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Does Brand Experience Affect Consumer's Emotional Attachments? (브랜드의 총체적 체험이 소비자-브랜드의 정서적 유대관계에 미치는 영향)

  • Lee, Jieun;Jeon, Jooeon;Yoon, Jaeyoung
    • Asia Marketing Journal
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    • v.12 no.2
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    • pp.53-81
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    • 2010
  • Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.

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GENE EXPRESSION PATTERNS INDUCED BY $TAXOL^{(R)}$ AND CYCLOSPORIN A IN ORAL SQUAMOUS CELL CARCINOMA CELL LINE USING CDNA MICROARRAY (cDNA Microarray를 이용한 구강편평세포암종 세포주에서 $Taxol^{(R)}$과 Cyclosporin A로 유도된 유전자 발현양상)

  • Kim, Yong-Kwan;Lee, Jae-Hoon;Kim, Chul-Hwan
    • Maxillofacial Plastic and Reconstructive Surgery
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    • v.28 no.3
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    • pp.202-212
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    • 2006
  • It is well-known that paclitaxel($Taxol^{(R)}$), which is extracted from the pacific and English yew, has been used as a chemotherapeutic agent for ovarian carcinoma and advanced breast carcinoma and Cyclosporin A, which is highly lipophilic cyclic peptide and isolated from a fungus, has been also used as an useful immunosuppressive drug after transplantation and is associated with cellular apoptosis. Since 1953, in which James Watson, Rosalind Franklin and Francis Crick discovered the double helical structure of DNA, a few kinds of techniques for identifying gene expression have been developed. In postgenomic period, many of researchers have used the DNA microarray which is high throughput screening technique to screen large numbers of gene expression simultaneously. In this study, we searched and screened the gene expression in the oral squamous cell carcinoma cell lines treated with $Taxol^{(R)}$, cyclosporin or cyclosporin combined with $Taxol^{(R)}$ using cDNA microarray. The results were as following; 1. It was useful that the appropriate concentration of Cyclosporin A and $Taxol^{(R)}$ used in oral squamous cell carcinoma cell line was under 1${\mu}g/ml$ and 3${\mu}g/ml$. 2. In the experimental group in which $Taxol^{(R)}$ and $Taxol^{(R)}$ + Cyclosporin A were used, the cell growth was extremely decreased. 3. In the group in which Cyclosporin A was used, the MTT assay was rarely decreased which means the activity of succinyl dehydrogenase is remained in mitochondria but in the group in which the mixture of Cyclosporin A and $Taxol^{(R)}$ were used, the MTT assay was extremely decreased. 4. In the each group in which Cyclosporin A(3 ${\mu}g/ml$) and $Taxol^{(R)}$(1 ${\mu}g/ml$) were used, the cell arrest was appeared in $G_2/M$ phase and in the group in which $Taxol^{(R)}$(3 ${\mu}g/ml$) was used, the cell arrest was appeared in both S phase and $G_2/M$ phase. 5. In the oral squamous cell carcinoma cell line treated with $Taxol^{(R)}$, several genes including ANGPTL4, RALBP1 and TXNRD1, associated with apoptosis, SUI1, MAC30, RRAGA and CTGF, related with cell growth, HUS1 and DUSP5, related with cell cycle and proliferation, ATF4 and CEBPG, associated with transcription factor, BTG1 and VEGF, associated with angiogenesis, FDPS, FCER1G, GPA33 and EPHA4 associated with signal transduction and receptor activity and AKR1C2 and UGTA10 related with carcinogenesis were detected in increased levels. The genes that showed increaced expression in the oral squamous cell carcinoma cell line treated with Cyclosporin A were CYR61, SERPINB2, SSR3 and UPA3A which are known as genes associated with cell growth, carcinogenesis, receptor activity and transcription factor. The genes expressed in the HN22 cell line treated with cyclosporin combined with $taxol^{(R)}$ were ALCAM and GTSE1 associated with cancer invasiveness and cell cycle regulation.

