Background: Virtual reality (VR) programs based on motion capture camera are the most convenient and cost-effective approaches for remote rehabilitation. Assessment of physical function is critical for providing optimal VR rehabilitation training; however, direct muscle strength measurement using camera-based kinematic data is impracticable. Therefore, it is necessary to develop a method to indirectly estimate the muscle strength of users from the value obtained using a motion capture camera. Objects: The purpose of this study was to determine whether the pedaling speed converted using the VR engine from the captured foot position data in the VR environment can be used as an indirect way to evaluate knee muscle strength, and to investigate the validity and reliability of a camera-based VR program. Methods: Thirty healthy adults were included in this study. Each subject performed a 15-second maximum pedaling test in the VR and built-in speedometer modes. In the VR speedometer mode, a motion capture camera was used to detect the position of the ankle joints and automatically calculate the pedaling speed. An isokinetic dynamometer was used to assess the isometric and isokinetic peak torques of knee flexion and extension. Results: The pedaling speeds in VR and built-in speedometer modes revealed a significantly high positive correlation (r = 0.922). In addition, the intra-rater reliability of the pedaling speed in the VR speedometer mode was good (ICC [intraclass correlation coefficient] = 0.685). The results of the Pearson correlation analysis revealed a significant moderate positive correlation between the pedaling speed of the VR speedometer and the peak torque of knee isokinetic flexion (r = 0.639) and extension (r = 0.598). Conclusion: This study suggests the potential benefits of measuring the maximum pedaling speed using 3D depth camera in a VR environment as an indirect assessment of muscle strength. However, technological improvements must be followed to obtain more accurate estimation of muscle strength from the VR cycling test.

오늘 날 4 차 산업혁명으로 명명되는 기술적 융합과 디지털 신기술의 태동으로 인간의 노동을 대체할 수 있는 인공지능의 등장은 인간의 가치가 창의적인 사고에 있음을 다시금 깨닫게 하고 있다. 이와 같은 환경의 병화에서 많은 조직과 기업들은 창의적인 사고, 지식 공유 등을 통하여 고유한 가치를 개발하고 발전시키기 위해 노력하고 있다. 조직 내 창의성은 단순히 창의적인 개인으로 인하여 만들어 질 수 있는 것이 아니라, 구성원이 창의적일 수 있는 조직문화가 중요하다. 많은 연구에서는 리더의 역할이 조직문화 조성에 중요한 기반으로 보고 있다. 본 연구에서는 변혁적 리더십과 거래적 리더십의 개념 및 구성요소에 대한 명확한 설명을 토대로 팔로어의 창의성과 리더십의 관계를 검증하고자 한다. 기존에 연구된 리더십과 창의성의 관계에 팔로어의 정체성을 매개변수로, 지각된 조직지원인식을 조절변수로 하여 보다 포괄적인 관계를 알 수 있을 것으로 생각한다. 연구를 위해 중국 북경과 상하이의 기업을 대상으로 설문을 실시하여 242 부의 설문지를 통계에 사용하였다. 가설검증 결과 변혁적 리더십과 거래적 리더십은 오두 팔로어의 창의성에 긍정적인 영향이 있는 것으로 나타났다. 또한 팔로어의 정체성이 리더십과 팔로어의 창의성의 관계를 매개하고 있으며, 리더십과 팔로어의 관계적 정체성은 지각된 조직지원인식에 의해 조절되고 있었다. 이와 같은 연구결과를 바탕으로 연구의 시사점, 한계점 및 향후의 연구 방향이 제시되었다.

