• Title/Summary/Keyword: Position measurement

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Usefulness of Rotation for Toric Soft Lenses Using Objective Refraction (타각적 굴절검사를 이용한 토릭 소프트 렌즈 회전 평가의 유용성)

  • Yu, Dong-Sik;Moon, Byeong-Yeon;Son, Jeong-Sik
    • Journal of Korean Ophthalmic Optics Society
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    • v.16 no.3
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    • pp.265-272
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    • 2011
  • Purpose: The clinical usefulness of rotation evaluation using objective refraction in toric soft lenses fitting was investigated. Methods: Toric soft lenses were fitted for 32 subjects (64 eyes; mean age of 24.69 ${\pm}$ 1.65 years) with astigmatism and both eyes of each subject were fitted with toric soft lenses. Objective refraction-based lenses rotation was evaluated from refraction and over-refraction data by indirect calculating technique. These calculated data were compared with the measured data from slit lamp with direct measuring technique. Results: Orientation of toric soft lenses around zero position (within ${\pm}$ 5$^{\circ}$ vertical line) was investigated. The orientations to the direction of nose of measured and calculated values were 69.78% and 63.64%, respectively, which showed similar values between two techniques. Agreement frequency between measured and calculated values in the magnitude of lenses rotation 54.69% and 82.82% for 10$^{\circ}$ and 20$^{\circ}$ of vertical line, respectively. The 95% limits of agreement between calculation and measurement were from -10.08$^{\circ}$ to 12.65$^{\circ}$, and mean difference was 1.29$^{\circ}$ within ${\pm}$ 10$^{\circ}$. The result showed there was no significant difference (p = 0.1984) and high correlation (r = 0.56, p = 0.0004) between two techniques. But the 95% limits of agreement was widen in ${\pm}$ 20$^{\circ}$ of vertical line. The magnitude of lens rotation between two methods was 9.66 ${\pm}$ 6.16$^{\circ}$, 16.17 ${\pm}$ 12.38$^{\circ}$ and 10.58 ${\pm}$ 12.02$^{\circ}$ for normal, loose and tight fitted conditions. Conclusions: From the results with smaller difference between two techniques, it was found that higher availability of subjective over-refraction data can be used as a supplementary tool for subjective refraction. An application using objective refraction with direct measuring could be provide high success in prescription on toric soft lenses.

An Assessment of the Utility of Respiratory Synchronized Systems in the PET/CT Examination (PET-CT 검사 시 호흡 동조 시스템들의 유용성 평가)

  • Seong, Yong-Jun;Yoon, Seok-Hwan;Hyun, Jun-Ho;Lee, Hong-jae;Kim, Jin-Eui
    • The Korean Journal of Nuclear Medicine Technology
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    • v.21 no.1
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    • pp.34-38
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    • 2017
  • Purpose During PET/CT examinations, the movements of internal organs caused by respiration are captured in images during multiple breathing cycles, resulting in the increases in tumor size and effects on SUV. Respiratory synchronized systems were used to evaluate tumor sizes and SUV changes. Materials and Methods Biograph mCT 64 was used for the equipment, and RPM and Anzai systems were used for the respiratory synchronized systems. We used point source and micro-phantom for an experimentation. We were performed on 12 patients who had solid tumors discovered at the base of the lung or at the top of the liver from August through September 2016. The PET images of the exhalation-to-breathing state and the CT images of the post-exhalation suspension state were gained to evaluate changes in radioactivity concentration (KBq/mL), SUVmax, cylinder diameter (mm), and tumor diameter (cm) under the conventional Static, RPM, and Anzai methods. Results The result of measuring the radioactivity concentration of the point source was RPM 94% and Anzai 91% against Static, respectively. In the two cylinders of different radioactivity in the micro-phantom, the SUVmax increased to RPM 61% and 78%, and Anzai 58% and 77% against Static, whereas the cylinder diameters decreased by RPM -26% and -28%, and Anzai -28% and -26%, each respectively. Among the patients, the SUVmax increased from a minimum of RPM 8.2% to a maximum of 94.4% against Static, and from a minimum of Anzai 7.6% to a maximum of 68.3%, respectively. As for the tumor diameters, a minimum of RPM -7.6% to a maximum of -28.9% were achieved, while the Anzai fell by a minimum of -9.6% to a maximum of -27.7%, respectively. There was no significant difference discovered in the phantom study between the RPM and Anzai, yet there was a meaningful difference in the patients' tumors (P<0.05). Conclusion The respiratory synchronized systems of RPM and Anzai yielded no significant difference in the phantom study in which the respiration was executed at regular intervals. However, it was discovered that the patients had a meaningful difference for the irregular respiratory cycle and inter-system differences. Still, the respiratory synchronized systems would be useful for the accurate diagnosis and SUV measurement as the tumor decreased in size against the existing Static and the SUV increased.

