• Title/Summary/Keyword: Korea society

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Polygenic Association of ACE and ACTN3 Polymorphisms with Korean Power Performance (ACE와 ACTN3의 다중유전형질과 근력운동 경기력간의 관계)

  • Kim, Chul-Hyun
    • Journal of Life Science
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    • v.22 no.3
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    • pp.398-406
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    • 2012
  • This study aimed to examine whether the polygenic profile of ACE ID and ACTN3 R577X polymorphisms is associated with muscle power performance in Korean athletes. For this study, 106 top-class power athletes (top-class group), 158 elite power athletes (elite-class group), and 676 healthy adults (control) aged 18-39 yrs were recruited and their genotypes were analyzed. The top-class group showed higher frequencies of the II genotype and I allele in ACE, as well as higher frequencies of the RR genotype and R allele in ACTN3 (top-class vs. control: 41.4% vs. 32.1% for II genotype, 67.1% vs. 57.7% for I allele, p<0.05; 42.3% vs. 29.0% for RR genotype, 65.3% vs. 54.8% for I allele, p<0.05). In the polygenic profile, the top-class group had significantly higher frequencies of combined-II/ID+RR/RX genotype than the control group (top-class vs. control: 82.9% vs. 66.7% for II/ID+RR/RX, p<0.05), and there was even a sharp increase in total genotype score (TGS) in this group compared to the elite-class and control groups ($66{\pm}0.9$ vs. $58{\pm}1.9$ vs. $56{\pm}2.3$, p<0.05). The combined-II/ID+RR/RX genotype showed the possibility of succussion in the top-class muscle power performance with an odds ratio of 2.3 (CI:1.4-4.1, p<0.05). These results suggested that ACE and ACTN3 need to interact with each other to affect muscle-power performance in an additive form. Furthermore, the polygenic profile of ACE and ACTN3 can predict muscle performance with high success in a homogeneous dominant combined genotype (II/ID+RR/RX). A further study could identify and combine other genes into ACE and ACTN3 for muscle strength.

Estimation of Linkage Disequilibrium and Effective Population Size using Whole Genome Single Nucleotide Polymorphisms in Hanwoo (한우에서 전장의 유전체 정보를 활용한 연관불평형 및 유효집단크기 추정에 관한 연구)

  • Cho, Chung-Il;Lee, Joon-Ho;Lee, Deuk-Hwan
    • Journal of Life Science
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    • v.22 no.3
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    • pp.366-372
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    • 2012
  • This study was conducted to estimate the extent of linkage disequilibrium (LD) and effective population size using whole genomic single nucleotide polymorphisms (SNP) genotyped by DNA chip in Hanwoo. Using the blood samples of 35 young bulls born from 2005 to 2008 and their progenies (N=253) in a Hanwoo nucleus population collected from Hanwoo Improvement Center, 51,582 SNPs were genotyped using Bovine SNP50 chips. A total of 40,851 SNPs were used in this study after elimination of SNPs with a missing genotyping rate of over 10 percent and monomorphic SNPs (10,730 SNPs). The total autosomal genome length, measured as the sum of the longest syntenic pairs of SNPs by chromosome, was 2,541.6 Mb (Mega base pairs). The average distances of all adjacent pairs by each BTA ranged from 0.55 to 0.74 cM. Decay of LD showed an exponential trend with physical distance. The means of LD ($r^2$) among syntenic SNP pairs were 0.136 at a range of 0-0.1 Mb in physical distance and 0.06 at a range of 0.1-0.2 Mb. When these results were used for Luo's formula, about 2,000 phenotypic records were found to be required to achieve power > 0.9 to detect 5% QTL in the population of Hanwoo. As a result of estimating effective population size by generation in Hanwoo, the estimated effective population size for the current status was 84 heads and the estimate of effective population size for 50 generations of ancestors was 1,150 heads. The average decreasing rates of effective population size by generation were 9.0% at about five generations and 17.3% at the current generation. The main cause of the rapid decrease in effective population size was considered to be the intensive use of a few prominent sires since the application of artificial insemination technology in Korea. To increase and/or sustain the effective population size, the selection of various proven bulls and mating systems that consider genetic diversity are needed.

