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A study on the use of a Business Intelligence system : the role of explanations (비즈니스 인텔리전스 시스템의 활용 방안에 관한 연구: 설명 기능을 중심으로)

  • Kwon, YoungOk
    • Journal of Intelligence and Information Systems
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    • v.20 no.4
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    • pp.155-169
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    • 2014
  • With the rapid advances in technologies, organizations are more likely to depend on information systems in their decision-making processes. Business Intelligence (BI) systems, in particular, have become a mainstay in dealing with complex problems in an organization, partly because a variety of advanced computational methods from statistics, machine learning, and artificial intelligence can be applied to solve business problems such as demand forecasting. In addition to the ability to analyze past and present trends, these predictive analytics capabilities provide huge value to an organization's ability to respond to change in markets, business risks, and customer trends. While the performance effects of BI system use in organization settings have been studied, it has been little discussed on the use of predictive analytics technologies embedded in BI systems for forecasting tasks. Thus, this study aims to find important factors that can help to take advantage of the benefits of advanced technologies of a BI system. More generally, a BI system can be viewed as an advisor, defined as the one that formulates judgments or recommends alternatives and communicates these to the person in the role of the judge, and the information generated by the BI system as advice that a decision maker (judge) can follow. Thus, we refer to the findings from the advice-giving and advice-taking literature, focusing on the role of explanations of the system in users' advice taking. It has been shown that advice discounting could occur when an advisor's reasoning or evidence justifying the advisor's decision is not available. However, the majority of current BI systems merely provide a number, which may influence decision makers in accepting the advice and inferring the quality of advice. We in this study explore the following key factors that can influence users' advice taking within the setting of a BI system: explanations on how the box-office grosses are predicted, types of advisor, i.e., system (data mining technique) or human-based business advice mechanisms such as prediction markets (aggregated human advice) and human advisors (individual human expert advice), users' evaluations of the provided advice, and individual differences in decision-makers. Each subject performs the following four tasks, by going through a series of display screens on the computer. First, given the information of the given movie such as director and genre, the subjects are asked to predict the opening weekend box office of the movie. Second, in light of the information generated by an advisor, the subjects are asked to adjust their original predictions, if they desire to do so. Third, they are asked to evaluate the value of the given information (e.g., perceived usefulness, trust, satisfaction). Lastly, a short survey is conducted to identify individual differences that may affect advice-taking. The results from the experiment show that subjects are more likely to follow system-generated advice than human advice when the advice is provided with an explanation. When the subjects as system users think the information provided by the system is useful, they are also more likely to take the advice. In addition, individual differences affect advice-taking. The subjects with more expertise on advisors or that tend to agree with others adjust their predictions, following the advice. On the other hand, the subjects with more knowledge on movies are less affected by the advice and their final decisions are close to their original predictions. The advances in predictive analytics of a BI system demonstrate a great potential to support increasingly complex business decisions. This study shows how the designs of a BI system can play a role in influencing users' acceptance of the system-generated advice, and the findings provide valuable insights on how to leverage the advanced predictive analytics of the BI system in an organization's forecasting practices.

Chronic Injuries and Types of Injuries Related to Adolescent Taekwondo Athletes (성장기 태권도 선수의 만성 통증과 손상 유형)

