• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.1-32
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• 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.

• Journal of Intelligence and Information Systems
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• v.24 no.2
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• pp.85-109
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• 2018

Recommender system recommends the items expected to be purchased by a customer in the future according to his or her previous purchase behaviors. It has been served as a tool for realizing one-to-one personalization for an e-commerce service company. Traditional recommender systems, especially the recommender systems based on collaborative filtering (CF), which is the most popular recommendation algorithm in both academy and industry, are designed to generate the items list for recommendation by using 'overall rating' - a single criterion. However, it has critical limitations in understanding the customers' preferences in detail. Recently, to mitigate these limitations, some leading e-commerce companies have begun to get feedback from their customers in a form of 'multicritera ratings'. Multicriteria ratings enable the companies to understand their customers' preferences from the multidimensional viewpoints. Moreover, it is easy to handle and analyze the multidimensional ratings because they are quantitative. But, the recommendation using multicritera ratings also has limitation that it may omit detail information on a user's preference because it only considers three-to-five predetermined criteria in most cases. Under this background, this study proposes a novel hybrid recommendation system, which selectively uses the results from 'traditional CF' and 'CF using multicriteria ratings'. Our proposed system is based on the premise that some people have holistic preference scheme, whereas others have composite preference scheme. Thus, our system is designed to use traditional CF using overall rating for the users with holistic preference, and to use CF using multicriteria ratings for the users with composite preference. To validate the usefulness of the proposed system, we applied it to a real-world dataset regarding the recommendation for POI (point-of-interests). Providing personalized POI recommendation is getting more attentions as the popularity of the location-based services such as Yelp and Foursquare increases. The dataset was collected from university students via a Web-based online survey system. Using the survey system, we collected the overall ratings as well as the ratings for each criterion for 48 POIs that are located near K university in Seoul, South Korea. The criteria include 'food or taste', 'price' and 'service or mood'. As a result, we obtain 2,878 valid ratings from 112 users. Among 48 items, 38 items (80%) are used as training dataset, and the remaining 10 items (20%) are used as validation dataset. To examine the effectiveness of the proposed system (i.e. hybrid selective model), we compared its performance to the performances of two comparison models - the traditional CF and the CF with multicriteria ratings. The performances of recommender systems were evaluated by using two metrics - average MAE(mean absolute error) and precision-in-top-N. Precision-in-top-N represents the percentage of truly high overall ratings among those that the model predicted would be the N most relevant items for each user. The experimental system was developed using Microsoft Visual Basic for Applications (VBA). The experimental results showed that our proposed system (avg. MAE = 0.584) outperformed traditional CF (avg. MAE = 0.591) as well as multicriteria CF (avg. AVE = 0.608). We also found that multicriteria CF showed worse performance compared to traditional CF in our data set, which is contradictory to the results in the most previous studies. This result supports the premise of our study that people have two different types of preference schemes - holistic and composite. Besides MAE, the proposed system outperformed all the comparison models in precision-in-top-3, precision-in-top-5, and precision-in-top-7. The results from the paired samples t-test presented that our proposed system outperformed traditional CF with 10% statistical significance level, and multicriteria CF with 1% statistical significance level from the perspective of average MAE. The proposed system sheds light on how to understand and utilize user's preference schemes in recommender systems domain.

• Journal of Intelligence and Information Systems
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• v.19 no.3
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• pp.57-71
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• 2013

