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Soil Salinity and Vegetation Distribution at Four Tidal Reclamation Project Areas (4개 간척 지구에 분포하는 식생과 토양 염류농도)

  • Lee, Seung-Heon;Ji, Kwang-Jae;An, Yeoul;Ro, Hee-Myong
    • Korean Journal of Environmental Agriculture
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    • v.22 no.2
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    • pp.79-86
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    • 2003
  • This research was conducted to present reference data to be used as newly reclaimed tidal land management. We investigated vegetation succession at 4 reclaimed/reclaiming project areas and discussed relationship with soil and vegetation trhrough investigation and analysis soil chemical characteristics at 2 areas. 14 families 58 kinds were investigated. Vegetation were variou at Dea-Ho conservation polt and Seok-Mun National Industrial Area which are maintaining naturally. Vegetation were simple at Hong-Bo and Dongjin and MinKyong river areas which effected sea water. Common species that were investigated at 9 sites were Suaeda asparagoides, Aster tripolium, Phragmites australis, Suaeda maritima, Suaeda japonica, Carex scabrifolis. As soil desalinization progressing, soil classified at first saline-soidc soil, the nest saline soil and then normal soil. Chenopodiaceae revealed at about 30 dS/m of soil ECe and existed to 10 dS/m of soil ECe. At about 20 dS/m of soil ECe. Aster tripolium, Calamagrostis epigeios, and Sonchus brachyotus revealed and then non-halophytes and common plants at inland revealed at low soil ECe of about 10 dS/m. However it was not to progress vegetation sucdession and soil desalinization at the same time, owing to input of seeds or plants ect from out-ecosystem. So for promotion of vegetation at newly reclaimed tidal land, we proposed that it was very effective to plant artificially halophytes or suitable species through soil test.

Trends of Assessment Research in Science Education (과학 교육에서의 평가 연구 동향)

  • Chung, Sue-Im;Shin, Dong-Hee
    • Journal of The Korean Association For Science Education
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    • v.36 no.4
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    • pp.563-579
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    • 2016
  • This study seeks educational implication by analyzing research papers dealing with science assessment in the most recent 30 years in Korea. The main purpose of the study is to analyze the trends in published papers on science assessment, their purpose, methodology, and key words, especially concentrating on the cognitive and affective domains. We selected 273 research articles and categorized them by research object, subject, methodology, and contents. To examine the factors that affect the research trend, we also tried to contextualize papers' theme in terms of changes in national curriculum and assessment system during the contemporary period. As a result, an overall research trend reflects changes in science curriculum and assessment events such as implementation of college scholastic ability test or performance assessment. There is an unequal distribution in various aspects of the researches, showing a superiority in cognitive domains than the affective ones. By using standardized data obtained through the national and international assessment of educational achievement in science, quantitative researches were superior to qualitative ones. Studies on cognitive domain use variously written- and performance-based tests, whereas most studies of the affective ones prefer written tests. Applied research and evaluation research are predominant comparing to basic ones, which most of the research methodology is based on statistics. Lastly, we found out that key words and subjects tend to be subdivided and detailed rather than general and comprehensive, as time goes on. Such trend will be helpful to elaborate and refine assessment tools that have been regarded as a problem.

Tectonic Structures and Hydrocarbon Potential in the Central Bransfield Basin, Antarctica (남극 브랜스필드 해협 중앙분지의 지체구조 및 석유부존 가능성)

