• Journal of Distribution Research
• /
• v.17 no.2
• /
• pp.63-92
• /
• 2012

This study investigated consumer intention to use a location-based mobile shopping service (LBMSS) that integrates cognitive and affective responses. Information relevancy was integrated into pleasure-arousal-dominance (PAD) emotional state model in the present study as a conceptual framework. The results of an online survey of 335 mobile phone users in the U.S. indicated the positive effects of arousal and information relevancy on pleasure. In addition, there was a significant relationship between pleasure and intention to use a LBMSS. However, the relationship between dominance and pleasure was not statistically significant. The results of the present study provides insight to retailers and marketers as to what factors they need to consider to implement location-based mobile shopping services to improve their business performance. Extended Abstract : Location aware technology has expanded the marketer's reach by reducing space and time between a consumer's receipt of advertising and purchase, offering real-time information and coupons to consumers in purchasing situations (Dickenger and Kleijnen, 2008; Malhotra and Malhotra, 2009). LBMSS increases the relevancy of SMS marketing by linking advertisements to a user's location (Bamba and Barnes, 2007; Malhotra and Malhotra, 2009). This study investigated consumer intention to use a location-based mobile shopping service (LBMSS) that integrates cognitive and affective response. The purpose of the study was to examine the relationship among information relevancy and affective variables and their effects on intention to use LBMSS. Thus, information relevancy was integrated into pleasure-arousal-dominance (PAD) model and generated the following hypotheses. Hypothesis 1. There will be a positive influence of arousal concerning LBMSS on pleasure in regard to LBMSS. Hypothesis 2. There will be a positive influence of dominance in LBMSS on pleasure in regard to LBMSS. Hypothesis 3. There will be a positive influence of information relevancy on pleasure in regard to LBMSS. Hypothesis 4. There will be a positive influence of pleasure about LBMSS on intention to use LBMSS. E-mail invitations were sent out to a randomly selected sample of three thousand consumers who are older than 18 years old and mobile phone owners, acquired from an independent marketing research company. An online survey technique was employed utilizing Dillman's (2000) online survey method and follow-ups. A total of 335 valid responses were used for the data analysis in the present study. Before the respondents answer any of the questions, they were told to read a document describing LBMSS. The document included definitions and examples of LBMSS provided by various service providers. After that, they were exposed to a scenario describing the participant as taking a saturday shopping trip to a mall and then receiving a short message from the mall. The short message included new product information and coupons for same day use at participating stores. They then completed a questionnaire containing various questions. To assess arousal, dominance, and pleasure, we adapted and modified scales used in the previous studies in the context of location-based mobile shopping service, each of the five items from Mehrabian and Russell (1974). A total of 15 items were measured on a seven-point bipolar scale. To measure information relevancy, four items were borrowed from Mason et al. (1995). Intention to use LBMSS was captured using two items developed by Blackwell, and Miniard (1995) and one items developed by the authors. Data analyses were conducted using SPSS 19.0 and LISREL 8.72. A total of usable 335 data were obtained after deleting the incomplete responses, which results in a response rate of 11.20%. A little over half of the respondents were male (53.9%) and approximately 60% of respondents were married (57.4%). The mean age of the sample was 29.44 years with a range from 19 to 60 years. In terms of the ethnicity there were European Americans (54.5%), Hispanic American (5.3%), African-American (3.6%), and Asian American (2.9%), respectively. The respondents were highly educated; close to 62.5% of participants in the study reported holding a college degree or its equivalent and 14.5% of the participants had graduate degree. The sample represents all income categories: less than $24,999 (10.8%), $25,000-$49,999 (28.34%), $50,000-$74,999 (13.8%), and $75,000 or more (10.23%). The respondents of the study indicated that they were employed in many occupations. Responses came from all 42 states in the U.S. To identify the dimensions of research constructs, Exploratory Factor Analysis (EFA) using a varimax rotation was conducted. As indicated in table 1, these dimensions: arousal, dominance, relevancy, pleasure, and intention to use, suggested by the EFA, explained 82.29% of the total variance with factor loadings ranged from .74 to .89. As a next step, CFA was conducted to validate the dimensions that were identified from the exploratory factor analysis and to further refine the scale. Table 1 exhibits the results of measurement model analysis and revealed a chi-square of 202.13 with degree-of-freedom of 89 (p =.002), GFI of .93, AGFI = .89, CFI of .99, NFI of .98, which indicates of the evidence of a good model fit to the data (Bagozzi and Yi, 1998; Hair et al., 1998). As table 1 shows, reliability was estimated with Cronbach's alpha and composite reliability (CR) for all multi-item scales. All the values met evidence of satisfactory reliability in multi-item measure for alpha (>.91) and CR (>.80). In addition, we tested the convergent validity of the measure using average variance extracted (AVE) by following recommendations from Fornell and Larcker (1981). The AVE values for the model constructs ranged from .74 through .85, which are higher than the threshold suggested by Fornell and Larcker (1981). To examine discriminant validity of the measure, we again followed the recommendations from Fornell and Larcker (1981). The shared variances between constructs were smaller than the AVE of the research constructs and confirm discriminant validity of the measure. The causal model testing was conducted using LISREL 8.72 with a maximum-likelihood estimation method. Table 2 shows the results of the hypotheses testing. The results for the conceptual model revealed good overall fit for the proposed model. Chi-square was 342.00 (df = 92, p =.000), NFI was .97, NNFI was .97, GFI was .89, AGFI was .83, and RMSEA was .08. All paths in the proposed model received significant statistical support except H2. The paths from arousal to pleasure (H1: ${\ss}$=.70; t = 11.44), from information relevancy to intention to use (H3 ${\ss}$ =.12; t = 2.36), from information relevancy to pleasure (H4 ${\ss}$ =.15; t = 2.86), and pleasure to intention to use (H5: ${\ss}$=.54; t = 9.05) were significant. However, the path from dominance to pleasure was not supported. This study investigated consumer intention to use a location-based mobile shopping service (LBMSS) that integrates cognitive and affective responses. Information relevancy was integrated into pleasure-arousal-dominance (PAD) emotional state model as a conceptual framework. The results of the present study support previous studies indicating that emotional responses as well as cognitive responses have a strong impact on accepting new technology. The findings of this study suggest potential marketing strategies to mobile service developers and retailers who are considering the implementation of LBMSS. It would be rewarding to develop location-based mobile services that integrate information relevancy and which cause positive emotional responses.

