• Title/Summary/Keyword: transportation model

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Improvement of Fatigue Life with Local Reinforcement for Offshore Topside Module during Marine Transportation (해양플랫폼 탑사이드 모듈의 해상 운송 시 국부 보강을 통한 피로 수명 개선에 관한 연구)

  • Jang, Ho-Yun;Seo, Kwang-Cheol;Park, Joo-Shin
    • Journal of the Korean Society of Marine Environment & Safety
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    • v.27 no.2
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    • pp.387-393
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    • 2021
  • In this study, finite element analysis was performed to evaluate a method of increasing the fatigue life of the pipe connection structure commonly used in the topside structure of offshore platforms. MSC Patran/Nastran, a commercial analysis program, was used, and the critical structural model was selected from the global analysis. To realize the stress concentration phenomenon according to the load, modeling using 8-node solid elements was implemented. The main loads were considered to be two lateral loads and a tensile load on a diagonal pipe. To check the hotspot stress at the main location, a 0.01 mm dummy shell element was applied. After calculating the main stress at the 0.5-t and 1.5-t locations, the stress generated in the weld was estimated through extrapolation. In some sections, this stress was observed to be below the fatigue life that should be satisfied, and reinforcement was required. For reinforcement, a bracket was added to reduce the stress concentration factor where the fatigue life was insufficient without changing the thickness or diameter of the previously designed pipe. Regarding the tensile load, the stress in the bracket toe increased by 23 %, whereas the stress inside and outside of the pipe, which was a problem, decreased by approximately 8 %. Regarding the flexural load, the stress at the bracket toe increased by 3 %, whereas the stress inside and outside of the pipe, which was also a problem, decreased by approximately 48 %. Owing to the new bracket reinforcement, the stress in the bracket toe increased, but the S-N curve itself was better than that of the pipe joint, so it was not a significant problem. The improvement method of fatigue life is expected to be useful; it can efficiently increase the fatigue life while minimizing changes to the initial design.

A Study on the Reconfiguration Effect of Busan Port Operator in Logistics Environment (물류환경변화에 따른 부산항 운영사 재구성효과에 관한 실증연구)

  • Park, Ho-Chul;Lee, Sung-Yhun;Ahn, Ki-Myung
    • Journal of Navigation and Port Research
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    • v.42 no.6
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    • pp.507-517
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    • 2018
  • The probability of T/S cargo volume to decrease is the most notable problem associated with inappropriate mix of terminal operators in Busan port. Other problems include, the deterioration of the national carriers' competitiveness from non-operation of own terminal, excessively high proportion of financial operators in the engagement of operation which may result in their passiveness in timely investment, additional cost burden to carriers' in the handling inter-terminal T/S cargo transportation and inefficiency in terminal operation by the multiplicity of operators proved to be same recognized as so through the analysis. Therefore, in order to provide solutions for the problems and to strengthen Busan port's competitiveness, this research suggests the restructuring of operators mix as follows. To achieve sustainable growth of T/S cargo, global carriers' participation in terminal operation should be of utmost priority. To enhance the operational efficiency, the operators should be integrated. Similarly, the integration of operators will play a key role in verifying that national carriers' own terminal operation is an important factor in raising its competence. Finally, BPA's active engagement in the entire operation of port is also critical in public-oriented operation of the port. Whereas in the interactive analysis by taking the merits of Busan port into consideraion, global carrier's participation in operation, integration of operators and BPA's engagement in operation proved to contribute to the increase of T/S cargo and strengthening of operational efficiencies of Busan port.

