• 제목/요약/키워드: the first motives

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소비자의 가치 추구 동인이 블로그 리뷰의 신뢰성 지각에 미치는 영향: 유대강도에 따른 조절효과를 중심으로 (The Effect of Consumers' Value Motives on the Perception of Blog Reviews Credibility: the Moderation Effect of Tie Strength)

  • 주우진;노민정
    • Asia Marketing Journal
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    • 제13권4호
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    • pp.159-189
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    • 2012
  • 블로그의 상품 리뷰가 소비자의 주목을 끄는 데에는 정보 원천인 블로거에 대한 신뢰가 자리잡고 있다. 블로거가 해당 상품 카테고리와 관련하여 충분한 지식 및 경험을 습득하고 있다는 전문성에 대한 믿음, 그리고 어떤 다른 이해 관계에 얽매여 정보를 왜곡하려는 등의 불순한 의도를 지니고 있지 않다는 진실성에 대한 믿음이 있기에 소비자들은 구매 의사 결정에 뒤따르는 불확실성을 줄일 요량으로 블로그의 상품 리뷰를 참조하게 된다. 본 연구는 이러한 점에 착안하여 소비자들이 리뷰 정보를 통해 추구하는 가치 동인이 무엇이냐에 따라 신뢰성의 하위 차원인 전문성 및 진실성에 이르는 경로 계수의 비중이 분화하며, 나아가 유대 강도의 강약에 따라 전문성 및 진실성 기반 신뢰성에 대한 기대치가 분기하게 될 것이라 예측하였다. 아울러, 유대 강도가 태도로서의 신뢰성이 리뷰 수용 의사에 대해 갖는 예측력에 조절 효과를 미쳐 파워블로그 사용 집단에서보다 개인블로그 사용 집단에서 이러한 예측력이 보다 고양될 것이라 가정하였다. 분석 결과, 도구적 정보 니즈를 충족시키고자 하는 유목적적 가치 동인은 정보 원천의 전문성에 대한 기대 의존도를 증폭시키지만, 고립감을 해소하고자 하는 대인간 연결의 가치 동인은 정보 원천의 진실성에 대한 의존도를 높이는 것으로 나타났다. 그리고, 전문성에 대한 기대치는 강한 유대 관계의 개인블로그 사용 집단에서보다 약한 유대 관계의 파워블로그 사용 집단에서 보다 증진되며, 태도로서의 신뢰성이 리뷰 수용 의사에 대해 갖는 예측력은 파워블로그 사용 집단에서보다 개인블로그 사용 집단에서 보다 고양되는 것으로 나타났다.

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방화범죄의 실태와 그 대책 - 관심도와 동기의 다양화에 대한 대응 - (The Reserch on Actual Condition of Crime of Arson Which Occurs in Korea and Its Countermeasures)

