• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.35-48
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• 2010

Today, the fashion market challenged by a maturing retail market needs a new paradigm in the "evolution of brand" to improve their comparative advantages. An important issue in fashion marketing is lifestyle brand extension with a specific aim to meet consumers' specific needs for their changing lifestyle. For fashion brand extensions into lifestyle product categories, Gen Y and Baby Boomer are emerging as "prospects"-Baby Boomers who are renovating their lifestyle, and generation Y experiencing changes in their life stage-with demands for buying new products. Therefore, it is imperative that apparel companies pay special attention to the consumer cohort for brand extension to create and manage their brand equity in a new product category. The purposes of this study are to (a) evaluate brand equity between parent and extension brands; (b) identify consumers' perceived marketing elements for brand extension; and (c) estimate a structural equation model for examining causative relationship between marketing elements and brand equity for brand extensions in lifestyle product category including home fashion items for the selected two groups (e.g., Gen Y, and Baby boomer). For theoretical frameworks, this study focused on the traditional marketing 4P's mix to identify what marketing element is more importantly related to brand extension equity for this study. It is assumed that comparable marketing capability can be critical to establish "brand extension equity", leads to successfully entering the new categories. Drawing from the relevant literature, this study developed research hypotheses incorporating brand equity factors and marketing elements by focusing on the selected consumers (e.g., Gen Y, Baby Boomer). In the context of brand extension in the lifestyle products, constructs of brand equity consist of brand awareness/association, brand perceptions (e.g., perceived quality, emotional value) and brand resonance adapted from CBBE factors (Keller, 2001). It is postulated that the marketing elements create brand extension equity in terms of brand awareness/association, brand perceptions by the brand extension into lifestyle products, which in turn influence brand resonance. For data collection, the sample was comprised of Korean female consumers in Gen Y and Baby Boomer consumer categories who have a high demand for lifestyle products due to changing their lifecycles. A total of 651 usable questionnaires were obtained from female consumers of Gen Y (n=326) and Baby Boomer (n=325) in South Korea. Structural and measurement models using a correlation matrix was estimated using LISREL 8.8. Findings indicated that perceived marketing elements for brand extension consisted of three factors: price/store image, product, and advertising. In the model of Gen Y consumers, price/store image had a positive effect on brand equity factors (e.g., brand awareness/association, perceived quality), while product had positive effect on emotional value in the brand extensions; and the brand awareness/association was likely to increase the perceived quality and emotional value, leading to brand resonance for brand extensions in the lifestyle products. In the model of Baby Boomer consumers, price/store image had a positive effect on perceived quality, which created brand resonance of brand extension; and product had a positive effect on perceived quality and emotional value, which leads to brand resonance for brand extension in the lifestyle products. However, advertising was negatively related to brand equity for both groups. This study provides an insight for fashion marketers in developing a successful brand extension strategy, leading to a sustainable competitive advantage. This study complements and extends prior works in the brand extension through critical factors of marketing efforts that affect brand extension success. Findings support a synergy effect on leveraging of fashion brand extensions (Aaker and Keller, 1990; Tauber, 1988; Shine et al., 2007; Pitta and Katsanis, 1995) in conjunction with marketing actions for entering into the new product category. Thus, it is recommended that marketers targeting both Gen Y and Baby Boomer can reduce marketing cost for entering the new product category (e.g., home furnishings) by standardized marketing efforts; fashion marketers can (a) offer extension lines with premium ranges of price; (b) place an emphasis on upscale features of store image positioning by a retail channel (e.g., specialty department store) in Korea, and (c) combine apparel with lifestyle product assortments including innovative style and designer’s limited editions. With respect to brand equity, a key to successful brand extension is consumers’ brand awareness or association that ensures brand identity with new product category. It is imperative for marketers to have knowledge of what contributes to more concrete associations in a market entry into new product categories. For fashion brands, a second key of brand extension can be a "luxury" lifestyle approach into new product categories, in that higher price or store image had impact on perceived quality that established brand resonance. More importantly, this study increases the theoretical understanding of brand extension and suggests directions for marketers as they establish marketing program at Gen Y and Baby Boomers.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.3
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• pp.193-211
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• 2021