Introduction Customer co-creation – customers‘ active participation and interaction with the company during their consumption processes, has gained increasing attention in tourism industry (Bertella, 2014; Chathoth et al., 2016; Campos, 2015). For example, Finnair and Helsinki airport invited passengers to workshop for co-developing new service concepts to improve passenger experience (Loukas, 2013). Despite of the increasing enthusiasm at the firm‘s side, customers do not necessarily share the mindset and feel ready for cocreation. The success of value co-creation greatly depends on continuous collaboration between customers and companies (Chathoth et al., 2013), making knowledge regarding customers‘ engagement in value co-creation essential. However, insufficient research attention has been devoted to theorize and empirically investigate the drivers of cocreation behavior in tourism (Grissemann & Stokburger-Sauer, 2012). To address this research gap, we draw on the organizational socialization theory (Van Maanen & Schein, 1979) to propose and empirically test customer education as driving factor for tourists‘ co-creation behavior during their tours. Additionally, we propose customer readiness as a mechanism mediating the effect of customer education on value co-creation behavior, while such effect should depend on tourists‘ involvement with tourism. Background and hypotheses development Organizational socialization refers to the process by which a newcomer gradually absorbs values, abilities, expected behaviors, and necessary social knowledge for assuming an organizational role and for participating as an organizational member (Louis, 1980, p. 229–230). Similar to the organizational socialization perspective, customer socialization characterizes how customers develop skills, knowledge, and attitude relevant to the marketplace (Ward, 1975), which offers a lens to explain how service providers can assist customers and behave as effective co-creators in the service system (Claycomb, Lengnick-Hall, and Inks, 2001). Büttgen et al (2012) demonstrated that customer socialization by training tactic has more important influence on consistent beliefs of service quality than prior reinforcement experiences, which engenders co-production motivation, in turn, leading to coproduction behavior as distal outcome of the socialization tactic. Previous studies suggest favorable customer outcomes to derive from the provision of customer education (Damali et al., 2016). Thus, this study proposed customer education as a socializing tactic, which is mediated by customer readiness for co-creation, to determine tourists co-creation behavior. The concept of co-creation has gained increasing attention in tourism literature, which is often described as the tourist‘s active participation, engagement and interaction during the consumption experience (e.g., Bertella, 2014; So et al., 2014). As Prahalad and Ramaswamy (2004, p. 8) stated, cocreation is ―the joint creation of value by the company and the customer, allowing the customer to co-construct the service experience to suit her context‖. Indeed, creating a favorable, memorable experience involves not only the service providers but also the tourism customers because customers are always the value co-creator (Vargo and Lusch, 2004). Challagalla and colleagues (2009) posit that firms can reach out to contact the customers to provide service after a sale is complete, rather than respond upon the customer‘s requests. In specific, Challagalla and et al. (2009) suggest the proactive service initiatives to consist of three dimensions, namely proactive prevention, proactive education, and proactive feedback seeking. In this study, the three key forms of proactive post-sales services proposed by Challagalla et al. (2009) provides a foundation that helps us to conceive customer co-creation behavior and define the dimensions underlying customer co-creation behavior of tourism services. Customer education, according to Meer (1984), involves learning activities that are organized and sustained by a firm to impart attitudes, knowledge or skills to customers or potential customers. Meanwhile, customer co-creation readiness (CCR) as a customer‘s condition or state in which he/she feels prepared to collaborate with service provider in value co-creation behavior, indicated by role clarity, ability and motivation to co-create (Meuter et al., 2005). Proper socialization process helps customers understand the product or service process as well as their role in performing service tasks, which not only could prevent customer‘s disruptive behaviors during the service process but also facilitate service flow and productivity (Rollag, 2012). Taken together, we propose the following hypotheses: H1: customer education will have a positive effect on customer co-creation behavior H2: Customer co-creation readiness will mediate the positive effect of customer education on customer co-creation behavior. Further, we postulate that tourist‘s