• Journal of the Economic Geographical Society of Korea
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• v.17 no.3
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• pp.502-516
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• 2014

This study has decomposed the Gini coefficient using Korean Labor & Income Panel Study data and empirically analyzed the impact of demographic characteristics and source-specific income of householder on the household income gap using panel analysis. The scope of areas were divided into 'nationwide,' 'metropolitan areas,' and 'non-metropolitan areas,' and the period before and after the global financial crisis was examined. The analysis findings are as follows. First, when the entire period was examined by income source using Gini decomposition with division of areas into 'nationwide,' 'metropolitan areas,' and 'non-metropolitan areas', the following results were revealed. The absolute and relative contribution level of property income to the gross income was the largest in the category of 'nationwide' and 'metropolitan areas,' while the contribution level of earned income was the largest in the category of 'non-metropolitan areas'. In addition, property income worsened the household income gap the most in the category of 'nationwide' and 'metropolitan areas.' Second, property income worsened the household income gap less after the financial crisis than before the crisis. It is probably because the price of real estate skyrocketed before the global financial crisis, worsening the household income gap, whereas the price drop after the crisis temporarily alleviated the gap. Third, a correlation analysis revealed that households with older householders whose education is high school graduation or below had relatively low gross income, and households with higher source-specific income, especially earned income, had relatively high gross income. Fourth, when the household income determinants were compared through panel analysis with division of areas into 'nationwide,' 'metropolitan areas,' and 'non-metropolitan areas,' the following results were obtained. While the impact of earned income, financial income, and other incomes was greater in non-metropolitan areas than in metropolitan areas, the impact of property income was greater in metropolitan areas than in non-metropolitan areas. To reduce the income gap, the government should impose higher taxes on the high-income class and provide tax benefits to the low-income class, with efforts to create a wide variety of jobs. In addition, since income inequality gets worse as the proportion of incomes generated through asset holdings becomes higher, the government should focus on stabilizing property prices while paying attention to the regional differentiation when carrying out related policies.

• The Korean Journal of Air & Space Law and Policy
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• v.28 no.2
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• pp.349-384
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• 2013

The Sputnik 1 launching in 1957 made the world recognize the necessity of international regulations on space development and activities in outer space. The United Nations established COPUOS the very next year, and adopted the mandate to examine legal issues concerning the peaceful uses of outer space. At the time, the military sector of the U.S.A. and the Soviet Union were in charge of the space development and they were not welcomed to discuss the prohibition of the military uses of outer space at the legal section in the COPUOS. Although both countries had common interests in securing the freedom of military uses in outer space. As the social and economic benefits derived from space activities have become more apparent, civil expenditures on space activities have continued to increase in several countries. Virtually all new spacefaring states explicitly place a priority on space-based applications to support social and economic development. Such space applications as satellite navigation and Earth imaging are core elements of almost every existing civil space program. Likewise, Moon exploration continues to be a priority for such established spacefaring states as China, Russia, India, and Japan. Recently, Companies that manufacture satellites and ground equipment have also seen significant growth. On 25 February 2012 China successfully launched the eleventh satellite for its indigenous global navigation and positioning satellite system, Beidou. Civil space activities began to grow in China when they were allocated to the China Great Wall Industry Corporation in 1986. China Aerospace Corporation was established in 1993, followed by the development of the China National Space Administration. In Japan civil space was initially coordinated by the National Space Activities Council formed in 1960. Most of the work was performed by the Institute of Space and Aeronautical Science of the University of Tokyo, the National Aerospace Laboratory, and, most importantly, the National Space Development Agency. In 2003 all this work was assumed by the Japanese Aerospace Exploration Agency(JAXA). Japan eases restrictions on military space development. On 20 June 2012 Japan passed the Partial Revision of the Cabinet Establishment Act, which restructured the authority to regulate Japanese space policy and budget, including the governance of the JAXA. Under this legislation, the Space Activities Commission of the Ministry of Education, Culture, Sports, Science, and Technology, which was responsible for the development of Japanese space program, will be abolished. Regulation of space policy and budget will be handed over to the Space Strategy Headquarter formed under the Prime Minister's Cabinet. Space Strategy will be supported by a Consultative Policy Commission as an academics and independent observers. By revoking Article 4 (Objectives of the Agency) of a law that previously governed JAXA and mandated the development of space programs for "peaceful purposes only," the new legislation demonstrates consistency with Article 2 of the 2008 Basic Space Law. In conformity with the principles laid down in the 1967 Outer Space Treaty JAXA is now free to pursue the non-aggressive military use of space. New legislation is the culmination of a decade-long process that sought ways to "leverage Japan's space development programs and technologies for security purposes, to bolster the nation's defenses in the face of increased tensions in East Asia." In this connection it would also be very important and necessary to create an Asian Space Agency(ASA) for strengthening cooperation within the Asian space community towards joint undertakings.

