• Journal of Global Scholars of Marketing Science
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• 제17권2호
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• pp.1-29
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• 2007

The flow theory becomes one of the most important frameworks in the internet research arena. Hoffman and Novak proposed a hierarchical flow model showing the antecedents and outcomes of flow and the relationship among these variables in the hyper-media computer circumstances (Hoffman and Novak 1996). This model was further tested after their initial research (Novak, Hoffman, and Yung 2000). At their paper, Hoffman and Novak explained that the balance of challenge and skill leads to flow which means the positive optimal state of mind (Hoffman and Novak 1996). An imbalance between challenge and skill, leads to negative states of mind like anxiety, boredom, apathy (Csikszentmihalyi and Csikszentmihalyi 1988). Almost all research on the flow 4-channel model have been focusingon flow, the positive state of mind (Ellis, Voelkl, and Morris 1994 Mathwick and Rigdon 2004). However, it also needs to examine the formation of the negative states of minds and their outcomes. Flow researchers explain play or playfulness as antecedents or the early state of flow. However, play has been regarded as a distinct concept from flow in the flow literatures (Hoffman and Novak 1996; Novak, Hoffman, and Yung 2000). Mathwick and Rigdon discovered the influences of challenge and skill on play; they also observed the influence of play on web-loyalty and brand loyalty (Mathwick and Rigdon 2004). Unfortunately, they did not go so far as to test the influences of play on state of mind. This study focuses on the relationships between state of mind in the flow 4-channel model and play. Early research has attempted to hypothetically explain state of mind in flow theory, but has not been tested except flow until now. Also the importance of play has been emphasized in the flow theory, but has not been tested in the flow 4-channel model context. This researcher attempts to analyze the relationships among state of mind, skill of play, challenge, state of mind and web loyalty. For this objective, I developed a measure for state of mind and defined the concept of play as a trait. Then, the influences of challenge and skill on the state of mind and play under on-line shopping conditions were tested. Also the influences of play on state of mind were tested and those of flow and play on web loyalty were highlighted. 294 undergraduate students participated in this research survey. They were asked to respond about their perceptions of challenge, skill, state of mind, play, and web-loyalty to on-line shopping mall. Respondents were restricted to students who bought products on-line in a month. In case of buying products at two or more on-line shopping malls, they asked to respond about the shopping mall where they bought the most important one. Construct validity, discriminant validity, and convergent validity were used to check the measurement validations. Also, Cronbach's alpha was used to check scale reliability. A series of exploratory factor analyses was conducted. This researcher conducted confirmatory factor analyses to assess the validity of measurements. All items loaded significantly on their respective constructs. Also, all reliabilities were greater than.70. Chi-square difference tests and goodness of fit tests supported discriminant and convergent validity. The results of clustering and ANOVA showed that high challenge and high skill leaded to flow, low challenge and high skill leaded to boredom, and low challenge and low skill leaded to apathy. But, it was different from my expectation that high challenge and low skill didnot lead to anxiety but leaded to apathy. The results also showed that high challenge and high skill, and high challenge and low skill leaded to the highest play. Low challenge leaded to low play. 4 Structural Equation Models were built by flow, anxiety, boredom, apathy for analyzing not only the impact of play on state of mind and web-loyalty, but also that of state of mind on web-loyalty. According the analyses results of these models, play impacted flow and web-loyalty positively, but impacted anxiety, boredom, and apathy negatively. Results also showed that flow impacted web-loyalty positively, but anxiety, boredom, and apathy impacted web-loyalty negatively. The interpretations and implications of the test results of the hypotheses are as follows. First, respondents belonging to different clusters based on challenge and skill level experienced different states of mind such as flow, anxiety, boredom, apathy. The low challenge and low skill group felt the highest anxiety and apathy. It could be interpreted that this group feeling high anxiety or fear, then avoided attempts to shop on-line. Second, it was found that higher challenge leads to higher levels of play. Test results show that the play level of the high challenge and low skill group (anxiety group) was higher than that of the high challenge and high skill group (flow group). However, this was not significant. Third, play positively impacted flow and negatively impacted boredom. The negative impacts on anxiety and apathy were not significant. This means that the combination of challenge and skill creates different results. Forth, play and flow positively impacted web-loyalty, but anxiety, boredom, apathy had negative impacts. The effect of play on web-loyalty was stronger in case of anxiety, boredom, apathy group than fl ow group. These results show that challenge and skill influences state of mind and play. Results also demonstrate how play and flow influence web-loyalty. It implies that state of mind and play should be the core marketing variables in internet marketing. The flow theory has been focusing on flow and on the positive outcomes of flow experiences. But, this research shows that lots of consumers experience the negative state of mind rather than flow state in the internet shopping circumstance. Results show that the negative state of mind leads to low or negative web-loyalty. Play can have an important role with the web-loyalty when consumers have the negative state of mind. Results of structural equation model analyses show that play influences web-loyalty positively, even though consumers may be in the negative state of mind. This research found the impacts of challenge and skill on state of mind in the flow 4-channel model, not only flow but also anxiety, boredom, apathy. Also, it highlighted the role of play in the flow 4-channel model context and impacts on web-loyalty. However, tests show a few different results from hypothetical expectations such as the highest anxiety level of apathy group and insignificant impacts of play on anxiety and apathy. Further research needs to replicate this research and/or to compare 3-channel model with 4-channel model.

