• 응용통계연구
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• 제33권1호
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• pp.25-46
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• 2020

본 논문에서는 Bayesian spectral analysis regression (BSAR) 방법론을 이용한 베이지안 순서형 프로빗 준모수 회귀모형에 대해서 고찰한다. 순서형 프로빗 회귀모형은 순서가 있는 범주형 자료를 모형화하는 방법으로, 정규 분포의 분포함수의 역함수인 프로빗 연결함수를 이용해 각 범주의 확률과 설명변수을 연결함으로써 반응변수의 확률을 모형화한다. 베이지안 프로빗 회귀 모형은 정규 분포를 따르는 잠재변수를 도입함으로써 사후 분포 도출을 용이하게 하고, 절단점에 따라 나뉘어지는 잠재변수들의 값에 따라서 반응 변수들이 범주화된다. 본 논문에서는 이러한 잠재 변수 방법을 확장해 BSAR 방법론에 기반하여 단조증가/감소와 같은 형태제약을 반영할 수 있는 베이지안 이항형 및 순서형 프로빗 준모수 회귀모형에 대해 연구한다. 모의실험을 통하여 이항형 프로빗 준모수 회귀모형과 기존의 다른 모형들 간의 적합결과를 비교하고, 형태 제약에 따른 순서형 프로빗 준모수 회귀모형의 적합결과를 비교 분석하도록 한다. 아울러, 국민건강영양조사 제 7기 1차년도 (2016) 자료(Korean National Health and Nutrition Examination Survey (KNHANES), 2016)를 바탕으로, 본 논문에서 고찰한 이항형 및 순서형 프로빗 준모수 회귀모형을 적용하여, 흡연양태와 커피섭취 간의 관계에 대한 실증적 분석을 수행한다.

• 동아시아식생활학회지
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• 제18권2호
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• pp.165-171
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• 2008

The purpose of this study was to measure tourists' preference for alternative restaurants with different combinations of attribute levels: grown area logo, origin description, traditional food, fusion food, national food, and price. A total of 210 questionnaires were completed. A conjoint experimental method was used to develop hypothetical restaurants, and an ordinal probit model was used to measure the effects of the attribute levels on tourists' preference. The ordinal probit model analysis results for the data indicated an excellent model fit. The effects of the attribute levels on tourists' preferences were statistically significant. As expected, estimates of the marginal willingness to pay were statistically significant Moreover, the tourists were more willing to pay for grown area logo as compared to the other attribute levels. The tourists also considered the grown area logo as a very important attribute. Withe regard to developing and testing conjoint models in the design of choice experiments involving multifactor alternatives, this study may approach a deeper understanding of the conjoint experiment. Greater understanding of the conjoint experiment can improve the managerial diagnoses of the problems as well as the opportunities for different marketing strategies including local branding programs and menu development and marketing communications.

• 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.

• 한국식생활문화학회지
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• 제22권6호
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• pp.794-800
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• 2007

The purpose of this study was to measure the tourists' preference for alternative restaurants with different combinations of 4 attribute levels: origin description, food type, price and service guarantee. A total of 210 questionnaires were completed from tourists who visited Kwangyang, Suncheon and Yeosu during Jan. 2 - Jan. 15, 2007. Conjoint experiment method was used to develop hypothetical restaurants. Ordinal probit model was used to measure the effects of attribute levels on the tourists' preference. Results of the study demonstrated that the ordinal probit model analysis result for the data indicated excellent model fit. The effects of attribute levels (origin description, traditional food, fusion food, price, service guarantee) on the tourists' preference were statistically significant. As expected, estimates of marginal willingness to pay for origin description(3.063), food type(2.349), and service guarantee(2.356) were statistically significant. Moreover, tourists were more willing to pay for origin description than other attribute levels. Tourists also considered the origin description as the very important attribute. In conclusion, based on conjoint analysis, a model was proposed of marginal willingness to pay of attribute levels. It should be noted that the original model was modified and should, preferably, be validated in future research.

• Communications for Statistical Applications and Methods
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• 제30권1호
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• pp.49-63
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• 2023

A lot of studies on the summary measures of predictive strength of categorical response models consider the likelihood ratio index (LRI), also known as the McFadden-R², a better option than many other measures. We propose a simple modification of the LRI that adjusts for the effect of the number of response categories on the measure and that also rescales its values, mimicking an underlying latent measure. The modified measure is applicable to both binary and ordinal response models fitted by maximum likelihood. Results from simulation studies and a real data example on the olfactory perception of boar taint show that the proposed measure outperforms most of the widely used goodness-of-fit measures for binary and ordinal models. The proposed R² interestingly proves quite invariant to an increasing number of response categories of an ordinal model.

• 한국조리학회지
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• 제14권1호
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• pp.1-10
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• 2008

The purpose of this study was to measure the estimated coefficient and marginal willingness to pay of attribute level: origin logo, origin description, traditional food, fusion food, service guarantee, and price, which influence tourist preference for restaurants. Also, the study identified the attribute which confers the highest importance to tourists. Conjoint experiment and the ordinal probit model were used for this study. A total of 210 surveys were conducted by tourists. The findings from this study were as follows. First, the effects of all attributes on tourist preference for restaurants were statistically significant. Second, tourists regarded an origin logo as the very important attribute, and were more willing to pay for the case where the menu contained origin logo. These findings suggested new marketing opportunities for restaurant managers. Although this study provides some evidence on the value of the local product brand to tourists, a similar measure has not been developed for local residents. This is an area in need of future research.

• 응용통계연구
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• 제25권2호
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• pp.363-376
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• 2012

순서적 다항 반응변수의 경우 종종 과도하게 많은 수의 관측치가 0 범주에서 발생하는 영 과잉 특성을 지닌다. 이러한 영 과잉 자료에서 0범주를 발생시키는 요인이 여러 개 존재할 때 일반적인 순서적 프로빗 모형은 자료를 설명함에 있어서 한계를 지닌다. 본 논문에서는 영 과잉 특성을 반영한 이 단계 영 과잉 순서적 프로빗 모형의 베이지안 분석기법을 제시하고 이를 2008년도 통계청에서 조사한 한국인의 음주소비 자료에 적용시킨다. 첫 번째 단계에서는 음주소비가 하나도 없다고 답한 0 범주에 속하는 비음주자들을 신념 또는 영구적 건강상의 문제 등으로 상황에 관계없이 음주를 하지 않는 절대적 비음주자(genuine non-drinker, non-participant)와 현재 소비가 없지만 상황에 따라 음주자가 될 가능성이 있는 잠재적 음주자(zero consumption potential drinker)로 구분하는 프로빗 모형을 적용시켜 분석한다. 두 번째 단계에서는 잠재적 음주자와 1 이상의 범주에 속하는 실제적 음주자를 합하여 음주자 집단으로 보고 이에 대하여 순서적 프로빗 모형을 적용하여 분석한다. 분석결과, 비음주자 중 약 30%가 절대적 비음주자로 음주자료가 일반적 순서적 자료에 비하여 뚜렷한 영 과잉 특성을 가짐을 알 수 있었다. 각 변수의 한계효과를 분석함으로써 같은 설명변수가 절대적 비음주자와 잠재적 음주자에 미치는 영향이 서로 반대로 나타날 수 있음을 발견하였고, 따라서 한국인의 음주자료에 대하여 제안된 영 과잉 순서적 프로빗 모형이 유용함을 보여주었다.