• Title/Summary/Keyword: Innovation study

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Habitat Quality Analysis and an Evaluation of Gajisan Provincial Park Ecosystem Service Using InVEST Model (InVEST 모델을 이용한 가지산도립공원의 서식지질 분석과 생태계서비스평가)

  • Kwon, Hye-Yeon;Jang, Jung-Eun;Shin, Hae-Seon;Yu, Byeong-Hyeok;Lee, Sang-Cheol;Choi, Song-Hyun
    • Korean Journal of Environment and Ecology
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    • v.36 no.3
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    • pp.318-326
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    • 2022
  • The Convention on Biodiversity (CBD) recommends that 17% of the land be designated as a protected area to counter global environmental problems. Korea also realized a need to designate protected areas according to the international level and explain the significance of designating protected areas. Accordingly, studies on ecosystem services are required. In Korea, the protected areas are designated as national parks, provincial parks, and county parks by hierarchy under the Natural Parks Act. However, as priority was on political and administrative aspects, research on ecosystem service value evaluation and habitat management were concentrated in national parks, and provincial and county parks were relatively neglected. Therefore, more studies on provincial and county parks are necessary. In this study, habitat quality for Gajisan Provincial Park, where there were few studies on habitat management and ecosystem service valuation, was evaluated using the InVEST Habitat Quality model among the InVEST models. The analysis results were compared with 16 mountainous national parks. The results showed that the habitat quality value of Gajisan Provincial Park was 0.83, higher than that of the surrounding areas. The analysis of habitat quality in three districts showed 0,84 for the Tongdosa and Naewonsa districts and 0.83 for the Seoknamsa district. By use district, the nature conservation district, the natural environment district, the cultural heritage district, and the park village district had the highest habitat quality value in that order. Compared with the existing habitat quality analysis results of national parks, Gajisan Provincial Park showed naturalness at the level of Mudeungsan National Park. These results can be used as objective data for establishing policies and management plans to preserve biodiversity and promote ecosystem services in provincial parks.

Anti-religious Movements in Contemporary Korea (현대 한국의 안티 종교운동)

  • Kang, Donku
    • Journal of the Daesoon Academy of Sciences
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    • v.29
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    • pp.241-278
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    • 2017
  • This study aims to classify broadscale anti-religious movements in Korea based on critical public sentiment and analyze the meanings of these movements. To carry out the research, global religious changes that have occurred in modern times were closely looked into first. The world religions have had an influence on the world's religious awareness. As a result, they intend to acquire universality on their own individual grounds while keeping consistency with the past. This phenomenon used to appear to retain the identity, recreate tradition, transform itself to fit in the present times, pursue innovation, or even become overshadowed by other forms of thought such as when religions have collided with nationalism. How does Korean society perceive the changes that emerged in world religions? In general, the circumstances that Korea faces in this era tend to manifest themselves via the Internet, multimedia, and Youtube wherein they sound off on religion and this includes criticism of Christianity, demand for reformation, attack on minor religions, pro-reform academic circles and media, and the propagation of anti-theism. Criticism of religion is interpreted as an anti-religious movement. The secularism and anti-theism brought up by some Western scholars and critical theories of religion from scientific or historical perspectives are being spread through bookstores. Christianity is prone to reflecting on itself and trying to emphasizing a meta-religious spirituality. This in short, characterizes anti-religious movements in Korea. Indeed, criticism against particular religions has also emerged in the past. However, anti-religious movements that have recently come into existence in Korea are in some regards unprecedented when compared to that of the past in terms of their patterns and context. Especially, the active anti-Christianity movement in general is definitely a new phenomenon. This research mainly focused on Christianity, but on-going anti-religious movements will be a major topic for further research that aims to understand the religious changes unfolding in Korea.

