• 제목/요약/키워드: Car Safety

검색결과 1,007건 처리시간 0.025초

정밀도로지도 개선을 위한 정밀도로지도 객체 활용성 검증 (High Definition Road Map Object usability Verification for High Definition Road Map improvement)

  • 오종민;송용현;홍송표;신영민;고영진
    • 한국측량학회지
    • /
    • 제38권4호
    • /
    • pp.375-382
    • /
    • 2020
  • 세계적으로 4차 산업혁명 시대에 접어들면서 자율주행차에 대한 관심이 증대되고 있으나 최근 보행자사고, 차대차사고 등 안전 확보 등의 이슈로 이에 대한 기술적인 모델로서 차선, 노면표시 등 도로정보와 신호등, 교통표지판 등 시설물 정보가 포함된 3차원 정밀도로지도(HD Map: High Definition Map) 수요가 높아지고 있다. 하지만, 수요에 따른 일부 보완점들이 계속적으로 제기되고 있어, 정밀도로지도를 활용하는 기관·기업들의 의견을 수렴하고 그에 따른 정밀도로지도의 개선이 필요한 실정이다. 본 연구는 국토지리정보원에서 주최하고 공간정보산업진흥원에서 주관했던 정밀도로지도 활용성 검증 공모전의 결과를 활용하여 연구를 수행하였다. 본 연구를 위해서 정밀도로지도의 개선을 위한 정밀도로지도 객체 검증을 위해 정밀도로지도의 레이어 및 레이어 코드를 조사하고, 그에 따라 정밀도로지도 객체 검증 항목을 구성하였으며 그 항목에 따라 정밀도로지도 활용성 검증 공모전 참가자들이 검증을 수행하고, 그 결과를 분석하였다. 그 결과 참가자들이 가장 많이 사용한 레이어별 코드는 평면교차로 등이며, 가장 높은 사용률을 보여주는 코드는 안전표지로 나타났다. 또한 부속구간 및 높이 장애물의 사용률은 각각 16.67%, 8.88%로 낮은 비율을 보여주었다. 이번 연구로 향후 정밀도로지도의 활용을 위해서 지속적으로 수요처의 의견을 수렴하여 수요처에서 실제로 필요한 레이어와 이에 대한 데이터 모델을 개선하는 연구가 필요할 것으로 예상된다.

일 대학병원 호스피스 병동 입원 환자의 간호활동시간 측정과 원가산정 (Determination of Cost and Measurement of nursing Care Hours for Hospice Patients Hospitalized in one University Hospital)

