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Business Strategies for Korean Private Security-Guard Companies Utilizing Resource-based Theory and AHP Method (자원기반 이론과 AHP 방법을 활용한 민간 경호경비 기업의 전략 연구)

  • Kim, Heung-Ki;Lee, Jong-Won
    • Korean Security Journal
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    • no.36
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    • pp.177-200
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    • 2013
  • As we enter a high industrial society that widens the gap between the rich and poor, demand for the security services has grown explosively. With the growth in quantitative expansion of security services, people have also placed increased requirements on more sophisticated and diversified security services. Consequently, market outlook for private security services industry is positive. However, Korea's private security services companies are experiencing difficulties in finding a direction to capture this new market opportunity due to their small sizes and lack of management-strategic thinking skills. Therefore, we intend to offer a direction of development for our private security services industry using a management-strategy theory and the Analytic Hierarchy Process(AHP), a structured decision-making method. A resource-based theory is one of the important management strategy theories. It explains that a company's overall performance is primarily determined by its competitive resources. Using this theory, we could analyze a company's unique resources and core competencies and set a strategic direction for the company accordingly. The usefulness and validity of this theory has been demonstrated as it has often been subject to empirical verification since 1990s. Based on this theory, we outlined a set of basic procedures to establish a management strategy for the private security services companies. We also used the AHP method to identify competitive resources, core competencies, and strategies from private security services companies in contrast with public companies. The AHP method is a technique that can be used in the decision making process by quantifying experts' knowledge and unstructured problems. This is a verified method that has been used in the management decision making in the corporate environment as well as for the various academic studies. In order to perform this method, we gathered data from 11 experts from academic, industrial, and research sectors and drew distinctive resources, competencies, and strategic direction for private security services companies vis-a-vis public organizations. Through this process, we came to the conclusion that private security services companies generally have intangible resources as their distinctive resources compared with public organization. Among those intangible resources, relational resources, customer information, and technologies were analyzed as important. In contrast, tangible resources such as equipment, funds, distribution channels are found to be relatively scarce. We also found the competencies in sales and marketing and new product development as core competencies. We chose a concentration strategy focusing on a particular market segment as a strategic direction considering these resources and competencies of private security services companies. A concentration strategy is the right fit for smaller companies as a strategy to allow them to focus all of their efforts on target customers in a single segment. Thus, private security services companies would face the important tasks such as developing a new market and appropriate products for such market segment and continuing marketing activities to manage their customers. Additionally, continuous recruitment is required to facilitate the effective use of human resources in order to strengthen their marketing competency in a long term.

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Knowledge graph-based knowledge map for efficient expression and inference of associated knowledge (연관지식의 효율적인 표현 및 추론이 가능한 지식그래프 기반 지식지도)

  • Yoo, Keedong
    • Journal of Intelligence and Information Systems
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    • v.27 no.4
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    • pp.49-71
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    • 2021
  • Users who intend to utilize knowledge to actively solve given problems proceed their jobs with cross- and sequential exploration of associated knowledge related each other in terms of certain criteria, such as content relevance. A knowledge map is the diagram or taxonomy overviewing status of currently managed knowledge in a knowledge-base, and supports users' knowledge exploration based on certain relationships between knowledge. A knowledge map, therefore, must be expressed in a networked form by linking related knowledge based on certain types of relationships, and should be implemented by deploying proper technologies or tools specialized in defining and inferring them. To meet this end, this study suggests a methodology for developing the knowledge graph-based knowledge map using the Graph DB known to exhibit proper functionality in expressing and inferring relationships between entities and their relationships stored in a knowledge-base. Procedures of the proposed methodology are modeling graph data, creating nodes, properties, relationships, and composing knowledge networks by combining identified links between knowledge. Among various Graph DBs, the Neo4j is used in this study for its high credibility and applicability through wide and various application cases. To examine the validity of the proposed methodology, a knowledge graph-based knowledge map is implemented deploying the Graph DB, and a performance comparison test is performed, by applying previous research's data to check whether this study's knowledge map can yield the same level of performance as the previous one did. Previous research's case is concerned with building a process-based knowledge map using the ontology technology, which identifies links between related knowledge based on the sequences of tasks producing or being activated by knowledge. In other words, since a task not only is activated by knowledge as an input but also produces knowledge as an output, input and output knowledge are linked as a flow by the task. Also since a business process is composed of affiliated tasks to fulfill the purpose of the process, the knowledge networks within a business process can be concluded by the sequences of the tasks composing the process. Therefore, using the Neo4j, considered process, task, and knowledge as well as the relationships among them are defined as nodes and relationships so that knowledge links can be identified based on the sequences of tasks. The resultant knowledge network by aggregating identified knowledge links is the knowledge map equipping functionality as a knowledge graph, and therefore its performance needs to be tested whether it meets the level of previous research's validation results. The performance test examines two aspects, the correctness of knowledge links and the possibility of inferring new types of knowledge: the former is examined using 7 questions, and the latter is checked by extracting two new-typed knowledge. As a result, the knowledge map constructed through the proposed methodology has showed the same level of performance as the previous one, and processed knowledge definition as well as knowledge relationship inference in a more efficient manner. Furthermore, comparing to the previous research's ontology-based approach, this study's Graph DB-based approach has also showed more beneficial functionality in intensively managing only the knowledge of interest, dynamically defining knowledge and relationships by reflecting various meanings from situations to purposes, agilely inferring knowledge and relationships through Cypher-based query, and easily creating a new relationship by aggregating existing ones, etc. This study's artifacts can be applied to implement the user-friendly function of knowledge exploration reflecting user's cognitive process toward associated knowledge, and can further underpin the development of an intelligent knowledge-base expanding autonomously through the discovery of new knowledge and their relationships by inference. This study, moreover than these, has an instant effect on implementing the networked knowledge map essential to satisfying contemporary users eagerly excavating the way to find proper knowledge to use.

