• Asia Marketing Journal
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• 제15권4호
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• pp.61-101
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• 2014

This study investigates when and how disagreements in online customer ratings prompt more favorable product evaluations. Among the three metrics of volume, valence, and variance that feature in the research on online customer ratings, volume and valence have exhibited consistently positive patterns in their effects on product sales or evaluations (e.g., Dellarocas, Zhang, and Awad 2007; Liu 2006). Ratings variance, or the degree of disagreement among reviewers, however, has shown rather mixed results, with some studies reporting positive effects on product sales (e.g., Clement, Proppe, and Rott 2007) while others finding negative effects on product evaluations (e.g., Zhu and Zhang 2010). This study aims to resolve these contradictory findings by introducing preference heterogeneity as a possible moderator and causal attribution as a mediator to account for the moderating effect. The main proposition of this study is that when preference heterogeneity is perceived as high, a disagreement in ratings is attributed more to reviewers' different preferences than to unreliable product quality, which in turn prompts better quality evaluations of a product. Because disagreements mostly result from differences in reviewers' tastes or the low reliability of a product's quality (Mizerski 1982; Sen and Lerman 2007), a greater level of attribution to reviewer tastes can mitigate the negative effect of disagreement on product evaluations. Specifically, if consumers infer that reviewers' heterogeneous preferences result in subjectively different experiences and thereby highly diverse ratings, they would not disregard the overall quality of a product. However, if consumers infer that reviewers' preferences are quite homogeneous and thus the low reliability of the product quality contributes to such disagreements, they would discount the overall product quality. Therefore, consumers would respond more favorably to disagreements in ratings when preference heterogeneity is perceived as high rather than low. This study furthermore extends this prediction to the various levels of average ratings. The heuristicsystematic processing model so far indicates that the engagement in effortful systematic processing occurs only when sufficient motivation is present (Hann et al. 2007; Maheswaran and Chaiken 1991; Martin and Davies 1998). One of the key factors affecting this motivation is the aspiration level of the decision maker. Only under conditions that meet or exceed his aspiration level does he tend to engage in systematic processing (Patzelt and Shepherd 2008; Stephanous and Sage 1987). Therefore, systematic causal attribution processing regarding ratings variance is likely more activated when the average rating is high enough to meet the aspiration level than when it is too low to meet it. Considering that the interaction between ratings variance and preference heterogeneity occurs through the mediation of causal attribution, this greater activation of causal attribution in high versus low average ratings would lead to more pronounced interaction between ratings variance and preference heterogeneity in high versus low average ratings. Overall, this study proposes that the interaction between ratings variance and preference heterogeneity is more pronounced when the average rating is high as compared to when it is low. Two laboratory studies lend support to these predictions. Study 1 reveals that participants exposed to a high-preference heterogeneity book title (i.e., a novel) attributed disagreement in ratings more to reviewers' tastes, and thereby more favorably evaluated books with such ratings, compared to those exposed to a low-preference heterogeneity title (i.e., an English listening practice book). Study 2 then extended these findings to the various levels of average ratings and found that this greater preference for disagreement options under high preference heterogeneity is more pronounced when the average rating is high compared to when it is low. This study makes an important theoretical contribution to the online customer ratings literature by showing that preference heterogeneity serves as a key moderator of the effect of ratings variance on product evaluations and that causal attribution acts as a mediator of this moderation effect. A more comprehensive picture of the interplay among ratings variance, preference heterogeneity, and average ratings is also provided by revealing that the interaction between ratings variance and preference heterogeneity varies as a function of the average rating. In addition, this work provides some significant managerial implications for marketers in terms of how they manage word of mouth. Because a lack of consensus creates some uncertainty and anxiety over the given information, consumers experience a psychological burden regarding their choice of a product when ratings show disagreement. The results of this study offer a way to address this problem. By explicitly clarifying that there are many more differences in tastes among reviewers than expected, marketers can allow consumers to speculate that differing tastes of reviewers rather than an uncertain or poor product quality contribute to such conflicts in ratings. Thus, when fierce disagreements are observed in the WOM arena, marketers are advised to communicate to consumers that diverse, rather than uniform, tastes govern reviews and evaluations of products.