Recently, interest in Korean Wave craze and K-beauty, led by K-pop, is increasing. In addition, the popularity and influence of the domestic beauty service industry has increased, and the economic and cultural ripple effects have been continuously expanding. The need to professional manpower training in response to the demand for manpower due to the growing development of domestic beauty services is emphasized, and the number of trainees who are actual consumers of beauty academy is increasing. Therefore, the purpose of our study is to examine the importance of quality factors of educational services to achieve educational purposes in the educational services provided by the Beauty Academy and the relationship between relationship commitment and educational service performance. Furthermore, it is to draw the importance of administrative support services, educational programs as well as educational service provision activities. However, the research for professional manpower training according to the provision of beauty services is insufficient compared to the development speed of the beauty industry. Therefore, at the present time when beauty service education is emphasized, our study will examine the relationship between relationship commitment and educational service performance based on the quality of education service by the students of domestic beauty academy. The measurement variables set for our study are program, instructor quality, tuition, external service, service fairness, relationship commitment, trust level, and educational service performance. The variables were analyzed and derived through the survey, and the following contents were derived from the empirical analysis. First, the quality of education service provided by the beauty academy, such as program, external service, service fairness, relationship commitment and trust level, had a significant effect on relationship commitment. Educational services provided by the institute, such as the systematicity and diversity of educational programs, enabled students to have a uniform relationship commitment. The quality of education service itself is to learn the expertise necessary for providing beauty service from the standpoint of the students and play an organic role in the relationship with the institute. Second, the moderating effect of trust level between academies and students was significant in the quality of education service and the relationship commitment. This means that students will feel higher level of service quality through the practical trust relationship of the students about the educational services provided by the institute. Based on the results of the empirical analysis, the implications of our study are to find ways to improve the students' ability and satisfaction represented by the results of educational services. This is because the quality of education services provided by the institute called Beauty Academy will have a great impact on the career choice of educational facilities and students. The characteristics of consistency, convenience, and knowledge orientation of education itself should be considered comprehensively, and a strong market position should be established through image formation through external service factors, which are external environments of academies.Furthermore, in terms of presenting differentiated strategies with competitors, the educational service quality factors play a significant role in the commitment to the relationship with the students, so the role of relationship marketing will be important for the psychological stability experienced by the students by grasping the demand accompanying the behavior of the students in advance.

• Progress in Medical Physics
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• v.25 no.2
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• pp.79-88
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• 2014

The dose distributions within the real volumes of tumor targets and critical organs during internal target volume-based intensity-modulated radiation therapy (ITV-IMRT) for liver cancer were recalculated by applying the effects of actual respiratory organ motion, and the dosimetric features were analyzed through comparison with gating IMRT (Gate-IMRT) plan results. The ITV was created using MIM software, and a moving phantom was used to simulate respiratory motion. The doses were recalculated with a 3 dose-volume histogram (3DVH) program based on the per-field data measured with a MapCHECK2 2-dimensional diode detector array. Although a sufficient prescription dose covered the PTV during ITV-IMRT delivery, the dose homogeneity in the PTV was inferior to that with the Gate-IMRT plan. We confirmed that there were higher doses to the organs-at-risk (OARs) with ITV-IMRT, as expected when using an enlarged field, but the increased dose to the spinal cord was not significant and the increased doses to the liver and kidney could be considered as minor when the reinforced constraints were applied during IMRT plan optimization. Because the Gate-IMRT method also has disadvantages such as unsuspected dosimetric variations when applying the gating system and an increased treatment time, it is better to perform a prior analysis of the patient's respiratory condition and the importance and fulfillment of the IMRT plan dose constraints in order to select an optimal IMRT method with which to correct the respiratory organ motional effect.

