• Title/Summary/Keyword: Data estimation

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Estimation of SCS Runoff Curve Number and Hydrograph by Using Highly Detailed Soil Map(1:5,000) in a Small Watershed, Sosu-myeon, Goesan-gun (SCS-CN 산정을 위한 수치세부정밀토양도 활용과 괴산군 소수면 소유역의 물 유출량 평가)

  • Hong, Suk-Young;Jung, Kang-Ho;Choi, Chol-Uong;Jang, Min-Won;Kim, Yi-Hyun;Sonn, Yeon-Kyu;Ha, Sang-Keun
    • Korean Journal of Soil Science and Fertilizer
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    • v.43 no.3
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    • pp.363-373
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    • 2010
  • "Curve number" (CN) indicates the runoff potential of an area. The US Soil Conservation Service (SCS)'s CN method is a simple, widely used, and efficient method for estimating the runoff from a rainfall event in a particular area, especially in ungauged basins. The use of soil maps requested from end-users was dominant up to about 80% of total use for estimating CN based rainfall-runoff. This study introduce the use of soil maps with respect to hydrologic and watershed management focused on hydrologic soil group and a case study resulted in assessing effective rainfall and runoff hydrograph based on SCS-CN method in a small watershed. The ratio of distribution areas for hydrologic soil group based on detailed soil map (1:25,000) of Korea were 42.2% (A), 29.4% (B), 18.5% (C), and 9.9% (D) for HSG 1995, and 35.1% (A), 15.7% (B), 5.5% (C), and 43.7% (D) for HSG 2006, respectively. The ratio of D group in HSG 2006 accounted for 43.7% of the total and 34.1% reclassified from A, B, and C groups of HSG 1995. Similarity between HSG 1995 and 2006 was about 55%. Our study area was located in Sosu-myeon, Goesan-gun including an approx. 44 $km^2$-catchment, Chungchungbuk-do. We used a digital elevation model (DEM) to delineate the catchments. The soils were classified into 4 hydrologic soil groups on the basis of measured infiltration rate and a model of the representative soils of the study area reported by Jung et al. 2006. Digital soil maps (1:5,000) were used for classifying hydrologic soil groups on the basis of soil series unit. Using high resolution satellite images, we delineated the boundary of each field or other parcel on computer screen, then surveyed the land use and cover in each. We calculated CN for each and used those data and a land use and cover map and a hydrologic soil map to estimate runoff. CN values, which are ranged from 0 (no runoff) to 100 (all precipitation runs off), of the catchment were 73 by HSG 1995 and 79 by HSG 2006, respectively. Each runoff response, peak runoff and time-to-peak, was examined using the SCS triangular synthetic unit hydrograph, and the results of HSG 2006 showed better agreement with the field observed data than those with use of HSG 1995.

Development of a Device for Estimating the Optimal Artificial Insemination Time of Individually Stalled Sows Using Image Processing (영상처리기법을 이용한 스톨 사육 모돈의 인공수정적기 예측 장치 개발)

