• Horticultural Science & Technology
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• v.34 no.3
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• pp.472-487
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• 2016

This study aimed to determine the effects of floral fragrances on human brain waves and moods. A total of 44 subjects participated in this experiment. Group 1 consisted of 11 male and 14 female college students with a mean age of 24.5 years (${\pm}2.23$) and Group 2 consisted of 10 males and 9 females with a mean age of 54.3 years (${\pm}2.98$). Subjects were exposed to floral fragrances of Rosa hybrida, 'Hera' (hereafter referred to as "rose"), Cymbidium faberi (hereafter referred to as "orchid"), or odorless control flowers (hereafter referred to as "control"). Experiments took place in three rooms (rose, orchid, and control). Electroencephalographs (EEGs) were recorded during exposure to the odors and the data were processed using quantitative electroencephalographic (QEEG) techniques. The changing EEG patterns were analyzed by brain mapping and compressed spectral arrays, and the subjects' preferences (hedonic evaluations) were quantified with an A1 index. Increased activation of absolute alpha waves was verified on six of the eight EEG channels, with the right frontal and left occipital lobes exhibiting no changes and the left parietal region showing the greatest activation. According to the QEEG measurements in the electrode sites over the frontal, temporal, parietal, and occipital lobes, the strongest absolute alpha waves were induced in the parietal lobes, followed by the temporal lobes, with the other lobes showing no significant changes. On brain maps, the orchid fragrance induced greater absolute alpha and absolute mid-beta activities compared with the rose and control fragrances, and the rose fragrance induced high absolute mid-beta activation. To identify emotional responses to floral fragrances, the subjects were requested to fill in a questionnaire and the resulting odor-related emotional descriptors were analyzed using semantic differential and factor analysis. Principal component analysis identified "elegant" as the first principal component describing the floral fragrance, followed by "refreshing" and "aromatic." The subjects gave orchid higher scores for "elegant" and "refreshing," while finding rose more "aromatic." Differences in hedonic evaluation revealed by the A1 index appeared in the 65-115 sec range of scent exposure time. The subjects with ages of around 50 years showed olfactory preferences throughout the entire experimental time of 160 sec, most markedly in the later time segment (115-165 sec), showing an increasing preference with increasing exposure time. We conclude that rose fragrance can improve concentration by creating an aromatic environment conducive to a concentrated and calm state of mind, and orchid fragrance can make people feel pampered and relaxed by creating an elegant and refreshing environment.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.30 no.3
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• pp.31-57
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• 2019

This study is to suggest the revitalization plan of military libraries, on the basis of analysis for the military library status and the results of a survey and interview with soldiers and working staff in the military libraries. To this end, first, it analyzes study trends in the operation and revitalization plan of the military libraries based on the preceding research analysis and investigates and analyzes the operation of the military libraries. Second, it identifies problems in the operation of the military libraries by comparing and analyzing between the operation of domestic military libraries and the best cases as well as the operation situation of the overseas military libraries. Third, it suggests the revitalization plan by holistically analyzing the situation and the best cases of the military libraries while finding out the problems through interviews and questionnaires. According to the analysis, first, it is necessary to expand the number of exclusive personnel with librarian qualifications and prepare standards for the placement of librarians. Second, it is necessary to develop online education to provide regular operation education for the personnel of the military libraries. Third, it is necessary to develop common manuals for working staff. Fourth, it is necessary to prepare the plan to expand the preference books of soldiers to increase reading and usage rate of the military libraries. Fifth, it is necessary to construct library space in the form of a book cafe for soldiers' knowledge development and relaxation and to locate the library in a highly accessible place. Lastly, it needs to develop the application of the military library and should lead to high interest in libraries by letting soldiers read books and post book reviews on it after work.

