• Asia Marketing Journal
• /
• v.14 no.2
• /
• pp.65-96
• /
• 2012

Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R² of adoption of rumor is .476 and R² of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

• Journal of agricultural medicine and community health
• /
• v.30 no.2
• /
• pp.167-182
• /
• 2005

Objectives: This study was performed to investigate the prevalence of knee osteoarthritis according to the criteria of diagnosing knee osteoarthritis in rural women and the factors related with this disease. Methods: The data obtained from 200 women older than 40 years of age residing in 5 Ri's in Goryeong-gun. Gyeongsanbuk-do by random cluster sampling from September to October 2002. Knee osteoarthritis was determined positive according to the Kellgren and Lawrence classification and knee pain. Results: Among these subjects, 71.0% showed more than grade 2 in radiologic finding and the rate of knee pain according to the survey was 67.0%. The rate of subjects meeting the criteria of knee osteoarthritis was 54.0%. According to univariate analysis, the prevalence of knee osteoarthritis increased with age and those farming people and people working in household industry was significantly high at 58.9% compared with others. The prevalence of knee osteoarthritis showed a significant relationship with the family history and past history of knee injury and knee surgery(p<0.01), and diabetes mellitus(p<0.05). The score of ADL was significantly different in the subjects with knee osteoarthritis compared with normal group(p<0.05). When the presence of knee osteoarthritis and the period of the life style of seating down on the floor were compared, a significant difference was present between the osteoarthritis group and normal group. As for metabolic factors, the blood sugar level, bone density, and body mass index(BMI) were significantly different in the osteoarthritis group compared with normal group. When multiple logistic regression analysis was performed with the presence of knee osteoarthritis as the dependent variable, the prevalence of knee osteoarthritis was significantly affected by older age, subjects farming or working in household industry, the history of knee injury, the history of surgery, higher blood sugar level, and higher BMI. Conclusions: These subjects need an intervention through self-care programs such as exercise for preventing osteoarthritis, weight control programs, other exercise programs strengthening knee joints, and guidelines when working in vinyl houses.

• Clinical and Experimental Pediatrics
• /
• v.51 no.2
• /
• pp.188-203
• /
• 2008

Purpose : Asthma is one of the most common chronic childhood disease. Education of asthmatic children and their families about asthma and its management may improve disease control, reduce symptoms, and improve school performance. The aim of the study was to evaluate the effects of an intensive asthma education program in asthmatic children and their families on outcome measure of asthma management behavior scale, knowledge about asthma, self efficacy scale and quality of life. Methods : Fifteen asthmatic children and their families were invited the intensive asthma education program which including allergen avoidance, management of asthma, correct use of the inhalation devices and control of exercise-induced asthma (study group). Fifteen asthmatic children and their families those who did not participate this program were served as control group. Participants were asked to complete a written questionnaire before and 3-month after the program. Results : After completing the intensive education program, significant improvement of the childrens asthma management behavior scale (27.1 vs. 32.2, P=0.011), belief and knowledge about asthma (14.2 vs. 17.9, P<0.001), self efficacy (47.9 vs. 49.7, P=0.091) and quality of life (79.6 vs. 88.6, P<0.001) was noted in the study group by measuring questionnaires. There are increasing tendencies in parental asthma management behavior scale and knowledge about asthma. Conclusion : This intensive asthma education program is effective in improving asthma control, self efficacy and quality of life of asthmatic children. This should serve as a national model for family-based programs for asthmatic children and their families.

• Journal of Korean Home Economics Education Association
• /
• v.18 no.1 s.39
• /
• pp.49-64
• /
• 2006

The objective of this research is to see the current status of application and development of web contents data, and to suggest the way to improve the application and development of web contents data in home economics classes in middle schools. The respondents of the research were 312 middle school home economics teachers from all over the nation, and the tool was a questionnaire which consist of 22 questions about general status of the person who was answering and their recognitions and demands on the application and development of the web contents data. The major findings were as follows : 1) 88.5% of the sample responded that they accurately grasped a meaning of a class employing web contents data, and as for effects on preparation of professional study. 2) Most of the teachers were making good use of materials from the web in their classes. They responded that it maximized the efficiency of students' learning. Some didn't use the web contents in their classes. The reasons why the web contents data usage had been low were that the classrooms were not equipped properly (43.2%) and it took long time to create web contests (37.8%). 3) Kinds of web contents data that showed the most amount of usage were the presentations (48.4%), multi-media teaching materials(23.7%), and moving pictures(19.9%). 4) Teaches wanted to improve these particular materials among the web contents: family life and home, administration and environment of resources, and clothing preparation and administration. As for the lessons, teachers wanted developments of contents of lessons, generating motives, and evaluation to be by individual teachers or curriculum researchers' societies, and 30.8% were by Korea Education & Research Information Service (KERIS).

