• Journal of the Korean housing association
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• v.10 no.3
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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.

• Journal of Distribution Science
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• v.11 no.5
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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.

• The Research Journal of the Costume Culture
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• v.28 no.2
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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.

• Journal of Service Research and Studies
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• v.13 no.2
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• pp.146-160
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• 2023

The spread of non-face-to-face services due to the COVID-19 pandemic has brought many changes in consumers' purchasing behavior and attracted much attention to new services. Could trying new services caused by this sudden environmental change alter consumers's choice patterns? This study proposes the research question of whether these new service experiences can change consumers' existing choice behavior, especially for risk-averse consumers who maintain their existing choice behavior or prefer safe alternatives. In this study, we examined whether trying out an unmanned payment services, one of innovative services that emerged after the pandemic crisis, can change the existing choice behavior of risk-averse consumers, i.e., make them more likely to prefer risky alternatives to safe alternatives. To accomplish these research goals, this research conducted one pilot survey and one study. The results of pilot survey showed that the stronger the prevention-focus tendency, the lower the self-efficacy to use the innovative service, with a negative relationship between them. Based on these findings, the study used an experimental method to examine the interaction effects between the use of innovation services and consumers' regulatory focus in a choice behavior and to explore the psychological mechanisms behind them. According to the results, it is found that prevention-focused consumers were more likely to choose risky alternatives and dissimilar extended brands following a trial of an unmanned payment service compared to not using that service. In contrast, promotion-focused consumers did not show different choice patterns regardless of following a trial of an innovative service. Furthermore, these results for prevention-focused consumers confirm the role of self-efficacy as a psychological mechanism. These findings shed light on the role of self-efficacy which has discussed in positive psychology into marketing area. Moreover, practical and academic implications are suggested by the finding that behavioral change occurs in risk-averse consumers, who are known to be hesitant to try new behaviors, indicating market expansion related to potential consumers for the use of the innovation services.

• Journal of Korean Society of Transportation
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• v.28 no.3
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• pp.99-107
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• 2010

Analyzing mode choice among transportation demand estimate procedures is complicated and understanding characteristics of travelers is also difficult. Generally, it is well known that traveler choose mode considering psychometric factors and characteristic besides socio-demographic indicators. Accordingly, many researches has investigated on methodology that can be applied in mode choice to reflect psychometric factor or specific preference. Latent Class Analysis among various studies is recognized as the theoretically potential approach. This study focuses on class segmented using latent class cluster to analyze impact that included psychometric factors and characteristics on mode choice. It also provides evidence that mode choice model for each class and mode choice model not considering latent class are different. This study based on citizen's stated preference and revealed preference on a new transit on the Han river shows that latent class cluster analysis is the potential approach considering latent preference.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.2
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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.

• Journal of Korean Society of Transportation
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• v.22 no.5
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• pp.111-122
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• 2004

The driver's decision making (e.g. route choice) is a typical decision making with an uncertainty. In this paper, we investigate the effect of route guidance information on driver's route choice and learning behavior and analyse the potential of information system in a road network in which traffic flows follow random walk. A Simulation performed focuses on the relationship among the network wide performance, message receiving rates and driver's learning mechanism. We know that at high levels of message receiving rates, the network-wide performance may get worse. However, at low levels of receiving rates, we found that the travel time when guidance information is provided decrease compared to the cases when no pubic information is provided. Also, we found that the learning parameter of the learning mechanism model always changes under nonstationary traffic condition. In addition, learning process of drivers does not converge on any specific value. More investigation is needed to enlarge the scope of the study and to explore more deeply driver's behavior.

• Korean Business Review
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• v.11
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• pp.149-171
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• 1998

The most important thing in the Tourist Market Segmentation is to find descriptive variables which can describe the changes of tourist demand properly. There are many descriptive variables. Among them, vital statistical variables were proved to be effective. The strongest variable but which was studied much less is the Family Life Cycle. This study will focus on the relation between Family Life Cycle and Travel Behavior of Destination Choice. In this study, I will verify the validity of Family Life Cycle as a descriptive variable of Tourist Market Segmentation, and try to find the meaningful variable at each steps. Therefore, The purpose of this study is to explain the relation between Family Life Cycle and Travel Behavior of Destination Choice, to verify the validity of Family Life Cycle as descriptive variable and to find the strategy to respond to the increase in quantity and diversity of quality of Tourist Market. The studies on the Family Life Cycle should be updated continuously according to the change of family structure and it should be understood as standard for Tourist Market Segmentation in the public and private sphere.

• Journal of Korean society of Dental Hygiene
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• v.10 no.5
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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.

• Journal of the Korean Institute of Landscape Architecture
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• v.24 no.1
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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.