• Journal of Intelligence and Information Systems
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• v.27 no.2
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• pp.55-78
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• 2021

Tosolve complex and diverse social problems and ensure the quality of life of individuals, social robots that can interact with humans are attracting attention. In the past, robots were recognized as beings that provide labor force as they put into industrial sites on behalf of humans. However, the concept of today's robot has been extended to social robots that coexist with humans and enable social interaction with the advent of Smart technology, which is considered an important driver in most industries. Specifically, there are service robots that respond to customers, the robots that have the purpose of edutainment, and the emotionalrobots that can interact with humans intimately. However, popularization of robots is not felt despite the current information environment in the modern ICT service environment and the 4th industrial revolution. Considering social interaction with users which is an important function of social robots, not only the technology of the robots but also other factors should be considered. The design elements of the robot are more important than other factors tomake consumers purchase essentially a social robot. In fact, existing studies on social robots are at the level of proposing "robot development methodology" or testing the effects provided by social robots to users in pieces. On the other hand, consumer emotions felt from the robot's appearance has an important influence in the process of forming user's perception, reasoning, evaluation and expectation. Furthermore, it can affect attitude toward robots and good feeling and performance reasoning, etc. Therefore, this study aims to verify the effect of appearance of social robot and consumer emotions on consumer's attitude toward social robot. At this time, a social robot design evaluation model is constructed by combining heterogeneous data from different sources. Specifically, the three quantitative indicator data for the appearance of social robots from the ABOT Database is included in the model. The consumer emotions of social robot design has been collected through (1) the existing design evaluation literature and (2) online buzzsuch as product reviews and blogs, (3) qualitative interviews for social robot design. Later, we collected the score of consumer emotions and attitudes toward various social robots through a large-scale consumer survey. First, we have derived the six major dimensions of consumer emotions for 23 pieces of detailed emotions through dimension reduction methodology. Then, statistical analysis was performed to verify the effect of derived consumer emotionson attitude toward social robots. Finally, the moderated regression analysis was performed to verify the effect of quantitatively collected indicators of social robot appearance on the relationship between consumer emotions and attitudes toward social robots. Interestingly, several significant moderation effects were identified, these effects are visualized with two-way interaction effect to interpret them from multidisciplinary perspectives. This study has theoretical contributions from the perspective of empirically verifying all stages from technical properties to consumer's emotion and attitudes toward social robots by linking the data from heterogeneous sources. It has practical significance that the result helps to develop the design guidelines based on consumer emotions in the design stage of social robot development.

• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.51-89
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• 2007

