• 제목/요약/키워드: business knowledge

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다중모형조합기법을 이용한 상품추천시스템 (Product Recommender Systems using Multi-Model Ensemble Techniques)

  • 이연정;김경재
    • 지능정보연구
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    • 제19권2호
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    • pp.39-54
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    • 2013
  • 전자상거래의 폭발적 증가는 소비자에게 더 유리한 많은 구매 선택의 기회를 제공한다. 이러한 상황에서 자신의 구매의사결정에 대한 확신이 부족한 소비자들은 의사결정 절차를 간소화하고 효과적인 의사결정을 위해 추천을 받아들인다. 온라인 상점의 상품추천시스템은 일대일 마케팅의 대표적 실현수단으로써의 가치를 인정받고 있다. 그러나 사용자의 기호를 제대로 반영하지 못하는 추천시스템은 사용자의 실망과 시간낭비를 발생시킨다. 본 연구에서는 정확한 사용자의 기호 반영을 통한 추천기법의 정교화를 위해 데이터마이닝과 다중모형조합기법을 이용한 상품추천시스템 모형을 제안하고자 한다. 본 연구에서 제안하는 모형은 크게 두 개의 단계로 이루어져 있으며, 첫 번째 단계에서는 상품군 별 우량고객 선정 규칙을 도출하기 위해서 로지스틱 회귀분석 모형, 의사결정나무 모형, 인공신경망 모형을 구축한 후 다중모형조합기법인 Bagging과 Bumping의 개념을 이용하여 세 가지 모형의 결과를 조합한다. 두 번째 단계에서는 상품군 별 연관관계에 관한 규칙을 추출하기 위하여 장바구니분석을 활용한다. 상기의 두 단계를 통하여 상품군 별로 구매가능성이 높은 우량고객을 선정하여 그 고객에게 관심을 가질만한 같은 상품군 또는 다른 상품군 내의 다른 상품을 추천하게 된다. 제안하는 상품추천시스템은 실제 운영 중인 온라인 상점인 'I아트샵'의 데이터를 이용하여 프로토타입을 구축하였고 실제 소비자에 대한 적용가능성을 확인하였다. 제안하는 모형의 유용성을 검증하기 위하여 제안 상품추천시스템의 추천과 임의 추천을 통한 추천의 결과를 사용자에게 제시하고 제안된 추천에 대한 만족도를 조사한 후 대응표본 T검정을 수행하였으며, 그 결과 사용자의 만족도를 유의하게 향상시키는 것으로 나타났다.

ERP 도입 전 구성원의 저항 (A Study on Users' Resistance toward ERP in the Pre-adoption Context)

  • 박재성;조용수;고준
    • Asia pacific journal of information systems
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    • 제19권4호
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    • pp.77-100
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    • 2009
  • Information Systems (IS) is an essential tool for any organizations. The last decade has seen an increasing body of knowledge on IS usage. Yet, IS often fails because of its misuse or non-use. In general, decisions regarding the selection of a system, which involve the evaluation of many IS vendors and an enormous initial investment, are made not through the consensus of employees but through the top-down decision making by top managers. In situations where the selected system does not satisfy the needs of the employees, the forced use of the selected IS will only result in their resistance to it. Many organizations have been either integrating dispersed legacy systems such as archipelago or adopting a new ERP (Enterprise Resource Planning) system to enhance employee efficiency. This study examines user resistance prior to the adoption of the selected IS or ERP system. As such, this study identifies the importance of managing organizational resistance that may appear in the pre-adoption context of an integrated IS or ERP system, explores key factors influencing user resistance, and investigates how prior experience with other integrated IS or ERP systems may change the relationship between the affecting factors and user resistance. This study focuses on organizational members' resistance and the affecting factors in the pre-adoption context of an integrated IS or ERP system rather than in the context of an ERP adoption itself or ERP post-adoption. Based on prior literature, this study proposes a research model that considers six key variables, including perceived benefit, system complexity, fitness with existing tasks, attitude toward change, the psychological reactance trait, and perceived IT competence. They are considered as independent variables affecting user resistance toward an integrated IS or ERP system. This study also introduces the concept of prior experience (i.e., whether a user has prior experience with an integrated IS or ERP system) as a moderating variable to examine the impact of perceived benefit and attitude toward change in user resistance. As such, we propose eight hypotheses with respect to the model. For the empirical validation of the hypotheses, we developed relevant instruments for each research variable based on prior literature and surveyed 95 professional researchers and the administrative staff of the Korea Photonics Technology Institute (KOPTI). We examined the organizational characteristics of KOPTI, the reasons behind their adoption of an ERP system, process changes caused by the introduction of the system, and employees' resistance/attitude toward the system at the time of the introduction. The results of the multiple regression analysis suggest that, among the six variables, perceived benefit, complexity, attitude toward change, and the psychological reactance trait significantly influence user resistance. These results further suggest that top management should manage the psychological states of their employees in order to minimize their resistance to the forced IS, even in the new system pre-adoption context. In addition, the moderating variable-prior experience was found to change the strength of the relationship between attitude toward change and system resistance. That is, the effect of attitude toward change in user resistance was significantly stronger in those with prior experience than those with no prior experience. This result implies that those with prior experience should be identified and provided with some type of attitude training or change management programs to minimize their resistance to the adoption of a system. This study contributes to the IS field by providing practical implications for IS practitioners. This study identifies system resistance stimuli of users, focusing on the pre-adoption context in a forced ERP system environment. We have empirically validated the proposed research model by examining several significant factors affecting user resistance against the adoption of an ERP system. In particular, we find a clear and significant role of the moderating variable, prior ERP usage experience, in the relationship between the affecting factors and user resistance. The results of the study suggest the importance of appropriately managing the factors that affect user resistance in organizations that plan to introduce a new ERP system or integrate legacy systems. Moreover, this study offers to practitioners several specific strategies (in particular, the categorization of users by their prior usage experience) for alleviating the resistant behaviors of users in the process of the ERP adoption before a system becomes available to them. Despite the valuable contributions of this study, there are also some limitations which will be discussed in this paper to make the study more complete and consistent.

