• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.19-45
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• 2008

This study is to empirically examine the primary dimensions of visual merchandising (VMD) of internet shopping mall, namely store design, merchandise, and merchandising cues, to be a attractive virtual store to the shoppers. The authors reviewed the literature related to the major components of VMD from the perspective of the AIDA model, which has been mainly applied to the offline store settings. The major purposes of the study are as follows; first, tries to derive the variables related with the components of visual merchandising through reviewing the existing literatures, establish the hypotheses, and test it empirically. Second, examines the relationships between the components of VMD and the attitude toward the VMD, however, putting more emphasis on finding out the component structure of the VMD. VMD needs to be examined with the perspective that an online shopping mall is a virtual self-service or clerkless store, which could reduce the number of employees, help the shoppers search, evaluate and purchase for themselves, and to be explored in terms of the in-store persuasion processes of customers. This study reviewed the literatures related to store design, merchandise, and merchandising cues which might be relevant to the store, product, and promotion respectively. VMD is a total communication tool, and AIDA model could explain the in-store consumer behavior of online shopping. Store design has to do with triggering a consumer attention to the online mall, merchandise with a product related interest, and merchandising cues with promotions such as recommendation and links that induce the desire to pruchase. These three steps might be seen as the processes for purchase actions. The theoretical rationale for the relationship between VMD and AIDA could be found in Tyagi(2005) that the three steps of consumer-oriented merchandising are a store, a product assortment, and placement, in Omar(1999) that three types of interior display are a architectural design display, commodity display, and point-of-sales(POS) display, and in Davies and Ward(2005) that the retail store interior image is related to an atmosphere, merchandise, and in-store promotion. Lee et al(2000) suggested as the web merchandising components a merchandising cues, a shopping metaphor which is an assistant tool for search, a store design, a layout(web design), and a product assortment. The store design which includes differentiation, simplicity and navigation is supposed to be related to the attention to the virtual store. Second, the merchandise dimensions comprising product assortments, visual information and product reputation have to do with the interest in the product offerings. Finally, the merchandising cues that refer to merchandiser(MD)'s recommendation of products and providing the hyperlinks to relevant goods for the shopper is concerned with attempt to induce the desire to purchase. The questionnaire survey was carried out to collect the data about the consumers who would shop at internet shopping malls frequently. To select the subject malls, the mall ranking data announced by a mall rating agency was used to differentiate the most popular and least popular five mall each. The subjects was instructed to answer the questions after navigating the designated mall for five minutes. The 300 questionnaire was distributed to the consumers, 166 samples were used in the final analysis. The empirical testing focused on identifying and confirming the dimensionality of VMD and its subdimensions using a structural equation modeling method. The confirmatory factor analysis for the endogeneous and exogeneous variables was carried out in four parts. The second-order factor analysis was done for a store design, a merchandise, and a merchandising cues, and first-order confirmatory factor analysis for the attitude toward the VMD. The model test results shows that the chi-square value of structural equation is 144.39(d.f 49), significant at 0.01 level which means the proposed model was rejected. But, judging from the ratio of chi-square value vs. degree of freedom, the ratio was 2.94 which smaller than an acceptable level of 3.0, RMR is 0.087 which is higher than a generally acceptable level of 0.08. GFI and AGFI is turned out to be 0.90 and 0.84 respectively. Both NFI and NNFI is 0.94, and CFI 0.95. The major test results are as follows; first, the second-order factor analysis and structural equational modeling reveals that the differentiation, simplicity and ease of identifying current status of the transaction are confirmed to be subdimensions of store design and to be a significant predictors of the dependent variable. This result implies that when designing an online shopping mall, it is necessary to differentiate visually from other malls to improve the effectiveness of the communications of store design. That is, the differentiated store design raise the contrast stimulus to sensory organs to promote the memory of the store and to have a favorable attitude toward the VMD of a store. The results that navigation which means the easiness of identifying current status of shopping affects the attitude to VMD could be interpreted that the navigating processes via the hyperlinks which is characteristics of an internet shopping is a complex and cognitive process and shoppers are likely to lack the sense of overall structure of the store. Consequently, shoppers are likely to be alost amid shopping not knowing where to go. The orientation tool enhance the accessibility of information to raise the perceptive power about the store environment.(Titus & Everett 1995) Second, the primary dimension of merchandise and its subdimensions was confirmed to be unidimensional respectively, have a construct validity, and nomological validity which the VMD dimensions supposed to have a positive correlation with the dependent variable. The subdimensions of product assortment, brand fame and information provision proved to have a positive effect on the attitude toward the VMD. It could be interpreted that the more plentiful the product and brand assortment of the mall is, the more likely the shoppers to favor it. Brand fame and information provision as well affect the VMD attitude, which means that the more famous the brand, the more likely the shoppers would trust and feel familiar with the mall, and the plentifully and visually presented information could have the shopper have a favorable attitude toward the store VMD. Third, it turned out to be that merchandising cue of product recommendation and hyperlinks affect the VMD attitude. This could be interpreted that recommended products could reduce the uncertainty related with the purchase decision, and the hyperlinks to relevant products would help the shopper save the cognitive effort exerted into the information search and gathering, which could lead to a favorable attitude to the VMD. This study tried to sheds some new light on the VMD of online store by reviewing the variables mentioned to be relevant with offline VMD in the existing literatures, and tried to link the VMD components from the perspective of AIDA model. The effect size of the VMD dimensions on the attitude was in the order of the merchandise, the store design and the merchandising cues.It is said that an internet has an unlimited place for display, however, the virtual store is not unlimited since the consumer has a limited amount of cognitive ability to process the external information and internal memory. Particularly, the shoppers are likely to face some difficulties in decision making on account of too many alternative and information overloads. Therefore, the internet shopping mall manager should take into consideration the cost of information search on the part of the consumer, to establish the optimal product placements and search routes. An efficient store composition would be possible by reducing the psychological burdens and cognitive efforts exerted to information search and alternatives evaluation. The store image is in most part determined by the product category and its brand it deals in. The results of this study support this proposition that the merchandise is most important to the VMD attitude than other components, the manager is required to take a strategic approach to VMD. The internet users are getting more accustomed and more knowledgeable about the internet media and more likely to accept the internet as a shopping channel as the period of time during which they use the internet to shop become longer. The web merchandiser should be aware that the product introduction using a moving pictures and a bulletin board become more important in order to present the interactive product information visually and communicate with customers more actively, therefore leading to making the quantity and quality of product information more rich.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.18 no.1
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• pp.72-77
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• 2014

