계지복령환(桂枝茯笭丸) 및 그 구성약물(構成藥物)의 혈소판응집억제(血小板凝集抑制)에 관(關)한 연구(硏究) (Effect of Geijibokryunghwan and each constituent herb on inhibition of platelet aggregation)
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- 동국한의학연구소논문집
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- 제8권2호
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- pp.115-129
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- 2000
동물성(動物性) 지방섭취량(脂肪攝取量)의 증가(增加), 운동부족(運動不足), 비만(肥滿), 스트레스의 가중(加重), 고령화(高齡化)의 증가(增加) 등(等)의 원인(原因)으로 순환기계질환(循環器系疾患)의 발병률(發病率)이 증가(增加)하고 있으며, 이러한 순환기계질환(循環器系疾患)의 위험인자(危險因子)로서 혈전증(血栓症)이 중요(重要)하게 대두되고 있다. 특히 최근 문제시되고 있는 협심증(狹心症)이나 심근경새(心筋梗塞)등의 허혈성(虛血性) 심질환(心疾患)은 혈소판응집(血小板凝集)에 의해 일어나는 혈전형성(血栓形成)에 기인(起因)하고 있다. 한의학(韓醫學)에서 혈전증(血栓症)은 어혈(瘀血)의 범주(範疇)에 속(屬)하며, 어혈(瘀血)은 각종 병리적(病理的) 원인(原因)에 의해 발생한 전신성(全身性) 또는 국소성(局所性)의 혈액순환(血液循環) 장애(障碍) 또는 혈류정체(血流停滯)와 그에 수반되는 일련의 증후(症候)를 나타내며, 경계정충, 고창(鼓脹), 적취(積聚), 미하, 전광(癲狂), 중풍등(中風等)의 발병원인(發病原因)이 된다. 또한 어혈(瘀血)에 의한 각종 증후(症候)에는 활혈거어제(活血祛瘀劑) 또는 구어혈제(驅瘀血劑)등이 사용되고 있다. 본(本) 연구(硏究)에서는 한의학(韓醫學)에서 어혈증(瘀血症)으로 야기(惹起)되는 여러 가지 증상(症狀)의 개선에 사용되는 구어혈제(驅瘀血劑)들의 혈소판응집(血小板凝集)에 미치는 영향을 검색하기 위하여 계지복령환(Geijibokryunghwan; GBH) 및 그 구성약물(構成藥物)을 사용(使用)하였다. 계지복령환은 "금궤요략" 에 있는 방(方)으로써 거사부상정(祛邪不傷正)하고 조기한열(調氣寒熱)하여 예로부터 구어혈제(驅瘀血劑)로 사용되어 왔다. 이에 계지복령환 및 그 구성약제(構成藥劑)의 ADP, AA 또는 collagen으로 유도되는 혈소판응집(血小板凝集)에 대하여 억제효과(抑制效果)를 탐색(探索)한 결과(結果), 계지복령환 및 개별(個別) 구성약물(構成藥物)의 혈소판응집억제작용(血小板凝集抑制作用)을 확인하였고, 혈소판응집(血小板凝集)으로 야기(惹起)되는 혈전증(血栓症)등에 계지복령환 및 개별(個別) 구성약물(構成藥物)은 매우 임상실험적(臨床實驗的) 응용가치(應用價値)가 있는 것으로 생각되었다.
