• Title/Summary/Keyword: Line-Focusing

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A Comparative Analysis of Street Fashion Styles in Korea and China, For Successful Launching into Chinese Fashion Market - Focusing on the Seoul and Dalian - (중국 패션시장의 성공적 진입을 위한 한.중 스트리트 패션스타일 비교.분석 - 서울시와 대련시의 비교를 중심으로 -)

  • Bae, Soo-Jeong;Oh, Hyun-A
    • Journal of Fashion Business
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    • v.13 no.4
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    • pp.1-20
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    • 2009
  • The main investigation of this thesis is about the comparative analysis of the fashion style preferences in the ages of 20-30 women, according to the style, by researching the area of Dalian and Seoul, represented as outstanding fashion cities in north eastern area. Both taking pictures and recording camcoders were performed at the famous fashion street in Seoul and Dalian. The period of investigation was from 24th of July to 2nd of August 2008. The result of research are as follows. Generally, the casual style was predominant in both area. The jean casual in Seoul was somewhat tidy and conservative, while that in Dalian showed the tendency of boldly exposed their body. In terms of easy casual, T-shirts and mini-tight skirt were preferred in Seoul, while T-shirts and midi-flare skirt was popular in Dalian. In Seoul, the blouse and mini skirt were in vogue, while one-piece dress, blouse and 5/7/9 length pants were prevalent in Dalian, in case of romantic style. The sports casual was relatively low in frequency in both areas, however, it was relatively more popular in Dalian than in Seoul. The frequency of classic style was similar in both areas. The T-shirts/blouse and Chanel-line skirt were preferred in Seoul, while the combination of jacket/shirts and full-length straight pants were preferred in Dalian. The one-piece dress was predominant in feminine style, the combination of mini one-piece dress and shoulder bag prevalent in Seoul, while the combination of Chanel-line one-piece dress designed as boldly exposed body was popular in Dalian, which shows the tendency of sexy, feminine style. The clear contrast or differences of street styles in Seoul and Dalian would become evident by this research. The continuous investigations into the various regions of China would be expected as an important measure for the successful launching into the Chinese fashion market.

Laser Intensity Dependence in Resonant Multiphoton Ionization of Hg Atoms (수은 원자에서의 공명 다광자 이온화 과정의 레이저 강도 의존성)

  • 한재민;정도영;차형기;김철중;이종민
    • Korean Journal of Optics and Photonics
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    • v.1 no.1
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    • pp.7-11
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    • 1990
  • Resonant multi photon ionization (RMPD of Hg atoms is studied by focusing a high-power laser into the ionization cell. The intermediate resonant state is taken as $6d^1D_2$ with the 4-photon resonance wavelength of 560.7 nm. The ionization signal is measured as Hg vapor pressure (0.1-3.0 Torr), laser intensity $(10-120GW/\textrm{cm}^2)$, and laser wavelength (559-569 nm) vary. AC Stark shift and line broadening of the resonant state $(6d^1D_2)$ are observed and the shift factor is measured to be $-0.6(cm^{-1}/GW/\textrm{cm}^2$. It is also observed that the ionization signal increases as the Hg vapor pressure increases up to a certain value of pressure, however, if the pressure further increases, the signal decreases. The order of non-linearity, which discribes the laser intensity dependence of ionization rate, is measured to be 3 at the resonance, and compared with the theoretical results.esults.

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Hydraulic Characteristic Analysis for Prevention of River Disaster at Estuary in the Eastern Coast of Korea (동해안 하천 하구부의 하천재해 방지를 위한 수리특성 분석)

  • Choi, Jong-Ho;Jun, Kye-Won;Yoon, Yong-Ho
    • Journal of Korean Society of Disaster and Security
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    • v.11 no.2
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    • pp.83-89
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    • 2018
  • The significant sedimentation at the estuary in the eastern coast of Korea frequently causes river mouth occlusion where disconnection between the river and sea is observed. River mouth occlusion causing watershed retention raises the environmental risk of the area as it impairs water quality and threatens the area's safety in the event of floods. This study proposes a plan to maintain stability of river channel and flow of flood discharge at the estuary with loss of its function for disaster prevention. To this end, the study tries to change the location and width of stream path, focusing on the center line of stream near the sand bar of river mouth. This allows to identify a shape of stream path that leads the most stable flow. To review the result, this study uses the SRH-2D, a model for two-dimensional hydraulic analysis, and conduct numeric simulation. The simulation result showed that the most effective plan for maintaining the stable flow of running water without having the area sensitive to changes in hydraulic characteristics is to lower the overall river bed height of the sand bar near the center line of stream to a equal level.

