• 마케팅과학연구
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• 제18권3호
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

• Asia pacific journal of information systems
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• 제19권3호
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• pp.69-98
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• 2009

We investigated what factors motivate gamers to participate in a guild and why they continue to be engaged as members of the guild. We find that, based on the result of focus group interviews with MMORPG gamers, social support and self-esteem factors play important roles. Considering both prior research and the focus group interviews we have conducted, we define social support and character control as independent variables. Character identity, guild identity, and self-esteem are proposed as mediating variables while guild flow and game loyalty as dependent variables. Accordingly, we develop the research model and hypotheses, and verify them empirically. Based on our experiences of playing the WoW game, we proposed a research model and conducted focus-group interviews (FGIs). FGIs involve formulating a hypothesis and then collecting some relevant data. FGIs were conducted face-to-face with students of C University in Korea. We formulated structured interview schedules, and the questions were based on our research variables and personal experiences. The questions for the interviews encompassed the following areas: (a) the demographic characteristics of the focus group; (b) the number of years for which respondents had played online games; (c) the motive for starting a game; (d) the number of game-characters assumed by each gamer; (e) the type of game played; and (f) other issues such as the reasons for involvement in the play, the willingness to reuse the game in case new versions were released, etc. On average, it took two hours to interview each of three groups. A primary set of FGIs was conducted with three groups on the premise that there would be some differences caused by character race (Horde vs. Alliance) or by playable server (Normal vs. Combat). With respect to the manner of playing, we found that guild members shared information, felt a sense of belonging, and played computer games for quite a long time through the guild; however, they did not undergo these experiences when playing alone. Gamers who belonged to a specific guild helped other players without expecting compensation for that, freely shared information about the game, gave away items for free, and more generous with other members who made mistakes. The guild members were aware of the existence other members and experienced a sense of belonging through interactions with, and evaluations from, other players. It was clear that social support was shown within the guild and that it played an important role as a major research variable. Based on the results of the first FGIs, a second set of in-depth FGIs was carried out with a focus on the psychology of the individual within the guild and the social community of the guild. The second set of FGIs also focused on the guild's offline meetings. Gamers, over all, recognize the necessity of joining a community, not only off-line but also online world of the guild. They admit that the guild is important for them to easily and conveniently enjoy playing online computer games. The active behavior and positive attitudes of existing guild members can motivate new members of the guild to adapt themselves to the guild environment. They then adopt the same behaviors and attitudes of established guild members. In this manner, the new members of the guild strengthen the bonds with other gamers while feeling a sense of belonging, and developing social identity, thereby. It was discovered that the interaction among guild members and the social support encouraged new gamers to quickly develop a sense of social identity and increase their self-esteem. The guild seemed to play the role of socializing gamers. Sometimes, even in the real world, the guild members helped one another; therefore, the features of the guild also spilled over to the offline environment. We intend to use self-esteem, which was found through the second set of FGIs, as an important research variable. To collect data, an online survey was designed with a questionnaire to be completed by WoW gamers, who belong to a guild. The survey was registered on the best three domestic game-sites: 'WoW playforum,' 'WoW gamemeca,' and 'Wow invent.' The selected items to be measured in the questionnaire were decided based on prior research and data from FGIs. To verify the content of the questionnaire, we carried out a pilot test with the same participants to point out ambiguous questions as a way to ensure maximum accuracy of the survey result. A total of 244 responses were analyzed from the 250 completed questionnaires. The SEM analysis was used to test goodness-of-fit of the model. As a result, we found important results as follows: First, according to the statistics, social support had statistically significant impacts on character control, character identity, guild identity and self-esteem. Second, character control had significant effects on character identity, guild identity and self-esteem. Third, character identity shows its clear impact on self-esteem and game loyalty. Fourth, guild identity affected self-esteem, guild flow and game loyalty. Fifth, self-esteem had a positive influence on the guild flow. These days, the number of virtual community is rising along with its significance largely because of the nature of the online games. Accordingly, this study is designed to clarify the psychological relationship between gamers within the guild that has been generally established by gamers to play online games together. This study focuses on the relationships in which social support influences guild flow or game loyalty through character control, character identity, guild identity, and self-esteem, which are present within a guild in the MMORPG game environment. The study results are as follows. First, the effects of social support on character control, character identity, guild identity and self-esteem are proven to be statistically significant. It was found that character control improves character identity, guild identity and self-esteem. Among the seven variables, social support, which is derived from FGIs, plays an important role in this study. With the active support of other guild members, gamers can improve their ability to develop good characters and to control them. Second, character identity has a positive effect on self-esteem and game loyalty, while guild identity has a significant effect on self-esteem, guild flow and game loyalty. Self-esteem affects guild flow. It was found that the higher the character and guild identities become, the greater the self-esteem is established. Contrary to the findings of prior research, our study results indicate that the relationship between character identity and guild flow is not significant. Rather, it was found that character identity directly affects game players' loyalty. Even though the character identity had no direct effect on increasing guild flow, it has indirectly affected guild flow through self-esteem. The significant relationship between self-esteem and guild flow indicates that gamers achieve flow, i.e., a feeling of pleasure and excitement through social support. Several important implications of this study should be noted. First, both qualitative and quantitative methods were used to conduct this study. Through FGIs, it was observed that both social support and self-esteem are important variables. Second, because guilds had been rarely studied, this research is expected to play an important role in the online community. Third, according to the result, six hypotheses (H1, H5, H6, H7, H8, and H11) setup based on FGIs, were statistically significant; thus, we can suggest the corresponding relationships among the variables as a guideline for follow-up research. Our research is significant as it has following implications: first, the social support of the guild members is important when establishing character control, character identity, guildidentity and self-esteem. It is also a major variable that affects guild flow and game loyalty. Second, character control when improved by social support shows notable influence on the development of character identity, guild identity and self-esteem. Third, character identity and guild identity are major factors to help establish gamers' own self-esteem. Fourth, character identity affects guild flow through self-esteem and game loyalty. The gamers usually express themselves through characters; the higher character identity is, the more loyalty a gamer has. Fifth, guild identity, established within the guild, has clear effects on self-esteem, guild flow and game loyalty. Sixth, qualitative and quantitative methods are employed to conduct this study. Based on the results of focus group interviews and SEM analysis, we find that the social support by guild members and psychological factors are significant in strengthening the flow of guild and loyalty to the game. As such, game developers should provide some extra functions for guild community, through which gamers can play online games in collaboration with one another. Also, we suggest that positive self-esteem which is built up through social support can help gamers achieve higher level of flow and satisfaction, which will consequently contribute to minimizing the possibility for the players to develop negative attitude toward the guild they belong to.

