• Title/Summary/Keyword: Design research (Research through design)

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Seed Productivity by Varieties of Italian Ryegrass(Lolium multiflorum Lam.) Sown in Spring in Gangwon Highlands (강원 고지대에서 봄 파종한 이탈리안 라이그라스(Lolium multiflorum Lam.)의 품종에 따른 종자 생산성)

  • Jeong, Eun Chan;Kim, Hak Jin;Li, Yan Fen;Kim, Meing Joong;Ji, Hee Chung;Kim, Jong Geun
    • Journal of The Korean Society of Grassland and Forage Science
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    • v.40 no.4
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    • pp.221-226
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    • 2020
  • This experiment was conducted to compare the seed productivity of the Italian ryegrass(Lolium multiflorum Lam.) varieties sown in the spring in Gangwon region. The experiment was randomized block design with three replications. The Experimental field was located in alpine areas of about 600 m above sea level in Gangwon province. The tested Italian Ryegrass varieties were 'Greenfarm', 'Greencall' and 'Kowinearly' developed by National Institute of Animal Science, RDA. Italian Ryegrass varieties were sown on March 26, 2020, and the harvest was on the 60th day of mean heading date, July 2. The heading date of Kowinearly was May 8, but Greenfarm and Greencall was May 4. The plant length was the largest in the Kowinearly variety. However, the Kowinearly suffered severe lodging. There was no significant difference in the length of spike among varieties, and the number of seeds per spike was the lowest in Greenfarm at 118.5 seed/spike. As for the seed weight per spike, the Greenfarm variety was significantly lower at 0.56 g/spike, but the 1,000 seed weight was the heaviest in the Greenfarm at 2.5g.. The number of spike per unit area was the highest in Greenfarm at 906/㎡. The dry matter content of seeds was the highest in Greenfarm at 54.3%, and for straw, Kowinearly was the highest at 35.3%. Seed productivity was not significant among varieties, and the average was 1,493 kg/ha. The yield of straw after seed production was also not significant among varieties (P>0.05), and the average was 3,172 kg/ha. From the above results, the production of Italian ryegrass seeds through spring sowing in the Gangwon region is not much than autumn seeding, requiring the input of various technologies to increase productivity in the future, and it is desirable to determine the production cost through economic analysis was judged.

A study on the rainfall management target considering inter-event time definition (IETD) (무강우 지속시간(IETD)을 고려한 빗물관리 목표량 설정 방안 연구)

  • Baek, Jongseok;Kim, Jaemoon;Park, Jaerock;Lim, Kyoungmo;Shin, Hyunsuk
    • Journal of Korea Water Resources Association
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    • v.55 no.8
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    • pp.603-611
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    • 2022
  • In urban areas, the impermeable area continues to increase due to urbanization, which interferes with the surface penetrating and infiltrating of rainwater, causing most rainwater runoff to the surface, deepening the distortion of water circulation. Distortion of water circulation affects not only flood disasters caused by rainfall and runoff, but also various aspects such as dry stream phenomenon, deterioration of water quality, and destruction of ecosystem balance, and the Ministry of Environment strongly recommends the use of Low Impact development (LID) techniques. In order to apply the LID technique, it is necessary to set a rainwater management target to handle the increase in outflow after the development of the target site, and the current standard sets the rainwater management target using the 10-year daily rainfall. In this study, the difference from the current standards was analyzed through statistical analysis and classification of independent rainfall ideas using inter-event time definition (IETD) in setting the target amount of rainwater management to improve water circulation. Using 30-year rainfall data from 1991 to 2020, methods such as autocorrelation coefficient (AC) analysis, variation coefficient (VC) analysis, and annual average number of rainfall event (NRE) analysis were applied, and IETD was selected according to the target rainfall period. The more samples the population had, the more IETD tended to increase. In addition, by analyzing the duration and time distribution of independent rainfall according to the IETD, a plan was proposed to calculate the standard design rainfall according to the rainwater management target amount. Therefore, it is expected that it will be possible to set an improved rainwater management target amount if sufficient samples of independent rainfall ideas are used through the selection of IETD as in this study.

