• Title/Summary/Keyword: life extending

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Racial Triangulation in Steph Cha's Your House Will Pay (스텝 차의 『너의 집이 대가를 치를 것이다』 에 나타난 인종 삼각구도)

  • Yim Jin-Hee
    • The Journal of the Convergence on Culture Technology
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    • v.9 no.2
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    • pp.19-27
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    • 2023
  • This paper is aimed at exploring a multi-racial, multi-ethnic, and multi-cultural trianglulation of Black, White, and Korean American race relations connected to a large-scale disturbance in the 1992 Los Angeles riots. The second generation Korean American Steph Cha's Your House Will Pay (2019) focuses on a social portrait of the racially marginalized beings as Korean immigrant merchants and African American native consumers. This family saga explores issues resulting from racial hierarchy, racialized stereotypes, and historical marginalization in the internalized sociometry of race and class inequality. This work grapples with issues involved in a sociocultural web of racial triangulation under the white dominant structure, and ensuing intergroup conflicts of social minorities in the economic geography of urban space. It opens up civil discussions for transracial, transethnic, and transcultural interactions and coexistence. It ultimately leads to extending young people's minds for a deep understanding of the socioecomonic landscape of racial matrix, and enhancing the cultural literacy for a better awareness of social empathy and the communal respect of life.

Contents and Sequences for Line Segments, Straight Lines, and Rays in Elementary Mathematics Curricula and Textbooks (선분, 직선, 반직선의 학습 내용과 학습 계열 분석)

  • Kim, Sangmee
    • Communications of Mathematical Education
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    • v.37 no.4
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    • pp.635-652
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    • 2023
  • This study conducts a comprehensive analysis of the curricular progression of the concepts and learning sequences of 'lines', specifically, 'line segments', 'straight lines', and 'rays', at the elementary school level. By examining mathematics curricula and textbooks, spanning from 2nd to 7th and 2007, 2009, 2015, and up to 2022 revised version, the study investigates the timing and methods of introducing these essential geometric concepts. It also explores the sequential delivery of instruction and the key focal points of pedagogy. Through the analysis of shifts in the timing and definitions, it becomes evident that these concepts of lines have predominantly been integrated as integral components of two-dimensional plane figures. This includes their role in defining the sides of polygons and the angles formed by lines. This perspective underscores the importance of providing ample opportunities for students to explore these basic geometric entities. Furthermore, the definitions of line segments, straight lines, and rays, their interrelations with points, and the relationships established between different types of lines significantly influence the development of these core concepts. Lastly, the study emphasizes the significance of introducing fundamental mathematical concepts, such as the notion of straight lines as the shortest distance in line segments and the concept of lines extending infinitely (infiniteness) in straight lines and rays. These ideas serve as foundational elements of mathematical thinking, emphasizing the necessity for students to grasp concretely these concepts through visualization and experiences in their daily surroundings. This progression aligns with a shift towards the comprehension of Euclidean geometry. This research suggests a comprehensive reassessment of how line concepts are introduced and taught, with a particular focus on connecting real-life exploratory experiences to the foundational principles of geometry, thereby enhancing the quality of mathematics education.

Fertility Status in Northeastern Alpine Soils of South Korea with Cultivation of Vegetable Crops (강원도 고랭지 채소 재배지의 토양 비옥도관리 현황과 전망)

