• Title/Summary/Keyword: Structural test

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Corrosion Rate of Structural Pipes for Greenhouse (온실 구조용 파이프의 부식속도 검토)

  • Yun, Sung-Wook;Choi, Man Kwon;Lee, Si Young;Moon, Sung Dong;Yoon, Yong Cheol
    • Journal of Bio-Environment Control
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    • v.24 no.4
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    • pp.333-340
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    • 2015
  • Because soils in reclaimed lands nearby coastal areas have much higher salinity and moisture content than soils in inland area, parts of greenhouses embedded in such soils are exposed to highly corrosive environments. Owing to the accelerated corrosion of galvanized steel pipes for substrucrture and structure of greenhouses in saline environments, repair and reinforcement technologies and efficient maintenance and management for the construction materials in such facilities are required. In this study, we measured the corrosion rates of the parts used for greenhouse construction that are exposed to the saline environment to obtain a basic database for the establishment of maintenance and reinforcement standards for greenhouse construction in reclaimed lands with soils with high salinity. All the test pipes were exposed to soil and water environments with 0, 0.1, 0.3, and 0.5% salinity during the observation period of 480 days. At the end of the observation period, salinity-dependent differences of corrosion rate between black-surface corrosion and relatively regular corrosion were clearly manifested in a visual assessment. For the soils in rice paddies, the corrosion growth rate increased with salinity (0.008, 0.027, 0.036, and $0.043mm{\cdot}yr^{-1}$ at 0, 0.1, 0.3, and 0.5% salinity, respectively). The results for the soils in agricultural fields are 0.0002, 0.039, 0.040, and $0.039mm{\cdot}yr^{-1}$ at 0, 0.1, 0.3, and 0.5% salinity, respectively. The higher corrosion rate of rice-paddy soil was associated with the relatively high proportion of fine particles in it, reflecting the general tendency of soils with evenly distributed fine particles. Hence, it was concluded that thorough measures should be taken to counteract pipe corrosion, given that besides high salinity, the soils in reclaimed lands are expected to have a higher proportion of fine particles than those in inland rice paddies and agricultural fields.

Effect of Di(2-ethyl hexyl)phthalate(DEHP) on the Onset of Puberty in Female Rat (암컷 흰쥐의 사춘기 개시에 미치는 di(2-ethyl hexyl)phthalate(DEHP)의 효과)

  • Lee, Kyeung-Yeup;Lee, Sung-Ho
    • Development and Reproduction
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    • v.10 no.2
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    • pp.147-154
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    • 2006
  • Phthalates such as di(2-ethyl hexyl)phthalate(DEHP) are industrial chemicals with wide-ranging human exposures because of their use in plastics and other common consumer products. Consequently, their adverse effects as endocrine disruptor in the reproductive physiology of both laboratory rodents and human have been studied extensively. The present study was undertaken to examine whether prepubertal exposure to DEHP affects on the onset of puberty and the associated reproductive parameters such as hormone receptor expressions in female rats. DEHP(100mg/kg/day) was administered daily from postnatal day 25(PND 25) through the day when the first vaginal opening(VO) was observed, and the animals were sacrificed on the next day. Gross anatomy and weight of reproductive tissues were compared to test the DEHP's effects on the cell proliferation. Furthermore, histological studies were performed to assess the structural alterations in the tissues. Specific radioimmunoassay was carried out to measure serum LH levels. To determine the transcriptional changes in progesterone receptor(PR), total RNAs were extracted and applied to the semi-quantitative reverse transcription polymerase chain reaction(RT-PCR). As a result, delayed VO was shown in the DEHP group(PND $37.3{\pm}0.7$) compared to the control group(PND $35.3{\pm}0.7$; p<0.05). DEHP treatment significantly decreased the wet weight of ovaries and uteri compared to the control group(p<0.05). Interestingly, elevation of serum LH levels was shown in the DEHP group(p<0.05). Graafian follicles and corpora lutea were observed only in the ovaries from the control animals. Numerous primary, secondary follicles and small atretic follicles were observed in the ovaries from DEHP-treated animals. Similarly, hypotrophy of luminal and glandular uterine epithelium was found in the DEHP-treated group. These effects were probably due to the inhibitory effects of DEHP on the synthesis and secretion of estrogen from granulosa cells. In the semiquantitative RT-PCR studies, the transcriptional activities of PR in both ovary(p<0.05) and uterus(p<0.01) from DEHP-treated animals were significantly lower than those from the control animals. The present studies demonstrated that the acute exposure to DEHP during the critical period of prepubertal stage could inactivate the reproductive system resulting delayed puberty in female rats.