Mediating Effect of Customer Orientation and Customer Satisfaction Between Entrepreneurship and Financial Performance: Focusing on the Beauty Service Industry (기업가정신과 재무적 성과 간의 고객지향성, 고객만족의 매개효과: 미용 서비스산업 중심으로)

  • Kwak, jinman;Lee, sehee
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.16 no.6
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    • pp.197-211
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    • 2021
  • In the service industry the types are diversifying and the scale of service companies is greatly improving. Such a phenomenon is caused by economic growth and technological development diversifying consumer needs creating demand for new services maturing the service industry and intensifying competition among companies in the form of global competition. It can be said that this is because it is necessary to improve competitiveness by utilizing the economy of scale. Research is needed on the impact of entrepreneurship on various outcome variables in order for service organization managers to respond quickly to diverse and rapidly changing environments and achieve organizational outcomes and corporate goals of management outcomes. The purpose of this study was to empirically analyze the relationship in which the entrepreneurial spirit of a manager influences the relationship between customer orientation, which is an organizational result, customer satisfaction, and financial result, which is a management result. In order to verify such research, the questionnaire was composed of one business owner questionnaire, two employee questionnaires, and two customer questionnaires. The questionnaire was distributed to a total of 400 companies, and the questionnaires of 340 companies were collected. Of these, 303 companies, excluding the questionnaires of 37 companies with many dishonest or missing values, were used for hypothesis testing. The results of this study can be summarized as follows. First, entrepreneurship had a positive (+) effect on customer orientation, supporting the hypothesis. Second, customer orientation showed a positive (+) effect on customer satisfaction, supporting the hypothesis. Third, customer satisfaction showed a positive (+) effect on financial outcomes, supporting the hypothesis. Fourth, it was found that entrepreneurship influences customer satisfaction through customer orientation, and customer satisfaction affects financial outcomes. It turns out that customer orientation between entrepreneurship and customer satisfaction is completely mediated, and customer satisfaction is completely mediated by customer orientation and financial outcomes. The relationship between entrepreneurship and management improved employee behavior and attitudes, which is an individual outcome, and this change was found to improve customer satisfaction, which is an organizational outcome. It makes frequent contact with customers in the process of servicing them. Employee roles are important at service contacts and influence service purchases. Employees facing customers through service contacts act as a decisive factor in maintaining a continuous relationship with customers. Within a beauty service company, it is necessary to create a customer-oriented environment among workers. It suggests that customer-oriented companies and employees can anticipate their desires and provide products or services of superior value to achieve greater customer satisfaction and a competitive advantage. In addition, it was clarified that customer satisfaction has an aspect relationship with financial management, which is a management result. Therefore, it is suggested that the entrepreneurial spirit is an important factor for the management of a beauty service company to secure competitiveness and improve results.

A Study on the Impact of SNS Usage Characteristics, Characteristics of Loan Products, and Personal Characteristics on Credit Loan Repayment (SNS 사용특성, 대출특성, 개인특성이 신용대출 상환에 미치는 영향에 관한 연구)

  • Jeong, Wonhoon;Lee, Jaesoon
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.18 no.5
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    • pp.77-90
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    • 2023
  • This study aims to investigate the potential of alternative credit assessment through Social Networking Sites (SNS) as a complementary tool to conventional loan review processes. It seeks to discern the impact of SNS usage characteristics and loan product attributes on credit loan repayment. To achieve this objective, we conducted a binomial logistic regression analysis examining the influence of SNS usage patterns, loan characteristics, and personal attributes on credit loan conditions, utilizing data from Company A's credit loan program, which integrates SNS data into its actual loan review processes. Our findings reveal several noteworthy insights. Firstly, with respect to profile photos that reflect users' personalities and individual characteristics, individuals who choose to upload photos directly connected to their personal lives, such as images of themselves, their private circles (e.g., family and friends), and photos depicting social activities like hobbies, which tend to be favored by individuals with extroverted tendencies, as well as character and humor-themed photos, which are typically favored by individuals with conscientious traits, demonstrate a higher propensity for diligently repaying credit loans. Conversely, the utilization of photos like landscapes or images concealing one's identity did not exhibit a statistically significant causal relationship with loan repayment. Furthermore, a positive correlation was observed between the extent of SNS usage and the likelihood of loan repayment. However, the level of SNS interaction did not exert a significant effect on the probability of loan repayment. This observation may be attributed to the passive nature of the interaction variable, which primarily involves expressing sympathy for other users' comments rather than generating original content. The study also unveiled the statistical significance of loan duration and the number of loans, representing key characteristics of loan portfolios, in influencing credit loan repayment. This underscores the importance of considering loan duration and the quantity of loans as crucial determinants in the design of microcredit products. Among the personal characteristic variables examined, only gender emerged as a significant factor. This implies that the loan program scrutinized in this analysis does not exhibit substantial discrimination based on age and credit scores, as its customer base predominantly consists of individuals in their twenties and thirties with low credit scores, who encounter challenges in securing loans from traditional financial institutions. This research stands out from prior studies by empirically exploring the relationship between SNS usage and credit loan repayment while incorporating variables not typically addressed in existing credit rating research, such as profile pictures. It underscores the significance of harnessing subjective, unstructured information from SNS for loan screening, offering the potential to mitigate the financial disadvantages faced by borrowers with low credit scores or those ensnared in short-term liquidity constraints due to limited credit history a group often referred to as "thin filers." By utilizing such information, these individuals can potentially reduce their credit costs, whereas they are supposed to accrue a more substantial financial history through credit transactions under conventional credit assessment system.

