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A Critical Approach on Environmental Education Biased to Environmental Possibilism - From Clearing up the Cause to Problem-Solving Mechanism - (환경관리주의 환경교육에 대한 비판적 고찰 - 원인규명에서 해결기제로의 전환을 위하여 -)

  • Kim, Tae-Kyung
    • Hwankyungkyoyuk
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    • v.18 no.3 s.28
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    • pp.59-74
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    • 2005
  • We can't deny Korean EE has basically developed on the basis of Environmental Possibilism (Environmental management or Reformism) in lots of aspects. I would show three representative proofs here, the first, the philosophy of Korean EE has been mainly focused on dichotomy of human-techno centrism and eco-centrism with no considering other alternative environmentalism since 4th Formal Curriculum, 1981. The second, simultaneously, the concept of EE has not distinguished from it of Science education. (Furthermore, unfortunately some says EE has been a part of Science education, although there should be many differences on its contextual aspect.) And the third one is that the limit of possibilism which market economists have worried, has scarcely mentioned in various kinds of EE-related teaching materials. Possibilism is basically likely to be accompanied by science and economics-oriented approach, and in this aspect this dichotomy, human-techno centrism and eco-centrism, has come from perspectives of Economical development process and over-addicted belief to Science. So it is enough to say that Korean EE has basically developed with biased to Environmental possibilism, in other words, biased to preference to it. And I'll critically focus on these two axes of possibilism, Science and Economics and its dichotomy. Of course, we should accept there are so many same parts in its contents between EE and Science, but we should know its contextual differences for triangular position of environmentalism suitable to EE and also overcome science-dependant approach to EE. Although science-dependant approach to EE and dichotomy could provide some tools for clearing up the causes of environmental problem, especially always it has insisted fundamental causes of environmental problem originated in human faults and over-use of eco-source or over-economic development, but now it is old-fashioned discourse, furthermore it come to have unavoidable limits in the debates of problem-solving mechanism to environmental problems. The paramount important thing is to supply the ways or thoughtful mechanism for solving or coordinating the Environmental problems, not just searching for cause of it. But scientific approach and its dichotomy based on possibilism have continuously born cause & effect in EE-related discourse. So there are so much needs to transfer from continuous bearing of cause & effect to constructive alternatives at least in environmentalism of EE. Traditionally, dichotomical division in EE Environmentalism, human-techno centrism and eco-centrism, couldn't have Provided any answers to our real society, it just gives us only cause & effects of Environmental problems. And also we can't find the description on the limits of capitalism market approach to Environmental problems especially in Korean EE text books, other teaching materials and its teaching-learning process, although market approach economist has been proved its fault beyond its functional merits as Environmental management tools. So we should introduce other alternative Environmental philosophy instead of Possibilism such as eco-socialism insisted by Schmacher M. and Boochin etc, or marxist-environmentalism for relative and comparative views to market-thought such as commodification. In this aspect we need to accept Oriental philosophy based on moderation(中庸) as new another alternatives with the reflection that we have recognized monism as representative Oriental philosophical environmentalism. Fundamentally monism has done its role with providing relative concepts to Dichotomy Enlightenment, but we can't say it has been core concept for understanding of oriental environmentalism, and we can't distinguish monism from oriental philosophy itself, just because oriental thought itself was basically monism. So conceptual difference should be recognized between EE and Science education in teaching-learning process on the basis of life-philosophy(Philosophie des Lebens) from epistemology. For this transformation, we should introduce existentialism in Science education, in other words, only existential Science education based on phenomenology or interpretivism can be EE. And simultaneously we need some ways for overcoming of scientific foundationalism which has been tradition making science not stand on existentialism, formulating and featuring of almost all of natural things and its phenomenon from after enlightenment in western world, but it has malfunctioned in fixing conception of science just into essentialism itself. And we also introduce integrated approach to science and society for EE like STS. Those are ways for overcoming of Environmental possibilism in EE.

