• Title/Summary/Keyword: Visual value

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Effects of Additive materials on the Quality Characteristics of Dasik (다식의 제조시 첨가하는 부재료와 품질특성)

  • 정외숙;박금순
    • Korean journal of food and cookery science
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    • v.18 no.2
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    • pp.225-231
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    • 2002
  • This study was carried out to investigate the possibility of improving the texture and flavor of Dasik by adding various types of sugar (syrup, honey) and flavor ingredients (omija, chija, coffee, green tea extract) to rice powder. Dasik samples were prepared, and the sensory quality and physical characteristics of those were compared. The moisture content of Dasik added with syrup was higher than that of honey. Coffee Dasik with syrup was the highest (23.6) in moisture content. In sensory quality, the omija and coffee Dasik showed the highest score in flavor quality (p<.001). Omija Dasik with honey and coffee Dasik with syrup showed the highest scores in overall acceptability (6.4, 6.2). Green tea Dasik with syrup showed the highest value in the lightness (L) of color. Omija Dasik with syrup showed the highest value in the redness (a) of color Chija Dasik was the highest in the yellowness(b) of color. In physical characteristics, the hardness was negatively correlated with the moistness, tenderness, and texture acceptability in sensory quality(p〈0.001). The cohesiveness was positively correlated with the overall acceptability in sensory quality (p〈0.01). In the relation of texture characteristics and sensory quality, the higher the moisture content, the lower the hardness and springiness were, but the higher the brittleness and the cohesiveness were(p〈.001). Overall, omija and coffee Dasik appeared to have desirable flavor, taste and overall acceptability.

MEASUREMENT OF PULPAL BLOOD FLOW USING A LASER DOPPLER FLOWMETER (Laser Doppler flowmeter를 이용한 치수혈류 측정)

  • Ban, Tae-Whan;Lee, Jae-Sang;Kim, Sung-Kyo
    • Restorative Dentistry and Endodontics
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    • v.24 no.4
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    • pp.560-569
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    • 1999
  • Blood supply rather than nerve supply implies pulp vitality. To evaluate pulp vitality clinically, electric pulp test and thermal test which are based on sensory nerve response have been used in addition to many auxiliary data such as past dental history, visual inspection, radiographic examination, percussion, palpation and transillumination test. However, reactivity of the nerves to the stimulation is not synonymous with normalcy. Therefore measurement of pulpal blood flow using a laser Doppler flowmeter became a new trial to test the pulp vitality. The purpose of the present study was to evaluate normal pulpal blood flow level of maxillary teeth in adult to provide a guideline in determining the vitality of dental pulp. Pulpal blood flow was measured in maxillary central and lateral incisors, canines, first and second premolars and first molars of seventy nine adults of 22 - 30 years old using a laser Doppler flowmeter (PeriFlux 4001, Perimed Co., Stockholm, Sweden, 780 nm infrared laser, 1mW). For directly-made splints, silicone rubber impressions were taken directly from the mouth. For indirectly-made splints, alginate impressions were taken from the mouth and stone cast were made. After making depressions on the buccal surfaces of the cast teeth to indicate the hole positions, second impressions with vinyl polysyloxane putty were taken from the cast. Holes for the laser probes were made at the putty impressions 4mm above the gingival level. Laser probe (PF416 dental probe, 1.5mm) was inserted in the prepared hole and the splint was set in the mouth. After 10 minutes of patient relaxing, pulpal blood flow was recorded for 5 minutes on each tooth. The recorded flow was saved in the computer and calculated with a software 'Perisoft' version 5.1. Pulpal blood flow was also recorded in six teeth of five individuals with no response to electric pulp test and cold test, with periapical radiolucency, or with history of root canal treatment to compare with nonvital teeth. The difference between the mean flow values of each group of teeth were analyzed using one-way ANOVA and Duncan's Multiple Range test. The results were as follows: 1. The average pulpal blood flow values of all the tested teeth of each location were between 9 - 16 Perfusion Unit. Pulpal blood flow value was highest in maxillary lateral incisors, followed by first premolars, second premolars, canines, central incisors, and then first molars (p<0.01). 2. In six anterior teeth, indirectly-made splint group showed higher pulpal blood flow values than directly-made splint group (p<0.01). In posterior teeth, however, there was no significant flow value difference between directly-made splint group and indirectly-made splint one (p>0.05). 3. Teeth with vital pulps showed higher signal values than teeth with nonvital pulps (p<0.01), and the flow photographs showed heartbeat-synchronous fluctuations and vasomotions, while those were absent in non vital tooth.

