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Changes of Lipid Components and Pigments in Apple Peels during the Storage under Sub - atmospheric Pressure (사과의 감압저장중(減壓貯藏中) 과피지질성분(果皮脂質成分)과 색소(色素)의 변화(變化))

  • Kim, Kyung Tae;Sohn, Tae Hwa;Choi, Jong Uck;Choi, Sang Won;Moon, Kwang Deok
    • Current Research on Agriculture and Life Sciences
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    • v.5
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    • pp.89-99
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    • 1987
  • The changes of lipid components in apple peels which effects physiological characteristic in apple storage, and pigment which is important base in quality, were investigated in terms of temperature and pressure. The results obtained were as follows ; The contents of total lipid of Ralls which is resistant to cold temperature were higher than those of Fuji. The contents of total lipid of Fuji and Ralls were decreased up to about 60 days and then increased up to the final stage of storage. Especially, the increasing rate at low temperature storage was greater than at normal temperature storage. In the case of Fuji, the contents of neutral lipid of normal temperature were increased up to 90 days, while those of low temperature were decreased up to 60 days and then increased up to 90 days. The contents of glycolipid, in both Fuji and Ralls were decreased up to about 30 days and then increased up to about 60 days and the decreased up to 90 days. The contents of phospholipid in Fuji were decreased during storage, while those in Ralls were appeared very slight changes. The ratios of unsaturated fatty acid to saturated fatty acids in neutral lipid of Fuji were decreased during storage, but those of Ralls were increased. Those of glycolipid of Fuji were decreased up to 60 days and then increased up to 90 days, while those in Ralls were increased during storage. In both Fuji and Ralls, those of phospholipid increased during storage and were high in order of sub-atmospheric pressure at $1^{\circ}C$ (SAP-L), normal atmospheric pressure at $1^{\circ}C$ (NAP-L), sub-atmospheric pressure at $20^{\circ}C$ (SAP-N) and normal atmospheric pressure at $20^{\circ}C$(NAP-N) for storage condition. The contents of chlorophyll of Ralls were higher than those of Fuji and the decreasing rate was the lowest in SAP-L. The changes of carotenoid and anthocyanin contents were the greatest increasing at NAP-N and colouring was delayed at SAP-L.

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Characteristics of Salt Tolerance in Tree Species(I) - Relationship between Tree Species Distribution and Soil Salt Concentration in East Coastal Forest - (수종간(樹種間)의 내염력(耐塩力) 특성(特性)에 관(關)한 연구(硏究)(I) - 동해안림(東海岸林)의 수종분포(樹種分布)와 염분농도(塩分濃度)와의 관계(關係) -)

  • Choi, Moon Gil
    • Journal of Korean Society of Forest Science
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    • v.73 no.1
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    • pp.1-8
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    • 1986
  • Relationship between distribution of tree species and salt concentration in soil was studied in order to understand the salt tolerance of tree species in the middle part of Korean east coast and its results were as follows; 1) The tree species in the area mostly consist of Pinus thunbergii, Pinus densiflora, Rosa rugosa, Lespedeza bicolor, Amorpha fruticosa, Quercus dentata, Rhododendron mucronulatum, Rohinia pseudoacacia and others. 2) Pinus thunbergii was dominant species and Rosa rugosa gradually disappeared at the distance from the beach line to 200 meters toward inland. Pinus thunbergii tended to disappear gradually and Pinus densiflora was dominant at the distance from 200 meters to 300 meters inland. 3) Pinus thunbergii was dominant below 50 meters in altitude while Pinus densiflora was dominant above 50 meters. 4) NaCl content tended to decrease as proceeding to inland, higher altitude and to shallow depth of soil. 5) Change in pH in terms of distance toward inland and altitude was not significant, but change in pH along soil depth was conspicuously decreasing from pH 7.0 of top soil to pH 6.5 50cm below. 6) Pinus thunbergii was densely distributed to the area where soil NaCl content was higher than 100 vpm, while Pinus densiflora dominated the area of less than 100 vpm. Rosa rugosa was shown to dominate the area of over 100 vpm soil NaCl content. 7) NaCl content in tree tended to decrease, as proceeding to inland, rapidly within 150 meters distance from the beach line and gradually at further distances. NaCl content in leaf was about 600 ppm, branch 350ppm and root 250 ppm.

