• 수산경영론집
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• 제54권3호
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• pp.17-28
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• 2023

In this study, a conjoint analysis was conducted to derive a combination of fishing quota management system by fish species preferred by fishermen. In the analysis, detailed levels were set according to each attribute of the system. For analysis, this study conducted a design question survey for conjoint analysis on 303 fishermen engaged in fishing activities in the offshore and coastal sea. The Conjoint analysis was conducted on all fishermen, offshore fishermen and coastal fishermen. In addition, an analysis was conducted on TAC system participants and non-TAC system participants, and the targets were classified for comparison according to the characteristics of fishermen. Fishermen's preference for the system confirmed for six attribute ("catching fish even if there is no fishing quota", "how to allocate fishing quota", "fishing quota management agency", "upper limit of fishing quota," "Possibility of Trading in the Fishing Quota", and "Application of Other Regulations.") and the detailed level of each attribute. As a result of the analysis of the importance of attributes, fishermen thought that "fishing quota management agency (24.1%)" was very important, and "catching fish even if there is no fishing quota (23.9%)" and "how to allocate fishing quotas (22.9%)" were also given some importance.

• 한국조리학회지
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• 제14권4호
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• pp.106-118
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• 2008

Even though the number of food courts increased in recent years, there were few studies about them. Considering the effects of a food court on the sales of a mall or other shopping spots, it was necessary to analyze what kind of attribute attracts customers. For this research, conjoint analysis was used to test which attribute was the most decisive factor, and the results of this study were as follows. First, price was the first factor that customers attached great importance to. Next were time required from order to eat and menu diversity. Second, cluster analysis used by the individual value of utilities derived through the conjoint analysis showed two clusters. Third, the most preferred food court form gained 35.4% potential market share from the simulation. The information gained from this analysis provided an important starting point for marketing and determined what kind of attribution was considered in being part of the malls or buildings. Also, it could be made full use of creating and executing the most effective marketing strategies.

• Journal of Information Technology Applications and Management
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• 제24권4호
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• pp.93-115
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• 2017

The ability of smartphones to facilitate various services like mobile banking, e-commerce and mobile payments has made them part of consumers' lives. Conjoint analysis (CA) is a marketing research approach used to assess how consumers' preferences for products or services develop. The potential applications of CA are numerous in consumer electronics, banking and insurance services, job selection and workplace loyalty, consumer packaged goods, and travel and tourism. Choice-Based Conjoint (CBC) analysis is the most commonly used CA approach in marketing research. The purpose of this study is to utilise CBC analysis to investigate the relative importance of smartphone attributes that influence consumer smartphone preference. An experiment was designed using Sawtooth CBC Software. 326 students attempted the online survey. Utility values were derived by Hierarchical Bayes (HB) estimation and used to explain consumers' smartphone preferences. All the six attributes used for the study were found to significantly influence smartphone preference. Smartphone brand was the most important, followed by the price, camera, RAM, battery life, and storage. This study is one of the first to use Sawtooth CBC analysis to assess consumer smartphone preference based on the six attributes. We provide implications for the development of new smartphones based on attributes.

• 수산경영론집
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• 제51권2호
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• pp.1-13
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• 2020

The purpose of this study is to analyze consumer preference for fish farm HACCP certification using conjoint analysis. This study used raw flatfish product to evaluate the fish farm HACCP. In this study, 500 consumers were surveyed using panel survey and stratified sampling. In the recognition analysis, the farm HACCP certification system was found to be highly recognized by consumers. It can be seen that the brand assets accumulated by existing food and agricultural HACCP certification were transfered to the fish farm HACCP and absorbed. Consumers perceived fish farm HACCP certification as similar one with existing food and agricultural HACCP. Conjoint analysis evaluated three levels factors. The attributes and levels evaluated were : price(25,800 won, 28,400 won, 31,000 won), certification(fish farm HACCP, seafood traceability, and non certified), and origin(domestic, JEJU, and WANDO). The important levels were in order of price(40.8%), certification(30.2%) and origin(29.0%). We found that consumers give higher utility to fish farm HACCP certification compared with non certified and seafood traceability certification. Market simulation results showed that the fish farm HACCP product has 12%p higher market share than non certified products. Seafood traceability certification showed 4.6%p higher market share than non certified products.

• 한국컴퓨터정보학회논문지
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• 제16권4호
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• pp.205-214
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• 2011

Amazon.com의 Kindle의 성공과 더불어 국내에도 전자책 및 전자책 단말기에 대한 관심이 증가하고 있다. 본 논문에서는 퍼지 계층적 의사결정 기법과 컨조인트 분석을 활용하여 국내 전자책 이용 그룹의 요구수준을 분석하고자 한다. 우선 퍼지 계층적 의사결정기법을 활용하여 전자책 전문가를 대상으로 전자책 전용 단말기 구매에 영향을 미칠 수 있는 주요요인을 선별해 낸다. 다음으로 전자책 이용그룹을 대상으로 주요요인별 요구수준을 파악하기 위해 컨조인트 분석을 수행한다. 끝으로 연구의 의의와 한계, 향후 연구방향을 함께 제시한다.