• Journal of the Korean Geographical Society
• /
• v.31 no.3
• /
• pp.447-468
• /
• 1996

The peat layer was deposited on the abandoned channel of incised meander of River Banbyuncheon with 7 meter thickness on Youngyang basin. The late Quaternary environmental change on the study area was discussed based on pollen anaalysis and radiocarbon-dating from this peat. The swamp which was caused to sediment the peat, was produced by which the fan debris from the adjacent slope damed the waterflow on the abandoned channel. The peat layer contains continuous vegetational history from 60,000y.B.P. to Recent. The peat deposit was divided into two layers by the organic thin sand horizon, which was sedimented at one time and made unconformity between the lower decomposed compact peat layers and the upper fresh fiberous peat layer. As the result of the pollen analysis, both peat layers from the two boring sites, Profile YY1 and Profile YY2 were divided into five Pollenzones(Pollenzone I, II, III, IV and V) and 12 Subzones which were mainly corresponded by the AP (Arboreal Pollen)-Dominance. The two profiles have some differences on the sedimentary facies and on the pollen composition as well. Therefore these were in common with the Pollenone III, however the Pollenzone I and II existed only on the Profile YY1 and the Pollenzone IV and V existed only on the Profile YY2. The lower layer containing the Pollenzone I, II and III revealed vegetational records of Pleistocene, which was characterized as tundra-like landscape and thin forested landscapes. It represented the NAP (Non-Arboreal Pollen)-period with a plenty of Artemisia sp., Sanguisorba sp., Umbelliferae, Gramineae and Cyperaceae. However a relatively high proportion of the boreal trees with Picea sp., Pinus sp. and Betula sp. as AP was observed in the lower layer. The upper layer contained the Pollenzone IVb and V and vegetational history in Holocene which was characterized by thick forested landscape with rich tree pollen. It represented AP-period with plenty of Pinus sp. and Quercus sp. as temperate trees. The temperature fluctuation supposed from the vegetational records is as follows; the Pollenzone I(Betula-Dominance, about 57,000y.B.P.) represents relatively cold period. The Pollenzone II(EMW-Domi-nance, 57,000-43,000y.B.P.)represents relatively warm period. This period is supposed to be Interstadial, the transi-tional stage from Alt- to Mittel Wurm. The Pollenzone III(Butula-, Pinus- and Picea-Dominace in turns, 43,000-15,000y.B.P.) reproesents cold period which had been built from Mittel-to Jung Wurm. Especially the Subzone IIId represents the coldest period throughout the Pollenzone III. It is corresponds to Wurm Glacial Maximu. It is supposed that the mean temperature in July of this period was coller about 10${^\circ}$C than present. The Pollenzone IV and V represent the vegetational history of Holocene. Tilia, Quercus and Pinus were dominant in turns during this period. Subzone IVb and Pollenzone I and II at east coastal plain of Korean penninsula reported by JO(1979).