  • Yang, Jae-E.;Cho, Byong-Ok;Shin, Young-Oh;Kim, Jeong-Je
    • Korean Journal of Soil Science and Fertilizer
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    • v.34 no.1
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    • pp.1-7
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    • 2001
  • Total upland area for cultivating the vegetable crops in the Alpine soils of Northeastern South Korea has been extending its limit to meet the increasing demand of vegetable food in recent decades. About 70% of these alpine soils are located in over 7% of the slope and most of vegetable crops have been cultivated intensively without practicing the best management systems. Thus, soil erosion and continuous cropping system have degenerated the soil fertility and shown detrimental effects on water quality. We initiated an intensive and extensive investigation to characterize the fertility problems encountered in these uplands. Objectives of this paper were to characterize the fertility status in the Alpine soils cultivated with vegetable crops for many years and to provide the recommendations for adequate soil management measures including fertilization and erosion control. Soils in general have good drainage with textural classes of loam or sandy loam. Their topographical characteristics tended to lead them to shallow plow layers, and the steepness of the terrain created erosion hazard. Of the soils examined, about 11% of uplands over 30% gradient was found in need of an urgent reforestation. A high content of gravel and firm hardness of soil attributed to inhibit the utilization of farm machinery and plant-root development. The average soil pH 5.6 was slightly low relative to pH 5.70 of the national average. Organic matter content was high compared with 2.0% of national average, but decreased with the prolonged cultivation periods. Available $P_2O_5$ concentration was unusually high due to the consequence of over dose application with chemical and organic fertilizers. Exchangeable cations as Ca, Mg, and K were appeared to be decreased in these regions with prolonging the cultivation periods. There were no significant differences in cation exchange capacity (CEC) and electrical conductivity (EC) among locations. Heavy metal contents were mostly lower than the threshold of danger level designated by Soil Environment Conservation Law of South Korea. Results indicated that a proper countermeasure and the best management practice should be immediately implemented to conserve the top soil and fertility in the Alpine regions.

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Effect of Cordyceps ochraceostromat, Silkworm Cocoon, and Conjugated Linoleic Acid (CLA) on the Quality Characteristics of Pork Sausage Manufactured with Protein Recovered from Breast of Spent Laying Hen (폐계가슴살 회수단백질을 활용한 돈육소시지의 품질 특성에 영향하는 동충하초, 누에고치 및 Conjugated Linoleic Acid (CLA) 첨가 효과)

  • Jin, Sang-Keun;Kim, Il-Suk;Kang, Suk-Nam;Choi, Seung-Yun;Hur, In-Chul;Lee, Jung-Guen;Yang, Han-Sul
    • Journal of Animal Science and Technology
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    • v.52 no.2
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    • pp.131-140
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    • 2010
  • This study was conducted to investigate the effects of Cordyceps ochraceostromat, silkworm cocoon, and conjugated linoleic acid (CLA) on the quality and storage properties of pork sausage manufactured with protein recovered from breast of spent laying hen during 4 wks of storage at $4^{\circ}C$. Pork sausages were prepared using 100% ham (control) and 40% recovered protein from breast of spent laying hen to replace pork (T1), and with added different sources to final concentrations of 0.1% Cordyceps ochraceostromat powder (T2), 0.1% silkworm cocoon powder (T3), 0.1% CLA (T4), 0.05% Cordyceps ochraceostromat + 0.05% silkworm cocoon (T5), 0.05% Cordyceps ochraceostromat + 0.05% CLA (T6), and 0.05% silkworm cocoon + 0.05% CLA (T7). The treatments T5 and T7 had higher (p<0.05) protein content than control, but control had lower fat content than other samples during 4 wks of storage at $4^{\circ}C$. Lightness was significantly lower in the treatment samples than control. However, there was no significant difference in water holding capacity between the sausage samples, whereas, cohesiveness and chewiness were significantly higher (p<0.05) in the control than other treatments. All sausage samples showed a significant increase in volatile basic nitrogen (VBN) and total plate counts with extending storage time (p<0.05), and VBN values of treatments were lower than the control. However, the treatment samples showed a significant decrease (p<0.05) in thiobarbituric acid reactive substances over the increasing storage time. Therefore, our results suggested that the 40% recovered protein to replace pork and with added different sources decreased lipid oxidation and protein denaturation of pork sausages, thereby enhancing self-life, compared to normal pork sausage (control).

