• Title/Summary/Keyword: Quality of Data

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Impacts of Climate Change and Follow-up Cropping Season Shift on Growing Period and Temperature in Different Rice Maturity Types (미래 기후변화 및 그에 따른 재배시기 조정이 벼 생태형별 생육기간과 생육온도에 미치는 영향)

  • Lee, Chung-Kuen;Kwak, Kang-Su;Kim, Jun-Hwan;Son, Ji-Young;Yang, Won-Ha
    • KOREAN JOURNAL OF CROP SCIENCE
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    • v.56 no.3
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    • pp.233-243
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    • 2011
  • This experiment was conducted to investigate the effect of future climate change on growing period and temperature in different rice maturity types as global warming progressed, where Odaebyeo, Hwaseongbyeo, Ilpumbyeo were used as a representative cultivar of early, medium, and medium-late rice maturity type, respectively, and A1B scenario was applied to weather data for future climate change at 57 sites in Korea. When cropping season was not adjusted to climate change, entire growing period and growing temperature were shorten and risen, respectively, as global warming progressed. On the other side, when cropping season was adjusted to climate change, growing period and temperature after heading date were not changed in contrast to growing period and growing temperature before heading which were more seriously shortened and risen as global warming progressed than in not adjusted cropping season. It is supposed that adjusting cropping season to climate change can alleviate rice yield reduction and quality deterioration to some degree by improving growing temperature condition during grain-filling period, but also still have a limit such as seriously shortened growing period indicating that there need to develope actively new rice cultivation methods and varieties for future climate change.

Estimation of Genetic Parameter for Milk Production and Linear Type Traits in Holstein Dairy Cattle in Korea (국내 Holstein 젖소의 유생산 형질과 유방 및 지제 선형심사 형질에 대한 유전모수 추정)

  • Won, J.I.;Dang, C.K.;Lim, H.J.;Jung, Y.S.;Im, S.K.;Yoon, H.B.
    • Journal of agriculture & life science
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    • v.50 no.1
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    • pp.167-178
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    • 2016
  • This study was conducted to estimate genetic parameters for milk production and linear type traits in Holstein dairy cattle in Korea. The data including milk yields, fat yields, protein yields, fat percent, protein percent, somatic score and 15 linear type traits for 10,218 first parity cows collected by Dairy Cattle Improvement Center, National Agricultural Cooperative, Korea, which were calving from January 2009 to April 2013. Genetic and error (co)variances between two traits selected form 19 traits were estimated using bi-trait pairwise analyses with WOMBAT package. The estimated heritabilities for milk yield(MY), fat yield(FY), protein yield(PY), fat percent(FP), protein percent(PP), somatic cell score(SCS), udder depth(UD), udder texture(UT), median suspensory(MS), fore udder attachment(FUA), front teat placement (FTP), rear attachment height(RAH), rear attachment width(RAW), rear teat placement(RTP), front teat length(FTL), foot angle(FA), heel depth(HD), bone quality(BQ), rear legs side view(RLSV), rear legs rear view(RLRV) and locomotion(LC) were 0.128, 0.144, 0.100, 0.273, 0.333, 0.090, 0.179, 0.066, 0.104, 0.109, 0.127, 0.099, 0.059, 0.069, 0.154, 0.014, 0.010, 0.052, 0.065, 0.175 and 0.031, respectively. Among the genetic correlations, UD, UT, FTP, RAW, FTL, FA and RLSV with MY were -0.334, 0.271, 0.445, 0.544, 0.076, -0.281 and -0.228, respectively, and MS, FTP, RTP, FTL, FA, BQ, RLSV, RLRV and LC with PP were -0.147, -0.182, -0.262, -0.136, 0.355, 0.311, 0.135, 0.233 and 0.143, respectively. Especially, MY had the highest positive genetic correlation with RAW (0.544), while SCS had the highest negative genetic correlation with LC (-0.603). FP had negative genetic correlation with most udder traits, whereas, FP had positive genetic correlation with leg and hoof traits (0.056 - 0.355).

