• Title/Summary/Keyword: Scale Validation

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A Study on the Crime Prevention Design and Consumer Perception (CPTED) of Multi-Family Housing in China (중국 공동주택의 범죄 예방을 위한 디자인과 소비자의 인식에 관한 연구)

  • Kong, De Xin;Lee, Dong Hun;Park, Hae Rim
    • Journal of Service Research and Studies
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    • v.14 no.1
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    • pp.63-76
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    • 2024
  • Multi-family housing plays a crucial role as a living and experiencing space, and its environment has a direct impact on the well-being and stability of its residents. Therefore, Crime Prevention Design (CPTED) for multi-family housing is of utmost importance. However, crime-related data in China is not disclosed to the public because of its specificity, making it difficult for researchers to conduct further in-depth studies based on accurate crime data. As a result, the establishment and application of CPTED theory in terms of crime prevention is limited and delayed. This study aims to explore three aspects of CPTED in multi-family housing as perceived by home-buying consumers. It investigated consumer perception of the CPTED, the importance of each element and ways to increase awareness of CPTED in multifamily housing in order to effectively improve multifamily crime prevention design principles and further enhance public safety. This study examined the current state and future trends of CPTED in China by analyzing relevant research reports and literature, aiming to gain insights into the crime prevention awareness of Chinese homeowners. In addition, a survey was conducted on Chinese consumers to unravel the importance of CPTED and increase awareness of its various elements in multifamily-family. This study used a Likert scale and SPSS reliability analysis to determine the cognitive status of multi-family CPTED, the importance of each element, and proposed an improvement plan based on the analysis results. As this study was limited by the difficulty of implementation and the lack of validation of its practical effectiveness, it is recommended that future research needs to validate the effectiveness of crime prevention designs and produce more practical results. Furthermore, it is crucial to utilize this study to inform the implementation of security solutions that are tailored to the unique characteristics of each district. Additionally, it is important to offer guidance on how to enhance community safety by increasing residents' awareness of security through education and information dissemination. The author hopes that the representative multi-family CPTED awareness, the importance of each element, and plans for improvement shall be summarized from this study, and provide foundational data for the future development of CPTED based on the Chinese region.

Development of validated Nursing Interventions for Home Health Care to Women who have had a Caesarian Delivery (조기퇴원 제왕절개 산욕부를 위한 가정간호 표준서 개발)

  • HwangBo, Su-Ja
    • Journal of Korean Academy of Nursing Administration
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    • v.6 no.1
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    • pp.135-146
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    • 2000
  • The purpose of this study was to develope, based on the Nursing Intervention Classification (NIC) system. a set of standardized nursing interventions which had been validated. and their associated activities. for use with nursing diagnoses related to home health care for women who have had a caesarian delivery and for their newborn babies. This descriptive study for instrument development had three phases: first. selection of nursing diagnoses. second, validation of the preliminary home health care interventions. and third, application of the home care interventions. In the first phases, diagnoses from 30 nursing records of clients of the home health care agency at P. medical center who were seen between April 21 and July 30. 1998. and from 5 textbooks were examined. Ten nursing diagnoses were selected through a comparison with the NANDA (North American Nursing Diagnosis Association) classification In the second phase. using the selected diagnoses. the nursing interventions were defined from the diagnoses-intervention linkage lists along with associated activities for each intervention list in NIC. To develope the preliminary interventions five-rounds of expertise tests were done. During the first four rounds. 5 experts in clinical nursing participated. and for the final content validity test of the preliminary interventions. 13 experts participated using the Fehring's Delphi technique. The expert group evaluated and defined the set of preliminary nursing interventions. In the third phases, clinical tests were held at in a home health care setting with two home health care nurses using the preliminary intervention list as a questionnaire. Thirty clients referred to the home health care agency at P. medical center between October 1998 and March 1999 were the subjects for this phase. Each of the activities were tested using dichotomous question method. The results of the study are as follows: 1. For the ten nursing diagnoses. 63 appropriate interventions were selected from 369 diagnoses interventions links in NlC., and from 1.465 associated nursing activities. From the 63 interventions. the nurses expert group developed 18 interventions and 258 activities as the preliminary intervention list through a five-round validity test 2. For the fifth content validity test using Fehring's model for determining lCV (Intervention Content Validity), a five point Likert scale was used with values converted to weights as follows: 1=0.0. 2=0.25. 3=0.50. 4=0.75. 5=1.0. Activities of less than O.50 were to be deleted. The range of ICV scores for the nursing diagnoses was 0.95-0.66. for the nursing interventions. 0.98-0.77 and for the nursing activities, 0.95-0.85. By Fehring's method. all of these were included in the preliminary intervention list. 3. Using a questionnaire format for the preliminary intervention list. clinical application tests were done. To define nursing diagnoses. home health care nurses applied each nursing diagnoses to every client. and it was found that 13 were most frequently used of 400 times diagnoses were used. Therefore. 13 nursing diagnoses were defined as validated nursing diagnoses. Ten were the same as from the nursing records and textbooks and three were new from the clinical application. The final list included 'Anxiety', 'Aspiration. risk for'. 'Infant behavior, potential for enhanced, organized'. 'Infant feeding pattern. ineffective'. 'Infection'. 'Knowledge deficit'. 'Nutrition, less than body requirements. altered', 'Pain'. 'Parenting'. 'Skin integrity. risk for. impared' and 'Risk for activity intolerance'. 'Self-esteem disturbance', 'Sleep pattern disturbance' 4. In all. there were 19 interventions. 18 preliminary nursing interventions and one more intervention added from the clinical setting. 'Body image enhancement'. For 265 associated nursing activities. clinical application tests were also done. The intervention rate of 19 interventions was from 81.6% to 100%, so all 19 interventions were in c1uded in the validated intervention set. From the 265 nursing activities. 261(98.5%) were accepted and four activities were deleted. those with an implimentation rate of less than 50%. 5. In conclusion. 13 diagnoses. 19 interventions and 261 activities were validated for the final validated nursing intervention set.

