• Title/Summary/Keyword: Production step

Search Result 1,191, Processing Time 0.032 seconds

A Study on the Effect of Students' Problem Solving Ability and Satisfactions in Woodworking Product Making Program Using Design Thinking (목공 제품 제작 활동에서 디자인 씽킹의 활용이 학생들의 만족도와 문제해결력에 미치는 영향)

  • Kim, SeongIl
    • 대한공업교육학회지
    • /
    • v.44 no.2
    • /
    • pp.142-163
    • /
    • 2019
  • The purpose of this study is to analyze the effect of problem solving ability and satisfaction of university students who are pre-technology teachers in woodworking products(birdhouse) making program using design thinking. Survey responses are analyzed by statistical programs(SPSS ver.20) such as satisfaction, confidence in problem solving, difficulties and causes of difficulties according to gender and grade of 33 students who conducted experience programs in extra-curricular programs to improve creativity and problem solving ability. The main conclusions of this study are as follows: First, the average of total satisfaction about experience programs is 4.39, which is somewhat high. The highest average response is 'feelings of accomplishment' and 'advice in the surroundings'(M = 4.46). There is no significant difference between male and female, and grade. The students interest in group-based different birdhouse woodworking together with the help of the surrounding people by the process of design thinking rather than practice to follow. Therefore, I'd like to recommend to other students due to this program shows a high self-confidence, sense of accomplishment, and satisfaction. Second, the total average response of students 'self-confidence for problem solving at the group based making experience program using design thinking is 3.80. In result of group activities, the students have self-confidence of 'problem-solving ability and deal with difficult situations'. Later, in making programs, complementing difficulties of making can enhance the satisfaction of the students. Third, in the survey questionnaire related with problem solving ability confidence, between 'I have the ability to solve many problems' and 'I always have the ability to cope with new and difficult business situations' show the highest correlation. Therefore, in order to improve self-confidence of problem solving ability, it is necessary to prepare teaching learning programs that can strengthen problem solving ability. Fourth, in the new design and making process not a given product design, the most difficult step is 'the process of rework and modifying idea product'. The main reason that students have difficulty in the production process is 'lack of knowledge and ability to produce'. To make various woodworking products using design thinking process, it can be helpful to make works if you have enough training on woodworking and design thinking before product making. The students' satisfaction about team-based learning using design thinking that helps improving creativity and problem solving ability is high. Therefore, the result of the research in other making activity program that design thinking is applied and analyzed can improve students' problem solving ability.

Performance of Upflow Anaerobic Bioelectrochemical Reactor Compared to the Sludge Blanket Reactor for Acidic Distillery Wastewater Treatment (상향류식 혐기성 슬러지 블랭킷 반응조에 비교한 생물전기화학 반응조의 산성 주정폐수처리성능)

  • Feng, Qing;Song, Young-Chae;Yoo, Kyuseon;Lal, Banwari;Kuppanan, Nanthakumar;Subudhi, Sanjukta
    • Journal of Korean Society of Environmental Engineers
    • /
    • v.38 no.6
    • /
    • pp.279-290
    • /
    • 2016
  • The performance of upflow anaerobic bioelectrochemical reactor (UABE), equipped with electrodes (anode and cathode) inside the upflow anaerobic reactor, was compared to that of upflow anaerobic sludge blanket (UASB) reactor for the treatment of acidic distillery wastewater. The UASB was stable in pH, alkalinity and VFAs until the organic loading rate (OLR) of 4.0 g COD/L.d, but it became unstable over 4.0 g COD/L.d. As a response to the abrupt doubling in OLR, the perturbation in the state variables for the UABE was smaller, compared to the UASB, and quickly recovered. The UABE stability was better than the UASB at higher OLR of 4.0-8.0 g COD/L.d, and the UABE showed better performance in specific methane production rate (2,076mL $CH_4/L.d$), methane content in biogas (66.8%), and COD removal efficiency (82.3%) at 8.0 g COD/L.d than the UASB. The maximum methane yield in UABE was about 407mL/g $COD_r$ at 4.0 g COD/L.d, which was considerably higher than about $282mL/g\;COD_r$ in UASB. The rate limiting step for the bioelectrochemical reaction in UABE was the oxidation of organic matter on the anode surface, and the electrode reactions were considerably affected by the pH at 8.0 g COD/L.d of high OLR. The maximum energy efficiency of UABE was 99.5%, at 4.0 g COD/L.d of OLR. The UABE can be an advanced high rate anaerobic process for the treatment of acidic distillery wastewater.

