This study explores relationship between social responsibility in advertising and brand attitude in luxury products. This study investgates how psychological constructs of attitude towards advertising affect brand attitude and purchase intention of luxury brand consumer and how it can lead the sustainable development of luxury products. Consumers no longer purchase products only but depend on quality and price of product. With globalization and rapid growth, corporate social responsibility becomes important issue. And the advertising represents corporate image and management concept. More recently, and coinciding with some major corporate ethical disasters, many companies have been including sections on governance, ethical practice, and social responsibility (David S. Waller & Roman Lanis, 2009). According to David S. Waller & Roman Lanis (2009), Corporate social responsibility (CSR) disclosure has been the subject of substantial academic accounting research (Farook and Lanis 2005; Gray, Owen, and Maunders 1987). Advertising is one of the typical means that can represent a corporate image. As defined by Lutz (1985, p. 53), attitude toward advertising in general is “a learned predisposition to respond in a consistently favorable or unfavorable manner to advertising in general.” In his framework, Lutz viewed attitude toward advertising in general as being directly influenced by general perceptions of advertising (Srinivas Durvasula et al., 1993). Authors would like to study following issues in this research. (1) How perceived social responsibility influences Attitude toward advertising. (2) How fashion consumer behavior influences Attitude toward advertising. (3) How attitude toward advertising affects brand attitude and purchase intention. (4) How proximity plays a moderating role among perceived social responsibility, attitude toward advertising and brand attitude.

These days, thanks to lots of smart devices and advanced communication technologies, consumer’s recognition and relations have been changed. They, beyond relying on information and services which are produced by experts, produce information and knowledge by themselves via SNS or web that they want to know. As consumer’s recognition is changing like this, SNS is evolving into social platform. Therefore, this paper is intended to clarify overall relationship between network characteristics in social platform, knowledge sharing, social capital, social innovation and customer’s value. This paper has clarified influences between variables related to consumer’s behaviors in social platform and the results are summarized as following: First, network characteristics in social platform are found to positively affect knowledge sharing efforts of social platform. Second, knowledge sharing has been found to positively affect social capital and innovation in social platform. However, enjoyment in helping others i.e a sub variable is found to positively affect social capital and innovation through anticipated reciprocal relationships. Third, social capital and innovation in social platform have affected customer value in social platform positively. Consequently, this paper is intended to solve various problems found from overall societies and industries through social innovation and also to advance them. For these purposes, social platform is believed to prompt sharing idea and knowledge based on interactions between users and social relationship. These actions become social capitals resulting in social innovation. Moreover, these would create new businesses and marketing opportunities across various areas in the processes that innovative activities form customer values.

Researcher in the western world have studied corporate social responsibility (CSR), sustainable development, and marketing procedures for combining CSR and sustainability, but Asian awareness has been limited on both corporate and state levels. Asian researchers need to improve sustainable marketing theory because China, especially, urgently needs to confront the problem in sustainability management. The authors argue that Confucian principles, which are built on five constant virtues that have guided family and commercial life in China for more than 2,500 years, are relevant to theory regarding CSR and sustainability. To analyze sustainability in China in relation to Confucian principles, the authors develop and refine a questionnaire to be used in China, and use SPSS to analyze reliability and EFA. They use CFA and SEM to analyze sustainable marketing performance and customer equity and derive conclusions and implications.

