• Title/Summary/Keyword: directions of geographical research

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The Characteristics and Expression of Landform in Feng-shui Map on Genealogical Table in the Choson Dynasty (조선시대 족보(族譜)에 게재된 산도(山圖)의 특성과 지형표현 - "기계유씨족보(杞溪兪氏族譜)"와 "반남박씨세보(潘南朴氏世譜)"를 중심으로 -)

  • Lee, Hyung-Yun;Sung, Dong-Hwan
    • Journal of the Korean association of regional geographers
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    • v.17 no.1
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    • pp.40-57
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    • 2011
  • A feng-shui map is a kind of map that features such propitious positions as fortune-bringing spots or ideal grave sites. The map is a representation of the most ideal natural terrains in terms of feng-shui perspectives. This study did research on two feng-shui maps registered on some genealogical tables in order to see how the map was drawn up. In addition, the detailed characteristics of landform expressions like the frame of the map, viewpoints, center-oriented mapping, water flow, mountain theories were delved into. The results of the research are as follows: the feng-shui maps for this research used the techniques of double scale and aerial view, described terrains with grave sites in their centers, and enlarged important terrains compared with surroundings for exaggeration purposes. In addition, other vital landforms not observed from grave sites were depicted with viewpoints moved and were represented in fine details. The part of mountain theories had the following points as their main subject matter: geographical locations, overall orientations of mountain ranges, topographical traits, grave seat directions and surrounding terrains.

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Tectonic Movement in the Korean Peninsula (I): The Spatial Distribution of Tectonic Movement Identified by Terrain Analyses (한반도의 지반운동 ( I ): DEM 분석을 통한 지반운동의 공간적 분포 규명)

  • Park, Soo-Jin
    • Journal of the Korean Geographical Society
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    • v.42 no.3 s.120
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    • pp.368-387
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    • 2007
  • In order to explain geomorphological characteristics of the Korean Peninsula, it is necessary to understand the spatial distribution of tectonic movements and its causes. Even though geomorphological elements which might have been formed by tectonic movements(e.g. tilted overall landform, erosion surface, river terrace, marine terraces, etc.) have long been considered as main geomorphological research topics in Korea, the knowledge on the spatial distribution of tectonic movement is still limited. This research aims to identify the spatial distributions of tectonic movement via sequential analyses of Digital Elevation Model(DEM). This paper first developed a set of terrain analysis techniques derived from theoretical interrelationships between tectonic uplifts and landsurface denudation processes. The terrain analyses used in this research assume that elevations along major drainage basin divides might preserve original landsurfaces(psuedo-landsuface) that were formed by tectonic movement with relatively little influence by denudation processes. Psuedo-landsurfaces derived from a DEM show clear spatial distribution patterns with distinct directional alignments. Lines connecting psuedo-landsufaces in a certain direction are defined as psuedo-landsurface axes, which are again categorized into two groups: the first is uplift psuedo-landsurface axes that indicate the axis of landmass uplift; and the second is denudational psuedo-landsurface axes that cross step-shaped pusedo-landsurfaces formed via surface denudation. In total, 13 axes of pusedo-landsurface are identified in the Korean Peninsula, which show distinct direction, length, and relative uplift rate. Judging from the distribution of psudo-landsurfaces and their axes, it is concluded that the Korean Peninsula ran be divided into four tectonic regions, which are named as the Northern Tectonic Region, Center Tectonic Region, Southern Tectonic Region, and East Sea Tectonic Region, respectively. The Northern Tectonic Region had experienced a regional uplift centered at the Kaema plateau, and the rate of uplift gradually decreased toward southern, western and eastern directions. The Center Tectonic Region shows an arch-shaped uplift. Its uplift rate is the highest along the East Sea and the rate decreases towards the Yellow sea. The Southern Tectonic Region shows an asymmetric uplift centered a line connecting Dukyu and Jiri Mountains in the middle of the region. The eastern side of the Southern Regions shows higher uplift rate than that of the western side. The East Sea Tectonic Region includes south-eastern coastal area of the peninsula and Gilju-Myeongchun Jigudae, which shows relatively recent tectonic movements in Korea. Since this research visualizes the spatial heterogeneity of long-term tenonic movement in the Korean peninsula, this would provide valuable basic information on long-term and regional differences of geomorphological evolutionary processes and regional geomorphological differences of the Korean Peninsula.

