• 한국주거학회논문집
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• 제10권3호
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• pp.221-229
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• 1999

The purpose of this study is to investigate the housing affordability of multi-family dwelling in Seoul and to systemize the housing expenditure patterns and housing affordability according to household and housing characteristics. Housing expenditures are basically composed of the payments of four major items. including utilities. home alteration and interior furnishing. home mortgage debt. and monthly rent. Housing affordability index as operationally defined in this study is Housing Expenditure-to-Income Ratio (HEIR). The ratios were computed for each of the four housing expenditure items. Data for 465 multi-family dwellers were gathered from the structured questionnaire. The results showed the differences between household and housing characteristics on housing expenditure levels and HEIR. In addition. this differences had influence on future housing choice behavior. The analysis on the variables of housing choice behavior showed the result that user cost considering capital gains were less important. comparing those of early 1990's.

• 유통과학연구
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• 제11권5호
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• pp.63-76
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• 2013

Purpose - For the past several decades, behavioral economics or behavioral decision theory has undergone rapid development. This study provides a critical review of the development of behavioral economics with a focus on what are deemed to be core theories in the field. Starting from the utility function proposed by Daniel Bernoulli in the 18th century, the development history of utility functions until the emergence of the prospect theory is thoroughly reviewed. Some of the experimental results violating the traditionally assumed utility function and supporting the prospect theory value function are summarized. The most representative principles of rational choice are transitivity, independence from irrelevant alternatives (IIA), and regularity. The development of behavioral economics has been triggered by finding counter-examples to these principles. Some of the choice behaviors discussed in this study as counter-examples to the traditional theories of rational choice are the St. Petersburg paradox; the Allais paradox; gambling behavior; and the various context effects including the similarity effect, attraction effect, and the compromise effect. The Elimination-by-Aspects (EBA) model, which was proposed as an explanation for the similarity effect, is discussed in detail as well. Based on the literature review and further analysis, this study summarizes the relationship between the context effects, prospect theory, and EBA model. Research design, data, and methodology - This study provides an extensive literature review on several important theories in the field of behavioral decision theory and adds some critical comments to the theories and the relationships among them. This study first reviews the development of utility functions. Daniel Bernoulli introduced the concept of utility function to solve the St. Petersburg paradox. In the mid-20th century, Herbert Simon proposed the "satisficing" heuristic and presented a value function with a shape different from traditional utility functions. This study highlights the strengths and weaknesses of several utility functions proposed until the emergence of the prospect theory value function. Results - This study posits that prospect theory and EBA model are the two most important theories in the field of behavioral decision theory. They can explain various choice behaviors that traditional utility maximization analysis has been unable to. The application of these models to various fields is further increasing nowadays. This study explains how prospect theory and the EBA model can be used to explain the context effects. Conclusions - The traditional economic theory relies on a single variable called "utility" in explaining consumer choice. However, this study argues that, in investigating consumer choice, several other variables should also be considered. These are the similarity among alternatives, an alternative's prototypicality within the category, the dominance relationship between alternatives, and the reference point in evaluating alternatives. Due to the development of behavioral economics, we are now closer to a more complete understanding of consumer choice behavior than in the past when we had only a single tool called utility.

• 복식문화연구
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• 제28권2호
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• pp.229-244
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• 2020

The purpose of this study was to develop a lifestyle scale for one-person hair salon users and to identify differences in store choice factors and hairstyle pursuit behaviors according to lifestyle types. Data was collected by survey, with 225 responses being included in the analysis. Data analysis was performed using cross-analysis, factor analysis, Cronbach's α, cluster analysis, ANOVA and the Duncan-test using SPSS 23.0 analysis software. The results of the study were as follows. First, one-person hair salon users were classified according to the following lifestyle groups: The rational appearance management group, the passive appearance management group, and the discriminative appearance management group. Second, store choice factors according to lifestyle group showed significant group-specific differences in relation to store atmosphere, accessibility, and promotion. Conversely, comfort of space in store and word-of-mouth recommendation message were high for all three groups, indicating that these are important factors in relation to store selection. Third, with regard to hairstyle pursuit behaviors according to lifestyle, the discriminative appearance management group showed the same characteristics as high involvement groups that regard all dimensions of hairstyle pursuit behavior as important. The results of this study can be used to suggest efficient operations for one-person hair salons and to suggest differentiated marketing strategies to increase the demand of one-person hair salon users.