  • 김경운
    • 간호행정학회지
    • /
    • 제6권3호
    • /
    • pp.389-404
    • /
    • 2000
  • This study was designed to determine the cost and measurement of nursing care hours for hospice patients hostpitalized in one university hospital. 314 inpatients in the hospice unit 11 nursing manpower were enrolled. Study was taken place in C University Hospital from 8th to 28th, Nov, 1999. Researcher and investigator did pilot study for selecting compatible hospice patient classification indicators. After modifying patient classification indicators and nursing care details for general ward, approved of content validity by specialist. Using hospice patient classification indicators and per 5 min continuing observation method, researcher and investigator recorded direct nursing care hours, indirect nursing care hours, and personnel time on hospice nursing care hours, and personnel time on hospice nursing care activities sheet. All of the patients were classified into Class I(mildly ill), Class II (moderately ill), Class III (acutely ill), and Class IV (critically ill) by patient classification system (PCS) which had been carefully developed to be suitable for the Korean hospice ward. And then the elements of the nursing care cost was investigated. Based on the data from an accounting section (Riccolo, 1988), nursing care hours per patient per day in each class and nursing care cost per patient per hour were multiplied. And then the mean of the nursing care cost per patient per day in each class was calculated. Using SAS, The number of patients in class and nursing activities in duty for nursing care hours were calculated the percent, the mean, the standard deviation respectively. According to the ANOVA and the $Scheff{\'{e}$ test, direct nursing care hours per patient per day for the each class were analyzed. The results of this study were summarized as follows : 1. Distribution of patient class : class IN(33.5%) was the largest class the rest were class II(26.1%) class III(22.6%), class I(17.8%). Nursing care requirements of the inpatients in hospice ward were greater than that of the inpatients in general ward. 2. Direct nursing care activities : Measurement ${\cdot}$ observation 41.7%, medication 16.6%, exercise ${\cdot}$ safety 12.5%, education ${\cdot}$ communication 7.2% etc. The mean hours of direct nursing care per patient per day per duty were needed ; 69.3 min for day duty, 64.7 min for evening duty, 88.2 min for night duty, 38.7 min for shift duty. The mean hours of direct nursing care of night duty was longer than that of the other duty. Direct nursing care hours per patient per day in each class were needed ; 3.1 hrs for class I, 3.9 hrs for class II, 4.7 hrs for class III, and 5.2 hrs for class IV. The mean hours of direct nursing care per patient per day without the PCS was 4.1 hours. The mean hours of direct nursing care per patient per day in class was increased significantly according to increasing nursing care requirements of the inpatients(F=49.04, p=.0001). The each class was significantly different(p<0.05). The mean hours of direct nursing care of several direct nursing care activities in each class were increased according to increasing nursing care requirements of the inpatients(p<0.05) ; class III and class IV for medication and education ${\cdot}$ communication, class I, class III and class IV for measurement ${\cdot}$ observation, class I, class II and class IV for elimination ${\cdot}$ irrigation, all of class for exercise ${\cdot}$ safety. 3. Indirect nursing care activities and personnel time : Recognization 24.2%, house keeping activity 22.7%, charting 17.2%, personnel time 11.8% etc. The mean hours of indirect nursing care and personnel time per nursing manpower was 4.7 hrs. The mean hours of indirect nursing care and personnel time per duty were 294.8 min for day duty, 212.3 min for evening duty, 387.9 min for night duty, 143.3 min for shift duty. The mean of indirect nursing care hours and personnel time of night duty was longer than that of the other duty. 4. The mean hours of indirect nursing care and personnel time per patient per day was 2.5 hrs. 5. The mean hours of nursing care per patient per day in each class were class I 5.6 hrs, class II 6.4 hrs, class III 7.2 hrs, class IV 7.7 hrs. 6. The elements of the nursing care cost were composed of 2,212 won for direct nursing care cost, 267 won for direct material cost and 307 won for indirect cost. Sum of the elements of the nursing care cost was 2,786 won. 7. The mean cost of the nursing care per patient per day in each class were 15,601.6 won for class I, 17,830.4 won for class II, 20,259.2 won for class III, 21,452.2 won for class IV. As above, using modified hospice patient classification indicators and nursing care activity details, many critical ill patients were hospitalized in the hospice unit and it reflected that the more nursing care requirements of the patients, the more direct nursing care hours. Emotional ${\cdot}$ spiritual care, pain ${\cdot}$ symptom control, terminal care, education ${\cdot}$ communication, narcotics management and delivery, attending funeral ceremony, the major nursing care activities, were also the independent hospice service. But it is not compensated by the present medical insurance system. Exercise ${\cdot}$ safety, elimination ${\cdot}$ irrigation needed more nursing care hours as equal to that of intensive care units. The present nursing management fee in the medical insurance system compensated only a part of nursing car service in hospice unit, which rewarded lower cost that that of nursing care.

  • PDF

A study on the Regulatory Environment of the French Distribution Industry and the Intermarche's Management strategies

