• 미생물학회지
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• 제30권4호
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• pp.322-331
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• 1992

수질환경에서 일어나는 GEM 균주의 항생물질내성유전자의 전이동태를 연구하기 위하여, $Km^{r}$ plasmid 의 conjugation을 실시하였다. 그 결과 conjugant 들에 나타나는 plasmid 의 재배열을 agarose gel 에서 비교분석하였고, DNA probe 유전자의 행방을 추구하였다. GMM 균주들 (DKC600 과 DKC601) 의 $Km^{r}$유전자는 자연계 분리균주(DK1) 보다 더 높은 전이율이 나타났으나, recipient 에 따라 다소 차이가 있었다. Conjugant 들에서 나타나는 plasmid 의 재배열도 donor가 GMM 균주에서 전이된 plasmid 들은 특이하게 그 분자량이 커졌다. LB 에서 수온이 10.deg.C 보다는 25.deg.C 이상 그리고 pH 가 9 에서 5에 가까울수록$Km^{r}$ 유전자는 더 많이 전이되었으나, FW 에서는 수온과 pH 에 의한 영향이 거의 없었다. 또 FW 에서는 GMM 균주의 conjugant 들에서 chromosome 이외에 plasmid 가 거의 발견되지 않았다. 이와 같이 plasmid 들이 다양하게 재배열된 conjugant 들에서 Southern analysis 에 의하여 $Km^{r}$ 유전자의 행방을 알아본 결과, LB 에서는 DK1 뿐만 아니라 GMM 균주들의 $Km^{r}$ plasmid 가 전이된후 그대로 존재하였다. 그러나 FW 의 수질환경에서는 donor 의 $Km^{r}$ plasmid / 는 없어지고 chromosome 에서 hybridization signal 이 나타났다. 또 FW 에서는 donor 가 DK1 일 경우 pDK101 은 수온과 pH 의 영향없이 pDK101 이 그대로 전이되었다. 그러므로 LB 나 AW 에서는 DK1 뿐만 아니라 GMM 규주들의 Km$^{r}$ plasmid 가 전이된후 conjugant 에 그대로 존재하였고 기타의 plasmid 들이 다양하게 재배열되었지만, FW 수질환경에서는 DKC600 의 $Km^{r}$ 유전자가 수온이나 pH 에 상관없이 chromosome 에 integration 되었다.

• 설비공학논문집
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• 제21권12호
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• pp.715-732
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• 2009

This article reviews the papers published in the Korean Journal of Air-Conditioning and Refrigeration Engineering during 2008. It is intended to understand the status of current research in the areas of heating, cooling, ventilation, sanitation, and indoor environments of buildings and plant facilities. Conclusions are as follows. (1) Research trends in thermal and fluid engineering have been surveyed in the categories of general fluid flow, fluid machinery and piping, new and renewable energy, and fire. Well-developed CFD technologies were widely applied in developing facilities and their systems. New research topics include fire, fuel cell, and solar energy. Research was mainly focused on flow distribution and optimization in the fields of fluid machinery and piping. Topics related to the development of fans and compressors had been popular, but were no longer investigated widely. Research papers on micro heat exchangers using nanofluids and micro pumps were also not presented during this period. There were some studies on thermal reliability and performance in the fields of new and renewable energy. Numerical simulations of smoke ventilation and the spread of fire were the main topics in the field of fire. (2) Research works on heat transfer presented in 2008 have been reviewed in the categories of heat transfer characteristics, industrial heat exchangers, and ground heat exchangers. Research on heat transfer characteristics included thermal transport in cryogenic vessels, dish solar collectors, radiative thermal reflectors, variable conductance heat pipes, and flow condensation and evaporation of refrigerants. In the area of industrial heat exchangers, examined are research on micro-channel plate heat exchangers, liquid cooled cold plates, fin-tube heat exchangers, and frost behavior of heat exchanger fins. Measurements on ground thermal conductivity and on the thermal diffusion characteristics of ground heat exchangers were reported. (3) In the field of refrigeration, many studies were presented on simultaneous heating and cooling heat pump systems. Switching between various operation modes and optimizing the refrigerant charge were considered in this research. Studies of heat pump systems using unutilized energy sources such as sewage water and river water were reported. Evaporative cooling was studied both theoretically and experimentally as a potential alternative to the conventional methods. (4) Research papers on building facilities have been reviewed and divided into studies on heat and cold sources, air conditioning and air cleaning, ventilation, automatic control of heat sources with piping systems, and sound reduction in hydraulic turbine dynamo rooms. In particular, considered were efficient and effective uses of energy resulting in reduced environmental pollution and operating costs. (5) In the field of building environments, many studies focused on health and comfort. Ventilation. system performance was considered to be important in improving indoor air conditions. Due to high oil prices, various tests were planned to examine building energy consumption and to cut life cycle costs.