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Motion Reduction Activities in Patients undergoing Myocardial Perfusion SPECT with the Discovery NM 530c(D530c) (Discovery NM 530c(D530c)에서 촬영한 심근관류 SPECT 환자의 움직임 감소활동을 위한 연구)

  • Lee, Dong Hun;Choi, Woo Jun;Jung, Woo Young
    • The Korean Journal of Nuclear Medicine Technology
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    • v.21 no.2
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    • pp.80-85
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    • 2017
  • Purpose The D530c have cadmium zinc telluride(CZT) detectors that are arranged focus on the heart. This structural characteristic allows for quicker imaging without rotation, but this is sensitive to patient movement and can affect the test results. The aim of this study is to optimize the image quality by reducing patient movement during the examination. Materials and Methods We analyzed the patients' movements, and performed various activities such as provided patient education about correct breathing techniques and avoiding patient movements, and created breathing correction tools to minimize patient movement during exam. The 70 patients who underwent myocardial perfusion SPECT with D530c in November 2016 were categorized as the group before the corrective steps. Another 70 patients who underwent the procedure with D530c from February 14, 2017 to February 21, 2017 were categorized as the improvement group. Images acquired during stress and at rest were compared and analyzed by measuring the durations of heart movements over certain distances (4 mm, 8 mm, 12 mm, or more) noted on the x-, y-, and zaxes. Results After the activities, the durations of heart movements decreased in the images acquired both under stress and at rest. In particular, there were no large motions greater than 12 mm recorded in the stress images after the improvement. There was a significant difference (p<0.005) in the 4-mm and 8-mm fluctuations on the X-axis and the 8-mm fluctuations on the Z axis in the stress images, but there was no significant difference (p>0.005) in the other stress and rest intervals. Conclusion The decrease in the time of motion occurrence due to the 4 mm fluctuation distance that can occur through breathing can be understood as a result of the breathing being corrected through training and motion prevention tools. It is expected that the image quality will be improved by reducing the occurrence time according to the variation distance of 8 mm or 12 mm, which is expected as the actual movement of the patient other than the breathing.

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Splenectomy in Hereditary Spherocytosis in Childhood (소아에서 유전성 구상 적혈구증의 비장 적출술)

  • Huh, Young-Soo;Kim, Chang-Sig;Do, Byung-Soo;Suh, Bo-Yang;Hah, Jeong-Ok
    • Journal of Yeungnam Medical Science
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    • v.11 no.1
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    • pp.42-48
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    • 1994
  • Among the erythrocyte membrane defects, hereditary spherocytosis is the most common. The erythrocyte membrane defect results from a deficiency of spectrin, the most important structural protein in red cell. Hereditary spherocytosis often presents with hemolytic anemia, jaundice, moderate splenomegaly. Diagnosis is established by the presence of spherocytes in the peripheral blood, reticulocytosis, an increased osmotic fragility, and a negative Coombs test. In children, splenectomy is usually performed after age 6 years but can be done at a younger age if warranted by the severity of the anemia and the need for frequent transfusions. In the period December 1987 to Agust 1993, 9 patients with hereditary spherocytosis underwent splenectomy and the following results were obtained. 1. Nine patients were comprised of five males and four females. 2. Five patients(55.6%) had been admitted to our hospital during age 6-10 years. 3. Four of the nine patients had autosomal dominant inheritance with variable expression. The other five patients had no known inheritance. 4. The diagnosis of the spherocytosis was based on the increased osmotic fragility and increased autohemolysis of the erythrocytes, as well as on the appearance of spherocytes in the peripheral blood smear. 5. In all cases splenectomy was performed. Two patients had concomitant gall stones and choledocholithiasis, respectively. One patient with concomitant gall stones underwent simultaneous cholecystectomy and splenectomy. The other patient associated with choledocholithiasis underwent splenectomy, cholecystectomy, choledocholithotomy, and T-tube drainage. 6. Complete hematologic recovery was obtained by the splenectomy in all cases. 7. Postoperative complication was not occurred.

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Ecological Examinations of the Radial Growth of Pine Trees (Pinus densiflora S. et Z.) on Mt. Namsan and the Potential Effects of Current Level of Air Pollutants to the Growth of the Trees in Central Seoul, Korea.

