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A Study on the Measurement of the Pollution Level of Bacteria and Disinfection of Table and IP Cassette (촬영 테이블과 IP Cassette의 세균 오염도 측정 및 소독에 관한 연구)

  • Bae, Seok-Hwan;Lee, Moo-Sik;Lim, Chang-Seon;Kim, Gha-Jung
    • Journal of radiological science and technology
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    • v.31 no.3
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    • pp.229-237
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    • 2008
  • Purpose : For the number of microbes and the pollution level of bacteriology of IP Cassette and Table by laboratories, after identifying the bacteria before and after using alcohol and tissue including disinfectant and statistically testing, this research was intended to provide the basic data for the prevention and the right disinfection guideline for infection management of hospitals in diagnostic radiology. Subject and Method : The subject of this research was the general room of diagnostic radiology of a university hospital in Daejeon City. The research was conducted from Apr 5 to Apr 12, 2007. The number of microbes and the pollution level of bacteriology of IP Cassette and Table by laboratories were tested before and after using alcohol and tissue for disinfection including disinfectant. In order to collect specimens exactly, they were collected with the nurse who specialized in infection management of the hospital, and statistical processing was done with SPSS V13.0. To compare the results before and after using alcohol and tissue, T-test was implemented, and post-hoc test was conducted. Results : Bacteria were detected in 19 cases of 24 subjects(79.2%), however, they were not detected in 5 cases(20.8%). 7kinds of bacteria were detected as isolated bacteria, of which Methicillin Resistant coagulase-negative Staphylococci(MRCNS) were detected in 15 cases(62.5%), which was most, Methicillin Resistant Staphylococcus Aureus(MRSA) in 6 cases(16.7%), Enterococcus Faecium(EFM) in 5 cases(20.8%), Acinetobacter baumannii(ABA) in 2 cases(8.3%), and Bacillus sp, Coagulase-negative Staphylococci(CNS), and Enterococcus sp(ENT) in 1 case, respectively(4.2%). In all bacteria except ABA, Gram positive bacillia were detected in 30 cases(97%), and Gram negative bacilli were detected only in 1 case(3%). As for the kinds of bacteria and the number of groups before and after using 70% Alcohol by Groups, when the bacteria were identified after disinfecting IP Cassette and Table with 70% Alcohol, all the bacteria became extinct in both IP Cassette and Table Group(100%). As for the kinds and number of bacteria before and after using Tissue Cleaner by Groups, the bacteria in Tissue Cleaner Group became completely extinct only in 10 Groups(71.2%), and in 4 Groups, there was much decrease in bacteria, however, they were still detected. The extinction rate of all the bacteria was 91.5%. That is, though the other bacteria became extinct(100%), that of MRCNS bacteria was lowest(83.6%), followed by MRSA(95%). Conclusion : As a result of comparing the mean of the bacteria which were detected before and after using 70% Alcohol and Tissue Cleaner, there was statistically significant in the significant level of 5% in both of them.

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MICROTENSILE BOND STRENGTH ACCORDING TO DIFFERENT DENTIN WALL POSITIONS AND CURING LIGHTS IN CLASS I CAVITY OF PRIMARY MOLAR (유구치 I급 와동에서 와동벽 위치와 중합광원에 따른 Microtensile Bond Strength 비교 연구)