• 한국막학회:학술대회논문집
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• 한국막학회 1999년도 The 7th Summer Workshop of the Membrane Society of Korea
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• pp.39-42
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• 1999

Perfluoropolymers represent the ultimate resistance to hostile chemical environments and high service temperature, attributed to the presence of fluorine in the polymer backbone, i.e. to the high bond energy of C-F and C-C bonds of fluorocarbons. Copolymers of Tetrafluoroethylene (TEE) and 2, 2, 4Trifluoro-5Trifluorometoxy- 1, 3Dioxole (TTD), commercially known as HYFLON AD, are amorphous perfluoropolymers with glass transition temperature (Tg)higher than room temperature, showing a thermal decomposition temperature exceeding 40$0^{\circ}C$. These polymer systems are highly soluble in fluorinated solvents, with low solution viscosities. This property allows the preparation of self-supported and composite membranes with desired membrane thickness. Symmetric and asymmetric perfluoropolymer membranes, made with HYFLON AD, have been prepared and evaluated. Porous and not porous symmetric membranes have been obtained by solvent evaporation with various processing conditions. Asymmetric membranes have been prepared by th wet phase inversion method. Measure of contact angle to distilled water have been carried out. Figure 1 compares experimental results with those of other commercial membranes. Contact angles of about 120$^{\circ}$for our amorphous perfluoropolymer membranes demonstrate that they posses a high hydrophobic character. Measure of contact angles to hexandecane have been also carried out to evaluate the organophobic character. Rsults are reported in Figure 2. The observed strong organophobicity leads to excellent fouling resistance and inertness. Porous membranes with pore size between 30 and 80 nanometers have shown no permeation to water at pressures as high as 10 bars. However high permeation to gases, such as O2, N2 and CO2, and no selectivities were observed. Considering the porous structure of the membrane, this behavior was expected. In consideration of the above properties, possible useful uses in th field of gas- liquid separations are envisaged for these membranes. A particularly promising application is in the field of membrane contactors, equipments in which membranes are used to improve mass transfer coefficients in respect to traditional extraction and absorption processes. Gas permeation properties have been evaluated for asymmetric membranes and composite symmetric ones. Experimental permselectivity values, obtained at different pressure differences, to various single gases are reported in Tab. 1, 2 and 3. Experimental data have been compared with literature data obtained with membranes made with different amorphous perfluoropolymer systems, such as copolymers of Perfluoro2, 2dimethyl dioxole (PDD) and Tetrafluorethylene, commercialized by the Du Pont Company with the trade name of Teflon AF. An interesting linear relationship between permeability and the glass transition temperature of the polymer constituting the membrane has been observed. Results are descussed in terms of polymer chain structure, which affects the presence of voids at molecular scale and their size distribution. Molecular Dyanmics studies are in progress in order to support the understanding of these results. A modified Theodoru- Suter method provided by the Amorphous Cell module of InsightII/Discover was used to determine the chain packing. A completely amorphous polymer box of about 3.5 nm was considered. Last but not least the use of amorphous perfluoropolymer membranes appears to be ideal when separation processes have to be performed in hostile environments, i.e. high temperatures and aggressive non-aqueous media, such as chemicals and solvents. In these cases Hyflon AD membranes can exploit the outstanding resistance of perfluoropolymers.

