• Journal of Intelligence and Information Systems
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• v.24 no.2
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• pp.37-57
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• 2018

With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into 'Hedonic' and 'Utilitarian' had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisement used in the online advertisement and the mobile advertisement, which are not dependent on the attitude of the ad, the attitude of the brand, and the purchase intention. This study suggests that CTR is used as a dependent variable of advertising effect based on actual data of mobile ad platform accumulated over a long period of time. The results of this study is expected to contribute to establishment of optimum advertisement strategy such as creation of advertising materials and planning of media which suit advertised products at the time of mobile advertisement.

• Journal of Korean Academic Society of Home Health Care Nursing
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• v.6
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• pp.46-58
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• 1999

The purpose of this research was to find out the state of the nursing performance of the home care nurses in Seoul in order to provide the data for the practical work guide. The data were collected from fifty home care nurses working in 22 institutions located in Seoul. The research tool used for this research was modified and tested by Song Jong-Rye(1999) which was originally modified the standard tool of American Nurses Association (1998) and was partly supplement and adjusted for this research. The reliability of this tool was Cronbach's $\alpha$=.0982. The collected data were statistically processed using SAS for t-test, ANOVA. $Scheff\'{e}$ test. Among the surveyees, 50% have been working as a home care nurse more than three years and 74.0% of them were married. And 52% have B.S degree with certification of home care nurse from the certification program for Home Care Nurses affiliated at nursing schools. Half of the home care nursing organizations were based on the general hospitals, and most(78%) of the responsible senior personnels of those organizations were nurses. The following results are drawn from this research. 1) The level of nursing performance by the task sectors General performance level of home care nurses was relatively high in grade of 3.06 from total 4.00. Among the task sectors. the ethical field scored the highest points, and the next were nursing intervention, professional training, and data gathering, and the research sector scored the lowest point. 2) The level of nursing performance by general features of home care nurses Statistically relevant correlation between performance according to the duration of working experience as a nurse(p=0.8951) and performance according to the duration of working as home care nurse(p=0.2263) did not emerge. Also, performance by marriage status(p=0.2218), education(p=0.5733), and taking the certification program for home card nurse(p =0.1560) has no statistically meaningful correlation. 3) The level of nursing performance by the type of home care nursing organizations There exists a significant difference(p=0.002) between performances by the types of organizations. Most of the responsible senior personnels of the home care nursing organization were nurses. The level of nursing performance of the home care nursing organization under nurse management was relatively higher than that of home care nursing organizations led by medical doctors or non-medical professional, but this was not proved as statistically meaningful(p =0.3617). 4) The level of nursing performance by task sectors according to the characteristic of home care nursing service organization There exists a significant difference between nursing performances by task sectors according to the characteristics of home care nursing organization(p=0.002). In case of model research center of one College of Nursing, the nursing performance in the sectors of organization, theory, and data gathering were lower than that of in hospital based home care nursing service. And in case of local home care centers, performances in sectors of organization, theory, data gathering, nursing intervention. professional training, and research sectors were significantly low. Based on the obtained results, overall performance of home care nurses can be appraised as relatively good. Especially, performances in sectors of the nursing intervention, nursing plan. and data gathering including the in direct nursing were recorded high scores. From this, it can be concluded that high quality of nursing is relatively practicing for home patients at these days. Since the high quality of nursing for patients was directly related to the level of nursing performances of home care nurses, it is required to improve practical performance level of them by making constant evaluation and running continual education program and supplementing curriculum for the sectors with low scores.

• Journal of Korean Public Health Nursing
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• v.6 no.1
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• pp.32-45
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• 1992

