미국자동차시장의 구조분석

Choi InHye(최인혜),Seo Goo Lee(이서구),Seong Keun Yi(이성근) 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.1

  본 연구는 미국의 자동시장의 시장구조를 분석한 것이다. 자동차 시장의 구조분석는 제품의 특성이냐내구재라는 점에서 의의가 있다. 그 동안 시장구조분석은 일반포장소비재를 중심으로 분석되어 왔으나 자동차의 시장구조분석는 자동차의 구매주기가 장기간이며, 다음 구매는 많은 소비자가 상위차급으로 이동한다는 점에서 기존의 분석에 사용되었던 상표전환자료를 사용하는데 한계가 있다. 이 때문에 본 연구에서는 구매고려상표군을 중심으로 우사성지수로 사용하여 시장구조분석을 하였다. 자료는 미국의 자동차구매에 관한 이차자료를 활용하였으며, 자료의 특성상 일부차종에 한정하여 사용하였다. 크게 세가지 형태-비용, 비용-형태, 비구조화의 가설적 시장을 비교분석하였으며, 결과적으로 형태-비용 구조가 가장 우수한 것으로 판단되었다.   Market structure analysis is a very useful tool to analyze the competition boundary of the brand or the company. But most of the studies in market structure analysis, the concern lies in nondurable goods such as candies, soft drink and etc. because of the their availability of the data. In the field of durable goods, the limitation of the data availability and the repurchase time period constrain the study. In the analysis of the automobile market, those of views might be more persuasive.<BR>  The purpose of this study is to analyze the structure of automobile market based on some idea suggested by prior studies. Usually the buyers of the automobile tend to buy upper tier when they buy in the next time. That kind of behavior make it impossible to analyze the structure of automobile market under the level of automobile model. For that reason I tried to analyze the market structure in the brand or company level.<BR>  In this study, consideration data was used for market structure analysis. The reasons why we used the consideration data are summarized as following. Firstly, as the repurchase time cycle is too long, brand switching data which is used for the market analysis of nondurable good is not avaliable. Secondly, as we mentioned, the buyers of the automobile tend to buy upper tier when they buy in the next time.<BR>  We used survey data collected in the U.S.A. market in the year of 2005 through questionaire. The sample size was 8,291. The number of brand analyzed in this study was 9 among 37 which was being sold in U.S.A. market. Their market share was around 50%. The brands considered were BMW, Chevrolet, Chrysler, Dodge, Ford, Honda, Mercedes, and Toyota. ? ratio was derived from frequency of the consideration set. Actually the frequency is different from the brand switch concept. In this study to compute the ? ratio, the frequency of the consideration set was used like a frequency of brand switch for convenience.<BR>  The study can be divided into 2 steps. The first step is to build hypothetical market structures. The second step is to choose the best structure based on the hypothetical market structures, Usually logit analysis is used for the choice best structure.<BR>  In this study we built 3 hypothetical market structure. They are type-cost, cost-type, and unstructured. We classified the automobile into 5 types, sedan, SUV(Sport Utility Vehicle), Pickup, Mini Van, and Full-size Van. As for purchasing cost, we classified it 2 groups based on the median value. The median value was $28,800.<BR>  To decide best structure among them, maximum likelihood test was used. Resulting from market structure analysis, we find that the automobile market of USA is hierarchically structured in the form of "automobile type - purchasing cost". That is, result showed that automobile buyers considered function or usage first and purchasing cost next.<BR>  This study has some limitations in the analysis level and variable selection. First, in this study only type of the automobile and purchasing cost were as attributes considered for purchase. Considering other attributes is very needful. Because of the attributes considered, only 3 hypothetical structure could be analyzed. Second, due to the data, brand level analysis was tried. But model level analysis would be better because automobile buyers consider model not brand. To conduct model level study more cases should be obtained. That is for acquiring the better practical meaning, brand level analysis should be conducted when we consider the actual competition which occurred in the real market. Third, the variable selection for building nested logit model was very limited to some avaliable data. In spite of those limitations, the importance of this study lies in the trial of market structure analysis of durable good.

