• 제목/요약/키워드: MO theoretical study

검색결과 128건 처리시간 0.029초

유통업 IMC 기획모델의 전략적 활용에 관한 연구 (A Study on the Strategic Use of an IMC Planning Model for the Distribution Industry)

  • 모선종;송인암
    • 마케팅과학연구
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    • 제18권2호
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    • pp.113-145
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    • 2008
  • 점점 치열해지는 유통업의 경쟁환경 속에서 유통업의 마케팅 효율성 제고를 위해 유통업 IMC 기획모델에 대한 연구와 이 모델의 전략적 활용에 대한 연구가 필요하다. 유통업 IMC 기획모델은 선행연구를 통해 IMC 목표수립, 상황분석(고객분석, 경쟁분석, 자사분석), 고객 데이터분석, 접촉관리, 예산수립, IMC 전략개발, IMC 믹스와 IMC 실행, 평가시스템, 피드백 단계로 구분하여 설정하였다. 유통업 IMC 기획모델의 전략적 활용을 위해서 연구모형을 설정하여 IMC 활동(광고, 판촉, DM, PR, 인적판매, 인터넷, 모바일, VMD, 구전)과 IMC 태도의 관계, IMC 태도와 브랜드 충성도의 관계, IMC 태도와 재구매 의도의 관계, 브랜드 충성도와 재구매 의도의 관계에 대한 가설 검증을 하였다. 가설 검증 결과 IMC 활동은 인터넷을 제외하고 IMC 태도에 유의한 영향을 미치고 그 유의 수준의 차이를 볼 때 IMC 믹스 전략 전개에 있어 체계적인 접근이 필요한 것을 알 수 있다. 또한 IMC 활동이 향후 유통기업의 마케팅 방향에 대한 주요한 변수임을 알 수 있다. 이는 브랜드 충성도와 재구매 의도 관계가 매우 유의한 결과로 나타난 점과 함께 고려해야 한다. 결론적으로 유통업의 IMC 수단들의 통합적이고 일관된 활동이 브랜드 충성도와 재구매 의도에 미치는 영향력이 매우 큰 것으로 나타났다.

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온라인 구전정보 수용자의 지각된 정보유용성과 자기효능감이 구전정보 수용의도에 미치는 영향에 관한 연구: 의견고수와 구전수용의 비교 (Investigating the Influence of Perceived Usefulness and Self-Efficacy on Online WOM Adoption Based on Cognitive Dissonance Theory: Stick to Your Own Preference VS. Follow What Others Said)

  • 이정현;박주석;김현모;박재홍
    • Asia pacific journal of information systems
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    • 제23권3호
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    • pp.131-154
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    • 2013
  • New internet technologies have created a revolutionary new platform which allows consumers to make decision about product price and quality quickly and provides information about themselves through the transcript of online reviews. By expressing their feelings toward products or services on virtual opinion platforms, users extend their influence into cyberspace as electronic word-of-mouth (e-WOM). Existing research indicates that an impact of eWOM on the consumer decision process is influential. For both academic researchers and practitioners, investigating this phenomenon of information sharing in online website is essential given the increasing number of consumers using them as sources of purchase decisions. It is worthwhile to examine the extent to which opinion seekers are willing to accept and adopt online reviews and which factors encourage adoption. Discerning the most motivating aspects of information adoption in particular, could help electronic marketers better promote their brand and presence on the internet. The objectives of this study are to investigate how online WOM influences a persons' purchase decision by discovering which factors encourage information adoption. Especially focused on the self-efficacy, this research investigates how self-efficacy affects on information usefulness and adoption of online information. Although people are exposed to same review or comment about product or service, some accept the reviews while others do not. We notice that accepting online reviews mainly depends on the person's preference or personal characteristics. This study empirically examines this issue by using cognitive dissonance theory. Specifically, in the movie industry, we address few questions-is always positive WOM generating positive effect? What if the movie isn't the person's favorite genre? What if the person who is very self-assertive so doesn't take other's opinion easily? In these cases of cognitive dissonance, is always WOM generating same result? While many studies have focused on one direct of WOM which indicates positive (or negative) informative reviews or comments generate positive (or negative) results and more (or less) profits, this study investigates not only directional properties of WOM but also how people change their opinion towards product or service positive to negative, negative to positive through the online WOM. An experiment was conducted quantitatively by using a sample of 168 users who have experience within the online movie review site, 'Naver Movie'. Users were required to complete a survey regarding reviews and comments taken from the real movie page. The data reflected user's perceptions of online WOM information that determined users' adoption level. Analysis results provide empirical support for the proposed theoretical perspective. When user can't agree with the opinion of online WOM information, in other words, when cognitive dissonance between online WOM information and users' preference occurs, perceived self-efficacy significantly decreases customers' perception of usefulness. And this perception of usefulness plays an important role in determining users' intention to adopt online WOM information. Most of researches have been concentrated on characteristics of online WOM itself such as quality or vividness of information, credibility of source and direction of online WOM, etc. for describing effect of online WOM, but our results suggest that users' personal character (e.g., self-efficacy) plays decisive role for acceptance of online WOM information. Higher self-efficacy means lower possibility to accept the information that represents counter opinion because of cognitive dissonance, whereas the people that have lower self-efficacy are willing to accept the online WOM information as true and refer to purchase decision. This study suggests a model for understanding role of direction of online WOM information. Also, our result implicates the importance of online review supervision and personalized information service by confirming switching opinion negative to positive is more difficult than positive to negative through the online WOM information. This implication would help marketers to manage online reviews of their products or services.

