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Characteristics of Maize Line Treated with Mutagen of γ-Ray at M1 Generation (돌연변이원(突然變異原) γ-선(線)을 처리(處理)한 M1 세대(世代) 옥수수 계통(系統)의 특성(特性))

  • Lee, Hee Bong
    • Korean Journal of Agricultural Science
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    • v.22 no.2
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    • pp.156-162
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    • 1995
  • This study was carried out to select the useful mutants among 20 lines treated with mutagen, gamma ray. These materials were treated with 15, 20, 25 and 30Krads, respectively and sowed at experimental field of College of Agriculture on 27th May, 1995. Items surveyed were germination rate and loss of chlorophyll at seedling stages, abnormal reproductive organs, discordance of flowering times and stem and ear height at ripening stages. The germination rate of lines treated with 15 Krad was different. The germination rate of the IK1, IK2 and Sinki lines were high, while the IK3, A632 and FR140 lines were very low. At same dose level, the germination rate of both IK1/H26 and Puyo synthetic variety were different; the germination rate of the IK1/H26 was high as above 70% at all treatments, while that of the Puyo synthetic variety was very poor at above 20 Krad. Generally stem adn ear height of the IK1/H26 were gradually decreased as the dose of mutagen increased, but there was no difference in stem and ear height of the IK1/H26 when this line was treated with 20Krad. The stem and ear height of lines treated with 15 Krad were shown to be decreased than those of check with non-treatment. The number of tiller of tillering lines were not greatly affected by ${\gamma}$-ray treatment.

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A Study on the Sanitary Status at Various Types of Restaurants in Changwon City (창원시 식품접객업소의 위생실태에 관한 조사연구)

  • 이경혜;류은순;이경연
    • Journal of the Korean Society of Food Science and Nutrition
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    • v.30 no.4
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    • pp.747-759
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    • 2001
  • The sanitary status of 264 restaurants was investigated to develop a program of sanitary education at restaurants for improving sanitary levels of restaurant and consumers’ food safety. This investigation was performed through direct interviews on general items and sanitations for employees, facilities, equipments and food treatment. The restaurants are grouped into four different types according to the food served: Korean style food, Japanese style raw fish, roasted ribs, and western style food. It is found that sanitary education for employees are conducted at 66.5% of the total restaurants. The highest percentages are obtained by Korean style food restaurants (83.1%) and the lowest by western style food restaurants (55.6%).Washing facilities for employees are equipped at only 66.8% of the total restaurants. In the personal sanitation, 96.6% of the employees wash their hand after touching a dirty stuff, 77.5% after touching money and 57.1% after using telephone. It is also revealed that during food preparation shoes, overgarments, and caps are worn by 58.5%, 55.5%, and 20.6% of the employees, respectively. 73.5% of the restaurants are equipped with dish storages facilities while only 59.2% of restaurants have sterilizers for dishes. Also, chopping boards are sterilized more than once a week by 74.8% of them and knives everyday by 71.6%, 15.4% of restaurants sterilize their knives only once a week. 56.8% of restaurants check temperatures of the refrigerators and 26.2% of restaurants do not even sterilize the refrigerators. 31.8% of restaurants sterilize the kitchens with sodium hopochlorite after cooking. 93.3% of the restaurants store the raw food and the cooked foods separately. 49.8% of the restaurants refroze thawed food and 19.4% of the restaurants reuse leftovers. The frozen foods are thawed at room temperature by 49.4% of the total restaurants and 66.7% of the roasted rib restaurants.

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Management and Supporting System on the Occupational Health Nursing Services Provided in Group Occupational Health Agencies of Korea (소규모 사업장 보건관리대행기관의 간호업무 운영관리 지원체계)

