• Title/Summary/Keyword: analysis of character

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Quality Evaluation of Domestic and Foreign Extruded Pellets and Moist Pellet Based on Biochemical Analyses for Juvenile Olive Flounder, Parazichthys Olivaceus (시판용 넙치(치어)사료의 성분 비교분석을 통한 품질평가)

  • 최세민;한경민;왕소길;이승형;배승철
    • Journal of Aquaculture
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    • v.17 no.2
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    • pp.144-150
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    • 2004
  • This experiment was conducted to evaluate the parameters such as nutrient requirements, POY, AnV, Totox, VBN, total plate count, dietary fatty acids and amino acids composition, that are not included in the registered standard composition items required by the Ministry of Agriculture and Forestry, of a moist pellet (MP), three domestic extruded pellets (DEP-1, DEP-2, DEP-3), and two foreign extruded pellets (FEP-1, FEP-2) that are utilized by domestic flounder farms at present. The crude protein was added in excess of the dietary protein requirement in 6 kinds of feeds. When considering the proper PH ratio, it is obvious that protein was added in excess, especially in MP and FEP-2. Crude fat was also added in excess, especially in FEP-1. MP contained a higher dietary phosphorus content than formulated feeds, surpassing the dietary phosphorus requirement and greatly increasing the possibility for causing water pollution. The oxidation of fatty acid and decomposition of protein in MP were higher than in formulated feeds, and may also cause problems on fish farms. Also, it is difficult to store and manage MP, Among the fatty acids, EPA and DHA contents in MP were higher than those in formulated feeds. It is necessary to conduct further studies of EPA and DHA contents in formulated feeds. Lysine content in MP and FEP-2 could meet the dietary lysine requirement of flounder, however, the possibility of insufficient lysine content in the other formulated feeds was high and we considered that extra supplementation was necessary. Therefore, it is necessary to set up quality control standards according to fish species and sizes while considering the specific character of aquatic formulated feeds to restore the confidence of feed companies and aquaculturists to these feeds. This may be an opportunity to make an earlier change from MP to formulated feeds.

Characteristics of Water Budget on Throughfall and Stemflow in Pinus densiflora and Quercus acutissima (소나무와 상수리나무림의 임내우 물수지 특성)

  • 이헌호;박재철
    • Korean Journal of Environment and Ecology
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    • v.12 no.3
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    • pp.259-270
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    • 1998
  • This study, as an essential research to develope a mountainous runoff model, was conducted to clarify the hydrologic character and water budget equation of Pinus densiflora and Quercus acutissima. Net rainfall quantity division for two species was investigated at Youngsung experiment forest and Yeungnam University for 30 months(Sep. 1995-Jun. 1998). The results were summarized as follows; 1. The percentages of throughfall and stemflow to gross precipitation are 73.8% and 0.8% in the Pinus densiflora, and 76.9% and 3.8% in the Quercus acutissima, respectively 2. In the Pinus densiflora, regression fomula of stemflow, throughfall, and net rainfall to gross precipitation are S$_{f}$ = 0.01GP-2.05 ($r^2$=0.54) T$_{f}$ = 0.79Gp - 26.04 ($r^2$=0.92), N$_{r}$ = 0.81Gp - 28.09 ($r^2$=0.92). Stemflow and throughfall increased in direct proportion to gross precipitation. 3. In the Quercus acutissima, regression fomula of stemflow, throughfall, and net rainfall to gross precipitation are S$_{f}$ = 0.03Gp + 12.25 ($r^2$=0.74), T$_{f}$ = 0.78Gp + 19.75 ($r^2$=0.96), N$_{r}$ = 0.81Gp + 3199 ($r^2$=0.96), respectively. Comparing with two species, gross precipitation has a much larger effect on the stemflow and throughfall of Quercus acutissima than those of Pinus densiflora. 4. In the analysis of intercorrelation between stemflow and throughfall of each species and crown area(CA), diameter at breast height(DBH), and gross precipitation(Gp), correlation coefficient was higher by following order at each species; Gp>CA>DBH on stemflow of Pinus densinora, Gp>DBH>CA on stemflow of Quercus acutissima, and Gp>CA>DBH on throughfall of Pinus densiflora and Quercus acutissima.ssima.

