• Journal of Distribution Research
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• v.16 no.1
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• pp.95-115
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• 2011

Food service is the major part of franchise business in Korea, accounting for 69.9% of the brands in the market. As the food service industry becomes mature, many franchisees have struggled to survive in the market. In general, consumers have higher levels of expectation toward service quality of franchised outlets compared that of (non-franchised) independent ones. They also tend to believe that franchisees deliver standardized service at the uniform food price, regardless of their locations. Such beliefs seem to be important reasons that consumers prefer franchised outlets to independent ones. Nevertheless, few studies examined the impact of qualify features of franchisees on customer satisfaction so far. To this end, this study examined the characteristics of various quality features of franchisees in the food service industry, regarding their relationship with customer satisfaction and dissatisfaction. The quality perception of heavy-users was also compared with that of light-users in order to find insights for developing differentiated marketing strategy for the two segments. Customer satisfaction has been understood as a one-dimensional construct while there are recent studies that insist two-dimensional nature of the construct. In this regard, Kano et al. (1984) suggested to categorize quality features of a product or service into five types, based on their relation to customer satisfaction and dissatisfaction: Must-be quality, Attractive quality, One-dimensional quality, Indifferent quality, and Reverse quality. According to the Kano model, customers are more dissatisfied when Must-be quality(M) are not fulfilled, but their satisfaction does not arise above neutral no matter how fully the quality fulfilled. In comparison, customers are more satisfied with a full provision of Attactive quality(A) but manage to accept its dysfunction. One-dimensional quality(O) results in satisfaction when fulfilled and dissatisfaction when not fulfilled. For Indifferent quality(I), its presence or absence influences neither customer satisfaction nor dissatisfaction. Lastly, Reverse quality(R) refers to the features whose high degree of achievement results in customer dissatisfaction rather than satisfaction. Meanwhile, the basic guidelines of the Kano model have a limitation in that the quality type of each feature is simply determined by calculating the mode statistics. In order to overcome such limitation, the relative importance of each feature on customer satisfaction (Better value; b) and dissatisfaction (Worse value; w) were calculated following the formulas below (Timko, 1993). The Better value indicates how much customer satisfaction is increased by providing the quality feature in question. In contrast, the Worse value indicates how much customer dissatisfaction is decreased by providing the quality feature. Better = (A + O)/(A+O+M+I) Worse = (O+M)/(A+O+M+I)(-1) An on-line survey was performed in order to understand the nature of quality features of franchisees in the food service industry by applying the Kano Model. A total of twenty quality features (refer to the Table 2) were identified as the result of literature review in franchise business and a pre-test with fifty college students in Seoul. The potential respondents of our main survey was limited to the customers who have visited more than two restaurants/stores of the same franchise brand. Survey invitation e-mails were sent out to the panels of a market research company and a total of 257 responses were used for analysis. Following the guidelines of Kano model, each of the twenty quality features was classified into one of the five types based on customers' responses to a set of questions: "(1) how do you feel if the following quality feature is fulfilled in the franchise restaurant that you visit," and "(2) how do you feel if the following quality feature is not fulfilled in the franchise restaurant that you visit." The analyses revealed that customers' dissatisfaction with franchisees is commonly associated with the poor level of cleanliness of the store (w=-0.872), kindness of the staffs(w=-0.890), conveniences such as parking lot and restroom(w=-0.669), and expertise of the staffs(w=-0.492). Such quality features were categorized as Must-be quality in this study. While standardization or uniformity across franchisees has been emphasized in franchise business, this study found that consumers are interested only in uniformity of price across franchisees(w=-0.608), but not interested in standardizations of menu items, interior designs, customer service procedures, and food tastes. Customers appeared to be more satisfied when the franchise brand has promotional events such as giveaways(b=0.767), good accessibility(b=0.699), customer loyalty programs(b=0.659), award winning history(b=0.641), and outlets in the overseas market(b=0.506). The results are summarized in a matrix form in Table 1. Better(b) and Worse(w) index indicate relative importance of each quality feature on customer satisfaction and dissatisfaction, respectively. Meanwhile, there were differences in perceiving the quality features between light users and heavy users of any specific franchise brand in the food service industry. Expertise of the staffs was labeled as Must-be quality for heavy users but Indifferent quality for light users. Light users seemed indifferent to overseas expansion of the brand and offering new menu items on a regular basis, while heavy users appeared to perceive them as Attractive quality. Such difference may come from their different levels of involvement when they eat out. The results are shown in Table 2. The findings of this study help practitioners understand the quality features they need to focus on to strengthen the competitive power in the food service market. Above all, removing the factors that cause customer dissatisfaction seems to be the most critical for franchisees. To retain loyal customers of the franchise brand, it is also recommended for franchisor to invest resources in the development of new menu items as well as training programs for the staffs. Lastly, if resources allow, promotional events, loyalty programs, overseas expansion, award-winning history can be considered as tools for attracting more customers to the business.

