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Impact of a Brand Image Matching with the Advertising Model on Price Fairness Perceptions: Focus on Sports Advertising (브랜드 이미지와 광고모델의 일치성이 가격공정성 지각에 미치는 영향 : 스포츠 광고를 중심으로)

  • Hwang, Hee-Joong;Shin, Seung-Ho
    • Journal of Distribution Science
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    • v.10 no.3
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    • pp.43-50
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    • 2012
  • This study sets out to examine how a brand image that matches the advertising model has a positive impact on brand attitude and price fairness perceptions. We reviewed the constructs on the basis of previous studies and each of the concepts has been redefined. One such concept, "image congruence," refers to the harmony, fitness, and matching quality of images. For example, how well celebrity advertising model is matches the brand image shows image congruence. Results are summarized as follows: First, the congruence of brand image and sports advertising model has no significant impact on brand attitude certainty and persistence. Second, the individual's brand attitude certainty and brand attitude persistence has a positive impact on the perceptions of price fairness. Third, the congruence of brand image and sports advertising model has a positive impact on the perceptions of price fairness. The first and the third results suggest that the positive impact on the price fairness perceptions is temporary but it has insignificant effects on the formation of brand attitude causing ongoing purchases. In other words, in order to influence consumers' long-term confidence on the brand, improving the quality of products or services has to precede promotional strategies such as advertising. When an advertising model is inappropriate for the brand image, consumers perceive product price changes as a negative issue in the short term. However, in the long term, attitude formation such as consumers' repurchase intentions and word of mouth will be not affected. The second result suggests that an already existing positive brand attitude can contribute more positively to change the perceptions of price fairness. In particular, attitude persistence has greater influence than attitude certainty on the price fairness. It suggests that persistence issues such as the trading period and the frequency of transactions must be managed and controlled because they are more important than the certainty issues such as strength of belief or trust. For example, when a commercial model for expensive sporting goods matches up with the brand image, consumer feels less pressure on the price changes. However, it does not determine the consumer's repeated purchases or sustainable transactions and it also has no absolute impact on the brand trust. In other words, consumer brand attitude should be recognized and approached as a routine strategy in view of the result that it is of great value as a causal variable in the process of consumer decision-making.

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Actual Condition of Quality Control of X-ray Imaging System in Primary Care Institution: focused on Gwangju Metropolitan City (1차 의료기관의 엑스선 발생장치 정도관리에 관한 현황조사:광주광역시 지역을 중심으로)

  • Dong, Kyung-Rae;Lee, Seun-Joo;Kweon, Dae-Cheol;Goo, Eun-Hoe;Jung, Jae-Eun;Lee, Kyu-Su
    • Journal of Radiation Protection and Research
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    • v.35 no.1
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    • pp.34-42
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    • 2010
  • With the expanded use of radiation in modern medical practices, the most important issue in regards to efforts to reduce individual exposure dose is quality assurance. Therefore in order to study the present condition of quality assurance, the Gwangju Metropolitan City area was divided into five districts each containing ten hospitals. Four experiments were conducted: a reproducibility experiment for kVp, mA, and examination time (sec) intensity of illumination; half-value layer (HVL) measurement; and beam perpendicularity test matching experiment. The tube voltage reproducibility experiment for all fifty hospitals resulted in a 95.33% passing rate and mA and examination time both resulted in a 77.0% passing rate. The passing rate for intensity of illumination was 86.0% and 52.0% for HVL, which was the lowest passing rate of all four factors. For the beam perpendicularity test matching experiment, generally the central flux is matched to within $1.5^{\circ}$. Of all fifty hospitals 30.0% were beyond $3^{\circ}$. The results of the survey showed that 58% responded that they knew about quality assurance cycle. All fifty respondents stated that they have not received any training in regards to quality assurance at their current place of employment. Although quality assurance is making relative progress, the most urgent issue is awareness of the importance of quality assurance. Therefore, the implementation of professional training focusing on safety management and accurate quality assurance of radiation will reduce the exposure to radiation for radiologists and patients and higher quality imaging using less dosage will also be possible.

