• 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.

• Journal of Intelligence and Information Systems
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• v.18 no.3
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• pp.171-183
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• 2012

In the development of technologies, the exhibition industry has received much attention from governments and companies as an important way of marketing activities. Also, the exhibitors have considered the exhibition as new channels of marketing activities. However, the growing size of exhibitions for net square feet and the number of visitors naturally creates the competitive environment for them. Therefore, to make use of the effective marketing tools in these environments, they have planned and implemented many promotion technics. Especially, through smart environment which makes them provide real-time information for visitors, they can implement various kinds of promotion. However, promotions ignoring visitors' various needs and preferences can lose the original purposes and functions of them. That is, as indiscriminate promotions make visitors feel like spam, they can't achieve their purposes. Therefore, they need an approach using STP strategy which segments visitors through right evidences (Segmentation), selects the target visitors (Targeting), and give proper services to them (Positioning). For using STP Strategy in the smart exhibition environment, we consider these characteristics of it. First, an exhibition is defined as market events of a specific duration, which are held at intervals. According to this, exhibitors who plan some promotions should different events and promotions in each exhibition. Therefore, when they adopt traditional STP strategies, a system can provide services using insufficient information and of existing visitors, and should guarantee the performance of it. Second, to segment automatically, cluster analysis which is generally used as data mining technology can be adopted. In the smart exhibition environment, information of visitors can be acquired in real-time. At the same time, services using this information should be also provided in real-time. However, many clustering algorithms have scalability problem which they hardly work on a large database and require for domain knowledge to determine input parameters. Therefore, through selecting a suitable methodology and fitting, it should provide real-time services. Finally, it is needed to make use of data in the smart exhibition environment. As there are useful data such as booth visit records and participation records for events, the STP strategy for the smart exhibition is based on not only demographical segmentation but also behavioral segmentation. Therefore, in this study, we analyze a case of the promotion methodology which exhibitors can provide a differentiated service to segmented visitors in the smart exhibition environment. First, considering characteristics of the smart exhibition environment, we draw evidences of segmentation and fit the clustering methodology for providing real-time services. There are many studies for classify visitors, but we adopt a segmentation methodology based on visitors' behavioral traits. Through the direct observation, Veron and Levasseur classify visitors into four groups to liken visitors' traits to animals (Butterfly, fish, grasshopper, and ant). Especially, because variables of their classification like the number of visits and the average time of a visit can estimate in the smart exhibition environment, it can provide theoretical and practical background for our system. Next, we construct a pilot system which automatically selects suitable visitors along the objectives of promotions and instantly provide promotion messages to them. That is, based on the segmentation of our methodology, our system automatically selects suitable visitors along the characteristics of promotions. We adopt this system to real exhibition environment, and analyze data from results of adaptation. As a result, as we classify visitors into four types through their behavioral pattern in the exhibition, we provide some insights for researchers who build the smart exhibition environment and can gain promotion strategies fitting each cluster. First, visitors of ANT type show high response rate for promotion messages except experience promotion. So they are fascinated by actual profits in exhibition area, and dislike promotions requiring a long time. Contrastively, visitors of GRASSHOPPER type show high response rate only for experience promotion. Second, visitors of FISH type appear favors to coupon and contents promotions. That is, although they don't look in detail, they prefer to obtain further information such as brochure. Especially, exhibitors that want to give much information for limited time should give attention to visitors of this type. Consequently, these promotion strategies are expected to give exhibitors some insights when they plan and organize their activities, and grow the performance of them.

• Geophysics and Geophysical Exploration
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• v.1 no.1
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• pp.25-30
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• 1998