• Asia Marketing Journal
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• v.16 no.4
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• pp.75-87
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• 2015

As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy. HMC, one of the leading global companies in the automobile industry, set up its brand identity as "Modern premium", in alignment with their new slogan "New Thinking New Possibilities", in 2011. The aim of the "Modern premium" concept was to provide consumers with new experiences and values beyond their expectations. HMC wanted their consumers to think of their cars as not only a medium of transportation but as a life space, where they can share experiences alongside HMC. In an effort to conduct consumer research in 5 different nations, HMC selected "brilliant" as a key communication concept. The word "brilliant" expresses the functional, experiential, and emotional dimensions of HMC. HMC furthermore chose "live brilliant" as a key campaign message in order to reinforce their communication concept. After this decision, the "live brilliant" campaign was exhibited through major broadcast channels around the world. The campaign was the company's first worldwide brand campaign, where a single message was applied to all major markets, with the goal of building up a consistent image as a global brand. This global branding strategy is worth examining due to its significant contribution to growth generation in the global market. Overall, the 'live brilliant' global brand campaign not only improved HMC's reputation image-wise, with the 'Modern Premium' conceptualization of the brand as 'simple', 'creative' and 'caring', but also improved the consumer's familiarity, preference and purchase intention of HMC. In fact, the "live brilliant" campaign was a successful campaign which increased HMC's brand value. Notably, HMC's brand value increased continuously and reached 9 billion US dollars in 2013, leading it to reach 43rd place in the Global Brand Rankings according to the brand consulting group Interbrand. Its brand value largely surpassed that of Nissan (65th) and Chevrolet (89th) in 2013. While it is true that the global branding strategy of HMC involved higher risks, it was highly successful according to cross-nation consumer research. Therefore, this paper concludes that the global branding strategy of HMC made a positive impact on its performance. We further suggest HMC to combine its successful marketing with social media such as Facebook, Twitter, and Instagram and embrace digital media by extending its brand communication horizon to the mobile internet

• Journal of the Korea Society of Computer and Information
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• v.14 no.11
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• pp.53-60
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• 2009

This paper is focusing on the optimal size of internal space in which various functions are expressed by means of analogizing appropriate size of passage fitted to characters and reverse-calculating it in comparison with preexisting games, and thus increase the objectivity of data. To this end, the work of making the data objective was conducted in advance, and the experiment proceeded in the way that specially-designed Dungeon can make its way through the passage and in the situation where small-scale combats take place. In addition, the efforts were made to standardize the outcome of experiments by restricting the types of game graphics to MMO RPG. Further, the enhance the objectivity of size of the characters, the game types were limited to RPG games, and it is also adjusted to the character's face size based on the graphic designer's preference. The size of shoulders and arms of characters, inter alia, was selected as distinguishing points to be adjusted to the passage. By analyzing these data, the size of passage was re-organized according to the main characters in the MMO RPG games. Four experimental data was utilized by the 200 game experts in order to select the optimal size of passage in the game. As a consequence, the proportional correlation between character and passage movement was evaluated as successful in terms of emotional recognition.

• Design Convergence Study
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• v.14 no.2
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• pp.1-16
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• 2015

As childhood obesity and nutrition imbalance emerge as social issues in South Korea today, the development of education materials on diets and nutrition has become important and has been attempted in diverse ways. The present study was conducted on early elementary school students with the objective of establishing directions for the design of personalized nutrition education materials that can promote a proper, balanced diet for children through application in daily life of knowledge acquired from self-learning linked to nutrition education that is taking place in their schools. For this purpose, a review of previous theoretical literature on nutrition education for early elementary students was performed. Survey questions were formulated based on the advice of field experts in medicine, education, and design and the survey was conducted among 110 children from 1st and 2nd grade in two elementary schools, one in Seoul and the other in Changwon. The results obtained from the user evaluation suggested that the early elementary school students showed positive reaction to nutrition education, had preference for the type of learning using multimedia-based contents and quiz activities, were willing to learn about calorie-adjusted meals, preferred the Gothic typeface and orange and green colors. Furthermore, they showed positive opinion on the use of numerical surveying method and pictorial style similar to actual appearance in connection with nutrition-related information representation. and preferences regarding learning styles and design elements

