• KOREAN JOURNAL OF CROP SCIENCE
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• v.51 no.7
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• pp.599-607
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• 2006

The experiments were carried out to develop simulation model for estimating the yield of soybean in upland and paddy field condition. Field experiments were done at National Institute of Crop Science in 2005. The evaluated soybean cultivars were Taekwangkong, Daewonkong, and Hwangkeumkong. Soybean seeds were planted by hill seeding with 3-4 seeds and row and hill spacing were $60{\times}10cm$ in upland and $60{\times}15cm$ in paddy field. Seeds were sown on row (without making ridge) and on the top of ridge in upland and paddy field, respectively. Field parameters were measured yield components ($plants/m^{2}$, pod no./plant, and 100-seed weight, seed yield and growth characteristics (stem length, leaf area at each stage, and dry weight of shoot) and after measuring they were compared the relationships with seed yield and yield components and seed yield and growth characteristics. Seed yield of soybean was affected by cultivars and planting density. Seed yield was higher in upland than paddy field due to the higher planting density in upland field. The upland soybeans generally had lower 100-seed weight than that of paddy field. Seed yield of soybean in a paddy field was greatest in Taekwangkong and followed by Daewonkong and Hwangkeumkong. The harvest index of taekwangkong and Hwanggumkong was higher in upland than paddy field, however, it was higher in paddy field than upland in Daewonkong. Seed yield was greatest in Daewonkong in both experimental fields. The greatest stem length was observed in taekwangkong and Hwanggumkong (R6) in late growth stage in paddy field. Dry weight of shoot and pod, pod number, stem length, and stem diameter were higher grown in paddy field than grown in upland. Crop growth rate (CGR) of cultivars was higher in paddy field after 8 WAS(weeks after sowing) and it was greatest at 13 WAS in Daewonkong among the cultivars. In upland field, CGR was greatest in Taekwangkong and then followed by Daewonkong and Hwanggumkong during 12 and 15 WAS. There was no significant relationships between 100-seed weight and seed yield in both experimental fields. A significant positive relationship was observed between seed number and seed yield. The correlation coefficients between leaf area and shoot dry weight were about 0.8 during the whole growth stage except 5 WAS and 4-5 WAS in paddy field and upland, respectively. This experiment was done just one year and drained paddy field condition was not satisfied drained condition successfully at 7th leaf age of soybean by the heavy rain, so we suggest that the excessive soil water reduced seed yield in paddy field and the weather condition should be considered for utilizing of these results.

• The Korean Journal of Petroleum Geology
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• v.2 no.2 s.3
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• pp.51-57
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• 1994

Analysis of the aeromagnetic data aquired by US Navy in the year 1969 permits us to predict a new sedimentary basin, Heugsan Basin, south of the known Gunsan Basin in Block Ⅱ. The basin appears to consist of three sub-basins trending NNW-SSE. The results of our analysis provide not only an independent assessment of the Gunsan Basin, but also new important information on the tectonic origin and mechanism for the two basins as well as for the entire region. The basin forming tectonic style is interpreted as rhombochasm associated with double overstepped left-lateral wrench faults. From the magnetic evidence, a few NE-SW trending major onshore faults are extended to the study area. We also interpreted the nature of the faults to be left-lateral wrenches. This new gross structural style is consistent with the results of recent Yeongdong Basin analysis by Lee. The senses of fault movement are also supported by the paleomagnetic evidence that the Philippine Sea had experienced an 80-degree clockwise rotation since the Eocene. Based on a 2 $\frac{1}{2}$ model study the probable maximum thickness of the sediments in the Gunsan Basin is approximately 7500 meters. We believe that the new Heugsan Basin was left unidentified because a high velocity layer may be overlying the basin. Because the overall structural configuration of the Heugsan Basin appears to be favorable for hydrocarbon accumulation, a detailed airborne magnetic survey is recommended in the area in order to verify the magnetic expression of this thick basin. A detailed subsequent marine gravity survey is also recommended in order to delineate the sedimentary section and to acquire supplemental data to the magnetic method only if an overlying high velocity layer is confirmed. Otherwise a high energy source seismic survey may be more effective.