Water Landscape Displaying Techinques of Traditional Gardens between China and Korea - With Soswaewon and ZhuozhengYuan - (한.중 전통원림의 수경관 연출기법 비교 연구 - 소쇄원과 졸정원을 중심으로 -)

  • Lee, Hang Lyoul;Kim, Sun Rye
    • Journal of the Korean Institute of Traditional Landscape Architecture
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    • v.30 no.4
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    • pp.1-13
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    • 2012
  • Landscape Garden tradition of excellent examples of places that are focused on hydroponics management. South Korea and China, this thing was noticeable among them South Korea which emphasizes the natural contours of the natural streams in accordance with the basic idea to use examples that feature will do. Gardens in China by constructing a flat terrain also naturally expect to find examples of conscious ideas depending on the water and the mountains are characterized. These differences and similarities through the Gardens of the tradition of separating the two countries to build their Garden by site Soswaewon and Zolzengwon appear in the target hand is to identify the characteristics between the director. Research methods literature survey, field survey of the natural environment through the plantation, background history, the people who intend to study, to configure the ground water space, Jian, construction and management has been studied in hydroponics. As a result, Damyang-gun, Jeollanam-do, South Korea in the Garden of the Soswaewon(瀟灑園) organization with inner garden and outer garden of a small, but the scale of production to Yang San-Bo's 'eunilgwan' implement security based rock mooring takes the form of a linear channel and the water came down from riding pending to avoid artifacts gathered again took the form of streams flowing into that. Hutton was a rubble pile structure Jian. Building an Gwangpunggak, Jewoldang, as Daebongdae consist, respectively, depending on the purpose of the mooring was deployed by focusing. The other hand, is located at Suzhou, Jiangsu of China Zolzengwon(拙政園) flat terrain is located on. Largely divided eastern gardens, Central Gardens and the Gardens of the West was conducted by five thirds of the total area of Water accounted for. Pavilion the center of the pond, Seokgasan achieve a variety of landscapes and architectural features that are most of the Ming. The two countries, each region's natural environment and human environment, different, unique characteristics to each other in the implementation of a unique hydroponic Garden tube and ideological backgrounds, but especially the 'eunilgwan' and the terrain that is divided according to the conditions of this study, so fulfilling Garden was conducted.

Natural Language Processing Model for Data Visualization Interaction in Chatbot Environment (챗봇 환경에서 데이터 시각화 인터랙션을 위한 자연어처리 모델)

