• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.19-45
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• 2008

This study is to empirically examine the primary dimensions of visual merchandising (VMD) of internet shopping mall, namely store design, merchandise, and merchandising cues, to be a attractive virtual store to the shoppers. The authors reviewed the literature related to the major components of VMD from the perspective of the AIDA model, which has been mainly applied to the offline store settings. The major purposes of the study are as follows; first, tries to derive the variables related with the components of visual merchandising through reviewing the existing literatures, establish the hypotheses, and test it empirically. Second, examines the relationships between the components of VMD and the attitude toward the VMD, however, putting more emphasis on finding out the component structure of the VMD. VMD needs to be examined with the perspective that an online shopping mall is a virtual self-service or clerkless store, which could reduce the number of employees, help the shoppers search, evaluate and purchase for themselves, and to be explored in terms of the in-store persuasion processes of customers. This study reviewed the literatures related to store design, merchandise, and merchandising cues which might be relevant to the store, product, and promotion respectively. VMD is a total communication tool, and AIDA model could explain the in-store consumer behavior of online shopping. Store design has to do with triggering a consumer attention to the online mall, merchandise with a product related interest, and merchandising cues with promotions such as recommendation and links that induce the desire to pruchase. These three steps might be seen as the processes for purchase actions. The theoretical rationale for the relationship between VMD and AIDA could be found in Tyagi(2005) that the three steps of consumer-oriented merchandising are a store, a product assortment, and placement, in Omar(1999) that three types of interior display are a architectural design display, commodity display, and point-of-sales(POS) display, and in Davies and Ward(2005) that the retail store interior image is related to an atmosphere, merchandise, and in-store promotion. Lee et al(2000) suggested as the web merchandising components a merchandising cues, a shopping metaphor which is an assistant tool for search, a store design, a layout(web design), and a product assortment. The store design which includes differentiation, simplicity and navigation is supposed to be related to the attention to the virtual store. Second, the merchandise dimensions comprising product assortments, visual information and product reputation have to do with the interest in the product offerings. Finally, the merchandising cues that refer to merchandiser(MD)'s recommendation of products and providing the hyperlinks to relevant goods for the shopper is concerned with attempt to induce the desire to purchase. The questionnaire survey was carried out to collect the data about the consumers who would shop at internet shopping malls frequently. To select the subject malls, the mall ranking data announced by a mall rating agency was used to differentiate the most popular and least popular five mall each. The subjects was instructed to answer the questions after navigating the designated mall for five minutes. The 300 questionnaire was distributed to the consumers, 166 samples were used in the final analysis. The empirical testing focused on identifying and confirming the dimensionality of VMD and its subdimensions using a structural equation modeling method. The confirmatory factor analysis for the endogeneous and exogeneous variables was carried out in four parts. The second-order factor analysis was done for a store design, a merchandise, and a merchandising cues, and first-order confirmatory factor analysis for the attitude toward the VMD. The model test results shows that the chi-square value of structural equation is 144.39(d.f 49), significant at 0.01 level which means the proposed model was rejected. But, judging from the ratio of chi-square value vs. degree of freedom, the ratio was 2.94 which smaller than an acceptable level of 3.0, RMR is 0.087 which is higher than a generally acceptable level of 0.08. GFI and AGFI is turned out to be 0.90 and 0.84 respectively. Both NFI and NNFI is 0.94, and CFI 0.95. The major test results are as follows; first, the second-order factor analysis and structural equational modeling reveals that the differentiation, simplicity and ease of identifying current status of the transaction are confirmed to be subdimensions of store design and to be a significant predictors of the dependent variable. This result implies that when designing an online shopping mall, it is necessary to differentiate visually from other malls to improve the effectiveness of the communications of store design. That is, the differentiated store design raise the contrast stimulus to sensory organs to promote the memory of the store and to have a favorable attitude toward the VMD of a store. The results that navigation which means the easiness of identifying current status of shopping affects the attitude to VMD could be interpreted that the navigating processes via the hyperlinks which is characteristics of an internet shopping is a complex and cognitive process and shoppers are likely to lack the sense of overall structure of the store. Consequently, shoppers are likely to be alost amid shopping not knowing where to go. The orientation tool enhance the accessibility of information to raise the perceptive power about the store environment.(Titus & Everett 1995) Second, the primary dimension of merchandise and its subdimensions was confirmed to be unidimensional respectively, have a construct validity, and nomological validity which the VMD dimensions supposed to have a positive correlation with the dependent variable. The subdimensions of product assortment, brand fame and information provision proved to have a positive effect on the attitude toward the VMD. It could be interpreted that the more plentiful the product and brand assortment of the mall is, the more likely the shoppers to favor it. Brand fame and information provision as well affect the VMD attitude, which means that the more famous the brand, the more likely the shoppers would trust and feel familiar with the mall, and the plentifully and visually presented information could have the shopper have a favorable attitude toward the store VMD. Third, it turned out to be that merchandising cue of product recommendation and hyperlinks affect the VMD attitude. This could be interpreted that recommended products could reduce the uncertainty related with the purchase decision, and the hyperlinks to relevant products would help the shopper save the cognitive effort exerted into the information search and gathering, which could lead to a favorable attitude to the VMD. This study tried to sheds some new light on the VMD of online store by reviewing the variables mentioned to be relevant with offline VMD in the existing literatures, and tried to link the VMD components from the perspective of AIDA model. The effect size of the VMD dimensions on the attitude was in the order of the merchandise, the store design and the merchandising cues.It is said that an internet has an unlimited place for display, however, the virtual store is not unlimited since the consumer has a limited amount of cognitive ability to process the external information and internal memory. Particularly, the shoppers are likely to face some difficulties in decision making on account of too many alternative and information overloads. Therefore, the internet shopping mall manager should take into consideration the cost of information search on the part of the consumer, to establish the optimal product placements and search routes. An efficient store composition would be possible by reducing the psychological burdens and cognitive efforts exerted to information search and alternatives evaluation. The store image is in most part determined by the product category and its brand it deals in. The results of this study support this proposition that the merchandise is most important to the VMD attitude than other components, the manager is required to take a strategic approach to VMD. The internet users are getting more accustomed and more knowledgeable about the internet media and more likely to accept the internet as a shopping channel as the period of time during which they use the internet to shop become longer. The web merchandiser should be aware that the product introduction using a moving pictures and a bulletin board become more important in order to present the interactive product information visually and communicate with customers more actively, therefore leading to making the quantity and quality of product information more rich.

