• 가정과삶의질연구
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• 제24권3호
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• pp.15-25
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• 2006

This study has been performed to identify intelligent ability, reward choice in assumed situation of delay of gratification, and delay of gratification ability. The subjects for this study were 100 preschoolers between the ages of 4 and 5, their mothers, and 15 teachers of three day-care centers in Seoul. T-test, F-test, Correlation analysis and multiple regression analysis were used for data analysis. The main results of this study were as follows: First, preschoolers' delay of gratification ability by mothers' educational background was significant and delay of gratification ability by sex was significant. This means that mothers who had a higher educational background were positively related to preschoolers' delay of gratification ability. Second, in an assumed situation of delay of gratification, preschoolers' delay of gratification ability by reward choice was not significant. Third, delay of gratification by intelligent ability was significant. Fourth, the correlation among intelligent ability, reward choice in assumed situation of delay of gratification and delay of gratification ability were significant. Finally, preschoolers' delay of gratification ability was significantly influenced by two factors: reward choice in assumed situation of delay of gratification and preschoolers' intelligent ability.

• 한국의류학회지
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• 제20권5호
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• pp.877-892
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• 1996

The purpose of this was to test the interactive effects of usage situation and personal characteristics on perceived risk, importance of store attributes and store-type choice. The data were collected via a questionnaire from 601 housewives of ages 20's∼ 50's living in Seoul, Korea, and analyzed by factor analysis and repeated measure two-way ANOVA. The results of this study were as follows: First, the interactive effect of age and situation on economic risk was significant. Second, the significant infraction of age and situation on importance of product price/variety was found, and there were significant intractions of education and situation on importance of service/convenience, discount policy and product information sources/promotion. Third, the interactive effects of situation and personal characteristics (age, income, education or job) on store-type choice (brand chain store, discount store, department store, designer boutique, local store or a wholesale market) were significant.

• 한국의류학회지
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• 제18권2호
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• pp.234-243
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• 1994

This research has studied situational effects on the perceived risk and store choice behavior. Data were obtained from 388 females with full-time jobs living in Pusan. The results analyzed by Spearman's rank correlation analysis, analysis of variance(ANOVA), 1-test and discriminant analysis. The results of this study were as follows; 1. There were significant differences in percieved risk according to the clothing purchasing situations. Performance risk was perceived high in gift-shopping situation and time-pressured situation, and financial risk was perceived high in self-shoving situation. 2. There were particularly significant differences in store attributes evaluation according to the clothing purchasing situations. In self-shopping situation, price, quality and reliability, store loyalty were evaluated as important store attributes. In gift-shopping situation, quality and reliability, product iuomation and in time-pressured situation, store loyalty and product information were evaluated as important store attributes. 3. Consumers preferred national brand franchise stores in self-shopping situation. They preferred department stores in gift-shopping situation and time-pressured situation. The types of selected store were mainly affetted by shopping convenience and location convenience.

• 한국경영과학회지
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• 제18권3호
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• pp.65-77
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• 1993

It is not to observe that a decision-maker frequently changes his choice strategy in the repetitive gamble choice situation. This change in risk preference attitude, however, is not well explained with the existing gamble choice models, such as Bell's disappointment-elation model which is an interesting extension of the classical MEU model. This paper shows that this change in risk preference attitude should be interpreted as a systematic transition of "d" and "e", the disappointment and elation constants of Bell's model repectively. A laboratory experiment is also performed to identify the factors which greatly affect the decision-makers' risk preference attitude change. The number of consecutive successes/failures and the amount of remaining capital found to be statistically significant factors.significant factors.

• 한국경영과학회:학술대회논문집
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• 대한산업공학회/한국경영과학회 1992년도 춘계공동학술대회 발표논문 및 초록집; 울산대학교, 울산; 01월 02일 May 1992
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• pp.282-292
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• 1992

It is not rare to observe that a decision-maker frequently changes his choice strategy in the repetitive gamble choice situation. This change in risk preference attitude, however, is not well explained with the existing gamble choice models, such as Bell's disappointment-elation model which is an interesting extension of the classical MEU model. The paper shows that this change in risk preference attitude should be interpreted as a systematic transition of "d" and "e", the disappointment and elation constants of Bell's model. A laboratory experiment is also performed to identify the factors which greatly affect the decision-makers' risk preference attitude change. The number of consecutive successes/failures and the amount of remaining capital found to be statistically significant factors.significant factors.

