선택대안의 수가 선택연기에 미치는 영향

류가연(Ga Yeon Ryu),손용석(Yong Seok Sohn) 한국마케팅학회 2013 마케팅연구 Vol.28 No.6

본 연구는 모바일 영화예매 시 선택대안의 수가 선택연기에 미치는 영향을 선택전략 유형과 조절모드의 조절효과를 중심으로 살펴보았다. 먼저 실험 1에서는 모바일 어플리케이션으로 영화예매 시, 선택대안의 수가 선택연기에 미치는 영향을 알아보고 선택의 어려움이 선택대안의 수와 선택연기의 매개역할을 하는가를 알아보았다. 실험 2에서는 모바일 어플리케이션으로 영화예매 시, 선택전략 유형(연속 선택전략 vs. 동시 선택전략)에 따라 선택 대안의 수가 선택연기에 미치는 영향을 알아보았다. 마지막으로 실험 3에서는 모바일 어플리케이션으로 영화예매 시, 개인적 성향인 조절모드(행동지향적 모드 vs. 평가지향적 모드)에 따라 선택대안의 수가 선택연기에 미치는 영향을 알아보았다. 실험결과, 실험 1에서는 선택대안의 수가 증가할수록 선택을 연기하는 비율은 감소하다가 증가하여 선택대안의 수가 늘어날수록 선택(선택연기)하는 비율은 역U자(U자)형태가 나타났다. 또한 선택의 어려움이 선택대안의 수와 선택연기의 매개역할을 하였다. 실험 2에서는 선택대안의 수가 적은 경우, 동시 선택전략을 제시한 경우가 연속 선택전략을 제시한 경우보다 선택을 연기하는 비율은 높았다. 반면에 선택대안의 수가 많은 경우, 연속 선택전략을 제시한 경우가 동시 선택전략을 제시한 경우보다 선택을 연기하는 비율은 높게 나타났다. 실험 3에서는 소비자 성향이 행동지향적 모드인 경우, 선택대안의 수가 증가할수록 선택을 연기하는 비율은 차이가 없었다. 반면에 소비자 성향이 평가지향적 모드인 경우, 선택대안의 수가 적거나 많은 경우에는 선택을 연기하는 비율이 높고 보통(moderate)의 경우에는 선택을 연기하는 비율이 낮았다. 결론에서는 향후 영화어플리케이션과 유사하게 상품구매나 예매 어플리케이션 프로그램 개발 시, 기업에서는 선택전략의 유형을 고려하고 적절한 대안의 수를 제시하는 것이 유용할 것이라고 시사점을 제시하고 있다. 또한 기업에서 소비자들의 개인적인 성향을 고려하여 조절모드에 따른 대안을 제시할 수 있도록 어플리케이션 내 활용 방안을 강구할 필요가 있음을 시사하고 있으며, 연구의 한계와 후속연구에 대한 제언을 논의하였다. This study explores an impact of the number of choice alternatives on choice deferral, when reserving movies via mobile devices, with respect to the choice strategic type and regulatory mode. First, Experiment 1 investigates an impact of the number of choice alternatives on choice deferral and explores whether the choice difficulty has the role of mediating the number of choice alternatives and the choice deferral. Next, Experiment 2 examines an impact of the number of choice alternatives on choice deferral depending on choice strategic types (sequential choice strategy vs. simultaneous choice strategy) when reserving movies on a mobile application software. Lastly Experiment 3 examines an impact of the number of choice alternatives on choice deferral depending on individual tendencies of the regulatory mode (locomotion mode vs. assessment mode) when reserving movies on a mobile application software. The result showed that in Experiment 1, as the number of choice alternatives increased, the proportion of choice deferral decreased at first and then increased in the next phase. The proportion of choice (choice deferral) showed the curve of inverted U shape (U shape) in the increase of choice alternatives. Furthermore, the choice difficulty playes a mediating role between the number of choice alternatives and choice deferral. In Experiment 2, in the case that the number of choice alternatives was small, consumers more likely deferred the choice in simultaneous choice strategy rather than in sequential choice strategy. On the contrary, in the case that the number of choice alternatives was large, consumers more likely deferred the choice in sequential choice strategy rather than in simultaneous choice strategy. Experiment 3 showed that, when consumers were in locomotion mode, the proportion of choice deferral did not show any differences as the number of choice alternatives increased. On the other hand, when consumers were in assessment mode, the proportion of choice deferral was higher in the cases with the large or small number of choice alternatives and was lower in the case with the moderate number. As a conclusion, the study presents some implications for the corporation that when developing the application software on product purchasing or reservation, similar to the movie application software in the future, it would be useful to present the optimal number of alternatives depending upon choice strategic types. Furthermore, the study suggests that it would be necessary for the corporation to seek for useful applications in order to offer alternatives relying on the consumer`s regulatory mode. Finally, the study discusses the limitations and some suggestions for further studies.

