• Title/Summary/Keyword: Digital usage

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A Study on the Collection and Application Measures for Media Platform Based Materials (매체 플랫폼 기반 자료의 수집 및 적용 방안 연구)

  • Younghee Noh;Youngmi Jung;Aekyoung Son;Inho Chang;Hyunju Cha
    • Journal of Korean Library and Information Science Society
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    • v.55 no.1
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    • pp.193-214
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    • 2024
  • This study aimed to propose a method for collecting and applying media platform based materials at the National Library of Korea. Firstly, we analyzed the current status and limitations of data collection based on domestic media platforms, including the National Library of Korea. Secondly, a literature review method was used to investigate the current status and types of digital content based on media platforms. Thirdly, we identified the types of materials based on media platforms that are not currently included in the National Central Library's online material collection guidelines through the examination of cases from major overseas libraries. Fourthly, after reviewing technical and legal elements such as the definition of collection targets and scope for each new media, and collection methods, we established collection criteria. Fifthly, based on the research results, the policies proposed in this study are as follows: 1) there is a need to establish a clear legal basis for the collection of media platform based materials; 2) the development and presentation of collection guidelines for media platform based materials is necessary; 3) the development of collection tools and infrastructure for media platform based materials is required; 4) for the collection of media platform based materials, it is necessary to obtain permission for collection from targeted social media organizations, and to cooperate in linkage with organizations that produce and service extended reality content; 5) for the service activation of media platform based materials, it is necessary to improve accessibility for the usage activation of these materials, to enhance the content extensibility and ease of use of the e-deposit system including extended reality content, and to advance and construct spaces for reproducing extended reality content.

Improving the Usage of the Korea Meteorological Administration's Digital Forecasts in Agriculture: V. Field Validation of the Sky-condition based Lapse Rate Estimation Scheme (기상청 동네예보의 영농활용도 증진을 위한 방안: V. 하늘상태 기반 기온감률 추정기법의 실용성 평가)

  • Kim, Soo-ock;Yun, Jin I.
    • Korean Journal of Agricultural and Forest Meteorology
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    • v.18 no.3
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    • pp.135-142
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    • 2016
  • The aim of this study was to confirm the improvement of efficiency for temperature estimation at 0600 and 1500 LST by using a simple method for estimating temperature lapse rate modulated by the amount of clouds in comparison with the case adopting the existing single temperature lapse rate ($-6.5^{\circ}C/km$ or $-9^{\circ}C/km$). A catchment of the 'Hadong Watermark2,' which includes Hadong, Gurye, and Gwangyang was selected as the area for evaluating the practicality of the temperature lapse rate estimation method. The weather data of 0600 and 1500 LST at 12 weather observation sites within the catchment were collected during the entire year of 2015. Also, the 'sky condition' of digital forecast products of KMA in 2015 ($5{\times}5km$ lattice resolution) were overlapped with the catchment of the 'Hadong Watermark2,' to calculate the spatial average value within the catchment, which were used to simulate the 0600 and 1500 LST temperature lapse rate of the catchment. The estimation errors of the temperatures at 0600 LST were ME $-0.39^{\circ}C$ and RMSE $1.45^{\circ}C$ in 2015, when applying the existing temperature lapse rate. Using the estimated temperature lapse rate, they were improved to ME $-0.19^{\circ}C$ and RMSE $1.32^{\circ}C$. At 1500 LST, the effect of the improvements found from the comparison between the existing temperature lapse rate and the estimated temperature lapse rate were minute, because the estimated lapse rate of clear days is not very different from the existing lapse rate. However, the estimation errors of the temperatures at 1500 LST during cloudy days were improved from ME $-0.69^{\circ}C$, RMSE $1.54^{\circ}C$ to ME $-0.51^{\circ}C$, RMSE $1.19^{\circ}C$.