• 한국산학기술학회논문지
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• 제12권8호
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• pp.3430-3438
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• 2011

본 연구는 감귤의 소비자 선호도 조사를 통하여 객관적인 품질기준을 제시하는데 있다. 지금까지 제주 감귤의 품질 등급은 선과기를 이용한 크기에 따른 상품 구별과, 농 감협과 일부 영농 법인에서 비파괴 선과기를 이용하여 선별되어진 감귤을 자체적인 브랜드에 준하여 등급을 제시하여 왔다. 그 등급 설정은 과학적 객관적이거나, 소비자의 니즈에 의한 것이 아니라 편의에 위한 관행적 등급으로 판단된다. 그 등급 내용을 보면 최고등급 브랜드인 경우 당도 $12^{\circ}Bx$ 이상, 산도 1% 미만을 요구하고, 다음 등급 브랜드인 경우는 당도 $11^{\circ}Bx$, 산도 1% 미만을 요구하는 등 높은 당도와 낮은 산도를 천편일률적으로 적용하여 사용되어지고 있다. 따라서 감귤의 소비자 선호도 조사를 통한 소비자 만족도에 근거하여 당도 4등급, 산도 4등급으로 총 16개 등급으로 구분하였고, 이를 바탕으로 1등급에서 5등급까지의 5개의 등급을 설정하였다.

• Nutrition Research and Practice
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• 제6권6호
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• pp.534-541
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• 2012

This study examined salty taste acuity and salty taste preference and sodium intake in relation to zinc nutritional status in 2 rural populations in Korea. And we also examined the main food contributors of their sodium intakes. We enrolled 218 adults (66 men and 152 women) from the Kangneung and Samcheok regions in Korea's Kangwon province in our study conducted from December 2011 to February 2012. Participants from each region were divided into 3 groups based on their serum zinc level (T1: lowest, T2: intermediate, T3: highest). We compared the salty taste acuity and preference, Na index (Dish Frequency Questionnaire for estimation of habitual sodium intake), blood pressure, and intakes of nutrients including sodium by 3 groups of serum zinc level. The results were as follows: a higher serum zinc level indicated a lower sodium intake and Na index (P<0.05). The salty taste acuity was considerably higher for participants from the Kangneung region than those from the Samcheok region (P<0.05). And the serum zinc level was significantly higher in participants from the Kangneung region than those from the Samcheok region (P<0.05). We further divided the participants into 2 groups: those who consumed more zinc than the recommended intake (RI) and the others. We compared salty taste acuity and salty taste preference in the 2 groups. The salty taste threshold and palatable salty taste concentrations were lower for the group with a zinc intake above RI than for the group with zinc intake below the RI. However, the difference was not significant. This study confirms that taste function differs depending on zinc nutritional status. In future, it is required to a large-scale, long-term, prospective study on the correlation between zinc intake, serum zinc levels, and taste perception function and blood pressure.

• 복식
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• 제62권7호
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• pp.1-12
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• 2012

The purpose of this study was to investigate the relationships between the hairstyle behavior, hairstyle image preference and life satisfaction of women in their 20s, 30s, and 40s, and to examine the differences of the hairstyle behavior, hairstyle image preference, and preferred hairstyle according to demographic variables. The research method was a survey method using a questionnaire. Total of 674 women in their 20s, 30s, and 40s were tested, 309 of whom residing in the Seoul metropolitan area, with the remaining 365 residing in Gangweon-Do. Life satisfaction factors such as socio-economic satisfaction, happiness, and physical satisfaction significantly influenced the women's hairstyle behavior. The women with higher level of physical satisfaction had higher level of conformity, individuality, fashion, and interpersonal orientation of hairstyle. It also showed that the higher the level of socio-economic satisfaction meant greater preference for graceful hairstyle images. As well as the level of happiness correlated with the preference for feminine and sophisticated hairstyle images. The women who preferred long layered wave hairstyles liked feminine, natural, and sophisticated hairstyle images. The women in their late 40s had higher interpersonal orientation of hairstyle than those in their early 20s and 30s. Overall, a natural hairstyle image was favored the most, whereas a unique image was favored the least.