  • Oh, Sang Heon;Hur, Su Jin;Kim, Sung-Hee
    • KIPS Transactions on Computer and Communication Systems
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    • v.9 no.11
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    • pp.281-290
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    • 2020
  • With the spread of smartphones, services that want to use personalized data are increasing. In particular, healthcare-related services deal with a variety of data, and data visualization techniques are used to effectively show this. As data visualization techniques are used, interactions in visualization are also naturally emphasized. In the PC environment, since the interaction for data visualization is performed with a mouse, various filtering for data is provided. On the other hand, in the case of interaction in a mobile environment, the screen size is small and it is difficult to recognize whether or not the interaction is possible, so that only limited visualization provided by the app can be provided through a button touch method. In order to overcome the limitation of interaction in such a mobile environment, we intend to enable data visualization interactions through conversations with chatbots so that users can check individual data through various visualizations. To do this, it is necessary to convert the user's query into a query and retrieve the result data through the converted query in the database that is storing data periodically. There are many studies currently being done to convert natural language into queries, but research on converting user queries into queries based on visualization has not been done yet. Therefore, in this paper, we will focus on query generation in a situation where a data visualization technique has been determined in advance. Supported interactions are filtering on task x-axis values and comparison between two groups. The test scenario utilized data on the number of steps, and filtering for the x-axis period was shown as a bar graph, and a comparison between the two groups was shown as a line graph. In order to develop a natural language processing model that can receive requested information through visualization, about 15,800 training data were collected through a survey of 1,000 people. As a result of algorithm development and performance evaluation, about 89% accuracy in classification model and 99% accuracy in query generation model was obtained.

A Study on the Development of High Sensitivity Collision Simulation with Digital Twin (디지털 트윈을 적용한 고감도 충돌 시뮬레이션 개발을 위한 연구)

  • Ki, Jae-Sug;Hwang, Kyo-Chan;Choi, Ju-Ho
    • Journal of the Society of Disaster Information
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    • v.16 no.4
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    • pp.813-823
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    • 2020
  • Purpose: In order to maximize the stability and productivity of the work through simulation prior to high-risk facilities and high-cost work such as dismantling the facilities inside the reactor, we intend to use digital twin technology that can be closely controlled by simulating the specifications of the actual control equipment. Motion control errors, which can be caused by the time gap between precision control equipment and simulation in applying digital twin technology, can cause hazards such as collisions between hazardous facilities and control equipment. In order to eliminate and control these situations, prior research is needed. Method: Unity 3D is currently the most popular engine used to develop simulations. However, there are control errors that can be caused by time correction within Unity 3D engines. The error is expected in many environments and may vary depending on the development environment, such as system specifications. To demonstrate this, we develop crash simulations using Unity 3D engines, which conduct collision experiments under various conditions, organize and analyze the resulting results, and derive tolerances for precision control equipment based on them. Result: In experiments with collision experiment simulation, the time correction in 1/1000 seconds of an engine internal function call results in a unit-hour distance error in the movement control of the collision objects and the distance error is proportional to the velocity of the collision. Conclusion: Remote decomposition simulators using digital twin technology are considered to require limitations of the speed of movement according to the required precision of the precision control devices in the hardware and software environment and manual control. In addition, the size of modeling data such as system development environment, hardware specifications and simulations imitated control equipment and facilities must also be taken into account, available and acceptable errors of operational control equipment and the speed required of work.

Characteristics on De-CH4/NOx according to Ceramic and Metal Substrates of SCR Catalysts for CNG Buses (CNG 버스용 SCR 촉매의 세라믹과 메탈 담체에 따른 De-CH4/NOx 특성)

  • Seo, Choong-Kil
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.19 no.1
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    • pp.18-24
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    • 2018
  • The policy-making and technological development of eco-friendly automobiles designed to increase their supply is ongoing, but the internal combustion engine still accounts for about 95% of the automobiles in use. Also, in order to meet the stricter emission regulations of internal combustion engines based on fossil fuels, the proportion of after-treatments for vehicles and (ocean going) vessels is gradually increasing. Natural gas is a clean fuel that emits few air pollutants and has been used mainly as a fuel for city buses. In the long term, we intend to develop a new NGOC/LNT+NGCO/SCR combined system that simultaneously reduces the toxic gases, $CH_4$ and NOx, emitted from CNG buses. The objective of this study is to investigate the characteristics of $de-CH_4/NOx$ according to the ceramic and metal substrates of the SCR (Selective Catalytic Reduction) catalysts mounted downstream of the combined system. The V and Cu-SCR catalysts did not affect the $CH_4$ oxidation reaction, the two NGOC/SCR catalysts each coated with two layers began to oxidize $CH_4$ at $400^{\circ}C$, and the amount of $CH_4$ emitted was reduced to about 20% of its initial value at about $550^{\circ}C$. The two NGOC/SCR catalysts each coated with two layers showed a negative (-) NOx conversion rate above $350^{\circ}C$. The ceramic-based combined system reached LOT50 at $500^{\circ}C$, which was about 20% higher in terms of the $CH_4$ conversion rate than the metal-based combined system, showing that the combined system of NGOC/LNT+Cu-SCR is a suitable combination.

