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Sulfide Chimney from the Cleft Segment, Juan de Fuca Ridge: Mineralogy and Fluid Inclusion (Juan de Fuca 해령 Cleft Segment에서 회수된 황화물 침니: 광물조성 및 유체포유물)

  • 윤성택;허철호;소칠섭;염승준;이경용
    • Economic and Environmental Geology
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    • v.35 no.3
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    • pp.203-210
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    • 2002
  • In order to elucidate the growth mechanism of sulfide chimney formed as a result of seafloor hydrothermal mineralization, we carried out the mineralogical and fluid inclusion studies on the inactive, sulfide- and silica-rich chimney which has been recovered from a hydrothermal field in the Cleft segment of the Juan de Fuca Ridge. According to previous studies, many active and inactive vents are present in the Cleft segment. The sulfide- and silica-rich chimney is composed of amorphous silica, pyrite, sphalerite and wurtzite with minor amounts of chalcopyrite and marcasite. The interior part of the chimney is highly porous and represents a flow channel. Open spaces within chimneys are typically coated with colloform layers of amorphous silica. The FeS content of Zn-sulfides varies widely from 13.9 to 34.3 mole% with Fe-rich core and Fe-poor rims. This variation possibly reflects the change of physicochemical characteristics of hydrothermal fluids. Chemical and mineralogical compositions of the each growth zone are also varied, possibly due to a thermal gradient. Based on the microthermometric measurements of liquid-rich, two-phase inclusions in amorphous silica that was precipitated in the late stage of mineralization, minimum trapping temperatures are estimated to be about 1140 to 145$^{\circ}$C with the salinities between 3.2 and 4.8 wt.% NaCI equiv. Although the actual fluid temperatures of the vent are not available, this study suggests that the lowtemperature conditions were predominant during the mineralization in the hydrothermal field at Cleft segment. Comparing with the previously reported chimney types, the morphology, colloform texture, bulk chemistry, and a characteristic mineral assemblage (pyrite + marcasite + wurtzite + amorphous silica) of this chimney indicate that the chimney have been formed from a relatively low-temperature (<250$^{\circ}$C) hydrothermal fluid that was changed by sluggish fluid flow and conductive cooling.

Study on sea fog detection near Korea peninsula by using GMS-5 Satellite Data (GMS-5 위성자료를 이용한 한반도 주변 해무탐지 연구)

  • 윤홍주
    • Journal of the Korea Institute of Information and Communication Engineering
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    • v.4 no.4
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    • pp.875-884
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    • 2000
  • Sea fog/stratus is very difficult to detect because of the characteristics of air-sea interaction and locality ,and the scantiness of the observed data from the oceans such as ships or ocean buoys. The aim of our study develops new algorism for sea fog detection by using Geostational Meteorological Satellite-5(GMS-5) and suggests the technics of its continuous detection. In this study, atmospheric synoptic patterns on sea fog day of May, 1999 are classified; cold air advection type(OOUTC, May 10, 1999) and warm air advection type(OOUTC, May 12, 1999), respectively, and we collected two case days in order to analyze variations of water vapor at Osan observation station during May 9-10, 1999.So as to detect daytime sea fog/stratus(OOUTC, May 10, 1999), composite image, visible accumulated histogram method and surface albedo method are used. The characteristic value during day showed A(min) .20% and DA < 10% when visible accumulated histogram method was applied. And the sea fog region which is detected is similar in composite image analysis and surface albedo method. Inland observation which visibility and relative humidity is beneath 1Km and 80%, respectively, at OOUTC, May 10,1999; Poryoung for visble accumulated histogram method and Poryoung, Mokp'o and Kangnung for surface albedo method. In case of nighttime sea fog(18UTC, May 10, 1999), IR accumulated histogram method and Maximum brightness temperature method are used, respectively. Maxium brightness temperature method dectected sea fog better than IR accumulated histogram method with the charateristic value that is T_max < T_max_trs, and then T_max is beneath 700hPa temperature of GDAPS(Global Data Assimilation and Prediction System). Sea fog region which is detected by Maxium brighness temperature method was similar to the result of National Oceanic and Atmosheric Administratio/Advanced Very High Resolution Radiometer (NOAA/AVHRR) DCD(Dual Channel Difference), but usually visibility and relative humidity are not agreed well in inland.