Sustainable marketing, as recently noticed by academics and practitioners, refers to a form of marketing that makes a net positive contribution to society in terms of environmental, social, and economic developments. Firms’ interest in sustainability as part of business performance beyond mere financial goals has been increased. Various sources, including societal mandates incorporated into regulations, concern about loss of sales, and a potential decline in corporate reputation pressures companies into implementing proper sustainability management. The purpose of this study is to clarify measures of perceived sustainability from the marketing perspective, analyze the effects of perceived sustainability on customer equity, and develop the recent theoretical frameworks and implications that will enable sustainable marketing concepts to be globally competitive. The measures of perceived sustainability items enable researchers to examine relationships among perceptions of sustainability and other key customer equity variables, such as value equity, brand equity, and relationship equity. For this and other reasons, the MPS may have value to practitioners. By understanding perceived sustainability, they can develop economic, social, environmental and communication performances that effectively utilize sustainability. The measures of perceived sustainability offers researchers a tool for measuring perceived sustainability that is consistent with the literature on sustainability, while recognizing the reality that sustainability is a multidimensional construct. The rigor reflected in the multiple methods for generating scale items and the multiple stages in the scale development process results in a scale that should be useful to both researchers and practitioners.

The Korea Energy Master Plan was first developed in 2008 to achieve sustainable economic development and energy security while considering environmental impact. The plan is to be updated every five years to consider environmental changes and changes in energy market supply and demand. In response to climate change, the 2008 master plan identified the need to reduce greenhouse gas emissions as the primary global issue for energy policy. The plan calls for maximum use of nuclear power and renewable energy and dramatic curb of energy demand. Its energy policies primarily focus on ways Korea can provide an affordable and stable supply of power while supporting economic growth and industrialization (Ministry of Trade, Industry and Energy [MOTIE], 2014). The policy has brought significant growth to the renewable and nuclear power generation industries. However, cheap electricity has increased electricity consumption and destabilized the supply-demand power balance. The construction of more power plants to meet growing electricity demands has also had negative impacts such as increased greenhouse gas emissions, an overloaded electricity transmission network, and opposition from local residents near power lines and power plants. In accordance, the second energy policy in 2014 focuses on (MOTIE, 2014): 1. Transitioning to demand management 2. Building a distributed generation system 3. Balancing between environmental and safety concerns 4. Enhancing energy security and energy supply stability 5. Establishing a stable supply system for each energy source 6. Shaping energy policy to reflect public opinion Regarding market trends and consumer/industry demands, the Korean economy is relatively high in energy use per GDP unit. Korea’s many energy-intensive industries and cheap electricity have caused the industrial sector to sharply increase its demand for cooling and heating. The Fukushima nuclear power plant accident in Japan heightened public fears about nuclear power generation. From 2010 to 2035, as developing countries grow in economics and population, global energy demand is expected to increase by 48.3% and greenhouse gas emissions by 40.2%. As the cost of oil rises and unconventional energy sources such as shale gas and tight oil are developed, negotiations on a new post-2020 global climate framework will change the energy market landscape. Regarding energy demand management, the plan focuses on revising electricity rates to ease overconsumption and to reflect environmental and social costs such as refurbishment of nuclear facilities and the transmission network, different pricing for different types of voltage use, progressive rate relief, and expansion of critical-peak pricing. It applies information and communications technology (ICT) demand management by deploying smart grid incentives for energy storage system installation, revising standards for building design, and invigorating the demand management market. To balance electricity consumption ratios, the plan advocates increasing renewable gas, coal, and oil consumption. To establish a stable supply system for each energy source, the plan suggests diversifying oil import routes to respond aggressively to global market changes such as the emergence of shale gas. It recommends supplying more than 15% of power from distributed sources such as integrated energy systems, renewable energy, and in-house generators, and constructing power plants in areas that have sufficient electricity transmission capacity. It also suggests accelerating the use of eco-friendly and renewable energy sources such as solar, wind, geothermal, fuel cells, and energy storage systems to reduce CO2 emissions. In environmental protection and improved safety for power plant operation, the plan advises using greenhouse gas reduction technologies such as ultra-supercritical and carbon capture and storage for thermal power plants as soon as they are available. It prioritizes nuclear plant safety by expanding investment, improving management of aged plants, and fostering planned and preventive inspections. It also recommends responding proactively to energy-related conflicts by improving transparency in electricity transmission network and spent nuclear fuel management policies. The plan gives several insights into the future of energy marketing. First, as electric charges increase, customers will have more interest in energy issues such as electricity consumption and CO2 emissions when they purchase product. They will want manufacturers to divulge the energy efficiency of products. As technology develops, products will add additional functions that will increase future product costs. Eventually products that consume less energy will be more competitive as customers consider total ownership costs. The new market trends will create and expand the need for energy management systems utilizing ICT, renewable energy, and safety in nuclear power plants.

