사회신뢰와 국가의 부 창출과정

박상준 ( Sang June Park ) 한국소비자학회 2012 소비자학연구 Vol.23 No.2

사회신뢰는 거래비용을 줄이고 집단적 문제를 해결하는데 도움을 줌으로써 협력에 긍정적 영향을 미치고, 궁극적으로는 국가의 경제적 성과를 증대시키는 것으로 알려져 있다. 사회자본의 핵심요소의 하나인 사회신뢰는 사회구성 원 간의 상호작용에 있어서 이러한 긍정적 역할로 인하여 다양한 학문분야에서 관심을 받아 왔다. 열심히 일하는 것에 대한 사회적 가치인식이 높으면 사회구성원들이 열심히 일하게 되고 이것이 국가의 부를 증대시키게 된다. 그러나 열심히 일하는 것에 대한 긍정적 가치인식이 사회신뢰에 미치는 영향에 대해서는 선행연구에서 관심이 부족했다. 본 연구에서는 열심히 일하는 것에 대한 긍정적 인식이 사회신뢰에 미치는 영향을 미치는지 분석하고 있다. 이 러한 연구목적을 위해 145개국 대상으로 조사된 세계가치조사 자료를 이용하여 열심히 일하는 것과 관련된 가치인 식과 사회신뢰간의 관계를 분석하였다. 사회신뢰는 대다수의 사람들을 신뢰할 수 있다고 생각하는지에 관한 질문을 이용하였고, 열심히 일하는 것에 대한 가치인식은 2가지 문항으로 측정되었다. 첫 번째 가치인식 변수는 "모든 것이 운명에 의해 결정되는 것이 아니고 자신의 노력에 결정된다."라는 문항으로 측정되었고, 두 번째 가치인식 변수는 "운과 배경보다는 열심히 일함으로써 생활이 나아진다."라는 문항으로 측정되었다. 분석결과, 열심히 일하는 것과 관 련된 가치인식은 사회신뢰에 긍정적으로 영향을 미치는 것으로 나타났다. Other-regarding preferences (ORPs) such as trust, reciprocity and altruism are integral elements in economic transactions between companies, between consumers and retailers, between employers and employees, and in determining economic performance. Especially, social trust has been given a great deal of attention across an array of academic disciplines for its role in promoting cooperation among individuals and groups and for its positive influence on the economic performance of corporations. The crucial role of social trust for decision-making and economic performance has been recognized for a long time. Social trust stands for the social structure of a country and enables the investigation of the relationship between social and economic development. For example, the trust game proposed by Berg et al. (1995) demonstrated that individuals are able to achieve a higher but uncertain payoff by trusting that the anonymous counterpart is willing to cooperate and reciprocate the trust placed. Most studies (including World Values Survey) describe Korea as a low-trust society than Japan or China, even though a few studies find the evidences that social trust in South Korea is no less than those in other east asian countries. The argument created serious concerns for Korean scholars. The literature showed that income inequality and corruption best explains why social trust in Korea is lower than other east asian countries. The term "social trust", which is generalized interpersonal trust, is distinguished from trust embedded in personal relations, or "particularized thick trust". The most widely used question on social trust in surveys is "In general, do you agree that most people can be trusted or that you can`t be too careful in dealing with other people?". The general social survey has asked this same question since in the US, and the World Values Surveys, and European Values Study has used the same question. Social development in the form of higher trust is supposed to be strongly related to economic development. In other words, social trust increases the wealth of nation because social trust has positive influence on economic performance of corporations. The wealth of nation can be considered as aggregation of individuals` wealths in a nation. Thus, one can interpret that social trust increases the wealth of nation if it increases each individual`s wealth. It is possible to accumulate wealth when each individual works hard and when individuals cooperate with each other (or when transaction costs is low) because social trust increases cooperation and it reduces transaction cost (and it helps solve collective action problems). Previous studies have focused on the role of social trust in increasing cooperation and in reducing transaction cost. However, few study focuses on the relationship between social trust and individuals` perception on hard work. The salient value similarity (SVS) model explains that social value influence social trust. Thus, this paper investigates if individuals` perception on hard work influences on social trust because individuals` perception related to hard work represents a social value. Used is the World Values Survey (WVS) data for 55,090 respondents (The number of male is 26,692 and that of female was 28,398.) from 155 nations (including Korea, USA, Spain, Chile, Norway, and so on.). The average age of the respondents was 41.9. The World Values Survey (WVS) is a global research project that explores people`s values and beliefs, how they change over time and what social and political impact they have. It is carried out by a worldwide network of social scientists who, since 1981, have conducted representative national surveys. The WVS is the only source of empirical data on attitudes covering a majority of the world`s population (nearly 90%). The social trust was measured by degree to which a respondent thinks that most people can be trusted. The perceptions on hard work were measured with 2 questions: The first one is that "Hard work does not generally bring success: it´s more a matter of luck and connections. - In the long run, hard work usually brings a better life.", and the second one is that "Everything is determined by fate. - People shape their fate themselves." To test the effects of the two perceptions on the social trust, this study used the GLM (Generalized Linear Model) in which the factors were gender, nation, income, marital status, and the covariates were the two perceptions and age. The results showed that the social trust is positively influenced by the perceptions (related to hard work). The respondents, who perceive that hard work usually brings a better life (or who perceive that hard work generally bring success: it is not a matter of luck and connections) and who perceive that people shape their fate themselves (or who perceive that everything is not determined by fate), showed higher social trust. This implies that the wealth of nation is affected directly and indirectly through social trust by individuals` perception on hard work. Additionally, this study found that the social trust is different by regional area, income class, and marital status. First, the countries in North Europe have higher social trust than those in the other regional areas (e.g., Asia, America, and Africa). Second, the high income classes have higher social trust than the lower income classes. Third, persons who are married have higher social trust than those who are divorced or separated.