• 광물과 암석
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• 제34권3호
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• pp.169-176
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• 2021

본 연구는 압력을 이용한 제올라이트 내 중금속 양이온 또는 CO₂ 기체 포집 등의 응용연구를 하기 위한 기초 단계로 제올라이트의 압력 및 압력전달 매개체(Pressure-transmitting medium, PTM)에 따른 결정구조의 변화를 알아보기위한 목적으로 실험을 진행하였다. 천연 제올라이트 멜리노이트(Merlinoite, (K,Ca_0.5,Ba_0.5,Na)₁₀ Al₁₀Si₂₂O₆₄× 22H₂O)와 동일한 골격구조를 가지는 합성 물질인 제올라이트-W(K_6.4Al_6.5Si_25.8O₆₄× 15.3H₂O, K-MER)의 압력 하 압력전달 매개체에 따른 선형 압축률 및 체적 탄성률의 변화에 대한 X선 회절연구를 진행하였다. 합성된 시료는 정방정계에 속하는 I4/mmm 공간군으로 확인되었다. 압력전달 매개체 중 제올라이트의 동공 및 채널을 투과할 수 있는 투과 매개체(Penetrating medium)로 물, 이산화탄소를, 비투과 매개체로 실리콘 오일(Silicone-oil)을 각각 사용하였으며, 상압에서 최대 3 GPa까지 약 0.5 GPa 간격으로 가압하였다. 다이아몬드 고압유도장치 및 방사광 X-선원을 이용하여 압력 하 시료의 분말 회절을 측정하였고, 르바일(Le-Bail)법 및 버치-머내한 상태방정식을 이용하여 격자상수 및 체적탄성률의 변화를 관찰하였다. 모든 실험에서 c축의 선형압축률(𝛽^c)은 0.006(1) GPa^-1또는 0.007(1) GPa^-1의 값을 보여 압력 증가 대비 유사한 압축률을 보인 반면, a축의 압축률(𝛽^a)은 실리콘 오일 실험에서 0.013(1) GPa^-1을 보여 물과 이산화탄소 (𝛽^a=0.006(1) GPa^-1) 실험결과에 비해 압축률이 약 두 배정도 큰 것으로 확인할 수 있었다. 체적탄성률(K₀)은 물, 이산화탄소, 실리콘 오일의 실험에서 각각 50(3) GPa, 52(3) GPa, 29(2) GPa로 도출되었다. 압력 증가에 따른 ac면의 orthorhombicity를 측정한 결과 물과 이산화탄소 실험에서는 0.350~0.353의 비교적 일정한 값을 보였으나, 실리콘 오일의 실험에서는 y = -0.005(1)x + 0.351(1)의 함수를 만족시키며 압력이 증가할수록 값이 점차 작아졌다.

• 한국해양학회지:바다
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• 제5권3호
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• pp.195-207
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• 2000