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Genealogical reading on YeonHangrok : A general survey on a series of YeonHang documents of 18th Century No-Ron Jeon-Ju Lee's Family(老論 全州李氏) and an analysis on their points of concern (연행록의 계보적 독해 - 18세기 전반 노론 사대신 전주이씨 집안 연행 기록의 개관과 관심지향 분석 -)

  • KIM, HYUN-MEE
    • (The)Study of the Eastern Classic
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    • no.62
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    • pp.37-65
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    • 2016
  • This paper is to explain who are the authors of first-half 18th Century private prose YeonHangRok(燕行錄) written in Chinese Character and what are interest-oriented aspects of that books. As objects of study, 3 private prose YeonHangRok(燕行錄) written by No-Ron Jeon -Ju Lee's Family(老論 全州李氏) were chosen. Result of reading articles in their anthology, I found their consciousness about going to Beijing. : They aware of "The importance of YeonHang(燕行)" and when they run a mission, they take an attitude of 'observation and attention' to their experience. With that consciousness of YeonHang(燕行) in common, So-jae(疎齋), Il-am (一菴) and Hanpojae(寒圃齋) wrote their YeonHangRok(燕行錄) that mainly describe their direct experience. So-jae(疎齋) and Hanpojae(寒圃齋)'s categories of descriptions are specialized in 'Public Affairs' and 'mission', Il-am(一菴) has widened to the everyday cultures and people of Other cultures.

The Case Study on Industry-Leading Marketing of Woori Investment and Securities (우리투자증권의 시장선도 마케팅 사례연구)

  • Choi, Eun-Jung;Lee, Sung-Ho;Lee, Sanghyun;Lee, Doo-Hee
    • Asia Marketing Journal
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    • v.13 no.4
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    • pp.227-251
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    • 2012
  • This study analyzed Woori Investment and Securities' industry-leading marketing from both a brand management and a marketing decision-making perspective. By executing a different marketing strategy from its competitors, Woori Investment and Securities recognized recent changes in the asset management and investment markets as an open opportunity, and quickly responded to the market changes. First, the company launched the octo brand as a multi-account product, two years before its competitors offered their own products. In particular, it created a differentiated brand image, using the blue octopus character, which became familiar to the general financial community, and was consistently employed as part of an integrated marketing communications strategy. Second, it executed a brand expansion strategy by sub-branding octo in a variety of new financial products, responding to rapid changes in the domestic financial and asset management markets. Through this strategic evolution, the octo brand became a successful wealth management brand and representative of Woori Investment & Securities. Third, it has converged market research, demand and trend analysis, and customer needs acquired through various customer contact channels into a marketing perspective. Thus, marketing has participated in the product development stage, a rarity in the finance industry. Woori Investment and Securities has a leading marketing system. The heart of the successful product creation lies in a collaboration of their customer bases among the finance companies in the Woori Financial Group. The present study suggested a corresponding strategy for octo brand, which is expected to enter into the maturity stage of its product life cycle. In addition, this study found a need to modify the current positioning strategy in order to position and preserve sustainability in the increasingly competitive asset management market. It also suggested the need for an offensive strategy to counter the number one M/S company, and address the issue of cannibalism in the Woori Financial Group.

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Major character analysis of CAX 1 (cation exchanger 1) transgenic rice plants in In Vivo (CAX 1 형질전환체 벼의 In Vivo에서 주요특성 분석)

  • Kim, Kyung-Min
    • KOREAN JOURNAL OF CROP SCIENCE
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    • v.54 no.4
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    • pp.375-383
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    • 2009
  • This study was carried out to develop transgenic rice cultivars with the CAX1 (accession no. U57411) gene. We successfully selected the transgenic rice plants over-expressing the Arabidopsis H+/$Ca^{2+}$ antiporter CAX1 (accession no. U57411) gene in T6 generation. The brown rice of the CAX1 expressing rice contained 13.4~68.0 % more calcium $(Ca^{2+})$ than that of the wild type and 5 lines were selected based on the phenotypes compared to the control cultivar at the GMO field. The CAX1 expressing transgenic rice plants were similar in phenotype to the wild type during the whole growth period. Also these selected 4 lines appeared to be resistant to blast, cold and water solution compared with the wild type. Difference in 1,000 grain weight of brown rice was observed among each line but grain shape did not show any morphological alternations. These results suggest the enhanced Ca-substrate specificity of CAX1 exchanger in donor plant. Therefore, intact CAX1 exchanger can be functionally useful for $Ca^{2+}$ nutrient enrichment of rice with reduced accumulation of undesirable cation.