임플란트 지대주나사의 조임회전력이 연결부 안정성에 미치는 영향에 관한 3차원 유한요소해석 연구 (Effect of Tightening Torque on Abutment-Fixture Joint Stability using 3-Dimensional Finite Element Analysis)

  • 엄태관;서승우;전계록;신정욱;정창모
    • 대한치과보철학회지
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    • 제47권2호
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    • pp.125-135
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    • 2009
  • 연구목적: 임플란트 치료에서 흔히 발생하는 기계적인 문제점을 하나가 지대주나사의 풀림과 파절이다. 일반적으로 나사 연결의 안정성을 위해서는 지대주나사의 조임회전력에 의한 전하중을 나사의 탄성한계까지 증가시킬 필요가 있다. 그러나 저작운동에 의한 기능부하는 전하중이 가해진 지대주나사에 추가적인 인장력을 가하게 되어 나사의 풀림이나 파절의 가능성을 높인다. 이러한 풀림이나 파절을 방지하면서 동시에 최대의 결합 강도를 가지는 조임회전력을 찾는 연구가 필요하다. 본 연구는 지대주나사의 조임회전력이 임플란트-지대주 연결부 안정성에 미치는 영향을 3차원 유한요소 분석을 통하여 확인하고자했다. 연구 재료 및 방법: External butt joint를 가진 임플란트를 기반으로 3차원 유한요소 해석모형을 설계하였다. 조임회전력에 따른 지대주나사의 전하중을 이론치, 실험치 및 해석치를 비교하여 해석모형을 검증하였다. 검증한 해석모형에서 대해 조임회전력을 10 Ncm, 20 Ncm, 30 Ncm, 그리고 40 Ncm로 각각 적용하고 지대주에 30도 경사지게 250 N의 외부하중을 가하여 유산요소 해석을 실시하였다. 그 결과를 통해 지대주나사의 최대 등가응력을 계산하고 고정체와 지대주 연결부의 응력분포 및 이개거리(gap distance)를 산출하였다. 결과 및 결론: 본 연구조건 하에서 다음과 같은 결과를 얻었다. 1. 전하중은 조임회전력이 클수록 증가하였다. 2. 조임회전력 적용 후 최대 등가응력은 지대주나사 경부에서 발생하였으며, 나사산 체결부에서는 주로 경부쪽 네 개의 나사산에 응력이 집중되었다. 3. 외부하중을 가했을 때에도 조임회전력을 적용했을 때와 동일하게 최대 등가응력은 주로 지대주나사 경부에서 발생하였으나, 10 Ncm의 조임회전력을 적용한 경우에서는 지대주나사 두부밑면에서 발생하였다. 4. 외부하중을 가했을 때 10 Ncm와 20 Ncm의 조임회전력을 적용한 경우에서는 연결부 이개(joint opening) 현상이 관찰 되었다. 5. 조임회전력이 40 Ncm인 경우에는 경사하중에 의해 지대주나사의 경부에 발생하는 최대등가응력이 나사의 소재인 티타늄 합금의 허용응력을 초과하였다. 이상의 결과로 볼 때, 조임회전력은 고정체와 지대주 연결부의 안정성에 영향을 미치는 것이 확인되었다. 임플란트 지대주나사는 임상에서 발생하는 기능 하중을 고려하여 고정체와 지대주 연결의 안정성을 유지할 수 있는 적정 조임회전력의 크기가 제안되어야 한다.

