• Title/Summary/Keyword: Couple analysis

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Analyzing Contextual Polarity of Unstructured Data for Measuring Subjective Well-Being (주관적 웰빙 상태 측정을 위한 비정형 데이터의 상황기반 긍부정성 분석 방법)

  • Choi, Sukjae;Song, Yeongeun;Kwon, Ohbyung
    • Journal of Intelligence and Information Systems
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    • v.22 no.1
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    • pp.83-105
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    • 2016
  • Measuring an individual's subjective wellbeing in an accurate, unobtrusive, and cost-effective manner is a core success factor of the wellbeing support system, which is a type of medical IT service. However, measurements with a self-report questionnaire and wearable sensors are cost-intensive and obtrusive when the wellbeing support system should be running in real-time, despite being very accurate. Recently, reasoning the state of subjective wellbeing with conventional sentiment analysis and unstructured data has been proposed as an alternative to resolve the drawbacks of the self-report questionnaire and wearable sensors. However, this approach does not consider contextual polarity, which results in lower measurement accuracy. Moreover, there is no sentimental word net or ontology for the subjective wellbeing area. Hence, this paper proposes a method to extract keywords and their contextual polarity representing the subjective wellbeing state from the unstructured text in online websites in order to improve the reasoning accuracy of the sentiment analysis. The proposed method is as follows. First, a set of general sentimental words is proposed. SentiWordNet was adopted; this is the most widely used dictionary and contains about 100,000 words such as nouns, verbs, adjectives, and adverbs with polarities from -1.0 (extremely negative) to 1.0 (extremely positive). Second, corpora on subjective wellbeing (SWB corpora) were obtained by crawling online text. A survey was conducted to prepare a learning dataset that includes an individual's opinion and the level of self-report wellness, such as stress and depression. The participants were asked to respond with their feelings about online news on two topics. Next, three data sources were extracted from the SWB corpora: demographic information, psychographic information, and the structural characteristics of the text (e.g., the number of words used in the text, simple statistics on the special characters used). These were considered to adjust the level of a specific SWB. Finally, a set of reasoning rules was generated for each wellbeing factor to estimate the SWB of an individual based on the text written by the individual. The experimental results suggested that using contextual polarity for each SWB factor (e.g., stress, depression) significantly improved the estimation accuracy compared to conventional sentiment analysis methods incorporating SentiWordNet. Even though literature is available on Korean sentiment analysis, such studies only used only a limited set of sentimental words. Due to the small number of words, many sentences are overlooked and ignored when estimating the level of sentiment. However, the proposed method can identify multiple sentiment-neutral words as sentiment words in the context of a specific SWB factor. The results also suggest that a specific type of senti-word dictionary containing contextual polarity needs to be constructed along with a dictionary based on common sense such as SenticNet. These efforts will enrich and enlarge the application area of sentic computing. The study is helpful to practitioners and managers of wellness services in that a couple of characteristics of unstructured text have been identified for improving SWB. Consistent with the literature, the results showed that the gender and age affect the SWB state when the individual is exposed to an identical queue from the online text. In addition, the length of the textual response and usage pattern of special characters were found to indicate the individual's SWB. These imply that better SWB measurement should involve collecting the textual structure and the individual's demographic conditions. In the future, the proposed method should be improved by automated identification of the contextual polarity in order to enlarge the vocabulary in a cost-effective manner.

The Determinants of Consumption Characteristics and Patterns of Elderly Households (고령자 가구의 소비특성 및 소비패턴 결정요인)