INTRODUCTION Due to the high broadband internet penetration rate and its group-oriented culture, various types of online communities operate in Korea. This study use 'Uses and Gratification Approach, and argue that members' usage-needs satisfaction with brand community is an important factor for promoting community commitment. Based on previous studies identifying the effect of brand image on consumers' responses to various marketing stimuli, this study hypothesizes that brand image can be a moderate variable affecting the relationship between usage-needs satisfaction with brand community and members' commitment to brand community. This study analyzes the influence of usage-needs satisfaction on brand community commitment and how apparel brand image affects the relationships between usage-needs satisfactions and community commitments. The hypotheses of this study are proposed as follows. H1-3: The usage-needs satisfaction of apparel brand community (interest, transaction, relationship needs) influences emotional (H1), continuous (H2), and normative (H3) commitments to apparel brand communities. H4-6: Apparel brand image has a moderating effect on the relationship between usage-needs satisfaction and emotional (H4), continuous (H5), and normative (H6) commitments to apparel brand communities. METHODS Brand communities founded by non-company affiliates were excluded and emphasis was placed instead on communities created by apparel brand companies. Among casual apparel brands registered in 6 Korean portal sites in August 2003, a total of 9 casual apparel brand online communities were chosen, depending on the level of community activity and apparel brand image. Data from 317 community members were analyzed by exploratory factor analysis, moderated regression analysis, ANOVA, and scheffe test. Among 317 respondents answered an online html-type questionnaire, 80.5% were between 16 to 25 years old. There were a total of 150 respondents from apparel brand communities(n=3) recording higher-than-average brand image scores (Mean > 3.75) and a total of 162 respondents from apparel brand communities(n=6) recording lower-than-average brand image scores(Mean < 3.75). In this study, brand community commitment was measured by a 5-point Likert scale: emotional, continuous and normative commitment. The degree of usage-needs satisfaction (interest, transaction, relationship needs) was measured on a 5-point Likert scale. The level of brand image was measured by a 5-point Likert scale: strength, favorability, and uniqueness of brand associations. RESULTS In the results of exploratory factor analysis, the three usage-needs satisfactions with brand community were classified as interest, transaction, and relationship needs. Brand community commitment was also divided into the multi-dimensional factors: emotional, continuous, and normative commitments. The regression analysis (using a stepwise method) was used to test the influence of 3 independent variables (interest-needs satisfaction, transaction-needs, and relationship-needs satisfactions) on the 3 dependent variables (emotional, continuous and normative commitments). The three types of usage-needs satisfactions are positively associated with the three types of commitments to apparel brand communities. Therefore, hypothesis 1, 2, and 3 were significantly supported. Moderating effects of apparel brand image on the relationship between usage-needs satisfaction and brand community commitments were tested by moderated regression analysis. The statistics result showed that the influence of transaction-needs on emotional commitment was significantly moderated by apparel brand image. In addition, apparel brand image had moderating effects on the relationship between relationship-needs satisfaction and emotional, continuous and normative commitments to apparel brand communities. However, there were not significant moderate effects of apparel brand image on the relationships between interest-needs satisfaction and 3 types of commitments (emotional, continuous and normative commitments) to apparel brand communities. In addition, the influences of transaction-needs satisfaction on 2 types of commitments (continuous and normative commitments) were not significantly moderated by apparel brand image. Therefore, hypothesis 4, 5 and 6 were partially supported. To explain the moderating effects of apparel brand image, four cross-tabulated groups were made by averages of usage-needs satisfaction (interest-needs satisfaction avg. M=3.09, transaction-needs satisfaction avg. M=3.46, relationship-needs satisfaction M=1.62) and the average apparel brand image (M=3.75). The average scores of commitments in each classified group are presented in Tables and Figures. There were significant differences among four groups. As can be seen from the results of scheffe test on the tables, emotional commitment in community group with high brand image was higher than one in community group with low brand image when transaction-needs satisfaction was high. However, when transaction-needs satisfaction was low, there was not any difference between the community group with high brand image and community group with low brand image regarding emotional commitment to apparel brand communities. It means that emotional commitment didn't increase significantly