Earticle

자율주행차(AV)의 안전성에도 불구하고, 기존 수용 모델은 선진국의 ‘자동차 중심' 전환에 편중되어 글로벌 사우스의 혼합 교통 환경에서 나타나는 ‘수단 도약(Modal Leapfrog)' 역학을 간과한다. 본 연구는 인도네시아 ‘도시 초기 수용자'의 심리통계적 변수를 분석하여 이 한계를 극복한다. 부트스트랩 서열 로지스틱 회귀분석과 CHAID (Chi-squared Automatic Interaction Detection) 의사결정나무를 통해, 취약한 이륜차 이용자가 AV를 ‘안전 업그레이드'로 수용하는 수단 도약 효과와, 고학력이 기술적 회의감 및 수용 의도를 동시에 높이는 ‘교육의 역설'을 검 증했다. 회귀분석 결과 안전성이 편의성을 압도했으며, CHAID 분석은 시장을 ‘안전 회의론자', ‘불안한 실용주의자', ‘진정한 신봉자'로 계층화했다. 결론적으로 혼잡한 교통 속 AV 도입은 단순 자동화가 아닌 ‘물리적 안전에 대한 근본적 욕구'에 의해 주도된다. 이에 이륜차 의존 중 산층의 잠재력을 이끌어내기 위해, 재정적 지원보다 물리적 안전 인증과 법적 명확성을 우선 하는 공공 정책 로드맵을 제안한다.

Although Autonomous Vehicles (AVs) offer safety benefits, current adoption models focus on the “car-centric” transition of wealthier nations and disregard the “Modal Leapfrog” dynamics under the mixed-traffic conditions of the Global South. This study fills this gap by studying Indonesia's “Urban Early Adopter” psychographic variables. This study validated the “Modal Leapfrog” effect, where vulnerable motorcyclists adopt AVs as a “Safety Upgrade,” and the “Education Paradox,” where higher academic literacy correlates with technical skepticism but higher adoption intent, using bootstrapped ordinal logistic regression and CHAID decision trees. According to regression, safety trumps convenience. CHAID research revealed a market hierarchy comprising “Safety Skeptics,” “Anxious Pragmatists,” and “True Believers.” Studies showed that “fundamental need for physical safety” drives implementation in chaotic traffic, not automation. A public policy roadmap stresses physical safety certification and legal clarity over financial incentives to tap the potential of the motorcycle-dependent middle class.

Objectives: To identify behavioral segments of integrative care use among older adults with knee osteoarthritis in a rural district in Northern Thailand and to compare these segments according to PRECEDE-related factors and baseline characteristics. Methods: This analytical cross-sectional study included 302 community-dwelling older adults with primary knee osteoarthritis in Thoen District, Lampang Province, Northern Thailand. Data were collected through face-to-face interviews using a structured questionnaire that assessed demographic and health characteristics, PRECEDE-related factors, and behaviors across 3 care domains: professional medical care, traditional medicine, and community-based medicine. Standardized behavioral domain scores were analyzed using hierarchical cluster analysis, followed by k-means clustering. Differences among segments were examined using chi-square tests, one-way analysis of variance, or Kruskal-Wallis tests, as appropriate. Results: Three behavioral segments were identified: high engagement (20.9%), intermediate engagement (48.0%), and low engagement (31.1%). The 3 behavioral domains differed significantly across segments (all p<0.001; η²=0.400-0.535). Baseline demographic and health characteristics did not differ significantly among segments. In contrast, significant differences among segments were observed for the total enabling score, access, decision-making, total reinforcing score, social support, and attitude, whereas perceived information showed no significant difference. Conclusions: Older adults with knee osteoarthritis were not behaviorally homogeneous in their use of professional, traditional, and community-based care. Segment differences were more pronounced for enabling and reinforcing conditions than for perceived information alone. These findings support segment-informed health promotion strategies in primary care and community settings.