• 경영과학
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• 제32권3호
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• pp.1-12
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• 2015

This study aims to analyze the efficiency of the government policy of Nanotechnology which is expected to minimize nanotechnology's potential risk, using the methodology of conjoint analysis and market share analysis. The attributes of conjoint analysis were divided into potential risk factor and the policy factor. It was found that the policy factor could alleviate the potential risk, subsequently increasing consumers' utility. Additionally, the government certification was more powerful than the mandatory labelling. The market share also increased in result of the nanotechnology-applied product with the certification or labeling either. The result of this study can be used as a reference to related policy makers in the fields of Nanotechnology.

• 한국조리학회지
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• 제12권4호
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• pp.33-45
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• 2006

The purpose of this study is to make special study of the efficient operation of university foodservice. The concrete results through the conjoint analysis can be elicited as follows. First, through the interview in depth we draw out the efficient attribute comparing and analyzing elements of selecting menu and main reasons for selecting either student cafeterias or general cafeterias. Second, we elicit the best attribute based on the results of analysis on preference. Third, we present an improvement program for operating student cafeterias through simulation. As a result of conjoint analysis of the main reason for selecting a cafeteria and the utility of each attribute, the most important factor comes price (34.95%), the time required (33.20%), food taste (30.45%), and various menu (1.42%) in that order. What draws attention in the research is that price (34.93%) is not the only factor which influences students' choice of a cafeteria. Location (33.20%) and food taste (30.45%) are all equally important. These results show that students' expectation for cafeterias is getting various. Basically, all customers look for a nearer restaurant where its food taste is good and menu is various at a low price.

• 한국조경학회지
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• 제23권2호
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• pp.1-16
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• 1995

This study was carried out to suggest method which can be used to improve competitive power of theme parks. The characteristics of Hybrid Conjoint Analysis were described and its usefulness for identification of specific types of service theme parks have to provide was tested "Lotte World, " "Seoul land," and "farmland" were selected as study areas, and .7 attributes with 3 levels were utilized for analyses. Master design with 81 profiles was constructed to meet the requirement of ′Compromise Plan 1,′and data was collected by in-personal interviews on the study areas. Respondents were grouped by cluster analysis, and their characteristics were analyzed by discriminant analysis. Then, part-worth of each attribute . was estimated by stagewise estimation model Calibrated model of each group did not show part-worths of attributes clearly because both main effects and 2-way interaction effects were included in the models. Therefore, calibrated models′ coefficients were used to calculate utilities of all possible combinations of attributes levels. The results showed that managers of theme parks have several options for providing a new service: the combination of attribute levels with the highest utility is they however, they can choose the other combinations with next highest utlities is they can not afford it. Several suggestions were described to cope with the problems when Hybrid Conjoint Analysis is applied to landscape architectural study.

• 응용통계연구
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• 제29권5호
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• pp.921-933
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• 2016

본 연구는 대안이 많지 않은 의사결정에서 계층적 의사결정론(analytic hierarchy process)과 컨조인트 분석 간의 비교를 다루었다. 계층적 의사결정론은 속성들의 쌍대비교 과정을 거쳐 속성의 중요도를 추정한 후 대안들의 순위를 추정하는 방법이며, 컨조인트 분석은 대안의 순서로부터 속성의 효용을 추정하는 방법으로, 의사결정의 과정이 다르기에 두 방법을 직접적으로 비교하는 것은 다소 한계가 있다. 본 연구에서는 Scholl (2004)의 타당도 척도를 사용하여 두 방법을 S대학 여학생들의 화장품 선택 사례 연구를 통하여 두 방법을 서로 비교하였다. 사례연구 결과 컨조인트 분석은 내적타당도가 높게 나타났으며, 계층적 의사결정분석 방법은 예측타당도가 높게 나타남을 볼 수 있었다.

• Journal of the Korean Data and Information Science Society
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• 제11권2호
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• pp.347-357
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• 2000

본 연구는 국내 전자상거래 연구에서 아직 시도되지 않은 분석방법인 컨조인트 분석(Conjoint Analysis)을 이용하여 전자상거래에서의 소비자 구매 패턴을 분석하였다. 전자상거래에서 소비자들은 종합중개형 쇼핑몰보다 종합유통업형 쇼핑몰을 선호하고 브랜드명이 있는 대기업 제품을 선호하였다. 또한 온라인 입금보다 신용카드 결제를 선호하며 즉시적 구매 만족을 위해 빠른 배달기간을, 그리고 소비자들은 제품의 하자가 발생하는 경우를 고려하여 교환 및 환불이 불가능한 경우보다 가능한 경우를 선호하였다.