• 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.

• The Journal of Engineering Geology
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• v.29 no.1
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• pp.51-68
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• 2019

This study performs to evaluate adaptability of seashore filtering type seawater-intake which adapts dua1 filter well alternative for direct seawater-intake. This study varies filter condition of seashore free surface aquifer which is composed of sand layer then installs real size dual filter well and single filter well to evaluate water permeability and proper pumping amount according to filter condition. According to result of step aquifer test, it is analysed that 110.3% synergy effect of water permeability coefficient is happened compare to single filter since dual filter well has better improvement. dual filter has higher water permeability coefficient compare to same pumping amount, this means dual filter has more improved water permeability than single filter. According to analysis result of continuous aquifer test, it is evaluated that dual filter well (SD1200) has higher water permeability than single filter well (SS800) by analysis of water permeability coefficient using monitoring well and gauging well, it is also analysed dual filter has 110.7% synergy effect of water permeability coefficient. As a evaluation result of pumping amount according to analysis of water level dropping rate, it is analysed that dual filter well increased 122.8% pumping amount compare to single filter well when water level dropping is 2.0 m. As a result of calculating proper pumping amount using water level dropping rate, it is analysed that dual filter well shows 136.0% higher pumping amount compare to single filter well. It is evaluated that proper pumping amount has 122.8~160% improvement compare to single filter, pumping amount improvement rate is 139.6% compare to averaged single filter. In other words, about 40% water intake efficiency can be improved by just installation of dual filter compare to normal well. Proper pumping amount of dual filter well using inflection point is 2843.3 L/min and it is evaluated that daily seawater intake amount is about $4,100m^3/day$ (${\fallingdotseq}4094.3m^3/day$) in one hole of dual filter well. Since it is possible to intake plenty of water in one hole, higher adaptability is anticipated. In case of intaking seawater using dual filter well, no worries regarding damages on facilities caused by natural disaster such as severe weather or typhoon, improvement of pollution is anticipated due to seashore sand layer acts like filter. Therefore, It can be alternative of environmental issue for existing seawater intake technique, can save maintenance expenses related to installation fee or damages and has excellent adaptability in economic aspect. The result of this study will be utilized as a basic data of site demonstration test for adaptation of riverside filtered water of upcoming dual filter well and this study is also anticipated to present standard of well design and construction related to riverside filter and seashore filter technique.

• Journal of radiological science and technology
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• v.31 no.4
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• pp.337-346
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• 2008

A questionaire survey was conducted for patients who had been examined at the Department of Radiology to investigate the items that need to be improved. Brainstorming was also conducted by team members to suggest the tactics that can efficiently perform the QI activity by selecting the most frequently answered topics for the reduction of waiting time of x-ray examination. From September 2006 to November 2007, number of patients before and after conducting QI was compared for 3 months by each category differentiated by types of detailed causes. A patient case was set as one shooting for one patient. After conducting QI, the waiting cases before conducting QI were evaluated for the method of improvement for 3 month through the QI team discussion and conducted by following the improvement method for the next 1 month and the waiting cases were measured and the difference before and after the QI activity was compared in percentage. 1. When patient waiting cases were compared before and after conducting QI activity against the causes of repetition, it resulted in 3.9% of reduction effect. 2. When patient waiting cases were compared before and after conducting QI activity against the causes for the lack of guiding, it resulted in 1.1% of reduction effect. 3. When patient waiting cases were compared before and after conducting QI activity against the causes of miss-inputting prescription, it resulted in 1.1% of reduction effect. 4. When patient waiting cases were compared before and after conducting QI activity against the causes for emergency patients, patients with acute pain and discomfort patients, it resulted in 12.0% of reduction effect. 5. When patient waiting cases were compared before and after conducting QI activity against the causes for shooting overlapping of outpatients and hospitalized patients, it resulted in 4.7% of reduction effect. There are many factors to reduce the patient waiting cases in radiography. The first step is for radiology department to find these factors through QI, to improve them, which is the reason why the QI team is organized to perform the QI activities.