Over a billion people in the world generate new news minute by minute. People forecasts some news but most news are from unexpected events such as natural disasters, accidents, crimes. People spend much time to watch a huge amount of news delivered from many media because they want to understand what is happening now, to predict what might happen in the near future, and to share and discuss on the news. People make better daily decisions through watching and obtaining useful information from news they saw. However, it is difficult that people choose news suitable to them and obtain useful information from the news because there are so many news media such as portal sites, broadcasters, and most news articles consist of gossipy news and breaking news. User interest changes over time and many people have no interest in outdated news. From this fact, applying users' recent interest to personalized news service is also required in news service. It means that personalized news service should dynamically manage user profiles. In this paper, a content-based news recommendation system is proposed to provide the personalized news service. For a personalized service, user's personal information is requisitely required. Social network service is used to extract user information for personalization service. The proposed system constructs dynamic user profile based on recent user information of Facebook, which is one of social network services. User information contains personal information, recent articles, and Facebook Page information. Facebook Pages are used for businesses, organizations and brands to share their contents and connect with people. Facebook users can add Facebook Page to specify their interest in the Page. The proposed system uses this Page information to create user profile, and to match user preferences to news topics. However, some Pages are not directly matched to news topic because Page deals with individual objects and do not provide topic information suitable to news. Freebase, which is a large collaborative database of well-known people, places, things, is used to match Page to news topic by using hierarchy information of its objects. By using recent Page information and articles of Facebook users, the proposed systems can own dynamic user profile. The generated user profile is used to measure user preferences on news. To generate news profile, news category predefined by news media is used and keywords of news articles are extracted after analysis of news contents including title, category, and scripts. TF-IDF technique, which reflects how important a word is to a document in a corpus, is used to identify keywords of each news article. For user profile and news profile, same format is used to efficiently measure similarity between user preferences and news. The proposed system calculates all similarity values between user profiles and news profiles. Existing methods of similarity calculation in vector space model do not cover synonym, hypernym and hyponym because they only handle given words in vector space model. The proposed system applies WordNet to similarity calculation to overcome the limitation. Top-N news articles, which have high similarity value for a target user, are recommended to the user. To evaluate the proposed news recommendation system, user profiles are generated using Facebook account with participants consent, and we implement a Web crawler to extract news information from PBS, which is non-profit public broadcasting television network in the United States, and construct news profiles. We compare the performance of the proposed method with that of benchmark algorithms. One is a traditional method based on TF-IDF. Another is 6Sub-Vectors method that divides the points to get keywords into six parts. Experimental results demonstrate that the proposed system provide useful news to users by applying user's social network information and WordNet functions, in terms of prediction error of recommended news.

• Journal of the Korean Society of Radiology
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• v.7 no.1
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• pp.17-24
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• 2013

This study estimate radiation biological danger factor by measuring patient's exposed dose and propose the low way of patient's exposed dose in panoramic radiography. We seek correcting constant of OSL dosimeter for minimize the error of exposed dose's measurement and measure the Left, Right crystalline lens, thyroid, directly included upper, lower lips, the maxillary bone and the center of photographing that indirect included in panoramic radiography by using the human body model standard phantom advised in ICRP. In result, the center of photographing's level of radiation maximum value is $413.67{\pm}6.53{\mu}Gy$ and each upper, lower lips is $217.80{\pm}2.98{\mu}Gy$, $215.33{\pm}2.61{\mu}Gy$. Also in panoramic radiography, indirect included Left, Right crystalline lens's level of radiation are $30.73{\pm}2.34{\mu}Gy$, $31.87{\pm}2.50{\mu}Gy$, and thyroid's level of measured exposed dose can cause effect of radiation biological and we need justifiable analysis about radiation defense rule and substantiation advised international organization for the low way of patient's exposed dose in panoramic radiography of dental clinic and we judge need the additional study about radiation defense organization for protect the systematize protocol's finance and around internal organs for minimize until accepted by many people that is technological, economical and social fact by using panoramic measurement.

• Journal of the Korean Association of Geographic Information Studies
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• v.17 no.1
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• pp.80-90
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• 2014

The objective of this research is to estimate the stand volume of Pinus koraiensis, by using the investigated volume and the information of remote sensing(RS), in the research forest of Kangwon National University. The average volume of the research forest per hectare was $307.7m^3/ha$ and standard deviation was $168.4m^3/ha$. Before and after carrying out 3 by 3 majority filtering on TM image, eleven indices were extracted each time. Independent variables needed for linear regression equation were selected using mean pixel values by indices. The number of indices were eleven: six Bands(except for thermal Band), NDVI, Band Ratio(BR1:Band4/Band3, BR2:Band5/Band4, BR3:Band7/Band4), Tasseled Cap-Greeness. As a result, NDVI and TC G were chosen as the most suitable indices for regression before and after filtering, and R-squared was high: 0.736 before filtering, 0.753 after filtering. As a result of error verification for an exact comparison, RMSE before and after filtering was about $69.1m^3/ha$, $67.5m^3/ha$, respectively, and bias was $-12.8m^3/ha$, $9.7m^3/ha$, respectively. Therefore, the regression conducted with filtering was selected as an appropriate model because of low RMSE and bias. The estimated stand volume applying the regression was $160,758m^3$, and the average volume was $314m^3/ha$. This estimation was 1.2 times higher than the actual stand volume of Pinus koraiensis.

