• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.98-109
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• 2010

Research on the construction, measurement, and management of brand equity has been extensive since David A. Aaker(1991) and Kevin Lane Keller(1993) first advanced the concept. Recently, much attention has been devoted to the components of brand equity: brand awareness, perceived quality, brand image, and brand loyalty. This study explores the relationships among these components, focusing particularly on the moderating role of product type (utilitarian vs. hedonic) in their causal relationships. A model to study the relationship among components of brand equity, particularly the moderating role of product type, is featured in Figure 1. The hypotheses of the study are proposed as follows: that consumers' brand awareness has a positive influence on brand loyalty and brand image; that consumers' perceived quality has a positive influence on brand loyalty and brand image; that consumers' brand image influences brand loyalty positively; and that relationships among components of brand equity will be moderated by product type. That is, in the case of utilitarian products, the impact of perceived quality on brand loyalty will be relatively stronger, whereas with hedonic products the impact of brand image on brand loyalty will be relatively stronger. To determine the products for the study, a pre-test of 58 college students in the Seoul metropolitan area was conducted based on the product type scale. As a result, computers were selected as the utilitarian product and blue jeans became the hedonic product. For each product type, two brands were selected: Samsung and HP for computers, and Levis and Nix for blue jeans. In the main study, 237 college students in the metropolitan area were surveyed to measure their brand awareness, perceived quality, brand image, and brand loyalty toward the selected two brands of each product type. The subjects were divided into two groups: one group (121 subjects) for computers, the other (116 subjects) for blue jeans. The survey questionnaires for the study included four parts: five questions on brand awareness and four questions each on perceived quality, brand image, and brand loyalty. All questions were to be answered using 7-point Likert scales. The data collected by the survey were processed to assess reliability and validity, and the causal relationships were analyzed to verify the hypotheses using the AMOS 7 program, a tool for analyzing structural equation modeling. A confirmatory factor analysis assessed the appropriateness of the measurement model, and the fit indices denoted that the model was satisfactory. The relationships among the components of brand equity were also analyzed using AMOS 7. The fit indices of the structural model denoted that it was also satisfactory. The paths in the structural model as will be seen in Figure 2 show that perceived quality affects brand image positively, but that brand awareness does not affect brand image. Moreover, it shows that brand awareness, perceived quality, and brand image are positively related with brand loyalty, and that this relationship is moderated by product type. In the case of utilitarian products, perceived quality has relatively more influence on brand loyalty. Conversely, in the case of hedonic products, brand image has relatively more influence on brand loyalty. The results of this empirical study contribute toward the advancement of our understanding of the relationships among the components of brand equity and expand the theoretical underpinnings for brand equity measurement. It also helps further our understanding of the effect of product type on customer-based brand equity. In a marketing management practice perspective, these results may provide managerial implications for building and maintaining brand equity effectively.

• Proceedings of the Korean Environmental Health Society Conference
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• 2003.06a
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• pp.24-25
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• 2003

