• Title/Summary/Keyword: Strategic Plan

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Site Selection Model for Wetland Restoration and Creation for the Circulation of Water in a Newly-built Community (신도시 물순환체계 구축을 위한 습지조성 입지선정에 관한 연구)

  • Choi, Hee-Sun;Kim, Kwi-Gon
    • Journal of the Korean Institute of Landscape Architecture
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    • v.36 no.6
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    • pp.43-54
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    • 2009
  • This study attempted to develop a model for selecting sites for ecologically effective, multi-functional wetlands during the environmental and ecological planning stage, prior to land use Planning. This model was developed with an emphasis upon the creation of a water circulation system for a newly-created city, dispersing and retaining the run-off that is increased due to urbanization and securing spaces to create wetlands that can promote urban biodiversity. A series of Precesses for selecting sites for wetland restoration and creation - watershed analysis, selection of evaluation items, calculation of weights, reparation of thematic maps and synthesis - were incorporated into the model. Its potentials and limitations were examined by applying it to the recently-planned WiRae New Community Development Area, which is located in the Seoul metropolitan region. At the watershed analysis stage, the site was divided into 13 sub-catchment areas. Inflow to watersheds including the area was $3,020,765m^3$ Run-off before and after development is estimated as $1,901,969m^3$ and $1,970,735{\sim}2,039,502m^3$, respectively. The total storage capacity required in the development area amounts to $68,766{\sim}137,533m^3$. When thematic maps were overlapped during the selection stage for wetland sites, 13 sub-catchment areas were prioritized for wetland restoration and creation. The locations and areas for retaining run-off showed that various types of wetlands, including retaining wetlands (area wetlands), riverine wetlands (linear wetlands) and pond wetlands (point wetlands), can be created and that they can be systematically connected. By providing a basic framework for the water circulation system plan of an entire city, it may be used effectively in the space planning stage, such as planning an urban eco-network through integration with greet areas. In order to estimate reasonable run-off and create an adequate water circulation system however, a feedback process following land use planning is required. This study strived to promote urban changes in a positive direction while minimizing urban changes in negative forms.

A Study on Basic Plan for Upscaling Environmental Conservation Value Assessment Map(ECVAM) of National Land in South Korea (대축척 국토환경성평가지도 작성방안 연구)

  • Lee, Moung-Jin;Jeon, Seong-Woo;Lee, Chong-Soo;Kang, Byung-Jin;Song, Won-Kyong
    • Journal of Environmental Policy
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    • v.6 no.3
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    • pp.115-145
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    • 2007
  • This study was performed for developing upscaling Environmental Conservation Value Assessment Map(ECVAM) of National Land in South Korea and presenting the application method of ECVAM. This ECVAM adopted the least indicator method and uses a Geographic Information System(GIS). This map is made through evaluation of 67 items. As a result, the construction of ECVAM was defined as a process of identifying land use to scientifically assess the physical and environmental value of land and classify conservation value into several grades for the sustainable management of environmental resources. After applying ECVAM criteria of five degrees to the whole of study area, Grade I, showing the highest conservation value, accounted for 29.3% by land area of ECVAM. Grades II, III, IV and V likewise accounted for, respectively, 21.7%, 17.2%, 7.1% and the lowest conservation value of 24.7%. other result, ECVAM and land suitability assessment agreement rate is Grade I 33.05%, Grades II, III, IV and V likewise accounted for 12.92%, 15.05%, 36.93% and last value of 53.28% This study set up "the realization of the improvement ECVAM" as the vision of the advancing strategy. In order to accomplish the vision, this study established the purpose as follow; constructing strategic assessment value relation to ECVAM based on knowledge, arranging the foundation to upscaling assessment value And this study devised preparatory plans to achieve the vision and the purpose as next; construction on base theme map by 1:5,000 scalie, base on land register theme map and precision land cover map. Therefore, for applying the result of this study to the upscaling Environmental Conservation Value Assessment Map(ECVAM), it considers regularly the systematic categorization of preceding item, consideration issue of national environmental geographic information using the ECVAM.

