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A Study on the Spatial Structure and landscape techniques of the Central Government Office(中央官衙) reviewed through the 'Sukchunjeado(宿踐諸衙圖)' ('숙천제아도(宿踐諸衙圖)'를 통해 본 조선시대 중앙관아의 공간구조와 조경기법)

  • Shin, Sang-sup;Kim, Hyun-wuk;Park, Young-kwan
    • Korean Journal of Heritage: History & Science
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    • v.47 no.3
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    • pp.42-59
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    • 2014
  • Han Pilgyo (1807~1878) was a scholar-official in the later period of the Joseon Dynasty. The research results on spatial structure and landscape techniques of the central government office reviewed through the Sukcheonjeado(宿踐諸衙圖) album collection edited by Han Pilgyo are as follows. First, Sukcheonjeado(宿踐諸衙圖) using Sabangjeondomyobeob(四方顚倒描法, a Korean traditional drawing type) is uniquely proven historical data which helps to understand the spatial structure of the center and local government offices and the characteristics of cultural landscape. Secondly, the central government office located in Yookcho(六曹) Street which is the outside Gwanghwamun(光化門) of the Main Palace(Gyeongbokgung, 景福宮) of the Joseon Dynasty has a center facility(Dangsangdaecheong, 堂上大廳) and attached buildings which are distributed from high to low or from left to right, according to its order of presidency in square-shaped portion of land. The main building was located facing south and by considering the administrative convenience, the environmental effect and the practice of Confucian norms this structure reflects a hierarchical landuse system. Thirdly, the main buildings such as Dangsangdaecheong and Hyangcheong(鄕廳), which are the working place for government officials had large square front yards for constructing a practical patio garden. The back garden was tended to reflect the meaning landscape, with such as pond and pavilion. A particular point was the repeated crossing of active space and passive space(movement and stillness, building and yard, yard and garden), which implements the Yin-Yang principle. Fourth, the characteristics that can be extracted from the central government office landscapes are (1) expandability of outdoor space, connects of front gardens, emphasizes the characteristic of serviceable gardens and back gardens, which in turn emphasizes scenic sides, (2) introduction of water features(square-shaped ponds) that can be used as fire-water and considers environmental-amenity and landscape characteristics, (3) introduction of pavilions for relaxation, mental and physical discipline, and the development of back gardens, (4) significance of Jeongsimsoo(庭心樹) in such things as selection of concise landscape plants like lotus, willow, pine, zelkova and so on, and limited plant introduction, (5) environmental design techniques which set importance on not only aesthetics and ideality but also practical value. Thus, these aspects of the government office landscape can be said to be the universality and particularity of Korean traditional landscape technique and can be extracted similarly in the palaces, temples, lecture halls, and houses of the upper class of the Joseon Dynasty.

A Study of a Pattern of the Stress Perceived by Stroke Patients through the Rehabilitative Process (뇌졸중 환자의 재활과정에 따른 스트레스 변화 양상)

