• Journal of dental hygiene science
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• v.7 no.1
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• pp.37-47
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• 2007

Targeting dental hygienists who work in clinical division and public dental health division, this study was to investigate and analyze their working environment by work division, so that it could make basic material available in the interest of efficiently employing technical manpower specializing in public health and their better work environment in the future. 1. In terms of the sociodemographic characteristics of respondents, it was found that employees in public health were married in higher percentage and had higher age with longer career than those in clinical division, and it was noted that the former group had higher percentage in longer academic career than the latter group. 2. In terms of working days and hours, it was found that dental hygienists employed in public health worked 5 days a week(95.8%), while those in clinical division worked 6 days a week(70.3%). That is, the latter group worked longer days a week than the former group. 3. In terms of annual regular holidays, it was found that dental hygienists in public health division mostly took 11 to 20 days off a year, while those in clinical division mostly took 1 to 3 days off a year. That is, the former group is significant different in annual holidays from the latter group. 4. In terms of pay and allowances, it was found that most of public health group(89.4%) got monthly pay, while most of clinical group(65.4%) got the pay in annual salary. 5. In terms of reorientation experiences, it was found that 63.5% of total respondents didn't have any opportunity of domestic and overseas reorientation. And in terms of financial sponsorship for reorientation, it was noted that 54.0% of total respondents were financially supported for their reorientation by the institution they work for. 6. In terms of in-house welfare environment for married employees, it was found that 85.5% respondents ever faced no discrimination in job opportunities. In terms of the availability of maternity leave, it was noted that 69.2% respondents used the maternity leave, and 74.8% respondents used the maternity leave during 3 months. 7. In terms of quitting job, it was found that 46.8% respondents had ever left their job(public health group: 53.8%, clinical group: 45.8%), while the remaining 53.2% respondents(public health group: 46.2%, clinical group: 54.2%) had never left their job. Here, it is found that the employees in public health accounted for somewhat higher percentage in quitting job than those in clinical division. In terms of the number of leaving job, it was noted that most(50.8%) respondents left their job once, and there were similar distributions in quitting job between these both groups. In terms of the reason for quitting job, it was found that 29.2% respondents left their job due to desire for better pay(allowance) and working conditions.

• Korean Journal of Fisheries and Aquatic Sciences
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• v.27 no.2
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• pp.114-120
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• 1994

To clarify the effect of storage temperature on the morphological and histological changes of plaice, Paralichthys olivaceus muscle at early stages after killing, the changes in breaking strength of muscle, morphological observation of myofibrils and histological observation of extracellular spaces during storage at $0^{\circ}C\;and\;10^{\circ}C$ were studied. The maximum breaking strength of samples stored at $0^{\circ}C$ was reached within 10hrs and then it dropped significantly (p<0.05) from 10hrs to 25hrs of storage. However, breaking strength was not increased in fresh muscle stored at $10^{\circ}C$ and gradually decreased after 10hrs storage. In myofibrils prepared from dorsal muscle immediately after death, A-band, I-band, H-band and Z-line in sarcomere were clearly distinguishable from each other. Due to muscle contraction, it was not easy to distinguish H-band from I-band observed in sarcomere stored at $0^{\circ}C$ after 10hrs storage. But, in the case of samples stored at $10^{\circ}C$, H-band could be observed dimly until 15hrs of storage. The changes in morphological myofibrils were closely related to increase of breaking strength. No extracellular space was observed among muscle cells immediately after killing. Stored samples at $0^{\circ}C$ showed extracellular spaces after 15hrs storage. On the other hand, samples stored at $10^{\circ}C$ didn't show any extracellular spaces until 15hrs storage and showed extracellular spaces after 24hrs storage. It was thought that the post-mortem tenderization of plaice muscle was closely related to the gradually disintegration of the extracellular matrix structure after killing.

