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Preservation of Fish Community by the Construction of the Tamjin Dam (탐진댐 건설에 따른 어류군집 보전방안)

  • Choi, Chung-Gil;Joh, Seong-Ju;Kim, Jong-Hae;Kim, Dong-Sup
    • Korean Journal of Ecology and Environment
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    • v.35 no.3 s.99
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    • pp.237-246
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    • 2002
  • Tamjin Dam is built in the upper reaches of the Tamjin River which flows through the Janghung-gun and Gangjin-gun of the Jeollanamdo, Korea. In order to map out a preservation strategy of the fish community from dam construction, We studied the distribution of fish distribution and changes of the habitat environment. we found 49 fish species inhabiting in the downstream and upstream of the Tamjin Dam. Among them, migratory fish were two species sweet smelt, Plecoglossus altivelis and freshwater eel, Anguilla japonica. The Coreoperca kawamebari which designated as a species to be protected by The Ministry of Environment of Korea was also observed. After the dam construction, reservoir would be filled with water and running water system will change to standing water system. Then the habitat and spawning space for mountain torrent fish will be reduced and the migration of migratory fish to upstream will be blocked. Through our study, we proposed several ways to protect fish community. In order to preserve the reduced habitat and spawning area of mountain torrent fish, a fishway has been diagnosed to be built in the shallow reservoir in the entrance of the upriver. The establishment of artificial spawning ground on the riverside has been recommended. In addition, We propose a creation of a shelter for fresh water eel, Anguilla japonica in areas where the depth of the water is about l0m by laying rocks. Since it is difficult for a spawning ground to be formed naturally in the reservoir due to the year-round changes in water level, We suggested a floating spawning facility using an artificial fixture. In the downstream of the dam, a waterway-style habitat and spawning ground in the river and increasing the diversity and abundance of fish fauna in the Tamjin River. A low-cost and highly efficient operational fishway has been recommended so that migratory fish such as Plecoglossus altivelis (sweetfish) can migrate from the lower reaches to the upper reaches of the river.

Soil Environmental Characteristics Assessment of the Namsan Park in Seoul (서울남산의 토양환경특성 평가)

  • Kim, Ik-Soo;Lee, Jai-Young;Kim, Gyeo-Bung;Eom, Seok-Won
    • Journal of Soil and Groundwater Environment
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    • v.13 no.4
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    • pp.22-29
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    • 2008
  • To understand environmental characteristics and contamination assessment of the Namsan Park soil in Seoul, we divided the Namsan map into 33 sectors and sampled mixed soil in depth 0${\sim}$15 cm, in 5${\sim}$10 points at the sites. We analyzed soil samples collected at 21 sectors twice on May and September. The results were as follows. The hue color ranges of the Namsan soil were 2.5YR${\sim}$10YR, the value ranges were 1${\sim}$4, the water rates were 3.1${\sim}$22.3 and the Ignition losses were 3.4${\sim}$10.4%. The average concentration of Cu and Pb were determined 3.374 and 15.000 mg/kg, Cd and As showed very low level. The mean concentrations of Zn and Ni were showed 103.290 and 11.649 mg/kg and this amount is not different from the nationalwide mean in 2005. The mean pH showed 5.41. The Zn, Ni and Cd in the soil of the circular road of Namsan showed 1.33, 1.48, 1.46 times higher than the other sector of the Namsan soil. The corelation coefficient between water rate and ignition loss were 0.720 and the correlation coefficient between Cu and Pb, Cu and Zn showed 0.827, 0.694 respectively. There was weak corelationship between pH and Zn. The Uniformity coefficient (Uc) of all the survey sites was determined below 5 in the range of 1.5${\sim}$4.4.