• International Commerce and Information Review
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• v.13 no.4
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• pp.177-201
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• 2011

Myanmar had fallen behind other southeast asian nations since Burmese way to Socialism settled down. However, historically second election in Myanmar hold in 2011 and dramatic changes in areas such as Special Economic Zone announcement, the very huge inflows of foreign direct investment in a year of 2009, the infrastructure building projects, a permit of the right to strike for Labour Organization in Myanmar etc. Particularly, Foreign investments and trade with neighbouring countries are actively growing and also with Korea. But investments of Korea in Myanmar relatively are not diversity, with limited sectors such as mining and sewing manufacturing. In this point of view, this paper is trying to make implications for strategies of entry and investments of Korea in Myanmar by using previous papers related to Myanmar economies, trade and foreign investments with updated statistical data. The implications for Korea is that recently Myanmar economy is in its early stages of development. Although it can occur huge demand of railway, road, communications and constructions related to social infrastructures essentially needed for development of a country, these sectors relatively need huge investments. On the other hands, textile and sewing industry relatively need smaller investments in which investors can utilize low labour cost and a position for export to third countries. But those firms which set up for those purpose in Myanmar might have trouble creating domestic markets in future. Moreover, due to demand which occur in the early stage of growth in Myanmar, trade volume tend to increase and trading is also possible to invest but Myanmar still have lots of problems with infrastructure such as road and logistics and we need to make pre-survey for the costs and benefits of our products Finally, Myanmar government is trying to promote and encourage some of industries such as export-oriented industry, import substitution industry and labour-intensive industry. It can also means they will accumulate capital which can be sources for Myanmar economic growth.

• Journal of Climate Change Research
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• v.1 no.2
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• pp.163-177
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• 2010

This study analyzes the economies of photovoltaic systems in an apartment complex of 1,185 households, in cases of feed-in tariff and subsidy for solar home program of the government. When including the revenue only from electricity sales, NPVs of subsidy and that of feed-in tariff are -560 million KRW and -87 million KRW respectively. With the avoided social cost included without the revenues from CERs, NPVs of subsidy and feed-in tariff are -556 million KRW and -84 million KRW respectively. With the revenues from CERs, NPV of subsidy is -526 million KRW and NPV of feed-in tariff is -54 million KRW. As results of sensitivity analysis based on the changes in capital costs and discount rates, while all scenarios with subsidy including the revenues from CERs are not commercially viable, all scenarios with feed-in tariff exclusive of the revenues from CERs are commercially viable when discount rate is less than 7.2% or capital cost is less than 6,840 thousand KRW/kW. In the cases that include the avoided social cost, while all scenarios with subsidy including the avoided social cost as well as the revenues from CERs are not commercially viable, all scenarios with feed-in tariff are commercially viable without the revenues from CERs when discount rate is less than 7.2% or capital cost is less than 6,856 thousand KRW/KW. The results indicate that the changes in discount rates do not influence the revenues from CERs, but the revenues from electricity sale. Considering that the number of apartment complex and the positive environmental and social benefits from PV system, government needs to promote its diffusion.

• Economic and Environmental Geology
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• v.54 no.2
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• pp.285-297
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• 2021

