• Journal of Global Scholars of Marketing Science
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• v.19 no.2
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• pp.68-79
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• 2009

The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.

• The Journal of Korean Academy of Prosthodontics
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• v.52 no.4
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• pp.346-351
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• 2014

Suction dentures enhance retention and support by forming negative pressure temporarily at the internal surface of denture base at times of swallowing and chewing because the areas surrounding the denture flanges are sealed by mobile mucosa. In this case, an 81-year-old male visited for new dentures. Considering the high expectations for retention and masticatory efficiency of dentures, fabricating complete dentures with suction dentures was planned. Preliminary impression was taken without applying pressure on retromolar pad area and diagnostic cast was fabricated. Afterwards, individual tray was made and final impression was taken, at the same time, gothic arch tracing was done to acquire centric relation and vertical dimension. Then, anatomic teeth were placed on maxilla and non-anatomic teeth were placed on mandible forming lingualized occlusion. Consequently, restoring a complete edentulous patient with complete dentures using mandibular suction denture resulted in recovering satisfying retention and function.

• Journal of the Korean Society of Propulsion Engineers
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• v.16 no.3
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• pp.90-96
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• 2012

In order to determine optimal design length of adhesive joint of a composite rocket motor case, stress analysis of joint part according to changes of adhesive length was done. Adhesive length has a range of 50 mm to 300 mm as design variables. The ratio of adhesive length without any stress gradient to initial non-stressed adhesive length was determined as evaluation criteria for selection of adhesive length, which called "stress gradient length ratio". The numerical result showed that stress gradient length ratio of joint part with adhesive length of more than 200 mm was increased very slowly with increase of adhesive length. It means that adhesive length of about 200 mm could be the optimal dimension to ensure the structural safety of joint part against internal pressure of 2,500 psi.

• The Korean Journal of Applied Statistics
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• v.27 no.1
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• pp.103-114
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• 2014

Significant research has been devoted to the consistency index of the Analytic Hierarchy Process(AHP) from several perspectives. Critics of the consistency index in AHP state that the critical value of consistency index depends on an average of the random index based simulation study using a 9 scale comparison matrix. We found that the distribution of the consistency index followed the skew distribution according to the dimension of the comparison matrix based on a simulation study with a 9 scale comparison matrix. From the simulation study, we suggest a consistency index quantile table to assist the decision-making process in AHP; in addition, we can approximate the distribution of the consistency index to the gamma distribution under the limited assumptions.

• Journal of the Korean Institute of Telematics and Electronics
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• v.22 no.1
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• pp.68-74
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• 1985

In this Paper, we present a non-doglegging channel routing system for If layout using standard cells. This system produces a final two-layer wiring pattern in the horizontal track between two rows, each of which is a linear placement of standard cells of identical heights, satisfying the given net list specification. The layout of CMOS cell library Including nine primitive cells used in this paper is represented in CIF (Caltech Intermediate Form) using λ(Lambda) of 2 microns in Mead-Conway layout representation scheme. The cell dimension and 1/0 characteristics such as name, position and layer type of the pins are stored in Component Library to be used in the channel routing progranl, CROUT. 4 subprogram, NET-PLOT, was used to report a schemdtic layout result, and another subprogram, NETCIF was used to with a full-fledged final layout representation in GIF, A test run for realizing a dynamicmaster-slave D flip-flop with set/reset using primitive cells was shown to take 4 CPU seconds on VAX 11/780.

• Journal of the Korean Crystal Growth and Crystal Technology
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• v.9 no.2
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• pp.149-156
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• 1999

An experimental simulation on the flow in Czochralski melt using a cold model was carried out to obtain the velocities of fluid flow which affects the oxygen concentration of Czochralski crystal growing system. Low melting point Woods metal with similar Pr number to the silicon melt was adopted as a working fluid. Local flow velocities at numerous positions in the melt were simulataneously measured in three dimension using incorporated magnet probe. The measured velocity field showed a non-axisymmetric pattern dominated by natural convection. The analysis on the correlation between data set of temperatures simultaneously measured at two melt positions showed that the values of correlation coefficients were smaller than those of previous study on the small size of silicon melt and these phenomena are believed to occur because turbulent behavior becomes stronger in large size of the melt.