Direct Reconstruction of Displaced Subdivision Mesh from Unorganized 3D Points (연결정보가 없는 3차원 점으로부터 차이분할메쉬 직접 복원)

  • Jung, Won-Ki;Kim, Chang-Heon
    • Journal of KIISE:Computer Systems and Theory
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    • v.29 no.6
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    • pp.307-317
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    • 2002
  • In this paper we propose a new mesh reconstruction scheme that produces a displaced subdivision surface directly from unorganized points. The displaced subdivision surface is a new mesh representation that defines a detailed mesh with a displacement map over a smooth domain surface, but original displaced subdivision surface algorithm needs an explicit polygonal mesh since it is not a mesh reconstruction algorithm but a mesh conversion (remeshing) algorithm. The main idea of our approach is that we sample surface detail from unorganized points without any topological information. For this, we predict a virtual triangular face from unorganized points for each sampling ray from a parameteric domain surface. Direct displaced subdivision surface reconstruction from unorganized points has much importance since the output of this algorithm has several important properties: It has compact mesh representation since most vertices can be represented by only a scalar value. Underlying structure of it is piecewise regular so it ran be easily transformed into a multiresolution mesh. Smoothness after mesh deformation is automatically preserved. We avoid time-consuming global energy optimization by employing the input data dependant mesh smoothing, so we can get a good quality displaced subdivision surface quickly.

Blue-green algae as a Potential agent Causing Turf Leaf Disease (잔디 엽병을 유발하는 잠재인자로서의 남조류(Blue-Green algae)에 대한 관찰보고)

  • Park, Dae-Sup;Lee, Hyung-Seok;Hong, Beom-Seok;Choi, Byoung-Man;Cheon, Jae-Chan
    • Asian Journal of Turfgrass Science
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    • v.22 no.2
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    • pp.161-170
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    • 2008
  • Recently irregular dark-colored patches were found on the Kentucky teeing ground in a golf course in Gyunggi providence. Interestingly, blue-green algae from the leaf tissue sample containing black spot-stained symptoms were largely observed through microscopic study. In general, algae present on the upper soil surface or in the upper layer of root zone form dark brown layers of scum or crust, which invoked harmful effects to turf growth such as poor drainage, inhibition of new root development. In this observation, unlike the algae were sometime found in senescing leaves on contacted soil in July and August, the blue-green algae were detected within black spot-stained Kentucky bluegrass leaf tissues including leaf blade, ligule, auriclea as well as leaf sheath. The blue-green algae were also detected on the leaf and stem tissue adjacent to the symptomatic leaf tissues. Two species of blue-green algae, Phomidium and Oscillatoria, were greatly observed. Oscillatoria species was more commonly notified in all samples. In addition, the two species were found on a putting green showing yellow spot disease at another golf course in Gyunggi providence. The data from chemical control assay revealed that chemicals such as propiconazole, iprodione, and azoxystrobin decreased blue-green algae population and leaf spots, which finally resulted in enhanced leaf quality. All taken together, we strongly suggested that the disease-like phenomenon by blue-green algae might be very closely mediated with infection/translocation process in relation with turfgrass. It indicates that blue-green algae in turf management may play an adverse role as a secondary barrier as well as a pathogenic agent. This report may be helpful for superintendents to recognize and understand the fact that algae control should be provided more cautiously and seriously than we did previously in upcoming golf course management.

Seasonal Changes of Copper and Manganese Content in the Raw Bovine Milk in Korea (국내산 원유 중의 구리 및 망간 함량의 계절적 변화)

