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명품-비명품 브랜드 충성도 형성과정에 대한 비교연구: 인지적 경로와 감정적 경로의 영향력 비교를 중심으로
이태민 한국상품학회 2010 商品學硏究 Vol.28 No.4
본 연구에서는 기능적 가치-브랜드 신뢰-브랜드 충성도로 이어지는 인지적 경로와 상징적 가치-브랜드 감정-브랜드 충성도로 이어지는 감정적 경로의 이중적 경로로 구성된 브랜드 충성도 형성모형을 제시하여, 브랜드 충성도 형성과정을 인지적 관점과 감정적 관점을 모두 고려하여 통합적으로 설명해보고자 하였으며 , 이러한 브랜드 충성도 형성과정에 명품과 비명품 간에 어떠한 구조적 차이점이 존재하는지를 실증적으로 규명하는데 초점을 두었다. 실증결과 브랜드 충성도 형성과정에서 인지적 경로와 감정적 경로가 모두 유의한 것으로 나타나고 있어 전통적인 인지적 관점뿐만 아니라 감정적 관점을 같이 고려하여 소비자의 브랜드 충성도를 설명할 수 있다는 점이 밝혀졌다. 명품여부에 의한 조절효과 검증결과는 명품 브랜드의 경우에는 비명품 브랜드에 비해 상징적 가치-브랜드 감정-브랜드 충성도로 이어지는 감정적 경로계수의 영향력이 더 큰 것으로 나타났다. 하지만 기능적 가치-브랜드 신뢰-브랜드 충성도로 연결되는 인지적 경로계수의 경우는 명품 브랜드와 비명품 브랜드 간에 유의한 차이가 나타나지 않았다. 본 연구는 브랜드 충성도 형성과정을 기능적 가치에 기초한 인지적 경로와 상징적 가치에 기반한 감정적 경로의 이중경로를 통해 설명하고자 하였으며 이러한 브랜드 충성도 형성과정의 구조적 관계가 명품 브랜드와 비명품 브랜드에 따라 차별화된다는 점을 실증적으로 규명했다는 점에서 의의가 있다고 할 수 있다. The purpose of this study is to investigate the moderating role of brand luxury in the brand loyalty formation process. The empirical results show that both the cognitive path (functional value → brand trust → brand loyalty) and the affective path (symbolic value → brand affect → brand loyalty) are significant. Thus, brand loyalty is best described by the hypothesized model in which the two paths are included. The empirical results demonstrate that the affective path coefficient (symbolic value → brand affect → brand loyalty) were greater for luxury brand than for non-luxury brand. However, there was no significant difference in the cognitive path (functional value → brand trust → brand loyalty) between luxury brand and non-luxury brand. Based on these results, implications for effective luxury brand marketing strategy are discussed.
이태민,박철 한국상품학회 2009 商品學硏究 Vol.27 No.3
We examined how eWOM (electronic word-of-mouth) objectivity (factual vs. evaluative) affects perceived credibility. We focused on the moderating role of national culture (Korea vs. the U.S.) and product type (search vs. experience goods). The results of an experiment show that perceived credibility is higher for evaluative eWOM than for the factual eWOM, that Koreans perceive eWOM as being more credible than Americans, and that the perceived credibility is higher for search goods than for experience goods in the U.S. In contrast, in Korea, the perceived credibility is higher for experience goods than for search goods. In addition, the results support the moderating effects of national culture and product types regarding the eWOM objectivity-perceived credibility relationship. Specifically, the impact difference of factual and evaluative eWOM on perceived credibility is higher for the Korean sample than for the U.S. sample. The impact difference of factual and evaluative eWOM on perceived credibility is higher for experience goods than for search goods. Based on these results, implications for international online marketing communication are discussed.