소비자의 조절초점, 상품구색의 크기, 그리고 선택모드가 금융상품 선택에 미치는 영향

박기경(Park, Kikyoung),류강석(Ryu, Gangseog),박종원(Park, Jongwon) 한국마케팅학회 2015 마케팅연구 Vol.30 No.4

상품구색의 크기와 관련한 효과에 관한 기존문헌은 대부분 선택과업 및 선택대안에 대한 소비자의 지각과 확신, 그리고 만족에 초점을 두고 있었다. 본 연구는 금융상품을 대상으로 상품구색의 크기와 조절초점, 그리고 선택모드의 세 가지 변수가 소비자의 선택패턴 자체에 어떤 영향을 미치는지 고찰함으로써 기존 연구결과를 확장하고자 하였다. 먼저, 가설 1에서는, 상품구색의 크기가 증가하는 경우, 향상초점 소비자는 선택효용을 높게 지각하고, 의사결정에 대해 과부하를 느끼지 않기 때문에, 선택하는 대안의 종류에 차이가 발생하지 않는 반면, 예방초점 소비자는 유발된 어려움에 대하여 더욱 체계적이고 적극적인 방식으로 대처함으로써 기존보다 위험대안을 선택할 확률이 높아질 것으로 예측하였다. 하지만, 제시된 대안 수가 많더라도, 예방초점 소비자가 자신의 성향에 적합한 선택모드인 제거방식(vs. 선택방식)을 사용하면, 선택 어려움을 낮게 지각하고, 안전대안을 더 선택하는 반면, 향상초점 소비자는 선택모드의 영향을 받지 않을 것으로 예상하였다(가설 2). 실험 1의 결과에 의하면, ‘선택하지 않음’이라는 대안이 제공되는지의 여부에 상관없이, 예방초점 소비자는 상품구색의 크기가 큰(vs. 작은) 조건에서 위험대안을 더 많이 선택하였고, 향상초점 소비자는 선택에 차이를 보이지 않았다. 또한, 예방초점 소비자는 대안 수가 많아지더라도 특정 대안을 선택하는 것을 포기하지 않았다. 대안 수가 많은 조건을 대상으로 실시된 실험 2에서는, 예방초점 소비자는 제거방식(vs. 선택방식)을 사용하여 의사결정하는 경우, 과업수행의 어려움을 덜 느끼고, 평소 성향과 일치하는 안전대안을 더 많이 선택하는 반면, 향상초점 소비자는 어떤 선택모드를 이용하더라도 유사한 선택결과를 보여주었다. 마지막으로, 연구의 결론으로서, 상품구색의 크기 및 조절초점 문헌에 대한 학문적인 기여, 소비자의 금융상품 선택 및 금융기관의 상품판매에 관한 실무적인 시사점, 그리고 연구의 한계점과 향후 연구에 대한 방향을 제시하였다. Based upon the observation that the existing research on assortment size mainly focuses on studying its impact on consumers" perceptions of the task difficulty and their confidence in or satisfaction with the chosen alternative, the authors draw attention to choice patterns of consumers for financial products and examine the interaction effects of assortment size, consumer regulatory focus, and choice mode. Hypothesis 1 posits that promotion-focused consumers will not show differences in their choice patterns when making a choice under a larger(vs. smaller) assortment size because they would perceive a higher level of choice utilities, which offsets the potential choice overloads. On the other hand, preventionfocused consumers will choose risky options to a greater extent since they would perform the choice task in a more systematic and elaborative style when dealing with a larger assortment size. Moreover, in Hypothesis 2, prevention-focused consumers are expected to perceive the decision task easier and to choose more of safe options when utilizing a rejecting(vs. choosing) mode in making their choices, whereas no influence of choice mode is predicted for promotion-focused consumers. The results of Experiment 1A and 1B support H1: the choice probability of prevention-focused participants for safe options was significantly lower when eight(vs. two) options were provided, whereas that of promotionfocused participants did not differ. The effects remained similar regardless of the availability of ‘no choice’ option, and prevention-focused respondents did not give up their choices in the larger assortment size. In Experiment 2, which included a larger choice set only, prevention-focused participants perceived less decision difficulty and chose a greater proportion of safe options when using a rejecting mode. In conclusion, the authors present the study"s contributions to the literature on assortment size and regulatory focus, practical implications for consumer choices of and marketing of financial products, and directions for future research.