누구나 뉴스와 주가 사이에는 밀접한 관계를 있을 것이라 생각한다. 그래서 뉴스를 통해 투자기회를 찾고, 투자이익을 얻을 수 있을 것으로 기대한다. 그렇지만 너무나 많은 뉴스들이 실시간으로 생성 전파되며, 정작 어떤 뉴스가 중요한지, 뉴스가 주가에 미치는 영향은 얼마나 되는지를 알아내기는 쉽지 않다. 본 연구는 이러한 뉴스들을 수집 분석하여 주가와 어떠한 관련이 있는지 분석하였다. 뉴스는 그 속성상 특정한 양식을 갖지 않는 비정형 텍스트로 구성되어있다. 이러한 뉴스 컨텐츠를 분석하기 위해 오피니언 마이닝이라는 빅데이터 감성분석 기법을 적용하였고, 이를 통해 주가지수의 등락을 예측하는 지능형 투자의사결정 모형을 제시하였다. 그리고, 모형의 유효성을 검증하기 위하여 마이닝 결과와 주가지수 등락 간의 관계를 통계 분석하였다. 그 결과 뉴스 컨텐츠의 감성분석 결과값과 주가지수 등락과는 유의한 관계를 가지고 있었으며, 좀 더 세부적으로는 주식시장 개장 전 뉴스들과 주가지수의 등락과의 관계 또한 통계적으로 유의하여, 뉴스의 감성분석 결과를 이용해 주가지수의 변동성 예측이 가능할 것으로 판단되었다. 이렇게 도출된 투자의사결정 모형은 여러 유형의 뉴스 중에서 시황 전망 해외 뉴스가 주가지수 변동을 가장 잘 예측하는 것으로 나타났고 로지스틱 회귀분석결과 분류정확도는 주가하락 시 70.0%, 주가상승 시 78.8%이며 전체평균은 74.6%로 나타났다.
배경: 원발성 폐암에 대한 기관지 소매 폐엽절제술 후의 장기 생존율은 전폐절제술 후의 장기 생존율과 비교해 최소한 동일하다고 알려져 있고, 충분한 폐기능을 가진 환자에서도 종양의 위치가 적절하면 기관지 소매 폐엽절제술이 시행되고 있다. 소매 전폐절제술은 종양이 기관분기부를 침범하거나 기관분기부에 가깝게 위치한 경우에 시행된다. 저자들은 원발성 폐암에 대해 본원에서 시행한 기관지 소매 절제술의 성적을 알아보고자 하였다. 대상 및 방법: 1990년 5월부터 2003년 7월까지 경희대학교 흉부외과학교실에서 한 명의 흥부외과 의사에 의해 원발성 폐암으로 소매 폐엽절제술 또는 소매 전페절제술을 시행 받은 45명의 환자를 후향적으로 분석하였다. 최종 추적일은 2005년 4월 5일이었으며 모든 환자에서 추적 가능하였다. 생존율은 Kaplan-Meyer방법으로, 통계적 유의성은 log-rank test로 검정하였다. 결과: 평균 나이는 60세였고, 남녀 비는 44:1이었다. 조직학적으로 편평상피세포암이 39명, 선암이 4명, 기타 2명이었고, 수술은 폐엽절제술이 40명, 소매 전폐절제술이 5명이었다. 병기 I이 14명, II가 14명, III가 17명이었으며, N0 23명, N1 13명, N2 9명이었다. 3명의 수술 사망자가 있었으며, 모두 호흡기계 관련 합병증으로 사망하였다. 초기 합병증은 폐렴 4명, 무기폐 8명, 7일 이상의 공기 누출 6명, 심방 세동 4명이었다. 19명에서 종양이 재발하였다. 국소 재발이 10명이었고, 원격 전이는 9명이었다. 전체 환자의 5년, 10년 생존율은 54.2%, 42.5%였다. 병기에 따른 5년, 10년 생존율은 병기 I 83.9%, 67.1%, II 55%, 47.1%, III 33.3%, 25%였으며, 병기 I과 III간에만 통계적 유의성이 있었다. 림프절 침범에 따른 5년, 10년 생존율은 N0 63.9%, 54.6%, N1 53.8%, 46.5%, N2 28.5%, 14.2%였으며, N0와 N2간에만 통계적 유의성이 있었다. 결론: 원발성 폐암에 대한 소매 폐엽절제술은 비교적 안전하게 시행될 수 있고 장기 생존율이 양호하므로 종양의 위치가 수술에 적절하고 완전 절제가 가능한 경우 우선적으로 고려할 수 있는 수술 방법이다. 원발성 폐암에 대한 소매 전폐절제술은 수술 사망률이 다소 높지만 종양의 근치적 측면에서 고려할 수 있는 수술 방법이다.
