This study has performed a comparative analysis between groups based on Time To First Fixation, Fixation Duration, Fixation Count and Total Visit Duration, which are eye-tracking analysis indicators on what visual attention is shown compared to the e-magazine produced as regular images related to e-magazines in which experiment subjects have applied cinemagraph images as eye tracking research on the e-magazine produced with cinemagraph images and e-magazines produced with regular images. The experiment sample used e-magazines composed of nine pages while AOI (area of interest) has been set up on each page by classifying image and text regions. A combined 30 people took part in the experiment, which was performed by randomly assigning 15 to the experiment group and 15 to the control group. According to the results of the analysis, the experiment group recorded a shorter time than the control group on the e-magazine produced with cinemagraph images through Time To First Fixation. Though no significant difference was found between the experiment and control groups in Fixation Duration, a substantial difference did appear between Fixation Duration and Total Visit Duration.

This study aims to compare and analyze the differences of emotional responses between two types of e-magazines published—one with cinemagraph images and another with general still images. To conduct this study, a total of nine pages were prepared with different contents according to each theme and samples of e-magazine with a total of nineteen sections of images were exposed to a total of thirty persons of subjects. Fifteen persons were assigned to the experimental group viewing the cinemagraph images, and other fifteen persons were assigned to the control group viewing the general still images. As a result of the experiment, the emotional responses of the experimental group and the control group were significantly different. Twenty-eight items of positive emotional responses out of forty-two items of the emotional responses were more found in the experimental group, and fourteen items of negative emotional responses affected the control group more. In the experimental group where the differences in the mean value and significant differences were found, negative emotional responses were not examined but fourteen positive emotional response items such as Loveliness, Merriness, Freshness, Activeness, Attractiveness, Powerfulness, Heartwarming, Joyfulness, Interesting, Confidence, Excitement, Cheerfulness, Humorousness, and Amazement were found; in the control group, positive emotional responses were not found but three items of negative emotional responses such as Ambiguousness, Stuffiness, and Boredom were found.

This paper is a study on what kind of effect non-verbal communication in mobil electronic commerce has on purchase intention and visual attention. For this purpose, the screen of mobile shopping mall produced arbitrarily was exposed to the experimental group and the control group. The experimental group was exposed to the screen of mobile shopping mall that expressed non-verbal communication making use of cinemagraph images and the control group was exposed to the screen of mobile shopping mall based on still images. For the study, survey research and experimental research were conducted simultaneously. Data of survey research were analyzed by MANOVA and t-test, and by using eye-tracker experimental research recorded the duration of time that the subjects stared images. The results of experiment show that in non-verbal communication the experimental group that saw cinemagraph images recorded shorter average staring time than the control group that saw ordinary images, and the cinemagraph had statistically significant effect on visual attention as well. And it was analyzed that non-verbal communication had significant effect on the purchase intention of the experimental group, but had no effect on the purchase intention of the control group. The results can be interpreted that the people who saw cinemagraphs in mobile shopping environment had spent shorter time in seeing products than the people who saw ordinary images, but still the former came to have purchase intention on the products. The results of the present study can be useful for marketers who try to sell agrifood in mobile environment.

천연물로부터 새로운 미백 화장품 소재를 개발하기 위해 참나물(P. brachycarpa)을 선택하여 B16 멜라노마 세포에서 tyrosinase 활성 저해 효과, melanin 생성 저해 효과를 측정하였다. 먼저 참나물추출물의 4가지 극성별 용매 분획화 실험을 실시하였으며, 항산화효과와 티로시나아제 저해효과를 측정하였다. 참나물의 미백 활성 메카니즘을 알아보기 위해 Western blotting과 RT-PCR을 이용하여 tyrosinase, TRP-1, TRP-2의 단백질 발현과 mRNA 변화를 연구하였다. 또한, HaCaT 각질형성세포에서 UVB 조사 후 엔도세린-1 (ET-1)의 발현은 사람 ET-1 항체를 이용하여 quantitative enzyme immunoassay (EIA)로 측정하였다. 그 결과 참나물추출물과 4가지 분획(hexane, EtOAc, butanol and aqueous)은 100 g/mL 농도에서 각각 87.2, 2.5, 97.2, 80.5, 49.8 %의 프리라디칼 소거효과를 나타내었으며, tyrosinase 저해효과는 100 g/mL 농도에서 각각 18.3, 15.1, 55.4, 13.1, 0 %로 나타났다. 각 극성별 분획 중 EtOAc 분획 100 g/mL 농도에서 58 % 이상의 가장 우수한 멜라닌 생성 저해 효과가 나타났다. 참나물 EtOAc 분획은 B16 멜라노마 세포에서 티로시나아제 활성 및 발현을 모두 저해하였으며, RT-PCR 결과에서도 tyrosinase, TRP-1의 mRNA 발현 저해효과가 우수하게 나타났다. 또한 HaCaT 각질형성세포에서 UVB 조사 후 생성된 엔도세린-1의 생성 실험에서도 참나물 EtOAc 분획 12.5 ∼ 50 g/mL 농도에서 엔도세린-1의 생성이 컨트롤에 비해 40 % 정도로 우수하게 저해되었다. 결론적으로 참나물추출물은 멜라닌 합성과정에서 우수한 tyrosinase 저해효과와 엔도세린-1 발현저해효과를 가지는 새로운 천연 미백 소재로 적용될 수 있을 것이라 기대된다.