Lead is ubiquitous in the human environment as a result of industrialization. China's rapid industrialization and traffic growth have increased the potential for lead emissions. Lead poisoning in children is one of the most common public health problems today, and it is entirely preventable. Children are more vulnerable to lead pollution and lead in their bodies can affect their nervous, circulatory, and digestive systems. Children are exposed to lead from different sources (such as paint, gasoline, and solder) and through different pathways (such as air, food, water, dust, and soil). Although all children are exposed to some lead from food, air, dust, and soil, some children are exposed to high dose sources of lead. Significant sources of lead for China's children include industrial emissions (often close to housing and schools), leaded gasoline, and occupational exposure that occurs when parents wear lead-contaminated clothing home from work, burning of coal for home heat and cooking, contaminated food, and some traditional medicines. To assess the blood lead level in children in China, a large-scale study was conducted in 19 cities among 9 provinces during 1997 to 2000. There were 6502 children, aged 3-5 years, were recruited in the study The result indicates that the mean blood lead level was 8.83ug/dl 3-5 year old living in city area. The mean blood lead level of boys was higher than that of girls (9.1l ug/dl vs 8.73ug/dl). Almost 30 percent childrens blood lead level exceeded 10ug/dl. The average blood lead level was higher than that of in 1985 (8.83ug/dl vs 8.lug/dl). An epidemiological study was carried on the children living around the cottage industries recycling the lead from battery. Nine hundreds fifty nine children, aged 5-12 years, living in lead polluted villages where the lead smelters located near the residential area and 207 control children live in unpolluted area were recruited in the study. The lead levels in air, soil, drinking water and crops were measured. The blood lead and ZnPP level were tested for all subjects. The results show that the local environment was polluted. The lead levels both in the air and crops were much higher than that of in control area. In the polluted area, the average blood level was 49.6ug/dl (rang 19.5-89.3ug/dl). Whereas, in the unpolluted area, the average blood level was 12.4ug/dl (rang 4.6-24.8ug/dl). This study indicates that in some countryside area, some cottage industries induce seriously lead pollution and cause children health problem. For the introducing of unleaded gasoline in some large cities, such as Beijing and Shanghai, the blood lead level showed a declined trend since 1997. By 2000, the use of leaded gasoline in motor vehicles has been prohibited in China. The most recent data available show that levels of lead in blood among children in Shanghai decreased from 8.3ug/dl in 1997 to 7.6ug/dl in 1999. The prevalence rate of children lead poisoning (blood lead >10ug/dl) was also decreased from 37.8% to 24.8%. In children living in downtown area, the blood lead level reduced dramatically. To explore the relationship between gene polymorphisms and individual susceptibility of lead poisoning, a molecular epidemiological study was conducted among children living in lead polluted environment. The result showed that the subjects with ALAD2 allele has higher ZPP level, and the subjects with VDR B allele has larger head circumference than only with b allele. In the present study, we demonstrated that ALAD genotypes modify lead effects on heme metabolism and VDR gene variants influence the skull development in highly exposed children. The polymorphism of ALAD and VDR genes might be the molecular inherited factor modifying the susceptibility of lead poisoning. Recently, Chinese government pays more attention to lead pollution and lead poisoning in children problem. The leaded gasoline was prohibited used in motor vehicles since 2000. The government has decided to have a clampdown on the high-polluted lead smelters for recycling the lead from battery in countryside. It is hopeful that the risk of lead poisoning in children will be decreased in the further

• Journal of the Korean Institute of Landscape Architecture
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• v.45 no.4
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• pp.104-117
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• 2017

This study compares the results of landscape image analysis using text mining techniques and factor analysis for Lotte World Tower, which is the first atypical skyscraper building in Korea, and identifies landscape images of the site to determine possibilities of use. Lotte World Tower's landscape image has been extracted from text mining analysis focusing on adjectives such as 'new', 'transformational', 'unusual', 'novelty', 'impressive', and 'unique', and phrases such as in the process of change, people's active elements(caliber, outing, project, night view), media(newspaper, blog), and climate(weather, season). As a result of the factor analysis, factors affecting the landscape image of Lotte World Tower were symbolic, aesthetic, and formative. Identification, which is a morphological feature, has characteristics of scale and visibility but it is not statistically significant in preference. Rather, the psychological factors such as the symbolism with characteristics such as poison and specialty, harmony with the characteristics of the surrounding environment, and beautiful aesthetic characteristics were an influence on the landscape image. The common results of the two research methods show that psychological characteristics such as factors that can represent and represent the city affect the landscape image more greatly than the morphological and physical characteristics such as location and location of the building. In addition, the text mining technique can identify nouns and adjectives corresponding to the images that people see and feel, and confirms the relationship between the derived keywords, so that it can focus the process of forming the landscape image and further the image of the city. It would appear to be a suitable method to complement the limitation of landscape research. This study is meaningful in that it confirms the possibility that big data can be utilized in landscape analysis, which is one research field of landscape architecture, and is significant for understanding the information of a big data base and contribute to enlarging the landscape research area.

• Asia pacific journal of information systems
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• v.21 no.3
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• pp.71-96
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• 2011