A Study on the Landscape Characteristics and Implications of the Royal Garden through 「The 36 Scenery of Seongdeok Summer Mountain Resort」 by Kangxi Emperor (강희제(康熙帝)의 「승덕 피서산장(避暑山莊) 36경」에 담긴 황가원림의 경관 특성과 함의)

  • RHO Jaehyun;MENG Zijun
    • Korean Journal of Heritage: History & Science
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    • v.55 no.4
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    • pp.212-240
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    • 2022
  • This study is a multi-layered exploration of 「The Thirty-Six Scenery of Seongdeok Summer Mountain Resort(承德避暑山莊三十六景)」 (The 36th view of Kangxi) recited by Emperor Kangxi of China through literature study, ancient calligraphy diagrams, and field studies. The conclusion of tracing the landscape characteristics and implications contained in 「The 36th view of Kangxi」 through the analysis of the headword(標題語) and the interpretation of the Jeyeong poem(題詠詩) is as follows. 「The 36th view of Kangxi」 is an extension of the outer edge of the Eight Sceneries, and when compared to the existing Eight Sceneries peom and Eight Sceneries painting, it is found that the landscape is centered on the 'viewpoint' rather than the landscape object. In particular, it aimed to create a structured landscape centered on nine types of buildings represented by 'Jeon(殿)' and 'Jeong(亭)' was given. In particular, Yeouiju, located in Lake district, is a scenic country endowed with the character of a gardens in Garden, which is composed by collecting famous representative Chinese landscapes and landscapes of Sansu-si and Sanshu Painting. As a result of headword analysis to understand the characteristics of landscape components, 14 landscapes (38.9%) related to water elements and 13 landscapes(36.1%) related to mountain elements, the elements related to architecture and civil engineering were classified in the order of 3 cases(8.3%), and the elements related to the skylight were classified in the order of 2 cases(5.6%). However, in Jeyeong-si, the mention of landscape vocabulary for climate elements was overwhelming. In other words, in the poems of 「The 36th Scenery of Kangxi」, scenery vocabulary symbolizing 'coolness' such as 雲(cloud), 水(water), 泉(spring), 清(clear), 波(wave), 流(wave), 風(wind) and 無暑(without heat), etc. It is not a coincidence that it appears, and it is strongly attached to the sense of place of Summer Mountain Resort in Rehe(熱河). Among the 23 landscapes whose seasonal background was confirmed, the fact that the lower landscape is portrayed as the majority and the climate elements of the resort area are portrayed in three-dimensional and multi-dimensional ways are closely related to the period of enjoying the gardens of Kangxi, the main subject of the landscape. In addition, many animal and plant landscapes appearing in Jeyeong-si appear to be in the same context as the spatial attributes of not only recreation, but also contemplation and hunting. On the other hand, in Jeyeongsi, there are 33 wonders(91.7%) citing famous people and famous books through ancient poems, old stories, and ancient stories tends to be prominent. It is inferred that this was based on Kangxi's understanding and pride in traditional Chinese culture. In 「The 36th view of Kangxi」, not only a book-writing description of the feelings of being entrusted to the family sutras, but also the spirit of patriotism, love, self-discipline and respect for mother and filial piety are strongly implied. Ultimately, 「The 36th view of Kangxi」 shows the real scene of the resort, as well as the spiritual dimension, in a multi-faceted and three-dimensional way, and the spirit of an emperor based on the dignity of the royal family and the sentiments of a writer it deserves to be called a collection of imperial records that were intended to reveal.

Analysis of the Effects of Some Meteorological Factors on the Yield Components of Rice (수도 수량구성요소에 미치는 기상영향의 해석적 연구)

