• Asia Marketing Journal
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• 제19권3호
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• pp.45-74
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• 2017

The current research proposes to fill a research gap by testing how reward uncertainty, different types of motivation, as well as individual risk-taking attitude affect consumers' promotion participation. Being offered with an uncertain reward, relative to individuals with extrinsic motivation, individuals with intrinsic motivation will have greater intention to participate in marketing promotion. In contrast, being offered with a certain reward, relative to individuals with intrinsic motivation, individuals with extrinsic motivation will have greater intention to participate in marketing promotion. This effect arises only among consumers having a low level of risk-taking attitude. For consumers having a high level of risk-taking attitude, their participation intention shows no significant difference between the two motivation type groups, under both certain and uncertain reward conditions. With an understanding of how consumer's response heterogeneously to promotions involving rewards, marketers can better understand not only how to use this promotional tactic more effectively, but also how to better allocate their budget for promotions.

• 산업경영시스템학회지
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• 제19권38호
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• pp.181-188
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• 1996

In the descriptive studies investigating people's risk taking behavior, the most used experimental technique has been the simple lotteries which consist of only no possible outcomes. However, these simple lotteries cannot always be an appropriate representation of the real world decision-making situations, where three or more possible outcomes are frequently encountered. The purpose of the present study is to investigate people's risk attitude in various multi-branch lottery games.

• 대한산업공학회지
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• 제25권4호
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• pp.437-447
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• 1999

Previous researches on risk attitudes or on the typical utility functions have mostly focused on how the risk attitude of decision maker varies when changes are made in one or two lottery reference points such as consequence domain and magnitude of probability under assumed risk situations represented by simple lotteries. It is, however, very difficult to forecast dominant risk attitudes under risk situations which exhibit a complex combination of many reference points. In this study, twelve risk situations which a decision maker may confront in real decision-making situations were formulated by combining in various ways three reference points, that is, magnitude of probability, consequence domain, and magnitude of gain or loss. Then through a questionnaire dominant risk attitudes under every assumed risk situation were investigated, and the general shape of utility function implied by the experimental results were derived. Results of the present study show that none of the three reference points have dominant effect over the others due to complicated interaction between them, and given the twelve risk situations the observed risk attitude widely varies from strong risk taking to strong risk aversion.

• Journal of Platform Technology
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• 제12권3호
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• pp.41-54
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• 2024

최근에는 다양한 형태의 창업에 대한 지원이 늘어나고 있습니다. 이와 함께 창업에 대한 지원 확대 및 창업 성과 확대를 위해 창업교육에 대한 관심도 증대되고 있다. 따라서 창업교육 및 지원의 대상과 관심은 대학생과 일반 대중을 넘어 고등학생까지 범위를 확대하고 있다. 이에 따라 본 연구의 경우 창업에 대한 의도확대를 증대시키고자 기업가정신의 역량과 창업태도 및 창업의지의 관계에 대해 보다 심층적으로 알아보고자 한다. 분석결과 기업가정신의 역량(창의성, 위험감수성, 혁신성)은 창업태도에 긍정적인 영향을 미쳤으며, 창업태도는 창업의지에 긍정적인 영향을 미쳤다. 창업태도의 기업가정신 역량(창의성, 위험감수성, 혁신성)과 창업의지의 관계에서의 매개효과에 대한 분석결과는 다음과 같다. 창의성과 창업의지의 관계에서 창업태도는 부분매개역할을 하였다. 위험감수성과 창업의지의 관계에서 창업태도는 부분매개역할을 하였다. 혁신성과 창업의지의 관계에서 창업태도는 완전매개역할을 하였다. 연구결론에서는 본 연구 결과의 요약, 기업가 및 창업에 대한 시사점과 더불어 본 연구의 한계 및 향후 연구방향을 제시하였다.

• 한국경영과학회지
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• 제18권3호
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• pp.65-77
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• 1993

It is not to observe that a decision-maker frequently changes his choice strategy in the repetitive gamble choice situation. This change in risk preference attitude, however, is not well explained with the existing gamble choice models, such as Bell's disappointment-elation model which is an interesting extension of the classical MEU model. This paper shows that this change in risk preference attitude should be interpreted as a systematic transition of "d" and "e", the disappointment and elation constants of Bell's model repectively. A laboratory experiment is also performed to identify the factors which greatly affect the decision-makers' risk preference attitude change. The number of consecutive successes/failures and the amount of remaining capital found to be statistically significant factors.significant factors.

