• 제목/요약/키워드: Medical Services Value

검색결과 235건 처리시간 0.027초

(예비)타당성조사의 교통사고 감소편익 산정방안 보완 연구 (An improved methodology for estimating traffic accident cost savings in the (preliminary) feasibility study)

  • 장수은;정규화
    • 대한교통학회지
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    • 제25권5호
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    • pp.15-21
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    • 2007
  • 본 연구는 (예비)타당성조사의 교통사고 감소편익 산정방안에 관한 개선연구이다. 기존 방법론의 문제점은 크게 네 가지로 살펴볼 수 있다. 첫째, 인적피해사고 구분이 사상과 부상으로 단순화되어 있다. 본 연구에서는 현행 법 규정에 충실하게 도로는 사망, 중상, 경상 및 부상신고 사고로 구분하고, 철도는 사망, 중상 및 경상사고로 세분화한다. 둘째, 인명피해가 없는 단순 대물피해사고에 대한 고려가 미흡하다. 본 고에서는 대물피해사고를 사고유형의 하나로 명시적으로 고려하고 관련 사고비용원단위를 추정한다. 셋째, 사고비용 원단위가 단일 총액으로만 제시되고 있다. 사고비용을 구성하는 항목은 다양하므로 개별 항목은 특정 정책 수립 시 유용하게 활용될 수 있다. 본 연구에서는 사고비용을 생산손실비용, 의료비용, 물적피해비용 및 행정비용으로 세분화한다. 넷째, 도로와 철도의 사고비용 추정방안에 일관성이 결여되어 있다. 도로는 고속국도, 일반국도, 지방도 등 시설의 서비스 등급별 사고비용을 산정하는 반면 철도는 여객과 공중으로 구분하고 있다. 본 연구에서는 철도 서비스 등급별 사고건수 및 사고비용 원단위를 제시한다. 본 연구의 결과로 보다 합리적인 경제성 분석을 수행할 수 있음은 물론 궁극적으로 보다 신중한 사회기반시설 투자 정책 수립에 일조할 수 있기를 기대한다.

치과위생사 직무와 개인의 창의성에 의한 자기평가 연구 (A study on the self-evaluation of job performance and creativity of dental hygienists)

  • 홍선화;구경미
    • 한국치위생학회지
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    • 제10권6호
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    • pp.1037-1048
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    • 2010
  • Objectives : The awareness of health care need increasing attention from the public along with changing professional human-resources activity. As there are increasing social demand for the roles and professionalism of dental hygienists, the purpose of this study was to examine the job performance, creativity and organizational climate of dental hygienists by their own self-diagnostic evaluation in an attempt to help enhance their work ability. Methods : According to the data released as August 2008 by the Dental Association and public health centers in Gwangju, 735 dental hygienists worked at 425 dental clinics. The subjects in this study were 156 dental hygienists at 85 dental clinics who were selected by proportionate sampling method from among the dental hygienists. After an interview survey was conducted in person, the answer sheets from 132 respondents were analyzed except 24 incomplete ones. The questionnaire used in this study consisted of 49 items. A five-point Likert scale was used and SPSS 12.0 program was analyzed the data. Results : 1. As a result of checking the types of works, treatment cooperation(54%), and oral health education often(45%), They weren't responsible for preventive treatment(42%). 2. When they made a self-diagnostic evaluation of creativity and organizational climate, they put the highest value on their autonomy(2.21), followed by positive attitude(2.10). Out of seven organizational climate, challenging spirits(2.81) ranked highest, followed by reliability(2.66). 3. Major management eopmubyeol individual creativity compared with three business relationships and a positive attitude in the case of the high group received oral health education and care management services in a group doing the most was General office work and office assistance work in the medical assistance group that was doing business primarily. 4. In the relationship between self-assesment score and three performance duties, Positive difference was noted in the group with positive attitude and elevated autonomy in terms of performing oral health education. Conclusions : As a result, individual creativity and organization of the atmosphere, each detail, through analysis of the self-assessment model, developed guide on the investigation by doing a dental hygienist, a unique business promotion and Enlargement of the study suggested the need to be considered is.

대구의 사회복지시설 분포특성 (Distributional Trait of Welfare Facilities in Taegu.)

