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김다혜(Kim, Da-Hye),김주연(Kim, Ju-Yoen) 한국실내디자인학회 2019 한국실내디자인학회 학술대회논문집 Vol.21 No.3
A typical method of analyzing consumer utility in the field of marketing is conjoint analysis. Conjoint analysis is a way in which consumers can measure and predict their preferences by estimating the benefits they give to the attributes of a particular one. That is, a concordant analysis would present respondents with product alternatives that consist of combinations of different attribute levels, and respondents would answer their preference for each alternative, estimating the relative importance of each attribute and the utility of each attribute level. This method has been utilized in major areas of marketing such as concept evaluation of new products, market segmentation, price setting, advertising, competitive structure analysis, and re-establishment of status, and has worked in major ways to help consumers make decisions. Various empirical studies have demonstrated that a concordant analysis has considerable predictability, such as preference and market share. In this study, we evaluated the relative importance of consumers according to their display and the merchandising (activities involving product planning, product promotion, etc.) as a component of VMD in H&B store, which is rapidly growing in scale, and identified the profile of the most preferred VMD configuration through a conjoint analysis. This conjoint analysis is meaningful in that it was extracted from the follow-up surveys of consumers who visited and experienced the actual H&B store.
최진경(Choi, Jin-Kyung),김주연(Kim Ju-Yoen) 한국실내디자인학회 2019 한국실내디자인학회 학술대회논문집 Vol.21 No.1
The purpose of this study was to investigate the visual perception and activation of brain waves in the perception process. To do this, two cafe images suggesting the existing cafe image and remodeling are presented to the user who will use the space as a visual stimulus. It was analyzed the attention·focused characteristics in the perception process of comparing and selecting images in visual stimuli presented through EEG(Electroenphalogram)-Eye tracking experiments. The analysis of the experimental data was limited to the initial time of the experiment, which is the time range of 40 seconds to less than 50 seconds. This research compared the maximum value of the electrode channel with the maximum value of the EEG Raw data over the time range and the Visual Attention data of the fixation frequency per area of interest by the time range. At the same time, visual cortex and activation of EEG were temporally followed by 「frontal lobe / P → parietal lobe / P → temporal lobe / P → prefrontal cortex / W → prefrontal cortex / P → parietal lobe / P → prefrontal cortex / P → temporal lobe / P」. Through the Visual Attention data, This study could see that the visual attention was high in the process of looking at the image of the comparative object because the number of eye fixation was high in the P region and the W region at the beginning of the experiment. In addition, This research observed that the visual stimuli were closely watched in the comparative selection process in the early experimental period of this study due to the activity of the prefrontal and frontal lobes showing attention. At the initial time, the concentration of the EEG–Visual Attention was high, and visual stimuli were given, and it was confirmed that the image given at the beginning was important.