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The analysis of design education in "Arts & Life" (현행 고등학교 교과서 "미술과 생활" 의 디자인 교육 내용 분석)

  • 이지수;정은숙
    • Archives of design research
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    • v.17 no.3
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    • pp.221-230
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    • 2004
  • Design textbooks for general education bring our attention to the education of design as a part of whole education. In this vein, this thesis tried to analyze and discuss on the current status of design education contents included in the 7th educational curriculum of the Art & Life. This study had a historical review of the contents of arts education as well as a review of theoretical contents in art education. Also this thesis analyzed five types of Art & Life text books currently used at high schools with weight given to the design and to the status of pictorial coverage in the text books. Finally, the thesis presented problems of design education through a comparative analysis of high school arts education and design education. Through the analysis, inequality of design contents in education was reported. It was clearly attributable to the backgrounds of text book writers. For example, authors with graphic design backgrounds tended to lack product and environment design concepts, while hand craft section of text books all showed a biased contents towards traditional Korean arts. In the analysis of pictorial coverage, similar to the composition of academic contents, coverage was concentrated in the graphic design areas; inequality in quantity of pictures found with a ratio of 1 to 4. In terms of areas of arts, design contents in text books were concentrated only in arts creation chapters among the 3 major areas of arts appreciation, understanding, and creation. Design education is attained in an atmosphere of creativity and the provision of ample teaching material. It is because diverse contents will generate the development of arts. When compared to design education curriculum of U.S. and Japan, these creativity put their focus of design education in the understanding and emotional contacts, so that every application is easily attained. In terms of expression learning, creativity and diversity of material are emphasized. From Kindergarten to middle, and high school periods, apparently the care contents of deign is emphasized. A textbook in the 7th education curriculum is one of the sources for education. In designing text books, learning process should be emphasized following subjects and natures of arts so that creativity can be achieved. Therefore, a systematic approach for design research and educational development for material would be needed in textbook design.

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Text Mining-Based Emerging Trend Analysis for the Aviation Industry (항공산업 미래유망분야 선정을 위한 텍스트 마이닝 기반의 트렌드 분석)

  • Kim, Hyun-Jung;Jo, Nam-Ok;Shin, Kyung-Shik
    • Journal of Intelligence and Information Systems
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    • v.21 no.1
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    • pp.65-82
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    • 2015
  • Recently, there has been a surge of interest in finding core issues and analyzing emerging trends for the future. This represents efforts to devise national strategies and policies based on the selection of promising areas that can create economic and social added value. The existing studies, including those dedicated to the discovery of future promising fields, have mostly been dependent on qualitative research methods such as literature review and expert judgement. Deriving results from large amounts of information under this approach is both costly and time consuming. Efforts have been made to make up for the weaknesses of the conventional qualitative analysis approach designed to select key promising areas through discovery of future core issues and emerging trend analysis in various areas of academic research. There needs to be a paradigm shift in toward implementing qualitative research methods along with quantitative research methods like text mining in a mutually complementary manner. The change is to ensure objective and practical emerging trend analysis results based on large amounts of data. However, even such studies have had shortcoming related to their dependence on simple keywords for analysis, which makes it difficult to derive meaning from data. Besides, no study has been carried out so far to develop core issues and analyze emerging trends in special domains like the aviation industry. The change used to implement recent studies is being witnessed in various areas such as the steel industry, the information and communications technology industry, the construction industry in architectural engineering and so on. This study focused on retrieving aviation-related core issues and emerging trends from overall research papers pertaining to aviation through text mining, which is one of the big data analysis techniques. In this manner, the promising future areas for the air transport industry are selected based on objective data from aviation-related research papers. In order to compensate for the difficulties in grasping the meaning of single words in emerging trend analysis at keyword levels, this study will adopt topic analysis, which is a technique used to find out general themes latent in text document sets. The analysis will lead to the extraction of topics, which represent keyword sets, thereby discovering core issues and conducting emerging trend analysis. Based on the issues, it identified aviation-related research trends and selected the promising areas for the future. Research on core issue retrieval and emerging trend analysis for the aviation industry based on big data analysis is still in its incipient stages. So, the analysis targets for this study are restricted to data from aviation-related research papers. However, it has significance in that it prepared a quantitative analysis model for continuously monitoring the derived core issues and presenting directions regarding the areas with good prospects for the future. In the future, the scope is slated to expand to cover relevant domestic or international news articles and bidding information as well, thus increasing the reliability of analysis results. On the basis of the topic analysis results, core issues for the aviation industry will be determined. Then, emerging trend analysis for the issues will be implemented by year in order to identify the changes they undergo in time series. Through these procedures, this study aims to prepare a system for developing key promising areas for the future aviation industry as well as for ensuring rapid response. Additionally, the promising areas selected based on the aforementioned results and the analysis of pertinent policy research reports will be compared with the areas in which the actual government investments are made. The results from this comparative analysis are expected to make useful reference materials for future policy development and budget establishment.