인지폐합수요(认知闭合需要), 심리건강화사회인소대충동구매적영향(心理健康和社会因素对冲动购买的影响) (The Impacts of Need for Cognitive Closure, Psychological Wellbeing, and Social Factors on Impulse Purchasing)

  • Lee, Myong-Han;Schellhase, Ralf;Koo, Dong-Mo;Lee, Mi-Jeong
    • 마케팅과학연구
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    • 제19권4호
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    • pp.44-56
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    • 2009
  • 冲动购买是指一个没有预先购物意向的立即购买. 以往对冲动购买的研究主要集中于和营销组合变量, 环境因素, 消费人口和特征相关的因素. 在以前的研究中, 营销组合变量如产品种类, 产品类型和氛围, 包括广告, 优惠券, 销售活动, 促销刺激销售点, 和媒体格式都已被用于评估产品信息. 有些作者还着重围绕消费者的情境因素. 如信用卡的使用, 时间, 产品运输性, 发现购物同伴的存在和数量对冲动购买/冲动趋势有积极的影响. 研究也已评估了个体特征的影响, 如年龄, 性别, 以及消费者的教育程度, 以及拥挤的感知, 刺激和接触的需要等因素对冲动购买的影响. 概括来说, 以前的研究发现所有的产品都可以被冲动地购买(Vohs and Faber, 2007), 即环境因素可以影响或至少促使冲动购买行为. 最近新的分销渠道的推出, 例如家庭购物渠道, 折扣店和网上商店, 这些24小时都营业的形式增加了冲动购买的可能性. 然而, 以前的文献重点关注情境和营销变量, 因此这些研究所考虑的消费者的主要特征仍然是缺乏的. 为了弥补这个缺陷, 本研究根据研究的第三个惯例并关注个体特质变量, 这些是很少被研究的. 更具体地来说, 本研究探索了冲动购买趋势对冲动购买行为是否有积极的影响, 并评估了消费者特点例如认知闭合需要(NFCC), 心理健康和人际敏感性是如何影响消费者冲动购买的趋势. 这项调查结果显示, 消费者的情感冲动, 对冲动购买行为产生积极的影响, 而认知冲动并没有对冲动购买行为的影响. 此外, 情感冲动购买倾向是被认知闭合需要的构成因素所推动的, 如果断和模糊不适; 心理健康, 如环境控制和生活的目标, 以及规范和信息的影响. 此外, 认知冲动倾向是被认知闭合需要的构成因素所驱动的决断, 模棱两可的不适和密切的态度, 心理健康和环境控制, 以及规范性和信息的影响. 本研究具有重要理论意义. 第一, 情感冲动对冲动购买行为有巨大影响. 以前的研究根据情感和流动理论提出, 低到中等程度的冲动是自我控制减少或自我监管机制失败所造成的. 本研究证实了上述观点. 二, 本研究通过确认冲动购买趋势可以看做是情感和认知两个维度的二维概念, 并说明冲动购买行为主要是由情感冲动解释, 而不是认知冲动. 第三, 目前的研究有新的概念, 如在本研究的模型中作为潜在影响因子的心理健康和认知闭合需要, 从而对现有的文献做出了贡献. 通过多维概念例如心理健康和认知闭合需要, 有关消费者信息过程的多个方面可以被评估. 第五, 本研究通过确定规范和信息这两个竞争路线扩展了现有的文献. 规范影响发生在个人符合别人的期望或提高他们的自我形象时. 而信息的影响发生在个人搜索来自他人知识信息和观察他人行为之后的推论. 本研究显示了这两个相互竞争的社会影响力的路线, 可以归因于不同影响力的来源. 目前的研究也有许多实际的启示. 首先, 它表明, 公司应该更多关注其首要的目标, 有情感冲动的消费者. 这一方面公司可以创造更振奋精神的购物环境. 二, 目前的结果表明, 认知闭合需要与认知方面的冲动有密切相关的. 这些人是被不经意的想法所驱动的, 而不是感觉或兴奋. 在购买点理性的广告会吸引这些客户. 第三, 容易受规范性影响的消费群是另一个潜在的目标市场. 零售商和制造商, 通过宣传其产品和/或可用于识别或符合愿望组在对他人的期望的产品服务. 但是, 作为一个细分市场, 零售商应避免目标消费群易受信息的影响. 这些人对有关购买的产品服务进行了广泛的信息搜索, 因此更详细, 长期理性的广告信息可以内化这些消费者的思想过程. 本文的结果有几个原因应慎重解释. 这项研究采用了数量较少的便利样本, 而且只调查了两个维度的行为. 为此, 今后的研究应包括更多样化特点和衡量行为的不同方面的样本. 未来的研究还应该调查与情感作用理论密切相关的个性特征. 在以后的研究中, 特征变量会是很另人感兴趣的领域, 如感觉的好奇, 人际敏感性的好奇心, 和气氛反应.

