• Title/Summary/Keyword: Jung-bang

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A Novel Synthesized Tyrosinase Inhibitor, (E)-3-(4-hydroxybenzylidene) chroman-4-one (MHY1294) Inhibits α-MSH-induced Melanogenesis in B16F10 Melanoma Cells (신규 합성물질 (E)-3-(4-하이드록시벤질리딘)크로마논 유도체의 티로시나아제 효소활성 저해 및 멜라닌 생성 억제 효과)

  • Jeon, Hyeyoung;Lee, Seulah;Yang, Seonguk;Bang, EunJin;Ryu, Il Young;Park, Yujin;Jung, Hee Jin;Chung, Hae Young;Moon, Hyung Ryong;Lee, Jaewon
    • Journal of Life Science
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    • v.31 no.8
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    • pp.719-728
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    • 2021
  • Melanin pigments are abundantly distributed in mammalian skin, hair, eyes, and nervous system. Under normal physiological conditions, melanin protects the skin against various environmental stresses and acts as a physiological redox buffer to maintain homeostasis. However, abnormal melanin accumulation results in various hyperpigmentation conditions, such as chloasma, freckles, senile lentigo, and inflammatory pigmentation. Tyrosinase, a copper-containing enzyme, plays an important role in the regulation of the melanin pigment biosynthetic pathway. Although several whitening agents based on tyrosinase inhibition have been developed, their side effects, such as allergies, DNA damage, mutagenesis, and cytotoxicity of melanocytes, limit their applications. In this study, we synthesized 4-chromanone derivatives (MHY compounds) and investigated their ability to inhibit tyrosinase activity. Of these compounds, (E)-3-(4-hydroxybenzylidene)chroman-4-one (MHY1294) more potently inhibited the enzymatic activity of tyrosinase (IC50 = 5.1±0.86 μM) than kojic acid (14.3±1.43 μM), a representative tyrosinase inhibitor. In addition, MHY1294 showed competitive inhibitory action at the catalytic site of tyrosinase and had greater binding affinity at this site than kojic acid. Furthermore, MHY1294 effectively inhibited α-melanocyte stimulating hormone (α-MSH)-induced melanin synthesis and intracellular tyrosinase activity in B16F10 melanoma cells. The results of the present study indicate that MHY1294 may be considered as a candidate pharmacological agent and cosmetic whitening ingredient.

Preference and Loyalty Evaluation Using Sentiment Analysis for Promotion and Consumption Expansion of Paprika (감성분석을 이용한 파프리카 소비 확대와 홍보를 위한 선호도와 충성도 평가)

  • Jang, Hye Sook;Lee, Jung Sup;Bang, Ji Wong;Lee, Jae Han
    • Journal of Bio-Environment Control
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    • v.31 no.4
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    • pp.343-355
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    • 2022
  • This study investigated the consumption tendency and awareness of paprika in order to expand and promote the consumption of Capsicum annuum L. The research investigated the relationship of preference and loyalty based on emotional response of paprika according to the semantic differential scale. The survey was conducted from January to February 2022 using a random sampling method targeting 155 general people, and a total of 142 questionnaires were analyzed excluding 13 wrong answers. The nine items on the awareness of paprika showed to be consisted of three factors such as 'Food taste', 'Usability', and 'Economics' by factor analysis. Regarding to the awareness of paprika the positive answer that 'I think paprika is good for health' among the nine questions was the highest at 92.3%. In the preference aspect of shape, blocky type had the highest preference for the shape of paprika, followed by mini and conical types in order of preference (p < 0.001). As for color preference, yellow paprika was the most preferred, followed by orange, red, and green, showing statistical significance. The emotional response of paprika by paprika image showed a statistically significant difference in the four colors. The words such as 'bright', 'clean', and 'spirited' appeared as representative emotional vocabulary for paprika. Multiple regression analysis was performed to examine the effect of paprika on the three factors of awareness, preference, and loyalty due to the quality of life. As a result, the higher the paprika preference and quality of life, and the higher the taste and availability factors, the higher the paprika awareness and loyalty. As the variable that has the most influence on the loyalty of the survey respondents, preference was found to have the highest explanatory power at 43%. From these results, it was judged as a very important factor in the survey on the shape and color preference of paprika. Therefore, the recent increase in awareness that paprika is good for health is thought to act as a positive factor in revitalizing the domestic market and increasing consumption of paprika in the future. Also, among the three types of paprika, the yellow blunt type showed the highest preference. Therefore, in order to produce and promote this type of paprika, it is also important to increase the cultivation to suit the purchasing propensity of consumers.

