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A Study on Major Safety Problems and Improvement Measures of Personal Mobility (개인형 이동장치의 안전 주요 문제점 및 개선방안 연구)

  • Kang, Seung Shik;Kang, Seong Kyung
    • Journal of the Society of Disaster Information
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    • v.18 no.1
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    • pp.202-217
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    • 2022
  • Purpose: The recent increased use of Personal Mobility (PM) has been accompanied by a rise in the annual number of accidents. Accordingly, the safety requirements for PM use are being strengthened, but the laws/systems, infrastructure, and management systems remain insufficient for fostering a safe environment. Therefore, this study comprehensively searches the main problems and improvement methods through a review of previous studies that are related to PM. Then the priorities according to the importance of the improvement methods are presented through the Delphi survey. Method: The research method is mainly composed of a literature study and an expert survey (Delphi survey). Prior research and improvement cases (local governments, government departments, companies, etc.) are reviewed to derive problems and improvements, and a problem/improvement classification table is created based on keywords. Based on the classification contents, an expert survey is conducted to derive a priority improvement plan. Result: The PM-related problems were in 'non-compliance with traffic laws, lack of knowledge, inexperienced operation, and lack of safety awareness' in relation to human factors, and 'device characteristics, road-drivable space, road facilities, parking facilities' in relation to physical factors. 'Management/supervision, product management, user management, education/training' as administrative factors and legal factors are divided into 'absence/sufficiency of law, confusion/duplication, reduced effectiveness'. Improvement tasks related to this include 'PM education/public relations, parking/return, road improvement, PM registration/management, insurance, safety standards, traffic standards, PM device safety, PM supplementary facilities, enforcement/management, dedicated organization, service providers, management system, and related laws/institutional improvement', and 42 detailed tasks are derived for these 14 core tasks. The results for the importance evaluation of detailed tasks show that the tasks with a high overall average for the evaluation items of cost, time, effect, urgency, and feasibility were 'strengthening crackdown/instruction activities, education publicity/campaign, truancy PM management, and clarification of traffic rules'. Conclusion: The PM market is experiencing gradual growth based on shared services and a safe environment for PM use must be ensured along with industrial revitalization. In this respect, this study seeks out the major problems and improvement plans related to PM from a comprehensive point of view and prioritizes the necessary improvement measures. Therefore, it can serve as a basis of data for future policy establishment. In the future, in-depth data supplementation will be required for each key improvement area for practical policy application.

Evaluation of Space-based Wetland InSAR Observations with ALOS-2 ScanSAR Mode (습지대 변화 관측을 위한 ALOS-2 광대역 모드 적용 연구)

  • Hong, Sang-Hoon;Wdowinski, Shimon
    • Korean Journal of Remote Sensing
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    • v.38 no.5_1
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    • pp.447-460
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    • 2022
  • It is well known that satellite synthetic aperture radar interferometry (InSAR) has been widely used for the observation of surface displacement owing to earthquakes, volcanoes, and subsidence very precisely. In wetlands where vegetation exists on the surface of the water, it is possible to create a water level change map with high spatial resolution over a wide area using the InSAR technique. Currently, a number of imaging radar satellites are in operation, and most of them support a ScanSAR mode observation to gather information over a large area at once. The Cienaga Grande de Santa Marta (CGSM) wetland, located in northern Colombia, is a vast wetland developed along the Caribbean coast. The CGSM wetlands face serious environmental threats from human activities such as reclamation for agricultural uses and residential purposes as well as natural causes such as sea level rise owing to climate change. Various restoration and protection plans have been conducted to conserve these invaluable environments in recognition of the ecological importance of the CGSM wetlands. Monitoring of water level changes in wetland is very important resources to understand the hydrologic characteristics and the in-situ water level gauge stations are usually utilized to measure the water level. Although it can provide very good temporal resolution of water level information, it is limited to fully understand flow pattern owing to its very coarse spatial resolution. In this study, we evaluate the L-band ALOS-2 PALSAR-2 ScanSAR mode to observe the water level change over the wide wetland area using the radar interferometric technique. In order to assess the quality of the interferometric product in the aspect of spatial resolution and coherence, we also utilized ALOS-2 PALSAR-2 stripmap high-resolution mode observations.