  • 배숙희(윤주)
    • 한국지역지리학회지
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    • 제3권1호
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    • pp.81-98
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    • 1997
  • 본 연구는 최근 사회적 여건의 급격한 변화에 따라 제기되고 있는 노인문제, 장애자문제와 가정 해체에 의한 아동 및 청소년비행과 범죄문제, 여성의 높은 취업율에 의한 육아보육 및 부녀복지문제 등 삶의 질과 관련되는 광범위한 복지문제중 복지의 범위를 한정하여 대구의 복지시설현황과 분포특성을 고찰하여 지역사회의 복지시설 입지선정에 보탬이 되고자 하였다. 먼저 우리나라의 복지제도와 복지정책을 개관하고 대구의 사회복지시설현황을 이용시설과 수용시설로 대별하여 고찰하였다. 그리고 이러한 각 시설들의 분포특성을 규명하기 위해 각 동별로 생활보호대상자수, 60세 이상의 노인인구 및 노인인구비율, 6세 이하 아동인구 및 인구비율을 파악하여 각 시설들의 분포와의 관계를 설명하고 지도화하였다. 그 결과 각 시설들의 분포는 그 시설을 주로 이용하는 연령충의 분포 및 저소득층의 분포와 밀접한 관계를 가지고 있음을 확인하였다. 이는 우리의 사회복지시설이 아직도 보편적인 시설이 아니라 소외계층에 제한된 시설임이 입증되었으며 앞으로는 좀 더 보편적인 시설로의 운영 및 전향을 제언하며 시설의 불균등분포의 문제와 아울러 노후화와 염세성도 문제점으로 지적하고 싶다.

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미세먼지와 오존노출에 의한 노인의 의료 이용 영향에 대한 연구 (A Study on the Influence on Medical Care for the Elderly by Exposure to Fine Particulate Matter and Ozone)

  • 정은주;나원웅;이경은;장재연
    • 한국환경보건학회지
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    • 제45권1호
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    • pp.30-41
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    • 2019
  • Objectives: The effects of particulate matter and ozone on health are being reported in a number of studies. These effects are likely to be stronger on the elderly population, but studies in this regard are scarce. The purpose of this study was to examine the effects of particulate matter ${\leq}2.5{\mu}m$ and ozone on the acute health status of the elderly population. Methods: In order to analyze the health status of the elderly population, the NHIS-Senior Cohort data was used. In this study of people 60 years or older in Seoul, the number of outpatient visits and ER visits between 2002 and 2013 were calculated. Each disorder and the lag effect were analyzed separately. Particulate matter and ozone were analyzed using both the single exposure model and the adjusted multi-exposure model. Results: In the single exposure analysis with PM2.5 as the exposure variable, with each increase of $10{\mu}g/m^3$, the number of outpatient visits increased by 1.0081 times, vascular disease 1.0065 times, chronic pulmonary disease 1.0086 times, and diabetes 1.0055 times. In the multi-exposure model adjusting for ozone, the number of outpatient visits increased by 1.0066 times. There was a one-day lag effect and 1.0066 times increase between PM2.5 and ER visits in the multi-exposure model and 1.0057 times when adjusted for ozone (p value <0.10). There was a one-day lag effect in all multi-exposure models with ozone as the main variable, and when the particulate matter was adjusted, there was a one-day delay and 1.0143 times increase in ER visits. Conclusions: In our study, an increase in the number of outpatient and ER visits in the elderly population in accordance with the increase in PM2.5 and ozone was found. The association found in our study could also produce a socioeconomic burden. Future studies need to be performed in regards to younger populations and other air pollutants.

