쇼트 클립 플랫폼 콰이(Kwai)에서 크리에이터의 속성과 영상 속성이 광고태도, 브랜드태도 구매의도에 미치는 영향 -여성 화장품 광고를 중심으로-

송샤오레이 ( Song¸ Xiaolei ),김종무 ( Kim¸ Jongmoo ) 커뮤니케이션디자인학회 2021 커뮤니케이션 디자인학연구 Vol.77 No.-

본 연구에서는 중국 쇼트클립 플랫폼(Short Clip Platform) 콰이(Kwai) 여성 화장품 광고에서 크리에이터의 속성(매력성, 전문성, 신뢰성, 유희성)과 영상 속성(상업성, 유희성, 유용성, 상호작용성)이 광고효과(광고태도, 브랜드 태도, 구매의도)에 미치는 영향을 분석 하였다. 분석 결과 첫째, 크리에이터의 매력성, 전문성, 신뢰성은 브랜드 태도에 긍정적인 영향을 주었다. 둘째, 크리에이터의 모든 속성은 광고 태도와 구매의도에 긍정적인 영향을 주었다. 셋째, 영상 모든 속성은 브랜드 태도에 긍정적인 영향을 주었다. 넷째, 영상의 유희성, 유용성, 상호작용성은 광고 태도와 구매의도에 영향을 주었다. 본 연구 결과에 따르면 크리에이터의 속성은 광고 효과에 긍정적인 영향을 주며, 특히 영상의 상업성 또한 브랜드 태도를 제외하고 소비자의 태도와 구매의도에 긍정적인 영향을 주었는데, 이는 영상의 상업성이 소비자에게 강한 부정적 인식을 제공한다는 과거의 연구와는 다른 결과를 보였다. 본 연구 결과는 중국 쇼트클립 플랫폼 연구에 있어 시청자의 태도를 이해하는데 도움을 제공할 것이다. This study analyzed the influence that creator’s properties(attractiveness, profession, reliability, playfulness) and image properties(commerciality, playfulness, usefulness, interactivity) have on advertising effect(advertising attitude, brand attitude, purchase intention) in the advertising for women’s cosmetics in Chinese Short Clip Platform ‘Kwai.’ The result of analysis is as follows. First, creator’s attractiveness, profession, reliability had affirmative influence on brand attitude. Second, creator’s entire properties had affirmative influence on advertising attitude and purchase intention. Third, all image properties had affirmative influence on brand attitude. Fourth, image playfulness, usefulness, interactivity influenced advertising attitude and purchase intention. According to the result of this study, creator’s properties had affirmative influence on advertising effect. Especially, image commerciality had affirmative influence on consumer’s attitude & purchase intention except brand attitude. This showed result different from that of past study which suggested that image commerciality provided consumers with firm negative perception. The result of this study will help understanding viewers’ attitude in studying Chinese Short Clip Platform.

A Flexible 2 - Dimension Orthogonal Spreading Code Design for Multi - rate Parallel Transmission

(Xiao Lei),(Liang Qinglin) 영남대학교 정보통신연구소 2000 차세대 정보통신 국제학술 심포지움 Vol.- No.-

Research on Outdoor Sports and Environmental Sustainable Development Based on Symbiosis Theory

Xiao Lei,Zhang Ying 한국서비스디자인학회 2023 한국서비스디자인학회 학술대회자료집 Vol.2023 No.1

Maximum Likelihood Receivers for DAPSK Signaling

Xiao Lei,Dong Xiaodai,Tjhung Tjeng T. The Korea Institute of Information and Commucation 2006 Journal of communications and networks Vol.8 No.2

This paper considers the maximum likelihood (ML) detection of 16-ary differential amplitude and phase shift keying (DAPSK) in Rayleigh fading channels. Based on the conditional likelihood function, two new receiver structures, namely ML symbol-by-symbol receiver and ML sequence receiver, are proposed. For the symbol-by-symbol detection, the conventional DAPSK detector is shown to be sub-optimum due to the complete separation in the phase and amplitude detection, but it results in very close performance to the ML detector provided that its circular amplitude decision thresholds are optimized. For the sequence detection, a simple Viterbi algorithm with only two states are adopted to provide an SNR gain around 1 dB on the amplitude bit detection compared with the conventional detector.

Numerical Analysis of Leakage Performance of Brush Seal Based on a 2-D Tube Bank Model and Porous Medium Model Considering the Effect of Compressible Gas

Xiaolei Song,Meihong Liu,Jingyao Yang 한국유체기계학회 2022 International journal of fluid machinery and syste Vol.15 No.3

This paper presented a formula for calculating the resistance coefficient of porous medium model of brush seals considering the effect of gas compressibility. Firstly, the 2-D tube bank model is used to calculate the axial resistance coefficient of brush seals. Secondly, the feasibility of the method is validated according to the existing experiment results. The validation results show that this formula is effective for brush seals. Lastly, the pressure distribution and leakage rate of the test brush seal are analyzed. With the presented porous medium model, the pressure drop through the bristle is computed, and the effect of groove of the back plate is addressed. The pressure drop is mainly concentrated on the downstream side of the bristle pack. The groove in the back plate can keep the pressure balance of the bristles back, causing the recovering of the pressure in the last row of bristles. The leakage rate of porous medium model is higher than the 2-d tube bank model, because the 2-D tube bank model only considers the leakage rate of the zone of the fence height. The rotation speed has a little effect on the reduction of the leakage rate.