A Generalized Adaptive Deep Latent Factor Recommendation Model (일반화 적응 심층 잠재요인 추천모형)

  • Kim, Jeongha;Lee, Jipyeong;Jang, Seonghyun;Cho, Yoonho
    • Journal of Intelligence and Information Systems
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    • v.29 no.1
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    • pp.249-263
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    • 2023
  • Collaborative Filtering, a representative recommendation system methodology, consists of two approaches: neighbor methods and latent factor models. Among these, the latent factor model using matrix factorization decomposes the user-item interaction matrix into two lower-dimensional rectangular matrices, predicting the item's rating through the product of these matrices. Due to the factor vectors inferred from rating patterns capturing user and item characteristics, this method is superior in scalability, accuracy, and flexibility compared to neighbor-based methods. However, it has a fundamental drawback: the need to reflect the diversity of preferences of different individuals for items with no ratings. This limitation leads to repetitive and inaccurate recommendations. The Adaptive Deep Latent Factor Model (ADLFM) was developed to address this issue. This model adaptively learns the preferences for each item by using the item description, which provides a detailed summary and explanation of the item. ADLFM takes in item description as input, calculates latent vectors of the user and item, and presents a method that can reflect personal diversity using an attention score. However, due to the requirement of a dataset that includes item descriptions, the domain that can apply ADLFM is limited, resulting in generalization limitations. This study proposes a Generalized Adaptive Deep Latent Factor Recommendation Model, G-ADLFRM, to improve the limitations of ADLFM. Firstly, we use item ID, commonly used in recommendation systems, as input instead of the item description. Additionally, we apply improved deep learning model structures such as Self-Attention, Multi-head Attention, and Multi-Conv1D. We conducted experiments on various datasets with input and model structure changes. The results showed that when only the input was changed, MAE increased slightly compared to ADLFM due to accompanying information loss, resulting in decreased recommendation performance. However, the average learning speed per epoch significantly improved as the amount of information to be processed decreased. When both the input and the model structure were changed, the best-performing Multi-Conv1d structure showed similar performance to ADLFM, sufficiently counteracting the information loss caused by the input change. We conclude that G-ADLFRM is a new, lightweight, and generalizable model that maintains the performance of the existing ADLFM while enabling fast learning and inference.

Quality Changes of 'Baumkuchen' Cake with Modified Atmosphere Packaging during Storage (변형기체포장 처리에 따른 '바움쿠헨' 케이크의 저장 중 품질 특성 변화)

  • Myungho Lee;Minhwi Kim;Youn Suk Lee
    • KOREAN JOURNAL OF PACKAGING SCIENCE & TECHNOLOGY
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    • v.29 no.2
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    • pp.87-94
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    • 2023
  • Fresh bakery products are widely consumed worldwide and therefore particular requirements for their quality characteristics have been established. The shelf life of bakery products is mainly subjected to microbial spoilage and staling. This study investigated the optimum conditions of modified atmosphere packaging (MAP) application to extend the shelf life of the bakery products. The gas conditions of the headspace in 'Baumkuchen' cake were 0, 30, 70, and 100% CO2 concentrations and stored at 30℃ for 5 days. The bakery samples were evaluated weight loss, hardness, color change, pH and total aerobic bacteria, yeast and molds count throughout the storage period. Values of the weight loss and hardness were increased over the storage period, meanwhile pH was significantly decreased. However, no significant color changes were observed during storage. It was also found no significant difference between the different gas treatments. Total aerobic bacteria count of the stored samples after day 5 was increased by 6.94 log CFU/g in the air filled package, compared to 6.20 log CFU/g in the 100% CO2 filled package and 6.02 log CFU/g in the 70% CO2 filled package. Yeast and molds count were 3.65 log CFU/g in air filled package, 2.66 log CFU/g in 100% CO2 filled package, 2.64 log CFU/g in 70% CO2 filled package, 2.86 log CFU/g in 30% CO2 filled package and 3.31 log CFU/g in 100% N2 filled package on day 2. In conclusion, it was shown that 70% and 100% CO2 treatments in the package were effective to reduce microbial growth.

