PURPOSES : This study explores the preference of shared autonomous vehicle service in an underground dedicated environment. METHODS : A stated preference survey was conducted to examine the mode choice behaviors on autonomous vehicle service competing with existing modes. Multinomial logit was employed to estimate the parameters of explanatory variables from the surveyed data. The model was estimated with alternative specific parameters rather than generic parameters. The value of time was also estimated using the parameters of the mode choice model. RESULTS : The results showed that the travel cost had the highest sensitivity to public transportation and the lowest to private cars. We also found that the value of the in-vehicle travel time was highest for private cars, lowest for public transportation, and intermediate for SAVs, suggesting that SAVs could serve as a premium public transport option. Additionally, the out-vehicle time coefficient was higher for public transportation compared to that for SAVs, indicating that users are more willing to tolerate longer out-vehicle times for SAVs due to their high-speed service compared to that of public transportation. CONCLUSIONS : This study presents a direction for policy regarding the adoption of shared autonomous vehicle services by considering the attributes that are valued by users of each mode.

본 연구는 세종시 중고령자 돌봄 시장에서 기관경쟁과 이용자선택이 이용자 중심의 서비스 품질 및 만족도에 미치는 영향을 분석하였다. 분석에 사용한 자료는 세종시 사회서비스원이 2020년 수행한 세종시 사회복지시설 전수 조사의 기관 자료와 이용자 자료를 결합한 것이다. 분석 방법으로는 이용자 수준과 기관 수준 각각의 오차항을 가정하는 다층모형분석(multilevel analysis)을 수행하였다. 분석 결과 이용자 수준에서 정보충분성과 인력선택성이 서비스 품질에 정적인 영향을 미치고 있었다. 기관 수준에서는 공정경쟁성이 서비스 품질에 정적인 영향을 미치고 있었다. 그리고 기관 수준의 공정경쟁성이 갖는 영향력은 이용자 수준의 인력선택성이 갖는 영향력과 서로 상호작용하여 상 승하는 것으로 나타났다. 반면, 기관 수준의 서비스 경쟁성과 인력경쟁성은 서비스 품질과 만족도에 유의미한 영향력을 나타내지 않았다. 이와 같은 연구결과를 바탕으로 결론에서는 지역사회 정보 통합, 인력 선택의 지원, 읍·면 지역의 서비스 확충과 적극적인 정보제공, 공정경쟁 지원의 필요성 등을 제언하였다.

The purpose of this study was to develop a lifestyle scale for one-person hair salon users and to identify differences in store choice factors and hairstyle pursuit behaviors according to lifestyle types. Data was collected by survey, with 225 responses being included in the analysis. Data analysis was performed using cross-analysis, factor analysis, Cronbach’s α, cluster analysis, ANOVA and the Duncan-test using SPSS 23.0 analysis software. The results of the study were as follows. First, one-person hair salon users were classified according to the following lifestyle groups: The rational appearance management group, the passive appearance management group, and the discriminative appearance management group. Second, store choice factors according to lifestyle group showed significant group-specific differences in relation to store atmosphere, accessibility, and promotion. Conversely, comfort of space in store and word-of-mouth recommendation message were high for all three groups, indicating that these are important factors in relation to store selection. Third, with regard to hairstyle pursuit behaviors according to lifestyle, the discriminative appearance management group showed the same characteristics as high involvement groups that regard all dimensions of hairstyle pursuit behavior as important. The results of this study can be used to suggest efficient operations for one-person hair salons and to suggest differentiated marketing strategies to increase the demand of one-person hair salon users.