  • Kim, Jinhun
    • 한국노년학
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    • v.36 no.3
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    • pp.905-926
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    • 2016
  • Although the concept of the elderly varies depending on scholars and laws, as consumption expenditure is deeply associated with income due to the nature of this study, 55 years old was set as the low limit standard for the elderly according to Prohibition of Discrimination on Age in Employment and Employment Promotion for the Aged Act and the elderly households were limited to single-elderly person household and an elderly couple family household for this study. It is considered consumption characteristics as a significant analysis subject in terms of social welfare because it could be understood as an expressed need which was a reflection of desire. Therefore, the present study aimed to investigate the consumption characteristics of the elderly households by stereotyping the consumption pattern of the elderly households, and find the determining factors for consumption patterns and thus contribute to the establishment of related policies through the expressed needs of the elderly households. K-means of cluster analysis was performed by putting the consumption expenditure of the elderly households to investigate inherent structural type of consumption pattern of the elderly households, which were the investigation subjects. As a result, four groups were stereotyped and named as below: 'health care-centered type', 'saving-centered type', 'livelihood-centered type', and 'food expenses-centered type' Binary Logistic Regression analysis was used to identify the factors that influence the decision of consumption pattern of the elderly households. The result of study showed that the elderly households faced all different needs and problems and thus there is a need for various approach plans to solve this situation. In particular, although the elderly have been viewed as economically poor people so far, the study showed that there were also kind of prepared households through saving. Overall, livelihoodcentered type accounted for the highest portion and, as a factor that influenced this, marital state and household income played an important role. Therefore, it is considered that more active efforts to increase the income of the elderly households are needed. In addition, age, owning of house and subjective health state were found to also have significant influence. Through these results of the study, the elderly's own improvement of awareness on health, presentation of overall standard for health state of the elderly, securement of the elderly's access to cultural life, and financial management coordination for improvement of quality of life, development and dissemination of jobs suitable for the elderly, and dissemination of communal life household, which is a cooperation residential type, were presented as institutional task in the conclusion.

A Study on the Effects of Gender Differences between the Importance of Basic Psychological Needs and the Components of Love: Focusing on lovers (기본 심리적 욕구 중요성과 사랑의 구성요소 간의 남녀차이 영향연구: 연인을 대상으로)

  • Kim, Byung-Hoon;Cheong, Mee-Sook
    • The Journal of the Korea Contents Association
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    • v.21 no.3
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    • pp.529-540
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    • 2021
  • This study is a test of gender differences between the importance of basic psychological needs and the components of love. The need for research is to verify the relationship between need and love. The purpose of this study is to serve as basic data for preparing a solution to the relationship between lovers and promoting love. Research participants targed a total of 193couples unmarried love couples, 386 person living in Seoul and Gyeonggi metropolitan areas. For the research tools, the basic psychological needs importance scale and components of love scale had been used. Regarding the analysis of the data, as a statistical analysis using SPSS 22, the t-verification, the correlation analysis, and the regression analysis method had been carried out. As a result of the analysis, regarding the importance of the basic psychological needs, regarding the relationship, the females were meaningfully (t=-3.528, p<.01) higher than the males. And, among components of love, regarding the passion and the commitment, the males were meaningfully (t=3.588, p<.001) higher than the females. And, regarding the correlations between the main variables, it appeared that the basic psychological needs importance of the males has a correlation with the components of love. And, regarding the females, it appeared that, among the basic psychological needs importance, only the relationship and the capability have the relationships with the components of love. Regarding the influence of the basic psychological needs importance on the component of love, it appeared that the relationship need importance of the males has a positive (+) influence on the component of love. And, regarding the autonomy need of the males, it appeared that, among the component of love, it has a negative (-) influence on the passion and the commitment. Regarding the females, it appeared that, differently from the males, only the need for a relationship has a positive (+) influence on the components of love. It was found that women's relationship needs had a positive effect on the components of love, but women's desire for autonomy did not affect the components of love, unlike men. Therefore, the importance of the basic psychological needs of love couples influenced the love relationship, and the relationship between the variables showed gender differences. If love couple understands and meets the importance of each other different basic psychological needs when a conflict arises, it will be a helpful resource for resolving conflict and promoting love.

Coupled T-H-M Processes Calculations in KENTEX Facility Used for Validation Test of a HLW Disposal System (고준위 방사성 폐기물 처분 시스템 실증 실험용 KENTEX 장치에서의 열-수리-역학 연동현상 해석)