product involvement is a boundary condition that constrains the positive effect of customer socialization. Socialization process does not always have much weight on tourists because the influence of socialization on each individual depends on tourists‘ individual characteristics (Van Maanen & Schein, 1979). Some tourists are highly interested in traveling whereas some consider traveling as a dessert in their meal. In line of this sense, we suggest the following hypothesis: H3: Product involvement will negatively moderate the mediation effect of customer co-creation readiness on co-creation behavior. Methodology The survey was posted on several well-known travel forums and referral networks. After eliminating invalid surveys, the authors obtain 300 valid questionnaires. Table 1 presents the sample characteristics. Customer education are measured by four items adapted from Bell and Eisingerich (2007). Product involvement depicts a customer‘s inherent needs, values, and interest towards tourism and is measured by ten items from Zaichkowsky (1985, 1994). Customer co-creation readiness is measured as a reflective first-order and reflective second-order construct by three dimensions: role clarity, ability, and motivation with 12 items adapted by Dellande et al. (2004) and Meuter et al. (2005). Customer co-creation behavior is measured as a reflective second order and reflective first order construct constituted by three dimensions of co-creation behavior with 12 items developed based on the review of concerns in the pre-site, on-site and post-site from several famous travel agencies. Results Measurement validation of constructs from construct reliability, convergent validity to discriminant validity were examined; and the results are provided in the table 2, indicating measurement validation requirements are satisfactory. Then, hypotheses testing was performed. In each analysis, we control variables, including customer gender, previous transaction experience with the travel agency (EP), and social desirability (SD), which are expected to have potential influence on co-creation behavior. H1 predicts a positive relationship between customer education and value co-creation. In support of H1, the analysis shows that customer education positively relates to co-creation of customers (β = 0.272, p = 0.043, R2adjusted= 0.292). Gender (β =-0.170, p<0.001) and SD (β =0.141, p=0.011) are negatively and positively related to customer co-creation behavior respectively. To test the mediating effect of customer readiness on the relationship between customer education and customer co-creation behavior, we used the PROCESS Macro (model 4) developed by Hayes‘s (2013) and estimated the effects with a bootstrap sample of 5000 cases. The indirect effect test indicates that customer education had a significantly positive effect on customer co-creation via the mediation of customer readiness for co-creation (0.312; 95% bootstrap CI [0.157, 0.517]) because the confidence interval did not include zero. The results support H2. Gender also has a significant effect on customer co-creation (β =-0.189, p <0.05). H3 postulated that product involvement will moderate the mediation effect of customer readiness. We used the PROCESS macro model 8 established by Hayes (2013) to test the moderated mediation. The conditional indirect effect test shows that customer readiness significantly mediates the influence of customer education on customer co-creation behavior, regardless of the level of product involvement (zero was not included in the confidence intervals). Nonetheless, customer education on customer co-creation behavior via customer readiness is significant and stronger in low level of product involvement (0.281; 95% bootstrap CI [0.186, 0.398]) but weaker in high level of product involvement (0.128; 95% bootstrap CI [0.029, 0.256]). Therefore, H3 is supported. Among the controlled variables, gender is the only significant predictor of customer co-creation behavior (β =-0.158, p<0.05). In a summary of dominant results of control variables, gender is significant in all three of the tested hypotheses; particularly, female shows a higher level of co-creation behavior than male. Conclusion we introduced organizational socialization theory to the literature on co-creation of tourism context and explored the effect of firms‘ education effort to socialize customers in co-creation activities. We found customer education as a socialization tactic and then conducting an empirical study by collecting data from several travel agencies to investigate the effect of firms‘ socialization tactic on customer co-creation. The results suggest that customer education could promote customer co-creation through customer readiness as a mediator. We also investigated whether the effect of socialization tactic differs on the different levels of product involvement. The results show that customers with high involvement were less influenced by customer education than those with low involvement.