• 중소기업연구
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• 제31권2호
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• pp.19-37
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• 2009

본 연구의 목적은 인적자원의 혁신성과 학습지향성이 혁신효과 및 사업성과에 미치는 영향관계를 연구함에 있어 중소기업과 대기업의 차이를 알아보는 것이었다. 다양한 업종의 실무자 479명으로부터 수집한 설문자료를 t-검정, 회귀분석 등을 이용하여 분석하였다. 연구결과에서 대기업은 중소기업에 비해 인적자원의 혁신성, 학습지향성, 혁신효과, 사업성과 면에서 더 높은 수준을 보였다. 혁신효과를 종속변인으로 한 회귀분석 결과에서 인적자원의 혁신성, 학습지향성, 인적자원의 혁신성-학습지향성의 상호 작용 변인이 혁신효과에 영향을 미치는 것으로 나타났고, 기업규모의 조절효과도 확인되어 중소기업의 경우 대기업에 비해 인적자원의 혁신성이 혁신효과에 미치는 영향이 더 크고, 대기업의 경우 중소기업에 비해 학습지향성이 혁신효과에 미치는 영향이 더 크다는 사실을 알 수 있었다. 사업성과를 종속변인으로 한 회귀 분석 결과에서는 학습지향성, 혁신효과, 인적자원의 혁신성-학습지향성의 상호작용 변인이 유의한 영향을 미치는 것으로 나타났으며, 기업규모의 조절효과가 확인되었다. 연구결과를 토대로 기업을 위한 시사점이 제시되었는데, 중소기업과 대기업 모두 혁신효과와 사업성과를 끌어올리기 위해 인적자원의 혁신성과 학습 지향적 문화의 확산에 고루 투자함으로서 성공적인 혁신 상품과 서비스 개발을 이루고, 궁극적으로 사업성과의 향상에 기여할 수 있을 것이다.