Causes of High PM2.5 Concentrations in Cheongju Owing to Non-Asian Dust Events (비황사 사례에 기인한 청주시 PM2.5 고농도 원인)

  • Kim, Da-Bin;Moon, Yun-Seob
    • Journal of the Korean earth science society
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    • v.41 no.6
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    • pp.557-574
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    • 2020
  • The purpose of this study is to analyze the cause of high PM2.5 mass concentrations in Cheongju for the period of non-Asian dust days using the weather chart, the stream lines at 850 hPa, the backward trajectory, and the weather and air quality model. As a result of analyzing the time series of PM2.5 concentrations and weather charts for the episodic days in Cheongju, the weather patterns were shown in related to long-range transport of PM2.5 from China or surrounding areas. In fact, in the PM2.5 time series, 60-80 ㎍ m-3, which is more than 2-3 times higher than the concentration attributed to Cheongju activities, was observed as a background concentration related to long-range transport. The distribution of high PM2.5 concentration was typically dependent on the locations of the high and low pressures above the ground while the upper jet stream passed through the Korean Peninsula. Consequently, the high PM2.5 concentration in Cheongju is due to massive air pollutants in the form of smog originated from industrial, household and energy combustion sources of Beijing and other nearby regions of China. These air pollutants move along a fast zonal wind caused by the atmospheric pressure arrangement. high concentration of PM2.5 in Cheongju City is because the mass of air pollutants in the form of smog generated from industrial, household and energy combustion origins in Beijing or other nearby regions of China move along a fast wind speed zone according to the atmospheric pressure arrangement of long-distance transportation. Air pollutants including PM2.5 show an M-shaped pattern that passes through the topography of the Cheongju basin from north to south as a belt or band-shaped pollutant. The ground high pressure according to the above-ground high pressure expansion area and cut-off low or low pressure arrangement, or the bands in the form of river stems appear in a gradual incremental pattern that changes into a U-shape under the influence of the wind.

Research on the Measures and Driving Force behind the Three Major Works of Daesoon Jinrihoe in North Korea in Case of the Respective Types of Unification on the Korean Peninsula (한반도 통일 유형별 북한지역의 대순진리회 3대 중요사업 추진 여건과 방안 연구)

  • Park, Young-taek
    • Journal of the Daesoon Academy of Sciences
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    • v.39
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    • pp.137-174
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    • 2021
  • The main theme of this paper centers on how to promote Three Major Works of Daesoon Jinrihoe, charity aid, social welfare, and education projects, during the unification period. Determining the best methods of promotion is crucial because the Three Major Works must be carried out after unification, and the works must remain based on the practice of the philosophy of Haewon-sangsaeng (the Resolution of Grievances for Mutual Beneficence). The idea of Haewon-sangsaeng is in line with the preface of the U.N. Charter and the aim of world peace. North Korean residents are suffering from starvation under their devastated economy, which is certain to face a crisis of materialistic deficiency during reunification. In this study, the peaceful unification of Germany, unification under a period of sudden changes in Yemen, and the militarized unification of Vietnam were taken as case studies to diagnose and analyze the conditions which would affect the implementation of the Three Major Works. These three styles of unification commonly required a considerable budget and other forms of support to carry out the Three Major Works. Especially if unification were to occur after a period of sudden changes, this would require solutions to issues of food, shelter, and medical support due to the loss of numerous lives and the destruction of infrastructure. On the other hand, the UNHCR model was analyzed to determine the implications of expanding mental well prepared and sufficiently qualified professionals, reorganizing standard organizations within complex situations, task direction, preparing sufficient relief goods, budgeting, securing bases in border areas with North Korea, and establishing networks for sponsorship. Based on this, eight detailed tasks in the field of system construction could be used by the operators of the Three Major Works to prepare for unification. Additionally, nine tasks for review were presented in consideration of the timing of unification and the current situation between South and North Korea. In conclusion, in the event of unification, the Three Major Works should not be neglected during the transition period. The manual "Three Major Works during the Unification Period" should include strategic points on organizational formation and mission implementation, forward base and base operation, security and logistics preparation, public relations and external cooperation, safety measures, and transportation and contact systems.

