• Title/Summary/Keyword: potential ability

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Isolation and Characterization of Lactic acid bacteria Leuconostoc mesenteroides DB3 from Camellia japonica Flower (백꽃으로부터 분리한 Leuconostoc mesenteroides DB3의 특성)

  • Sam Woong Kim;Da Hye Shin;Sang Wan Gal;Kyu Ho Bang;Da Som Kim;Won-Jae Chi
    • Journal of Life Science
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    • v.33 no.11
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    • pp.915-922
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    • 2023
  • Lactic acid bacteria (LAB) are widespread in a variety of environments including fermented dairy products, gastroinstetinal and urogenital tracts of human and animals, plant, soil and water. Leuconostoc mesenteroides DB3 was detected by the strongest antibacterial activities among 24 Leuconostoc strains isolated from Camellia japonica flowers. Acid tolerance of L. mesenteroides DB3 existed up to pH 2.5, but the resistance did not show at pH 2.0, which relatively excellent acid resistance existed. Bile acid tolerance was very stable within the test range to 1.2%. L. mesenteroides DB3 exhibited the optimal growth at 30℃, and showed a slight slow growth when compared with L. mesenteroides KCTC3505, which reached a stationary phase at 18 hr. The pH was changed along with the growth curve, but was maintained above pH 3.98. L. mesenteroides DB3 had higher initial antibacterial activities when compared to L. mesenteroides KCTC3505, but it showed similar activities with the standard strain after the latter part of the logarithmic growth phase. Although lactic acid production in L. mesenteroides DB3 was induced by lower amount in the initial part to the standard strain, it was exhibited by similar amounts after the late logarithmic growth phase. Muicin adhesion of L. mesenteroides DB-3 maintained superior to L. mesenteroides KCTC3505. Both strains showed excellent emulsification ability for kerosene. In summary, we evaluate that L. mesenteroides DB-3 has a high potential for application as probiotics owing to its excellent antibacterial activity, acid resistance, bile acid resistance, and muicin adhesion.

Efficient Deep Learning Approaches for Active Fire Detection Using Himawari-8 Geostationary Satellite Images (Himawari-8 정지궤도 위성 영상을 활용한 딥러닝 기반 산불 탐지의 효율적 방안 제시)

  • Sihyun Lee;Yoojin Kang;Taejun Sung;Jungho Im
    • Korean Journal of Remote Sensing
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    • v.39 no.5_3
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    • pp.979-995
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    • 2023
  • As wildfires are difficult to predict, real-time monitoring is crucial for a timely response. Geostationary satellite images are very useful for active fire detection because they can monitor a vast area with high temporal resolution (e.g., 2 min). Existing satellite-based active fire detection algorithms detect thermal outliers using threshold values based on the statistical analysis of brightness temperature. However, the difficulty in establishing suitable thresholds for such threshold-based methods hinders their ability to detect fires with low intensity and achieve generalized performance. In light of these challenges, machine learning has emerged as a potential-solution. Until now, relatively simple techniques such as random forest, Vanilla convolutional neural network (CNN), and U-net have been applied for active fire detection. Therefore, this study proposed an active fire detection algorithm using state-of-the-art (SOTA) deep learning techniques using data from the Advanced Himawari Imager and evaluated it over East Asia and Australia. The SOTA model was developed by applying EfficientNet and lion optimizer, and the results were compared with the model using the Vanilla CNN structure. EfficientNet outperformed CNN with F1-scores of 0.88 and 0.83 in East Asia and Australia, respectively. The performance was better after using weighted loss, equal sampling, and image augmentation techniques to fix data imbalance issues compared to before the techniques were used, resulting in F1-scores of 0.92 in East Asia and 0.84 in Australia. It is anticipated that timely responses facilitated by the SOTA deep learning-based approach for active fire detection will effectively mitigate the damage caused by wildfires.

