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A Study of the Nutritional Knowledge and Diet Practice Behavior of College Students (남녀 대학생의 영양지식과 다이어트 행동에 관한 연구)

  • Song, Byeng-Chun;Cho, Ji-Hyun;Lee, In-Yul;Kim, Mi-Kyung
    • Journal of the Korean Society of Food Culture
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    • v.23 no.4
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    • pp.538-542
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    • 2008
  • The principal objective of this study was to determine the effects of diet knowledge and perception on diet practice behavior among university students. Data were collected between March and April of 2005 from 523 male and female university students in Seoul and Chungbuk, via a self-administered questionnaire. The subjects included 217 male students (41.5%) and 306 female students (58.5%), and 52.0% of the subjects were 21-23 years old. With regard to residence type, 42.6% of the subjects lived in the dormitory, home (29.1%) self-boarding (19.5%) and meal (8.8) were in the order. The average weights and heights of the subjects were as follows: 70.9$\pm$9.0 kg and 174.3$\pm$4.4 cm in the male students and 53.9$\pm$5.9 kg and 161.3$\pm$4.5 cm in the female students. The average BMI values of the male and female students were 23.4$\pm$2.5 and 20.8$\pm$2.1, respectively. The average nutritional knowledge scores were as follows: 1.96 out of 3.0, dietary habit (2.13), nutrition (2.0), exercise (1.98), preferred food (1.90), and chronic disease (1.79). We noted no significant differences between the male and female subjects in terms of scored points. Nutritional knowledge by gender and residence type were shown to be significantly different--the male subjects had higher scores for exercise than did the female subjects. The self-boarding subjects had significantly lower scores with regard to nutritional knowledge and chronic disease. The experience and duration of previous diet practice were also significantly different with regard to gender and residence type. The male subjects tended to conduct diet practice for longer periods than females. The self-boarding students reported more attempts at diet behavior, but for shorter durations. The results show that the nutritional knowledge and diet practice behavior of the subjects were influenced by gender and residence type.

Effects of lysine concentration of the diet on growth performance and meat quality in finishing pigs with high slaughter weights

  • Tae-Whan Park;Eun-Yeong Lee;Yeunhae Jung;Yu Min Son;Sang-Hyon Oh;Doo-Hwan Kim;Chul Young Lee;Seon-Tea Joo;Jae-Cheol Jang
    • Journal of Animal Science and Technology
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    • v.65 no.6
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    • pp.1242-1253
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    • 2023
  • The present study aimed to investigate the feasibility of using a diet low in lysine content as a means for increasing the intramuscular fat (IMF) content and pork muscle quality of finishing pigs. Thirty-two crossbred gilts and barrows weighing approximately 80 kg were fed either a low-lysine diet (0.60%; Low-lys) or a control diet (0.80% lysine; Med-lys) under a 2 × 2 factorial arrangement of treatments. The animals were slaughtered at a 132-kg body weight (BW) on average, followed by physicochemical analyses and sensory evaluation on Longissimus lumborum (LL) and Semitendinosus (ST) muscles. The average daily gain (ADG) did not differ between the Med-lys and Low-lys groups. However, ADG exhibited a tendency of sex × diet interaction (p = 0.09), being greater for barrows vs. gilts on the Low-lys diet (p < 0.05), but not on the Med-lys diet. Backfat thickness adjusted for 132-kg BW also exhibited the interaction; it was greater for the Low-lys vs. Med-lys group within gilts but tended to be less for the former in barrows (p = 0.08). The IMF content was not influenced by the diet or sex in either LL or ST. The a*, b*, and Warner-Bratzler Shear Force values and fatty acid composition were influenced by the sex or diet in either or both of the muscles, but the treatment effects did not apparently influence the meat quality. Sensory scores for the flavor, juiciness, tenderness, umami, and palatability of cooked muscle were not influenced by the diet in either LL or ST. When the LL and ST data were pooled, scores for those sensory attributes were positively correlated with the IMF content, which was associated with overall greater IMF contents and greater sensory scores for ST vs. LL. Collectively, the Low-lysine diet seemingly elicited the intended lysine deficiency in gilts as indicated by the increased BFT due to the diet. However, the Low-lys diet was not effective for increasing the IMF deposition or eating quality of the pork muscle of finishing pigs slaughtered at high BW probably because its lysine content was not low enough to elicit either outcome.

