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The effect of cavity wall property on the shear bond strength test using iris method (Iris 법을 이용한 전단접착강도 측정에서 와동벽의 영향)

  • Kim, Dong-Hwan;Bae, Ji-Hyun;Cho, Byeong-Hoon;Lee, In-Bog;Baek, Seung-Ho;Ryu, Hyun-Mi;Son, Ho-Hyun;Um, Chung-Moon;Kwon, Hyuck-Choon
    • Restorative Dentistry and Endodontics
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    • v.29 no.2
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    • pp.170-176
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    • 2004
  • Objectives : In the unique metal iris method. the developing interfacial gap at the cavity floor resulting from the cavity wall property during polymerizing composite resin might affect the nominal shear bond strength values. The aim of this study is to evaluate that the iris method reduces the cohesive failure in the substrates and the cavity wall property effects on the shear bond strength tests using iris method. Materials and Methods : The occlusal dentin of 64 extracted human molars were randomly divided into 4 groups to simulate two different levels of cavity wall property (metal and dentin iris) and two different materials ($ONE-STEP^{\circledR}$ and $ALL-BOND^{\circledR}$ 2) for each wall property. After positioning the iris on the dentin surface. composite resin was packed and light-cured. After 24 hours the shear bond strength was measured at a crosshead speed of 0.5 mm/min. Fracture analysis was performed using a microscope and SEM. The data was analyzed statistically by a two-way ANOV A and t-test. Results : The shear bond strength with metal iris was significant higher than those with dentin iris (p=0.034). Using $ONE-STEP^{\circledR}$, the shear bond strength with metal iris was significant higher than those with dentin iris (p=0.005), but not in $ALL-BOND^{\circledR}$ 2 (p=0.774). The incidence of cohesive failure was very lower than other shear bond strength tests that did not use iris method. Conclusions:The iris method may significantly reduce the cohesive failures in the substrates. According to the bonding agent systems. the shear bond strength was affected by the cavity wall property.

Nanomechanical Properties of Lithiated Silicon Nanowires Probed with Atomic Force Microscopy (원자힘 현미경으로 측정된 리튬화 실리콘 나노선의 나노기계적 성질)

  • Lee, Hyun-Soo;Shin, Weon-Ho;Kwon, Sang-Ku;Choi, Jang-Wook;Park, Jeong-Young
    • Journal of the Korean Vacuum Society
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    • v.20 no.6
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    • pp.395-402
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    • 2011
  • The nanomechanical properties of fully lithiated and unlithiated silicon nanowire deposited on silicon substrate have been studied with atomic force microscopy. Silicon nanowires were synthesized using the vapor-liquid-solid process on stainless steel substrates using Au catalyst. Fully lithiated silicon nanowires were obtained by using the electrochemical method, followed by drop-casting on the silicon substrate. The roughness, derived from a line profile of the surface measured in contact mode atomic force microscopy, has a smaller value ($0.65{\pm}0.05$ nm) for lithiated silicon nanowire and a higher value ($1.72{\pm}0.16$ nm) for unlithiated silicon nanowire. Force spectroscopy was utilitzed to study the influence of lithiation on the tip-surface adhesion force. Lithiated silicon nanowire revealed a smaller value (~15 nN) than that of the Si nanowire substrate (~60 nN) by a factor of two, while the adhesion force of the silicon nanowire is similar to that of the silicon substrate. The elastic local spring constants obtained from the force-distance curve, also shows that the unlithiated silicon nanowire has a relatively smaller value (16.98 N/m) than lithiated silicon nanowire (66.30 N/m) due to the elastically soft amorphous structures. The frictional forces of lithiated and unlithiated silicon nanowire were obtained within the range of 0.5-4.0 Hz and 0.01-200 nN for velocity and load dependency, respectively. We explain the trend of adhesion and modulus in light of the materials properties of silicon and lithiated silicon. The results suggest a useful method for chemical identification of the lithiated region during the charging and discharging process.

