• Journal of Distribution Science
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• v.20 no.7
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• pp.119-127
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• 2022

Purpose: The underdog effect refers to a positive attitude towards the underdog who lacks resources and opportunities but has passion and determination. Extensive research has been investigated how the underdog effect affects distributing consumer preference and purchase intention. The purpose of this study is to identify the theoretical basis on which the underdog effect is grounded by analysing the prior research in the underdog literature. Research design, data and methodology: This study organizes the literature on the underdog effect by analyzing a total of 33 journals published in the past 16 years. Constructs and variables were extracted from the selected articles through the content analysis on a systematic literature review. Results: This literature review reveals that identity theories served as an overarching theoretical lens when examining the underdog effect. Additionally, the underdog effect was rooted in theories of justice and equity to explain the relationship between underdog brand positioning and consumer preference. Conclusions: This paper paves the way for future research based on prior research and trend analysis of underdog brand positioning. This article also provides an insightful interpretation and synthesis of the theoretical underpinnings of the impact of underdog effects on consumers' overall brand evaluations.

• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.208-218
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• 2010

Internet has grown fast and become one of the most important retail channels now. Various types of Internet retailers, hereafter etailers, have been introduced so far and as one type of Internet shopping mall, 'surrogate Internet shopping mall' has been prosperous and attracting consumers in the domestic market. Surrogate Internet shopping mall is a unique type of etailer that globally purchases well-known brand goods that are not imported in the market, completes delivery in the favor of individual buyers, and collects fees for these specific services. The consumers, who are usually interested in purchasing high-end and unique but not eligible brands, have difficulties to purchase these items overseas directly from the retailers or brands in other countries due to worries of payment failure and no address available for their usually domestic only delivery. In Korea, both numbers of surrogate Internet shopping malls and the magnitude of sales have been growing rapidly up to more than 430 active malls and 500 billion Korean won in 2008 since the population of consumers who want this agent shopping service is also expending. This etail business concept is originated from 'surrogate-mediated purchase' and this type of shopping agent has existed in many different forms and also in wide ranges of context level for quite a long time. As marketers face their individual buyers' representatives instead of a direct contact with them in many occasions, the impact of surrogate shoppers on consumer's decision making has been enormously important and many scholars have explored various range of agent's impact on consumer's purchase decisions in marketing and psychology field. However, not much rigorous research in the Internet commerce has been conveyed yet. Moreover, since as one of the shopping agent surrogate Internet shopping malls specifically connect overseas brands or retailers to domestic consumers, one specific character of the mall's, image of surrogate buying country, where surrogate purchases are conducted in, may play an important role to form consumers' attitude and purchase intention toward products. Furthermore it also possibly affects various dimensions of perceived risk in consumer's information processing. However, though tremendous researches have been carried exploring the effects of diverse dimensions of country of origin, related studies in Internet context has been rarely executed. There have been some studies that prove the positive impact of country of origin on consumer's evaluations as one of information clues in product manufacture descriptions, yet studies detecting the relationship between country image of surrogate buying origin and product evaluations rarely undertaken regarding this specific mall type. Thus, the authors have found it well-worth investigating in this specific retail channel and explored systematic relationships among focal constructs and elaborated their different paths. The authors have proven that country image of surrogate buying origin in the mall, where surrogate malls purchase products in and brings them from for buyers, not only has a positive effect on consumers' product evaluations including attitude and purchase intention but also has a negative effect on all three dimensions of perceived risk: product-related risk, shipping-related risk, and post-purchase risk. Specifically among all the perceived risk, product-related risk which is arisen from high uncertainty of product performance is most affected (${\beta}$= -.30) by negative country image of surrogate buying origin, and also shipping-related risk (${\beta}$= -.18) and post-purchase risk (${\beta}$= -.15) get influenced in order. Its direct effects on product attitude (${\beta}$= .10) and purchase intention (${\beta}$= .14) are also secured. Each of perceived risk dimension is proven to have a negative effect on purchase intention through product attitude as a mediator (${\beta}$= -.57: product-related risk ${\rightarrow}$ product attitude; ${\beta}$= -.24: shipping-related risk ${\rightarrow}$ product attitude; ${\beta}$= -.44: post-purchase risk ${\rightarrow}$ product attitude) as well. From the additional analysis, the paths of consumers' information processing are shown to be different based on their levels of product knowledge. While novice consumers with low level of knowledge consider only perceived risk important, expert consumers with high level of knowledge take both the country image, where surrogate services are conducted in, and perceived risk seriously to build their attitudes and formulate decisions toward products more delicately and systematically, which is in line with previous studies. This study suggests several pieces of academic and practical advice. Precisely, country image of surrogate buying origin does affect on consumer's risk perceptions and behavioral consequences. Therefore a careful selection of surrogate buying origin is recommended. Furthermore, reducing consumers' risk level is required to blossom this new type of retail business whether its consumer are novices or experts. Additionally, since consumer take different paths of elaborating information based on their knowledge levels, sophisticated marketing approaches to each group of consumers are required. For novice buyers strong devices for risk mitigation are needed to induce them to form better attitudes and for experts selections of better and advanced countries as surrogate buying origins are advised while endorsement strategy for the site might work as a reliable information clue to all consumers to mitigate the barriers to purchase goods online. The authors have also explained that the study suffers from some limitations, including generalizability. In future studies, tests of and comparisons among different types of etailers with relevant constructs are recommended to broaden the findings.

