• Title/Summary/Keyword: psychological preference.

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Musical Instrumental Playing Activity using Blues Music Structure for the Improvement of Self-Efficacy in Female Middle School Students who have Depressive Tendencies (우울성향 여중생의 블루스 음악형식을 활용한 자기효능감 증진 연주활동)

  • Koo, Sae Rom
    • Journal of Music and Human Behavior
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    • v.4 no.2
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    • pp.1-17
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    • 2007
  • Huge growth in developmental level, new accomplishment, and The period of adolescents is not only the transition stage but also improvement of academic level. In this level of stage, adolescents have difficulties in development, so they show psychological abnormality such as stress and depression. They could develop mental disorder such as depression or anxiety if they do not overcome the abnormality. According to the situation of the insufficiency of the decent program for adolescents' mental health in the current society, we are strongly requested to develop the psycho-therapeutic program for them. Therefore, in this study, we examined the effect of the musical activities as blues music structure on the improvement of the Self-Efficacy in the female middle school students who have depressive tendencies as well as what they experienced through the activities. The 3 participants were selected out of 70 students in the first year at the "D" middle school in Seoul by being tested with Child Depression Inventory(CDI) and Self-Efficacy Scale(SES). The musical activities were built with 3 steps. Of which, the first one was the introduction to each other, the formation of rapport, and induction of their interests to the musical activities through blues. The second one was letting participants learn the blues music structure by practice and play assigned music(including improvisation) during later 5 sessions with different difficulties at each session. The third one was giving them opportunities to play a music out of the acquired ones during the session or creative music by their own, which results in maximizing musical activities and an acquired experience. As a result, first of all, the scores of CDI test of 3 participants in 10 time sessions showed slight changes, suggesting the negative correlation between CDI and SES even though changes were not big differences. Secondly, the scores of SES test of 3 subjects in 10 time sessions were all changed and especially preference for tasking was significant. Thirdly, the scores of SES for musical playing test of 3 participants in 10 time sessions were all changed and especially preference for musical tasking was significant shown. Finally, according to answers of 3 participants in 10 time sessions for the after questionnaire on musical activities, participants experienced affirmative self-confidence and positive emotion. Taken together, it was suggested that musical activities using blues music structure could be promising therapeutic intervention method.

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Urban Landscape Image Study by Text Mining and Factor Analysis - Focused on Lotte World Tower - (텍스트 마이닝과 인자분석에 의한 도시경관이미지 연구 - 롯데월드타워를 대상으로 -)

  • Woo, Kyung-Sook;Suh, Joo-Hwan
    • Journal of the Korean Institute of Landscape Architecture
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    • v.45 no.4
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    • pp.104-117
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    • 2017
  • This study compares the results of landscape image analysis using text mining techniques and factor analysis for Lotte World Tower, which is the first atypical skyscraper building in Korea, and identifies landscape images of the site to determine possibilities of use. Lotte World Tower's landscape image has been extracted from text mining analysis focusing on adjectives such as 'new', 'transformational', 'unusual', 'novelty', 'impressive', and 'unique', and phrases such as in the process of change, people's active elements(caliber, outing, project, night view), media(newspaper, blog), and climate(weather, season). As a result of the factor analysis, factors affecting the landscape image of Lotte World Tower were symbolic, aesthetic, and formative. Identification, which is a morphological feature, has characteristics of scale and visibility but it is not statistically significant in preference. Rather, the psychological factors such as the symbolism with characteristics such as poison and specialty, harmony with the characteristics of the surrounding environment, and beautiful aesthetic characteristics were an influence on the landscape image. The common results of the two research methods show that psychological characteristics such as factors that can represent and represent the city affect the landscape image more greatly than the morphological and physical characteristics such as location and location of the building. In addition, the text mining technique can identify nouns and adjectives corresponding to the images that people see and feel, and confirms the relationship between the derived keywords, so that it can focus the process of forming the landscape image and further the image of the city. It would appear to be a suitable method to complement the limitation of landscape research. This study is meaningful in that it confirms the possibility that big data can be utilized in landscape analysis, which is one research field of landscape architecture, and is significant for understanding the information of a big data base and contribute to enlarging the landscape research area.