The Effects of Experimental Warming on Seed Germination and Growth of Two Oak Species (Quercus mongolica and Q. serrata) (온난화 처리가 신갈나무(Quercus mongolica)와 졸참나무(Q. serrate)의 종자발아와 생장에 미치는 영향)

  • Park, Sung-ae;Kim, Taekyu;Shim, Kyuyoung;Kong, Hak-Yang;Yang, Byeong-Gug;Suh, Sanguk;Lee, Chang Seok
    • Korean Journal of Ecology and Environment
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    • v.52 no.3
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    • pp.210-220
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    • 2019
  • Population growth and the increase of energy consumption due to civilization caused global warming. Temperature on the Earth rose about $0.7^{\circ}C$ for the last 100 years, the rate is accelerated since 2000. Temperature is a factor, which determines physiological action, growth and development, survival, etc. of the plant together with light intensity and precipitation. Therefore, it is expected that global warming would affect broadly geographic distribution of the plant as well as structure and function ecosystem. In order to understand the effect of global warming on the ecosystem, a study about the effect of temperature rise on germination and growth in the plant is required necessarily. This study was carried out to investigate the effects of experimental warming on the germination and growth of two oak species(Quercus mongolica and Q. serrata) in temperature gradient chamber(TGC). This study was conducted in control, medium warming treatment($+1.7^{\circ}C$; Tm), and high warming treatment ($+3.2^{\circ}C$; Th) conditions. The final germination percentage, mean germination time and germination rate of two oak species increased by the warming treatment, and the increase in Q. serrata was higher than that in Q. mongolica. Root collar diameter, seedling height, leaf dry weight, stem dry weight, root dry weight, and total biomass were the highest in Tm treatment. Butthey were not significantly different in the Th treatment. In the Th treatment, Q. serrata had significantly higher H/D ratio, S/R ratio, and low root mass ratio (RMR) compared with control plot. Q. mongolica had lower RMR and higher S/R ratio in the Tm and Th treatments compared with control plot. Therefore, growth of Q. mongolica are expected to be more vulnerable to warming than that of Q. serrata. The main findings of this study, species-specific responses to experimental warming, could be applied to predict ecosystem changes from global warming. From the result of this study, we could deduce that temperature rise would increase germination of Q. serrata and Q. mongolica and consequently contribute to increase establishment rate in the early growth stage of the plants. But we have to consider diverse variables to understand properly the effects that global warming influences germination in natural condition. Treatment of global warming in the medium level increased the growth and the biomass of both Q. serrata and Q. mongolica. But the result of treatment in the high level showed different aspects. In particular, Q. mongolica, which grows in cooler zones of higher elevation on mountains or northward in latitude, responded more sensitively. Synthesized the results mentioned above, continuous global warming would function in stable establishment of both plants unfavorably. Compared the responses of both sample plants on temperature rise, Q. serrata increased germination rate more than Q. mongolica and Q. mongolica responded more sensitively than Q. serrata in biomass allocation with the increase of temperature. It was estimated that these results would due to a difference of microclimate originated from the spatial distribution of both plants.

Coarse Woody Debris (CWD) Respiration Rates of Larix kaempferi and Pinus rigida: Effects of Decay Class and Physicochemical Properties of CWD (일본잎갈나무와 리기다소나무 고사목의 호흡속도: 고사목의 부후등급과 이화학적 특성의 영향)

  • Lee, Minkyu;Kwon, Boram;Kim, Sung-geun;Yoon, Tae Kyung;Son, Yowhan;Yi, Myong Jong
    • Journal of Korean Society of Forest Science
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    • v.108 no.1
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    • pp.40-49
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    • 2019
  • Coarse woody debris (CWD), which is a component of the forest ecosystem, plays a major role in forest energy flow and nutrient cycling. In particular, CWD isolates carbon for a long time and is important in terms of slowing the rate of carbon released from the forest to the atmosphere. Therefore, this study measured the physiochemical characteristics and respiration rate ($R_{CWD}$) of CWD for Larix kaempferi and Pinus rigida in temperate forests in central Korea. In summer 2018, CWD samples from decay class (DC) I to IV were collected in the 14 forest stands. $R_{CWD}$ and physiochemical characteristics were measured using a closed chamber with a portable carbon dioxide sensor in the laboratory. In both species, as CWD decomposition progressed, the density ($D_{CWD}$) of the CWD decreased while the water content ($WC_{CWD}$) increased. Furthermore, the carbon concentrations did not significantly differ by DC, whereas the nitrogen concentration significantly increased and the C/N ratio decreased. The respiration rate of L. kaempferi CWD increased significantly up to DC IV, but for P. rigida it increased to DC II and then unchanged for DC II-IV. Accordingly, except for carbon concentration, all the measured characteristics showed a significant correlation with $R_{CWD}$. Multiple linear regression showed that $WC_{CWD}$ was the most influential factor on $R_{CWD}$. $WC_{CWD}$ affects $R_{CWD}$ by increasing microbial activity and is closely related to complex environmental factors such as temperature and light conditions. Therefore, it is necessary to study their correlation and estimate the time-series pattern of CWD moisture.