  • Lee, Hyeon-Heon;Jang, Chul-Ho;Kim, Young-Jae;Kim, Jung-Wook;Jang, Ki-Taeg
    • Journal of the korean academy of Pediatric Dentistry
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    • v.34 no.1
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    • pp.62-72
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    • 2007
  • The purpose of present study was to determine whether different kinds of curing lights can alter microtensile bond strength(MTBS) of class I cavity pulpal and axial wall specimens in primary molar. Thirty clean mandibular 2nd primary molar's occlusal enamel were removed and class I cavity, size of $2{\times}4{\times}2mm$ was prepared. Dentin bonding agent was applied according to manufacturer's manual. Each group was cured with Halogen Curing Unit, Plasma Curing Unit and LED Curing Unit. Composite resin was bulk filled and photo cured with same curing unit. MTBS specimens which size is $0.7{\times}0.7{\times}4mm$ were prepared with low speed saw. Specimens were coded by their curing lights and wall positions (Halogen - Axial wall group, Halogen - Pulpal wall group, Plasma - Axial wall group, Plasma - Pulpal wall group, LED - Axial wall group, LED - Pulpal walt group). MTBS were tested at 1 mm/min cross Head speed by Universal Testing Machine. Fractured surface and bonding surface was observed with SEM. T-test between axial and pulpal specimens in each curing lights, one-way ANOVA among different curing light specimens in each wall positions were done. Weibull distribution analysis was done. The results were as follows : Mean MTBS of pulpal wall specimens were significantly greater than that of axial wall specimens at each curing units(p<.05). There was no significant difference in the MTBS among three curing units at axial wall and pulpal wall. In Weibull distribution, pulpal wall specimens were more homogeneous than axial wall specimens.

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A Feasibility Study for Decision-Making Support of a Radioactive Contamination Model in an Urban Environment (METRO-K) (도시환경 방사능오염 평가모델 METRO-K의 대응행위 결정지원을 위한 실용성 연구)

  • Hwang, Won-Tae;Han, Moon-Hee;Jeong, Hyo-Joon;Kim, Eun-Han;Lee, Chang-Woo
    • Journal of Radiation Protection and Research
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    • v.33 no.1
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    • pp.27-34
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    • 2008
  • A Korean urban contamination model METRO-K (${\underline{M}}odel$ for ${\underline{E}}stimates$ the ${\underline{T}}ransient$ Behavior of ${\underline{R}}adi{\underline{O}}active$ Materials in the ${\underline{K}}orean$ Urban Environment, which is capable of calculating the exposure doses resulting from radioactive contamination in an urban environment, is taking part in a model testing program EMRAS (${\underline{E}}nvironmental$ ${\underline{M}}odelling$ for ${\underline{RA}}diation$ ${\underline{S}}afety$) oragnized by the IAEA (${\underline{I}}nternational$ ${\underline{A}}tomic$ ${\underline{E}}nergy$ ${\underline{A}}gency$). For radioactive contamination scenarios of Pripyat districts and a hypothetical RDD (${\underline{R}}adiological$ ${\underline{D}}ispersal$ ${\underline{D}}evice$), the predicted results using METRO-K were submitted to the EMRAS's Urban Contamination Working Group. In this paper, the predicted results for the contamination scenarios of a Pripyat district were shown in case of both without remediation measures and with ones. Comparing with the predictied results of the models that have taken part in EMRAS program, a feasibility for decision-making support of METRO-K was investigated. As a predicted result of METRO-K, to take immediately remediation measures following a radioactive contamination, if possible, might be one of the best ways to reduce exposure dose. It was found that the discrepancies of predicted results among the models are resulted from 1) modeling approaches and applied parameter values, 2) exposure pathways which are considered in models, 3) assumptions of assessor such as contamination surfaces which might affect to an exposure receptor and their sizes, 4) parameter values which are related with remediation measures applied through literature survey. It was indentified that a Korean urban contamination model METRO-K is a useful tool for dicision-making support through the participation of EMRAS program.

Empirical Analyses of the Factors Influencing on the Intention to Use Smart Home Services (스마트 홈 서비스 이용의도에 대한 영향요인에 관한 실증적 분석)