Differential Cytotoxicity of Penta-O-galloyl-β-D-glucose in Human Cancer and Normal Cell Lines of Various Origins (사람의 다양한 조직에서 기원하는 암세포 및 정상세포에 대한 penta-O-galloyl-β-D-glucose의 세포독성 효과)

  • Lee, Hyeon-Jeong;Kim, Min-Gyeong;Lee, Song-Yeong;Song, Min-Hyock;Kim, Yoon-Dong;Ha, Jeong-Sook;Jeong, Gie-Joon;Rho, Gyu-Jin;Jeon, Byeong-Gyun
    • Journal of Life Science
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    • v.26 no.11
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    • pp.1320-1329
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    • 2016
  • The present study examined the cytotoxic effects of 1, 2, 3, 4, 6-penta-O-galloyl-${\beta}$-D-glucose (PGG), known as the pentahydroxy gallic acid ester of glucose, in the various human cancer cell lines (A-549, MDA-MB-231, U87-MG, MCF-7 and PANC-1), normal MRC-5 fetal fibroblasts, and dental papilla tissue- derived mesenchymal stem cells (DPSCs). Significantly (p<0.05) lower half maximal inhibitory concentration ($IC_{50}$) values were observed in the A-549 and MDA-MB-231 cells showing a high proliferation capacity, compared with other cancer and normal cell lines with a relatively low proliferation capacity. The population doubling time (PDT) was significantly (p<0.05) higher in the $10{\mu}M$ PGG-treated cell lines than those of untreated control cell lines. The present study demonstrated that the $IC_{50}$ value increases proportionally to the extending PDT. A high cell number with senescence-associated ${\beta}-galactosidase$ activity was also observed in the $10{\mu}M$ PGG-treated cells compared with those of untreated control cells. Moreover, the level of telomerase activity was significantly (p<0.05) decreased with $10{\mu}M$ PGG treatment, especially in A-549 and MDA-MB-231 cells showing a high proliferation capacity. Based on these observations, PGG could serve as a potent agent for cancer chemotherapy, as its treatment was more effective in cells with a high proliferation capacity.

Separation of Wood Components by Acetone (아세톤에 의한 목재 조성분의 분리)

  • Song, Byung-Hee;Ahn, Byoung-Jun;Paik, Ki-Hyon
    • Journal of the Korean Wood Science and Technology
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    • v.38 no.3
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    • pp.230-241
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    • 2010
  • The purpose of this study was to seek the optimum condition for effective separation of the chemical constituents of wood biomass by means of hydrolysis of acetone solution in presence of acid salt as a catalyst. Out of diverse acid salts the catalytic effect of aluminum sulfate ($Al_2(SO_4)_3$) was the most excellent during the hydrolysis of wood biomass in the acetone solution and the optimum concentration was 0.01 M (6.3 wt%). In the condition of mixture ratio of acetone and water to 9 : 1 as well as optimum concentration of aluminum sulfate two wood biomass species, oak wood (Quercus mongolica Fischer) and Pine wood (Pinus densiflora Sieb. et Zucc.), was hydrolyzed for 45 minutes at $200^{\circ}C$ and the degree of hydrolysis was determined to 92.7% and 92.4%, respectively. Extending the reaction time to 60 minutes in the mixture ratio of acetone and water to 8 : 2 the degree of hydrolysis of oak wood was also ca. 92.7%. In the case of Pinus, however, the similar hydrolysis ratio was obtained at $210^{\circ}C$. As the temperature and hydrolysis time increased, the quantitative amount of lignin recovered from the hydrolysate clearly increased, whereas the total amount of carbohydrates in the hydrolysate decreased rapidly. Considering the recoverable amount of lignin and carbohydrate in the hydrolysate, the best condition for the hydrolysis of wood biomasses were confirmed to the mixture ratio of acetone and water to 8 : 2, the concentration of aluminum sulfate of 6.3 wt%, hydrolysis temperature of $190^{\circ}C$ for 60 minutes. In this condition the total amounts of carbohydrate in the hydrolysates of oak wood and pine wood were estimated to 47.6% and 51.4%, respectively. The amount of lignin recovered from the hydrolysates were ca. 18.2% for oak wood and 13.7% for pine wood.

