• Asia Marketing Journal
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• 제15권4호
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• pp.161-186
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• 2014

There are many cases of rebranding and its numbers are growing. However, rebranding is still under research in the academic field, and there is no guideline on the effective way to change brand name. The objective of this paper is to integrate two inconsistent predictions from categorization theory and schema incongruity theory: a negative linear relationship (categorization theory) versus an inverted-U-shape relationship (schema incongruity theory) between brand name incongruity and consumer evaluation into one framework. Specifically, this study examines how the effect of incongruity between an existing brand name and a new brand name (hereafter called "brand name incongruity") on the new brand name attitude differs depending on a consumer's individual characteristics (need for cognition). The experiment demonstrates that consumers with a high need for cognition show a better attitude towards a new brand name when the brand name was rebranded moderately incongruent compared to congruent or extremely incongruent. Thus, the experiment demonstrates that there is an inversed U-shape relationship between brand name incongruity and new brand name evaluation for consumers with a high need for cognition. On the contrary, consumers with a low need for cognition show a better attitude towards a new brand name when the brand name is rebranded congruently compared to incongruent conditions (moderate incongruity and extreme incongruity). This result indicates that there is a negative linear relationship between brand name incongruity and new brand name evaluation. Key theoretical and managerial implications of the present study are as follows. This study integrates two alternative views of research on incongruity evaluation into one framework by demonstrating that need for cognition moderates the relationship between brand name incongruity and consumer evaluation. This present study provides a conceptual basis for understanding consumer evaluation towards a new brand name. Next, though rebranding is a very important decision making of brand management, there is no guideline on how to change a brand name. The findings of this research can suggest which degree of change is optimal when rebranding in order to utilize and strengthen existing brand equity. More specifically, when our target customer has high need for cognition, moderately incongruent rebranding can be optimal, whereas for those with low need for cognition, rebranding in accordance with existing brand name will be optimal.

• Asia pacific journal of information systems
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• 제18권1호
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• pp.117-144
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• 2008

Lots of virtual communities and online businesses presently derive their primary sources of revenues through advertising, but nevertheless are plagued with marginal profitability though they might possess a significant user base. In the light of the need for an efficacious business model, there have been recent insights of an online community in particular reaping profits through an innovative and lucrative revenue generation method that earns by selling digital items. There have been some obvious evidences (e.g., Cyworld, SecondLife, Habo Hotel, etc.) that online communities can be profitable through their unique business model of selling digital items. However, there is lack of understanding about the motivation of purchasing digital items. This study tries to identify the main motivators of digital item purchases based on social/individual identity theory and self-presentation theory. "Digital items", otherwise known as "virtual assets", may include online avatars, accessories for the avatars, decorative ornaments like furniture, digital wallpapers, skins, background music and virtual weapons used for Internet games. These digital items are employed by users for representation and articulation in the online space, especially to create and enhance their online profiles in web pages and games. Prices for digital items typically range from a few cents to a few dollars each. Based on the theoretical framework like social identity theory and self-presentation theory, we developed the research model and proposed seven hypotheses. An analysis of 225 members of Cyworld found that digital item purchase intention in virtual world is affected by both members' need for self-presentation and need for affiliation. We also found that the need for self-presentation is significantly increased by innovativeness of members, community group norm, and community involvement. We concluded that the need for self-presentation could be a key variable for profitable business model in online community service industry. However, neither individual self-efficacy nor the need for affiliation significantly influenced the need for self-presentation which triggers purchase intention of digital items. In term of the theoretical and practical contribution, this study can be a pioneering empirical research that investigates the purchase intention of digital items based on social identity theory and self-presentation theory in the online context. Also, the findings of our study are valuable and practical for practitioners in the market who wish to adopt or improve the business model of selling digital items in an online community. From the findings, it can be seen that innovativeness of users, community group norm, and community involvement are three significant factors that influence need for self-presentation of users which ultimately leads to their intentions to buy digital items. These findings put forth that virtual community providers and online businesses selling digital items should prioritize their efforts and focus on these three factors if they want to increase the sales of these digital items and generate greater revenues. This study provides important implications for academic researchers and practitioners to understand why the community members pay money for their digital items in virtual world and how the practitioners can increase the sales of digital items in an online community. A couple of limitations of the study and future research directions are also discussed.

• 대한한의학원전학회지
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• 제22권1호
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• pp.15-26
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• 2009

Seonya theory(宣夜說) was one of the most important metagalaxy model in the ancient times. Unlike the other important metagalaxy model, it had the concept that the sky is not in the solid state but is just the infinite space which is full of gi(氣). But Seonya theory, though it had partially the superb academic thought, it had gradually become the forgotten thing among scholars in the ancient times. Since then, once forgotten Seonya theory was reconstructed again in Song(宋) dynasty, and Jangjae(張載) did the main role at that time. In the historical sequence like this, we need to take notice of one thing that "Hwangjenaegyeong(黃帝內經)" had worked on Jangjae as the origin of his sunya theory. So we also need to take notice of one thing that "Hwangjenaegyeong" is just a rare document that comprises the academic thought of Seonya theory which had once been forgotten in ancient times. Based on the historical situation like this, this study is focused on the idea that the discuss on the Jangjae's Seonya theory would be a good way to think of the cosmic theory of "Hwangjenaegyeong" and the theoretical thought derived from them. So this study will first look into the academic characteristics of Seonya theory of ancient times and of "Hwangjenaegyeong" and through the study on the academic characteristics of Jangjae(張載)'s Seonya theory, will also think of the significance of the thought of Jangjae's Seonya theory that would be some help to the research on "Hwangjenaegyeong".

