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A Study on Switching Intention of Mobile Telecommunication Service User: Focused on Group Differences Based on Innovativeness (이동통신 서비스 이용자의 전환의도에 관한 연구: 개인 혁신성에 따른 집단 간의 차이를 중심으로)

  • Oh, Jong-Chul;Yoon, Sung-Joon
    • Journal of Global Scholars of Marketing Science
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    • v.19 no.1
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    • pp.9-21
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    • 2009
  • Recently, the researches to explain Switching Behavior through Theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. Thus, this study investigated whether switching cost and alternative's attractiveness influence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention. For these purposes the author has developed several hypotheses as follows: H-1. The switching cost of different MTS is associated with the attitude of MTS which is using. H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using. H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using. H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using. H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using. H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using. H-7. The switching cost of different MTS is associated with the switching intention. H-8. The alternative's attractiveness of different MTS is associated with the switching intention. H-9. The attitude of MTS is associated with the switching intention. H-10. The subjective norm of MTS is associated with the switching intention. H-11. The perceived behavior control of MTS is associated with the switching intention. H-12. The personal innovativeness has been a moderating effects to switching intention. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI= 0.863, IFI= 0.939, NFI= 0.917, RMSEA= 0.079, TLI= 0.922. The results of the overall model analysis were coherent. The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry.

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Effects of Dietary Fiber and Fat Sources on Lipid Contents of Serum and Tissues in Rats Fed Cholesterol Diet (식이섬유와 지방의 종류가 고콜레스테롤식을 섭취한 흰쥐의 혈청과 조직의 지질성분에 미치는 영향)

  • Park, Yaung-Ja;Kwon, Kee-Hwa
    • Journal of the East Asian Society of Dietary Life
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    • v.7 no.4
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    • pp.411-418
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    • 1997
  • The purpose of this research was to investigate the effects of 10%(w/w) of various dietary fiber, pectin(P), lignin(L), cellulose(C) and fiber-free (F) on lipid content of serum, liver and intestinal tissues in rats fed 10% coix oil (C)-or lard(L)-1% cholesterol diets for four weeks. The lard pectin(LP) group was the lowest In body weight gain and feed intake. Liver weight was not affected by dietary fiber and fat sources, and intestinal weight was higher in pectin(CP, LP) groups than in the other groups. Serum cholesterol was significantly lower in pectin(CP, LP) groups than in fiber-free(CF, LF) groups, and was higher in lard fiber-free(LF) than In the other groups(p<0.05). Serum triglycerides was significantly lower in coix oil pectin(CP) and lignin(CL, LL) than in fiber-free(CF, LF) groups. Liver total lipid and cholesterol content was significantly lower In pectin than In lard fiber-free group, and liver triglycerides was lower in coix oil pectin(CP) than in fiber-free groups (p<0.05). Lipid content of intestinal tissue was not affected by dietary fiber source. But total lipid and triglyceride content of intestinal tissues was significantly lower, and cholesterol content was higher in coix oil than in lard group(p<0.05). These results indicate that pectin and lignin reduced serum cholesterol. Pectin also decreased total lipid, cholesterol and triglyceride contents of liver in rats fed either coix oil-or lard-cholesterol diets whereas lignin did not affect liver lipid content.

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Community Structure of Pinus densiflora and Quercus mongolica forest in Jochimryeong to Shinbaeryeong of the Baekdudaegan (백두대간 조침령-신배령 구간 소나무림과 신갈나무림의 군락구조)