A Template-based Interactive University Timetabling Support System (템플릿 기반의 상호대화형 전공강의시간표 작성지원시스템)

  • Chang, Yong-Sik;Jeong, Ye-Won
    • Journal of Intelligence and Information Systems
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    • v.16 no.3
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    • pp.121-145
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    • 2010
  • University timetabling depending on the educational environments of universities is an NP-hard problem that the amount of computation required to find solutions increases exponentially with the problem size. For many years, there have been lots of studies on university timetabling from the necessity of automatic timetable generation for students' convenience and effective lesson, and for the effective allocation of subjects, lecturers, and classrooms. Timetables are classified into a course timetable and an examination timetable. This study focuses on the former. In general, a course timetable for liberal arts is scheduled by the office of academic affairs and a course timetable for major subjects is scheduled by each department of a university. We found several problems from the analysis of current course timetabling in departments. First, it is time-consuming and inefficient for each department to do the routine and repetitive timetabling work manually. Second, many classes are concentrated into several time slots in a timetable. This tendency decreases the effectiveness of students' classes. Third, several major subjects might overlap some required subjects in liberal arts at the same time slots in the timetable. In this case, it is required that students should choose only one from the overlapped subjects. Fourth, many subjects are lectured by same lecturers every year and most of lecturers prefer the same time slots for the subjects compared with last year. This means that it will be helpful if departments reuse the previous timetables. To solve such problems and support the effective course timetabling in each department, this study proposes a university timetabling support system based on two phases. In the first phase, each department generates a timetable template from the most similar timetable case, which is based on case-based reasoning. In the second phase, the department schedules a timetable with the help of interactive user interface under the timetabling criteria, which is based on rule-based approach. This study provides the illustrations of Hanshin University. We classified timetabling criteria into intrinsic and extrinsic criteria. In intrinsic criteria, there are three criteria related to lecturer, class, and classroom which are all hard constraints. In extrinsic criteria, there are four criteria related to 'the numbers of lesson hours' by the lecturer, 'prohibition of lecture allocation to specific day-hours' for committee members, 'the number of subjects in the same day-hour,' and 'the use of common classrooms.' In 'the numbers of lesson hours' by the lecturer, there are three kinds of criteria : 'minimum number of lesson hours per week,' 'maximum number of lesson hours per week,' 'maximum number of lesson hours per day.' Extrinsic criteria are also all hard constraints except for 'minimum number of lesson hours per week' considered as a soft constraint. In addition, we proposed two indices for measuring similarities between subjects of current semester and subjects of the previous timetables, and for evaluating distribution degrees of a scheduled timetable. Similarity is measured by comparison of two attributes-subject name and its lecturer-between current semester and a previous semester. The index of distribution degree, based on information entropy, indicates a distribution of subjects in the timetable. To show this study's viability, we implemented a prototype system and performed experiments with the real data of Hanshin University. Average similarity from the most similar cases of all departments was estimated as 41.72%. It means that a timetable template generated from the most similar case will be helpful. Through sensitivity analysis, the result shows that distribution degree will increase if we set 'the number of subjects in the same day-hour' to more than 90%.

A Study on the Factors Affecting the Success of Technology Marketing (기술마케팅 성공에 영향을 미치는 요인에 관한 분석)

