도시재생사업의 평가요인 선정 및 적용 (Selection and Application of Evaluation Factors for Urban Regeneration Project)
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- 한국조경학회지
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- 제47권6호
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- pp.53-66
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- 2019
본 연구는 도시재생사업을 평가하기 위한 지표 선정 및 개선방안을 제시하기 위해 연구를 진행하였다. 먼저 도시재생 관련 전문가를 대상으로 설문조사 및 분석을 수행하여 평가지표를 선정하였으며, 선정된 지표를 활용하여 도시재생사업이 시행 중인 원고개 마을의 주민의견을 수렴·분석하였다. 이를 바탕으로 해당지역의 개선방안을 제시하였다. 연구결과를 살펴보면, 도시재생 평가지표를 그 특성에 따라 '물리적 환경', '사회적 환경', '경제적 환경' 부문으로 구분하고, 1차 전문가 설문 및 MCB 분석을 통해 도시재생 평가요인을 선정하였다. 그 결과, '물리적 환경' 부문은 '교통 및 보행환경', '주거(주택) 환경', '안전 및 보안환경', '녹지 공간', '경관 개선', '공공 공간' 등 6개 요인이 선정되었으며, '사회적 환경' 부문은 '주민 참여', '공동체 활성화', '지자체 및 지원센터 역할', '주민 교육' 등 4개의 요인, '경제적 환경'부문은 '지역경제 활성화', '경제기반 환경조성', '일자리 창출' 등 3개의 평가요인이 선정되었다. 다음으로 선정된 평가요인을 2차 전문가 설문 및 AHP 분석을 수행하여 종합가중치를 도출하였다. 도시재생 평가요인 가운데 '주거(주택) 환경'이 0.108로 가장 높은 가중치 값을 가지며, 다음으로 '지역경제 활성화', '주민참여' 가 높은 값을 가지는 것으로 분석되었다. 마지막으로 도시재생 평가요인을 활용하여 원고개 마을의 주민의식을 분석한 결과, '주차환경', '노후주택 및 생활환경 정비', '마을 및 사회적 기업을 조성할 수 있는 환경조성', '상가 및 업무환경 개선', '기존 상권 유지 및 활성화', '가내수공업, 부업 등 소규모 지역경제 활성화' 등이 종합중요도는 높지만 만족도는 낮아 중점 개선이 필요한 것으로 나타났다. 따라서 원고개 마을의 도시재생사업을 개선하기 위해선 공가 및 폐가, 유휴지 등을 활용하여 공용주차장을 조성하거나, 마을 내 위치한 학교운동장을 주민들에게 개방하는 등의 주차환경 개선이 필요할 것으로 판단된다. 또한 협동조합과 연계하여 마을기업, 사회적 기업을 육성하고, 주민활동을 통해 생산된 제품을 주변시장에 판매하는 등의 경제적 활동을 장려시켜야 할 것으로 사료된다.
The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.