• Nuclear Engineering and Technology
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• v.4 no.3
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• pp.214-222
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• 1972

In the optic,11 grade LiF crystal, the electron traps corresponding to the thermoluminescence(abbreviated to TL) glow peak develop as irradiation dose is increased. Originally the electron trap of the crystal has two levels but as the dose reaches to the order of 10$^4$rontgen, it attains five levels as observed in the TL glow curves. The five trap depths are determined from the glow peak temperatures for two different heating rates, $\theta$=6.6$^{\circ}C$/sec and 3.4$^{\circ}C$/sec. The electron trap depths have the following values E$_1$=0.79 eV, E$_2$=0.93 eV, E$_3$=1.02 eV, E$_4$=1.35 eV, E$_{5}$=1.69eV. The special feature of thermoluminescence of optical grade LiF is that the traps, except E$_1$and E$_2$corresponding to 12$0^{\circ}C$ glow peak and 15$0^{\circ}C$ glow peak for $\theta$=6.6$^{\circ}C$/sec, have severe thermal instability, namely E$_3$, E$_4$and E$_{5}$ levels disappear during bleaching process. These defects in the optical grade LiF crystal seem annealed out during the course of TL measurement. The fresh or long time unused LiF(Mg) crystal shows only two glow peaks at 17$0^{\circ}C$ and 23$0^{\circ}C$ for $\theta$=6.6$^{\circ}C$/sec, but upon sensitization with r-ray irradiation, it converts to the six glow peak state. The four electron traps, E$_1$, E$_2$, E$_3$, and E$_{6}$ created by r-ray irradiation and corresponding to the glow peaks at T=10$0^{\circ}C$ 13$0^{\circ}C$, 15$0^{\circ}C$ and 29$0^{\circ}C$ are stable and not easily annealed out thermally, The sensitization essentially required to LiF(Mg) dosimeter is to give the crystal the stable six levels in the electron trap. In optical grade LiF, the plot between logarithm of total TL output versus logarithm of r-ray dose gives more supra-linear feature than that of LiF(Mg). However, if one takes the height of 12$0^{\circ}C$ glow peak(S=6.6$^{\circ}C$/sec), instead of the total TL output, the curve becomes close to that of LiF(Mg).

• Journal of the East Asian Society of Dietary Life
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• v.17 no.6
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• pp.834-839
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• 2007

This study was designed to determine the optimal ratio of dropwort powder in castella by adding the powder at levels of 0, 3, 6, 9, and 12% respectively. The properties of the castella were analyzed by specific gravity, specific volume, color determinations, texture properties and sensory evaluation. The Specific gravity increased with increasing amount of dropwort powder. However, the specific volume decreased with increasing dropwort powder. For the color values, as more dropwort powder was added, the L-value decreased. The castella with 9% dropwort powder had a higher hardness, gumminess, and chewiness. A sensory panel perceived that the external and internal color of the castella become darker with the dropwort powder substitution and the grain size decreased with increasing amount dropwort powder, while sweet taste showed no significant difference. The order of overall preference was DP 9>DP 6>DP 12>CON>DP 3. Therefore, the substitution of 9% of wheat flour with dropwort powder was recommended in the production of castella.

• Journal of Animal Environmental Science
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• v.15 no.1
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• pp.37-50
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• 2009