China is the world’s largest social network market in the world. The importance of tapping this massive market with rapid growth rate can’t be overstated. It has been widely acknowledged that culture is a significant variable in consumer attitudes and consumer behavior. Given that culture may influence individual’s interaction and consumption through social media, it is imperative to examine cultures’ influence in social media usage where much of the information is usually user generated. Traditionally, demographics like age, gender, education etc., are also considered as the key socioeconomic factors determining consumers’ media selection and buying decisions. To fill the research gap, this study is designed 1) to investigate the relationship between cultural dimensions and social media usages in China by introducing mediating factors of attitudes toward social media; 2) to investigate the role of individual characteristics (e.g., gender and living location) play on social networks usage in China. Pretest among small groups was first conducted for the purpose of scale validity evaluation. Later, a translation and back-translation method was employed to achieve the translation equivalence. A random stratified sample was obtained from an online panel in China in January 2018. A computer-assisted web interviews was conducted with adults age above 18. Total 600 usable samples were obtained in China in January 2018. The findings of this study evidenced the important role culture plays in defining the social context within which individuals behave. The result showed a strong positive relationship between power distance and negative attitude toward social media. This study also found a negative relationship between masculinity and using social media for direct purchase. The finding supports the fact that social networking, which has a strong focus on relationship building, is a relatively feminine value. Thus, the members of social networking, which espouses feminine values, demonstrate a more social orientation and expectation of shared values. Marketers need to ensure that they make their social media outlets user friendly and their spaces encourage communication and connectedness for their users.

Subsurface cavities in the asphalt pavement which can cause road depression and cave-in accidents influence on the safety of pedestrians and vehicle drivers in the urban area. The existence of subsurface cavity can increase the tensile strain at the bottom of asphalt layer which is an indicator of fatigue cracking potential, and leads to the weakening of the pavement structural capacity. In this study, the finite element (FE) analysis was conducted to examine the relationship between the critical pavement responses and influencing factors, such as cavity depth and size, asphalt layer thickness, and asphalt concrete modulus. The surface deflections and tensile strains calculated from the ABAQUS FE program were compared to those from ILLIPAVE. It is found from this comparison that there are a good relationship between two analysis results. A three dimensional finite element model which is essential to simulate the hexahedral cavity were used to generate the synthetic database of critical pavement responses. To validate the developed model, the deflection data obtained from field Falling Weight Deflectometer (FWD) testing in four different locations were compared to FE deflections. It is found that the center deflections obtained from the FWD testing and FE analysis are similar to each other with an error values of 2.7, 4.4, 5.5, and 11.9 % respectively. The FE model developed in this study seems to be acceptable in simulating actual field cavity condition. On the basis of the data in the database, various analyses were conducted to estimate the effect of influencing factors on the critical pavement responses. It was found that the tensile strain at the bottom of asphalt layer is affected by all the factors but the most affected by the cavity depth and asphalt concrete modulus. Further studies are recommended to properly account for the effect of cavity’s geometry to pavement response.

The aim of the present study was to investigate the effects of unilateral shoulder bag weight and heel heights on trunk muscle activities. This study recruited 40 healthy women in their twenties. Electromyography activities of rectus abdominis muscle, external abdominal oblique muscle, internal abdominal oblique muscle and erector spinae muscle during standing position were measured using a surface electromyography system. The overall muscle activities of the trunk muscles were significantly increased in the contralateral trunk muscles (p<.05). Inaddition, the trunk muscles overall activities on the contralateral side without the shoulder bag was positive correlation with the heel height and unilateral shoulder bag weight (p<.05). Both high-heeled wear and unilateral shoulder bags are fashion items that cause asymmetry in the trunk muscles of women in their twenties. These findings suggest that the increase in the weight and heel height of the unilateral shoulder bag in women cause asymmetry of trunk muscle activities.