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Legal Status of Space Weaponization (우주공간에서의 무기배치와 사용의 법적 지위)

  • Shin, Hong-Kyun
    • The Korean Journal of Air & Space Law and Policy
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    • v.32 no.2
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    • pp.247-276
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    • 2017
  • The protection of space asset has been new major cause of space militarization. For such purpose, it has been officially announced that a policy of deterring and denying any adversaries from accessing the outer space. Space militarization is to be conversed into a new concept of space weaponization. The USA has announced its policy of space weaponization, while China and Russia have not revealed their plan or policy. Latter States, however, have proposed a draft treaty limiting the deployment of warfare in the outer space. The terms of the Outer Space Treaty, reflecting three significant United Nations General Assembly resolutions from the 1960s, support the position that ground rules must be observed in the exploration and the use of outer space, particularly in the absence of specific space law rules. Yet the combination (and culmination) of these two approaches to the legal regulation of outer space-specific rules as and when agreed by the international community and the translation of principles developed for terrestrial regulation to outer space-still leaves much room for uncertainty and exploitation for military and strategic purposes. As space weaponization may contribute to deterring the use of weapon, it may be not against the UN Charter Article 2(4). If space weaponization might generate the space debris such that the outer space is no more available for exploration and use, it is against the proportionality principle and discrimination principle enshrined in the laws of the war. But, if the limitation upon the kind and use of space weaponization is agreed among the States, then the space weaponization may not be against the laws of the war, and be considered permissible within the rationale of limited war.

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An Analysis of the Policy-Knowledge-Power Dynamics in Higher Education Reform in Transitional Myanmar (전환기 미얀마 정치사회변화와 신(新)고등교육 개혁: 정책·지식·권력의 역동을 중심으로)

  • Hong, Moon-Suk
    • Korean Journal of Comparative Education
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    • v.28 no.3
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    • pp.135-159
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    • 2018
  • This thesis compares and analyzes the dynamics between policy, knowledge and power of Myanmar's higher education development. The papers begins by exploring the dynamics during the Socialist Military Regime(1962~1988), the Collapse of Higher Education Era(1988~2010), Thein Sein's Reform Era(2010~2015) and the current Aung San Suu Kyi's Civilian Era(2015~Now). By highlighting recent dramatic policy changes, the article argues that the policy discourse on the subject of internationalization of higher education and the technocratization of education development policy by the current Civilian Government in its new policy discourse, that resulted in the active participation as well as the contributions of international donors has directly impacted on the policy dynamics around the Comprehensive Education Sector Review and the introduction of the National Education Strategic Plan 2016~2020. Further, by examining complex interaction between the current domestic education stakeholders and international donors in education sector in Myanmar, this thesis argues that the new analytical framework on the understanding of policy dynamics in developing countries goes beyond the national level. The paper argues that there needs to be broadening of the analytical framework towards the multidimensional analysis perspective that includes global, national as well as local level policy, knowledge and power dynamics in Myanmar's dynamically changing higher education sector.

A Review on the International Trends for Establishing Post-2020 National Targets Relevant to Protected Areas - Focused on the CBD Decisions and Aichi target-11 Achievement Status - (Post-2020 국가 보호지역 목표 설정을 위한 국제동향 고찰 - 생물다양성협약 결정문 및 글로벌 목표 성취현황 분석을 중심으로 -)

  • Heo, Hag Young
    • Korean Journal of Environment and Ecology
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    • v.34 no.6
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    • pp.601-609
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    • 2020
  • This study aims to draw suggestions for establishing the Post-2020 national policy direction and goals related to protected areas in Korea by analyzing the trends of major discussion issues on protected areas in the Convention on Biological Diversity (CBD) and reviewing the achievement progress of the Aichi target-11. Regarding the CBD decisions on protected areas, two decisions (Decisions II/7 and II/8) were adopted in 1995, and then the Program of Work on Protected Areas (PoWPA), which presented an ideal blueprint for protected areas, was adopted at the 7th Conference of the Parties (COP) in 2004. At the 10th COP in 2010, the "Strategic Plan for Biodiversity 2011-2020 and the Aichi Biodiversity Target" (Decision X/2) was adopted along with the Decision X/31, which presented ten key issues related to protected areas. The global outcomes of the Aichi Target-11 include 15% of the earth's land area and 7.4% of the ocean being designated as protected areas. In Korea, 16.63% of the land and 2.12% of the ocean have been designated as protected areas. However, the outcomes of the effective and equitable management, protection of areas important to biodiversity and ecosystem services, and identifying "Other effective area-based conservation measures" (OECMs) and linking them with protected areas have been found to be significantly short of global goals. The first draft of the Post-2020 Global Biodiversity Framework (Post-2020 GBF) prepared in January 2020 presented multi-step objectives. They included protecting at least 60% of particularly important sites for biodiversity through protected areas and other effective area-based conservation measures, at least 30% of the entire land and sea areas, and at least 10% of them under strict protection by 2030. The Updated Zero drafted in August 2020 concisely set out one quantitative goal of at least 30% of the globe by 2030, adding qualitative goals that these areas should be protected and conserved through "well connected and effective system of protected areas and OECMs at least 30 % of the planet with the focus on areas particularly important for biodiversity." Based on the draft Post-2020 GBF's targets related to protected areas and Korea's national targets reflecting the current state of Korea and established national plans, we suggest the national targets "to protect and conserve at least 30% of the land area and 10% of the marine area and to strengthen the means of qualitative achievement by establishing sub-targets through an effective system of protected areas and OECMs by 2030.".