  • Lee, Jung-Min
    • Journal of East-West Nursing Research
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    • v.1 no.1
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    • pp.82-98
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    • 1997
  • The purpose of this study was to determine pattern of the stress perceived by stroke patients over time. The ultimate goal of the research is to provide data to help nurses to design the plan of nursing care of the stroke patients both in the hospital and at home. A total of 57 admitted stroke patients were collected from one general hospital in Seoul from June, 12 to September, la, 1993. The data were collected for three phases(within one week after leaving the hospital). The tools for this study, three scales were used ; Stress scale developed by the investigator. Constitution classifing scale designed by Kho(1984), and Self-care measuring scale by Kang(1984). Data were analyzed in four steps using statistical analysis. First, demographic data were determined by descriptive statistics. Second. the pattern of stress perceived by stroke patients across three phases was measured using repeated measures ANOVA. Third, stress of stroke patients classified by constitution, paralyzed area. and attack frequency were measured using ANOVA or t-test, and the pattern of stress by group over time was determined using paired t-test in post hoc test. Fourth. Pearson correlation coefficients were calculated to determine the relationship between the stress and self-care activities. The results of this study are ; 1. The pattern of stress across three phases ; There was a decrease of the stress across three phases. In general. psychological stress as the highest among three phases(F=36.92. P=.000). There was a statistically significant difference of the physical stress(F=34.55, p=.000), the psychological stress (F=15.49, p=.0005) and the social stress (F=24.71. p=.000) among three phases. There was a statistically significant difference of the stress between the first phase (on admission) and the second phase(before leaving the hospital) and was a decrease of the stress (t =6.36. p=.000). 2. The pattern of stress of stroke patients classified by constitution across three phases ; Stroke patients classified as So-Eum perceived the highest stress among three groups(Tae-Eum, So-Eum. So-Yang). There was no statistically significant difference of stress according to the constitution of stroke patients among three phases. Hence. stress was not influenced by the constitution of stroke patients, but there was a statistically significant difference of stress over time. 3. The pattern of stress of stroke patients classified by the paralyzed area across three phases ; Right paralyzed stroke patients perceived higher stress than left paralyzed stroke patients. There was, however, no statistically significant difference of stress between two groups except 2nd phase. There was no statistically significant difference of the perception of stress bet ween the right and left paralyzed stroke patients. 4. The pattern of stress of stroke patients classified by the frequency of the relapse of the disease across three phases ; Stress was higher in stroke patients who had the relapse of the disease twice more than the first time. There was, however, no statistically significant difference of stress between two groups. There was no statistically significant difference of stress of stroke patients according to the relapse of the disease among three phases. Hence, stress was no influenced by the relapse of the disease. 5. The relationship between the stress and self-care activities ; There was a negative relationship between the stress and self-care activities each phase(on admission, r= -.1563 ; before leaving the hospital, r= -.4030 ; after leaving the hospital, r= -.5291). Hence, the higher the self-care activities, the lower the stress. This study has three important findings. First finding was that psychological stress perceived by stroke patients was the highest among three phases. The second finding was that factors such as the constitution, the paralyzed area, and the relapse of the disease did not have an influence on the stress perceived by stroke patients across three phases(on admission, before leaving the hospital, after leaving the hospital). There was a statistically significant decrease of the stress perceived by stroke patients across three phases. The third finding was that there was a negative relationship between the self-care ability and stress. In this study, these findings have implications for nursing care for the rehabilitation of stroke patients and suggest the need of nursing intervention to promote the self-care ability and to support the psychological self-esteem of stroke patients.

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Aspects and Significance of Musa basjoo, a Landscaping Plant - Focused on Analysis of Old Paintings of Chosun Dynasty - (조경식물 파초(Musa basjoo) 식재 양상과 그 의미 - 조선시대 옛 그림 분석을 중심으로 -)

  • Rho, Jae-Hyun;Kim, Young-Suk;Goh, Yeo-Bin
    • Journal of the Korean Institute of Traditional Landscape Architecture
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    • v.28 no.2
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    • pp.23-36
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    • 2010
  • The purpose of this study is to infer the aspects and significance of Musa basjoo of latter part of Chosun Dynasty by analyzing the planting tendency and planting location of Musa basjoos drawn in total 77 old paintings and the characteristics of the paintings where Musa basjoos appeared, while trying to understand symbolic meanings of floral languages as well as the images and significance of Musa basjoos which appeared in the prose and poetry of Chosun Dynasty, and the results are as follows; With its floral languages of 'waiting', 'parting' and 'beauty', Musa basjoo represented the wealth and resuscitation and it aroused the elegance of hermits in its Taoistic sense. And it also represented 'the unworldliness to get out of transient human affairs' in its Buddhistic sense. Musa basjoos which appeared in 'Garden Custom Painting(庭園雅集圖)', 'Gosa Figure Painting(故事人物圖)' and 'Gyehoe Painting(契會圖)' is considered a device to increase the unworldly atmosphere of gardens and to dignify the elegant meetings of scholars, reflected by the high appearance frequencies of cranes and deer. And it seems that the meaning of Musa basjoo in certain paintings like 'Life-time Paintings(平生圖)', 'Castle City Painting(盛市圖), and 'Cultivating and Weaving Painting(耕織圖)' is an aspiration for wealth and prosperity, and the Musa basjoos planted in temples are considered to have symbolic meanings of aspiration for 'Salvation through Belief' as well as a unworldly meaning which reminds the transiency of human affairs. In addition, the expected effect of experiencing 'the sound of rain falling on the leaves of Musa basjoo' has been pursued, which can be confirmed by the fact that Firmiana simlex with wide leaves similar to Musa basjoo can be frequently spotted near the houses. Meanwhile, Musa basjoos seem to have been planted mainly in front garden or side garden around detached house and Musa basjoos inside the houses seem to have been planted mainly in right side when viewed from the entrance, in relation with the location of bedrooms where it is easier to hear the sounds from the right side of the environment. And the paintings where Musa basjoos appear with strange rocks and bizarre stones among other things have greater part of all the paintings, which is considered a kind of intentional landscaping and a product of mixed materials for elegant appreciation. And the major characters of the painting were involved in the activities of scholars such as arts, and the activities of minor characters were greatly related to their everyday lives. Musa basjoo of Chosun Dynasty in $17^{th}$ and $18^{th}$ century was one of the symbols necessary for description of gardens. And it provided the images of rainy scenes together with scholar culture which had a meaning of self-discipline, and it is assumed that the planting of Musa basjoo with the spirit of cease lessen deavor of a new leaf pushing up the tree and the spirit of resuscitation had the same trace of wheels in the city space of our country as the decline of scholar culture of Chosun Dynasty.