  • Kim, D.J.;Yeon, S.C.;Chang, H.H.
    • Journal of Animal Science and Technology
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    • v.49 no.5
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    • pp.677-688
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    • 2007
  • 돼지를 포함한 대부분의 동물은 일정한 발정주기를 가지고 일정한 시기에 배란을 하는 자연배란동물이지만, 토끼, 고양이, 밍크 등의 암놈은 교미자극에 의해 배란이 일어나는 유기배란동물이다. 또한 1년에 한 번만 발정하는 단발정동물과 1년에 수차례 발정하는 다발정동물이 있다. 이 중에서 모돈은 1년에 수차례 발정하는 다발정 동물로서 발정기에 들면 비발정기와는 다른 행동을 나타낸다(Diehl 등, 2001). 양돈가의 수익을 최대화하기 위해서는 비생산일수를 최소로 줄여야 한다. 모돈의 비생산일수를 줄일 수 있는 한 가지 방법은 성공적으로 교배를 시키는 것이다. 이처럼 성공적으로 교배를 시키기 위해서는 수정적기를 정확히 예측해야 한다. 만약 수정적기를 정확히 판단하지 못하여 수태가 되지 않으면, 비생산일수가 늘어나 손실을 입게 된다. 따라서 수정적기를 정확히 판단하는 것은 모돈의 성공적인 인공수정에 있어서 중요한 요소이다. 수정적기는 배란이 일어나기 전 10시간에서 12시간 사이이며, 발정이 시작되는 시점을 기준으로 하였을 때 경산돈의 경우 26시간에서 34시간 사이이고 미경산돈의 경우는 18시간에서 26시간 사이이다(Evans 등, 2001). 현재 하루에 두 번 모돈의 발정을 확인하는 것이 일반화되어 있으며, 이 때 웅돈을 접촉시키거나 육안관찰을 통하여 발정 유무를 판단한다. 이러한 방법에는 숙련된 기술과 풍부한 경험이 요구될 뿐만 아니라 총 소요노동력의 30% 정도가 요구된다(Perez 등, 1986). 하루에 두 번밖에 발정을 감지하지 않기 때문에 발정이 언제 시작되었는지를 정확히 알 수 없으며, 또한 발정의 대부분이 새벽에 시작되므로 수정적기를 정확히 판단하기란 매우 어렵다. 만약 발정을 감지했더라도 적기에 인공수정을 하지 못한다면, 수태율이 낮아지므로 경제적 손실이 초래된다. 현재 이러한 문제점 때문에 2회에서 3회에 걸쳐 인공수정을 하고 있으나 이에 따른 소요비용과 소요노동력 등은 양돈가의 부담을 가중시키는 요인이 되고 있다. 돼지는 발정기가 되면 비발정기에 나타내지 않던 외음부의 냄새를 맡는 행동, 귀를 세우는 행동 및 승가허용 행동 등을 나타낸다(Diehl 등, 2001). 또한 돼지는 비발정기에 비하여 발정기에 더 많은 활동량을 나타낸다(Altman, 1941; Erez and Hartsock, 1990). Freson 등(1998)은 스톨에서 개별적으로 사육되고 있는 모돈의 활동량을 적외선센서를 이용하여 측정함으로써 발정을 86%까지 감지하였다고 보고하였다. 그러나 이 연구는 단지 모돈의 발정을 감지하였을 뿐 번식관리에 있어서 가장 중요한 수정적기의 판단 기준을 제시하지 못하였다. 따라서, 본 연구는 스톨에서 사육되는 모돈의 활동량을 측정함으로써 발정시작시각을 감지하고 이를 기준으로 인공수정적기를 예측할 수 있는 인공수정적기 예측 장치를 개발한 후 이의 성능을 농장실증실험을 통하여 시험하고자 수행되었다.

Estimation of Soil Moisture Content from Backscattering Coefficients Using a Radar Scatterometer (레이더 산란계 후방산란계수를 이용한 토양수분함량 추정)

  • Kim, Yi-Hyun;Hong, Suk-Young;Lee, Jae-Eun
    • Korean Journal of Soil Science and Fertilizer
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    • v.45 no.2
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    • pp.127-134
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    • 2012
  • Microwave remote sensing can help monitor the land surface water cycle, crop growth and soil moisture. A ground-based polarimetric scatterometer has an advantage for continuous crop using multi-polarization and multi-frequencies and various incident angles have been used extensively in a frequency range expanding from L-band to Ka-band. In this study, we analyzed the relationships between L-, C- and X-band signatures and soil moisture content over the whole soybean growth period. Polarimetric backscatter data at L-, C- and X-bands were acquired every 10 minutes. L-band backscattering coefficients were higher than those observed using C- or X-band over the period. Backscattering coefficients for all frequencies and polarizations increased until Day Of Year (DOY) 271 and then decreased until harvesting stage (DOY 294). Time serious of soil moisture content was not a corresponding with backscattering over the whole growth stage, although it increased relatively until early August (R2, DOY 224). We conducted the relationship between the backscattering coefficients of each band and soil moisture content. Backscattering coefficients for all frequencies were not correlated with soil moisture content when considered over the entire stage ($r{\leq}0.50$). However, we found that L-band HH polarization was correlated with soil moisture content (r=0.90) when Leaf Area Index (LAI)<2. Retrieval equations were developed for estimating soil moisture content using L-band HH polarization. Relation between L-HH and soil moisture shows exponential pattern and highly related with soil moisture content ($R^2=0.92$). Results from this study show that backscattering coefficients of radar scatterometer appear effective to estimate soil moisture content.

