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User Experience Analysis on 3D Printing Services and Service Direction Suggestions (3D프린팅 서비스에 대한 사용자 경험 분석과 서비스 방향제안)

  • Lee, Guk-Hee;Cho, Jaekyung
    • Journal of the HCI Society of Korea
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    • v.11 no.1
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    • pp.47-55
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    • 2016
  • Three Dimensional Printing (herein, 3D printing) not only gives novelty and interests to modern people but is also a spotlighted technology that could herald a new industrial revolution. The introduction of various 3D printing service platforms has enabled individuals to easily possess products designed through 3D printing. However, there are still many issues to consider until the era of new manufacturing, when 3D printing becomes available to the general public so that anyone can make and design products with 3D printing. For instance, there needs to be sufficient consideration and research on whether the current 3D printing services can prove their higher capability to produce products conventionally done by machines and hands through 3D printing, and on the meaning of selling a wide range of product families like those of most 3D printing service platforms to the consumers. This study, which was initiated in this context, aimed to gain insight on the directions that 3D printing services need to advance going forward by letting consumers have first-hand experience on 3D printing online service platforms with a wide range of product families and those with relatively limited services, and then asking them to answer multiple-choice and short-answer survey questions on the websites they wish to purchase from, diversity of designs, design satisfaction, perceived technical skills, perceived purchase satisfaction, perceived after-sales service(A/S). As a result, we were able to witness that consumers generally had a strong preference for services with a wide range of product families (e.g. Shapeways) compared to services with a narrow range (e.g. Digital Forming). We also verified that design diversity and the possibility of realizing the designs were the crucial aspects that need to be considered with 3D printing services. Moreover, we also carried out discussions on carrying out design consulting by securing a pool of designers from diverse fields, on providing web-based designing software that can be utilized even by beginners, and on operating shops both online and offline in order to provide more competitive 3D printing services.

The possibility of South Korea to become a member state of APSCO: an analysis from Legal and political perspectives (韓國加入亞太空間合作組織的可能性 : 基于法律与政策的分析)

  • Nie, Mingyan
    • The Korean Journal of Air & Space Law and Policy
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    • v.31 no.2
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    • pp.237-269
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    • 2016
  • Asia-Pacific Space Cooperation Organization (APSCO) is the only intergovernmental space cooperation organization in Asia. Since its establishment to date, eight countries have signed the convention and become member states. South Korea participated actively in the preparatory phase of creating the organization, and one conference organized by AP-MCSTA which is the predecessor of APSCO was held in South Korea. However, after the APSCO Convention was opened for signature in 2005 to date, South Korea does not ratify the Convention and become a member. The rapid development of space commercialization and privatization, as well as the fastest growing commercial space market in Asia, provides opportunities for Asian countries to cooperate with each other in relevant space fields. And to participate in the existing cooperation framework (e.g., the APSCO) by the Asian space countries (e.g., South Korea) could be a proper choice. Even if the essential cooperation in particular space fields is challenging, joint space programs among different Asian countries for dealing with the common events can be initiated at the first steps. Since APSCO has learned the successful legal arrangements from ESA, the legal measures established by its Convention are believed to be qualified to ensure the achievement of benefits of different member states. For example, the regulation of the "fair return" principle confirms that the return of interests from the relevant programs is in proportion to the member's investment in the programs. Moreover, the distinguish of basic and optional activities intends to authorize the freedom of the members to choose programs to participate. And for the voting procedure, the acceptance of the "consensus" by the Council is in favor of protecting the member's interest when making decisions. However, political factors that are potential to block the participation of South Korea in APSCO are difficult to be ignored. A recent event is an announcement of deploying THAAD by South Korea, which causes tension between South Korea and China. The cooperation between these two states in space activities will be influenced. A long-standing barrier is that China acts as a non-member of the main international export control mechanism, i.e., the MTCR. The U.S takes this fact as the main reason to prevent South Korea to cooperate with China in developing space programs. Although the political factors that will block the participation of South Korea in APSCO are not easy to removed shortly, legal measures can be taken to reduce the political influence. More specifically, APSCO is recommended to ensure the achievement of commercial interests of different cooperation programs by regulating precisely the implementation of the "fair return" principle. Furthermore, APSCO is also suggested to contribute to managing the common regional events by sharing satellite data. And it is anticipated that these measures can effectively response the requirements of the rapid development of space commercialization and the increasing common needs of Asia, thereby to provide a platform for the further cooperation. In addition, in order to directly reduce the political influence, two legal measures are necessary to be taken: Firstly, to clarify the rights and responsibilities of the host state (i.e., China) as providing assistance, coordination and services to the management of the Organization to release the worries of the other member states that the host state will control the Organization's activities. And secondly, to illustrate that the cooperation in APSCO is for the non-military purpose (a narrow sense of "peaceful purpose") to reduce the political concerns. Regional cooperation in Asia regarding space affairs is considered to be a general trend in the future, so if the participation of South Korea in APSCO can be finally proved to be feasible, there will be an opportunity to discuss the creation of a comprehensive institutionalized framework for space cooperation in Asia.

