휴대인터넷 서비스에 대한 니즈[Needs]분석

주영진,이광희,Joo, Young-Jin,Lee, Kwang-Hee 한국디지털정책학회 2003 디지털융복합연구 Vol.1 No.1

In this research, we have developed a model that can explain the potential customer's needs for the potable Internet service, a concept with 'QoS guaranteed lower-price high speed mobile Internet service. Based on the developed model, we have also derived some empirical implications for the business firms interest in the potable Internet market. The developed model is incorporating a survey result, answering of potential customer's attitude for the portable Internet service, from the subscribers to the Internet service, wireless LAN service, and mobile Internet service. As a result, we have found that a very innovative group, such as wireless LAN users and 20's age group using mobile Internet service, could be the most attractive market segment. Moreover, the aspects of the service coverage and the price competitiveness at the service launching stage could be the most critical success factors for the portable Internet service.

순위반응모형을 이용한 DMB서비스의 가입수요 분석

주영진(Joo Young Jin),송영화(Yeong Wha Sawng) 한국마케팅과학회 2005 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-

  본 연구에서는 설문조사결과에 순위반응모형을 적용하여 신규서비스인 디지털멀티미디어방송(DMB) 서비스의 가입의사결정요인에 대한 분석과 DMB서비스 확산모형의 모수 중 잠재시장규모를 추정하기 위한 방안을 단계적으로 제시하였다. 이에 따라 DMB서비스의 잠재시장규모는 낙관적인 경우와 비관적인 경우 각각 이동전화가입자의 41.2% 및 15.1%로 추정되었으며, DMB서비스의 효과적인 전개를 위해서는 초기 DMB서비스의 주요목표시장인 수도권에 대한 집중적 홍보, DMB서비스만의 고유한 컨텐츠의 개발 등이 요구된다.   In this research, a sequential method for deriving the factors determining subscription to the digital multimedia broadcasting(DMB) service and estimating the market potential in the diffusion of DMB service is developed. The developed method is based on the ordered response model. The subscription factors can be derived from the causal relationship of the model while the market potential can be estimated from the fitted probability to each ordered category of multi-point scale subscribing intention. As a result, an optimistic and a pessimistic estimates of DMB market potential are 41.2% and 15.1% of the cellular subscribers respectively, and the critical success factors could be the effective target marketing to the Seoul metropolitan area and the development of unique contents for the DMB service.

혁신성으로 구분된 두 소비자 집단에서 디지털컨버전스 제품의 구매요인 영향력 비교

주영진(Young Jin Joo),이명종(Myung Jong Lee) 한국경영과학회 2008 經營 科學 Vol.25 No.1

In this paper, we examined the difference of the effects of buying factors in two consumer segments divided by the innovative behavior for digital convergence products, and developed relevant managerial implications. As the digital convergence product could be understood as a innovative bundling product, the buying factors of the digital convergence products were clustered in 3 groups:common innovation-bundling factors, innovation factors and bundling factors. Tests for the difference of regression coefficients of the purchasing factors in the two markets show that ① the early market is affected by both of the common innovation-bundling factors and the innovation factors, while the mainstream market is affected by all of the common innovation-bundling factors, the innovation factors and the bundling factors, ② the early market is more affected by the technical benefit, while the mainstream market is more affected by the pragmatic benefit, and ③ both of the two markets are affected by the compatibility and the message communicability. The relevant managerial implications for the successive diffusion of the digital convergence products can include ① in the entire period of the diffusion, enhancing the compatibility between consumer and product concept, performing constant and differentiated marketing communication activities, ② in the early market of the diffusion, introducing unique innovative product which provides obvious and differential synergy through the convergence, appealing to the technical benefit, and ③ in the mainstream market of the diffusion, improving the qualities and features of individual products for the digital convergence product, appealing to the pragmatic benefit, reducing the complexity of product.

Unity 엔진을 이용한 농장 디펜스 게임 구현

주영진(Young-Jin Joo),이중우(Joong-Woo Lee),윤경원(Kyeong-Won Yoon),박기홍(Ki-Hong Park),김윤호(Yoon-Ho Kim) 한국정보기술학회 2017 Proceedings of KIIT Conference Vol.2017 No.6

스마트폰을 이용한 위치기반 쿠폰광고의 효과

주영진(Young-Jin Joo),지민성(Min-Seong Ji),임종혁(Jong-Hyeok Lim) 한국경영과학회 2015 한국경영과학회지 Vol.40 No.1

In this research, we analyze the effects of price discounts and scarcity message (both quantity limitation message and time limitation message) on the purchase intention in the smart-phone environment. The purchase intention becomes higher at high discount rate and with scarcity message (both quantity limitation message and time limitation message). We also analyze the moderating effects of consumer"s shopping value and distance between the consumer and the store on the effects of price discounts and scarcity message (both quantity limitation message and time limitation message) on the purchase intention. On average, the effects of price discount, time limitation message and quantity limitation message on the purchase intention become the highest levels for consumers pursuing hedonic shopping value. The effects of price discount, time limitation message and quantity limitation message on the purchase intention become higher when they are offered within a short distance between the coupon provider and the target customer.

