• Title/Summary/Keyword: Moving behavior

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ATTACHMENT AND PSYCHOPATHOLOGY (애착과 정신병리)

  • Choi, Jee-Eun;Ahn, Dong-Hyun
    • Journal of the Korean Academy of Child and Adolescent Psychiatry
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    • v.15 no.1
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    • pp.40-60
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    • 2004
  • Introduction:Research on attachment in view point of the developmental perspective which began in the 1940s progressed during several decades. Many investigators focused mother-child separation in early attachment studies, and moved to the relationship with childhood psychopathology. Recently attachment theory and research are moving forward along the intergenerational transmission of attachment patterns, and adolescents and adult mental disorders in the developmental perspectives. Methods:We surveyed the research papers through Medline search, attachment-related monographs, and review or original papers published in Korean journal. Results:Developmental attachment researches have demonstrated convincingly that insecure attachment in infancy is associated with attachment disorder; several childhood psychopatholgy, such as institutional care and adoption, aggression and behavioral problems, childhood anxiety disorders and depressive disorders, gender identity disorder and feeding disorder, and child abuse and maltreatment; peer relationship and social competency, and parental behaviors. Recently the methodological advances including the Adult Attachment Interview that systematically assesses the adults' recollections of the earlier parent-child relationship they experienced could move beyond attachment researcher's initial concern with infancy to consider attachment processes throughout the life span. We could find that the quality of attachment was associated with several mental disorders in adolescents and adults significantly. Conclusion:Attachment theory would have focused on more specific parent-child relationship than general parental behavior. Recent attachment theory underscores its evolutionary origins to promote development of infant and contribute to human survival in psychobiological bases. Advances in attachment research could unite interests in evolutional biology and developmental psychology in understanding early parent-child relationship, and apply to clinical issues concerning mental health throughout the life span.

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Effect of Solid Side Chute Design for Individual Handling of Hanwoo (Korean Cattle) (한우의 개체관리를 위한 시각제어 유도로 효과)

  • 최재관;이창우;이용준;조광현;최연호;김형철;김시동
    • Journal of Animal Science and Technology
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    • v.48 no.2
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    • pp.331-336
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    • 2006
  • Moving behavior of groups of Hanwoo was observed when solid side was applied along the straight single file chute. Dark blue liners (PVC coated fabric) were hung on the outer side along the steel bars of chute to block vision of cattle. Ten animals were grouped together in a batch to move through chute to the restrainter. Movement of animals through chutes were significantly faster when solid side with liners were applied than when they had open vision of flight zone. And the difference in movement time between of solid side and open side was even greater in a longer chute than in a shorter one. From the experiment with longer chute, we could not find any significant differences between presence or absence of solid sides in the time spent for the leaading cattle to enter the squeeze chute from crowd pen. But the average time spent for movement from squeeze gait to restrainter was 22.78±1.15 seconds with solid sides, which was much shorter than with open sides (40.56±4.46 seconds). Time required for batch of animals to move from crowd pen to restrainter and exit was much faster with solid sides than with open sides: 96.33±3.98 seconds vs. 121.89±5.54 seconds from leading animal to enter the squeeze chute until the last animal of the batch to exit restrainter and 104.56±3.89 vs. 131.22±6.42 seconds for the whole batch of animals to enter the squeeze chute and exit restrainter. Another experiment with shorter chute showed that animals balked to right angled edge of the crowed pen before entering squeeze chute. We could not find any differences in time requred for the leading animal to enter the crowd pen from holding pen. Total time spent from entrance of leading animal to crowd pen until the last animal to exit restrainter was shorter with solid sides than with open sides: 177.44±5.20 seconds vs. 193.44±7.46 seconds.