Protective Effects of Trifolium pratense L. Extract against H2O2-induced Oxidative Stress in HaCaT Keratinocytes (인간 피부각질세포에서 Hydrogen peroxide로 유도된 산화적 스트레스에 대한 붉은 토끼풀 추출물의 세포 보호 효과)

  • Mi Song Shin;You Kyeong Lee;Seo Young Choi;Ji Sun Hwang;Parkyong Song;Hyeon Cheal Park;Keun Ki Kim;Hong-Joo Son;Yu-Jin Kim;Kwang Min Lee
    • Journal of the Korean Applied Science and Technology
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    • v.40 no.2
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    • pp.223-232
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    • 2023
  • Oxidative stress plays a significant role in the pathogenesis of various skin conditions, resulting in cellular and tissue damage that can contribute to the development of skin tone unevenness, roughness and wrinkles. In this study, we found that Trifolium pratense L. extract (TE) attenuated oxidative-induced damage in HaCaT cells and elucidated the underlying molecular mechanism. Our finding demonstrated that TE effectively protected HaCaT cells against H2O2-induced cell death by inhibiting caspase-3 activation, downregulating Bax and upregulating Bcl-2, and attenuating the activation of three mitogen-activated protein kinases (MAPKs). Our results suggest that TE has remarkable cytoprotective properties against oxidative damage in HaCaT cells and could serve as a complementary or alternative approach to prevent and treat skin damage.

Analysis of inundation and rainfall-runoff in mountainous small catchment using the MIKE model - Focusing on the Var river in France - (MIKE 모델을 이용한 산지소유역 강우유출 및 침수 분석 - 프랑스 Var river 유역을 중심으로 -)

  • Lee, Suwon;Jang, Dongwoo;Jung, Seungkwon
    • Journal of Korea Water Resources Association
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    • v.56 no.1
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    • pp.53-62
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    • 2023
  • Recently, due to the influence of climate change, the occurrence of damage to heavy rain is increasing around the world, and the frequency of heavy rain with a large amount of rain in a short period of time is also increasing. Heavy rains generate a large amount of outflow in a short time, causing flooding in the downstream part of the mountainous area before joining the small and medium-sized rivers. In order to reduce damage to downstream areas caused by flooding, it is very important to calculate the outflow of mountainous areas due to torrential rains. However, the sewage network flooding analysis, which is currently conducting the most analysis in Korea, uses the time and area method using the existing data rather than calculating the rainfall outflow in the mountainous area, which is difficult to determine that the soil characteristics of the region are accurately applied. Therefore, if the rainfall is analyzed for mountainous areas that can cause flooding in the downstream area in a short period of time due to large outflows, the accuracy of the analysis of flooding characteristics that can occur in the downstream area can be improved and used as data for evacuating residents and calculating the extent of damage. In order to calculate the rainfall outflow in the mountainous area, the rainfall outflow in the mountainous area was calculated using MIKE SHE among the MIKE series, and the flooding analysis in the downstream area was conducted through MIKE 21 FM (Flood model). Through this study, it was possible to confirm the amount of outflow and the time to reach downstream in the event of rainfall in the mountainous area, and the results of this analysis can be used to protect human and material resources through pre-evacuation in the downstream area in the future.

Entertainment History Perspective - Around the Grand Duchess to Appear in Movies 'Elizabeth' - (엔터테인먼트 관점에서 바라본 영화로 본 역사 - 영화 '엘리자베스'에 나와 있는 여성 통치자에 대한 관점을 중심으로 -)

  • Choi, Sun-Ah
    • Journal of Korea Entertainment Industry Association
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    • v.13 no.6
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    • pp.247-256
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    • 2019
  • The importance of the convergence education is getting more and more emphasized. But the university convergence education has not yet met today's needs. So this study is focused on showing effective practice methods and finding development directions of the university convergence criticism education. One of a significant trend of the contemporary academic education of liberal arts is the tendency of the convergent and integrative studies. What is essential in the convergent and integrative studies creativity. The zeitgeist of knowledge-based society is change and innovation. In response to its request, college education is being asked to do convergence education, And general education as the basis of convergence education is strengthened.

A Study on the Relationships Among Learning Orientation, Innovativeness and Organizational Commitment of Entrepreneurs: Focusing on the Mediating Effect of Innovativeness and the Moderating Effect of Career Relevance (학습지향성 및 혁신성과 조직몰입 간의 관계에 관한 연구: 혁신성의 매개효과와 경력연관성의 조절효과를 중심으로)

