• Asia Marketing Journal
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• 제15권3호
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• pp.159-172
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• 2013

In the present study, we apply the multiple cue probability learning (MCPL) paradigm to examine consumer learning from feedback in repeated trials. This paradigm is useful in investigating consumer learning, especially learning the relationships between the overall quality and attributes. With this paradigm, we can analyze what people learn from repeated trials by using the lens model, i.e., whether it is knowledge or consistency. In addition to introducing this paradigm, we aim to demonstrate that knowledge people gain from repeated trials with feedback is robust enough to weaken one of the most often examined contextual effects, the asymmetric dominance effect. The experiment consists of learning session and a choice task and stimuli are sport rafting boats with motor engines. During the learning session, the participants are shown an option with three attributes and are asked to evaluate its overall quality and type in a number between 0 and 100. Then an expert's evaluation, a number between 0 and 100, is provided as feedback. This trial is repeated fifteen times with different sets of attributes, which comprises one learning session. Depending on the conditions, the participants do one (low) or three (high) learning sessions or do not go through any learning session (no learning). After learning session, the participants then are provided with either a core or an extended choice set to make a choice to examine if learning from feedback would weaken the asymmetric dominance effect. The experiment uses a between-subjects experimental design (2 × 3; core set vs. extended set; no vs. low vs. high learning). The results show that the participants evaluate the overall qualities more accurately with learning. They learn the true trade-off rule between attributes (increase in knowledge) and become more consistent in their evaluations. Regarding the choice task, there is a significant decrease in the percentage of choosing the target option in the extended sets with learning, which clearly demonstrates that learning decreases the magnitude of the asymmetric dominance effect. However, these results are significant only when no learning condition is compared either to low or high learning condition. There is no significant result between low and high learning conditions, which may be due to fatigue or reflect the characteristics of learning curve. The present study introduces the MCPL paradigm in examining consumer learning and demonstrates that learning from feedback increases both knowledge and consistency and weakens the asymmetric dominance effect. The latter result may suggest that the previous demonstrations of the asymmetric dominance effect are somewhat exaggerated. In a single choice setting, people do not have enough information or experience about the stimuli, which may lead them to depend mostly on the contextual structure among options. In the future, more realistic stimuli and real experts' judgments can be used to increase the external validity of study results. In addition, consumers often learn through repeated choices in real consumer settings. Therefore, what consumers learn from feedback in repeated choices would be an interesting topic to investigate.

• 한국의류산업학회지
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• 제11권3호
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• pp.417-426
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• 2009

This study is to examine the structural relationships among store choice attributes, consumption emotion, relationship quality, and loyalty of Outlet. The data were collected from customers who have purchased clothing at the fashion outlet stores, For data analysis and structural equation model were analyzed by using LISREL. The subjects were male/female consumer experienced in purchasing clothes at fashion outlet stores. The results of this study are as follows: First, product, advertising, and instore atmostphere had significantly positive effect on consumption emotion. Second, consumption emotion had significantly positive effect on relationship quality(consumer's satisfaction and trust) and loyalty. Third, relationship quality(consumer's satisfaction and trust) had significantly positive effect on loyalty.

• 대한교통학회지
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• 제7권1호
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• pp.19-34
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• 1989

In general, Shopping centers are located in the center of transportation, which induce more traffic concentration than other facilities. As a result, it becomes to one of the aggravating factors of urban ＆ transportation problem such as traffic conjestion, parking problems. Thus, in planning shopping-center, it is desirable that consumer\`s trip pattern is should lie more carefully analyzed in order to alleviate the above problems. This study is aimed at finding the characteristics of shopping tripes and analyzing the choice behavior of shopping center and mode-to-shop. This study has developed a nested logit model in which consumers choose shopping center and mode-to-shop with a sequential structure. The model was estimated using household data from the 1989 May, Seoul metropolitan area and the 18 alternatives of shopping center and 5 mode alternatives. The estimated model have been evaluated and it may be concluded that this model for shopping trips is effective and fesible. The conclusion of this study are as fellows. 1. Out-of-vehicle travel time is more important factor affecting behavior of mode choice than in-vehicle travel time. 2. All of direct-elasticities for mode with respect to the travel time is more elastic than travel cost. 3. Accessibility to shop is more important factor affecting the choice of shopping center than parking space. 4. The value of out-of-vehicle travel time exceeds the value of in-vesicle travel time by 1.64 times.

• 한국통신학회논문지
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• 제31권10B호
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• pp.900-908
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• 2006

본 논문에서는 이동성을 보장하면서 다양한 멀티미디어 서비스 및 컨텐츠를 지원하는 서비스들이 거의 동시에 상용화되는 상황에서 향후 이들 서비스의 시장경쟁구도가 어떻게 형성될 것인지에 대해 예측해 보고자 한다. 미래 시장경쟁구도 예측을 위해서 과거 정보통신사업에서 시장자료에 근거하여 판단하는 방법을 지양하고, 소비자 선호에 근거하는 선택확률모형을 적용하는 접근법을 시도함으로써 유사 서비스들의 경쟁양상을 보다 정확하게 분석할 수 있는 계기를 마련하였다. 분석결과, 서비스들간의 대체효과, 유인효과, 외부영향 요인에 따른 변화 양상 등을 예상할 수 있었고, 이들을 근거로 하여 기업전략 방향이나 정부정책 수립에 대해 전반적으로 나아갈 방향을 제시하였다.

