• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.123-134
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• 2010

Considering the benefits for both consumers and suppliers, firms are taking advantage of the Internet as a medium to communicate with and sell products to their consumers. This trend makes the online shopping environment a growing field for both researchers and practitioners. This paper contributes by testing a model of online consumer behavior with websites varying in levels of hedonism. Unlike past studies, we included all three types of emotions (arousal, pleasure, and dominance) and flow into the model. In this study, we assumed that website interfaces, such as background colors, music, and fonts impact the three types of emotions at the initial exposure to the site (Mazaheri, Richard, and Laroche, 2011). In turn, these emotions influence flow and consumers' perceptions of the site atmospherics-perception of site informativeness, effectiveness, and entertainment. This assumption is consistent with Zajonc (1980) who argued that affective reactions are independent of perceptual and cognitive operations and can influence responses. We, then, propose that the perceptions of site atmospherics along with flow, influence customers' attitudes toward the website and toward the product, site involvement, and purchase intentions. In addition, we studied the moderating impact of the level of hedonism of websites on all the relationship in the model. Thus, the path coefficients were compared between "high" and "low" hedonic websites. We used 39 real websites from 12 product categories (8 services and 4 physical goods) to test the model. Among them, 20 were perceived as high hedonic and 19 as low hedonic by the respondents. The result of EQS 6.1 support the overall model: $\chi^2$=1787 (df=504), CFI=.994; RMSEA=.031. All the hypotheses were significant. In addition, the results of multi-groups analyses reveal several non-invariant structural paths between high and low hedonic website groups. The findings supported the model regarding the influence of the three types of emotions on customers' perceptions of site atmospherics, flow, and other customer behavior variables. It was found that pleasure strongly influenced site attitudes and perceptions of site entertainment. Arousal positively impacted the other two types of emotions, perceptions of site informativeness, and site involvement. Additionally, the influence of arousal on flow was found to be highly significant. The results suggested a strong association between dominance and customers' perceptions of site effectiveness. Dominance was also found to be associated with site attitudes and flow. Moreover, the findings suggested that site involvement and attitudes toward the product are the most important antecedents of purchase intentions. Site informativeness and flow also significantly influenced purchase intentions. The results of multi-group analysis supported the moderating impacts of hedonism of the websites. Compared to low (high) hedonic sites, the impacts of utilitarian (hedonic) attributes on other variables were stronger in high (low) hedonic websites. Among the three types of emotions, dominance (controlling feelings) effects were stronger in high hedonic sites and pleasure effects were stronger in low hedonic sites. Moreover, the impact of site informativeness was stronger for high hedonic websites compared to their low-hedonic counterparts. On the other hand, the influence of effectiveness of information on perceptions of site informativeness and the impact of site involvement on product attitudes were stronger for low hedonic websites than for high hedonic ones.

• Korean Journal of Heritage: History & Science
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• v.51 no.2
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• pp.138-153
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• 2018

The purpose of this study was to analyze , which was made in the late Joseon Dynasty to specify the vegetation landscape of the Donhwamun Gate area in Changdeokgung Palace. The study results can be summarized as below. First, based on "Jieziyuan Huazhuan(芥子園畵傳)", the introductory book of tree expression delivered from China in the 17th century, allowed the classification criteria of the trees described in the picture to be established and helped identify their types. As a result of the classification, there were 10 species and 50 trees in the Donhwamun Gate area of . Second, it was possible to measure the real size of the trees described in the picture through the elevated drawing scale of . The height of the trees ranged from a minimum of 4.37 m to a maximum of 22.37 m. According to the measurement results, compared to the old trees currently living in Changdeokgung Palace, the trees described in the picture were found to be produced in almost actual size without exaggeration. Thus, the measured height of the trees turned out to be appropriate as baseline data for reproduction of the vegetation landscape. Third, through the Rubber Sheeting Transformation of , it was possible to make a ground plan for the planting of on the current digital topographic map. In particular, as the transformed area of was departmentalized and control points were added, the precision of transformation improved. It was possible to grasp the changed position of planting as well as the change in planting density through a ground plan of planting of . Lastly, it was possible to produce a three-dimensional vegetation landscape model by using the information of the shape of the trees and the ground plan for the planting of . Based on the three-dimensional model, it was easy to examine the characteristics of the three-dimensional view of the current vegetation via the view axis, skyline, and openness to and cover from the adjacent regions at the level of the eyes. This study is differentiated from others in that it verified the realism of and suggested the possibility of ascertaining the original form of the vegetation landscape described in the painting.