방임 및 보호 아동·청소년 원가정 회복지원 시범사업의 현황과 과제 (Recovery Support Service for Neglected Children and Their Families of Origin: Status and Suggestions)

  • 정지영;안진경;김은혜
    • 가족자원경영과 정책
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    • 제25권3호
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    • pp.87-102
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    • 2021
  • 정부의 아동학대 대응체계가 전면 개편되고 있으나 최근에도 아동·청소년 대상의 학대와 방임은 계속 증가하고 있다. 학대 행위자의 75%가 부모라는 점은 재발 위험이 높을 가능성을 나타내며, 따라서 가해 부모에 대한 교육과 치료를 통한 가족 관계 및 양육환경의 개선 및 가족기능회복이 시급하다. 본 연구의 목적은 방임 및 보호 아동·청소년과 부모의 지속적인 관계 개선을 통해 원가정의 건강성 회복을 도모하는 시범사업의 현황 및 실태 분석을 통해 지역사회 기반의 원가정 기능회복지원 사업의 확대 및 개선 방안을 제시하고자 이루어졌다. 시범사업은 2020년 6월부터 11월까지 진행되었으며, 지역에 따라 코로나-19의 확산 및 사업운영 인력의 개인역량, 타 가족사업과의 협력, 지역 자원 활용 정도 등에 따라 서비스 제공 정도에 차이가 있었다. 그럼에도 원가정 회복지원 서비스 제공과정이 보다 체계화 되었고, 학대 재발 방지를 위한 지역사회 네트워크 기반이 형성되었다. 이에 원가정 회복지원 사업이 보다 확대되기 위해서 첫째, 기존 아동 학대 보호 기관과의 서비스 제공을 위한 범정부적 협업 시스템이 마련되어야 하며, 둘째, 원가정 대상자 발굴을 위한 지역별 사례 발굴 경로가 다양하게 구축되어야 한다. 셋째, 시범사업 운영기관의 노하우를 타 지역 센터와 공유함으로써 동반성장 체계를 마련하여 안정적인 사업운영 체제가 조성되어야 한다. 마지막으로 지역 내 기존 보호 아동 기관과의 서비스 중복을 피하기 위해 예방이나 재발 방지 차원에서 '원가정 보호' 및 모니터링에 집중할 필요가 있다. 이를 토대로 지역별 특색을 살리며 서비스 표준화를 모색할 수 있는 운영지침과 성과평가 방안이 마련되어야 할 것이다.

건강추천시스템(HRS) 연구 동향: 인용네트워크 분석과 GraphSAGE를 활용하여 (Research Trends of Health Recommender Systems (HRS): Applying Citation Network Analysis and GraphSAGE)

  • 장하렴;유지수;양성병
    • 지능정보연구
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    • 제29권2호
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    • pp.57-84
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    • 2023
  • 현대사회는 정보통신기술 및 빅데이터 기술의 발전으로 누구나 인터넷을 통해 손쉽게 방대한 데이터를 얻고 활용할 수 있는 시대로, 양질의 데이터를 수집하는 능력을 넘어 수많은 정보 속에서 올바른 데이터만을 선별하는 능력이 더욱 중요해지고 있다. 이러한 기조는 학계에서도 이어지고 있는데, 축적되는 연구물 속에서 양질의 연구를 선별하여 올바른 지식구조를 형성하기 위해, 다양한 연구 분야에서 체계적 고찰(systematic review) 및 비체계적 고찰(non-systematic review)과 같은 문헌연구(literature review)가 수행되고 있다. 한편, 코로나19 팬데믹 이후 의료산업에서도 그동안 합의에 이르지 못했던 원격의료가 제한적으로나마 허용되고, 인공지능 및 빅데이터 기술이 응용된 건강추천시스템(health recommender systems: HRS)과 같은 새로운 의료서비스가 각광을 받고 있다. 하지만, 실무적으로 HRS가 미래 의료산업 발전을 이끌 중요한 기술로 평가받고 있음에도 불구하고, 학술적인 문헌연구는 다른 분야에 비해 매우 부족한 실정이다. 더불어 HRS는 학제적 성격이 강한 융합 분야임에도 불구하고, 기존의 문헌연구는 비체계적 고찰과 체계적 고찰 방법만을 주로 활용하여 이뤄졌기 때문에, 다른 연구 분야와의 상호작용이나 동적인 관계를 유추하기에는 한계가 존재한다. 이에, 본 연구에서는 인용네트워크 분석(citation network analysis: CNA)을 활용하여 HRS 및 주변 연구 분야의 전체적인 네트워크 구조를 파악하였다. 또한, 이 과정에서 최신 논문이 인용 관계가 잘 나타나지 않는 문제를 보완하기 위해 GraphSAGE 알고리즘을 적용함으로써, HRS 연구에 있어 'recommender system', 'wireless & IoT', 'computer vision', 'text mining' 등과 같은 연구 분야들의 중요도가 높아지고 있음을 파악하였으며, 이와 동시에 개인화(personalization) 및 개인정보보호(privacy) 등과 같은 새로운 키워드가 주요 이슈로 등장하고 있음을 확인하였다. 본 연구를 통해 HRS 연구 커뮤니티의 구조를 파악하고, 관련된 연구 동향을 살펴보며, 미래 HRS 연구 방향을 설계함에 있어 실질적인 통찰을 제공할 수 있을 것으로 기대한다.

디지털 아카이브즈의 문제점과 방향 - 문화원형 콘텐츠를 중심으로 - (Digital Archives of Cultural Archetype Contents: Its Problems and Direction)