The purpose of this research is to analysis and to verify the influence between attitude toward navy brand and customer equity. To do that, we regard the navy serving in R.O.K. Navy as the customers. All Korean men over 18 years older are drafted into the army by the constitution of Republic of Korea. This means that Korean military forces are recruited by the power of the State. However, the military officers, petty officers and Navy(including the Marine corps)•Air forces volunteer for military service. Korean government uses two military entrance processes which are both forcible and volunteering. With the slogan “The Ocean Navy”, the R.O.K. Navy is trying to build powerful naval forces. It is essential to acquire the elite military forces that help the Korean Navy accomplish the goal and heighten the competitiveness. The enlisted military forces are expected to show their own ability inside the R.O.K. Navy. After they are discharged, they will have positive influences to the local communities as the supporters of the R.O.K. Navy. The R.O.K. Navy has made lots of efforts for its navies who are soon discharged to have pride and affection as post-Korean navies through many programs such as educations and events. Discharged navies are expected to play important roles to response national policies actively, to lead the development of local communities, and to stand in advance guard for navy PR activities. Although many researches confirmed and verified the customer equity, there was no research on the customer equity of nonprofit organizations, especially the military forces. This research defined the customer equity from the attitudes toward Korean navy brand perspective in detail. This study also identified the influential factors on brand attitude and some relationships among the variables of the customer equity. This research contributes to the development of effective marketing strategies for Korean Navy brand and customer equity that Korean navy policy officers build.

