• Journal of Global Scholars of Marketing Science
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• 제18권3호
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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 KIPS Transactions:PartC
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• 제10C권3호
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• pp.377-386
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• 2003

This study suggested a technique to maintain an efficient core-based multicast tree using weighted clustering factors in mobile Ad-hoc networks. The biggest problem with the core-based multicast tree routing is to decide the position of core node. The distance of data transmission varies depending on the position of core node. The overhead's effect on the entire network is great according to the recomposition of the multicast tree due to the movement of core node, clustering is used. A core node from cluster head nodes on the multicast tree within core area whose weighted factor is the least is chosen as the head core node. Way that compose multicast tree by weighted clustering factors thus and propose keeping could know that transmission distance and control overhead according to position andmobility of core node improve than existent multicast way, and when select core node, mobility is less, and is near in center of network multicast tree could verification by simulation stabilizing that transmission distance is short.

• The Journal of Korean Institute of Communications and Information Sciences
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• 제37C권9호
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• pp.829-840
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• 2012

Recently, in network communication environments, it is changing very fast from wired to wireless. The open shortest path firtst (OSPF), one of link state routing protocols, mainly used in wired networks, is the routing method to select optimal traffic path as identifying the link state of neighbor routers. The traditional OSPF cost functions performs with first fixed cost permanently, unless the router link is changed. However, in wireless networks, the performance of links show big difference by other environment factors. The bit error rate (BER), a parameter which can quite affect link state in wireless networks, is not considered in the traditional OSPF cost functions. Only a link bandwidth is considered in the traditional OSPF cost functions. In this paper, we verify the various parameters which can affect link performance, whether it is permissible to use as the parameter of proposed cost functions. To propose new cost functions, we use the effective bandwidth. This bandwidth is calculated by proposed formula using the BER of the network link and link bandwidth. As applied by the proposed triggering condition, the calculated effective bandwidth decrease the unstable of network by generating less link state update messages in wireless networks that frequently changes the link state. Simulation results show that the proposed cost functions significantly outperforms the traditional cost functions in wireless networks in terms of the services of VoIP and data transmission.

• Journal of Korean Society of Occupational and Environmental Hygiene
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• 제8권2호
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• pp.196-208
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• 1998

To improve the quality of environmental measurements and evaluation of the workplace air in the pigment manufacturing industries, we analyzed metal(chromium, cadmium, lead, iron, cobalt, manganese, antimony, titanium, arsenic, and selenium) concentrations by ICP-AES in sixty seven samples of inorganic bulk pigments which are produced and/or used in Korea. We also collected MSDS which has to be supplied by manufacturer and/or supplier and posted in the workplace according to the Hazard Communication Standards, and compared the number of metals listed in each MSDS with the number of metals determined by ICP-AES. Results were as followed; 1. Among seventeen yellowish-colored samples, chromium(2~19%) and lead(0.1~61%) were the two major metals. In thirteen reddish-colored samples, iron was the major component with 37~81%. Cobalt and manganese were detected in blue-colored samples with less than 1%, while antimony and titanium were the major two metals in white-colored pigments with 178~300 ppm and with 36~65%, respectively. 2. In area samples collected in workplace air(one pigments producing factory and five retailer stores), iron and manganese were detected but the concentrations not exceeded the TLVs(1 and $5mg/m^3$, respectively). In three of fifteen samples, the concentrations of lead exceeded the TLV ($0.05mg/m^3$). 3. Two out of seven companies provided MSDS, and the average provision rate was 22.4%. And the coincidence rate of the number of metals referenced in MSDS and determined by ICP-AES mostly accorded, but in one sample, different metal was detected from MSDS. In summary, metals have to be concerned in evaluation of the workplace air dealing with compounds of inorganic pigments dust are cobalt, chromium, iron, manganese, lead and antimony, and these are simultaneously determined by ICP-AES. Taking this opportunity, it is needed to reinforce that the personnel is to be concerned about prevention of workers' ill health regarding to provision of MSDS.

• Journal of Chest Surgery
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• 제38권10호
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• pp.721-724
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• 2005

Aortocaval fistula is a rare complication of abdominal aortic aneurysm, involving less than $1\%$ of all abdominal aortic aneurysms. A 64-years old man with a long history of hypertension and abdominal aortic aneurysm had chest pain, dyspnea, epigastric discomfort and palpable abdominal pulsating mass. Physical examination revealed hypo­tension with a systolic blood pressure of 70 mmHg, a large pulsatile mass and a systolic abdominal bruit. Laboratory data revealed a hemoglobin values of 11.0 g/dL, blood urea nitrogen (BUN) value of 5 mg/dL, and creatine value of $2.5 mg\%$. Abdominal Angio CT showed a 10cm infrarenal abdominal aortic aneurysm with dilatation of the IVC and aortocaval fistula from the aortic aneurysm, which was confirmed at emergency surgery. When the aneurysm was opened and the thrombus was removed, a 1 cm communication was identified between the aorta and IVC. This was controlled with Foley catheters ballooning, and the fistula was closed by continuous suture placed outside the aneurysm. A bifurcated aorto-iliac graft was used to restore arterial continuity. The patient was discharged home after uncomplicated postoperative course.