• 한국산학기술학회논문지
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• 제12권7호
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• pp.2996-3005
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• 2011

본 연구는 한라봉의 소비자 선호도 조사를 통하여 객관적인 품질등급 기준을 설정하는데 있다. 지금까지 한라봉의 품질등급은 선과기를 이용한 크기에 따른 상품 구별과, 농 감협과 일부 영농 법인에서 비파괴 선과기를 이용하여 선별되어진 자체적인 브랜드에 준하여 품질등급을 제시하여 왔다. 그 등급 설정은 과학적 객관적이거나, 소비자의 니즈에 의한 것이 아니라 편의에 위한 관행적 등급으로 판단된다. 그 등급 내용을 보면 당도 $13^{\circ}Bx$ 이상, 산1.0% 이하로 일률적으로 적용하여 사용되어지고 있다. 따라서, 본 연구에서는 한라봉의 소비자 선호도 조사를 통한 소비자 만족도에 근거하여 당도 5등급, 산도 7등급으로 총 35개 등급으로 구분하였다. 이를 바탕으로 1등급에서 5등급까지의 5개의 등급을 설정하고 상품(1~3등급)과 비상품(4~5등급)으로 구분하였다.

• 한국실내디자인학회논문집
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• 제22권5호
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• pp.60-67
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• 2013

Preference studies regarding the elderly housing have been conducted to find out design features in specific needs of certain elderly groups with their various demographic characteristics. The purpose of this study was to investigate preference for accessible design features for the elderly and find out the differences in preference whether the cost information was given or not. Contrast to the previous studies, we suggested some alternatives to fulfill the accessible goals. Preference for each option was investigated and differences in preference with its cost information was also investigated. The total of 700 questionnaires were collected and analyzed using SPSS 18.0. As a result, to remove the level differences, respondents prefer installation of trench to installation of deck or ramp. When people received the cost information, the proportion of selection for each option has slightly changed. The findings of the study suggest that cost information is an important factor for choosing the option for removal of level difference, installation of sink design and holding bars, and installation of elevator. Regardless of age, the respondents prefer sliding door option (its cost is equal to the other option), one of the door option for bath room. It may be due to the relative small area for its installation. It was found that when people recognized the importance of the accessible design features higher, they are ore likely to pay for the option even though its cost is higher. The higher people evaluate the importance of accessible design features, the more they can pay for the option. In general, for the preference of alternatives, there are significant differences between the elderly and the younger.

• 한국치위생학회지
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• 제10권6호
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• pp.1025-1035
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• 2010

Objectives : The purpose of this study was to identify correlation of personality preference, and achievement goal orientation, academic self-efficacy, test anxiety in selecting college students who majored in dental hygiene. This study also provides a basic data regarding personality for education of dental hygiene students. Methods : 192 students of S college who majored in dental hygiene were asked to answer the MBTI GS form, academic self-efficacy scale, achievement goal orientation scale and test anxiety scale during the month of May, 2009. The total of 160 copies were analyzed. MANOVA, independent-sample t-test were conducted. Results : 1. Looking at distribution of personality preference type of the students, extroversion type (63.1%) was more than introversion type(36.9%), sensing type(87.5%) was more than intuition type(12.5%), thinking type(54.4%) was more than feeling type(45.6%), judging type(59.4%) was more than perceiving type (40.6%) 2. In subscale of achievement goal orientation, performance approach level was higher in extroversion type than in introversion type. Performance avoidance level was lower in extroversion type than in introversion type. However, other preference personality type didn't show any significant difference in subscale of achievement goal orientation. 3. Academic self-efficacy was higher in extroversion type and thinking type than in introversion type and feeling type. There wasn't any significant difference between judging type and perceiving type, sensing type and intuition type. 4. In subscale of academic self-efficacy, confidence was higher in extroversion type than in introversion type. Task difficulty preference and self-regulated efficacy were higher in thinking type than in feeling type. 5. There wasn't any significant difference between personality preference type and test anxiety. Conclusions : Professor should find out difference between students through using information of preference personality and develop a teaching strategy that can encourage strength and make up weakness of each students.