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Crosshole EM 2.5D Modeling by the Extended Born Approximation (확장된 Born 근사에 의한 시추공간 전자탐사 2.5차원 모델링)

  • Cho, In-Ky;Suh, Jung-Hee
    • Geophysics and Geophysical Exploration
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    • v.1 no.2
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    • pp.127-135
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    • 1998
  • The Born approximation is widely used for solving the complex scattering problems in electromagnetics. Approximating total internal electric field by the background field is reasonable for small material contrasts as long as scatterer is not too large and the frequency is not too high. However in many geophysical applications, moderate and high conductivity contrasts cause both real and imaginary part of internal electric field to differ greatly from background. In the extended Born approximation, which can improve the accuracy of Born approximation dramatically, the total electric field in the integral over the scattering volume is approximated by the background electric field projected to a depolarization tensor. The finite difference and elements methods are usually used in EM scattering problems with a 2D model and a 3D source, due to their capability for simulating complex subsurface conductivity distributions. The price paid for a 3D source is that many wavenumber domain solutions and their inverse Fourier transform must be computed. In these differential equation methods, all the area including homogeneous region should be discretized, which increases the number of nodes and matrix size. Therefore, the differential equation methods need a lot of computing time and large memory. In this study, EM modeling program for a 2D model and a 3D source is developed, which is based on the extended Born approximation. The solution is very fast and stable. Using the program, crosshole EM responses with a vertical magnetic dipole source are obtained and the results are compared with those of 3D integral equation solutions. The agreement between the integral equation solution and extended Born approximation is remarkable within the entire frequency range, but degrades with the increase of conductivity contrast between anomalous body and background medium. The extended Born approximation is accurate in the case conductivity contrast is lower than 1:10. Therefore, the location and conductivity of the anomalous body can be estimated effectively by the extended Born approximation although the quantitative estimate of conductivity is difficult for the case conductivity contrast is too high.

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Development of Rubber Damper of Flywheel for Diesel Engine (디젤기관(機關) 플라이휠의 고무댐퍼 개발(開發))

  • Myung, Byung Soo;Kim, Sung Rai
    • Korean Journal of Agricultural Science
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    • v.20 no.1
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    • pp.68-87
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    • 1993
  • Data acquisition system and computer program developed in this study could be well used in engine vibration analysis. The system and program developed were also operated to be able to control measuring interval, number of channels, number of data. The flywheel was specially studied to provide the proper weight with rubber damper for the engine design at low level of vibration. This study was conducted to obtain basic data which affect the engine vibration. The experiment of this study was performed on original weight flywheel, weight-reduced flywheel, weight-reduced and rubber-coated flywheel, weight-reduced and damper-attached flywheel. Avarage of peak value, maximum vibration, power spectrum density based on FFT analysis are major factors of this experiment. Results were obtained as follows : 1. When rubber was inserted in the flywheel rim of which weight was reduced from 32.2kgf to 24.4kgf, maximum vibration of the engine was decreased 48.3% at X axis, 35.5% at Y axis and 34.6% at Z axis in comparison with the flywheel of original weight. 2. When the flywheel of rubber damper was compared with the original flywheel, the average of absolute vibration for rubber damped flywheel was decreased at X, Y, Z axis and especially its decreasing rate was so high at X-axis comparing with the other flywheel, which implied that rubber damper was very useful to reducing the vibration of the engine at X axis. 3. Hysteresis losses of X, Y, Z axis were greatly decreased in the flywheel with rubber damper on rim. 4. Damped oscillation effect on X and Y axis vibration above average peak vibration by the flywheel of rubber damper on rim was larger than those by the other flywheels. 5. Power spectrums of vibration at real and imaginery part were bi-mode type. The vibration frequency of rubber dampered flywheel which weight is decreased was slightly increased as compared with original flywheel.

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A Study on Improvement of the police disaster crisis management system (경찰의 재난위기관리 개선에 관한 연구)

  • Chun, Yongtae;Kim, Moonkwi
    • Journal of the Society of Disaster Information
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    • v.11 no.4
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    • pp.556-569
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    • 2015
  • With about 75% of the population of Korea criticizing the government's disaster policy and a failure to respond to large-scale emergency like the Sewol ferry sinking means that there is a deep distrust in the government. In order to prevent dreadful disasters such as the Sewol ferry sinking, it is important to secure a prime time with respect to disaster safety. Improving crisis management skills and managerial role of police officers who are in close proximity to the people is necessary for the success of disaster management. With disaster management as one of the most essential missions of the police, as a part of a national crisis management, a step by step strengthening of the disaster safety management system of the police is necessary, as below. First, at the prevention phase, law enforcement officers were not injected into for profit large-scale assemblies or events, but in the future the involvement, injection should be based on the level of potential risk, rather than profitability. In the past and now, the priortiy was the priority was on traffic flow, traffic communication, however, the paradigm of traffic policy should be changed to a safety-centered policy. To prevent large-scale accidents, police investigators should root out improper routines and illegal construction subcontracting. The police (intelligence) should strengthen efforts to collect intelligence under the subject of "safety". Second, with respect to the preparatory phase, on a survey of police officers, the result showed that 72% of police officers responded that safety management was not related to the job descriptions of the police. This, along with other results, shows that the awareness of disaster safety must be adopted by, or rather changed in the police urgently. The training in disaster safety education should be strengthened. A network of experts (private, administrative, and police) in safety management should be established to take advantage of private resources with regard to crisis situtions. Third, with respect to the response phase, for rapid first responses to occur, a unified communication network should be established, and a real-time video information network should be adopted by the police and installed in the police situation room. Fourth, during the recovery phase, recovery teams should be injected, added and operated to minimize secondary damage.