  • Kwak Byung-Man;Jun Yeun-Myoung;Kim Kang-Seob;Lee Ki-Woong;Ahn Jang-Hyuk;Chang Chi-Hoon
    • Food Science of Animal Resources
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    • v.26 no.2
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    • pp.241-244
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    • 2006
  • This study was conducted by using the ICP-AES (Inductively Coupled Plasma - Atomic Emission Spectrometry) to investigate the seasonal changes of copper and manganese content in the raw bovine milk. From July 2003 to June 2004, the milk samples were collected from the two geographical locations, Chungcheong-do and Jeolla-do, in Korean peninsula. Copper (Cu) content was determined in the range of min. 10.10 to max. 21.00 ${\mu}g$/100 mL (13.79 ${\mu}g$/100 mL) in spring, 5.06 to 15.41 (10.17) in summer, 5.04 to 19.70 (10.70) in autumn and 6.96 to 17.90 (12.11) in winter. For manganese (Mn), 3.00 to 8.30 (4.87) in spring, 2.30 to 6.44 (3.75) in summer, 2.81 to 6.04 (3.82) in autumn and 2.25 to 9.02 (4.48) in winter. Those data have shown that levels of copper and manganese was relatively constant but higher in Spring than other seasons, suggesting that the levels were not affected by seasons and different locations in Korea.

A Performance Comparison of Super Resolution Model with Different Activation Functions (활성함수 변화에 따른 초해상화 모델 성능 비교)

  • Yoo, Youngjun;Kim, Daehee;Lee, Jaekoo
    • KIPS Transactions on Software and Data Engineering
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    • v.9 no.10
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    • pp.303-308
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    • 2020
  • The ReLU(Rectified Linear Unit) function has been dominantly used as a standard activation function in most deep artificial neural network models since it was proposed. Later, Leaky ReLU, Swish, and Mish activation functions were presented to replace ReLU, which showed improved performance over existing ReLU function in image classification task. Therefore, we recognized the need to experiment with whether performance improvements could be achieved by replacing the RELU with other activation functions in the super resolution task. In this paper, the performance was compared by changing the activation functions in EDSR model, which showed stable performance in the super resolution task. As a result, in experiments conducted with changing the activation function of EDSR, when the resolution was converted to double, the existing activation function, ReLU, showed similar or higher performance than the other activation functions used in the experiment. When the resolution was converted to four times, Leaky ReLU and Swish function showed slightly improved performance over ReLU. PSNR and SSIM, which can quantitatively evaluate the quality of images, were able to identify average performance improvements of 0.06%, 0.05% when using Leaky ReLU, and average performance improvements of 0.06% and 0.03% when using Swish. When the resolution is converted to eight times, the Mish function shows a slight average performance improvement over the ReLU. Using Mish, PSNR and SSIM were able to identify an average of 0.06% and 0.02% performance improvement over the RELU. In conclusion, Leaky ReLU and Swish showed improved performance compared to ReLU for super resolution that converts resolution four times and Mish showed improved performance compared to ReLU for super resolution that converts resolution eight times. In future study, we should conduct comparative experiments to replace activation functions with Leaky ReLU, Swish and Mish to improve performance in other super resolution models.

Preparation and Keeping Quality of Canned Sea Mussel using Tomato Paste (토마토 페이스트 첨가 홍합통조림의 제조 및 저장중의 품질 안전성)

  • Noe, Yn-Ni;Kong, Cheung-Sik;Toon, Ho-Dong;Lee, Sang-Bae;Nam, Dong-Bae;Park, Tae-Ho;Kwon, Dae-Geun;Kim, Jeong-Gyun
    • Journal of Fisheries and Marine Sciences Education
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    • v.23 no.3
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    • pp.410-424
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    • 2011
  • This study was investigated for the purpose of obtaining basic data which can be applied to processing of canned sea mussel using tomato paste. Shell were washed, and then steamed and shucked. Sea mussel meat was prepared with ratio of sea mussel 90g, tomato paste sauce 65g(tomato paste 42%, gum guar 1.0%, salt 2.0%, starch syrup 2.0%, cooking wine 1%, water 52%). The sea mussel meats were packed with vacuum seamer in 301-3 can, and then sterilized for various F0 value(F0 8-12 min.) in a steam system retort at $118^{\circ}C$. The factors such as pH, VBN, amino-N, total amino acid, free amino acid, chemical composition, color value (L, a, b), texture profile, TBA value, mineral, sensory evaluation and viable bacterial count of the canned sea mussel produced with various sterilization condition(F0 8-12 min.) were measured. The same element was also measured during preservation. The results showed that the product sterilized at F0 8 min. and preserved for 90 days were the most desirable.