Globally, nuclear-decommissioning facilities have been increased in number, and thereby hundreds of thousands of wastes, such as concrete, soil, and metal, have been generated. For this reason, there have been numerous efforts and researches on the development of technology for volume reduction and recycling of solid radioactive wastes, and this study reviewed and examined thoroughly such previous studies. The waste concrete powder is rehydrated by other processes such as grinding and sintering, and the processes rendered aluminate (C3A), C4AF, C3S, and ��-C2S, which are the significant compounds controlling the hydration reaction of concrete and the compressive strength of the solidified matrix. The review of the previous studies confirmed that waste concretes could be used as recycling cement, but there remain problems with the decreasing strength of solidified matrix due to mingling with aggregates. There have been further efforts to improve the performance of recycling concrete via mixing with reactive agents using industrial by-products, such as blast furnace slag and fly ash. As a result, the compressive strength of the solidified matrix was proved to be enhanced. On the contrary, there have been few kinds of researches on manufacturing recycled concretes using soil wastes. Illite and zeolite in soil waste show the high adsorption capacity on radioactive nuclides, and they can be recycled as solidification agents. If the soil wastes are recycled as much as possible, the volume of wastes generated from the decommissioning of nuclear power plants (NPPs) is not only significantly reduced, but collateral benefits also are received because radioactive wastes are safely disposed of by solidification agents made from such soil wastes. Thus, it is required to study the production of non-sintered cement using clay minerals in soil wastes. This paper reviewed related domestic and foreign researches to consider the sustainable recycling of concrete waste from NPPs as recycling cement and utilizing clay minerals in soil waste to produce unsintered cement.

• Journal of the Korean Society of Floral Art and Design
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• no.44
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• pp.33-51
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• 2021

This thesis analyzes the formal characteristics of Dutch flower still life from the 17th century to the early 18th century and looks into the relevance with the Dutch art market from a macro perspective. The 17th Flower Still Life is to represent social hierarchy in that as the imported exotic, recherch items, the flowers were classified in the terms of their rarity and expensiveness. For this intriguing research, the subject is circumscribed to a vase of flowers, which is the quintessence of In the form of various Dutch Flower Still Life. Dutch society in the early 17th century was centered on the civilian class engaged in trade and commerce, which allowed them to purchase art works to show off their wealth, economic benefits and satisfaction of aesthetic tastes. Among them, the popularity of flower still life was related to the concentrated demand for rare flowers from the new continent. Accordingly, exact depiction and sense of the three dimensional manner were highly regarded in the early flower still life. For the tastes of the wealthy citizens who succeeded in business, the identity of flowers and the actual screen were considered as important. However, after the mid 17th century, economic growth in the Netherlands put an end, and the art market was also on a downward path. The demand class of flower still life has gotten farther away from the spirit of businessmen and has changed into city aristocrats who were stable rentiers. Their tastes laid emphasis on subjective sensibility, which meant that aristocratic, asymmetric, and dramatic chiaroscuro were preferred rather than being realistic. Furthermore, in the 18th century illusionistic realism was abandoned as an expression method of the planar characteristics and a new era in the floral still life was ushered with the reinforcement of decorative effect. From this perspective, it is not an exaggeration to say that romanticism, which is thought of as the beginning of Contemporary Art, originated from the aesthetic taste of Dutch civic culture.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.1
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• pp.285-301
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• 2020

Looking at the problem of aging in the nation from a demographic perspective, it is not a problem of the overall population, but of the structure of the population. It is the baby boomer and post-baby boomers, the largest population in the country. Baby boomers were born between 1955 and 1963, and currently have a population of 7001,333, which is 13.6 percent (as of 2015). The Post-Baby Boomer generation was born between 1964 and 1974, with a total population of 9,567,171, accounting for 18.8 percent of the total population. In particular, baby boomers and post-baby boomers (32.4% of the total population) have begun to retire or will retire soon. The average life expectancy continues to increase due to the development of medical technology, and the falling birth rate of newborns and the declining population of the production population are darkening the domestic economy. In a policy proposal aimed at easing the nation's falling economic growth rate, women's participation rate is as high as Sweden and men's efforts to increase it as high as Japan's, while the elderly rate is desirable to maintain Korea's high level. This is because the expansion of the elderly generation's participation in economic activities could ease a sharp drop in economic growth and reduce the burden of supporting the elderly population. The study, based on this social problem awareness and problem solving plan, looks at the relationship between career orientation and satisfaction in start-up education based on the diverse career base of active seniors, and also suggests the importance of customized start-up education on the diversity of active seniors by clarifying the relationship between them, and suggests the desirable direction of senior start-up policy design, funding, and start-up education. Based on the theoretical background, the concept of five factors was defined: active senior, career-oriented, satisfaction level of start-up education, willingness to start a business, and the concept definition of an active senior, which is particularly key to the baby boomers in their 50s and 60s, is generally regarded as a source of consumption or welfare benefits, but in this study, the concept of active start-up is reflected in the domestic start-up market by young people in their 40s, 50s and 60s. As a result of a hypothesis test. Hypothesis 1 and Hypothesis 5: Career orientation has been verified to affect the willingness to start a business and the behavior of preparation for a start-up. Hypothesis 3: The willingness to start a business has been verified as having an effect between startup preparation actions. Hypothesis 4: The satisfaction level of start-up education has been verified to affect start-up preparation behavior. However, hypothesis 2: The satisfaction level of education for start-ups does not affect the willingness to start a business. Such results can be inferred that satisfaction in start-up education does not have a direct effect on the will to start a business and increases the will to start a business through the influence of personal career orientation.

