• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.188-198
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• 2010

This study attempts to examine the influence that negative WOM (NWOM) has in an online context. It specifically focuses on the impact of the service failure description and the perceived intention of the communication provider on consumer evaluations of firm competence, attitude toward the firm, positive word of mouth and behavioral intentions. Studies of communication persuasiveness focus on "who says what; to whom; in which channel; with what effect (Chiu 2007)." In this research study, we examine electronic web posting, particularly focusing on two aspects of "what": the level of service failure communicated and perceived intention of the individual posting. It stands to reason electronic NWOM that appears to be trying to damage a product’s or firm's reputation will be viewed as more biased and will thus be considered as less credible. According to attribution theory, people search for the causes of events especially those that are negative and unexpected (Weiner 2006). Hennig-Thurau and Walsh (2003) state "since the reader has only limited knowledge and trust of the author of an online articulation the quality of the contribution could be expected to serve as a potent moderator of the articulation-behavior relationship. We therefore posit the following hypotheses: H1. Subjects exposed to electronic NWOM describing a high level of service failure will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM describing a low level of service failure. H2. Subjects exposed to electronic NWOM with a warning intent will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM with a vengeful intent. H3. Level of service failure in electronic NWOM will interact with the perceived intention of the electronic NWOM, such that there will be a decrease in mean response on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention from electronic NWOM with a warning intent to a vengeful intent. The main study involved a2 (service failure severity) x2 (NWOM with warning versus vengeful intent) factorial experiment. Stimuli were presented to subjects online using a mock online web posting. The scenario described a service failure associated with non-acceptance of a gift card in a brick-and-mortar retail establishment. A national sample was recruited through an online research firm. A total of 113 subjects participated in the study. A total of 104 surveys were analyzed. The scenario was perceived to be realistic with 92.3% giving the scenario a greater than average response. Manipulations were satisfactory. Measures were pre-tested and validated. Items were analyzed and found reliable and valid. MANOVA results found the multivariate interaction was not significant, allowing our interpretation to proceed to the main effects. Significant main effects were found for post intent and service failure severity. The post intent main effect was attributable to attitude toward the firm, positive word of mouth and behavioral intention. The service failure severity main effect was attributable to all four dependent variables: firm competence, attitude toward the firm, positive word of mouth and behavioral intention. Specifically, firm competence for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Attitude toward the firm for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Positive word of mouth for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Behavioral intention for electronic NWOM describing high severity of service failure was lower for electronic NWOM describing low severity of service failure. Therefore, H1a, H1b, H1c and H1d were all supported. In addition, attitude toward the firm for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Positive word of mouth for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Behavioral intention for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Thus, H2b, H2c and H2d were supported. However, H2a was not supported though results were in the hypothesized direction. Otherwise, there was no significant multivariate service failure severity by post intent interaction, nor was there a significant univariate service failure severity by post intent interaction for any of the three hypothesized variables. Thus, H3 was not supported for any of the four hypothesized variables. This study has research and managerial implications. The findings of this study support prior research that service failure severity impacts consumer perceptions, attitude, positive word of mouth and behavioral intentions (Weun et al. 2004). Of further relevance, this response is evidenced in the online context, suggesting the need for firms to engage in serious focused service recovery efforts. With respect to perceived intention of electronic NWOM, the findings support prior research suggesting reader's attributions of the intentions of a source influence the strength of its impact on perceptions, attitude, positive word of mouth and behavioral intentions. The implication for managers suggests while consumers do find online communications to be credible and influential, not all communications are weighted the same. A benefit of electronic WOM, even when it may be potentially damaging, is it can be monitored for potential problems and additionally offers the possibility of redress.

• International Commerce and Information Review
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• v.15 no.1
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• pp.3-34
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• 2013

