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가상적 브랜드 교감 척도의 개발과 적용: 브랜디드 VR 및 AR 콘텐츠를 대상으로
조창환,이희준 한국PR학회 2019 PR연구 Vol.23 No.6
<Objectives> This study investigated how consumers experience brands in digital reality environments (i.e., virtual reality and/or augmented reality). In this study, the consumers’ experiences were conceptualized as virtual brand connections (VBCs). <Methods> To investigate the structural relationship between VBC and other variables and to develop a tool to measure VBC, this study used a survey method and analyzed the data using SPSS and AMOS. <Results> The results of this study showed that the VBC is three-dimensional (entertainment and presence, personalized control, two-way communication). In particular, among the subdimensions of VBC, the data showed that the dimensions of ‘entertainment and presence’ and ‘two-way communication’ had significantly positive influences on the perceived narrative transportation, and in turn, strong positive impacts on attitudes toward the branded digital reality content. <Conclusions> This study not only provides a theoretical foundation to understand how consumers interact with brands exposed in digital reality content, but the study has implications for practitioners interested in using digital reality content for branding purposes. <배경 및 목적> 이 연구는 소비자와 디지털 리얼리티 기반의 브랜디드 콘텐츠 내 브랜드 간의 교감을 가상적 브랜드 교감(이하 VBC)으로 새롭게 개념 규정하고 본 개념을 측정하기 위한 척도를 개발할 목적으로 수행되었다. <방법> VBC의 개념 규정과 이를 측정하기 위한 척도의 개발, 그리고 브랜디드 디지털 리얼리티 콘텐츠의 수용 과정에 관여하는 변인들과 VBC 간의 구조적 관계 파악을 위해 자극물을 활용한 설문 조사를 실시하고 SPSS와AMOS를 활용하여 분석하였다. <결과> VBC는 오락적 실재감, 개인화된 통제감, 양방향성의 세 개 요인으로 확인되었다. VBC 하위 차원 중 오락적실재감과 양방향성은 수용자의 지각된 전송에 긍정적인 영향을 미쳤다. 전송은 브랜디드 디지털 리얼리티콘텐츠에 대한 수용자의 태도에 영향을 미치며, 해당 콘텐츠에 대한 태도가 긍정적일수록 구전 의도와 브랜드 태도를 높이는 결과를 보였다. <논의 및 결론> 본 연구는 디지털 리얼리티 환경에서 소비자-브랜드 관계를 객관적으로 탐색할 수 있는 타당성이 검증된 도구를 개발했다는 의의가 있다.
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Ku-band의 소형 지구국용을 위한 8W 고출력 증폭기에 관한 연구
조창환,이찬주,홍의석 한국전자파학회 1996 한국전자파학회논문지 Vol.7 No.1
The 8W hybrid MIC SSPA has been developed in the frequency range from 14.0 GHz to 14.5 GHz for uplink of KOREASAT's earth station. The whole system was designed of two parts with driving amplifier and high power amplifier to simplify the fabrication process. we reduced weight and volum of power amplifier through arranging the bias circuits in the same housing. The realized SSPA has a small signal gain of $26\pm1dB$within 500 MHz bandwidith, and the input and output return losses are over 7dB and 12dB respectively. The output power of 39.0 ~ 39.2dBm is achieved at the 1dB gain compression point of 14 GHz, 14.25 GHz, and 14.5 GHz. That reveals higher power than 8W of design target. The proposed SSPA manufacture techni- ques in this paper can be applied to the implementation of power amplifiers for some radars and SCPC.
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Korean vs. American Corporate Websites : Interactivity, Comparative Appeals and Use of Technology
조창환,전홍식 한국마케팅과학회 2003 마케팅과학연구 Vol.11 No.-
This study is a cross cultural examination of interactivity, comparative advertising, and technology use in Korean and U.S. corporate websites. Utilizing cultural analysis criteria of high vs. low context, power distance and individualism-collectivism, we compared interactivity in U.S. and Korean websites. Our findings indicate that U.S. corporate websites tend to emphasize customer-message and customer-advertiser interactivity, while Korean websites highlight customer-customer interactivity. Findings on comparative advertising strategy indicate that cultural bias represented in U.S. individualism and Korean collectivism leads U.S. web advertisers to utilize direct and indirect comparative advertising more frequently than their Korean counterparts. The results of our technology analysis unexpectedly show that there is no significant difference between the two countries.
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가미옥녀전(加味玉女煎)이 고혈압백서(高血壓白鼠)의 혈압(血壓) 유관인자(有關因子)변화에 미치는 영향(影響)
조창환,안정조,조현경,유호룡,설인찬,김윤식,Jo, Chang-Hwan,An, Joung-Jo,Jo, Hyun-Kyung,Yoo, Ho-Rhyong,Seol, In-Chan,Kim, Yoon-Sik 대한한방내과학회 2010 대한한방내과학회지 Vol.31 No.1
Objective : This study was done to investigate the effect of Gamioknyeo-jeon (GOJ) on spontaneously hypertensive rats. Methods : Spontaneously hypertensive rats were sensitized and challenged with GOJ for 4 weeks. the experimental group was treated with 56.7mg/kg/day of GOJ orally while the control group was treated with 56.7mg/kg/day of normal saline instead. Results : 1. GOJ significantly showed safety against cytotoxicity and toxicity in the liver. 2. GOJ significantly decreased the heart rate and the blood pressure in Spontaneously hypertensive rats. 3. GOJ significantly decreased the levels of aldosterone in Spontaneously hypertensive rats. 4. GOJ significantly decreased the levels of dopamine and norepinephrine in Spontaneously hypertensive rats. 5. GOJ significantly decreased the levels of potassium and chloride in Spontaneously hypertensive rats. 6. GOJ significantly decreased the levels of uric acid, BUN and creatinine in Spontaneously hypertensive rats. Conclusion : These results suggest that GOJ might be useful in treatment of hypertension.
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조창환,이영준,김정현,안정조,조현경,김윤식,설인찬,유호룡,Jo, Chang-Hwan,Lee, Young-Jun,Kim, Jung-Hyun,An, Joung-Jo,Jo, Hyun-Kyung,Kim, Yoon-Sik,Seol, In-Chan,Yoo, Ho-Rhyong 대한중풍순환신경학회 2011 대한중풍.순환신경학회지 Vol.12 No.1
Objective : Therapeutic effect of Balance Appliance of functional cerebrospinal technique (FCST) for meridian and neurologic yinyang balance was observed in one neck pain case. Method : A neck pain one case with 3 months of duration was managed by the Balance Appliance on temporomandibular joint (TMJ), combined with acupuncture and manual medicine. Results : Assessment was made by self assessment of subjective symptoms and clinical observation. The patient reported over-90% remission and returned to ordinary daily life after 1 months of therapy. Conclusions : An impressive effect was observed and further clinical and biological research on FCST is expected.
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