The development of resources for the application of 2020 Dietary Reference Intakes for Koreans (2020 한국인 영양소 섭취기준 활용 자료 개발)

  • Hwang, Ji-Yun;Kim, Yangha;Lee, Haeng Shin;Park, EunJu;Kim, Jeongseon;Shin, Sangah;Kim, Ki Nam;Bae, Yun Jung;Kim, Kirang;Woo, Taejung;Yoon, Mi Ock;Lee, Myoungsook
    • Journal of Nutrition and Health
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    • v.55 no.1
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    • pp.21-35
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    • 2022
  • The recommended meal composition allows the general people to organize meals using the number of intakes of foods from each of six food groups (grains, meat·fish·eggs·beans, vegetables, fruits, milk·dairy products and oils·sugars) to meet Dietary Reference Intakes for Koreans (KDRIs) without calculating complex nutritional values. Through an integrated analysis of data from the 6th to 7th Korean National Health and Nutrition Examination Surveys (2013-2018), representative foods for each food group were selected, and the amounts of representative foods per person were derived based on energy. Based on the EER by age and gender from the KDRIs, a total of 12 kinds of diets were suggested by differentiating meal compositions by age (aged 1-2, 3-5, 6-11, 12-18, 19-64, 65-74 and ≥ 75 years) and gender. The 2020 Food Balance Wheel included the 6th food group of oils and sugars to raise public awareness and avoid confusion in the practical utilization of the model by industries or individuals in reducing the consistent increasing intakes of oils and sugars. To promote the everyday use of the Food Balance Wheel and recommended meal compositions among the general public, the poster of the Food Balance Wheel was created in five languages (Korean, English, Japanese, Vietnamese and Chinese) along with card news. A survey was conducted to provide a basis for categorizing nutritional problems by life cycles and developing customized web-based messages to the public. Based on survey results two types of card news were produced for the general public and youth. Additionally, the educational program was developed through a series of processes, such as prioritization of educational topics, setting educational goals for each stage, creation of a detailed educational system chart and teaching-learning plans for the development of educational materials and media.

Analysis of Traffic Safety Effectiveness of Vehicle Seat-belt Wearing Detection System (주행차량 안전벨트 착용 검지시스템 교통안전 효과 분석)

  • Ji won Park;Su bin Park;Sang cheol Kang;Cheol Oh
    • The Journal of The Korea Institute of Intelligent Transport Systems
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    • v.22 no.5
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    • pp.53-73
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    • 2023
  • Although it is mandatory to wear a seat belt that can minimize human injury when traffic accident occurs, the number of traffic accident casualties not wearing seat belts still accounts for a significant proportion.The seat belt wearing detection system for all seats is a system that identifies whether all seat passengers wear a seat belt and encourages their usage, also it can be a useful technical countermeasure. Firstly, this study established the viability of system implementation by assessing the factors influencing the severity of injuries in traffic accidents through the development of an ordered probit model. Analysis results showed that the use of seat belts has statistically significant effects on the severity of traffic accidents, reducing the probability of death or serious injury by 0.054 times in the event of a traffic accident. Secondly, a meta-analysis was conducted based on prior research related to seat belts and injuries in traffic accidents to estimate the expected reduction in accident severity upon the implementation of the system.The analysis of the effect of accident severity reduction revealed that wearing seat belts would lead to a 63.3% decrease in fatal accidents, with the front seats showing a reduction of 75.7% and the rear seats showing a reduction of 58.1% in fatal accidents. Lastly, Using the results of the meta-analysis and traffic accident statistics, the expected decrease in the number of traffic accident casualties with the implementation of the system was derived to analyze the traffic safety effects of the proposed detection system. The analysis demonstrated that with an increase in the adoption rate of the system, the number of casualties in accidents where seat belts were not worn decreased. Specifically, at a system adoption rate of 60%, it is anticipated that the number of fatalities would decrease by more than three times compared to the current scenario. Based on the analysis results, operational strategies for the system were proposed to increase seat belt usage rates and reduce accident severity.