• The korean journal of orthodontics
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• v.30 no.5 s.82
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• pp.565-578
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• 2000

The aim of this study was development of the Straight-Wire Appliance(SWA) suitable lot the treatment or Korean. To accomplish the object of this study, Korean adult with normal occlusion were selected with following criteria : 1) no functional abnormality in the craniofacial area, 2) good dental arch form and posterior occlusal relationship, 3) Angle Class I occlusal relationship, 4) no experience of orthodontic, nor prosthodontic treatment, especially, no dental treatment on labial and buccal surfaces of teeth, 5) good racial profile. Impression were taken for upper and lower dental arches or the selected normal occlusion samples and the orthodontic dental stone models were fabricated. 5 well-trained orthodontists had examined the acquired dental stone models to select study samples which satisfy the Six keys to optimal occlusion of Andrews. 155 pairs of dental stone models (92 pairs of Male, 63 of Female) were finally selected. 3 dimensional digitization were performed with the Coordinate Measuring Machine(CMM, MPC802, WEGU-Messtechnik, Germany) and measuring of Angulation, Inclination, In-and-Out, Molar offset angle and Arch form were accomplished with a measuring software to achieve data for the development of SWA. Before the measurement, error study was performed on the 3 dimensional digitization with CMM, and the analysis of reliability of computerized measuring method adapted in this study and conventional manual method Presented by Andrews was performed. Results of this study were as to)lows : 1. Equi-distance digitization with mesh size 0.25 mm, 0.5 mm and 1.0 mm were acceptable in 3 dimensional digitization of dental stone model with the CMM, and the digitization with 1.0 mm mesh size was recommendable in terms of efficiency. 2. Computerized measuring method with 3 dimensional digitization was more reliable than manual measuring method of Andrews. 3. Data were collected for the development of SWA suitable for the morphological characteristics of Korean with the computerized measuring method with 3 dimensional digitization.

• Proceedings of the Korean Society of Near Infrared Spectroscopy Conference
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• 2001.06a
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• pp.1031-1031
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• 2001

The mammary gland is made up of remarkably sensitive tissue, which has the capability of producing a large volume of secretion, milk, under normal or healthy conditions. When bacteria enter the gland and establish an infection (mastitis), inflammation is initiated accompanied by an influx of white cells from the blood stream, by altered secretory function, and changes in the volume and composition of secretion. Cell numbers in milk are closely associated with inflammation and udder health. These somatic cell counts (SCC) are accepted as the international standard measurement of milk quality in dairy and for mastitis diagnosis. NIR Spectra of unhomogenized composite milk samples from 14 cows (healthy and mastitic), 7days after parturition and during the next 30 days of lactation were measured. Different multivariate analysis techniques were used to diagnose the disease at very early stage and determine how the spectral properties of milk vary with its composition and animal health. PLS model for prediction of somatic cell count (SCC) based on NIR milk spectra was made. The best accuracy of determination for the 1100-2500nm range was found using smoothed absorbance data and 10 PLS factors. The standard error of prediction for independent validation set of samples was 0.382, correlation coefficient 0.854 and the variation coefficient 7.63%. It has been found that SCC determination by NIR milk spectra was indirect and based on the related changes in milk composition. From the spectral changes, we learned that when mastitis occurred, the most significant factors that simultaneously influenced milk spectra were alteration of milk proteins and changes in ionic concentration of milk. It was consistent with the results we obtained further when applied 2DCOS. Two-dimensional correlation analysis of NIR milk spectra was done to assess the changes in milk composition, which occur when somatic cell count (SCC) levels vary. The synchronous correlation map revealed that when SCC increases, protein levels increase while water and lactose levels decrease. Results from the analysis of the asynchronous plot indicated that changes in water and fat absorptions occur before other milk components. In addition, the technique was used to assess the changes in milk during a period when SCC levels do not vary appreciably. Results indicated that milk components are in equilibrium and no appreciable change in a given component was seen with respect to another. This was found in both healthy and mastitic animals. However, milk components were found to vary with SCC content regardless of the range considered. This important finding demonstrates that 2-D correlation analysis may be used to track even subtle changes in milk composition in individual cows. To find out the right threshold for SCC when used for mastitis diagnosis at cow level, classification of milk samples was performed using soft independent modeling of class analogy (SIMCA) and different spectral data pretreatment. Two levels of SCC - 200 000 cells/$m\ell$ and 300 000 cells/$m\ell$, respectively, were set up and compared as thresholds to discriminate between healthy and mastitic cows. The best detection accuracy was found with 200 000 cells/$m\ell$ as threshold for mastitis and smoothed absorbance data: - 98% of the milk samples in the calibration set and 87% of the samples in the independent test set were correctly classified. When the spectral information was studied it was found that the successful mastitis diagnosis was based on reviling the spectral changes related to the corresponding changes in milk composition. NIRS combined with different ways of spectral data ruining can provide faster and nondestructive alternative to current methods for mastitis diagnosis and a new inside into disease understanding at molecular level.

