• 마케팅과학연구
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• 제18권3호
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

• 한국주거학회논문집
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• 제21권6호
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• pp.81-90
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• 2010

The existing most studies on the apartment sales prices have been limited to relatively small size apartment complexes and have not categorized the apartment complexes based on the number of households. Some of them uses the apartment-related indices such as regional value estimates, sales unit price, and view right values. In the case of Seoul Metropolitan Area, the size of apartment complex has been growing to the level of large complex over more than 1,000 households through new town development, redevelopment and reconstruction. People prefers to choose a large scale complex instead of small complex based on their perception that a large scale apartment complex provides more conveniences in living. The result of this analysis revealed that the variables chosen as important determinants of the hedonic price model for large scale apartment complexes were square meters of apartment unit, rent/price ratio, number of bays, distance to the nearest subway station, and heating system method. This means that the sales price of apartment unit will be higher as the square meters of apartment unit increase, as the rent/price ratio decreases, as the distance to the nearest subway station increases, and as the number of bays increase.

• 한국의류학회지
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• 제34권1호
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• pp.167-174
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• 2010

This paper aims to examine the status of sizing specifications for disposable sanitary pads on the market and to offer information on product design that reflect the requests of consumer by gathering opinion through the practical experience of consumers. Seventy-six varieties of sanitary pads on market are measured and the evaluations of wearing comfort were investigated by the questionnaire and interview for sixty three varieties of sanitary pads. As a result, they were classified into five sizes related with length but vaguely related with thickness and width. Thickness is distinguished by the compressibility that is marked as slim or ultra slim by the same brand. However, there is no sizing consistency for all products. The result shows that there is some confusion for consumers to choose desired sizes, In addition, the perception of wearing is categorized into four factors that are product performance, size and fit, wearing feeling and margin of action, and adhesive property and wrapping. The manufacturing specifications for the sanitary pads on domestic market, the requests of consumers for sanitary pad design modifications, and proposals for follow-up studies were figured out through this research.

• 한국실내디자인학회논문집
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• 제16권1호
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• pp.65-72
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• 2007

Various residential patterns, which can accommodate ever-changing modem lifestyles, are increasingly needed. On the residents' demand for flexible space, mote research should be conducted on the apartments built by the concept of flexible space. In this study, apartments of 40-60 pyeong in size built in the region of Seoul, between 1998 and 2007, are analyzed in terms of the flexible types and the unit plan composition. To reflect the changes in people's perception of residential quality-preference for a residence with a good view, over for the direction that a residence faces, more rooms are placed on the front bay. From the analyses of this study, flexible unit plans are classified into 6 types; and it was found that, as the size of apartments gets larger, the livingroom and the dinning room tend to be placed on the front bay. After grouping rooms with a similar function into the spatial zones of the master bedroom, children's room, the livingroom, and the dinning room, flexible types are analyzed in terms of the location of rooms. The results of this study will be able to contribute to establishing flexible housing culture that can accommodate the changing needs of residents.

• 대한의용생체공학회:의공학회지
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• 제31권1호
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• pp.20-26
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• 2010

The aim of this study was to test the feasibility of a wireless transceiver that can be inserted into the ear canal. The wireless technology could minimize the cosmetic problems of patients, and it can be applied to binaural hearing aids for improving speech perception. In order to implement the ear canal insertable transceiver, simple finite-difference time-domain (FDTD) simulations were carried out to determine the feasibility, and the hardware of the transceiver was implemented within the ear shell. The size of the implemented transceiver was only $7{\times}7mm$, and it could successfully transmit signals to external devices. In order to measure the radiation pattern, a simple RF phantom was used, and the maximum attenuation from the phantom was observed to be 23 dB when the reference antenna was placed at a distance of 2 m from the transmitter.

• 한국학교보건학회지
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• 제7권1호
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• pp.29-36
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• 1994

The purpose of this study was to explain the performance pattern of health education and related factors in elementary school. The data were collected from school nurses who have been working elementary school. Sample of 77 were analyzed by percent distribution, ${\chi}^2$-test, discriminant analysis. The performance rates of health education was 74%, Only 19% of total carried out health education of 6 hours per week. Important variables that was showed significant association with health education level were as follows: Perception of importance about health education among personal characteristics of school nurses and size of school c1ass, cooperation level of school administrator, operation method of school health clinic, the difficulty of school health clinic among school organization characteristics. The canonical correlation between the health education (yes or no) and important independent variables was 0.52. Among them, operation method of school health clinic. perceiveness of health education, size of school class represented the significant contribution (canonical coefficient: 0.66, 0.54, 0.52) to school health education. These findings suggest that structure and management variables of school organization are more important than personal variables of school nurses related to activation of school health education. Therefore, it is expected that the quantity and quality improvement of school health education be able to accomplish through the systematic support of school organization and government demension.

