• Asia Marketing Journal
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• 제15권1호
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• pp.83-105
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• 2013

During recent decades, the number of mixed attribute products (henceforth mixed products), which have both utilitarian and hedonic benefits, has increased dramatically. Despite these products' growing popularity, academic research has paid little attention to them, and there remains a gap between theory and the real world. Hence, our study was undertaken to understand consumers' perceptions about and behaviors toward mixed products, as well as factors affecting the evaluation and choice of these products. We divided mixed attribute products into two categories: mixed utilitarian products (utilitarian products adding hedonic attributes) and mixed hedonic products (hedonic products adding utilitarian attributes). We then showed how adding different attributes affects consumers' perception, willingness to pay (WTP), and the choice of mixed attribute products compared to pure utilitarian or pure hedonic products. We conducted an experiment using a within-subject design. A total of 160 office workers and college students participated in the study. The pure utilitarian product used in the study was orange juice, and the mixed utilitarian product was carbonated orange juice. The pure hedonic product was chocolate, and the mixed hedonic product was polyphenol enriched chocolate. Results showed that consumers perceived a mixed utilitarian product to be less utilitarian, less pleasurable and more guilty than a pure utilitarian product. On the other hand, a mixed hedonic product was perceived to be more utilitarian, less pleasurable and less guilty than a pure hedonic product. Also, WTP for a mixed hedonic product was higher than WTP for a pure hedonic product, but WTP was lower for a mixed utilitarian product than for a pure utilitarian product. Furthermore, mixed hedonic products were likely to be evaluated more favorably when they were presented together with pure hedonic products, more so than when they were presented alone. Finally, when compared to low self-control participants, high self-control participants chose mixed hedonic products more frequently. The present study contributes to the existing literature on utilitarian and hedonic consumption by adding to the sparse literature on the consumption of products that have both utilitarian and hedonic purposes. Also, our research findings provide several useful implications for practitioners in related fields. First, the current study provides marketers with a useful guide for understanding consumers' perceptions of these types of products, and helps to predict how adding different attributes influences these products. Second, this study has examined the conditions that may moderate the evaluation and choice of hedonic base products and this finding will serve as a good reference for marketers of mixed hedonic products in marketing communication strategy, in-store marketing and targeting. Specifically, comparative advertising with a pure hedonic product will be beneficial for a mixed hedonic product. Also, displaying mixed hedonic products near pure hedonic products may enhance the effectiveness of in-store marketing of mixed hedonic products.

• Journal of the Korean Data and Information Science Society
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• 제23권5호
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• pp.939-948
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• 2012

데이터 마이닝 기법들 중에서 가장 많이 활용되고 있는 연관성 규칙은 방대한 데이터베이스에서 항목간의 관계를 흥미도 측도에 의해 명확히 수치화함으로써 그들간의 관련성을 표시해주는 기법이다. 양의 연관성 규칙 마이닝이 임의의 한 항목이 발생하면 다른 항목도 발생한다는 규칙을 생성하기 위한 기법인 반면에, 음의 연관성 규칙은 어느 항목이 발생하면 다른 항목은 발생하지 않는다는 규칙을 찾아내는 기법이다. 음의 연관성 규칙은 양의 연관성 규칙의 활용과 마찬가지로 고객의 구매 경향 및 마케팅 정책을 제시할 수 있고 교차판매와 매장 진열 등과 같이 타겟 마케팅에 활용 가능하다. 양의 연관성 규칙에 음의 연관성 규칙을 추가하게 되면 어떤 제품을 판매하기 위해서는 그 제품만 마케팅 하는 것뿐만 아니라 더 나아가 그 제품이 아닌 어느 제품을 마케팅 하는것이 필요한지를 판단할 수 있다. 본 논문에서는 기존의 음의 신뢰도의 단점을 보완할 수 있는 음의 기여 순수 신뢰도를 제안한 후, 이에 대해 흥미도 측도가 가져야 할 조건들을 조사하였으며, 예제 데이터를 활용하여 음의 기여 순수 신뢰도의 유용성을 고찰하였다.

