• Title/Summary/Keyword: 주요어 분석

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Analysis of Plants Social Network for Vegetation Management on Taejongdae in Busan Metropolitan City (부산 태종대 식생관리를 위한 식물사회네트워크 분석)

  • Sang-Cheol Lee;Hyun-Mi Kang;Seok-Gon Park;Jae-Bong Baek;Chan-Yeol Yu;In-Chun Hwang;Song-Hyun Choi
    • Korean Journal of Environment and Ecology
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    • v.36 no.6
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    • pp.651-661
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    • 2022
  • Plants social network analysis, which combines plants society and social network analyses, is a new research method for understanding plants society. This study was conducted to investigate the relationship between species, using plant social network analysis targeting Taejongdae in Busan, and build basic data for management. Taejongdae, located in the warm temperate forest in Korea, is a representative coastal forest of Busan Metropolitan City, and the Pinus thunbergii-Eurya japonicacommunity is widely distributed. This study set up 100 quadrats (size of 100m2each) in Taejongdae to investigate the species that emerged and analyzed the interspecies association focusing on major species. Based on the results, a sociogram was created using the Gephi 0.9.2, and the network centrality and structure were analyzed. The results showed that the frequency of appearance was high in the order of P. thunbergii, E. japonica, Quercus serrata, Sorbus alnifolia, Ligustrum japonicum, and Styrax japonicusand that many evergreen broad-leaved trees appeared due to the environmental characteristics of the site. The plants social network of Taejongdae was composed of a small-scale network with 50 nodes and 172 links and was divided into 4 groups through modularization. The succession sere identified through a sociogram confirmed that the group that include P. thunbergiiand E. japonicawould progress to a deciduous broadleaf community dominated by Q. serrataand Carpinus tschonoskii, using hub nodes such as Prunus serrulataf. spontaneaand Toxicodendron trichocarpum. Another succession sere was highly likely to progress to an evergreen broad-leaved community dominated by Machilus thunbergiiand Neolitsea sericea, using M. thunbergiias a medium. In some areas, a transition to a deciduous broad-leaved community dominated by Celtis sinensis, Q. variabilisand Zelkova serratausing Lindera obtusilobaand C. sinensisas hub nodes was expected.

Spatiotemporal and Longitudinal Variability of Hydro-meteorology, Basic Water Quality and Dominant Algal Assemblages in the Eight Weir Pools of Regulated River(Nakdong) (낙동강 8개 보에서 기상수문·기초수질 및 우점조류의 시공간 종적 변동성)

  • Shin, Jae-Ki;Park, Yongeun
    • Korean Journal of Ecology and Environment
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    • v.51 no.4
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    • pp.268-286
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    • 2018
  • The eutrophication and algal blooms by harmful cyanobacteria (CyanoHAs) and freshwater redtide (FRT) that severely experiencing in typical regulated weir system of the Nakdong River are one of the most rapidly expanding water quality problems in Korea and worldwide. To compare with the factors of rainfall, hydrology, and dominant algae, this study explored spatiotemporal variability of the major water environmental factors by weekly intervals in eight weir pools of the Nakdong River from January 2013 to July 2017. There was a distinct difference in rainfall distribution between upstream and downstream regions. Outflow discharge using small-scale hydropower generation, overflow and fish-ways accounted for 37.4%, 60.1% and 2.5%, respectively. Excluding the flood season, the outflow was mainly due to the hydropower release through year-round. These have been associated with the drawdown of water level, water exchange rate, and the significant impact on change of dominant algae. The mean concentration (maximum value) of chlorophyll-a was $17.6mg\;m^{-3}$ ($98.2mg\;m^{-3}$) in the SAJ~GAJ and $29.6mg\;m^{-3}$ ($193.6mg\;m^{-3}$) in the DAS~HAA weir pools reaches, respectively. It has increased significantly in the downstream part where the influence of treated wastewater effluents (TWEs) is high. Indeed, very high values (>50 or $>100mg\;m^{-3}$) of chlorophyll-a concentration were observed at low flow rates and water levels. Algal assemblages that caused the blooms of CyanoHAs and FRT were the cyanobacteria Microcystis and the diatom Stephanodiscus populations, respectively. In conclusion, appropriate hydrological management practices in terms of each weir pool may need to be developed.