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Korean athlete's recognition of sports dentistry and condition of teeth wear (한국 운동선수의 스포츠 치의학에 대한 인지도 및 치아교모상태에 관한 연구)

  • Lee, Sung-Bok;Choi, Dae-Gyun;Han, Kwang-Heung
    • Journal of Dental Rehabilitation and Applied Science
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    • v.18 no.4
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    • pp.235-249
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    • 2002
  • This study was accompolished to analyze and compare the number and area of the occlusal contact points in healthy volunteers and athletes with normal occlusion. Before the study, 89 athletes(sports career:8.6 years, average age 20) at Kyung Hee University were selected, and survey was accomplished for athlete's recognition about sports dentistry. For this study, 15 athletes(13 amles and 2 females with average age 20) and 21 healthy volunteers(14 mles and 7 females with average age 20.09) at Kyung Hee University were selected. The visual display acquired by scanning of occlusal record in maximal intercuspation was converted into 16 gray value image. Then, using computer program(J & Lee Occlusal Analyser), the pixel which was in definite range of the gray value was recognized, and the numbers of recognized pixel were calculated to area. The results were as follows : (1) On the survey about sports dentistry, 28% of 89 athletes didn't agree that human occlusion may be important, and 30% didn't have any idea of the influence of human occlusion during their sports activities. (2) The average numbers of total occlusal contact points were 31.05 in control group, and 34.67 in athlete group. The average area of total occlusal contacts was $100.25mm^2$ in control group, and $127.78mm^2$ in athlete group. (3) In control group, the average numbers of occlusal contact points were revealed in order as follows; the first molar(8.48), the second molar(8.24), the second premolar(4.71), the lateral incisor(2.90), the first premor(2.43), the central incisor(2.19), and the canine(2.1). The least average in canine(2.1) was similar to the average(2.19) in central incisor and (2.09) in lateral incisor. In athlete group, the average numbers of occlusal contact points were revealed in order as follows; the first molar(8.87), the second molar(8.47), the second premolar(5.60), the canine(3.80), the lateral incisor(3.33), the first premolar(2.67), and the central incisor(1.93). (4) In control group, the average areas of occlusal contact surface were revealed in order as follows; the first molar($39.47mm^3$), the second molar($37.54mm^3$), the second premolar($9.54mm^3$) the first premolar($6.18mm^3$), canine($3.49mm^3$), the central incisor($2.76mm^3$), and the lateral incisor($1.28mm^3$). In athlete group, the average areas of occlusal contact surface were revealed in order as follows; the first molar($44.11mm^3$), the second molar($40.69mm^3$), the second premolar($16.50mm^3$), the first premolar($9.39mm^3$), the canine($5.08mm^3$), the lateral incisor($3.7mm^3$), and the central incisor($2.25mm^3$). (5). With aging in both control and athlete group, there was a decreasing tendancy in average number of occlusal contact point, and was an increasing tendancy in average area of occlusal contact surface. In comparison at each age, both the numbers and area of occlusal contact were greater in athlete group than in control group. It was not significant in the numbers of occlusal contact points beween athlete and control group(p>0.1), but significant in the area of occlusal contact surface(p<0.05). (6) In comparision as to the kind of sports(Gymnastics:2, Rugby:3, Soccor:5, Ice hocky:5), the numbers of occlusal contact points were the most in ice hocky, and the area of occlusal contact surface was the greatest in gymnastics. With increasing a career in athlete group, there was a decreasing tendancy in average numbers of occlusal contact points, and was an increasing tendancy in average area of occlusal contact surface.