  • Choi, In-Sik;Lee, Sang-Youn
    • 산경연구논집
    • /
    • 제3권1호
    • /
    • pp.7-16
    • /
    • 2012
  • Despite the enforcement of SSM control laws such as 'the Law of Developing the Distribution Industry (LDDI)' and 'the Law of Promoting Mutual Cooperation between Large and Small/medium Enterprises (LPMC)' stipulating the business adjustment system, the number of super-supermarkets (SSMs) has ever been expanding in Korea. In France, however, Super Centers are being regulated most strongly and directly in the whole Europe viewing that there is not a single SSM in Paris, which is emphasized to be the outcome from French government's regulation exerted on the opening of large scale retail stores. In France, the authority to approve store opening is deeply centralized and the store opening regulation is a socio-economic regulation driven by economic laws whereas EU strongly regulates the distribution industry. To control the French distribution industry, such seven laws and regulations as Commission départementale d'urbanisme commercial guidelines (CDLIC) (1969), the Royer Law (1973), the Doubin Law (1990), the Sapin Law (1993), the Raffarin Law (1996), solidarite et renouvellement urbains (SRU) (2000), and Loi de modernisation de l'économie (LME) (2009) have been promulgated one by one since the amendment of the Fontanet guidelines, through which commercial adjustment laws and regulations have been complemented and reinforced while regulatory measures have been taken. Even in the course of forming such strong regulatory laws, InterMarche, the largest supermarket chain in France, has been in existence as a global enterprise specialized in retail distribution with over 4,000 stores in Europe. InterMarche's business can be divided largely into two segments of food and non-food. As a supermarket chain, InterMarche's food segment has 2,300 stores in Europe and as a hard-discounter store chain in France, Netto has 420 stores. Restaumarch is a chain of traditional family restaurants and the steak house restaurant chain of Poivre Rouge has 4 restaurants currently. In addition, there are others like Ecomarche which is a supermarket chain for small and medium cities. In the non-food segment, the DIY and gardening chain of Bricomarche has a total of 620 stores in Europe. And the car-related chain of Roady has a total of 158 stores in Europe. There is the clothing chain of Veti as well. In view of InterMarche's management strategies, since its distribution strategy is to sell goods at cheap prices, buying goods cheap only is not enough. In other words, in order to sell goods cheap, it is all important to buy goods cheap, manage them cheap, systemize them cheap, and transport them cheap. In quality assurance, InterMarche has guaranteed the purchase safety for consumers by providing its own private brand products. InterMarche has 90 private brands of its own, thus being the retailer with the largest number of distributor brands in France. In view of its IT service strategy, InterMarche is utilizing a high performance IT system so as to obtainas much of the market information as possible and also to find out the best locations for opening stores. In its global expansion strategy of international alliance, InterMarche has established the ALDIS group together with the distribution enterprises of both Spain and Germany in order to expand its food purchase, whereas in the non-food segment, it has established the ARENA group in alliance with 11 international distribution enterprises. Such strategies of InterMarche have been intended to find out the consumer needs for both price and quality of goods and to secure the purchase and supply networks which are closely localized. It is necessary to cope promptly with the constantly changing circumstances through being unified with relevant regions and by providing diversified customer services as well. In view of the InterMarche's positive policy for promoting local partnerships as well as the assistance for enhancing the local economic structure, implications are existing for those retail distributors of our country.

  • PDF

2014년 주요 의료판결 분석 (Review of 2014 Major Medical Decisions)

  • 정혜승;이동필;유현정;이정선
    • 의료법학
    • /
    • 제16권1호
    • /
    • pp.155-190
    • /
    • 2015
  • 법원은 2014년에도 의료와 관련된 의미 있는 판결들을 선고하였다. 법원은 수술 시 의료기구를 본래의 용도와 달리 사용하던 중 부러진 경우 이로 인한 사고에 의료진의 과실을 추정하였고, 설명의무와 관련하여 안전성이 검증되지 않은 수술을 시행하는 경우 설명의무 위반과 부작용 발생 사이의 인과관계를 인정하여 전손해배상이 인정될 수 있다는 점, 미용수술의 경우 일반적인 의료행위에 비하여 설명의무의 대상이 확대되어야 하는 점, 예상할 수 없는 범위에까지 설명의무를 인정할 수는 없는 점 등을 판시하였다. 또한 법원은 환자의 자기결정권과 의사의 진료의무 사이에 충돌이 발생한 경우 자기결정권 행사의 요건과 한계를 제시하였으며, 자동차보험계약이란 자동차사고와 관련된 배상 책임은 보험회사가 부담하기로 하는 계약이므로 비록 의료법에 위반되어 설립된 사무장 병원이라 하더라도 환자를 치료하고 보험금을 수령하는 것은 불법행위에 해당하지 않는다고 판시하였다. 의료기관 자체가 부당한 경제적 이익을 얻었을 뿐 의료기관 종사자들이 별다른 이익을 얻지 않은 경우, 리베이트 수수를 금지하는 의료법에 따라 의료기관 종사자들을 처벌할 수 없다는 견해를 밝힌 판결도 눈에 띈다. 그리고 법원은 업무정지처분을 받은 의료기관을 폐업하더라도 같은 장소에서 같은 운영자가 새로이 의료기관을 개설하는 경우 처분의 효과가 미친다고 판시하였고, 의사가 스스로 개설한 의료기관 외에서 진료행위를 할 수 있는 요건에 대하여 판시하였으며, 의료법을 위반한 혐의로 유죄 판결이 확정되기 전에는 이를 이유로 행정처분을 할 수 없다고 판시하였다.