  • 최종태
    • 시큐리티연구
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    • 제1호
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    • pp.371-408
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    • 1997
  • This article is the reserch on actual condition of crime of arson which occurs in Korea and its countermeasures. The the presented problem in this article are that (1) we have generally very low rate concern about the crime of arson contrary to realistic problems of rapid increase of crime of arson (2) as such criminal motives became so diverse as to the economic or criminal purpose unlike characteristic and mental deficiency of old days, and to countermeasure these problems effectively it presentation the necessity of systemantic research. Based on analysis of reality of arson, the tendency of this arson in Korea in the ratio of increase is said to be higher than those in violence crime or general fire rate. and further its rate is far more greater than those of the U.S.A. and Japan. Arson is considered to be a method of using fire as crime and in case of presently residence to be the abject, it is a public offense crime which aqccompany fatality in human life. This is the well It now fact to all of us. And further in order to presentation to the crime of arson, strictness of criminal law (criminal law No, 164 and 169, and fire protection law No. 110 and 111) and classification of arsonist as felony are institutionary reinforced to punish with certainty of possibility, Therefore, as tendency of arson has been increased compared to other nations, it is necessary to supplement strategical policy to bring out overall concerns of the seriousness of risk and damage of arson, which have been resulted from the lack of understanding. In characteristics analysis of crime of arson, (1) It is now reveald that, in the past such crime rate appeared far more within the boundary of town or city areas in the past, presently increased rate of arsons in rural areas are far more than in the town or small city areas, thereby showing characteristics of crime of arson extending nation wide. (2) general timetable of arson shows that night more than day time rate, and reveald that is trait behavior in secrecy.(3) arsonists are usually arrested at site or by victim or report of third person(82,9%).Investigation activities or self surrenders rate only 11.2%. The time span of arrest is normally the same day of arson and at times it takes more than one year to arrest. This reveals its necessity to prepare for long period of time for arrest, (4) age rate of arson is in their thirties mostly as compared to homicide, robbery and adultery, and considerable numbers of arsons are in old age of over fifties. It reveals age rate is increased (5) Over half of the arsonists are below the junior high school (6) the rate of convicts by thier records is based on first offenders primarily and secondly more than 4 time convicts. This apparently shows necessity of effective correctional education policy for their social assimilation together with re-investigation of human education at the primary and secondary education system in thier life. The examples of motivation for arosnits, such as personal animosity, fury, monetary swindle, luscious purpose and other aims of destroying of proof, and other social resistance, violence including ways of threatening, beside the motives of individual defects, are diverse and arsonic suicide and specifically suicidal accompany together keenly manifested. When we take this fact with the criminal theory, it really reveals arsons of crime are increasing and its casualities are serious and a point as a way of suicide is the anomie theory of Durkheim and comensurate with the theory of that of Merton, Specifically in the arson of industrial complex, it is revealed that one with revolutionary motive or revolting motive would do the arsonic act. For the policy of prevention of arsons, professional research work in organizational cooperation for preventive activities is conducted in municipal or city wise functions in the name of Parson Taskforces and beside a variety of research institutes in federal government have been operating effectively to countermeasure in many fields of research. Franch and Sweden beside the U.S. set up a overall operation of fire prevention research funtions and have obtained very successful result. Japan also put their research likewise for countermeasure. In this research as a way of preventive fire policy, first, it is necessary to accomodate the legal preventitive activities for fire prevention in judicial side and as an administrative side, (1) precise statistic management of crime of arson (2) establishment of professional research functions or a corporate (3) improvement of system for cooperative structural team for investigation of fires and menpower organization of professional members. Secondly, social mentality in individual prospect, recognition of fires by arson and youth education of such effect, educational program for development and practical promotion. Thirdly, in view of environmental side, the ways of actual performance by programming with the establishment of cooperative advancement in local social function elements with administrative office, habitants, school facilities and newspapers measures (2) establishment of personal protection where weak menpowers are displayed in special fire prevention measures. These measures are presented for prevention of crime of arson. The control of crime and prevention shall be prepared as a means of self defence by the principle of self responsibility Specifically arsonists usually aims at the comparatively weak control of fire prevention is prevalent and it is therefore necessary to prepare individual facilities with their spontaneous management of fire prevention instead of public municipal funtures of local geverment. As Clifford L. Karchmer asserted instead of concerns about who would commit arson, what portion of area would be the target of the arson. It is effective to minister spontaveously the fire prevention measure in his facility with the consideration of characteristics of arson. On the other hand, it is necessary for the concerned personnel of local goverment and groups to distribute to the local society in timely manner for new information about the fire prevention, thus contribute to effective result of fire prevention result. In consideration of these factors, it is inevitable to never let coincide with the phemonemon of arsons in similar or mimic features as recognized that these could prevail just an epedemic as a strong imitational attitude. In processing of policy to encounter these problems, it is necessary to place priority of city policy to enhancement of overall concerns toward the definitive essense of crime of arson.

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일부(一部) 지역사회(地域社會) 주민(住民)의 의료(醫療) 행태(行態)에 관(關)한 연구(硏究) - 반월읍(半月邑) 주민(住民)의 Shopping-around 현상(現象)을 중심(中心)으로 - (A Study on Health Seeking Behavior - Focused on Shopping-Around Phenomenon in Banwol-Eup Residents)