  • Hwang, Nam-Gu;Oh, Young-Ho;Kim, Kyoung-Jin
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.11 no.7
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    • pp.2358-2370
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    • 2010
  • This research aims to empirically analyze the factors that affect the success of technology marketing by Korean universities. The total of 207 universities which successfully made technology transfers from 2006 to 2008 was examined to test the nine hypotheses. For the purpose of testing the hypotheses, technology infrastructure (research costs and the number of SCIE papers), the compensation system for the patents (application and registration), the number of patents (application and registration), TLO staff (the number of people in charge of technology transfer and the job experience in industries), the compensation system for technology transfers (researchers and contributors), and attitudes of university management and industries were analyzed with structural equation methods to figure out their effects on the revenues of technology transfer. The results of this research are summarized as follows. First, technology infrastructures of universities were found to have positive effects on securing patents. As the university research costs in the field of science and technology are increases, the research capabilities are enhanced and this a larger number of researchers are conducted. Second, this research shows that compensation systems for patent application and registration in universities have motivated researchers to take out patents for the outputs of their research. Third, the number of patents universities possess was found to have a positive effect on technology transfer. An increase in the number of patents universities possess implies an increase in the diversity and excellence of the target technologies for transfer. Fourth, the number of patents universities possess turned out to have a positive effect on TLO staff. The number of experts in charge of technology transfer including technology dealers, valuation analysis and patent attorneys should be increased as target technologies for transfer increase according to the increase of patents possessed. Because the technologies are transferee from universities to businesses, businesses (job) experience of TLO staff in industries are also important. This research is meaningful because it has identified the factors affecting the results of technology transfer by employing structural equation methods. In particular, an official governmental survey data for the academic-industrial cooperation were analyzed systematically in terms of technology infrastructure, compensation systems related to patents, the number of patents, TLO staff, compensation systems for technology transfer, and attitudes of university management and industries. All these facts might could differentiate this study from the previous studies.

The Development of Education Model for CA-RP(Cognitive Apprenticeship-Based Research Paper) to Improve the Research Capabilities for Majors Students of Radiological Technology (방사선 전공학생의 연구역량 증진을 위한 인지적 도제기반 논문작성 교육 모형 개발)

  • Park, Hoon-Hee;Chung, Hyun-Suk;Lee, Yun-Hee;Kim, Hyun-Soo;Kang, Byung-Sam;Son, Jin-Hyun;Min, Jung-Hwan;Lyu, Kwang-Yeul
    • Journal of radiological science and technology
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    • v.36 no.2
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    • pp.99-110
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    • 2013
  • In the medical field, the necessity of education growth for the professional Radiation Technologists has been emphasized to become experts on radiation and the radiation field is important of the society. Also, in hospitals and companies, important on thesis is getting higher in order to active and cope with rapidly changing internal and external environment and a more in-depth expert training, the necessity of new teaching and learning model that can cope with changes in a more proactive has become. Thesis writing classes brought limits to the in-depth learning as to start a semester and rely on only specific programs besides, inevitable on passive participation. In addition, it does not have a variety opportunity to present, an actual opportunity that can be written and discussed does not provide much caused by instructor-led classes. As well as, it has had a direct impact on the quality of the thesis, furthermore, having the opportunity to participate in various conferences showed the limitations. In order to solve these problems, in this study, writing thesis has organized training operations as a consistent gradual deepening of learning, at the same time, the operational idea was proposed based on the connectivity integrated operating and effective training program & instructional tool for improving the ability to perform the written actual thesis. The development of teaching and learning model consisted of 4 system modeling, scaffolding, articulation, exploration. Depending on the nature of the course, consisting team following the personal interest and the topic allow for connection subject, based on this, promote research capacity through a step-by-step evaluation and feedback and, fundamentally strengthen problem-solving skills through the journal studies, help not only solving the real-time problem by taking wiki-space but also efficient use of time, increase the quality of the thesis by activating cooperation through mentoring, as a result, it was to promote a positive partnership with the academic. Support system in three stages planning subject, progress & writing, writing thesis & presentation and based on cognitive apprenticeship. The ongoing Coaching and Reflection of professor and expert was applied in order to maintain these activities smoothly. The results of this study will introduce actively, voluntarily and substantially join to learners, by doing so, culture the enhancement of creativity, originality and the ability to co-work and by enhance the expertise of based-knowledge, it is considered to be help to improve the comprehensive ability.

A Study of the Historical Significance of Reclamation and How to Preserve and Utilize Reclamation of Cultural Heritage -Focusing on modern and contemporary reclamation sites in the Saemangeum area- (간척의 역사적 의미와 간척문화유산의 보존·활용 방안 연구 - 새만금 지역 근·현대 간척 시설을 중심으로 -)