  • PDF

경운기의 반사등 유무와 교통사고와 관련성 (Relationship Between Reflective Light and Traffic Accidents Involving Power-Tillers)

  • 이경은;이흔지;곽원건;지명구;송현석;홍선영;강미진;주석;이관;정해관;임현술
    • 농촌의학ㆍ지역보건
    • /
    • 제28권2호
    • /
    • pp.61-70
    • /
    • 2003
  • 농업 기계화가 급속하게 진행되면서 기계의 사용이 증가하면서 많은 사고가 발생하였다. 이 중 경운기는 빈번한 교통사고로 그 피해가 막대하였다. 이에 본 연구자들은 경운기 교통사고의 실태를 조사하고 경운기 뒷면에 부착된 반사등 유무에 따라 교통사고의 발생에 어떤 영향을 미치는지 알아보고자 이 연구를 수행하였다. 경운기 교통사고는 경주시 현곡면의 경우 최근 5년간, 포항시 기계면은 최근 2년간에 발생한 사고를 대상으로 하였다. 면사무소와 경찰서를 방문하여 경운기 관련 교통사고를 조사하였고, 경미한 사고의 경우 직접 조사하였다. 본 연구에서 경운기에 의한 교통사고는 반사등이 효력을 나타내는 시간대인 새벽이나 밤 등 어두운 시간대에 일어난 자동차 대 경운기의 추돌 사고로 정의하였다. 정의에 따라 9건의 경운기 교통사고를 조사하였으며, 경운기 운전자의 나이, 성별, 운전 경력 등에 따라 미사고군 36건을 선정하여 총 45건을 대상으로 환자-대조군 연구를 수행하였다. 사고군과 미사고군에 대해 설문조사를 실시하였다. 설문지에는 운전자의 일반적 특성, 반사등의 예방효과와 경운기 안전에 대한 인식도 등의 항목을 포함하였으며, 사고군에 대해서는 사고 당시의 계절, 시간, 장소, 반사등 부착유무 등의사고 상황을추가 조사하였다. 본 연구 대상에서 정의한 경운기 교통사고는 총 9건이었다. 미사고군 36건을 포함한 전체 44대의 경운기 중 현재 반사등 부착 경운기는 32대(72.7%)이었다. 현재 반사등의 상태에 대해 양호하다고 응답한 사람은 사고군 6명(75.0%), 미사고군 12명(50.0%)으로 응답자 32명 중 18명(56.3%)이었다. 야간운행 시 반사등의 예방효과에 관한 인지도 조사에서는 사고군 7명(87.5%), 미사고군 19명(52.8%)으로 응답자 44명 중 26명(59.1%)이 인지하고 있었다. 경운기 반사등 부착운동에 대한 인지도는 사고군 8명(100.0%), 미사고군 30명(83.3%)으로 전체 44명 중에서 38명(86.4%)이 인지하고 있었다. 경운기 안전수칙에 관한 인지도 조사에서는 사고군 6명(75.0%), 미사고군 26명(72.2%)으로 전체 44명 중 32명(72.7%)이 인지하고 있었다. 반사등 부착 유무에 따른 사고율은 반사등 부착군 7.7%, 반사등 미부착군 36.8%로 반사등 미부착군에서 유의하게 사고율이 높았다. 반사등 부착 경운기에 대한 반사등 미부착 경운기의 교차비는 7.00(95% CI: 1.26-38.99)이었다. 본 연구 결과에 의하면 경운기 사고는 반사등 부착에 의해서 크게 감소될 수 있을 것으로 생각한다. 그동안 인식 부족으로 많은 경운기 사고가 정확한 원인 조사가 이루지 않았을 가능성이 높다. 따라서 보다 광범위한 조사를 바탕으로 경운기 사고에 대한 체계적인 연구가 필요하다. 또한 경운기 사고에 대한 의료인의 관심이 필요하며 사고 예방을 위해서 정부의 현명한 대책이 중요하다.