• 가정과삶의질연구
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• 제26권5호
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• pp.27-37
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• 2008

The main objective of this study was to examine the effects of family-friendly culture in various organizations in the private sectors on employee self-reported work-family balance and qualities of lives. It also attempted to clarify whether employee perceived work-family culture would vary according to size and type of organization, gender, and dual career partnership. The data came from 365 married full-time workers employed in a wide variety of organizations located in Seoul and GyeongGi-Do. The major findings of this study were as follows: Work-family culture was perceived more family-friendly in large-sized organizations and consumer industries. Female employees and workers in dual-career partnerships perceived the work-family culture of their organizations less family-friendly. The hierarchical multiple regression analyses revealed that firm size, supervisory support for employees' family activities, and the perception of negative career development opportunities as a consequence of utilizing family-friendly policies significantly predicted employees' work-family balance and qualities of lives, while organizational time demands having no significant effects on them. The implications of study results were discussed.

• 한국비블리아학회지
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• 제7권1호
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• pp.231-246
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• 1994

A major problem for information retrieval research in the past three decades has been methodology, even though some progress has been made in obtaining useful results from methodologically sound experiments. Within a methodology, potential problems include artificial data generated by the researcher, small sample size interpretation of findings. Critics have pointed out that some room exists for improving methodology of information retrieval research; using existing data, having big enough sample size, including large numbers of search queries, introducing more control in relation to variables, utilizing more appropriate performance measures, conducting rests carefully and evaluating findings properly. Relevance judgments depend entirely on the perception of the user and on the situation of the moment. In an experiment, the best judge of relevance is a user with a well defined information need. Normally more than two categories for relevance judgments are desirable becase there are degrees of relevance. In experimental design, careful control of variables is meeded for internal validity. When no single database exists for comparison, existing operational databases should be used cautiously, Careful control for the variations of search queries, inter-searcher sonsistency, intra-searcher consistency and search strategies is necessary. Parametric statistics requiring rigid assumptions are not appropriate in information retrieval research and non-parametric statistics requiring few assumptions are necessary. Particularly, the sign test and the Wilcoxon test are good alternatives.

• 대한인간공학회지
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• 제28권3호
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• pp.115-123
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• 2009

The purpose of this research is to develop a protocol which can quantitatively evaluate cognitive ability that is needed when elderly people use mobile phone. Since previous methods for measuring the cognitive ability of elderly people was mainly for clinical evaluation, they would not be adequate to measure cognitive ability for mobile phone development. Therefore, this study suggests cognitive areas which are necessary to use the mobile phone based on the existing evaluation tools. The cognitive areas consist of language, visuospatial ability, memory, executive function and perception. New questionnaire was developed to evaluate the individual cognitive ability for the elderly. They include 9 questions for button comprehension test, 8 for icon button comprehension test, 10 for vocabulary comprehension test, 8 for menu comprehension test, 3 for icon size test, and 2 for font size test. The protocol can be used in the field although further modification may be necessary for betterment.

• The Journal of Asian Finance, Economics and Business
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• 제8권3호
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• pp.1249-1256
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• 2021

This study investigates the company value determinant by observing the effect of financial performance and Corporate Social Responsibility (CSR) and its role in moderating performance achievement. The macro-economy variables such as inflation and interest rate are also used as the controlling variable. This research employs the sample of manufacturing companies of the food and beverage sub-sector listed on the Indonesia Stock Exchange. This study used panel data from 2013 to 2017, with the moderating regression analysis. The result shows that the profitability of the current or previous period affects the company's value. CSR and company size affect the company value at the next period shows that stock price, which reflects the investor's perception today, will be affected by the CSR, Size, and Return On Asset of the previous year. CSR also shows that it can be the substitute for profitability since a company that performs CSR is the one that has a good performance. The regression moderating model and the profitability of the previous period have a higher explanatory power than the higher R square value in explaining company value.