Investment Priorities and Weight Differences of Impact Investors (임팩트 투자자의 투자 우선순위와 비중 차이에 관한 연구)

  • Yoo, Sung Ho;Hwangbo, Yun
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.18 no.3
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    • pp.17-32
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    • 2023
  • In recent years, the need for social ventures that aim to grow while solving social problems through the efficiency and effectiveness of commercial organizations in the market has increased, while there is a limit to how much the government and the public can do to solve social problems. Against this background, the number of social venture startups is increasing in the domestic startup ecosystem, and interest in impact investors, which are investors in social ventures, is also increasing. Therefore, this research utilized judgment analysis technology to objectively analyze the validity and weight of judgment information based on the cognitive process and decision-making environment in the investment decision-making of impact investors. We proceeded with the research by constructing three classifications; first, investment priorities at the initial investment stage for financial benefit and return on investment as an investor, second, the political skills of the entrepreneurs (teams) for the social impact and ripple power, and social venture coexistence and solidarity, third, the social mission of a social venture that meets the purpose of an impact investment fund. As a result of this research, first of all, the investment decision-making priorities of impact investors are the expertise of the entrepreneur (team), the potential rate of return when the entrepreneur (team) succeeds, and the social mission of the entrepreneur (team). Second, impact investors do not have a uniform understanding of the investment decision-making factors, and the factors that determine investment decisions are different, and there are differences in the degree of the weighting. Third, among the various investment decision-making factors of impact investment, "entrepreneur's (team's) networking ability", "entrepreneur's (team's) social insight", "entrepreneur's (team's) interpersonal influence" was relatively lower than the other four factors. The practical contribution through this research is to help social ventures understand the investment determinant factors of impact investors in the process of financing, and impact investors can be expected to improve the quality of investment decision-making by referring to the judgment cases and analysis of impact investors. The academic contribution is that it empirically investigated the investment priorities and weighting differences of impact investors.

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Characteristics of Leuconostoc spp. isolated from radish kimchi and its immune enhancement effect (무김치에서 분리한 Leuconostoc 속의 특성과 면역증강 효과)

  • Seoyeon Kwak;Seongeui Yoo;Jieon Park;Woosoo Jeong;Hee-Min Gwon;Soo-Hwan Yeo;So-Young Kim
    • Food Science and Preservation
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    • v.30 no.6
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    • pp.1082-1094
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    • 2023
  • The purpose of this study was to examine the characteristics of Leuconostoc spp. isolated from radish kimchi and to investigate the potential for the use of functional ingredients by evaluating enzymatic characteristics, safety, and immune-enhancing effects among the isolates, including Lactobacillus rhamnosus ATCC53103 (LGG) as a control strain. All test strains exhibited β-glucosidase enzyme activity that releases β-1,4 sugar chain bonds. In addition, as a result of antibiotic resistance assay among the isolates, MIC values on 8 antibiotics were below compared to the EFSA standard, and hemolytic experiments confirmed that all showed gamma hemolysis without hemolytic ability. As a result of the antibacterial activity experiment, the Leu. mesenteroides K2-4 strain showed a higher activity than LGG against Bacillus cereus and Staphylococcus aureus. Additionally, the activity of the NF-kB/AP-1 transcription factor increased when the isolates were treated in macrophage RAW cells. These results were related to increasing the high mRNA expression levels on TNF-α and IL-6 by Leu. mesenteroides K2-4 strain to be treated at low concentration. Consequently, we suggest that it will be useful as a candidate for functional food ingredients.

A study on Convergence Weapon Systems of Self propelled Mobile Mines and Supercavitating Rocket Torpedoes (자항 기뢰와 초공동 어뢰의 융복합 무기체계 연구)

