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The Effect of Expert Reviews on Consumer Product Evaluations: A Text Mining Approach (전문가 제품 후기가 소비자 제품 평가에 미치는 영향: 텍스트마이닝 분석을 중심으로)

  • Kang, Taeyoung;Park, Do-Hyung
    • Journal of Intelligence and Information Systems
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    • v.22 no.1
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    • pp.63-82
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    • 2016
  • Individuals gather information online to resolve problems in their daily lives and make various decisions about the purchase of products or services. With the revolutionary development of information technology, Web 2.0 has allowed more people to easily generate and use online reviews such that the volume of information is rapidly increasing, and the usefulness and significance of analyzing the unstructured data have also increased. This paper presents an analysis on the lexical features of expert product reviews to determine their influence on consumers' purchasing decisions. The focus was on how unstructured data can be organized and used in diverse contexts through text mining. In addition, diverse lexical features of expert reviews of contents provided by a third-party review site were extracted and defined. Expert reviews are defined as evaluations by people who have expert knowledge about specific products or services in newspapers or magazines; this type of review is also called a critic review. Consumers who purchased products before the widespread use of the Internet were able to access expert reviews through newspapers or magazines; thus, they were not able to access many of them. Recently, however, major media also now provide online services so that people can more easily and affordably access expert reviews compared to the past. The reason why diverse reviews from experts in several fields are important is that there is an information asymmetry where some information is not shared among consumers and sellers. The information asymmetry can be resolved with information provided by third parties with expertise to consumers. Then, consumers can read expert reviews and make purchasing decisions by considering the abundant information on products or services. Therefore, expert reviews play an important role in consumers' purchasing decisions and the performance of companies across diverse industries. If the influence of qualitative data such as reviews or assessment after the purchase of products can be separately identified from the quantitative data resources, such as the actual quality of products or price, it is possible to identify which aspects of product reviews hamper or promote product sales. Previous studies have focused on the characteristics of the experts themselves, such as the expertise and credibility of sources regarding expert reviews; however, these studies did not suggest the influence of the linguistic features of experts' product reviews on consumers' overall evaluation. However, this study focused on experts' recommendations and evaluations to reveal the lexical features of expert reviews and whether such features influence consumers' overall evaluations and purchasing decisions. Real expert product reviews were analyzed based on the suggested methodology, and five lexical features of expert reviews were ultimately determined. Specifically, the "review depth" (i.e., degree of detail of the expert's product analysis), and "lack of assurance" (i.e., degree of confidence that the expert has in the evaluation) have statistically significant effects on consumers' product evaluations. In contrast, the "positive polarity" (i.e., the degree of positivity of an expert's evaluations) has an insignificant effect, while the "negative polarity" (i.e., the degree of negativity of an expert's evaluations) has a significant negative effect on consumers' product evaluations. Finally, the "social orientation" (i.e., the degree of how many social expressions experts include in their reviews) does not have a significant effect on consumers' product evaluations. In summary, the lexical properties of the product reviews were defined according to each relevant factor. Then, the influence of each linguistic factor of expert reviews on the consumers' final evaluations was tested. In addition, a test was performed on whether each linguistic factor influencing consumers' product evaluations differs depending on the lexical features. The results of these analyses should provide guidelines on how individuals process massive volumes of unstructured data depending on lexical features in various contexts and how companies can use this mechanism from their perspective. This paper provides several theoretical and practical contributions, such as the proposal of a new methodology and its application to real data.

