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Shalf Life Enhancement of Minimally Processed Fruits and Vegetables

  • Kim, Dong-Man
    • Proceedings of the Korean Society of Postharvest Science and Technology of Agricultural Products Conference
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    • 1993.12a
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    • pp.6-9
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    • 1993
  • According to changes in population, economic conditions, life-stile and eating habits, the frui ts and vegetables market wi 11 be shi fted from processed (i. e. , canned) to fresh. Undressed fresh produce, consisting of washed, disinfected and peeled fruits and vegetables that either sliced or grated, are currently increased in demand by retail and institutional market which use them as salad components or in ready-to use foods, Main attributes of minimally processed fruits and vegetables are convenience and fresh-like quality. Minimally processed Products readily deteriorate in quality, especially color and texture, as a result of endogeneous enzyme enhanced respiration and microorganisms which lead to reduced shelf Iife. According to changes in population, economic conditions, life-stile and eating habits, the frui ts and vegetables market wi 11 be shi fted from processed (i. e. , canned) to fresh. Undressed fresh produce, consisting of washed, disinfected and peeled fruits and vegetables that either sliced or grated, are currently increased in demand by retail and institutional market which use them as salad components or in ready-to use foods, Main attributes of minimally processed fruits and vegetables are convenience and fresh-like quality. Minimally processed Products readily deteriorate in quality, especially color and texture, as a result of endogeneous enzyme enhanced respiration and microorganisms which lead to reduced shelf Iife. Thus. to prevent these undesirable changes , val'ious techniques such as controlled atmosphere (CA) storage, modified atmosphere OIA) storage, including vacuum packaging have been receiving considerable attention, Although milch research has been done to find optimal conditions for whole intact frui ts and vegetables, only limi ted information is avai lable on fresh cut. and other minimally processed products. 81 iced frui ts exhibi t increas~d ethylene production and respiration compal'ed to whole f, 'uits during distribution in response to tissue damage. As a result, accelerated senescence and enzymatic browning OCCUI', Recent l'esearch on minimally processed fl'uits and vegetables has mainly focused on methods to inhibit browning, due to ban on use of sulfur dioxide, In order to retard or prevent these physiological changes, val'ious al ternatives, reducing agents. acidulants, chelating agents and inol'ganic sal ts have been evaluated for use on fresh cut fl'ui ts. Al though some agents were effective replacement for sulfur dioxide. consum$\textregistered$I'S demandless use of chemical on such products. Shel~ life of minimally processed products has been extended by inhibition of metabolic reactions associated with loss of quality and by inhibition of aerobic spoilage caused by wide variety of microorganisms. Appl ication of ~I.-\ packaging, including vacuum packaging, retards the rate of respiration, prevents growth of aerobic spoilage organisms, inhibits oxidation and color deterioration. Tissue softening is another major problem in minimally processed products because enzymes re 1 a ted to ce 11 wa 11 degrada t i on are not inactivated. Various treatments have been investigated for retardation of the softening of sliced products. Some studies have concentrated on the application of an active packaging system with ~I, l. packaging and calcium infi 1 tration as possible measures to retain firmness of processed products. In my opinion, one important step for production of minimally processed frui ts wi th favorabl e color of cut surface and firm texture is the selection of better cultivar. As the view, changing tendency of fresh color by apple cultivars and relationship between the tendency and PPO activity will be discussed in the seminar. In addition to the topic, research result on quality enhancement of fresh apple slices by heat shock treatment will be introduced.

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Analysis of the Quantitative Effect of Seoul Social Welfare Budget Spending (서울시 사회복지 예산지출의 계량적 효과 분석)

