• Journal of the Korea Organic Resources Recycling Association
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• v.24 no.4
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• pp.59-68
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• 2016

The application of the Life Cycle Assessment (LCA) methodology to assess the environmental impact of rapeseed cultivation in winter fallow after harvesting rice was investigated and compared with barley cultivation in crop rotation system. Data for input materials were collected and analyzed by 1 ton rapeseed and barley as functional unit. For the Life Cycle Impact Assessment (LCIA) the Eco-indicator 95 method has been chosen because this is well documented and regularly applied impact method. From the comparison of impact categories such as greenhouse effect, ozone depletion, acidification, heavy metals, carcinogens, summer smog, and energy resources for 1 ton of final product, emission potential from rapeseed was higher than that from barley. The range from 65 to 96% of these potential came from chemical fertilizer. On the other hand, eutrophication potential from barley was higher than that from rapeseed, mainly came from utilizing the chemical fertilizer. During the cultivation of barley and rape, environmental burden by heavy metals was evaluated by 0.5 Pt, larger than points from other impact categories. The sum of points from all impact categories in barley and rapeseed was calculated to be 0.78 Pt and 0.82 Pt, respectively. From the sensitivity analysis for barley and rapeseed, scenario 1 (crop responses to fertilization level) showed the environmental burden was continuously increased with the amount of fertilization in barley cultivation, while it was not increased only at the optimum crop responses to fertilization in rapeseed (R3). With these results, rapeseed cultivation in winter fallow paddy contributed to the amounts of environmental burden much more than barley cultivation. It is, however, highly determined that environmental weighted point resulted from evaluating both cultivation was not significantly different.

• Asian-Australasian Journal of Animal Sciences
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• v.21 no.3
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• pp.392-403
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• 2008

Four ruminally fistulated Hanwoo steers were used to determine the effects of level and degradability of dietary protein on ruminal fermentation, blood metabolites and concentration of soluble non-ammonia nitrogen (SNAN) in ruminal (RD) and omasal digesta (OD). Experiments were conducted in a $4{\times}4$ Latin square design with a $2{\times}2$ factorial arrangement of treatments. Factors were protein supplements with two ruminal crude protein (CP) degradabilities, corn gluten meal (CGM) that was low in degradability (rumen-degraded protein (RDP), 23.4% CP) or soybean meal (SBM) that was high in degradability (RDP, 62.1% CP), and two feeding levels of CP (12.2 or 15.9% dry matter). Ruminal fermentation rates and plasma metabolite concentrations were determined from the RD collected at 2-h intervals and from the blood taken by jugular puncture, respectively. The SNAN fractions (free amino acid, peptide and soluble protein) in RD and OD collected at 2-h intervals were assessed by ninhydrin assay. Mean ruminal ammonia concentrations were 40.5, 74.8, 103.4 and 127.0 mg/L for low CGM, high CGM, low SBM and high SBM, respectively, with statistically significant differences (p<0.01 for CP level and p<0.001 for CP degradability). Blood urea nitrogen concentrations were increased by high CP level (p<0.001) but unaffected by CP degradability. There was a significant (p<0.05) interaction between level and degradability of CP on blood albumin concentrations. Albumin was decreased to a greater extent by increasing degradability of low CP diets (0.26 g/dl) compared with high CP diets (0.02 g/dl). Concentrations of each SNAN fraction in RD (p<0.01) and OD (p<0.05) for high CP diets were higher than those for low CP diets, except for peptides but concentrations of the sum of peptide and free amino acid in RD and OD were significantly higher (p<0.05) for high CP diets than for low CP diets. Soybean meal diets increased free amino acid and peptide concentrations in both RD (p<0.01) and OD (p<0.05) compared to CGM diets. High level and greater degradability of CP increased (p<0.001) mean concentrations of total SNAN in RD and OD. These results suggest that RDP contents, increased by higher level and degradability of dietary protein, may increase release of free amino acids, peptides and soluble proteins in the rumen and omasum from ruminal degradation and solubilization of dietary proteins. Because SNAN in OD indicates the terminal product of ruminal metabolism, increasing CP level and degradability appears to increase the amount of intestine-available nitrogen in the liquid phase.

