, therefore, too strong to be satisfied. As an alternative the parametric model, this study applies a semiparametric Type 3 Tobit model. The results show that the semiparametric model significantly outperforms the parametric model, and that more importantly, the mean WTP from the parametric model is significantly different from that from the semiparametric model.

• Journal of the Korean Society of Food Culture
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• v.17 no.2
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• pp.97-102
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• 2002

본 연구는 한국에 거주하는 미국인 및 캐나다인의 식품구입 및 한국식당 이용실태를 조사한 결과 한국마켓에서의 식재료가 안전한지를 묻는 질문에 38%가 아니라고 응답하였고 77%가 음용수의 안전성을 확신한다고 대답하였으나 54%의 응답자는 수입된 물을 구입해서 마신다고 하였으며 한국음식을 상당히 좋아하고 한국음식점을 즐겨 찾는 것으로 나타났으며 한국음식의 단맛, 짠맛, spicy한 정도는 강하지 않다고 응답하였고 식당 종업원들의 위생관념에는 만족하지 않는 것으로 나타났다. 대부분의 응답자가 한국마켓에서의 식재료의 안전도에 관해서는 신뢰하고 있었으나, 일부 응답자들은 본국에서 음용수 및 음식을 가져다 먹는다고 응답한 것으로 보아 식재료에 대한 더욱 철저한 위생관리가 필요하다고 여겨지며, 또한 한국음식점 이용에 대한 질문에서도 전반적으로 좋은 반응을 보였으나 종업원의 위생관념의 부족을 지적한 바, 음식점에서의 위생분야에 더욱 주의를 기울여야 할 것을 지적하고자 한다.

• Korean Security Journal
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• no.17
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• pp.361-381
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• 2008

Quality rating of machine security systems is difficult because both tangible and intangible services are included. However, still, the research template applied the SERVQUAL model with the intention of confirming machine security systems' service quality formation and experimentally inspecting the relationship between service quality and customer satisfaction. Therefore, the following highlights the experimental research outcomes and their implications for small-scale businesses utilizing machine security systems in the Daegu region. First, after observing whether the determining factors constitute service quality, four components were found to have significant influence on customer satisfaction. Additionally, in observing any differences in their influences, the following in order were observed as having influence on customer satisfaction: empathy, assurance reliability, responsiveness, and tangibility. Moreover, though companies‘ newest facilities and equipment are important, it can be concluded that a company employees’ prudent consideration, individual interest, reliability, and assurance for the customer carry greater importance. Secondly, though we intended to survey machine security systems by employing the SERVQUAL model, determinant factor analysis results found applying SERVQUAL model in its original state a challenge. According to results from determinant factor analysis, the basis for forming service quality is determined by assurance reliability, empathy, tangibility, and responsiveness. Furthermore, in future research, while more accurately distinguishing between assurance and reliability, a more appropriate model must also be considered for modification in domestic machine security system industry‘s service quality evaluation.

• Asia Marketing Journal
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• v.6 no.1
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• pp.1-16
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• 2004

서비스품질의 차원과 위계에 대한 논의가 최근 들어 늘어나고 있다. 그 이유는 서비스품질, 고객만족, 고객의 긍정적 행동의향, 수익성 간의 선순환 때문이다. 차원모델은 SERVQUAL과 SERVPERF 모델이 있고 위계모델은 Grönroos(1984)모델과 미국학자들이 개발한 모델이 대표적이다. 최근들어 이들을 결합한 하이브리드모델이 제안되고 있다. 하지만 기존의 하이브리드모델은 차원과 위계를 결합하여 일반성은 높지만 위계를 정하는 이론적 근거가 분명하지 않다. 본 연구는 욕구위계이론 중 Herzberg(1968)의 두 요인이론에 근거하여 서비스품질의 위계모델을 제시하려 한다. 이를 위해 CIT로 판매접점에서 고객이 느끼는 결정적 사건(critical incidents)을 조사하였다. 먼저 중복요인과 단독요인으로 나누고 각각을 다시 불만족중심과 만족중심으로 나눌 때 이들 결정적 사건이 잘 분류되었다. 분류결과 신뢰성은 불만족중심 중복요인, 응답성은 만족중심 중복요인, 공감성은 단독만족요인으로 나타났다. 본 연구에서 제시하는 서비스품질의 욕구위계모델에 따르면 신뢰성, 응답성, 공감성의 순으로 서비스품질이 중요하다. 확신성과 유형성은 따로 분류되는 결정적 사건이 없어 만족, 불만족 요인을 도와주는 조절요인으로 볼 수 있다.

• Journal of the Korea Society of Computer and Information
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• v.15 no.7
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• pp.125-134
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• 2010

Importance of online community has been increased and also online community has been used as an important marketing tool. The purposes of this study are to construct an instrument to evaluate service quality of online community service and have a further discussion of the relationship between service quality dimensions, customer satisfaction, intention to move. According to our findings, among the determinants of service quality, empathy strongly influences both of consumer satisfaction and intention to move. The determinants of service quality which positively influences consumer satisfaction are empathy, tangibles and responsiveness. Empathy and assurance negatively influence intention to move. This means that the service quality of online community affects customer retention. Also, understanding and reflecting customer needs are more important.