이단계 군집분석에 의한 농촌관광 편의시설 유형별 소비자 선호 결정요인

박덕병(Park Duk-Byeong),윤유식(Yooshik Yoon),이민수(Minsoo Lee) 한국마케팅과학회 2007 마케팅과학연구 Vol.17 No.3

  본 연구에서는 농촌관광 방문객에게 제공되는 편의시설을 유형화하고 어떤 특징을 가진 방문객이 어떤 편의시설을 선호하는지를 규명하기 위한 방법과 그 분석결과를 제시하였다. 이를 위하여 우선 2단계 군집분석법을 사용하여 농촌관광 편의시설을 유형화하였다. 그 다음으로 군집분석에 사용되는 변인이 범주형 변인이 있을 경우 전통적인 군집분석 방법을 적용할 수 없기 때문에 2단계 군집분석을 하였다. 본 연구는 2단계 군집분석법이 범주형 변인으로 측정된 농촌관광의 편의시설을 유형화하는 데 매우 유용하다는 것을 보여 주고 있다. 다중로짓 모형을 사용하여 특정 편의시설 유형을 선호할 확률에 영향을 미치는 농촌관광 방문자의 사회인구학적 특성과 여행특성을 규명하였다. 즉, 다중로짓 모형을 통해 참조항(일반농가형)으로 설정된 편의시설 유형에 비해 특정 편의시설을 선호할 확률에 영향을 미치는 소비자의 특성을 규명할 수 있다는 것이 본 연구의 특징이다.   1. Purpose<BR>  Rural tourism is made by individuals with different characteristics, needs and wants. It is important to have information on the characteristics and preferences of the consumers of the different types of existing rural accommodations. The study aims to identify the determinants of consumer preference by type of accommodations.<BR>  2. Methodology<BR>  2.1 Sample<BR>  Data were collected from 1000 people by telephone survey with three-stage stratified random sampling in seven metropolitan areas in Korea. Respondents were chosen by sampling internal on telephone book published in 2000. We surveyed from four to ten-thirty o"clock afternoon so as to systematic sampling considering respondents" life cycle.<BR>  2.2 Two-step cluster Analysis<BR>  Our study is accomplished through the use of a two-step cluster method to classify the accommodation in a reduced number of groups, so that each group constitutes a type. This method had been suggested as appropriate in clustering large data sets with mixed attributes. The method is based on a distance measure that enables data with both continuous and categorical attributes to be clustered. This is derived from a probabilistic model in which the distance between two clusters in equivalent to the decrease in log-likelihood function as a result of merging.<BR>  2.3 Multinomial Logit Analysis<BR>  The estimation of a Multinomial Logit model determines the characteristics of tourist who is most likely to opt for each type of accommodation. The Multinomial Logit model constitutes an appropriate framework to explore and explain choice process where the choice set consists of more than two alternatives. Due to its ease and quick estimation of parameters, the Multinomial Logit model has been used for many empirical studies of choice in tourism.<BR>  3. Findings<BR>  The auto-clustering algorithm indicated that a five-cluster solution was the best model, because it minimized the BIC value and the change in them between adjacent numbers of clusters.<BR>  The accommodation establishments can be classified into five types: Traditional House, Typical Farmhouse, Farmstay House for Group Tour, Log Cabin for Family, and Log Cabin for Individuals.<BR>  Group 1 (Traditional House) includes mainly the large accommodation establishments, i.e. those with Ondoll style room providing meals and one shower room on family tourist, of original construction style house. Group 2 (Typical Farmhouse) encompasses accommodation establishments of Ondoll rooms and each bathroom providing meals. It includes, in other words, the tourist accommodations known as "rural houses." Group 3 (Farmstay House for Group) has accommodation establishments of Ondoll rooms not providing meals and self cooking facilities, large room size over five persons. Group 4 (Log Cabin for Family) includes mainly the popular accommodation establishments, i.e. those with Ondoll style room with one shower room on family tourist, of western styled log house. While the accommodations in this group are not defined as regards type of construction, the group does include all the original Korean style construction. Finally, group 5 (Log Cabin for Individuals)includes those accommodations that are bedroom western styled wooden house with each bathroom.<BR>  First Multinomial Logit model is estimated including all the explicative variables considered and taking accommodation group 2 as base alternative. The results show that the variables and the estimated values of the parameters for the model giving the probability of each of the five different types of accommodation available in rural tourism village in Korea, according to the socio-economic and trip related characteristics of the individuals. An initial observation of the analysis reveals that none of variables income, the number of