Study on the restoration of Soswaewon Garden's Goam-Jeongsa and Boohwondang buildings (소쇄원 고암정사와 부훤당의 복원적 고찰)

  • Cheon, Deuk-youm;Choi, Jung-mee;Kim, Dyeon-jin
    • Journal of the Architectural Institute of Korea Planning & Design
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    • v.34 no.4
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    • pp.103-111
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    • 2018
  • The Soswaewon Garden, which was constructed by Yang San-Bo around 1520, is a private traditional garden in Korea. Soswaewon Garden has long been and still is the focus of continuous research. However, relatively few studies have been conducted on the restoration of buildings that were lost in the past. The Goam-Jeongsa and Boohwondang buildings, which were lost in 1597 during the Japanese invasion, were restored in 1614 and depicted in a picture of Soswaewon Garden in 1755. However, they eventually disappeared and no longer exist in the present. Therefore, the restoration of these two buildings is considered an urgent task. This research aims to search for the original location of these buildings and estimate their size and shape in terms of physical space. Several years ago, an estimation of the building site was carried out, providing a stepping stone on this matter. This can be studied through "Soswaewon's 48 quatrains with five Chinese characters in each line," "Soswaewon-sasil," and "Soswaewon's drawing." Some parts of the shape of Soswaewon also appear in the "Yuseoseokrok," which is helpful. Thus, in this research, information on the Goam-Jeongsa and Boowondang buildings appearing in research results and literature to date are collectively analyzed. The location and architectural features of both buildings are identified by focusing on excavations. Also, for the purpose of restoration planning, base data on the location, size, and shape of both buildings are presented. In line with this process, a valid restoration plan is presented by analyzing the abovementioned historical research materials and comparing empirical data, such as excavation results.

The Christian Understanding and Application of Metaverse: Focusing on the the Characteristics of Metaverse (메타버스(Metaverse)의 기독교적 이해와 적용: 메타버스의 특성을 중심으로)

  • Park, Kunchun;Bong, Wonyoung
    • The Journal of the Korea Contents Association
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    • v.22 no.7
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    • pp.511-523
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    • 2022
  • This study attempts an appropriate Christian understanding and application of the metaverse. To this end, the general concept, type, and utilization of the metaverse were examined, and the main characteristics of the metaverse were analyzed in three main categories by the association of the concepts and the common factors. Based on this, the main focus of the Christian understanding of the metaverse found in this study is, first, the "transcendental worldview" of the metaverse. Applications include restructuring the Christian worldview and creating a Christian metaverse environment for future generations. Second, it is a "fusion and composite on- and offline" understanding of the metaverse. An integrated on- and off-line understanding of the church, worship, mission, and the missional acceptance of the metaverse are its applications. Third, in the metaverse, it is an "extension of the functionality of the avatar." This presents its application tasks, such as establishing human identity, expanding the concepts of empathy and communication, and expanding Christian ethics and economic views. At the heart of the Christian understanding of the metaverse is worldview, mission, and understanding on human being.

The Efficiency of Long Short-Term Memory (LSTM) in Phenology-Based Crop Classification

