• Journal of the Korean Society of Costume
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• v.52 no.4
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• pp.141-154
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• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.

• Korean Journal of Heritage: History & Science
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• v.52 no.2
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• pp.106-121
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• 2019

Sustainable development in society has become the center of focus in many fields such as industry, environment, health, culture, etc. Considering that the concept of heritage involves understanding it as a 'resource' to improve the quality of people's lives, sustainability is an important goal that heritage policy has to achieve. Adopting the definition of sustainability in the 1987 Brundtland Report, this paper defines the concept of sustainability with respect to heritage, as well as their respective roles. Following that, three action principles are presented: value-based conservation, rational decision-making, and community involvement. Two cases demonstrating how the three principles should be practiced in managing change are then illustrated. Considering that heritage can play its role as a resource once its significance is protected, this paper argues that value-based rational decision-making is of paramount importance and the first principle. Conservation aims to manage change by practicing a cyclic process of value identification, value sustaining, and value dissemination. Therefore, this paper argues that all processes should be connected in the context of heritage values. A rational decision-making process practicing value-based conservation is then suggested. This paper argues that rational decision-making can only be practiced once values are identified by objective criteria and managed by rational judgment upon impact assessment. Community involvement, the third principle, is necessary to realize value-based conservation and rational decision-making. Recognizing that a community is a beneficiary of heritage and a creator of a beneficial process at the same time, it discusses the role of community and the importance of this role in policies for the sustainability of heritage. This paper concludes with a set of recommendations to improve policies after examining the two decision-making cases.

• Journal of the Korea institute for structural maintenance and inspection
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• v.12 no.4
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• pp.187-194
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• 2008

Recently, the constructions of widening bridges or new bridges are often undergoing as a part of road widening because traffic volumes are rapidly increasing caused by fast-growing population and urbanization. But in general, there is no rational decision process and specification to justify the validity of the bridge widening. Moreover, there are also numerous events including various uncertainties involved in widening bridges. In this paper, therefore, a decision making model is proposed for widening bridges using decision tree based on quantitative LCC analysis considering a variety of uncertainties for the rational and practical approach to a quantitative decision making for alternatives.

• Journal of Engineering Education Research
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• v.23 no.6
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• pp.27-32
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• 2020

The aim of this paper is to explore various ways to utilize critical thinking in engineering education. To this end, this paper, in the light of the relationship between critical thinking and the program learning performance of ABEEK, reviews engineering design education, engineering ethics education, and engineering communication education, which are major areas where critical thinking can be utilized in engineering education. As a result, it was confirmed that critical thinking skills, especially the elements and criteria of critical thinking, can contribute to the creative problem-solving process in engineering design education, the rational decision-making process in engineering ethics education, and the effective communication process in engineering communication education.

• Journal of the Semiconductor & Display Technology
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• v.20 no.2
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• pp.6-13
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• 2021

Cases and studies on the selection method of CTQ are relatively active, but there are few cases or studies on the selection method of CTP which is important in the device industry. In fact, many companies simply select and manage CTP from the point of contact based on their experience and intuition. The purpose of this study is to present an evaluation model and a mathematical decision model for rational and systematic CTP selection to improve the process quality of semiconductor equipment lines. In the evaluation model, AHP (Analytic Hierarchy Process) analysis technique was applied to show objective and quantitative figures, and Fuzzy decision-making model was used to solve the ambiguity and uncertainty in the decision-making process. Decision Value (DV) was presented. The subjects were 22 process factors managed in the Plating Process that the representative equipment line can do. As a result, the evaluation model proposed in this study can support more efficient and effective decision-making for process quality improvement by more objectively measuring the problem of subjective CTP selection in manufacturing sites.

• Convergence Security Journal
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• v.20 no.4
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• pp.3-12
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• 2020

Although the related regulations or guidelines are not specified in the defense weapon system R&D process, R&D authorities frequently encounter problems that require rational decision-making. If the rational process is not applied in the matter of alternative choice, the project could be disrupted, which can result in longer project periods or more resource provision. In particular, a variety of decision-making methods are needed for test&evaluation of missile R&D. The issue of selecting a test site is one of the representative decision-making problems. If it is needed to determine the priority of multiple sites, Delphi Method and Analytic Hierarchy Process(AHP) will be applied. However, if the input of cost is to be considered, Data Envelopment Analysis(DEA) is more valuable to solve the problem. This paper proposes a solution to handle quantitatively various decision-making problems that can occur in missile flight test, and shows how DEA is applied through a simulated case study of selecting a foreign test site.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.10
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• pp.1601-1610
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• 2009