The purpose of this study is to identify the relationship between luxury consumption needs and fine-dining behavioral intentions by identifying luxury consumption needs, and to examine the differences in the demographic characteristics of consumers by segmenting the market according to consumption needs. A total of 374 questionnaires were analyzed by surveying consumers who have visited fine-dining establishments. Exploratory factor analysis, reliability analysis, regression analysis, cluster analysis, and chi-square test were utilized in the analysis. As a result of this analysis, first, consumption needs were classified into five types (hedonic & complacence, relationship, belonging, uniqueness, and status). It was found that hedonic & complacence and uniqueness needs positively influenced the attitude toward fine-dining and hedonic & complacence and status needs positively influenced the behavioral intention toward fine-dining. Second, cluster analysis was conducted on consumption needs, and three clusters were categorized: cluster 1: ‘Self-oriented needs,’ cluster 2: ‘High needs,’ cluster 3: ‘Low needs.’ Third, the differences in gender, generation, and marital status were analyzed according to the clusters. Through this, it was found that self-oriented consumption needs increased as the generation became younger and when the subjects were female and/or unmarried. As such, this study identified the characteristics of fine-dining consumers’ consumption needs and suggested marketing strategies that can be applied to the fine-dining industry.

In the 21st century, green consumer behavior, playing one of the core roles of sustainability, is still an important issue to green-related stakeholders. Because one of the major objectives of green-consumer research is an improvement of behaviors aligned with greening, this paper revisited socio-demographic variables and shed light on segmenting and profiling green consumers based on their connectedness between socio-demographic variables and green behaviors. Using correlations, factor analysis, analysis of variance, k-means cluster analysis and χ2-tests, this paper shows that socio-demographic variables differentially impact green-consumer behaviors. In order to profile green consumers, this paper additionally attempts to segment green-consumer groups. The results also coincide with former findings that socio-demographic variables relate significantly with segmented green-consumer group behaviors. General findings are summarized as: 1) older people used green practices more strongly than younger people, 2) females demonstrated better energy-saving and recycling practices compared to males, 3) marital status also significantly influenced green-related behaviors, 4) subjective social class had a significant influence on green-related behaviors, 5) education level and income, however, weakly influenced or showed no impact on green-related behaviors, and 6) a green consumer was classified as an ‘active green consumer,' ‘utilitarian green consumer,' or ‘inactivated green consumer.' The utilitarian green consumer group distinctively behaved more strongly in energy-saving and recycling practices compared to the inactivated green consumer group, whereas active green consumers behaved more strongly on the whole, when compared to those in the inactivated green consumer group.

음식관광은 관광 산업에서 중요한 역할을 하고 있으며, 한 지역의 음식을 맛보며 해당 지역에 대한 이해를 형성하는관광 형태로 자리매김하고 있다. 이 연구는 사이코-컬리너리 요인과 음식관광을 결합하여 수정된 사이코그래픽스 척도와K-평균 군집 분석을 통해 충칭 지역의 음식 관광자 유형을 세분화하고자 한다. 사이코그래픽스 특성에 따라 ‘저관심형’, ‘중관심형’, ‘로컬다양성추구형’, ‘적극적체험형’ 4개 그룹으로 나누어, 이들의 인구통계학적 특징, 일반적 관광 행동, 정보수집 및 공유할 때 사용하는 채널, 리뷰 행동 그리고 음식과 관련된 활동의 경험 등 행동특성의 공통점과 차이점을 분석하였다. 연구 결과, 음식 관광자들은 공통적으로 가족과 함께 여행을 즐기며, 긍정적인 리뷰를 남기고 정보를 수집할 때와경험을 공유할 때 온라인 채널을 더 많이 선호한다. 또한, 음식 구매와 함께 훠궈 박물관 방문, 차 문화체험 등에도 관심을보였다. 군집별로는 ‘저관심형’과 ‘중관심형’ 관광자들은 50대 이상의 연령층이 많으며, ‘로컬다양성추구형’과 ‘적극적체험형’ 관광자들은 20대 관광자들이 많다. 또한, ‘저관심형’ 관광자들은 혼자 여행하는 경우가 많으며, ‘적극적체험형’ 관광자들은 다른 군집에 비해 부정적인 리뷰를 남기는 경향이 있다. 마지막으로, ‘로컬다양성추구형’ 과 ‘적극적체험형’ 관광자들이 음식 주제에 따른 다양한 활동을 더 선호하는 것으로 나타났다. 이러한 결과를 바탕으로, 충칭 지역의 관광 기업과조직은 음식 여행객들의 만족도를 높이고 관광 산업의 지속 가능한 발전에 기여하기 위해 효과적인 마케팅 전략과 실질적인 시사점을 제시한다.