Physicochemical Characteristics and Skin Absorption of Transfersomes Containing Centella asiatica Extract According to Edge Activators (Edge Activator 에 따른 병풀추출물 함유 트렌스퍼좀의 물리화학적 특성과 피부흡수)

  • Eun-hee Lee;Kyung-Sup Yoon
    • Journal of the Society of Cosmetic Scientists of Korea
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    • v.49 no.2
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    • pp.147-157
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    • 2023
  • Centella asiatica extract is widely used as a raw material for cosmetics due to its various effects, but it is difficult to expect penetration into the skin due to its high molecular weight and low solubility. In order to solve these problems, lipid-based liposomes of various types were developed to increase skin absorption. Therefore, in this study, we tried to increase the skin absorption rate by preparing transfersomes using surfactants as edge activators in existing liposomes. Liposome and transfersomes containing Span 80 and Tween 20, 60, 80, and 85, respectively, were prepared using a high-pressure homogenizer, and we evaluated the particle size, polydispersity index, zeta potential, and skin absorption rate. As a result, there was almost no change in the physical properties of particle size, polydispersity index and zeta potential from 25 ℃ to 60 d, and the particle size of transfersomes containing Tween 20, 60, and 80 increased after 60 d at 45 ℃. Madecassoside, main substances of the Centella asiatica extract was used as an standard and madecassoside was measured and calculated when measuring the skin absorption rate using Franz diffusion cells. As a result, formulations containing Tween 20 were the most, whereas formulations containing Span 80 were the least. According to the skin absorption coefficient (Kp) value, all formulations showed 'very fast', and the absorption rate was similar or greater than that of liposomes, except for formulations containing Span 80. Through this, it was confirmed that the larger the HLB value of the nonionic surfactant, the smaller the particle size of the transfersome, and the increased skin absorption rate due to the increased flexibility of the vesicle membrane. Through this study, transfersome using surfactant as an edge activator can be expected to solve local skin problems not only as a cosmetic raw material or product, but also by increasing skin absorption.

Effects of Storytelling in Advertising on Consumers' Empathy

  • Park, Myungjin;Lee, Doo-Hee
    • Asia Marketing Journal
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    • v.15 no.4
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    • pp.103-129
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    • 2014
  • Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

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Study on the Possibility of Estimating Surface Soil Moisture Using Sentinel-1 SAR Satellite Imagery Based on Google Earth Engine (Google Earth Engine 기반 Sentinel-1 SAR 위성영상을 이용한 지표 토양수분량 산정 가능성에 관한 연구)

  • Younghyun Cho
    • Korean Journal of Remote Sensing
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    • v.40 no.2
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    • pp.229-241
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    • 2024
  • With the advancement of big data processing technology using cloud platforms, access, processing, and analysis of large-volume data such as satellite imagery have recently been significantly improved. In this study, the Change Detection Method, a relatively simple technique for retrieving soil moisture, was applied to the backscattering coefficient values of pre-processed Sentinel-1 synthetic aperture radar (SAR) satellite imagery product based on Google Earth Engine (GEE), one of those platforms, to estimate the surface soil moisture for six observatories within the Yongdam Dam watershed in South Korea for the period of 2015 to 2023, as well as the watershed average. Subsequently, a correlation analysis was conducted between the estimated values and actual measurements, along with an examination of the applicability of GEE. The results revealed that the surface soil moisture estimated for small areas within the soil moisture observatories of the watershed exhibited low correlations ranging from 0.1 to 0.3 for both VH and VV polarizations, likely due to the inherent measurement accuracy of the SAR satellite imagery and variations in data characteristics. However, the surface soil moisture average, which was derived by extracting the average SAR backscattering coefficient values for the entire watershed area and applying moving averages to mitigate data uncertainties and variability, exhibited significantly improved results at the level of 0.5. The results obtained from estimating soil moisture using GEE demonstrate its utility despite limitations in directly conducting desired analyses due to preprocessed SAR data. However, the efficient processing of extensive satellite imagery data allows for the estimation and evaluation of soil moisture over broad ranges, such as long-term watershed averages. This highlights the effectiveness of GEE in handling vast satellite imagery datasets to assess soil moisture. Based on this, it is anticipated that GEE can be effectively utilized to assess long-term variations of soil moisture average in major dam watersheds, in conjunction with soil moisture observation data from various locations across the country in the future.

