• 디자인학연구
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• 제3권1호
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• pp.17-33
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• 1990

Evaluation plays an essential role in design activity. Many theorist have agreed that designing involves problem solving or decision making. In evaluation, designers attempt to determine the value of a particular proposal arrived at by synthesis. And the results of designing, the product, is evaluated twice, objectively and subjectively.Alternatives in $$\mu$ti-objective decision problems generally possess numerous attributes by which they can be described and compared. The evaluation factors include all attributes that have levels specified by quantitative and qualitative objectives. However since qualitiative factors are difficult to quantify as $$\mu$eral estmates, these factors have tended to be ignored without regard for their importance to human content. Therefore we need some study that convert qualitative attributes into quantitative scale values. Following to Thurstone' s Psychological scaling methods (The method of successive intervals), attribute values of TV set are assigned by rating scale methods. The method of successive intervals, like the method of equal-appearing intervals, requires but a single judgement from each subject for each statement to be scaled. It is, therefore, a convinient method to use when the number of to be scaled is large. We make the assumtion that those cu$$\mu$ative proportion distributions are normal for each statement when they are projected on the unknown psychological continuum. In this study, we have determined the scale values of 42 statements of TV set by the method of successive intervals. Then we can apply a test of internal consistency similar to that used with the method of paired comparisons. We have as our absolute average deviation, -1.748/252= -0.0069. We have reason to believe that our scale values are consistent with the empirical data, because these discrepanicies are very small.

• 한국융합학회논문지
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• 제10권11호
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• pp.283-288
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• 2019

본 연구는 제품정보가 넘치는 온라인 쇼핑에서 소비자의 불확실성 회피성향이 구매연기행동에 미치는 영향을 분석하고, 이 과정에서 실용적/쾌락적 소비가치가 조절효과를 갖는지 알아보았다. 20-30대 남녀 205명을 대상으로 고관여 탐색재인 노트북에 대해 6개의 가상브랜드 구매상황 시나리오를 제시하고 구매연기의도를 분석한 결과, 불확실성 회피성향이 높을수록 구매연기의도가 높고, 실용적 소비가치는 이들 간의 관계에서 조절효과를 갖는 것으로 나타났다. 하지만 쾌락적 소비가치는 불확실성 회피성향과 구매연기의도 사이에 조절효과가 없었다. 본 연구의 결과는 온라인 쇼핑과 같이 제품정보가 과부하되는 상황에서 소비자는 불확실성을 느낄수록 구매를 연기하려하므로, 제품에 관한 정보를 무조건 많이 제공할 것이 아니라 불확실성을 감소시킬 수 있는 정보제시 전략이 필요하며, 특히 실용적/쾌락적 소비가치의 차별적 효과를 고려하여 제품관련 정보를 구성해야 함을 시사해 준다.

• 응용통계연구
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• 제17권2호
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• pp.205-218
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• 2004

제품이나 서비스에 대한 소비자의 선호도에 영향을 미치는 주요 속성들의 중요도를 평가하고 각 속성의 수준에 대한 선호도를 측정하며 제품프로파일에 대한 선호도를 예측하기 위하여 컨조인트분석이 사용되는데, 제품 포지셔닝이나 신제품 개발 분야에 이분석이 많이 활용되고 있다. 본 논문에서는 체비쉐프추정에 바탕을 둔 컨조인트분석에 관하여 연구하였는데, 소비자로 하여금 제품프로파일별 선호도를 순위로 응답하게 하는 경우 최소자승추정에 의 한 컨조인트 분석의 효율성이 상대적으로 낮다고 판단되기 때문이다. 따라서 새로운 개념의 휴대전화기에 대한 소비자들의 선호도를 조사하고 체비쉐프추정에 의한 컨조인트분석을 실행하여 신제품 개발에 활용하도록 하였다. 추정 방법 별로 예측타당성을 측정하여 비교하였는데, 체비쉐프추정에 의한 컨조인트분석이 최소자승추정에 의한 컨조인트분석보다 타당성이 높다는 사실을 확인하였다.

• 한국의류학회지
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• 제26권2호
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• pp.205-215
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• 2002

The purpose of this study was to identity the relationship of clothing involvement, consumer characteristics, and clothing buying behavior of college female students in China. A questionnaire was developed to measure clothing involvement, materialism, conspicuous consumption, reference group influence, clothing purchasing modes, fashion information sources. The questionnaire was administered to 390 college female students in Dandong of china. The data were analyzed using percentage, frequency, factor analysis, and t-test. The results of the study were as follows: 1. Subjects were divided into low clothing involved and high clothing involved groups according to the level of clothing involvement. 2. Three dimensions of materialism were derived by factor analysis such as Happiness-pursuing, Life-centered, and Sucess-symbolic. And three dimensions of conspicuous consumption and reference group influence were derived by factor analysis such as luxury oriented, Status symbolic, Brand-name oriented, and Comparative, Informational, Normative exactly. Clothing purchasing motives and fashion information sources were factor analysed as Social and Individual mole, and Printed & Electric-wave media, Marketer managed, Personal exactly. 3. There were significant differences between high involved and low involved consumers in consumer characteristics and clothing purchasing behavior. The high involved consumers showed more importance than low involved consumers about materialism especially in Happiness-pursuing about conspicuous consumption in status symbolic and about influence of reference group in comparative. The high involved consumers put more importance than low involved consumer individual motive as clothing purchasing motive, and marketer managed in clothing fashion information. The high invoked consumers showed more importance than low invoked consumers about evaluating attributes of product, and about store patronage criterion.