• KSCE Journal of Civil and Environmental Engineering Research
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• v.29 no.3D
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• pp.409-418
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• 2009

The aim of this study is to analyze the evaluations and determinants on residential resettlements in accordance with urban regeneration by 7,396 samples from 19 housing redevelopment districts in Busan. The major finding on determinants on residential resettlements in accordance with urban regeneration are as follows; A binary logit model for determinants on residential resettlements in accordance with urban regeneration are composed of owner's characteristics, land and building characteristics, housing complex characteristics, and location characteristics. The significant variables in relation to owner's characteristics are owner's age, owner's place of residence, the possession period against property and investment intention. As a result of logit model for residential resettlements, it shows that the variables in relation to land and building characteristics are the land classification, the use of building, the size of land or building, the permission of building and the appraisal price on land and building. This result means that actual customer's investment connects to resettlement after redevelopment project. The other side, the housing complex variables consist of the brand of construction company, the ratio of large size housing and floor are ratio shows that improvable conditions for housing value are important factor to induce residence's resettlement. The location variables show that Dongbusan has higher probability, the reverse Jungbusan has lower probability in residential resettlement likewise residential preference.

• Journal of the Korean Society of Floral Art and Design
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• no.37
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• pp.33-48
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• 2017

This study examines garden activity and garden plant preferences for development of the garden activity program using community garden aimed for communication and integration for multicultural age. As a result, for members of multicultural society had high portion of floral arrangement and crafts, growing plants in both indoors and outdoors garden for their garden activities, and using plants for cooking, growing plants in both indoors and outdoors garden was of higher portion for native korean. In the garden plant preferences, members of multicultural society liked ornamental plants the best, due to the environmental correspondence between the plant's place of origin and their home country, while native koreans tend to prefer vegetables, reflecting the recent interest in pro-environment crops and rise in demand of urban farming, veranda gardening and weekend farming. In this study, the garden activity program for communication and integration categorized the value of garden activity into three categories; the value of respect for life, the value of consideration through caring, the value of plant ethics, based on the above preference results. The value of respect for life can be achieved by understanding the meaning of life, experiencing the will to live, and understanding the characteristics of plants and me. The value of consideration of caring comes from waiting and nurturing for living things that are different from me and adapting to the environment as a living The value of plant ethics can give us the insights for human relationships, by understanding and experiencing the natural ecosystem and plant co-existing in it. The eight-session garden activity program also went through validity verification process by experts on gardening and multiculture, and the effectiveness of the program was proved.

• Journal of Distribution Science
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• v.10 no.5
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• pp.37-44
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• 2012

In this paper, we investigate several factors that affect the locational decision of discount stores by using previous studies on the marketing area and the location of commercial facilities. We selected 21 primary variables that are expected to influence the decision of store location and, by factor analysis, grouped them into five underlying factors. Among these, the demographic factor, which shows the potential purchasing power level, had the greatest impact on the locational decision for the store. However, we found individual stores positioned according to unique locational characteristics in addition to the demographic factor. It means that we have to additionally consider if the vicinity of the market is based on any physical properties. Many previous studies proposed four decision factors for store location: the economic factor, the demographic factor, the land utilization factor, and traffic factor. However, the fivefold factors-our distinctive contribution-are more concrete and persuasive according to Korean reality. We show that location preference is based on the following criteria: (1) the area is densely populated, (2) houses stand close together, (3) residents have a high income level, (4) road traffic is developed and easy to access, and (5) public transportation is well developed. The demographic factor has the greatest impact on the location of a discount store. The number of households has a greater relevance to the demographic factor than does the individual consumer. Second, discount stores relatively prefer places where houses are located close together because such places offer easy access to the market. Third, a place whose residents have a high income level will be preferred, with its large cars and excellent traffic conditions. Fourth, a location would be highly rated if the roads around commercial facilities are well developed and their accessibility is good. Finally, discount stores must be located close to bus stops because female consumers, including housewives-the most important customers-evaluate stores based on distance. In this research, the variable of consumer attitude and preference was excluded, and the location factors of discount stores were analyzed according to a microscopic view through physical spatial data. In the future, the opening of new discount stores based on the five factors indicated above will require a comparatively shorter time from the first project feasibility analysis. In addition, the result of our study can be applied to the field of public policy for constructing and attracting large-scale distribution facilities.

