• 비교문화연구
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• 제50권
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• pp.395-424
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• 2018

이 논문은 최근 디지털 음원 분야에서 주목할 만한 성장을 이루고 있는 러시아 음악시장의 현재적 상황과 그 배경에 대해 살펴보는 것을 목적으로 한다. 현재 세계 10위권의 시장 규모를 가진 러시아 음악 산업은, 스트리밍 접속을 통한 디지털 음원 시장을 중심으로 빠르게 성장하는 세계 음악 산업의 최근 흐름을 따르고 있다. 러시아의 음악 산업에서 디지털 음원의 성장 배경으로는 다운로드 및 스트리밍 음원 서비스 증가, 인터넷 발전으로 인하여 모바일을 이용한 디지털 음원 접속 회수의 증가, 정부의 저작권법 개정 등이 주요 원인으로 거론된다. 특히 스트리밍 음원 매출은 2020년에 디지털 음원 전체 매출의 85%이상 점유율을 예상할 만큼 폭발적인 성장이 기대된다. 스마트폰의 보급, 이로 인한 러시아 국민들의 라이프 스타일 변화, 즉 별도의 오디오 기기나 디지털 플레이어가 없어도 누구나 쉽게 디지털 음원에 접근하고 음악을 들을 수 있는 '연결/접속'의 편리함과 4차 산업혁명의 '빅데이터' 해석을 통한 음원소비자의 성향 분석 등이 이러한 변화를 전위에서 이끌고 있다. 또한 러시아 정부의 '저작권법' 개정과 더불어 불법 복제 음원물의 유통 근절에 대한 강력한 정책이 효과를 발휘하고 있다는 것도 디지털 음원의 가파른 상승을 이끄는 중요한 요소로 꼽힌다. 음악은 문화적 자산 가운데 가장 중요한 요소이면서, 디지털 경제의 전반적인 성장을 견인하는 효자 콘텐츠이다. 현재 러시아 음악 산업은 과거와 비교했을 때 안정적으로 지속 가능한 성장을 도모할 수 있는 환경이 구축되고 있으며, 여기에 다음과 같은 다섯 가지 개선안(저작권 보호에 대한 러시아인들의 의식 강화, 디지털 음원 산업에 빅데이터 활용, 디지털 음원 유통자들의 독과점 개선, 적정한 음원 수익 분배율 제시, 러시아 음악 산업에 대한 투자 활성화)이 효과적이고 생산적으로 잘 작동되면 세계 음악시장에서 러시아의 역할과 입지가 확장될 가능성은 매우 크다. 이럴 경우 러시아 음악 산업은 디지털 음원 시대에 단순히 적응하는 단계를 지나 4차 산업혁명의 수혜업종인 '스트리밍'에 접속하여 음악을 소비하는 패턴이 시장의 중심이 되는 세계 음악 산업을 선도적으로 이끌어 갈 것이다.

• 한국환경생태학회지
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• 제33권4호
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• pp.481-492
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• 2019

최근 문화체육관광부에서는 범국민적 여행분위기 조성과 여름철 집중된 국내 관광수요 분산 등을 위해 2014년부터 '여행주간'을 정하여 운영하고 있다. 이 사업의 일환으로 국립공원공단에서도 2018년부터 '여행주간' 동안 전국 국립공원에서 자연을 주제로 한 볼거리 즐길거리를 제공하는 국민 참여형 저지대 탐방 프로그램을 운영하고 있다. 따라서 본 연구의 목적은 국가 정책으로 시행되고 있는 '여행주간' 동안 국립공원에서 진행되었던 '국립공원 봄 여행주간 프로그램' 참가자를 대상으로 프로그램 만족도와 재참여의향에 대한 인식 특성을 파악하기 위해 진행되었다. 연구방법은 전국의 총 18개 국립공원에서 진행된 '2019년 국립공원 봄 주간 프로그램'에 참여한 탐방객 1,281명을 대상으로 자기보고식 설문조사를 실시하였다. 연구결과, 참가자의 '국립공원 봄 주간 프로그램' 사전 인지 여부에 따른 만족도 및 재참여의향 차이를 분석한 결과, 국립공원 방문 전 프로그램을 인지한 참가자의 만족도와 재참여의향은 사전에 인지하지 못했던 참가자 보다 만족도와 재참여의향 모두 평균값이 통계적으로 유의하게 높게 나타났다. 국립공원 유형별로 살펴보면, '해상 해안형 국립공원'과 '사적형 국립공원'이 '도시형 국립공원' 보다 만족도와 재참여의향 평균값이 통계적으로 유의하게 높게 나타났다. 프로그램 유형별로 살펴보면, 참가자의 만족도는 '전시회', '홍보부스', '캠페인' 보다 '문화공연'과 '탐방체험' 형태가 통계적으로 유의하게 평균값이 높았고, 재참여의향은 '전시회', '홍보부스' 형태 보다 '문화공연'과 '탐방체험'에서 평균값이 통계적으로 유의하게 높았다. 본 연구는 향후 국립공원 여름 성수기 외에도 봄과 가을 탐방객 수 증가에 대응한 탐방서비스 개선을 위한 탐방정책 수립을 위한 기초자료로서 활용될 수 있다.