The purpose of this study was to investigate the effects of on-farm management systems(including the farm size, stocking density of growing-finishing phase, proportion of finisher diet and type of growing-finishing building) and pre-slaughter handling(including the transportation time and loading time) on carcass grade, the incidence of PSE pork, the meat quality score for intra-muscle fat, inter-muscle fat, subcutaneous fat and score for elasticity of market pigs. For this study, 248,787 pigs of 53 different farms were used to establish the pork quality assurance program and to meet the comsumer's need. The results are summarized as follows. 1. The farm size had significant influence on carcass grade, in which showing the higher grade by increasing the farm size. However, the incidence of PSE pork were not significantly differences among the farm size. The meat quality score for intra-muscle fat, inter-muscle fat, subcutaneous fat and score for elasticity of market pigs were not significant influenced by farm size. 2. The stocking density of growing-finishing phase was statistically significant for carcass grade, in which showing the higher grade in mid density group. However, the incidence of PSE pork was higher in high density group. The meat quality score for intra-muscle fat, inter-muscle fat and elasticity of market pigs were greater in mid density groups, but not influenced by stocking density for subcutaneous fat score. 3. The carcass grade and the incidence of PSE pork were not significantly influenced by transportation time. However, transportation time significantly affected the meat quality score, the meat quality score for intra-muscle fat, inter-muscle fat, subcutaneous fat and elasticity of the carcasses were superior in more than 1 hour transportation groups. 4. At any time loading, the carcass grade and PSE incidence were not significantly differences. However, the meat quality score for intra-muscle fat, inter-muscle fat and elasticity of market pigs were superior in before 10 AM groups, but not influenced by loading time for subcutaneous fat score. 5. The proportion of finisher diet had not significant influence on carcass grade, but PSE incidence affected by proportion of finisher diet, 21 percent or more group was higher PSE incidence. The meat quality score for intra-muscle fat and inter-muscle fat of the carcasses were superior in 21 percent or more fed finisher diet groups, but elasticity score of carcass had not influenced by the proportion of finisher diet. 6. The type of growing-finishing building was affected the carcass grade and PSE incidence of the market pigs, carcass grade and PSE incidence were