Surrogate Internet Shopping Malls

Hyunjoung Lee,Sohyoun Shin,Sanguk Kim 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.2

互联网快速增长,已经成为一个重要的零售渠道,并出现了各种互联网零售商,又称电子零售商。一种网上代购店蓬勃发展起来,吸引了国内市场的消费者。这是一种独特的电子零售商,他们从全球购买国内市场尚未进口的名牌产品,寄给个人购买者,并收取服务费。有些消费者喜欢高端独特但无进口资格的品牌,却因付款问题或国内的寄送问题很难直接从海外零售商处购买。在韩国,网上代购店的数量和销售量快速增长——2008年韩国有超过430个活跃商店和5000亿销售额,需要这种代购服务的消费者数量也在急剧增加。这种电子零售的概念源于“代理中介采购”—一种存在已久的形式和内容多样化的代购。通常市场经营者面对的是购买者的代表人而非本人,由消费者决定的代理购买者影响越来越大。很多市场营销和心理学领域的学者都研究过代理对消费者购买决定的影响范围。然而,在互联网商务方面却没有深入的研究。此外,网上代购店作为代理购买者,将海外品牌或零售商同国内消费者连接起来。它有一个特点,代理购买国,即代购商品所在国的形象对消费者的态度和购买倾向有重要影响,还会影响消费者在进行信息处理时所感知的风险维度。然而,尽管对原产国不同维度的影响已有很多研究,对网络内容的相关研究却很少。已有研究证明,原产国信息作为产品制造情况的线索对消费者的评价有正面影响,但对这种形式下网络代理购买国的形象和产品评价之间的关系进行的研究却很少。因此,作者们发这种具体的零售渠道很值得研究,重点结构间的系统关系以及各自不同的路径很值得探索。已有研究证明代购原产国,也就是代购店购买商品所在地的形象,不仅对消费者的产品评价(包括态度和购买意向)有正面影响,还对感知风险的三个维度有负面影响:产品相关、行员相关、以及购买后的风险。在所有的感知风险中,由于对产品性能的高度不确定性,产品相关的风险受负面形象的影响最大(β= -.30),其次是航运相关风险(β= -.18)和购买后的风险(β= -.15)。对产品态度(β= .10)和购买倾向(β= .14)也有一定影响。此外,经证明,感知风险的三个维度通过对产品的态度作为中介,对购买倾向有负面的的影响(β= -.57: 产品相关风险 → 对产品的态度; β= -.24: 航运相关风险 → 对产品的态度; β= -.44: 购买后风险 → 对产品的态度)。从更多的分析可以看出,消费者处理信息的路径会因其对产品知识的等级不同而改变。新手购买者知识等级$ Internet has grown fast and become one of the most important retail channels now. Various types of Internet retailers, hereafter etailers, have been introduced so far and as one type of Internet shopping mall, 'surrogate Internet shopping mall' has been prosperous and attracting consumers in the domestic market. Surrogate Internet shopping mall is a unique type of etailer that globally purchases well-known brand goods that are not imported in the market, completes delivery in the favor of individual buyers, and collects fees for these specific services. The consumers, who are usually interested in purchasing high-end and unique but not eligible brands, have difficulties to purchase these items overseas directly from the retailers or brands in other countries due to worries of payment failure and no address available for their usually domestic only delivery. In Korea, both numbers of surrogate Internet shopping malls and the magnitude of sales have been growing rapidly up to more than 430 active malls and 500 billion Korean won in 2008 since the population of consumers who want this agent shopping service is also expending. This etail business concept is originated from ‘surrogate-mediated purchase’ and this type of shopping agent has existed in many different forms and also in wide ranges of context level for quite a long time. As marketers face their individual buyers’ representatives instead of a direct contact with them in many occasions, the impact of surrogate shoppers on consumer’s decision making has been enormously important and many scholars have explored various range of agent’s impact on consumer’s purchase decisions in marketing and psychology field. However, not much rigorous research in the Internet commerce has been conveyed yet. Moreover, since as one of the shopping agent surrogate Internet shopping malls specifically connect overseas brands or retailers to domestic consumers, one specific character of the mall’s, image of surrogate buying country, where surrogate purchases are conducted in, may play an important role to form consumers' attitude and purchase intention toward products. Furthermore it also possibly affects various dimensions of perceived risk in consumer's information processing. However, though tremendous researches have been carried exploring the effects of diverse dimensions of country of origin, related studies in Internet context has been rarely executed. There have been some studies that prove the positive impact of country of origin on consumer’s evaluations as one of information clues in product manufacture descriptions, yet studies detecting the relationship between country image of surrogate buying origin and product evaluations rarely undertaken regarding this specific mall type. Thus, the authors have found it well-worth investigating in this specific retail channel and explored systematic relationships among focal constructs and elaborated their different paths. The authors have proven that country image of surrogate buying origin in the mall, where surrogate malls purchase products in and brings them from for buyers, not only has a positive effect on consumers' product evaluations including attitude and purchase intention but also has a negative effect on all three dimensions of perceived risk: product-related risk, shipping-related risk, and post-purchase risk. Specifically among all the perceived risk, product-related risk which is arisen from high uncertainty of product performance is most affected (β= -.30) by negative country image of surrogate buying origin, and also shipping-related risk (β= -.18) and post-purchase risk (β= -.15) get influenced in order. Its direct effects on product attitude (β= .10) and purchase intention (β= .14) are also secured.