  • Huh Sik;Kim Yeadong;Cheong Dae-Kyo;Jin Young Keun;Nam Sang Heon
    • The Korean Journal of Petroleum Geology
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    • v.5 no.1_2 s.6
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    • pp.9-15
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    • 1997
  • The study area is located in the Central Bransfield Basin, Antarctica. To analyze the morphology of seafloor, structure of basement, and seismic stratigraphy of the sedimentary layers, we have acquired, processed, and interpreted the multi-channel seismic data. The northwest-southeastern back-arc extension dramatically changes seafloor morphology, volcanic and fault distribution, and basin structure along the spreading ridges. The northern continental shelf shows a narrow, steep topography. In contrast, the continental shelf or slope in the south, which is connected to the Antarctic Peninsula, has a gentle gradient. Volcanic activities resulted in the formation of large volcanos and basement highs near the spreading center, and small-scale volcanic diapirs on the shelf. A very long, continuous normal fault characterizes the northern shelf, whereas several basinward synthetic faults probably detach into the master fault in the south. Four transfer faults, the northwest-southeastern deep-parallel structures, controlled the complex distributions of the volcanos, normal faults, depocenters, and possibly hydrocarbon provinces in the study area. They have also deformed the basement structure and depositional pattern. Even though the Bransfield Basin was believed to be formed in the Late Cenozoic (about 4 Ma), the hydrocarbon potential may be very high due to thick sediment accumulation, high organic contents, high heat flow resulted from the active tectonics, and adequate traps.

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A Study on Sugar Beet Cultivation in Daegwanryeong Area (대관령을 중심으로 사탕무우 재배에 관한 연구)

  • Byong-Ho Chang
    • KOREAN JOURNAL OF CROP SCIENCE
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    • v.24 no.3
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    • pp.85-102
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    • 1979
  • In spite of the expansion of population as well as the improvement of living standard, the sugar consumption in Korea depends totally upon the imported sugar with no domestic production. In order to solve this current problem, the author carried out series of experiments and investigations in Daegwanryeong area best suitable for sugar beet cultivation to determine the good varieties, cultivation method, distribution of cultivation area. Thus, it is expected that the result of investigation make a small contribution to the enterprise or production.

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Rootzone Profile, Trickle Irrigation System and Turfgrass Species for Roof Turf Garden (옥상녹화에 적합한 지반, 점적 관수 및 잔디 선정)

  • 이재필;한인송;주영규;윤원종;정종일;장진혁;김두환
    • Asian Journal of Turfgrass Science
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    • v.17 no.4
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    • pp.155-163
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    • 2003
  • This study was conducted to find out suitable rootzone profile, irrigation system, and turfgrass species for roof turf garden. Treatments of profile with soil amendment were Mixture I: Perlite(PL)60%+Vermiculite(VC)20%+Peatmoss(PM)20%, Mixture II: PL60%+VC 10%+PM20%+Sand(SD)10%, Mixture III: PL60%+VC20%+PM20% and Mixture IV: PL60%+VC10%+PM20%+SD10%+Styrofoam 5cm as a drain layer. To test trickle irrigation for roof garden, intervals of main pipe spacing(50cm, 100cm) and drop hole distance(15, 20, 30, 50 and 100cm)were treated, To select most suitable turfgrass species or mixture, Bermudagrass 'Konwoo', Zoysiagrass 'Konhee' and cool-season grass(Kentucky Bluegrass 80% + Perennial Ryegrass 20%, Tall Fescue 30% + KB50% + PR 20%)were tested. In particle size analysis, the soil amendments Perlite and vermiculite showed very even distribution, however, peatmoss contained mostly coarse particles with fiber over $\Phi$ 4.75mm. Under field moisture condition, vermiculite and peatmoss showed 350% water holding capacity, on the other hand, sand or Perlite showed 115% and 166%, respectively. Total weight of soil profile was 139.2kg/$m^2$ with Styrofoam drain layer without sand, which showed most lightest among treatments. Turf quality also resulted positve with Styrofoam drain layer installation. On trickle irrigation system, the proper interval of main drain pipe spacing and drop hole distance were 50cm and 50cm, respectively, In irrigation frequency, once per a day for 15 minute irrigation with 2 1/hr showed the best results on turf quality. Among turfgrass species or cool season grass mixture, warm season turfgrass fine leaf type zoysiagrass 'Konhee' and Bermudagrass 'Konwoo' showed very acceptable result on all over the treatments of rootzone and irrigation system. To apply cool season grasses for the roof garden, advanced researches may be needed to establish the proper soil amendment, rootzone profile, and irrigation system, Application of Bermudagrass 'Konwoo' for roof turf garden also needs successive tests to overcome winter injuries.

