• Journal of Intelligence and Information Systems
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• v.16 no.4
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• pp.195-211
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• 2010

An exhibition is defined as market events for specific duration to present exhibitors' main product range to either business or private visitors, and it also plays a key role as effective marketing channels. Especially, as the effect of the opinions of the visitors after the exhibition impacts directly on sales or the image of companies, exhibition organizers must consider various needs of visitors. To meet needs of visitors, ubiquitous technologies have been applied in some exhibitions. However, despite of the development of the ubiquitous technologies, their services cannot always reflect visitors' preferences as they only generate information when visitors request. As a result, they have reached their limit to meet needs of visitors, which consequently might lead them to loss of marketing opportunity. Recommendation systems can be the right type to overcome these limitations. They can recommend the booths to coincide with visitors' preferences, so that they help visitors who are in difficulty for choices in exhibition environment. One of the most successful and widely used technologies for building recommender systems is called Collaborative Filtering. Traditional recommender systems, however, only use neighbors' evaluations or behaviors for a personalized prediction. Therefore, they can not reflect visitors' dynamic preference, and also lack of accuracy in exhibition environment. Although there is much useful information to infer visitors' preference in ubiquitous environment (e.g., visitors' current location, booth visit path, and so on), they use only limited information for recommendation. In this study, we propose a booth recommendation methodology using Sequential Association Rule which considers the sequence of visiting. Recent studies of Sequential Association Rule use the constraints to improve the performance. However, since traditional Sequential Association Rule considers the whole rules to recommendation, they have a scalability problem when they are adapted to a large exhibition scale. To solve this problem, our methodology composes the confidence database before recommendation process. To compose the confidence database, we first search preceding rules which have the frequency above threshold. Next, we compute the confidences of each preceding rules to each booth which is not contained in preceding rules. Therefore, the confidence database has two kinds of information which are preceding rules and their confidence to each booth. In recommendation process, we just generate preceding rules of the target visitors based on the records of the visits, and recommend booths according to the confidence database. Throughout these steps, we expect reduction of time spent on recommendation process. To evaluate proposed methodology, we use real booth visit records which are collected by RFID technology in IT exhibition. Booth visit records also contain the visit sequence of each visitor. We compare the performance of proposed methodology with traditional Collaborative Filtering system. As a result, our proposed methodology generally shows higher performance than traditional Collaborative Filtering. We can also see some features of it in experimental results. First, it shows the highest performance at one booth recommendation. It detects preceding rules with some portions of visitors. Therefore, if there is a visitor who moved with very a different pattern compared to the whole visitors, it cannot give a correct recommendation for him/her even though we increase the number of recommendation. Trained by the whole visitors, it cannot correctly give recommendation to visitors who have a unique path. Second, the performance of general recommendation systems increase as time expands. However, our methodology shows higher performance with limited information like one or two time periods. Therefore, not only can it recommend even if there is not much information of the target visitors' booth visit records, but also it uses only small amount of information in recommendation process. We expect that it can give real?time recommendations in exhibition environment. Overall, our methodology shows higher performance ability than traditional Collaborative Filtering systems, we expect it could be applied in booth recommendation system to satisfy visitors in exhibition environment.

• Journal of the Korean Institute of Landscape Architecture
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• v.38 no.1
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• pp.25-38
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• 2010