잠재계층분석에 따른 수단선택모형비교분석

배윤경,정진혁,김형진 대한교통학회 2010 대한교통학회지 Vol.28 No.3

Analyzing mode choice among transportation demand estimate procedures is complicated and understanding characteristics of travelers is also difficult. Generally, it is well known that traveler choose mode considering psychometric factors and characteristic besides socio-demographic indicators. Accordingly, many researches has investigated on methodology that can be applied in mode choice to reflect psychometric factor or specific preference. Latent Class Analysis among various studies is recognized as the theoretically potential approach. This study focuses on class segmented using latent class cluster to analyze impact that included psychometric factors and characteristics on mode choice. It also provides evidence that mode choice model for each class and mode choice model not considering latent class are different. This study based on citizen's stated preference and revealed preference on a new transit on the Han river shows that latent class cluster analysis is the potential approach considering latent preference. 교통수요예측 과정 중 수단선택과정은 적용시 매우 복잡하여, 선택자의 특성을 이해하기도 매우 까다로운 과정이다. 일반적으로 수단 선택시 선택자의 사회경제적인 요소 외에도 심리적인 요인이나 특성들도 중요한 영향을 미치는 것으로 알려져 있다. 따라서, 심리적인 요인이나 특정한 선호도를 선택모형 상에서 적용할 수 있는 방법론에 대한 활발한 연구가 진행되고 있으며, 이러한 연구 중에서 잠재계층분석(Latent Class Analysis)는 이론적으로 매우 가능성이 있는 접근 방법으로 인식되고 있다. 본 연구에서는 심리적인 요인과 특성들이 수단선택에 미치는 영향을 분석하기 위하여 잠재계층분석(latent class cluster analysis)을 실시하여 계층을 분리하였다. 또한, 계층별로 나타나는 수단선택모형과 잠재 계층을 고려하지 않은 수단선택모형을 비교하여 잠재계층의 수단 선택 행태가 각기 다름을 보이고자 한다. 본 연구는 한강 수상교통도입에 대한 일반 시민의 선호도 조사와 SP자료를 바탕으로 분석되었으며, 잠재계층분석은 잠재 선호를 고려할 수 있는 가능성 높은 접근임을 보였다.