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A Study The Structural Stability of the Fence Ohgokmun Soswaewon Factor Analysis (소쇄원 오곡문 담장의 구조적 안정에 미치는 요인 분석)

  • Jang, Ik-Sik;Jeon, Hyeong-Soon;Ha, Tae Ju;Lee, Jae-Keun
    • Journal of the Korean Institute of Traditional Landscape Architecture
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    • v.31 no.4
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    • pp.113-122
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    • 2013
  • In this study, the traditional structure of the impact on the stability analysis. Korean traditional landscape architecture column space of stonework stable composition as the foundation of the fence for a long time been known to fall down and not maintained. The destination of research Ohgokmun Damyang Soswaewon fence which is in harmony with nature is one of the traditional structures that affect its shape without being kept so far came true. This includes our ancestral wisdom and that wisdom can guess guesswork. But I let the traditional reproduction incidence structures frequently. This deviation from the traditional method of construction application of shorthand stand. Thus, the subject of this study, the factors that do not fall down fences Ohgokmun solution is to indirectly gain the weak. In addition, epidemiological studies and the methods of calculation of the inferred physical examination, the results of the analysis were derived through the following. First, the internal factors of the fence Ohgokmun constituting the structural member and the coupling of the scheme. 1) based on stable ground. Greater role in the country rock The fact that the settlement will have no symptoms. 2) to minimize the friction caused by hydrological water to remove the two-pronged process through stone work building form and menu sustaining power in hydrology and flooding made against the bypass channel. 3) due to the load bearing capacity and durability to withstand the strength of the material and the construction of structures in the form of a dispersion of power between each individual to maximize the process of getting traction was applied. Second, external factors Ohgokmun fence the results obtained through the calculation of the dynamics of repair, is greatly affected by the wind and the water gate of the fence, but the action of the structural stability of the lack of power that hurt enough conclusion. In this study, the results of the structure of internal and external influence as well through the structure can be viewed as composed consisting. However, over the next follow-up in terms of climate and environmental factors due to the fact that the fall might.

Association of Low Serum Ionized Magnesium Level with Fever-Triggered Seizures in Epileptic Children (소아 뇌전증 환자에서 발열이 동반된 경련을 하는 것과 저 이온화 마그네슘 혈증과의 관련성)

  • Suh, Sunny;Kim, Kyungju;Byeon, Jung Hye;Eun, So-Hee;Eun, Baik-Lin;Kim, Gun-Ha
    • Journal of the Korean Child Neurology Society
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    • v.26 no.4
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    • pp.205-209
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    • 2018
  • Purpose: Several studies have shown that magnesium plays an important role in modulating N-methyl-D-aspartate (NMDA)-related seizures by blocking NMDA ion channel receptors. Clinicians usually measure total serum magnesium levels instead of biologically active ionized magnesium levels. We compared the serum ionized magnesium ($iMg^{2+}$) level between epileptic children with and without a history of fever-triggered seizure (FTS). Methods: All epileptic children who visited the outpatient clinic or pediatric emergency department at Korea University Guro Hospital between January 2015 and July 2017 were included. Only epileptic children aged 1-8 years who were newly diagnosed within 2 years were included. Results: There were 12 children with FTS and 16 without FTS. Median serum $iMg^{2+}$ level was 0.93 (0.85-1.14, quartile) mEq/L. Serum $iMg^{2+}$ level was significantly lower in epileptic children with FTS (0.86 mEq/L) compared to those without FTS (1.10 mEq/L) (P=0.005). No difference was noted in clinical variables between the two groups. Lower serum $iMg^{2+}$ level significantly increased the risk of having FTS in epileptic children based on multivariable logistic regression analysis (odds ratio [OR]=0.028). Conclusion: Serum $iMg^{2+}$ level was significantly lower in epileptic children with FTS than in those without FTS. Measurement of biologically active serum $iMg^{2+}$ level could be considered in epileptic children with recurrent FTS. A large-scale prospective study is warranted.

Sensitivity Analysis for CAS500-4 Atmospheric Correction Using Simulated Images and Suggestion of the Use of Geostationary Satellite-based Atmospheric Parameters (모의영상을 이용한 농림위성 대기보정의 주요 파라미터 민감도 분석 및 타위성 산출물 활용 가능성 제시)