• Journal of the Korean Society of School Health
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• v.14 no.2
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• pp.249-268
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• 2001

This study was carried out to identify the effects of an art therapy program based on reality therapy on the weight control, body image, and self-esteem of college students. The program was developed by the authors. The design was a pretest-post test control group design. The subjects were college students attending M college : 8 in experimental group A, 6 in experimental group 2, who wanted to control their body weight and 16 in the control group who didn't attend the program those in the experimental group attended the program once (group A) or twice (group B) per week meeting a total of six times. The data were analyzed by quantity method (SPSS 10.0 program) and quality method(process analysis). The results were as follows : 1. The average obesity index of pre-test, post-test, and a follow-up test decreased from 8.9% to 6.1%, 3.7%. And the rate of decrease both pre-post and post-follow up were statistically significant 2. The average obesity index of group A decreased from 9.6% to 6.3%, 4.1% and the rate of decrease between pre and post were statistically significant. But the rate of decrease between post and follow-up were statistically not significant 3. The average obesity index of group B decreased from 7.8% to 5.8%, 3.1% and the rate of decrease between pre and post were not significant statistically. But the rate of decrease between post and follow-up were statistically significant 4. The average scores of pre and post body image increased and were statistically significant : group A from 129.0 to 153.5, group B from 127.7 to 155.2. 5. The average scores of pre and post semantic differential method increased and were statistically significant: group A from 38.1 to 44.1, group B from 38.0 to 45.0. 6. The average scores of pre and post self-esteem increased: group A increased from 37.3 to 40.3 and were statistically significant, group B increased from 36.5 to 39.5 but was statistically insignificant 7. The average scores of pre and post obesity rate, body image, semantic differential method and self-esteem in the control group were not statistically significant 8. The pre and post scores of body image(p=.001), semantic differential method(p=.001) and self-esteem(p=.039) between experimental and control group were statistically significant. 9. In Duncan multiple comparison, it was not statistically significant between group A and B, but statistically significant between group A and the control group, group B and the control group in obesity index, body image, semantic differential method. There was no statistically significance among the three groups in self esteem 10. In Duncan multiple comparison, group A gained higher scores than group B in obesity index(-1.2%), and self esteem(0. 3). Group B gained higher scores than group A in body image(3. 0), and semantic differential method(1. 0). So it is difficult to conclude whether group A or B is more effective. In conclusion, the art therapy program based on reality therapy was effective in weight the control program of college students: obesity was decreased, the scores of body image and semantic differential method and self-esteem were increased. The scores of group A were increased more than group Band were statistically significant, The time interval was a very important factor in this program. The recommendation is : the validity of this program has to be tested through various subjects and in various areas. And also this program has to be tested in other topics.