An important role of community health nurses in health centers is to solve community health problems found through data collection methodology which has been used to identify the health needs of the community, diagnose the health problems and to plan health programs suitable for the health problems. Also community health nurses must be prepared to know the community health needs and to participate in the planning process. Since 1956 when the health center law was established, community health nurses have really implemented only the services which the government has asked them to do. This has kept them busy enough. But these days as society is in rapid change, community health nurses should have the flexibility to deal with the social change and demands that are unique to their community each which has different health needs and demands. So community health nurses need to identify what community health problems exist in their particular communities. The purposes of this study were as follows. 1) To explore the suitability of the health programs which the government has asked the community health nurses to do for their own communities and if these programs are not suitable, to explore the reasons why. 2) To explore the degree to which the community health nurses have the ability to identify health problems in their own communities and activate the community diagnostic process. 3) To identify the degree that the community health nurses have the ability to implement plans related to community diagnosis. 4) To find out how much data related to community health problems, the community health nurses have and how they are utilizing it. 5) To measure the community health nurses self-confidence concerning diagnostic activities for community health. The study subjects were 454 Community Health Nurses working in Health Centers in Seoul, Korea. The period of data collection was 6 days(Nov. 9th 1991-Nov. 15th 1991). A questionnaire used for data collection was composed of three different items; general characteristics, community health diagnostic activities and self-confidence in performing diagnostic activities. The results of the study are as follows. First, over one third of the respondents replied that the government required activities for their communities are not appropriate. Of these activities the most frequent reply $(51.2\%)$ indicated that many of the activities in the community were inappropriate to the actual situation. Further, $25\%$ of the replies indicated that many activities were only administratively oriented and as such not appropriate. Second, $49.8\%$ of the respondents replied that they had done general assessments and had a general idea of the health problems of their community. Effective solutions to health problems could be found with an increase in health personnel and management ability according to $41.5\%$ of the respondents. Third, to the question as to whether they had ever independently implemented a plan towards solving community diagnosed problems, $52\%$ of nurses replied 'never', $40\%$ 'occasionally' but only $7.5\%$ replied that they did it frequently. Actually there was very little done even in the basic work of collecting the necessary data. Fourth, when asked how much of basic information they had collected that might be used in community diagnosis activity, of 26 items in 5 areas, there was hardly one for which complete data had been collected. Fifteen percent did have data on the geographical aspects of their area, housing distribution and types of housing, while $17.8\%$ knew the frequency with which the health center was used. Concerning community resources, even with a list of community resources, only $12.3\%$ had data on any of these resources, and this data was incomplete. Further, information about social work institutions, and facilities was also incomplete, only $14.2\%$ of the respondents had any data and even it was incomplete; that is, in general, the nurses did not have this information. Fifth, concerning the confidence of the community health nurse in their ability to carry out community diagnoses activities, $60\%$ replied that they were very or at least nominally confident, indicating that although they were not doing community diagnostic activities they felt they could do so, as they were carrying out home visits and program planning as part of their official duties. The following recommendations are made based on the results of this study. First; since the community health nurses have a high perception of the need for community diagnostic activities and. high confidence in their ability to carry out this activity and high percentage of respondents replied that with a little training they could do this even better it is recommended that community diagnostic activity training be included in the continuing education program for community health nurses. Second, in order for the Community Health Nurses to successfully solve the health problems of their respective community they reported to a need to increase the number of health personnel, improve the facilities and the system of managing their work. Considering this, it is recommended that ways be sought to remedy these deficits.

• Journal of the Korean Society of Food Science and Nutrition
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• v.38 no.1
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• pp.70-75
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• 2009

For the effective use of salmon processing by-products, the food components of muscle around pectoral fin (MAPF) were investigated and compared with those of salmon fillet muscle (SFM). The proximate composition of MAPF was 64.4% for the moisture, 17.2% for the crude protein, 16.2% for the crude lipid and 1.4% for the ash. The pH, volatile basic nitrogen (VBN) content and yield of MAPF were 6.73, 7.8 mg/100 g and 7.4 (g/100 g SFM), respectively. The trichloroacetic acid (TCA) soluble-N content of MAPF was 479 mg/100 g, which was lower than that (612 mg/100 g) of SFM. The Hunter value of MAPF was 54.86 for L value, 22.08 for a value, 22.41 for b value and 52.35 for ${\Delta}$E value, which were similar to those of SFM. The total content in amino acids of MAPF was 17.1 g/100 g, its major amino acids were aspartic acid, glutamic acid, leucine and lysine. The major fatty acids of MAPF were 16:0, 18:1n-9 and 18:2n-6, 20:5n-3 and 22:6n-3. No differences were found in the major fatty acids and the major amino acids between MAPF and SFM. The calcium and phosphorus contents of MAPF were 19.1 mg/100 g and 211.7 g/100 g, respectively. These results suggested that MAPF could be used as seafood resources.