최후통첩게임에서 의사결정 상황의 영향

박상준(Sang-June Park),천도정(Do-Jeong Cheon) 한국경영과학회 2008 經營 科學 Vol.25 No.2

In the ultimatum game two players have to divide a certain amount of money between them. One player is the allocator and proposes a division of the money. The other is the recipient and can either accept or reject the proposed division. If the recipient accepts, the money Is divided as proposed. If the recipient rejects, however. both players receive nothing. Purchase decisions could be classified on two basic factors (or dimensions) : involvement and think/feel in the FCB grid model. In this study we studied the influences of the two factors in purchase decisions on the choice of strategy (or propensity to fairness) in the ultimatum game. The empirical study showed that a decision maker chooses rational strategy more frequently when he (or she) is thinkful (or cognitive) in high involvement level.

한국, 일본, 중국, 미국의 경쟁과 부에 대한 인식과 사회신뢰

박상준(Sang-June Park) 한국경영과학회 2012 한국경영과학회지 Vol.37 No.1

Other-regarding preferences (such as trust, reciprocity and altruism) between companies, between consumers and retailers, and between employers and employees are integral elements in determining economic performance. Social trust which is a core element of social capital, especially, is known to reduce transaction costs, help solve collective action problems, and contribute to economic, social, and political development. Therefore, social trust has been given a great deal of attention across an array of academic disciplines for its role in promoting cooperation among individuals and groups, and for its positive influence on economic performance. Most studies describe Korea as a low-trust society than Japan or China. To identify the causes of social trust, this paper focuses on differences of social values (perception on competition and wealth accumulation) in 4 countries (Japan, China, Korea, and United States). Based on World Values Survey data, this paper analyzes effects of the social values on social trust. Social trust was measured by degree to which a respondent thinks that most people can be trusted. Perception on competition was measured by the degree to which a respondent thinks that competition is harmful, and perception on wealth accumulation was done by the degree to which a respondent thinks that wealth can grow so there is enough for everyone. The results showed that social trust was affected by perception on competition and wealth accumulation. A respondent showed higher level of social trust when he (or she) perceived positively competition and wealth accumulation. For enhancing social trust in a country, it is not easy to reduce income inequality and corruption which were reported as causes of social trust by previous studies. Compared to them, social values can be changed more easily by various concrete measures like education and mass-media. Differently from previous studies this paper stresses the concrete measures to enhance social trust in a country.

