• Title/Summary/Keyword: 잠재적 소비자 선호

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Analysis of Consumer Preference on Mid to Long Term Power Sources by Using a Choice Experiment (선택실험법을 이용한 중장기 전원별 소비자 선호 분석)

  • Jung, Heayoung;Bae, Jeong Hwan
    • Environmental and Resource Economics Review
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    • v.27 no.4
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    • pp.695-723
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    • 2018
  • Recently, extreme weather due to climate change has become more frequent, and increase of fine dust has worsen air quality in Korea. Therefore, not only negative perception on coal-fired power generation is dominant, but also the social acceptance of nuclear power generation declines. This study aims at deriving consumer preferences on the mid and long term power mix with various energy sources. Willingness to pay for each generation source was estimated and the preference heterogeneity of consumers was examined by using mixed logit and latent class models. Mixed logit estimation results show that the preference heterogeneity of consumers is especially large for the nuclear power relative to renewable or coal energy. According to the estimation results from the latent class model, group 1 prefers renewable energy while group 2 prefers coal energy. Group 3 shows lexicographic preference which means restricted rationality. As for the policy implication, it is necessary to understand the preference heterogeneity of consumer groups in planning the mid to long term power mix.

Assessment of the Potential Consumers' Preference for the V2G System (V2G 시스템에 대한 잠재적 소비자의 선호 평가)

  • Lim, Seul-Ye;Kim, Hee-Hoon;Yoo, Seung-Hoon
    • Journal of Energy Engineering
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    • v.25 no.4
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    • pp.93-102
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    • 2016
  • Vehicle-to-Grid (V2G) system, bi-direction power trading technology, enables drivers possessing electric vehicle to sell the spare electricity charged in the vehicle to power distribution company. The drivers gain profit by charging electricity in the day time of high electricity rate. In this regard, the government is preparing the policies of building and supporting V2G infrastructure and demanding the potential consumers' preference for the V2G system. This paper attempts to analyze the consumers' preference using the data from obtained a survey of randomly selected 1,000 individuals. To this end, choice experiment, an economic technique, is employed here. The attributes considered in the study are residual amount of electricity, electricity trading hours, required plug-in time, and price measured as an amount additional to current gasoline vehicle price. The multinomial logit model, which requires the assumption of 'independence of irrelevant alternatives', is applied but the assumption could not be satisfied in our data. Thus, we finally utilized nested logit model which does not require the assumption. All the parameter estimates in the utility function are statistically significant at the 10% level. The estimation results show that the marginal willingness to pay (MWTP) for one hour increase in electricity trading hours is estimated to be KRW 1,601,057. On the other hand, a one percent reduction in residual amount of electricity and one hour reduction in required plug-in time in V2G system are computed to be KRW -91,911 and -470,619, respectively. The findings can provide policy makers with useful information for decision-making about introducing and managing V2G system.

Application of Conjoint Analysis to Evaluating Alternatives for Outlet Shopping Center Development (컨조인트 분석을 활용한 아웃렛 쇼핑센터 개발대안 평가)

  • Shin, Jong-Chil;Park, Jeong-Hyun;Baik, Min-Seok
    • 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.

An Analysis of Consumer Preferences for Forecasting a Dominant Design of the Next Generation TV Display Technology: A Conjoint Analysis (TV용 차세대 디스플레이의 지배적 디자인 예측을 위한 소비자 선호속성 분석 : 컨조인트 분석의 활용)

  • Lee, Min Woo;Ji, Ilyong
    • The Journal of the Korea Contents Association
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    • v.19 no.6
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    • pp.663-675
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    • 2019
  • During the last decade, the dominant design of display has been LCD, and it has been led by Korean manufacturers. However, their leading positions has been recently threatened by Chinese manufacturers, Korean manufacturers are endeavoring to move toward next generation display technologies. They embarked on standards battle to win dominant design especially in the next generation display market for TVs by launching new technologies such as Quantum-dot display and OLED. While there are a number of factors of dominant design, it is expected that the technical attributes of the technology itself may be the most significant factor. For this reason, this research scrutinizes consumer preferences for technical attributes, and attempts to provide implications for standards battle in the display (for the TVs) sector. For this purpose, we employed a conjoint analysis for the preferences of potential consumers. The results show that potential consumers prefer displays with higher resolution, natural color, and durabillity.