A Dynamic Behavior Evaluation of the Curved Rail according to Lateral Spring Stiffness of Track System (궤도시스템의 횡탄성에 따른 곡선부 레일의 동적거동평가)

  • Kim, Bag-Jin;Choi, Jung-Youl;Chun, Dae-Sung;Eom, Mac;Kang, Yun-Suk;Park, Yong-Gul
    • Proceedings of the KSR Conference
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    • 2007.11a
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    • pp.517-528
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    • 2007
  • Domestic or international existing researches regarding rail damage factors are focused on laying, vehicle conditions, driving speed and driving habits and overlook characteristics of track structure (elasticity, maintenance etc). Also in ballast track, as there is no special lateral spring stiffness of track also called as ballast lateral resistance in concrete track, generally, existing study shows concrete track has 2 time shorter life cycle for rail replacement than ballast track due to abrasion. As a result of domestic concrete track design and operation performance review, concrete track elasticity is lower than track elasticity of ballast track resulting higher damage on rail and tracks. Generally, concrete track has advantage in track elasticity adjustment than ballast track and in case of Europe, in concrete track design, it is recommended to have same or higher performance range of vertical elastic stiffness of ballast track but domestically or internationally review on lateral spring stiffness of track is very minimal. Therefore, through analysis of service line track on site measurement and analysis on performance of maintenance, in this research, dynamic characteristic behaviors of commonly used ballast and concrete track are studied to infer elasticity of service line track and experimentally prove effects of track lateral spring stiffness that influence curved rail damage as well as correlation between track elasticity by track system and rail damage to propose importance of appropriate elastic stiffness level for concrete and ballast track.

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Secondary School Students' Images of Doing-Science-Well (과학을 잘 하는 모습에 대한 고등학생의 인식)

  • Lee, Wang-Suk;Kim, Hee-Kyong;Song, Jin-Woong
    • Journal of The Korean Association For Science Education
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    • v.28 no.1
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    • pp.1-14
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    • 2008
  • The image of science is one of the recurrent topics in science education research. In particular, we believe that students' images of Doing-Science-Well could be used for identifying not only students' perceived goals of science learning, but also practical guidelines of effective science teaching. In this study, the students' images of Doing-Science-Well were investigated with the following two research questions: (i) what are student's images of Doing-Science-Well?; (ii) in what contexts do students perceive that someone is doing science well? Thirty seven students in a high school in Seoul, Korea were asked to write their personal experiences by which they realized that someone was doing science well. The main results of the study are the following: Firstly, the images of Doing-Science-Well could be categorized into 'Einstein type', 'Socrates type', 'MacGyver type' and six more types. Secondly, with regard to contexts, students tended to realize that somebody is doing science well in terms of two kinds of contexts: 4 physical contexts and 6 psychological contexts. The findings led us to develop a frame of judging Doing-Science-Well, which combines the types and two kinds of contexts. The frame illustrates the multiplicity of the images of Doing-Science-Well.

Water Quality and Ecosystem Health Assessments in Urban Stream Ecosystems (도심하천 생태계에서의 수질 및 생태건강성 평가)

  • Kim, Hyun-Mac;Lee, Jae-Hoon;An, Kwang-Guk
    • Korean Journal of Environmental Biology
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    • v.26 no.4
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    • pp.311-322
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    • 2008
  • The objectives of the study were to analyze chemical water quality and physical habitat characteristics in the urban streams (Miho and Gap streams) along with evaluations of fish community structures and ecosystem health, throughout fish composition and guild analyses during 2006$\sim$2007. Concentrations of BOD and COD averaged 3.5 and 5.7 mg L$^{-1}$, in the urban streams, while TN and TP averaged 5.1 mg L$^{-1}$ and 274 ${\mu}g$ L$^{-1}$, indicating an eutrophic state. Especially, organic pollution and eutrophication were most intense in the downstream reach of both streams. Total number of fish was 34 species in the both streams, and the most abundant species was Zacco platypus (32$\sim$42% of the total). In both streams, the relative abundance of sensitive species was low (23%) and tolerant and omnivores were high (45%, 52%), indicating an typical tolerance and trophic guilds of urban streams in Korea. According to multi-metric models of Stream Ecosystem Health Assessments (SEHA), model values were 19 and 24 in Miho Stream and Gap Stream, respectively. Habitat analysis showed that QHEI (Qulatitative Habitat Evaluation Index) values were 123 and 135 in the two streams, respectively. The minimum values in the SEHA and QHEI were observed in the both downstreams, and this was mainly attributed to chemical pollutions, as shown in the water quality parameters. The model values of SEHA were strongly correlated with conductivity (r=-0.530, p=0.016), BOD (r=-0.578, p< 0.01), COD (r=-0.603, p< 0.01), and nutrients (TN, TP: r>0.40, p<0.05). This model applied in this study seems to be a useful tool, which could reflect the chemical water quality in the urban streams. Overall, this study suggests that consistent ecological monitoring is required in the urban streams for the conservations along with ecological restorations in the degradated downstrems.