Studies on the Iron Component of Soy Sauce, Bean Paste and Red Pepper Paste -Part I. Iron Content of Soy Sauce- (장류(醬類)의 철분(鐵分)에 관(關)한 연구(硏究) - 제1보(第一報). 간장중의 철분함량(鐵分含量) -)

  • Yoo, Hai-Yul;Park, Yoon-Joong;Lee, Suk-Kun;Son, Cheon-Bae
    • Applied Biological Chemistry
    • /
    • v.22 no.3
    • /
    • pp.160-165
    • /
    • 1979
  • This study was carried out to investigate effects of iron content on the quality of soy sauce, bean paste and red pepper paste, and to elucidate the origin of iron and change of the contents during production processes. For the first step, the iron contents in commercial soy sauce and changes of the contents during brewing process were determined. The results obtained were as follows. 1, Iron contents of raw materials were 108 ppm in soy bean, 133ppm in defatted soy bean, 79 ppm in wheat, 5 ppm in sodium chloride, 58 ppm in seed koji, 300-2000 ppm in spore of Aspergillus oryzae, 240 ppm in wheat gluten, 20 ppm in sodium carbonate (above figures were of dry weight basis), 6 ppm in hydrochloric acid, 18 ppm in caramel and 0.3ppm in brewing water respectively. 2, Iron contents in koji were 200-240 ppm (as dry weight basis) and increased, more or less, in progress of koji-making period. 3. Iron contents in the mashes during fermentation were 40 rpm after 1 month, 43-47 ppm after 3 months and 49-62ppm after 6 months. 4. In chemical soy sauce, the iron content was 159 ppm after hydrolysis of wheat gluten with hydrochloric acid, and 184 ppm after neutralization. 5. Higher iron contents were detected both in fermented and chemical soy sauce when the concentration of total nitrogen increased, but the levels were higher in chemical soy sauce than in fermented one at the same concentration of total nitrogen. 6. In the case of fermented soy sauce, the iron content in the filtrate was decreased by press-filtration, but no significant change was found between before and after heat-sterilization. 7. Iron contents in commercial soy sauce were varied with the producers, however, the average value was 62.7 ppm as calculated as 1.0 percent of total nitrogen. And the average level of iron in home-made soy sauce produced by conventional method was 37.68 ppm.

  • PDF

An Oceanic Current Map of the East Sea for Science Textbooks Based on Scientific Knowledge Acquired from Oceanic Measurements (해양관측을 통해 획득된 과학적 지식에 기반한 과학교과서 동해 해류도)

  • Park, Kyung-Ae;Park, Ji-Eun;Choi, Byoung-Ju;Byun, Do-Seong;Lee, Eun-Il
    • The Sea:JOURNAL OF THE KOREAN SOCIETY OF OCEANOGRAPHY
    • /
    • v.18 no.4
    • /
    • pp.234-265
    • /
    • 2013
  • Oceanic current maps in the secondary school science and earth science textbooks have played an important role in piquing students's inquisitiveness and interests in the ocean. Such maps can provide students with important opportunities to learn about oceanic currents relevant to abrupt climate change and global energy balance issues. Nevertheless, serious and diverse errors in these secondary school oceanic current maps have been discovered upon comparison with up-to-date scientific knowledge concerning oceanic currents. This study presents the fundamental methods and strategies for constructing such maps error-free, through the unification of the diverse current maps currently in the textbooks. In order to do so, we analyzed the maps found in 27 different textbooks and compared them with other up-to-date maps found in scientific journals, and developed a mapping technique for extracting digitalized quantitative information on warm and cold currents in the East Sea. We devised analysis items for the current visualization in relation to the branching features of the Tsushima Warm Current (TWC) in the Korea Strait. These analysis items include: its nearshore and offshore branches, the northern limit and distance from the coast of the East Korea Warm Current, outflow features of the TWC near the Tsugaru and Soya Straits and their returning currents, and flow patterns of the Liman Cold Current and the North Korea Cold Current. The first draft of the current map was constructed based upon the scientific knowledge and input of oceanographers based on oceanic in-situ measurements, and was corrected with the help of a questionnaire survey to the members of an oceanographic society. In addition, diverse comments have been collected from a special session of the 2013 spring meeting of the Korean Oceanographic Society to assist in the construction of an accurate current map of the East Sea which has been corrected repeatedly through in-depth discussions with oceanographers. Finally, we have obtained constructive comments and evaluations of the interim version of the current map from several well-known ocean current experts and incorporated their input to complete the map's final version. To avoid errors in the production of oceanic current maps in future textbooks, we provide the geolocation information (latitude and longitude) of the currents by digitalizing the map. This study is expected to be the first step towards the completion of an oceanographic current map suitable for secondary school textbooks, and to encourage oceanographers to take more interest in oceanic education.