This research, which was experimented by dividing tangible and intangible products, established the influence that affects recovery for consumers' complaint behavior and behavioral intention as per each different compensation program. In Experiment 1, the consumers, who experienced complaint behavior owing to company's mistake, have preferably recovered through the compensation program offered by the company. However, there was a significant difference in preference recovery between products that caused complaint behavior. According to the study result, the more clear preference recovery was shown in the case of purchasing laptop than the case of dining in family restaurant. Additionally, the consumers' emotion recovery was possible through compensation.; There was a emotion recovery disparity depending on product type between purchasing laptop case and dining in family restaurant case. The consumers, who experienced complaints, were only able to recover their preference, emotion, and behavioral intention through compensation of which recovery was greater in tangible product case than ordinary service. Meanwhile, there was no distinct difference between recovery compensation types even though the products were identical-type ones whereas it appeared that such tangible product which showed greater purchasing effort as laptop computer was more effective in stimulating emotion response. In Experiment 2, the purpose was to find out the difference between complaint behavior and its recovery process shown after purchase by Korean and Japanese college students, who have different consumer purchasing habits. The both consumers of the two countries, who experienced complaint behavior, demonstrated precise difference in preference recovery while the emotion and behavioral intention exhibited no disparity between the two consumer groups. In this experiment, it was learned that Korean college students were show-off purchase type consumers while on the other hand, the Japanese college students were famous product purchase type consumers. Thus, there was a clear difference in laptop computer purchase process and post-purchase evaluation between these two groups. In particular, the Korean college students had quicker preference recovery through compensation than the Japanese college students on account of their tendency to be consciousness of others. Nevertheless, there was no difference between the emotion recovery and re-purchase recovery and therefore, the compensation program for complaints was proven to affect the emotion and behavioral intention.

• Journal of the Economic Geographical Society of Korea
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• v.20 no.3
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• pp.419-430
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• 2017

This study aims to analyze the effect of the exhibition's image toward Visitor's Satisfaction and Behavioral Intention (re-visit and recommendation), and to investigate the influence relationship between visitor's satisfaction and behavioral intention. Thus, the survey is carried out to 489 visitors from Daejeon International Wine Fair and the result shows as following. First, after the analysis of local exhibition's image, 6 factors(wonderfulness tendency, experience tendency, purchase tendency, entertainment tendency, and utility tendency) come out. Second, the impact on image of exhibition's image from 6factors is sequentially followed as wonderfulness tendency, experience tendency, purchase tendency, entertainment tendency, and utility tendency, however the local tendency have no impact on. Third, in the influence relationship between re-visit and exhibition image- as a following order- wonderfulness, purchase tendency, experiment tendency, entertainment tendency and local tendency are sequentially have an impact. Forth, the result of the analysis for influence between elements of the exhibition's image factor and the intention of recommendation shows that wonderfulness, experience tendency, entertainment tendency, and purchase tendency elements had a meaningful influence on the intention of recommendation however, local tendency and utility tendency do not have an impact. Fifth, the satisfaction of visitors have an affirmative influence on the intention of behavior(re-visit and recommendation).

• The Korean Journal of Physiology
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• v.8 no.1
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• pp.15-22
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• 1974

The influence, upon male rat's mating behavior, of Korean Panax Ginseng administered for 3 and 5 days was investigated by direct behavioral observation and also by counting the number of copulation plugs the animals deposited. Four쇼-four male albino rats were used. Part of the animals received ginseng for 3 days (ginseng-3 day group, N= 12) or for 5 days(ginseng-5 day group, H=10), while the remaining animals received saline for 3 days (saline-3 day group, N=12) or for 5 days (saline-S day group, N=10). Each animal belonging to the 2 ginseng groups received subcutaneously 0.5 ml/100 g body weight of ginseng alcohol extract solution (4 mg of the ethyl alcohol extract in 1 ml of physiological saline), and each rat belonging to the 2 saline groups received the same amount of saline per day. During the dark period of the light-dark cycle on the next day following the last drug administration, a female rat in the artificial estrus was introduced to each male and the mating behavior was observed for 45 minutes. The observation session was divided into two parts and, in the early part which terminated with the first ejaculation and succeeding intromission, following behavioral measures were taken: mounting latency, intromission latency, inter-intromission period, ejaculatory latency(time from the first intromission until the first ejaculation), occurrence of mounting with intromission, occurrence of mounting without intromission, and postejaculatory interval. Behavioral measures taken in the later part of the session after the first ejaculation were: occurrence of mounting with intromission, occurrence of mounting without intromission, and occurrence of ejaculation. Immediately after the behavioral observation session the experiment turned to measure, for 10 days, the number of copulation plug which each pair of rats deposited. Following results were obtained: 1. After several mountings mounting with intromission, males of the 2 ginseng groups finished the first ejaculation significantly earlier than the corresponding 2 saline groups did. 2. The postejaculatory latency was significantly reduced in the ginseng-5 day group compare with the value of the saline-5 day group and also compared with the value of the ginseng-3 day group. 3. The 2 ginseng groups ejaculated significantly more often in 45 minutes' observation session than the corresponding 2 saline groups did. 4. The number of copulation plug deposited in 10 days by the animals of the 2 ginseng groups. significantly exceeded the number deposited by the corresponding 2 saline group animals. The animals of the ginseng-5 day group deposited copulation plugs significantly more than the animals of the ginseng-3 day group did. It is inferred from the above results that the ginseng facilitates mating behavior of male rats, and that the degree of facilitation may be influenced by the duration of drug administration.