Prevalence of NTM Pulmonary Infection in the Patients with Bronchiectasis (기관지확장증 환자에서 폐 비결핵성 마이코박테리아증의 유병률)

  • Lee, Jung Yeon;Song, Jae-Woo;Hong, Sang-Bum;Oh, Yeon-Mok;Lim, Chae-Man;Lee, Sang Do;Koh, Younsuck;Kim, Woo Sung;Kim, Dong Soon;Kim, Won Dong;Shim, Tae Sun
    • Tuberculosis and Respiratory Diseases
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    • v.57 no.4
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    • pp.311-319
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    • 2004
  • Background : It has been well known that bronchiectasis (BE) is a predisposing condition for pulmonary NTM infection, whereas there are some suggestions that BE, especially nodular BE, may be a result of NTM pulmonary infection. This retrospective study was done to investigate the prevalence of NTM pulmonary infection in the patients with BE. Methods : Eight hundred sixty-six patients, who underwent chest CT and sputum AFB examination and had BE detected by chest CT at Asan Medical Center in 2002, were included in this study. They were divided into Group I (bilateral BE, especially in RML, lingular or both lower lobes; 134), Group II (BE accompanied with fibrocavitary lesions commonly found in tuberculosis, usually both upper lobes; 233) and Group III (except Group I, II; 499) according to the radiological findings. Group I was subdivided into Group I+ (62) or Group I- (72) according to the presence or absence of centrilobular nodules, respectively. The sputum AFB examination, clinical and radiological findings were analyzed and compared between groups. Results : The number of patients who had at least one positive NTM culture was significantly higher in Group I+ compared with others (p<0.05); 24.2% in Group I+, 6.9% in Group I-, 9.9% in Group II, 6.0% in Group III and 4.1% in control. The number of patients who had true NTM infection defined by ATS guideline was higher in Group I+ (5, 8.1%) compared with others (p<0.05). In all groups, M. avium-intracellulare comlex was the most common isolates. Conclusion : Even though true NTM pulmonary disease was more prevalent in the patients with nodular BE, especially located in RML, left linguar, or both lower lobes, only a small population of the patients with nodular BE met the ATS diagnostic criteria for NTM pulmonary disease. The other patients in nodular BE group may have subclinical stage of NTM infection or completely different diseases from NTM infection. Long-term clinical studies are needed to clarify this issue.

Carbon Monoxide Inhibits PMA-induced Differentiation in Human Monocytic THP-1 Cells (단핵구세포주 THP-1의 대식세포로의 분화 및 활성화에서 CO의 억제 효과)

  • Kim, Da Sol;Lee, Mi Sun;Kim, Han Sol;Lee, Hye Yun;Kim, Oh Yun;Kang, Ye Rin;Sohn, Dong Hyun;Kim, Koanhoi;Park, Young Chul
    • Journal of Life Science
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    • v.27 no.2
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    • pp.217-224
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    • 2017
  • Carbon monoxide (CO), a reaction product of cytoprotective enzyme heme oxygenase-1 (HO-1), is a gaseous messenger with anti-proliferative, anti-apoptotic, and anti-inflammatory actions in many cell types. Here, we investigated the role of CO on the process of monocyte differentiation induced by phorbol 12-myristate 13-acetate (PMA) in human monocytic THP-1 cells. CORM-2 (tricarbonyldichlororuthenium (II) dimer, $Ru2Cl_4(CO)_6$), a CO-releasing compound, decreased a marked cell adherence with a slight reduction of proliferation in monocytic THP-1 cells treated with PMA. And, CORM-2 significantly inhibited expression of differentiation markers such as CD14, CD11b plus CD18 (macrophage-1 antigen, Mac-1 or complement receptor 3, CR3) and phagocytosis of carboxylate-modified red fluorescent latex beads, in PMA-stimulated THP-1 cells. For the further experiments, differentiation of PMA-treated cells was enhanced after the initial 2 days stimulus by removing the PMA-containing media then incubating the cells in fresh media for a another 4 days. And, we observed the secretion of inflammatory cytokines and phagocytosis in differentiated macrophages. Treatment with CORM-2 significantly abolished the secretion of IL-6, $TNF-{\alpha}$ and phagocytosis using fluorescence-conjugated E. coli (K-12 strain) bioparticles in lipopolysaccharide (LPS)-stimulated differentiated macrophages. In conclusion, these results suggest that CO inhibits the differentiation of monocytic THP-1 cells as well as the activation of differentiated macrophages.

