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The Study on the Influence of Selection Characteristics of Franchise System, business possibility, Communication, Moral Hazard on Franchisee's Perceived Risk, and Recontracting Intention in the Food Service Franchise Industry (외식 프랜차이저의 사업성, 커뮤니케이션, 모럴해저드가 프랜차이지의 위험지각과 재계약의도에 미치는 영향)

  • Yu, Jong-Pil;Lee, In-Ho
    • Journal of Distribution Research
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    • v.16 no.1
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    • pp.1-27
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    • 2011
  • I. Introduction: This study is to examine the structural relationships among exogenous variable (preliminary and post-support, franchisee's perceived business possibility, communication, moral hazard), the mediated variables(satisfaction, perceived risk, trust) and dependent variable(recontracting intention) in the food service franchise industry context. More specifically, this study has considered some realistic characteristics factors influencing satisfaction, perceived risk and trust between franchisors and franchisees and their further recontracting intention from the perspective of a practical approach. In this study, 437 data has been collected and used for the SPSS and AMOS analysis. The data were analyzed with structural equation modeling. Since the result of the overall model analysis demonstrated a good fit, we could further analyze our data. II. Research Model: This study is to examine the structural relationships among preliminary and post-support by franchisor, franchisee's perceived business possibility, and communication, moral hazard, has on effect on franchisee's satisfaction, perceived risk, trust and recontracting intention in the food service franchise industry context. Hypotheses are as following (Stern & EL-Ansary 1988; Oliver, 1997;Kee & Knox, 1970; Moorman, Deshpande & Zaltman, 1993; Perron, 1998; Zaheer, McEvily, Perrone, 1998). III. Result and Implication: We examined franchisee who have food service stores for samples of this study. The data were analyzed with structural equation modeling using path analysis. The result of the overall model analysis appeared as following: ${\chi}^2$ = 61.578 (d.f.=9, p<0.01), CFI =.990, GFI =.973, AGFI =.863, RMR =.019, RMSEA= .116, NFI = .988, TLI = .959. The findings can be summarized as follows: First, preliminary and post support of franchisor, perceived business possibility and communication positively influence to franchisee's satisfaction. Second, moral hazard of franchisor has negatively influence to franchisee's satisfaction and positively influence to perceived risk. Third, franchisee's satisfaction and trust has positively influence to recontracting intention. Fourth, franchisee's perceived risk has negatively influence to trust and recontracting intention. We can concluded that franchisor's preliminary and post support of franchisor, perceived business possibility and communication may be considered as the important factors influence to franchisee's satisfaction. Moral hazard has become a focused issue in franchise industry. Finally, the managerial implication has been stated as followings: First, in the process of building a systematic industry support franchise system and developing a creative business model, franchisee's stable profitability should be considered as the first important factor. The franchisee's trust to franchise may become a dominant factor that influence the business expansion of franchisor. Second, franchisor should communication with their franchisees and deal with the realistic difficulties faced by them with an effort. Third, the franchisor should achieve a synergy effect by utilizing the win-win strategy. The moral hazard strategy that achieving the profit through franchisee's damage will not be inadvisable to franchisor. Then the long-term oriented development and profitability can be maintained. To do so, the franchise industry may break away from the traditional business structure to improve management transparency and competitiveness on investment and organizational changing management. The conflict between franchisor and franchisee also can be reduced and big success can be achieved in the franchise industry.