• 서비스연구
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• 제13권2호
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• pp.146-160
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• 2023

코로나 19로 인하여 비대면 서비스가 확산되면서 소비자의 구매행동에는 많은 변화가 일어나고, 여러 새로운 서비스도 주목받고 있다. 이렇게 갑작스레 변화된 환경으로 새로운 서비스를 경험하는 시도가 소비자의 기존 선택 행동의 형태를 변화시킬 수도 있을까? 특히 변화를 두려워하고 기존의 선택 경향을 고수하려는 소비자의 행동까지도 변화시킬 수 있다면 혁신 서비스 개발은 예상보다 더 많은 잠재 소비자를 획득할 수 있게 될 것이다. 이에 본 연구는 팬데믹 이후 나타난 언택트 서비스 중 하나인 무인 결제 서비스를 대상으로 혁신 서비스 이용 시도가 위험회피 성향을 가진 소비자의 기존 선택 행동에 변화, 즉 안전대안보다 위험대안을 선호할 가능성을 높이는지 살펴보고자 하였다. 탐색조사 결과에 따르면, 평소 위험회피 성향이 강할수록 혁신 서비스 사용에 대한 자기효능감은 낮아지는 부(-)의 관계가 나타났다. 이러한 조사 결과를 바탕으로 연구는 실험법을 사용하여 혁신 서비스 이용 여부와 소비자의 조절초점 간 상호작용과 심리적 기제를 함께 살펴보고자 하였다. 분석 결과에 따르면, 예방초점 소비자는 무인 결제 서비스 이용을 시도하는 조건에서 이용하지 않은 조건에 비하여 고위험 금융상품과 비유사 확장 브랜드에 대한 높은 선택가능성을 보였다. 이에 반하여 향상초점 소비자는 무인 결제 서비스 이용 시도 여부에 따른 차별된 선택 가능성을 보이지 않았다. 나아가 예방초점 소비자에게 나타난 이러한 선택 변화는 혁신 서비스에 대한 자기효능감이 심리적 기제로 작동하고 있음이 확인되었다. 본 연구는 새로운 행동을 시도하는데 주저함이 많다고 알려진 위험회피 성향의 소비자의 행동 변화 조건을 밝혀 혁신 서비스의 잠재적 소비자층을 발견하고, 관련 시장의 확장 가능성을 보여주었다는 점에서 실무 및 학문적 시사점을 제안하였다.

• 대한교통학회지
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• 제22권5호
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• pp.111-122
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• 2004

본 연구에서는 운전자들의 경로선택 행태에서 교통정보 수신율이 네트워크 전반에 미치는 영향과 각 경로의 주행조건에 대한 운전자의 학습과정에 대해서 살펴보았으며, 교통상황이 정상성 및 비정상성을 따르는 경우, 공공기관의 유입교통량의 대소에 의해 유도되는 정보의 수신율이 증가함으로써 운전자의 경로선택행동이 네트워크에 미치는 영향을 분석하고 정보의 역효과가 나타남을 밝혔다. 또한, 정보수신율이 최적비율 이하인 경우에는 총통행시간이 정보가 없이 오직 자신의 경험에만 의존하는 경우보다 감소하여 정보제공의 효과가 있었지만, 최적비율 이상으로 유동정보에 따라 경로선택을 하는 운전자가 많아지면 정보의 역효과가 발생함도 증명하였다. 나아가, 교통환경이 정상성을 /따르는 경우에는 모든 운전자의 경로조건에 대한 학습과정과 이 경험을 축적함에 따라 어느 일정한 값으로 수렴해감을 알 수 있었다. 교통환경이 비정상성을 따르는 경우에는 주행조건에 대해 돌발적인 진동과 혼란상태가 발생하고 이 경우에도 무정보 환경보다는 어느정도의 비율로 유도정보가 주어지는 것이 네트워크 전체의 통행시간을 감소시킴으로써 정보의 효과가 있음도 확인하였다. 향후, 다양한 교통류 환경을 적용한 대규모 네트워크를 대상으로 한 운전자의 경로선택과 학습행동에 대한 연구와 정보의 정도에 따른 운전자의 행동을 고려한 정보의 제공방안에 대한 연구도 필요할 것으로 판단된다.

