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

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

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.8
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• pp.344-351
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• 2019

The purpose of this study was to obtain the basic data for developing more advanced courses on character education by surveying and analyzing the perception and demands of character education of university students and further, to provide useful information for creating institutional protocol on character education. The study was conducted from April 2018 to May 2018 on students attending the departments of non-health science and health science university students. A total of 206 students participated in this study, and all the students in the non-health science and health science departments were found to be highly aware of the need for character education, its importance and the possibility of personality development through learning. Students from all the departments showed high levels on average in terms of self-understanding according to their personality abilities, and especially their high levels of 'consideration' and 'responsibility'. For the differences in perception of self-efficacy, the lowest level of recognition was for 'will' and the average values were not high. In their response to personality level, all students answered that their personality was 'high' (42.1%), and that the personality education courses at the schools they are currently attending were 'not satisfied' with both the non-health science and health science students. As a result, there were higher results overall for the health science students than that for the non-health science students, but there were not many significant differences. To this end, education institutes will have to prepare conditions for university students to cultivate their expertise in character, while at the same time helping them grow into human beings with the qualities demanded by society. In addition, the government should establish curriculums and content by accurately identifying the needs of character education and devising concrete measures for their implementation, and by more faithfully considering quantitative and qualitative context types for the content base of character education.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.3
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• pp.410-422
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• 2018

This paper studies the factors that increase the sustainability of Industry-University cooperation in the current structure of domestic I-U cooperation, which is highly dependent on government support. First, we examine the extent to which the 'I-U Relationship Strength' can be explained by the cumulative 'Experiences of I-U cooperation' and 'Width of various I-U cooperation channels', and the 'I-U cooperation barrier' can be explained by the 'Difference in mutual recognition' and 'Institutional barriers' on sustainability. In addition, the factors that can lower the 'I-U cooperation barrier', such as the 'University administration's efforts' and 'Trust between I-U', are examined. The researchers examined the factors affecting the sustainability of I-U cooperation and the factors affecting 'I-U cooperation barriers' in the 'I-U cooperation technology development projects' of the Ministry of Small & Medium Venture Business and Startups with its long history of domestic I-U cooperation programs. In order to clarify the data of the research sample, a questionnaire survey of organizational units was conducted for all companies participating in the 'I-U cooperation technology development projects' of the Ministry of SMVB and Startups between 2011 and 2015, and the responses of 356 organizations were used. It was found that the greater the 'Width of the I-U cooperation channels', the higher the sustainability and that the greater the 'Institutional barriers', the lower the sustainability. However, through the 'University administration's efforts' and 'Trust between I-U', it is possible to overcome the 'I-U cooperation barrier'. Ultimately, the systematization of Industry-University-Research institute subjects is needed to realize sustainability. In other words, it is necessary to have a linkage program that can broaden the link between industry and universities, that is to broaden the scope of I-U cooperation. Moreover, it is necessary for the government to provide institutional support to promote desirable I-U cooperation policies. Finally, it is essential to change the universities' core organizations in order to improve the level of university administration services.

• Korean Journal of Heritage: History & Science
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• v.53 no.2
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• pp.110-139
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• 2020

Reclamation is the act of creating new lands by constructing dikes in offshore tidal flats to utilize them for various purposes, including the establishment of farmland to secure food for an increasing population. Based on the fact that reclamation has resulted in drastic changes in the environmental, economic, social, and cultural aspects of land expansion and development, population movement, and the formation of cities since ancient times, I reviewed the value of reclamation sites and addressed the issue of how to preserve and utilize them. "Reclamation culture" refers collectively to the recognition and concept system, behavior styles, and cultural products created by changes in the environment, and the tangible, intangible, and natural heritage generated directly and indirectly by reclamation is defined as "reclamation cultural heritage". It shows that the historical background of reclamation accords with prevailing trends, and that the reclamation sites possess cultural heritage value due to their historical, academic, and scarce characteristics. Numerous reclamation cultural heritage sites at the Gwangwhal and Gyehwa dikes are on the verge of being destroyed, with their original function having ended after the construction of Saemangeum Sea Wall. I propose measures to preserve these under the principle that utilization is based on the basic premise of conservation. First of all, modern and contemporary reclamation sites must necessarily be designated and managed as registered cultural properties, local cultural heritage, future heritage, and agricultural heritage. In particular, as it has been confirmed that reclamation sites created after the Goryeo and Joseon dynasties and the 1950s have not been designated as cultural heritage sites. It is necessary to review the characteristics and values of such reclamation sites through a full survey of national reclamation data. Effective and sustainable utilization of reclamation cultural heritage, which has not been acknowledged in the past due to its close relationship with our lives, is necessary to search for hidden stories found within that heritage, to organize governance for the efficient use of reclamation resources, and to build a museum to collect and display the history and culture of the reclaimed areas. Finally, through links with countries with experience in reclamation, we will be able to cope jointly with international issues such as those pertaining to society, culture, and environment, and would be able to implement various projects to further the advancement of human beings.