  • 최영택;이은일;김효중
    • 농촌의학ㆍ지역보건
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    • 제11권1호
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    • pp.44-54
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    • 1986
  • This study was aimed at investigating the health seeking behaviors of patients; For the purpose of analyzing the research theme we classified the study into two phase. First, the types of patients' health seeking behavior were categorized into a scheme according to what medical care resources were utilized in patients' coping process. Second, from patients' first visits to third visits to medical resources, we analyzed variations of factors which noted as crucial elements in constituting the patients' sickness career. To grasp the generalized characteristics from complicated empirical data, we limited the scope of our analysis to third stage of health seeking. A total of 121 persons who had beer suffering from chronic diseases more than 3 months was sampled among the residents of Banwol-Eup, the target Area of Korea University Health Project. The findings are as follows ; 1) In the course of visiting medical care resources, 34 different types of health seeking Behavior were found. From this result we inferred the idea that patients in Banwol-Eup had not any stable norms to cope with their pains. Clinics, hospital, pharmacy, Herb-doctors', folkways (self-treatment) were accessed by patients in orders. But more than half of patients who had utilized clinics or hospitals from their first to third visits, changed medical care resources to others, for example herb doctors or folkways, which had fundamentally different treatment models. Upon these two facts, the diversified types and capricious patterns in the health seeking behavior of Banwol patients, we observed a typical Shopping-Around phenomenon. 2) Factors which influenced patients' to their sickness career were changed along the courses of health seeking, from first to third visits as follows ; $\cdot$ Perceived seriousness of diseases were tended to decrease. $\cdot$ Professional medical personnel tended to be influencial in the patients' sickness career, (5.0%, 25.0% and 65.7%). The influence of the primary interaction groups such as parents, friends, neighbours, tended to decrease ; (90.9%, 71.2% and 30.0%). $\cdot$ The subjective reasons why to choose such a medical care resource were related to economic affordability and disease-itself as main motives. Credibility of health resources tended to increase 14.9%, 24.0% and 31.4 sequently. $\cdot$ Geographic accessibility factors did not change significantly. Most of patients had utilized health resources in Banwol and Anyang area. 3) Cultural inclination in the shopping-around phenomenon has shown difference among age groups. The age group' over 50 years' preferred traditional health resources to modern health resources. 4) Consistency of health seeking behavior on the shopping around phenomenon has shown difference according to the degrees of patients' economic affordability and those of psychological satisfaction toward modern health services. However, there were some restrictions in this thesis ; a) the study was limited to the 3rd health seeking career so it did not allow us to collect more informations after that, b) the study was not able to carry out causal analysis on patients health behavior determinated by explanatory model of health resources, and c) the study was not able to take into consideration of factors connected with social structural circumstances. Despite of restrictions described above, we are sure that this thesis would promote health providers' understanding toward patients' inclinations, through which they could provide efficient and accurate medical service.

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SFAA 컬렉션에 활용된 서페이스 디자인연구 (Study on the Surface Design Used in S.F.A.A. Collection)

  • 김주희;금기숙
    • 복식
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    • 제52권1호
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    • pp.129-143
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    • 2002
  • Patterns are something that comes out of necessity in human life, which is closely associated with it. Thus come the SFAA (Seoul Fashion Artists Association) collection which uses patterns varying in form, color, way of expression and material. For this research, I first categorized the patterns the SFAA designers used into: natural patterns, symmetric patterns, traditional patterns, stripe, plaid, dot and abstract patterns. As a result of the process. the designers most favored the natural patterns and symmetric patterns, and dot patterns were rarely used. The designer who most favored patterns in general was Sul Yun-hyoung, and the designer Kim Chul-ung rarely favored the surface effect. The seven kinds of patterns naturally differ according to the designer. as Park Hang-chi liked to use the plaid patterns along with yam dyeing material, whereas Jin Teok expressed stripe patterns using the yarn dyeing fabric. Natural patters were presented in a bizarre way with Lie Sang-bong. who took the motives appearing in Eastern ceramic and paintings into the clothes, using the print method. The symmetric patterns, which the SFAA designers most preferred. was used evenly among designers like Chang Kwang-hyo, Gee Choon-hee. Rubina, and Haneza. In contrast. Lie Sang-bong. who used abstract patterns that do not give out meaning of the actual form of the pattern. rarely used symmetric patterns. The dot patterns were most often used by Park Youn-soo. and traditional patterns were overwhelmingly chosen by Sul Yun-hyoung. Secondly. in expressing the colors, SFAA designers were much more likely to choose achromatic colors. not choosing to show off colors. This is especially apparent in works by Haneza and Lie Sang-bong. In the SFAA collections, numerous methods were used to create. For instance, Sul Yun-hyoung used the oriental embroidery method. and Rubina and Lie Sang-bong used many unique dying methods. In terms of materials, Sul Yun-hyoung preferred silk. due to her methods, and Lie Sang-bong was one of the designers that used a number of different materials such as vinyl. Jacques Mueclier of the Paris Clothes Association in France, who was invited to SFAA collection once, remarked. "While the choice of material and the actual sewing done were excellent, there lacked much difference among the designers, as most of them choose flowing silhouette In terms of composition," which is all too correct. In addition, there were cases in the collection where the inherent feelings of cultural artifacts was expressed without alteration. Summing up, the research aimed to analyze the surface expression methods, forms and color of SFAA designs. and I hope that it can open up ways for new projects in the future.he future.