Mineral Contents and Physiological Activities of Dried Sea Tangle (Laminaria japonica) Collected from Gijang and Wando in Korea. (기장산과 완도산 건 다시마의 무기성분 및 생리활성 분석)

  • Choi, Jae-Suk;Shin, Su-Hwa;Ha, Yu-Mi;Kim, Yang-Chun;Kim, Tae-Bong;Park, Sun-Mee;Choi, In-Soon;Song, Hyo-Ju;Choi, Young-Ju
    • Journal of Life Science
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    • v.18 no.4
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    • pp.474-481
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    • 2008
  • This research was performed to determine the proximate compositions, mineral contents, alginic acid, antioxidative activities and amino acids of sea tangles collected from Gijang and Wando area. Crude protein and ash contents were higher in Gijang sea tangle, whereas carbohydrate and moisture were higher in Wando in general. Mineral contents of Gijang sea tangle were higher than Wando. Especially, Na and K was the most abundant in both Gijang and Wando sea tangles. Alginic acid content was almost similar in both sea tangles. The major free amino acids were glutamic acid, aspartic acid, alanine, proline and hydroxyproline in both Gijang and Wando sea tangles. Antioxidative activity of methanol extract of sea tangle was measured by using DPPH radical scavenging and SOD-like activity. DPPH radical scavenging and SOD-like activity were about 17% ($40\;{\mu}g/ml$) and 7% ($5\;{\mu}g/ml$) higher, respectively, in Wando sea tangle. When stimulate the macrophages RAW264.7 cells with lipopolysaccharide (LPS), inhibition of NO synthesis of the methanol extract was 11% higher in Wando sea tangle comparing with Gijang samples.

Effects of Non-ionic or Zwitterionic Surfactant on in vitro Digestibility of Rice Straw and Growth of Rumen Mixed Microorganisms. (비이온성 및 양쪽 이온성 계면활성제 첨가가 반추위 혼합 미생물의 성장과 볏짚의 in vitro 소화에 미치는 영향)

  • Lee, Shin-Ja;Kim, Wan-Young;Moon, Yea-Hwang;Kim, Hyeon-Shup;Kim, Kyoung-Hoon;Ha, Jong-Kyu;Lee, Sung-Sill
    • Journal of Life Science
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    • v.18 no.4
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    • pp.515-521
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    • 2008
  • This experiment was conducted to investigate effects of non-ionic or zwitterionic (+/-) surfactants on digestibility of rice straw, and changes of growth of rumen mixed microbes, pH, and gas production during in vitro fermentation. Also, during in vitro ruminal fermentation, microbial attachment on rice straw was investigated using scanning electron microscopy (SEM). Tween 80 or SOLFA-850 for non-ionic surfactant (NIS), and 3-(Dodecyldimethylammonio) propanesulfanate (DDAP) for zwitterionic surfactant (ZIS) was supplemented by 0.05% and 0.1% in Dehority's artificial medium containing Holtein rumen fluid, respectively, and the substrate for fermentation was rice straw passed through 1 mm screen. The experiment was composed of 7 treatments (two levels of two NISs, two levels of a ZIS) including the control, and 6, 12, 24, 48 and 72 hr of fermentation time with 3 replications per treatment. Treatment of Tween 80 increased in vitro DM digestibilities during 48 hr and 72 h post fermentations compared to the other treatments, whereas treatment of DDAP as a ZIS resulted in decreased DM digestibility than that of the control from 24 hr post fermentation (P<0.05). Gas production in vitro was greater (P<0.05) with addition of NIS than the control or ZIS, and increased as fermentation time elapsed. Rumen mixed microbial growth was greatest with addition of Tween 80 as NIS, and lowest when DDAP as ZIS was supplemented to the fermentation tube (P<0.05). In SEM observation, rumen microbial population attached on rice straw particle was greater with addition of NIS, but was less with addition ZIS compared with the control. In conclusion we could not found any positive effects of ZIS surfactants on rumunal fermentation characteristics and rumen microbial growth rates.

