• Asia pacific journal of information systems
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• v.23 no.3
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• pp.25-53
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• 2013

This study analyzes the effect of Computer Aided Innovation (CAI) to improve R&D Capabilities empirically. Survey was distributed by e-mail and Google Docs, targeting CTO of 235 SMEs. 142 surveys were returned back (rate of return 60.4%) from companies. Survey results from 119 companies (83.8%) which are effective samples except no-response, insincere response, estimated value, etc. were used for statistics analysis. Companies with less than 50billion KRW sales of entire researched companies occupy 76.5% in terms of sample traits. Companies with less than 300 employees occupy 83.2%. In terms of the type of company business Partners (called 'partners with big companies' hereunder) who work with big companies for business occupy 68.1%. SMEs based on their own business (called 'independent small companies') appear to occupy 31.9%. The present status of holding IT system according to traits of company business was classified into partners with big companies versus independent SMEs. The present status of ERP is 18.5% to 34.5%. QMS is 11.8% to 9.2%. And PLM (Product Life-cycle Management) is 6.7% to 2.5%. The holding of 3D CAD is 47.1% to 21%. IT system-holding and its application of independent SMEs seemed very vulnerable, compared with partner companies of big companies. This study is comprised of IT infra and IT Utilization as CAI capacity factors which are independent variables. factors of R&D capabilities which are independent variables are organization capability, process capability, HR capability, technology-accumulating capability, and internal/external collaboration capability. The highest average value of variables was 4.24 in organization capability 2. The lowest average value was 3.01 in IT infra which makes users access to data and information in other areas and use them with ease when required during new product development. It seems that the inferior environment of IT infra of general SMEs is reflected in CAI itself. In order to review the validity used to measure variables, Factors have been analyzed. 7 factors which have over 1.0 pure value of their dependent and independent variables were extracted. These factors appear to explain 71.167% in total of total variances. From the result of factor analysis about measurable variables in this study, reliability of each item was checked by Cronbach's Alpha coefficient. All measurable factors at least over 0.611 seemed to acquire reliability. Next, correlation has been done to explain certain phenomenon by correlation analysis between variables. As R&D capabilities factors which are arranged as dependent variables, organization capability, process capability, HR capability, technology-accumulating capability, and internal/external collaboration capability turned out that they acquire significant correlation at 99% reliability level in all variables of IT infra and IT Utilization which are independent variables. In addition, correlation coefficient between each factor is less than 0.8, which proves that the validity of this study judgement has been acquired. The pair with the highest coefficient had 0.628 for IT utilization and technology-accumulating capability. Regression model which can estimate independent variables was used in this study under the hypothesis that there is linear relation between independent variables and dependent variables so as to identify CAI capability's impact factors on R&D. The total explanations of IT infra among CAI capability for independent variables such as organization capability, process capability, human resources capability, technology-accumulating capability, and collaboration capability are 10.3%, 7%, 11.9%, 30.9%, and 10.5% respectively. IT Utilization exposes comprehensively low explanatory capability with 12.4%, 5.9%, 11.1%, 38.9%, and 13.4% for organization capability, process capability, human resources capability, technology-accumulating capability, and collaboration capability respectively. However, both factors of independent variables expose very high explanatory capability relatively for technology-accumulating capability among independent variable. Regression formula which is comprised of independent variables and dependent variables are all significant (P<0.005). The suitability of regression model seems high. When the results of test for dependent variables and independent variables are estimated, the hypothesis of 10 different factors appeared all significant in regression analysis model coefficient (P<0.01) which is estimated to affect in the hypothesis. As a result of liner regression analysis between two independent variables drawn by influence factor analysis for R&D capability and R&D capability. IT infra and IT Utilization which are CAI capability factors has positive correlation to organization capability, process capability, human resources capability, technology-accumulating capability, and collaboration capability with inside and outside which are dependent variables, R&D capability factors. It was identified as a significant factor which affects R&D capability. However, considering adjustable variables, a big gap is found, compared to entire company. First of all, in case of partner companies with big companies, in IT infra as CAI capability, organization capability, process capability, human resources capability, and technology capability out of R&D capacities seems to have positive correlation. However, collaboration capability appeared insignificance. IT utilization which is a CAI capability factor seemed to have positive relation to organization capability, process capability, human resources capability, and internal/external collaboration capability just as those of entire companies. Next, by analyzing independent types of SMEs as an adjustable variable, very different results were found from those of entire companies or partner companies with big companies. First of all, all factors in IT infra except technology-accumulating capability were rejected. IT utilization was rejected except technology-accumulating capability and collaboration capability. Comprehending the above adjustable variables, the following results were drawn in this study. First, in case of big companies or partner companies with big companies, IT infra and IT utilization affect improving R&D Capabilities positively. It was because most of big companies encourage innovation by using IT utilization and IT infra building over certain level to their partner companies. Second, in all companies, IT infra and IT utilization as CAI capability affect improving technology-accumulating capability positively at least as R&D capability factor. The most of factor explanation is low at around 10%. However, technology-accumulating capability is rather high around 25.6% to 38.4%. It was found that CAI capability contributes to technology-accumulating capability highly. Companies shouldn't consider IT infra and IT utilization as a simple product developing tool in R&D section. However, they have to consider to use them as a management innovating strategy tool which proceeds entire-company management innovation centered in new product development. Not only the improvement of technology-accumulating capability in department of R&D. Centered in new product development, it has to be used as original management innovative strategy which proceeds entire company management innovation. It suggests that it can be a method to improve technology-accumulating capability in R&D section and Dynamic capability to acquire sustainable competitive advantage.

