A rapid cold hardening (RCH) and supercooling capacity usually play crucial roles in survival during the overwintering period in the tobacco budworm, Helicoverpa assulta, a freeze-susceptible species. Cryoprotectants such as polyol or sugar affect RCH and maintain fluid status of hemolymph. This study is performed to identify cryoprotectants as a RCH factor in H. assulta. Pre-exposure of H. assulta larvae to 4℃ significantly increased survival at -10℃ in all developmental stages from egg to adult. RCH was dependent on the duration of the pre-exposure period. RCH also significantly enhanced the supercooling capacity. Analysis of cryoprotectants from the hemolymph revealed that the pre-exposure treatment allowed the larvae to accumulate glycerol and trehalose among polyols examined. In addition, unknown materials from 2 peaks were also increased. TIC analysis revealed 3 predicted formulas for unknown materials, C26H24O20S or C3H4N6OS and C22H20O21. Glycerol-3-phosphate dehydrogenase (GPDH) and glycerol 3-phosphatase (G3P) that involving in glycerol biosynthesis were identified from the transcriptome of H. assulta 4th instar larvae. Based on the expression level of transcripts, the expressions of GPDH and G3P were relatively increased when compared to that of the control, suggesting that these genes contribute to overwintering and biosynthesis of glycerol.

With an effort to verify the involvement load hypothesis, this study investigates the effects of three different vocabulary learning tasks - reading, filling in blanks, and sentence writing - on learners' short and long term memory when they are provided with the theoretically identical level of involvement tasks. It is also to examine whether there are any differences of learning effects between input and output vocabulary learning tasks. The experiments were conducted with 86 Korean middle school students grouped by three different task types. Pre-/post-tests and delayed tests were administered and analyzed. It was found that three vocabulary tasks with theoretically identical levels of involvement do not have the same learning effects: the involvement load hypothesis was not completely proved in the case of Korean students' vocabulary learning. The findings implied that (i) the difference of vocabulary learning tasks should be considered even though they have the same involvement load; (ii) given that EFL students learn new words in a limited amount of time in class, the reading task using a dictionary is found to be very helpful; and (iii) it is important to study target vocabulary repeatedly during class and to expose the vocabulary with different tasks to enhance students' retention of the newly learned vocabulary.

This study aimed to identify the effects of health-related menu choice attributes on customer behavioral intentions at wellbeing restaurants and analyze the moderating effects of food involvement and trust, which can influence customer preference and their intentions to visit well-being restaurants. This study designed a survey, and 351 respondents who have eaten at well-being restaurants completed the questionnaire. Exploratory factor analyses were conducted to identify underlying dimensions related to health-related menu choice attributes, food involvement, and customer behavioral intentions toward well-being restaurants. The three factors regarding health-related menu choice attributes and the three factors related to food involvement were identified. In order to test the relationships between health-related menu choice attributes and behavioral intentions as well as to investigate the moderating effects of food involvement and trust, hierarchical regression analyses were conducted. Results indicated that the three factors of health-related menu choice attributes were significantly and positively related to behavioral intentions. Among food involvement factors, dining environment and cooking were significantly related to behavioral intentions toward well-being restaurants. Trust had a significant influence on behavioral intentions. Results showed that food involvement and trust could moderate the effects of health-related menu choice attributes on behavioral intentions toward well-being restaurants.

This study understood what effect was produced on the purchasing decision making of outdoor wear by a shopping orientation, fashion involvement and demographic characteristics offered practical suggestions as to what effect was produced on the store selection criteria, product selection criteria for purchasing decision making in purchasing outdoor wear. This research was conducted through a questionnaire survey, and 397 males in were collected for analysis. The results were as follows. First, shopping orientation group was classified into hedonic shopping orientation group and utilitarian shopping orientation group. And it was classified into high fashion involvement group and low fashion involvement group according to fashion involvement. Product selection criteria were classified into 2 factors such as intrinsic attributes and extrinsic attributes. And store selection criteria were classified into 4 factors such as store atmosphere, store environment, promotion and salesmen. Second, there was partly significant difference in product selection criteria, and store selection criteria between utilitarian shopping group and hedonic shopping group. Third, there was significant difference in product selection criteria and store selection criteria between high fashion involvement group and low fashion involvement group. Finally, there was significant difference in the and according to age, job, and income among demographic characteristics.

The purpose of the current study was to explore the effects of background knowledge, time pressure, and involvement on reading comprehension. One hundred and twenty college students read three passages and answered comprehension questions in eight different experimental conditions: activated vs inactivated background knowledge, with vs without time pressure, and high vs low involvement. The results showed main effects of background knowledge and involvement on reading comprehension, indicating essential roles of background knowledge in facilitating the processes of reading comprehension in Korea’s EFL educational contexts. In addition, the study found an interaction effect of background knowledge and time pressure on reading comprehension. Pedagogical implications are suggested.