The Nutritional Status and Dietary Pattern by BMI in Korean Elderly (노인에서 체질량지수(BMI)에 따른 영양상태 및 식생활 태도)

  • 김화영;최지혜;김미현;조미숙;이현숙
    • Journal of Nutrition and Health
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    • v.35 no.4
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    • pp.480-488
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    • 2002
  • This study was performed to document the association between obesity, a major risk factor for chronic diseases, and dietary pattern in Korean elderly. The subjects were 595 men and women aged 60-89 years. The subjects were classified into 4 groups based on BMI: under weight, BMI < 18.5, normal weight, 18.5 $\leq$ BMI 22.9; overweight, 23.0 BMI 24.9; and obese BMI $\geq$ 25.0. Dietary intakes by 24-hr recall, blood pressure, anthropometric parameters and health eating index (HEI) were measured. Underweight group was excluded for data analysis doe to small number of subjects, and age-adjusted measurements were compared among normal, overweight and obese groups. The mean anthropometric values for males and females were 23.7 and 24.8 kg/$m^2$ for BMI, 0.90 and 0.86 for WHR and 140.7 and 138.8 mmHg for SBP, respectively. The mean intakes of energy, Ca, vitamin A, vitamin B$_2$, and vitamin E did not meet Korean RDA for elderly. Intakes of fat and cholesterol were low: the percent energy from fat for male and female subjects were 19.1% and 18.1% and mean cholesterol intakes were 208 mg and 152 mg, respectively. Judging by HEI score, dietary quality was better in females than in male subjects. The mean BMI of normal, over and obese groups were 21.4, 23.9, 26.7 kg/$m^2$ in male subjects and 21.6, 23.9, 27.1 kg/$m^2$ in female subjects. WHR, SBP and TSF were increased with increasing BMI No association was found between BMI and nutrient intakes and/or food consumption pattern. However, a tendency was shown that the overweight group reported higher intakes in most nutrients compared to normal and obese groups. This study implies that with increasing BMI, anthropometric risk factors, such as WHR, TSF, and blood pressure were Increased, however, no significant differences were found in nutrient intakes and food patterns. Energy and fat intakes do not seem to be a cause for obesity in Korean elderly.

Correlates of Subjective Well-being in Korean Culture (한국문화에서 주관안녕에 영향을 미치는 사회심리 요인들)