아동의 구문발달에 따른 용언의 발달

이현정(Hyunjoung Lee),박창일(Chang IL Park),박은숙(Eun Sook Park),김향희(Hyang Hee Kim) 한국언어청각임상학회 2003 Communication Sciences and Disorders Vol.8 No.1

본 연구의 목적은 아동의 구문능력발달과 용언발달 사이의 관계를 살펴보는 것이다. 두세 낱말을 주로 사용하는 35명의 아동들의 자유놀이에서 자발화를 수집하여 평균낱말길이, 평균형태소길이, 총 용언수, 용언유형수를 산출하였다. 구문구조의 복잡성과 용언어휘습득간의 상관관계를 살펴 보기 위하여 평균발화길이, 총 용언수 및 용언유형수를 산출하였다. 연구 결과, 평균낱말길이 및 평균형태소길이의 증가에 따라 총 용언수와 용언유형수는 모두 유의미하게 증가하여, 아동의 구문복잡성과 용언산출이 동시에 진행되고 있음을 알 수 있다. 이를 평균발화길이에 따라 집단을 나누어 살펴보았을 때, 총 용언수는 모든 집단 내에서 계속적인 증가를 보인 반면, 용언유형수는 집단 2에서만 평균형태소길이의 증가에 따라 유의미한 증가를 보였다. 그리고, 총 용언수는 집단 2와 집단 3 사이에서 뚜렷한 증가를 보였으나, 용언유형수는 집단 1과 집단 3 사이에서만 증가를 보였다. 이를 통해 아동의 용언발달은 평균발화길이에 따라 다르게 진행되며, 용언발달에는 용언의 수를 증대시키는 시기와 이미 습득한 어휘를 활용함으로써 의미습득을 안정화시키는 두 시기가 있음을 가정할 수 있다. Children seem to develop the ability to create syntactic forms by learning and using predicates, composed of adjectives and verbs. The purpose of this study was to investigate the relationships between children’s syntactic ability and the ability of predicate production. Thirty-five children who are mainly using two or three words in an utterance(21 males and 14 females) participated in this study. The mean age of the children is 31.9 months(range: 22-41 month). Subjects were required to play freely with six sets of toys. After gathering the samples of spontaneous speech, we evaluated the MLUw, MLUm, TNP, and NDP. MLUw and MLUm were computed by Korean Computerized Language Analysis, Version 2.0 (KCLA). TNP and NDP were manually calculated. The results were as follows. A significant increase was found in TNP and NDP along with an increase in MLUw and MLUm. The three groups defined in terms of MLUw showed differences. TNP increased successively in each of the three groups, whereas an increase in NDP in MLUm was found only in group II. Moreover, a significant difference in TNP was found only between group II and group III, and that of NDP, between group I and group III. The implication of the study is that children acquire language in two successive periods.