  • Joo-Heon, Lee
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.17 no.6
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    • pp.159-174
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    • 2022
  • Entrepreneurs should continuously invest resource and capital for a long time to get tangible business results. In order to be successful, despite difficulties, it is essential for entrepreneurs to continue entrepreneurial businesses without giving up too early. Thus, it can be said that organizational commitment of entrepreneurs is essential for success. According to previous studies, the organizational commitment of entrepreneurs has a significant effect on organizing, establishments of new firms and new product developments. The purpose of this article is to examine the relationships among learning orientation, innovativeness and organizational commitment of entrepreneurs. Especially, we focus on the mediating effect of innovativeness in the relationship between learning orientation and organizational commitment and the moderating effect of career relevance among the relationships. Based on empirical analysis, we reported the following results. First, learning orientation, innovativeness and career relevance of entrepreneurs had significant positive effects on organizational commitment. Second, it was found that innovativeness of entrepreneurs has a partial mediating effect on the relationship between learning orientation and organizational commitment. Third, using Baron & Kenny's hierarchical multiple regression analysis, we examined the moderating effect of career relevance among the relationships of learning orientation, innovativeness and organizational commitment. Third, because the interaction term was found to be positively significant, it was concluded there is a moderating effect of career relevance between learning orientation and innovativeness. This means, when career relevance was higher than average, the influence of learning orientation on innovation increases even more. Fourth, it was also found there is a moderating effect of career relevance between learning orientation and organizational commitment. However, the results of the mediated moderating effect analysis showed the moderating effect of career relevance between learning orientation and organization commitment is an indirect effect of moderating effect of career relevance between learning orientation and innovativeness mediated by innovativeness.

Influence analysis of Internet buzz to corporate performance : Individual stock price prediction using sentiment analysis of online news (온라인 언급이 기업 성과에 미치는 영향 분석 : 뉴스 감성분석을 통한 기업별 주가 예측)

  • Jeong, Ji Seon;Kim, Dong Sung;Kim, Jong Woo
    • Journal of Intelligence and Information Systems
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    • v.21 no.4
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    • pp.37-51
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    • 2015
  • Due to the development of internet technology and the rapid increase of internet data, various studies are actively conducted on how to use and analyze internet data for various purposes. In particular, in recent years, a number of studies have been performed on the applications of text mining techniques in order to overcome the limitations of the current application of structured data. Especially, there are various studies on sentimental analysis to score opinions based on the distribution of polarity such as positivity or negativity of vocabularies or sentences of the texts in documents. As a part of such studies, this study tries to predict ups and downs of stock prices of companies by performing sentimental analysis on news contexts of the particular companies in the Internet. A variety of news on companies is produced online by different economic agents, and it is diffused quickly and accessed easily in the Internet. So, based on inefficient market hypothesis, we can expect that news information of an individual company can be used to predict the fluctuations of stock prices of the company if we apply proper data analysis techniques. However, as the areas of corporate management activity are different, an analysis considering characteristics of each company is required in the analysis of text data based on machine-learning. In addition, since the news including positive or negative information on certain companies have various impacts on other companies or industry fields, an analysis for the prediction of the stock price of each company is necessary. Therefore, this study attempted to predict changes in the stock prices of the individual companies that applied a sentimental analysis of the online news data. Accordingly, this study chose top company in KOSPI 200 as the subjects of the analysis, and collected and analyzed online news data by each company produced for two years on a representative domestic search portal service, Naver. In addition, considering the differences in the meanings of vocabularies for each of the certain economic subjects, it aims to improve performance by building up a lexicon for each individual company and applying that to an analysis. As a result of the analysis, the accuracy of the prediction by each company are different, and the prediction accurate rate turned out to be 56% on average. Comparing the accuracy of the prediction of stock prices on industry sectors, 'energy/chemical', 'consumer goods for living' and 'consumer discretionary' showed a relatively higher accuracy of the prediction of stock prices than other industries, while it was found that the sectors such as 'information technology' and 'shipbuilding/transportation' industry had lower accuracy of prediction. The number of the representative companies in each industry collected was five each, so it is somewhat difficult to generalize, but it could be confirmed that there was a difference in the accuracy of the prediction of stock prices depending on industry sectors. In addition, at the individual company level, the companies such as 'Kangwon Land', 'KT & G' and 'SK Innovation' showed a relatively higher prediction accuracy as compared to other companies, while it showed that the companies such as 'Young Poong', 'LG', 'Samsung Life Insurance', and 'Doosan' had a low prediction accuracy of less than 50%. In this paper, we performed an analysis of the share price performance relative to the prediction of individual companies through the vocabulary of pre-built company to take advantage of the online news information. In this paper, we aim to improve performance of the stock prices prediction, applying online news information, through the stock price prediction of individual companies. Based on this, in the future, it will be possible to find ways to increase the stock price prediction accuracy by complementing the problem of unnecessary words that are added to the sentiment dictionary.

