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The Study on the College Students' Career Reasons Affecting on Self-efficacy and Entrepreneurial Intention (대학생의 직업선택 동기가 창업에 대한 자아효능감과 창업의지에 미치는 영향에 대한 연구)

  • Lee, Woo Jin
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.8 no.3
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    • pp.113-124
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    • 2013
  • The government strives to create venture ecosystem for realizing creative economy, at the same time, the Mistry of Education is spending huge resources and efforts to spread entrepreneurship education to universities in Korea. Since entrepreneurship education gives motivation to individuals and creates market innovation and these connect to the growth of national economy through increased efficiency, entrepreneurship education is becoming increasingly more important for realizing creative economy. Based on the importance, entrepreneurship education in the universities is now spreading rapidly. However, college students' entrepreneurial intention has still not been improved comparing to spreading entrepreneurship education. To overcome the poor improvement, entrepreneurship education needs to be driven more systematic direction through the study on the effect of students' motivation and environment. In this study, entrepreneurship as a part of careers perspectives, is analyzed on students' career reasons with entrepreneurial intention. For this study, 918 surveys was collected from 7 universities having entrepreneurship courses in Seoul and Gyeonggi regions in 2012 and analyzed 858 surveys in order to prove the hypothesis. The results disclosed the relationship between students' career reasons and entrepreneurial self-efficacy and intention. Motivation factors of self-realization, innovation and role model have positive effect on entrepreneurial self-efficacy following by increased entrepreneurial intention, unlike the common notion financial success and independence factors are not significant with entrepreneurial intention of students. Based on these results having meaningful implication to Korea entrepreneurship education, this study is expected to have contribution to the successful promoting the creative economy realization of our government.

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Development and Application of Training Program for RI-Biomics Manpower through Analysis of Educational Demands (교육수요 분석을 통한 RI-Biomics 전문인력 양성 프로그램 개발 및 적용)

  • Shin, Woo-Ho;Park, Tai-Jin;Yeom, Yu-Sun
    • Journal of The Korean Association For Science Education
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    • v.35 no.1
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    • pp.159-167
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    • 2015
  • RI-Biomics is a promising radiation convergence technology that combines radiation with bio science as new growth power technology. Many developed countries are focusing active support and constant exertion to dominate the RI-Biomics market in advance. In order to achieve global leadership in the RI-Biomics field, we need more highly advanced technologies and professional manpower. In fact, we have less manpower compared to technology we currently hold. In this study, we established a basic infrastructure to train professional manpower in the RI-Biomics field by developing/operating optimum training program through expert interviews and survey. The developed program has four organized sections to understand overall procedure of RI-Biomics. To evaluate our training program, we performed test operations with eight students who have a major related to RI-Biomics for three weeks in KARA (Seoul) and KAERI (Jung-eup). In detail, radioisotope usage and safety management were conducted for one week as basic course, RI-Biomics application technology was conducted for two weeks as professional course. To verify performance results of training program, we conducted to journal research, daily reports, and survey on participants. The results show a high level of satisfaction with training programs and continuous intention of involvement in our program. We also need to develop an intensive course to train high-quality human resources and to operate training program continuously. This training program will be used as basic materials for the development of RI-Biomics curriculum for university. Hence, we will expect that our training program contributes in training a professional manpower and develop RI-Biomics technology.

Cytotoxicity and Chemosensitizing Effect of Camellia(Camellia japonica) Tea Extracts (동백엽차와 화차의 세포독성 및 다제내성 극복효과)

  • 황은주;차영주;박민희;이장원;이숙영
    • Journal of the Korean Society of Food Science and Nutrition
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    • v.33 no.3
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    • pp.487-493
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    • 2004
  • This study has been undertaken to increase availability of native camellia in Jeonnam as a medicinal resource and to isolate the effective components from them. Fresh leaf and flower of camellia, single camellia tea and camellia tea mixed with green tea, herbs were screened for cytotoxicity on MCF -7 (human breast adenocarcinoma pleual effusion), Calu-6 (human pulmonary carcinoma), SNU-601 (human gastric carcinoma) cells. Also their multidrug-resistance reversing activity were evaluated using drug sensitive AML-2/WT and multidrug-resistant AML-2/D100 cells. Among the camellia extracts, young leaf and camellia tea mixed with green tea had strong growth inhibitory effects in below 100 $\mu\textrm{g}$/mL against human cancer cells. In result, young leaf showed the strongest inhibitory effects on MCF -7 ($IC_{50}$/ = 100 $\mu\textrm{g}$/mL ↑), Calu-6 ($IC_{50}$/ = 79 $\mu\textrm{g}$/mL), and SNU -601 ($IC_{50}$/ = 39 $\mu\textrm{g}$/mL), and AML-2/WT ($IC_{50}$/ = 64 $\mu\textrm{g}$/mL). Chemosensitizing effect was the extracts of mature leaf ($IC_{50}$/ = 97 $\mu\textrm{g}$/mL, RF=3.0), roasted tea ($IC_{50}$/ = 76 $\mu\textrm{g}$/mL, RF = 2.6 ↑) and steam tea ($IC_{50}$/ = 70 $\mu\textrm{g}$/mL, RF=2.8 ↑) strongly potentiate vincristine cytotoxicity in AML-2/D100 cells. But their cytotoxicities to both sensitive AML-2/WT and resistant AML-2/D100 cells were in the same order of magnitude. This results indicate that crude extracts of camellia mature leaves would contain some principles which have chemosensitizing activity.

