화강암(花崗岩), 화강편마암(花崗片麻岩), 석회암(石灰岩), 혈암(頁岩), 현무암등(玄武岩等) 우리나라의 주요(主要) 모암(母岩)에서 발달(發達)된 토양(土壤)을 대상(對象)으로 점토광물(粘土鑛物)의 생성과정(生成過程)을 구명(究明)하기 위하여 모암(母岩)의 조암광물(造岩鑛物)과 토양(土壤)으로 부터 분리(分離)한 모래와 미사(微砂)의 1차광물(次鑛物) 분포(分布)와 광물학적(鑛物學的) 특성변화(特性變化)를 보고(報告)한 바 있다. 본보(本報)에서는 점토(粘土)에 대한 화학조성(化學組成), 광물(鑛物)의 분리동정(分離同定) 및 특성변화(特性變化)를 기(旣) 보고(報告)된 성적(成績)과 관련(關聯)시켜 고찰(考察)함으로써 각 토양점토광물(土壤粘土鑛物)의 풍화생성과정(風化生成過程)을 모암(母岩)의 조암광물(造岩鑛物)로 부터 종합적(綜合的)으로 구명(究明)코자 하였으며, 아울러 점토광물(粘土鑛物)의 정량화(定量化)를 시도(試圖)하였던 바 그 결과를 요약(要約)하면 다음과 같다. 1. 점토(粘土)의 양(陽)이온치환용량(置換容量)은 vermiculite, chlorite 또는 illite 함량(含量)이 많을 수록 크며, vermiculite 함량(含量)이 많은 점토(粘土)라도 수산화물(水酸化物)의 층간침입(層間侵入) 정도(程度)가 크면 양(陽)이온치환용량(置換容量)은 적어지는 경향(傾向)이었다. 2. 화강암(花崗岩)과 화강편마암(花崗片摩岩)의 장석류(長石類)는 kaolin광물(鑛物)로 대부분 풍화(風化)되었고, 이밖의 운모광물(雲母鑛物), 연이석(緣泥石), 각섬석(角閃石), 휘석(輝石)으로 부터 생성(生成)된 illite, chlorite, vermiculite는 풍화중간(風化中間)에 illite/vermiculite와 illite/chlorite, 그리고 chlorite/vermiculite의 혼층단계(混層段階)를 거치게 되고 최종적(最終的)으로 kaolin광물(鑛物)로 풍화(風化)되는 것으로 판단(判斷)되며 vermiculite에 수산화물질(水酸化物質)의 층간침입정도(層間侵入程度)는 표토(表土)로 갈수록 증대(增大)되는 경향(傾向)이었다. 3. 석회암(石灰岩) 토양(土壤)의 점토(粘土)에는 smectite가 상당량(相當量) 함유(含有)되었으며, 이는 Mg농도(濃度)가 높은 토양용액(土壤溶液)으로 부터 직접(直接) 침전(沈澱)되어 생성(生成)되었거나, 운모(雲母) 또는 chlorite에서 유래(由來)된 vermiculite의 변성작용(變成作用)에 의해 생성(生成)되는 것으로 해석(解釋)되었다. 4. 혈암(頁岩) 토양(土壤)의 점토(粘土)에 다량(多量) 존재(存在)하는 illite는 주로 풍화(風化)에 저항성(抵抗性)이 큰 미립자(微粒子)의 함수백운모(含水白雲母)로 유래(由來)되는 것으로 보이며, 토양(土壤)의 발달정도(發達程度)에 따라 함수백운모(含水白雲母)
Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.
충남(忠南) 전북지방(全北地方) 적송림(赤松林)의 천이과정(遷移過程)을 연구(研究)하기 위하여 솔잎혹파리의 피해지속기간(被害持續期間)에 따라 피해극기지(被害極基地) (5년전(年前)에 피해발생(被害発生))인 공주(公州)(A), 피해지속지(被害持續地)(10년전(年前)에 피해발생(被害発生))인 부여(扶餘)(B), 피해회복지(被害回復地)(20년전(年前)에 피해발생(被害発生))로서 고창지역(高敞地域)(C)을 조사지역(調査地域)으로 설정(設定)하고, 각(各) 조사지역별(調査地域別)로 환경요인(環境要因)과 식생상태(植生狀態)를 調査하여, 환경요인(環境要因)과 식생상태(植生狀態), 삼림군집(森林群集)의 비교(比較), 식물상(植物相)의 변화(変化) 등(等)을 분석(分析)한 결과(結果)를 요약(要約)하면 다음과 같다 1. 임분(林分)이 솔잎혹파리피해(被害)로 부터 회복(回復)되어 감에 따라 식생구성(植生構成)에 변화(変化)가 오고 대상수종(代償樹種)으로 발달(発達)된 참나무류(類)의 상대우점치(相対優点値)가 감소(減小)되었다. 그러나 본(本) 조사지역내(調査地域內)에서는 상수리나무의 상대우점치(相対優点値)가 다른 참나무류(類) 보다 높았다. 2. 솔잎혹파리피해(被害)가 지속(持續)됨에 따라 삼림군집(森林群集)의 종구성상태(種構成狀態)가 점차 다양(多樣)하여진다. 그후 피해(被害)가 회복(回復)됨에 따라 임분(林分)의 종구성상태(種構成狀態)는 단순화(单純化)되는 것으로 나타났다. 3. 상대밀도(相対密度) 및 상대우점치(相対優点値)의 상대치(相対値)에 의(依)한 식생천이(植生遷移)를 종합분석(綜合分析)한 결과(結果) 솔잎혹파리피해(被害)의 극심(極甚)에서 우점종(優点種)을 이루던 참나무류(類)가 피해(被害)로부터 회복(回復)되어감에 따라 그 값이 감소(減少)되고, 싸리류(類), 진달래류(類) 등(等)이 하층식생(下層植生)을 형성(形成)하는 삼림군집(森林群集)으로 변화(変化)하여 갔다. 4. 식생(植生)에 미친 토심(土深), 토양함수량(土壤含水量), 유기물함량(有機物含量), 그리고 유기물층(有機物層)의 두께는 본(本) 조사대상지(調査対象地)의 범위내에 있어서는 거의 같은 것으로 사료(思料)되었고 연평균강수량(年平均降水量)과 온도(温度)도 유사(類似)하였다고 본다.