Exploring the Temporal Relationship Between Traffic Information Web/Mobile Application Access and Actual Traffic Volume on Expressways (웹/모바일-어플리케이션 접속 지표와 TCS 교통량의 상관관계 연구)

  • RYU, Ingon;LEE, Jaeyoung;CHOI, Keechoo;KIM, Junghwa;AHN, Soonwook
    • Journal of Korean Society of Transportation
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    • v.34 no.1
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    • pp.1-14
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    • 2016
  • In the recent years, the internet has become accessible without limitation of time and location to anyone with smartphones. It resulted in more convenient travel information access both on the pre-trip and en-route phase. The main objective of this study is to conduct a stationary test for traffic information web/mobile application access indexes from TCS (Toll Collection System); and analyzing the relationship between the web/mobile application access indexes and actual traffic volume on expressways, in order to analyze searching behavior of expressway related travel information. The key findings of this study are as follows: first, the results of ADF-test and PP-test confirm that the web/mobile application access indexes by time periods satisfy stationary conditions even without log or differential transformation. Second, the Pearson correlation test showed that there is a strong and positive correlation between the web/mobile application access indexes and expressway entry and exit traffic volume. In contrast, truck entry traffic volume from TCS has no significant correlation with the web/mobile application access indexes. Third, the time gap relationship between time-series variables (i.e., concurrent, leading and lagging) was analyzed by cross-correlation tests. The results indicated that the mobile application access leads web access, and the number of mobile application execution is concurrent with all web access indexes. Lastly, there was no web/mobile application access indexes leading expressway entry traffic volumes on expressways, and the highest correlation was observed between webpage view/visitor/new visitor/repeat visitor/application execution counts and expressway entry volume with a lag of one hour. It is expected that specific individual travel behavior can be predicted such as route conversion time and ratio if the data are subdivided by time periods and areas and utilizing traffic information users' location.

The effect of reading strategies developing through reciprocal teaching on reading comprehension, metacognition, self efficacy (상보적 수업을 활용한 읽기전략 훈련이 독해력, 초인지, 자기효능감에 미치는 효과)

  • Kim, Mi-Jeong;Eun, Hyuk-Gi
    • The Korean Journal of Elementary Counseling
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    • v.11 no.2
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    • pp.299-320
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    • 2012
  • We have information through a variety of media such as language, pictures and internet. Since we get information through texts mostly, we can say that reading ability which enables a person to read a text and understand its meaning basically is the most essential for people to possess. Taking the advantage of the fact that a school is a place where learning and daily-life guidance can be made at the same time, we need to try encouraging students to involve in learning process and feel a sense of accomplishment by adding consultation between a teacher and a student or between a student and a student in Korean subject. This study selected two fifth grade classes of an elementary school of small and medium-sized city as an experimental group and a control group respectively and applied reading strategy program by using interaction of complementary lesson as the number of ten times during five weeks. It focused on making students interested in complementary class and encouraging them to become active participants. This study's goal is to see if the reading strategy program affects students' reading comprehension, metacognition and a sense of self-efficacy The results of the study are as in the following: first, the reading strategy program of complementary lesson is effective in students' reading comprehension and a range of factual understanding and sentimental understanding. Second, the reading strategy program of complementary lesson is effective in adjustment area as a subordinate factor of metacognition. Third, the reading strategy program of complementary lessonis effective in students' sense of self-efficacy. It is shown that experience of using new reading strategy and successful experience and help in peer-group members have a positive effects on a student's sense of self-efficacy. Forth, as the result of satisfaction evaluation over the program with the students' activity report and researchers' observation results, the study shows that the organization and operation of the program influences on students' effort and participation to reach the goal together positively. Through the results as above, we can say that the reading strategy program of complementary lesson have a positive effect on a student's reading comprehension, metacognition and a sense of self-efficacy.

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The Empirical Study on the Effect of Technology Exchanges in the Fourth Industrial Revolution between Korea and China: Focused on the Firm Social Network Analysis (한중 4차산업혁명 기술교류 및 효과에 대한 실증연구: 기업 소셜 네트워크 분석 중심으로)