Anti-proliferative Effects of β-ionone on Human Lung Cancer A-549 Cells (β-ionone의 인체 비소폐암세포 A-549에 대한 anti-proliferative 효과)

  • Lee, Sun Min;Kim, Young Sook;Jang, Wook Jin;Rakib, Abdur Md.;Oh, Tae Woo;Kim, Boh Hyun;Kim, So Young;Kim, Jeong Ok;Ha, Yeong Lae
    • Journal of Life Science
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    • v.23 no.11
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    • pp.1351-1359
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    • 2013
  • The anti-proliferative activity of ${\beta}$-ionone was investigated on human non-small lung cancer A-549 cells (designated A-549 cells). A-549 cells were treated with various concentrations of ${\beta}$-ionone (1, 5, 10, and 15 ${\mu}M$) for two, four, and six days. Biochemical markers related to the growth inhibition of A-549 cells by ${\beta}$-ionone were measured at the second day of incubation. ${\beta}$-Ionone inhibited the growth of A-549 cells by dose-and time-dependent manners, resulting in an $IC_{50}$ of 5.0 ${\mu}g/ml$ at the second day of incubation. ${\beta}$-Ionone induced apoptosis by a dose-dependent manner. ${\beta}$-Ionone increased levels of p53, p21, and Bax proteins, but suppressed expression of the Bcl-2 protein. Similarly, ${\beta}$-ionone enhanced cytochrome c release from the mitochondria to the cytosol, and induced activation of caspase-9 and -3. Additionally, ${\beta}$-ion-one reduced $cPLA_2$ and COX-2 protein levels. These results suggest that the ${\beta}$-ionone inhibits the proliferation of A-549 cells through reciprocal regulation of Bax and Bcl-2 gene expression and suppression of $cPLA_2$ and COX-2 protein expressions.

A Mathematics Teacher's Reflective Practice as a Process of Professional Development (전문성 신장 과정으로서의 한 수학교사의 성찰적 실천)

  • Kim, Dong-Won
    • Communications of Mathematical Education
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    • v.23 no.3
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    • pp.735-760
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    • 2009
  • Most of every teachers' life is occupied with his or her instruction, and a classroom is a laboratory for mutual development between teacher and students also. Namely, a teacher's professionalism can be enhanced by circulations of continual reflection, experiment, verification in the laboratory. Professional development is pursued primarily through teachers' reflective practices, especially instruction practices which is grounded on $Sch\ddot{o}n's$ epistemology of practices. And a thorough penetration about situations or realities and an exact understanding about students that are now being faced are foundations of reflective practices. In this study, at first, we explored the implications of earlier studies for discussing a teacher's practice. We could found two essential consequences through reviewing existing studies about classroom and instructions. One is a calling upon transition of perspectives about instruction, and the other is a suggestion of necessity of a teachers' reflective practices. Subsequently, we will talking about an instance of a middle school mathematics teacher's practices. We observed her instructions for a year. She has created her own practical knowledges through circulation of reflection and practices over the years. In her classroom, there were three mutual interaction structures included in a rich expressive environments. The first one is students' thinking and justifying in their seats. The second is a student's explaining at his or her feet. The last is a student's coming out to solve and explain problem. The main substances of her practical know ledges are creating of interaction structures and facilitating students' spontaneous changes. And the endeavor and experiment for diagnosing trouble and finding alternative when she came across an obstacles are also main elements of her practical knowledges Now, we can interpret her process of creating practical knowledge as a process of self-directed professional development when the fact that reflection and practices are the kernel of a teacher's professional development is taken into account.

