• Title/Summary/Keyword: Internal and External Evaluation

Search Result 441, Processing Time 0.029 seconds

Effect of the Millet and Waxy Millet on Properties of White Layer Cake (메조 및 차조 첨가가 White Layer Cake의 품질특성과 저장에 미치는 영향)

  • Lee, Myung-Ho;Chang, Hak-Gil;Yoo, Yang-Ja
    • Journal of the Korean Society of Food Science and Nutrition
    • /
    • v.34 no.3
    • /
    • pp.395-402
    • /
    • 2005
  • White layer cakes with 10-50% content of domestic millet and waxy millet were carried out to determine how the content of millet and waxy millet affected Quality and properties of a product. The 10% content of waxy millet resulted in the greatest volume, which decreased with the increase in the content of millet and waxy millet; up to 40% content of millet and waxy millet made no significant difference in weight from the control one. The specific loaf volume decreased with the increase in the content of millet and waxy millet. In terms of crum color, as the content of millet and waxy millet increased, the value of L tended to decrease, making it darker, and there was a significant increase in the value of a and b. As for crust color, the value of L, a, and b tended to increase with the increase in the content of millet and waxy millet, making it darker, but with no significant difference from the control one. In terms of texture, 10% content of millet and 10-20% content of waxy millet made no significant difference in hardness from the control one; as for retrogradation, waxy millet tended to make greater increase in hardness than millet. 5℃ storage resulted more rapidly in retrogradation than 25℃. The sensory evaluation showed that with the increase in the content, waxy millet, millet, and the control in order served to make it darker and harder in terms of external properties, with small pores, uneven texture, and reduced flavor in terms of internal properties. There was no significant difference between the cake with 10-20% content of millet and waxy millet and the control one in making a white layer cake by adding millet and waxy millet.

The Development of Education Model for CA-RP(Cognitive Apprenticeship-Based Research Paper) to Improve the Research Capabilities for Majors Students of Radiological Technology (방사선 전공학생의 연구역량 증진을 위한 인지적 도제기반 논문작성 교육 모형 개발)

  • Park, Hoon-Hee;Chung, Hyun-Suk;Lee, Yun-Hee;Kim, Hyun-Soo;Kang, Byung-Sam;Son, Jin-Hyun;Min, Jung-Hwan;Lyu, Kwang-Yeul
    • Journal of radiological science and technology
    • /
    • v.36 no.2
    • /
    • pp.99-110
    • /
    • 2013
  • In the medical field, the necessity of education growth for the professional Radiation Technologists has been emphasized to become experts on radiation and the radiation field is important of the society. Also, in hospitals and companies, important on thesis is getting higher in order to active and cope with rapidly changing internal and external environment and a more in-depth expert training, the necessity of new teaching and learning model that can cope with changes in a more proactive has become. Thesis writing classes brought limits to the in-depth learning as to start a semester and rely on only specific programs besides, inevitable on passive participation. In addition, it does not have a variety opportunity to present, an actual opportunity that can be written and discussed does not provide much caused by instructor-led classes. As well as, it has had a direct impact on the quality of the thesis, furthermore, having the opportunity to participate in various conferences showed the limitations. In order to solve these problems, in this study, writing thesis has organized training operations as a consistent gradual deepening of learning, at the same time, the operational idea was proposed based on the connectivity integrated operating and effective training program & instructional tool for improving the ability to perform the written actual thesis. The development of teaching and learning model consisted of 4 system modeling, scaffolding, articulation, exploration. Depending on the nature of the course, consisting team following the personal interest and the topic allow for connection subject, based on this, promote research capacity through a step-by-step evaluation and feedback and, fundamentally strengthen problem-solving skills through the journal studies, help not only solving the real-time problem by taking wiki-space but also efficient use of time, increase the quality of the thesis by activating cooperation through mentoring, as a result, it was to promote a positive partnership with the academic. Support system in three stages planning subject, progress & writing, writing thesis & presentation and based on cognitive apprenticeship. The ongoing Coaching and Reflection of professor and expert was applied in order to maintain these activities smoothly. The results of this study will introduce actively, voluntarily and substantially join to learners, by doing so, culture the enhancement of creativity, originality and the ability to co-work and by enhance the expertise of based-knowledge, it is considered to be help to improve the comprehensive ability.