  • 함한희;박순철
    • 한국비블리아학회지
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    • 제17권2호
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    • pp.23-42
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    • 2006
  • 본고는 문화원형콘텐츠를 유통시키고 있는 문화콘텐츠닷컴의 디지털아카이브 시스템에 주목해서 문제점을 분석하고 대안을 제시하는 것이 목적이다. 문화원형콘텐츠는 전통문화와 컴퓨터기술을 접목시켜 개척한 새로운 분야이다. 정부에서는 이 산업을 육성해서 한국문화의 세계화와 국가 경쟁력을 강화시킬 의도를 가지고 있다. 우리나라의 역사와 전통 풍물 생활 전승 예술 지리지 등 다양한 분야의 문화원형을 디지털 콘텐츠화하여 문화산업에 필요한 창작소재로 제공하는 것이 그 핵심내용이다. 아울러 디지털 콘텐츠 유통체계 정립과 저작권 관리를 통해서 공공부문 문화콘텐츠의 산업적 활용도를 제고하려는 의도도 포함된다. 본고에서 다루는 대상자료는 현재 문화콘텐츠닷컴에서 유통, 관리되고 있는 문화원형콘텐츠들이다. 이 성과물들은 2002년부터 2005년까지 개발되어서 문화콘텐츠닷컴 DB에 구축되어 있다. 이 자료들을 통해서 현재의 디지털아카이브 시스템의 문제점을 분석하였고, 현재의 시스템이 안고 있는 한계점을 요약하면 다음과 같다. 첫째는 각 자료에서 사용하는 주요 용어의 선택에 따라 유사한 자료들이 서로 다른 주제로 분류되면서 다른 항목에 속하게 되는 것이다. 둘째는, 따라서 서로 다른 항목 간에 교차검색이 이루어지지 않는 한계점이 있다. 현재의 제 문제를 해결할 수 있는 방법으로 본고에서는 온톨로지 기능을 포함한 데이터마이닝시스템을 이용해서 풍부한 지식정보표현과 활용이 가능한 디지털아카이브 시스템을 제안하고 있다. 데이터마이닝은 다섯 가지의 방법으로 가능하다. 의미검색 문서요약 문서클러스터링 문서분류 그리고 주제추적이다. 최근에 빠르게 개발되고 있는 디지털 신기술도 인문학과 긴밀하게 연결되지 않으면, 그 활용도가 제한적이라는 점을 본고를 통해서 지적하였다. 창작소재로서의 문화원형콘텐츠의 활용도를 크게 향상시킬 수 있는 길은 바로 신지식관리를 위한 통학적(uni-discipline) 접근이라는 점을 일깨우고자 한다.

은행서비스에서 고객지향성, 금리민감도, 고객애호도의 구조에 관한 연구: 예금이자율과 대출이자율의 조절효과 (A Study on the Framework of Customer Orientation, Interest Rate Sensitivity, and Customer Loyalty in the Banking Services: The Moderating Roles of Deposit Interest and Loan Interest Rates)

  • 하홍열;최창복
    • Asia Marketing Journal
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    • 제12권3호
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    • pp.43-62
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    • 2010
  • 은행서비스에서 고객지향성의 중요성이 더욱 커지고 있다. 조직의 고객지향적 문화와 전략이 급증함에도 불구하고, 국내 마케팅 문헌에서 고객지향성과 그에 따른 성과를 분석한 논문이 제한적이었다. 특히, 최근의 기준금리 상승에 따른 고객들의 금리민감도가 더욱 커질 수 있는 상황에서, 본 연구의 목표는 기업의 마케팅 노력인 고객지향성의 효과를 측정한다. 먼저 고객지향성과 금리민감도, 고객지향성과 고객애호도, 그리고 금리민감도와 고객애호도의 관계를 고찰한다. 또한 예금이자율과 대출이자율의 조절효과를 통해 고개지향성-금리민감도, 고객지향성-고객애호도의 관계에 어떠한 영향을 미치는가를 조사한다. 본 연구의 모형을 테스트하기 위하여, 국내 은행을 이용하는 304명의 고객을 이용하였다. 연구 결과 고객지향성과 고객애호도의 관계는 유의하게 평가된 반면, 고객지향성-금리민감도, 금리민감도와 고객애호도의 관계는 유의하지 않게 나타났다. 고객지향성이 높이 평가되어도 금리변동에 따른 경쟁상품간의 금리비교에 의해 고객의 금리민감도는 고객지향성의 효과가 상쇄되는 결과를 발생시키고, 금리민감도는 고객애호도에 유의한 영향을 미치지 않는다. 무엇보다도, 예금이자율과 대출이자율에 따른 조절효과가 완전히 상반되는 결과를 가져온 것이 흥미롭다. 예금이자율의 경우, 고객지향성-금리민감도, 고객지향성-고객애호도에 영향을 주지 않았으나, 대출이자율은 두 관계에 유의한 조절효과를 나타내었다. 본 연구의 결과는 아직 위의 관계에 대한 조명이 미숙한 상태에서, 향후 은행들이 어떻게 전략을 구축하여야 하는가에 대한 방향을 제공하였다는 점에서 그 연구의 공헌과 의의를 찾을 수 있다.

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일본 '고증파(考證派)' 의학에 관한 연구 (A Study on The 'Kao Zheng Pai'(考證派) of The Traditional Medicine of Japan)