  • Kang, Yoojin;Cho, Dongjin;Han, Daehyeon;Im, Jungho;Lim, Joongbin;Oh, Kum-hui;Kwon, Eonhye
    • Korean Journal of Remote Sensing
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    • v.37 no.5_1
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    • pp.1029-1042
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    • 2021
  • As part of the next-generation Compact Advanced Satellite 500 (CAS500) project, CAS500-4 is scheduled to be launched in 2025 focusing on the remote sensing of agriculture and forestry. To obtain quantitative information on vegetation from satellite images, it is necessary to acquire surface reflectance through atmospheric correction. Thus, it is essential to develop an atmospheric correction method suitable for CAS500-4. Since the absorption and scattering characteristics in the atmosphere vary depending on the wavelength, it is needed to analyze the sensitivity of atmospheric correction parameters such as aerosol optical depth (AOD) and water vapor (WV) considering the wavelengths of CAS500-4. In addition, as CAS500-4 has only five channels (blue, green, red, red edge, and near-infrared), making it difficult to directly calculate key parameters for atmospheric correction, external parameter data should be used. Therefore, thisstudy performed a sensitivity analysis of the key parameters (AOD, WV, and O3) using the simulated images based on Sentinel-2 satellite data, which has similar wavelength specifications to CAS500-4, and examined the possibility of using the products of GEO-KOMPSAT-2A (GK2A) as atmospheric parameters. The sensitivity analysisshowed that AOD wasthe most important parameter with greater sensitivity in visible channels than in the near-infrared region. In particular, since AOD change of 20% causes about a 100% error rate in the blue channel surface reflectance in forests, a highly reliable AOD is needed to obtain accurate surface reflectance. The atmospherically corrected surface reflectance based on the GK2A AOD and WV was compared with the Sentinel-2 L2A reflectance data through the separability index of the known land cover pixels. The result showed that two corrected surface reflectance had similar Seperability index (SI) values, the atmospheric corrected surface reflectance based on the GK2A AOD showed higher SI than the Sentinel-2 L2A reflectance data in short-wavelength channels. Thus, it is judged that the parameters provided by GK2A can be fully utilized for atmospheric correction of the CAS500-4. The research findings will provide a basis for atmospheric correction of the CAS500-4 in the future.

A Study of the Supply of Large Korean Pine Timber (국산 육송 특대재 수급 현황 분석 및 문화재 수리의 활용에 관한 연구)

  • Jung, Younghun;Yun, Hyundo
    • Korean Journal of Heritage: History & Science
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    • v.53 no.4
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    • pp.136-149
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    • 2020
  • It is generally believed that Douglas Fir timber imported from North America is used in repair work for Korean wooden heritage sites due to an insufficient supply of extra-large sized Korean pine timber. Based on this understanding in the cultural heritage repair field, Cultural Heritage Repair Business Entities ("CHRBE") prefer North American Douglas Fir timber which is more easily acquired on the market than large Korean pine timber. However, if CHRBE use large quantities of foreign-origin wood in the heritage repair field, this presents the threat of negative domestic impacts on cultural heritage such as breaching the preservation principal and ultimately weakening material authenticity. Therefore, this study aims to investigate the current supply status of large Korean pine timber through examination of existing research, interviews with experts engaged in CHRBE, and timber mills. With this information, the authors seek to identify whether the market supply of large Korean pine timber is indeed insufficient or not. In addition to this, this paper identifies the reasons why large Korean pine timber is not widely used if such timber supply is actually sufficient. In order to propose suggestions regarding the issues above, the authors study the distribution channel for large Korean pine timber and the price spectrum of this timber through examination of price information from the public agencies under the Korea Forest Service, research papers from the Cultural Heritage Administration, and estimation documents from timber mills. This paper also identifies two main opinions about why Korean timber has not been commonly used in the Korean heritage repair field. The first opinion is that the supply of large Korean pine timber really is insufficient in Korea. However, the second opinion is that it is hardly used due to inappropriateness of the government's procurement and estimation system, despite the fact that the supply of the timbers on the market is actually sufficient. Through the aforementioned research, this paper comes to the conclusion that the second opinion has strong grounds in many aspects. In terms of suggestions, alternative routes are proposed to stimulate the use of large Korean pine timber via supply by the 'Korea Foundation for Traditional Architecture and Technology' and surveys of the price spectrum of the timber, etc.