Effect of body weight at photostimulation on productive performance and welfare aspects of commercial layers

  • Fazal Raziq;Jibran Hussain;Sohail Ahmad;Muhammad Asif Hussain;Muhammad Tahir Khan;Assad Ullah;Muhammad Qumar;Fazal Wadood;Gull-e-Faran
    • Animal Bioscience
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    • v.37 no.3
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    • pp.500-508
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    • 2024
  • Objective: Due to current selection practices for increased egg production and peak persistency, the production profile, age at maturity, and body weight criteria for commercial layers are constantly changing. Body weight and age at the time of photostimulation will thus always be the factors that need to be adequately addressed among various production systems. The current study was carried out to determine the effects of pullets' body weight (low, medium, and heavy) on their performance, welfare, physiological response, and hormonal profile. Methods: With regard to live weight, 150 16-week-old pullets were divided into three groups using a completely randomized design (CRD) and held until the 50th week. One-way analysis of variance was used to evaluate the data under the CRD, and the least significant difference test was used to distinguish between treatment means. Results: In comparison to the medium and light birds, the heavy birds had higher body weight at maturity, an earlier age at maturity, and higher egg weight, eggshell weight, eggshell thickness, egg yolk index, breaking strength, egg surface area, egg shape index, egg volume, and hormonal profile except corticosterone. However, the medium and light birds had lower feed consumption rates per dozen eggs and per kilogram of egg mass than the heavy birds. Light birds showed greater body weight gain, egg production, and egg specific gravity than the other categories. At 20 weeks of age, physiological response, welfare aspects, and catalase were non-significant; however, at 50 weeks of age, all these factors-aside from catalase-were extremely significant. Conclusion: The findings of this study indicate that layers can function at lower body weights during photostimulation; hence, dietary regimens that result in lighter pullets may be preferable. Additionally, the welfare of the birds was not compromised by the lighter weight group.

Analytic Hierarchy Process approach to estimate weights of menu management in the school foodservice (계층적 분석과정을 적용한 학교급식 식단 구성의 중요도 분석)

  • Hyo Bin Im;Seo Ha Lee;Hojin Lee;Lana Chung;Min A Lee
    • Journal of Nutrition and Health
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    • v.57 no.3
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    • pp.349-364
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    • 2024
  • Purpose: This study used the Analytic Hierarchy Process to evaluate the relative importance of the factors that school nutrition teachers and dietitians consider during menu planning for school foodservices across various educational levels. Methods: An online survey was conducted from December 2023 to January 2024. The hierarchical structure for school foodservice menu management was developed through content analysis, consisting of five high-level categories and 3-4 low-level factors. Questionnaires were distributed to 395 nutrition teachers and dietitians from kindergarten, elementary, middle, and high schools nationwide. One hundred and sixty-six responses were received, resulting in a 42.0% return rate. These responses were analyzed using Microsoft Excel and SPSS Statistics. Results: The most commonly referenced sources for school foodservice menu planning were 'menus obtained from websites' (19.4%). The most significant challenge encountered was 'incorporating students' preferences' (18.6%). In the hierarchy of categories considered for school foodservice menu management, 'employees and facilities' ranked highest (0.2347), followed by 'preference' (0.2312), 'nutrition balance' (0.2027), 'cooking process' (0.1726), and 'food materials' (0.1588). Within each category, the top-ranked factors were 'employees' cooking skills' (0.3759), 'students' preferences' (0.4310), 'dietary reference intakes' (0.4968), 'foodservice hygiene' (0.4374), and 'food costs' (0.4213). The study also compared the relative importance of factors according to the educational levels, and the top-ranked factors were the same across all educational levels. In particular, 'students' preferences', 'dietary reference intake', and 'food costs' aligned with the top three challenges in school foodservice menu planning. Conclusion: Enhancing working conditions for school foodservice employees and developing menu planning methods that accommodate students' preferences are necessary. These findings will provide foundational data for future school foodservice menu management strategies.