고객만족과 고객충성도의 관계에서 소비자 관여도의 조절효과

박상준(Sang-June Park),이영란(Yeong-Ran Lee) 한국경영과학회 2017 經營 科學 Vol.34 No.3

This study investigates the effect of consumer involvement in the relationship between customer satisfaction and loyalty (which is measured as consumers’ repurchase and WOM intentions). Previous research has presented inconsistent implications on the role of consumer involvement in the relationship. Some researchers have presented the empirical results showing that consumer involvement moderates the relationship, whereas others have done the empirical results implying that the consumer involvement does not moderates. In sum, the previous empirical studies have provided the inconsistent empirical results that consumer involvement may be a moderator or a non-moderator in the relationship between customer satisfaction and loyalty. Thus, we start this research with two research questions: “Does consumer involvement has a moderation effect on the relationship between-customer satisfaction and loyalty across various service industries?” and “Can the moderation effect of consumer involvement be detected differently depending on the statistical methods used to probe the moderation effect?” A questionnaire survey was conducted in the context of four service categories: eight service firms for fast food, four firms for family restaurant, four firms for movie theater and four firms for Bakery. Hierarchical regression analyses (moderated regression analyses) and chi-square difference tests were used to identify the role of consumer involvement in the relationship between customer satisfaction and loyalty. The empirical results show that there does not exist the difference in the moderation effects of consumer involvement identified by the two statistical methods (i.e., hierarchical regression analyses vs. chi-square difference tests), however, that there exists the difference in the identified moderation effects of consumer across service categories. In the final section, we summarize the implications and re-interpret the empirical results provided in the previous studies.

고객만족 포화 상황에서 마케팅 자원의 효율적 투자에 관한 이론적 연구

박상준(Sang June Park) 한국마케팅학회 2012 마케팅연구 Vol.27 No.3

많은 기업들이 고객만족을 통해 기업의 성과를 제고하고자 노력하고 있다. 고객만족을 기업의 마케팅 통제변수로 활용하기 위해서 고객만족에 대한 측정은 필수적이며, 이에 따라 다양한 고객만족지수(American Customer Satisfaction Index, National Customer Satisfaction Index, Korean Customer Satisfaction Index 등)가 개발되어 지난 10여년 넘게 활용되어 왔다. 고객만족지수에 대한 선행연구들은 고객만족도가 지속적으로 증가해 왔으나, 고객만족도의 증가율은 감소되고 있으며, 경쟁이 치열한 동일업종 내 개별 기업의 고객만족도의 차이가 감소하고 있음을 지적한 바 있다. 본 연구에서는 고객만족도의 증가율이 감소되고 고객만족의 격차가 감소하는 상황에서 조직체(특히 기업)들은 향후 어떠한 마케팅 전략을 수립해야 할지를 분석하기 위해 소비자선택모형에 기반한 분석결과를 제시하고 있다. 분석결과, 경쟁기업 간 고객만족의 격차 감소에 따라 고객만족의 상대적 중요도는 감소하고 가격과 광고(혹은 판촉)와 같은 마케팅 활동의 중요도는 상대적으로 증가하는 것으로 나타났다. As most companies and public institutions have adopted customer satisfaction management, customer satisfaction is no longer special, but essential to any organization. To manage customer satisfaction many organizations have measured and managed the customer satisfaction index. As the results, customer satisfaction has gone up over the last decade. Companies invest a lot of resources to improve customer satisfaction, but the investment required increases rapidly compared to the past when the customer satisfaction index is saturated. Note that one cannot expect it to increase continuously because the maximum customer satisfaction index is 100. Previous studies find that the customer satisfaction index improves with time but the increase gap is getting low and the score gap in competitive companies decreases. Under such a market situation the customer satisfaction strategies (that companies and public institutions have focused on so far to survive) should be changed. This study aims to suggest some strategical implications under the market situation that the customer satisfaction is saturated and the score gap in competitive companies decreases. To achieve this goal, the present study reviews previous studies on the overall customer satisfaction index and the dynamic changes in the customer satisfaction index, and it suggests marketing strategies for companies by developing the consumer choice model based on the empirical findings and analyzing it. At the core of the consumer choice model are the assumption that a consumer utility consists of the reservation price, the market price, and the random component, and the assumption that the reservation price at the current time is defined by the reservation price at the previous time, the consumer satisfaction level at the previous time, and the marketing activities like advertising (or promotion) at the current time. This formulation follows Kuehn(1962)`s linear learning model. In addition, this paper assumes that the sensitivity of each marketing variable depends on the variance of the variable. The variance represents the differences in the marketing activities of the companies in the same industry. This assumption follows the range theory. Through the proposed consumer choice model developed under these basic assumptions, the strategic implications about companies are drawn when the customer satisfaction is saturated and the score gap in competitive companies decreases. If the score gap in the same industry decreases with time, the derived consumer choice model shows that the relative importance of advertising (or promotion) and price becomes larger compared to the relative importance of customer satisfaction. This result implies that companies should decrease marketing resources in customer satisfaction less than before. Furthermore, they should increase their marketing resources in price and advertising (or promotion). However, this result does not mean that customer satisfaction is not important no more. As companies need something like customer value and customer impression over customer satisfaction improvement for successful business, their paradigm should be changed from customer satisfaction to customer value or customer delight. Furthermore, customer satisfaction cannot be ignored for companies because total utility obtained from customer satisfaction increases despite the decreasing marginal utility obtained from customer satisfaction. Even though the effects of the customer satisfaction in competition become lower, but the positive effect of customer satisfaction should not be ignored. In addition, the business of customer value and customer delight cannot be practical without customer satisfaction management. If companies reach a critical level enough to satisfy customers, they should focus on something over customer satisfaction. Those that don`t satisfy customers yet should try to improve customer satisfaction to the level by seeking for an optimum level of customer