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Type Classification and Material Properties by the Composition of Components in Gold Earrings Excavated from the Yeongnam Region (영남지역 출토 금제 귀걸이의 성분 조성에 따른 유형 분류와 금속 재료 특성)

  • Jeon, Ikhwan;Kang, Jungmoo;Lee, Jaesung
    • Korean Journal of Heritage: History & Science
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    • v.52 no.1
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    • pp.4-21
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    • 2019
  • In this paper, 23 Silla gold earrings from the sixth and seventhand centuries, excavated from the Yeongnam region, were analyzed. Based on the silver content of the gold plate, they were classified into three types. The classifications included type I(20-50wt%), type II(10-20wt%) and type III (less than 10wt%). In the analysis process, the composition and morphological differences were identified on the surface of the gold plate. In the case of type I and II earrings, it was observed that the fine holes were concentrated in a relatively higher part of the gold content. The causes of the difference in the surface composition of the gold plate were divided into four categories: 1) surface treatment, 2) thermal diffusivity in the manufacturing process, 3) differences in composition of alluvial gold, and 4) the refining method of gold. It is possible that depletion gilding was attempted to increase the gold content while intentionally removing the other metals from the surface of the gold alloy in the portion where the gold deposit is relatively concentrated on the surface of the gold plating. The highest copper content was detected in the earring with the highest gold content of the analyzed earrings, and it was assumed that thermal diffusion had occurred between the gold plate and the metal rod during the manufacturing process rather than intentional addition. Copper was detected only in the thin ring earring type, and copper was not detected in the thick ring earring type or pendant type. It also proves that this earring has a high degree of tightness at higher temperatures, as there was an invisible edge finish on other earrings and horizontal wrinkles on the gold plate surface. In terms of the material of the gold plate, we examined whether the silver content of the gold plate was natural gold or added by alloy through analyzing the alluvial gold collected in the region. As a result of the analysis, it was found that on average about 13wt% of silver is included. This suggests that type II is natural gold, type III is refined gold, and type I seems to have been alloyed with natural gold. Here, we investigated the refining method introduced in the ancient literature, both at home and abroad, about the possibility of alloying silver after the refining process of type III earrings and then making pure gold. It was found that from ancient refining methods, silver which had been present in the natural gold was removed by reacting and combining with silver chloride or silver sulfide, and long-term efforts and techniques were required to obtain pure gold through this method. Therefore, it was concluded that the possibility of adding a small amount of silver in order to increase strength after making pure gold through a refining process is low.

Spatial Structure of Hinterlands and Forelands of Pusan Container Export Port: the Cases of 3 National Flag Carriers (부산 컨테이너 수출항의 배후지와 지향지의 공간구조)