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A Study of a Pattern of the Stress Perceived by Stroke Patients through the Rehabilitative Process (뇌졸중 환자의 재활과정에 따른 스트레스 변화 양상)

  • Lee, Jung-Min
    • Journal of East-West Nursing Research
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    • v.1 no.1
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    • pp.82-98
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    • 1997
  • The purpose of this study was to determine pattern of the stress perceived by stroke patients over time. The ultimate goal of the research is to provide data to help nurses to design the plan of nursing care of the stroke patients both in the hospital and at home. A total of 57 admitted stroke patients were collected from one general hospital in Seoul from June, 12 to September, la, 1993. The data were collected for three phases(within one week after leaving the hospital). The tools for this study, three scales were used ; Stress scale developed by the investigator. Constitution classifing scale designed by Kho(1984), and Self-care measuring scale by Kang(1984). Data were analyzed in four steps using statistical analysis. First, demographic data were determined by descriptive statistics. Second. the pattern of stress perceived by stroke patients across three phases was measured using repeated measures ANOVA. Third, stress of stroke patients classified by constitution, paralyzed area. and attack frequency were measured using ANOVA or t-test, and the pattern of stress by group over time was determined using paired t-test in post hoc test. Fourth. Pearson correlation coefficients were calculated to determine the relationship between the stress and self-care activities. The results of this study are ; 1. The pattern of stress across three phases ; There was a decrease of the stress across three phases. In general. psychological stress as the highest among three phases(F=36.92. P=.000). There was a statistically significant difference of the physical stress(F=34.55, p=.000), the psychological stress (F=15.49, p=.0005) and the social stress (F=24.71. p=.000) among three phases. There was a statistically significant difference of the stress between the first phase (on admission) and the second phase(before leaving the hospital) and was a decrease of the stress (t =6.36. p=.000). 2. The pattern of stress of stroke patients classified by constitution across three phases ; Stroke patients classified as So-Eum perceived the highest stress among three groups(Tae-Eum, So-Eum. So-Yang). There was no statistically significant difference of stress according to the constitution of stroke patients among three phases. Hence. stress was not influenced by the constitution of stroke patients, but there was a statistically significant difference of stress over time. 3. The pattern of stress of stroke patients classified by the paralyzed area across three phases ; Right paralyzed stroke patients perceived higher stress than left paralyzed stroke patients. There was, however, no statistically significant difference of stress between two groups except 2nd phase. There was no statistically significant difference of the perception of stress bet ween the right and left paralyzed stroke patients. 4. The pattern of stress of stroke patients classified by the frequency of the relapse of the disease across three phases ; Stress was higher in stroke patients who had the relapse of the disease twice more than the first time. There was, however, no statistically significant difference of stress between two groups. There was no statistically significant difference of stress of stroke patients according to the relapse of the disease among three phases. Hence, stress was no influenced by the relapse of the disease. 5. The relationship between the stress and self-care activities ; There was a negative relationship between the stress and self-care activities each phase(on admission, r= -.1563 ; before leaving the hospital, r= -.4030 ; after leaving the hospital, r= -.5291). Hence, the higher the self-care activities, the lower the stress. This study has three important findings. First finding was that psychological stress perceived by stroke patients was the highest among three phases. The second finding was that factors such as the constitution, the paralyzed area, and the relapse of the disease did not have an influence on the stress perceived by stroke patients across three phases(on admission, before leaving the hospital, after leaving the hospital). There was a statistically significant decrease of the stress perceived by stroke patients across three phases. The third finding was that there was a negative relationship between the self-care ability and stress. In this study, these findings have implications for nursing care for the rehabilitation of stroke patients and suggest the need of nursing intervention to promote the self-care ability and to support the psychological self-esteem of stroke patients.

