• Title/Summary/Keyword: Satisfaction with Living

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가정간편식 제품 개발을 위한 소비자의 요구도 및 선택속성의 중요도-만족도 분석 (A Study on Domestic Consumers' Needs and Importance-Performance Analysis of Selective Attributes for Developing Home Meal Replacement (HMR) Products)

  • 박성배;이현준;김혜영;황혜선;박대섭;홍완수
    • 한국식품조리과학회지
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    • 제32권3호
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    • pp.342-352
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    • 2016
  • Purpose: This study conducted an Importance-Performance Analysis (IPA) of selective attributes of Home Meal Replacement (HMR) as well as it examined the consumers' needs and willingness to buy HMR products to explore the need for developing more HMR products. Methods: This study was conducted among domestic consumers living in Seoul and its metropolitan areas, in the age range from the 20s to the 50s, and who had experience in purchasing HMR products. From the 490 surveys retrieved, 472 (96.3%) valid surveys were analyzed. Results: The analysis of the frequency of consuming HMR products showed the following results: 247 respondents answered '1-3 times a month' (52.3%); 167 respondents stated '1-2 times a week' (35.3%). With respect to the reason of purchase, 'simplicity of the recipe' was the most common, accounting for 188 respondents (39.8%), followed by 'time efficiency' accounting for 172 respondents (36.4%). Analysis of the demand for bibimbap (mixed rice) HMR products showed that 'chicken bibimbap' had the highest preference with 5.32 points, followed by 'bulgogi bibimbap' (5.08 points), and 'kimchi bibimbap' (4.96 points). In the case of HMR products that need to undergo further development, 'low-sodium products' received the highest points of 5.41 points, followed by 'small packaged products' (5.05 points), and 'functional products' (4.98 points). The factor analysis of the 13 selective attributes showed that they can be divided into 3 factors. The IPA analysis of the selective attributes of HMRs showed 'hygiene', 'taste', 'easy to go packaging', 'convenience in intake', and 'accessibility' in the 1st quadrant. In the 2nd quadrant, 'price' and 'freshness' were shown as the factors. In the 3rd quadrant, 'easy to serve', 'familiar food menu', and 'consistent menu' were shown as the leading factors, and in the 4th quadrant, 'saving labor' was the only factor. Conclusion: Based on these results, the research concludes that with respect to developing HMR products, there is a high demand for low sodium, low calorie, small packaged products; thus, showing the need to develop various HMR products for customer satisfaction. Furthermore, it shows that there is a need to consider developing HMR products that can maintain freshness at an affordable price.

은퇴 남성의 은퇴스트레스, 성격 강점, 결혼불만족이 은퇴 후 우울에 미치는 영향 (Effects of Retirement Stress, Character Strengths, and Marital Dissatisfaction on Post-retirement Depression)

  • 김선영;윤혜영
    • 한국심리학회지 : 문화 및 사회문제
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    • 제19권4호
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    • pp.553-576
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    • 2013
  • 본 연구의 목적은 은퇴 남성의 은퇴스트레스, 성격 강점, 결혼불만족이 우울에 영향을 미치는지 살펴보고, 성격 강점과 결혼불만족의 직접효과 및 간접효과를 검증하는 것이다. 이를 통해 은퇴스트레스가 우울감을 유발하는데 있어서 개인의 긍정적 성격특성과 결혼만족이라는 긍정적인 관계특성이 완충적 역할을 하는지 포괄적으로 살펴볼 수 있을 것이다. 본 연구를 위해 대구·경북 지역에 거주하는 은퇴 남성 197명에게 은퇴스트레스 척도(RSS), 성격 강점 검사(CST), 한국판 결혼만족도 검사(K-MSI), 한국판 역학연구센터 우울척도(CES-D)를 실시하였다. 중다회귀분석과 AMOS를 이용한 구조방정식 결과는 다음과 같다. 첫째, 은퇴남성의 은퇴스트레스가 높을수록 은퇴 남성의 우울이 높은 것으로 나타났다. 둘째, 은퇴 남성의 성격 강점 중 낙관성이 부족할수록 그리고 심미안이 높을수록 높은 우울 수준을 예견하였다. 또한 은퇴 남성의 결혼불만족이 높을수록 우울경향이 높은 것으로 나타났다. 셋째, 은퇴스트레스와 우울의 관계에서 성격강점과 결혼불만족의 직접경로와 간접경로 모두를 포함하는 연구모형은 대안모형보다 더욱 좋은 적합도를 보였다. 즉, 성격 강점과 원만한 부부관계가 은퇴 이후 경험하는 남성들의 우울에 완충 작용을 하는 것으로 나타났다. 이러한 결과는 은퇴 남성의 심리적 안녕을 위한 프로그램의 기초자료로 활용될 수 있을 것이다. 마지막으로 본 연구의 제한점과 후속연구에 대한 제언을 논의하였다.