Comparative Study of Interfacial Reaction and Drop Reliability of the Sn-3.0Ag-0.5Cu Solder Joints on Electroless Nickel Autocatalytic Gold (ENAG) (Electroless Nickel Autocatalytic Gold (ENAG) 표면처리와 Sn-Ag-Cu솔더 간 접합부의 계면반응 및 취성파괴 신뢰성 비교 연구)

  • Jun, So-Yeon;Kwon, Sang-Hyun;Lee, Tae-Young;Han, Deog-Gon;Kim, Min-Su;Bang, Jung-Hwan;Yoo, Sehoon
    • Journal of the Microelectronics and Packaging Society
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    • v.29 no.3
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    • pp.63-71
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    • 2022
  • In this study, the interfacial reaction and drop impact reliability of Sn-Ag-Cu (SAC) solder and electroless nickel autocatalytic gold (ENAG) were studied. In addition, the solder joint properties with the ENAG surface finish was compared with electroless nickel immersion gold (ENIG) and electroless nickel electroless palladium immersion gold (ENEPIG). The IMC thickness of SAC/ENAG and SAC/ENEPIG were 1.15 and 1.12 ㎛, respectively, which were similar each other. The IMC thickness of the SAC/ENIG was 2.99 ㎛, which was about two times higher than that of SAC/ENAG. Moreover, it was found that the IMC thickness of the solder joint was affected by the metal turnover (MTO) condition of the electroless Ni(P) plating solution, and it was found that the IMC thickness increased when the MTO increased from 0 to 3. The shear strength of SAC/ENEPIG was the highest, followed by SAC/ENAG and SAC/ENIG. It was found that when the MTO increased, the shear strength was lowered. In terms of brittle fracture, SAC/ENEPIG was the lowest among the three joints, followed by SAC/ENAG and SAC/ENIG. Likewise, it was found that as MTO increased, brittle fracture increased. In the drop impact test, it was confirmed that the 0 MTO condition had a higher average number of failures than the 3 MTO condition, and the average number of failures was also higher in the order of SAC/ENEIG, SAC/ENAG, and SAC/ENIG. As a result of observing the fracture surface after the drop impact, it was found that the fracture was between the IMC and the Ni(P) layer.

Attraction Effects of Sex Pheromone and LED Mass-Trap to Spodoptera exigua and Spodoptera litura (Fabricius) Adults around the Tomato Greenhouse (토마토 재배지 성페로몬 및 LED 유인 트랩을 이용한 파밤나방(Spodoptera exigua)과 담배거세미나방(Spodoptera litura) 대량 포획)

