• Journal of muscle and joint health
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• v.8 no.1
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• pp.122-140
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• 2001

The aims of this study were to understand and to predict the determinent factors affecting the exercise behaviors and physical fitness by testing the Pender's revised health promotion model, and to help the patients with rheumatoid arthritis and osteoarthritis perform the continous exercise program, and to help them maximize the physical effect such as muscle strength, endurance, and functional status and mental effects including self efficacy and quality of life, and improve the physical and mental well being, and to provide a basis for the nursing intervention strategies. Of the selected variables in this study, the endogenous variables included the physical fitness, exercise score, exercise participation, perceived benefits of action, perceived barriers of action to exercise, activity-related affect(depression) and perceived self-efficacy, interpersonal influences(family support), situational factors(duration of arthritis, fatigue) and the exogenous variables included personal sociocultural factor(education level), personal biologic factor(body mass index), personal psychologic factor(perceived health status) and prior related behavior factors(previous participation in exercise, life-style). We analyzed the clinical records of 208 patients with rheumatoid arthritis and degenerative arthritis who visited the outpatient clinics at H university hospital in Seoul. Data were composed of self reported qustionnaire and good of fitness score which were obtained by padalling the ergometer of bicycle for 9 minutes. SPSS Win 8.0 and Window LISREL 8.12a were used for statistical analysis. Of 75 hypothetical paths that influence on physical fitness, exercise participation, exercise score, perceived benefits of action, perceived barriers of action to exercise, activity-related affect(depression) and perceived self-efficacy, interpersonal influences(family support), situational factors(duration of arthritis, fatigue), 40 were supported. The physical fitness was directly influenced by life-style, perceived health status, education level, family support, fatigue, which explained 12% of physical fitness. The exercise participation were directly influenced by life-style, education level, past exercise behavior, perceived benefits of action, perceived barriers of action, depression and duration of arthritis, which explained 47% of exercise participation. Exercise score were directly affected by perceived self efficacy. BMI, life-style, past exercise behavior, perceived benefits of action, family support, perceived health status. perceived barriers of action, and fatigue, which explained 70%. Perceived benefits of action was directly influenced by BMI, life-style, which explained 39%. Perceived barriers of action were directly influeced by past exercise behavior, perceived health status, which explained 7%. Perceived self efficacy were directly influeced by level of education, perceived health status, life-style, which explained 57%. Depression were directly influeced by past exercise behavior, BMI, life-style, which explained 27%. Family support were directly influeced by life-style, perceived health status, which explained 29%. Fatigue were directly influeced by BMI, life-style, perceived health status. which explained 41%. Duration of arthritis were directly influeced by life-style, past exercise behavior, BMI, which explained 6%. In conclusion, important variables for physical fitness were life-style, and variable affecting exercise participation were life-style. Perceived self-efficacy of exercise was a significant predictor of exercise score. BMI, Life-style, perceived benefits of action, family support, past exercise behavior showed direct effects on perceived self-efficacy. Therefore, disease related factor should be minimized for physical performance and well being in nursing intervention for patients with rheumatoid arthritis, and plans to promote and continue exercise should be seeked to reduce disability. In addition, Exercise program should be planned and performed by the exact evaluation of exercise according to the ability of the patients and the contents to improve the importance of exercise and self efficacy in self control program, dedicated educational program should be involved. This study suggest that the methods to reduce the disease related factors, the importance of daily life-style, recognition of benefit of exercise, and educational program to promote self efficacy should be considered in the exercise behavior promotion and nursing intervention for continous performance. The significance of this study is also thought to provide patients with chronic arthritis the specific data for maximal physical and mental well being through exercise, chronic therapeutic procedure, daily adaptation and confrontation in nursing intervention.