Improving Performance of Recommendation Systems Using Topic Modeling (사용자 관심 이슈 분석을 통한 추천시스템 성능 향상 방안)

  • Choi, Seongi;Hyun, Yoonjin;Kim, Namgyu
    • Journal of Intelligence and Information Systems
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    • v.21 no.3
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    • pp.101-116
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    • 2015
  • Recently, due to the development of smart devices and social media, vast amounts of information with the various forms were accumulated. Particularly, considerable research efforts are being directed towards analyzing unstructured big data to resolve various social problems. Accordingly, focus of data-driven decision-making is being moved from structured data analysis to unstructured one. Also, in the field of recommendation system, which is the typical area of data-driven decision-making, the need of using unstructured data has been steadily increased to improve system performance. Approaches to improve the performance of recommendation systems can be found in two aspects- improving algorithms and acquiring useful data with high quality. Traditionally, most efforts to improve the performance of recommendation system were made by the former approach, while the latter approach has not attracted much attention relatively. In this sense, efforts to utilize unstructured data from variable sources are very timely and necessary. Particularly, as the interests of users are directly connected with their needs, identifying the interests of the user through unstructured big data analysis can be a crew for improving performance of recommendation systems. In this sense, this study proposes the methodology of improving recommendation system by measuring interests of the user. Specially, this study proposes the method to quantify interests of the user by analyzing user's internet usage patterns, and to predict user's repurchase based upon the discovered preferences. There are two important modules in this study. The first module predicts repurchase probability of each category through analyzing users' purchase history. We include the first module to our research scope for comparing the accuracy of traditional purchase-based prediction model to our new model presented in the second module. This procedure extracts purchase history of users. The core part of our methodology is in the second module. This module extracts users' interests by analyzing news articles the users have read. The second module constructs a correspondence matrix between topics and news articles by performing topic modeling on real world news articles. And then, the module analyzes users' news access patterns and then constructs a correspondence matrix between articles and users. After that, by merging the results of the previous processes in the second module, we can obtain a correspondence matrix between users and topics. This matrix describes users' interests in a structured manner. Finally, by using the matrix, the second module builds a model for predicting repurchase probability of each category. In this paper, we also provide experimental results of our performance evaluation. The outline of data used our experiments is as follows. We acquired web transaction data of 5,000 panels from a company that is specialized to analyzing ranks of internet sites. At first we extracted 15,000 URLs of news articles published from July 2012 to June 2013 from the original data and we crawled main contents of the news articles. After that we selected 2,615 users who have read at least one of the extracted news articles. Among the 2,615 users, we discovered that the number of target users who purchase at least one items from our target shopping mall 'G' is 359. In the experiments, we analyzed purchase history and news access records of the 359 internet users. From the performance evaluation, we found that our prediction model using both users' interests and purchase history outperforms a prediction model using only users' purchase history from a view point of misclassification ratio. In detail, our model outperformed the traditional one in appliance, beauty, computer, culture, digital, fashion, and sports categories when artificial neural network based models were used. Similarly, our model outperformed the traditional one in beauty, computer, digital, fashion, food, and furniture categories when decision tree based models were used although the improvement is very small.

A Study on the Performance Verification Method of Small-Sized LTE-Maritime Transceiver (소형 초고속해상무선통신망 송수신기 성능 검증 방안에 관한 연구)

  • Seok Woo;Bu-young Kim;Woo-Seong Shim
    • Journal of the Korean Society of Marine Environment & Safety
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    • v.29 no.7
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    • pp.902-909
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    • 2023
  • This study evaluated the performance test of a small-sized LTE-Maritime(LTE-M) transceiver that was developed and promoted to expand the use of intelligent maritime traf ic information services led by the Ministry of Oceans and Fisheries with the aim of supporting the prevention of maritime accidents. Accoriding to statistics, approximately 30% of all marine accidents in Korean water occur with ships weighing less than 3 tons. Therefore, the blind spots of maritime safety must be supplemented through the development of small-sized transceivers. The small transceiver may be used in fishing boats that are active near coastal waters and in water leisure equipment near the coastline. Therefore, verifying whether sufficient performance and stable communication quality are provided is necessary, considering the environment of their real usage. In this study, we reviewed the communication quality goals of the LTE-M network and the performance requirements of small-sized transceivers suggested by the Ministry of Oceans and Fisheries, and proposed a test plan to appropriately evaluate the performance of small-sized transceivers. The validity of the proposed test method was verified for six real-sea areas with a high frequency of marine accidents. Consequently, the downlink and uplink transmission speeds of the small-sized LTE-M transceiver showed performances of 9 Mbps or more and 3 Mbps or more, respectively. In addition, using the coverage analysis system, coverage of more than 95% and 100% were confirmed in the intensive management zone (0-30 km) and interesting zone (30-50 km), respectively. The performance evaluation method and test results proposed in this paper are expected to be used as reference materials for verifying the performance of transceivers, contributing to the spread of government-promoted e-navigation services and small-sized transceivers.