Evaluation of water drainage according to hydraulic properties of filling material of sand dam in Mullori, Chuncheon (춘천 물로리 지역 샌드댐 채움재 수리특성에 따른 배수량 평가)

  • Chung, Il-Moon;Lee, Jeongwoo;Kim, Min-Gyu;Kim, Il-Hwan
    • Journal of Korea Water Resources Association
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    • v.55 no.11
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    • pp.923-929
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    • 2022
  • The Chuncheon Mullori area is an underprivileged area of water welfare where local water supply is not supplied, and it is supplying water to the villages with small water supply facilities using lateral flow and groundwater as water sources. This is an area with poor water supply conditions, such as relying on water trucks due to water shortages during the recent severe drought. Therefore, in order to solve the problem of water shortage during drought and to prepare for the increasing water demand, a sand dam was installed along the valley, and this facility has been operating since May 2022. In this study, repeated simulations were performed according to the hydraulic conductivity of the filler material and the storage coefficient value for the inflow condition for about two years from mid-March 2020 to mid-March 2022. For each case, the amount of discharge through the perforated drain pipe was calculated. Overall, as the hydraulic conductivity increased, the amount of discharge and its ratio increased. However, when the hydraulic conductivity of the second floor was relatively low, the amount of discharge increased and then decreased as the hydraulic conductivity of the third floor increased. This is considered to be due to the fact that the water level was kept low due to the rapid drainage compared to the net inflow into the third floor because the water permeability of the third floor and the drainage coefficient of the drain pipe were large. As a result of simulating the flow of the open channel in the upper part of the sand dam as a hypothetical groundwater layer with very high hydraulic conductivity, the decrease in discharge rate was slower than the increase in the hydraulic conductivity of the hypothetical layer, but it was clearly shown that the discharge volume decreased relatively as the hydraulic conductivity of the virtual layer increased.

The Effect of Retailer-Self Image Congruence on Retailer Equity and Repatronage Intention (자아이미지 일치성이 소매점자산과 고객의 재이용의도에 미치는 영향)

  • Han, Sang-Lin;Hong, Sung-Tai;Lee, Seong-Ho
    • Journal of Distribution Research
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    • v.17 no.2
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    • pp.29-62
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    • 2012
  • As distribution environment is changing rapidly and competition is more intensive in the channel of distribution, the importance of retailer image and retailer equity is increasing as a different competitive advantages. Also, consumers are not functionally oriented and that their behavior is significantly affected by the symbols such as retailer image which identify retailer in the market place. That is, consumers do not choose products or retailers for their material utilities but consume the symbolic meaning of those products or retailers as expressed in their self images. The concept of self-image congruence has been utilized by marketers and researchers as an aid in better understanding how consumers identify themselves with the brands they buy and the retailer they patronize. Although self-image congruity theory has been tested across many product categories, the theory has not been tested extensively in the retailing. Therefore, this study attempts to investigate the impact of self image congruence between retailer image and self image of consumer on retailer equity such as retailer awareness, retailer association, perceived retailer quality, and retailer loyalty. The purpose of this study is to find out whether retailer-self image congruence can be a new antecedent of retailer equity. In addition, this study tries to examine how four-dimensional retailer equity constructs (retailer awareness, retailer association, perceived retailer quality, and retailer loyalty) affect customers' repatronage intention. For this study, data were gathered by survey and analyzed by structural equation modeling. The sample size in the present study was 254. The reliability of the all seven dimensions was estimated with Cronbach's alpha, composite reliability values and average variance extracted values. We determined whether the measurement model supports the convergent validity and discriminant validity by Exploratory factor analysis and Confirmatory Factor Analysis. For each pair of constructs, the square root of the average variance extracted values exceeded their correlations, thus supporting the discriminant validity of the constructs. Hypotheses were tested using the AMOS 18.0. As expected, the image congruence hypotheses were supported. The greater the degree of congruence between retailer image and self-image, the more favorable were consumers' retailer evaluations. The all two retailer-self image congruence (actual self-image congruence and ideal self-image congruence) affected customer based retailer equity. This result means that retailer-self image congruence is important cue for customers to estimate retailer equity. In other words, consumers are often more likely to prefer products and retail stores that have images similar to their own self-image. Especially, it appeared that effect for the ideal self-image congruence was consistently larger than the actual self-image congruence on the retailer equity. The results mean that consumers prefer or search for stores that have images compatible with consumer's perception of ideal-self. In addition, this study revealed that customers' estimations toward customer based retailer equity affected the repatronage intention. The results showed that all four dimensions (retailer awareness, retailer association, perceived retailer quality, and retailer loyalty) had positive effect on the repatronage intention. That is, management and investment to improve image congruence between retailer and consumers' self make customers' positive evaluation of retailer equity, and then the positive customer based retailer equity can enhance the repatonage intention. And to conclude, retailer's image management is an important part of successful retailer performance management, and the retailer-self image congruence is an important antecedent of retailer equity. Therefore, it is more important to develop and improve retailer's image similar to consumers' image. Given the pressure to provide increased image congruence, it is not surprising that retailers have made significant investments in enhancing the fit between retailer image and self image of consumer. The enhancing such self-image congruence may allow marketers to target customers who may be influenced by image appeals in advertising.