A survey on the EMF Levels of Study and Electric Appliances in Korea (국내 전철 및 가전제품을 대상으로 한 전자장 수준 실태조사)

  • Jang, Seong Ki;Cho, Yong Sung;Lee, Seok Jo;Yoo, Seong Wha;Jung, Kyung Mi;Lim, Jun Ho
    • Journal of Korean Society of Occupational and Environmental Hygiene
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    • v.15 no.1
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    • pp.71-81
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    • 2005
  • The purposes of this study was to collect, analyze, and describe the MF exposure levels from subways in Korea and to measure and evaluate the MF levels generated from electric appliances used at general homes. The target subway lines were Seoul Metropolitan Line 1 to Line 8, Bundang Line, Incheon Line, Daegu Line, Gwangju Line, and Busan Line 1 and Line 2. We measured at each station in those subway lines and, all the train types (pantograph-equipped, motor-equipped, and common), and platform types(facing and isolating) were investigated by the distance(80, 200, 400 cm) from the train on 19 targeted subway lines using 3 magnetic field measuring devices (EMDEXII, Enertech Co.) during the survey from January till October, 2004. On the other hand, the levels of the 60Hz magnetic fields generated from 14 items of home electric appliances such as electric blankets, hair dryers, electric razors, etc. were measured at 10 general homes using 5 EMDEXII meters with a sampling interval of 1.5 second by the distance(surface, 30, 50, 100, 300cm ) from the target electric appliances. The survey results in the whole subway lines examined in this study were as follows; Seoul Metropolitan Line 4 using AC(alternating current) power source showed the highest mean value of $2.85{\mu}T$, followed by Seoul Metropolitan Line 1 running between Seoul and Incheon using AC($2.78{\mu}T$), Seoul Metropolitan Line 1 between Seoul and Uijongbu using AC($2.73{\mu}T$), Bundang Line using AC($1.79{\mu}T$), Seoul Metropolitan Line 1 connected from Yongsan using AC($1.67{\mu}T$), Seoul Metropolitan Line 1 between Seoul and Suwon using AC($0.79{\mu}T$), and so on. In general, the intensity of the magnetic field in the subway systems in Korea was significantly higher when using AC($2.14{\pm}0.91{\mu}T$) than when using DC($0.29{\pm}0.44{\mu}T$) power source. Among the home electric appliances examined, microwave ovens showed the highest mean value of $7.69{\mu}T$, followed by hair dryers($6.47{\mu}T$), vacuum cleaners($5.27{\mu}T$), televisions ($2.26{\mu}T$), electric blankets($1.38{\mu}T$), personal computers ($0.81{\mu}T$), and so on. Two items of electric appliances showed the excess value of $0.2{\mu}T$ at the distance of 30cm in the MF exposure level; electric razors $1.58{\pm}2.13{\mu}T$ and vacuum cleaners $0.48{\pm}0.44{\mu}T$. As a whole, this study showed a tendency that the shift of the MF levels according to the increase of distance from the electric appliances was lower than those of the results surveyed in UK and USA. As a result, this study is expected to suggest meaningful data for the future study in exposure assessment of magnetic fields and for the establishment of guidelines for subways and electric appliances in Korea. More detailed and large scaled exposure assessment studies should be performed continuously to get the various and useful information on health risk assessment of MFs in Korea.