Association of Complex Fractionated Electrograms with Atrial Myocardial Thickness and Fibrosis
이태민,이소령,Myung-Jin Cha,최의근,Seil Oh 대한부정맥학회 2018 International Journal of Arrhythmia Vol.19 No.1
Background and Objectives: Although ablation of complex fractionated atrial electrograms (CFAE) in atrial fibrillation (AF) is one of the strategies for atrial substrate modification, the mechanism behind CFAE as an electrophysiological substrate remains unclear. We investigated structural differences between CFAE sites and their matched non-CFAE sites by comparing their histopathologic characteristics in canine AF models. Methods: Atrial electrograms of four dogs were obtained from the epicardial site. AF was induced through burst atrial pacing at 600 bpm for 30 min. CFAE sites were identified during AF according to patterns visualized on the electrograms, and their matched non-CFAE sites were selected in the adjacent region, within 5 mm of each CFAE site. Tissues were harvested from CFAE sites and their matched non-CFAE sites at various locations in both atria. Histopathologic differences were identified between CFAE and non-CFAE sites. Results: A total of 24 atrial tissues (12 with CFAE, 12 with non-CFAE) were evaluated. The atrial myocardium was significantly thicker at CFAE sites (1757.5±560.5 μm) than at non-CFAE sites (1279.5±337.2 μm) (p=0.036). At CFAE sites, it was filled with a significantly larger amount of fibrotic tissue than at non-CFAE sites (22.8±6.9% versus 7.2±4.7%, p<0.001). Results were consistent across various tissue locations. The distribution of autonomic nerve innervation was similar between CFAE and non-CFAE sites. Conclusion: This study provides a better understanding of histological characteristics of CFAE sites, namely a thicker wall and greater amount of fibrosis. These findings may be associated with the development of CFAE and its pathophysiological contribution to AF.
기계학습을 이용한 회화 감성 예측 모델에 관한 분석 연구
이태민 차세대컨버전스정보서비스학회 2021 디지털예술공학멀티미디어논문지 Vol.8 No.3
Techniques for predicting emotions in images have been studied a lot. As machine learning and deep learning technologies developed, more studies were conducted. Among the images, artworks in particular are very related to emotions. In general, artists often put their emotions into their works. Emotions are controlled by artistic features such as symmetry and composition, which combine physical elements such as color and texture. In this study, these features are extracted and analyzed from paintings. Features that are expected to affect emotions in paintings are extracted and used to predict emotions. Various machine learning models are built by extracted physical features such as color, line, texture, etc. and artistic features such as symmetry and color combination from a given painting. Through the built machine learning models, this paper analyze which machine learning models are suitable for the most relevant characteristics and emotional extraction in conversation-emotional predictions. Finally, we verify the legitimacy and accuracy of machine learning models by comparing them with predictive models based on deep learning. 이미지에서 감성을 예측하는 기술들은 많이 연구되어 지고 있다. 기계학습 및 딥러닝 기술들이 발전함에 따라서, 더 많은 연구들이 진행되었다. 이미지중에서도 특히 예술작품들은 감성과의 연관이 매우 크다. 일반적으로 예술가들이 자신의 감성을 작품에 넣는 경우가 많기 때문이다. 이런 감성들은 색상, 질감 등의 물리적 요소들이 결합된 대칭성, 구도 등의 예술적 요소들로 제어가 된다. 본 연구에서는 이런 특징들을 회화로부터 추출 및 분석한다. 회화에서 감성에 영향을 미칠 것으로 예상되는 특징들을 추출하여 이를 감성 예측에 활용한다. 주어진 회화로부터 색상, 선, 질감등의 물리적 특징과, 대칭성, 색상조합 등과 같은 예술적 특징을 추출하여, 다양한 기계학습 모델을 제작한다. 제작된 기계학습 모델들을 통해 회화-감성 예측에서 가장 관련이 깊은 특징들 및 감성 추출에 어울리는 기계학습 모델이 무엇인지 분석한다. 최종적으로 딥러닝 기반의 예측 모델과의 비교를 통해 기계학습 모델의 정당성 및 정확도에 대해 검증한다.
이태민,정새벽,우욱용,최하민,정동혁 한국콘크리트학회 2023 International Journal of Concrete Structures and M Vol.17 No.3
The seismic performance of a concrete column retrofitted with an iron-based shape memory alloy (Fe-SMA) was evaluated under cyclic loading. In addition to structural behavior, internal damage was monitored using an ultrasonic pulse velocity test. The round shapes of three reinforced concrete (RC) columns were tested: a non-retrofitted RC column as a control, a carbon fiber-reinforced polymer (CFRP) column, and an Fe-SMA retrofitted column. During the cyclic loading test, the degradation of the column was defined based on the decrease in compressional wave velocities. The experimental results demonstrated a maximum improvement of 175% in seismic performance of the Fe-SMA retrofitted RC column compared with the controlled column. This is primarily owing to the active constraints of the SMA, which were quantified based on ultrasonic velocities. Furthermore, the surface degradation process was identified using external cracks, which were not visible in the CFRP retrofitted RC column.