• Journal of Animal Science and Technology
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• v.54 no.2
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• pp.71-75
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• 2012

The present study data were obtained from 36,894 cows in Korea Animal Improvement Association from 2001 to 2009 which was subjected for ultrasound measurements (eye muscle area, back-fat thickness, marbling score) and descent. Repeated record models were carried out using 7,913 of 36,894 of total animal traits. The ultrasound measured traits and performance test data were used to study the chest girth, body condition score, eye muscle area, back-fat thickness and marbling score with genetic correlation and parameters for the ultrasound measured traits using REMLF90 program. Genetic correlation of eye muscle area with back-fat thickness, marbling score and back-fat thickness with marbling score were noticed in repeated records animal model as 0.69, 0.54, and 0.59, whereas in multiple trait animal model method were 0.07, 0.66, and 0.39, respectively. Repeated records of animal models were used as positive correlation of traits. Multiple trait animal models were used as negative correlation of eye muscle area with marbling score. The analysis on repeat records of animal models using ultrasound measurements about Korean cattle showed positive effects for each traits. In comparison differences between the repeat records of animal models and multiple trait animal models was found with higher traits of her, the heritability and repeatability was found higher in repeat records animal models. In light of these assessments, carcass traits by ultrasound measurements are expected to help and improve an accurate analysis of each trait and if the research analysis using repeat records of animal models continue when we estimate genetic ability of these traits.

• Korean Security Journal
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• no.33
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• pp.103-135
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• 2012

The object is that this research searches the relationship of the office given condition actual condition of the country important facility private security guard and job satisfaction degree. In order to grasp and analyze the real state of the country important facility private security guards directly, the questionnaire, that is the general measurement tool, was utilized and the guard whom it works in the airport, the port region and general work place, that is the national important facility of Busan and Ulsan area, was aimed at. The enough survey object was illustrated to the facility and person in charge in the security company and the item was previewed and the total 400 sheets was distributed and 331 sheets (82.8%) except the doubleness subject intention and incongruent questionnaire was utilized for the analysis. The statistic processing of collected data utilized the SPSS version 15.0 the statistical package program through data coding and cleaning process and performed the frequency analysis, reliability analysis, t-test, one way analysis of variance, Pearson analysis, and regression analysis. The relationship of the office given condition actual condition of the guard about the national important facility and job satisfaction degree was classified into the interpersonal relationship, task characteristic, office environment, and complement factor and the difference of the job satisfaction degree according to the general characteristic was verified. If the conclusion obtained through the method of study described in the above looked at, for as to general tendency, the low wages and poor field environment was continued. In the general characteristic, the man was higher than the excitation about the job satisfaction level. As there was lots of the age and the scholarship was low, the age was high. And as there was lots of the career and income, the police of a petition or search and guide staff was high and the job satisfaction degree in which relatively the employee and the other job group is high so that the case of being the former student incidence can be the poorest was shown rather than the facility security agent. As the interrelation analysis result job satisfaction was high, the change of occupation pseudo was low and the organizational commitment degrees was increased. The regression analysis result job satisfaction degree was exposed to reach the meaningful effect on the change of occupation pseudo and organizational commitment. It had an effect on the change of occupation pseudo as the task characteristic and office ambient level was low. It had an effect on the organizational commitment as the extend of satisfaction about the task characteristic and interpersonal relationship, complement, and office ambient level were high. If the research result of this time is integrated, the support of the political system including the interpersonal relationship thesis between top and bottom of the organized I and substantial complement actualization is urgently needed between the office given condition improvement effort in the country important facility defense manpower field and police of a petition and special guard.

• Analytical Science and Technology
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• v.28 no.6
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• pp.377-384
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• 2015

A survey of the artificial radionuclides in rivers and lakes was conducted to investigate their levels in surface water. Water samples were collected at 60 points and analyzed by gamma-ray spectrometry with a measurement time of 10,000 seconds for ¹³⁴Cs, ¹³⁷Cs, and ¹³¹I. The obained values were lower than MDA for all points, except one point for ¹³¹I that was 0.533±0.058 Bq/L. ¹³¹I is known as a radioactive material that occurs frequently in sewage treatment plants. Because it is often used for medical treatments and subject to spreading into the environment due to the excretion from the patients. For the point where ¹³¹I was detected, we conducted additional investigation on the upstream river point and the effluent points of nearby sewage treatment plant to find the source of ¹³¹I. ¹³¹I was not detected at the upstream points of one of the upstream sewage treatment plants but found at the downstream points with the level being 0.257±0.034 to 0.799±0.051 Bq/L, proving the sewage treatment plant was the ¹³¹Isource.