A study on the impact of online contents characteristics on customer loyalty - Mediated effect of flow perspective - (고객충성도에 영향을 미치는 온라인 콘텐츠 특성에 관한연구 -몰입(Flow)의 매개효과를 중심으로 -)

  • Shin, Young-Chul;Jeong, Seung-Ryul
    • Journal of Internet Computing and Services
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    • v.14 no.5
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    • pp.101-117
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    • 2013
  • As the number of online game user has been rapidly increased thanks to the recent vitalization of online contents market, not only new business opportunity but also the opportunity to create high profits have been provided as well. However, the increase of the number of online game user and the rapid expansion of the market evoke a cutthroat completion among online game service providers, and also high barriers to entry to online game market have been erected. Thus, what kinds of efforts need for the business success and sales increase in online game market? In lots of researches regarding online contents business, the deepening of loyalty was considered as a critical factor for the business success. According to the study on user's behavior in online environment, users would experience the Flow while using online service, and then, if they were in state of the Flow, they would use the service constantly. High customer loyalty to online game means high will to use the online game too. The purpose of this research was i) to examine what factors enable users to be naturally immersed in online game while playing it, ii) to examine what properties of online game can make game more interesting and exciting, iii) to verify that such factors are critical in deepening customer loyalty, and iv) to suggest some essential factors to be fun and exciting games, on where the focus should be put, and the directionality for the development for sales expansion of online game developer or online game service provider. The research results are as below: First, the involvement and the perceived quality which were characteristics of brand appeared to be factors most affecting Flow. This shows that once game user get interested in online game that user has played frequently, even though new games are released, user will continuously flow the game not moving to new games, and also shows that users not only get more interested but also put more trust in games in the site to where users are frequently going than games in other sites, and consequently user can increasingly flow the game. Second, the compensation and graphics which are the characteristics of contents appeared to be factors affecting Flow. Proper compensation which is given to game users triggers fun and interests in game and makes them flow more and more. And graphics make users to feel game space as if real space and let them flow in game with more reality. Third, challenges, support, and the stability which are technical characteristics appeared to be factors affecting Flow. Challenges enable users to not only experience new virtual world but also solve various difficulties and obstacles. Once users feel fun and interests through this challenge, they can naturally flow games. In addition, the stability of network provides reliability in security and hacking. By doing so, it can induce users to flow more and more. Lastly, when aforementioned characteristics including contents characteristics, technical characteristics, and brand characteristics are organically combined each other, game users feel fun and total minutes are naturally increased, so that game users experience Flow, and consequently the customer loyalty will be deepened as well.

A Experimental Study on Exclusion Ability of Riprap into Bypass Pipe (저층수 배사관 내 유입된 사석 배출능력에 대한 연구)

  • Jeong, Seok Il;Lee, Seung Oh
    • KSCE Journal of Civil and Environmental Engineering Research
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    • v.37 no.1
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    • pp.239-246
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    • 2017
  • There are various transversal structures (small dams or drop structures) in median and small streams in Korea. Most of them are concrete structures and it is so hard to exclude low-level water. Unless drainage valves and/or gates would not be installed near bottom of bed, sediment from upstream should be deposited and also contaminants attached to the sediments would devastatingly threaten the water quality and ecosystem. One of countermeasures for such problem is the bypass pipe installed underneath the transversal structure. However, there is still issued whether it would be workable if the gravels and/or stones would roll into and be not excluded. Therefore, in this study, the conditions to exclude the rip stone which enter into the bypass pipe was reviewed. Based on sediment transport phenomenon, the behavior of stones was investigated with the concepts from the critical shear stress of sediment and d'Alembert principle. As final results, the basis condition (${\tau}_c{^*}$) was derived using the Lagrangian description since the stones are in the moving state, not in the stationary state. From hydraulic experiments the relative velocity could be obtained. In order to minimize the scale effect, the extra wide channel of 5.0 m wide and 1.0 m high was constructed and the experimental stones were fully spherical ones. Experimental results showed that the ratio of flow velocity to spherical particle velocity was measured between 0.5 and 0.7, and this result was substituted into the suggested equation to identify the critical condition wether the stones were excluded. Regimes about the exclusion of stone in bypass pipe were divided into three types according to particle Reynolds number ($Re_p$) and dimensionless critical shear force (${\tau}_c{^*}$) - exclusion section, probabilistic exclusion section, no exclusion section. Results from this study would be useful and essential information for bypass pipe design in transveral structures.