• 한국유통학회지:유통연구
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• 제15권3호
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• pp.71-110
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• 2010

본 연구에서는 항공권 예약 발권 웹사이트의 서비스 품질을 측정 뿐만 아니라 서비스 회복도 측정하고자 하였다. 또한 서비스 품질과 서비스 회복이 고객만족 및 충성의도에 미치는 영향관계를 실증하고자 하였다. 온라인 서비스 품질과 온라인 서비스 회복의 측정을 위해 Parasuraman, Zeithaml, & Malhotra(2005)가 개발한 E-S-QUAL과 E-RecS-QUAL을 사용했으며, 했다. E-S-QUAL은 온라인 서비스 품질을 측정하는 도구로써, 효율성, 시스템 이용가능성, 이행성, 프라이버시의 4개 차원 22개 항목으로 구성된다. E-RecS-QUAL은 온라인 서비스 회복을 측정하는 도구로써, 반응, 보상, 접촉의 3개 차원 11개 항목으로 구성된다. 실증분석을 위한 설문조사는 항공사나 여행사의 웹사이트를 통해 국내 외 항공권을 구입해 본 경험이 있는 소비자를 대상으로 실시하였는데, 총 400부가 회수되었고, 이 중 342부를 최종분석에 사용하였다. 실증분석을 위해 AMOS 7.0과 SPSS 15.0을 사용하였다. 먼저, SPSS 15.0을 사용하여, 요인점수를 이용한 회귀분석으로 가설검증을 한 결과, <가설 I-1, 2, 3, 4, II-1, 2, 3, III-1, IV-1>이 전부 채택되었다. 온라인 서비스 품질과 온라인 서비스 회복의 각 차원은 모두 전반적인 서비스 품질에 유의한 영향을 보였고, 전반적인 서비스 품질은 고객만족에 유의한 영향을 미쳤다. 마지막으로 고객만족 역시 충성의도에 유의한 영향을 미치는 것으로 확인되었다. 한편 AMOS 7.0을 사용하여 모형 분석을 하였는데, 모형의 적합도는 가설검증을 하기에 합당한 수치가 나왔다. 이를 토대로 가설검증을 한 결과, <가설 I-1, 3, II-1, 3, III-1, IV-1>은 채택되었고, <가설 I-2, 4, II-2>는 기각되었다. 이 결과는 Parasuraman et al.(2005)이 주장한 것처럼 E-S-QUAL을 나타내는 데는 요인점수를 이용한 회귀분석이 더 적합하다는 것을 보여주는 것이라고 판단된다. 이를 토대로 본 연구의 시사점을 정리하였다.

• 핵의학기술
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• 제16권1호
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• pp.17-26
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• 2012

[목적] 본 연구는 화학적으로 안정된 $^{99m}Tc$-HMPAO (d, l-hexamethylpropylene amine oxime) 방사성 의약품을 사용한 환자 가운데 뇌조직 추출률이 떨어져 영상의 질이 저하되었던 환자를 대상으로 $^{99m}Tc$-HMPAO 방사성 의약품 외의 요인으로 뇌조직 추출률에 변화가 일어나는 요인을 알아보고자 한다. [대상 및 방법] 2010년 1월부터 2010년 12월까지 대뇌경색(Cerebral infarction, CI)에 의한 $^{99m}Tc$-HMPAO 뇌혈류 SPECT 검사를 시행한 환자 272명 가운데 뇌조직 추출률이 떨어졌던 환자 23명(연령 $55.3{\pm}9$세, 남 21명, 여 3명)을 대상으로 하였다. 대상환자는 정상 뇌조직 추출률을 보인 환자와 검사를 동시에 진행하여 같은 $^{99m}Tc$-HMPAO 방사성의약품을 사용함으로써 화학적 안전성을 확인하였다. 대상환자의 연령, 성별, 혈압, 당뇨 수치, 검사 시 사용 약물, 검사시 환자상태, 과거 검사 시 CT/MRI 조영제 부작용 이력, 과거 SPECT 검사를 시행한 환자의 전과 후 검사 영상을 비교하여 뇌조직 추출률에 영향을 미치는 요인과의 상관관계를 분석하였다. [결과] 다중선형회귀분석(Multiple Linear Regression)의 결과, 성별 및 전, 후 검사 영상을 제외한 6가지 사항에서는 특이한 상관관계를 발견할 수 없었다($p$>0.05). 남성 91.3%, 여성 8.7%로 남성이 여성보다 뇌조직 추출률이 떨어졌다고 보인다. 비모수 검증을 이용한 전과 후 검사 영상에서는 유의미한 차이를 나타내지 않았다($p$>0.05). 결과적으로 전과 후 검사 영상에서 비슷한 뇌조직 추출률을 나타냈으며 환자 개인에 따라 뇌조직 추출률에 변화가 있음을 확인하였다. [결론] 화학적으로 안정된 $^{99m}Tc$-HMPAO 방사성 의약품의 사용도 환자의 개인적인 특성 및 체질에 따라서 뇌조직 추출률이 떨어지는 유의한 요인임을 확인하였다. 앞선 $^{99m}Tc$-HMPAO 뇌혈류 SPECT 관련 논문을 참고할 때 뇌혈관 질환 중 측부 순환로에 의한 요인이 추측되지만, 환자에 따라 뇌조직 추출률이 떨어지는 정확한 요인은 알 수 없었다. 그러나 $^{99m}Tc$-HMPAO SPECT 검사가 뇌질환에 따른 경과 추적에 유용한 검사이며 추적 검사 시 뇌조직 추출률이 떨어지는 환자에 대한 정보를 검사에 반영하여 정확한 검사와 판독에 도움을 줄 것으로 생각한다.