최근 소셜 네트워크 서비스는 소비자와의 관계 마케팅 확산 및 확장을 위한 중요한 채널로 인식되며 많은 관심을 받고 있다. 기업이 온라인 환경에서 성공하기 위해서는 기업과 고객 사이의 관계 구축뿐만 아니라 고객들 간의 관계에 초점을 맞출 필요가 있다. 본 연구에서는 페이스북 팬 페이지에 참여하는 사용자들 사이의 네트워크를 분석하여 기업의 비즈니스 성과에 고객 간 네트워크의 구조적 특성이 미치는 영향을 실증적으로 분석하였다. 이를 위해 네트워크 데이터는 코스피 상장 기업 가운데 페이스북 팬 페이지에 100개 이상의 게시글을 올린 54개 기업으로부터 수집하였으며, 수집된 네트워크 데이터는 각 사용자를 노드로 하고 동일한 마케팅 활동에 대해 참여한 사용자간의 관계를 링크로 한 원모드 비방향 이진 네트워크(one-mode undirected binary network)이다. 본 연구에서는 이러한 네트워크 데이터를 핸들링하여 사용자들 간의 활동 관계를 분석할 수 있는 네트워크 지표(밀도, 글로벌 클러스터링 계수, 최단거리평균, 직경)를 도출하였으며, 이러한 고객 간 네트워크의 구조적 특징을 파악할 수 있는 지표와 기업의 과거실적(순이익), 그리고 미래 예측성과(토빈의 Q) 간의 관계를 분석하였다. 본 연구는 학문적 관점에서 소셜 미디어 채널을 비즈니스 관점에서 연구하려는 연구자들에게 소셜네트워크분석 방법을 통한 새로운 접근법을 제시한다. 실무적인 관점에서 본 연구는 소셜미디어를 통해 마케팅 활동을 수행하려는 기업의 관리자들에게 네트워크의 지표를 이용한 지능형 마케팅 서비스를 수행할 수 있는 토대를 제공할 것으로 기대한다.
중국공산당의 창당과 함께 문서와 당안 관리 조직이 출현한 것은 아니었다. 1926년 중앙 비서처가 설립된 이후 문서과와 그 소속 문건열람처, 문건보관처 등이 설립됨으로써 본격화되었던 것이다. 1930년대 초 비서조직의 업무개선이 집중적으로 논의되었는데, 비판의 핵심은 정치적 역할을 자각하지 못한 채 단순히 "기능적 조직"으로 전락하고 말았다는 것이었고, 이의 해결 방안은 곧 "비서처 업무의 정치화"였다. 나아가 1940년대에는 "정풍운동"의 영향으로 문서만이 아니라 각종 주요 정보자료를 수집하여 정리, 제공하는 재료과의 임무가 강조되었다. 한편, 문서의 작성에 있어서 인물이나 기관의 명칭을 다르게 표기한다든가 약물을 사용하여 문서를 작성하는 등 보안의 유지가 줄곧 강조되었으며, 또한 업무활동과 지역의 상황에 대한 정기보고를 통해 중앙과 지방간의 소통이 강조되었다. 비서장은 중요 공문의 초안을 작성하는 것은 물론, 모든 문건의 열람과 심사를 담당하여 문서처리의 중심적 역할을 수행하였다. 문서의 처리가 끝나면 당안이라고 불리우며 보관되었는데, 중앙 비서처 문서과의 "문건보관처"가 이러한 역할을 담당하였다. "중앙문고"라고 불리기도 한 문건보관처는 1930년대 초부터 더 이상 당안을 이관받을 수 없었지만, 1940년대에는 재료과가 문서와 간행재료를 보존하고 제공하는 역할을 강화해갔다. 특히 조사연구를 위한 재료의 수집이 실행되었고, 일본의 통치 아래에 있던 지역을 회복하면서 대량의 당안과 문헌 자료를 수집하기도 하였다. 1931년 당안의 분류방법과 목록작성방법이 규정된 이후 특히 1940년대에 본격적으로 제도화되었는데, 기본적으로는 주제분류법이 유지되었고 기초적인 목록표기법이 채택되었다. "중요성"과 "기밀성"을 관리의 기준으로 삼는 원칙은 비교적 초기부터 나타났지만, 문서의 보존과 폐기를 구분하는 평가의 개념이나 절차는 명확치 않았다. 비밀의 보안관리와 접근제한의 제도를 실행하는 한편, "보존과 이용의 통일"이라는 구호에서도 알 수 있듯이 당안재료의 이용제공에 대한 문제의식은 매우 강렬하였다. 혁명운동과 전쟁의 와중에서도 중국공산당은 문서당안의 관리와 보존을 강화해가는 노력을 지속했다. 그 성과가 항상 바람직한 것도 아니었고, 그 경험을 안정적으로 발전시켜갈 수 있었던 것도 아니었다. 그것은 필경 중국공산당이 처해 있던 역사적 여건에서는 불가피한 일이었을 것이다. 이 과정에서 두드러지게 나타난 특성은 단지 기능적인 수준에서 문서당안관리의 효율화를 추진했던 것이 아니라 것이 아니라, 오히려 중국공산당의 혁명운동에 미치는 정치적 의의에 대한 자각을 강화해가며, 혁명 정책 연구의 실증적 근거이자 또한 중국공산당 역사의 증거로서 당안재료가 갖는 가치에 주목하였던 것에서 찾을 수 있을 것이다.