Structural Characterization and Thermal Behavior of a Novel Energetic Material: 1-Amino-1-(2,4-dinitrophenylhydrazinyl)-2,2-dinitroethylene

Xiaolei Ren,Xiangang Zuo,Kangzhen Xu,Yinghui Ren,Jie Huang,Jirong Song,Bozhou Wang,Fengqi Zhao 대한화학회 2011 Bulletin of the Korean Chemical Society Vol.32 No.7

A novel energetic material, 1-amino-1-(2,4-dinitrophenylhydrazinyl)-2,2-dinitroethylene (APHDNE), was synthesized by the reaction of 1,1-diamino-2,2-dinitroethylene (FOX-7) and 2,4-dinitrophenylhydrazine in Nmethyl pyrrolidone (NMP) at 110 ^oC. The theoretical investigation on APHDNE was curried out by B3LYP/6-311+G^* method. The IR frequencies analysis and NMR chemical shifts were performed and compared with the experimental results. The thermal behavior of APHDNE was studied by DSC and TG/DTG methods, and can be divided into two crystal phase transition processes and three exothermic decomposition processes. The enthalpy, apparent activation energy and pre-exponential factor of the first exothermic decomposition reaction were obtained as −525.3 kJ mol^−1, 276.85 kJ mol^−1 and 10^(26.22) s^−1, respectively. The critical temperature of thermal explosion of APHDNE is 237.7 ^oC. The specific heat capacity of APHDNE was determined with micro-DSC method and theoretical calculation method, and the molar heat capacity is 363.67 J mol^−1 K^−1 at 298.15 K. The adiabatic time-to-explosion of APHDNE was also calculated to be a certain value between 253.2-309.4 s. APHDNE has higher thermal stability than FOX-7.

Spinal Angiolipomas : Clinical Characteristics, Surgical Strategies and Prognosis

Xiaolei Zhang,Sheng Dong,Guoqin Wang,Huifang Zhang,James Jin Wang,Guihuai Wang 대한신경외과학회 2022 Journal of Korean neurosurgical society Vol.65 No.1

Objective : Angiolipomas are usually found in the subcutaneous tissue of the trunk and limbs. Spinal angiolipomas (SALs) are uncommon and have rarely been reported. We report a series of nine SALs patients who received surgical treatment in our department. To summarize the clinical characteristics of SALs, propose our surgical strategies, and evaluate the effects of the operation. Methods : This was a retrospective review of nine SALs patients who received surgical treatment from August 2015 to March 2020. Total or subtotal resection was determined by the axial localization (dorsal or ventral) and the extent of intervertebral foramen involvement. The outcomes were assessed based on the modified Japanese Orthopaedic Association (mJOA) scoring system utilized before surgery and at various follow-up points. Results : Among the nine patients, the mean mJOA score before surgery was 6.6±2.3, compared with 10.1±1.1 at the last follow-up time point (33.4±11.8 months). All patients achieved good outcomes, even in cases of subtotal resection. Conclusion : Early surgical resection of SALs is recommended, and the specific procedures should be determined by the axial localization (dorsal or ventral) and the extent of intervertebral foramen involvement. Most of the patients had a good prognosis, even in cases of subtotal resection.

Robust Backup Path Selection in Overlay Routing with Bloom Filters

( Xiaolei Zhou ),( Deke Guo ),( Tao Chen ),( Xueshan Luo ) 한국인터넷정보학회 2013 KSII Transactions on Internet and Information Syst Vol.7 No.8

Routing overlay offers an ideal methodology to improve the end-to-end communication performance by deriving a backup path for any node pair. This paper focuses on a challenging issue of selecting a proper backup path to bypass the failures on the default path with high probability for any node pair. For existing backup path selection approaches, our trace-driven evaluation results demonstrate that the backup and default paths for any node pair overlap with high probability and hence usually fail simultaneously. Consequently, such approaches fail to derive a robust backup path that can take over in the presence of failure on the default path. In this paper, we propose a three-phase RBPS approach to identify a proper and robust backup path. It utilizes the traceroute probing approach to obtain the fine-grained topology information, and systematically employs the grid quorum system and the Bloom filter to reduce the resulting communication overhead. Two criteria, delay and fault-tolerant ability on average, of the backup path are proposed to evaluate the performance of our RBPS approach. Extensive trace-driven evaluations show that the fault-tolerant ability of the backup path can be improved by about 60%, while the delay gain ratio concentrated at 14% after replacing existing approaches with ours. Consequently, our approach can derive a more robust and available backup path for any node pair than existing approaches. This is more important than finding a backup path with the lowest delay compared to the default path for any node pair.

On Two Versions of Cohen’s Theorem for Modules

Xiaolei Zhang,Wei Qi,김환구 경북대학교 자연과학대학 수학과 2023 Kyungpook mathematical journal Vol.63 No.1

Parkash and Kour obtained a new version of Cohen’s theorem for Noetherian modules, which states that a finitely generated R-module M is Noetherian if and only if for every prime ideal p of R with Ann(M) ⊆ p, there exists a finitely generated submodule N p of M such that pM ⊆ N p ⊆ M(p), where M(p) = {x ∈ M | sx ∈ pM for some s ∈ R \ p}. In this paper, we generalize the Parkash and Kour version of Cohen’s theorem for Noetherian modules to S-Noetherian modules and w-Noetherian modules.

A homological characterization of Pr\"ufer $v$-multiplication rings

Xiaolei Zhang 대한수학회 2022 대한수학회보 Vol.59 No.1

Let $R$ be a ring and $M$ an $R$-module. Then $M$ is said to be regular $w$-flat provided that the natural homomorphism $I\otimes_R M \rightarrow R\otimes_R M$ is a $w$-monomorphism for any regular ideal $I$. We distinguish regular $w$-flat modules from regular flat modules and $w$-flat modules by idealization constructions. Then we give some characterizations of total quotient rings and Pr\"ufer\ $v$-multiplication rings (\PvMR s for short) utilizing the homological properties of regular $w$-flat modules.