• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

• Current Research on Agriculture and Life Sciences
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• v.6
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• pp.13-18
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• 1988

This experiment was conducted to identify the enzyme treatment time, calcium ion effect, enzyme concentration and leaf position for protoplast isolation. It was also performed to determine the adequate molarity on protoplasts, and to investigate the incubation time, pH, PEG concentration and DMSO effect for protoplast fusion. The results obtained were summarized as follows ; The optimal time of incubation in enzyme solution was 4 hours. And the protoplast releasing time was delayed by $CaCl_2{\cdot}2H_2O$ addition to the enzyme solution compared with no added one. The viability had kept up to above 95% until the 4 hours after digestion. The high viability of the protoplast was preserved more than 16 hours by adding $CaCl_2{\cdot}2H_2O$ to digestion solution. The enzyme concentration had no effect on protoplast yield in range from 1% to 5% and the first or second leaf from the top of the plant produced the highest protoplast yield among the leaf position tested. The purity of healthy protoplast was better in 0.4M and 0.5M sucrose than in others, and the percentage of protoplast aggregation was more 20% to 50% in PEG 6,000 compared with 4,000 and PEG 1,500. Even though the percentage of protoplast aggregation was less increased by 3% to 7% than without DMSO, its treatment was effective to induce binucleated protoplasts.

• Journal of Korea Water Resources Association
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• v.53 no.2
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• pp.107-119
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• 2020

This study analyzed past drought characteristics based on the observed rainfall data and performed a long-term outlook for future extreme droughts using Representative Concentration Pathways 8.5 (RCP 8.5) climate change scenarios. Standardized Precipitation Index (SPI) used duration of 1, 3, 6, 9 and 12 months, a meteorological drought index, was applied for quantitative drought analysis. A single long-term time series was constructed by combining daily rainfall observation data and RCP scenario. The constructed data was used as SPI input factors for each different duration. For the analysis of meteorological drought observed relatively long-term since 1954 in Korea, 12 rainfall stations were selected and applied 10 general circulation models (GCM) at the same point. In order to analyze drought characteristics according to climate change, trend analysis and clustering were performed. For non-stationary frequency analysis using sampling technique, we adopted the technique DEMC that combines Bayesian-based differential evolution ("DE") and Markov chain Monte Carlo ("MCMC"). A non-stationary drought frequency analysis was used to derive Severity-Duration-Frequency (SDF) curves for the 12 locations. A quantitative outlook for future droughts was carried out by deriving SDF curves with long-term hydrologic data assuming non-stationarity, and by quantitatively identifying potential drought risks. As a result of performing cluster analysis to identify the spatial characteristics, it was analyzed that there is a high risk of drought in the future in Jeonju, Gwangju, Yeosun, Mokpo, and Chupyeongryeong except Jeju corresponding to Zone 1-2, 2, and 3-2. They could be efficiently utilized in future drought management policies.

• Korean Journal of Ichthyology
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• v.19 no.1
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• pp.8-15
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• 2007

The morphology of gonad and reproductive cycle of ribbed gunnel (Dictyosoma burgeri) were investigated on the basis of histological observation. The specimens were monthly sampled in the coastal waters of Jeju from November 2001 to February 2003. The ovaries and testis of this species are categorized as cystovarian and lobule type, respectively. The gonadosomatic index (GSI) of female increased in November and maintained high values from December to February. The GSI of male was similar to that of female although it was decreased in February. The reproductive cycle can be grouped into the following successive stage in the ovary: growth (October to November), mature (November to February), spawning (January to February), and degenerating and recovery (March to September). And in the testis, the stage observed were: multiplication (August to November), growth (November to January), mature and spawning (November to February), and degenerating and recovery (January to September). The minimum maturation size of D. burgeri was over 15.0 cm and fecundity ranged from 2,194 to 6,581 eggs. The relationship between the fecundity and fish body was calculated in the fecundity (F) equation as: $F=0.4057TL^{3.1425}$ ($R^2=0.7621$) for total length (TL); $F=149.88BW^{0.9579}$ ($R^2=0.7982$) for body weight (BW), respectively. The fecundity was correlated positively with TL and BW. The histological observations of the gonads suggested that major spawning of this species probably occurs between January to February, when low water temperature ($13{\pm}0.3^{\circ}C$) period.