• 산학경영연구
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• 제11권
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• pp.149-171
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• 1998

관광의 영향력을 파급시키는 주체인 관광객이 어떤 요인들로부터 영향을 받아 어떻게 관광 목적지를 선택하게 되는지의 문제는 가장 기본적이면서도 중요한 것이라 하겠다. 이들 관광객의 행동에 영향을 미치는 요인으로는 개인적, 사회 환경적, 판매 촉진적 영향 요인이 있으며, 이 가운데 개인적 영향요인(지자, 학습, 성격, 동기, 태도)에 대하여는 최근 들어 국내에서도 활발히 연구가 이루어지고 있는바, 사회환경적 요인(가족, 사회계층, 준거집단) 가운데 가장 기본적이고 중요한 요인인 "가족"을 중심으로 가족의 동적인 영향력이 가장 잘 설명해 줄 수 있는 하나의 강력한 인구 통계적 집단 변수로서 가족생활주기(Family Life Cycle)에 따른 관광객의 관광지 선택행동을 분석하였다. 본 연구의 목적은 가족생활주기와 국민 국내관광자의 목적지 선택 특성과의 관계를 파악하여 마케팅측면에서 관광시장 세분화 기준으로서의 가족생활주기의 타당성을 검증하고 각 단계별로 유의한 영향변수를 파악하여 최근 관광시장의 양적 대량화 및 질적 다양화라는 이중 구조적 환경에 효과적으로 대응하기 위한 전략 수립에 일조하는데 있다.

• 대한교통학회지
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• 제28권3호
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• pp.99-107
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• 2010

교통수요예측 과정 중 수단선택과정은 적용시 매우 복잡하여, 선택자의 특성을 이해하기도 매우 까다로운 과정이다. 일반적으로 수단 선택시 선택자의 사회경제적인 요소 외에도 심리적인 요인이나 특성들도 중요한 영향을 미치는 것으로 알려져 있다. 따라서, 심리적인 요인이나 특정한 선호도를 선택모형 상에서 적용할 수 있는 방법론에 대한 활발한 연구가 진행되고 있으며, 이러한 연구 중에서 잠재계층분석(Latent Class Analysis)는 이론적으로 매우 가능성이 있는 접근 방법으로 인식되고 있다. 본 연구에서는 심리적인 요인과 특성들이 수단선택에 미치는 영향을 분석하기 위하여 잠재계층분석(latent class cluster analysis)을 실시하여 계층을 분리하였다. 또한, 계층별로 나타나는 수단선택모형과 잠재 계층을 고려하지 않은 수단선택모형을 비교하여 잠재계층의 수단 선택 행태가 각기 다름을 보이고자 한다. 본 연구는 한강 수상교통 도입에 대한 일반 시민의 선호도 조사와 SP자료를 바탕으로 분석되었으며, 잠재계층분석은 잠재 선호를 고려할 수 있는 가능성 높은 접근임을 보였다.