Mapping of the Righteous Tree Selection for a Given Site Using Digital Terrain Analysis on a Central Temperate Forest (수치지형해석(數値地形解析)에 의한 온대중부림(溫帶中部林)의 적지적수도(適地適樹圖) 작성(作成))

  • Kang, Young-Ho;Jeong, Jin-Hyun;Kim, Young-Kul;Park, Jae-Wook
    • Journal of Korean Society of Forest Science
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    • v.86 no.2
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    • pp.241-250
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    • 1997
  • The study was conducted to make a map for selecting righteous tree species for each site by digital terrain analysis. We set an algorithmic value for each tree species' characteristics with distribution pattern analysis, and the soil types were digitized from data indicated on soil map. Mean altitude, slope, aspect and micro-topography were estimated from the digital map for each block which had been calculated by regression equations with altitude. The results obtained from the study could be summarized as follows 1. We could develope a method to select righteous tree species for a given site with concern of soil, forest condition and topographic factors on Muju-Gun in Chonbuk province(2,500ha) by the terrain analysis and multi-variate digital map with a personal computer. 2. The brown forest soils were major soil types for the study area, and 29 tree species were occurred with Pinus densiflora as a dominant species. The differences in site condition and soil properties resulted in site quality differences for each tree species. 3. We tried to figure out the accuracy of a basic program(DTM.BAS) enterprised for this study with comparing the mean altitude and aspect calculated from the topographic terrain analysis map and those from surveyed data. The differences between the values were less than 5% which could be accepted as a statistically allowable value for altitude, as well as the values for aspect showed no differences between both the mean altitude and aspect. The result may indicate that the program can be used further in efficiency. 4. From the righteous-site selection map, the 2nd group(R, $B_1$) took the largest area with 46% followed by non-forest area (L) with 23%, the 5th group with 7% and the 4th group with 5%, respectively. The other groups occupied less than 6%. 5. We suggested four types of management tools by silvicultural tree species with considering soil type and topographic conditions.

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Standardization of Manufacturing Process and Storage Condition for Pre-processed Foodstuffs (Pre-processed Namul: Peeled Balloon Flower Roots and Parboiled Bracken) (전처리 나물류(깐 도라지, 데친 고사리)의 제조공정 및 유통 중 저장조건의 표준화를 위한 연구)

  • Park, Sunhyun;Noh, Boyoung;Han, Kyujai
    • Journal of the Korean Society of Food Science and Nutrition
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    • v.41 no.11
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    • pp.1611-1618
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    • 2012
  • Peeled balloon flower roots and parboiled bracken are pre-processed foodstuffs commonly used in the institutional food service. This study was conducted to establish the suitable manufacturing process for these foodstuffs and the optimal storage condition during distribution in the market. The most suitable manufacturing process was developed by surveying the manufacturing factories that produce these foodstuffs. Samples were collected by selecting a site among the surveyed manufacturing factories and storing them at different temperatures (4, 10, $20^{\circ}C$). The resulting changes in microbiological, physicochemical, and organoleptic qualities depending on the storage period (1, 2, 3, 4, 5, 7, 10 days) were investigated. The number of general bacteria in balloon flower roots at the beginning of the storage period was 5.26 log CFU/g and the number in the $4^{\circ}C$ storage group remained unchanged until the $3^{rd}$ day, but then increased to 7.63 log CFU/g at the $4^{th}$ day, and then gradually increased up to the $7^{th}$ day. However, in the 10 and $20^{\circ}C$ storage groups, the number was rapidly increased to 7.42 log CFU/g and 7.86 log CFU/g, respectively, at the $2^{nd}$ day. The parboiled bracken samples presented a similar trend. For physicochemical quality changes, the pH and hardness were rapidly decreased in the $20^{\circ}C$ storage group. The organoleptic quality was favorably evaluated (5~6 points out of 9 points) up to the $5^{th}$ day in the $4^{\circ}C$ storage group but the overall acceptability was rapidly decreased from the $2^{nd}$ day in the other storage temperature groups. These results confirmed the optimal storage condition for these pre-processed foodstuffs as being less than 3 days at $4^{\circ}C$.