A Study of Disposition of Archaeological Remains in Wolseong Fortress of Gyeongju : Using Ground Penetration Radar(GPR) (GPR탐사를 통해 본 경주 월성의 유적 분포 현황 연구)

  • Oh, Hyun Dok;Shin, Jong Woo
    • Korean Journal of Heritage: History & Science
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    • v.43 no.3
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    • pp.306-333
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    • 2010
  • Previous studies on Wolseong fortress have focused on capital system of Silla Dynasty and on the recreation of Wolseong fortress due to the excavations in and around Wolseong moat. Since the report on the Geographical Survey of Wolseong fortress was published and GPR survey in Wolseong fortress was executed as a trial test in 2004, the academic interest in the site has now expanded to the inside of the fortress. From such context, the preliminary research on the fortress including geophysical survey had been commenced. GPR survey had been conducted for a year from March, 2007. The principal purpose of the recent 3D GPR survey was to provide visualization of subsurface images of the entire Wolseong fortress area. In order to obtain 3D GPR data, dense profile lines were laid in grid-form. The total area surveyed was $112,535m^2$. Depth slice was applied to analyse each level to examine how the layers of the remains had changed and overlapped over time. In addition, slice overlay analysis methodology was used to gather reflects of each depth on a single map. Isolated surface visualization, which is one of 3D analysis methods, was also employed to gain more in-depth understanding and more accurate interpretations of the remain The GPR survey has confirmed that there are building sites whose archaeological features can be classified into 14 different groups. Three interesting areas with huge public building arrangement have been found in Zone 2 in the far west, Zone 9 in the middle, and Zone 14 in the far east. It is recognized that such areas must had been used for important public functions. This research has displayed that 3D GPR survey can be effective for a vast area of archaeological remains and that slice overlay images can provide clearer image with high contrast for objects and remains buried the site.

A Hybrid Forecasting Framework based on Case-based Reasoning and Artificial Neural Network (사례기반 추론기법과 인공신경망을 이용한 서비스 수요예측 프레임워크)

  • Hwang, Yousub
    • Journal of Intelligence and Information Systems
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    • v.18 no.4
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    • pp.43-57
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    • 2012
  • To enhance the competitive advantage in a constantly changing business environment, an enterprise management must make the right decision in many business activities based on both internal and external information. Thus, providing accurate information plays a prominent role in management's decision making. Intuitively, historical data can provide a feasible estimate through the forecasting models. Therefore, if the service department can estimate the service quantity for the next period, the service department can then effectively control the inventory of service related resources such as human, parts, and other facilities. In addition, the production department can make load map for improving its product quality. Therefore, obtaining an accurate service forecast most likely appears to be critical to manufacturing companies. Numerous investigations addressing this problem have generally employed statistical methods, such as regression or autoregressive and moving average simulation. However, these methods are only efficient for data with are seasonal or cyclical. If the data are influenced by the special characteristics of product, they are not feasible. In our research, we propose a forecasting framework that predicts service demand of manufacturing organization by combining Case-based reasoning (CBR) and leveraging an unsupervised artificial neural network based clustering analysis (i.e., Self-Organizing Maps; SOM). We believe that this is one of the first attempts at applying unsupervised artificial neural network-based machine-learning techniques in the service forecasting domain. Our proposed approach has several appealing features : (1) We applied CBR and SOM in a new forecasting domain such as service demand forecasting. (2) We proposed our combined approach between CBR and SOM in order to overcome limitations of traditional statistical forecasting methods and We have developed a service forecasting tool based on the proposed approach using an unsupervised artificial neural network and Case-based reasoning. In this research, we conducted an empirical study on a real digital TV manufacturer (i.e., Company A). In addition, we have empirically evaluated the proposed approach and tool using real sales and service related data from digital TV manufacturer. In our empirical experiments, we intend to explore the performance of our proposed service forecasting framework when compared to the performances predicted by other two service forecasting methods; one is traditional CBR based forecasting model and the other is the existing service forecasting model used by Company A. We ran each service forecasting 144 times; each time, input data were randomly sampled for each service forecasting framework. To evaluate accuracy of forecasting results, we used Mean Absolute Percentage Error (MAPE) as primary performance measure in our experiments. We conducted one-way ANOVA test with the 144 measurements of MAPE for three different service forecasting approaches. For example, the F-ratio of MAPE for three different service forecasting approaches is 67.25 and the p-value is 0.000. This means that the difference between the MAPE of the three different service forecasting approaches is significant at the level of 0.000. Since there is a significant difference among the different service forecasting approaches, we conducted Tukey's HSD post hoc test to determine exactly which means of MAPE are significantly different from which other ones. In terms of MAPE, Tukey's HSD post hoc test grouped the three different service forecasting approaches into three different subsets in the following order: our proposed approach > traditional CBR-based service forecasting approach > the existing forecasting approach used by Company A. Consequently, our empirical experiments show that our proposed approach outperformed the traditional CBR based forecasting model and the existing service forecasting model used by Company A. The rest of this paper is organized as follows. Section 2 provides some research background information such as summary of CBR and SOM. Section 3 presents a hybrid service forecasting framework based on Case-based Reasoning and Self-Organizing Maps, while the empirical evaluation results are summarized in Section 4. Conclusion and future research directions are finally discussed in Section 5.