• Management & Information Systems Review
• /
• v.29 no.4
• /
• pp.143-167
• /
• 2010

Diverse research topics relating to Social Network Services (SNS) such as, social affective factors in relationships among internet users, social capital value of SNS, comparing attributes why users are intending to participate in SNS, user's lifestyle and their preferences, and the exploratory seeking potential of SNS as a social capital need to be focused on. However, these researches that have been undertaken only consider facts at a particular period of the changing computing environment. In accordance with this indispensability, the integrated view on what technical, social and business characteristics and attributes need to be acknowledged. The purpose of this study is to analyze the evolving attributes and characteristics of SNS from Web 1.0 to Mobile web 2.0 through the Web 2.0 and Mobile 1.0 period. Based on the relevant literature, the attributes that drive the changing technological, social and business aspects of SNS have been developed and analyzed. This exploratory study analyzed major attributes and relationships between SNS and users by changing the paradigms which represented each period. It classified and chronicled each period by representing paradigms and deducted the attributes by considering three aspects such as technological, social and business administration. The major findings of this study are, firstly, the web based computing environment has been changed into the platform attribute for users in the aspect of technology. Users can only read, listen and view information through the web site in the early stages, but now it is possible that users can create, modify and distribute all kinds of information. Secondly, the few knowledge producers of web services have been changed into a collective intelligence by groups of people in the aspect of society. Information authority has been distributed and there is no limit to its spread. Many businesses recognized the potential of the SNS and they are considering how to utilize these advantages toward channel of promotion and marketing. Thirdly, the conventional marketing channel has been changed into oral transmission by using SNS. The market of innovative mobile technology such as smart phones, which provide convenience and access-ability toward customers, has been enlarged. New opportunities to build friendly relationship between business and customers as a new marketing chance have been created. Finally, the role of the consumer has been changed into the leading role of a prosumer. Users can create, modify and distribute information, and are performing the dual role of customer and producer.

• Sleep Medicine and Psychophysiology
• /
• v.7 no.2
• /
• pp.88-95
• /
• 2000

Objectives: The object of this experiment was to evaluate the effect of sleep deprivation on mood states of normal adults using a subjective scale and an objective scale, minimizing the effect of other factors other than that of sleep deprivation. Methods: Seventy volunteers were first participated in this sleep deprivation schedule, and 36 of them completed this experiment. The subjects and the control group members were all in their early 20's (mean $age=20.8{\pm}1.35$ vs $20.6{\pm}1.10$) and in good health. A log was checked by these subjects from a week before the laboratory study started. Drugs, alcohol and beverages containing any caffeine had been prohibited for a week before and during sleep deprivation periods. The study was performed only in summer to control other factors like sunlight, temperature and moisture. Before this experiment, the subjects had slept adequately for a week at least. On day 1 of the experiment the subjects got up at 6 a.m. and stayed in a sleep laboratory without sunlight or external noises. They could only go about their daily routines. They were forbidden to have a nap and be drowsy. GVA (Global Vigor and Affect) and MADRS (Montgomery-Asberg Depression Rating Scale) were checked 11 times. The data was analysed focusing on the changing mood states. Results: The mood during sleep deprivation became worse as the sleep deprivation time progressed. Especially 20 hours ($GA=59.25{\pm}8.06$, $MADRS=3.43{\pm}1.25$) and 40 hours ($GA=38.83{\pm}9.22$, $MADRS=6.08{\pm}1.46$) after sleep deprivation, there were significant changes compared to the control group ($MADRS=6.08{\pm}1.46$ vs $1.07{\pm}1.18$, p<0.001). Conclusions: While controlling factors other than sleep deprivation might have had some influence on mood changes, significant mood changes during sleep deprivation were observed. The mood states became worse as the sleep deprivation progressed.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.39 no.4
• /
• pp.74-82
• /
• 2011

During the industrialization and urbanization of the country, urban rivers have been covered over and developed without forethought and thus became estranged from spaces utilized by area residents in everyday life. Recently, an influx of people and uses have increased largely because accessibility improved through restoration projects which have transformed these river areas into pleasant environments. It thus appears that these projects have an impact on community consciousness for area residents who live near the restored rivers to some extent. The purpose of this study was to determine via questionnaire the effects and influences of urban river restoration on area residents targeting visitors to Seongnaecheon(stream), Songpa-gu, Seoul, which has been restored recently. Factors in the questionnaire analysis included such items as the use status of Seongnaecheon, community consciousness(feeling of belonging, solidarity, feeling settled), and a before and after comparison of the restoration(change of consciousness, regional effects), etc. According to the results of analysis, visitors who have utilized the stream more than 1~2 times per week after the restoration project accounted for the greatest portion. The main purposes of these visits were to 'rest' and 'exercise' while the ratio of using it as a 'meeting space with neighbors and strangers' was low. Community consciousness of area residents using Seongnaecheon was generally high. As a result of an analysis of consciousness differences between groups after dividing visitors into 3 groups according to the frequency of visits, there were significant differences in the consciousness level between groups with high community consciousness levels in visitors who visited frequently. In consideration of these results, the provision of programs along with proper facilities that can be used is deemed important for area residents so as to inspire community consciousness of the area by means of activating both community activities and the progressive use of the restored river.