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An Empirical Study on the Impact of the Perception of the Monitoring Function on Effective BPMS Adoption (모니터링 기능에 대한 인식이 효과적인 BPMS 도입에 미치는 영향)

  • Chae, Myung-Sin;Park, Jin-Suk;Lee, Byung-Tae
    • Asia pacific journal of information systems
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    • v.17 no.3
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    • pp.105-130
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    • 2007
  • Recently, there is a substantial interest in implementing Business Process Management System(BPMS) among enterprises with the purpose of business process innovation. BPMS redesigns and coordinates business processes in terms of both automated steps and human involvement in order to maximize the value of both involved people and systems. The reason why BPMS is getting attention from top managers is that it has the possibility to optimize the business processes by cycling the process of modeling, execution, monitoring, evaluation, and redesigning work processes. Thus, it has created high expectations about not only productivity improvement but also business process innovation. However. having an innovative nature, which is used for process innovation, BPMS implementation has great potential to stir up employee resistance. The analysis and the discussion about the prevention of the resistance against IS(Information Systems) is important because IS change the way people work and also alter the power structure within the organization, in general. The purpose of this study is to investigate factors that have an impact on the effective adoption of BPMS at the enterprise level. To find out these factors, this study considers two characteristics of BPMS: First. BPMS shares some characteristics with other enterprise-wide IS such as ERP. Second, it has special BPMS-specific characteristics. Due to the lack of previous research on BPMS adoption, interviews were carried out with IT-consultants and CIOs who conducted BPMS projects previously to find out BPMS-specific features that would make BPMS unique when compared to other enterprise-wide IS. As a result, the monitoring function was chosen as the main BPMS-specific factor. Thus, this paper reviewed studies both on enterprise-wide IS adoptions, which applied Technology Acceptance Model (TAM) and secondly on computer based monitoring to find out factors that would influence the employees' perception on the monitoring function of BPMS. Based on the literature review, the study suggested three factors that would have an impact on the employee's perception of the monitoring function: fairness of enterprise evaluation system, fairness of the boss, and self-efficacy of their work. Three factors that would impact the enterprise-wide IS adoption were also set: the shared belief in the benefit of BPMS, training, and communication. Then, these factors were integrated with TAM. Structural equation modeling was used to test hypotheses, out factors that would impact the employees' perception on the monitoring function of BPMS. Based on the literature review the study suggested three factors that would have an impact on the employee's perception of the monitoring function: fairness of enterprise evaluation system, fairness of the boss, and self-efficacy of their work. Three factors that would impact the enterprise-wide IS adoption were also set: the shared belief in the benefit of BPMS, training, and communication. Then, these factors were integrated with TAM. Structural equation modeling was used to test hypotheses. The data analysis results showed that two among three monitoring function related factors - enterprise evaluation system and fairness of the boss - were significant. This implies that employees would worry less about the BPMS implementation as long as they perceive the monitoring results will be used fairly for their performance evaluation. However, employees' high self-efficacy on their job was not a significant factor in their perception of the usefulness of BPMS. This is related to cases that showed employees resisted against the information systems because they automated their works (Markus, 1983). One specific case was an electronic company, where the accounting department workers were requested to redefine their job because their working processes were automated due to BPMS implementation.

The Effects of Virtual Reality Advertisement on Consumer's Intention to Purchase: Focused on Rational and Emotional Responses (가상현실(Virtual Reality) 광고가 소비자 구매의도에 미치는 영향: 이성적인 반응과 감성적인 반응의 통합)

