• 마케팅과학연구
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• 제18권3호
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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.

• 유통과학연구
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• 제8권3호
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• pp.49-56
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• 2010

At the initial stage of Internet advertising, banner advertising came into fashion. As the Internet developed into a central part of daily lives and the competition in the on-line advertising market was getting fierce, there was not enough space for banner advertising, which rushed to portal sites only. All these factors was responsible for an upsurge in advertising prices. Consequently, the high-cost and low-efficiency problems with banner advertising were raised, which led to an emergence of keyword advertising as a new type of Internet advertising to replace its predecessor. In the beginning of 2000s, when Internet advertising came to be activated, display advertisement including banner advertising dominated the Net. However, display advertising showed signs of gradual decline, and registered minus growth in the year 2009, whereas keyword advertising showed rapid growth and started to outdo display advertising as of the year 2005. Keyword advertising refers to the advertising technique that exposes relevant advertisements on the top of research sites when one searches for a keyword. Instead of exposing advertisements to unspecified individuals like banner advertising, keyword advertising, or targeted advertising technique, shows advertisements only when customers search for a desired keyword so that only highly prospective customers are given a chance to see them. In this context, it is also referred to as search advertising. It is regarded as more aggressive advertising with a high hit rate than previous advertising in that, instead of the seller discovering customers and running an advertisement for them like TV, radios or banner advertising, it exposes advertisements to visiting customers. Keyword advertising makes it possible for a company to seek publicity on line simply by making use of a single word and to achieve a maximum of efficiency at a minimum cost. The strong point of keyword advertising is that customers are allowed to directly contact the products in question through its more efficient advertising when compared to the advertisements of mass media such as TV and radio, etc. The weak point of keyword advertising is that a company should have its advertisement registered on each and every portal site and finds it hard to exercise substantial supervision over its advertisement, there being a possibility of its advertising expenses exceeding its profits. Keyword advertising severs as the most appropriate methods of advertising for the sales and publicity of small and medium enterprises which are in need of a maximum of advertising effect at a low advertising cost. At present, keyword advertising is divided into CPC advertising and CPM advertising. The former is known as the most efficient technique, which is also referred to as advertising based on the meter rate system; A company is supposed to pay for the number of clicks on a searched keyword which users have searched. This is representatively adopted by Overture, Google's Adwords, Naver's Clickchoice, and Daum's Clicks, etc. CPM advertising is dependent upon the flat rate payment system, making a company pay for its advertisement on the basis of the number of exposure, not on the basis of the number of clicks. This method fixes a price for advertisement on the basis of 1,000-time exposure, and is mainly adopted by Naver's Timechoice, Daum's Speciallink, and Nate's Speedup, etc, At present, the CPC method is most frequently adopted. The weak point of the CPC method is that advertising cost can rise through constant clicks from the same IP. If a company makes good use of strategies for maximizing the strong points of keyword advertising and complementing its weak points, it is highly likely to turn its visitors into prospective customers. Accordingly, an advertiser should make an analysis of customers' behavior and approach them in a variety of ways, trying hard to find out what they want. With this in mind, her or she has to put multiple keywords into use when running for ads. When he or she first runs an ad, he or she should first give priority to which keyword to select. The advertiser should consider how many individuals using a search engine will click the keyword in question and how much money he or she has to pay for the advertisement. As the popular keywords that the users of search engines are frequently using are expensive in terms of a unit cost per click, the advertisers without much money for advertising at the initial phrase should pay attention to detailed keywords suitable to their budget. Detailed keywords are also referred to as peripheral keywords or extension keywords, which can be called a combination of major keywords. Most keywords are in the form of texts. The biggest strong point of text-based advertising is that it looks like search results, causing little antipathy to it. But it fails to attract much attention because of the fact that most keyword advertising is in the form of texts. Image-embedded advertising is easy to notice due to images, but it is exposed on the lower part of a web page and regarded as an advertisement, which leads to a low click through rate. However, its strong point is that its prices are lower than those of text-based advertising. If a company owns a logo or a product that is easy enough for people to recognize, the company is well advised to make good use of image-embedded advertising so as to attract Internet users' attention. Advertisers should make an analysis of their logos and examine customers' responses based on the events of sites in question and the composition of products as a vehicle for monitoring their behavior in detail. Besides, keyword advertising allows them to analyze the advertising effects of exposed keywords through the analysis of logos. The logo analysis refers to a close analysis of the current situation of a site by making an analysis of information about visitors on the basis of the analysis of the number of visitors and page view, and that of cookie values. It is in the log files generated through each Web server that a user's IP, used pages, the time when he or she uses it, and cookie values are stored. The log files contain a huge amount of data. As it is almost impossible to make a direct analysis of these log files, one is supposed to make an analysis of them by using solutions for a log analysis. The generic information that can be extracted from tools for each logo analysis includes the number of viewing the total pages, the number of average page view per day, the number of basic page view, the number of page view per visit, the total number of hits, the number of average hits per day, the number of hits per visit, the number of visits, the number of average visits per day, the net number of visitors, average visitors per day, one-time visitors, visitors who have come more than twice, and average using hours, etc. These sites are deemed to be useful for utilizing data for the analysis of the situation and current status of rival companies as well as benchmarking. As keyword advertising exposes advertisements exclusively on search-result pages, competition among advertisers attempting to preoccupy popular keywords is very fierce. Some portal sites keep on giving priority to the existing advertisers, whereas others provide chances to purchase keywords in question to all the advertisers after the advertising contract is over. If an advertiser tries to rely on keywords sensitive to seasons and timeliness in case of sites providing priority to the established advertisers, he or she may as well make a purchase of a vacant place for advertising lest he or she should miss appropriate timing for advertising. However, Naver doesn't provide priority to the existing advertisers as far as all the keyword advertisements are concerned. In this case, one can preoccupy keywords if he or she enters into a contract after confirming the contract period for advertising. This study is designed to take a look at marketing for keyword advertising and to present effective strategies for keyword advertising marketing. At present, the Korean CPC advertising market is virtually monopolized by Overture. Its strong points are that Overture is based on the CPC charging model and that advertisements are registered on the top of the most representative portal sites in Korea. These advantages serve as the most appropriate medium for small and medium enterprises to use. However, the CPC method of Overture has its weak points, too. That is, the CPC method is not the only perfect advertising model among the search advertisements in the on-line market. So it is absolutely necessary that small and medium enterprises including independent shopping malls should complement the weaknesses of the CPC method and make good use of strategies for maximizing its strengths so as to increase their sales and to create a point of contact with customers.

