• 한국전자거래학회지
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• 제16권4호
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• pp.283-299
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• 2011

본 연구에서는 태스크-기술 적합 이론에 기반하여 TV홈쇼핑, 인터넷 쇼핑, 브로드밴드 응용(IPTV) 등 3개의 가상 쇼핑 채널에 대한 소비자 선호에 영향을 주는 적합요인을 탐색하였다. 적합 요인 탐색은 오프라인 대비 웹에서 제품 구매 시 불확실성에 가장 큰 영향을 주는 품질 파악 관점에서의 제품 분류 유형인 quasi-commodity, look and feel 제품, 그리고 look and feel with variable quality 제품 등 3개의 제품군 별로 차별화하였다. 이론적으로 도출한, 3개의 가상 쇼핑 환경에서 3개의 유형별 제품을 구매할 때 소비자의 채널 선호에 영향을 주는 적합 속성에 대한 검증은 서베이 데이터를 이용해 단계별 회귀분석 기법을 적용하여 실증적으로 분석하였다. 또한 ANOVA와 Duncan 사후 분석을 통하여 3개의 가상 채널과 제품 유형 별로 적합 속성의 상대적 중요성을 비교 분석하여 시사점을 제시하였다. 본 연구를 통하여 3개의 가상 쇼핑 채널이 기반하고 있는 미디어 기술과 다양한 제품 구매 태스크의 적절한 매칭을 위한 4가지 주요 적합 속성과 상대적 차별성이 파악되었으며, 본 연구결과는 디지털 융합 기반 쇼핑 채널 설계에 유용한 시사점을 제공할 수 있다.

• 동아시아식생활학회지
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• 제26권1호
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• pp.34-43
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• 2016

This study was performed to improve the quality index of paprika by assessment of instrumental test and sensory attributes. Red paprika (11 cultivars), orange paprika (9 cultivars), and yellow paprika (10 cultivars) were provided by GyeongNam (GN) and JeonBuk Agricultural Research and Extension Services (JB). We measured hardness and color values using a colorimeter and TPA as well as developed new terminology such as cucumber taste, grass taste, green pepper flavor and appearance (size, color size, color, and glossiness), texture (hardness, juiciness), and taste (sweetness, pungency, sourness) to describe paprika quality attributes by trained panels. a* value of red 'Nagano' cultivar provided by JB was significantly low, and only b* value of orange paprika was significantly different among the samples. In the case of yellow paprika, b* values were not significantly different, and hardness was significantly different. Overall color values were different among samples provided by GN. Oranos, orange paprika, L value, b value, and hardness were different among the samples. Bitterness was negatively correlated with sweetness and positively correlated with green pepper aroma (p<0.05). Overall acceptability was positively correlated with size, juiciness, and sweetness (p<0.01) and negatively correlated with pungent (p<0.05) and bitterness (p<0.01). In conclusion, negative attributes such as bitterness and pungentness as well as positive attributes such as size, juiciness, and sweetness must be considered as important factors for consumer preference and breeding of new cultivars.

• 농업생명과학연구
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• 제52권6호
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• pp.155-162
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• 2018

본 연구는 국내외 여건으로 침체되고 국내 인삼산업 활성화에 필요한 인삼가공식품의 경쟁력 제고를 위하여 대표 인삼제품인 홍삼토닉의 소비자 선호속성을 선택실험법을 통해 분석하였다. 실험에 사용된 선호속성으로는 재배연근, 우수농산물(GAP) 인증 여부, 당류함량, 가격이 포함되었으며 총 1,796개의 실험에 대한 답변을 취득하여 각 속성에 대한 가치를 다항로짓모형을 이용하여 추정하였다. 그 결과, 6년근 원료를 사용하여 우수농산물(GAP) 인증을 받은 저당도 제품에 대한 선호도를 화폐가치로 환산하였다. 이를 정리하면, 5년근 대비 6년근 원료를 사용한 제품에 약 94,000원, GAP 인증을 받지 않은 경우에 비해서 약 89,000원, 당을 1g 줄인 경우 약 5,000의 추가지불의사금액을 확인할 수 있었다. 따라서 단기적으로 GAP 인증된 6년근 원료를 사용한 저당의 제품 개발이 필요하며, 인삼 GAP 인증에 대한 지원과 홍보가 필요할 것으로 보인다. 한편 인삼 농가 생산성 개선을 위해 저년근 인삼 효능에 대한 과도한 저평가를 개선하기 위한 장기적인 노력이 병행되어야 할 것으로 보인다.

• Journal of Information Technology Applications and Management
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• 제20권3_spc호
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• pp.219-230
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• 2013

Real time accessiblity and agility in Ubiquitous-commerce is required under ubiquitous computing environment. The Research has been actively processed in e-commerce so as to improve the accuracy of recommendation. Existing Collaborative filtering (CF) can not reflect contents of the items and has the problem of the process of selection in the neighborhood user group and the problems of sparsity and scalability as well. Although a system has been practically used to improve these defects, it still does not reflect attributes of the item. In this paper, to solve this problem, We can use a implicit method which is used by customer's data and purchase history data. We propose a new clustering method of weighted preference for customer using k-means clustering and Bayesian network in order to improve the accuracy of recommendation. To verify improved performance of the proposed system, we make experiments with dataset collected in a cosmetic internet shopping mall.

