• Title/Summary/Keyword: Stress scale

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The Assessment on Health Status of Workers by using HPLP and Sa-sang Constitutional Questionnaire (HPLP와 사상체질설문(四象體質說問)을 이용(利用)한 근로자(勤勞者)들의 건강상태(健康狀態) 평가(評價))

  • Choi Mun-Il;Lee Eun-Kyoung;Kwon So-Hee;Ko Kwang-Jae;Seo Byeong-Yun;Jeoung Jae-Yeal;Jahng Doo-Sub;Song Yung-Sun;Lee Ki-Nam
    • Journal of Society of Preventive Korean Medicine
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    • v.5 no.1
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    • pp.41-56
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    • 2001
  • Overview: The purpose of this study was to evaluate the determinants on the correlation between constitution and health promoting lifestyle profile on the workers. Also, the questionnaire on the HPLP (health promoting lifestyle profile) of Walker(1987) and Sa-sang constitution of Lee(l894) were utilized Methods: Data from a representative sample of 652 workers were analyzed Pearson's chi-square test analysis was utilized to test the explanatory causal model and to determine the direct and indirect effects of independent variables on quality of life. Results: Constitutional distribution among exposed group, were Tae-eum In(43.7%), So-eum In(33.6%), and So-yang In(22.7%). The degree of the subjects practicing health promoting lifestyle, on a scale of 1 to 4, is an average of 2.62, personal relations 2.94, self-realization 2.86, stress management 2.71, nutrition 2.68, responsibility for health 2.37, and exercise 2.21, with personal relations earning the highest points and exercise the lowest As for factors influencing health promoting lifestyle, there is significant difference between sex and age. That is female and higher age. On the difference between constitution and health promoting lifestyle, Tae-eum In is the highest all area except personal relations. So-eum In is the lowest all area except responsibility for health. Conclusions: Tae-eum In totally do health promoting lifestyle well but So-eum In relatively not. On the Study we used the HPLP(health promoting lifestyle profile) on the premise that each person's daily life, the attitude and the practice level to the health have an influence on the health. So in the constitution there is a little differences in the consideration and the practice level and health condition will be different. On this study we finish up by knowing about the health promoting lifestyle. But on next time we will have to go on studying about the sign and the comparison with the result of western and oriental medical health examination to the each constitution on carrying out continuously oriental medical health examination.

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A Study of Iljiam Tea Garden of Daeheung-sa at Mt. Dooryun - Focusing on the Comparison between Poetry and Current State - (두륜산 대흥사 일지암 다정(茶庭)의 일고찰(一考察) - 시문과 현황 비교를 중심으로 -)

  • Rho, Jae-Hyun
    • Journal of the Korean Institute of Traditional Landscape Architecture
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    • v.30 no.3
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    • pp.97-110
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    • 2012
  • This study aimed at considering the original shape of Iljiam Tea Garden at Mt. Daedun. In order to accomplish our goal, we tried to strengthen the authenticity of construction of Iljiam by comparing its space structure depicted in the poetry of Choeui(艸衣) the monk with its current restored state. According to the clues and situation in the poetry along with symbolic words like 'Choeui' and 'Ilji(一枝)', Iljiam seemed to be a tea garden with elegant and celestial beauties, and with a nice view where Choeui the famous monk searched for the highest state of enlightenment by enjoying and living in nature. When we compared the plural aspects of Iljiam like Dacheon(茶泉), Dajo, Mulhwak, Darim(茶林), Chaewon(菜園), and Yeonji(蓮池) with those of Dasan Tea Garden[茶山草堂], we could see that the basic components of tea-culture space of both gardens are the same, showing the organizational principle of the top and bottom area to stress reading and studying. When it is restored, the authenticity of Iljiam should be pursued by linking spatial, historical, and landscaping characteristics as the space of which Choeui the monk carried out Zen meditation and mastered tea. However, the recent grand scale Buddhist business like the expansion of access road and construction of Buddhist sanctuary and Seolimdang became the biggest threat to the authenticity. Especially, it was emphasized many times in various poetry that the view from Iljiam and its surroundings is extraordinary, so it is critical to get rid of obstacles to the view from Iljiam and its surroundings in order to restore Iljiam as its genuine form. The current Iljiam should be re-made because it is like a leaf-roofed garden, not like a hermitage. However, the opinion that Jawoohongryeon-sa(紫芋紅蓮社) is somewhat a Taoistic and Taoist hermit space with a special shape adopted the pattern of building of the Joseon period rather than a Buddhist building can be accepted as long as other convincing historical evidences are found out, considering the ideology of uniting Confucianism and Buddhism and the spirit of Taoist hermit found out from poetry of Choeui and his friends. In conclusion, the restoration of Iljiam in 1979 was carried out to restore the place of Iljiam rather than to restore the originality of Iljiam by combining and referring domestic cases of tea gardens. However, there is not much material for restoration even though the main frame of Iljiam was distorted. Nevertheless, the top and bottom ponds should be constructed as a rectangle shape. In addition, it can be improved much in terms of plants and trees. It is necessary to restore bamboo forest, which was razed in order to make a tea plantation around Seolimdang, to set vines of arbors above the upper limbs, to plant pine trees and willow trees inside of the garden, and to put Dajeolgu under the corner of the eaves. Especially, the bamboo forest emphasized in poetry and took care of by Choeui himself should be restored inside of the garden.

