• The Journal of Society for e-Business Studies
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• v.12 no.4
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• pp.85-98
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• 2007

This study uses conjoint analysis technique to calculate relative importance of each attribute of a specific online content: video-on-demand (VoD) services of TV soap operas. A series of interviews were conducted to identify and derive critical attributes for VoD services. Conjoint instrument was constructed using attributes identified and administered among actual viewers. Price, genre, additional service, and actors were found to be the most highly valued attributes of the VoD services. While price was the most valued attribute for female viewers, it was genre for male viewers. The result suggests that these attribute differentiation would lead to more profitable pricing scheme, and development of additional services may be critical for online content business' success.

• Asian Pacific Journal of Cancer Prevention
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• v.14 no.10
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• pp.6041-6048
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• 2013

Background: Japanese women in their 40s or older have been encouraged to attend breast cancer screening. However, the breast cancer screening rate in Japan is not as high as in Europe and the United States. The aim of this study was to identify psychological and personal characteristics of women concerning their participation in breast cancer screening using the Health Belief Model (HBM). In addition, the attributes of screening more easily accepted by participants were analyzed by conjoint analysis. Materials and Methods: In this cross sectional study of 3,200 age 20-69 women, data were collected by an anonymous questionnaire. Questions were based on HBM and personal characteristics, and included attitudes on hypothetical screening attributes. Data of women aged 40-69 were analyzed by logistic regression and conjoint analysis to clarify the factors affecting their participation in breast cancer screening. Results: Among responses collected from 1,280 women of age 20-69, the replies of 993 women of age 40-69 were used in the analysis. Regarding the psychological characteristics based on HBM, the odds ratios were significantly higher in "importance of cancer screening" (95%CI: 1.21-2.47) and "benefits of cancer screening" (95%CI: 1.09-2.49), whereas the odds ratio was significantly lower in "barriers to participation before cancer screening" (95%CI: 0.27-0.51). Conjoint analysis revealed that the respondents, overall, preferred screening to be low cost and by female staff members. Furthermore, it was also clarified that attributes of screening dominant in decision-making were influenced by the employment status and the type of medical insurance of the women. Conclusions: In order to increase participation in breast cancer screening, it is necessary to disseminate accurate knowledge on cancer screening and to reduce barriers to participation. In addition, the attributes of screening more easily accepted were inexpensive, provided by female staff, executed in a hospital and finished in a short time.

• Journal of the Korean Society of Food Culture
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• v.22 no.5
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• pp.621-632
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• 2007

The purposes of this study were as follows. First is to compare the importance of operational factors to determine types of school breakfast program, and second is to do the preference analysis of operation-related people depending on the attributes and levels of the operation of school breakfast program. The questionnaires developed for this study were distributed to 134 school dietitians, 114 school foodservice officials at the educational board, 68 staff members of foodservice contractors and 493 parents. Statistical data analyses were performed using SPSS/WIN 12.0 for descriptive statistics and conjoint analysis. The conjoint design was applied to evaluate the hypothetical foodservice types. According to the analysis on the attributes and levels of the school breakfast operation, the relative importance of each attribute was as followsprice (36.30%), menu (29.60%), foodservice staff (22.54%), serving type (11.55%) to school dietitians, price (34.99%), menu (28.15%), foodservice staff (23.52%), serving type (13.35%) to school foodservice officials at the educational board, menu (30.55%), price (30.24%), foodservice staff (28.75%), serving type (10.47%) to staff members of foodservice contractors and price (36.34%), menu (29.73%), foodservice staff (21.01%), serving type (12.92%) to parents. The results of the conjoint analysis indicated that the school dietitians and school foodservice officials at the educational board preferred the school breakfast operation program with 3 traditional menus and 2 convenience menus per 5 day, $1{\sim}3$ foodservice staff, with a price range of $1501{\sim}2000won$, and tray serving. Staff members of foodservice contractors preferred the school breakfast operation program with 3 traditional menus and 2 convenience menus per 5 day, $1{\sim}3$ foodservice staff, with a price range of $2501{\sim}3000won$, and tray serving. Parents preferred the school breakfast operation with 5 traditional menus per 5 day, $6{\sim}7$ foodservice staff, with a price range of $2501{\sim}3000won$, and tray serving. About a half of school dietitians considered that elementary schools were appropriate for the suggested school breakfast operation program. But, 68.2% of school foodservice officials at the educational board, 69.1% of staff members of foodservice contractors, and 38.1% of parents considered high schools to be the suitable model. Therefore, it indicated the need to recognize the different opinions among breakfast operation-related people and take these factors into consideration in developing the school breakfast program.