• 핵의학기술
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• 제14권2호
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• pp.33-37
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• 2010

관상동맥질환의 진단 및 평가에 있어서 myocardial perfusion SPECT검사와 FDG를 이용한 myocardial PET검사 그리고 PET/CT에 장착된 64-slice CT를 이용한 coronary CT angiography를 동시에 실행함으로 검사의 신뢰도와 편의성을 한층 더 높이고자 한다. 먼저 약물부하 myocardial perfusion SPECT검사를 먼저 시행한다. 환자의 피폭경감을 위해서 $^{99m}Tc$-MIBI 10 mCi 로 주사하며 myocardial PET검사를 위해서 지방식을 먹지 않고 ursodeoxcholic acid 100 mg을 생수와 함께 복용하게 하여 1시간 후에 SPECT 영상을 얻는다. 이어서 myocardial FDG PET검사를 시행한다. 혈중의 지방산 농도를 낮추고 심장의 FDG섭취율을 증가시키기 위해 혈중 포도당 농도치에 따라 insulin과 Acipimox를 함께 사용하는 독창적인 경구 당 부하법을 사용하였으며, 환자의 피폭 경감을 위해서 $^{18}F$-FDG 5 mCi를 주사하고 1시간 후에 10분간 gated 영상을 얻으며 필요시 delay 영상을 얻는다. PET검사가 끝남과 동시에 환자는 동일한 position을 하고 연속해서 coronary CTA를 시행한다. 이 검사에서 가장 중요한 것은 심박동수 조절과 환자의 호흡협조이다. 심박동수를 65회 이하로 낮추기 위해 beta blocker 50 mg~200 mg을 의사와 상의하여 복용케 하고 호흡법을 충분히 연습을 시키다. 검사 직전에 isosorbide dinitrate를 3~5회 분무하여 혈관벽의 긴장을 낮추고 혈관을 확장시켜서 coronary artery의 해부학적 형태를 더욱 잘 나타낼 수 있게 한다. 촬영 시 CT 조영제를 4.0~5.0 mL/sec의 압력으로 주입하며 촬영을 한다. Coronary CTA를 이용하면 coronary artery stenosis가 잘 보이며, 약물부하 myocardial perfusion SPECT로 coronary CTA에서 보인 stenosis와 perfusion저하의 상관관계를 검토(culprit vessel 확인)할 수 있으며, FDG PET으로 hibernating myocardium 또는 infarction site의 viability를 확인할 수 있다. 한 가지 검사로 lesion site와 severity 및 치료에 대한 반응 예측이 가능함으로 약물치료, PCI, CABG 등 치료방향을 설정할 수 있다. 또한 모든 검사 과정들이 연속적으로 동시에 이루어지기 때문에 짧은 시간(3시간) 내에 one-stop으로 검사를 종료할 수 있는 큰 장점을 가지게 된다. 그러므로 이 검사법은 ischemic heart disease의 one-stop evaluation에 있어서 유용한 protocol로 보여진다.

