• 제목/요약/키워드: $C^{1,1}$ functional

검색결과 3,066건 처리시간 0.028초

리치 과피의 영양화학 성분 및 항산화성 신경세포 보호효과 (Nutritional Components and Their Antioxidative Protection of Neuronal Cells of Litchi (Litchi chinensis Sonn.) Fruit Pericarp)

  • 정희록;최귀남;김지혜;곽지현;김연수;정창호;김대옥;허호진
    • 한국식품과학회지
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    • 제42권4호
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    • pp.481-487
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    • 2010
  • 본 연구에서는 열대과일 리치의 부산물인 과피를 기능성 식품 산업 소재로써의 활용가능성을 알아보기 위해 영양화학성분 분석, 항산화 및 신경세포 보호효과에 대해서 조사하였다. 리치 과피의 일반성분은 수분 0.11%, 조단백질 13.97%, 조지방 0.04%, 조회분 0.33% 및 가용성 무질소물 85.52%이었다. 주요 무기성분으로는 K 989.35 mg/100 g, Ca 399.81 mg/100 g 및 P 264.65 mg/100 g이었으며, 용매별 리치 과피의 총 페놀 함량을 측정한 결과는 열수 추출물 8.02 mg/g, 50% 메탄올 추출물 12.28 mg/g,으로 각각 나타났다. 주요 아미노산으로는 proline이 672.59 mg/100 g으로 가장 높은 함량을 차지하였다. 주요 지방산으로는 palmitic acid(42.86%), stearic acid(14.88%)이었으며, 리치 과피의 DPPH와 ABTS radical 소거활성을 측정한 결과 열수 추출물에 비해 50% 메탄올 추출물의 소거활성이 상대적으로 높게 나타났다. 특히 열수와 50% 메탄올 추출물의 최대 처리농도 5 mg/mL에서 DPPH와 ABTS radical 소거활성은 각각 17.68, 37.35%와 39.79, 50.33%로 나타났다. FRAP assay을 이용한 항산화 활성은 농도의존적인 경향을 보였으며, 열수 추출물에 비하여 50% 메탄올 추출물이 상대적으로 우수하였다. MTT, LDH assay를 통한 신경세포 보호효과를 측정한 결과 MTT 실험에서는 리치 과피 추출물의 모든 농도에서 positive control로서의 vitamin C와 유사한 세포 생존율을 나타냈고, LDH 실험에서는 추출물에 의한 농도 의존적 효소 방출량 감소가 관찰되었고, 특히 최대 $500\;{\mu}g/mL$ 농도에서는 50% 메탄올 추출물이 열수추출물 보다 약 1.7배 가량의 방출량 저해 효과가 나타났다. 본 연구결과를 종합해 볼 때, 우수한 영양 구성 성분과 physiological phenolics를 함유한 리치 과피 추출물은 항산화 및 산화적 스트레스로부터 신경세포 보호효과를 나타내면서 퇴행성 신경질환 등을 예방할 수 있는 기능성 산업소재로서의 가치가 높다고 판단된다.

한국적 도서관학교육과정 연구 (Occupational Demands and Educational Needs in Korean Librarianship)

  • 최성진;윤병태;구본영
    • 한국문헌정보학회지
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    • 제12권
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    • pp.269-327
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    • 1985
  • This study was undertaken to meet more fully the demands for improved training of library personnel, occasioned by the rapidly changing roles and functions of libraries as they try to adapt to the vast social, economic and technological changes currently in progress in the Korean society. The specific purpose of this research is to develop a standard curriculum at the batchelor's level that will properly equip the professional personnel in Korean libraries for the changes confronting them. This study started with the premise that to establish a sound base for curriculum development, it was necessary first to determine what concepts, knowledge, and techniques are required for professional library personnel to perform it at an optimal level of efficiency. Explicitly, it was felt that for the development of useful curricula and courses at the batchelor's level, a prime source of knowledge should be functional behaviours that are necessary in the job situation. To determine specifically what these terminal performance behaviours should be so that learning experience provided could be rooted in reality, the decision was reached to use a systems approach to curriculum development, which is an attempt to break the mold of traditional concepts and to approach interaction from an open, innovative, and product-oriented perspective. This study was designed to: (1) identify what knowledge and techniques are required for professional library personnel to perform the job activities in which they are actually engaged, (2) to evaluate the educational needs of the knowledge and techniques that the professional librarian respondents indicate, and (3) to categorise the knowledge and techniques into teaching subjects to present the teaching subjects by their educational importance. The main data-gathering instrument for the study, a questionnaire containing 254 items, was sent to a randomly selected sample of library school graduates working in libraries and related institutions in Korea. Eighty-three librarians completed and returned the questionnaire. After analysing the returned questionnaire, the following conclusions have been reached: (A) To develop a rational curriculum rooted in the real situation of the Korean libraries, compulsory subjects should be properly chosen from those which were ranked highest in importance by the respondents. Characters and educational policies of, and other teaching subjects offered by, the individual educational institution to which a given library school belongs should also be taken into account in determining compulsory subjects. (B) It is traditionally assumed that education in librarianship should be more concerned with theoretical foundations on which any solution can be developed than with professional needs with particulars and techniques as they are used in existing library environments. However, the respondents gave the former a surprisingly lower rating. The traditional assumption must be reviewed. (C) It is universally accepted in developing library school curricula that compulsory subjects are concerned with the area of knowledge students generally need to learn and optional subjects are concerned with the area to be needed to only those who need it. Now that there is no such clear demarcation line provided in librarianship, it may be a realistic approach to designate subjects in the area rated high by the respondents as compulsory and to designate those in the area rated low as optional. (D) Optional subjects that were ranked considerably higher in importance by the respondents should be given more credits than others, and those ranked lower might be given less credits or offered infrequently or combined. (E) A standard list of compulsory and optional subjects with weekly teaching hours for a Korean library school is presented in the fourth chapter of this report.