  • Yoo, Kyung-Hae
    • Korean Journal of Occupational Health Nursing
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    • v.8 no.2
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    • pp.193-211
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    • 1999
  • This study was carried out to investigate the management and support system affecting to the occupational health nursing services(OHNS) provided in group occupational health agencies(GOHA). Questionnaire was developed and distributed to 82 nurses who were working in GOHA and who agreed to participate in the survey. The results were as follow: 1. OH nurses responded were mostly in the age of twenty to thirties(89%), married(73.7%), technical college graduates(88.9%), worked in hospital(85.4%) and participated more than 1 year in group occupational health services (96.3%). 2. Fifty eight point four percent of the OH nurses worked in number of workplace more than 30 to less than 60 in the OHNS form. The figure of workplaces undertaken by nurses was ranged greatly from 9 to more than 100. Number of employees who cared by nurses were mostly under 5,000 peoples in 93.3%. The types of industry was mostly manufacturing and located in the order of factory complex area, suburban, urban and others. 3. Most OH nurses(87.8%) were fully involved in the OHNS for the SSE. Their working days to visit SSE was 5 days per week(77.8%) and one day in the GOHA at 41.3%. 4. The OH documents using by nurses were found in more than 23 different types. However, they were largely summarized in the types of 'Workplace Health Management Card', 'Personal Health Counselling Card', 'Daily Health Management Report', 'Visiting List of Workplace' and 'Sick Employee List'. 5. The items of laboratory test provided by GOHA were mostly achieved in the purpose of basic health examination. They were used to be the blood pressure check(98.8%), blood sugar test (98.8%), urine sugar and protein(91.4%), SGOT and SGPT(85.3% each), cholesterol (82.9%), hepa vaccine immunization(82.9%), r-GPT(81.7%), hemoglobin(79.3%) and triglyceride(75.5%). 6. The OH nurses(92.7%) followed the work pattern to visit the GOHA before and after small-scale enterprises(SSE) visit by car driven by nurses in 74.3%. They were payed by GOHA for transportation fees in certain amounts. However, nurse is the main person(75.0%) who covers up in case of traffic accident. If the GOHA has no transportation regulation for the formal workplace visit, data showed that nurses had been responsible to take charge(31.7%). 7. The personnel manager who takes in charge for nursing services was 'nurse' in 61.7% and 41.2% worked as the final decision maker related to nursing work. The OH nurses' opinions about factors affecting to the management were classified in the four areas such as 'Nature(Quality) of health professional'. 'Content of OHNS', 'Delivery system of the GOHS', and 'Others'. The factors were indicated highly in 'Authority as health professional', 'Level of perception of director on the OH' and 'Physical work condition for OHNS'. The things that this study suggests in the recommendation would be summarized in such as the management and supporting system working for SSE in the OHNS is necessary to reform thoroughly. The reconsidered aspects might be in the matters of number of workplaces undertaken by nurses, development of effectively practical health documents, preparation for guideline of the laboratory test in the workpleces, establishment of convenient and encouraging support system and cooperation between other health professionals with respect and skill.

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Context and Input Evaluation of the 7th Technology.Home Economics Curriculum in the Middle Schools focusing on Home Economics (제7차 중학교 기술.가정 교육과정 상황과 투입 평가 -가정영역을 중심으로-)

  • Kwon Ji-Young;Chae Jung-Hyun
    • Journal of Korean Home Economics Education Association
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    • v.18 no.3 s.41
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    • pp.61-79
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    • 2006
  • The purpose of this research was to evaluate concretely how the 7th Technology Home Economics(HE) curriculum was operated In school fields by using context evaluation, input evaluation using the CIPP model focusing HE. In this research. a questionnaire survey was done targeting HE teachers in charge of technology and home economics subject for the 7th curriculum implementation at 250 randomly selected middle schools in Gpoungsangnamdo, and 109 returned questionnaire papers were used for the final analysis. The frequency, percent, mean and standard deviation of these data were obtained by using the SPSS 10.0 for Windows Program. The results of this research were outlined below: First, with a regard to the context evaluation (evaluating educational contexts), the requirement degree of seeking for career appeared to be the highest at the requirement survey of the education goal and character of HE area, and the requirement degree of elevating understanding home living' were very low. Interest and concern of students towards these subject as well as the self-confidence of HE teachers in charge were low. Second, as for the input evaluation (evaluating education plans), time allocation, content level, and content amount were not regarded to be not proper, and the composition of HE educational curriculums and the class guideline of teachers also were not so faithful from the aspect of school level. Among surveyed items, establishing plans in school level towards evaluation was relatively sincere, but discussions about curriculums were not so faithful, suggesting various kinds of content are not fully discussed. As shown by the results above, it is difficult to say that the operation of the 7th HE educational curriculums has secured its position perfectly. It is necessary to examine systematically the educational goals. character of the 7th HE educational curriculum and the appropriateness of curriculum content, and to seek various methods to elevate the self confidence of teachers and the interests of students. Because how to operate national level educational curriculums in school levels with self-regulation and elasticity will be an important variable in realizing educational goals, teachers, the main body of educational curriculums and direct performers, should establish and perform educational plans in school levels to elevated the satisfaction of teachers and educational effects for normally operating educational curriculums. In addition, educational curriculums should be operated and evaluated mainly by teachers at school fields to make it possible to confirm and check the achievement of the goals of educational curriculums qualitatively.

