• Title/Summary/Keyword: t-way testing

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Effect of 2% chlorhexidine application on microtensile bond strength of resin composite to dentin using one-step self-etch adhesives (2% 클로르헥시딘 적용이 한 단계 자가부식 접착제를 이용한 복합 레진의 상아질에 대한 미세인장 결합강도에 미치는 효과)

  • Jang, Soon-Ham;Hur, Bock;Kim, Hyeon-Cheol;Kwon, Yong-Hun;Park, Jeong-Kil
    • Restorative Dentistry and Endodontics
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    • v.35 no.6
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    • pp.486-491
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    • 2010
  • Objectives: This study examined the effect of 2% chlorhexidine on the ${\mu}TBS$ of a direct composite restoration using one-step self-etch adhesives on human dentin. Materials and Methods: Twenty-four extracted permanent molars were used. The teeth were assigned randomly to six groups (n = 10), according to the adhesive system and application of chlorhexidine. With or without the application of chlorhexidine, each adhesive system was applied to the dentin surface. After the bonding procedure, light-cure composite resin buildups were produced. The restored teeth were stored in distilled water at room temperature for 24 hours, and then cut and glued to the jig of the microtensile testing machine. A tensile load was applied until the specimen failed. The failure mode was examined using an operating microscope. The data was analyzed statistically using one-way ANOVA, Student's t-test (p < 0.05) and Scheffet's test. Results: Regardless of the application of chlorhexidine, the Clearfil $S^3$ Bond showed the highest ${\mu}TBS$, followed by G-Bond and Xeno V. Adhesive failure was the main failure mode of the dentin bonding agents tested with some samples showing cohesive failure. Conclusions: The application of 2% chlorhexidine did not affect the ${\mu}TBS$ of the resin composite to the dentin using a one-step self-etch adhesive.

A Study on Counting Measurement of Cultural Infrastructure Visitors: Focused on the Wireless Signal-Based Measurement (무선신호기반 측정방식을 활용한 문화기반시설 이용자 현황 측정에 관한 연구)

  • Kim, Ji-Hak;Park, Geun-Hwa
    • Korean Association of Arts Management
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    • no.59
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    • pp.73-99
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    • 2021
  • Free admission policies have been gradually extended for the public to use cultural facilities free of charge, which lowered the barriers to use those facilities and has a great effect on increasing visitor demands. However, the annual number of visitors which is open to the public isn't quite accurate and varies from institution to institution, which means just a head count. Especially people counter overestimates the number of visitors because it counts visitors in duplicate. Therefore, the purpose of this study is to prepare effective way of grasping the number of visitors using cultural infrastructure. First, comparable number of visitors should be measured by defining the notion of visitor clearly, which has been measured vaguely. Secondly, the problem of duplicate count, which is considered the most problematic, should be solved. Thirdly, the various analysis of visitor behavior should be conducted to provide a high-quality service. To work out the problems above, new measurement will be presented here. This study suggests a state-of-the-art wireless signal-based measurement that could eliminate the duplicate data by collecting MAC address -smart device's distinct signal value. And it also could analyze diverse visitor behaviors by understanding a flow of visitor traffic, duration of stay and revisitation. I would like to examine the possibility and effectiveness of this new measurement by testing it.

Evaluation of shear-bond strength between different self-adhesive resin cements with phosphate monomer and zirconia ceramic before and after thermocycling (인산염계 기능성 단량체가 첨가된 수종의 자가 접착 레진시멘트와 지르코니아 세라믹 사이 열순환 전후 전단결합강도 비교)