• 마케팅과학연구
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• 제19권2호
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• pp.68-79
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• 2009

The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.

• 한국전통조경학회지
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• 제32권4호
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• pp.24-36
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• 2014

동악산 청류구곡 일원은 아름다운 계류를 따라 와폭(臥瀑)과 담(潭), 소(沼), 대(臺) 등의 암반경관과 성리문화의 전형으로 향유되어온 구곡문화가 실증적으로 대입된 사례로, 1872년 곡성현 지방도에서 "삼남제일암반계류 청류동(三南第一巖盤溪流 淸流洞)"으로 명기된 바와 같이 풍치가 탁월한 승경처임을 보여준다. 경물(景物)과 경구(警句)가 육로와 수로에 쌍으로 설정되어 차별성을 갖는 청류구곡은 일제강점기인 1916년 이전, 정순태와 조병순의 주도로 설정된 것으로 판단되지만 성리학자들은 물론 불교지도자, 독립운동가 등 선현들의 장구처 등이 다수 발견되는 것으로 볼 때 오래전부터 명인(名人)들의 산수탐방과 은일처로 활용된 것으로 추정된다. 도림사계곡의 기반암 암상에 구성된 청류구곡은 산지형 하천으로 총 길이 약 1.2km, 평균 곡거리 149m로 국내 여타 구곡에 비해 짧은 것으로 나타났다. 전남지역에서 유일하게 확증된 동악산 3개 구곡의 바위글씨는 총 165건으로 국내에서 가장 많은 바위글씨의 집결지로 판단된다. 특히 112개소로 집계된 청류구곡 바위글씨의 내용 분석결과, '수신(修身)'의 의미가 49점(43.8%)으로 가장 많았으며 다음으로 '인명' 21건(18.8%), '경물' 16건(14.2%), 장구처 등 장구지소' 12건(10.6%) 등이었고 '시구(詩句)'가 차지하는 비율은 6건(3.6%)으로 나타났다. 육로상의 제1곡 쇄연문과 수로상의 제9곡 제시인간별유천(除是人間別有天)은 박세화(朴世和)가 충북 제천에 설정한 용하구곡(用夏九曲)의 제1곡 홍단연쇄(虹斷烟鎖) 및 제9곡 제시인간별유천과 일치하는 것으로 동일한 시원(始原)을 갖는 구곡명으로 유추된다. 또한 육로상 제6곡 대은병(大隱屛)은 주자 무이구곡의 제7곡과 일치하는 것으로 구곡원림의 거점으로 인식되며, 7곡과 8곡 사이의 '암서재(巖棲齋)'와 '포경재(抱經齋)' 바위글씨와 석축 흔적 등은 무이구곡 은병봉 아래 무이정사와 비견되는 것으로, 기호사림의 청류동 활동거점으로 파악된다. 선사어제(鮮史御帝), 보가효우(保家孝友, 고종), 사무사(思無邪, 명나라 의종), 백세청풍(百世淸風, 주자), 청류수석 동악풍경(흥선 대원군) 등 명인들의 명구들이 망라된 동악산 구곡은 높은 유가미학적 가치를 표출함은 물론 의미론적 상징문화경관의 보고라 할 수 있다. 아울러 청류구곡은 수심양성을 위한 유가적 가치체계와 불교 및 도교적 관념 등이 공존하는 유불선(儒彿仙) 3교 문화경관의 결집체로 특성이 부각된다. 청류구곡은 최익현(崔益鉉), 전우(田愚), 기우만(奇宇萬), 송병선(宋秉璿), 황현(黃玹) 등으로 대변되는 조선 후기 사림계층이 성리학의 도통의식을 계승하고 '위정척사'와 '존왕양이(尊王攘夷)', '항일의지 고취' 등의 수단으로 설정되고 활용하는 과정에서 배태(胚胎)된 항일 역사문화 항쟁의 거점으로서 장소성과 의미론적 특성에 충일하다.