  • Hahn, Doug-Woong
    • Korean Journal of Culture and Social Issue
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    • v.12 no.5_spc
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    • pp.45-79
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    • 2006
  • The purpose of this paper was to review the results of the subjective well-being(swb) studies performed by Hahn and coworkers in Korean culture. As the correlates of swb, we dealt with demographic/individual difference variables, intrapersonal variables, interpersonal process variables, and Korean cultural variables. We proposed that the components of swb were consisted of quality of life(cognitive swb) and overall happy feelings about one's own life(emotional swb). It was also assumed that a measure of total swb could be calculated by summated mean of cognitive swb and emotional swb measures. The data of the swb studies were analyzed and interpreted according to the above three measures of swb. The results of a nationwide survey(Hahn, 2004) from age of 19 to 75 years ald(n=2,230) showed significant simple correlation coefficients between the following demographic/individual difference variables and swb: Gender difference in swb was found(total swb r=.08, p<.001; life satisfaction r=.10, p<.001; overall emotional swb r=.05, p<.05). Men were happier than women in terms of all three measures of swb. It was also found that women appeared to experience greater positive and negative emotions. Correlation between age and emotional swb(r=.09, p<.001) was significant, but life satisfaction was not significant(r=.04, n.s). Correlations between economic status and swb were also significant(total swb r =.23, p<.001; life satisfaction r=.15 p<.001; overall emotional swb r=.15, p<.001l). Although existence of father was negatively related to emotional swb(r=-.05, p<.05), the existence of mother was not related to any of swb measures. Similarly existence of brothers was related positively to overall emotional swb, but existence of sisters was not. Though existence of son was not related to swb, daughter contributed negatively to swb(total swb -.12, p<.01; life satisfaction -.09, p<.05; emotional swb r=-.12, p<.01). We assumed that family member-in-Iaw also contributed to swb because the extended dose social networks were important in Korean culture. The results showed that the following family member-in-law variables were related to swb: Parents-in-law(total swb r=.11, p<.01; life satisfaction r=.10, p<.01; emotional swb r=.10, p<.01), father-in-law(total swb r=.11, p<.01; life satisfaction r=.11, p<.01; emotional swb r=.06, n.s). The result suggested that especially father-in-law contributed to swb through financial and social support. Correlations between emotional experiences in everyday life and swb were also presented. The range of correlation coefficients between the positive emotion measures and swb were r=.30~.48(p<.001) when the above two measures obtained at same time. But the range decreased to r=.19~32(p<.001) when the swb measure was obtained 9 month later longitudinally. Intercorrelations between positive emotional experience; and life satisfaction were r=.37~58(p<.001) when two measures were obtained at same time. We also examined the effects of the intrapersonal cognitive responses to the most stressful life event upon swb. The results of nationwide survey(n=1,021) showed that self-disclosure(total swb r=.09, p<.010; life satisfaction r=.10, p<.01; emotional swb r=.07, p<.01), rumination(total swb r=-.17, p<.001), thought avoidance(total swb r=.12, p<.001; life satisfaction r=-.08; emotional swb r=-.12, p<.001) and suppression(total swb r=-.13, p<.001; life satisfaction r=-.08, p<.05: emotional swb r=-.13, p<.001) contributed to swb. It was also suggested that mismatch between self-guide and regulatory focus contributed negatively to emotional swb. It was also found that social comparison motives and fulfillment of the motives contributed to swb. The results of a survey research(n=363 college students) revealed that the higher the general social comparison motive, the lower the swb(total swb r=-.15, P<.01: life satisfaction r=-.17. p<.01; emotional swb r=-.10, p<.05). It was also found that satisfaction level of self-evalution motive contributed positively to swb(total swb r=-.14. p<.01: life satisfaction r=-.12, p<.05; emotional swb r=.15, p<.001). Both of self-improvement motive(r=.13, p<.05) and satisfaction level of self-improvement motive(r=.12, p<.05) contributed positively to emotional swb, respectively. The above results suggested that swb was depended upon the interaction effect of social comparison motive; and level of fulfillment of the motives. We also reported the significant multiple predictors of swb in a sample of age from 60years to 89years olds. The results of multiple regression analysis showed that the significant multiple predictors of swb were past illness(β=.174, p<.001), economic status(β=.418, p<.001), marital satisfaction(β=.0841, p<.001), satisfaction of offsprins(β=.065, p<.01), expectation level of social support from offsprings(β=-.049, p<.001), and negative emotions(β=-.454. p<.001) among 16 social psychological factors. It was also found that swb was an important multiple predictors of physical health. This finding was replicated in a longitudinal study. Both of positive and negative emotional experiences were significant multiple predictors of physical health one year later. The results of the discriminant analysis showed both of total swb and positive emotional experiences contributed to discriminate the happy and healthy olds from unhappy and unhealthy olds. We paper also examined the effects of the nonnative social behaviors upon swb in Korean culture. The main hypotheses of the study(Hahn, 2006, in press) was that the important nonnative behaviors would influence on swb through both of the mediation processes of adjustment to social relationships and psychological stress. The survey data were collected from 2,129 adults age of 19 to 75, from 7 regional areas in Korea. The results of the study revealed that almost all of correlation coefficients between 15 normative social behaviors and the above three criteria w-ere significant. The fitness test results of the covariance structural equation model showed that all of the fitness indices were satisfactory (GFI=.974, AGFI=.909, NNFI=.922, NFI=.973, CFI=.974. RMR=.049, RMSEA=.073). The results of the analysis revealed that the following five path coeffi6ents from behaviors to social adjustment were significant; behavior tor family and family members(t=5.87, p<.001), courteous behavior(t=4.39, p<.001), faithful behavior (t=2.15. p<.05). collectivistic behavior(t=8.31, p<.001). Seven path coefficients from the normative behaviors to psychological stress were significant; behavior for family and family members (t=-4.63, p<.001), faithful behavior(t=-3.86, p<.001). suppression of emotional expression(t=3.99, p<.001), trustworthy and dependable behavior(t=-2.21, p<.05), collectivistic behavior(t=3.72, p<.001), effortful and diligent behavior(t=2.94, p<.001), husbandry and saving behavior(t=3.40, p<.001). The above results suggested that four normative behaviors among seven behaviors contributed negatively to psychological stress in current Korean society. The results abo confirmed the hypothesized paths from social adjustment (t=10.40, p<.001) to swb and from psychological stress(t=-19.74, p<.001) to swb. The important results of the study were discussed in terms of the Confucian traditions and recent social changes in Korean culture. Finally limitations of this review paper were discussed and the suggestions for the future study were also proposed.