The Superconducting Properties of a High-Temperature Superconducting GdBCO-Coated Conductor (고온초전도 GdBCO 박막선재의 초전도 특성)

  • Yang, Seok Han;Song, Kyu Jeong
    • New Physics: Sae Mulli
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    • v.68 no.12
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    • pp.1293-1301
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    • 2018
  • The basic magnetic properties of commercially available High-$T_c$ Superconductor (HTS) GdBCO-coated conductor (GdBCO-CCs) were investigated by using physical property measurement system-vibrating sample magnetometer (PPMS-VSM). From the zero-field-cooled (ZFC) m(T) curve, the $T_c$ was found to be ~93 K. After removing the background m(H) data, we obtained both the net m(H) data and the ${\Delta}m_{irr}$. The $H_{irr}(T)$ coincided very well with the power-law relation $H_{irr}=H_{irr}(0)(1-T/T_c)^n$ with $$n{\sim_=}1.19$$. The magnetic flux behavior was investigated by using the ${\delta}$ values in the relationship $J_c{\propto}{\Delta}m_{irr}{\propto}H^{-{\delta}}$. A ${\delta}{\approx}0$ region denoting an independent magnetic flux pinning effect, a ${\delta}{\approx}0.6{\sim}1.2$ region representing a collective flux pinning effect due to the interaction, and a ${\delta}{\gg}2$ region representing freely moving magnetic fluxes caused by the Lorentz force were observed. The boundary line between ${\delta}{\approx}0$ and ${\delta}{\approx}0.6{\sim}1.2$ is denoted by a $H_1$, and the one between ${\delta}{\approx}0.6{\sim}1.2$ and ${\delta}{\gg}2$ is denoted by a $H_2$. The ${\delta}(T)$ was obtained in the region of $H_1$ < H < $H_2$. As the temperature was decreased, the ${\delta}$ value gradually decreased.

Structural Evaluation Method to Determination Safe Working Load of Block Handling Lugs (블록 이동용 러그의 안전사용하중 결정에 관한 구조 평가법)

  • O-Hyun Kwon;Joo-Shin Park;Jung-Kwan Seo
    • Journal of the Korean Society of Marine Environment & Safety
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    • v.29 no.4
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    • pp.363-371
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    • 2023
  • To construct a ship, blocks of various sizes must be moved and erected . In this process, lugs are used such that they match the block fastening method and various functions suitable for the characteristics of each shipyard facility. The sizes and shapes of the lugs vary depending on the weight and shape of the block structures. The structure is reinforced by welding the doubling pads to compensate for insufficient rigidity around the holes where the shackle is fastened. As for the method of designing lugs according to lifting loading conditions, a simple calculation based on the beam theory and structural analysis using numerical modeling are performed. In the case of the analytical method, a standardized evaluation method must be established because results may differ depending on the type of element and modeling method. The application of this ambiguous methodology may cause serious safety problems during the process of moving and turning-over blocks. In this study , the effects of various parameters are compared and analyzed through numerical structural analysis to determine the modeling conditions and evaluation method that can evaluate the actual structural response of the lug. The modeling technique that represents the plate part and weld bead around the lug hole provides the most realistic behavior results. The modeling results with the same conditions as those of the actual lug where only the weld bead is connected to the main body of the lug, showed a lower ulimated strength compared with the results obtained by applying the MPC load. The two-dimensional shell element is applied to reduce the modeling and analysis time, and a safety working load was verified to be predicted by reducing the thickness of the doubling pad by 85%. The results of the effects of various parameters reviewed in the study are expected to be used as good reference data for the lug design and safe working load prediction.