• 농촌의학ㆍ지역보건
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• 제29권1호
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• pp.43-63
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• 2004

이 연구는 일부 농촌지역주민들을 대상으로 수집된 건강의식 및 형태 조사자료를 이용하여 농촌지역주민들의 건강행위를 유형화하고 건강행위유형과 건강상태 및 건강관리실태와의 관련성을 규명하기 위해 시행된 것으로서 본 연구의 주요결과와 합의는 다음과 같다. 1. 건강행위유형은 식생활군, 흡연군, 운동군, 음주군, 건강무관심군, 수동적 태도군으로 구분되 있으며 각각의 구성비는 67.8%, 10.9%, 6.2%, 2.6%, 0.5%, 11.9%로 각 건강행위유형별 구성비는 전국민자료를 이용한 선행연구결과와 다소 상이하였다. 전체적으로 식생활군이 보다 많았고, 수동적 태도군의 구성비가 적었다. 또 건강행위유형을 구성하는 건강행위별로 계량화된 건강행위점수도 다소 차이가 있었다. 이는 연령구성, 직업구성, 소득수준 뿐 아니라 식생활을 중시는 농촌지역의 특성과 낮은 흡연율 등 건강행위의 차이에서 기인하는 것으로 보인다. 2. 각 건강행위 유형별 일반적 특성의 경우에도 전국적 자료를 이용한 연구결과와 차이가 있었다. 평균연령은 전국적 자료를 이용한 경우 건강 무관심군이 가장 많았으나 본 연구 결과에서는 가장 적었고 오히려 음주군의 평균연령이 가장 많았다. 성별 구성을 보면 음주군, 흡연군, 건강무관심군의 경우에 여성이 거의 없었고. 수동적 태도군, 식생활군 등에서 여성의 구성비가 높았고 운동군에서도 비교적 높았던 것은 전국결과와 유사하였다. 교육수준은 전국결과에서는 운동군이 가장 높았으나 본 연구결과에서도 운동군과 수동적 태도군에서 고졸이상의 고학력자가 비교적 많아 전국결과와 유사하였다. 직업의 경우, 음주군의 경우 비사무직이 많았고 심한 육체적 노동에 종사하는 사람들의 구성비가 높은 점. 음주군과 건강무관심군의 경제적 수준이 가장 낮았고 운동군의 소득수준이 높았던 점, 건강관련 정보원이 있는 경우가 음주군이 상대적으로 낮고 운동군이 높았던 점 등도 전국결과와 유사하였다. 그러나 건강검진율은 전국평균에 비해 높았고 전국자료에서는 음주군에서 가장 낮았고 운동군에서 가장 높았으나 본 연구는 음주군에서 상대적으로 높았으나 본 연구에서는 음주군에서 상대적으로 높았고 운동군은 50%로 비교적 낮았다. 3. 연구대상자 건강행위유형별 건강상태를 보면 우리나라 한 지역농촌인구가 가장 보편적으로 보이고 있는 건강행위유형인 식생활군과 비교할 때 운동군의 만성질환 이환경험율이 더 높았고 흡연군, 음주군, 건강무관심군, 수동적 태도군 등의 경험율이 오히려 더 낮았다. 이는 이 지역주민들의 건강행위가 질병의 경험에 종속되어 있기 때문에 나타난 현상으로 보았다. 4. 건강행위유형별로 건강관리실태를 보면 건강상태를 보정하고도 식생활군에 비해서 운동군은 건강관리행위를 유의하게 더 많이 하는 것으로 나타났고 수동적 운동군 건강검진율은 유의하게 낮아 각 건강행위유형에 기대되는 건강관리실태를 보였다. 이는 일부이기는 하나 농촌지역에도 건강할 때부터 건강을 지키고 증진하기 위한 활동을 하는 사람들이 있으며 건강상태와 무관하게 적극적으로 행하는 건강관리에 소극적인 집단이 존재함을 시사하는 것이다. 5. 이러한 결과를 바탕으로 할 때, 건강증진 사업을 시행함에 있어 주민들에게 조성되어 있는 건강관리에 대한 소극적 태도를 극복하기 위한 대안을 마련하는 한편, 건강관리에 적극적인 운동군들을 발굴하여 지역내 건강증진사업의 확산에 활용하는 방안을 검토하는 것이 필요할 것으로 본다. 건강무관심군은 비교적 젊은 군이나 소득이 낮고 주관적으로 인지하는 건강수준이 낮으며 건강염려를 많이 하는 것으로 보아 건강에 부여하는 가치 등의 문제 뿐 아니라 건강활동에 참여할 시간적 여유의 부족이나 기타자원의 부족에 기인할 수 도 있음을 감안해야할 것으로 보인다. 6. 그러나 이 연구는 단면연구로서 장기적인 추적관찰을 통해 이 연구의 결론이 지지되기를 기대하며 더 발전된 연구에 의해 이 연구가 가진 다음과 같은 한계들이 극복되기를 바란다. 1) 다른 목적으로 조사된 자료를 이용하였기 때문에 측정변수의 정밀성을 높이기 어려웠다. 주관적 건강평가의 경우에 주관적 건강인지의 구성요인에 따라 구조화된 설문지로 측정되어야 하나 단 하나의 문항으로 측정하였다. 주관적 건강인지와 건강행위 유형과 특정한 관계가 예상되었으나 유의한 관련성이 없었던 것은 이와 관련이 있을 것으로 판단된다. 2) 건강형태의 유형화가 가지는 유용성의 문제로서 인지적 건강수준이나 건강과 관련된 형태의 많은 부분을 설명하지 못하였다. 이는 건강행위의 유형화에 투입된 변수의 신뢰성의 문제와 아울러서 건강과 관련된 신념 등 인지적 용인이 유형화변수에서 비제되었기 때문이라고 추정하였는데 투입된 변수가 개인의 건강생활양식을 고루 반영하는지의 타당성도 더 검증되어야 할 문제로 보인다. 3) 군집분석을 통한 건강생활약식의 유형화를 시도하였으나 군집분석의 경우에 그 신뢰성과 타당도가 표본수에 따라 민감하게 반응한다. 따라서, 적은 표본수로 인해 결과의 신뢰성이 낮아졌을 가능성이 있으며 보다 대용량 자료를 이용한 분석이 필요할 것으로 판단된다.