의료서비스 품질 척도의 신뢰도와 타당도 검정

박상준(Sang-June PARK) 전북대학교 산업경제연구소 2010 아태경상저널 Vol.2 No.1

의료서비스 품질에 대한 지각된 품질은 환자와 보호자 모두의 평가에 긍정적으로 영향을 미치고, 최종적인 병원선택에 영향을 미치게 된다. 최종 소비자인 환자의 만족이 매우 중요하지만, 영향력 행사자, 구매자 등의 역할을 수행하는 보호자 만족 역시 의료서비스 제공자 입장에서 매우 중요하다. 의료서비스 품질이 환자와 보호자 만족에 미치는 영향을 파악하기 위해서는 기본적으로 의료서비스 품질을 측정할 수 있는 척도 개발이 매우 중요한데, 선행연구자가 의료서비스 구매의사결정과정에서 참여하게 되는 환자와 보호자 모두에게 적용할 수 있는 서비스품질 척도 - 5개 차원(진료절차, 전문성, 친절성, 편리성, 청결성)과 19개 문항 - 를 제시한 바 있다. 그러나 제시된 척도가 신뢰성과 타당성을 검증받지 못해서 활용에 제한받고 있는 한계점이 있기 때문에, 본 연구는 선행연구에서 사용된 자료를 활용하여 해당 척도가 환자와 보호자 모두 적용될 수 있는지에 관한 타당성과 신뢰성 검증을 실시하였다. 220명의 환자와 220명의 보호자를 대상으로 하는 구조화된 설문지로 측정된 자료를 이용하여, 탐색적 요인분석과 확인적 요인분석을 통해 5개 차원의 타당성과 신뢰성을 분석하였고, 환자집단과 보호자집단에 적용할 수 있는지 검증하기 위해 측정불편성(measurement invariance) 검정을 실시하였다. A favorable perceived quality of medical treatment service has a considerable impact on patients' and their guardians' evaluations and therefore influences their subsequent choosing a hospital. For management of both patients' and guardians' satisfaction it is very important to develop and utilize a robust scale for medical service quality. A previous study proposed a scale for measuring medical service quality, however, it did not demonstrate its reliability and validity. Thus this paper evaluates reliability and validity of the scale. Moreover, it investigates whether or not the scale can be applied to both patients and guardians. The data was gathered by using a structured questionnaire from 220 patients and 220 guardians. Based the factor analyses (EFA and CFA), this paper tests reliability and validity for the five factors of medical service quality - process, speciality, kindness, convenience of facilities, and cleanness. Then, it tests the measurement invariance to check that one can apply the scale to the both groups (patients and guardians).