A Study on the Method for Quantifying CO2 Contents in Decarbonated Slag Materials by Differential Thermal Gravimetric Analysis (DTG 분석법을 활용한 슬래그류 비탄산염 재료의 CO2 정량 측정방법 연구)

  • Jae-Won Choi;Byoung-Know You;Yong-Sik Chu;Min-Cheol Han
    • Journal of the Korean Recycled Construction Resources Institute
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    • v.12 no.1
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    • pp.8-16
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    • 2024
  • Limestone (CaCO3, calcium carbonate), which is used as a raw material in the portland cement and steel industry, emits CO2 through decarbonation by high temperatures in the manufacturing process. To reduce CO2 emissions by the use of raw materials like limestone, it has been proposed to replace limestone with various industrial by-products that contain CaO but less or none of the carbonated minerals, that cause CO2 emissions. Loss of Ignition (LOI), Thermogravimetric analysis (TG), and Infrared Spectroscopy (IR) are used to quantitative the amount of CO2 emission by using these industrial by-products, but CO2 emissions can be either over or underestimated depending on the characteristics of by-product materials. In this study, we estimated CO2 contents by LOI, TG, IR and DTG(Differential Thermogravimetric analysis) of calcite(CaCO3) and samples that contain CO2 in the form of carbonate and whose weight increases by oxidation at high temperatures. The test results showed for CaCO3 samples, all test methods have a sufficient level of reliability. On the other hand, for the CO2 content of the sample whose weight increases at high temperature, LOI and TG did not properly estimate the CO2 content of the sample, and IR tended to overestimate compared to the predicted value, but the estimated result by DTG was close to the predicted valu e. From these resu lts, in the case of samples that contain less than a few percent of CO2 and whose weight increases during the temperature that carbonate minerals decompose, estimating the CO2 content using DTG is a more reasonable way than LOI, TG, and IR.

Morphological Changes of Mouse Ovary by X-Ray Irradiation (방사선 조사선량에 따른 생쥐 난소의 형태학적 변화)

