비교대안의 속성수준 분포가 대안평가에 미치는 영향 - 지식수준과 평가방법에 따른 속성분포 정보의 활용 -

이훈영 ( Hoonyoung Lee ),서상윤 ( Sangyun Seo ) 경남대학교 산업경영연구소 2015 지역산업연구 Vol.38 No.3

본 연구에서는 주변대안의 속성수준 분포 맥락이 속성에 대한 평가에 영향을 미칠 수 있음을 범위-빈도이론과 적응수준이론에 기반하여 설명하고자 하였다. 그리고 소비자들이 대안을 평가할 때 제품지식과 평가방법에 따라 활용하는 준거정보에 차이가 있는지도 살펴보고자 하였다. 연구결과 응답자들은 대안을 평가할 때 주변맥락에 상당히 영향을 받음을 보였고, 이는 기존 연구결과와 맥락을 같이한다. 응답자는 대안 평가시 외적 준거(범위와 순위) 정보 뿐 만 아니라 내적준거(분포의 평균)정보를 활용하여 평가하지만 그 설명력에 있어서는 범위와 빈도 준거점 정보를 이용한 소비자 대안평가의 예측력이 평균 정보를 이용한 예측력 보다 더 높았다. 그리고 제품지식 정도에 따라 제품지식이 낮은 소비자들은 분포 범위가 대안평가에 주로 영향을 주었으며, 제품지식이 높은 소비자들은 제품지식이 낮은 소비자들과 비교하여 분포 패턴은 유사하나 전반적인 평가값이 낮게 나타난 것으로 보아 범위와 순위 등 외적준거 뿐 만 아니라 평균값과 같은 내적준거가 대안평가에 영향을 주었을 것으로 보인다. 그리고 대안 평가방식에 따른 준거점 정보의 활용정도는 대안들을 동시에 비교 평가하는 경우 대안을 개별적으로 평가하는 경우 보다 속성의 분포범위가 대안평가에 보다 영향을 미치는 것으로 나타났다. This research intended to investigate how the distribution of contextual stimuli affects the subjective judgment based on the range-frequency theory, and adaptation level theory. In addition, we study that the reference information differs from product knowledge, and evaluation mode. The results suggest several implications that the consumer's judgment to alternatives is likely to depend on the stimuli context, and to stand on the line of previous research findings. The consumer utilized both the external and internal information, but the external information, such as distribution range and ranks, explained the consumer's subjective judgment better than internal information did. In addition, the respondent who has the less product knowledge depended on the information of distribution range, but the more the respondent has product knowledge utilized the more external and internal information of distribution. Also, the utilized information of contextual distribution differs from evaluation mode(simultaneous evaluation, separate evaluation).

데이터 마이닝과 소셜 네트워크 분석을 적용한 외래 개별관광객의 관광행동에 대한 이해

이시환(Shihwan Lee),이훈영(Hoonyoung Lee) 대한경영학회 2017 대한경영학회 학술발표대회 발표논문집 Vol.2017 No.2

A Study of Factors Influencing Chinese Customer Intention to Select an International Medical Tourism Destination