Comparison of Fermentation Properties of Winter Kimchi Stored for 6 Months in a Kimchi Refrigerator Under Ripening Mode or Storage Mode (김치냉장고의 숙성 후 저장 및 저온 저장 모드에서 6개월간 저장한 김장 김치의 발효특성 비교)

  • Lee, Eun-Hwa;Lee, Myung-Ju;Song, Yeong Ok
    • Journal of the Korean Society of Food Science and Nutrition
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    • v.41 no.11
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    • pp.1619-1625
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    • 2012
  • The purpose of this study is to determine long-term storage conditions for winter kimchi. Kimchi was stored in a kimchi refrigerator for 6 months with or without fermentation. Four different temperature systems used were as follows: 5 days at $10^{\circ}C$ followed by storage at $-2.5^{\circ}C$ (F1), 1 day at $15^{\circ}C$ followed by storage at $-2.5^{\circ}C$ (F2), storage at $-1^{\circ}C$ (S1), or at $-2.5^{\circ}C$ (S2). Time periods required for F1, F2, S1, or S2 kimchi to reach pH 4.4 and acidity 0.6% were 2, 8, 12, and 22 weeks, respectively. Lactobacillus spp. growth on F1 and F2 kimchi was faster and greater than that on S1 and S2 kimchi, revealing a maximum concentration of 8~9 verses 6.8 log CFU/mL, respectively. However, Leuconostoc spp. were fully grown (8~9 log CFU/mL) on all four kimchi samples regardless of temperature, even at $-2.5^{\circ}C$, although the times required to reach maximum growth were different. Growth of Lactobacillus and Leuconostoc spp. both decreased after reaching maximum levels, except for F1 kimchi. Sensory evaluation results for 3 month storage showed that F1 kimchi was the best among kimchi samples in terms of appearance, acidic taste, carbonated taste, crispiness, and moldy smell. For 6 months of storage, F1 and S1 kimchi were the most highly evaluated among the kimchi samples. Sensory evaluation result for S1 kimchi stored at $-1^{\circ}C$ was comparable to that of F1 kimchi due to fully grown Leuconostoc spp. Acidities of F1 and S1 kimchi after 6 months of storage were 0.8 and 0.7%, respectively. Taken together, fermentation of kimchi at $10^{\circ}C$ for 5 days followed by storage at $-2.5^{\circ}C$ for 6 months was optimal for high quality kimchi. Sensory properties of winter kimchi were significantly influenced by the degree of fermentation.

OPERATIONAL MODEL OF TIME-KEEPING SYSTEMS OF HEUMGYEONGGAK-NU (흠경각루 시보시스템의 작동모델)

  • KIM, SANG HYUK;YUN, YONG-HYUN;MIHN, BYEONG-HEE;LEEM, BYONG GUEN;YOON, MYUNG KYOON;LEEM, BYONG SI
    • Publications of The Korean Astronomical Society
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    • v.34 no.3
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    • pp.31-40
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    • 2019
  • We study the internal structure under the artificial mountain of Heumkyeonggak-nu, a Korean water-powered clock in the early Joseon dynasty. All the puppets on the artificial mountain are driven by the rotational force generated by the water wheel at their designated time. We design a model that work with three parts of the artificial mountain. At the upper part of the artificial mountain to the east, west, north and south, there are four puppets called the Four Mystical Animal Divinity and four ladies called the Jade Lady respectively. The former rotates a quarter every double hour and the latter rings the bell every hour. In the middle part of this mountain is the timekeeping platform with four puppets; the Timekeeping Official (Hour Jack), the Bell-, Drum-, and Gong-Warriors. The Hour Jack controls time with three warriors each hitting his own bell, drum, and gong, respectively. In the plain there are 12 Jade Lady puppets (the lower ladies) combined with 12 Oriental Animal Deity puppets. In his own time a lady doll pops out of the hole and her animal doll gets up. Two hours later, the animal deity lies down and his lady hides in the artificial plain. These puppets are regularly moved by the signal such as iron balls, bumps, levers, and so on. We can use balls and bumps to explain the concept of the Jujeon system. Iron balls were used to manipulate puppets of the timekeeping mechanism in Borugak-nu, another Korean water-powered clock in Joseon dynasty, which was developed earlier than Heumgyeonggak-nu. According to the North Korea's previous study (Choi, 1974), it is obvious that bumps were used in the internal structure of Heumgyeonggak-nu. In 1669, The armillary clock made by Song, I-young was also utilized bumps. Finally we presented mock-ups of three timekeeping systems.