• Korean Journal of Heritage: History & Science
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• v.43 no.3
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• pp.144-179
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• 2010

Investigation into iron manufacture relics has been active since 1970s, especially accelerated in 1990s across the country. Consideration of the importance of production site relics has lately attracted attention to iron manufacture relics. Methodological studies of the investigation into iron manufacture relics, however, were less made compared with those of the investigation into tomb, dwelling, or swampy place relics. It is because the process of iron manufacture is too complicated to understand and also requires professional knowledge of metal engineering. With the recognition of these problems this research is to form an opinion about how to excavate, to rearrange and classify, and to examine iron manufacture relics, based upon the understanding of the nature of iron, iron production process, and metal engineering features of related relics like slag, iron lumps and so on. This research classifies iron manufacture relics into seven types according to the production process; mining, smelting, refining, tempering, melting, steelmaking, and the others. Then it arranges methods to survey in each stage of field study, trial digging, and excavation. It also explains how to classify and examine excavated relics, what field of natural science to be used to know the features of relics, and what efforts have been made to reconstruct a furnace and what their problems were, making the best use of examples, drawings, and photos. It comes to the conclusion, in spite of the lack of in-depth discussion on application and development of various investigation methods, that iron manufacture relics can be classified according to the production process, that natural sciences should be applied to get comprehensive understanding of relics as well as archeological knowledge, and that efforts to reconstruct a furnace should be continued from the aspect of experimental archeology.

• Korean Journal of Remote Sensing
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• v.34 no.3
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• pp.439-450
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• 2018

The lineament is a linear or curved terrain element to discriminate adjacent geological structures in each other. It has been widely used for analysis of geology, mineral exploration, natural disasters, and earthquake, etc. In the past, the lineament has been extracted using cartographic map or field survey. However, it is possible to extract more efficiently the lineament for a very wide area thanks to development of remote sensing technique. Remotely sensed observation by aircraft, satellite, or digital elevation model (DEM) has been used for visual recognition for manual lineament extraction. Automatic approaches using computer science have been proposed to extract lineament more objectively. In this study, we evaluate the characteristics of lineament which is automatically extracted with respect to difference of spatial resolution of DEM. We utilized two types of DEM: one is Shuttle Radar Topography Mission (SRTM) with spatial resolution of about 90 m (3 arc sec), and the other is the latest world DEM of TerraSAR-X add-on for Global DEM with 12 m spatial resolution. In addition, a global DEM was resampled to produce a DEM with a spatial resolution of 30 m (1 arc sec). The shaded relief map was constructed considering various sun elevation and solar azimuth angle. In order to extract lineament automatically, we used the LINE module in PCI Geomatica software. We found that predominant direction of the extracted lineament is about $N15-25^{\circ}E$ (NNE), regardless of spatial resolution of DEM. However, more fine and detailed lineament were extracted using higher spatial resolution of DEM. The result shows that the lineament density is proportional to the spatial resolution of DEM. Thus, the DEM with appropriate spatial resolution should be selected according to the purpose of the study.

• Cartoon and Animation Studies
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• s.42
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• pp.151-175
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• 2016

The game industry has evolved from mobile games to PC online games after the smart-phone industry was opened up. In this environment, the game industry has rather been negatively developing its commercials means than the sufficient fundamental entertainment to the users. Especially, many games were released with better graphic qualities yet poor originality, continuing to be popular without enhancing the market itself. Moreover, the user's recognition level has improved. The users share their online gaming experience easily with the development of network environment. They receive the feedbacks on the quality of the game through the online channels and media by sharing them together. The high margin of the game industry will lead to the negative feedbacks of the users, effecting them to critique the content although the market looks good for now. The game industry's evolution has to be reviewed in the perspective of users, to look back at the successful cases of the past before the mobile era by analyzing and indicating the quality of the games and content's direction. This research is focused on the success factors of from the user's point of view, which has been widely claimed as a popular game franchise publicly before the mobile games had risen. WOW has been the most successful MMORPG game with its user record of 1.2 million till now. For these reasons, this study analyzes 's success factors from the user's point of view by configuring five expert groups, sequentially applying expert group survey, interview, Jobs-to-be-done and Fishbein Model as UX methodologies based on the business model to see through its long term rein in the industry. Consequently, The success factors from the user side of MMORPG provides an opportunity for the users to interact deeply with the game by (1) using well designed 'world view' over 10 years, (2) providing 'national policy' that is based on the locations of the users' culture and language, (3) providing 'expansions' with changes in time to give the digging elements to the users.