• Asia pacific journal of information systems
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• v.18 no.2
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• pp.95-114
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• 2008

Recent interests in data mining result from the expansion of the amount of business data and the growing business needs for extracting valuable knowledge from the data and then utilizing it for decision making process. In particular, recent advances in association rule mining techniques enable us to acquire knowledge concerning sales patterns among individual items from the voluminous transactional data. Certainly, one of the major purposes of association rule mining is to utilize acquired knowledge in providing marketing strategies such as cross-selling, sales promotion, and shelf-space allocation. In spite of the potential applicability of association rule mining, unfortunately, it is not often the case that the marketing mix acquired from data mining leads to the realized profit. The main difficulty of mining-based profit realization can be found in the fact that tremendous numbers of patterns are discovered by the association rule mining. Due to the many patterns, data mining experts should perform additional mining of the results of initial mining in order to extract only actionable and profitable knowledge, which exhausts much time and costs. In the literature, a number of interestingness measures have been devised for estimating discovered patterns. Most of the measures can be directly calculated from what is known as a contingency table, which summarizes the sales frequencies of exclusive items or itemsets. A contingency table can provide brief insights into the relationship between two or more itemsets of concern. However, it is important to note that some useful information concerning sales transactions may be lost when a contingency table is constructed. For instance, information regarding the size of each market basket(i.e., the number of items in each transaction) cannot be described in a contingency table. It is natural that a larger basket has a tendency to consist of more sales patterns. Therefore, if two itemsets are sold together in a very large basket, it can be expected that the basket contains two or more patterns and that the two itemsets belong to mutually different patterns. Therefore, we should classify frequent itemset into two categories, inter-pattern co-occurrence and intra-pattern co-occurrence, and investigate the effect of the market basket size on the two categories. This notion implies that any interestingness measures for association rules should consider not only the total frequency of target itemsets but also the size of each basket. There have been many attempts on analyzing various interestingness measures in the literature. Most of them have conducted qualitative comparison among various measures. The studies proposed desirable properties of interestingness measures and then surveyed how many properties are obeyed by each measure. However, relatively few attentions have been made on evaluating how well the patterns discovered by each measure are regarded to be valuable in the real world. In this paper, attempts are made to propose two notions regarding association rule measures. First, a quantitative criterion for estimating accuracy of association rule measures is presented. According to this criterion, a measure can be considered to be accurate if it assigns high scores to meaningful patterns that actually exist and low scores to arbitrary patterns that co-occur by coincidence. Next, complementary measures are presented to improve the accuracy of traditional association rule measures. By adopting the factor of market basket size, the devised measures attempt to discriminate the co-occurrence of itemsets in a small basket from another co-occurrence in a large basket. Intensive computer simulations under various workloads were performed in order to analyze the accuracy of various interestingness measures including traditional measures and the proposed measures.

• Asia pacific journal of information systems
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• v.19 no.1
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• pp.147-165
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• 2009