• Journal of Mushroom
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• v.17 no.3
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• pp.119-125
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• 2019

This study aims to report the results for the analysis of the growth environment by applying smart farm technology to "Chunchu No 2" farmers in order to develop an optimal growth model for precision cultivation of bottle-grown oyster mushrooms. The temperature, humidity, carbon dioxide concentration, and illumination data were collected and analyzed using an environmental sensor installed to obtain growth environment data from the oyster mushroom cultivator. Analysis of the collected temperature data revealed that the temperature at the time of granulation was $19.5^{\circ}C$ after scraping, and the mushroom was generated and maintained at about $21^{\circ}C$ until the bottle was flipped. When the fruiting body grew and approached harvest time, mushrooms were harvested while maintaining the temperature between $14^{\circ}C$ and $18^{\circ}C$. The humidity was maintained at almost 100% during the complete growth stage. Carbon dioxide concentration gradually increased until 3 days after the beginning of cultivation, and then increased rapidly to almost 5,500 ppm. From the 6th day, carbon dioxide concentration was gradually decreased through ventilation and was maintained at 1,600 ppm during harvest. Light intensity of 8 lux was irradiated up to day 6 after seeding, and growth was then continued while periodically irradiating 4 lux light. The fruiting body characteristics of "Chunchu No 2" cultivated in the farmhouse were as follows: pileus diameter of 26.5 mm and thickness of 4.9 mm, stipe thickness of 8.9 mm, and length of 68.7 mm. The fruiting body yield was 166.8 g/850 ml, and the individual weight was 12.8 g/10 units.

• Journal of the Korean Institute of Traditional Landscape Architecture
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• v.32 no.4
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• pp.24-36
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• 2014

The result of the research conducted for the purpose of investigating the semantic value and the layout of the Cheongryu Gugok of Dorimsa Valley, which exhibits a high level of completeness and scenic preservation value among the three gugoks distributed in the area around Mt. Dongak of Gogseong is as follows.4) The area around Cheongryu Gugok shows a case where the gugok culture, which has been enjoyed as a model of the Neo-Confucianism culture and bedrock scenery, such as waterfall, riverside, pond, and flatland, following the beautiful valley, has been actually substituted, and is an outstanding scenery site as stated in a local map of Gokseong-hyeon in 1872 as "Samnam Jeil Amban Gyeryu Cheongryu-dong(三南第一巖盤溪流 淸流洞: Cheongryu-dong, the best rock mooring in the Samnam area)." Cheongryu Gugok, which is differentiated through the seasonal scenery and epigrams established on both land route and waterway, was probably established by the lead of Sun-tae Jeong(丁舜泰, ?~1916) and Byeong-sun Cho(曺秉順, 1876~1921) before 1916 during the Japanese colonization period. However, based on the fact that a number of Janggugiso of ancient sages, such as political activists, Buddhist leaders, and Neo-Confucian scholars, have been established, it is presumed to have been utilized as a hermit site and scenery site visited by masters from long ago. Cheongryu Gugok, which is formed on the rock floor of the bed rock of Dorimsa Valley, is formed in a total length of 1.2km and average gok(曲) length of 149m on a mountain type stream, which appears to be shorter compared to other gugoks in Korea. The rock writings of the three gugoks in Mt. Dongak, such as Cheongryu Gugok, which was the only one verified in the Jeonnam area, total 165 in number, which is determined to be the assembly place for the highest number of rock writings in the nation. In particular, a result of analyzing the rock writings in Cheongryu Gugok totaling 112 places showed 49pieces(43.8%) with the meaning of 'moral training' in epigram, 21pieces (18.8%) of human life, 16pieces(14.2%) of seasonal scenery, and 12pieces(10.6%) of Janggugiso such as Jangguchur, and the ratio occupied by poem verses appeared to be six cases(3.6%). Sweyeonmun(鎖烟門), which was the first gok of land route, and Jesiinganbyeolyucheon(除是人間別有天) which was the ninth gok of the waterway, corresponds to the Hongdanyeonse(虹斷烟鎖) of the first gok and Jesiinganbyeolyucheon of the ninth gok established in Jaecheon, Chungbuk by Se-hwa Park(朴世和, 1834~1910), which is inferred to be the name of Gugok having the same origin. In addition, the Daeeunbyeong(大隱屛) of the sixth gok. of land route corresponds to the Chu Hsi's Wuyi-Gugok of the seventh gok, which is acknowledged as the basis for Gugok Wollim, and the rock writings and stonework of 'Amseojae(巖棲齋)' and 'Pogyeongjae(抱經齋)' between the seventh gok and eighth gok is a trace comparable with Wuyi Jeongsa(武夷精舍) placed below Wuyi Gugok Eunbyeon-bong, which is understood to be the activity base of Cheongryu-dong of the Giho Sarim(畿湖士林). The rock writings in the Mt. Dongak area, including famous sayings by masters such as Sunsaeuhje(鮮史御帝, Emperor Gojong), Bogahyowoo(保家孝友, Emperor Gojong), Manchunmungywol(萬川明月, King Joengjo), Biryeobudong(非禮不動, Chongzhen Emperor of the Ming Dynasty)', Samusa(思無邪, Euijong of the Ming Dynasty), Baksechungpwoong(百世淸風, Chu Hsi), and Chungryususuk-Dongakpungkyung(淸流水石 動樂風景, Heungseon Daewongun) can be said to be a repository of semantic symbolic cultural scenery, instead of only expressing Confucian aesthetics. In addition, Cheongryu Gugok is noticeable with its feature as a cluster of cultural scenery of the three religions of Confucian-Buddhism-Taoism, where the Confucianism value system, Buddhist concept, and Taoist concept co-exists for mind training and cultivation. Cheongryu Gugok has a semantic feature and spatial character as a basis for history and cultural struggle for the Anti-Japan spirit that has been conceived during the process of establishing and utilizing the spirit of the learning, loyalty for the Emperor and expulsion of barbarians, and inspiration of Anti-Japan force, by inheriting the sense of Dotong(道統) of Neo-Confucianism by the Confucian scholar class at the end of the Joseon era that is represented by Ik-hyun Choi(崔益鉉, 1833~1906), Woo Jeon(田愚, 1841~1922), Woo-man Gi(奇宇萬, 1846~1916), Byung-sun Song(宋秉璿, 1836~1905), and Hyeon Hwang(黃玹, 1855~1910).

