• Journal of Digital Convergence
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• v.10 no.8
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• pp.53-61
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• 2012

This study investigates the determinants of continuous user intention of playing on-line games. Based on the data collected through on-line survey, we find that telepresense and commitment influence on the perceived utility of on-line games which, in turn, has effects on continuous user intention of and information sharing among on-line game players. In addition, the findings support the premise that the method of playing game and challenges influence on commitment, whereas rewards for playing game do not. As another determinant of perceived utility of on-line games, telepresense is found to be guided by diplomatic system and storytelling in on-line games.

• Journal of the Korean Home Economics Association
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• v.43 no.10 s.212
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• pp.115-124
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• 2005

The purposes of this study were, 1) to examine the conceptual structure of shopping value and service quality as perceived by women in their 50's and 60's, and 2) to investigate the effects of shopping value and service quality on consumer satisfaction of these women. The results mal provide insights related to the silver market in South Korea. Data were obtained for 286 women in their 50's and 60's living in metropolitan areas in South Korea, and analyzed using factor analysis, Cronbach's alpha, and regression. The results showed that service quality was composed of Facilities Service, Product Service, Salespersons' Service and Policy Service. Shopping values perceived by elderly consumers consisted of two factors: Hedonic Shopping Value, and Utility Shopping Value. Elderly consumers perceived Hedonic Value by Salespersons' Service and Utility Value by Policy Service. Salespersons' Service of a store was the most important variable for elderly consumers' satisfaction. The finding suggest that a store's Salespersons' Service is important in predicting elderlv corlsumers' purchase behavior, and they give insight into the development of strategies to be utilized in promotion planning. Implications and drawn for the information useful to consumer behavior researchers and retailers of the silver market.

• Asia Marketing Journal
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• v.18 no.3
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• pp.47-63
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• 2016

Rational choice theory holds that the alternative with largest expected utility in the choice set should always be chosen. However, it is often observed that an alternative with the largest expected utility is not always chosen while the choice task itself being avoided. Such a choice phenomenon cannot be explained by the traditional expected utility maximization principle. The current study posits shows that such a phenomenon can be attributed to the gap between the expected perceived gain (or loss) and the expected perceived value. This study mathematically analyses the relationship between the expectation of an alternative's gains or losses over the reference point and its expected value, when the perceived gains or losses follow continuous probability distributions. The proposed expected value (EV) function can explain the effects of loss aversion and uncertainty on the evaluation of an alternative based on the prospect theory value function. The proposed function reveals why the expected gain of an alternative should exceed some positive threshold in order for the alternative to be chosen. The model also explains why none of the two equally or similarly attractive options is chosen when they are presented together, but either of them is chosen when presented alone. The EV function and EG-EV curve can extract and visualize the core tenets of the prospect theory more clearly than the value function itself.

• Knowledge Management Research
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• v.25 no.2
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• pp.219-243
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• 2024

This study investigates the impact of privacy concerns, perceived utility, and awareness of the right to personal data self-determination on the effective use and expansion of MyData services, which are critical to the data economy. Integrating the value-based adoption model with privacy calculus theory, the research examines how perceived utility, privacy concerns, trust, and personal innovativeness influence perceived value, perceived privacy, and the intention to provide personal information. Data collected from an online survey of 442 MyData service users and prospective users were analyzed using PLS-SEM and Bootstrapping methods via SmartPLS 4. The results indicate that perceived utility positively affects the intention to provide personal information, while privacy concerns have a negative impact. Trust and personal innovativeness positively influence the intention to adopt MyData services, and the awareness of personal data self-determination rights moderates these intentions. The findings underscore the importance of developing beneficial services that mitigate users' privacy concerns and build trust for the successful implementation of MyData services. Additionally, the study highlights the need for education and awareness campaigns to enhance understanding of the right to personal data self-determination.

• Korean Management Science Review
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• v.28 no.1
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• pp.159-167
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• 2011

The theory of random utility maximization (RUM) defines the probability of an alternative being chosen as the probability of its utility being perceived as higher than those of all the other competing alternatives in the choice set (Marschak 1960). According to this theory, consumers perceive the utility of an alternative not as a constant but as a probability distribution. Over the last two decades, there have been an increasing number of studies on the effect of utility variance on choice probability. The common result of the previous studies is that as the utility variance increases, the effect of the mean value of the utility (the deterministic component of the utility) on choice probability is reduced. This study provides a theoretical investigation on the effect of utility variance on choice probability without any assumptions on the specific forms of probability distributions. This study suggests that without assumptions of the probability distribution functions, firms cannot apply the marketing strategy of maximizing choice probability (or market share), but can only adopt the strategy of maximizing the minimum or maximum value of the expected choice probability. This study applies the Chebyshef inequality and shows how the changes in utility variances affect the maximum of minimum of choice probabilities and provides managerial implications.