A Tool Box to Evaluate the Phased Array Coil Performance Using Retrospective 3D Coil Modeling (3차원 코일 모델링을 통해 위상배열코일 성능을 평가하기 위한 프로그램)

  • Perez, Marlon;Hernandez, Daniel;Michel, Eric;Cho, Min Hyoung;Lee, Soo Yeol
    • Investigative Magnetic Resonance Imaging
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    • v.18 no.2
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    • pp.107-119
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    • 2014
  • Purpose : To efficiently evaluate phased array coil performance using a software tool box with which we can make visual comparison of the sensitivity of every coil element between the real experiment and EM simulation. Materials and Methods: We have developed a $C^{{+}{+}}$- and MATLAB-based software tool called Phased Array Coil Evaluator (PACE). PACE has the following functions: Building 3D models of the coil elements, importing the FDTD simulation results, and visualizing the coil sensitivity of each coil element on the ordinary Cartesian coordinate and the relative coil position coordinate. To build a 3D model of the phased array coil, we used an electromagnetic 3D tracker in a stylus form. After making the 3D model, we imported the 3D model into the FDTD electromagnetic field simulation tool. Results: An accurate comparison between the coil sensitivity simulation and real experiment on the tool box platform has been made through fine matching of the simulation and real experiment with aids of the 3D tracker. In the simulation and experiment, we used a 36-channel helmet-style phased array coil. At the 3D MRI data acquisition using the spoiled gradient echo sequence, we used the uniform cylindrical phantom that had the same geometry as the one in the FDTD simulation. In the tool box, we can conveniently choose the coil element of interest and we can compare the coil sensitivities element-by-element of the phased array coil. Conclusion: We expect the tool box can be greatly used for developing phased array coils of new geometry or for periodic maintenance of phased array coils in a more accurate and consistent manner.

Association of Single Nucleotide Polymorphisms in the Prostaglandin-endoperoxide Synthase 2 (PTGS2) and Phospholipase A2 Group IIA (PLA2G2A) Genes with Susceptibility to Esophageal Squamous Cell Carcinoma

  • Liu, Fen;Wei, Wen-Qiang;Cormier, Robert T.;Zhang, Shu-Tian;Qiao, You-Lin;Li, Xin-Qing;Zhu, Sheng-Tao;Zhai, Yan-Chun;Peng, Xiao-Xia;Yan, Yu-Xiang;Wu, Li-Juan;He, Dian;He, Yan
    • Asian Pacific Journal of Cancer Prevention
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    • v.15 no.4
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    • pp.1797-1802
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    • 2014
  • Background: The prostaglandin-endoperoxide synthase 2 (PTGS2) and phospholipase A2 group IIA (PLA2G2A) genes encode enzymes that are involved in arachidonic acid and prostaglandin biosynthesis. Dysregulation of both genes is associated with inflammation and carcinogenesis, including esophageal squamous cell carcinoma (ESCC). We therefore hypothesized that there is an association between single nucleotide polymorphisms (SNPs) in these genes and susceptibility to ESCC. Methods: We performed a gene-wide tag SNP-based association study to examine the association of SNPs in PTGS2 and PLA2G2A with ESCC in 269 patients and 269 healthy controls from Taihangshan Mountain, Henan and Hebei Provinces, the rural area of China which has the highest incidence of esophageal cancer in the world. Thirteen tag SNPs in PLA2G2A and 4 functional SNPs in PTGS2 were selected and genotyped using a high-throughput Mass Array genotyping platform. Results: We found a modest increased risk of ESCC in subjects with the PTGS2 rs12042763 AA genotype (OR=1.23; 95% CI, 1.00-3.04) compared with genotype GG. For PLA2G2A, a decreased risk of ESCC was observed in subjects with the rs11677 CT (OR=0.51, 95%CI, 0.29-0.85) or TT genotype (OR=0.51, 95%CI, 0.17-0.96) or the T carriers (CT+TT) (OR=0.52, 95%CI, 0.31-0.85) when compared with the CC genotype. Also for PLA2G2A, rs2236771 C allele carriers were more frequent in the control group (P=0.02). Subjects with the GC (OR=0.55, 95%CI, 0.33-0.93) or CC genotype (OR=0.38, 95% CI, 0.16-0.94) or the C carriers (GC+CC) (OR=0.52, 95%CI, 0.32-0.85) showed a negative association with ESCC susceptibility. Conclusions: Our results suggest that PTGS2 and PLA2G2A gene polymorphisms may modify the risk of ESCC development.