• 감성과학
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• 제14권3호
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• pp.361-370
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• 2011

본 연구에서는 구매 의사결정에서 소비자가 심미성과 사용성 중 어느 제품 속성에 우선적인 가치를 부여하고 제품을 선택하는지 알아본다. 최근 독일에서 진행된 연구에 의하면, 사람들은 외관 디자인이 뛰어난 제품을 선호하지만 실제로 제품을 선택할 때는 심미성을 상대적으로 중시하지 않았다(Diefenbach & Hassenzahl, 2009). 개인적 가치를 중시하는 개인주의 문화(예, 독일)에 비하여 집단주의 문화(예, 한국)에서는 타인으로부터 인정받는 것을 매우 중시한다. 한국에서는 사람들이 인지하기 쉬운 제품 속성(심미성)이 그렇지 않은 제품 속성(사용성)보다 우선될 것이다. 독일에서 실시된 연구를 한국에서 동일한 절차로 재연한 결과, 예상한대로 참가자들은 심미성에 우선적인 가치를 두고 제품을 선택하였다. 참가자들은 심미성에 있어서는 가격이 비싸더라도 심미성이 높은 제품을 더 많이 선택한 반면, 사용성에 있어서는 사용성이 높지 않더라도 가격이 싼 제품을 더 많이 선택하였다(연구 1). 심미성과 사용성이 상충하는 경우에는 사용성이 낮더라도 심미성이 높은 제품을 더 많이 선택하였다(연구 2). 개인의 사회인정 욕구를 살펴본 결과, 심미성이 높은 제품을 선택한 참가자는 심미성이 낮은 제품을 선택한 참가자보다 사회인정 욕구가 높았으나 사용성에 있어서는 그러한 차이가 나타나지 않았다.

• 동아시아식생활학회지
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• 제22권2호
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• pp.315-321
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• 2012

In this study, the product attributes that give customers the estimated benefits and products that can predict the customer's choice conjoint analysis techniques to identify the restaurant affinity markets a new dining concept was to develop. Questionnaire for this study of 400 non-response is negative and insincere characters, except for the final analysis, the questionnaire Part 309 was the target. Conjoint model used in this study Pearson's R is 0.928 ($p$<0.000), Kendall's tau is 0.750 ($p$<0.000) with an orthogonal plan was well suited for profiling attributes are extracted 16. Part of the relative importance of the value of the property to determine the result of analyzing the properties that are most important at the level of the respondents of the induct (38.46%), and followed by price (30.52%), Atmosphere (18.28%), and Exclusive space (12.73%) was followed. Portion of the property value for each analysis among industry preference for the Italian food was highest, a nature-friendly interior atmosphere had the highest affinity Average per price at 10,000 won~30,000 won or less than the amount of affinity was higher location of the restaurant alone, showed that space preferred. Through simulation in a virtual seafood restaurant nature-friendly image, average price per person ranging from 10,000 to 30,000won at an exclusive restaurant was most preferred.

• 대한지역사회영양학회지
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• 제28권4호
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• pp.329-339
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• 2023

Objectives: This study aims to explore consumer awareness and usage patterns of local food in Jecheon city during the COVID-19 pandemic, contributing to the establishment of the Jecheon City Food Plan. Methods: Surveys were conducted from July 24 to August 24, 2021, using a combination of web-link and self-administered methods for adults living in Jecheon city (n = 250). Descriptive analysis, t-test, importance and satisfaction analysis (ISA) of local food choice attributes were performed using SPSS Statistics. Results: Participants prioritized freshness when purchasing agricultural products. The freshness of Jecheon local food was the selection attribute with the highest consumer satisfaction and could provide purchase motivation. Approximately 73.6% of respondents understood the concept of local food, and 70% were familiar with Jecheon's local food. Notably, 94.8% expressed an intention to purchase but held negative views on selling local food in other areas. The need to increase the supply of local food to vulnerable populations and public school catering was highly recognized. The ISA identified 'affordable price', 'delivery service', and 'product information' as areas requiring improvement. On the other hand, 'freshness of products', 'quality for the price', and 'support for local farmers and economy' were identified as attributes to be maintained and strengthened. Conclusions: Consumers in Jecheon city recognized local foods as more than just 'consumer goods'. Our findings suggest the need for further research on local food revitalization and more comprehensive local food planning to enhance consumer satisfaction.