X-tree Diff: An Efficient Change Detection Algorithm for Tree-structured Data (X-tree Diff: 트리 기반 데이터를 위한 효율적인 변화 탐지 알고리즘)

  • Lee, Suk-Kyoon;Kim, Dong-Ah
    • The KIPS Transactions:PartC
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    • v.10C no.6
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    • pp.683-694
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    • 2003
  • We present X-tree Diff, a change detection algorithm for tree-structured data. Our work is motivated by need to monitor massive volume of web documents and detect suspicious changes, called defacement attack on web sites. From this context, our algorithm should be very efficient in speed and use of memory space. X-tree Diff uses a special ordered labeled tree, X-tree, to represent XML/HTML documents. X-tree nodes have a special field, tMD, which stores a 128-bit hash value representing the structure and data of subtrees, so match identical subtrees form the old and new versions. During this process, X-tree Diff uses the Rule of Delaying Ambiguous Matchings, implying that it perform exact matching where a node in the old version has one-to one corrspondence with the corresponding node in the new, by delaying all the others. It drastically reduces the possibility of wrong matchings. X-tree Diff propagates such exact matchings upwards in Step 2, and obtain more matchings downwsards from roots in Step 3. In step 4, nodes to ve inserted or deleted are decided, We aldo show thst X-tree Diff runs on O(n), woere n is the number of noses in X-trees, in worst case as well as in average case, This result is even better than that of BULD Diff algorithm, which is O(n log(n)) in worst case, We experimented X-tree Diff on reat data, which are about 11,000 home pages from about 20 wev sites, instead of synthetic documets manipulated for experimented for ex[erimentation. Currently, X-treeDiff algorithm is being used in a commeercial hacking detection system, called the WIDS(Web-Document Intrusion Detection System), which is to find changes occured in registered websites, and report suspicious changes to users.

Regional Distribution of Cerebral Blood Flow in Childhood Measured by $^{99m}Tc-HMPAO$ SPECT : Reference Values of Semiquantitative Indices and Effect of Age ($^{99m}Tc-HMPAO$ SPECT를 이용한 어린이 국소뇌혈류의 정량적 분석 : 정량적 지표들의 참고값 및 연령에 따른 변화)

  • Kim, Sang-Eun;Lee, Dong-Soo;Chung, June-Key;Lee, Myung-Chul;Koh, Chang-Soon;Cho, Soo-Churl;Hong, Seung-Bong;Yoon, Byung-Woo;Roh, Jae-Kyu;Myung, Ho-Jin
    • The Korean Journal of Nuclear Medicine
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    • v.25 no.1
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    • pp.6-16
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    • 1991
  • Regional cerebral blood flow (rCBF) was evaluated in 12 children ranging in age from 2.7 to 10.0 yr using $^{99m}Tc-HMPAO$ SPECT. For quantitative analysis, 13 pairs of homologous regions of interest (ROIs) were created on three attenuation-corrected 18.8 mm thick transverse slices matching the cerebral cortical regions, deep gray matter, cerebellar hemisphere, and vascular territories, and the semiquantitative indices including "right to left ratio" [(mean count/voxel of homologous right ROI) / (mean count/voxel of homologous left ROI)] and "regional index"(RI) [(mean count/voxel of a ROI)/ (mean count/voxel of all ROIs of each hemisphere)] were calculated. Mean values of right to left ratios of homologous regions ranged from 0.984 to 1.028 in children under 5 yr (group 1) and from 0.982 to 1.012 in children between 5 and 10 yr (group 2), and the mean $value{\pm}2S.D.$ for each region did not exceed 11% and 12% in group 1 and group 2, respectively. There were no statistically significant differences between the RIs of the homologous right and left regions. Significant differences of RIs were found both between vascular regions (p<0.0005 for goup 1, and p=0.0001 for goup 2) and between regions of cerebral cortices (p<0.0005 for group 1, and p<0.005 for group 2) with a relatively high value in the occipital cortex and the lower values in the cerebellum and deep gray matter among the regions of cerebral cortices in both groups. There were no significant differences between the RIs of corresponding regions of group 1 and group 2, except a significantly higher value of right deep gray matter in group 2 than in group 1(p=0.0301). The RIs of the superior frontal cortex and deep gray matter showed to be positively correlated with age (superior frontal cortex; right: rs=0.5254, p=0.0814, left : rs=0.5919, p=0.0496/deep gray matter; right: rs=0.8246, p=0.0062, left: rs=0.6266, p=0.0377). The results suggest that the rCBF pattern of children approaches that of adults in an accipito-rostral direction. This time course of rCBF changes is in agreement with behavioral, neurophysiological, and anatomical alterations known to occur in the developing brain.