• Korean journal of communication and information
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• v.30
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• pp.203-237
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• 2005

The purpose of this study is to find a model that can measure the public relations programs based on the assumption that the public relations should aim to lift the corporate reputation. It is a trend that corporate's activities are to be measured from the standpoint of cost-benefit efficiency. However, public relations fields in Korea is left behind this trend because the fields lack in sophisticated model. In order to fill this gap, the researchers introduce the reputation measurement model that can calculate individual corporate public relations programs. In addition, this reputation model Is applied to Korean companies with the expectation of producing a PR index which ran be used to measure the reputation as corporate asset, or superbrand. This study examines the effects of superbrand on consumers according to the media use. Based on the expert group interviews and surveys on consumers, the factors of reputation are drawn. These factors contribute to find reputation model and measurement index which are again applied to measure the Korean companies' public relations programs. Using superbrand as dependent variables and managing abilities, corporate responsibility, corporate communication, and product/employee quality, this study seeks to find which factor specifically attribute to lift corporate reputation. Results show that each factor influences the corporate reputation positively. In addition, the researchers find that media use is moderately related to the superbrand building process in cognitive dimension.

• Science of Emotion and Sensibility
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• v.5 no.4
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• pp.59-66
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• 2002

This study was proposed as an exploratory study for understanding the biological bases and structures of three personality models: Eysenck's PEN model, Gray's BIS/BAS model, and Costa & McCrae's Five Factor Model, which was chosen as the major descriptive model regardless of its biological bases. Besides, Eysenck's impulsivity scale, IVE, was added to demonstrate the relationship of P and impulsivity. Concerning personality, most previous reports have explored the relationships between P300 and the introversion-extraversion of Eysenck's theory because of its putative biological bases. In the present study, forty-eight undergraduate took four personality batteries (ERQ-R, NEO-Pl-R, BIS/BAS, and IVE). Two types of oddball tasks including different stimulus duration were used to induce ERPs (50ms for task 1, 300ms for task 2). Distributional topographies of correlation coefficients with personality traits and ERP components were drawn, and considered for the consistent interpretation of the personality model structures. Even though all equivalences for extraversion of personality batteries showed similarities for their intra-correlation, their correlations with P3 amplitudes were dissociate. Eysenck's E might not be the proper psychometric measure for elucidating its biological bases. The present study supported the negative relationship of P3 amplitude and extraversion, which is the consensus of previous studies. Neuroticism and Psychoticism showed correlations with the earlier sensory processing components such as N1 and P2. This result might explain the reason why most of studies have failed to find biological connections relating them. Interaction between gender and personality traits should be considered for the interpretation of correlations. Two types of auditory stimulus duration had different sensitivity to personality traits.

• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.245-276
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• 2008

Brand equity is one of the most important concepts in business practice as well as in academic research. Successful brands can allow marketers to gain competitive advantage (Lassar et al.,1995), including the opportunity for successful extensions, resilience against competitors' promotional pressures, and the ability to create barriers to competitive entry (Farquhar, 1989). Branding plays a special role in service firms because strong brands increase trust in intangible products (Berry, 2000), enabling customers to better visualize and understand them. They reduce customers' perceived monetary, social, and safety risks in buying services, which are obstacles to evaluating a service correctly before purchase. Also, a high level of brand equity increases consumer satisfaction, repurchasing intent, and degree of loyalty. Brand equity can be considered as a mixture that includes both financial assets and relationships. Actually, brand equity can be viewed as the value added to the product (Keller, 1993), or the perceived value of the product in consumers' minds. Mahajan et al. (1990) claim that customer-based brand equity can be measured by the level of consumers' perceptions. Several researchers discuss brand equity based on two dimensions: consumer perception and consumer behavior. Aaker (1991) suggests measuring brand equity through price premium, loyalty, perceived quality, and brand associations. Viewing brand equity as the consumer's behavior toward a brand, Keller (1993) proposes similar dimensions: brand awareness and brand knowledge. Thus, past studies tend to identify brand equity as a multidimensional construct consisted of brand loyalty, brand awareness, brand knowledge, customer satisfaction, perceived equity, brand associations, and other proprietary assets (Aaker, 1991, 1996; Blackston, 1995; Cobb-Walgren et al., 1995; Na, 1995). Other studies tend to regard brand equity and other brand assets, such as brand knowledge, brand awareness, brand image, brand loyalty, perceived quality, and so on, as independent but related constructs (Keller, 1993; Kirmani and Zeithaml, 1993). Walters(1978) defined information search as, "A psychological or physical action a consumer takes in order to acquire information about a product or store." But, each consumer has different methods for informationsearch. There are two methods of information search, internal and external search. Internal search is, "Search of information already saved in the memory of the individual consumer"(Engel, Blackwell, 1982) which is, "memory of a previous purchase experience or information from a previous search."(Beales, Mazis, Salop, and Staelin, 1981). External search is "A completely voluntary decision made in order to obtain new information"(Engel & Blackwell, 1982) which is, "Actions of a consumer to acquire necessary information by such methods as intentionally exposing oneself to advertisements, taking to friends or family or visiting a store."(Beales, Mazis, Salop, and Staelin, 1981). There are many sources for consumers' information search including advertisement sources such as the internet, radio, television, newspapers and magazines, information supplied by businesses such as sales people, packaging and in-store information, consumer sources such as family, friends and colleagues, and mass media sources such as consumer protection agencies, government agencies and mass media sources. Understanding consumers' purchasing behavior is a key factor of a firm to attract and retain customers and improving the firm's prospects for survival and growth, and enhancing shareholder's value. Therefore, marketers should understand consumer as individual and market segment. One theory of consumer behavior supports the belief that individuals are rational. Individuals think and move through stages when making a purchase decision. This means that rational thinkers have led to the identification of a consumer buying decision process. This decision process with its different levels of involvement and influencing factors has been widely accepted and is fundamental to the understanding purchase intention represent to what consumers think they will buy. Brand equity is not only companies but also very important asset more than product itself. This paper studies brand equity model and influencing factors including information process such as information searching and information resources in the fashion market in Asia and Europe. Information searching and information resources are influencing brand knowledge that influences consumers purchase decision. Nine research hypotheses are drawn to test the relationships among antecedents of brand equity and purchase intention and relationships among brand knowledge, brand value, brand attitude, and brand loyalty. H1. Information searching influences brand knowledge positively. H2. Information sources influence brand knowledge positively. H3. Brand knowledge influences brand attitude. H4. Brand knowledge influences brand value. H5. Brand attitude influences brand loyalty. H6. Brand attitude influences brand value. H7. Brand loyalty influences purchase intention. H8. Brand value influence purchase intention. H9. There will be the same research model in Asia and Europe. We performed structural equation model analysis in order to test hypotheses suggested in this study. The model fitting index of the research model in Asia was $X^2$=195.19(p=0.0), NFI=0.90, NNFI=0.87, CFI=0.90, GFI=0.90, RMR=0.083, AGFI=0.85, which means the model fitting of the model is good enough. In Europe, it was $X^2$=133.25(p=0.0), NFI=0.81, NNFI=0.85, CFI=0.89, GFI=0.90, RMR=0.073, AGFI=0.85, which means the model fitting of the model is good enough. From the test results, hypotheses were accepted. All of these hypotheses except one are supported. In Europe, information search is not an antecedent of brand knowledge. This means that sales of global fashion brands like jeans in Europe are not expanding as rapidly as in Asian markets such as China, Japan, and South Korea. Young consumers in European countries are not more brand and fashion conscious than their counter partners in Asia. The results have theoretical, practical meaning and contributions. In the fashion jeans industry, relatively few studies examining the viability of cross-national brand equity has been studied. This study provides insight on building global brand equity and suggests information process elements like information search and information resources are working differently in Asia and Europe for fashion jean market.