  • Lee, Eunsu;Shin, Jin
    • Maritime Security
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    • v.7 no.1
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    • pp.31-60
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    • 2023
  • This study proposes a new convergence weapon system that combines the covert placement and detection abilities of a self-propelled mobile mine with the rapid tracking and attack abilities of supercavitating rocket torpedoes. This innovative system has been designed to counter North Korea's new underwater weapon, 'Haeil'. The concept behind this convergence weapon system is to maximize the strengths and minimize the weaknesses of each weapon type. Self-propelled mobile mines, typically placed discreetly on the seabed or in the water, are designed to explode when a vessel or submarine passes near them. They are generally used to defend or control specific areas, like traditional sea mines, and can effectively limit enemy movement and guide them in a desired direction. The advantage that self-propelled mines have over traditional sea mines is their ability to move independently, ensuring the survivability of the platform responsible for placing the sea mines. This allows the mines to be discreetly placed even deeper into enemy lines, significantly reducing the time and cost of mine placement while ensuring the safety of the deployed platforms. However, to cause substantial damage to a target, the mine needs to detonate when the target is very close - typically within a few yards. This makes the timing of the explosion crucial. On the other hand, supercavitating rocket torpedoes are capable of traveling at groundbreaking speeds, many times faster than conventional torpedoes. This rapid movement leaves little room for the target to evade, a significant advantage. However, this comes with notable drawbacks - short range, high noise levels, and guidance issues. The high noise levels and short range is a serious disadvantage that can expose the platform that launched the torpedo. This research proposes the use of a convergence weapon system that leverages the strengths of both weapons while compensating for their weaknesses. This strategy can overcome the limitations of traditional underwater kill-chains, offering swift and precise responses. By adapting the weapon acquisition criteria from the Defense force development Service Order, the effectiveness of the proposed system was independently analyzed and proven in terms of underwater defense sustainability, survivability, and cost-efficiency. Furthermore, the utility of this system was demonstrated through simulated scenarios, revealing its potential to play a critical role in future underwater kill-chain scenarios. However, realizing this system presents significant technical challenges and requires further research.

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Antioxidant, Antimicrobial and Anti-inflammatory Effects of Anemarrhena asphodeloides Extracts using Supercritical Extraction (초임계 추출을 이용한 지모추출물의 항산화, 항균, 항염 효과)

  • 안규민;박수인;김민기;신문삼
    • Journal of Investigative Cosmetology
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    • v.14 no.4
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    • pp.455-462
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    • 2018
  • This study aimed to investigate the antioxidant, antimicrobial and anti-inflammatory effects of Anemarrhena asphodeloides extracts using supercritical extraction. In the antioxidant test, the total concentration of polyphenol compounds was determined to be 22.58 mg/g (supercritical extraction), 18.75 mg/g (ethanol extraction) and 17.69 mg/g (hydrothermal extraction). The DPPH radical scavenging effects were 89.84% (ethanol extraction) and 64.86% (supercritical extraction) at 2000 mg/L. ABTS radical scavenging ability had an IC50 value at 250~500 mg/L for supercritical extraction, higher than that for hydrothermal and ethanol extractions. At 1000 mg/L, elastase inhibition rates were 64.08% for ethanol extraction and 45.84% for supercritical extraction. The antimicrobial effect of the supercritical extraction was higher than that of hydrothermal and ethanol extractions. NO production with stimulated LPS was decreased in a concentration-dependent manner and, at 20 ㎛/mL, NO production was reduced by 77% for supercritical extraction compared with 46% (ethanol extract) and 63% (hydrothermal extract). Here, we confirmed that superficial extracts of Anemarrhena asphodeloides displayed excellent antioxidant, antimicrobial and antiinflammatory effects and have potential to be used as a safe and natural cosmetic material in the future.

Inhibitory Effect of Kailan (Brassica oleracea L.) Extract on LPS-Induced Inflammatory Response in Macrophages (카이란(Brassica oleracea L.) 추출물의 대식세포 내에서 LPS에 의한 염증 반응 억제 효과)