  • Kim, Ha-Kyung;Kim, Chang-Yoon;Shim, Hee-Jong;Park, Sung-Min;Bae, Byung-Jo
    • Journal of Korean Orthopaedic Sports Medicine
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    • v.8 no.1
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    • pp.46-50
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    • 2009
  • Purpose: This study was designed to analyze? the chronic pain of adolescent Taekwondo athletes, to research the understanding about chronic pain of coaches and athletes, to? reduce the development of chronic pain. Materials and Methods: From March. 2006 to June 2007, 210 athletics and 12 coaches of elementary, middle and high school in Kwang-ju city were surveyed. They was evaluated by physical examination, simple radiographs and MRI. Results: In 210 athletics, 162(77.1%) athletes had chronic pain. 19(11.7%) athletes had over three regions of pain, 74(45.7%) athletes had two regions of pain, 69(42.6%) athletes had one region of pain. In 274 cases of 164 athletes, the most common region was foot and ankle(145 cases, 52.9%), followed by hand(47 cases, 17.2%) and knee(38 cases,13.9%), hip(25 cases, 9.1%), and lumbar area(19 cases, 6.9%) The chronic pain was classified by injury type. Contusion of foot was 103 cases(most common), sprain of ankles was 40cases, Contusion of hands and wrists was 28 cases, and so on. The etiologies of injury that causes the chronic pain were match injury in training that is most common, intensive exercise and match injury in competition. Conclusion: The chronic pain was common in adolescent Taekwondo athletes. The ankle and foot were the most common region of chronic pain and the match injury was the most common injury, caused the chronic pain. Although athletes had considerable mental stress about chronic pain, the treatment of chronic pain and rest were insufficient. Therefore the variable effort to prevent injury and to treatment injury must be considered importantly.

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A Study On Interrelationship Between Korean And Mongolian Costume Laying Emphasis On The Age Of Mongolia's Invasion Upon Corea (한국(韓國).몽고복식(蒙古服飾)의 상관성(相關性) 연구(硏究)(II) - 고려시대(高麗時代)의 몽고침략기(蒙古侵略期)를 중심(中心)으로 -)

  • Son, Kyung-Ja
    • Journal of the Korean Society of Costume
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    • v.16
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    • pp.15-42
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    • 1991
  • A nation's culture isn't consisted by the characteristics of the nation only, but it is greatly affected by the geographical features and natural conditions, and it could be also dominated by the continual effect through mutual contact on economic exchange or social problem and political interests with neighboring countries. It is a well known fact that the contact of culture between Korea and Mongolia established under the special political situation that Corea was invaded by Won. But more basically, the Nomad including Mongolia had influenced upon neighboring countries, therefore, our country was also greatly influenced on consisting of our own culture by them. Moreover. the fact that our language belongs to their language's category(mostly Tweigru and Mongolian language) proves that the origin of our culture was deeply related with Mongolia. Accordingly, we could not limit the cultural relation between Korea and Mongolia within a special era. But especially, since unification of China by Mongolia, Won which appeared as a new great nation had dominated Corea for one hundred years, and the Corea's costume culture had a point of conversion to the mongolian. Therefore, this study expects to comment upon the relations of costume between Corea and Mongolia from a view point of Corea's tribute and royal gifts gifts by Mongolia written on the reference literatures. 1) From the ancient times, between our country and Mongolia there has been a direct or indirect exchange caused by the people's movement or invasion due to very closed neighboring. The relations between Corea and Mongolia have started from the mongolia's requests of tribute for the reason why they helped Corea against the Keoran's invasion, and these relation had continued by King Kongmin's age. 2) Mongolia had plundered a tribute such as dress, cereals, horses, military supplies, soldiers, maiden and little girls etc. from Corea, and therefore, a great confusion occurred on political, economic and social fields. And since King Chungyoul of Corea got married with a Princess of Won, the Corea's position was placed as the Buma nation(nation of son in law) and then high class people of Corea preferred to follow the mongolian costume such as Byunbal (pigtail), Ho dress (mongolian dress), Rouges, Chockturi (a kind of formal cap) and Doturak pigtail ribbon, and some have been applied up to date. On the other hand, the custom of Corea had transmitted to the Mongolian nobility, they called it "Corea Yang(style)". 3) The costume of Corea could be divided into three different periods, the first is the period influenced by Tang and Song's regime, the second is affected by the Won's costume and the third is applying the Myung's regime in the end of Corea. The Mongolian dress was based on the Ho dress form and it has been developed through compounding artistic traditional fields and foreign customs in long history. And Mongolia is composed of various tribes, therefore, they have their own dress for each tribe. Our country and Mongolia had a similar dress form based on Ho dress and both used the Chacksukunggo (jacket with small sleeves and slacks) and Seon(line). And the ornaments of costume such as Chockturi, Doturak pigtail ribbon and Rouges had transmitted and fixed down as a traditional wedding garment, but the Rouges has been used by noble women from the ancient times in our country. Since a member of the Society of Korean Costume has visited Mongolia in August 1990 for the first time, I really recognized the neccesity of more detailed study on the costume relation between Korea and Mongolia, and I will proceed with the study on various fields of costume under cooperation of Institute of Oriental Academy of Mongolia.