  • Park Jeong-Hwa;Lee Jae-Owan;Kwon Sang-Ki;Cho Won-Jin
    • Journal of Nuclear Fuel Cycle and Waste Technology(JNFCWT)
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    • v.4 no.2
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    • pp.117-131
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    • 2006
  • A coupled T-H-M(Thermo-Hydro-Mechanical) analysis was carried out for KENTEX (KAERI Engineering-scale T-H-M Experiment for Engineered Barrier System), which is a facility for validating the coupled T-H-M behavior in the engineered barrier system of the Korean reference HLW(high-level waste) disposal system. The changes of temperature, water saturation, and stress were estimated based on the coupled T-H-M analysis, and the influence of the types of mechanical constitutive material laws was investigated by using elastic model, poroelastic model, and poroelastic-plastic model. The analysis was done using ABAQUS, which is a commercial finite element code for general purposes. From the analysis, it was observed that the temperature in the bentonite increased sharply for a couple of days after heating the heater and then slowly increased to a constant value. The temperatures at all locations were nearly at a steady state after about 37.5 days. In the steady state, the temperature was maintained at $90^{\circ}C$ at the interface between the heater and the bentonite and at about $70^{\circ}C$ at the interface between the bentonite and the confining cylinder. The variation of the water saturation with time in bentonite was almost same independent of the material laws used in the coupled T-H-M processes. By comparing the saturation change of T-H-M and that of H-M(Hydro-Mechanical) processes using elastic and poroelastic material mod31 respectively, it was found that the degree of saturation near the heater from T-H-M calculation was higher than that from the coupled H-M calculation mainly because of the thermal flux, which seemed to speed up the saturation. The stresses in three cases with different material laws were increased with time. By comparing the stress change in H-M calculation using poroelasetic and poroelasetic-plastic model, it was possible to conclude that the influence of saturation on the stress change is higher than the influence of temperature. It is, therefore, recommended to use a material law, which can model the elastic-plastic behavior of buffer, since the coupled T-H-M processes in buffer is affected by the variation of void ratio, thermal expansion, as well as swelling pressure.

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A study on the adjustment problems of the aged (노후적응에 관한 연구 - 생활만족도 및 가족의 교류도를 중심으로-)

  • 서병숙
    • Journal of the Korean Home Economics Association
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    • v.27 no.2
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    • pp.133-148
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    • 1989
  • This study attempts of analyze empirically the living status of the elderly in Korea by finding out the problems of it in the family and by clarifying the influences of the family environmental variables and the values on the adjustment of the aged. To carryout the aim of this study, the causes and the patterns of the problems for the aged had been found out through the review of literature. Based on them the questionnaire was prepared including the questions of the values, family environmental vriables as well as the degree of satisfaction of thier liver and the extent of life interchange. The former variables were taken as independent and the latter were taken as dependent variables, so that the relationship between the two variables could be exemplified. The 400 aged over 60 living in Seoul and the other cities were selected through the purposive sampling and interviewed. The answers of the 376 respondents, 94% of the sample, were analyzed for this study. The following results have been found out through the various statistical analysis such as frequency distribution, chi-square test, pearson's correlation, analysis of variance and cluster analysis. At first, the results from the examination of the frequency distribution regarding the living status of the aged are; I) sixteen percent of the respondents living with their married offspring were receiving economical support, though they pointed out the problems of the extended family are the inconveniences with their children (60%) and simpleness (20%) of their livers. It seems that the aged in Korea are poor and have negative opinion on the relationship with their offspring even if they live in the same house. Secondly, it has been found out that the family environmental variables, especially such as sex, occupation, residence, education, level, living ability and the family type, play and important role not only on the degree of satisfaction of their liver but also on the extent of interchange of their lives. However, the variables such as religion and whether the spouse is alive or not do not play and important role. Thirdly, the reported main reasons of their delightness were healthy life (1.87%), the well-being of their offspring (2.08%), the spouse's long life (3.38%), religious activity (5.05%), the hobby activity (4.31%) and the participation in the social activity (5.05%). While, they mainly concern about the illness (1.98%), offspring (2.00%), econmic difficulties (3.39%), inharmonious home (3.81%) and the despicable treatment (3.81%). The respondents wer classified into two groups, they are dependent and independent, using cluster analysis. Health, social activity, offspiring, religion, couple's long life among the factors which lead them to be delighted were turned out to be statistically signhificant at 0.01 significance level between the two groups. As far as their worrisome matters are concerned, health and economic difficulties were significantly different between the two groups. Fourthly, regarding the life interchange, it has been proved that there is a statistically significant differences betwwen the two groups in the economic and the emotional satisfaction, help for ordinary life, status in the family, subjective and objective relationship with offspring, but not in economic dependency and the activity status. Fifthly, it has been noted that there is a high correlation between the degree of life's satisfaction and the extent of life interchange. On the basis of the results mentioned above, it could be concluded taht; i) The majority of the aged in Korea are not economically active, and thus they live with their married offspring even of they have a negative opinion on the subjective relationship with them. This can be pointed out as the main problem of the aged and thus it needs to be studied further. ii) the environmental variables such as age, sex education level, family type and occuption (which can not be changed by their effrot) turned out to give an important effect on the extent of the life interchange among the aged. iii) The respondents who are identified as independent group have a higher degree of life satisfaction and family status than the group identified as defendent. Thus, it can be inferred that it is possible for them to adjust their life by making an effort to modify themselves. iv) The high correlation between the extent of life interchange and the degree of life satisfaction indicates that the elderly themselves can adjust in order to obtain the higher degree of life satisfaction. Therefore, the following suggestions are derived from this study. First of all, the aged should try to be psychologically independent. Second, they need to control themselves in order to achieve self-assurance. Third, the community have to prepare a program of self-development for the aged. Fourth, the social welfare policy that can solve the problem of illness and poverty of the elderly should be introduced, so that their minimum requirements can be satisfied.