관상수재배(觀賞樹栽培)의 현황(現況), 생산(生產), 유통과정(流通過程), 문제점(問題點), 전망(展望)과 개선방안(改善方案)을 조사(調査)한 결과(結果)를 요약(要約)하면 다음과 같다. 1. 관상수재배(觀賞樹栽培)의 일반현황(一般現況) (1) 전국(全國)(서울제외(除外))의 관상수재배면적(觀賞樹栽培面積)과 재배자수(栽培者數)는 각각 1,872.02ha, 2,717명(名)으로서 농수산부(農水產部) 집계(集計)와 많은 차이(差異)가 있는데, 이것은 재배업자(栽培業者)들이 조세부담등(租稅負擔等)의 이유(理由)때문에 정확(正確)한 답(答)을 하지 않은 것으로 보여진다. (2) 직업(職業)은 원예(園藝)(관상수포함(觀賞樹包含)), 농업(農業)을 비롯한 일차산업분야(一次產業分野)의 종사자(從事者)들이 대부분이었으며, 공무원(公務員), 회사원(會社員)도 약간 있었다. (3) 관상수재배자(觀賞樹栽培者)는 학력(學歷)이 높을수록 그 수(數)가 많은 경향(傾向)을 보였으며, 연령(年齡)은 청년층(青年層)보다 장년(壯年)에서 노년층(老年層)이 많은 분포(分布)를 보였다. (4) 관상수재배동기(觀賞樹栽培動機)는 취미(趣味)로 시작, 수익(收益)이 높아서 자산저축적(資產貯蓄的)인 취지(趣旨)에서 공한지활용등(空閑地活用等)의 순(順)으로 나타났으며 재배경력(栽培經歷)은 5~10년(年)이 가장 많고, 대체로 5~15년(年)까지의 재배경력(栽培經歷)을 가진 자가 전체(全體)의 약
Recently, as the information communication technology develops, the discussion regarding the ubiquitous environment is occurring in diverse perspectives. Ubiquitous environment is an environment that could transfer data through networks regardless of the physical space, virtual space, time or location. In order to realize the ubiquitous environment, the Pervasive Sensing technology that enables the recognition of users' data without the border between physical and virtual space is required. In addition, the latest and diversified technologies such as Context-Awareness technology are necessary to construct the context around the user by sharing the data accessed through the Pervasive Sensing technology and linkage technology that is to prevent information loss through the wired, wireless networking and database. Especially, Pervasive Sensing technology is taken as an essential technology that enables user oriented services by recognizing the needs of the users even before the users inquire. There are lots of characteristics of ubiquitous environment through the technologies mentioned above such as ubiquity, abundance of data, mutuality, high information density, individualization and customization. Among them, information density directs the accessible amount and quality of the information and it is stored in bulk with ensured quality through Pervasive Sensing technology. Using this, in the companies, the personalized contents(or information) providing became possible for a target customer. Most of all, there are an increasing number of researches with respect to recommender systems that provide what customers need even when the customers do not explicitly ask something for their needs. Recommender systems are well renowned for its affirmative effect that enlarges the selling opportunities and reduces the searching cost of customers since it finds and provides information according to the customers' traits and preference in advance, in a commerce environment. Recommender systems have proved its usability through several methodologies and experiments conducted upon many different fields from the mid-1990s. Most of the researches related with the recommender systems until now take the products or information of internet or mobile context as its object, but there is not enough research concerned with recommending adequate store to customers in a ubiquitous environment. It is possible to track customers' behaviors in a ubiquitous environment, the same way it is implemented in an online market space even when customers are purchasing in an offline marketplace. Unlike existing internet space, in ubiquitous environment, the interest toward the stores is increasing that provides information according to the traffic line of the customers. In other words, the same product can be purchased in several different stores and the preferred store can be different from the customers by personal preference such as traffic line between stores, location, atmosphere, quality, and price. Krulwich(1997) has developed Lifestyle Finder which recommends a product and a store by using the demographical information and purchasing information generated in the internet commerce. Also, Fano(1998) has created a Shopper's Eye which is an information proving system. The information regarding the closest store from the customers' present location is shown when the customer has sent a to-buy list, Sadeh(2003) developed MyCampus that recommends appropriate information and a store in accordance with the schedule saved in a customers' mobile. Moreover, Keegan and O'Hare(2004) came up with EasiShop that provides the suitable tore information including price, after service, and accessibility after analyzing the to-buy list and the current location of customers. However, Krulwich(1997) does not