신사구체여과율(glomerular filtration rate, GFR)은 신장 질환의 진단, 치료 및 추적 관찰에 중요한 지표이며, 건강인에서도 약제사용, 신장이식 공여자의 신장 평가 등에 사용된다. GFR 검사의 표준방법은 외인성 표지자인 이눌린(inulin)을 연속 주입하여 측정하는 방법이나, 시간이 많이 소요되고 검사 방법이 복잡하기 때문에, 혈청 크레아티닌 농도로 계산한 추정사구체여과율(estimated glomerular filtration rate, eGFR)을 대신 사용한다. 그러나 크레아티닌은 연령, 성별, 근육량 등에 영향을 받는 것으로 알려져 있으며, 현재 많이 사용되는 추정사구체여과율 공식에는 성인의 경우 Cockroft-Gault 공식, Modification of Diet in Renal Disease(MDRD) 공식, Chronic kidney Disease Epidemiology Collaboration (CKD-EPI) 공식 등이 있고, 소아의 경우 Schwartz 공식을 사용하고 있다. 99mTC diethylenetriaminepentaacetic acid(99mTc-DTPA)를 사용한 신사구체여과율(glomerular filtration rate, GFR) 측정은 이눌린을 대체 할 수 있어 현재 사용되고 있다. 이에 99mTc-DTPA를 이용하여 측정한 신사구체 여과율과 CKD-EPI 공식을 이용한 추정사구체여과율을 비교하여 보았다. 서울 아산병원을 내원한 신장이식 공여자 200명(남성 96명, 여성 104명, 47.3세±12.7)을 대상으로 99mTc-DTPA(0.5 mCi, 18.5 MBq)를 정맥투여 하고 획득된 plasma(Two-plasma-sample-method, TPSM)를 계측하여 신사구체여과율(glomerular filtration rate, GFR)을 측정하였다. 혈청 크레아티닌 농도를 근거로 chronic kidney disease epidemiology collaboration (CKD-EPI) 공식을 이용하여, 추정사구체여과율(estimated glomerular filtration rate, eGFR)을 도출하였다. 신장이식 공여자 200명(남성 96명, 여성 104명, 47.3세±12.7)을 대상으로 99mTc-DTPA를 사용하여 측정된 신사구체여과율 평균값은 97.27±19.46 (GFR, ml/min/1.73m2)이고 CKD-EPI 공식을 이용한 추정사구체여과율 (estimated glomerular filtration rate, eGFR) 평균값은 96.84±17.74(CKD-EPI, ml/min/1.73m2), 혈청 크레아타닌의 농도는 0.84±0.39 (mg/dL)이다. 혈청 크레아티닌 근거 추정사구체여과율에 대한 99mTc-DTPA 신사구체여과율의 회귀식은 Y= 0.5073X + 48.186, 상관계수는 0.698이었다.(P<0.01)혈청 크레아티닌 근거 추정사구체여과율에 대한 99mTc-DTPA 신사구체여과율의 Difference(%)는 1.52±18.28 이었다. 99mTC-DTPA를 이용해서 측정된 신사구체여과율과 혈청 크레아티닌 농도에 기반하여 도출된 추정사구체여과율에 대한 상관계수는 0.698로 중등도 정도의 상관성을 확인할 수 있었다. 이는 추정사구체여과율은 연령, 성별, 근육 양 등 신장 외적인 요소에 영향을 받고 신장질환자를 대상으로 만든 공식을 사용하는 원인에 기인하는 것으로 추정된다. 신장 질환의 진단, 치료 및 추적 관찰, 신장이식 공여자의 신장 평가 등에 사용되는 신사구체여과율 측정에 99mTc-DTPA를 사용함으로써 신뢰성 있는 결과를 임상에 제공할 수 있다.