  • Lee, Jung Sup;Bang, Ji Wong;Lee, Jae Han;Jang, Hye Sook
    • Journal of Bio-Environment Control
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    • v.31 no.1
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    • pp.22-27
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    • 2022
  • The attraction effects of light emitting diode (LED) trap to Spodoptera exigua and Spodoptera litura adults were evaluated in greenhouse and compared with those of no light trap, which is typical used in commercial trap. At this time, in order to attract these two species of moths, sex pheromone traps were installed at the top side according to the degree of tomato growth inside the tomato cultivation greenhouse around the LED trap. In addition, two types of light-emitting traps (420 nm, 470 nm) were installed in the greenhouse at 1/40 m2, respectively. Also two sex pheromone were installed inside of the greenhouse according to the height of the tomato plants. 10 days later, Blue-light trap(BLB, 470 nm wavelength) was 3.1-3.5 times more attractive than Violet-light trap(VLB, 420 nm wavelength) in S. exigua (105.6 ± 7.3) and S. litura (42.0 ± 3.1) respectively, whereas the no-light trap was little attractive to S. exigua (33.7 ± 2.8) and S. litura (12.0 ± 1.5). On the other hand, after the installation of the sex pheromone trap and the LED trap, there was no damage to S. litura (Fabricius) and S. exigua in the pesticide-free area, indicating a high possibility of control. At this time, the operating cost of the two types of LED traps was 80 won/m2 per unit area, and it was confirmed that both types of moths could be controlled. In addition, as a result of confirming the number of two types of moths caught in the sexual pheromone trap and two types of LED traps after 4 months, it was judged that eco-friendly control was possible as more than 373 moths/trap were attracted to the two types of moths.

The Relationships among Social Influence, Use-Diffusion, Continued Usage and Brand Switching Intention of Mobile Services (사회적 영향력과 모바일 서비스의 사용-확산, 그리고 지속적 사용 및 상표 전환의도 간의 관계에 대한 연구)

  • Sang-Hoon Kim;Hyun Jung Park;Bang-Hyung Lee
    • Asia Marketing Journal
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    • v.12 no.3
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    • pp.1-24
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    • 2010
  • Typically, marketing literature on innovation diffusion has focused on the pre-adoption process and only a few studies explicitly examined consumers' post-adoption behavior of innovative mobile services. Besides, prior use diffusion research has considered the variables that determine the consumers' initial adoption in explaining the post adoption usage behavior. However, behavioral sciences and individual psychology suggest that social influences are a potentially important determinant of usage behavior as well. The purpose of this study is to investigate into the effects of network factor and brand identification as social influences on the consumers' use diffusion or continued usage intention of a mobile service. Network factor designates consumer perception of the usefulness of a network, which embraces the concept of network externality and that of critical mass. Brand identification captures distinct aspects of social influence on technology acceptance that is not captured by subjective norm in situations where the technology use is voluntary. Additionally, this study explores the effect of the use diffusion on the brand switching intention, a generally unexplored form of post-adoption behavior. There are only a few empirical studies in the literature addressing the issue of IT user switching. In this study, the use diffusion comprises of rate of use and variety of use. The research hypotheses are as follows; H1. Network factor will have a positive influence on the rate of use of mobile services. H2. Network factor will have a positive influence on variety of use of mobile services. H3. Network factor will have a positive influence on continued usage intention. H4. Brand identification will have a positive influence on the rate of use. H5. Brand identification will have a positive influence on variety of use. H6. Brand identification will have a positive influence on continued usage intention. H7. Rate of use of mobile services are positively related to continued usage intention. H8. Variety of Use of mobile services are positively related to continued usage intention. H9. Rate of use of mobile services are negatively related to brand switching intention. H10. Variety of Use of mobile services are negatively related to brand switching intention. With the assistance of a marketing service company, a total of 1023 questionnaires from an online survey were collected. The survey was conducted only on those who have received or given a mobile service called "Gifticon". Those who answered insincerely were excluded from the analysis, so we had 936 observations available for a further stage of data analysis. We used structural equation modeling and overall fit was good enough (CFI=0.933, TLI=0.903, RMSEA=0.081). The results show that network factor and brand identification significantly increase the rate of use. But only brand identification increases variety of use. Also, network factor, brand identification and the use diffusion are positively related to continued usage intention. But the hypotheses that the use diffusion are positively related to brand switching intention were rejected. This result implies that continued usage intention cannot guarantee reducing brand switching intention.