Nanoscale Pattern Formation of Li2CO3 for Lithium-Ion Battery Anode Material by Pattern Transfer Printing (패턴전사 프린팅을 활용한 리튬이온 배터리 양극 기초소재 Li2CO3의 나노스케일 패턴화 방법)

  • Kang, Young Lim;Park, Tae Wan;Park, Eun-Soo;Lee, Junghoon;Wang, Jei-Pil;Park, Woon Ik
    • Journal of the Microelectronics and Packaging Society
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    • v.27 no.4
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    • pp.83-89
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    • 2020
  • For the past few decades, as part of efforts to protect the environment where fossil fuels, which have been a key energy resource for mankind, are becoming increasingly depleted and pollution due to industrial development, ecofriendly secondary batteries, hydrogen generating energy devices, energy storage systems, and many other new energy technologies are being developed. Among them, the lithium-ion battery (LIB) is considered to be a next-generation energy device suitable for application as a large-capacity battery and capable of industrial application due to its high energy density and long lifespan. However, considering the growing battery market such as eco-friendly electric vehicles and drones, it is expected that a large amount of battery waste will spill out from some point due to the end of life. In order to prepare for this situation, development of a process for recovering lithium and various valuable metals from waste batteries is required, and at the same time, a plan to recycle them is socially required. In this study, we introduce a nanoscale pattern transfer printing (NTP) process of Li2CO3, a representative anode material for lithium ion batteries, one of the strategic materials for recycling waste batteries. First, Li2CO3 powder was formed by pressing in a vacuum, and a 3-inch sputter target for very pure Li2CO3 thin film deposition was successfully produced through high-temperature sintering. The target was mounted on a sputtering device, and a well-ordered Li2CO3 line pattern with a width of 250 nm was successfully obtained on the Si substrate using the NTP process. In addition, based on the nTP method, the periodic Li2CO3 line patterns were formed on the surfaces of metal, glass, flexible polymer substrates, and even curved goggles. These results are expected to be applied to the thin films of various functional materials used in battery devices in the future, and is also expected to be particularly helpful in improving the performance of lithium-ion battery devices on various substrates.

A Study on the Pattern and Promotion of Landscape Architects Participation in Urban Regeneration Projects- Focusing on the Urban Regeneration New Deal Project (2017-2019) - (도시재생사업에서 조경의 참여 양상과 증진 모색 - 도시재생 뉴딜 선정사업(2017-2019)을 중심으로 -)

  • Lee, Jeong-Hee;Yun, Young-Jo
    • Journal of the Korean Institute of Landscape Architecture
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    • v.50 no.6
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    • pp.96-109
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    • 2022
  • This study aims to identify the role and the use of landscape architects as a core strategy in urban regeneration projects by project type. This study attempted to find ways to promote landscape architects' participation patterns and characteristics in promoting urban regeneration and revitalization plans. Among the New Deal projects, from 2017 to 2019, when the urban regeneration projects were promoted, a total of 822 projects with terms such as park, garden, landscaping, rest space, forest, greening, planting, and flowers were included, In this study, an integrated approach was applied, considering the status of landscape architects participation, a literature survey by project entity, analysis of prior research, revitalization plan reports, and interviews by project entity, and aspects and characteristics of landscape architects participation according to project type. The results were classified. In the urban regeneration projects, the landscape characteristics were analyzed in terms of hardware or software participation methods according to the project type, and the participation patterns and promotion measures of landscape architecture and ways to promote them identified in the course of the project are as follows. First, the role and participation pattern of landscape architects in urban regeneration projects differed depending on the type of project. As the prerequisites for each type of project, the subject of the project, the direction, the differentiation of the regeneration strategy for each project, and the level of participation of residents interacted in a complex way. The participation of landscape architects has changed and expanded its meaning and role. Second, the change and value of the expanded the participation method of landscape architects in the urban regeneration project and appeared as a multi-purpose and complex role in the process of a project, indicating that the value of landscape in the classical sense is changing and its substantive aspect depends on the type of project. Third, this study confirmed the importance of recognizing the role and value of 'landscape architecture' as a strategic and practical means of regeneration that can be utilized. Therefore, in order to promote the participation of landscape architects, diversification is required through changes in participation methods according to urban regeneration strategies for each project, rather than participation focused on hardware projects, such as park creation in terms of form and place. In addition, it was confirmed that the participation of landscape architects, which play an important role in fostering a sense of community among residents as an experience and activity program, should be further activated in terms of the process of the ideal way of existence. This study is meaningful in that it substantially grasps that the role of landscape architects is expanding as the subject of urban regeneration projects, and presents the direction for its promotion. Participation and research should be continued.