단독주택지내 상업 업종 특성 및 입지 형태 분석

최열,이백호 대한국토·도시계획학회 2006 國土計劃 Vol.41 No.2

The aim of this research is to analyze the characteristics and behavior on commercial facilities within single-detached residential unit in Chang-won City. The multinomial logit model is employed as the empirical methodology. For this, we established the data on land use, width of road, azimuth, and so on into GIS data system and computed a distance to single-detached residential unit from the center of commercial areas, industrial areas, and facilities through GIS network analysis. The major findings are as follows: The retail facilities are more likely to locate as having more nearness to general commercial area, quasi-residential area, industrial area, educational facility. And the food and recreation service is more likely to locate as having more nearness to central commercial area, distributional commercial area, quasi-residential area, and industrial area. It also shows that the neighborhood convenience service's location is highly dependent on the nearness to educational facilities. Finally, the location type to denote business, manufacture, construction, and so on is more associated with the nearness to general commercial area, quasi-residential area. We concluded from this research that the location form of the business types within single-detached residential unit is considerably different in accordance with its adjacent zoning and major facilities. These results will be helpful to policy makes and planners when establishing and designing future single-detached residential unit, or similar site.키 워 드 상업입지, 상업용도, 단독주택지, GIS 네트워크분석, 다항로짓모형 Keywords Commercial Location, Commercial Use, Single-detached Residential Unit, GIS Network Analysis, Multinomial Logit Model

An analysis of different types of advertising media and their influence on consumer preferences and purchase intentions for digital cameras

안중하,이창원,이종수,Michael Paik 한국마케팅과학회 2012 마케팅과학연구 Vol.22 No.4

This study analyzes consumer preferences for different types of advertising media: print media, the Internet, salespersons, and a new type of media1– an innovative information delivery device based on Microsoft’s multi-touch screen and a single-touch sensor bar. We chose three kinds of digital cameras for our study and analyzed how different types of advertising media influence purchase intention. We used mixed logit model and multinomial logit–OLS two-stage estimation method for this analysis. Our results show that the Internet had the highest influence on consumers’ purchase intentions. The new type of media had the second highest influence. This study reveals that advertisements which use new types of media can positively influence consumers. These findings can inspire companies to use new types of advertising media to develop their advertising strategy portfolios. This proposed model is applicable to other products and types of advertising media in order to analyze consumer preferences and purchase intentions.

대학 교육이 초기 경력자의 고용 형태에 미치는 영향에 대한 연구

황민철 ( Hwang Min-chul ),이승은 ( Lee Seung Eun ),전미양 ( Jun Miyang ),이지은 ( Lee Jieun ),장익현 ( Jang Ikhyun ) 가톨릭대학교 정부혁신생산성연구소 2017 정부와 정책 Vol.9 No.2