• Restorative Dentistry and Endodontics
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• v.27 no.4
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• pp.370-381
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• 2002

This study was performed to evaluate the temperature rise on various position of the Buchanan plugger, the peak temperature of plugger's type and the temperature change by its touching time of heat control spling. The heat carrier system 'System B' (Model 1005, Analytic Technologies, USA) and the Buchanan's plug-gers of F, FM, M and ML sizes are used for this study. The temperature was set to 20$0^{\circ}C$ which Dr. Buchanan's "continuous wave of condensation" technique recommended on digital display and the power level on it was set to 10. In order to apply heat on the Buchanan's pluggers, the heat control spring was touched for 1, 2, 3, 4 and 5 seconds respectively. The temperature rise on the surface of the pluggers were measured at 0.5 mm intervals from tip to 20 mm length of shank using the infrared thermography (Radiation Thermometer-IR Temper, NEC San-ei Instruments, Ltd, Japan) and TH31-702 Data capture software program (NEC San-ei Instruments, Ltd, Japan). Data were analyzed using a one way ANOVA followed by Duncan's multiple range test and linear regression test. The results as follows. 1. The position at which temperature peaked was approximately at 0.5 mm to 1.5 mm far from the tip of Buchanan's pluggers (p<0.001). The temperature was constantly decreased toward the shank from the tip of it (p<0.001). 2. When the pluggerss were heated over 5 seconds, the peak temperature by time of measurement revealed from 253.3$\pm$10.5$^{\circ}C$ to 192.1$\pm$3.3$^{\circ}C$ in a touch for 1 sec, from 218.6$\pm$5.$0^{\circ}C$ to 179.5$\pm$4.2$^{\circ}C$ in a touch for 2 sec, from 197.5$\pm$3.$0^{\circ}C$ to 167.5$\pm$3.7$^{\circ}C$ in a touch for 3 sec, from 183.7$\pm$2.5$^{\circ}C$ to 159.8$\pm$3.6$^{\circ}C$ in a touch for 4 sec and from 164.9$\pm$2.$0^{\circ}C$ to 158.4$\pm$1.8$^{\circ}C$ in a touch for 5 sec. A touch for 1 sec showed the highest peak temperature, followed by, in descending order, 2 sec, 3 sec, 4 sec. A touch for 5 sec showed the lowest peak temperature (p<0.001). 3. A each type of pluggers showed different peak temperatures. The peak temperature was the highest in F type and followed by, in descending order, M type, ML type. FM type revealed the lowest peak temperature (p<0.001). The results of this study indicated that pluggers are designed to concentrate heat at around its tip, its actual temperature does not correlate well with the temperature which Buchanan's "continuous wave of condensation" technique recommend, and finally a quick touch of heat control spring for 1sec reveals the highest temperature rise.

• Women's Health Nursing
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• v.7 no.1
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• pp.93-106
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• 2001