Analysis of Ice Velocity Variations of Nansen Ice Shelf, East Antarctica, from 2000 to 2017 Using Landsat Multispectral Image Matching (Landsat 다중분광 영상정합을 이용한 동남극 난센 빙붕의 2000-2017년 흐름속도 변화 분석)

  • Han, Hyangsun;Lee, Choon-Ki
    • Korean Journal of Remote Sensing
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    • v.34 no.6_2
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    • pp.1165-1178
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    • 2018
  • Collapse of an Antarctic ice shelf and its flow velocity changes has the potential to reduce the restraining stress to the seaward flow of the Antarctic Ice Sheet, which can cause sea level rising. In this study, variations in ice velocity from 2000 to 2017 for the Nansen Ice Shelf in East Antarctica that experienced a large-scale collapse in April 2016 were analyzed using Landsat-7 Enhanced Thematic Mapper Plus (ETM+) and Landsat-8 Operational Land Imager (OLI) images. To extract ice velocity, image matching based on orientation correlation was applied to the image pairs of blue, green, red, near-infrared, panchromatic, and the first principal component image of the Landsat multispectral data, from which the results were combined. The Landsat multispectral image matching produced reliable ice velocities for at least 14% wider area on the Nansen Ice Shelf than for the case of using single band (i.e., panchromatic) image matching. The ice velocities derived from the Landsat multispectral image matching have the error of $2.1m\;a^{-1}$ compared to the in situ Global Positioning System (GPS) observation data. The region adjacent to the Drygalski Ice Tongue showed the fastest increase in ice velocity between 2000 and 2017. The ice velocity along the central flow line of the Nansen Ice Shelf was stable before 2010 (${\sim}228m\;a^{-1}$). In 2011-2012, when a rift began to develop near the ice front, the ice flow was accelerated (${\sim}255m\;a^{-1}$) but the velocity was only about 11% faster than 2010. Since 2014, the massive rift had been fully developed, and the ice velocity of the upper region of the rift slightly decreased (${\sim}225m\;a^{-1}$) and stabilized. This means that the development of the rift and the resulting collapse of the ice front had little effect on the ice velocity of the Nansen Ice Shelf.

Effect of Bottom Hole Pressure and Depressurization Rate on Stability and Gas Productivity of Hydrate-bearing Sediments during Gas Production by Depressurization Method (감압법을 이용한 가스 생산 시 하이드레이트 부존 퇴적층의 지반 안정성 및 가스 생산성에 대한 시추 공저압 및 감압 속도의 영향)