Studies on the Meat Production and Woolskin Processing of Sheep and Korean Native Goats for Increasing Farm Income as a Family Subsidiary Work (농가부업(農家副業)의 소득향상(所得向上)을 위한 양육생산(羊肉生産) 및 모피가공(毛皮加工)에 관(關)한 연구(硏究))

  • Kwon, Soon-Ki;Kim, Jong-Woo;Han, Sung-Wook;Lee, Kyu Seung
    • Korean Journal of Agricultural Science
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    • v.5 no.2
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    • pp.93-114
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    • 1978
  • The purpose of the study was to find out possible ways for increasing farm income through the sheep and Korean native goats farming, and to investigate meat productivity, wool productivity; woolskin utility, physiological characteristics and correlation between economical college animal farm of the Chungnam National University and sample farms in the suburbs of Dae jeon City were selected for feeding 20 heads of Corriedale wethers and another 20 heads Korean native kids as research materials for the periods of 5th May-26th November, 1977. The data such as growth rate, carcass, viscera weight, blood picture and plamsa components, hebage intake and economic traits were obtained and analysed. The result of the study are summarized as follows: 1. Meat production and quality 1) After 196days of feeding, the body weight of sheep and Korean native goats was increased by two times of those at the beginning of the trial, i.e. 20kg and 8kg respectively. 2) There was no significance of growth rates of sheep in housing and grazing. 3) The growth rate of Korean native goats were excellent at the mountainous areas of Gong ju-Gun where infectious diseases were not found 4) Accroding to the body measurements of 18-month-old sheep, percentages of hip height, body length, rump length, chest depth, chest width, hip width, chest girth and forearm circumference to the withers height were 103,%, 104%, 33%, 44%, 31%, 23%, 135% and 15% respectively, and those of hip height, body length, chest depth and chest girth of 8-month-old native goats to the withers height were 106%, 109%, 46% and 122,% respecitively. As a result, it was found that the percentage of hip height, body length and chest depth of Korean native goats were higher than those of sheep while that of the chest girth of goats was lower. 5) In the carcass data, 47, $52{\pm}2.27%$ of carcass percentage, $34.61{\pm}1.62%$ of lean meat, $26.07{\pm}2.51%$ of viscera, $9.75{\pm}1.4%$ of bone, and $20.95%{\pm}2.14%$ of woolskin for sheep, and $45.58{\pm}5.63%$ of carcass percentage, $27.62{\p}3.81%$ of meat, $34.86{\pm}4.16%$ of viscera, $11.66{\pm}1.83%$ of bone, $3.63{\pm}1.61%$ of skull and $9.26{\pm}2.41%$ of woolskin for native goats were obtained. 6) The contents of moisture, crude protein, crude fat and crude ash in native goat meat were much similar in both plots of housing and grazing. It was, however, known that the contents of moisture and protein were higher in grazinrg than in housing, while fat content was lower in grazing plots. 7) The weights of visceral organs shown similar tendency for both of sheep and native goats. For the weights of liver, heart, kidney and spleen, significance was not reconized among the treatments. Those of rumen, reticulum, small and large intestine were heavier in grazing than in housing, while the amount of visceral fat was heavier in housing. 2. Wool productivity and woolskin 1) The wool production of sheep for 7 months was $3.88{\pm}1.02kg$, and wool percentage, staple length, straighten length, wool growth per day and number of crimps were $9.27{\pm}1.48%$, 8. $47{\pm}1.00cm$, $10.63{\pm}0.99cm$, $0.40{\pm}0.04cm$ and $2.78{\pm}0.40$ respecitively. 2) The tensile strength and tear strength of woolskin treated by alum tanning were highest on the skin obtained from rump, i.e. $1,351kg/mm^2$ and $2,252kg/mm^2$ respectively, and they are in order of loin and shoulder. 3. Utilization and improvement of pasture. 