• Journal of Korean Home Economics Education Association
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• v.19 no.3
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• pp.149-168
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• 2007

The purpose of this study was to analyze the home economics education items in the teacher recruitment examination for secondary school. To achieve the purpose, all the home economics education items, which were carried out for seven times from the school year 2001 to the most recent year 2007, were compared and analyzed. The form of items was analyzed by frequency and rate. Behavioral domain of items was analyzed by content analysis. In this study, some recommendations were suggested for the quality of home economics education items through discussion of science education and society education items, which were abstracted from the school year 2001 to the most recent year 2007. The results of this study were as follows. First, the score ratio of home economics education items was fluid as 20-30% from the school year 2001 to 2004 but it fixed as 30-35% since the school year 2005. In subcategory of home economics education, curriculum items accounted for highest ratio(43%). In the next thing, items of teaching-learning method(35%), evaluation(19%) and philosophy(3%) related to home economics education were followed in order. Second, the form of home economics education items was coexistent form of single item and subordinate item from the school year 2001 to 2004. But it was changed into form of single item by 100% since the school year 2005. Third, regarding the content of home economics education items, most of the curriculum items were related to the content of the 7th National Curriculum. Teaching-learning method items were taken mostly from model of teaching-learning. Evaluation items were taken mostly from performance assessment. Philosophy items related to home economics education were taken only from Habermas's three systems of action on the school year 2005. Fourth, about behavioral domain of home economics education items, most of the curriculum items were level of 'simple knowledge or memory'. Therefore, it was suggested that behavioral domain of curriculum items had to be changed into 'complex knowledge or comprehension and application'. The behavioral domain of teaching-learning method items and education evaluation items was mostly 'complex knowledge or comprehension and application'. However, to bettering the items it was suggested that the behavioral domain of them has to be changed 'comprehension' into more 'application'. Fifth, regarding the coverage of home economics education items, curriculum items were limited only superficial content of the 7th National Curriculum. Therefore, it was suggested that coverage of curriculum items had to be extended to theoretical content, which was philosophical background and various principles of curriculum. It was suggested that coverage of teaching-learning method items had to be extended to the content including various teaching-learning theories and the practical reasoning home economics instruction proved effective as home economics instruction recently. Evaluation items were taken mostly from performance assessment. Therefore, it was suggested that coverage of evaluation items had to be extended to analysis of evaluation result, item validity and reliability, and evaluator's philosophical perspective.