  • Seok-Hong Park
    • KOREAN JOURNAL OF CROP SCIENCE
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    • v.18
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    • pp.54-87
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    • 1975
  • The effects of various weather factors on yield components of rice, year variation of yield components within regions, and regional differences of yield components within year were investigated at three Crop Experiment Stations O.R.D., Suweon, Iri, Milyang, and at nine provincial Offices of Rural Development for eight years from 1966 to 1973 for the purpose of providing information required in improving cultural practices and predicting the yield level of rice. The experimental results analyzed by standard partial regression analysis are summarized as follows: 1. When rice was grown in ordinary seasonal culture the number of panicles greatly affected rice yield compared to other yield components. However, when rice was seeded in ordinary season and transplanted late, and transplanted in ordinary season in the northern area the ratio of ripening was closely related to the rice yield. 2. The number of panicles showed the greatest year variation when the Jinheung variety was grown in the northern area. The ripening ratio or 1, 000 grain weight also greatly varied due to years. However, the number of spikelets per unit area showed the greatest effects on yield of the Tongil variety. 2. Regional variation of yield components was classified into five groups; 1) Vegetation dependable type (V), 2) Partial vegetation dependable type (P), 3) Medium type (M), 4) Partial ripening dependable type (P.R), and 5) Ripening dependable type (R). In general, the number of kernel of rice in the southern area showed the greatest partial regression coefficient among yield components. However, in the mid-northern part of country the ripening ratio was one of the component!; affecting rice yield most. 4. A multivariate equation was obtained for both normal planting and late planting by log-transforming from the multiplication of each component of four yield components to additive fashion. It revealed that a more accurate yield could be estimated from the above equation in both cases of ordinary seasonal culture and late transplanting. 5. A highly positive correlation coefficient was obtained between the number of tillers from 20 days after transplanting and the number of panicles at each(tillering) stage 20 days after transplanting in normal planting and late planting methods. 6. A close relationship was found between the number of panicles and weather factors 21 to 30 days, after transplanting. 7. The average temperature 31 to 40 days after transplanting was greatly responsible for the maximum number of tillers while the number of duration of sunshine hours per day 11 to 30 days after transplantation was responsible for that character. The effect of water temperature was negligible. 8. No reasonable prediction for number of panicles was calculated from using either number of tillers or climatic factors. The number of panicles could early be estimated formulating a multiple equation using number of tillers 20 days after transplantation and maximum temperature, temperature range and duration of sunshine for the period of 20 days from 20 to 40 days after transplantation. 9. The effects of maximum temperature and day length 25 to 34 days before heading, on kernel number per panicle, were great in the mid-northern area. However, the minimum temperature and day length greatly affected the kernel number per panicle in the southern area. The maximum temperature had a negative relationship with the kernel number per panicle in the southern area. 10. The maximum temperature was highly responsible for an increased ripening ratio. On the other hand, the minimum temperature at pre-heading and early ripening stages showed an adverse effect on ripening ratio. 11. The 1, 000 grain weight was greatly affected by the maximum temperature during pre- or mid-ripening stage and was negatively associated with the minimum temperature over the entire ripening period.

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Depositional Environment and Formation Ages of Eurimji Lake Sediments in Jaechon City, Korea (제천 의림지 호저퇴적물 퇴적환경과 형성시기 고찰)

  • 김주용;양동윤;이진영;김정호;이상헌
    • The Korean Journal of Quaternary Research
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    • v.14 no.1
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    • pp.7-31
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    • 2000
  • Quaternary Geological and geophysical investigation was performed at the Eurimji reservoir of Jaechon City in order to interprete depositional environment and genesis of lake sediments. For this purpose, echo sounding, bottom sampling and columnar sampling by drilling on board and GPR survey were employed for a proper field investigation. Laboratory tests cover grain size population analysis, pollen analysis and $^{14}C$ datings for the lake sediments. The some parts of lake bottom sediments anthropogenically tubated and filled several times to date, indicating several mounds on the bottom surface which is difficult to explain by bottom current. Majority of natural sediments were accumulated both as rolling and suspended loads during seasonal flooding regime, when flash flow and current flow are relatively strong not only at bridge area of the western part of Eurimji, connected to stream valley, but at the several conduit or sewage system surrounding the lake. Most of uniform suspend sediments are accumulated at the lake center and lower bank area. Some parts of bottom sediments indicate the existence of turbid flow and mudflow probably due to piezometric overflowing from the lake bottom, the existence of which are proved by CM patterns of the lake bottom sediments. The columnar samples of the lake sediments in ER-1 and ER-3-1 boreholes indicate good condition without any human tubation. The grain size character of borehole samples shows poorly sorted population, predominantly composed of fine sand and muds, varying skewness and kurtosis, which indicate multi-processed lake deposits, very similar to lake bottom sediments. Borehole columnar section, echo sounding and GPR survey profilings, as well as processed data, indicate that organic mud layers of Eurimji lake deposits are deeper and thicker towards lower bank area, especially west of profile line-9. In addition the columnar sediments indicate plant coverage of the Eurimji area were divided into two pollen zones. Arboreal pollen ( AP) is predominant in the lower pollen zone, whreas non-aboreal pollen(NAP) is rich in the upper pollen zone. Both of the pollen zones are related to the vegetation coverage frequently found in coniferous and deciduous broad-leaved trees(mixed forest) surrounded by mountains and hilly areas and prevailing by aquatic or aquatic margin under the wet temperate climate. The $^{14}C$ age of the dark gray organic muds, ER1-12 sample, is 950$\pm$40 years B.P. As the sediments are anthropogenetically undisturbed, it is assumed that the reliability of age is high. Three $^{14}C$ ages of the dark gray organic muds, including ER3-1-8, ER3-1-10, ER3-1-11 samples, are 600$\pm$30 years B.P., 650$\pm$30 years B.P., 800$\pm$40 years B.P. in the descending order of stratigraphic columnar section. Based on the interpretation of depositional environments and formation ages, it is proved that Eurimji reservoir were constructed at least 950$\pm$40 years B.P., the calibrated ages of which ranges from 827 years, B.P. to 866 years B.P. Ancient people utilize the natural environment of the stream valley to meet the need of water irrigation for agriculture in the local valley center and old alluvium fan area.