• Journal of Korean Society of Forest Science
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• v.106 no.2
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• pp.219-229
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• 2017

Forest road is an essential infrastructure for forest management such as the composition and management of forest resources, timber and forest byproduct production & transportation. It has recently been utilized forest recreation and forest sports as well as also forest pest control, forest fire prevention and evolution. When you build a forest road, the economic function in the forest is activated, so that it can result in the ripple effect of induced employment, value-added creation and production inducement. The purpose of this study is to analyze the impact caused by forest road construction occurring as the overall economy. For analysis it was applied to inter industry analysis method that is a method for analyzing the quantitative cross-correlation. The data were used in the Input-Output Tables In 2014, the Bank of Korea. When you build a forest road, economic effect due to the construction of the forest road is generated and economic effects are also generated due to the increase in the production of forest products after the construction of the forest road. Therefore, we will analyze the economic impact of the two effects. The estimated economic value of forest products, which is the economic effect of forest product cultivation, was calculated through some assumptions and the economic ripple effect was analyzed. The forest road construction sector is defined as land clearing and reclamation, and irrigation project construction and the forestry forest products sector is defined as the sum of raw timber, edible forest products and misc. forest products. In total, 32 sectors were classified, and except for the two sectors defined as forest road construction and forestry forest products, the remaining sectors were integrated according to the classification system of 30 integrated classifications of the Bank of Korea. As a result, the production inducement coefficient for forest construction was analyzed to be 2.767 and the production inducement coefficient for forestry forest products was analyzed to be 1.565. This means that 2,767 times the production of forest road construction investment is induced in the whole industry and the production of 1.562 times the amount of forestry forest products is caused by the whole industry as the production of forestry forest products increases. The value added inducement coefficient for forest road construction was 0.977 and the value added inducement coefficient for forestry forest products was 0.985. Forest road are essential infrastructure for forestry development and should be continuously invested because they are essential elements of timber production and forest byproduct production with functions such as forest management, forest recreation, forest sports, and town connection.

• Korean Journal of Fisheries and Aquatic Sciences
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• v.29 no.5
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• pp.689-700
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• 1996

Fisheries products have to be produced and maintained by work processes from the environment, sometimes helped by people. In Korean fisheries both environmental production and its economic use are included within the windows of system approach. EMERGY is the sum of all inputs expressed as one form of solar energy required directly and indirectly to make a product. Calculating EMERGY flows into Korean fisheries evaluates the real wealth contributed by environmental production and its economic use. Several indices calculated from EMERGY analysis table and a three-arm diagram give perspective on the type and efficiency of the environmental uses. Net EMERGY yield ratio is a measure of its net contribution to the economy beyond its own operation. For adjacent waters fisheries in Korea, the net contribution to the economy is 11.85 or higher, which is a stimulus to the economy that is able to purchase it. EMERGY investment ratio measures the intensity of the economic development and the loading of the environment. The ratio for Korean fisheries as a whole is 0.50, for the adjacent waters fisheries 0.09 and for the shallow-sea cultures 1.28, which is lower than the same index for the industry of the developed country (7.0). The component of environment drawn into production are large compared to purchased investment in Korean fisheries. Much more EMERGY is contained in fisheries products than in the paid services used to process the products. The EMERGY exchange ratio for Korean fisheries as a whole is 6.98, for the adjacent waters fisheries is 10.69 and for the shallow-sea cultures is 1.25. Using market values to evaluate wealth of environment resources is found to be many times too small. Money is paid only to people for their contribution, and never to the environment for its contribution. Macroeconomic value is the appropriate measure for discussing large-scale considerations of an economy, including environment and human goods & services.

• Analytical Science and Technology
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• v.8 no.1
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• pp.91-99
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• 1995