• Journal of Korean Medicine Rehabilitation
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• v.18 no.4
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• pp.39-61
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• 2008

Objectives : The present study was performed to investigate whether acupuncture stimulation in the rats affected regeneration properties of the injured sciatic nerve. A differential effect of acupuncture stimulation on the one point near the spinal nerve root controlling sciatic nerve activity and the other point in the peripheral area subordinated by injured nerve was compared. Materials and Methods: Rat sciatic nerves were injured by crush, and the effects on axonal regeneration on injured sciatic nerves were evaluated by acupuncture stimulation at two different regions. In proximal acupuncture stimulation group, acupuncture stimulation was performed on Huatuo Jiaji(EX B2) points located from L5 to S1 vertebral levels to stimulate the nearest spinal nerve root that innervates sciatic nerves. In distal acupuncture stimulation group, acupuncture stimulation was performed on Zusanli(ST 36) and Weizhong(BL 40) points to stimulate at peripheral area dominated by injured sciatic nerves. Acupuncture stimulation was given every other days for 1 or 2 weeks. Sciatic nerve tissues collected from acupuncture stimulation experimental groups, injury control group, and intact animal group were used for protein analysis by Western blotting or Hoechst nuclear staining. To determine axonal regeneration, Dil fluorescence dye was injected into the sciatic nerve 0.5 cm distal to the injury site in individual animal groups and Dil-labeled cells by retrograde tracing were measured in the DRG at lumbar 5 or in the spinal cord. DRG sensory neurons prepared from individual animal groups were used to measure the extent of neurite outgrowth and for immunofluorescence staining with anti-GAP-43 antibody. Results : Animal groups given proximal or distal acupuncture stimulation showed upregulation of GAP-43 and Cdc2 protein levels in the sciatic nerve at 7 days after injury. Cdk2 protein levels were strongly induced by nerve injury, but did not show changes by acupuncture stimulation. Phospho-Erk1/2 protein levels were elevated by acupuncture stimulation above those present in the injury control animals. These increase in regeneration-associated protein levels appeared to be related with increase cell proliferation in the injured sciatic nerves. Hoechst 33258 staining of sciatic nerve tissue to visualize nuclei of individual cells showed increased Schwann cell number in the distal portion of the injured nerve 7 and 14 days after injury and further increases by acupuncture stimulation particularly at the proximal position. Measurement of axonal regeneration by retrograde tracing showed significantly increased Dil-labeled cells in proximal acupuncture stimulation group compared to distal acupuncture stimulation group and injury control