Performance of Uncompressed Audio Distribution System over Ethernet with a L1/L2 Hybrid Switching Scheme (L1/L2 혼합형 중계 방법을 적용한 이더넷 기반 비압축 오디오 분배 시스템의 성능 분석)

  • Nam, Wie-Jung;Yoon, Chong-Ho;Park, Pu-Sik;Jo, Nam-Hong
    • Journal of the Institute of Electronics Engineers of Korea TC
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    • v.46 no.12
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    • pp.108-116
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    • 2009
  • In this paper, we propose a Ethernet based audio distribution system with a new L1/L2 hybrid switching scheme, and evaluate its performance. The proposed scheme not only offers guaranteed low latency and jitter characteristics that are essentially required for the distribution of high-quality uncompressed audio traffic, and but also provide an efficient transmission of data traffic on the Ethernet environment. The audio distribution system with a proposed scheme consists of a master node and a number of relay nodes, and all nodes are mutually connected as a daisy-chain topology through up and downlinks. The master node generates an audio frame for each cycle of 125us, and the audio frame has 24 time slotted audio channels for carrying stereo 24 channels of 16-bit PCM sampled audio. On receiving the audio frame from its upstream node via the downlink, each intermediate node inserts its audio traffic to the reserved time slot for itself, then relays again to next node through its physical layer(L1) transmission - repeating. After reaching the end node, the audio frame is loopbacked through the uplink. On repeating through the uplink, each node makes a copy of audio slot that node has to receive, then play the audio. When the audio transmission is completed, each node works as a normal L2 switch, thus data frames are switched during the remaining period. For supporting this L1/L2 hybrid switching capability, we insert a glue logic for parsing and multiplexing audio and data frames at MII(Media Independent Interlace) between the physical and data link layers. The proposed scheme can provide a good delay performance and transmission efficiency than legacy Ethernet based audio distribution systems. For verifying the feasibility of the proposed L1/L2 hybrid switching scheme, we use OMNeT++ as a simulation tool with various parameters. From the simulation results, one can find that the proposed scheme can provides outstanding characteristics in terms of both jitter characteristic for audio traffic and transmission efficiency of data traffics.

SURFACE CHANCE OF EXTERNAL HEXAGON OF IMPLANT FIXTURE AND INTERNAL HEXAGON OF ABUTMENT AFTER REPEATED DELIVERY AND REMOVAL OF ABUTMENT (지대주의 반복적인 착탈에 따른 임플랜트 고정체의 external hexagon과 지대주 internal hexagon의 변화에 관한 연구)

  • Jung Seok-Won;Kim Hee-Jung;Chung Chae-Heon
    • The Journal of Korean Academy of Prosthodontics
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    • v.43 no.4
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    • pp.528-543
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    • 2005
  • Statement of problem: Repeated delivery and removal of abutment cause some changes such as wear, scratch or defect of hexagonal structure. It may increase the value of rotational freedom(RF) between hexagonal structures. Purpose: The purpose of this study was to evaluate surface changes and rotational freedom between the external hexagon of the implant fixture and internal hexagon of abutment after repeated delivery and removal under SEM and toolmaker's microscope. Materials and methods: Implant systems used for this study were 3i and Avana. Seven pail's of implant fixture, abutment and abutment screws for each system were selected and all fixtures were perpendicularly mounted in liquid unsaturated polyesther with dental surveyor. Each one was embedded beneath the platform of fixture. Surfaces of hexagonal structure before repeated closing and opening of abutment were observed using SEM and rotational freedom was measured by using toolmaker's microscope. Each abutment was secured to the implant future by each abutment screw with recommended torque value using a digital torque controller and was repeatedly delivered and removed by 20 times respectively. After experiment, evaluation for the change of hexagonal structures and measurement of rotational freedom were performed. Result : The results were as follows; 1. Wear of contact area between implant fixture and abutment was considerable in both 3i and Avana system. Scratches and defects were frequently observed at the line-angle of hexagonal structures of implant fixture and abutment. 2. In the SEM view of the external hexagon of implant fixture, the point-angle areas at the corner edge of hexagon were severely worn out in both systems. It was more notable in the case of 3i systems than in that of Avana systems. 3. In the SEM view of the internal hexagon of abutment, Gingi-Hue abutment of 3i systems showed severe wear in micro-stop contacts that were machined into the corners to prevent rotation and cemented abutment of Avana systems showed wear in both surface area adjacent to the corner mating with external hexagon of implant fixture. 4 The mean values of rotational freedom between the external hexagon of the implant fixture and internal hexagon of abutment were 0.48$\pm$0.04$^{\circ}$ in pre-tested 3i systems and 1.18$\pm$0.25$^{\circ}$ after test, and 1.80$\pm$0.04$^{\circ}$ in pre-tested Avana systems and 2.61$\pm$0.16$^{\circ}$ after test. 5. Changes of rotational freedom after test shouted statistical)y a significant increase in both 3i and Avana systems(P<0.05, paired t-test). 6. Statistically, there was no significant difference between amount of increase in the rotational freedom of 3i systems and amount of increase in that of Avana ones(P>0.05, unpaired t-test). Conclusion: Conclusively, it was considered that repeated delivery and remove of abutment by 20 times would not have influence on screw joint stability. However, it caused statistically the significant change of rotational freedom in tested systems. Therefore, it is suggested that repeated delivery and remove of abutment should be minimal as possible as it could be and be done carefully Additionally, it is suggested that the means or treatment to prevent the wear of mating components should be devised.