User-Perspective Issue Clustering Using Multi-Layered Two-Mode Network Analysis (다계층 이원 네트워크를 활용한 사용자 관점의 이슈 클러스터링)

  • Kim, Jieun;Kim, Namgyu;Cho, Yoonho
    • Journal of Intelligence and Information Systems
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    • v.20 no.2
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    • pp.93-107
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    • 2014
  • In this paper, we report what we have observed with regard to user-perspective issue clustering based on multi-layered two-mode network analysis. This work is significant in the context of data collection by companies about customer needs. Most companies have failed to uncover such needs for products or services properly in terms of demographic data such as age, income levels, and purchase history. Because of excessive reliance on limited internal data, most recommendation systems do not provide decision makers with appropriate business information for current business circumstances. However, part of the problem is the increasing regulation of personal data gathering and privacy. This makes demographic or transaction data collection more difficult, and is a significant hurdle for traditional recommendation approaches because these systems demand a great deal of personal data or transaction logs. Our motivation for presenting this paper to academia is our strong belief, and evidence, that most customers' requirements for products can be effectively and efficiently analyzed from unstructured textual data such as Internet news text. In order to derive users' requirements from textual data obtained online, the proposed approach in this paper attempts to construct double two-mode networks, such as a user-news network and news-issue network, and to integrate these into one quasi-network as the input for issue clustering. One of the contributions of this research is the development of a methodology utilizing enormous amounts of unstructured textual data for user-oriented issue clustering by leveraging existing text mining and social network analysis. In order to build multi-layered two-mode networks of news logs, we need some tools such as text mining and topic analysis. We used not only SAS Enterprise Miner 12.1, which provides a text miner module and cluster module for textual data analysis, but also NetMiner 4 for network visualization and analysis. Our approach for user-perspective issue clustering is composed of six main phases: crawling, topic analysis, access pattern analysis, network merging, network conversion, and clustering. In the first phase, we collect visit logs for news sites by crawler. After gathering unstructured news article data, the topic analysis phase extracts issues from each news article in order to build an article-news network. For simplicity, 100 topics are extracted from 13,652 articles. In the third phase, a user-article network is constructed with access patterns derived from web transaction logs. The double two-mode networks are then merged into a quasi-network of user-issue. Finally, in the user-oriented issue-clustering phase, we classify issues through structural equivalence, and compare these with the clustering results from statistical tools and network analysis. An experiment with a large dataset was performed to build a multi-layer two-mode network. After that, we compared the results of issue clustering from SAS with that of network analysis. The experimental dataset was from a web site ranking site, and the biggest portal site in Korea. The sample dataset contains 150 million transaction logs and 13,652 news articles of 5,000 panels over one year. User-article and article-issue networks are constructed and merged into a user-issue quasi-network using Netminer. Our issue-clustering results applied the Partitioning Around Medoids (PAM) algorithm and Multidimensional Scaling (MDS), and are consistent with the results from SAS clustering. In spite of extensive efforts to provide user information with recommendation systems, most projects are successful only when companies have sufficient data about users and transactions. Our proposed methodology, user-perspective issue clustering, can provide practical support to decision-making in companies because it enhances user-related data from unstructured textual data. To overcome the problem of insufficient data from traditional approaches, our methodology infers customers' real interests by utilizing web transaction logs. In addition, we suggest topic analysis and issue clustering as a practical means of issue identification.

