동일범주 상표들을 여러 제품범주들로 상표를 확장할 때 구매의도에 영향을 미치는 요인들

이성철 한국기업경영학회 2012 기업경영연구 Vol.19 No.5

This study is mainly focused on brand extension elements. This study is classify brand extension elements into brand associations (brand typicality, brand salience and brand dominance) and extension fitness (features similarity, usage similarity, concept similarity and goal similarity). This study investigated effects of brand fitness elements and brand associations on purchase intention of extension products. The main results of this study is following. First, the extension fitness elements (feature similarity, usage similarity, concept similarity and goal similarity) have influenced significantly on purchase intention of extension products. And typicality and salience of brand associations have influence significantly on purchase intension of extension products, but dominance of brand associations have not influence significantly on purchase intension of extension products. Second, brand concept similarity have the most influence on the purchase intention of extension products. Feature similarity, usage similarity and goal similarity have influenced almost equally on purchase intension of extension products. And typicality of brand associations have more influence than salience of brand associations on purchase intension of extension products. Third, Brand concept consistency have the same vector with extension products purchase intention in MDS analysis. Fourth, the brands used in this paper are much popular so maybe consumers think extension products are real existence. If it is real the results are too much reflect mother brand power. In past papers presented significant difference of interaction effects of feature similarity and concept consistency, feature similarity and goal congruency and concept consistency and goal congruency on brand extension. Feature similarity affected more low concept consistency than high concept consistency on purchase intention of brand extension. Also, feature similarity affected more low goal congruency than high goal congruency on purchase intention of brand extension. But concept consistency affected more high goal congruency than low goal congruency on purchase intention of brand extension. And in the other view point, as past paper, participants did not present significant difference in purchase intension of brand extension according to degrees of feature similarity, concept consistency and goal congruency. Concept consistency did not affect on purchase intention of brand extension in low goal congruency. Concept consistency affected on purchase intention of low feature similarity but did not affect on purchase intention of high feature similarity in high goal congruency. Feature similarity did not affect on purchase intention under high concept consistency and high goal congruency. Goal congruency facilitated more concept consistency than feature similarity in brand extension. Finally we have similar research and papers. But the results are don't have same or similar result. Besides a certain paper show reversw result. So we have to fulfill following research in these themes. After making and controlled result, the papers about brand extension are more useful and worth. 본 연구에서는 동일제품범주에 있는 여러 상표들을 여러 다른 제품범주에 동시에 상표를 확장하였을 때에 상표확장의 적합성 요소들인 속성유사성, 사용유사성, 개념유사성 및 목표유사성이 확장상품의 구매의도에 어떤 영향을 미치며, 상표연상의 전형성, 현저성 그리고 지배성이 확장상품의 구매의도에 어떤 영향을 미치 는지를 알아보고자 하였다. 그리하여 확장상품의 구매의도에 대해 적합성 요소들과 상표연상들을 회귀분석 하였다. 본 연구에서 나타난 주된 결과는 다음과 같다. 첫째, 회귀분석 결과에서 상표연상의 적합성 요소들인 속성유사성, 사용유사성, 개념유사성 그리고 목표유사성들이 확장상품의 구매의도에 유의한 영향을 미치는 것으로 나타났다. 또한 상표연상들은 지배성을 제외하고 전형성과 현저성이 확장상품의 구매의도에 정적으로 유의하게 영향을 미치는 것으로 나타났다. 둘째, 상표확장의 적합성 요소들과 상표연상들 가운데에서 개념유사 성이 확장상품의 구매의도에 가장 많은 영향을 미치는 것으로 나타났다. 그 외 속성유사성, 사용유사성 및 목표 유사성은 거의 동일한 수준으로 확장상품의 구매의도에 영향을 미치는 것으로 나타났으며, 상표연상의 전형성 보다 상표연상의 현저성이 확장상품의 구매의도에 더 많은 영향을 미치는 것으로 나타났다. 셋째, 다차원척도 분석에서 확장상품의 구매의도와 개념유사성이 거의 일치하는 것으로 나타났다. 다차원척도분석에서 여러 확장상품들은 적합성 요소들과 구매의도에서 각기 다른 위치를 차지하는 것으로 나타났다