1) The difference of herbage intake of native goats was not recognized between grazing and tethering, but the intake in the afternoon was s lightly higher than that in the morning. However the hervage intake of sheep was superior in grazing and in the afternoon. 2) The cultivation effect was lower in the native goat plots due to their cultivation abilities, in other words, the establishment rates of pasture by hoof cultivation were 60.25% in the goat plots and 77.35% in the sheep plots. 4. Correlation among economical traits. 1) The correlation between live weight of sheep and daily gain was higher. On the other hand, the correlation between other traits was not significant except that live weight, daily gain and lean meat percentage to the length of thoracic vertebrae. The live weight of native goats and meat production were highly correlated, and high correlation was also found between weights of carcass and meat. However, negative correlation was shown between viscera weight and live weight as well as daily gain. 2) The correlatoin between fleece weight of sheep and other traits such as live weight, daily gain and fleece percentage is very high at the 1% siginficant level, and this means that rapid-growth individuals can produce much fleece. 3) The correlation between the factors such as weights of live body, lean meat and viscera of sheep and body measurements, i. e. chest girth and body length was highest, and weights, of carcass and lean meat was highly correlated to chest width and depth. It will be therefore reasonable that the meat productivity estimates will have to be made on the basis of chest girth and body length. The meat production traits of native goats were highly correlated to the most of body measurement data, and the correlation coefficient between chest girth and weights of live body, carcass, lean meat and bone percentage was very high, i. e. 0.992-0.974 in particular. The correlations of meat production traits to chest depth, forearm circumference, body length were 0.759-0.911, 0.759-0.909 and 0.708-0.872 respectively. Therefore, the meat production of native goats will have to be estimated on the basis of chest data. 5. Blood picture and plasma components. 1) The number of erythrocyte and MCHC of native goats were $12.93{\times}10^6/mm^3$ and 36.14%, and those of sheep were $10.68{\times}10^6/mm^3$ and 36.26 respectively. The values of native goats were significantly higher than those of sheep. 2) The hemoglobin concentration, PVC, MCV and MCR of native goats were 10.92 g/100ml, $23.40{\mu}^3$ and 10.94 pg, and those of sheep were 11.73 g/100ml, 36.25 ml/100ml, $33.97{\mu}^3$ and 30.2 ml/100ml 8.43 pg respectively. The values of native goats were significantly lower those of sheep. 3) The number of leukocytes of native goats was significantly higher than that of sheep, that is, $11.64{\times}10^3/mm^3$ in native goats and $9.32{\times}10^3/mm^3$ in sheep. 4) In differential count of leukocyte, neutrophil was significantly high in native goats while lympocyte in sheep. On the other hand, the basophil, eosinophil and monocyte were not significant between native goats and sheep. 5) The amounts of total protein and glucose in the plasma of native goats were 6.2g/100ml and 53.6mg/100ml, and those of sheep were 5.6g/100ml and 45.7mg/100ml, which means that the values of native goats were significantly higher that those of sheep. The amount of total-lipid of native goats(127.6mg/100ml) was significantly than that of sheep(149.6mg/100ml). 6) The amount of non-protein nitrogen, cholesterol, Ca, P, K, Na and Cl were not different between native goats and sheep. 6. Economic analysis. 1) The gross revenue of a farm which fed native goats and sheep was 4,000won per head and the optimum size for feeding them in a farm as a subsidiary work is 5-10 heads. 2) Since there was no difference between housing and grazing, they can be fed in group for farm's subsidiary work. 3) They can be also fed by youths and house wives in the suburbs of cities, because labour requirement is estimated as only two hours per days for feeding 5 heads of native goats and sheep.