“Today I was persuaded to spend more than $200 on a lotion in Barneys. The price difference (between online and store) is $75. However, the store salesman told me that it is only few dollars way! I felt humiliated by the upscale society.” Lawrence, a 22 years old male Chinese who is an international undergraduate student studying marketing in a public U.S. university, posted the above status on his WeChat moments. With its fast growing economy and huge population, China has become one of the most lucrative markets for luxury brands (Zhan and He 2012). In fact, China has surpassed Japan and become the No.1 luxury products’ spender in the world, accounting more than one-quarter of the global luxury brand expenditure (Yousuf 2012). According to Bian & Company’s study (2016), $ 17.6 billion were spent on Chinese luxury market in 2015. In the past, the core Chinese luxury consumers are female middle-class and up-class consumers (Zhan and He 2012). In recent years, the faces of Chinese luxury consumers have gradually changed: more and more Chinese luxury goods buyers are males, and they actually spend more money on average than women do (Chen, 2016). In addition, the Chinese culture is different from the Western culture (Li, Li and Kambelle 2012). Accordingly, Chinese luxury consumption follows its own patterns and trends, which may not always resemble those of the Western world (Li, Li and Kambelle 2012). Previous studies have revealed unique characteristics of Chinese luxury consumers, in terms of motivations, for example, Mianzi (prestigious face) (Li and Su 2007; Wang and Ahuvia 1998), subcultures (Wang, Sun and Song 2011), public meaning (Wang, Sun and Song 2011), gift giving (Li and Su 2007), and reference groups (Li and Su 2007). All of those studies emphasized the cultural and social dimensions of luxury brands’ consumption. Given these distinctive characteristics of the Chinese market, Western luxury brands have made use of all possible communication methods to connect with Chinese consumers. One of the seemingly promising channels is the Internet. The Internet breaks down geographical and temporal boundaries (Kozinets 1999), and enables Western luxury brands to connect with overseas markets. Among all the digital advertising tools, social media have become increasingly important in the Chinese market (Kim and Ko 2012). In 2015 alone, there were 574 million active mobile social media users in China (Kemp 2015). Due to the large number of social media users, Western luxury brands, like Burberry (Phan, Thomas, and Heine 2011), have started practicing social media advertising (Okonkwo 2009). Accordingly, several challenges emerge. With the rising popularity of social media, Chinese consumers increasingly demand Western luxury brands’ social presence online. Looking at the bright side, social media allows Western luxury brands to show a desirable brand image (Okonkwo 2009; Tynan, McKechnie, and Chhoun 2010) and maintain customer relationship (Kim and Ko 2012). However, concerns about negative consumer comments and their potential impact on brand images (Britten 2013; Macnamara and Zerfass 2012; Singer 2014) loom large. Thus, it remains a question whether and to what extent Western luxury brands embrace the interactive media. Moreover, it is unclear how Chinese consumers perceive their social media advertising effort. In particular, how Chinese young males, the new market segment, interpret luxury brands’ social media advertising presence is an untapped research field. Thus, the purpose of this study is to fill the research gap by exploring how Chinese young male consumers understand and interpret luxury brands’ social media advertising. Given the exploratory nature of the study, a qualitative research approach is adopted (Creswell 2013).

With its fast growing economy and huge population, China has become one of the most lucrative markets for luxury brands (Zhan and He 2012). In fact, China has surpassed Japan and become the No.1 luxury products spender in the world, accounting more than one-quarter of the global luxury brand expenditure (Artsmon et al. 2012). Chinese middle-class consumers thus have become important targets of luxury brands (Zhan and He 2012). However, China’s culture is different from Western cultures (Li, Li and Kambelle 2012), and Chinese luxury consumers have their distinctive characteristics (Buchwald, 2015). Therefore, Chinese luxury consumption may not follow the trends of Western world (Li, Li and Kambelle 2012). Previous studies have explored Chinese luxury consumers’ perceptions and receptivity of luxury brands in different cultural contexts (Bian and Forsythe 2012; Wang, Sun and Song 2011; Zhan and He 2012; Wang, Sun and Song 2011; Li, Li and Kanbelle 2012; Oswald 2010, Li and Su 2007; Wang and Ahuvia 1998). However, all those studies have only investigated luxury brands’ marketing strategies in traditional offline worlds. With the emergence of digital technology, luxury brands have started building presence in online world through different digital marketing strategies (Okonkwo 2009). Among all the digital marketing tools, social media marketing has become an increasingly important marketing communication weapon (Kim and Ko, 2012). While the luxury brands have widely accepted social media marketing, the academic research largely lags behind, Only limited number of studies have examined luxury brands’ social media marketing strategies (Tynan, McKechnie, and Chhoun, 2010; Kim and Ko, 2012). No study, to the authors’ knowledge, has been conducted to investigate luxury brands’ social media marketing strategies in connecting with Chinese consumers. In addition, previous studies on luxury brands marketing have