Changes of the Fruit Quality According to Temperature Environment and Marketing Period during Simulated Exportation in 'Whasan' Pears ('화산' 배 모의수출 기간 중 온도환경 및 유통기간에 따른 품질변화)

  • Kim, Jin-Gook;Oh, Kyoung-Young;Lee, Ug-Yong;Ma, Kyeong-Bok;Hwang, Yong-Soo;Choi, Jong-Myung;Chun, Jong-Pil
    • Journal of Bio-Environment Control
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    • v.20 no.4
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    • pp.399-405
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    • 2011
  • In this study, we evaluated the fruit quality indices and the incidence of physiological disorders of Korean new pear cultivar 'Whasan' to determine appropriate harvest time for exportation and to enhance storability and shelf-life of the fruits during simulated exportation and extending market environment under different temperature conditions. In the experiment of simulated exportation headed for North America including Canada and U.S.A., the fruits transported at $1^{\circ}C$ showed less weight loss than those of $5^{\circ}C$. Market temperature appeared as a key factor for keeping freshness of exported pear fruits rather than transportation temperature. Quality factors such as high flesh firmness and low incidence of fruit rot and physiological disorders including core breakdown and pithiness were attained at the fruits maintained at $18^{\circ}C$ when we compared with $25^{\circ}C$. The fruits of harvested early maturity at 135 day after full bloom showed 28.6 N of flesh firmness when the fruits stored at $1^{\circ}C$ of transportation and $18^{\circ}C$ of market temperature, while the fruits progressed $5^{\circ}C$ of transportation and $25^{\circ}C$ of market temperature dropped to 24.2 N during 30 days of shelf life. Also, a high incidences of physiological disorders and of fruit decay rates were obvious in the fruits distributed at $25^{\circ}C$ were observed approximately two times higher than the those of $18^{\circ}C$. Therefore, temperature management during marketing resulted as an important point for maintaining fruits quality in the process of pear fruit exportation.

Physiological Characteristics of Medicinal Plant Extracts for Use as Functional Materials in Seasoning Sauce for Pork Meat (돈육양념소스 소재 개발을 위한 한약재 추출물의 생리활성)

  • Lee, Shin-Ho;Kang, Kyung-Myung;Park, Hyo-Jin;Baek, Lag-Min
    • Korean Journal of Food Science and Technology
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    • v.41 no.1
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    • pp.100-105
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    • 2009
  • This study investigated the physiological characteristics of various medicinal plant extracts including Crataegi Fructus (CF), Perilla frutescens Britton var. acuta Kudo (PF), Geranium thunbergii sieb. et Zucc. (GT) and Polygonum multiflorum Thunberg (PM) for use in extending the shelf-life and improving the functional properties of seasoned pork. CF and GT showed a wide spectrum of antimicrobial activities against 5 kinds of Gram (+) bacteria and 5 kinds of Gram (-) bacteria. The antimicrobial activities of the extracts decreased as the heat treatment temperature increased between 60 and $121^{\circ}C$, but their activities remained relatively high following heat treatment. The total phenolic compound contents of the CF, PF, GT, PM extracts were 66.2, 29.0, 96.6 and 13.3 mg/g, respectively. The order of their DPPH radical scavenging activity was GT > CF > PF > PF. The nitrite scavenging activities of the CF, PF and GT extracts at 0.1% concentration were 10.5, 1.6 and 3.8%, respectively. The GT extract (99.7%) showed the highest degree of lipid rancidity inhibition compared to CF (90.3%), PF (88.9%) and PM (41.2%). After heat treatment for 15 min at $121^{\circ}C$, the DPPH radical scavenging activity of CF decreased but it increased in GT and PM. The nitrite scavenging activities of CF and GT decreased after heat treatment for 15 min at $121^{\circ}C$ but remained at relatively high levels. Also, degrees of lipid rancidity inhibition remained relatively high in PF (86.3%) and GT (99.8%) after heat treatment for 15 min at $121^{\circ}C$. These results suggest that CF and GT extracts could be used as ingredients in seasoning sauce to improve the shelf-life and functional properties of seasoned pork.