One of alternative conventional technologies used for treatment of livestock wastes is composting process, and recently some mechanical composting processes are being practiced. It is, however, recognized the composting process also has its own limitations such as longer time requirement, and difficulties to estimate the degree of decomposition, etc. The incomplete compost contains potentially harmful materials to crops and public health due to instabilized organic contents and pathogenic organisms. The purpose of this investigation is to develop an innovative system whereby anxious livestock wastes are thoroughly stabilized and disinfected. Thus the overall management scheme should meet the following requirements. 1. A system should be in a cost-effective and environmentally sound manner. 2. Sludges must be chemically stabilized and bacteriologically safe. 3. Odor-free by product should be applied to crop land. 4. Sludges are sources of fertilizer nutrients and/or soil amendments to enhance crop production. 5. And they can be used as potential pH adjusting agent of the acidified soils. Overall effectiveness of the developed system is experimentally tested to satisfy the preset criteria and requirements. Major experiments are divided into four categories: they are 1. chemical stability test, 2. optimal condition test of stabilization process, 3. bacteriological examination and disinfection tests, and 4. deodorization tests The stabilization process is consisted of the stabilizing reaction process and the drying process. Stabilized wastes is dried by both sun dryer and rotary dryer. It is shown that an additive dosage of about g/kg solid in wastes with a minimum of 5-minutes reaction would be necessary for effective stabilization reaction. The stabilization process is consisted of the stabilizing reaction process and drying process. Stabilized wastes are dried by both sun dryer and rotary dryer. It is shown that an additive dosage of about 300g/kg solid in wastes with a minimum of 5-minutes reaction would be necessary for effective stabilization reaction. In the stabilization reaction process, the pH of wastes is lowered from initial values of 12.3 to 8.6. High pH prevents odor production and kills pathogenic organisms. Organic matter contents in the stabilized wastes are about 50% and the sum of contents of fertilizer elements such as total nitrogen, $P_2O_5$ and $K_2O$ are about 5.3%. The livestock wastes that are stabilized chemically and hygienically can be used as a good soil conditioner and/or organic fertilizer.

• Korean Journal of Environmental Agriculture
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• v.39 no.1
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• pp.10-19
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• 2020

BACKGROUND: This study was to carry out risk assessment of contamination of cadmium (Cd), lead (Pb), and inorganic arsenic (I-As) in agricultural products of 25 crops from the abandoned mine areas. The 36 typical investigation sites located in Gyeongbuk provincial area were selected by considering the heavy metal levels, that had been known that the amount of the heavy metals exceeded the contamination level based on the previous survey. METHODS AND RESULTS: Cadmium, lead, and total arsenic (T-As) concentrations were determined using microwave device and ICP-MS. Inorganic arsenic was determined by HPLC-ICP-MS. The limits of quantification for heavy metals were 0.59 ㎍/kg for Cd, 0.42 ㎍/kg for Pb, 0.55 ㎍/kg for T-As, and sum of As (III) (1.74 ㎍/kg) and As (V) (2.25 ㎍/kg) for I-As, respectively. The contents of Cd, Pb, and I-As (only rice) were N.D.-0.958 mg/kg, N.D.-0.227 mg/kg, and 0.082 mg/kg, respectively, in the agricultural products. For risk assessment, dietary exposures of heavy metals through usual intake were 5.20×10^-4-7.15×10⁰ ㎍/day for Cd, 7.00×10^-5-7.75×10^-1 ㎍/day for Pb, and 1.17×10¹ ㎍/day for I-As, taking 0.01-14.37%, 0.01-2.05%, and 15.16% as risk indices, respectively. CONCLUSION: It requires to consider the critical levels of heavy metals in agricultural products due to unexpectedly high levels in a few places, while concentrations of heavy metals in the samples were relatively low in most areas.

• Proceedings of the Korean Institute of Intelligent Systems Conference
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• 1993.06a
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• pp.975-976
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• 1993

