• Asia Marketing Journal
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• v.22 no.3
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• pp.29-50
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• 2020

Although companies perform societal marketing activities across different cultural regions, previous research was predominantly centered on a specific cultural region-the West. To address this limitation in the literature, the current research examines societal marketing in the Chinese market considering cultural characteristics. China has become the largest market in the world with great potential growth for its vast consumer base. Since there is heterogeneity among regions in China, it is imperative to divide China into several markets for better understanding. Thus, this study investigates different responses of Chinese regional (coastal vs. inland) consumers toward Cause-related Marketing (CM). Our findings reveal that Chinese consumers, in general, prefer utilitarian CM products compared to hedonic CM products, which is the opposite result of findings of the previous research. Further, this was truer for consumers in inland regions, while coastal consumers did not display any preference by product type. The academic and practical implications, limitations, and directions for future research are discussed.

• Environmental and Resource Economics Review
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• v.16 no.4
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• pp.873-900
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• 2007

Non-market valuation studies tend to assume that individual households have homogeneous preferences for a non-market good to value. However, since the preferences for non-market goods, especially environmental goods are more likely to be heterogeneous by nature, it may be more appropriate to assume heterogeneous preferences for non-market goods, which may in turn may lead to reduced biases in the WTP estimation. This study investigate the extent to which individual households have heterogeneous preferences for reduced concentrations of radon, a radioactive indoor air pollutant, for road safety, and for nuclear power safety. We also analyze the effect of heterogeneity assumption on the results of model and WTP estimation. Using the choice experiments and mixed logit models, we found that allowing for heterogeneous preferences improved model fitness and that there existed heterogeneous preferences for both reduced radon concentration and road safety, albeit not for nuclear power safety. The mean WTP for reduced radon concentrations and road safety increased by factors of 2.44 and l.74 respectively with the models allowing for heterogeneous preferences.

• Environmental and Resource Economics Review
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• v.30 no.1
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• pp.49-77
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• 2021

This study uses a choice experiment approach to examine whether different types of feedstocks as well as other attributes such as the cost of bioethanol, bioethanol blending ratio, and government support policies affect consumers' biofuel preferences. We apply a standard conditional logit model, a mixed logit model (MLM), and individual coefficient estimation model (ICM) to estimate the parameters of the investigated attributes. The results show that people prefer domestic and non-food feedstock, along with tax exemption as a support policy. All the attributes show unobservable preference heterogeneity in the MLM and ICM. In particular, willingness to pay for attributes are higher in the genetically modified (GM) feedstock-unknown group than in the known one. We show the importance of using domestic and non-food feedstocks and managing GM feedstocks carefully to avoid consumer resistance when producing bioethanol in South Korea.

• Korea journal of population studies
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• v.26 no.1
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• pp.31-57
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• 2003

This study is intended to examine (l)whether the value of son-for example, old age security and succession of family lineage- causing son preference in the traditional society can be explained at the individual level, (2)whether women without son in the son preference country continue her childbearing until having at least one son or give up the desire of having a son at a certain level. To accomplish these purposes, the 1974 Korean National Fertility Survey data are analyzed by the quadratic hazard models controlling unobserved heterogeneity. Unlike ordinary regression model, even omitted variables that affect hazard rates and are uncorrelated with the included independent variables can distort the parameter estimates in the hazard model. Therefore the nonparametric maximum likelihood estimator(NPMLE) of a mixing distribution developed by Heckman and Singer is used to control unobserved heterogeneity. Based on the statistical result in this study, the value of son causing son preference is determined at the societal level, not at the individual level. And Korean women without a son did not continue endlessly childbearing during child bearing ages until having a son. In general, they gave up the desire having a son when she had born six daughters continuously. Thus, 30-40 years ago, the number of daughters that women without a son giving up the desire of son was six, which is about the level of total fertility rate during 1960s. In these days, we can often see many women who have only two or three daughters and do not any son. This means that the level of giving up the desire of son, which is one factor representing the strength of son preference, becomes lower. If the strength of son preference did not become much weaker, then the fertility rates in Korea could not reach the below replacement level.

• Asia Marketing Journal
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• v.8 no.1
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• pp.1-17
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• 2006

A couple of previous studies have warned against the use of homogeneous choice models in assessing the effect of reference price since unaccounted for response heterogeneity may result in spurious reference price effects(Chang, Siddarth and Weinberg 1999; Bell and Lattin 2000). According to Meyer and Kahn(1991), not accounting for consideration set heterogeneity may also bias the effect parameters in the choice model. Therefore, failure to account for these two sources of bias, in fact, have cast doubt on the empirical support for reference price effects in general. In view of aforementioned potential sources of bias, the author investigates the robustness of loss aversion effect in the reference-dependent model after accounting for heterogeneity in response as well as consideration set. The proposed model defines individual household's consideration set based on the posterior distribution of preference obtained from the Empirical Bayes approach. In addition, the same posterior distribution is used to form household-specific reference prices. Response heterogeneity correction is carried out via the Latent Class approach. The proposed model outperforms the Reference-Dependent model that includes the reference price measure most often employed in the previous studies. This implies that as a way of simplifying decision task, consumers restrict their consideration set to a subset of available brands not only in making a brand choice but also in forming reference prices.