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The Characteristics of Population Flows in kwangju Metropolitan Area (光州 中心의 人口移動 特性에 관한 硏究)

  • Chouh, Hae-Chong
    • Journal of the Korean Geographical Society
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    • v.28 no.1
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    • pp.40-57
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    • 1993
  • This paper aims to show the various aspects of migration in Kwangju merropolitan area, southwestern Korea, for a period of years 1980-1985. Migratory patterns are spatially extensive in countryside around Kwanfju, and due to high accessibility to the metropolitan area urban implosion emerges in the city. In Chonnam province where Kwangju is loca-ted, all cities and counties except for such in-dustrial areas as Yochon, and Kwangyang are experiencing population losses in terms of net migration by survival rate methods. Kwangju is the exceptionally one of in-migration areas in Chonnam, though its central part(Dong-Gu) is also an out-migrated area. Predominantly in-migration urban areas have high proportions of a student age group between 15-19 years, and that reflects the importance of the educational factor in migration analysis. The municipal authorities of Kwangju are planning to block the way of the middle sxhool students who live in the outskirts of Kwangju to entrance to high school in the city. Thant may stir up migrations into Kwangju for the elementary and middle school students, because the city id expected to provide educational opportunities higher and better than remaining Chonnam areas. Population of Kwangju would, therefore, grow as the students migrate into the city. The findings on the residential intra-city movement in selected 5 Dongs indicate that implications of a short-distance movement re noteworthy; neighbour to neighbour, and the nearest stop in the way from the outer Kwangju as well. Trends in a short-distance movement are in accord with Ravensteins's "law of migra-tion". But in casw of the inter-provincial migra-tion to Kwangju, the number of in-migrants from remoter Seoul is more than that from nearer Chonbuk province. Therefore it supports the fact that the movement between capital region and far off local cities overcomes a distance barrier. The temporary mobility for a day has been increased as the standard of living has improved and it reaches a peak on weekend or on con-secutive holidays. The number of temporal movers to Kwangju from capital region and Yongnam area, southeastern Korea has a greatincrease in terms of the frequency of the passengers' mobility, in particular on Myongjol(the ethnic and traditional festival day) in com-parison with on weekdays. By comparison with two largest Myongjols, the number of movers is more on Chusok(The Full Moon festival on lunar August) than on Sol (lunar new year's day). Annual peak point of weekday movers appears in August because of summer vacation. But the lowest one appears in June, which is related to the busy farming season. A patients' move for medical services in on the increase with a change of living conditions. It is especially true in the industrial counties such as Kwangyang and Yochon. By way of conclusion, it should be pointed out that one of the problems we face in survey of migration volume by the survival rate method is that the survival rate somtimes exceeds the value 1.0, in normal states of which should be under 1.0. it may be due to the shortcoming from the census statistics. We should not give therefore too much stress on the importance of migrations or moves as an element of changes in spatial pattern. In cinclusion, the results of the study show some geographic facts as the followings: 1. One of the outstanding phenomena in all types of movement is the seletivity of ages. The most important factors are related to education and employment. 2. Short-distance movement is carried out in accordance with Ravenstein's law, but in case long-distance movement, in-migration from capital region is prominent in spite of remoten-ces. The gravity between large cities such as Kwangju and Seoul, which has a frequent human movenent, causes urban implosion of small cities between those cities. 3. The temporary mobility for a day, in con-trast to that of permanent movement, is more related to transportation, and its volumes and annual variations are a large-scale. 4. Passengers' mobility is high in industrial cities. And the scope of patients' mobility is narrower than passengers'.

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Effect of Dietary Betaine and Energy Levels on Liver Fats and Cholesterol in Laying Hens (사료내 비태인과 에너지 수준이 산란계의 간지방과 콜레스테롤에 미치는 영향)