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The Accuracy of Subjective Rating of Grip Strength Associated with Target Force Levels (Target Force Level에 따른 악력의 주관적 평가 정확도)

  • Kong, Yong-Ku;Park, Donghyun;Choi, Kyeong-Hee;Shin, Jae-Min;Lee, Juhee;Lee, Jun-Hyub
    • Journal of the Ergonomics Society of Korea
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    • v.36 no.5
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    • pp.569-578
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    • 2017
  • Objective: The purposes of this experiment are an analysis of accuracy between target force level and subjective rating for the Target Force Level and an analysis of the patterns of subjective rating depending on target force level when there is no feedback from males for analysis. Background: The study of perceived exertion about the static contraction is processed with using among the matching procedure method between contralateral limbs, Exertion vs. Borg CR-10 scale and Exertion vs. %MVC (Maximum Voluntary Contraction). However, when there is no feedback, there is lack of the study on whether the subject can distinguish the subjective rating of the force depending on the target force levels. Method: Total 30 males, healthy subjects are measured the maximum grip strength, MVC, and then, each subject is measured the subjective rating and the accuracy with the random target force level (10, 20, 30, 40, 50, 60, 70, 80, and 90% MVC). Results: In the MVC study, males exerted 256.87N (${\pm}51.33$). In the subjective rating of grip strength increased for each Target Force Level (9 levels), higher subjective rating evaluated (p<0.05). In accuracy examination between target force level and subjective rating of grip strength by each %MVC, 10, 30, 40, 50, 70, 90% target force levels showed accurate strength (p>0.05). However, at 20% target force level, the subjects evaluated less subjective rating of grip strength than the target force (Underestimation), and at 60% and 80% target force level, the subjects evaluated more subjective rating of grip strength than the target force (Overestimation) (p<0.05). Conclusion: In the experiment, the MVC showed 256.87N (${\pm}51.33$) for the male adults and as the subjective rating value increased for each Target Force Level (9 levels), higher subjective rating evaluated (p<0.05). Moreover, the results of the accuracy test between target forces and subjective rating of the subjects showed that most participants rated a fairly accurate assessment of subjective rating of grip strength for Target Force Level (9 levels), except for 20%, 60%, and 80%MVC. Application: This experimental result would be used for basic data for the subjective rating of grip strength pattern by the target force level when the voluntary muscle is contracted.

Estimation of Refractive Index in MIR range from the Reflectance Measurements for IR Optics Materials (반사율 측정에 의한 적외선 광학재료의 중적외선 굴절률 추정)

  • Jin, Doo-han;Jeong, Kyung-Seok
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.21 no.6
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    • pp.411-416
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    • 2020
  • An optical arrangement has been set inside a photo-spectrometer to measure the reflectance of IR optics materials in mid IR range. The optical arrangement consists of equally spaced 4 gold coated full reflecting mirrors with the incidence angle of 45°. Baseline beam intensity IB has been measured while the beam proceeds through the 4 mirrors. Reflectance of a mirror has been estimated from the IB. And the beam intensity IS with the specimen in the optical path has been measured with the 4th mirror replaced with the specimen. Reflectance of the specimen has been estimated from the value of IS/IB. Then the estimated reflectance has been put in Fresnel equation relating reflectance and refractive index(RI) to estimate the RI of the material. Measurement has been made for sapphire, germanium, magnesium fluoride, and zinc sulfide. The estimated RI of the materials are closely matching with reference data and the maximum difference less than 2% over the wavelength range 3-5㎛ for all materials tested. As an FT-IR photo-spectrometer with a broadband wavelength infrared light source is used, this method has the advantage of measuring the refractive index at multiple wavelengths in a single measurement.