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"A Study on Hebrews Clothing in the Old Testament" - Especially on Hair Styles, Headgears, Footwear and Personal Ornaments - (구약성서(舊約聖書)에 나타난 히브리인의 복식(服飾) - 두식(頭飾), 신발 및 장신구(裝身具) 중심(中心)으로 -)

  • Park, Chan-Boo
    • Journal of the Korean Society of Costume
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    • v.10
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    • pp.63-80
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    • 1986
  • The Old Testament cotains mention of the history of creation and clothing in ancient Hebrew. This study dealt with Hebrew dress customs especially aimed at the manners of their hair styles, headgears, footwear and personal ornaments. References are Korean Revised Version, English King James Version and Revised Standard Version. There is little mention of hair styles and headgears in the Old Testament. Some sort of turban was worn by priests, and soldiers protected themselves with helmets, but most Israelitish men went bareheaded except on special occasions and often wear simple headbands. It was more common for women to use headwear of some type-turbans, scarves, and veils concealing the face. The veil was the distinctive female wearing apparel. All females, with the exception of maidservants and women in a low condition of life, wore a veil. It was the custom for women to wear a veil entirely covering their head in the public. Through most of the Old Testament periods long and thick hair was admired on men and women alike. The Hebrews were proud to have thick and abundant long hair, and they gave much attention to the care of their hair. The caring of hair was deeply related to their rituals. Nazirites never took a razor to their hair during his vow-days, but instead let it grow long, as an offering to God. Men would not cut their beards, but allow them to grow long. The Israelites' standard footwear was a pair of simple leather sandals. This was one of the items of clothing not highly prized. In a colloquial saying of the time, a pair of shoes signified something of small value, and to be barefoot except in times of mourning or on holy place, was a sign either of extreme poverty or humiliation, as in the case of war prisoners. Because precious stones were not mined in the Palestine-Syria region, Hebrews imported them from foreign country. They were consumer-to a large degree limited by their very modest standard of living-but not producers. Hebrews liked the precious stones and were motivated to acquire and wear jewels. Besides their use for adornment and as gifts, the precious or semiprecious stones were regarded by Jews of property. The Hebrews were not innovators in the field of decorative arts. The prohibition of the Law against making any "graven image" precluded the development of painting, sculpture, and other forms of representational art. Jewish men did not indulge in extravagances of dress, and there was little ornamentation among them. Men wore a signet ring on their right hand or sometimes suspended by a cord or chain around the neck. The necklaces, when worn by a male, also bore any symbol of his authority. Bracelets were extremely popular with both men and women, men usually preferring to wear them on their upper arms. The girdle was a very useful part of a man's clothing. It was used as a waist belt, or used to fasten a man's sword to his body, or served as a pouch in which to keep money and other things. Men often carried a cane or staff, which would be ornamented at the top. Among the women there was more apt to be ornamentation than among the men. Hebrew women liked to deck themselves with jewels, and ornamentation of the bride were specially luxurious and numerous. They wore rings on their fingers or On toes, ankle rings, earrings, nosering, necklace, bracelets. Their shapes were of cresent, waterdrops, scarab, insect, animal or plant. Sometimes those were used as amulets. They were made of ceramics, gold, silver, bronze, iron, and various precious stones which were mostly imported from Egypt and Sinai peninsular. Hebrews were given many religious regulations by Moses Law on their hair, headgears, sandals and ornamentation. Their clothing were deeply related with their customs especially with their religions and rituals. Hebrew religion was of monotheism and of revealed religion. Their religious leaders, the prophets who was inspired by God might need such many religious regulations to lead the idol oriented people to God through them.

