• Journal of Information Technology Applications and Management
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• v.16 no.4
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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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• v.18 no.3
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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.

• Environmental and Resource Economics Review
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• v.10 no.3
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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.

• Proceedings of the Korea Technology Innovation Society Conference
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• 2001.05a
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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.

• Journal of Korea Technology Innovation Society
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• v.3 no.1
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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.

• 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 Korea Technology Innovation Society
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• v.2 no.2
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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.

• Journal of KIISE:Software and Applications
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• v.31 no.3
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• pp.308-316
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• 2004

This paper proposed mediator agent system that guarantees reciprocity to attendances in bilateral negotiations for electronic commerce that is different from regular commercial transactions. The optimal agreement was supposed to provide the total maximum profits and the minimum difference in profits of both attendances in negotiations. In the mediator agent system, mediator agent conducted the negotiations considering multi attributes of product and Multi Attribute Utility Theory(MAUT) was applied to evaluate the profits of buyer and seller. 1'he negotiation model in mediator agent system was transformed into linear programming according to the information of bargain for attendances in negotiations. In order to compare with mediator agent system under the same conditions of reciprocity, another negotiation agent system was implemented using trade-off mechanism that is an algorithm for agent interactions in negotiation. The negotiation agent system using trade-off mechanism did not guarantee the optimal agreement, whereas mediator agent system provided attendances in negotiations with optimal agreement rapidly in comparison with trade-off mechanism.

• Journal of the Korean Society for Railway
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• v.11 no.1
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• pp.45-53
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• 2008

With the growing international consensus regarding sustainable development of transportation, the plan of transportation infrastructure needs to meet various requirements toward enhancing environmental conditions. Accordingly, the upcoming long-term plan of high-speed rail network has to be reflecting the sustainability of transportation systems. In this paper, we demonstrate an application of methodologies based on multi-attribute utility theory for determining priorities of sustainable high-speed rail investment. The proposed methodologies identify indicators for sustainable transportation systems such as economic, environmental, and social ones and then, evaluate priority for planning a long-term sustainable high-speed rail network by comparing the relative importance among indicators. This will help transportation agencies to prioritize high-speed rail investment toward sustainable transportation systems.

• Ocean and Polar Research
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• v.29 no.1
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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.