Within the traditional medical delivery system, patients residing in medically vulnerable areas, those with body movement difficulties, and nursing facility residents have had limited access to good healthcare services. However, Information and Communication Technology (ICT) provides us with a convenient and useful means of overcoming distance and time constraints. ICT is integrated with biomedical science and technology in a way that offers a new high-quality medical service. As a result, rapid technological advancement is expected to play a pivotal role bringing about innovation in a wide range of medical service areas, such as medical management, testing, diagnosis, and treatment; offering new and improved healthcare services; and effecting dramatic changes in current medical services. The increase in aging population and chronic diseases has caused an increase in medical expenses. In response to the increasing demand for efficient healthcare services, a telehealth service based on ICT is being emphasized on a global level. Telehealth services have been implemented especially in pilot projects and system development and technological research. With the service about to be implemented in earnest, it is necessary to study its overall acceptance by consumers, which is expected to contribute to the development and activation of a variety of services. In this sense, the study aims at positively examining the structural relationship among the acceptance factors for telehealth services based on the Technology Acceptance Model (TAM). Data were collected by showing audiovisual material on telehealth services to online panels and requesting them to respond to a structured questionnaire sheet, which is known as the information acceleration method. Among the 1,165 adult respondents, 608 valid samples were finally chosen, while the remaining were excluded because of incomplete answers or allotted time overrun. In order to test the reliability and validity of the assessment scale items, we carried out reliability and factor analyses, and in order to explore the causal relation among potential variables, we conducted a structural equation modeling analysis using AMOS 7.0 and SPSS 17.0. The research outcomes are as follows. First, service quality, innovativeness of medical technology, and social influence were shown to affect perceived ease of use and perceived usefulness of the telehealth service, which was statistically significant, and the two factors had a positive impact on willingness to accept the telehealth service. In addition, social influence had a direct, significant effect on intention to use, which is paralleled by the TAM used in previous research on technology acceptance. This shows that the research model proposed in the study effectively explains the acceptance of the telehealth service. Second, the research model reveals that information privacy concerns had a insignificant impact on perceived ease of use of the telehealth service. From this, it can be gathered that the concerns over information protection and security are reduced further due to advancements in information technology compared to the initial period in the information technology industry, and thus the improvement in quality of medical services appeared to ensure that information privacy concerns did not act as a prohibiting factor in the acceptance of the telehealth service. Thus, if other factors have an enormous impact on ease of use and usefulness, concerns over these results in the initial period of technology acceptance may become irrelevant. However, it is clear that users' information privacy concerns, as other studies have revealed, is a major factor affecting technology acceptance. Thus, caution must be exercised while interpreting the result, and further study is required on the issue. Numerous information technologies with outstanding performance and innovativeness often attract few consumers. A revised bill for those urgently in need of telehealth services is about to be approved in the national assembly. As telemedicine is implemented between doctors and patients, a wide range of systems that will improve the quality of healthcare services will be designed. In this sense, the study on the consumer acceptance of telehealth services is meaningful and offers strong academic evidence. Based on the implications, it can be expected to contribute to the activation of telehealth services. Further study is needed to assess the acceptance factors for telehealth services, such as motivation to remain healthy, health care involvement, knowledge on health, and control of health-related behavior, in order to develop unique services according to the categorization of customers based on health factors. In addition, further study may focus on various theoretical cognitive behavior models other than the TAM, such as the health belief model.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.2
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• pp.153-169
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• 2020

A new way of shopping based on virtual assistant, so called voice shopping, is drawing attention. The voice shopping market is growing around the world, and Korea is on the verge of full-scale commercialization of this new shopping. For the development of voice shopping-related industries, it is necessary to research on specific issues related to this new shopping methods, such as the quality of services, efficient processes tailored to new ways, and ways to build customer relationships. As part of such an attempt, the study seeks to determine the factors that affect consumers' perception and attitudes toward voice shopping. The study conducted the analysis based on survey response data of 171 online shopping users. In addition to the typical factors of the technology acceptability model(TAM) such as perceived usefulness and ease of use, the impact of perceived playfulness was included for analyzing the intention on the acceptance of voice shopping. In particular, this study focuses on the impact of user attributes. For the spread of voice shopping, it is necessary to set up a valid target customer and understand users for establishing an effective customer relationship. Therefore, this study tries to analyze how the perceptions on the voice shopping(perceived usefulness, ease of use, and perceived playfulness) are affected by users' attributes, such as user innovativeness and user knowledge level. The result of analysis shows that user innovativeness have a positive relationship with all of perceived usefulness, ease of use, and perceived playfulness. The user knowledge base, however, was not significant to all these three variables. The user knowledge base is shown to have a positive effect on user innovativeness which is the source of positively significant factor for the variable of the perceptions on the voice shopping. Meanwhile, among the variables of extended technology acceptance model, perceived usefulness and perceived playfulness have positive effects on the acceptance of voice shopping, while ease of use has no significant impact on the voice shopping acceptance. Ease of use has a positive relationship with perceived usefulness and playfulness. This study is meaningful in providing implications on the development of voice shopping platforms and related services, and establishment of customer relationship.

