• Environmental and Resource Economics Review
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• v.14 no.1
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• pp.75-100
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• 2005

This study attempts to empirically investigate the respondents' preference uncertainty involved in stating their willingness to pay (WTP). In the contingent valuation (CV) survey, we employed two approaches using two split samples. The respondents of one sample were given the opportunity to express intensity of preference through polychotomous choice (PC) WTP question. Those of the other sample were given a follow-up question of confidence measure (0~100%). By incorporating the two elicited degrees of preference uncertainty into examining the WTP responses, we take a comparison of the two approaches in terms of the goodness-of-fit of the examination and the efficiency of the mean WTP estimates. In comparing the DC model with the PC models, the DC model provides more efficient estimates. Moreover, the conventional DC model give some gains in terms of the goodness-of-fit and efficiency in comparing with the PC model most similar to this model. In this specific study, incorporating the preference uncertainty in DC model results greater estimates than conventional DC model without loss of goodness-of-fit and efficiency. This implies that the consideration of preference uncertainty on DC model could correct underestimating. We conclude that DC model provides a better estimate of WTP and preference uncertainty could be a critical information on the DC-CV estimation.

• Fashion & Textile Research Journal
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• v.15 no.5
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• pp.763-776
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• 2013

This study investigated the uncertainty, regret experience, and negative behavior intention of fashion consumers according to the types of internet shopping malls. The data was obtained from internet fashion consumers, and 394 responses were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, t-test, ANOVA, and regression analysis. As results, the uncertainty of internet fashion consumers was composed of two factors; information uncertainty and preference uncertainty. The regret experience was composed of function or service regret, suitability regret, and product regret. Also, the negative behavior intention was composed of purchase switching intention and purchase deferral intention. The information uncertainty of fashion consumers positively affected the negative behavior intention in all types of internet shopping malls (e.g., open market, integrated shopping mall, and fashion specialized shopping mall). In open market, the preference uncertainty negatively affected the purchase switching intention; however, the preference uncertainty positively affected the purchase deferral intention. In open market and fashion specialized shopping mall, the product regret of internet fashion consumers positively affected the negative behavior intention. In addition, there were partially significant differences in the factors of uncertainty, regret experience, and negative behavior intention by gender and marital status of demographic characteristics. The results of this study will provide useful information to the marketing strategies considering fashion consumer's negative emotion and behaviors according to the types of internet shopping malls.

• Journal of Environmental Policy
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• v.8 no.3
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• pp.163-180
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• 2009

This study attempts to investigate the preference uncertainty of respondents involved in stating their Willingness to Pay (WTP). For the Contingent Valuation Method (CVM) survey, we employed two approaches using two split samples. The respondents of one sample were given the opportunity to express intensity of preference through Multi-bounded Discrete Choice (MBDC) WTP questions, while those in the other sample were given Dichotomous Choice (DC) WTP questions. By incorporating the two elicited degrees of preference uncertainty into examining the WTP responses, we compared the two approaches. In comparing the DC model with the MBDC model, the mean WTP for the DC model was similar to PRYES in the MBDC Model. We concluded that the MBDC model estimates the various mean WTP while considering the preference uncertainty.

• Journal of Agricultural Extension & Community Development
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• v.16 no.3
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• pp.643-668
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• 2009

The purpose of this study is to estimate the value of the sociocultural multifunctionality of rural areas in Korea. The sociocultural multifunctionality of rural areas consists of emotional comfort, green landscape, cultural heritage, and rural viability values. The value of the sociocultural multifunctionality was assessed by contingent valuation method incoporating preference uncertainty. The log-logit models indicated that households were willing to pay 14,027~26,757 won per month and the model with preference uncertainty gave the highest WTP. WTP was affected by respondent's sex, location, awareness of relation with multifunctionality and others. The total value of sociocultural multifunctionality of rural areas in Korea estimated to 2,691~5,134 billion won per year.

• Journal of Korean Society for Quality Management
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• v.33 no.1
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• pp.64-72
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• 2005

The ever increasing demand for enhanced competitiveness of engineered products requires "designing-in-quality" strategies that can effectively and efficiently incorporate concepts of uncertainty and quality into design. Multi-attribute utility function is commonly used to represent the decision-maker's preference on multiple design attributes under conditions of uncertainty and risk. One of the major issues in implementing this approach concerns the generation of appropriate utility function, especially in a complex engineering design environment. Typically, the decision maker's preference is revealed through lottery questions rather than being structured on the deductive reasoning to reflect the nonlinear tradeoffs among the attributes. The use of such intuitive procedures can lead to inexact preference information that may result in inaccuracy and rank reversal problems. This paper presents an alternative procedure based on the pair-wise comparisons between design alternatives towards a consistent preference presentation in assessing multiplicative utility function. The effectiveness of the overall procedures is tested with the aid of an injection-molding process design for a capacitor can and the results are discussed.