• Proceedings of the KAIS Fall Conference
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• 한국산학기술학회 2009년도 추계학술발표논문집
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• pp.339-341
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• 2009

연안역에 대한 관심이 고조되면서 연안역을 따라 많은 산업화와 관광권화가 진행되고 있으나 안전시설에 대한 무관심으로 인해 많은 인적 및 물적 피해가 속출하고 있다. 충청권 연안역이 가지고 있는 지역적(관광, 산업, 방조제 등) 및 자연적(조수, 해일, 지진, 해양기름유출, 해안습지, 태풍 등) 특성을 고려한 연안역 안전시설을 개발하고자 연구를 수행하고 있다. 선행연구로 서해안 연안역 현장조사를 통한 안전시설물의 설치 현황을 살펴보고 이를 분석하였으며, 이를 통해 연안역 안전시설의 성능 및 설계기준, 건설재료 등에 대한 연구를 기획하였다. 연구과제의 최종 수행결과물로서 제시될 해안 안전 시설물 계획 설계 시공 유지관리에 대한 개발추진계획을 제시한다.

• The Journal of the Korean dental association
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• 제8권12호
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• pp.649-658
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• 1970

서울대학교 치과대학 무치의촌 진료반은 하기방학을 이요하여 지난 7월21일부터 30일까지 전국26개군 91개 면에 지도교수 17명 치과의사 36명 학생147명으로 구성원 대규모적인 17개 진료반을 편성 24,750명을 검진하고 16,740명에 무료진료를 하고 돌아왔다. 근대화에 따라 한국농어촌은 상당한 발전의 면모를 보이고 있으나 아직도 의료시설의 부족과 경제적인 궁핍으로 인한 적절한 의료혜택을 받지 못하는 실정일뿐 아니라 국민보건의 기초가 되는 구강보건상태는 거의 무관심에 가깝다. 따라서 본대학 진료반은 적절한 치료봉사를 통해 구강보건계몽과 아울러 농어촌 구강보전 실태에 관한 기본조사를 한바 당분간 치의학도들이 중신이된 진료봉사와 계몽이 농어촌민들에게 고도로 발달된 치과진료의 혜택을 줄 수 있는 길임을 강조하고저 한다.