• Korean Journal of Environmental Biology
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• v.40 no.3
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• pp.247-254
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• 2022

To investigate the tolerance limit and critical thermal maximum (CTM), behavioral responses of wild goldeye rockfish Sebastes thompsoni according to exposure to high water temperature were observed using a continuous behavior tracking system. As a result, behavioral index (BI) of S. thompsoni in each temperature (20.0, 25.0, and 30.0℃) showed a significant difference (p<0.05) when compared with the value measured in a stable condition of 15.0℃. The activity level of S. thompsoni exposed to 25.0℃ decreased sharply after 20 hours. Their rest time at the bottom of experiment chamber increased, and their normal swimming and metabolic activities were disturbed. In addition, at a high water temperature of 30.0℃, S. thompsoni reached the limit of resistance and showed a sub-lethal reaction of swimming behavior, with energy consumption in the body increased and all test organisms died. In conclusion, the eco-physiological response of S. thompsoni to water temperature varied greatly depending on the fluctuation range of the exposed temperature and the exposure time. In addition, the tolerance limit of S. thompsoni to high water temperature was predicted to be 25.0-30.0℃. The maximum critical thermal that had a great influence on the survival of this species was found to be around 30.0℃.

• Journal of the Korean Society of Fisheries and Ocean Technology
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• v.44 no.4
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• pp.294-303
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• 2008

Squid jigging fishery is very important in that there are about 1,000 jigging vessels more than 10 tonnage and about 5,000 ones less than 10 tonnage in Korea. But the cost of oil which is used to light fishing lamps, goes significantly up to almost one hundred million won for 50 tonnage vessels and forty million won in case of vessels less than 10 tonnage. This cost has almost taken 40% of total fishing costs. That is, the fishing business condition of squid jigging fishery is recently in the very difficult situation. As oil price increases, the business condition of the fishery gets worse and worse. Therefore it is very urgent to develop an economical fishing lamp, to solve this problem of fishery's business difficulty. This research aims at developing a fishing lamp for squid jigging fishery using the light emitting diode which has very excellent efficiency and durability. We made a water tank with 20 meters width which is a shape of raceway to research behavioral characteristics of Japanese flying squid to LED light, and made an experiment to investigate optimum wave of LED light to lure squid. The method is to establish LED lamps on both ends of water tank and to observe squid's behavior. Colors and wave lengths of LED lamps, used in experiment, are red(634nm), yellow(596nm), green(523nm), blue(454nm) and white(454nm+560nm). In experiment for attractive capability of LED lamp to squids, Japanese flying squid are highly attracted to blue lamp and white lamp. However, they are dispersed to red and yellow lamps. In addition, Japanese flying squid have moved and stayed in both dark ends of water tank. When compared intermittent lamp with continuous lamp, Japanese flying squid are highly attracted to intermittent lamp when intermittent interval is 0.25 second.

• Journal of Oriental Neuropsychiatry
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• v.9 no.2
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• pp.19-35
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• 1998

Some oriental medicine turned out to have a significant clinical effect on the cure for dementia. Therefore, thorough scientific tests for physiological effect of oriental medicne are needed. This study is aimed at doing experimental studies on the effects of two medicines, Jowiseungcheongtang and hyungbangjihwangtang, on the cure for dementia.For the demonstration of the effect of the two medicines on aged rats, we perfomed a radial arm medicines on aged rats, water maze task, known for their proper learning paradigm for behavior.Previous studies on aging and dementia show that aged rats displayed significant impariments in the learning of the radial arm maze task compared with younger rats. As in experiment 1, we found that the learning of the radial arm maze task compared with younger rats. As in experiment 1, we found that the learning deficits aged rats exhibit in radial arm maze task were improved with the application of each medicine. The resutls suggest that these two medicine can be effective to patients whose working or shortterm memory is impaired. In experiment 2 we studied the effect of the two medicines on the deficit of the aged rats with the Morris water maze task known for measuring long-tern memory. We did not find significant results between the performance of the ages rats and the younger ones. Considered the different results previous studies have reported, more thorough studies are needed to investigate the effect of the medicines on long-term memory.In conclusion, the results we found in experiment 1 and 2 suggest that Jowisengcheongtang and hyungbangjihwangtang can have useful effects for the cure of age-related memory (especially for short-term memory)deficits. Recent interests in dementia urges researchers concerned to explore the effect of oriental medicine on the disease. As there have been relatively few behavioral or scientific studies on dementia using oriental medicine to date, further studies are expected are expected to continue to elucidate 'what the wisdom of the oriental medicine tells about dementia'.