• Journal of Intelligence and Information Systems
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• v.27 no.1
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• pp.191-207
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• 2021

Up to this day, mobile communications have evolved rapidly over the decades, mainly focusing on speed-up to meet the growing data demands of 2G to 5G. And with the start of the 5G era, efforts are being made to provide such various services to customers, as IoT, V2X, robots, artificial intelligence, augmented virtual reality, and smart cities, which are expected to change the environment of our lives and industries as a whole. In a bid to provide those services, on top of high speed data, reduced latency and reliability are critical for real-time services. Thus, 5G has paved the way for service delivery through maximum speed of 20Gbps, a delay of 1ms, and a connecting device of 106/㎢ In particular, in intelligent traffic control systems and services using various vehicle-based Vehicle to X (V2X), such as traffic control, in addition to high-speed data speed, reduction of delay and reliability for real-time services are very important. 5G communication uses high frequencies of 3.5Ghz and 28Ghz. These high-frequency waves can go with high-speed thanks to their straightness while their short wavelength and small diffraction angle limit their reach to distance and prevent them from penetrating walls, causing restrictions on their use indoors. Therefore, under existing networks it's difficult to overcome these constraints. The underlying centralized SDN also has a limited capability in offering delay-sensitive services because communication with many nodes creates overload in its processing. Basically, SDN, which means a structure that separates signals from the control plane from packets in the data plane, requires control of the delay-related tree structure available in the event of an emergency during autonomous driving. In these scenarios, the network architecture that handles in-vehicle information is a major variable of delay. Since SDNs in general centralized structures are difficult to meet the desired delay level, studies on the optimal size of SDNs for information processing should be conducted. Thus, SDNs need to be separated on a certain scale and construct a new type of network, which can efficiently respond to dynamically changing traffic and provide high-quality, flexible services. Moreover, the structure of these networks is closely related to ultra-low latency, high confidence, and hyper-connectivity and should be based on a new form of split SDN rather than an existing centralized SDN structure, even in the case of the worst condition. And in these SDN structural networks, where automobiles pass through small 5G cells very quickly, the information change cycle, round trip delay (RTD), and the data processing time of SDN are highly correlated with the delay. Of these, RDT is not a significant factor because it has sufficient speed and less than 1 ms of delay, but the information change cycle and data processing time of SDN are factors that greatly affect the delay. Especially, in an emergency of self-driving environment linked to an ITS(Intelligent Traffic System) that requires low latency and high reliability, information should be transmitted and processed very quickly. That is a case in point where delay plays a very sensitive role. In this paper, we study the SDN architecture in emergencies during autonomous driving and conduct analysis through simulation of the correlation with the cell layer in which the vehicle should request relevant information according to the information flow. For simulation: As the Data Rate of 5G is high enough, we can assume the information for neighbor vehicle support to the car without errors. Furthermore, we assumed 5G small cells within 50 ~ 250 m in cell radius, and the maximum speed of the vehicle was considered as a 30km ~ 200 km/hour in order to examine the network architecture to minimize the delay.