Time-lapse crosswell seismic data, recorded before and after the cavity filling, showed that the filling increased the velocity at a known cavity zone in an old mine site in Inchon area. The seismic response depicted on the tomogram and in conjunction with the geologic data from drillings imply that the size of the cavity may be either small or filled by debris. In this study, I attempted to evaluate the filling effect by analyzing velocity measured from the time-lapse tomograms. The data acquired by a downhole airgun and 24-channel hydrophone system revealed that there exists measurable amounts of source statics. I presented a methodology to estimate the source statics. The procedure for this method is: 1) examine the source firing-time for each source, and remove the effect of irregular firing time, and 2) estimate the residual statics caused by inaccurate source positioning. This proposed multi-step inversion may reduce high frequency numerical noise and enhance the resolution at the zone of interest. The multi-step inversion with different starting models successfully shows the subtle velocity changes at the small cavity zone. The inversion procedure is: 1) conduct an inversion using regular sized cells, and generate an image of gross velocity structure by applying a 2-D median filter on the resulting tomogram, and 2) construct the starting velocity model by modifying the final velocity model from the first phase. The model was modified so that the zone of interest consists of small-sized grids. The final velocity model developed from the baseline survey was as a starting velocity model on the monitor inversion. Since we expected a velocity change only in the cavity zone, in the monitor inversion, we can significantly reduce the number of model parameters by fixing the model out-side the cavity zone equal to the baseline model.

• Journal of Advanced Navigation Technology
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• v.16 no.1
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• pp.16-26
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• 2012

Pseudolites are ground-based transmitters that can be configured to emit GPS-like signals for enhancing the GPS by providing increased accuracy, integrity, and availability. However, a pseudolite (PL) can interfere with GPS satellite signals while it is transmitting or cause saturation to automatic gain control circuit. To solve these problems pulsing scheme is used, which transmits PL signal during a short period of time. In this paper the effect of the number of PL and pulsing scheme on the software GPS L1 and L2C signal acquisition performance is studied for the three pulsing schemes such as static pulsing, sweep pulsing, and pseudo random pulsing. For GPS L1 signal, static pulsing shows the best signal acquisition and tracking performance with one PL, and random pulsing shows the best performance with more than or equal to two PLs. For GPS L2C signal, all three pulsing schemes show the similar signal acquisition and tracking performance, but static pulsing shows a little better performance. For GPS L1 and L2C signals, software GPS receivers can do positioning with up to three PLs.

• Science of Emotion and Sensibility
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• v.22 no.4
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• pp.75-84
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• 2019

Addicts pay more attention to addiction-related cues, such as substance or behavior. And increased attention to these cues is associated with craving. Methamphetamine is the most abused drug among domestic drug offenders, with continually increasing rates of recidivism. Of the total number of reported drug offenders in the last three years, 21.1 percent have been women. Even so, research on female drug offenders is inadequate, rendering policies and fundamental data for the development of psychotherapy programs insufficient. The present study intended to investigate whether female methamphetamine addicts displayed an attention bias towards drug cues. A dot probe task was conducted on 22 female methamphetamine addicts (addiction group) and 22 non-addicts (control group). The task allowed the correct response rates and correct reaction times of the participants to be calculated according to the positioning of the drug and neutral cues. The analysis results revealed that the control group displayed no difference in correct reaction rates and correct reaction times between the drug or neutral cues. While, the addiction group showed lower correct response rate and slower response time for drug cues in comparison to neutral cues. The results of this study are significant in that it identified the attention bias characteristics toward drug cues of female methamphetamine addicts who were disconnected from drugs.

• The Journal of Society for e-Business Studies
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• v.21 no.3
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• pp.15-28
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• 2016

This paper proposes a system recommending spatial information what user wants with collecting and analyzing tweets around the user's location by using the GPS information acquired in mobile. This system has built an emotion dictionary and then derive the recommendation score of morphological analyzed tweets to provide not just simple information but recommendation through the emotion analysis information. The system also calculates distance between the recommended tweets and user's latitude-longitude coordinates and the results showed the close order. This paper evaluates the result of the emotion analysis in a total of 10 areas with two keyword 'Restaurants' and 'Performance.' In the result, the number of tweets containing the words positive or negative are 122 of the total 210. In addition, 65 tweets classified as positive or negative by analyzing emotions after a morphological analysis and only 46 tweets contained the meaning of the positive or negative actually. This result shows the system detected tweets containing the emotional element with recall of 38% and performed emotion analysis with precision of 71%.