The study of stereoscopic editing process with applying depth information (깊이정보를 활용한 입체 편집 프로세스 연구)

  • Baek, Kwang-Ho;Kim, Min-Seo;Han, Myung-Hee
    • Journal of Digital Contents Society
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    • v.13 no.2
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    • pp.225-233
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    • 2012
  • The 3D stereoscopic image contents have been emerging as the blue chip of the contents market of the next generation since the . However, all the 3D contents created commercially in the country have failed to enter box office. It is because the quality of Korean 3D contents is much lower than that of overseas contents and also current 3D post production process is based on 2D. Considering all these facts, the 3D editing process has connection with the quality of contents. The current 3D editing processes of the production case of are using the way that edits with the system on basis of 2D, followed by checking with 3D display system and modifying, if there are any problems. In order to improve those conditions, I suggest that the 3D editing process contain more objectivity by visualizing the depth data applied in some composition work such as Disparity map, Depth map, and the current 3D editing process. The proposed process has been used in the music drama , comparing with those of the film . The 3D values could be checked among cuts which have been changed a lot since those of , while the 3D value of drew an equal result in general. Since the current process is based on an artist's subjective sense of 3D, it could be changed according to the condition and state of the artist. Furthermore, it is impossible for us to predict the positive range, so it is apprehended that the cubic effect of space might be perverted by showing each different 3D value according to cuts in the same space or a limited space. On the other hand, the objective 3D editing by applying the visualization of depth data can adjust itself to the cubic effect of the same space and the whole content equally, which will enrich the 3D contents. It will even be able to solve some problems such as distortion of cubic effect and visual fatigue, etc.

The Usefulness of Product Display of Online Store by the Product Type of Usage Situation - Focusing on the moderate effect of the product portability - (사용상황별 제품유형에 따른 온라인 점포 제품디스플레이의 유용성 - 제품 휴대성의 조절효과를 중심으로 -)

  • Lee, Dong-Il;Choi, Seung-Hoon
    • Journal of Distribution Research
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    • v.16 no.2
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    • pp.1-24
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    • 2011
  • 1. Introduction: Contrast to the offline purchasing environment, online store cannot offer the sense of touch or direct visual information of its product to the consumers. So the builder of the online shopping mall should provide more concrete and detailed product information(Kim 2008), and Alba (1997) also predicted that the quality of the offered information is determined by the post-purchase consumer satisfaction. In practice, many fashion and apparel online shopping malls offer the picture information with the product on the real person model to enhance the usefulness of product information. On the other virtual product experience has been suggested to the ways of overcoming the online consumers' limited perceptual capability (Jiang & Benbasat 2005). However, the adoption and the facilitation of the virtual reality tools requires high investment and technical specialty compared to the text/picture product information offerings (Shaffer 2006). This could make the entry barrier to the online shopping to the small retailers and sometimes it could be demanding high level of consumers' perceptual efforts. So the expensive technological solution could affects negatively to the consumer decision making processes. Nevertheless, most of the previous research on the online product information provision suggests the VR be the more effective tools. 2. Research Model and Hypothesis: Presented in

    , research model suggests VR effect could be moderated by the product types by the usage situations. Product types could be defined as the portable product and installed product, and the information offering type as still picture of the product, picture of the product with the real-person model and VR. 3. Methods and Results: 3.1. Experimental design and measured variables We designed the 2(product types) X 3(product information types) experimental setting and measured dependent variables such as information usefulness, attitude toward the shopping mall, overall product quality, purchase intention and the revisiting intention. In the case of information usefulness and attitude toward the shopping mall were measured by multi-item scale. As a result of reliability test, Cronbach's Alpha value of each variable shows more than 0.6. Thus, we ensured that the internal consistency of items. 3.2. Manipulation check The main concern of this study is to verify the moderate effect by the product type of usage situation. indicates that our experimental manipulation of the moderate effect of the product type was successful. 3.3. Results As
    indicates, there was a significant main effect on the only one dependent variable(attitude toward the shopping mall) by the information types. As predicted, VR has highest mean value compared to other information types. Thus, H1 was partially supported. However, main effect by the product types was not found. To evaluate H2 and H3, a two-way ANOVA was conducted. As
    indicates, there exist the interaction effects on the three dependent variables(information usefulness, overall product quality and purchase intention) by the information types and the product types. As predicted, picture of the product with the real-person model has highest mean among the information types in the case of portable product. On the other hand, VR has highest mean among the information types in the case of installed product. Thus, H2 and H3 was supported. 4. Implications: The present study found the moderate effect by the product type of usage situation. Based on the findings the following managerial implications are asserted. First, it was found that information types are affect only the attitude toward the shopping mall. The meaning of this finding is that VR effects are not enough to understand the product itself. Therefore, we must consider when and how to use this VR tools. Second, it was found that there exist the interaction effects on the information usefulness, overall product quality and purchase intention. This finding suggests that consideration of usage situation helps consumer's understanding of product and promotes their purchase intention. In conclusion, not only product attributes but also product usage situations must be fully considered by the online retailers when they want to meet the needs of consumers.