• The Journal of Industrial Distribution & Business
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• v.9 no.6
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• pp.57-64
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• 2018

Purpose - With the rapid economic development, great changes have happened in the Chinese beer market. The scale of imported beer is increasing. However, the sales of native Chinese beer decrease in recent years. It is because more Chinese customers prefer beer with unique attributes than those with lower prices. In order to take an advantage in this market, practitioners should develop new products to satisfy Chinese customers. Scholars have also focused on beer characteristics to estimate consumers' behavior for improving the development of beer industry. However, most studies are theoretically centered on marketing strategy management or general understanding of the market. It is not enough for us to explain customers' consumption patterns. Some empirical research did attempt to find out beer attributes that may influence their choice behavior. However, they failed to verify what can increase customers' utility through a new product. More importantly, few evidences can be found in the literature. Therefore this study explores the major characteristics of imported beer which may associate with customers' preferences. Research design, data, and methodology - With the results of literature review and focus group interview, we found out four main imported beer attributes and the levels of each factor. A pre-test is constructed to check the problems in the questionnaire protocol. With the results of pre-test, the revised questionnaire is processed among customers who have purchased and had imported beer in China regions such as Beijing, Shanghai, Jiangsu, Guangdong and so on. The choice-based conjoint analysis is applied to analyze the useful data of 205. Results - Results indicate that choice-based conjoint analysis is the effective method to estimate customers' choice behavior. Results also indicate that country of origin, price, taste, and package affect customers' preference and the importances of imported beer attributes are significantly different. Conclusions - Country of origin, price, taste, and package are important for customers to make an imported beer choice decision. Marketers should consider these determinants and their importance to develop new products. Moreover, choice-based conjoint analysis should be the useful method for practitioners to develop a new product of imported beer for sustainable business in the competitive industry.

• Journal of Korea Game Society
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• v.3 no.1
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• pp.37-48
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• 2003

Although the user needs for computer game have been complicated and fragmented, new game development of Korean computer game developers are carried out from the developer's perspective. In the light of this limitation. This study introduces conjoint that designs an optimal new product for game users. We applied the conjoint analysis to Koran game market and found several important issues regarding Koran game users. Our results show that, regardless of game types, Korean game useis' preference mainly center on "variety of game."

• Journal of the Korean Society of Food Culture
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• v.22 no.6
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• pp.794-800
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• 2007

The purpose of this study was to measure the tourists' preference for alternative restaurants with different combinations of 4 attribute levels: origin description, food type, price and service guarantee. A total of 210 questionnaires were completed from tourists who visited Kwangyang, Suncheon and Yeosu during Jan. 2 - Jan. 15, 2007. Conjoint experiment method was used to develop hypothetical restaurants. Ordinal probit model was used to measure the effects of attribute levels on the tourists' preference. Results of the study demonstrated that the ordinal probit model analysis result for the data indicated excellent model fit. The effects of attribute levels (origin description, traditional food, fusion food, price, service guarantee) on the tourists' preference were statistically significant. As expected, estimates of marginal willingness to pay for origin description(3.063), food type(2.349), and service guarantee(2.356) were statistically significant. Moreover, tourists were more willing to pay for origin description than other attribute levels. Tourists also considered the origin description as the very important attribute. In conclusion, based on conjoint analysis, a model was proposed of marginal willingness to pay of attribute levels. It should be noted that the original model was modified and should, preferably, be validated in future research.