  • Kim, Eun-Shik
    • Journal of Korean Society for Atmospheric Environment
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    • v.10 no.E
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    • pp.371-386
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    • 1994
  • Ecological examinations of the radial growth Patterns of pine trees(Pinus densiflora Sieb. et Zucc) growing on Mt. Namsan in central Seoul were made to test a Proposition that the pine trees decline due to the influence of air pollution and acid rain, which was proposed by some researchers in Korea, and the potential effects of current level of air pollutants to the growth of the Pine trees in central Seoul have been speculated. Tree-rings of 40 trees sampled at 3 sites of Mt. Namsan were prepared and examined using a Computer-aided Tree-Ring Measuring System at Kookmin University, Korea. Air Pollutant data collected by the Ministry of Environment( MOE ) and the Forestry Research Institute(FRI) were used to infer the general conditions of the environment. Correlation analysis was applied to the data set of tree growth and the other environmental factors. General information derived from the close examination of the tree-rings and the data on air pollution, drought and the other biological conditions suggested that the growth of the pine trees was severely affected by the occurrence of drought(climatic variation), the prevalence of the pine leaf gall midges(insects), and the suppression by the black locust trees(Robinia pseudo-acacia L.) (competition among trees). While the current condition of air pollution in Seoul cannot be categorized as good, the concentrations of air pollutants are not so high as to cause acute damages to the trees. In addition, while the data of rain acidity showed episodic low PHs of under 4.0, the average of them is far less acidic than those which were observed in either northeastern United States or central Europe, where the decline of trees were not solely attributed to any of the air pollutants. Considering the sequential facts that one of the most important environmental factors that affect the growth of trees is weather condition of the forest that the proposition of the decline of the pine trees was made without careful examination of the growth patterns and past growth history of them as well as the complex influences of many other factors including the weather conditions to the growth of trees, and that no objective explanation has been made on the causal relationships between the current condition of air pollution and the growth of the trees, such a proposition should be evaluated as invalid for the explanation of tree growth on Mt. Namsan in central Seoul, Korea. The author evaluates the factors of air pollution (including acid rain) as the predisposing factors, which may have the Potentials to chronically affect the tree growth at the forest ecosystem on Mt. Namsan for a long period of time. Ecosystem ecological studies should be further carried out to carefully explain both the functional and the structural aspects of the ecosystem processes, which include the biogeochemistry and the long-term changes of soil conditions as well as the growth of the other tree species on the mountain.

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The Effects of Use Patterns and Service Quality on Performance and Use Satisfaction on Library Information System (도서관의 이용패턴과 서비스품질이 정보화성과지각 및 만족에 미치는 영향)

  • Jung, Hyung-Shik;Yeoum, Seoung-Yeoub
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.4
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    • pp.217-244
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    • 2008
  • Consumers' overall satisfaction on a specific library use is inferred to be primarily accrued from their performance perception and use satisfaction on the library information service system as recent information technology is being rapidly improved and more libraries are being equipped with advanced information technologies. However, prior research has been conducted only on general library service quality and visitors' satisfaction, leaving the important aspects of visitors' library use and information performance perception. Thus, the objectives of this research are to examine the effect of library use patterns such as general visit for book reading and more professional information search, coupled with service quality, on the library users' performance perception on the information system that in turn, affects library use satisfaction on the same information system. More specifically, this study examines whether library visitors perceive differenltly the information system performance according to their library use patterns such that professional library users may have less positive on information system service due to their higher expectation or more positive perception on it due to variety of information uses and positive judgment on advanced information system. Next, three dimensions of service quality, consisting of interaction, outcome, and physical evidence quality in visitors' library use situations, are hypothesized to affect performance perception on library information system. Thirdly, the performance perception on library information system is hypothesized to influence the system use satisfaction while these two constructs are to affect visitors' overall satisfaction. we develop the following research model in accordance with the above theoretical reasoning. All variables used in this study(General Use Patterns, Professional Use Patterns, Interaction Quality, Outcome Quality, Physical Evidence Quality, Information Performance Perception, Information Use Satisfaction, Overall Satisfaction) were defined operationally based on the underlying prior studies. A survey was conducted with prepared questionnaires to about 400 visitors of a specific university library. Among them, 353 proper questionnaires were finally used for the analyses. Two-step approach was used to test the hypotheses. First, confirmatory factor analysis was conducted to guarantee the validity and reliability of variables. The results showed that all variables had not only convergent and discriminant validity, but also reliability. Then, research model was examined with a structural equation using LISREL 8.30 version. The fitness of the research model was found to be within the acceptable level. The findings of this study are as follows. The professional library use pattern was found to affect the users' performance perception on the library information system while the general library use pattern was not. Second, three dimensions of service quality (interaction, outcome, physical evidence) were found to influence the information system performance respectively while none of them was not to information use satisfaction. Third, library users' performance perception on the information system operation was found to affect the information system use satisfaction, both of which also influence users' overall satisfaction of the library. The findings of this study suggest that contemporary libraries strengthen their advanced information system operation in a way of user orientation and more importantly maximize their visitors' utilization of information system, accompanying proper material and various program development. This study conceptualized the new constructs of library users' performance perception on the information system and information use satisfaction which could better explain library users' overall satisfaction. Thus, furture study related with library service could utilize the constructs of information system performance and satisfaction as well as the variety of library use patterns in the users' viewpoints.