conducted either quantitatively (Bian and Forsythe 2012; Wang, Sun and Song 2011; Zhan and He 2012; Wang, Sun and Song 2011; Li, Li and Kanbelle 2012) or qualitatively (Oswald 2010, Li and Su 2007; Wang and Ahuvia 1998) from either consumers’ or marketer’s perspective. In order to fill the research gaps, the current study is designed to explore the phenomenon with a mixed method by integrating both marketers’ social media marketing strategies and consumers’ interpretation of those marketers’ social media marketing in the contextof China. Specifically, a quantitative content analysis was conducted to examine marketers’ social media marketing strategies on a Chinese social media platform: WeChat; in the meanwhile, a qualitative study was conducted to explore Chinese female affluent consumers’ interpretations of those social media strategies transmitted via WeChat. Based on the research purpose, two overarching research questions were proposed: R1: Do Western luxury brand use social media platform of WeChat to build social presence, create self-presentation or interact with consumers? R2: What are Chinese female affluent consumers’ perceptions and interpretations of luxury brands’ social media marketing communication strategies via WeChat? Methodology The current study used a mixed methodological approach (Creswell 2014). Specifically, a quantitative content analysis (Krippendorff 2012) and a phenomenological study (Creswell 2012) were conducted to investigate luxury brands’ social media marketing communication strategies via WeChat and Chinese female affluent consumers’ perception toward those marketing communication strategies. Initial Findings Study 1 So far, 50% (N = 60) of the sample was analyzed. RQ1 asked about the luxury brands’ marketing communication strategies. The initial frequencies of each coded variable are reported in Table 1. Table 1. Frequencies of Coded Variables The results showed that more than half of the coded messages had images, showed products/brands in images or videos, provided event, discount and other promotional information, described products’ physical features and attributes, contained celebrities, sought action-based participation, and applied hyperlinks. The initial data suggest that a major use of social media in luxury brand advertising is to build the brand’s social presence by extensively using visuals. Images were found in 44 messages, and 25 of them used 6 or more images. Most of these images showed products or brands. Video also appeared in 14 messages. The initial results also suggest consumer interaction and engagement is restricted to the lowest level. The two major ways of interaction were hyperlinks and action-based participation. A close examination showed that these two were often used together. A hyperlink used anchor text that contained a call for action-based participation, like “read more,” “get the coupon,” etc. A lot of these actions related to consuming content, like reading, downloading or sharing, which is the lowest level of brand related-activeness on branded social media sites (Muntinga, Moorman, and Smit 2011).Additionally, product/brand information and physical features and attributes were frequently mentioned, suggesting that luxury brands use social media for information dissemination. WeChat has a large size of active users, and self-disclosure of information on social media can create a sense of close relationship (Kaplan and Haelein, 2010). High product quality, especially in terms of design and craftsmanship were frequently addressed, suggesting that that social media are used to communicate the nuances of brand’s social meanings. For example, some messages described the conceptualization of the design, the processing of handcrafting, and the meaning of the design, etc. These deeper meaning of a brand is often left out of traditional methods of advertising because of limited space or time. Celebrity was one of the major methods to create social meaning, suggesting that luxury brands use social media to leverage parasocial interaction between celebrities and consumers. Parasocial interaction refers to consumers’ perception of personal relationship with media personalities (Men and Tsai 2013). Among the sample messages, there were interviews with famous designers, advices and recommendations from celebrities about luxury brand and fashion, etc. These messages offer an opportunity for consumers to connect with celebrities, and subsequently, associate luxury brands with these iconic figures (McCraken, 1989). All in all, Western luxury brands largely use social media to build social presence, disseminate information, and communicate brand’s social meanings. Luxury brands frequently interact with audiences on social media but the level of consumer engagement is restricted. Study 2 The participants’ interpretations of WeChat provide a unique context and form a crucial referential framework for them to interpret luxury brands’ marketing communications on this particular social media platform. Specifically, the themes that emerged regarding those Chinese female affluent consumers’ perceptions of the social medium are an intimate friend vs. an everyday assistant, simple vs. complicated, and stickiness vs. interactivity; and, the themes regarding the participants’ interpretation of luxury brands’ marketing communications include inactive, conservative, and distance. Based on their own experiences of social media marketing and from consumers’ perspectives, the participants also provided insightful suggestions for luxury brands to improve their social media marketing to better connect with their consumers. Interpretation of WeChat An Intimate Friend vs. An Everyday Assistant According