  • Lee, Ji-Hun;Kim, Min-Kyung;Lee, Jung-Jin;Ahn, Seung-Geun;Park, Ju-Mi;Seo, Jae-Min
    • The Journal of Korean Academy of Prosthodontics
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    • v.53 no.4
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    • pp.318-324
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    • 2015
  • Purpose: This study compared shear bond strengths of five self-adhesive cements with phosphate monomer to zirconium oxide ceramic with and without airborn particle abrasion. Materials and methods: One hundred zirconia samples were air-abraded ($50{\mu}mAl_2O_3$). One hundred composite resin cylinders were fabricated. Composite cylinders were bonded to the zirconia samples with either Permacem 2.0 (P), $Clearfil^{TM}$ SA Luting (C), $Multilink^{(R)}$ Speed (M), $RelyX^{TM}$ U200 Automix (R), G-Cem $LinkAce^{TM}$ (G). All bonded specimens were stored in distilled water ($37^{\circ}C$) for 24 h and half of them were additionally aged by thermocycling ($5^{\circ}C$, $55^{\circ}C$, 5,000 times). The bonded specimens were loaded in shear force until fracture (1 mm/min) by using Universal Testing Machine (Model 4201, Instron Co, Canton, MA, USA). The failure sites were inspected under field-emission scanning electron microscopy. The data was analyzed with ANOVA, Tukey HSD post-hoc test and paired samples t-test ($\alpha$=.05). Results: Before and after thermocycling, $Multilink^{(R)}$ Speed (M) revealed higher shear-bond strength than the other cements. G-Cem $LinkAce^{TM}$ (G) showed significantly lower bond strengths after thermocycling than before treatment (P<.05), but the other groups were not significantly different (P>.05). Conclusion: Most self-adhesive cements with phosphate monomer showed high shear bond strength with zirconia ceramic and weren't influenced by thermocycling, so they seem to valuable to zirconia ceramic bonding.

INVESTIGATION OF THE EFFECT OF AN ANTIBIOTIC "P" ON POTATOES ("감자에 대한 항생제(抗生劑) 피마리신의 통계적(統計的) 효과(效果) 분석(分析)")

  • Kim, Jong-Hoon
    • Journal of Korean Society for Quality Management
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    • v.5 no.2
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    • pp.59-120
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    • 1977
  • An antibiotic 'P', which is one of the products of the Gist Brocades N. V. is being tested by its research department as fungicide on seed-potatoes. For this testing they designed experiments, with two control groups, one competitor's product, eight formulations of the antibiotic to be tested in different concentrations and one mercury treatment which can not be used in practice. The treated potatoes were planted in three different regions, where bifferent conditions prevail. After several months the harvested potatoes are divided in groups according to their diameter, potato illness is analysed and counted. These data were summarised in percentage and given to us for Analysis. We approached and analysed the data by following methods: a. Computation of the mean and standard deviation of the percenage of good results in each size group and treatment. b. Computation of the experimental errors by substraction of each treatment mean from observed data. c. Description of the frequency table, plotting of a histogram and a normal curve on same graph to check normality. d. Test of normality paper and chi-sqeare test to check the goodness of fit to a normal curve. e. Test for homogeneity of variance in each treatment with the Cochran's test and Hartley's test. f. Analysis of Variance for testing the means by one way classifications. g. Drawing of graphs with upper and lower confidence limits to show the effect of different treatments. h. T-test and F-test to two Control mean and variance for making one control of Dunnett's test. i. Dunnett's Test and calculations for numerical comarision of different treatments wth one control. In region R, where the potatoes were planted, it was this year very dry and rather bad conditions to grow potatoes prevailed during the experimental period. The results of this investigation show us that treatment No.2, 3 and 4 are significantly different from other treatments and control groups (none treated, just like natural state). Treatment no.2 is the useless mercury formulation. So only No. 3 and 4, which have high concentrations of antibiotic 'P', gave a good effect to the potatoes. As well as the competitors product, middle and low concentrated formulations are not significantly different from control gro-ups of every size. In region w, where the potatoes got the same treatments as in region R, prevailed better weather conditions and was enough water obtainable from the lake. The results in this region showed that treatment No. 2, 3, 4, and 5 are Significantly different from other treatments and the control groups. Again No.2 is the mercury treatmentin this investigation. Not only high concentrated formulation of antibiotic 'P', but also the competitor's poroduct gave good results. But, the effect of 'P', was better than the competitors porduct. In region G, where the potatoes got the same treatments as in the regions R and w. and the climate conditions were equal to region R, the results showed that most of the treatments are not significantly different from the control groups. Only treatment no. 3 was a little bit different from the others. but not Significantly different. It seems to us that the difference between the results in the three regions was caused by certain conditions like, the nature of the soil the degres of moisture and hours of sunshine, but we are not sure of that. As a conclusion, we can say that antibiotic 'P' has a good effect on potatoes, but in most investigations a rather high concentration of 'P' was required in formulations.