Introduction Driven by the rapidly evolving media landscape, firms extensively use social media to engage with their customers (Avery et al., 2010). Today, social media is an integral part of an individual’s daily life, which makes a vital venue through which companies connect with customers (Men & Tsai, 2011; Utz, 2009). Given the increased use of social media, recent studies have investigated how social media cultivates customer relationships with celebrities and/or media personalities (e.g., Smith, 2010). In light of the effectiveness of social media as a marketing tool, it is noteworthy to analyze the source power of celebrities and social relationships and consider how to take advantage of the power. The parasocial relationship is founded upon the communication process, which is an important factor in understanding the relationship between media and users. Parasocial relationships differ according to the motives for using social network service (SNS), while connection and attachment to celebrities, such as having empathy for a particular celebrity, is affected by celebrity source credibility. (Ohanian, 1990). The purpose of this study is to clarify the relation between parasocial relationships and customer equity in the social media context. The study investigates effects of motivations to use SNS and source credibility on parasocial relationships, as well as the effects of parasocial relationships on attitude and customer equity, and customer lifetime value. Theoretical Frameworks In this study, parasocial relationship refers to a virtual intimacy between a media personality and the media users, in other words, it is a psychological, interpersonal relationship unilaterally formed by users based on proximity, similarity, and attraction to the media personalities (Rubin & Step, 2000). When a parasocial relationship is formed, the media consumer appreciates the values and motives of the media character, often viewing him or her as a counselor, comforter, and model (Horton & Wohl, 1956). When using an SNS, users’ communication habits and their selection of social network services vary according to their motives, which in turn affect the parasocial relationships with celebrities via SNS. Motives for using SNS, specifically, information seeking, entertainment, and social connection may have a positive relationship with parasocial relationships. Source credibility, the positive characteristics of a communicator that affect the receiver’s acceptance of a message, positively influences parasocial relationships (Ohanian, 1990; McCracken, 1989) based on expertise, trustworthiness, and attractiveness of the media celebrities. In the social media context, a parasocial relationship has positive influence on attitude toward using an SNS. Social media users engage in finding people with whom they have an offline connection (Ellison, Steinfield, & Lampe, 2007). Social media enables individuals to connect with others all around the world easily, it is not surprising that parasocial relationships influence users’ attitude toward using social media, offering environments to enhance connections (Byod & Ellison, 2008). Further, it is worthwhile to note that parasocial relationships may have a positive influence on customer equity. The key to customer equity lies in understanding the customer lifetime value concept, which refers to the net present value of a customer’s profit stream (Rust, Lemon, & Zeithaml, 2004). Parasocial relationships positively influence brand, value and relationship equity, with the emergence of brands as one of the key organizational assets (Gummesson, 2004). Parasocial relationships explain relationships between individuals and brands, product, symbols, objects, and corporate identities. Such relationships allow individuals to have bonds with brands, trademarks and other symbols, politicians, sportsmen or even actors (Gummesson, 2004). Thus, they positively influence customer equity including brand equity, value equity, and relationship equity. Focused on effects of motivations to use SNS and source credibility on parasocial relationship as well as the effects of parasocial relationship on attitude, customer equity, and customer lifetime value, this study tests the following hypotheses: H1: Motivations to use SNS will have a positive influence on parasocial relationship. H2: Source credibility will have a positive influence on parasocial relationship. H3: Parasocial relationship will have a positive influence on attitude toward using SNS. H4: Attitude toward using SNS will have a positive influence on customer equity. H5: Parasocial relationship will have a positive influence on customer equity. Methods This study used a survey to investigate key questions about the associations between parasocial relationships and customer equity. A total of 350 social media users recruited from Hong Kong and Macau in China participated in the survey. Of the 350 participants, 129 were men (36.9%) and 221 were women (63.1%), with ages ranging from 21 and 35 years old (mean = 25.6 years). This study measured motivations for using SNS on a five-point Likert scale (1 = strongly disagree; 7 = strongly agree), which was adapted from an existing motivation scale (Leung, 2009; Leung & Wei, 1998; Sheldon 2008). To measure source credibility, this study used a five-point Likert scale, which was also adapted from an existing source credibility scale (Eisend & Langner, 2010; Priester & Petty 2003). Parasocial relationships were measured on the basis of user responses to 17 items on an existing five-point scale that assessed parasocial relationships (Koeppel et al., 1993). This study measured attitude toward using SNS through an existing scale (Venkatesh, Morris, Davis, & Davis, 2003). Customer equity was measured using an existing five-point scale (Keller, 2003; Rust et al., 2004) that elicited user responses to 13 items. Customer lifetime value (CLV) was calculated only for the customers in the sample, and CLVs were calculated separately before the average was taken by using the equation below: The CLVij of customer i to brand j, is given as: Tij= Frequency of purchases by customer i for a specific period of time dj= The rate of discount offered by company j fi= Annual average frequency of purchases by customer i for a certain period of time Vijt= The amount of purchase of brand j by customer i for a period of time t πijt= Expected profits by purchase unit of brand j by customer i for a period of time t Bijt= Probability that customer i buys brand j in purchase t Results The overall goodness-of-fit for this measurement model was acceptable (Chi-square = 8.218, df = 5, p = 0.145, GFI = 0.992, CFI = 0.991, RMR = 0.095, RMSEA = 0.043). The reliability coefficients of all 20 motivation measures were 0.885, and they were based on three factors of information seeking, entertainment, and building relationships. The reliability coefficients of all 16 source credibility measures were 0.924 with three factors of attractiveness, expertise, and trustworthiness. The reliability coefficients of all 17 parasocial relationship measures were 0.866 with three factors: proximity, similarity, and attachments. The reliability coefficients of all 13 customer equity measures were 0.838 with three factors of value equity, brand equity, and relationship equity. Cronbach’s alpha for attitude was 0.792. The coefficients indicate the acceptable reliability of the measures. Motivations to use SNS showed statistically positive effects on parasocial relationship (β = 0.151, p < 0.001). Specifically, entertainment (β = 0.148, p < 0.01) and building relationships (β = 0.093, p < 0.05) motivations showed significant positive effects on parasocial relationships while information seeking motivation did not show significant effects on parasocial relationships (β = 0.074). Source credibility showed statistically positive effects on parasocial relationship (β = 0.316, p < 0.001). Thus, the results supported H1 and H2. Parasocial relationships showed statistically positive effects on attitude (β = 0.295, p < 0.001) and customer equity (β = 0.272, p < 0.001). Attitude showed statistically positive effects on customer equity (β = 0.172, p < 0.001). Thus, the results supported H3 and H4. Customer equity showed statistically positive effects on customer lifetime value (β = 3.452, p < 0.001). Thus, the results supported H5 (see Table 1, Figure 1). Discussion This study contributes to clarifying parasocial relationships in the social media context and determining the relationships between parasocial relationship and customer equity. This study contributes to the theoretical foundation and implications of parasocial relationships and customer equity. Specifically, motivations to use SNS and source credibility positively influence parasocial relationship. Parasocial relationships have positive effects on attitude and customer equity. Customer equity, in turn, has positive effects on customer lifetime value. The study is the first of its kind on the effects of parasocial relationships on customer equity in the social media context. The study finds that motivations and source credibility are important antecedents of consumers’ parasocial relationships formed via social media. Parasocial relationships have a positive effect on attitude and customer equity, and customer equity leads to increased customer lifetime value. This study suggests that parasocial relationship is one of the strong influential variables on customer equity as it improves customer lifetime value. Thus, marketers should definitely consider parasocial relationship management in the social media context while tailoring their brand communications to their most profitable customers and enhance their customer lifetime value.