Virtual community(VC) will increasingly be organized as commercial enterprises, with the objective of earning an attractive financial return by providing members with valuable resources and environment. For example, Cyworld.com in Korea uses several community services to enable customers of Cyworld to take control of their own value as potential purchasers of products and services. Although initial adoption is important for online network service success, it does not necessarily result in the desired managerial performance unless the initial usage is continuously related to the continuous usage and purchase. Particularly, the customer who receives relevant online services and is well equipped with online network services, will trust the online service provider and perceive less risk and experience more activities such as continuous usage and purchase. Thus, how to promote continued online service usage or, alternatively, how to prevent discontinuance is a critical issue for VC service providers to consider. By aggregating a wide range of information and online environments for customers and providing trust to its members, the service providers of virtual communities help to reduce the perceived risk of continuous usage and purchase. Drill down, online service managers realize that achieving strong and sustained customers who continuously use online service and purchase on it is crucial. Therefore, the research into this online service continuance will identify the relationship between the initial usage and the continuous usage and purchase. The research of continuous usage or post adoption has recently emerged as an important issue in the IS literature. Individuals' information systems(IS) continuous usage decisions are congruent with consumers' repeat purchase decisions. The TAM(Technology Acceptance Model) paradigm has been strongly confirmed across a wide range from product purchase on EC to online service usage contexts. The analysis of IS usage based on TAM has proven to be successful across almost online service contexts. However, most of previous studies have focused on only an area (i.e., VC or EC). Just little research has tried to analyze the relationship between VC and EC. The effect of some factors on user intention, captured through several theories such as TAM, has been demonstrated. Yet, few studies have explored the salient relationships of VC users' EC acceptance. To fill this gap between VC and EC research, this paper attempts to develop a research model that extends the TAM perspective in view of the additional contributions of trust in the service provider and trust in members on some factors that affect EC and VC adoption. In this extension, we applied the TAM-to-TAM(T2T) model, and analyzed the transfer effect of trust between these two TAMs. The research model was empirically tested on the context of a social network service. The model was to extend TAM with the trust concept for the virtual community environment from the perspective of tasks. By building an extended model of TAM and examining the relationships between trust and the existing variables of TAM, it is aimed to explain a user's continuous intention to use VC and purchase on EC. The unit of analysis in this paper is an individual user of a virtual community. The population of interest is the individual with the experiences in virtual community. The data for this paper was made available via a Web survey of VC users. In total, 281 cases were gathered for about one week, but there were some missing values in the sample and there were some inappropriate cases. Thus, only 248 cases were finally analyzed. We chose the structural equation analysis to test the hypotheses and it is better suited for explaining complex relationships than the other methods. In this test, AMOS was used to test the Structural Equation Model (SEM). Noticeable results have been found in the T2T model regarding the factors affecting the intention to use of virtual community and loyalty. Our result showed that trust transfer plays a key role in forming the two adoption beliefs. Overall, this study preliminarily confirms the salience of trust transfer in online service.

• Journal of Food Hygiene and Safety
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• v.26 no.4
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• pp.410-416
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• 2011

Cereals are the main raw material for sunsik manufacture. As the fundamental processing step, it is very important to confirm the level of the microorganism contamination in the cereals. This study was carried out a micrbiological screening of cereal samples for sunsik from 19 companies located in South Korea. Ten kinds of cereals which were glutinous rice, barley, brownrice, blackbean, blackrice, blacksesame, sorghum, millet, perilla seed, and adlay were investigated. As the results, the contaminations of general bacterial were 3.1~8.6 log(CFU/g). The results of Escherichia coli were 1.0~3.4 log(CFU/g). There was no contamination of Salmonella. spp in any cereal samples except black sesame and mold was detected in barley. The experiment for microbiological contamination during sunsik processing was also investigated in this study. The results of general bacteria were detected as 5.1~8.5, 4.4~7.5, 1.0~2.3, 2.4~4.2, 1.0~4.0, 3.4~4.2, 4.3~5.2, and 3.3~5.5 log(CFU/g) during environment of warehousing, washing, steaming, 1st cooling, drying, 2nd cooling, grinding, and packaging process, respectively. The results of coliform were 1.0~2.0 log(CFU/g) during warehousing respectively. Mold was found in warehousing. In case of the instruments, the contaminations of general bacterial were 4.2~7.5, 0.1~2.0, 0.1~3.2, 3.7~4.0, 2.5~3.0, and 3.8~5.2 log(CFU/g) in cereals tanks, washing machines, grinding machines, packaging machines, and workrooms. The results of coliform were 2.4~4.0, 0.0~4.1 log(CFU/g) in cereals tanks and grinding machines, respectively. Mold were only found in cereals tanks, grinding machines, and workings. Therefore, the risk of hazard microorganisms contmination might be decrased as the exhaustive management is applied to the whole sunsik process.