Relationships Among Employees' IT Personnel Competency, Personal Work Satisfaction, and Personal Work Performance: A Goal Orientation Perspective (조직구성원의 정보기술 인적역량과 개인 업무만족 및 업무성과 간의 관계: 목표지향성 관점)

  • Heo, Myung-Sook;Cheon, Myun-Joong
    • Asia pacific journal of information systems
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    • v.21 no.4
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    • pp.63-104
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    • 2011
  • The study examines the relationships among employee's goal orientation, IT personnel competency, personal effectiveness. The goal orientation includes learning goal orientation, performance approach goal orientation, and performance avoid goal orientation. Personal effectiveness consists of personal work satisfaction and personal work performance. In general, IT personnel competency refers to IT expert's skills, expertise, and knowledge required to perform IT activities in organizations. However, due to the advent of the internet and the generalization of IT, IT personnel competency turns out to be an important competency of technological experts as well as employees in organizations. While the competency of IT itself is important, the appropriate harmony between IT personnel's business capability and technological capability enhances the value of human resources and thus provides organizations with sustainable competitive advantages. The rapid pace of organization change places increased pressure on employees to continually update their skills and adapt their behavior to new organizational realities. This challenge raises a number of important questions concerning organizational behavior? Why do some employees display remarkable flexibility in their behavioral responses to changes in the organization, whereas others firmly resist change or experience great stress when faced with the need to alter behavior? Why do some employees continually strive to improve themselves over their life span, whereas others are content to forge through life using the same basic knowledge and skills? Why do some employees throw themselves enthusiastically into challenging tasks, whereas others avoid challenging tasks? The goal orientation proposed by organizational psychology provides at least a partial answer to these questions. Goal orientations refer to stable personally characteristics fostered by "self-theories" about the nature and development of attributes (such as intelligence, personality, abilities, and skills) people have. Self-theories are one's beliefs and goal orientations are achievement motivation revealed in seeking goals in accordance with one's beliefs. The goal orientations include learning goal orientation, performance approach goal orientation, and performance avoid goal orientation. Specifically, a learning goal orientation refers to a preference to develop the self by acquiring new skills, mastering new situations, and improving one's competence. A performance approach goal orientation refers to a preference to demonstrate and validate the adequacy of one's competence by seeking favorable judgments and avoiding negative judgments. A performance avoid goal orientation refers to a preference to avoid the disproving of one's competence and to avoid negative judgements about it, while focusing on performance. And the study also examines the moderating role of work career of employees to investigate the difference in the relationship between IT personnel competency and personal effectiveness. The study analyzes the collected data using PASW 18.0 and and PLS(Partial Least Square). The study also uses PLS bootstrapping algorithm (sample size: 500) to test research hypotheses. The result shows that the influences of both a learning goal orientation (${\beta}$ = 0.301, t = 3.822, P < 0.000) and a performance approach goal orientation (${\beta}$ = 0.224, t = 2.710, P < 0.01) on IT personnel competency are positively significant, while the influence of a performance avoid goal orientation(${\beta}$ = -0.142, t = 2.398, p < 0.05) on IT personnel competency is negatively significant. The result indicates that employees differ in their psychological and behavioral responses according to the goal orientation of employees. The result also shows that the impact of a IT personnel competency on both personal work satisfaction(${\beta}$ = 0.395, t = 4.897, P < 0.000) and personal work performance(${\beta}$ = 0.575, t = 12.800, P < 0.000) is positively significant. And the impact of personal work satisfaction(${\beta}$ = 0.148, t = 2.432, p < 0.05) on personal work performance is positively significant. Finally, the impacts of control variables (gender, age, type of industry, position, work career) on the relationships between IT personnel competency and personal effectiveness(personal work satisfaction work performance) are partly significant. In addition, the study uses PLS algorithm to find out a GoF(global criterion of goodness of fit) of the exploratory research model which includes a mediating variable, IT personnel competency. The result of analysis shows that the value of GoF is 0.45 above GoFlarge(0.36). Therefore, the research model turns out be good. In addition, the study performs a Sobel Test to find out the statistical significance of the mediating variable, IT personnel competency, which is already turned out to have the mediating effect in the research model using PLS. The result of a Sobel Test shows that the values of Z are all significant statistically (above 1.96 and below -1.96) and indicates that IT personnel competency plays a mediating role in the research model. At the present day, most employees are universally afraid of organizational changes and resistant to them in organizations in which the acceptance and learning of a new information technology or information system is particularly required. The problem is due' to increasing a feeling of uneasiness and uncertainty in improving past practices in accordance with new organizational changes. It is not always possible for employees with positive attitudes to perform their works suitable to organizational goals. Therefore, organizations need to identify what kinds of goal-oriented minds employees have, motivate them to do self-directed learning, and provide them with organizational environment to enhance positive aspects in their works. Thus, the study provides researchers and practitioners with a matter of primary interest in goal orientation and IT personnel competency, of which they have been unaware until very recently. Some academic and practical implications and limitations arisen in the course of the research, and suggestions for future research directions are also discussed.