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COMPARATIVE ENAMEL BOND STRENGTH BETWEEN LIGHT-AND DUAL-CURED COMPOSITES BONDED BY SELF-ETCHING ADHESIVES (자가 산부식 접착제로 접착된 광중합과 이원중합 복합레진의 법랑질 결합강도 비교)

  • Cho, Young-Gon;Yoo, Sang-Hoon
    • Restorative Dentistry and Endodontics
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    • v.32 no.1
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    • pp.1-8
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    • 2007
  • This study compared the microshear bond strength (${\mu}SBS$) of light-cured and dual-cured composites to enamel bonded with three self-etching adhesives. Crown segments of extracted human molars were cut mesiodistally, and 1 mm thickness of specimen was made. They were assigned to three groups by used adhesives: Xeno group (Xeno III), Adper group (Adper Prompt L-Pop), and AQ group (AQ Bond). Each adhesive was applied to cut enamel surface as per manufacturer's instruction. Light-cured (Filtek Z 250) or dual-cured composite (Luxacore) was bonded to enamel of each specimen using Tygon tube. After storage in distilled water for 24 hours, the bonded specimens were subjected to ${\mu}SBS$ testing with a crosshead speed of 1 mm/minute. The mean ${\mu}SBS$ (n = 20 for each group) was statistically compared using two-way ANOVA, Tukey HSD, and t test at the 0.05 probability level, The results of this study were as follows ; 1. The ${\mu}SBS$ of light-cured composite was significantly higher than that of dual-cured composite when same adhesive was applied to enamel. 2. For Z 250, the ${\mu}SBS$ of AQ group ($9.95{\pm}2.51 MPa$) to enamel was significantly higher than that of Adper soup ($6.74{\pm}1.80 MPa$), but not significantly different with Xeno group ($7.73{\pm}2.01 MPa$). 3. For Luxacore, the ${\mu}SBS$ of Xeno group ($5.19{\pm}1.32\;MPa$) to enamel was significantly higher than that of Adper group ($3.41{\pm}1.19\;MPa$), but not significantly different with AQ group ($4.50{\pm}0.96\;MPa$).

Influence of water absorption on flexural strength and elastic modulus in several resinous teeth splinting materials (수분 흡수가 여러 레진계 치아고정 재료의 굴곡강도와 탄성계수에 미치는 영향)

  • Park, Bae-Young;Kim, Soo-Yeon;Kim, Jin-Woo;Park, Se-Hee;Cho, Kyung-Mo
    • Journal of Dental Rehabilitation and Applied Science
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    • v.34 no.2
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    • pp.72-79
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    • 2018
  • Purpose: The purpose of this study was to compare flexural strength and elastic modulus of several splinting materials dependent on water absorption. Materials and Methods: Three different materials; LightFix, G-FIX, G-aenial Universal Flo; were used in this study. Thirty rectangular bar specimens ($25{\times}2{\times}2mm$) of each materials were prepared. Fifteen specimens of each materials were stored in 100% relative humidity atmosphere, $37^{\circ}C$ for 24 hours. The other specimens were stored in distilled water, $37^{\circ}C$ for 30 days. Flexural strength and elastic modulus were calculated using Universal testing machine. One-way ANOVA and Scheffe's post hoc test at 95% level of significance were used on all test results. Results: In LightFix, flexural strength and elastic modulus were significantly decreased after aging. In G-FIX, there was no significant change in flexural strength and elastic modulus after aging. In G-aenial Universal Flo, flexural strength was significantly decreased, but elastic modulus did not change significantly. Statistical analysis reveals that flexural strength and elastic modulus increased in the order of LightFix, G-FIX, G-aenial Flo in both 24 hours and 30 days. Conclusion: It could be deduced from this study that flexural strength and elastic modulus of some resins could be changed when it aged in oral environment. Thus this should be considered when choosing a resin to perform a resin-bonded splint.

