• Journal of Korean Society of Forest Science
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• v.66 no.1
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• pp.37-44
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• 1984

The study was carried out to investigate the relationship of certain socio-economic factors to the private owner's knowledge of forestry practices. The dependent variable was knowledge level in forestry, and the six independent variables were owner's age, educational level, forestland area, socio-economic status, communication and socio-psychological factors. For the study the data were collected by interviewing 258 private forest owners, and analized primarily by multiple correlation statistical technique. The sampled private owners were grouped into two categories: the common owners and model owners. 1) The average score of forestry knowledge of common owners was lower than that of model owners, and the difference was about 15 scores. The scores of other independent variables such as age, educational level, forestland area, socio-economic status, communication and socio-psychological factors of common owners were also significantly lower than those of model owners. 2) The common owner's knowledge of forestry practice were positively correlated with educational level, socio-psychological and communication variables. On the other hand, the model owner's were negatively correlated with the educational level, but positively with the socio-economic status and the socio-psychological variables. 3) The multiple correlation coefficient between the common owner's knowledge scores and six independent variables was 0.5667. About 31.46 percent of the variance of this knowledge could be explained by the communication variable, and other 1.42 percent by the socio-psychological factor. In the case of model owners, the multiple correlation was 0.5332, and about 16.62 percent of the variance of the knowledge could be explained by the communication variable, and ls.y percent by the socio-psychological factor. 4) The opportunity of communication contact through the mass media, personal communication and owner's social participation should be augmented for the effective forestry extension works, because it is one of the results of the study that the private forest owner's knowledge in forestry was greatly affected by communication variable.

• Journal of Venture Innovation
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• v.4 no.2
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• pp.77-95
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• 2021

In the midst of the progress of the 4th industrial revolution, the Corona19 Pandemic was forming giant double wave. Companies riding this wave can win, but companies that do not will fall into the wave and struggle. In connection with the 4th industrial revolution, various technologies are emerging and commercialized. At this point, consumers, especially digital natives, who have been with digital since birth, tried to find out what factors affect the intention to use these technologies and which factors have the most important influence. For this purpose, data were collected through a survey on factors affecting the intention to use FinTech technology and AR technology for 150 digital natives in their 20s. Based on this, statistical analysis was conducted and the following results were obtained. As a result of the overall analysis regardless of the type of technology, it was found that performance expectancy, effort expectancy, social influence, and habits have a positive (+) effect on digital natives' intention to use the 4th industrial technology. On the other hand, a significant influence relationship between the facilitating conditions, hedonic motivation and intention to use the 4th industrial technology was not tested. It was found that the influence was greatly influenced by social influence and habits. In the case of FinTech and AR, which were further subdivided into this study, different aspects were revealed as a result of separate analysis. In the case of FinTech technology that emphasizes utilitarian value, performance expectancy, effort expectancy, social influence, and habits had a positive (+) effect on intention to use. It was found that the influence was greatly influenced by habits and social influence. In the case of AR, which emphasizes the hedonic value, all the variables adopted in this study had a positive (+) effect on the intention to use the technology. It was found that hedonic motivation and social influence had a great influence. Combining the results of the analysis, social influence was found to be an important influence variable regardless of the type of 4th industrial technology. FinTech technologies such as mobile banking, where services are becoming more common, are habits, and in the case of AR, which has not yet been universalized and is provided mainly for entertainment, hedonic motivation was found to be an important factor. This study was able to present academic and practical implications based on the above confirmation of factors affecting digital natives' acceptance and use of the 4th industry technology.

• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.247-269
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• 2007