• Journal of Acupuncture Research
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• v.21 no.4
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• pp.177-196
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• 2004

Objective : Rheumatoid arthritis is an autoimmune disease that pathogenesis is not fully understood and one of the most intractable musculoskeletal diseases. The concern in the immunopathogenesis of rheumatoid arthritis has been increased since 1980's and many immunotherapeutic agents including disease-modifying antirheumatic drugs (DMARDs) were developed and became the mainstay of treatment of rheumatoid arthritis. However, the cure of the disease has hardly been achieved. In oriental medicine, rheumatoid arthritis is related to Bi-Zheng(痺證), that presents pain, swelling, andlor loss of joint function as major clinical manifestations, and also known to be deeply involved in suppression of immune function related to weakness of Jung-Ki(正氣). The herbal medicine, empirically used, could be a potential resource of development of new immunotherapeutic agents for rheumatoid arthritis. Methods : We developed a search strategy using terms to include "rheumatoid arthritis and herbal medicine" combined with "Chinese medicine" and/or "Oriental medicine". The search was focused on experimental studies of herbal medicine (January 1999 to May 2004), which is known to have effects on immune function of patients with rheumatoid arthritis. Computerized search used Internet databases including KISS and RISS4U (Korea), CNKI (China), MOMJ (Main Oriental Medicine Journal, Japan), and PubMed. The articles were selected from journals of universities or major research institutes. Results : The literature search for experimental studies on effects of herbal medicine on immunity of rheumatoid arthritis retrieved a total of 21 articles (Korea; 8, China ; 12, Japan ; 1). Of 21 articles, 10 were related to single-drug formula, 2 to drug interaction, and 9 to multi-drug formula. Single-drug formula was mainly used for aqua-acupuncture and researches on active components. Studies of drug interaction emphasized harmony of Ki-Hyul(氣血) and balance of Han-Yeul(寒熱). Multi-drug regimen was mainly found among formulas for Bo-Ki-Hyul(補氣血) and Bo-Sin(補腎). Conclusion : Studies on rheumatoid arthritis were performed both in vitro and in vivo in vitro study, LPS-stimulated splenocytes and synoviocytes were treated with herbal medicine, resulting in proliferation and activation of immune cells and suppression of cytokine activities in vivo study CIA animal model demonstrated that herbal medicine decreased antibody production and improved function of immune cells. In cellular and molecular study herbal medicine showed profound effects on the level of mRNA expression of certain cytokines related to immune function. This study revealed that herbal medicine has significant immune modulatory action and could be used for recovery of immune dysfunction of rheumatoid arthritis patients.

• Journal of the Korean Society of Food Science and Nutrition
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• v.45 no.4
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• pp.492-500
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• 2016

In this study, the effects of Colpomenia sinuosa (CS) extract on serum lipid level and bone formation in an ovariectomized animal model were investigated. Twenty four nine-week old female Sprague-Dawley rats were randomly assigned to four groups: sham-operated rats (SHAM), ovariectomized control rats (OVX-CON), and ovariectomized rats supplemented with CS extract at 50 mg/kg bw (OVX-CS50) or 200 mg/kg bw (OVX-CS200). Three OVX groups were surgically ovariectomized while the SHAM group was sham-operated. CS extract was orally administrated at 1 mL per day. Analysis of serum lipid contents found that the total cholesterol, triglyceride, and low density lipoprotein cholesterol levels in the OVX-CON group were higher than those in the SHAM group. Notably, upon administration of CS extract after ovariectomy, triglyceride levels tended to significantly decrease. In addition, platelet aggregation ability decreased in groups treated with CS extract compared to the OVX-CON group. Serum alkaline phosphatase activity as an indicator of bone formation was lower in the CS extract group compared to the OVX-CON group. Collagen contents in bone and cartilage were reduced by ovariectomy, whereas the CS extract-supplemented groups exhibited higher concentrations in bone. According to these results, CS extract improved serum lipid parameters and osteogenesis in ovariectomized rats.