Analysis of Changes in Photosynthetic Ability, Photosystem II Activity, and Canopy Temperature Factor in Response to Drought S tress on Native Prunus maximowiczii and Prunus serrulate (자생 산개벚나무, 잔털벚나무의 건조 스트레스에 따른 광합성 및 광계II 활성, 엽온 인자 변화 분석)

  • Jin, Eon-Ju;Yoon, Jun-Hyuck;Bae, Eun-Ji
    • Journal of Korean Society of Forest Science
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    • v.111 no.3
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    • pp.405-417
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    • 2022
  • The purpose of this study was to describe the photosynthetic features of Prunus maximowiczii and Prunus serrulate Lindl. var. pubescens (Makino) Nakai in response to drought stress. Specifically, we studied the effects of drought on photosynthetic ability and photosystem II activity. Drought stress (DS) was induced by cutting the water supply for 30 days. DS decreased the moisture contents in the soil, and between the 10th and 12th days of DS, both species had 10% or less of x., After the 15th day of DS, it was less than 5%, which is a condition for disease to start. We observed a remarkable decrease of maximum photosynthesis rate starting from 10th day of DS; the light compensation point was also remarkable. Dark respiration and net apparent quantum yield decreased significantly on the 15th day of DS, and then increased on the 20th day. In addition, the stomatal transpiration rate of P. maximowiczii decreased significantly on the15th day of DS, and then increased on the 20th day. Water use efficiency increased on the 15th day of DS, and then decreased on the 20th day. The stomatal transpiration rate of P. serrulate decreased significantly on the 20th day of DS, and then increased afterward, while its water use efficiency increased on the 20th day of DS, and then decreased afterward. These results indicate that the closure of stoma prevented water loss, resulting in a temporary increase of water use efficiency. Chlorophyll fluorescence analysis detected remarkable decreases in the functional index (PIABS) and energy transfer efficiency in P. maximowiczii after the 15th day of DS. Meanwhile, photosystem II activity decreased in P. serrulate after 20 days of DS. In addition, Ts-Ta, PIABS, DIO/RC, ETO/RC followed similar trends as those of the soil moisture content and photosynthetic properties, indicating that they can be used as useful variables in predicting DS in trees.

Next Generation Lightweight Structural Composite Materials for Future Mobility Review: Applicability of Self-Reinforced Composites (미래모빌리티를 위한 차세대 경량구조복합재료 검토: 자기강화복합재료의 적용 가능성)

  • Mi Na Kim;Ji-un Jang;Hyeseong Lee;Myung Jun Oh;Seong Yun Kim
    • Composites Research
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    • v.36 no.1
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    • pp.1-15
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    • 2023
  • Demand for energy consumption reduction is increasing according to the development expectations of future mobility. Lightweight structural materials are known as a method to reduce greenhouse gas emissions and improve energy efficiency. In particular, fiber reinforced polymer composite (FRP) is attracting attention as a material that can replace existing metal alloys due to its excellent mechanical properties and light weight. In this paper, industrial applications and research trends of carbon fiber reinforced composites (CFRP, carbon FRP) and self-reinforced composites (SRC) were reviewed based on the reinforcement, polymer matrix, and manufacturing process. In order to overcome the expensive process cost and long manufacturing time of the epoxy resin-based autoclave method, which is mainly used in the aircraft field, mass production of CFRP-applied electric vehicles has been reported using a high-pressure resin transfer molding process including fast-curing epoxy. In addition, thermoplastic resin-based CFRP and interface enhancement methods to solve the recycling issue of carbon fiber composites were reviewed in terms of materials and processes. To form a perfect matrix-reinforcement interface, which is known as the major factor inducing the excellent mechanical properties of FRP, studies on SRC impregnated with the same matrix in polymer fibers have been reported. The physical and mechanical properties of SRC based on various thermoplastic polymers were reviewed in terms of polymer orientation and composite structure. In addition, a copolymer matrix strategy for extending the processing window of highly drawn polypropylene fiber-based SRC was discussed. The application of CFRP and SRC as lightweight structural materials can provide potential options for improving the energy efficiency of future mobility.