• Asia pacific journal of information systems
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• v.22 no.3
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• pp.99-124
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• 2012

Our society has long been talking about necessity for innovation. Since companies in particular need to carry out business innovation in their overall processes, they have attempted to apply many innovation factors on sites and become to pay more attention to their innovation. In order to achieve this goal, companies has applied various information technologies (IT) on sites as a means of innovation, and consequently IT have been greatly developed. It is natural for the field of IT to have faced another revolution which is called cloud computing, which is expected to result in innovative changes in software application via the Internet, data storing, the use of devices, and their operations. As a vehicle of innovation, cloud computing is expected to lead the changes and advancement of our society and the business world. Although many scholars have researched on a variety of topics regarding the innovation via IT, few studies have dealt with the issue of could computing as IT. Thus, the purpose of this paper is to set the variables of innovation attributes based on the previous articles as the characteristic variables and clarify how these variables affect "Performance Expectancy" of companies and the intention of using cloud computing. The result from the analysis of data collected in this study is as follows. The study utilized a research model developed on the innovation diffusion theory to identify influences on the adaptation and spreading IT for cloud computing services. Second, this study summarized the characteristics of cloud computing services as a new concept that introduces innovation at its early stage of adaptation for companies. Third, a theoretical model is provided that relates to the future innovation by suggesting variables for innovation characteristics to adopt cloud computing services. Finally, this study identified the factors affecting expectation and the intention to use the cloud computing service for the companies that consider adopting the cloud computing service. As the parameter and dependent variable respectively, the study deploys the independent variables that are aligned with the characteristics of the cloud computing services based on the innovation diffusion model, and utilizes the expectation for performance and Intention to Use based on the UTAUT theory. Independent variables for the research model include Relative Advantage, Complexity, Compatibility, Cost Saving, Trialability, and Observability. In addition, 'Acceptance for Adaptation' is applied as an adjustment variable to verify the influences on the expected performances from the cloud computing service. The validity of the research model was secured by performing factor analysis and reliability analysis. After confirmatory factor analysis is conducted using AMOS 7.0, the 20 hypotheses are verified through the analysis of the structural equation model, accepting 12 hypotheses among 20. For example, Relative Advantage turned out to have the positive effect both on Individual Performance and on Strategic Performance from the verification of hypothesis, while it showed meaningful correlation to affect Intention to Use directly. This indicates that many articles on the diffusion related Relative Advantage as the most important factor to predict the rate to accept innovation. From the viewpoint of the influence on Performance Expectancy among Compatibility and Cost Saving, Compatibility has the positive effect on both Individual Performance and on Strategic Performance, while it showed meaningful correlation with Intention to Use. However, the topic of the cloud computing service has become a strategic issue for adoption in companies, Cost Saving turns out to affect Individual Performance without a significant influence on Intention to Use. This indicates that companies expect practical performances such as time and cost saving and financial improvements through the adoption of the cloud computing service in the environment of the budget squeezing from the global economic crisis from 2008. Likewise, this positively affects the strategic performance in companies. In terms of effects, Trialability is proved to give no effects on Performance Expectancy. This indicates that the participants of the survey are willing to afford the risk from the high uncertainty caused by innovation, because they positively pursue information about new ideas as innovators and early adopter. In addition, they believe it is unnecessary to test the cloud computing service before the adoption, because there are various types of the cloud computing service. However, Observability positively affected both Individual Performance and Strategic Performance. It also showed meaningful correlation with Intention to Use. From the analysis of the direct effects on Intention to Use by innovative characteristics for the cloud computing service except the parameters, the innovative characteristics for the cloud computing service showed the positive influence on Relative Advantage, Compatibility and Observability while Complexity, Cost saving and the likelihood for the attempt did not affect Intention to Use. While the practical verification that was believed to be the most important factor on Performance Expectancy by characteristics for cloud computing service, Relative Advantage, Compatibility and Observability showed significant correlation with the various causes and effect analysis. Cost Saving showed a significant relation with Strategic Performance in companies, which indicates that the cost to build and operate IT is the burden of the management. Thus, the cloud computing service reflected the expectation as an alternative to reduce the investment and operational cost for IT infrastructure due to the recent economic crisis. The cloud computing service is not pervasive in the business world, but it is rapidly spreading all over the world, because of its inherited merits and benefits. Moreover, results of this research regarding the diffusion innovation are more or less different from those of the existing articles. This seems to be caused by the fact that the cloud computing service has a strong innovative factor that results in a new paradigm shift while most IT that are based on the theory of innovation diffusion are limited to companies and organizations. In addition, the participants in this study are believed to play an important role as innovators and early adapters to introduce the cloud computing service and to have competency to afford higher uncertainty for innovation. In conclusion, the introduction of the cloud computing service is a critical issue in the business world.