• 한국유통학회지:유통연구
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• 제16권4호
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• pp.1-27
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• 2011

브랜드확장은 다양한 마케팅 영역 중에서도 전통적으로 활발하게 연구가 진행되어 왔던 영역으로서, 본 연구는 최근 그 중요성이나 활용도가 급증하고 있는 PL(Private Label)제품에 대해 브랜드확장의 개념을 활용하여 차별적으로 접근하고자 하였다. 최근 PL제품에 관한 마케팅연구가 활발하게 진행되고 있으나, 대부분 기존 틀에서 크게 벗어나지 못한 채 단순한 적용에 그치고 있으며, 특히 브랜드확장에 관련된 연구들에서도 PL시장의 특성을 제대로 반영하고 있다고 볼 수 없다. 특히 PL제품의 확장에 있어서는 두 가지 모브랜드가 존재할 수 있는데, 이에 대한 연구는 부재한 상황이다. 이에 본 연구에서는 확장 PL제품의 태도에 영향을 미치는 변수로서 두 가지 모브랜드인 유통업체와 기존 PL제품에 대한 태도를 제시하였다. 또한 개별 모브랜드가 PL제품의 태도에 미치는 영향은 개별 모브랜드와 확장 PL제품간 유사성에 의해 상이할 것이라고 제안하였으며, 유통업체와 기존 PL제품에 대한 태도에 영향을 미치는 변수로서 신뢰와 만족을 제시하였다. 분석결과 유통업체와 기존 PL제품에 대한 태도 모두 확장 PL제품의 태도에 유의한 영향을 미쳤으며 동시에 적합도 정도에 따라 그 영향력이 상이함도 실제 데이터를 통해 검증하였다. 즉 확장 PL제품의 태도는 모브랜드의 적합도가 보다 강하게 형성된 모브랜드의 영향을 더 크게 받는 것을 확인할 수 있었다. 이를 토대로 향후 PL제품을 확장할 경우 소비자가 보다 긍정적인 태도를 갖고 있는 모브랜드에 기초하여 해당 모브랜드와의 연상이 강하게 나타날 수 마케팅 전략을 구사할 필요가 있을 것이다.