• 한국철학논집
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• 제27호
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• pp.223-254
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• 2009

본 논문은 사회주의 중국에서의 민족주의의 형성에 대한 연구다. 중국은 발달한 문명을 바탕으로 한 문화적 우월감으로 인해 일찍부터 문화적 민족주의가 강하게 형성되어 있었고 이는 오랜 기간을 통해 '중화주의'로 굳어지게 된다. 그러나 아편전쟁 이후 서양의 침략으로 인해 위기감이 생겨났고 중국의 지식인들은 다방면의 변화를 통해 구망(救亡)의 길을 모색하게 되었는데, 이 과정에서 서양의 '사회진화론'이 소개되고 받아들여진다. 이 사회 진화론의 수용은 결국 국가 간의 경쟁에서 밀린 중국이 제국주의의 침탈을 받는 것은 당연해지는 논리적 한계에 봉착하여 점차 변형되지만 중국 지식인들에게 문화적 중화주의에서 벗어나 서양의 근대적 국가민족주의 개념을 형성하도록 만들었다. 특히 중국공산당은 초기에 창당과정에서 부터 코민테른의 지도를 받았는데, 당시 제국주의 자본의 세계지배라는 조건 속에서 식민지국가에서의 민족해방투쟁이 세계 공산주의 운동에 있어 필수 불가결한 요소라는 것을 강조되었고, 중국에서의 저항적인 민족주의성격을 띤 마르크스주의는 명분을 갖게 된다. 이후 중일전쟁 과정에서 반제반봉건투쟁을 통해 중국인의 광범위한 지지를 얻게 된 중국공산당에 의해 중화인민공화국이 건립되고 본격적인 사회주의 체제로서의 중국이 시작된다. 그러나 냉전이라는 국제적 여건 속에서 소련과의 관계가 악화되면서 중국 사회주의의 발전은 자국 인민의 결집된 힘에 의존할 수밖에 없었고 이는 중국 공산당의 지속적인 애국주의의 고양으로 이어진다. 특히 개혁개방 이후 새롭게 등장한 모순들로 인해 중국은 분열을 겪게 되었고 이를 통합하는 이데올로그로 자국의 문화적 자긍심을 바탕으로 한 중화주의가 또다시 등장하게 되었다. 최근 경제 강국으로서 국제적인 위상이 높아진 중국에서는 전통문화의 우월성이 강조되면서 매우 강력한 중화주의가 대두되고 있다.

• 한국가축번식학회지
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• 제23권2호
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• pp.141-148
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• 1999