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기구맥진법(氣口脈診法)의 장부배속(藏府配屬)에 관한 연구(硏究) (A Study on the assignment of vicera of the pulsation examination method of the KiGu)

  • 황원덕;김중한
    • 대한한의학원전학회지
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    • 제12권1호
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    • pp.226-254
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    • 1999
  • For the first time, the theory of ChonKwanChuk(寸關尺) and the examination method of KyungJung(輕重法) of KiGu(氣口) were formed in "NanKyung(難經)". After that, the vicera assignment theory at left and right hands(左右守藏府記屬理論) was established in "MaekKyung(脈經)" After Reserching the theoretical relevance of the two books, theories between the doctors who understood the examination method of ChukBu(尺部診法) of "Somun MaekYoJungMiRon(素問 脈要精微論)" as the examination method of KyungJung(輕重法) and the doctors who understood that method as the method of ChonKwanChuk(寸關尺) were compared and researched. The results were as follows : 1. The posit ion of ChonKwanChuk(寸關尺) of the examination method of ChonKwanChuk(寸關尺法) is explained at 2nd Nan(二難) of "NanKyung" as follows. Chuk(尺) is the position which is 1Chon(1寸, unit) distant from Kwan(關) to the direction of ChukTaek acupuncture point(尺澤穴) and Chon(寸) is the position which is 9Pun(9分, unit) distant from Kwan(關) to the direction of EoJe acupuncture point(魚際穴). And the six vessels(六經) were assined to ChonKwanChuk(寸關尺) on the basis of OHangJaMoSnagSaeng(五行子母相生) at 18th Nan(18難) of NanKyung. After that Yang Hyun-Jo(楊玄操) at Dang Dynasty, Jung Deok-Yong(丁德用), Woo Seo(廬庶) at Song dynasty explaind the examination method of ChonKwanChuk(寸關尺法) of NanKyung as the method of ChonKwanChuk of two hands(兩手寸關尺法) from the viewpoint of "MaekKyung(脈經)". 2. From the viewpoint of MaeKyung, the vicera assignment of the two hand ChonKwanChuk method is as follows. At Chuk of left hand, the Heart and Small intestine are assigned. At Kwan of left hand, the Liver and Gall Bladder are assigned. At Chuk of left hand, the Kidney and Bladder are assigned. At Chuk of right hand, the Lung and Large in testine are assigned. At Kwan of right hand, the Spleen and Stomach are assigned. At Chuk of Right hand, the Vital Gate(命門) and Bladder are assigned. 3. For the first time, HwalSu(滑壽) at Won dynasty said that the paragraph "尺內兩傍${\cdots}{\cdots}$" of "Somun MaekYoJungMiRon" is the first of the examination method of KiGu(氣口診脈法). After that Ma Shi(馬蒔), Jang Gae-Bin(張介賓) of Myung Dynasty, Jang Ji-Chong(張志聰), Seo Dae-Chun(徐大椿) of Chung Dynasty who were influenced by him explained that paragraph as the method of KiGuChonKwanChuk(氣口寸關尺法). 4. Lee Kyu-Jun(李圭晙) explained the paragraph "尺內兩傍${\cdots}{\cdots}$" of "Somun MaekYoJungMiRon" as the method of KyungJung(輕重法) and explained Chok(尺) as the paragraph 'Chuk is low position of Kigu, and it means the depth(氣口之下位也, 言其深也)' and explained that 'the Left and the Right is layers(左右者層數). And he revised that the Jang(臟) must be examined at the inner part and the Bu(府) must be examined at the outer part. By this, he settled the theoratical basis of the method of KyungJung(輕重法). 5. The doctors who used the examination method of ChonKwanChok(寸關尺診法) settled their logical justification of the two hand examination method of ChonKwanChuk(兩手寸關尺診法) by connecting with "Somon MaekYoJungMi-Ron" from the viewpoint of 2nd Nan(難) and 18th Nan(難) of NanKyung and MaekKyung. On the contrary, the doctors who used the examination method of KyungJung(輕重診法) settled their logical justification of the examination method of KyungJung(輕重診法) by connecting with "Somun MaekYoJungMiRon" from the viewpoint of 4th Nan(四難) and 5th Nan(五難).