Questionnaire Study on the Difficulties and Improvements of the 6th Industrialization Dairy Farm (설문을 통한 6차산업형 목장경영의 애로사항과 개선방안에 관한 연구)

  • Lee, Jin-Sung;Nam, Ki-Taeg;Park, Seong-Min;Son, Yong-Suk
    • Journal of Dairy Science and Biotechnology
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    • v.34 no.4
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    • pp.255-262
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    • 2016
  • This study was conducted to investigate the difficulties of dairy farms in practicing 6th industrialization and methods for overcoming these difficulties. A qustionnaire survey was carried out to examine the present states of farms, recognition of the farmstead milk-processing market situation, possibility of farmstead milk processing for reducing the raw milk surplus, assessment of government policies, and difficulties dairy farmers confront in realizing the 6th industrialization. Farm sizes, types, and human resources organizations varied between farms. Most farmers were producing yogurt and/or fresh (string or barbecue) cheeses, which were marketed through 'Visit and Purchase' channel. Farmers who answered the questionnaire were relatively positive about the current situation of farmstead milk processing, expecting to be involved in the disposal of excess raw milk. Nevertheless, they responded negatively about current relevant policies, citing the main difficulties caused by 'excessive regulation'. Other barriers to successful '6th industrialization' are difficulties in marketing and lack of funds. Approximately 19% of dairy farms practicing the '6th industrialization' use automatic milking system (AMS) and 38.46% of dairy farmers whose milking depends on conventional milking system intend to introduce AMS in the future. Positive expectations of AMS adoption were mostly related to 'lack of time and labor', 'exhibiting for tourism', and 'succession of dairying'.

Effect of Defatted Soy flour on the Bread Making Properties of Wheat flour (탈지 대두분 첨가가 제빵 특성에 미치는 영향)

  • Yoo Yang-Ja;Chang Hak-Gil;Choi Young-Sim
    • Korean journal of food and cookery science
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    • v.21 no.3 s.87
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    • pp.301-310
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    • 2005
  • The effects of defatted soy flour on the physicochemical characteristics of dough and bread making properties were studied. Defatted soy flour is added to wheat flour for bread-making in order to maximize the use of isoflavones in the soybean. Different particle sizes of both defatted soy flour and wheat flour were prepared by grinding and sievingwith meshes. In the mixograph test, the addition of defatted soy flour to wheat flour increased the requirement for water and decreased the dough development time. Water absorption rates were also investigated to determine the optimum quantity of water for good dough. As the level of defatted soy flour mixed with wheat flour increased, the sedimentation and P.K. values decreased. In comparison with control, the bread made with defatted soy flour especially had a lower specific loaf volume. Specific loaf volume of wheat flour-defatted soy flour bread prepared (Ed- this is an incomplete sentence, it's only a subject clause, and I don't how what you intend to state). In terms of the staling rate and hardness of the wheat flour-defatted soy flour bread, the increased defatted soy flour had a faster staling rate during storage at 5? than at 25? for 5days. From the result of sensory evaluation, wheat flour-defatted soy flour breads containing up to $4\%$ defatted soy flour were rated as being of high quality.

Information types and characteristics within the Wireless Emergency Alert in COVID-19: Focusing on Wireless Emergency Alerts in Seoul (코로나 19 하에서 재난문자 내의 정보유형 및 특성: 서울특별시 재난문자를 중심으로)