본 실험은 체외 생산된 소 완전탈출 배반포기배의 생존능이 초자화동결 융해 후에도 유지될 수 있는지를 조사하고자 실시하였다. 완전탈출 배반포기배는 체외 수정 후 체외배양 9일과 10일에 얻었으며, 직경을 기준으로 small(S-HBs: ø$\leq$300 $\mu\textrm{m}$)과 large(L-HBs: ø＞300 $\mu\textrm{m}$)로 구분하였다. 동결액은 35% ethylene glycoJ(EG), 18% ficoll, 0.3 M sucrose와 10% FBS가 첨가된 mDPBS로 만들어진 EFS35를 사용했다. 완전탈출 배반포기배는 2 단계로 초자화동결되었는데, 10% EG에 5분간 평형 그리고 EFS35에 노출한 후 L$N_2$에 초자화되기까지 30~45초간 처리하였다. 체외에서의 생존능은 융해 후 2, 16 시간째의 재 팽창으로 조사하였다. 그 결과를 요약하면 다음과 같다. 1) 체외 수정 후 8 일째에 얻어진 배반포기배 (40.8%) 를 24~48 시간 추가배양했던 바, 체외 수정 후 9일째와 10일째의 완전탈출 배반포기배의 발달율은 20.5%와 6.7%였다. 또한, 완전탈출 배반포기배의 총 세포수를 조사하였던 바, 배양 9일째의 완전탈출 배반포기배의 총세포수 (232.7$\pm$16) 가 배양 10 일째의 완전탈출 배반포기배 057.5$\pm$9.3) 보다 많게 나타났다. 2) 체외수정 후 체외 배양 9일째 생산된 L-HBs 의 생존에 동결액이 미치는 영향을 조사하였던 바, 동결군 (75.5%) 이 대조군 (100%) 과 노출군 (100%) 에 비해 낮은 생존능을 보였다. 3) 완전탈출 배반포기배를 직경 (L-HBs, S-HBs)과 배양일로 구분하여 초자화동결된 난자의 생존에 미치는 영향을 조사하였던 바, 9일에 얻어진 완전탈출 배반포기배 (75.5%, 63.6%)는, 10일에 얻어진 완전탈출 배반포기배 (64.3%, 60.7%)보다 약간 높은 생존능이 있음을 알 수 있었다. 4) 융해 후 체외배조건이 난자의 생존능에 미치는 영향을 조사하였던 바, 동결 융해된 완전탈출 배반포기배의 생존능은 공배양 (43.2%, 41.9%)보다 mCR1aa (10% FBS) 배양액 (79.3%, 62.5%)에서 유의하게 높게 나타나는 것을 확인하였다 (p＜0.05). 따라서, 이러한 결과에서 볼 때 소 완전탈출 배반포기배는 EFS35 동결액을 사용하여 성공적으로 초자화동결 후 보존될 수 있음을 확인하였다.

• 공연문화연구
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• 제23호
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• pp.185-212
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• 2011

승무는 대표적으로 중요무형문화재 27호로 지정된 한영숙류와 이매방류로 나눌 수 있다. 그러나 두 승무는 같은 춤임에도 불구하고 전승지역이 다르고 계통적 차이 때문에 각기 다른 독특한 형식을 갖고 있다. 그러나 지금까지의 승무에 관한 연구는 어느 한 계보만의 춤사위 연구나 한영숙춤은 경기(중부류)이며 이매방춤은 호남류라는 지역적 관점에서 비교하는 연구가 주류를 이루었었다. 그러나 최근 이병옥에 의해 예인춤에는 재인계통춤과 기방계통춤이 다르다는 설과 민속춤 중에서 민간춤은 지역연고가 강하지만 예인춤은 지역연고가 약하다는 설을 제시하여 학계의 관심이 모아졌었다. 따라서 본 연구의 목적은 승무의 춤사위에 나타난 계통적 성향을 고찰하여, 한영숙 승무는 재인계통 승무이고 이매방 승무는 기방계통 승무임을 밝히는데 있다. 즉 이매방 승무와 한영숙 승무를 비교한 논문이나 연구실적 중 동작소를 분석한 논문, 승무 염불과장의 춤을 비교한 논문, 타령과장을 비교한 논문 등 3편에 대하여 계통적 관점에서 재분석하여 성향적 특성을 비교 고찰하였다. 그리하여 한영숙류와 이매방류를 중심으로 비교분석한 승무의 계통적 성향을 종합적으로 정리하면, 첫째, 한영숙 승무는 재인계통춤의 주된 특성인 남성성, 상향성, 진취성, 역동성, 외향성, 대담성, 기품미를 보이고, 이매방 승무는 기방계통춤의 주된 특징인 여성성, 하향성, 후퇴성, 미동성, 내향성, 소담성, 교태미를 보인다. 둘째, 두 승무의 성향에서 가장 많이 표출되는 부분은 계통적 특징이며, 그 다음은 본성적 특징, 그리고 지역적 특징이 조금 나타났다. 셋째, 두 승무가 계통적인 성향이 크지만, 한편으로는 뒤바뀐 전승자의 성별, 즉 기방계승무는 남장인 이매방이, 재인계 승무는 여자인 한영숙이 전승한 관계로 반계통적 성향도 적지 않음을 알 수 있었다. 넷째, 두 승무가 비록 계통성과 지역성이 다를지라도 동시대에 전승된 민족춤으로서의 사실상 유사한 점도 많아 차이점 못지않게 공통점도 간과 할 수 없음도 알 수 있었다. 결국 두 춤은 같은 한국민족의 춤이며, 동시대 춤이다. 그렇다고 혼합 되어서도 안 된다. 미미한 차이라 할지라도 서로 다른 유파를 끝까지 지키면서 전승해야한다고 본다.