  • Zhou, Zhenxin;Sohn, Kwonsang;Hwang, Yoon Min;Kwon, Ohbyung
    • The Journal of Society for e-Business Studies
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    • v.25 no.3
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    • pp.41-61
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    • 2020
  • China's rapid development and commercialization of high-tech technologies in the fourth industrial revolution has led to effective technology exchanges between Korean and Chinese firms becoming more important to Korea's mid-term and long-term industrial development. However, there is still a lack of empirical research on how technology exchanges between Korean and Chinese firms proceed and their effectiveness. In response, this study conducted a social network analysis based on text mining data of Korea-China business technology exchange and cooperation articles introduced in the news from 2018 to March 2020 on the current status and effects of Korea-China technology exchanges related to the fourth industrial revolution, and conducted a regression analysis how network centrality effect on the firm performance. According to the results, most of the Korean major electronic firms are actively networking with Chinese firms and institutions, showing high centrality in the centrality index. Korean telecommunication firms showed high betweenness centrality and subgraph centrality, and Korean Internet service providers and broadcasting contents firms showed high eigenvector centrality. In addition, Chinese firms showed higher betweenness centrality than Korean firms, and Chinese service firms showed higher closeness centrality than manufacturing firms. As a result of regression analysis, this network centrality had a positive effect on firm performance. To the best of our knowledge, this is the first to analyze the impact of the technical cooperation between Korean and Chinese firms under the fourth industrial revolution context. This study has theoretical implications that suggested the direction of social network analysis-based empirical research in global firm cooperation. Also, this study has practical implications that the guidelines for network analysis in setting the direction of technical cooperation between Korea and China by firms or governments.

A Regression-Model-based Method for Combining Interestingness Measures of Association Rule Mining (연관상품 추천을 위한 회귀분석모형 기반 연관 규칙 척도 결합기법)

  • Lee, Dongwon
    • Journal of Intelligence and Information Systems
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    • v.23 no.1
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    • pp.127-141
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    • 2017
  • Advances in Internet technologies and the proliferation of mobile devices enabled consumers to approach a wide range of goods and services, while causing an adverse effect that they have hard time reaching their congenial items even if they devote much time to searching for them. Accordingly, businesses are using the recommender systems to provide tools for consumers to find the desired items more easily. Association Rule Mining (ARM) technology is advantageous to recommender systems in that ARM provides intuitive form of a rule with interestingness measures (support, confidence, and lift) describing the relationship between items. Given an item, its relevant items can be distinguished with the help of the measures that show the strength of relationship between items. Based on the strength, the most pertinent items can be chosen among other items and exposed to a given item's web page. However, the diversity of the measures may confuse which items are more recommendable. Given two rules, for example, one rule's support and confidence may not be concurrently superior to the other rule's. Such discrepancy of the measures in distinguishing one rule's superiority from other rules may cause difficulty in selecting proper items for recommendation. In addition, in an online environment where a web page or mobile screen can provide a limited number of recommendations that attract consumer interest, the prudent selection of items to be included in the list of recommendations is very important. The exposure of items of little interest may lead consumers to ignore the recommendations. Then, such consumers will possibly not pay attention to other forms of marketing activities. Therefore, the measures should be aligned with the probability of consumer's acceptance of recommendations. For this reason, this study proposes a model-based approach to combine those measures into one unified measure that can consistently determine the ranking of recommended items. A regression model was designed to describe how well the measures (independent variables; i.e., support, confidence, and lift) explain consumer's acceptance of recommendations (dependent variables, hit rate of recommended items). The model is intuitive to understand and easy to use in that the equation consists of the commonly used measures for ARM and can be used in the estimation of hit rates. The experiment using transaction data from one of the Korea's largest online shopping malls was conducted to show that the proposed model can improve the hit rates of recommendations. From the top of the list to 13th place, recommended items in the higher rakings from the proposed model show the higher hit rates than those from the competitive model's. The result shows that the proposed model's performance is superior to the competitive model's in online recommendation environment. In a web page, consumers are provided around ten recommendations with which the proposed model outperforms. Moreover, a mobile device cannot expose many items simultaneously due to its limited screen size. Therefore, the result shows that the newly devised recommendation technique is suitable for the mobile recommender systems. While this study has been conducted to cover the cross-selling in online shopping malls that handle merchandise, the proposed method can be expected to be applied in various situations under which association rules apply. For example, this model can be applied to medical diagnostic systems that predict candidate diseases from a patient's symptoms. To increase the efficiency of the model, additional variables will need to be considered for the elaboration of the model in future studies. For example, price can be a good candidate for an explanatory variable because it has a major impact on consumer purchase decisions. If the prices of recommended items are much higher than the items in which a consumer is interested, the consumer may hesitate to accept the recommendations.