  • Kim, Jung-Tae;Kang, Seok-Jun;Lee, Minhyeong;Cho, Gye-Chun
    • Journal of the Korean Geotechnical Society
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    • v.37 no.3
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    • pp.19-30
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    • 2021
  • The presence of the hydrate-bearing sediments in Ulleung Basin of South Korea has been confirmed from previous studies. Researches on gas production methods from the hydrate-bearing sediments have been conducted worldwide. As production mechanism is a complex phenomenon in which thermal, hydraulic, and mechanical phenomena occur simultaneously, it is difficult to accurately conduct the productivity and stability analysis of hydrate bearing sediments through lab-scale experiments. Thus, the importance of numerical analysis in evaluating gas productivity and stability of hydrate-bearing sediments has been emphasized. In this study, the numerical parametric analysis was conducted to investigate the effects of the bottom hole pressure and the depressurization rate on the gas productivity and stability of hydrate-bearing sediments during the depressurization method. The numerical analysis results confirmed that as the bottom hole pressure decreases, the productivity increases and the stability of sediments deteriorates. Meanwhile, it was shown that the depressurization rate did not largely affect the productivity and stability of the hydrate-bearing sediments. In addition, sensitivity analysis for gas productivity and stability of the sediments were conducted according to the depressurization rate in order to establish a production strategy that prevents sand production during gas production. As a result of the analysis, it was confirmed that controlling the depressurization rate from a low value to a high value is effective in securing the stability. Moreover, during gas production, the subsidence of sediments occurred near the production well, and ground heave occurred at the bottom of the production well due to the pressure gradient. From these results, it was concluded that both the productivity and stability analyses should be conducted in order to determine the bottom hole pressure when producing gas using the depressurization method. Additionally, the stress analysis of the production well, which is induced by the vertical displacements of sediments, should be evaluated.

Plasma Levels of Cytokines in Patients with Postpartum Depression (산후우울증 환자에서 혈장 Cytokine의 농도변화에 대한 전향적 연구)

  • Lee, Younjung;Kim, Yong-Ku;Kim, Kye-Hyun;Lee, Bun-Hee
    • Korean Journal of Psychosomatic Medicine
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    • v.28 no.2
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    • pp.177-184
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    • 2020
  • Objectives : Postpartum depression is known to occur in 10-15% of mothers. The concentration of cytokine varies depending on stress, depression, pregnancy and general medical conditions. We hypothesized that the concentration of cytokines may be related to reproduction and childbirth, and that women with postpartum depression would show alterations in cytokines levels. Methods : A total of 104 pregnant women were selected as subjects, and 60 non-pregnant women were selected as normal controls. Symptoms of depression were evaluated in the pregnant study subjects using the diagnostic criteria outlined in the Edinburgh Postnatal Depression Scale (EPDS). The pregnant subjects were divided into three groups perinatal non-depression controls (n=61), postpartum depression-recovery (n=18), and postpartum depression (n=25). Results : The plasma concentration of TGF-β1, IGF-1 was higher in the pregnant group than in non-pregnant controls (TGF-β1 ; p<0.01, IGF-1 ; p=0.026). At 24 weeks of pregnancy and 6 weeks of delivery, there were no significant differences in the plasma concentration of TGF-β1, IGF-1, β-NGF, IL-2, IL-4, IL-6, IFN-γ, TNF-α between the three groups. There was no statistically significant difference in all three groups during the course of depression in pregnant women. Conclusions : This study found significant difference in plasma cytokines concentrations between non-pregnant controls and perinatal non-depression controls.

An Historical and Cultural Analysis on the Eastern and Western Moat (동·서양 해자(垓字)의 역사와 문화적 해석)