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A Study on the Kaftan Style in Asia (아시아 Kaftan양식에 관한 연구)

  • 오춘자
    • Journal of the Korean Society of Costume
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    • v.35
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    • pp.45-66
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    • 1997
  • This thesis is a study on the kaftan styles iin Asia. The purpose of he study was to examine the origin o the kaftan concentrating on the history and cultural backgrounds of nomads in he Western Central and North Eastern Asia. Secondly for more thorough study and expla-nation on how these kaftans contributed to East-West trade along the silk road. wall paintings and miniature illuminations along Oasis roads persia and Saracen period were compared, Also real kaftans were compared and analyzed the characteristics of Western (Turkey palestine) Central(Kazakistan Uz-bekistan Tadzhistan Qyrgyztan Turkmenistan) and the North Eastern Asian(Mongol) area. Thirdly an attempt has been made to provide the North Eastern Asian(Mongol) area. Thirdly an attempt has been made to provide the style classifications according to their peculiarities of the various kaftans as well as how kaftan gave important influences on custumes of different religious sects. The kaftan is a long coat-like garment with front openings fastened with long sash having an extra long sleeves which were worn by middle and high class nomadics throughout the West Central and North Eastern Asia This type of kaftans were a basic clothing for nomadics since they were constantly moving fromone to another areas on their horse back riding. They also wore tight trousers with boots. Kaftans seem to be originated from nomads of Steppe around B.C. 800 On B. C 400 west asian areas such as Solokha Kul-oba Kulogan had pictures sculptues on vases showing kaftans of half coat type length with front opening tied with band. Also the materials used were the products of animals such as wool or felt with animal designs showing Scythian nomads. In the North Eastern Asia Hsiung-Nu were active in Kazakha North Altai and Mongol The Clothing and fabrics exfavated near Noin-ula Pazyrik showed many samples of kaftan with trousers with other interment be-longings with a corpse around B.C 300 to A. D 100 when trades along the silk roads were proven by many historians Kaftans excavated in this area wore red front opening silk materials which suggesting settling down of nomads. in he central Asia Dol-gull near Altai mountain area were mainly miners who later had many trades with Persia and Bizantine. After Dol-gull Bezeklik temple Samarkant Kizil cow Budda sculture wall paintings of Astana tomb showed typical kaftan of this re-gion. These were both hip covered length as well as long coat with narrow sleeves. Es-pecially they had different color band fron the main kaftan with grogeously and splendously designed silk. In perusia during A. D 1400 to 1600 minia-ture illumination showed kaftan as a high class symbol more than clothing purpose. They had best quality silk with extra long sleeves draping and had a layers of kaftans one on top of anther as a symbol of wealth These Kaftans with different colors and designs were even more beautiful with their effective combinations and contrast of colors. On the other hand the lower class common people and servants wore simple kaftan with the front part of the kaftan were slipped into the belt in order to be more active and con-venient to work, The real kaftans discovered at Topkapi Saray palace of Turkey from A. D 1300 to 1900 were also compared. These kaftans were very numerous in numbers as well as designs The materials and designs used were also vari-ous such as Chinese to Italian silk. The shaped and pattern itself were not much different from the previous nomad's Kaftans. The Palestian kaftans remained were from the beginning of 19th and 20th century. Since this area is hot and dry desert they used black and navy blue colors mostly in order to exclude the sun lights. The patterns used were similar to Nomads and Bedouin with cross stiches and patch work decorations. In the central Asia they had similar life style and natural environmental cnditions with Turkish tribe which resulted in similar kaftan styles as nomads. Mongols conserved basic patterns of kaftan since Cinggis Khan with deep folding in order to keep warm. At last the kaftans studided in this thesis were classified in to four such as half coat long coat jacket and vest style. A pattern used in the Central Asia were zigzag and ani-mal design whereas in the West Asia were floral plant arabesk and circle pattern. As I discussed previously kaftan styles of nomads in the Asia maintained its basic pat-tern throughout the history except slight changes in color gusset sleeve shapes. These slight changes were made according to the need to adapt the need of environmental natu-ral conditions, The reason for aboriginality of kaftan in Asia was its simplicity and con-venience Most interesting fact is that for all these years Mongols are still wearing kaftan in their life ensuring us that they art the preserves of old kaftan. Since this thesis dealt enormous Asian regions I had a limitation of not being able to cover the Far Esatern asian areas such as Korea China and Japan how these kaftans were influenced in their clothing history as well as Eastern and Western culture. This topic along with the studies on materials and designs of patterns of kaftan will be another research project in the future.