• 한국초지조사료학회지
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• 제25권1호
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• pp.71-82
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• 2005

Khori(高麗) refers to the Chaabog(reindeer) that live on lichens(蘚) on Mt. Soyon(鮮) in which pastures are the cold and dry plateau of North Eurasia. Thus, the origin region of the Khori or Koguryo that are the ancestors of the reindeer-herding pastoral nomads(馴鹿 遊牧民) can be said to be the Steppe-Taiga-Tundra pastoral areas of North Eurasia and North America. When the pastoral nomads moved on to the great mountain(大山) zone of the Jangbaek(長白) to the Baekdu(白頭) Mountains, they could have been in contact with pastoral farmers or agricultural farmers living there and they became the farmers remaining on agricultural farms. They were the Koryo people, the ancestors of Korea. Staying in one place, they gradually forgot the origin of their reindeer-herding pastoral nomadic history in the Northwest area of Mt. Soyon, the small mountain(小山) zone of the Steppe-Taiga-Tundra pastoral areas. In other words, they lost their identity as reindeer-herding pastoral nomads when they entered the agricultural area after leaving the pastoral area. However, since their basic genes had already formed when they lived on the cold and dry plateau of North Eurasia, it is possible to study their pastoral nomadic history focusing on 'the minority living in the broad area(廣域少數)', by utilizing highly advanced biotechnological science and focusing on genes and information technology innovation, and removing various past hindrances in research. Therefore, it is not so difficult to restore the reindeerherding pastoral nomadic history of the Koguryo(高句麗) people and secure their pastoral nomadic identity, of which the first steps have already been taken into their historical stages. The Eurasian continent and the Korean peninsula, especially the cold and dry plateau of North Eurasia and the Korean peninsula have been closely related to each other ecologically and historically. They can never be a separate space at all. The Eurasian continent lies horizontally east to west and thus, the continent forms an isothermal zone. Also, since the time of producing their own foods, it was relatively easy for people with their technology to move to other places owing to the pastoral nomadic characteristic of mobility. Unlike the Chungyen(中原) region, western Asia and the regions covering the Siberia-Manchu-Korean peninsula where food production revolution was first made were connected to the Mongolian lichens route(蘚苔之路: Ni, ukinii jam) and steppe roads. Although the ecological conditions of nature have changed a bit throughout a long history, it was natural for the many tribes in North Asia living on the largest Steppe-Taiga-Tundra area in the world to have believed 'the legends related to animals in relation to their founders and ancestors(獸祖傳說)'. Assuming that Siberian tigers and the tigers living on Mt. Baekdu were connected ecologically and genetically because of the ecological characteristics of the animals, and their migration from plateau to plateau, we would suspect that the Chosun(朝鮮) tribe living on Mt. Baekdu were ethnically and culturally more closely connected to the farther removed Ural-Altai tribes that lived on the cold and dry plateau region than to the Han(i14;) tribe who lived in Chungyen(中原) that was close to Mt. Baekdu. More evidence is the structure of the Korean language which has the form of 'Subject + Object + Verb', which is assumed to have originated from the speedy lifestyle of the reindeer-herding pastoral nomads. The structure is quite different from that of the Han(漢) language, which is based on agricultural life. Also, it is natural for reindeer riding reindeerherding pastoral nomads or horse-riding sheep-herding pastoral nomads(騎馬, 羊遊牧民) to have held military and political power over the region and eventually to have established an ancient pastoral nomadic empire in the process of their conquest of agricultural regions. The stages for founding global empires in the history of mankind maybe largely divided into two, in terms of ecological conditions and occupations. They are the steppes and the oceans. Of course, the steppe-based empires were established based on the skills to deal with horses and the ability to shoot arrows while riding horses, along with the use of iron ware in the 8th century BC. The steppe-based empires became the foundation for an oceanic empire, which could have been established by the use of warships and warship guns since the 15th Century. Based on those facts, we know that Chosun, Puyo(夫餘), and Koguryo are the products of a developmental process of pastoral nomadic empires on the steppes. Maybe we can easily find the pastoral nomadic identity of the Koguryo more than we expected when we trace the origins and history of the Korean tribe living