  • Ehsan Rahimi;Chuleui Jung
    • Korean Journal of Remote Sensing
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    • v.40 no.1
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    • pp.57-69
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    • 2024
  • Crop classification plays a vitalrole in monitoring agricultural landscapes and enhancing food production. In this study, we explore the effectiveness of Long Short-Term Memory (LSTM) models for crop classification, focusing on distinguishing between apple and rice crops. The aim wasto overcome the challenges associatedwith finding phenology-based classification thresholds by utilizing LSTM to capture the entire Normalized Difference Vegetation Index (NDVI)trend. Our methodology involvestraining the LSTM model using a reference site and applying it to three separate three test sites. Firstly, we generated 25 NDVI imagesfrom the Sentinel-2A data. Aftersegmenting study areas, we calculated the mean NDVI values for each segment. For the reference area, employed a training approach utilizing the NDVI trend line. This trend line served as the basis for training our crop classification model. Following the training phase, we applied the trained model to three separate test sites. The results demonstrated a high overall accuracy of 0.92 and a kappa coefficient of 0.85 for the reference site. The overall accuracies for the test sites were also favorable, ranging from 0.88 to 0.92, indicating successful classification outcomes. We also found that certain phenological metrics can be less effective in crop classification therefore limitations of relying solely on phenological map thresholds and emphasizes the challenges in detecting phenology in real-time, particularly in the early stages of crops. Our study demonstrates the potential of LSTM models in crop classification tasks, showcasing their ability to capture temporal dependencies and analyze timeseriesremote sensing data.While limitations exist in capturing specific phenological events, the integration of alternative approaches holds promise for enhancing classification accuracy. By leveraging advanced techniques and considering the specific challenges of agricultural landscapes, we can continue to refine crop classification models and support agricultural management practices.

A Study on the Application of Bus Route Sketch Methodology Based on Multiple Evaluation Indicators: Focusing on a Bus Line in Sejong (다중 평가지표 기반의 버스노선 스케치 방법론 적용 연구: 세종시 버스노선 사례를 중심으로)

  • Jun-Yong Jang;Sung Hoo Kim
    • The Journal of The Korea Institute of Intelligent Transport Systems
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    • v.23 no.2
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    • pp.50-68
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    • 2024
  • This study developed a bus route sketch (BRS) methodology for utilizing bus route design and operation steps in practice and evaluated the feasibility of the method. The BRS methodology consists of three steps: transportation zoning suitable for the provider and users of bus transit service; determining the bus operation route based on established transportation zones and path combination; optimizing the operation route based on the estimation of route alternatives in terms of the multi-performance measures from the standpoints of bus-transit service provider and user. The results of a case study showed that the estimation scores from the perspectives of provider and user were improved significantly from 8.83 and 7.13 to 9.50 and 9.89, respectively. Because the BRS method was designated and developed to be suitable for field application for route planning and operation, the method can be used instantly and directly to estimate and adjust the on-operation bus transit line and route design.

The contribution of the nervous system in the cancer progression

  • Hongryeol Park;Chan Hee Lee
    • BMB Reports
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    • v.57 no.4
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    • pp.167-175
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    • 2024
  • Cancer progression is driven by genetic mutations, environmental factors, and intricate interactions within the tumor microenvironment (TME). The TME comprises of diverse cell types, such as cancer cells, immune cells, stromal cells, and neuronal cells. These cells mutually influence each other through various factors, including cytokines, vascular perfusion, and matrix stiffness. In the initial or developmental stage of cancer, neurotrophic factors such as nerve growth factor, brain-derived neurotrophic factor, and glial cell line-derived neurotrophic factor are associated with poor prognosis of various cancers by communicating with cancer cells, immune cells, and peripheral nerves within the TME. Over the past decade, research has been conducted to prevent cancer growth by controlling the activation of neurotrophic factors within tumors, exhibiting a novel attemt in cancer treatment with promising results. More recently, research focusing on controlling cancer growth through regulation of the autonomic nervous system, including the sympathetic and parasympathetic nervous systems, has gained significant attention. Sympathetic signaling predominantly promotes tumor progression, while the role of parasympathetic signaling varies among different cancer types. Neurotransmitters released from these signalings can directly or indirectly affect tumor cells or immune cells within the TME. Additionally, sensory nerve significantly promotes cancer progression. In the advanced stage of cancer, cancer-associated cachexia occurs, characterized by tissue wasting and reduced quality of life. This process involves the pathways via brainstem growth and differentiation factor 15-glial cell line-derived neurotrophic factor receptor alpha-like signaling and hypothalamic proopiomelanocortin neurons. Our review highlights the critical role of neurotrophic factors as well as central nervous system on the progression of cancer, offering promising avenues for targeted therapeutic strategies.