• 대한가정학회지
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• 제37권6호
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• pp.139-153
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• 1999

The study was initiated to research on the school uniform preference, satisfaction according to demographic factors and clothing involvement. Data were administered to 513 adolescence in middle school student living in Sunchon. For analysis of the data, frequencies, percentage, means, standard deviation, ${\chi}^2$-test, one-way anova, and duncan's multiple range test were employed. The results of this study can be summarized as follows. 1) school uniform satisfaction were shown to have the significant differences according to sex, father's occupation and education, income, the type of school. 2) school uniform preference were shown to have the significant differences according to sex, parent's education, father's occupation, income, social stratification, the type of school. 3) clothing involvement were shown to have the significant differences according to mother's education, income, social stratification. 4) school uniform preference were shown to have the significant differences according to level of clothing involvement. The higher was clothing involvement, the higher was preference to 'no static electricity', 'fashionable one' and 'one with fine air permeability and water absorbency' of school uniform.

• 가정과삶의질연구
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• 제9권1호통권17호
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• pp.145-160
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• 1991

The purpose of this study is to suggest some fundamental data for the welfare of consumers by investigation some characteristics of the housewives and their attitudes toward a famous brand. For the purpose of this study, the samples were distributed to houswives who lived in Seoul. The 493 data obtained were analyzed by frequency distribution, percentile, $X^2$-test, t-test, F-test, Pearson's correlation, Duncan's multiple range test and Stepwise multiple regression analysis. The major finding were follows ; The major finding were follows ; 1) In general the score for the brand preference of the housewives was somewhat high. There were significant differences between the brand preference of the housewives and the socio-demographic, reference group variables. 2) There were significant differences between the brand image of housewives and the socio-demographic, reference group variables 3) In general the score for the dissatisfaction of the housewives was somewhat low. There were significant differences between the dissatisfaction the housewives and the socio-demographic variables. 4) The brand preference of the housewives had a positive relationship with the level of their dissatisfaction. 5) The most influential variables for the brand preference of the housewives was in the rank of reference group, income, education level.

• 한국의류학회지
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• 제43권2호
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• pp.297-309
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• 2019

This study investigated EEG signal, subjective fragrance sensation, and the preference of differently colored cotton knit treated with Citrus unshiu oil containing microcapsules as well as examined their relationships for providing regression models on subjective fragrance preference. Color variables combining 2-level hue (Yellow and Green) and 3-level tone (strong, pale, and grayish) were applied by dyeing prior to microcapsule treatment. We invited 28 female college students aged 20's for EEG signal experiments and subjective fragrance sensations with fragrant knit by rubbing. EEG signals at $mid-{\alpha}$, $fast-{\alpha}$, and $low-{\beta}$ showed significant differences depending on color; Green had more relative power values and grayish tone did more at $low-{\beta}$. Even though subjective sensation showed no significant differences depending on color, some of them such as Fresh, Comfort, and Natural showed significant correlations with EEG signal at $low-{\beta}$, which means that the fragrance sensations of Citrus unshiu fragrance are concerned with attention and alertness for Koreans. Fragrance preference was regressed significantly using some EEG signals and subjective sensation. The results could be utilized to value up fragrant textiles by Citrus unshiu oil.