  • Park J. H.;Park S. Y.;Ryu K. S.
    • Korean Journal of Poultry Science
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    • v.32 no.3
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    • pp.149-156
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    • 2005
  • Two experiments were conducted to examine the effects of betaine intake on blood and yolk cholesterol, abdominal fat, liver fat, tissue triglyceride(TG) and liver HMG-CoA reductase In laying hens. In Expt. 1, a total of 72 ISA-brown laying hens were individually assigned into four treatments from 18 to 21 weeks old. Com-soybean meal based diet were fed with the addition of 0, 300, 600 and 1,200ppm. In Expt. 2, 72 ISA-brown laying hens were housed into individual cage to evaluate the effect of dietary betaine(0, 600ppm) and energy(ME, 2,800, 2,900kca/kg) from 70 to 74 weeks. Serum total cholesterol, LDL and HDL-cholesterol and TG concentration in blood of hens fed betaine tended to increase compared to those of the control, but were not significantly different. However, betaine supplementation showed a statistically significant decrease in yolk cholesterol(P<0.05). There was no significant difference in abdominal fat among the treatments. Liver fats and 7c of birds 130 betaine was decreased compared with control. Serum total cholesterol, LDL-cholesterol and triglyceride concentration were significantly inc.eased by ffeding a diet containing 600ppm betaine in Expt. 2(P<0.05), but were not influenced by the dietary energy levels. Yolk cholesterol, abdominal fat and HMG-CoA reductase activity were affected neither by dietary energy nor betaine level.

Direct Action of Relaxin on the Pig Mammary Glands to Promote Development of the Alveoli and Remodeling of the Extracellular Matrix (Relaxin Hormone의 직접젇인 작용에 의한 돼지 유선상피세포의 발달과 세포외간 기질의 분해개조 촉진)

  • Min, G.S.
    • Journal of Animal Science and Technology
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    • v.46 no.4
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    • pp.585-592
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    • 2004
  • Our previous studies demonstrated that relaxin in concert with estrogen promotes development of the mammary parenchyma during the last third of gestation in gilts, and the specific relaxin-binding sites were present in the mammary gland. This study was conducted to determine if relaxin-binding sites in the mammary gland were functional relaxin receptors. Three cycling cross-bred gilts were bilaterally ovariectomized on day 0 of the experiment. Beginning on day 15 and continuing through day 29 post-surgery, the gilt received an im. injection of estradiol benzoate at 12-hr intervals. Beginning on day 22 post-surgery, highly purified porcine relaxin was administered(lug/hr) into the left fourth mammary gland from the anterior end via miniature osmotic pump. Physiological saline was administered to the right fourth mammary gland. The gilt was sacrificed on day 29 post-surgery and histological characteristics of the mammary parenchyma were examined. The mammary glands treated locally with saline showed little, if any, lobulo-alveolar development, whereas the mammary glands treated with relaxin showed not only marked lobulo-alveolar development but also prominent secretions in the alveoli. The saline-treated glands were characterized by relatively dense and highly organized collagen fiber bundles. Whereas, in the relaxin-treated mammary glands, collagen fiber bundles were dispersed and loosely organized. In conclusion, relaxin-binding sites in the mammary gland are functional relaxin receptors and relaxin acts directly on the pig mammary gland to promote development of the alveoli and remodeling of the extracellular matrix.

The Analysis of Environmental Loads and Material Recycling of the Nutrients by the Livestock Wastewater Originating from Imported Feeds (수입사료에 의한 가축분뇨 물질순환 및 환경부하 분석)