  • Lee, Ha Young;Kim, Hye Jin;Shin, Hak Sub;Han, Sang Hak;Ko, Seung Yeon;Song, Ju Hyeon;Lee, Jung Hyo;Jang, Kyung Hwan;Yun, Chung Weon
    • Journal of Korean Society of Forest Science
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    • v.103 no.3
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    • pp.339-352
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    • 2014
  • The study was carried out to analyze vegetation structure of Pinus densiflora and Quercus mongolica forests located in Jochimryeong to Shinbaeryeong of the Baekdudaegan mountain range. The survey for 50 plots was conducted from April 2012 to August 2013 in the permanent plots ($100m{\times}100m$) using phytosociological analysis. As a result, the vegetations were classified into five vegetation units. In species composition, they were classified into Q. mongolica community group divided into 2 community such as Fraxinus rhynchophylla community and Carpinus cordata community, F. rhynchophylla community was subdivided Pinus densiflor group (into Euonymus sachalinensis subgroup, Vitis coignetiae subgroup) and Juglans mandshurica group. C. cordata community was subdivided Acer komarovii group and Betula ermanii group. In terms of importance value, P. densiflora and Q. mongolica were more than 20% respectively. P. densiflora was found to have the highest relative coverage. Analysis of interspecific association showed four types which were coincident with differential species and character species on the constancy table. Based on the diameter class distribution, P. densiflora forest presented a normal distribution pattern except for other species which showed a reverse Jshaped distribution pattern, therefore P. densiflora forest would likely be replaced by Q. mongolica forests. While in Q. mongolica forest, diameter class distribution of all species population presented a reverse J-shaped distribution pattern, therefore Q. mongolica forest could likely remain in the future.

Total Folate Contents of 15 Edible Plants Consumed in Korea Using Trienzyme Extraction Method (국내 소비되는 봄나물의 Trienzyme 추출법을 적용한 엽산 함량 분석)

  • Kim, Bo Min;Kim, So-Min;Oh, Ji Yeon;Cho, Young-Sook;Kim, Se-Na;Choi, Youngmin
    • Journal of the Korean Society of Food Science and Nutrition
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    • v.43 no.11
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    • pp.1796-1800
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    • 2014
  • Trienzyme digestion (AOAC Official Method 2004.05) procedure using protease, ${\alpha}$-amylase, and chicken pancreas conjugase was evaluated to determine its usefulness in the microbiological quantitation of total folate in foods. Folate values obtained by alkali hydrolysis (Korean Food Standards Codex) were compared to those obtained by the trienzyme method for four certified reference materials (CRM) representing diverse matrixes. Trienzyme treatment increased measurable folate from most CRM compared to levels found after alkali hydrolysis. The largest increases were observed with CRM 487 (pig liver, 5.8-fold) and CRM 121 (whole meal flour, 3.1-fold) after trienzyme digestion. Using trienzyme digestion method, total folate contents of raw and blanched edible plants were determined. Eleutherococcus senticosus ($146.9{\mu}g/100g$) showed the highest total folate content, followed by Aster glehni F. Schmidt ($142.8{\mu}g/100g$) and Ledebouriella seseloides H. Wolff ($140.4{\mu}g/100g$) on a wet weight basis. Blanching of samples resulted in an insignificant decrease in folate content for five samples and 11~63% reduction for nine samples. Our finding suggests that trienzyme digestion method is accurate for the determination of food folate in leafy vegetables.

Quantitative Microbial Risk Assessment Model for Staphylococcus aureus in Kimbab (김밥에서의 Staphylococcus aureus에 대한 정량적 미생물위해평가 모델 개발)

  • Bahk, Gyung-Jin;Oh, Deog-Hwan;Ha, Sang-Do;Park, Ki-Hwan;Joung, Myung-Sub;Chun, Suk-Jo;Park, Jong-Seok;Woo, Gun-Jo;Hong, Chong-Hae
    • Korean Journal of Food Science and Technology
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    • v.37 no.3
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    • pp.484-491
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    • 2005
  • Quantitative microbial risk assessment (QMRA) analyzes potential hazard of microorganisms on public health and offers structured approach to assess risks associated with microorganisms in foods. This paper addresses specific risk management questions associated with Staphylococcus aureus in kimbab and improvement and dissemination of QMRA methodology, QMRA model was developed by constructing four nodes from retail to table pathway. Predictive microbial growth model and survey data were combined with probabilistic modeling to simulate levels of S. aureus in kimbab at time of consumption, Due to lack of dose-response models, final level of S. aureus in kimbeb was used as proxy for potential hazard level, based on which possibility of contamination over this level and consumption level of S. aureus through kimbab were estimated as 30.7% and 3.67 log cfu/g, respectively. Regression sensitivity results showed time-temperature during storage at selling was the most significant factor. These results suggested temperature control under $10^{\circ}C$ was critical control point for kimbab production to prevent growth of S. aureus and showed QMRA was useful for evaluation of factors influencing potential risk and could be applied directly to risk management.