기상요인이 농산물 유통에 미치는 영향에 관한 연구

이현정(Hyunjoung Lee),홍진환(Jinhwan Hong) 한국유통학회 2012 流通硏究 Vol.17 No.5

농업은 타 산업 대비 기상환경에 큰 영향을 받는 산업이다. 기상 상태는 수시로 변화하며, 지역에 따라 서로 다른 특성을 보인다. 또한 이러한 지역적 특성은 그 지역의 농산물의 재배환경에도 영향을 주게 된다. 이러한 특성 때문에 기상이 농업에 미치는 영향에 대해서는 그동안 많은 연구가 이루어져 왔다. 그러나 대부분의 연구가 농작물의 생산에만 초점이 맞춰져, 농작물이 생산에서 유통과정에서 기상요인이 미치는 영향을 통합적으로 살펴본 연구는 매우 부족한 실정이다. 본 연구에서는 대표적인 농작물인 배추를 중심으로, 기상요인이 농산물 유통에 미치는 영향을 분석하였다. 배추는 우리 식탁에서 빼놓을 수 없는 식재료이면서, 기상 변화에 영향을 많이 받는 품목이다. 기상이변으로 배추의 가격이 폭등하게 되면 서민가계에 직접적으로 영향을 받게 된다. 이러한 관점에서 생산과 유통단계별로 기상요인이 배추에 어떠한 영향을 미치는지를 분석하였다. 본 연구에서는 배추의 재배유형별 거래량과 거래가격에 대한 실거래 데이터와 재배시기와 판매지역에 따른 기상요인에 대한 자료를 수집하여, 배추의 도매시장 거래량과 거래가격에 영향을 미치는 기상요인을 파악하고자 하였다. 연구 결과 배추의 생산지 기상요인보다 판매지역 기상요인의 영향이 배추의 거래량과 거래가격에 상대적으로 더 큰 영향을 미치는 것으로 확인되었다. 본 연구의 결과를 바탕으로, 향후 기상요인을 고려한 출하시기와 반입량에 대한 정책적 가이드라인을 제시하여 농산물 수급에 대한 선제적이고 체계적인 대응체제가 구축된다면, 기상변화에 민감한 농산물의 가격안정에 기여할 수 있을 것으로 기대된다. Agriculture is a primary industry that influenced by the weather or meterological factors more than other industry. Global warming and worldwide climate changes, and unusual weather phenomena are fatal in agricultural industry and human life. Therefore, many previous studies have been made to find the relationship between weather and the productivity of agriculture. Meterological factors also influence on the distribution of agricultural product. For example, price of agricultural product is determined in the market, and also influenced by the weather of the market. However, there is only a few study was made to find this link. The objective of this study is to investigate the effects of meterological factors on the distribution of agricultural products, focusing on the distribution of chinese cabbages. Chinese cabbage is a main ingredient of Kimchi, and basic essential vegetable in Korean dinner table. However, the production of chinese cabbages is influenced by weather and very fluctuating so that the variation of its price is so unstable. Therefore, both consumers and farmers do not feel comfortable at the unstable price of chinese cabbages. In this study, we analyze the real transaction data of chinese cabbage in wholesale markets and meterological factors depending on the variety and geography. We collect and analyze data of meterological factors such as temperatures, humidity, cloudiness, rainfall, snowfall, wind speed, insolation, sunshine duration in producing and consuming region of chinese cabbages. The result of this study shows that the meterological factors such as temperature and humidity significantly influence on the volume and price of chinese cabbage transaction in wholesale market. Especially, the weather of consuming region has greater correlation effects on transaction than that of producing region in all types of chinese cabbages. Among the whole agricultural lifecycle of chinese cabbages, ‘seeding - harvest - shipment - wholesale’, meterological factors such as temperature and rainfall in shipment and wholesale period are significantly correlated with transaction volume and price of crops. Based on the result of correlation analysis, we make a regression analysis to verify the meterological factors’ effects on the volume and price of chines cabbage transaction in wholesale market. The results of stepwise regression analysis are shown in 〈Table 1〉 and 〈Table 2〉. The type of chinese cabbages are categorized by 5 types, i.e. alpine, gimjang for winter, spring, summer, and winter crop, and all of the regression models are shown significant relationship. In addition, meterological factors in shipment and wholesale period are entered more in regression model than those in seeding and harvest period. This result implies that weather in consuming region is also important in the distribution of chinese cabbages. <Table 1> Regression Result of Meterological Factors on the Wholesale Transaction Price of Chinese Cabbage (표 내용은 원문 참조) <Table 2> Regression Result of Meterological Factors on the Wholesale Transaction Volume of Chinese Cabbage (표 내용은 원문 참조) Based on the result of this study, we find several implications and recommendations for policy makers of agricultural product distribution. The goal of agricultural product distribution policy is to insure proper price and production cost for farmers and provide proper price and quality, and stable supply for consumers. Therefore, coping with the uncertainty of weather is very essential to make a fruitful effect of the policy. In reality, very big part of consumer price of chinese cabbage is made up of the margin of intermediaries, because they take the risk. In addition, policy makers make efforts for farmers to utilize AWIS (Agricultural Weather Information System). In order to do that, it should integrate the relevant information including distribution and marketing as well as production. Offerin