The Waveform and Spectrum analysis of Tursiops truncatus (Bottlenose Dolphin) Sonar Signals on the Show at the Aquarium (쇼 학습시 병코돌고래 명음의 주파수 스펙트럼 분석)

  • 윤분도;신형일;이장욱;황두진;박태건
    • Journal of the Korean Society of Fisheries and Ocean Technology
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    • v.36 no.2
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    • pp.117-125
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    • 2000
  • The waveform and spectrum analysis of Tursiops truncatus(bottlenose dolphin) sonar signals were carried out on the basis of data collected during the dolphin show at the aquarium of Cheju Pacificland from October 1998 to February 1999. When greeting to audience, the pulse width, peak frequency and spectrum level from the five dolphins'sonar signals were 3.0ms, 4.54kHz and 125.6dB, respectively. At the time of warm-up just before the show, their figures were 5.0㎳, 5.24kHz and 127.0dB, respectively. During the performance of dolphins, with singing, peak frequency ranged 3.28∼5.78kHz and spectrum level ranged 137.0∼142.0dB. With playing ring, pulse width, peak frequency and spectrum level were 7.0㎳, 2.54kHz and 135.9dB, and when playing the ball, the values were 9.0㎳, 2.78kHz and 135.2dB, respectively. The values determined from the five dolphins during jump-up out of water were : pulse width 2.0㎳, peak frequency 4.50kHz and spectrum level 126.8dB. When they responded to trainer's instructions, the values were 2.25㎳, 248kHz and 148.7dB, respectively, and greeting to audience, the peak frequency and spectrum level were 5.84kHz and 122.5dB. During swimming under water, peak frequency and spectrum level were determined to be 10.10kHz and 126.8dB. It was found that there exited close consistencies in pulse width, frequency distribution and spectrum level between whistle sounds and dolphin's sonar signals. Accordingly, the dolphins can be easily trained by using whistle sound based on the results obtained from the waveform and spectrum of the dolphin's sonar signals.

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The Physiological Responses and Behavior Characteristics of Sensory Stimulation of ADHD Children: A Systematic Review (ADHD아동의 감각자극에 대한 생리학적 반응 특성과 행동학적 특성: 체계적 고찰)

  • Lee, Na-Hael;Kim, Kyeong-Mi
    • The Journal of Korean Academy of Sensory Integration
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    • v.9 no.2
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    • pp.51-60
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    • 2011
  • Objective : The characteristics of physiological responses of ADHD children to sensory stimulation were examined by types of sensory stimulation, measurement tools, and responses. In addition the behavioral characteristics were examined by analyzing items of common problems according to the measuring tool, frequency, and measurement tools. Methods : A systematic review methods were used. Papers published in the Journal between January, 1990 and December 31, 2011 were searched through Riss4U, MEDLINE /PubMed, CINAH. The main terms searched were "ADHD, Children, Sensory processing, Sensory integration, SP, SSP, SOR, TIE, CSP, SEP, EDR", and 15 papers were analyzed. Results : 1. The number of studies on physiological responses of children with ADHD to sensory stimulation was five (33.33 percent), the number of studies on behavioral responses was ten(66.67%), and the number of studies combined the two kinds of study was two (13.33%), where a total of 15 (100%) papers were analyzed. 2. In five studies on the physiological response, there were three studies using tactile and proprioceptive stimulations and two studies using olfactory, auditory, visual, tactile, and vestibular sensories. 3. In ten studies on the behavioral responses, there were five studies using SP, three studies using SSP, two studies using SOR, one study using TIE, and one study using CSP. Conclusion : In the characteristics of physiological responses of children with ADHD children to sensory stimulation, there was in the action potential of the cells in hand region of the primary sensorimotor cortex neurons. It was analyzed that there was an initial state and it appeared show a obvious and fast habituation in the later state; the time of recovery seemed to have many non-specific responses. In the characteristics of behavioral responses, there were inattention / distraction, vestibular processing, sensory processing related to endurance / tone, modulation of sensory input affecting emotional responses, low energy/weak.

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Labor market characteristics of US metropolitan areas and individual earnings attainment : Whites, Blacks, Asians, and Hispanics (미국 대도시지역 노동시장의 특성과 취업 노동자의 개인소득 : 백인, 흑인, 동양인과 남미인)