  • Kim, Keum Hwan;Joe, Soon Joem
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.9 no.2
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    • pp.163-173
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    • 2014
  • Budget for social welfare social welfare with a sharp increase in business is to be expanded in various fields. At this point, do the social welfare policies of local governments and assistance projects supported by the Seoul Metropolitan Government's justification and rationale for concluding that we need clarity, and welfare economics point of this study is related to social welfare spending budget and other areas in Seoul quantitative effects of the economic effects were investigated. Social welfare policy for the achievement of corporate and personal consumption spending behavior is continuously and directly or indirectly derived thereby, and Seoul Industry Input-Output Tables in this study to re-create the social welfare spending as the economic effects of production, value added, employment, work and how do you contribute to the quantitative estimation of suggested. Municipal social welfare spending in Seoul by the annual production of 10.02 trillion won sikimyeo caused, directly or indirectly Article 6 billion in 4936 to spread the value was analyzed. In addition, employment and 203,430.3 132,992.3 people letting people was estimated to generate employment. These results suggest that social welfare spending and social spending in the atmosphere is recognized as a social and financial pressures caused controversy at the present time factor in the welfare sector and the government's social welfare policy in Seoul, intervention and support and assistance of the the validity of the justification debate eventually be supported through empirical analysis depends on whether we believe in, and for this study it as a basis for presenting the fundamental study has its significance. In addition, Korea is not a welfare budget is spent volatile social and economic impact on a variety of industries that derive a significant number were found in this study, continued political support and social consensus through research is needed.

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Effects of the Odor Abatement System in a Naturally Ventilated Growing Finishing Pig House (자연환기식 육성.비육돈사의 악취탈취장치 적용효과)

  • Lee, S.H.;Yun, N.K.;Kim, K.W.;Yum, S.H.;Cho, Y.H.
    • Journal of Animal Environmental Science
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    • v.14 no.1
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    • pp.31-38
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    • 2008
  • Ammonia gas is one of the malodorous gases from swine production facilities, such as manure storage tank, manure fermentation facilities, and livestock houses, etc. Ammonia gas from swine house is being emitted at relatively low concentrations throughout the year. Therefore, livestock facilities were continuously ventilated to supply fresh air for respiration of the animals internal the livestock facilities. The swine facilities need very high ventilation rate to control the inside environmental conditions. The deodorization system of the livestock facilities must be developed considering the ventilation rates. The odor abatement system was installed in order to improve the internal environment of the naturally ventilated growing-finishing pig house. The system which distributes the deodorized air into inner space of the swine house by using plastic duct was installed. Since the internal environment, effected by the operation of the odor abatement system, is monitored by closing the winch curtain installed on the side wall of the pig house, the experiment was practiced at the season when the internal environment becomes aggravated, winter. The effects on the improvement in the internal environment of swine house by operating the odor abatement system are as follows ; 1. By re-distributing the air which was deodorized by the odor abatement system installed in the pig house, the result showed that the concentration of ammonia gas is decreased approximately 33.3% compared with that before operating odor abatement system. 2. The effect on the pig house's ammonia gas reduction was found that the ventilation rate was less than $0.5m^3$/min head. The effect of the operation of the odor abatement system showed to be scarce when the ventilation rate increases because of the influx of external fresh air makes the quantity of diluted air more than those of the odor abatement system. 3. The perishment rate of the pigs which were brooded until slaughtering decreased about 3.8% by operating the odor abatement system in the growing-finishing pig house. Also, after operating the odor abatement system, the stinging of the eyes, suspension dust, etc were decreased when going into swine house for management.

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Study on Dry Matter Yields and Persistence of Forage Plants Using Cattle Feedlot Manure in Fallow Paddy Land Located in the Mid-mountain Area (퇴구비를 시용한 중산간지 휴경답에서 초종별 영속성 및 건물생산성에 관한 연구)