superior in enclosed mechanical ventilation building groups. The meat quality score for intra-muscle fat and inter-muscle fat of the carcasses were not significantly differences by the type of finishing building, but the score of subcutaneous fat and elasticity of carcass were superior in opened natural ventilation building groups. In conclusion, the results of this study suggest that we have more precise on-farm management practice and the knowledge related to pre-slaughter handling skills to reduce the stress and improve the status of welfare of market pigs.

• Journal of Periodontal and Implant Science
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• v.30 no.2
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• pp.213-231
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• 2000

이 연구의 목적은 다공성의 CPP 내부에 쥐의 장골의 골수에서 유래된 세포를 접종하고 3차 원적으로 배양하여 CPP가 골 형성을 위한 조직공학의 지지체로 적용가능한가를 연구하는 것과 Calcium PolyPhosphate(CPP)의 돌연변이 유발성을 검사하는 것이다. 무수 ($Ca(H_2PO_4)$)를 condensation하여 무결정의 ($Ca(PO_3)$)를 얻고 이를 용융하고 냉각시킨 후 분쇄하여 Calcium polyphosphate(CPP) powder를 얻었다. 다공성의 CPP는 5% $SiO_2$를 첨가하여 sponge 형태로 $450-550{\mu}m$ 소공의 크기를 가지는 것과(CPP-45ppi) $200-300{\mu}m$의 소공의 크기를 가지는 것(CCP-60ppi) 2가지로 제작하였다. 각각의 CPP matrices는 $5mm{\times}5mm{\times}1mm$의 블록 형태로 만들었다. 체중 100g 내외의 백서에서 장골(femur, tibia)을 채취하여 백서의 장골 골수 세포를 분리하여 배양한 후 24well에 CPP block을 넣고 CPP block 당 $10^5$개의 배양한 세포를 접종하였다. 배양 1, 7, 14, 및 21 일째에 각 well에서 trypsin EDTA를 이용하여 2회 반복하여 cell을 분리하였고, 원심분리한 후 hemacytometer로 측정하였다. 또, 45ppi와 60ppi, 그 리 고 Tissue Culture Polystyrene(control group)에 접종, 배양된 세포들의 염기성 인산분해효소활성도를 배양 7, 14, 및 21 일째에 각각 측정하였다. 각 기간별로 배양된 세포-CPP 혼합체내에서 세포의 부착 및 증식과 형성된 조직의 3차원적 형태를 관찰하기 위하여 주사전자현미경하에서의 관찰하였다. CPP의 돌연변이 유발성 검사 (mutagenicity test)를 위해 hypoxanthine-guanine phosphoribosyl transferase(HPRT) assay를 하였다. NIH3T3 cell line과 CHO-K1 cell line으로 각각 $1000{\mu}g/m{\ell}$, $100{\mu}g/m{\ell}$, $10{\mu}g/m{\ell}$ 그리고 $1{\mu}g/m{\ell}$의 CPP 농도에서 측정하였다. 통계적 분석을 위해서 모든 측정은 각군당 4개체 이상 시험하였고, 각 측정값은 평균값${\pm}$표준편차로 나타내었다. 각 군간의 통계적 유의성 검정을 위해서 Analysis of variance(ANOVA)를 이용하였고 Tukey의 방법으로 사후분석을 실시하였다. 제작된 CPP matrices 소공들이 서로간에 연결이 잘 되어있는 형태였다. 두 가지로 제조된 CPP(45ppi와 60ppi) 모두에서 세포의 부착이 잘 일어났고, 부착된 세포의 분열도 잘 일어났다. 2 가지의 CPP 모두에서 7, 14, 21일째의 세포 수는 1일째에 비해 유의성 있게 증가하였다(P<0.01). 3차원적 구조인 Calcium PolyPhosphate에서 배양한 세포는 24well dish(tissue culture polystyrene)에서 평면적으로 배양한 대조군의 세포에서 보다 염기성 인산분해효소 (Alkaline Phosphatase)를 유의성 있게 높게 나타냈다. 주사전자현미경에서 세포-CPP 혼합체를 관찰한 결과, CPP block에 세포들이 잘부착되어 있었고, 시간이 지남에 따라 세포가 여러 층을 형성하면서 뭉치는 현상을 보였다. 또, HPRT assay 결과 , Calcium PolyPhosphate는 돌연변이 유발성을 보이지 않았다. 이상의 결과로 볼 때 CPP에는 세포부착이 잘 일어나고, 지지체 상에서 세포의 분열도 활발하게 일어나므로 골조직을 위한 조직공학의 우수한 지지체가 될 수 있을 것으로 사료된다.

• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.157-194
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• 2008

The popularity of communities on the internet has captured the attention of marketing scholars and practitioners. By adapting to the culture of the internet, however, and providing consumer with the ability to interact with one another in addition to the company, businesses can build new and deeper relationships with customers. The economic potential of online communities has been discussed with much hope in the many popular papers. In contrast to this enthusiastic prognostications, empirical and practical evidence regarding the economic potential of the online community has shown a little different conclusion. To date, even communities with high levels of membership and vibrant social arenas have failed to build financial viability. In this perspective, this study investigates the role of various kinds of influencing factors to online community loyalty and basically suggests the framework that explains the process of building purchase loyalty. Even though the importance of building loyalty in an online environment has been emphasized from the marketing theorists and practitioners, there is no sufficient research conclusion about what is the process of building purchase loyalty and the most powerful factors that influence to it. In this study, the process of building purchase loyalty is divided into three levels; characteristics of community site such as content superiority, site vividness, navigation easiness, and customerization, the mediating variables such as self congruency, consumer experience, and consumer to consumer interactivity, and finally various factors about online community loyalty such as visit loyalty, affect, trust, and purchase loyalty are those things. And the findings of this research are as follows. First, consumer-to-consumer interactivity is an important factor to online community purchase loyalty and other loyalty factors. This means, in order to interact with other people more actively, many participants in online community have the willingness to buy some kinds of products such as music, content, avatar, and etc. From this perspective, marketers of online community have to create some online environments in order that consumers can easily interact with other consumers and make some site environments in order that consumer can feel experience in this site is interesting and self congruency is higher than at other community sites. It has been argued that giving consumers a good experience is vital in cyber space, and websites create an active (rather than passive) customer by their nature. Some researchers have tried to pin down the positive experience, with limited success and less empirical support. Web sites can provide a cognitively stimulating experience for the user. We define the online community experience as playfulness based on the past studies. Playfulness is created by the excitement generated through a website's content and measured using three descriptors Marketers can promote using and visiting online communities, which deliver a superior web experience, to influence their customers' attitudes and actions, encouraging high involvement with those communities. Specially, we suggest that transcendent customer experiences(TCEs) which have aspects of flow and/or peak experience, can generate lasting shifts in beliefs and attitudes including subjective self-transformation and facilitate strong consumer's ties to a online community. And we find that website success is closely related to positive website experiences: consumers will spend more time on the site, interacting with other users. As we can see figure 2, visit loyalty and consumer affect toward the online community site didn't directly influence to purchase loyalty. This implies that there may be a little different situations here in online community site compared to online shopping mall studies that shows close relations between revisit intention and purchase intention. There are so many alternative sites on web, consumers do not want to spend money to buy content and etc. In this sense, marketers of community websites must know consumers' affect toward online community site is not a last goal and important factor to influnece consumers' purchase. Third, building good content environment can be a really important marketing tool to create a competitive advantage in cyberspace. For example, Cyworld, Korea's number one community site shows distinctive superiority in the consumer evaluations of content characteristics such as content superiority, site vividness, and customerization. Particularly, comsumer evaluation about customerization was remarkably higher than the other sites. In this point, we can conclude that providing comsumers with good, unique and highly customized content will be urgent and important task directly and indirectly impacting to self congruency, consumer experience, c-to-c interactivity, and various loyalty factors of online community. By creating enjoyable, useful, and unique online community environments, online community portals such as Daum, Naver, and Cyworld are able to build customer loyalty to a degree that many of today's online marketer can only dream of these loyalty, in turn, generates strong economic returns. Another way to build good online community site is to provide consumers with an interactive, fun, experience-oriented or experiential Web site. Elements that can make a dot.com's Web site experiential include graphics, 3-D images, animation, video and audio capabilities. In addition, chat rooms and real-time customer service applications (which link site visitors directly to other visitors, or with company support personnel, respectively) are also being used to make web sites more interactive. Researchers note that online communities are increasingly incorporating such applications in their Web sites, in order to make consumers' online shopping experience more similar to that of an offline store. That is, if consumers are able to experience sensory stimulation (e.g. via 3-D images and audio sound), interact with other consumers (e.g., via chat rooms), and interact with sales or support people (e.g. via a real-time chat interface or e-mail), then they are likely to have a more positive dot.com experience, and develop a more positive image toward the online company itself). Analysts caution, however, that, while high quality graphics, animation and the like may create a fun experience for consumers, when heavily used, they can slow site navigation, resulting in frustrated consumers, who may never return to a site. Consequently, some analysts suggest that, at least with current technology, the rule-of-thumb is that less is more. That is, while graphics etc. can draw consumers to a site, they should be kept to a minimum, so as not to impact negatively on consumers' overall site experience.