to the participants, their usage and composition of friends on WeChat has kept changing and evolving. At the initial stage of their usage, all the friends on WeChat were family members and close friends. At that time, WeChat constructed a small, closed, and intimate social circle for them to communicate, socialize, and entertain themselves and their WeChat friends in a carefree and relaxing way. In this sense, WeChat is like a good friend, who can accompany them and chat with them whenever they need him/her. Later, with the number of WeChat friends increasing and expanding, the composition of theirWeChat friends has also become complicated: different social relationships have been added to their WeChat friend list. Accordingly, based on the closeness and remoteness, they categorize their WeChat friends and communicate and socialize with them in a more cautious and delicate way. In this sense, WeChat has also changed to an office assistant who helps them to manage and maintain their social relationships. Simple vs. Complicated With the change of WeChat and the revolution of participants’ usage and experiences, in the life-worlds of the participants, WeChat has transformed from a simple chatting app to a multi-functional personal service hub. At the initial usage of stage, according to the participants, the major function of WeChat is a chatting app to communicate with their friends conveniently. Later, with more functions to be added to WeChat, WeChat has evolved to a complicated personal service hub to serve various personal and commercial purposes for the participants. Stickiness vs. Interactivity According to the participants, WeChat is a unique social media platform with high stickiness but low interactivity. The participants indicated that they use WeChat all the time, and they have to check their WeChat numerous times during a day. In other words, WeChat is considered as a high frequency social media app. In the meantime, the participants felt that WeChat is lacking interactivity when comparing to other social media platforms such as microblogging. They stated that the possible interactive activities on WeChat are very limited. In other words, in the life-world of the participants, WeChat is perceived as a less reciprocative social media platform. Interpretation of Luxury Brands’ Marketing Communication on WeChat Inactive According to the participants, the luxury brands’ WeChat public accounts are less active than other brands’ public accounts. Those luxury brands’ WeChat public accounts post information less frequently and seldom interact with followers. This is actually put those luxury brands in a relatively negative marketing position on WeChat. The participants indicated that they follow many public accounts. Because the luxury brands’ public accounts are not very active, without constant reminder, the followers may gradually forget about those luxury brands’ public accounts and stop checking their accounts’ updates. Conservative In addition to be seen as inactive, the luxury brands’ WeChat public accounts are also perceived to be conservative. According to the participants, compared to other brands, luxury brands’ WeChat public accounts are too serious, less interesting, and lacking entertainment. The participants felt that the luxury brands are very cautious and careful regarding their WeChat presence. Therefore, their WeChat posts are generally too conservative and formal, lacking creativity and uniqueness. As a result, the participants couldn’t remember any impressive and unforgettable post from those luxury brands’ WeChat public accounts.Distance In the participants’ eyes, the luxury brands are perceived to intentionally keep a certain distance from WeChat users. The participants felt that on the one hand the luxury brands are trying hard to connect with their consumers on social media, on the other hand, they are also trying to preserve their luxury brand image on this media platform by alienating general WeChat users. However, the participants felt it is not easy for luxury brands to achieve those two purposes successfully on WeChat. Suggestion of Luxury Brands’ Marketing Communication on WeChat Based on their perceptions and experiences of luxury brands’ social media marketing, the participants offered several insightful suggestions for luxury brands to improve their social marketing endeavors to better connect with their consumers. According to the participants, the most important marketing communication strategy via social media that luxury brands could adopt is to collaborate with opinion leaders (Katz and Lazarsfeld 1957) on social media to humanize, personalize, and entertainize their marketing communications. As the participants indicated, there are many successful and popular personal fashion public accounts on WeChat which have millions of loyal followers. Those personal fashion public accounts usually have unique styles and characteristics that are attractive to and well-liked by their followers. Compared to luxury brands’ official public accounts, those personal public accounts are perceived more humanized, personal, and closer to consumers. In addition, those accounts also have more flexibility to be creative and entertaining thus providing a better social media experience for luxury brands’ consumers. For luxury brands’ own public accounts on social media, the participants suggested that those luxury brands should become more active on social media by posting messages more frequently and constantly reminding consumers of their social presence. In addition, the participants think those luxury brands should be more adventurous on social media by being more creative and expressing more entertaining spirit.