• Journal of Advanced Marine Engineering and Technology
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• 제37권7호
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• pp.685-693
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• 2013

The biodiesel used as an alternative fuel for diesel engines is well- known, however the price of the bio-diesel is still higher than conventional diesel oil (DO) by 10% to 15% depending on a kind of bio-oil and a country producing the bio-diesel. One of idea to reduce the price of bio-diesel is to use the pure bio-oil as fuel for marine diesel engines, because to use the pure bio-oil as fuel without the esteritification process can reduce the price of bio-fuel. At present time, some experts in some countries who have been carrying out experiments on the use of pure bio-oil produced from rape seeds, sunflower seeds... as fuel for marine diesel engines have achieved important results. In recent years, at Vietnam Maritime University we also have been using the pure palm oil and its blended fuel (Palm oil and DO) as fuel for marine diesel engines in laboratory and on board of ships. The blended fuel is a mixing fuel of the pure palm oil and diesel oil with content of pure palm oil by 5%, 10%, 15%, 20% and 35%. In this paper, we would like to present some results from our experiments to investigate the impacts of using the palm oil and its blended fuel on the important technical features of the fuel supply system of marine diesel engines such as the fuel supply amount for one cycle, fuel supplying pressure, ignition delay time and so on. The results from the research will be good fundamental parameters to support proper operation of marine diesel engines using bio-oil and blended fuels as alternative fuel in near future.

• 한국표면공학회지
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• 제51권3호
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• pp.164-171
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• 2018

In this study, we have fabricated pure titanium (Ti)/hydroxyapatite (HA) double layer coating on medical grade PEEK from magnetron sputtering system, an investigation was performed whether the surface can be had more improve bio-active for orthopedi/dental applications than that of non-coated one. Pure Ti and HA coating layer were obtained by a radio-frequency and direct current power magnetron sputtering system. The microstructures surface, mechanical properties and wettability of the pure Ti/HA double layer deposited on the PEEK were analyzed by scanning electron microscopy (SEM), energy dispersive X-ray spectroscopy (EDS), X-ray diffraction (XRD), nano-indentation, and contact angle test. According to the EDS and XRD results, the composition and crystal structure of pure Ti and HA coated surface were verified. The elastic modulus and hardness value were increased by pure Ti and HA coating, and the pure Ti/HA double layer coating surface has the highest value. The contact angle showed higher value for pure Ti/HA double layered coating specimens than that of non-coated (PEEK) surface.

• 한국수학교육학회지시리즈B:순수및응용수학
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• 제13권2호
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• pp.95-111
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• 2006

In [6], we have recently proved that an additive inverse semiring S is a Clifford semifield if and only if S is a subdirect product of a field and a distributive lattice. In this paper, we study the matrix semiring over a Clifford semifield.

• 대한수학회보
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• 제39권2호
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• pp.347-357
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• 2002

In this paper, we study the concepts of isocompactness and cl-isocompactness. We generalize a pure space defined by Arhangelskii and get some results on initially K-compact spaces. We also consider open problems related to isocompactness and cl-isocompactness.

• 대한수학회논문집
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• 제12권4호
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• pp.851-854
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• 1997

In this paper we will show that the pure subring R of F-rational ring S is F-rational when R is a one-dimensional ring, or S is a Gorenstein ring. And we will give a condition that a pure subring of an F-rational ring is to be F-rational.

• 대한수학회보
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• 제37권2호
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• pp.377-385
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• 2000

In this paper we find a sufficient condition to guarantee the existence of pure-strategy equilibria in matrix games. In the process of formulating our condition, the alternative theorem of Farkas is used. The formulated condition is necessary and sufficient to the existence of pure-strategy equilibria in undominated matrix games.

• 충청수학회지
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• 제23권3호
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• pp.555-561
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• 2010

For the pure braid groups, this paper gives a positive finite presentation whose generators are the standard Artin generators, and determines whether the submonoid generated by the Artin generators is a Garside monoid or not.

• 호남수학학술지
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• 제46권2호
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• pp.307-312
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• 2024

In this paper, we present useful characterizations for Noetherian modules using the theory of prime submodules.