  • Yoon, Young-Man;Lee, Sang-Eun;Chung, Doug-Young;Cho, Gyu-Yong;Kim, Jong-Duk;Kim, Chang-Hyun
    • Journal of The Korean Society of Grassland and Forage Science
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    • v.28 no.2
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    • pp.139-154
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    • 2008
  • The nearly 75% of animal feed materials used for livestock production are imported every year in Korea. Most of imported feed ingredients are concentrated feeds such as com, wheat, soybean, soybean meal, etc. and they are used as the source materials for the production of assorted feed. The imported concentrated feeds are high in nitrogen and phosphorus. Therefore, the consistent import of feed ingredients may cause an increase of nutrient deposit in our agricultural ecosystem. In the current review, it was discussed with the situation of the feed importation and its nutritional composition to evaluate the nutrient load by the imported feeds onto agricultural ecosystem. The nutrient load caused by imported feeds in agricultural environment was compared with the nutrient demand for crop production. The amounts of N, $P_2O_5\;and\;K_2O$ introduced by the imported fteds in Korea were 371, 140 and 143 Ktons. And, the N, $P_2O_5\;and\;K_2O$ loads excreted from imported feeds in livestock were 148, 84 and 86 Ktons of N, $P_2O_5\;and\;K_2O$ and These nutrient loads by the imported feeds are at the percentage of N 52%, $P_2O_5$ 52% and $K_2O$ 42% in the comparison of total nutrient amounts excreted from livestock animals in Korea. The 82.3% of nutrients excreted from livestock was recycled to crop land as compost and liquid fertilizer, and the others were discharged to river after water treatment processing or disposed to ocean. Also, passing through the recycling process far the production of compost and liquid fertilizer, the amount of nutrients was reduced by the ammonia vaporization of livestock feces and urine. Accordingly, N 81, $P_2O_5$ 74 and $K_2O$ 76 Ktons in the nutrients excreted from livestock were estimated to be utilized in the crop land. Consequently, it was estimated that 44, 48 and 69 Ktons of N, $P_2O_5\;and\;K_2O$ were taken up with crops in the consideration of the ratio of mineralization, and the amounts of leached or deposited N, $P_2O_5\;and\;K_2O$ in crop land were estimated to be 37, 27 and 7 Ktons, respectively. It is estimated that 12%, 34% and 48% of N, $P_2O_5\;and\;K_2O$ introduced by the imported feeds were used by crops, and 10%, 34% and 5% of N, $P_2O_5\;and\;K_2O$ were leached or deposited in agricultural ecosystem. Therefore, considering the leached and deposited amounts of N, $P_2O_5\;and\;K_2O$ originated from the imported feed ingredients, the consistent import of feeds may gradually increase the nutrient load onto agricultural ecosystem.

A Study on the Formation, Contents of Foods, and Antioxidative Effect of Conjugated Linoleic Acid (Conjugated Linoleic Acid의 형성과 식품중의 함량 및 항산화효과에 관한 연구)

  • 안명수;우나리야
    • Korean journal of food and cookery science
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    • v.14 no.1
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    • pp.84-90
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    • 1998
  • A research was carried out to determine the formation, contents in foods, and antioxidative effects of conjugated linoleic acid (CLA). CLA was known as a mixture of positional isomer of linoleic acid (LA), that was included in milk, meat, and fish. The formation of CLA from methyl linoleate and soybean oil (SBO) storecd at 20${\pm}$1$^{\circ}C$ was higher than at 40${\pm}$1$^{\circ}C$, and CLA formation from methyl linoleate stored at 20${\pm}$1$^{\circ}C$ was over 13 times higher than early amounts(188 ppm) and was higher than that from SBO. In edible vegetable oils, the content of CLA were the highest in canola oil (CAO, 348 ppm) but were decreased during storage at 40${\pm}$1$^{\circ}C$, while the content of CLA in cotton seed oil (CSO) were 292 ppm, which increased dramatically (1322 ppm) during 28 days of storage at 40${\pm}$1$^{\circ}C$. Because the peroxide value (POV) of CSO at that time was very low (10.05 meq/kg $.$ oil), CLA occurrence of CSO was shown to be very available during storage at temperature. CLA content of milk from a market ranged 293∼2148 ppm, which depended on the manufacturing, companies. In meat, the CLA content was very high in pork (2379 ppm), and among fishes, that of spanish mackerel was the highest (1040 ppm, almost same as beef, which increased greatly (2039 ppm) during boiling with seasoning. Antioxidative effect of CLA on SBO was almost same as that of BHT until 7 days of storage at 40${\pm}$1$^{\circ}C$, but decreased greatly after that period. In case of com oil (CNO), antioxidative effects of CLA were higher than those or BHN and tocopherol, suggesting that the effect was different depending on the kinds of oils used as substrates. During heating at 180${\pm}$1$^{\circ}C$, antioxidative effect of CLA on SBO appeared almost same as those or BHT and tocopherol, and it was also shown greater effects in heating at high temperature (180${\pm}$1$^{\circ}C$) than at low temperature(40${\pm}$1$^{\circ}C$).