Spatial problems of Korea -A delphi survey- (國土管理의 方向定立을 위한 國土診斷 -專門家 集團의 問題意識을 中心으로-)

  • Kim, Inn;Yu, Woo-Ik;Huh, Woo-Kung;Park, Young-Han;Park, Sam-Ock;Yu, Keun-bae;Choi, Byung-Seon
    • Journal of the Korean Geographical Society
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    • v.29 no.1
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    • pp.16-38
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    • 1994
  • The spatial structure of Korea has been changed drastically during the second half of this century. The events such as the Korean War and the resultant division of the Korean Peninsular into two Koreas, rapid industrialization and urbanization are the major causes among others for the spatial changes of the nation. The changes in turn have spawned a number of spatial problems. It is time, we argue, to diagnose how much the nation is now ill-structured, and to discuss of which directions the long-term spatial management be reoriented. A delphi survey was conducted during the early 1993 to fulfill such research needs. Questionnaires were distributed among geographers, planners, and high governmental officials throughout the nation. These 'experts of spatial problems' were requested to evaluate the past spatial policies and strategies, and to identify spatial and environmental problems at the national, regional and local levels. The survey included questions with regard to the spatial problems in North Korea too. A complementary literature survey in the fields of spatial sciences was accomplished as well in order to identify the major research interests and issues with regard to the nations's spatial structure. The delphi survey results indicatee that the present spatial structure: in relation to consumption, housing and economic activities is satisfactory in overall, while rather poor in terms of education, leisure and community activities. Most of the experts consider infrastructural improvements are urgent in the areas of roads, waste disposal facilitles, railroads, harbors, water supply and drainage systems. The over-concentration of economic, social and political function in the Seoul Metropolitan Region is perceived to be the most serious spatial problem in Korea. The long-term solutions suggested are strategies toward a more balanced regional development as well as toward a cleaner environment. The concensus among the experts for the short-term solution is the redistribution of population and industries from the Seoul Metropolitan Region to the intermediate and small cities. The land use policies and concurrent large-scale infrastructural projects are evaluated largely pertinent and desirable in general. It is, however, suggested that development projects be conducted in a more harmonious way with environment. The survey respondents suggest that the present environmental management policies should be reexamined critically. With regard to regional and local problems, transportation and pollutions are thought to be most serious in the Seoul Metropolitan Region, while employment opportunities, and information, education and health care services are most deprived in small cities and rural areas. The majority of the experts consider a city size of 250, 000-500, 000 population is desirable to live within. Respondents beileve that North Korea's physical environment is still not aggravated much whereas its infrastructural provisions are largely pool. The co-authors of this research figure a "environmentaly sound and spatially balanced Korean Penninsular" as the ideal type of spatial structure in Korea. The basic guidelines toward this ideal prototype are suggested: the recovery of spetial integrity, progressive restructuring of the nation, land uses geared to public welfare rather than private interests, and eco-humanistic approach in spatial policies.