  • DanHee Yoo;In Chul Lee
    • Microbiology and Biotechnology Letters
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    • v.52 no.3
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    • pp.255-263
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    • 2024
  • In this study, antioxidant and anti-inflammatory activity was studied to confirm the value of kailan (Brassica oleracea L.) as a natural material for cosmetics. For this study measure the antioxidative activity, total polyphenol content was measured, and DPPH and ABTS scavenging activity assays were conducted. As a result of measuring the total polyphenol content of hot water extract of kailan (KRD) and 70% ethanol extract of kailan (KRE), it was found to contain 124.3 mg TAE/100 g and 144.1 mg TAE/100 g, respectively. As a result of DPPH and ABTS radical scavenging ability, it was confirmed that the efficacy was concentration dependent. After treating the cells with LPS, a stimulant, for 2 hours, an experiment was conducted by treating RAW 264.7 cells with KRD and KRE at concentrations of 10, 50, and 100 ㎍/ml. The nitric oxide production inhibitory activity of KRD and KRE showed an inhibitory effect of about 30% at a concentration of 100 ㎍/ml. Cells cultured for 18 hours after stimulant treatment were obtained and used in experiments. The cells obtained in this way were lysed, protein and mRNA were extracted, and the expression of inflammatory mediators' inducible nitric oxide synthase (iNOS) and cyclooxygenase-2 (COX-2) was confirmed. It was confirmed that the protein mRNA expression of iNOS and COX-2, measured through western blot and reverse transcription-PCR, was inhibited in a concentration-dependent manner. Based on this, it is judged that has the potential to be used as a natural material in cosmetics.

A Study on the Relationship Between Online Community Characteristics and Loyalty : Focused on Mediating Roles of Self-Congruency, Consumer Experience, and Consumer to Consumer Interactivity (온라인 커뮤니티 특성과 충성도 간의 관계에 대한 연구: 자아일치성, 소비자 체험, 상호작용성의 매개적 역할을 중심으로)

  • Kim, Moon-Tae;Ock, Jung-Won
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.4
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    • pp.157-194
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    • 2008
  • The popularity of communities on the internet has captured the attention of marketing scholars and practitioners. By adapting to the culture of the internet, however, and providing consumer with the ability to interact with one another in addition to the company, businesses can build new and deeper relationships with customers. The economic potential of online communities has been discussed with much hope in the many popular papers. In contrast to this enthusiastic prognostications, empirical and practical evidence regarding the economic potential of the online community has shown a little different conclusion. To date, even communities with high levels of membership and vibrant social arenas have failed to build financial viability. In this perspective, this study investigates the role of various kinds of influencing factors to online community loyalty and basically suggests the framework that explains the process of building purchase loyalty. Even though the importance of building loyalty in an online environment has been emphasized from the marketing theorists and practitioners, there is no sufficient research conclusion about what is the process of building purchase loyalty and the most powerful factors that influence to it. In this study, the process of building purchase loyalty is divided into three levels; characteristics of community site such as content superiority, site vividness, navigation easiness, and customerization, the mediating variables such as self congruency, consumer experience, and consumer to consumer interactivity, and finally various factors about online community loyalty such as visit loyalty, affect, trust, and purchase loyalty are those things. And the findings of this research are as follows. First, consumer-to-consumer interactivity is an important factor to online community purchase loyalty and other loyalty factors. This means, in order to interact with other people more actively, many participants in online community have the willingness to buy some kinds of products such as music, content, avatar, and etc. From this perspective, marketers of online community have to create some online environments in order that consumers can easily interact with other consumers and make some site environments in