PASKYULA's Theory of Art (파스큐라의 미술론)

  • Jung, Ju-Young
    • The Journal of Art Theory & Practice
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    • no.5
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    • pp.43-80
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    • 2007
  • PASKYULA was formed in September, 1923 through the union of artists involved in two art groups: Kim Ki-Jin, Kim Bok-Jin, Yeon Hak-Nyeon who had previously participated in the ToWolHoi, and Park Young-Hi, Lee Sang-Hwa, An Seok-Ju, former members of the BaeckJo. After its founding, the PASKYULA artists had been searching for the social function of art to reform the harsh reality of Minjung and the nation with criticism toward society as well as art world. Their art theory for MinJung could grow relatively ease in relation to changing social and political conditions in the early 1920s. In August, 1925, PASKYULA organized the Korea Artista Proletaria Federatio with the YeomGunSa, and laid the groundwork for Proletariat art movement which was regularized in the late 1920s. From PASKYULA up to the early state of KAPF, the theory of art advocated by Kim Bok-Jin and An Seok-Ju could be summarized as "art for MinJung". At that time, widely ranging discourses on MinJung, however, was spawned in art theory, because many intellectuals-including artists and writers-begun to pay more attention to MinJung, who emerged as one of the social forces after the Samil Independent Movement. Sometimes, MinJung was construed as the target of enlightenment from a negative viewpoint. On the other hand, several intellectuals under the influence of individualism asserted that the discussion itself on MinJung exerted an evil influence on art. In contrast of these cases, the PASKYULA artists including Kim Bok-Jin, An Seok-Ju perceived that MinJung had the potential to change society, and regarded them as "a creator of genuine civilization and art". In the PASKYULA artist's writings, the concept of MinJung was often overlapped with the meaning of the Choson nation suffering under colony. Although their concept of MinJung was transformed gradually into the proletariat as they were under the strong influence of socialism, it did not change that they grasped the realities of the whole Choson Peninsula through the proletarian consciousness. In the early state of PASKYULA, the methodology for social function of art was presented in a twofold manner. First of all, Kim Bok-Jin emphasized on the necessity of education to improve MinJung's way of life through art, and it was embodied by the organization of ToWol Art Workshop and public lecture. Also, he championed "the popularization of art", which was one of methods to distribute art to MinJung. According to the PASKYULA artists, art should be not art for art' sake but art for MinJung. That was why they advocated the convergence of art and MinJung's life. Especially Kim Bok-Jin affirmed a link between art and industry because he considered industry the field inextricably linked with MinJung's life. In this context, his idea could be read as the generalization and equalization within the framework of possession. Kim Bok-Jin thought that the social ramifications of capitalism deprived MinJung of their right to enjoy art, and emphasized the artist' social role to return the right to them. That is, the even distribution of art was mainly discussed than the contents of art in the half of 1920s. By 1925, the contents of art itself became an issue in the PASKYULA art theory, and it was based in realism. Kim Bok-Jin and An Seok-Ju insisted that art should be reflection of real life. At that time, realism acquired the representation of MinJung and the nation's realities not realistic style. In fact, the various Western art styles including Futurism, Constructivism, Cubism etc. were exploited in the PASKYULA's visual images. Western art, target of criticism on theory, was selectively adopted in the works which were produced by Kim Bok-Jin and An Seok-Ju. Kim Bok-Jin's MoonYeUnDong cover design was conceived of as the example in which Western art was adopted with it's ideology under the influence of MAVO, while Western art shown in An Seok-Ju's illustrations served as a decorative function in many cases. Especially, An Seok-Ju attempted the various styles of Western art simultaneously, which may be seen as representing that PASKYULA did not have a firm ideology for their style. Also, it can be read as showing his hasty zeal to overcome Western art rapidly. The wish to establish "art for MinJung" as soon as possible was accompanied with the will to jump over the all steps of Western art though it was superficial. This aspiration of PASKYULA was expressed through the mass media, which had the potential for communicating to MinJung. At this point, there was a significant disparity between PASKYULA and another art groups in the first half of 1920s. However, the PASKYULA's method on the basis of the mass media could not but have a certain limitation because of the medium's properties. Nevertheless, PASKYULA' attempts may be considered to be valuable in sense that they expended the boundaries of Korean modern art into the commercial art questioning the matter of the distribution for art.