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맹사성 <강호사시가>의 짜임새 (A Study on the )

  • 양희찬
    • 한국시조학회지:시조학논총
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    • 제21집
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    • pp.143-164
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    • 2004
  • 이 논문은 <강호사시가>가 한 주제를 형상화하는 데 네 계절의 특징을 담고 있는 서로 다른 글감들을 사용하였지만, 내용의 일관된 통일성을 유지한 연시조이며, 이 통일성 유지는 하나의 일정한 틀을 사용한 데 근거하였음을 해명하려고 한 것이다. 그 일정한 틀은 겉틀과 속틀로 나누었다. 겉틀은 네 작품에 공통된 표현 부분이다. 그 내용은 '화자의 거처(강호)'-'화자(이 몸)'$\cdot$'화자와 임금의 관계(군은)' 및 '강호의 상태(강호에 (가)이 드니)', '화자의 상태(이 몸이 (라)히옴)'를 제시한 것이다. 그리고 초장의 '강호에 (가)이 드니'를 구문의 생성 조건의 측면에서 분석하여 표현의 압축과 간결함을 지적하고, 종장의 '역군은이샷다'를 구문의 생성 의도의 측면에서 분석하여 화자 개인 차원의 삶에 대한 만족을 표출한 것임을 설명하고, 이 삶의 만족을 사회적 차원의 태평성대로 확장할 수 있는지에 대하여 문제제기를 하였다. 속틀은 작품 내용의 세부 짜임이다. 이에 대해서는 네 작품을 초$\cdot$$\cdot$종장 각각으로 묶어 분석한 다음, 네 작품의 공유된 짜임을 설명하고, 각각의 내용 분석을 통하여 곁틀에서 다룬 <강호사시가>의 내용이 갖는 특성을 해명하였다. 네 작품의 초$\cdot$$\cdot$종장을 각각 하나로 묶어 종합 분석하기 위하여 지표기능과 제시기능을 설정하여 그 내용의 짜임을 설명하였다. 초장은 공통으로 네 계절의 흥취를 표현한 것이며, 중장은 지표기능 어휘인 '화자'가 생략되어 제시기능 구절만으로 이루어졌으며, 초장의 흥취를 행위나 상태로 구체적으로 제시하였다. 종장은 중장과 연결하여 함축적 표현이며,사적인 삶과 공적인 가치관(군신유의)의 관계에서 공적인 가치관으로 사적인 삶을 보장받으려는 의도를 내포한 것이다. 이를 종합하면, <강호사시가>의 속틀의 짜임은 '계절의 제시'$\to$'계절에 대한 발흥'$\to$'계절의 즐김 행위'$\to$'(심적$\cdot$신체적) 평안'으로 전개된다. 문맥의 흐름에서 초장은 중장의 단서가 되며, 중장은 초장에 대한 반응이며, 종장은 중장의 응축으로서 평가라는 성격을 가지고 있다. 그리고 속틀의 짜임에 '감군은'이 포함되면 곁틀의 짜임을 확인할 수 있다. 끝으로, 작자가 작품의 본지를 개인의 평안에 둔 것처럼 꾸몄으나, 본래의 발상은 임금의 치적(태평성대)을 송축하려는 것이라고 결론하였다.

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산업장 교대근무 근로자의 건강증진행위 예측요인 (Predictive Factors of Health promotion behaviors of Industrial Shift Workers)