Culinary tourism holds a significant role in the tourism industry, providing travelers with a unique opportunity to deeply engage with a region's culture while delving into its local culinary delights. This study focuses on classifying culinary tourists in Chongqing by considering both psychological and comprehensive factors related to food and dining experiences. Using a customized psychographic measurement and the K-means clustering technique, it identifies four distinct tourist groups: “Low-Interest,” “Medium-Interest”, “Local Diversity-Seeking”, and “Active Experience-Seeking”, with each group distinguished by its own psychographic characteristics. Investigation of demographic factors, typical travel behaviors, preferred communication channels for receiving and sharing information, reviewing tendencies, and participation in food-related activities, were investiaged on these categories. The results suggest that culinary tourists frequently travel with their families and favor online platforms for posting positive reviews, gathering information, and sharing their experiences. Furthermore, these travellers are interested in activities such as exploring tea culture, visiting hotpot museums, and culinary excursions. Among the identified segments, the “Low-Interest” and “Medium-Interest” groups are more likely to comprise individuals aged 50 and above, whereas the “Local Diversity-Seeking” and “Active Experience-Seeking” categories predominantly consist of travelers in their 20s. Based on the findings, this study provides significant advice and effective marketing tactics for Chongqing's tourism stakeholders, with the aim of enhancing culinary tourists' satisfaction and contributing to the sustainable advancement of the tourism sector.

The research divides domestic retail shops with regard to customer motivations for wine purchase and buying. The research aims at understanding customer's purchase behaviour by figuring out the differences in wine selection attributes and notifying how behavioral intention changes after purchase and drinking. A survey of customers who were older than 20 years old, living in Seoul, and had purchased wine in wine retail shops was conducted from May 1, 2009 to May 31, 2009. The survey utilized convenience sampling. SPSS 14.0 statistical package was used to process data. Frequency analysis, factor analysis, K-means cluster analysis, discriminant analysis, and one-way ANOVA were executed. As the result of factor analysis for wine purchase and drinking, 4 factors of event, health benefit, personal desire, and societal influence were derived. Cluster analysis in terms of 4 purchase and drinking factors showed 3 meaningful clusters. To prove the hypothesis, I verified the difference in wine selection attribute and the change of behavioral intention after purchase and tasting among the 3 clusters. Hypothesis 1 and 2 which showed significant difference were adopted.

Along with the development of overall internet service, online fashion communities appeared and have started to thrive. The growth of mobile service has led to an even bigger expansion of these communities, and will wield a strong influence for the foreseeable future. The purpose of our study is to investigate the relationship between the behavior of these fashion communities and personality characteristics of the community features. For our data analysis, our study used 302 men and women, aged from their 20's and their 40's. The study results are as follows: First, some features, such as interaction, entertainment, promotion, information, and system technique, were drawn as the factors of the online fashion communities. Second, we could divide the community behavioral types into three different groups: buyer, maven, and onlooker groups. Third, all three groups showed different community characteristics. The primary concern for the buyer group was promotion while the mavens and the on-lookers were most interested in information. Fourth, they also showed different demographic characteristics in terms of gender, age, duration of membership, on-line time per visit and number of visits per week. These results show that a new strategy is necessary for online fashion communities to differentiate themselves and their marketing to consumers and their community behavioral types.

본 연구는 등산객의 마니아 수준을 이용하여 등산 마니아의 세분시장 특성을 제시하고, 세분시장의 특성에 따라 친환경 행동의도와의 차이를 규명하여, 친환경 정책과 관련한 시사점을 제시하고자 하였다. 이를 위해 등산 마니아, 시장세분화, 친환경 행동에 관한 이론적 고찰을 통하여 측정 변수를 도출하고 군집 분석을 통하여 등산 마니아의 세분시장 특성을 제시하였고, 세분시장 특성에 따라 친환경 행동의도와의 차이를 분석하였다. 연구결과, 첫 번째 군집은 ‘전문 등산 마니아’의 세분시장으로 등산 전문지식과 기술이 많으며, 등산에 대한 몰입도가 높은 마니아로 장년층과 여성, 전문직과 개인사업자, 고소득자, 기혼자들로 구성되어 있는 것으로 나타났다. 두 번째 군집은 ‘일반 등산 마니아’의 세분시장으로 등산 전문지식과 기술이 낮으며, 등산에 대한 몰입도가 낮은 마니아로 청년층과 남성, 주부와 학생, 대학졸업 학력, 미혼자가 많이 구성되어 있는 것으로 나타났다. 등산 마니아의 세분시장 특성과 ‘적극적 친환경 행동의도’ 간에는 유의적인 차이가 없는 것으로 나타났으며, ‘소극적 친환경 행동의도’ 간에는 유의적인 차이가 있는 것으로 나타났다. 따라서 첫째, 전문 등산 마니아들에게는 국립공원 탐방예약제, 그린포인트 제도, 특별보호구역 지정관리 제도 등에 대한 교육 및 홍보 프로그램을 적극 홍보하여 친환경 행동을 유도하는 정책이 필요하며, 둘째, 일반 등산 마니아들에게는 안전사고에 대한 중요성이 크게 부각되면서 산악에서의 안전사고에 대한 중요성의 홍보가 필요하다.