브랜드 확장의 적합성과 시기적 적합성 효과: 브랜드 확장 평가에 대한 확장 적합성, 자아해석, 시간적 거리의 역할을 중심으로

김태엽,유동호 한국기업경영학회 2017 기업경영연구 Vol.24 No.1

Brand extensions are effective strategic marketing devices that reduce consumers’ perceived risk of purchasing new products, although dilution of the existing brand’s image often occurs. An important determinant of brand extension success is consumers’ perceived fit between the parent and extension brand, and prior researches have shown that consumers’ perceived fit varies depending on their traits. In particular, prior researches have shown the effect of self-construal on perceived fit of brand extension. However, their results have been somewhat mixed. This research proposed temporal distance as an important factor that could influence the relationship between brand extension and self-construal. Thus, this research investigated the temporal fit effect (the interaction effect of self-construal and temporal distance) on consumers' perceived fit of brand extension. Using a 3 (extension fit) x 2 (self-construal) x 2(temporal distance) ANCOVA on perceived fit and extension evaluation, we found that self-construal and temporal distance had no impact on perceived fit and extension evaluation when extension fit was high or low (all, p>.1). On the other hand, as our predictions, when extension fit was moderate, consumers with independent self had more positive perceived fit (distant-future: 4.75 vs. near-future: 3.76; F = 4.013, p<.05) and extension evaluation (distant-future: 4.99 vs. near-future: 3.56; F = 10.958, p<.05) in the distant-future condition than in the near-future condition. However, consumers with interdependent self had more positive perceived fit (distant-future: 3.59 vs. near-future: 4.82; F=5.991, p<.05) and extension evaluation (distant-future: 3.67 vs. near-future: 5.12; F=11.349, p<.05) in the near-future condition than in the distant-future condition. Thus, the findings of Study 1 suggested that the temporal fit effect is significant only when extension fit is moderate. In addition, we tested the mediate role of perceived fit using the bootstrapping technique with 10,000 resamples. The results showed that perceived fit mediated the effect of extension fit on extension evaluation (a = -.78, b = .63, a x b = -.49, 95% CI: -.6711 ~ -.3308). However, the findings of Study 2 showed that the temporal fit effect on consumers’ perceived fit was significant, even if extension fit was low, when consumers were motivated to process the extension information. Specifically, self-construal and temporal distance had no impact on perceived fit and extension evaluation when consumers had low motivation to precess the extension information (all, p>.1). On the other hand, when consumers were motivated to process the extension information, consumers with independent self had more positive perceived fit (distant-future: 4.85 vs. near-future: 3.47; F = 4.343, p<.05) and extension evaluation (distant-future: 4.74 vs. near-future: 3.55; F = 5.183, p<.05) in the distant-future condition than in the near-future condition. However, consumers with interdependent self had more positive perceived fit (distant-future: 3.20 vs. near-future: 4.79; F = 11.780, p<.05) and extension evaluation (distant-future: 3.62 vs. near-future: 4.78; F = 7.780, p<.05) in the near-future condition than in the distant-future condition. Finally, we proposed implications for effective brand extension strategies. 브랜드 확장은 신제품 출시가 가지고 있는 위험을 감소시켜 주는 효과적인 마케팅 전략이다. 하지만 브랜드 확장은 모브랜드의 이미지를 희석시킬 수 있다는 부정적인 측면도 함께 존재한다. 이에 선행연구들은 브랜드 확장의 성공에 영향을 주는 가장 중요한 요소로 적합성을 언급하고 있으며, 소비자들의 지각된 적합성은 소비자들의 개인적 성향에 따라 달라질 수 있음을 언급하고 있다. 특히, 선행연구들은 소비자의 자아해석이 브랜드 확장에 대한 지각된 적합성에 영향을 줄 수 있다고 언급하고 있지만 그 결과는 다소 혼재되어 있다. 이에 본 연구는 브랜드 확장과 자아해석의 관계에서 반드시 고려해야 할 요소로 시간적 거리를 제안하였다. 즉, 브랜드 확장 상황에서 소비자의 지각된 적합성에 대한 자아해석과 시간적 거리의 시기적 적합성 효과를 살펴보았다. 연구 결과, 자아해석과 시간적 거리의 시기적 적합성 효과는 확장의 적합성이 중간 수준일 경우에만 나타났다. 확장 적합성이 중간 수준일 때 독립적 자아해석의 소비자들은 가까운 미래보다 먼 미래의 브랜드 확장에서 더 긍정적인 평가를 한 반면, 상호의존적 자아해석의 소비자들은 먼 미래보다 가까운 미래의 브랜드 확장에서 더 긍정적인 평가를 하였다. 하지만 실험 2에서는 비록 확장의 적합성이 낮다 할지라도 소비자들에게 정보를 처리할 동기를 부여해준다면 시기적 적합성 효과가 발생하는 것으로 나타났다.