• Research in Community and Public Health Nursing
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• v.8 no.2
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• pp.347-367
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• 1997

The purpose of this study was to investigate drug abuse and to find related factors among high school students. The subjects for this study were 973 students from 10 high schools in Taegu city. The data were collected from September 30, 1996 to October 30, 1996. The questionnaire developed by Kim Soyoaja (1991) surveyed adolescent drug use and questions on smoking and drinking were readjusted and added by the researcher based on review. The data was analyzed using frequency, percentage, $X^2-test$, t -test, Pearson Correlation Coefficient with the SPSS /PC+. The results of this study were summarized as follows: 1. The proportion of students who drank alcohol 1-2 times or more per year was 52.4% and smoked Cigarette 1 -2 times or more per year was 20.8%. The 7 different drugs(Analgetics 5.7%. sleeping pills and sedatives 4.2%, antihistamines 1.1%. stimulants 7.7%, hallucinogens 0.8%, inhalants 3.3%, and narcotics 0.6%) were also evaluated. 2. There was a significant relationship between drinking and type of school($X^2$=62.97, p<.0l), grades($X^2$=33.86, P<.001), school life($X^2$= 19.04, p<.001), and delinquent friends($X^2$= 64.72, P<.001). 3. There was a significant relationship between smoking and type of school($X^2$=153.65, p<.001), grades ($X^2$=67.53, p<.001), their respect for teachers ($X^2$=33.80, p<.001) school life($X^2$ =50.87, p<.001), and delinquent friends($X^2$ =85.28, p<.001). 4. There was a significant relationship between the 7 different kinds of drug abuse and type of school ($X^2$=14.65, p<.01), grades($X^2$=12.89, p<.01), their respect for teachers ($X^2$=8.46, p<.05), and delinquent friends($X^2$=22.42, p<.001). 5. There was a significant relationship between a parent's habitual drug abuse and the 7 different kinds of drug abuse($X^2$=7.78, p<.01), as well as a parent's attitude toward drugs and the 7 different kinds of drug abuse($X^2$=6.33, p<.05). 6. There was a significant difference between drinking(t=-12.53, p<.001), smoking(t=-15.98, p<.001), the 7 different kinds of drug abuse(t=-5.77, p<.001), and the respondant's delinquent experience. 7. There was a correlation between drinking and smoking(r=.4166, p<.001), drinking and the 7 different kinds of drug abuse(r=.2200, p<.001), smoking and the 7 different kinds of drug abuse(r=.1428, p<.05). There was a correlation between drinking and smoking(r=.5977, p<.001), drinking and the 7 different kinds of drug abuse(r=.2849, p<. 001), smoking and the 7 different kinds of drug abuse(r=.1711, p<.05) among male students. There was a correlation between drinking and smoking(r=.4219, p<.001), drinking and the 7 different kinds of drug abuse(r=.2611, p<.001), smoking and the 7 different kinds of drug abuse(r=.1764, p<.001) among female students. 8. There was a correlation between drinking and family stability(r=.0709, p<.05) drinkry and parent -child relationships (r=.1321, p<.01), drinking and mother's rearing attitude(r=.0704, P<.05), smoking and parent -child relationships(r=.0813, P<.05). There was a correlation between drinking and family stability(r=.14S7, p<.01), drinkng and parent-child relationships(r=.2147, p<.001), smoking and family stability(r=.1544, p<.01), smoking and parent. -child relationships (r=. 2018, P<.01) among male students. There was a correlation between drinking and family stability(r=.1l21, p<.05), drinking and mother's rearing attitude (r=.0988, P<.05), smoking and parent -child relationships (r=. 0940, P<.05) among female students. 9. There was a significant difference between the 7 different kinds of drug abuse and family stability (t=2.23, p<.05), parent-child relationships (t=4. 34, p<.001), satisfaction with family (t=4.02, p<.001), father's rearing attitude(t=3.04, p<.01), mother's rearing attitude(t=2.87, p<.01). The distribution channel of drugs including alcohol beverages and cigarettes should be evaluated and restructured to discourage student's temptation and to limit accessibility. The step by step preventive teaching on alcohol drinking and cigarette smoking is needed from middle school to help prevent further drug abuse.

• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.19-45
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• 2008

This study is to empirically examine the primary dimensions of visual merchandising (VMD) of internet shopping mall, namely store design, merchandise, and merchandising cues, to be a attractive virtual store to the shoppers. The authors reviewed the literature related to the major components of VMD from the perspective of the AIDA model, which has been mainly applied to the offline store settings. The major purposes of the study are as follows; first, tries to derive the variables related with the components of visual merchandising through reviewing the existing literatures, establish the hypotheses, and test it empirically. Second, examines the relationships between the components of VMD and the attitude toward the VMD, however, putting more emphasis on finding out the component structure of the VMD. VMD needs to be examined with the perspective that an online shopping mall is a virtual self-service or clerkless store, which could reduce the number of employees, help the shoppers search, evaluate and purchase for themselves, and to be explored in terms of the in-store persuasion processes of customers. This study reviewed the literatures related to store design, merchandise, and merchandising cues which might be relevant to the store, product, and promotion respectively. VMD is a total communication tool, and AIDA model could explain the in-store consumer behavior of online shopping. Store design has to do with triggering a consumer attention to the online mall, merchandise with a product related interest, and merchandising cues with promotions such as recommendation and links that induce the desire to pruchase. These three steps might be seen as the processes for purchase actions. The theoretical rationale for the relationship between VMD and AIDA could be found in Tyagi(2005) that the three steps of consumer-oriented merchandising are a store, a product assortment, and placement, in Omar(1999) that three types of interior display are a architectural design display, commodity display, and point-of-sales(POS) display, and in Davies and Ward(2005) that the retail store interior image is related to an atmosphere, merchandise, and in-store promotion. Lee et al(2000) suggested as the web merchandising components a merchandising cues, a shopping metaphor which is an assistant tool for search, a store design, a layout(web design), and a product assortment. The store design which includes differentiation, simplicity and navigation is supposed to be related to the attention to the virtual store. Second, the merchandise dimensions comprising product assortments, visual information and product reputation have to do with the interest in the product offerings. Finally, the merchandising cues that refer to merchandiser(MD)'s recommendation of products and providing the hyperlinks to relevant goods for the shopper is concerned with attempt to induce the desire to purchase. The questionnaire survey was carried out to collect the data about the consumers who would shop at internet shopping malls frequently. To select the subject malls, the mall ranking data announced by a mall rating agency was used to differentiate the most popular and least popular five mall each. The subjects was instructed to answer the questions after navigating the designated mall for five minutes. The 300 questionnaire was distributed to the consumers, 166 samples were used in the final analysis. The empirical testing focused on identifying and confirming the dimensionality of VMD and its subdimensions using a structural equation modeling method. The confirmatory factor analysis for the endogeneous and exogeneous variables was carried out in four parts. The second-order factor analysis was done for a store design, a merchandise, and a merchandising cues, and first-order confirmatory factor analysis for the attitude toward the VMD. The model test results shows that the chi-square value of structural equation is 144.39(d.f 49), significant at 0.01 level which means the proposed model was rejected. But, judging from the ratio of chi-square value vs. degree of freedom, the ratio was 2.94 which smaller than an acceptable level of 3.0, RMR is 0.087 which is higher than a generally acceptable level of 0.08. GFI and AGFI is turned out to be 0.90 and 0.84 respectively. Both NFI and NNFI is 0.94, and CFI 0.95. The major test results are as