• Journal of Industrial Convergence
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• v.11 no.1
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• pp.1-13
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• 2013

In this study, I tried to study whether the congruence between consumer's brand image and self image influences consumer's brand preference. the outcomes of the study suggest that the consumers purchase the image of the brands, rather than the products themselves. Thus, the firm must develop the brand image focused on consumer's preference.

• Journal of Technology Innovation
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• v.14 no.1
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• pp.227-254
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• 2006

Under the recent trend of telecommunications and broadcasting convergence, much more various forms of new convergence broadcasting services are being introduced than ever before. Owing to the unique advantages, new convergence broadcasting services are expected to bring drastic changes to the current broadcasting service market. In this research, we attempt to examine what kind of attributes critically affect the competition among new convergence broadcasting services, and how much competitive they will be, based on the quantitative information about consumer preferences for the important attributes of new convergence broadcasting services. Conjoint survey was used in order to obtain stated preference data of consumers. From the results, some implications are obtained as follows. First, even though new convergence broadcasting services have many unique advantages, still price is the most important for the consumers. Second, it is expected that considerable consumer valuation exists for the unique advantages of new convergence broadcasting services like mobility and dual-way interactivity, which will add the competitiveness of those services in the future. Third, since midterm advertising puts negative utility on consumers, broadcasting services with midterm advertising will not be preferred to those with neither advertising nor midterm advertising. Fourth, service coverage and the number of consumers using the same broadcasting service have a significant feedback effect on the competition between broadcasting services from the dynamic aspect. Lastly, the consumer preference can be affected by demographic variables like age and gender, and broadcasting service usage patterns such as channel switchover for escaping advertisement and frequency of using other recorded media. Main findings of our research might become useful information for both telecommunication and broadcasting companies, contents providers, advertisers, and policy and regulation makers to cope with the uncertain environment of telecommunication and broadcasting convergence.

• Journal of the Korea Convergence Society
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• v.7 no.5
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• pp.181-188
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• 2016

This study investigated consumer convergence preferences for healthcare information service in social media using the multi-attribute utility theory. The multi-attribute utility theory is an approach for compositional modeling attributes wherein researchers compute the overall service utility by aggregating the evaluation results for attribute values. We found that healthcare information service consumers in social media evaluate the service preference through the multi attributes - Update, Cost, Usefulness, Usability, Reliability. And the study shows that individual preference by estimating weight of each attribute in the services influences the service use intention. So we believe that estimating preferences with multi-attribute utility theory will predict business success of the services in a new media, and for a successful business of the social media services marketers should assess the consumer's preference using the multi-attributes.

• Journal of Digital Contents Society
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• v.19 no.7
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• pp.1389-1395
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• 2018

Hybrid is explained based on the logic of combination such as cross, melding, permeation, fusion, convergence etc. Such combination shows that it is more creative and effective in case of heterogeneity as compared to homogeneity and the same kind, and hybrid character has its meaning as a mean to produce a new creative image. In the context, this study aims to analyze influencing relationship through a practical analysis on how formative requirements for hybrid characters affects consumer preference. For the foregoing, this study conducted multiple regression analysis having familiarity, originality, meaningfulness, diversity as independent variables for formative requirements for characters, and consumer preference as a dependent variable. Analysis results show that familiarity, originality, diversity have a positive effect on consumers, whereas, meaningfulness has no significant impact on the consumer preference.

• ETRI Journal
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• v.37 no.2
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• pp.317-327
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• 2015

A reliable analysis of consumer preference from a large amount of purchase data acquired in real time and an accurate customer characterization technique are essential for successful direct marketing campaigns. In this study, an optimal segmentation of post office customers in Korea is performed using a subspace projection-based clustering method to generate an accurate customer characterization from a high-dimensional census dataset. Moreover, a traditional temporal mining method is extended to an algorithm using the MapReduce framework for a consumer preference analysis. The experimental results show that it is possible to use parallel mining through a MapReduce-based algorithm and that the execution time of the algorithm is faster than that of a traditional method.