Base Study Related with Development of Natural Bio-Adhesives Using Seaweeds (해초류를 이용한 천연 바이오 접착제 개발 기반 연구)

  • Han, Won-Sik;Oh, Seung-Jun;kim, Young-Mi;Lee, You-Jin;Kim, Ye-Jin;Park, Min-Seon;Wi, Koang-Chul
    • Journal of Conservation Science
    • /
    • v.34 no.6
    • /
    • pp.595-604
    • /
    • 2018
  • In this study, in a bid to develop natural bioadhesives for paper craft, the hanji industry, and preserving cultural assets, complex polysaccharides were extracted from brown and red algae and used as an ingredient in adhesives. Brown algae include sea trumpet, kelp, sea oak, and sea mustard, whereas red algae include Pachymeniopsis elliptica agar-agar weed, Gloiopeltis tenax, and hunori. The polysaccharides were extracted after transforming them from non-aqueous Ca complexes contained in each of the brown and red algae into water-soluble polysaccharides containing alkali metals with a solubility level of 1. and extracted Subsequently, only the polysaccharides were extracted using alcohol precipitation. The adhesion tensile strengths of kelp, a brown algae, and Pachymeniopsis elliptica, a red algae, were 21.58 and 32.99 kgf, respectively. They thus demonstrated better adhesion than that of solid glue products such as water plants (18.45 kgf) and glue sticks (20.45 kgf). The extraction yield of these polysaccharides is supposed to be determined according to their extracted environments; however, no difference in adhesion strength was seen. Further, it was found that the shapes of polysaccharides were determined by their growing environment instead of extraction environment. Use of multi-step alcohol precipitation method during extraction enabled the removal of the constituents except protein and other polysaccharides, thereby demonstrating a stable outcome without cultivation of mold. Furthermore, there was no occurrence of mold even after production of the adhesives by the simple solution method, which demonstrates the adhesive's potential as an environment-friendly adhesive material.

Documentation of a Forgotten Journey: A Study on Haenghaeng Ilgi (Diary of a Royal Trip) in the Collection of the National Museum of Korea (사도세자 1761년 평양 밀행의 기록 - 국립중앙박물관 소장 <행행일기(幸行日記)> 연구)

  • Kim, Gyuhun
    • MISULJARYO - National Museum of Korea Art Journal
    • /
    • v.97
    • /
    • pp.69-86
    • /
    • 2020
  • Haenghaeng Ilgi (Diary of a Royal Trip) (koo 7152; hereafter Ilgi) in the collection of the National Museum of Korea provides an account of Crown Prince Sado's incognito royal visit to Pyeongyang in the fourth month of 1761. Ilgi was written by Ham Daeil, a low-ranking military officer in Pyeongyang. Ham was singled out for praise by Crown Prince Sado (1735-1762) and served the prince from the seventh day of the fourth month to the first day of the fifth month. Ilgi documented the deeds of Crown Prince Sado during this period and provides detailed information on his incognito visit to Pyeongyang, which was not officially recorded. Ilgi shows characteristics differentiating it from many other diaries. For example, the quality of the paper, neat handwriting, and well-organized sentences differ from those of common diaries. These distinctions indicate that Ilgi is closer to an official document than a private diary written by an individual. Since Ilgi records Crown Prince Sado's incognito visit to Pyeongyang, is only vaguely known otherwise, its contents need to be examined in terms of whether or not they are fully factual. As the first step in such verification, It is traced that Ham Daeil's family history which turned out to match what is written in Ilgi. Moreover, Ilgi mentions about Prince Crown Sado's writing a piece of calligraphy, and a matching piece of calligraphy written by Sado still survives today. It can be confirmed that the contents of Ilgi are factual in at least these regards. However, although Crown Prince Sado was known to have met people from various social classes during his visit to Pyeongyang, Ilgi focuses only on Crown Prince Sado and Ham Daeil. This suggests the possibility that the surviving version of Ilgi may be an edited condensation based on original texts containing more complete information on Crown Prince Sado's visit. Ilgi is presumed to have been produced during the generation of Ham Jeonghui, a son of Ham Daeil. The dates of birth and death of Ham Daeil fall during the reign of King Yeongjo. It is unlikely that any records regarding Crown Prince Sado would have been published while King Yeongjo, who was hostile to Sado, ruled the country. Ilgi also provides strong evidence that Ham Jeonghui presented the subsequent king, King Jeongjo, with the calligraphy by Crown Prince Sado and the diary. It is unclear if the book Ham Jeonghui presented him was the same as the extant version of Ilgi. Nonetheless, considering the situation at the time when King Jeongjo was pursuing several projects to honor his father Sado, it is highly probable that Ilgi was produced during the reign of King Jeongjo. The periods of presenting the calligraphy and the diary respectively overlapped with the production of Hyeollyungwon, the royal tomb of Crown Prince Sado, and Sado's sixtieth birthday. Therefore, is it considered reasonable that Ham Jeonghui produced Ilgi to promote his own social ambitions.