This study aims to, first, classify the approach system of utilizing national and local amenities into three groups: evaluation of the level of the amenity, evaluation of the value of amenity resources, and utilization of amenity resources. Secondly, the study aims to derive an evaluation index which is required according to the approach system. As for a strategy of utilizing amenities, the self-diagnosis based on the evaluation of the level of local amenities is required. In this study, three sectors, ten items and 43 detailed items have been derived though specialists, FGIs(Focus Group Interview), and the cases within and outside of the country. In the survey with specialists, a unit-space key index which can be used in accordance with the unit-space characteristics(such as urban and rural area, fishing villages, mountain villages, and littoral areas), environmental area, important index and optional index have been derived. As for the evaluation index which is needed for the development of typical local amenities resources, 14 detailed evaluation indexes from three sectors have been derived. These have been classified again into six key indexes, six important indexes and two optional indexes. In the evaluation index of amenity resources, natural and environmental value-such as ecological value of preservation, uniqueness of aesthetic landscape and ecological value of restoration-historic and cultural value of preservation and individuality of the resources, and aesthetic and cultural values are derived as being important. As for utilization of amenity resources, 15 items from three sectors-such as reservation, restoration, intentional use, and industrial use-have been derived. Also, through a survey with specialists, key indexes and important indexes were derived by unit-space. As a result, in urban areas, seven items-including creative development of space, aesthetic landscape control and development of cultural contents-have been derived as key indexes; in rural areas, mountain villages, fishing villages and littoral areas, eight items-including brand of region, brand of the products, and brand of tourism resources-have been derived. In environmental areas, six items-including reservation of natural resources, historic and cultural heritage, and restoration of ecosystem-have been derived. Indexes derived from this study can be utilized in order to establish a strategy for amenity plans and an implementation strategy, but can be readjusted, allowing for various regional characteristics. It is, thus, advisable that local governments selectively utilize indexes according to regional characteristics or newly develop them for the maximum utilization of regional amenities.

• International Commerce and Information Review
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• v.13 no.4
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• pp.177-201
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• 2011

Myanmar had fallen behind other southeast asian nations since Burmese way to Socialism settled down. However, historically second election in Myanmar hold in 2011 and dramatic changes in areas such as Special Economic Zone announcement, the very huge inflows of foreign direct investment in a year of 2009, the infrastructure building projects, a permit of the right to strike for Labour Organization in Myanmar etc. Particularly, Foreign investments and trade with neighbouring countries are actively growing and also with Korea. But investments of Korea in Myanmar relatively are not diversity, with limited sectors such as mining and sewing manufacturing. In this point of view, this paper is trying to make implications for strategies of entry and investments of Korea in Myanmar by using previous papers related to Myanmar economies, trade and foreign investments with updated statistical data. The implications for Korea is that recently Myanmar economy is in its early stages of development. Although it can occur huge demand of railway, road, communications and constructions related to social infrastructures essentially needed for development of a country, these sectors relatively need huge investments. On the other hands, textile and sewing industry relatively need smaller investments in which investors can utilize low labour cost and a position for export to third countries. But those firms which set up for those purpose in Myanmar might have trouble creating domestic markets in future. Moreover, due to demand which occur in the early stage of growth in Myanmar, trade volume tend to increase and trading is also possible to invest but Myanmar still have lots of problems with infrastructure such as road and logistics and we need to make pre-survey for the costs and benefits of our products Finally, Myanmar government is trying to promote and encourage some of industries such as export-oriented industry, import substitution industry and labour-intensive industry. It can also means they will accumulate capital which can be sources for Myanmar economic growth.

• Journal of Bio-Environment Control
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• v.28 no.2
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• pp.126-133
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• 2019

In recent years, the deterioration of fruit quality caused by poor coloration and sunburn disorder has become serious problems in apple market, which is a result of the increase of surface temperature due to the abnormal temperature increase during summer season. This study was conducted to investigate the effect of wind net shading and fine water spray using sprinkler on fruit coloration, sunburn damage and overall fruit quality of 'Fuji' and 'Hongro' apples. Fifteen sprinklers (7L/hr) were installed at the orchard of the Chungcheongnam-do Agricultural Research and Extension Services, located in Sinam-myeon Chungcheongnam-do Korea, at a height of 3m above the apple tree of $1.5m{\times}3.5m$ north-south direction. Fine water spraying treatment was divided into day time spray (10:00 am to 6:00 pm) and all day spray (10:00 am to 10:00 pm) from early July to 10 days before harvest in 2017 and 2018 season, respectively. Temperature of the surface of apple fruit, characteristic of fruit, and degree of sunburn damage were investigated. In 'Fuji', the fruit surface temperature checked at 2 pm on August 10 was decreased considerably in the day time spray ($35.6^{\circ}C$) and wind net ($39.0^{\circ}C$) when compared with the untreated control ($44.4^{\circ}C$). Similarly, the fruit surface temperature also decreased considerably in the all day spray ($35.1^{\circ}C$) and wind net ($36.9^{\circ}C$) treatments when compared with the untreated control ($46.5^{\circ}C$) in 'Hongro' apples. The incidence of sunburn disorder was significantly decreased with day time spray (5.0%), all day spray (5.8%) and wind net (7.0%) when compared with untreated control (23.4%) in 'Fuji' apples. As a results, the treatment of fine water spray and wind net consequently showed 26% and 34% increase of redness ($a^*$) value in the skin color difference, respectively, in 'Fuji' apples.