order that consumer can feel experience in this site is interesting and self congruency is higher than at other community sites. It has been argued that giving consumers a good experience is vital in cyber space, and websites create an active (rather than passive) customer by their nature. Some researchers have tried to pin down the positive experience, with limited success and less empirical support. Web sites can provide a cognitively stimulating experience for the user. We define the online community experience as playfulness based on the past studies. Playfulness is created by the excitement generated through a website's content and measured using three descriptors Marketers can promote using and visiting online communities, which deliver a superior web experience, to influence their customers' attitudes and actions, encouraging high involvement with those communities. Specially, we suggest that transcendent customer experiences(TCEs) which have aspects of flow and/or peak experience, can generate lasting shifts in beliefs and attitudes including subjective self-transformation and facilitate strong consumer's ties to a online community. And we find that website success is closely related to positive website experiences: consumers will spend more time on the site, interacting with other users. As we can see figure 2, visit loyalty and consumer affect toward the online community site didn't directly influence to purchase loyalty. This implies that there may be a little different situations here in online community site compared to online shopping mall studies that shows close relations between revisit intention and purchase intention. There are so many alternative sites on web, consumers do not want to spend money to buy content and etc. In this sense, marketers of community websites must know consumers' affect toward online community site is not a last goal and important factor to influnece consumers' purchase. Third, building good content environment can be a really important marketing tool to create a competitive advantage in cyberspace. For example, Cyworld, Korea's number one community site shows distinctive superiority in the consumer evaluations of content characteristics such as content superiority, site vividness, and customerization. Particularly, comsumer evaluation about customerization was remarkably higher than the other sites. In this point, we can conclude that providing comsumers with good, unique and highly customized content will be urgent and important task directly and indirectly impacting to self congruency, consumer experience, c-to-c interactivity, and various loyalty factors of online community. By creating enjoyable, useful, and unique online community environments, online community portals such as Daum, Naver, and Cyworld are able to build customer loyalty to a degree that many of today's online marketer can only dream of these loyalty, in turn, generates strong economic returns. Another way to build good online community site is to provide consumers with an interactive, fun, experience-oriented or experiential Web site. Elements that can make a dot.com's Web site experiential include graphics, 3-D images, animation, video and audio capabilities. In addition, chat rooms and real-time customer service applications (which link site visitors directly to other visitors, or with company support personnel, respectively) are also being used to make web sites more interactive. Researchers note that online communities are increasingly incorporating such applications in their Web sites, in order to make consumers' online shopping experience more similar to that of an offline store. That is, if consumers are able to experience sensory stimulation (e.g. via 3-D images and audio sound), interact with other consumers (e.g., via chat rooms), and interact with sales or support people (e.g. via a real-time chat interface or e-mail), then they are likely to have a more positive dot.com experience, and develop a more positive image toward the online company itself). Analysts caution, however, that, while high quality graphics, animation and the like may create a fun experience for consumers, when heavily used, they can slow site navigation, resulting in frustrated consumers, who may never return to a site. Consequently, some analysts suggest that, at least with current technology, the rule-of-thumb is that less is more. That is, while graphics etc. can draw consumers to a site, they should be kept to a minimum, so as not to impact negatively on consumers' overall site experience.