Toward Cinema for All People -Barrier-free Films and Cultural Civil Rights ('더 많은' 모두를 위한 영화 -배리어프리 영상과 문화적 시민권)

  • Lee, Hwa-Jin
    • Journal of Popular Narrative
    • /
    • v.25 no.4
    • /
    • pp.263-288
    • /
    • 2019
  • Barrier-free films enhance accessibility to audiovisual image contents by providing specific information on screen and through sound so that people with vision or hearing loss can receive the same amount of information as those without disabilities and immerse themselves in the audiovisual images. This study pays attention to barrier-free audiovisual contents in relation to the cultural civil rights of people with vision or hearing loss in South Korea. While institutional efforts have been made in the 2010s to improve the access to audiovisual media of people with vision or hearing loss, the goal of enabling people with vision or hearing loss to fully enjoy all audiovisual contents at a level equal to the non-disabled has not yet been realized. Amid the lingering conflict between disabled groups and multiplexes that has lasted years, the global video streaming service Netflix has aggressively threatened the dominance of local multiplexes with the launch of its Korean service. As Netflix, which is subject to U.S. regulations guaranteeing the rights of people with vision or hearing loss, has produced original dramas and movies involving Korean production teams, the cultural civil rights discourse of the disabled has transitioned to the issue of the rights of cultural consumers crossing national borders in the era of globalization. Changes in the media environment raise the issue of civil rights guarantees in which disabled people enjoy the right to simultaneously watch movies and comment on movies by participating in a common discourse, equally with non-disabled people. The "right to be part of the audience for Korean cinema" for Korean deaf people, which has long been neglected, should also be considered as a cultural civil right that crosses the boundaries of language, nation and disabilities. This essay examines the current issues surrounding the right to cultural entertainment of people with vision or hearing loss in South Korea in conjunction with the contemporary trend of rapid changes in the media environment and the global spread of the movement for cultural civil rights of people with disabilities, and suggests the need for visual culture studies to take a serious step toward disability studies.

Design and Implementation of IoT based Low cost, Effective Learning Mechanism for Empowering STEM Education in India