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Studies on agronomic characters of rice and soil textures in Akiochi paddy field (추락도(秋落稻)의 형태적(形態的) 특성(特性) 및 추락답토양(秋落畓土壤)에 관(關)한 연구(硏究))

  • Cho, Baik-Hyun;Lee, C.Y.;Lee, E.W.
    • Applied Biological Chemistry
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    • v.6
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    • pp.61-77
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    • 1965
  • In this experiment, Akiochi was studied especially on plant growth on the degraded soils. Besides, such soils were carefully examined on its character and plant body was analysed to know the difference in various mineral contents. For this purpose, paddy cultivation was done with the variety Pal Dal at Suwon, Sosa and Pyungtak. Three plots were chosen at each location as the normal and 2 levels of akiochi, a-the stronger and b-the weaker. Harvests from these 9 plots were measured agronomically and also chemically analysised. As for soil, after an observation on vertical section of soil, samples from each layer were also studied both physically and chemically. The results are summarized as follows. 1. Outer changes in rice plant and changes in yield components. 1) Rice from Akiochi soil showed remarkably shortened culm length, head length, protrusoion length, blade length of boot leaf, and coleoptile length, compared with that from the normal paddy field. 2) There was a tendency for Akiochi rice to have more heads per plant. 3) Akiochi rice showed poorer intercalary growth of upper 3 internodes. The ratio of this upper internode length to total culm length was also smaller in this case. Consquently the ratio of lower internode length to total culm length became larger than that from normal peddy field. 4) Akiochi rice showed significantly fewer first spikelets and attached grains of head at main stem. 5) Maturing rate of both this main seem of whole plant body was remarkably lower than that of normal rice. 6) Akiochi rice showed lower head weight of main stem, total hulled rice weight, total grain yield, 1000-grain weight, straw weight and straw-hulled rice ratio. 2. Physical and chemical study on soil. 1) Akiochi soil showed thinner upper layer and total thickness of upper and lower parts was smaller than that of normal. 2) Akiochi soil of Suwon was mainly composed of sand, while that of Sosa and Pyungtak was composed of heavy clay. 3) Chemical analysis indicated that content of $SiO_2$ in upper layer is always lower than that of normal. But no other common tendencies were found. 4) This analysis further lillustrates lower content of Fe, & Mn at Suwon ; of Mn at Sosa and higher content of Fe at Sosa and organic matters at Pyungtak. 5) Some differences in the content of N in each plot could be marked though irregular. 3. Chemical Composition of plant body. 1) Chemical analysis on grain, boot leaf and straw did not suggest any remarkable differences between normal and Akiochi rice, except that the latter contains less Si in boot leaf and less Mn in straw. 2) Contents of each chemical element were measured in grain and straw to calculate the percentage of element content in grain to that of whole plant body including both grain and straw. Here, Akiochi rice always showed lower value in N, K and Mn. 4. Relationship between chemical composition of plant body and that of soil. Akiochi soil at Sosa marked lower content of Mn. This caused another lower content of this element in grain, boot leaf and straw. But except that, no remarkable relationship could be found in this study.

