• Journal of Distribution Science
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• v.16 no.9
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• pp.65-77
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• 2018

Purpose - A trading area is very closely related to consumer life. A trading area is a cultural and social space that consumes culture and promotes human relationships as well as an economic space where consumers live their daily lives. In this context, a trading area research should be conducted objectively and empirically because it deals with the activities of consumer's life. The purpose of this study is to identify the intrinsic psychological motivation(push motivation) caused when consumers visit a trading area and to demonstrate how the push motivation for a trading area influence on consumer's flow, satisfaction, revisit intention. Research design, data, and methodology - In order to develop research hypotheses for this study, the development procedures for push motivation scale are as follows; (1) generating initial pool of items based on previous studies, (2) expert judgement to evaluate content and face validity, and (3) assessing convergent and discriminant validity using confirmatory factor analysis. In order to achieve these purposes, online surveys were conducted on frequent or familiar visitors to the trading areas around the Gangnam, Kunkuk University and Hongik University Station. Among the 1,343 questionnaires collected, 1,157 cases were analyzed by using SPSS 22.0 and SmartPLS 3.0 statistical package program, except for 186 responses in which responses were judged to be unfaithful. Results - The push motivation was classified into five sub-dimensions of excitement/stimulus, rest/relaxation, exit/refreshing, knowledge/learning and human relationship promotion as multidimensional and complex factors composed of individual and social-related dimensions. The excitement/stimulus and human relationship promotion of push motivation have positive effects on satisfaction. However, all dimensions of the push motivation have positive effects on flow. And flow has a positive effect on satisfaction and revisit intention. Meanwhile, the mediation test using boostrapping shows that flow plays a full mediating role in the relationship between rest/relaxation, exit/refreshing, knowledge/learning and satisfaction, but a partial mediating rol e between excitement/stimulus, human relationship promotion and satisfaction. Finally, satisfaction plays a partial mediating role between flow and revisit intention. Conclusions - This study shows that the push motivation is multidimensional and compositive depending on the situation of a consumer. In addition, it is found that the human relationship promotion(a social-related motivation) has a much more important effect on flow and satisfaction than other push motivations of individual dimensions. It also shows that satisfaction increases when consumers are being flowed at their visit and degree of revisit intention also grows as satisfaction increases. As implications of this study, a marketer should try to understand consumer's visit motivation at first and then develop factors that increase their flow, satisfaction, revisit intention. It also requires a marketer to approach subjects on a trading area more objectively and empirically based on the psychology and behavior of consumers, in order to establish a proper and efficient strategy on development of a trading area.

• Korean Journal of Food Science and Technology
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• v.30 no.3
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• pp.523-528
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• 1998

Response surface methodology (RSM) was used to monitor extraction characteristics of electron donating ability and organoleptic properties for ethanol extracts from Chrysanthemum petals, thereby determining optimum extraction conditions. A central composite design was applied to investigate effects of solvent per sample $(X_1)$, ethanol concentration $(X_2)$ and extraction time $(X_3)\;at\;60^{\circ}C$ on dependent variables such as electron donating ability $(Y_1)$, organoleptic color $(Y_2)$ and organoleptic aroma $(Y_3)$ of the extracts. Second-order models were employed to generate 4-dimensional response surfaces for qualitative and quantitative aspects of ethanol extracts. Coefficients of determination $(R_2)$ of the models for dependent variables were ranged from 0.8180 to 0.9696. Optimum extraction conditions for each variable were 50 mL/g, 61% and 16 hrs in electron donating ability, 88 mL/g, 21% and 16 hrs in organoleptic color, 55 mL/g, 73% and 19 hrs in organoleptic aroma, respectively. The optimum condition ranges for maximized characteristics of ethanol extracts were $65{\sim}78\;mL/g,\;90{\sim}100%\;and\;15{\sim}25\;hrs$. Predicted values at the optimum conditions were in good agreement with experimental values.