ATM Cell Encipherment Method using Rijndael Algorithm in Physical Layer (Rijndael 알고리즘을 이용한 물리 계층 ATM 셀 보안 기법)

  • Im Sung-Yeal;Chung Ki-Dong
    • The KIPS Transactions:PartC
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    • v.13C no.1 s.104
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    • pp.83-94
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    • 2006
  • This paper describes ATM cell encipherment method using Rijndael Algorithm adopted as an AES(Advanced Encryption Standard) by NIST in 2001. ISO 9160 describes the requirement of physical layer data processing in encryption/decryption. For the description of ATM cell encipherment method, we implemented ATM data encipherment equipment which satisfies the requirements of ISO 9160, and verified the encipherment/decipherment processing at ATM STM-1 rate(155.52Mbps). The DES algorithm can process data in the block size of 64 bits and its key length is 64 bits, but the Rijndael algorithm can process data in the block size of 128 bits and the key length of 128, 192, or 256 bits selectively. So it is more flexible in high bit rate data processing and stronger in encription strength than DES. For tile real time encryption of high bit rate data stream. Rijndael algorithm was implemented in FPGA in this experiment. The boundary of serial UNI cell was detected by the CRC method, and in the case of user data cell the payload of 48 octets (384 bits) is converted in parallel and transferred to 3 Rijndael encipherment module in the block size of 128 bits individually. After completion of encryption, the header stored in buffer is attached to the enciphered payload and retransmitted in the format of cell. At the receiving end, the boundary of ceil is detected by the CRC method and the payload type is decided. n the payload type is the user data cell, the payload of the cell is transferred to the 3-Rijndael decryption module in the block sire of 128 bits for decryption of data. And in the case of maintenance cell, the payload is extracted without decryption processing.

A Reinvestigation on Key Issues Associated with the Yimjin(1712) Boundary Making and Demarcation: Location of 'Yipjiamlyu' and the Confluence of 'Tomungangweon' into the Sungari River (임진정계시 '입지암류(入地暗流)'의 위치와 '토문강원(土門江源)'의 송화강 유입 여부)

  • Lee, Kang-Won
    • Journal of the Korean Geographical Society
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    • v.50 no.6
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    • pp.571-605
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    • 2015
  • This research revealed that 'Yipjiamlyu' in the Mukedeng's map is geographically 'a beginning point of underf low,' whose location is on the Heishigou's riverbed(E.L. 1,840m) in the NNE side of Daegakbong peak, and that 'Tomungangweon'(Heishigou) is one of the upstream reach of the Sungari River, which, according to historical documents and my fieldwork, Mukedeng also knew at the time of Yimjin(1712) Boundary Making and Demarcation(YBMD). These findings suggest the need to reinterpret the processes of YBMD. Mukedeng set up the Baekdusanjeonggyeobi on the mistaken assumptions on the linkage of 'Yipjiamlyu' and Tumen River. It should have been set up on the Daeyeonjibong peak. Mukedeng found the 'Yipjiamlyu' on the riverbed of 'Tomungangweon'(Heishigou), went downstream, and realized that this river did not flow into the Tumen River. During the search for the source of Tumen River, he found a water stream, and regarded it as the source of Tumen River. He speculated that the water at the 'Yipjiamlyu' flows through the underground to reappear at the his 'identified' source of Tumen River. Consequently, he adjured the construction of demarcation from Baekdusanjeonggyeobi through 'Yipjiamlyu' to the his 'identified' source of Tumen River. The water stream pointed as the source of Tumen River, however, was not part of the upstream reach of Tumen River. Actually, Korean officials, who were in charge of establishing boundary features, set up the demarcation from Baekdusanjeonggyeobi through Huanghuasongdianzi to the true source of Tumen River identified by themselves, which Mukedeng had not intended. The ambiguity of the location of 'Yipjiamlyu' caused a difference between Mukedeng's original request and Korean officials' implementation in the boundary demarcation. Throughout the whole processes of YBMD, Korea(Joseon) and China(Qing) both mistook the real geography of the river system. Their understanding on Yalu River system was correct. But the identification of the spring source of the Tumen River by Korean participants was the only geographically correct result related on this river system in YBMD.

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A Study on Design of Agent based Nursing Records System in Attending System (에이전트기반 개방병원 간호기록시스템 설계에 관한 연구)