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Causes of Sensori-Neural Hearing Impairment in Korean Children (감음신경성난청(感音神經性難聽)의 원인(原因)에 관(關)하여)

  • Rhee, Kyu-Shik;Kim, Young-Soon;Kwon, Do-Ha;Kim, Joo-Ho;Kwon, Yo-Han;Rhee, Tae-Yung;Paik, Choon-Ki;Kim, Doo-Hie
    • Journal of Preventive Medicine and Public Health
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    • v.9 no.1
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    • pp.55-64
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    • 1976
  • This paper presents the results of a survey for the causes of sensori-neural hearing impairment in Korea, The subjects were 1,676 children of total 2,928 enrolled in 16 Deaf Schools; two schools in each area of Seoul, Busan, Kyoungbook, Kyoungnam, Kyounggi and Chunbug, and each one in Chungnam, Chungbug, Chunnam and Jaeju. The data were collected by questionaire with 28 items distributed to their parents. The filling in the check lists were performed by their class teachers, interviewer, for 18 months from September, 1975 to february, 1976. The questionable or missed problems were reaffirmed. The results obtained were as follows. Most of the reasons, 78.5% were acquired characters that could be developed during pregnant period, the time of delivery and the time of after birth. The pure hereditary reasons except the cases complexed with one or two were only 11.3%. Those who could not be defined with any reasons were 10.2%. Among the acquired causes, 5.8% of total subjects were developed for pregnancy: 3.3%, during delivery; and 69.7%, after birth. In the pregnant period, the drug intoxications were 2.4% of total subjects, several diseases such as influenja, bleeding, surgical operation, venereal diseases and rubella etc. were about one percent, and the accompanied with some symptoms of pregnancy intoxication and traumatic events were 2.4%, During time, the cases with delayed rhythmical pain were 16 persons, the immaturities were 11, the asphyxial cases were nine, the errors of forceps delivery were seven, the cases of low body weight inspite of full term were four, the cases with cesarian section were three, the head injuries were two, and the accompanied with three kinds of above reasons were three. During after birth, the cases with acute communicable diseases were 35.4% of total subjects, the fever unknown origin were 16.1%, the chronic otitis media were 3.7%, the meningitis were 3.5%, the gastric and nutritional diseases were 3.5%, the drug intoxications were 4.8%, the blood diseases were 0.3% and the other causes were 2.2%. Here by acute communicable diseases, some importants were measle, 10.1% of total subjects; meningitis, 7.3%; convulsion with some reasons, 4.9%; poliomyelitis. 3.2%; encephalitis, 2.4%; and mumps, rubella, pertusis, scarlet fever, and small pox were somewhat played a role in. Among 59 cases with train diseases, 53 were concussion by the accidents, such as traffic and falling or sliping down etc., the cerebral paralysis and hydrocephalus were two, respectively. And the blood diseases were severe newjaundice in all five cases. If we were summarized with the above mentioned, most of the hearing impairments were introduced by the combined reasons with familial or hereditary factors and the acquired, than by a simple disease. Among the congenital or hereditary hearing impairments classified to now a day, we suppose that the many cases with the acquired causes during pregnancy, delivery and after birth were complexed. Subsequently, the maternal and child health should be more and more developed in our country, also.

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A Study on the Current State of the Integrated Human Rights of the Elderly in Rural Areas of South Korea (농촌지역 거주 노인의 통합적 인권보장 실태에 관한 연구)

