• Title/Summary/Keyword: rate of convergence

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Business Model of Data Service in Broadcasting and Communication Convergence (유비쿼터스시대 방송과 통신의 컨버전스 데이터 서비스 비즈니스 모델)

  • Jung, Chang-Duk;Lee, Ji-Eun
    • Proceedings of the Korean Society of Broadcast Engineers Conference
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    • 2006.11a
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    • pp.245-249
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    • 2006
  • 디지털 컨버전스와 유비쿼터스 시대의 시작은 디지털 미디어 기술의 발전과 방송 통신 사업의 컨버전스를 가속화 시켰으며, 그 결과로DMB, WCDHA, Wibro, IP-TV, HSDPA 등의 새로운 형태의 차세대 제품과 서비스들이 뉴미디어 매체의 핵심으로 등장하고 있다. 국내에서 방송 통신의 컨버전스의 빠른 진행은 세계 최초로 디지털 멀티미디어 방송(DMB) 서비스 시작을 가능하게 하였다. DMB 서비스는 멀티미디어 서비스가 핵심이다. DMB 데이터 서비스인 Broadcasting Website Service(BWS)는 현재 지상파 DMB방송 사업자인 KBS, MBC, SBS, YTNDMB가 본방송 준비 막바지 단계이며, 삼성 전자와 LG전자를 비롯한 단말기 개발사들도 데이터 서비스를 위한 제품 출시에 서두르고 있는 등 DMB 산업의 활성화의 주역이 될 것으로 예상된다. DMB의 데이터 서비스는 뉴스, 날씨, 프로그램 정보 등의 단순 정보보기 수준에 그치지 않고, 리턴 채널을 이용한 양방향 서비스와, SMS, 전화걸기 등 휴대전화 단말의 고유기능과의 연계를 통한 다양한 서비스도 선보일 것이다. 더 나아가 향후 T-Commerce와 개인 광고 등 새로운 비즈니스 모델과 사업영역으로 확산시켜 나갈 수 있을 것이다. 그러나, 아직까지 DMB와 데이터 서비스는 초기단계로서, 표준 기술의 규격 작업, 이론적 논의들, 관련 사업자들의 비즈니스 준비 등에서 검토되어, 실제 사용자들을 대상으로한 연구 분석이 이루어 지지 않았다는 연구의 한계를 가지고 있다. 본격적으로 방송, 통신 컨버전스 데이터 서비스가 시작되면서, 사용자들에 초점을 맞춘 많은 연구가 이루어지길 바라며, 이러한 연구의 분석를 통해 또 다른 새로운 서비스와 비즈니스 기회의 창출을 기대해 본다.여 RD(Rate Distortion) 최적화 기반 모드 결정을 빨리 완료함으로써 고속 프레임간 모드 결정을 가능하게 한다. 제안된 방법은 프레임 간 모드 결정을 고속화함으로써 스케일러블 비디오 부호화기의 연산량과 복잡도를 최대 57%감소시킨다. 그러나 연산량 감소에 따른 비트율의 증가나 화질의 열화는 최대 1.74% 비트율 증가 및 0.08dB PSNR 감소로 무시할 정도로 작다., 반드시 이에 대한 검증이 필요함을 알 수 있었다. 현지관측에 비해 막대한 비용과 시간을 절약할 수 있는 위성영상해석방법을 이용한 방법은 해양수질파악이 가능할 것으로 판단되며, GIS를 이용하여 다양하고 복잡한 자료를 데이터베이스화함으로써 가시화하고, 이를 기초로 공간분석을 실시함으로써 환경요소별 공간분포에 대한 파악을 통해 수치모형실험을 이용한 각종 환경영향의 평가 및 예측을 위한 기초자료로 이용이 가능할 것으로 사료된다.염총량관리 기본계획 시 구축된 모형 매개변수를 바탕으로 분석을 수행하였다. 일차오차분석을 이용하여 수리매개변수와 수질매개변수의 수질항목별 상대적 기여도를 파악해 본 결과, 수리매개변수는 DO, BOD, 유기질소, 유기인 모든 항목에 일정 정도의 상대적 기여도를 가지고 있는 것을 알 수 있었다. 이로부터 수질 모형의 적용 시 수리 매개변수 또한 수질 매개변수의 추정 시와 같이 보다 세심한 주의를 기울여 추정할 필요가 있을 것으로 판단된다.변화와 기흉 발생과의 인과관계를 확인하고 좀 더 구체화하기 위한 연구가 필요할 것이다.게 이루어질 수 있을 것으로 기대된다.는 초과수익률이 상승하지만, 이후로는 감소하므로, 반전거래전략을 활용하는 경우 주식투자기간은 24개월이하의 중단기가 적합함을 발견하였다. 이상의 행태적 측면과 투자성과측면의 실증결과를 통하여 한국주식시장에