  • 박현국;김기욱
    • 대한한의학원전학회지
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    • 제20권4호
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    • pp.211-250
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    • 2007
  • 1. The 'Kao Zheng Pai(考證派) comes from the 'Zhe Zhong Pai' and is a school that is influenced by the confucianism of the Qing dynasty. In Japan Inoue Kinga(井上金娥), Yoshida Koton(吉田篁墩) became central members, and the rise of the methodology of historical research(考證學) influenced the members of the 'Zhe Zhong Pai', and the trend of historical research changed from confucianism to medicine, making a school of medicine based on the study of texts and proving that the classics were right. 2. Based on the function of 'Nei Qu Li '(內驅力) the 'Kao Zheng Pai', in the spirit of 'use confucianism as the base', researched letters, meanings and historical origins. Because they were influenced by the methodology of historical research(考證學) of the Qing era, they valued the evidential research of classic texts, and there was even one branch that did only historical research, the 'Rue Xue Kao Zheng Pai'(儒學考證派). Also, the 'Yi Xue Kao Zheng Pai'(醫學考證派) appeared by the influence of Yoshida Kouton and Kariya Ekisai(狩谷掖齋). 3. In the 'Kao Zheng Pai(考證派)'s theories and views the 'Yi Xue Kao Zheng Pai' did not look at medical scriptures like the "Huang Di Nei Jing"("黃帝內經") and did not do research on 'medical' related areas like acupuncture, the meridian and medicinal herbs. Since they were doctors that used medicine, they naturally were based on 'formulas'(方劑) and since their thoughts were based on the historical ideologies, they valued the "Shang Han Ja Bing Lun" which was revered as the 'ancestor of all formulas'(衆方之祖). 4. The lives of the important doctors of the 'Kao Zheng Pai' Meguro Dotaku(目黑道琢) Yamada Seichin(山田正珍), Yamada Kyoko(山田業廣), Mori Ritsi(森立之) Kitamura Naohara(喜多村直寬) are as follows. 1) Meguro Dotaku(目黑道琢 1739${\sim}$1798) was born of lowly descent but, using his intelligence and knowledge, became a professor as a Shi Jing Yi(市井醫) and as a professor for 34 years at Ji Shou Guan mastered the "Huang Di Nei Jing" after giving over 300 lectures. Since his pupil, Isawara Ken taught the Lan Men Wu Zhe(蘭門五哲) and Shibue Chusai, Mori Ritsi(森立之), Okanishi Gentei(岡西玄亭), Kiyokawa Gendoh(淸川玄道) and Yamada Kyoko(山田業廣), Meguro Dotaku is considered the founder of the 'Yi Xue Kao Zheng Pai'. 2) The family of Yamada Seichin(山田正珍 1749${\sim}$1787) had been medical officials in the Makufu(幕府) and the many books that his ancestors had left were the base of his art. Seichin learned from Shan Ben Bei Shan(山本北山), a 'Zhe Zhong Pai' scholar, and put his efforts into learning, teaching and researching the "Shang Han Lun"("傷寒論"). Living in a time between 'Gu Fang Pai'(古方派) member Nakanishi Goretada(中西惟忠) and 'Kao Zheng Pai' member Taki Motohiro(多紀元簡), he wrote 11 books, 2 of which express his thoughts and research clearly, the "Shang Han Lun Ji Cheng"("傷寒論集成") and "Shang Han Kao"("傷寒考"). His comparison of the 'six meridians'(3 yin, 3 yang) between the "Shang Han Lun" and the "Su Wen Re Lun"("素問 熱論) and his acknowledgement of the need and rationality of the concept of Yin-Yang and Deficient-Replete distinguishes him from the other 'Gu Fang Pai'. Also, his dissertation of the need for the concept doesn't use the theories of latter schools but uses the theory of the "Shang Han Lun" itself. He even researched the historical parts, such as terms like 'Shen Nong Chang Bai Cao'(神農嘗百草) and 'Cheng Qi Tang'(承氣湯) 3) The ancestor of Yamada Kyoko(山田業廣) was a court physician, and learned confucianism from Kao Zheng Pai 's Ashikawa Genan(朝川善庵) and medicine from Isawa Ranken and Taki Motokata(多紀元堅), and the secret to smallpox from Ikeda Keisui(池田京水). He later became a lecturer at the Edo Yi Xue Guan(醫學館) and was invited as the director to the Ji Zhong(濟衆) hospital. He also became the first owner of the Wen Zhi She(溫知社), whose main purpose was the revival of kampo, and launched the monthly magazine Wen Zi Yi Tan(溫知醫談). He also diagnosed and prescribed for the prince Ming Gong(明宮). His works include the "Jing Fang Bian"("經方辨"), "Shang Han Lun Si Ci"("傷寒論釋司"), "Huang Zhao Zhu Jia Zhi Yan Ji Yao"("皇朝諸家治驗集要") and "Shang Han Ja Bing Lun Lei Juan"("傷寒雜病論類纂"). of these, the "Jing Fang Bian"("經方辨") states that the Shi Gao(石膏) used in the "Shang Han Lun" had three meanings-Fa Biao(發表), Qing Re(淸熱), Zi Yin(滋陰)-which were from 'symptoms', and first deducted the effects and then told of the reason. Another book, the "Jiu Zhe Tang Du Shu Ji"("九折堂讀書記") researched and translated the difficult parts of the "Shang Han Lun", "Jin Qui Yao Lue", "Qian Jin Fang"("千金方"), and "Wai Tai Mi Yao"("外臺秘要"). He usually analyzed the 'symptoms' of diseases but the composition, measurement, processing and application of medicine were all in the spectrum of 'analystic research' and 'researching analysis'. 4) The ancestors of Mori Rits(森立之 1807${\sim}$ 1885) were warriors but he became a doctor by the will of his mother, and he learned from Shibue Chosai(澁江抽齋) and Isawaran Ken and later became a pupil of Shou Gu Yi Zhai, a historical research scholar. He then became a lecturer of medical herbs at the Yi Xue Guan, and later participated in the proofreading of "Yi Xin Fang"("醫心方") and with Chosai compiled the "Jing Ji Fang Gu Zhi"("神農本草經"). He visited the Chinese scholar Yang Shou Jing(楊守敬) in 1881 and exchanged books and ideas. Of his works, there are the collections(輯複本) of "Shen Nong Ben Cao Jing"(神農本草經) and "You Xiang Yi Hwa"("遊相醫話") and the records, notes, poems, and diaries such as "Zhi Yuan Man Lu"("枳園漫錄") and "Zhi Yuan Sui Bi"("枳園隨筆") that were not published. His thoughts were that in restoring the "Shen Nong Ben Cao Jing", "the herb to the doctor is like the "Shuo Wen Jie Zi"("說文解字") to the scholar", and he tried to restore the ancient herbal text using knowledge of medicine and investigation(考據). Also with Chosai he compiled the "Jing Ji Fang Gu Zhi"("經籍訪古志") using knowledge of ancient text. Ritzi left works on pure investigation, paid much attention to social problems, and through 12 years of poverty treated all people and animals in all branches of medicine, so he is called a 'half confucianist half doctor'(半儒半醫). 5) Kitamurana Ohira(喜多村直寬 1804${\sim}$1876) learned scriptures and ancient texts from confucian scholar Asaka Gonsai, and learned medicine from his father Huai Yaun(槐園). He became a teacher in the Yi Xue Guan in his middle ages, and to repay his country, he printed 266 volumes of "Yi Fang Lei Ju("醫方類聚") and 1000 volumes of "Tai Ping Yu Lan"("太平禦覽") and devoted it to his country to be spread. His works are about 40 volumes including "Jin Qui Yao Lue Shu Yi" and "Lao Yi Zhi Yan" but most of them are researches on the "Shang Han Za Bing Lun". In his "Shang Han Lun Shu Yi"("傷寒論疏義") he shows the concept of the six meridians through the Yin-Yang, Superficial or internal, cold or hot, deficient or replete state of diseases, but did not match the names with the six meridians of the meridian theory, and this has something in common with the research based on the confucianism of Song(宋儒). In clinical treatment he was positive toward old and new methods and also the experience of civilians, but was negative toward western medicine. 6) The ancestor of the Taki family Tanbano Yasuyori(丹波康賴 912-955) became a Yi Bo Shi(醫博士) by his medical skills and compiled the "Yi Xin Fang"("醫心方"). His first son Tanbano Shigeaki(丹波重明) inherited the Shi Yao Yuan(施藥院) and the third son Tanbano Masatada(丹波雅忠) inherited the Dian You Tou(典藥頭). Masatada's descendents succeeded him for 25 generations until the family name was changed to Jin Bao(金保) and five generations later it was changed again to Duo Ji(多紀). The research scholar Taki Motohiro was in the third generation after the last name was changed to Taki, and his family kept an important part in the line of medical officers in Japan. Taki Motohiro(多紀元簡 1755-1810) was a teacher in the Yi Xue Guan where his father was residing, and became the physician for the general Jia Qi(家齊). He had a short temper and was not good at getting on in the world, and went against the will of the king and was banished from Ao Yi Shi(奧醫師). His most famous works, the "Shang Han Lun Ji Yi" and "Jin Qui Yao Lue Ji Yi" are the work of 20 years of collecting the theories of many schools and discussing, and is one of the most famous books on the "Shang Han Lun" in Japan. "Yi Sheng" is a collection of essays on research. Also there are the "Su Wen Shi"("素問識"), "Ling Shu Shi"("靈樞識"), and the "Guan lu Fang Yao Bu"("觀聚方要補"). Taki Motohiro(多紀元簡)'s position was succeeded by his third son Yuan Yin(元胤 1789-1827), and his works include works of research such as "Nan Jing Shu Jeng"("難經疏證"), "Ti Ya"("體雅"), "Yao Ya"("藥雅"), "Ji Ya"("疾雅"), "Ming Yi Gong An"("名醫公案"), and "Yi Ji Kao"("醫籍考"). The "Yi Ji Kao" is 80 volumes in length and lists about 3000 books on medicine in China before the Qing Dao Guang(道光), and under each title are the origin, number of volumes, state of existence, and, if possible, the preface, Ba Yu(跋語) and biography of the author. The younger sibling of Yuan Yin(元胤 1789-1827), Yuan Jian(元堅 1795-1857) expounded ancient writings at the Yi Xue Guan only after he reached middle age, was chosen for the Ao Yi Shi(奧醫師) and later became a Fa Yan(法眼), Fa Yin(法印) and Yu Chi(樂匙). He left about 15 texts, including "Su Wen Shao Shi"("素間紹識"), "Yi Xin Fang"("醫心方"), published in school, "Za Bing Guang Yao"("雜病廣要"), "Shang Han Guang Yao"(傷寒廣要), and "Zhen Fu Yao Jue"("該腹要訣"). On the Taki family's founding and working of the Yi Xue Guan Yasuka Doumei(失數道明) said they were "the people who took the initiative in Edo era kampo medicine" and evaluated their deeds in the fields of 'research of ancient text', 'the founding of Ji Shou Guan and medical education', 'publication business', 'writing of medical text'. 5. The doctors of the 'Kao Zheng Pai ' based their operations on the Edo Yi Xue Guan, and made groups with people with similar ideas to them, making a relationship 'net'. For example the three families of Duo Ji(多紀), Tang Chuan(湯川) and Xi Duo Cun(喜多村) married and adopted with and from each other and made prefaces and epitaphs for each other. Thus, the Taki family, the state science of the Makufu, the tendency of thinking, one's own interests and glory, one's own knowledge, the need of the society all played a role in the development of kampo medicine in the 18th and 19th century.