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Design and Implementation of Quality Broker Architecture to Web Service Selection based on Autonomic Feedback (자율적 피드백 기반 웹 서비스 선정을 위한 품질 브로커 아키텍처의 설계 및 구현)

  • Seo, Young-Jun;Song, Young-Jae
    • The KIPS Transactions:PartD
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    • v.15D no.2
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    • pp.223-234
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    • 2008
  • Recently the web service area provides the efficient integrated environment of the internal and external of corporation and enterprise that wants the introduction of it is increasing. Also the web service develops and the new business model appears, the domestic enterprise environment and e-business environment are changing caused by web service. The web service which provides the similar function increases, most the method which searches the suitable service in demand of the user is more considered seriously. When it needs to choose one among the similar web services, service consumer generally needs quality information of web service. The problem, however, is that the advertised QoS information of a web service is not always trustworthy. A service provider may publish inaccurate QoS information to attract more customers, or the published QoS information may be out of date. Allowing current customers to rate the QoS they receive from a web service, and making these ratings public, can provide new customers with valuable information on how to rank services. This paper suggests the agent-based quality broker architecture which helps to find a service providing the optimum quality that the consumer needs in a position of service consumer. It is able to solve problem which modify quality requirements of the consumer from providing the architecture it selects a web service to consumer dynamically. Namely, the consumer is able to search the service which provides the optimal quality criteria through UDDI browser which is connected in quality broker server. To quality criteria value decision of each service the user intervention is excluded the maximum. In the existing selection architecture, the objective evaluation was difficult in subjective class of service selecting of the consumer. But the proposal architecture is able to secure an objectivity with the quality criteria value decision where the agent monitors binding information in consumer location. Namely, it solves QoS information of service which provider does not provide with QoS information sharing which is caused by with feedback of consumer side agents.

Investigation of Intertidal Zone using TerraSAR-X (TerraSAR-X를 이용한 조간대 관측)

  • Park, Jeong-Won;Lee, Yoon-Kyung;Won, Joong-Sun
    • Korean Journal of Remote Sensing
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    • v.25 no.4
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    • pp.383-389
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    • 2009
  • The main objective of the research is a feasibility study on the intertidal zone using a X-band radar satellite, TerraSAR-X. The TerraSAR-X data have been acquired in the west coast of Korea where large tidal flats, Ganghwa and Yeongjong tidal flats, are developed. Investigations include: 1) waterline and backscattering characteristics of the high resolution X-band images in tidal flats; 2) polarimetric signature of halophytes (or salt marsh plants), specifically Suaeda japonica; and 3) phase and coherence of interferometric pairs. Waterlines from TerraSAR-X data satisfy the requirement of horizontal accuracy of 60 m that corresponds to 20 cm in average height difference while current other spaceborne SAR systems could not meet the requirement. HH-polarization was the best for extraction of waterline, and its geometric position is reliable due to the short wavelength and accurate orbit control of the TerraSAR-X. A halophyte or salt marsh plant, Suaeda japonica, is an indicator of local sea level change. From X-band ground radar measurements, a dual polarization of VV/VH-pol. is anticipated to be the best for detection of the plant with about 9 dB difference at 35 degree incidence angle. However, TerraSAR-X HH/TV dual polarization was turned to be more effective for salt marsh monitoring. The HH-HV value was the maximum of about 7.9 dB at 31.6 degree incidence angle, which is fairly consistent with the results of X-band ground radar measurement. The boundary of salt marsh is effectively traceable specifically by TerraSAR-X cross-polarization data. While interferometric phase is not coherent within normal tidal flat, areas of salt marsh where the landization is preceded show coherent interferometric phases regardless of seasons or tide conditions. Although TerraSAR-X interferometry may not be effective to directly measure height or changes in tidal flat surface, TanDEM-X or other future X-band SAR tandem missions within one-day interval would be useful for mapping tidal flat topography.