  • Lee, Minseok
    • Korean Journal of Heritage: History & Science
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    • v.53 no.2
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    • pp.110-139
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    • 2020
  • Reclamation is the act of creating new lands by constructing dikes in offshore tidal flats to utilize them for various purposes, including the establishment of farmland to secure food for an increasing population. Based on the fact that reclamation has resulted in drastic changes in the environmental, economic, social, and cultural aspects of land expansion and development, population movement, and the formation of cities since ancient times, I reviewed the value of reclamation sites and addressed the issue of how to preserve and utilize them. "Reclamation culture" refers collectively to the recognition and concept system, behavior styles, and cultural products created by changes in the environment, and the tangible, intangible, and natural heritage generated directly and indirectly by reclamation is defined as "reclamation cultural heritage". It shows that the historical background of reclamation accords with prevailing trends, and that the reclamation sites possess cultural heritage value due to their historical, academic, and scarce characteristics. Numerous reclamation cultural heritage sites at the Gwangwhal and Gyehwa dikes are on the verge of being destroyed, with their original function having ended after the construction of Saemangeum Sea Wall. I propose measures to preserve these under the principle that utilization is based on the basic premise of conservation. First of all, modern and contemporary reclamation sites must necessarily be designated and managed as registered cultural properties, local cultural heritage, future heritage, and agricultural heritage. In particular, as it has been confirmed that reclamation sites created after the Goryeo and Joseon dynasties and the 1950s have not been designated as cultural heritage sites. It is necessary to review the characteristics and values of such reclamation sites through a full survey of national reclamation data. Effective and sustainable utilization of reclamation cultural heritage, which has not been acknowledged in the past due to its close relationship with our lives, is necessary to search for hidden stories found within that heritage, to organize governance for the efficient use of reclamation resources, and to build a museum to collect and display the history and culture of the reclaimed areas. Finally, through links with countries with experience in reclamation, we will be able to cope jointly with international issues such as those pertaining to society, culture, and environment, and would be able to implement various projects to further the advancement of human beings.

Effects of Cohort Size on Male Experience-Earnings Profiles in Korea (코호트 사이즈가 경력-임금 곡선에 미치는 영향)

  • 신영수
    • Korea journal of population studies
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    • v.10 no.1
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    • pp.50-69
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    • 1987
  • There are about 400, 000 Korean ethnics living in Central Asia. Most of Koreans in Central Asia are leading a stable middle class life mostly engaged in farm work. With increase of educational attainment of their children, a number of Koreans are launching into political and academic circles as well as in the cultural world or the press. In recent years, however, the countries in this area(Uzbekistan and Kazakstan) for this study advocate an ethnic united policy to stabilize the politics and society and to carry out efficient transformation from the former socialistic economy to a market oriented economy. In addition, they are trying to recover the culture and the language of each nation which has been forgotten in the assimilation of Russia policy. Koreans have difficulty in adaption to this kind of change. In fact, a number of Koreans lost traditional culture and could not speak their mother language - Korean. Although they more or less maintain national consciousness, they recognize Uzbekistan or Kazakstan as their nation politically. They associated with North Korea unilaterally before the launching of the Perestroika policy. But after the Seoul Olympics held in 1998, there was movement to know and understand South Korea. There has been increased in the investment by Korean companies in Central Asia. Now, what is an alternative idea for Korean community consciousness\ulcorner It can be summarized as follows: 1) The increase of aid to Korean education institute : Considering the last few decades of Russia's strong racial assimilation policy, which leads most Koreans to lost their language and national culture, the priority should go to Koreans education. 2) Local Korean press support : Though Korean newspaper are published and Korean broadcasting is on the air currently in Uzbekistan and Kazakstan, they are suffering from qualified staff and poor financial status. Therefore, positive support should be established for these Korean mass communication media outlets to recover their own function and expand their dissemination powers quickly. 3) Research on the actual condition for Korean Community : It is essential to directly examine the local Korean community's regional distribution, population structure, Korean group's formation and operation, social and cultural understanding, racial consciousness, hope for their mother land and much more. 4) Increase of mother land and education opportunity : To stir up national culture and national consciousness within the Korean community, it is necessary to expand continuous opportunities for mother land visits and education training for local Koreans, especially for second and third generations.