• Journal of computational fluids engineering
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• v.21 no.2
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• pp.90-98
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• 2016

A numerical study is conducted on thermal performance of a large-area hot plate specially designed as a heating and cooling tool for thermal nanoimprint lithography process. The hot plate has a dimension of $240mm{\times}240mm{\times}20mm$, in which a series of cartridge heaters and cooling holes are installed. The material is stainless steel selected for enduring the high molding pressure. A numerical model based on the ANSYS Fluent is employed to predict the thermal behavior of the hot plate both in heating and cooling phases. The PID thermal control of the device is modeled by adding user defined functions. The results of numerical computation demonstrate that the use of cartridge heaters provides sufficient heat-up performance and the active liquid cooling in the cooling holes provides the required cool-down performance. However, a crucial technical issue is raised that the proposed design poses a large temperature non-uniformity in the steady heating phase and in the transient cooling phase. As a remedy, a new hot plate in which heat pipes are installed in the cooling holes is considered. The numerical results show that the installation of heat pipes could enhance the temperature uniformity both in the heating and cooling phases.

• KSCE Journal of Civil and Environmental Engineering Research
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• v.8 no.1
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• pp.165-172
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• 1988

An optimal network design method using continuous form of design variables is considered. Modified Hooke-and-Jeeves algorithm has been implemented in order to solve nonlinear progamming problem which is approximately equivalent to the real network design problem (NDP) with system. efficiency criteria(i. e. travel time and costs) and construction cost as objective function. Various forms of construction cost function, locations of initial solution, and dimension of initial step size of link improvement are taken into account to show the validity of this approach. The results obtained are quite promising in terms of the numbers of evaluations in solving NDP, and the speed of convergence. Finally, some techniques in choosing efficient intial solution, initial step size and approximation are given.

• Bioinformatics and Biosystems
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• v.1 no.1
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• pp.67-72
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• 2006

The aim of this paper is to discuss the effect of missing values in detecting differentially expressed genes in a cDNA microarray experiment in the context of a one sample problem. We conducted a cDNA micro array experiment to detect differentially expressed genes for the metastasis of colorectal cancer based on twenty patients who underwent liver resection due to liver metastasis from colorectal cancer. Total RNAs from metastatic liver tumor and adjacent normal liver tissue from a single patient were labeled with cy5 and cy3, respectively, and competitively hybridized to a cDNA microarray with 7775 human genes. We used $M=log_2(R/G)$ for the signal evaluation, where Rand G denoted the fluorescent intensities of Cy5 and Cy3 dyes, respectively. The statistical problem comprises a one sample test of testing E(M)=0 for each gene and involves multiple tests. The twenty cDNA microarray data would comprise a matrix of dimension 7775 by 20, if there were no missing values. However, missing values occur for various reasons. For each gene, the no missing proportion (NMP) was defined to be the proportion of non-missing values out of twenty. In detecting differentially expressed (DE) genes, we used the genes whose NMP is greater than or equal to 0.4 and then sequentially increased NMP by 0.1 for investigating its effect on the detection of DE genes. For each fixed NMP, we imputed the missing values with K-nearest neighbor method (K=10) and applied the nonparametric t-test of Dudoit et al. (2002), SAM by Tusher et al. (2001) and empirical Bayes procedure by $L\ddot{o}nnstedt$ and Speed (2002) to find out the effect of missing values in the final outcome. These three procedures yielded substantially agreeable result in detecting DE genes. Of these three procedures we used SAM for exploring the acceptable NMP level. The result showed that the optimum no missing proportion (NMP) found in this data set turned out to be 80%. It is more desirable to find the optimum level of NMP for each data set by applying the method described in this note, when the plot of (NMP, Number of overlapping genes) shows a turning point.

• Proceedings of the Korean Geotechical Society Conference
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• 2010.09a
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• pp.790-799
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• 2010

The Upper Devonian Grossmont Formation in Alberta, Canada reserves an estimated 50 billion cubic meters of bitumen and possess about 1/6 of the total bitumen resources in northern Alberta. However, unlike the overlying Athabasca oil sands, non conventional bitumen resources has not been developed as yet. The carbonate rocks of Grosmont Formation have been subject to various stages of diagenesis, including dolomatization and karstification with a strong effect on the distribution of porosity and permeability, which resulted in highly heterogeneous reservoirs. An extensive fracture logging and mapping was performed on total of six boreholes located in the study area to explore the characteristics of fracture geometry system and the subsurface structures of carbonates reservoir that holds bitumen. Fractal dimension was used as a measure of the statistical homogeneity of the fractured rock masses. The applicability of random Cantor dust, Dc, as a fractal parameter was examined systematically. The statistical homogeneity of fractured carbonates rock masses was investigated in the study area. The structural domains of the rock masses were delineated depthwise according to estimated Dc. The major fracture orientation was dominated by horizontal beddings having dip of $0-20^{\circ}$. Also, fractures having high dip angles existed with relatively low frequency. Three dimensional fracture network modeling for each structural domain has been performed based on fracture orientation and intensity, and some representative conceptual models for carbonates reservoir in the study area has been proposed. The developed subsurface conceptual models will be used to capture the geomechanical characteristics of the carbonates reservoir.