  • Jung, Yong-Jo;Sim, Woo-Kyung
    • Journal of the Korean Institute of Traditional Landscape Architecture
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    • v.29 no.1
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    • pp.105-120
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    • 2011
  • A moat is a pond or waterway paved on the outside of a fortress that is one of the facilities to prevent enemy from approaching the fortress wall or classify it as the boundary space, moats had existed in Europe, Asia and the America from ancient times to medieval times. however it is has been disappeared in modem society. In addition, a moat is a great value in historical and cultural sense such as offering a variety of cultural activities and habitats for animals, but unfortunately there is little consideration of its restoration plan. This research is aimed to investigate historical and cultural meaning and significance of moats which had been existing from ancient times to medieval times in the Eastern and Western. For this purpose, this research analyzed concepts and functions in consideration with times and ideological backgrounds of moats in Korea, China, and Japan. Results were as follows: 1. Moats in Korea existed not only in the castle towns of Goguryeo but also in ancient castle towns of Baekje and Silla. Natural moats and artificial moats existed around castles that were built to prevent and disconnect accessibility of enemies In Goryeo Dynasty and Chosun Dynasty, moats were also used as a defensive function. 2. A moat was generally installed by digging in the ground deep and wide at regular intervals from the ramparts, A moat was installed not only around a castle but also in its interiors. Moats outside castles played an important role in stomping the ground hard besides enhancing its defensive power. In addition, water bodies around a facility often discouraged people's access and walls or fences segregated space physically, but a moat with its open space had an alert and defensive means while pertaining its visual characteristics. 3. The moat found at Nagan Eupseong rumor has it that a village officials' strength was extremely tough due to strong energy of the blue dragon[Dongcheon] in Pungsujiri aspects, so such worries could be eliminated by letting the stream of the blue dragon flow in the form of 'S'. 4. The rampart of the Forbidden City of China is 7.9 meters high, and 3,428 meters long in circumference. It was built with 15 layers of bricks which were tamped down after being mixed with glutinous rice and earth, so it is really solid. The moat of the Forbidden City is 52 meters in width and 6 meters in depth, which surrounds the rampart of the Forbidden City, possibly blocking off enemies' approach. 5. Japan moats functioned as waterways due to their location in cities, further, with the arrangement of leisure facilities nearby, such as boating, fishing from boats, and restaurants, it helped relieve city dwellers' stress and functions as a lively city space. 6. Korean moats are smaller in scale than those of the Forbidden City of China, and Edo, and Osaka castles in Japan, Moats were mostly installed to protect royal palaces or castles in the Eastern Asia whereas moats were installed to protect kings, lords, or properties of wealthy people in the west.

Study on the Multilevel Effects of Integrated Crisis Intervention Model for the Prevention of Elderly Suicide: Focusing on Suicidal Ideation and Depression (노인자살예방을 위한 통합적 위기개입모델 다층효과 연구: 자살생각·우울을 중심으로)

  • Kim, Eun Joo;Yook, Sung Pil
    • 한국노년학
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    • v.37 no.1
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    • pp.173-200
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    • 2017
  • This study is designed to verify the actual effect on the prevention of the elderly suicide of the integrated crisis intervention service which has been widely provided across all local communities in Gyeonggi-province focusing on the integrated crisis intervention model developed for the prevention of elderly suicide. The integrated crisis intervention model for the local communities and its manual were developed for the prevention of elderly suicide by integrating the crisis intervention theory which contains local community's integrated system approach and the stress vulnerability theory. For the analysis of the effect, the geriatric depression and suicidal ideation scale was adopted and the data was collected as follows; The data was collected from 258 people in the first preliminary test. Then, it was collected from the secondary test of 184 people after the integrated crisis intervention service was performed for 6 months. The third collection of data was made from 124 people after 2 or 3 years later using the backward tracing method. As for the analysis, the researcher used the R Statistics computing to conduct the test equating, and the vertical scaling between measuring points. Then, the researcher conducted descriptive statistics analysis and univariate analysis of variance, and performed multi-level modeling analysis using Bayesian estimation. As a result of the study, it was found out that the integrated crisis intervention model which has been developed for the elderly suicide prevention has a statistically significant effect on the reduction of elderly suicide in terms of elderly depression and suicide ideation in the follow-up measurement after the implementation of crisis intervention rather than in the first preliminary scores. The integrated crisis intervention model for the prevention of elderly suicide was found to be effective to the extent of 0.56 for the reduction of depression and 0.39 for the reduction of suicidal ideation. However, it was found out in the backward tracing test conducted 2-3 years after the first crisis intervention that the improved values returned to its original state, thus showing that the effect of the intervention is not maintained for long. Multilevel analysis was conducted to find out the factors such as the service type(professional counseling, medication, peer counseling), characteristics of the client (sex, age), the characteristics of the counselor(age, career, major) and the interaction between the characteristics of the counselor and intervention which affect depression and suicidal ideation. It was found that only medication can significantly reduce suicidal ideation and that if the counselor's major is counseling, it significantly further reduces suicidal ideation by interacting with professional counseling. Furthermore, as the characteristics of the suicide prevention experts are found to regulate the intervention effect on elderly suicide prevention in applying integrated crisis intervention model, the primary consideration should be given to the counseling ability of these experts.