• 대한간호학회지
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• 제7권2호
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• pp.43-59
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• 1977

The Community Health Service considers the family as a service unit and places the emphasis of its service on the health problems and the nursing needs of the family rather than the individual. From the conceptual point of view that tile community health service is both health maintenance and health promotion of the family, the community health nurse should have a knowledge of the growth and development of the family and be responsible for the comprehensive support of normal family development. The community health nurse often is in a position to make a real contribution to normal family development. In order to investigate the relationship between the areas of nursing need and family development, the following objectives were established 1. To discover the general characteristics of the study population by the stage of family development. 2. To discover specific nursing needs in relation to the family developmental stage, and to determine the intensity of the nursing needs and the ability of the family to cope with these needs. 3. To discover overall family health nursing problems in relation to the family developmental stage and determine the intensity of the nursing need and the problem solving ability of family. Definitions : The family developmental stages as classified by Dually were used stage 1. Married couples(without children) stage 2. Childbearing Families (oldest child birth to 30 months of age) stage 3. Families with preschool children (oldest child 2½-to 6 years) stage 4. Families with schoolchildren (oldest child 6 to 13 years). stage 5. Families with teenagers (oldest child 13 to 20 years) stage 6. Families as launching centers (first child gone to last child′s leaving home). stage 7. Middle- aged parents (empty nest to retirement) stage 8. Aging family member (retirement to death of both spouses) The areas of nursing need were defined as those used in the study, "A Comprehensive Study about Health and Nursing Need and a Social Diagram of the Community", by tile Nursing research Institute and Center for population. and Family Planning, July 1974. The study population defiled and selected were 260 nuclear families ill two myron of Kang Hwa Island. Percent, mean value and F- test were utilized in tile statistical analysis of the study result. Findings : 1. General characteristics of the study population by tile family developmental stage ; 1)The study population was distributed by the family developmental stage as follows : stage 1 : 3 families stage 2 : 13 families stage 3 : 24 families stage 4 : 41 families stage 5 : 50 families stage 6 : 106 families stage 7 : 13 families stage 8 : 10 families 2) Most families had 4 or 5 members except for those in stage, 1, 7, and 8. 3) The parents′ present age was older in the higher developmental stage and their age at marriage was also younger in the higher developmental stages. 4) The educational level of parents was primarily less than elementary school irrespective of the developmental stage. 5) More than half of parents′ occupations were listed as laborers irrespective of the developmental stage, 6) More than half of the parents were atheists irrespective of the developmental stage. 7) The higher the developmental stage(from stage 2 to stage 6 ), the wider the distribution of children′s ages. 8) More than half of the families were of middle or lower socio-economic level. 2. Problems in specific areas of nursing need by family developmental stage, the intensity of nursing need and the problem solving ability of the family : 1) As a whole, many problems, irrespective of the developmental stage, occurred in tile areas of Housing and Sanitation, Eating Patterns, Housekeeping, Preventive Measures and Dental care. Problems occurring ill particular stages included the following ; stage 1 : Prevention of Accident stage 2 : Preventive Vaccination, Family Planning. stage 3 : Preventive Vaccination, Maternal Health, Family Planning, Health of Infant and Preschooler. stage 4, 5 : Preventive Vaccination, Family Planning, Health of School Children. stage 6 : Preventive Vaccination, Health of School Children. 2) The intensity of the nursing need in the area of Acute and Chronic Diseases was generally of moderate degree or above irrespective of the developmental stages except for stage 1. Other areas of need listed as moderate or above were found in the following stages: stage 1 : Maternal Health stage 3 . Horsing and Sanitation, Prevention of Accident. stage 4 . Housing and Sanitation. stage 5 : Housing and Sanitation, Diagnostic and Medical Care. stage 6 : Diagnostic and Medical care stage 7 : Diagnostic and Medical Care, Housekeeping. stage 8 : Housing and Sanitation, Prevention of Accident, Diagnostic and Medical Care, Dental Care, Eating Patterns, Housekeeping. 3) Areas of need with moderate problem solving ability or less were as follows : stage 1 : Diagnostic and Medical Care, Maternal Health. stage 2 : Prevention of Accident, Acute and Chronic Disease, Dental Care. stage 3 : Housing and Sanitation, Acute and Chronic Disease, Diagnostic and Medical Care, Preventive Measure, Dental Care, Maternal Health, Health of Infant and preschooler, Eating Patterns. stage 4 : Housing and Sanitation, Prevention of Accident, Diagnostic and Medical Care, Preventive Measure, Dental Care, Maternal Health, Health of New Born, Health of Infant and Preschooler, Health of school Children, Eating Patterns, Housekeeping. stage 5 . Housing and Sanitation, Prevention of Accident, Acute and Chronic Disease, Diagnostic and Medical Care, Preventive Measure, Dental Care, Preventive Vaccination, Maternal Health, Eating Patterns. stage 7, 8 : Housing and Sanitation, Prevention of Accident, Acute and Chronic Disease, Diagnostic and Medical Care, Preventive Measures, Dental Care, Preventive Vaccination, Eating Patterns , Housekeeping. Problem occurrence, the degree of nursing need and the degree of problem solving ability 1 nursing need areas for the family as a whole were as follows : 1) The higher the stages(except stage 1 ), the lower the rate of problem occurrence. 2) The higher the stage becomes, the lower the intensity of the nursing need becomes. 3) The higher the stages (except stages 7 and 8), the higher. the problem solving ability. Conclusions ; 1) When the nursing care plan for the family is drawn up, depending upon the stage of family development, higher priority should be give to nursing need areas ① at which problems were shown to occur ② where the nursing need is shown to be above moderate degree and ③ where the problem solving ability was shown to be of moderate degree. 2) The priority of the nursing service should be Placed ① not on those families in the high developmental stage but on those families in the low developmental stage ② and on those areas of need shown in stages 7 and 8 where the degree nursing need was high and the ability to cope low.