유인효과가 브랜드 확장 평가에 미치는 영향

곽준식 한국기업경영학회 2009 기업경영연구 Vol.16 No.4

A brand extension is very important and effective marketing strategy to apply consumer’s knowledge with existing brand to new product. Similarity is key element in brand extension. There are feature similarity, image similarity, usage similarity, and goal similarity. Though research on brand extension suggested several moderating factors, little research considered evaluation mode as a moderator. The present research is to examine the effect of attraction effect on similarity judgment in the evaluation of brand extension. Attraction effects is a kind of phenomenon in which choice probability of existing alternative increases when asymmetrically dominated alternative such as absolutely inferior alternative (referred to as AIA) or relatively inferior alternative (referred to as RIA) is added to the existing alternative group. That is. attraction effect increases the share of a target brand, relative to a competitor, when a third alternative is added to the choice set. Asymmetrically dominated alternative is an alternative that the target dominates the third alternative completely but the competitor does not. Advertising with attraction effect is a kind of comparative advertising Advertising with attraction has the attribute of two-sided message comparative advertising because it shows the facts that it is faster but more expensive, compared to competing alternative, and has the attribute of one-sided message comparative advertising at the same time which shows absolute dominance over decoy alternative. The present research looked into whether attraction effect influenced similarity evaluation and purchase intention of extended brand. For this purpose, experiment was conducted with two conditions. One condition was the separate evaluation mode that showed only extended brand advertising in similar extension and dissimilar extension situation. The other condition was the attraction effect mode that showed both extended brand and competitive brands in similar extension and dissimilar extension. The present research found that when parent brand(Google) extended a product in similar category(Google electronic dictionary), The judgment of similarity between the parent brand and extended product is same in the separate evaluation mode versus in the attraction effect mode. However, when parent brand extended a product in dissimilar category(Google ink-jet printer), The judgment of similarity between the parent brand and extended brand are different in the separate evaluation mode versus in the attraction effect mode. That is, participants evaluated the extended product more similarly and favorably in the attraction effect mode than in the separate evaluation mode. Therefore, attraction effect should be considered to be a successful extension. According to the results, the comparative advertising with attraction increases the success probability and decreases marketing cost of extended brand in dissimilar extension. That is, company can makes new products focusing on features that shows attraction effect and new compromising products in dissimilar brand extension. But, in dissimilar brand extension, company have to communicate new product in not separate evaluation mode but attraction effect mode. However, the present research has several limitations. first, the results is hard to generalize because the experiment was conducted with small sample size. Second, Google electronic dictionary and ink-jet printer had a little difference in similarity evaluation. So. Further study is needed to replicate in more dissimilar product category. Third, purchase intension in dissimilar extension was evaluated more positively than purchase intension in similar extension. This result showed because participants’ interest and purchase intention was different according to product category. Further study is needed to conduct with product category that participants’ interest and purchase intention is not different. Finally, purchase intention i... 기존 브랜드 확장 연구는 모 브랜드와 확장 제품간 유사성(적합성)이 높은 경우 확장 브랜드에 대한 평가가 호의적이라는 연구에 국한될 뿐 모 브랜드와 확장 제품간 유사성을 높일 수 있는 방법에 대한 연구는 거의 없는 실정이다. 한편 유인효과는 기존 선택 집합(경쟁브랜드와 자사브랜드)에 자사브랜드에는 절대적으로 열등하거나 상대적으로 열등하지만 경쟁브랜드에 대해서는 열등하지 않은 비대칭적으로 열등한 새로운 브랜드가 선택 집합에 추가되었을 때 이와 비슷한 자사 브랜드의 선택확률이 증가되는 현상으로 수많은 연구에서 검증되었다. 이에 본 연구는 유인효과가 브랜드 확장 평가에 어떠한 영향을 미치는지를 유사성 평가와 구매의도 측면에서 살펴보았다. 이를 위해 유사, 비유사 확장 상황에서 확장 제품만 제시한 경우(단독 평가조건)와 유인효과가 나타날 수 있도록 경쟁 제품과 함께 제시한 경우(유인효과조건)로 나누어 실험을 실시하였다. 실험결과 유사성 평가에 있어 유사 확장의 경우에는 제시방법에 따라 차이가 없지만, 비유사 확장의 경우에는 단독평가 조건보다 유인효과 조건에서 모브랜드와 확장 제품을 더 유사하게 평가하는 것으로 나타났다. 나아가 구매의도에 있어서는 유사, 비유사 확장 모두 단독평가 조건보다 유인효과 조건에서 더 호의적인 것으로 나타나 유인효과가 유사성평가와 관계없이 영향을 미치는 것으로 나타났다. 이러한 결과는 기업이 브랜드 확장 제품 광고를 할 경우 확장제품만 보여주는 것보다는 유인효과를 이용한 비교 광고를 하는 것이 확장 제품의 성공 확률을 높이고, 마케팅 비용을 절감하는 효과적인 광고 전략이라는 시사점을 주고 있다.