Effects of Chromium (VI) Exposure on the Placental Function and Reproduction in Rats (6가 크롬 폭로가 랫트의 태반 기능과 출산에 미치는 영향)

  • Lee, Heun;Moon, Deog-Hwan;Lee, Chae-Un;Kang, Sung-Goo;Son, Byung-Chul;Kim, Dae-Hwan;Lee, Chang-Hee;Kim, Jung-Won;Lee, Chae-Kwan;Chun, Jin-Ho
    • Journal of Preventive Medicine and Public Health
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    • v.37 no.2
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    • pp.157-165
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    • 2004
  • Objectives : This study aimed to investigate the toxic effects of chromium (VI) on the placental function and reproduction in rats. For the study, the placental prolactin-growth hormone (PRL-GH) gene expression, placental trophoblast cell differentiation and reproductive data were analyzed. Methods : The pregnancies of F344 Fisher rats were checked by the presence of a copulatory plug or sperm in the vaginal smear, which was defined as day 0 of the pregnancy. Pregnant rats were divided into the three groups. The control group was given tap water (chromium level < 0.001 ppm) and the remaining groups were given 250 or 750 ppm of chromium (VI) [as potassium dichromate], from day 7 to 19 of the pregnancy. Rats were sacrificed at days 11 and 20 of pregnancy. The mRNA levels of PRL-GH and Pit-1a and b isotype genes were analyzed by Northern blot hybridization and reverse transcription-polymerase chain reaction (RT-PCR). The hormonal concentration was analyzed by radioimmunoassay, and the differentiation of placental trophoblast cells were observed by histochemical studies. Reproductive data, such as placental and fetal weights, pregnancy period, and litter size, were surveyed at day 20 of pregnancy and after birth. A statistical analysis was carried out using the SAS program (version 8.1). Results : The mRNA levels of the prolactin-growth hormone (PRL-GH) family of genes were dose dependently reduced by chromium exposure. The mRNA levels of Pit-1a and b isotype genes that induce the expression of the PRL-GH family of genes were also reduced by chromium exposure. The PRL-GH hormonal concentration in the rat placenta, fetus and maternal blood were decreased by chromium exposure. In the middle stage of pregnancy (day 11), a high dose of chromium suppressed the differentiation of spongiotrophoblast cells that secret the PRLGH hormones. In the last stage of pregnancy (day 20), a high dose of chromium induced apoptosis of placental cells. Reproductive data, such as placental and fetal weights, litter size, were reduced, but the pregnancy period was extended in the group exposed to chromium compared with the controls. Conclusion : Chromium (VI) disrupts the ordered functions of the placenta, which leads to reproductive disorders in rats.

Hydrophilic Modification of Porous Polyvinylidene Fluoride Membrane by Pre-irradiating Electron Beam (전자빔 전조사를 이용한 Polyvinylidene Fluoride 다공막의 친수화 개질)