A Study of Origination and Genealogy on Street Style according to Anthropology (인류학적(人類學的) 분류(分類)에 따른 스트리트 스타일의 발생(發生)과 계보(系譜)에 관한 연구(硏究))

  • Lee, Young-Jae
    • Journal of Fashion Business
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    • v.11 no.4
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    • pp.183-203
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    • 2007
  • This study aims at providing useful fundamental information to re-establish the theories of modern fashion by examining the origination and genealogy of street style. The street styles focusing on caucasoid have a variety of genealogies such as western type, beat, teddy boy, hippie, skinhead, punk, neuron-mantic, indie kid, riot grrrl, grunge and techno cyber punk. In the same period, on the contrary, the streets styles focusing on negroid are zootie, hipster, modernist, rude boy, two-tone, rastafarian, funky, B-boy, fly girl, raggamuffine, bhangra, and acid jazz, which are seen as the culture of the large cities formed along Atlantic Ocean and Caribbean sea like England, America and Jamaica. These have root as the main fashion in western society. Ironically, most of the subculture concentrated on the whites were racists. Because of such a reason, the street styles have been formed as resistance culture that was unable to sympathize with their society and characteristics by distinguishing the whites and the colored people. Zootie or hipster that is one of the street fashion styles was formed in the 1940-50s, while the colored people who lived in the west Indies migrated to England or America. As a minimal modernist style called Ivy look in US, in that time, anti-culture formed by teenagers in whitey, teddy boy and mods fashion can be strictly different from the zootie and hipster. The colored people's street styles of the 1960s developed into aggressive and hard forms from the rude boy and two-tone while their resistance toward the whites was stronger. The rastafarian style researched the peak as the colored people's traditional ethnic characteristics or resistance intention for their freedom in the 1970s. In that time, The colored people's street styles of the 1960s developed into aggressive and hard forms from the rude boy and two-tone while their resistance toward the whites was stronger. The rastafarian style researched the peak as the colored people's traditional ethnic characteristics or resistance intention for their freedom in the 1970s. In that time, the street styles of the whites were mostly the skinhead or hippie. Most of them were racists toward the colored people. The punk type on shown on the whites focused on luxury and exaggerative costume. On the contrary, the funky style of the colored people focused on aggressive nihilism and form. With B-boy, fly girl, reggae, rap music, and break dancing in the 1980s, the subculture gradually told on the high fashion as well as the culture between the whites and the colored people. From such aspects, the colored people tried to maintain their unique traditional characteristics. However, their individual values surged by the coming young generation excluded the colored people's characteristic street styles. Focusing on gender, violence and private success among their major concerns, the raga muffin style that represents multi-races and multi-cultures was formed. The jazz style in the 1990s showed cold post-modernistic eclecticism different from that of the 1940s-50s. Simultaneously, the various classes appeared their street styles by emphasizing on each personality. Now that we are living in multi-cultural society, a human race or nationalism concept is getting obscurer. There is no obvious boundary line in the differences between human race and its fashion.

The Effects of Online Service Quality on Consumer Satisfaction and Loyalty Intention -About Booking and Issuing Air Tickets on Website- (온라인 서비스 품질이 고객만족 및 충성의도에 미치는 영향 -항공권 예약.발권 웹사이트를 중심으로-)