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Effect of Early Pregnant Heifer as Donor on the Ovum Pick-Up Derived Oocyte Aspiration and Embryo Production (초기 임신우의 공란우 활용이 초음파 유도 난자 채취 및 수정란 생산에 미치는 영향)

  • Jin, Jong-In;Kwon, Tae-Hyeon;Choi, Byeong-Hyun;Kim, Sung-Soo;Jo, Hyun-Tea;Bang, Jae-Il;Kim, Sam-Chul;Cho, Kyu-Woan;Lee, Jung-Gyu;Kong, Il-Keun
    • Journal of Embryo Transfer
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    • v.26 no.1
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    • pp.19-25
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    • 2011
  • This study was carried out to evaluate the effect of early pregnant cow as donor for Ovum Pick-Up (OPU) derived oocyte aspiration and embryo production in Holstein heifers. Four non-pregnant and 2 pregnant Holstein heifers were used as donor and then carried out total 17 OPU session for 10 weeks (2 times per week). Recovered cumulus-oocyte-complexes (COCs) were classified into 4 grade by oocyte cytoplasm and cumulus cells and matured in vitro in TCM-199 supplemented with 10% FBS, 10 mg/ml FSH and 1 mg/ml estradiol in 5% $CO_2$ and over 99% humidity for 24 h. After 24 h co-incubation with post-thaw sperm, the presumed zygotes were cultured in CR1aa medium with 4 mg/ml BSA for 3 days and then changed CR1aa medium with 10% of FBS for another 3~4 days. The Mean number of aspirated follicles and collected oocytes in the early stage pregnant and non-pregnant heifers were $13.0{\pm}4.3$ and $10.6{\pm}3.9$, $5.4{\pm}3.4$ and $7.7{\pm}3.6$ per session, respectively. Rate of collected oocyte from aspirated follicles were 59.2% and 50.5%, respectively. The average number of good quality oocytes (Grade I and II) in the early stage pregnant and non-pregnant heifers was $3.7{\pm}2.7$ and $4.9{\pm}2.6$ (Mean${\pm}$SD). Cleavage and blastocyst developmental rates in Grade I and II were 22.2% and 25.5%, and then $1.7{\pm}0.9$ and $1.4{\pm}1.1$ blastocyst per session, respectively. In conclusion, OPU technology can be used in early stage pregnant and non-pregnant heifers without any problem and so applied OPU derived embryo production to maximize the ability of genetically valuable females.

A Study on Food Safety of Distribution Foods in the Northern Gyeonggi Area (경기북부권역에서의 유통식품 안전성 연구)

  • Kang, Jeung-Bok;Bang, Seon-Jae;Kwon, Yeon-Ok;Jang, Mi-Jung;Oh, Sang-Hun;Park, Jeong-Hwa;Hong, Seung-Hee
    • Journal of Food Hygiene and Safety
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    • v.31 no.5
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    • pp.349-355
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    • 2016
  • This study was performed to investigate food safety of 18,446 distribution foods in the northern Gyeongii area from 2010 to 2014 year. Food safety analysis was conducted by using Korean food code and food additives code. Fail determination about standards and specifications was 184 cases of 18,446 distribution foods, which represented about 1.00% fail rate of total cases. In the case of collected by food sanitation inspector, fail determination was 124 cases of 13,706 foods and showed about 0.90% fail rate. In the case of requested for food safety inspection, fail determination was 42 cases of 3,419 foods and showed about 1.23% fail rate. Results of fail determination by years, 61 cases (about 1.66%) detected fail among 3,683 foods in 2010 year, 37 cases (about 0.96%) detected fail among 3,863 foods in 2011 year, 44 cases (about 1.18%) detected fail among 3,721 foods in 2012 year, 25 cases (about 0.68%) detected fail among 3,669 foods in 2013 year, and 17 cases (about 0.48%) detected fail among 3,510 foods in 2014 year. In distribution of fail rate by month, september was showed the highest fail rate at 2.54% compared with other months. Fail determination by type of foods showed that 23 cases of perilla oil detected fail in 204 foods (about 11.27%), 32 cases of sesame oil detected fail in 394 foods (about 8.12%), 9 cases of pickles detected fail in 177 foods (about 5.08%), and 10 cases of red pepper powder detected fail in 283 foods (about 3.53%). For analysis of fail determination by examination items, microorganism was 28 fail cases (15.22%) and that was the highest level among examination items, linolenic acid and acid value were 27 fail cases (14.67%), iodine value was 19 fail cases (10.33%), content amount was 16 fail cases (8.70%), and sulfur dioxide was 9 fail cases (4.89%). In conclusion, the result of this study indicate that various fail determination items were detected of distribution foods on the market during the past five years and it was showed to higher hazard occurrence potential due to food. Therefore, more strict food safety control will be need for improving human health by prevent food health problem and ensure food safety.