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Modeling Brand Equity for Lifestyle Brand Extensions: A Strategic Approach into Generation Y vs. Baby Boomer (생활방식품패확장적품패자산건모(生活方式品牌扩张的品牌资产建模): 침대Y세대화영인조소비자적전략로경(针对Y世代和婴儿潮消费者的战略路径))

  • Kim, Eun-Young;Brandon, Lynn
    • Journal of Global Scholars of Marketing Science
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    • v.20 no.1
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    • pp.35-48
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    • 2010
  • Today, the fashion market challenged by a maturing retail market needs a new paradigm in the "evolution of brand" to improve their comparative advantages. An important issue in fashion marketing is lifestyle brand extension with a specific aim to meet consumers' specific needs for their changing lifestyle. For fashion brand extensions into lifestyle product categories, Gen Y and Baby Boomer are emerging as "prospects"-Baby Boomers who are renovating their lifestyle, and generation Y experiencing changes in their life stage-with demands for buying new products. Therefore, it is imperative that apparel companies pay special attention to the consumer cohort for brand extension to create and manage their brand equity in a new product category. The purposes of this study are to (a) evaluate brand equity between parent and extension brands; (b) identify consumers' perceived marketing elements for brand extension; and (c) estimate a structural equation model for examining causative relationship between marketing elements and brand equity for brand extensions in lifestyle product category including home fashion items for the selected two groups (e.g., Gen Y, and Baby boomer). For theoretical frameworks, this study focused on the traditional marketing 4P's mix to identify what marketing element is more importantly related to brand extension equity for this study. It is assumed that comparable marketing capability can be critical to establish "brand extension equity", leads to successfully entering the new categories. Drawing from the relevant literature, this study developed research hypotheses incorporating brand equity factors and marketing elements by focusing on the selected consumers (e.g., Gen Y, Baby Boomer). In the context of brand extension in the lifestyle products, constructs of brand equity consist of brand awareness/association, brand perceptions (e.g., perceived quality, emotional value) and brand resonance adapted from CBBE factors (Keller, 2001). It is postulated that the marketing elements create brand extension equity in terms of brand awareness/association, brand perceptions by the brand extension into lifestyle products, which in turn influence brand resonance. For data collection, the sample was comprised of Korean female consumers in Gen Y and Baby Boomer consumer categories who have a high demand for lifestyle products due to changing their lifecycles. A total of 651 usable questionnaires were obtained from female consumers of Gen Y (n=326) and Baby Boomer (n=325) in South Korea. Structural and measurement models using a correlation matrix was estimated using LISREL 8.8. Findings indicated that perceived marketing elements for brand extension consisted of three factors: price/store image, product, and advertising. In the model of Gen Y consumers, price/store image had a positive effect on brand equity factors (e.g., brand awareness/association, perceived quality), while product had positive effect on emotional value in the brand extensions; and the brand awareness/association was likely to increase the perceived quality and emotional value, leading to brand resonance for brand extensions in the lifestyle products. In the model of Baby Boomer consumers, price/store image had a positive effect on perceived quality, which created brand resonance of brand extension; and product had a positive effect on perceived quality and emotional value, which leads to brand resonance for brand extension in the lifestyle products. However, advertising was negatively related to brand equity for both groups. This study provides an insight for fashion marketers in developing a successful brand extension strategy, leading to a sustainable competitive advantage. This study complements and extends prior works in the brand extension through critical factors of marketing efforts that affect brand extension success. Findings support a synergy effect on leveraging of fashion brand extensions (Aaker and Keller, 1990; Tauber, 1988; Shine et al., 2007; Pitta and Katsanis, 1995) in conjunction with marketing actions for entering into the new product category. Thus, it is recommended that marketers targeting both Gen Y and Baby Boomer can reduce marketing cost for entering the new product category (e.g., home furnishings) by standardized marketing efforts; fashion marketers can (a) offer extension lines with premium ranges of price; (b) place an emphasis on upscale features of store image positioning by a retail channel (e.g., specialty department store) in Korea, and (c) combine apparel with lifestyle product assortments including innovative style and designer’s limited editions. With respect to brand equity, a key to successful brand extension is consumers’ brand awareness or association that ensures brand identity with new product category. It is imperative for marketers to have knowledge of what contributes to more concrete associations in a market entry into new product categories. For fashion brands, a second key of brand extension can be a "luxury" lifestyle approach into new product categories, in that higher price or store image had impact on perceived quality that established brand resonance. More importantly, this study increases the theoretical understanding of brand extension and suggests directions for marketers as they establish marketing program at Gen Y and Baby Boomers.