노인의 평생교육 참여동기와 진로장벽의 관계에서 소득의 조절효과 (The Moderating Effect of Income on the Relationship between the Participation Motives of the Elderly in Lifelong Education and the Career Barriers)

  • 장경미;조아랑;현영섭
    • 한국노년학
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    • 제39권4호
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    • pp.679-698
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    • 2019
  • 본 연구는 노인의 평생교육 참여동기가 진로장벽에 미치는 영향을 파악하고, 이 영향에 대한 소득의 조절효과를 실증적으로 분석하는 것을 목적으로 수행되었다. 이러한 목적을 달성하기 위해 본 연구에서 확인한 구체적인 연구문제는 다음과 같다. 첫째, 노인의 평생교육 참여동기가 진로장벽에 미치는 효과는 어떠한가? 둘째, 노인의 소득이 진로장벽에 미치는 영향은 어떠한가? 셋째, 노인의 평생교육 참여동기와 진로장벽의 관계에서 소득의 조절효과는 어떠한가? 이를 위해 D시에서 평생교육프로그램에 참여하고 있는 65세 이상의 노인 187명을 대상으로 연구를 진행하였다. 연구의 결과를 위해 주요변수의 상관관계를 확인하였으며, 조절효과를 분석하기 위해 중다회귀분석을 실시하였다. 자료를 분석한 결과는 다음과 같다. 첫째, 노인의 평생교육 참여동기는 진로장벽에 부적인 영향이 있음을 확인했다. 평생교육에 참여하거나 참여한 노인은 능력을 발전시키고, 인정받음으로써 진로장벽이 감소됨을 알 수 있었다. 둘째, 노인의 소득은 진로장벽에 유의한 부적인 영향을 미치는 것으로 분석되었다. 소득이 많을수록 진로장벽의 부적 관계가 강화됨을 확인했다. 셋째, 노인의 평생교육 참여동기와 진로장벽의 관계에서 소득은 조절효과를 갖는 것으로 나타났다. 이와 같은 연구결과를 토대로 논의와 시사점을 제시하였다.

통시적 관점에서 본 한벽당(寒碧堂)의 변천과정 (A Study on Transition Process of Hanbyokdang by Diachronic Analysis)

  • 노재현;신상섭
    • 한국조경학회지
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    • 제35권6호
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    • pp.97-109
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    • 2008
  • This study first attempted to catch the transformational affairs and motives of the representative pavilion, Hanbyeok in Honam after its construction. Especially, it re-illuminated the morphologic, significant and functional change process of a pavilion after the early Joseon Dynasty by taking the local scenery, Hanbyeokdang as a sample, and considering the space and scenic characteristics, and diachronically understood its creation process and rebuilt its inherent positional meaning to reach the following conclusion. 1. Weoldanglu, at its early foundation, seems to have stressed the function of a private banquet and lecture hall to train younger students, and served as a reception space. Then the reception function gradually increased, and up to before 1530, it seems to have been called Weoldanglu(月塘樓) or Weoldangwon(月塘院). 2. In 1619, Governor Yoo Saek changed the pavilion name to Hanbyeokdang through the subject of a poem. 200 years after Weoldang's death, it became a public space called Hanbyeokdang, an amusement place in which scholars cultivated great morale, and participated in the sending-off and welcoming of predecessors and successors. This seems to have taken a foothold as a public event or entertainment space for the local administration, Jeonjuboo(全州府) through the remodeling process sponsored by the public. 3. Scenic language such as its indicating name, expression type and surrounding view through old map and so on, the shape of Hanbyeokdang evolved and changed to diverse types after the foundation of Weoldanglu, at the heart of which Hanbyeokdang with its two legs standing at a rock was located. 4. During the late 18th century, Hanbyeokdang seems to have been a wing corridor connected closely to the left corridor of the Jeonju stream bed, whose pattern is presumed to have existed even during the early 19308. Such changes in scenic language make us assume that diverse auxiliary space, a wing corridor, was erected for use as a public banquet and amusement spot of Jeonjuboo Castle, the inherent function of Hanbyeokdang after the mid 18th century. 5. Penetration of Hanbyeokgool and the erection of Hanbyeokgyo caused the change of the ancient shape of Hanbyeokdang. Specifically, a great Hanbyeokgyo passing by the pavilion changed the relative scale, so the pavilion image of pursuing unity with nature has lost the old inherent refinement and visual character.