  • Lee, Il-Gu;Kim, Sang-Hoon
    • Journal of Service Research and Studies
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    • v.9 no.2
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    • pp.55-76
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    • 2019
  • This study conducted empirical analyses to investigate the factors affecting the intention to use smart home services. Based on the previous relevant studies, the characteristics of smart home service were found to influence on the intention to use smart home service, and four variables(ubiquitous connectivity, reliability, context awareness, and security) concerning the service characteristics could be derived. And referring to the technology acceptance model(TAM), the updated TAM, IS success model, and the theory of reasoned action(TRA), three variables such as perceived ease of use, perceived usefulness and subjective norm were also likely to affect the intention to use smart home service, and the user innovativeness was inferred to play a role of moderating variable. In order to examine the research model and the hypotheses which could describe the relationship of the above mentioned variables, this study surveyed 447 people who were currently using or would use the smart home services, and then tested the hypotheses for 436 valid responses. The results of hypotheses testing showed that reliability, context awareness, and security have a significant effect on perceived usefulness and on perceived ease of use. However, it was found that ubiquitous connectivity significantly affected perceived usefulness but did not affect perceived ease of use. And perceived ease of use, perceived usefulness and subjective norm had significant effect on the intention to use smart home services. Also, user innovativeness as moderating variable was found to significantly influence on the magnitude of the relationship between ubiquitous connectivity and perceived usefulness and on that between reliability and perceived ease of use. This can be interpreted as the findings implying that innovative smart home-service users are likely to feel the smart home-services more useful than ordinary users when the degree of ubiquitous connectivity is higher, and are likely to perceive the use of smart home-services to be easier than ordinary ones when the degree of reliability is higher.

Development of Program for Renal Function Study with Quantification Analysis of Nuclear Medicine Image (핵의학 영상의 정량적 분석을 통한 신장기능 평가 프로그램 개발)

  • Song, Ju-Young;Lee, Hyoung-Koo;Suh, Tae-Suk;Choe, Bo-Young;Shinn, Kyung-Sub;Chung, Yong-An;Kim, Sung-Hoon;Chung, Soo-Kyo
    • The Korean Journal of Nuclear Medicine
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    • v.35 no.2
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    • pp.89-99
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    • 2001
  • Purpose: In this study, we developed a new software tool for the analysis of renal scintigraphy which can be modified more easily by a user who needs to study new clinical applications, and the appropriateness of the results from our program was studied. Materials and Methods: The analysis tool was programmed with IDL5.2 and designed for use on a personal computer running Windows. For testing the developed tool and studying the appropriateness of the calculated glomerular filtration rate (GFR), $^{99m}Tc$-DTPA was administered to 10 adults in normal condition. In order to study the appropriateness of the calculated mean transit time (MTT), $^{99m}Tc-DTPA\;and\;^{99m}Tc-MAG3$ were administered to 11 adults in normal condition and 22 kidneys were analyzed. All the images were acquired with ORBITOR. the Siemens gamma camera. Results: With the developed tool, we could show dynamic renal images and time activity curve (TAC) in each ROI and calculate clinical parameters of renal function. The results calculated by the developed tool were not different statistically from the results obtained by the Siemens application program (Tmax: p=0.68, Relative Renal Function: p:1.0, GFR: p=0.25) and the developed program proved reasonable. The MTT calculation tool proved to be reasonable by the evaluation of the influence of hydration status on MTT. Conclusion: We have obtained reasonable clinical parameters for the evaluation of renal function with the software tool developed in this study. The developed tool could prove more practical than conventional, commercial programs.

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Comparison of adhesive strength of resinous teeth splinting materials according to enamel surface treatment (법랑질 표면 처리방법에 따른 레진계 치아 고정재료의 접착강도 비교)