Development of a Window Program for Searching CpG Island (CpG Island 검색용 윈도우 프로그램 개발)

  • Kim, Ki-Bong
    • Journal of Life Science
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    • v.18 no.8
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    • pp.1132-1139
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    • 2008
  • A CpG island is a short stretch of DNA in which the frequency of the CG dinucleotide is higher than other regions. CpG islands are present in the promoters and exonic regions of approximately $30{\sim}60$% of mammalian genes so they are useful markers for genes in organisms containing 5-methylcytosine in their genomes. Recent evidence supports the notion that the hypermethylation of CpG island, by silencing tumor suppressor genes, plays a major causal role in cancer, which has been described in almost every tumor types. In this respect, CpG island search by computational methods is very helpful for cancer research and computational promoter and gene predictions. I therefore developed a window program (called CpGi) on the basis of CpG island criteria defined by D. Takai and P. A. Jones. The program 'CpGi' was implemented in Visual C++ 6.0 and can determine the locations of CpG islands using diverse parameters (%GC, Obs (CpG)/Exp (CpG), window size, step size, gap value, # of CpG, length) specified by user. The analysis result of CpGi provides a graphical map of CpG islands and G+C% plot, where more detailed information on CpG island can be obtained through pop-up window. Two human contigs, i.e. AP00524 (from chromosome 22) and NT_029490.3 (from chromosome 21), were used to compare the performance of CpGi and two other public programs for the accuracy of search results. The two other programs used in the performance comparison are Emboss-CpGPlot and CpG Island Searcher that are web-based public CpG island search programs. The comparison result showed that CpGi is on a level with or outperforms Emboss-CpGPlot and CpG Island Searcher. Having a simple and easy-to-use user interface, CpGi would be a very useful tool for genome analysis and CpG island research. To obtain a copy of CpGi for academic use only, contact corresponding author.

Assessment of Liquefaction Potential Using Correlation between Shear Wave Velocity and Normalized LPI on Urban Areas of Seoul and Gyeongju (정규화LPI와 전단파 속도의 상관관계를 활용한 서울과 경주 지역 액상화 위험도 평가)