• Journal of Korean Home Economics Education Association
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• v.27 no.4
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• pp.19-35
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• 2015

The purpose of this study was to develop and evaluate a teaching learning process plan for the practice of caring and sharing to improve character of highschool students through Home Economics subject. The teaching learning process plan consisting of 13-session lessons has been developed and implemented according to the ADDIE model for the unit of 'Happy Family Life and Culture led by Family'. The unit was divided into two themes: Theme I caring through sharing and Theme II caring through practice. Six practice elements of caring and sharing such as communication, gratitude, courage, love, empathy, and environment drawn from Theme I are applied to Theme II. Various activities and teaching materials as well as questionnaire were developed. The plan was applied to 8 classes, 287 freshmen of S highschool in Jeonju-si from March to May, 2014. Three factors were drawn from 35 character-related items: self-perception, perception of caring and sharing, and practice of caring and sharing. These factors were related to respondents' satisfaction with family relationships and school life. Two factors except self-perception improved through 13 lessons. Students evaluated that the whole caring and sharing practice lessons of Theme I and II gave them the chance to realize a actual practice in everyday life was important even with small efforts such as cooking for special family. Also students commented that the praising workbook was impressive. All 23 items of evaluation gained from over 3.5 to 4.2 on 5-point scale. It can be concluded that the teaching learning process plan for the practice of caring and sharing for the unit of 'Happy Family Life and Culture led by Family' would improve character of highschool students through the Home Economics subject.

• Tuberculosis and Respiratory Diseases
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• v.66 no.1
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• pp.20-26
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• 2009

Background: $^{18}F$-Fluorodeoxyglucose positron emission tomography (FDG-PET) is widely used for the diagnosis and staging of non-small cell lung cancer (NSCLC). The aim of this study is to determine whether the bone marrow hypermetabolism seen on FDG-PET predicts a response to chemotherapy in patients with NSCLC. Methods: We evaluated the patients with advanced NSCLC and who were treated with combination chemotherapy. For determination of the standardized uptake value (SUV) of the bone marrow (BM SUV) on FDG-PET, regions of interest (ROIs) were manually drawn over the lumbar vertebrae (L1, 2, 3). ROIs were also drawn on a homogenous transaxial slice of the liver to obtain the bone marrow/ liver SUV ratio (BM/L SUV ratio). The response to chemotherapy was evaluated according to the Response Evaluation Criteria in Solid Tumor (RECIST) criteria after three cycles of chemotherapy. Results: Fifty-nine NSCLC patients were included in the study. Multivariate analysis was performed using a logistic regression model. The BM SUV and the BM/L SUV ratio on FDG-PET were not associated with a response to chemotherapy in NSCLC patients (p=0.142 and 0.978, respectively). Conclusion: The bone marrow hypermetabolism seen on FDG-PET can not predict a response to chemotherapy in NSCLC patients.

• Journal of the Daesoon Academy of Sciences
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• v.17
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• pp.197-225
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• 2004