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  • Design Anamorphic Lens Thermal Optical System that Focal Length Ratio is 3:1 (초점거리 비가 3:1인 아나모픽 렌즈 열상 광학계 설계)

    • Kim, Se-Jin;Ko, Jung-Hui;Lim, Hyeon-Seon
      • Journal of Korean Ophthalmic Optics Society
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      • v.16 no.4
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      • pp.409-415
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      • 2011
    • Purpose: To design applied anamorphic lens that focal length ratio is 3:1 optical system to improve detecting distance. Methods: We defined a boundary condition as $50^{\circ}{\sim}60^{\circ}$ for viewing angle, horizontal direction 36mm, vertical direction 12 mm for focal length, f-number 4, $15{\mu}m{\times}15{\mu}m$ for pixel size and limit resolution 25% in 33l p/mm. Si, ZnS and ZnSe as a materials were used and 4.8 ${\mu}m$, 4.2 ${\mu}m$, 3.7 ${\mu}m$ as a wavelength were set. optical performance with detection distance, narcissus and athermalization in designed camera were analyzed. Results: F-number 4, y direction 12 mm and x direction 36 mm for focal length of the thermal optical system were satisfied. Total length of the system was 76 mm so that an overall volume of the system was reduced. Astigmatism and spherical aberration was within ${\pm}$0.10 which was less than 2 pixel size. Distortion was within 10% so there was no matter to use as a thermal optical camera. MTF performance for the system was over 25% from 33l p/mm to full field so it was satisfied with the boundary condition. Designed optical system was able to detect up to 2.9 km and reduce a diffused image by decreasing a narcissus value from all surfaces except the 4th surface. From sensitivity analysis, MTF resolution was increased on changing temperature with the 5th lens which was assumed as compensation. Conclusions: Designed optical system which used anamorphic lens was satisfied with boundary condition. an increasing resolution with temperature, longer detecting distance and decreasing of narcissus were verified.

    Enhancing Predictive Accuracy of Collaborative Filtering Algorithms using the Network Analysis of Trust Relationship among Users (사용자 간 신뢰관계 네트워크 분석을 활용한 협업 필터링 알고리즘의 예측 정확도 개선)

    • Choi, Seulbi;Kwahk, Kee-Young;Ahn, Hyunchul
      • Journal of Intelligence and Information Systems
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      • v.22 no.3
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      • pp.113-127
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      • 2016
    • Among the techniques for recommendation, collaborative filtering (CF) is commonly recognized to be the most effective for implementing recommender systems. Until now, CF has been popularly studied and adopted in both academic and real-world applications. The basic idea of CF is to create recommendation results by finding correlations between users of a recommendation system. CF system compares users based on how similar they are, and recommend products to users by using other like-minded people's results of evaluation for each product. Thus, it is very important to compute evaluation similarities among users in CF because the recommendation quality depends on it. Typical CF uses user's explicit numeric ratings of items (i.e. quantitative information) when computing the similarities among users in CF. In other words, user's numeric ratings have been a sole source of user preference information in traditional CF. However, user ratings are unable to fully reflect user's actual preferences from time to time. According to several studies, users may more actively accommodate recommendation of reliable others when purchasing goods. Thus, trust relationship can be regarded as the informative source for identifying user's preference with accuracy. Under this background, we propose a new hybrid recommender system that fuses CF and social network analysis (SNA). The proposed system adopts the recommendation algorithm that additionally reflect the result analyzed by SNA. In detail, our proposed system is based on conventional memory-based CF, but it is designed to use both user's numeric ratings and trust relationship information between users when calculating user similarities. For this, our system creates and uses not only user-item rating matrix, but also user-to-user trust network. As the methods for calculating user similarity between users, we proposed two alternatives - one is algorithm calculating the degree of similarity between users by utilizing in-degree and out-degree centrality, which are the indices representing the central location in the social network. We named these approaches as 'Trust CF - All' and 'Trust CF - Conditional'. The other alternative is the algorithm reflecting a neighbor's score higher when a target user trusts the neighbor directly or indirectly. The direct or indirect trust relationship can be identified by searching trust network of users. In this study, we call this approach 'Trust CF - Search'. To validate the applicability of the proposed system, we used experimental data provided by LibRec that crawled from the entire FilmTrust website. It consists of ratings of movies and trust relationship network indicating who to trust between users. The experimental system was implemented using Microsoft Visual Basic for Applications (VBA) and UCINET 6. To examine the effectiveness of the proposed system, we compared the performance of our proposed method with one of conventional CF system. The performances of recommender system were evaluated by using average MAE (mean absolute error). The analysis results confirmed that in case of applying without conditions the in-degree centrality index of trusted network of users(i.e. Trust CF - All), the accuracy (MAE = 0.565134) was lower than conventional CF (MAE = 0.564966). And, in case of applying the in-degree centrality index only to the users with the out-degree centrality above a certain threshold value(i.e. Trust CF - Conditional), the proposed system improved the accuracy a little (MAE = 0.564909) compared to traditional CF. However, the algorithm searching based on the trusted network of users (i.e. Trust CF - Search) was found to show the best performance (MAE = 0.564846). And the result from paired samples t-test presented that Trust CF - Search outperformed conventional CF with 10% statistical significance level. Our study sheds a light on the application of user's trust relationship network information for facilitating electronic commerce by recommending proper items to users.