As mass production reaches the technical limits of industrial technology, suppliers are finding it more difficult to differentiate their products for quality and cost. Many companies in the manufacturing industry are trying diverse approaches to differentiate their products and compete with their rivals. Some companies are moving beyond hard product development to focus on soft product development such as customer solutions in the aftermarket. Some companies are enlarging their businesses to new areas such as financial services. They are also driving their employees to be more innovative in product design to lower costs and provide better quality to increase brand benefits. Companies that are less innovative in product development strive to establish closer communications with their business partners. To increase sustainable competitive advantages in the difficult business environment, they must simultaneously reinforce brand benefits and the quality of relationships. In this research, I try to verify the relationship between brand benefits and customer value and between relationship quality and customer value by introducing customer value as a new construct. The results show that better quality, committed delivery, economical cost, and new features motivate buyers to purchase products. relationship quality influences customer satisfaction as transaction value followed by relationship value. Thus the better relationship quality motivates buyer to purchase supplier’s product with psychological satisfaction or pleasure. In conclusion, for existing customer, marketer needs to develop marketing strategy which supports the reinforcement of relationship quality between buyer and supplier. This study also provides implication for academic researchers. Until now there was no research to introduce customer value when it explains the relationship between relationship quality and customer satisfaction. This customer value introduction will help for researchers to analyze the relationship between consumer and marketing activity.