group. Finally, an evaluation of axonal regeneration by retrograde tracing showed increased number of Dil labeled cells in the DRG at lumbar 5 or in the ventral horn of the spinal cord at lower thoracic level at 7 days after nerve injury. Conclusions : The present data show that the proximal acupuncture stimulation at Huatuo Jiaji(EX B2) points governing injured sciatic nerves was more effective for axonal regeneration than the distal acupuncture stimulation. Further studies on functional recovery or associated molecular mechanisms should be critical for developing animal models and clinical applications.

• Journal of Intelligence and Information Systems
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• v.20 no.4
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• pp.59-87
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• 2014

In MIS field, the researches on payment services are focused on adoption factors of payment service using behavior theories such as TRA(Theory of Reasoned Action), TAM(Technology Acceptance Model), and TPB (Theory of Planned Behavior). The previous researches presented various adoption factors according to types of payment service, nations, culture and so on even though adoption factors of identical payment service were presented differently by researchers. The payment service industry relatively has strong path dependency to the existing payment methods so that the research results on the identical payment service are different due to payment culture of nation. This paper aims to suggest a successful adoption factor of noble payment service regardless of nation's culture and characteristics of payment and prove it. In previous researches, common adoption factors of payment service are convenience, ease of use, security, convenience, speed etc. But real cases prove the fact that adoption factors that the previous researches present are not always critical to success to penetrate a market. For example, PayByPhone, NFC based parking payment service, successfully has penetrated to early market and grown. In contrast, Google Wallet service failed to be adopted to users despite NFC based payment method which provides convenience, security, ease of use. As shown in upper case, there remains an unexplained aspect. Therefore, the present research question emerged from the question: "What is the more essential and fundamental factor that should takes precedence over factors such as provides convenience, security, ease of use for successful penetration to market". With these cases, this paper analyzes four cases predicted on the following hypothesis and demonstrates it. "To successfully penetrate a market and sustainably grow, new payment service should find non-customer of the existing payment service and provide noble payment method so that they can use payment method". We give plausible explanations for the hypothesis using multiple case studies. Diners club, Danal, PayPal, Square were selected as