• Journal of Global Scholars of Marketing Science
• /
• v.19 no.4
• /
• pp.57-63
• /
• 2009

With an exponential increase in electronic commerce (e-commerce), marketers are attempting to gain a competitive advantage by emphasizing service quality and post interaction service aspects, which leads to customer satisfaction or behavioral consequence. Particularly for apparel, service quality is one of the key determinants in encouraging customer e-loyalty, and hence the success of apparel retailing in the context of electronic commerce. Therefore, this study explores e-service quality (E-SERVQUAL) factors and their unique effects on e-loyalty for apparel online shopping based on Parasuraman et al' s (2005) framework. Specific objectives of this study are to identify underlying dimension of E-SERVQUAL, and analyze a structural model for examining the effect of E-SERVQUAL on e-loyalty for online apparel shopping. For the theoretical framework of service quality in the context of online shopping, literatures on traditional and electronic service quality factors were comparatively reviewed, and two aspects of core and recovery services were identified. This study hypothesized that E-SERVQUAL has an effect on e-loyalty; customer satisfaction has a positive effect on e-service loyalty for apparel online shopping; and customer satisfaction mediates in the effect of E-SERVQUAL on e-loyalty for apparel online shopping. A self-administered questionnaire was developed based on literatures. A total of 252 usable questionnaires were obtained from online consumers who had purchase experience with online shopping for apparel products and reside in standard metropolitan areas, in the United States. Factor analysis (e.g., exploratory, confirmatory) was conducted to assess the validity and reliability and the structural equation model including measurement and structural models was estimated via LISREL 8.8 program. Findings showed that the E-SERVQUAL of shopping websites for apparel consisted of five factors: Compensation, Fulfillment, Efficiency, System Availability, and Responsiveness. This supports Parasuraman (2005)'s E-S-QUAL encompassing two aspects of core service (e.g., fulfillment, efficiency, system availability) and recovery related service (e.g., compensation, responsiveness) in the context of apparel shopping online. In the structural equation model, there are five exogenous latent variables for e-SERVQUAL factors; and two endogenous latent variables (e.g., customer satisfaction, e-loyalty). For the measurement model, the factor loadings for each respective construct were statistically significant and were greater than .60 and internal consistency reliabilities ranged from .85 to .88. In the estimated structural model of the e-SERVEQUAL factors, the system availability was found to have direct and positive effect on e-loyalty, whereas efficiency had a negative effect on e-loyalty for apparel online shopping. However, fulfillment was not a significant predictor for explaining consequences of E-SERVQUAL for apparel online shopping. This finding implies that perceived service quality of system available was likely to increase customer satisfaction for apparel online shopping. However, it was not supported that e-loyalty was determined by service quality, because service quality has an indirect effect on e-loyalty (i.e., repurchase intention) by mediating effect of value or satisfaction in the context of online shopping for apparel. In addition, both compensation and responsiveness were found to have a significant impact on customer satisfaction, which influenced e-loyalty for apparel online shopping. Thus, there was significant indirect effect of compensation and responsiveness on e-loyalty. This suggests that the recovery-specific service factors play an important role in maximizing customer satisfaction levels and then maintaining customer loyalty to the online shopping site for apparel. The findings have both managerial and research implications. Fashion marketers can establish long-term relationship with their customers based on continuously measuring customer perceptions for recovery-related service quality, such as quick responses to problem and returns, and compensation for customers' problem after their purchases. In order to maintain e-loyalty, recovery services play an important role in the first choice websites for consumers to purchase clothing. Given that online consumers may shop anywhere, a marketing strategy for improving competitive advantages is to provide better service quality, maximize satisfaction, and turn to creating customers' e-loyalty for apparel online shopping. From a researcher's perspective, there are some limitations of this research that should be considered when interpreting its findings. For future research, findings provide a basis for the further study of this important topic along both theoretical and empirical dimensions. Based on the findings, more comprehensive models for predicting E-SERVQUAL's consequences can be developed and tested. For global fashion marketing, this study can expand to a cross-cultural approach into e-service quality for apparel by including multinational samples.