  • Yoon, Sei-Hyung;Ji, Hee-Chung;Lee, Sang-Hoon;Choi, Eun-Min;Jeong, Min-Woong
    • Journal of The Korean Society of Grassland and Forage Science
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    • v.30 no.4
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    • pp.317-324
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    • 2010
  • Recently, fallow paddy land located in the mid-mountain area (FPL) due to a decrease in rice consumption has increased in some regions of our country. So, grasses and forage crops available for years in once sowing should be introduced in FPL. This study was conducted to develop the technique for cultivation of grasses and forage crops using animal manure in FPL The field experiments were carried out from 2007 to 2009 on FPL at Kumsan, Chungbuk province in Korea. Cattle feedlot manure (CFM) was prepared by mixing feces and urine of cattle with rice straw in cattle feedlot for 6 months. The experimental plots were consisted of four treatments; tall fescue-based mixed pasture applied with chemical fertilizer (Control), mono-tall fescue pasture (MTFP), tall fescue-based mixed pasture (TFBMP), mono-Perennial ryegrass (MPR-FCM), mono-Italian ryegrass (MIR-FCM), mono-Red clover (MRC-FCM) and mono-Reed canarygrass (MRCG-FCM) applied with FCM. The field of tall fescue-based pasture had been sown with a grasses mixture containing 'Fawn' tall fescue, 'potomac' orchardgrass, 'Reveille' Perennial ryegrass, and 'kenblue' Kentuky bluegrass, 'Kenland' Red clover. Seeding rates were 16, 6, 4, 2 and $2\;ha^{-1}$, respectively. DM yields of forages and rates of grass coverage was higher in MTFP, TFBMP and MRCG-FCM as compated with control treatment. This result means that FPL has contained with favorable conditions for growing grass, because forage productivity is more than 15 tons per ha per year in fallow paddy land. In addition, the farmer can save the trouble of repeated plowing and sowing every year, due to the introduction of perennial grasses. The farmer must conduct the re-seeding and induce the improvement of management methods for the elevation of the persistence of red clover and perennial ryegrass, because both red clover and perennial ryegrass having high nutritive value and palatability was less persistent. Therefore, we suggest that FPL may be the good land for forage production utilizing FCM and FCM can be applied on FPL without any negative effects on DM production and the property of soil. FPL of Korea can be better utilized by applying FCM to the mono and/or mixed swards.

Study on Dry Matter Yields and Persistence of Forage Plants Using Swine Slurry in Fallow Paddy Land Located in the Mid-mountain Area (돈분액비를 시용한 중산간지 휴경답에서 다년생 목초의 초종별 영속성 및 건물생산성에 관한 연구)

  • Yoon, Sei Hyung;Kim, Sang Woo;Lim, Young Chul;Jung, Min Woong
    • Journal of The Korean Society of Grassland and Forage Science
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    • v.32 no.4
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    • pp.411-418
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    • 2012
  • This study was conducted to develop the technique for cultivation of forage crops using swine slurry in fallow paddy land located in the mid-mountain area (FPL). The field experiments were carried out from 2007 to 2009 on FPL at Kumsan, Chungbuk province in Korea. Swine slurry was prepared which decayed for 6 months. The experimental plots were consisted of seven treatments; tall fescue-based mixed pasture applied with chemical fertilizer (Control), mono-tall fescue pasture (MTF), tall fescue-based mixed pasture (TFBM), mono-Perennial ryegrass (MPR), mono-Italian ryegrass (MIR), mono-Red clover (MRC and mono), Reed canarygrass (MRCG) applied with swine slurry. The field of tall fescue-based pasture had been sown with a grasses mixture containing 'Fawn' tall fescue, 'potomac' orchardgrass, 'Reveille' Perennial ryegrass, and 'kenblue' Kentuky bluegrass, 'Kenland' Red clover. Seeding rates were 16, 6, 4, 2 and 2 (kg) per ha, respectively. DM yields of forages and rates of grass coverage were higher in MTF, TFBM and MRCG as compared with control treatment. This result means that FPL has contained with favorable conditions for growing grass, because forage productivity is more than 14.5 tons per ha per year in fallow paddy land. In addition, the farmer can save the trouble of repeated plowing and sowing every year, with the introduction of perennial grasses. The farmer must conduct the re-seeding and induce the improvement of management methods for the elevation of the persistence of red clover and perennial ryegrass, because both red clover and perennial ryegrass having high nutritive value and palatability was less persistent. Therefore, we suggest that FPL may be the good land for forage production utilizing swine slurry and swine slurry can be applied on FPL without any negative effects on DM production and the property of soil. FPL of Korea can be better utilized by applying swine slurry to the mono and/or mixed swards.