급성기병원 인증기준의 가중치 도출: 계층적 분석법을 활용하여 (Deriving Criteria Weights for Acute Care Hospital Accreditation in South Korea: Using Analytic Hierarchy Process)

  • 오화영;이현정;옥민수;김인호;장호열;최지은
    • 한국의료질향상학회지
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    • 제30권1호
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    • pp.33-43
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    • 2024
  • Purpose:The acute hospital accreditation program launched in South Korea has shown positive effects on safety culture and quality of care. However, relative weights have not yet been investigated for accreditation criteria with a hierarchical structure. This study aimed to derive the relative weights of acute-care hospital accreditation criteria. Methods: We conducted an online survey using the analytic hierarchy process (AHP) technique to assess the validity, importance, and urgency of acute hospital accreditation criteria. The AHP online survey link was distributed in November 2022 after obtaining informed consent from 10 experts in hospital accreditation. Results: 'Basic value system' ranked highest, while 'patient care system' ranked second in terms of validity, importance, and urgency. 'Performance management system' had the lowest validity and urgency, while 'organizational management system' carried the lowest importance. Within the 'patient care system' domain, 'surgery and anesthesia sedation management' scored highest in validity and importance, and 'patient care' scored highest in urgency. 'Care delivery system and evaluation' received the lowest scores for all three aspects. In the 'organizational management system' domain, infection control ranked highest in terms of validity, importance, and urgency. The lowest validity was observed for 'management and organizational operation' and the lowest importance and urgency were noted for 'human resource management'. Conclusion: The weights for validity, importance, and urgency, as shown in each domain and chapter, and the number of measurable elements included, are largely inconsistent. This study will contribute to the development of the structure and scientific improvement of accreditation standards.

4차 산업혁명 시대의 사물인터넷 산업 발전전략에 관한 연구: 기업측면의 비즈니스 모델혁신 방향을 중심으로 (A Study on the Strategy of IoT Industry Development in the 4th Industrial Revolution: Focusing on the direction of business model innovation)

  • 정민의;유성진
    • 지능정보연구
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    • 제25권2호
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    • pp.57-75
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    • 2019
  • 본 논문에서는 4차 산업혁명 핵심기술 중 가장 활발하게 산업화가 진행되고 있는 사물인터넷 산업을 대상으로 비즈모델 혁신방향 중심의 연구를 수행하였다. 글로벌 트렌드 분석을 위해 PEST분석을 활용하여 정책적, 경제적, 사회적, 기술적 이슈를 도출하였고, Gartner, International Data Corporation 등 ICT관련 조사 분석기관의 사물인터넷산업에 대한 미래전망을 제시하였는데, 사물인터넷은 인프라 및 플랫폼을 기반으로 산업인터넷(IIoT), 소물인터넷(IoST) 등으로 네트워크 기술경쟁이 이슈가 될 것으로 전망하였다. 4차 산업혁명으로 인해 급변하는 산업계에 대응하기 위해 기존의 비즈니스 모델 혁신을 위한 다양한 경영학적 방법론들을 검토하였고, '적용성', '민첩성', '다양성', '연계성' 4가지 기준을 가지고 전문가 설문조사를 수행하여 Business Model Canvas 모델이 비즈니스 모델 혁신 방법론으로 가장 적합하다는 AHP 분석결과를 도출하였다. Business Model Canvas는 비즈니스 모델 혁신을 위한 방법론으로 비교적 최근에 제시된 경영전략이며, 9개의 블록 접근 방식을 통해 비즈니스모델의 가치를 식별하며, 비즈니스의 4대 핵심 영역인 고객, 주문, 인프라, 사업타당성 분석 등을 포괄한다. 결론적으로 ICT융합산업 분야에서 어떠한 Business Model Canvas 모델을 방향으로 적용할지에 대한 고찰을 기술하였다.

거제도(巨濟島) 주민(住民)의 영양실태조사(營養實態調査) (Nutrition Survey in Koje Island)