• Journal of Preventive Medicine and Public Health
• /
• v.24 no.3 s.35
• /
• pp.363-372
• /
• 1991

We used the health screening data of some rural and urban residents to examine the cross-sectional association between leukocyte count and hypertension. The 206 male and 203 female rural residents were selected by multi-stage cluster sampling method in Kyungsan-Kun area of Kyungbuk province in 1985 and 600 urban residents were selected by the same sampling method as the rural residents in Daegu city of the same province in 1986 compatible with age-sex distribution of Daegu city of 1985 census, but of whom 384 actually responded. The rest of 600 were replaced by age and sex with those who were members of the medical insurance plan visiting the health management department of the university hospital to get the biannual preventive medical checkups. Excluded in the analysis were those having hypertensive history, diseases and extreme outlying values of the screening tests, leaving 373 rural and 571 urban residents. Leukocyte count was measured with ELT-8 Laser shadow method and the unit $cells/mm^3$, Blood pressures were determined with an aneroid sphygmomanometer with pre-standardized method and hypertensives were defined as those showing systolic blood pressure more than 140mmHg and/or diastolic blood pressure more than 90mmHg. Total residents pooled (N=944) showed a significant difference between hypertensives and normotensives ($6965.93{\pm}1997.01\;vs\;6490.61{\pm}1941.32,\;P=0.00$) and in rural residents was noted the similar significant difference (P=0.03). None of significant differences were noted in any stratum stratified by residency and sex. Compared to the lowest quintile of WBC, 2/5 quintile showed odds ratio 0.99 (95% Confidence interval, Ci 0.62-1.59), 3/5 quintile 1.41 (95% CI 0.90-2.21), 4/5 quintile 1.76 (95% CI. 1.14-2.72), and highest quintile 1.80 (1.15-2.82) in the total residents. Likelihood ratio test for linear trend for it indicated a significant trend ($X^2_{trend}=5.53,\;df=1,\;P<0.05$). There were no other significant odds ratios compared to the lowest quintile of WBC in strata stratified by residency and sex. The odds ratios in total residents which had showed significant odds ratios became nonsignificant and of reduced magnitude after controlling age, frequency of smoking and drinking with multiple logistic. regression. In each stratum, it changed magnitudes of odds ratios slightly and unstably. None of the trend tests showed any significant trend. These results suggest that the Friedman et al's finding of association between leukocyte count and hypertension may be due to an statistical type I error resulting from the data dredging in an exploratory study, in which more than 800 variables were screened as possible predictors of hypertension.

• Korean Journal of Environmental Biology
• /
• v.26 no.4
• /
• pp.292-302
• /
• 2008

The purpose of this study was to analyze the trophic structures and the energy flows in the lower reaches of the Nakdong River using the Ecopath model (Walter et al., 1997). The sampling and analyses were carried out at 6 sampling sites of the lower reaches of the Nakdong River on May and November in 2007. Total of 9 groups detritus, macrophytes, phytoplankton, zooplankton, zoobenthos, Cyprinus carpio, Hemibarbus labeo, Micropterus salmoides and other fishes were considered to assess the trophic relationship, energy flows and interactions among them in the study. As a result, it was concluded that the lower reaches of the Nakdong River was consisted of producers (Detritus, Macrophytes, Phytoplankton), primary consumers (Zooplankton, Zoobenthos, Cyprinus carpio, Hemibarbus labeo, Other fishes) and secondary consumer (Micropterus salmoides). The total system throughput was estimated at 2.7 kg m$^{-2}$ year$^{-1}$ including a consumption of 52%, exports of 9.1%, respiratory flows of 18.0% and flows into detritus of 20.9%. MTI (mixed trophic impacts) analysis demonstrated that Pseudobagrus fulvidraco had positive impact on Cyprinus carpio, Carassius cuvieri and Carassius auratus. On the other hand, other fishes had negative impact on Cyprinus carpio, Carassius cuvieri and Carassius auratus. Also, all the functional groups except detritus had a negative impact on themselves.