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Effects of Bisphenol A on the Placental Function and Reproduction in Rats (Bisphenol A가 흰쥐의 태반 기능과 출산에 미치는 영향)

  • Lee, Chae-Kwan;Kim, Seog-Hyun;Moon, Deog-Hwan;Kim, Jeong-Ho;Son, Byung-Chul;Kim, Dae-Hwan;Lee, Chang-Hee;Kim, Hwi-Dong;Kim, Jung-Won;Kim, Jong-Eun;Lee, Chae-Un
    • Journal of Preventive Medicine and Public Health
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    • v.38 no.3
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    • pp.330-336
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    • 2005
  • Objectives : The aim of this study was to investigate the effects of bisphenol A (BPA), an estrogen-like environmental endocrine disrupter, on the placental function and reproduction in rats. The mRNA levels of the placental prolactin-growth hormone(PRL-GH) gene family, placental trophoblast cell frequency and reproductive data were analyzed. Methods : The pregnancies of F344 Fisher rats ($160g{\pm}20g$) were detected by the presence of the copulatory plug or sperm in the vaginal smear, which marked Day 0 of pregnancy. Pregnant rats were divided into three groups. The control group was intraperitoneally injected with a sesame oil vehicle. The two remaining groups were injected with 50 or 500 mg/kg B.W/day of BPA, resuspended in sesame oil, on either days 7 to 11 or 16 to 20 of pregnancy, with the rats sacrificed on either day 11 or 20, respectively. The mRNA levels of PRL-GH and Pit-1a and b isotype genes were analyzed by Northern blot hybridization and reverse transcription-polymerase chain reaction. The hormone concentrations were analyzed by radioimmunoassay, and the frequency of the placental trophoblast cells observed by a histochemical study. Reproductive data, such as the placental weight and litter size, were surveyed on day 20. The fetal weight was surveyed for 4 weeks after birth. A statistical analysis was carried out using the SAS program (version 8.1). Results : The mRNA levels of the PRL-GH gene family, such as placental lactogen I, Iv and II, prolactin like protein A, C and Cv, and decidual prolactin-related protein were significantly reduced due to BPA exposure. The mRNA levels of the Pit-1a and b isotype genes, which induce the expression of the PRL-GH gene family in the rat placenta, were also reduced due to BPA exposure. The PL-Iv and PL-II concentrations were reduced in the BPA exposed group. During the middle to last stage of pregnancy (Days 11-20), a high dose of BPA exposure reduced the frequency of spongiotrophoblast cells, which are responsible for the secretion of the PRL-GH hormones. Reproductive data, such as the placental and fetal weights and the litter size, were reduced, but that of the pregnancy period was extended in the BPA exposed compared to the control group. Conclusions : BPA disrupts the placental functions in rats, which leads to reproductive disorders.

Fertility Evaluation of Upland Fields by Combination of Landscape and Soil Survey Data with Chemical Properties in Soil (토양 화학성과 지형 및 토양 조사자료를 활용한 밭 토양의 비옥도 평가)

  • Hong, Soon-Dal;Kim, Jai-Joung;Min, Kyong-Beum;Kang, Bo-Goo;Kim, Hyun-Ju
    • Korean Journal of Soil Science and Fertilizer
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    • v.33 no.4
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    • pp.221-233
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    • 2000
  • Evaluation method of soil fertility by application of geographic information system (GIS) which includes landscape characteristics and soil map data was investigated from productivities of red pepper and tobacco grown on the fields with no fertilization. Total 131 fields experiments, 64 fields of red pepper and 67 fields of tobacco were conducted from 22 and 23 fields for red pepper and tobacco, respectively, located at Cheangweon and Eumseong counties in 1996, from 20 and 25 fields at Boeun and Goesan counties in 1997, and 22 and 19 fields at Jincheon and Chungju counties in 1998. All the experimental sites were selected on the basis of wide range of distribution in landscape and soil attributes. Dry weights and nutrients (N, P and K) uptakes by red pepper plant and tobacco leaves were considered as basic fertility of the soil (BFS). The BFS was estimated by twenty-five independent variables including 13 chemical properties and 12 GIS data. Twenty-five independent variables were classified by two groups, 15 quantitative variables and 10 qualitative variables, and were analyzed by multiple linear regression (MLR) of REG and GLM models of SAS. Dry weight of red pepper (DWRP) and dry weight of tobacco leaves (DWTL) every year showed high variations by five times in difference plots with minimum yield and maximum yield indicating the diverse soil fertility among the experimental fields. Evaluation for the BFS by the MLR including independent variables was better than that by simple regression showing gradual improvement by adding chemical properties, quantitative variables, and qualitative variables of the GIS. However the evaluation for the BFS by the MLR showed the better result for tobacco than red pepper. For example the variability in the DWTL by MLR was explained 34.2% by only chemical properties, 35.0% by adding quantitative variables, and 72.5% by adding both the quantitative and qualitative variables of the GIS compared with 21.7% by simple regression with $NO_3-N$ content in soil. Consequently, it is assumed that this approach by the MLR including both the quantitative and qualitative variables was available as an evaluation model of soil fertility for upland field.