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일본 '고증파(考證派)' 의학에 관한 연구 (A Study on The 'Kao Zheng Pai'(考證派) of The Traditional Medicine of Japan)

  • 박현국;김기욱
    • 동국한의학연구소논문집
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    • 제10권
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    • pp.1-40
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    • 2008
  • 1.The 'Kao Zheng Pai'(考證派) comes from the 'Zhe Zhong Pai(折衷派)' and is a school that is influenced by the confucianism of the Qing dynasty. In Japan Inoue Kinga(井上金峨), Yoshida Koton(古田篁墩 $1745{\sim}1798$) became central members, and the rise of the methodology of historical research(考證學) influenced the members of the 'Zhe Zhong Pai', and the trend of historical research changed from confucianism to medicine, making a school of medicine based on the study of texts and proving that the classics were right. 2. Based on the function of 'Nei Qu Li'(內驅力) the 'Kao Zheng Pai', in the spirit of 'use confucianism as the base', researched letters, meanings and historical origins. Because they were influenced by the methodology of historical research(考證學) of the Qing era, they valued the evidential research of classic texts, and there was even one branch that did only historical research, the 'Rue Xue Kao Zheng Pai'(儒學考證派). Also, the 'Yi Xue Kao Zheng Pai'(醫學考證派) appeared by the influence of Yoshida Kouton and Kariya Ekisai(狩谷掖齋). 3. In the 'Kao Zheng Pai(考證派)'s theories and views the 'Yi Xue Kao Zheng Pai' did not look at medical scriptures like the "Huang Di Nei Jing"("黃帝內經") and did not do research on 'medical' related areas like acupuncture, the meridian and medicinal herbs. Since they were doctors that used medicine, they naturally were based on 'formulas'(方劑) and since their thoughts were based on the historical ideologies, they valued the "Shang Han Ja Bing Lun" which was revered as the 'ancestor of all formulas'(衆方之祖). 4. The lives of the important doctors of the 'Kao Zheng Pai' Meguro Dotaku(目黑道琢) Yamada Seichin(山田正珍), Yamada Kyoko(山田業廣), Mori Ritsi(森立之) Kitamura Naohara(喜多村直寬) are as follows. 1) Meguro Dotaku(目黑道琢 $1739{\sim}1798$) was born of lowly descent but, using his intelligence and knowledge, became a professor as a Shi Jing Yi(市井醫) and as a professor for 34 years at Ji Shou Guan(躋壽館) mastered the "Huang Di Nei Jing" after giving over 300 lectures. Since his pupil, Isawara Ken(伊澤蘭軒) taught the Lan Men Wu Zhe(蘭門五哲) and Shibue Chusai(澀江抽齋), Mori Ritsi(森立之), Okanishi Gentei(岡西玄亭), Kiyokawa Gendoh(淸川玄道) and Yamada Kyoko(山田業廣), Meguro Dotaku is considered the founder of the 'Yi Xue Kao Zheng Pai'. 2) The family of Yamada Seichin(山田正珍 $1749{\sim}1787$) had been medical officials in the Makufu(幕府) and the many books that his ancestors had left were the base of his art. Seichin learned from Shan Ben Bei Shan(山本北山), a 'Zhe Zhong Pai' scholar, and put his efforts into learning, teaching and researching the "Shang Han Lun"("傷寒論"). Living in a time between 'Gu Fang Pai'(古方派) member Nakanishi Goretada(中西惟忠) and 'Kao Zheng Pai' member Taki Motohiro(多紀元簡), he wrote 11 books, 2 of which express his thoughts and research clearly, the "Shang Han Lun Ji Cheng"("傷寒論集成") and "Shang Han Kao"("傷寒考"). His comparison of the 'six meridians'(3 yin, 3 yang) between the "Shang Han Lun" and the "Su Wen Re Lun"("素問 熱論") and his acknowledgement of the need and rationality of the concept of Yin-Yang and Deficient-Replete distinguishes him from the other 'Gu Fang Pai'. Also, his dissertation of the need for the concept doesn't use the theories of latter schools but uses the theory of the "Shang Han Lun" itself. He even researched the historical parts, such as terms like 'Shen Nong Chang Bai Cao'(神農嘗百草) and 'Cheng Qi Tang'(承氣湯). 3) The ancestor of Yamada Kyoko(山田業廣) was a court physician, and learned confucianism from Kao Zheng Pai's Ashikawa Genan(朝川善庵) and medicine from Isawa Ranken(伊澤蘭軒) and Taki Motokata(多紀元堅), and the secret to smallpox from Ikeda Keisui(池田京水). He later became a lecturer at the Edo Yi Xue Guan(醫學館) and was invited as the director to the Ji Zhong(濟衆) hospital. He also became the first owner of the Wen Zhi She(溫知社), whose main purpose was the revival of kampo, and launched the monthly magazine Wen Zi Yi Tan(溫知醫談). He also diagnosed and prescribed for the prince Ming Gong(明宮). His works include the "Jing Fang Bian"("經方辨"), "Shang Han Lun Si Ci"("傷寒論釋詞"), "Huang Zhao Zhu Jia Zhi Yan Ji Yao"("皇朝諸家治驗集要") and "Shang Han Ja Bing Lun Lei Juan"("傷寒雜病論類纂"). of these, the "Jing Fang Bian"("經方辨") states that the Shi Gao(石膏) used in the "Shang Han Lun" had three meanings-Fa Biao(發表), Qing Re(淸熱), Zi Yin(滋陰)-which were from 'symptoms', and first deducted the effects and then told of the reason. Another book, the "Jiu Zhe Tang Du Shu Ji"("九折堂讀書記") researched and translated the difficult parts of the "Shang Han Lun", "Jin Qui Yao Lue"("金匱要略"), "Qian Jin Fang"("千金方"), and "Wai Tai Mi Yao"("外臺秘要"). He usually analyzed the 'symptoms' of diseases but the composition, measurement, processing and application of medicine were all in the spectrum of 'analystic research' and 'researching analysis'. 