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Tectonic Movement in the Korean Peninsula (II): A Geomorphological Interpretation of the Spatial Distribution of Earthquakes (한반도의 지반운동 (II): 한반도 지진분포의 지형학적 해석)

  • Park, Soo-Jin
    • Journal of the Korean Geographical Society
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    • v.42 no.4
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    • pp.488-505
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    • 2007
  • The purposes of this research are twofold; 1) to verify spatial differences of tectonic movement using the spatial distribution of earthquakes, and 2) to infer mechanisms that generate spatial accumulation patterns of earthquakes in the Korean Peninsula. The first part of this sequential paper (Park, 2007) argues that the Korean Peninsula consists of four geostructural regions in which tectonic deformation and consequent geomorphological development patterns are different from each other Since this conclusion has been made by terrain analyses alone, it is necessary to verify this suggestion using other independent geophysical data. Because earthquakes are results of movement and deformation of land masses moving in different directions, the distribution of earthquake epicenters may be used to identify the direction and rates of land mass movement. This paper first analysed the spatial distribution of earthquakes using spatial statistics, and then results were compared with the spatial arrangement of geostructural regions. The spatial distribution of earthquakes in the Korean Peninsula can be summarized as the followings; firstly, the intensity of earthquakes shows only weak spatial dependency, and shows large difference even at adjacent regions. Secondly, the epicenter distribution has a clear spatial accumulation pattern, even though the intensity of earthquake shows a random pattern. Thirdly, the high density area of earthquakes shows a clear 'L' shape, passing through Pyeongannam-do, centered at Pyeongyang, and Hwanghae-do, Seosan and Pohang. The correlation coefficient between the density of earthquakes and distance from geostructral region boundaries is much higher than those between the density of fault lines and distance from tectonic division boundaries. Since fault lines and tectonic divisions in the Korean Peninsula are the results of long-term geological development, there is an apparent scale discrepancy to find significant correlations with earthquakes. This result verifies the research hypothesis that the Korean Peninsula is divided into four geostructral regions in which each has its own moving direction and spatial deformation characteristics. The existence of geostructural regions is also supported by the movement parrerns of land masses estimated from the GPS measurements. This conclusion is expected to provide a new perspective to understand the geomorphological developments and the earthquake occurrences in the Korean Peninsula.

Base Location Prediction Algorithm of Serial Crimes based on the Spatio-Temporal Analysis (시공간 분석 기반 연쇄 범죄 거점 위치 예측 알고리즘)

  • Hong, Dong-Suk;Kim, Joung-Joon;Kang, Hong-Koo;Lee, Ki-Young;Seo, Jong-Soo;Han, Ki-Joon
    • Journal of Korea Spatial Information System Society
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    • v.10 no.2
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    • pp.63-79
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    • 2008
  • With the recent development of advanced GIS and complex spatial analysis technologies, the more sophisticated technologies are being required to support the advanced knowledge for solving geographical or spatial problems in various decision support systems. In addition, necessity for research on scientific crime investigation and forensic science is increasing particularly at law enforcement agencies and investigation institutions for efficient investigation and the prevention of crimes. There are active researches on geographic profiling to predict the base location such as criminals' residence by analyzing the spatial patterns of serial crimes. However, as previous researches on geographic profiling use simply statistical methods for spatial pattern analysis and do not apply a variety of spatial and temporal analysis technologies on serial crimes, they have the low prediction accuracy. Therefore, this paper identifies the typology the spatio-temporal patterns of serial crimes according to spatial distribution of crime sites and temporal distribution on occurrence of crimes and proposes STA-BLP(Spatio-Temporal Analysis based Base Location Prediction) algorithm which predicts the base location of serial crimes more accurately based on the patterns. STA-BLP improves the prediction accuracy by considering of the anisotropic pattern of serial crimes committed by criminals who prefer specific directions on a crime trip and the learning effect of criminals through repeated movement along the same route. In addition, it can predict base location more accurately in the serial crimes from multiple bases with the local prediction for some crime sites included in a cluster and the global prediction for all crime sites. Through a variety of experiments, we proved the superiority of the STA-BLP by comparing it with previous algorithms in terms of prediction accuracy.