  • Yoon, Chul-Ho;Choi, Jong-Woon;Yoon, Surk-Hwan
    • Journal of Radiation Protection and Research
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    • v.32 no.4
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    • pp.140-156
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    • 2007
  • This research was performed to investigate the morphological changes of folliculus ovary according to the radiation dose. The whole body radiation of 200 cGy, 400 cGy, and 600 cGy was given to the each groups of 5 months-aged female mouse. Various staining methods used in this research are: Hematosylin-Eosin method, and immunohistochemistrical methods using BrdU, TUNEL, p53, p21, PCNA and inhibin. The minute structural changes of folliculus ovary were observed through an electron microscope with high magnification. The morphological changes of growing folliculus ovary became distinct as the dose of X-rays increased. Especially, the nuclei of granular cells showed manifest condensation and the changes of the transparent zone were distinct. As a result of histochemical reaction according to Masson's trichrome method and reticular fiber method, the changed granular cells, the deformed basilar membrane of folliculus ovary and the abnormal arrangement of the reticular fiber were observed. In the reaction of BrdU, the granular cells of normal folliculus ovary with positive reaction rapidly decreased according to the increase of the dose of X-rays. In TUNEL study, granular cells showing positive reaction in retarded folliculus ovary were expanded to growing folliculus ovary and primordial folliculus ovary according to the increase of the dose of X-rays. In case of 600 cGy of X-rays, oocyte underwent apoptosis. In p53 immunohistochemistry, p53 manifested to be stronger as the dose of X-rays increased. p53 reactivity was manifested distinctively in all cells comprising folliculus ovary following irradiation of 600 cGy. p21 was manifested in granular cells of folliculus ovary and showed very positive reaction around follicular antrum according to the increase of the dose of X-rays. In PCNA, positive reaction was manifested in growing folliculus ovary, mature folliculus ovary and primordial folliculus ovary, but the extent of the reaction decreased as the dose of the X-rays decreased. The finding that the reaction of granular cells around folliculus ovary was stronger than that near follicular membrane indicates that what was damaged first by X-ray was the cells near folliculus ovary and follicular antrum. The reactivity of $inhibin-{\alpha}$ showed difference according to the growing stage of folliculus ovary: $inhibin-{\alpha}$ showed the most strong reaction in mature folliculus ovary with follicular antrum. There was strong reaction in granular cells around follicular membrane but $inhibin-{\alpha}$ did not occur at all in theca cells comprising follicular membrane. $Inhibin-{\alpha}$ in ovary tissue exposed to 400 cGy of X-rays was manifested more strongly than in ovary tissue exposed to 600 cGy of X-rays, which was related to the phenomenon that granular cells of mature folliculus ovary underwent necrosis or apoptosis increasingly due to X-rays. In an electron microscope with high magnification, nuclei and protoplasm of granular cells in growing folliculus ovary abruptly underwent minute structural changes according to the increase of dose of X-rays. Cell residue, by-product of cell decease, neutrophil and macrophage around follicular antrum were observed. The minute structural changes in granular cells showed typical characteristics of apoptosis: the increase of electronic density due to nuclear condensation, fragmentation of nuclei and atrophy of protoplasm. Necrosis of cells was identified but it was not so remarkable. Macrophage with apoptotic bodies was scattered. Proportional to the radiation dose, we found that the generation of heterogeneous substance of normal ovary texture's follicular fluid, the emergence of dyeing characteristic in the basilar membrane of folicle, the generation of apoptosis, and the transformation of macrophages, etc. From this results, we can infer the possible radiation hazard on the ovary of cervix cancer patient with radiation therapy.

A Study on the Critical Success Factors of Social Commerce through the Analysis of the Perception Gap between the Service Providers and the Users: Focused on Ticket Monster in Korea (서비스제공자와 사용자의 인식차이 분석을 통한 소셜커머스 핵심성공요인에 대한 연구: 한국의 티켓몬스터 중심으로)