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Development of Certification Mark of Food Quality for Children's Favorite Foods Safety Management (어린이 기호식품 품질인증을 위한 인증마크 개발 연구)

  • Cho, Sun-Duk;Lee, Sung-Jin;Yun, Jee-Hye;Kim, Seo-Young;Lee, Eun-Ju;Park, Hye-Kyung;Kim, Myung-Chul;Chung, Kee-Hey;Kim, Gun-Hee
    • Journal of Food Hygiene and Safety
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    • v.23 no.1
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    • pp.31-39
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    • 2008
  • This study was performed to develop children's food quality certification system as part of the children's favorite foods safety management projects. As a component of the research, we developed a quality certification logo to build up brand image which is familiar with children, as well as to offer the right standard and opportunity for food selection. The age level contains elementary graders from 8 to 13. The logo concept was focused on 'Safety', 'Certification, Guidance' and 'Health' in accordance with the vision of the Korea Food and Drug Administration (KFDA), "Safe food, good nutrition and healthy children". The logo name was proposed as "Best Food for Children", "Safety Food for Children" and "Children Good Food", which was decided by public subscription in the KFDA. The 36 tentative plans for a seal were proposed depending on names. We conducted a survey for the 12 logo samples, designed by the name of "Children Good Food", to use as the basic material for the development of logo to convey the meaning of children's food quality certification system effectively. This survey was conducted among 321 elementary graders and 331 parents of elementary graders. We selected the most favorite design through the survey and applied it for products practicality. It is expected that a steady policy may be possible to implement by applying the basis of the children's food project.

Design and Fabrication for the Development of Auto Pattern Maker (자동취형기 개발을 위한 설계 및 제작)

  • Lee, Young-Il;Kim, Jung-Hee;Park, Jee-Hyun
    • Journal of Korean Ophthalmic Optics Society
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    • v.18 no.3
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    • pp.231-239
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    • 2013
  • Purpose: To design and fabricate the auto pattern maker for the development. Methods: we got the necessary data, needed in design, by using CAD. Based on the these data, we fabricated the trial product for the development of the auto pattern maker. Results: The auto pattern maker were composed with combinations of many elements; pattern making assembly, control panel, frame attachment and prober unit. The pattern making assembly was comprised of the cutter, the pattern holder, pattern remover and silence cover which could minimize the sound during the cutting process. The control panel was designed to be connected and operated with the main printed circuit board. The prober could get the eye shape data by scanning of 1.8 degrees around the groove of the frame through the encoding data according to the address. After starting, scanning was carried out in two passes, i.e. one right-handed and one left-handed. Communication connector could send the eye shape data from auto pattern maker to outer system with the RS232C transmission system. By using the one-way analysis of variance, we got the error rate of cut pattern size for ${\Phi}22mm$, ${\Phi}55mm$ and ${\Phi}62mm$. Because F-value was 0.510 and p-value was 0.601, no statistically significant differences were found. Also, the mean cutting error of the auto pattern maker was 0.0274 mm. Conclusions: we could succeed in making the trial product by applying it to the development of the auto pattern maker. The role of this auto pattern maker is to find a exact required size of lens to fit the frame by measuring the frame. The acquired data are transferred to outer system for grinding and finishing with patternless process. Also, the trial product can produce pattern to fit the frame. Therefore, it was confidently expected that the optometrists could handily produce pattern to fit the frame with this trial product and dispense the ophthalmic lens because of its efficiency and convenience compared to the past.