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Growth Performance, Humoral Immune Response and Carcass Characteristics of Broiler Chickens Fed Alkali Processed Karanj Cake Incorporated Diet Supplemented with Methionine

  • Panda, K.;Sastry, V.R.B.;Mandal, A.B.
    • Asian-Australasian Journal of Animal Sciences
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    • v.18 no.5
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    • pp.677-681
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    • 2005
  • A study was conducted to see the effect of dietary incorporation of alkali (1.5% NaOH, w/w) processed solvent extracted karanj cake (SKC) supplemented with methionine on growth performance, humoral immune response and carcass characteristics of broiler chickens from 0 to 8 weeks of age. One hundred and twenty, day- old broiler chicks were wing banded, vaccinated against Marek' disease and distributed in a completely randomized design (CRD) into 3 groups of 40 chicks each, which was further replicated to 4 and fed on diet containing soybean meal and those of test groups were fed diets containing alkali (1.5% NaOH) treated SKC partially replacing soybean meal nitrogen of reference diet (12.5%) without or with supplementation of methionine (0.2%). Individual body weight of chicks and replicate-wise feed intakes were recorded at weekly intervals throughout the experimental period. Feed consumption from 1 to 14, 28, 42 and 56 d of age was recorded for each replicate and feed conversion efficiency (weight gain/feed intake) for the respective period was calculated. Mortality was monitored on daily basis. On 28$^{th}$ day of experimental feeding, two birds of each replicate in each dietary group (8 birds/diet) were inoculated with 0.1 ml of a 1.0% suspension of sheep red blood cells (SRBC) and the antibody titre (log 2) was measured after 5 days by the microtitre haemmagglutination procedure. After 42 days of experimental feeding, a retention study of 4 days (43-47 d) duration was conducted on all birds to determine the retention of various nutrients such as DM, N, Ca, P and GE. On 43$^{rd}$ day of experimental feeding, one representative bird from each replicate of a dietary treatment (4/dietary group) was sacrificed, after fasting for two hours with free access to water, through cervical dislocation to observe the weight of dressed carcass, primal cuts (breast, thigh, drumstick, back, neck and wing), giblet (liver, heart and gizzard), abdominal fat and digestive organs. The body weight gain of chicks fed reference diet and those fed diet incorporated with NaOH treated SKC (12.5% replacement) with or without methionine supplementation was comparable during 0 to 4 weeks of age. However, dietary incorporation of alkali processed SKC replacing 12.5% nitrogen moiety of soybean meal resulted in growth retardation, subsequently as evidenced by significantly (p<0.05) lowered body weight gain during 0 to 6 weeks of age in birds fed diet incorporated with alkali processed SKC at 6.43% without methionine as compared to those supplemented with methionine or reference diet. Dietary incorporation of alkali (1.5% NaOH) processed SKC replacing 12.5% of soybean meal nitrogen in the diet of broiler chickens had no adverse effect on feed conversion ratio during all the weeks of experimental feeding. The humoral immune response (HIR) as measured by the antibody titre in response to SRBC inoculation was comparable among all the dietary groups. No significant difference in the intake and retention of DM, N, Ca, P or GE was noted among the chicks fed reference and alkali processed SKC incorporated diets with or without methionine supplementation. None of the carcass traits varied significantly due to dietary variations, except the percent weight of liver and giblet. The percent liver weight was significantly (p<0.05) higher in the birds fed diet incorporated with alkali processed SKC as compared to that in other two groups. Thus solvent extracted karanj cake could be incorporated after alkali (1.5% NaOH, w/w) processing at an enhanced level of 6.43%, replacing 12.5% of soybean meal nitrogen, in the broiler diets up to 4 weeks of age, beyond which the observed growth depression on this diet could be alleviated by 0.2% methionine supplementation.