  • Lee, Ye-Rim;Kim, Soo-Yeon;Kim, Jin-Woo;Park, Se-Hee;Cho, Kyung-Mo
    • Journal of Dental Rehabilitation and Applied Science
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    • v.35 no.2
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    • pp.72-80
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    • 2019
  • Purpose: The purpose of this study is to compare and analyze the shear bond strength and fracture pattern in different enamel tooth surface treatments for resin splinting materials. Materials and Methods: G-FIX and LightFix were used as tooth splinting materials. Twenty bovine mandibular incisors were used for the preparation of the specimens. The exposed enamel surface was separated into four parts. Each tooth was treated with 37% phosphoric acid, 37% phosphoric acid + adhesive resin, 37% phosphoric acid + G-premio bond, and G-premio bond for each fraction. Shear bond strength was measured using a universal testing machine. After measuring the shear bond strength, the fractured surface of the specimen was magnified with a microscope to observe the fracture pattern. Two-way ANOVA was used to verify the interaction between the material and the surface treatment method. One-way ANOVA was used for comparison between the surface treatment methods of each material and post-hoc test was conducted with Scheffe's test. An independent t-test was conducted to compare shear bond strengths between materials in each surface treatment method. All statistics were conducted at 95% significance level. Results: G-FIX, a tooth splinting resin, showed similar shear bonding strength when additional adhesive resins were used when material was applied after only acid etching, and LightFix showed the highest shear bonding strength when additional adhesive resins were used after the acid etching. In addition, both G-FIX and LightFix showed the lowest shear bond strength when only self-etching adhesive was applied without additional acid etching. Verification of interactions observed interconnection between resins and surface treatment methods. Most of the mixed failure was observed in all counties. Conclusion: When using G-FIX and LightFix, which are tooth-splinting materials, it is considered that sufficient adhesion will be achieved even after applying only acid etching as instructed by the manufacturer.

Fertilizer Effect of Waste Nutrient Solution in Greenhouses for Young Radish Cultivation (열무 재배를 위한 시설하우스 폐양액의 비료 효과)

  • Hong, Youngsin;Moon, Jongpil;Park, Minjung;Son, Jinkwan;Yun, Sungwook
    • Journal of Bio-Environment Control
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    • v.31 no.4
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    • pp.460-467
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    • 2022
  • The purpose of this study is to enhance utilization of the waste nutrient solution (WNS) disposed at the hydroponic greenhouse. Several sets of testing were conducted to examine the effects of WNS: (a) a fertilizer effect, (b) soil column leaching, and (c) crop cultivation. The fertilizer effect test was applied in young radish cultivation by examining the growth characteristics of young radish and soil based on inorganic nitrogen according to the soil treatment of the nitrogen fertilizer (NF) and the WNS. The fertilizer effects and crop cultivation test were conducted with five treatments (A-E): A, non-treatment (water); B, 100% of NF; C, 70% of NF + 30% of WNS; D, 50% of NF + 50% of WNS; and E, 30% of NF + 70% of WNS. The soil column leaching test was conducted with three treatments: non-treatment (water), 100% of NF, 50% of WNS + 50% of NF. As a result, the chemical properties of the WNS were pH 6.0, EC 2.4dS·m-1, total phosphorus (T-P) 28mg·L-1, ammonium nitrogen (NH4-N) 5.0mg·L-1, and nitrate nitrogen (NO3-N) 301mg·L-1. The chemical properties of the soil were pH 5.51, EC 0.31dS/m, organic matter 2.08g·kg-1, NO3-N 9.64mg·kg-1, and NH4-N 3.20mg·kg-1. The results of fertilizer effects showed that the ratio of 50% or less of NF and 50% or more of WNS was high in young radish growth. There was no statistically significant difference between the soil chemistry in the C-E treatments where WNS was mixed with NF and the B treatment where only NF was applied. As a result of the soil column leaching test, there was no significant difference in the concentrations of NO3 and NH4 in the treatment of 100% of NF and 50% of NF + 50% of WNS. The study indicates, if the mixed fertilizer of WNS and NF is applied in the soil cultivation of young radish, it will reduce the use of NF and environmental pollution. This also helps reduce production costs on farmers and increase the yield of young radish.