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

• International Commerce and Information Review
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• v.10 no.4
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• pp.457-491
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• 2008

As stage equipment export markets along with special lighting service lack the attraction for already globally established businesses, such markets can be viewed as an advantageous opportunity for SMEs as in general. In reality, global businesses tend to focus on large construction projects and this indicates relatively less substantial markets such as stage equipment and special lighting service export are more suitable for SME businesses. However, possible problems may be recognized as following; doubtful capabilities by such businesses to join in the vast and competitive global market and pursue manufacturing and service based export. This point is also supported by the fact that such in general SME businesses have substantially less experience in exporting products and services abroad. Realizing the distinctive features of the Korean economy, it is unarguable that every sector and area of global market must be regarded and monitored closely. Hence, it can be argued that there is an imminent need for establishment of supportive institution to assist export process of combination of stage equipments and special lighting service. This study emphasizes the need to improve export process of stage equipments, special lighting services as well as other related products and services which have been focused in domestic market only until now. Further, it also analyzed the potential prospect of such direction reconciling current crisis our manufacturing industry is facing. Even though it maybe regarded as one of the niche market for export of Korea in the short term view, stage equipment and special lighting service industry may rapidly grow as the global cultural industries have grown along with the increase of national income earnings overall. Due to such advantageous features, it can be expected that such industries will show strong growth in the near future. After analyzing the fact that Korea's plants (eg. powerplants) export sector is at its boom, there is a need to transform stage equipment and special lighting service export market into a primary market from a secondary(niche) market for SMEs. This study is viewed from the Korean economic and export sector aspect in the aim of seeking a solution to conquest our realistic limit in our export sector by developing a suitable export model. There have been cases of very few attempts to expand abroad by SMEs who have failed miserably due to their failure to adapt to foreign culture, practice and languages as well as substantial lack in experience in export marketing. Despite this, neglecting our manufacturing industry as it is which is showing its limit and problems is out of option therefore, it is imminent that we come up with an effective measure to address this problem and service export can be suggested as one of them. This study reveals manufacturing-service export model of stage equipment and special lighting service and its related areas is recognized as a field with a very strong future and furthermore, it is expected to bring synergy effects in manufacturing and services sector as well. Further, the operation strategy contains combination, composition and fusion(convergence) of manufacturing and service sectors which could derive various of export products which displays greater success probability or this export model. The outcome of this research is expected to become a useful source for enterprises related to such industry which are seeking a possible global expansion. Furthermore, it is also expected to become a catalyst which fastens the process of global expansion and not only that, we are firmly assured that this study will become an opportunity to improve our current policies and institutions related to this area's export market.

• Journal of Bio-Environment Control
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• v.21 no.3
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• pp.276-280
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• 2012

This study was conducted to determine the ideal beginning date of plastic house optimum heating for off-season (December) production of asparagus. To achieve this, the 1.6-year-old 'Green tower' asparagus was cultivated in Jeju area ($33^{\circ}$28.110N, $126^{\circ}$31.076E) and the yield and quality among 7 different beginning dates of heating from Oct. 25 to Jan. 20 with 15-days interval were compared. The heating was controlled to maintain the inside temperature was higher than $20^{\circ}C$, But the plastic house was ventilated when the inside temperature rose to $30^{\circ}C$. Days to sprouting took longer as heating dates were delayed. Days to sprouting took 52 days in heating at December 30, and the days were shortened thereafter. As the beginning of heating was delayed, sprouting of asparagus was retarded. Among treatments, days to sprouting was 52 days and longest when the heating began on December 30. When the heating began on October 25, harvest was earliest and started on 7 November. When the heating began on November 15 and 30, harvest started on November 30 and December 18, respectively. Harvesting started on November 7 for October 25 heating, November 30 for Nov. 15 heating, and December 18 for November 30 heating, respectively. When the heating began was done after December. 15, harvesting was possible after early January. The number of spear, spear weight and yield were highly increased in the treatments of heating after January. 10 when the asparagus dormancy was broken. In the case of heating dates were before the asparagus dormancy breaking, the total yield was highest in November 15 heating with 607 kg/10a. The marketable yield of November 15 heating was 386kg/10a, which was twice higher than the 193 kg/10a of October 25 heating. Accordingly, it is recommended to start heating on November 15 for the production of off-season (December) asparagus in Jeju. Therefore, the optimum heating date to start was November 15 for the improvement of quality and yield of off-season (December) asparagus in Jeju area.