Comparison of Helical TomoTherapy with Linear Accelerator Base Intensity-modulated Radiotherapy for Head & Neck Cases (두경부암 환자에 대한 선량체적 히스토그램에 따른 토모치료외 선형가속기기반 세기변조방사선치료의 정량적 비교)

  • Kim, Dong-Wook;Yoon, Myong-Geun;Park, Sung-Yong;Lee, Se-Byeong;Shin, Dong-Ho;Lee, Doo-Hyeon;Kwak, Jung-Won;Park, So-Ah;Lim, Young-Kyung;Kim, Jin-Sung;Shin, Jung-Wook;Cho, Kwan-Ho
    • Progress in Medical Physics
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    • v.19 no.2
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    • pp.89-94
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    • 2008
  • TomoTherapy has a merit to treat cancer with Intensity modulated radiation and combines precise 3-D imaging from computerized tomography (CT scanning) with highly targeted radiation beams and rotating beamlets. In this paper, we comparing the dose distribution between TomoTherapy and linear accelerator based intensity modulated radiotherapy (IMRT) for 10 Head & Neck patients using TomoTherapy which is newly installed and operated at National Cancer Center since Sept. 2006. Furthermore, we estimate how the homogeneity and Normal Tissue Complication Probability (NTCP) are changed by motion of target. Inverse planning was carried out using CadPlan planning system (CadPlan R.6.4.7, Varian Medical System Inc. 3100 Hansen Way, Palo Alto, CA 94304-1129, USA). For each patient, an inverse IMRT plan was also made using TomoTherapy Hi-Art System (Hi-Art2_2_4 2.2.4.15, TomoTherapy Incorporated, 1240 Deming Way, Madson, WI 53717-1954, USA) and using the same targets and optimization goals. All TomoTherapy plans compared favorably with the IMRT plans regarding sparing of the organs at risk and keeping an equivalent target dose homogeneity. Our results suggest that TomoTherapy is able to reduce the normal tissue complication probability (NTCP) further, keeping a similar target dose homogeneity.

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A Study on the Meaning and Strategy of Keyword Advertising Marketing