Interpretation on the Formative Design for Garden Pond of Hwaseol-dang in Muan (무안 화설당(花雪堂) 지당(池塘)의 조형디자인적 해석(解釋))

  • Rho, Jae-Hyun;Lee, Hyun-Woo
    • Journal of the Korean Institute of Traditional Landscape Architecture
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    • v.33 no.2
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    • pp.1-11
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    • 2015
  • This study sheds light on a pond design process which is a core facility of Hwaseol-dang in Muan, the Jeonnam. The plasticity of the pond was analyzed and interpreted for the design process using methods such as "literature search, interview, site visits, aerial pictures, aerial photographing, drawing figures of configuration plane via measurements, internet search, etc.", to trace the developing process of the design and the implications therein. The study results being centered on the developing process of the pond design are summarized herein below. The position of the Hwaseol-dang, being formed on a low hill having low competence as a place for a pavilion, draws more attention regarding its implications from the aspect of inner design. The pond Hwaseol-dang is in a rectangular shape of 1 : 1.2 ratio, in which the depth is a bit higher on the pond edge of the Hwaseol-dang thus being slanted, and Crape Myrtle, which is not known whether introduced during the formation of the pond, is cultivated on the island in the center widespread toward the southeast region. The planar design of the pond is interpreted as "rectangular pond" but it has a smooth half-moon shape where a part is excluded to remove edge. In particular, the three islands in rectangular pond, due to the narrow area, put one island and two half-moon-shaped islands in juxtaposition, and thus, although only being one island, resultantly exhibits the existence effect of proliferated three islands. This is allegedly due to the intentional formation aiming at the effect of hybrid while minimizing the overlap due to merging and adding from the aspect of constituting a design. Furthermore, the pond Hwaseol-dang is extended northwest along with Hwaseol-dang, and also the island in the center is thought to additionally have one or two, but the widespread phenomenon of the island in the center appears to consider the effect of "sit view on the floor of the pavilion of Hwaseol-dang". Considering that even a few examples of ponds having the three islands among the private house gardens in the nation are all curved ponds, the characteristics of the rectangular Hwaseol-dang pond establishing the garden effect of the three islands by modifying the one island in rectangular pond is highly notable. Considering that the three islands of "Yeongju, Bangjang, and Bongrae" is the original shape of the pond garden gestating Taoist ideology, as a symbolic design of a pond, it is regarded as the characteristics of the pond shape in Jeonnam area, and the so-called three treasures "Hwaseol-dang, Camellia, and oddly shaped stones, etc." are concentrated as the symbolism of Hwaseol-dang pond.

A Multimodal Profile Ensemble Approach to Development of Recommender Systems Using Big Data (빅데이터 기반 추천시스템 구현을 위한 다중 프로파일 앙상블 기법)

