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Garim Lee,Hye-Young Kim,Kathryn Draeger,Karen Donohue,Greg Schweser,Ren Olive 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Local consumption is considered to have a positive environmental and social impact. A new supply chain strategy has been devised to provide small and medium-sized local farms with enhanced efficiency and accessibility: a bidirectional distribution. Bidirectional distribution is a practice of backhauling local produce on emptied wholesale trucks for redistribution through wholesale markets while employing the existing network of rural stores and wholesale suppliers. Building on the cue utilization theory, this study investigated the effect of product information about bidirectional distribution on consumers’ perceived environmental value, personal well-being value, quality beliefs, and community social and economic value.
미디어 이용시간 및 책 읽기 시간에 따른 아동의 의사소통능력 차이: 군집유형별 분석을 중심으로
김지연(Kim, Jiyeon),이하연(Lee, Hayeon),이가림(Lee, Garim) 한국생활과학회 2021 한국생활과학회지 Vol.30 No.5
The study aimed to explore the difference in childrens communication skills according to their book reading and media use. The data were derived from the research statistics on 1,484 10-year-old children in the 10th Panel Study of Korean Children, by KICCE in 2018. The data were analyzed by t-test, ANOVA, correlation analysis, cluster analysis, and ANCOVA. The results show that in a week, the children spent 5.15 hours in book reading and 13.69 hours in media use. Second, the childrens communication skills gradually decreased as their media usage time increased and increased as their book reading increased. Third, children with low media usage time and high book reading time showed the highest level of communication skills.
The strengths of fashion film series: The effects on character empathy and brand anthropomorphism
Lim Heejin An,Im Hyunjoo,Lee Garim 한국마케팅과학회 2022 Journal of Global Fashion Marketing Vol.13 No.4
Despite the extensive research on the effects of storytelling in ads, studies have neglected to investigate fashion film series. The current research fills this gap, emphasizing the strengths of fashion film series. Previous studies on the effects of repeated exposure provide a framework to understand the superiority of film series (vs repeats). A 1-factor 3-level (fashion films: series vs. repeats vs. control) online experiment reveals that participants who viewed film series showed higher character empathy (marginally significant) and brand anthropomorphism than participants who viewed film repeats or viewed a film once (control condition). Moreover, character empathy mediated the relationship between fashion films and brand anthropomorphism. Furthermore, brand anthropomorphism is associated with brand love. The study shows that exposure to diverse stories about a character is more effective than repetitive stories in strengthening the consumer-brand relationship.
Jennifer Huh,Hye-Young Kim,Garim Lee 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
As interactive marketing devices that serve as proximity-marketing tools, AI-powered voice assistants (VA) provide consumers with highly innovative convenience, which in turn fosters consumer–brand relationships (Wang, 2021). This research aims to explore the role of AI-powered VAs as a positive technology that offers consumers a sense of positive experiences, thus contributing to building a consumer-brand relationship. Based on the positive technology paradigm and transformation of flow strategy, this research conducted a 2 (locus of agency: high, machine-centric vs. low, human-centric) by 2 (brand image and voice congruency effect: incongruent vs. congruent) between-subjects experimental design. Then, ANOVA and structural equation modeling (SEM) analysis were conducted to explain how perceived control, flow, and happiness induced by the interaction with brands’ AI-powered VAs lead to the formation of brand loyalty under the moderating influences of brand image and VA’s voice congruency. A total of 316 participants were recruited via Prolific. The ANOVA analysis highlights the importance of user-centric agency, as people tend to desire to control their environment (White, 1959). Further, the results suggest that the congruency between brand image and VAs also leads people to positive reactions, as it improves their comfort and control (Rodero, Larrea, & V?zquez, 2013). SEM analysis results found that perceived control was a crucial factor that led participants to flow experience (Ghani et al., 1991). Further, this study found that perceived control could lead to a much broader aspect, such as an increase in happiness. Therefore, the overall study findings support the potential of AI-powered VAs as a positive technology. This research contributes to human-machine interaction, positive technology paradigm, and VA literature. In addition, this study provides beneficial insights for marketers and app developers.
airGRdatassim을 이용한 앙상블 기반 수문자료동화 기법의 비교 및 불확실성 평가
이가림,이송희,김보미,우동국,노성진,Lee, Garim,Lee, Songhee,Kim, Bomi,Woo, Dong Kook,Noh, Seong Jin 한국수자원학회 2022 한국수자원학회논문집 Vol.55 No.10
Accurate hydrologic prediction is essential to analyze the effects of drought, flood, and climate change on flow rates, water quality, and ecosystems. Disentangling the uncertainty of the hydrological model is one of the important issues in hydrology and water resources research. Hydrologic data assimilation (DA), a technique that updates the status or parameters of a hydrological model to produce the most likely estimates of the initial conditions of the model, is one of the ways to minimize uncertainty in hydrological simulations and improve predictive accuracy. In this study, the two ensemble-based sequential DA techniques, ensemble Kalman filter, and particle filter are comparatively analyzed for the daily discharge simulation at the Yongdam catchment using airGRdatassim. The results showed that the values of Kling-Gupta efficiency (KGE) were improved from 0.799 in the open loop simulation to 0.826 in the ensemble Kalman filter and to 0.933 in the particle filter. In addition, we analyzed the effects of hyper-parameters related to the data assimilation methods such as precipitation and potential evaporation forcing error parameters and selection of perturbed and updated states. For the case of forcing error conditions, the particle filter was superior to the ensemble in terms of the KGE index. The size of the optimal forcing noise was relatively smaller in the particle filter compared to the ensemble Kalman filter. In addition, with more state variables included in the updating step, performance of data assimilation improved, implicating that adequate selection of updating states can be considered as a hyper-parameter. The simulation experiments in this study implied that DA hyper-parameters needed to be carefully optimized to exploit the potential of DA methods.
Changes in Vascular Endothelial Growth Factor (VEGF) Induced by the Morris Water Maze Task
오동훈,손현,Byung Woo Kim,Miyeon Choi,Garim Lee,최준식 한국분자세포생물학회 2012 Molecules and cells Vol.33 No.3
The present study was undertaken to evaluate the effects on hippocampal vascular endothelial growth factor (VEGF) levels in rats when they experience hippocampal-depen-dent spatial learning via the Morris water maze (MWM) task. Rats underwent one of two different versions of the MWM: weak or intensive. After one day of intensive training, a highly sensitive enzyme-linked immunosorbent assay (ELISA) was used to measure VEGF protein levels in the hippocampus, cortex, and serum, and higher levels were found in the trained group compared to a naive control group. VEGF levels also increased in rats that swam only for durations equal to the intensive training periods. In contrast, rats trained under the weaker MWM paradigm for five days showed a decrease in hippocampal VEGF protein level. Mimicking increases in neuronal VEGF in the hippo-campus by direct infusion of VEGF into CA1 resulted in up-regulation of the phosphorylation of the cAMP respon-se element-binding (CREB) protein and the Ca2+/calmodulin- dependent protein kinases II (CaMKII). These results su-ggest that VEGF may be a physiological parameter involved in learning procedures that include physical activity.