  • Park, Nam Goo
    • Journal of Distribution Science
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    • v.8 no.3
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    • pp.49-56
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    • 2010
  • At the initial stage of Internet advertising, banner advertising came into fashion. As the Internet developed into a central part of daily lives and the competition in the on-line advertising market was getting fierce, there was not enough space for banner advertising, which rushed to portal sites only. All these factors was responsible for an upsurge in advertising prices. Consequently, the high-cost and low-efficiency problems with banner advertising were raised, which led to an emergence of keyword advertising as a new type of Internet advertising to replace its predecessor. In the beginning of 2000s, when Internet advertising came to be activated, display advertisement including banner advertising dominated the Net. However, display advertising showed signs of gradual decline, and registered minus growth in the year 2009, whereas keyword advertising showed rapid growth and started to outdo display advertising as of the year 2005. Keyword advertising refers to the advertising technique that exposes relevant advertisements on the top of research sites when one searches for a keyword. Instead of exposing advertisements to unspecified individuals like banner advertising, keyword advertising, or targeted advertising technique, shows advertisements only when customers search for a desired keyword so that only highly prospective customers are given a chance to see them. In this context, it is also referred to as search advertising. It is regarded as more aggressive advertising with a high hit rate than previous advertising in that, instead of the seller discovering customers and running an advertisement for them like TV, radios or banner advertising, it exposes advertisements to visiting customers. Keyword advertising makes it possible for a company to seek publicity on line simply by making use of a single word and to achieve a maximum of efficiency at a minimum cost. The strong point of keyword advertising is that customers are allowed to directly contact the products in question through its more efficient advertising when compared to the advertisements of mass media such as TV and radio, etc. The weak point of keyword advertising is that a company should have its advertisement registered on each and every portal site and finds it hard to exercise substantial supervision over its advertisement, there being a possibility of its advertising expenses exceeding its profits. Keyword advertising severs as the most appropriate methods of advertising for the sales and publicity of small and medium enterprises which are in need of a maximum of advertising effect at a low advertising cost. At present, keyword advertising is divided into CPC advertising and CPM advertising. The former is known as the most efficient technique, which is also referred to as advertising based on the meter rate system; A company is supposed to pay for the number of clicks on a searched keyword which users have searched. This is representatively adopted by Overture, Google's Adwords, Naver's Clickchoice, and Daum's Clicks, etc. CPM advertising is dependent upon the flat rate payment system, making a company pay for its advertisement on the basis of the number of exposure, not on the basis of the number of clicks. This method fixes a price for advertisement on the basis of 1,000-time exposure, and is mainly adopted by Naver's Timechoice, Daum's Speciallink, and Nate's Speedup, etc, At present, the CPC method is most frequently adopted. The weak point of the CPC method is that advertising cost can rise through constant clicks from the same IP. If a company makes good use of strategies for maximizing the strong points of keyword advertising and complementing its weak points, it is highly likely to turn its visitors into prospective customers. Accordingly, an advertiser should make an analysis of customers' behavior and approach them in a variety of ways, trying hard to find out what they want. With this in mind, her or she has to put multiple keywords into use when running for ads. When he or she first runs an ad, he or she should first give priority to which keyword to select. The advertiser should consider how many individuals using a search engine will click the keyword in question and how much money he or she has to pay for the advertisement. As the popular keywords that the users of search engines are frequently using are expensive in terms of a unit cost per click, the advertisers without much money for advertising at the initial phrase should pay attention to detailed keywords suitable to their budget. Detailed keywords are also referred to as peripheral keywords or extension keywords, which can be called a combination of major keywords. Most keywords are in the form of texts. The biggest strong point of text-based advertising is that it looks like search results, causing little antipathy to it. But it fails to attract much attention because of the fact that most keyword advertising is in the form of texts. Image-embedded advertising is easy to notice due to images, but it is exposed on the lower part of a web page and regarded as an advertisement, which leads to a low click through rate. However, its strong point is that its prices are lower than those of text-based advertising. If a company owns a logo or a product that is easy enough for people to recognize, the company is well advised to make good use of image-embedded advertising so as to attract Internet users' attention. Advertisers should make an analysis of their logos and examine customers' responses based on the events of sites in question and the composition of products as a vehicle for monitoring their behavior in detail. Besides, keyword advertising allows them to analyze the advertising effects of exposed keywords through the analysis of logos. The logo analysis refers to a close analysis of the current situation of a site by making an analysis of information about visitors on the basis of the analysis of the number of visitors and page view, and that of cookie values. It is in the log files generated through each Web server that a user's IP, used pages, the time when he or she uses it, and cookie values are stored. The log files contain a huge amount of data. As it is almost impossible to make a direct analysis of these log files, one is supposed to make an analysis of them by using solutions for a log analysis. The generic information that can be extracted from tools for each logo analysis includes the number of viewing the total pages, the number of average page view per day, the number of basic page view, the number of page view per visit, the total number of hits, the number of average hits per day, the number of hits per visit, the number of visits, the number of average visits per day, the net number of visitors, average visitors per day, one-time visitors, visitors who have come more than twice, and average using hours, etc. These sites are deemed to be useful for utilizing data for the analysis of the situation and current status of rival companies as well as benchmarking. As keyword advertising exposes advertisements exclusively on search-result pages, competition among advertisers attempting to preoccupy popular keywords is very fierce. Some portal sites keep on giving priority to the existing advertisers, whereas others provide chances to purchase keywords in question to all the advertisers after the advertising contract is over. If an advertiser tries to rely on keywords sensitive to seasons and timeliness in case of sites providing priority to the established advertisers, he or she may as well make a purchase of a vacant place for advertising lest he or she should miss appropriate timing for advertising. However, Naver doesn't provide priority to the existing advertisers as far as all the keyword advertisements are concerned. In this case, one can preoccupy keywords if he or she enters into a contract after confirming the contract period for advertising. This study is designed to take a look at marketing for keyword advertising and to present effective strategies for keyword advertising marketing. At present, the Korean CPC advertising market is virtually monopolized by Overture. Its strong points are that Overture is based on the CPC charging model and that advertisements are registered on the top of the most representative portal sites in Korea. These advantages serve as the most appropriate medium for small and medium enterprises to use. However, the CPC method of Overture has its weak points, too. That is, the CPC method is not the only perfect advertising model among the search advertisements in the on-line market. So it is absolutely necessary that small and medium enterprises including independent shopping malls should complement the weaknesses of the CPC method and make good use of strategies for maximizing its strengths so as to increase their sales and to create a point of contact with customers.