Jun Zhang(장준),Hoonyoung Lee(이훈영) 대한경영학회 2015 大韓經營學會誌 Vol.28 No.6

의료관광서비스 상품에 대한 소비자 맥락효과에 관한 연구 - 중국인 의료 잠재고객을 대상으로 -

한용준 ( Han Yongjun ),이훈영 ( Lee Hoonyoung ) 한국소비자학회 2017 소비자학연구 Vol.28 No.4

일반적으로 전통적인 소비자 의사결정 이론은 소비자들이 완전한 정보를 가진 상황에서 합리적인 의사결정을 한다는 기본 가정을 하고 있다. 그러나 소비자들이 항상 규범적이고 합리적인 의사결정만을 이행하지는 않으며 실제 선택 상황에서는 비합리적이고 즉흥적이며 상황적인 특성을 보인다는 연구 결과가 지속적으로 확인되고 있다. 이에 본 연구는 전통적인 구매행동 관점의 보완적 개념으로 최근 그 중요성이 부각되고 있는 행동경제학 관점의 맥락효과 유무를 의료관광서비스 상품의 선택 상황에 조명하여 연구하고자 하였다. 연구 결과 첫째, 의료관광서비스 상품의 선택 상황에서도 미끼대안에 따른 맥락효과가 부분적으로 발생하는 것을 확인할 수 있었다. 의료관광서비스 상품의 3가지 선택속성을 기준으로 3가지의 속성 조합을 통하여 유인효과와 타협효과의 발생 여부를 확인하였으며 대부분의 속성 조합에서 맥락효과가 발생하는 것을 검증하였다. 둘째, 질병의 경중도에 따른 맥락효과의 강도 차이를 살펴본 결과, 질병의 경중도의 높고 낮음에 따라 유인효과와 타협효과의 발생 여부 및 그 강도의 차이는 통계적으로 유의하지 않는 것으로 나타났다. 셋째, 맥락효과 제시 상황에서의 소비자 갈등 정도를 확인하기 위하여 미끼대 안이 들어가기 전과 후의 비선택 옵션 선택비율 차이를 검증한 결과, 맥락효과 상황에서의 비선택 옵션 선호 관계의 통계적 유의성을 확인하였다. 본 연구는 의료관광서비스 상품을 대상으로 하여 맥락효과 발생 유무를 재검증하여 대상 상품의 적용 범위를 확장시켰다는 점에서 차별성이 있으며, 의료관광서비스 상품의 다양한 속성들의 조합을 통해 맥락효과를 규명함으로 써 더욱 심층적이고 견고한 결과를 도출하였다는 점에서 의미가 크다고 할 수 있다. The conventional theory of consumer buying behavior is generally based on the premise that consumers make a reasonable decision with the complete information about products. However, constant research results show that consumers do not always make normatively reasonable decisions. They are rather exposed to extemporary and situational characteristics leading to irrational decisions. This paper investigates the context effect accepted as an important theory among other behavioral decision-making fields. We carried out this study from the perspective of behavioral economics considered as a complementary concept of conventional buying behavior. The research results can be summarized as follows. Firstly, it was confirmed that context effect also occurs when selecting the medical tourism services products. In the basic 3 selection attributes cases, the occurrences of attraction and compromise effects were detected. The context effect was proved to occur in most combinations of attributes. Secondly, the occurrence of attraction and compromise effects and their intensity differences are not influenced by the serious levels of disease. Thirdly, so as to examine the level of consumers conflicts in the presence of context effect, the difference of selection proportion of non-choice option was measured before and after the injection of decoy alternatives. The result confirmed the significant differences of nonchoice option preference relationship. This study contributed to expanding a broader range of objective products by reverifying the context effect such as attraction effect and compromise effect in choosing medical tourism services products. This study also solidified the context effects by identifying them under the variation of product typology and the combination of diverse attributes.

웨어러블 스마트헬스케어 기기에 대한 연령별 수용의도

백미라(Mira Baek),최훈화(Hunhwa Choi),이훈영(Hoonyoung Lee) 대한경영학회 2015 大韓經營學會誌 Vol.28 No.12

소비자의 다양한 선호속성을 반영한 컴퓨터 기반 상호작용 컨조인트 분석방법에 관한 연구

허필강(Pilkang Heo),서상윤(Sangyun Seo),이훈영(Hoonyoung Lee) 대한경영학회 2017 大韓經營學會誌 Vol.30 No.6

병원의 서비스 회복이 공정성 지각과 행동의도에 미치는 영향

전진우 ( Jinwoo Jeon ),백미라 ( Mira Baek ),정기택 ( Keetaig Jung ),이훈영 ( Hoonyoung Lee ) 경희대학교 경영연구원 2015 의료경영학연구 Vol.9 No.3