  • 김영미
    • 한국직업건강간호학회지
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    • 제11권1호
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    • pp.13-30
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    • 2002
  • Industrial shift workers feels suffer mental stresses which are caused by unfamiliar day sleep, noisy environment, sleeping disorder by bright light, unusual contacts with family, difficulty in meeting with friends or having formal social meetings and other social limitations such as the use of transportation. Such stresses influence health of the workers negatively. Thus the health promotion policy for shift workers should be made considering the workers' ways of living and shift work specially. This study attempted to provide basic information for development of the health promotion program for industrial shift workers by examining predictive factors influencing health promotion behaviors of those workers. In designing the study, three power generation plants located in Pusan and south Kyungsang province were randomly selected and therefrom 280 workers at central control, boiler and turbine rooms and environmental chemistry parts whose processes require shift works were sampled as subjects of the study. Data were collected two times from September 17 to October 8, 1999 using questionnaires with helps of safety and health managers of the plants. The questionnaires were distributed through mails or direct visits. Means for the study included the measurement tool of health promotion behavior provided by Park(1995), the tool of self-efficacy measurement by Suh(1995), the tool of internal locus of control measurement by Oh(1987), the measurement tool of perceived health state by Park(1995) and the tool of social support measurement by Paek(1995). The collected data were analyzed using SPSS program. Controlling factors of the subjects were evaluated in terms of frequency and percentage ratio Perceived factors and health promotion behaviors of the subjects were done so in terms of mean and standard deviation, and average mark and standard deviation, respectively. Relations between controlling and perceived factors were analyzed using t-test and ANOVA and those between perceived factors and the performance of health promotion behaviors, using Pearson's Correlation Coefficient. The performance of health promotion behaviors was tested using t-test, ANOVA and post multi-comparison (Scheffe test). Predictive factors of health promotion behavior were examined through the Stepwise Multiple Regression Analysis. Results of the study are summarized as follows. 1. The performance of health promotion behaviors by the subjects was evaluated as having the value of mean, $161.27{\pm}26.73$ points(min.:60, max.:240) and average mark, $2.68{\pm}0.44$ points(min.:1, max.:4). When the performance was analyzed according to related aspects, it showed the highest level in harmonious relation with average mark, $3.15{\pm}.56$ points, followed by hygienic life($3.03{\pm}.55$), self-realization ($2.84{\pm}.55$), emotional support($2.73{\pm}.61$), regular meals($2.71{\pm}.76$), self-control($2.62{\pm}.63$), health diet($2.62{\pm}.56$), rest and sleep($2.60{\pm}.59$), exercise and activity($2.53{\pm}.57$), diet control($2.52{\pm}.56$) and special health management($2.06{\pm}.65$). 2. In relations between perceived factors of the subjects(self-efficacy, internal locus of control, perceived health state) and the performance of health promotion behaviors, the performance was found having significantly pure relations with self-efficacy (r=.524, P=.000), internal locus of control (r=.225, P=.000) and perceived health state(r=.244, P=.000). The higher each evaluated point of the three factors was, the higher the performance was in level. 3. When relations between the controlling factors(demography-based social, health-related, job-related and human relations characteristics) and the performance of health promotion behaviors were analyzed, the performance showed significant differences according to marital status (t=2.09, P= .03), religion(F=3.93, P= .00) and participation in religious activities (F=8.10, P= .00) out of demography-based characteristics, medical examination results (F=7.20, P= .00) and methods of the collection of health knowledge and information(F=3.41, P= .01) and methods of desired health education(F=3.41, P= .01) out of health-related characteristics, detrimental factors perception(F=4.49, P= .01) and job satisfaction(F=8.41, P= .00) out of job-related characteristics and social support(F=14.69, P= .00) out of human relations characteristics. 4. The factor which is a variable predicting best the performance of health promotion behaviors by the subjects was the self-efficacy accounting for 27.4% of the prediction, followed by participation in religious activities, social support, job satisfaction, received health state and internal locus of control in order all of which totally account for 41.0%. In conclusion, the predictive factor which most influence the performance of health promotion behaviors by shift workers was self-efficacy. To promote the sense, therefore, it is necessary to develop the nursing intervention program considering predictive factors as variables identified in this study. Further industrial nurses should play their roles actively to help shift workers increase their capability of self-management of health.

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병원종사자의 직업성 스트레스에 관한 연구 - 서울시내 500병상 이상 병원종사자를 중심으로 - (Occupational Stress of Hospital Workers)