Recovery Rate and Characteristics of Nontuberculous Mycobacterial Isolates in a University Hospital in Korea (한 대학병원에서 비결핵항산균의 분리 및 동정 실태)

  • Lee, Jung Yeon;Choi, Hee Jin;Lee, Hyeyoung;Joung, Eun Young;Huh, Jin Won;Oh, Yeon-Mok;Lee, Sang Do;Kim, Woo Sung;Kim, Dong Soon;Kim, Won Dong;Shim, Tae Sun
    • Tuberculosis and Respiratory Diseases
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    • v.58 no.4
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    • pp.385-391
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    • 2005
  • Background : The incidence of nontuberculous mycobacterium (NTM) infections in Korea is increasing. This retrospective study was performed to examine the recovery rate of NTM from respiratory specimens as well as the isolated NTM colony characteristics, and to assess the clinical significance of a NTM isolation. Methods : The results of the respiratory specimens requested for an acid-fast bacilli (AFB) examination during 2002 at Asan Medical Center, along with the patients clinical characteristics were analyzed. Results : A total 26,820 respiratory specimens were requested for the acid-fast bacilli (AFB) smear and culture during the study period. The proportion of M. tuberculosis and NTM isolation was 5.7% and 2.2%, respectively. Among the AFB smear and culture positive specimens, 12.2% were found to be NTM. The scotochromogen showing a low colony count < 20, which appeared to be contaminants, were isolated in 31.8% of the 584 NTM isolates. Excluding the low-colony scotochromogens, the M. avium-intracellulare complex was the most common NTM isolates (42.1%), and was also the most common causative organism for NTM pulmonary diseases. 8.4% (23/275) and 17.8% (49/275) of patients with NTM isolates met the American and British Thoracic Society diagnostic criteria for NTM pulmonary disease, respectively. Conclusion : In case of a positive AFB-smear or culture result, the possibility of NTM being a causative organism should always be considered, even in Korea, which has an intermediate incidence of tuberculosis.

Biodiversity and Characteristic Communities Structure of Freshwater Ecosystems in the Western Area of DMZ, Korea (민통선이북지역(DMZ) 서부평야 일대의 수생태계 생물다양성 및 군집 특성)