한국 사회에서 대학 교육은 좋은 직장을 가지기 위한 수단으로 인식되고 있다. 그러나 대학 진학률의 폭발적인 증가와 노동유연성을 강조하는 신자유주의적 경제 개혁으로 인해 노동 시장에서의 비정규직의 증가와 청년 실업률의 증가가 사회적 문제로 대두되고 있다. 본 연구는 한국 사회에서 대학 교육이 과연취업 여부와 직장의 안정성 여부에 어떠한 영향을 미치는지 고찰하고자 한다. 기존 연구에서 대학교육의 외적인 측면을 주로 사용했던 것과는 달리 본 연구에서는 대학 교육의 내용적 특성, 즉 질적 측면을 강조하여 변수화하고자 시도하였다. 전문대졸 이상 비취업/비정규직/정규직으로 나누어 다항 로짓분석과 비정규/정규직으로 나누어 로짓분석을 실시하였다. 분석결과, 대학졸업장 자체는 취업에 유의미한 결과를 가져오지 않았고, 재학 시절의 인턴십 경험여부가 취업의 가능성과 정규직의 가능성을 유의미하게 더욱 증가시켜주는 것으로 나타났다. 즉 대학 졸업 자체가 아니라 대학 교육에 있어서 산학연계 등을 통해 학생들에게 실질적이고 효과적인 실습과 경험을 쌓게 하는 것이 향후 더욱 더 안정적인 직장을 가질 수 있는 발판이 되어주는 것으로 나타났다. The college education is regarded as most important condition to get a decent job in Korea. However, college entrance rate which has increased very fast and economic reform focusing on labor flexibility induces serious social problems, such as increase of youth unemployment rate and non-regular workers. Therefore this research examines the impact of college education on the quality of employment. Previous studies mainly focused on external condition, such as geographical location of school or hierarchical status of school but this research attempts to measure the quality of college education. Firstly individuals with college degree are divided into three categories, unemployment, non-regular job and regular job, then multinomial logit and binomial logit models are employed for analysis. As a result, college degree per se is not significant but internship experience has significant impact to improve the quality of job the graduates get. In other words, the quality of college education is more important than college degree per se in finding decent job. In addition, it is also important for schools to make network with employer so they can help their students to get opportunities for internship or apprenticeship useful for students` future job.

고등학교 3학년 학생의 방과 후 생활시간 활용 유형과 결정요인 분석

박현정(Park, Hyun-Jeong),손윤희(Son, Yoon-Hee),김전옥(Kim, Junok) 한국청소년정책연구원 2017 한국청소년연구 Vol.28 No.2

이 연구는 고등학교 3학년 학생의 방과 후 생활시간의 활용 유형과 영향요인을 분석하였다. 분석을 위하여 한국청소년정책연구원의 KCYPS 중1 코호트 6차 년도 데이터를 활용하였으며, 결측 사례를 제외한 1,272명을 연구 대상으로 선정하였다. 잠재프로파일분석(Latent Profile Analysis)의 주요결과는 다음과 같다. 첫째, 고등학교 3학년 학생의 방과 후 생활시간에 관한 잠재 집단의 수는 4개로 나타났다. 청소년의 소속 비율은 자기주도학습 집단, 공부 병행 집단, 여가 위주 집단, 사교육 의존집단 순으로 높은 것으로 나타났다. 둘째, 잠재프로파일을 예측하는 영향요인으로는 성별, 본인 및 부모의 희망교육수준, SES, 어머니의 근로여부가 유의한 영향을 미치는 것으로 나타났으며, 부모와 진로관련 대화정도는 유의한 영향을 미치지 않는 것으로 나타났다. 구체적으로 여가 위주 집단에 비하여 공부 병행 집단, 자기주도학습 집단 또는 사교육 의존 집단에 속할 승산은 본인 및 부모의 희망교육수준이 높을수록 높아지는 것으로 나타난 반면, 어머니가 직장에 다니는 경우에는 낮아지는 것으로 나타났다. 또한 부모의 희망교육수준은 자기주도학습 집단에 비하여 공부 병행 집단에 속할 승산과 정적 관계에 있는 것으로 나타났다. 이와 같은 결과는 청소년이 보내는 방과 후 생활시간은 하위 그룹에 따라 다른 패턴으로 나타나며, 개인요인뿐만 아니라 부모요인이 청소년이 방과 후에 보내는 시간을 결정한다는 사실을 나타냈으며, 주요 결과를 바탕으로 연구의 의의와 후속 연구에 대한 제언을 논의하였다. This study analyzed the latent profiles of after-school time use amongst the third graders in high school with the predictors of the latent profiles. The 6th wave data of the middle school cohort from the Korean Children & Youth Panel Study was used for this analysis. After excluding missing values, the sample ended up consisting of 1,272 high school students. The research results were as follows. First, there were four latent profiles amongst the third graders in high school studied, distinguished by their after-school time use patterns. The self-regulated learning group had the largest number of students, followed by the study-oriented group, the recreation-oriented group and the private education group, sequentially. Second, gender, students’ and parents’ expected levels of education, SES and mother’s work were statistically significant predictors of the latent profiles, while having had discussions with parents about their future careers was not significant. More specifically, the odds of belonging to study-oriented group, self-study group and private education group, compared to recreation-oriented group, increased as expected level of education of parents and students themselves went higher, while the odds decreased when students’ mothers had a job. Expected level of education of parents was also positively related to the odds of belonging to study-oriented group and private education group, compared to self-study group. These results showed that the after-school time use patterns of adolescents differed across sub-groups and students’ and parents’ predictors were both significant in explaining after-school time use of adolescents. Based on these findings, the implications of this study and the direction for future work in this area were discussed.