A Study on the Brand Characteristics According to Trends in the Children's Apparel Market

  • Han, Gyung-Hee
    • Journal of Fashion Business
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    • v.9 no.6
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    • pp.160-174
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    • 2005
  • Despite the decrease in the number of children due to low birth rate, the domestic children's apparel market has been achieving steady growth as family income is rising thanks to more opportunities for working women, parents spend more on their children, and they prefer brand products that make their children look special. In addition, the market is suffering from hard competition as large enterprises have joined the race. The present study purposed to survey the children's apparel market in Korea, which is in a transitional period, and to contribute to the development of the market with Korean brands. For this purpose, we analyzed the characteristics of children's apparel brands in the 21st century based on the current state of the domestic children's apparel market and, based on the findings, forecasted the future trend of children's apparel brands, suggested improvements for expected problems, proposed standards for coping with changes such as diversification, high quality and differentiation in the children's apparel market, and provided consumers with information on how to purchase products. According to the result of analyzing the characteristics of children's apparel brands in the 21st century, brands are categorized largely into four types - life cultural brands, functional product brands, character brands and brands advancing to China. Life cultural brands equipped with all necessities for children are expanding, and with the deepening social problems of environmental pollution and the reduction of the child population, functional products made of environment-friendly materials are spreading widely, targeting infants and children. Furthermore, for extending age targets and diversifying products, children's apparel is using characters. The use of characters is expected to have a considerable effect on the growth of brands because children are more subjective as consumers than before and they are more easily persuaded with characters. Domestic children's apparel brands advancing to China have a high expectation of success in overcoming the limitation of the local market that has reached its peak and growing into global brands. Korean apparel makers are struggling to overcome the depressed domestic market, to recover consumers' consumption, to cope with market opening, to pursue high value of sensibility and to expand the seniors' market, etc. In this situation, future trends of children's apparel brands will be the expansion of family brands, brand totalization, quality price, niche market (pre-teen market), etc. In response to these trends, we made the following suggestions for improvement. 1. Children's apparel brands are evolving into family brands as well as into total brands through voluming. Today, however, apparel makers are advancing to the children's apparel market with the concept of adults' apparel and, as a result, children's apparel is merely adults' apparel of reduced size, having problems in design, color and materials. Thus, apparel makers must develop design considering the wide range of size and the characteristics of children's apparel, strengthen sourcing abilities to create revenues, and make thorough survey of customers to find common denominators between adults' apparel and children's apparel considering that characteristic that the target class is different from the buyer class. Furthermore, they must make active investments in human resources, develop outstanding products through advanced planning and design, and support marketing techniques and management systems to stores. 2. As the declining birth rate will continue to have a negative effect on the market, it may be difficult to expand the market size but there is still a margin for growth through high-sensibility and high-quality products. The competitiveness of brands is determined by their market shares. Accordingly, concepts should be specialized according to lifestyle, customers' diverse needs should be satisfied, and cross-coordination should be achieved within a brand. 3. Considering Korean parents who do not spare investment in their children despite shrinking consumption, functional products must be high value-added goods that can enhance efficiency. However, in the current situation of the infants' apparel industry where a textile manufacturer supply its products to multiple brands, it is difficult to develop unique products only based on materials. Thus, it is considered urgent to appeal to consumers not by relying on materials only but by finding methods of applying their own characters to children's dress.