  • Song, Young Woo;Chung, Choong Ki;Park, Ka Hyun;Kim, Min Gi
    • KSCE Journal of Civil and Environmental Engineering Research
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    • v.38 no.2
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    • pp.357-367
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    • 2018
  • Recent earthquakes in Gyeongju and Pohang have raised interest in liquefaction in South Korea. Liquefaction, which is a phenomenon that excessive pore pressure is generated and the shear strength of soil is decreased by repeated loads such as earthquakes, causes severe problems such as ground subsidence and overturning of structures. Therefore, it is necessary to identify and prepare for the possibility of liquefaction in advance. In general, the possibility of liquefaction is quantitatively assessed using the Liquefaction Potential Index (LPI), but it takes a lot of time and effort for performing site response analysis which is essential for the liquefaction evaluation. In this study, a simple method to evaluate the liquefaction potential without executing the site response analysis in a downtown area with a lot of borehole data was proposed. In this simple method, the correlation between the average shear wave velocity of the target location ground and the LPI divided by thickness of liquefiable layer was established. And the applicable correlation equation for various rock outcrop accelerations were derived. Using the 104 boreholes information in Seoul, the correlation equation between LPI and the shear wave velocity (ground water level: 0m, 1m, 2m, 3m) is obtained and the possibility of liquefaction occurrence in Seoul and Gyeongju is evaluated. The applicability of the proposed simple method was verified by comparing the LPI values calculated from the correlation equation and the LPI values derived using the existing site response analysis. Finally, the distribution map of LPI calculated from the correlation was drawn using Kriging, a geostatistical technique.

Control Policy for the Land Remote Sensing Industry (미국(美國)의 지상원격탐사(地上遠隔探査) 통제제탁(統制制度))

  • Suh, Young-Duk
    • The Korean Journal of Air & Space Law and Policy
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    • v.20 no.1
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    • pp.87-107
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    • 2005
  • Land Remote Sensing' is defined as the science (and to some extent, art) of acquiring information about the Earth's surface without actually being in contact with it. Narrowly speaking, this is done by sensing and recording reflected or emitted energy and processing, analyzing, and applying that information. Remote sensing technology was initially developed with certain purposes in mind ie. military and environmental observation. However, after 1970s, as these high-technologies were taught to private industries, remote sensing began to be more commercialized. Recently, we are witnessing a 0.61-meter high-resolution satellite image on a free market. While privatization of land remote sensing has enabled one to use this information for disaster prevention, map creation, resource exploration and more, it can also create serious threat to a sensed nation's national security, if such high resolution images fall into a hostile group ie. terrorists. The United States, a leading nation for land remote sensing technology, has been preparing and developing legislative control measures against the remote sensing industry, and has successfully created various policies to do so. Through the National Oceanic and Atmospheric Administration's authority under the Land Remote Sensing Policy Act, the US can restrict sensing and recording of resolution of 0.5 meter or better, and prohibit distributing/circulating any images for the first 24 hours. In 1994, Presidential Decision Directive 23 ordered a 'Shutter Control' policy that details heightened level of restriction from sensing to commercializing such sensitive data. The Directive 23 was even more strengthened in 2003 when the Congress passed US Commercial Remote Sensing Policy. These policies allow Secretary of Defense and Secretary of State to set up guidelines in authorizing land remote sensing, and to limit sensing and distributing satellite images in the name of the national security - US government can use the civilian remote sensing systems when needed for the national security purpose. The fact that the world's leading aerospace technology country acknowledged the magnitude of land remote sensing in the context of national security, and it has made and is making much effort to create necessary legislative measures to control the powerful technology gives much suggestions to our divided Korean peninsula. We, too, must continue working on the Korea National Space Development Act and laws to develop the necessary policies to ensure not only the development of space industry, but also to ensure the national security.

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Effect of Different Temperatures on the storability of Salsola komarovi Iljin and Suaeda maritima L. Dum. in MA Storage (저장온도가 MA 저장한 수송나물(Salsola komarovi Iljin)과 해홍나물(Suaeda maritima L. Dum.)의 MA저장성에 미치는 영향)