A Study on Legal and Regulatory Improvement Direction of Aeronautical Obstacle Management System for Aviation Safety (항공안전을 위한 장애물 제한표면 관리시스템의 법·제도적 개선방향에 관한 소고)

  • Park, Dam-Yong
    • The Korean Journal of Air & Space Law and Policy
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    • v.31 no.2
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    • pp.145-176
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    • 2016
  • Aviation safety can be secured through regulations and policies of various areas and thorough execution of them on the field. Recently, for aviation safety management Korea is making efforts to prevent aviation accidents by taking various measures: such as selecting and promoting major strategic goals for each sector; establishing National Aviation Safety Program, including the Second Basic Plan for Aviation Policy; and improving aviation related legislations. Obstacle limitation surface is to be established and publicly notified to ensure safe take-off and landing as well as aviation safety during the circling of aircraft around airports. This study intends to review current aviation obstacle management system which was designed to make sure that buildings and structures do not exceed the height of obstacle limitation surface and identify its operating problems based on my field experience. Also, in this study, I would like to propose ways to improve the system in legal and regulatory aspects. Nowadays, due to the request of residents in the vicinity of airports, discussions and studies on aviational review are being actively carried out. Also, related ordinance and specific procedures will be established soon. However, in addition to this, I would like to propose the ways to improve shortcomings of current system caused by the lack of regulations and legislations for obstacle management. In order to execute obstacle limitation surface regulation, there has to be limits on constructing new buildings, causing real restriction for the residents living in the vicinity of airports on exercising their property rights. In this sense, it is regarded as a sensitive issue since a number of related civil complaints are filed and swift but accurate decision making is required. According to Aviation Act, currently airport operators are handling this task under the cooperation with local governments. Thus, administrative activities of local governments that have the authority to give permits for installation of buildings and structures are critically important. The law requires to carry out precise surveying of vast area and to report the outcome to the government every five years. However, there can be many problems, such as changes in the number of obstacles due to the error in the survey, or failure to apply for consultation with local governments on the exercise of construction permission. However, there is neither standards for allowable errors, preventive measures, nor penalty for the violation of appropriate procedures. As such, only follow-up measures can be taken. Nevertheless, once construction of a building is completed violating the obstacle limitation surface, practically it is difficult to take any measures, including the elimination of the building, because the owner of the building would have been following legal process for the construction by getting permit from the government. In order to address this problem, I believe penalty provision for the violation of Aviation Act needs to be added. Also, it is required to apply the same standards of allowable error stipulated in Building Act to precise surveying in the aviation field. Hence, I would like to propose the ways to improve current system in an effective manner.

Effects of Joining Coalition Loyalty Program : How the Brand affects Brand Loyalty Based on Brand Preference (브랜드 선호에 따라 제휴 로열티 프로그램 가입이 가맹점 브랜드 충성도에 미치는 영향)