• Journal of the Korean Society for Library and Information Science
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• v.25
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• pp.343-388
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• 1993

The ability of any organization to innovate itself in a rapid change of environment means the existence of the organization. Innovative activity is achieved in different ways according to the objectives of organization. the characteristics of external environmental factors. and various attributes in organization. In the present study. all the existing approaches to the innovative nature of organization were synthetically compared to each other and evaluated: then. for a more rational approach. a research model was built and suggested by establishing the inclusive variables of the innovative nature of library organization and categorizing the types of such nature. Additionally. an empirical. analytical study on such a model was done. That is. paying regard to the fact that innovation has basically a close relation with the circumstantial factors of organization. synthetic, circumstantial relations were clarified. considering the external environmental factors and internal characteristics of organization. In the study. the innovation of library organization was seen in two parts i.e .. the feasible degree of technical innovation and the feasible degree of administrative innovation. Regarding the types of innovative implementation. according to the feasible degree of innovation, four types such as a stationary type. technic-oriented type, organization-oriented type. and technical-socio systematic type were classified. There were nine independent variables-i.e., the scale of organization. available resources of the organization, formalization, differentiation, specialization. decentralization, recognizant degree of the technical attribute. degree of response to the change of technical environment, and professional activities. There were three subordinate variables - i.e., technical innovation, administrative innovation. and the performance of organization. Through establishment of such variables, the factors which might influence the innovation of library organization were understood, and with the types of the innovative implementation of library organization being classified according to the feasible degree of innovation. the characteristics of library organization were reviewed in the light of each type. Also. the performance of library organization according to the types of the innovative implementation of library organization was analyzed. and the relations between the types of innovative implementation according to circumstantial variables and the performance of library organization were clarified. In order to clarify the adequacy of the research model in the methodology of empirical study, data were collected from 72 university libraries and 38 special libraries. and for a hypothetical test of the research model. an analysis of correlations, a stepwise regression analysis. and One Way ANOVA were utilized. The following are the major results or findings from the study 1) It appeared there is a trend that the bigger the scale of organization and available resources are, the more active the professional activity of the managerial class is, and the higher the recognizant degree of technical environment (recognizant degree of technical attributes and the degree of response t9 the change of technical environment) is, the higher the feasible degree of innovation becomes. 2) It appeared that among the variables influencing the feasible degree of technical innovation, the order from the variable influencing most was first, the recognizant degree of technical innovation: second, the available resources of organization: and third, professional activity. Regarding the variables influencing the feasible degree of administrative innovation from the most influential variable, it appeared they were the available resources of organization, the differentiation of organization. and the degree of response to the change of technical environment. 3) It appeared that the higher the educational level of the managerial class is, the more active the professional activity becomes. It seemed there is a trend that the group of library managers whose experience as a librarian was at the middle level(three years to six years of experience) was more active in research activity than the group of library managers whose experience as a librarian was at a higher level(more than ten years). Also, it appeared there is a trend that the lower the age of library managers is, the higher the recognizant degree of technical attributes becomes. and the group of library managers whose experience as a librarian was at the middle level (three years to six years of experience) recognized more affirmatively the technical aspect than the group of library managers whose experience as a librarian was at a higher level(more than 10 years). Also, it appeared that, when the activity of the professional association and research activity are active, the recognizant degree of technology becomes higher, and as a result. it influences the innovative nature of organization(the feasible degree of technical innovation and the feasible degree of administrative innovation). 4) As a result of the comparison and analysis of the characteristics of library organization according to the types of innovative implementation of library organization. it was indicated there is a trend that the larger the available resources of library organization, the higher the organic nature of organization such as differentiation. decentralization, etc., and the higher the level of the operation of system development, the more the type of the innovative implementation of library organization becomes the technical-socio systematic type which is higher both in the practical degrees of technical innovation and administrative innovation. 5) As a result of the comparison and analysis of the relations between the types of innovative implementation and the performance of organization, it appeared that the order from the highest performance of organization is the technical-socio systematic type, then the technic-oriented type, the organization­oriented type, and finally the stationary type which is lowest in such performance. That is, it demonstrated that, since the performance of library organization is highest in the library of the technical-socio systematic type while it is lowest in the library whose practical degrees in both technical innovation and administrative innovation are low, the performance of library organization differs significantly according to the types of innovative implementation of library organization. The present study has extracted the factors influencing innovation, classified systematically the types of innovative implementation, and inferred the synthetical, circumstantial correlations between the types and the performance of organization, and empirically inspected those factors. However, due to the present study's restrictive matters and the limit of the research design, results from the study should be more prudently interpreted. Also, the present study, as an investigative study of the types of innovative implementation, with few preceding studies, requires more complete hypothetical inference based on the results of the present study. In other words, if more systematical studies are given to understanding the relations, it will devote the suggestion and demonstration of a more useful theory.

• Asia Marketing Journal
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• v.14 no.2
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• pp.65-96
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• 2012

Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R² of adoption of rumor is .476 and R² of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

• Journal of Sensor Science and Technology
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• v.10 no.1
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• pp.62-70
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• 2001

The ZnSe sample grown by chemical bath deposition (CBD) method were annealed in Ar gas at $45^{\circ}C$. Using extrapolation method of X-ray diffraction pattern, it was found to have zinc blend structure whose lattice parameter $a_o$ was $5.6687\;{\AA}$. From Hall effect, the mobility was likely to be decreased by impurity scattering at temperature range from 10 K to 150 K and by lattice scattering at temperature range from 150 K to 293 K. The band gap given by the transmission edge changed from $2.700{\underline{5}}\;eV$ at 293 K to $2.873{\underline{9}}\;eV$ at 10 K. Comparing photocurrent peak position with transmission edge, we could find that photocurrent peaks due to excition electrons from valence band, ${\Gamma}_8$ and ${\Gamma}_7$ and to conduction band ${\Gamma}_6$ were observed at photocurrent spectrum. From the photocurrent spectra by illumination of polarized light on the ZnSe thin film, we have found that values of spin orbit coupling splitting ${\Delta}so$ is $0.098{\underline{1}}\;eV$. From the PL spectra at 10K, the peaks corresponding to free bound excitons and D-A pair and a broad emission band due to SA is identified. The binding energy of the free excitons are determined to be $0.061{\underline{2}}\;eV$ and the dissipation energy of the donor -bound exciton and acceptor-bound exciton to be $0.017{\underline{2}}\;eV$, $0.031{\underline{0}}\;eV$, respectively.