• Korean Journal of Psychosomatic Medicine
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• 제6권1호
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• pp.85-89
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• 1998

Psychogenic cough is barky, croupy, and explosive and disappears during sleep, and is not affected by antitussive drugs. Physical and radiological examinations of the respiratory tract and other routine laboratory test are normal. It is helpful to recognize this condition early in its course so that appropriate treatment can be instituted before iatrogenic problems resulting in multiple hospitalizations and chronic steroid use occur. We experienced two child and adolescent cases that showing typical psychogenic cough so reported it with the literatures review.

• Journal of the Korean Society of Food Science and Nutrition
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• 제39권8호
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• pp.1220-1230
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• 2010

The purposes of this study were to compare price sensitivity analysis for using environmental-friendly agricultural products in university foodservice between Jeonnam and Gyeongnam areas in Korea and to suggest the optimum guideline for price increase. The questionnaires were distributed to 600 university students respectively in Jeonnam and Gyeongnam area from July 15 to July 25, 2008; among them, 570 students from Jeonnam area and 490 students from Gyeongnam area responded. The results of this study were as follows. First, Indifference price (IDP) were 890 won (Jeonnam area) and 1,050 won (Gyeongnam area); Optimum price point (OPP) were 1,030 won (Jeonnam area) and 1450 won (Gyeongnam area). Price stress range were 140 won (890~1030 won) in Jeonnam area and 400 won (1050~1450 won) in Gyeongnam area. Second, point of marginal cheapness (PMC) were 500 won (Jeonnam area) and 790 won (Gyeongnam area) whereas point of marginal expensiveness (PME) were 1,170 won (Jeonnam area) and 1820 won (Gyeongnam area). Range of acceptable price (RAP) were 670 won (500~1170 won) in Jeonnam area and 1030 won (790~1820 won) in Gyeongnam area. Third, on the basis of IDP percentage and RAP, students in Jeonnam area were more sensitive to meal price increase than students in Gyeongnam area. In contrast, on the basis of Price Stress, students in Gyeongnam area were more sensitive to meal price increase than students in Jeonnam area. Hence, when using environmental-friendly agricultural products in university foodservice, in Jeonnam area, meal price increase should be recommended to be in RAP (500~1170 won), and in Gyeongnam area, meal price increase should be recommended to be in RAP (790~1820 won).

• Journal of the Korean Society of Food Science and Nutrition
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• 제39권1호
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• pp.146-153
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• 2010

The objectives of this study were to explore food-related lifestyle segments of the older consumers, to identify its socio-demographic characteristics, and to investigate the differences in variables regarding health beliefs. A survey was conducted of adults 55 years of age and older living in Seoul, South Korea from March 28 to April 10, 2007. Out of the 500 distributed questionnaires, 361 were retained for final analysis: a response rate of 72.2%. As a result of cluster analysis, five consumer segments were identified; health-managing group, diet-unconcerned group, convenience-oriented group, taste-oriented group, unpracticed group. Significant differences were found among the five segments in terms of socio-demographic characteristics and variables regarding health beliefs (i.e., perceived self-efficacy, perceived barriers, perceived benefits). In the health-managing group and taste-oriented group, mean scores of perceived self-efficacy (p<0.001) and perceived benefits (p<0.001) were significantly higher than other groups. However, in the diet-unconcerned group and convenience-oriented group, the mean scores of perceived barriers (p<0.01) were significantly high. This study shows that foodservice operators targeting the older consumers should consider characteristics of each segment to develop a customized program.

• Science of Emotion and Sensibility
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• 제11권4호
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• pp.489-500
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• 2008