• Journal of Information Technology Services
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• v.21 no.2
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• pp.1-26
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• 2022

This study classified five types of online food subscription economy: replenishment, curation, surprise, membership, and visitation. An online survey was conducted with 314 customers who experienced 5 types of online subscription economy. This study selected the characteristics of the food subscription economy as convenience, perceived personalization, economic utility, and timeliness through previous studies. The effect of the four characteristics on perceived value (utilitarian and emotional) and the relationship between customer engagement and perceived value, which are dependent variables that have never been used in the food subscription economy, were verified through the S-O-R model. In this relationship, we demonstrated how consumers' personal tendencies, such as need for cognitive closure and self-efficacy, mediate between timeliness and perceived value related to online food delivery. The study results are as follows. Perceived personalization, convenience, and timeliness had a positive effect on the utilitarian value in the order. It also had a positive effect on emotional values in the order of perceived personalization and timeliness. On the other hand, economic utility had no significant effect on practical branches. Customer engagement had a positive effect in the order of emotional value and utilitarian value. The lower the need for cognitive closure the more positive the utilitarian value. The lower the self-efficacy, the more positive the emotional value was perceived. Through the above study, companies that want to operate or start an online food subscription economy need a strategic approach rather than unreasonable price discounts in pricing policy. In addition, it is necessary to focus on marketing activities that provide emotional value by focusing on perceived personalization, which is the satisfaction factor of online food subscription.

• Korea Journal of Hospital Management
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• v.15 no.3
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• pp.123-142
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• 2010

The Government is going to enforce assessment of dental institutions in addition to assessment of medical institutions so that it can provide good-quality medical service to people having much interest in quality of medical service. But the empirical research on the assessment of dental institutions which is still in a model assessment stage, is insufficient. Accordingly, the present research aims to help dental institutions preparing the main assessment by researching an acceptance level of workers of dental institutions in a process performing assessment of dental institutions, based on the preceding researches that the perceived utility has influence on implementation intention. The present research proved the influence that job relevance, result demonstration, usability and education & training of workers and manager's leadership of an infection management part affects perceived utility and implementation intention. As a research result, all the job relevance, result demonstration, usability have a positive(+) influence on perceived utility and implementation intention, and the influence of job relevance most affects especially. The leadership and education & training have influence on what workers get to have implementation intention after perception of utility of infection management according to the order. According to the above results, it can be understood that medical institutions preparing for assessment of dental institutions take charge of the assessment part having high relevance with work of workers and need to make a manager ordering performance of its assessment be able to foster a leadership for improving effectiveness of assessment performance.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.40 no.1
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• pp.1-10
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• 2017

The difficulties in opening and closing a sport utility vehicle (SUV) tailgate is important aspect of JD (James David) power's Initial Quality Survey (IQS) assessment, and affective quality has a big impact on the the success of thesedays products. The purpose of this study is to evaluate the perceived difficulty and satisfaction of customers by the opening and closing of the tailgate and to grasp the relationship between them and the opening and closing reaction force. The mechanical force required to open and close 42 domestic and overseas SUV tailgates was measured with the help of an auto company. In the experiment, 100 male drivers in their 20s to 50s evaluated perceived difficulty and satisfaction with opening and closing the tailgate. The results of the analysis showed that perceived difficulty and satisfaction were statistically different depending on the vehicle, but did not depend on the personal characteristics of the participants. The perceived difficulty and satisfaction regression model of tailgate opening and closing was developed by mechanical force variables and had a relatively high adjusted $R^2$ ranging from 0.62 to 0.73. The models showed that the the initial close and open force, the difference between initial and maximum close force and the difference between initial and auto-fall angle should be small for the low perceived exertion and high satisfaction. In addition, the correlation analysis between IQS score of tailages and perceived difficulty and satisfaction showed that the IQS scores were more related to the perceived difficulty and satisfaction of closing than those of opening. The results of the study will be helpful to design and test mechanical open and close structure of SUV tailgates.

• Journal of the Korean Society of Costume
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• v.44
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• pp.201-213
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• 1999

In this study, an attempt was made to classify the new generation by the conciousness of fashion and to make out positioning map, for brands of which each of the classified groups were aware. It's also intended to show a strategy brand marketing strategy by comparing the attribues that they considered important. The subjects of this study were gatheres into stratified sample groups from women whose age were ranged from 18 to 24 in Taejon. The subject brands of this study were Nice Claup. Y'sb. SYSTEM. i.n.v.u. On & On. EnC. ZOOC and Tomboy. which were selected because of high awareness. The results of this study were as below: 1. The new generation was grouped into a individuality-oriented group and an utility-oriented group. 2. As a result of analyzing brand image similarity, it's found that each group perceived the similarity differently. The individuality-oriented group perceived brand differentially more than the utility-oriented group. 3. concerning brand image preference, the individuality-oriented group preferred EnC most in light of self-expression and fashion, and preferred ZOOC most in view of utility. What was most preferred by the utility-oriented group was EnC in view of fashion and quality and ZOOC in the aspect of fashion, quality, price and design. 4. Regarding satisfaction level at brand image attributes, both of the groups showed satisfaction at On & On and Y'sb in light of self-expression. The individuality-oriented group was contented with SYSTEM's price and Nice Claup's utility and quality. 5. As a result of analyzing the groups' demographic variables, age and monthly mean income made a significant difference.

• Journal of Korea Society of Digital Industry and Information Management
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• v.6 no.1
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• pp.159-167
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• 2010

We research a competitive advantage of telecom bundling package of three mobile telecom company by figuring out utility that consumers perceived and focused on mobile telecom and high speed internet in one bundled package. As a method, conjoint analysis was applied. And in conclusion, consumers considered retaining mobile telecom company as the most important factor to them and branding as the following important one when one bundled package of telecom service is provided in total market. When the market is divided into two submarkets and the second largest submarket is analyzed personal bundled package was most important and three year agreement with a stipulated discount has the highest utility. As a result of this analysis, mobile telecom company managers need to organize bundled package after consideration of their current position and brand power in the market, and then devise proper market strategy