  • 오승호;장수경;박명윤
    • Journal of Nutrition and Health
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    • 제10권4호
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    • pp.43-58
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    • 1977
  • Kojedo is the second largest island in Korea and a total population of 115,500 is living on the island of 394.69 sq. km. Under the direction of three nutrition professors, nutrition surveys in two villages in Kojedo, namely Siljun Ri in Hachung Myon and Soowol Ri in Shinhyun Myon, were carried by 30 college senior students majoring in nutrition from August to 20 August 1977. From a total of 176 households of the two villages, 67 households were randomly selected and 390 family members of the households were subjcets of the nutrition surveys. The precise weighing method was used in evaluating the kinds of foods and nutrient intakes of the subjects for three consecutive days. Thirty-seven pre-school children aged between 3 to 6 years and 27 fertile women were examined for biochemical findings and physical status. The main purposes of the surveys are to provide baseline data on nutrition in Kojedo Island for the Kojedo Community Development Project and to compare the nutritional status of the villages of Siljun Ri and Soowol Ri. Siljun Ri is located in the pilot project area of the Koiedo Community Health Project sponsored since December 1970 by the Christian Medical Commission of the World Council of Churches. While Soowol Ri is a control village for comparison. The results obtained are summarized as follows: Food Intake The average food intake per person per day in Siljun Ri, 1064 grams (91.7% in vegetable foods and 7.6% in animal foods) was 90 grams more than that of Soowol Ri, 974 grams (92.8% in vegetable foods and 5.9% in animal foods). However, the food intake per pre-school child in Siljun Ri, 485 grams (92.6% from vegetable foods and 6.4% from animal foods) was 21 grams lower than that of the Soowol Ri, 506 grams (88.5% from vegetable foods and 6.5% from animal foods). The average intake of beans was 16 grams(1.5% out of the total food intake) in Siljun Ri and 21 grams(2.2% of the total food intake)in Soowol Ri. The villagers should be guided for more consumption of soybeans to improve the quality of protein intake from vegetable foods. Nutrient Intake The adult intake in Siljun Ri and Soowol Ri were 2,529 kcal and 2,511 kcal respectively. The average energy intake of pre-school childen in Siljun Ri was 948 kcal and that for adult and 1,500 kcal for childen aged between 4 to 6 years-given by the Korea FAO Association, the diets in both villages were not adequate. Average daily protein intake of the subjected adult in Siljun Ri was 78.4 grams and that of Soowol Ri was 76.2 grams, while pre-school children took 30.7 grams in the former village and 31.7 grams in the latter village per child per day. The protein intake in both villages were lower than the recommended allowances, 80 grams for adult and 45 grams for $4{\sim}6$ years childen, and animal protein intake of the all subjects was very much lower than the RDA. The main charecter of the diet has been found low in quality of protein and high in carbohydrate. The calcium intakes of the pre-school children in both villages, 251.9 milligrams in Siljun Ri and 218.8 milligrams in Soowol Ri, were very much lower than the recommended allowance of 500 milligrams per day. It is apparent that the diet for children should be supplemented with calcium. Among the vitamin group, the daily average intakes of vitamin A and $B_{2}$(thiamine), $B_{2}$(riboflavin), C(ascorbic acid), and niacin were not adequate for the children in both villages. Especially the intake of riboflavin, 0.4 milligrams in both village children, was much lower than the RDA, 0.9 milligrams per day. Physical Characteristics Average height, weight, chest and head circumference of the pre-school children in both villages were similar to those of the Korean standard given by the Korean Paediatrics Association except that the average height of pre-school boys in Siljun Ri was 8 cm higher than the Korean standard of 105 cm. The mean values of upper arm circumference and skinfold thickness of pre-school boys in both villages were the same, 15.4 cm for upper arm circumference and 6.8 mm for skinfold thickness, but the mean values of those of the girls in Siljun Ri were higher than those of pre-school grils in Soowol Ri. Biochemical Findings Avera ge hemogobin value of boys and girls in both villages was the same, 11.1 grams per 100 ml of blood. The incidence of anemia (Hb value below 11g/100ml) was similar in both viltagesr 36.4% for boys and 50% for girls in Siljun Ri and 37.5% for boys and 50% for girls in Soowol Ri. Average hemoglobin values of fertile women were 10.7g% in Siljun Ri and 10.8% in Soowor Ri. The incidences of anemia(Hb valre brlow 12g/100ml) were 100% in Siljun Ri and 86.7% in Soowol Ri. The anemia of these subjects may be caused mainty low intake of good quality protein and iron intake from vegetable food. Recommendation In general, the nutritional status of a community health pilot village is not higher than that of control village due to the lack of nutrition improvement guldance services. Nutrition education should be delivered to the villagers as a main part of the health education artivities. The emphasis should be on building better health through bttter food habits and better food production as well as on preventing malnutrition and diseasrs. It can be an invaluable part of community developnent. Since nutrition is considered to be at least one-half of MCH care, no village or home visits should be made without careful provision for teaching and demoastrating something simple and practical on nutrition. The nurse, midwife, and village health worker should be the chief promoters of nutrition.