• Journal of the Korean Society of Fisheries and Ocean Technology
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• v.34 no.3
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• pp.241-258
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• 1998

The experimental demersal trawl surveys to provide the essential information for the assessment, management and utilization of commercially important fish stocks in the southern waters of Korea were carried out during five research cruises between October 1996 and October 1997 by the training ship “KAYA” of Pukyong National University. The biological sampling was conducted by using the trawl net with a cover net of 36 mm in mesh size at 64 planned trawl stations during daylight to identify the biological characteristics of fish. Each catch was standardized into catch per unit of time and the catches at each trawl station were sorted, weighed and counted by species. The changes in catches of each fish species and the shifts in dominant species by seasions and sampling regions in the research area were analyzed, and the abundance of fish was estimated from the relationship between the trawl catches and the volume of the water column sampled by demersal trawls. The results obtained can be summarized as follows : 1. During the 64 demersal trawls conducted in the southern waters of Korea, 129 species including 112 species of fishes, 8 species of Cephalopoda and 7 species of Crustacea, were identified Also, during the 1996 and 1997 trawl surveys in the reseach area, a large number of commercially important species with small differences in proportion was found. me proportion of Japanese horse mackerel which comprised 19.8% of the total catch by weight was highest, followed by chub mackerel(15.0%), swordtip squid(9.0%), redwing searobin(6.2%), konoshiro gizzard shad(6.1%), Japanese flying squid(5.8%), silver pomfet(5.1%), blackmouth goosefish(5.1%), etc. Swordtip squid, Japanese flying squid, blackmouth goosefish and blackthroat seaperch were among the dominant species in all seasons with a relatively high and stab1e proportion(3.6~9.0%), and were widely distributed in the entire southern water of Korea. 2. The catch rates by cover net varied at 0.7~91.9% by weight of the total trawl catch by codend and cover net at 64 planned trawl stations and the mean catch rate was 44.4%. Species comprising a major portion of the catches by cover net mainly were swordtip squid, konoshiro gizzard shad, the juveniles of Japanese horse mackerel, blackthroat seaperch and chub mackerel, etc. 3. The distribution density of fish in terms of biomass per unit volume which derived from the catch data by 63 bottom trawl hauls in the southern waters of Korea ranged from 17.9 $\times$ 10-6 to 1,440.9 $\times$ 10-6kg/m3 with the mean value of 153.8 $\times$ 10-6 kg/m3. These fish densities varied between seasons, location of sampling stations and sea conditions. From these results, it is worth noting that the catch composition of multispecies and the increased occurrence of small fish in the southern waters of Korea may also result in new problems in determining the total allowable catch(TAC) levels for economically important species.

• Korean Journal of Ichthyology
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• v.28 no.2
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• pp.125-133
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• 2016

Sharks (Selachii) comprising about 510 valid species worldwide. Forty-three shark species belonging to 30 genera, 19 families and 8 orders have been found in Korean coastal waters, and all these are registered at the IUCN Red List as followings: endangered (EN) 1 species (2.3%) (vs. worldwide 15 spp., 3.2%), vulnerable (VU) 11 spp. (25.6%) (vs. 48 spp., 10.3%), near threatened (NT) 10 spp. (23.3%) (vs. 67 spp., 14.4%), least concern (LC) 9 spp. (20.9%) (vs. 115 spp., 24.7%), data deficient (DD) 12 spp. (27.9%) (vs. 209 spp., 44.9%), and critically endangered (CR) absent (vs. 11 spp., 2.4%). Twelve species among 43 sharks distributing in Korean waters are assessed as Threatened in the IUCN Red List categories and criteria as followings: Sphyrna lewini (EN, A2bd+4bd), Rhincodon typus (VU, A2bd+3d), Cetorhinus maximus (VU, A2ad+3d), Carcharodon carcharias (VU, A2cd+3cd), Isurus oxyrinchus (VU, A2abd+3bd+4abd), Alopias pelagicus (VU, A2d+4d), A. vulpinus (VU, A2bd+3bd+4bd), Carcharhinus plumbeus (VU, A2bd+4bd), S. zygaena (VU, A2bd+3bd+4bd), Squalus suckleyi (VU, A2bd+3bd+4bd), Squatina japonica (VU, A2d+4d), and S. nebulosa (VU, A2d+4d). Eighteen chondrichthyan species are registered in the list of the CITES Appendices, among them five sharks are distributing in Korean waters as Appendix II, i.e., R. typus, C. maximus, C. carcharias, S. lewini and S. zygaena. The scientific name of "Gobsangeo" has been changed from Squalus acanthias of the North Pacific to S. suckleyi, and "Mojorisangeo" from S. megalops of the Northwest Pacific to brevirostris.