A Study on Perceived Quality affecting the Service Personal Value in the On-off line Channel - Focusing on the moderate effect of the need for cognition - (온.오프라인 채널에서 지각된 품질이 서비스의 개인가치에 미치는 영향에 관한 연구 -인지욕구의 조정효과를 중심으로-)

  • Sung, Hyung-Suk
    • Journal of Distribution Research
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    • v.15 no.3
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    • pp.111-137
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    • 2010
  • The basic purpose of this study is to investigate perceived quality and service personal value affecting the result of long-term relationship between service buyers and suppliers. This research presented a constructive model(perceived quality affecting the service personal value and the moderate effect of NFC) in the on off line and then propose the research model base on prior researches and studies about relationships among components of service. Data were gathered from respondents who visit at the education service market. For this study, Data were analyzed by AMOS 7.0. We integrate the literature on services marketing with researches on personal values and perceived quality. The SERPVAL scale presented here allows for the creation of a common ground for assessing service personal values, giving a clear understanding of the key value dimensions behind service choice and usage. It will lead to a focus of future research in services marketing, extending knowledge in the field and stimulating further empirical research on service personal values. At the managerial level, as a tool the SERPVAL scale should allow practitioners to evaluate and improve the value of a service, and consequently, to define strategies and actions to address services for customers based on their fundamental personal values. Through qualitative and empirical research, we find that the service quality construct conforms to the structure of a second-order factor model that ties service quality perceptions to distinct and actionable dimensions: outcome, interaction, and environmental quality. In turn, each has two subdimensions that define the basis of service quality perceptions. The authors further suggest that for each of these subdimensions to contribute to improved service quality perceptions, the quality received by consumers must be perceived to be reliable, responsive, and empathetic. Although the service personal value may be found in researches that explore individual values and their consequences for consumer behavior, there is no established operationalization of a SERPVAL scale. The inexistence of an established scale, duly adapted in order to understand and analyze personal values behind services usage, exposes the need of a measurement scale with such a purpose. This need has to be rooted, however, in a conceptualization of the construct being scaled. Service personal values can be defined as a customer's overall assessment of the use of a service based on the perception of what is achieved in terms of his own personal values. As consumer behaviors serve to show an individual's values, the use of a service can also be a way to fulfill and demonstrate consumers'personal values. In this sense, a service can provide more to the customer than its concrete and abstract attributes at both the attribute and the quality levels, and more than its functional consequences at the value level. Both values and services literatures agree, that personal value is the highest-level concept, followed by instrumental values, attitudes and finally by product attributes. Purchasing behaviors are agreed to be the end result of these concepts' interaction, with personal values taking a major role in the final decision process. From both consumers' and practitioners' perspectives, values are extremely relevant, as they are desirable goals that serve as guiding principles in people's lives. While building on previous research, we propose to assess service personal values through three broad groups of individual dimensions; at the self-oriented level, we use (1) service value to peaceful life (SVPL) and, at the social-oriented level, we use (2) service value to social recognition (SVSR), and (3) service value to social integration (SVSI). Service value to peaceful life is our first dimension. This dimension emerged as a combination of values coming from the RVS scale, a scale built specifically to assess general individual values. If a service promotes a pleasurable life, brings or improves tranquility, safety and harmony, then its user recognizes the value of this service. Generally, this service can improve the user's pleasure of life, since it protects or defends the consumer from threats to life or pressures on it. While building upon both the LOV scale, a scale built specifically to assess consumer values, and the RVS scale for individual values, we develop the other two dimensions: SVSR and SVSI. The roles of social recognition and social integration to improve service personal value have been seriously neglected. Social recognition derives its outcome utility from its predictive utility. When applying this underlying belief to our second dimension, SVSR, we assume that people use a service while taking into consideration the content of what is delivered. Individuals consider whether the service aids in gaining respect from others, social recognition and status, as well as whether it allows achieving a more fulfilled and stimulating life, which might then be revealed to others. People also tend to engage in behavior that receives social recognition and to avoid behavior that leads to social disapproval, and this contributes to an individual's social integration. This leads us to the third dimension, SVSI, which is based on the fact that if the consumer perceives that a service strengthens friendships, provides the possibility of becoming more integrated