Number of intrauterine eggs in female Enterobius Mermicularis by body length (요충 자충의 길이별 보유 충란수)

  • Jo, Seung-Yeol;Jang, Im-Won;Jang, Hyeon-Jeong
    • Parasites, Hosts and Diseases
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    • v.23 no.2
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    • pp.253-259
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    • 1985
  • In order to correlate the number of eggs In female Enterobius vermicularis with their body length and to re-evaluate the number of eggs liberated by gravid females, a total of 203 worms were examined. Those females were removed from naturally infected orphans with mebendazole (100mg) and had been fixed in 10% formalin(Cho et al., 1981). The decent ones which were selected under dissecting microscope were unbroken, neatly fixed females without contaminated eggs on their surface. The worms were measured by their body length, softened in 0.1N NaOH solution overnight, and teased by dissecting needles. And their number of shelled eggs was measured in a counting chamber made as described by Denham et at. (1971). The results were summarized as follows: 1. The observed females, 4.10~9.90mm long, began to have shelled eggs in uterus when body length was 5.50mm or longer. 2. The percentage of females with eggs in uterus was as follows by range of body length: 25% in 5.50~5.99mm long, 53.3% in 6.00~6.49mm long, 86.7% in 6.50~6.99mm long, 95.2% in 7.00~7.49mm long and 100% in 7.50mm or longer. 3. The mean and standard deviation of egg number were as follows by the length of females: $19{\pm}50$ in 5.50~5.99mm long, $734{\pm}1,597$ in 6.00~6.49mm long, $1,473{pm}1,606$ in 6.50~6.99mm long, $1,530{\pm}2,055$ in 7.00~7.49mm long, $2,567{\pm}2,046$ in 7.50~7.99mm long, $5,598{\pm}2,470$ in 8.00~8.49mm long, $9,318{\pm}2,651$ in 8.50~8.99mm long, $10,678{\pm}2,892$ in 9.00~9.49mm long and $13,323{\pm}1,778$ in 9.50~9.90mm long. 4. The numbers of uterine eggs showed greater individual variation when the female lengths were in range of 5.5~8.0mm. When the female length was longer than 9.0mm, the egg numbers were over 10,000 in majority, and showed lesser individual variations. Above results su99ested that the e99 Production in female 5. vermicularis began in 28~32 days after infection and that in early stapes, the egg Production varied by individual worms, but in gravid females longer than 9. Qmm at last deposited 10,000 to 16,000 eggs in their uterus with the least individual variations.

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Analysis of Physicochemical Properties of Red Ginseng Powder Based on Particle Size (홍삼분말 입자크기에 따른 이화학적 특성 분석)

  • Choi, Hee Jeong;Lee, Sang Yoon;Lee, Jung Gyu;Park, Dong Hyeon;Bai, Jing Jing;Lee, Byung-Joo;Kim, Yoon-Sun;Cho, Youngjae;Choi, Mi-Jung
    • Food Engineering Progress
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    • v.21 no.3
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    • pp.225-232
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    • 2017
  • Most of the red ginseng (RG) products contain active substances derived from hot water or alcohol extraction. Since active substances of RG are divided into two types - water-soluble and liposoluble - water or alcohol is needed as an extraction solvent and this leads the different extraction yields and components of the active substances. To overcome the limit, whole red ginseng powder can be used and consumed by consumers. In this study, the physicochemical properties and extractable active substance contents of variable-sized RG powder ($158.00{\mu}m$, $8.45{\mu}m$, and $6.33{\mu}m$) were analyzed, and dispersion stability was measured to investigate the suitable size of RG powder for industrial processing. In the results, no significant difference was found from the changes in color intensity and thiobarbutric acid tests at $4^{\circ}C$, $25^{\circ}C$, and $40^{\circ}C$ for 4 weeks. There was no significant difference on the production of antioxidants and ginsenoside among the samples (p>0.05). In dispersion stability, $RG-158.00{\mu}m$ was precipitated immediately, and the dispersion stabilities between $RG-8.45{\mu}m$ and $RG-6.33{\mu}m$ showed no significant difference. It implies that fine RG is suitable for the production process. With further study, it seemed that the physicochemical effects of RG particle sizes can be clearly revealed.