follows; first, the second-order factor analysis and structural equational modeling reveals that the differentiation, simplicity and ease of identifying current status of the transaction are confirmed to be subdimensions of store design and to be a significant predictors of the dependent variable. This result implies that when designing an online shopping mall, it is necessary to differentiate visually from other malls to improve the effectiveness of the communications of store design. That is, the differentiated store design raise the contrast stimulus to sensory organs to promote the memory of the store and to have a favorable attitude toward the VMD of a store. The results that navigation which means the easiness of identifying current status of shopping affects the attitude to VMD could be interpreted that the navigating processes via the hyperlinks which is characteristics of an internet shopping is a complex and cognitive process and shoppers are likely to lack the sense of overall structure of the store. Consequently, shoppers are likely to be alost amid shopping not knowing where to go. The orientation tool enhance the accessibility of information to raise the perceptive power about the store environment.(Titus & Everett 1995) Second, the primary dimension of merchandise and its subdimensions was confirmed to be unidimensional respectively, have a construct validity, and nomological validity which the VMD dimensions supposed to have a positive correlation with the dependent variable. The subdimensions of product assortment, brand fame and information provision proved to have a positive effect on the attitude toward the VMD. It could be interpreted that the more plentiful the product and brand assortment of the mall is, the more likely the shoppers to favor it. Brand fame and information provision as well affect the VMD attitude, which means that the more famous the brand, the more likely the shoppers would trust and feel familiar with the mall, and the plentifully and visually presented information could have the shopper have a favorable attitude toward the store VMD. Third, it turned out to be that merchandising cue of product recommendation and hyperlinks affect the VMD attitude. This could be interpreted that recommended products could reduce the uncertainty related with the purchase decision, and the hyperlinks to relevant products would help the shopper save the cognitive effort exerted into the information search and gathering, which could lead to a favorable attitude to the VMD. This study tried to sheds some new light on the VMD of online store by reviewing the variables mentioned to be relevant with offline VMD in the existing literatures, and tried to link the VMD components from the perspective of AIDA model. The effect size of the VMD dimensions on the attitude was in the order of the merchandise, the store design and the merchandising cues.It is said that an internet has an unlimited place for display, however, the virtual store is not unlimited since the consumer has a limited amount of cognitive ability to process the external information and internal memory. Particularly, the shoppers are likely to face some difficulties in decision making on account of too many alternative and information overloads. Therefore, the internet shopping mall manager should take into consideration the cost of information search on the part of the consumer, to establish the optimal product placements and search routes. An efficient store composition would be possible by reducing the psychological burdens and cognitive efforts exerted to information search and alternatives evaluation. The store image is in most part determined by the product category and its brand it deals in. The results of this study support this proposition that the merchandise is most important to the VMD attitude than other components, the manager is required to take a strategic approach to VMD. The internet users are getting more accustomed and more knowledgeable about the internet media and more likely to accept the internet as a shopping channel as the period of time during which they use the internet to shop become longer. The web merchandiser should be aware that the product introduction using a moving pictures and a bulletin board become more important in order to present the interactive product information visually and communicate with customers more actively, therefore leading to making the quantity and quality of product information more rich.