SANET-CC : Zone IP Allocation Protocol for Offshore Networks (SANET-CC : 해상 네트워크를 위한 구역 IP 할당 프로토콜)

  • Bae, Kyoung Yul;Cho, Moon Ki
    • Journal of Intelligence and Information Systems
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    • v.26 no.4
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    • pp.87-109
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    • 2020
  • Currently, thanks to the major stride made in developing wired and wireless communication technology, a variety of IT services are available on land. This trend is leading to an increasing demand for IT services to vessels on the water as well. And it is expected that the request for various IT services such as two-way digital data transmission, Web, APP, etc. is on the rise to the extent that they are available on land. However, while a high-speed information communication network is easily accessible on land because it is based upon a fixed infrastructure like an AP and a base station, it is not the case on the water. As a result, a radio communication network-based voice communication service is usually used at sea. To solve this problem, an additional frequency for digital data exchange was allocated, and a ship ad-hoc network (SANET) was proposed that can be utilized by using this frequency. Instead of satellite communication that costs a lot in installation and usage, SANET was developed to provide various IT services to ships based on IP in the sea. Connectivity between land base stations and ships is important in the SANET. To have this connection, a ship must be a member of the network with its IP address assigned. This paper proposes a SANET-CC protocol that allows ships to be assigned their own IP address. SANET-CC propagates several non-overlapping IP addresses through the entire network from land base stations to ships in the form of the tree. Ships allocate their own IP addresses through the exchange of simple requests and response messages with land base stations or M-ships that can allocate IP addresses. Therefore, SANET-CC can eliminate the IP collision prevention (Duplicate Address Detection) process and the process of network separation or integration caused by the movement of the ship. Various simulations were performed to verify the applicability of this protocol to SANET. The outcome of such simulations shows us the following. First, using SANET-CC, about 91% of the ships in the network were able to receive IP addresses under any circumstances. It is 6% higher than the existing studies. And it suggests that if variables are adjusted to each port's environment, it may show further improved results. Second, this work shows us that it takes all vessels an average of 10 seconds to receive IP addresses regardless of conditions. It represents a 50% decrease in time compared to the average of 20 seconds in the previous study. Also Besides, taking it into account that when existing studies were on 50 to 200 vessels, this study on 100 to 400 vessels, the efficiency can be much higher. Third, existing studies have not been able to derive optimal values according to variables. This is because it does not have a consistent pattern depending on the variable. This means that optimal variables values cannot be set for each port under diverse environments. This paper, however, shows us that the result values from the variables exhibit a consistent pattern. This is significant in that it can be applied to each port by adjusting the variable values. It was also confirmed that regardless of the number of ships, the IP allocation ratio was the most efficient at about 96 percent if the waiting time after the IP request was 75ms, and that the tree structure could maintain a stable network configuration when the number of IPs was over 30000. Fourth, this study can be used to design a network for supporting intelligent maritime control systems and services offshore, instead of satellite communication. And if LTE-M is set up, it is possible to use it for various intelligent services.