without high satisfaction of transaction-needs, despite the high apparel brand image. In addition, when apparel brand image was low, increase in transaction-needs did not lead to the increase in emotional commitment. Therefore, the significant relationship between transaction-needs satisfaction and emotional commitment was found in only brand communities with high apparel brand image, and the moderating effect of apparel brand image on this relationship between two variables was found in the communities with high satisfaction of transaction-needs only. Statistics results showed that the level of emotional commitment is related to the satisfaction level of transaction-needs, while overall response is related to the level of apparel brand image. We also found that the role of apparel brand image as a moderating factor was limited by the level of transaction-needs satisfaction. In addition, relationship-needs satisfaction brought significant increase in emotional commitment in both community groups (high and low levels of brand image), and the effect of apparel brand image on emotional commitment was significant in both community groups (high and low levels of relationship-needs satisfaction). Especially, the effect of brand image was greater when the level of relationship-needs satisfaction was high. in contrast, increase in emotional commitment responding to increase in relationship-needs satisfaction was greater when apparel brand image is high. The significant influences of relationship-needs satisfaction on community commitments (continuous and normative commitments) were found regardless of apparel brand image(in both community groups with low and high brand image). However, the effects of apparel brand image on continuous and normative commitments were found in only community group with high satisfaction level of relationship-needs. In the case of communities with low satisfaction levels of relationship needs, apparel brand image marginally increases continuous and normative commitments. Therefore, we could not find the moderating effect of apparel brand image on the relationship between relationship-needs satisfaction and continuous and normative commitments in community groups with low satisfaction levels of relationship needs, CONCLUSIONS AND IMPLICATIONS From the results of this study, we draw several conclusions; First, the increases in usage-needs satisfactions through apparel brand communities result in the increases in commitments to apparel brand communities, wheres the degrees of such relationship depends on the level of apparel brand image. That is, apparel brand image is a moderating factor strengthening the relationship between usage-needs satisfaction and commitment to apparel brand communities. In addition, the effect of apparel brand image differs, depending on the level and types of community usage-needs satisfactions. Therefore, marketers of apparel brand companies must determine the appropriate usage-needs, depending on the type of commitment they wish to increase and the level of their apparel brand image, to promote member's commitments to apparel brand communities. Especially, relationship-needs satisfaction was very important factor for increasing emotional, continuous and normative commitments to communities. However the level of relationship-needs satisfaction was lower than interest-needs and transaction-needs. satisfaction. According to previous study on apparel brand communities, relationship-need satisfaction was strongly related to member's intention of participation in their communities. Therefore, marketers need to develope various strategies in order to increase the relationship- needs as well as interest and transaction needs. In addition, despite continuous commitment was higher than emotional and normative commitments, all types of commitments to apparel brand communities had scores lower than 3.0 that was mid point in 5-point scale. A Korean study reported that the level of members' commitment to apparel brand community influenced customers' identification with a brand and brand purchasing behavior. Therefore, marketers should try to increase members' usage-needs satisfaction and apparel brand image as the necessary conditions for bringing about community commitments. Second, marketers should understand that they should keep in mind that increasing the level of community usage needs (transaction and relationship) is most effective in raising commitment when the level of apparel brand image is high, and that increasing usage needs (transaction needs) satisfaction in communities with low brand image might not be as effective as anticipated. Therefore, apparel companies with desirable brand image such as luxury designer goods firms need to create formal online brand communities (as opposed to informal communities with rudimentary online contents) to satisfy transaction and relationship needs systematically. It will create brand equity through consumers' increased emotional, continuous and normative commitments. Even though apparel brand is very famous, emotional commitment to apparel brand communities cannot be easily increased without transaction-needs satisfaction. Therefore famous fashion brand companies should focus on developing various marketing strategies to increase transaction-needs satisfaction.