Building an Efficient Supply Chain by reduction of lead time with a Focus on Korea Server Manufacturer (리드타임 감소에 의한 효율적 공급체인 구축 - 국내 서버 공급체인을 대상으로 -)

  • 신용석;김태현;문성암
    • Journal of Distribution Research
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    • v.6 no.2
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    • pp.1-17
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    • 2002
  • The recent dot-com craze has been one of the main causes that accelerated the growth of internet-related companies in diversity as well as in size. Meanwhile, the domestic market of supplies and equipment for internet businesses has been dominated by major foreign companies. To regain their market positions, the domestic manufacturers had to find the way to build up their competitive advantages, such as meeting their customers needs and reducing overall costs. In this study, one domestic PC server manufacturer, which competes fiercely with foreign manufacturers for the top place, has been chosen as a model to evaluate its current supply chain and to find an area that can be improved for a better performance. System Dynamics is used throughout the study. The central concept to system dynamics is understanding how all the objects in a system interact with one another. It focuses on feedback and secondary effects to think through how a strategy might or might not work, depending on how organizational changes are received, and what kinds of consequences emerge. Then, computerized models were built for simulations, each with different conditions, and, finally, the results were evaluated based on some criteria which are considered to be important and meaningful. The inefficiency that exists in the supply chain was proved to be a thirty-day long purchasing order leadtime, and it was expected that more effective supply chain could be formed if the leadtme were reduced to 14 days or 7 days. The results of simulations showed that the overall expected costs in supply chain was the least with the purchasing leadtime being 7 days. The lower average number of parts held as inventory, along with the reduced lost sales, acted as the factor reducing the expected overall costs. Although there was a slight increase in the average number of final products held as inventory and the total ordering cost, the benefits from lower parts inventory and reduced lost sales were large enough to justify the overall cost reduction.

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Effects of an Improved Side Vent on Yield of Oriental Melon and Temperature in Single-span Plastic Greenhouse with Roof Ventilation Fans (지붕 환기팬이 설치된 단동 플라스틱 온실에서 개선된 측창형태가 하우스 내 온도 및 참외 수량에 미치는 영향)

  • Yu, In Ho;Cho, Myeong Whan;Ryu, Hee Ryong;Shin, Young An
    • Journal of Bio-Environment Control
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    • v.26 no.4
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    • pp.283-290
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    • 2017
  • In this study, the method to attach plastic film on the side vent from inside of greenhouse for the entire length was developed as the way to make crops less stressful while uniformly getting outside air into the greenhouse when ventilating using roof ventilation fans at single-span plastic greenhouse for oriental melon in a low-temperature period. The plastic film was installed from ground to 10cm below from the height where side vent is fully opened. In order to verify that the improved side vent can improve greenhouse environment and fruit yield, it was compared with the control plot of conventional side vent. Both greenhouses were not ventilated until February 25th, 2017. Air temperature in both greenhouses exceeded $40^{\circ}C$ in mid February. Therefore, it is judged that the greenhouse should be ventilated from mid February. Air temperature in the control plot exceeded $30^{\circ}C$ from late April. Therefore, it is judged that the plastic film attached to the inside of side vent should be removed in late April, or in early May at the latest. Soil temperature in the treatment plot in the mid Aril exceeded $20^{\circ}C$, which is suitable for growth, while that in the control plot was still below $20^{\circ}C$. Soil temperature in the control plot finally exceeded $20^{\circ}C$ in late April. The consumption of electricity was 47.2 kWh in the treatment plot, and 48.3 kWh in the control plot, which was no significant difference. The marketable yield of oriental melon in the treatment plot was 5,094kg, which was 23.9% more than that in the control plot, 4,113kg. The marketable fruit ratio was 73.5% in the treatment plot, and that in the control plot was 73.9%, which was no significant difference.