• Economic and Environmental Geology
• /
• v.30 no.6
• /
• pp.553-566
• /
• 1997

Origin, behavior and enrichment of environmental toxic elements from the Deokpyeong area were investigated on the basis of major, trace and rare earth element geochemistry. Coaly metapelites of the Deokpyeong area are subdivided into grey phyllite, dark grey phyllite, coaly slate and black slate, which are interbedded along the Ogcheon Supergroup. The coaly slate had been mined for coal, but mining is closed. The coaly and black slates are lower contents of $SiO_2$ and $Al_2O_3$, and higher contents of LOI, CaO, $Na_2O$ and BaO as compared with the phyllitic rocks. Rare earth elements are highly enriched in the coaly and black slate. Average compositions (ppm) of minor and/or environmental toxic elements in the coaly and black slate are revealed as As=127, Ba=30,163, Cd=18, Cr=740, Cu=84, Mo=378, Pb=43, Sb=12, Se=44, U=144, V=8,147 and Zn=292, which are extremely high concentrations than those in the NASC compositions. Major elements (average enrichment index; 5.34) in the coaly metapelites are mostly depleted, excepting $P_2O_5$ and BaO, normalized by NASC. Rare earth elements (average enrichment index; 1.48) are enriched in the coaly slate. On the basis of NASC, minor and/or environmental toxic elements in the coaly metapelites were strongly enriched of all the elements with the exception of Co, Cs, Ni and Sr. Average enrichment index of trace elements in coaly metapelite is 31.51 (coaly slate; 51.94 and black slate; 15.46). Especially, enrichment index of potentially toxic elements (As, Ba, Cr, Cu, Mo, Ni, Sb, Se, U, V and Zn) of the rock is 46.10 (grey phyllite; 7.15, dark grey phyllite; 4.77, coaly slate; 88.96 and black slate; 22.11). These coal formations were deposited in basin of boundary between terrestrial and marine environments deduced to carbon, sulfur (C/S=2.2 to 275.7), trace and rare earth elements characteristics. Irregular behavior and dispersion between major, minor and rare earth elements of those metapelites indicates a variable source materials, incomplete mixing of differential source and/or reequilibrium of diagenesis and metamorphism.

• Korean Journal of Animal Reproduction
• /
• v.22 no.4
• /
• pp.419-424
• /
• 1998

The present study was carried out to examine the efficiency of cloning of transgenic embryos by nuclear transfer(NT) using gene-injected rabbit embryos. The rabbit embryos at pronuclear stage were microinjected with methallothionein-human growth hormone(MT-hGH) gene and cultured to 8- and 16-cell in TCM-199 containing 10% FCS with a monolayer of rabbit oviductal epithelial cells in a 5% $CO_2$incubator. The recipient oocytes were collected from the oviducts 14~16 h after hCG injection. The oocytes were enucleated and activated with 5$\mu$M ionomycin and 2mM 6-dimethylaminopurine. Blastomeres form gene-injected embryos were transferred into the enucleated oocytes by micromanipulation. The nuclear transplant oocytes were electrofused and co-cultured with rabbit oviductal cells. Following 120 h of culture, blastocysts were prepared for gene analysis by polymerase chain reaction(PCR). In previous experiment, the rate of gene-positive embryos detected by the nested PCR analysis was significantly decreased while developing to blastocyst(25%)(Kang et al., 1998). The fusion rate of gene-injected blastomeres was significantly(P＜0.05) lower than non-injected blastomeres(66% vs 80%). However, the NT embryos that were derived from gene-injected donor embryos did not differ from control embryos in development to the blastocyst stage(39% vs 31%). Of the 43 NT blastocysts developed from the gene-injected donor embryos, twelve(28%) were positive for the injected DNA. The results indicate that NT with gene-injected embryos can be successfully used for cloning and multiplication of transgenic embryos, furthermore applicable to improvement of transgenic animal production.