• The Journal of the Korea institute of electronic communication sciences
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• v.16 no.5
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• pp.889-898
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• 2021

Currently, due to the demographic cliff phenomenon in Republic of Korea, A serious defense vacuum could occur due to the lack of South Korean military's personal strength. As a result, The South Korean military has a possibility to implement the polices the prepare for military provocations and preemptive strikes by the North Korean military while resolving the South Korean defense vacuum caused by the shrinking population. It seems like that the only way for the South Korean military to solve the shortage of personal strength due to the population decline is to reduce the number of Mechanized Units(MU) other than, infantry and automate, and autonomous driving the weapons system of the Mechanized Units(MU). In this paper, we propose the use of the virtual autonomous driving of the self propelled artillery K-9's in self selection of the position and occupation of position and self positioning in the position. At the same time in this paper, the self propelled artillery K-9 model robot is used to simulate and the explain about the operation method, necessity and feasibility in the self propelled artillery K-9. In addition, this paper predicted the problems that would arise if the South Korean military deployed autonomous driving self propelled K-9, in real combat.

• The Korean Journal of Nuclear Medicine Technology
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• v.14 no.1
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• pp.61-66
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• 2010

Purpose: Recently, Department of Nuclear Medicine have an interest in Video Display Terminals (VDT) syndrome including musculoskeletal disorders, ophthalmologic disorders, trouble of electromagnetic waves and stress disorders occur to VDT workers as the growing number of users and rapid pace of service period supply in large amount. This study research on the actual condition for VDT syndrome in Nuclear Medicine, Seoul National University Hospital (SNUH), discover the problem and draw a plan of upcoming improvement. The aim of this study establish awareness about VDT syndrome and is to prevent for it in the long run. Materials and Methods: Department of Nuclear Medicine, SNUH is composed Principle part, Pediatric part and PET center. We estimated risk factors visit in each part directly. Estimation method use "Check list for VDT work" of Wonjin working environment health laboratory and check list is condition of VDT work, condition of work tables, condition of chairs, condition of keyboards, condition of monitors, working position, character of health management and other working environment. Analysis result is verified in Department of Occupational and Environment, Hallym University Sacred Heard Hospital. Results: As a result of analysis, VDT condition of Department of Nuclear Medicine, SNUH is rule good. In case of work tables, recent of things are suitable to users upon the ergonomical planning, but 15% of existing work tables are below the standard value. In case of chairs are suitable, but 5% of theirs lost optimum capacity become superannuated. The keyboards are suitable for 98% of standard value. In case of monitors, angle control of screen is possible of all, but positioning control is impossible for 38%. In case of working position, 10% is fixed positioning for long time and some of the items researched unsuitable things for standard. At health management point, needed capable of improvement. Also, other working condition as lighting, temperature, noise and ventilation, discovered the problem, but is sufficient to advice value. Conclusion: VDT syndrome is occurrences of possibility continuously, come economical expensive about improvement, is inherent in various causes and originate without your knowledge. So, there is need systematic management system. In Nuclear Medicine, VDT syndrome make it better that constant interest and effort as improvement of ergonomical working environment, improvement of working procedure, regular exercise and steady stretching, and can be prevented fairly. This promote physical and mental condition of worker in top form in comfortable working environment, so this is judged by enlargement of operations efficiency and rising of satisfaction ratings of the inside client.

• Journal of Intelligence and Information Systems
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• v.16 no.4
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• pp.147-157
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• 2010