A Study on the Needs Analysis of University-Regional Collaborative Startup Co-Space Composition (대학-지역 연계 협업적 창업공간(Co-Space) 구성 요구도 분석)

  • Kim, In-Sook;Yang, Ji-Hee;Lee, Sang-Seub
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.18 no.1
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    • pp.159-172
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    • 2023
  • The purpose of this study is to explore a collaborative start-up space(Co-Space) configuration plan in terms of university-regional linkage through demand analysis on the composition of university-regional linkage startup space. To this end, a survey was conducted for request analysis, and the collected data were analyzed through the t-test, The Lotus for Focus model. In addition, FGI was implemented for entrepreneurs, and the direction of the composition of the university-region Co-Space was derived from various aspects. The results of this study are as follows. First, as a result of the analysis of the necessity of university-community Co-Space, the necessity of opening up the start-up space recognized by local residents and the necessity of building the start-up space in the region were high. In addition, men recognized the need to build a space for start-ups in the community more highly than women did women. Second, as a result of analysis of demands for university-regional Co-Space, the difference between current importance and future necessity of university-regional Co-Space was statistically significant. Third, as a result of analysis on the composition of the startup space by cooperation between universities and regions, different demands were made for composition of the startup space considering openness and closeness, and for composition of the startup space size. The implications of the study are as follows. First, Co-Spaces need to be constructed in conjunction with universities in accordance with the demands of start-up companies in the region by stage of development. Second, it is necessary to organize a customized Co-Space that takes into account the size and operation of the start-up space. Third, it is necessary to establish an experience-based open space for local residents in the remaining space of the university. Fourth, it is necessary to establish a Co-Space that enables an organic network between local communities, start-up investment companies, start-up support institutions, and start-up companies. This study is significant in that it proposed the regional startup ecosystem and the cooperative start-up space structure for strengthening start-up sustainability through cooperation between universities and local communities. The results of this study are expected to be used as useful basic data for Co-Space construction to build a regional start-up ecosystem in a trend emphasizing the importance of start-up space, which is a major factor affecting start-up companies.

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A Study on the Cultivation Processes and Settlement Developments on the Mangyoung River Valley (만경강유역의 개간과정과 취락형성발달에 관한 연구)