인물의 매력에 관련된 아름다움의 차원

박상준 ( Sang June Park ),이영란 ( Yeong Ran Lee ),김은정 ( Eun Jeong Kim ) 한국감성과학회 2008 감성과학 Vol.11 No.2

우량고객 유형별 서비스 품질전략의 차별화

박상준 ( Sang June Park ),손삽 ( Sa Sun ) 한국고객만족경영학회 2015 고객만족경영연구 Vol.17 No.2

파레토법칙(80:20 법칙)에 따르면 20% 우량고객이 수익의 80%를 차지한다. 많은 기업들은 이에 근거하여 고객집단을 우량고객과 일반고객으로 구분하여 차별화된 서비스를 제공하려는 시도를 해왔다. 본 연구에서는 거래빈도와 거래금액 기준에 따라 우량고객과 일반고객을 ‘80:20 법칙’에 근거하여 구분하고, 고객집단(우량고객 vs. 일반고객)별 서비스품질 평가과정에 어떠한 차이가 있는지 분석하고자 하였다. 실증분석에서는 햄버거, 피자, 베이커리 전문점을 대상으로 SERVQUAL 서비스품질을 기반으로 고객만족을 평가하는 경향에 있어서 거래금액 기준의 우량고객과 일반고객 간, 거래빈도 기준의 우량고객과 일반고객 간에 차이가 있는지 분석하였다. 분석결과, 구매금액 기준으로 분류된 일반고객보다 우량고객의 경우에 서비스품질을 기반으로 고객만족을 평가하는 경향이 높은 것으로 일관성 있게 나타났지만, 구매빈도 기준으로 분류된 일반고객과 우량고객의 비교에서 서비스품질을 기반으로 고객만족을 평가하는 경향에 집단 차이가 일관성 있게 나타나지는 않았다. 이러한 연구결과로부터 다음과 같은 실무적 시사점을 도출할 수 있다. 구매금액 기준으로 우량고객을 구분한 경우 우량고객들은 서비스품질에 대해 상대적으로 민감하기 때문에 서비스품질 관리에 보다 신경을 써야 하며, 일반 고객들은 서비스품질에 대해서는 상대적으로 민감하지 않기 때문에 가격, 제공되는 제품 품질, 회사의 이미지 등의 서비스품질 외적 요소에 보다 많은 관심을 갖고 있어야 한다. 반면 구매빈도 기준으로 고객을 구분했을 때는 구분된 고객집단별로 서비스 평가과정이 이질적이지 않기 때문에 우량고객 대상의 차별화된 서비스전략을 구사하기 위해서는 구매빈도 이외의 추가적인 고객 분류기준이 요구된다. Previous research has interested in service quality because the delivery of higher service quality is the strategy that may posit service providers more effectively in the competitive market place. Recently, a researcher showed that service quality predicts customer satisfaction in the higher involvement group better than in the lower involvement group. This implies that consumers` evaluations on service quality are affected by consumers` involvement. This paper classifies superior customers in terms of monetary and frequency which are used in RFM (Recency-Frequency-Monetary) analysis for customer segmentation, and compares the predictability of service quality on customer satisfaction by the types of superior customers. Note that the monetary and frequency may affect consumers` involvement. The comparison provides some insights for how marketers should differentiate service quality strategies by the type of superior customers which are classified in terms of monetary and frequency.

복부 고형장기 손상을 동반한 안정 골반골 골절의 특성

박상준 ( Sang June Park ),김선휴 ( Sun Hyu Kim ),이종화 ( Jong Hwa Lee ),안력 ( Ryeok Ahn ),홍은석 ( Eun Seog Hong ) 대한외상학회 2010 大韓外傷學會誌 Vol.23 No.2

Purpose: This study analyzed the characteristics of stable pelvic bone fractures with intra-abdominal solid organ injury. Methods: Medical records were retrospectively reviewed from January 2000 to December 2009 of patients with stable pelvic bone fractures. A stable pelvic bone fracture according to Young`s classification is defined as a lateral compression type Ⅰ and antero-posterior compression type Ⅰ. Subjects were divided into two groups, one with (injured group) and one without (non-injured group) intra-abdominal solid organ injury, to evaluate the dependences of the characteristics on the presence of an intra-abdominal solid organ injury. Data including demographics, mechanism of injury, initial hemodynamic status, laboratory results, Revised Trauma Score (RTS), Abbreviated Injury Scale (AIS), Injury Severity Score (ISS), amount of transfusion, admission to intensive care unit (ICU), and mortality were analyzed. Results: The subjects were 128 patients with a mean age of 42 years old, of whom were 67 male patients (52.3%). The injured group had 21 patients(16.4%), and the most frequent injured solid organ was the liver. Traffic accident was the most common mechanism of injury and lateral compression was the most common type of fracture in all groups. Initial systolic blood pressure was lower in the injured group, and the ISS was greater in the injured group. Arterial pH was lower in the injured group, and shock within 24 hours after arrival at the emergency department was more frequent in the injured group. Transfused packed red blood cells within 24 hours were 8 patients(38.1%) in the injured group and 11 patients(10.3%) in the non-injured group. Conservative treatment was the most common therapeutic modality in all groups. Stay in the ICU was longer in the injured group, and three mortalities occurred. Conclusion: There is a need to decide on a diagnostic and therapeutic plan regarding the possibility of intraabdominal solid organ injury for hemodynamically unstable patients with stable pelvic bone fractures and for patients with stable pelvic bone fractures along with multiple associated injuries. (J Korean Soc Traumatol 2010;23:57-62)