  • Park, Jong-Gee;Ko, Do-Eun;Lee, Seung-Chang
    • Journal of Distribution Research
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    • v.15 no.3
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    • pp.71-110
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    • 2010
  • 1. Introduction Today Internet is recognized as an important way for the transaction of products and services. According to the data surveyed by the National Statistical Office, the on-line transaction in 2007 for a year, 15.7656 trillion, shows a 17.1%(2.3060 trillion won) increase over last year, of these, the amount of B2C has been increased 12.0%(10.2258 trillion won). Like this, because the entry barrier of on-line market of Korea is low, many retailers could easily enter into the market. So the bigger its scale is, but on the other hand, the tougher its competition is. Particularly due to the Internet and innovation of IT, the existing market has been changed into the perfect competitive market(Srinivasan, Rolph & Kishore, 2002). In the early years of on-line business, they think that the main reason for success is a moderate price, they are awakened to its importance of on-line service quality with tough competition. If it's not sure whether customers can be provided with what they want, they can use the Web sites, perhaps they can trust their products that had been already bought or not, they have a doubt its viability(Parasuraman, Zeithaml & Malhotra, 2005). Customers can directly reserve and issue their air tickets irrespective of place and time at the Web sites of travel agencies or airlines, but its empirical studies about these Web sites for reserving and issuing air tickets are insufficient. Therefore this study goes on for following specific objects. First object is to measure service quality and service recovery of Web sites for reserving and issuing air tickets. Second is to look into whether above on-line service quality and on-line service recovery have an impact on overall service quality. Third is to seek for the relation with overall service quality and customer satisfaction, then this customer satisfaction and loyalty intention. 2. Theoretical Background 2.1 On-line Service Quality Barnes & Vidgen(2000; 2001a; 2001b; 2002) had invented the tool to measure Web sites' quality four times(called WebQual). The WebQual 1.0, Step one invented a measuring item for information quality based on QFD, and this had been verified by students of UK business school. The Web Qual 2.0, Step two invented for interaction quality, and had been judged by customers of on-line bookshop. The WebQual 3.0, Step three invented by consolidating the WebQual 1.0 for information quality and the WebQual2.0 for interactionquality. It includes 3-quality-dimension, information quality, interaction quality, site design, and had been assessed and confirmed by auction sites(e-bay, Amazon, QXL). Furtheron, through the former empirical studies, the authors changed sites quality into usability by judging that usability is a concept how customers interact with or perceive Web sites and It is used widely for accessing Web sites. By this process, WebQual 4.0 was invented, and is consist of 3-quality-dimension; information quality, interaction quality, usability, 22 items. However, because WebQual 4.0 is focusing on technical part, it's usable at the Website's design part, on the other hand, it's not usable at the Web site's pleasant experience part. Parasuraman, Zeithaml & Malhorta(2002; 2005) had invented the measure for measuring on-line service quality in 2002 and 2005. The study in 2002 divided on-line service quality into 5 dimensions. But these were not well-organized, so there needed to be studied again totally. So Parasuraman, Zeithaml & Malhorta(2005) re-worked out the study about on-line service quality measure base on 2002's study and invented E-S-QUAL. After they invented preliminary measure for on-line service quality, they made up a question for customers who had purchased at amazon.com and walmart.com and reassessed this measure. And they perfected an invention of E-S-QUAL consists of 4 dimensions, 22 items of efficiency, system availability, fulfillment, privacy. Efficiency measures assess to sites and usability and others, system availability measures accurate technical function of sites and others, fulfillment measures promptness of delivering products and sufficient goods and others and privacy measures the degree of protection of data about their customers and so on. 2.2 Service Recovery Service industries tend to minimize the losses by coping with service failure promptly. This responses of service providers to service failure mean service recovery(Kelly & Davis, 1994). Bitner(1990) went on his study from customers' view about service providers' behavior for customers to recognize their satisfaction/dissatisfaction at service point. According to them, to manage service failure successfully, exact recognition of service problem, an apology, sufficient description about service failure and some tangible compensation are important. Parasuraman, Zeithaml & Malhorta(2005) approached the service recovery from how to measure, rather than how to manage, and moved to on-line market not to off-line, then invented E-RecS-QUAL which is a measuring tool about on-line service recovery. 2.3 Customer Satisfaction The definition of customer satisfaction can be divided into two points of view. First, they approached customer satisfaction from outcome of comsumer. Howard & Sheth(1969) defined satisfaction as 'a cognitive condition feeling being rewarded properly or improperly for their sacrifice.' and Westbrook & Reilly(1983) also defined customer satisfaction/dissatisfaction as 'a psychological reaction to the behavior pattern of shopping and purchasing, the display condition of retail store, outcome of purchased goods and service as well as whole market.' Second, they approached customer satisfaction from process. Engel & Blackwell(1982) defined satisfaction as 'an assessment of a consistency in chosen alternative proposal and their belief they had with them.' Tse & Wilton(1988) defined customer satisfaction as 'a customers' reaction to discordance between advance expectation and ex post facto outcome.' That is, this point of view that customer satisfaction is process is the important factor that comparing and assessing process what they expect and outcome of consumer. Unlike outcome-oriented approach, process-oriented approach has many advantages. As process-oriented approach deals with customers' whole expenditure experience, it checks up main process by measuring one by one each factor which is essential role at each step. And this approach enables us to check perceptual/psychological process formed customer satisfaction. Because of these advantages, now many studies are adopting this process-oriented approach(Yi, 1995). 2.4 Loyalty Intention Loyalty has been studied by dividing into behavioral approaches, attitudinal approaches and complex approaches(Dekimpe et al., 1997). In the early years of study, they defined loyalty focusing on behavioral concept, behavioral approaches regard customer loyalty as "a tendency to purchase periodically within a certain period of time at specific retail store." But the loyalty of behavioral approaches focuses on only outcome of customer behavior, so there are someone to point the limits that customers' decision-making situation or process were neglected(Enis & Paul, 1970; Raj, 1982; Lee, 2002). So the attitudinal approaches were suggested. The attitudinal approaches consider loyalty contains all the cognitive, emotional, voluntary factors(Oliver, 1997), define the customer loyalty as "friendly behaviors for specific retail stores." However these attitudinal approaches can explain that how the customer loyalty form and change, but cannot say positively whether it is moved to real purchasing in the future or not. This is a kind of shortcoming(Oh, 1995). 3. Research Design 3.1 Research Model Based on the objects of this study, the research model derived is