Comparison of Two Methods for Estimating the Appearance Probability of Seawater Temperature Difference for the Development of Ocean Thermal Energy (해양온도차에너지 개발을 위한 해수온도차 출현확률 산정 방법 비교)

  • Yoon, Dong-Young;Choi, Hyun-Woo;Lee, Kwang-Soo;Park, Jin-Soon;Kim, Kye-Hyun
    • Journal of the Korean Association of Geographic Information Studies
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    • v.13 no.2
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    • pp.94-106
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    • 2010
  • Understanding of the amount of energy resources and site selection are required prior to develop Ocean Thermal Energy (OTE). It is necessary to calculate the appearance probability of difference of seawater temperature(${\Delta}T$) between sea surface layer and underwater layers. This research mainly aimed to calculate the appearance probability of ${\Delta}T$ using frequency analysis(FA) and harmonic analysis(HA), and compare the advantages and weaknesses of those methods which has used in the South Sea of Korea. Spatial scale for comparison of two methods was divided into local and global scales related to the estimation of energy resources amount and site selection. In global scale, the Probability Differences(PD) of calculated ${\Delta}T$ from using both methods were created as spatial distribution maps, and compared areas of PD. In local scale, both methods were compared with not only the results of PD at the region of highest probability but also bimonthly probabilities in the regions of highest and lowest PD. Basically, the strong relationship(pearson r=0.96, ${\alpha}$=0.05) between probabilities of two methods showed the usefulness of both methods. In global scale, the area of PD more than 10% was less than 5% of the whole area, which means both methods can be applied to estimate the amount of OTE resources. However, in practice, HA method was considered as a more pragmatic method due to its capability of calculating under various ${\Delta}T$ conditions. In local scale, there was no significant difference between the high probability areas by both methods, showing difference under 5%. However, while FA could detect the whole range of probability, HA had a disadvantage of inability of detecting probability less than 10%. Therefore it was analyzed that the HA is more suitable to estimate the amount of energy resources, and FA is more suitable to select the site for OTE development.

Estimation of the Genetic Parameters on Egg Components and Egg Qualities in Korean Native Ogol Fowl (한국재래오골계(韓國在來烏骨鷄)의 난구성분(卵構成分) 및 卵質(卵질)의 유전모수추정(遺傳母數推定))

  • Han, Sung Wook;Sang, Byoung Chan;Kim, Hong Ki
    • Korean Journal of Agricultural Science
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    • v.18 no.1
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    • pp.10-20
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    • 1991
  • This study was conducted to estimate heritabilities and genetic correlations on egg compositions and egg qualities in Korean Native Ogol fowl. The data were gathered from a total of 58,320 eggs in 450 pullets produced from 150 dams and 20 sires of Korean Native Ogol fowl raised at Chungnam National University from June 18, 1987 to April 6, 1989. The results obtained are summarized as follows : 1. The heritability estimates of egg compositions based on the variance of sires, dams and combined components were 0.620 - 0.723, 0206 - 0.300 and 0.413 - 0.511 for albumen weight: 0.439 - 0.737, 0.484 - 0.544 and 0.492 - 0.615 for yolk weight: 0.172 - 0.187, 0.412 - 0.642 and 0.309 - 0.503 for shell weight, respectively. 2. The heritability estimates of egg qualities based on the variance of sires, dams and combined components were 0.202 - 0279, 0.557 - 0.819 and 0.428 - 0.508 for shell thickness : 0.202 - 0.394, 0.119 - 0.678 and 0.256 - 0.440 for albumen height : 0.108 - 0.443, 0237 - 0.698 and 0244 - 0.399 for Haught units, respectively. 3. The genetic and phenotypic correlations of egg compositions were as follows; The coefficients between albumen weight and yolk weight were 0.089 - 0.564 and 0.084 - 0.235; between albumen weight and shell weight were 0.396 - 0.925 and 0225 - 0.544; between yolk weight and shell weight were 0.220 - 0.357 and 0.098 - 0.358, respectively. 4. The genetic and phenotypic correlations of egg qualities as follows; between shell thickness and albumen height were 0.082 - 0.356 and - 0.163 - 0.060; between shell thickness and Haught units were - 0.076 - 0.167 and - 0.185 - 0.010; between albumen height and Haught units were 0.338 - 0.604 and 0.154 - 0285, respectively. 5. The genetic correlations of egg compositions and egg qualities were as follows: between albumen weight and shell thickness, albumen height. Haught units were - 0.380 - - 0.002, 0239 - 0.387, and - 0279 - - 0.127; between yolk weight and shell thickness, albumen height, Haught units were - 0.294 - - 0.133, - 0.049 - 0.133 and - 0.196 - - 0.136; between shell weight and shell thickness, albumen height, Haught units were 0.127 - 0.476, 0.140 - 0273 and 0.038 - 0223, respectively.