모브랜드-확장제품의 유사성, 확장제품가격 및 지각된 위험이 확장제품 평가에 미치는 영향

손영화,양병구,우석봉 한국소비자·광고심리학회 2009 한국심리학회지 소비자·광고 Vol.10 No.4

본 연구는 기존 연구에서 많이 다뤄왔던 모 브랜드와 확장제품간의 브랜드 확장 범주 유사성과 확장제품의 가격에 더해서 확장제품에 대한 소비자의 지각된 위험이 확장제품평가에 어떤 영향을 미치는지를 살펴보았다. 이에 3원 상호작용에 대한 가설을 설정하고, 2×2×2 요인 설계로 각각의 상황에 참가자들을 할당하여, 가설 검증을 실시한 결과, 가설 1-1과 1-2 모두 지지되었다. 가설 1-1의 확장제품 평가에 대한 가설 검증 결과, 유사한 범주로의 확장일 때는 지각위험이 낮을 때보다 높을 때, 즉 이성친구와 같은 친밀한 사람에게 선물을 하는 경우에 저가보다는 고가의 제품을 선호하는 것을 알 수가 있었다. 또한 가설 1-2의 구매의도에 대한 가설 검증 결과 유사한 범주로의 확장일 때는 지각위험이 낮을 때 보다 높을 때 고가 제품에 대한 구매의도가 더 높았으며, 위험이 낮을 때는 저가 제품에 대한 구매의도가 더 높았다. 이러한 결과는 Belk가 브랜드 확장 상황이 아닌 일반적인 제품구매 상황에서 구매목적(선물 구매 vs. 본인 사용을 위한 구매)에 따라 제품가격의 선호에서 차이를 밝혔던 결과가 브랜드 확장 상황에서도 적용이 된다는 것을 보여주었다. 마지막으로 본 연구의 제한점과 후속 연구를 위한 제언을 제시하였다. This research was conducted to investigate the effect of extension similarity, the price of extension product and perceived risk on extension evaluation and purchase intension. Main interest of this research was to clarify the role of perceived risk. That is, how perceived risk moderate the effect of extension similarity and the price of extension product. Extension similarity(2) X price(2) X perceived risk(2) between subjects factorial design was employed. Results supported research hypotheses. In case of high similarity and high perceived risk condition, high priced extension product was preferred to low priced extension product and purchase intension was significantly high. The results reveal that the price preference caused by perceived risk can be generalized to the situation of brand extension. Research limitations and implications of future research were discussed.