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Application of Deep Learning for Classification of Ancient Korean Roof-end Tile Images (딥러닝을 활용한 고대 수막새 이미지 분류 검토)

  • KIM Younghyun
    • Korean Journal of Heritage: History & Science
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    • v.57 no.3
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    • pp.24-35
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    • 2024
  • Recently, research using deep learning technologies such as artificial intelligence, convolutional neural networks, etc. has been actively conducted in various fields including healthcare, manufacturing, autonomous driving, and security, and is having a significant influence on society. In line with this trend, the present study attempted to apply deep learning to the classification of archaeological artifacts, specifically ancient Korean roof-end tiles. Using 100 images of roof-end tiles from each of the Goguryeo, Baekje, and Silla dynasties, for a total of 300 base images, a dataset was formed and expanded to 1,200 images using data augmentation techniques. After building a model using transfer learning from the pre-trained EfficientNetB0 model and conducting five-fold cross-validation, an average training accuracy of 98.06% and validation accuracy of 97.08% were achieved. Furthermore, when model performance was evaluated with a test dataset of 240 images, it could classify the roof-end tile images from the three dynasties with a minimum accuracy of 91%. In particular, with a learning rate of 0.0001, the model exhibited the highest performance, with accuracy of 92.92%, precision of 92.96%, recall of 92.92%, and F1 score of 92.93%. This optimal result was obtained by preventing overfitting and underfitting issues using various learning rate settings and finding the optimal hyperparameters. The study's findings confirm the potential for applying deep learning technologies to the classification of Korean archaeological materials, which is significant. Additionally, it was confirmed that the existing ImageNet dataset and parameters could be positively applied to the analysis of archaeological data. This approach could lead to the creation of various models for future archaeological database accumulation, the use of artifacts in museums, and classification and organization of artifacts.

Evaluation of Growth Inhibition for Microcystis aeruginosa with Ultrasonic Irradiation Time (초음파 조사시간에 따른 Microcystis aeruginosa의 성장억제 평가)

  • Kang, Eun Byeol;Joo, Jin Chul;Jang, So Ye;Go, Hyeon Woo;Park, Jung Su;Jeong, Moo Il;Lee, Dong Ho
    • Ecology and Resilient Infrastructure
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    • v.9 no.3
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    • pp.183-193
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    • 2022
  • The growth inhibitory effect of Microcystis aeruginosa according to the ultrasonic irradiation time was evaluated using a large algae sample volume (10 L) for various ultrasonic irradiation times (0.5, 1, 1.5, 2, 2.5 and 3 hr) at a laboratory scale. Based on the analysis of Chl-a and cell number of M. aerginosa, algae growth inhibition was observed with the decrease in Chl-a and cell number in all experimental groups after the ultrasonic irradiation. For the experimental group (T_B, T_C, T_D) with an ultrasonic irradiation time of less than 2 hours, rapid regrowth of algae was observed after growth inhibition, but the experimental group (T_E, T_F, T_G) with an irradiation time of more than 2 hours successfully inhibited algal growth lasting one or two more days. Based on the comparison of the recovery time to initial cell number the experimental group (T_B, T_C, T_D) took less than 20 days whereas the experimental group (T_E, T_F, T_G) took about 30 days. Correspondingly, the experimental group showed a high first order decay rate (𝜅) in proportion to the ultrasonic irradiation time during the growth inhibition period. Additionally, the specific growth rates (𝜇) during regrowth in the experimental group with irradiation time of more than 2 hours were relatively low compared to those in the experimental group with less than 2 hours. Therefore, ultrasonic irradiation for more than 2 hours is required for long-term (30 days) inhibition of algal growth in stagnant waters. However, the appropriate ultrasonic irradiation time for algae growth inhibition should be determined according to various field conditions such as the volume of stagnant water, water depth, flow rate, algae concentration, etc. Finally, damages to the algal cell surface and cell membrane were clearly observed, and both destruction and disturbance of gas vesicles of M. aeruginosa in the experimental group were discovered, indicating the growth inhibitory effect of Microcystis aeruginosa according to the ultrasonic irradiation time was confirmed.