  • Cha, Jae-Yol;Im, Kun-Shin
    • Asia pacific journal of information systems
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    • v.19 no.4
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    • pp.101-124
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    • 2009
  • According to Wikipedia, virtual reality (VR) is defined as a technology that allows a user to interact with a computer-simulated environment. Due to a rapid growth in information technology (IT), the cost of virtual reality has been decreasing while the utility of virtual reality advertisements has dramatically increased. Nevertheless, only a few studies have investigated the effects of virtual reality advertisement on consumer behaviors. Therefore, the objective of this study is to empirically examine the effects of virtual reality advertisement. Compared to traditional online advertisements, virtual reality advertisement enables consumers to experience products realistically over the Internet by providing high media richness, interactivity, and telepresence (Suh and Lee, 2005). Advertisements with high media richness facilitate consumers' understanding of advertised products by providing them with a large amount and a high variety of information on the products. Interactivity also provides consumers with a high level of control over the computer-simulated environment in terms of their abilities to adjust the information according to their individual interests and concerns and to be active rather than passive in their engagement with the information (Pimentel and Teixera, 1994). Through high media richness and interactivity, virtual reality advertisements can generate compelling feelings of "telepresence" (Suh and Lee, 2005). Telepresence is a sense of being there in an environment by means of a communication medium (Steuer, 1992). Virtual reality advertisements enable consumers to create a perceptual illusion of being present and highly engaged in a simulated environment, while they are in reality physically present in another place (Biocca, 1997). Based on the characteristics of virtual reality advertisements, a research model has been proposed to explain consumer responses to the virtual reality advertisements. The proposed model includes two dimensions of consumer responses. One dimension is consumers' rational response, which is based on the Information Processing Theory. Based on the Information Processing Theory, product knowledge and perceived risk are selected as antecedents of intention to purchase. The other dimension is emotional response of consumers, which is based on the Attitude-Structure Theory. Based on the Attitude-Structure Theory, arousal, flow, and positive affect are selected as antecedents of intention to purchase. Because it has been criticized to have investigated only one of the two dimensions of consumer response in prior studies, our research model has been built so as to incorporate both dimensions. Based on the Attitude-Structure Theory, we hypothesized the path of consumers' emotional responses to a virtual reality advertisement: (H1) Arousal by the virtual reality advertisement increases flow; (H2) Flow increases positive affect; and (H3) Positive affect increases intension to purchase. In addition, we hypothesized the path of consumers' rational responses to the virtual reality advertisement based on the Information Processing Theory: (H4) Increased product knowledge through the virtual reality advertisement decreases perceived risk; and (H5) Perceived risk decreases intension to purchase. Based on literature of flow, we additionally hypothesized the relationship between flow and product knowledge: (H6) Flow increases product knowledge. To test the hypotheses, we conducted a free simulation experiment [Fromkin and Streufert, 1976] with 300 people. Subjects were asked to use the virtual reality advertisement of a cellular phone on the Internet and then answer questions about the variables. To check whether subjects fully experienced the virtual reality advertisement, they were asked to answer a quiz about the virtual reality advertisement itself. Responses of 26 subjects were dropped because of their incomplete answers. Responses of 274 subjects were used to test the hypotheses. It was found that all of six hypotheses are accepted. In addition, we found that consumers' emotional response has stronger impact on their intention to purchase than their rational response does. This study sheds much light into practical implications for both IS researchers and managers. First of all, while most of previous research has analyzed only one of the customers' rational and emotional responses, we theoretically incorporated and empirically examined both of the two sides. Second, we empirically showed that mediators such as arousal, flow, positive affect, product knowledge, and perceived risk play an important role between virtual reality advertisement and customer's intention to purchase. In addition, the findings of this study can provide a basis of practical strategies for managers. It was found that consumers' emotional response is stronger than their rational response. This result indicates that advertisements using virtual reality should focus on the emotional side, and that virtual reality can be served as an appropriate advertisement tool for fancy products that require their online advertisements to give an impetus to customers' emotion. Finally, even if this study examined the effects of virtual reality advertisement of cellular phone, its findings could be applied to other products that are suited for virtual experience. However, this research has some limitations. We were unable to control different kinds of consumers and different attributes of products on consumers' intention to purchase. It is, therefore, deemed important for future research to control the consumer and product types for more reliable results. In addition to the consumer and product attributes, other variables could affect consumers' intention to purchase. Thus, the future research needs to find ways t control other variables.