• Korean Journal of Ecology and Environment
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• v.50 no.4
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• pp.441-451
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• 2017

The present study was conducted from August to December 2016 in a cylindrical water tank with a diameter of 1 m, a height of 4 m and a capacity of 3,000 L. The field water and sediment from the Nakdong River were also sampled for the experimental culture (field water+sediment) and control culture (field water), respectively. In this study, we aimed to investigate phytoplankton succession pattern using the phytoplankton functional group in the enclosed culture system. A total of 50 species in 27 genera including Chlorophyceae (30 species), Bacillariophyceae (11 species), Cyanophyceae (7 species), and Cryptophyceae (2 species) were identified in the experimental and control culture systems. A total of 19 phytoplankton functional groups (PFGs) were identified, and these groups include B, C, D, F, G, H1, J, K, Lo, M, MP, N, P, S1, $T_B$, $W_0$, X1, X2 and Y. In particular, $W_0$, J and M groups exhibited the marked succession in the experimental culture system with higher biovolumes compared to those of the control culture system, which may be related to the internal cycling of nutrients by sediment in the experimental culture system. The principal component analyses demonstrated that succession patterns in PFG were associated with the main environmental factors such as nutrients(N, P), water temperature and light intensity in two culture systems. In conclusion, the present study showed the potential applicability of the functional group for understanding the adaptation strategies and ecological traits of the phytoplankton succession in the water bodies of Korea.

• Asian Journal of Turfgrass Science
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• v.22 no.2
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• pp.197-216
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• 2008

Managing a mixture of zoysiagrass with tall fescue has been proposed in transitional zone as a practical practice to combine the advantages of the two species and compensate the limitations. To manage the mixture is a challenge because two species are involved. The objective of this study was to determine if zoysiagrass/tall fescue mixture can be maintained with proper mowing and fertilization under simulated sport traffic at an acceptable quality level. Zoysiagrass was seeded in June and tall fescue was overseeded in August 1996. In November 1996, zoysiagrass coverage was 62.36, 29.88, and 30.02% for 0, 50, and $100\;Kg\;ha^{-l}\;N$ rates, respectively. At the same time, zoysiagrass coverage was 23.53, 41.95, and 57.40% for the mowing heights of 6.5, 5.0, and 3.5 cm, respectively. Zoysiagrass and tall fescue coverage in July 1997 was showing the same trend as in the late season of 1996 although the differences were not as big. There were significant interactions between N fertilization rates and mowing heights. In November 1998, the zoysiagrass coverage was different among the two tall fescue variety mixtures, 21.68, and 32.25% in 'Arid' and 'Grasslands Garland', respectively. Zoysiagrass coverage was favored in lower mowing height, lower N rates, and lower traffic. Interaction effects on zoysiagrass were found between tall fescue variety and nitrogen rate, tall fescue variety and mowing height, and traffic and nitrogen rate. Zoysiagrass shoot density was 7.42, 25.47, and 58.95% for mowing heights of 6.5, 5, and 3.5 cm, respectively; and it was 47.27, 20.27, and 26.26% for N rates of 0, 50, and $100\;Kg\;ha^{-l}\;$, respectively in 1998. The effects on zoysiagrass shoot density from the interaction of N rate and tall fescue variety was significant in 1998. Shoot density responded to the N rate, mowing height, and traffic differently from the ground coverage, indicating that shoot and leaf growth have different adaptation strategies.

• Journal of Environmental Policy
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• v.7 no.4
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• pp.35-55
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• 2008

Assessing vulnerability to climate change is the first step to take when setting up appropriate adaptation strategies. Adaptive capacity to climate change is the important factor comprising vulnerability. An adaptive capacity index in agricultural water management system was developed considering agricultural water supply and demand for rice production in Jeolla-do, Korea. The agricultural water supply was assumed to be equal to the amount of water stored in the major agricultural reservoirs, while data on the agricultural water demand was obtained from the dynamic simulation results by Korea Agriculture Corporation(KAC). The spatial unit for analysis was conducted at the county(Si, Gun, Gu) level and temporal scale was based on every month from 1991-2003. Adaptive capacity for drought stress index(ACDS index) was calculated as the percentage of data points where the irrigated water supply was greater than the crop water demand. The ACDS index was compared with SWSCI(Standard Water Storage Capacity Index) and the relationship showed high degree of fit($R^2$=0.84) using the exponential function, indicating that the developed ACDS index is useful for evaluating the status of the balance between agricultural water supply and demand, especially for the small sized agricultural reservoirs. This study provided the methodological basis for developing climate change vulnerability index in agricultural water system which is projected to be more frequently exposed to drought condition in the future due to climate change. Further research should be extended to the study on the water demand of the crops other than rice and to the projection of the change in ACDS index in the future.