  • Cho, Su-Kyung
    • Journal of the Korean Geographical Society
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    • v.28 no.3
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    • pp.247-267
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    • 1993
  • According to developing international economy since the World War II, the increase and competition of the national business is so empha-sized tht both the interest and the necessity about marine transportation playing the impor-thant role of international transportation are increased. Today, the container transportation, as called the innovation of marine transport has been prevailed since the 1970's. The purpose of this paper is to grasp the spatial structure of the hinterlands and forelands, its object is export container cargo at Pusan Export Port, as known for the transportation node of modern containerlization. In this study, for the purpose of grasping the relation between hinterlands and forelands of Korean export container cargo, first, I researched the transition of carloading about container cargo, the bistribution channel of cargo, the change of the items of container and the carlo-adings about transport route, secondly, I used the cluster analysis so as to group hinterlands according to the items of goods and forelands. The object of the analysis is container cargo of Choyang Line, Hanjin Shipping and Hyundai Merchant Marine of National Frag Carriers. The source materials used in this study are Trucking Data of Hanjin Co., Container Ren-tal Data of Samik Transport Co. and Transpor-ting Present Condition Tables of Hyundai Mer-chant Marine. 1. There are two kinds of the transport classi-fied by its form: FCL and LCL. In Pusan Con-tainer Export, a lot of textile goods, clothings and furniture, compound, electric goods, and so on are dealed with but the rate of occupation of the transport is getting lower while that of occupation of equipment, papers and agricultu-ral, mineral and livestock industry higher. 2. In 1990, the transports of container cargo in Korea consist of 7 services and round-the world lines. We can list North America lines, East-South Asian lines, Japan lines and Inter European lines, in order of the quantity of tran-sport form the largest to the smaller. We can have another list that Japan lines, North Ame-rica lines and East-South lines in order of the rate participation of national flag carriers, be-cacuse Korean foreign trade lay disproportionate emphasis on East-South Asian lines. Japan lines among them is the biggest import-export market. Since the rationlization policy of marine tran-sport in 1984, each of national flag carriers have its own lines. Hanjin Shipping predominates over North America lines, Choyang Line over New Zealand, Inter European and Austria lines and Hyundai Merchant Marine over Center-South America lines, in terms of the volume of transport. And small-to-medium sized shippers are prevailing in lines which are adjacent to Korea, Such as Japan lines and East-South Asian lines. 3. In relation to hinterlands and forelands of Choyang Line, the light industry goods, electric goods and machinary produced in Seoul and Pusan are exported to the major ports in Europe and Japan, the same produces in Suwon, Ulsan, Kumi are exported to European Ports, and those in Incheon and Kwangju Austrian and Japanese ports, and those in the rest regions to the major port in Japan. 4. In relation to hinterlands and forelands of Hanjin Shipping, the light industry goods pro-ducing in Seoul and Pusan, the electric goods and machinary in Incheon and Pyeongteck, are exported to New York and Los Angeles. Electric goods and machinary Masan, Anyang, Cheona, Cheongju and Incheon, Electric goods machinary and light industry goods in Kwangju and non mental goods in Pohang, are exported New York, Los Angeles and Oakland. 5. In relation to hinterlands and forelands of Hyundai Merchant Marine, the region of Seoul, Pusan and Incheon closely related with the main ports in U.S.A. The rest regions with Montreal. The hinterlands of export container cargo can be classified by its export items into three kinds: the large city, industrial city and the rest city. Choyang Line's forelands are European lines, Japan lines and Austria lines, and Hanjin Shipping's forelands are North America lines, and Hyundai Merchant Marine's forelands are North America lines and Japan line. 3 National flag carriers' major forelands are determined by the size of port and the shipper's convenient use of the port terminal.

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Performance Test of the Iterative Method and Newly Developed True X Method (PET 검사에서 Iterative 재구성 방법과 True X 재구성 방법에 따른 영상의 균일성 및 대조도 비교 평가)

  • Choi, Jae-Min;NamKung, Chang-Kyeong;Park, Seung-Yong;Nam, Ki-Pyo;Lim, Ki-Cheon
    • The Korean Journal of Nuclear Medicine Technology
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    • v.13 no.1
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    • pp.20-24
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    • 2009
  • Objective: In this study, the differences between two reconstruction methods were analyzed by comparing image uniformity and contrast according to Iteration and Subset, which were altered through the Iterative method and True X method, used in Siemens' PET/CT studies. Methods: The Phantom images were obtained by exposure for two minutes per one bed. To determine the image uniformity, the Coefficient of variance was used. Also, in order to compare the contrast value, we measured and analyzed the ratio of the SUV mean of Phantom image's hot spheres and the background. Results: Under the same reconstruction conditions (Iteration and Subset) of CV, the Iterative method was higher than the True X method. In the comparison of the SUV mean ratio of the background and hot sphere, the True X method had a closer rate than the Iterative method. Conclusion: The newly developed True X reconstruction method is better than the previously used Iterative method in terms of uniformity and contrast. However, the date for this study was only obtained using the Phantom device. In order to obtain more accurate and useful information from the experiment, further research should be conducted. Also, it is necessary to find the appropriate standards for Iteration and Subset for further experimentation.

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Physiological Response of Four Corn Cultivars to Soil Salinity (토양염농도에 따른 식용옥수수 품종들의 생장특성)