4) The ancestors of Mori Ritsi(森立之 $1807{\sim}1885$) were warriors but he became a doctor by the will of his mother, and he learned from Shibue Chosai(澁江抽齋) and Isawaran Ken(伊澤蘭軒) and later became a pupil of Shou Gu Yi Zhai(狩谷掖齋), a historical research scholar. He then became a lecturer of medical herbs at the Yi Xue Guan, and later participated in the proofreading of "Yi Xin Fang"("醫心方") and with Chosai compiled the "Jing Ji Fang Gu Zhi"("經籍訪古志"). He visited the Chinese scholar Yang Shou Jing(楊守敬) in 1881 and exchanged books and ideas. Of his works, there are the collections(輯複本) of "Shen Nong Ben Cao Jing"("神農本草經") and "You Xiang Yi Hwa"("遊相醫話") and the records, notes, poems, and diaries such as "Zhi Yuan Man Lu"("枳園漫錄") and "Zhi Yuan Sui Bi"(枳園隨筆) that were not published. His thoughts were that in restoring the "Shen Nong Ben Cao Jing", "the herb to the doctor is like the "Shuo Wen Jie Zi"(說文解字) to the scholar", and he tried to restore the ancient herbal text using knowledge of medicine and investigation(考據), Also with Chosai he compiled the "Jing Ji Fang Gu Zhi"("經籍訪古志") using knowledge of ancient text. Ritzi left works on pure investigation, paid much attention to social problems, and through 12 years of poverty treated all people and animals in all branches of medicine, so he is called a 'half confucianist half doctor'(半儒半醫). 5) Kitamurana Ohira(喜多村直寬, $1804{\sim}1876$) learned scriptures and ancient texts from confucian scholar Asaka Gonsai(安積艮齋), and learned medicine from his father Huai Yaun(槐園), He became a teacher in the Yi Xue Guan in his middle ages, and to repay his country, he printed 266 volumes of "Yi Fang Lei Ju"("醫方類聚") and 1000 volumes of "Tai Ping Yu Lan"("太平禦覽") and devoted it to his country to be spread. His works are about 40 volumes including "Jin Qui Yao Lue Shu Yi"("金匱要略疏義") and "Lao Yi Zhi Yan"(老醫巵言) but most of them are researches on the "Shang Han Za Bing Lun". In his "Shang Han Lun Shu Yi"("傷寒論疏義") he shows the concept of the six meridians through the Yin-Yang, Superficial or internal, cold or hot, deficient or replete state of diseases, but did not match the names with the six meridians of the meridian theory, and this has something in common with the research based on the confucianism of Song(宋儒). In clinical treatment he was positive toward old and new methods and also the experience of civilians, but was negative toward western medicine. 6) The ancestor of the Taki family Tanbano Yasuyori(丹波康賴 $912{\sim}955$) became a Yi Bo Shi(醫博士) by his medical skills and compiled the "Yi Xin Fang"("醫心方"). His first son Tanbano Shigeaki(丹波重明) inherited the Shi Yao Yuan(施藥院) and the third son Tanbano Masatada(丹波雅忠) inherited the Dian You Tou(典藥頭). Masatada's descendents succeeded him for 25 generations until the family name was changed to Jin Bao(金保) and five generations later it was changed again to Duo Ji(多紀). The research scholar Taki Motohiro was in the third generation after the last name was changed to Taki, and his family kept an important part in the line of medical officers in Japan. Taki Motohiro(多紀元簡 $1755{\sim}1810$) was a teacher in the Yi Xue Guan where his father was residing, and became the physician for the general Jia Qi(家齊). He had a short temper and was not good at getting on in the world, and went against the will of the king and was banished from Ao Yi Shi(奧醫師). His most famous works, the "Shang Han Lun Ji Yi"("傷寒論輯義") and "Jin Qui Yao Lue Ji Yi"("金匱要略輯義") are the work of 20 years of collecting the theories of many schools and discussing, and is one of the most famous books on the "Shang Han Lun" in Japan. "Yi Sheng"("醫勝") is a collection of essays on research. Also there are the "Su Wen Shi"(素問識), "Ling Shu Shi"("靈樞識"), and the "Guan Ju Fang Yao Bu"("觀聚方要補"). Taki Motohiro(多紀元簡)'s position was succeeded by his third son Yuan Yin(元胤 $1789{\sim}1827$), and his works include works of research such as "Nan Jing Shu Jeng"(難經疏證), "Ti Ya"("體雅"), "Yao Ya"("藥雅"), "Ji Ya"(疾雅), "Ming Yi Gong An"(名醫公案), and "Yi Ji Kao"(醫籍考). The "Yi Ji Kao" is 80 volumes in length and lists about 3000 books on medicine in China before the Qing Dao Guang(道光), and under each title are the origin, number of volumes, state of existence, and, if possible, the preface, Ba Yu(跋語) and biography of the author. The younger sibling of Yuan Yin(元胤 $1789{\sim}1827$), Yuan Jian(元堅 $1795{\sim}1857$) expounded ancient writings at the Yi Xue Guan only after he reached middle age, was chosen for the Ao Yi Shi(奧醫師) and later became a Fa Yan(法眼), Fa Yin(法印) and Yu Chi(禦匙). He left about 15 texts, including "Su Wen Shao Shi"("素問紹識"), "Yi Xin Fang"("醫心方"), published in school, "Za Bing Guang Yao"("雜病廣要"), "Shang Han Guang Yao"("傷寒廣要"), and "Zhen Fu Yao Jue"("診腹要訣"). On the Taki family's founding and working of the Yi Xue Guan Yasuka Doumei(矢數道明) said they were "the people who took the initiative in Edo era kampo medicine" and evaluated their deeds in the fields of 'research of ancient text', the founding of Ji Shou Guan(躋壽館) and medical education', 'publication business', 'writing of medical text'. 5. The doctors of the 'Kao Zheng Pai' based their operations on the Edo Yi Xue Guan, and made groups with people with similar ideas to them, making a relationship 'net'. For example the three families of Duo Ji(多紀), Tang Chuan(湯川) and Xi Duo Cun(喜多村) married and adopted with and from each other and made prefaces and epitaphs for each other. Thus, the Taki family, the state science of the Makufu, the tendency of thinking, one's own interests and glory, one's own knowledge, the need of the society all played a role in the development of kampo medicine in the 18th and 19th century.