• Korean Security Journal
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• no.16
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• pp.119-135
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• 2008

This study is concerned on how much effect to activate private security officers from the attitude of CEO in private security companies. Of course the philosophy of CEO at the work is much important element on the company activity. And in small-medium size private security company the effect of CEO is tremendous because most of decision making comes from CEO and company is operated. The result of the analysis of the survey on the CEO in private security business is as belows. a) Most of them are not satisfied and negative from current situation of private security industry because too many companies are scattered and the expected social understanding is too low even though the company was established by their own decision due to it was fit to their aptitude. b) The job position is estimated not high by socio-economical perspective, which would be improved to get higher because this industry is very future business. c) Most of members of the korea security association are in negative on the policy of the korea security association but to enhance of the activity all the members should be in union. d) Must make and settle down a channel to communicate and cooperate each other between public and private sector of security business.

• Journal of Korean Medical classics
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• v.11 no.1
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• pp.416-512
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• 1998

The following conclusions are obtained from the studies on the chapters concerning phisiology, pathology, daily conduct, materia medica, pulse, and urinalysis from , of the "Four Tantras". 1. The theoretical basis forming the Tibetan Medicine is the substance of phlegm, bile, and wind each of which is divided into five kinds. These phisiological substances can be transformed into pathological factors when certain environment is formed. 2. In embryology, the semen of the father and menstral blood of mother is considered the most important condition in conception, and the Five factors are regarded as important. There is a detailed explanation of development of the fetus while it stays in the womb of mother during 38weeks, such as the formation of the viscera, channels, sense organs, etc. 3. There is metaphor which compares the human body with the king's palace. With the development of human anatomy, there is the detailed anatomical picture of anterior and posterior aspects of human body. And also there is the measurement of physiological constitution and the three fluids. 4. In division of the channels, they concerned the now of the blood and distribution of the nerve fibers, and each channel is connected with one another. The division of the cannel is namely embryonic channel, channel of existence, channel of connection, and the course of life principle. 5. The seven bodily constituents and three factors of phlegm, bile, and wind are important in sustaining the life of human body as well as growth and maturization, and when their equilibrium is broken, the human body is degnerated, and finally death comes. 6. The signs of death is divided into distant sign, remote sign, certain sign. and uncertain sign, and is used as a clue in diagnosis of the disease. Especially there is a mention about the mechanism of the dreams, and different dreams according to the condition of the patient. 7. In pathology, there is the cause of the disease, the environmental factors which can induce disease, the path by which disease come into the human body, the characteristics of the disease, and the kinds of disease. 8. There is a mention about the conduct, and it is divided into the daily conduct, the mental attitude, and the side-effects which can occur when one puts up with the physiological actions of the body. 9. The daily diet is divided into food and beverage. The food is divided again into grain, meat, fat, boiled food, and spiced food, and the beverage into milk, water, and wine. 10. The pulsation should be taken in lift hand to diagnose heart, small intestine, stomach, spleen, kidney, reproductive organ, and in right hand jungs, large intestine, liver, gall bladder, kidney, and bladder. In the healthy person, the pulse moves 5times in one perspiration, and the type of pulse is constant while the pulse moves 100times. But unhealthy person's pulse is different from this. The urinalysis is the unique part of Tibetan Medicine, and is important in examination of the disease. One should decide which of the three factors are dominant by the obervation of the color, amount of the steam and how long it lasts, odour, foam, and the shape of the swirl in three different states when the urine is hot, warm, and cold. One can determine the life of the patient and which viscera is the cause of the disease by the pulse, and whether the nature of the disease is hot or cold by the urinalysis. 11. The materia medica contains gemstones, minerals, plateau medication, and meat products.

• Journal of The Korean Association of Information Education
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• v.5 no.3
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• pp.329-336
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• 2001

This paper addresses the issue of design and application of a Web-based counseling system of which purpose is to facilitate counseling so that students can freely express their personal problems and get professional helps through the system. The prominent features of the counseling system are that the system encourages students to involve actively in interactive process, and it helps them to create genuine interests out of disbelief or uneasiness towards counseling, and it helps them to create positive attitude towards counseling. To do that, counseling process should meet the requirement of confidentiality in order to build trust between counselor and counselee. Many counseling sites operated by various organizations utilize E-mail as a communication channel for confidentiality purpose, which is likely to end up with single occasions in which desirable relationships for counseling can hardly be established. To solve the above-mentioned problem, a closed, confidential, Web-based counseling system was built on a Web server so that trustful relationship can be accomplished through a confidential, Web-based counseling system. Also, the result of applying it to a local elementary school is stated. Thanks to the merits of personalized, confidential counseling system compared to the face-to-face counseling, surpassing the limitation of time and space and overcoming the fearfulness, it was well observed that students showed great interests in participation of conseling.