• Asia Marketing Journal
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• 제12권1호
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• pp.31-50
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• 2010

동조욕구와 차별화욕구라는 상반된 욕구에 의해, 소비자는 타인의 구매선택을 추종하기도 하고 회피하기도 한다. 본 연구는 동조이론과 차별화이론을 사용하여 이러한 현상을 살펴보았다. 특히, 제품유형이나 소비자특성뿐만 아니라, 선택상황(구매상황 혹은 사용상황)도 함께 고려함으로써, 소비자의 제품 선택에 있어서의 사회적 영향에 대한 기존 이론을 확장시켰다. 실험 결과, 정체성 표현과 무관한 제품(예, USB memory stick)의 경우, 사람들은 사용상황에서보다 구매상황에서 동조 행동을 보였다. 하지만, 정체성 표현과 관련된 제품(예, 청바지)의 경우, 소비자가 해당 제품을 정체성 표현과 관련되었다고 지각하는지 여부에 따라 선택상황의 영향이 달라졌다. 즉, 청바지가 자신의 정체성을 표현하는 제품이라고 지각하는 소비자는 사용상황에서는 차별화 행동을 구매상황에서는 동조 행동을 보인 반면, 청바지가 자신의 정체성을 표현하는 제품이라고 지각하지 않는 소비자는 선택상황의 영향을 받지 않았다.

• 한국환경교육학회지:환경교육
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• 제13권2호
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• pp.38-50
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• 2000

We are evidently Home Economicus, egoistic rational utility maximiger, and all the capitalism economic situation make us adapt to such life, and recognize that it is rational to act like that. This can be demonstrated in Prisoner′s Dilemma(PD) which always select the non-cooperative choice for free rider in rational selection process of public goods. This paper notice the "what is problem\ulcorner"The problem is not in free rider itself but in free rider egoism. The practical behavior of free rider egoism can be explained by way of Prisoner′s Dilemma. In PD situation, the prisoner makes a rational choice, non-cooperative alternative, but he doesn′arrive at preto-optimality. It is dilemma. Why can′t he arrive \ulcorner Because he is isolated from other prisoner. So we call it prisoner′s dilemma. The PD situation can be compared with our real economic life, which, we think, have kept by rational choice of the public goods. We actually have made our life as an individual one although we organized communities of capitalism. Of course, we know each others as members of same society, but each individual being can′t secure the belief, which has composed basis of community. So, it is very similar and common between PD situation and our real economic life in the production of public goods. We conclude that this non-cooperative process of PD situation can be utilized as instrument of EE. So this non-cooperative process can show us the effectiveness of EE as follows. \circled1 Game situation life PD can be used as good instrument for explaining the rational selection dilemma(error) to Homo-Economicus, the rational agent, with the optimal and rational language. \circled2 We can show that the selection result is dilemma, not arrive pareto - optimality. \circled3 The dilemma can be resolved with accomplishing the good communal life based on the belief, not on the isolation.

• 한국의류학회지
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• 제20권6호
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• pp.1151-1165
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• 1996

The purpose of this study was to identify the pratical applicability of person-situation benefit segmentations of the female apparel market in Seoul by a prior segmentation method. The specific objectives of this study were 1) to identify the useful demographic variables for person-situation benefit segmentations of the female apparel market, 2) to assess that person- situation benefit segmentations of 1.he female apparel market are accessit)le by developing a profile of each segment based on the interactions of situation and personal characteristics on perceived risk, importance of store attributes and store-type choice, and on brand type prefered by each segment. 3) to assess the validity of person-situation benefit segmentations of the female apparel market in terms of easy accessibility. The data were collected via a questionnaire from 601 housewives of ages 20's to 50's living in Seoul, Korea. The data were analyzed by factor analysis, repeated measure two- way ANOVA and X2-test. The results of this study were as follows. First, the age-by-situation segmention basis and the education-by-situation segmention basis were useful for person-situation benefit segmentations of the female apparel market. Second, there were found three benefit segments (Youth/Fashion oriented users, Brand oriented users and Apathetic users of clothing) using age-by-situation segmention basis. Using education-by-situation segmention basis, five segments (Economic-value, Youth/Fashion, Brand/Self-expression Self-expression, and Apathetic users of clothing) were identified. And beifit segments classified by the age-by-situation segmention and education-by-situation segmention approach were accessible. Third, the pratical applicability of person-situation befeift segmentations of the female apparel market by a prior segmentation method were suggested.