• Asia pacific journal of information systems
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• v.20 no.3
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• pp.191-204
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• 2010

Recently, the CO2 emission and energy consumption have become critical global issues to decide the future of nations. Especially, the spread of IT products and the increased use of internet and web applications result in the energy consumption and CO2 emission of IT industry though information technologies drive global economic growth. EU, the United States, Japan and other developed countries are using IT related environmental regulations such as WEEE(Waste Electrical and Electronic Equipment), RoHS(Restriction of the use of Certain Hazardous Substance), REACH(Registration, Evaluation, Authorization and Restriction of CHemicals) and EuP(Energy using Product), and have established systematic green business/IT strategies to enhance the competitiveness of IT industry. For example, the Japan government proposed the "Green IT initiative" for being compatible with economic growth and environmental protection. Not only energy saving technologies but energy saving systems have been developed for accomplishing sustainable development. Korea's CO2 emission and energy consumption continuously have grown at comparatively high rates. They are related to its industrial structure depending on high energy-consuming industries such as iron and steel Industry, automotive industry, shipbuilding industry, semiconductor industry, and so on. In particular, export proportion of IT manufacturing is quite high in Korea. For example, the global market share of the semiconductor such as DRAM was about 80% in 2008. Accordingly, Korea needs to establish a systematic strategy to respond to the global environmental regulations and to maintain competitiveness in the IT industry. However, green competitiveness of Korea ranked 11th among 15 major countries and R&D budget for green technology is not large enough to develop energy-saving technologies for infrastructure and value chain of low-carbon society though that grows at high rates. Moreover, there are no concrete action plans in Korea. This research aims to deduce the priorities of the Korean green business/IT strategies to use multi attribute weighted average method. We selected a panel of 19 experts who work at the green business related firms such as HP, IBM, Fujitsu and so on, and selected six assessment indices such as the urgency of the technology development, the technology gap between Korea and the developed countries, the effect of import substitution, the spillover effect of technology, the market growth, and the export potential of the package or stand-alone products by existing literature review. We submitted questionnaires at approximately weekly intervals to them for priorities of the green business/IT strategies. The strategies broadly classify as follows. The first strategy which consists of the green business/IT policy and standardization, process and performance management and IT industry and legislative alignment relates to government's role in the green economy. The second strategy relates to IT to support environment sustainability such as the travel and ways of working management, printer output and recycling, intelligent building, printer rationalization and collaboration and connectivity. The last strategy relates to green IT systems, services and usage such as the data center consolidation and energy management, hardware recycle decommission, server and storage virtualization, device power management, and service supplier management. All the questionnaires were assessed via a five-point Likert scale ranging from "very little" to "very large." Our findings show that the IT to support environment sustainability is prior to the other strategies. In detail, the green business /IT policy and standardization is the most important in the government's role. The strategies of intelligent building and the travel and ways of working management are prior to the others for supporting environment sustainability. Finally, the strategies for the data center consolidation and energy management and server and storage virtualization have the huge influence for green IT systems, services and usage This research results the following implications. The amount of energy consumption and CO2 emissions of IT equipment including electrical business equipment will need to be clearly indicated in order to manage the effect of green business/IT strategy. And it is necessary to develop tools that measure the performance of green business/IT by each step. Additionally, intelligent building could grow up in energy-saving, growth of low carbon and related industries together. It is necessary to expand the affect of virtualization though adjusting and controlling the relationship between the management teams.

• The Korean Journal of Nuclear Medicine Technology
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• v.17 no.2
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• pp.37-43
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• 2013

