• Asia Marketing Journal
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• v.12 no.1
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• pp.51-79
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• 2010

This study is based on recent advances in celebrity traits and self-determination researches to address how consumers develop the strong attachment to a "star brand," and the effect of consumer's attachment to star brand on evaluation of product brand sponsored by the star. We use the consumers' need satisfaction and star traits as major causal factors that influence consumer's attachment to a star brand. Specifically this article uses autonomy need, relatedness need, competence need as the dimensions of need satisfaction and expertness, trustworthiness, likeability, and similarity as the key star traits. The purpose of this study is to investigate the influence of these factors on the consumer's attachment to star brand and how consumer's evaluation of product brand sponsored by star is moderated by the fitness level of between the image of star brand and the image of sponsored product brand. To collect the data, survey was taken in a University located in Incheon. Collected data are analysed using SPSS 15.0 and AMOS 7.0. The results show that when the star brand is perceived as more trustworthy and likeable, and satisfies autonomy need and relatedness need, the consumer is more likely to become strongly attached to him or her. The hypothesis that consumer's attachment to star brand will have the positive influence on the evaluation of product brand sponsored by star is supported. And hypothesis that consumer's attitude to a sponsored product brand is moderated by the fitness level of between the image of star brand and the image of sponsored product brand is also supported. The empirical results imply that star brand to which consumers are attached may have the significant positive impact on the consumers' evaluation process of endorsed product brand and purchase behavior, and that marketers should consider need dimensions which target consumers want to satisfy and the fitness level of between the image of star brand being considered as endorser and the image of product brand.

• Journal of Global Scholars of Marketing Science
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• v.18 no.1
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• pp.59-80
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• 2008

Recently, e-sports are growing with potentiality as a new industry with conspicuous profit model. But studies that dealing with e-sports are not enough. Hence, proposes of this paper are both to establish basic model that is for the design of e-sport marketing strategy and to contribute toward future studies which are related to e-sports. Recently, the researches to explain sports-sponsorship through the identification theory have been discovered. Many researches say that somewhat proper identification is a requirement for most sponsors to improve the their images which is essential to sponsorship activity. Consequently, the research for sponsorship associated with identification in the e-sports, not in the physical sports is the core sector of this study. We extracted the variables from online's major characteristics and existing sport sponsorship researches. First, because e-sports mean the tournaments or leagues in the use of online game, the main event of the game is likely to call it online game. Online media's attributes are distinguished from those of offline. Especially, interactivity, anonymity, and expandibility as a e-sport game attributes are able to be mentioned. So, these inherent online attributes are examined on the relationship with flow. Second, in physical sports games, Fisher(1998) revealed that team similarity and team attractivity were positively related to team identification. Wann(1996) said that the result of former game influenced the evaluation of the next game, then in turn has an effect on the identification of team supporters. Considering these results in the e-sports side, e-sports gamer' attractivity, similarity, and match result seem to be important precedent variables of the identification with a gamer. So, these e-sport gamer attributes are examined on the relationship with both flow and identification with a gamer. Csikszentmihalyi(1988) defined the term flow as feeling status for him to be making current positive experience optimally. Hoffman and Novak(1996) also said that if a user experienced the flow he would visit a website without any reward. Therefore flow might be positively associated with user's identification with a gamer. And, Swanson(2003) disclosed that team identification influenced the positive results of sponsorship, which included attitude toward sponsors, sponsor patronage, and satisfaction with sponsors. That is, identification with a gamer expect to be connected with corporation identification significantly. According to the above, we can design the following research model. All variables used in this study(interactivity, anonymity, expandibility, attractivity, similarity, match result, flow, identification with a gamer, and identification with a sponsor) definitely were defined operationally underlying precedent researches. Sample collection was carried out to the person who has an experience to have enjoyed e-sports during June 2006. Much portion of samples is men because much more men than women enjoy e-sports in general. Two-step approach was used to test the hypotheses. First, confirmatory factor analysis was committed to guarantee the validity and reliability of variables. The results showed that all variables had not only intensive and discriminant validity, but also reliability. Then, research model was examined with fully structural equation using LISREL 8.3 version. The fitness of the suggested model mostly was at the acceptable level. Shortly speaking about the results, first of all, in e-sports game attributes, only interactivity which is called a basic feature in online situation affected flow positively. Secondly, in e-sports gamer's attributes, similarity with a gamer and match result influenced flow positively, but there was no significant effect in the relationship between the attractivity of a gamer and flow. And as expected, similarity had an effect on identification with a gamer significantly. But unexpectedly attractivity and match result did not influence identification with a gamer significantly. Just the same as the fact verified in the many precedent researches, flow greatly influenced identification with a gamer, and identification with a gamer continually had an influence on the identification with a sponsor significantly. There are some implications in these results. If the sponsor of e-sports supports the pro-game player who absolutely should have the superior ability to others and is similar to the user enjoying e-sports, many amateur gamers will feel much of the flow and identification with a pro-gamer, and then after all, feel the identification with a sponsor. Such identification with a sponsor leads people enjoying e-sports to have purchasing intention for products produced by the sponsor and to make a positive word-of-mouth for those products or the sponsor. For the future studies, we recommend a few ideas. Based on the results of this study, it is necessary to find new variables relating to the e-sports, which is not mentioned in this study. For this work to be possible, qualitative research seems to be needed to consider the inherent e-sport attributes. Finally, to generalize the results related to e-sports, a wide range of generations not a specific generation should be researched.