indicate the characteristics of physical space based on the online commerce context and Keegan and O'Hare(2004) only provides information about store related to a product, while Fano(1998) does not fully consider the relationship between the preference toward the stores and the store itself. The most recent research by Sedah(2003), experimented on campus by suggesting recommender systems that reflect situation and preference information besides the characteristics of the physical space. Yet, there is a potential problem since the researches are based on location and preference information of customers which is connected to the invasion of privacy. The primary beginning point of controversy is an invasion of privacy and individual information in a ubiquitous environment according to researches conducted by Al-Muhtadi(2002), Beresford and Stajano(2003), and Ren(2006). Additionally, individuals want to be left anonymous to protect their own personal information, mentioned in Srivastava(2000). Therefore, in this paper, we suggest a methodology to recommend stores in U-market on the basis of ubiquitous environment not using personal information in order to protect individual information and privacy. The main idea behind our suggested methodology is based on Feature Matrices model (FM model, Shahabi and Banaei-Kashani, 2003) that uses clusters of customers' similar transaction data, which is similar to the Collaborative Filtering. However unlike Collaborative Filtering, this methodology overcomes the problems of personal information and privacy since it is not aware of the customer, exactly who they are, The methodology is compared with single trait model(vector model) such as visitor logs, while looking at the actual improvements of the recommendation when the context information is used. It is not easy to find real U-market data, so we experimented with factual data from a real department store with context information. The recommendation procedure of U-market proposed in this paper is divided into four major phases. First phase is collecting and preprocessing data for analysis of shopping patterns of customers. The traits of shopping patterns are expressed as feature matrices of N dimension. On second phase, the similar shopping patterns are grouped into clusters and the representative pattern of each cluster is derived. The distance between shopping patterns is calculated by Projected Pure Euclidean Distance (Shahabi and Banaei-Kashani, 2003). Third phase finds a representative pattern that is similar to a target customer, and at the same time, the shopping information of the customer is traced and saved dynamically. Fourth, the next store is recommended based on the physical distance between stores of representative patterns and the present location of target customer. In this research, we have evaluated the accuracy of recommendation method based on a factual data derived from a department store. There are technological difficulties of tracking on a real-time basis so we extracted purchasing related information and we added on context information on each transaction. As a result, recommendation based on FM model that applies purchasing and context information is more stable and accurate compared to that of vector model. Additionally, we could find more precise recommendation result as more shopping information is accumulated. Realistically, because of the limitation of ubiquitous environment realization, we were not able to reflect on all different kinds of context but more explicit analysis is expected to be attainable in the future after practical system is embodied.
본 연구의 목적은 한국, 일본, 중국 유아들의 일상생활을 비교문화적으로 탐구하는 데에 있다. 이러한 연구목적을 달성하기 위해 본 연구는 한국, 일본, 중국의 3-6세 유아를 이머니 2,940명을 대상으로 유아의 하루일과 활동들을 설문지를 통해 조사하였다. 조사대상자들은 한국의 서울/경기에 거주하는 어머니 941명, 일본의 동경에 거주하는 어머니 1007명, 중국의 북경에 거주하는 어머니 992명이었다. 연구 결과 첫째, 하루일과 부분에 있어서 한국 유아들은 일본, 중국 유아들에 비해 기상시각 아침 및 저녁식사시각 취침시각이 모두 늦게 이루어지며, 수면시간 또한 일본, 중국외 유아들에 비해 짧은 편으로 나타났다. 둘째, 교육기관 부분에 있어서 중국, 일본, 한국 유아들 순으로 교육기관에 등원하였으며, 일본, 한국, 중국 순으로 귀가하는 것으로 나타났다. 평균 교육기관 재원시간은 중국이 가장 길었으며, 그 다음으로 일본의 보육시설, 한국의 보육시설, 한국과 일본의 유치원 순으로 나타났다. 또한 어머니들이 교육기관에 바라는 사항을 살펴본 결과 아이가 아플 때에도 교육기관에서 맡아주기를 가장 희망하였다. 셋째, 조사대상 유아들 중 한국은 72.6%가, 일본은 61.7%, 중국은 64.6%가 정규교육 이외의 조기 특기활동을 하고 있는 것으로 나타났으며, 그 활동유형으로 세 국가 모두 예체능 관련 활동과 영어를 많이 하고 있었는데, 한국은 학습지를 하는 비율이 일본, 중국에 비해 월등히 높게 나타났다. 넷째, 전자매체 사용에 있어서는 한국, 일본, 중국의 대다수 유아들이 거의 매일 텔레비전을 시청하고 있었으며, 게임은 일본 유아들이, 컴퓨터는 한국 유아들이 사용 비율이 높은 것으로 나타났다. 전자매체의 경우 상대적으로 중국 유아들이 한국, 일본 유아들에 비해 그 사용비율이 현저히 낮았다.