한국농촌지도의 연구동향 : A Ten Year Analysis

김진모 한국농촌지도학회 2003 농촌지도와 개발 Vol.10 No.2

The objectives of this study were to examine subject matter topics researched in agricultural extension over a ten year period, to analyze the research methods in detail, and to get some implications for the academic progress of agricultural extension. The data were collected from 197 journal articles published in the Korean Journal of Agricultural Extension from 1994 through 2003. Among them, research topics and methods were analyzed specifically on 123 articles categorized as agricultural extension. Data were summarized using frequencies and percentages. The conclusions acquired from this study were as follows. First of all, the research on agricultural extension had been increased since the 1970s, and it still has not decreased till now. Secondly, the research also has indicated the direction of development from a broad point of view by analyzing the reality at a general level. Therefore, much remains to be done for investigating the reality more scientifically and establishing the theories on the agricultural extension by explaining the reality with many theories from other studies. Thirdly, the study on the agricultural extension mostly has been led by the professors and the agricultural extension workers. Fourth, the study has been focused on macro sides such as extension philosophy, extension systems, extension structure, extension organization and so on. Fifth, the research also has been carried out on the agricultural extension workers and farmers. Finally, most of the research methods were library survey and survey research.

브랜드확장에 대한 내·외현태도가 구입의향에 미치는 영향: 모브랜드-브랜드확장 유사성의 조절효과

주현철,임정섭,강정석 사단법인 인문사회과학기술융합학회 2019 예술인문사회융합멀티미디어논문지 Vol.9 No.10

Brand extension is used by many companies in order to increase their sales volume. Intention to purchase brand extension also enhances brand extension purchase behavior. Hence, the goal of this study is to examine the moderating effect of similarity between a parent brand and its brand extension of the impact of implicit and explicit attitudes toward the brand extension on intention to purchase the brand extension. A sample of 30 females in their 20’s rated implicit (SC-IAT) and explicit attitudes toward and intention to purchase three hypothetical brand extensions with a high, a moderate or a low similarity between a parent brand and its brand extension in an experiment. As a result, for brand extensions with a high or a low similarity, intention to purchase the brand extension was positively influenced by explicit attitude toward the brand extension but not implicit attitude toward the brand extension. However, for brand extension with a moderate similarity, both implicit and explicit attitudes toward the brand extension enhanced intention to purchase the brand extension. Theoretical and practical implications based on this study findings were discussed. 많은 기업이 자사의 매출 증대를 위해서 브랜드확장을 사용하고 있다. 또한 브랜드확장 구입의도는 브랜드확장 구입 행동에 직접적인 영향을 미친다. 이에 본 연구의 목적은 브랜드확장 내현태도와 외현태도가 브랜드확장 구입의향에 미치는 영향에 대한 모브랜드-브랜드확장 유사성의 조절효과를 검증하는 것이다. 본 연구의 실험에 참여한 총 30명의 20대 여성이 세 수준(고, 중, 저)의 모브랜드-브랜드확장 유사성을 가진 가상의 브랜드확장에 대한 내현태도(SC-IAT), 외현태도 및 구입의향을 평가하였다. 그 결과, 고와 저 모브랜드-브랜드확장 유사성 수준의 브랜드확장의 경우, 브랜드확장 외현태도는 브랜드확장 구입의향에 정적인 영향을 미쳤지만 브랜드확장 내현태도는 브랜드확장 구입의향에 영향을 미치지 않았다. 반면 중 모브랜드-브랜드확장 유사성 수준의 브랜드확장의 경우, 브랜드확장 내현태도와 외현태도 모두가 브랜드확장 구입의향에 정적인 영향을 미치는 것으로 나타났다. 본 연구의 결과를 기반으로 한 이론적 그리고 실무적 함의를 논의하였다.