  • Kim, Sun;Choi, Weon-Young;Jeong, Jae-Hyeok;Lee, Kyung-Bo
    • KOREAN JOURNAL OF CROP SCIENCE
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    • v.59 no.3
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    • pp.293-298
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    • 2014
  • This study conducted experiments on the reclaimed land of Saemangeum located in Jeongrabuk-do in order to gain basic information about growth characteristics and yield ability according to soil salinity. Having soil excluding salt as a control group, this study adjusted the specimens' soil salinity to level 4 and then planted four varieties including Ilmichal Corn to investigate the growth or grain yield according to salinity. About the corn establishment rate according to soil salinity, over 97% up to $3.2dS\;m^{-1}$ was established, and then, it was reduced gradually according to the increase of concentration. According to the salt concentration of soil more required growth duration from seeding to heading comparing to non-treatment salt was delayed, at $1.6dS\;m^{-1}$, two days were delayed, at $3.2dS\;m^{-1}$, four to six days were delayed differently by varieties, and at $4.8dS\;m^{-1}$, six to 10 days were delayed. About the plant fresh weight according to soil salinity, Chalok 4 and Eolrukchal indicated 93%~97% or so compared with the salt-free one at $1.6dS\;m^{-1}$, and Chalok No. 4 showed 79% at the salinity of $3.2dS\;m^{-1}$, too, and it was a relatively higher growth percentage than those of the other varieties. In terms of dried seed weight according to soil salinity, compared with the corns cultivated in the control group, averagely 12.1% was lowered at the time of cultivation at $1.6dS\;m^{-1}$, and $3.2dS\;m^{-1}$ 40% was lowered, and about 70% was lowered at $4.8dS\;m^{-1}$. According to the result of examining the point of time that dried seed start to reduce due to soil salinity with the regression equation, soil salinity which starts the reduction of grain weight is $1.67dS\;m^{-1}{\sim}2.18dS\;m^{-1}$, and it differs by varieties, and EC of 50% that the yield reduces in half is $2.96dS\;m^{-1}{\sim}4.45dS\;m^{-1}$. And the degree of influence on each of the growth factors according to soil salinity is founded to be in the order of establishment rate

A Study on Leaching Characteristics of $Cr^{6+}$ in Cement Grout Materials (시멘트 그라우트재에서 $Cr^{6+}$용출특성에 관한 연구)

  • 김동우;이재영;천병식
    • Journal of Soil and Groundwater Environment
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    • v.8 no.2
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    • pp.62-69
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    • 2003
  • The aim of research is the evaluation of the $Cr^{6+}$ emission features of the liquid injection through emission experiments in varying conditions, based on a field-mixing ratio. The results showed that the content of $Cr^{6+}$ content in cement measured had an Ordinary Potland Cement (OPC) of 25.3 mg/kg, which constitute the largest portion among the other materials. Likewise, the emission experiment of homo-gel and sand-gel generally satisfied the standard of KSLT (Korea Standard Leaching Test) in waste of 1.5 mg/L, but in case of the standard of KSLT in soil the emission of OPC $Cr^{6+}$ of 4.85 mg/kg. These conditions is a little exceeded the criteria in the ‘Ga’ area in terms of Korea Soil Environmental Preservation Law. In addition, results generated by the mock-up injection facilities revealed that $Cr^{6+}$ emission increased as Water/Cement and injection pressure increased. At injection pressure higher than 4 kg/㎤, $Cr^{6+}$ emission exceeded the water preservation standard of 0.5 mg/L. Similarly, a pattern experiment of C $r^{6+}$ emission according to pH was conducted, in order to evaluate the $Cr^{6+}$ emission features of grout materials in leachate below pH 5 such as pH 4 acid rain or landfill. Results show that $Cr^{6+}$ emission dramatically increased in high acidic or basic state. It indicates that $Cr^{6+}$ emission will probably increase in an environment where grout materials are injected. On the other hand, concentration of leachate was determined in areas where grout materials are used. The results show that the concentration of emission in an ultra purity condition does not manifest intensity, and is affected in the OPC>MC>SC order. It means that the pollutants or $Cr^{6+}$ emission increases with decreasing concentration. As such, $Cr^{6+}$ emission will probably exceed the countermeasure criteria according to the types of gout materials. Similarly, high pressure or injection will cause increased $Cr^{6+}$ emission. Therefore, the selection of materials or mixing ratio should be considered in general as well as according to specific industries, based on the strength and pH of $Cr^{6+}$ emission.

A Methodology for Automatic Multi-Categorization of Single-Categorized Documents (단일 카테고리 문서의 다중 카테고리 자동확장 방법론)