• Journal of the Korean Institute of Traditional Landscape Architecture
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• v.34 no.2
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• pp.16-26
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• 2016

In this paper, we collected information on Palgyeong of the Gangneung area that were scattered around several literatures, and analyzed and interpreted regional distribution, elements of scenery and inherent meanings from various angles. we shed light on the origin and the meaning of Palgyeong, which have been passed down in the Gangneung area. Palgyeong of the Gangneung area have been accumulated and expanded for a long period of time, since Goryeo up to the modern times, and it does not simply reflect the beauty of natural scenery, but also reflect historical facts and sentiments rooted in this region. In addition, given the comprehensive veiw of Palgyeong of the Gangneung area and in consideration of its type and distribution of the eight sceneries the most common format is similar to Sosang(瀟湘類似型). What are repeatedly appearing among them include 'smoke from cooking supper' and 'catching fish', showing the living conditions of local residents of Gangneung at the time, which refers to the fact that Palgyeong consisted of village units. Palgyeong in the Gangneung area are distributed in diverse ranges between the city and Nujung. Most of Palgyeong are clustered in the east of Gangneung city and in the region tangent to Gangdong-myeon and Gujeong-myeon. When we consider the situation where most of Palgyeong in the Gangneung area are distributed in this region, it suggests that the region occupies the heart of scenery of Gangneung. Palgyeong of the Gangneung area consists of 60% natural factors, 36% humanity factors, and 4% other factors, where the natural factors hold the beauty of nature itself and the humanities and other factors hold the legends and history contained in the targets. The sceneries expressed by Palgyeong cannot be individually separated. Namedaecheon, Jukdobong, Sumseokcheon, Sumdulmaeul, Gunseongang, Pungho and Kyungpoho were connected to Nujung and Hongjamam, and they eventually became a panorama. Hansongjung, Hwanseondeung, Hansongsa, Pungho and Gunseongang are related to Hwarang of Silla and have become representative historical sceneries of the Gangneung area. Judging from the fact that currently non-existing sceneries such as Kyeonjodo, Hansongjung and Gulsansa remained in Palgyeong and been passed, Palgyeong have positioned imaginary spaces of the Gangneung people beyond simply expressing sceneries. In conclusion, Palgyeong in the Gangneung area are aesthetical objects and while at the same time, they are historical and cultural space, and furthermore, we can see that they still remain as imaginary spaces.

• Journal of Nutrition and Health
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• v.10 no.2
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• pp.59-70
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• 1977

