• Asia pacific journal of information systems
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• 제18권3호
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• pp.45-65
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• 2008

The rapid growth of the Internet has increased the amount of transmission of personally identifiable information. At the same time, with new Internet related technologies, organizations are trying to collect and access more personal information than before, which in turn makes individuals concern more about their information privacy. For their successful businesses, organizations have tried to alleviate these concerns in two ways: (1) by offering privacy policies that promise certain level of privacy protection; (2) by offering benefits such as financial gains or convenience. In this paper, we interpret these actions in the context of the information processing theory of motivation. This paper follows Hann et al.(2007)'s methods to analyze Internet users privacy concerns in Korea and tries to compare the findings. Our research objectives are as follows: First, we analyze privacy concern mitigation strategies in the framework of the expectancy theory of motivation. Subsequently, we show how the expectancy theory based framework is linked o the conjoint analysis. We empirically validate the predictions that the means to mitigate privacy concerns are associated with positive valences resulting in an increase in motivational score. In order to accommodate real-life contexts, we investigate these means in trade-off situation, where an organization may only be able to offer partially complete privacy protection and/or promotions and/or convenience, While privacy protection (secondary use, improper access) are associated with positive valences, we also find that financial gains can significantly increase the individuals' motivational score of a website in Korea. One important implication of this empirical analysis is that organizations may possess means to actively manage the privacy concerns of Internet users. Our findings show that privacy policies are valued by users in Korea just as in the US or Singapore. Hence, organizations can capitalize on this, by stating their privacy policy more prominently. Also organizations would better think of strategies or means that may increase online users' willingness to provide personal information. Since financial incentives also significantly increase the individuals' motivational score of website participation, we can quantify the value of website privacy protection in terms of monetary gains. We find that Korean Internet users value the total privacy protection (protection against errors, improper access, and secondary use of personal information) as worthy as KW 25,550, which is about US 28. Having done this conjoint analysis, we next adopt cluster analysis methodology. We identify two distinct segments of Korea's internet users-privacy guardians and information sellers, and convenience seekers. The immediate implication of our study is that firms with online presence must differentiate their services to serve these distinct segments to best meet the needs of segments with differing trade-offs between money and privacy concerns. Information sellers are distinguished from privacy guardians by prior experience of information provision, To the extent that businesses cannot observe an individual's prior experience, they must use indirect methods to induce segmentation by self-selection as suggested in classic economics literature of price discrimination, Businesses could use monetary rewards to attract information sellers to provide personal information. One step forward from the societal trends that emphasize the need of legal protection of information privacy, our study wants to encourage organizations and related authorities to have the viewpoints to consider both importance of privacy protection and the necessity of information trade for the growth of e-commerce.

• 한국지능정보시스템학회:학술대회논문집
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• 한국지능정보시스템학회 2000년도 춘계정기학술대회 e-Business를 위한 지능형 정보기술 / 한국지능정보시스템학회
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• pp.187-196
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• 2000

A lot of Internet shopping malls strive for obtaining a competitive advantage over others in an increasingly tighter electronic marketplace. To this end, understanding customer preference toward products (or services) and administering appropriate marketing strategy is essential for their continuous survival. However, only a few marketing researchers and practicioners focused on this issue, compared with academic and industry efforts devoted to traditional market segmentation. In this paper, we suggest a methodology of conjoint segmentation for electronic shopping malls. Traditional market segmentation methodologies based on customer's profile sometimes fail to utilize abundant information given while navigating around cyber shopping malls. In this methodology, we do not impose information overload to the customer for preference elicitation, but this methodology, we do not impose information overload to the customer for preference elicitation, but capture automatically generated surfing or buying data and analyze them to get useful market segmentation information. The methodology consists of 4-stages: 1) analyzing legacy homepages, 2) data preparation, 3) estimating and interpreting the result, and 4) developing marketing mix. Our methodology was to give useful guidelines for market segmentation to companies working in the electronic marketplace.

• 한국조리학회지
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• 제14권2호
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• pp.215-224
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• 2008

The objective for this research was to clarify the preference for alternative restaurants with different combinations of factor levels: local specialty food, non-local specialty food, very attentive service, moderately attentive service, not attentive service, traditional decoration, modern decoration, \10,000, \15,000, and \20,000. Total 230 copies of questionnaire were completed. Conjoint experiment method was used to develop full restaurant profiles. Ordinal probit model was used to measure the effects of factor levels on the preference. Results of the study demonstrated that the ordinal probit model analysis result for the data also indicated a good model fit. The effects of factor levels on the preference were statistically significant. As expected, the estimates of implicit price to pay were statistically significant. Moreover, the customers were more willing to pay for local specialty than other factor levels. The customers also considered the food factor as a very important factor. This research suggested that the customer's decision-making process for restaurants was best modeled as a conjoint experiment method that combines various factor levels. And it showed the results could be used as good data for understanding the relationships between the factors and preference in choosing food and restaurants in tourist areas.