In the global knowledge economy society, the quality of human resource is the key for competition. Adults are the mainstream of workforce and therefore adult learning has been a crucial investment for economic targets. Due to the characteristic, adult learning is offered by diverse stakeholders and how to improve the partnership between providers has been a significant issue. The paper is based on an empirical study in Chinese Taipei’s local communities and there are meaningful results explored into 311 subjects in six different local communities. The findings are intended to apply in APEC member countries and recommendations are raised to develop educational partnership and networking for competing in global knowledge economy society.

Soybean has been cultivated in China for 5,000 years. The soybean cyst neamtode (SCN), Heterodra glycines, was recongnized in Northeastern China in 1899. Currently, it is known to occur in 12 provinces. The biology of SCN was investigated in several provinces. Six races of SCN were identified (race 1, 2, 3, 4, 5 and 7). About f10,000 soybean germplasm lines were evaluated for their resistance to race 1, 3, 4 and 5 of SCN. At least two black-seeded cultivars are resistant to all four races. Several tolerant soybean cultivars with yellow seed coat were released and are in production. Additional resistant cultivars are being developed. Nematicides were not applied in production Potential biocontrol agents and related aspects are being investigated.

Stachys affinis tubers are known for its high content of stachyose and eaten as an edible vegetable. In this work, we assessed on the anti-inflammatory and anti-proliferation activity of a various type of extracts derived from S. affinis tubers. The n-hexane and dichloromethane fractions were showed the high cytotoxicity on the cell lines including RAW264.7 macrophages, HEK293 human kidney cell, A549 human lung cancer cell, KB human oral cancer cell, and a PC-3 human prostate cancer cell. N-butanol and water fractions were not exhibited cytotoxicity on the tested cancer cells, limited in anti-inflammatory and anti-cancer activities. Nevertheless, the ethyl acetate fraction showed little harm to RAW264.7 cells but inhibited the production of nitric oxide (NO) and prostaglandin E2 (PGE2) significantly. In addition, it arrests the cell growth in A549, KB, and PC-3 cell while little cytotoxicity on HEK293 cells. Consequently, these results supported that the ethyl acetate fraction of S. affinis tubers could be a potential anti-inflammatory and anti-cancer ingredient.

The anti-diabetic effect of Cirsium setidens water extract and the combinations with Bletilla striata, Cymbidium kanran, and Sparganium stoloniferum Buch.-Ham. ethanolic extracts had been studied. The combination of four extracts (3:1:1:1) showed larger anti-diabetic activity in vitro and in vivo. It is notable that the single water extract from C. setidens exhibited more effective anti-diabetic effect than most of the combinations. We also investigated whether fermentation process was promoted the anti-diabetic activity. The data suggested the fermentation product of combination of four extracts (3:1:1:1) exhibited the strongest activity both in vitro and in vivo, which was higher than the non-fermented group. The result indicated the fermentation and the appropriate combination of extracts enhanced the anti-diabetes activity.