An Exploratory Study on the Components of Visual Merchandising of Internet Shopping Mall (인터넷쇼핑몰의 VMD 구성요인에 대한 탐색적 연구)

  • Kim, Kwang-Seok;Shin, Jong-Kuk;Koo, Dong-Mo
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.2
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    • pp.19-45
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    • 2008
  • This study is to empirically examine the primary dimensions of visual merchandising (VMD) of internet shopping mall, namely store design, merchandise, and merchandising cues, to be a attractive virtual store to the shoppers. The authors reviewed the literature related to the major components of VMD from the perspective of the AIDA model, which has been mainly applied to the offline store settings. The major purposes of the study are as follows; first, tries to derive the variables related with the components of visual merchandising through reviewing the existing literatures, establish the hypotheses, and test it empirically. Second, examines the relationships between the components of VMD and the attitude toward the VMD, however, putting more emphasis on finding out the component structure of the VMD. VMD needs to be examined with the perspective that an online shopping mall is a virtual self-service or clerkless store, which could reduce the number of employees, help the shoppers search, evaluate and purchase for themselves, and to be explored in terms of the in-store persuasion processes of customers. This study reviewed the literatures related to store design, merchandise, and merchandising cues which might be relevant to the store, product, and promotion respectively. VMD is a total communication tool, and AIDA model could explain the in-store consumer behavior of online shopping. Store design has to do with triggering a consumer attention to the online mall, merchandise with a product related interest, and merchandising cues with promotions such as recommendation and links that induce the desire to pruchase. These three steps might be seen as the processes for purchase actions. The theoretical rationale for the relationship between VMD and AIDA could be found in Tyagi(2005) that the three steps of consumer-oriented merchandising are a store, a product assortment, and placement, in Omar(1999) that three types of interior display are a architectural design display, commodity display, and point-of-sales(POS) display, and in Davies and Ward(2005) that the retail store interior image is related to an atmosphere, merchandise, and in-store promotion. Lee et al(2000) suggested as the web merchandising components a merchandising cues, a shopping metaphor which is an assistant tool for search, a store design, a layout(web design), and a product assortment. The store design which includes differentiation, simplicity and navigation is supposed to be related to the attention to the virtual store. Second, the merchandise dimensions comprising product assortments, visual information and product reputation have to do with the interest in the product offerings. Finally, the merchandising cues that refer to merchandiser(MD)'s recommendation of products and providing the hyperlinks to relevant goods for the shopper is concerned with attempt to induce the desire to purchase. The questionnaire survey was carried out to collect the data about the consumers who would shop at internet shopping malls frequently. To select the subject malls, the mall ranking data announced by a mall rating agency was used to differentiate the most popular and least popular five mall each. The subjects was instructed to answer the questions after navigating the designated mall for five minutes. The 300 questionnaire was distributed to the consumers, 166 samples were used in the final analysis. The empirical testing focused on identifying and confirming the dimensionality of VMD and its subdimensions using a structural equation modeling method. The confirmatory factor analysis for the endogeneous and exogeneous variables was carried out in four parts. The second-order factor analysis was done for a store design, a merchandise, and a merchandising cues, and first-order confirmatory factor analysis for the attitude toward the VMD. The model test results shows that the chi-square value of structural equation is 144.39(d.f 49), significant at 0.01 level which means the proposed model was rejected. But, judging from the ratio of chi-square value vs. degree of freedom, the ratio was 2.94 which smaller than an acceptable level of 3.0, RMR is 0.087 which is higher than a generally acceptable level of 0.08. GFI and AGFI is turned out to be 0.90 and 0.84 