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Significance Analysis of Facility Fires Though Spatial Econometrics Assessment (공간계량분석 방법에 따른 시설물 화재 발생 유의성 분석)

  • Seo, Min Song;Yoo, Hwan Hee
    • Journal of the Korean Society of Surveying, Geodesy, Photogrammetry and Cartography
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    • v.38 no.3
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    • pp.281-293
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    • 2020
  • Recently, large and small fires have been happening more often in Korea. Fire is one of the most frequent disasters along with traffic accidents in korean cities, and this frequency is closely related to the land use and the type of facilities. Therefore, in this study, the significance of fires was analyzed by considering land use, facility types, human and social factors and using 10 years of fire data in Jinju city. Based on this, OLS (Ordinary Least Square) regression analysis, SLM (Spatial Lag Model) and SEM (Spatial Error Model) using space weights, were compared and analyzed considering the location of the fire and each factor, then a statistical model with high suitability was presented. As a result, LISA analysis of spatial distribution patterns of fires in Jinju city was conducted, and it was proved that the frequency of fires was high in the order as follow, central commercial area, industrial area and residential area. Multiple regression analysis was performed by integrating demographic, social, and physical variables. Therefore, the three models were compared and analyzed by applying spatial weighting to the derived factors. As a result of the significance test, the spatial error model was analyzed to be the most significant. The facilities that have the highest correlation with fire occurrence were second type neighborhood facilities, followed by detached house, first type neighborhood facilities, number of households, and sales facilities. The results of this study are expected to be used as significant data to identify factors and manage fire safety in urban areas. Also, through the analysis of the standard deviation ellipsoid, the distribution characteristics of each facility in the residential area, industrial area, and central commercial area among the use areas were analyzed. In, the second type neighborhood facility with the highest fire risk was concentrated in the center. The results of these studies are expected to be used as useful data for identifying factors and managing fire safety in urban areas.

Game Theoretic Optimization of Investment Portfolio Considering the Performance of Information Security Countermeasure (정보보호 대책의 성능을 고려한 투자 포트폴리오의 게임 이론적 최적화)

  • Lee, Sang-Hoon;Kim, Tae-Sung
    • Journal of Intelligence and Information Systems
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    • v.26 no.3
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    • pp.37-50
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    • 2020
  • Information security has become an important issue in the world. Various information and communication technologies, such as the Internet of Things, big data, cloud, and artificial intelligence, are developing, and the need for information security is increasing. Although the necessity of information security is expanding according to the development of information and communication technology, interest in information security investment is insufficient. In general, measuring the effect of information security investment is difficult, so appropriate investment is not being practice, and organizations are decreasing their information security investment. In addition, since the types and specification of information security measures are diverse, it is difficult to compare and evaluate the information security countermeasures objectively, and there is a lack of decision-making methods about information security investment. To develop the organization, policies and decisions related to information security are essential, and measuring the effect of information security investment is necessary. Therefore, this study proposes a method of constructing an investment portfolio for information security measures using game theory and derives an optimal defence probability. Using the two-person game model, the information security manager and the attacker are assumed to be the game players, and the information security countermeasures and information security threats are assumed as the strategy of the players, respectively. A zero-sum game that the sum of the players' payoffs is zero is assumed, and we derive a solution of a mixed strategy game in which a strategy is selected according to probability distribution among strategies. In the real world, there are various types of information security threats exist, so multiple information security measures should be considered to maintain the appropriate information security level of information systems. We assume that the defence ratio of the information security countermeasures is known, and we derive the optimal solution of the mixed strategy game using linear programming. The contributions of this study are as follows. First, we conduct analysis using real performance data of information security measures. Information security managers of organizations can use the methodology suggested in this study to make practical decisions when establishing investment portfolio for information security countermeasures. Second, the investment weight of information security countermeasures is derived. Since we derive the weight of each information security measure, not just whether or not information security measures have been invested, it is easy to construct an information security investment portfolio in a situation where investment decisions need to be made in consideration of a number of information security countermeasures. Finally, it is possible to find the optimal defence probability after constructing an investment portfolio of information security countermeasures. The information security managers of organizations can measure the specific investment effect by drawing out information security countermeasures that fit the organization's information security investment budget. Also, numerical examples are presented and computational results are analyzed. Based on the performance of various information security countermeasures: Firewall, IPS, and Antivirus, data related to information security measures are collected to construct a portfolio of information security countermeasures. The defence ratio of the information security countermeasures is created using a uniform distribution, and a coverage of performance is derived based on the report of each information security countermeasure. According to numerical examples that considered Firewall, IPS, and Antivirus as information security countermeasures, the investment weights of Firewall, IPS, and Antivirus are optimized to 60.74%, 39.26%, and 0%, respectively. The result shows that the defence probability of the organization is maximized to 83.87%. When the methodology and examples of this study are used in practice, information security managers can consider various types of information security measures, and the appropriate investment level of each measure can be reflected in the organization's budget.