• Women's Health Nursing
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• v.7 no.2
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• pp.212-228
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• 2001

This is a cross-sectional descriptive correlation study that aimed to understand the relationship between the level of sexual contacts during the dates and psycho-social factors in teenage girls who have or had boyfriends. The purpose of this study was to describe the relationship between sexual contacts and self-esteem and self- assertiveness. The subjects of the study were 6,130 teenage girls who have or had boyfriends. They were selected convienently 12,733 teenage girls from 254 secondary schools located in 7 large cities and 9 provinces in Korea. A structured questionaire was used it included items one general characteristics, the levels of sexual contacts, self-esteem and self-assertiveness. Seven levels of sexual contacts were rated they were holding a hand, putting arms around each other's shoulders, kiss, french kiss, touching breast, petting genitalia, and sexual intercourse during the dates. Self-esteem and self-assertiveness were measured by the "Self-esteem scale" of Rogenberg (1971) and the questionaires developed by S. B. Chang et al(2000), respectively. The self-reported questionaires were collected from October 2, to October 28, 2000 and analyzed by using SPSS 10.0 Program. The data were analyzed by descriptive statistics, reliability, One-way ANOVA with Duncan method & Scheffe method. The results of the analysis were as follows. 1.An average Percentage of the respondents who have (46.1%) or had (53.9%) boyfriends was 48.1% (n=6,130) and the most common sexual contact during the dates was french kiss (26.7%, n=1,634). While 7.5%(458) of respondents had a sexual intercourse, 13.7%(842) of respondents didn't have any sexual contact during the dates. 2. Distribution of starting point of the first sexual contact demonstrates that 1,950 respondents (31.8%) held partner's hand at the first date and 1,367 respondents (22.3%) put arms around each other's shoulders at the 2nd or 3rd date. Sexual contacts such as kiss, french kiss, touching breast, petting genitalia, or sexual intercourse were experienced mostly at the later than the 10th date. However, surprisingly large number(1.7%) of respondents had genital contact and sexual intercourses at the first date. 3. The means of self-esteem and self-assertiveness socres of the respondents who have or had boyfriends are 27.43$({\pm}4.03)$ and 17.96$({\pm}2.55)$, respectively. The range of scores for self esteem was 10-40, 40 with most self esteem. The range of scores for self assertiveness was 7-21, 21 with most self assertiveness. 4. As sexual contacts proceeded, the means of self-esteem and self-assertiveness values decreased. In detail, the respondents having no or light sexual contacts (kiss, putting arms around each other's shoulder, holding a hand) had similar self-esteem values($p{\leq}0.05$). However, ones having relatively intensive sexual contacts (french kiss, touching breast) showed significantly lower self-esteem values($p{\leq}0.05$). Same trend has been obtained for self-assertiveness value. 5. The higher values of self-esteem and self-assertiveness values the respondents had, the later they started the moderate sexual contact (kiss, french kiss) during the dates. Interestingly, among the respondents having intensive sexual contacts (petting genitalia, sexual intercourse) during the dates, those who experienced the such contacts at the first date or later than 10th date have higher self-esteem and self-assertiveness values than one experienced the such contacts during the 2nd$\sim$9th dates, giving U-shape curve. 6. There was a significant relationship between self-esteem and self-assertiveness in girls who have or had boyfriends($P{\leq}.001$). In conclusion, the research shows that self-esteem and self-assertiveness values are significantly related with the sexual contacts of the teenage girls who have or had boyfriends. These results strongly suggest that proper sex education program for teenage girls should contain the program on improving the self-esteem and self-assertiveness. We believe that sex education program is the one of the best ways to prevent the unwanted sexual contacts and pregnancy of teenage girls.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.12 s.138
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• pp.1596-1604
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• 2004

Quality Function Deployment(QFD) is a product development tool which ensures that the voice of the customer needs is heard and translated into products. To develop a sensible brassiere for middle-aged women QFD was adopted. In this study the applicability and usefulness of QFD was examined through the engineering design process for a sensible brassiere for middle-aged women. The customer needs for the wear comfort of brassiere was made by one-on-one survey of 100 women who aged 30-40. The customer competitive assessment was generated by wearing tests of 10 commercial brassieres. The subjective assessment was conducted in the enviornmental chamber that was controlled at $28{\pm}1^{\circ}C,\;65{\pm}3\%RH.$ As a results, we developed twenty-one customer needs and corresponding HOWs for the wear comfort of brassiere. The Customer Competitive Assessment was generated by wearing tests of commercial brassiere. The subjective measurement scale and dimension for the evaluation of sensible brassiere were extracted from factor analysis. Four factors were fitting, aesthetic property, pressure sensation, displacement of brassiere due to movement. The most critical design parameter was wire-related property and second one was stretchability of main material of brassiere. Also, wearing comfort of brassiere was affected by the interaction of initial stretchability of wing and support of strap. Engineering design process, QFD was applicable to the development of technical and aesthetic brassieres.

• Journal of KIISE:Databases
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• v.32 no.4
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• pp.452-472
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• 2005