• Journal of the Korean Institute of Landscape Architecture
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• v.40 no.4
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• pp.90-103
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• 2012

The aim of this study is to be able to understand the problems within the urban agriculture policy promoted by the Government and local autonomous entity base on the comparison of the consciousness of the urban agriculture between urban farmers and public officials and to inquire into the further revitalization scheme in the end. For this purpose, this study drew implications through studying latest trend and the legislation of domestic and foreign urban agriculture and then conducted a questionnaire survey of urban farmers and public officials. Because of this research, the revitalization schemes of urban agriculture are as follows: First, it's necessary to secure the usable arable land, such as the green roof, community garden, as well as urban agriculture park, etc. Second, it is necessary to establish the urban agriculture relations act suited for the actual circumstances of our country and to back up the legislation at an institutional, technological level in terms of a nation in order to secure the durability of urban agriculture. Third, it is advisable to make a proposal about the problems in time of activities for cultivation by forming a network between urban farmers and public officials and to prepare the plan for the active exchange of farming technologies. Fourth, it's necessary to activate the community gardens by supplying the education through cultivation method & its management method, and a variety of urban-agriculture-participation programs. Fifth, it is necessary to set up the specialized and practical education through an institute for landscape architecture. Sixth, it is necessary to induce the spontaneous participation in urban agriculture from urban farmers accompanied by the activities for promotion that are worth arousing urban farmers' interest. Lastly, it is also necessary to establish a legal basis of urban agricultural parks and facilities as well as to promote a search for multilateral policies and their practice so that the further urban agriculture can be stably continued within city boundaries.

• Journal of radiological science and technology
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• v.34 no.1
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• pp.17-25
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• 2011

In this study, we examined the impact caused by chronic exposure to Mn by investigating the degree of brain activation based on the data of recognition activities using fMRI (functional magnetic resonance imaging). A questionnaire survey, blood tests, and fMRI tests were carried out with respect to two groups. Group 1 was an exposure group consisting of 15 male workers who are 34 years old or older, and who worked for longer than 10 years in a shipbuilding factory as a welder. Group 2 was a control group consisting of 15 workers in manufacturing industries with the same gender and age. The results showed that blood Mn concentration of Group 1($1.3\;{\mu}g/dl$) was significantly higher than that of Group 2($0.8\;{\mu}g/dl$)(p < 0.001), and Pallidal Index (PI) of Group 1 was also significantly higher than that of Group 2 (p < 0.001). PI value of the group whose blood Mn concentration was $0.93\;{\mu}g/dl$ or higher was significantly higher than that of the group whose blood Mn concentration was less than $0.93 \;{\mu}g/dl$ (p < 0.001). As for brain activity area within the control group, the right and the left areas of occipital cortex showed significant activity and the left area of middle temporal cortex, the right area of superior inferior frontal cortex and inferior parietal cortex showed significant activity. Unlike the control group, the exposure group showed significant activity on the right area of superior inferior temporal cortex, the left of insula area. In the comparison of brain activity areas between the two groups, the exposure group showed significantly higher activation than the control group in such areas as the right inferior temporal cortex, the left area of superior parietal cortex and occipital cortex, and cerebellum including middle temporal cortex. However, in nowhere the control group showed more activated area than the exposure group. As the final outcome, chronic exposure to Mn increased brain activity during implementation of arithmetic task. In an identical task, activation increased in superior inferior temporal cortex, and insula area. And it was discovered that brain activity increase in temporal area and occipital area was more pronounced in the exposure group than in the control group. This result suggests that chronic exposure to Mn in the work environment affects brain activation neuro-network.

• Journal of Dairy Science and Biotechnology
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• v.34 no.4
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• pp.255-262
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• 2016

This study was conducted to investigate the difficulties of dairy farms in practicing 6th industrialization and methods for overcoming these difficulties. A qustionnaire survey was carried out to examine the present states of farms, recognition of the farmstead milk-processing market situation, possibility of farmstead milk processing for reducing the raw milk surplus, assessment of government policies, and difficulties dairy farmers confront in realizing the 6th industrialization. Farm sizes, types, and human resources organizations varied between farms. Most farmers were producing yogurt and/or fresh (string or barbecue) cheeses, which were marketed through 'Visit and Purchase' channel. Farmers who answered the questionnaire were relatively positive about the current situation of farmstead milk processing, expecting to be involved in the disposal of excess raw milk. Nevertheless, they responded negatively about current relevant policies, citing the main difficulties caused by 'excessive regulation'. Other barriers to successful '6th industrialization' are difficulties in marketing and lack of funds. Approximately 19% of dairy farms practicing the '6th industrialization' use automatic milking system (AMS) and 38.46% of dairy farmers whose milking depends on conventional milking system intend to introduce AMS in the future. Positive expectations of AMS adoption were mostly related to 'lack of time and labor', 'exhibiting for tourism', and 'succession of dairying'.