This research analyzed correspondence effort what the hospital cope with, relation of fairness sensation, fairness and customer satisfaction which is perceived by service recovery, perceived value, hospital image and influencing relationship of future behavior intention to recover service failure. In result of the research, refund and discount among the hospital correspondence effort have a most effect on distribution fairness. This means customers show most positive response about typical output of service recovery strategy. Also, we can know importance of policy, process, tools to support customer`s complain and hospital swift response. Apologize and explanation influences to mutual relation fairness perception positively. Here is intriguing result. procedural justice in contrary with distributive justice and interactional justice doesn```t have a positive affect to perceived value. In other words, typical reward and heartfelt apologize and explanation has positive affect to perceived value, perceived value of policy, process, tools used by decision maker doesn``t have positive affect to customer`s perceived value. On the other hand, customer`s perceived value and satisfaction about perceived justice through service recovery has a positive affect to hospital image, this hospital image has positive affect to future behavior intention. There were multiple researches that can be used for all sorts of things. But, the research for hospital was insufficient. What is important is that we draw an objective research conclusion considering that hospital is one of the service company. Also, in case of medical service failure, it can be used for reference about service recovery method that customers want, and it can be helpful to improvement of medical service quality.

온라인 상품정보의 특성이 온라인 구전효과에 미치는 영향에 관한 연구

양한빈(Hanbin Yang),서상윤(Sangyun Seo),남양호(Yangho Nam),이훈영(Hoonyoung Lee) 한국인터넷전자상거래학회 2011 인터넷전자상거래연구 Vol.11 No.1

This study examined the effect of information characteristics as extension of previous research on the redefined online word of mouth; purchasing intention, information usefulness, word of mouth intention, product image. And this research also investigate the mediation effect of product involvement and trust propensity on relation between information characteristics and word of mouth. This study show that the information characteristics to have an effect on word of mouth are different. And this result differ from the previous research result. Also the product involvement and trust propensity mediate the effect of the information characteristics on word of mouth : purchasing intention, information usefulness, word of mouth intention, product image.

계량심리학의 방법론을 이용한 체계적인 전문가 지식구조분석 방법 : 비재무항목을 활용한 중소기업 신용평가전문가시스템 규칙개발에 적용 Application to Developing Credit Analysis Expert Systems for Small-Medium Companies Using Nonfinancial Statement Information

이훈영,조옥래,이시환 한국경영과학회 1998 한국경영과학회지 Vol.23 No.1

Translating expert knowledge into production rules has been the most difficult and time- consuming when building expert systems (Buchanan at al. 1983). Especially. building hierarchical structure, i.e. developing sequential is dominant relationship among production rules is one of the most important and difficult processes. Hierarchical relationship among rule has been typically determined in the course of interviewing human experts. Since this interviewing procedure is rather subjective, however, the hierarchically structured rules produced in terms of interviewing is widely exposed to the severe discussion about their validity (Nisbett and Wilson 1977: Ericsson and Simon 1980: Kellog 1982). We thus need an objective method to effectively translate human expert knowledge in to structured rules. As such a method. this paper suggests the order analysis technique that has been studied in psychometrics (Cliff 1977: Reynolds 1981: Wise 1983). In this paper, we briefly introduce the order analysis and explain how it can be applied to building

A Case-Based New Financial Product Screening System

Lee, HoonYoung 한국경영과학회 1994 韓國經營科學會誌 Vol.19 No.3

Initial screening is one of the most important and difficult processes in new product development. Many new product screening models have been developed in management and marketing. However, practical applications of these models have been limited in part due to their complexity and inflexibility, and in part due to their excessive data requirements. Thus, simple judgment models have been popular in practice. However, these models suffer from inaccuracy and inconsistency originating from human cognitive limitations. In light of the problems with traditional screening methods, we propose a new approach for screening based on managers' past experience and intuitive judgments-screening by analogy, and develop a computerized case-based system for screening new financial service concepts. Using the system, managers can predict the potential performance of a new product concept based on the performance of past products that are similar to it in terms of product characteristics, firm's resources, and market conditions. Based on this prediction, managers make a screening decision.