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Prenatal Diagnosis of the 22q11.2 Duplication Syndrome

  • Lee, Moon-Hee;Park, So-Yeon;Lee, Bom-Yi;Choi, Eun-Young;Kim, Jin-Woo;Park, Ju-Yeon;Lee, Yeon-Woo;Oh, Ah-Rum;Lee, Shin-Young;Yang, Jae-Hyug;Ryu, Hyun-Mee
    • Journal of Genetic Medicine
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    • v.6 no.2
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    • pp.175-178
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    • 2009
  • The 22q11.2 duplication syndrome is an extremely variable disorder with a phenotype ranging from normal to congenital defects and learning disabilities. Recently, the detection rate of 22q11.2 duplication has been increased by molecular techniques, such as array CGH. In this study, we report a familial case of 22q11.2 duplication detected prenatally. Her first pregnancy was terminated because of 22q11.2 duplication detected incidentally by BAC array CGH. The case was referred due to second pregnancy with same 22q11.2 duplication. We perfomed repeat amniocentesis for karyotype and FISH analysis. Karyotype analysis from amniocytes and parental lymphocytes were normal, while FISH analysis of interphase cells presented a duplication of 22q11.2 in the fetus and phenotypically normal mother. The fetal ultrasound showed grossly normal finding. After genetic counseling about variable phenotype with intrafamilial variability with 50% recurrence rate, the couple decided to continue the pregnancy. The newborn had no apparent congenital abnormalities until 2 weeks after birth. We recommend that family members of patients with a 22q11.2 duplication be tested by the interphase FISH analysis. Also, we point out the importance of genetic counseling and an evaluation of the clinical relevance of diagnostic test results.

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An Analytical Study of the Relationship between Climacteric Symptoms and the Stress of Life Events (갱년기 증상과 생활스트레스의 관계에 관한 연구)

  • Im Eun-Ok
    • Journal of Korean Public Health Nursing
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    • v.8 no.2
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    • pp.1-34
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    • 1994
  • This study has been done in order to analyze the relationship between climacteric symptoms and the stress of life events. For the purpose of this study. objectives set up were as followings. : 1. Climacteric symptoms complained by middle aged women are studied. 2. The stress of life events experienced by middle aged women is studied. 3. The relationship between climacteric symptoms and the stress of life events is studied. 4. The relationship between climacteric symptoms and general characteristics is studied. and the relationship between the stress of life events and general characteristics is also studied. The sample size of this study was 462 cases. The subjects were middle-aged women. who were from 40 to 60 years old and resided in Seoul. Data were collected by using questionnaires which consisted of 122 questions from Jan. 1 to Feb. 7 in 1992. The questionnaires include questions about general characteristics. climacteric symptoms and life events. The measurement scales for this study were adopted from the climacteric symptoms scale developed by Chi. Sung-Ai and the measurement scale of stress related to life events devised by Lee. Pyoung Sook. The analysis of data collected was done by using SPSS-pc package. Firstly. general characteristics were analyzed by using descriptive statistical methods. Secondly. climacteric symptoms were analyzed by using descriptive statistical methods. the analysis of variance and correlation analysis. Thirdly. the stress of life events was studied by using descriptive statistical methods. the analysis of variance. and tests of independence. The results of this study are as followings. 1. General characteristics of the respondents are as followings: The average age is 49. 13. and the age group from 46 to 50 has $30.5\%$ in the respondents. Christianity is the major religion $(42.6\%)$. and the respondents with a high school diploma are $(43.1\%)$ of the respondents. $60\%$ of all respondents are housewives. and $90.5\%$ are married. The average number of children is 2.71. and the average number of family is 4.24 Monthly income of $39.1\%$ of the respondents is from l,010,000 Won to 2,000,000 Won. The premenopausal group is $4.9\%$. and $45.5\%$ of all respondents are satisfied with marrital life. $43.3\%$ of all feel happy. and $13.9\%$ feel economic frustration. $27.9\%$ of respondents are satisfied with sexual life. and $45\%$ of all report that the amount of recreational activities are more needed. 2. The average score of climacteric symptoms is 1. 8461 (The maximum score is 5.0). The symptoms complained frequently are nervousness. muscle-ache. fatigue. headache and knee-ache. Climacteric symptoms are significantly different in menopausal states. age groups. the number of children, marrital satisfaction. the feeling of life. self-reported health states and sexual satisfaction. 3. The life events occurred frequently were 'discord with husband', 'children's important exams', 'separation from husband related to works' and 'vacation'. When life events are analyzed by factors. the most frequently mentioned factor is 'marrital life'. The stress of life events is significantly different in a few general characteristics (age. the number of children, the number of family, monthly income, menopausal status, the feeling of life. self-reported health states, economic satisfaction). 4. The score of climacteric symptoms complained is significantly different according to the stress of life events (p<0.051, Especially, the difference is the widest in psychological symptoms according to the factor of 'couple. marrital life' among stressful life events. In Summary, climacteric symptoms complained by middle-aged women are related to the amount of the stress of life events. Whether life events are positive of negative is not important. Yet. climacteric symptoms and stressful life events are deeply related to general characteristics. so we can not insist strongly that one be directly related to the other.