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

  • Funches, Venessa Martin;Foxx, William;Park, Eun-Joo;Kim, Eun-Young
    • 마케팅과학연구
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    • 제20권2호
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    • pp.188-198
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    • 2010
  • 此研究旨在考察负口碑(即NWOM)对在线行销的影响, 着重分析服务失败的描述以及通信服务商的意向是如何影响消费者对企业竞争力的评估, 对企业的态度, 以及积极的口碑行销和行为意向. 对通信说服力的研究着重于 "谁说了什么; 对谁;通过何渠道;有何影响(Chiu 2007)". 在此我们研究了电子网络发布, 尤其是 "什么" 的两个方面: 通信服务失败的等级以及个人发布的知觉意向. 电子负口碑看似正在毁掉产品或企业的声誉, 这也就不难理解为什么人们总对它带有偏见, 认为其不可靠. 根据归因理论, 人们总会寻求事件的原因, 尤其是那些消极的意外的事件(Weiner 2006). Hennig-Thurau和Walsh (2003)提出 "既然读者的知识和对在线信息的作者信任度都很有限, 可以把电子口碑当做是表达-行为关系的有效调节. 此据此我们提出以下假设: 假设1. 在衡量(a)企业竞争力, (b)人们对企业的态度, (c)积极的口碑, 以及(d)行为意向时, 面临高等级服务失败电子负口碑的对象得分低于面临低等级服务失败电子负口碑的对象. 假设2. 在衡量(a)企业竞争力, (b)人们对企业的态度, (c)积极的口碑, 以及(d)行为意向时, 面临警告意向电子负口碑的对象得分低于面临报复意向电子负口碑的对象假设3. 在电子负口碑中, 服务失败的等级和知觉意向互相影响, 因此在衡量(a)企业竞争力, (b)人们对企业的态度, (c)积极的口碑, 以及(d)行为意向时, 警告意向的电子负口碑的平均反应值大于报复意向的电子负口碑. 主要研究包括一个2 (服务失败的严重性) x 2(警告意向VS报复意向的负口碑)的析因实验. 将通过模拟的在线网络发布信息刺激在线对象. 这一方案描述的服务失败是在传统的零售机构不接受礼物卡, 通过一家在线的研究公司从全国抽样. 共有113个对象参与此研究, 共分析了104份调查问卷. 研究对象认为该方案很现实, 92.3%对此反应强烈. 方案的运作相当令人满意, 所有的措施都经预先的测试验证, 各个项目也经分析证实可靠并有效. 多变量方差分析结果显示多变量间无明显的互相影响, 因此我们只研究主要影响-后倾向和服务失败的严重性. 后倾向主要影响对企业的态度, 积极的口碑和行为意向. 服务失败的严重性主要影响4个因变量: 企业的竞争力, 对企业的态度, 积极的口碑和行为意向. 需特别指出的是, 当电子负口碑描述为严重的服务失败时, 企业的竞争力低于电子负口碑描述为较轻的服务失败时. 当电子负口碑描述为严重的服务失败时, 对企业的态度差于电子负口碑描述为较轻的服务失败时. 当电子负口碑描述为严重的服务失败时, 企业的口碑差于电子负口碑描述为较轻的服务失败时. 当电子负口碑描述为严重的服务失败时, 行为意向低于电子负口碑描述为较轻的服务失败时. 因此, 假设1中的abcd都得到了支持. 另外, 衡量对企业的态度时, 警告意向的电子负口碑得分低于报复意向的电子负口碑. 衡量企业的口碑时, 警告意向的电子负口碑得分低于报复意向的电子负口碑. 衡量行为意向时, 警告意向的电子负口碑得分低于报复意向的电子负口碑. 因此与假设2中的a项不符, 尽管结果指向的是假设方向. 除此之外, 在假设的三个变量中, 后倾向对服务失败的严重性无明显的多变量或单变量影响. 因此, 假设3被推翻. 此研究有研究和管理的双重蕴涵, 如之前的研究一样, 此研究结果证实了服务失败的严重性影响消费者知觉, 态度, 积极的口碑以及行为意向(Weun et al. 2004). 关于进一步的相关性, 在线内容证实了该反应, 这意味着企业需要努力进行服务补救. 至于电子负口碑的知觉意向, 如之前的研究一样, 此研究结果意味着读者对原始资料的意向影响其对知觉, 态度, 积极口碑和行为意向的作用大小. 对管理者的蕴涵在于, 当消费者发现在线交流可靠且有影响力时, 不是所有的交流都同等重要. 电子口碑的好处在于它可以监测潜在的问题并提供纠正的可能性, 即使有潜在的危害.