Research on the Prototype Landscape of Former Donam SeoWon Located in YeonSan (연산 돈암서원(豚巖書院) 구지(舊址)의 원형경관 탐색)

  • Rho, Jae-Hyun;Choi, Jong-Hee;Shin, Sang-Sup;Lee, Won-Ho
    • Journal of the Korean Institute of Traditional Landscape Architecture
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    • v.30 no.4
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    • pp.14-22
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    • 2012
  • The position, size and landscape of the former Donam SeoWon as well as the physical organization of the old site, are studied to extract data for the enhancement of the authenticity of Donam SeoWon since its registration as a world heritage site. The results are as follows. The 'Donam(豚巖)' encaved rock, the tombstone of teacher Sagye(沙溪), Kimjipsadang(金集祠堂), the head of the Gwangsan Kim family, the Sagye stream in front of them, and the Gyeryong and Daedun mountains in the distance are united in the former Donam SeoWon as landscape elements that clearly show the characteristics of the former site, which was called 'Donam-Wollim(豚巖園林).' Moreover Yangseongdangsipyoung(養性堂十詠), adds the garden elements of a medical herb field, twins pond, a bamboo forest, a school, and a peach field. On this site, one can also engage in activities that are related to the land and are closely related to Neo-Confucianism such as fish watching, conferencing, visit in seclusion(訪隱), looking for monks, and overseeing farming. The former site facing east is assumed to have Sau(祠宇) - Eungdodang(凝道堂) - Ipdeokmum(入德門) - Sanangru(山仰樓: estimated). Jeonsacheong seems to have been located to the left of the Sau area, Yangseongdang, which contained upper and lower twin lotus ponds, on the right and was surrounded by various plants. As it has been used as a lecture hall for the past 250 years, the former Donam SeoWon, located 1.8km away from the current area, must be preserved, and the landscape should be formed to establish the authenticity of Donam SeoWon.

The Beauty of the Lines on Men′s Po in the Chosun Dynasty

  • Do, Ju-Yeun
    • The International Journal of Costume Culture
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    • v.4 no.2
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    • pp.94-114
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    • 2001
  • Men's Po of (he Chosun period became simple and stable in shape as the nation moved from its early to late period. Re lines of the external structure of the clothing shows the beauty of the garment. Re lines generally derive their beauty from curved lines, gradually replacing the straight lines of the earlier part of the Chosun period. The linear beauty of the external structure of men's Po is found in the outline and silhouette. Generally in the early Chosun period it could be seen that H-shaped silhouettes, narrowed strips and flexible drapes descending to the ankles were still in use from the period of the Koryo dynasty And in the 17th century, or the mid Chosun period, considerable numbers of H-shaped drapes with wide sleeves and side Moo were seen. At the beginning of the 18th century, voluminous A-shaped outlines appeared. From the late Chosun period through the mid and late Chosun period, or the 18th and 19th centuries, the from silhouette changed from voluminous A-shapes to narrower H-shapes. The beauty of the lines of the external structure of men's Po is due to its harmonising with the straight body lines of men. The straight Git of the early Chosun period harmonises beautifully with the straight Baerae and Doryun and the curved Git of the later Chosun period similarly harmonises with the curved Baerae and Doryun lines. The shape of men's Po has a balance betweon right and left, centering around the Sup lines. The sleeves have the balanced beauty of vertical lines. Git and Sup have beauty through the balance of oblique and straight lines while Baerae and Doryun have similar balances through curves. Jikrung, Chulik, Dapho's side Moo, coat strings, Doryun and sleeves drape, all of which are manufactured by means of plane cutting, Pow together beautifully. Re Git, Sup, and the silhouette and drape of men's Po, which are also manufactured through plane cutting, make the wearer look tall and at the same time express the beauty of mature manhood. The linear beauty shown in men's Po during the Chosun Period have beauty through harmonizing with straight and curved lines, beauty balance, beauty of flow, beutity of emphasis and beauty of optical illusion.