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사상의학(四象醫學) 형상관(形象觀)에 대한 사심신물적(事心身物的) 고찰(考察) (A Sasang Theoretical1) Study about the Morph & Image of Sasang Constitutional Medicine)

  • 김정호;송정모
    • 사상체질의학회지
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    • 제11권1호
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    • pp.295-310
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    • 1999
  • 연구목적(硏究目的) : 한의학(韓醫學)의 최근(最近)의 연구(硏究) 경향에 있어서 많은 시도와 다양한 접근이 이루어지고 있음을 우리는 알 수 있다. 그 중 형상의학(形象醫學)이라는 분야는 기존 한의학(韓醫學)의 전통적(傳統的) 이론(理論)을 근거로 하고 다양한 임상적 지식을 결합하여 이루어진 것으로서 의학적(醫學的) 진단(診斷)과 치료(治療), 예후(豫後) 그리고 예방적(豫防的) 차원(次元)에서 유용하게 응용(應用)되고 있다. 이러한 형상의학(形象醫學)은 다양한 연구와 임상적 지식, 그리고 깊이 있는 한의학(韓醫學) 이론 (理論)의 이해를 필요로 하고 있으며 그 의학적(醫學的) 가치는 더욱 증가하고 있다. 사상의학(四象醫學)에서도 이와 같은 형상의학(形象醫學)적인 내용이 중요하게 다루어지고 있는데, 이는 사실상 사상체질변증(四象體質辯證)이라는 사상의학(四象醫學)의 주요 과제와 맞물려 있는 내용이기도 하다. 사상의학(四象醫學)에서의 형상적(形象的)인 개념이 비교적 종합적으로 제시되어 있는 부분은 <변증론(辦證論)>이라 할 수 있는데 <변증론(辯證論)>에는 태소음양인(太小陰陽人)의 네 가지 체질(體質)에 따른 체형기상(體形氣象)과 용모사기(容貌詞氣) 등이 설명되어 있다. 그러나 보다 원리적인 설명은 <변증론(辯證論)>에는 생략되어 있다. 사상의학(四象醫學)을 관통하고 있는 근본 정신은 사상정신(四象精神) 즉 사심신물(事心身物)이라는 사물류적(四物類的) 요약정신(要約精神)이다. 따라서 사상의학(四象醫學)의 형상(形象) 에 관한 부분도 기본적인 이론(理論)이나 정신(精神)에 입각한 연구(硏究)가 선행되는 것이 바람직하다 할 수 있다. 이에 저자(著者)는 사상의학(四象醫學)의 원리론(原理論)이라 할 수 있는 <성명론(性命論)>에서 <직부록(職腑論)>까지의 고찰(考察)을 시도하여 이제마 의 형상관(形象觀)이 어떻게 표현되고 있으며 사심신물(事心身物)의 정신(精神)에 입각하여 이들이 어떠한 관계를 가지고 있는지 살펴보고자 한다. 