a typical and successful cases in each category of payment service. The discussion on cases is primarily non-customer analysis that noble payment service targets on to find the most crucial factor in the early market, we does not attempt to consider factors for business growth. We clarified three-tier non-customer of the payment method that new payment service targets on and elaborated how new payment service satisfy them. In case of credit card, this payment service target first tier of non-customer who can't pay for because they don't have any cash temporarily but they have regular income. So credit card provides an opportunity which they can do economic activities by delaying the date of payment. In a result of wireless phone payment's case study, this service targets on second of non-customer who can't use online payment because they concern about security or have to take a complex process and learn how to use online payment method. Therefore, wireless phone payment provides very convenient payment method. Especially, it made group of young pay for a little money without a credit card. Case study result of PayPal, online payment service, shows that it targets on second tier of non-customer who reject to use online payment service because of concern about sensitive information leaks such as passwords and credit card details. Accordingly, PayPal service allows users to pay online without a provision of sensitive information. Final Square case result, Mobile POS -based payment service, also shows that it targets on second tier of non-customer who can't individually transact offline because of cash's shortness. Hence, Square provides dongle which function as POS by putting dongle in earphone terminal. As a result, four cases made non-customer their customer so that they could penetrate early market and had been extended their market share. Consequently, all cases supported the hypothesis and it is highly probable according to 'analytic generation' that case study methodology suggests. We present for judging the quality of research designs the following. Construct validity, internal validity, external validity, reliability are common to all social science methods, these have been summarized in numerous textbooks(Yin, 2014). In case study methodology, these also have served as a framework for assessing a large group of case studies (Gibbert, Ruigrok & Wicki, 2008). Construct validity is to identify correct operational measures for the concepts being studied. To satisfy construct validity, we use multiple sources of evidence such as the academic journals, magazine and articles etc. Internal validity is to seek to establish a causal relationship, whereby certain conditions are believed to lead to other conditions, as distinguished from spurious relationships. To satisfy internal validity, we do explanation building through four cases analysis. External validity is to define the domain to which a study's findings can be generalized. To