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Region-wide Road Transport CO2 Emission Inventory (지역단위 도로교통 탄소배출 인벤토리구축 방법론)

  • Shin, Yong Eun;Ko, Kwang Hyee
    • KSCE Journal of Civil and Environmental Engineering Research
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    • v.33 no.1
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    • pp.297-304
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    • 2013
  • Due to its excessive $CO_2$ emissions, road transport sector becomes a target for emission reduction strategies. Although precise and reliable emissions inventories are necessary for evaluating plans and strategies, developing the region-wide inventory is a difficult task mainly because of a lack of data including travel patterns and modal volumes in the reginonal context. Most existing inventory methodologies employ fuel sale data within the target region, which ignores actual regional traffic patterns and thus not suited to its geographical context. To overcome these problems, this study develops region-wide $CO_2$ emissions inventory methodology by utilizing the Korea Transport DB (KTDB). KTDB provides a number of useful information and data, such as road network with which one can identify in and out trips over the entire region, traffic volumes of various modes, distance of travel, travel speed and so on. A model of equations that allow the computation of volume of $CO_2$ emitting from the road transport activities within the target region is developed. Using the model, numerical analyses are performed for the case of Busan Metropolitan City to demonstrate the applicability of the developed model. This study is indeed exploratory in the sense that using the existing data, it develops the $CO_2$ emissions inventory methodology which can produce better results than those from conventional fuel sales methodology. This study also suggests further reresarch directions to develop more refined methodologies in region-wide basis.

The Analyses of Geographers지 Roles and Demands in Korean GIS Industries (GIS 산업에 있어서 지리학의 역할 및 수요에 대한 분석)

  • Chang Eun-mi
    • Journal of the Korean Geographical Society
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    • v.39 no.4
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    • pp.643-664
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    • 2004
  • This study aims to review what geographers have contributed to GIS industries and national needs. To-be-geographers and geographers are expected to meet the gap between what we have teamed in school and what we have to do after graduation. The characteristics of GIS industry in the 1990 are summarized with approximate evaluation of the contribution of geographers in each stage. Author introduced the requirement for the licenses of geomatics and geospatial engineering experts and the other licenses, which are important to get a job in GIS industry from 2003 to 2004. A set of questionnaire on the user's requirements was given to GIS people in private companies and public GIS research centers and analyzed. Author found that they put an emphasis on hands-on experiences and programming skills. no advantages or geography such as capability or integration and inter-disciplinary collaboration were not appreciated. The prospects for the GIS tend to be positive but the reflectance of the prospect was not accompanied by at the same degree of preference for geography. Most government strategies for the next ten years' GIS focus on new-growth leading industries. SWOT(strength, weakness, opportunity, threat) analysis of geography for GIS industry will give some directions such as telematics, regional marketing strategies with web-based GIS technology, location based service. That means intra-disciplinary study in geography will evoke the potentiality of GIS, compared with interdisciplinary studies.

A Field Research on Multi-Language Sign System in Hospital at the Point of View in Convergent Study - Focused on General Hospital in Busan and South Gyeongsang Province - (융합적 관점에서 본 병원 사인시스템 다중언어 표기 현황 조사 - 부산 및 경남지역 의료기관을 중심으로 -)

  • Park, Han Na;Paik, Jin Kyung
    • Korea Science and Art Forum
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    • v.37 no.1
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    • pp.87-97
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    • 2019
  • The study began in recent years with the aim of grasping the nation's medical status following the fast-growing trend of international medical tourism and attracting foreign patients, among other things, Busan, which ranks second in attracting foreign patients after the nation's capital, Seoul, has been highly active in the past eight years, with foreign patients rising by about 426 percent, and Russian patients entering the sea. In addition, Gimhae and Changwon, the Busan-based Gyeongsangnam-do region, ranked first and second in number of foreign residents, and are inhabited by a variety of foreign workers. Medical institutions, such as hospitals, should be able to find directions within hospitals. It is also a space where information in various languages, including Korean, English, Chinese, or Russian, must be delivered in a single medium. Based on this research, the purpose of this research is to provide converged information that helps foreigners who are not familiar with Korean language easily understand the proposed recognition system when visiting hospitals. Therefore, this paper is applied to a multi-language survey of six medical institutions (A, B, C, D, E, F) at the university hospital in Busan, and 10 medical institutions (R, J) in Gimhae, South Gyeongsang Province with high foreign residents. Research results and contents are as follows. First, the results of analyzing the design of the sinusoidal system show that the font uses colorless Gothic fonts, arrows, and pictograms to introduce the design of a typical hospital sign system. Second, the results of the multi-lingual situation were found to have only two languages in the system, such as Korean and English, and to have four languages, including Korean, English, Chinese, and Russian, according to their geographical location. However, it was judged that most medical institutions currently have only two languages (Korean, English) that may cause some discomfort in terms of language for foreign patients in non-English speaking countries. Based on these findings, it is necessary to propose designs that are considered by Koreans as well as foreign users in the use of multilingual hospital sign systems.