소비자의 복합적 감정경험이 소비자 평가에 미치는 영향에 관한 연구

이현정(Lee, Hyunjoung) 한국상품학회 2015 商品學硏究 Vol.33 No.5

본 연구는 소비자가 소비상황에서 경험할 수 있는 복합적인 감정이 소비자의 반응에 어떠한 영향을 미치는 지를 살펴보고자 수행되었다. 즉, 그동안의 연구에서 단일차원으로 논의되어온 소비자의 감정을 복합적인 감정으로 보았다. 본 연구는 예비실험을 포함하여, 세 번의 실험으로 진행되었다. 예비실험에서는 소비자의 감정을 실험물을 통해 긍정·부정·중립의 감정으로 구분하기 위해 진행되었다. 이후, 첫 번째 실험에서는 복합적 감정을 네 가지의 유형으로 제시하고, 각 유형에 따른 소비자의 전반적인 평가를 확인하였다. 그 결과 복합적 감정경험의 유형에 따라 제품태도와 제품평가가 유의한 차이를 보였다. 즉, 소비자들은 지속적으로 증가하는 감정경험을 가장 선호하며 그 다음으로 최종적으로 증가하는 감정경험을 선호하는 것으로 확인되었다. 일반적으로 사람들은 쾌락적인 심리성향을 가지고 있기 때문에 현재의 감정과 이후 들어오는 감정의 수준을 비교하여 지속적으로 향상되는 감정을 선호한다. 이러한 이유 때문에 복합적인 감정경험을 하게 될 때 지속적으로 긍정적인 감정이 증가하는 경험을 가장 선호한다고 할 수 있다. 두 번째 실험에서는 복합적인 감정의 영향이 추천유형에 따라 차이를 보일 것인지를 확인하고자 수행되었다. 즉, 대부분의 사람들은 경험하게 되는 감정의 원인이 자기에게 있는지 또는 타인에게 있는지에 따라 감정으로 인한 결과를 내부귀인 하거나 외부귀인을 하게 된다. 분석결과를 살펴보면, 복합적인 감정과 추천유형에 따른 상호작용 효과가 발견되었다. 긍정적인 감정이 증가하는 감정을 경험한 응답자들의 경우 자기추천일 경우에보다 우호적인 점포태도와 점포평가를 보이는 것으로 확인되었다. 반면, 긍정적인 감정이 감소하는 감정을 경험한 응답자들의 경우 자기추천일 때더 우호적인 점포평가를 보였으나, 점포태도에 있어서는 유의한 차이가 발견되지 않았다. 이러한 연구결과는 응답자들이 본인의 추천으로 방문한 레스토랑에 대해서는 타인의 추천으로 인한 경우보다 우호적인 평가를 하고 있다는 것을 보여 준 것이다. 본 연구의 결과는 그동안 감정을 단일차원으로 다루었던 기존연구와는 차별화된 점이라고 할 수 있다. 더불어 감정의 원인까지 함께 고려한 점에있어 의미 있는 연구라고 할 수 있을 것이다. 실무적으로는 복합적인 감정을 어떻게 소비자들이 제품이나 점포에 대한 태도나 평가에 반영하는지에 대한 유용한 지식을 제공해 줄 수 있을 것이다 This study was studied to examine the effects of mixed emotion on consumers’ evaluation toward the product, and proposed the recommendation type as the moderate variable. In previous research, the consumer emotion which has been discussed as a single dimension were treated the mixed emotion. We conducted in three experiments by this study including the preliminary experiment. The preliminary experiment was progressed in order to identify the mixed emotion of consumers as positive, negative, and neutral. Since, in the first experiment were divided into four types ofmixed emotion, and studied an overall assessment of the consumers according to each type. The results was showed significant differences to the attitude and evaluation toward the product by the mixed emotions. This, in turn, is consumers prefer the continuous rising of positive emotions, and then to prefer the final rising of positive emotions. In general, people has been the tendency of hedonic mentality. Therefore, they are comparing the current emotions with the later emotions prefer the emotion is improved continuously. For this reason,most people arewhen they experienced themixed emotionmost preferred the continuos rising of positive emotions. In the second experiment was examine to measure the effect of mixed emotions by the recommendation types. That is, most people were internal attribution or external attribution as the cause of emotional experience that is attributed to him or other. Looking at the results, the interaction effect has been found the interaction effect of mixed emotion and recommendation type. If respondents was experienced the rising of positive emotions, they expressed more favorable attitude and evaluation toward the product(store) in the self-recommendation. On the other had, if they was experienced the decreasing of positive emotion, they appeared more favorable attitude toward the product(store) in the self-recommendation. But the significant difference was not found in the evaluation toward the product(store). This results of this study has shown that respondents gave a favorable assessment on the self-recommendation by comparedwith other-recommendationwhen they visit a restaurant. The study has a difference in theway that dealt withmixed emotion and said themeaningful study in theway that consideredwith the causes of emotions. In practice, it will be able to provide useful knowledge about how consumers are reflected mixed emotions in the attitudes and evaluation of the product(store).