Relationships among CEO Image, Corporate Image and Employment Brand Value in Fashion Industry

  • Ko, Eun-Ju;Taylor, Charles R.;Wagner, Udo;Ji, Hyun-Ah
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.4
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    • pp.307-331
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    • 2008
  • The CEO and the Corporate Image is considered very important in the aspect of marketing. The fact that CEO image itself influences the company or value of the product directly and indirectly has been verified through many cases. Recently, the differentiation of products and services between companies became difficult because the disparity in technique between companies retrenched. As a result, the rate of people who decide to purchase or invest their money based on the corporate image or reputation has been increased. Also in the knowledge society like today, the talented employees are the company's customer and the company's necessity for managing those brains of marketing perspective on how to satisfy and attract the customers is being embossed. The Fashion industry is one of the most value-added industry and in those value-added businesses, the most important factor is the human resources' knowledge power. However the study of the relationships among the CEO image, the corporate image and employment brand value in fashion industry has not been carried out yet. This research considers that dynamic relationship exists among the CEO image, corporate image and employment brand value that affects a company's main goal of pursuing benefits and intends to investigate the relationships of the three concepts. The specific purposes of this study were, 1) to analyze the impact of CEO image on a corporate image, 2) to analyze the impact of corporate image on employment brand value, 3) to analyze the impact of CEO image on employment brand value, 4) to analyze whether corporate image plays a mediating role in the relationship between CEO image and employment brand value or not. A survey design with a structured questionnaire was employed for this research. A convenience sample of 398 subjects was selected from two groups, which are university students majoring in fashion and practitioners working in fashion industry. For the data analysis, descriptive statistic (i.e., frequency, percentage), factor analysis, and multiple regression analysis were used by utilizing SPSS 12.0 for Windows program. The results for this research are as follows, first, the study of the impact of CEO image (i.e., Managerial Competence, Reliability/Leadership, Personal Attractiveness) on corporate image (i.e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) brought conclusion that the CEO image generally affected the corporate image in fashion industry. Managerial Competence and Reliability/Leadership affected Product Image, Corporate Social Responsibility Image and Corporate Cultural Image. However, while CEO's Personal Attractiveness affected Product Image and Corporate Social Responsibility Image, it did not affect Corporate Cultural Image. Second, the study of the impact of corporate image on employment brand value brought conclusion that corporate image (i.e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) affected employment brand value. Corporate Cultural Image affected employment brand value the most and then the Corporate Social Responsibility Image and Product Image. Third, the study of the impact of CEO image on employment brand value brought conclusion that CEO image (i.e., Managerial Competence, Reliability/Leadership, Personal Attractiveness) affected the employment brand value. CEO's Reliability/Leadership affected the employment brand value the most and then CEO's Personal Attractiveness and CEO's Managerial Competence. Forth, the study examined whether corporate image plays a mediating role in relationship of CEO image and employment brand value and concluded that it does. Corporate image played a full mediating role between CEO's Managerial Competence and employment brand value while it played a partial mediating role between CEO's Reliability/Leadership and CEO's Personal Attractiveness. This study is meaningful in a sense that it examines the relationship among the CEO image, corporate image and employment brand value which has not been carried out yet in fashion industry. It will ultimately contribute to the success of a fashion company by providing useful information of establishing strategies for managing proper the CEO and the corporate image to the fashion company and operating the talented employees.

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Analysis of Flood Control Effect by Applying the Connecting Channel in Estuary Area Including the Confluence of Two Rivers (2개의 하천이 합류하는 하구역에서의 연결수로 통수능에 따른 홍수위저감효과 분석)

  • Kim, Sooyoung;Kim, Hyung-Jun;Yoon, Kwang Seok
    • Journal of Korea Water Resources Association
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    • v.48 no.12
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    • pp.1065-1075
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    • 2015
  • In the estuary where the structure such as river-mouth weir has been installed, the flow is developed very complicatedly due to river water from upstream, tide of the sea and floodgate operation. Especially, if basin outlets more than one exists in one estuary, the boundary conditions will be significantly more complex form. Saemangeum(SMG) project area in Korea is the most typical example. There are Mankyung river and Dongjin river in upstream. The water of them inflows into SMG project area. In the downstream, river flow was drained from inland to sea over the SMG sea dike through the sluice. The connecting channel was located between Mankyung and Dongjin basins. It functions not only as transportation by ship in ordinary period but also as flood sharing by sending flood flow to each other in flood period. Therefore, in order to secure the safety against flood, it is very important to understand the flood sharing capacity for connecting channel. In this study, the flood control effect was analyzed using numerical simulation. Delft3D was used to numerical simulation and simulated period was set up with neap tide, in which the maximum flood stage occurred due to poor drainage. Actually, three connecting channels were designed in land use plan of the SMG Master Plan, but they were simplified to a single channel for conciseness of analysis in this study. According to the results of numerical analysis, the water level difference between two basins was increased and the maximum flood stage at dike sluice was also upraised depending on decrease of conveyance. And the velocity induced by same water level difference was decreased when the conveyance became smaller. In certain conveyance above, there was almost no flood control effect. Therefore, if the results of this study are considered for design of connecting channel, it will be expected to draw the optimal conveyance for minimizing dredging construction cost while maximizing the flood control effect.