  • Choi, Yong-Jin;Lee, Sung-Won;Seo, Bong-Kuk;Kim, Min
    • Membrane Journal
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    • v.21 no.2
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    • pp.118-126
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    • 2011
  • A method of light pre-irradiation, one of methods modifying hydrophobic surface to hydrophilic surface in a membrane, was proposed to overcome the drawback of previous methods such as blending, chemical treatment and post-irradiation, Process of membrane preparation in the study was comprised of 4 parts as follows: firstly process of precursor preparation to introduce hydrophilic nature under atmosphere and aqueous vapor by irradiating electron beam (EB), secondly process of dope solution preparation to cast on non-woven fabrics, thirdly process of casting to prepare membrane and finally process of coagulation in non-solvent to form porous structure. The merit of this method might show simple process as well as homogenous modification compared to previous methods. To carry it out, precursor was prepared by irradiating EB to powder PVDF at 75~125 K Gray dose. Precursor prepared was analyzed by FTIR, EDS and DSC to confirm the introduction of hydrophilic function and its mechanism. From their results, it was inferred I conformed that hydrophilic function was hydroxy1 and it was introduced by dehydrozenation. Hydrophilicity of membranes prepared was evaluated by contact angle (pristine PVDF : $62^{\circ}$, 125 K Gray-PVDF$13^{\circ}$). Porosity was evaluated by mercury intrusion method, simultaneously morpholoy and surface pore size were observed by SEM phothographs. The result showed the trend that more dose of EB led to smaller pore size and to lower porosity (pristine PVDF : 82%, 125 K Gray-PVDF : 63%). Trend of water permeability was similar to result above (pristine PVDF : 892 LMH, 125 K Gray-PVDF : 355 LMH).

Relationship between Body Fat Distribution and Metabolic Risk Factors in Adolescents (청소년에서의 체지방 분포와 대사위험 인자들의 연관성)

  • Kim, Dal Hyun;Seong, Tae Jung;Hong, Young Jin;Son, Byong Kwan;Kim, Soon Ki
    • Clinical and Experimental Pediatrics
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    • v.46 no.4
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    • pp.326-334
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    • 2003
  • Purpose : The objectives of this study were to estimate the prevalence of obesity in adolescents; to study the association between obesity, blood pressure, and dyslipidemia; and to evaluate the superiority of waist circumference to waist/hip ratio(WHR) in central obesity. Methods : We selected 1382 adolescents(M : F=690 : 692) aged from 11 to 18 years(mean age; boys 15.0, girls 15.4) in Incheon. We measured weight, height, waist, waist/hip ratio, and blood pressure, with blood sampling to evaluate the dyslipidemia. Results : The prevalence of obesity was 6.7% in boys and 6.9% in girls by body mass index(BMI). The prevalence of systolic hypertension was 15.7% in normal group, 32.4% in the overweight group, and 35.4% in the obese group by BMI. The prevalence of diastolic hypertension was 4.9% in the normal group, 6.9% in the overweight group, and 14.6% the in obese group. In boys and girls, BMI, waist circumference, and WHR were positively correlated with systolic and diastolic blood pressure. respectively. In boys, triglyceride was positively correlated with waist circumference(r=0.34, P<0.05). In boys and girls, BMI was highly correlated with obesity index(r=0.98, each), with waist circumference(r=0.89, r=0.82, respectively), and with body fat(r=0.85, r=0.89) respectively. Conclusion : These data suggest the importance of the screening of blood pressure in obese adolescents, with prevention and intervention of obesity since it may be the most cost-effective way of reducing the complications related with obesity.

Social Network Analysis for the Effective Adoption of Recommender Systems (추천시스템의 효과적 도입을 위한 소셜네트워크 분석)