• Journal of the Korean Society of Surveying, Geodesy, Photogrammetry and Cartography
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• v.33 no.1
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• pp.45-52
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• 2015

The interoperability of multi-source data has become more important due to various digital maps, produced from public institutions and enterprises. In this study, the automatic matching algorithm of multi-source building data using hierarchical matching was proposed. At first, we divide digital maps into blocks and perform the primary geometric registration of buildings with the ICP algorithm. Then, corresponding building pairs were determined by evaluating the similarity of overlap area, and the matching threshold value of similarity was automatically derived by the Otsu binary thresholding. After the first matching, we extracted error matching candidates buildings which are similar with threshold value to conduct the secondary ICP matching and to make a matching decision using turning angle function analysis. For the evaluation, the proposed method was applied to representative public digital maps, road name address map and digital topographic map 2.0. As a result, the F measures of matching and non-matching buildings increased by 2% and 17%, respectively. Therefore, the proposed method is efficient for the matching of building polygons from multi-source digital maps.

• Journal of the Korean Society of Surveying, Geodesy, Photogrammetry and Cartography
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• v.31 no.6_1
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• pp.483-491
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• 2013

By a development of car navigation systems and mobile or positioning technology, it increases interest in location based services, especially pedestrian navigation systems. Updating of digital maps is important because digital maps are mass data and required to short updating cycle. In this paper, we proposed change detection for different network data-sets based on areal feature matching. Prior to change detection, we defined type of updating between different network data-sets. Next, we transformed road lines into areal features(block) that are surrounded by them and calculated a shape similarity between blocks in different data-sets. Blocks that a shape similarity is more than 0.6 are selected candidate block pairs. Secondly, we detected changed-block pairs by bipartite graph clustering or properties of a concave polygon according to types of updating, and calculated Fr$\acute{e}$chet distance between segments within the block or forming it. At this time, road segments of KAIS map that Fr$\acute{e}$chet distance is more than 50 are extracted as updating road features. As a result of accuracy evaluation, a value of detection rate appears high at 0.965. We could thus identify that a proposed method is able to apply to change detection between different network data-sets.