우리나라 갯벌과 농지내 유 ${\cdot}$ 무기 원소의 거동을 이해하기 위해 제한된 환경의 실험실 수조에서 예비실험을 수행하였다. 총 6개의 아크릴 투명 수조에 갯벌 퇴적물 3종 SW1&2(anoxic, silty mud), SW3&4(anoxic, mud), SW5&6(suboxic, mud)과 농지 토양 3종 FW1&2(벼 포기 포함), FW3&4(벼 포기 제외), FW5&6(간척 농지,펴 포기 제외)을 채운 후 오염물질(구리, 비소, 카드뮴, 크롬, 납, 수은, Glucose+Glutamic acid)이 주입된 해수와 담수를 각각 SW 및 FW수조에 넣고, 2주일에 걸쳐 상층수 및 표층 퇴적물/토양을 채취 ${\cdot}$ 분석하였다. 분석 결과 FW와 SW상층수 중 질산염 이온의 농도는 각각 700${\sim}$800 ${\mu}$M, 2${\sim}$5 ${\mu}$M로 FW에서 현저히 높았고, 인산염 이온의 농도는 각각 3${\sim}$4 ${\mu}$M, 1${\sim}$2 ${\mu}$M(SW1 제외)로 FW에서 약간 높았다. 특이하게 SW1에서 인산염 이온은 시간이 지남에 따라 수 십 ${\mu}$M에 이르는 높은 농도로 증가하였다. 한편, 표층 퇴적물/토양 중 박테리아 세포 수는 FW1&3에서 평균 2.5${\times}$10$^9$cells/g dry sediment으로 SW의 평균 3.0${\times}$10$^8$cells/g dry sediment 보다 약 10배가 높았다. FW5 토양 중 박테리아 세포 수(3.5${\times}$10$^8$cells/g dry sediment)는 SW 퇴적물 중 숫자와 유사하였다. SW 퇴적물 중 MUF-Phosphate 활성도는 100-200 nM/ml/hr이지만 FW5&6을 제외한 FW 토양에서는 약 2,000 nM/ml/hr로 현저히 크게 나타났다. ${\beta}$-D-Cellobiose, ${\alpha}$-D-Glucose, 그리고 ${\beta}$-D-Glucos의 활성도 또한 FW 퇴적물에서 큰 값을 보였다. 그러나 FW5&6 토양 중 효소활성도는 SW 퇴적물에서의 값과 유사했다. 수조 상층수 중 Cu, Cd, As 농도는 모든 FW, SW수조에서 시간이 지남에 따라 일관성 있게 감소하였고, 제거속도는 Cu가 다른 원소에 비해 빨랐다. 제거속도는 FW 3개 수조 중 FW5&6에서 세 원소 모두 가장 느렸고, SW 3개 수조 중에서는 SW1&2에서 가장 빨랐다. SW와 FW간 제거속도 차이는 세 원소 모두 명확치 않았다 Cr은 FW에서 전반적으로 감소하는 경향을 보였지만 SW에서는 실험 초기에 감소하다 24시간 이후에는 증가 후 일정한 양상을 보였다. Pb은 FW에서 전반적으로 감소했지만 SW에서는 초기에 급격히 증가 후 다시 급격히 감소하는 양상을 보였다 Pb 또한 Cu, Cd, As와 마찬가지로 SW1&2에서 제거속도가 가장 빠르게 나타났다. FW 상층수 중 Hg는 시간에 따라 급격히 감소했고, 제거속도는 Fw5&6에서 가장 느렸다. 이러한 결과에 근거할 때 벼가 자라고 있고 이분해성 유기물이 풍부한 FW1&2, FW3&4 토양과 상층수에서는 유기물의 분해 활동이 활발하였지만, 벼가 경작되지 않는 FW5&6과 SW 에서는 유기물이 상대적으로 결핍되어 유기물의 분해활동이 적었을 것으로 판단된다. 한편, 수조에 인위적으로 유기물을 첨가한 경우 박테리아 세포수는 SW1에서 164시간 동안 4배 증가하였으나 SW3과 SW5에서는 각각 2.7배, 1.5배 그리고 FW1&3&5의 경우 각각 약 2배, 1.7배, 0.6배 정도만 증가하였다. Cu, Cd, As등 친 유기성 원소들의 시간에 따른 농도 감소 그리고 이들 원소(Hg 포함) 농도 감소 속도가 유기물이 적은 FW5&6에서 상대적으로 느리게 나타난 결과 등은 이들 금속들이 부유 입자 표면의 유기물과 결합 ${\cdot}$ 침적되어 퇴적물로 제거되었기 때문에 나타난 결과로 생각된다. 한편, SW1&2에서 이들 원소의 제거 속도가 빨랐고 인산염 이온의 농도가크게 증가했던 원인은 SW3&4에 비해 상대적으로 공극이 큰 퇴적물로 채워진 SW1&2 퇴적물의 공극수 중 황화수소, 인산염 이온 등이 퇴적물 상층수로 쉽게 확산 ${\cdot}$ 공급되었고, 그 결과 Cu, Cd, As 등 금속 이온이 황화수소 이온과 결합 ${\cdot}$ 제거된 까닭으로 생각된다. 종합적으로 수조 상층수중 유 ${\cdot}$ 무기 원소의 거동은 주로 입자 표면의 유기물과 퇴적물/토양에서 공급된 황화물에 의해 조절된 것으로 생각된다.