  • ;Kwon, Sangcheol
    • Journal of the Korean Geographical Society
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    • v.30 no.2
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    • pp.169-187
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    • 1995
  • Contemporary US metropolitan areas have undergone divergent economic transformation, and as a result labor markets have become the focus of concern in their role as determinants of earnings attainment. Explanations of individual earnings attainmnent as a lobor market outcome have been established in two diafferent stances one who emphasizes personal or group attributes in the human capital perspective and the other who emphasizes economic structure in the labor market segmentation perspective. While remaining at the conceptual level and yet relatively unexplored, the importance of place in labormarket operation is a significant advancement as it appears in labor market areas and local labor markets considering that labor market areas represent the intersection of labor market structure and individual labor market experiences at specific geographic places. The substantive inquiry of this study was to explore labor market characteristics and their differentiation across large metropolitan areas, and assess their effects on the individual earnings attainment. Integating individual attributes and labor market characteristics as major factors of labor market operation, this study intended to contextualize individual earnings attainment with geographic labor market areas. Using 1990 US population census 5% "Public-Use Microdata Samples, " the largest 65 metropolitan areas were first selected and employed male workers who are aged between 25 and 50 for whites, blacks, asians, and hispanics. As an initial step earnings differentials between racial/ethnic groups and selected 65 metropolitan areas were examined using analysis of variance, and then earnings differentials were attributed to the individual attributes such as education, age, and immigration status, and four dimensions of metropolitan labor market differentiation devised by principal component analysis of industrial and occupational segments: Public versus Blue Collar Core(CS1), Finance-Core Utility versus Blue Collar Local Monopoly (CS2), Oligopoly versus Blue Collar Periphery(CS3), and Self Employed-White Collar Periphery versus Low-Skill Core(CS4). As a final analysis, individual earnings were related to each individual attribute and its interaction with metropolitan labor market characteristics to examine how the differentiated metropolitan labor market characteristics alter the role of individual attributes on earnings attainment. The findings indicated that individual attributes, education in particular exert significant effects on earnings attainment, but their effects were significantly altered by metropolitan labor market characterristics. Particularly important dimensions were: Oligopoly differentiated from Blue Colla Periphery metropolitan areas enhancing earnings returns to individual attributes for all groups but minority groups (black, asians, hispanics) rely more on this, and Finance-Core Utility differentiated from Blue Collar Local Monopoly metropolitan areas provide higher earnings returns to whites exclusively. These findings suggest that individuals with identical individual attributes involving racial/ethnic categories would have different earnings atteinments depending on the metropolitan labor market characteristics where they reside. Referring back to the major traditions of the human capital and the labor market segmentation in labor market research, the interaction between individual attributes and metropolitan labor market haracteristics on earnings attainment highlights the complimentary nature of the two on earnings determination in particular geographic places, Hence, labor market characteristics differentiatcd across metropolitan areas are an integral part of labor market operation which should be considered for the explanation of individual earnings attainment and racial/ethnic group earnings differentials. Gcographic places are the important contexts for labor market segmentation and individual labor market experiences. In conclusion, this study brings geographic labor markets to the forefront in the examination of individuals' earnings attainments. The empirical vaidation of the role of metropolitan labor market charecteristics on earnings attainment, while exploratory contributes towards a broader perspective of geographic labor market research that recognizes that individuals' labor market experiences are intertwined with geographic contexts of labor market operatin. operatin.

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Development of Menu Labeling System (MLS) Using Nutri-API (Nutrition Analysis Application Programming Interface) (영양분석 API를 이용한 메뉴 라벨링 시스템 (MLS) 개발)

  • Hong, Soon-Myung;Cho, Jee-Ye;Park, Yu-Jeong;Kim, Min-Chan;Park, Hye-Kyung;Lee, Eun-Ju;Kim, Jong-Wook;Kwon, Kwang-Il;Kim, Jee-Young
    • Journal of Nutrition and Health
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    • v.43 no.2
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    • pp.197-206
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    • 2010
  • Now a days, people eat outside of the home more and more frequently. Menu labeling can help people make more informed decisions about the foods they eat and help them maintain a healthy diet. This study was conducted to develop menu labeling system using Nutri-API (Nutrition Analysis Application Programming Interface). This system offers convenient user interface and menu labeling information with printout format. This system provide useful functions such as new food/menu nutrients information, retrieval food semantic service, menu plan with subgroup and nutrient analysis informations and print format. This system provide nutritive values with nutrient information and ratio of 3 major energy nutrients. MLS system can analyze nutrients for menu and each subgroup. And MLS system can display nutrient comparisons with DRIs and % Daily Nutrient Values. And also this system provide 6 different menu labeling formate with nutrient information. Therefore it can be used by not only usual people but also dietitians and restaurant managers who take charge of making a menu and experts in the field of food and nutrition. It is expected that Menu Labeling System (MLS) can be useful of menu planning and nutrition education, nutrition counseling and expert meal management.