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A Nutrition Intakes Survey of Pregnant Women in a Urban Area -Application of Convenient Method for the Study of Nutritionial Status- (일개 도시지역 임신부의 영양섭취에 관한 조사연구 -간이식 영양조사법 이용-)

  • Kim, In-Sook
    • Journal of Preventive Medicine and Public Health
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    • v.16 no.1
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    • pp.99-104
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    • 1983
  • Aiming at the total 200 pregnant women including 150 ones registered with the Health Center of Chung Ku District and 50 ones registered with the Health Center of Mapo District, we have conducted a research study of the socio-medical characteristics, maternal child health, and the status of nutritional intake which has utilized the application of convenient method for the study of nutritional status, during the period of April 20 to May 25, 1983. And we have obtained the following conclusions: 1. Regarding age distribution, the pregnant women aged from 26 to 30 were most numerous, which was 54.0%. The percentage of women who experienced the first pregnancy was 12.0% and the percentage of those who experienced the second pregnancy was 37.0%, which was the highest. Regarding the weeks of pregnancy of the pregnant women, the first trimesterr was 11.5%, the second trimester 30.0%, and the third trimester 58.6%. 2. Regarding academic achievements, the pregnant women who graduated from middle schools reached 43.5%, which was the highest percentage. Regarding economic status, the pregnant women who owned their own houses were only 21.0%. And the pregnant women whose monthly income was from 300,000 won to 400,000 won were 40%, which was the most numerous. 5. The women above 15 years old who experienced the first menstruation were 84.0%. And those who experienced abortion were totally 54.4%. and 35.5% among those women experienced artificial abortion. 4. 70.5% of the pregnant women said that their health condition was excellent, 24.5% felt subjective complaints, and 5.0% specially received medical consultation for their diseases. 5. 82.0% received prenatal care, but 60.5% regularly received prenatal care. 68.0% received the education for nutrition and only 19.5% regularly received the education for nutrition. 6. Regarding the family composition, the families consisting of two generations were 47.0%, which was the most numerous. 97.5% of the preparation for meals was conducted by housewives. They said that they did not lack time for meal preparation. 7. 94.9% of the pregnant women said that they had eaten as in ordinary times during their pregnancy. 25.5% said that there were tabooed foods. Tabooed foods are chiefly pork, chicken, milk, and eggs. 68.0% don't drink milk during pregnancy, 32.5% take the intake of vitamins, and 20.5% take iron supplement. 8. The average amounts of the intake of protein, fat, and carbohydrate of a pregnant women are 49.3gm, 29.4gm, and 205.1gm respectively, which showed the phenomenon in which the amount of the intake of nutrition increased as the weeks of pregnancy increased. The average amount of the intake of salt was 14.2gm. 9. Regarding the hemoglobin value of all pregnant women, those whose hemoglobin value was less than 11.0gm were 66.5%, those whose hemoglobin value was 11 to 12 gm were 16.5%. and those whose hemoglobin value was above 12gm were 17.0%. The pregnant women whose hemoglobin value was less than 11.0gm in the first trimester of pregnancy, in the second trimester, and in the trimester were 81.8%, 62.8%, and 64.9% respectively. This shows that the phenomenon of anemia increased as the weeks of pregnancy increased 10. Regarding physical development of a pregnant woman during prenatal period, the height and weight were $156.7cm{\pm}14.1$ and $51.1kg{\pm}58$ respectively. When the standard increase of a prenatal weigt gain is set as 100%, the women over the range of 100% were 28.0% and the women under the range of 80% were 37.0%.

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Hair Heavy Metal Contents in Mentally Retarded Children III - In Association with Mercury - (정신지체아 두발 중 중금속 함량 III - 수은과의 관련성 -)

  • Han, Ki-Hwan;Jang, Bong-Ki;Park, Soon-Woo;Kim, Doo-Hie
    • Journal of Preventive Medicine and Public Health
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    • v.22 no.3 s.27
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    • pp.368-379
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    • 1989
  • The relationship between mercury level of hair and mental retardation was investigated. The 297 subjects with mental retardation were drawn from two schools providing special educational services, one, consisted of children living in an orphan home, another, children with parents. The 117 centre] subjects were drawn from whom had got average or above average academic achivement in a regular elementary school. Hair sample were taken from the nape of the neck and the mercury analysis was carried out on an atomic absorption spectrophotometer(IL 551). There was no relationship between mercury contents and age, and there was a statistically significant difference in mercury contents between male and female in the mentally retarded children living with parents. Children in the retarded group had significantly higher mercury contents compared with control group except the female group with parents. Also, the mercury levels in the retarded group living in an orphan home were significantly higher than that of the retarded group with parents. The concomitant diseases were Down's syndrome, epilepsy, cerebral palsy and autism. There were statistically significant differences in hair mercury levels in the cases of accompanying Down's syndrome and cerebral palsy in male and Down's syndrome and autism in female compared with the control group of the same sex. The most accompanying handicap was speech disturbance(40.7%) and the others were crippled, emotional disturbance etc. The percentages of double handicap were 66.7% among 6 persons exceeding 6ppm of their hair mercury contents. 10.4% among $3{\sim}6$ ppm and 15.7% among the group of 3ppm or less. The findings of this study suggest that the more opportunities of exposure to mercury in mentally retarded children may have occurred, so it can not be excluded the possibility of mercury as a contributing factor to mental retardation. Therefore, the causal relationship between mercury levels and mental retardation should be established through the examinations about their living environments, dietary pattern, eating habit etc.