in the pastures located in the northwest area of Mt. Jangbaek by focusing on pastoral nomadic mobility and organization just as we have investigated the historic origins of Anglo-Saxons in America by focusing on the times before the 15th Century. In the process, we should keep in mind that English culture originated from the Industrial Revolution and was directly delivered to the American continent, although America was far from England and was not an intermediate point on long sojourns either. Further, American culture came back to England in a more advanced form later. The most important thing currently to be resolved is to cause Koreans to look back on their own history in a freer way of thinking and with diverse, profound, and sharp insight, taking away the old and existing conventional recognition that is entangled with complicated interests with Korean people and other countries. The meanings of Chosun, Khori, and Solongos have been interpreted arbitrarily without any historic evidence by the scholars who followed conventional tradition of fixed-minded aristocrats in an agricultural society. If the Siberian cultural properties of the stone age, the earthenware age, the bronze age, and the iron age are analyzed in such a way, archaeological discovery will never be able to contribute to the restoration of the Koguryo's pastoral nomadic identity. One should transcend the errors that tend to interpret the cultural properties discovered in the pastoral nomadic regions as not being differentiated from those of agricultural regions and just interpret them altogether from the agricultural point of view. A more careful intention is required in the interpretation of cultural properties of ancient Korean empires that seem to have been formed due to mutual interactions of pastoral nomadic and agricultural cultures. Also, it is required that the conventional recognition chain of 'reverse-genes' be severed, which has placed more weight on agricultural properties than pastoral nomadic ones, since their settlement on agricultural farms was made after the establishment of their ancient pastoral nomadic empires. There is no reason at all to place priority on stoneware, earthenware, bronze ware, and iron ware than on wooden ware(木器) and other ware which were made of animal skins(皮器), bones and horns(骨角器), in analyzing the history in the regions of reindeer or sheep pastures. Reading ancient Korean history from the perspective of pastoral nomadic history, one feels strongly the instinctive emotions to return to the natural 'mother place'. The reindeer-herding pastoral nomadic identity of the Koguryo people that has been accumulated in volumes in their genes and hidden deep inside and have interacted organically could be reborn with Burqanism(Burqan refers to 不咸 in Chinese), which was their religion by birth and symbolized as the red willow(紅柳=不咸). The mother place of the Koguryo's people is the endless vast green pastures of North Eurasia and North America, where we anticipated the development of Korean livestock farming following the inherent properties in the genes of the reindeer-herding pastoral nomads with Korean ancestors. We anticipate that the place would be the core resource that could contribute to the development of life of living creatures following the inherent properties of their genes and biotechnological factors. In other words, biotechnology used for a search for clues on the well-being of humans could be the fruit brought by Burqanism of the Koguryo people and the fruit of the globalization of Korean livestock farming. It is the Chosun farmer in China come from the vast nomadic reindeer pastures of North Eurasia that resolved the food problem of a billion Chinese people with lowland paddy rice seeds (水稻) by transforming Heilongjiang Province(黑龍江省) into an oceanic lowland paddy rice field(水田). Even Mao Tse-tung(毛擇東) could not resolve the food problem by his revolution campaigns for tens of years. Today is the very time that requires the development of special livestock farming following the inherent properties of the ancient Korean reindeer-herding pastoral nomads that respected the dignity of life on the cold and dry plateau of North Eurasia and the America continent. I suggest that research should be started from the pastures of the Dariganga Steppe in East Mongolia that was the homeland of Hanwoo(韓牛) and the central horse-herding steppe place(牧馬場) of Chingis Khan's Mongolia. The Dariganga Steppe is awash with an affluent natural environment for pastoral nomadic living however, the quality of life of the pastoral nomads there is still low. I suggest we Koreans, the descendents of the Koguryo, should take our first steps for our livestock farming business project and develop the Northern nomadic pastures, here at the pastures of the Dariganga Steppe, which is the Mongolian core place of state-of-the-art technology for military weapons.