한국, 일본, 만주의 철도현황 비교연구 -1920년대 중반 일제강점기를 중심으로- (A Comparative Study of the Korean, Japanese and Manchurian Railway Policy during the Japan Colonial Period)

  • 이용상;정병현
    • 한국철도학회논문집
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    • 제18권2호
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    • pp.157-165
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    • 2015
  • 19세기 말부터 20세기 초중반에 걸쳐 동아시아 한국, 일본, 만주는 여러 가지 성장과 발전과정을 겪었는데, 그 중 철도는 매우 중요한 발전수단이었고 국가의 정책과 밀접한 관련을 가지고 있었다. 특히 당시 동아시아 정세는 일본의 대륙진출이 두드러진 시대로 그 영향력이 매우 컸다고 할 수 있다. 그러한 가운데에서도 각국의 철도는 국가정책과 철도정책 그리고 다양한 조직과 영향력 하에서 발전하였다고 할 수 있다. 이에 본 논문에서는 동아시아 3개국의 철도를 비교하면서 공통점과 차이점을 발견하고 이를 통해 동아시아 철도의 특징을 고찰하고자 하였다. 한국, 일본, 만주철도의 각각의 특징을 비교해 보면 첫째 일본은 철도를 통한 근대화와 대륙진출의 동기를 가지고 있었고 조선은 대륙철도연결을 수행하는 역할 그리고 만주의 경영은 철도를 통해 직접 지배하는 양상을 보였다고 할 수 있다. 두 번째로 일본철도의 모델을 그대로 우리나라에 적용하였는데, 이는 우리나라의 경우 일본의 연장선상에서 철도가 운영되었다고 할 수 있다. 만주 철도의 경우 유럽각국의 아시아 지배의 모습에서 발견할 수 있는 비슷한 양상과 일본이 초기 사설철도의 경험을 가지고 있었기 때문에 철도를 통한 지배양상을 보이고 있다.

한국민속공예제품 가공기술 및 디자인 개발에 관한 제고방식-초경공예제품을 중심으로 (A Study on Folkcraft Processing Art and Designing Development-Especially Centerin garound Plant-Stalk Works)

  • 남상교
    • 디자인학연구
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    • 제2권1호
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    • pp.13-41
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    • 1989
  • The raw materials for plant-stalk-folkcrafts are cultivated in the whole country. Most Korean farmers, to increase their income, have produced mats and containers with various plants as a side line from very long ago. At first, they began from the instruments of life and then made folkart and at last get to manu\ulcornerfacturing of industrial folk craft. The folkcrafts, made of plant-stalk, which could nor conform to changing society, are partly declined and partly handed down as the traditions. The social change today, however, makes living conditions more speedy and multisided, accordingly the characteristics of demand also become in\ulcornerdividual and various. While the demend is various like this, suppliers cannot answer demendants' requirements, and consequently, the demand and profit cannot be increased. According to this, the purpose of this study is set up to give an answer to the situation that is at the traditional standstill, through an examination of the motives. I. The crafts of plant-stalk are made only in an organized relationship between agriculture, industry and art as it is compounded art of gathering raw material, manufacturing, producing, improv\ulcornering design and production conditions. It may be possible that a farmer gathers material and weaves it manually but in others, it is im\ulcornerpossible to refine, bleach and dye because the process requires a professional industrial treatment. It is impossible to make art works to a farmer as every farner does not always have aesthetic sense. Though a farmer or producer has these all abilities, it is not desirable to him from economical view. 2. The development or improvement is essential in many sides but the most important thing seems to he in design. According to reports, it is, howevt!r, fact that the crafts improved in design of existing works have more expanded the sales than newly developed works. Therefore, ir appears advisable to improve designs of existing things positively as they have merit of occupying a position already, but on the other hand, new crafts have to be also developed and the producer should grasp the proper time. 3. Building up an industrial complex to improve design with collecting the producing districts for this works scattered allover the country is very desirable for speedy communication, intensive educa\ulcorner tion or training, and effective guidance. 4. In producing for export abroad, before everything, must know the life environment, custom! and manners, main thought of the country, and then produce according to these. S. The crafts of plant-stalk are the fIrst industry in present but in the futher it should change intc second or third industry. 6. A synethetic organization for supporting side line should be established for effectiveness, and experts have to be secured and also the educational-industrial complex and activation of study should be preceded.