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The Mediating Role of Perceived Risk in the Relationships Between Enduring Product Involvement and Trust Expectation (지속적 제품관여도와 소비자 요구신뢰수준 간의 영향관계: 인지된 위험의 매개 역할에 대한 실증분석을 중심으로)

  • Hong, Ilyoo B.;Kim, Taeha;Cha, Hoon S.
    • Asia pacific journal of information systems
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    • v.23 no.4
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    • pp.103-128
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    • 2013
  • When a consumer needs a product or service and multiple sellers are available online, the process of selecting a seller to buy online from is complex since the process involves many behavioral dimensions that have to be taken into account. As a part of this selection process, consumers may set minimum trust expectation that can be used to screen out less trustworthy sellers. In the previous research, the level of consumers' trust expectation has been anchored on two important factors: product involvement and perceived risk. Product involvement refers to the extent to which a consumer perceives a specific product important. Thus, the higher product involvement may result in the higher trust expectation in sellers. On the other hand, other related studies found that when consumers perceived a higher level of risk (e.g., credit card fraud risk), they set higher trust expectation as well. While abundant research exists addressing the relationship between product involvement and perceived risk, little attention has been paid to the integrative view of the link between the two constructs and their impacts on the trust expectation. The present paper is a step toward filling this research gap. The purpose of this paper is to understand the process by which a consumer chooses an online merchant by examining the relationships among product involvement, perceived risk, trust expectation, and intention to buy from an e-tailer. We specifically focus on the mediating role of perceived risk in the relationships between enduring product involvement and the trust expectation. That is, we question whether product involvement affects the trust expectation directly without mediation or indirectly mediated by perceived risk. The research model with four hypotheses was initially tested using data gathered from 635 respondents through an online survey method. The structural equation modeling technique with partial least square was used to validate the instrument and the proposed model. The results showed that three out of the four hypotheses formulated were supported. First, we found that the intention to buy from a digital storefront is positively and significantly influenced by the trust expectation, providing support for H4 (trust expectation ${\rightarrow}$ purchase intention). Second, perceived risk was found to be a strong predictor of trust expectation, supporting H2 as well (perceived risk ${\rightarrow}$ trust expectation). Third, we did not find any evidence of direct influence of product involvement, which caused H3 to be rejected (product involvement ${\rightarrow}$ trust expectation). Finally, we found significant positive relationship between product involvement and perceived risk (H1: product involvement ${\rightarrow}$ perceived risk), which suggests that the possibility of complete mediation of perceived risk in the relationship between enduring product involvement and the trust expectation. As a result, we conducted an additional test for the mediation effect by comparing the original model with the revised model without the mediator variable of perceived risk. Indeed, we found that there exists a strong influence of product involvement on the trust expectation (by intentionally eliminating the variable of perceived risk) that was suppressed (i.e., mediated) by the perceived risk in the original model. The Sobel test statistically confirmed the complete mediation effect. Results of this study offer the following key findings. First, enduring product involvement is positively related to perceived risk, implying that the higher a consumer is enduringly involved with a given product, the greater risk he or she is likely to perceive with regards to the online purchase of the product. Second, perceived risk is positively related to trust expectation. A consumer with great risk perceptions concerning the online purchase is likely to buy from a highly trustworthy online merchant, thereby mitigating potential risks. Finally, product involvement was found to have no direct influence on trust expectation, but the relationship between the two constructs was indirect and mediated by the perceived risk. This is perhaps an important theoretical integration of two separate streams of literature on product involvement and perceived risk. The present research also provides useful implications for practitioners as well as academicians. First, one implication for practicing managers in online retail stores is that they should invest in reducing the perceived risk of consumers in order to lower down the trust expectation and thus increasing the consumer's intention to purchase products or services. Second, an academic implication is that perceived risk mediates the relationship between enduring product involvement and trust expectation. Further research is needed to elaborate the theoretical relationships among the constructs under consideration.