Analysis of health behavior, mental health, and nutritional status among Korean adolescents before and after COVID-19 outbreak: based on the 2019-2020 Korea National Health and Nutrition Examination Survey (COVID-19 전·후 한국 청소년의 건강행태, 정신건강 및 영양상태 분석: 국민건강영양조사 2019-2020년 자료를 활용하여)

  • Misun Lee ;Sarang Jeong ;Chong-Su Kim ;Yoon Jung Yang
    • Journal of Nutrition and Health
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    • v.56 no.6
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    • pp.667-682
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    • 2023
  • Purpose: This study aimed to investigate the changes in health behavior, mental health, and nutritional status of Korean adolescents before and after the coronavirus disease 2019 (COVID-19) pandemic outbreak. Methods: A total of 800 adolescents (12~18 years old) who participated in the 2019-2020 Korea National Health and Nutrition Examination Survey (KNHANES) were included as study subjects and divided into four groups (204 middle school boys, 172 middle school girls, 219 high school boys, and 205 high school girls). The 2019 and 2020 KNHANES data were classified into data collected before and after the COVID-19 outbreak, respectively. Results: After the COVID-19 pandemic outbreak, middle school boys showed an increased tendency toward becoming overweight and obese, with significantly increased levels of diastolic blood pressure and insulin. While there was no major change in the subjective health status among adolescents, the high school boys showed a significantly decreased physical activity after COVID-19 outbreak. Moreover, the proportion of middle school students feeling a little stressed significantly increased after the COVID-19 outbreak. The rate of skipping breakfast significantly increased in middle school girls, but the rate of having lunch with companions significantly increased among all adolescents after the COVID-19 outbreak. However, the intake of milk, vegetables, fruits, seaweeds, and pulses significantly decreased, although the intake of sugars, beverages, and seasonings significantly decreased as well, during this period. These changes may lead to an increased proportion of adolescents with insufficient intake of nutrients, including potassium, vitamin C, and riboflavin. Conclusion: These results highlight the impact of COVID-19 on comprehensive changes in physical and mental health status, lifestyle behavior, and nutritional status in adolescents, suggesting the need for targeted prevention and intervention for physical and mental well-being during the pandemic.

Comparison of the levels of energy intake from dish and food groups by gender and age among Korean obese adults: data obtained from the 2013-2018 Korea National Health and Nutrition Examination Survey (비만 성인의 성별·연령군에 따른 총 에너지 섭취 대비 식품군·음식군 에너지 섭취비율: 2013-2018년 국민건강영양조사 자료를 활용하여)

  • Cheongmin Sohn;Woori Na;Chaeryeon Kim;Seunghee Choi;Oh Yoen Kim;Jounghee Lee;Mi Ock Yoon;Myoungsook Lee
    • Journal of Nutrition and Health
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    • v.55 no.6
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    • pp.670-683
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    • 2022
  • Purpose: To provide the primary data on dietary guidelines for the management of obesity, we analyzed the intake rate of food groups and dish groups according to obesity and age. Data were obtained from the Korea National Health and Nutrition Examination Survey (KNHANSE, 2013-2018). Methods: This study analyzed the data of 21,184 adults aged 19-64 years, obtained from the KNHANSE 2013-2018. The 24-hour recall was performed and the food groups were classified into six representative food groups (grains, meat·fish·eggs·legumes, vegetables, fruits, milk and dairy, and oil and sugar), and 'alcohol' and 'others'. The dish groups were classified into a total of twenty-four types. Results: The normal group included 9,004 subjects (42.5%), while the obese group had 12,180 subjects (57.5%). The food groups showing significant differences according to obesity were grains (p < 0.001), meat/fish/egg/legumes (p < 0.001), and vegetables (p < 0.001); similar results were obtained in both male and female. Comparing the intake rate of food groups and dish groups targeting only the obese group according to age, the food groups showing significance between the obese group and the normal group were grains (p < 0.001) and vegetables (p < 0.001), with significantly increased intake in both genders. Considering the dish groups, significant increases were determined for stews (p < 0.001), seasoned vegetables (p < 0.001), and kimchi (p < 0.001) in male, and for rice (p < 0.001), seasoned vegetables (p < 0.001), kimchi (p < 0.001), and rice cakes (p < 0.001) in female. Conclusion: The results of this study determined that the intake ratio of food and dish groups differs by age in obese adults. We believe that our results can be used as primary data for forming dietary guidelines for obese adults in the future.