    Effect of Diet Regimen of Sasang Constitution on Health Status (사상체질별 식이 섭생이 건강에 미치는 영향 -한방건강증진센터 시범운영을 위한 기초연구-)

    • Kim, Kwuy-Bun;Cho, Kyoul-Ja;Lee, Hyang-Yeon;Shin, Hye-Sook;Kim, Kwang-Joo;Moon, Heui-Ja;Kim, Yoon-Hee;Kang, Hyun-Sook;Park, Shin-Ae;Ji, Eun-Sun
      • Journal of East-West Nursing Research
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      • v.7 no.1
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      • pp.18-31
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      • 2002
    • This study, as a basic research to manage a Chinese Medicine Health Promotion Center by way of showing an example, is a before and after experiment research for simple group to verify a difference with cholesterol, health status and perception of health in order to confirm a effectiveness of diet and regimen according to the 4th status of physical constitution. Research object was chosen of 42 persons who operate a physical constitutional dietary regimen among them after selecting professors and clinical nurses (55 persons) majoring in the science of nursing who participated in Chinese Medicine-oriented Nurse Training Course from Aug. of 2001 to Feb. of 2002 all over the country. Diagnostic tools for physical constitution was used of the questionary that is currently consisted of physical constitution grouping test in Eastern & Western Diagnose Center of K Medical Center, and rating of health status was used of the tool that standardized CMI(Cornell Medical Index) to be available for Korean, and perception measurement for health status was used of a visual analogue scale for the health status that each one perceive personally, and physiological status was measured of cholesterol in blood. Analysis for the collected data was carried out by percentage, $X^2$ test, paired t-test according to research object by using SPSS, and the results of this study are as follows. 1) There was no difference with cholesterol before or after the experiment for objects. As a result of estimation about difference with health status by areas before or after the experiment, there are more improved result in eyes, ears, digestive organs, bones and sinews organs, frequency of a disorder, habit, adaptation status, angry, healthy status than before the experiment. As a whole, after the experiment the health was more improved than before the experiment. As the result to inspect a difference of health perception between before and after experiment, after the experiment the health perception level was improved than before, however there was no meaningful differences. 2) As the result to inspect a difference of cholesterol between before and after experiment according to object's physical constitution, in the case of So-yang-in(a person with the minimum male: according to the male and female principles(the sun and the moon)) among the 4th status of physical constitution there was only meaningful difference statistically, however, after the experiment their cholesterol's value was increased. As the result to inspect the difference of health status between before and after the experiment according to physical constitution, all of Ta-um-in(a person with maximum the female), So-yang-in(with the minimum male), So-um-in(with the minimum female) had a meaningful difference before and after the experiment, which means that in all case by physical constitutional groups, after the experiment their health status was more improved than before the experiment. As the result to inspect a difference of health perception between before and after according to physical constitutions, in the case of Tae-um-in and So-um-in, average score after the experiment was risen than before the experiment so that it means that the level of health perception was improved, however, there was no meaning statistically. According to the above results, if continuous diet and regimen by each physical constitutions could be implemented, it is certain that the health could be maintained and promoted. And, what we are healthy is for oneself to feel it subjectively. However, I think that cholesterol score in blood that we can view objectively could be changed distinctly if we can implement a strict diet and regimen. Accordingly, it is necessary for a method and period of experiment to be more strict and longer. According to the above results, I would like to suggest as follows. 1) In order to understand health status by Korean's physical constitutions and to generalize it, these research will be repeated against much more objects that could be selected by proper grouping method to consider a representative. 2) It is necessary for a research to inspect health status by physical constitution by developing a health status measurement tool that has higher confidence and propriety based on physical constitutional theory.