There are two main technologies to implement cloud effect in flight simulator, cloud modeling using particle system and texture mapping. In former case, this approach may cause a low frame rate while unrealistic cloud effect is observed in latter case. To Solve this problem, in this paper, we propose how to apply fog effect into camera to display more realistic cloud effect with high frame rate. The proposed method is tested with massive terrain database environment through implemented software by using OpenSceneGraph. As a result, compared to texture mapping method, the degree of difference on frame rate is 1 or 2Hz while the cloud effect is significantly improved as realistic as particle system.

• Journal of Korea Multimedia Society
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• v.12 no.8
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• pp.1055-1065
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• 2009

High-dynamic-range (HDR) rendering technology changes the range from the broad dynamic range (up to 9 log units) of a luminance, in a real-world scene, to the 8-bit dynamic range which is the common output of a display's dynamic range. One of the techniques, iCAM06 has a superior capacity for making HDR images. iCAM06 is capable of making color appearance predictions of HDR images based on CIECAM02 and incorporating spatial process models in the human visual system (HVS) for contrast enhancement. However there are several problems in the iCAM06, including obscure user controllable factors to be decided. These factors have a serious effect on the output image but users get into difficulty in that they can't find an adequate solution on how to adjust. So a suggested model gives a quantitative formulation for user controllable factors of iCAM06 to find suitable values which corresponds with different viewing conditions, and improves subjective visuality of displayed images for varying illuminations.

• The Journal of the Korea institute of electronic communication sciences
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• v.14 no.2
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• pp.417-424
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• 2019

This paper presents the design of a JPEG-LS codec for lossless image compression from AR/VR device. The proposed JPEG-LS(: LosSless) codec is mainly composed of a context modeling block, a context update block, a pixel prediction block, a prediction error coding block, a data packetizer block, and a memory block. All operations are organized in a fully pipelined architecture for real time image processing and the LOCO-I compression algorithm using improved 2D approach to compliant with the SBT coding. Compared with a similar study in JPEG-LS, the Block-RAM size of proposed STB-FLC architecture is reduced to 1/3 compact and the parallel design of the predication block could improved the processing speed.