Application of Remote Sensing Techniques to Survey and Estimate the Standing-Stock of Floating Debris in the Upper Daecheong Lake (원격탐사 기법 적용을 통한 대청호 상류 유입 부유쓰레기 조사 및 현존량 추정 연구)

  • Youngmin Kim;Seon Woong Jang ;Heung-Min Kim;Tak-Young Kim;Suho Bak
    • Korean Journal of Remote Sensing
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    • v.39 no.5_1
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    • pp.589-597
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    • 2023
  • Floating debris in large quantities from land during heavy rainfall has adverse social, economic, and environmental impacts, but the monitoring system for the concentration area and amount is insufficient. In this study, we proposed an efficient monitoring method for floating debris entering the river during heavy rainfall in Daecheong Lake, the largest water supply source in the central region, and applied remote sensing techniques to estimate the standing-stock of floating debris. To investigate the status of floating debris in the upper of Daecheong Lake, we used a tracking buoy equipped with a low-orbit satellite communication terminal to identify the movement route and behavior characteristics, and used a drone to estimate the potential concentration area and standing-stock of floating debris. The location tracking buoys moved rapidly during the period when the cumulative rainfall for 3 days increased by more than 200 to 300 mm. In the case of Hotan Bridge, which showed the longest distance, it moved about 72.8 km for one day, and the maximum moving speed at this time was 5.71 km/h. As a result of calculating the standing-stock of floating debris using a drone after heavy rainfall, it was found to be 658.8 to 9,165.4 tons, with the largest amount occurring in the Seokhori area. In this study, we were able to identify the main concentrations of floating debris by using location-tracking buoys and drones. It is believed that remote sensing-based monitoring methods, which are more mobile and quicker than traditional monitoring methods, can contribute to reducing the cost of collecting and processing large amounts of floating debris that flows in during heavy rain periods in the future.

A Case Study on the Success Factors of Overseas Agricultural Startup: Focusing on the Case of Banana Farm in Cote d'Ivoire (해외 농업스타트업(Agricultural Startup) 성공요인에 관한 사례연구: 'C사'의 제2창업기(바나나 팜 개발사례)를 중심으로)

  • Jin hwan Park;Sang soon Kim
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.18 no.3
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    • pp.61-79
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    • 2023
  • This study is a case study of overseas banana farms as a global agricultural startup that has hardly been attempted so far in terms of paradigm shift in the industry, beyond regional limitations. It was researched for the purpose of revealing the success factors of 'global agricultural startup' in terms of business process, entrepreneurship, and management dimensions learned through direct participation and observation at the local level. In order to study global agricultural startups, this study also conducted a comparative analysis of global startups (global startups) and global agricultural startups(global agricultural startups). In fact, the analysis consists of 'definition', 'components', and 'success factors', and we want to confirm the difference between the two concepts that can be distinguished. The case analysis tried to maximize the advantages of 'participatory action research' by directly observing and experiencing banana farms. In the case of banana farm cases, by dividing them into preparation process for farm development and farm development and management process, various variables considered in farm management were explained through the whole process of farm management. Through the process of overcoming and responding to specific failure cases, we tried to secure the reliability and validity of the research, and the case studies related to entrepreneurship, management, and organization analyzed by applying them by subdividing them into theoretical areas belonging to components and management that were theorized in existing preceding studies. This study is almost the first study on the process of creating a local entry business by directly moving the head office overseas rather than entering overseas agriculture as a subsidiary, joint venture or overseas corporation. In particular, it is a unique case that corresponds to agriculture in terms of region(Africa), scale(startup), and industry that have not been introduced so far as a global agricultural startup. In terms of entrepreneurship, it also concretely exemplified how entrepreneurship components such as innovativeness, risk-taking propensity, proactiveness, vision sharing, social contribution, leadership, etc., which have not been attempted so far in agricultural cases, are manifested and effective. The management and cultural aspects also went beyond the argument that only cultural aspects are important in overseas business, and also confirmed individual failure cases and their responses in recruitment, job, wage, retirement, development, organizational structure management, etc. As a result, there is significance and implications of this study in that it provides theoretical confirmation as well as practical and responsive basis for 'entrepreneurship', 'farming management', and 'management' aspects in overseas agricultural startup business operation.