• 지능정보연구
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• 제24권2호
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• pp.85-109
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• 2018

추천시스템은 사용자의 과거 구매행동을 통해 향후 구매할 것이라고 예상되는 제품을 자동으로 검색하여 추천해준다. 특히 전자상거래 기업의 상품추천시스템은 일대일 마케팅의 대표적 실현수단으로 가치가 있다. 하지만, 전통적인 추천시스템, 특히 학계 및 산업계에서 가장 널리 사용되고 있는 전통적인 협업필터링 기법은 단일차원의 '종합 평점'만을 고려하여 추천결과를 생성하도록 설계되어 있어, 사용자들의 정확한 니즈를 이해하고 대응하는데 근본적인 한계가 있다. 최근에는 전자 상거래 기업들도 고객들로부터 보다 다각화된, 다기준 방식으로 피드백을 받고 있다. 특히 다기준 평점은 정량적으로 입력되는 정보이므로 상대적으로 분석 및 처리가 용이하다는 장점이 있다. 그러나 다기준 평점 역시 사전에 정해진 기준에 대해서만 사용자의 피드백이 이루어지기 때문에, 보다 상세하게 사용자의 의견을 이해하여 추천에 반영하는 데에는 한계가 있다. 이에 본 연구는 다기준 평점 정보와 선택적 협업필터링의 서로 다른 접근방법을 통해 도출된 추천결과를 종합하여, 최종적으로 추천 대상리스트를 산출할 수 있는 하이브리드 기술을 제안한다. 본 연구에서 제안한 연구모형의 유용성을 검증하기 위해, 식음료점(식당, 카페 등)에 대한 실제 이용자를 대상으로 온라인 설문을 통해 종합 평점과 다기준 평점을 수집하였으며, 데이터를 학습용과 검증용으로 구분하여 학습시키고 성과를 평가하였다. 이 기법은 결합 함수 기반 접근법과 사용자마다 구매의사결정의 체계가 다르다는 전제하에, 사용자들을 유형화하고, 유형에 따라 정보원을 선택적으로 활용하는 협업필터링 알고리즘을 활용했다. 실험결과, 제안 알고리즘을 통한 추천 방법이 단일 차원을 고려하는 전통적인 협업필터링과 비교해 더 우수한 예측정확도를 나타냄을 확인했다. 아울러, 본 연구가 제안하는 다기준 평점과 선택적 협업필터링 알고리즘을 종합하여 추천하는 방법이, 단순히 다기준 평점을 고려했을 때 보다 통계적으로 유의한 수준의 정확도의 개선이 이루어짐을 확인할 수 있었다.