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계층적 군집화 기반 Re-ID를 활용한 객체별 행동 및 표정 검출용 영상 분석 시스템 (Video Analysis System for Action and Emotion Detection by Object with Hierarchical Clustering based Re-ID)

  • 이상현;양성훈;오승진;강진범
    • 지능정보연구
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    • 제28권1호
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    • pp.89-106
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    • 2022
  • 최근 영상 데이터의 급증으로 이를 효과적으로 처리하기 위해 객체 탐지 및 추적, 행동 인식, 표정 인식, 재식별(Re-ID)과 같은 다양한 컴퓨터비전 기술에 대한 수요도 급증했다. 그러나 객체 탐지 및 추적 기술은 객체의 영상 촬영 장소 이탈과 재등장, 오클루전(Occlusion) 등과 같이 성능을 저하시키는 많은 어려움을 안고 있다. 이에 따라 객체 탐지 및 추적 모델을 근간으로 하는 행동 및 표정 인식 모델 또한 객체별 데이터 추출에 난항을 겪는다. 또한 다양한 모델을 활용한 딥러닝 아키텍처는 병목과 최적화 부족으로 성능 저하를 겪는다. 본 연구에서는 YOLOv5기반 DeepSORT 객체추적 모델, SlowFast 기반 행동 인식 모델, Torchreid 기반 재식별 모델, 그리고 AWS Rekognition의 표정 인식 모델을 활용한 영상 분석 시스템에 단일 연결 계층적 군집화(Single-linkage Hierarchical Clustering)를 활용한 재식별(Re-ID) 기법과 GPU의 메모리 스루풋(Throughput)을 극대화하는 처리 기법을 적용한 행동 및 표정 검출용 영상 분석 시스템을 제안한다. 본 연구에서 제안한 시스템은 간단한 메트릭을 사용하는 재식별 모델의 성능보다 높은 정확도와 실시간에 가까운 처리 성능을 가지며, 객체의 영상 촬영 장소 이탈과 재등장, 오클루전 등에 의한 추적 실패를 방지하고 영상 내 객체별 행동 및 표정 인식 결과를 동일 객체에 지속적으로 연동하여 영상을 효율적으로 분석할 수 있다.

간호개념에 대한 기초조사 (The Empirical Exploration of the Conception on Nursing)