This study examines the market characteristics of hiking mania segments, explores differences in pro-environmental behavioral intentions between segments, and provides relevant implications for environmental policy. In order to accomplish this, cluster analysis was conducted after developing measurement variables based on theoretical literature reviews pertaining to hiking mania, market segmentation, and pro-environmental behavior, along with a comparative analysis of pro-environmental behavioral intentions between segments. As a result, the 'professional hiking mania' segment was identified, which demonstrated high levels of hiking knowledge and skill, along with a willingness to commit to hiking activities. Based on demographic characteristics, this segment generally consists of professionals or entrepreneurs with high salaries, who are young and married. A further cluster, known as the 'ordinary hiking mania' segment, was characterized by low hiking knowledge and skill and a low willingness to commit to hiking; young male students, stay-at-home spouses, or unmarried college graduates make up this segment. While 'active' pro-environmental behavioral intention did not differ significantly between these two segments, 'passive' pro-environmental behavioral intention did. The results of this study suggest that policies that promote education and advertisement programs about national park reservation systems, 'green point' policies, and special preservation areas can be used to encourage pro-environmental behaviors among professional hikers. For ordinary hikers, however, it is necessary to promote the importance of safety at mountainous destinations, given the number of related accidents that have recently occurred.

The purpose of this study is to examine the way of market segmentation based on the participative motivation and between participative motivation and behavioral intention of festival participants in the simcheong festival of gokseong area, 2010. In order to achieve the purpose of the study the motivation and demographic characteristics of festival participants were examined by using the market segmentation. Factor analysis was performed to determine the leading motivations for attending this festival, and cluster analysis was employed to identify groups of respondents based on the delineated five motivational factors. The samples were about 256 visiter who were visit simcheong festival of gokseong area. To achieve this goals quantitative research methodology was designed, k-step cluster analysis and stepwise multiple regression analysis were applied as technical methods. The results of the study show that five underlying motivation dimensions were derived. The results of k-step cluster analysis indicate that distinctive segments were identified three different. These three segments were significantly different with respect to age, several visit and residence. While participative motivation had a significant impact on behavioral intention.

This study examined the relationship between satisfaction with rural tourism product attributes and behavioral intentions among foreign tourists visiting Jeju Island between March and August 2024. Using survey data, the study employs multiple regression analysis to examine the influence of attribute-level satisfaction on overall satisfaction and behavioral intentions, while continental differences and visitor typologies are explored using ANOVA and cluster analysis. The findings indicate that both functional and culturally embedded attributes play differentiated roles in shaping tourists’ evaluations. While infrastructure-related attributes demonstrate relatively consistent perceptions across regions, culturally grounded elements such as food and resident hospitality exhibit notable cross-continental variation. From a policy perspective, the study highlights the need for targeted support measures that reinforce local food culture and community engagement as strategic drivers of sustainable rural tourism development.

The effectiveness of loyalty programs is often gauged only by the level of repeated patronage but repeated purchases do not necessarily indicate "trueloyalty". The objectives of this study are to distinguish between truly loyal customers and those who merely appear to be loyal by cross-classification of behavioral loyalty as well as attitudinal loyalty and to examine the antecedents and consequences of different types of loyalty. 262 valid cases from Family Restaurant customers were classified into 4 segments; 'True Loyal'(88 cases), 'Latent Loyal'(37 cases), 'Spurious Loyal'(46 cases) and 'Low Loyal'(91 cases). Then in order to determine the differences of antecedents (satisfaction and switching cost) and consequences (word of mouth and cooperation) among 4 loyalty segments, ANOVA with post-hoc Scheffe test was conducted. The result indicates that 'True Loyal' with high levels of both behavioral and attitudinal loyalty were significantly different from the others in terms of satisfaction, switching cost, word of mouth and cooperation. Moreover it is remarkable that 'Spurious Loyal' was significantly negative than 'Latent Loyal' in terms of satisfaction, word of mouth and cooperation.핵심용어(keywords):행동적 충성도(behavioral loyalty), 태도적 충성도(attitudinal loyalty), 고객세분화(customer specification), 패밀리 레스토랑(family restaurant).