A Study on the Characteristics of Chuibyong(翠屛: a Sort of Trellis) in Paintings of Late Joseon Dynasty (조선 후기 회화작품에 나타난 취병(翠屛)의 특성)

  • Jung, Woo-Jin;Sim, Woo-Kyung
    • Journal of the Korean Institute of Traditional Landscape Architecture
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    • v.31 no.4
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    • pp.1-21
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    • 2013
  • This study has researched the characteristics and elements of the chuibyong, a sort of trellis in the Joseon Dynasty through the old pictorial data. The results were as follows; First, as a result of the analysis for the 25 pictorial data in the Joseon Dynasty, the chuibyongs have usually functioned as screening the facility to protect the private life and dividing the spaces of the site, but it was internally regarded as the props which symbolized the dignity and elegance of high class. Especially, not only the faunas such as crane and deer, and the floras such as Pinus densiflora, Musa basjoo, bamboo species and Paulownia coreana, but also various garden elements including oddly shaped stone, pond and pavilion were shown in the surrounding area of the chuibyong, and they were considered as a series of combination that was needed in the ideal garden for the literati. Secondly, the chuibyong was recognized as the ideological object which was typical of the literati culture in the story derived from an ancient event of China. Such image has been reflected intactly in the garden culture, and the chuibyong has been used(considered) as the important scenery of the season to imitate and reenact the Chinese Classical Garden in the narrative painting. Thirdly, in terms of the shape and function, the chuibyong in the paintings in the Joseon Dynasty basically had the function of the shielding and spatial division. Fourthly, the height of the chuibyung was similar to the one of fence which exceeds the person's height or Youngbyek(影壁) which is installed in the front and the rear of the main gate in China, and the various shape's chuibyung was properly set up in many spaces. Lastly, the making of the chuibyong in Joseon Dynasty was related to the trend of the writer's culture which was popular nationally in Ming dynasty rather than the particular functions or the location conditions. Especially, the symbol expression of the chuibyong showed on 'Elegant Gathering in the Western Garden' which was brought from China was recreated in the mansion of the upper class in Hanyang city as the center, and the primary mode for the expression of the wealth and writer's spirit through the chuibyong was transformed into the high-quality's garden element which could be created in the royal palace or the mansion of the upper class. Also, the use of the chuibyung was changed by spreading into the residential style for common people after the mid-nineteenth century, and it means that the chuibyung was developed into Korean styles.

Export Control System based on Case Based Reasoning: Design and Evaluation (사례 기반 지능형 수출통제 시스템 : 설계와 평가)

  • Hong, Woneui;Kim, Uihyun;Cho, Sinhee;Kim, Sansung;Yi, Mun Yong;Shin, Donghoon
    • Journal of Intelligence and Information Systems
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    • v.20 no.3
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    • pp.109-131
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    • 2014
  • As the demand of nuclear power plant equipment is continuously growing worldwide, the importance of handling nuclear strategic materials is also increasing. While the number of cases submitted for the exports of nuclear-power commodity and technology is dramatically increasing, preadjudication (or prescreening to be simple) of strategic materials has been done so far by experts of a long-time experience and extensive field knowledge. However, there is severe shortage of experts in this domain, not to mention that it takes a long time to develop an expert. Because human experts must manually evaluate all the documents submitted for export permission, the current practice of nuclear material export is neither time-efficient nor cost-effective. Toward alleviating the problem of relying on costly human experts only, our research proposes a new system designed to help field experts make their decisions more effectively and efficiently. The proposed system is built upon case-based reasoning, which in essence extracts key features from the existing cases, compares the features with the features of a new case, and derives a solution for the new case by referencing similar cases and their solutions. Our research proposes a framework of case-based reasoning system, designs a case-based reasoning system for the control of nuclear material exports, and evaluates the performance of alternative keyword extraction methods (full automatic, full manual, and semi-automatic). A keyword extraction method is an essential component of the case-based reasoning system as it is used to extract key features of the cases. The full automatic method was conducted using TF-IDF, which is a widely used de facto standard method for representative keyword extraction in text mining. TF (Term Frequency) is based on the frequency count of the term within a document, showing how important the term is within a document while IDF (Inverted Document Frequency) is based on the infrequency of the term within a document set, showing how uniquely the term represents the document. The results show that the semi-automatic approach, which is based on the collaboration of machine and human, is the most effective solution regardless of whether the human is a field expert or a student who majors in nuclear engineering. Moreover, we propose a new approach of computing nuclear document similarity along with a new framework of document analysis. The proposed algorithm of nuclear document similarity considers both document-to-document similarity (${\alpha}$) and document-to-nuclear system similarity (${\beta}$), in order to derive the final score (${\gamma}$) for the decision of whether the presented case is of strategic material or not. The final score (${\gamma}$) represents a document similarity between the past cases and the new case. The score is induced by not only exploiting conventional TF-IDF, but utilizing a nuclear system similarity score, which takes the context of nuclear system domain into account. Finally, the system retrieves top-3 documents stored in the case base that are considered as the most similar cases with regard to the new case, and provides them with the degree of credibility. With this final score and the credibility score, it becomes easier for a user to see which documents in the case base are more worthy of looking up so that the user can make a proper decision with relatively lower cost. The evaluation of the system has been conducted by developing a prototype and testing with field data. The system workflows and outcomes have been verified by the field experts. This research is expected to contribute the growth of knowledge service industry by proposing a new system that can effectively reduce the burden of relying on costly human experts for the export control of nuclear materials and that can be considered as a meaningful example of knowledge service application.