• Journal of the Korean Society of Food Science and Nutrition
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• v.39 no.7
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• pp.966-974
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• 2010

The aim of this study was to examine characteristics between nutrient intakes, body composition and physical fitness in gifted athletic boys. The subjects were conducted in 50 boys aged 9~12 years living in Busan, Ulsan and Gyeongsangnam-do, Korea. Dietary intake information was collected from participants using 3-day food recorded and body composition was measured by bioelectrical impedance analysis, and their anthropometric parameters were measured. Swimming group's daily energy intakes were significantly higher compared to those of other groups. Athletics and swimming groups were significantly taller than gymnastics. Swimming group was significantly higher than gymnastics group in weight, fat mass, body fat percent and lean body mass. Athletics and swimming groups were significantly longer than gymnastics group in sit and ball throwing. Swimming group was significantly better than other groups in sit up, and athletics group was significantly faster than gymnastics group in 50 m run. In correlation result for nutrient intake and body composition: 1) Body weight shows positive correlation with protein, phosphorus, sodium, vitamin $B_1$, C and niacin. BMI shows positive correlation with sodium and niacin. Fat mass shows positive correlation with niacin and folate. Body fat% shows positive correlation with vitamin C, E, niacin and folate. LBM shows positive correlation with all elements except lipid, calcium, vitamin A, C, E and folate. In correlation result for nutrient intake and physical fitness: 2) Push up shows positive correlation with iron and vitamin C. Sit and throw ball shows positive correlation with the events except lipid, fiber, vitamin A, E and folate. Sit up shows positive correlation with vitamin $B_1$. Half squat shows positive correlation with iron. Standing long jump shows positive correlation with total energy, lipid, and vitamin A, B and $B_2$. Long run shows negative correlation with protein, carbohydrate, fiber, phosphorus, iron, sodium and zinc. Side step shows positive correlation with niacin. Sit and reach shows negative correlation with total energy, carbohydrate, phosphorus, sodium, zinc and vitamin $B_2$. In correlation result for body composition and physical fitness: 3) Sit and throw ball shows positive correlation with body weight, BMI, fat mass, body fat% and LBM. Standing long jump shows positive correlation with LBM. But long run and 50 m run shows negative correlation with body weight and LBM.

• International Commerce and Information Review
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• v.15 no.3
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• pp.353-384
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• 2013

When it comes to the current inter-Korean relationship, the two Koreas are in the step of core practical negotiation on exchanges and cooperation away from deadlock so far. It is expected that they will have more and frequent meetings in the future. Therefore, now is the time the South Korea needed to come up with systematic countermeasures because there is nothing more important and giving more impact on our society than the matter of North Korea. As the purpose of social science lies with the explanation and prediction of the social phenomena in the society, it is considered to be meaningful to analyze the representative military negotiations such as the defense ministry-level talks, general-level talks, and working-level talks between the two Koreas where the participants from South Korea consisting of the military representatives discussed with their counterparts of North Korea since the signing of the armistice in Korea on July 27, 1953. This study analyzes and evaluates the behaviors of North Korea's military negotiations with the South Korea in the Kim Jong-il era on the overall basis. In particular, the research tries to prove that the behaviors of military negotiations under Kim Jeong-il regime were made in the frame of the negotiation model by analyzing many negotiations presented in 'With Century', Kim Il Sung's Memoirs under his anti-Japan-guerilla era and suggesting the analysis frame of anti-Japan-guerilla style negotiation model. Based on the results of this proof, the study looks at carefully the specific characteristics of anti-Japan guerrilla-type negotiation.

• Korean Chemical Engineering Research
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• v.49 no.5
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• pp.605-610
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• 2011

Phase holdup characteristics of relatively large and small bubbles were investigated in a three-phase(gasliquid-solid) fluidized bed of which diameter was 0.105 m(ID) and 2.5 m in height, respectively. Effects of gas(0.01~0.07 m/s) and liquid velocities(0.01~0.07 m/s) and particle size($0.5{\sim}3.0{\times}10^{-3}m$) on the holdups of relatively large and small bubbles were determined. The holdups of two kinds of bubbles in three phase fluidized beds were estimated by means of static pressure drop method with the knowledge of pressure drops corresponding to each kind of bubble, respectively, which were obtained by dynamic gas disengagement method. Dried and filtered air which was regulated by gas regulator, tap water and glass bead of which density was $2500kg/m^3$ were served as a gas, a liquid and a fluidized solid phase, respectively. The two kinds of bubbles in three-phase fluidized beds, relatively large and small bubbles, were effectively detected and distinguished by measuring the pressure drop variation after stopping the gas and liquid flow into the column as a step function: The increase slope of pressure drop with a variation of elapsed time was quite different from each other. It was found that the holdup of relatively large bubbles increased with increasing gas velocity but decreased with liquid velocity. However, the holdup showed a local minimum with a variation of size of fluidized solid particles. The holdup of relatively small bubbles increased with an increase in the gas velocity or solid particle size, while it decreased slightly with an increase in the liquid velocity. The holdups of two kinds of bubbles were well correlated in terms of operating variables within this experimental conditions, respectively.