  • Simmi Chawla;Parul Tomar;Sapna Gambhir
    • International Journal of Computer Science & Network Security
    • /
    • v.24 no.4
    • /
    • pp.163-169
    • /
    • 2024
  • India is a developing nation and has come with comprehensive way in modernizing its reducing poverty, economy and rising living standards for an outsized fragment of its residents. The STEM (Science, Technology, Engineering, and Mathematics) education plays an important role in it. STEM is an educational curriculum that emphasis on the subjects of "science, technology, engineering, and mathematics". In traditional education scenario, these subjects are taught independently, but according to the educational philosophy of STEM that teaches these subjects together in project-based lessons. STEM helps the students in his holistic development. Youth unemployment is the biggest concern due to lack of adequate skills. There is a huge skill gap behind jobless engineers and the question arises how we can prepare engineers for a better tomorrow? Now a day's Industry 4.0 is a new fourth industrial revolution which is an intelligent networking of machines and processes for industry through ICT. It is based upon the usage of cyber-physical systems and Internet of Things (IoT). Industrial revolution does not influence only production but also educational system as well. IoT in academics is a new revolution to the Internet technology, which introduced "Smartness" in the entire IT infrastructure. To improve socio-economic status of the India students must equipped with 21st century digital skills and Universities, colleges must provide individual learning kits to their students which can help them in enhancing their productivity and learning outcomes. The major goal of this paper is to present a low cost, effective learning mechanism for STEM implementation using Raspberry Pi 3+ model (Single board computer) and Node Red open source visual programming tool which is developed by IBM for wiring hardware devices together. These tools are broadly used to provide hands on experience on IoT fundamentals during teaching and learning. This paper elaborates the appropriateness and the practicality of these concepts via an example by implementing a user interface (UI) and Dashboard in Node-RED where dashboard palette is used for demonstration with switch, slider, gauge and Raspberry pi palette is used to connect with GPIO pins present on Raspberry pi board. An LED light is connected with a GPIO pin as an output pin. In this experiment, it is shown that the Node-Red dashboard is accessing on Raspberry pi and via Smartphone as well. In the final step results are shown in an elaborate manner. Conversely, inadequate Programming skills in students are the biggest challenge because without good programming skills there would be no pioneers in engineering, robotics and other areas. Coding plays an important role to increase the level of knowledge on a wide scale and to encourage the interest of students in coding. Today Python language which is Open source and most demanding languages in the industry in order to know data science and algorithms, understanding computer science would not be possible without science, technology, engineering and math. In this paper a small experiment is also done with an LED light via writing source code in python. These tiny experiments are really helpful to encourage the students and give play way to learn these advance technologies. The cost estimation is presented in tabular form for per learning kit provided to the students for Hands on experiments. Some Popular In addition, some Open source tools for experimenting with IoT Technology are described. Students can enrich their knowledge by doing lots of experiments with these freely available software's and this low cost hardware in labs or learning kits provided to them.

Development of deep learning network based low-quality image enhancement techniques for improving foreign object detection performance (이물 객체 탐지 성능 개선을 위한 딥러닝 네트워크 기반 저품질 영상 개선 기법 개발)

  • Ki-Yeol Eom;Byeong-Seok Min
    • Journal of Internet Computing and Services
    • /
    • v.25 no.1
    • /
    • pp.99-107
    • /
    • 2024
  • Along with economic growth and industrial development, there is an increasing demand for various electronic components and device production of semiconductor, SMT component, and electrical battery products. However, these products may contain foreign substances coming from manufacturing process such as iron, aluminum, plastic and so on, which could lead to serious problems or malfunctioning of the product, and fire on the electric vehicle. To solve these problems, it is necessary to determine whether there are foreign materials inside the product, and may tests have been done by means of non-destructive testing methodology such as ultrasound ot X-ray. Nevertheless, there are technical challenges and limitation in acquiring X-ray images and determining the presence of foreign materials. In particular Small-sized or low-density foreign materials may not be visible even when X-ray equipment is used, and noise can also make it difficult to detect foreign objects. Moreover, in order to meet the manufacturing speed requirement, the x-ray acquisition time should be reduced, which can result in the very low signal- to-noise ratio(SNR) lowering the foreign material detection accuracy. Therefore, in this paper, we propose a five-step approach to overcome the limitations of low resolution, which make it challenging to detect foreign substances. Firstly, global contrast of X-ray images are increased through histogram stretching methodology. Second, to strengthen the high frequency signal and local contrast, we applied local contrast enhancement technique. Third, to improve the edge clearness, Unsharp masking is applied to enhance edges, making objects more visible. Forth, the super-resolution method of the Residual Dense Block (RDB) is used for noise reduction and image enhancement. Last, the Yolov5 algorithm is employed to train and detect foreign objects after learning. Using the proposed method in this study, experimental results show an improvement of more than 10% in performance metrics such as precision compared to low-density images.

Perceptional Change of a New Product, DMB Phone

  • Kim, Ju-Young;Ko, Deok-Im
    • Journal of Global Scholars of Marketing Science
    • /
    • v.18 no.3
    • /
    • pp.59-88
    • /
    • 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.

  • PDF