• Journal of Distribution Science
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• v.9 no.3
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• pp.73-82
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• 2011

This study presents an effective and distinctive marketing strategy through the implementation of the aesthetic art marketing communication technique of storytelling. The reason applying art to marketing is effective is that it gives "class" and aesthetic beauty to the brand's image, which will lead to an increase in revenue and loyalty of consumers. The story stands in for the brand's subject of "desire." Luxury brand customers not only consume high-quality products, require the utmost in service, and value of the brand, they also appreciate the story the brand is telling. The story, combined with art, is called art marketing communication; it makes the brand more unique through its enhanced visual elements. The study discusses art collaboration, art exhibition, a transforming architecture project, art advertisement, a flagship store, and a human resource training center. Based on the "desire," I adopted the element and principle of storytelling. By visualizing the brand with a symbol, the company is able to relate to consumers' sentimentality. Through storytelling art marketing communication, and the strategy using relevance of brand and artist's popularity, the research shows efficient art marketing influences to the brand's image. The results of the research indicate that by using adequate art marketing communication that best reflects the identity and story of the luxury brand, it produces great results; the research also demonstrated, in various ways, that art marketing will succeed. The case showed the following outcomes. First, consumers have a tendency to choose a brand that is associated with an empathizing story. World renowned brands see through the market's "desires" for unique stories, and they also provide the ability to amuse consumers. The story in a product will become an important competitive element in future markets. Second, the art marketing communication applying a story rendered a brand with distinction. The most effective art marketing communications are art collaboration, art exhibition, locomotive architecture project, and others that are adopted as various means. Third, the brand's products were considered as an art piece, which led to not only strengthening the loyalty of consumers but also an increase in sales. In addition, the company could sustain a premium price for the goods sold. By adapting art to a brand's tradition, an innovative and creative new product provides consumer satisfaction, and producing goods in limited editions creates enthusiastic collectors. Fourth, this study suggests an abridged report, implication, limitation of the study, and directions for further research. Referring to the case for the adaptation of luxury brands, efficient art marketing strategies considering Korean company brand and efficiently study preceding Korean company brand art marketing strategy could be proposed.

• Proceedings of The Korean Society of Agricultural and Forest Meteorology Conference
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• 2014.10a
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• pp.1-24
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• 2014

This study uses geo-spatial crop modeling to quantify the biophysical impact of weather extremes. More specifically, the study analyzes the weather extreme which affected maize production in the USA in 2012; it also estimates the effect of a similar weather extreme in 2050, using future climate scenarios. The secondary impact of the weather extreme on food security in the developing world is also assessed using trend analysis. Many studies have reported on the significant reduction in maize production in the USA due to the extreme weather event (combined heat wave and drought) that occurred in 2012. However, most of these studies focused on yield and did not assess the potential effect of weather extremes on food prices and security. The overall goal of this study was to use geo-spatial crop modeling and trend analysis to quantify the impact of weather extremes on both yield and, followed food security in the developing world. We used historical weather data for severe extreme events that have occurred in the USA. The data were obtained from the National Climatic Data Center (NCDC) of the National Oceanic and Atmospheric Administration (NOAA). In addition we used five climate scenarios: the baseline climate which is typical of the late 20th century (2000s) and four future climate scenarios which involve a combination of two emission scenarios (A1B and B1) and two global circulation models (CSIRO-Mk3.0 and MIROC 3.2). DSSAT 4.5 was combined with GRASS GIS for geo-spatial crop modeling. Simulated maize grain yield across all affected regions in the USA indicates that average grain yield across the USA Corn Belt would decrease by 29% when the weather extremes occur using the baseline climate. If the weather extreme were to occur under the A1B emission scenario in the 2050s, average grain yields would decrease by 38% and 57%, under the CSIRO-Mk3.0 and MIROC 3.2 global climate models, respectively. The weather extremes that occurred in the USA in 2012 resulted in a sharp increase in the world maize price. In addition, it likely played a role in the reduction in world maize consumption and trade in 2012/13, compared to 2011/12. The most vulnerable countries to the weather extremes are poor countries with high maize import dependency ratios including those countries in the Caribbean, northern Africa and western Asia. Other vulnerable countries include low-income countries with low import dependency ratios but which cannot afford highly-priced maize. The study also highlighted the pathways through which a weather extreme would affect food security, were it to occur in 2050 under climate change. Some of the policies which could help vulnerable countries counter the negative effects of weather extremes consist of social protection and safety net programs. Medium- to long-term adaptation strategies include increasing world food reserves to a level where they can be used to cover the production losses brought by weather extremes.