  • Ahn, Joonhee;Kim, MeeHye;Chung, SoonDool;Kim, SooJin
    • 한국노년학
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    • v.38 no.3
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    • pp.569-592
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    • 2018
  • This study purported to investigate the current state of human rights of older adults residing in rural areas of Korea. The study utilized, as an analytic framework, 4 priority directions (1. "older persons and development", 2. "rural area development", 3. "advancing health and well-being into old age", and 4. "ensuring enabling and supportive environments") with 13 task actions recommended by Madrid International Plan of Action on Ageing (MIPAA). Furthermore, the study examined gender differences in all items included in the analytic framework. Data was collected by the face-to-face survey on 800 subjects aged 65 and over. Statistical analyses were conducted using STATA 13.0 program. The main results were summarized in order of 4 priority directions as follows. First, average working hours per day were 6.2, and men reportedly participated in economic activities and needed job training more than women, while women participated in lifelong education programs more than men. Awareness of fire and disaster prevention facilities was low in both genders. Second, accessibility to the support center for the elderly living alone as well as protective services for the vulnerable elderly was found to be low. IT-based services and networking were used more by men than women, and specifically, IT-based financial transactions and welfare services were least used. Third, medical check-ups and vaccinations were well received, while consistent treatments for chronic illnesses and long-term care services were relatively less given. In addition, accessibility to mental health service centers was considerably low. Fourth, although old house structures and the lack of convenience facilities were found to be circumstantial risk factors for these elders, experiences of receiving housing support services were scarce. The elderly were found to rely more on informal care, and concerns for their care were higher in women than men. Plus, accessibility to elderly abuse services was markedly low. Based on these results, discussed were implications for implementing policies and practical interventions to raise the levels of the human rights for this population.

Issues Involving the Relationship between Religion and the Anti-Japanese Independence Movement: A Case Study of Mugeukdo (종교와 항일독립운동, 그리고 쟁점 - 무극도 사례를 중심으로 -)

  • Ko, Byoung-chul
    • Journal of the Daesoon Academy of Sciences
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    • v.35
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    • pp.39-71
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    • 2020
  • Ever since gaining liberation in 1945, Korean society has constantly recalled memories of Japan's invasion and Korea's anti-Japanese movements for an independent state (AMIS). In the process, a small number of new religious groups were also identified as main subjects within AMIS. However, the logic necessary to connect these religious groups with AMIS was still weak. In order to solve this situation academically, the purpose of this article is to illuminate the activities of Mugeukdo (無極道) and Jo Jeongsan (趙鼎山) through the lens of AMIS and to reflect on the issues that will arise when linking the religion with AMIS. Regarding this purpose, this article analyzed the internal and external data collected by Daesoon Jinrihoe (大巡眞理會) about Jo Jeongsan and Mugeukdo's activities linked to AMIS. Later, this paper presents several tasks for future research on this subject matter. Specifically, according to Chapter II, the AMIS of Jo Jeongsan and Mugeukdo were generally centered on resistance at the family level, Jo Jeongsan's order to participate in the March 1st Movement, and Mugeukdo's industrial activities. In Chapter III, I reviewed the contents of Chapter II using Daesoon Jinrihoe's external materials. According to the results of the review, future research is required to discover and cross-check materials related to the AMIS of Jo Jeongsan and Mugeukdo believers. Likewise, further research is needed to highlight the theory of the enthronement of emperor (天子登極說) and the Great Opening of the later world (後天開闢) in terms of AMIS. These efforts can make contributions that increase the credibility of Daesoon Jinrihoe's internal data on the AMIS of Jo Jeongsan and Mugeukdo and expand the periphery of AMIS as it relates to certain religious groups. Subsequently, in Chapter IV, I present three items for reflecting upon the connection between certain religious groups and AMIS. The first is that criteria for establishing the category of AMIS is necessary to determine whether religious activities can be included. Second, reductionist approaches make it difficult to explain the reasons why some of the people who participated in AMIS did so while forming 'new religious movements,' and why these groups have maintained their religious identity even after liberation was achieved in 1945. Third, it is necessary to distinguish between the primary and the secondary dimensions to elaborate on the connection between these religions and AMIS. This means that researchers should be expected to look at whether the activities in question are based on a religious worldview and whether the goal of the activities is the realization of AMIS or the implementation of some aspect of that religious worldview. In the future, considering the mechanisms that make AMIS memorable in Korea, religious groups and religious studies should take greater interest in discovering and accumulating data that facilitates research on these topics. At the same time, effort should be made to find the basis for AMIS within religious worldviews. It can also be made possible through specific interest in further elaboration on the various AMIS-related activities of Jo Jeongsan and Mugeukdo.