The purpose of this study was to determine the preference and purchasing intention on necktie pattern designs according to male consumers' fashion lift style. Written questionnaires were handed out to 300 male consumers of the 20-40 years old in Seoul and surroundings, who were accessed by a convenience sampling method. The questionnaires were to classify male consumer groups according to the fashion life style, to examine characteristics, needs and wants of each group. The stimuli of 8 kinds of necktie patterns in black & white, and the semantic differential scale were applied to evaluate the preference and purchasing intention on necktie pattern design. A total of 265 samples were analyzed by factor analysis, cluster analysis, ANOVA, crosstabs and $X^2$-test through SPSS package program. Six factors in their fashion life style were extracted as follows: those were 'fashion-oriented', 'traditional conservative', 'brand-flaunting', 'personality-oriented', 'practicality-oriented' and 'unconcerned' life style. With these life style sub-dimensions, male consumers were segmented into five groups: these groups were 'strong personal seekers', 'practical brand seekers', 'traditional personal seekers', 'active fashion seekers', 'unconcerned group'. Each of these groups of male consumers showed significant differences in the preference and purchasing Intension of necktie pattern designs according to their fashion life style.

• Journal of the Korea Academia-Industrial cooperation Society
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• 제21권5호
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• pp.28-38
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• 2020

Semiconductor deposition equipment is an important example of Complex Products and Systems (CoPS) and requires in-depth understanding of user requirements. For this reason, we analyzed and compared users' and producers' perspectives on the quality attributes of semiconductor deposition equipment using the Kano model. The results show that the patterns of users' perspectives were different from those of producers. Out of 22 level-2 quality attributes, producers evaluated all 22 attributes as attractive qualities, but users evaluated only 6 as "attractive," 10 as "indifferent," 2 as "must have," and 4 as "other." Although all quality attributes were attractive for producers, only those related to reliability were attractive or must-have qualities, and all others were "indifferent." This result implies that the perspectives on quality attributes may be different between users and producers, and producers should revise their perspectives and strategies. In addition, the results support the characteristics of CoPS suggested by literature implying that performance is more important than economies of scale and cost reduction. It is suggested that producers of semiconductor deposition equipment strategize their approaches to users by considering the characteristics of CoPS.

• Journal of Nutrition and Health
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• 제53권4호
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• pp.431-444
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• 2020

Purpose: The purposes of this study were to understand the health interest of consumers in the United States and Japan and thus understand the motivation of food choices, in order to provide basic data on the country's strategy based on healthy and correct food choices in the future. Methods: A customer survey was conducted in 2019 from October 18 to 31, and it targeted 115 American and 120 Japanese local consumers between the ages of 20- to 64-years-old. Eight questions were formed using General Health Interest. Based on food choice motivation, 27 questions were reconstructed and asked about demographic information. All data were analyzed by SPSS Statistics (ver. 25). Results: Health consciousness was categorized into 2 types: nutrition-seeking type and preference-seeking type. Based on these 2 factors, customers were grouped into 3 clusters: healthy dietary life-seeking group, nutrition balance-seeking group and health indifference group. Food choice motivation was categorized into 4 types: health, efficiency, value, and mood. All 3 groups showed a high tendency for efficiency in common. The results show that consumers want higher satisfaction with their time and money invested in food consumption. It is believed that the focus and investment of market segmentation strategy should be focused on product development, especially for American and Japanese consumers who are interested in health. Conclusion: The results of this study reflect consumer needs that can assist in the selection of healthy and correct foods in the future.

• Journal of Global Scholars of Marketing Science
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• 제16권3호
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• pp.87-106
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• 2006

Importance of on-line community has been increased and also on-line community has been used as an important marketing tool. Fashion companies also considered that on-line community provides opportunities to develop customer relationship and to improve customer loyalty. The purpose of this study is 1) to identify the characteristics of fashion on-line community, 2) to investigate the differences of factors affecting brand loyalty among fashion lifestyle groups. For data collection, on-line survey was conducted for fashion on-line community members in Daum portal site and total 404 subjects were used for this study. Factor analysis, cluster analysis, and regression analysis were used for data analysis. The results of this study were as follow: first, characteristics of fashion on-line community were classified as three factors: 'interactivity', 'information provision' and 'interest provision'. Second, the impact of fashion on-line community characteristics on brand loyalty were found to be significantly different among lifestyle groups. The results from this empirical study provide basic information for strategic planning about fashion on-line community by analyzing characteristics of on-line community users.