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Estimation of delay time between precipitation and groundwater level in the middle mountain area of Pyoseon watershed in Jeju Island using moving average method and cross correlation coefficient (이동평균법과 교차상관계수를 이용한 제주도 표선유역 중산간지역의 강수량과 지하수위 간의 지체시간 추정)

  • Shin, Mun-Ju;Moon, Soo-Hyoung;Koh, Gi-Won;Moon, Duk-Chul
    • Journal of Korea Water Resources Association
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    • v.53 no.7
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    • pp.533-543
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    • 2020
  • In order to provide information for proper management of groundwater resources, it is necessary to estimate the rise time of groundwater level by calculating the delay time between the time series of precipitation and groundwater level and to understand the characteristics of groundwater level variation. In this study, total delay time (TDT) and cross correlation coefficient between the moving averaged precipitation generated by using the moving average method to take into account the preceding precipitation and the groundwater level were calculated and analyzed for the nine groundwater level monitoring wells in the Pyoseon watershed in the southeast of Jeju Island. As a result, when the moving averaged precipitation was used, the correlation with the groundwater level was higher in all monitoring wells than in the case of using the raw precipitation, so that it was possible to more clearly estimate the delay time between precipitation and groundwater level. When using the moving averaged precipitation, it had cross correlation coefficients of up to 0.57 ~ 0.58 with the time series data of the groundwater level, and had a relatively high correlation when considering the preceding precipitation of about 24 days on average. The TDT was about 32 days on average, and it was confirmed that the consideration of preceding precipitation plays an important role in estimating the TDT because the days of moving averaged precipitation greatly influences the calculation of the TDT. In addition, through the use of moving averaged precipitation, we found an error in estimating the TDT due to the use of raw precipitation. Through the method of estimating the TDT used in this study and the use of the R code for estimating the TDT presented in the appendix of this paper, it will be possible to estimate the TDT for other regions in the future relatively easily.

A Regression-Model-based Method for Combining Interestingness Measures of Association Rule Mining (연관상품 추천을 위한 회귀분석모형 기반 연관 규칙 척도 결합기법)