In recent years, one of the major reasons for the fierce competition amongst firms is that they strive to increase their own market shares and customer acquisition rate in the same market with similar and apparently undifferentiated products in terms of quality and perceived benefit. Because of this change in recent marketing environment, the differentiated after-sales service and diversified promotion strategies have become more important to gain competitive advantage. Price promotion is the favorite strategy that most retailers use to achieve short-term sales increase, induce consumer's brand switch, in troduce new product into market, and so forth. However, if marketers apply or copy an identical price promotion strategy without considering the characteristic differences in product and consumer preference, it will cause serious problems because discounted price itself could make people skeptical about product quality, and the changes of perceived value might appear differently depending on other factors such as consumer involvement or brand attitude. Previous studies showed that price promotion would certainly increase sales, and the discounted price compared to regular price would enhance the consumer's perceived values. On the other hand, discounted price itself could make people depreciate or skeptical about product quality, and reduce the consumers' positivity bias because consumers might be unsure whether the current price promotion is the retailer's best price offer. Moreover, we cannot say that discounted price absolutely enhances the consumer's perceived values regardless of product category and purchase situations. That is, the factors that affect consumers' value perceptions and buying behavior are so diverse in reality that the results of studies on the same dependent variable come out differently depending on what variable was used or how experiment conditions were designed. Majority of previous researches on the effect of price-comparison advertising have used consumers' buying behavior as dependent variable. In order to figure out consumers' buying behavior theoretically, analysis of value perceptions which influence buying intentions is needed. In addition, they did not combined the independent variables such as brand loyalty and price discount rate together. For this reason, this paper tried to examine the moderating effect of brand loyalty on relationship between the different levels of discounting rate and buyers' value perception. And we provided with theoretical and managerial implications that marketers need to consider such variables as product attributes, brand loyalty, and consumer involvement at the same time, and then establish a differentiated pricing strategy case by case in order to enhance consumer's perceived values properl. Three research concepts were used in our study and each concept based on past researches was defined. The perceived acquisition value in this study was defined as the perceived net gains associated with the products or services acquired. That is, the perceived acquisition value of the product will be positively influenced by the benefits buyers believe they are getting by acquiring and using the product, and negatively influenced by the money given up to acquire the product. And the perceived transaction value was defined as the perception of psychological satisfaction or pleasure obtained from taking advantage of the financial terms of the price deal. Lastly, the brand loyalty was defined as favorable attitude towards a purchased product. Thus, a consumer loyal to a brand has an emotional attachment to the brand or firm. Repeat purchasers continue to buy the same brand even though they do not have an emotional attachment to it. We assumed that if the degree of brand loyalty is high, the perceived acquisition value and the perceived transaction value will increase when higher discount rate is provided. But we found that there are no significant differences in values between two different discount rates as a result of empirical analysis. It means that price reduction did not affect consumer's brand choice significantly because the perceived sacrifice decreased only a little, and customers are satisfied with product's benefits when brand loyalty is high. From the result, we confirmed that consumers with high degree of brand loyalty to a specific product are less sensitive to price change. Thus, using price promotion strategy to merely expect sale increase is not recommendable. Instead of discounting price, marketers need to strengthen consumers' brand loyalty and maintain the skimming strategy. On the contrary, when the degree of brand loyalty is low, the perceived acquisition value and the perceived transaction value decreased significantly when higher discount rate is provided. Generally brands that are considered inferior might be able to draw attention away from the quality of the product by making consumers focus more on the sacrifice component of price. But considering the fact that consumers with low degree of brand loyalty are known to be unsatisfied with product's benefits and have relatively negative brand attitude, bigger price reduction offered in experiment condition of this paper made consumers depreciate product's quality and benefit more and more, and consumer's psychological perceived sacrifice increased while perceived values decreased accordingly. We infer that, in the case of inferior brand, a drastic price-cut or frequent price promotion may increase consumers' uncertainty about overall components of product. Therefore, it appears that reinforcing the augmented product such as after-sale service, delivery and giving credit which is one of the levels consisting of product would be more effective in reality. This will be better rather than competing with product that holds high brand loyalty by reducing sale price. Although this study tried to examine the moderating effect of brand loyalty on relationship between the different levels of discounting rate and buyers' value perception, there are several limitations. This study was conducted in controlled conditions where the high involvement product and two different levels of discount rate were applied. Given the presence of low involvement product, when both pieces of information are available, it is likely that the results we have reported here may have been different. Thus, this research results explain only the specific situation. Second, the sample selected in this study was university students in their twenties, so we cannot say that the results are firmly effective to all generations. Future research that manipulates the level of discount along with the consumer involvement might lead to a more robust understanding of the effects various discount rate. And, we used a cellular phone as a product stimulus, so it would be very interesting to analyze the result when the product stimulus is an intangible product such as service. It could be also valuable to analyze whether the change of perceived value affects consumers' final buying behavior positively or negatively.

• Journal of Intelligence and Information Systems
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• v.27 no.1
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• pp.191-207
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• 2021

Up to this day, mobile communications have evolved rapidly over the decades, mainly focusing on speed-up to meet the growing data demands of 2G to 5G. And with the start of the 5G era, efforts are being made to provide such various services to customers, as IoT, V2X, robots, artificial intelligence, augmented virtual reality, and smart cities, which are expected to change the environment of our lives and industries as a whole. In a bid to provide those services, on top of high speed data, reduced latency and reliability are critical for real-time services. Thus, 5G has paved the way for service delivery through maximum speed of 20Gbps, a delay of 1ms, and a connecting device of 106/㎢ In particular, in intelligent traffic control systems and services using various vehicle-based Vehicle to X (V2X), such as traffic control, in addition to high-speed data speed, reduction of delay and reliability for real-time services are very important. 5G communication uses high frequencies of 3.5Ghz and 28Ghz. These high-frequency waves can go with high-speed thanks to their straightness while their short wavelength and small diffraction angle limit their reach to distance and prevent them from penetrating walls, causing restrictions on their use indoors. Therefore, under existing networks it's difficult to overcome these constraints. The underlying centralized SDN also has a limited capability in offering delay-sensitive services because communication with many nodes creates overload in its processing. Basically, SDN, which means a structure that separates signals from the control plane from packets in the data plane, requires control of the delay-related tree structure available in the event of an emergency during autonomous driving. In these scenarios, the network architecture that handles in-vehicle information is a major variable of delay. Since SDNs in general centralized structures are difficult to meet the desired delay level, studies on the optimal size of SDNs for information processing should be conducted. Thus, SDNs need to be separated on a certain scale and construct a new type of network, which can efficiently respond to dynamically changing traffic and provide high-quality, flexible services. Moreover, the structure of these networks is closely related to ultra-low latency, high confidence, and hyper-connectivity and should be based on a new form of split SDN rather than an existing centralized SDN structure, even in the case of the worst condition. And in these SDN structural networks, where automobiles pass through small 5G cells very quickly, the information change cycle, round trip delay (RTD), and the data processing time of SDN are highly correlated with the delay. Of these, RDT is not a significant factor because it has sufficient speed and less than 1 ms of delay, but the information change cycle and data processing time of SDN are factors that greatly affect the delay. Especially, in an emergency of self-driving environment linked to an ITS(Intelligent Traffic System) that requires low latency and high reliability, information should be transmitted and processed very quickly. That is a case in point where delay plays a very sensitive role. In this paper, we study the SDN architecture in emergencies during autonomous driving and conduct analysis through simulation of the correlation with the cell layer in which the vehicle should request relevant information according to the information flow. For simulation: As the Data Rate of 5G is high enough, we can assume the information for neighbor vehicle support to the car without errors. Furthermore, we assumed 5G small cells within 50 ~ 250 m in cell radius, and the maximum speed of the vehicle was considered as a 30km ~ 200 km/hour in order to examine the network architecture to minimize the delay.