Management and Use of Oral History Archives on Forced Mobilization -Centering on oral history archives collected by the Truth Commission on Forced Mobilization under the Japanese Imperialism Republic of Korea- (강제동원 구술자료의 관리와 활용 -일제강점하강제동원피해진상규명위원회 소장 구술자료를 중심으로-)

  • Kwon, Mi-Hyun
    • The Korean Journal of Archival Studies
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    • no.16
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    • pp.303-339
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    • 2007
  • "The damage incurred from forced mobilization under the Japanese Imperialism" means the life, physical, and property damage suffered by those who were forced to lead a life as soldiers, civilians attached to the military, laborers, and comfort women forcibly mobilized by the Japanese Imperialists during the period between the Manchurian Incident and the Pacific War. Up to the present time, every effort to restore the history on such a compulsory mobilization-borne damage has been made by the damaged parties, bereaved families, civil organizations, and academic circles concerned; as a result, on March 5, 2004, Disclosure act of Forced Mobilization under the Japanese Imperialism[part of it was partially revised on May 17, 2007]was officially established and proclaimed. On the basis of this law, the Truth Commission on Forced Mobilization under the Japanese Imperialism Republic of Korea[Compulsory Mobilization Commission hence after] was launched under the jurisdiction of the Prime Minister on November 10, 2004. Since February 1, 2005, this organ has begun its work with the aim of looking into the real aspects of damage incurred from compulsory mobilization under the Japanese Imperialism, by which making the historical truth open to the world. The major business of this organ is to receive the damage report and investigation of the reported damage[examination of the alleged victims and bereaved families, and decision-making], receipt of the application for the fact-finding & fact finding; fact finding and matters impossible to make judgment; correction of a family register subsequent to the damage judgement; collection & analysis of data concerning compulsory mobilization at home and from abroad and writing up of a report; exhumation of the remains, remains saving, their repatriation, and building project for historical records hall and museum & memorial place, etc. The Truth Commission on Compulsory Mobilization has dug out and collected a variety of records to meet the examination of the damage and fact finding business. As is often the case with other history of damage, the records which had already been made open to the public or have been newly dug out usually have their limits to ascertaining of the diverse historical context involved in compulsory mobilization in their quantity or quality. Of course, there may happen a case where the interested parties' story can fill the vacancy of records or has its foundational value more than its related record itself. The Truth Commission on Compulsory mobilization generated a variety of oral history records through oral interviews with the alleged damage-suffered survivors and puts those data to use for examination business, attempting to make use of those data for public use while managing those on a systematic method. The Truth Commission on compulsory mobilization-possessed oral history archives were generated based on a drastic planning from the beginning of their generation, and induced digital medium-based production of those data while bearing the conveniences of their management and usage in mind from the stage of production. In addition, in order to surpass the limits of the oral history archives produced in the process of the investigating process, this organ conducted several special training sessions for the interviewees and let the interviewees leave their real context in time of their oral testimony in an interview journal. The Truth Commission on compulsory mobilization isn't equipped with an extra records management system for the management of the collected archives. The digital archives are generated through the management system of the real aspects of damage and electronic approval system, and they plays a role in registering and searching the produced, collected, and contributed records. The oral history archives are registered at the digital archive and preserved together with real records. The collected oral history archives are technically classified at the same time of their registration and given a proper number for registration, classification, and keeping. The Truth Commission on compulsory mobilization has continued its publication of oral history archives collection for the positive use of them and is also planning on producing an image-based matters. The oral history archives collected by this organ are produced, managed and used in as positive a way as possible surpassing the limits produced in the process of investigation business and budgetary deficits as well as the absence of records management system, etc. as the form of time-limit structure. The accumulated oral history archives, if a historical records hall and museum should be built as regulated in Disclosure act of forced mobilization, would be more systematically managed and used for the public users.