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건강한 노후 : 운동활동과 면역반응을 중심으로 (Active Aging: Roles of Physical Activity and Immunity)

  • 박찬호;김지석;곽이섭
    • 생명과학회지
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    • 제28권5호
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    • pp.621-626
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    • 2018
  • 최근 의공학과 의학기술의 발달로 인간의 수명이 늘어나고 있으며, 이제는 수명에 대한 관심보다는 건강한 노후에 대한 관심에 초점을 맞추어 항노화 산업과 의과학 및 스포츠 과학이 발달하고 있다. 노화의 자연스런운 과정동안 노인들은 면역기능과 생리학적인 기능이 소실되고, 제2형 당뇨병, 고혈압, 골다공증, 골관절염, 심혈관 질환 및 인지감소 등을 경험하게 된다 하지만 규칙적인 운동을 참여할 때 건강한 노후를 맞이할 수 있다. 하지만 이제까지 노인들에게 규칙적인 운동활동의 참여가 건강체력, 정신건강, 인지기능 및 면역력의 변화를 확인하는 연구가 부족한 것으로 여겨진다. 따라서 본 연구는 노인에게서 일상생활도 관리 및 규칙적인 운동활동의 참여가 건강한 노후와 면역력유지에 미치는 효과를 분석하고자 한다. 본 연구를 수행하기 위하여 최근 20여년간 국내,외 이 분야에서 수행된 최신 연구결과들은 펍메드 데이터 베이스를 활용하여 비교 및 분석하고자 한다. 본 연구결과 레저활동을 포함하는 규칙적인 운동활동은 노인의 근육량과 골밀도를 증진시키고, 아울러 당뇨병, 고혈압, 동맥경화, 관절염 등과 같은 성인병을 예방하며, 아울러 인지기능 증가에 따른 치매의 예방과 치료 뿐만 아니라 면역력의 증진을 통한 만성질환과 암의 예방에도 필수적인 것으로 사료된다. 특히 노인에게는 요가나 필라테스를 기반으로 하는 수행하기 쉬운 운동이 좋으며, 흥미있고 자주 할 수 있는 운동이 권장된다. 체력이 전반적으로 약하기 때문에 무리한 운동은 오히려 심혈관계의 부담, 항상성의 교란, 및 면역저하를 동반할 수 있으므로, 레저스포츠 활동, 근력운동을 포함하는 저항운동, 및 일상생활도 증가를 통한 체력증진, 충분한 휴식, 최적의 영양관리가 필요하며 추후 건강한 노인에 최적화된 스포츠 장비, 영양소 섭취와 스포츠 음료 등의 계발에 관한 연구가 이루어져야 할 것이다.