This study was designed to evaluate the changes and improvements in the Korean diet during the last thirty years (since independence in 1945), and to make recommendations for the improvement of their nutritional status, consequently contributing to the physical and mental welfare of the Korean people. The results and recommendations are as follows: 1. The total calorie and carbohydrate intake decreased by $8{\sim}12%$ in the 1970's, as compared with the 1940's and the 1950's. 2. The intake of calcium and vitamiu A increased $30{\sim}50%$ and $20{\sim}60%$ respectively in the 1960's and 1970's as compared with the 1940,s. But this intake level is still lower than the RDA values. 3. The vitamin C intake was somewhat higher in the mountainous and farming areas than in urban areas. 4. In the 1970's, the decrease of untriend intake due to seasonal variation was marked especially for protein, niacin, vitamin $B_1$, and vitamin C. 5. The consumption of protein foods (meats and legumes) increased in an amount of $15{\sim}36g$ per day. There was a marked increase in the intake of meat in farming areas and of milk in urban areas in the 1970's. This increased intake of animal proteins is a very desirable dietary change. 6. The cereal consumption was lowest in urban areal, but there was a general decrease in the intake of the cereal group in the entire area in the 1970's. For the farmers, the intake of cereal food decreased most, from 750 g to 576 g, but cereals still composed a high proportion of the entire diet. 7. Fruits and vegetables showed the highest intake for the urban people, as expected. For the whole area, this food group showed an increase of 8.7% in the 1970's, as compared with the 1960's. 8. The gradual ihcrease in the intake of the fats and oil group was a desirable dietary change. but the absolute amount was too low. 9. A 7% increase in height and a 9% incrrase in weight for growing children and adolescents was observed in the 1970's as compared with the 1940's, but several kinds of deficiency diseases, such as nutritional anemia and dental caries were still apparent in many areas. 10. To improve cur food life and to cope with food shortages faced in Korea, an efficient and nationwide nutrition education program should be implemented. This would maximize efficiency of intake from the limited food sources for a balanced diet. 11. As it is of utmost importance to provide growing children with a desirable physical, sccial mental, and especially nutritional environment, a well-planned and organized school feeding program should be practiced widely and efficiently. 12. Young mothers and pregnant women should be educated on the importance of their children's nutrition, especially for the critical fetal and infancy periods. 13. More thorough and continuous nutritional survey studies on the changes in dietary patterns for the entire nation should be pursued, evaluated and documented. This would Provide a good information guide for future nutritional study programs. 14. It is the nutritionistist's strong desire that national leaders, especially decision makers recognize the fact that improvement of the nutritional status of the People is one of the most economic and preventative ways of improving their physical and mental health. This is closely related to the economic development and strength of the nation.

• Korean Journal of Heritage: History & Science
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• v.53 no.1
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• pp.24-33
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• 2020

In excavated bronze artifacts, corrosion products of various shapes and colors are observed due to multiple corrosion factors coexisting in the burial environment, and these corrosion products can constitute important data not only in terms of long-term corrosion-related information, but also in connection with preservation of artifacts. As such, scientific analysis is being carried out on the corrosion layer and corrosion products of bronze artifacts, and the corrosion mechanism and the characteristics of corrosion products elucidated, which is essential for interpreting the exposed burial environment and its association with corrosion factors inside the burial environment. In this study, after classifying excavated bronze artifacts according to alloy ratio and fabrication technique, comprehensive analysis of the surface of corrosion artifacts, corrosion layer, and corrosion products was carried out to investigate the corrosion mechanism, formation process of the corrosion layer, and characteristics of corrosion products. The study designated two groups according to alloy ratio and fabrication technique. In Group 1, which involved a Cu-Sn-Pb alloy and had no heat treatment, the surface was rough and external corrosion layers were formed on a part, or both sides, of the inside and the outside, and the surface was observed as being green or blue. α+δ phase selection corrosion was found in the metal and some were found to be concentrated in an empty space with a purity of 95 percent or more after α+δ phase corrosion. The Cu-Sn alloy and heat-treated Group 2 formed a smooth surface with no external corrosion layer, and a dark yellow surface was observed. In addition, no external corrosion layer was observed, unlike Group 1, and α corrosion was found inside the metal. In conclusion, it can be seen that the bronze artifacts excavated from the same site differ in various aspects, including the formation of the corrosion layer, the shape and color of the corrosion products, and the metal ion migration path, depending on the alloy ratio and fabrication technique. They also exhibited different corrosion characteristics in the same material, which means that different forms of corrosion can occur depending on the exposure environment in the burial setting. Therefore, even bronze artifacts excavated from the same site will have different corrosion characteristics depending on alloy ratio, fabrication technique, and exposure environment. The study shows one aspect of corrosion characteristics in specific areas and objects; further study of corrosion mechanisms in accordance with burial conditions will be required through analysis of the corrosive layer and corrosive product characteristics of bronze artifacts from various regions.