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Factors Influencing the Preference for German farm Tourism: A Path Model Approach

  • Sidali, Katia Laura;Spiller, A.
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.4
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    • pp.33-59
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    • 2008
  • This paper aims to analyse the preference for German farm tourism among the German population. For this reason, we conducted an empirical study in Germany during summer 2007 and we applieda structural equation model based on partial leasts quares(PLS) to analyse the data. In the following chapters we will introduce the literature review and our conceptual frame work. We will then outline the procedures we adopted and the results of the empirical analysis. In the final part so me conclusions will be presented and a discussion will follow in order to draw the future directions of our research. According to our hypotheses, the possibility that agri-tourism enters in the evoked set of an individual is higher: H1: The higher the information degree about it. H2: The lower the influence of the social stimuli. H3: The higher the physical exposure to it (experience). H4: The higher the wellness image of agri-tourism. H5: The higher the traditional image of agri-tourism. H6: The higher the exciting image of agri-tourism. H7: The higher the perceived value for money. Our further hypotheses affirm that the possibility that agri-tourism enters in the evoked set of an individual is higher: H8: The lower the perceived risk. H9: The higher the motive to enjoy a holiday in the nature. H10: The higher the motive to enjoy a sport holiday. H11: The lower the motive to have an organized holiday. H12: The lower the motive to have a holiday abroad. H13: The lower the motive of action and night life. H14: The higher the motive to spend a holiday with the family. H15: The lower the motive to spend a city holiday. Finally, our model has some socio-demographics data. As we mentioned before, German agri-tourism has traditionally been the travel destination of large-size families, with low-to-middle income. For that reason, our final hypothesises are the following: the possibility that agri-tourism enters in the evoked-set of an individual is higher: H16: The higher the number of family members. H17: The lower the family income. Since in this study we use a path model with a PLS approach, we are able to state some interrelations among the exogenous latent variables: H18: The motive of sport holiday has a positive influence towards nature motives. H19: The physical exposition to agri-tourism has a positive influence toward information. H20: The motive of family holiday has a negative influence toward the motive of action and night life. H21: Social stimuli have a positive influence towards individuals risk perceptions. H22: Social stimuli have negative influence towards experience. Data for this study were gathered via administrated questionnaires during the summer 2007 within the frame of an academic "marketing research" course. The corresponding t-values are assessed using the bootstrapping method with 500 re-samples. In our model 61% of the degree of appreciation of German agri-tourism (evoked set) is explained by five independent variables: value for money ($0.335^{{\ast}{\ast}{\ast}}$) (H7) experience ($0.267^{{\ast}{\ast}}$) (H3), exciting image ($0.204^{\ast}$) (H6) organisation ($-0.162^{\ast}$) (H11) and holiday abroad ($-0.156^{\ast}$) (H12). The variance explained ($R^2$) for the other endogenous variables are the following: nature 24.3%, information 14.1%, action holiday 13.8%, risk perception 5.8% and experience 2.4%. An overview can be inferred from table 5. The results also allow us to test each of the proposed hypotheses. With exception of organization and abroad, none of the others travel style factors (H9 to H15) seem to have any significant impact towards evoked set which leads to the rejection of the respective hypotheses. As expected, social stimuli have a significant influence on individuals' risk perception (H21 accepted), however neither the former nor the latter have a valuable impact on evoked set (rejection of H2 and H8). Besides, since the influence of social stimuli towards experience is not significant, also H22 has to be rejected. Experience influences information (H19 accepted) but the latter does not affect significantly the evoked set (H1 rejected). Both H4 as well as H5, referring respectively to the perceived images of German agri-tourism as a wellness destination and the traditional image of the German farm tourism have to be rejected. Finally, none of the demographic data included in the model explains significantly the variance of the factor evoked set. Therefore neither H16 nor H17 has been accepted. As far as the interrelation between sport and nature (H18) and family and action (H20) are concerned, the stated relationship among these variables has been statistically confirmed. Our path model based on partial least squares shows the factors influencing the preference for farm tourism in Germany. Among others value for money and experience are the most significant ones. Practical implications are discussed.