• 대한교통학회지
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• 제27권4호
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• pp.103-113
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• 2009

교통사고 발생시 119구급대의 신속한 사고현장 도착이 사고심도 감소에 가장 중요한 역할을 한다. 교통사고가 발생하여 부상자가 심정지후 4분이 경과하면 뇌손상이 시작되고 10분이 경과하면 사망할 가능성이 높은 것으로 조사되고 있다. 이에 따라 119구급대의 설치 고려시 교통사고 발생지역까지 통행시간을 고려하여 위치를 결정할 필요가 있다. 본 논문에서는 119구급대의 위치를 결정하는 방안에 대해서 기존 location theory를 검토하여 SCLM과 minisum location theory를 상호활용하는 방안을 모색하였다. 또한 기존 minisum location theory를 적용할 경우 최대통행시간($\lambda$)보다 통행 시간이 증가하는 경우가 발생할수 있는 문제점을 개선한 수정 minisum location theory를 제안한다. 수정 minisum location theory를 적용할 경우 모든 수요를 최대거리($\lambda$)내에 도착하면서 수요량과 통행시간에 대해서 최적화된 119구급대의 위치를 알 수 있다.

• 한국산업정보학회논문지
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• 제23권3호
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• pp.97-116
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• 2018

Individuals depend considerably on gathering information from personal social networks rather than from commercial network channels or the mass media. Most academic journals that have examined this topic concentrate on online users' information-searching behaviours; however, this paper discusses online users' information-providing behaviour in the online community. The aim of this study is to investigate that online users' motivation to write reviews on Facebook and how the motivations affect users' information-providing behaviour. This study focusses on Facebook members' motivations that affect their review-writing behaviour. The fundamental theory for examining this topic is Vogt and Fesenmaier's (1998) 'information need'. This study modifies Vogt and Fesenmaier's (1998) theory for virtual communities through the development of each concept's measurement items, selecting the information need of four variables: functional, hedonic, innovation, and sign need. Among the four variables, sign need is the most important factor for Facebook users in the virtual environment. Through sign need, people indicate their status, personality form, and position, which significantly affects members' review-writing behaviour on Facebook.

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2001년도 디자인학연구 2001 봄 학술발표회 논문집
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• pp.78-79
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• 2001

• 대한음성학회지:말소리
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• 제29_30호
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• pp.19-42
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• 1995

This paper deals with the current phonological theory named the elementary theory Before manipulating this theory with highest depth, we need to discuss the distinctive feature theory which can be estimated as playing a central role in the standard generative trends. En the element-based phonological theory, the followings might act as tile main traits in differentiating it from other theories: the notion of phonological opposition is regarded as privative one, treating the univalent element as an analysing unit in a phonological process instead of distinctive features, and the nile convention in standard theory is replaced by the element. In chapter 2, a brief history of generative theory is to be described with respect to the merits and demerits of the distinctive feature theory. In chapter 3, After dealing with the current tendency and some prominent aspects of each element theory, a couple of problems thought to be confronted by the distinctive feature theory And the analysing method taken from the element-based theory which may be regarded currently as the alternative to the problems mentioned above will be discussed mainly, The government-based theory introduced by KLV(1985, 1988) may be the main target in discussing the current topic.

• 한국관광식음료학회지:관광식음료경영연구
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• 제7권
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• pp.315-329
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• 1997

This study reviews the scientific management theories and discusses those theories within the food service industry. By providing the principles and the practical implications of this theories on the food service industry, this study tries to identify their philosophies and usefulness to the industry so that the managers in the industry use them in their dynamic operations.

• 대한간호학회지
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• 제19권2호
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• pp.173-190
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• 1989

This literature review was undertaken to explore theoretical models of depression for their potential usefulness in nursing research and practice. Depression has bean accounted for by numerous theories or models of causation ; 11 theories selected from psychology, medicine and psychoanalysis and supported by empirical or experimental research were reviewed. These theories identify a variety of precipitating and predisposing factors that may affect the individual's depression. Aggression - turned - inward theory, object loss theory, ego functioning theory, personality organization theory, behavioral theory, learned helplessness theory, cognitive theory, genetic factors, and biological theories conceptualize predisposing factors. Only life stressors theory identifies precipitating facotrs. Each of these theories contributes to an understanding of depression, but many of them use overlapping and interrelated factors. It is also evident from recent. research that there are multiple causes for depression involving an interactive effect among predisposing and precipitating factors that are both biological and psychological in origin. That is, a single theory is not useful, but perhaps a unified theory could be developed that would be helpful to nursing. This review points to the need for continuing development and testing of theories that would integrate the multiple conceptualizations of depression.

• Computers and Concrete
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• 제33권1호
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• pp.27-39
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• 2024

In this study, the authors investigate the free vibration behavior of three-phases functionally graded sandwich plates using a novel nth-order shear deformation theory. These plates are composed of a homogeneous core and two face-sheet layers made of different functionally graded materials. This is the novel type of the sandwich structures that can be applied in many fields of mechanical engineering and industrial. The proposed theory only requires four unknown displacement functions, and the transverse displacement does not need to be separated into bending and shear parts, simplifying the theory. One noteworthy feature of the proposed theory is its ability to capture the parabolic distribution of transverse shear strains and stresses throughout the plate's thickness while ensuring zero values on the two free surfaces. By eliminating the need for shear correction factors, the theory further enhances computational efficiency. Equations of motion are established using Hamilton's principle and solved via Navier's solution. The accuracy and efficiency of the proposed theory are verified by comparing results with available solutions. The authors then use the proposed theory to investigate the free vibration characteristics of three-phases functionally graded sandwich plates, considering the effects of parameters such as aspect ratio, side-to-thickness ratio, skin-core-skin thicknesses, and power-law indexes. Through careful analysis of the free vibration behavior of three-phases functionally graded sandwich plates, the work highlighted the significant roles played by individual material ingredients in influencing their frequencies.