Quality and Fruit Productivity of the Second Truss Blooming Seedlings Depending on Concentration of Nutrient Solution in Cherry Tomato (양액 농도에 따른 방울토마토 2화방 개화묘의 소질 및 과실 생산성)

  • Lee, Mun Haeng
    • Journal of Bio-Environment Control
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    • v.31 no.3
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    • pp.230-236
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    • 2022
  • This study was carried out to produce two-flowered seedlings, harvest them early in a greenhouse, and extend the harvest period. This study was carried out to effectively produce the second truss blooming seedlings to harvest tomatoes early and extend the harvest period. For production of the second truss blooming seedlings (one stem), the nutrient solution EC was supplied at 1.5, 2.0, 2.5 dS·m-1, and dynamic management (3.0 → 3.5 → 4.5 dS·m-1). The seedling period was 60 days, which was 20-40 days longer than conventional seedlings, and 10 days longer than the first truss blooming seedlings (cube seedlings). The plant height was 78 and 77 cm in EC 2.5 dS·m-1 and dynamic management respectively, which was shorter than EC 1.5 dS·m-1 with 88 cm. As for the EC in the cube before formulation, dynamic management had the highest EC 5.5 dS·m-1, and the cube supplied with EC 1.5 dS·m-1 had the lowest. The production yield by treatment did not a difference among in the second truss blooming seedlings, but the first truss blooming seedlings showed lower productivity than second truss blooming seedlings. The second truss blooming seedling were harvested 35 days after planting on June 4, the first harvest date, and the first truss blooming were harvested in 42 days on June 11th. There was no difference in plant height and root growth due to bending at frequency planting. In the study on the production of the second truss blooming seedlings (two stem), the nutrient solution EC was supplied under 2.0, 2.5, 3.0 dS·m-1, and dynamic management (3.0 → 3.5 → 4.5 dS·m-1). The seedling period was 90 days, which was 40-50 days longer than conventional seedlings and 10 days longer than the first truss blooming seedlings (cube seedlings). Plant height was 80 and 81 cm in EC 2.0 dS·m-1 and 2.5 dS·m-1 respectively, but was the shortest at 73 cm in dynamic management. EC in the medium increased as the seeding period increased in all treatments. The dynamic management was the highest with EC 5.1 dS·m-1. There was no difference in yield among EC treatments in the second truss blooming seedlings, which had a longer seeding period of about 10 days, produced 15% more than the first truss blooming seedlings. In order to shorten the plant height of the second truss blooming seedlings, it is judged that the most efficient method is increasing the concentration of nutrient solution.

Transformation of Bottle Gourd Rootstock (Lagenaria siceraria Standl.) using GFP gene (GFP유전자를 이용한 대목용 박 형질전환)

  • Lim, Mi-Young;Park, Sang-Mi;Kwon, Jung-Hee;Han, Sang-Lyul;Shin, Yoon-Sup;Han, Jeung-Sul;Harn, Chee-Hark
    • Journal of Plant Biotechnology
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    • v.33 no.1
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    • pp.33-37
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    • 2006
  • Bottle gourd (Lagenaria siceraria Standl.) has been used as a rootstock for the watermelon cultivation because of better growth ability at low temperature and avoidance from contamination of the soil disease. Since the genetic source for the elite rootstock is limited in nature, the genetic engineering method is inevitable to develop new lines especially to obtain the functionally important or multi-disease resistant bottle gourd. Recently, our lab has set up a successful system to transform the bottle gourd. in order to monitor the transformation process, GFP gene is used. Cotyledons of the inbred line 9005, 9006 and G5 were used to induce the shoot under the selection media with MS + 30 g/L sucrose + 3.0 mg/L BAP + 100 mg/L kanamycin + 500 mg/L cefotaxime + 0.5 mg/L $AgNO_3$, pH 5.8. The shoot was developed from the cut side of the explants after 3 weeks on the selection media. The shoot was incubated in the rooting media with 1/2 MS + 30 g/L sucrose + 0.1 mg/L IAA + 50 mg/L kanamycin + 500 mg/L cefotaxime, pH 5.8 and moved to pot for acclimation. Although the shoot development rate was depended on the genotype, the G5 was the best line to be transformed. Monitoring GFP expression from the young shoot under microscope could make the selection much easier to distinguish the transformed shoot from the non-transformed shoots.

