• 한국통신학회논문지
• /
• 제36권10B호
• /
• pp.1192-1199
• /
• 2011

본 논문의 목적은 기본료와 통화료로 구성되어 있는 이동통신서비스의 이부요금제 (two-part tarriff) 방식에서 대표적인 인식편향(Cognitive Bias) 중 하나인 매몰비용오류(sunk cost fallacy) 행위의 발생 여부를 실증적으로 분석하고, 매몰비용오류 발생 최소화를 위한 바람직한 요금제 개선방안을 제시하는 것이다. 분석결과 이용자들은 매몰비용오류에 의해 기본료를 높게 지불할수록 자신의 최적소비량보다 많은 통화량을 발생시킴으로써 보다 많은 통신비를 지출한다. 따라서 기본료 인하는 매몰비용오류 효과를 감소시킴으로써 소비자들로 하여금 자신의 효용함수에 따라 최적 소비량에 근접한 통화량을 발생시키도록 유도할 수 있다.

• Journal of Information Technology Applications and Management
• /
• 제11권2호
• /
• pp.1-14
• /
• 2004

The level of sunk cost and risk-taking theory have been offered as one explanation for the escalation of commitment behavior. This Study attempted to replicate Keil's study in Korea. Keil examined the level of sunk cost associated with the risk propensity and risk perception of decision-makers, and these factors are assessed for cross-cultural robustness using matching laboratory experiments carried out in three countries. The level of sunk cost and the risk perception of decision-makers contributed significantly to their continuous willingness to their project. Moreover, the risk propensity of decision-makers was inversely related to risk perception, and this inverse relationship was significantly more weak in Korea than in Singapore. These results show that the sunk-cost effect exists across cultures, and that the risk-taking behaviors are partially mediated by cultural factors.

• 한국항해항만학회지
• /
• 제44권4호
• /
• pp.326-337
• /
• 2020

선박금융 의사결정에서 해운기업들은 비합리적인 의사결정을 선택하는 경우가 있으며, 이러한 결과는 해운기업들에 막대한 손실을 유발시킨다. 이러한 선박금융 의사결정 선택에 대한 분석을 본 연구는 행동재무학 이론 중 엥카링 효과와 매몰 비용 효과 이론으로 접근 하였으며, 설문지법과 사례 분석 방법론으로 논문을 작성하였다. 분석 결과, 행동재무학 이론인 엥카링 효과와 매몰 비용 효과가 선박금융 의사결정에 영향을 미친다는 사실과 이러한 영향으로 의사결정자가 비합리적인 의사결정을 선택하게 될 수 있다는 사실을 발견했다.

• 한국경영과학회지
• /
• 제38권1호
• /
• pp.103-121
• /
• 2013

Since American Airlines's mileage program emerged in market, loyalty programs have gained popularity. Many companies have generated many kinds of reward cards in order to induce precious consumers. As a result, reward cards are very important in consumer goods market and become diversified. In spite of its importance, little is known about how these cards influence consumer's perception. The prior research has not focused on reward card types and psychological variables. Accordingly this research intends to investigate psychological variables such as transaction coupling and sunk cost perception. According to the theory of regulatory focus, promotion focus consumers would point to gain-nongain frame work, but prevention focus consumers would point to loss-nonloss frame work. The paper proved the effect of reward card types and regulatory focus on transaction coupling and sunk cost perception. Based on the results from 2(type of card : visible vs invisible) ${\times}$ 2(regulatory focus: promotion vs prevention) between-subjects factorial design experiments, we found that consumer's transaction coupling and sunk cost perception of visible reward card are better recognized than invisible reward card. In addition, the results show that there is a significant interaction effect between the type of reward card and regulatory focus. Specifically promotion focused consumers tend to reveal better perception than prevention focused consumers in use of invisible cards. However, prevention focused consumers tend to show better perception than promotion focused consumers in use of visible cards. These findings will contribute to significant academic development and practically useful help to marketing managers.

• Asia pacific journal of information systems
• /
• 제28권1호
• /
• pp.19-35
• /
• 2018

This study uses the concepts of mental accounting and coupling in consumption to demonstrate a systematic relationship between behavioral costs, sunk costs, coupling, and user intention to discontinue social network services (SNS) use. An analysis of 213 SNS users found that coupling and sunk costs are two major factors that influence an individual's intention to discontinue SNS use. An interesting finding of this study is that the perception of coupling is created by behavioral costs in the context of an SNS. This finding implies that the source of cost perception when perceiving coupling may differ depending on whether the product or service is traditional or web-based. These results contribute to an expansion of the theoretical discussion of individual-level discontinuance intention after adopting SNS by conceptualizing the perception of coupling.