• Journal of Korean Society of Rural Planning
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• 제19권2호
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• pp.21-33
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• 2013

In these days, agricultural products are regarded as a core income source in tourism villages. Nevertheless, poor packaging of agricultural products has threatened the competitiveness and quality of products. For farmers, it is less likely to employ individual designer for developing and improving their packages due to low accessability to rural villages and budgets. Based on this background, this study conducted 'Charrette' in order to improve agricultural product packaging. The target village was 'Goraday' in Gangwon province. This study consisted of different steps for building and implementing proper 'Charrette' programs. Then, it also conducted empirical investigation about the effectiveness and efficiency of 'Charrette'. 'Charrette' has made progress as follows; first step was concerned with advance preparation for constructing program. Second, implementation of 'Charratte' included data collection and analysis, and development of design. Third, evaluation and feedback stage have given presentation and discussion about suggested design with local residents. Empirical investigation about the effectiveness and efficiency of 'Charrette' has been composed with survey and interview targeting participants. In survey and interviews, designers were asked about their attitudinal changes in relation to knowledge, recognition, function, motivation, and satisfaction toward 'Charrette' and 'agricultural product package design' before and after participating the event. The results showed that knowledge and perception of designers toward 'agricultural product package design' have positively increased. In addition, it revealed that designers were satisfied with collaborations with others and their contribution to rural community business. However, the results also suggested that sufficient preparation time/schedules and opportunity to meet other and farmers before events would be required to have better communication and understanding in relation to their tasks and role distribution. Furthermore, it is also required for designers to hold relationship with local community in order to actualize their packaging design.

• Journal of the Korea Academia-Industrial cooperation Society
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• 제21권2호
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• pp.115-123
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• 2020

This study empirically examined the effect of married women's self-awareness on the acceptance of extra-marital relationships and the mediating effects of individuals' criticism of television's drama about infidelity. The data was obtained by conducting a survey of married women (304 persons) and was analyzed based on the Structural Equal Model (SEM). The notable findings are as follows. First, the respondents are generally less receptive to extramarital relationships. Of the total respondents, 46.7% do not accept extramarital relations. 43.8% of the respondents showed an unclear position on extra-marital relationships, and about 10% of respondents showed an accepting position on extramarital affairs. This suggests that extramarital relationships can emerge as a real issue that is important for married women. Second, self-awareness does not directly affect married women's acceptance of extramarital affairs, however, 'self-awareness' proved to have a significant effect on 'acceptance to extramarital relationships' by using 'criticism' as a full mediation effect for affair-themed TV dramas. The effects of critical thinking and the judgment of married women on the content of TV dramas containing adultery has been confirmed to be a very important aspect of married women's understanding of extramarital relationships. Some practical and political implications are discussed based on this study's findings.

• Journal of the Korea Academia-Industrial cooperation Society
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• 제18권3호
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• pp.437-446
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• 2017

70 percent of Korea's territory is covered with mountains, whose difficult conditions can cause damage to facilities. Recently, the demand for facilities related to outdoor activities including monorails has been on the rise, and such facilities are much more likely to become damaged. For this reason, a monitoring system applying IoT to mountainous areas was developed and its applicability is evaluated in this study. The current status of the existing mountainous facilities and monitoring systems were reviewed, and the current wired monitoring technology was analyzed. A scenario for IoT-based monitoring was developed, and then sensor nodes were developed, which include an RF-communication module and interface, power-supply and solar-cell. A testbed was set up at K University. The same data was collected by the wireless system as had been collected by the wired one. The study findings are as follows. Firstly, by using the wireless system, it is estimated that the construction duration can be reduced by about 25 percent, while the construction costs can be reduced by about 3~52 percent. Secondly, the safety of the construction workers can be improved by making the working conditions less dangerous, such as by eliminating the need to transport cables.

• Korean Journal of Optics and Photonics
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• 제12권3호
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• pp.240-249
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• 2001

A high speed ultra-compact lens with a diffractive optical element (DOE) is designed, which can be applied to mobile communication devices such as IMT2000, PDA, notebook computer, etc. The designed hybrid lens has sufficiently high performance of less than f/2.2, compact size of 3.3 mm (1st surf. to image), and wide field angle of more than 30 deg. compared with the specifications of a single lens. By proper choice of the aspheric and DOE surface which has very large negative dispersion, we can correct chromatic and high order aberrations through the optimization technique. From Seidel third order aberration theory and Sweatt modeling, the initial data and surface configurations, that is, the combination condition of the DOE and the aspherical surface are obtained. However, due to the consideration of diffraction efficiency of a DOE, we can choose only four cases as the optimization input, and present the best solution after evaluating and comparing those four cases. On the other hand, we also report dramatic improvement in optical performance by inserting another refractive lens (so-called, field flattener), that keeps the refractive power of an original DOE lens and makes the petzval sum zero in the original DOE lens system. ystem.

• Journal of the Korea Convergence Society
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• 제10권12호
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• pp.327-335
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• 2019

This study recognized the mutual collaborative characteristics among consultants as important factors in the performance of the government-supported consulting business, and wanted to look at the impact of the cooperative characteristics among consultants on the consulting performance. First, a research model was presented based on theoretical background, hypotheses were set up and surveyed, and hypotheses were verified by multi-circulation analysis. Among the collaboration characteristics among consultants, the most influential was mutual reliable followed by smooth communication, professional competence and role sharing. information sharing was rejected and was found to be relatively less affected than other variables. This can be seen as more important than the quantitative aspect of information sharing because of the collaborative nature of consultants who must work toward common goals. Collaboration among consultants has been positive when carrying out government-funded consulting projects, suggesting that quantitative characteristics should be considered based on the qualitative characteristics based on mutual reliable. In the future, we hope that this data will be useful for identifying collaborative characteristics among consultants when carrying out consulting projects.