With the immergence of the iPhone, the interest in Smartphones is getting higher as services can be provided directly between service providers and consumers without the network operators. As the number of international tourists increase, individual tourists are also increasing. According to the WTO's (World Tourism Organization) prediction, the number of international tourists will be 1.56 billion in 2020,and the average growth rate will be 4.1% a year. Chinese tourists, in particular, are increasing rapidly and about 100 million will travel the world in 2020. In 2009, about 7.8 million foreign tourists visited Korea and the Ministry of Culture, Sports and Tourism is trying to attract 12 million foreign tourists in 2014. A research institute carried out a survey targeting foreign tourists and the survey results showed that they felt uncomfortable with communication (about 55.8%) and directional signs (about 21.4%) when they traveled in Korea. To solve this inconvenience for foreign tourists, multilingual servicesfor traffic signs, tour information, shopping information and so forth should be enhanced. The appearance of the Smartphone comes just in time to provide a new service to address these inconveniences. Smartphones are especially useful because every Smartphone has GPS (Global Positioning System) that can provide users' location to the system, making it possible to provide location-based services. For improvement of tourists' convenience, Seoul Metropolitan Government hasinitiated the u-tour service using Kiosks and Smartphones, and several Province Governments have started the u-tourpia project using RFID (Radio Frequency IDentification) and an exclusive device. Even though the u-tour or u-tourpia service used the Smartphone and RFID, the tourist should know the location of the Kiosks and have previous information. So, this service did not give the solution yet. In this paper, I developed a new convenient service which can provide location based information for the individual tourists using GPS, WiFi, and 3G. The service was tested at Insa-dong in Seoul, and the service can provide tour information around the tourist using a push service without user selection. This self-tour service is designed for providing a travel guide service for foreign travelers from the airport to their destination and information about tourist attractions. The system reduced information traffic by constraining receipt of information to tourist themes and locations within a 20m or 40m radius of the device. In this case, service providers can provide targeted, just-in-time services to special customers by sending desired information. For evaluating the implemented system, the contents of 40 gift shops and traditional restaurants in Insa-dong are stored in the CMS (Content Management System). The service program shows a map displaying the current location of the tourist and displays a circle which shows the range to get the tourist information. If there is information for the tourist within range, the information viewer is activated. If there is only a single resultto display, the information viewer pops up directly, and if there are several results, the viewer shows a list of the contents and the user can choose content manually. As aresult, the proposed system can provide location-based tourist information to tourists without previous knowledge of the area. Currently, the GPS has a margin of error (about 10~20m) and this leads the location and information errors. However, because our Government is planning to provide DGPS (Differential GPS) information by DMB (Digital Multimedia Broadcasting) this error will be reduced to within 1m.

• Journal of the Korean Institute of Traditional Landscape Architecture
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• v.36 no.3
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• pp.37-47
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• 2018

This study was attempted to understand present status and characteristics of landscape components of the domestic Korean Gugokwonlim created by the classical scholars in the Joseon Dynasty. The results are as follows. First, Distribution of Gukokwonlim in Korea shows that 55(51.4%) are located in Daegu and Gyeongsangbuk-do, and 22(20.56%) are located in Chungcheongbuk-do. Concentrated locations of Gugok are on the part of Baekdudaegan, from Sobaeksan mountain to Sokrisan mountain via Wolaksan mountain, and the Nakdong River basin of the Nakdong vein in the right bank. This consideration seems to be closely related to the academy of Yeongnam Confucianism and the their trend of Wonrim enjoyment. Second, according to the result of examining the distribution of Gugok according to the basic local government authority, The biggest number of the Gugok places(10 places, 9.35%) are located in Andong, which is called 'the capital of Korean spiritual culture.' Additionally in order, 9 places(9.45%) is located in Goesan, 8 places(7.48%) in Mungyung, 6 places(5.61%) in Bonghwa, and 5 places(4.67%) in Yeongju. Third, in order to the creating time of Gugokwonlim, 33 (33.0%) were created in $18^{th}$ century, and other 33 (33.0%) were created in $19^{th}$ century. In addition, 14 were created during $20^{th}$ century, while 13 were created in $17^{th}$ century. And 4 were created in $16^{th}$ century. Respectively. great number of $18^{th}$ and $19^{th}$ centuries shows that many(66.0%) Gugokwonrim were created between late 18th to 19th centuries. Fourth, There were 97(90.65%) of 'Gugok' in the form of collecting type, and a total number of bottom-up style Gugok were 99(92.5%) while top-down style Gugok were 8(7.5%). Fifth, Among the contents of Gugok, 67 were found in pome of Gugok(64.49%), 29 caved letters in rock(27.10%), and 16 in painting of Gugok(14.95%). Sixth, The most emerged landscape components of Gugok was Dae(臺) 124(13.05%), followed by Am(巖) 115[11.2%, including of Am(岩)] 115(11.2%), and Dam(潭) 73(7.68%), Jeong(亭) 48(5.05%), Dong(洞) 39(4.10%), San(山) 36(3.78%), Am(岩, rocks) 31(3.26 %), Bong(峯, peaks) 27(2.84%), Yeon(淵) 23(2.42%) and Chun(川) and Tan(灘) 22(2.31%). Mostly, common landscape components of Gugok are entrusted natural things. It is expected that more studies about the analysis of characteristics of Gugok's positioning types considering total distance and a gradient are required to understand more clearly characteristics and location distribution of true Gugok and its landscape components.