• 한국농림기상학회지
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• 제25권4호
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• pp.346-358
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• 2023

기후변화가 심화됨에 따라 작물에 미치는 영향을 평가하고 개선 방안을 도출하는 것은 필수적이다. 본 연구에서는 고온, 고이산화탄소 조건에서 벼의 질소 흡수 반응 및 질소이용효율 등을 분석하여 기후변화에 따른 벼의 적응 대책을 검토하고자 수행하였다. 21C 후반 RCP8.5 시나리오에 근거하여 온도는 2001~2010년 대비 +4.7 ℃ 상승, CO₂는 800 ppm을 기후변화 조건으로 하였으며, 질소를 0, 9, 18 kg 10a^-1 수준으로 각각 시비하였다. 그리고 벼 낱알의 질소 흡수를 보기 위해 수비 시비시 안정동위원소¹⁵N-urea를 표층 시비하였다. 기후변화 조건에서는 현재 기후 대비 잎, 줄기의 바이오매스량은 증가하나 등숙률 감소로 정조중이 38 % 감소하여 수확지수도 47% 감소하였다. 기후변화로 인해 잎과 줄기에서 질소흡수량은 현재기후 대비 각각 87%, 139% 증가하였으며, 반대로 곡실의 질소함량은 31% 감소하는 경향을 보였다. 기후변화 조건에서 ANUE, NUEg는 표준시비 시 각각 76%, 54% 유의하게 감소하였으며, 수비 질소의 흡수량과 회수율(RE)도 이와 동일한 경향을 보였으며 질소시비를 증가하였을 경우에도 동일한 경향을 보였다. 임실 및 등숙률 저하로 sink/source 균형이 무너져 질소 화합물 및 광합성 산물의 이동이 저하되어 질소함량이 영양생장기관에 머물러있고 곡실로의 전류가 되지 않으므로 향후 이를 극복할 수 있는 고온 적응 품종 육성과 이앙시기 조절 등이 선행되어야 한다.

• 대한간호학회지
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• 제3권1호
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• pp.13-40
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• 1972