A study of the tensile bond strength between Polyetherketoneketone (PEKK) and various veneered denture base resin (Polyetherketoneketone (PEKK)과 다양한 의치상용 전장 레진 간의 인장결합강도에 관한 연구)

  • Park, Yeon-Hee;Seo, Jae-Min;Lee, Jung-Jin
    • The Journal of Korean Academy of Prosthodontics
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    • v.60 no.3
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    • pp.231-238
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    • 2022
  • Purpose. This study aimed to investigate the effect of different veneering methods on the tensile bond strength between polyetherketoneketone (PEKK) and denture base resins. Materials and methods. A total of 80 PEKK T-shaped specimens were fabricated and the primer (Visio.link) was applied after airborne-particle abrasion with 110 ㎛ alumina oxide powder. According to the veneering method, the specimens were divided into four groups (n = 20) to be veneered with the gingival colored packable photopolymerized composite resin (SR Adoro); flowable photopolymerized composite resin, (Crea.lign); heat-polymerized resin (Vertex); and self-polymerized resin (ProBase Cold). Each group was divided into two subgroups (n = 10) according to the artificial thermal aging. After the tensile bond strength measurement via universal testing machine, the fracture sections of all specimens were observed. Two-way ANOVA and Tukey's HSD post hoc test were used for the statistical analysis (α = .05). Results. The results of the two-way ANOVA showed statistically significant differences in the tensile bond strength according to the veneering method and artificial thermal aging of denture base resins (P<.001). The highest tensile bond strength showed in the packable photopolymerized resin group before and after the artificial thermal aging. The lowest tensile bond strength showed in the heat-polymerized resin group. The mixed and adhesive fracture showed in all groups. Conclusion. The veneering method and artificial thermal aging can influence in the tensile bond strength between the resin and PEKK. The artificial thermal aging can reduce the tensile bond strength.

A Study on Antecedents of Ethical Leadership of Power Retailers, : Focusing on the Relationship between Discount Stores and Their Suppliers (대형 유통업체 윤리적 리더십의 선행변수에 관한 연구 : 할인점과 공급업체 간 관계를 중심으로)