Improving Usage of the Korea Meteorological Administration's Digital Forecasts in Agriculture: I. Correction for Local Temperature under the Inversion Condition (기상청 동네예보의 영농활용도 증진을 위한 방안: I. 기온역전조건의 국지기온 보정)

  • Kim, Soo-Ock;Kim, Dae-Jun;Kim, Jin-Hee;Yun, Jin I.
    • Korean Journal of Agricultural and Forest Meteorology
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    • v.15 no.2
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    • pp.76-84
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    • 2013
  • An adequate downscaling of the official forecasts of Korea Meteorological Administration (KMA) is a prerequisite to improving the value and utility of agrometeorological information in rural areas, where complex terrain and small farms constitute major features of the landscape. In this study, we suggest a simple correction scheme for scaling down the KMA temperature forecasts from mesoscale (5 km by 5 km) to the local scale (30 m by 30 m) across a rural catchment, especially under temperature inversion conditions. The study area is a rural catchment of $50km^2$ area with complex terrain and located on a southern slope of Mountain Jiri National Park. Temperature forecasts for 0600 LST on 62 days with temperature inversion were selected from the fall 2011-spring 2012 KMA data archive. A geospatial correction scheme which can simulate both cold air drainage and the so-called 'thermal belt' was used to derive the site-specific temperature deviation across the study area at a 30 m by 30 m resolution from the original 5 km by 5 km forecast grids. The observed temperature data at 12 validation sites within the study area showed a substantial reduction in forecast error: from ${\pm}2^{\circ}C$ to ${\pm}1^{\circ}C$ in the mean error range and from $1.9^{\circ}C$ to $1.6^{\circ}C$ in the root mean square error. Improvement was most remarkable at low lying locations showing frequent cold pooling events. Temperature prediction error was less than $2^{\circ}C$ for more than 80% of the observed inversion cases and less than $1^{\circ}C$ for half of the cases. Temperature forecasts corrected by this scheme may accelerate implementation of the freeze and frost early warning service for major fruits growing regions in Korea.

The Impact of Perceived Risks Upon Consumer Trust and Purchase Intentions (인지된 위험의 유형이 소비자 신뢰 및 온라인 구매의도에 미치는 영향)

  • Hong, Il-Yoo B.;Kim, Woo-Sung;Lim, Byung-Ha
    • Asia pacific journal of information systems
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    • v.21 no.4
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    • pp.1-25
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    • 2011
  • Internet-based commerce has undergone an explosive growth over the past decade as consumers today find it more economical as well as more convenient to shop online. Nevertheless, the shift in the common mode of shopping from offline to online commerce has caused consumers to have worries over such issues as private information leakage, online fraud, discrepancy in product quality and grade, unsuccessful delivery, and so forth, Numerous studies have been undertaken to examine the role of perceived risk as a chief barrier to online purchases and to understand the theoretical relationships among perceived risk, trust and purchase intentions, However, most studies focus on empirically investigating the effects of trust on perceived risk, with little attention devoted to the effects of perceived risk on trust, While the influence trust has on perceived risk is worth studying, the influence in the opposite direction is equally important, enabling insights into the potential of perceived risk as a prohibitor of trust, According to Pavlou (2003), the primary source of the perceived risk is either the technological uncertainty of the Internet environment or the behavioral uncertainty of the transaction partner. Due to such types of uncertainty, an increase in the worries over the perceived risk may negatively affect trust, For example, if a consumer who sends sensitive transaction data over Internet is concerned that his or her private information may leak out because of the lack of security, trust may decrease (Olivero and Lunt, 2004), By the same token, if the consumer feels that the online merchant has the potential to profit by behaving in an opportunistic manner taking advantage of the remote, impersonal nature of online commerce, then it is unlikely that the merchant will be trusted, That is, the more the probable danger is likely to occur, the less trust and the greater need to control the transaction (Olivero and Lunt, 2004), In summary, a review of the related studies indicates that while some researchers looked at the influence of overall perceived risk on trust level, not much attention has been given to the effects of different types of perceived risk, In this context the present research aims at addressing the need to study how trust is affected by different types of perceived risk, We classified perceived risk into six different types based on the literature, and empirically analyzed the impact of each type of perceived risk upon consumer trust in an online merchant and further its impact upon purchase intentions. To meet our research objectives, we developed a conceptual model depicting the nomological structure of the relationships among our research variables, and also formulated a total of seven hypotheses. The model and hypotheses were tested using an empirical analysis based on a questionnaire survey of 206 college students. The reliability was evaluated via Cronbach's alphas, the minimum of which was found to be 0.73, and therefore the questionnaire items are all deemed reliable. In addition, the results of confirmatory factor analysis (CFA) designed to check the validity of the measurement model indicate that the convergent, discriminate, and nomological validities of the model are all acceptable. The structural equation modeling analysis to test the hypotheses yielded the following results. Of the first six hypotheses (H1-1 through H1-6) designed to examine the relationships between each risk type and trust, three hypotheses including H1-1 (performance risk ${\rightarrow}$ trust), H1-2 (psychological risk ${\rightarrow}$ trust) and H1-5 (online payment risk ${\rightarrow}$ trust) were supported with path coefficients of -0.30, -0.27 and -0.16 respectively. Finally, H2 (trust ${\rightarrow}$ purchase intentions) was supported with relatively high path coefficients of 0.73. Results of the empirical study offer the following findings and implications. First. it was found that it was performance risk, psychological risk and online payment risk that have a statistically significant influence upon consumer trust in an online merchant. It implies that a consumer may find an online merchant untrustworthy if either the product quality or the product grade does not match his or her expectations. For that reason, online merchants including digital storefronts and e-marketplaces are suggested to pursue a strategy focusing on identifying the target customers and offering products that they feel best meet performance and psychological needs of those customers. Thus, they should do their best to make it widely known that their products are of as good quality and grade as those purchased from offline department stores. In addition, it may be inferred that today's online consumers remain concerned about the security of the online commerce environment due to the repeated occurrences of hacking or private information leakage. Online merchants should take steps to remove potential vulnerabilities and provide online notices to emphasize that their website is secure. Second, consumer's overall trust was found to have a statistically significant influence on purchase intentions. This finding, which is consistent with the results of numerous prior studies, suggests that increased sales will become a reality only with enhanced consumer trust.