연구방법(硏究方法) : 먼저 사상(四象)의 개념에 대한 기원(起源)을 살펴보고 <성명론(性命論>, <사단론(四端論)>, <확충론(擴充論)>, <직부론(職腑服論)>에 나타난 형상(形象)과 관련 있는 대상을 정리하였으며 고찰(考察)을 통해 그들이 가지는 사심신물(事心身物)이라는 사상정신(四象精神)에 입각한 관계성을 알아보고자 하였다. 그리고 그러한 형상적(形象的) 대상들을 사상구조(四象構造)로 분류하여 사상의학(四象醫學)의 형상적(形象的) 대상들을 사상정신(四象精神) 속에서 전체적으로 이해(理解)하고자 하였다. 추가적(追加的)으로 오행적(五行的) 관점(觀點)에서의 인체(人體) 형상(形象)과 사상적(思想的) 관점(觀點)에서의 인체(人體) 형상(形象)을 비교(比較)함으로써 사상의학(四象醫學) 형상관(形象觀)의 특징(特徵)을 <변증론(辨證論)>을 비롯한 기존(旣存)의 연구(硏究) 자료(資料)를 바탕으로 살펴보았다. 연구결과(硏究結果) 형상적(形象的) 대상으로서 제시된 각 부위는 모두 사심신물(事心身物)의 정신(精神) 속에서 분류되어 있고 이를 바탕으로 일관적으로 설명되고 있다. 이들 형상(形象)은 오행적(五行的) 관점(觀點)의 형상(形象)과 달리 기능적(機能的) 측면이 중시되어 있는데 이는 단순한 형상(形象)의 모습만이 아닌 수행하는 기능이나, 그 형상(形象)을 통해 드러나는 심욕(心慾)을 관찰하는 대상으로서의 형상(形象)이 중시됨을 의미한다. 내경의학(內經醫學) 즉 오행적(五行的) 관점(觀點)에서의 인체(人體) 형상(形象)은 오직배속(五職配屬)이 기본이 되어 있으며, 형상(形象)의 관찰을 통해 직부(職服)의 허실(虛實)이나 병(病)의 상태를 알아내는 진단적(診斷的) 성격의 형상(形象)인 반면 이제마의 사상의학(四象醫學)에서의 형상(形象)은 직부(職服)의 대소(大小), 성정(性情), 심욕(心慾) 등을 모두 반영하는 것으로서 사상체질변증적(四象體質辯證的) 성격을 갖고 있는 형상(形象)이다. 사상의학(四象醫學)에서의 형상(形象)들을 다시 군(群)으로 묶어 사적(事的)인 형상군(形象群)(이목비구(耳目鼻口) 등), 물적(物的)인 형상군(形象群)(폐비간신(肺脾肝腎) 등), 심적(心的)인 형상군(形象群)(함억제복), 신적(身的)인 형상군(形象群)(두견요둔(頭肩腰臀))으로 분류할 수 있다. 이때 사물적(事物的)인 형상(形象)은 이목비구(耳目鼻口)와 폐비간신(肺脾肝腎) 등 천품적(天稟的)으로 타고난 편차를 드러내는 정적(靜的)인 형상(形象)이라 할 수 있고 심신적(心身的)인 형상(形象)은 함억제복과 두견요둔(頭肩腰臀) 등 심욕(心慾)을 반영하는 동적(動的)인 형상(形象)이라 할 수 있다. <변증론(辯證論)>에 제시되고 있는 체형기상(體形氣象), 성질재간(性質材幹), 용막사기(容貌詞氣) 등은 사물적(事物的)인 형상(形象)으로 살펴볼 수 있다. 따라서 이것 이외에 <성명론(性命論)>에서 <직부론(鐵腑論)>까지의 원리론적(原理論的)인 과정에서 제시된 심욕(心慾)을 관찰하는 함억제복과 두견요둔(頭肩腰臀)의 형상에 대한 고찰이 필요하다고 하겠다.