Geomagnetic Paleosecular Variation in the Korean Peninsula during the First Six Centuries (기원후 600년간 한반도 지구 자기장 고영년변화)

  • Park, Jong kyu;Park, Yong-Hee
    • The Journal of Engineering Geology
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    • v.32 no.4
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    • pp.611-625
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    • 2022
  • One of the applications of geomagnetic paleo-secular variation (PSV) is the age dating of archeological remains (i.e., the archeomagnetic dating technique). This application requires the local model of PSV that reflects non-dipole fields with regional differences. Until now, the tentative Korean paleosecular variation (t-KPSV) calculated based on JPSV (SW Japanese PSV) has been applied as a reference curve for individual archeomagnetic directions in Korea. However, it is less reliable due to regional differences in the non-dipole magnetic field. Here, we present PSV curves for AD 1 to 600, corresponding to the Korean Three Kingdoms (including the Proto Three Kingdoms) Period, using the results of archeomagnetic studies in the Korean Peninsula and published research data. Then we compare our PSV with the global geomagnetic prediction model and t-KPSV. A total of 49 reliable archeomagnetic directional data from 16 regions were compiled for our PSV. In detail, each data showed statistical consistency (N > 6, 𝛼95 < 7.8°, and k > 57.8) and had radiocarbon or archeological ages in the range of AD 1 to 600 years with less than ±200 years error range. The compiled PSV for the initial six centuries (KPSV0.6k) showed declination and inclination in the range of 341.7° to 20.1° and 43.5° to 60.3°, respectively. Compared to the t-KPSV, our curve revealed different variation patterns both in declination and inclination. On the other hand, KPSV0.6k and global geomagnetic prediction models (ARCH3K.1, CALS3K.4, and SED3K.1) revealed consistent variation trends during the first six centennials. In particular, the ARCH3K.1 showed the best fitting with our KPSV0.6k. These results indicate that contribution of the non-dipole field to Korea and Japan is quite different, despite their geographical proximity. Moreover, the compilation of archeomagnetic data from the Korea territory is essential to build a reliable PSV curve for an age dating tool. Lastly, we double-check the reliability of our KPSV0.6k by showing a good fitting of newly acquired age-controlled archeomagnetic data on our curve.

The Effects of Perceived Quality Factors on the Customer Loyalty: Focused on the Analysis of Difference between PB and NB (지각된 품질요인이 고객충성도에 미치는 영향: PB와 NB간의 차이분석)

