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.

기술제품 재구매시 제품지식과 전환비용이 제품속성별 중요도에 미치는 영향

주영진 ( Young Jin Joo ),정진우 ( Jin Woo Jung ) 한국소비자학회 2011 소비자학연구 Vol.22 No.1

In this study, focusing on a repurchasing situation of a hi-tech combined product DSLR (digital single-lens reflex) camera, we have analyzed how are the effects of functional performances of a product (as intrinsic attributes) and the brand of a product (as an extrinsic attribute) on a customer`s choice of a product changing according to the level of the customer`s knowledge about the product and the amount of switching cost caused by DSLR lens. Our first research hypothesis (H1) is that a customer with a high level of product knowledge would think much of the functional performances of a product than a customer with a low level of product knowledge did, while a customer with a low level of product knowledge would think much of the brand of a product than a customer with a high level of product knowledge did. Our second research hypothesis (H2) is that a customer with a large switching cost would think much of the brand of a product than a customer with a small switching cost did, while a customer with a small switching cost would think much of the functional performances of a product than a customer with a large switching cost did. We used conjoint analysis, for a situation of repurchasing DSLR camera, to test our research hypotheses. First, we estimated the relative importances of attributes, including functional performances and the brand, of the DSLR camera for each customer who has DSLR camera, by assuming that he or she is going to repurchase a DSLR camera. After that, respondents, to the conjoint questionnaire, were divided into two groups by the level of product knowledge (to test H1) and the amount of switching cost (to test H2). Finally, we tested if there is any significant difference in the relative importance of each attribute between the two groups. Conjoint profiles were driven with 4 attributes: CCD(charge coupled device) size, number of pixels (as intrinsic attributes), brand (as an extrinsic attribute), and price. The 4 attributes were set to have 2×3×2×3 levels respectively. We used nominal scales for CCD size (full-frame or crop) and brand (two big brands in the market: Cannon or Nicon), and ratio scales for number of pixels and price. Hence the full factorial design needs 36 profiles. However, in order to be able to make an efficient comparison by reducing the number of profiles, we applied a fractional factorial design to set 9 conjoint profiles. The level of product knowledge was estimated by the factor score from 5 measurement variables about subjective level of product knowledge. And the amount of switching cost was calculated by the remaining value of DSLRlens the respondents have. It is interesting to note that DSLR-lens is a complementary good for the DSLR, so the switching cost is caused by a lock-in to the brand he or she has because of the complementary good. 179 respondents gave their preference order among 9 conjoint profiles. The relative importances of 4 attributes was driven for each respondents. The decreasing order of the average values of the relative importances for all respondents if price > CCD size > number of pixels > brand. In order to test the research hypotheses, we used t-test to test if there is any significant difference in relative importances of attributes according to the level of product knowledge or the amount of switching cost. The mean difference tests for the relative importance of 4 attributes between the 2 groups, divided by the level of product knowledge, show that ① the relative importance of CCD size is significantly larger in the customer group with a high level of product knowledge than in the customer group with a low level of product knowledge, and ② the relative importance of brand is significantly smaller in the customer group with a low level of product knowledge than in the customer group with a high level of product knowledge. However, the mean difference tests for the relative importance of 4 attributes between the 2 groups, divided by the amount of switching cost, show that ① the relative importance of brand is significantly larger in the customer group with large amount of switching cost than in the customer group with small amount of switching cost, and ② the relative importance of CCD size is significantly smaller in the customer group with large amount of switching cost than in the customer group with small amount of switching cost. The result of this research means that, in a situation of repurchasing the DSLR, the higher his or her level of product knowledge is, the more (or the less) he or she thinks about the intrinsic attribute (or the extrinsic attribute). It also means that, the larger the amount of his or her level switching cost is, the more (or the less) he or she thinks about the extrinsic attribute (or the intrinsic attribute).

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.