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조선왕조(朝鮮王朝) 왕릉(王陵) 문인석상(文人石像)의 복식형태(服飾形態)에 관한 연구 (A Study on the Costume Style of Civil Servants' Stone Images Erected at Tombs of the Kings for Yi-dynasty)

  • 권용옥
    • 복식
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    • 제4권
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    • pp.87-114
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    • 1981
  • A costume reveals the social characteristics of the era in which it is worn, thus we can say that the history of change of the costume is the history of change of the living culture of the era. Since the Three States era, the costume structure of this country had been affected by the costume system of the China's historical dynasties in the form of the grant therefrom because of geographical conditions, which affection was conspicuous for the bureaucrat class, particularly including but not limited to the Kings' familities. Such a grant of the costume for the bureaucrat class (i.e., official uniform) was first given by the Dang-dynasty at the age of Queen Jinduck, the 28th of the Shilla-dynasty. Since then, the costume for the bureaucrats had consecutively been affected as the ages had gone from the unified Shilla, to the Koryo and to the Yi-dynasty. As the full costumes officially used by government officials (generally called "Baek Gwan") in the Yidynasty, there existed Jo-bok, Gong-bok and Sang-bok. Of such official costumes, Gong-bok was worn at the time of conducting official affairs of the dynasty, making a respectful visit for the expression of thanks or meeting diplomatic missions of foreign countries. It appears no study was made yet with regard to the Gong-bok while the studies on the Jo-bok and the Sangbok were made. Therefore, this article is, by rendering a study and research on the styles of costumes of civil servants' stone images erected at the Kings' tombs of the Yi-dynasty, to help the persons concerned understand the Gong-bok, one of the official costume for Baek Kwan of that age and further purports to specifically identify the styles and changes of the Gong-bok, worn by Baek Gwan during the Yi-dynasty, consisting of the Bok-doo (a hat, four angled and two storied with flat top), Po (gown), Dae (belt), and Hol (small and thin plate which was officially held by the government officials in hand, showing the courtesy to and writing brief memorandums before the King) and Hwa (shoes). For that purpose, I investigated by actually visiting the tombs of the Kings of the Yi-dynasty including the Geonwon-neung, the tomb of the first King Tae-jo and the You-neung, the tomb of the 27th King Soon-jong as well as the tombs of the lawful wives and concubines of various Kings, totalling 29 tombs and made reference to relevant books and records. Pursuant. to this study, of the 29 Kings' tombs the costume styles of civil servants' stone images erected at the 26 Kings' tombs are those of Gong-bok for Baek-gwan of the Yi-dynasty wearing Bok-doo as a hat and Ban-ryeong or Dan-ryenog Po as a gown with Dae, holding Hol in hand and wearing shoes. Other than those of the 26 tombs, the costume styles of the Ryu-neung, the tomb of the Moon-jo who was the first son of 23rd King Soon-jo and given the King's title after he died and of the You-neung, the tomb of the 27th King Soon-jong are those of Jobok with Yang-gwan (a sort of hat having stripes erected, which is different from the Bok-doo), and that of the Hong-neung, the tomb of the 26th King Go-jong shows an exceptional one wearing Yang-gwan and Ban-ryeong Po ; these costume styles other than Gongbok remain as the subject for further study. Gong-bok which is the costume style of civil servants' stone images of most of the Kings' tombs had not been changed in its basic structure for about 500 years of the Yi-dynasty and Koryo categorized by the class of officials pursuant to the color of Po and materials of Dae and Hol. Summary of this costume style follows: (1) Gwan-mo (hat). The Gwan-mo style of civil servants' stone images of the 26 Kings' tombs, other than Ryu-neung, Hong-neung and You-neung which have Yang-gwan, out of the 29 Kings' tombs of the Yi-dynasty reveals the Bok-doo with four angled top, having fore-part and back-part divided. Back part of the Bok-doo is double the fore-part in height. The expression of the Gak (wings of the Bokdoo) varies: the Gyo-gak Bok-doo in that the Gaks, roundly arisen to the direction of the top, are clossed each other (tombs of the Kings Tae-jong), the downward style Jeon-gak Bok-doo in that soft Gaks are hanged on the shoulders (tombs of the Kings Joong-jong and Seong-jong) and another types of Jeon-gak Bok-doo having Gaks which arearisen steeply or roundly to the direction of top and the end of which are treated in a rounded or straight line form. At the lower edge one protrusive line distinctly reveals. Exceptionally, there reveals 11 Yang-gwan (gwan having 11 stripes erected) at the Ryu-neung of the King Moon-jo, 9 Yang-gwan at the Hong-neung of the King Go-jong and 11 Yang-gwan at the You-neung of the King Soon-jong; noting that the Yang-gwan of Baek Kwan, granted by the Myeong-dynasty of the China during the Yi-dynasty, was in the shape of 5 Yang-gwan for the first Poom (class) based on the principle of "Yideung Chaegang" (gradual degrading for secondary level), the above-mentioned Yang-gwans are very contrary to the principle and I do not touch such issue in this study, leaving for further study. (2) Po (gown). (a) Git (collar). Collar style of Po was the Ban-ryeong (round collar) having small neck-line in the early stage and was changed to the Dan-ryeong (round collar having deep neck-line) in the middle of the: dynasty. In the Dan-ryeong style of the middle era (shown at the tomb of the King Young-jo); a, thin line such as bias is shown around the internal side edge and the width of collar became wide a little. It is particularly noted that the Ryu-neung established in the middle stage and the You-neung in the later stage show civil servants in Jo-bok with the the Jikryeong (straight collar) Po and in case of the Hong-neung, the Hong-neung, the tomb of the King Go-jong, civil servants, although they wear Yang-gwan, are in the Ban-ryeong Po with Hoo-soo (back embroidery) and Dae and wear shoes as used in the Jo-bok style. As I could not make clear the theoretical basis of why the civil servants' costume styles revealed, at these tombs of the Kings are different from those of other tombs, I left this issue for further study. It is also noted that all the civil servants' stone images show the shape of triangled collar which is revealed over the Godae-git of Po. This triangled collar, I believe, would be the collar of the Cheomri which was worn in the middle of the Po and the underwear, (b) Sleeve. The sleeve was in the Gwan-soo (wide sleeve) style. having the width of over 100 centimeter from the early stage to the later stage arid in the Doo-ri sleeve style having the edge slightly rounded and we can recognize that it was the long sleeve in view of block fold shaped protrusive line, expressed on the arms. At the age of the King Young-jo, the sleeve-end became slightly narrow and as a result, the lower line of the sleeve were shaped curved. We can see another shape of narrow sleeve inside the wide sleeve-end, which should be the sleeve of the Cheom-ri worn under the Gong-bok. (c) Moo. The Moo revealed on the Po of civil servants' stone images at the age of the King Sook-jong' coming to the middle era. Initially the top of the Moo was expressed flat but the Moo was gradually changed to the triangled shape with the acute top. In certain cases, top or lower part of the Moo are not reveald because of wear and tear. (d) Yeomim. Yeomim (folding) of the Po was first expressed on civil servants' stone images of the Won-neung, the tomb of the King Young-jo and we can seemore delicate expression of the Yeomim and Goreum (stripe folding and fixing the lapel of the Po) at the tomb of the Jeongseong-wanghoo, the wife of the King Young-jo, At the age of the King Soon-jo, we can see the shape of Goreum similar to a string rather than the Goreum and the upper part of the Goreum which fixes Yeomim was expressed on the right sleeve. (3) Dae. Dae fixed on the Po was placed half of the length of Po from the shoulders in the early stage. Thereafter, at the age of the King Hyeon-jong it was shown on the slightly upper part. placed around one third of the length of Po. With regard to the design of Dae, all the civil servants' stone images of the Kings' tombs other than those of the Geonwon-neung of the King Tae-jo show single or double protrusive line expressed at the edge of Dae and in the middle of such lines, cloud pattern, dangcho (a grass) pattern, chrysanthemum pattern or other various types of flowery patterns were designed. Remaining portion of the waist Dae was hanged up on the back, which was initially expressed as directed from the left to the right but thereafter expressed. without orderly fashion,. to the direction of the left from the right and vice versa, Dae was in the shape of Yaja Dae. In this regard, an issue of when or where such a disorderly fashion of the direction of the remaining portion of waist Dae was originated is also presented to be clarified. In case of the Ryuneung, Hong-neung and You-neung which have civil servants' stone images wearing exceptional costume (Jo-bok), waist Dae of the Ryu-neung and Hong-neung are designed in the mixture of dual cranes pattern, cosecutive beaded pattern and chrvsenthemum pattern and that of You-neung is designed in cloud pattern. (4) Hol. Although materials of the Hol held in hand of civil servants' stone images are not identifiable, those should be the ivory Hol as all the Baek Gwan's erected as stone images should be high class officials. In the styles, no significant changes were found, however the Hol's expressed on civil servants' stone images of the Yi-dynasty were shaped in round top and angled bottom or round top and bottom. Parcicularly, at the age of the King Young-jo the Hol was expressed in the peculiar type with four angles all cut off. (5) Hwa (shoes). As the shoes expressed on civil servants' stone images are covered with the lower edges of the Po, the styles thereof are not exactly identifiable. However, reading the statement "black leather shoes for the first class (1 Poom) to ninth class (9 Poom)," recorded in the Gyeongkook Daejon, we can believe that the shoes were worn. As the age went on, the front tips of the shoes were soared and particularly, at the Hong-neung of the King Go-jong the shoes were obviously expressed with modern sense as the country were civilized.

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인터넷쇼핑몰의 VMD 구성요인에 대한 탐색적 연구 (An Exploratory Study on the Components of Visual Merchandising of Internet Shopping Mall)

  • 김광석;신종국;구동모
    • 마케팅과학연구
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    • 제18권2호
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    • pp.19-45
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    • 2008
  • 본 연구는 인터넷쇼핑몰 비주얼 머천다이징의 주요차원을 고객이 쇼핑몰에 진입한 후 정보탐색과 대안평가를 거치는 등의 쇼핑과정을 토대로 AIDA모형 관점에서 점포, 제품, 촉진에 초점을 맞추었다. VMD의 주요차원(primary dimensions)으로는 점포디자인, 머천다이징, 그리고 머천다이징단서로 구분하였다. 선행연구 결과를 토대로 점포다자인의 하위차원으로는 차별성, 간결성, 위치확인성을, 머천다이즈의 하위차원으로는 제품구색, 명성, 정보성을, 그리고 머천다이징단서의 하위차원으로는 제품추천 및 링크를 설정하여 VMD태도와의 관계를 탐색적으로 조사하였다. 연구결과 이들 세 차원은 종속변수에 유의한 정의 영향을 미치는 것으로 나타났다.

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