This talk presents the overview of the author's research and development activities on fuzzy inference hardware. We involved it with two distinct approaches. The first approach is to use application specific integrated circuits (ASIC) technology. The fuzzy inference method is directly implemented in silicon. The second approach, which is in its preliminary stage, is to use more conventional microprocessor architecture. Here, we use a quantitative technique used by designer of reduced instruction set computer (RISC) to modify an architecture of a microprocessor. In the ASIC approach, we implemented the most widely used fuzzy inference mechanism directly on silicon. The mechanism is beaded on a max-min compositional rule of inference, and Mandami's method of fuzzy implication. The two VLSI fuzzy inference chips are designed, fabricated, and fully tested. Both used a full-custom CMOS technology. The second and more claborate chip was designed at the University of North Carolina(U C) in cooperation with MCNC. Both VLSI chips had muliple datapaths for rule digital fuzzy inference chips had multiple datapaths for rule evaluation, and they executed multiple fuzzy if-then rules in parallel. The AT & T chip is the first digital fuzzy inference chip in the world. It ran with a 20 MHz clock cycle and achieved an approximately 80.000 Fuzzy Logical inferences Per Second (FLIPS). It stored and executed 16 fuzzy if-then rules. Since it was designed as a proof of concept prototype chip, it had minimal amount of peripheral logic for system integration. UNC/MCNC chip consists of 688,131 transistors of which 476,160 are used for RAM memory. It ran with a 10 MHz clock cycle. The chip has a 3-staged pipeline and initiates a computation of new inference every 64 cycle. This chip achieved an approximately 160,000 FLIPS. The new architecture have the following important improvements from the AT & T chip: Programmable rule set memory (RAM). On-chip fuzzification operation by a table lookup method. On-chip defuzzification operation by a centroid method. Reconfigurable architecture for processing two rule formats. RAM/datapath redundancy for higher yield It can store and execute 51 if-then rule of the following format: IF A and B and C and D Then Do E, and Then Do F. With this format, the chip takes four inputs and produces two outputs. By software reconfiguration, it can store and execute 102 if-then rules of the following simpler format using the same datapath: IF A and B Then Do E. With this format the chip takes two inputs and produces one outputs. We have built two VME-bus board systems based on this chip for Oak Ridge National Laboratory (ORNL). The board is now installed in a robot at ORNL. Researchers uses this board for experiment in autonomous robot navigation. The Fuzzy Logic system board places the Fuzzy chip into a VMEbus environment. High level C language functions hide the operational details of the board from the applications programme . The programmer treats rule memories and fuzzification function memories as local structures passed as parameters to the C functions. ASIC fuzzy inference hardware is extremely fast, but they are limited in generality. Many aspects of the design are limited or fixed. We have proposed to designing a are limited or fixed. We have proposed to designing a fuzzy information processor as an application specific processor using a quantitative approach. The quantitative approach was developed by RISC designers. In effect, we are interested in evaluating the effectiveness of a specialized RISC processor for fuzzy information processing. As the first step, we measured the possible speed-up of a fuzzy inference program based on if-then rules by an introduction of specialized instructions, i.e., min and max instructions. The minimum and maximum operations are heavily used in fuzzy logic applications as fuzzy intersection and union. We performed measurements using a MIPS R3000 as a base micropro essor. The initial result is encouraging. We can achieve as high as a 2.5 increase in inference speed if the R3000 had min and max instructions. Also, they are useful for speeding up other fuzzy operations such as bounded product and bounded sum. The embedded processor's main task is to control some device or process. It usually runs a single or a embedded processer to create an embedded processor for fuzzy control is very effective. Table I shows the measured speed of the inference by a MIPS R3000 microprocessor, a fictitious MIPS R3000 microprocessor with min and max instructions, and a UNC/MCNC ASIC fuzzy inference chip. The software that used on microprocessors is a simulator of the ASIC chip. The first row is the computation time in seconds of 6000 inferences using 51 rules where each fuzzy set is represented by an array of 64 elements. The second row is the time required to perform a single inference. The last row is the fuzzy logical inferences per second (FLIPS) measured for ach device. There is a large gap in run time between the ASIC and software approaches even if we resort to a specialized fuzzy microprocessor. As for design time and cost, these two approaches represent two extremes. An ASIC approach is extremely expensive. It is, therefore, an important research topic to design a specialized computing architecture for fuzzy applications that falls between these two extremes both in run time and design time/cost. TABLEI INFERENCE TIME BY 51 RULES {{{{Time }}{{MIPS R3000 }}{{ASIC }}{{Regular }}{{With min/mix }}{{6000 inference 1 inference FLIPS }}{{125s 20.8ms 48 }}{{49s 8.2ms 122 }}{{0.0038s 6.4㎲ 156,250 }} }}

• Journal of the Korean Society of Food Science and Nutrition
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• v.39 no.10
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• pp.1545-1554
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• 2010