  • PDF

설비공학 분야의 최근 연구 동향: 2014년 학회지 논문에 대한 종합적 고찰 (Recent Progress in Air-Conditioning and Refrigeration Research: A Review of Papers Published in the Korean Journal of Air-Conditioning and Refrigeration Engineering in 2014)

  • 이대영;김사량;김현정;김동선;박준석;임병찬
    • 설비공학논문집
    • /
    • 제27권7호
    • /
    • pp.380-394
    • /
    • 2015
  • This article reviews the papers published in the Korean Journal of Air-Conditioning and Refrigeration Engineering during 2014. It is intended to understand the status of current research in the areas of heating, cooling, ventilation, sanitation, and indoor environments of buildings and plant facilities. Conclusions are as follows. (1) The research works on the thermal and fluid engineering have been reviewed as groups of heat and mass transfer, cooling and heating, and air-conditioning, the flow inside building rooms, and smoke control on fire. Research issues dealing with duct and pipe were reduced, but flows inside building rooms, and smoke controls were newly added in thermal and fluid engineering research area. (2) Research works on heat transfer area have been reviewed in the categories of heat transfer characteristics, pool boiling and condensing heat transfer and industrial heat exchangers. Researches on heat transfer characteristics included the results for thermal contact resistance measurement of metal interface, a fan coil with an oval-type heat exchanger, fouling characteristics of plate heat exchangers, effect of rib pitch in a two wall divergent channel, semi-empirical analysis in vertical mesoscale tubes, an integrated drying machine, microscale surface wrinkles, brazed plate heat exchangers, numerical analysis in printed circuit heat exchanger. In the area of pool boiling and condensing, non-uniform air flow, PCM applied thermal storage wall system, a new wavy cylindrical shape capsule, and HFC32/HFC152a mixtures on enhanced tubes, were actively studied. In the area of industrial heat exchangers, researches on solar water storage tank, effective design on the inserting part of refrigerator door gasket, impact of different boundary conditions in generating g-function, various construction of SCW type ground heat exchanger and a heat pump for closed cooling water heat recovery were performed. (3) In the field of refrigeration, various studies were carried out in the categories of refrigeration cycle, alternative refrigeration and modelling and controls including energy recoveries from industrial boilers and vehicles, improvement of dehumidification systems, novel defrost systems, fault diagnosis and optimum controls for heat pump systems. It is particularly notable that a substantial number of studies were dedicated for the development of air-conditioning and power recovery systems for electric vehicles in this year. (4) In building mechanical system research fields, seventeen studies were reported for achieving effective design of the mechanical systems, and also for maximizing the energy efficiency of buildings. The topics of the studies included energy performance, HVAC system, ventilation, and renewable energies, piping in the buildings. Proposed designs, performance performance tests using numerical methods and experiments provide useful information and key data which can improve the energy efficiency of the buildings. (5) The field of architectural environment was mostly focused on indoor environment and building energy. The main researches of indoor environment were related to the evaluation of work noise in tunnel construction and the simulation and development of a light-shelf system. The subjects of building energy were worked on the energy saving of office building applied with window blind and phase change material(PCM), a method of existing building energy simulation using energy audit data, the estimation of thermal consumption unit of apartment building and its case studies, dynamic window performance, a writing method of energy consumption report and energy estimation of apartment building using district heating system. The remained studies were related to the improvement of architectural engineering education system for plant engineering industry, estimating cooling and heating degree days for variable base temperature, a prediction method of underground temperature, the comfort control algorithm of car air conditioner, the smoke control performance evaluation of high-rise building, evaluation of thermal energy systems of bio safety laboratory and a development of measuring device of solar heat gain coefficient of fenestration system.

쇼핑 가치 추구 성향에 따른 쇼핑 목표와 공유 의도 차이에 관한 연구 - 전자제품 구매고객을 중심으로 (Shopping Value, Shopping Goal and WOM - Focused on Electronic-goods Buyers)

  • 박경원;박주영
    • 마케팅과학연구
    • /
    • 제19권2호
    • /
    • pp.68-79
    • /
    • 2009
  • The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.

  • PDF