Future Development of Genetics and the Broiler (BROILER 육종기술의 전망)

  • 오봉국
    • Korean Journal of Poultry Science
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    • v.8 no.1
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    • pp.1-5
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    • 1981
  • In trying to predict the effect of genetics on the broiler in the year 2000, this is a relatively short period of time as far as broiler genetics in concerned. Modern broiler genetics started around 1945 and tremendous gains when made in past 35 years. Futher improvements on broiler will depend on the evolution and revolution: 1. Evolution: (1) Growth rate has been made 4-5% per year. (2) Feed conversion has improved approximately 1% per year. (3) Abdominal fat is becoming a major complaint in broiler. (4) Because of the changing life-style, broiler meat sales in the future will be more and more in cut-up form. (5) Breeding for stress resistance and selection for docile temperament can be important in order to funker improve fled efficiency. (6) In female parent stock, reproduction characteristics are in many can negatively correlated with the desired broiler traits. (7) Egg production and hatchability in moot commercial parent nod m at a fairly high level. (8) In male parent stock, the heavier and mon super-meat-type male lines are desired to Product better broilers. 2. Revolution: Trying to forecast revolutionary change in broiler genetics is highly speculative, as sudden change are aften unpredictable. (1) Species hybridization, such as a turkey-chicken cross (2) Biochemical tools, such as blood typing. (3) Mutation breeding by radiation or chemical mutagentia. (4) Broiler breeding would be to change the phenotypic appearance by single gene, such as naked, wingless. (5) Changes in production techniques. such as growing in cage or growing in filtered air positive pressure houses.

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The Standing Crops and Soil-borne Microfungal Flora of Phyllostachys reticulata in Korea (한국산(韓國産) 왕대나무의 현존량(現存量)과 토양(土壤) 미세균류상(微細菌類相))

  • Kim, Kwan-Soo
    • The Korean Journal of Mycology
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    • v.7 no.2
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    • pp.91-116
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    • 1979
  • This paper is to investigate the standing crops and microfungal flora in soil in Phyllostachys reticulata forests in both the Yesan area (A) and the Kwangsan area (B). The stand density of the bamboo revealed 17,250 shoots per ha in area A, and in area B 14,780 shoots which were 16.1% less in number than area A. In respect to the environmental factors between the two areas, the mean temperature during the growth period was $1.5{\sim}2^{\circ}C$ higher in area B than in area A, soil tempeature also was $1{\sim}2^{\circ}C$ higher in area B, and the total quantities of nitrogen, phosphoric acid and organic compounds contained in the soil of area B were also slightly higher than those of area A. In area B the quantities of dried leaf matter, humus, and vegetation in the bamboo forest were also larger than in area A. In addition, five more species of microfungi which playa role in the decomposition of the various organic materials in the bamboo forests were identified in area B: Mortierella elongata, Mucor circinelloides, Aspergillus japonicus, Penicillium waksmani and Trichoderma lignorum. The atmospheric temperature in the inner portions of the bamboo forests was lower than the outside temperature, but the humidity was higher. The rates of relative illuminance were measured in area A at 4.19%, and in area B at 2.7%. These values revealed that the photosynthetic acitivity in the lower part of the bamboo was lost but it was considered that lower illuminance increased the microfungal activities in the vicinity of the surface soil. Since the productive structure of the bamboo showed that the maximum amount of photosynthesis was located in the upper portion of the bamboo in area B, it was considered to be an effective structure in maintaining the high productivity of the bamboo. The allometric relation between $D^2H$ and dry weight of stems(Ws), branches(Wb) and leaves(Wl) of the bamboo in area A were appoximated by log Ws=0.5262 log $D^2H$+1.9546; log Wb=0.6288 log $D^2H$+1.5723; log Wl=0.5181 log $D^2H$+1.8732, and those of the bamboo in area B were approximated by log Ws=0.5433 log $D^2H$+1.8610; log Wb=0.1630 log $D^2H$+2.3475; log Wl=0.4509 log $D^2H$+2.0041. From the above, the standing crops in area A were measured thus: Ws was 1,128. 83kg; Wb, 689.05kg; Wl, 926.69kg and Wl, 2,744.57kg per 10a. In area B, Ws was 1,206. 66kg; Wb, 679.92kg; Wl, 1,112.51kg and Wt, 2.999kg per l0a. Significant differences from the result of t-test were for $D^2H$ Ws, Wl and Wt between areas A and B. But no significant difference was found for Wb. In order to record as completely as possible the microfungal flora of the areas, every possible means was tried, and 158 strains of fungi were isolated, and of these, the microfungi of 55 species were identified. The dominant species were Trichoderma viride, Penicillium janthinellum, P. commune, Aspergillus oryzae, A. niger, A. gigantus, A. fumigatus, Mortierella ramaniana, var. anguliFPora, Mucor hiemalis and Zygorhynchus moelleri. According to the above results, it was revealed that optimum soil, the increases of soil materials, more species of soil microfungi, and the atmospheric temperature during the growth period have made the bamboo flourish and bring more species and larger quantities of vegetation in the bamboo forests. The correlation between the standing crops and environmental factors in the bamboo forest is considered to be a complicated relationship of all the factors, but the stand density is thought to be the most important factor involved.

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

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

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

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