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This study explored the determinant variables influence of Chinese consumers' purchase intention towards products featured in Korean TV dramas vis-a-vis product placement (PPL). We invited 248 Chinese adult consumers who had watched Korean TV dramas in last twelve months to participate in this survey. Data analyses were conducted by Cronbach's a reliability test, confirmatory factor analysis, t -test, analysis of variance and hierarchical multiple regression with SPSS ver. 21.0 and AMOS ver. 21.0. We chose PPL effects, product quality perceptions, and product trust as main independent variables. The empirical analysis results demonstrate that female (versus male) and frequency of (or longer time) watching dramas resulted in higher perceived consumer PPL effects, product quality, trust and purchase intention. The positive effects of the product quality and product trust on purchase intentions were confirmed. There are additional mediation effects of product quality perceptions and trust on the relationship between consumer demographic characteristics (gender), TV drama watching conditions (frequency and time) and purchase intention. This research can help Korean corporations produce effective advertising by indicating how PPL affects Chinese consumer consumption behavior. The results are useful for the Chinese government and consumer organizations to improve the domestic consumption environment by developing effective TV drama PPL policies.
본 연구는 소비자의 TV홈쇼핑의 재이용여부를 예측하기 위하여 Davis가 개발한 기술수용모델을 변형 ·확정하여 소비가치가 지각된 이용용이성, 유용성, 만족도와 재구매의도에 미치는 영향을 파악하며, 소비가치와 수용, 만족도와 재구매의도 간의 관계를 탐색해 보았다. 설문조사를 실시하여 최종 501부를 분석에 사용하였으며 구조방정식모형을 통하여 연구가설을 검증하였다. 연구 결과를 요약하면, TV홈쇼핑에 대한 세 가지 소비가치는 지각된 이용용이성과 유용성에 정적인 영향을 미치며, 편의적 가치가 지각된 이용 용이성에 미치는 영향력이 가장 크고, 경제적 가 치는 지각된 유용성에 미치는 영향력이 가장 높았다. 또한 지각된 이용용이성과 지각된 유용성은 만족도에 정적인 영향을 주고, 유용성과 만족도는 재구매의도에 정적인 영향을 주었으므로 TV홈쇼핑의 시스템 개선을 통하여 소비자의 수용, 만족과 재구매의도를 높일 수 있을 것이다. In order to predict the consumers`` repurchasing behavior on TV home shopping, we expanded Davis``s technology acceptance mode (TAM) by using the consumers`` perceived ease of use, perceived usefulness, satisfaction, and repurchase intentions. The present research demonstrated the consumption value is a multidimensional definition construct, and could be divided into three elements, namely economic value, convenience value and hedonic value. Five-hundred and one Korean adult consumers, who purchased products or service on TV home shopping last twelve months, were invited to take part in the online investigation. Data analyses were conducted by descriptive statistical analysis, reliability test, confirmatory factor analysis (CFA) and structural equation modeling (SEM) with SPSS ver. 21.0 and AMOS ver. 21.0. Empirical verification through verifying seven major hypotheses indicate that the data offer substantial supports. First, all the three components of consumption value represent the positive influence on perceived ease of use, and the convenience value has the strongest influence. Only economic value and hedonic value showed significant effect on perceived usefulness, and economic value was much more influential. Second, the perceived ease of use influenced the perceived usefulness positively, and both of which show positive effect on the satisfaction, the perceived usefulness and satisfaction affected the repurchase intentions directly.
In recent times, a number of studies have provided evidence that biotoxins present great potential as antitumor agents, such as snake venom, bee venom, some bacteria toxins and plant toxins, and thus could be used as chemotherapeutic agents against tumors. The biodiversity of venoms and toxins make them a unique source from which novel anticancer agent may be developed. Biotoxins, also known as natural toxins, include toxic substances produced by plants, animals and microorganisms. Here, we systematically list representative biological toxins that have antitumor properties, involving animal toxins, plant toxins, mycotoxins as well as bacterial toxins. In this review, we summarize the current knowledge involving biotoxins and the active compounds that have anti-cancer activity to induce cytotoxic, antitumor, immunomodulatory, and apoptotic effects in different tumor cells in vivo or in vitro. We also show insights into the molecular and functional evolution of biotoxins.
To optimize the number of decomposition layers in wavelet threshold denoising for ultrasonic signals, we propose a self-adaptive algorithm of determining the number of decomposition layers based on singular spectrum analysis and wavelet entropy. First the noise-containing signals are decomposed by discrete wavelet transform. The slope of the singular value spectrum for each layer is estimated. Then the wavelet entropy over the signal subinterval is calculated for each layer. Finally the optimal number of decomposition layer is determined by combining the entropy ratio of detail coefficients to original signal and the slope of the singular value spectrum. The performance of the algorithm is evaluated using signal-to-noise ratio (SNR) and the relative error of the peak value (REPV). Experiment shows that the algorithm can self-adaptively determine the optimal number of decomposition layers and filter out the noise contained in the ultrasonic signals. It not only increases the SNR, but also preserves valuable components of the original signal.
The traditional reliable transport protocols are originally designed for the wired networks, which regard any packet losses as the indication of network congestion and halve their congestion windows to alleviate the traffic overload of network. However, unlike in wired networks, non-congestion losses will severely degrade the performance of traditional transport protocols in wireless networks. Thus some corruption-aware transport protocols have been proposed to overcome the performance degradation caused by corruption. Unfortunately, the corruption-aware transport protocols cannot work in realistic networks up to now since the corrupted packets have been discarded by the link layer checksum mechanisms before they are delivered to transport layer. This paper proposes a technique to overcome this problem without disabling the link layer checksum mechanisms. Simulation results show that the performance of corruption-aware transport protocols are still far better than that of traditional ones while the proposed scheme is applied.