Assessing the Damage: An Exploratory Examination of Electronic Word of Mouth (손해평고(损害评估): 대전자구비행소적탐색성고찰(对电子口碑行销的探索性考察))

  • Funches, Venessa Martin;Foxx, William;Park, Eun-Joo;Kim, Eun-Young
    • Journal of Global Scholars of Marketing Science
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    • v.20 no.2
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    • pp.188-198
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    • 2010
  • This study attempts to examine the influence that negative WOM (NWOM) has in an online context. It specifically focuses on the impact of the service failure description and the perceived intention of the communication provider on consumer evaluations of firm competence, attitude toward the firm, positive word of mouth and behavioral intentions. Studies of communication persuasiveness focus on "who says what; to whom; in which channel; with what effect (Chiu 2007)." In this research study, we examine electronic web posting, particularly focusing on two aspects of "what": the level of service failure communicated and perceived intention of the individual posting. It stands to reason electronic NWOM that appears to be trying to damage a product’s or firm's reputation will be viewed as more biased and will thus be considered as less credible. According to attribution theory, people search for the causes of events especially those that are negative and unexpected (Weiner 2006). Hennig-Thurau and Walsh (2003) state "since the reader has only limited knowledge and trust of the author of an online articulation the quality of the contribution could be expected to serve as a potent moderator of the articulation-behavior relationship. We therefore posit the following hypotheses: H1. Subjects exposed to electronic NWOM describing a high level of service failure will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM describing a low level of service failure. H2. Subjects exposed to electronic NWOM with a warning intent will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM with a vengeful intent. H3. Level of service failure in electronic NWOM will interact with the perceived intention of the electronic NWOM, such that there will be a decrease in mean response on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention from electronic NWOM with a warning intent to a vengeful intent. The main study involved a2 (service failure severity) x2 (NWOM with warning versus vengeful intent) factorial experiment. Stimuli were presented to subjects online using a mock online web posting. The scenario described a service failure associated with non-acceptance of a gift card in a brick-and-mortar retail establishment. A national sample was recruited through an online research firm. A total of 113 subjects participated in the study. A total of 104 surveys were analyzed. The scenario was perceived to be realistic with 92.3% giving the scenario a greater than average response. Manipulations were satisfactory. Measures were pre-tested and validated. Items were analyzed and found reliable and valid. MANOVA results found the multivariate interaction was not significant, allowing our interpretation to proceed to the main effects. Significant main effects were found for post intent and service failure severity. The post intent main effect was attributable to attitude toward the firm, positive word of mouth and behavioral intention. The service failure severity main effect was attributable to all four dependent variables: firm competence, attitude toward the firm, positive word of mouth and behavioral intention. Specifically, firm competence for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Attitude toward the firm for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Positive word of mouth for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Behavioral intention for electronic NWOM describing high severity of service failure was lower for electronic NWOM describing low severity of service failure. Therefore, H1a, H1b, H1c and H1d were all supported. In addition, attitude toward the firm for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Positive word of mouth for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Behavioral intention for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Thus, H2b, H2c and H2d were supported. However, H2a was not supported though results were in the hypothesized direction. Otherwise, there was no significant multivariate service failure severity by post intent interaction, nor was there a significant univariate service failure severity by post intent interaction for any of the three hypothesized variables. Thus, H3 was not supported for any of the four hypothesized variables. This study has research and managerial implications. The findings of this study support prior research that service failure severity impacts consumer perceptions, attitude, positive word of mouth and behavioral intentions (Weun et al. 2004). Of further relevance, this response is evidenced in the online context, suggesting the need for firms to engage in serious focused service recovery efforts. With respect to perceived intention of electronic NWOM, the findings support prior research suggesting reader's attributions of the intentions of a source influence the strength of its impact on perceptions, attitude, positive word of mouth and behavioral intentions. The implication for managers suggests while consumers do find online communications to be credible and influential, not all communications are weighted the same. A benefit of electronic WOM, even when it may be potentially damaging, is it can be monitored for potential problems and additionally offers the possibility of redress.