  • Yoon, Sungwook;Nam, Kihwan
    • Journal of Intelligence and Information Systems
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    • v.28 no.1
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    • pp.45-68
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    • 2022
  • The central and local governments of the Republic of Korea provided information necessary for disaster response through wireless emergency alerts (WEAs) in order to overcome the pandemic situation in which COVID-19 rapidly spreads. Among all channels for delivering disaster information, wireless emergency alert is the most efficient, and since it adopts the CBS(Cell Broadcast Service) method that broadcasts directly to the mobile phone, it has the advantage of being able to easily access disaster information through the mobile phone without the effort of searching. In this study, the characteristics of wireless emergency alerts sent to Seoul during the past year and one month (January 2020 to January 2021) were derived through various text mining methodologies, and various types of information contained in wireless emergency alerts were analyzed. In addition, it was confirmed through the population mobility by age in the districts of Seoul that what kind of influence it had on the movement behavior of people. After going through the process of classifying key words and information included in each character, text analysis was performed so that individual sent characters can be used as an analysis unit by applying a document cluster analysis technique based on the included words. The number of WEAs sent to the Seoul has grown dramatically since the spread of Covid-19. In January 2020, only 10 WEAs were sent to the Seoul, but the number of the WEAs increased 5 times in March, and 7.7 times over the previous months. Since the basic, regional local government were authorized to send wireless emergency alerts independently, the sending behavior of related to wireless emergency alerts are different for each local government. Although most of the basic local governments increased the transmission of WEAs as the number of confirmed cases of Covid-19 increases, the trend of the increase in WEAs according to the increase in the number of confirmed cases of Covid-19 was different by region. By using structured econometric model, the effect of disaster information included in wireless emergency alerts on population mobility was measured by dividing it into baseline effect and accumulating effect. Six types of disaster information, including date, order, online URL, symptom, location, normative guidance, were identified in WEAs and analyzed through econometric modelling. It was confirmed that the types of information that significantly change population mobility by age are different. Population mobility of people in their 60s and 70s decreased when wireless emergency alerts included information related to date and order. As date and order information is appeared in WEAs when they intend to give information about Covid-19 confirmed cases, these results show that the population mobility of higher ages decreased as they reacted to the messages reporting of confirmed cases of Covid-19. Online information (URL) decreased the population mobility of in their 20s, and information related to symptoms reduced the population mobility of people in their 30s. On the other hand, it was confirmed that normative words that including the meaning of encouraging compliance with quarantine policies did not cause significant changes in the population mobility of all ages. This means that only meaningful information which is useful for disaster response should be included in the wireless emergency alerts. Repeated sending of wireless emergency alerts reduces the magnitude of the impact of disaster information on population mobility. It proves indirectly that under the prolonged pandemic, people started to feel tired of getting repetitive WEAs with similar content and started to react less. In order to effectively use WEAs for quarantine and overcoming disaster situations, it is necessary to reduce the fatigue of the people who receive WEA by sending them only in necessary situations, and to raise awareness of WEAs.

The Impacts of Social Support and Psychological Factors on Guild Members' Flow and Loyalty in MMORPG (MMORPG에서 길드 구성원들의 사회적 지지와 심리적 요인들이 플로우 및 충성도에 미치는 영향)