본 연구는 임금피크제(wage peak system) 도입에 관한 구성원 인식과 직무태도 간의 관계를 실증적으로 분석한 논문이다. 임금피크제는 최근 들어 학계와 실무현장에서 중요하게 대두되고 있는 인사제도로서, 본 논문에서 임금피크제의 중요성과 이론적 배경을 설명하고 임금피크제 도입에 대한 조직 구성원들의 인식이 직무몰입에 미치는 영향을 실증하였다. 추가적으로, 이 둘 사이의 관계를 조절하는 상황요인으로 작용하는 조직시민행동의 상호작용 효과를 검정하였다. 편의표본추출 방식을 통하여 국내 19개 기업의 구성원 200명을 설문조사하고, 응답결과를 분석하였다. 다중회귀분석 결과, 첫째 임금피크제 도입에 대한 구성원의 긍정적인 인식은 직무몰입에 유의하게 정(+)적인 영향을 미치고 있었다. 둘째, 임금피크제 긍정적 인식이 직무몰입에 미치는 정(+)적인 영향은 조직시민행동이 높은 구성원일수록 더 강하게 나타났다. 이상의 실증결과들을 기초로 이론적, 실무적 함의를 제시하고 연구의 한계와 향후 연구의 방향을 토론하였다.

This study aims to investigate the role of product involvement on the relationship between price deals and brand equity in the context of brand knowledge and brand associations. This study extends the previous literature on brand equity by focusing on how a consumer perceives brand in high and low levels of product involvement. Eight hundred and twenty-six sets of questionnaires were completed and usable. The findings support the idea that the level of product involvement has a significant effect and moderates the relationship between price deals and brand equity in the mind of a consumer.

Purpose Two patterns of consumer value creation are commonly observed in literature: standardisation and customisation of products. An important value-creating feature of standard products is reduction of consumer costs, both direct (prices of standard products are lower) and indirect (costs of recognising, selecting and learning-to-use). Personalised production, on the contrary, is costly, but the decrease in value due to a complexity of choice and use is compensated by an additional value from the perfect fitting to THE consumer needs. Service industry, especially B2B services, provides a good example of personalisation. This paper focuses on marketing to study drivers and determinants of the successful value creation in an individualised service production. Incentives to provide bespoke services arise when it is impossible to sell a second copy (a replica) of previously provided services: the service should be personally tailored and tuned to the needs of a particular customer. Bespoke services cannot be properly produced without detailed information about THE customers’ needs; a common knowledge about a representative consumer is not sufficient in this case. Customised KIBS have two producers: first, the service provider, who inputs its intellectual human resources; second, the customer, whose input is information, i.e. knowledge about itself. This phenomenon is known as co-production. The value of a customised service is therefore added by consumer as well. Co-production adds value to the supplied item by transforming it from replica into a unique object. The purpose of the current paper is to analyse the mechanism of co-production in marketing services in order to identify the sources of the above mentioned inefficiencies. Methodology The study of marketing services is part of the broader study of knowledge-intensive business services (KIBS) in Russia. Our methodology includes the study of observable patterns in KIBS sector performance with an objective to arrive at a better conceptual understanding of contemporary practices. We employ empirical data from 2007-13 obtained from specialised surveys of Russian executives who were asked to answer questions both on their own company and on market developments. The survey covers 600-800 producers of KIBS annually, and one tenth of them are suppliers of marketing services. Furthermore, in 2007, 2011 and in 2013 the survey involved over 700 business consumers of KIBS, of whom at least one third are users of marketing services. Marketing services involve a visible share of customised production (up to 70 per cent before the recent economic downturn), which makes them a convenient field for a research on individualised services. Original metrics of their knowledge intensity, level of customisation, customer involvement and customers’ absorptive capacity are the most important empirical outcomes of our surveys. Maim findings First, we argue that marketing services in Russia are highly knowledge intensive. The literature on KIBS usually proposes three main characteristic of knowledge intensity: 1) educational attainments of the workforce that are associated with the level of professional skills; 2) share of the value-added, and 3) share of customised services. With our original methodic we obtain quantitative metrics of all the three characteristics and prove high knowledge intensity of marketing services. Second, we present thorough investigation of provider-customer relations within service production. We provide original metrics of the intensity of customer co-production and show that the users of marketing services are deeply involved into co-production. We also demonstrate how the level of co-production fluctuates along the service production cycle to prove our hypothesis about positive relation between the intensity of customers’ involvement and their ability to add value to customised services. Third, we prove that value adding via co-production of marketing services is rarely absolutely efficient. The losses in efficiency results in value losses because proper customisation is impossible without perfect co-production, and insufficient co-production thus generates standard service instead of bespoke one. We reveal the sources of imperfect co-production and provide empirical evidence of their relative importance. Fourth, we demonstrate that value added through co-production can be lost due to incomplete absorption of the service. We provide evidence about imperfect absorptive capacity of Russian users of marketing services and expose its sources. We also discuss the relation between absorptive capacity and the general economic cycle in Russia. Research implications The study of co-production of marketing services may help their providers to optimise their customer strategy, to upgrade their value chains and to avoid value losses in their interaction with customers. More generally, the study improves our understanding of the bespoke production which takes the growing importance with the progress of post-industrial mode of production and life.