  • Kim, Kyoung-Hwan
    • Journal of Intelligence and Information Systems
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    • v.16 no.2
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    • pp.73-94
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    • 2010
  • The attending system is a medical system that allows doctors in clinics to use the extra equipment in hospitals-beds, laboratory, operating room, etc-for their patient's care under a contract between the doctors and hospitals. Therefore, the system is very beneficial in terms of the efficiency of the usage of medical resources. However, it is necessary to develop a strong support system to strengthen its weaknesses and supplement its merits. If doctors use hospital beds under the attending system of hospitals, they would be able to check a patient's condition often and provide them with nursing care services. However, the current attending system lacks delivery and assistance support. Thus, for the successful performance of the attending system, a networking system should be developed to facilitate communication between the doctors and nurses. In particular, the nursing records in the attending system could help doctors monitor the patient's condition and provision of nursing care services. A nursing record is the formal documentation associated with nursing care. It is merely a data repository that helps nurses to track their activities; nursing records thus represent a resource of primary information that can be reused. In order to maximize their usefulness, nursing records have been introduced as part of computerized patient records. However, nursing records are internal data that are not disclosed by hospitals. Moreover, the lack of standardization of the record list makes it difficult to share nursing records. Under the attending system, nurses would want to minimize the amount of effort they have to put in for the maintenance of additional records. Hence, they would try to maintain the current level of nursing records in the form of record lists and record attributes, while doctors would require more detailed and real-time information about their patients in order to monitor their condition. Therefore, this study developed a system for assisting in the maintenance and sharing of the nursing records under the attending system. In contrast to previous research on the functionality of computer-based nursing records, we have emphasized the practical usefulness of nursing records from the viewpoint of the actual implementation of the attending system. We suggested that nurses could design a nursing record dictionary for their convenience, and that doctors and nurses could confirm the definitions that they looked up in the dictionary through negotiations with intelligent agents. Such an agent-based system could facilitate networking among medical institutes. Multi-agent systems are a widely accepted paradigm for the distribution and sharing of computation workloads in the scientific community. Agent-based systems have been developed with differences in functional cooperation, coordination, and negotiation. To increase such communication, a framework for a multi-agent based system is proposed in this study. The agent-based approach is useful for developing a system that promotes trade-offs between transactions involving multiple attributes. A brief summary of our contributions follows. First, we propose an efficient and accurate utility representation and acquisition mechanism based on a preference scale while minimizing user interactions with the agent. Trade-offs between various transaction attributes can also be easily computed. Second, by providing a multi-attribute negotiation framework based on the attribute utility evaluation mechanism, we allow both the doctors in charge and nurses to negotiate over various transaction attributes in the nursing record lists that are defined by the latter. Third, we have designed the architecture of the nursing record management server and a system of agents that provides support to the doctors and nurses with regard to the framework and mechanisms proposed above. A formal protocol has also been developed to create and control the communication required for negotiations. We verified the realization of the system by developing a web-based prototype. The system was implemented using ASP and IIS5.1.

Smartphone Security Using Fingerprint Password (다중 지문 시퀀스를 이용한 스마트폰 보안)

  • Bae, Kyoung-Yul
    • Journal of Intelligence and Information Systems
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    • v.19 no.3
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    • pp.45-55
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    • 2013
  • Thereby using smartphone and mobile device be more popular the more people utilize mobile device in many area such as education, news, financial. In January, 2007 Apple release i-phone it touch off rapid increasing in user of smartphone and it create new market and these broaden its utilization area. Smartphone use WiFi or 3G mobile radio communication network and it has a feature that can access to internet whenever and anywhere. Also using smartphone application people can search arrival time of public transportation in real time and application is used in mobile banking and stock trading. Computer's function is replaced by smartphone so it involves important user's information such as financial and personal pictures, videos. Present smartphone security systems are not only too simple but the unlocking methods are spreading out covertly. I-phone is secured by using combination of number and character but USA's IT magazine Engadget reveal that it is easily unlocked by using combination with some part of number pad and buttons Android operation system is using pattern system and it is known as using 9 point dot so user can utilize various variable but according to Jonathan smith professor of University of Pennsylvania Android security system is easily unlocked by tracing fingerprint which remains on the smartphone screen. So both of Android and I-phone OS are vulnerable at security threat. Compared with problem of password and pattern finger recognition has advantage in security and possibility of loss. The reason why current using finger recognition smart phone, and device are not so popular is that there are many problem: not providing reasonable price, breaching human rights. In addition, finger recognition sensor is not providing reasonable price to customers but through continuous development of the smartphone and device, it will be more miniaturized and its price will fall. So once utilization of finger recognition is actively used in smartphone and if its utilization area broaden to financial transaction. Utilization of biometrics in smart device will be debated briskly. So in this thesis we will propose fingerprint numbering system which is combined fingerprint and password to fortify existing fingerprint recognition. Consisted by 4 number of password has this kind of problem so we will replace existing 4number password and pattern system and consolidate with fingerprint recognition and password reinforce security. In original fingerprint recognition system there is only 10 numbers of cases but if numbering to fingerprint we can consist of a password as a new method. Using proposed method user enter fingerprint as invested number to the finger. So attacker will have difficulty to collect all kind of fingerprint to forge and infer user's password. After fingerprint numbering, system can use the method of recognization of entering several fingerprint at the same time or enter fingerprint in regular sequence. In this thesis we adapt entering fingerprint in regular sequence and if in this system allow duplication when entering fingerprint. In case of allowing duplication a number of possible combinations is $\sum_{I=1}^{10}\;{_{10}P_i}$ and its total cases of number is 9,864,100. So by this method user retain security the other hand attacker will have a number of difficulties to conjecture and it is needed to obtain user's fingerprint thus this system will enhance user's security. This system is method not accept only one fingerprint but accept multiple finger in regular sequence. In this thesis we introduce the method in the environment of smartphone by using multiple numbered fingerprint enter to authorize user. Present smartphone authorization using pattern and password and fingerprint are exposed to high risk so if proposed system overcome delay time when user enter their finger to recognition device and relate to other biometric method it will have more concrete security. The problem should be solved after this research is reducing fingerprint's numbering time and hardware development should be preceded. If in the future using fingerprint public certification becomes popular. The fingerprint recognition in the smartphone will become important security issue so this thesis will utilize to fortify fingerprint recognition research.