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Impact of Transformational Leadership and Internal Marketing on Management Performance with the Mediation of Job Satisfaction and Customer Orientation: Focus on Clothing Store Managers (변혁적 리더십, 내부마케팅이 구성원들의 직무만족, 고객지향성을 매개로 경영성과에 미치는 영향: 의류매장 관리자를 중심으로)

  • Choi, Jeong-Hee;Park, Woojin;Bae, byung Yun
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.15 no.3
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    • pp.89-101
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    • 2020
  • The purpose of this study is to examine how the variables of managerial competencies, namely transformational leadership, internal marketing, and structural influences, affect managerial performance through job satisfaction and customer orientation, by focusing on managers of clothing stores. Furthermore, the study aims to draw implications in connection with academic or practical start-ups that can improve management performance. Through examples of transformational leadership, internal marketing, and management performance of the previous study, the significance of the study is further stressed. Also, based on the previous study, this study empirically analyzes what results can be expected, focusing on managers of retail clothing stores, department stores, franchise stores, etc. In this study, we conduct an empirical analysis of 305 managers of retail clothing stores, department stores, franchise stores, etc. Because the results of the empirical analysis are from experiments at clothing stores first, it is found that managers' transformational leadership must go through a mediating effect process, which is job satisfaction for management performance. Second, it is found that transformational leadership must also go through a mediating effect process, which is customer orientation for management performance. Third, it is found that internal marketing must also go through a mediating effect process, which is job satisfaction for management performance. Therefore, as the researcher sought to verify, there is a complete mediating effect in retail clothing stores, department stores, franchise stores, etc., and it is confirmed that its role is significant. A study on whether or not entrepreneurship, as a control variable, affects business performance is conducted to find the statistical values that can be determine management performance when managers of retail clothing stores, department stores, and franchise stores answer entrepreneurial surveys with education- and knowledge-intensive backgrounds. As a result, with the statistical figures, it is confirmed that the managers are striving to improve their management performance based on their education- and knowledge-intensive backgrounds. Based on the research results, this study tried to test the parameters that can improve the management performance through empirical analysis centering on managers, Furthermore, the study attempted to draw implications for academic, practical, and start-ups that can improve management performance.

A Study of Changes of Inversion Time Effect on Brain Volume of Normal Volunteers (반전 시간의 변화가 정상인의 뇌 체적에 미치는 영향에 대한 고찰)

  • Kim, Ju Ho;Kim, Seong-Hu;Shin, Hwa Seon;Kim, Ji-Eun;Na, Jae Boem;Park, Kisoo;Choi, Dae Seob
    • Investigative Magnetic Resonance Imaging
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    • v.17 no.4
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    • pp.286-293
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    • 2013
  • Purpose : The objective of this study was to analyze the brain volume according to the brain image of healthy adults in the 20s taken with different inversion time (TI). Materials and Methods: Brain images of healthy adults in the 20 s were acquired using magnetization prepared rapid acquisition gradient echo (MPRAGE) pulse sequence with 1.5 mm thickness of pieces and four inversion times (1100 ms, 1000 ms, 900 ms, 800 ms). The acquired brain images were analyzed to measure the volume of white matter (WM), gray matter (GM), intracranial volume (ICV). The statistical difference according to brain volume and gender was analyzed for each TI. Results: The brain volume calculated using Freesurfer was WM$486.52{\pm}48.64cm^3$ and GM=$646.83{\pm}57.12cm^3$ in mean when adjusted by mean ICV=$1278.94{\pm}154.92cm^3$. Men's brain volume(WM, GM, ICV) was larger than women's brain volume. In the intrarater reliability test, all of the intraclass correlation coefficients were high (0.992 for WM, 0.988 for GM, and 0.997 for ICV). In the repeated measures analysis of variance, GM and ICV did not show a significant difference at each TI (GM p=0.143, ICV p=0.052), but WM showed a significant (p=0.001). In the linear structure relation analysis, all of the Pearson correlation coefficients were high. Conclusion: WM, GM, and ICV indicated high reliability and solid linear structure relations, but WM showed significant differences at each TI. The brain volume of healthy adults in the 20s could be used in comparison with that of patients for reference purposes and to predict the structural change of brain. It would be needed to conduct additional studies to examine the contract, SNR, and lesion detection ability according to variable TI.