지속적 관여도 및 인지된 위험이 소비자의 온라인 상인선택 프로세스에 미치는 영향에 관한 연구: 요구신뢰 수준 개념을 중심으로 (How Enduring Product Involvement and Perceived Risk Affect Consumers' Online Merchant Selection Process: The 'Required Trust Level' Perspective)

  • 홍일유;이정민;조휘형
    • Asia pacific journal of information systems
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    • 제22권1호
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    • pp.29-52
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    • 2012
  • Consumers differ in the way they make a purchase. An audio mania would willingly make a bold, yet serious, decision to buy a top-of-the-line home theater system, while he is not interested in replacing his two-decade-old shabby car. On the contrary, an automobile enthusiast wouldn't mind spending forty thousand dollars to buy a new Jaguar convertible, yet cares little about his junky component system. It is product involvement that helps us explain such differences among individuals in the purchase style. Product involvement refers to the extent to which a product is perceived to be important to a consumer (Zaichkowsky, 2001). Product involvement is an important factor that strongly influences consumer's purchase decision-making process, and thus has been of prime interest to consumer behavior researchers. Furthermore, researchers found that involvement is closely related to perceived risk (Dholakia, 2001). While abundant research exists addressing how product involvement relates to overall perceived risk, little attention has been paid to the relationship between involvement and different types of perceived risk in an electronic commerce setting. Given that perceived risk can be a substantial barrier to the online purchase (Jarvenpaa, 2000), research addressing such an issue will offer useful implications on what specific types of perceived risk an online firm should focus on mitigating if it is to increase sales to a fullest potential. Meanwhile, past research has focused on such consumer responses as information search and dissemination as a consequence of involvement, neglecting other behavioral responses like online merchant selection. For one example, will a consumer seriously considering the purchase of a pricey Guzzi bag perceive a great degree of risk associated with online buying and therefore choose to buy it from a digital storefront rather than from an online marketplace to mitigate risk? Will a consumer require greater trust on the part of the online merchant when the perceived risk of online buying is rather high? We intend to find answers to these research questions through an empirical study. This paper explores the impact of enduring product involvement and perceived risks on required trust level, and further on online merchant choice. For the purpose of the research, five types or components of perceived risk are taken into consideration, including financial, performance, delivery, psychological, and social risks. A research model has been built around the constructs under consideration, and 12 hypotheses have been developed based on the research model to examine the relationships between enduring involvement and five components of perceived risk, between five components of perceived risk and required trust level, between enduring involvement and required trust level, and finally between required trust level and preference toward an e-tailer. To attain our research objectives, we conducted an empirical analysis consisting of two phases of data collection: a pilot test and main survey. The pilot test was conducted using 25 college students to ensure that the questionnaire items are clear and straightforward. Then the main survey was conducted using 295 college students at a major university for nine days between December 13, 2010 and December 21, 2010. The measures employed to test the model included eight constructs: (1) enduring involvement, (2) financial risk, (3) performance risk, (4) delivery risk, (5) psychological risk, (6) social risk, (7) required trust level, (8) preference toward an e-tailer. The statistical package, SPSS 17.0, was used to test the internal consistency among the items within the individual measures. Based on the Cronbach's ${\alpha}$ coefficients of the individual measure, the reliability of all the variables is supported. Meanwhile, the Amos 18.0 package was employed to perform a confirmatory factor analysis designed to assess the unidimensionality of the measures. The goodness of fit for the measurement model was satisfied. Unidimensionality was tested using convergent, discriminant, and nomological validity. The statistical evidences proved that the three types of validity were all satisfied. Now the structured equation modeling technique was used to analyze the individual paths along the relationships among the research constructs. The results indicated that enduring involvement has significant positive relationships with all the five components of perceived risk, while only performance risk is significantly related to trust level required by consumers for purchase. It can be inferred from the findings that product performance problems are mostly likely to occur when a merchant behaves in an opportunistic manner. Positive relationships were also found between involvement and required trust level and between required trust level and online merchant choice. Enduring involvement is concerned with the pleasure a consumer derives from a product class and/or with the desire for knowledge for the product class, and thus is likely to motivate the consumer to look for ways of mitigating perceived risk by requiring a higher level of trust on the part of the online merchant. Likewise, a consumer requiring a high level of trust on the merchant will choose a digital storefront rather than an e-marketplace, since a digital storefront is believed to be trustworthier than an e-marketplace, as it fulfills orders by itself rather than acting as an intermediary. The findings of the present research provide both academic and practical implications. The first academic implication is that enduring product involvement is a strong motivator of consumer responses, especially the selection of a merchant, in the context of electronic shopping. Secondly, academicians are advised to pay attention to the finding that an individual component or type of perceived risk can be used as an important research construct, since it would allow one to pinpoint the specific types of risk that are influenced by antecedents or that influence consequents. Meanwhile, our research provides implications useful for online merchants (both online storefronts and e-marketplaces). Merchants may develop strategies to attract consumers by managing perceived performance risk involved in purchase decisions, since it was found to have significant positive relationship with the level of trust required by a consumer on the part of the merchant. One way to manage performance risk would be to thoroughly examine the product before shipping to ensure that it has no deficiencies or flaws. Secondly, digital storefronts are advised to focus on symbolic goods (e.g., cars, cell phones, fashion outfits, and handbags) in which consumers are relatively more involved than others, whereas e- marketplaces should put their emphasis on non-symbolic goods (e.g., drinks, books, MP3 players, and bike accessories).

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