Korean government will set up the nationwide food safety system with strict control of hazardous nutrients like sugar, fatty acids and sodium as well as advanced nutrition education system. In addition, almost one hundred percent of school food service rate forced the government to consider more effective ways to upgrade the nutritional status of school meals. The object of our study was to provide the data on content and consumption of sugar in school meal for the nationwide project. For this purpose, we surveyed the sugar content of 842 school meal menus and their intake level for 154 days in 8 schools in Daejeon and Chungcheong Province. Sugar contents, the sum of the quantity of 5 sugars commonly detected in food, were analysed with HPLC-RID (Refractive Index Detector). Sugar intakes were calculated by multiplying the intake of each menu to the sugar content of that menu. The sugar content was highest in the desserts, which include fruit juices, dairy products and fruits. Sugar content of side dish was high in sauces and braised foods. Sugar intake from one dish is high in beverage and dairy product, and one dish meals contribute greatly to sugar intake because of their large amount of meal intake. The average lunch meal intakes of second grade and fifth grade elementary school students were 244 g/meal and 304 g/meal, respectively. The meal intake of middle school student was 401 g/meal. The average sugar intake from one day school lunch was 4.22 g (4.03 g on elementary and 5.31 g on middle school student), which is less than 10% of daily sugar reference value for Koreans. The result of this study provides exact data of sugar intake pattern based on the content of sugar which is matched directly to the meals consumed by the students.

• Asia pacific journal of information systems
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• v.20 no.1
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• pp.141-170
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• 2010

User created content (UCC) is created and shared by common users on line. From the user's perspective, the increase of UCCs has led to an expansion of alternative means of communications, while from the business perspective UCCs have formed an environment in which an abundant amount of new contents can be produced. Despite outward quantitative growth, however, many aspects of UCCs do not meet the expectations of general users in terms of quality, and this can be observed through pirated contents and user-copied contents. The purpose of this research is to investigate effective methods for fostering production of creative user-generated content. This study proposes two core elements, namely, reward and motivation, which are believed to enhance content creativity as well as the mediating factor and users' committement, which will be effective for bridging the increasing motivation and content creativity. Based on this perspective, this research takes an in-depth look at issues related to constructing the dimensions of reward and motivation in UCC services for creative content product, which are identified in three phases. First, three dimensions of rewards have been proposed: task dimension, social dimension, and organizational dimention. The task dimension rewards are related to the inherent characteristics of a task such as writing blog articles and pasting photos. Four concrete ways of providing task-related rewards in UCC environments are suggested in this study, which include skill variety, task significance, task identity, and autonomy. The social dimensioni rewards are related to the connected relationships among users. The organizational dimension consists of monetary payoff and recognition from others. Second, the two types of motivations are suggested to be affected by the diverse rewards schemes: intrinsic motivation and extrinsic motivation. Intrinsic motivation occurs when people create new UCC contents for its' own sake, whereas extrinsic motivation occurs when people create new contents for other purposes such as fame and money. Third, commitments are suggested to work as important mediating variables between motivation and content creativity. We believe commitments are especially important in online environments because they have been found to exert stronger impacts on the Internet users than other relevant factors do. Two types of commitments are suggested in this study: emotional commitment and continuity commitment. Finally, content creativity is proposed as the final dependent variable in this study. We provide a systematic method to measure the creativity of UCC content based on the prior studies in creativity measurement. The method includes expert evaluation of blog pages posted by the Internet users. In order to test the theoretical model of our study, 133 active blog users were recruited to participate in a group discussion as well as a survey. They were asked to fill out a questionnaire on their commitment, motivation and rewards of creating UCC contents. At the same time, their creativity was measured by independent experts using Torrance Tests of Creative Thinking. Finally, two independent users visited the study participants' blog pages and evaluated their content creativity using the Creative Products Semantic Scale. All the data were compiled and analyzed through structural equation modeling. We first conducted a confirmatory factor analysis to validate the measurement model of our research. It was found that measures used in our study satisfied the requirement of reliability, convergent validity as well as discriminant validity. Given the fact that our measurement model is valid and reliable, we proceeded to conduct a structural model analysis. The results indicated that all the variables in our model had higher than necessary explanatory powers in terms of R-square values. The study results identified several important reward shemes. First of all, skill variety, task importance, task identity, and automony were all found to have significant influences on the intrinsic motivation of creating UCC contents. Also, the relationship with other users was found to have strong influences upon both intrinsic and extrinsic motivation. Finally, the opportunity to get recognition for their UCC work was found to have a significant impact on the extrinsic motivation of UCC users. However, different from our expectation, monetary compensation was found not to have a significant impact on the extrinsic motivation. It was also found that commitment was an important mediating factor in UCC environment between motivation and content creativity. A more fully mediating model was found to have the highest explanation power compared to no-mediation or partially mediated models. This paper ends with implications of the study results. First, from the theoretical perspective this study proposes and empirically validates the commitment as an important mediating factor between motivation and content creativity. This result reflects the characteristics of online environment in which the UCC creation activities occur voluntarily. Second, from the practical perspective this study proposes several concrete reward factors that are germane to the UCC environment, and their effectiveness to the content creativity is estimated. In addition to the quantitive results of relative importance of the reward factrs, this study also proposes concrete ways to provide the rewards in the UCC environment based on the FGI data that are collected after our participants finish asnwering survey questions. Finally, from the methodological perspective, this study suggests and implements a way to measure the UCC content creativity independently from the content generators' creativity, which can be used later by future research on UCC creativity. In sum, this study proposes and validates important reward features and their relations to the motivation, commitment, and the content creativity in UCC environment, which is believed to be one of the most important factors for the success of UCC and Web 2.0. As such, this study can provide significant theoretical as well as practical bases for fostering creativity in UCC contents.