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Improving Usage of the Korea Meteorological Administration's Digital Forecasts in Agriculture: I. Correction for Local Temperature under the Inversion Condition (기상청 동네예보의 영농활용도 증진을 위한 방안: I. 기온역전조건의 국지기온 보정)

  • Kim, Soo-Ock;Kim, Dae-Jun;Kim, Jin-Hee;Yun, Jin I.
    • Korean Journal of Agricultural and Forest Meteorology
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    • v.15 no.2
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    • pp.76-84
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    • 2013
  • An adequate downscaling of the official forecasts of Korea Meteorological Administration (KMA) is a prerequisite to improving the value and utility of agrometeorological information in rural areas, where complex terrain and small farms constitute major features of the landscape. In this study, we suggest a simple correction scheme for scaling down the KMA temperature forecasts from mesoscale (5 km by 5 km) to the local scale (30 m by 30 m) across a rural catchment, especially under temperature inversion conditions. The study area is a rural catchment of $50km^2$ area with complex terrain and located on a southern slope of Mountain Jiri National Park. Temperature forecasts for 0600 LST on 62 days with temperature inversion were selected from the fall 2011-spring 2012 KMA data archive. A geospatial correction scheme which can simulate both cold air drainage and the so-called 'thermal belt' was used to derive the site-specific temperature deviation across the study area at a 30 m by 30 m resolution from the original 5 km by 5 km forecast grids. The observed temperature data at 12 validation sites within the study area showed a substantial reduction in forecast error: from ${\pm}2^{\circ}C$ to ${\pm}1^{\circ}C$ in the mean error range and from $1.9^{\circ}C$ to $1.6^{\circ}C$ in the root mean square error. Improvement was most remarkable at low lying locations showing frequent cold pooling events. Temperature prediction error was less than $2^{\circ}C$ for more than 80% of the observed inversion cases and less than $1^{\circ}C$ for half of the cases. Temperature forecasts corrected by this scheme may accelerate implementation of the freeze and frost early warning service for major fruits growing regions in Korea.

The Effect of Consumer's Perceptual Characteristics for PB Products on Relational Continuance Intention: Mediated by Brand Trust and Brand Equity (PB상품에 대한 소비자의 지각특성이 관계지속의도에 미치는 영향: 브랜드신뢰 및 브랜드자산을 매개로 한 정책적 접근)