A Comparative Study of Landscape Characteristics on Bridges in Palaces of Korea and China - Focusing on the Chosun Dynasty and Ming and Qing Dynasties - (한국과 중국의 궁궐 내 교량에 관한 경관특성 비교 연구 - 조선시대와 명·청시대를 중심으로 -)

  • Zhang, Fu-Chen;Lee, Ai-Ran
    • Journal of the Korean Institute of Traditional Landscape Architecture
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    • v.37 no.3
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    • pp.1-12
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    • 2019
  • A bridge is a structure constructed on water or in the air for convenient passage. Compared to other buildings, the building materials and structures of bridge required unique functions to cross the space. It depends on the productivity of the building, the level of science and technology, and the ecological environment of the building site. Also, it has important relationship with functions such as politics, military, economy, and life. Most of the academic research on bridges is focused on research in the field of bridge-building technology, so the study on the landscape aesthetics and history of bridges is lacking. Against this backdrop, the study will be valuable as a accumulation of both countries' understanding of bridge types, history and culture, as well as technical and aesthetic data, by analyzing the bridges located within the palaces of Korea and China. The research method is to analyze the bridge through field survey and literature analysis.. First, the bridges of royal palace of Korea and China are to be classified quantitatively as physical shapes, landscapes, and decorations by comparing the materials, forms, landscapes, and decorative culture of bridges. Second, characteristics, common points, and differences are extracted by classifying bridges of both countries. Also, the results are discussed based on the physical environment or cultural background. This would be worth cross-referencing in the building technology and aesthetics of the two countries. For the first important characteristics of result, main materials of Korean and Chinese palaces are stone. However, the bridge in China's royal palaces is also focused on wood. Second, in terms of form, the bridges in the royal gardens of Korea and China are all based on the beam bridge. However, the specific form, ratio, style of the beam bridge, and airspace of arched bridge are very different. Third, most of the connection methods are focused on the over bridge. It values the convergence with the surrounding landscape. Due to the difference in the area and location of water, the bridge in the Korean palace is more focused on the convergence of the surrounding buildings and plants, while the bridge in the Chinese palace is more concerned about the harmony of hydration. Fourth, the decoration places importance on the artistry and aesthetics of both the bridges in Korea and China. There is a difference in style in the same type of decoration due to culture.

Research on the influence of web celebrity live broadcast on consumer's purchase intention - Adjusting effect of web celebrity live broadcast contextualization

  • Zou, Ji-Kai;Guo, Han-Wen;Liu, Zi-Yang
    • Journal of the Korea Society of Computer and Information
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    • v.25 no.6
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    • pp.239-250
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    • 2020
  • The purpose of this paper is to explore the influence of the "contextualization" effect of web celebrity live broadcast on the e-commerce platform on consumers' perception of product value, risk and purchase intention. Live in this paper, using Taobao shopping consumers as the research object, the survey method, questionnaire survey is adopted, the form through the questionnaire and distributed network, a live in order to further validation of web celebrity effect of contextualized actual influence on consumer purchase intention, questionnaire design the Likert scale, seven and recycling questionnaire analysis using the statistical software SPSS 23.0 and AMOS 22.0 after processing the data. After determining the reliability and validity of the questionnaire, the exploratory factor analysis was used to verify the hypothesis and calculate the actual adjustment degree of the "contextualization" effect of web celebrity live broadcasting on consumers' purchase intention. The research results of this paper are summarized as follows :(1) consumers' perceived value of products can significantly positively affect their purchase intention, while perceived risk has a significantly negative impact on their purchase intention; (2) consumers' trust and purchase intention to products are regulated by the "contextualization" of web celebrity live broadcast. Specifically, for web celebrity live broadcasting with good "contextualization" effect, the perceived value of consumer products has a positive impact on product trust, which is higher than that of web celebrity live broadcasting with poor "contextualization" effect. In terms of resolving consumers' perceived risks to products, web celebrity live broadcast with good "contextualization" effect is also significantly better than web celebrity live broadcast with poor "contextualization" effect. Based on empirical analysis, this paper concludes that web celebrity live broadcasting will become a new breakthrough for the sustainable growth of the e-commerce industry, and puts forward Suggestions on the e-commerce marketing mode and the transformation of web celebrity live broadcasting industry.