  • 이우천
    • 한국병원경영학회지
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    • 제3권1호
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    • pp.1-33
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    • 1998
  • The purpose of this thesis is to study theoretical access to the methods that have been used for the research of occupational stress, thereby providing management methods of occupational stress of hospital workers. With a stress model of hospital workers set up from the viewpoint of organization management, 929 sets of questionnaires were collected from intern doctors, resident doctors, nurses, nursing aides, pharmacists, medical technicians, workers in patient affairs(reception and medical insurance workers), administrators and clerks from the 8 hospitals in Seoul with more than 500 beds. Upon variance analysis, correlation analysis and regression analysis of the collected questionnaires, this work examined how differences in stress caused by specific occupations and formulated a method of stress management for the hospital workers. The results are as follows. 1) If some duties of the nurses suffering from role-overloaded stress are transferred to the nursing aides dissatisfied with insufficient role, the two grunting groups can be satisfied at the same time. It is also necessary to transfer some jobs of the overloaded workers in patient affairs to the administrators, or the other way around. To reduce stress of conflict and ambiguity of role caused by the obscure division of roles between the workers, the role of each occupation should be delineated and the clear division of roles should be translated into action strictly according to that delineated. 2) Stress of inefficiency of organization from which the student doctors suffer can be relieved by management of participation. If they have access to the process of decision-making in general hospital affairs and consequently their understanding and the autonomy of job performance are promoted, such stress will be reduced. 3) To cope with stress of career development from which nurses, medical technicians, administrators, workers in patient affairs suffer, it is necessary to establish whether they have a chance to revive their careers, whether there are any ways of remotivation for less contributive workers, and whether they encourage each other to develope their careers. If they are given a chance to develope their careers, such stress will be relieved. 4) Pharmacists, suffering from stresses of living and personal relations, have strong cohesive power among themselves and organize a well-integrated team; thereby reducing the stress of personal relations and increasing productivity. 5) For administrators and student doctors confined to lesser social supports and for nurses and workers in patient affairs whose recognition of stress and job satisfaction are affected by social supports, emotional and informational supports for job performance help alleviate an individual's mental, and physical stress. 6) In addition to the above-mentioned stress-management methods, if an organizational coping strategy is provided according to the types of stress from the general viewpoint of the whole group of hospital workers, it would be of great help to managing stress. For example, the redesign of jobs, the management of objective, the improvement of working environment, the formation of an autonomous working group and various working plans can be set up for those who suffer from stress related to inappropriate role, while career counseling and development of career process can be provided for those dissatisfied with career development. Participation in the process of decision-making and the restructuring of the organization are needed for those who suffer from stress of malfunctioning organization, whereas creation of a supportive organizational atmosphere is desired for those who feel stressed due to personal relations. As well, such organizational coping strategies. as the increase of welfare facilities, seminars and educational programs and provision of health-promotion facilities can be provided.

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U-City 주거 환경 서비스의 사용자 가치 분석 : 스마트 홈을 중심으로 (User Requirement Elicitation for U-City Residential Environment : Concentrated on Smart Home Service)

  • 김향숙;김효창;지용구
    • 한국전자거래학회지
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    • 제20권1호
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    • pp.167-182
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    • 2015
  • 고령자, 장애인의 삶의 질을 유지시키기 위한 방법 중 하나로 주목받고 있는 미래의 주거 형태인 스마트 홈은 인간 생활 전반을 지원하기 위한 다양한 기능적 공간이 융합된 곳으로서, 삶의 질에 크게 영향을 끼칠 잠재력을 가진 공간이다. 따라서 삶의 공간에서 만족도를 높이기 위해 사용자의 실제 니즈를 반영하는 것이 매우 중요하며, 스마트 홈 내의 사용자 가치에 대한 연구는 활발히 이루어져 왔다. 그러나 광범위한 스마트 홈 서비스를 명확히 분류하고 서비스 특성에 따라 요구되는 사용자 가치를 제시한 연구는 아직 부족한 실정이다. 이에 본 연구는 스마트 홈 서비스를 사용자 관점에서 분류하고, 서비스의 특성에 따라 요구되는 사용자 가치를 규명하는 것을 목적으로 하였다. 이를 위해 문헌 연구를 통하여 사용자 중심적 관점에서 스마트 홈을 정의하고 이를 토대로 스마트 홈의 기능 및 서비스 분류 체계를 수립하였다. 또한 스마트 홈 서비스의 기술, 서비스 영역에서의 사용자 요구가치를 도출하고, 앞서 수립된 서비스 분류 체계와의 연관관계를 도출하였다. 본 연구를 통해 추후 스마트 홈 서비스 개발에 있어서 사용자에 대한 더 깊은 이해가 가능하도록 도울 수 있다는 의의가 있다.