• 정보교육학회논문지
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• 제10권2호
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• pp.241-248
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• 2006

최근 교육기관에서 정보통신 윤리교육의 중요성이 많이 부각되면서 다양한 수업내용이나 수업방법에 대한 연구가 늘고 있다. 한편, e-러닝 기술 등의 발전으로 교수자중심 수업 대신 학습자들의 요구를 충족시키기 위한 학습 내용이나 방법 개발이 활발히 이루어지고 있다. 본 논문에서는 초등학생을 위한 정보통신 윤리교육에서 학습 효과를 높이기 위하여 학습자 특성과 요구사항을 파악하여 학습자중심의 수업 설계를 한후 수업을 실시하고 학업성취도 평가와 만족도 조사를 통하여 정보통신 윤리교육의 수업 설계에 대한 새로운 방법을 제시하고자 한다. 정보통신 윤리교육을 위해서 수업 설계 시 고려해야 할 요소들을 수업목표, 수업유형, 수업내용, 수업매체로 나누고 초등학교 5학년 학생들에게 설문한 후, 컨조인트 분석을 실시한다. 또한, 분석결과를 바탕으로 요구사항을 만족시키는 집단과 그렇지 못한 두 집단으로 나누어 수업을 실시하고 학업성취도와 만족도 분석을 통해 제안하는 방식에 대한 효과성 여부를 진단한다.

• 한국콘텐츠학회논문지
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• 제13권10호
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• pp.556-564
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• 2013

본 연구는 미분양 아파트 수요자를 대상으로 선호요인을 분석하고 향후 민간측면에서 미분양 아파트 해소를 위한 마케팅 전략에 대해 연구하고자 한다. 연구방법은 미분양 아파트 수요자 선호요인을 도출한 뒤 컨조인트 분석을 통해 가장 중요하게 판단하는 요인과 상대적으로 포기할 수 있는 요인을 도출하였다. 분석결과, 첫째, 미분양 아파트 수요자들은 주택 구매 선택에 있어 미분양에 따른 혜택(분양가 인하 및 보장제)을 입지환경 및 거주환경 보다 우선적으로 고려하는 것으로 나타났다. 둘째, 미분양 아파트 수요자들은 입지환경과 관련해 대중교통 이용이 양호한 환경을 가장 중요하게 고려하며, 거주환경과 관련해서는 단지 내 친환경 수준을 중요하게 고려하는 것으로 나타났다. 셋째, 미분양 아파트인 만큼 가격전략에서는 납부조건 완화보다는 분양가 인하를 선호하는 것으로 나타났다. 마지막으로 홍보전략은 주택전시관이나 설명회를 통해 홍보하는 것이 가장 효과적인 것으로 분석되었다.

• 한국콘텐츠학회논문지
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• 제14권12호
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• pp.924-934
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• 2014

지난 10년 동안 디지털 음악콘텐츠 시장은 급속도로 확산되고 있으나 다양한 음원 상품과 서비스 상품에 대한 소비자 사용 및 소비에 영향을 미치는 음악콘텐츠 상품의 가치 요인들을 고려한 상품 구성과 가격 정책에 대한 자료는 미비한 실정이다. 이에 본 연구에서는 현재 국내에서 이루어지는 스트리밍과 다운로드 방식의 디지털 음악콘텐츠 서비스 상품을 중심으로 소비자의 서비스 상품 선택에 영향을 미치는 속성으로 장르, 가격, 음질, 이용기기를 정의하고, 헤도닉 가격모형이론과 컨조인트 분석방법을 통해 소비자가 지각하고 있는 속성 요인별 중요도와 부분 가치를 추정하여 디지털 음악콘텐츠 서비스에 대한 소비자 중심의 시장가격과 상품 구성에 대한 전략적 시사점을 제시하고자 했다. 이를 위해 국내 디지털 음악콘텐츠 서비스 사용자 405명의 설문조사를 실시하였으며, 분석 결과 다운로드 방식에서는 '음질' 속성이 스트리밍 방식에서는 '이용기기' 속성이 '가격' 속성보다 중요하게 나타났다. 결론적으로 디지털 음악콘텐츠 서비스 상품 구성 및 가격 책정의 경우 생산자 중심의 가치에 대한 고려를 넘어 소비자 중심의 시장과 소비 속성을 고려한 차별화가 이루어질 수 있어야 함을 살펴볼 수 있었다.