지식재산 투자와 관리가 기업의 무형자산가치에 미치는 영향에 대한 연구

성웅현(Oong-Hyun Sung),조경선(Kyeong-Seon Jo) 한국기술혁신학회 2009 기술혁신학회지 Vol.12 No.2

기업의 지식재산 투자와 관리 역량은 기업경쟁력 강화를 통해서 기업가치와 무형자산가치를 창출할 수 있는 핵심 요인이다. 본 연구의 목적은 지식재산 투자와 관리 역량과 연관된 주요 변수들이 무형자산가치 범주를 구분하는데 미치는 영향을 통계적으로 검정하는 것이다. 지식재산 관리 실태조사 결과 특허관리 역량은 전반적으로 충분하치 못한 것으로 나타났고, 디자인 관리 및 브랜드 관리 역량은 미흡한 것으로 나타났다. 다변량 분산분석 결과 무형자산가치 범주간 지식재산 투자와 관리 변수의 평균차이가 유의한 것으로 나타났다. 다항로짓 판별분석 결과 연구개발비 비율과 특허관리 역량이 무형자산 가치 범주를 판별하는데 유의한 영향을 미치는 것으로 나타났으나, 광고선전비 비율은 유의한 영향을 미치지 않는 것으로 나타났다. 디자인 및 브랜드 관리 역량은 범주간 다른 유의수준을 보이고 있다. 결론적으로 무형자산가치 창출을 위해서 기업의 지식재산 투자와 더불어 지식재산 관리 역량 개선을 위한 전략적 정책이 절실히 요구된다. Intellectual Property(IP) investment and its management are an key driver to create corporate value and intangible asset value through corporate's competitiveness. The purposes of this study are to survey capability of IP management and assess the effects of IP investment and its management on the separation into groups of intangible asset value. In order to attain those purposes of this study, sample companies were taken and categorized into three groups by the level of intangible asset value ratio, and data for IP investment such as R&D expenditure and advertising expenditure were collected from 90 manufacturing companies, and data for IP management capability about patent, design and brand were taken through survey. The final results showed as followed: First, IP management capability were generally not sufficient in the results of survey. Second, mean vector for the four variables were significantly different among three groups in multivariate analysis variance. Third, the order of their contribution to separating the groups were R&D expenditure, advertising expenditure, patent management, management of design and brand in canonical variate analysis. Fourth, R&D and patent management capability were significantly related to the separation of three groups, while advertising expenditure were not significant and management of design and brand were not sure of significance in multinomial logit discriminant analysis. Fifth, exploratory power of the discriminant model were estimated by 53% in classification analysis. Finally, strategic policy for IP investment and its management should be taken urgently to create intangible asset value and to improve the capability of its management.