We propose XIR-Branching, a novel method for processing partial match queries on heterogeneous XML documents using information retrieval(IR) techniques and novel instance join techniques. A partial match query is defined as the one having the descendent-or-self axis '//' in its path expression. In its general form, a partial match query has branch predicates forming branching paths. The objective of XIR-Branching is to efficiently support this type of queries for large-scale documents of heterogeneous schemas. XIR-Branching has its basis on the conventional schema-level methods using relational tables(e.g., XRel, XParent, XIR-Linear[21]) and significantly improves their efficiency and scalability using two techniques: an inverted index technique and a novel prefix match join. The former supports linear path expressions as the method used in XIR-Linear[21]. The latter supports branching path expressions, and allows for finding the result nodes more efficiently than containment joins used in the conventional methods. XIR-Linear shows the efficiency for linear path expressions, but does not handle branching path expressions. However, we have to handle branching path expressions for querying more in detail and general. The paper presents a novel method for handling branching path expressions. XIR-Branching reduces a candidate set for a query as a schema-level method and then, efficiently finds a final result set by using a novel prefix match join as an instance-level method. We compare the efficiency and scalability of XIR-Branching with those of XRel and XParent using XML documents crawled from the Internet. The results show that XIR-Branching is more efficient than both XRel and XParent by several orders of magnitude for linear path expressions, and by several factors for branching path expressions.

• Journal of Yeungnam Medical Science
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• v.4 no.2
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• pp.39-50
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• 1987

The authors studied paranoid ideation and obsession, using Derogatis s' SCL-90, in the subjects of 2,564 male and 1,252 female college freshmen of Yeungnam University. The authors collected the reports of Self-Rating Paranoid ideation and Obsession Scale during the periods from January to February, 1987, and applied ANOVA and t-test on paranoid ideation and obsession scores in order to compare them between various psychosocial factors, and sexes. The results are as follows: 1. There was not significant difference in the mean averages of total paranoid ideation scores between male and female students : male students scored $4.16{\pm}3.09$, female students scored $4.16{\pm}2.91$. 2. High scored items were delusion and suspiciousness. 3. Fifty-nine male students (2.3%) showed high paranoid ideation scores of 12 or higher, while twenty-six female students(2.1%) showed the same scores. 4. There was strong tendency toward higher paranoid ideation scores in the students who were dissatisfied with their home atmosphere, college, department and familiarity of parents and those who had pessimistic view of self in the past, present or future in both group(respectively P<0.001). The male students who believed protestantism showed higher level of paranoid ideation scores (P<0.01). The male students who attened the department of fine art showed higher level of paranoid ideation scores (P<0.05). 5. There was significant difference in the mean averages of total obsession scores between male and female students (P<0.05) : male students scored $10.40{\pm}5.43$, female students scored $10.75{\pm}5.02$. 6. High scored Items were perfectionism, indecisiveness, inattention & obsessive thoughts. 7. Thirty-eight male students(1.6%) showed high obsession scores of 25 or higher, while fifteen female students(1.2%) showed the same scores. 8. There was strong tendency toward higher obsession scores in the students who were dissatisfied with their home atmosphere, college, department and familiarity of parents and those who had pessimistic view of self in the past, present, or future in both group(respectively P<0.001). The female students who attended the department of home economics & whose educational fees were paid by her brothers & sister, showed higher level of obsession scores(respectively P<0.01).

• Economic and Environmental Geology
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• v.45 no.3
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• pp.277-294
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• 2012

The characteristics of temporal spacial radon variation in soil according to parent rock type and affecting factors were studied in Busan, Korea. The concentration of $^{222}Rn$ in soils and their parent elements ($^{226}Ra$,$^{228}Ra$, U and Th) in rocks and soils were measured at 24 sites in Busan area. The distribution and transportation behavior of these parent elements were analyzed and their correlations to radon concentration in soil were determined. Topographic effects were also evaluated. Two in-situ radon measurement (soil probe and buried tube) methods were applied to measure radon concentration in soil and their accuracies were evaluated. The spatial variation of radon in soil generally reflected U concentration in the parent rock. Average radon concentrations were higher in plutonic rocks than in volcanic rocks and were decreased in the order of felsic>intermediate>mafic rock. However, the radon concentrations were significantly varied in soils developed from same parent rocks due to the disequilibrium of U and $^{226}Ra$ between rock and soil. As results, the correlation of these element concentrations between rocks and soils was very low and radon concentrations in soils had highly co-related to the concentrations of these elements in soils. Th and $^{228}Ra$ show complex enrichment characteristics, differing significantly with U, in soils developed from same parent rock because the geochemical behavior of these elements during weathering and soil developing process was different with U. The radon concentrations in the same depth of soil in slope area were also different according to positions. The radon concentrations in soils developed from same parent rocks (19 sites at Pusan National University) varied 6.8~29.8Bq/L range because of small scale topographic variation. The opposite seasonal variation pattern of radon were observed according to soil properties. It was determined that buried tube method is more accurate method than soil probe method and was very advantageous application for the analysis for the characteristics of temporal spacial radon variation in soil.