• The Korean Journal of Franchise Management
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• v.9 no.3
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• pp.19-29
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• 2018

Purpose - Due to the increase in coffee consumption and competition, domestic coffee franchise companies are currently entering the overseas market. Therefore, coffee franchise companies are pursuing a variety of marketing strategies to meet customer needs and gain competitive advantage in overseas markets. From this perspective, overseas franchise companies need to ensure that their servicescapes meet the needs of their overseas customers. For these purposes, the study is to identify the impact servicescapes on customer satisfaction and customer loyalty focused on Global Coffee Franchise Company "C", which extended its business worldwide in Mongolia. Research design, data, and methodology - The data were collected from customers who had visited the stores of 'C' company in Ulaanbaatar, Mongolia. 435 valid questionnaires collected through online survey coded and analyzed using frequency, confirmatory factor analysis, correlations analysis, and structural equation modeling with SPSS 24 and SmartPLS 3.0. Result - Firstly, seating comfort, facility aesthetics, and cleanliness, ambient conditions among servicescapes influenced customer satisfaction. Secondly, servicescapes didn't affect the loyalty directly. Third, customer satisfaction had positive effect on loyalty. Fourthly, cleanliness which was ranked lower in Korea had a great effect on customer satisfaction in Mongolia. Fifthly, IPMA(Importance-performance map analysis) shows that the importance of servicescapes is higher for women than for men, and facility aesthetics for female and cleanliness is the most important for male. Conclusions - The results of this study show that there is a positive (+) effect on customer satisfaction in order of cleanliness, ambient conditions, aesthetics, and seating comfort. Therefore, franchise companies considering or advancing into Mongolia should consider importance in order of cleanliness, ambient conditions and aesthetics when entering Mongolia market. For example, franchise managers should select Monday as a "clean day," and all merchants should spend all of their open hours and keep their stores clean in accordance with the head office manual. In addition, franchise managers need to hire a VMD (visual merchandising) experts to build up a physical environment that will effectively highlight the space-specific display of the store so that Mongolian local customers can have a satisfactory climate and aesthetics. And, the IMPA analysis between servicescapes and customer satisfaction shows that women are more susceptible to servicescapes than men. Especially, in the case of women, the importance of esthetics is high, but the performance is low. Thus, if the aesthetics are actively improved, customer satisfaction can be effectively increased.

• Geophysics and Geophysical Exploration
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• v.5 no.4
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• pp.272-279
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• 2002

During field survey of ground penetrating radar or borehole radar, we often encounter some problems which could be solved easily by modifying structure of the system such as antenna length, shape or array. In addition, it is necessary that the user could easily modify configuration of the radar system na test various array of antennas in order to verify and confirm numerical modeling results concerning radar antennas. We have developed network-analyzer-based, stepped-frequency georadar system. This system had been comprised with coaxial cable to confirm possibility of the system, then we have upgraded the system to use optical cable that is composed of optical/electric transducers, electric/optical transducers, amp, pre-amp and antennas. The software for the aquisition of data has been developed to control the system automatically using PC with GPIB communication and to display the obtained data graphically. We have tested the system in field survey na the results have been compared with those of RAMAC/GPR system.

• 한국방재학회:학술대회논문집
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• 2011.02a
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• pp.172-172
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• 2011

The interaction between land surface and atmosphere is essentially affected by hydrometeorological variables including soil moisture. Accurate estimation of soil moisture at spatial and temporal scales is crucial to better understand its roles to the weather systems. The KLDAS(Korea Land Data Assimilation System) is a regional, specifically Korea peninsula land surface information systems. As other prior land data assimilation systems, this can provide initial soil field information which can be used in atmospheric simulations. For this study, as an enabling high-resolution tool, weather research and forecasting(WRF-ARW) model is applied to produce precipitation data using GFS(Global Forecast System) with GFS embedded and KLDAS soil moisture information as initialization data. WRF-ARW generates precipitation data for a specific region using different parameters in physics options. The produced precipitation data will be employed for simulations of Hydrological Models such as HEC(Hydrologic Engineering Center) - HMS(Hydrologic Modeling System) as predefined input data for selected regional water responses. The purpose of this study is to show the impact of a hydrometeorological variable such as soil moisture in KLDAS on hydrological consequences in Korea peninsula. The study region, Chongmi River Basin, is located in the center of Korea Peninsular. This has 60.8Km river length and 17.01% slope. This region mostly consists of farming field however the chosen study area placed in mountainous area. The length of river basin perimeter is 185Km and the average width of river is 9.53 meter with 676 meter highest elevation in this region. We have four different observation locations : Sulsung, Taepyung, Samjook, and Sangkeug observatoriesn, This watershed is selected as a tentative research location and continuously studied for getting hydrological effects from land surface information. Simulations for a real regional storm case(June 17~ June 25, 2006) are executed. WRF-ARW for this case study used WSM6 as a micro physics, Kain-Fritcsch Scheme for cumulus scheme, and YSU scheme for planetary boundary layer. The results of WRF simulations generate excellent precipitation data in terms of peak precipitation and date, and the pattern of daily precipitation for four locations. For Sankeug observatory, WRF overestimated precipitation approximately 100 mm/day on July 17, 2006. Taepyung and Samjook display that WRF produced either with KLDAS or with GFS embedded initial soil moisture data higher precipitation amounts compared to observation. Results and discussions in detail on accuracy of prediction using formerly mentioned manners are going to be presented in 2011 Annual Conference of the Korean Society of Hazard Mitigation.