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Comparison of Trajectory of Quality of Life in Patients with High Risk Breast Cancer Undergoing Adjuvant Chemotherapy and Autogenous Bone Marrow Transplantation (보조적 표준 항암 화학요법에 비한 자가조혈모세포 이식 유방암 환자 삶의 질 내용 비교)

  • Lee, Eun-Ok
    • Asian Oncology Nursing
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    • v.1 no.1
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    • pp.5-17
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    • 2001
  • It is known that aggressive treatment of chemotherapy, radiation and autogenous stem cell transplantation is effective for prevention of recurrence in the high-risk breast cancer patients. It was assumed that this procedure takes a longer time and decreases the quality of life more than the standard adjuvant chemotherapy. However, there are few studies comparing the quality of life of patients having bone marrow transplantation and adjuvant chemotherapy. Most of the studies were focused on the quality of life in one point of time, such as only during the early treatment stage, only overall quality of life rather than specific dimensions of the quality of life. The purposes of this study are 1) to identify the difference of the quality of life between two different treatment patterns, adjuvant chemotherapy and autogenous stem cell transplantation: 2) to identify the mostly affected dimension and the periods of time affected by the treatment patterns; and 3) to identify the trajectories of quality of life in each treatment pattern. This is a time series design that measures 4 different points of times. At the beginning of the study, 19 patients were placed in the chemotherapy group and 12 in the group of auto-peripheral blood stem cell transplantation. The inclusion criterion was the advanced disease stage of 3 or over with metastasis of more than 5 lymph nodes. The exclusion criteria were 1) anyone who has metastasis to other organ; 2) anyone who had psychological problems. Ferrell's Quality of Life Scale for Cancer Survivors 41 items on a 10 point scale was used. The QOL-CS includes 4 dimensions, which were labeled physical, psychological, social, and spiritual. The Cronbach‘s alpha of this scale was 0.89. Mann-Whitney U test and Friedman test were used to test each hypothesis. In comparison of the two groups, the quality of life of the bone marrow transplantation group dramatically increased at the 3rd and 6th month after transplantation, while the chemotherapy groups results stayed lower. The most affected dimension of the quality of life at the end of the treatment was the physical dimension. However, it and increased along with time, while the psychological dimension values remained low over the long-term period. Intensive nursing care is needed during the entire period of chemotherapy in all patients having chemotherapy, and is also required for right after cases of bone marrow transplantation.

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Effects of Perceived Similarity between Consumers and Product Reviewers on Consumer Behaviors (상품후기 작성자에 대해 상품후기 독자가 느끼는 유사성이 상품후기 독자에게 미치는 영향)

  • Kim, Ji-Young;Suh, Eung-Kyo;Suh, Kil-Soo
    • Asia pacific journal of information systems
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    • v.18 no.3
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    • pp.67-90
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    • 2008
  • Prior to making choices among online products and services, consumers often search online product reviews written by other consumers. Online product reviews have great influences on consumer behavior because they are believed to be more reliable than information provided by sellers. However, ever-increasing lists of product reviews make it difficult for consumers to find the right information efficiently. A customized search mechanism is a method to provide personalized information which fits the user's requirements. This study examines effects of a customized search mechanism and perceived similarity between consumers and product reviewers on consumer behaviors. More specifically, we address the following research questions: (1) Can a customized search mechanism increase perceived similarity between product review authors and readers? (2) Are product reviews perceived as more credible when product reviews were written by the authors perceived similar to them? (3) Does credibility of product reviews have a positive impact on acceptance of product reviews? (4) Does acceptance of product reviews have an influence on purchase intention of the readers? To examine these research questions, a lab experiment with a between-subject factor (whether a customized search mechanism is provided or not) design was employed. In order to enhance mundane realism and increase generalizability of the findings, the experiment sites were built based on a real online store, cherrya.com (http://www.cherrya.com/). Sixty participants were drawn from a pool that consisted of undergraduate and graduate students in a large university. Participation was voluntary; all the participants received 5,000 won to encourage their motivation and involvement in the experiment tasks. In addition, 15 participants, who selected by a random draw, received 30,000 won to actually purchase the product that he or she decided to buy during the experiment. Of the 60 participants, 25 were male and 35 were female. In examining the homogeneity between the two groups, the results of t-tests revealed no significant difference in gender, age, academic years, online shopping experience, and Internet usage. To test our research model, we completed tests of the measurement models and the structural models using PLS Graph version 3.00. The analysis confirmed individual item reliability, internal consistency, and discriminant validity of measurements. The results show that participants feel more credible when product reviews were written by the authors perceived similar to them, credibility of product reviews have a positive impact on acceptance of product reviews, and acceptance of product reviews have an influence on purchase intention of the readers. However, a customized search mechanism did not increase perceived similarity between product review authors and readers. The results imply that there is an urgent need to develop a better customized search tool in order to increase perceived similarity between product review authors and readers.