• Journal of Soil and Groundwater Environment
• /
• v.13 no.5
• /
• pp.57-73
• /
• 2008

Nitrate concentrations were measured up to 49 mg/L (as $NO_3$-N) and 22% of the samples exceeded drinking water standard in shallow and bedrock groundwater of the northern Nonsan area. Nitrate concentrations showed a significant difference among land use groups. To predict nitrate concentration in groundwater, multiple regression analysis was carried out using hydrogeologic parameters of soil media, topography and land use which were categorized as several groups, well depth and altitude, and field parameters of temperature, pH, DO and EC. Hydrogeologic parameters were quantified as area proportions of each category within circular buffers centering at wells. Regression was performed to all the combination of variables and the most relevant model was selected based on adjusted coefficient of determination (Adj. $R^2$). Regression using hydrogelogic parameters with varying buffer radii show highest Adj. $R^2$ at 50m and 300m for shallow and bedrock groundwater, respectively. Shallow groundwater has higher Adj. $R^2$ than bedrock groundwater indicating higher susceptibility to hydrogeologic properties of surface environment near the well. Land use and soil media was major explanatory variables for shallow and bedrock groundwater, respectively and residential area was a major variable in both shallow and bedrock groundwater. Regression involving hydrogeologic parameters and field parameters showed that EC, paddy and pH were major variables in shallow groundwater whereas DO, EC and natural area were in bedrock groundwater. Field parameters have much higher explanatory power over the hydrogeologic parameters suggesting field parameters which are routinely measured can provide important information on each well in assessment of nitrate contamination. The most relevant buffer radii can be applied to estimation of travel time of contaminants in surface environment to wells.

• Journal of Nutrition and Health
• /
• v.44 no.3
• /
• pp.231-242
• /
• 2011

The objective of this study was to investigate the effects of nutrition education based on ubiquitous healthcare (u-health) service on changes in dietary habits, nutrition intake, and risk factors for metabolic syndrome in male workers. In total, 72 male office workers with at least three risk factors of the National Cholesterol Education Program-Adult Treatment Panel III were recruited as subjects. Anthropometric measurements and biochemical analyses were conducted on all subjects. Dietary habits and nutrient intake were determined by a questionnaire using the 24-hour dietary recall method before and after nutrition education. Subjects measured their body composition, blood pressure, and physical activity more than once per week during the 12 weeks using the u-health care equipment and sent these data to a central database system using a personal computer. Individual nutrition counseling was provided four times on the first, fourth, eight, and twelfth weeks. The results showed significant decreases in abdominal circumference, body fat (%), diastolic blood pressure, serum triglycerides, and serum total cholesterol during the 12 weeks. Subjects with more than 12 measurements showed significant reductions in abdominal circumference, body fat (%), serum triglyceride, and serum total cholesterol. Mean intake of dietary fiber, animal calcium, potassium, vitamin C, and folic acid after nutrition education were higher than those before nutrition education. Participants showed significant increases in the frequencies of consuming protein foods (meat, fish, eggs, beans, tofu, etc.) and vegetables. In conclusion, nutrition education through the u-health service resulted in positive effects on the risk factors for metabolic syndrome, nutrient intake, and dietary habits.

• Korean journal of communication and information
• /
• v.81
• /
• pp.153-186
• /
• 2017

The purpose of this study was to identify the characteristics of village community media in Jeju by looking at the value that it's participants have experienced in the production process. Therefore, this study focused on the creation and production process of village community media, the specific value reflected in this process as well as how to activate and operate it sustainably through in-depth interviews with 12 media participants in Jeju community. As a result of the analysis, firstly, we were able to see that the migrants who are not the indigenous became the center of village community media creation in Jeju and they felt very personal 'fun', 'enthusiasm' and 'satisfaction'. It was also completely open to access and participate in village community media and its contents were filled with stories of everyday life of village residents and hidden stories of old people in the village that were not recorded. The characteristic of the production process of village community media was the horizontal communication and it reflected well the opinions of individual media participants even if it had a joint meeting. Second, as a result of examining the values applied to the production process by village community media participants, they regarded the connection of communication by voluntary participation and restoration of communities through activation of communication in functionalism as an important value. Finally, as a result of examining the challenges and development plans for sustainable management of community media in Jeju, it was required the active participation of village residents, ensuring space for village community media, providing insufficient broadcasting equipment, and the budget support from local governments, etc. It was once again confirmed that the provision of a support system for the stable activities of local governments is an urgent task for sustainable village community media.