• Archives of design research
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• v.18 no.4 s.62
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• pp.73-84
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• 2005

The purpose of this study is to analyze the interior color characteristics of elderly housing facilities in Korea. For this purpose, a filed survey was conducted between October 16 and October 25, 2003, visiting 10 elderly housing facilities. A three step analysis of the facilities was involved. First, floor, walls, ceiling, base boards and doors in common spaces were examined for the color scheme using the 'Pantone for Fashion and Home Color Guide' for each room. Measured Pantone numbers were converted to RGB color using 'Chooser 3.0 of Pantone, Inc.' Finally, the conversions were recorded as Munsell numbers. The results are as follows. First, the brightness used in elderly housing facilities ranges from high value to low value while the chroma ranges from the middle chroma to low chroma. The warm colors of Y and YR are mainly used, followed by GY and R. Second, the colors used for elderly housing facilities are found inter-related. For example, the main color in the lobby is also used for corridor and used again in dining room, library, and treatment room. Third, in terms of the color scheme, it is best help the elderly, who generally have lower recognition capability, by highlighting the distinction and attention by using the dearly distinctive accent color for the transition space, edge of the hallways or in front of the door to the units and having different color for each floor. But in most facilities except one or two, this consideration is ignored. Fourth, there is difference in color selection between elderly housing with low and high rental value. Only one facility, the most high priced one, has aggressive color arrangement, and the others show very little consideration of the elderly's needs.

• Journal of the Korean Society of Food Science and Nutrition
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• v.35 no.5
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• pp.557-564
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• 2006

This research was planned and executed to evaluate how the composition of Yak-sun (oriental diet therapy) can effect health conditions of people who are suffering from diet-related diseases like obesity and hyper lipidemia by taking Yak-sun in a form of nutritional supplement with our daily meals. We produced Yak-sun tea with $Ky\hat{a}lmy\hat{a}ngja$, Kamguk, $K\hat{u}m\hat{u}nhwa$, Ch'onkung and observed nutritional composition and evaluated how this tea effects on serum lipids and homocystein concentration by clinical practices. With this observation, we found out that this tea has significant effect on increasing of HDL-cholesterol, decreasing of LDL-cholesterol and homocysteine concentration, and we think that scientific and objective evaluation was done on the components of Yak-sun tea prescription. We concluded that we could apply the components not only in a form of tea, but also in other forms of various food. The information we received from this conclusion will be a basic information on how we can apply oriental medicinal resources into other food and will also be a stepping stone for medicinal herbs to step foot in the field of functional food research, which already draws sizable attention world-wide.

• CRM연구
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• v.3 no.2
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• pp.43-68
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• 2010