• Journal of the Institute of Electronics Engineers of Korea SP
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• v.43 no.3 s.309
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• pp.25-33
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• 2006

This paper proposed device-independent color matching algorithm based on the 3D RGB lookup table (LUT) between mobile camera and mobile LCD (Liquid Crystal Display) to improve the color-fidelity. Proposed algorithm is composed of thee steps, which is device characterization, gamut mapping, 3D RGB-LUT design. First, the characterization of mobile LCD is executed using the sigmoidal function, different from conventional method such as GOG (Gain Offset Gamma) and S-curve modeling, based on the observation of electro-optical transfer function of mobile LCD. Next, mobile camera characterization is conducted by fitting the digital value of GretagColor chart captured under the daylight environment (D65) and tristimulus values (CIELAB) using the polynomial regression. However, the CIELAB values estimated by polynomial regression exceed the maximum boundary of the CIELAB color space. Therefore, these values are corrected by linear compression of the lightness and chroma. Finally, gamut mapping is used to overcome the gamut difference between mobile camera and moible LCD. To implement the real-time processing, 3D RGB-LUT is designed based on the 3D RGB-LUT and its performance is evaluated and compared with conventional method.

• Journal of Korea Multimedia Society
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• v.13 no.5
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• pp.641-650
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• 2010

Color image sensors (CIS) output color images through image sensors and image signal processing. Image sensors that convert light to electrical signal are divided into CMOS image sensor and CCD image sensor according to transferring method of signal charge. In general, a CIS has RGB output signals from tri-stimulus XYZ of the scene through image signal processing. This paper presents an adaptive colorimetric analysis method to obtain chromaticity and luminance using CIS under various environments. An image sensor for the use of colorimeter is characterized based on the CIE standard colorimetric observer. We use the method of least squares to derive a colorimetric characterization matrix between camera RGB output signals and CIE XYZ tristimulus values. We first survey the camera characterization in the standard environment then derive a SGL(shutter-gain-level) function which is relationship between luminance and auto exposure (AE) characteristic of CIS, and read the status of an AWB(auto white balance) function. Then we can apply CIS to measure luminance and chromaticity from camera outputs and AE resister values without any preprocessing. Camera RGB outputs, register values, and camera photoelectric characteristic are used to analyze the colorimetric results for real scenes such as chromaticity and luminance. Experimental results show that the proposed method is valid in the measuring performance. The proposed method can apply to various fields like surveillant systems of the display or security systems.

• Journal of the Korea Society for Simulation
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• v.30 no.2
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• pp.49-64
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• 2021

M&S techniques are widely used as scientific means to systematically develop response plans to chemical and biological (CB) hazards. However, while the theoretical area of hazard dispersion modeling has achieved remarkable practical results, the operational analysis area to simulate CB hazard response plans is still in an early stage. This paper presents a model to simulate CB hazard response plans such as detection, protection, and decontamination. First, we present a possible way to display high-fidelity hazard dispersion in a combat simulation model, taking into account weather and terrain conditions. We then develop an improved vulnerability model of the combat simulation model, in order to simulate CB damage of combat simulation entities based on other casualty prediction techniques. In addition, we implement tactical behavior task models that simulate CB hazard response plans such as detection, reconnaissance, protection, and decontamination. Finally, we explore its feasibility by analyzing contamination detection effects by distributed CB detectors and decontamination effects according to the size of the {contaminated, decontamination} unit. We expect that the proposed model will be partially utilized in disaster prevention and simulation training area as well as analysis of combat effectiveness analysis of CB protection system and its operational concepts in the military area.