An Empirical Investigation of the Factors Influencing the Brand Extension of Lifebuoy

Shoaib Imtiaz,Jafar Ali,Changsu Kim,Hyun-Sook Ahn 한국디지털융합학회 2016 IJICTDC Vol.1 No.2

This paper investigates the factors affecting the brand extension of lifebuoy i.e. Brand equity, Brand loyalty, Brand image, customer innovativeness, Similarity fit, Brand association and Consumer behaviour. Quantitative approach was utilized in this paper. Data was collected from 150 students enrolled in graduate and post-graduate level programmes in Department of Management Sciences, The Islamia University of Bahawalpur, through convenience sampling approach with the help of structured verified questionnaire. A series of statistical techniques i.e. Cronbach’s alpha, Multicollinearity, Correlation and Regression analysis were applied with the help of software SPSS. The results depicts that extensions into same categories to the original brand tends to be readily accepted. Brand equity and Brand loyalty increases after successful brand extension and are highly positive correlated with brand extension. It also showed the relationship between the brand image and brand extension. Customer innovativeness and consumer behaviour speeds up after successful brand extension. Results showed that Similarity fit have positive effect on brand extension, and also brand extension increases with brand association. Important guiding principle for future research would be to include large pool of respondents for in-depth analysis to understand the effect of culture also. It is suggested that companies should launch extensions with high similarity fit. Moreover, greater effort is required to extend low equity brands. Finally, companies need to know what the perception of consumers about their brands is, and how they evaluate it. It is noted that feedback effects of the same brand extensions can vary due to cultural differences between consumers.

갑상선 유두암 환자에서 경부 림프절 재발에 대한 최소 갑상선외 침습의 임상적 중요성

황성배(Seong-Bae Hwang),류우상(Woo-Sang Ryu),서우형(U-Hyoung Seo),이재복(Jea-Bok Lee),배정원(Jung-Won Bae),구범환(Bum-Hwan Koo) 대한외과학회 2007 Annals of Surgical Treatment and Research(ASRT) Vol.73 No.5

Purpose: Extra-thyroidal extension has been recognized as a poor prognostic factor for increased regional recurrence risk in papillary thyroid carcinoma, and is known to require treatment that is more aggressive. In the recent UICC TNM 6th Classification, an extra-thyroidal extension was divided into a minimal extra-thyroidal extension (T3) and a massive extra-thyroidal extension (T4). The aim of this study was to investigate the clinical effect of a minimal extra-thyroidal extension of a papillary carcinoma for the recurrence of regional cervical lymph nodes. Methods: We retrospectively studied 154 patients with papillary thyroid carcinoma where a thyroidectomy was performed from Feb. 2003 to May. 2006 at the Department of Surgery, with the exclusion of 6 patients with a massive extra-thyroidal extension. We divided the cases into a no extra-thyroidal extension group and a minimal extra-thyroidal extension group according to the grading of the extra-thyroidal extension. The grading of the extra-thyroidal extension was based on both pathological findings and intraoperative surgical findings. Clinicopathological factors associated with each group were analyzed by univariate and multivariate analysis. We divided the cases into two groups according to age (<45 yrs, ≥45 yrs) and lymph node status (positive, negative), and compared each group with regards to disease free survival according to the grading of the extra-thyroidal extension. Results: By univariate analysis, a minimal extra-thyroidal extension was related to lymph node metastasis, tumor size, mutifocality (P<0.05), and was not related to cervical lymph node recurrence statistically (P=0.108). Cervical lymph node recurrence was related to being male, lymph node metastasis and tumor size (P<0.05). By multivariate analysis, a minimal extra-thyroidal extension was independently related to tumor size, multifocality, and lymph node metastasis (P<0.05). In both groups with regards to age and lymph node status, a minimal extra-thyroidal extension was not statistically related to disease free survival (P>0.05). Conclusion: We need to downstage to less than T3 for a minimal extra-thyroidal extension because there is no significant difference in disease free survival according to the grading of an extra-thyroidal extension in patients with papillary thyroid carcinoma.