Understanding the Relationship between Value Co-Creation Mechanism and Firm's Performance based on the Service-Dominant Logic (서비스지배논리하에서 가치공동창출 매커니즘과 기업성과간의 관계에 대한 연구)

  • Nam, Ki-Chan;Kim, Yong-Jin;Yim, Myung-Seong;Lee, Nam-Hee;Jo, Ah-Rha
    • Asia pacific journal of information systems
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    • v.19 no.4
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    • pp.177-200
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    • 2009
  • AIn the advanced - economy, the services industry hasbecome a dominant sector. Evidently, the services sector has grown at a much faster rate than any other. For instance, in such developed countries as the U.S., the proportion of the services sector in its GDP is greater than 75%. Even in the developing countries including India and China, the magnitude of the services sector in their GDPs is rapidly growing. The increasing dependence on service gives rise to new initiatives including service science and service-dominant logic. These new initiatives propose a new theoretical prism to promote the better understanding of the changing economic structure. From the new perspectives, service is no longer regarded as a transaction or exchange, but rather co-creation of value through the interaction among service users, providers, and other stakeholders including partners, external environments, and customer communities. The purpose of this study is the following. First, we review previous literature on service, service innovation, and service systems and integrate the studies based on service dominant logic. Second, we categorize the ten propositions of service dominant logic into conceptual propositions and the ones that are directly related to service provision. Conceptual propositions are left out to form the research model. With the selected propositions, we define the research constructs for this study. Third, we develop measurement items for the new service concepts including service provider network, customer network, value co-creation, and convergence of service with product. We then propose a research model to explain the relationship among the factors that affect the value creation mechanism. Finally, we empirically investigate the effects of the factors on firm performance. Through the process of this research study, we want to show the value creation mechanism of service systems in which various participants in service provision interact with related parties in a joint effort to create values. To test the proposed hypotheses, we developed measurement items and distributed survey questionnaires to domestic companies. 500 survey questionnaires were distributed and 180 were returned among which 171 were usable. The results of the empirical test can be summarized as the following. First, service providers' network which is to help offer required services to customers is found to affect customer network, while it does not have a significant effect on value co-creation and product-service convergence. Second, customer network, on the other hand, appears to influence both value co-creation and product-service convergence. Third, value co-creation accomplished through the collaboration of service providers and customers is found to have a significant effect on both product-service convergence and firm performance. Finally, product-service convergence appears to affect firm performance. To interpret the results from the value creation mechanism perspective, service provider network well established to support customer network is found to have significant effect on customer network which in turn facilitates value co-creation in service provision and product-service convergence to lead to greater firm performance. The results have some enlightening implications for practitioners. If companies want to transform themselves into service-centered business enterprises, they have to consider the four factors suggested in this study: service provider network, customer network, value co-creation, and product-service convergence. That is, companies becoming a service-oriented organization need to understand what the four factors are and how the factors interact with one another in their business context. They then may want to devise a better tool to analyze the value creation mechanism and apply the four factors to their own environment. This research study contributes to the literature in following ways. First, this study is one of the very first empirical studies on the service dominant logic as it has categorized the fundamental propositions into conceptual and empirically testable ones and tested the proposed hypotheses against the data collected through the survey method. Most of the propositions are found to work as Vargo and Lusch have suggested. Second, by providing a testable set of relationships among the research variables, this study may provide policy makers and decision makers with some theoretical grounds for their decision making on what to do with service innovation and management. Finally, this study incorporates the concepts of value co-creation through the interaction between customers and service providers into the proposed research model and empirically tests the validity of the concepts. The results of this study will help establish a value creation mechanism in the service-based economy, which can be used to develop and implement new service provision.