  • NamGoong, Bong
    • Journal of the Korean association of regional geographers
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    • v.3 no.2
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    • pp.37-87
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    • 1997
  • As a results of researches on the cultivation processes and settlement developments on the Mangyoung river valley as a whole could be have four 'Space-Time Continuity' through a [Origin-Destination] theory model. On a initial phases of cultivation, the cultivation process has been begun at mountain slopes and tributory plains in upper part of river-basin from Koryo Dynasty to early Chosun Dynasty. At first, indigenous peasants burned forests on the mountain slopes for making 'dryfield' for a cereal crops. Following population increase more stable food supply is necessary facets of life inducing a change production method into a 'wetfield' in tributory plains matching the population increase. First sedentary agriculture maybe initiated at this mountain slopes and tributory plains on upper part of river basin through a burning cultivation methods. Mountain slopes and tributory plains are become a Origin area in cultivation processes. It expanded from up to down through the valleys with 'a bits of land' fashion in a steady pace like a terraced fields expanded with bit by bit of land to downward. They expanded their land to the middle part of river basin in mid period of Chosun Dynasty with dike construction techniques on the river bank. Lower part of river cultivated with embankment building techniques in 1920s and then naturally expanded to the tidal marshes on the estuaries and river inlets of coastal areas. 'Pioneer fringes' are consolidated at there in modern times. Changes in landscapes are appeared it's own characters with each periods of time. Followings are results of study through the Mangyoung river valley as a whole. (1) Mountain slopes and tributory plains on the upper part of river are cultivated 'dryfields' by indigenous peasants with Burning cultivation methods at first and developed sedentary settlements at the edges of mountain slopes and on the river terrace near the fields. They formed a kind of 'periphery-located cluster type' of settlement. This type of settlement are become a prominant type in upper part of river basin. 'Dryfields' has been changed into a 'wetfields' at the narrow tributory plains by increasing population pressure in later time. These wetfields are supplied water by Weir and Ponds Irrigation System(제언수리방법). Streams on the tributory plains has been attracted wetfields besides of it and formed a [water+land] complex on it. 'Wetfields' are expanded from up to downward with a terraced land pattern(adder like pattern, 붕전) according to the gradient of valley. These periphery located settlements are formed a intimate ecological linkage with several sets of surroundings. Inner villages are expanded to Outer villages according to the expansion of arable lands into downward. (2) Mountain slopes and tributory plains expanded its territory to the alluvial deposited plains on the middle part of river valley with a urgent need of new land by population increase. This part of alluvial plains are cultivated mainly in mid period of Chosun Dynasty. Irrigation methods are changed into a Dike Construction Irrigation method(천방수리방법) for the control of floods. It has a trend to change the subjectives of cultivation from community-oriented one who constructed Bochang along tributories making rice paddies to local government authorities who could be gather large sums of capitals, techniques and labours for the big dike construction affairs. Settlements are advanced in the midst of plains avoiding friction of distances and formed a 'Centrallocated cluster type' of settlements. There occured a hierarchical structures of settlements in ranks and sizes according merits of water supply and transportation convenience at the broad plains. Big towns are developed at there. It strengthened a more prominant [water+land] complex along the canals. Ecological linkages between settlements and surroundings are shaded out into a tiny one in this area. (3) It is very necessary to get a modern technology of flood control at the rivers that have a large volume of water and broad width. The alluvial plains are remained in a wilderness phase until a technical level reached a large artificial levee construction ability that could protect the arable land from flood. Until that time on most of alluvial land at the lower part of river are remained a wilderness of overgrown with reeds in lacks of techniques to build a large-scale artificial levee along the riverbank. Cultivation processes are progressed in a large scale one by Japanese agricultural companies with [River Rennovation Project] of central government in 1920s. Large scale artificial levees are constructed along the riverbank. Subjectives of cultivation are changed from Korean peasants to Japanese agricultural companies and Korean peasants fell down as a tenant in a colonial situation of that time in Korea. They could not have any voices in planning of spatial structure and decreased their role in planning. Newly cultivated lands are reflected company's intensions, objectives and perspectives for achieving their goals for the sake of colonial power. Newly cultivated lands are planned into a regular Rectangular Block settings of rice paddies and implanted a large scale Bureaucratic-oriented Irrigation System on the cultivated plains. Every settlements are located in the midst of rice paddies with a Central located Cluster type of settlements. [water+land] complex along the canal system are more strengthened. Cultivated space has a characters of [I-IT] landscapes. (4) Artificial levees are connected into a coastal emnankment for a reclamation of broad tidal marshes on the estuaries and inlets of rivers in the colonial times. Subjectives of reclamation are enlarged into a big agricultural companies that could be acted a role as a big cultivator. After that time on most of reclamation project of tidal marshes are controlled by these agricultural companies formed by mostly Japanese capitalists. Reclaimed lands on the estuaries and river inlets are under hands of agricultural companies and all the spatial structures are formed by their intensions, objectives and perspectives. They constructed a Unit Farming Area for the sake of companies. Spatial structures are planned in a regular one with broad arable land for the rice production of rectangular blocks, regular canal systems and tank reservoir for the irrigation water supply into reclaimed lands. There developed a 'Central-located linear type' of settlements in midst of reclaimed land. These settlements are settled in a detail program upon this newly reclaimed land at once with a master plan and they have planned patterns in their distribution, building materials, location, and form. Ecological linkage between Newly settled settlemrnts and its surroundings are lost its colours and became a more artificial one by human-centred environment. [I-IT] landscapes are become more prominant. This region is a destination area of [Origin-Destination] theory model and formed a 'Pioneer Fringe'. It is a kind of pioneer front that could advance or retreat discontinously by physical conditions and socio-cultural conditions of that region.