The Effect of Herding Behavior and Perceived Usefulness on Intention to Purchase e-Learning Content: Comparison Analysis by Purchase Experience (무리행동과 지각된 유용성이 이러닝 컨텐츠 구매의도에 미치는 영향: 구매경험에 의한 비교분석)

  • Yoo, Chul-Woo;Kim, Yang-Jin;Moon, Jung-Hoon;Choe, Young-Chan
    • Asia pacific journal of information systems
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    • v.18 no.4
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    • pp.105-130
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    • 2008
  • Consumers of e-learning market differ from those of other markets in that they are replaced in a specific time scale. For example, e-learning contents aimed at highschool senior students cannot be consumed by a specific consumer over the designated period of time. Hence e-learning service providers need to attract new groups of students every year. Due to lack of information on products designed for continuously emerging consumers, the consumers face difficulties in making rational decisions in a short time period. Increased uncertainty of product purchase leads customers to herding behaviors to obtain information of the product from others and imitate them. Taking into consideration of these features of e-learning market, this study will focus on the online herding behavior in purchasing e-learning contents. There is no definite concept for e-learning. However, it is being discussed in a wide range of perspectives from educational engineering to management to e-business etc. Based upon the existing studies, we identify two main view-points regarding e-learning. The first defines e-learning as a concept that includes existing terminologies, such as CBT (Computer Based Training), WBT (Web Based Training), and IBT (Internet Based Training). In this view, e-learning utilizes IT in order to support professors and a part of or entire education systems. In the second perspective, e-learning is defined as the usage of Internet technology to deliver diverse intelligence and achievement enhancing solutions. In other words, only the educations that are done through the Internet and network can be classified as e-learning. We take the second definition of e-learning for our working definition. The main goal of this study is to investigate what factors affect consumer intention to purchase e-learning contents and to identify the differential impact of the factors between consumers with purchase experience and those without the experience. To accomplish the goal of this study, it focuses on herding behavior and perceived usefulness as antecedents to behavioral intention. The proposed research model in the study extends the Technology Acceptance Model by adding herding behavior and usability to take into account the unique characteristics of e-learning content market and e-learning systems use, respectively. The current study also includes consumer experience with e-learning content purchase because the previous experience is believed to affect purchasing intention when consumers buy experience goods or services. Previous studies on e-learning did not consider the characteristics of e-learning contents market and the differential impact of consumer experience on the relationship between the antecedents and behavioral intention, which is the target of this study. This study employs a survey method to empirically test the proposed research model. A survey questionnaire was developed and distributed to 629 informants. 528 responses were collected, which consist of potential customer group (n = 133) and experienced customer group (n = 395). The data were analyzed using PLS method, a structural equation modeling method. Overall, both herding behavior and perceived usefulness influence consumer intention to purchase e-learning contents. In detail, in the case of potential customer group, herding behavior has stronger effect on purchase intention than does perceived usefulness. However, in the case of shopping-experienced customer group, perceived usefulness has stronger effect than does herding behavior. In sum, the results of the analysis show that with regard to purchasing experience, perceived usefulness and herding behavior had differential effects upon the purchase of e-learning contents. As a follow-up analysis, the interaction effects of the number of purchase transaction and herding behavior/perceived usefulness on purchase intention were investigated. The results show that there are no interaction effects. This study contributes to the literature in a couple of ways. From a theoretical perspective, this study examined and showed evidence that the characteristics of e-learning market such as continuous renewal of consumers and thus high uncertainty and individual experiences are important factors to be considered when the purchase intention of e-learning content is studied. This study can be used as a basis for future studies on e-learning success. From a practical perspective, this study provides several important implications on what types of marketing strategies e-learning companies need to build. The bottom lines of these strategies include target group attraction, word-of-mouth management, enhancement of web site usability quality, etc. The limitations of this study are also discussed for future studies.