Effects of Sourdough on the Quality Characteristics of Rye-Wheat Mixed Bread (Sourdough 대체가 호밀-밀 혼합빵의 품질 특성에 미치는 영향)

  • Kim, Mun-Yong;Chun, Soon-Sil
    • Journal of the Korean Society of Food Science and Nutrition
    • /
    • v.37 no.5
    • /
    • pp.625-632
    • /
    • 2008
  • Rye-wheat mixed bread samples made with substitutions of 20, 40, 60 and 80% sourdough, and control made with the addition of naturally fermented raisin extract, were examined for quality characteristics such as pH, total titratable acidity, fermentation power of dough expansion, specific volume, baking loss, water activity, color, texture, external and internal surface appearance, and sensory qualities, in order to determine the optimal ratio of sourdough in the formulation. As the incubation time of sourdough increased, pH decreased, while total titratable acidity increased. The pH of rye-wheat mixed doughs decreased with increasing sourdough content, but total titratable acidity increased. The rye-wheat mixed breads prepared with substitutions of sourdough had higher pH and lower total titratable acidity than the control group. Fermentation power of dough expansion of rye-wheat mixed doughs increased with increasing incubation time. Specific volume was maximum on the 20% substitution sourdough. Baking loss was inferior with the 80% substitution sourdough. Water activity and lightness was minimum on the control group. The higher amounts of sourdough showed the higher tendency of lightness, redness and yellowness. In the texture characteristics, hardness, gumminess, and chewiness was minimum on the control group and tended to increase with higher substitution of sourdough. Substitution of sourdough showed decrease adhesiveness. Fracturability, cohesiveness, and resilience of all rye-wheat mixed breads were not significantly different. Springiness was maximum on the 20% substitution sourdough and minimum on the 40%. A side of loaf of rye-wheat mixed breads, except for 20%, had a poor break and shred. In sensory evaluation, as substitution amount of sourdough increased, the scores of color and consistency of crumb, uniformity of crumb pore, gumminess, and overall acceptability decreased; while the density of crumb pore, springiness of crumb, aroma of rye flour, sourness, and bitterness showed the reverse effect; the 20, 40, and 60% sourdough samples obtained fairly good scores. In conclusion, these results indicated that $20{\sim}60%$ of sourdough could be very useful as a substitute for baker's yeast in developing rye-wheat mixed bread.

A Hybrid Forecasting Framework based on Case-based Reasoning and Artificial Neural Network (사례기반 추론기법과 인공신경망을 이용한 서비스 수요예측 프레임워크)

  • Hwang, Yousub
    • Journal of Intelligence and Information Systems
    • /
    • v.18 no.4
    • /
    • pp.43-57
    • /
    • 2012
  • To enhance the competitive advantage in a constantly changing business environment, an enterprise management must make the right decision in many business activities based on both internal and external information. Thus, providing accurate information plays a prominent role in management's decision making. Intuitively, historical data can provide a feasible estimate through the forecasting models. Therefore, if the service department can estimate the service quantity for the next period, the service department can then effectively control the inventory of service related resources such as human, parts, and other facilities. In addition, the production department can make load map for improving its product quality. Therefore, obtaining an accurate service forecast most likely appears to be critical to manufacturing companies. Numerous investigations addressing this problem have generally employed statistical methods, such as regression or autoregressive and moving average simulation. However, these methods are only efficient for data with are seasonal or cyclical. If the data are influenced by the special characteristics of product, they are not feasible. In our research, we propose a forecasting framework that predicts service demand of manufacturing organization by combining Case-based reasoning (CBR) and leveraging an unsupervised artificial neural network based clustering analysis (i.e., Self-Organizing Maps; SOM). We believe that this is one of the first attempts at applying unsupervised artificial neural network-based machine-learning techniques in the service forecasting domain. Our proposed approach has several appealing features : (1) We applied CBR and SOM in a new forecasting domain such as service demand forecasting. (2) We proposed our combined approach between CBR and SOM in order to overcome limitations of traditional statistical forecasting methods and We have developed a service forecasting tool based on the proposed approach using an unsupervised artificial neural network and Case-based reasoning. In this research, we conducted an empirical study on a real digital TV manufacturer (i.e., Company A). In addition, we have empirically evaluated the proposed approach and tool using real sales and service related data from digital TV manufacturer. In our empirical experiments, we intend to explore the performance of our proposed service forecasting framework when compared to the performances predicted by other two service forecasting methods; one is traditional CBR based forecasting model and the other is the existing service forecasting model used by Company A. We ran each service forecasting 144 times; each time, input data were randomly sampled for each service forecasting framework. To evaluate accuracy of forecasting results, we used Mean Absolute Percentage Error (MAPE) as primary performance measure in our experiments. We conducted one-way ANOVA test with the 144 measurements of MAPE for three different service forecasting approaches. For example, the F-ratio of MAPE for three different service forecasting approaches is 67.25 and the p-value is 0.000. This means that the difference between the MAPE of the three different service forecasting approaches is significant at the level of 0.000. Since there is a significant difference among the different service forecasting approaches, we conducted Tukey's HSD post hoc test to determine exactly which means of MAPE are significantly different from which other ones. In terms of MAPE, Tukey's HSD post hoc test grouped the three different service forecasting approaches into three different subsets in the following order: our proposed approach > traditional CBR-based service forecasting approach > the existing forecasting approach used by Company A. Consequently, our empirical experiments show that our proposed approach outperformed the traditional CBR based forecasting model and the existing service forecasting model used by Company A. The rest of this paper is organized as follows. Section 2 provides some research background information such as summary of CBR and SOM. Section 3 presents a hybrid service forecasting framework based on Case-based Reasoning and Self-Organizing Maps, while the empirical evaluation results are summarized in Section 4. Conclusion and future research directions are finally discussed in Section 5.