satisfy this, replication logic in multiple case studies is used. Reliability is to demonstrate that the operations of a study -such as the data collection procedures- can be repeated, with the same results. To satisfy this, we use case study protocol. In Korea, the competition among stakeholders over mobile payment industry is intensifying. Not only main three Telecom Companies but also Smartphone companies and service provider like KakaoTalk announced that they would enter into mobile payment industry. Mobile payment industry is getting competitive. But it doesn't still have momentum effect notwithstanding positive presumptions that will grow very fast. Mobile payment services are categorized into various technology based payment service such as IC mobile card and Application payment service of cloud based, NFC, sound wave, BLE(Bluetooth Low Energy), Biometric recognition technology etc. Especially, mobile payment service is discontinuous innovations that users should change their behavior and noble infrastructure should be installed. These require users to learn how to use it and cause infra-installation cost to shopkeepers. Additionally, payment industry has the strong path dependency. In spite of these obstacles, mobile payment service which should provide dramatically improved value as a products and service of discontinuous innovations is focusing on convenience and security, convenience and so on. We suggest the following to success mobile payment service. First, non-customers of the existing payment service need to be identified. Second, needs of them should be taken. Then, noble payment service provides non-customer who can't pay by the previous payment method to payment method. In conclusion, mobile payment service can create new market and will result in extension of payment market.

• Journal of Information Management
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• v.6 no.5
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• pp.131-134
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• 1973

본고(本稿)시리이즈의 제1보(第一報)에서 우리는 물리(物理), 사회과학(社會科學) 및 공학분야(工學分野)의 12,442명(名)의 과학자(科學者)와 기술자(技術者)에 대한 정보교환활동(情報交換活動)의 78례(例)에 있어서 일반과정(一般過程)과 몇 가지 결과(結果)를 기술(記述)한 바 있다. 4년반(年半) 이상(以上)의 기간(其間)($1966{\sim}1971$)에서 수행(遂行)된 이 연구(硏究)는 현재(現在)의 과학지식(科學知識)의 집성체(集成體)로 과학자(科學者)들이 연구(硏究)를 시작(始作)한 때부터 기록상(記錄上)으로 연구결과(硏究結果)가 취합(聚合)될 때까지 각종(各種) 정형(定形), 비정형(非定形) 매체(媒體)를 통한 유통정보(流通情報)의 전파(傳播)와 동화(同化)에 대한 포괄적(包括的)인 도식(圖式)으로 표시(表示)할 수 있도록 설정(設定)하고 또 시행(施行)되었다. 2보(二報), 3보(三報), 4보(四報)에서는 데이터 뱅크에 수집(蒐集) 및 축적(蓄積)된 데이터의 일반적(一般的)인 기술(記述)을 적시(摘示)하였다. (1) 과학(科學)과 기술(技術)의 정보유통(情報流通)에 있어서 국가적(國家的) 회합(會合)의 역할(役割)(Garvey; 4보(報)) 국가적(國家的) 회합(會合)은 투고(投稿)와 이로 인한 잡지중(雜誌中) 게재간(揭載間)의 상대적(相對的)인 오랜 기간(期間)동안 이러한 연구(硏究)가 공개매체(公開媒體)로 인하여 일시적(一時的)이나마 게재여부(揭載如否)의 불명료성(不明瞭性)을 초래(招來)하기 전(前)에 과학연구(科學硏究)의 초기전파(初期傳播)를 위하여 먼저 행한 주요(主要) 사례(事例)와 마지막의 비정형매체(非定形媒體)의 양자(兩者)를 항상 조직화(組織化)하여 주는 전체적(全體的)인 유통과정(流通過程)에 있어서 명확(明確)하고도 중요(重要)한 기능(機能)을 갖는다는 것을 알 수 있었다. (2) 잡지(雜誌)에 게재(揭載)된 정보(情報)의 생산(生産)과 관련(關聯)되는 정보(情報)의 전파과정(傳播過程)(Garvey; 1보(報)). 