A Study on Consumer's Evaluations on and Preferences for Formative images of Products (제품디자인을 위한 조형 이미지의 평가와 선호에 관한 연구)

  • 김관배
    • Archives of design research
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    • v.13 no.1
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    • pp.167-178
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    • 2000
  • Today's world has been changing form post-industrial society to information society, and criteria of human value, also, has been changing from physical to intellectual and sensible. Based on this trend, intellectual and sensible value of a product is becoming more important in comsumer's market than physical value. The environment of product design has been rapidly changing. Users and consumers pursuit sensible satisfaction through their lives based on images of products. As the environment in which a product is used has been more important, companies have placed more emphasis on consumers and users, and are trying to satisfy their consumers by developing products with emphasis on their design, as well as to develop human technology. In ever-changing environment, a question is if sensible design can be developed in product design. Companies could upgrade their competitive power and brand image only if they could develope designs which could satisfy consumers through sensible design approach with a base on systematic research on h~man sensibility. In this context, the purpose of this study was to: investigate consumer's evaluations on and preferences for formative images of products according to the types of human sensibility. This research study placed emphasis on quantitative analysis of consumers' emotional needs to find out consumer's evaluations on and preferences for formative images of products. The researcher reviewed related literature on human sensibility and design, as well as G-Kansei and product design. Data were collected through a questionnaire and analyzed through a statistical program, and highly effective design strategy was investigated through analysis of data and interpretation of the results.

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Children Wear's Shopping Orientation of Parents According to Watching Childcare-entertainment Reality TV Programs (육아 예능 TV 프로그램 시청에 따른 유아동복 쇼핑 성향)

  • Kim, Yuna;Kim, Yeri;Kim, Jisu;Na, Youngjoo
    • Science of Emotion and Sensibility
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    • v.19 no.3
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    • pp.59-70
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    • 2016
  • Qualitative consumption is a trend in the children clothing market and watching TV of childcare-entertainment reality programs are becoming popular. This study examines the watching degree of childcare-entertainment reality TV programs of parent buyer (30s) and potential buyer (20s) and we investigate their shopping orientation of children wear. We did the survey research of 200 consumers with SPSS statistical analysis including the review of internet news, paper, and books on children wear shopping orientation. The results are following: first, the longer the watching time of childcare-entertainment reality TV programs, the higher shopping orientation, such as following the fashion of child stars, and the higher the watching preferences on childcare-entertainment reality programs, the greater shopping orientation in following childcare-entertainment reality programs star when they are purchasing children's clothing. Second, potential consumers as well as parent consumers were affected by watching the childcare-entertainment reality programs. Watching childcare-entertainment reality TV programs could give the impact when they were shopping children's clothing because they wanted to follow the fashion of childcare-entertainment reality programs TV star. Accordingly, the exposure of the childcare-entertainment reality programs for children clothing is found to be positive to the both current and future consumers.

Analysis of Chinese Consumer Preference of Country of Origin for Apples based on National Organic Certification (사과의 국가별 유기인증 결합에 대한 중국 소비자 선호분석)

  • Kwon, Jae-Hyun;Kim, Jeong-Nyeon;Hong, Na-Kyoung;Kim, Tae-Kyun
    • Current Research on Agriculture and Life Sciences
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    • v.32 no.4
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    • pp.225-230
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    • 2014
  • This study investigates the effect of organic certification of apples on consumer preference in China as a way to support the expanded export of Korean apples to China. A choice experiment was designed to analyze the apple consumption in China. A total of 298 Chinese consumers answered the survey, and multinomial logit models were used to analyze the results. Organic certification was identified as an important determinant of consumer preference for apples in China, affecting both the evaluation and choice of country of origin. The results also indicated that Korean organic certification significantly increased the probability of Chinese consumers choosing Korean apples. Thus, organic certification by the Korean government should be strengthened to promote apple exports to China, plus the results of this study may provide useful information to promote agricultural product exports and improve the organic certification system.

Forecasting the Evolution of Demand for the Large Sized Television of Next Generation Using Conjoint and Diffusion Models (컨조인트와 확산모형을 이용한 차세대 대형 TV의 수요 예측)

  • 이종수;조영상;이정동;이철용
    • Proceedings of the Korea Technology Innovation Society Conference
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    • 2003.11a
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    • pp.87-100
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    • 2003
  • 본 연구는 마케팅 분야에서 주로 사용되는 신제품확산모델(new product diffusion model)들이 기본적인 배스 모형(Bass model)에 기반하여 개별 소비자의 이질성(heterogeneity)을 반영하지 못하고, 제품이 시장에 출시되기 이전 단계에 시장수요를 예측하지 못하는 한계를 극복하기 위한 방법론을 제시하기 위해 진행되었다. 연구에 사용된 방법론을 살펴보면, 먼저 컨조인트(Conjoint) 분석을 통해 제품의 개별 속성들에 대한 소비자의 선호 구조를 파악하고, 이를 통해 추정된 정적(static)인 소비자 효용함수를 시장 및 기술 환경의 변화에 대한 적절한 예측자료와 결합하여 동적(dynamic)인 효용함수로 전환함으로써 시간에 따른 동적(dynamic) 시장 점유율(market share)을 예측하고, 그 결과를 신제품확산모델로부터 도출된 잠재시장(market potential) 추정치와 결합함으로써 신제품의 판매량을 예측한다. 또한 본 연구에서 제시하는 모델을 한국의 30인치 이상 대형TV 시장에 대해 실증적으로 분석하였으며, CRT TV, Projection TV, LCD TV, PDP TV에 대한 시장수요를 예측하였다. 분석 결과, 소비자들은 TV 선택시 화질과 가격에 민감한 반응을 보이는 것을 알 수 있으며, 이를 바탕으로 한 시장 예측 결과, 단기적으로는 가격 경쟁력이 있는 Projection TV가 높은 시장 점유율을 보이지만, 50인치 이상 LCD TV가 상용화될 경우, LCD TV가 다른 TV들보다 상대적으로 많은 판매량을 보일 것으로 예측되었다. 또한 TV 크기에 따른 소비자들의 선택을 살펴본 결과 50∼60인치대에 비해 40인치대 크기의 TV가 많이 판매될 것으로 예상된다.