  • Kim, Il Jung;Lee, Dae Chul;Lim, Gyoo Gun
    • Asia pacific journal of information systems
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    • v.24 no.2
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    • pp.211-232
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    • 2014
  • Recently, there is a growing interest toward social commerce using SNS(Social Networking Service), and the size of its market is also expanding due to popularization of smart phones, tablet PCs and other smart devices. Accordingly, various studies have been attempted but it is shown that most of the previous studies have been conducted from perspectives of the users. The purpose of this study is to derive user-centered CSF(Critical Success Factor) of social commerce from the previous studies and analyze the CSF perception gap between social commerce service providers and users. The CSF perception gap between two groups shows that there is a difference between ideal images the service providers hope for and the actual image the service users have on social commerce companies. This study provides effective improvement directions for social commerce companies by presenting current business problems and its solution plans. For this, This study selected Korea's representative social commerce business Ticket Monster, which is dominant in sales and staff size together with its excellent funding power through M&A by stock exchange with the US social commerce business Living Social with Amazon.com as a shareholder in August, 2011, as a target group of social commerce service provider. we have gathered questionnaires from both service providers and the users from October 22, 2012 until October 31, 2012 to conduct an empirical analysis. We surveyed 160 service providers of Ticket Monster We also surveyed 160 social commerce users who have experienced in using Ticket Monster service. Out of 320 surveys, 20 questionaries which were unfit or undependable were discarded. Consequently the remaining 300(service provider 150, user 150)were used for this empirical study. The statistics were analyzed using SPSS 12.0. Implications of the empirical analysis result of this study are as follows: First of all, There are order differences in the importance of social commerce CSF between two groups. While service providers regard Price Economic as the most important CSF influencing purchasing intention, the users regard 'Trust' as the most important CSF influencing purchasing intention. This means that the service providers have to utilize the unique strong point of social commerce which make the customers be trusted rathe than just focusing on selling product at a discounted price. It means that service Providers need to enhance effective communication skills by using SNS and play a vital role as a trusted adviser who provides curation services and explains the value of products through information filtering. Also, they need to pay attention to preventing consumer damages from deceptive and false advertising. service providers have to create the detailed reward system in case of a consumer damages caused by above problems. It can make strong ties with customers. Second, both service providers and users tend to consider that social commerce CSF influencing purchasing intention are Price Economic, Utility, Trust, and Word of Mouth Effect. Accordingly, it can be learned that users are expecting the benefit from the aspect of prices and economy when using social commerce, and service providers should be able to suggest the individualized discount benefit through diverse methods using social network service. Looking into it from the aspect of usefulness, service providers are required to get users to be cognizant of time-saving, efficiency, and convenience when they are using social commerce. Therefore, it is necessary to increase the usefulness of social commerce through the introduction of a new management strategy, such as intensification of search engine of the Website, facilitation in payment through shopping basket, and package distribution. Trust, as mentioned before, is the most important variable in consumers' mind, so it should definitely be managed for sustainable management. If the trust in social commerce should fall due to consumers' damage case due to false and puffery advertising forgeries, it could have a negative influence on the image of the social commerce industry in general. Instead of advertising with famous celebrities and using a bombastic amount of money on marketing expenses, the social commerce industry should be able to use the word of mouth effect between users by making use of the social network service, the major marketing method of initial social commerce. The word of mouth effect occurring from consumers' spontaneous self-marketer's duty performance can bring not only reduction effect in advertising cost to a service provider but it can also prepare the basis of discounted price suggestion to consumers; in this context, the word of mouth effect should be managed as the CSF of social commerce. Third, Trade safety was not derived as one of the CSF. Recently, with e-commerce like social commerce and Internet shopping increasing in a variety of methods, the importance of trade safety on the Internet also increases, but in this study result, trade safety wasn't evaluated as CSF of social commerce by both groups. This study judges that it's because both service provider groups and user group are perceiving that there is a reliable PG(Payment Gateway) which acts for e-payment of Internet transaction. Accordingly, it is understood that both two groups feel that social commerce can have a corporate identity by website and differentiation in products and services in sales, but don't feel a big difference by business in case of e-payment system. In other words, trade safety should be perceived as natural, basic universal service. Fourth, it's necessary that service providers should intensify the communication with users by making use of social network service which is the major marketing method of social commerce and should be able to use the word of mouth effect between users. The word of mouth effect occurring from consumers' spontaneous self- marketer's duty performance can bring not only reduction effect in advertising cost to a service provider but it can also prepare the basis of discounted price suggestion to consumers. in this context, it is judged that the word of mouth effect should be managed as CSF of social commerce. In this paper, the characteristics of social commerce are limited as five independent variables, however, if an additional study is proceeded with more various independent variables, more in-depth study results will be derived. In addition, this research targets social commerce service providers and the users, however, in the consideration of the fact that social commerce is a two-sided market, drawing CSF through an analysis of perception gap between social commerce service providers and its advertisement clients would be worth to be dealt with in a follow-up study.