  • Lim, Chaekwan
    • Journal of Distribution Research
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    • v.17 no.5
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    • pp.85-111
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    • 2012
  • Introduction : The purpose of this study was to examine the relationship between perceptual characteristics of consumers and intent of relational continuance for PB(Private Brand) products in discount stores. This study was conducted as an empirical study based on survey. For the empirical study, factors of PB products as characteristics perceived by consumers such as perceived quality, store image, brand image and perceived value were deduced from preceding studies. The effect of such factors on intent of relational continuance mediated by brand trust and brand equity of PB products was structurally examined. Research Model : Based on theory analysis and hypotheses, constructed a Structural Equation Model(SEM). The research model is shown in Figure 1. Research Method : This paper is based on s qualitative study of selected literature and empirical data. The survey for empirical study was carried out on consumers in Gyeonggi and Busan between January 2012 and May 2012. 300 surveys were distributed and 253 (84.3%) of them were returned. After excluding omissions and insincere responses, 245 surveys (81.6%) were used for final analysis as effective samples. Result : First of all, the Reliability was carried out for instrument used. The lower limit of 0.7 for Cronbach's Alpha as suggested by Hair et al. (1998). And Construct validity was established by carrying out exploratory factor analysis by Varimax rotation for all. Four factor result for the consumer's perceptual characteristics of PB Products, two mediating factors and one dependent factor. All constructs included in research framework have acceptable validity and reliability. Table 1 shows the factor loading, eigen value, explained variance and Cronbach's alpha for each factor. In order to assure validity of constructs, I implemented Confirmatory Factor Analysis (CFA), using AMOS 20.0. In confirmatory factor analysis, researcher can take control over the specification of indicators for each factor by hypothesizing that a specific factor is loaded with the relevant indicators. Moreover, CFA is particularly useful in the validation of scale for the measurement of specific construct. CFA result summarized Table 2 shows that the fit measures of all constructs fulfill the recommended level and loadings are significant. To test causal relationship between constructs in the research model, used AMOS 20.0 that provides a graphic module as method for analysing Structural Equation Modeling. The result of hypothesis test is shown in Table 3. As a result of empirical study, perceived quality, brand image and perceived value as selected attributes for PB products showed significantly positive (+) effect on brand trust and brand equity. Furthermore, brand trust and brand equity showed significantly positive (+) effect on intent of relational continuance. However, store image of discount stores selling the PB products was analyzed to have positive (+) effect on brand trust and no significant effect on brand equity. Discussion : Based on the results of this study, the relationship between overall quality, store image, brand image and value perceived by consumers about PB products and intent of relational continuance was structurally verified as being mediated by brand trust and brand equity. Looking at the results, a strategic approach that maximizes brand trust and equity value for PB products by large discount stores is required on top of basic efforts to improve quality, brand image and value of PB products in order to maximize consumer's intent of relational continuance and to continuously attract repeated purchase of products.

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The Effect of Meta-Features of Multiclass Datasets on the Performance of Classification Algorithms (다중 클래스 데이터셋의 메타특징이 판별 알고리즘의 성능에 미치는 영향 연구)

  • Kim, Jeonghun;Kim, Min Yong;Kwon, Ohbyung
    • Journal of Intelligence and Information Systems
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    • v.26 no.1
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    • pp.23-45
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    • 2020
  • Big data is creating in a wide variety of fields such as medical care, manufacturing, logistics, sales site, SNS, and the dataset characteristics are also diverse. In order to secure the competitiveness of companies, it is necessary to improve decision-making capacity using a classification algorithm. However, most of them do not have sufficient knowledge on what kind of classification algorithm is appropriate for a specific problem area. In other words, determining which classification algorithm is appropriate depending on the characteristics of the dataset was has been a task that required expertise and effort. This is because the relationship between the characteristics of datasets (called meta-features) and the performance of classification algorithms has not been fully understood. Moreover, there has been little research on meta-features reflecting the characteristics of multi-class. Therefore, the purpose of this study is to empirically analyze whether meta-features of multi-class datasets have a significant effect on the performance of classification algorithms. In this study, meta-features of multi-class datasets were identified into two factors, (the data structure and the data complexity,) and seven representative meta-features were selected. Among those, we included the Herfindahl-Hirschman Index (HHI), originally a market concentration measurement index, in the meta-features to replace IR(Imbalanced Ratio). Also, we developed a new index called Reverse ReLU Silhouette Score into the meta-feature set. Among the UCI Machine Learning Repository data, six representative datasets (Balance Scale, PageBlocks, Car Evaluation, User Knowledge-Modeling, Wine Quality(red), Contraceptive Method Choice) were selected. The class of each dataset was classified by using the classification algorithms (KNN, Logistic Regression, Nave Bayes, Random Forest, and SVM) selected in the study. For each dataset, we applied 10-fold cross validation method. 10% to 100% oversampling method is applied for each fold and meta-features of the dataset is measured. The meta-features selected are HHI, Number of Classes, Number of Features, Entropy, Reverse ReLU Silhouette Score, Nonlinearity of Linear Classifier, Hub Score. F1-score was selected as the dependent variable. As a result, the results of this study showed that the six meta-features including Reverse ReLU Silhouette Score and HHI proposed in this study have a significant effect on the classification performance. (1) The meta-features HHI proposed in this study was significant in the classification performance. (2) The number of variables has a significant effect on the classification performance, unlike the number of classes, but it has a positive effect. (3) The number of classes has a negative effect on the performance of classification. (4) Entropy has a significant effect on the performance of classification. (5) The Reverse ReLU Silhouette Score also significantly affects the classification performance at a significant level of 0.01. (6) The nonlinearity of linear classifiers has a significant negative effect on classification performance. In addition, the results of the analysis by the classification algorithms were also consistent. In the regression analysis by classification algorithm, Naïve Bayes algorithm does not have a significant effect on the number of variables unlike other classification algorithms. This study has two theoretical contributions: (1) two new meta-features (HHI, Reverse ReLU Silhouette score) was proved to be significant. (2) The effects of data characteristics on the performance of classification were investigated using meta-features. The practical contribution points (1) can be utilized in the development of classification algorithm recommendation system according to the characteristics of datasets. (2) Many data scientists are often testing by adjusting the parameters of the algorithm to find the optimal algorithm for the situation because the characteristics of the data are different. In this process, excessive waste of resources occurs due to hardware, cost, time, and manpower. This study is expected to be useful for machine learning, data mining researchers, practitioners, and machine learning-based system developers. The composition of this study consists of introduction, related research, research model, experiment, conclusion and discussion.