A New Item Recommendation Procedure Using Preference Boundary

  • Kim, Hyea-Kyeong;Jang, Moon-Kyoung;Kim, Jae-Kyeong;Cho, Yoon-Ho
    • Asia pacific journal of information systems
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    • v.20 no.1
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    • pp.81-99
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    • 2010
  • Lately, in consumers' markets the number of new items is rapidly increasing at an overwhelming rate while consumers have limited access to information about those new products in making a sensible, well-informed purchase. Therefore, item providers and customers need a system which recommends right items to right customers. Also, whenever new items are released, for instance, the recommender system specializing in new items can help item providers locate and identify potential customers. Currently, new items are being added to an existing system without being specially noted to consumers, making it difficult for consumers to identify and evaluate new products introduced in the markets. Most of previous approaches for recommender systems have to rely on the usage history of customers. For new items, this content-based (CB) approach is simply not available for the system to recommend those new items to potential consumers. Although collaborative filtering (CF) approach is not directly applicable to solve the new item problem, it would be a good idea to use the basic principle of CF which identifies similar customers, i,e. neighbors, and recommend items to those customers who have liked the similar items in the past. This research aims to suggest a hybrid recommendation procedure based on the preference boundary of target customer. We suggest the hybrid recommendation procedure using the preference boundary in the feature space for recommending new items only. The basic principle is that if a new item belongs within the preference boundary of a target customer, then it is evaluated to be preferred by the customer. Customers' preferences and characteristics of items including new items are represented in a feature space, and the scope or boundary of the target customer's preference is extended to those of neighbors'. The new item recommendation procedure consists of three steps. The first step is analyzing the profile of items, which are represented as k-dimensional feature values. The second step is to determine the representative point of the target customer's preference boundary, the centroid, based on a personal information set. To determine the centroid of preference boundary of a target customer, three algorithms are developed in this research: one is using the centroid of a target customer only (TC), the other is using centroid of a (dummy) big target customer that is composed of a target customer and his/her neighbors (BC), and another is using centroids of a target customer and his/her neighbors (NC). The third step is to determine the range of the preference boundary, the radius. The suggested algorithm Is using the average distance (AD) between the centroid and all purchased items. We test whether the CF-based approach to determine the centroid of the preference boundary improves the recommendation quality or not. For this purpose, we develop two hybrid algorithms, BC and NC, which use neighbors when deciding centroid of the preference boundary. To test the validity of hybrid algorithms, BC and NC, we developed CB-algorithm, TC, which uses target customers only. We measured effectiveness scores of suggested algorithms and compared them through a series of experiments with a set of real mobile image transaction data. We spilt the period between 1st June 2004 and 31st July and the period between 1st August and 31st August 2004 as a training set and a test set, respectively. The training set Is used to make the preference boundary, and the test set is used to evaluate the performance of the suggested hybrid recommendation procedure. The main aim of this research Is to compare the hybrid recommendation algorithm with the CB algorithm. To evaluate the performance of each algorithm, we compare the purchased new item list in test period with the recommended item list which is recommended by suggested algorithms. So we employ the evaluation metric to hit the ratio for evaluating our algorithms. The hit ratio is defined as the ratio of the hit set size to the recommended set size. The hit set size means the number of success of recommendations in our experiment, and the test set size means the number of purchased items during the test period. Experimental test result shows the hit ratio of BC and NC is bigger than that of TC. This means using neighbors Is more effective to recommend new items. That is hybrid algorithm using CF is more effective when recommending to consumers new items than the algorithm using only CB. The reason of the smaller hit ratio of BC than that of NC is that BC is defined as a dummy or virtual customer who purchased all items of target customers' and neighbors'. That is centroid of BC often shifts from that of TC, so it tends to reflect skewed characters of target customer. So the recommendation algorithm using NC shows the best hit ratio, because NC has sufficient information about target customers and their neighbors without damaging the information about the target customers.