  • Kim, Minjeong;Cho, Yoonho
    • Journal of Intelligence and Information Systems
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    • v.21 no.4
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    • pp.93-110
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    • 2015
  • The recommender system is a system which recommends products to the customers who are likely to be interested in. Based on automated information filtering technology, various recommender systems have been developed. Collaborative filtering (CF), one of the most successful recommendation algorithms, has been applied in a number of different domains such as recommending Web pages, books, movies, music and products. But, it has been known that CF has a critical shortcoming. CF finds neighbors whose preferences are like those of the target customer and recommends products those customers have most liked. Thus, CF works properly only when there's a sufficient number of ratings on common product from customers. When there's a shortage of customer ratings, CF makes the formation of a neighborhood inaccurate, thereby resulting in poor recommendations. To improve the performance of CF based recommender systems, most of the related studies have been focused on the development of novel algorithms under the assumption of using a single profile, which is created from user's rating information for items, purchase transactions, or Web access logs. With the advent of big data, companies got to collect more data and to use a variety of information with big size. So, many companies recognize it very importantly to utilize big data because it makes companies to improve their competitiveness and to create new value. In particular, on the rise is the issue of utilizing personal big data in the recommender system. It is why personal big data facilitate more accurate identification of the preferences or behaviors of users. The proposed recommendation methodology is as follows: First, multimodal user profiles are created from personal big data in order to grasp the preferences and behavior of users from various viewpoints. We derive five user profiles based on the personal information such as rating, site preference, demographic, Internet usage, and topic in text. Next, the similarity between users is calculated based on the profiles and then neighbors of users are found from the results. One of three ensemble approaches is applied to calculate the similarity. Each ensemble approach uses the similarity of combined profile, the average similarity of each profile, and the weighted average similarity of each profile, respectively. Finally, the products that people among the neighborhood prefer most to are recommended to the target users. For the experiments, we used the demographic data and a very large volume of Web log transaction for 5,000 panel users of a company that is specialized to analyzing ranks of Web sites. R and SAS E-miner was used to implement the proposed recommender system and to conduct the topic analysis using the keyword search, respectively. To evaluate the recommendation performance, we used 60% of data for training and 40% of data for test. The 5-fold cross validation was also conducted to enhance the reliability of our experiments. A widely used combination metric called F1 metric that gives equal weight to both recall and precision was employed for our evaluation. As the results of evaluation, the proposed methodology achieved the significant improvement over the single profile based CF algorithm. In particular, the ensemble approach using weighted average similarity shows the highest performance. That is, the rate of improvement in F1 is 16.9 percent for the ensemble approach using weighted average similarity and 8.1 percent for the ensemble approach using average similarity of each profile. From these results, we conclude that the multimodal profile ensemble approach is a viable solution to the problems encountered when there's a shortage of customer ratings. This study has significance in suggesting what kind of information could we use to create profile in the environment of big data and how could we combine and utilize them effectively. However, our methodology should be further studied to consider for its real-world application. We need to compare the differences in recommendation accuracy by applying the proposed method to different recommendation algorithms and then to identify which combination of them would show the best performance.

A Study on Strategy for developing LBS Entertainment content based on local tourist information (지역 관광 정보를 활용한 LBS 엔터테인먼트 컨텐츠 개발 방안에 관한 연구)

  • Kim, Hyun-Jeong
    • Archives of design research
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    • v.20 no.3 s.71
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    • pp.151-162
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    • 2007
  • How can new media devices and networks provide an effective response to the world's growing sector of cultural and historically-minded travelers? This study emerged from the question of how mobile handsets can change the nature of cultural and historical tourism in ubiquitous city environments. As wireless network and mobile IT have rapidly developed, it becomes possible to deliver cultural and historical information on the site through mobile handset as a tour guidance system. The paper describes the development of a new type of mobile tourism platform for site-specific cultural and historical information. The central objective of the project was to organize this cultural and historical walking tour around the mobile handset and its unique advantages (i.e. portability, multi-media capacity, access to wireless internet, and location-awareness potential) and then integrate the tour with a historical story and role-playing game that would deepen the mobile user's interest in the sites being visited, and enhance his or her overall experience of the area. The project was based on twelve locations that were culturally and historically significant to Korean War era in Busan. After the mobile tour game prototype was developed for this route, it was evaluated at the 10th PIFF (Pusan International Film Festival). After use test, some new strategies for developing mobile "edutainment content" to deliver cultural historical contents of the location were discussed. Combining 'edutainment' with a cultural and historical mobile walking tour brings a new dimension to existing approaches of the tourism and mobile content industry.