• Korean Journal of Veterinary Service
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• v.14 no.2
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• pp.87-103
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• 1991

The somatic cell counts SCC and bacteria counts were done by D milk plant, P milk plant, S milk plant and Inch'${\v{\times}}n$ Vet. Serv. Lab from 1987 to 1990 with Coulter counter, Fossomatic 90, Bactoscan, Rolling ball viscometer and Resazurin reduction test. The results were summarized as follows 1. In the distribution of SCC of the bulk herd milk, D milk plant from Nov. 1989 to Oct. 1990 remarks 80.2% on the range below 500, 000, 14.5% ranging from 1, 000, 000 to 1, 500, 000, 1.2% ranging from 1, 500, 000 to 2, 000, 000, 0.69% ranging from 2, 000, 000 to 3, 000, 000, 0.71% on the range over 3, 000, 000. P milk plant remarks 237, 000 in the first half year and 251, 000 in the second half year in 1990 year. S milk plant remarks annual average of 335, 000 in 1987, 273, 000 in 1988 and 262, 000 in 1989. The individual record of Inch'${\v{\times}}n$ Vet. Serv Lab. remarks 79.35% and 80.2% below 500, 000 8.30% and 7.40% from 500, 000 to 1, 000, 000, 2.37% and 3.2% from 1, 000, 000 to 1, 500, 000, 2.77% and 2.30% from 1, 500, 000 to 2, 000, 000, 1.67% and 2.00% from 2, 000, 000 to 3, 000, 000, 5.53% and 4.40% over 3, 000, 000 in 1989 and 1990, respectively. The grade distirbution of SCC is as follows: D milk plant shows 1st grade-80.20%, 2nd grade-l6.5% and 3rd grade-3.30%. And P milk plant shows all 1st grade. S milk plant shows 87.30%, 8.6% and 4.1% in 1987 and 91.90%, 6.1% and 2.0% in 1988, and 92.40%, 6.1% and l.5% in 1989 on the 1st, 2nd and 3rd grade respectively. 2. The distribution of bacteria P milk plant reached 15.123 in 1st half year and 21.515 in 2nd half year. Also, S milk plant reached 81.5%, 12.5%, 6.0% in 1987, and 86.20%, 9.70%, 4.1% in 1988, and 86.2%, 10.8%, 3.0% in 1989 respectively for 1st, 2nd and 3rd grade. 3. The regional SCC distribution in D milk plant shows 1, 540, 000 in three regions and 714, 000 in one region. And monthly SCC distribution shows 671, 000 in December and 1, 165, 000 in June. 4. As a result of the individual SCC test, 9 times for 16 cows in “I”farm(1986-1988), and 6 times for 13 cows in“D”farm(1987-1988) No.3, 5, 9, 14 cows in“I”farm showed the high SCC beyond 1, 000, 000 over 4-5times. 5. If the SCC over 300, 000 reach 40%, the national producing quality of milk can be reduced by 87, 600M /I annually and in the sum of money, it should be about 35.5 billion Won. 6. The difference between high group and low group for SCC in D milk plant reached over 1, 000, 000. In case that the difference reaches 1, 000, 000 in the farm bulk milk at a farm breeding 20 cows which produce 20kg milk per day, it was estimate that the annual difference of producing quantity and sum of money respectively should be reached 26, 280kg in milk and 10, 643, 400 Won in income.

• Korean Journal of Agricultural Science
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• v.23 no.1
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• pp.159-176
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• 1996