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Consumer Responses to Retailer's Location-based Mobile Shopping Service : Focusing on PAD Emotional State Model and Information Relevance (유통업체의 위치기반 모바일 쇼핑서비스 제공에 대한 소비자 반응 : PAD 감정모델과 정보의 상황관련성을 중심으로)

  • Lee, Hyun-Hwa;Moon, Hee-Kang
    • Journal of Distribution Research
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    • v.17 no.2
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    • pp.63-92
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    • 2012
  • This study investigated consumer intention to use a location-based mobile shopping service (LBMSS) that integrates cognitive and affective responses. Information relevancy was integrated into pleasure-arousal-dominance (PAD) emotional state model in the present study as a conceptual framework. The results of an online survey of 335 mobile phone users in the U.S. indicated the positive effects of arousal and information relevancy on pleasure. In addition, there was a significant relationship between pleasure and intention to use a LBMSS. However, the relationship between dominance and pleasure was not statistically significant. The results of the present study provides insight to retailers and marketers as to what factors they need to consider to implement location-based mobile shopping services to improve their business performance. Extended Abstract : Location aware technology has expanded the marketer's reach by reducing space and time between a consumer's receipt of advertising and purchase, offering real-time information and coupons to consumers in purchasing situations (Dickenger and Kleijnen, 2008; Malhotra and Malhotra, 2009). LBMSS increases the relevancy of SMS marketing by linking advertisements to a user's location (Bamba and Barnes, 2007; Malhotra and Malhotra, 2009). This study investigated consumer intention to use a location-based mobile shopping service (LBMSS) that integrates cognitive and affective response. The purpose of the study was to examine the relationship among information relevancy and affective variables and their effects on intention to use LBMSS. Thus, information relevancy was integrated into pleasure-arousal-dominance (PAD) model and generated the following hypotheses. Hypothesis 1. There will be a positive influence of arousal concerning LBMSS on pleasure in regard to LBMSS. Hypothesis 2. There will be a positive influence of dominance in LBMSS on pleasure in regard to LBMSS. Hypothesis 3. There will be a positive influence of information relevancy on pleasure in regard to LBMSS. Hypothesis 4. There will be a positive influence of pleasure about LBMSS on intention to use LBMSS. E-mail invitations were sent out to a randomly selected sample of three thousand consumers who are older than 18 years old and mobile phone owners, acquired from an independent marketing research company. An online survey technique was employed utilizing Dillman's (2000) online survey method and follow-ups. A total of 335 valid responses were used for the data analysis in the present study. Before the respondents answer any of the questions, they were told to read a document describing LBMSS. The document included definitions and examples of LBMSS provided by various service providers. After that, they were exposed to a scenario describing the participant as taking a saturday shopping trip to a mall and then receiving a short message from the mall. The short message included new product information and coupons for same day use at participating stores. They then completed a questionnaire containing various questions. To assess arousal, dominance, and pleasure, we adapted and modified scales used in the previous studies in the context of location-based mobile shopping service, each of the five items from Mehrabian and Russell (1974). A total of 15 items were measured on a seven-point bipolar scale. To measure information relevancy, four items were borrowed from Mason et al. (1995). Intention to use LBMSS was captured using two items developed by Blackwell, and Miniard (1995) and one items developed by the authors. Data analyses were conducted using