Estimation of the Three-dimensional Vegetation Landscape of the Donhwamun Gate Area in Changdeokgung Palace through the Rubber Sheeting Transformation of (<동궐도(東闕圖)>의 러버쉬팅변환을 통한 창덕궁 돈화문 지역의 입체적 식생 경관 추정)

  • Lee, Jae-Yong
    • Korean Journal of Heritage: History & Science
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    • v.51 no.2
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    • pp.138-153
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    • 2018
  • The purpose of this study was to analyze , which was made in the late Joseon Dynasty to specify the vegetation landscape of the Donhwamun Gate area in Changdeokgung Palace. The study results can be summarized as below. First, based on "Jieziyuan Huazhuan(芥子園畵傳)", the introductory book of tree expression delivered from China in the 17th century, allowed the classification criteria of the trees described in the picture to be established and helped identify their types. As a result of the classification, there were 10 species and 50 trees in the Donhwamun Gate area of . Second, it was possible to measure the real size of the trees described in the picture through the elevated drawing scale of . The height of the trees ranged from a minimum of 4.37 m to a maximum of 22.37 m. According to the measurement results, compared to the old trees currently living in Changdeokgung Palace, the trees described in the picture were found to be produced in almost actual size without exaggeration. Thus, the measured height of the trees turned out to be appropriate as baseline data for reproduction of the vegetation landscape. Third, through the Rubber Sheeting Transformation of , it was possible to make a ground plan for the planting of on the current digital topographic map. In particular, as the transformed area of was departmentalized and control points were added, the precision of transformation improved. It was possible to grasp the changed position of planting as well as the change in planting density through a ground plan of planting of . Lastly, it was possible to produce a three-dimensional vegetation landscape model by using the information of the shape of the trees and the ground plan for the planting of . Based on the three-dimensional model, it was easy to examine the characteristics of the three-dimensional view of the current vegetation via the view axis, skyline, and openness to and cover from the adjacent regions at the level of the eyes. This study is differentiated from others in that it verified the realism of and suggested the possibility of ascertaining the original form of the vegetation landscape described in the painting.

Growth and Fruiting Characteristics and No. of Acorns/tree Allometric Equations of Quercus acuta Thunb. in Wando Island, Korea (완도지역 붉가시나무의 성장 및 결실 특성과 종실량 상대성장식)