  • Kim, Sang-Deok
    • Journal of Distribution Research
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    • v.17 no.3
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    • pp.59-92
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    • 2012
  • With accumulated research evidence, there is little doubt that leadership behavior is related to a wide variety of positive individual and organizational outcomes. Indeed, leadership behavior has been empirically linked to increased employee satisfaction, organizational commitment, extra effort, turnover intention, organizational citizenship behavior, and overall employee performance. Although leadership behavior has been linked to a number of positive organizational outcomes, research regarding the antecedents of such behavior is limited. Especially there is little research dealing with the antecedents of inter-organizational leadership behavior. This study interests in inter-organizational ethical leadership among marketing channel members. In both the mass media and the academic association, there has been a surge in interest in the ethical and unethical behavior of leaders. Although the corporate scandals in recent years may explain much of the mass media and popular focus, academics' interest has been limited by evidence that ethical leadership behavior is associated with both positive and negative inter-organizational processes and performances. This study tried to contribute to this body of knowledge by examining antecedents of ethical leadership. Ethical leadership is defined "the demonstration of normatively appropriate conduct through personal actions and interpersonal relationships, and the promotion of such conduct to followers through two-way communication, reinforcement, and decision-making." Ethical leaders not only inform individuals of the behefits of ethical behavior and the cost of inappropriate behavior, such leaders also set clear standards and use rewards and fair and balanced punishment to hold followers accountable for their ethical conduct. Despite the assume importance and prominence of ethical leadership among organizations, there are still many questions relating to its antecedents and consequences. One is whether the likelihood of an leading organization being perceived as an ethical leader among other following organizations in marketing channels can be predicted using its characteristics and inter-organizational relationship maintenance skills. Identifying trait and skill antecedents will aid in the development of strategies for selecting and developing ethical leaders and determining the best means to reinforce ethical behaviors. The purpose of this study is to investigate the effects of three categorized variables on ethical leadership of channel leader. To be concrete, this study develops a model of the antecedents of three conceptually distinct forms of channel leader characteristics, such as organizational traits, inter-organizational relationship maintenance strategies, and supplier management strategies, and tests the hypothesized differential effects on ethical leadership of marketing channel leaders. The reason why this study deals with discount store channel is that there is very strong inter-dependence between a discount store and its suppliers. Their strong inter-dependence makes their relationship as the relationship between a leader and suppliers and creates an atmosphere that leadership occur without difficulty. The research model is as follows. For the purpose of empirical testing, 295 respondents of suppliers of discount store channel in Korea were surveyed. The procedures included scale reliability, and discriminant and convergent validity were used to validate measures. Also, the reliability measurements traditionally employed, such as the Cronbach's alpha, were used. All the reliabilities were greater than .70. This study conducted confirmatory factor analyses to assess the validity of our measurements. All items loaded significantly on their respective constructs(with the lowest t-value being 15.2), providing support for convergent validity. We then examined composite reliability and average variance extracted(AVE). The composite reliability of each construct was greater than .70. The AVE of each construct was greater than .50. This study tested research model using Partial Least Square(PLS). The estimation of the structural equation model revealed an acceptable fit of the model to the data($r^2$=.851). Thus, This study concluded that the model fit was considered acceptable. The results of PLS are as follows. The results indicated that conscientiousness, openness, conflict management, social networks, training, fair reward had positive effects on ethical leadership of channel leaders. On the other hand, emotional insecure had negative effect and agreeableness, assurance, and inter-organizational communication had no significant effect on supply chain leadership.

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A Study on the Effect of University Library User's Sense of Community on User Satisfaction and Loyalty (대학도서관 이용자의 공동체의식이 이용자 만족도 및 충성도에 미치는 영향 연구)

  • Roh, Hyo Jin;Chang, Woo Kwon
    • Journal of the Korean Society for information Management
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    • v.36 no.1
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    • pp.137-168
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    • 2019
  • This study measures and analyzes the university library user's sense of community, service quality assessment, user satisfaction and loyalty. In addition, the effect of the university library user's sense of community on university library user satisfaction and loyalty mediated by the assessment of the quality of service is investigated. On the basis of study result, to improve user satisfaction and user loyalty, the direction and implications of library development are presented. In order to achieve the purpose of the study, precedent research and literature were investigated, and the study model and hypothesis were established based on theoretical background. In order to verify the hypothesis, a total of 300 questionnaires were distributed to subject who had experience using the Central Library among undergraduate students at the C National University, and the final 282 sample was used for analysis. To analyze the differences depending on the general characteristics of the samples, It is the result of an independent sample t-test and one-way ANOVA. The results of the mediated effects analysis using the PROCESS macro-programs models 4 and 6 of Hayes for hypothesis testing are as follows. First, The university library user's sense of community (Service Benefits Perception and Satisfaction, Mutual sense of influence) effect the user satisfaction of university library mediated by service quality assessment at statistical significance. This showed that the higher the university library user's sense of community, the higher the service quality assessment, and the higher the user satisfaction level of university library. Second, The university library user's sense of community (Service Benefits Perception and Satisfaction, Mutual sense of influence) effect the user loyalty of university library mediated by service quality assessment and user satisfaction. This showed that the higher the university library user's sense of community, the higher the service quality assessment, the higher user satisfaction level of university library and the higher the user loyalty level of university library. The results of this study showed that the university library user's sense of community has a direct and indirect effect on enhancing user satisfaction and loyalty through the service quality assessment.

Perceptional Change of a New Product, DMB Phone

  • Kim, Ju-Young;Ko, Deok-Im
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.3
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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.

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