• Asia pacific journal of information systems
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• v.19 no.2
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• pp.117-137
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• 2009

Recently, intelligent traffic information systems have enabled people to forecast traffic conditions before hitting the road. These convenient systems operate on the basis of data reflecting current road and traffic conditions as well as distance-based data between locations. Thanks to the rapid development of ubiquitous computing, tremendous context data have become readily available making vehicle route planning easier than ever. Previous research in relation to optimization of vehicle route planning merely focused on finding the optimal distance between locations. Contexts reflecting the road and traffic conditions were then not seriously treated as a way to resolve the optimal routing problems based on distance-based route planning, because this kind of information does not have much significant impact on traffic routing until a a complex traffic situation arises. Further, it was also not easy to take into full account the traffic contexts for resolving optimal routing problems because predicting the dynamic traffic situations was regarded a daunting task. However, with rapid increase in traffic complexity the importance of developing contexts reflecting data related to moving costs has emerged. Hence, this research proposes a framework designed to resolve an optimal route planning problem by taking full account of additional moving cost such as road traffic cost and weather cost, among others. Recent technological development particularly in the ubiquitous computing environment has facilitated the collection of such data. This framework is based on the contexts of time, traffic, and environment, which addresses the following issues. First, we clarify and classify the diverse contexts that affect a vehicle's velocity and estimates the optimization of moving cost based on dynamic programming that accounts for the context cost according to the variance of contexts. Second, the velocity reduction rate is applied to find the optimal route (shortest path) using the context data on the current traffic condition. The velocity reduction rate infers to the degree of possible velocity including moving vehicles' considerable road and traffic contexts, indicating the statistical or experimental data. Knowledge generated in this papercan be referenced by several organizations which deal with road and traffic data. Third, in experimentation, we evaluate the effectiveness of the proposed context-based optimal route (shortest path) between locations by comparing it to the previously used distance-based shortest path. A vehicles' optimal route might change due to its diverse velocity caused by unexpected but potential dynamic situations depending on the road condition. This study includes such context variables as 'road congestion', 'work', 'accident', and 'weather' which can alter the traffic condition. The contexts can affect moving vehicle's velocity on the road. Since these context variables except for 'weather' are related to road conditions, relevant data were provided by the Korea Expressway Corporation. The 'weather'-related data were attained from the Korea Meteorological Administration. The aware contexts are classified contexts causing reduction of vehicles' velocity which determines the velocity reduction rate. To find the optimal route (shortest path), we introduced the velocity reduction rate in the context for calculating a vehicle's velocity reflecting composite contexts when one event synchronizes with another. We then proposed a context-based optimal route (shortest path) algorithm based on the dynamic programming. The algorithm is composed of three steps. In the first initialization step, departure and destination locations are given, and the path step is initialized as 0. In the second step, moving costs including composite contexts into account between locations on path are estimated using the velocity reduction rate by context as increasing path steps. In the third step, the optimal route (shortest path) is retrieved through back-tracking. In the provided research model, we designed a framework to account for context awareness, moving cost estimation (taking both composite and single contexts into account), and optimal route (shortest path) algorithm (based on dynamic programming). Through illustrative experimentation using the Wilcoxon signed rank test, we proved that context-based route planning is much more effective than distance-based route planning., In addition, we found that the optimal solution (shortest paths) through the distance-based route planning might not be optimized in real situation because road condition is very dynamic and unpredictable while affecting most vehicles' moving costs. For further study, while more information is needed for a more accurate estimation of moving vehicles' costs, this study still stands viable in the applications to reduce moving costs by effective route planning. For instance, it could be applied to deliverers' decision making to enhance their decision satisfaction when they meet unpredictable dynamic situations in moving vehicles on the road. Overall, we conclude that taking into account the contexts as a part of costs is a meaningful and sensible approach to in resolving the optimal route problem.