The Effect of Repeated Firing on the Color Difference of a Metal-Ceramic System with Different Porcelain Powder (다른 특성을 가지는 도재가 반복소성에 따라 색조변화에 미치는 영향)

  • Hwang, Jae-Sun
    • Journal of Technologic Dentistry
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    • v.31 no.1
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    • pp.23-36
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    • 2009
  • The goal of esthetic restoration is to achieve morphologic, optical, and biologic acceptance. Creation of a natural looking ceramic restoration, which blends harmoniously with surrounding dentition, is not always achieved. A successful color match is an important aspect of any esthetic dental restoration. Since natural enamel has inherent translucency, it is important that ceramic restorations reproduce the translucency and color of the natural teeth. However, the final color match of porcelain crowns to adjacent natural dentition remains some problem. Difficulties related to color matching arise from the structural differences that exist between metal ceramic crowns and natural teeth, the limited range of available ceramic shades, inadequate shade guides, different types of metal alloys, repeated firing, the condensation technique, and varying compositions of ceramic materials. Many factors contribute to the esthetic success of dental restoration: optical properties such as color and its elements of hue, value, and chroma; translucency and opacity; light transmission and scattering; and metamerism and fluorescence. The purpose of this study was to determine the color changes of metal-ceramic system with different veneering porcelain powder after repeated firing. The objectives of this in vitro study were to measure the lightness($L^*$), chromaticity($a^*$), chromaticity($b^*$), chroma($C^*$), hue(h), reflectance(%), color difference(${\Delta}E$). The following conclusions were obtained: 1. An increase in the number of firings resulted in decrease in lightness($L^*$) but increase in chromacticity($a^*$) with all porcelain. After the second sintering resulted in decrease in chromacticity($b^*$) with opaque-dentin porcelain and dentin porcelain but in increase with enamel porcelain and translucency porcelain. And after the second sintering resulted in decrease in chroma($C^*$) with opaque-dentin porcelain and dentin porcelain, but on the whole side in decrease with enamel porcelain and translucency porcelain. 2. After the second firing, a increase in the number of firings resulted in decrease reflectance(%) in all wavelength. 3. There were noticeable color differences(${\Delta}E$) between first sintering and multiple firings(dentin porcelain: 5.29~8.15, opaque-dentin porcelain: 4.83~8.2, enamel porcelain: 8.93~13.15, translucency porcelain: 9.37~12.91), but the color difference(${\Delta}E$) after second sintering were down to 4.87 in all porcelain. 4. Given the NBS Criteria, a 'trace' was not found this study but a 'slight' was found 2-3, 3-5 in dentin porcelain, 2-3 in opaque-dentin porcelain, 3-5, 5-10 in enamel porcelain and translucency porcelain, a 'noticeable' was 2-5, 3-10, 5-10 in dentin porcelain and opaque-dentin porcelain, 2-3, 2-5, 3-10 in enamel porcelain 2-3, 3-10 in translucency porcelain, an 'appreciable' was 1-2, 1-3, 2-10 in dentin porcelain 1-2, 1-3, 2-10, 3-10 in opaque-dentin porcelain, 2-10 in enamel porcelain, 2-5, 2-10 in translucency porcelain, a 'much' was 1-5, 1-10 in dentin porcelain and opaque-dentin porcelain, 1-2, 1-3, 1-5 in enamel porcelain 1-2, 1-3, 1-5, 1-10 in translucency porcelain, a 'very much' was 1-10 in enamel porcelain.