    . 3.2 Hypotheses 3.2.1 The Hypothesis of On-line Service Quality and Overall Service Quality The relation between on-line service quality and overall service quality I-1. Efficiency of on-line service quality may have a significant effect on overall service quality. I-2. System availability of on-line service quality may have a significant effect on overall service quality. I-3. Fulfillment of on-line service quality may have a significant effect on overall service quality. I-4. Privacy of on-line service quality may have a significant effect on overall service quality. 3.2.2 The Hypothesis of On-line Service Recovery and Overall Service Quality The relation between on-line service recovery and overall service quality II-1. Responsiveness of on-line service recovery may have a significant effect on overall service quality. II-2. Compensation of on-line service recovery may have a significant effect on overall service quality. II-3. Contact of on-line service recovery may have a significant effect on overall service quality. 3.2.3 The Hypothesis of Overall Service Quality and Customer Satisfaction The relation between overall service quality and customer satisfaction III-1. Overall service quality may have a significant effect on customer satisfaction. 3.2.4 The Hypothesis of Customer Satisfaction and Loyalty Intention The relation between customer satisfaction and loyalty intention IV-1. Customer satisfaction may have a significant effect on loyalty intention. 3.2.5 The Hypothesis of a Mediation Variable Wolfinbarger & Gilly(2003) and Parasuraman, Zeithaml & Malhotra(2005) had made clear that each dimension of service quality has a significant effect on overall service quality. Add to this, the authors analyzed empirically that each dimension of on-line service quality has a positive effect on customer satisfaction. With that viewpoint, this study would examine if overall service quality mediates between on-line service quality and each dimension of customer satisfaction, keeping on looking into the relation between on-line service quality and overall service quality, overall service quality and customer satisfaction. And as this study understands that each dimension of on-line service recovery also has an effect on overall service quality, this would examine if overall service quality also mediates between on-line service recovery and each dimension of customer satisfaction. Therefore these hypotheses followed are set up to examine if overall service quality plays its role as the mediation variable. The relation between on-line service quality and customer satisfaction V-1. Overall service quality may mediate the effects of efficiency of on-line service quality on customer satisfaction. V-2. Overall service quality may mediate the effects of system availability of on-line service quality on customer satisfaction. V-3. Overall service quality may mediate the effects of fulfillment of on-line service quality on customer satisfaction. V-4. Overall service quality may mediate the effects of privacy of on-line service quality on customer satisfaction. The relation between on-line service recovery and customer satisfaction VI-1. Overall service quality may mediate the effects of responsiveness of on-line service recovery on customer satisfaction. VI-2. Overall service quality may mediate the effects of compensation of on-line service recovery on customer satisfaction. VI-3. Overall service quality may mediate the effects of contact of on-line service recovery on customer satisfaction. 4. Empirical Analysis 4.1 Research design and the characters of data This empirical study aimed at customers who ever purchased air ticket at the Web sites for reservation and issue. Total 430 questionnaires were distributed, and 400 were collected. After surveying with the final questionnaire, the frequency test was performed about variables of sex, age which is demographic factors for analyzing general characters of sample data. Sex of data is consist of 146 of male(42.7%) and 196 of female(57.3%), so portion of female is a little higher. Age is composed of 11 of 10s(3.2%), 199 of 20s(58.2%), 105 of 30s(30.7%), 22 of 40s(6.4%), 5 of 50s(1.5%). The reason that portions of 20s and 30s are higher can be supposed that they use the Internet frequently and purchase air ticket directly. 