• Journal of KIISE:Software and Applications
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• v.37 no.12
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• pp.909-918
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• 2010

To analyze the national competitiveness of Korea leads to the conclusion that global high-tech enterprises have been playing leading and pulling roles in making Korea in line with advanced countries even though the country is lacking in various natural resources. The characteristics of these companies above are as follows; Firstly, these enterprises continue to accumulate core technologies and know-how with highly competent human resources and well-organized management. Secondly, they are well structured and equipped with information technology infrastructures which are, for example, ERP, SCM, CRM, and PLM. Among them PLM is considered to be the principal core information technology infra in manufacturing industry. The urgent task of manufacturing industry recently is to develop new products to accept various needs of consumers, and to launch the products in time to market, which requires the manufactures to be equipped with product development infra and system to upgrade product fulfillment and mass production system in a short period. The introduction of PLM System is a solution of core strategy as a manufacturer for collaboration, global development, reengineering of manufacturing system, the innovation and efficiency of manufacturing process, and product quality improvement. The purpose of this study is to analyze the success factors of introducing PLM System and its practicing effectiveness. And the results of empirical study are as follows; (1) Technical success factors positively impact system quality and user satisfaction, (2) Organizational success factors positively impact system quality, but does not impact user satisfaction, (3) Environmental success factors positively impact system quality and user satisfaction, (4) System quality positively impacts user satisfaction, (5) User satisfaction positively impacts the effectiveness of implementing PLM systems, but system quality does not impact it.

• Journal of the Korean Society of Food Science and Nutrition
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• v.41 no.6
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• pp.766-773
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• 2012

This study investigates the effects of diets with mulberry leaf and Cudrania tricuspidata leaf supplements on blood glucose-related biomarkers in streptozotocin-induced diabetic rats. Male diabetic Sprague-Dawley rats were divided into groups and fed several diets. Group A was fed a diet with a 10% supplement of mulberry leaves. Group B was fed a diet with a 10% supplement of mulberry leaves and an additional 10% supplement of Cudrania tricuspidata leaves. Group C was fed a diet with a 10% supplement of mulberry leaves and an additional 30% supplement of Cudrania tricuspidata leaves. Group D was fed a diet with a 10% supplement of Cudrania tricuspidata leaves. Group E was the DM control. All diets were based on AIN-93G diet and they all lasted 6 weeks. The blood glucose levels of groups B and C stayed similar to initial levels (reference blood glucose) for the experimental period, which was significantly lower than levels in groups A, D, and E at the 6th week (p<0.05). And the area under the blood glucose curve (AUC) was also significantly lower in groups B and C than in groups D and E (p<0.05). The fasting blood glucose level after the experiment was significantly lower in groups B and C (p<0.05), and the C-peptide content of group C was as high as 50 pmol/L on average. The HbA1c content was also significantly lower in groups A and B than in group E (p<0.05). The serum TG, AST, and ALT levels were significantly decreased in groups A, B, and D than in group E (p<0.05). From the findings, it is shown that a diet of 1:1 mulberry and Cudrania tricuspidata leaf supplements could improve blood glucose-related biomarkers.

• Journal of Plant Biotechnology
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• v.39 no.3
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• pp.140-145
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• 2012