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The Diagnostic Value of Clinical and Radiologic Findings in Children after the First Episode of Acute Pyelonephritis (소아에서의 첫 번째 급성 신우신염에 따른 임상 소견 및 방사선학적 검사의 진단적 유용성)

  • Kim Ji Hae;Kim Mi Jung;Choi Byung Min;Yoo Kee Hwan;Hong Young Sook;Lee Joo Won
    • Childhood Kidney Diseases
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    • v.9 no.2
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    • pp.201-212
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    • 2005
  • Purpose : Acute pyelonephritis is one of the most common causes of unexplained fever in children. It may lead to the development of progressive renal damage. However, the deteclion of acute pyelonephritis can be difficult, especially in infants. The objective of this study was to evaluate the diagnostic value of various lab tests and imaging studies for acute renal parenchymal changes in children with APN. We correlated the clinical and laboratory manifestations of acute pyelonephritis with the Imaging studies. Methods : We reviewed the records of 115 children (85 males and 30 females) who were hospitalized Outing the period of January 1998 to December 2002 with initial clinical symptoms suggestive of pyelonephritis. The patients' age, sex, duration of fever, laboratory findings, and causative organisms were compared with the findings of imaging studies (Technetium-99m dimercaptosuccinic acid renal scan, renal ultrasonography, intravenous pyelography, voiding cystourethrography). Results : No significant relation between the number of febrile days, leukocyte count, causative organism, and the renal abnormalities in the imaging studies were observed. On the other hand, both C-reactive protein and erythrocyte sedimentation rate levels were significantly elevated in children with positive dimercaptosuccinic acid renal scan. Furthermore, females and children older than 1 year presented with significantly higher rate of abnormal dimercaptosuccinic acid renal scan findings and vesicoureteral reflux presented by voiding cystourethrography. Conclusion : We recommend females and children older than 1 year who are suspected of acute pyelonephritis be evaluated carefully for renal involvement by performing imaging studies including dimercaptosuccinic acid renal scan and voiding cystourethrography. (J Koroan Soc Pediatr Nephrol 2005;9:201-212)

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The Physio-ecological Characteristics of Golden Apple Snails (Pomacea canaliculata) and the Cause of Their Massive Death used for Weed Control in Wet Rice Paddies (왕우렁이(Pomacea canaliculata)의 생리·생태학적 특성 및 논 잡초방제용으로 투입된 왕우렁이의 집단패사 원인)