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Analysis and Implication on the International Regulations related to Unmanned Aircraft -with emphasis on ICAO, U.S.A., Germany, Australia- (세계 무인항공기 운용 관련 규제 분석과 시사점 - ICAO, 미국, 독일, 호주를 중심으로 -)

  • Kim, Dong-Uk;Kim, Ji-Hoon;Kim, Sung-Mi;Kwon, Ky-Beom
    • The Korean Journal of Air & Space Law and Policy
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    • v.32 no.1
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    • pp.225-285
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    • 2017
  • In regard to the regulations related to the RPA(Remotely Piloted Aircraft), which is sometimes called in other countries as UA(Unmanned Aircraft), ICAO stipulates the regulations in the 'RPAS manual (2015)' in detail based on the 'Chicago Convention' in 1944, and enacts provisions for the Rules of UAS or RPAS. Other contries stipulates them such as the Federal Airline Rules (14 CFR), Public Law (112-95) in the United States, the Air Transport Act, Air Transport Order, Air Transport Authorization Order (through revision in "Regulations to operating Rules on unmanned aerial System") based on EASA Regulation (EC) No.216/2008 in the case of unmanned aircaft under 150kg in Germany, and Civil Aviation Act (CAA 1998), Civil Aviation Act 101 (CASR Part 101) in Australia. Commonly, these laws exclude the model aircraft for leisure purpose and require pilots on the ground, not onboard aricraft, capable of controlling RPA. The laws also require that all managements necessary to operate RPA and pilots safely and efficiently under the structure of the unmanned aircraft system within the scope of the regulations. Each country classifies the RPA as an aircraft less than 25kg. Australia and Germany further break down the RPA at a lower weight. ICAO stipulates all general aviation operations, including commercial operation, in accordance with Annex 6 of the Chicago Convention, and it also applies to RPAs operations. However, passenger transportation using RPAs is excluded. If the operational scope of the RPAs includes the airspace of another country, the special permission of the relevant country shall be required 7 days before the flight date with detail flight plan submitted. In accordance with Federal Aviation Regulation 107 in the United States, a small non-leisure RPA may be operated within line-of-sight of a responsible navigator or observer during the day in the speed range up to 161 km/hr (87 knots) and to the height up to 122 m (400 ft) from surface or water. RPA must yield flight path to other aircraft, and is prohibited to load dangerous materials or to operate more than two RPAs at the same time. In Germany, the regulations on UAS except for leisure and sports provide duty to avoidance of airborne collisions and other provisions related to ground safety and individual privacy. Although commercial UAS of 5 kg or less can be freely operated without approval by relaxing the existing regulatory requirements, all the UAS regardless of the weight must be operated below an altitude of 100 meters with continuous monitoring and pilot control. Australia was the first country to regulate unmanned aircraft in 2001, and its regulations have impacts on the unmanned aircraft laws of ICAO, FAA, and EASA. In order to improve the utiliity of unmanned aircraft which is considered to be low risk, the regulation conditions were relaxed through the revision in 2016 by adding the concept "Excluded RPA". In the case of excluded RPA, it can be operated without special permission even for commercial purpose. Furthermore, disscussions on a new standard manual is being conducted for further flexibility of the current regulations.

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Effects of Reward Programs on Brand Loyalty in Online Shopping Contexts (인터넷쇼핑 상황에서 보상프로그램이 브랜드충성도에 미치는 영향에 관한 연구)