Unplanned purchase is an unexpected buying behavior affected by product or marketing stimuli. Unplanned purchase does not follow the order of the rational decision making process. Through an in-depth interview, this study classified the types of unplanned purchase of clothing and examined the decision-making processes. The results (according to the need recognition level of consumers prior to stimuli) show three types of unplanned purchase of clothing products that are classified as: the need-manifesting type, the need-embodying type, and the need-reminding type. In addition, each type is reclassified into the high-cognition type and the low-cognition type according to the cognitive effort level of consumers during the purchase decision-making process. The need-manifesting type recognized a buying need after exposure to stimuli and then engaged in unplanned purchases. The need-embodying type recognized a problem, but the purchase intention was not concrete. The need-reminding type recognized a desire to buy clothing products, but temporarily forgot it, and then later remembered the problem recognition from the past after experiencing the stimuli.

• Journal of the Korean Institute of Educational Facilities
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• v.8 no.2
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• pp.5-12
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• 2001

As the exiting school facilities become old and unfit for new curriculum, the systematical remodelling process based on its educational and physical functions is required. due to the inadequate maintenance and repairing practices, unnecessary costs are expended. Therefore, this study aims to establish a remodelling decision-making model for improving the educational environment of the existing school facilities. According to the budget system, it proposes the concept of remodelling that includes the activities of extension, reconstruction, repair and improvement. This study classifies the performance evaluation for school facilities as that of safety, durability and educational function, and articulates the assessment standards, methods and elements. In the end, it suggests a rational model for remodelling decision-making that can provide efficient and comprehensive remodelling process, economic and sustainable school development.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.46 no.3
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• pp.109-122
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• 2023

As platforms become primary decision making tools, platforms for decision have been introduced to improve quality of decision results. Because, decision platforms applied augmented decision-making process which uses experiences and feedback of users. This process creates a variety of alternatives tailored for users' abilities and characteristics. However, platform users choose alternatives before considering significant quality factors based on securing decision quality. In real world, platform managers use an algorithm that distorts appropriate alternatives for their commercial benefits. For improving quality of decision-making, preceding researches approach trying to increase rational decision -making ability based on experiences and feedback. In order to overcome bounded rationality, users interact with the machine to approach the optional situation. Differentiated from previous studies, our study focused more on characteristics of users while they use decision platforms. This study investigated the impact of quality factors on decision-making using platforms, the dimensions of systematic factors and user characteristics. Systematic factors such as platform reliability, data quality, and user characteristics such as user abilities and biases were selected, and measuring variables which trust, satisfaction, and loyalty of decision platforms were selected. Based on these quality factors, a structural equation research model was created. A survey was conducted with 391 participants using a 7-point Likert scale. The hypothesis that quality factors affect trust was proved to be valid through path analysis of the structural equation model. The key findings indicate that platform reliability, data quality, user abilities, and biases affect the trust, satisfaction and loyalty. Among the quality factors, group bias of users affects significantly trust of decision platforms. We suggest that quality factors of decision platform consist of experience-based and feedback-based decision-making with the platform's network effect. Through this study, the theories of decision-making are empirically tested and the academic scope of platform-based decision-making has been further developed.

• Journal of Korean Port Research
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• v.7 no.1
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• pp.5-12
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• 1993

In complex decision making such as ill-defined system, one of the main problem is how to treat ambiguous aspect of the decision making. According to the complexity and ambiguity of the objective systems, many types of evaluation attributes are necessary for the rational decision and the relationship among the attributes become complex and fuzzy. Fuzzy integral is very effective to evalute the complex system with interaction between attributes but how to save the evaluation efforts in the decision making process of grading the membership of the objects or alternative is the problem to be tackled. Because the more object there are to evaluate, the number of decisions to made increase exponentially. Therefore, this paper aimes to propose a new evaluation algorithm based on fuzzy integral which can save the evaluator's efforts in decision making process. The proposed algorithm is constructed as follows : First, compose the fuzzy measure by introducing AHP(Analytical Hierachy Process) & mutual interaction coefficient. Second, generate fuzzy measure value of monotone family set for calculating the fuzzy integral. The effectiveness of the proposed algorithm is investigated through the example and sensitivity of interaction coefficient is illustrated.