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Forecasting the Evolution of Home-Networking System Considering Consumers' Choice (소비자의 선택을 고려한 홈네트워킹 기술별 확산 예측)

  • Lee, Cheol-Yong;Lee, Jeong-Dong;Kim, Yeon-Bae
    • Proceedings of the Technology Innovation Conference
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    • 2005.02a
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    • pp.200-219
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    • 2005
  • 현재 홈네트워킹의 솔루션으로 제기되고 있는 것은 이더넷(Ethernet), 전화선(Phone line), 전력선(PLC), 무선랜(Wireless LAN), 블루투스(Blue tooth) 등 다양하다. 그러나 국내 홈네트워킹 시장과 기술의 진행 방향 및 잠재 시장 전망에 대한연구가 부족한 현실에서 시장 참여자들의 불 확실성은 높을 수 밖에 없다. 이에 어떤 기술이 홈네트워킹 시장을 주도할 지를 전망하는 것이 무엇보다 시급한 과제가 되고 있다. 따라서 본 연구에서는 홈네트워킹 유선 전송 기술분야에서 유력한 규격으로 예상되는 PLC를 중심으로 홈네트워킹의 수요를 예측하고자 한다. 홈네트워킹 시장은 홈네트워킹 장치들이 Built-in 형태로 보급되는 신규주택과 소비자의 선택에 의해 홈네트워킹 장치들이 설치되는 기존 주택 시장으로 나누어 질 수 있다. 본 연구에서는 기존 주택 시장을 대상으로 컨조인트 방법을 통한 소비자의 선호 구조를 홈네트워킹을 구현시키는 각 기술에 대한 (기술)로드맵과 결합하여 동적인 소비자의 선택을 관찰함으로써 각 기술이 확산되는 과정을 살펴볼 것이다. 추가적으로 PLC의 기술적 특징들을 가상적으로 변화시켜가면서 다른 기술과의 경쟁관계를 살펴봄으로써 PLC의 기술개발 전략에 시사점을 도출할 것이다. 본 연구를 통해 홈네트워킹의 관련 실무자에게는 향후 홈네트워킹 시장 진입이나 제품 개발, 기술 협력 제휴시 유용한 자료가 될 것으로 보인다. 또한 정부의 정책담당자들에게는 홈네트워킹 확산의 장애요인 해소를 위한 정책 가이드라인을 제공할 수 있을 것으로 기대하고 있다.

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Means-End Chain Approach to Understand Consumer Motivation Towards Convenience Meat Products: Focus on New York City in US Market (수단-목적 사슬 이론을 적용한 소비자의 육류 편의제품에 대한 가치 측정: 미국 뉴욕 지역을 중심으로)

  • Jung, Yoojin;Lee, Min-A;Cho, Eun Kyoung
    • Journal of the Korean Society of Food Science and Nutrition
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    • v.44 no.1
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    • pp.152-159
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    • 2015
  • The purpose of this study was to analyze how consumers make links between convenience meat products and self-relevant consequences and value. Surveys on convenience meat product consumption patterns and hard laddering based on means-end chain theory were conducted from April 21 to April 25, 2014 and targeted 200 consumers in the US. The most preferred cooking method of convenience meat product was roast (25.9%) and the most common information medium was suggestions by friends and parents (37.1%). The main as well as desired places of purchasing were both the supermarket (33.6% and 27.3%, respectively). The most preferred promotion method was free sample events (38.5%). From analyzing means-end chains of convenience meat products, the most dominant value chain was 'taste (A)'-'good taste (C)'-'feel good (V)'. These results show that consumption of convenience meat products will increase when consumer expectations of taste and satisfaction are met. Further, results of the value measurement provide information on consumer satisfaction and needs and can be applied to set marketing strategies for Korean style convenience meat products.