• Journal of Oral Medicine and Pain
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• 제32권2호
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• pp.157-175
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• 2007

본 연구는 농촌지역 주민들의 구취실태를 파악하고 구취에 관련된 요인을 알아봄으로써 구취예방 및 효율적인 구취제거 방안을 마련하는데 기초 자료를 제공하고자 일부 농촌지역의 주민 293명을 대상으로 2006년 1월 4일부터 1월 21일까지 면접설문조사(구강위생관리 행태, 구취관련 질병력, 구취실태), 구취측정, 구강검사, 치아우식활성검사(스나이더검사, 타액분비율검사, 타액완충능검사)를 실시한 결과 다음과 같은 결론을 얻었다. 1. 잇솔질 횟수는 1일 2회가 46.1 %로 가장 많았고, 여자가 남자보다 잇솔질 횟수가 많았다. 매일 혀솔질을 하는 군은 25.6%이었고, 보조 구강위생용품을 사용하는 군은 9.2 %이었다. 2. 평상시 구취를 자각하고 있는 사람은 62.5 %이었고, 구취를 가장 심하게 자각하는 시기는 기상 후가 72.7 %, 구취를 자각하는 부위는 잇몸에서 23.0 %, 구취의 유형으로는 구린 냄새가 37.2 %로 높게 나타났다. 3. 구취측정 결과 OG는 50 ppm미만이 54.3 %, $50{\sim}100ppm$ 범위에 41.6 %로 나타났고, $NH_3$는 $20{\sim}60ppm$ 범위에 52.6 %로 가장 높았다. 4. 구취관련 질병력별 OG는 치아우식증으로 인한 식편압입, 당뇨병과 구취에 대한 가족력군에서 $50{\sim}100ppm$ 범위에 유의하게 높았으며, $NH_3$는 호흡기계 질환군에서 유의한 차이가 있었다. 5 평상시 구취 자각정도별 OG는 '냄새가 나지 않는다'는 군과 '가끔 냄새가 난다'는 군에서 50 ppm 미만에 각각 55.9 %, 57.5 %로 나타났고, '본인이 느낄 정도로 항상 냄새가 난다'는 군과 '항상 심하게 냄새가 난다'는 군에서 $50{\sim}100ppm$ 범위에 각각 52.0 %, 63.6 %로 높게 나타났으며, $NH_3$는 모두 $20{\sim}60ppm$ 범위에 높게 나타났다. 6. 구강검사별 OG는 치수노출치와 식편압입이 많을수록, 설태지수가 높아질수록 $50{\sim}100ppm$ 범위에 OG값이 증가되었고, $NH_3$는 보철치가 많을수록, 설태지수가 높아질수록 유의하게 증가되었으며, 하악 국소의치군에서 60 ppm 이상으로 유의하게 증가되었다. 7. 스나이더검사는 고도활성이 43.0 %로 가장 높았고, 산 생성균의 활성이 높을수록 OG값이 증가되었다. 자극성 타액분비율 검사는 8.0 ml 이하에서 62.5 %로 가장 높았고, 타액분비율이 많을수록 OG값이 감소된 분포를 보였으며, 타액완충능검사는 0.1N 유산용액의 방울 수가 $6{\sim}10$ 방울에서 58.7 %로 가장 높았고, 타액완충능이 증가될수록 OG값이 냄새를 느끼지 못하는 50 ppm 미만에서 증가되었다. 8. 구강환경과 구취와의 상관관계에서 OG는 타액분비율, 보철치와 음의 상관관계를, 치수노출치, 충전치, 현존치, 설태량, 식편압입과 양의 상관관계를 보였으며, $NH_3$는 우식치와 음의 상관관계를, 보철치, 잇솔질 횟수와 양의 상관관계를 보였다. 9. 다중회귀분석 결과에서 OG에 영향을 주는 요인으로는 여자, 치수노출치, 보철치, 식편압입, 타액분비율, 설태지수, 스나이 더검사의 고도활성이 선정되었고 이들의 설명력은 45.1 %이었으며, NH3에 영향을 주는 요인으로는 여자, 치수노출치, 설태지수, 보철치가 선정되었으며 이들의 설명력은 6.6 %이었다. 이상의 결과를 볼 때, 조사대상 농촌지역 주민들의 구취실태는 구강환경 및 구취관련 요인, 치아우식활성검사의 스나이더 검사, 타액분비율검사와 밀접한 관련이 있음을 시사한다. 따라서 이들 주민들의 구취예방을 위해서는 식후에 올바른 잇솔질 방법 및 혀솔질과 더불어 보조 구강위생용품을 사용하여 식편압입과 설태제거를 해야 할 필요성이 강조된다. 구취의 원인과 그 성분은 매우 복잡하고 다양하므로 개인별 구취발생 요인을 정확하게 분석하기 위해서는 추후 계속적이고, 체계적인 연구가 필요하며, 보건(지)소의 치과위생사를 활용하여 지역사회 주민들에게 계속적인 구강보건교육 프로그램이 제공되어야 한다고 생각된다.

• 사상체질의학회지
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• 제11권2호
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• pp.151-183
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• 1999