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Analysis of Forest Therapy Program Needs according to Emotional Characteristics of Subfertile Women (난임여성의 정서적 특성에 따른 산림치유 프로그램 요구 분석)

  • Bu, Seo-Yun;Shin, Chang-Seob
    • Korean Journal of Environment and Ecology
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    • v.34 no.1
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    • pp.72-84
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    • 2020
  • The purpose of this study is to provide a reference for the development of forest therapy programs for subfertile women. This exploratory study identifies the emotional characteristics of subfertile women and the demands for forest therapy according to the emotional characteristics and provides basic data for the development and operation of forest therapy programs. This study surveyed 200 subfertile women who visited a subfertility hospital in Seoul on 33 items of subfertile women's emotional characteristics and requirements of forest therapy programs. We conducted the frequency analysis, cross-analysis, and one-way ANOVA to determine the correlation and importance between the emotional characteristics of subfertile women and the demands for forest therapy programs using the SPSS 21.0 program. Emotional traits of subfertile women included pressure on pregnancy, anxiety/fear, depression, hopelessness, helplessness, loneliness, sadness, shame/guilt, impatience/frustration, and anger/hypersensitivity. Of these traits, pressure on pregnancy, depression, hopelessness, helplessness, loneliness, sadness, anger/hypersensitivity, and anxiety/fear were particularly high among subfertile women. The demands for forest therapy programs also differed according to the emotional characteristics of subfertile women. There was a significant difference in the operation mode of the subfertile couple's forest therapy program according to the pressure, shame, and guilt of pregnancy. There was a significant difference in the experience of participating in a program according to anxiety and fear and in the reason for not being able to participate in the forest therapy program according to depression, hopelessness, helplessness, loneliness, and sadness. There was a significant difference in couples participating the in the forest therapy program according to impatience and frustration. There was a significant difference in the experience of participating in the forest therapy program and the effect of self-help groups through the forest therapy program for subfertile women according to anger and hypersensitivity. We expect that the results of this study would be useful as the reference data for developing forest therapy programs for the improvement of the mental health of subfertile women.

STRESS DISTRIBUTION IN ESTHETIC ORTHODONTIC BRACKETS : AN ANALYSIS USING THE FINITE ELEMENT METHOD (유한요소 분석을 통한 심미적 교정 브라켓의 응력 및 구조분석에 관한 연구)

  • Lee, Won-You;An, Ju-Sam;Park, Young-Cheol;Park, Myeong-Kyun;Sohn, Hong-Bum;Jeong, Si-Dong
    • The korean journal of orthodontics
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    • v.28 no.1 s.66
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    • pp.43-49
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    • 1998
  • The aim of this study were to measure and compare the stress level on three type brackets and each other material (stainless steel, ceramic) with tipping and torquing forces by using the finite element analysis and to design biomechanically favorable brackets. For this study, three kinds of brackets were selected(A:Transcend-RMO, B:Signature-Unitek, C:PAW: plain archwire appliance-applied for a patent in Yonsei Udiversity). The slot size of bracket was 0.022inch and the size of archwire was 0.0175x0.025inch and taper shaped archwire was used in PAW. Loading force in tipping was 4.27N and torquing force was 32.858N applied by archwire torsion with 19.7degree and 11.3 degree in C type bracket. The conclusions were that (1) The finite element method proved to be a useful tool in the stress analysis of orthodontic bracket subjected to various forces. (2) With tipping, the stresses were concentrated at the gingival wall of the wire slot where it meets the mesial bracket surface and the incisal wall of the wire slot where it meets the distal bracket surface and with torquing, the stresses were concentrated at the junction of the gingival or incisal wall and base of the slot. (3) The maximum stress value was higher in torquing force than tipping force and therefore it is desirable to design on the basis of torquing force. (4) It was considered that the change in material might be affect on the diminish of stress value in the place of stess concentration. (5) The maximum stress value was highest on PAW bracket when the tipping and torquing force was applied and therefore it would be desirable to use mechanically favorable material on PAW bracket.