Estimation of Near Surface Air Temperature Using MODIS Land Surface Temperature Data and Geostatistics (MODIS 지표면 온도 자료와 지구통계기법을 이용한 지상 기온 추정)

  • Shin, HyuSeok;Chang, Eunmi;Hong, Sungwook
    • Spatial Information Research
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    • v.22 no.1
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    • pp.55-63
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    • 2014
  • Near surface air temperature data which are one of the essential factors in hydrology, meteorology and climatology, have drawn a substantial amount of attention from various academic domains and societies. Meteorological observations, however, have high spatio-temporal constraints with the limits in the number and distribution over the earth surface. To overcome such limits, many studies have sought to estimate the near surface air temperature from satellite image data at a regional or continental scale with simple regression methods. Alternatively, we applied various Kriging methods such as ordinary Kriging, universal Kriging, Cokriging, Regression Kriging in search of an optimal estimation method based on near surface air temperature data observed from automatic weather stations (AWS) in South Korea throughout 2010 (365 days) and MODIS land surface temperature (LST) data (MOD11A1, 365 images). Due to high spatial heterogeneity, auxiliary data have been also analyzed such as land cover, DEM (digital elevation model) to consider factors that can affect near surface air temperature. Prior to the main estimation, we calculated root mean square error (RMSE) of temperature differences from the 365-days LST and AWS data by season and landcover. The results show that the coefficient of variation (CV) of RMSE by season is 0.86, but the equivalent value of CV by landcover is 0.00746. Seasonal differences between LST and AWS data were greater than that those by landcover. Seasonal RMSE was the lowest in winter (3.72). The results from a linear regression analysis for examining the relationship among AWS, LST, and auxiliary data show that the coefficient of determination was the highest in winter (0.818) but the lowest in summer (0.078), thereby indicating a significant level of seasonal variation. Based on these results, we utilized a variety of Kriging techniques to estimate the surface temperature. The results of cross-validation in each Kriging model show that the measure of model accuracy was 1.71, 1.71, 1.848, and 1.630 for universal Kriging, ordinary Kriging, cokriging, and regression Kriging, respectively. The estimates from regression Kriging thus proved to be the most accurate among the Kriging methods compared.