Estimation of Economic Losses on the Agricultural Sector in Gangwon Province, Korea, Based on the Baekdusan Volcanic Ash Damage Scenario (백두산 화산재 피해 시나리오에 따른 강원도 지역 농작물의 경제적 피해 추정)

  • Lee, Yun-Jung;Kim, Su-Do;Chun, Joonseok;Woo, Gyun
    • Journal of the Korean earth science society
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    • v.34 no.6
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    • pp.515-523
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    • 2013
  • The eastern coast of South Korea is expected to be damaged by volcanic ash when Mt. Baekdusan volcano erupts. Even if the amount of volcanic ash is small, it can be fatal on the agricultural sector withering many plants and causing soil acidification. Thus, in this paper, we aim to estimate agricultural losses caused by the volcanic ash and to visualize them with Google map. To estimate the volcanic ash losses, a damage assessment model is needed. As the volcanic ash hazard depends on the kind of a crops and the ash thickness, the fragility function of damage assessment model should represent the relation between ash thickness and damage rate of crops. Thus, we model the fragility function using the damage rate for each crop of RiskScape. The volcanic ash losses can be calculated with the agricultural output and the price of each crop using the fragility function. This paper also represents the estimated result of the losses in Gangwon province, which is most likely to get damaged by volcanic ashes in Korea. According to the result with gross agricultural output of Gangwon province in 2010, the amount of volcanic ash losses runs nearly 635,124 million wons in Korean currency if volcanic ash is accumulated over four millimeters. This amount represents about 50% of the gross agricultural output of Gangwon province. We consider the damage only for the crops in this paper. However, a volcanic ash fall has the potential to damage the assets for a farm, including the soil fertility and installations. Thus, to estimate the total amount of volcanic ash damage for the whole agricultural sectors, these collateral damages should also be considered.

Exploring the Future Direction of School Population Education through Analysis of National Curriculum: Focused on the 7th Curriculum through 2015-Revised Curriculum (교육과정 분석을 통한 학교 인구교육의 미래 방향 탐색: 제7차 교육과정 ~ 2015 개정 교육과정을 중심으로)

  • Wang, Seok-Soon
    • Journal of Korean Home Economics Education Association
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    • v.32 no.2
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    • pp.141-157
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    • 2020
  • This study analyzed the content of national-level curriculum documents for the purpose of reviewing the overall status of population education in elementary and secondary schools in South Korea. Based on the results of the analysis, directions for the future of population education at school were proposed. Both the 2007-Revised Curriculum and the 2009-Revised Curriculum contain the contents of population education as a 'Cross-curricular learning topic' in the general curriculum influenced by the low birth rate and ageing society, yet not in the current 2015-Revised Curriculum. Furthermore, when the curriculum documents for the ten common subjects corresponding to the 'National Common Basic Curriculum' proposed by the 7th Curriculum were examined, only 'Home Economics' curriculum at the secondary school level and 'Social Studies' curriculum at the elementary and the secondary school levels adequately reflected the subject goals, characteristics, contents and achievement standards that correspond to those of population education. Based on the results of the curriculum analysis, the following five directions for population education at school are drawn. First, the purpose of population education at school should be stated using gender-neutral terms of 'response to low-birth and aging society' and it has to be emphasized that it is not to intervene in natural childbirth. Second, the subject which deals directly with the goals, content elements, and achievement standards of population education should be designated as the leading subject for population education. Third, with its inter-disciplinary nature, population education should be able to provide quality contents for convergence education. Fourth, the government should provide policy support to the leading subjects for population education so that more high schools may select the subjects as elective courses. Fifth, teacher education should be improved to enhance teachers' perceptions on population. This study asserts that 'Home economics,' which deals with human daily lives, is an optimal subject that can reflect population education in connection with real life. To this end, policy support should be provided for 'Home economics' so that it may fulfill the mission as a leading subject of population education.