The wall shear stress in the vicinity of end-to end anastomoses under steady flow conditions was measured using a flush-mounted hot-film anemometer(FMHFA) probe. The experimental measurements were in good agreement with numerical results except in flow with low Reynolds numbers. The wall shear stress increased proximal to the anastomosis in flow from the Penrose tubing (simulating an artery) to the PTFE: graft. In flow from the PTFE graft to the Penrose tubing, low wall shear stress was observed distal to the anastomosis. Abnormal distributions of wall shear stress in the vicinity of the anastomosis, resulting from the compliance mismatch between the graft and the host artery, might be an important factor of ANFH formation and the graft failure. The present study suggests a correlation between regions of the low wall shear stress and the development of anastomotic neointimal fibrous hyperplasia(ANPH) in end-to-end anastomoses. 30523 T00401030523 ^x Air pressure decay(APD) rate and ultrafiltration rate(UFR) tests were performed on new and saline rinsed dialyzers as well as those roused in patients several times. C-DAK 4000 (Cordis Dow) and CF IS-11 (Baxter Travenol) reused dialyzers obtained from the dialysis clinic were used in the present study. The new dialyzers exhibited a relatively flat APD, whereas saline rinsed and reused dialyzers showed considerable amount of decay. C-DAH dialyzers had a larger APD(11.70
The wall shear stress in the vicinity of end-to end anastomoses under steady flow conditions was measured using a flush-mounted hot-film anemometer(FMHFA) probe. The experimental measurements were in good agreement with numerical results except in flow with low Reynolds numbers. The wall shear stress increased proximal to the anastomosis in flow from the Penrose tubing (simulating an artery) to the PTFE: graft. In flow from the PTFE graft to the Penrose tubing, low wall shear stress was observed distal to the anastomosis. Abnormal distributions of wall shear stress in the vicinity of the anastomosis, resulting from the compliance mismatch between the graft and the host artery, might be an important factor of ANFH formation and the graft failure. The present study suggests a correlation between regions of the low wall shear stress and the development of anastomotic neointimal fibrous hyperplasia(ANPH) in end-to-end anastomoses. 30523 T00401030523 ^x Air pressure decay(APD) rate and ultrafiltration rate(UFR) tests were performed on new and saline rinsed dialyzers as well as those roused in patients several times. C-DAK 4000 (Cordis Dow) and CF IS-11 (Baxter Travenol) reused dialyzers obtained from the dialysis clinic were used in the present study. The new dialyzers exhibited a relatively flat APD, whereas saline rinsed and reused dialyzers showed considerable amount of decay. C-DAH dialyzers had a larger APD(11.70
The objective of this research is to test the feasibility of developing a statewide truck traffic forecasting methodology for Wisconsin by using Origin-Destination surveys, traffic counts, classification counts, and other data that are routinely collected by the Wisconsin Department of Transportation (WisDOT). Development of a feasible model will permit estimation of future truck traffic for every major link in the network. This will provide the basis for improved estimation of future pavement deterioration. Pavement damage rises exponentially as axle weight increases, and trucks are responsible for most of the traffic-induced damage to pavement. Consequently, forecasts of truck traffic are critical to pavement management systems. The pavement Management Decision Supporting System (PMDSS) prepared by WisDOT in May 1990 combines pavement inventory and performance data with a knowledge base consisting of rules for evaluation, problem identification and rehabilitation recommendation. Without a r.easonable truck traffic forecasting methodology, PMDSS is not able to project pavement performance trends in order to make assessment and recommendations in the future years. However, none of WisDOT's existing forecasting methodologies has been designed specifically for predicting truck movements on a statewide highway network. For this research, the Origin-Destination survey data avaiiable from WisDOT, including two stateline areas, one county, and five cities, are analyzed and the zone-to'||'&'||'not;zone truck trip tables are developed. The resulting Origin-Destination Trip Length Frequency (00 TLF) distributions by trip type are applied to the Gravity Model (GM) for comparison with comparable TLFs from the GM. The gravity model is calibrated to obtain friction factor curves for the three trip types, Internal-Internal (I-I), Internal-External (I-E), and External-External (E-E). ~oth "macro-scale" calibration and "micro-scale" calibration are performed. The comparison of the statewide GM TLF with the 00 TLF for the macro-scale calibration does not provide suitable