The purpose of this study is to provide the basic data in order to develop of some educational programs for increasing breast feeding by studying the female university student's knowledge and attitude on breast feeding, who will become a mother in future. The respondents of this research were selected at random for 462 female students at the university in Seoul and Kyongki area, and it was the period collected the data from Oct 28, 2000 to Nov 8, 2000. The method of study distributed the measuring tools of knowledge with 33 items and the tools of measurement with 20 items on the attitude of breast feeding to the respondents directly, and collected them. The data were analyzed to use SPSS program. Unpaired t-test, ANOVA, Pearson correlation coefficient and Multiple regression analysis were used for the calculation of difference between groups and the results were as follows ; 1. The breast feeding was 50.6% in the period of lactation for the respondents and the nuclear families were 81.7% in family constituent unit. In the future the wisher of breast feeding was 91.5%, the medical personnel was a major informer who enjoyed their best confidence, Besides the respond-ents responded that the proper period for education of the breast feeding was in a high school. 2. The level of Knowledge on breast feeding. The respondents's knowledge on breast feeding was average $16.40{\pm}4.59$ points on the basis of 33 points and On the merits and demerits ratio of breast feeding has shown highest but there was low in the field of such a concrete and practical plan as the estimate of breast feeding and the method and mindfulness for breast feeding. The higher grader, the college of the natural science showed significantly the higher points in the knowledge degree by respondents's characters and in such cases the persons of breast feeding or the informed of breast feeding by a medical personnel or the women of strong will for breast feeding action in the future. 3. The Attitude on breast feeding. There was relatively shown a positive attitude of the total average $60.50{\pm}7.59$ points and the average evaluation $3.04{\pm}.36$ points in the attitude on breast feeding. The attitude by each factors has the highest points in the practical action aspect but the lowest in the emotional aspect. The attitude on breast feeding by respondents's characters significantly showed a positive attitude in such cases the persons of breast feeding or the informed of breast feeding or the women of strong will for breast feeding action in the future. 4. Relation to knowledge and attitude on breast feeding. There was shown a correlation of definition in the relation to knowledge and attitude on breast feeding, 5.Factors which have an effect on knowledge and attitude on breast feeding. The factors which have an effect on knowledge of breast feeding were attitudes on breast feeding, graders, the college of natural science and the informed of breast feeding. Also the factors which have an effect on attitude on breast feeding were on will and knowledge on breast feeding, a large family, the informed of breast feeding. In conclusion, it will have to enforce a systematic education on the method of a practical breast feeding enlarged by a medical personnel and professional early enough as the information provision on breast feeding enables one to increase knowledge and attitude on it, besides it has relations with their practical will.

• Women's Health Nursing
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• v.7 no.1
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• pp.30-43
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• 2001

This was a pre-experimental study to confirm the breast-feeding ability and effect of follow up care on the breast-feeding rate and the breast-feeding method by the mother-infant breast-feeding assessment tool for the mothers who got the breast-feeding education. The subjects were 46 mothers who experienced normal delivery of infants at a college hospital in K-city, Kyungsangbuk-do, from July 1 to October 21, 2000. The instrument for data obtainment were The Mother-Infant Breast-Feeding Assessment Tool of Johnson et al. (1999), and The Breast- Feeding Method Measurement Tool of Jeong, Geum-hee(1997). This instrument was reliable, showing Cronbach $\alpha$.751. This study classified them into 3 groups: at high risk for breast-feeding failure, at risk for breast-feeding problems, and at low risk for breast-feeding failure by the mother-infant breast-feeding assessment tool on the day of discharge from the hospital after delivering individual breast-feeding education to the subjects. This study investigated the breast-feeding rate and the breast-feeding method through mail questionnaire at the four week after childbirth, and through the phone counselling and the home visit for follow up care at the first week and the second week after childbirth. The sixth week after childbirth, this study investigated the breast-feeding rate by phone. The data analyzed the hypothesizes by $x^2$-test, paired t-test, ANOVA, Wilcoxon signed rank test, Wilcoxon rank sum test and trend analysis using SPSS/PC+ WIN 10.0 program. The results were as follows : 1) Hypothesis 1-1, "there won't be any difference the breast-feeding rate of a group at risk for breast-feeding failure by the time elapsed" was supported through constant the breast-feeding rate, because changes in the breast-feeding rate by the time elapsed after childbirth wasn't statistically significant(t= -1.501, p=.270). Hypothesis 1-2, "there won't be any difference the breast-feeding rate of group at low risk for breast-feeding failure by the time elapsed" was supported through constant the breast-feeding rate, because changes in the breast-feeding rate by the time elapsed after childbirth wasn't statistically significant(t=-1.732, p=.225). 2) Hypothesis 2-1, "there won't be any difference between the breast-feeding method of group at risk for breast-feeding failure for four weeks after childbirth and just after childbirth” was rejected, because the mean point of post test appeared to be higher than that of pre test(t=-7.267, p=.000). Hypothesis 2-2, "there won't be any difference between the breast-feeding method of the group at low risk for breast-feeding failure for four weeks after childbirth and just after childbirth" was rejected, because the mean point of post test appeared to be higher than that of pre test(t=-2.501, p=.012). 3)The 3rd hypothesis, "there won't be any difference between breast-feeding method of groups at risk for breast-feeding problems and at low risk for breast-feeding failure at the 4th week after childbirth and just after childbirth" didn't show any difference between the breast-feeding method of groups at risk for breast-feeding problems and at low risk for breast-feeding failure in the advance test(t=-1.521, p=.130) but there was difference between them in post test (t=-2.012, p=.044). As a result, the 3rd hypothesis was supported by pre test, but it was rejected by post test. In conclusion, this study confirmed breast- feeding education and follow up care just after childbirth were effective for the breast-feeding rate and method. Accordingly, it is proposed that successful nursing intervention of breast-feeding to be necessary by continuously providing follow up care through the mother-infant breast-feeding assessment tool as well as to execute individual breast-feeding education to mothers just after childbirth.

