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최종우 교수

Jong-woo Choi

서울대학교 농경제사회학부 · 농업·생명과학

연구실 소개

최종우 교수의 연구실은 식품소비자 행동과 농산물 무역 정책을 중심으로 한 소비자 선호도 및 시장 거버넌스 연구를 수행하고 있습니다. 특히 소비자의 와인 및 신선채소 소비 결정에 영향을 미치는 외재적 정보, 농산물 수입 기준(MRL), 식품 소비 패턴 등에 대한 실험적·통계적 분석을 통해 소비자 행동의 메커니즘을 규명하고 있습니다. 또한 농업육종과 시장 균형을 고려한 소비자와 생산자 선호도 분석을 통해 농업 생태계 전반의 사회적 복지 향상을 목표로 하고 있습니다.

소비자 선호도식품 수입 기준와인 소비자농산물 무역소비자 행동 분석

연구 현황

논문 수
25
총 인용 수
126
최근 5년 논문
15
주요 분야
농업·생명과학

연구 성과 추이

표시된 성과는 수집된 데이터 기준으로 산출되며, 일부 차이가 있을 수 있습니다.

5개년 연도별 논문 게재 수
15총합
2022
2023
2024
2025
2026
5개년 연도별 피인용 수
4총합
20222023202420252026

주요 논문

15
1
논문|인용수 70·2002
Inverter output voltage synthesis using novel dead time compensation
Jong Woo Choi, Sung Il Yong, Seung Ki Sul

In this paper, a novel dead time compensation method is presented which produces inverter output voltages equal to reference voltages. The experimental result is also presented to demonstrate the validity of the proposed method. It shows that the compensation of the distorted voltage is possible up to sub-microsecond range. The reference voltage can be used as a feedback value, which is essential for sensorless vector control and flux estimation. The method is based on space vector PWM strategy

Electrical and Electronic EngineeringEngineering
2
논문|인용수 22·2018
Effect of extrinsic cues on willingness to pay of wine
Won Fy Lee, William C. Gartner, Haiyan Song, Byron Marlowe, Jong Woo Choi, Bolormaa Jamiyansuren
SJR Q1British Food JournalOA

Purpose The purpose of this paper is to examine the effect of extrinsic cues on wine consumer’s willingness to pay (WTP) based on a blind tasting experiment conducted in Hong Kong. Design/methodology/approach Using data from a three-stage blind wine tasting experiment, the authors examine how an average consumer’s WTP for a bottle of wine changes as a result of knowing prior to tasting extrinsic information such as the country of origin or grape variety of an otherwise identical product. Finding

Tourism, Leisure and Hospitality ManagementBusiness, Management and Accounting
3
논문|인용수 10·2017
Investigating the impact of maximum residue limit standards on the vegetable trade in Japan
Jong Woo Choi, Chengyan Yue
SJR Q2The International Food and Agribusiness Management ReviewOA

Countries have become increasingly concerned about the safety of their food. Many countries have imposed standards on both domestically produced and imported food. In particular, countries have implemented regulations to control the quantity and quality of vegetable imports. Maximum Residue Limit (MRL) standards are one of the main restrictions adopted by numerous countries. Japan has one of the strictest MRL standards in the world. This study builds on previous studies to explore the impact of

General Economics, Econometrics and FinanceEconomics, Econometrics and Finance
4
논문|인용수 8·2017
Estimation of market equilibrium values for apple attributes
Jong Woo Choi, Chengyan Yue, James J. Luby, Shuoli Zhao, Karina Gallardo, Vicki McCracken, Jim McFerson
SJR Q1China Agricultural Economic Review

Purpose Development of new cultivars requires extensive genetic knowledge, trained personnel, and significant financial resources, so it is crucial for breeders to focus on the attributes most preferred by the key supply chain stakeholders such as consumers and producers. The purpose of this paper is to identify which attributes generate the highest total revenue or social surplus, information that breeders can take into account as they allocate resources to focus on attributes in their breeding

Economics and EconometricsEconomics, Econometrics and Finance
5
논문|인용수 8·2017
Estimating Strawberry Attributes’ Market Equilibrium Values
Jong Woo Choi, Chengyan Yue, James J. Luby, Shuoli Zhao, Karina Gallardo, Vicki McCracken, Jim McFerson
SJR Q2HortScienceOA

We conducted choice experiments with both strawberry producers and consumers. Consumer and producer willingness to pay (WTP) for the fruit attributes were estimated using mixed logit models. Through simulation using the mixed logit model results, we derived the market equilibrium prices, supply and demand curve, as well as quantities demanded and supplied for every fruit attribute. We found the highest equilibrium price was for strawberry internal color followed by flavor. Strawberry breeders ca

Plant ScienceAgricultural and Biological Sciences
6
논문|인용수 2·2024
Understanding the Consumption of Plant-Based Drink in South Korea: Drinking Situations and Food Pairings
Hyeon-Jeong Lee, Dongmin Lee, Jong Woo Choi, Junghoon Moon
SJR Q2Journal of International Food & Agribusiness Marketing

This study aims to investigate how consumption situations, consumer characteristics and food pairing patterns differ based on milk selection, namely cow milk and plant-based drink, using food diary data (117,728 cases). The consumer characteristics and drinking situations of milk and plant-based drink were analyzed using probit model, and food pairing patterns of milk and plant-based drink were analyzed using decision tree analysis. Plant-based drink consumers are more likely to be older, female