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Development of a Real-Time Mobile GIS using the HBR-Tree (HBR-Tree를 이용한 실시간 모바일 GIS의 개발)

  • Lee, Ki-Yamg;Yun, Jae-Kwan;Han, Ki-Joon
    • Journal of Korea Spatial Information System Society
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    • v.6 no.1 s.11
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    • pp.73-85
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    • 2004
  • Recently, as the growth of the wireless Internet, PDA and HPC, the focus of research and development related with GIS(Geographic Information System) has been changed to the Real-Time Mobile GIS to service LBS. To offer LBS efficiently, there must be the Real-Time GIS platform that can deal with dynamic status of moving objects and a location index which can deal with the characteristics of location data. Location data can use the same data type(e.g., point) of GIS, but the management of location data is very different. Therefore, in this paper, we studied the Real-Time Mobile GIS using the HBR-tree to manage mass of location data efficiently. The Real-Time Mobile GIS which is developed in this paper consists of the HBR-tree and the Real-Time GIS Platform HBR-tree. we proposed in this paper, is a combined index type of the R-tree and the spatial hash Although location data are updated frequently, update operations are done within the same hash table in the HBR-tree, so it costs less than other tree-based indexes Since the HBR-tree uses the same search mechanism of the R-tree, it is possible to search location data quickly. The Real-Time GIS platform consists of a Real-Time GIS engine that is extended from a main memory database system. a middleware which can transfer spatial, aspatial data to clients and receive location data from clients, and a mobile client which operates on the mobile devices. Especially, this paper described the performance evaluation conducted with practical tests if the HBR-tree and the Real-Time GIS engine respectively.

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The Analysis of Patients in Oral Medicine and the Evaluation of Oral Medicine as a Special Field (내원경로 분석을 통한 전문과목으로서의 구강내과의 역할)

  • Chung, Tae-Yong;Ryu, Ji-Won;Kang, Jin-Kyu;Ahn, Hyung-Joon;Choi, Jong-Hoon
    • Journal of Oral Medicine and Pain
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    • v.30 no.4
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    • pp.391-400
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    • 2005
  • Special Practitioner exists based on the need for special fields that are required to manage difficult patients with specialized skills distinguished from General practitioner. The purpose of dental specialist system is to manage patients who are not treatable by general practitioner by training doctors specializing in one specific field, thereby, enhancing health of the public. Oral Medicine deals with orofacial pain, oral soft tissue disease, forensic dentistry, oral diagnosis. In these days, living environments of city life bring about increase in stress which ultimately lead to increase in prevalence of temporomandibular disorder, oral soft tissue disease, neuropathies such as trigeminal neuralgia, and hence, the number of patients seeking help of those symptoms tend to increase. The purpose of this study was to analyze the rate of referrals and the routes of patients seeking help by investigating 3,707 patients who visited Department of Oral Medicine, College of Dentistry, Yonsei University, from August, 2004 to April, 2005. The results were as follows: 1. The types of disease referred to the Department of Oral Medicine were orofacial pain, oral soft tissue disease, forensic dentistry, oral diagnosis. 2. The rate of referrals was 58.51% which implies that more than half of the patients visiting the Department of Oral Medicine were referred. 3. The types of institution which made referrals were analyzed, and as a result, dental clinics made most of the referrals with the rate of 83.23%, while that from medical or oriental medical institutions was 16.78%. 4. Among the patients who visited the Department of Oral Medicine on their own, 30.52% gained the information about the Department of Oral Medicine from internet and mass media, and from neighbors. From the above results, most of the patients visiting the Department of Oral Medicine were found to be referred not only from the field of dentistry but also from the field of medicine. These suggest that Oral Medicine manages patients who are not treatable by general dental practitioners, and medical specialists tend to cooperate with the Department of Oral Medicine to manage diseases associated with Oral Medicine. Therefore, the role of Oral Medicine can be considered to be important as a special field, and the results of this study should be considered when working out a policy of Dental specialist system on demand and supply of residents in the future.