  • Kim, Sodam;Park, In-Hyeop
    • Korean Journal of Environment and Ecology
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    • v.33 no.4
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    • pp.440-446
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    • 2019
  • This study examined the growth and fruiting characteristics and the acorns biomass allometric equation of Quercus acuta to provide reference data related to the growth and seed supply during the restoration of evergreen forest in the warm temperate zone in Wando Island, Korea. For the growth survey, we selected and cut three sample trees having a mean diameter at breast height (DBH) to investigate the growth analysis through a stem analysis. We then developed the allometric equation (Y=aX+b) of DBH and tree height growth characteristic (Y) according to the average tree age (X) of sampled trees and estimated the DBH and tree height according to the age of Quercus acuta. For the fruiting survey, we selected and cut three sample trees with full fruit in August when, they are at the early mature fruiting stage, for the analysis. To develop the acorns/tree biomass allometric equation of Quercus acuta, we selected and cut ten sample trees of evenly divided diameters. The acorns biomass allometric equation ($Y=aX^b$) was derived by analyzing the biomass (Y) and the growth characteristics (X), such as the DBH, tree height, crown width, and crown height. The allometric equations of average tree age according to DBH and tree height were Y=0506X-2.064 ($R^2=0.999$) and Y=0.321X+0689 ($R^2=0.992$), respectively. The developed allometric equations estimated that the DBH were 3.0cm, 8.1cm, 13.1cm and 18.2cm while the tree heights were 3.9m, 7.1m, 10.3m, and 13.5m when the tree ages were 10, 20, 30, and 40 years, respectively. The analysis results of fruiting characteristics showed that the length, the diameter, the number of fruits, and the number of acorns per fruiting branch had the statistically significant difference and tended to decrease from the upper part to the lower part of crown downward. The total number of acorns was 1,312 acorns/tree in the upper part, 115 acorns/tree in the middle part, and 5 acorns/tree in the lower part of the crown. The allometric equation for the amount of acorns with DBH as an independent variable was $Y=0.003X^{4.260}$ with the coefficient of determination at 0.896. Although the coefficient of determination of the allometric equation using only DBH as the independent variable was lower than that using DBH and tree height ($D^2H$), it would be more practical to consider only DBH as the independent variable because of measurement errors.

A Study on Superficial Dose of 6MV-FFF in HalcyonTM LINAC: Phantom Study (HalcyonTM 선형가속기 6MV-FFF 에너지의 표재 선량에 대한 고찰: Phantom Study)

  • Choi, Seong Hoon;Um, Ki Cheon;Yoo, Soon Mi;Park, Je Wan;Song, Heung Kwon;Yoon, In Ha
    • The Journal of Korean Society for Radiation Therapy
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    • v.32
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    • pp.31-39
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    • 2020
  • Purpose: The aims of this study were to compare the superficial dose with Optically Stimulated Luminescence Dosimeter(OSLD) measurement and Treatment Planning System(TPS) calculation for 6MV-Flattening Filter Free(FFF) energy using HalcyonTM and TrueBeamTM. Materials and methods: Phantom study was performed using the CT images of human phantom. In the treatment planning system, the Planning Target Volume(PTV) was contoured which is similar to Glottic cancer. Furthermore, Point(M), Point(R), and Point(L) were contoured at the iso-center of head and neck region and 5mm bolus was applied to the body contour. Each treatment plans using 6MV-FFF energy from HalcyonTM and TrueBeamTM with static Intensity Modulated Radiation Therapy(IMRT) and Volumetric Modulated Arc Therapy(VMAT) were established with eclipse. To reproduce the same position as the TPS, OSLDs were placed at the iso-center point and 5mm bolus was applied to compare the error rate after the dose delivery. Result: The results of the study using human phantom are as follows. In case of HalcyonTM, the mean absolute error rates of the point dose using the treatment planning system and the dose measured by OSLD were 1.7%±1.2% for VMAT and 4.0±2.8% for IMRT. Also TrueBeamTM was identified as 2.4±0.4% and 8.6±1.8% respectively for VMAT and IMRT. Conclusion: Through the results of this study, TrueBeamTM confirmed that the average error rate was 2.4 times higher for VMAT and 3.6 times higher for IMRT than HalcyonTM. Therefore, based on the results of this study, If we need a more accurate dose assessment for the superficial dose, It is expected that using HalcyonTM would be better than TrueBeamTM.