The flowering locus T (FT) gene, of which expression will be controlled at high temperature by heat shock promoter (it printed as to HSproFT), was introduced into spray-type chrysanthemum (Dendranthema grandiflorum (Ramat.) Kitamura) 2 cultivars ('Pink PangPang' and 'Pink Pride' by co-cultivation with Agrobacterium tumefaciens strain C58C1 harboring pCAMBIA2300 containing the HSproFT gene. After leaf segments of the 2 cultivars were infected with the A. tumafaciens with C58C1 as explants, shoots were regenerated from the explants cultured on the $1^{st}$ selection medium (MS basal salts + 1.0 mg/L BA, 0.5 mg/L IAA + 10 mg/L kanamycin + 0.7% plant agar, pH 5.8). The shoots were transferred into the $2^{nd}$ selection medium (MS basal salts + 1.0 mg/L BA, 0.5 mg/L IAA + 20 mg/L kanamycin + 0.7% plant agar, pH 5.8). One hundred seventeen plantlets from 'Pink PangPang' and 5 ones from 'Pink Pride' were confirmed as transformants by PCR analysis. Twenty six of the transformants and non-transformants were acclimatized and established well in a green house. Eights of 26 transgenic lines showed flower bud 1.7~10 days earlier than nontransgenic plants, and 24 of them flowered 1~6 days earlier than non- transgenic plants. The shape and color of flower of all HSproFT-transgenic lines were not different with those of non- transgenic plants.

• The Korean Journal of Air & Space Law and Policy
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• v.23 no.2
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• pp.3-29
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• 2008

The volume of air passengers and cargo transportation has increased rapidly in recent years. This trend will be even more noticeable as the high-tech service industry expands and the globalization progresses. In an effort to reflect and to cope with this trend, many conventions concerning international air transportation have been concluded. The Republic of Korea has also acceded to the Montreal Convention of 1999 on September 20th, 2007 which became effective on December 29th 2007. However, Korea currently does not provide any private law on the liability of domestic air carrier, leaving the regulation wholly to the general conditions of carriage of private air lines. These general conditions of carriage, however, are not sufficient to regulate the liabilities of domestic air carriers, because they cannot be fully recognized as a legitimate source of law applicable in the court. This situation is inconvenient for both air carrier and their customers. Thus, the Ministry of Justice of Korea has decided to enact a law that will regulate domestic air transportation, namely, "Domestic Carriage by Air Act", as a part of the Korean Commercial Code. So was composed a special committee for legislation of the Domestic Carriage by Air Act. This writer has led the committee as a chairman. The committee has held in total 10 meetings so far and has completed a draft bill for the part VI of the Korean Commercial Code, "Air Carriage." The essentials of the draft are as follows: First, the establishment of Part VI in the Commercial Code. The Korean Commercial Code already includes a series of provisions on road transportation in part II and carriage by sea in part V. In addition to these rules regulating different types of transportation, the Domestic Carriage by Air Act will newly establish part VI to regulate air carriages. Eventually, the Commercial Code will provide an integrated legal system on the transportation industry. Second, the acceptance of the basic liability system which major international conventions, such as Montreal Convention of 1999 and Guadalajara Convention of 1961, have adopted. This is very important, because the law of air carriage is unified worldwide through various international conventions, making it necessary and significant for the new act to achieve conformity between rules of international air carriage and that of domestic air carriage. Third, the acceptance of Rome Convention system on damage caused by foreign aircraft to third parties on the surface. Fourth, the application of rules on domestic road carriage or carriage by sea mutatis mutandis with necessary modifications. This very point is the merit of inserting domestic air transportation law into the Commercial Code. By doing so, the number of articles can be reduced and the rules on air carriage can conform to that of road transportation and carriage by sea. The bill is expected to be passed by the parliament at the end of this year and is expected to be effective by end of July 2009.

• Journal of Intelligence and Information Systems
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• v.22 no.4
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• pp.157-176
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• 2016