• Journal of Bio-Environment Control
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• v.22 no.4
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• pp.378-384
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• 2013

This study was conducted to identify the effect of soil water potential on the fruit quality and yield of paprika in summer fertigation cultivation. Treatments of soil water potential during cultivation were composed of -10, -20, and -30 kPa, respectively. The plant height of early growth was increased by high soil water potential (-10 kPa) treatment all of 'Cupra' and 'E499524' (mini-paprika) varieties. Mean fruit weight was increased by -20 kPa soil water potential treatment compared with the other treatments. The fruit number per plant was not affected by soil water potential in 'Cupra' variety but was increased by -20 kPa soil water potential treatment in E499524 variety (mini-paprika). The yield of soil water potential treatment of -20 kPa was higher than those of the other treatments. The flesh thickness and sugar content were not affected by soil water potential in 'Cupra' and 'E499524' (mini-paprika) varieties. The incidence of fruit cracking was decreased with decreasing soil water potential. Mineral contents of plants such as nitrogen, potassium, calcium, magnesium etc. were not affected in soil water potential.

• Journal of Bio-Environment Control
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• v.22 no.4
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• pp.421-426
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• 2013

This study was conducted to investigate the effects of timing of nutrient starvation during transplant production on growth of runner plants and yield of strawberry 'Seolhyang' (Fragaria ${\times}$ ananassa). Nutrient solution supply at the level of EC (electrical conductivity) 0.8 $dS{\cdot}m^{-1}$ was terminated at interval about 10 days between July 25 and September 5. As a result, the growth of above-ground part was inhibited while root growth increased when the nutrient starvation treatment had been brought forward to July 25. It also reduced the T/R ratio significantly and chlorophyll content was tended to be lower than the other treatment. In addition, it significantly promoted the budding, flowering and harvest of first flower cluster. On the other hand, the period of harvest was delayed more than two weeks when the nutrients were continuously supplied after the middle of August. An accumulated marketable fruit yield per plant until the end of January and February was 169 and 266g, respectively in the treatment of nutrient starvation on July 25, which was 71 and 12% increase, respectively, as compared with those in the treatment of September 5. Therefore, the appropriate nutrient starvation in the late season of strawberry nursery period could be expected the increase in yield and income during the winter season by promoting the flower bud differentiation as reducing the endogenous nitrate level of the plantlet.

• Journal of Bio-Environment Control
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• v.22 no.4
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• pp.408-412
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• 2013

This study was carried out to investigate damp injury caused by tomato coir bag culture and prevent that. The tomato variety was used 'Minichal', and tomatoes were grown in greenhouse. The nutrient solution based on Yamazaki Tomato Standard Solution was irrigated from one hour after sunrise to two hour before sunset. The slits for darainage were made in three types; I, L, and bottom slit type. The coir bag of I and L type had six slits of 15cm length, that of bottom slit type had three slits of 15 cm length. The weight of coir bag in 24 hours after saturation was 14.2 kg in I type, 13.8 kg in L type, and 12.8 kg in bottom slit type, but there was not significant difference. The weight of coir bag after one day irrigation was 14.5 kg, 14.2 kg, and 13.3 kg at L, I, and bottm slit type, respectively. This means that the moisture content of coir bag during cultivation was lowest in bottom slit type. The number of adventitious root on stem was 160, 170, and 53 at I, L, and bottom slit type, respectively. The dry weight of root and root length were highest at bottom slit type, compared to other treatment. The marketable yield was highest 26.5 kg/20 plant in bottom slit type. For increasing yield and preventing damp injury, bottom slit type was most effective at U type bed coir bag culture.