• 한국조리학회지
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• 제12권2호
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• pp.137-150
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• 2006

The aim of this study was to determine the relative importance of a set of attributes which influence purchase decision of leaf mustard kimchi such as color, package, taste, availability and price, and to identify tourist product factor combinations which confer the highest utility to tourists of each age group. Conjoint model was used for this study. The findings from this study were as follows. First, it was found that all age groups regarded taste and price as the very important factor. Second, it was found that the products with different attribute levels were preferred by age groups. Third, it was found that the most preferred product in each age group was significantly different by cluster. Finally, it was found that the most preferred simulation product was different by age groups.

• 대한교통학회지
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• 제4권1호
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• pp.12-27
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• 1986

This study examined user preferences toward transportation modes in Seoul. Two multidimensional scaling models, the ideal point and vector models, were applied to data on mode preferences of 114 adults in the metropolitan area. While both models produced fairly similar results, the vector model performed slightly better than the other in terms of interpretability of the results. The transport attributes elicited are comfort, flexibility, travel cost, travel time, privacy, and safety; among which comfort is salient most. The comfort variable is a multi-faceted attribute in nature. The variations of attribute preferences are most significant between the gender groups as well as worker/nonworker groups. In particular, male workers, female workers and female nonworkers form three distinctive market segments. An unidimensional scaling of the preference data reveals that subway, auto-driver, and subscription bus modes are preferred most, whereas motorcycle and bicycle least. The other modes of express bus, taxt, auto-passenger, bus and walk rank intermediately. An examination of how preference orders vary among modal groups hints that users align their stated attitudes to their choice in order to reduce cognitive dissonance.

• 정보기술과데이타베이스저널
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• 제7권1호
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• pp.42-53
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• 2000

The major goal of this research is to develop an optimal route search algorithm for an intelligent route guidance system, one sub-area of ITS. ITS stands for intelligent Transportation System. ITS offers a fundamental solution to various issues concerning transportation and it will eventually help comfortable and swift moves of drivers by receiving and transmitting information on humans, roads and automobiles. Genetic algorithm, and fuzzy logic are utilized in order to implement the proposed algorithm. Using genetic algorithm, the proposed algorithm searches shortest routes in terms of travel time in consideration of stochastic traffic volume, diverse turn constraints, etc. Then using fuzzy logic, it selects driver-preference optimal route among the candidate routes searched by GA, taking into account various driver's preferences such as difficulty degree of driving and surrounding scenery of road, etc. In order to evaluate this algorithm, a virtual road-traffic network DB with various road attributes is simulated, where the suggested algorithm promptly produces the best route for a driver with reference to his or her preferences.

• 한국항공운항학회지
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• 제29권3호
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• pp.15-23
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• 2021

Personal Air Vehicle is expected to be a promising solution to relieve traffic congestion using urban airspace. The development of related technologies such as materials or batteries has been accelerated. In addition, commercial transportation services are being prepared. When fierce competition begins in the PAV market, even technologically superior products will disappear without choices by consumers. Therefore, demand factors should be reflected in PAV development to enhance competitiveness. In the paper, values were estimated for the major technological attributes of PAV. Stated preference data were collected through a survey, and the conjoint method and ordered probit model were adopted. Thereafter, it was confirmed that the value would be high in the order of dual mode, drone-type appearance, and noise reduction. Some R&D strategies were proposed based on this.

• 산업융합연구
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• 제1권2호
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• pp.125-140
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• 2003

This study examined testing condition when consumers have a strong ordinal preference and in a absence of established ordinal for a given attribute, how adding common features to two brands in a given product category affects brand choice. Research findings presented in this study are generally consistent with the preference confirmation view of choice. The data provides support for the proposition that (1) the effect of common features is moderated by the relative importance of brand attributes(Hypothesis 1) and (2) in the presence of primary attribute adding common features increases the likelihood of choosing the brand with the best value on this attribute(Hypotheses 2).

• Asia Marketing Journal
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• 제16권1호
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• pp.169-193
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• 2014

The earlier studies have verified that brand values have significant impact on financial values such as stock return and stock price to justify marketing costs for brand building. Except for Mizik and Jacobson (2008), however, little research has addressed what kinds of brand components composing brand values have a significant relationship with financial values. As a follow-up research of Mizik and Jacobson (2008), this research focuses on what kinds of relationships exist between the unanticipated change of each brand asset component and stock return, one of the financial values. The authors selected six brand asset components from the Korea-Brand Power Index(K-BPI) data in which 'Top of Mind,' 'Unaided Awareness,' and 'Aided Awareness' are brand awareness measures and 'Image,' 'Purchase Intention,' and 'Preference' are brand loyalty measures. Out of those six brand components, they found that unanticipated changes of 'Top of Mind,' 'Unaided Awareness,' 'Image,' and 'Preference' have significantly positive effect on unexpected stock return change. Therefore, they conclude that these four brand asset components provide incremental information in explaining unanticipated stock return.