• Korean Journal of Fisheries and Aquatic Sciences
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• v.37 no.6
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• pp.469-477
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• 2004

This study examined distributional patterns of Asterias amurensis in Tongyeong, the central South Sea of Korea. The density of the sea star was estimated at 10 chosen sites in the inner and the outer parts of the Tongyeong coast from December 2000. The mean density of the species in this area was $2.4ind./m^{2}$. The seasonal surveys conducted at 3 arbitrary chosen sites (i.e., sea cage, reef and soft sediment) also showed that the abundance of the species at the sea cage site $(density:\;3.6\;ind./m^{2};\;biomass:\;250.7\;gwwt/m^{2})$ was significantly higher than at the reef site $(density:\;1.7\;ind./m^{2};\;biomass:\;63.5\;gwwt/m^{2})$ and the soft sediment site $(density:\;0.4\;ind./m^{2};\;biomass:\;18.9\;gwwt/m^{2})$. Densities were higher at sea cages areas than at reefs and soft bottom sites. At sea cage site, A. amurensis population exhibited a strong aggregated distributional pattern. In contrast, at reef and soft bottom sites, A. amurensis population showed a random distributional pattern. The spatial difference in prey species and its abundance was the primary factor determining the spatial heterogeneity of the sea star in its behavior characteristics. Experiments on the feeding preference indicated that A. amurensis had a strong selectivity on its prey, but this selectivity varied between populations living in different sites. In particular, A. amurensis populations at the reef site showed a strong selectivity on various sessile and mobile animals living in reef areas, suggesting that these animal groups may play a role as "windows for the survival of A. amurensis". These results suggest that the distribution of A. amurensis in Tongyeong is closely associated with abundance of prey species and the bottom composition.

• Korean Management Science Review
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• v.33 no.4
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• pp.33-49
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• 2016

The market of platform business is typically served by a few dominant players, presenting "winner-takes-all" phenomenon. This study aims to find service characteristics leading to the phenomenon. Six different service-characteristics were considered : Same-side network effect, cross-side network effects, entry barrier, multi-homing cost, switching cost, and heterogeneity of preference. To assess the degree of concentration of market share, HHI (Herfindahl-Hirschman Index) is calculated for top three major players. Based on the HHI value, 10 most eminent platform businesses are classified into three different segments and each segment is characterized with key factors. The results from this study provide some insight into the strategic management of platform business.

• Journal of Wellbeing Management and Applied Psychology
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• v.2 no.1
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• pp.35-39
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• 2019

This paper presents two social and academic studies on the boundary between cultural production and consumption. The first line of the study on cultural omnivore analyzes the choice of heterogeneous audiences in the face of various cultural offerings. The second line is a study of market categories, which analyzes the responses of peer audiences to objects with different levels of category code compliance. As such, this paper developed a heterogeneous audience model to evaluate objects of different types. This allows us to consider two dimensions of cultural preference: diversity and orientation of selection. To this end, this paper proposes a new analytical frame work to map consumption behavior on these two dimensions. The results suggest that one type of target that values diversity and transformation is particularly resistant to those that span boundaries. We test this argument in the analysis of two large data sets on film and restaurant reviews. Overall, our findings can extend beyond cultural consumption. Outline variability of contextual individuals or individuals in the same situation can cross cultural boundaries even if they are not intentionally pursuing such hybridism.

• Korean Journal of Social Welfare
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• v.63 no.4
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• pp.83-107
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• 2011

This study examines the duration dependence in the exit rate from National Basic Livelihood Protection Program(NBLP). If the length of time on welfare is negatively correlated with the exit rate after controlling for 'unobserved heterogeneity', the observed declining exit rates would provide evidence of true duration dependence. Data are drawn from Korean Welfare Panel study 2005~2008. A variety of discrete-time hazard models are estimated, including parametric/nonparametric hazard model, gamma frailty hazard model/mass point technique model. It is found that welfare dynamics in Korea does not show strong evidence of duration dependence after controlling for unobserved heterogeneity. All the models estimated show that this finding is quite robust. The observed declining exit rate is largely due to differences in the unobservable characteristics of recipients. Thus, the detrimental effect of the welfare on the preference and attitude among recipients is not likely to be strengthened as time on welfare increases.

• KSCE Journal of Civil and Environmental Engineering Research
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• v.29 no.4D
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• pp.433-441
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• 2009

In the coming ubiquitous society, the importance of developing advanced public transportation systems (APTS) corresponding to individuals' needs and useful in their daily life is profound. In these regards, the study proposed new APTS services: Free internet access service and On-board real time traffic information service in public modes. A stated preference (SP) survey was performed to investigate individual's preference and willingness-to-pay (WTP) for the proposed APTS services. Multinomial logit models (MNL) incorporating the heterogeneity of respondents were developed to analyze individuals' preference and the difference of WTP. Some results of the study showed that the respondents' preferences were significantly different by in-vehicle travel times (30 min, 60 min) and their socioeconomic background. More respondents prefer new APTS services when invehicle travel time takes longer. For the housewife and self-employed group, the mean WTP for on-board realtime traffic information was higher than that of free internet access services, while for the company employees and students group, the mean WTP was similar in both services.