• 한국균학회소식:학술대회논문집
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• 2015.05a
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• pp.59-59
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• 2015

Cryptococcus neoformans causes life-threatening meningoencephalitis in humans, but the treatment of cryptococcosis remains challenging. To develop novel therapeutic targets and approaches, signaling cascades controlling pathogenicity of C. neoformans have been extensively studied but the underlying biological regulatory circuits remain elusive, particularly due to the presence of an evolutionarily divergent set of transcription factors (TFs) in this basidiomycetous fungus. In this study, we constructed a high-quality of 322 signature-tagged gene deletion strains for 155 putative TF genes, which were previously predicted using the DNA-binding domain TF database (http://www.transcriptionfactor.org/). We tested in vivo and in vitro phenotypic traits under 32 distinct growth conditions using 322 TF gene deletion strains. At least one phenotypic trait was exhibited by 145 out of 155 TF mutants (93%) and approximately 85% of the TFs (132/155) have been functionally characterized for the first time in this study. Through high-coverage phenome analysis, we discovered myriad novel TFs that play critical roles in growth, differentiation, virulence-factor (melanin, capsule, and urease) formation, stress responses, antifungal drug resistance, and virulence. Large-scale virulence and infectivity assays in insect (Galleria mellonella) and mouse host models identified 34 novel TFs that are critical for pathogenicity. The genotypic and phenotypic data for each TF are available in the C. neoformans TF phenome database (http://tf.cryptococcus.org). In conclusion, our phenome-based functional analysis of the C. neoformans TF mutant library provides key insights into transcriptional networks of basidiomycetous fungi and ubiquitous human fungal pathogens.

• KSCE Journal of Civil and Environmental Engineering Research
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• v.34 no.2
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• pp.549-559
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• 2014

The rapid expansion of cities led to the shortage of housing in urban areas. The government compensated for this shortage through large scale residential developments that increased the housing supply. The supply of condominium apartments remains above 83% of the entire housing supply, and the proportion of apartments are at a steady increase, at about 50%. Due to the increase, illegally parked cars resulting from the shortage of parking spaces within the apartment complex have become increasingly problematic as they block the transit of emergency vehicles, and heighten the tension among neighboring residents in obtaining a parking space. Especially, the future residents are considered to plan the parking based on the estimated demand for parking. However, the parking unit method utilized to estimate the parking demand accounts for the exclusive use of space, which is believed to be far from the parking demands in reality. The reason for this discrepancy is that, as the number of households decrease, and area of exclusive space is expanded, the planned parking increases. On the other hand, when the number of households increase, and the area of exclusive space is reduced, the planned parking decreases, thus methods to recalculate the parking units based on estimated parking demand is an urgent concern. To estimate the parking units based on condominium apartments, this study first examined the existing research literature, and appointed the field of investigation to collect the necessary data. In addition, field study data and surveys collected and analyzed, in order to identify the problems underlying parking units, and problems regarding the current traffic impact assessment parking unit calculation method were deduced. Through identifying the influential factors on parking demand estimates, and performing a factorial analysis based on the collected data, the variables were selected in relation to the parking demand estimates, to develop the parking unit estimate model. Finally, through comparing and verifying the existing traffic impact assessment parking unit estimate against the newly developed model using collected data, a far more realistic parking unite estimate was suggested, reflecting the characteristics of the residents. The parking unit estimate model developed in this study is anticipated to serve as the guidelines for future parking lot legislature, as wel as the basis to provide a more realistic estimate of parking demands based on the resident characteristics of an apartment complex.