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Literature Review on the Incidence and Risk Factor of Oral Cancer (구강암의 발생현황과 원인)

  • Han, Ji-Hyoung;Kim, Eung-Kwon;Lim, Soon-Hwan;Kim, Chang-Hee
    • Journal of dental hygiene science
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    • v.12 no.5
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    • pp.451-458
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    • 2012
  • The purpose of this study was to examine pervasive trends in oral cancer in different countries in an effort to discuss what to do to prevent cancer and drop a death rate. The materials of the study were selected from among articles of oral cancer by searching risk factor and epidemiology at a website (www.oraloncology.com). As a result of analyzing the selected literature, it's found that in our country, the percentage of oral cancer in total cancer dropped but the number of oral cancer patients was on the rise every year. In foreign countries, the number of oral cancer patients was on the increase as well, whereas the lethality dropped. In terms of demographic characteristics, the incidence rate of oral cancer was higher among men than women overall. The incidence rate of oral cancer was larger among older people. The major causes of oral cancer were smoking and drinking. To reduce the incidence rate of oral cancer, every possible institutional, administrative and legal measure should be taken to ensure of anti-smoking policies, and publicity of moderation in and abstinence from drinking should be reinforced. The additional causes of oral cancer were demographic characteristics by country and region. The incidence of oral cancer was under the influence of that was affected when the level of personal economy and education was low. Therefore it's important to redress social imbalance within a country and among countries to remove socioeconomic divide. As the oral cancer patients has increased every year, the incidence rate of it should accurately be grasped, and sustained research efforts should be made in consideration of demographic characteristics. Early diagnosis, public oral health education and preventive policies are all required to decrease the incidence rate of oral cancer.

A Study about the Correlation between Information on Stock Message Boards and Stock Market Activity (온라인 주식게시판 정보와 주식시장 활동에 관한 상관관계 연구)