The Influence of Entrepreneurial Experience on Entrepreneurial Intention: Mediation Effect of Social Cognitive Attributes (창업경험과 창업의도의 관계에 대한 연구: 사회인지적 요인의 매개효과 및 성별의 조절효과)

  • Park, Junghyun
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.17 no.3
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    • pp.51-76
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    • 2022
  • Identifying the factors that influence the formation of the entrepreneurial intention is important in cultivating entrepreneurs and inducing entrepreneurial innovation in the country. Previous studies have mainly examined the direct effects of social cognition attributes as predictors on entrepreneurial intentions or entrepreneurial activities. However, the fundamental factors that these social cognition attributes are derived from have not been sufficiently addressed in the field of entrepreneurship. Based on social cognitive theory and schema theory, this study assumes that an individual's entrepreneurial experience is an important antecedent factor in forming social cognitive attributes, and reveals the mechanism for how experience forms entrepreneurial intention. To this end, this study analyzes the influence of entrepreneurs' prior experience of entrepreneurial activities on entrepreneurial self-efficacy, opportunity recognition, and fear of failure which are considered to be the main variables that shape entrepreneurial intention. And it analyzes how these factors have a significant effect on entrepreneurship intention. Along with this, the mediating role of these social cognitive attributes is analyzed in order to understand the path that leads from entrepreneurial experience to entrepreneurial intention. This study also suggests how gender moderates the effect of entrepreneurship experience on social cognitive attributes. As a result of the analysis, it was found that entrepreneurial experience increase entrepreneurial self-efficacy and opportunity recognition of entrepreneurs, and decrease the fear of failure. These social perception attribute significantly mediate the relationship between entrepreneurial experience and entrepreneurial intention. This study also found that there are significant moderating effects of gender on the relationship of entrepreneurial experience and both of entrepreneurial self-efficacy and fear of failure. This study also analyzed the impact of the entrepreneurial experience of failure, which corresponds to the detailed experience. Similar to the results of entrepreneurial experience analysis, entrepreneurial experience of failure plays a role in enhancing entrepreneurial self-efficacy. However, its effect on opportunity recognition and fear of failure were not significant. An empirical analysis of data related to 25,047 entrepreneurs from 87 countries, using the Global Entrepreneurship Monitor (GEM), shows the differences in the formation of individuals' entrepreneurial intentions according to entrepreneurial experience and the mediating role of social cognitive attributes. The study has embodied the social cognitive theory on entrepreneurial intention by shedding light on the variables that are important but alienated for increasing entrepreneurial intention. Moreover, the study enhances the understanding of cognitive processes leading from individual experiences to entrepreneurial intentions. This study also emphasizes the importance of differentiated approach by gender for boosting entrepreneurial intention through analysis of moderating effect of gender.

Fostering Social Entrepreneurial Self-efficacy and Intention through Work Meaningfulness Found in Experiential Social Entrepreneurship Education: The Moderating Role of Social Class (사회적 창업교육 장면에서의 일 의미감 경험은 사회적 창업 효능감과 의도를 증진하는가?: 객관적 및 주관적 사회계층의 조절효과를 중심으로)

  • Kawon Kim;Seoyoung Park;Nayeon Lee;Jihyun Koo;Hee Chan Yoon
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.19 no.3
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    • pp.123-138
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    • 2024
  • Experiential social entrepreneurship education offers participants opportunities for active engagement in social entrepreneurial activities. Highlighting the significance of psychosocial experiences within the program, this study examines work meaningfulness discovered in this process as the antecedent to forming social entrepreneurial intention. Furthermore, drawing on social cognitive career theory that emphasizes the role of agency in career decisions, we propose social entrepreneurial self-efficacy as the underlying mechanism and social class as the moderating factor in the relationship between work meaningfulness and social entrepreneurial intention formation. The propositions were tested with a two-wave survey dataset collected among 145 university students taking part in an experiential social entrepreneurship program in South Korea. Our results indicate that work meaningfulness positively affects social entrepreneurial self-efficacy, which subsequently promotes social entrepreneurial intention. Moreover, when participants' social class, measured by either household income or perceived rank, is lower, the positive effect of work meaningfulness on social entrepreneurial self-efficacy as well as intention is amplified. Theoretically, these findings shed light on the crucial role of work meaningfulness in strengthening potential entrepreneurs' agency in the domain of social entrepreneurship, particularly for those from lower classes. Practically, we provide guidelines for designing an inclusive experiential social entrepreneurship program that allows participants to find meaningfulness by realizing their strengths and justifying their prosocial contribution.