사상체질진단(四象體質診斷)에 있어 임상적(臨床的)으로 가장 많이 활용(活用)되며 또한 객관성(客觀性)이 인정(認定)되고 있는 방법(方法)으로는 설문지(設問紙)를 이용하는 방법(方法)이 있으며 그 중 대표적으로 사상변증내용(四象辨證內容) 설문조사지(設問調査紙)(I)과 사상체질분류조사지(四象體質分類調査紙)(QSCC II)가 있으나, 그 체질판정(體質判定)에 있어 각기 한쪽 체질(體質)로 치우치는 경향성(傾向性)을 보이므로 인(因)하여 임상가(臨床家)에서는 그 나름대로의 가치(價値)를 지니면서도 크게 일반화(一般化)되지 못하는 것이 현실(現實)이다. 본(本) 연구(硏究)는 사상체질진단(四象體質診斷)의 객관화(客觀化)를 위한 설문지(設問紙)의 연구(硏究)로써 동의대학교(東義大學校) 한의과대학(韓醫科大學) 부속한방병원(附屬韓方病院)에 내원(來院)한 자(者) 692명(名)(종합건강진단센터 대상자(對象者) 575명(名)과 환자(患者) 117명(名) 중 설문지(設問紙)(I)과 설문지(設問紙)(II)의 설문조사(設問調査) 결과(結果)와 사상체질전공의(四象體質專攻醫)의 체질판별(體質判別) 결과(結果)가 모두 치(致)하는 250명(名) 중(中)에서 설문지(設問紙) 내용(內容)이 비교적(比較的) 충실(充實)한 200명(名)을 대상(對象)으로 설문조사(設問調査) 내용(內容)을 통계분석(統計分析)하고 이를 토대(土臺)로 새로운 설문(設問)의 구성(構成)을 시도(試圖)하여 다음과 같은 결과(結果)를 얻게 되었다. 1. 설문지(設問紙)(I), 설문지(設問紙)(II)의 총(總) 192문항(問項)((설문지(設問紙)(I) 71문항(問項), 설문지(設問紙)(II) 121문항(問項))중에서 유의성(有意性)을 가지는 문항(問項)(P값이 최소(最小) 0.04 이상(以下))은 84문항(問項)(설문지(設問紙)(I)이 39문항(問項), 설문지(設問紙)(II)가 45문항(問項))이었다. 이중에서 서로 중복되는 항목(項目)이 22항목(項目)을 감안하연 설문지(設問紙)(I)과 설문지(設問紙)(II)의 총(總) 192문항(問項) 중(中) 체질(體質)에 따른 유의도(有意度) 검사(檢査)에 있어서 실질적(實質的)으로 유의(有意)있게 나타나는 문항(問項)은 총(總) 73문항(問項)이었다. P값이 0.001이하(以下)의 값을 보인 문항(問項)은 설문지(設問紙)(I)이 33문항(問項)이었으며, 설문지(設問紙)(II)의는 40문항(問項)으로 나타나 대체로 유의성(有意性)이 매우 높음을 알 수 있었다. 2. "설문지(設問紙)를 통한 사상체질(四象體質)의 임상적(臨床的) 분류방안(分類方案) 연구(硏究)"와 "체질진단분류(體質診斷分類)에 따른 질병(疾病) 및 증상유형(症狀類型)에 관한 임상적(臨床的) 연구(硏究)II"에서 유의성(有意性)이 입증(立證)된 설문문항(設問問項)을 몇 가지 추가(追加)하여 총(總) 851문항(問項)의 설문지(設問紙)를 구성(構成)하였다. 각(各) 문항(問項)들을 항목별(項目別)로 나누어 살펴보면, <체격(體格)과 체형(體型)>을 묻는 문항(問項)이 7개(個) 문항(問項)이었고, <외모(外貌)(안색(顔色))와 태도(態度)>를 묻는 문항(問項)이 7개(個) 문항(問項)이었고, <습관(習慣)과 성격(性格)>을 묻는 문항(問項)이 3개(個) 문항(問項)이었고, <생리(生理)-병리상태(病理狀態)>를 묻는 문항(問項)이 3개(個) 문항(問項)이었고, <평소(平素) 건강(健康)할 때 자주 느끼는 증상(症狀)>을 묻는 문항(問項)이 4개(個) 문항(問項)이었고, <식사습관(食事習慣)>을 묻는 문항(問項)이 3개(個) 문항(問項)이었으며, <평소(平素) 잘 나타나는 증세(症勢)>를 묻는 문항(問項)이 14개(個) 문항(問項)이었고, <일처리와 장단점(長短點)>을 묻는 문항(問項)이 6개(個) 문항(問項)이었고, <대인관계(對人關係)>에 대하여 묻는 문항(問項)이 7개(個) 문항(問項)이었고, <평소(平素)의 마음>에 대하여 묻는 문항(問項)이 5개(個) 문항(問項)이었고, <감정특성(感情特性)>에 대하여 묻는 문항(問項)이 1개(個) 문항(問項)이었고, <행동특성(行動特性)>에 대하여 묻는 문항(問項)이 10개(個) 문항(問項)이었고, <성격(性格)>에 대하여 묻는 문항(問項)이 15개(個) 문항(問項)이었다. 3. 문제지(設問紙)에서 소양인(少陽人)에 해당되는 항목(項目)은 84항목(項目)이었으며, 소음인(少陰人)에 해당되는 항목(項目)은 87항목(項目)이었으며, 태음인(太陰人)에 해당되는 항목(項目)은 70항목(項目)이었다. 또한 각(各) 설문항목(設問項目)의 유의성(有意性) 검사(檢査)에서 나타난 응답율(應答率)을 점수화(點數化)하여 가산점(加算點)을 부가(附加)한 후(後) 합산(合算)한 결과(結果) 소양인(少陽人) 항목(項目)의 점수(點數) 합계(合計)는 7785.04점(點)이었고, 소음인(少陰人) 항목(項目)의 점수(點數) 합계(合計)는 7742.80점(點)이었으며, 태음인(太陰人) 항목(項目)의 점수(點數) 합계(合計)는 7746.60점(點)이었다. 4. 새로운 설문지(設間紙)(III)의 유의성(有意性)은 임상환자(臨床患者) 75명(名)의 체질진단(體質診斷)에 있어 73.33%의 진단(診斷) 정확율(正確率)을 보이고 있으 나, 소음인(少陰人)과 태음인(太陰人)에 비하여 소양인(少陽人)의 판별율(判別率)이 다소 떨어지게 나타나고 있으며 태양인(太陽人)은 설문(設問)에서 제외(除外) 되었다.