• Journal of Distribution Research
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• v.17 no.1
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• pp.37-63
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• 2012

In franchise business, exclusive sales territory (sometimes EST in table) protection is a very important issue from an economic, social and political point of view. It affects the growth and survival of both franchisor and franchisee and often raises issues of social and political conflicts. When franchisee is not familiar with related laws and regulations, franchisor has high chance to utilize it. Exclusive sales territory protection by the manufacturer and distributors (wholesalers or retailers) means sales area restriction by which only certain distributors have right to sell products or services. The distributor, who has been granted exclusive sales territories, can protect its own territory, whereas he may be prohibited from entering in other regions. Even though exclusive sales territory is a quite critical problem in franchise business, there is not much rigorous research about the reason, results, evaluation, and future direction based on empirical data. This paper tries to address this problem not only from logical and nomological validity, but from empirical validation. While we purse an empirical analysis, we take into account the difficulties of real data collection and statistical analysis techniques. We use a set of disclosure document data collected by Korea Fair Trade Commission, instead of conventional survey method which is usually criticized for its measurement error. Existing theories about exclusive sales territory can be summarized into two groups as shown in the table below. The first one is about the effectiveness of exclusive sales territory from both franchisor and franchisee point of view. In fact, output of exclusive sales territory can be positive for franchisors but negative for franchisees. Also, it can be positive in terms of sales but negative in terms of profit. Therefore, variables and viewpoints should be set properly. The other one is about the motive or reason why exclusive sales territory is protected. The reasons can be classified into four groups - industry characteristics, franchise systems characteristics, capability to maintain exclusive sales territory, and strategic decision. Within four groups of reasons, there are more specific variables and theories as below. Based on these theories, we develop nine hypotheses which are briefly shown in the last table below with the results. In order to validate the hypothesis, data is collected from government (FTC) homepage which is open source. The sample consists of 1,896 franchisors and it contains about three year operation data, from 2006 to 2008. Within the samples, 627 have exclusive sales territory protection policy and the one with exclusive sales territory policy is not evenly distributed over 19 representative industries. Additional data are also collected from another government agency homepage, like Statistics Korea. Also, we combine data from various secondary sources to create meaningful variables as shown in the table below. All variables are dichotomized by mean or median split if they are not inherently dichotomized by its definition, since each hypothesis is composed by multiple variables and there is no solid statistical technique to incorporate all these conditions to test the hypotheses. This paper uses a simple chi-square test because hypotheses and theories are built upon quite specific conditions such as industry type, economic condition, company history and various strategic purposes. It is almost impossible to find all those samples to satisfy them and it can't be manipulated in experimental settings. However, more advanced statistical techniques are very good on clean data without exogenous variables, but not good with real complex data. The chi-square test is applied in a way that samples are grouped into four with two criteria, whether they use exclusive sales territory protection or not, and whether they satisfy conditions of each hypothesis. So the proportion of sample franchisors which satisfy conditions and protect exclusive sales territory, does significantly exceed the proportion of samples that satisfy condition and do not protect. In fact, chi-square test is equivalent with the Poisson regression which allows more flexible application. As results, only three hypotheses are accepted. When attitude toward the risk is high so loyalty fee is determined according to sales performance, EST protection makes poor results as expected. And when franchisor protects EST in order to recruit franchisee easily, EST protection makes better results. Also, when EST protection is to improve the efficiency of franchise system as a whole, it shows better performances. High efficiency is achieved as EST prohibits the free riding of franchisee who exploits other's marketing efforts, and it encourages proper investments and distributes franchisee into multiple regions evenly. Other hypotheses are not supported in the results of significance testing. Exclusive sales territory should be protected from proper motives and administered for mutual benefits. Legal restrictions driven by the government agency like FTC could be misused and cause mis-understandings. So there need more careful monitoring on real practices and more rigorous studies by both academicians and practitioners.