Plant ScienceAgricultural and Biological Sciences
7
논문|인용수 2·2021
An analysis of food culture and technology acceptance for youth: Using a choice experiment and a latent class model
Jae Eun You, Jong Woo Choi
SJR Q2Managerial and Decision Economics

The difference in the degree to which consumers accept a new culture depends on a variety of factors that affect each consumer. In order to grasp the acceptance of new food, it is necessary to consider both internal and external influence factors on food acceptance. The experiment was carried out three times with imported potato chips and domestic potato chips that can be easily accessed. Then, we investigated marketing strategies by using the “choice experiment” analysis methodology to identify

Plant ScienceAgricultural and Biological Sciences
8
논문|인용수 2·2017
An Analysis of Determinants for Korean Spray Rose Purchase in China
kyungphil Kim, Jong Woo Choi, Sanghyo Kim, Jung‐Hoon Han, Seung-Ju Lim
Journal of Korean Society of Rural Planning
Food ScienceAgricultural and Biological Sciences
9
논문|인용수 2·2023
Profit Turnover Strategies and Future Directions for Coupang - Focusing on Logistics and Delivery
Ye Jin CHO, Jong Min BAEK, Jung Ho KIM, 최종우

Purpose: Coupang's profitability ratio has historically been low. However, both Coupang's sales and profitability started to improve in 2022. This paper aims to discuss Coupang’s strategy for turning itself into a profitable business. Research design, data and methodology: Coupang is the company with the largest sales among the various domestic early-morning delivery companies and the only company with a surplus. It's shift into profitability will definitely have a big ripple effect on the early

10
dataset|인용수 0·2026
Technical Efficiency of Irrigation Systems in Uzbekistan
Jong Woo Choi, Diana Nogay
Zenodo (CERN European Organization for Nuclear Research)OA

This dataset contains regional panel data for Uzbekistan covering the period 2020–2023. The data were used to estimate technical efficiency of irrigation systems using Data Envelopment Analysis (DEA) and second-stage regression analysis. The dataset includes variables related to irrigation water use, land (proxied by land tax), labor, agricultural outputs (cotton and wheat), and climatic conditions (precipitation and temperature). Data sources include national statistical agencies.

11
dissertation|인용수 0·2015
Estimating Market Equilibrium Values of Fruit Attributes for Apple and Strawberry Using Choice Experiments with Consumers and Producers
Jong Woo Choi
University of Minnesota Digital Conservancy (University of Minnesota)OA

University of Minnesota Ph.D. dissertation. January 2015. Major: Agricultural and Applied Economics. Advisor: Dr. Chengyan Yue. 1 computer file (PDF); x, 99 pages, appendices A-D.

Economics and EconometricsEconomics, Econometrics and Finance
12
dataset|인용수 0·2026
Technical Efficiency of Irrigation Systems in Uzbekistan
Jong Woo Choi, Diana Nogay
Zenodo (CERN European Organization for Nuclear Research)OA

This dataset contains regional panel data for Uzbekistan covering the period 2020–2023. The data were used to estimate technical efficiency of irrigation systems using Data Envelopment Analysis (DEA) and second-stage regression analysis. The dataset includes variables related to irrigation water use, land (proxied by land tax), labor, agricultural outputs (cotton and wheat), and climatic conditions (precipitation and temperature). Data sources include national statistical agencies.

13
논문|인용수 0·2026
The local food paradox: why sustainable food advocates resist controlled environment agriculture
Jae Eun You, Jong Woo Choi
SJR Q2Cogent Food & AgricultureOA

Smart farms use advanced technologies to grow crops indoors without soil, offering environmental benefits such as reduced transportation distances and lower water consumption. However, consumers who prefer local food may resist these products. This study examines this ‘local food paradox’ among South Korean consumers. We surveyed 1,247 consumers and used latent class analysis to identify distinct consumer groups based on their technology acceptance, resistance to food technology, and local food

Plant ScienceAgricultural and Biological Sciences
14
논문|인용수 0·2022
The effects of government subsidies according to the financial status of start-ups: Focusing on Moral Hazard of Smart Technology Entrepreneurs in the edible insect industry
Jae Eun You, Jong Woo Choi
SJR Q2Asian Journal of Technology Innovation

The purpose of this study is to investigate the efficiency of smart farm facilities of insect business entities. A questionnaire was conducted to investigate the actual conditions of smart farm edible insect business entities. A survey of 500 edible insect farms, all of which raised insects within 7 years of establishment, was conducted, and all of them raised insects in smart farm facilities. First, after dividing the smart farm into three levels, efficiency was measured. In particular, efficie

MarketingBusiness, Management and Accounting
15
논문|인용수 0·2021
Evaluation of the Innovation Level in the Food Manufacturing Industry
Sung-Woo Park, Ji-Hyeon Choi, Jong Woo Choi
Journal of Agriculture & Life Science
Strategy and ManagementBusiness, Management and Accounting

대표 연구 분야

Plant ScienceEconomics and EconometricsElectrical and Electronic EngineeringTourism, Leisure and Hospitality ManagementGeneral Economics, Econometrics and FinanceFood Science

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