Purpose: PET/CT scan using the SUV (Standardized Uptake Value) of radiopharmaceutical uptake in organs and tissues as an objective indicator makes it possible to analyze physiological and chemical reactions of human organs. This study analyzes the change of the SUV uptake in accordance with the way how PET/CT patients take a rest after the injection of $^{18}F-FDG$ (Fluororo-deoxyglucose). And also subjective satisfaction is assessed listening to music while taking a rest. Materials and Methods: From April 2011 until February 2013, Among the Primary cancer patients who admitted to the Catholic Medical Center (Seoul & Bucheon St. Mary's Hospital) and scanned $^{18}F-FDG$ PET/CT and also received care through the tracking test (mean age $55.61{\pm}12.41$ years, 108 people, 48 men and 60 women) were selected. The patients were divided into two groups. The first group (A: basal study) is requested to take a rest in bed quietly after the injection. However the second one (B: follow up study) is requested to listen to the music while taking a rest. And then SUV analysis was performed respectively. At the end of the scan, ROI (Region Of Interest) were set from the center of the liver (right lobe) and 3 spots of the brain (frontal, temporal, and occipital lobes). And the SUV was calculated. To identify the correlation among those ROIs, paired t-test was performed using SPSS software (Version 12.0K for windows, P>0.05). Also, after the PET/CT scan the satisfaction study was conducted of all the patients. 1:1 questionnaire survey was performed, and that questionnaire was made using the Likert 5-point scale. By utilizing those questionnaires, the analysis about simple frequency, percentage, average, and standard deviation was performed. Results: The SUV change of the 4 designated ROIs in accordance with listening to music was not statistically significant. (Frontal lobe P-value=0.611, Occipital lobe P-value=0.499, Temporal lobe P-value=0.717, Liver P-value=0.334: P-value>0.05) And the satisfaction study indicated that group B was appear to be 0.42 points (5 basis points) higher than group A. It showed that patients are more satisfied in group B than group A. Conclusion: when performing PET/CT scan using $^{18}F-FDG$, listening to music after the injection of the radiopharmaceuticals does not affect the SUV but given the state of the psychological comfort that may increase the patient's satisfaction.

• Journal of agricultural medicine and community health
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• v.15 no.2
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• pp.97-106
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• 1990

1. Background Women's health and their involvement in health care are essential to health for everyone. If they are ignorant, malnourished or over-worked, the health &-their families as well as their own health will suffer. Women's health depends on broad considerations beyond medicine. Among other things, it depends upon their work in farming. their subordination to their families, their accepted roles, and poor hygiene with poorly equipped housing and environmental sanitation. 2. Objectives and Contents a. The health status of rural women : physical and mental complaints, experience of pesticides intoxication, Farmer's syndrome, experiences of reproductive health problems. b. participation in and attitudes towards housework and farming c. accessibility of medical care d. status of maternal health : fertility, family planning practice. induced abortion, and maternal care 3. Research method A nationwide field survey, based on stratified random sampling, was conducted during July, 1986. Revised Cornell Medical index(68 out of 195 items). Kawagai's Farmers Syndrome Scale, and self-developed structured questionnaires were used to rural farming wives(n=2.028). aged between 26-55. 4. Characteristics of the respondents mean age : 40.2 marital status : 90.8% married mean no. of household : 4.9 average years of education : 4.7 yrs. average income of household : \235,000 average years of residence in rural area : 36.4 yrs average Working hours(household and farming) : 11 hrs. 23 min 5. Health Status of rural women a. The average number of physical and mental symptoms were 12.4, 4.7, and the rate of complaints were 22.1%, 38.8% each. revealing complaints of mental symptomes higher than physical ones. b. 65.4% of rural women complained of more than 4 symptoms out of 9, indicating farmer's syndrome. 11.9 % experienced pesticide overdue syndrome c. 57.6% of respondents experienced women-specific health problems. d. Age and education of respondents were the variables which affect on the level of their health 6. Utilization of medical services a. The number of symptoms and complaints of respondents were dependent on the distance to where the health-care service is given b. Drug store was the most commonly utilized due to low price and the distance to reach. while nurse practitioners were well utilized when there were nurse practitioner's office in their villages. c. Rural women were internalized their subordination to husbands and children, revealing they are positive(93%) in health-care demand for-them but negative(30%) for themselves d. 33.0% of respondents were habitual drug users, 4.5% were smokers and 32.3% were alcohol drinkers. and 86.3% experienced induced-abortion. But most of them(77.6%) knew that those had negative effects on health. 7. Maternal Health Care a. Practice rate of contraception was 48.1% : female users were 90.9% in permanent and 89.6% in temporary contraception b. Induced abortions were taken mostly at hospital(86.3%), while health centers(4.7%), midwiferies(4.3%). and others(4.5%) including drug stores were listed a few. The repeated numbers of induced abortion seemed affected on the increasing numbers of symptoms and complaints. c. The first pre-natal check-up during first trimester was 41.8%, safe delivery rate was 15.6%, post-natal check-up during two months after delivery. Rural women had no enough rest after delivery revealing average days of rest from home work and farming 8.3 and 17.2. d. 86.6% practised breast feeding, showing younger and more educated mothers depending on artificial milk 8. Recommendations a. To lessen the multiple role over burden housing and sanitary conditions should be improved, and are needed farming machiner es for women and training on the use of them b. Health education should begin at primary school including health behavior and living environment. c. Women should be encouraged to become policy-makers as well as administrators in the field of women specific health affairs. d. Women's health indicators should be developed and women's health surveillance system too.