Study on individual characterization of sweat components (개체별 땀의 성분분포에 관한 연구)

  • Choi, Mi Jung;Ha, Jaeho;Yoo, Seok;Park, Sung Woo
    • Analytical Science and Technology
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    • v.20 no.5
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    • pp.434-441
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    • 2007
  • The aim of this paper is to investigate composition of fatty acids in sweat on purpose of latent fingerprint detectant developing and crime evidence searching. Fingerprint from 5 male donors (aged 29-50 years) were collected. We identified fatty acid components on sweat using methylester mixture (37species) as standard fatty acid and analyzed them by GC-FID. As donor was aged, the level of total fat was found to decrease markedly (aged 20-30 years: 56.4-72.0 %, aged 50 years : 32.4-45.4 %). We identifided 28 species fatty acid, primarilly C16:0(palmitic acid), C16:1 (palmitoleic acid), C18:1n9c(oleic acid), C18:0 (stearic acid), C14:0 (tetradecanoic acid) and all sweats were found to contain C12:0 (lauric acid), C15:0 (pentadecanoic acid), C18:2n6c (linoleic acid), C18:2n6t (linolelaidic acid), C20:0 (arachidic acid), C24:0/C20:5n3 (lignoceric acid/eicosapentaenoic acid), but with differing frequencies and at varying levels. C14:1 (myristoleic acid), C15:1 (pentadecenoic acid), C21:0 (heneicosanoic acid), C22:1n9 (erucic acid) were often observed in sample. Ratio of saturated and unsaturated fatty acid was from 0.94:1 to 2.6:1. And decrease of total fatty acids components caused by loss of saturated fatty acid and monounsaturated fatty acid. In case of sweat amino acids, we detected serine ($0-31.9{\mu}L/mL$), threonine ($0-26.2{\mu}L/mL$), glycine ($0-18.9{\mu}L/mL$) and 20-30 years old, highly protein intake ratio individuals increased (10 times) than 50 years old. We observed greatly individual characterization of amino acid compounds in sweat.

A Long Term Follow Up Two Cases of Lesch-Nyhan Syndrome Pink Diaper (Lesch-Nyhan 증후군 장기 추적관찰: 분홍 기저귀)

  • Jae Young Kim;Wung Joo Song;Bong-Ok Kim;Harvey L. Levy;Sook Za Kim
    • Journal of The Korean Society of Inherited Metabolic disease
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    • v.24 no.1
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    • pp.26-36
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    • 2024
  • Lesch-Nyhan syndrome (LNS) is an Clinical symptoms can range from mild to severe depending on residual enzyme activity and genetic mutations. In Korea, 27 cases of LNS have been reported. We report the results of an 11-year comparative follow-up of two cases of children who visited because of pink diapers, one who died from LNS with no residual enzymes and one case with partial residual enzymes. Case 1: During follow-up, seizures, developmental delay, and regression were observed. The boy experienced insomnia and severe constipation. He exhibited self-mutilating behavior, a grand mal seizure, scoliosis with severe spasticity, truncal hypotonia, choreoathetoid movement, and ataxia. After prolonged emaciation, staghorn calculi, and recurrent pneumonia, the patient died suddenly at the age of 11 years. Genetic testing revealed a hemizygous HPRT1 variant (c.151C>T (p.Arg51Ter)). Uric acid level was 10.5 mg/dL (normal range: ~3.5-7.9) and HPRT activity 0.02 nmol/hr/spot (10-23.8 nmol/hr/spot). Case 2: During follow-up, the patient remained underweight. He has normal intelligence attending primary school. Self-mutilation symptoms were not observed. Regular renal ultrasonography did not reveal urolithiasis. The patient had a hemizygous HPRT1 variant (c.35A>C (p.Asp12Ala)). Uric acid level and HPRT activity were 11 mg/dL and 0.56 nmol/hr/spot. Pink diapers after the neonatal period and severe protein aversion, neurological problems, and kidney stones, differentiation for LNS is necessary. When suspected, serum uric acid levels, HPRT enzyme activity, and molecular biological tests may be helpful in predicting the prognosis of LNS.

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Perceptional Change of a New Product, DMB Phone

  • Kim, Ju-Young;Ko, Deok-Im
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.3
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    • pp.59-88
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    • 2008
  • Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

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