• Journal of Environmental Science International
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• v.20 no.2
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• pp.261-274
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• 2011

The studies on community structure of benthic macroinvertebrates and environmental survey in selected four sites were performed on wetland Upo from 2008 to 2009. The lowest water temperature was measured at Upo and Mokpo showing $7^{\circ}C$ in February of 2008 and 2009 respectively. The highest water temperature was measured at Upo showing $32^{\circ}C$ in August of 2009. The lowest pH was measured at Topyeong with 5.3 in August of 2009, and the highest pH was measured at Mokpo with 10.1 in August of 2008. Generally the levels pH of 2008 were higher than those of 2009. The range of electric conductivity to the sites was big. Overall, the higher electric conductivity was seen at Sajipo and the lower one was seen at Mokpo. The level of Dissolved oxygen was lowest at Upo with $5.53mg/\ell$ in August 2008, and it was highest at Upo with $14.76mg/\ell$ in February of 2008. The investigation was performed with both quantitative and qualitative collecting methods from four surveying sites, Upo, Mokpo, Sajipo and Topyeong. Through the eight times of seasonal survey, 6 classes, 17 orders, 59 families, 131 species and 5460 individuals of benthic macroinvertebrates were collected. 6 classes, 17 orders, 53 families 106 species and 2439 individuals were identified in 2008, and 6 classes, 16 orders, 44 families, 93 species and 3021 individuals were collected in 2009. The number of species was decreased in 2009 comparing that of 2008, however, the number of individuals were increased in 2009. The dominant species and the subdominant species was Plea (Paraplea) indistinguenda and Diplonychus esakii with 20.16% and 11.90% of dominant indices respectively. From the community analysis, both the species diversity index and the species richness index were highest in Topyeong showing 4.743 and 9.054 respectively. The similarity evaluation to the investigation sites with the species in there showed very high similarity among Upo, Mokpo and Sajipo showing 5 or lower levels of distance cluster combine.

• Korean Journal of Environment and Ecology
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• v.26 no.2
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• pp.247-256
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• 2012

We evaluated the landscape ecological value of selected minefields and wetland patches as a habitat of the forest bird community. The avian fauna of three minefields of 8.5ha, 17.4ha, and 40.6ha were evaluated by comparing that of three control sites of mountain area. Average number of forest bird species, number of individuals, species diversity index, species richness, and species evenness were analyzed according to the size of patch and environmental characteristics such as the presence of wetland and connectivity. Community similarity was evaluated between test and control plots. Avian fauna can be summarized as follows. First, 63 species were recorded, and the sum of maximum counts was 828 individuals. Species diversity index was 3.8, and the species richness was 9.2. Species evenness was 93.3. Second, small, isolated forest patch had a low average number of species and individuals as expected. But, small forest patches with streams had higher bird density than patches without water surface. Third, forest patches with marsh wetland were evaluated as lower habitat quality than forest patches with stream wetland in terms of the number of bird species per unit area, number of individuals per unit area, species diversity index, species richness index, and species evenness. Finally, Community similarity of the small forest patches with streams was similar with large connected forest. As a result, lowland forest patch was shown the good quality for the forest bird community in spite of small extents, and community structure was similar with mountain forest bird community. Thus, riparian forest restoration could improve the biodiversity of the forest bird community.

• Journal of Digital Convergence
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• v.15 no.9
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• pp.87-97
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• 2017

This paper examined how consumers' attitude toward the telecommunication expense was affected by news reports through the experiment. Participants were randomly assigned to one of four group (control group, high-expense-claimed-media group, low-expense-claimed-media group, and both-exposed-media group), and asked to indicate credibility & neutrality toward media report, similarity between media report, and their own thought, their attitude toward the telecommunication expense. The result of ANOVA showed that the high-expense-claimed-media was perceived more credible and neutral than the low-expense-claimed-media. ANCOVA was conducted to eliminate the impact of similarity between media report and their own thought on the evaluation of credibility & neutrality toward media report, and the result showed that there was no difference. Also, participants evaluated the telecommunication service so expensive, regardless of what kind of media reports they were exposed. We found that consumers' prior belief, which telecommunication service was expensive, might interrupt consumers' learning process for new information from media. To resolve the social pressure about mobile service rate-cutting, it is necessary to investigate how to dampen consumers' stereotype about the telecommunication expense. The future research using the framing effect could be considerable.