• Journal of the Ergonomics Society of Korea
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• v.29 no.4
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• pp.655-659
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• 2010

The objective of this study is to quantitatively incorporate user observation into usability evaluation of mobile interfaces using monitoring techniques in first- and third-person points of view. In this study, an experiment was conducted to monitor and record users' behavior using Ergoneers Dikablis, a gaze tracking device. The experiment was done with 2 mobile phones each with a button keypad interface and a touchscreen interface for comparative analysis. The subjects included 20 people who have similar experiences and proficiency in using mobile devices. Data from video recordings were coded with Noldus Observer XT to find usage patterns and to gather quantitative data for analysis in terms of effectiveness, efficiency and satisfaction. Results showed that the button keypad interface was generally better than the touchcreen interface. The movements of the fingers and gaze were much simpler when performing given tasks on the button keypad interface. While previous studies have mostly evaluated usability with performance measures by only looking at task results, this study can be expected to contribute by suggesting a method in which the behavioral patterns of interaction is evaluated.

• Journal of the Korean Society for Nondestructive Testing
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• v.36 no.2
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• pp.121-129
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• 2016

As the lifespan of concrete structures increases, their load carrying capacity decreases owing to cyclic loads and long-term effects such as creep and shrinkage. For these reasons, there is a necessity for stress state monitoring of concrete members. Particularly, it is necessary to evaluate the concrete structures for behavioral changes by using a technique that can overcome the measuring limitations of usual ultrasonic nondestructive evaluation methods. This paper proposes the use of a nonlinear ultrasonic method, namely, nonlinear resonant ultrasonic spectroscopy (NRUS) for the measurement of nonlinearity parameters for stress monitoring. An experiment compared the use of NRUS method and a linear ultrasonic method, namely, ultrasonic pulse velocity (UPV) to study the effects of continuously increasing loads and cyclic loads on the nonlinearity parameter. Both NRUS and UPV methods found a similar direct relationship between load level and that parameter. The NRUS method showed a higher sensitivity to micro-structural changes of concrete than UPV method. Thus, the experiment confirms the possibility of using the nonlinear ultrasonic method for stress state monitoring of concrete members.

• Korean Journal of Pharmacognosy
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• v.5 no.3
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• pp.159-166
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• 1974

The Yellow needle crystal was isolated from Atractylis Rhizoma, having mp $124{\sim}126^{\circ}C$(decomp.), the chemical composition $C_{16}H_{21}N_{3}O_{6}$, and its m.w. 251. The pharmacological actions of this alkaloid were studied by various psycopharmacological experiments. 1) In order to see the effect of this Atractylis(=At.) alkaloid on gross general behaviors in mice, a behavioral analysis experiment was adapted. The occurrence number of sleep and lying in At. alkaloidal animals with the doses 10mg/kg or 20mg/kg was increased but the number of jumping, exploration, rearing and defecation was significantly decreased than those of placebo. 2) The effect of the At. alkaloid on unlearned emotional behaviors of mice was studied with an open-field method. The At. alkaloidal groups with the doses 20mg/kg or 30mg/kg showed less often the frequency of locomotion than that of placebo. 3) To know the effect of the At. alkaloid on the learning, a standard water maze experiment and conditioned avoidance response were conducted. As compared to placebo control, the aquisition rate of the maze learning in the alkaloidal mice with the dose of 10mg/kg or 20mg/kg was significantly impaired and the speed of swimming was also signficantly delayed. In the conditioned avoidance response, the extinction performances of the alkaloidal rats with doses of 20mg/kg or 30mg/kg did not differ significantly than that of placebo.