순위반응모형을 이용한 신규서비스 잠재시장규모의 추정

주영진(Joo Young Jin),송영화(Yeong Wha Sawng) 한국마케팅과학회 2005 마케팅과학연구 Vol.15 No.2

본 연구에서는 신규서비스에 대한 수요를 분석하기 위한 설문에서 다점척도로 조사된 신규서비스에 대한 응답자들의 가입의향을 함께 조사된 응답자특성 및 대상 신규서비스와 관련된 속성/태도 등의 요인 변수들을 이용하여 효과적으로 설명할 수 있는 순위반응모형(Ordered Response Model)을 통한 확산모형의 잠재시장규모 추정 방안을 제시하였다. 또한, 제시된 순위반응모형에 의한 신규서비스의 잠재시장규모 추정 방안을 곧 도입될 예정인 디지털멀티미디어방송(DMB)서비스에 대해 적용한 결과, DMB서비스의 잠재시장규모는 낙관적인 상황과 비관적인 상황으로 구분할 때 각각 이동전화가입자의 41.10% 및 14.83%로 추정되었다. In this research, we develope an estimation method for the estimation of the market potential in the new service (or product) diffusion model. The developed method is based on the ordered response model which can effectively incorporate the survey result of the multi-point scale intention for subscription as well as the responder's characteristics, the characteristics & attitudes of the related service. We also apply the developed method to an estimation of the market potential of the digital multimedia broadcasting (DMB) service. As a result, an optimistic and a pessimistic estimates of DMB market potential are 41.10% and 14.83% of the cellular subscribers respectively.

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.

NBD모형의 구조변화 감지

주영진(Joo Young Jin) 한국마케팅과학회 2006 마케팅과학연구 Vol.16 No.1

  본 연구에서는 안정적 NBD모형에 개별구매자들의 평균적 구매율 변화로 발생되는 임의의 불안정성이 개입하였는지를 체계적으로 검정하기 위한 방법을 개발하였다. 이를 위해 본 연구에서는 안정적 NBD모형에서 개별구매자들의 갖는 평균적 구매율이 임의의 불안정성의 영향으로 구조적 변화를 일으키는지에 대한 통계적 가설로부터 우도비를 도출하였다. 또한, 본 연구에서는 반복구매가 이루어지는 패널자료를 대상으로 개발된 방법의 실증적 적합성을 살펴보았다. 본 연구의 결과는 NBD모형이 지니는 안정성의 가정을 극복할 수 있는 수단을 제공한다는 점, 마케팅환경의 변화를 조기에 감지함으로써 관련 환경변화에 신속히 대처할 수 있는 마케팅전략의 운용을 가능케 할 것이란 점, 특정 마케팅믹스전략의 효과측정에도 활용될 수 있다는 점 등을 기대할 수 있다.   In this research, we develope a procedure for detecting a random non-stationarity to the individual"s purchasing rate in a stationary NBD model. On this purpose, we derive the likelihood ratio statistic for a testing null and alternative hypotheses defined as whether there is no significant structural change in a stationary NBD model or any. Where the structural change comes from a random non-stationarity(marketing mix activities or seasonality, for example) to the individual"s purchasing rate. We also apply the developed method to a panel data for a frequently purchased good. This research could be a solution to include the non-stationarity in a stationary NBD model. We also expect that the developed model could give a signal for an early detection of significant changes in marketing environment, and a mean for a measurement of the effects of marketing mix activities.

이동통신서비스 확산에 대한 국가 간 영향

주영진(Young Jin Joo) 한국전자거래학회 2012 한국전자거래학회지 Vol.17 No.2

본 연구에서는 국가 간 이동통신서비스의 확산과정에서 국가 간 영향에 의해 한 국가에서의 확산성과가 다른 국가의 확산에 주는 영향을 분석하였다. 그동안 대부분의 이동통신서비스 확산에 대한 국가 간 비교연구들은 주로 국가별로 추정된 확산과정에 대해 사후적인 비교분석이 일반적인 것에 반하여, 본 연구에서는 최근의 이동통신서비스의 확산이 국경을 넘어 영향을 미치고 있는 현실을 보다 적절히 설명할 수 있다. 본 연구에서는 이를 위하여 다국가 확산모형을 이용하여 한국과 중국, 미국, 일본, 홍콩 등 5개국에서의 이동통신서비스의 확산과정을 분석하였다. 분석 결과 중국의 이동통신서비스의 확산은 한국, 미국, 일본, 홍콩 등 주변 국가들에서의 이동통신서비스의 확산에 유의한 영향을 받은 것으로 밝혀졌다. The diffusion of the mobile telecommunication service in a country could be affected by the diffusions of the services in her neighbor countries. Previous studies on the diffusions of the telecommunication service among countries have been mainly focussed on the comparison after individual diffusion estimation. However, it would be natural to think the diffusion of the mobile telecommunication service in one country could affect to and be affected by the diffusion of the mobile telecommunication service in her neighbor country. In this study, we have applied the multinational diffusion model to model the crossnational effect in the diffusion of the mobile communication service in China, Korea, U.S., Japan, and Hong Kong. Among these 5 countries China is the latest country to adopt the mobile communication service, and we were interested in whether the diffusion of the mobile communication service in Korea, U.S., Japan, or Hong Kong has affected the diffusion of the mobile communication service in China or not. In our application result, the diffusion of the mobile communication service in China has been affected significantly by those in all of the 4 neighbor countries.

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.