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Articles by So Young Sohn
Total Records ( 2 ) for So Young Sohn
  Doo Min Kyun , So Young Sohn and Jong Seok Kim

This study analyzes the purchase patterns of MPEG Audio Layer-3 Players (MP3) customers in Korea. Factor analysis, clustering, and association rules are used to find the purchase patterns of segmented groups. From our analysis, 7 major factors were identified: technique, business, stylishness, rationale, late adaptor, pragmatic propensity, and music. Based on these factors and demographic data, six types of user groups are identified. Subsequently, we identify the chain of purchase processes of each cluster of customers. Finally, we propose target marketing strategies for segmented groups. We expect that our study results can provide direction for marketing and public relations strategies for MP3P manufacturers.

  Sang Ki Kim and So Young Sohn

Recently, many Universities in Korea have been encouraging English Medium Instruction (EMI) to cope up with globalization, but many problems have emerged. We use the Structural Equation Model (SME) to understand the causal relationship among potential factors on engineering student’s satisfaction on the EMI. In addition, we develop Customer Satisfaction Index (CSI) to estimate the student’s satisfaction about EMI, based on the proposed SEM. This satisfaction index is used to improve the currently employed EMI. In addition, we suggest some alternatives using the cluster analysis.

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