• Korean Institute of Interior Design Journal
• /
• v.23 no.6
• /
• pp.115-124
• /
• 2014

This study has carried out scanning tests in order to figure out the features of scanning search by sex of space users, with the result of which the validity of data has been estimated. In this research, the scanning patterns were set up for verifying the typology of scanning paths and then the reason for determining scanning paths and the validity of estimation method were reviewed. Since the observation features depends on sex, the analysis of visual activities for acquiring any information in a space will reveal the intention and purpose of space users. The findings by analyzing the features of scanning pattern by sex which were found at the determination of scanning patterns can be defined as the followings. First, for estimating the process of space-information search, the movement distance at each point of continuative-observation data from the angle of eye-movement has been extracted, on the ground of which the fixation and movement of eye have been defined for the establishment of scanning-cut characteristics. Second, the scanning times were estimated for the extraction of effective observation data that would be used for comparative analysis, which showed that men had more data (3,398.2/64.4%) than women (2,998.2/55.6%). This enables the acknowledgment that the scanning cut of men was relatively less, which indicates that men will acquire more information on space than women in the process of observing any space. Third, men's scanning times (58.0 times/2.02 seconds) were less than those of women (71.9 times/1.39 seconds) while the scanning time of the former was longer than that of the latter, which shows the feature that it takes longer for men than women in scanning while the scanning times of the former is less than those of the latter. Fourth, the observation features can be determined that the combination of this result with the predominance character by sex for a general viewpoint to be employed indicates that while men employ mixed-scanning for observation activities to acquire space-information spending for longer time, women, by concentrated-scanning, focus on a single point for shorter time or stay at one location for a considerably long time for space-information acquirement.

• Journal of The Korean Society of Grassland and Forage Science
• /
• v.17 no.4
• /
• pp.315-322
• /
• 1997

Sixteen cultivars of corn(Zea mays L.) hybrids have been recommended as the government recommended corn hybrids since 1984, however, their forage performances have been mostly tested at two locations, such as Suweon and Sunghwan in the Middle parts of Korea. Therefore, the objective of this experiment was to retest the agronomic characteristics and yield of eleven of sixteen government recommended corn hybrids at five scattered locations, such as Icheon, Suweon, Sunghwan, Keonpan and Kwangju in 1993 and 1995 with the intention of improving recommendations to dairy farmers. Among the corn hybrids tested, 'Suweon 19' was susceptible to foliar diseases and poor stay green at all locations in 1993 and 1995. Generally, all hybrids have less lodging and infection rate of rice black streaked dwarf virus(RBSDV) varied by location but mostly not exceed 10%. Infection rate at Sunghwan and Kwangju among locations was the highest as 13.5 and 15.3% respectively. Among the corn hybrids tested, 'Suweon 19' was the highest RBSDV infection rate, but that of 'Kwanganok' and '3282' was lower than other hybrids. At all locations, '3352' and '3394' were the earliest in growth stage, but 'Kwanganok', '3282', 'DK729', 'G4624' and 'DK713' were the latest among the corn hybrids. Ear percentage in total DM of '3352', '3394' and 'G4624' was higher than other hybrids, but that of 'DK713' was the lowest among the corn hybrids. '3352' and '3394' showed the most suitable DM content for silage production at harvest. Among the corn hybrids tested, 'Suweon 19' and '3282' were the lowest DM yield at all locations in 1993 and 1995, but the highest DM yield varied by location. At Icheon, '3144W' and 'G4743', at Suweon, '3352' and '3144W, at Sunghwan, 'DK729' and '3144W', at Keongsan, '3352' and 'DK729', and at Kwangju, '3352' and 'DK689' were the highest DM yield in 1993 and 1995, respectively. Then, '3394' was higher than other hybrids at all locations in 1995. The government recommended corn hybrids tested were generally adapted across the country. However, in forage production situations where wrn should be harvested before the rainy season in late summer, earlymedium maturing corn hybrids, '3352' and '3394' might be preferred.

• Asia Marketing Journal
• /
• v.12 no.2
• /
• pp.53-81
• /
• 2010

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.