Investigating the Influence of Perceived Usefulness and Self-Efficacy on Online WOM Adoption Based on Cognitive Dissonance Theory: Stick to Your Own Preference VS. Follow What Others Said (온라인 구전정보 수용자의 지각된 정보유용성과 자기효능감이 구전정보 수용의도에 미치는 영향에 관한 연구: 의견고수와 구전수용의 비교)

  • Lee, Jung Hyun;Park, Joo Seok;Kim, Hyun Mo;Park, Jae Hong
    • Asia pacific journal of information systems
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    • v.23 no.3
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    • pp.131-154
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    • 2013
  • New internet technologies have created a revolutionary new platform which allows consumers to make decision about product price and quality quickly and provides information about themselves through the transcript of online reviews. By expressing their feelings toward products or services on virtual opinion platforms, users extend their influence into cyberspace as electronic word-of-mouth (e-WOM). Existing research indicates that an impact of eWOM on the consumer decision process is influential. For both academic researchers and practitioners, investigating this phenomenon of information sharing in online website is essential given the increasing number of consumers using them as sources of purchase decisions. It is worthwhile to examine the extent to which opinion seekers are willing to accept and adopt online reviews and which factors encourage adoption. Discerning the most motivating aspects of information adoption in particular, could help electronic marketers better promote their brand and presence on the internet. The objectives of this study are to investigate how online WOM influences a persons' purchase decision by discovering which factors encourage information adoption. Especially focused on the self-efficacy, this research investigates how self-efficacy affects on information usefulness and adoption of online information. Although people are exposed to same review or comment about product or service, some accept the reviews while others do not. We notice that accepting online reviews mainly depends on the person's preference or personal characteristics. This study empirically examines this issue by using cognitive dissonance theory. Specifically, in the movie industry, we address few questions-is always positive WOM generating positive effect? What if the movie isn't the person's favorite genre? What if the person who is very self-assertive so doesn't take other's opinion easily? In these cases of cognitive dissonance, is always WOM generating same result? While many studies have focused on one direct of WOM which indicates positive (or negative) informative reviews or comments generate positive (or negative) results and more (or less) profits, this study investigates not only directional properties of WOM but also how people change their opinion towards product or service positive to negative, negative to positive through the online WOM. An experiment was conducted quantitatively by using a sample of 168 users who have experience within the online movie review site, 'Naver Movie'. Users were required to complete a survey regarding reviews and comments taken from the real movie page. The data reflected user's perceptions of online WOM information that determined users' adoption level. Analysis results provide empirical support for the proposed theoretical perspective. When user can't agree with the opinion of online WOM information, in other words, when cognitive dissonance between online WOM information and users' preference occurs, perceived self-efficacy significantly decreases customers' perception of usefulness. And this perception of usefulness plays an important role in determining users' intention to adopt online WOM information. Most of researches have been concentrated on characteristics of online WOM itself such as quality or vividness of information, credibility of source and direction of online WOM, etc. for describing effect of online WOM, but our results suggest that users' personal character (e.g., self-efficacy) plays decisive role for acceptance of online WOM information. Higher self-efficacy means lower possibility to accept the information that represents counter opinion because of cognitive dissonance, whereas the people that have lower self-efficacy are willing to accept the online WOM information as true and refer to purchase decision. This study suggests a model for understanding role of direction of online WOM information. Also, our result implicates the importance of online review supervision and personalized information service by confirming switching opinion negative to positive is more difficult than positive to negative through the online WOM information. This implication would help marketers to manage online reviews of their products or services.