Effects of Application of Fermented Swine Manure with Additional Nitrogen Fertilizer on Productivity of Corn and Leaching of Nitrogen and Phosphorous in Corn Cultivation Soil (돈분발효 퇴액비 시용과 첨가적인 질소비료 시용이 옥수수의 생산성과 질소 및 인의 용탈에 미치는 영향)

  • Choi, Ki-Choon;Jo, Nam-Chul;Jung, Min-Woong;Yook, Wan-Bang
    • Journal of The Korean Society of Grassland and Forage Science
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    • v.30 no.1
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    • pp.15-24
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    • 2010
  • This study was conducted to investigate the effects of swine manure (SM) application with additional nitrogen (N) fertilizer on productivity of corn and environmental pollution in com cultivation soil. The experiment was conformed in lysimeter which was constructed with 30 cm diameter, and 100 cm height. Swine manures used in this study were the compost of swine manure fermented with sawdust (SMFWS) and soft rice hulls treated with high temperature and high pressure (SRH), and swine slurry (SS). The application rates of the additional N, as urea, with swine manure were 50 and 100 kgN/ha on each plot. This study was arranged in completely randomized design with three replication. DM yields in SM treatments with mineral N were increased significantly compared to those in SM treatment without mineral N (zero-mineral N) (P<0.05) and increased as the rate of mineral N application increased (P<0.05). DM yields in SMFWS and SS treatments with mineral 100 kgN/ha showed trends similar to those of chemical fertilizer (control) but higher than those of 50 kg N/ha. DM yields tended to be higher in SMFWS and SS treatments than in SRH treatment. Total N contents in SMFWS, SRH and SS treatments with mineral N were increased, compared with SM treatment without mineral N. N contents in SM treatments with mineral N were lower than those of chemical fertilizer treatment, but N content of chemical fertilizer treatment showed trends similar to that of SS treatments with mineral 100 kgN/ha. $NO_3$-N concentration in SM treatments with mineral N were increased significantly, compared to those in SM treatment without mineral N and in chemical fertilizer (P<0.05). $NH_4$-N concentrations in SMFWS and SS treatments with mineral 100 kgN/ha showed trends similar to those of chemical fertilizer, but higher than those of 50 kg N/ha. $PO_4$-P concentration in SM treatments with mineral N were increased significantly, compared to those in SM treatment without mineral N (P<0.05). $PO_4$-P concentration in chemical fertilizer treatment showed trends similar to that of SS treatments with mineral 100 kgN/ha. The concentrations of $NO_3$-N $NH_4$-N and $PO_4$-P increased as the rate of mineral N application increased (P<0.05). The concentrations of $NO_3$-N $NH_4$-N and $PO_4$-P were highly elevated in the concentrated rainy season in the early stage among experimental period. The maximum $NO_3$-N $NH_4$-N and $PO_4$-P concentrations in the leaching water were 3.46 mg/L, 1.11 mg/L and 0.14 mg/L, respectively.