• Proceedings of the Korea Water Resources Association Conference
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• 2006.05a
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• pp.720-725
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• 2006

토양수분은 식물의 생장 및 가용수자원 산정 등에 있어서 중요한 요소로서 토양층 상부의 수 m내에 존재하는 수분의 양을 일컫는다. 토양수분과 토양수분의 공간적 시간적 특징들은 증발, 침투, 지하수 재충전, 토양침식, 식생 분포 등을 지배하는 중요한 요소이다. 강우 등으로 인한 지면과 지표하에서의 순간적인 포화공간의 형성 및 유출의 생성 등을 포함하는 과정과 증발산 등은 모두 비포화대(vadose zone) 혹은 토양층에서의 토양수분의 함량에 크게 의존하게 된다(이가영 등(2005)). 분포형 수문모형은 유역을 격자단위로 세분화하여 매개변수를 부여하고, 증발산, 침투, 지표면유출, 중간유출, 지하수유출, 하도 흐름 등 여러 가지 수문요소를 해석하는 종합적인 수문모형이다. 지표면에 내린 강우가 증발, 침투, 유출될 지는 토양수분의 함량에 크게 의존하게 되며, 따라서 토양수분에 대한 적절한 모의가 분포형 수문모형의 정확도를 좌우하는 핵심이라 할 수 있다. 본 연구에서는 분포형 수문모형인 WEP 모형을 경안천 유역(유역면적: $575km^2$, 유로연장: 49.3㎞)에 적용하여 토양수분의 시공간분포를 모의하였다. 지점별 토양수분 모의결과, 토양 매개변수의 최대, 최소값 내에서 적절히 모의됨을 확인하였으나, 관측값이 없어 실질적으로 타당한지 여부는 검증하지 못하였다. 토양수분비율, 연간 증발산량, 지표면 유출량 공간분포를 비교한 결과, 토양수분비율이 연간 증발산량 모의에 직접적인 영향을 주는 것을 확인할 수 있었다. 일부격자에서는 토양수분이 지나치게 높게 모의되었는데, 지하수위와 관련있는 것으로 보이며, 구축된 자료가 부족한 지하대수층에 대한 정보부족이 토양수분 계산에도 영향을 준 것으로 보인다. 본 연구는 WEP 모형의 토양수분 해석능력에 대한 시험적용에 그 의의가 있으며, 향후 토양 및 지표하 매개변수 정보가 충분히 갖추어지고, 토양수분 관측결과 있는 대상유역에 대한 적용이 요구된다.-Moment 방법에 의해 추정된 매개변수를 사용한 Power 분포를 적용하였으며 이들 분포의 적합도를 PPCC Test를 사용하여 평가해봄으로써 낙동강 유역에서의 저수시의 유출량 추정에 대한 Power 분포의 적용성을 판단해 보았다. 뿐만 아니라 이와 관련된 수문요소기술을 확보할 수 있을 것이다.역의 물순환 과정을 보다 명확히 규명하고자 노력하였다.으로 추정되었다.면으로의 월류량을 산정하고 유입된 지표유량에 대해서 배수시스템에서의 흐름해석을 수행하였다. 그리고, 침수해석을 위해서는 2차원 침수해석을 위한 DEM기반 침수해석모형을 개발하였고, 건물의 영향을 고려할 수 있도록 구성하였다. 본 연구결과 지표류 유출 해석의 물리적 특성을 잘 반영하며, 도시지역의 복잡한 배수시스템 해석모형과 지표범람 모형을 통합한 모형 개발로 인해 더욱 정교한 도시지역에서의 홍수 범람 해석을 실시할 수 있을 것으로 판단된다. 본 모형의 개발로 침수상황의 시간별 진행과정을 분석함으로써 도시홍수에 대한 침수위험 지점 파악 및 주민대피지도 구축 등에 활용될 수 있을 것으로 판단된다. 있을 것으로 판단되었다.4일간의 기상변화가 자발성 기흉 발생에 영향을 미친다고 추론할 수 있었다. 향후 본 연구에서 추론된 기상변화와 기흉 발생과의 인과관계를 확인하고 좀 더 구체화하기 위한 연구가 필요할 것이다.게 이루어질 수 있을 것으로 기대된다.는 초과수익률이 상승하지만, 이후로는 감소하므로, 반전거래전략을 활용하는 경우 주식투자기간은 24개월이하의 중단기가 적합함을 발견하였다. 이상의 행태적 측면과 투자성과측면의 실증결과를 통하여 한국주식시장에 있어서 시장수익률을 평균적으로 초과할 수 있는 거래전략은 존재하므로 이러한 전략을 개발 및 활용할 수 있으며, 특히, 한국주식시장에 적합한 거래전략은 반전거래전략이고, 이 전략의 유용성은 투자자가 설정한 투자기간보다 더욱 긴 분석기간의 주식가격정보에 의하여 최대한 발휘될 수 있음을 확인하였다.(M1), 무역적자의