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The Effects of Environmental Dynamism on Supply Chain Commitment in the High-tech Industry: The Roles of Flexibility and Dependence (첨단산업의 환경동태성이 공급체인의 결속에 미치는 영향: 유연성과 의존성의 역할)

  • Kim, Sang-Deok;Ji, Seong-Goo
    • Journal of Global Scholars of Marketing Science
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    • v.17 no.2
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    • pp.31-54
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    • 2007
  • The exchange between buyers and sellers in the industrial market is changing from short-term to long-term relationships. Long-term relationships are governed mainly by formal contracts or informal agreements, but many scholars are now asserting that controlling relationship by using formal contracts under environmental dynamism is inappropriate. In this case, partners will depend on each other's flexibility or interdependence. The former, flexibility, provides a general frame of reference, order, and standards against which to guide and assess appropriate behavior in dynamic and ambiguous situations, thus motivating the value-oriented performance goals shared between partners. It is based on social sacrifices, which can potentially minimize any opportunistic behaviors. The later, interdependence, means that each firm possesses a high level of dependence in an dynamic channel relationship. When interdependence is high in magnitude and symmetric, each firm enjoys a high level of power and the bonds between the firms should be reasonably strong. Strong shared power is likely to promote commitment because of the common interests, attention, and support found in such channel relationships. This study deals with environmental dynamism in high-tech industry. Firms in the high-tech industry regard it as a key success factor to successfully cope with environmental changes. However, due to the lack of studies dealing with environmental dynamism and supply chain commitment in the high-tech industry, it is very difficult to find effective strategies to cope with them. This paper presents the results of an empirical study on the relationship between environmental dynamism and supply chain commitment in the high-tech industry. We examined the effects of consumer, competitor, and technological dynamism on supply chain commitment. Additionally, we examined the moderating effects of flexibility and dependence of supply chains. This study was confined to the type of high-tech industry which has the characteristics of rapid technology change and short product lifecycle. Flexibility among the firms of this industry, having the characteristic of hard and fast growth, is more important here than among any other industry. Thus, a variety of environmental dynamism can affect a supply chain relationship. The industries targeted industries were electronic parts, metal product, computer, electric machine, automobile, and medical precision manufacturing industries. Data was collected as follows. During the survey, the researchers managed to obtain the list of parts suppliers of 2 companies, N and L, with an international competitiveness in the mobile phone manufacturing industry; and of the suppliers in a business relationship with S company, a semiconductor manufacturing company. They were asked to respond to the survey via telephone and e-mail. During the two month period of February-April 2006, we were able to collect data from 44 companies. The respondents were restricted to direct dealing authorities and subcontractor company (the supplier) staff with at least three months of dealing experience with a manufacture (an industrial material buyer). The measurement validation procedures included scale reliability; discriminant and convergent validity were used to validate measures. Also, the reliability measurements traditionally employed, such as the Cronbach's alpha, were used. All the reliabilities were greater than.70. A series of exploratory factor analyses was conducted. We conducted confirmatory factor analyses to assess the validity of our measurements. A series of chi-square difference tests were conducted so that the discriminant validity could be ensured. For each pair, we estimated two models-an unconstrained model and a constrained model-and compared the two model fits. All these tests supported discriminant validity. Also, all items loaded significantly on their respective constructs, providing support for convergent validity. We then examined composite reliability and average variance extracted (AVE). The composite reliability of each construct was greater than.70. The AVE of each construct was greater than.50. According to the multiple regression analysis, customer dynamism had a negative effect and competitor dynamism had a positive effect on a supplier's commitment. In addition, flexibility and dependence had significant moderating effects on customer and competitor dynamism. On the other hand, all hypotheses about technological dynamism had no significant effects on commitment. In other words, technological dynamism had no direct effect on supplier's commitment and was not moderated by the flexibility and dependence of the supply chain. This study makes its contribution in the point of view that this is a rare study on environmental dynamism and supply chain commitment in the field of high-tech industry. Especially, this study verified the effects of three sectors of environmental dynamism on supplier's commitment. Also, it empirically tested how the effects were moderated by flexibility and dependence. The results showed that flexibility and interdependence had a role to strengthen supplier's commitment under environmental dynamism in high-tech industry. Thus relationship managers in high-tech industry should make supply chain relationship flexible and interdependent. The limitations of the study are as follows; First, about the research setting, the study was conducted with high-tech industry, in which the direction of the change in the power balance of supply chain dyads is usually determined by manufacturers. So we have a difficulty with generalization. We need to control the power structure between partners in a future study. Secondly, about flexibility, we treated it throughout the paper as positive, but it can also be negative, i.e. violating an agreement or moving, but in the wrong direction, etc. Therefore we need to investigate the multi-dimensionality of flexibility in future research.