• Journal of Korea Technology Innovation Society
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• v.8 no.3
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• pp.1060-1086
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• 2005

In this paper, we attempt to predict the future of broadband access market where new convergence access technologies and additional services are introduced, based on consumer preferences. Conjoint analysis and mixed logit model is used for estimation, From the results, consumers value convergence access technologies such as PLC and wireless LAN, and TV-related service, However, valuation on new beneficial features of convergence access technologies is not enough to overcome their technological inferiorities in data transfer speed and quality stability at current technological stage, Additionally, consumer preferences are so heterogeneous that differentiated business strategies are required, Finally, some managerial and policy implications are presented.

• International journal of advanced smart convergence
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• v.11 no.1
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• pp.64-69
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• 2022

The current research examines whether consumers' preference for credit card benefits (i.e., general credit card benefits vs. credit card benefits related to green life) differs according to their pro-environmental disposition. Specifically, we predict that for consumers with high (vs. low) pro-environmental disposition, their preference for credit card benefits related to green life will be higher, while preference for general credit card benefits will not be different between low and high pro-environmental disposition groups. An online survey (N = 487) was conducted to test the hypotheses. Consistent with the hypotheses, the results indicate that (1) respondents with high pro-environmental donation intention, as compared to those with low pro-environmental donation intention, had higher preference for credit card benefits related to green life; and (2) there was no significant difference in preference for general credit card benefits between high and low pro-environmental donation intention groups. We suggest an important insight into how credit card companies approaching ESG issues can increase their consumers' preference for credit card benefits relevant to green life, considering consumers' individual differences such as pro-environmental disposition.

• Journal of Digital Convergence
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• v.19 no.11
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• pp.585-593
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• 2021

In this study, Author supposed that consumer preferences for domestic cosmetics may be different depending on the level of social support and advice & inducement from people around them, and analyzed whether these variables have mediating effects in the impact relationship between cosmetic-related factors and consumer preferences. For data collection, a questionnaire was conducted on women under 40 years of age living in the metropolitan area and analyzed through AMOS8 structural equation modeling. As a result of the analysis, it was found that advice & inducement had a very significant mediating effect on the consumer preference for domestic cosmetics, but social support did not have a mediating effect. Therefore, in order to increase the consumer preference for domestic cosmetics, it is necessary to find a way to activate the advice & inducement of the people.

• Journal of Broadcast Engineering
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• v.11 no.1 s.30
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• pp.130-137
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• 2006

In this paper. we introduce technologies that service multimedia contents (in brief, we call it UCA (Ubiquitous Contents Access)) to end consumer that have various communication terminal on communication & broadcasting convergence environment and propose system that this technologies are applied. Also, we analyzed relative advantage and playfulness of service technology that is looked in consumer side about proposed service technology. When analyzed relative advantage and playfulness in consumer's view point, proposed communication & broadcasting convergence service model could see that is worth service that consumer can prefer.

• Journal of Convergence for Information Technology
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• v.11 no.10
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• pp.250-257
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• 2021

The author tried to verify the mediating effect of the variable, perceived behavioral control, in the relationship between the independent variables(cosmetics-related variables, consumer's preference, advice & inducement), and the dependent variable(purchasing behavior), through AMOS structural equation modeling. As a result of analyzing the mediating effect in the impact relationship between latent variables, it was found that PBC(perceived behavior control) plays a mediating role in the impact relationship between CQ(cosmetics quality) and PB(purchasing behavior). Author found that the higher the quality of cosmetics and the greater the perceived behavior control in domestic cosmetics purchasing behavior, the more likely it will lead to purchasing behavior. In this context, while efforts are being made to improve cosmetic quality, measures to increase perceived behavior control, which can be said to be autonomy in purchasing behavior, should be sought.