The Effect of Consumers' Value Motives on the Perception of Blog Reviews Credibility: the Moderation Effect of Tie Strength (소비자의 가치 추구 동인이 블로그 리뷰의 신뢰성 지각에 미치는 영향: 유대강도에 따른 조절효과를 중심으로)

  • Chu, Wujin;Roh, Min Jung
    • Asia Marketing Journal
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    • v.13 no.4
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    • pp.159-189
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    • 2012
  • What attracts consumers to bloggers' reviews? Consumers would be attracted both by the Bloggers' expertise (i.e., knowledge and experience) and by his/her unbiased manner of delivering information. Expertise and trustworthiness are both virtues of information sources, particularly when there is uncertainty in decision-making. Noting this point, we postulate that consumers' motives determine the relative weights they place on expertise and trustworthiness. In addition, our hypotheses assume that tie strength moderates consumers' expectation on bloggers' expertise and trustworthiness: with expectation on expertise enhanced for power-blog user-group (weak-ties), and an expectation on trustworthiness elevated for personal-blog user-group (strong-ties). Finally, we theorize that the effect of credibility on willingness to accept a review is moderated by tie strength; the predictive power of credibility is more prominent for the personal-blog user-groups than for the power-blog user groups. To support these assumptions, we conducted a field survey with blog users, collecting retrospective self-report data. The "gourmet shop" was chosen as a target product category, and obtained data analyzed by structural equations modeling. Findings from these data provide empirical support for our theoretical predictions. First, we found that the purposive motive aimed at satisfying instrumental information needs increases reliance on bloggers' expertise, but interpersonal connectivity value for alleviating loneliness elevates reliance on bloggers' trustworthiness. Second, expertise-based credibility is more prominent for power-blog user-groups than for personal-blog user-groups. While strong ties attract consumers with trustworthiness based on close emotional bonds, weak ties gain consumers' attention with new, non-redundant information (Levin & Cross, 2004). Thus, when the existing knowledge system, used in strong ties, does not work as smoothly for addressing an impending problem, the weak-tie source can be utilized as a handy reference. Thus, we can anticipate that power bloggers secure credibility by virtue of their expertise while personal bloggers trade off on their trustworthiness. Our analysis demonstrates that power bloggers appeal more strongly to consumers than do personal bloggers in the area of expertise-based credibility. Finally, the effect of review credibility on willingness to accept a review is higher for the personal-blog user-group than for the power-blog user-group. Actually, the inference that review credibility is a potent predictor of assessing willingness to accept a review is grounded on the analogy that attitude is an effective indicator of purchase intention. However, if memory about established attitudes is blocked, the predictive power of attitude on purchase intention is considerably diminished. Likewise, the effect of credibility on willingness to accept a review can be affected by certain moderators. Inspired by this analogy, we introduced tie strength as a possible moderator and demonstrated that tie strength moderated the effect of credibility on willingness to accept a review. Previously, Levin and Cross (2004) showed that credibility mediates strong-ties through receipt of knowledge, but this credibility mediation is not observed for weak-ties, where a direct path to it is activated. Thus, the predictive power of credibility on behavioral intention - that is, willingness to accept a review - is expected to be higher for strong-ties.

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