• 가정과삶의질연구
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• 제27권5호
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• pp.25-42
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• 2009

This study examines the actual state of using digital convergence products by consumers, and analyzes the expectation that consumers have regarding digital convergence products and the actual satisfaction of the digital convergence products. In addition, it analyzes factors affecting the satisfaction with digital convergence products. First, mobile phones, which 99.4% of those surveyed had, cameras, which 90.6% had, and mp3s, which 71.8% had, were found to be necessities. Second, the ratio of owning digital convergence products was 79.5%, 48.1%, and 52.4%, respectively. In the case of a mobile phones, a digital convergence type is already common. Third, regarding the reason for purchasing digital convergence products, they chose convergence products because there was no product with a simple function that they wanted to have: 38.2% in terms of a mobile phone, 47.2% for a camera, and 28.2% for an mp3. This shows that a consumer's choice was infringed in a great deal at the back of remarkable quantitative growth in digital convergence products. Fourth, the analysis of the factor regarding the consumer's expectation on digital convergence products showed 3 kinds of factors, i.e., expectation of benefit, expectation of risk, and expectation of situation. Fifth, as a result of analyzing the structural model regarding the effect on satisfaction by a consumer's expectation and the outcome on digital convergence products, all the expectations and outcomes of benefit, risk, and situation did not have a direct effect on satisfaction. Only an indirect effect through inconsistency showed a statistical significance.

• Ocean and Polar Research
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• 제33권2호
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• pp.149-157
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• 2011

As tourist are becoming increasingly environmentally conscious, government and related companies need to establish policies or strategies that encourage ecotourism. The aim of this study is to analyze individual preferences and estimate shadow prices, namely, willingness to pay for coastal wetland ecotourism. This study applies a contingent choice method to measuring marginal WTP for each attribute (tour duration, number of visitors, guide, program) of coastal wetland ecotourism. The finding herein contribute to complementing the valuation methods by estimating various attributes of coastal wetland ecotourism and providing policy-makers with useful methodological framework and quantitative information in the decision-making process related to ecotourism.

• 농촌계획
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• 제20권4호
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• pp.243-252
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• 2014

This study strengthens importance of farm land has possessed rurality. Thus the amenities of farm village were offered to the symbolical attributes of rurality and it was extracted four amenities attributes for valuing the amenities. Possessing the importance of rurality for agricultural and rural development and rural tourism evaluated each attribute by Choice Experiment(CE) for sustainable development make full use of rurality. Applying for Conditional-Logit model estimated the value of attributes then consumer's benefit feeling form each attributes was offered to the value of a unit change. Through this study, I wish to apply for the direction of rural development as important material and the compensation in the operation of agricultural output offering social benefit as political reference materials.

• 한국유기농업학회지
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• 제22권1호
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• pp.67-80
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• 2014

The objective of the study is to investigate factors affecting consumers' purchase intention toward imported organic agricultural products. To accomplish the goal of the study a consumer survey was administered for randomly selected households residing in capital area. Results show that the more consumers trust a safety of domestic products and a certification system, the less they purchase the imported products. In addition, it is demonstrated that educated consumers are relatively less reluctant to imported organic agricultural products. Finally, an improvement of domestic certification system, decrease of price of environmentally friendly agricultural products, and aggressive promotion are required to enhance the competitiveness of the domestic environmentally friendly agricultural products.

• 디지털융복합연구
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• 제18권6호
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• pp.255-269
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• 2020

본 연구는 멀티채널 환경에서 소비자들이 스마트폰 구매채널 선택에 영향을 미치는 요인에 대해서 분석하고자 한다. 최근 들어 스마트폰 구매 채널이 더욱 복잡하고 다양해지고 있다. 또한, 스마트폰은 교체주기가 짧고 최신 기술이 적용되기 때문에, 소비자 채널선택 요인은 매우 중요한 연구의 주제이다. 본 연구의 결과를 요약하면 첫째, 쇼핑성향을 기준으로 적극적 쇼핑, 편의성추구, 가격과 합리성추구 소비자집단이 유형화 되었다. 둘째 쇼핑성향에 따른 특징이 정보탐색과 구매채널 선택에 영향을 미치는 것으로 분석되었다. 셋째, 3개의 집단 별 정보 탐색 채널과 구매 채널에 대해서 유의미한 차이가 나타났다. 넷째 채널 경험에서는 가격만족도에서 집단 별로 유의한 차이가 나타났다. 이러한 연구의 결과가 스마트폰 소비자 집단 별 맞춤형 멀티채널 전략 수립에 있어 실무적인 시사점을 제공해 줄 것으로 기대한다. 또한 본 연구를 통해 스마트폰 구매채널 연구에 바람직한 연구의 모형을 제시했다는 데 그 공헌점이 있다.

• 디지털융복합연구
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• 제19권6호
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• pp.143-162
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• 2021

국내 순수전기차 시장은 초기 시장형성 단계이므로 보급확대를 위해서는 고객의 순수전기차에 대한 인식과 구매 의사에 관한 연구가 필요하다. 본 논문은 고객세분화를 위한 이론적 프레임을 전기차 사용 경험 전후에 고객의 전기차 구매 의사를 기반으로 도출하였다. 특히 순수전기차 사용 경험이 있는 서울 및 제주지역 응답자만을 대상으로 한 설문조사를 통해 고객의 구매 의사와 우려 요인들을 실증분석하였다. 로지스틱 회귀모델의 분석 결과, 경험 고객이 차내 냉난방기기에 대한 우려가 클수록 고객의 구매 의사는 감소하고, 고객의 전기차의 일일 주행거리가 길수록 구매 의사는 증가한다. 또한 순차형 프로빗 모델의 분석 결과, 경험 고객의 전기차의 주행거리, 사고 시 A/S, 경사로 주행에 대한 우려가 클수록 고객이 냉난방기기에 대해 우려가 증가했다. 본 논문은 정책입안자 및 기업에게 전기차 관련 고객세분화, 연구개발, 마케팅 전략, 지원정책 수립과 관련하여 시사점을 제공할 수 있다.