Quality Characteristics of Hard Roll Bread with Concentrated Sweet Pumpkin Powder (농축단호박 분말을 대체한 하드롤 빵의 품질 특성)

  • Lee, Chan-Ho;Chun, Soon-Sil;Kim, Mun-Yong
    • Journal of the Korean Society of Food Science and Nutrition
    • /
    • v.37 no.7
    • /
    • pp.914-920
    • /
    • 2008
  • In this study, hard roll breads were prepared with 3, 6, 9, 12, and 15% of concentrated sweet pumpkin powder (CSPP). The samples and a control were then compared in terms of quality characteristics, including pH, total titratable acidity, fermentation power of dough expansion, specific volume, baking loss, moisture content, color, textural characteristics, external and internal surface appearances, and sensory qualities of bread in order to determine the optimal ratio of CSPP in the formulation. As CSPP content increased, pH of dough, specific volume, baking loss, and lightness of bread decreased, while total titratable acidity of dough, pH, total titratable acidity, moisture content, and redness of bread increased. Fermentation power of dough expansion increased as incubation time increased. The CSPP samples had significantly higher yellowness, hardness, cohesiveness, gumminess, chewiness, and resilience than the control group. Adhesiveness was the highest at the 12% substitution level, while the lowest at the 6% level. Springiness increased with increasing CSPP content. In the sensory evaluation, as CSPP content increased, scores for color and consistency of crumb decreased, while scores for aroma of sweet pumpkin, sweetness, and delicious taste increased. Density of crumb pore were maximal with the 12% CSPP substitution. The CSPP samples had significantly higher uniformity of crumb pore and springiness of crumb than the control group. However, mouth-feel and overall acceptability showed the reverse effect, obtaining fairly good scores. In conclusion, the results indicate that substituting $6{\sim}9%$ CSPP to hard roll bread is optimal, providing good physiological properties as well as reasonably high overall acceptability.

Evaluation of the Usefulness of Assist Device for Rosenberg View Test (Rosenberg View 검사를 위한 보조기구의 유용성 평가)