Analysis of Consciousness and Model on Land for the Another use After Quarrying (채석장의 부지 활용에 대한 의식 및 모델 분석)

  • Park, Jae Hyeon
    • Journal of Korean Society of Forest Science
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    • v.101 no.3
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    • pp.387-394
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    • 2012
  • The study was conducted to develop an effective forest resources use models for an alternate use of abandoned quarry by an attitude survey. According to the result of survey, a pessimistic view due to dust, noise pollution, and forest damage was 5% higher than an affirmative view by economic benefits from the development of quarry. The 42% of the respondents preferred the alternate use of abandoned quarry and the 25% of the respondents wanted an art and cultural space. The optimum size of alternate use was 5-10 ha (43%) with the requirement of nearby residents (32%). According to the SWOT analysis for abandoned quarry, the strength factors were an effective use of land, the content development of modern industrial inheritance + cultural and art fusion, attraction for nearby city and visitors, a harmony of beauty landscape and clean environment, and a sustainable increase of domestic and foreign visitors with the 5-day-work week. The opportunity factors were the improvement of traffic networks through KTX and local highway, the creation of the new growth engines with the establishment of artistic creation belts, the providing of unique cultural and art space through grafting of tour and education, the creation of local income through stone processed goods, and the vitalization of local development through eco-city. The weakness factors were a psychological remoteness and backwardness, and the weakness of staying tour infra. The threat factors were a poor financial support for sustainable development in nearby quarry and a modify of legal and institutional system for the alternated use of abandoned quarry. The developed restoration models for the alternate use in abandoned quarry are classified to a sculpture park, a waterfall and lake park, a rock-climbing, a sports park + forest park, a native botanical garden, a culture and art park, a complex park, a water storage site, a water storage site to extinguish forest fire, a geriatric hospital, an agricultural facility, and a school site types etc. The results suggest that the alternate use in the abandoned soil and stone quarry is needed to establish facility use models with consideration of user's preference.

Development of User Based Recommender System using Social Network for u-Healthcare (사회 네트워크를 이용한 사용자 기반 유헬스케어 서비스 추천 시스템 개발)