• Journal of Intelligence and Information Systems
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• v.22 no.4
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• pp.247-264
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• 2016

With the rapid acceleration of low-birth rate and population aging, the employment of the neglected groups of people including the middle aged class is a crucial issue in South Korea. In particular, in the 2010s, the number of the middle aged who want to find a new job after retirement age is significantly increasing with the arrival of the retirement time of the baby boom generation (born 1955-1963). Despite the importance of matching jobs to this emerging middle aged class, private job portals as well as the Korean government do not provide any online job service tailored for them. A gigantic amount of job information is available online; however, the current recruiting systems do not meet the demand of the middle aged class as their primary targets are young workers. We are in dire need of a specially designed recruiting system for the middle aged. Meanwhile, when users are searching the desired occupations on the Worknet website, provided by the Korean Ministry of Employment and Labor, users are experiencing discomfort to search for similar jobs because Worknet is providing filtered search results on the basis of exact matches of a preferred job code. Besides, according to our Worknet data analysis, only about 24% of job seekers had landed on a job position consistent with their initial preferred job code while the rest had landed on a position different from their initial preference. To improve the situation, particularly for the middle aged class, we investigate a soft job matching technique by performing the following: 1) we review a user behavior logs of Worknet, which is a public job recruiting system set up by the Korean government and point out key system design implications for the middle aged. Specifically, we analyze the job postings that include preferential tags for the middle aged in order to disclose what types of jobs are in favor of the middle aged; 2) we develope a new occupation classification scheme for the middle aged, Korea Occupation Classification for the Middle-aged (KOCM), based on the similarity between jobs by reorganizing and modifying a general occupation classification scheme. When viewed from the perspective of job placement, an occupation classification scheme is a way to connect the enterprises and job seekers and a basic mechanism for job placement. The key features of KOCM include establishing the Simple Labor category, which is the most requested category by enterprises; and 3) we design MOMA (Middle-aged Occupation Matching Algorithm), which is a hybrid job matching algorithm comprising constraint-based reasoning and case-based reasoning. MOMA incorporates KOCM to expand query to search similar jobs in the database. MOMA utilizes cosine similarity between user requirement and job posting to rank a set of postings in terms of preferred job code, salary, distance, and job type. The developed system using MOMA demonstrates about 20 times of improvement over the hard matching performance. In implementing the algorithm for a web-based application of recruiting system for the middle aged, we also considered the usability issue of making the system easier to use, which is especially important for this particular class of users. That is, we wanted to improve the usability of the system during the job search process for the middle aged users by asking to enter only a few simple and core pieces of information such as preferred job (job code), salary, and (allowable) distance to the working place, enabling the middle aged to find a job suitable to their needs efficiently. The Web site implemented with MOMA should be able to contribute to improving job search of the middle aged class. We also expect the overall approach to be applicable to other groups of people for the improvement of job matching results.