  • Park, Jong-Hak;Cho, Yoon-Ho
    • Journal of Intelligence and Information Systems
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    • v.17 no.4
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    • pp.305-316
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    • 2011
  • Recommender system is the system which, by using automated information filtering technology, recommends products or services to the customers who are likely to be interested in. Those systems are widely used in many different Web retailers such as Amazon.com, Netfix.com, and CDNow.com. Various recommender systems have been developed. Among them, Collaborative Filtering (CF) has been known as the most successful and commonly used approach. CF identifies customers whose tastes are similar to those of a given customer, and recommends items those customers have liked in the past. Numerous CF algorithms have been developed to increase the performance of recommender systems. However, the relative performances of CF algorithms are known to be domain and data dependent. It is very time-consuming and expensive to implement and launce a CF recommender system, and also the system unsuited for the given domain provides customers with poor quality recommendations that make them easily annoyed. Therefore, predicting in advance whether the performance of CF recommender system is acceptable or not is practically important and needed. In this study, we propose a decision making guideline which helps decide whether CF is adoptable for a given application with certain transaction data characteristics. Several previous studies reported that sparsity, gray sheep, cold-start, coverage, and serendipity could affect the performance of CF, but the theoretical and empirical justification of such factors is lacking. Recently there are many studies paying attention to Social Network Analysis (SNA) as a method to analyze social relationships among people. SNA is a method to measure and visualize the linkage structure and status focusing on interaction among objects within communication group. CF analyzes the similarity among previous ratings or purchases of each customer, finds the relationships among the customers who have similarities, and then uses the relationships for recommendations. Thus CF can be modeled as a social network in which customers are nodes and purchase relationships between customers are links. Under the assumption that SNA could facilitate an exploration of the topological properties of the network structure that are implicit in transaction data for CF recommendations, we focus on density, clustering coefficient, and centralization which are ones of the most commonly used measures to capture topological properties of the social network structure. While network density, expressed as a proportion of the maximum possible number of links, captures the density of the whole network, the clustering coefficient captures the degree to which the overall network contains localized pockets of dense connectivity. Centralization reflects the extent to which connections are concentrated in a small number of nodes rather than distributed equally among all nodes. We explore how these SNA measures affect the performance of CF performance and how they interact to each other. Our experiments used sales transaction data from H department store, one of the well?known department stores in Korea. Total 396 data set were sampled to construct various types of social networks. The dependant variable measuring process consists of three steps; analysis of customer similarities, construction of a social network, and analysis of social network patterns. We used UCINET 6.0 for SNA. The experiments conducted the 3-way ANOVA which employs three SNA measures as dependant variables, and the recommendation accuracy measured by F1-measure as an independent variable. The experiments report that 1) each of three SNA measures affects the recommendation accuracy, 2) the density's effect to the performance overrides those of clustering coefficient and centralization (i.e., CF adoption is not a good decision if the density is low), and 3) however though the density is low, the performance of CF is comparatively good when the clustering coefficient is low. We expect that these experiment results help firms decide whether CF recommender system is adoptable for their business domain with certain transaction data characteristics.

Crystallization and Magnetic Properties of Iron Doped La-Ba-Mn-O (Fe이 치환된 LaBaMnO계 산화물의 중성자 회절 및 Messbauer분광학연구)

  • Choi, Kang-Ryong;Kim, Sam-Jin;Shim, In-Bo;Kim, Chul-Sung
    • Journal of the Korean Magnetics Society
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    • v.14 no.1
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    • pp.38-44
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    • 2004
  • The iron doped colossal magnetoresistance materials with La-Ba-Mn-O perovskites structure have been synthesized by chemical reaction of sol-gel methods. Their crystallographic and magnetic properties have been studied with x-ray diffraction, VSM, RBS, Mossbauer spectroscopy, and magnetoresistance measurements. The crystal structure of the La$\_$0.67/Ba$\_$0.33/Mn$\_$0.99/Fe$\_$0.01/ $O_3$ at room temperature was determined to be orthorhombic of Pnma. The lattice parameters a$\_$0/ and c$\_$0/ increased gradually, but b$\_$0/ deceased with increase of iron substitution. The magnetization and coercivity deceased, also the Curie temperature decreased from 360 K as x increased from 0.00 to 0.05. Magnetoresistence measurements were carried out, and the maximum MR ($\Delta$$\rho$/$\rho$(0)) was observed at 281 K, about 9.5 % in 10 kOe. The temperature of maximum resistance (R$\_$MAX/) decreased with increasing substitution of Fe ions and a semiconductor-metal transition temperature (T$\_$SC-M/) decreased too. This phenomena show that ferromagnetic transition temperature decreased by substituting Fe for Mn ions, it decreases double exchange interaction. This result accords with magnetic structure of neutron diffraction. Mossbauer spectra of La$\_$0.67/Ba$\_$0.33/Mn$\_$0.99/Fe$\_$0.01/ $O_3$were taken at various temperatures ranging from 15 to 350 K. With lowering temperature of the sample, two magnetic phases were increased and finally it showed the two sharp sextets of spectra at 15 K. The isomer shift at all temperature range is about 0.3 mm/s relative to Fe metal, which means that both Fe ions are Fe$\^$3+/ states.Fe$\^$3+/ states.