Antiproliferation effects of ethanol extract of garlic peels on human cancer cell lines (마늘껍질 70% 에탄올 추출물의 인간 암세포 증식억제 활성)

  • Son, Dae-Yeul
    • Food Science and Preservation
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    • v.24 no.2
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    • pp.289-293
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    • 2017
  • Ethanol extract of garlic peels (GPE) was investigated for its antiproliferative effects on human cancer cell lines. Human lung cancer cell line A549 treated with $500{\mu}g/mL$ GPE resulted in the growth inhibition of A549 by 90%. In stomach cancer cell AGS proliferation inhibition activity, GPE showed 45% and 71% inhibition of AGS growth at $1,000{\mu}g/mL$ and $2,000{\mu}g/mL$, respectively. GPE inhibited the growth of the breast cancer cells MCF-7 effectively at low concentration and showed 78% and 90% inhibitions of MCF-7 growth at $200{\mu}g/mL$ and $500{\mu}g/mL$, respectively. GPE showed very significant antiproliferation effect on liver cancer cell line Hep3B and inhibited Hep3B cell growth by 57% at $100{\mu}g/mL$, and the inhibition's rate increased up to 87% at $500{\mu}g/mL$. Antiproliferation effect of GPE on colorectal cancer cell HT-29 showed 15% reduction of HT-29 cell growth at $200{\mu}g/mL$ and the growth rate was reduced in a dose dependent manner up to $1,000{\mu}g/mL$. These results indicated that GPE had high antiproliferation effects on breast and liver cancer cell lines at low concentrations ($200{\mu}g/mL$), and by higher concentrations over $500{\mu}g/mL$, GPE inhibited the growth of A549 and HT-29. The results of our study suggested the potential use of garlic peels for use as an excellent antiproliferative substance for human cancer cells.

A Study for Kinetics and Oxidation Reaction of Alcohols using (C10H8N2H)2Cr2O7 ((C10H8N2H)2Cr2O7를 이용한 알코올들의 산화반응과 반응속도에 관한 연구)

  • Park, Young-Cho;Kim, Soo-Jong
    • The Journal of the Convergence on Culture Technology
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    • v.8 no.6
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    • pp.927-933
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    • 2022
  • We synthesized (C10H8N2H)2Cr2O7, The structure of the product was characterized with FT-IR(infrared) and elemental analysis. The oxidation of benzyl alcohol by (C10H8N2H)2Cr2O7 in organic solvents showed that the reactivity increased with the increase of the dielectric constant. The oxidation of alcohols was examined by (C10H8N2H)2Cr2O7 in DMF, acetone. As a resuit, (C10H8N2H)2Cr2O7 was found as efficicent oxidizing agent that converted benzyl alcohol, allyl alcohol, primary alcohol and secondary alcohols to the corresponding aldehydes or ketones(65%~95%). The selective oxidation of alcohols was also examined by (C10H8N2H)2Cr2O7 in DMF, acetone. (C10H8N2H)2Cr2O7 was selective oxidizing agent(15%~95%) of benzyl alcohol, allyl alcohol and primary alcohol in the presence of secondary ones. In the presence of DMF solvent with acidic catalyst such as H2SO4. (C10H8N2H)2Cr2O7 oxidized benzyl alcohol(H) and its derivatives. The Hammett reaction constant(ρ) was -0.69(308K). The observed experimental data were used to rationalize the hydride ion transfer in the rate determining step.

An Empirical Study on Perceived Value and Continuous Intention to Use of Smart Phone, and the Moderating Effect of Personal Innovativeness (스마트폰의 지각된 가치와 지속적 사용의도, 그리고 개인 혁신성의 조절효과)