Much has teed changed in the field of hospital administration in the It wake of the rapid development of sciences, techniques ana systematic hospital management. However, we still have a long way to go in organization, in the quality of hospital employees and hospital equipment and facilities, and in financial support in order to achieve proper hospital management. The above factors greatly effect the ability of hospitals to fulfill their obligation in patient care and nursing services. The purpose of this study is to determine the optimal methods of standardization and quality nursing so as to improve present nursing services through investigations and analyses of various problems concerning nursing administration. This study has been undertaken during the six month period from October 1971 to March 1972. The 41 comprehensive hospitals have been selected iron amongst the 139 in the whole country. These have been categorized according-to the specific purposes of their establishment, such as 7 university hospitals, 18 national or public hospitals, 12 religious hospitals and 4 enterprise ones. The following conclusions have been acquired thus far from information obtained through interviews with nursing directors who are in charge of the nursing administration in each hospital, and further investigations concerning the purposes of establishment, the organization, personnel arrangements, working conditions, practices of service, and budgets of the nursing service department. 1. The nursing administration along with its activities in this country has been uncritical1y adopted from that of the developed countries. It is necessary for us to re-establish a new medical and nursing system which is adequate for our social environments through continuous study and research. 2. The survey shows that the 7 university hospitals were chiefly concerned with education, medical care and research; the 18 national or public hospitals with medical care, public health and charity work; the 2 religious hospitals with medical care, charity and missionary works; and the 4 enterprise hospitals with public health, medical care and charity works. In general, the main purposes of the hospitals were those of charity organizations in the pursuit of medical care, education and public benefits. 3. The survey shows that in general hospital facilities rate 64 per cent and medical care 60 per-cent against a 100 per cent optimum basis in accordance with the medical treatment law and approved criteria for training hospitals. In these respects, university hospitals have achieved the highest standards, followed by religious ones, enterprise ones, and national or public ones in that order. 4. The ages of nursing directors range from 30 to 50. The level of education achieved by most of the directors is that of graduation from a nursing technical high school and a three year nursing junior college; a very few have graduated from college or have taken graduate courses. 5. As for the career tenure of nurses in the hospitals: one-third of the nurses, or 38 per cent, have worked less than one year; those in the category of one year to two represent 24 pet cent. This means that a total of 62 per cent of the career nurses have been practicing their profession for less than two years. Career nurses with over 5 years experience number only 16 per cent: therefore the efficiency of nursing services has been rated very low. 6. As for the standard of education of the nurses: 62 per cent of them have taken a three year course of nursing in junior colleges, and 22 per cent in nursing technical high schools. College graduate nurses come up to only 15 per cent; and those with graduate course only 0.4 per cent. This indicates that most of the nurses are front nursing technical high schools and three year nursing junior colleges. Accordingly, it is advisable that nursing services be divided according to their functions, such as professional, technical nurses and nurse's aides. 7. The survey also shows that the purpose of nursing service administration in the hospitals has been regulated in writing in 74 per cent of the hospitals and not regulated in writing in 26 per cent of the hospitals. The general purposes of nursing are as follows: patient care, assistance in medical care and education. The main purpose of these nursing services is to establish proper operational and personnel management which focus on in-service education. 8. The nursing service departments belong to the medical departments in almost 60 per cent of the hospitals. Even though the nursing service department is formally separated, about 24 per cent of the hospitals regard it as a functional unit in the medical department. Only 5 per cent of the hospitals keep the department as a separate one. To the contrary, approximately 12 per cent of the hospitals have not established a nursing service department at all but surbodinate it to the other department. In this respect, it is required that a new hospital organization be made to acknowledge the independent function of the nursing department. In 76 per cent of the hospitals they have advisory committees under the nursing department, such as a dormitory self·regulating committee, an in-service education committee and a nursing procedure and policy committee. 