• The Journal of the Convergence on Culture Technology
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• v.6 no.2
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• pp.271-280
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• 2020

Purpose : The purpose of this study examines the mediating effect of women leader's characteristics in the relationship between clan culture and market culture of global companies. In addition, this study attempts to analysis the mediating effect of women leader's position and carrier in the relationship among facilitator, mentor, producer, and director leadership using partial mediation and completed mediation model. Research design, data, methodology : Conceptual research model is designed with three constructs such as clan culture, woemn leader's characteristics, and market culture. Based on five hundred cases with leadership styles and organizational culture of global companies, this study examine the mediating effect of women leader's characteristics in the relationship between clan culture and market culture using structured equation modeling. Results : Facilitator leadership have a significantly positive influence on women leader's position and carrier. Mentor leadership have a significantly positive influence on women leader's carrier while they are not correlated with mentor leadership and women leader's position. Women leader's position and carrier have a significantly positive influence on director leadership while women leader's position and carrier not have a positive influence on procucer leadership. Also facilitator and mentor leadership have a significantly positive on producer and director leadership. Conclusions : By controlling for the mediating effect of women leader's characteristics, this study have improved the academic contributions as well as policy and practical implications through empirical study of clan culture that affect market culture in the filds of leadership style and organizational. In addition, this study means that the mediating effects on the variables of women leader's position and carrier were examined.

• Food Science and Preservation
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• v.14 no.5
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• pp.474-480
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• 2007

Response surface methodology (RSM) was employed to optimize extraction conditions preserving valuable functional properties of fluid Cheonggukjang obtained from red ginseng. Based on a central composite design, the study plan was established using variations in microwave power, ethanol concentration, and extraction time. Regression analysis was applied to obtain a mathematical model. A maximum electron donating ability (EDA) of 99.09% was obtained under the specific extraction conditions of microwave power 135.62 W, ratio of solvent to sample contents. 3.60 g/mL, and an extraction time of 11.79 min. The maximum inhibitory effect on tyrosinase activity was 10.02% at 119.16 W, 4.02 g/mL, and 5.57 min. The maximum superoxide dismutase (SOD)-like activity was 63.83% under the extraction conditions of 125.29 W, 4.04 g/mL, and 11.02 min. Based on superposition of four-dimensional RSM data obtained to optimize electron donating ability, nitrite-scavenging ability, inhibitory effect on tyrosinase activity, and SOD-like activity, the optimum ranges of extraction conditions were found to be a microwave power of $l{\sim}85 W$, a ratio of solvent to sample content of $1.4{\sim}2.8\;g/mL$, and an extraction time of $6.5{\sim}11\;min$.

• Journal of Korea Water Resources Association
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• v.38 no.1
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• pp.1-9
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• 2005

The study shows the possible use of the index flood frequency curves for an estimation of flood quantiles at ungauged locations. Flood frequency analysis were made for the annual maximum flood data series at 9 available stations in the Han river basin. From the flood frquency curve at each station the mean annual flood of 2.33-year return period was determined and the ratios of the flood magnitude of various return period to the mean annual flood at each station were averaged throughout the Han river basin, resulting mean flood ratios of different return periods. A correlation analysis was made between the mean annual flood and physiographic parameters of the watersheds i.e, the watershed area and mean river channel slope, resulting an empirical multiple linear regression equation over the whole Han river basin. For unguaged watershed the flood of a specified return period could be estimated by multiplying the mead flood ratio corresponding the return period with the mean annual flood computed by the empirical formula developed in terms of the watershed area and river channel slope. To verify the applicability of the methodology developed in the present study the floods of various return periods determined for the watershed in the river channel improvement plan formulation by the Ministry of Construction and Transportation(MOCT) were compared with those estimated by the present method. The result proved a resonable agreement up to the watershed area of approximately 2,000k $m^2$. It is suggested that the practice of design flood estimation based on the rainfall-runoff analysis might have to be reevaluated because it involves too much uncertainties in the hydrologic data and rainfall-runoff model calibration.

• Journal of the Korean Institute of Traditional Landscape Architecture
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• v.38 no.2
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• pp.31-41
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• 2020

Since its foundation in the unified Silla period, Sunam Temple in Jeollanam-do has well preserved its reputation as a representative temple in Honam. However, during the course of history as the temple went through many changes and development, much of its landscape identity were lost or damaged. At present, we found that some of distinctive features as traditional Korean temple are lost or damaged in Sunam temple and in some cases, Japanese style features were applied which calls for urgent restoration to the original landscape style. We found that vegetation pattern of Sunam temple was quite different from those of traditional Korean temples and garden components were rather similar to Japanese garden style. There are two reasons why these changes occurred to Sunam-temple. The first reason is changes made to the temple by Japanese people during the Japanese occupation period in Korea. The second is the renovation effort of the entire temple in 1976. The study aimed to examine landcape changes of Sunam temple in detail and understand Japanese style landscape components and methods applied to the Sunam temple to untimately understand landscape identity of Sunam temple. On-site research, literature research and interviews with monks were conducted and we found that Sunam-sa Temple was significantly influenced by the landscape style of Japan, and that more Japanese-style landscapes were produced while trying to hide these elements. However, this study was limited in understanding the very original landscape form of Sunam temple before the Japanese coloniral era.