단말기보조금에 따른 경로갈등에 대한 게임이론적 접근

주영진(Young Jin Joo) 한국유통학회 2006 流通硏究 Vol.11 No.4

본 연구에서는 최근 이동통신단말기보조금을 둘러싸고 이동통신서비스사업자와 이동통신 단말기제조업자 사이에서 발생한 갈등상황을 중심으로 2인비영합게임을 정의하고 그에 대한 최적전략게임해를 도출하였다. 연구결과 이동통신서비스사업자와 이동통신단말기제조업자 중 자기가 속한 시장에 대한 시장지배력이 높은 사업자는 자신에게 유리한 전략으로 힘을 행사할 수 있으며, 양 사업자들이 각자의 시장에 대한 시장지배력이 비슷하게 높다면 양자간에 잠재적 갈등과 협력의 기회가 공존하고 있다는 점 등이 밝혀졌다. 또한, 본 연구의 결과는 이동통신단말기보조금에 대한 경로갈등과 유사한 다양한 제품과 서비스를 대상으로 발생될 수 있는 경로갈등의 해결을 위한 효과적인 준거기준을 제공할 수 있을 것으로 기대된다. This study was motivated by a recent channel conflict on subsidies for mobile handset between a service provider and a handset manufacturer in the mobile communication market. In this study, we have developed a two-person non-zero sum game for the channel conflict on subsidies for mobile handset, and derived its optimal strategic game solution. As a result, we have found that, between the service operator and the handset manufacturer, one who has high level of market leadership in his own market has a power to affect the optimal strategic game solution. We have also found that, when the service operator and the handset manufacturer have relatively high level of market leadership in their own market, there exist both of potential channel conflict and cooperation. The result of this study may provide an effective reference for a solution of similar channel conflicts.

퍼지 역기구학 맵핑과 유전자 알고리즘을 이용한 로봇 매니퓰레이터의 제어

주영진(Young-jin Joo),최우경(Woo-Kyung Choi),연정흠(Jung-Heum Yon),김성현(Sung-hyun Kim),전홍태(Hong-Tae Jeon) 한국지능시스템학회 2005 한국지능시스템학회 학술발표 논문집 Vol.15 No.1

로봇 메니퓰레이터의 제어를 위해서는 정확한 값의 역기구학 값을 구해야한다. 하지만 일반적으로 역기구학의 경우 그 계산 과정이 매우 복잡하여 실시간으로 처리하기 어렵다는 문제점이 있다. 본 논문에서는 로봇 메니퓰레이터를 퍼지 역기구학 맵핑 기법을 기반으로 제어를 한 후, 정기구학을 적합도 함수로 사용하는 유전자 알고리즘을 이용하여, 좀더 빠르고, 높은 정확도를 가지는 제어를 구현하고자 한다.