• Korean Journal of Community Nutrition
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• v.7 no.3
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• pp.354-360
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• 2002

The purposes of this study were (1) to understand how customers trade off one attribute against another when they choose a pizza restaurant, (2) to compare the importance of individual attributes with their relative importance and (3) to compare customers'brand choice patterns with the prediction of pizza restaurant operators. Empirical data for this study were collected from the customers (n=307) and operators (n=273) of flour famous pizza franchise restaurants in Korea, Pizza Hut, Mister Pizza, Domino's Pizza and Pizza Mall. The attributes and attribute levels for the hypothetical profiles were decided from the focus group discussion. A total of 16 profiles was selected from fractional factorial designs. The SPSS conjoint procedure was used to calculate utility scores and simulate profiles. The overall group statistics showed the relative importance of all attributes compared with one other. Taste was the most important attribute (32.48%) in choosing a pizza restaurant, followed by service (21.87%) , atmosphere (17.23%), price (15.17%) and speed of delivery (13.26%). There was a difference between the customers'ratings of the importance of the individual attributes and the ranking of the same attributes'relative importance as derived from the conjoint analysis. The operators rated service (26.54%) as also being important, as well as taste (27.76%), in choosing a pizza restaurant. The rankings of relative importance for pizza taste, service and price were statistically different in the customers'and operators'data (p < 0.001, p < 0.1, p < 0.5). Operators who want to differentiate themselves from their competitors should make decisions based on an increased understanding of their customers'brand choice decision process and measure the hidden needs of their customers.

• Journal of Information Technology Services
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• v.10 no.3
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• pp.265-284
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• 2011

The purpose of this study is to analyze the demand for telemedicine and telehealthmanagement services, which are key elements of home based u-health. The conjoint analysis, which is a conventional method for demand analysis for newly introduced products, is employed, utilizing the survey data on 500 seoul citizens. Further, multivariate probit model is used to estimate the demand. The result shows that the demand for telemedicine services is greater than that of telehealthmanagement services. Further, home-based u-health services will play a role as a complementary for face-to-face medical treatments, rather than a substitute. Meanwhile, the demand for home-based u-health services is found to be very sensitive to price.

• Safety and Health at Work
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• v.12 no.3
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• pp.324-338
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• 2021

Background: We hypothesized that the growing demand of Korean workers for work-life balance would change the factors influencing job satisfaction. We sought to verify our hypothesis by conducting a conjoint analysis based on the Korean Working Conditions Survey (KWCS). Methods: We analyzed the raw data of the KWCS, conducted by the Occupational Safety and Health Research Institute from 2006 to 2017. To complete the analysis, we counted on a conjoint model of analysis, typically used in the analysis of customer satisfaction. The dependent variable was the satisfaction of workers with their working conditions, and the independent variables were the job quality indicators identified by Eurofound. Results: The factors that have the greatest impact on working conditions satisfaction are summarized as follows: "physical environment" for the first wave, "adverse social behavior" for the second wave, "occupational status" for the third and fourth waves, and "management quality" for the fifth wave. "Earnings" were not a major factor in determining employee job satisfaction, and the relative importance index is decreasing. Conclusion: According to the results of the analysis of the tendencies of Korean workers, the factors that affect the satisfaction with the working conditions have changed over time. It is crucial to identify factors that affect working conditions to assure the health and productivity of workers. The results of this study demonstrate that policymakers and employers are required to attentively consider human relations and social environment at work to improve working conditions in the future.

• The Korean Journal of Applied Statistics
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• v.27 no.5
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• pp.681-691
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• 2014

Ranking-based conjoint analysis(RBCA) and choice-based conjoint analysis(CBCA) have attracted significant interest in various fields such as marketing research. When conducting research, the researcher has to select one suitable approach in consideration of strengths and weaknesses. This article performs an empirical comparison of the predictability of RBCA and CBCA in order to provide criterion for the selection. A new concept of measurement set is developed by combining the ranking set and choice set. The measurement set enables us to apply two approaches separately on the same consumer group that allows a fair comparison of predictability. RBCA and CBCA are conducted on consumer preferences for RTD-coffee; subsequently, the predicted values of market shares and hit rates are compared. The study result reveals that their predictabilities are not significantly different. Further, the result indicates that RBCA is recommended if the researcher wants to improve data quality by filtering out poor responses or to implement the market segmentation. In contrast, CBCA is recommended if the researcher wants to lessen the burden on the respondents or to measure preferences under similar conditions with the actual marketplace.