  • Kim, Hyun Mo;Yoon, Ho Young;Soh, Ry;Park, Jae Hong
    • Asia pacific journal of information systems
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    • v.24 no.4
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    • pp.559-575
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    • 2014
  • Individual investors are increasingly flocking to message boards to seek, clarify, and exchange information. Businesses like Seekingalpha.com and business magazines like Fortune are evaluating, synthesizing, and reporting the comments made on message boards or blogs. In March of 2012, Yahoo! Finance Message Boards recorded 45 million unique visitors per month followed by AOL Money and Finance (19.8 million), and Google Finance (1.6 million) [McIntyre, 2012]. Previous studies in the finance literature suggest that online communities often provide more accurate information than analyst forecasts [Bagnoli et al., 1999; Clarkson et al., 2006]. Some studies empirically show that the volume of posts in online communities have a positive relationship with market activities (e.g., trading volumes) [Antweiler and Frank, 2004; Bagnoli et al., 1999; Das and Chen, 2007; Tumarkin and Whitelaw, 2001]. The findings indicate that information in online communities does impact investors' investment decisions and trading behaviors. However, research explicating the correlation between information on online communities and stock market activities (e.g., trading volume) is still evolving. Thus, it is important to ask whether a volume of posts on online communities influences trading volumes and whether trading volumes also influence these communities. Online stock message boards offer two different types of information, which can be explained using an economic and a psychological perspective. From a purely economic perspective, one would expect that stock message boards would have a beneficial effect, since they provide timely information at a much lower cost [Bagnoli et al., 1999; Clarkson et al., 2006; Birchler and Butler, 2007]. This indicates that information in stock message boards may provide valuable information investors can use to predict stock market activities and thus may use to make better investment decisions. On the other hand, psychological studies have shown that stock message boards may not necessarily make investors more informed. The related literature argues that confirmation bias causes investors to seek other investors with the same opinions on these stock message boards [Chen and Gu, 2009; Park et al., 2013]. For example, investors may want to share their painful investment experiences with others on stock message boards and are relieved to find they are not alone. In this case, the information on these stock message boards mainly reflects past experience or past information and not valuable and predictable information for market activities. This study thus investigates the two roles of stock message boards-providing valuable information to make future investment decisions or sharing past experiences that reflect mainly investors' painful or boastful stories. If stock message boards do provide valuable information for stock investment decisions, then investors will use this information and thereby influence stock market activities (e.g., trading volume). On the contrary, if investors made investment decisions and visit stock message boards later, they will mainly share their past experiences with others. In this case, past activities in the stock market will influence the stock message boards. These arguments indicate that there is a correlation between information posted on stock message boards and stock market activities. The previous literature has examined the impact of stock sentiments or the number of posts on stock market activities (e.g., trading volume, volatility, stock prices). However, the studies related to stock sentiments found it difficult to obtain significant results. It is not easy to identify useful information among the millions of posts, many of which can be just noise. As a result, the overall sentiments of stock message boards often carry little information for future stock movements [Das and Chen, 2001; Antweiler and Frank, 2004]. This study notes that as a dependent variable, trading volume is more reliable for capturing the effect of stock message board activities. The finance literature argues that trading volume is an indicator of stock price movements [Das et al., 2005; Das and Chen, 2007]. In this regard, this study investigates the correlation between a number of posts (information on stock message boards) and trading volume (stock market activity). We collected about 100,000 messages of 40 companies at KOSPI (Korea Composite Stock Price Index) from Paxnet, the most popular Korean online stock message board. The messages we collected were divided into in-trading and after-trading hours to examine the correlation between the numbers of posts and trading volumes in detail. Also we collected the volume of the stock of the 40 companies. The vector regression analysis and the granger causality test, 3SLS analysis were performed on our panel data sets. We found that the number of posts on online stock message boards is positively related to prior stock trade volume. Also, we found that the impact of the number of posts on stock trading volumes is not statistically significant. Also, we empirically showed the correlation between stock trading volumes and the number of posts on stock message boards. The results of this study contribute to the IS and finance literature in that we identified online stock message board's two roles. Also, this study suggests that stock trading managers should carefully monitor information on stock message boards to understand stock market activities in advance.

Factors that Influence Physician Salary Payment through Analyzing on Internet Invitation Webpage in Korea (초빙광고 자료를 활용한 봉직 의사의 급여수준과 관련요인)

  • Kang, Hyun Goo;Lee, Ji Hyung;Jung, Da-Doo;Lee, Moo-Sik
    • Journal of agricultural medicine and community health
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    • v.46 no.1
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    • pp.12-22
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    • 2021
  • Backgrounds: Proper distribution and supply of physicians are factors that affect national health care systems. This study investigated the payment distribution levels and the determinants that influence the salary levels of hospital hired physicians. Methods: We analyzed 4,014 job advertisements posted on an internet invitation information site about physician recruitment from May 2016 to May 2019. We used univariate analysis to determine the relationship between average monthly salary and the other related variables. Multiple regression analysis was used to determine the predictors of physician salary level. Results: The average monthly salary for the service physician was 15.4 million won, highest for orthopedic surgeons with 22.24 million won, and lowest for diagnostic laboratory physician with 11.4 million won. The factors significantly associated with average monthly salary were; non-major specialty, housing provision, no severance pay, and incentives(p<0.05). Non-major specialty, incentives, and the regions were predictors of the average standardized monthly salary(p<0.05). Conclusion: Factors associated with average monthly salary as revealed by this study were; medical specialty, hospital regional location, housing provision, payment of retirement allowance, and payment of other incentives respectively. However, this study was a cross-sectional study, and further studies will be required.