Development of Supplemental Equipment to Reduce Movement During Fusion Image Acquisition (융합영상(Fusion image)에서 움직임을 줄이기 위한 보정기구의 개발)

  • Cho, Yong Gwi;Pyo, Sung Jae;Kim, Bong Su;Shin, Chae Ho;Cho, Jin Woo;Kim, Chang Ho
    • The Korean Journal of Nuclear Medicine Technology
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    • v.17 no.2
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    • pp.84-89
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    • 2013
  • Purpose: Patients' movement during long image acquisition time for the fusion image of PET-CT (Positron Emission Tomography-Computed Tomography) results in unconformity, and greatly affects the quality of the image and diagnosis. The arm support fixtures provided by medical device companies are not manufactured considering the convenience and safety of the patients; the arm and head movements (horizontal and vertical) during PET/CT scan cause defects in the brain fundus images and often require retaking. Therefore, this study aims to develop patient-compensation device that would minimize the head and arm movements during PET/CT scan, providing comfort and safety, and to reduce retaking. Materials and Methods: From June to July 2012, 20 patients who had no movement-related problems and another 20 patients who had difficulties in raising arms due to shoulder pain were recruited among the ones who visited nuclear medicine department for PET Torso scan. By using Patient Holding System (PHS), different range of motion (ROM) in the arm ($25^{\circ}$, $27^{\circ}$, $29^{\circ}$, $31^{\circ}$, $33^{\circ}$, $35^{\circ}$) was applied to find the most comfortable angle and posture. The manufacturing company was investigated for the permeability of the support material, and the comfort level of applying bands (velcro type) to fix the patient's head and arms was evaluated. To find out the retake frequency due to movements, the amount of retake cases pre/post patient-compensation were analyzed using the PET Torso scan data collected between January to December 2012. Results: Among the patients without movement disorder, 18 answered that PHS and $29^{\circ}$ arm ROM were the most comfortable, and 2 answered $27^{\circ}$ and $31^{\circ}$, respectively. Among the patients with shoulder pain, 15 picked $31^{\circ}$ as the most comfortable angle, 2 picked $33^{\circ}$, and 3 picked $35^{\circ}$. For this study, the handle was manufactured to be adjustable for vertical movements. The material permeability of the patient-compensation device has been verified, and PHS and the compensation device were band-fixed (velcro type) to prevent device movements. A furrow was cut for head fixation to minimize the head and neck movements, fixing bands were attached for the head, wrist, forearm, and upper arm to limit movements. The retake frequency of PET Torso scan due to patient movements was 11.06% (191 cases/1,808 patients) before using the movement control device, and 2.65% (48 cases/1,732 patients) after using the device; 8.41% of the frequency was reduced. Conclusion: Recent change and innovation in the medical environment are making expensive medical image scans, and providing differentiated services for the customers is essential. To secure patient comfort and safety during PET/CT scans, ergonomic patient-compensation devices need to be provided. Therefore, this study manufactured a patientcompensation device with vertically adjustable ergonomic ROM according to the patient's body shape and condition during PET Torso scan. The defects in the basal ganglia images due to arm movements were reduced, and retaking was decreased.

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An Empirical Study on the Determinants of Supply Chain Management Systems Success from Vendor's Perspective (참여자관점에서 공급사슬관리 시스템의 성공에 영향을 미치는 요인에 관한 실증연구)