• Journal of Environmental Impact Assessment
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• v.27 no.6
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• pp.562-581
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• 2018

This study was designed to predict the changes in species richness of plants under the climate change in South Korea. The target species were selected based on the Plants Adaptable to Climate Change in the Korean Peninsula. Altogether, 89 species including 23 native plants, 30 northern plants, and 36 southern plants. We used the Species Distribution Model to predict the potential habitat of individual species under the climate change. We applied ten single-model algorithms and the pre-evaluation weighted ensemble method. And then, species richness was derived from the results of individual species. Two representative concentration pathways (RCP 4.5 and RCP 8.5) were used to simulate the species richness of plants in 2050 and 2070. The current species richness was predicted to be high in the national parks located in the Baekdudaegan mountain range in Gangwon Province and islands of the South Sea. The future species richness was predicted to be lower in the national park and the Baekdudaegan mountain range in Gangwon Province and to be higher for southern coastal regions. The average value of the current species richness showed that the national park area was higher than the whole area of South Korea. However, predicted species richness were not the difference between the national park area and the whole area of South Korea. The difference between current and future species richness of plants could be the disappearance of a large number of native and northern plants from South Korea. The additional reason could be the expansion of potential habitat of southern plants under climate change. However, if species dispersal to a suitable habitat was not achieved, the species richness will be reduced drastically. The results were different depending on whether species were dispersed or not. This study will be useful for the conservation planning, establishment of the protected area, restoration of biological species and strategies for adaptation of climate change.

• Korean Journal of Environment and Ecology
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• v.35 no.1
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• pp.48-67
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• 2021

Plant species exhibit current characteristics as a result of interactions with environmental conditions. The plants of Viola sp. have selected chasmogamous flowers with vigorous vegetative propagation or development of cleistogamous flowers as an adaptation strategy. Viola websteri is distributed on the Korean peninsula and the eastern part of Jilin Province, China. The center and edge of the distribution are expected to exhibit different population-dynamics. It is necessary to investigate the cause of its current limited distribution even though V. websteri has a mixed-mating strategy. Firstly, We examined the vegetation environment of habitats and evaluated its characteristics. Growth characteristics were examined through plant phenology. We then evaluated the population structure, characteristics of chasmogamous flowers, and productivity of cleistogamous flowers. Moreover, we compared population sizes between 2014 and 2018. Most habitats were located in deciduous broadleaf mixed forests adjacent to valleys. V. websteri produced chasmogamous flowers with self-incompatibility in April-May and cleistogamous flowers in June-September. The cleistogamous flower production is a strategy ensuring seed production under uncertain environmental fluctuations; these were approximately twice as numerous as chasmogamous flowers. The population structure was distinguished into stable and very unstable regions. There were sites where the population experienced a sharp decline in the 2018 compared to that of 2014. This large decline was found in the edge populations. The habitats had different microsites depending on the natural disturbances of drought and the matrix constituting the habitat, thus supporting various plants. Ensuring the production of seeds through cleistogamous flowers, it was determined that rapid seedling re-establishment and population replenishment were possible when the natural disturbance factor was removed. Environmental factors did not equally affect all populations or individuals. Therefore, it was expected that it would be able to persisted in a long time, despite the rapid decrease in the number of individuals in the population regionally. Local extinction and re-establishment are likely to repeat according to environmental change. We propose the additional population investigation based on this works are required. We also suggest a need to assess the long-term population dynamics and the genetic characteristics of chasmogamous flowers and cleistogamous flowers to establish and implement effective conservation strategies.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.15-26
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• 2010