  • Lee, Sang-Beom;Lee, Sang-Min;Ko, Byong-Gu;Lee, Cho-Rong;Kim, Jin-Ho
    • Korean Journal of Organic Agriculture
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    • v.26 no.2
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    • pp.297-316
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    • 2018
  • The golden apple snail (GAS, Pomacea canaliculata) is an invasive freshwater snail. The GAS was introduced in Korea without prior studies on the possibility of crop damage or its impact on the natural ecosystem. The freshwater apple snails can be found typically in ponds, rice paddies, irrigation canals, roadside ditches or slower portions of streams. In this study, we were carried out to investigate the assessment of physiological and ecological characteristics, environmental characteristics inhabited area in winter season and cause of massive death at one time of golden apple snails used for weed control in wet rice paddies. The GAS was introduced from Japan to Korea for commercial production as a dietary protein supplement. The golden apple snail was also used a recently for weed control in wet rice cultivation. The species of freshwater Pomacea snails is belonging to the genus Pomacea, family ampulariidae, order mesogastropoda, subclass pulmonata, class gastropoda, phylum mollusca. The GAS spread into irrigation ditches and natural waterways. It is now distributed in ponds and canals near rice fields of southern parts of the country and has overwintered. It increases its cold hardiness before winter. However, the physiological mechanism of cold hardiness in molluscs is poorly understood, especially in freshwater molluscs. Our results on physio-ecological characteristics of the Pomacea apple snail showed that the ratio of males to females was 1: 1.99~2.33. The daily growth was 87.7 mg in weight, 0.31 mm in height and 0.33 mm in width of the their shell. On the other hand, the golden apple snails were very high to resistance on drying condition and survived rate about 80% up to 3 months. The inhabitation of GAS was no statistical significant impacts on the water quality. An important property of aqueous solutions is agricultural water quality because it affects chemical and biochemical properties such as chemical reactions, equilibrium conditions, and biological toxicity. The death rate of weed control apple snails by Ostracoda (Stenocypris hislopi) was only 2.86% and 5.71% depending on the density. Therefore, GAS was not a direct death caused by Ostracoda (Stenocypris hislopi).

Effects of Condensed Sodium Phosphates as a Degumming Aid Reagent for Raw Silk Fabric (견의 정연조제로서 축합인산염의 효과에 관한 연구)

  • 이용우;송기언;정인모
    • Journal of Sericultural and Entomological Science
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    • v.25 no.2
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    • pp.44-50
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    • 1984
  • The effects of sodium pyrophosphate, sodium tripolyphosposphate and ethylene diamine tetraacetic acid as a degumming aid reagent were investigated under the conditions of underground water and dimineralized water for the scouring water sources. The changes of water qualities by adding the condensed sodium phosphates and the physical properties of scoured silk fabric were examined, respectively. 1. The water hardness of underground water was decreased by adding the condensed sodium phosphates and it was further reduced according to the increasing temperature. The water hardness reducing power of sodium pyrophosphate was a little stronger than that of sodium tripolyphosphate. 2. The sodium silicate as an alkaline reagant for scouring decreased the water hardness, but the sodium carbonate increased it in the underground water. 3. The pH value of 0.4% soap and 0.25% sodium silicate mixed solution after boiling was. 9.80, but it was leveled upto 9.90 by adding 0.05% sodium pyrophosphate and upto 9.95 by 0.02% ehtylene diamine tetraacetic acid, respectively. 4. The masking action of Fe$\^$3+/ ions dissolved in the scouring water was more remarkable by ethylene diamine tetraacetic acid than by the condensed sodium phosphates. Of the condensations, sodium tripolyphosphate was more effective than sodium pyrophosphate in the action. 5. Genrally, the dimineralized water scouring increased the boil-off ratio with reducing the flexural rigidity of fabric which was negatively related with the favorablility of hand-touch more than the underground one did. 6. Under the underground water scouring, the addition of ethylene diamine tetraacetic acid increased the boil-of ratio and compressive elasticity of fabric with reducing the flexural rigidity more than that of the condensed sodium phosphates did. 7 The additions of sodium tripolyphosphate and ethylene diamine tetraacetic acid reduced the flexural rigidity of fabric with raising the boil-off ratio even in the dimineralized water scouring, but there was no sifnificant difference between both of them.