1인 가구 주택 의사결정지원시스템 구축을 위한 연구

오대식(Oh, Dae-Sick),지승열(Ji, Seung-Yeul),전한종(Jun, Han-Jong) 대한건축학회 2014 대한건축학회논문집 Vol.30 No.12

There are many changes in environment of housing market along with changes in economic, social and cultural environment. Supply of housing provider focused on the provider has changed to providing house for consumer’s needs and preferences. However, there is not a systematic decision maleng way for stakeholders and subjective information provided such as scientific statistics and result through analysis. Among derived issues, the critical part is absences of decision support platform between consumers and providers. This research presents segmentation of householder’s desire upon increased level of living and quality of life according to historical background, and duty required for consumer based residential environment, upon promotion of residential satisfaction. This research is carried on using housing survey of Ministry of Land, empirical analysis of housing choice through development of prediction models and building decision support system.

관성 및 다양성추구 상태의 비대칭성에 관한 연구 -구간통합 다항로짓분석을 활용하여

이승연 ( Seung Yon Lee ) 한국지식경영학회 2013 지식경영연구 Vol.14 No.1

Customer`s purchase state consists of purchase inertia and variety-seeking. As the growing brand familiarity triggers the increase of brand attractiveness, customers purchase state will be of inertia. However the excessively growing brand familiarity ignites the decrease of brand attractiveness. Followingly the purchase state will be tend to plunge into the variety-seeking state. The main topic of this study is to validate the asymmetric formation of customer`s purchase states between inertia and variety-seeking. In order to follow up the main topic, this article introduces a model to freely describe the velocity of value changes depending upon the purchase states. This model will help overcome the limitation of the past studies having been based on the symmetric value changes. Based on this approach marketer will be able to decide the timing of sales promotions. This research utilized local telecommunication carrier`s database of smartphone application purchase/download records. This database was collected from two years (2009 and 2010) span, the time when the smartphones started commodifying in Korea whilst most of the past studies had used purchase data of maturity stage products. From this approach utilizing the introduction stage data in the product life cycle, the probability of brand choice depending upon the purchase state on the early-stage can be probed. Moreover, this study tries to expand the research methodology from the other areas of research by knowledge sharing. Here this study introduces the methodology of section-aggregated multinomial logit to simultaneously estimate the parameters that were included in the plural multinomial logit functions while the plural functions were inter-connected. This adoption of section-aggregated multinomial logit model procedures from the computerized statistics areas is expected to nourish the marketing research for more precise analysis and estimation of effects of marketing activities.

Analysis of Vehicle Demand by Fuel Types including Hydrogen Vehicles

박유현,김지영,이윤 한국환경경제학회 2023 자원·환경경제연구 Vol.32 No.3

This study analyzes the potential demand for automobiles based on fuel type using survey data in Korea. The dependent variable of the model is the future desired fuel type, including gasoline, diesel, hybrid, electricity, and hydrogen. The main explanatory variables are the respondent demographic characteristics, key reasons for choosing vehicle fuel type and environmental awareness extracted via principal component analysis (PCA). Using a multinomial logit (MNL) model, we find that respondents who consider fuel economy and infrastructure increase the demand for a hybrid car but decrease the demand for electric and hydrogen vehicles. The denial-types increase the demand for gasoline (petrol) and diesel (light oil), and decrease the demand for electric vehicles. The anxiety-types increase the demand of hybrid vehicles, and decrease the demand for electric vehicles. In contrast, in the case of pro-types, the demand for diesel (light oil) hydrogen vehicles decreased.