- Case of next-generation transportation market -

학위논문 (박사) -- 서울대학교 대학원 : 공과대학 협동과정 기술경영·경제·정책전공, 2020. 8. 이종수.The present dissertation aims to provide insights into the application of different artificial neural network models in the analysis of consumer choice regarding next-generation transportation services (NGT). It categorizes consumers decisions regarding the adoption of new services according to Deweys buyer decision process and then analyzes these decisions using a variety of different methods. In particular, various artificial neural network (ANN) models are applied to predict consumers intentions. Also, the dissertation proposes an attention-based ANN model that identifies the key features that affect consumers choices. Consumers preferences for different types of NGT services are analyzed using a hierarchical Bayesian model. The analyzed consumer preferences are utilized to forecast demand for NGT services, evaluate government policies within the transportation market, and provide evidence regarding the social conflicts among traditional and new transportation services. The dissertation uses the Multiple Discrete-Continuous Extreme Value (MDCEV) model to analyze consumers decisions regarding the use of different transportation modes. It also utilizes this MDCEV model analysis to estimate the effect of NGT services on consumers travel mode selection behavior and the environmental effects of the transportation sector. Finally, the findings of the dissertations analyses are combined to generate marketing and policy insights that will promote NGT services in Korea.본 연구는 기계학습 기반의 인공지능망과 기존의 통계적 마케팅 선택모형을 통합적으로 활용하여 제품 및 서비스 수용 이론으로 정의된 소비자들의 제품 수용 행위를 분석하였다. 기존의 제품 수용 이론들은 소비자들의 선택에 끼치는 영향을 단계별로 정의하였지만, 대부분의 이론은 제품 특성이 소비자 선택에 미치는 영향을 분석하기 보다는 소비자들의 의향, 제품의 대한 의견, 지각 수준과 소비자 선택의 관계 분석에 집중하였다. 따라서 본 연구는 소비자의 제품 수용 의향, 대안 평가 그리고 제품 및 사용량 선택을 포함하여 더욱 포괄적인 측면에서 소비자 제품 수용 행위를 분석하였다. 본 연구에서는 소비자의 제품 수용 관련 선택을 총 세 단계로 분류하였다. 첫 번째는 소비자의 제품 사용 의향을 결정하는 단계, 두 번째는 제품들의 대안을 평가하는 단계, 세 번째는 제품의 사용량을 선택하는 단계로, 각 단계를 분석하기 위해서 본 연구는 인공지능망과 통계적 마케팅 선택모형을 활용하였다. 인공지능망은 예측과 분류하는 작업에서 월등한 성능을 가진 모형으로 소비자들의 제품 수용 의향을 예측하고, 의향 선택에 영향을 주는 주요 변수들을 식별하는 데 활용되었다. 본 연구에서 제안한 주요 변수 식별을 위한 인공지능망은 기존의 변수 선택 기법 보다 모형 추정 적합도 측면에서 높은 성능을 보였다. 본 모형은 향후 빅데이터와 같이 많은 양의 소비자 관련 데이터를 처리하는데 활용될 가능성이 클 뿐만 아니라, 기존의 설문 설계 기법을 개선하는데 용이한 방법론으로 판단된다. 소비자 선호를 기반으로 한 대안 평가 및 사용량을 분석하기 위해서 통계적 선택 모형 중 계층적 베이지안 모형과 혼합 MDCEV 모형을 활용하였다. 계층적 베이지안 모형은개별적인 소비자 선호를 추정할 수 있는 장점이 있고, 혼합 MDCEV 모형의 경우 소비자들의 선호를 기반하여 선택된 대안들로 다양한 포트폴리오를 구성할 수 있고, 각 대안에 대한 사용량을 분석할 수 있다. 제안된 모형들의 실증 연구를 위해 차세대 자동차 수송 서비스에 대한 소비자들의 사용 의향, 서비스 대안에 대한 선호, 수송 서비스별 사용량을 분석하였다. 실증 연구에서는 차세대 자동차 수송 서비스를 수용하기까지 소비자들이 경험하는 단계별 선택 상황을 반영하였으며, 각 단계에서 도출된 결과를 통해 향후 차세대 자동차 수송 서비스의 성장 가능성과 소비자들의 이동 행위 변화에 대해 예측하였다. 본 연구를 통해 인공지능망이 소비자 관련 연구에서 유용하게 활용될 수 있음을 보였으며, 인공지능망과 통계적 마케팅 선택모형이 결합될 경우 소비자들의 제품 선택 행위뿐만 아니라, 제품 선택 의사결정 과정 전반에 걸쳐 소비자 선호를 포괄적으로 분석할 수 있음을 확인하였다.Chapter 1. Introduction 1 1.1 Research Background 1 1.2 Research Objective 7 1.3 Research Outline 12 Chapter 2. Literature Review 14 2.1 Product and Technology Diffusion Theory 14 2.1.1. Extension of Adoption Models 19 2.2 Artificial Neural Network 22 2.2.1 General Component of the Artificial Neural Network 22 2.2.2 Activation Functions of Artificial Neural Network 26 2.3 Modeling Consumer Choice: Discrete Choice Model 32 2.3.1 Multinomial Logit Model 32 2.3.2 Mixed Logit Model 34 2.3.3 Latent Class Model 37 2.4 Modeling Consumer Heuristics in Discrete Choice Model 39 2.4.1 Consumer Decision Rule in Discrete Choice Model: Compensatory and Non-Compensatory Models 39 2.4.2 Choice Set Formation Behaviors: Semi-Compensatory Models 42 2.4.3 Modeling Consumer Usage: MDCEV Model 50 2.5 Difference between Artificial Neural Network and Choice Modeling 53 2.6 Limitations of Previous Studies and Research Motivation 58 Chapter 3. Methodology 63 3.1 Artificial Neural Network Models for Prediction 63 3.1.1 Multiple Perceptron Model 63 3.1.2 Convolutional Neural Network 69 3.1.3 Bayesian Neural Network 72 3.2 Feature Identification Model through Attention 77 3.3 Hierarchical Bayesian Model 83 3.4 Multiple Discrete-Continuous Extreme Value Model 86 Chapter 4. Empirical Analysis: Consumer Preference and Selection of Transportation Mode 98 4.1 Empirical Analysis Framework 98 4.2 Data 101 4.2.1 Overview of the Survey 101 4.3 Empirical Study I: Consumer Intention to New Type of Transportation 110 4.3.1 Research Motivation and Goal 110 4.3.2 Data and Model Setup 114 4.3.3 Result and Discussion 123 4.4 Empirical Study II: Consumer Choice and Preference for New Types of Transportation 142 4.4.1 Research Motivation and Goal 142 4.4.2 Data and Model Setup 144 4.4.3 Result and Discussion 149 4.5 Empirical Study III: Impact of New Transportation Mode on Consumers Travel Behavior 163 4.5.1 Research Motivation and Goal 163 4.5.2 Data and Model Setup 164 4.5.3 Result and Discussion 166 Chapter 5. Discussion 182 Bibliography 187 Appendix: Survey used in the analysis 209 Abstract (Korean) 241Docto

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