  • Kong, Chang gi;Song, Jong Nam;Kim, In Soo;Han, Jae Bok
    • Journal of the Korean Society of Radiology
    • /
    • v.14 no.2
    • /
    • pp.129-138
    • /
    • 2020
  • Due to the nature of the Rosenberg Method, the patient needs to maintain posture for a certain period of time, and the joint space is observed in various forms depending on the angle of knee flexion, which causes difficulties in examination. In order to solve these problems, Image quality was evaluated in order to evaluate the usefulness of the assistive device by making the assistive device itself. SNR and CNR analysis about the presence or absence of an assistive device using the extremity phantom and the angle of the assistive device itself were not statistically significant(p < 0.05). As a result of measuring the distance between the right and left edges of the medial condyle based on the presence or absence of an assist device, and the absence of assist device (96.00±40.6 mm) and presence of an assist device (134.86±17.68 mm) were statistically significant (p <0.05). To find the aLDFA relationship about the femur and tibia, we measured the right and left aLDFA based on the presence or absence of assist device. As a result, the absence of the right-side aLDFA assist device (74.63°±4.87) and the presence of assist device (79.64°±3.65) were statistically significant (p <0.05). The absence of the left-side aLDFA assist device (76.39°±4.62) and the presence of assist device (79.64°±3.65) were statistically significant (p < 0.05). but, As a result of measuring the distance of the overlapping parts of the right and left proximal tibiofibular joint and the lateral condyle, There were no statistically significant differences between the right and left sides. In conclusion, we confirmed that we can obtain Diagnostically valuable images with a constant knee-to-knee spacing using an assist device we self-created. In addition, we could learn through aLDFA relationship between femur and tibial that the smaller the angle, the more medial condyle overlaps with JSW, We also confirmed the significance by deriving similar values on the normal range values of aLDFA using assist devices. However, it is considered necessary to pay attention to internal and external rotations in order to obtain good quality images by evaluating the distance of overlapping parts between proximal tibiofibular joint and lateral condyle.

Analysis of Microclimate Impact According to Development Scenarios of Vacant Land in Downtown Seoul - A Comparison of Wind Speed and Air Temperature - (서울 도심 공지의 개발 시나리오에 따른 미기후 영향 분석 - 풍속 및 기온 비교 -)

  • Baek, Jiwon;Park, Chan;Park, Somin;Choi, Jaeyeon;Song, Wonkyong;Kang, Dain;Kim, Suryeon
    • Journal of Environmental Impact Assessment
    • /
    • v.30 no.2
    • /
    • pp.105-116
    • /
    • 2021
  • In the city of high population density crowded with buildings, Urban Heat Island (UHI) is intensified, and the city is vulnerable to thermal comfort. The maintenance of vacant land in downtown is treated as a factor that undermines the residential environment, spoils the urban landscape, and decreases the economic vitality of the whole region. Therefore, this study compared the effects on microclimate in the surrounding area according to the development scenarios targeting the vacant land in Songhyeon-dong, Jongno-gu, Seoul. The status quo, green oriented, building oriented and green-building mediation scenarios were established and ENVI-met was used to compare and analyze the impact of changes in wind speed, air temperature and mean radiant temperature (MRT) within 1 km of the target and the target site. The result of inside and 1 km radius the targeted area showed that the seasonal average temperature decreased and the wind speed increased when the green oriented scenario was compared with the current state one. It was expected that the temperature lowered to -0.73 ℃ or increased to 1.5 ℃ in summer, and the wind speed was affected up to 210 meters depending on the scenario. And it was revealed that green area inside the site generally affects inside area, but the layout and size of the buildings affect either internal and external area. This study is expected to help as a decision-making support tool for developing Songhyeon-dong area and to be used to reflect the part related to microclimate on the future environmental effects evaluation system.

Role of Radiation Therapy for Locally Advanced Gastric Carcinoma Management (재발성 또는 국소진행된 위암의 방사선치료 -35예의 치료성적 분석)

  • Yoon Sei Chul;Oho Yoon Kyeoung;Shinn Kyeong Sub;Bahk Yong Whee;Kim In Chul;Lee Kyung Sik
    • Radiation Oncology Journal
    • /
    • v.6 no.1
    • /
    • pp.41-47
    • /
    • 1988
  • Thirty-five patients with locally advanced gastric carcinoma were treated with combined modalities of external radiation therapy (RT) and 5-FU based chemotherapy at the Division of Radiation Therapy, Department of Radiology, Kangnam 51. Mary's Hospital, Catholic University Medical College from May 1983 to May 1987. The purpose of this retrospective study is for the evaluation of the palliative response to RT. There were 25 men and 10 women. The age ranged from 38 to 80 years (median: 56 years). The pathologic classification showed $14(40\%)$ poorly differentiated, $12 (34\%)$ moderately differentiated, $3(9\%)$ well differentiated adenocarcinomas, 2 mucinous cystadenocarcinomas, 1 signet ring cell and 3 not specified ones. The time intervals from the initial surgicopathologic diagnosis to the starting day of RT was within 1 year for $18 (51\%)$, 1 to 2 years for $8 (23\%)$ and 2 to 3 years for $5 (14\%)$, respectively. The major symptoms to be treated were pain in $30 (80\%)$, mass for $29 (83\%)$, obstruction for $11 (31\%)$ and jaundice for $9 (20\%)$ patients. The response rate (patient number of positive response/total patient number) according to treated radiation doses were observed as follows; $14/16(88\%)$ for $40\~50Gy,\;8/10(80\%)$ for over $50Gy,6/8 (75\%)\;for\;30\~40Gy\;and\;8/10(53\%)\;for\;20\~30 Gy$ in decreasing order. The over ail survival was 3.0 months and that of 5FU+RT, FAM+RT and RT alone groups were 4.6 months, 3.7 months and 2.5 months respectively. Complications induced by RT were nausea and vomiting in $16(46\%)$, diarrhea in $7(20\%)$, leukopenia in $6(17\%)$ and anemia and intercurrent pneumonia in each $3(9\%)$ patients in decreasing order.