  • Rhee, Jin-Hwa
    • Journal of Distribution Research
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    • v.17 no.1
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    • pp.87-115
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    • 2012
  • Introduction: In these days, a loyalty program is one of the most common marketing mechanisms (Lacey & Sneath, 2006; Nues & Dreze, 2006; Uncles et al., 20003). In recent years, Coalition Loyalty Program is more noticeable as one of progressed forms. In the past, loyalty program was operating independently by single product brand or single retail channel brand. Now, companies using Coalition Loyalty Program share their programs as one single service and companies to participate to this program continue to have benefits from their existing program as well as positive spillover effect from the other participating network companies. Instead of consumers to earn or spend points from single retail channel or brand, consumers will have more opportunities to utilize their points and be able to purchase other participating companies products. Issues that are related to form of loyalty programs are essentially connected with consumers' perceived view on convenience of using its program. This can be a problem for distribution companies' strategic marketing plan. Although Coalition Loyalty Program is popular corporate marketing strategy to most companies, only few researches have been published. However, compared to independent loyalty program, coalition loyalty program operated by third parties of partnership has following conditions: Companies cannot autonomously modify structures of program for individual companies' benefits, and there is no guarantee to operate and to participate its program continuously by signing a contract. Thus, it is important to conduct the study on how coalition loyalty program affects companies' success and its process as much as conducting the study on effects of independent program. This study will complement the lack of coalition loyalty program study. The purpose of this study is to find out how consumer loyalty affects affiliated brands, its cause and mechanism. The past study about loyalty program only provided the variation of performance analysis, but this study will specifically focus on causes of results. In order to do these, this study is designed and to verify three primary objects as following; First, based on opinions of Switching Barriers (Fornell, 1992; Ping, 1993; Jones, et at., 2000) about causes of loyalty of coalition brand, 'brand attractiveness' and 'brand switching cost' are antecedents and causes of change in 'brand loyalty' will be investigated. Second, influence of consumers' perception and attitude prior to joining coalition loyalty program, influence of program in retail brands, brand attractiveness and spillover effect of switching cost after joining coalition program will be verified. Finally, the study will apply 'prior brand preference' as a variable and will provide a relationship between effects of coalition loyalty program and prior preference level. Hypothesis Hypothesis 1. After joining coalition loyalty program, more preferred brand (compared to less preferred brand) will increase influence on brand attractiveness to brand loyalty. Hypothesis 2. After joining coalition loyalty program, less preferred brand (compared to more preferred brand) will increase influence on brand switching cost to brand loyalty. Hypothesis 3. (1)Brand attractiveness and (2)brand switching cost of more preferred brand (before joining the coalition loyalty program) will influence more positive effects from (1)program attractiveness and (2)program switching cost of coalition loyalty program (after joining) than less preferred brand. Hypothesis 4. After joining coalition loyalty program, (1)brand attractiveness and (2)brand switching cost of more preferred brand will receive more positive impacts from (1)program attractiveness and (2)program switching cost of coalition loyalty program than less preferred brand. Hypothesis 5. After joining coalition loyalty program, (1)brand attractiveness and (2)brand switching cost of more preferred brand will receive less impacts from (1)brand attractiveness and (2)brand switching cost of different brands (having different preference level), which joined simultaneously, than less preferred brand. Method : In order to validate hypotheses, this study will apply experimental method throughout virtual scenario of coalition loyalty program if consumers have used or available for the actual brands. The experiment is conducted twice to participants. In a first experiment, the study will provide six coalition brands which are already selected based on prior research. The survey asked each brand attractiveness, switching cost, and loyalty after they choose high preference brand and low preference brand. One hour break was provided prior to the second experiment. In a second experiment, virtual coalition loyalty program "SaveBag" was introduced to participants. Participants were informed that "SaveBag" will be new alliance with six coalition brands from the first experiment. Brand attractiveness and switching cost about coalition program were measured and brand attractiveness and switching cost of high preference brand and low preference brand were measured as same method of first experiment. Limitation and future research This study shows limitations of effects of coalition loyalty program by using virtual scenario instead of actual research. Thus, future study should compare and analyze CLP panel data to provide more in-depth information. In addition, this study only proved the effectiveness of coalition loyalty program. However, there are two types of loyalty program, which are Single and Coalition, and success of coalition loyalty program will be dependent on market brand power and prior customer attitude. Therefore, it will be interesting to compare effects of two programs in the future.