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음악의 시각화에 의한 의상디자인 연구 - 리듬감의 표현을 중심으로 - (A Study on Dress Design through the Visualization of Music - Focused on the expression of rhythmic sense -)

  • 유금화;남진숙
    • 한국의상디자인학회지
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    • 제8권1호
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    • pp.111-125
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    • 2006
  • This study measured and analyzed musical sense objectively, and visualized it to express visual effects as if watching music with the eye. For the visualization of music, we examined the concept of synesthesia and the correlation between hearing and seeing, and reviewed theoretical grounds and a number of cases necessary in reproducing musical sense visually based on synesthetic expression. Furthermore, we studied the visual elements and associated colors of rhythm to prove that visual conception of music through various approaches enable a transitional approach to aesthetic exploration and interpretation. The conclusions drawn from this research are as follows. First, classic music selected for visualization had musical characteristics highly correlated with dress design. Second, basic formative elements suggested as materials of visualization in this study were suitable in their form for expressing the rhythmic sense of music and, because they started from the most basic form, they were effective in extracting design elements. Third, when the result of the questionnaire survey, which was focused on the visualization of the rhythmic sense of the five pieces of classic music, was analyzed from the aspect of sensibility ergonomics, design elements of each piece of music were obtained in an objective and scientific way. Fourth, it was confirmed that common concepts could be derived from intangible elements such as forms and sounds observed in the rhythmic sense of music obtained from the result of the questionnaire survey. Fifth, works were made based on the results of this study and, according to the result, musical images can express sense through dress design and obtain visual effects as if watching music with the eye. Dress desist through the visualization of music in this study was an attempt to suggest that the language of music can be expressed in dress design, a visual formative language, based on synesthetic expression. Through this attempt, we confirmed the infinity of music as motives of dress design and suggested a method of aesthetic expression demanded in contemporary society that is pursuing aesthetic values.

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고령화사회의 인지연령과 기부의도에 관한 연구 (A Study on the Relationship between Donation Intention and Cognitive Age in an Aging Society)

  • 오민정;황윤용
    • 유통과학연구
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    • 제13권5호
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    • pp.83-90
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    • 2015
  • Purpose - This research aims to understand the different behaviors of consumers according to cognitive age. Specifically, this research is focused on pro-social behavior. Pro-social behavior is defined as behavior benefiting others, rather than behavior benefiting one's self. It often entails individual risk or cost, such as when giving resources to others, waiting in line, asking for or paying a fair price, or risking one's life in battle. Therefore, we sought to understand consumer psychology and cognitive age as a reflection of inner psychology. People frequently perceive themselves as younger or older than their chronological ages. This self-perceived or cognitive age is a subjective age perception independent of actual chronological age. The discrepancy degree between chronological and cognitive age represents how much individuals perceive themselves as younger than they are. This study examines the gap in donation intention based on cognitive age. In order to investigate cognitive age, composed of four sub-categories (feel-age, look-age, do-age, and interest-age), this study explores the differential donation intention based on cognitive age, which determines the relationship between the young age and old age. Research design, data, and methodology - Data research was conducted by gathering 216 survey samples, excluding those with unreliable answers. Data coding and cleaning were used and SPSS 19.0 software for the data analysis. The respondents were categorized into two types, younger cognitive ages and older cognitive ages. Additionally, we analyzed the moderating variables. In particular, we used cognitive age degree and congruency level (cognitive age low vs. cognitive age high) × (congruency close vs. congruency distant) between - subjects design. First, regression was done to verify the difference between chronological age and cognitive age. Second, a t-test was done to verify the difference of cognitive age level in donations. Third, ANOVA (analysis of variance) was done to verify the difference between cognitive age and congruency in donations. Last, ANOVA was done to verify the difference between cognitive age and moral judgments in donations. Result - The results show most respondents perceive themselves as younger than their chronological ages. In particular, older respondents feel they are younger than their actual age. Moreover, the result of the comparison between low degree and high degree groups of cognitive age, show high donations at the higher degree of cognitive age groups. In addition, the closer the distance to the beneficiaries, the higher the donation in high degree cognitive age groups. The higher moral judgment groups also show relatively high contributions in lower degree cognitive age groups. Conclusions - Donations belong to the category of pro-social behavior reflecting an individual's psychological state. Therefore, it is important in understanding cognitive age. This study implies that it is necessary to take into account both cognitive age and chronological age when segmenting donors. Moreover, this study confirmed that there are different factors affecting the motives behind donations. Thus, it may be utilized to create differential donation strategies.