This study is aimed at reviewing the methods of joint cost allocation and allocating the joint cost of estuary dam with specially repect to Kumgang Large-scale Agricultural Comprehensive Development Project. Apart from the water resource development project propelled by Water Resource Development Corporation in connection with Law of Multipurpose Dam Development, the Largescale Comprehensive Agricultural Development Projects couldn't ins-titutionally be carried out cost allocation of common facilities, even though it were concerned with irrigation, municipal and industrical water supply, flood control, sightseeing and industrial zone development components. To decrease farmer's burden of the project costs and, operation and maintenance costs, the joint costs of common facilities like estuary dam included in agricultural development projects have to be allocated by suitable method as alternative cost-remaining benefit method and the analytical activity should be supported by revising the concerned laws as Rural Development and Promotion and, Rural Rearrangement conpatible with the law for multipurpose dam development. Kumgang Agricultural Comprehensive Development Project was selected as a case study for the estimation of socio-economic benefits by project components and joint cost allocation of the estuary dam. The main results of the study are as follows; Joint cost allocation and unit charges by components 1. The project area will be 25,554ha with total project cost of 624,860 million won including the estuary dam cost of 120,843 million won. The project costs were ex-pressed by 1994 constant price. 2. Total quantity of water was estimated 365 million tons which were consisted of 245 million tons for irrigation, 73 million tons for municipal water and 47 million tons for industrial water. 3. The rates of joint cost allocation were amounted to 34.2% for agriculture, 2.5% for sightseeing, 45.7% for transportation, 11.8% for M & I water supply and 5.8% for flood control respectively. 4. The unit financial charges by project components were estimated at 7.88 won per ton for irrigation, 16.11won for M & I water, 1,686won per vehicle one pass, 977won per Pyeong according to the capital recovery method. The financial charges using straitline method for depreciation were estimated at 7.88won per ton for irrigation, 9.12won per ton for M & I water, 624won per vehicle one pass for transportation and 331won per Pyeong for sightseeing area. 5. The unit economic charges by project components were estimated at 21.1 won per ton for irrigation, 15.2won for M & I water, 977won per vehicle one pass, 977won per Pyeong according to the capital recovery method. The economic charges using straitline method for depreciation were estimated at 11.72won per ton for irrigation, 8.61won per ton for M & I water, 331won per vehicle one pass for transportation. Policy recommendation 1. The unit operation and maintenance costs for irrigation water in the paddy field couldn't be imposed as the water resource cost untreated. 2. The dam costs including investment cost and O & M cost, as a joint cost, had to be allocated by each benefited components as transportation, M & I water supply, flood control, irrigation and drainage, and sightseeing. But the agricultural comprehensive project have been dealt as an irrigation project without any appraisal socio-economic benefits and any allocating the joint cost of estuary dam. 3. All the associated project benefits and costs must be evaluated based on accounting principle and rent recovery rate of the project costs and O & M costs should be regulated by the laws concerned. 4. The rural development and promotion law and rural rearrangement law have to be revised comprising joint cost allocation considering free rider problems. 5. The government subsidy for the agricultural base development project has to be covered all the project costs. In case of common facilities representing joint cost allocation problems, all the allocated casts for other purposes like transportation and M & I water supply etc. should be recovered for formation in investment fund for agricultural base development and to procure O & M costs for irrigation facilities.

• Journal of Korean Home Economics Education Association
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• v.35 no.1
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• pp.35-52
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• 2023

This study investigated the utilization and satisfaction of lunchboxes according to food-related lifestyle. A sample of 819 adults who regularly purchased lunchboxes were studied. This study can provide basic data for effective menu development. The participants of the study were classified into 4 groups: a 'taste-seeking group', an 'economy-seeking group', 'a convenience-seeking group', and a 'health-seeking group'. The purchase price of lunchboxes was in the range of 3,500 to 4,000 won. The 'health-seeking group' was shown to spend the highest amount on lunchboxes, over 5,100 won. Information about lunchboxes was obtained primarily through convenience stores followed by Internet SNS (p<0.05). Most participants considered nutritional value when purchasing a lunchbox (p<0.001), of which protein, caloric, and sodium content were perceived as important. Moreover, lunchboxes with clean and hygienic aesthetics were preferred amongst the 'health-seeking group' (p<0.01). The 'economy-seeking group' had a higher satisfaction linked with taste (3.66) and quantity (3.60, p<0.001). Furthermore, in terms of the satisfaction with a menu variety the 'health-seeking group' showed the highest satisfaction with a score of 3.76, while the 'convenience-seeking group' ranked the lowest satisfaction with a score of 3.46 (p<0.05). All groups were satisfied with the convenience for purchasing lunchbox (p<0.001). Additionally, most participants preferred white rice (p<0.001) and meat (p<0.01) with cooked by fried and grilled. Lastly, in the content of the lunchbox use in the future, most participants indicated the intent for continuous use (p<0.01) and recommendation to others with the reason for the low price (19.2%) in the 'economy-seeking group', fresh ingredients (16.2%) in the 'convenience-seeking group', and nutritive (17.3%) in the 'health-seeking group', as well as for the convenience of purchase in the overall groups. Taken together, 'taste' and 'convenience' were the most important factors for all groups, while 'nutrition of food' and 'addition of condiments' scored relatively low on the satisfaction in all groups. Therefore, we recommend for the growth of the convenience store lunchbox market, that it is necessary to improve the quality of the lunchbox by developing various menus based on lifestyle group and fortifying nutrition.