• Journal of Distribution Research
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• v.15 no.3
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• pp.111-137
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• 2010

The basic purpose of this study is to investigate perceived quality and service personal value affecting the result of long-term relationship between service buyers and suppliers. This research presented a constructive model(perceived quality affecting the service personal value and the moderate effect of NFC) in the on off line and then propose the research model base on prior researches and studies about relationships among components of service. Data were gathered from respondents who visit at the education service market. For this study, Data were analyzed by AMOS 7.0. We integrate the literature on services marketing with researches on personal values and perceived quality. The SERPVAL scale presented here allows for the creation of a common ground for assessing service personal values, giving a clear understanding of the key value dimensions behind service choice and usage. It will lead to a focus of future research in services marketing, extending knowledge in the field and stimulating further empirical research on service personal values. At the managerial level, as a tool the SERPVAL scale should allow practitioners to evaluate and improve the value of a service, and consequently, to define strategies and actions to address services for customers based on their fundamental personal values. Through qualitative and empirical research, we find that the service quality construct conforms to the structure of a second-order factor model that ties service quality perceptions to distinct and actionable dimensions: outcome, interaction, and environmental quality. In turn, each has two subdimensions that define the basis of service quality perceptions. The authors further suggest that for each of these subdimensions to contribute to improved service quality perceptions, the quality received by consumers must be perceived to be reliable, responsive, and empathetic. Although the service personal value may be found in researches that explore individual values and their consequences for consumer behavior, there is no established operationalization of a SERPVAL scale. The inexistence of an established scale, duly adapted in order to understand and analyze personal values behind services usage, exposes the need of a measurement scale with such a purpose. This need has to be rooted, however, in a conceptualization of the construct being scaled. Service personal values can be defined as a customer's overall assessment of the use of a service based on the perception of what is achieved in terms of his own personal values. As consumer behaviors serve to show an individual's values, the use of a service can also be a way to fulfill and demonstrate consumers'personal values. In this sense, a service can provide more to the customer than its concrete and abstract attributes at both the attribute and the quality levels, and more than its functional consequences at the value level. Both values and services literatures agree, that personal value is the highest-level concept, followed by instrumental values, attitudes and finally by product attributes. Purchasing behaviors are agreed to be the end result of these concepts' interaction, with personal values taking a major role in the final decision process. From both consumers' and practitioners' perspectives, values are extremely relevant, as they are desirable goals that serve as guiding principles in people's lives. While building on previous research, we propose to assess service personal values through three broad groups of individual dimensions; at the self-oriented level, we use (1) service value to peaceful life (SVPL) and, at the social-oriented level, we use (2) service value to social recognition (SVSR), and (3) service value to social integration (SVSI). Service value to peaceful life is our first dimension. This dimension emerged as a combination of values coming from the RVS scale, a scale built specifically to assess general individual values. If a service promotes a pleasurable life, brings or improves tranquility, safety and harmony, then its user recognizes the value of this service. Generally, this service can improve the user's pleasure of life, since it protects or defends the consumer from threats to life or pressures on it. While building upon both the LOV scale, a scale built specifically to assess consumer values, and the RVS scale for individual values, we develop the other two dimensions: SVSR and SVSI. The roles of social recognition and social integration to improve service personal value have been seriously neglected. Social recognition derives its outcome utility from its predictive utility. When applying this underlying belief to our second dimension, SVSR, we assume that people use a service while taking into consideration the content of what is delivered. Individuals consider whether the service aids in gaining respect from others, social recognition and status, as well as whether it allows achieving a more fulfilled and stimulating life, which might then be revealed to others. People also tend to engage in behavior that receives social recognition and to avoid behavior that leads to social disapproval, and this contributes to an individual's social integration. This leads us to the third dimension, SVSI, which is based on the fact that if the consumer perceives that a service strengthens friendships, provides the possibility of becoming more integrated in the group, or promotes better relationships at the social, professional or family levels, then