Analysis of Twitter for 2012 South Korea Presidential Election by Text Mining Techniques (텍스트 마이닝을 이용한 2012년 한국대선 관련 트위터 분석)

  • Bae, Jung-Hwan;Son, Ji-Eun;Song, Min
    • Journal of Intelligence and Information Systems
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    • v.19 no.3
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    • pp.141-156
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    • 2013
  • Social media is a representative form of the Web 2.0 that shapes the change of a user's information behavior by allowing users to produce their own contents without any expert skills. In particular, as a new communication medium, it has a profound impact on the social change by enabling users to communicate with the masses and acquaintances their opinions and thoughts. Social media data plays a significant role in an emerging Big Data arena. A variety of research areas such as social network analysis, opinion mining, and so on, therefore, have paid attention to discover meaningful information from vast amounts of data buried in social media. Social media has recently become main foci to the field of Information Retrieval and Text Mining because not only it produces massive unstructured textual data in real-time but also it serves as an influential channel for opinion leading. But most of the previous studies have adopted broad-brush and limited approaches. These approaches have made it difficult to find and analyze new information. To overcome these limitations, we developed a real-time Twitter trend mining system to capture the trend in real-time processing big stream datasets of Twitter. The system offers the functions of term co-occurrence retrieval, visualization of Twitter users by query, similarity calculation between two users, topic modeling to keep track of changes of topical trend, and mention-based user network analysis. In addition, we conducted a case study on the 2012 Korean presidential election. We collected 1,737,969 tweets which contain candidates' name and election on Twitter in Korea (http://www.twitter.com/) for one month in 2012 (October 1 to October 31). The case study shows that the system provides useful information and detects the trend of society effectively. The system also retrieves the list of terms co-occurred by given query terms. We compare the results of term co-occurrence retrieval by giving influential candidates' name, 'Geun Hae Park', 'Jae In Moon', and 'Chul Su Ahn' as query terms. General terms which are related to presidential election such as 'Presidential Election', 'Proclamation in Support', Public opinion poll' appear frequently. Also the results show specific terms that differentiate each candidate's feature such as 'Park Jung Hee' and 'Yuk Young Su' from the query 'Guen Hae Park', 'a single candidacy agreement' and 'Time of voting extension' from the query 'Jae In Moon' and 'a single candidacy agreement' and 'down contract' from the query 'Chul Su Ahn'. Our system not only extracts 10 topics along with related terms but also shows topics' dynamic changes over time by employing the multinomial Latent Dirichlet Allocation technique. Each topic can show one of two types of patterns-Rising tendency and Falling tendencydepending on the change of the probability distribution. To determine the relationship between topic trends in Twitter and social issues in the real world, we compare topic trends with related news articles. We are able to identify that Twitter can track the issue faster than the other media, newspapers. The user network in Twitter is different from those of other social media because of distinctive characteristics of making relationships in Twitter. Twitter users can make their relationships by exchanging mentions. We visualize and analyze mention based networks of 136,754 users. We put three candidates' name as query terms-Geun Hae Park', 'Jae In Moon', and 'Chul Su Ahn'. The results show that Twitter users mention all candidates' name regardless of their political tendencies. This case study discloses that Twitter could be an effective tool to detect and predict dynamic changes of social issues, and mention-based user networks could show different aspects of user behavior as a unique network that is uniquely found in Twitter.

Consumer's Negative Brand Rumor Acceptance and Rumor Diffusion (소비자의 부정적 브랜드 루머의 수용과 확산)

  • Lee, Won-jun;Lee, Han-Suk
    • Asia Marketing Journal
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    • v.14 no.2
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    • pp.65-96
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    • 2012
  • Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R2 of adoption of rumor is .476 and R2 of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

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