• Journal of Information Technology Applications and Management
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• 제16권4호
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• pp.93-107
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• 2009

This study investigated consumer preferences for Internet medical information service in China using the multi-attribute utility theory. The multi-attribute utility theory is a compositional approach for modeling consumer preferences wherein researchers calculate the overall service utility by summing up the evaluation results for each attribute. We found that Chinese Internet medical information users consider the availability of information and quick response to be the most important attributes. Further, they think that the comment feature is less important as compared to other attributes such as costs and updates. In addition, we found that the Internet users having more Internet experience consider these attributes to be more important as compared to the people who are just beginning to surf the Internet. For any successful Internet business, Internet marketers should assess individual-level preference and accordingly organize a fresh campaign. As of now, Internet marketers need estimation methods to predict the market performance of new services in many different business environments. We believe that the multi-attribute utility theory is a useful approach in this regard.

• Asia pacific journal of information systems
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• 제18권3호
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• pp.1-20
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• 2008

Based on the multi-attribute utility theory (MAUT), we present a survey method to measure consumer preferences. The multi-attribute utility theory has been used to make decisions in OR/MS field; however, we show that the method can be effectively used to estimate the demand for new services by measuring individual level utility function. Because conjoint method has been widely used to measure consumer preferences for new products and services, we compare the pros and cons of two consumer preference survey methods. Further, we illustrate how swing weighing method can be effectively used to elicit customer preferences especially for new telecommunications services, Multi-attribute utility theory is a compositional approach for modeling customer preference, in which researchers calculate overall service utility by summing up the evaluation results for each attribute. On the contrary, conjoint method is a decompositional approach, which requires holistic evaluations for profiles. Partworth for each attribute is derived or estimated based on the evaluation, and finally consumer preferences for each profile are calculated. However, if the profiles are quite new and unfamiliar to the survey respondents, they will find it very difficult to accurately evaluate the profiles. We believe that the multi-attribute utility theory-based survey method is more appropriate than the conjoint method, because respondents only need to assess attribute level preferences and not holistic assessment. We chose swing weighting method among many weight assessment methods in multi-attribute utility theory, because it is designed to perform in a simple and fast manner. As illustrated in Clemen and Reilly (2001), to assess swing weights, the first step is to create the worst possible outcome as a benchmark by setting the worst level on each of the attributes. Then, each of the succeeding rows "swings" one of the attributes from worst to best. Upon constructing the swing table, respondents rank order the outcomes (rows). The next step is to rate the outcomes in which the rating for the benchmark is set to be 0 and the rating for the best outcome to be 100, and the ratings for other outcomes are determined in the ranges between 0 and 100. In calculating weight for each attribute, ratings are normalized by the total sum of all ratings. To demonstrate the applicability of the approach, we elicited and analyzed individual-level customer preference for new telecommunication services-WiBro and HSDPA. We began with a randomly selected 800 interviewees, and reduced them to 432 because other remaining ones were related to the people who did not show strong intention for subscription to new telecommunications services. For each combination of content and handset, number of responses which favored WiBro and HSDPA were counted, respectively. It was assumed that interviewee favors a specific service when expected utility is greater than that of competing service(s). Then, the market share of each service was calculated by normalizing the total number of responses which preferred each service. Holistic evaluation of new and unfamiliar service is a tough challenge for survey respondents. We have developed a simple and easy method to assess individual level preference by estimating weight of each attribute. Swing method was applied for this purpose. We believe that estimating individual level preference will be quite flexibly used to predict market performance of new services in many different business environments.

• 자원ㆍ환경경제연구
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• 제10권3호
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• pp.345-366
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• 2001

Evaluating environmental impacts of regional development projects has critical importance in environmental management aspect. This paper uses multi-attribute utility theory as a basis for obtaining a value index to assess the environmental impacts and applies the theory to a specific Korean case study. To structure and quantify basic values for the assessment, we elicited important attributes, then refined and structured them into a hierarchy. An environmental multi-attribute index is constructed as a multi-attribute utility function, based on value judgments provided by a group of technical experts, policy makers, and a decision-maker at Korean Ministry of Environment. The implications of the results are also discussed. We found that the work and results can provide valuable insights for assessment of environmental consequences.

• 한국기술혁신학회:학술대회논문집
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• 한국기술혁신학회 2001년도 춘계학술대회:발표자료
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• pp.389-408
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• 2001

Evaluating the results of National Nuclear R&D projects has critical importance in nuclear management aspect. This paper uses multi-attribute utility theory as a basis for obtaining a value Index to assess the results of nuclear R&D projects and applies the theory to a specific Korean case study. To structure and quantify basic values for the . evaluation, we elicited important attributes, then refined and structured them into a hierarchy. A multi-attribute index is constructed as a multi-attribute utility function, based on value judgments provided by a group of technical experts, policy makers, and decision-makers. The implications of the results are also discussed. We found that the work and results can provide valuable insights for assessment of nuclear R&D consequences.

• 기술혁신학회지
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• 제3권1호
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• pp.127-138
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• 2000

This pape applies the multi-attribute utility theory for estimating the non-economci value of technology. The technology of the code division multiple access in mobile communications is used as a case study. The technology of the code division multiple access in mobile communications is used as a case study. The result shows that the multi-attribute utility theory is a useful method for es-tinmating the non-economic value of technology and gaining an insight into the importance of tech-nology innovation.

