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휴대폰서비스에 대한 소비자의 불평행동유형과 불평행동 후 만족에 관한 연구
유소이 ( So Ye You ) 한국소비자학회 2002 소비자학연구 Vol.13 No.3
The purposes of this study were to explain the types of consumer complaint actions and satisfaction after taking complaint actions from using cellular phone and to explore the influencing factors by applying ordered probit model and sample selection model. The results of this study were as follows: 1) Sixty six percent of consumers didn’t take any complaint action, while 25% of consumers took private complaint actions and 9% of consumers took public complaint actions. Next, forty seven percent of consumers were satisfied with the results of complaint actions 2) Complaint action was found to be significantly influenced by satisfaction from using cellular phone service, redress after taking complaint actions, consumer education in childhood and gender. However, only redress after taking complaint actions was found to significantly influence to satisfactions after taking complaint actions.
휴대폰 서비스에 대한 소비자태도 , 사용비용 및 소비자만족에 관한 연구
유소이(So Ye You) 한국소비자학회 2002 소비자학연구 Vol.13 No.1
The purposes of this study were to explain consumer attitude, expenses and satisfaction from using cellular phone and to explore influencing factors. To achieve these purposes, Heckman two-step model was utilized to analyze the recursive system model. The results of this study are as follows. 1) Fifty two percent of consumers presented their favorable attitudes to using cellular phone, while thirty one percent of consumers were satisfied with a usage of the phone. In addition, monthly expense of using cellular phone was 46,500 won. 2) First, consumer attitude was found to be significantly influenced by the importance of using cellular phone, prior knowledge, marketing communication and gender. The probability of having a favorable attitude for using cellular phone was likely to be increased if consumers considered the usage of cellular phone to be very important, had enough knowledge about the phone, were influenced by marketing communication and were women. Second, expenses of cellular phone use was found to be significantly influenced by consumer attitude, gender, marriage, income and education. If consumers had favorable attitudes for using cellular phones and had higher income, the expenses would be increased. However, if they were women, married and had college degrees, the expenses would be decreased. Finally, consumer satisfaction from using cellular phone was found to be significantly influenced by the importance of use, inconsistency between preference and use, degree of information search and age. If consumers chose a different company to the preferred one and were getting older, the probability of being satisfied would be decreased. On the other hand, the probability of being satisfied would be increased if consumers recognized its usage to be important and conducted more information search.
식품안전성에 대한 소비자의 가치평가 - 이론적 접근방법 및 측정방법 고찰
유소이(So Ye You) 한국소비자학회 2001 소비자학연구 Vol.12 No.2
The purposes of this study were to discuss why consumer valuation of food safety should be introduced and to review what kinds of theoretical approaches and analytical methods would be effective to estimate consumer value of food safety. Since consumers might perceive risk associated with food safety, the expected utility model introducing risk perception into the model was discussed. In addition, this study explained pre-valuation for reducing degree of perceived risk, the model of self-protection action and the value of information as an important factor for explaining risk perception and self-protection action. Furthermore, analytical models to support the expected utility model were discussed: 1) willingness-to-pay method which could explain consumer demand effectively related with consumer preference considering risks perception (contingent valuation, experimental auction, hedonic method and conjoint method): 2) cost-of-illness method which could estimate the value of food safety through measuring cost for food-related illnesses: 3) finally, discrete choice model which could forecast consumer decision-making behavior and derive consumer welfare with confronting decision-making problems and choosing one of discrete choices associated with risk. Thus, this study intended to provide basic information for further studies with discussing valuation method to explain consumer perception of food safety. Especially, this study might be useful for consumer-related research organization, R & D in the food industry and government which would need effective analytical tools for raising the level of food safety and establishing desirable food policies through investigating consumer preference.