• Asia Marketing Journal
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• v.12 no.4
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• pp.137-164
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• 2011

In the past, retailers secured customer loyalty by offering convenient locations, unique assortments of goods, better services than competitors, and good credit policy. All this has changed. Goods assortments among stores have become more alike as national-brand manufacturers place their goods in more and more retail stores. Service differentiation also has eroded. Many department stores have trimmed services, and many discount stores have increased theirs. Customers have become smarter shoppers. They don't pay more for identical brands, especially when service differences have diminished. In the face of increased competition from discount storess and specialty stores, department stores are waging a comeback war. Growth of intertype competition, competition between store-based and non-store-based retailing and growing investment in technology are changing the way consumers shop and retailers sell. Different types of stores-discount stores, catalog showrooms, department stores-all compete for the same consumers by carrying the same type of merchandise. The biggest winners are retailers that have helped shoppers to be economically cautious, simplified their increasingly busy and complicated lives, and provided an emotional connection. The growth of e-retailers has forced traditional brick-and-mortar retailers to respond. Basically brick-and-mortar retailers utilize their natural advantages, such as products that shoppers can actually see, touch, and test, real-life customer service, and no delivery lag time for small-sized purchases. They also provide a shopping experience as a strong differentiator. They are adopting practices as calling each shopper a "guest". The store atmosphere should match the basic motivations of the shopper. If target consumers are more likely to be in a task-oriented and functional mindset, then a simpler, more restrained in-store environment may be better. Consistent with this reasoning, some retailers of experiential products are creating in-store entertainment to attract customers who want fun and excitement. The retail experience must deliver value to turn a one-time visitor into a loyal customer. Retailers need a tool that measures the full range of components that define experience-based value. This study uses an experiential value scale(EVS) developed by Mathwick, Malhotra and Rigdon(2001) which reflects the benefits derived from perceptions of playfulness, aesthetics, customer "return on investment" and service excellence. EVS is useful to predict differences in shopping preferences and patronage behavior of customers. EVS consists of items measuring efficiency, economic value, visual appeal, entertainment value, service excellence, escapism, and intrinsic enjoyment, which are subscales of experiencial value. Efficiency, economic value, service excellence are linked to the utilitarian shopping value. And visual appeal, entertainment value, escapism and intrinsic enjoyment are linked to hedonic shopping value. It has been found that consumers value hedonic experiences activated from escapism and attractiveness of shopping environment as much as the product quality, price, and the convenient location. As a result, many department stores, discount stores, and other retailers are introducing differential marketing strategy based on emotional/hedonic values. Many researches suggest that consumers go shopping not only for buying products but also for various shopping experiences. In other words, they seek the practical, rational value as well as social, recreational values in the shopping process(Babin et al, 1994; Bloch et al, 1994). Retailers may enhance buyer's loyalty to store by providing excellent emotional/hedonic value such as the excitement from shopping, not just the practical value of buying good products efficiently. We investigate the effect of perceived shopping values on the emotional experience and store loyalty based on the EVS(Experiential Value Scales) developed by Holbrook(1994), Mathwick, Malhotra and Rigdon(2001). This study assumes that the relative effect of shopping value dimensions on the responses of shoppers will differ according to types of stores and analyzes the moderating effect of store type(department store VS. discount store) on the causal relationship between shopping value dimensions and store loyalty. Emprical results show that utilitarian values of shopping experience and hedonic value of shipping experience give the positive effect on the emotional response of consumers and store loyalty. We also found the moderating effect of store types. The effect of utilitarian shopping values on the attitude toward discount store is higher than the effect of utilitarian shopping values on the attitude toword department store. And the effect of hedonic shopping value on the emotional response to discount store is higher than on the emotional response to department store. The empirical results reflect on the recent trend that discount stores try to fulfill the hedonic needs of consumers as well as utilitarian needs(i.e, low price) that discount stores traditionally have focused on