이 연구(硏究)를 위해서 우리는 정보유통과정(情報流通過程)을 따라 많은 노력(努力)을 하였는데, 여기서 유통과정(流通過程)의 인상적(印象的)인 면목(面目)은 특별(特別)히 연구(硏究)로부터의 정보(情報)는 잡지(雜誌)에 게재(揭載)되기까지 진정으로는 공개적(公開的)이 못된다는 것과 이러한 사실(事實)은 선진연구(先進硏究)가 자주 시대(時代)에 뒤떨어지게 된다는 것을 발견할 수 있었다. 경험(經驗)이 많은 정보(情報)의 수요자(需要者)는 이러한 폐물화(廢物化)에 매우 민감(敏感)하며 자기(自己) 연구(硏究)에 당면한, 진행중(進行中)이거나 최근(最近) 완성(完成)된 연구(硏究)에 대하여 정보(情報)를 얻기 위한 모든 수단(手段)을 발견(發見)코자 하였다. 예를 들어, 이들은 잡지(雜誌)에 보문(報文)을 발표(發表)하기 전(前)에 발생(發生)하는 정보전파과정(情報傳播過程)을 통하여 유루(遺漏)될지도 모르는 정보(情報)를 얻기 위하여 한 잡지(雜誌)나 2차자료(二次資料) 또는 전형적(典型的)으로 이용(利用)되는 다른 잡지류중(雜誌類中)에서 당해정보(當該情報)가 발견(發見)되기를 기다리지 않는다는 것이다. (3) "정보생산 과학자(情報生産 科學者)"에 의한 정보전파(情報傳播)의 계속성(繼續性)(이 연구(硏究) 시리이즈의 결과(結果)는 본고(本稿)의 주내용(主內容)으로 되어 있다.) 1968/1969년(年)부터 1970/1971년(年)의 이년기간(二年期間)동안 보문(報文)을 낸 과학자(科學者)(1968/1969년(年) 잡지중(雜誌中)에 "질이 높은" 보문(報文)을 발표(發表)한)의 약 2/3는 1968/1969의 보문(報文)과 동일(同一)한 대상영역(對象領域)의 연구(硏究)를 계속(繼續) 수행(遂行)하였다. 그래서 우리는 본연구(本硏究)에 오른 대부분(大部分)의 저자(著者)가 정상적(正常的)인 과학(科學), 즉 연구수행중(硏究遂行中) 의문(疑問)에 대한 완전(完全)한 해답(解答)을 얻게 되는 가장 중요(重要)한 추구(追求)로서 Kuhn(제5보(第5報))에 의하여 기술(技術)된 방법(방법)으로 과학(연구)(科學(硏究))을 실행(實行)하였음을 알았다. 최근(最近)에 연구(硏究)를 마치고 그 결과(結果)를 보문(報文)으로서 발표(發表)한 이들 과학자(科學者)들은 다음 단계(段階)로 해야 할 사항(事項)에 대하여 선행(先行)된 동일견해(同一見解)를 가진 다른 연구자(硏究자)들의 연구(硏究)와 대상(對象)에 밀접(密接)하게 관련(關聯)되고 있다. 이 계속성(繼續性)의 효과(效果)에 대한 지표(指標)는 보문(報文)과 동일(同一)한 영역(領域)에서 연구(硏究)를 계속(繼續)한 저자(著者)들의 약 3/4은 선행(先行) 보문(報文)에 기술(技術)된 연구결과(硏究結果)에서 직접적(直接的)으로 새로운 연구(硏究)가 유도(誘導)되었음을 보고(報告)한 사항(事項)에 반영(反映)되어 있다. 그렇지만 우리들의 데이터는 다음 영역(領域)으로 기대(期待)하지 않은 전환(轉換)을 일으킬 수도 있음을 보여주고 있다. 동일(同一) 대상(對象)에서 연구(硏究)를 속행(續行)하였던 저자(著者)들의 1/5 이상(以上)은 뒤에 새로운 영역(領域)으로 연구(硏究)를 전환(轉換)하였고 또한 이 영역(領域)에서 연구(硏究)를 계속(繼續)하였다. 연구영역(硏究領域)의 이러한 변화(變化)는 연구자(硏究者)의 일반(一般) 정보유통(情報流通) 패턴에 크게 변화(變化)를 보이지는 않는다. 즉 새로운 지적(知的) 문제(問題)에 대한 변화(變化)에서 야기(惹起)되는 패턴에 있어서 저자(著者)들은 오래된 문제(問題)의 방법(方法)과 기술(技術)을 새로운 문제(問題)로 맞추려 한다. 과학사(科學史)의 최근(最近) 해석(解釋)(Hanson: 6보(報))에서 예기(豫期)되었던 바와 같이 정상적(正常的)인 과학(科學)의 계속성(繼續性)은 항상 절대적(絶對的)이 아니며 "과학지식(科學知識)"의 첫발자욱은 예전 연구영역(硏究領域)의 대상(對象)에 관계(關係)없이 나타나는 다른 영역(領域)으로 내딛게 될지도 모른다. 우리들의 연구(硏究)에서 저자(著者)의 1/3은 동일(同一) 영역(領域)의 대상(對象)에서 속계적(續繼的)인 연구(硏究)를 수행(遂行)치 않고 새로운 영역(領域)으로 옮아갔다. 우리는 이와 같은 데이터를 (a) 저자(著者)가 각개과학자(各個科學者)의 활동(活動)을 통하여 집중적(集中的)인 과학적(科學的) 노력(努力)을 시험(試驗)할 때 각자(各自)의 연구(硏究)에 대한 많은 양(量)의 계속성(繼續性)이 어떤 진보중(進步中)의 과학분야(科學分野)에서도 나타난다는 것과 (b) 이 계속성(繼續性)은 과학(科學)에 대한 집중적(集中的) 진보(進步)의 필요적(必要的) 특질(特質)이라는 것을 의미한다. 또한 우리는 이 계속성(繼續性)과 관련(關聯)되는 유통문제(流通問題)라는 새로운 대상영역(對象領域)으로 전환(轉換)할 때 연구(硏究)의 각단계(各段階)의 진보(進步)와 새로운 목적(目的)으로 전환시(轉換時) 양자(兩者)가 다 필요(必要)로 하는 각개(各個) 과학자(科學者)의 정보수요(情報需要)를 위한 시간(時間) 소비(消費)라는 것을 탐지(探知)할 수 있다. 이러한 관찰(觀察)은 정보(情報)의 선택제공(選擇提供)시스팀이 현재(現在) 필요(必要)로 하는 정보(情報)의 만족(滿足)을 위하여는 효과적(效果的)으로 매우 융통성(融通性)을 띠어야 한다는 것을 암시(暗示)하는 것이다. 본고(本稿)의 시리이즈에 기술(記述)된 전정보유통(全情報流通) 과정(過程)의 재검토(再檢討) 결과(結果)는 과학자(科學者)들이 항상 그들의 요구(要求)를 조화(調和)시키는 신축성(伸縮性)있는 유통체제(流通體制)를 발전(發展)시켜 왔다는 것을 시사(示唆)해 주고 있다. 이 시스팀은 정보전파(情報傳播) 사항(事項)을 중심(中心)으로 이루어 지며 또한 이 사항(事項)의 대부분(大部分)의 참여자(參與者)는 자기자신(自己自身)이 과학정보(科學情報) 전파자(傳播者)라는 기본적(基本的)인 정보전파체제(情報傳播體制)인 것이다. 