• 기록학연구
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• 제16호
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• pp.303-339
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• 2007

'일제강점하 강제동원 피해'라 함은 만주사변 이후 태평양전쟁에 이르는 시기에 일제에 의하여 강제동원 되어 군인 군속 노무자 위안부 등의 생활을 강요당한 자가 입은 생명 신체 재산 등의 피해를 말한다. 강제동원 피해 역사를 복원하기 위한 노력이 피해당사자, 유족, 시민단체, 학계 등에서 이루어져왔고, 그 결과 2004년 3일 5일 ${\ll}$일제강점하 강제동원피해 진상규명등에 관한 특별법${\gg}$ (2007년 5월 17일 일부 개정)이 제정 공포되었다. 이를 근거로 2004년 11월 10일 국무총리 소속으로 일제강점하 강제동원피해진상규명위원회(이하 강제동원위원회)가 발족하였고, 2005년 2월 1일부터 일제강점하 강제동원 피해의 진상을 규명하여 역사적 진실을 밝히는 것을 목적으로 업무를 수행하고 있다. 주요 업무는 강제동원 피해신고접수 및 피해신고조사(피해자 및 유족 심사 결정), 진상조사신청접수 및 진상조사, 진상조사 및 피해판정 불능에 관한 사항, 피해판정에 따른 호적정정, 강제동원 관련 국내외 자료수집 분석 및 보고서 작성, 유해발굴 및 수습 봉환, 사료관 및 추도공간 조성사업 등이다. 강제동원위원회는 피해조사 및 진상조사 업무를 위해 다양한 기록을 발굴 수집해 오고 있다. 여타 피해의 역사가 그러하듯이 이미 공개되었거나 새롭게 발굴되는 기록은 강제동원의 다양한 역사상을 확인하기 어려울 만큼 그 양이나 질에 면에서 부족하다. 피해의 역사에서 피해당사자의 이야기는 기록의 부재를 메우기도 하고, 기록 이상의 근거적 가치를 갖기도 한다. 강제동원위원회는 피해생존자와의 구술면담을 통해 다수의 구술자료를 생산하였고 조사업무에 활용하며 체계적인 관리방법을 토대로 관리하고 대중적인 활용까지 꾀하고 있다. 강제동원위원회의 구술자료는 생산 당시부터 철저한 기획에 의해 이루어졌고, 생산단계부터 관리와 활용의 편의성을 염두에 두고 디지털매체의 생산을 유도했다. 또한 조사업무 과정에서 생산되는 구술자료의 한계를 극복하기 위해 수차례 면담자 교육을 실시하고, 면담자로 하여금 구술당시의 상황을 면담일지로 남기도록 했다. 강제동원위원회는 소장 기록을 관리하는 별도의 기록관리시스템을 갖고 있지 않다. 디지털 아카이브는 피해 진상 관리시스템과 전자결재시스템을 통해 생산되어 관리되지 않는 생산 수집 기증 기록을 등록 검색하는 역할을 한다. 구술자료는 디지털 아카이브에 등록이 되어, 실물과 중복 보존되고 있다. 구술자료는 등록과 동시에 분류, 기술행위가 이루어지고 구술자료의 관리 아이디인 등록번호, 분류번호, 비치번호 등을 부여받게 된다. 강제동원위원회는 구술자료의 적극적인 활용을 위하여 구술기록집의 발간을 지속적으로 해오고 있고, 영상물 등의 제작을 계획하고 있다. 강제동원위원회의 구술자료는 정부차원의 조사 업무 과정에서 생산된 것이라는 한계, 예산부족이나 기록관리시스템 등의 부재 등을 넘어서 한시조직으로서 가능한 적극적인 방법으로 생산 관리 활용되고 있다. 축적된 구술자료는 향후 특별법에 규정되어 있는 대로 사료관 등이 건립된다면 대중 이용자들을 위해 더 체계적으로 관리 활용될 것이다.

• 동양고전연구
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• 제49호
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• pp.73-107
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• 2012