  • Ye, Jong-Suk;Jun, So-Yon
    • Journal of Distribution Research
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    • v.15 no.2
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    • pp.1-34
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    • 2010
  • Introduction As consumers' purchase behavior change into a rational and practical direction, the discount store industry came to have keen competition along with rapid external growth. Therefore as a solution, distribution businesses are concentrating on developing PB(Private Brand) which can realize differentiation and profitability at the same time. And as improvement in customer loyalty beyond customer satisfaction is effective in surviving in an environment with keen competition, PB is being used as a strategic tool to improve customer loyalty. To improve loyalty among PB users, it is necessary to develop PB by examining properties of a customer group, first of all, quality level perceived by consumers should be met to obtain customer satisfaction and customer trust and consequently induce customer loyalty. To provide results of systematic analysis on relations between antecedents influenced perceived quality and variables affecting customer loyalty, this study proposed a research model based on causal relations verified in prior researches and set 16 hypotheses about relations among 9 theoretical variables. Data was collected from 400 adult customers residing in Seoul and the Metropolitan area and using large scale discount stores, among them, 375 copies were analyzed using SPSS 15.0 and Amos 7.0. The findings of the present study followed as; We ascertained that the higher company reputation, brand reputation, product experience and brand familiarity, the higher perceived quality. The study also examined the higher perceived quality, the higher customer satisfaction, customer trust and customer loyalty. The findings showed that the higher customer satisfaction and customer trust, the higher customer loyalty. As for moderating effects between PB and NB in terms of influences of perceived quality factors on perceived quality, we can ascertain that PB was higher than NB in the influences of company reputation on perceived quality while NB was higher than PB in the influences of brand reputation and brand familiarity on perceived quality. These results of empirical analysis will be useful for those concerned to do marketing activities based on a clearer understanding of antecedents and consecutive factors influenced perceived quality. At last, discussions about academical and managerial implications in these results, we suggested the limitations of this study and the future research directions. Research Model and Hypotheses Test After analyzing if antecedent variables having influence on perceived quality shows any difference between PB and NB in terms of their influences on them, the relation between variables that have influence on customer loyalty was determined as Figure 1. We established 16 hypotheses to test and hypotheses are as follows; H1-1: Perceived price has a positive effect on perceived quality. H1-2: It is expected that PB and NB would have different influence in terms of perceived price on perceived quality. H2-1: Company reputation has a positive effect on perceived quality. H2-2: It is expected that PB and NB would have different influence in terms of company reputation on perceived quality. H3-1: Brand reputation has a positive effect on perceived quality. H3-2: It is expected that PB and NB would have different influence in terms of brand reputation on perceived quality. H4-1: Product experience has a positive effect on perceived quality. H4-2: It is expected that PB and NB would have different influence in terms of product experience on perceived quality. H5-1: Brand familiarity has a positive effect on perceived quality. H5-2: It is expected that PB and NB would have different influence in terms of brand familiarity on perceived quality. H6: Perceived quality has a positive effect on customer satisfaction. H7: Perceived quality has a positive effect on customer trust. H8: Perceived quality has a positive effect on customer loyalty. H9: Customer satisfaction has a positive effect on customer trust. H10: Customer satisfaction has a positive effect on customer loyalty. H11: Customer trust has a positive effect on customer loyalty. Results from analyzing main effects of research model is shown as