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Millimeter-wave LTCC Front-end Module for Highly Integrated Transceiver (고집적 송수신기를 위한 밀리미터파 LTCC Front-end 모듈)

  • Kim, Bong-Su;Byun, Woo-Jin;Kim, Kwang-Seon;Eun, Ki-Chan;Song, Myung-Sun
    • The Journal of Korean Institute of Electromagnetic Engineering and Science
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    • v.17 no.10 s.113
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    • pp.967-975
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    • 2006
  • In this paper, design and implementation of a very compact and cost effective front-end module are presented for IEEE 802.16 FWA(fixed Wireless Access) in the 40 GHz band. A multi-layer LTCC(Low Temperature Co-fred Ceramic) technology with cavity process to achieve excellent electrical performances is used to fabricate the front-end module. The wirebond matching circuit design of switch input/output port and waveguide transition to connect antenna are optimally designed to keep transmission loss low. To reduce the size of the front-end module, the dielectric waveguide filter is developed instead of the metal waveguide filter. The LTCC is composed of 6 layers(with the thickness of a layer of 100 um) having a relative dielectric constant of 7.1. The front-end module is implemented in a volume of $30{\times}7{\times}0.8mm^3$ and shows an overall insertion loss < 5.3 dB, and image rejection value > 49 dB.

Analysis of Genetic Diversity and Identification of Domestic Bred Phalaenopsis Varieties Using SRAP and SSR Markers (SRAP과 SSR 마커를 이용한 국내 육성 팔레놉시스 품종의 유전적 다양성 분석과 품종판별)

  • Park, Pue Hee;Park, Yong-Jin;Kim, Mi Seon;Lee, Young Ran;Park, Pil Man;Lee, Dong Soo;Yae, Byeong Woo
    • Horticultural Science & Technology
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    • v.31 no.3
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    • pp.337-343
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    • 2013
  • The aims of this study were to compare genetic distances among 14 Phalaenopsis varieties using simple sequence repeat (SSR) and sequence-related amplified polymorphism (SRAP) marker systems and to determine the discrimination using SSR. A total of 111 SSR primers and 30 SRAP combinations were initially screened. Twelve SSR primers and thirty SRAP combinations showed high polymorphism among the 14 Phalaenopsis varieties including domestic breeding varieties, conserved in National Institute of Horticultural & Herbal Science (NIHHS). The amplified DNA fragments were separated by denaturing acrylamide gels and detected by silver staining method. A total of 474 polymorphic bands, including 55 by SSRs and 419 by SRAPs, were identified and used for genetic diversity analysis. Polymorphic bands were scored for calculating a simple matching coefficient of genetic similarity and cluster analysis with multi-variate statistical package (MVSP) 3.1. Fourteen Phalaenopsis varieties were classified into three major groups at similarity coefficient value of 0.683 and 0.66 using SRAP and SSR, respectively. Also we could discriminate these domestic breeding Palaenopsis varieties using only SSR 20 and SSR 22. The results indicate that SSR analysis is effective for discrimination among Phalaenopsis varieties and SRAP is useful for genetic diversity when there is no sequence information. These studied SSR and SRAP markers will be useful tools for genotype identification, germplasm conservation and genetic relationship study in Phalaenopsis.

Virtual core point detection and ROI extraction for finger vein recognition (지정맥 인식을 위한 가상 코어점 검출 및 ROI 추출)

  • Lee, Ju-Won;Lee, Byeong-Ro
    • The Journal of Korea Institute of Information, Electronics, and Communication Technology
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    • v.10 no.3
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    • pp.249-255
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    • 2017
  • The finger vein recognition technology is a method to acquire a finger vein image by illuminating infrared light to the finger and to authenticate a person through processes such as feature extraction and matching. In order to recognize a finger vein, a 2D mask-based two-dimensional convolution method can be used to detect a finger edge but it takes too much computation time when it is applied to a low cost micro-processor or micro-controller. To solve this problem and improve the recognition rate, this study proposed an extraction method for the region of interest based on virtual core points and moving average filtering based on the threshold and absolute value of difference between pixels without using 2D convolution and 2D masks. To evaluate the performance of the proposed method, 600 finger vein images were used to compare the edge extraction speed and accuracy of ROI extraction between the proposed method and existing methods. The comparison result showed that a processing speed of the proposed method was at least twice faster than those of the existing methods and the accuracy of ROI extraction was 6% higher than those of the existing methods. From the results, the proposed method is expected to have high processing speed and high recognition rate when it is applied to inexpensive microprocessors.