여헌 장현광(1554-1637)은 조선중기를 대표하는 유학자이면서 우주론과 자연학을 가장 체계적으로 저술한 사람이다. 조선조 유학의 지리적인 학맥에서 여헌은 남명 조식과 한강 정구의 학풍을 이어받으면서 풍수와 지지편찬을 계승한 사람으로 자리매김 될 수 있다. 여헌은 주자학에 영향을 받았지만 역학(易學)의 기틀을 견지하였으며, 사변적인 공리공론에 머무르지 않고 실용적 경세학(經世學)으로서의 지리를 인식하였다. 여헌의 지리인식 방법은 역학(易學)의 체계와 구도 상에서 이루어졌다. 여헌은 자연에 대한 인간 본위(本位)의 인식태도를 드러내며, 따라서 인사의 공능이 지리의 조건보다 우선되는 준칙이었다. 여헌에게 산수와 자연은 비덕(比德)의 공부대상이었고, 자연공부 방법은 대상물의 관찰을 통해 생명의 이치를 자득하고, 무심한 경지를 통해 천지의 마음에 이르는 것이었다. 유학의 가르침을 삶의 지침으로 삼았던 여헌에게 있어서 낙토(樂土)는 안분자족(安分自足)함에서 얻어지는 것이었다. 여헌에게 지리인식의 의의는 생활의 실용적인 이익 됨에 목적을 둔 필수적인 지식정보였다. 여헌은 은거지의 생활현장에 자신이 견지한 유학적 우주관과 세계관을 '우주사업'의 일환으로 구현하였다. 이러한 의식과 태도는 주거지의 장소경관과 자연경물(自然景物)을 북극성과 주위 28수의 별자리로 상징화하여 명명하고 우주적 중심 공간으로 구성하는 방식으로 나타났다. 주자의 무이구곡(武夷九曲) 경영에서 비롯된 유학자들의 동천구곡(洞天九曲) 전통은 조선시대에 유행되었지만, 여헌의 장소 구성 체계는 여타의 형태와 방식을 뛰어넘은 우주적 구도의 독창성이 있다. 여헌의 장소 명명 의식에는 선현을 본받고자하는 태도, 자연물의 형용과 성정에 대한 비덕(比德), 그리고 은거(隱居) 의식의 반영이 나타난다. 여헌의 국토관 및 국토이해는 지형개관, 산수이해, 도읍입지, 지역이해, 풍토론, 현실인식의 방식으로 체계적으로 드러나고 중국의 지리적 조건과도 비교되어 파악되었다. 그의 국토인식과 이해방식은, 국토의 유기체적인 인식, 주자학의 자연관이 반영된 기적(氣的)인 국토인식, 산천 인식과 도읍 입지의 풍수적 이해, 지역구분을 통한 비교론적 이해, 인물과 풍속에 대한 풍토론적 이해 방식 등으로 요약할 수 있다. 여헌은 역의 포괄적인 사상체계 범주에서 풍수도 수용하였다. 그가 풍수를 수용할 수 있었던 배경에는 남명과 한강을 계승하는 학풍에서 연유되는 바가 있었다. 여헌은 풍수지식을 활용하여 주거지의 입지를 정하기도 하였고, 고향 연고지의 여러 곳에 대해 풍수적 견지로 언급하기도 했다. 그의 풍수관을 보면, 묘지풍수에서 형세론적 이치는 수긍하고 있지만 장례기일을 미루는 발복 목적의 행위는 비판하였다. 그리고 고을의 풍수에서 숲의 조성을 통한 비보의 필요성을 인정하였다. 이러한 풍수관은 문도(門徒)들의 지지편찬에도 일정하게 반영되었다. 여헌 학풍에서 주목할 만한 지리학적 특징으로 꼽을 수 있는 것이 지지(地誌)의 편찬이다. 이것은 남명과 한강의 치용(治用) 정신과 경세적(經世的) 실천을 계승한 학풍이기도 했다. 여헌은 지지를 중요시하게 생각하면서 문인들에게 편찬을 독려하였다. 고을의 통치자나 지식인으로서 지역의 역사와 옛 일을 잘 알아야하고, 권면하고 징계하는 기준이 마련될 필요가 있다는 것이다. 이러한 여헌의 견해는 이후 문인들의 지지편찬 취지와 내용 구성에 지침이 되었다. 이 연구는 여헌의 지리인식에 관한 사실적인 면모의 정리와 지리적 학풍의 계승 맥락에 관한 고찰에 그친 한계가 있다. 다음에는 여헌 전후 유학자들의 지리인식과 지지편찬 전통이 어떻게 전승되면서 전개 발전되었고 질적으로 변천해 나갔는지를 살피고자 한다. 이러한 연구는 학계에서 공백으로 남아있는 조선 초 중기 유교지식인의 지리학사를 정립하는데 일조할 수 있으리라 믿는다.

• 마케팅과학연구
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• 제17권4호
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• pp.51-89
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• 2007

본 연구는 의류 브랜드 온라인 커뮤니티의 이용욕구충족과 커뮤니티 몰입간의 관계 및 이들 관계에 대한 브랜드 이미지의 조절효과를 검증하는 것이다. 9개 캐주얼 의류 브랜드 커뮤니티 회원 317명을 대상으로 온라인 서베이를 실시하여 자료를 수집하였다. 다중회귀분석 결과, 의류 브랜드 커뮤니티에서의 이용욕구 충족은 커뮤니티에 대한 몰입과 유의한 관계가 있었다. 그리고 조절회귀분석 결과, 의류 브랜드 커뮤니티에서의 관계욕구 충족이 커뮤니티 몰입(감정적 몰입, 지속적 몰입, 규범적 몰입)에 영향을 미칠때 의류 브랜드 이미지 수준에 따른 조절효과가 작용함이 발견되었다. 또한 의류 브랜드 이미지의 조절효과는 의류 브랜드 커뮤니티에서의 거래욕구 충족과 커뮤니티에 대한 감정적 몰입의 관계에서도 나타났다. 특히 의류 브랜드 커뮤니티인 경우, 커뮤니티에서의 관계욕구 충족수준에 따른 커뮤니티 몰입의 정도는 브랜드 이미지가 낮을 때 보다 높을 때 더 크게 나타났다. 이것은 의류 브랜드 커뮤니티에서의 이용욕구 충족을 통해 회원들의 커뮤니티 몰입을 증대시키는 전략은 의류 브랜드 이미지 수준이 다른 의류 브랜드 유형에 따라 그 효과에 차이가 있음을 의미한다. 따라서 의류기업의 마케터들은 자사 브랜드의 이미지 수준을 평가하고, 이에 맞춰 커뮤니티 몰입을 증대시키는 전략을 모색할 필요가 있다. 브랜드 커뮤니티에 대한 몰입은 브랜드에 대한 구전이나 재구매 행동과 연결되므로, 명품 의류 브랜드들인 경우 온라인 브랜드 커뮤니티를 구축하고 회원들의 커뮤니티에 대한 몰입을 증대시킴으로써 브랜드 자산을 극대화시킬 수 있을 것이다.