  • Lee, Dongwon
    • Journal of Intelligence and Information Systems
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    • v.23 no.1
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    • pp.127-141
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    • 2017
  • Advances in Internet technologies and the proliferation of mobile devices enabled consumers to approach a wide range of goods and services, while causing an adverse effect that they have hard time reaching their congenial items even if they devote much time to searching for them. Accordingly, businesses are using the recommender systems to provide tools for consumers to find the desired items more easily. Association Rule Mining (ARM) technology is advantageous to recommender systems in that ARM provides intuitive form of a rule with interestingness measures (support, confidence, and lift) describing the relationship between items. Given an item, its relevant items can be distinguished with the help of the measures that show the strength of relationship between items. Based on the strength, the most pertinent items can be chosen among other items and exposed to a given item's web page. However, the diversity of the measures may confuse which items are more recommendable. Given two rules, for example, one rule's support and confidence may not be concurrently superior to the other rule's. Such discrepancy of the measures in distinguishing one rule's superiority from other rules may cause difficulty in selecting proper items for recommendation. In addition, in an online environment where a web page or mobile screen can provide a limited number of recommendations that attract consumer interest, the prudent selection of items to be included in the list of recommendations is very important. The exposure of items of little interest may lead consumers to ignore the recommendations. Then, such consumers will possibly not pay attention to other forms of marketing activities. Therefore, the measures should be aligned with the probability of consumer's acceptance of recommendations. For this reason, this study proposes a model-based approach to combine those measures into one unified measure that can consistently determine the ranking of recommended items. A regression model was designed to describe how well the measures (independent variables; i.e., support, confidence, and lift) explain consumer's acceptance of recommendations (dependent variables, hit rate of recommended items). The model is intuitive to understand and easy to use in that the equation consists of the commonly used measures for ARM and can be used in the estimation of hit rates. The experiment using transaction data from one of the Korea's largest online shopping malls was conducted to show that the proposed model can improve the hit rates of recommendations. From the top of the list to 13th place, recommended items in the higher rakings from the proposed model show the higher hit rates than those from the competitive model's. The result shows that the proposed model's performance is superior to the competitive model's in online recommendation environment. In a web page, consumers are provided around ten recommendations with which the proposed model outperforms. Moreover, a mobile device cannot expose many items simultaneously due to its limited screen size. Therefore, the result shows that the newly devised recommendation technique is suitable for the mobile recommender systems. While this study has been conducted to cover the cross-selling in online shopping malls that handle merchandise, the proposed method can be expected to be applied in various situations under which association rules apply. For example, this model can be applied to medical diagnostic systems that predict candidate diseases from a patient's symptoms. To increase the efficiency of the model, additional variables will need to be considered for the elaboration of the model in future studies. For example, price can be a good candidate for an explanatory variable because it has a major impact on consumer purchase decisions. If the prices of recommended items are much higher than the items in which a consumer is interested, the consumer may hesitate to accept the recommendations.

Effect of Diet Regimen of Sasang Constitution on Health Status (사상체질별 식이 섭생이 건강에 미치는 영향 -한방건강증진센터 시범운영을 위한 기초연구-)