자기조절자원 고갈과 평가모드가 제품 평가와 선택에 미치는 영향

김태엽(Kim, Tae Yeop),이진용(Lee, Jinyong) 한국마케팅학회 2017 마케팅연구 Vol.32 No.2

본 연구는 3번의 실험을 통해 자기조절자원 고갈 여부가 선한 제품과 악한 제품에 대한 선호도에 미치는 영향이 평가모드(독립평가 혹은 공동평가)와 의사결정과업(선택 혹은 평점과업)에 따라서 어떻게 조절되는지 살펴보았다. 실험 참가자들을 자기조절자원이 고갈된 집단과 고갈되지 않은 집단으로 나누고, 독립평가 혹은 공동평가 상황에서 각각 선한 제품과 악한 제품에 대한 선호도에 대해 응답하도록 했다. 실험 1은 평가모드에 따라서 자기조절자원 고갈 여부가 평점과업에서 선한 제품 혹은 악한 제품의 선호도에 미치는 영향이 달라지는지 검증하였다. 분석 결과에 따르면 독립평가 상황에서 자기조절자원 고갈여부에 따라 선한 제품과 악한 제품에 대한 선호도가 달라지는 것을 알 수 있었다. 자기조절자원이 고갈되지 않은 참가자들은 악한 제품보다 선한 제품에 대한 선호도가 높았지만, 자기조절자원이 고갈된 참가자들은 선한 제품보다 악한 제품에 대한 선호도가 높았다. 자기조절자원 고갈과 선한 제품과 악한 제품에 관련된 기존 연구와 일치하는 결과이다. 이와 달리 공동평가 상황에서는 자기조절자원 고갈여부에 관계없이 선한 제품에 대한 선호도가 악한 제품에 대한 선호도보다 높았다. 실험 2는 의사결정과업 유형(즉, 선택, 평점과업)이 참가자들의 제품에 대한 선호에 미치는 영향에 대해 살펴보기 위해 공동평가 상황에서 선택(2개 대안 중에서 선택하는 과업)과 평점(2개 대안에 선호도 평점을 제시하는 과업) 2가지 의사결정과업을 사용했다. 기존 연구들은 자기조절자원 고갈 상황에서 선한 제품과 악한 제품 2가지 대안 중에서 선택하는 과업(즉, 공동평가 과업)을 채택하였고 자기조절자원이 고갈되었을 때 악한 제품을 더욱 많이 선택한다는 결과를 도출하였다. 공동평가 상황에서 자기자원 고갈 여부가 악한 제품 평가에 영향을 미치지 않는다는 실험 1의 결과와 상당한 차이가 있다. 이와 같은 차이가 의사결정과업, 즉 선택(기존 연구) 혹은 평점과업(본 연구)의 차이에 의한 것인지를 검증하고자 했다. 실험 2의 분석결과에 의하면 선택과업에서 자기조절자원이 고갈된 참가자들은 선한 제품보다 악한 제품을 선택하는 비율이 높았지만, 평점과업에서 자기조절자원의 고갈된 응답자들이 선한 제품에 대한 선택 비율(평점과업 점수를 이용하여 선택으로 변환한 결과에 따른 비율)이 악한 제품보다 여전히 높았다. 마지막으로 실험 3에서 평점과업을 바탕으로 선택을 하도록 했을 때 자기조절자원 고갈의 부정적인 영향을 줄일 수 있는지를 검증하였다. 기존연구들에 의하면 자기조절자원은 한정적이기 때문에 고갈이 되면 효과적인 자기통제를 하지 못하여 쉽게 유혹에 빠지게 된다. 그러나 공동평가 상황에서 평점과업을 수행하고 이를 바탕으로 선택하도록 하였을 때에 자기조절자원 고갈의 효과를 크게 감소시킬 수 있었다. This research investigates how an evaluation mode (separate evaluation vs. joint evaluation) and a type of decision tasks (rating or choice) moderate the effect of self regulatory resource depletion on the preference of vice and virtue products with 3 experiments. Experiment participants were assigned either to a depletion or a control condition. They were asked to state their preferences of vice and/or virtue product(s) in the joint evaluation mode or in the separate evaluation mode. Experiment 1 examined the moderating effect of evaluation modes on the preference of vice and/or virtue product(s) in rating tasks, depending on the level of resource depletion. We found that resource depletion affects participant’s preference(s) of vice and/or virtue product(s) under the separate evaluation condition. If participant’s self regulatory resource was not depleted they preferred the virtue product to the vice product. However, if participants’ self regulatory resources were depleted they preferred the vice product to the virtue product. This result is in line with the previous research on resource depletion and the evaluation of vice vs. virtue products. In contrast, in the joint evaluation condition, regardless of self regulatory resource states, participants preferred the virtue product to the vice product. The main goal of Experiment 2 was to examine why our results of Experiment 1 were different from those of the previous research. We used 2 types of decision tasks of choice (choice between vice and virtue products) and rating (evaluations of both vice and virtue products) under the condition of a joint evaluation mode. Most of the previous research used only choice tasks between vice and virtue products in resource depletion, and revealed that people tended to choose vice products when self regulatory resource were depleted (vs. not depleted). However, our results were differed from the previous studies showing that resource depletion did affect evaluation of a vice product in joint evaluations. We tested the effect of decision tasks, especially between choice (previous research) and rating (our research) tasks in order to understand why the different outcomes are produced. Based on 2 Experiment, in the choice task (choice between vice and virtue products), depleted participants chose a vice product over a virtue product but not-depleted participants chose a virtue product over a vice product. In rating tasks (where subjects evaluated both vice and virtue products), participants chose a virtue over a vice product both in depleted and not-depleted conditions (in terms of the percentages based on transformed rating task scores in order to produce choice results). Finally in experiment 3, we found that when choice tasks based on the evaluations of rating tasks could reduced negative effects of self regulatory resource depletion. The previous research revealed that those who ran out of regulatory resource might easily be tempted by a vice product, when people’s self regulatory resource is limited. However, through two experiments, we found a joint evaluation mode combined with a rating task can weaken depletion effects of preferring a vice product.