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The Effect of a Chest CT Scan on the Treatment and Diagnosis of Major Blunt Chest Trauma (흉부 둔상환자에서 흉부전산화단층촬영이 진단과 치료에 미치는 영향)

  • Park, Il-Hwan;Oh, Joong-Hwan;Lee, Chong-Kook
    • Journal of Chest Surgery
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    • v.42 no.2
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    • pp.226-232
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    • 2009
  • Background: Blunt chest trauma accounts for 90% of all chest traumas in Europe and the United States and this causes 20% of all trauma-related deaths. The major cause of morbidity and mortality after blunt chest trauma is undetected injuries. For this reason, chest computerized tomography has gained popularity for the evaluation of trauma, but it is expensive and it exposes patients to radiation. This study identified the clinical features associated with the diagnosic information obtained on a CT chest scan, as compared with a standard chest X-ray, for patients who sustained blunt trauma to the chest. This study also evaluated the role of a routine computed tomographic (CT) scan for these patients. The patients who had chest computed tomography done after the initial chest x-ray were analyzed separately for the presence of occult injuries. Material and Method: We studied 100 consecutive patients from November 2006 to July 2007: 74 patients after motor vehicle crashes and 26 patients after a fall from a height >2m. Simultaneous with the initial clinical evaluation, an anteroposterior chest radiograph and a helical chest CT scan were obtained for all the patients. The data extracted from the medical record included the vital signs, the interventions and the type and severity of injury (RTS). Result: Among the 100 cases, 79 patients showed at least more than one pathologic sign on their chest radiograph, and 21 patients had a normal chest radiograph. For 17 of the patients who had a normal chest X ray, the CT scan showed multiple injuries, which were pneumothorax, hemothorax, lung contusion, sternal fracture etc. This represents that a CT scan is statistically superior to a chest radiograph to diagnose the pathologic signs. But on the other hand, as for treatment, only 31 patients were diagnosed by CT scan and they were treated with chest tube insertion ect. 42 patients needed ony conservative management without invasive thoracosurgical treatment such as chest tube insertion or open thoracotomy. 27 patients were treated based on the diagnosis made by the chest radiograph and physical examination. Conclusion: Chest computerized tomography was significantly more effective than routine chest X-ray for detecting lung contusion, pneumothorax and mediastinal hematoma, as well as fractured ribs, scapula and, sternum. Although the occult findings increased, the number of patients who needed treatment was small. Therefore, we suggest making selective use of a CT scan to avoid its overuse in ERs.

Consumer Motivation for Brand-Switching According to Types of Fashion Products (패션제품 유형에 따른 소비자 상표전환동기 차이)

  • Lim, Eun-Jin;Hwang, Choon-Sup
    • Journal of the Korean Society of Clothing and Textiles
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    • v.33 no.12
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    • pp.1991-2001
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    • 2009
  • This study provides basic information that is needed to build marketing strategies related to consumer brand-switching, through the investigation of consumer motivations for brand-switching, as determined by the types of fashion products. The study was implemented by a descriptive survey method using a questionnaire. The survey was conducted during the period of May $11^{th}$ through July $5^{th}$ 2008. A total of 184 completed responses were analyzed. All respondents were from the Seoul area and between the ages of 20 and 31. Factor analysis and Cronbach's alpha coefficients, one-way ANOVA and Duncan test were employed for the analysis of data. Significant differences were found in brand-switching motives according to the types of fashion products. For clothing, shift behavior occurred more often in conjunction with the attributes of the products itself, such as design, color, price, size, and fiber content. In general, clothes more than shoes, were likely subject to brand-switching most often on the basis of situational factors. On the other hand, for shoes, more brand-switching activities occurred because of non-product attributes, such as discounts, coupons, desire for a change, and wearing of friends. In light of the results, there is a need to differentiate brand related marketing strategies with respect to clothing and shoes. For clothing, efforts focusing on the improvement of the product attributes will be more effective in minimizing brand-switching. There is also a need to improve instructions for increasing the product understanding of salespersons as well as the ability to give advice in accordance with personal consumer characteristics. With regard to shoes, greater efforts should be given to promotional activities, and the desire of consumers for a change in order to prevent brand-switching of customers.