  • Yoo, Tae-Jong;Kim, Il-Seop;Kang, Wie-Soo;Kang, Ho-Min
    • Journal of Bio-Environment Control
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    • v.19 no.3
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    • pp.159-164
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    • 2010
  • This study was carried out to compare the storability of Salsola komarovi Iljin and Suaeda maritima L. Dum which stored at different storage temperatures in MA storage. These plants that had grown in greenhouse packed with $50\;{\mu}m$ ceramic film and then stored in $2^{\circ}C$, $10^{\circ}C$, and $25^{\circ}C$ temperature. The fresh weight loss both plants was less than 1% in all temperature treatments. The highest fresh weight loss showed at $25^{\circ}C$ among storage temperature treatments in Salsola komarovi Iljin between plants. The highest carbon dioxide contents in package showed at $25^{\circ}C$ among storage temperature treatments in Salsola komarovi Iljin between plants, and at $2^{\circ}C$ and $10^{\circ}C$ temperature treatments remained less than 1%. Oxygen contents in package both plants showed the highest level at $2^{\circ}C$ temperature treatment, but Salsola komarovi Iljin showed less oxygen contents than Suaeda maritima L. Dum. Although there was no significant difference ethylene contents in package between $2^{\circ}C$ and $10^{\circ}C$ temperature treatments, the higher showed in $10^{\circ}C$ than $2^{\circ}C$ temperature treatments. The ethylene contents in package both plants were roughly $20\;{\mu}L{\cdot}L^{-1}$ and the higher was in Suaeda maritima L. Dum than Salsola komarovi Iljin at $2^{\circ}C$. As increasing the storage temperature, the contents of carbon dioxide and ethylene in package also increased in both plants. The carbon dioxide and ethylene contents of Salsola komarovi Iljin showed a significant difference between $2^{\circ}C$ and $10^{\circ}C$ temperature treatments, but Suaeda maritima L. Dum did not show. The shelf life of Salsola komarovi Iljin based on visual quality was 14 days at $2^{\circ}C$ temperature treatment and 7.5 days at $10^{\circ}C$ temperature treatment. However, the shelf life of Suaeda maritima L. Dum did not show a significant difference between $2^{\circ}C$ temperature treatment that was 11 days, and $10^{\circ}C$ temperature treatment that was 9.5 days. Considering visual quality and gas contents in package, Suaeda maritima L. Dum might appear chilling injury at $2^{\circ}C$ temperature treatment.

Influence of Land Cover Map and Its Vegetation Emission Factor on Ozone Concentration Simulation (토지피복 지도와 식생 배출계수가 오존농도 모의에 미치는 영향)

  • Kyeongsu Kim;Seung-Jae Lee
    • Korean Journal of Agricultural and Forest Meteorology
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    • v.25 no.1
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    • pp.48-59
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    • 2023
  • Ground-level ozone affects human health and plant growth. Ozone is produced by chemical reactions between oxides of nitrogen (NOx) and volatile organic compounds (VOCs) from anthropogenic and biogenic sources. In this study, two different land cover and emission factor datasets were input to the MEGAN v2.1 emission model to examine how these parameters contribute to the biogenic emissions and ozone production. Four input sensitivity scenarios (A, B, C and D) were generated from land cover and vegetation emission factors combination. The effects of BVOCs emissions by scenario were also investigated. From air quality modeling result using CAMx, maximum 1 hour ozone concentrations were estimated 62 ppb, 60 ppb, 68 ppb, 65 ppb, 55 ppb for scenarios A, B, C, D and E, respectively. For maximum 8 hour ozone concentration, 57 ppb, 56 ppb, 63 ppb, 60 ppb, and 53 ppb were estimated by scenario. The minimum difference by land cover was up to 25 ppb and by emission factor that was up to 35 ppb. From the modeling performance evaluation using ground ozone measurement over the six regions (East Seoul, West Seoul, Incheon, Namyangju, Wonju, and Daegu), the model performed well in terms of the correlation coefficient (0.6 to 0.82). For the 4 urban regions (East Seoul, West Seoul, Incheon, and Namyangju), ozone simulations were not quite sensitive to the change of BVOC emissions. For rural regions (Wonju and Daegu) , however, BVOC emission affected ozone concentration much more than previously mentioned regions, especially in case of scenario C. This implies the importance of biogenic emissions on ozone production over the sub-urban to rural regions.

Perceptional Change of a New Product, DMB Phone

  • Kim, Ju-Young;Ko, Deok-Im
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.3
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    • pp.59-88
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    • 2008
  • Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

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