9. Personnel arrangement and working conditions of nurses 1) The ratio of nurses to patients is as follows: In university hospitals, 1 to 2.9 for hospitalized patients and 1 to 4.0 for out-patients; in religious hospitals, 1 to 2.3 for hospitalized patients and 1 to 5.4 for out-patients. Grouped together this indicates that one nurse covers 2.2 hospitalized patients and 4.3 out-patients on a daily basis. The current medical treatment law stipulates that one nurse should care for 2.5 hospitalized patients or 30.0 out-patients. Therefore the statistics indicate that nursing services are being peformed with an insufficient number of nurses to cover out-patients. The current law concerns the minimum number of nurses and disregards the required number of nurses for operation rooms, recovery rooms, delivery rooms, new-born baby rooms, central supply rooms and emergency rooms. Accordingly, tile medical treatment law has been requested to be amended. 2) The ratio of doctors to nurses: In university hospitals, the ratio is 1 to 1.1; in national of public hospitals, 1 to 0.8; in religious hospitals 1 to 0.5; and in private hospitals 1 to 0.7. The average ratio is 1 to 0.8; generally the ideal ratio is 3 to 1. Since the number of doctors working in hospitals has been recently increasing, the nursing services have consequently teen overloaded, sacrificing the services to the patients. 3) The ratio of nurses to clerical staff is 1 to 0.4. However, the ideal ratio is 5 to 1, that is, 1 to 0.2. This means that clerical personnel far outnumber the nursing staff. 4) The ratio of nurses to nurse's-aides; The average 2.5 to 1 indicates that most of the nursing service are delegated to nurse's-aides owing to the shortage of registered nurses. This is the main cause of the deterioration in the quality of nursing services. It is a real problem in the guest for better nursing services that certain hospitals employ a disproportionate number of nurse's-aides in order to meet financial requirements. 5) As for the working conditions, most of hospitals employ a three-shift day with 8 hours of duty each. However, certain hospitals still use two shifts a day. 6) As for the working environment, most of the hospitals lack welfare and hygienic facilities. 7) The salary basis is the highest in the private university hospitals, with enterprise hospitals next and religious hospitals and national or public ones lowest. 8) Method of employment is made through paper screening, and further that the appointment of nurses is conditional upon the favorable opinion of the nursing directors. 9) The unemployment ratio for one year in 1971 averaged 29 per cent. The reasons for unemployment indicate that the highest is because of marriage up to 40 per cent, and next is because of overseas employment. This high unemployment ratio further causes the deterioration of efficiency in nursing services and supplementary activities. The hospital authorities concerned should take this matter into a jeep consideration in order to reduce unemployment. 10) The importance of in-service education is well recognized and established. 1% has been noted that on the-job nurses. training has been most active, with nursing directors taking charge of the orientation programs of newly employed nurses. However, it is most necessary that a comprehensive study be made of instructors, contents and methods of education with a separate section for in-service education. 10. Nursing services'activities 1) Division of services and job descriptions are urgently required. 81 per rent of the hospitals keep written regulations of services in accordance with nursing service manuals. 19 per cent of the hospitals do not keep written regulations. Most of hospitals delegate to the nursing directors or certain supervisors the power of stipulating service regulations. In 21 per cent of the total hospitals they have policy committees, standardization committees and advisory committees to proceed with the stipulation of regulations. 2) Approximately 81 per cent of the hospitals have service channels in which directors, supervisors, head nurses and staff nurses perform their appropriate services according to the service plans and make up the service reports. In approximately 19 per cent of the hospitals the staff perform their nursing services without utilizing the above channels. 3) In the performance of nursing services, a ward manual is considered the most important one to be utilized in about 32 percent of hospitals. 25 per cent of hospitals indicate they use a kardex; 17 per cent use ward-rounding, and others take advantage of work sheets or coordination with other departments through conferences. 4) In about 78 per cent of hospitals they have records which indicate the status of personnel, and in 22 per cent they have not. 5) It has been advised that morale among nurses may be increased, ensuring more efficient services, by their being able to exchange opinions and views with each other. 6) The satisfactory performance of nursing services rely on the following factors to the degree indicated: approximately 32 per cent to the systematic nursing activities and services; 27 per cent to the head nurses ability for nursing diagnosis; 22 per cent to an effective supervisory system; 16 per cent to the hospital facilities and proper supply, and 3 per cent to effective in·service education. This means that nurses, supervisors, head nurses and directors play the most important roles in the performance of nursing services. 11. About 87 per cent of the hospitals do not have separate budgets for their nursing departments, and only 13 per cent of the hospitals have separate budgets. It is recommended that the planning and execution of the nursing administration be delegated to the pertinent administrators in order to bring about improved proved performances and activities in nursing services.