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    Landscape Composition Based on Placement and Harmony in the Namgea Suhwon (치(置)와 화(和)의 개념으로 분석한 남계서원의 경관짜임)

    • Rho, Jae-Hyun;Shin, Sang-Sup
      • Journal of the Korean Institute of Landscape Architecture
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      • v.37 no.4
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      • pp.72-85
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      • 2009
    • This study attempts to examine the principles of landscape composition for a 'Suhwon(書院)' and the meaning and value of its traditional landscape architecture, in order to apply the results to the design of modern landscape architecture. A 'Suhwon' is a vital space containing the form and meaning of human activity. This study analyzes the characteristics of landscape composition in the construction of the Namgea Suhwon, located in Hamyang, by examining the form and meaning of its area and composition. The Namgea Suhwon was constructed with a suitable configuration and harmony in a good location, neither field nor mountain, and which encompasses transcendence and a return after passage through a period of birth and abundance. Its appearance means 'life existence and hidden death(生居死幽)'. Its spatial system is a reflection of the idea of Samshinoje(三神五帝: The three abilities of Providence and its five subjects) connected with Ilsangje -Samshin -Ohje. It was built based on the idea of Biryebudong(非禮不動) meaning that one should follow only good decorum and avoid discourtesy, complying with "the frame of decorum" developed by the family rites of Chu Hsi. The environmental design of the Namgea Suhwon was interrupted by the material confrontation between mountains and water and a binary code system, such as front to rear, length to breadth, and movement to stillness. The design did not adhere to stiff axes, but pursued the harmonic principles of asymmetric balance in the building and the yard, which are very naturalistic. The name 'Namgea Suhwon' is closely related with the view of placement(置) and harmony(和), which are unified with the function and meaning formed by connecting Sung Confucianism with the Pungsu-Sasinsa structure in the layout of the grounds. When examining the D/H ratio of the building and yard, it can be seen that the spaces of Ganghak, Yusang and Jehyang were built appropriately, according to the natural characteristics of each space, such as a sense of openness, enclosure, tension, relief, enhancement, and hierarchical order. The spaces also reflect human scale concepts that take advantage of auditory features. The transition process after the construction of 'Namgea Suhwon' reveals the intentions of the builder to create an ecological landscape composition based on Placement and Harmony. Placement embodies' a purposeful space in which nature and the building are connected naturally, 'incomplete open space pursuing completion', and 'potential beauty in which tension and relaxation are repeated'. Harmony embodies 'order and continuity having a sense of unity with the natural environment' and the 'sharing of daily life and memory'. 'Namgea Suhwon' contains many ideas for landscape planning, land use and the design of a campus environment.

    A Study on Switching Intention of Mobile Telecommunication Service User: Focused on Group Differences Based on Innovativeness (이동통신 서비스 이용자의 전환의도에 관한 연구: 개인 혁신성에 따른 집단 간의 차이를 중심으로)

    • Oh, Jong-Chul;Yoon, Sung-Joon
      • Journal of Global Scholars of Marketing Science
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      • v.19 no.1
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      • pp.9-21
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      • 2009
    • Recently, the researches to explain Switching Behavior through Theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. Thus, this study investigated whether switching cost and alternative's attractiveness influence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention. For these purposes the author has developed several hypotheses as follows: H-1. The switching cost of different MTS is associated with the attitude of MTS which is using. H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using. H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using. H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using. H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using. H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using. H-7. The switching cost of different MTS is associated with the switching intention. H-8. The alternative's attractiveness of different MTS is associated with the switching intention. H-9. The attitude of MTS is associated with the switching intention. H-10. The subjective norm of MTS is associated with the switching intention. H-11. The perceived behavior control of MTS is associated with the switching intention. H-12. The personal innovativeness has been a moderating effects to switching intention. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI= 0.863, IFI= 0.939, NFI= 0.917, RMSEA= 0.079, TLI= 0.922. The results of the overall model analysis were coherent. The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry.

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