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Study on the Relationships Among Perceived Shopping Values, Brand Equity, and Store Loyalty of Korean and Chinese Consumers: A Case of Large Discount Store (한국과 중국 소비자의 쇼핑 경험가치 지각과 브랜드자산 및 점포충성도의 관계에 관한 비교 연구: 대형 할인점을 중심으로)

  • Hwang, Soonho;Oh, Jongchul;Yoon, Sungjoon
    • Asia Marketing Journal
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    • v.14 no.2
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    • pp.209-237
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    • 2012
  • 1. Research Purpose Consumers rely on various clues to evaluate their decision to patronize a retail store, and store brand is one of them (Dodds 1991; Grewal et al. 1998). As consumers find ever increasing variety of contact points connecting them to specific store, the value of experiential shopping as a means of increasing store's brand equity warrants greater attention from scholars of retail management. Retail shopping values are credited for creating not only cognitive experiences like brand knowledge but also emotional experiences such as shopping pleasure and pride (Schmitt 1999). This may be because today's consumers place emphasis on emotional values associated with shopping pleasure, lifestyle brought to life, brand relationship, and store atmosphere more than utilitarian values such as product quality and price. Many previous literature found this to be true (Ahn and Lee 2011; Mathwick et al. 2001). This brings forth important research issues and questions regarding the roles of shopping experiential values and brand equity with regard to consumer's retail patronage choice. However, despite this importance, research on this area remains quite inadequate (Hwang 2010). For this reason, this study aims to verify the relationships among experiential shopping values, retail store brand equity and tries to link that with customer loyalty by surveying large-scale discount store shoppers in Korea and China. 2. Research Contents In order to carry out the research objective, this study conducted comprehensive literature survey on previous literature by discussing major findings and implications with regard to shopping values and retail brand equity and store loyalty. For data collection, researcher employed survey-based research method where data were collected in two major cities of Korea (Seoul) and China (Bejing) and sampling frame was based on patrons of large discount stores in both countries. Specific research questions raised in this study are as follows; RQ1: How do Korean and Chinese consumers differently perceive of shopping values regarding shopping at large-sclae discount stores? RQ2: Are there differences in consumers' emotional consumption propensities? RQ3: Do Korean and Chinese consumers display different perceptions of brand equity towards large-scale discount stores? RQ4: Are there differences in relationships between shopping values and brand equity for Korean and Chinese consumers? For statistical analysis, SPSS17.0, AMOS17.0 and SmartPLS were employed. 3. Research Results The data collected through face-to-face survey conducted in Seoul and Bejing revealed appropriate data validity and reliability as a result of exploratory/confirmatory factor analysis and reliability tests, andh SEM model yielding satisfactory model fitness. The result of the study may be summarized by three main points. First, as a result of testing differences in consumption dispositions, Chinese consumers showed higher scores in aesthetic and symbolic dispositions, whereas Korean consumers scored higher in hedonic disposition. Second, testing on perceptions toward brand equity of large discount stores showed that Korean consumers exhibited more positive perceptions of brand awareness and brand image than Chinese counterparts. Third, the result of exploratory factor analysis on the experiential shopping values revealed different factors for each country. On Korean side, consumer interest value, aesthetic value, and hedonic value were prominent, whereas on Chinese side, hedonic value, aesthetic value, consumer interest value, and service excellence value were found salient. 4. Research Implications While many previous studies on inter-country differences in retailing area mainly focused on cultural dispositions or orientations to explain the differences, this study sets itself apart by specifically targeting individual consumer's shopping values from an experiential viewpoint. The study result provides important theoretical as well as practical implications for large-scale discount store, especially the impotance of fully exploring the linkage between shopping values and brand equity, which has significant influence on loyalty. Therefore, the specific implications deriving from the result shed some important insights upon the consumption values based on shopping experiences and brand equity. The differences found in store shoppers between the two countries may also provide useful insights for Korean and Chinese retailers who plan to expand their operations globally. Related strategic implications derived from this study is the importance of localizing retail strategy which is based on the differences found in experiential shopping values between the two country groups. Especially the finding that Chinese consumers value consumer interest and service excellence, whereas Koreans place importance on hedonic or aesthetic values indicates the need to differentiate the consumer's psychographical profiles when it comes to expanding retail operations globally. Particularly important will be to pursue price-orienated strategy in China in consideration of the high emphasis on consumer interests and service excellence, but to emphasize the symbolic aspects of brand equity in Korea by maximizing the brand equity associated with aesthetic values and hedonic orientations. 5. Recommendations This study focused on generic retail branded discount stores in both countries, thus making it difficult to tease out store-specific strategies based on specific retail brands. Future studies may benefit fro employing actual brand names in survey questionnaire to verify relationship between shopping values and brand-based store strategy. As with other studies of this nature, this study needs to strengthen the result's generalizability by selecting respondents from a wider spectrum of respondents.

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