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Primiparas만 Perceptions of Their Delivery Experience and Their Maternal-Infant Interaction : Compared According to Delivery Method (초산모의 분만유형별 분만경험에 대한 지각과 모아상호작용 과정에 관한 연구)

  • 조미영
    • Journal of Korean Academy of Nursing
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    • v.20 no.2
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    • pp.153-173
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    • 1990
  • One of the important tasks for new parents. especially mothers, is to establish warm, mutually affirming interpersonal relationships with the new baby in the family, with the purpose of promoting the healthy development of the child and the wellbeing of the whole family. Nurses assess the quality of the behavioral characteristics of the maternal-infant interaction. This study examined the relationships between primiparas pereptions of their delivery experience and their maternal infant interaction. It compared to delivery experience of mothers having a normal vaginal delivery with those having a casearean section. The purpose was to explore the relationships between the mother's perceptions of her delivery experience with her maternal infant interaction. The aim was to contribute to the development of theoretical understanding on which to base care toward promoting the quality of maternal-infant interaction. Data were collected directly by the investigator and a trained associate from Dec. 1, 1987 to March 8, 1988. Subjects were 3 random sample of 62 mothers, 32 who had a normal vaginal delivery and 30 who had a non-elective cesarean section (but without other perinatal complications) at three general hospitals in Seoul. Instruments used were the Stainton Parent -infant Interaction Scale(1981) and the Marut and Mercer Perception of Birth Scale(1979). The first observations were made in the delivery room (for vaginally delivered mothers only), followed by day 1, day 2, day 3, and 2 weeks, 4 weeks, 6 weeks and 8 weeks after birth, for a total of 7-8 contacts(Cesarean section mothers were observed on days 4 and 5 but the data not used for analysis). Observations in the hospital were made during the hour prior to scheduled feedings. The infant was placed beside the mother. Later contacts were made at home. Data analysis was done by computer using as SPSS program and indulded X² test, paired t-test, t-test, and Pearson Correlation coefficient ; the results were as follows. 1. Mothers who had a normal vaginal delivery tended to perceive the delivery experience more positively than cesarean section mothers(p=0.002). The finding supported the hypothesis I that perception of delivery would vary according to the method of delivery. Mothers' perceptions of birth were classified into three dimensions, labor, delivery and the bady. There was a significantly different and positive perception by the vaginally delivered mothers to the delivery experience(p=0.000) but no differences for labor or the bady according to the delivery method(p=0.096, p=0.389), 2. Mothers who had a normal vaginal delivery had higher average maternal-infant interaction scores(p=0.029) than mothers who had a cesarean section. There were similar higher scores for the 1st day(p=0.042), 2nd day (p=0.009), and the 3rd day(p=0.006) after delivery but not for later times. The findings supported the hypothesis Ⅱ that there would be differences in maternal-infant interaction for mothers having vaginal and cesarean section deliveries. However these differences deccreased section deliveries. However these differences decreased over time . by eight weeks the scores for vaginal delivery mothers averaged 8.1 and for cesarean section mothers, 7.9. 3. The more highly positive the pereption of the delivery experience, the higher the maternal-infant interaction score for all subjects(F=.3206, p=.006). The findings supported the hypothesis Ⅲ that there would be correlations between perceptions of delivery and maternal-infant interaction. The maternal infant interaction was highest when the perception of the bady and deliery was positive(r=.4363, p=.000, r=.2881, p=.012). No correlations between perceptions of labor and maternal-infant interaction were found(p=0.062). 4. The daily maternal-infant interaction score for the initial contact after birth to 8 weeks postpartum had the lowest average score 5.20 and the highest 7.98(in a range of 0-10). This subjects group of mothers needed nursing intervention to promote their maternal- infant interaction. The daily scores for the maternal-infant over the period of eight weeks. However, there were significantly different increases in maternal-infant interaction only from the first to second day(p=0.000) and from the fourth to sixth weeks after birth(P=0.000). 5. When the eight items of maternal-infant interaction were evaluated separately, “Expresses feelings about her role as mother” had the highest average score, 1.64(ina range of 0-3)and “Speaks to baby” the lowest, 0.9. All items, with the possible exception of “Expresses feelings about her role as mother”, suggested the subjects' need of nursing intervention to promote maternal-infant interaction. 6. There were positive correlations between certain general charateristis, namely, both a higher economic status(p=0.002) and breast feeding(p=0.202) and maternal - infant interaction. There were positive correlations between a mother's confidence in her role as a mother and the perception of the birth experience(p=0.004). For mothers who had a cesarean section, a positive perception of the birth experience was related to the duration of her marriage(p=0.010), a wanted pregnancy (P=0.030) and her confidence in her role as a mother(p=0.000). Pereptions of birth for mothers who had a normal vaginal delivery were positive than those for mothers who had a cesarean section. The level of maternalinfant interaction for mothers delivered vaginally was higher than for cesarean section mothers. The relationship between perception of birth and materanalinfant interaction was confirmed. Cesarean section has an impact on the mother's perceived experience of birth which, in turn, is positively related to maternal-infant in turn, is positively related to maternal-infant interaction. Nursing intervention to enhance maternal-infant interaction should begin in prenatal classes with an exploration of the potential impact of cesarean section on the perceptions of the birth experience and continue throughout the perinatal and post-natal periods to promote the mother's ability to control with this crisis experience and to mobilize social support. Nursing should help transform a relatively negatively perceived experience into an accepted, positively perceived and self affirming experience which enhances the maternal-infant relationship.

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The Effects of the Perceived Motivation Type toward Corporate Social Responsibility Activities on Customer Loyalty (기업사회책임활동적인지인지동기류형대고객충성도적영향(企业社会责任活动的认知认知动机类型对顾客忠诚度的影响))