• Proceedings of the Korean Institute of Intelligent Systems Conference
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• 2006.05a
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• pp.94-95
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• 2006

A great deal of research has been made to model the vagueness and uncertainty in information retrieval. One such research is fuzzy ranking models, which have been showing their superior performance in handling the uncertainty involved in the retrieval process. In this study we develop a new fuzzy ranking model based on the user preference. Through the experiments on the TREC-2 collection of Wall Street Journal documents, we show that the proposed method outperforms the conventional fuzzy ranking models.

• Journal of the Korean Institute of Intelligent Systems
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• v.16 no.3
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• pp.326-331
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• 2006

A great deal of research has been made to model the vagueness and uncertainty in information retrieval. One such research is fuzzy ranking models, which have been showing their superior performance in handling the uncertainty involved in the retrieval process. In this study we develop a new fuzzy ranking model based on the user preference. Through the experiments on the TREC-2 collection of Wall Street Journal documents, we show that the proposed method outperforms the conventional fuzzy ranking models.

• The Research Journal of the Costume Culture
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• v.26 no.1
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• pp.1-18
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• 2018

In this study, the effects of anticipated regret and perceived uncertainty on price sensitivity or purchase hesitation in overseas purchasing are analyzed along with the effects of price sensitivity on purchase hesitation. The survey was conducted among internet fashion consumers with experience in overseas purchasing and 480 responses were used in the data analysis. The results showed the psychosocial anticipated regret positively influenced the price importance, and the service, product and psychosocial anticipated regret positively influenced the price search. The preference and psychology uncertainty positively influenced the price importance, and the information and psychology uncertainty positively influenced the price search. The price importance positively influenced payment stage hesitation and shopping cart abandonment, and the price search positively influenced purchase hesitation in overseas purchasing. The functional, service and psychosocial anticipated regret positively influenced payment stage hesitation, and the service and psychosocial anticipated regret positively influenced shopping cart abandonment and overall purchase hesitation. In addition, the perceived uncertainty positively influenced the payment stage hesitation, and the information and psychology uncertainty positively influenced the shopping cart abandonment and overall purchase hesitation. The results of this study will be helpful for developing the marketing strategy for customer relationship management for overseas internet shopping web-sites.

• Journal of Intelligence and Information Systems
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• v.16 no.4
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• pp.21-41
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• 2010

This paper proposes a system that can serve users with appropriate search results through real time filtering, and implemented adaptive user profiling based personalized information retrieval system(PIRS) using users' implicit feedbacks in order to deal with the problem of existing search systems such as Google or MSN that does not satisfy various user' personal search needs. One of the reasons that existing search systems hard to satisfy various user' personal needs is that it is not easy to recognize users' search intentions because of the uncertainty of search intentions. The uncertainty of search intentions means that users may want to different search results using the same query. For example, when a user inputs "java" query, the user may want to be retrieved "java" results as a computer programming language, a coffee of java, or a island of Indonesia. In other words, this uncertainty is due to ambiguity of search queries. Moreover, if the number of the used words for a query is fewer, this uncertainty will be more increased. Real-time filtering for search results returns only those results that belong to user-selected domain for a given query. Although it looks similar to a general directory search, it is different in that the search is executed for all web documents rather than sites, and each document in the search results is classified into the given domain in real time. By applying information filtering using real time directory classifying technology for search results to personalization, the number of delivering results to users is effectively decreased, and the satisfaction for the results is improved. In this paper, a user preference profile has a hierarchical structure, and consists of domains, used queries, and selected documents. Because the hierarchy structure of user preference profile can apply the context when users perfomed search, the structure is able to deal with the uncertainty of user intentions, when search is carried out, the intention may differ according to the context such as time or place for the same query. Furthermore, this structure is able to more effectively track web documents search behaviors of a user for each domain, and timely recognize the changes of user intentions. An IP address of each device was used to identify each user, and the user preference profile is continuously updated based on the observed user behaviors for search results. Also, we measured user satisfaction for search results by observing the user behaviors for the selected search result. Our proposed system automatically recognizes user preferences by using implicit feedbacks from users such as staying time on the selected search result and the exit condition from the page, and dynamically updates their preferences. Whenever search is performed by a user, our system finds the user preference profile for the given IP address, and if the file is not exist then a new user preference profile is created in the server, otherwise the file is updated with the transmitted information. If the file is not exist in the server, the system provides Google' results to users, and the reflection value is increased/decreased whenever user search. We carried out some experiments to evaluate the performance of adaptive user preference profile technique and real time filtering, and the results are satisfactory. According to our experimental results, participants are satisfied with average 4.7 documents in the top 10 search list by using adaptive user preference profile technique with real time filtering, and this result shows that our method outperforms Google's by 23.2%.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.34 no.2
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• pp.112-120
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• 2011

The early phase of design intrinsically contains multiple sources of uncertainty in describing design, and nevertheless the decision-making process at this phase exerts a critical effect upon drawing a successful design. This paper proposes a set-based design approach for multi-objective design problem under uncertainty. The proposed design approach consists of four design processes including set representation, set propagation, set modification, and set narrowing. This approach enables the flexible and robust design while incorporating designer's preference structure. In contrast to existing optimization techniques, this approach generates a ranged set of design solutions that satisfy changing sets of performance requirements.