가족계획과 모자보건 통합을 위한 조산원의 투입효과 분석 -서산지역의 개입연구 평가보고- (An Intervention Study on Integration of Family Planning and Maternal/Infant Care Services in Rural Korea)

  • 방숙;한성현;이정자;안문영;이인숙;김은실;김종호
    • Journal of Preventive Medicine and Public Health
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    • 제20권1호
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    • pp.165-203
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    • 1987
  • This project was a service-cum-research effort with a quasi-experimental study design to examine the health benefits of an integrated Family Planning (FP)/Maternal & Child health (MCH) Service approach that provides crucial factors missing in the present on-going programs. The specific objectives were: 1) To test the effectiveness of trained nurse/midwives (MW) assigned as change agents in the Health Sub-Center (HSC) to bring about the changes in the eight FP/MCH indicators, namely; (i)FP/MCH contacts between field workers and their clients (ii) the use of effective FP methods, (iii) the inter-birth interval and/or open interval, (iv) prenatal care by medically qualified personnel, (v) medically supervised deliveries, (vi) the rate of induced abortion, (vii) maternal and infant morbidity, and (viii) preinatal & infant mortality. 2) To measure the integrative linkage (contacts) between MW & HSC workers and between HSC and clients. 3) To examine the organizational or administrative factors influencing integrative linkage between health workers. Study design; The above objectives called for quasi-experimental design setting up a study and control area with and without a midwife. An active intervention program (FP/MCH minimum 'package' program) was conducted for a 2 year period from June 1982-July 1984 in Seosan County and 'before and after' surveys were conducted to measure the change. Service input; This study was undertaken by the Soonchunhyang University in collaboration with WHO. After a baseline survery in 1981, trained nurses/midwives were introduced into two health sub-centers in a rural setting (Seosan county) for a 2 year period from 1982 to 1984. A major service input was the establishment of midwifery services in the existing health delivery system with emphasis on nurse/midwife's role as the link between health workers (nurse aids) and village health workers, and the referral of risk patients to the private physician (OBGY specialist). An evaluation survey was made in August 1984 to assess the effectiveness of this alternative integrated approach in the study areas in comparison with the control area which had normal government services. Method of evaluation; a. In this study, the primary objective was first to examine to what extent the FP/MCH package program brought about changes in the pre-determined eight indicators (outcome and impact measures) and the following relationship was first analyzed; b. Nevertheless, this project did not automatically accept the assumption that if two or more activities were integrated, the results would automatically be better than a non-integrated or categorical program. There is a need to assess the 'integration process' itself within the package program. The process of integration was measured in terms of interactive linkages, or the quantity & quality of contacts between workers & clients and among workers. Intergrative linkages were hypothesized to be influenced by organizational factors at the HSC clinic level including HSC goals, sltrurture, authority, leadership style, resources, and personal characteristics of HSC staff. The extent or degree of integration, as measured by the intensity of integrative linkages, was in turn presumed to influence programme performance. Thus as indicated diagrammatically below, organizational factors constituted the independent variables, integration as the intervening variable and programme performance with respect to family planning and health services as the dependent variable: Concerning organizational factors, however, due to the limited number of HSCs (2 in the study area and 3 in the control area), they were studied by participatory observation of an anthropologist who was independent of the project. In this observation, we examined whether the assumed integration process actually occurred or not. If not, what were the constraints in producing an effective integration process. Summary of Findings; A) Program effects and impact 1. Effects on FP use: During this 2 year action period, FP acceptance increased from 58% in 1981 to 78% in 1984 in both the study and control areas. This increase in both areas was mainly due to the new family planning campaign driven by the Government for the same study period. Therefore, there was no increment of FP acceptance rate due to additional input of MW to the on-going FP program. But in the study area, quality aspects of FP were somewhat improved, having a better continuation rate of IUDs & pills and more use of effective Contraceptive methods in comparison with the control area. 2. Effects of use of MCH services: Between the study and control areas, however, there was a significant difference in maternal and child health care. For example, the coverage of prenatal care was increased from 53% for 1981 birth cohort to 75% for 1984 birth cohort in the study area. In the control area, the same increased from 41% (1981) to 65% (1984). It is noteworthy that almost two thirds of the recent birth cohort received prenatal care even in the control area, indicating that there is a growing demand of MCH care as the size of family norm becomes smaller 3. There has been a substantive increase in delivery care by medical professions in the study area, with an annual increase rate of 10% due to midwives input in the study areas. The project had about two times greater effect on postnatal care (68% vs. 33%) at delivery care(45.2% vs. 26.1%). 