• 한국의류학회지
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• 제23권2호
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• pp.284-295
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• 1999

The purpose of this study was to investigate characteristics on Department stores consumers and to compare consumer characteristics among shopper types and department store types. For this purpose an ethnographic approach which is a kind of qualitative analysis was performed first. And then The data were collected from 600 female consumers over twenties and residing in Pusan Finally 499 data were used for the statistical analysis. 1. The results of clothing shopping orientations study were as follows : As a result of qualitative analysis those who patronize department stores were recreational/convenience shoppers. From quantitative analysis clothing shopping orientations were factor analyzed. which resulted in eight factors ; Recreational Shopping Convenience Shopping. Sensibility Seeking Well-Known Brand Preference Fashion Seeking Economic Shopping Sel-confidence in clothing shopping Convenient store shopping. 2. The results of store choice criteria study were as follows: As a result of concentrative observation eight store choice criteria dimensions were categorized : Service Store Atmosphere Promotion/Facilities Product Convenience Advertisement VMD Traffic/Location Convenience. From quantitative analysis eight store choice criteria factors emerged; Service Store Atmosphere Promotion/Facilities Assortment Shopping Convenience Advertisement VMD Traffic/Location Convenience. 3. According to the factor scores of recreational shopping and Convenience shopping consumers were segmented into four shopper types ; High Shopping-involved Shopper Recreational Shopper Convenience Shopper and Low Shopping-involved Shopper. Department types were divided into a large enterprise department stores and local department stores. Consumer characteristics such as clothing shopping orientations store choice criteria purchase behavior variables and demographic variables were significantly different in shopper types and department store types were significantly different in clothing shopping orientations and tore choice criteria.

• 한국치위생학회지
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• 제10권5호
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• pp.819-829
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• 2010

Objectives : The purpose of this study was to examine factors affecting the effective demand of workers for dental treatment in a bid to provide some information on the improvement of oral health. Methods : The subjects in this study were 255 workers who were engaged in the pharmaceutical industry. A self-administered survey was conducted, and the collected data were analyzed by a spss(statistical package for the social science) win 12.0 program to find out their demographic characteristics, oral health awareness, oral health behavior and factors for the choice of a dental institution. Results : 1. Concerning the level of oral health awareness, 47.0 percent were at a low level(0 to three scores), and 35.2 percent were at an intermediate level(four to six scores). 2. As to oral health behavior involving a daily mean toothbrushing frequency, they brushed their teeth 2.65 times per day on the average. The most widely utilized oral hygiene supply was mouth rinse. Regarding oral health status, 53.7 percent weren't in good dental health, and just 23.0 percent got a dental checkup on a regular basis. 45.8 percent of those who didn't get a dental checkup cited time constraints as the reason. 26.0 percent received oral health education, and 91.4 percent were aware of the necessity of a corporate incremental dental care system. 3. Marital status, age and the reliability of dental institutions made differences to their choice of a dental institution. 4. As for the relationship between oral health awareness and the factors for the choice of a dental institution, oral health awareness had a statistically significant positive correlation to the reliability of dental institutions. Conclusions : The above-mentioned findings suggest that oral health education enables workers to have a correct knowledge on oral health, to change their own oral health behavior and to make the right choice of a dental institution in consideration of their oral characteristics. They should be urged to get a regular dental checkup not to develop chronic oral diseases so that they couldn't have to receive first-aid dental treatment. To promote the oral health of workers, oral health care personnels available should be utilized, and the incremental dental care system should be more vitalized to cut down on their effective demand for dental treatment.

• 한국조경학회지
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• 제24권1호
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• pp.32-41
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• 1996

This study examines the relationships between desired recreation experiences recreational context and environmental attributes that influence the choice of national park in which to recreate. Eight hundred and five visitors in three national park in which to recreate. Eight hundred and five visitors in three national parks were surveyed. Seven recreational experience domains and four homogeneous groups were identified. The contributions of environmental attributes homogeneous groups were identified. The contributions of environmental attributes to the choice of national park were found to differ among four groups, and across recreational context such as past experience, membership, and the length of visit. The implications for national park management were discussed.