• Journal of Korean Academy of Nursing
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• v.25 no.1
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• pp.61-79
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• 1995

When children are admitted to hospital, they have to adapt to new and unfamiliar stimuli. Children may respond with fear to stimuli such as pain or unfamiliar experiences. One goal of nursing is to help hospitalized children to adapt effectively to their hospital experience. Accordingly, nurses need to assess childrens' fears of their hospital experience to contribute to the planning of care to alleviate these fears. The problem addressed by this study was to identify and measure hospital-related fears(hereafter called HRF) in hospitalized school-aged children. The study was conceptualized with Roy's model. A descriptive qualitative approach was used first, followed by a quantitative approach. This study was conducted from November 30, 1989 to January 12, 1991. The sample consisted of 395 hospitalized school-aged children selected through an allocated sampling technique in nine general hospitals. The HRF questionnaire (three point likert scale ) was developed by a delphi technique. The data were analyzed by an SAS program. Factor analysis was used for the examination of component factors. Differences in the HRF related to demographic variables were examined by t-test, analysis of variance and the Scheffe test. The crude scores of the HRF scale were transformed into T- scores to calculate the standard scores. The results included the following : 1. Forty-four items were derived from 188 statements identifying the childrens' hospital-re-lated fears. These items clustered into 14 factors, fear of injections, operations, bodily harm others' pain, medical rounds, physical examinations, medical staff, disease process, blood and X-rays, drugs and cockroaches, tests, harsh discipline from parents or staff, being absent from school, and separation from family. The 14 factors was classified into four categories,'pain','the unfamiliar','the un-known' and 'separation'. 2. The reliability of the HRF instruments was .92(Cronbach's alpha). In the factor analysis, Cronbach's alpha coefficients for the 14 factors ranged from .84 to .86 and Cronbach's alpha coefficients for the four categories ranged from .70 to .84. Pearson correlation coefficient scores for relationships among the 14 factors ranged from ,11 to .50, and among the four categories, from ,44 to ,63, indicating their relative independence. 3. The total group HRF score ranged from 45 to 130 in a possible range of H to 132, with a mean of 74.51. The fears identified by the children were, in order, injections, harsh discipline by parents or staff, bodily harm, operations, medical staff, disease process, and medical rounds ; the least feared was others' pain. The fear item with the highest mean score was surgery and the lowest was examination by a doctor. HRF scores were higher for girls than for boys, and for grade 1 students than for grade 6 students. HRF scores were lower for children whose fathers were over 40 than for those whose fathers were in the 30 to 39 age group, and whose mothers were over 35 than for those whose mothers were in the 20 to 34 age group. HRF scores were lower when the mother rather than any other person stayed with the child. The expressed fear of pain, the unfamiliar, the un-known and of separation directs nurses' concern to the threat felt by hospitalized children to their concept of self. This study contributes to the assessment of fears of hospitalized children and of stimuli impinging on those fears. Accordingly, nursing practice will be directed to the alleviation of pain, pre-admission orientation to the hospital setting and routines, initiation of information about procedures and experiences and arrangments for mothers to stay with their children. Recommendations were made for further research in different settings and for development and testing of the instrument.