• Journal of Preventive Medicine and Public Health
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• v.34 no.3
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• pp.237-243
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• 2001

Objectives : To examine the screening rate of cervical cancer in women and to find out the predictive factors for participation in cervical cancer screening programs within their life-time and within the last two years. Methods : The data was based on self-reported questionnaires from 1,613 women whose ages ranged from 26 to 60 years; this survey was peformed between December 1999 and January 2000. This study analyzed the predictive factors for participation in cervical cancer screening programs within their life-time and within the last two years. A logistic regression analysis was performed in order to derive the significant variables from the predisposing factors(demographic factor, health promotion behavior, reproductive factor), intervention factors(information channel, relation with medical stan, and proximal factors(attitude, social influence, self-efficacy). All analyses were peformed by the PC-SAS 6.12. Results : Our analyses showed that the screening rate for the women who received a cervical cancer screening(Pap smear) more than once within their life-time was 56.1% while those who had received one within the last two years was 34.5%. The significant factors for participation in cervical cancer screening program within their life-time were their income, married age, health promotion score, relation with medical staffs, social influence, and self-efficacy. On the other hand, age, number of pregnancies, menarche age, relation with medical staffs, social influences, and self-efficacy were significant factors for those being screened within the last two years. The predictive power of the logit model within their life-time was 68.8% and that within the last two years was 66.6%. Conclusion : The predictive factors for participation in cervical cancer screening program within their life-time are different from those for within the last two years. and that women's relations with medical staffs and social influences were the critical factors impacting on cervical cancer screening rates.

• Journal of Biosystems Engineering
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• v.36 no.6
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• pp.467-475
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• 2011

Aerial spraying technology using a small unmanned helicopter is an efficient and practical tool to achieve stable agricultural production to improve the working condition. An attitude controller for the agricultural helicopter would be helpful to aerial application operator. In order to construct the flight controller, a state space model of the helicopter should be identified using a dynamic analysis program, such as CIFER$^{(R)}$. To obtain the state space a model of the helicopter, frequency-sweep flight tests were performed and time history data were acquired using a custom-built stick position transmitter. Four elements of stick commands were accessed for the collective pitch (heave), aileron (roll), elevator (pitch), rudder (yaw) maneuvers. The test results showed that rudder stick position signal was highly linear with rudder input channel signal of the receiver; however, collective pitch stick position signal was exponentially manipulated for the convenience of control stick handling. The acquired stick position and flight dynamic data during sweep tests would be analyzed in the followed study.

• Korean Journal of Human Ecology
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• v.8 no.2
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• pp.399-417
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• 1999

Viewers have always switched channels and they have selected by turning away from the TV and returning to the set when the content seemed more amusing. Also, people usually watch television with their family members and thus the experience of viewing is embedded uniquely in ongoing processes of family interaction. In other words, people develop patterns and habits through the act of viewing together. As viewing with family members is the most frequent mode of media exposure, the context of family viewing needs to be thoroughly examined if we are to understand the family's use of television. The purpose of this paper is to investigate the dynamic nature of television viewing behavior. With the people meter's second-by-second viewing information, first we analyze who, when, and why viewers change channels. The ensuing reduction of advertising impact due to zapping will be investigated as well. Then the focus will be shifted to the dynamic interaction of coviewing among family members. In order to further explore the in-depth nature of television viewing, actual viewing information should be cross-analyzed with respect to both demographic and psychographic variables. In this study we surveyed individual characteristics such as television watching patterns, program type preference, attitude toward commercials, channel control intensity, and personalities. We have demonstrated that the results of an meticulus analysis of survey data provide valuable insights into the dynamics of television viewing among family members.