• 한국식품영양과학회지
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• 제42권3호
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• pp.478-486
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• 2013

본 연구는 약주에 대한 소비자의 소비실태 및 요구도를 알아보기 위하여 소비자 200명을 대상으로 설문조사를 실시하였으며 154부를 회수하여(회수율 77%) 분석에 이용하였다. 남성과 여성이 각각 67명(43.5%), 87명(56.5%)의 비율이었고, 20대가 74명(48.1%)으로 평균 연령은 31.4세로 나타났다. 월 평균 소득은 100만원대가 47명(30.5%)으로 가장 많았고, 주류비를 포함한 월 평균 외식비는 40만원 미만이 97명(63.0%)으로 가장 많은 비율을 나타내었다. 약주 섭취 빈도는 월 1~2회(60명, 39.0%)이고, 주로 민속주점(81명, 52.6%)과 한식당(36명, 23.4%)에서 섭취하고, 맛(79명, 51.3%)과 주변의 추천(18명, 11.7%) 등의 이유로 섭취하는 것으로 나타났다. 약주의 만족도는 3.46으로 보통 이상의 만족도를 보였으나, 불만족 이유로 숙취(55명, 35.7%), 맛(26명, 16.9%), 가격(16명, 10.4%)이라 하여 소비자 불만족 요인 개선을 통한 만족도 증대가 필요할 것으로 사료된다. 약주에 대한 소비자의 제품 컨셉 요구도 분석 결과, 쌀류(89명, 57.8%)로 만든 과일 향(78명, 48.7%)과 과일 맛(90명, 58.4%)이 나는 약주를 선호하는 것으로 나타났으며, 향후 약주의 소비촉진 방법으로 약주 브랜드 개발 및 관리(92명, 59.7%)가 가장 중요하다고 응답하였다. 약주 1병(300 mL)에 대한 가격민감성 측정 결과 무관심가격(IDP)은 약 2,900원으로 약 32% 수준이며, 최저가격점(OPP)은 2,950원으로 나타나 소비자가 수용하는 약주 1병의 가격대는 1,950원~4,800원인 것으로 형성되었다. 약주 제품 속성에 대한 IPA 결과, 집중적인 관리가 필요한 영역에 국산원료 사용여부, 구매 용이성, 정보 제공, 외관 속성이 위치하여 이에 따른 유통채널 확대, 홍보 등의 전략이 필요할 것이다. 또한 소비자는 약주와 어울리는 음식을 즐기고, 기분전환을 위해, 친목 도모를 위해 약주를 구매하는 것으로 나타났다. 따라서 소비자의 요구도에 알맞은 약주 컨셉 개발과 더불어 소비 실태 및 구매 동기를 파악하여 소비자의 만족도와 소비 증대를 위한 전략 수립이 필요할 것이다.

• 복식문화연구
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• 제20권1호
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• pp.121-127
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• 2012

When people are asked to described certain textiles, they frequently refer to the expressions of its properties such as attractiveness, uniqueness, shininess, robustness, comfortability, and so on. It shows how senses play important role in it. Human employs their senses when interacting with textiles, most notably visual and tactile/ haptic to absorb its expressive properties. Yet, our sensorial experiences may amplify when interacting with those of traditional textiles, such as batik, as we can entice sensations when seeing its motifs and patterns, smelling its materials, and touching its surfaces. The multi-sensorial importance of seeing, smelling, and touching in the interaction with and experience of textiles suggests that one should address senses in a systematic way when evaluating users' perception on traditional textiles. To address this issue, the paper proposes the incorporation of Kansei Engineering (KE) approach for identifying multi-sensorial experiences on the expressive properties of traditional textiles, using batik as a case of study. KE approach address person's psychological understanding when observing things in order to analyze and study the inherent relationship between person's perceptual knowledge and objects evaluated. This paper outlines the use of KE approach in correlating sensorial perceptions when experience with traditional textiles and ultimately expose users' preferences toward them. Background of KE approach on textiles will be explored and its application for the multi-sensorial investigation of traditional textiles will be discussed.

• 웰빙융합연구
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• 제7권2호
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• pp.23-29
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• 2024

Purpose: This study aims to investigate consumer attitudes towards healthy foods, focusing on low-calorie options, and their impact on purchasing behavior. Methods: The study utilizes structural equation modeling, which incorporates statistical tools such as SPSS and AMOS for thorough analysis. This involves collecting data over a period of time and then inferring patterns and relationships through correlation and trend analysis. Results: The study found that attributes such as quality, price, functional value, and emotional value have a significant impact on customer satisfaction and repurchase intentions, but not on nutrition and brand. The study provides a comprehensive understanding of the factors that influence consumer attitudes and purchase behavior toward healthy indulgences in the context of low-calorie foods, and has important implications for both academic research and practical marketing strategies. Conclusions and Implications: This study provides new insights into consumer behavior theory by validating the impact of the perceived value of low-calorie products on attitudes and purchase behavior, which is of great academic value. It is also expected to provide useful information for the formulation of effective marketing strategies for low-calorie products and the development of products that meet consumer needs.