One of the recent research trends that universities are increasingly adopting the concept of 'customer' and the customer-oriented strategy has urged us to research enterprise-wide CRM strategy adaptable to university administration. As the first step of CRM strategy for university management, we try to validate the difference of CRM strategic factors among university types. Drawing upon both CRM process and customer equity drivers, which have been recognized as core frameworks for CRM strategy, we developed those survey instruments adoptable into university industry, and validated statistically-significant difference among 12 types of university group constructed by the levels of university evaluation and the location of the universities. We collected 261 responses from 177 universities from all over the country and analyzed the data to see the levels of CRM processes consisting of customer acquisition, retention, and expansion, and customer equity drivers consisting of value equity, brand equity, and relationship equity by using multivariate ANOVA(MANOVA). The result confirms the explicit differences of the levels of CRM processes and customer equity drivers between the groups by university evaluation levels(high/middle/low). However, the analysis failed to show the significant differences of those between the group by university locations(the capital/the suburbs/the six megalopolises/other countries). More specifically, the level of activities for customer acquisition and retention of the universities in the higher-graded group are significantly different from those in the lower-graded group from the perspective of CRM process. In terms of customer equity drivers, the levels of both brand equity and relationship equity of the higher-graded group are significantly higher than those of both middle and lower-graded group. In addition, we found that the value equity between the higher and lower-graded groups, and the brand equity between the middle and lower-graded groups are different each other. This study provides an important meaning in that we tried to consider CRM strategy which has been mainly addressed in profit-making industries in terms of non-profit organization context. Our endeavors to develop and validate empirical measurements adoptable to university context could be an academic contribution. In terms of practical meaning, the processes and results of this study might be a guideline to many universities to build their own CRM strategies. According to the research results, those insights could be expressed in several messages. First, we propose to universities that they should plan their own differentiated CRM strategies according to their positions in terms of university evaluation. For example, although it is acceptable that a university in lower-level group might follow the CRM process strategy of the middle-level group universities, it is not a good idea to imitate the customer acquisition and retention activities of the higher-level group universities. Moreover, since this study reported that the level of universities' brand equity is just correlated with the level of university evaluation, it might be pointless for the middle or lower-leveled universities if they just copy their brand equity strategies from those of higher-leveled ones even though such activities are seemingly attractive. Meanwhile, the difference of CRM strategy by university position might provide universities with the direction where they should go for their CRM strategies. For instance, our study implies that the lower-positioned universities should improve all of the customer equity drivers with concerted efforts because their value, brand, and relationship equities are inferior compared with the higher and middle-positioned universities' ones. This also means that they should focus on customer acquisition and expansion initiatives rather than those for customer retention because all of the customer equity drivers could be influenced by the two kinds of CRM processes (KIm and Lee, 2010). Surely specific and detailed action plans for enhancing customer equity drivers should be developed after grasping their customer migration patterns illustrated by the rates of acquisition, retention, upgrade, downgrade, and defection for each customer segment.

• Tuberculosis and Respiratory Diseases
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• v.53 no.1
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• pp.17-26
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• 2002

Background : The detection and early elimination of the causes for acute respiratory distress syndrome(ARDS) at the initial stage can result in a more favorable prognosis. Miliary tuberculosis as a cause of the ARDS is quite rare. A diagnosis of miliary tuberculosis is difficult due to the diversity of radiological patterns and non-specific clinical finfings, and low sensitivity of sputum examinations for acid-fast bacilli(AFBs). An analysis of the clinical data is the first step in diagnosing these unusual, rare cases. Materials and Methods : In this study the clinical features, laboratory data, radiological findings and diagnostic methods were analyzed in 9 cases with an initial presentation of ARDS due to miliary tuberculosis. The ARDS was defined by the definition of the American-Europian consensus conference 1992. Results : The mean age of the patients was $67{\pm}18$ years (F:M=7:2). The chief complaints were dyspnea(5/9), coughing (3/9) and fever(5/9). On a physical examination, fine or coarse crackles were noted(6/9). The ARDS developed on average 6.7 days after the initial respiratory symptoms. The mean $PaO_2/FiO_2$ of the patients was $133.5{\pm}53.4$, the number of cases with a WBC<5000/$mm^3$ was 4 out of 9 cases. A platelet count<70,000/$mm^3$ was observed in 2 out of 9 cases, and the serum albumin level was $2.6{\pm}0.6$ g/dL. The initial simple chest PA showed ground glass appearances and consolidation in all cases, However, the miliary nodular densities were observed in only 4 out of the 9 cases. HRCT revealed alveolar densities and a consolidation in 5 out of 6 cases, and miliary nodules in 5 out of 6 cases, The diagnosis of tuberculosis was made by a liver biopsy (4/4, 100% sensitivity), a bone marrow biopsy (1/2, 50% sensitivity), and an open lung biopsy (1/1), the sputum AFB was positive in only 2 out of 9 cases. The patient was treated with INH, RFP, EMB, PZA, and steroids. The survival rate was 55.5%. Conclusion : Miliary tuberculosis should be considered as one of the causes for ARDS in areas where there is a high prevalence of tuberculosis. The chief complaints of the patients on admission are dyspnea, fever and coughing without any specific riskfactors. A liver biopsy is particularly useful in ARDS patients with mechanical ventilation to determine the causes of the ARDS if miliary tuberculosis is suspected as being the underlying disease.