Protective Effects of Chemical Drugs on the Course of Uranium-induced Acute Renal Failure (우라늄오염에 의한 신부전증에 미치는 제염제의 방호효과)

  • Kim, Tae-Hwan;Chung, In-Yong;Kim, Sung-Ho;Kim, Kyeng-Jung;Bang, Hyo-Chang;Yoo, Seong-Yul;Chin, Soo-Yil
    • Journal of Radiation Protection and Research
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    • v.15 no.2
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    • pp.27-39
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    • 1990
  • Appreciable radiation exposures certainly were occurred in the reactor burn-up, the nuelear fall-out and the surroundings of nuclear installations with radioactive effluents. Therefore, radioactive nuclides is not only potentially hazardous to workers of nuclear power plants and related industrials, but also the wokers who handle radioactive nuclides in biochemical research and nuclear medicine diagnostics. And in the case of occurring the nuclear accidents, the early medical treatment of radiation injury should be necessary but little is established medical procedures to decontaminate the victims of internal contamination of radioactive nuclides in korea. Accordingly, to achieve the basic data for protective roles and medical treatment of radiation injury, the present studies were carrid out to evaluate the decontamination of uranium by the chemical drugs. The results observed were summarized as follows: 1. The combined treatmet group of sodium bicarbonate and saline with uranyl nitrate injection simultaneously and the dithiothreitol group that was administered 30 minutes after uranyl nitrate injection were increased significantly in the change of body weight than uranyl nitrate-only group (P<0.005). 2. All the experimental groups were increased the fluid intake and urine volume on the uranyl nitrate-induced acute renal failure. but the combined treatment group of sodium bicarbonate and saline with uranyl nitrate injection simultaneously and the dithiothreitol group that was administered 30 minutes after uranyl nitrate injection have the higher increment of fluid intake and urine volume (P<0.05). 3. When sodium bicarbonate and saline was treated with uranyl nitrate injection simultaneously. and dithiothreitol was administered 30 minutes after uranyl nitrate injection. there was significantly reduced in BUN concentration (P<0.01). 4. When dithiothreitol was administered 30 minutes after uranyl nitrate injection. there was reduced more significantly on the increment of serum creatinine concentration than that observed in uranyl nitrate-only group(P<0.01). but when the combined treatment of sodium bicarbonate and saline with uranyl nitrate simultaneously, there was still. albeit much less marked. decrease in serum creatinine concentration. 5. The sodium bicarbonate and saline was treated with uranyl nitrate simultaneously and dithiothreitol was administered at 30 minutes after uranyl nitrate were excreted markedly higher urine creatinine concentration than the uranyl nitrate-only group. 6. Uranyl nitrate has been used in experimental animals to produce hydropic degeneration and swelling of proximal tubules, disappearance of microvilli and brush border or necrosis in the kidney and centrilobular necrosis, congestion, and telangiectasia of the liver. When the sodium bicarbonate and saline was treated with uranyl nitrate simultaneously, and dithiothreitol was administered. 30 minutes after uranyl nitrate, there was more marked the protective effect than uranyl nitrate-only group. Finally, if the sodium bicarbonate and saline may administered as quickly as possible each time that some risk for internal contamination, with uranium, and dithiothreitol is administered 30 minutes after uranium contamination, there ameliorates the course of uranyl nitrate-induced acute renal failure.and this effect is assocciated with prevention of uranium (heavy metal)-induced alterations in BUN, serum creatinine, urine creatinine, fluid intake, urine volume and body weight.

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An Exploratory Study on the Effects of Relational Benefits and Brand Identity : mediating effect of brand identity (관계혜택과 브랜드 동일시의 역할에 관한 탐색적 연구: 브랜드 동일시의 매개역할을 중심으로)