Comparative Study on the Ability of Instruments to Maintain Original Canal Curvature of Continuous rotary System and Single File System (Continuous rotary system과 single file system의 만곡 근관 형태 유지능에 대한 비교 연구)

  • Park, Sang-Hee;Kim, Deok-Joong;Song, Yong-Beom;Lee, Hye-Yun;Kim, Hyoung-Sun;Lee, Kwang-Won;Yu, Mi-Kyung
    • Journal of Dental Rehabilitation and Applied Science
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    • v.28 no.4
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    • pp.371-383
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    • 2012
  • Shaping the root canal system to maintain original canal curvature is essential to clinical success in endodontic treatment. Opposed to most root canals that are curved, endodontic instruments are made from straight metal blanks. They have a tendency of straightening the root canal during preparation and frequently result in procedural errors. A new treatment method to maintain original canal curvature during shaping has been introduced for preventing procedural errors. The aim of this study was to compare the ability of instruments to maintain original canal curvature of continuous rotary system and single file system. Thirty ISO 15, 0.02 taper, Endo Training Blocks(Dentsplay Maillefer) were used. Specimens were assigned to 1 of 3 groups for shaping: specimens in group 1 were shaped with ProFile #20/.06 at the WL. Specimens in group 2 were shaped with Mtwo #35/.04 at the WL. Specimens in group 3 were shaped with WaveOne Primary reciprocating files at the WL after the glide path was achieved with PathFile. Pre- and postinstrumentation digital images were superimposed and processed with Matlab r2010b(The MathWorks Inc, Natick, MA) software to analyze the curvature-radius ratio(CRr), representing canal curvature modification. Data for comparison on the ability of instruments to maintain original canal curvature depending on each Ni-Ti file were analyzed with 1-way ANOVA(P<.05). Data for comparison on the ability of instruments to maintain original canal curvature depending on each Ni-Ti file system were analyzed with independent t-test(P<.05). A statistically significant difference(P<0.05) was noted on each Ni-Ti file. ProFile and WaveOne instrumentations maintained the original canal curvature significantly better(P<0.05) than Mtwo file. There were no significant difference(P>0.05) between continuous rotary system and single file system. Under the conditions of this study, ProFile and WaveOne instruments maintained the original curvature significantly better than Mtwo file and were less modification of the canal curvature compared. There was no significant difference between continuous rotary system and single file system in shaping of simulated canals. As clinical practitioners, it may be advantages to use hybrid approach when root canal shapes depending on the design and usage of Ni-Ti files.