  • 백혜자
    • 대한간호학회지
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    • 제11권1호
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    • pp.65-87
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    • 1981
  • The study is aimed at exploring concept held by clinical nurses of nursing. The data were collected from 225 nurses conviniently selected from the population of nurses working in Kang Won province. Findings include. 1) Nurse's Qualification. The respondents view that specialized knowledge is more important qualification of the nurse. Than warm personality. Specifically, 92.9% of the respondents indicated specialized knowledge as the most important qualification while only 43.1% indicated warm personality. 2) On Nursing Profession. The respondents view that nursing profession as health service oriented rather than independent profession specifically. This suggests that nursing profession is not consistentic present health care delivery system nor support nurses working independently. 3) On Clients of Nursing Care The respondents include patients, family and the community residents in the category of nursing care. Specifically, 92.0% of the respondents view that patient is the client, while only 67.1% of nursing student and 74.7% of herself. This indicates the lack of the nurse's recognition toward their clients. 4) On the Priority of Nursing care. Most of the respondents view the clients physical psychological respects as important component of nursing care but not the spiritual ones. Specially, 96.0% of the respondents indicated the physical respects, 93% psychological ones, while 64.1% indicated the spiritual ones. This means the lack of comprehensive conception on nursing aimension. 5) On Nursing Care. 91.6% of the respondents indicated that nursing care is the activity decreasing pain or helping to recover illness, while only 66.2% indicated earring out the physicians medical orders. 6) On Purpose of Nursing Care. 89.8% of the respondents indicated preventing illness and than 76.6% of them decreasing 1;ai of clients. On the other hand, maintaining health has the lowest selection at the degree of 13.8%. This means the lack of nurses' recognition for maintaining health as the most important point. 7) On Knowledge Needed in Nursing Care. Most of the respondents view that the knowledge faced with the spot of nursing care is needed. Specially, 81.3% of the respondents indicated simple curing method and 75.1%, 73.3%, 71.6% each indicated child nursing, maternal nursing and controlling for the communicable disease. On the other hand, knowledge w hick has been neglected in the specialized courses of nursing education, that is, thinking line among com-w unity members, overcoming style against between stress and personal relation in each home, and administration, management have a low selection at the depree of 48.9%,41.875 and 41.3%. 8) On Nursing Idea. The highest degree of selection is that they know themselves rightly, (The mean score measuring distribution was 4.205/5) In the lowest degree,3.016/5 is that devotion is the essential element of nursing, 2.860/5 the religious problems that human beings can not settle, such as a fatal ones, 2,810/5 the nursing profession is worth trying in one's life. This means that the peculiarly essential ideas on the professional sense of value. 9) On Nursing Services. The mean score measuring distribution for the nursing services showed that the inserting of machine air way is 2.132/5, the technique and knowledge for surviving heart-lung resuscitating is 2.892/s, and the preventing air pollution 3.021/5. Specially, 41.1% of the respondents indicated the lack of the replied ratio. 10) On Nurses' Qualifications. The respondents were selected five items as the most important qualifications. Specially, 17.4% of the respondents indicated specialized knowledge, 15.3% the nurses' health, 10.6% satisfaction for nursing profession, 9.8% the experience need, 9.2% comprehension and cooperation, while warm personality as nursing qualifications have a tendency of being lighted. 11) On the Priority of Nursing Care The respondents were selected three items as the most important component. Most of the respondents view the client's physical, spiritual: economic points as important components of nursing care. They showed each 36.8%, 27.6%, 13.8% while educational ones showed 1.8%. 12) On Purpose of Nursing Care. The respondents were selected four items as the most important purpose. Specially,29.3% of the respondents indicated curing illness for clients, 21.3% preventing illness for client 17.4% decreasing pain, 15.3% surviving. 13) On the Analysis of Important Nursing Care Ranging from 5 point to 25 point, the nurses' qualification are concentrated at the degree of 95.1%. Ranging from 3 point to 25, the priorities of nursing care are concentrated at the degree of 96.4%. Ranging from 4 point to 16, the purpose of nursing care is concentrated at the degree of 84.0%. 14) The Analysis, of General Characteristics and Facts of Nursing Concept. The correlation between the educational high level and nursing care showed significance. (P < 0.0262). The correction between the educational low level and purpose of nursing care showed significance. (P < 0.002) The correlation between nurses' working yeras and the degree of importance for the purpose of nursing care showed significance (P < 0.0155) Specially, the most affirmative answers were showed from two years to four ones. 15) On Nunes' qualification and its Degree of Importance The correlation between nurses' qualification and its degree of importance showed significance. (r = 0.2172, p< 0.001) 0.005) B. General characteristics of the subjects The mean age of the subject was 39 ; with 38.6% with in the age range of 20-29 ; 52.6% were male; 57.9% were Schizophrenia; 35.1% were graduated from high school or high school dropouts; 56.l% were not have any religion; 52.6% were unmarried; 47.4% were first admission; 91.2% were involuntary admission patients. C. Measurement of anxiety variables. 1. Measurement tools of affective anxiety in this study demonstrated high reliability (.854). 2. Measurement tools of somatic anxiety in this study demonstrated high reliability (.920). D. Relationship between the anxiety variables and the general characteristics. 1. Relationship between affective anxiety and general characteristics. 1) The level of female patients were higher than that of the male patient (t = 5.41, p < 0.05). 2) Frequencies of admission were related to affective anxiety, so in the first admission the anxiety level was the highest. (F = 5.50, p < 0.005). 2, Relationship between somatic anxiety and general characteristics. 1) The age range of 30-39 was found to have the highest level of the somatic anxiety. (F = 3.95, p < 0.005). 2) Frequencies of admission were related to the somatic anxiety, so .in first admission the anxiety level was the highest. (F = 9.12, p < 0.005) 0. Analysis of significant anxiety symptoms for nursing intervention. 1. Seven items such as dizziness, mental integration, sweating, restlessness, anxiousness, urinary frequency and insomnia, init. accounted for 96% of the variation within the first 24 hours after admission. 2. Seven items such as fear, paresthesias, restlessness, sweating insomnia, init., tremors and body aches and pains accounted for 84% of the variation on the 10th day after admission.