The respective history of the Chinese Ancient Dynasties from the era of the ancient Emperors to the revolutionary era of Yin-Zhou殷周 was described in the Rongchengshi容成氏, one of the texts in Shanghai Bowuguan zang Zhanguo Chuzhushu(II)上海博物館藏戰國楚竹書(二) discovered in 1994 at an antique market in Hong Kong. Drawn from the historical explanations expressed in it, the anonymous author's own views on history could be observed as largely being composed of 'resignation'禪讓, 'usurpation'簒奪, and 'banishment/smite'放伐. Following the advent of the recently excavated bamboo slips of Rongchengshi, a careful reconsideration is urgently needed to the established interpretation on the origin of the ritual of resignation in the relevant academic circles. Because it shows us that the ritual of resignation as a way of the succession, judging from my analysis, was already realized by Nine Emperors('Rongchengshi', Zunlushi尊盧氏, Hexushi赫胥氏, Gaoxinshi高辛氏, Cangjieshi倉頡氏, Xuanyuanshi軒轅氏, Shennongshi神農氏, 渾沌氏, and Baoxishi包羲氏 and maybe the more) before the era of 'Yao-Shun'堯舜. Accordingly, the aforementioned fact, which has never been elaborated in the previous texts including the first Chinese historiography Shiji史記, is the only peculiar feature to the Rongchengshi itself. Thus, a simple but empirically important question could be raised here: Was this way of description an exceptional case, even as unaccepted in Warring States Period at that time? If then, the Rongchengshi could not but help being evaluated merely as a buried historical texts, without any influence on the ancient Chinese, along with its author. The Chu bamboo slips Tangyu zhi dao唐虞之道 from Guodian Chujian郭店 excavated in 1993, however, has a very similar content to the Rongchengshi in relevance to the historical existence of the ritual of resignation. From the sentence, expressed in Tangyu zhi dao, that "the sudden rise of 'Six Emperors'六帝 was due to the practice of resignation like the period of Yao-Shun", it could be easily presumed that the 'Six Emperors' was closely connected to the 'Nine Emperors' and maybe the more at that time. Comparing with the related extant literary texts and the excavated materials in a vigorous way, in this paper, I explore four significant questions from a more critical stand to the conventional studies. First of all, I explicate the distinctiveness of the Rongchengshi as an academically very precious materials. Secondly, and closely related to the above, I evaluate its status or significance in the history of the Chinese ancient thoughts. And thirdly, I make an endeavor to trace back to the date of its transcription. Finally, and the most crucially, I attempt to show what Schools it was originated from and what connections it had with the Schools in the acient China. In sum, some concluding remarks, having somewhat insightful and significant implications for the further studies in these issues, could be drawn from my exploration. Viewing from the historical perspective of thoughts, at first, the legend of Ancient Dynasty's Succession before Yao-Shun Era in the Rongchengshi had some interactions directly and closely with Zhangzi莊子, Muzi墨子, Guanzi管子, Xunzi荀子 and Tangyu zhi dao. Also in doing search for the unification in a transitional epoch from the late to the end of the Warring States period, the political stand of Shi士 and Ke客 was reflected in it as well as in the Tangyu zhi dao because they actively wanted to suggest the most appropriate model of the Emperor or the idealistic succession process and political realms.

• Journal of the Korean Society of School Health
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• v.11 no.2
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• pp.171-187
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• 1998

In recent years, adolescent issues including smoking, drinking, drug abuse, juvenile delinquency, deviant sexual behavior, mental health problems, high suicide rate, juvenile delinquency and absence without due notice, etc are emerging as serious social problems and the debate on these controversial issues is heating up. The previous studies on adolescent health behavior and social juvenile delinquency such as run-away from home and absence without due notice have been conducted mostly by cause analysis utilizing social demographic factors or biological factors. In other words, the main factors analyzed were demographic and economic factors or parent's educational level, etc, which were the fixed environmental ones that were unable to cause the change in the health behavior. Accordingly, the purpose of this study is to analyze factors which are changeable and fixable among the factors influencing the adolescent's health behavior and misconducts and, eventually influencing factors which can be used as the basis to establish health policies and health promotion program to reduce the health risk behavior and misconducts of adolescents. The study subjects were selected by dividing senior high school student in Seoul by region and through random sampling. The 890 subjects were selected from 10 schools including the preparatory school, vocational schools and institutional schools. The duration of the study was for July 1-5, 1997 for the first survey and the second one, for August 25-September 10. Regarding the analysis method, the SAS program was used. The adoptablity of theoretical model was tested through covariance structural analysis utilizing PC-LISREL 8.12 Program. The major findings of the study are as follows: As a result of establishing the model of factors influencing health behavior and juvenile delinquency, in case of male students as the health behavior self-efficacy, education level of fathers, economic level, self-control and the health interest of parent were higher, students were more likely to practice the health promoting behavior. Juvenile delinquency and health risk behavior were prevalent among those with the less shyness, the lower health behavior self-efficacy, lower self-control, lower self-assertiveness, lower economic level. The self-control was the most powerful factor. In case of female students, those with higher health behavior self-efficacy were more likely to practice the health promoting behavior whereas those with lower health behavior self-efficacy, lower self-control, lower self- assertiveness, less shyness were more likely to practice health risk behavior and juvenile delinquency. In case of prep schools, those with higher health behavior self-efficacy and better perceived health status were more likely to practice the health promoting behavior while those with less shyness, lower health behavior self-efficacy and lower academic achievement were more likely to engage in health risk behavior and juvenile delinquency. In case of vocational schools, as health behavior self-efficacy and economic level were higher, the practice rate of health promoting behavior was higher. As the self-control, shyness, self-assertiveness, health behavior self-efficacy were lower, the rate of health risk behavior and juvenile delinquency were higher. In case of social institutional schools, as, the health behavior self-efficacy, social support and economic level, health interest of parents were higher, the rate of health promoting behavior were higher. As the self-control, shyness, self-assertiveness, health behavior self-efficacy and social support were lower, the rate of health risk behavior and juvenile delinquency were higher. So the health promoting behavior was positively related to the health behavior self-efficacy, health interest of parents, social support, education level of fathers, level of perceived health status, economic level. The health risk behavior and juvenile delinquency were higher with the lower health behavior self-efficacy, self-control and self-assertiveness, lower health locus control, less shyness and loneliness, lower economic level and academic achievement. In conclusion, the health risk behavior and juvenile delinquency can be reduced by enhancing self-control, self-assertiveness, health behavior self-efficacy and social support. According to the final model drawn by connecting health behavior and juvenile delinquency, the reduction of health risk behavior can greatly contribute to decreasing social juvenile delinquency as the process of juvenile delinquency was extended from common behaviors to problem behaviors and further into juvenile delinquency.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.12 s.148
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• pp.1571-1581
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• 2005