친환경성이 에너지절감 제품 구매에 미치는 영향

주영진(Young Jin Joo),한창우(Chang Woo Han) 한국콘텐츠학회 2014 한국콘텐츠학회논문지 Vol.14 No.5

본 연구에서는 에너지절감 제품을 대상으로 친환경성이 소비자의 제품에 대한 구매의도에 미치는 영향을 분석하였다. 이를 통해 본 연구에서는 에너지절감 제품의 경제성, 편리성, 친환경성 등이 구매의도에 유의한 정(+)의 영향을 나타내는 것을 확인하였다. 또한, 이들 구매영향 요인들 중 경제성과 친환경성의 효과는 소비자의 환경의식 수준에 따라 달라져서, 환경의식이 높은 소비자는 경제성에 둔감하게 반응하여 경제성이 낮더라도 친환경 제품에 대한 구매의도가 환경의식이 낮은 소비자에 비해 크게 줄지 않으며, 친환경성에는 민감하게 반응하여 친환경성의 높아지면 친환경 제품에 대한 구매의도가 환경의식이 낮은 소비자에 비해 크게 높아지는 것으로 나타났다. 본 연구의 결과에 따르면 친환경제품에 대한 마케팅전략을 수립함에 있어 소비자의 환경의식을 고려하여 환경의식이 낮은 집단에서는 해당 제품의 경제성을 높여 소비자의 비용을 절감 시키는 방안이 요구되고, 환경의식이 높은 집단에서는 해당 제품의 친환경성을 강조하는 것이 효과적일 수 있을 것이다. In this research, we analyzed the effect of environmental friendliness on consumers purchase intention with an energy saving product. We found that the economic benefit, easy to use and environmental friendliness have significant positive(+) effects on environmental friendliness of the energy saving product. We also found that the effects of economic benefit and environmental friendliness differ by the level of consumers environmental consciousness. Consumers with high level of the environmental consciousness are less sensitive on the change of the economic benefit and more sensitive on the change of the environmental friendliness than consumers with low level of the environmental consciousness. The results of this research imply that when planning a marketing strategy for an environmental friendly product it is important to emphasis the economic benefit to consumers with low level of the environmental consciousness while it is important to emphasis the environmental friendliness to consumers with high level of the environmental consciousness.

이산프로빗모형에서 소비자선호의 동태성

주영진(Young-Jin Joo) 한국콘텐츠학회 2010 한국콘텐츠학회논문지 Vol.10 No.5

본 연구에서는 선택모형을 이용하여 소비자패널자료를 분석함에 있어 시간의 흐름에 따라 동적(dynamic)으로 변화하는 소비자내부의 특성 차이를 반영한 특정소비자의 종적인 변화인 소비자동태성을 분석하였다. 선택모형 내에서 소비자동태성은 효용함수에 시변계수(time-varying coefficient)를 도입함으로써 표현될 수 있다. 본 연구에서는 이를 위해 계층적모형(hierarchical model)과 상태공간모형(state-space model)에 기반하여 Random-Walk 계수를 지니는 이산프로빗모형을 개발하였고, 개발된 모형을 패널자료로부터 추정하기 위하여 Gibbs 표본법을 적용하였다. 모형추정결과 효용함수의 시변계수들에 유의한 소비자동태성이 존재함을 확인할 수 있었다. 소비자동태성이 존재할 경우 이에 효과적으로 대응하기 위해서는 동적시장세분화가 필요하다고 할 수 있다. Consumers differ in both horizontally and vertically. Market segmentation aims to divide horizontally different (or heterogeneous) consumers into more similar (or homogeneous) small segments. A specific consumer, however, may differ in vertically. He (or she) may belong to a different market segment from another one where he (or she) belonged to before. In consumer panel data, the vertical difference can be observed by his (or her) choice among brand alternatives are changing over time. The consumer's vertical difference has been defined as 'dynamics'. In this research, we have developed a binary probit model with random-walk coefficients to capture the consumer's dynamics. With an application to a consumer panel data, we have examined how have the random-walk coefficients changed over time.

3자간게임모형에 의한 3G 이동통신단말기의 최적유통전략

주영진(Young Jin Joo),문형돈(Hyoung Don Moon) 한국경영과학회 2009 한국경영과학회지 Vol.34 No.4

The USIM(universal subscriber identity module)-unlock introducing in July 1, 2008 might be led to a significant change that mobile service provider's dominance is considerably dispersed to the handset manufacturer and distributor. Under USIM-unlock environment, mobile service provider, handset manufacturer, and distributor have to make their decisions on their handset distribution channel strategies: the closed distribution channel strategy or the open distribution channel strategy. The change of distribution channel strategy between members in distribution channel can be understood as a matter of strategy choice, and we have developed a theoretical model and analyzed how to make a decision for the member's optimal distribution strategy based on 3-person game model between members of mobile phone distribution channel, under both of ‘1 subscriber-1 handset' and ‘1 subscriber-multiple handset' assumptions. Under ‘1 subscriber-1 handset’ assumption, the closed strategy controlled by mobile service provider is all players' optimal solution because the maximum size of the mobile phone market is limited by subscribers. But, as total expected profit by the handset and distribution subsides is a deficit, mobile service provider have to choose the open strategy and consider the conversion to MNO(mobile network operator). Under ‘1 subscriber-multiple handset' assumption, mobile service provider is trying to find the way how to lock-in its service and mobile phone and how to maximize ARPU(average revenue per unit), while handset manufacturer and distributor have to look for the way how to maximize the mobile phone market using their own marketing efforts, because it is expected that total mobile handset demand for the open market is bigger than demand for the closed market under ‘1 subscriber-multiple handset' assumption.