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Phytoplankton Diversity and Community Structure Driven by the Dynamics of the Changjiang Diluted Water Plume Extension around the Ieodo Ocean Research Station in the Summer of 2020 (2020년 하계 장강 저염수가 이어도 해양과학기지 주변 해역의 식물플랑크톤 다양성 및 개체수 변화에 미치는 영향)

  • Kim, Jihoon;Choi, Dong Han;Lee, Ha Eun;Jeong, Jin-Yong;Jeong, Jongmin;Noh, Jae Hoon
    • Journal of the Korean Society of Marine Environment & Safety
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    • v.27 no.7
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    • pp.924-942
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    • 2021
  • The expansion of the Changjiang Diluted Water (CDW) plume during summer is known to be a major factor influencing phytoplankton diversity, community structure, and the regional marine environment of the northern East China Sea (ECS). The discharge of the CDW plume was very high in the summer of 2020, and cruise surveys and stationary monitoring were conducted to understand the dynamics of changes in environmental characteristics and the impact on phytoplankton diversity and community structure. A cruise survey was conducted from August 16 to 17, 2020, using R/V Eardo, and a stay survey at the Ieodo Ocean Research Station (IORS) from August 15 to 21, 2020, to analyze phytoplankton diversity and community structure. The southwestern part of the survey area exhibited low salinity and high chlorophyll a fluorescence under the influence of the CDW plume, whereas the southeastern part of the survey area presented high salinity and low chlorophyll a fluorescence under the influence of the Tsushima Warm Current (TWC). The total chlorophyll a concentrations of surface water samples from 12 sampling stations indicated that nano-phytoplankton (20-3 ㎛) and micro-phytoplankton (> 20 ㎛) were the dominant groups during the survey period. Only stations strongly influenced by the TWC presented approximately 50% of the biomass contributed by pico-phytoplankton (< 3 ㎛). The size distribution of phytoplankton in the surface water samples is related to nutrient supplies, and areas where high nutrient (nitrate) supplies were provided by the CDW plume displayed higher biomass contribution by micro-phytoplankton groups. A total of 45 genera of nano- and micro-phytoplankton groups were classified using morphological analysis. Among them, the dominant taxa were the diatoms Guinardia flaccida and Nitzschia spp. and the dinoflagellates Gonyaulax monacantha, Noctiluca scintillans, Gymnodinium spirale, Heterocapsa spp., Prorocentrum micans, and Tripos furca. The sampling stations affected by the TWC and low in nitrate concentrations presented high concentrations of photosynthetic pico-eukaryotes (PPE) and photosynthetic pico-prokaryotes (PPP). Most sampling stations had phosphate-limited conditions. Higher Synechococcus concentrations were enumerated for the sampling stations influenced by low-nutrient water of the TWC using flow cytometry. The NGS analysis revealed 29 clades of Synechococcus among PPP, and 11 clades displayed a dominance rate of 1% or more at least once in one sample. Clade II was the dominant group in the surface water, whereas various clades (Clades I, IV, etc.) were found to be the next dominant groups in the SCM layers. The Prochlorococcus group, belonging to the PPP, observed in the warm water region, presented a high-light-adapted ecotype and did not appear in the northern part of the survey region. PPE analysis resulted in 163 operational taxonomic units (OTUs), indicating very high diversity. Among them, 11 major taxa showed dominant OTUs with more than 5% in at least one sample, while Amphidinium testudo was the dominant taxon in the surface water in the low-salinity region affected by the CDW plume, and the chlorophyta was dominant in the SCM layer. In the warm water region affected by the TWC, various groups of haptophytes were dominant. Observations from the IORS also presented similar results to the cruise survey results for biomass, size distribution, and diversity of phytoplankton. The results revealed the various dynamic responses of phytoplankton influenced by the CDW plume. By comparing the results from the IORS and research cruise studies, the study confirmed that the IORS is an important observational station to monitor the dynamic impact of the CDW plume. In future research, it is necessary to establish an effective use of IORS in preparation for changes in the ECS summer environment and ecosystem due to climate change.

Consumer's Negative Brand Rumor Acceptance and Rumor Diffusion (소비자의 부정적 브랜드 루머의 수용과 확산)

  • Lee, Won-jun;Lee, Han-Suk
    • Asia Marketing Journal
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    • v.14 no.2
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    • pp.65-96
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    • 2012
  • Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R2 of adoption of rumor is .476 and R2 of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

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