  • Bang, Jounghae;Jung, Jiyeon;Lee, Eunhyung;Kang, Hyunmo
    • Asia Marketing Journal
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    • v.12 no.2
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    • pp.155-175
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    • 2010
  • Most of the service industries including finance and telecommunications have become matured and saturated. The competitions have become severe while the differences among brands become smaller. Therefore maintaining good relationships with customers has been critical for the service providers. In case of credit card and debit card, the similar patterns are shown. It is important for them to maintain good relationships with customers, and therefore, they have used marketing program which provides customized services to customers and utilizes the membership programs. Not only do they build and maintain good relationships, but also highlight their brands from the emotional aspects. For example, KB Card or Hyundai Card uses well-known designers' works for their credit card design. As well, they differentiate the designs of credit cards to stress on their brand personalities. BC Card introduced the credit card with perfume that a customer would like. Even though the credit card is small and not shown to public easily, it becomes more important for those companies to touch the customers' feelings with the brand personalities and their images. This is partly because of changes in consumers' lifestyles. Y-generations becomes highly likely to express themselves in many different ways and more emotional than X-generations. For the Y-generations, therefore, even credit cards in the wallet should be personalized and well-designed. In line with it, credit cards with good design can be seen as an example of brand identity, where different design for each customer can be used to recognize the membership groups that customers want to belong. On the other hand, these credit card companies offer the special treatment benefits for those customers who are heavy users for the cards. For example, those customers who love sports will receive some special discounts when they use their credit cards for sports related products. Therefore this study attempted to explore the relationships between relational benefits, brand identification and loyalty. It has been well known that relational benefits and brand identification lead to loyalty independently from many other studies, but there has been few study to review all the three variables all together in a research model. Furthermore, as reviewed above, in the card industry, many companies attempt to associate the brand image with their products to fit their customers' lifestyles while relational benefits are still playing an important role for their business. Therefore in our research model, relational benefits, brand identification, and loyalty are all included. We focus on the mediating effect of brand identification. From the relational benefits perspective, only special treatment benefit and confidence benefit are included. Social benefit is not applicable for this credit card industry because not many cases of face-to-face interaction can be found. From the brand identification perspective, personal brand identity and social brand identity are reviewed and included in the model. Overall, the research model emphasizes that the relationships between relational benefits and loyalty will be mediated by the effect of brand identification. The effects of relational benefits which are confidence benefit and special treatment benefits on loyalty will be realized when they fit to the personal brand identity and social brand identity. In the research model, therefore, the relationships between confidence benefit and social brand identity, and between confidence benefit and personal identity are hypothesized while the effects of special treatment benefit on social brand identity and personal brand identity are hypothesized. Loyalty, then, is hypothesized to have positive relationships with personal brand identity and social brand identity. In addition, confidence benefit among the relational benefits is expected to have a direct, positive relationship with loyalty because confidence benefit has been recognized as a critical factor for good relationships and satisfaction. Data were collected from college students who have been using either credit cards or debit cards. College students were regarded good subjects because they are in Y-generation cohorts and have tendency to express themselves more. Total sample size was two hundred three at the beginning, but after deleting those data with many missing values, one hundred ninety-seven data points were remained and used for the model testing. Measurement items were brought from the previous literatures and modified for this research. To test the reliability, using SPSS 14, chronbach's α was examined and all the values were from .874 to .928 exceeding over .7. Using AMOS 7.0, confirmatory factor analysis was conducted to investigate the measurement model. The measurement model was found good fit with χ2(67)=188.388 (p= .000), GFI=.886, AGFI=.821, CFI=.941, RMSEA=.096. Using AMOS 7.0, structural equation modeling has been used to analyze the research model. Overall, the research model fit were χ2(68)=188.670 (p= .000), GFI=.886, AGFI=,824 CFI=.942, RMSEA=.095 indicating good fit. In details, all the paths hypothesized in the research model were found significant except for the path from social brand identity to loyalty. Personal brand identity leads to loyalty while both confidence benefit and special treatment benefit have a positive relationships with personal and social identities. As well, confidence benefit has a direct positive effect on loyalty. The results indicates the followings. First, personal brand identity plays an important role for credit/debit card usage. Therefore even for the products which are not shown to public easy, design and emotional aspect can be important to fit the customers' lifestyles. Second, confidence benefit and special treatment benefit have a positive effects on personal brand identity. Therefore it will be needed for marketers to associate the special treatment and trust and confidence benefits with personal image, personality and personal identity. Third, this study found again the importance of confidence and trust. However interestingly enough, social brand identity was not found to be significantly related to loyalty. It can be explained that the main sample of this study consists of college students. Those strategies to facilitate social brand identity are focused on high social status groups while college students have not been established their status yet.

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