4. The study area had better reproductive efficiency (wanted pregancies with FP practice & healthy live births survived by one year old) than the control area, especially among women under 30 (14.1% vs. 9.6%). The proportion of women who preferred the 1st trimester for their first prenatal care rose significantly in the study area as compared to the control area (24% vs 13%). B) Effects on Interactive Linkage 1. This project made a contribution in making several useful steps in the direction of service integration, namely; i) The health workers have become familiar with procedures on how to work together with each other (especially with a midwife) in carrying out their work in FP/MCH and, ii) The health workers have gotten a feeling of the usefulness of family health records (statistical integration) in identifying targets in their own work and their usefulness in caring for family health. 2. On the other hand, because of a lack of required organizational factors, complete linkage was not obtained as the project intended. i) In regards to the government health worker's activities in terms of home visiting there was not much difference between the study & control areas though the MW did more home visiting than Government health workers. ii) In assessing the service performance of MW & health workers, the midwives balanced their workload between 40% FP, 40% MCH & 20% other activities (mainly immunization). However, $85{\sim}90%$ of the services provided by the health workers were other than FP/MCH, mainly for immunizations such as the encephalitis campaign. In the control area, a similar pattern was observed. Over 75% of their service was other than FP/MCH. Therefore, the pattern shows the health workers are a long way from becoming multipurpose workers even though the government is pushing in this direction. 3. Villagers were much more likely to visit the health sub-center clinic in the study area than in the control area (58% vs.31%) and for more combined care (45% vs.23%). C) Organization factors (admistrative integrative issues) 1. When MW (new workers with higher qualification) were introduced to HSC, it was noted that there were conflicts between the existing HSC workers (Nurse aids with less qualification than MW) and the MW for the beginning period of the project. The cause of the conflict was studied by an anthropologist and it was pointed out that these functional integration problems stemmed from the structural inadequacies of the health subcenter organization as indicated below; i) There is still no general consensus about the objectives and goals of the project between the project staff and the existing health workers. ii) There is no formal linkage between the responsibility of each member's job in the health sub-center. iii) There is still little chance for midwives to play a catalytic role or to establish communicative networks between workers in order to link various knowledge and skills to provide better FP/MCH services in the health sub-center. 2. Based on the above findings the project recommended to the County Chief (who has power to control the administrative staff and the technical staff in his county) the following ; i) In order to solve the conflicts between the individual roles and functions in performing health care activities, there must be goals agreed upon by both. ii) The health sub·center must function as an autonomous organization to undertake the integration health project. In order to do that, it is necessary to support administrative considerations, and to establish a communication system for supervision and to control of the health sub-centers. iii) The administrative organization, tentatively, must be organized to bind the health worker's midwive's and director's jobs by an organic relationship in order to achieve the integrative system under the leadership of health sub-center director. After submitting this observation report, there has been better understanding from frequent meetings & communication between HW/MW in FP/MCH work as the program developed. Lessons learned from the Seosan Project (on issues of FP/MCH integration in Korea); 1) A majority or about 80% of the couples are now practicing FP. As indicated by the study, there is a growing demand from clients for the health system to provide more MCH services than FP in order to maintain the achieved small size of family through FP practice. It is fortunate to see that the government is now formulating a MCH policy for the year 2,000 and revising MCH laws and regulations to emphasize more MCH care for achieving a small size family through family planning practice. 2) Goal consensus in FP/MCH shouBd be made among the health workers It administrators, especially to emphasize the need of care of 'wanted' child. But there is a long way to go to realize the 'real' integration of FP into MCH in Korea, unless there is a structural integration FP/MCH because a categorical FP is still first priority to reduce the rate of population growth for economic reasons but not yet for health/welfare reasons in practice. 3) There should be more financial allocation: (i) a midwife should be made available to help to promote the MCH program and coordinate services, (in) there should be a health sub·center director who can provide leadership training for managing the integrated program. There is a need for 'organizational support', if the decision of integration is made to obtain benefit from both FP & MCH. In other words, costs should be paid equally to both FP/MCH. The integration slogan itself, without the commitment of paying such costs, is powerless to advocate it. 4) Need of management training for middle level health personnel is more acute as the Government has already constructed 90 MCH centers attached to the County Health Center but without adequate manpower, facilities, and guidelines for integrating the work of both FP and MCH. 5) The local government still considers these MCH centers only as delivery centers to take care only of those visiting maternity cases. The MCH center should be a center for the managment of all pregnancies occurring in the community and the promotion of FP with a systematic and effective linkage of resources available in the county such as i.e. Village Health Worker, Community Health Practitioner, Health Sub-center Physicians & Health workers, Doctors and Midwives in MCH center, OBGY Specialists in clinics & hospitals as practiced by the Seosan project at primary health care level.

