Korea University · 工学
Professor JongRoul Woo's research lab focuses on consumer behavior, energy policy, and information privacy in the context of emerging technologies and societal challenges. The lab investigates how socio-demographic factors and media channels influence consumer decision-making, particularly in high-stakes domains like energy infrastructure and personal data protection. Using advanced econometric models such as multivariate probit, contingent valuation, and discrete choice experiments, the lab examines public acceptance of nuclear and renewable energy, as well as the economic value individuals place on sensitive personal information. The research aims to inform evidence-based policy and regulatory frameworks in South Korea and beyond.
Figures are computed from collected data and may differ slightly.
Purpose – The purpose of this paper is to explore the factors determining which communication mediums influence a given consumer deciding to purchase a specific product. Design/methodology/approach – Using a consumer survey and a multivariate probit (MVP) model, the authors explore consumer information searches related to purchases in nine categories: milk, instant noodles, shampoo, mobile phones, televisions, cars, mobile communication services, credit card services, and life insurance. Finding
South Korea is facing difficulties securing sufficient generating capacity to meet its rapidly growing electricity demand because of public opposition to new power plants. Therefore, considering public attitudes toward energy supply facilities is crucial to implement a national energy plan. In this study, we empirically analyze South Korean attitudes, perceptions, and ideology factors related to building new fossil fuel, nuclear, and renewable energy power plants. We find that fossil fuel and nu
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