  • Kang, Sung-Bae;Moon, Tae-Soo;Chung, Yoon
    • Asia pacific journal of information systems
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    • v.20 no.3
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    • pp.139-166
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    • 2010
  • The supply chain management (SCM) systems have emerged as strong managerial tools for manufacturing firms in enhancing competitive strength. Despite of large investments in the SCM systems, many companies are not fully realizing the promised benefits from the systems. A review of literature on adoption, implementation and success factor of IOS (inter-organization systems), EDI (electronic data interchange) systems, shows that this issue has been examined from multiple theoretic perspectives. And many researchers have attempted to identify the factors which influence the success of system implementation. However, the existing studies have two drawbacks in revealing the determinants of systems implementation success. First, previous researches raise questions as to the appropriateness of research subjects selected. Most SCM systems are operating in the form of private industrial networks, where the participants of the systems consist of two distinct groups: focus companies and vendors. The focus companies are the primary actors in developing and operating the systems, while vendors are passive participants which are connected to the system in order to supply raw materials and parts to the focus companies. Under the circumstance, there are three ways in selecting the research subjects; focus companies only, vendors only, or two parties grouped together. It is hard to find researches that use the focus companies exclusively as the subjects probably due to the insufficient sample size for statistic analysis. Most researches have been conducted using the data collected from both groups. We argue that the SCM success factors cannot be correctly indentified in this case. The focus companies and the vendors are in different positions in many areas regarding the system implementation: firm size, managerial resources, bargaining power, organizational maturity, and etc. There are no obvious reasons to believe that the success factors of the two groups are identical. Grouping the two groups also raises questions on measuring the system success. The benefits from utilizing the systems may not be commonly distributed to the two groups. One group's benefits might be realized at the expenses of the other group considering the situation where vendors participating in SCM systems are under continuous pressures from the focus companies with respect to prices, quality, and delivery time. Therefore, by combining the system outcomes of both groups we cannot measure the system benefits obtained by each group correctly. Second, the measures of system success adopted in the previous researches have shortcoming in measuring the SCM success. User satisfaction, system utilization, and user attitudes toward the systems are most commonly used success measures in the existing studies. These measures have been developed as proxy variables in the studies of decision support systems (DSS) where the contribution of the systems to the organization performance is very difficult to measure. Unlike the DSS, the SCM systems have more specific goals, such as cost saving, inventory reduction, quality improvement, rapid time, and higher customer service. We maintain that more specific measures can be developed instead of proxy variables in order to measure the system benefits correctly. The purpose of this study is to find the determinants of SCM systems success in the perspective of vendor companies. In developing the research model, we have focused on selecting the success factors appropriate for the vendors through reviewing past researches and on developing more accurate success measures. The variables can be classified into following: technological, organizational, and environmental factors on the basis of TOE (Technology-Organization-Environment) framework. The model consists of three independent variables (competition intensity, top management support, and information system maturity), one mediating variable (collaboration), one moderating variable (government support), and a dependent variable (system success). The systems success measures have been developed to reflect the operational benefits of the SCM systems; improvement in planning and analysis capabilities, faster throughput, cost reduction, task integration, and improved product and customer service. The model has been validated using the survey data collected from 122 vendors participating in the SCM systems in Korea. To test for mediation, one should estimate the hierarchical regression analysis on the collaboration. And moderating effect analysis should estimate the moderated multiple regression, examines the effect of the government support. The result shows that information system maturity and top management support are the most important determinants of SCM system success. Supply chain technologies that standardize data formats and enhance information sharing may be adopted by supply chain leader organization because of the influence of focal company in the private industrial networks in order to streamline transactions and improve inter-organization communication. Specially, the need to develop and sustain an information system maturity will provide the focus and purpose to successfully overcome information system obstacles and resistance to innovation diffusion within the supply chain network organization. The support of top management will help focus efforts toward the realization of inter-organizational benefits and lend credibility to functional managers responsible for its implementation. The active involvement, vision, and direction of high level executives provide the impetus needed to sustain the implementation of SCM. The quality of collaboration relationships also is positively related to outcome variable. Collaboration variable is found to have a mediation effect between on influencing factors and implementation success. Higher levels of inter-organizational collaboration behaviors such as shared planning and flexibility in coordinating activities were found to be strongly linked to the vendors trust in the supply chain network. Government support moderates the effect of the IS maturity, competitive intensity, top management support on collaboration and implementation success of SCM. In general, the vendor companies face substantially greater risks in SCM implementation than the larger companies do because of severe constraints on financial and human resources and limited education on SCM systems. Besides resources, Vendors generally lack computer experience and do not have sufficient internal SCM expertise. For these reasons, government supports may establish requirements for firms doing business with the government or provide incentives to adopt, implementation SCM or practices. Government support provides significant improvements in implementation success of SCM when IS maturity, competitive intensity, top management support and collaboration are low. The environmental characteristic of competition intensity has no direct effect on vendor perspective of SCM system success. But, vendors facing above average competition intensity will have a greater need for changing technology. This suggests that companies trying to implement SCM systems should set up compatible supply chain networks and a high-quality collaboration relationship for implementation and performance.