A Validation Study of the Korean Version of Social Communication Questionnaire (한국어판 사회적 의사소통 설문지 타당화 연구)

  • Kim, Joo-Hyun;Sunwoo, Hyun-Jung;Park, Su-Bin;Noh, Dong-Hyun;Jung, Yeon Kyung;Cho, In-Hee;Cho, Soo-Churl;Kim, Bung-Nyun;Shin, Min-Sup;Kim, Jae-Won;Park, Tae-Won;Son, Jung-Woo;Chung, Un-Sun;Yoo, Hee Jeong
    • Journal of the Korean Academy of Child and Adolescent Psychiatry
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    • v.26 no.3
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    • pp.197-208
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    • 2015
  • Objectives : The purposes of this study were to examine the reliability and validity of the Korean version of Social Communication Questionnaire (K-SCQ) and to determine cut-off scores for diagnosis of autism spectrum disorder (ASD). Methods : A total of 166 subjects with ASD and their 186 unaffected siblings were recruited through child psychiatry clinics of university hospitals. Board certified child psychiatrists screened all probands suspected to have ASD based on the Diagnostic and Statistical Manual of Mental Disorders, fourth edition. To confirm the diagnoses, the Korean versions of the Autism Diagnostic Observation Schedule and the Autism Diagnostic Interview-Revised (K-ADI-R) were administered to all the subjects. All parents completed the K-SCQ and Social Responsiveness Scale (SRS). The non-ASD siblings were evaluated with the same instruments as the probands with ASD. We performed a factor analysis to examine the structure of K-SCQ. For testing the validity of K-SCQ, we compared the difference in Lifetime and Current scores of probands with ASD and their non-ASD siblings using t-test and analysis of covariance. Correlations between the K-SCQ and other measurements of ASD symptomatology, including K-ADI-R totals and domain scores and SRS, were examined. Receiver operation characteristic curve analysis was performed to extract cutoff scores discriminating affection status. Results : Four factors were extracted through factor analysis of K-SCQ ; 1) social relation and play, 2) stereotyped behavior, 3) social behavior, and 4) abnormal language. Cronbach's internal consistency was .95 in K-SCQ Lifetime, and .93 in K-SCQ Current. There were significant differences in total score of K-SCQ, both in Lifetime and Current between the ASD group and non-ASD siblings group (p<.05). K-SCQ scores were significantly correlated with K-ADI-R subdomain scores and SRS total scores (p<.05). The best-estimate cut-off scores of K-SCQ for diagnosis of ASD were 12 for 48 months and over, and 10 for below 47 months. Conclusion : Our findings suggest that the K-SCQ is a reliable and valid instrument for screening autistic symptoms in the Korean population. Lower cut-off scores than the original English version might be considered when using it as a screening instrument of ASD.

Validation of Load Calculation Method for Greenhouse Heating Design and Analysis of the Influence of Infiltration Loss and Ground Heat Exchange (온실 난방부하 산정방법의 검증 및 틈새환기와 지중전열의 영향 분석)

  • Shin, Hyun-Ho;Nam, Sang-Woon
    • Horticultural Science & Technology
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    • v.33 no.5
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    • pp.647-657
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    • 2015
  • To investigate a method for calculation of the heating load for environmental designs of horticultural facilities, measurements of total heating load, infiltration rate, and floor heat flux in a large-scale plastic greenhouse were analyzed comparatively with the calculation results. Effects of ground heat exchange and infiltration loss on the greenhouse heating load were examined. The ranges of the indoor and outdoor temperatures were $13.3{\pm}1.2^{\circ}C$ and $-9.4{\sim}+7.2^{\circ}C$ respectively during the experimental period. It was confirmed that the outdoor temperatures were valid in the range of the design temperatures for the greenhouse heating design in Korea. Average infiltration rate of the experimental greenhouse measured by a gas tracer method was $0.245h^{-1}$. Applying a constant ventilation heat transfer coefficient to the covering area of the greenhouse was found to have a methodological problem in the case of various sizes of greenhouses. Thus, it was considered that the method of using the volume and the infiltration rate of greenhouses was reasonable for the infiltration loss. Floor heat flux measured in the center of the greenhouse tended to increase toward negative slightly according to the differences between indoor and outdoor temperature. By contrast, floor heat flux measured at the side of the greenhouse tended to increase greatly into plus according to the temperature differences. Based on the measured results, a new calculation method for ground heat exchange was developed by adopting the concept of heat loss through the perimeter of greenhouses. The developed method coincided closely with the experimental result. Average transmission heat loss was shown to be directly proportional to the differences between indoor and outdoor temperature, but the average overall heat transfer coefficient tended to decrease. Thus, in calculating the transmission heat loss, the overall heat transfer coefficient must be selected based on design conditions. The overall heat transfer coefficient of the experimental greenhouse averaged $2.73W{\cdot}m^{-2}{\cdot}C^{-1}$, which represents a 60% heat savings rate compared with plastic greenhouses with a single covering. The total heating load included, transmission heat loss of 84.7~95.4%, infiltration loss of 4.4~9.5%, and ground heat exchange of -0.2~+6.3%. The transmission heat loss accounted for larger proportions in groups with low differences between indoor and outdoor temperature, whereas infiltration heat loss played the larger role in groups with high temperature differences. Ground heat exchange could either heighten or lessen the heating load, depending on the difference between indoor and outdoor temperature. Therefore, the selection of a reference temperature difference is important. Since infiltration loss takes on greater importance than ground heat exchange, measures for lessening the infiltration loss are required to conserve energy.