수증기 메탄 개질 용 Ni/MgAl₂O₄ 촉매의 단일공정합성 및 열처리 조건 최적화 연구

김현중(Hyunjoung Kim),김동현(Donghyun Kim),이홍진(Hongjin Lee),이규복(Kyubock Lee) 한국신재생에너지학회 2020 한국신재생에너지학회 학술대회논문집 Vol.2020 No.8

소비자의 부정적 감정이 주문취소와 환불에 미치는 영향에 관한 연구

이두희(Lee Doo-Hee),남태우(Nam Tae-Woo),이현정(Lee Hyunjoung) 한국상품학회 2008 商品學硏究 Vol.26 No.1

  본 연구는 기존의 불평행동에 관한 연구에서 단일 차원으로 파악하던 기업에 대한 직접적인 보상요구를 그것이 발생하는 시점에 따라 주문취소와 환불로 구분하였고, 이때 유발되는 부정적인 감정의 종류 또한 다를 것이라는 가정하였다. 제품이 배송되기 이전 시점에 발생하는 주문취소의 경우에는 자신의 잘못된 선택에 의해 유발되는 실망을 크게 느끼는데 반하여, 제품이 배송된 이 후 일어나는 환불 행위의 경우에는 후회와 더불어 제품 성과에 대한 기대 불일치에 의해 발생하는 실망을 크게 느끼는 것으로 나타났다. 또한 본 연구에서는 제품을 배송 받은 이후에 유발되는 부정적인 감정경험인 후회는 선택한 제품보다 더 우월한 제품이 존재한다는 사실을 인지하는 상황에서 뿐만 아니라 부정적인 감정을 벗어나기 위한 활동의 일환으로 발생하는 반 사실적 사고, 혹은 가상의 심리적 시뮬레이션에 의해서도 유발된다는 것을 밝혔다. 본 연구는 기업에게 있어서 불평처리에 소요되는 자원을 보다 효율적이고 효과적으로 사용할 수 있도록 한다는 점에서 의의를 가진다고 하겠다.   This study examines the negative emotion on order cancellation and repayment. This study divides direct compensation request into cancelat ion of an order and repayment according to the point of it happens and we also suppose that they willlead different emotion. In case of order cancellation that happened before product is delivered(received), the disappointment is caused by customer own mistake. The other hand, in case of repayment that happens after product is delivered, consumers regret and disappointment which are caused by expectation discord with product.<BR>  Also, this study shows regret caused by mental simulation which happens to escape negative emotion by own mistake. This study implicates that company may use resources effectively that are cost in discontent settlement.