Usability assessment of thermoplastic Bolus for skin VMAT radiotherapy (피부 병변에 대한 VMAT 치료 시 열가소성 bolus의 유용성 평가: case review)

  • Kim, Min Soo;Kim, Joo Ho;Shin, Hyun Kyung;Cho, Min Seok;Park, Ga Yeon
    • The Journal of Korean Society for Radiation Therapy
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    • v.32
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    • pp.85-92
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    • 2020
  • Purpose: To find out the advantages of thermoplastic bolus compared to conventional bolus, which is mainly used in clinical practice, We evaluated Two cases in terms of dose and location reproducibility to assess Usability of thermoplastic Bolus for skin VMAT radiotherapy. Materials and Methods: Two patient's treated with left breast skin lesion were simulated using thermoplastic Bolus and planned with 2arc VMAT. the prescription dose was irradiated to 95% or more of the target volume. We evaluated The reproducibility of the bolus position by measuring the length of the air gap in the CBCT (Cone Beam CT) image. to evaluate dose reproducibility, we compared The dose distribution in the plan and CBCT and measured in vivo for patient 2. Results: The difference between the air gap in patient 1's simulation CT and the mean air gap (M1) during 10 treatments in the CBCT image was -0.42±1.24mm. In patient 2, the difference between the average air gap between the skin and the bolus (M2) during 14 treatments was -1.08±1.3mm, and the air gap between the bolus (M3) was 0.49±1.16. The difference in the dose distribution between Plan CT and CBCT was -1.38% for PTV1 D95 and 0.39% for SKIN (max) in patient 1. In patient 2, PTV1 D95 showed a difference of 0.63% and SKIN (max) -0.53%. The in vivo measurement showed a difference of -1.47% from the planned dose. Conclusion: thermoplastic Bolus is simpler and takes less time to manufacture compared to those produced by 3D printer. Also compared to conventional bolus, it has high reproducibility in the set-up side and stable results in terms of dose delivery.

Comparative Crystal Chemistry of Exchanged by Cs-, Cd-, Pb-, and Sr-synthetic Mordenite Using High Resolution X-ray Powder Diffraction (고분해능 X-선 분말 회절을 이용한 Cs-, Cd-, Pb-, Sr-으로 치환된 합성 모데나이트의 격자상수 비교 연구)

  • Lee, Soojin;Lee, Hyunseung;Seoung, Donghoon;Kim, Pyosang;Kim, Hyeonsu;Lee, Yongmoon
    • Korean Journal of Mineralogy and Petrology
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    • v.35 no.3
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    • pp.345-353
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    • 2022
  • This study aimed to fundamentally understand changes of cell parameters of cation-exchanged mordenites using high resolution X-ray powder diffraction for studies that immobilization of various heavy metal cation using synthesis mordenite (Na6.6Al6.6Si41.4O96·20.4H2O, Na-MOR). As a results of measurement by Thermogravimetric analysis (TGA), it was confirmed that 19.4, 20.4 water molecules per unit cell were present in monovalent-cation substituted MOR (Cs-MOR, Na-MOR), and 21, 23.1, 23.2 water molecules per unit cell were present in divalent-cation substituted MOR (Pb-MOR, Sr-MOR, Cd-MOR). The space group of all the samples were identified as Cmcm belonging to the orthorhombic crystal system. Compared to Na-MOR, starting material, relative peak intensity of (110) and (200) is significantly changed after cation substitution whereas peak position is almost similar. Also, (220) peak that was not found in Na-MOR was clearly observed in Pb-, Cd- and Sr-exchanged MOR. Thus, it was estimated that changes of atomic distribution usually occurred on ab-plane while changes of cell parameters were little. Detailed changes in the cell parameters of cation-exchanged mordenites were derived from whole profile fitting method using the GSAS suite program. Changes in the axial lengths and unit cell volume of cation substitution showed different relationship depending on ionic radius and charge number. In case of monovalent-cation substituted MOR, the length of a-axis increases whereas the length of b- and c-axis decrease by absorbed cation radius. In the case of divalent-cation exchanged MOR, the length of a-axis usually decreases while the length of b- and c-axis increases by cation radius. It was confirmed that unit cell volume of monovalent and divalent cation substituted MORs had an independent tendency by cation radius.

Perceptional Change of a New Product, DMB Phone

  • Kim, Ju-Young;Ko, Deok-Im
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.3
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    • pp.59-88
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    • 2008
  • Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

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