  • Kim, Kyung-Jin;Park, Jong-Chul
    • Journal of Global Scholars of Marketing Science
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    • v.19 no.3
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    • pp.5-16
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    • 2009
  • Corporate social responsibility (CSR) activities have been shown to be potential factors that can improve corporate image and increase the ability of corporations to compete. However, most previous studies related to CSR activities investigated how these activities influence product and corporate evaluation, as well as corporate image. In addition, some researchers treated consumers' perceptions of corporate motives as moderator variables in evaluating the relationship between corporate social responsibilities and consumer response. However, motive-based theories have some weaknesses. Corporate social responsibility activities cause two motives(egoistic vs. altruistic) for consumers, but recently, Vlachos et al. (2008) argued that these motives should be segmented. Thus, it is possible to transform the original theory into a modified theory model (persuasion knowledge model, PKM). Vlachos et al. (2008) segmented corporate social responsibility motives into four types and compared the effects of these motives on customer loyalty. Prior studies have proved that CSR activities with positive motives have positive influences on customer loyalty. However, the psychological reasons underlying this finding have not been determined empirically. Thus, the objectives of this research are twofold. First, we attempt to determine why most customers favor companies that they feel have positive motives for their corporate social responsibility activities. Second, we attempt to measure the effects of consumers' reciprocity when society benefits from corporate social responsibility activities. The following research hypotheses are constructed. H1: Values-driven motives for corporate social responsibility activities have a positive influence on the perceived reciprocity. H2: Stakeholder-driven motives for corporate social responsibility activities have a negative influence on the perceived reciprocity. H3: Egoistic-driven motives for corporate social responsibility activities have a negative influence on perceived reciprocity. H4: Strategic-driven motives for corporate social responsibility activities have a negative influence on perceived reciprocity. H5: Perceived reciprocity for corporate social responsibility activities has a positive influence on consumer loyalty. A single company is selected as a research subject to understand how the motives behind corporate social responsibility influence consumers' perceived reciprocity and customer loyalty. A total sample of 200 respondents was selected for a pilot test. In addition, to ensure a consistent response, we ensured that the respondents were older than 20 years of age. The surveys of 172 respondents (males-82, females-90) were analyzed after 28 invalid questionnaires were excluded. Based on our cutoff criteria, the model fit the data reasonably well. Values-driven motives for corporate social responsibility activities had a positive effect on perceived reciprocity (t = 6.75, p < .001), supporting H1. Morales (2005) also found that consumers appreciate a company's social responsibility efforts and the benefits provided by these efforts to society. Stakeholder-driven motives for corporate social responsibility activities did not affect perceived reciprocity (t = -.049, p > .05). Thus, H2 was rejected. Egoistic-driven motives (t = .3.11, p < .05) and strategic-driven (t = -4.65, p < .05) motives had a negative influence on perceived reciprocity, supporting H3 and H4, respectively. Furthermore, perceived reciprocity had a positive influence on consumer loyalty (t = 4.24, p < .05), supporting H5. Thus, compared with the general public, undergraduate students appear to be more influenced by egoistic-driven motives. We draw the following conclusions from our research findings. First, value-driven attributions have a positive influence on perceived reciprocity. However, stakeholder-driven attributions have no significant effects on perceived reciprocity. Moreover, both egoistic-driven attributions and strategic-driven attributions have a negative influence on perceived reciprocity. Second, when corporate social responsibility activities align with consumers' reciprocity, the efforts directed towards social responsibility activities have a positive influence on customer loyalty. In this study, we examine whether the type of motivation affects consumer responses to CSR, and in particular, we evaluate how CSR motives can influence a key internal factor (perceived reciprocity) and behavioral consumer outcome (customer loyalty). We demonstrate that perceived reciprocity plays a mediating role in the relationship between CSR motivation and customer loyalty. Our study extends the research on consumer CSR-inferred motivations, positing them as a direct indicator of consumer responses. Furthermore, we convincingly identify perceived reciprocity as a sub-process mediating the effect of CSR attributions on customer loyalty. Future research investigating the ultimate behavior and financial impact of CSR should consider that the impacts of CSR also stem from perceived reciprocity. The results of this study also have important managerial implications. First, the central role that reciprocity plays indicates that managers should routinely measure how much their socially responsible actions create perceived reciprocity. Second, understanding how consumers' perceptions of CSR corporate motives relate to perceived reciprocity and customer loyalty can help managers to monitor and enhance these consumer outcomes through marketing initiatives and management of CSR-induced attribution processes. The results of this study will help corporations to understand the relative importance of the four different motivations types in influencing perceived reciprocity.

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