The Validation Study of Beck Depression Scale 2 in Korean Version (한국판 벡 우울 척도 2판의 타당화 연구)

  • Lim, Sun-Young;Lee, Eun-Jeong;Jeong, Seong-Won;Kim, Hee-Chul;Jeong, Cheol-Ho;Jeon, Tae-Yeon;Yi, Min-Soo;Kim, Jae-Min;Jo, Hyeon-Ju;Kim, Jeong-Beom
    • Anxiety and mood
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    • v.7 no.1
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    • pp.48-53
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    • 2011
  • Objective : Korean Version of Beck-II Depression Inventory to verify the reliability and validity of the proposed standards are practical and standardized, cut-off score by establishing a baseline indicating the presence of depression and depression On in the evaluation was to evaluate the clinical usefulness. Methods : 739 patients with major depression using the SCID and normal controls were 302 study subjects. Of patients with clinically significant medical condition, or psychotic disorders, organic mental disorder, epilepsy or seizure disorder, eating disorders are associated with patients taking anti-convulsants experienced in the past, patients were excluded from the study. Results : The main findings of this study were as follows. First, with respect to the KBDI-II items, the correlation between them ranged from 0.51 to 0.74, and was 0.60 over all questions. Further, the overall correlation of the KBDI-II plates showing confidence 'normal' than it was verified that. Second, the BDIII was used in each group to examine internal consistency and thus, whether Cronbach's alpha values were greater than 0.94. Third, the principal component analysis sought to extract factors in a way consistent with the results inspected last 3 factors were extracted and the total variance explained was 47.3%. Fourth, the Cutting calculated the score on the KBDI-II for ROC (Receiver operator characteristic) analysis yielding 18 dot, with the highest sensitivity and specificity was seen. Conclusion : Based on the results of this Study, the KBDI-II cut-off point should be valid as prescribed in 18 is considered.

Research on the influence of web celebrity live broadcast on consumer's purchase intention - Adjusting effect of web celebrity live broadcast contextualization

  • Zou, Ji-Kai;Guo, Han-Wen;Liu, Zi-Yang
    • Journal of the Korea Society of Computer and Information
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    • v.25 no.6
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    • pp.239-250
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    • 2020
  • The purpose of this paper is to explore the influence of the "contextualization" effect of web celebrity live broadcast on the e-commerce platform on consumers' perception of product value, risk and purchase intention. Live in this paper, using Taobao shopping consumers as the research object, the survey method, questionnaire survey is adopted, the form through the questionnaire and distributed network, a live in order to further validation of web celebrity effect of contextualized actual influence on consumer purchase intention, questionnaire design the Likert scale, seven and recycling questionnaire analysis using the statistical software SPSS 23.0 and AMOS 22.0 after processing the data. After determining the reliability and validity of the questionnaire, the exploratory factor analysis was used to verify the hypothesis and calculate the actual adjustment degree of the "contextualization" effect of web celebrity live broadcasting on consumers' purchase intention. The research results of this paper are summarized as follows :(1) consumers' perceived value of products can significantly positively affect their purchase intention, while perceived risk has a significantly negative impact on their purchase intention; (2) consumers' trust and purchase intention to products are regulated by the "contextualization" of web celebrity live broadcast. Specifically, for web celebrity live broadcasting with good "contextualization" effect, the perceived value of consumer products has a positive impact on product trust, which is higher than that of web celebrity live broadcasting with poor "contextualization" effect. In terms of resolving consumers' perceived risks to products, web celebrity live broadcast with good "contextualization" effect is also significantly better than web celebrity live broadcast with poor "contextualization" effect. Based on empirical analysis, this paper concludes that web celebrity live broadcasting will become a new breakthrough for the sustainable growth of the e-commerce industry, and puts forward Suggestions on the e-commerce marketing mode and the transformation of web celebrity live broadcasting industry.