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Surrogate Internet Shopping Malls: The Effects of Consumers' Perceived Risk and Product Evaluations on Country-of-Buying-Origin Image (망상대구점(网上代购店): 소비자감지풍험화산품평개대원산국형상적영향(消费者感知风险和产品评价对原产国形象的影响))

  • Lee, Hyun-Joung;Shin, So-Hyoun;Kim, Sang-Uk
    • Journal of Global Scholars of Marketing Science
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    • v.20 no.2
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    • pp.208-218
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    • 2010
  • Internet has grown fast and become one of the most important retail channels now. Various types of Internet retailers, hereafter etailers, have been introduced so far and as one type of Internet shopping mall, 'surrogate Internet shopping mall' has been prosperous and attracting consumers in the domestic market. Surrogate Internet shopping mall is a unique type of etailer that globally purchases well-known brand goods that are not imported in the market, completes delivery in the favor of individual buyers, and collects fees for these specific services. The consumers, who are usually interested in purchasing high-end and unique but not eligible brands, have difficulties to purchase these items overseas directly from the retailers or brands in other countries due to worries of payment failure and no address available for their usually domestic only delivery. In Korea, both numbers of surrogate Internet shopping malls and the magnitude of sales have been growing rapidly up to more than 430 active malls and 500 billion Korean won in 2008 since the population of consumers who want this agent shopping service is also expending. This etail business concept is originated from 'surrogate-mediated purchase' and this type of shopping agent has existed in many different forms and also in wide ranges of context level for quite a long time. As marketers face their individual buyers' representatives instead of a direct contact with them in many occasions, the impact of surrogate shoppers on consumer's decision making has been enormously important and many scholars have explored various range of agent's impact on consumer's purchase decisions in marketing and psychology field. However, not much rigorous research in the Internet commerce has been conveyed yet. Moreover, since as one of the shopping agent surrogate Internet shopping malls specifically connect overseas brands or retailers to domestic consumers, one specific character of the mall's, image of surrogate buying country, where surrogate purchases are conducted in, may play an important role to form consumers' attitude and purchase intention toward products. Furthermore it also possibly affects various dimensions of perceived risk in consumer's information processing. However, though tremendous researches have been carried exploring the effects of diverse dimensions of country of origin, related studies in Internet context has been rarely executed. There have been some studies that prove the positive impact of country of origin on consumer's evaluations as one of information clues in product manufacture descriptions, yet studies detecting the relationship between country image of surrogate buying origin and product evaluations rarely undertaken regarding this specific mall type. Thus, the authors have found it well-worth investigating in this specific retail channel and explored systematic relationships among focal constructs and elaborated their different paths. The authors have proven that country image of surrogate buying origin in the mall, where surrogate malls purchase products in and brings them from for buyers, not only has a positive effect on consumers' product evaluations including attitude and purchase intention but also has a negative effect on all three dimensions of perceived risk: product-related risk, shipping-related risk, and post-purchase risk. Specifically among all the perceived risk, product-related risk which is arisen from high uncertainty of product performance is most affected (${\beta}$= -.30) by negative country image of surrogate buying origin, and also shipping-related risk (${\beta}$= -.18) and post-purchase risk (${\beta}$= -.15) get influenced in order. Its direct effects on product attitude (${\beta}$= .10) and purchase intention (${\beta}$= .14) are also secured. Each of perceived risk dimension is proven to have a negative effect on purchase intention through product attitude as a mediator (${\beta}$= -.57: product-related risk ${\rightarrow}$ product attitude; ${\beta}$= -.24: shipping-related risk ${\rightarrow}$ product attitude; ${\beta}$= -.44: post-purchase risk ${\rightarrow}$ product attitude) as well. From the additional analysis, the paths of consumers' information processing are shown to be different based on their levels of product knowledge. While novice consumers with low level of knowledge consider only perceived risk important, expert consumers with high level of knowledge take both the country image, where surrogate services are conducted in, and perceived risk seriously to build their attitudes and formulate decisions toward products more delicately and systematically, which is in line with previous studies. This study suggests several pieces of academic and practical advice. Precisely, country image of surrogate buying origin does affect on consumer's risk perceptions and behavioral consequences. Therefore a careful selection of surrogate buying origin is recommended. Furthermore, reducing consumers' risk level is required to blossom this new type of retail business whether its consumer are novices or experts. Additionally, since consumer take different paths of elaborating information based on their knowledge levels, sophisticated marketing approaches to each group of consumers are required. For novice buyers strong devices for risk mitigation are needed to induce them to form better attitudes and for experts selections of better and advanced countries as surrogate buying origins are advised while endorsement strategy for the site might work as a reliable information clue to all consumers to mitigate the barriers to purchase goods online. The authors have also explained that the study suffers from some limitations, including generalizability. In future studies, tests of and comparisons among different types of etailers with relevant constructs are recommended to broaden the findings.