주제공원 이용자들의 선택행동 연구 -Constraints-Induced Conjoint Choice Model의 적용-

홍성권,이용훈 한국조경학회 2000 韓國造景學會誌 Vol.28 No.2

The importance of constraints has been one of major issues in recreation for prediction of choice behavior; however, traditional conjoint choice model did not consider the effects of these variables or fail to integrate them into choice model adequately. The purposes of this research are (a) to estimate the effects of constraints in theme park choice behavior by the constraints-induced conjoint choice model, and (b) to test additional explanatory power of the additional constraints in this suggested model against the more parsimonious traditional model. A leading polling agency was employed to select respondents. Both alternative generating and choice set generating fractional factorial design were conducted to meet the necessary and sufficient conditions for calibration of the constraints-induced conjoint choice model. Th alternative-specific model was calibrated. The log-likelihood ratio test revealed that suggested model was accepted in the favor of the traditional model, and the goodness-of-fit($\rho$$^2$) of suggested and traditional model was 0.48427 and 0.47950, respectively. There was no difference between traditional and suggested model in estimates of attribute levels of car and shuttle bus because alternatives were created to estimate the effects of constraints independently from mode related variables. Most parameters values of constraints had the expected sign and magnitude: the results reflected the characteristics of the theme parks, such as abundance of natural attractions and poor accessibility in Everland, location of major fun rides indoor in Lotte World, city park like characteristics of Dream Land, and traffic jams in Seoul. Instead of the multinomial logit model, the nested logit model is recommended for future researches because this model more reasonably reflects the real decision-making process in park choice. Development of new methodology too integrate this hierarchical decision-making into choice model is anticipated.

Relationships between neighbourhood environments and residents’ bicycle mode choice: a case study of Seoul

이경환,고은정 서울시립대학교 도시과학연구원 2014 도시과학국제저널 Vol.18 No.3

The purpose of this study is to analyse the characteristics of neighbourhood environments affecting residents’ bicycle mode choice through a case study of Seoul. In this study, neighbourhood environments and other socio-demographic factors were used as explanatory variables in a causal model. The main data source used for this research was the 2006 Household Travel Survey, from which 214,978 observations were selected as the final sample. Statistical analysis was carried out by applying the random intercept logit model. The results of analysing the factors that affect the residents’ bicycle mode choice can be summarized as follows: first, the gender, income, occupation, vehicle ownership status, and residential type have statistically significant correlations with the bicycle mode choice. In addition, the travel time and travel distance affect the bicycle mode choice. Second, a high level of land use mix results in more bicycle travel. However, unlike what is shown in previous western studies, residential density does not have a significant correlation with bicycle travel. Third, the density of bicycle lanes has an effect on the bicycle mode choice, which shows that accessibility to bicycle lanes is an important planning factor in activating bike travel. Fourth, gradients are one of the important factors that affect the bicycle mode choice because residents use bicycles less in regions with steep slopes. Fifth, analysing the destination, like the origin, the land use mix, and bicycle lane density, was found to affect the bicycle mode choice.