일본 자치체의 유니버설디자인 정책 사례연구 (A Case Study of Japanese Local Self-Governments Universal Design Policy)

  • 이호숭
    • 디자인학연구
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    • 제19권1호
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    • pp.27-38
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    • 2006
  • 현재 일본의 각 자치체에서는 지역주민에게 만족도를 최대화하기 위한 방안으로 유니버설디자인 정책의 도입이 활발히 전개되고 있다. 본 연구는 자치단체가 유니버설디자인을 정책에 도입하게 된 배경과 각 자치체에서 추진되고 있는 시책들을 조사하고 그 추진요건 등에 대해 제시한 것이다. 자치체에서 UD 추진의 필요성을 종합하면 지방시대의 정착과 그 내실화를 추진해가는 과정에 있어서 다양한 문제를 안고 있으나, 사회 및 경제적 배경으로는 저출산화 현상과 고령사회의 진행, 사회 경제의 성숙화에 의한 가치관의 다양화 등을 꼽을 수 있다. 사람들의 가치관은 경제지상주의에서 탈피하여 물질적인 만족만이 아닌 문화, 환경, 예술 등이 경제 이상의 선상에서 존중하고 생활의 질적 향상이 중요시되고 있다. 그러한 가운데 보다 많은 사용자에게 사용이 편리한 디자인이라는 개념으로 대두된 유니버설디자인은 21세기 디자인의 기본 컨셉으로 주목받게 이르렀다. 오늘날 일본의 각 자치체에서는 홈페이지, UD 지침과 연구보고서, 각종 워크숍 등의 방법을 통해 지역 커뮤니티에 UD의 자연스러운 도입과 적용을 위해 다양한 노력을 경주하고 있다. 특히 공통적 시책 내용으로는 공공 공간 및 설비의 유니버설디자인 정책 및 기타제품 제조에 있어서의 유니버설디자인 정책, 정보에 있어서의 유니버설디자인 정책 등이 있다. 유니버설디자인 정책의 시행은 1) 사업의 기획 조정 정책입안 결정의 과정 2) 시책의 실시 과정 3) 모든 과정과 결과의 검증 과정이라는 프로세스를 중요시하며, 각 요소에는 행정과 지역주민 시민단체, 기업 등 3자의 고른 역할참여가 불가결함을 알 수 있다.

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종골 골절 일차 치료 후 발생한 합병증에 대한 분석 (Analysis of Complications after Treatment of Calcaneal Fracture)

  • 서동현;박용욱;김도영;이상수;윤태경;박현철;강승완
    • 대한족부족관절학회지
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    • 제8권1호
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    • pp.46-51
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    • 2004
  • Purpose: Problematic late sequelae are common following a calcaneal fracture regardless of the initial treatment. We retrospectively evaluated the painful conditions and reviewed the results of the operative treatment in patients with previously treated calcaneal fractures. Materials and Methods: Between October 1996 and September 2001, forty-three patients who underwent subsequent surgical treatment for late sequelae of calcaneal fracture were reviewed. The initial treatment consisted of only immobilization in a cast in 7 patients, closed reduction with pin fixation (Essex-Lopresti technique) in 22 and open reduction and internal fixation in 14. Painful conditions in the hind foot included subtalar arthritis in 31 patients, calcaneofibular impingement in 13, peroneal tendinitis in 6, displaced posterior bony fragment in 3, sural neuritis in 2, subtalar and midtarsal arthritis in 1 and displaced plantar bony fragment in 1. The surgical procedures for the late complications were performed at a mean of 19 months (range, 6 to 35 months) after the injury and consisted of lateral wall ostectomy and in situ subtalar fusion in 28 patients, only lateral wall ostectomy in 5 patients, lateral wall ostectomy and subtalar distraction arthrodesis in 3, removal of displaced posterior bony fragment in 3, sural nerve transposition in the peroneus brevis in 2, triple arthrodesis in 1 and removal of displaced plantar bony fragment in 1. Mean postoperative follow up period was 57 months (range, 33 to 82 months). The results of treatment were evaluated on the basis of pain, improvement in the ability to perform activities of daily living, to return to work or to a pre-injury level of activity. Results: Pain was partially relieved in 38 patients (88%), but not relieved in 5. Function improved in 34 patients (79%), and 32 (74%) returned to work or to a pre-injury level of activity. There was a trend that the longer the interval between the injury and the operation, the longer the subsequent interval until the patient returned to full activities or work. Conclusion: Meticulous physical examination and intensive prompt treatment for remaining pain after initial treatment of calcaneal fractures are recommended for patient's satisfaction and returning to work.