• 한국유통학회지:유통연구
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• 제16권1호
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• pp.141-177
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• 2011

기존의 확산관련 연구들은 대부분이 구전 커뮤니케이션의 효용성에 치중하여 개인단위의 변수를 사용하는 경향이 많았다 (Iacobucci 1996; Midgley 외 1992). 반면 구전의 선행 변수로써 네트워크의 구조적 특성을 소비자의 집단문화적 성향에 기초하여 조사한 연구는 찾아보기 어렵다. 본 연구는 이같은 연구배경 하에서 네트워크의 구조적 특성과 소비자의 구전간의 관계를 연관시켜 비교문화적으로 접근하려고 하였다. 본 연구에서 추구하는 주요 목적은 한국과 중국 소비자를 대상으로 사회적 네트워크 형태에 따른 구전효과를 규명하려는 것이며, 네트워크와 구전 효과와의 관계에 영향을 미치는 조절변수로써 문화적 가치관의 역할을 검증하려고 하였다. 구체적인 연구목적은 다음과 같다. 첫째, 사회적 네트워크 관련 이론들을 바탕으로 한국과 중국 소비자들을 대상으로 네트워크의 구조적 특성들 (예: 유대강도, 중심성, 범위)이 구전의 효과 (구전 의향 및 구전 정보의 질)에 어떠한 영향을 미치는지를 규명한다. 둘째, 사회적 네트워크 특성이 구전효과에 미치는 영향에 있어서 문화적 가치 (불확실성 회피 성향, 개인주의성향)가 조절 역할을 하는지를 규명한다. 셋째, 사회적 네트워크 특성과 구전효과의 선행변수로써 소비자 개인의 혁신 성향의 역할을 규명한다. 분석 결과, 한국과 중국 소비자들은 공통적으로 네트워크 유대강도와 중심성은 구전의향에 유의한 영향을 보였으나 네트워크 범위는 두집단 모두 유의하게 나타나지 않았다. 반면, 한, 중 소비자 공통적으로 불확실성회피 성향은 네트워크범위와 상호작용을 함으로써 구전의향에 조절역할을 하는 것으로 나타났다. 마지막으로 소비자의 혁신성향은 한중 두 소비자 집단에서 공통적으로 네트워크 특성 (중심성)과 구전효과(구전정보의 질) 에 유의하게 긍정적 영향을 미치는 것으로 나타났다. 한중 양국의 네트워크 특성을 비교한 결과 한국이 중국보다 유대강도, 중심성, 범위에서 모두 유의하게 더 높은 점수를 보였으며, 불확실성회피 성향 또한 한국 소비자가 중국보다 유의하게 높은 것으로 나타났다.

• Asia pacific journal of information systems
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• 제22권1호
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• pp.29-52
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• 2012