The Effect of Attributes of Innovation and Perceived Risk on Product Attitudes and Intention to Adopt Smart Wear (스마트 의류의 혁신속성과 지각된 위험이 제품 태도 및 수용의도에 미치는 영향)

  • Ko, Eun-Ju;Sung, Hee-Won;Yoon, Hye-Rim
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.2
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    • pp.89-111
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    • 2008
  • Due to the development of digital technology, studies regarding smart wear integrating daily life have rapidly increased. However, consumer research about perception and attitude toward smart clothing hardly could find. The purpose of this study was to identify innovative characteristics and perceived risk of smart clothing and to analyze the influences of theses factors on product attitudes and intention to adopt. Specifically, five hypotheses were established. H1: Perceived attributes of smart clothing except for complexity would have positive relations to product attitude or purchase intention, while complexity would be opposite. H2: Product attitude would have positive relation to purchase intention. H3: Product attitude would have a mediating effect between perceived attributes and purchase intention. H4: Perceived risks of smart clothing would have negative relations to perceived attributes except for complexity, and positive relations to complexity. H5: Product attitude would have a mediating effect between perceived risks and purchase intention. A self-administered questionnaire was developed based on previous studies. After pretest, the data were collected during September, 2006, from university students in Korea who were relatively sensitive to innovative products. A total of 300 final useful questionnaire were analyzed by SPSS 13.0 program. About 60.3% were male with the mean age of 21.3 years old. About 59.3% reported that they were aware of smart clothing, but only 9 respondents purchased it. The mean of attitudes toward smart clothing and purchase intention was 2.96 (SD=.56) and 2.63 (SD=.65) respectively. Factor analysis using principal components with varimax rotation was conducted to identify perceived attribute and perceived risk dimensions. Perceived attributes of smart wear were categorized into relative advantage (including compatibility), observability (including triability), and complexity. Perceived risks were identified into physical/performance risk, social psychological risk, time loss risk, and economic risk. Regression analysis was conducted to test five hypotheses. Relative advantage and observability were significant predictors of product attitude (adj $R^2$=.223) and purchase intention (adj $R^2$=.221). Complexity showed negative influence on product attitude. Product attitude presented significant relation to purchase intention (adj $R^2$=.692) and partial mediating effect between perceived attributes and purchase intention (adj $R^2$=.698). Therefore hypothesis one to three were accepted. In order to test hypothesis four, four dimensions of perceived risk and demographic variables (age, gender, monthly household income, awareness of smart clothing, and purchase experience) were entered as independent variables in the regression models. Social psychological risk, economic risk, and gender (female) were significant to predict relative advantage (adj $R^2$=.276). When perceived observability was a dependent variable, social psychological risk, time loss risk, physical/performance risk, and age (younger) were significant in order (adj $R^2$=.144). However, physical/performance risk was positively related to observability. The more Koreans seemed to be observable of smart clothing, the more increased the probability of physical harm or performance problems received. Complexity was predicted by product awareness, social psychological risk, economic risk, and purchase experience in order (adj $R^2$=.114). Product awareness was negatively related to complexity, meaning high level of product awareness would reduce complexity of smart clothing. However, purchase experience presented positive relation with complexity. It appears that consumers can perceive high level of complexity when they are actually consuming smart clothing in real life. Risk variables were positively related with complexity. That is, in order to decrease complexity, it is also necessary to consider minimizing anxiety factors about social psychological wound or loss of money. Thus, hypothesis 4 was partially accepted. Finally, in testing hypothesis 5, social psychological risk and economic risk were significant predictors for product attitude (adj $R^2$=.122) and purchase intention (adj $R^2$=.099) respectively. When attitude variable was included with risk variables as independent variables in the regression model to predict purchase intention, only attitude variable was significant (adj $R^2$=.691). Thus attitude variable presented full mediating effect between perceived risks and purchase intention, and hypothesis 5 was accepted. Findings would provide guidelines for fashion and electronic businesses who aim to create and strengthen positive attitude toward smart clothing. Marketers need to consider not only functional feature of smart clothing, but also practical and aesthetic attributes, since appropriateness for social norm or self image would reduce uncertainty of psychological or social risk, which increase relative advantage of smart clothing. Actually social psychological risk was significantly associated to relative advantage. Economic risk is negatively associated with product attitudes as well as purchase intention, suggesting that smart-wear developers have to reflect on price ranges of potential adopters. It will be effective to utilize the findings associated with complexity when marketers in US plan communication strategy.

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