Due to the globalization across various industries and cultural trade among many countries, oriental concepts have been attracting world’s attentions. In fashion industry, one's traditional culture is often developed as fashion theme for designers' creation and became strong strategies to stand out among competitors. Because of the increase of preferences for oriental images, opportunities abound to introduce traditional fashion goods and expand culture based business to global fashion markets. However, global fashion brands that include Korean traditional culture are yet to be developed. In order to develop a global fashion brand with Korean taste, it is very important for native citizen to accept their own culture in domestic apparel market prior to expansion into foreign market. Loungewear is evaluated to be appropriate for adopting Korean traditional details into clothing since this wardrobe category embraces various purposes which will easily lead to natural adaptation and wide spread use. Also, this market is seeing an increased demand for multipurpose wardrobes and fashionable underwear (Park et al. 2009). Despite rapid growth in the loungewear market, specific studies of loungewear is rare; and among research on developing modernized-traditional clothing, fashion items and brands do not always include the loungewear category. Therefore, this study investigated the Korean loungewear market and studied consumer evaluation toward loungewear with Korean traditional fashion design elements. Relationship among antecedents of purchase intention for Korean traditional fashion design elements were analyzed and compared between lifestyle groups for consumer targeting purposes. Product quality, retail service quality, perceived value, and preference on loungewear with Korean traditional design elements were chosen as antecedents of purchase intention and a structural equation model was designed to examine their relationship as well as their influence on purchase intention. Product quality and retail service quality among marketing mixes were employed as factors affecting preference and perceived value of loungewear with Korean traditional fashion design elements. Also effects of preference and perceived value on purchase intention were examined through the same model. A total of 357 self-administered questionnaires were completed by female consumers via web survey system. A questionnaire was developed to measure samples' lifestyle, product and retail service quality as purchasing criteria, perceived value, preference and purchase intention of loungewear with Korean traditional fashion design elements. Also, loungewear purchasing and usage behavior were asked as well in order to examine Korean loungewear market status. Data was analyzed through descriptive analysis, factor analysis, cluster analysis, ANOVA and structural equation model was tested via AMOS 7.0. As for the result of Korean loungewear market status investigation, loungewear was purchased by most of the consumers in our sample. Loungewear is currently recognized as clothes that are worn at home and consumers are showing comparably low involvement toward loungewear. Most of consumers in this study purchase loungewear only two to three times a year and they spend less than US$10. A total of 12 items and four factors of loungewear consumer lifestyle were found: traditional value oriented lifestyle, brand-affected lifestyle, pursuit of leisure lifestyle, and health oriented lifestyle. Drawing on lifestyle factors, loungewear consumers were classified into two groups; Well-being and Conservative. Relationships among constructs of purchasing behavior related to loungewear with Korean traditional fashion design elements were estimated. Preference and perceived value of loungewear were affected by both product quality and retail service quality. This study proved that high qualities in product and retail service develop positive preference toward loungewear. Perceived value and preference of loungewear positively influenced purchase intention. The results indicated that high preference and perceived value of loungewear with Korean traditional fashion design elements strengthen purchase intention and proved importance of developing preference and elevate perceived value in order to make sales. In a model comparison between two lifestyle groups: Well-being and Conservative lifestyle groups, results showed that product quality and retail service quality had positive influences on both preference and perceived value in case of Well-being group. However, for Conservative group, only retail service quality had a positive effect on preference and its influence to purchase intention. Since Well-being group showed more significant influence on purchase intention, loungewear brands with Korean traditional fashion design elements may want to focus on characteristics of Well-being group. However, Conservative group's relationship between preference and purchase intention of loungewear with Korean traditional fashion design elements was stronger, so that loungewear brands with Korean traditional fashion design elements should focus on creating conservative consumers' positive preference toward loungewear. The results offered information on Korean loungewear consumers' lifestyle and provided useful information for fashion brands that are planning to enter Korean loungewear market, particularly targeting female consumers similar to the sample of the present study. This study offers strategic and marketing insight for loungewear brands and also for fashion brands that are planning to create highly value-added fashion brands with Korean traditional fashion design elements. Considering different types of lifestyle groups that are associated with loungewear or traditional fashion goods, brand managers and marketers can use the results of this paper as a reference to positioning, targeting and marketing strategy buildings.

• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.147-187
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• 2008