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

  • Kim, Kwang-Seok;Shin, Jong-Kuk;Koo, Dong-Mo
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.2
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    • pp.19-45
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    • 2008
  • This study is to empirically examine the primary dimensions of visual merchandising (VMD) of internet shopping mall, namely store design, merchandise, and merchandising cues, to be a attractive virtual store to the shoppers. The authors reviewed the literature related to the major components of VMD from the perspective of the AIDA model, which has been mainly applied to the offline store settings. The major purposes of the study are as follows; first, tries to derive the variables related with the components of visual merchandising through reviewing the existing literatures, establish the hypotheses, and test it empirically. Second, examines the relationships between the components of VMD and the attitude toward the VMD, however, putting more emphasis on finding out the component structure of the VMD. VMD needs to be examined with the perspective that an online shopping mall is a virtual self-service or clerkless store, which could reduce the number of employees, help the shoppers search, evaluate and purchase for themselves, and to be explored in terms of the in-store persuasion processes of customers. This study reviewed the literatures related to store design, merchandise, and merchandising cues which might be relevant to the store, product, and promotion respectively. VMD is a total communication tool, and AIDA model could explain the in-store consumer behavior of online shopping. Store design has to do with triggering a consumer attention to the online mall, merchandise with a product related interest, and merchandising cues with promotions such as recommendation and links that induce the desire to pruchase. These three steps might be seen as the processes for purchase actions. The theoretical rationale for the relationship between VMD and AIDA could be found in Tyagi(2005) that the three steps of consumer-oriented merchandising are a store, a product assortment, and placement, in Omar(1999) that three types of interior display are a architectural design display, commodity display, and point-of-sales(POS) display, and in Davies and Ward(2005) that the retail store interior image is related to an atmosphere, merchandise, and in-store promotion. Lee et al(2000) suggested as the web merchandising components a merchandising cues, a shopping metaphor which is an assistant tool for search, a store design, a layout(web design), and a product assortment. The store design which includes differentiation, simplicity and navigation is supposed to be related to the attention to the virtual store. Second, the merchandise dimensions comprising product assortments, visual information and product reputation have to do with the interest in the product offerings. Finally, the merchandising cues that refer to merchandiser(MD)'s recommendation of products and providing the hyperlinks to relevant goods for the shopper is concerned with attempt to induce the desire to purchase. The questionnaire survey was carried out to collect the data about the consumers who would shop at internet shopping malls frequently. To select the subject malls, the mall ranking data announced by a mall rating agency was used to differentiate the most popular and least popular five mall each. The subjects was instructed to answer the questions after navigating the designated mall for five minutes. The 300 questionnaire was distributed to the consumers, 166 samples were used in the final analysis. The empirical testing focused on identifying and confirming the dimensionality of VMD and its subdimensions using a structural equation modeling method. The confirmatory factor analysis for the endogeneous and exogeneous variables was carried out in four parts. The second-order factor analysis was done for a store design, a merchandise, and a merchandising cues, and first-order confirmatory factor analysis for the attitude toward the VMD. The model test results shows that the chi-square value of structural equation is 144.39(d.f 49), significant at 0.01 level which means the proposed model was rejected. But, judging from the ratio of chi-square value vs. degree of freedom, the ratio was 2.94 which smaller than an acceptable level of 3.0, RMR is 0.087 which is higher than a generally acceptable level of 0.08. GFI and AGFI is turned out to be 0.90 and 0.84 respectively. Both NFI and NNFI