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The Effect of Herding Behavior and Perceived Usefulness on Intention to Purchase e-Learning Content: Comparison Analysis by Purchase Experience (무리행동과 지각된 유용성이 이러닝 컨텐츠 구매의도에 미치는 영향: 구매경험에 의한 비교분석)

  • Yoo, Chul-Woo;Kim, Yang-Jin;Moon, Jung-Hoon;Choe, Young-Chan
    • Asia pacific journal of information systems
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    • v.18 no.4
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    • pp.105-130
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    • 2008
  • Consumers of e-learning market differ from those of other markets in that they are replaced in a specific time scale. For example, e-learning contents aimed at highschool senior students cannot be consumed by a specific consumer over the designated period of time. Hence e-learning service providers need to attract new groups of students every year. Due to lack of information on products designed for continuously emerging consumers, the consumers face difficulties in making rational decisions in a short time period. Increased uncertainty of product purchase leads customers to herding behaviors to obtain information of the product from others and imitate them. Taking into consideration of these features of e-learning market, this study will focus on the online herding behavior in purchasing e-learning contents. There is no definite concept for e-learning. However, it is being discussed in a wide range of perspectives from educational engineering to management to e-business etc. Based upon the existing studies, we identify two main view-points regarding e-learning. The first defines e-learning as a concept that includes existing terminologies, such as CBT (Computer Based Training), WBT (Web Based Training), and IBT (Internet Based Training). In this view, e-learning utilizes IT in order to support professors and a part of or entire education systems. In the second perspective, e-learning is defined as the usage of Internet technology to deliver diverse intelligence and achievement enhancing solutions. In other words, only the educations that are done through the Internet and network can be classified as e-learning. We take the second definition of e-learning for our working definition. The main goal of this study is to investigate what factors affect consumer intention to purchase e-learning contents and to identify the differential impact of the factors between consumers with purchase experience and those without the experience. To accomplish the goal of this study, it focuses on herding behavior and perceived usefulness as antecedents to behavioral intention. The proposed research model in the study extends the Technology Acceptance Model by adding herding behavior and usability to take into account the unique characteristics of e-learning content market and e-learning systems use, respectively. The current study also includes consumer experience with e-learning content purchase because the previous experience is believed to affect purchasing intention when consumers buy experience goods or services. Previous studies on e-learning did not consider the characteristics of e-learning contents market and the differential impact of consumer experience on the relationship between the antecedents and behavioral intention, which is the target of this study. This study employs a survey method to empirically test the proposed research model. A survey questionnaire was developed and distributed to 629 informants. 528 responses were collected, which consist of potential customer group (n = 133) and experienced customer group (n = 395). The data were analyzed using PLS method, a structural equation modeling method. Overall, both herding behavior and perceived usefulness influence consumer intention to purchase e-learning contents. In detail, in the case of potential customer group, herding behavior has stronger effect on purchase intention than does perceived usefulness. However, in the case of shopping-experienced customer group, perceived usefulness has stronger effect than does herding behavior. In sum, the results of the analysis show that with regard to purchasing experience, perceived usefulness and herding behavior had differential effects upon the purchase of e-learning contents. As a follow-up analysis, the interaction effects of the number of purchase transaction and herding behavior/perceived usefulness on purchase intention were investigated. The results show that there are no interaction effects. This study contributes to the literature in a couple of ways. From a theoretical perspective, this study examined and showed evidence that the characteristics of e-learning market such as continuous renewal of consumers and thus high uncertainty and individual experiences are important factors to be considered when the purchase intention of e-learning content is studied. This study can be used as a basis for future studies on e-learning success. From a practical perspective, this study provides several important implications on what types of marketing strategies e-learning companies need to build. The bottom lines of these strategies include target group attraction, word-of-mouth management, enhancement of web site usability quality, etc. The limitations of this study are also discussed for future studies.