This study examined how fit between marketing capabilities and exporting marketing strategies affects high growth exporting manufacturing firms’ performance. The result indicates that the marketing infrastructure of high growth exporting firms affects marketing capabilities, the selection of exporting marketing strategies, and high performance. High growth exporting firms in this research belong to machinery, steel, vehicles, electronics & electricity industries. High growth firms by the OECD-Eurostat Manual on Business Demography Statistics (2007) achieve annual average sales or employment growth over twenty percent each year, during a three-year period, and to employ ten or more workers from the first observation year. High growth firms can be considered to have more appropriate marketing capabilities fit with efficient exporting marketing strategies. Barbero et al. (2011) indicated that high growth is based on market expansion and innovation, which is highly related to marketing capabilities. Vorhies & Morgan(2003) addressed that marketing organization fit with strategies affects positively marketing performance. Thus the purpose of this research is to examine the relationship between marketing infrastructure and marketing capabilities, to identify the influence of marketing infrastructure on marketing capabilities and the choice of marketing strategies, and to analyze the effect of fit between marketing capabilities and exporting marketing strategies on superior performance. The performance of high growth exporting firms can be obtained in various ways. Marketing capabilities can explain most the selection of strategy for performance (Barbero, Casillas, and Feldman 2011). Morgan, Katsikeas, and Vorhies(2012) addresses that architectural marketing capabilities influence directly export venture financial performance and that specialized marketing capabilities affect directly export venture market performance. The important role of marketing capabilities is positively associated with a more appropriate fit between identifying customers’ needs and implementing marketing strategies to achieve high performance (Barbero, Casillas, and Feldman 2011). Katsikeas et al.(2006) indicate that fit between marketing strategies and marketing infrastructure is a core factor on the performance of exporting firms. Vorhies and Morgan (2003) indicate that marketing capabilities fit with strategy is a vital engine of marketing performance. Although marketing strategy alone is not related to marketing performance (Barbero et al,2011), marketing organization fit with marketing strategy is positively related to marketing performance (Vorhies and Morgan, 2003). Katsikeas, Leonidou, Morgan(2000) analyzed export performance measures based on various primary data and indicated that the interrelation of export performance measures are considered. Vorhies and Morgan (2003) used the concept of ideal marketing organization profile and measured the relationship between fit of marketing capabilities and marketing strategies. Especially Shoham (1998) indicated that sales-related measures can be more reasonable for exporting firms at early stage, while profit-related measures can be more for export-experienced firms. These findings posit that to achieve high performance, high growth exporting firms understand the importance of fit between marketing capabilities and marketing strategies.

Anthocyanins are naturally occuring phytochemicals and the main components of the coloring of plants, flowers and fruits. They are known to elicit antioxidative, anti-inflammatory and cancer preventive activity. In this study, we investigated anthocyanins in black / yellow soybean seedcoats using different methods of detection - thin layer chromatography (TLC), capillary zone electrophoresis (CZE) and HPLC analysis. The anthocyanins in soybean seedcoats were extracted by five independent methods of extraction and the aglycons (anthocyanidins) of the corresponding anthocyanins were prepared by acid mediated hydrolysis. The anthocyanin / anthocyanidin in black soybean seedcoat showed characteristic TLC mobility, CZE electrophoretic retention and HPLC migration time while little of anthocyanins were detected from yellow soybean seedcoat. The extracted anthocyanins showed pH dependent retention time in CZE and spectral change in UV-Vis spectrum. HPLC analysis of the hydrolyzed extract of black soybean seedcoat identified the presence of four anthocyanidins. The major anthocyanin in black soybean seedcoat was cyanin (cyanidin-3-O-glucoside), with the relative order of anthocyanidin in cyanidin > delphinidin > petunidin > pelargonidin.

Livestock wastewater has high potential as one of energy resources because this wastewater is including high organic matter. Therefore the studies attempting to bio-gasification and bio-electricity generation using livestock wastewater is being tried. The pre-treatment system used in this study was the purpose to control the ammonia nitrogen in conjunction with the system and the microbial fuel cell. Because ammonia nitrogen is to inhibit the electricity generation efficiency of microbial fuel cell. These studies were to ascertain the effect of oxidants on the nitrogen removal in the pre-treatment system using catalyst and microbubbles to treat the ammonia nitrogen. The three kinds of oxidant such as air, oxygen (O2), and hydrogen peroxide (H2O2) were used to know the ammonia and nitrate nitrogen removal. This system was operated with four kinds of conditions. First method is O2 gas with 100 mL/min with 1ml of 30% H2O2 was supplied to the wastewater. A second method, the O2, with 400 and 1,000 mL/min was supplied through the flow meter before livestock wastewater was flow in the reactor. The last method, air was supplied 800 mL/min. The nitrate removal had no significant difference all conditions except the air supply. On the other hand, the ammonia and nitrate nitrogen removal when oxygen was supplied with 1000 mL O2/min was higher than that of the other conditions. The removal rate when air was supplied 800 mL/min was similar to the value in the supplied with 400 ml O2/min. This result showed that oxidant was important factor to improve the ammonia nitrogen removal rate.