• Korean Journal of Environment and Ecology
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• v.31 no.5
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• pp.433-443
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• 2017

Securing the species compositional integrity (typicalness and representativeness) is the essential prerequisite for an integrated management of vegetation resources using the phytosociological $relev\acute{e}s$ and plant communities of the Z.-M. school. This study is intended to develop a tool for qualitative and quantitative evaluation of species compositional homotoneity of a set of $relev\acute{e}s$ per syntaxon. The new homotoneities, actual homotoneity ($H_{act}$), and optimal homotoneity ($H_{opt}$) taking into account the heterogeneous factors of $relev\acute{e}s$ are proposed. The correlations between the floristic variables such as the vegetation type, the new homotoneities, and the previously studied homogeneous measures (e.g. Pfeiffer's homogeneity, basic homotoneity-coefficient, corrected homotoneity-coefficient, and mean floristic similarity) are analyzed by using Spearman's rank correlation coefficient. $H_{act}$ and $H_{opt}$ are effective in determining the difference of inter-synthesized units and of inter-$relev\acute{e}s$, respectively. $H_{act}$ is the homotoneity that is the most independent of the number of $relev\acute{e}s$. On actual vegetation with long-term human impact in the Korean Peninsula, $H_{opt}$ has become an aid to the more precise understanding of $H_{act}$ as substantive homogeneousness of species composition of syntaxa. It is expected that $H_{act}$ and $H_{opt}$ can be used for the selection of a sort of homogeneous vegetation data to build a phytosociological $relev\acute{e}$-database with consistency and objectiveness for national vegetation resources.

• Journal of KIISE
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• v.42 no.12
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• pp.1522-1534
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• 2015

This work presents a new method that can predict, without the use of training data, whether an input essay is written on a given topic. ConceptNet is a common-sense knowledge base that is generated automatically from sentences that are extracted from a variety of document types. An essay prompt is the topic that an essay should be written about. The method that is proposed in this paper uses ConceptNet and an essay prompt to decide whether or not an input essay is off-topic. We introduce a way to find the shortest path between two nodes on ConceptNet, as well as a way to calculate the semantic similarity between two nodes. Not only an essay prompt but also a student's essay can be represented by concept nodes in ConceptNet. The semantic similarity between the concepts that represent an essay prompt and the other concepts that represent a student's essay can be used for a calculation to rank "on-topicness" ; if a low ranking is derived, an essay is regarded as off-topic. We used eight different essay prompts and a student-essay collection for the performance evaluation, whereby our proposed method shows a performance that is better than those of the previous studies. As ConceptNet enables the conduction of a simple text inference, our new method looks very promising with respect to the design of an essay prompt for which a simple inference is required.

• The KIPS Transactions:PartA
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• v.12A no.6 s.96
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• pp.539-546
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• 2005

Recently, as the number of Internet users are growing explosively, e-learning has been applied spread, as well as remote evaluation of intellectual capacity However, only the multiple choice and/or the objective tests have been applied to the e-learning, because of difficulty of natural language processing. For the intelligent marking of short-essay typed answer papers with rapidness and fairness, this work utilize heterogenous linguistic knowledges. Firstly, we construct the semantic kernel from un tagged corpus. Then the answer papers of students and instructors are transformed into the vector form. Finally, we evaluate the similarity between the papers by using the semantic kernel and decide whether the answer paper is correct or not, based on the similarity values. For the construction of the semantic kernel, we used latent semantic analysis based on the vector space model. Further we try to reduce the problem of information shortage, by integrating Korean Word Net. For the construction of the semantic kernel we collected 38,727 newspaper articles and extracted 75,175 indexed terms. In the experiment, about 0.894 correlation coefficient value, between the marking results from this system and the human instructors, was acquired.