• 한국경영과학회:학술대회논문집
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• 대한산업공학회/한국경영과학회 1992년도 춘계공동학술대회 발표논문 및 초록집; 울산대학교, 울산; 01월 02일 May 1992
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• pp.282-292
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• 1992

It is not rare to observe that a decision-maker frequently changes his choice strategy in the repetitive gamble choice situation. This change in risk preference attitude, however, is not well explained with the existing gamble choice models, such as Bell's disappointment-elation model which is an interesting extension of the classical MEU model. The paper shows that this change in risk preference attitude should be interpreted as a systematic transition of "d" and "e", the disappointment and elation constants of Bell's model. A laboratory experiment is also performed to identify the factors which greatly affect the decision-makers' risk preference attitude change. The number of consecutive successes/failures and the amount of remaining capital found to be statistically significant factors.significant factors.

• The Journal of Asian Finance, Economics and Business
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• 제8권12호
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• pp.203-210
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• 2021

This paper explores the direct relationships between perceived support, attitude toward entrepreneurship, institutional environment, entrepreneurship education, risk-taking, and entrepreneurial intention. A survey of 1,000 students in Vietnam was conducted through face-to-face structured interviews. The confirmatory factor analysis and technique of structural equation modeling were used to explore relationships among latent constructs. The results show that entrepreneurship education, attitude, and social norms positively affect entrepreneurial intention. The findings of this study suggest that attitude has the strongest effect on entrepreneurial intention. More specifically, when students have an attitude toward entrepreneurship, they are more likely to start their own businesses. Research also showed that students are more likely to start a business when they find support from those around them and the knowledge and skills from the university. In contrast, the remaining factors, including perceived support, institutional environment, and risk-taking, do not affect entrepreneurial intention. The reasons for this result are that students cannot accurately assess risks due to lack of entrepreneurial knowledge, and start-up policies in Vietnam are currently focusing on financial support, but not on many other aspects, so that it may lead to start-up policies not being appreciated. The results provide implications for policymakers and educators for entrepreneurship development.

• 한국임상약학회지
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• 제23권3호
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• pp.269-277
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• 2013

Objectives: The purpose of this study was to identify the factors which affect risk perception and attitude on government risk management over medications containing asbestos among parents of elementary school students. Methods: This research design was cross-sectional study using self-administered questionnaire. The survey subjects were parents of elementary school students in Seoul, total of 1,051 subjects. The survey period was from June through July of 2011. The collected data were analyzed using the SPSS 20.0. Results: The subjects perceived high risk regarding medications containing asbestos. About 83.6% of the subjects perceived that the result taking of medications containing asbestos was fatal, 82.8% felt that medications containing asbestos was a very serious social problem, 79.5% agreed that medications containing asbestos was a new type of threat. The risk perception for medications containing asbestos was related to political affiliation, attitudes of dealing medicines, main use of media, and personal communication credibility. Those who did not believe that the current government policy was correct and the government was working toward the public's benefit and not its own had the higher level of negative attitudes towards the government's risk management over the case of medications containing asbestos. Conclusion: In implementing government policy, all information should be efficiently and accurately communicated through a transparent implementation process. Also, the government must have plans for countermeasures in case of an emergency and respond efficiently in order to maintain their credibility. Moreover, this highlights the need for health authorities to exert more effort in increasing public education/awareness, especially those concerning drug and dug-taking behavior, in order to harness positive attitude and trust towards the government's policy. For a more effective risk communication, the media, health experts, government representatives, and related industries should work together.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2001년도 추계학술대회 논문집
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• pp.157-160
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• 2001

Firms pursue new business opportunities for growth. Market development strategy is one of the growth strategies, which develops new market segments with current products. However, new market generally has high uncertainty, or high risk. Firms should consider the risk in making and implementing the market development strategy. In this paper, an optimal marketing resource allocation model is developed, taking into account the risk attitude of a firm in market development. Under the assumption of exponential utility function, the global optimal solution is derived, and the implications are provided.

• 디지털융복합연구
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• 제10권5호
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• pp.89-103
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• 2012

본 연구는 컨설턴트의 학습동기 및 의지가 기업가정신과 역량에 미치는 영향 및 기업가 정신의 매개효과에 대하여 분석하였다. 검증결과 학습동기 및 학습의지는 기업가정신의 혁신성과 진취성에 역량의 능력과 지식에 영향이 있었으나 기업가정신의 위험감수성, 컨설턴트 역량의 자세와는 영향이 없거나 미미했다. 기업가정신중 혁신성과 진취성이 컨설턴트의 역량에 긍정적인 영향이 있었으며 위험감수성은 무의미 했다 한편 기업가정신의 매개효과 검증결과 혁신성과 진취성은 학습동기가 능력에 미치는 영향을 완전매개, 지식에 미치는 영향은 부분매개하였으며 학습의지가 컨설턴트의 능력 또는 지식에 미치는 영향에는 혁신성은 부분매개효과가, 진취성은 매개효과가 없었다. 연구결과 학습동기와 의지관리를 통해 기업가정신과 컨설턴트의 역량 함양이 가능하며 특히 컨설턴트 역량 함양을 위해서는 기업가정신의 혁신성 진취성 교육이 중요한 것으로 나타났다.