results because the available 00 survey data do not represent an unbiased sample of statewide truck trips. For the "micro-scale" calibration, "partial" GM trip tables that correspond to the 00 survey trip tables are extracted from the full statewide GM trip table. These "partial" GM trip tables are then merged and a partial GM TLF is created. The GM friction factor curves are adjusted until the partial GM TLF matches the 00 TLF. Three friction factor curves, one for each trip type, resulting from the micro-scale calibration produce a reasonable GM truck trip model. A key methodological issue for GM. calibration involves the use of multiple friction factor curves versus a single friction factor curve for each trip type in order to estimate truck trips with reasonable accuracy. A single friction factor curve for each of the three trip types was found to reproduce the 00 TLFs from the calibration data base. Given the very limited trip generation data available for this research, additional refinement of the gravity model using multiple mction factor curves for each trip type was not warranted. In the traditional urban transportation planning studies, the zonal trip productions and attractions and region-wide OD TLFs are available. However, for this research, the information available for the development .of the GM model is limited to Ground Counts (GC) and a limited set ofOD TLFs. The GM is calibrated using the limited OD data, but the OD data are not adequate to obtain good estimates of truck trip productions and attractions .. Consequently, zonal productions and attractions are estimated using zonal population as a first approximation. Then, Selected Link based (SELINK) analyses are used to adjust the productions and attractions and possibly recalibrate the GM. The SELINK adjustment process involves identifying the origins and destinations of all truck trips that are assigned to a specified "selected link" as the result of a standard traffic assignment. A link adjustment factor is computed as the ratio of the actual volume for the link (ground count) to the total assigned volume. This link adjustment factor is then applied to all of the origin and destination zones of the trips using that "selected link". Selected link based analyses are conducted by using both 16 selected links and 32 selected links. The result of SELINK analysis by u~ing 32 selected links provides the least %RMSE in the screenline volume analysis. In addition, the stability of the GM truck estimating model is preserved by using 32 selected links with three SELINK adjustments, that is, the GM remains calibrated despite substantial changes in the input productions and attractions. The coverage of zones provided by 32 selected links is satisfactory. Increasing the number of repetitions beyond four is not reasonable because the stability of GM model in reproducing the OD TLF reaches its limits. The total volume of truck traffic captured by 32 selected links is 107% of total trip productions. But more importantly, ~ELINK adjustment factors for all of the zones can be computed. Evaluation of the travel demand model resulting from the SELINK adjustments is conducted by using screenline volume analysis, functional class and route specific volume analysis, area specific volume analysis, production and attraction analysis, and Vehicle Miles of Travel (VMT) analysis. Screenline volume analysis by using four screenlines with 28 check points are used for evaluation of the adequacy of the overall model. The total trucks crossing the screenlines are compared to the ground count totals. L V/GC ratios of 0.958 by using 32 selected links and 1.001 by using 16 selected links are obtained. The %RM:SE for the four screenlines is inversely proportional to the average ground count totals by screenline .. The magnitude of %RM:SE for the four screenlines resulting from the fourth and last GM run by using 32 and 16 selected links is 22% and 31 % respectively. These results are similar to the overall %RMSE achieved for the 32 and 16 selected links themselves of 19% and 33% respectively. This implies that the SELINICanalysis results are reasonable for all sections of the state.Functional class and route specific volume analysis is possible by using the available 154 classification count check points. The truck traffic crossing the Interstate highways (ISH) with 37 check points, the US highways (USH) with 50 check points, and the State highways (STH) with 67 check points is compared to the actual ground count totals. The magnitude of the overall link volume to ground count ratio by route does not provide any specific pattern of over or underestimate. However, the %R11SE for the ISH shows the least value while that for the STH shows the largest value. This pattern is consistent with the screenline analysis and the overall relationship between %RMSE and ground count volume groups. Area specific volume analysis provides another broad statewide measure of the performance of the overall model. The truck traffic in the North area with 26 check points, the West area with 36 check points, the East area with 29 check points, and the South area with 64 check points are compared to the actual ground count totals. The four areas show similar results. No specific patterns in the L V/GC ratio by area are found. In addition, the %RMSE is computed for each of the four areas. The %RMSEs for the North, West, East, and South areas are 92%, 49%, 27%, and 35% respectively, whereas, the average ground counts are 481, 1383, 1532, and 3154 respectively. As for the screenline and volume range analyses, the %RMSE is inversely related to average link volume. 