  • Jung, Sang-Woo;Kim, Yoon-Ho;Kim, Hyun-Mac;Kim, Su-Hwan
    • Korean Journal of Environment and Ecology
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    • v.32 no.6
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    • pp.603-617
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    • 2018
  • This study surveyed the diversity and community characteristics of benthic macroinvertebrates and freshwater fish, which are the main animal classifications in a hydro ecosystem, from May to September 2017 in the western plains of the Demilitarized Zone (DMZ). The results showed a total of 125 species of benthic macroinvertebrates belonging to 66 families, 19 orders, and four phyla in the streams and wetlands. Among benthic macroinvertebrates, Coleoptera (27 spp.: 21.60%) was the largest group in terms of species richness followed by Odonata (26 spp.: 20.80%), non-Insecta (22 spp.: 17.60%), and Hemiptera (11 spp.: 8.80%) occupying in the lentic area. Of the feeding function groups (FFGs), predators (51 spp.: 56.67%) showed a relatively larger presence, indicating the dominance of hygrophilous invertebrates that usually inhabit the freshwater wetlands or ponds. Of the habitat oriented groups (HOGs), climbers (33 spp.: 24.44%) and burrowers (17 spp.: 12.59%) were the dominant groups. This observation is typical in a slow flowing habitat and can lead to the disturbance of the ecosystem due to cannibalism among predators. Cannibalism can be caused by stress induced by various population and environmental factors. For the ecosystem services benchmark (ESB) value, site 13 appeared to be the highest with 82 marks while other sites showed relatively lower rates and indices (III water quality class with ${\alpha}$-mesosaprobic). The analysis result of stability factors showed that almost all sites were evaluated to be the I characteristic group with high resilience and resistance or the III characteristic group that was sensitive to environmental disturbance and formed uneven and unstable communities. Of the freshwater fishes, 46 species (3,405 individuals) belonging to 39 families and 18 orders were identified in all the investigated sites. Among them, Cyprinidae (30 spp.: 65.2%) was the largest group, and Zacco koreanus was identified as the dominant species (728 individuals, 21.4%). The survey of freshwater fish communities found both stable communities (sites 7 and 13) with low dominant index (0.39) and high diversity index (2.29) and unstable communities (sites 2, 3, 8, and 10) in opposite tendency. This survey found five Korean endemic species, 17 species belonging to the export controlled species, two endangered species level II (Lethocerus deyrollei and Cybister chinensis), and rare species (Dytiscus marginalis czerskii) among benthic macroinvertebrates. The survey also found an invasive species, Ampullarius insularus, which was distributed throughout the whole area and thus can continuously disturb the ecosystem in the western plain area in the DMZ. Of freshwater fish, one natural monument (Hemibarbus mylodon) and three endangered species level II (Acheilognathus signifer, Gobiobotia macrocephalus, and G. brevibarba) were observed. The survey also found four introduced species (Pomacea canaliculate, Carassius cuvieri, Lepomis macrochirus, Micropterus salmoides) in the western DMZ area, indicating the need for the protection and conservation measures.

Biodiversity Changes and Community Characteristics of Benthic Macroinvertebrates in Weir Section of the Nakdong River, South Korea (낙동강 보 구간 저서성 대형무척추동물의 생물다양성 변화와 군집 특성)

  • Jung, Sang Woo;Kim, Yoon-Ho;Lee, Jae-Ha;Kim, Dong-Gun;Kim, Min-Kyung;Kim, Hyun-Mac
    • Korean Journal of Environment and Ecology
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    • v.36 no.2
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    • pp.150-164
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    • 2022
  • The objective of this study is to analyze the biodiversity changes and characteristics of the benthic macroinvertebrate community in the Nakdong River with eight weirs, which was constructed as one of the Four Major River Restoration Projects from May to October 2020. The study also includes the analysis of changes in the major groups of benthic macroinvertebrates for about ten years, from 2010 to 2020. The surveys collected 97 species of benthic macroinvertebrates belonging to 83 genera, 52 families, 18 orders, five classes, three phyla, and 128.1 individuals/m2. Chironomidae sp. and Tubificidae spp., which are pollutant indicators, dominated throughout the sections. The community analysis result shows the average dominant index and the diversity index of 0.62±0.20 and 1.87±0.63, respectively, and indicated the most stability of the freshwater ecosystem in the upper stream of the Nakdong River. The survey showed dominance by Chironomidae sp. at the center of the Nakdong River weir and the most unstable community in Chilgok and Gangjeong Goryeong weirs. The results of the community stability analysis showed a high distribution of the characteristic group I with high resilience and resistance and small distribution of characteristic group III with low resistance and resilience, indicating a very unstable condition of communities in the Nakdong River weir section. Predators were relatively abundant among the functional feeding groups (FFGs), whereas shredders, gathering-collectors, and filtering-collectors were relatively lower. Among the habitat orientation groups (HOGs), burrowers and climbers were dominant, indicating a wide distribution of groups in ecosystems with low dissolved oxygen. An endangered species level II of Macromia daimoji was found in Sangju and Nakdan weirs. The analysis results for 10 years from 2010 showed that the number of species and populations increased immediately after the dam construction but plummeted in 2016 and are now stabilizing. Chironomidae spp. has been dominant in all sections over the past 10 years, and they are currently maintained at a rate of about 50%. The EPT groups have decreased significantly since 2011, and the Plecoptera and Trichoptera of the group have not yet been restored. The population of Tubificidae spp. showed an increase after construction was completed in 2012 and drastically increased in 2015 and 2020. The species of Cristaria plicata, designated as endangered species level I, has not been observed since 2011 in Hapcheon Changnyeong weir. Moreover, Macromia daimoji was rarely observed in seven weirs until 2015, and it has been confirmed that the current distribution habitat has decreased rapidly.