• 유통과학연구
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• 제10권3호
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• pp.51-61
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• 2012

본 연구는 커피 시장에 대한 시장 규모가 커지고 점차 확대되고 있는 대형 브랜드 커피전문점을 중심으로 점포선택 속성(가격, 종업원서비스, 점포의 입지, 점포 분위기)을 4가지로 규정하여, 그 선택속성들과 커피전문점 이용자의 특성이 어떠한 관계가 있는 가를 알아보자 하였으며, 또한 커피전문점의 브랜드 태도에는 어떠한 영향을 미치는 바를 조사하였다. 그 결과 이용자의 특성에 따라 차이가 났지만 점포선택속성 중 점포의 분위기와 점포입지가 점포선택 속성에 가장 큰 영향을 미치는 것으로 나타났다. 따라서 이러한 결과를 토대로 본 연구는 커피전문점이 충성고객을 확보하기 위해 어떠한 속성에 중점을 두어야 하며 아울러 소비자의 욕구에 부합되는 선택 속성을 연구하고자 한다. 특히, 유통학문의 연구방법론은 크게 2가지로 규범적 연구방법론, 실증적 연구방법론(경험적 분석기법, 통계적 분석기법)이 있는데, 이중에 본 연구는 실증적 연구방법론중에서 통계적 분석기법을 활용한다. 본 연구의 한계점으로는 첫째, 응답자의 분포가 수도권에 편중되어 있다는 것이다. 본 연구에 이용된 2차 자료를 보면 서울지역의 응답자 수는 경기도 지역에 비해 압도적으로 많았고 경기도 지역의 응답자 수 또한 6대 광역시에 비해 압도적으로 많았다. 따라서 지역 표본이 해당 지역의 모집단을 대표하는데 어느 정도의 한계가 있다고 판단된다. 둘째, 응답자의 비율을 측정척도로 사용한 점이다. 본 연구에서 점포선택속성에 대한 지각정도와 브랜드 선호도를 측정함에 있어서 응답자의 비율을 척도로 사용하였는데 이를 통해 점포선택속성과 브랜드 선호도 간의 관계, 집단 간 차이를 비교적 정확하게 규명하기에는 한계가 따른다. 따라서 향후 연구에서는 위의 한계점을 보완하고 다음과 같은 추가적인 연구가 필요할 것이라 판단된다. 커피전문점들이 점차 지방으로 확대되어 가고 있는 추세에 비추어 볼 때, 6대 광역시 뿐만 아니라 지방 소도시의 소비자들까지 포함하여 설문조사를 실행하여 1차 자료를 수집하는 것이다. 특히 설문조사에서 관련된 변수들을 리커트 척도로 측정하되 점포선택속성에 대한 지각정도, 브랜드 선호도 외에도 재 구매의도까지 포함시킬 수 있다. 따라서 상관관계분석, 다중회귀분석, 분산분석 등을 통해 더욱 정교한 실증분석을 실행하여 소비자의 태도와 행동에 대한 보다 세밀한 분석결과를 도출해야 할 것으로 사료된다.

• 마케팅과학연구
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• 제18권3호
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

• 대한간호학회지
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• 제8권1호
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• pp.16-42
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• 1978