  • Kang, Ju-Seon;Ko, Yoon-Jung;Ko, Il-Sang
    • Asia pacific journal of information systems
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    • v.19 no.3
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    • pp.69-98
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    • 2009
  • We investigated what factors motivate gamers to participate in a guild and why they continue to be engaged as members of the guild. We find that, based on the result of focus group interviews with MMORPG gamers, social support and self-esteem factors play important roles. Considering both prior research and the focus group interviews we have conducted, we define social support and character control as independent variables. Character identity, guild identity, and self-esteem are proposed as mediating variables while guild flow and game loyalty as dependent variables. Accordingly, we develop the research model and hypotheses, and verify them empirically. Based on our experiences of playing the WoW game, we proposed a research model and conducted focus-group interviews (FGIs). FGIs involve formulating a hypothesis and then collecting some relevant data. FGIs were conducted face-to-face with students of C University in Korea. We formulated structured interview schedules, and the questions were based on our research variables and personal experiences. The questions for the interviews encompassed the following areas: (a) the demographic characteristics of the focus group; (b) the number of years for which respondents had played online games; (c) the motive for starting a game; (d) the number of game-characters assumed by each gamer; (e) the type of game played; and (f) other issues such as the reasons for involvement in the play, the willingness to reuse the game in case new versions were released, etc. On average, it took two hours to interview each of three groups. A primary set of FGIs was conducted with three groups on the premise that there would be some differences caused by character race (Horde vs. Alliance) or by playable server (Normal vs. Combat). With respect to the manner of playing, we found that guild members shared information, felt a sense of belonging, and played computer games for quite a long time through the guild; however, they did not undergo these experiences when playing alone. Gamers who belonged to a specific guild helped other players without expecting compensation for that, freely shared information about the game, gave away items for free, and more generous with other members who made mistakes. The guild members were aware of the existence other members and experienced a sense of belonging through interactions with, and evaluations from, other players. It was clear that social support was shown within the guild and that it played an important role as a major research variable. Based on the results of the first FGIs, a second set of in-depth FGIs was carried out with a focus on the psychology of the individual within the guild and the social community of the guild. The second set of FGIs also focused on the guild's offline meetings. Gamers, over all, recognize the necessity of joining a community, not only off-line but also online world of the guild. They admit that the guild is important for them to easily and conveniently enjoy playing online computer games. The active behavior and positive attitudes of existing guild members can motivate new members of the guild to adapt themselves to the guild environment. They then adopt the same behaviors and attitudes of established guild members. In this manner, the new members of the guild strengthen the bonds with other gamers while feeling a sense of belonging, and developing social identity, thereby. It was discovered that the interaction among guild members and the social support encouraged new gamers to quickly develop a sense of social identity and increase their self-esteem. The guild seemed to play the role of socializing gamers. Sometimes, even in the real world, the guild members helped one another; therefore, the features of the guild also spilled over to the offline environment. We intend to use self-esteem, which was found through the second set of FGIs, as an important research variable. To collect data, an online survey was designed with a questionnaire to be completed by WoW gamers, who belong to a guild. The survey was registered on the best three domestic game-sites: 'WoW playforum,' 'WoW gamemeca,' and 'Wow invent.' The selected items to be measured in the questionnaire were decided based on prior research and data from FGIs. To verify the content of the questionnaire, we carried out a pilot test with the same participants to point out ambiguous questions as a way to ensure maximum accuracy of the survey result. A total of 244 responses were analyzed from the 250 completed questionnaires. The SEM analysis was used to test goodness-of-fit of the model. As a result, we found important results as follows: First, according to the statistics, social support had statistically significant impacts on character control, character identity, guild identity and self-esteem. Second, character control had significant effects on character identity, guild identity and self-esteem. Third, character identity shows its clear impact on self-esteem and game loyalty. Fourth, guild identity affected self-esteem, guild flow and game loyalty. Fifth, self-esteem had a positive influence on the guild flow. These days, the number of virtual community is rising along with its significance largely because of the nature of the online games. Accordingly, this study is designed to clarify the psychological relationship between gamers within the guild that has been generally established by gamers to play online games together. This study focuses on the relationships in which social support influences guild flow or game loyalty through character control, character identity, guild identity, and self-esteem, which are present within a guild in the MMORPG game environment. The study results are as follows. First, the effects of social support on character control, character identity, guild identity and self-esteem are proven to be statistically significant. It was found that character control improves character identity, guild identity and self-esteem. Among the seven variables, social support, which is derived from FGIs, plays an important role in this study. With the active support of other guild members, gamers can improve their ability to develop good characters and to control them. Second, character identity has a positive effect on self-esteem and game loyalty, while guild identity has a significant effect on self-esteem, guild flow and game loyalty. Self-esteem affects guild flow. It was found that the higher the character and guild identities become, the greater the self-esteem is established. Contrary to the findings of prior research, our study results indicate that the relationship between character identity and guild flow is not significant. Rather, it was found that character identity directly affects game players' loyalty. Even though the character identity had no direct effect on increasing guild flow, it has indirectly affected guild flow through self-esteem. The significant relationship between self-esteem and guild flow indicates that gamers achieve flow, i.e., a feeling of pleasure and excitement through social support. Several important implications of this study should be noted. First, both qualitative and quantitative methods were used to conduct this study. Through FGIs, it was observed that both social support and self-esteem are important variables. Second, because guilds had been rarely studied, this research is expected to play an important role in the online community. Third, according to the result, six hypotheses (H1, H5, H6, H7, H8, and H11) setup based on FGIs, were statistically significant; thus, we can suggest the corresponding relationships among the variables as a guideline for follow-up research. Our research is significant as it has following implications: first, the social support of the guild members is important when establishing character control, character identity, guildidentity and self-esteem. It is also a major variable that affects guild flow and game loyalty. Second, character control when improved by social support shows notable influence on the development of character identity, guild identity and self-esteem. Third, character identity and guild identity are major factors to help establish gamers' own self-esteem. Fourth, character identity affects guild flow through self-esteem and game loyalty. The gamers usually express themselves through characters; the higher character identity is, the more loyalty a gamer has. Fifth, guild identity, established within the guild, has clear effects on self-esteem, guild flow and game loyalty. Sixth, qualitative and quantitative methods are employed to conduct this study. Based on the results of focus group interviews and SEM analysis, we find that the social support by guild members and psychological factors are significant in strengthening the flow of guild and loyalty to the game. As such, game developers should provide some extra functions for guild community, through which gamers can play online games in collaboration with one another. Also, we suggest that positive self-esteem which is built up through social support can help gamers achieve higher level of flow and satisfaction, which will consequently contribute to minimizing the possibility for the players to develop negative attitude toward the guild they belong to.