• 대한교통학회지
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• 제13권4호
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• pp.31-45
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• 1995

In recent year, especially in the mode choice analysis, it has been perceived that the importance of individual performance data using stated preference(SP) experiments as well as revealed preference data . Since SP experiments present respondent with various hypothetical alternatives, which are produced by a combination of a number of different attribute levels, and ask them to indicate a preference, it is possible to analyze travel behavior under a situation of potential environment change such as proposed alternative mode of transportation. The basic problems, however, remains that SP are not consistent with the actual travel behaviors and the research reports for stability of mode choice model using SP data has not been sufficient. Under this background, this study is to examine the characteristics of mode choice model using the SP data by the following items. $\circled1$ Analysis of factors affecting the mode choice behavior by the variance analysis of orthogonal-arrays-table $\circled2$ The reliability of SP data by transfer intention data $\circled3$ The stability of SP responses obtained from repetitive question by the comparison of model coefficient specified by each repetitive data. $\circled4$ The stability of ranking data in mode choice model For the analysis, we assumed subway operations in the Gwang-Ju , and set up a choice-set of hypothetical options based on Experimental Design Method.

• 대한교통학회지
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• 제21권1호
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• pp.77-90
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• 2003

교통정보의 정확도는 정보에 대한 운전자의 반응을 결정하는데 중요한 요소이다. 교통상황의 정확한 정보를 제공하는 것은 현실적으로 어렵기 때문에 대부분의 교통정보는 불확실성을 내재하게 된다. 그러나 기존의 많은 관련 연구에서는 정확한 정보와 그에 대한 운전자의 신뢰를 가정하고 있다. 본 논문의 목적은 불확실한 정보가 운전자의 의사결정에 미치는 영향을 분석하는 것이다. 이를 위해 노선선택에서 불확실한 통행료 정보의 선택상황을 가정해 SP 설문조사를 실시하고 통행료 정보의 불확실정도를 정량화 하기 위해 범위 값으로 표현하였다. 특히 본 연구는 기존 확률효용이론(Random Utility Theory)이 설명하지 못하는 불확실한 정보가 노선선택에 미치는 영향을 분석하기 위하여 Prospect Theory를 적용하여 정보의 불확실성에 따른 운전자의 노선선택행태를 분석하였다. 분석결과, 운전자는 정보가 주어진 노선을 정보가 주어지지 않는 노선보다 선호하는 것으로 나타났다. 또한 운전자는 확실한 정보를 선호해 노선선택을 하는 것으로 나타났다. 그러나 정보의 불확실정도가 증가하면서(범위값이 증가하면서) 노선의 선호도가 감소하는 경향이 있는 것으로 나타났다. 한편 범위값으로 제공된 정보에 대해서는 범위값의 크기와 더불어서 중위값도 운전자의 의사결정에 영향을 미치는 것으로 나타났다. 위 결과에 Prospect Theory를 적용한 결과, 불확실한 정보에 대한 운전자의 의사결정은 선택상황을 이해하고 평가하여 변형, 재형하는 일련의 과정에 따라서 다양한 행태가 나타나는 것으로 분석되었다. 따라서, 불확실한 정보에 대한 운전자의 의사결정을 분석할 때는 운전자가 선택상황을 해석하는 방식에 따라 다양하고 융통성 있게 접근해야 한다. 본 논문은 Prospect Theory의 기본 개념과 의사결정단계에 따른 원칙만을 적용하였으나 향후 불확실한 정보에 대한 운전자의 행태를 설명할 수 있는 좀 더 상세한 분석과 더불어 다양한 분야의 이론이 적용되는 것이 필요하다고 사료된다.