그러나 이 과정(過程)의 유통행위(流通行爲)에서 살펴본 바와 같이 우리는 대부분(大部分)의 정보전파자(情報傳播者)가 역시 정보(情報)의 동화자(同化者)-다시 말해서 과학정보(科學情報)의 생산자(生産者)는 정보(情報)의 이용자(利用者)라는 것을 알 수 있다. 이 연구(硏究)에서 전형적(典型的)인 과학자((科學者)는 과학정보(科學情報)의 생산(生産)이나 전파(傳播)의 양자(兩者)에 연속적(連續的)으로 관계(關係)하고 있음을 보았다. 만일(萬一) 연구자(硏究者)가 한 편(編)의 연구(硏究)를 완료(完了)한다면 이 연구자(硏究者)는 다음에 무엇을 할 것이냐 하는 관념(觀念)을 갖게 되고 따라서 "완료(完了)된" 연구(硏究)에 관한 정보(情報)를 이용(利用)하여 동시(同時)에 새로운 일을 시작(始作)하게 된다. 예를 들어, 한 과학자(科學者)가 동일(同一) 영역(領域)의 다른 동료연구자(同僚硏究者)에게 완전(完全)하며 이의(異議)에 방어(防禦)할 수 있는 보고서(報告書)를 제공(提供)할 수 있는 단계(段階)에 도달(到達)하였다면 우리는 이 과학자(科學者)가 정보유통과정(情報流通過程)에서 많은 역할(役割)을 해낼 수 있다는 것을 알 것이다. 즉 이 과학자(科學者)는 다른 과학자(科學者)들에게 최신(最新)의 과학적(科學的) 결과(結果)를 제공(提供)할 때 하나의 과학정보(科學情報) 전파자(傳播者)가 되며, 이 연구(硏究)의 의의(意義)와 타당성(妥當性)에 관한 논평(論評)이나 비평(批評)을 동료(同僚)로부터 구(求)하는 관점(觀點)에서 보면 이 과학자(科學者)는 하나의 정보탐색자(情報探索者)가 된다. 또한 장래(將來)의 이용(利用)을 위하여 증정(贈呈)이나 동화(同化)한 이 정보(情報)로부터 피이드백을 받아 드렸을 때의 범주(範疇)에서 보면 (잡지(雜誌)에 투고(投稿)하기 위하여 원고(原稿)를 작성(作成)하는 경우에 있어서와 같이) 과학자(科學者)는 하나의 정보이용자(情報利用者)가 되고 이러한 모든 가능성(可能性)에서 정보생산자(情報生産者)는 다음 정보생산(情報生産)에 이미 들어가 있다고 볼 수 있다(저자(著者)들의 2/3는 보문(報文)이 게재(揭載)되기 전(前)에 이미 새로운 연구(硏究)를 시작(始作)하였다). 과학자(科學者)가 자기연구(自己硏究)를 마치고 예비보고서(豫備報告書)를 만든 후(後) 자기연구(自己硏究)에 관한 정보(情報)의 전파(傳播)를 계속하게 되는데 이와 관계(關係)되는 일반적(一般的)인 패턴을 보면 소수(少數)의 동료(同僚)그룹에 출석(出席)하는 경우 (예로 지역집담회)(地域集談會))와 대중(大衆) 앞에서 행(行)하는 경우(예로 국가적 회합(國家的 會合)) 등이 있다. 그러는 동안에 다양성(多樣性) 있는 성문보고서(成文報告書)가 이루어진다. 그러나 과학자(科學者)들이 자기연구(自己硏究)를 위한 주정보전파목표(主情報傳播目標)는 과학잡지중(科學雜誌中)에 게재(揭載)되는 보문(報文)이라는 것이 명확(明確)한 사실(事實)인 것이다. 이러한 목표(目標)에 도달(到達)할 때까지의 각(各) 정보전파단계(情報傳播段階)에서 과학자(科學者)들은 목표달성(目標達成)을 위하여 청중(聽衆), 자기동화(自己同化)된 정보(情報) 및 이미 이용(利用)된 정보(情報)로부터 피이드백을 탐색(探索)하게 된다. 우리가 본고(本稿)의 시리이즈중(中)에 표현(表現)하려 했던 바와 같이 이러한 활동(活動)은 조사수임자(調査受任者)의 의견(意見)이 원고(原稿)에 반영(反映)되고 또 그 원고(原稿)가 잡지게재(雜誌揭載)를 위해 수리(受理)될 때까지 계속적(繼續的)으로 정보(情報)를 탐색(探索)하는 과학자(科學者)나 기타(其他)사람들에게 효과적(效果的)이었다. 원고(原稿)가 수리(受理)되면 그 원고(原稿)의 저자(著者)들은 그 보문(報文)의 주내용(主內容)에 대하여 적극적(積極的)인 정보전파자(情報傳播者)로서의 역할(役割)을 종종 중지(中止)하는 일이 있는데 이때에는 저자(著者)들의 역할(役割)이 변화(變化)하는 것을 볼 수 있었다. 즉 이 저자(著者)들은 일시적(一時的)이긴 하나 새로운 일을 착수(着手)하기 위하여 정보(情報)의 동화자(同化者)를 찾게 된다. 또한 전(前)에 행한 일에 대한 의견(意見)이나 비평(批評)이 새로운 일에 영향(影響)을 끼치게 된다. 동시(同時)에 새로운 과학정보생산(科學情報生産) 과정(過程)에 들어가게 되고 현재(現在) 진행중(進行中)이거나 최근(最近) 완료(完了)한 연구(硏究)에 대한 정보(情報)를 항상 찾게 된다. 활발(活潑)한 연구(硏究)를 하는 과학자(科學者)들에게는, 동화자(同化者)로서의 역할(役割)과 전파자(傳播者)로서의 역할(役割)을 분리(分離)시킨다는 것은 실제적(實際的)은 못된다. 즉 후자(後者)를 완성(完成)하기 위해서는 전자(前者)를 이용(利用)하게 된다는 것이다. 과학자(科學者)들은 한 단계(段階)에서 한 전파자(傳播者)로서의 역할(役割)이 뚜렷하나 다른 단계(段階)에서는 정보교환(情報交換)이 기본적(基本的)으로 정보동화(情報同化)에 직결(直結)되고 있는 것이다. 정보전파자(情報傳播者)와 정보동화자간(情報同化者間)의 상호관계(相互關係)(또는 정보생산자(情報生産者)와 정보이용자간(情報利用者間))는 과학(科學)에 있어서 하나의 필수양상(必修樣相)이다. 과학(科學)의 유통구조(流通構造)가 전파자(傳播者)(이용자(利用者)로서의 역할(役割)보다는)의 필요성(必要性)에서 볼 때 복잡(複雜)하고 다이나믹한 시스팀으로 구성(構成)된다는 사실(事實)은 과학(科學)의 발전과정(發展過程)에서 필연적(必然的)으로 나타난다. 이와 같은 사실(事實)은 과학정보(科學情報)의 전파요원(傳播要員)이 국가적 회합(國家的 會合)에서 자기연구(自己硏究)에 대한 정보(情報)의 전파기회(傳播機會)를 거절(拒絶)하고 따라서 전파정보(電波情報)를 판단(判斷)하고 선별(選別)하는 것을 감소(減少)시키며 결과적(結果的)으로 잡지(雜誌)나 단행본(單行本)에서 비평(批評)을 하고 추고(推敲)하는 것이 배제(排除)될 때는 유형적(有形的) 과학(科學)은 급속(急速)히 비과학성(非科學性)을 띠게 된다는 것을 Lysenko의 생애(生涯)에 대한 Medvedev의 기술중(記述中)[7]에 지적(指摘)한 것과 관계(關係)되고 있다.