The Effect of the Context Awareness Value on the Smartphone Adopter' Advertising Attitude (스마트폰광고 이용자의 광고태도에 영향을 미치는 상황인지가치에 관한 연구)

  • Yang, Chang-Gyu;Lee, Eui-Bang;Huang, Yunchu
    • Journal of Intelligence and Information Systems
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    • v.19 no.3
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    • pp.73-91
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    • 2013
  • Advertising market has been facing new challenges due to dramatic change in advertising channels and the advent of innovative media such as mobile devices. Recent research related to mobile devices is mainly focused on the fact that mobile devices could identify users'physical location in real-time, and this sheds light on how location-based technology is utilized to achieve competitive advantage in advertising market. With the introduction of smartphone, the functionality of smartphone has become much more diverse and context awareness is one of the areas that require further study. This work analyses the influence of context awareness value resulted from the transformation of advertising channel in mobile communication market, and our research result reflects recent trend in advertising market environment which is not considered in previous studies. Many constructs has intensively been studied in the context of advertising channel in traditional marketing environment, and entertainment, irritation and information are considered to be the most widely accepted variables that has positive relationship with advertising value. Also, in smartphone advertisement, four main dimensions of context awareness value are recognized: identification, activity, timing and location. In this study, we assume that these four constructs has positive relationship with context awareness value. Finally, we propose that advertising value and context awareness value positively influence smartphone advertising attitude. Partial Least Squares (PLS) structural model is used in our theoretical research model to test proposed hypotheses. A well designed survey is conducted for college students in Korea, and reliability, convergent validity and discriminant validity of constructs and measurement indicators are carefully evaluated and the results show that reliability and validity are confirmed according to predefined statistical criteria. Goodness-of-fit of our research model is also supported. In summary, the results collectively suggest good measurement properties for the proposed research model. The research outcomes are as follows. First, information has positive impact on advertising value while entertainment and irritation have no significant impact. Information, entertainment and irritation together account for 38.8% of advertising value. Second, along with the change in advertising market due to the advent of smartphone, activity, timing and location have positive impact on context awareness value while identification has no significant impact. In addition, identification, activity, location and time together account for 46.3% of context awareness value. Third, advertising value and context awareness value both positively influence smartphone advertising attitude, and these two constructs explain 31.7% of the variability of smartphone advertising attitude. The theoretical implication of our research is as follows. First, the influence of entertainment and irritation is reduced which are known to be crucial factors according to previous studies related to advertising value, while the influence of information is increased. It indicates that smartphone users are not likely interested in entertaining effect of smartphone advertisement, and are insensitive to the inconvenience due to smartphone advertisement. Second, in today' ubiquitous computing environment, it is effective to provide differentiated advertising service by utilizing smartphone users'context awareness values such as identification, activity, timing and location in order to achieve competitive business advantage in advertising market. For practical implications, enterprises should provide valuable and useful information that might attract smartphone users by adopting differentiation strategy as smartphone users are sensitive to the information provided via smartphone. Also enterprises not only provide useful information but also recognize and utilize smarphone users' unique characteristics and behaviors by increasing context awareness values. In summary, our result implies that smartphone advertisement should be optimized by considering the needed information of smartphone users in order to maximize advertisement effect.