• Korean Journal of Food Science and Technology
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• v.26 no.3
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• pp.213-220
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• 1994

Gastrodia (G) Rhizoma has been used clinically as an oriental herbal medicine with sedative, anticonvulsive, and depressor effects. The present study tested effects of G. Rhizoma extracts on the coronary circulation and myocardial oxygen consumption in perfused rat hearts. Sprague Dawley rats (SD) and spontaneously hypertensive rats (SHR) were employed as experimental animals and nonworking Langendorff heart perfusion technique introduced for heart experiments. G. Rhizoma extracts were prepared from grinding G. Rhizoma into powder, extracting in water and 50% ethanol for 4 or 16 hr and diluting with Krebs-Henseleit bicarbonate perfusion buffer to be 70%. Hearts were perfused with bicarbonate buffer oxygenated with 95% $O_{2}:$ 5% $CO_{2}$ at constant coronary perfusion pressure of $90cmH_{2}O$. The diluted extracts were infused into coronary arteries in a concentration of $1{\sim}5\;{\mu}M$ for $7{\sim}8 min. While in SD water- or ethanol-extracts of G. Rhizoma extracted for 16 hr increased coronary perfusate flow (CPF) and decreased coronary vascular resistance (CVR), ethanol-extracts in SHR produced coronary vasoconstriction associated with enhanced CVR. G. Rhizoma extracts-induced increase in CPF reduced myocardial oxygen extraction, and thus myocardial oxygen consumption ($MVO_{2}$) remained at that observed prior to infusion of extracts. In SD and SHR 16 hr-water-extracts markedly altered coronary venous effluent pH and $Pco_{2}$ and evoked metabolic acidosis, which could be a coronary vasodilator mechanism decreasing CVR. In this study, the extracts decreasing CVR in SD and SHR did not augment the lactate production. Therefore, although the effects of the extracts on cardiac function and coronary circulation depended on solvents and duration for extraction, the 16hr-water-extracts, at least, exhibited coronary vasodilation in SD and SHR. Conversely, ethanol-extracts constricted coronary arteries in SHR. G. Rhizoma extracts-induced vasodilation might be due to the metabolic acidosis rather than due to the increased lactate production. The results indicate that G. Rhizoma extracts obtained from proper extracting procedures can be used as a safe and clinically applicable herbal medicine in the cardiovascular diseases such as coronary artery disease and hypertension for vasodilatory and antihypertensive actions.