For a long time, mobile phone had a sole function of communication. Recently however, abrupt innovations in technology allowed extension of the sphere in mobile phone activities. Development of technology enabled realization of almost computer-like environment even on a very small device. Such advancement yielded several forms of new high-tech devices such as smartphone and tablet PC, which quickly proliferated. Simultaneously with the diffusion of the mobile devices, mobile applications for those devices also prospered and soon became deeply penetrated in consumers' daily lives. Numerous mobile applications have been released in app stores yielding trillions of cumulative downloads. However, a big majority of the applications are disregarded from consumers. Even after the applications are purchased, they do not survive long in consumers' mobile devices and are soon abandoned. Nevertheless, it is imperative for both app developers and app-store operators to understand consumer behaviors and to develop marketing strategies aiming to make sustainable business by first increasing sales of mobile applications and by also designing surviving strategy for applications. Therefore, this research analyzes consumers' mobile application usage behavior in a frame of substitution/supplementary of application categories and several explanatory variables. Considering that consumers of mobile devices use multiple apps simultaneously, this research adopts multivariate probit models to explain mobile application usage behavior and to derive correlation between categories of applications for observing substitution/supplementary of application use. The research adopts several explanatory variables including sociodemographic data, user experiences of purchased applications that reflect future purchasing behavior of paid applications as well as consumer attitudes toward marketing efforts, variables representing consumer attitudes toward rating of the app and those representing consumer attitudes toward app-store promotion efforts (i.e., top developer badge and editor's choice badge). Results of this study can be explained in hedonic and utilitarian framework. Consumers who use hedonic applications, such as those of game and entertainment-related, are of young age with low education level. However, consumers who are old and have received higher education level prefer utilitarian application category such as life, information etc. There are disputable arguments over whether the users of SNS are hedonic or utilitarian. In our results, consumers who are younger and those with higher education level prefer using SNS category applications, which is in a middle of utilitarian and hedonic results. Also, applications that are directly related to tangible assets, such as banking, stock and mobile shopping, are only negatively related to experience of purchasing of paid app, meaning that consumers who put weights on tangible assets do not prefer buying paid application. Regarding categories, most correlations among categories are significantly positive. This is because someone who spend more time on mobile devices tends to use more applications. Game and entertainment category shows significant and positive correlation; however, there exists significantly negative correlation between game and information, as well as game and e-commerce categories of applications. Meanwhile, categories of game and SNS as well as game and finance have shown no significant correlations. This result clearly shows that mobile application usage behavior is quite clearly distinguishable - that the purpose of using mobile devices are polarized into utilitarian and hedonic purpose. This research proves several arguments that can only be explained by second-hand real data, not by survey data, and offers behavioral explanations of mobile application usage in consumers' perspectives. This research also shows substitution/supplementary patterns of consumer application usage, which then explain consumers' mobile application usage behaviors. However, this research has limitations in some points. Classification of categories itself is disputable, for classification is diverged among several studies. Therefore, there is a possibility of change in results depending on the classification. Lastly, although the data are collected in an individual application level, we reduce its observation into an individual level. Further research will be done to resolve these limitations.

• Journal of Korea Water Resources Association
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• v.55 no.11
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• pp.931-939
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• 2022

In Korea, about two-thirds of the precipitation is concentrated in the summer season, so the problem of turbidity in the summer flood season varies from year to year. Concentrated rainfall due to abnormal rainfall and extreme weather is on the rise. The inflow of turbidity caused a sudden increase in turbidity in the water, causing a problem of turbidity in the dam reservoir. In particular, in Korea, where rivers and dam reservoirs are used for most of the annual average water consumption, if turbidity problems are prolonged, social and environmental problems such as agriculture, industry, and aquatic ecosystems in downstream areas will occur. In order to cope with such turbidity prediction, research on turbidity modeling is being actively conducted. Flow rate, water temperature, and SS data are required to model turbid water. To this end, the national measurement network measures turbidity by measuring SS in rivers and dam reservoirs, but there is a limitation in that the data resolution is low due to insufficient facilities. However, there is an unmeasured period depending on each dam and weather conditions. As a sensor for measuring turbidity, there are Optical Backscatter Sensor (OBS) and YSI, and a sensor for measuring SS uses equipment such as Laser In-Situ Scattering and Transmissometry (LISST). However, in the case of such a high-tech sensor, there is a limit due to the stability of the equipment. Therefore, there is an unmeasured period through analysis based on the acquired flow rate, water temperature, SS, and turbidity data, so it is necessary to develop a relational expression to calculate the SS used for the input data. In this study, the AEM3D model used in the Water Resources Corporation SURIAN system was used to improve the accuracy of prediction of turbidity through the turbidity-SS relationship developed based on the measurement data near the dam outlet.