is 0.94, and CFI 0.95. The major test results are as follows; first, the second-order factor analysis and structural equational modeling reveals that the differentiation, simplicity and ease of identifying current status of the transaction are confirmed to be subdimensions of store design and to be a significant predictors of the dependent variable. This result implies that when designing an online shopping mall, it is necessary to differentiate visually from other malls to improve the effectiveness of the communications of store design. That is, the differentiated store design raise the contrast stimulus to sensory organs to promote the memory of the store and to have a favorable attitude toward the VMD of a store. The results that navigation which means the easiness of identifying current status of shopping affects the attitude to VMD could be interpreted that the navigating processes via the hyperlinks which is characteristics of an internet shopping is a complex and cognitive process and shoppers are likely to lack the sense of overall structure of the store. Consequently, shoppers are likely to be alost amid shopping not knowing where to go. The orientation tool enhance the accessibility of information to raise the perceptive power about the store environment.(Titus & Everett 1995) Second, the primary dimension of merchandise and its subdimensions was confirmed to be unidimensional respectively, have a construct validity, and nomological validity which the VMD dimensions supposed to have a positive correlation with the dependent variable. The subdimensions of product assortment, brand fame and information provision proved to have a positive effect on the attitude toward the VMD. It could be interpreted that the more plentiful the product and brand assortment of the mall is, the more likely the shoppers to favor it. Brand fame and information provision as well affect the VMD attitude, which means that the more famous the brand, the more likely the shoppers would trust and feel familiar with the mall, and the plentifully and visually presented information could have the shopper have a favorable attitude toward the store VMD. Third, it turned out to be that merchandising cue of product recommendation and hyperlinks affect the VMD attitude. This could be interpreted that recommended products could reduce the uncertainty related with the purchase decision, and the hyperlinks to relevant products would help the shopper save the cognitive effort exerted into the information search and gathering, which could lead to a favorable attitude to the VMD. This study tried to sheds some new light on the VMD of online store by reviewing the variables mentioned to be relevant with offline VMD in the existing literatures, and tried to link the VMD components from the perspective of AIDA model. The effect size of the VMD dimensions on the attitude was in the order of the merchandise, the store design and the merchandising cues.It is said that an internet has an unlimited place for display, however, the virtual store is not unlimited since the consumer has a limited amount of cognitive ability to process the external information and internal memory. Particularly, the shoppers are likely to face some difficulties in decision making on account of too many alternative and information overloads. Therefore, the internet shopping mall manager should take into consideration the cost of information search on the part of the consumer, to establish the optimal product placements and search routes. An efficient store composition would be possible by reducing the psychological burdens and cognitive efforts exerted to information search and alternatives evaluation. The store image is in most part determined by the product category and its brand it deals in. The results of this study support this proposition that the merchandise is most important to the VMD attitude than other components, the manager is required to take a strategic approach to VMD. The internet users are getting more accustomed and more knowledgeable about the internet media and more likely to accept the internet as a shopping channel as the period of time during which they use the internet to shop become longer. The web merchandiser should be aware that the product introduction using a moving pictures and a bulletin board become more important in order to present the interactive product information visually and communicate with customers more actively, therefore leading to making the quantity and quality of product information more rich.

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