  • Kim, Ji-Hern;Kang, Hyunmo;Munkhbazar, M.
    • Asia Marketing Journal
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    • v.14 no.2
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    • pp.39-63
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    • 2012
  • Previous studies of reward programs have generally focused on designing the best programs for consumers and suggested that consumers' perception of the value of reward programs can vary according to the type of reward program (e.g., hedonic vs. utilitarian and direct vs. indirect) and its timing (e.g., immediate vs. delayed). These studies have typically assumed that consumers' preference for reward programs has a positive effect on brand loyalty. However, Dowling and Uncles (1997) pointed out that this preference does not necessarily foster brand loyalty. In this regard, the present study verifies this assumption by examining the effects of consumers' perception of the value of reward programs on their brand loyalty. Although reward programs are widely used by online shopping malls, most studies have examined the conditions under which consumers are most likely to value loyalty programs in the context of offline shopping. In the context of online shopping, however, consumers' preferences may have little effect on their brand loyalty because they have more opportunities for comparing diverse reward programs offered by many online shopping malls. That is, in online shopping, finding attractive reward programs may require little effort on the part of consumers, who are likely to switch to other online shopping malls. Accordingly, this study empirically examines whether consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. Meanwhile, consumers seek utilitarian and/or hedonic value from their online shopping activity(Jones et al., 2006; Barbin et al., 1994). They visit online shopping malls to buy something necessary (utilitarian value) and/or enjoy the process of shopping itself (hedonic value). In this sense, reward programs may reinforce utilitarian as well as hedonic value, and their effect may vary according to the type of reward (utilitarian vs. hedonic). According to Chaudhuri and Holbrook (2001), consumers' perception of the value of a brand can influence their brand loyalty through brand trust and affect. Utilitarian value influences brand loyalty through brand trust, whereas hedonic value influences it through brand affect. This indicates that the effect of this perception on brand trust or affect may be moderated by the type of reward program. Specifically, this perception may have a greater effect on brand trust for utilitarian reward programs than for hedonic ones, whereas the opposite may be true for brand affect. Given the above discussion, the present study is conducted with three objectives in order to provide practical implications for online shopping malls to strategically use reward program for establishing profitable relationship with customers. First, the present study examines whether reward programs can be an effective marketing tool for increasing brand loyalty in the context of online shopping. Second, it investigates the paths through which consumers' perception of the value of reward programs influences their brand loyalty. Third, it analyzes the effects of this perception on brand trust and affect by considering the type of reward program as a moderator. This study suggests and empirically analyzes a new research model for examining how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. The model postulates the following 10 hypotheses about the structural relationships between five constructs: (H1) Consumers' perception of the value of reward programs has a positive effect on their program loyalty; (H2) Program loyalty has a positive effect on brand loyalty; (H3) Consumers' perception of the value of reward programs has a positive effect on their brand trust; (H4) Consumers' perception of the value of reward programs has a positive effect on their brand affect; (H5) Brand trust has a positive effect on program loyalty; (H6) Brand affect has a positive effect on program loyalty; (H7) Brand trust has a positive effect on brand loyalty; (H8) Brand affect has a positive effect on brand loyalty; (H9) Consumers' perception of the value of reward programs is more likely to influence their brand trust for utilitarian reward programs than for hedonic ones; and (H10) Consumers' perception of the value of reward programs is more likely to influence their brand affect for hedonic reward programs than for utilitarian ones. To test the hypotheses, we considered a sample of 220 undergraduate students in Korea (male:113). We randomly assigned these participants to one of two groups based on the type of reward program (utilitarian: transportation card, hedonic: movie ticket). We instructed the participants to imagine that they were offered these reward programs while visiting an online shopping mall. We then asked them to answer some questions about their perception of the value of the reward programs, program loyalty, brand loyalty, brand trust, and brand affect, in that order. We also asked some questions about their demographic backgrounds and then debriefed them. We employed the structural equation modeling (SEM) method with AMOS 18.0. The results provide support for some hypotheses (H1, H3, H4, H7, H8, and H9) while providing no support for others (H2, H5, H6, H10) (see Figure 1). Noteworthy is that the path proposed by previous studies, "value perception → program loyalty → brand loyalty," was not significant in the context of online shopping, whereas this study's proposed path, "value perception → brand trust/brand affect → brand loyalty," was significant. In addition, the results indicate that the type of reward program moderated the relationship between consumers' value perception and brand trust but not the relationship between their value perception and brand affect. These results have some important implications. First, this study is one of the first to examine how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. In particular, the results indicate that the proposed path, "value perception → brand trust/brand affect → brand loyalty," can better explain the effects of reward programs on brand loyalty than existing paths. Furthermore, these results suggest that online shopping malls should place greater emphasis on the type of reward program when devising reward programs. To foster brand loyalty, they should reinforce the type of shopping value that consumers emphasize by providing them with appropriate reward programs. If consumers prefer utilitarian value to hedonic value, then online shopping malls should offer utilitarian reward programs and vice versa.

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