The Mediating Role of Perceived Risk in the Relationships Between Enduring Product Involvement and Trust Expectation (지속적 제품관여도와 소비자 요구신뢰수준 간의 영향관계: 인지된 위험의 매개 역할에 대한 실증분석을 중심으로)

  • Hong, Ilyoo B.;Kim, Taeha;Cha, Hoon S.
    • Asia pacific journal of information systems
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    • v.23 no.4
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    • pp.103-128
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    • 2013
  • When a consumer needs a product or service and multiple sellers are available online, the process of selecting a seller to buy online from is complex since the process involves many behavioral dimensions that have to be taken into account. As a part of this selection process, consumers may set minimum trust expectation that can be used to screen out less trustworthy sellers. In the previous research, the level of consumers' trust expectation has been anchored on two important factors: product involvement and perceived risk. Product involvement refers to the extent to which a consumer perceives a specific product important. Thus, the higher product involvement may result in the higher trust expectation in sellers. On the other hand, other related studies found that when consumers perceived a higher level of risk (e.g., credit card fraud risk), they set higher trust expectation as well. While abundant research exists addressing the relationship between product involvement and perceived risk, little attention has been paid to the integrative view of the link between the two constructs and their impacts on the trust expectation. The present paper is a step toward filling this research gap. The purpose of this paper is to understand the process by which a consumer chooses an online merchant by examining the relationships among product involvement, perceived risk, trust expectation, and intention to buy from an e-tailer. We specifically focus on the mediating role of perceived risk in the relationships between enduring product involvement and the trust expectation. That is, we question whether product involvement affects the trust expectation directly without mediation or indirectly mediated by perceived risk. The research model with four hypotheses was initially tested using data gathered from 635 respondents through an online survey method. The structural equation modeling technique with partial least square was used to validate the instrument and the proposed model. The results showed that three out of the four hypotheses formulated were supported. First, we found that the intention to buy from a digital storefront is positively and significantly influenced by the trust expectation, providing support for H4 (trust expectation ${\rightarrow}$ purchase intention). Second, perceived risk was found to be a strong predictor of trust expectation, supporting H2 as well (perceived risk ${\rightarrow}$ trust expectation). Third, we did not find any evidence of direct influence of product involvement, which caused H3 to be rejected (product involvement ${\rightarrow}$ trust expectation). Finally, we found significant positive relationship between product involvement and perceived risk (H1: product involvement ${\rightarrow}$ perceived risk), which suggests that the possibility of complete mediation of perceived risk in the relationship between enduring product involvement and the trust expectation. As a result, we conducted an additional test for the mediation effect by comparing the original model with the revised model without the mediator variable of perceived risk. Indeed, we found that there exists a strong influence of product involvement on the trust expectation (by intentionally eliminating the variable of perceived risk) that was suppressed (i.e., mediated) by the perceived risk in the original model. The Sobel test statistically confirmed the complete mediation effect. Results of this study offer the following key findings. First, enduring product involvement is positively related to perceived risk, implying that the higher a consumer is enduringly involved with a given product, the greater risk he or she is likely to perceive with regards to the online purchase of the product. Second, perceived risk is positively related to trust expectation. A consumer with great risk perceptions concerning the online purchase is likely to buy from a highly trustworthy online merchant, thereby mitigating potential risks. Finally, product involvement was found to have no direct influence on trust expectation, but the relationship between the two constructs was indirect and mediated by the perceived risk. This is perhaps an important theoretical integration of two separate streams of literature on product involvement and perceived risk. The present research also provides useful implications for practitioners as well as academicians. First, one implication for practicing managers in online retail stores is that they should invest in reducing the perceived risk of consumers in order to lower down the trust expectation and thus increasing the consumer's intention to purchase products or services. Second, an academic implication is that perceived risk mediates the relationship between enduring product involvement and trust expectation. Further research is needed to elaborate the theoretical relationships among the constructs under consideration.