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Study on the Korean Traditional Dyeing:1) Unique features and understanding

  • Soh, Hwang Oak
    • International Journal of Costume and Fashion
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    • 제13권1호
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    • pp.35-47
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    • 2013
  • We know that humans are able to live comfortably when there is a balance between the living environment that surrounds us and us. Clothing, one of the necessities of life, serves a dual purpose of functioning as protection for the body as well as providing visual satisfaction, and so is the most effective bonding mechanism. A different type of comfort that has been provided through industrialization and advancements in technology has resulted in pollution problems in the environment, and it has reached a point of seriously thinking about its effects. The biggest problems in environmental pollution are air pollution and waste disposal, and something that cannot be ignored is that environmental hormones and harmful heavy metals have been discovered in the synthetic dyes used in the clothing product, and not only are they harmful to the body, but they also have adverse effects on skin allergies such as atopic dermatitis. Its effects on clothing, especially underwear and baby products, can become a serious issue. The use of natural vegetable dye can be considered the basis for the traditional Korean dyeing process, however not all natural dyeing process can be thought of as traditional Korean dyeing. This is because natural dyeing used to be the most common method of dyeing before synthetic dyes came along and became the dye of choice for most clothing. Natural dyes are beneficial to the body, and the nature colors, achieved from the natural materials, relieve eye strains as well as have a healing effect for people who are suffering from psychological instability such as stress. However, the use of mordant in order to increase the fastness and get better color effects can lead to even more damage to the environment, and it cannot be a dyeing method that is good for the body. Traditional natural dyeing is different from regular natural dyeing because it uses colors that the Korean people can identify with and applies specific methods in order to achieve those colors. Even though experimental study with dyestuff and practical use of the dyeing methods for traditional Korean dyeing has been started(Soh, H., 1983) and has been ongoing, it is still not easy for regular people to use the method on their own. At the present time, natural dye materials are getting made and sold more than ever, but there is a lot of confusion among consumers regarding the difference between traditional Korean dyeing and natural dyeing, as companies are using the two terms interchangeably to market their natural dye products. So getting a better understanding of the characteristics of traditional Korean dyeing and traditional colors should be considered first priority at this time. The purpose of this thesis is to study the traditional Korean view of color, which developed the culture of traditional dyeing in Korea, and the characteristics of traditional Korean dyeing, a method that pursued achieving Korea's color through natural dyeing.

21C 소비시장의 트렌드 변화 예측과 파워브랜드 전략 (A Forecast to Changes in Consumer Market Trend of 21st Century And Strategies for Power Brand)

  • 최영옥;신수길
    • 디자인학연구
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    • 제15권1호
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    • pp.213-224
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    • 2002
  • 우리는 이미 21세기 안에서 생활하고 있다. 21세기는 그 단어 자체만으로도 커다란 변화와 개혁을 의미하고 있다. 즉, 디지털시대, 글로벌화시대, 정보화시대, 소비자 주권시대, 브랜드파워시대 등 여러 각도의 시대변화를 우리는 겪고 있는 것이다. 그 가운데서도 소비자와 소비시장환경은 엄청난 변화를 보이고 있는바, 소비시장의 주도권과 변화력이 생산자에서 소비자에게로 변화되어져 가는 과정은 상당히 주목해야할 사실인 것이다. 이러한 변화는 시장환경과 관련된 모든 부분에 변화를 줄 뿐 아니라 앞으로 생산될 제품들과 이들의 판매 등에 있어 지대한 영향력을 미칠 것이다. 이에 21세기 소비시장의 트렌드를 예측하고 분석하여소비시장의 변화와 소비자의 환경변화 등을 알아보고자 한다. 또한 세계화 이후 무한 자율경쟁의 시대가 도래하면서 세계는 하나의 경제 공간을 갖추게 되었는바 다국적 기업의 등장과 함께 그들의 브랜드는 세계 어느 곳에서도 볼 수 있게 되었는데 이들은 자신들만의 브랜드 파워를 가지고 21세기의 파워 브랜드로 유지시키려 하고 있는 것이다. 예전의 브랜드란 일반적인 상품명이라는 사전적 의미에서 지금은 브랜드 자체로서의 심리적 만족감과 신뢰성을 제공해주는 브랜드자신의 의미를 부여받게 된 것이다. 이에 본 논문에서는 21세기 소비시장의 변화와 트렌드변화를 예측하고 아울러 파워브랜드의 전략에 대한 연구를 병행하여 21세기 소비시장의 트렌드를 전망하며 또한 파워브랜드의 창조전략도 함께 추구해 보고 자한다.

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