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SNS상의 온라인 구전의 정보처리과정에 관한 통합모형의 개발에 관한 연구
박탄우(Tan Woo Park),이경렬(Kyung Yul Lee) 한국광고홍보학회 2014 광고연구 Vol.0 No.100
본 연구는 발신자의 특성, 수신자의 특성, 그리고 구전 정보의 특성들을 선행변인들로, 구전 정보의 신뢰성과 유용성을 매개변인들로, 그리고 구전 수용, 구전 확산, 그리고 구매영향력을 후행변인들로 하는SNS상의 온라인 구전효과의 정보처리과정에 관한 통합모형을 제시하고, 이를 실증적으로 검증하였다. 연구결과 SNS상의 온라인 구전의 발신자의 특성, 수신자의 특성, 그리고 구전 정보의 특성과 같은 선행요인들이 구전 정보의 신뢰성과 유용성을 경유하여 최종적으로 구전 수용, 구전 확산, 그리고 구매영향력에 긍정적인 영향을 미치는 것으로 확인되었다. 특히 본 연구는 온라인 구전의 수용에 영향을 미치는세 개의 선행변인 그룹에서 구전수용에 이르는 SNS 이용자의 정보처리과정에서 구전 정보의 신뢰성과유용성이 구전의 수용에 대해 강력하고 유의미한 영향을 미치는 매개요소가 될 수 있음을 보여주는 증거를 제시하였다. 본 연구는 SNS상에서 발신자 특성, 수신자 특성, 그리고 구전 정보 특성이 상호 어떤 연관성을 가지면서 궁극적으로 구전 수용, 구전 확산, 그리고 구매영향력에 영향을 미치는가를 규명함으로서 SNS상의 온라인 구전의 정보처리과정에 관한 통합적인 모형을 제시하고자 하였다. The purpose of this study is to examine the integrated model of information processing of eWOM in SNS. This study suggested and tested that an integrated model of information processing model of eWOM in SNS composed of three characteristics of SNS senders as antecedents(tie strength, homophily, expertise), two intermediating variables including two characteristics of SNS receivers(instrumentality on eWOM information in SNS, usage experience of eWOM on SNS), and three result variables including three characteristics of eWOM information in SNS(consensus, vividness, and neutrality). The results of structural equation model analysis found that three characteristics of SNS senders(tie strength, homophily, expertise), two characteristics of SNS receivers(instrumentality on eWOM information in SNS, usage experience of eWOM on SNS), and three characteristics of eWOM information in SNS(consensus, vividness, and neutrality) had positive effects on acceptance and diffusion of eWOM information in SNS and purchasing influence via credibility and usefulness of eWOM information in SNS. Therefore, it turned out that credibility and usefulness of eWOM information in SNS played important roles as mediating variables in the causal relationship between ad cognitions and brand attitude, which in turn resulted in purchase intention. This study has both theoretical and practical implications by suggesting the integrated model of information processing of eWOM in SNS. Specifically, the result of this study help develop marketing strategies using the Buzz marketing as well as reviewsumer.
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Helicobacter pylori의 in vivo 연구를 위한 ethanol-pretreating animal model의 개발
이진욱,김승희,박탄우,김옥진,Lee, Jin-Uk,Kim, Seung-Hee,Park, Tan-Woo,Kim, Okjin 대한수의학회 2006 大韓獸醫學會誌 Vol.46 No.4
A stable and reliable Helicobacter pylori (H. pylori) infection animal model would be necessary for evaluating vaccine efficacy and helpful for understanding the pathological mechanism of the organism. The aim of the present study is to investigate the effect of ethanol treatment prior to H. pylori inoculation on associated gastric mucosal injury and to establish ethanol-pretreating animal model to study H. pylori infection. Male Mongolian gerbils were used for the study. H. pylori was orally inoculated after 12 h fasting. 3 h prior to H. pylori inoculation, a group of gerbils was orally treated with absolute ethanol, 60% and 40% ethanol respectively. Another group of animals was treated either with H. pylori culture media alone or with different concentrations of ethanol plus culture media. Gerbils were killed 4 or 8 weeks after H. pylori inoculation. The colonization of H. pylori was confirmed by both histological examination and rapid urease test. Mucosal damage was evaluated grossly and histologically according to the criteria. The colonization of H. pylori and pathological changes in gastric mucosa of the animals were also observed. Although no significant change to the gastric mucose was observed in the animals treated either with H. pylori culture media alone or with different concentrations of ethanol plus culture media, persistent H. pylori infection was seen in the mucosa and mucosal leucocyte infiltration and severe epithelial damage was observed in the Helicobacter and ethanol + Helicobacter groups after 4 weeks. The gross and histological scores were higher in the ethanol + Helicobacter than in the Helicobacter alone group. As the results, ethanol-pretreatment with 60% concentration induced severe pathogenic changes by H. pylori infection in 5 weeks-old Mongolian gerbils. These results suggested that ethanol-pretreatment before H. pylori inoculation could increase the severity of gastric mucosal inflammation and enhance the colonization of H. pylori. The established ethanol-pretreating animal model would contribute to screen new drugs against H. pylori and be used as an useful tool for various animal experiments with H. pylori strains.
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Helicobacter pylori의 감수성과 숙주 연령과의 상관성 연구
이진욱,김승희,박탄우,김옥진,Lee, Jin-Uk,Kim, Seung-Hee,Park, Tan-Woo,Kim, Okjin 대한수의학회 2007 大韓獸醫學會誌 Vol.47 No.1
Helicobacter pylori (H. pylori) is an important bacterial pathogen that causes chronic gastritisand is associated with gastroduodenal ulcer disease, adenocarcinoma of the distal stomach, and gastricH. pylori infection associated with host agehave not been well-defined in human. To evaluate the difference in host susceptibility to infection in relationto age of acquisition of H. pylori infection, we designed an experiment involving inoculation of H. pyloriATC 43504 at different ages of Mongolian gerbils. H. pylori was inoculated at 5 weeks and 18 monthsof age, as representatives of early and late infection, respectively. Animals were sacrificed 1 week and 4weeks after challenge, and the stomach was removed from each animal for bacterial culture, histologicalexamination, and polymerase chain reaction test. 5 week-old gerbils revealed infection andmaintained continuously its infection until 4 weeks. However, old gerbils did not maintained H. pyloriinfection. These data suggest the insusceptibility of H. pylori in old Mongolian gerbils and the importanceof animal ages for successful animal experimental infection. Also, the results demonstrated that earlyinfection of H. pylori increases its host susceptibility, as compared to the case with later infection, possiblybecause of differences in host gastric mucosal factors and imunologic responses.
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