  • Han, Joonhyoung;Kang, Sungbae;Moon, Taesoo
    • Asia pacific journal of information systems
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    • v.23 no.4
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    • pp.53-84
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    • 2013
  • With rapid development of ICT (Information and Communications Technology), new services by the convergence of mobile network and application technology began to appear. Today, smart phone with new ICT convergence network capabilities is exceedingly popular and very useful as a new tool for the development of business opportunities. Previous studies based on Technology Acceptance Model (TAM) suggested critical factors, which should be considered for acquiring new customers and maintaining existing users in smart phone market. However, they had a limitation to focus on technology acceptance, not value based approach. Prior studies on customer's adoption of electronic utilities like smart phone product showed that the antecedents such as the perceived benefit and the perceived sacrifice could explain the causality between what is perceived and what is acquired over diverse contexts. So, this research conceptualizes perceived value as a trade-off between perceived benefit and perceived sacrifice, and we need to research the perceived value to grasp user's continuous intention to use of smart phone. The purpose of this study is to investigate the structured relationship between benefit (quality, usefulness, playfulness) and sacrifice (technicality, cost, security risk) of smart phone users, perceived value, and continuous intention to use. In addition, this study intends to analyze the differences between two subgroups of smart phone users by the degree of personal innovativeness. Personal innovativeness could help us to understand the moderating effect between how perceptions are formed and continuous intention to use smart phone. This study conducted survey through e-mail, direct mail, and interview with smart phone users. Empirical analysis based on 330 respondents was conducted in order to test the hypotheses. First, the result of hypotheses testing showed that perceived usefulness among three factors of perceived benefit has the highest positive impact on perceived value, and then followed by perceived playfulness and perceived quality. Second, the result of hypotheses testing showed that perceived cost among three factors of perceived sacrifice has significantly negative impact on perceived value, however, technicality and security risk have no significant impact on perceived value. Also, the result of hypotheses testing showed that perceived value has significant direct impact on continuous intention to use of smart phone. In this regard, marketing managers of smart phone company should pay more attention to improve task efficiency and performance of smart phone, including rate systems of smart phone. Additionally, to test the moderating effect of personal innovativeness, this research conducted multi-group analysis by the degree of personal innovativeness of smart phone users. In a group with high level of innovativeness, perceived usefulness has the highest positive influence on perceived value than other factors. Instead, the analysis for a group with low level of innovativeness showed that perceived playfulness was the highest positive factor to influence perceived value than others. This result of the group with high level of innovativeness explains that innovators and early adopters are able to cope with higher level of cost and risk, and they expect to develop more positive intentions toward higher performance through the use of an innovation. Also, hedonic behavior in the case of the group with low level of innovativeness aims to provide self-fulfilling value to the users, in contrast to utilitarian perspective, which aims to provide instrumental value to the users. However, with regard to perceived sacrifice, both groups in general showed negative impact on perceived value. Also, the group with high level of innovativeness had less overall negative impact on perceived value compared to the group with low level of innovativeness across all factors. In both group with high level of innovativeness and with low level of innovativeness, perceived cost has the highest negative influence on perceived value than other factors. Instead, the analysis for a group with high level of innovativeness showed that perceived technicality was the positive factor to influence perceived value than others. However, the analysis for a group with low level of innovativeness showed that perceived security risk was the second high negative factor to influence perceived value than others. Unlike previous studies, this study focuses on influencing factors on continuous intention to use of smart phone, rather than considering initial purchase and adoption of smart phone. First, perceived value, which was used to identify user's adoption behavior, has a mediating effect among perceived benefit, perceived sacrifice, and continuous intention to use smart phone. Second, perceived usefulness has the highest positive influence on perceived value, while perceived cost has significant negative influence on perceived value. Third, perceived value, like prior studies, has high level of positive influence on continuous intention to use smart phone. Fourth, in multi-group analysis by the degree of personal innovativeness of smart phone users, perceived usefulness, in a group with high level of innovativeness, has the highest positive influence on perceived value than other factors. Instead, perceived playfulness, in a group with low level of innovativeness, has the highest positive factor to influence perceived value than others. This result shows that early adopters intend to adopt smart phone as a tool to make their job useful, instead market followers intend to adopt smart phone as a tool to make their time enjoyable. In terms of marketing strategy for smart phone company, marketing managers should pay more attention to identify their customers' lifetime value by the phase of smart phone adoption, as well as to understand their behavior intention to accept the risk and uncertainty positively. The academic contribution of this study primarily is to employ the VAM (Value-based Adoption Model) as a conceptual foundation, compared to TAM (Technology Acceptance Model) used widely by previous studies. VAM is useful for understanding continuous intention to use smart phone in comparison with TAM as a new IT utility by individual adoption. Perceived value dominantly influences continuous intention to use smart phone. The results of this study justify our research model adoption on each antecedent of perceived value as a benefit and a sacrifice component. While TAM could be widely used in user acceptance of new technology, it has a limitation to explain the new IT adoption like smart phone, because of customer behavior intention to choose the value of the object. In terms of theoretical approach, this study provides theoretical contribution to the development, design, and marketing of smart phone. The practical contribution of this study is to suggest useful decision alternatives concerned to marketing strategy formulation for acquiring and retaining long-term customers related to smart phone business. Since potential customers are interested in both benefit and sacrifice when evaluating the value of smart phone, marketing managers in smart phone company has to put more effort into creating customer's value of low sacrifice and high benefit so that customers will continuously have higher adoption on smart phone. Especially, this study shows that innovators and early adopters with high level of innovativeness have higher adoption than market followers with low level of innovativeness, in terms of perceived usefulness and perceived cost. To formulate marketing strategy for smart phone diffusion, marketing managers have to pay more attention to identify not only their customers' benefit and sacrifice components but also their customers' lifetime value to adopt smart phone.