요인분석의 응답순서효과

박상준 ( Sang June Park ),김은정 ( Eun Jeong Kim ) 한국소비자학회 2010 소비자학연구 Vol.21 No.4

지난 수 십 년 동안 많은 연구자들은 설문 응답의 타당도가 응답자가 응답하는 하는 과정 속에서 발생하는 인지 처리과정에 의해 영향 받게 된다는 사실을 실증분석을 통해 보여 왔다. 신념과 태도를 측정하는 설문문항에 대한 응답자의 반응이 사소한 질문형식 또는 질문에 사용된 단어 등에 영향 받게 된다는 것 또한 잘 알려져 있다. 특히 질문문항의 순서에 의해 응답자의 응답순서가 달라져 응답결과가 달라지는 것을 응답순서효과(response-order effect)라고 한다. 다차원-다항목으로 측정되는 설문문항을 바탕으로 수행되는 요인분석에서도 응답순서의 영향은 존재할 것으로 기대되지만, 선행연구에서는 요인분석의 질문형식에 대한 영향에 대해서는 별도의 분석은 이루어지지 않았다. 그럼에도 불구하고 많은 연구자들이 응답순서효과를 충분히 검토하지 않은 상태에서 개발된 다항목의 요인분석 설문문항을 이용하고 있다. 본 논문은 응답순서효과에 관련된 이론들을 살펴보고, 잠재변수(요인)를 도출함에 있어 그 효과를 분석하고 있다. During the past several decades, researchers have shown empirically that validity of survey reports is highly dependent on the cognitive processes that respondents use while answering survey questions. Context effects suggest that answers to survey questions can be affected by prior items, which may provide respondents with cognitive cues that are used to answer subsequent questions. Among the context effects of survey questions, response-order effects suggest that the order in which a response category appears will also affect its selection. Due to the previous studies, it is now well known that responses to questions measuring beliefs and attitudes may be significantly altered by apparently trivial changes in form and wording of questions or in the context in which they are asked. However, although much empirical researches have reported the effects of such changes in surveys, no study has focused on the response-order effects in factor analysis. This paper reviews previous studies and evaluates the effects in deriving latent variables (or factors) in factor analysis. Researches of the social sciences have commonly used a factor analysis in empirical studies to derive latent variables related to fundamental concept of consumer behavior, even though main purposes of researches may differ from each other. Factor analysis is not free from the response-order effects. Nevertheless, many researchers have performed a factor analysis, without considering the response-order effects, and have been using the questionnaire in which the response-order effects are not controlled. For example, some of previous studies apply factor analyses to the data obtained from the survey in which questions are presented in order of expected factor. This study compares the three forms of survey questionnaires that the response-order effects are expected to be different to each other. Subjects for this study were 188 university students in Korea. The selected service categories are family restaurant and fast food restaurant, and the selected measurement instrument is SERVQUAL that measures service quality with the 22 questions. Subjects were asked to evaluate the 22 questions of SERVQUAL that are presented as a form among the three forms of surveys (Category, Sequence, Random) for two service types (family restaurant and fast food restaurant). In the category form of surveys, the 22 questions were categorized into the 5 factors (reliability, assurance, tangibles, empathy, responsiveness) and they were presented sequentially in the order of the factors with the names of factors. In the sequence form of survey, the 22 questions were presented sequentially in the order of the factors without the names of factors. In the random form of survey, in contrast, the 22 questions were randomly presented. The correlations between the responses to questions (the items which are related to each factor) in the category condition were higher than those in the sequence condition, and those in the sequence condition were higher than those in the random condition. The results imply that researchers should be cautious of the response-order effects, and the random form of survey is the better than the sequence form of survey or the category form of survey to eliminate the response-order effects.