• 한국항해항만학회:학술대회논문집
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• 한국항해항만학회 2002년도 추계공동학술대회논문집
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• pp.45-51
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• 2002

전 세계의 항만들은 급속한 해운환경의 변화에 따라 컨테이너 화물을 확보하기 위한 경쟁이 치열해지고 있다. 특히 컨테이너화물을 유치하기 위한 이러한 경쟁은 항만시설을 현대화하기 위한 대규모 자본 투자와 항만운영·관리의 효율성 개선을 야기했다. 그러나 각 항만들의 지속적인 대규모 투자로 인하여 일반적인 운영으로는 더 이상 차별화 된 전략의 구축이 힘들어졌다. 이애 항만운영자들은 4P 믹스 전략과 같은 마케팅의 중요성을 인식하게 되었다. 본 논문은 이런 관점에서 현재 마케팅의 전략의 핵심역량으로 대두되고 있는 브랜드 가치를 환적항만을 대상으로 컨조인트 분석을 이용하여 평가하였다. 분석결과는 항만의 브랜드는 환적항만 선택에 있이 상당한 영향을 미치는 것으로 평가되었다 이는 항만의 브랜드만으로 유치할 수 있는 환적화물이 상당하다는 것을 의미한다. 따라서 이러한 브랜드의 확장을 위해서는 지속적인 포트 세일즈를 통한 고객 충성도를 유발해야 한다

• 한국식품조리과학회지
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• 제33권2호
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• pp.228-236
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• 2017

Purpose: This study investigated beef restaurant's selection attributes using conjoint analysis in order to provide useful information to marketers and managers. Methods: A total of 320 questionnaires were distributed to consumers who visited a beef restaurant in August 2016, and 284 were completed (96.90%). Statistical analyses of data were performed using SPSS/Windows 22.0 for descriptive statistics and conjoint analysis. Results: The results of this study demonstrate the relative importance and level of each attribute for selecting beef restaurants. Price showed the greatest importance (34.86%), followed by origin of beef (27.52%), level of support services (25.72%), and variety of side dishes (11.90%). The optimum attribute combination was various side dishes (0.059), Korean beef (0.385), Very high service level (-0.291), and price of 8,000 won (-0.782). The most preferred beef restaurant gained 37.60% potential market share from choice simulation. There were significant differences in importance of attributes related to age of respondents. For respondents in their 20s and older than 50s, the first consideration was price. Respondents in their 30s considered the level of support services first while those in their 40s considered origin of beef first. Importance of attributes based on companion of respondents revealed that all respondents considered price first. Conclusion: This study contributes to development of marketing plans based on a customer's involvement level focusing on their primary selection criteria when choosing a beef restaurant. Additionally, marketers who manage beef restaurants can estimate the market share of imaginary beef restaurants from these results.

• 인간식물환경학회지
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• 제23권5호
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• pp.495-506
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• 2020

Background and objective: This study conducted a conjoint analysis on early childhood teachers to find out their preferences in horticultural activities that are used as a means of education in early childhood education. Methods: For the conjoint analysis, five attributes of horticultural activities were selected. Attribute 1 was method of horticultural activities, divided into two levels: exclusive and integrated horticultural activities. Attribute 2 was object of horticultural activities, divided into three levels: fruit crops, vegetable crops, and floricultural crops. Attribute 3 was activity type, divided into three levels: big and small group, free choice, and outdoor play. Attribute 4 was place for horticultural activities, and divided into two levels: indoors and outdoors. Attribute 5 was time for horticultural activities, divided into two levels: 30 minutes and 30-60 minutes. The orthogonal design was used to extract 20 profiles, after which we conducted a survey on 320 early childhood teachers and analyzed the valid responses from 257 teachers. Results: The preference of early childhood teachers showed highest importance in object (29.1%), followed by activity type (23.2%), activity method (17.4%), time (16.1%), and place (14.2%) (Pearson's R = .591, p = .008). By level of each attribute, the importance was high in exclusive horticultural activities for activity method, big and small group for activity type, vegetable and floricultural crops for object, indoors for place, and 30 minutes for time. Conclusion: The horticultural program preferred by early childhood teachers is comprised of big and small group activities using vegetable and floricultural crops, carried out indoors for 30 minutes as an exclusive class.

• 패션비즈니스
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• 제19권6호
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• pp.127-138
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• 2015

Due to the virtual nature of online businesses, online apparel stores need to enhance the consumer experience by utilizing store design attributes to provide their customers relevant and sufficient information. Since online apparel stores mainly communicate with their customers virtually and digitally, it is important to understand how consumers perceive and react to different design attributes commonly found on apparel stores' online websites. The purpose of this paper is to examine the importance of design attributes commonly found on online apparel stores' websites using three different importance measurements. The design attributes examined in this study include enlarged pictures, product detail pictures, product reviews by other buyers, coordinating items, and size measurement charts. The three different measurements used in this study include two direct measures and one indirect measure using conjoint analysis. Across the three different measures, both the men and women indicated that enlarged pictures represent the most important design attribute when they purchase clothes online followed by size measurement charts and they considered the availability of coordinating items the least important design attribute.