in the group, or promotes better relationships at the social, professional or family levels, then the service will contribute to social integration, and naturally the individual will recognize personal value in the service. Most of the research in business values deals with individual values. However, to our knowledge, no study has dealt with assessing overall personal values as well as their dimensions in a service context. Our final results show that the scales adapted from the Schwartz list were excluded. A possible explanation is that although Schwartz builds on Rokeach work in order to explore individual values, its dimensions might be especially focused on analyzing societal values. As we are looking for individual dimensions, this might explain why the values inspired by the Schwartz list were excluded from the model. The hierarchical structure of the final scale presented in this paper also presents theoretical implications. Although we cannot claim to definitively capture the dimensions of service personal values, we believe that we come close to capturing these overall evaluations because the second-order factor extracts the underlying commonality among dimensions. In addition to obtaining respondents' evaluations of the dimensions, the second-order factor model captures the common variance among these dimensions, reflecting the respondents' overall assessment of service personal values. Towards this fact, we expect that the service personal values conceptualization and measurement scale presented here contributes to both business values literature and the service marketing field, allowing for the delineation of strategies for adding value to services. This new scale also presents managerial implications. The SERPVAL dimensions give some guidance on how to better pursue a highly service-oriented business strategy. Indeed, the SERPVAL scale can be used for benchmarking purposes, as this scale can be used to identify whether or not a firms' marketing strategies are consistent with consumers' expectations. Managerial assessment of the personal values of a service might be extremely important because it allows managers to better understand what customers want or value. Thus, this scale allows us to identify what services are really valuable to the final consumer; providing knowledge for making choices regarding which services to include. Traditional approaches have focused their attention on service attributes (as quality) and service consequences(as service value), but personal values may be an important set of variables to be considered in understanding what attracts consumers to a certain service. By using the SERPVAL scale to assess the personal values associated with a services usage, managers may better understand the reasons behind services' usage, so that they may handle them more efficiently. While testing nomological validity, our empirical findings demonstrate that the three SERPVAL dimensions are positively and significantly associated with satisfaction. Additionally, while service value to social integration is related only with loyalty, service value to peaceful life is associated with both loyalty and repurchase intent. It is also interesting and surprising that service value to social recognition appears not to be significantly linked with loyalty and repurchase intent. A possible explanation is that no mobile service provider has yet emerged in the market as a luxury provider. All of the Portuguese providers are still trying to capture market share by means of low-end pricing. This research has implications for consumers as well. As more companies seek to build relationships with their customers, consumers are easily able to examine whether these relationships provide real value or not to their own lives. The selection of a strategy for a particular service depends on its customers' personal values. Being highly customer-oriented means having a strong commitment to customers, trying to create customer value and understanding customer needs. Enhancing service distinctiveness in order to provide a peaceful life, increase social recognition and gain a better social integration are all possible strategies that companies may pursue, but the one to pursue depends on the outstanding personal values held by the service customers. Data were gathered from 284 respondents in the korean discount store and online shopping mall market. This research proposed 3 hypotheses on 6 latent variables and tested through structural equation modeling. 6 alternative measurements were compared through statistical significance test of the 6 paths of research model and the overall fitting level of structural equation model. and the result was successful. and Perceived quality more positively influences service personal value when NFC is high than when no NFC is low in the off-line market. The results of the study indicate that service quality is properly modeled as an antecedent of service personal value. We consider the research and managerial implications of the study and its limitations. In sum, by knowing the dimensions a consumer takes into account when choosing a service, a better understanding of purchasing behaviors may be realized, guiding managers toward customers expectations. By defining strategies and actions that address potential problems with the service personal values, managers might ultimately influence their firm's performance. we expect to contribute to both business values and service marketing literatures through the development of the service personal value. At a time when marketing researchers are challenged to provide research with practical implications, it is also believed that this framework may be used by managers to pursue service-oriented business strategies while taking into consideration what customers value.

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