방사선투과시험에 의한 망이산성 횡장판갑의 제작기법 연구

김현정,김미도리,오광섭,이양수,조남철 국립중앙박물관 2006 박물관보존과학 Vol.7 No.-

판갑은 고대의 무기와 철제품 제작기술을 그대로 반영하는 중요한 문화재이다. 철제갑옷 중 횡장판갑의 출토사례는 매우 드물며 망이산성 출토 판갑처럼 그 형태가 완형인 유물은 그리 많지 않다. 이번 보고서에서는 응용 가능한 비파괴방사선 조사에 의한 횡장판갑의 방사선사진 및 과학적 보존처리를 통하여 나타나는 고대 판갑제작기술을 검토해 보았다. 7단구성의 망이산성 출토 판갑은 고리경첩으로 우전동이 개폐되는 형식이다. X-선 사진의 판독결과 판겹침과 천공간격으로 고대판의 철포복륜 및 우측협부의 혁포복륜이 확인되었으며, 착장시 어깨걸이를 연결한 것으로 보이는 투공도 관찰되었다. 특히 천공과 병뉴기법에 있어, 하나의 병이 세판 이상을 연접하는 것을 피하고 있음을 확인하였다. 이는 기술적인 한계를 극복하고 판갑의 기능을 살렸음을 보여주는 중요한 자료이다. Plate armour is an important cultural property that reflects the ancient weaponry and the manufacturing technology of ironware as they are. Among the kinds of iron armour, horizontal plate armour has been very rarely excavated, and there are a few artifacts in their unimpaired shape like the plate armour excavated from Mangisanseong. This report reviews the manufacturing technology of ancient plate armour through its radiograph using appliable nondestructive irradiation and scientific conservation treatment. The seven-tiered plate armour excavated from Mangisanseong has ring hinge to open and shut the right side neck guard. The readout result of radiograph proved iron safety guard of Godaepan (a plate that links neck plate and horizontal plate) and leather safety guard of the right armpit with plate overlap and perforation interval; perforations that seem to have linked shoulder strap on wearing the armour are also observed. In particular, it is identified that the perforation and riveting technique avoided the connection of more than three plates with a rivet. This is an important material to illustrate the best use of function of plate armour overcoming its limit.

A study on knowledge structure and cognitive mapping of marketing using social network analysis

Taylor Francis 2014 마케팅과학연구 Vol.24 No.1

21세기 올림픽의 방향과 과제

이현정,구현정 동덕여자대학교 2002 생활과학연구 Vol.7 No.-

The purpose of this study is twofold. The first purpose is to investigate the goal and sprite of ancient Olympic and Coubertin who devoted to the modern Olympics which provide a new paradigm and right direction toward Olympics accompanying new world trends. The second purpose is to investigate the way of 21st Olympics to go based on the Olympic trends and relationship between the economics and politics attributed. The Olympics that had started in Athenae since 1896 has had drawbacks that negatively impact on the Olympic spirit such as excessive national competitiveness for acquiring medals that bring in the danger of amateurism, political conflicts, and the International Olympic committees contaminated by commercialism. Nevertheless, the Olympics being developed amazingly will pose a new place in our society. Therefore, the 21st Olympic should put endless efforts to rid of excessive political concerns and commercialism and try to seek to follow after the original Olympic spirit that plays as a world wide party. Furthermore, new idea and strategies will be required to promoting a positive development of the Olympics. It is imperative to design a new goal and ideas that should be accompanied with the new trends of society, then it will be a way to follow for successful movement of the Olympics.

미래를 향하는 한국 마이크로 패키징 학회지의 과거와 현재 연구영역에 관한 연구

이현정,손일,Lee, Hyunjoung,Sohn, Il 한국마이크로전자및패키징학회 2015 마이크로전자 및 패키징학회지 Vol.22 No.3

After its inception in 1994, the Journal of the Microelectronics and Packaging Society has continued to make significant strides in the number and quality of publications within its field. The interest in the microelectronics and packaging research has become more critical as consumer electronic products continue its increasing trend towards thinner and lighter devices that tests the boundaries of electronic devices. This study utilizes social network analysis of all published literature in the Journal for the past 22 years. Using the keywords and abstracts available within each individual article, the publications within the Journal has focused on major topics covering (1) flip chip, (2) reliability, (3) Cu, (4) IMC (intermetallic compounds), and (5) thin film. Using the social network relationship between keywords within articles, flip chip was closely associated with reliability, BGA (ball grid array), contact resistance, electromigration in many of the published research works within the Journal. From the centrality analysis, it was found that flip chip, reliability, Cu, thin film, IMC, and RF (radio frequency) to have a high degree of centrality suggesting these key areas of research have relatively high connectivity with other research topics within the Journal and is central to many of the research fields within the micro-electronics and packaging area. The cohesiveness analysis showed research clustering of five major cohesive sub-groups and was mapped to better understand the major area of research within this field. Research within the field of micro-electronics and packaging converges many disciplines of science and engineering. The continued evolution within this field requires an understanding of the rapidly changing industry environment and the consumer needs.