SPSS 19.0 and LISREL 8.72. A total of usable 335 data were obtained after deleting the incomplete responses, which results in a response rate of 11.20%. A little over half of the respondents were male (53.9%) and approximately 60% of respondents were married (57.4%). The mean age of the sample was 29.44 years with a range from 19 to 60 years. In terms of the ethnicity there were European Americans (54.5%), Hispanic American (5.3%), African-American (3.6%), and Asian American (2.9%), respectively. The respondents were highly educated; close to 62.5% of participants in the study reported holding a college degree or its equivalent and 14.5% of the participants had graduate degree. The sample represents all income categories: less than $24,999 (10.8%), $25,000-$49,999 (28.34%), $50,000-$74,999 (13.8%), and $75,000 or more (10.23%). The respondents of the study indicated that they were employed in many occupations. Responses came from all 42 states in the U.S. To identify the dimensions of research constructs, Exploratory Factor Analysis (EFA) using a varimax rotation was conducted. As indicated in table 1, these dimensions: arousal, dominance, relevancy, pleasure, and intention to use, suggested by the EFA, explained 82.29% of the total variance with factor loadings ranged from .74 to .89. As a next step, CFA was conducted to validate the dimensions that were identified from the exploratory factor analysis and to further refine the scale. Table 1 exhibits the results of measurement model analysis and revealed a chi-square of 202.13 with degree-of-freedom of 89 (p =.002), GFI of .93, AGFI = .89, CFI of .99, NFI of .98, which indicates of the evidence of a good model fit to the data (Bagozzi and Yi, 1998; Hair et al., 1998). As table 1 shows, reliability was estimated with Cronbach's alpha and composite reliability (CR) for all multi-item scales. All the values met evidence of satisfactory reliability in multi-item measure for alpha (>.91) and CR (>.80). In addition, we tested the convergent validity of the measure using average variance extracted (AVE) by following recommendations from Fornell and Larcker (1981). The AVE values for the model constructs ranged from .74 through .85, which are higher than the threshold suggested by Fornell and Larcker (1981). To examine discriminant validity of the measure, we again followed the recommendations from Fornell and Larcker (1981). The shared variances between constructs were smaller than the AVE of the research constructs and confirm discriminant validity of the measure. The causal model testing was conducted using LISREL 8.72 with a maximum-likelihood estimation method. Table 2 shows the results of the hypotheses testing. The results for the conceptual model revealed good overall fit for the proposed model. Chi-square was 342.00 (df = 92, p =.000), NFI was .97, NNFI was .97, GFI was .89, AGFI was .83, and RMSEA was .08. All paths in the proposed model received significant statistical support except H2. The paths from arousal to pleasure (H1: ${\ss}$=.70; t = 11.44), from information relevancy to intention to use (H3 ${\ss}$ =.12; t = 2.36), from information relevancy to pleasure (H4 ${\ss}$ =.15; t = 2.86), and pleasure to intention to use (H5: ${\ss}$=.54; t = 9.05) were significant. However, the path from dominance to pleasure was not supported. This study investigated consumer intention to use a location-based mobile shopping service (LBMSS) that integrates cognitive and affective responses. Information relevancy was integrated into pleasure-arousal-dominance (PAD) emotional state model as a conceptual framework. The results of the present study support previous studies indicating that emotional responses as well as cognitive responses have a strong impact on accepting new technology. The findings of this study suggest potential marketing strategies to mobile service developers and retailers who are considering the implementation of LBMSS. It would be rewarding to develop location-based mobile services that integrate information relevancy and which cause positive emotional responses.

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