잠재적 교통수단선택 계층 분류 및 특성 비교 – 대구시를 대상으로

최동민,정일용 사단법인 인문사회과학기술융합학회 2015 예술인문사회융합멀티미디어논문지 Vol.5 No.4

The high share of specified mode in unspecified multiple trip indicates heavy reliance on that mode. And these mode-choice class may be different from common case in the mode choice behavior for change of the traffic circumstances as such travel time and cost. Generally, it is known that traveler choose mode considering psychometric factors(feelings of autonomy, self-esteem) and habitual behavior besides their own socio-economic characteristics indicators. Accordingly, many researches has investigated on mode choice to reflect psychometric factor or specific preference. In this study, travelers were classified into four groups by their choice frequency of private car and public transit in unspecified multiple trip(car-dependent, car-choice, public transit-choice, public transit-dependent class). And the characteristics of each group were comparative analyzed by applying logistic regression. 통행자의 불특정 다수의 통행에서 특정 교통수단의 선택빈도가 높다는 것은 그 교통수단에 대한 의존도를 나타내며, 통행시간이나 비용의 변화와 같은 교통환경의 변화에 대한 교통수단선택 행태가 일반적인 경우와 다르다고 할 수 있다. 이는 일반적으로 이산선택모형에서 교통수단선택의 효용으로 반영되는 개인의 사회경제적 특성이나 교통수단의 특성 외에 교통수단에 대한 선호도나 습관적 통행행태 등과 같은 심리적인 특성이 영향을 미친다고 볼 수 있다. 이에 본 연구에서는 불특정 다수의 통행에 있어 통행자의 승용차와 대중교통에 대한 선택빈도를 이용하여 승용차 의존층 및 선택층, 대중교통 선택층 및 의존층 네 가지의 교통수단 선택층으로 분류하고 각 계층별 특성을 비교분석하였다.

환경특성을 반영한 잠재계층수단선택모형 개발

배윤경,정진혁,김형진 한국지역학회 2011 지역연구 Vol.27 No.2

Many researches about the relationship land use and mode choice has continuously investigated to understand traveler's environment and mode traits. Apart from individual socio-economic characteristics and mode alternatives, traveler's built environment and land use have an important effects on mode choice. In this research,we analyze the impact on mode choice applying built environment and local public transport service level together. This study employed '2006 travel survey' and used Latent Class Choice Model(LCC)for choice model. We segmented classes which were represented mode choice individually using land use and infrastructure level. Latent class represent different land use patterns, therefore, they can be shown mode choice behavior.

Modeling and Implications of Airport Ground Egress Mode Choice

Ilgin Gokasar,Gurkan Gunay 대한토목학회 2021 KSCE JOURNAL OF CIVIL ENGINEERING Vol.25 No.2

Mode choice of airport ground access has been covered by several studies, but there is a lack of research in the case of airport ground egress; that is, mode choices of inbound passengers for ground trips from the airport to the city center. This study aimed to cover this gap by modeling the ground egress mode choice of passengers, employing mixed logit and comparing it with the multinomial logit model. The data for this research was collected at Istanbul’s Sabiha Gokcen International Airport (SAW) in 2015. Analyses included six modes, namely automobile, pick-up, public transit, taxi, shuttle and public transit (SP), and shuttle and taxi (ST). An important outcome was that a mixed logit model with error components outperformed the multinomial logit model. Results showed that significant variables affecting the ground egress mode choice included the income of the passenger, the cost of a ground trip from the airport, auto ownership status, number of luggage and trip purpose. Passengers are less constrained by ground travel time in their airport egress trips than in their airport access trips. By this, a significant finding was that prioritizing egress trip cost over travel time affected the mode choice.

Enhancing Algorithmic Base for Discrete Choice Modelling

Hyuk-Jae Roh,Ata M. Khan 대한토목학회 2013 KSCE JOURNAL OF CIVIL ENGINEERING Vol.17 No.7

Frequently, discrete choice modelling process is constrained due to lack of information on alternative estimation methods and the inability of commercial software to enable comparative efficiency tests. Further, the underlying numerical operational procedures used in the software are not displayed to the user. This paper reports research on the comparative efficiency of four selected algorithms that are combined with the Maximum Likelihood method in computationally logical way for estimating the parameters of Multinomial Logit travel mode choice model. The algorithms were formulated and numerical experiments were designed for the comparison of their estimation performance in an access to airport mode choice case study. Also, the important factors of econometric model estimation, namely step size, convergence criterion, and initial guessing of the starting points are studied. The process used here can be applied to mixed logit or other discrete choice model formulations. The findings of this research are expected to enhance discrete choice modelling in transportation planning and will be useful to researchers who wish to develop computer code encompassing estimation algorithms of their choice.