미술관의 증축 유형과 공간 특성에 관한 연구 - 미국의 미술관을 중심으로 -

임호균,황태주 한국문화공간건축학회 2016 한국문화공간건축학회논문집 Vol.- No.56

Due to the increase in art works and expansion of the role of art galleries and the lack of Exhibition Spaces, the extension of the Museum of Art looks likes inevitable. In this background, the purpose of this study is to investigate the extension type and characteristics of the Museum of Art at America. The results of this study are as follows : First, the extension types of the Museum of Art had five types; horizontal extension, vertical extension, hybrid extension, detached extension and independent extension. Second, the formation and development of the American Museum of Art were began to the advance of commercialism, now these are played the part of the landmark of City as well as the role of awareness and education of citizen. Third, the extension causes of the American Museum of Art were not only the lack of Exhibition Spaces and Museum Storages as well as the needs of Program and the expansion of the spectator facilities, workshops. Forth, the Architects of Modern style or Post-modern style frequently worked out the horizontal or vertical building extension with respect and harmony of th existing building. While, the Comtemporary Architects with a strong personality, created the detached extension or independent extension of the contrast and comparison with the existing building.

대학사회교육에서 원격교육의 활용에 대한 연구

민선영,박성열 建國大學校附設 農業資源開發硏究所 1998 農資源開發論集 Vol.20 No.-

ABSTRACT In the university extension, various educational demands and the demand of open door and flexible education system will increase. These demands can accept by distance education. The use of distance education in university extension will provide opportunity of education to the people by surmount time, special and economical limit. For developing of adult education that becomes involved University Extension, people and university must have cognizance of adult education, The purpose of the study was to analyze the application of distance education in university extension. The main results by this study are as follows. 1. In university extension, for the application of distance education, assembly operation will need. Namely, education course must magnified to the subject to child and youth, And through the distinction of a course of study, gradual development must propelled for the educational demand. 2. The introduction and operation of distance education equipment must propel step by step. With the develop of educational activity by video, TV, two-way video and PC communication, the source of revenue for distance education system and the development of software will need. 3. In the composition of a course of study, Distance education system must operated flexibly for the complement of exist educations fault and for the maximum use of distance education's advantage. 4. The qualitative level of education is concerned by critical appraisement system of student and through the construction of application system of student, the maximum effect of study will need. In the university extension, various educational demands and the demand of open door and flexible education system will increase. These demands can accept by distance education. The use of distance education in university extension will provide opportunity of education to the people by surmount time, special and economical limit. For developing of adult education that becomes involved University Extension, people and university must have cognizance of adult education. The purpose of the study was to analyze the application of distance education in university extension. The main results by this study are as follows. 1. In university extension, for the application of distance education, assembly operation will need. Namely, education course must magnified to the subject to child and youth. And through the distinction of a course of study, gradual development must propelled for the educational demand. 2. The introduction and operation of distance education equipment must propel step by step. With the develop of educational activity by video, TV, two-way video and PC communication, the source of revenue for distance education system and the development of software will need. 3. In the composition of a course of study, Distance education system must operated flexibly for the complement of exist educations fault and for the maximum use of distance education's advantage. 4. The qualitative level of education is concerned by critical appraisement system of student and through the construction of application system of student, the maximum effect of study will need.