respectively. Both NFI and NNFI is 0.94, and CFI 0.95. The major test results are as follows; first, the second-order factor analysis and structural equational modeling reveals that the differentiation, simplicity and ease of identifying current status of the transaction are confirmed to be subdimensions of store design and to be a significant predictors of the dependent variable. This result implies that when designing an online shopping mall, it is necessary to differentiate visually from other malls to improve the effectiveness of the communications of store design. That is, the differentiated store design raise the contrast stimulus to sensory organs to promote the memory of the store and to have a favorable attitude toward the VMD of a store. The results that navigation which means the easiness of identifying current status of shopping affects the attitude to VMD could be interpreted that the navigating processes via the hyperlinks which is characteristics of an internet shopping is a complex and cognitive process and shoppers are likely to lack the sense of overall structure of the store. Consequently, shoppers are likely to be alost amid shopping not knowing where to go. The orientation tool enhance the accessibility of information to raise the perceptive power about the store environment.(Titus & Everett 1995) Second, the primary dimension of merchandise and its subdimensions was confirmed to be unidimensional respectively, have a construct validity, and nomological validity which the VMD dimensions supposed to have a positive correlation with the dependent variable. The subdimensions of product assortment, brand fame and information provision proved to have a positive effect on the attitude toward the VMD. It could be interpreted that the more plentiful the product and brand assortment of the mall is, the more likely the shoppers to favor it. Brand fame and information provision as well affect the VMD attitude, which means that the more famous the brand, the more likely the shoppers would trust and feel familiar with the mall, and the plentifully and visually presented information could have the shopper have a favorable attitude toward the store VMD. Third, it turned out to be that merchandising cue of product recommendation and hyperlinks affect the VMD attitude. This could be interpreted that recommended products could reduce the uncertainty related with the purchase decision, and the hyperlinks to relevant products would help the shopper save the cognitive effort exerted into the information search and gathering, which could lead to a favorable attitude to the VMD. This study tried to sheds some new light on the VMD of online store by reviewing the variables mentioned to be relevant with offline VMD in the existing literatures, and tried to link the VMD components from the perspective of AIDA model. The effect size of the VMD dimensions on the attitude was in the order of the merchandise, the store design and the merchandising cues.It is said that an internet has an unlimited place for display, however, the virtual store is not unlimited since the consumer has a limited amount of cognitive ability to process the external information and internal memory. Particularly, the shoppers are likely to face some difficulties in decision making on account of too many alternative and information overloads. Therefore, the internet shopping mall manager should take into consideration the cost of information search on the part of the consumer, to establish the optimal product placements and search routes. An efficient store composition would be possible by reducing the psychological burdens and cognitive efforts exerted to information search and alternatives evaluation. The store image is in most part determined by the product category and its brand it deals in. The results of this study support this proposition that the merchandise is most important to the VMD attitude than other components, the manager is required to take a strategic approach to VMD. The internet users are getting more accustomed and more knowledgeable about the internet media and more likely to accept the internet as a shopping channel as the period of time during which they use the internet to shop become longer. The web merchandiser should be aware that the product introduction using a moving pictures and a bulletin board become more important in order to present the interactive product information visually and communicate with customers more actively, therefore leading to making the quantity and quality of product information more rich.

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