• Asia Marketing Journal
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• v.14 no.2
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• pp.39-63
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• 2012

Previous studies of reward programs have generally focused on designing the best programs for consumers and suggested that consumers' perception of the value of reward programs can vary according to the type of reward program (e.g., hedonic vs. utilitarian and direct vs. indirect) and its timing (e.g., immediate vs. delayed). These studies have typically assumed that consumers' preference for reward programs has a positive effect on brand loyalty. However, Dowling and Uncles (1997) pointed out that this preference does not necessarily foster brand loyalty. In this regard, the present study verifies this assumption by examining the effects of consumers' perception of the value of reward programs on their brand loyalty. Although reward programs are widely used by online shopping malls, most studies have examined the conditions under which consumers are most likely to value loyalty programs in the context of offline shopping. In the context of online shopping, however, consumers' preferences may have little effect on their brand loyalty because they have more opportunities for comparing diverse reward programs offered by many online shopping malls. That is, in online shopping, finding attractive reward programs may require little effort on the part of consumers, who are likely to switch to other online shopping malls. Accordingly, this study empirically examines whether consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. Meanwhile, consumers seek utilitarian and/or hedonic value from their online shopping activity(Jones et al., 2006; Barbin et al., 1994). They visit online shopping malls to buy something necessary (utilitarian value) and/or enjoy the process of shopping itself (hedonic value). In this sense, reward programs may reinforce utilitarian as well as hedonic value, and their effect may vary according to the type of reward (utilitarian vs. hedonic). According to Chaudhuri and Holbrook (2001), consumers' perception of the value of a brand can influence their brand loyalty through brand trust and affect. Utilitarian value influences brand loyalty through brand trust, whereas hedonic value influences it through brand affect. This indicates that the effect of this perception on brand trust or affect may be moderated by the type of reward program. Specifically, this perception may have a greater effect on brand trust for utilitarian reward programs than for hedonic ones, whereas the opposite may be true for brand affect. Given the above discussion, the present study is conducted with three objectives in order to provide practical implications for online shopping malls to strategically use reward program for establishing profitable relationship with customers. First, the present study examines whether reward programs can be an effective marketing tool for increasing brand loyalty in the context of online shopping. Second, it investigates the paths through which consumers' perception of the value of reward programs influences their brand loyalty. Third, it analyzes the effects of this perception on brand trust and affect by considering the type of reward program as a moderator. This study suggests and empirically analyzes a new research model for examining how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. The model postulates the following 10 hypotheses about the structural relationships between five constructs: (H1) Consumers' perception of the value of reward programs has a positive effect on their program loyalty; (H2) Program loyalty has a positive effect on brand loyalty; (H3) Consumers' perception of the value of reward programs has a positive effect on their brand trust; (H4) Consumers' perception of the value of reward programs has a positive effect on their brand affect; (H5) Brand trust has a positive effect on program loyalty; (H6) Brand affect has a positive effect on program loyalty; (H7) Brand trust has a positive effect on brand loyalty; (H8) Brand affect has a positive effect on brand loyalty; (H9) Consumers' perception of the value of reward programs is more likely to influence their brand trust for utilitarian reward programs than for hedonic ones; and (H10) Consumers' perception of the value of reward programs is more likely to influence their brand affect for hedonic reward programs than for utilitarian ones. To test the hypotheses, we considered a sample of 220 undergraduate students in Korea (male:113). We randomly assigned these participants to one of two groups based on the type of reward program (utilitarian: transportation card, hedonic: movie ticket). We instructed the participants to imagine that they were offered these reward programs while visiting an online shopping mall. We then asked them to answer some questions about their perception of the value of the reward programs, program loyalty, brand loyalty, brand trust, and brand affect, in that order. We also asked some questions about their demographic backgrounds and then debriefed them. We employed the structural equation modeling (SEM) method with AMOS 18.0. The results provide support for some hypotheses (H1, H3, H4, H7, H8, and H9) while providing no support for others (H2, H5, H6, H10) (see Figure 1). Noteworthy is that the path proposed by previous studies, "value perception → program loyalty → brand loyalty," was not significant in the context of online shopping, whereas this study's proposed path, "value perception → brand trust/brand affect → brand loyalty," was significant. In addition, the results indicate that the type of reward program moderated the relationship between consumers' value perception and brand trust but not the relationship between their value perception and brand affect. These results have some important implications. First, this study is one of the first to examine how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. In particular, the results indicate that the proposed path, "value perception → brand trust/brand affect → brand loyalty," can better explain the effects of reward programs on brand loyalty than existing paths. Furthermore, these results suggest that online shopping malls should place greater emphasis on the type of reward program when devising reward programs. To foster brand loyalty, they should reinforce the type of shopping value that consumers emphasize by providing them with appropriate reward programs. If consumers prefer utilitarian value to hedonic value, then online shopping malls should offer utilitarian reward programs and vice versa.