Temperature and Solar Radiation Prediction Performance of High-resolution KMAPP Model in Agricultural Areas: Clear Sky Case Studies in Cheorwon and Jeonbuk Province (고해상도 규모상세화모델 KMAPP의 농업지역 기온 및 일사량 예측 성능: 맑은 날 철원 및 전북 사례 연구)

  • Shin, Seoleun;Lee, Seung-Jae;Noh, Ilseok;Kim, Soo-Hyun;So, Yun-Young;Lee, Seoyeon;Min, Byung Hoon;Kim, Kyu Rang
    • Korean Journal of Agricultural and Forest Meteorology
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    • v.22 no.4
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    • pp.312-326
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    • 2020
  • Generation of weather forecasts at 100 m resolution through a statistical downscaling process was implemented by Korea Meteorological Administration Post- Processing (KMAPP) system. The KMAPP data started to be used in various industries such as hydrologic, agricultural, and renewable energy, sports, etc. Cheorwon area and Jeonbuk area have horizontal planes in a relatively wide range in Korea, where there are many complex mountainous areas. Cheorwon, which has a large number of in-situ and remotely sensed phenological data over large-scale rice paddy cultivation areas, is considered as an appropriate area for verifying KMAPP prediction performance in agricultural areas. In this study, the performance of predicting KMAPP temperature changes according to ecological changes in agricultural areas in Cheorwon was compared and verified using KMA and National Center for AgroMeteorology (NCAM) observations. Also, during the heat wave in Jeonbuk Province, solar radiation forecast was verified using Automated Synoptic Observing System (ASOS) data to review the usefulness of KMAPP forecast data as input data for application models such as livestock heat stress models. Although there is a limit to the need for more cases to be collected and selected, the improvement in post-harvest temperature forecasting performance in agricultural areas over ordinary residential areas has led to indirect guesses of the biophysical and phenological effects on forecasting accuracy. In the case of solar radiation prediction, it is expected that KMAPP data will be used in the application model as detailed regional forecast data, as it tends to be consistent with observed values, although errors are inevitable due to human activity in agricultural land and data unit conversion.

Synthesis of Uniform Silica Nanoparticles using Tap, Industrial, and Stream water and Their Application to Electro-responsive Smart Fluid System (상수, 공업용수, 및 하천수를 활용한 균일한 실리카 나노입자 합성 및 전기감응형 스마트유체로의 응용)

  • Ha-Yeong Kim;Suk Jekal;Neunghi Lee;Minki Sa;Dong Hyun Kim;Min Sang Kim;Jiwon Kim;Chang-Min Yoon
    • Journal of the Korea Organic Resources Recycling Association
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    • v.31 no.1
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    • pp.47-56
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    • 2023
  • This study describes the successful synthesize strategy for the silica nanoparticles utilizing various water sources, including tap, industrial, and stream waters without using deionized water. Also, as-synthesized silica nanoparticles are employed as dispersive materials for the electro-responsive smart fluid application. Specifically, homogeneous silica nanoparticles with sizes of 500-700nm are successfully prepared in large scale at once (ca. 12.0 g) with the described experimental method and showing similar structural and chemical characteristics with silica nanoparticles synthesized using the deionized water. The size of silica nanoparticles are varied according to the ion conductivity differences of tap, industrial, stream water, and deionized water. The size of silica nanoparticles decresed with the increased ion conductivity, indicating the ion suppression of growth of silica nanoparticles. Moreover, as-synthesized silica nanoparticles from various water sources of electro-responsive characteristic are investigated by the smart fluid application. The smart fluids containing silica nanoparticles synthesized by tap, industrial, and stream water exhibited higher shear stress compared to the deionized water, owing to the more rigid fibril-like structures formed by the smaller silica nanoparticles. Conclusively, uniform silica nanoparticles from various water sources without any purification are able to successfully prepared without usage of deionized water and resulting silica nanoparticles manifested higher electro-responsive performance.

Perceptional Change of a New Product, DMB Phone

  • Kim, Ju-Young;Ko, Deok-Im
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.3
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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.

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