    , and moderating effects is shown as
    . Results This study is designed with 16 research hypotheses, Results from analyzing their main effects show that 9 of 11 hypotheses were supported and other 2 hypotheses were rejected. On the other hand, results from analyzing their moderating effects show that 3 of 5 hypotheses were supported and other 2 hypotheses were rejected. H1-1: (SPC: Standardized Path Coefficient)=-0.04, t-value=-1.04, p>. 05). H1-2: (${\Delta}\chi^2$=1.10, df=1, p> 0.05). H1-1 and H1-2 are rejected, so it is prove that perceived price is not a significant decision variable having influence on perceived quality and there is no significant variable between PB and NB in terms of influence of perceived price on perceived quality. H2-1: (SPC=0.31, t-value=3.74, p<. 001). H2-2: (${\Delta}\chi^2$=3.93, df=1, p< 0.05). H2-1 and H2-2 are supported, so it is proved that company reputation is a significant decision variable having influence on perceived quality and, in terms of influence of company reputation on perceived quality, PB has relatively stronger influence than NB. H3-1: (SPC=0.26, t-value=5.30, p< .001). H3-2: (${\Delta}\chi^2$=16.81, df=1, p< 0.01). H3-1 and H3-2 are supported, so it is proved that brand reputation is a significant decision variable having influence on perceived quality and, in terms of influence of brand reputation on perceived quality, NB has relatively stronger influence than PB. H4-1: (SPC=0.31, t-value=2.65, p< .05). H4-2: (${\Delta}\chi^2$=1.26, df=1, p> 0.05). H4-1 is supported, but H4-2 is rejected, Therefore, it is proved that product experience is a significant decision variable having influence on perceived quality and, on the other hand, there is no significant different between PB and NB in terms of influence of product experience on product quality. H5-1: (SPC=0.24, t-value=3.00, p<. 05). H5-2: (${\Delta}\chi^2$=5.10, df=1, p< 0.05). H5-1 and H5-2 are supported, so it is proved that brand familiarity is a significant decision variable having influence on perceived quality and, in terms of influence of brand familiarity on perceived quality, NB has relatively stronger influence than PB. H6: (SPC=0.91, t-value=19.06, p< .001). H6 is supported, so a fact that customer satisfaction increases as perceived quality increases is proved. H7: (SPC=0.81, t-value=7.44, p<. 001). H7 is supported, so a fact that customer trust increases as perceived quality increases is proved. H8: (SPC=0.57, t-value=7.87, p< .001). H8 is supported, so a fact that customer loyalty increases as perceived quality increases is proved. H9: (SPC=0.08, t-value=0.76, p> .05). H9 is rejected, so it is proved influence of customer satisfaction on customer trust is not significant. H10: (SPC=0.21, t-value=4.34, p< .001). H10 is supported, so a fact that customer loyalty increases as customer satisfaction increases is proved. H11: (SPC=0.40, t-value=5.68, p< .001). H11 is supported, so a fact that customer loyalty increases as customer trust increases is proved. Implications Although most of existing studies have used function, price, brand, design, service, brand name, store name as antecedent variables for perceived quality, this study used different antecedent variables in order to analyze and distinguish purchase group PB and NB through preliminary research. Therefore, this study may be used as preliminary data for a empirical study that is designed to be helpful for practical jobs. Also, this study is made to be easily applied to any practical job because SEM(Structural Equation Modeling), most strongly explaining the relation between observed variable and latent variable, is used for this study. This study suggests a new strategic point that, in order to increase customer loyalty, customer's perceived quality level should satisfied for inducing customer satisfaction, customer trust, and customer loyalty. Therefore, after finding an effective differentiating factors in perceived quality in order to increase customer loyalty through increasing perceived quality, this factor was made to be applied to PB and NB. Because perceived quality factors which is recognized as being important by consumers is different between PB and NB, this study suggests how to efficiently establish marketing strategy by enhancing a factor. Companies have mostly focused on profitability in terms of analyzing customer loyalty, but this study included positive WOM(word of mouth). Hence, this study suggests that it would be helpful for establishing customer loyalty when consumers have cognitive satisfaction and emotional satisfaction together. Limitations This study used variables perceived price, company reputation, brand reputation, product experience, brand familiarity in order to determine whether each constituent factor has different influence on perceived quality between purchase group PB and NB. These characteristic variables are made up on the basis of the preliminary research, but it is expected that more precise research result would be obtained if additional various variables are included in study. This study selected a practical product that is non-durable, low-priced and bestselling product in a discount store through the preliminary research because it can be easily estimated by consumers. Therefore. generalization of study would be more easily obtained if more various product characteristics is included. Regarding a sample used in this study, it was only based on consumers who purchase products in a large-scale discount store located in Seoul and in the capital area. Accordingly, this sample has some geographical limitation, If a study is expanded by including more areas, more representative research results may be produced. Because this study is only designed to analyze consumers who purchase a product in a large-scale discount store, some difference may be found according to characteristics of each business type. In other words, there is certainly some application limitation, so research result from this study may not be applied to other business types. Future research may have fruitful results if it adjusts a variable to each business type.

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