• Journal of the Korean Institute of Landscape Architecture
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• v.38 no.5
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• pp.53-63
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• 2010

The purposes of this study are to classify the characteristics of parks by park use patterns and the understanding of design concepts and to analyze the difference of cognition of design concept between designers and park users. The literature studies and surveys were performed to analyze park use patterns and understanding of design concepts for Seoul Forest Park, Yeouido Park and Seonyudo Park. Several statistical methods have been used such as descriptive analysis and importance-performance analysis. The results of this research are as follows. As the results of an analysis of park use patterns, Seonyudo Park may he qualified as an urban landmark park, while Yeouido Park can he classified as a neighborhood park. Seoul Forest Park bas characteristics of both. Second, the higher frequency of visits generally leads higher preference. Third, the overall cognition of the design concepts of parks shows 3.51 on average, which is comparatively high. The functional concepts are better transmitted to the users compared to abstract concepts. The cognition of the design concepts of each park are evaluated in the higher order of Seonyudo Park, Seoul Forest Park and Yeouido Park. Fourth, the cognition levels of detailed design concepts for each place are lower than the overall design concepts. On the other hand, levels of satisfaction are increased after the design concepts are noticed. It would he necessary make the effort to give information about the design concept of each space. The results of this study are limited in that it covers only three parks in Seoul, and did not consider seasonal variables. Nevertheless, this study may he significant in that it dealt with the cognition of design concepts for urban parks, focusing on the difference between designers and visitors.

• Journal of the Korean Institute of Landscape Architecture
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• v.49 no.2
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• pp.51-60
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• 2021

Modern society is becoming more informed and intelligent with the development of digital technology, in which humans, objects, and networks relate with each other. In accordance with the changing times, a garden system has emerged that makes it easy to supply the ideal temperature, humidity, sunlight, and moisture conditions to grow plants. Therefore, this study attempted to grasp the concept, perception, and trends of smart gardens, a recent concept. To achieve the purpose of this study, previous studies and text mining were used, and the results are as follows. First, the core characteristics of smart gardens are new gardens in which IoT technology and gardening techniques are fused in indoor and outdoor spaces due to technological developments and changes in people's lifestyles. As technology advances and the importance of the environment increases, smart gardens are becoming a reality due to the need for living spaces where humans and nature can co-exist. With the advent of smart gardens, it will be possible to contribute to gardens' vitalization to deal with changes in garden-related industries and people's lifestyles. Second, in current research related to smart gardens and users' experiences, the technical aspects of smart gardens are the most interesting. People value smart garden functions and technical aspects that enable a safe, comfortable, and convenient life, and subjective uses are emerging depending on individual tastes and the comfort with digital devices. Third, looking at the usage behavior of smart gardens, they are mainly used in indoor spaces, with edible plants are being grown. Due to the growing importance of the environment and concerns about climate change and a possible food crisis, the tendency is to prefer the cultivation of plants related to food, but the expansion of garden functions can satisfying users' needs with various technologies that allow for the growing of flowers. In addition, as users feel the shapes of smart gardens are new and sophisticated, it can be seen that design is an essential factor that helps to satisfy users. Currently, smart gardens are developing in terms of technology. However, the main components of the smart garden are the combination of humans, nature, and technology rather than focusing on growing plants conveniently by simply connecting potted plants and smart devices. It strengthens connectivity with various city services and smart homes. Smart gardens interact with the landscape of the architect's ideas rather than reproducing nature through science and technology. Therefore, it is necessary to have a design that considers the functions of the garden and the needs of users. In addition, by providing citizens indoor and urban parks and public facilities, it is possible to share the functions of communication and gardening among generations targeting those who do not enjoy 'smart' services due to age and bridge the digital device and information gap. Smart gardens have potential as a new landscaping space.

• Asia Marketing Journal
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• v.15 no.3
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• pp.117-139
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• 2013

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer's attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames - this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers' purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players' congruity, entertainment value and brand placement factors.