Attitude Confidence and User Resistance for Purchasing Wearable Devices on Virtual Reality: Based on Virtual Reality Headgears (가상현실 웨어러블 기기의 구매 촉진을 위한 태도 자신감과 사용자 저항 태도: 가상현실 헤드기어를 중심으로)

  • Sohn, Bong-Jin;Park, Da-Sul;Choi, Jaewon
    • Journal of Intelligence and Information Systems
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    • v.22 no.3
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    • pp.165-183
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    • 2016
  • Over the past decade, there has been a rapid diffusion of technological devices and a rising number of various devices, resulting in an escalation of virtual reality technology. Technological market has rapidly been changed from smartphone to wearable devices based on virtual reality. Virtual reality can make users feel real situation through sensing interaction, voice, motion capture and so on. Facebook.com, Google, Samsung, LG, Sony and so on have investigated developing platform of virtual reality. the pricing of virtual reality devices also had decreased into 30% from their launched period. Thus market infrastructure in virtual reality have rapidly been developed to crease marketplace. However, most consumers recognize that virtual reality is not ease to purchase or use. That could not lead consumers to positive attitude for devices and purchase the related devices in the early market. Through previous studies related to virtual reality, there are few studies focusing on why the devices for virtual reality stayed in early stage in adoption & diffusion context in the market. Almost previous studies considered the reasons of hard adoption for innovative products in the viewpoints of Typology of Innovation Resistance, MIR(Management of Innovation Resistant), UTAUT & UTAUT2. However, product-based antecedents also important to increase user intention to purchase and use products in the technological market. In this study, we focus on user acceptance and resistance for increasing purchase and usage promotions of wearable devices related to virtual reality based on headgear products like Galaxy Gear. Especially, we added a variables like attitude confidence as a dimension for user resistance. The research questions of this study are follows. First, how attitude confidence and innovativeness resistance affect user intention to use? Second, What factors related to content and brand contexts can affect user intention to use? This research collected data from the participants who have experiences using virtual rality headgears aged between 20s to 50s located in South Korea. In order to collect data, this study used a pilot test and through making face-to-face interviews on three specialists, face validity and content validity were evaluated for the questionnaire validity. Cleansing the data, we dropped some outliers and data of irrelevant papers. Totally, 156 responses were used for testing the suggested hypotheses. Through collecting data, demographics and the relationships among variables were analyzed through conducting structural equation modeling by PLS. The data showed that the sex of respondents who have experience using social commerce sites (male=86(55.1%), female=70(44.9%). The ages of respondents are mostly from 20s (74.4%) to 30s (16.7%). 126 respondents (80.8%) have used virtual reality devices. The results of our model estimation are as follows. With the exception of Hypothesis 1 and 7, which deals with the two relationships between brand awareness to attitude confidence, and quality of content to perceived enjoyment, all of our hypotheses were supported. In compliance with our hypotheses, perceived ease of use (H2) and use innovativeness (H3) were supported with its positively influence for the attitude confidence. This finding indicates that the more ease of use and innovativeness for devices increased, the more users' attitude confidence increased. Perceived price (H4), enjoyment (H5), Quantity of contents (H6) significantly increase user resistance. However, perceived price positively affect user innovativeness resistance meanwhile perceived enjoyment and quantity of contents negatively affect user innovativeness resistance. In addition, aesthetic exterior (H6) was also positively associated with perceived price (p<0.01). Also projection quality (H8) can increase perceived enjoyment (p<0.05). Finally, attitude confidence (H10) increased user intention to use virtual reality devices. however user resistance (H11) negatively affect user intention to use virtual reality devices. The findings of this study show that attitude confidence and user innovativeness resistance differently influence customer intention for using virtual reality devices. There are two distinct characteristic of attitude confidence: perceived ease of use and user innovativeness. This study identified the antecedents of different roles of perceived price (aesthetic exterior) and perceived enjoyment (quality of contents & projection quality). The findings indicated that brand awareness and quality of contents for virtual reality is not formed within virtual reality market yet. Therefore, firms should developed brand awareness for their product in the virtual market to increase market share.