Consumers differ in the way they make a purchase. An audio mania would willingly make a bold, yet serious, decision to buy a top-of-the-line home theater system, while he is not interested in replacing his two-decade-old shabby car. On the contrary, an automobile enthusiast wouldn't mind spending forty thousand dollars to buy a new Jaguar convertible, yet cares little about his junky component system. It is product involvement that helps us explain such differences among individuals in the purchase style. Product involvement refers to the extent to which a product is perceived to be important to a consumer (Zaichkowsky, 2001). Product involvement is an important factor that strongly influences consumer's purchase decision-making process, and thus has been of prime interest to consumer behavior researchers. Furthermore, researchers found that involvement is closely related to perceived risk (Dholakia, 2001). While abundant research exists addressing how product involvement relates to overall perceived risk, little attention has been paid to the relationship between involvement and different types of perceived risk in an electronic commerce setting. Given that perceived risk can be a substantial barrier to the online purchase (Jarvenpaa, 2000), research addressing such an issue will offer useful implications on what specific types of perceived risk an online firm should focus on mitigating if it is to increase sales to a fullest potential. Meanwhile, past research has focused on such consumer responses as information search and dissemination as a consequence of involvement, neglecting other behavioral responses like online merchant selection. For one example, will a consumer seriously considering the purchase of a pricey Guzzi bag perceive a great degree of risk associated with online buying and therefore choose to buy it from a digital storefront rather than from an online marketplace to mitigate risk? Will a consumer require greater trust on the part of the online merchant when the perceived risk of online buying is rather high? We intend to find answers to these research questions through an empirical study. This paper explores the impact of enduring product involvement and perceived risks on required trust level, and further on online merchant choice. For the purpose of the research, five types or components of perceived risk are taken into consideration, including financial, performance, delivery, psychological, and social risks. A research model has been built around the constructs under consideration, and 12 hypotheses have been developed based on the research model to examine the relationships between enduring involvement and five components of perceived risk, between five components of perceived risk and required trust level, between enduring involvement and required trust level, and finally between required trust level and preference toward an e-tailer. To attain our research objectives, we conducted an empirical analysis consisting of two phases of data collection: a pilot test and main survey. The pilot test was conducted using 25 college students to ensure that the questionnaire items are clear and straightforward. Then the main survey was conducted using 295 college students at a major university for nine days between December 13, 2010 and December 21, 2010. The measures employed to test the model included eight constructs: (1) enduring involvement, (2) financial risk, (3) performance risk, (4) delivery risk, (5) psychological risk, (6) social risk, (7) required trust level, (8) preference toward an e-tailer. The statistical package, SPSS 17.0, was used to test the internal consistency among the items within the individual measures. Based on the Cronbach's ${\alpha}$ coefficients of the individual measure, the reliability of all the variables is supported. Meanwhile, the Amos 18.0 package was employed to perform a confirmatory factor analysis designed to assess the unidimensionality of the measures. The goodness of fit for the measurement model was satisfied. Unidimensionality was tested using convergent, discriminant, and nomological validity. The statistical evidences proved that the three types of validity were all satisfied. Now the structured equation modeling technique was used to analyze the individual paths along the relationships among the research constructs. The results indicated that enduring involvement has significant positive relationships with all the five components of perceived risk, while only performance risk is significantly related to trust level required by consumers for purchase. It can be inferred from the findings that product performance problems are mostly likely to occur when a merchant behaves in an opportunistic manner. Positive relationships were also found between involvement and required trust level and between required trust level and online merchant choice. Enduring involvement is concerned with the pleasure a consumer derives from a product class and/or with the desire for knowledge for the product class, and thus is likely to motivate the consumer to look for ways of mitigating perceived risk by requiring a higher level of trust on the part of the online merchant. Likewise, a consumer requiring a high level of trust on the merchant will choose a digital storefront rather than an e-marketplace, since a digital storefront is believed to be trustworthier than an e-marketplace, as it fulfills orders by itself rather than acting as an intermediary. The findings of the present research provide both academic and practical implications. The first academic implication is that enduring product involvement is a strong motivator of consumer responses, especially the selection of a merchant, in the context of electronic shopping. Secondly, academicians are advised to pay attention to the finding that an individual component or type of perceived risk can be used as an important research construct, since it would allow one to pinpoint the specific types of risk that are influenced by antecedents or that influence consequents. Meanwhile, our research provides implications useful for online merchants (both online storefronts and e-marketplaces). Merchants may develop strategies to attract consumers by managing perceived performance risk involved in purchase decisions, since it was found to have significant positive relationship with the level of trust required by a consumer on the part of the merchant. One way to manage performance risk would be to thoroughly examine the product before shipping to ensure that it has no deficiencies or flaws. Secondly, digital storefronts are advised to focus on symbolic goods (e.g., cars, cell phones, fashion outfits, and handbags) in which consumers are relatively more involved than others, whereas e- marketplaces should put their emphasis on non-symbolic goods (e.g., drinks, books, MP3 players, and bike accessories).

• 마케팅과학연구
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• 제19권2호
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• pp.68-79
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• 2009

The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.