• 디지털융복합연구
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• 제13권6호
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• pp.141-150
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• 2015

본 연구에서는 소비자의 지각된 해석난이도를 매개변수로 사용하여 애매 모호성광고에 대한 태도가 부정적일 수 있음을 주장하였다. 또한 애매 모호성 광고에 대한 소비자의 지각된 난이도는 소비자의 사고방식에 따라 조절될 수 있음을 살펴보고자 하였다. 실증분석결과 첫째, 광고의 애매 모호성이 낮은 경우보다 높은 경우에 지각된 해석난이도는 더 높게 나타났다. 둘째, 애매 모호성이 소비자의 지각된 해석난이도에 미치는 영향은 소비자의 사고방식에 따라 조절되었다. 즉 애매 모호성이 낮은 광고에서는 종합적 사고자가 분석적 사고자에 비해 해석난이도를 높게 지각했고, 애매 모호성이 높은 광고에서는 종합적 사고자와 분석적 사고자 간에 지각된 해석난이도의 차이는 없는 것으로 나타났다. 마지막으로 지각된 해석난이도가 낮은 경우보다 높은 경우에 광고에 대한 태도는 비호의적으로 나타났다. 본 연구결과는 디지털 융 복합 매체를 활용한 애매 모호성광고가 성공적이기 위해서는 반드시 광고에 대한 긍정적인 태도로 연결되어야 하며, 오늘날과 같은 글로벌 경영환경 하에서 글로벌 광고 전략을 수립하기 위한 중요고려 요인으로 소비자 간의 사고방식 차원의 문화적 차이를 고려해야 한다는 점을 시사해준다.

• 대한지역사회영양학회지
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• 제6권1호
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• pp.76-83
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• 2001

This study was designed to determine serum osmolality and to investigate the association among serum osmolality, health-related factors and biochemical indices. Two hundred thirty seven elderly(86 male, 151 female : mean age 73.8) residing in the chungbuk area participated. Sociodemographic data and self-perceived health status were obtained by interview, and biochemical parameters were measured. The mean serum osmolaity was 301.2$\pm$10.1 mOsm/kg(range 240.8~328.9 mOsm/kg) and serum osmolality of the females(302.4 mOsm/kg) was significantly(p＜0.05) higher than that of the males(299.0 mOsm/kg). Only 11.0% of the elderly were within the accepted normal range(280~295 mOsm/kg) and the majority of the subjects were in a hyperosmolar state(60.8% : 296~307 mOsm/kg). It was observed that serum osmolality was reduced with increasing age but not statistically significant. There was no significant difference in serum osmolality according to marital status. Serum osmolality was significantly lower(p＜0.05) in the elderly with higher self-perceived health scores than the elderly with lower self-perceived health scores, however no significant difference was observed between the presence or absence of disease. Serum osmolality tended to be higher(p=0.06) in the elderly with difficulty in mobility than the elderly who have no problem in mobility. Serum osmolality tended to be higher(p=0.06) among drug users compared to that of non-users. There was a significant association between serum osmolality and serum albumin in females but not in males. Significant associations were shown between serum osmolality and serum transferrin in both sexes. However, there was no significant correlation between serum osmolality and hemoglobin or hematocrit except with hematocrit in females only. The results of this study indicated that the elderly were dehydrated and hydration state seems to influence health status and, the elderly should be encouraged to drink an adequate amount of fluids. Also, the hydration state is required to be assessed and considered for the interpretation of biochemical parameters.