Climate-Smart Agriculture (CSA)-Based Assessment of a Rice Cultivation System in Gimje, Korea (한국 김제의 벼 경작 시스템의 기후스마트농업 (Climate-Smart Agriculture) 기반의 평가)

  • Talucder, Mohammad Samiul Ahsan;Kim, Joon;Shim, Kyo-Moon
    • Korean Journal of Agricultural and Forest Meteorology
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    • v.23 no.4
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    • pp.235-250
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    • 2021
  • The overarching question of this study is how a typical rice cultivation system in Gimje, Korea was keeping up with the triple-win challenge of climate-smart agriculture (CSA). To answer this question, we have employed (1) quantitative data from direct measurement of energy, water, carbon and information flows in and out of a rice cultivation system and (2) appropriate metrics to assess production, efficiency, GHG fluxes, and resilience. The study site was one of the Korean Network of Flux measurement (KoFlux) sites (i.e., GRK) located at Gimje, Korea, managed by National Academy of Agricultural Science, Rural Development Administration. Fluxes of energy, water, carbon dioxide (CO2) and methane (CH4) were directly measured using eddy-covariance technique during the growing seasons of 2011, 2012 and 2014. The production indicators include gross primary productivity (GPP), grain yield, light use efficiency (LUE), water use efficiency (WUE), and carbon uptake efficiency (CUE). The GHG mitigation was assessed with indicators such as fluxes of carbon dioxide (FCO2), methane (FCH4), and nitrous oxide (FN2O). Resilience was assessed in terms of self-organization (S), using information-theoretic approach. Overall, the results demonstrated that the rice cultivation system at GRK was climate-smart in 2011 in a relative sense but failed to maintain in the following years. Resilience was high and changed little for three year. However, the apparent competing goals or trade-offs between productivity and GHG mitigation were found within individual years as well as between the years, causing difficulties in achieving the triple-win scenario. The pursuit of CSA requires for stakeholders to prioritize their goals (i.e., governance) and to practice opportune interventions (i.e., management) based on the feedback from real-time assessment of the CSA indicators (i.e., monitoring) - i.e., a purpose-driven visioneering.

Evaluation of Cultivation Limit Area for Different Types of Barley owing to Climate Change based on Cultivation Status and Area of Certified Seed Request (기후변화에 따른 맥종별 재배실태와 보급종 보급지역에 의한 재배한계지 평가)

  • Park, Hyun Hwa;Lee, Hyo Jin;Roh, Sug Won;Hwangbo, Hoon;Kuk, Yong In
    • KOREAN JOURNAL OF CROP SCIENCE
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    • v.67 no.2
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    • pp.95-110
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    • 2022
  • This study was conducted to determine the extent to which climate change is expanding areas in which barley can be successfully cultivated. In 2019 and 2020, we collected data on areas that had requested certified seeds from the Korea Seed and Variety Service to determine potential cultivation areas. In addition, we surveyed the growth and yield of different types of barley in fields. Certified seeds of hulled and dehulled barley were requested by farmers across Korea from the Korea Seed and Variety Service in both years. Areas that were provided with certified seeds were considered potential barley cultivation areas. The varieties and use rates of certified seeds varied based on the barley type and region. For example, certified seeds of dehulled barley in 2019 and 2020 were not used in some areas, whereas in others, these seeds constituted 100% of the seeds sown for barley crops. In 2019 and 2020, the average sowing days in Korea were from October 17 to November 9 for dehulled barley, October 26 to November 13 for hulled barley, October 19 to November 5 for malting barley, and October 3 to November 1 for naked oats. Thus, the sowing days of the barley types varied depending on the area and year they were used. For example, in the case of hulled barley in Jeonnam, some farmers sowed until December 12. The yield per 10 a of barley cultivation was typically higher in the main production areas than in the cultivation limit areas. In extreme cases, harvest was impossible in some cultivation limited areas, such as Gangwon-do. Based on the current 20-year January minimum average temperature (JMAT) in Korea (2002-2021), climate change scenarios suggest that barley cultivation is feasible, provided that the minimum temperature in January is no lower than -10℃, -8℃, and -4℃ for hulled barley, dehulled barley, and for malting barley and naked oats, respectively. Additionally, cultivation of barley across South Korea seems feasible based on data on certified barley seeds by area. Although both JMAT and certified seed data suggest that barley cultivation across Korea is feasible, our survey results of barley growth and yield showed that harvest was impossible in certain cultivation areas, such as Gangwon-do. Therefore, climate change scenarios related to the cultivation limits of different barley types need to be re-estimated by factoring in survey data on the growth and yield of crops within those cultivation areas.

Perceptional Change of a New Product, DMB Phone

  • Kim, Ju-Young;Ko, Deok-Im
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.3
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    • pp.59-88
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    • 2008
  • 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.

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