'The SELINK adjustments of productions and attractions resulted in a very substantial reduction in the total in-state zonal productions and attractions. The initial in-state zonal trip generation model can now be revised with a new trip production's trip rate (total adjusted productions/total population) and a new trip attraction's trip rate. Revised zonal production and attraction adjustment factors can then be developed that only reflect the impact of the SELINK adjustments that cause mcreases or , decreases from the revised zonal estimate of productions and attractions. Analysis of the revised production adjustment factors is conducted by plotting the factors on the state map. The east area of the state including the counties of Brown, Outagamie, Shawano, Wmnebago, Fond du Lac, Marathon shows comparatively large values of the revised adjustment factors. Overall, both small and large values of the revised adjustment factors are scattered around Wisconsin. This suggests that more independent variables beyond just 226; population are needed for the development of the heavy truck trip generation model. More independent variables including zonal employment data (office employees and manufacturing employees) by industry type, zonal private trucks 226; owned and zonal income data which are not available currently should be considered. A plot of frequency distribution of the in-state zones as a function of the revised production and attraction adjustment factors shows the overall " adjustment resulting from the SELINK analysis process. Overall, the revised SELINK adjustments show that the productions for many zones are reduced by, a factor of 0.5 to 0.8 while the productions for ~ relatively few zones are increased by factors from 1.1 to 4 with most of the factors in the 3.0 range. No obvious explanation for the frequency distribution could be found. The revised SELINK adjustments overall appear to be reasonable. The heavy truck VMT analysis is conducted by comparing the 1990 heavy truck VMT that is forecasted by the GM truck forecasting model, 2.975 billions, with the WisDOT computed data. This gives an estimate that is 18.3% less than the WisDOT computation of 3.642 billions of VMT. The WisDOT estimates are based on the sampling the link volumes for USH, 8TH, and CTH. This implies potential error in sampling the average link volume. The WisDOT estimate of heavy truck VMT cannot be tabulated by the three trip types, I-I, I-E ('||'&'||'pound;-I), and E-E. In contrast, the GM forecasting model shows that the proportion ofE-E VMT out of total VMT is 21.24%. In addition, tabulation of heavy truck VMT by route functional class shows that the proportion of truck traffic traversing the freeways and expressways is 76.5%. Only 14.1% of total freeway truck traffic is I-I trips, while 80% of total collector truck traffic is I-I trips. This implies that freeways are traversed mainly by I-E and E-E truck traffic while collectors are used mainly by I-I truck traffic. Other tabulations such as average heavy truck speed by trip type, average travel distance by trip type and the VMT distribution by trip type, route functional class and travel speed are useful information for highway planners to understand the characteristics of statewide heavy truck trip patternS. Heavy truck volumes for the target year 2010 are forecasted by using the GM truck forecasting model. Four scenarios are used. Fo~ better forecasting, ground count- based segment adjustment factors are developed and applied. ISH 90 '||'&'||' 94 and USH 41 are used as example routes. The forecasting results by using the ground count-based segment adjustment factors are satisfactory for long range planning purposes, but additional ground counts would be useful for USH 41. Sensitivity analysis provides estimates of the impacts of the alternative growth rates including information about changes in the trip types using key routes. The network'||'&'||'not;based GMcan easily model scenarios with different rates of growth in rural versus . . urban areas, small versus large cities, and in-state zones versus external stations. cities, and in-state zones versus external stations.
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.