  • Hong, Jin-Sung;Kim, Namgyu;Lee, Sangwon
    • Journal of Intelligence and Information Systems
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    • v.20 no.3
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    • pp.77-92
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    • 2014
  • Recently, numerous documents including unstructured data and text have been created due to the rapid increase in the usage of social media and the Internet. Each document is usually provided with a specific category for the convenience of the users. In the past, the categorization was performed manually. However, in the case of manual categorization, not only can the accuracy of the categorization be not guaranteed but the categorization also requires a large amount of time and huge costs. Many studies have been conducted towards the automatic creation of categories to solve the limitations of manual categorization. Unfortunately, most of these methods cannot be applied to categorizing complex documents with multiple topics because the methods work by assuming that one document can be categorized into one category only. In order to overcome this limitation, some studies have attempted to categorize each document into multiple categories. However, they are also limited in that their learning process involves training using a multi-categorized document set. These methods therefore cannot be applied to multi-categorization of most documents unless multi-categorized training sets are provided. To overcome the limitation of the requirement of a multi-categorized training set by traditional multi-categorization algorithms, we propose a new methodology that can extend a category of a single-categorized document to multiple categorizes by analyzing relationships among categories, topics, and documents. First, we attempt to find the relationship between documents and topics by using the result of topic analysis for single-categorized documents. Second, we construct a correspondence table between topics and categories by investigating the relationship between them. Finally, we calculate the matching scores for each document to multiple categories. The results imply that a document can be classified into a certain category if and only if the matching score is higher than the predefined threshold. For example, we can classify a certain document into three categories that have larger matching scores than the predefined threshold. The main contribution of our study is that our methodology can improve the applicability of traditional multi-category classifiers by generating multi-categorized documents from single-categorized documents. Additionally, we propose a module for verifying the accuracy of the proposed methodology. For performance evaluation, we performed intensive experiments with news articles. News articles are clearly categorized based on the theme, whereas the use of vulgar language and slang is smaller than other usual text document. We collected news articles from July 2012 to June 2013. The articles exhibit large variations in terms of the number of types of categories. This is because readers have different levels of interest in each category. Additionally, the result is also attributed to the differences in the frequency of the events in each category. In order to minimize the distortion of the result from the number of articles in different categories, we extracted 3,000 articles equally from each of the eight categories. Therefore, the total number of articles used in our experiments was 24,000. The eight categories were "IT Science," "Economy," "Society," "Life and Culture," "World," "Sports," "Entertainment," and "Politics." By using the news articles that we collected, we calculated the document/category correspondence scores by utilizing topic/category and document/topics correspondence scores. The document/category correspondence score can be said to indicate the degree of correspondence of each document to a certain category. As a result, we could present two additional categories for each of the 23,089 documents. Precision, recall, and F-score were revealed to be 0.605, 0.629, and 0.617 respectively when only the top 1 predicted category was evaluated, whereas they were revealed to be 0.838, 0.290, and 0.431 when the top 1 - 3 predicted categories were considered. It was very interesting to find a large variation between the scores of the eight categories on precision, recall, and F-score.

Study on Geological Distribution of Fluorine in Forest Aggregate within Korea (산림골재 내 불소의 지질학적 분포 연구)

  • Yeong-Il Jeong;Kun-Ki Kim;Soon-Oh Kim;Sang-Woo Lee;Jin-Young Lee
    • Economic and Environmental Geology
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    • v.57 no.2
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    • pp.233-241
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    • 2024
  • This study was conducted to investigate the geological distribution characteristics of fluorine in rocks, which can be a major resource of forest aggregates in Korea. Samples of forest aggregates were collected from 224 sites in 22 cities and counties for this study. The national background concentration was 344 mg/kg, which was significantly lower than the average fluorine concentration of crustal, which was 625 mg/kg, and slightly higher than the average fluorine concentration of world soil, which was 321 mg/kg. In terms of region and tectonic structure, fluorine concentrations were investigated to be highest in Gyeonggi-do(394 mg/kg) and Gyeonggi massif(396 mg/kg), respectively. The concentration distribution by the origin of the parent rock was in the order of metamorphic rock(362 mg/kg) > sedimentary rock(354 mg/kg) > igneous rock(328 mg/kg), and the concentration distribution by geologic ages was the highest in the Paleozoic at 394 mg/kg. The concentration distribution by rock types was in the order of diorite(515 mg/kg) > gneisses(377 mg/kg) > schists(344 mg/kg) > phyllite(306 mg/kg) > granites(305 mg/kg) > quartz porphyry(298 mg/kg). Consequently, it is speculated that gneisses and schists, Precambrian metamorphic rocks in the Gyeonggi massif that forms the crust of Gyeonggi-do, contain high fluorine concentrations.

The Effect of Price Discount Rate According to Brand Loyalty on Consumer's Acquisition Value and Transaction Value (브랜드애호도에 따른 가격할인율의 차이가 소비자의 획득가치와 거래가치에 미치는 영향)

  • Kim, Young-Ei;Kim, Jae-Yeong;Shin, Chang-Nag
    • 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.

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