• Journal of the Korean Society of Food Science and Nutrition
• /
• v.26 no.2
• /
• pp.229-235
• /
• 1997

The chemical components of 5 domestic wheats(Kru, Suwon 257, Eunpa, Chokwang and Tapdong), Australian standard white wheat(ASW) and dark northern spring wheat(DNS) were determined in terms of amino acids, sugars and minerals for whole wheat and white wheat flour of 70% milling yield. The protein content of whole Eunpa and Tapdong was approximately 15%, and reduced its content approximately 1% after milling compared to that of whole wheats. The high levels of glutamic acid and proline were observed in domestic wheats. The limiting amino acid of domestic wheat was higher than that of ASW, but lower than that of DNS. Especially, Suwon 257 and Tapdong exhibited the higher limiting amino acid content than other domestic wheats. Glutamic acid and proline content increased, while lysine and threonine was decreased after milling. In general, whole wheat exhibited the higher levels of arabinose and xylose, and the lower level of glucose than flour. The results also showed domestic wheat contained the higher amount of arabinose and xylose than the foreign wheats. Domestic wheat and flour possessed the higher amount of mineral such as P, K, Na and Ca than ASW and DNS, while Al and Si were similar to others.

• The Journal of the Petrological Society of Korea
• /
• v.8 no.2
• /
• pp.92-105
• /
• 1999

The Cretaceous Chaeyaksan basaltic rocks consist mainly of basaltic tuffs intercalating three layers of basalt. Stratigraphically, the rocks are located between the upper Songnaedong Formation and the lower Geoncheonri Formation and contain plagioclase, augite, hornblende, and a few olivine phenocrysts. Geochemically, they show calc-alkaline characteristics in some immobile element content, but show the alkaline suite feature in the mobile major element composition. The basalts are widely spilitized but some of them is altered to shoshonitic rocks with more calcic plagioclase, calcite, and chlorite, and adularia veinlets are common in the rocks. It is supposed that the post-eruption alteration of the rocks is done through alkali-replacement by hydrothermal solution or vapor rather than by low grade regional metamorphism. It is considered that A1 in hornblende will be available for estimating the pressure of the pre-eruption magma in the reservoir although the plagioclase of the rocks are highly albitized. The crystallization pressure was calculated as 5.7Kb by the equation of Johnson and Rutherford(l989) incorporating of the effect of overestimate of .41T in hornblende in the case of quartz-free rocks. Application of the estimated temperature, pressure and the constituent of phenocrysts of the rocks to the experimental P-T phase diagram for basalts established by Green(1982) indicates the crystallization course and succession of growth of the phenocrysts during of rising and cooling of the magma reservoir; augite + augite and olivine + augite, olivine, and hornblende -+ augite and hornblende+ augite, hornblende, and plagioclase. Such evolution course of the magma may include crystal fractionation by the phenocrysts crystallization and contamination by country rock in lower crust.

• Proceedings of the Korea Society of Environmental Biology Conference
• /
• 2003.06a
• /
• pp.1-5
• /
• 2003

In order to prepare a basis for ecological restoration of the Seoul Metropolitan area, ecological diagnoses on soil physico-chemical properties and vegetation structure were carried out. Land use patterns, actual vegetation, and biotope patterns were also investigated based on aerial photograph interpretation and field checks. I formulated landscape elements overlaying those data and evaluated the ecological value of each element. Soil pollution was evaluated by analyzing soil samples collected in each grid on the mesh map, divided by 2km $\times$ 2km intervals. Soil samples were collected in forests or grasslands escaped from direct human interference. Soil pollution evaluated from pH, and SO$_4$, Ca, Mg, and Al contents of soil was more severe in the urban outskirts than in the urban center. Those soil environmental factors showed significant correlation with each other. Vegetation in the urban area was different in species composition from that in suburban areas and showed lower diversity compared with that in the suburban areas. Successional process investigated by population structure of major species also showed a difference. That is, successional trend was normal in suburban areas, but that in urban areas showed a retrogressive pattern. The landscape ecological map of Seoul indicates that the urban center lacks vegetation and greenery space is restricted in urban outskirts. Such an uneven distribution of vegetation has caused a specific urban climate and thereby contributed to aggravation of air and soil pollution, furthermore causing vegetation decline. From this result, it was estimated that such uneven distribution of vegetation functioned as a trigger factor to deteriorate the urban environment. I suggested, therefore, a restoration plan based on landscape ecological principles, which emphasizes connectivity and even distribution of green areas throughout the whole area of the Seoul to solve this complex environmental problem. In this restoration plan, first of all, I decided the priority order for connection of the fragmented greenery spaces based on the distances from the core reserves comprised of green belt and rivers, which play roles as habitats of wildlife as well as for improvement of urban environment. Next, I prepared methods to restore each landscape element included in the paths of green network to be constructed in the future on the bases of such preferential order. Rivers and roads, which hold good connectivity, were chosen as elements to play important roles in constructing green network by linking the fragmented greenery spaces.