  • PDF

Design and Implementation of Quality Broker Architecture to Web Service Selection based on Autonomic Feedback (자율적 피드백 기반 웹 서비스 선정을 위한 품질 브로커 아키텍처의 설계 및 구현)

  • Seo, Young-Jun;Song, Young-Jae
    • The KIPS Transactions:PartD
    • /
    • v.15D no.2
    • /
    • pp.223-234
    • /
    • 2008
  • Recently the web service area provides the efficient integrated environment of the internal and external of corporation and enterprise that wants the introduction of it is increasing. Also the web service develops and the new business model appears, the domestic enterprise environment and e-business environment are changing caused by web service. The web service which provides the similar function increases, most the method which searches the suitable service in demand of the user is more considered seriously. When it needs to choose one among the similar web services, service consumer generally needs quality information of web service. The problem, however, is that the advertised QoS information of a web service is not always trustworthy. A service provider may publish inaccurate QoS information to attract more customers, or the published QoS information may be out of date. Allowing current customers to rate the QoS they receive from a web service, and making these ratings public, can provide new customers with valuable information on how to rank services. This paper suggests the agent-based quality broker architecture which helps to find a service providing the optimum quality that the consumer needs in a position of service consumer. It is able to solve problem which modify quality requirements of the consumer from providing the architecture it selects a web service to consumer dynamically. Namely, the consumer is able to search the service which provides the optimal quality criteria through UDDI browser which is connected in quality broker server. To quality criteria value decision of each service the user intervention is excluded the maximum. In the existing selection architecture, the objective evaluation was difficult in subjective class of service selecting of the consumer. But the proposal architecture is able to secure an objectivity with the quality criteria value decision where the agent monitors binding information in consumer location. Namely, it solves QoS information of service which provider does not provide with QoS information sharing which is caused by with feedback of consumer side agents.

The Effect of Corporate Association on the Perceived Risk of the Product (소비자의 제품 지각 위험에 대한 기업연상과 효과: 지식과 관여의 조절적 역활을 중심으로)