  • Kim, Kwuy-Bun;Cho, Kyoul-Ja;Lee, Hyang-Yeon;Shin, Hye-Sook;Kim, Kwang-Joo;Moon, Heui-Ja;Kim, Yoon-Hee;Kang, Hyun-Sook;Park, Shin-Ae;Ji, Eun-Sun
    • Journal of East-West Nursing Research
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    • v.7 no.1
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    • pp.18-31
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    • 2002
  • This study, as a basic research to manage a Chinese Medicine Health Promotion Center by way of showing an example, is a before and after experiment research for simple group to verify a difference with cholesterol, health status and perception of health in order to confirm a effectiveness of diet and regimen according to the 4th status of physical constitution. Research object was chosen of 42 persons who operate a physical constitutional dietary regimen among them after selecting professors and clinical nurses (55 persons) majoring in the science of nursing who participated in Chinese Medicine-oriented Nurse Training Course from Aug. of 2001 to Feb. of 2002 all over the country. Diagnostic tools for physical constitution was used of the questionary that is currently consisted of physical constitution grouping test in Eastern & Western Diagnose Center of K Medical Center, and rating of health status was used of the tool that standardized CMI(Cornell Medical Index) to be available for Korean, and perception measurement for health status was used of a visual analogue scale for the health status that each one perceive personally, and physiological status was measured of cholesterol in blood. Analysis for the collected data was carried out by percentage, $X^2$ test, paired t-test according to research object by using SPSS, and the results of this study are as follows. 1) There was no difference with cholesterol before or after the experiment for objects. As a result of estimation about difference with health status by areas before or after the experiment, there are more improved result in eyes, ears, digestive organs, bones and sinews organs, frequency of a disorder, habit, adaptation status, angry, healthy status than before the experiment. As a whole, after the experiment the health was more improved than before the experiment. As the result to inspect a difference of health perception between before and after experiment, after the experiment the health perception level was improved than before, however there was no meaningful differences. 2) As the result to inspect a difference of cholesterol between before and after experiment according to object's physical constitution, in the case of So-yang-in(a person with the minimum male: according to the male and female principles(the sun and the moon)) among the 4th status of physical constitution there was only meaningful difference statistically, however, after the experiment their cholesterol's value was increased. As the result to inspect the difference of health status between before and after the experiment according to physical constitution, all of Ta-um-in(a person with maximum the female), So-yang-in(with the minimum male), So-um-in(with the minimum female) had a meaningful difference before and after the experiment, which means that in all case by physical constitutional groups, after the experiment their health status was more improved than before the experiment. As the result to inspect a difference of health perception between before and after according to physical constitutions, in the case of Tae-um-in and So-um-in, average score after the experiment was risen than before the experiment so that it means that the level of health perception was improved, however, there was no meaning statistically. According to the above results, if continuous diet and regimen by each physical constitutions could be implemented, it is certain that the health could be maintained and promoted. And, what we are healthy is for oneself to feel it subjectively. However, I think that cholesterol score in blood that we can view objectively could be changed distinctly if we can implement a strict diet and regimen. Accordingly, it is necessary for a method and period of experiment to be more strict and longer. According to the above results, I would like to suggest as follows. 1) In order to understand health status by Korean's physical constitutions and to generalize it, these research will be repeated against much more objects that could be selected by proper grouping method to consider a representative. 2) It is necessary for a research to inspect health status by physical constitution by developing a health status measurement tool that has higher confidence and propriety based on physical constitutional theory.

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Estimation of the Amount of Soil toss and Main Sources of Riverbed Sediments in Each Tributary Basin of the Seomjin River in Sunchang Area, Korea (순창지역 섬진강 지류별 토양유실량 산정과 하상퇴적물의 주공급원에 관한 고찰)

  • Kwak Jae-Ho;Yang Dong-Yoon;Lee Hyun-Koo;Kim Ju-Yong;Lee Seong-Gu
    • Economic and Environmental Geology
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    • v.38 no.6 s.175
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    • pp.607-622
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    • 2005
  • This study was carried out in order to evaluate where the soil loss was mainly occurred, .and to verify how riverbed sediments in the tributaries of the Seomjin River were related to their source rocks distributed in Sunchang area. The study area including the Seomjin River with 4 tributaries of Kyeongcheon, Okgwacheon, Changjeong-cheon and Ipcheon was divided into 10 watershed. The RUSLE (Revised Universal Soil Loss Equation) was estimated for all the grids (10 m cells) in the corresponding watershed. The amount of soil loss per unit area was calculated as follows: dry fold (53,140.94 tons/ha/year), orchard (25,063.38 tons/ha/year), paddy field (6,506.7 tons/ha/year) and Idlest (6,074.36 tons/ha/year). The differences of soil loss per unit area appear to be depends on areas described earlier. Soil erosion hazard zones were generally distributed within dry fields. Several thematic maps such as land use maps, topographical maps and soil maps were used as a data to generate the RUSLE factors. The amount of soil loss, computed by using the RUSLE, showed that soil loss mainly occurred at the regions where possible source rocks were distributed along the stream. Based on the this study on soil loss and soil erosion hazard zone together with chondrite-normalized REE patterns that were previously analyzed in same study area, a closed relationship between riverbed sediments and possible source rocks is formed. Especially in the Okgwacheon that are widely distributed by various rocks, chondrite-normalized REE pattern derived from the riverbed sediments, source rock and soil is expected to have a closed relationship with the distribution of soil loss.

Relationship between Brand Personality and the Personality of Consumers, and its Application to Corporate Branding Strategy

  • Kim, Young-Ei;Lee, Jung-Wan;Lee, Yong-Ki
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.3
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    • pp.27-57
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    • 2008
  • Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

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