This survey was made for a month starting from November 15 to December 15, 1977 covering 711 students taking the junior. (3rd-yea.) and the senior. (4th-year) at nine college of nursing in Seoul concerning their perception and Attitude toward the profession of nursing, motive for the necessity of learning, environment of study, attitude of study and particulars relevant with study performance, particulars of library, references and reading, assignments and particulars of the degree of confidence for the learning achievement. Through the survey of the above Particulars, the following results were obtained by classifying all subject matters and by analysing motive of the selection of their course, awarding or not awarding of scholarships. 1. General characteristics: it was revealed that 406 students (57.1%) were attending at the junior. while 305 students (42.9%) were taking the senior. Thus, the total number was 711 and their average age was 21.4 years. Their dwelling category was; 73.9 percent of them resided at their parent's home, 214 students (30.1%) were awarded with scholarships. The reason to be attracted by nursing science was the possibility of continuing social life after graduation (43.5%). 2. Their perception and attitude toward the profession of nursing: According to the perception of profession by the students of each grade, students of the 4th grade showed comparatively strong conception. Also, students of the 4th grade showed more positive attitude in the purchase and reading of magazines relative with the science of nursing, in the reading of Code for Nurses and in their interest in the activity of nursing field. For the necessity of mission of nurse, 97.7 percent of the entire number of students covered responded to necessity. For the necessity of the particular humanity and particularity in the character of nurses, 95.8 percent of those students responded to necessity. By the each grade, students of the 4th grade showed more response. 3. As to professional field desired after completing the professional course: 57 percent of those students desired for clinician nurse while 55 percents desired for community health-nurse. 4. As to the environment of study: they were mostly satisfied with their present residential environment. However, they complained of inconvenience at their lecture-halls. Students of the 3rd grade showed more complain. As to their attitude toward the adjustment of environment of study, they showed a affirmative response. As to the opinion of factors which interfere with their study, comparatively strong response was showed in their scepticism in the science of nursing, insufficient comprehension in general learning, relation with professors n4 discrepancy in the method of study. According to opinions of students at each grade, students of the 4th grade showed more scepticism. 5. Particulars relative with their attitude and performance of study : As to their knowledge of the objectives of their study of subject, the majority was to study with a partial knowledge of the objectives of their study. As to the plan of study, a low percentage indicated management of routine life under regular scheduling. Students of the 4th grade responded to rather planned life. As to time spent in independent study, response to concentrated study when necessary was stronger than that to regular daily study. Students of the 4th grade showed stronger response to regular study than that of the 3rd grade. As to the contents of their note-taking, 67.4 percents of those students responded to such regulatory procedure performing in the lecture-hall as they listen to lectures. 17.3 percents of those students showed response to adding supplementary informations from references to what was entered in choir note-taking at their lecture-halls. 6. Particulars of library, references and reading books: As to receiving of instruction for the utilization of library and time of receiving such instruction 64.7 percents of those students had received such instruction. 66.7 percents of the those responded received such instruction at orientation conducted for freshmen. As to the convenience of the utilization of library, 49.9 percents of those students responded to convenience. However, students of the 3rd grade showed a much stronger response to inconvenience. As to the time of the utilization of library,92.5 percents of those students showed a response to occasional utilization for particular purpose than regular utilization. 53.2 percents of those students responded to ordinary in quantity that library have references. 34.2 percents of those students responded to insufficient. As to the particular relative with the method and field of reading: 53.5 percents of those students responded to intensive reading and was the majority. As to the reading field, fiction u as the majority. When read any books for their major, they usually rend Korean text-b, oks. 7. Particular relative with giving assignment: All respondents were well aware of the objectives of giving home tasks. As to the attitude toward assignments and performing home tasks, 54.8 percents of those students to making ostentatious study because of an excessive quantity of assignments imposed. For performing assignment, they showed comparatively positive response. Also, 52.2 percents of those students responded that they usually submitted complected assignment with references. 8. As to motive to realize the necessity of study : 55.6 percents of those students responded that they realized such necessity in communication with patients when they were engaged in clinical practice. Also, 8.6, the lowest percents of those students responded that they realized such necessity in the course of conversation with nurses when they were engaged in clinical practice. 9. As to the determination of their confidence in the performance of study relative with clinical experience: They showed a general inclination of having in nursing. The major response was that they came to well comprehend the patients families. the lowest response was that they could apply what was learned at lecture-hall to practice. This response incidentally showed the distance the lecture-hall and practical study. In general items, students of the 4th grade showed more favorable response than students of the 3rd grade and there was a significant difference. 10. As to the perception and attitude toward profession according to the motive of selecting the nursing science : Those who selected the nursing voluntarily showed stronger conception than those who selected the nursing through indirect influence. However, there was no significant difference on this point. Only there was a remarkable difference in the reading of Code for Nurses. 11. Those who showed a stronger conception in the profession of nursing according to the motives of attractive nursing science indicated a strong will and ability to manage stable life and comparatively strong response was shown in the management of good home life because of the good adaptability of the science to their character. This group showed a strong conception of the profession than those who responded that they prefer this profession out of a longing for the work of a hospital and for the easy obtaining of opportunity to immigrate to over seas and for economic cause and for high school grade. There was significant difference between these two groups, 12. As to the conception and attitude toward the profession of nursing according to benefits by scholarships, those who were benefitted by scholarship showed stronger conception of profession than those who did not receive scholarship and there was a remarkable difference between these two categories. However, there was no remarkable difference between these two categories in the extent of interest of the activities of nursing fields and in the reading of Code for Nurses. 13. As activation for study according to the benefits of scholarships, those who were benefitted by scholarships showed stronger response to the motive for study comparing with those who receive. 14. As to tile field of reading according to the benefits by scholarships, those who received scholarships tended to read autobiographies and essayers to a considerable extent. Those who did not receive scholarships tended to read novels. Those who received scholarships more read nursing boots than those who did not receive scholarships. 15. As to the attitude of study and doing of assignment according to benefits of scholarships, those who received scholarships managed a favorable life with schedules for study, More students of receiving scholarship showed a regular study for more than one hour per day. Also, in the method of doing home tasks, more students of receiving scholarship showed reference to relative books frequently for the submission of completed assignments.