  • Kim, Hyea-Kyeong;Choi, Il-Young;Ha, Ki-Mok;Kim, Jae-Kyeong
    • Journal of Intelligence and Information Systems
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    • v.16 no.3
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    • pp.181-199
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    • 2010
  • As rapid progress of population aging and strong interest in health, the demand for new healthcare service is increasing. Until now healthcare service has provided post treatment by face-to-face manner. But according to related researches, proactive treatment is resulted to be more effective for preventing diseases. Particularly, the existing healthcare services have limitations in preventing and managing metabolic syndrome such a lifestyle disease, because the cause of metabolic syndrome is related to life habit. As the advent of ubiquitous technology, patients with the metabolic syndrome can improve life habit such as poor eating habits and physical inactivity without the constraints of time and space through u-healthcare service. Therefore, lots of researches for u-healthcare service focus on providing the personalized healthcare service for preventing and managing metabolic syndrome. For example, Kim et al.(2010) have proposed a healthcare model for providing the customized calories and rates of nutrition factors by analyzing the user's preference in foods. Lee et al.(2010) have suggested the customized diet recommendation service considering the basic information, vital signs, family history of diseases and food preferences to prevent and manage coronary heart disease. And, Kim and Han(2004) have demonstrated that the web-based nutrition counseling has effects on food intake and lipids of patients with hyperlipidemia. However, the existing researches for u-healthcare service focus on providing the predefined one-way u-healthcare service. Thus, users have a tendency to easily lose interest in improving life habit. To solve such a problem of u-healthcare service, this research suggests a u-healthcare recommender system which is based on collaborative filtering principle and social network. This research follows the principle of collaborative filtering, but preserves local networks (consisting of small group of similar neighbors) for target users to recommend context aware healthcare services. Our research is consisted of the following five steps. In the first step, user profile is created using the usage history data for improvement in life habit. And then, a set of users known as neighbors is formed by the degree of similarity between the users, which is calculated by Pearson correlation coefficient. In the second step, the target user obtains service information from his/her neighbors. In the third step, recommendation list of top-N service is generated for the target user. Making the list, we use the multi-filtering based on user's psychological context information and body mass index (BMI) information for the detailed recommendation. In the fourth step, the personal information, which is the history of the usage service, is updated when the target user uses the recommended service. In the final step, a social network is reformed to continually provide qualified recommendation. For example, the neighbors may be excluded from the social network if the target user doesn't like the recommendation list received from them. That is, this step updates each user's neighbors locally, so maintains the updated local neighbors always to give context aware recommendation in real time. The characteristics of our research as follows. First, we develop the u-healthcare recommender system for improving life habit such as poor eating habits and physical inactivity. Second, the proposed recommender system uses autonomous collaboration, which enables users to prevent dropping and not to lose user's interest in improving life habit. Third, the reformation of the social network is automated to maintain the quality of recommendation. Finally, this research has implemented a mobile prototype system using JAVA and Microsoft Access2007 to recommend the prescribed foods and exercises for chronic disease prevention, which are provided by A university medical center. This research intends to prevent diseases such as chronic illnesses and to improve user's lifestyle through providing context aware and personalized food and exercise services with the help of similar users'experience and knowledge. We expect that the user of this system can improve their life habit with the help of handheld mobile smart phone, because it uses autonomous collaboration to arouse interest in healthcare.

Human Thermal Sensation and Comfort of Beach Areas in Summer - Woljeong-ri Beach, Gujwa-eup, Jeju-si, Jeju Special Self-Governing Province - (여름철 해변지역의 인간 열환경지수 및 열쾌적성 - 제주특별자치도 제주시 구좌읍 월정리 해변 -)

  • Park, Sookuk;Sin, Jihwan;Jo, Sangman;Hyun, Cheolji;Kang, Hoon
    • Journal of the Korean Institute of Landscape Architecture
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    • v.44 no.4
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    • pp.100-108
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    • 2016
  • The climatic index for tourism(CIT) has recently been advanced, which includes complete human energy balance models such as physiological equivalent temperature(PET) and universal thermal climate index(UTCI). This study investigated human thermal sensation and comfort at Woljung-ri Beach, Jeju, Republic of Korea, in spring and summer 2015 for landscape planning and design in beach areas. Microclimatic data measurements and human thermal sensation/comfort surveys from ISO 10551 were conducted together. There were 869 adults that participated. As a result, perceptual and thermal preference that consider only physiological aspects had high coefficients of determination($r^2$) with PET in linear regression analyses: 92.8% and 87.6%, respectively. However, affective evaluation, personal acceptability and personal tolerance, which consider both physiological and psychological aspects, had low $r^2s$: 60.0%, 21.1% and 46.4%, respectively. However, the correlations between them and PET were all significant at the 0.01 level. The neutral PET range in perceptual for human thermal sensation was $25{\sim}27^{\circ}C$, but a PET range less or equal to 20% dissatisfaction, which was recommended by ASHRAE Standard 55, could not be achieved in perceptual. Only PET ranges in affective evaluation and personal tolerance affected by both aspects were qualified for the recommendation as $21{\sim}32^{\circ}C$ and $17{\sim}37^{\circ}C$, respectively. Therefore, the PET range of $21{\sim}32^{\circ}C$ is recommended to be used for the human thermal comfort zone of beach areas in landscape planning and design as well as tourism and recreational planning. PET heat stress level ranges on the beach were $2{\sim}5^{\circ}C$ higher than those in inland urban areas of the Republic of Korea. Also, they were similar to high results of tropical areas such as Taiwan and Nigeria, and higher than those of western and middle Europe and Tel Aviv, Israel.