Online game researchers focus on the flow and factors influencing flow. Flow is conceptualized as an optimal experience state and useful explaining game experience in online. Many game studies focused on the customer loyalty and flow in playing online game, In showing specific game experience, however, it doesn't examine multidimensional experience process. Flow is not construct which show absorbing process, but construct which show absorbing result. Hence, Flow is not adequate to examine multidimensional experience of games. Online game is included in hedonic consumption. Hedonic consumption is a relatively new field of study in consumer research and it explores the consumption experience as a experiential view(Hirschman and Holbrook 1982). Hedonic consumption explores the consumption experience not as an information processing event but from a phenomenological of experiential view, which is a primarily subjective state. It includes various playful leisure activities, sensory pleasures, daydreams, esthetic enjoyment, and emotional responses. In online game experience, therefore, it is right to access through a experiential view of hedonic consumption. The objective of this paper was to make up for lacks in our understanding of online game experience by developing a framework for better insight into the hedonic experience of online game. We developed this framework by integrating and extending existing research in marketing, online game and hedonic responses. We then discussed several expectations for this framework. We concluded by discussing the results of this study, providing general recommendation and directions for future research. In hedonic response research, Lacher's research(1994)and Jongho lee and Yunhee Jung' research (2005;2006) has served as a fundamental starting point of our research. A common element in this extended research is the repeated identification of the four hedonic responses: sensory response, imaginal response, emotional response, analytic response. The validity of these four constructs finds in research of music(Lacher 1994) and movie(Jongho lee and Yunhee Jung' research 2005;2006). But, previous research on hedonic response didn't show that constructs of hedonic response have cause-effect relation. Also, although hedonic response enable to different by stimulus properties. effects of stimulus properties is not showed. To fill this gap, while largely based on Lacher(1994)' research and Jongho Lee and Yunhee Jung(2005, 2006)' research, we made several important adaptation with the primary goal of bringing the model into online game and compensating lacks of previous research. We maintained the same construct proposed by Lacher et al.(1994), with four constructs of hedonic response:sensory response, imaginal response, emotional response, analytical response. In this study, the sensory response is typified by some physical movement(Yingling 1962), the imaginal response is typified by images, memories, or situations that game evokes(Myers 1914), and the emotional response represents the feelings one experiences when playing game, such as pleasure, arousal, dominance, finally, the analytical response is that game player engaged in cognition seeking while playing game(Myers 1912). However, this paper has several important differences. We attempted to suggest multi-dimensional experience process in online game and cause-effect relation among hedonic responses. Also, We investigated moderate effects of perceived complexity. Previous studies about hedonic responses didn't show influences of stimulus properties. According to Berlyne's theory(1960, 1974) of aesthetic response, perceived complexity is a important construct because it effects pleasure. Pleasure in response to an object will increase with increased complexity, to an optimal level. After that, with increased complexity, pleasure begins with a linearly increasing line for complexity. Therefore, We expected this perceived complexity will influence hedonic response in game experience. We discussed the rationale for these suggested changes, the assumptions of the resulting framework, and developed some expectations based on its application in Online game context. In the first stage of methodology, questions were developed to measure the constructs. We constructed a survey measuring our theoretical constructs based on a combination of sources, including Yingling(1962), Hargreaves(1962), Lacher (1994), Jongho Lee and Yunhee Jung(2005, 2006), Mehrabian and Russell(1974), Pucely et al(1987). Based on comments received in the pretest, we made several revisions to arrive at our final survey. We investigated the proposed framework through a convenience sample, where participation in a self-report survey was solicited from various respondents having different knowledges. All respondents participated to different degrees, in these habitually practiced activities and received no compensation for their participation. Questionnaires were distributed to graduates and we used 381 completed questionnaires to analysis. The sample consisted of more men(n=225) than women(n=156). In measure, the study used multi-item scales based previous study. We analyze the data using structural equation modeling(LISREL-VIII; Joreskog and Sorbom 1993). First, we used the entire sample(n=381) to refine the measures and test their convergent and discriminant validity. The evidence from both the factor analysis and the analysis of reliability provides support that the scales exhibit internal consistency and construct validity. Second, we test the hypothesized structural model. And, we divided the sample into two different complexity group and analyze the hypothesized structural model of each group. The analysis suggest that hedonic response plays different roles from hypothesized in our study. The results indicate that hedonic response-sensory response, imaginal response, emotional response, analytical response- are related positively to respondents' level of game satisfaction. And game satisfaction is related to higher levels of game loyalty. Additionally, we found that perceived complexity is important to online game experience. Our results suggest that importance of each hedonic response different by perceived game complexity. Understanding the role of perceived complexity in hedonic response enables to have a better understanding of underlying mechanisms at game experience. If game has high complexity, analytical response become important response. So game producers or marketers have to consider more cognitive stimulus. Controversy, if game has low complexity, sensorial response respectively become important. Finally, we discussed several limitations of our study and suggested directions for future research. we concluded with a discussion of managerial implications. Our study provides managers with a basis for game strategies.