• Journal of the Korean earth science society
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• v.21 no.5
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• pp.525-540
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• 2000

Global temperature trends of middle and upper tropospheres have been investigated using the data of satellite-observed Microwave Sounding Unit (MSU) channels 2-3(Ch2, Ch3) during the period of 1980-97 and three GCM (NCEP, ECMWF, GEOS) reanalyses during 1981-93. The global, hemispheric and tropical anomalies, computed from the data during the common period, have been intercompared in the following regions; ocean, land, and both ocean and land. The correlation with MSU in midtropospheric temperatures is the best (r=0.81${\sim}$0.95) in ECMWF, particularly over the tropics. The correlations in upper troposphere are lower (r=0.06${\sim}$0.34) due to poor quality of MSU Ch3 data consistent with previous result. The midtropospheric trends during 1981-93, obtained from MSU and three GCMs, show the global warming of 0.01${\sim}$0.18K decade$^{-1}$. The warmest years have been 1987 and 1991 in El Ni${\tilde{n}$o while the coolest 1993 and 1994 in La Ni${\tilde{n}$a. The warming (0.12${\sim}$0.13K decade$^{-1}$) in MSU over global ocean is similar to that over global land. The largest discrepancy in upper troposphere between MSU and GCMs has been found in the transition period (1984. 12-1985. 1) from NOAA 9 to 10, because of a sizable error in the MSU Ch3. The midtropospheric trends near the Korean peninsula during 1981-93 are almost negligible(-0.02K decade$^{-1}$) in MSU, but indicate significant warming (0.25-0.43K decade$^{-1}$) in GCMs. The trends are crosschecked and discussed with other two independent MSU data of Spencer and Christy (1992a, 1992b).

• Korean Journal of Remote Sensing
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• v.28 no.1
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• pp.69-77
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• 2012

Surface insolation is one of the major indicators for climate research over the Earth system. For the climate research, long-term data and wide range of spatial coverage from the data observed by two or more of satellites of the same orbit are needed. It is important to improve the continuity and consistency of the derived products, such as surface insolation, from different satellites. In this study, surface insolations based on Geostationary Operational Environmental Satellite (GOES-9) and Multi-functional Transport Satellites (MTSAT-1R) were compared during overlap period using physical model of insolation to find ways to improve the consistency and continuity between two satellites through comparison of each channel data and ground observation data. The thermal infrared brightness temperature of two satellites show a relatively good agreement between two satellites : rootmean square error (RMSE)=5.595 Kelvin; Bias=2.065 Kelvin. Whereas, visible channels shown a quite different values, but it distributed similar tendency. And the surface insolations from two satellites are different from the ground observation data. To improve the quality of retrieved insolations, we have reproduced surface insolation of each satellite through adjustment of the Cloud Factor, and the Cloud Factor for GOES-9 satellite is modified based on the analysis result of difference channel data. As a result, the insolations estimated from GOES-9 for cloudy conditions show good agreement with MTSAT-1R and ground observation : RMSE=$83.439W\;m^{-2}$ Bias=$27.296W\;m^{-2}$. The result improved accuracy confirms that the modification of Cloud Factor for GOES-9 can improve the continuity and consistency of the insolations derived from two or more satellites.

• Economic and Environmental Geology
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• v.34 no.4
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• pp.375-383
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• 2001

We extracted sea surface heights(SSH) from the TopexJPoseidon(T/P) radar altimeter data to compare with fhe SSH estimated from in-situ lide gauges(T/G) at Ulleungdo, Pohang, and SockcholMucko sites. Selection criteria such as wet/dry troposphere, ionosphere, and ocean tide were used to estimate accurate SSH. For time series analysis, the one-hour interval tide gauge SSHs were resampled al lO-day interval of the satellite SSHs. The ocean tide model applied in the altimeter data processing showed periodic aliasings of 175.5 day, 87.8 day, 62J day, 58.5 day, 49.5 day and 46.0 day, and, hence, the ZOO-day filtering was applied to reduce these spectral noises. Wavenumber correlation analysis was also applied to extract common components between the two SSHs, resulting in enhancing the correlation coefficient(CC) dramatically. The original CCs between the satenite and tide gauge SSHs are 0.46. 0.26, and 0.]5, respectively. Ulleungdo shows the largest cc bec;luase the site is far from the coast resulting in the minimun error in the satellite observations. The CCs were then increased to 0.59, 030, and 0.30, respectively, after 200.day filtering, and to 0.69, 0.63. and 0.59 after removing inversely correlative components using wavenumber correlation analysis. The CCs were greatly increased by 87, 227, and 460% when the wavenumber correlation analysis was followed by 2oo-day filtering, resulting in the final CCs of 0.86, 0.85, 0.84, respectively. It was found that the best SSHs were estimated when the two methods were applied to the original data. The low-pass filtered TIP SSHs were found to be well correlated with the TIG SSHs from tide gauges, and the best correlation results were found when we applied both low-pass filtering and spectral correlation analysis to the original SSHs.