• Journal of Distribution Research
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• v.15 no.4
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• pp.1-19
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• 2010

As having the movement of developing private brand (PB) goods, domestic big retailers are facing up with new problems. Thus, it is required studies of PB products, and how consumers recognize PB products as a consideration commodity set. Also, it is worthy in order that it gives us the important meaning on the marketing strategy with focusing on evaluating the differences between customers buying PB grocery goods with respect to demographic characteristics and purchasing behaviors. PB has some advantages for customers and retailers. However, according to AC Nielson's report (2005), Asian and emerging market has 1/5 sales relatively to Western countries. But we can assume that the emerging market has the most potential growth through this result. As a result from several other studies, it becomes necessary to not only increase the rate of selling composition of PB product temporarily, but also analyze the characteristics of customers using big retailers and segmenting customer groups to make PB product as a consideration commodity set for them. In addition, it is needed to have a variety of acts of marketing. From studies related to PB, there is a prejudice - cheap products have low quality - but, evaluation by customers who have used those products shows neutral stand, and there is a study representing that it is the most important to accumulate the belief between the retailers selling PB products and consumers using those for the accurate evaluation and intention on purchasing. Also, by the result from analyzing the characteristics of customers buying PB products, we could assume that higher income and higher education level, more preference on PB products. Especially, according to TNS's research, the primary targets of PB product are 30's who seeks value for money and planned spending habits, and 40's who have teenager children, and are interested in encouraging themselves. This paper used Probit model to analyze the characteristics of consumers. This model helps us to analyze with the variables representing the demographic characteristics of consumers (gender, age, educational level, occupation, income level, living area), and variables related to purchasing behavior (visiting frequency on big retailers, the average amount that they pay for goods in there, and check-up which brand made those goods). The method we used in this study is by man to man interview and survey on-line with the rate of 89% and 11% in Seoul and Gyunggi Province, respectively, for about one month from the beginning of February, 2008. As a result of this, under the assumption that people buy PB products more as long as they go shopping more, it was not meaningful for target groups which we pointed out as frequently visiting customers to be. Although, we have expected women buy more PB products than men do, gender doesn't mean anything for the result. And, it has inferred that married people buy more PB goods than singles do. It was also meaningless with variables related to occupation. Because housewives are often exposed to any kind of supermarket than workers are, we could not get any relatives. Moreover, we couldn't proof that younger generation prefer big retailers more than older people who 50~60's. Education levels doesn't affect on the purchase of PB product as well. Related to living area, the result is statistically not similar as we expected whether living in Seoul or not. It shows there is no relationship with the preference on retail brands and PB products, and it is similar with the study researched by TNS(2008) that customers tend to buy PB product impulsively no matter which brand it is and where they are even though their shopping place is the big market where customers are often using. Variables on which we had meaningful results are income level and living place. That is, customers who have 3,000,000~6,000,000 WON every month on average are more willing to buy PB products than other customers whose income is over 6,000,000 WON, and residents not living in Seoul prefer PB goods than those who are living in Seoul. To explain more about what we got, if there is only one condition about customer's visiting frequency on big retails, we could come up with this result that more exposed to PB products, more purchasing frequency. Consequently, it brings the important insight that large retailers have to prepare something to make customers visit them often to increase selling rate of PB products. To demonstrate the result of analyzing more, what is more efficient variables are demographically including marital status, income level, and residential area to buy items that affect the PB products and could include the frequency of visiting large markets by the purchase habits. Specifically, then, married couples rather than singles, middle-income customers than high-income customers, and local residents not living in Seoul than customers in Seoul are more likely to purchase PB goods. In addition, as long as a customer visits two times more, then the purchasing rate of PB products is to increase over 5.3%. Therefore, it seems that retailers are better to make a shopping place as fun and comfortable places. With overwhelming the idea that PB products are just cheap, one-time purchase goods, it is needed to increase the loyalty on those goods like NB products, try to make PB products as a consideration products set, and occur to sustainable sales. Especially, as suggested by this paper, it seems like it strongly needs to identify the characteristics of customers who prefer PB, to segment those customers, and to select the main target, and to do positioning with well-planned marketing strategies. Then, it is able to give us a meaningful point on marketing strategy by developing the field of PB study, identifying the difference of life style and shopping habits of customers.