4.2 Assessment of measuring scales This study used the internal consistency analysis to measure reliability, and then used the Cronbach'$\alpha$ to assess this. As a result of reliability test, Cronbach'$\alpha$ value of every component shows more than 0.6, it is found that reliance of the measured variables are ensured. After reliability test, the explorative factor analysis was performed. the factor sampling was performed by the Principal Component Analysis(PCA), the factor rotation was performed by the Varimax which is good for verifying mutual independence between factors. By the result of the initial factor analysis, items blocking construct validity were removed, and the result of the final factor analysis performed for verifying construct validity is followed above. 4.3 Hypothesis Testing 4.3.1 Hypothesis Testing by the Regression Analysis(SPSS) 4.3.2 Analysis of Mediation Effect To verify mediation effect of overall service quality of and , this study used the phased analysis method proposed by Baron & Kenny(1986) generally used. As shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient $\beta$eta : efficiency=.164, system availability=.074, fulfillment=.108, privacy=.107) is smaller than its estimate ability at Step 2(Standardized coefficient $\beta$eta : efficiency=.409, system availability=.227, fulfillment=.386, privacy=.237), so it was proved that overall service quality played a role as the partial mediation between on-line service quality and satisfaction. As
    shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient $\beta$eta : responsiveness=.164, compensation=.117, contact=.113) is smaller than its estimate ability at Step 2(Standardized coefficient $\beta$eta : responsiveness=.409, compensation=.386, contact=.237), so it was proved that overall service quality played a role as the partial mediation between on-line service recovery and satisfaction. Verified results on the basis of empirical analysis are followed. First, as the result of , it shows that all were chosen, so on-line service quality has a positive effect on overall service quality. Especially fulfillment of overall service quality has the most effect, and then efficiency, system availability, privacy in order. Second, as the result of , it shows that all were chosen, so on-line service recovery has a positive effect on overall service quality. Especially responsiveness of overall service quality has the most effect, and then contact, compensation in order. Third, as the result of and , it shows that and all were chosen, so overall service quality has a positive effect on customer satisfaction, customer satisfaction has a positive effect on loyalty intention. Fourth, as the result of and , it shows that and all were chosen, so overall service quality plays a role as the partial mediation between on-line service quality and customer satisfaction, on-line service recovery and customer satisfaction. 5. Conclusion This study measured and analyzed service quality and service recovery of the Web sites that customers made a reservation and issued their air tickets, and by improving customer satisfaction through the result, this study put its final goal to grope how to keep loyalty customers. On the basis of the result of empirical analysis, suggestion points of this study are followed. First, this study regarded E-S-QUAL that measures on-line service quality and E-RecS-QUAL that measures on-line service recovery as variables, so it overcame the limit of existing studies that used modified SERVQUAL to measure service quality of the Web sites. Second, it shows that fulfillment and efficiency of on-line service quality have the most significant effect on overall service quality. Therefore the Web sites of reserving and issuing air tickets should try harder to elevate efficiency and fulfillment. Third, privacy of on-line service quality has the least significant effect on overall service quality, but this may be caused by un-assurance of customers whether the Web sites protect safely their confidential information or not. So they need to notify customers of this fact clearly. Fourth, there are many cases that customers don't recognize the importance of on-line service recovery, but if they would think that On-line service recovery has an effect on customer satisfaction and loyalty intention, as its importance is very significant they should prepare for that. Fifth, because overall service quality has a positive effect on customer satisfaction and loyalty intention, they should try harder to elevate service quality and service recovery of the Web sites of reserving and issuing air tickets to maximize customer satisfaction and to secure loyalty customers. Sixth, it is found that overall service quality plays a role as the partial mediation, but now there are rarely existing studies about this, so there need to be more studies about this.

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