  • Cho, Hyun-Chul;Kang, Suk-Hou;Kim, Jin-Yong
    • Journal of Global Scholars of Marketing Science
    • /
    • v.18 no.4
    • /
    • pp.1-32
    • /
    • 2008
  • Brown and Dacin (1997) have investigated the relationship between corporate associations and product evaluations. Their study focused on the effects of associations with a company's corporate ability (CA) and its corporate social responsibility (CSR) on consumers' product evaluations. Their study has found that both of CA and CSR influenced product evaluation but CA association has a stronger effect than CSR associations. Brown and Dacin (1997) have, however, claimed that there are few researches on how corporate association impacts product responses. Accordingly, some of researchers have found the variables to moderate or to mediate the relationship between the corporate association and the product responses. In particular, there has been existed a few of studies that tested the influence of the reputation on the product-relevant perceived risk, but the effects of two types of the corporate association on the product-relevant perceived risk were not identified so far. The primary goal of this article is to identify and empirically examine some variables to moderate the effects of CA association and CSR association on the perceived risk of the product. In this articles, we take the concept of the corporate associations that Brown and Dacin (1997) had proposed. CA association is those association related to the company's expertise in producing and delivering its outputs and CSR association reflected the organization's status and activities with respect to its perceived societal obligations. Also, this study defines the risk, which is the uncertainty or loss of the product and corporate that consumers have taken in a particular purchase decision or after having purchased. The risk is classified into product-relevant performance risk and financial risk. Performance risk is the possibility or the consequence of a product not functioning at some expected level and financial risk is the monetary loss one perceives to be incurring if a product does not function at some expected level. In relation to consumer's knowledge, expert consumers have much of the experiences or knowledge of the product in consumer position and novice consumers does not. The model tested in this article are shown in Figure 1. The model indicates that both of CA association and CSR association influence on performance risk and financial risk. In addition, the effects of CA and CSR are moderated by product category knowledge (product knowledge) and product category involvement (product involvement). In this study, the relationships between the corporate association and product-relevant perceived risk are hypothesized as the following form. For example, Hypothesis 1a($H_{1a}$) is represented that CA association has a positive influence on the performance risk of consumer. Also, the hypotheses that identified some variables to moderate the effects of two types of corporate association on the perceived risk of the product are laid down. One of the hypotheses of the interaction effect is Hypothesis 3a($H_{3a}$), it is described that consumer's knowledges of the product moderates the negative relationship between CA association and product-relevant performance risk. A field experiment was conducted in order to examine our model. The company tested was not real but imagined to meet the internal validity. Water purifiers were used for our study. Four scenarios have been developed and described as the imaginary company: Type A with both of superior CA and CSR, Type B with superior CSR and inferior CA, Type C with superior CA and inferior CSR, and Type D with both inferior of CA and CSR. The respondents of this study were classified into four groups. One type of four scenarios (Type A, B, C, or D) in its questionnaire was given to the respondent who filled out questions. Data were collected by means of a self-administered questionnaire to the respondents, chosen in convenience. A total of 300 respondents filled out the questionnaire but 207 were used for further analysis. Table 1 indicates that the scales in this study are reliable because the range of coefficients of Cronbach's $\alpha$ are from 0.85 to 0.92. The composite reliability is in the range of 0,85 to 0,92 and average variance extracted is in 0.72-0.98 range that is higher than the base level of 0.6. As shown in Table 2, the values for CFI, NNFI, root-mean-square error approximation (RMSEA), and standardized root-mean-square residual (SRMR) are acceptably close to the standards suggested by Hu and Bentler (1999):.95 for CFI and NNFI,.06 for RMSEA, and.08 for SRMR. We also tested discriminant validity provided by Fornell and Larcker (1981). As shown in Table 2, we found strong evidence for discriminant validity between each possible pair of latent constructs in all samples. Given that these batteries of overall goodness-of-fit indices were accurate and that the model was developed on theoretical bases, and given the high level of consistency across samples, this enables us to proceed the previously defined scales. We used the moderated hierarchical regression analysis to test the influence of the corporate association(CA and CSR associations) on product-relevant perceived risk(performance and financial risks) and to identify the variables moderating the relationship between the corporate association and product-relevant performance risk. In this study, dependent variables are performance and financial risk. CA and CSR associations are described the independent variables. The moderating variables are product category knowledge and product category involvement. The results are, as expected, found that CA association has statistically a significant influence on the perceived risk of the product, but CSR association does not. Product category knowledge and involvement moderate the relationship between the CA association and the perceived risk of the product. However, the effect of CSR association on the perceived risk of the product is not moderated by the consumers' knowledge and involvement. For this result, it is necessary for a corporate to inform its customers CA association more than CSR association so that they could be felt to be the reduction of the perceived risk. The important theoretical contribution of this research is the meanings that two types of corporate association that Brown and Dacin(1997), and Brown(1998) have proposed replicated the difference of the effects on product evaluation. According to Hunter(2001), it was an important affair to accomplish the validity of a particular study and we had to take about ten studies to deduce a strict study. Next, there is the contribution of the this study to find that the effects of corporate association on the perceived risk of the product are varied by the moderator variables. In particular, the moderating effect of knowledge on the relationship between corporate association and product-relevant perceived risk has not been tested in Korea. In the managerial implications of this research, we suggest the necessity to stress the ability that corporate manufactures the product well(CA association) than the accomplishment of corporate's social obligation(CSR association). This study suffers from various limitations that imply future research directions. The moderating effects of product category knowledge and involvement on the relationship between corporate association and perceived risk need to be replicated. Next, future research could explore whether the mediated effects of the perceived risk has the relationship between corporate association and consumer's product purchase. In addition, to ensure the external validity of the study will be needed to use realistic company, not artificial.

  • PDF