• Spatial Information Research
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• v.22 no.1
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• pp.55-63
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• 2014

Near surface air temperature data which are one of the essential factors in hydrology, meteorology and climatology, have drawn a substantial amount of attention from various academic domains and societies. Meteorological observations, however, have high spatio-temporal constraints with the limits in the number and distribution over the earth surface. To overcome such limits, many studies have sought to estimate the near surface air temperature from satellite image data at a regional or continental scale with simple regression methods. Alternatively, we applied various Kriging methods such as ordinary Kriging, universal Kriging, Cokriging, Regression Kriging in search of an optimal estimation method based on near surface air temperature data observed from automatic weather stations (AWS) in South Korea throughout 2010 (365 days) and MODIS land surface temperature (LST) data (MOD11A1, 365 images). Due to high spatial heterogeneity, auxiliary data have been also analyzed such as land cover, DEM (digital elevation model) to consider factors that can affect near surface air temperature. Prior to the main estimation, we calculated root mean square error (RMSE) of temperature differences from the 365-days LST and AWS data by season and landcover. The results show that the coefficient of variation (CV) of RMSE by season is 0.86, but the equivalent value of CV by landcover is 0.00746. Seasonal differences between LST and AWS data were greater than that those by landcover. Seasonal RMSE was the lowest in winter (3.72). The results from a linear regression analysis for examining the relationship among AWS, LST, and auxiliary data show that the coefficient of determination was the highest in winter (0.818) but the lowest in summer (0.078), thereby indicating a significant level of seasonal variation. Based on these results, we utilized a variety of Kriging techniques to estimate the surface temperature. The results of cross-validation in each Kriging model show that the measure of model accuracy was 1.71, 1.71, 1.848, and 1.630 for universal Kriging, ordinary Kriging, cokriging, and regression Kriging, respectively. The estimates from regression Kriging thus proved to be the most accurate among the Kriging methods compared.

• Korean Journal of Environmental Agriculture
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• v.37 no.1
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• pp.15-20
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• 2018

BACKGROUND: The global mean surface temperature change for the period of 2016~2035 relative to 1986~2005 is similar for the four representative concentration pathway (RCP)'s and will likely be in the range of $0.3^{\circ}C$ to $0.7^{\circ}C$. Climate change inducing higher temperature could affect not only crop growth and yield, but also dynamics of carbon in paddy field. METHODS AND RESULTS: This study was conducted to evaluate the effect of elevated temperature on the carbon dynamics in paddy soil and rice growth. In order to control the elevated temperatures, the experiments were set up as the small scale rectangular open top chambers (OTCs) of $1m(width){\times}1m(depth){\times}1m(height)$ (Type 1), $1 m(W){\times}1m(D){\times}1.2m(H)$ (Type 2), and $1m(W){\times}1m(D){\times}1.4m(H)$ (Type 3). The average temperatures of Type 1, Type 2, and Type 3 from July 15 to October 30 were higher than the ambient temperatures at $0.4^{\circ}C$, $0.5^{\circ}C$, and $0.9^{\circ}C$, respectively. For the experiment, Wagner's pots (1/2,000 area) were placed inside chambers. The pots were filled with loamy soil, and chemical fertilizer and organic compost were applied as recommended after soil test. The pots were flooded with agricultural water and rice (Shindongjin-byeo) was planted. It was observed that TOC (total organic carbon) of the water increased by the elevated temperatures and the trend continued until the late growth stage of the rice. Soil TOC contents were reduced by the elevated temperatures. C/N ratios of the rice plant decreased by the elevated temperature treatments. Thus, it was assumed that the elevated temperatures induced to decompose soil organic matter. Elevated temperatures significantly increased the culm length (P<0.01) and culm weight (P<0.05) of rice, but the number and weight of rice panicle did not showed significant differences. CONCLUSION: Based on the results, it was suggested that the elevated temperatures had an effect on changes of soil and water carbons under the possible future climate change environment.