A Study on the Landscape Cognition of Wind Power Plant in Social Media (소셜미디어에 나타난 풍력발전시설의 경관 인식 연구)

  • Woo, Kyung-Sook;Suh, Joo-Hwan
    • Journal of the Korean Institute of Landscape Architecture
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    • v.50 no.5
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    • pp.69-79
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    • 2022
  • This study aims to assess the current understanding of the landscape of wind power facilities as renewable energy sources that supply sightseeing, tourism, and other opportunities. Therefore, social media data related to the landscape of wind power facilities experienced by visitors from different regions was analyzed. The analysis results showed that the common characteristics of the landscape of wind power facilities are based on the scale of wind power facilities, the distance between overlook points of wind power facilities, the visual openness of the wind power facilities from the overlook points, and the terrain where the wind power facilities are located. In addition, the preference for wind power facilities is higher in places where the shape of wind power facilities and the surrounding landscape can be clearly seen- flat ground or the sea are considered better landscapes. Negative keywords about the landscape appear on Gade Mountain in Taibai, Meifeng Mountain in Taibai, Taiqi Mountain, and Gyeongju Wind Power Generation Facilities on Gyeongshang Road in Gangwon. The keyword 'negation' occurs when looking at wind power facilities at close range. Because of the high angle of the view, viewers can feel overwhelmed seeing the size of the facility and the ridge simultaneously, feeling psychological pressure. On the contrary, positive landscape adjectives are obtained from wind power facilities on flat ground or the sea. Visitors think that the visual volume of the landscape is fully ensured on flat ground or the sea, and it is a symbolic element that can represent the site. This study analyzes landscape awareness based on the opinions of visitors who have experienced wind power facilities. However, wind power facilities are built in different areas. Therefore, landscape characteristics are different, and there are many variables, such as viewpoints and observers, so the research results are difficult to popularize and have limitations. In recent years, landscape damage due to the construction of wind power facilities has become a hot issue, and the domestic methods of landscape evaluation of wind power facilities are unsatisfactory. Therefore, when evaluating the landscape of wind power facilities, the scale of wind power facilities, the inherent natural characteristics of the area where wind power facilities are set up, and the distance between wind power facilities and overlook points are important elements to consider. In addition, wind power facilities are set in the natural environment, which needs to be protected. Therefore, from the landscape perspective, it is necessary to study the landscape of wind power facilities and the surrounding environment.

Differences in Conflict Management Style according to MBTI Indicators of Nursing Students (간호대학생의 MBTI 지표에 따른 갈등해결유형의 차이)

  • Su Jeong Shin
    • The Journal of the Convergence on Culture Technology
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    • v.9 no.6
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    • pp.479-486
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    • 2023
  • This study is a descriptive research study to determine differences in conflict management types according to MBTI preference indicators among nursing students. Data collection was from August 30 to September 30, 2023. Data analysis was performed using independent t-test, one-way ANOVA, and Scheffe's. As a result of the study, among the MBTI indicators showing significant differences in conflict management types, 'i' had higher avoidance than 'E' in the energy direction (t=-3.776, <0.01). In the case of decision-making function, F had higher concession (t=-3.478, <0.01) and avoidance (t=-3.389, <0.01) than T, and T had higher dominance than F (t=2.070, <0.5). In terms of external life coping style, J had higher cooperation (t=2.756, <0.01) and compromise (t=2.044, <0.5) than P. In MBTI's psychological function types, the NF type had higher concessions than the ST type (F=4.174, <0.05), and the SF type had higher avoidance than the ST type (F=4.202, <0.05). The results of analyzing the differences in conflict management types by combining the MBTI decision-making function type and external life coping style showed that the FJ type was more cooperative than the FP type (F=2.907, <0.05), and the FJ type was more cooperative than the TP type (F =4.662, <0.01), and the FJ type had higher avoidance than the TJ type (F=3.327, <0.05). MBTI's attitude index showed that the EJ type had higher cooperation than the EP type (F=2.817, <0.05), and the IP type had significantly higher avoidance than the EP type (F=4.551, <0.01). This study is significant in confirming differences in conflict management types by combining MBTI decision-making function types (F, T) and external life coping styles (J, P), which have not been studied in Korea to date. In the follow-up study, we propose research on conflict management types by MBTI personality type by reflecting the results of this study and expanding the number of subjects, development of conflict management programs by MBTI indicators and personality types, and analysis of program effectiveness.

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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