the service will contribute to social integration, and naturally the individual will recognize personal value in the service. Most of the research in business values deals with individual values. However, to our knowledge, no study has dealt with assessing overall personal values as well as their dimensions in a service context. Our final results show that the scales adapted from the Schwartz list were excluded. A possible explanation is that although Schwartz builds on Rokeach work in order to explore individual values, its dimensions might be especially focused on analyzing societal values. As we are looking for individual dimensions, this might explain why the values inspired by the Schwartz list were excluded from the model. The hierarchical structure of the final scale presented in this paper also presents theoretical implications. Although we cannot claim to definitively capture the dimensions of service personal values, we believe that we come close to capturing these overall evaluations because the second-order factor extracts the underlying commonality among dimensions. In addition to obtaining respondents' evaluations of the dimensions, the second-order factor model captures the common variance among these dimensions, reflecting the respondents' overall assessment of service personal values. Towards this fact, we expect that the service personal values conceptualization and measurement scale presented here contributes to both business values literature and the service marketing field, allowing for the delineation of strategies for adding value to services. This new scale also presents managerial implications. The SERPVAL dimensions give some guidance on how to better pursue a highly service-oriented business strategy. Indeed, the SERPVAL scale can be used for benchmarking purposes, as this scale can be used to identify whether or not a firms' marketing strategies are consistent with consumers' expectations. Managerial assessment of the personal values of a service might be extremely important because it allows managers to better understand what customers want or value. Thus, this scale allows us to identify what services are really valuable to the final consumer; providing knowledge for making choices regarding which services to include. Traditional approaches have focused their attention on service attributes (as quality) and service consequences(as service value), but personal values may be an important set of variables to be considered in understanding what attracts consumers to a certain service. By using the SERPVAL scale to assess the personal values associated with a services usage, managers may better understand the reasons behind services' usage, so that they may handle them more efficiently. While testing nomological validity, our empirical findings demonstrate that the three SERPVAL dimensions are positively and significantly associated with satisfaction. Additionally, while service value to social integration is related only with loyalty, service value to peaceful life is associated with both loyalty and repurchase intent. It is also interesting and surprising that service value to social recognition appears not to be significantly linked with loyalty and repurchase intent. A possible explanation is that no mobile service provider has yet emerged in the market as a luxury provider. All of the Portuguese providers are still trying to capture market share by means of low-end pricing. This research has implications for consumers as well. As more companies seek to build relationships with their customers, consumers are easily able to examine whether these relationships provide real value or not to their own lives. The selection of a strategy for a particular service depends on its customers' personal values. Being highly customer-oriented means having a strong commitment to customers, trying to create customer value and understanding customer needs. Enhancing service distinctiveness in order to provide a peaceful life, increase social recognition and gain a better social integration are all possible strategies that companies may pursue, but the one to pursue depends on the outstanding personal values held by the service customers. Data were gathered from 284 respondents in the korean discount store and online shopping mall market. This research proposed 3 hypotheses on 6 latent variables and tested through structural equation modeling. 6 alternative measurements were compared through statistical significance test of the 6 paths of research model and the overall fitting level of structural equation model. and the result was successful. and Perceived quality more positively influences service personal value when NFC is high than when no NFC is low in the off-line market. The results of the study indicate that service quality is properly modeled as an antecedent of service personal value. We consider the research and managerial implications of the study and its limitations. In sum, by knowing the dimensions a consumer takes into account when choosing a service, a better understanding of purchasing behaviors may be realized, guiding managers toward customers expectations. By defining strategies and actions that address potential problems with the service personal values, managers might ultimately influence their firm's performance. we expect to contribute to both business values and service marketing literatures through the development of the service personal value. At a time when marketing researchers are challenged to provide research with practical implications, it is also believed that this framework may be used by managers to pursue service-oriented business strategies while taking into consideration what customers value.