Elementary School Students' Polar Literacy (초등학생들의 극지 소양)

  • Choi, Haneul;Chung, Sueim;Kim, Minji;Shin, Donghee
    • Journal of The Korean Association For Science Education
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    • v.42 no.1
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    • pp.19-32
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    • 2022
  • The need for polar education was further emphasized, depending on the importance of the pole, which is the best place for climate change detection and prediction, and treasure trove of future technology and resources. Therefore, this study analyzed the general cognitive and affective characteristics of elementary school students' polar literacy, and in addition, analyzed the cognitive and affective characteristics according to the level of diversity about polar experience. The items developed for the study were revised through a pilot survey of 43 fifth graders. They consisted of questions about gender, polar experience, scientific literacy, polar knowledge, polar literacy skills, polar literacy beliefs, and polar literacy attitudes. The types of questions used are selectable, reliable, and Likert (4 points), for a total of 66 questions. The students who participated in the study were 323 fifth grade elementary students. The study found that students were more interested in the dramatic consequences of polar changes than the scientific causes and processes associated with it. This is confirmed through the fact that they are more interested in and familiar with polar creatures suffering from polar changes than understanding ice, which is the main feature of and the central mechanism of polar changes. Students also recognized the issue of polar climate change as a global issue other than their own. They believe that what happens in the Arctic and Antarctica will affect the whole world, but not significantly to himself and his community. The level of knowledge about polar region and the ability to analyze and infer were not significantly related to each other, and students with a higher level of diversity of experience about polar region had a better understanding of polar science and technology. In this research, it is meaningful to check the characteristics related to the students' polar region and to use it as a basic data to show the direction in which polar literacy education should proceed in the future.

Analysis of the Effects of E-commerce User Ratings and Review Helfulness on Performance Improvement of Product Recommender System (E-커머스 사용자의 평점과 리뷰 유용성이 상품 추천 시스템의 성능 향상에 미치는 영향 분석)

  • FAN, LIU;Lee, Byunghyun;Choi, Ilyoung;Jeong, Jaeho;Kim, Jaekyeong
    • Journal of Intelligence and Information Systems
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    • v.28 no.1
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    • pp.311-328
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    • 2022
  • Because of the spread of smartphones due to the development of information and communication technology, online shopping mall services can be used on computers and mobile devices. As a result, the number of users using the online shopping mall service increases rapidly, and the types of products traded are also growing. Therefore, to maximize profits, companies need to provide information that may interest users. To this end, the recommendation system presents necessary information or products to the user based on the user's past behavioral data or behavioral purchase records. Representative overseas companies that currently provide recommendation services include Netflix, Amazon, and YouTube. These companies support users' purchase decisions by recommending products to users using ratings, purchase records, and clickstream data that users give to the items. In addition, users refer to the ratings left by other users about the product before buying a product. Most users tend to provide ratings only to products they are satisfied with, and the higher the rating, the higher the purchase intention. And recently, e-commerce sites have provided users with the ability to vote on whether product reviews are helpful. Through this, the user makes a purchase decision by referring to reviews and ratings of products judged to be beneficial. Therefore, in this study, the correlation between the product rating and the helpful information of the review is identified. The valuable data of the evaluation is reflected in the recommendation system to check the recommendation performance. In addition, we want to compare the results of skipping all the ratings in the traditional collaborative filtering technique with the recommended performance results that reflect only the 4 and 5 ratings. For this purpose, electronic product data collected from Amazon was used in this study, and the experimental results confirmed a correlation between ratings and review usefulness information. In addition, as a result of comparing the recommendation performance by reflecting all the ratings and only the 4 and 5 points in the recommendation system, the recommendation performance of remembering only the 4 and 5 points in the recommendation system was higher. In addition, as a result of reflecting review usefulness information in the recommendation system, it was confirmed that the more valuable the review, the higher the recommendation performance. Therefore, these experimental results are expected to improve the performance of personalized recommendation services in the future and provide implications for e-commerce sites.

State of Mind in the Flow 4-Channel Model and Play (플로우 4경로모형의 마음상태와 플레이(play))