• Journal of Distribution Science
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• v.13 no.1
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• pp.105-118
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• 2015

Purpose - The objective of this study is to verify whether there are differences between Korean and Chinese consumers in the importance of the attributes such as shopping value and loyalty in social commerce. With the purpose of finding out these differences, the following questions are set up as research questions. First, will there be a difference between Korea and China in the importance of attributes of social commerce? Second, will there be a difference between Korean and Chinese consumers in shopping value? Third, will there be a difference between Korean and Chinese consumers in their loyalty? Research design, data, and methodology - The researchers collected data through self-administered questionnaires from Korean and Chinese consumers who had used social commerce within the past six months before answering the questionnaire. First, for social commerce users in Korea, comprising male and female university students in Chungcheong, a questionnaire was circulated. For social commerce users in China, university students within Beijing were surveyed. Responses to 336 questionnaires were used, excluding those with no answers or unreliable answers. Data coding and data cleaning were used. SPSS 18.0 was used. First, exploratory factor analysis is done to verify the validity of testing tools, and Cronbach's α coefficient is used to verify credibility. For factor analysis, the Varimax method is used. To verify the internal consistency reliability of each factor, the Cronbach's α coefficient is used to verify the credibility. Second, a T-test is done to verify differences between Korean and Chinese consumers for the importance of attributes. Third, ANOVA (Analysis of variance) is done to verify differences between Korean and Chinese consumers in shopping value and loyalty. Results - When Korean and Chinese consumers use social commerce, first, the importance of the attributes of social commerce is affected by four factors; playfulness and economic factors are more important to Korean consumers than Chinese consumers. As for informativeness factors, including product information and quality, and buyer comments, there was no confirmed difference between Korean and Chinese consumers. The convenience factor is more important to Chinese consumers than Korean consumers. Second, the factors affecting shopping value for Korean and Chinese consumers were hedonic shopping value and rational shopping value. To see the difference between Korean and Chinese consumers in shopping value factors, a t-test is conducted. As a result, in the rational shopping value factors of social commerce, Korean consumers scored higher than did Chinese consumers. These results were verified to be meaningful through statistics. In the hedonic shopping value factor of social commerce, Korean consumers scored higher than Chinese consumers. These results showed a significant difference. Third, loyalty in social commerce is higher for Chinese consumers than for Korean consumers. However, there is no difference in loyalty depending on sex. Conclusions - These results will hopefully be valuable and used in the future by Korean companies that wish to enter the Chinese social commerce market.

• Journal of Distribution Science
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• v.12 no.8
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• pp.71-82
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• 2014

Purpose - This study is to examine the effect of environmental orientation on innovation, environmental and market performance in Korean franchise firms' context. This study also investigates how environmental orientation, innovation and environmental performance play mediating roles between environmental orientation and market performance. For these purposes, the authors developed a structural model which consists of several constructs. In the model, environmental orientation was proposed to affect innovation and environmental performance, while innovation and environmental performance influence market performance. Specifically, innovation and environmental performance were proposed as core mediators between franchise firms' environmental orientation and market performance. Research design, data, and methodology - The data were collected from 155 franchise firms in Korea during January 2012. The results of factor analysis with reliability test with Cronbach's α warranted unidimensionality of the measures for each construct. In addition, nomological validity of the measures of each construct was warranted from the result of correlation analysis. The data were analyzed with reliability analysis, and structural equation modeling with SPSS Win/PC 18.0 and AMOS 18.0. Results - The results of the overall model analysis appeared as follow: χ²=52.388(df=21), p=.000. GFI=.932, AGFI=.854, NFI=.964, CFI=.978, RMSEA=.099, RMR=.059. Since the result of the overall model analysis demonstrated a good fit, we further analyzed our data. The findings can be summarized as follows: Firstly, the environmental orientation had a positive effect on innovation and environmental performance, but had not a direct effect on market performance. Secondly, innovation had a positive effect on environmental performance, but had not a direct effect on market performance. Thirdly, environmental performance had a positive effect on market performance. Conclusions - The results of this study show that, in order to achieve competitive advantages and environmental and market performance in turbulent market situation, franchise firms should emphasize internal and external environmental orientation, and put through improvements in perspective of technology, organization, and product. Consequently, this research suggests that environmental orientation is a motive for franchise companies' innovation, environmental performance, and market performance. It also suggests theoretical and managerial implications, limitations, and further research directions.