To determine the expression levels of genes related to the salt stress response in rice, gene expression profiles were investigated through microarray analysis using the rice mutant line Till-II-877. There were no significant changes in physiological response under salt stress of the mutant increased less than that in the WT. The intensity of gene expression was analyzed and compared between the wild type and mutant lines using a microarray. Among the most significantly affected pathways, α-linolenic acid metabolism and linoleic acid metabolism (in lipid metabolism), fructose and mannose metabolism and glycolysis-gluconeogenesis (in carbohydrate metabolism), cysteine and methionine metabolism (in amino acid metabolism), and carbon fixation (in the energy metabolism of photosynthetic organisms) showed changes in gene expression levels under salt stress. These results further our understanding of the effects of salt stress in rice and may aid in the development of salt-tolerant rice cultivars.

Soluble sugar content in soybean seed is an important quality attribute for soyfood and feed. Usually, soluble sugars comprise 6 to 17% of total dry wt. in mature soybean seeds. In this study, 414 soybean mutant lines induced by gamma-ray were screened by colormetric assay, FACE (Fluorophore-assisted carbohydrate electrophoresis), and GC-MS to identify the change of soluble sugar contents. Among 414 soybean mutant lines, 12 mutant lines derived from three different soybean cultivars (Hwanggum, Paldal, and Bangsa) showed higher level of soluble sugar content compared to their original cultivars. However, 5 mutant lines derived from soybean landrace KAS 636-15 showed lower level in the colormetric assay. In FACE, 17 soybean mutant lines selected by colormetric assay also showed different band intensity compared with their original cultivars. However, there were no different soluble sugar patterns between soybean original cultivars and mutant lines. Finally, the variations of soluble sugar content in 17 soybean mutant lines were confirmed by using GC-MS. These mutant lines will be used for genetic study to find mutations of genes related soluble sugar biosynthesis.

The purpose of this study is to investigate the physicochemical characteristics of salinization of groundwater at the estern area of Cheju island. For this purpose, the major ions of groundwater. spring water are analyzed. The concentration of Cl- and Na-+K- contained in the groundwater at near the coastline are higher than those at inland area away from the coastline. The water quality components of groundwater observed at this area can be classified into 4 types such as Na-Cl, HCO3, Na-Cl-HCO3 and Ca-HCO3. The concentration ratio of SO4- to Cl- is 0.1354(R2=0.972) at this area. This value is very similar with Dittomer's ratio of 0.13. For Na-, K-, and Mg2+ versus Cl-, their ratios also show a significant relationship between sea water and groundwater in this area. From the chloride-bicarbonate ratio, it can be estimated that the intrusion distance of seawater from coastline to inland area is 2.8km at Onpyung-Nansan, Sangdo and Pyungdae areas, and 5.4㎞ at Kosung-Susan area. The mixing ratio between seawater and fresh water by the intrusion of seawater is decreased with the distance toward inland from coastline. This ratio(fresh water : seawater) is 80:20 in spring water adjacent the coastlines, Onpyung area and 99.8:0.2 in the well at No.3 of Susan located at inland away from the coastline. The concentration of Na- observed at field is 25∼45% lower than that theoretically calculated by this mixing ratio. Based on the data of EC, the equipotential line of 500μmhos/㎝ is located at 4∼5㎞ point at Kosung-Susan area and 2.5㎞ point at the other area. The equation of correlation between Cl- concentration and EC values is Cl-=0.1927EC-16.683 for the area lower than 500μmhos/㎝ and Cl-=0.2773EC for the area beyond 500 μmhos/㎝.