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선형가속기의 10년간 가동률과 고장률에 관한 통계분석 (Statistical Analysis of Operating Efficiency and Failures of a Medical Linear Accelerator for Ten Years)

  • 주상규;허승재;한영이;서정민;김원규;김태종;신은혁;박주영;여인환;최동락;안용찬;박원;임도훈
    • Radiation Oncology Journal
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    • 제23권3호
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    • pp.186-193
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    • 2005
  • 목적: 방사선치료의 핵심 장비인 선형가속기의 10년간 고장 기록을 분석하여 효율적인 관리 지표로 활용하고자 한다. 대상 및 방법: 1994년 4월부터 2004년 12월까지 10년 8개월간 의공기술과에서 기록한 장비 수리일지와 사용자가 기록한 업무일지의 내용을 통계분석을 통해 관리실태를 분석했다. 장비 장애 요인을 다각적으로 분석하기 위해 고장 원인을 치료기 부위별로 세분했고, 고장 발생 시 치료업무에 미치는 영향에 따라 세 단계로 구분하여 조사했다. 또한, 장비 사용량이 고장에 미치는 영향을 분석하기 위해 연간 치료 환자 수와 고장건수, 중요 부속의 평균 수명, 수리비용 등을 분석했다. 결과: 10년간 발생한 전체 고장건수는 587건이였으며, 이중 조사헤드부의 고장이 전체 건수의 $20\%$ 차지해 가장 높게 나타났고, 고장이 미치는 영향에서는 일시적 장애에 해당하는 '조사능력 저하'상태의 고장이 $41\%$를 차지해 가장 높았다. 고장 부위에 따른 장애 영향 분석에서는 장애 등급이 가장 높은 '조사 불가능'상태의 고장이 가속부에서 전체 건수의 약 $10\%$를 차지해 가장 높게 나타났으며, 고장과 관련된 각종 지표 및 수리비용은 사용연수 및 치료건수가 증가함에 따라 함께 증가했다. 중요 부속의 평균 수명은 클라이스트론과 싸이라트론의 경우 치료건수가 증가함에 따라 교체 주기가 빨라져 각각 제조사 권고치의 $42\%,\;83\%$ 수준이었다. 결론; 안정적인 치료서비스 제공을 위해서는 사용 연수가 증가함에 따라 장비 관리의 필요성이 더욱 중요시되어야하며, 10년간 장비 관리기록을 통해 얻은 각종 지표가 향후 예방적 관리의 좋은 지침이 될 것으로 생각된다.방사선으로 인한 폐손상 시에 항섬유증 약물로의 사용가능성을 확인하였다.방향으로 2.1 mm, 그리고 SI 방향으로 1.7 mm이다. 결론: 연구 결과 SSD, CLD, 클립의 움직임 및 isocenter의 위치변화 측면에서 분석될 경우 그다지 큰 오차는 발생하지 않았음을 보여준다. 그러므로 본 연구결과 유방암 환자의 경우 진단용 CT를 사용한다 하더라도 준비오차는 모의 CT를 사용하는 경우와 비교하여 차이가 없음을 알 수 있다. 그러나 모의치료와 CT스캔 사이의 준비오차를 감소하기 위해서는 CT 영상 획득 시 환자 위치고정에 특별한 주의를 기울여야 한다.EX>$\alpha/\beta$=10인 경우 $62.0\~121.9\;Gy_{10}$ (중앙값: $93.0\;Gy_{10}$)의 분포를, ${\alpha/\beta}=3$인 경우 $93.6\~187.3\;Gy_3$ (중앙값=$137.6\;Gy_3$ )의 분포를 보였다. MD-BED $Gy_3$는 직장합병증 발생과의 관계는 통계적으로 유의하였고, 방광합병증과는 유의하지 않았다. 직장합병증과의 연관성은 MD-BED $Gy_3$보다 개별 환자의 직장전벽 총 선량 BED값인 R-BED $Gy_3$가 훨씬 더 높았다. 요도카테터 풍선의 후방지점이 대변하는 방광의 총 선량 BED값인 V-BED $Gy_3$도 방광합병증과 경향성 테스트에서 통계적 유의성을 보였다. 하지만, 어떠한 방사선선량도 골반제어율과 의미 있는 상관관계를 보이지 않았다. 본 기관에서 주치의의 선호도에 따라 강내근접치료가 외부방사선치료의 중간에 시행되는

쇼핑 가치 추구 성향에 따른 쇼핑 목표와 공유 의도 차이에 관한 연구 - 전자제품 구매고객을 중심으로 (Shopping Value, Shopping Goal and WOM - Focused on Electronic-goods Buyers)

  • 박경원;박주영
    • 마케팅과학연구
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    • 제19권2호
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    • pp.68-79
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    • 2009
  • The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.

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