• The Journal of Fisheries Business Administration
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• v.17 no.1
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• pp.77-106
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• 1986

In the field of fisheries, there is at the apex Central Federation of Fishery Cooperatives, established under the Fishery Cooperatives Law(1962), It is a multipurpose organization with a membership of 105 cooperatives, 87 regional cooperatives, 15 business-type cooperatives and 3 manufactures' cooperatives. Accordingly, this thesis examines the marketing of fishery cooperatives in Korea, and in particular considers the marketing channel strategy of fisheries products. No company can perform by itself all the activities involved in the production and distribution of its products and services to its final markets. It must work with other firms to get the job done. Thus marketing channel firms of the fisheries products include primarily the fishery cooperatives, the licensed In the field of fisheries, there is at the apex Central Federation of Fishery Cooperatives, established under the Fishery Cooperatives Law (1962). It is a multipurpose organization with a membership of 105 cooperatives, 87 regional cooperatives, 15 business-type cooperatives and 3 manufactures' cooperatives. Accordingly, this thesis examines the marketing of fishery cooperatives in Korea, and in particular considers the marketing channel strategy of fisheries products. No company can perform by itself all the activities involved in the production and distribution of its products and services to its final markets. It must work with other firms to get the job done. Thus marketing channel firms of the fisheries products include primarily the fishery cooperatives, the licensed dealers and the merchant middlemen. The goal of marketing is in matching of segments of supply and demand. Every producer seeks to the link the marketing channel firms that will help it accomplish its objective best. This thesis tries to attempt to improve the present Korean Fishery Cooperatives marketing activities. The purpose of the operation of fishery cooperatives is to guarantee the profits of fisherman as well as the interests of general consumers by eliminating the inordinate profits of middlemen and by narrowing other market margins. Fishery cooperatives marketing activity functions forming a self-helf organization for economic protection of producers themselves, and acting as a market reformational institution through its transaction by group. The following are the characteristics of fishery cooperatives marketing. \circled1 Fishery cooperatives is organized with an economic factor and a personnel factor. \circled2 Fishery cooperatives is non-profit organization. \circled3 The members of fishery cooperatives is independent constitution of economy, but they are closely connected with the cooperative. \circled4 Fishery cooperatives is a mutual aid organization. The objective of an efficient marketing strategy may be well described by the common saying provides the right product at the right time, the right place, and the right price. But it is quite true that the Korean Fishermen's Cooperative can be said to owe its development to the successful implementation of the marketing system. The use of the marketing system has resulted in the following marketing strategy. 1. The direct marketing system. \circled1 The cooperation between the fishery cooperatives and the other cooperative through the collection and delivery center. \circled2 The selling between the fishery cooperatives and the large scale retailers through the process industry. 2. The vertical marketing system. \circled1The fishermen's cooperative to be nominated by wholesaler in the terminal market. \circled2 Contracted vertical marketing system. \circled3 Abolition of selling by double auction in the landing and the terminal market. 3. The physical distribution system. \circled1 The need for adoption of cold chain system to connect production directly to consumption. \circled2 The need for more expansion of landing markets and terminal market facilities. Solutions to the problems of the Korean fishery are made possible through effective functioning of cooperative marketing activities of fishery products. The marketing concept of fishermen's cooperative lies in the satisfaction of consumer needs. According to the marketing concept fishermen's cooperative should try to satisfy customer's needs through a coodinated set of activities that allows the organization to achieve its goal. Providing satisfaction to customers is the major trust of the marketing concept. To do this, a business must find out what will satisfy customers. With this information the cooperative sells to the greatest possible number of customers through the most efficient sales and marketing channels. Economic rationality of fishermen's cooperative marketing lies in reduction of marketing cost and elimination of intermediate institutions. Cooperative marketing and direct marketing are both indispensable marketing factors for a new cooperative organization among the manu ways. The cooperation between the fishermen's cooperative and the others cooperative, and vertical marketing system are the most necessary ones. Propulsion of cooperative marketing system could not be successful without the support of the marketing instituion's help. Consequently, successful cooperative marketing ought to lead to the necessity not only for the improvement of marketing organization, but for the application of a new marketing concept in the fishermen's cooperative.