  • Sohn, Jun-Sang
    • Journal of Global Scholars of Marketing Science
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    • v.17 no.2
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    • pp.1-29
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    • 2007
  • The flow theory becomes one of the most important frameworks in the internet research arena. Hoffman and Novak proposed a hierarchical flow model showing the antecedents and outcomes of flow and the relationship among these variables in the hyper-media computer circumstances (Hoffman and Novak 1996). This model was further tested after their initial research (Novak, Hoffman, and Yung 2000). At their paper, Hoffman and Novak explained that the balance of challenge and skill leads to flow which means the positive optimal state of mind (Hoffman and Novak 1996). An imbalance between challenge and skill, leads to negative states of mind like anxiety, boredom, apathy (Csikszentmihalyi and Csikszentmihalyi 1988). Almost all research on the flow 4-channel model have been focusingon flow, the positive state of mind (Ellis, Voelkl, and Morris 1994 Mathwick and Rigdon 2004). However, it also needs to examine the formation of the negative states of minds and their outcomes. Flow researchers explain play or playfulness as antecedents or the early state of flow. However, play has been regarded as a distinct concept from flow in the flow literatures (Hoffman and Novak 1996; Novak, Hoffman, and Yung 2000). Mathwick and Rigdon discovered the influences of challenge and skill on play; they also observed the influence of play on web-loyalty and brand loyalty (Mathwick and Rigdon 2004). Unfortunately, they did not go so far as to test the influences of play on state of mind. This study focuses on the relationships between state of mind in the flow 4-channel model and play. Early research has attempted to hypothetically explain state of mind in flow theory, but has not been tested except flow until now. Also the importance of play has been emphasized in the flow theory, but has not been tested in the flow 4-channel model context. This researcher attempts to analyze the relationships among state of mind, skill of play, challenge, state of mind and web loyalty. For this objective, I developed a measure for state of mind and defined the concept of play as a trait. Then, the influences of challenge and skill on the state of mind and play under on-line shopping conditions were tested. Also the influences of play on state of mind were tested and those of flow and play on web loyalty were highlighted. 294 undergraduate students participated in this research survey. They were asked to respond about their perceptions of challenge, skill, state of mind, play, and web-loyalty to on-line shopping mall. Respondents were restricted to students who bought products on-line in a month. In case of buying products at two or more on-line shopping malls, they asked to respond about the shopping mall where they bought the most important one. Construct validity, discriminant validity, and convergent validity were used to check the measurement validations. Also, Cronbach's alpha was used to check scale reliability. A series of exploratory factor analyses was conducted. This researcher conducted confirmatory factor analyses to assess the validity of measurements. All items loaded significantly on their respective constructs. Also, all reliabilities were greater than.70. Chi-square difference tests and goodness of fit tests supported discriminant and convergent validity. The results of clustering and ANOVA showed that high challenge and high skill leaded to flow, low challenge and high skill leaded to boredom, and low challenge and low skill leaded to apathy. But, it was different from my expectation that high challenge and low skill didnot lead to anxiety but leaded to apathy. The results also showed that high challenge and high skill, and high challenge and low skill leaded to the highest play. Low challenge leaded to low play. 4 Structural Equation Models were built by flow, anxiety, boredom, apathy for analyzing not only the impact of play on state of mind and web-loyalty, but also that of state of mind on web-loyalty. According the analyses results of these models, play impacted flow and web-loyalty positively, but impacted anxiety, boredom, and apathy negatively. Results also showed that flow impacted web-loyalty positively, but anxiety, boredom, and apathy impacted web-loyalty negatively. The interpretations and implications of the test results of the hypotheses are as follows. First, respondents belonging to different clusters based on challenge and skill level experienced different states of mind such as flow, anxiety, boredom, apathy. The low challenge and low skill group felt the highest anxiety and apathy. It could be interpreted that this group feeling high anxiety or fear, then avoided attempts to shop on-line. Second, it was found that higher challenge leads to higher levels of play. Test results show that the play level of the high challenge and low skill group (anxiety group) was higher than that of the high challenge and high skill group (flow group). However, this was not significant. Third, play positively impacted flow and negatively impacted boredom. The negative impacts on anxiety and apathy were not significant. This means that the combination of challenge and skill creates different results. Forth, play and flow positively impacted web-loyalty, but anxiety, boredom, apathy had negative impacts. The effect of play on web-loyalty was stronger in case of anxiety, boredom, apathy group than fl ow group. These results show that challenge and skill influences state of mind and play. Results also demonstrate how play and flow influence web-loyalty. It implies that state of mind and play should be the core marketing variables in internet marketing. The flow theory has been focusing on flow and on the positive outcomes of flow experiences. But, this research shows that lots of consumers experience the negative state of mind rather than flow state in the internet shopping circumstance. Results show that the negative state of mind leads to low or negative web-loyalty. Play can have an important role with the web-loyalty when consumers have the negative state of mind. Results of structural equation model analyses show that play influences web-loyalty positively, even though consumers may be in the negative state of mind. This research found the impacts of challenge and skill on state of mind in the flow 4-channel model, not only flow but also anxiety, boredom, apathy. Also, it highlighted the role of play in the flow 4-channel model context and impacts on web-loyalty. However, tests show a few different results from hypothetical expectations such as the highest anxiety level of apathy group and insignificant impacts of play on anxiety and apathy. Further research needs to replicate this research and/or to compare 3-channel model with 4-channel model.

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