• Asia pacific journal of information systems
• /
• 제26권2호
• /
• pp.268-289
• /
• 2016

While most of studies have paid attention to the initial adoption of a specific application, research on applications has not focused on an individual's update decision process. This study draws upon both dual information processing and status quo bias perspectives as a comprehensive theoretical lens to explain why individuals do not update their applications. This study assumes that individuals' inertia could be the main reason for their reluctance to update the applications. Based on a survey of 186 smartphone users, this study demonstrated that both habit as an affective trigger of system 1 thinking and sunk cost as a cognitive trigger of system 2 thinking promoted the two types of inertia (i.e., affective and cognitive based inertia) in individuals, which have a negative effect on their willingness to update their applications. By grounding the research model in a theoretical view, such as dual information processing and status quo bias, this study provides a unique theoretical lens from which to view individuals' behaviors, thereby gaining a better understanding of their decision not to update to the current version of applications. This study also investigates the moderating effect of the types of applications on the relationships between affective/cognitive-based inertia and willingness to update. Results show that both habit and sunk cost decrease the willingness to update because they increase both affective and cognitive-based inertia. This study also found that the effects of affective/cognitive based inertia differed depending on the type of applications.

• 디지털융복합연구
• /
• 제19권3호
• /
• pp.65-79
• /
• 2021

본 연구에서는 특허의 유지 및 포기에 관한 의사 결정에 있어서 특허권자의 경제적이고 합리적인 의사결정 요소가 아닌 감정적 요소가 의사결정에 어떠한 영향을 미치는지를 파악하고, 이를 기반으로 특허정책의 새로운 기준을 제시하고자 하였다. 이를 위하여, 우선 한국특허의 특허권자별 특허보유기간에 따른 특허포기 유형을 분석하였으며, 설문조사 방법을 사용하여 매몰비용편향, 보유효과와 커플링 관점에서 특허권자에 따른 차이가 있는 지를 검증하였다. 연구결과, 개인과 중소기업이 대기업보다 상대적으로 의사결정에 있어서 매몰비용과 보유효과에 대한 감정적 편향이 크게 나타났으며, 의사결정 경험이 증가함에 따라 매몰비용효과가 감소하였다. 또한, 특허갱신료 지불주기 단축이 특허권의 사용의지의 상승에도 긍정적 영향을 미치는 것으로 파악되었으며, 특히 특허권자가 개인과 중소기업일 때 대기업인 경우보다 그 상승효과가 크게 나타남을 확인할 수 있었다. 본 연구결과는 특허권자의 성향을 기반으로 특허자산의 낭비적 요인을 최소화하는 정책을 수립함에 있어 일조를 할 수 있을 것으로 기대된다.

• 기술혁신학회지
• /
• 제1권2호
• /
• pp.153-164
• /
• 1998

This study attempts to provide policy makers and other interested parties with policy implications throughout an economic analysis of software sector. Chapter 2 is designed to provide an overview of market characteristics in the software sector. Chapter 3 reviews an overview of the evolution stage of the software industry and the effects these trends have on firm strategies. Chapter 4 reviews the relationships between software economic characteristics and intellectual property rights. Some suggestions are offered in the conclusion, with special attention given to an examination of market characteristics, firm strategies, government policies, and some economic factors.

• 수산경영론집
• /
• 제44권1호
• /
• pp.25-37
• /
• 2013

The permit system is the most typical regulation system in Korean fishery. Even now, it has caused resource management failure, it has also invited economic inefficiency and inequity. Accordingly, the Korean government has recently introduced the fishing boats market, it would be improve entry barrier for new capital and labor in fishing industry. This study aims to survey and to analyze the status of coastal fishing boat market using the executive documents on permit system in Gyongnam province. And also, this study put focus on improve fishing permit trade take advantage of the fishing boat trading. The survey results indicated that the number of fishing boats trading is estimated about 5,000 per year, however, fishing boat market is very narrow. An analysis on fishing permit trading showed that policy support is essential to reduce transaction cost. Therefore, it is necessary to explore corresponding policy tasks, this will be reduce transaction costs and sunk cost.

• 대한교통학회지
• /
• 제32권4호
• /
• pp.389-400
• /
• 2014

이 연구는 지하철 정기권의 수단적 이용범위 확대에 관하여 다루고 있다. 연구의 목적은 확률적 통계모형을 이용하여 지하철 정기권을 버스까지 이용할 수 있도록 정기권의 이용범위를 확대했을 때 정기권의 이용확률을 산출하고, 정기권이 가진 특수성인 매몰비용을 이용하여 대중교통 이용자가 승용차로 전환하는 수요를 억제하는 방안을 마련하는데 있다. 이를 위하여 25-35세 사이의 통행자 324명을 대상으로 한 설문조사와 교통 시뮬레이션 프로그램인 STRADA 3.5를 이용하여 Nested Logit Model을 구축하였다. 주요 결과는 다음과 같다. 첫째, 정기권이 활성화 되어 있는 도시에서는 다양한 형태의 정기권을 발행하고 있었다. 둘째, 정기권의 할인율, 이용범위, 결제수단, 이용기간 네가지 요인을 통하여 모형을 구축한 결과, 네 가지 요인 모두 통계적으로 유의한 것으로 나타났다. 셋째, 모형분석 결과 현재 지하철 정기권의 이용범위를 확대하였을 때 정기권 이용율이 상당히 증가하는 것으로 나타났다.