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

  • 황희중;신승호
    • 유통과학연구
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    • 제10권3호
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    • pp.43-50
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    • 2012
  • 본 연구는 브랜드 이미지와 광고모델의 일치성이 브랜드 태도와 가격공정성 지각에 긍정적인 영향을 미치는가를 조사하기 위해 수행되었다. 선행 연구들에 대한 고찰을 토대로 구성개념을 각각에 대하여 재정의 하였고, '유명인 광고모델의 이미지와 광고대상(브랜드)의 이미지가 얼마나 잘 조화되는가 (적절한가 또는 일치하는가)'와 같이 이미지들 간의 조화/적합/일치 정도를 모두 포괄하는 개념으로 "이미지 일치성"을 정의하였다. 결과를 요약하자면 첫째, 브랜드 이미지와 스포츠 스타 광고모델의 일치성은 브랜드 태도의 확신성과 지속성 형성에 유의한 영향을 미치지 않는 것으로 조사되었다. 둘째, 개인이 가지고 있는 브랜드에 대한 태도의 확신성과 지속성은 가격공정성 지각에 긍정적인 영향을 미치는 것으로 조사되었다. 셋째, 브랜드 이미지와 스포츠 스타 광고모델의 일치성은 가격공정성 지각에 긍정적인 영향을 미치는 것으로 조사되었다. 첫째와 셋째 연구결과를 통해 브랜드 이미지와 광고모델의 일치성이 높은 광고가 가격공정성 지각에는 일시적으로 긍정적 영향을 미치지만 지속적인 구매를 유발하는 브랜드 태도의 형성에 미치는 영향은 미미하다는 것을 알 수 있다. 즉, 소비자의 브랜드에 대한 장기적인 신뢰에 영향을 미치기 위해서는 광고와 같은 프로모션 전략보다는 제품이나 서비스의 품질 향상이 선행하여야 한다는 것을 의미한다. 브랜드이미지와 부적합한 광고모델이 등장하는 광고는 제품 가격 인상 등에 대한 소비자의 가격공정성 판단에 대해 일시적으로 부정적인 영향을 미칠 수는 있으나, 장기적인 관점에서 소비자의 재구매 의도나 구전의도와 같은 태도 형성에는 영향을 미치지 않는 것이다. 둘째 연구결과를 통해 이미 형성된 긍정적인 브랜드 태도는 소비자의 가격공정성 지각을 더욱 긍정적으로 변화시키는데 공헌할 수 있다는 것을 알 수 있다. 특히, 가격공정성 지각에 미치는 영향에 있어서 태도의 지속성이 태도의 확신성보다 영향력이 더 크다는 점에서, 소비자와 기업의 거래 기간, 거래 빈도 등의 지속성 이슈가 소비자의 신념이나 신뢰의 강도와 같은 확신성 이슈보다 더 중요한 요소로서 기업이 통제하고 관리해야 하는 사실을 시사한다. 예를 들어, 고가의 스포츠 용품의 경우 광고모델과 브랜드 이미지가 잘 어울리면, 그렇지 않은 경우에 비해 소비자는 가격에 대해 부담감을 덜 느낀다. 그러나 이러한 점이 소비자의 반복적인 구매나 거래의 지속 여부를 결정하지는 않으며, 브랜드에 대한 신뢰에 대해서도 절대적인 영향을 미치지 않는다. 즉, 이러한 소비자의 브랜드 태도는 소비자 의사결정에서 결과적인 변수가 아니라, 원인변수로서 역할이 더 크기 때문에, 기업으로서는 소비자의 브랜드 태도를 긍정적으로 변화시키는 것을 최종 목표로 삼을 것이 아니라, 기업의 일상적인 전략으로서 인식하고 접근하여야 한다.

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