• 한국융합학회논문지
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• 제7권5호
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• pp.181-188
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• 2016

본 연구는 소셜미디어와 건강정보서비스에 대한 소비자들의 융합적 선호를 분석함으로써 다양한 채널과 형태로 제공되고 있는 기존의 건강정보서비스에 대한 소비자들의 선호속성을 도출하고 이에 대한 평가를 객관화시킬 수 있는 분석방법을 발굴하는데 그 목적이 있다. 다속성 효용이론은 개별적 선호속성간의 상대적 선호도를 탐색하고, 이 결과를 바탕으로 대상 분야에 대한 소비자의 전체적 선호도를 파악하는 데 효율적인 방법이다. 우리는 미디어와 건강정보에 관련된 선행연구들로부터 도출된 최신성, 비용성, 유용성, 용이성과 신뢰성 등의 선호속성들이 실제로 건강정보서비스 이용의도에 영향을 미칠 수 있음을 실증하였고 이 속성들을 활용하여 각 소셜미디어들에 대한 효용을 계산함으로써 소비자들의 소셜미디어별 건강정보서비스에 대한 평가도 계량적으로 분석할 수 있었다. 다양한 서비스로 무장한 소셜미디어들이 속속 등장하고 있는 현실을 감안하면 소셜미디어를 활용한 다양한 서비스 시장을 객관적으로 판단하기 힘든 경우 본 연구에서 제안하고 있는 다속성 효용이론의 활용은 시장에 대한 분석에 상당한 도움을 줄 수 있을 것으로 판단된다.

• 기술혁신학회지
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• 제2권2호
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• pp.201-218
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• 1999

The article contains an introduction of possibility of applying Multi-Attribute Utility Theory(MAUT) for priority setting of R&D projects. MAUT is compared with AHP, which is widely used recently. These two techuiques are applied to set priorities of R&D projects In a Government-funded Research Institute. Six criteria are chosen from consultation with decision makers. They are composed of 1) validity as representative projects, 2) possibility of resource mobilization, 3) spillover effect of developed technologies, 4) possibility of success, 5) scope of participation and 6) clarity of research goal. To set priorities of R&D projects, SMART(Simple MultiAttribute Rating Technique) and DVM(Difference Value Measurement) out of many MAUT methods are used to design the utility function and to determine the weights among criteria. The aggregation model is additive on the assumption the criteria are independent. AHP executes pairwise comparisons for criteria and alternatives. From the results of the case study, the results and theoretical characteristics are compared.

• 한국정보과학회논문지:소프트웨어및응용
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• 제31권3호
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• pp.308-316
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• 2004

본 논문에서는 일반적인 상거래에서와는 다른 전자상거래 환경의 특성을 바탕으로 구매자와 판매자의 상거래에서 양자간 최대이익을 제공해 줄 수 있는 중개 에이전트 시스템을 제안하였다. 판매자와 구매자의 상거래를 통하여 얻을 수 있는 최적의 타협안은 어느 한쪽으로 이익이 치우치지 않고 양자간 이익의 합이 최대가 되는 제안으로 정의하였다. 중개 에이전트는 상품의 다중 속성을 고려하여 협상을 수행하며, 구매자와 판매자의 이익은 Multi Attribute Utility Theory(MAUT)를 이용하여 표현하였다. 중개 에이전트를 이용한 협상 과정은 협상에 참여한 구매자와 판매자의 협상 정보를 이용하여 정수계획법으로 모형화 하였다. 중개 에이전트 시스템과의 비교를 위하여 상호이익의 보장이라는 동일한 조건 하에서, 구매자와 판매자에이전트 사이의 상호작용을 이용한 협상 알고리즘의 하나인 trade-off mechanism을 적용하여 협상 시스템을 구현하였다. Trade-off mechanism에 의한 타협안의 경우 최적간을 보장하지 못하는 반면 중개 에이전트 시스템에 의한 타협안은 상대적으로 빠른 시간 내에 양자간 최대 이익을 제공하는 최적의 타협안을 보장해 주었다.

• 한국철도학회논문집
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• 제11권1호
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• pp.45-53
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• 2008

본 연구는 중장기적 고속철도망 계획을 위한 투자우선순위를 전통적인 평가기법에서 벗어나 지속가능 한 교통의 관점에서 이를 분석할 수 있는 방법론을 제안하고, 다원-개준 의사결정기법 중의 하나인 다원-속성 효용이론(MAUT)을 이용하여 이를 분석하였다. 지속가능 한 교통지표는 경제지표, 사회지표 및 환경지표로 구분하였으며, 지속가능 한 고속철도망 지수 분석 결과 경부와 호남 고속철도 이후에 건설되어야 할 우리나라의 고속철도망 노선축의 투자우선순위는 동서축, 남해축, 서해축 등의 순서로 분석되었다.

• Ocean and Polar Research
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• 제29권1호
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• pp.69-80
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• 2007

This paper attempts to measure the environmental value of the Nakdong-river estuary, which is ecologically important but confronted with the threat of development. Especially, in order to elicit the environmental values of its four attributes, contingent valuation method(CVM) based on multi-attribute utility theory is applied and the CVM survey was rigorously designed to comply with the guidelines for best-practiced CVM studies. We surveyed a randomly selected sample of 400 and 350 households in Busan and six large cities(Seoul, Incheon, Daegu, Daejeon, Gwangju, and Ulsan), respectively and asked respondents questions in person-to-person interviews about how they would willing to pay for the estuary conservation and management program. Respondents overall accepted the contingent market and were willing to contribute a significant amount(2,457 won in Busan and 3,560 won in six large cities), on average, per household per year, which implies that there exists a large difference between the two. The aggregate values of the Nakdong-river estuary in Busan and six large cities amount to 2.92 and 22.32 billion won, respectively, per year. In addition, expanding the values to Korea produces 51.34 billion won per year. The quantitative values can be utilized in planning and decision-making about development versus conservation of the estuary.