• Journal of Korean Society of Environmental Engineers
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• v.33 no.4
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• pp.267-274
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• 2011

The environmental impacts of 95% remediation of a total petroleum hydrocarbon-contaminated soil were evaluated using life cycle assessment (LCA). LCA of two remediation systems, soil vapor extraction (SVE) and biopile, were conducted by using imput materials and energy listed in a remedial system standardization report. Life cycle impact assessment (LCIA) results showed that the environmental impacts of SVE were all higher than those of biopile. Prominent four environmental impacts, human toxicity via soil, aquatic ecotoxicity, human toxicity via surface water and human toxicity via air, were apparently found from the LCIA results of the both remedial systems. Human toxicity via soil was the prominent impact of SVE, while aquatic ecotoxicity was the prominent impact of biopile. This study also showed that the operation stage and the activated carbon replacement stage contributed 60% and 36% of the environmental impacts of SVE system, respectively. The major input affecting the environmental impact of SVE was electricity. The operation stage of biopile resulted in the highest contribution to the entire environmental impact. The key input affecting the environmental impact of biopile was also electricity. This study suggested that electricity reduction strategies would be tried in the contaminated-soil remediation sites for archieving less environmental impacts. Remediation of contaminated soil normally takes long time and thus requires a great deal of material and energy. More extensive life cycle researches on remedial systems are required to meet recent national challenges toward carbon dioxide reduction and green growth. Furthermore, systematic information on electricity use of remedial systems should be collected for the reliable assessment of environmental impacts and carbon dioxide emissions during soil remediation.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.27-34
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• 2010

During the past 10 years, sales of luxury goods increased significantly to more than US$ 130 billion in 2007. In this industry, more than half of the revenue comes from Asia where the average income has risen significantly, and the demand for luxury products is forecast to grow rapidly. Purchasing luxury brands appears to be an intriguing social phenomenon that is profitable for companies in this region. As a newly developed country, Korea is one of the most attractive luxury markets in Asia. Currently, a total of 120 luxury fashion brands have entered the Korean market, primarily in luxury districts in Seoul where the competition is fierce. The purposes of this study are to: (1) identify antecedents of attitude toward luxury brands, (2) examine the effect of attitudes toward luxury brands on customer equity, (3) determine the impact of attitudes toward luxury brands on customer lifetime value, and (4) investigate the influence of customer equity on customer life time value. Previous studies have examined materialism, social need, experiential need, need for uniqueness, conformity, and fashion involvement as antecedents of attitude toward luxury brands. Richins and Dowson (1992) suggested that that materialism influences consumption behavior relative to quantity of goods purchased. Nueno and Quelch (1998) reported that the ownership of luxury brands conveys information related to the owner's social status, communicates an image of success and prestige, and is a determinant of purchase behavior. Experiential need is recognized as an important aspect of consumption, especially for new products developed to meet consumer demand. Since luxury goods, by definition are relatively scarce, ownership of these types of products may fulfill consumers' need for uniqueness. In this study, value equity, relationship equity, and brand equity are examined as drivers of customer equity. The sample (n = 114) was undergraduate and graduate students at two private women's universities in Seoul, Korea. Data collection was conducted using a self-administered questionnaire survey in March, 2009. Data analysis included descriptive statistics, factor analysis, reliability analysis, and regression analysis using SPSS 15.0 software. Data analysis resulted in a number of conclusions. First, experiential need and fashion involvement positively influence participants' attitude toward luxury brands. Second, attitude toward luxury brands positively influences brand equity, followed by value equity and relationship equity. However, there is no significant relationship between attitude toward luxury brand and customer lifetime value. Finally, relationship equity positively influences customer lifetime value. In conclusion, young consumers are an important potential consumer group that tries different brands to discover the ones most suitable for them. Luxury marketers that use effective marketing strategies to attract and engender loyalty among this potentially lucrative consumer group may increase customer equity and lifetime value.