• Journal of Distribution Science
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• v.12 no.8
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• pp.103-112
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• 2014

Purpose - There have been local government systems since June 1955. Many local governments have made use of festivals for regional public relations and the achievement of competitiveness. This study analyzes effective components of local festivals. There has been extensive research in relation to variables such as participation motivation, satisfaction level, recall intention, royalty, and recommend purpose. However, as a variable factor, attachment to the participation motivation of a festival has been overlooked along with support level to a festival. This study has added new variables named "attachment to local society" and "support level," which are dependent variables. We will study the relationship of these two variables. Research design, data, and methodology - This study has devised a cause-and-effect relationship model, which deduces that local residents' participation motivation for the festival will have positive influence on the festival support level and satisfaction level. We circulated questionnaires to local residents to get the data required to prove the hypothesis. To analysis the data, we used SPSS 21.0, and accomplished basic analysis through the analysis of frequency as well as descriptive statistical analysis. Further, we verified our measurement tools through reliability analysis, and examined the research hypothesis through multiple regression analysis. Results - With regard to the festival satisfaction level, the variables of local society attachment, festival attraction, escaping from the daily life, and family harmony have influence upon a positive effect (+) in this order. Among them, the variable of local society attachment has the greatest influence. However, in respect of support level for the festival, only the variables of local society attachment and escaping from the daily life have a valid influence on the positive effect (+), and local society attachment has relatively greater influence. In addition, not only does the festival satisfaction level affect the support level for the festival in terms of positive effect, the influence is also far-reaching, which verifies the mediating effect. Conclusions - The result shows that the local residents' satisfaction level with the Yudalsan Mountain Spring Flower Festival is comparatively high, which is due to the local society attachment. It also shows that it is difficult to create support without local residents' attachment with their area. Consequently, this study insists that the Yudalsan Mountain Spring Flower Festival should exceed its limitation as just a village-level party, in order to become a remarkable and outstanding festival, and suggests three operational implications: macro-environmental development, task environment development, and internal operational environmental development. From the macro-environmental perspective, the constant development of local culture and local business is proposed. In the task environment perspective, a new functional development for the festival is proposed. From the internal operational environmental perspective, improvements in festival operation methods are proposed. If these weak points are addressed and resolved through a more detailed approach, it will be very helpful for local government systems to operate the festival.

• The Journal of Industrial Distribution & Business
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• v.10 no.10
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• pp.35-44
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• 2019

Purpose - This study focuses on the continuance intention of O2O fresh agricultural products e-commerce. By literature review, this paper looks through the classical theories which are often applied to study use behavior and continuance intention on the electronic commerce area. Ultimately based on the expectancy theory, Technology acceptance model, success model as well as trust model, a model of the continuance intention of fresh products O2O electronic commerce application is established. Research design, data, and methodology - Among users Chinese consumers have been chosen who have use experience as the research objects. From October 2, 2018 to November 2, 2018, 685 questionnaires in total were collected by the online release and collection. Expect for the negative questionnaires, the remaining 650 pieces of data are statistically analyzed. The collected data were firstly be analyzed by SPSS Ver. 25 on its frequency, reliability and exploratory factors. Then AMOS Ver. 25 is applied to the Confirmatory Factor Analysis, Discriminant Validity and hypothesis testing of the Structural Equation Modeling. Finally, the following research conclusions could be obtained from the hypothesis testing. Results - Firstly, in the extended IS model, quality factor for hypothesis testing, service quality, information quality and delivery quality have obviously present positive influences on satisfaction respectively. Secondly, in the hypothesis testing part of ECM-ISC model and UTAUT model, all hypotheses have presented accepted results. Especially from expectation confirmation to usefulness perception, the influence factor achieves 12.603, In the hypothesis of continuance intention, the influence factor of social influence on continuance intention is 7.748 and also it is the most remarkable one. Conclusions - The results show that the service quality of O2O fresh agricultural products e-commerce has the greatest impact on satisfaction, while the perceived usefulness of consumers has the most significant impact on O2O fresh agricultural products for sustainable use intention. This thesis makes up for the blank of O2O fresh food e-commerce for sustainable use intentions, and provides a theoretical basis for consumers' sustainable use behavior, and practical enlightenment for the sustainable development of O2O fresh agricultural products e-commerce.