In a highly competitive marketplace, U.S. retailers are challenged to attract, recruit, and retain a skilled workforce. The purpose of our research was to examine the impact of young retail employees' work experiences on their job performance, job satisfaction, and career intention using a comprehensive approach to model development. The model was developed in three phases over a four-year period using both qualitative and quantitative methodologies. During Phase 1, we conducted focus group interviews to guide the development of the questionnaire. Work experience was initially operationalized as role conflict, role ambiguity, supervisory support, and work involvement. Using a student sample(n=470) from U.S. universities, we employed multiple regression to determine the significance of relationships between their work experience, job satisfaction, and retail career intention. During Phase 2, we expanded our investigation to include retail work experiences of teens employed while they were in high school. The teen sample(n=898) was drawn from students enrolled in work-study programs in 16 U.S. high schools, and data were analyzed using structural equation modeling (hereafter SEM). During Phase 3, we expanded our model to include two new variables, job characteristics and job performance. Based on a national sample(n=803) of U.S. university students, we employed SEM to holistically determine if retail employees' work experience impacted their job performance, job satisfaction, and retail career intention. During each phase, job satisfaction consistently was the superior antecedent of retail career intention. Among the work experience variables, supervisory support had a positive impact on job satisfaction, while role conflict, role ambiguity, and work involvement exhibited inconsistent effects on job outcomes. The strong relationship between job satisfaction and retail career intention should make job satisfaction a priority for retailers.

• Spatial Information Research
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• v.22 no.1
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• pp.55-63
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• 2014

Near surface air temperature data which are one of the essential factors in hydrology, meteorology and climatology, have drawn a substantial amount of attention from various academic domains and societies. Meteorological observations, however, have high spatio-temporal constraints with the limits in the number and distribution over the earth surface. To overcome such limits, many studies have sought to estimate the near surface air temperature from satellite image data at a regional or continental scale with simple regression methods. Alternatively, we applied various Kriging methods such as ordinary Kriging, universal Kriging, Cokriging, Regression Kriging in search of an optimal estimation method based on near surface air temperature data observed from automatic weather stations (AWS) in South Korea throughout 2010 (365 days) and MODIS land surface temperature (LST) data (MOD11A1, 365 images). Due to high spatial heterogeneity, auxiliary data have been also analyzed such as land cover, DEM (digital elevation model) to consider factors that can affect near surface air temperature. Prior to the main estimation, we calculated root mean square error (RMSE) of temperature differences from the 365-days LST and AWS data by season and landcover. The results show that the coefficient of variation (CV) of RMSE by season is 0.86, but the equivalent value of CV by landcover is 0.00746. Seasonal differences between LST and AWS data were greater than that those by landcover. Seasonal RMSE was the lowest in winter (3.72). The results from a linear regression analysis for examining the relationship among AWS, LST, and auxiliary data show that the coefficient of determination was the highest in winter (0.818) but the lowest in summer (0.078), thereby indicating a significant level of seasonal variation. Based on these results, we utilized a variety of Kriging techniques to estimate the surface temperature. The results of cross-validation in each Kriging model show that the measure of model accuracy was 1.71, 1.71, 1.848, and 1.630 for universal Kriging, ordinary Kriging, cokriging, and regression Kriging, respectively. The estimates from regression Kriging thus proved to be the most accurate among the Kriging methods compared.