Driven by the consumer demand for companies to be socially responsible, companies are increasingly relating their brands to causes and charities in order to accomplish nonprofit objectives and corporate sustainability. In a social marketing campaign, the consumers’ choice of the cause can influence their reactions through the processes of choice. Allowing the consumers to choose the cause may also reinforce their personal role in the donation process, which may result in a better outcome. Further, advertisers are paying increasing attention to the launch of social marketing campaigns via social media, since social media has recently become an essential part of daily life and therefore an imperative venue through which companies connect with consumers. Focusing on the rapidly evolving social media landscape, this study primarily clarifies (1) how choice influences consumers’ perceived interactivity with a social marketing campaign in the social media context, and (2) consumer involvement, as consumers’ individual differences can enhance or limit the effects of a social marketing campaign with choice. Using field experiments, this study investigates the relationships between the consumers’ choice, perceived interactivity, attitude, and purchase intention, and considers the moderating effects of involvement on those relationships. This study’s contributions are that it illuminates (1) the effects of choice on the perceived interactivity of social marketing campaigns in social media contexts, (2) the role of involvement in social marketing campaigns as a moderator, and (3) attitude and purchase intention as outcomes that can facilitate the construction of a theoretical model for social marketing campaigns with choice in the social media context and offer possible implications for advertising practitioners.

All aspects of individual consumer as well as situational affecting on decisions are influenced by the social and cultural structure in which the consumer is embedded. Recently, there has been a growing worldwide phenomenon whereby tourists visit an attraction or destination as a result of that place being portrayed or represented in the popular cultural forms of the media that are not directly related with tourism promotion or marketing. A number of studies have suggested that such portrayals and features of mass media can act as powerful forces that stimulate tourism demand (Beeton, 2001). Representations and images of tourist destinations constructed by popular cultural forms of media such as films, television and literature play a significant role in influencing people’s holiday decision-making process (Iwashita, 2006). Where trade in images, expectations, dreams, and fantasies are made in tourism (Selwyn, 1996), those media representations and images of tourist destinations play a significant role in influencing people’s decision-making process. The tourism industry also is increasing appliance of images that are drawn from popular culture associated with places to promote tourist destinations and to distinguish themselves from each other. While these researches contribute to the understanding of the influence of pop culture on tourism phenomena, only few studies have investigated on the actual linkage between the pop culture and tourism perceptions/behaviors. The reason why pop culture involvement can be related to the actual intention to visit is due to the fandom created relating to the pop culture. The notion of fandom has been put forward in order to understand the link in between the pop culture and the mass audience in diverse realms (Couldry, 2007). Fandom in recent years have been understood to dismiss the negative view of pathological and the stem for alienating qualities of modern society, and accepted as a phenomena widely spread in post-industrial societies (Jenson, 1992). It is then when transitional moment takes place, in the head and heart of the fan or tourist, that the fascination begins which provides the motivation to visit the locations (Reijnders, 2011). With such cultural industries in modern society constantly produce countless contents that can be utilized as objects of fandom, resulting in actual visit to a place associated with a specific destination serving as an effective strategy for building popular cultural capital in modern society. It was therefore decided to investigate this phenomenon in more depth through empirical research to investigate how and to what extent popular cultural forms of the media (those not directly associated with tourism and destination marketing) have an effect on international tourism, and future, to identify what roles they play in influencing tourists from emerging market in terms of their travel destination image and their perception about places to visit within the chosen destination. The phenomenon in this study focuses on the Korean wave, so called Hallyu, as it is one of the pop culture phenomenon that has gained much recognition across not only within Asian countries but also recently in Western countries via pop songs, soap operas, movies, and other forms of mass media entertainment. In this study, diffusion model suggested by Rogers (1995) was used. The diffusion of Rogers’s innovation framework is proving flexible enough to conceptualize many kinds of social change, including change through processes of public dialogue and civic participation, change within organizations, as well as change through public agenda setting and media effects. Many studies have incorporated diffusion theory to explain such cultural phenomenon to gain more enrich result, however, no other studies have looked into the degree of diffusion stage in a macro level according to the regions. However, to obtain the overall view of the diffusion of such pop culture, it is needed to see the diffusion process proceeding globally as even the same fandom may differ in characteristics based on not only the diffusion stage but also its distinctive characteristics of social system. As a result, according to the diffusion stage of Hallyu, it is expected to differ in formation and perception on destination image. Previous studies identify destination image into cognition and affect which are two conceptually different, yet highly correlated components (Lee, 2008). The cognitive component leading to some internally accepted attributes, a more or less derived from factual information. On the other hand, the affective component relates to a diffusive feeling, which can become important when a decision to travel is actually considered (Russel, 1980). Such image constructed by tourists contains an individual or group perception of a particular place (Fakeye and Crompton 1991). It is expected that the image construction will vary according to the stage of the diffusion. This study incorporates diffusion theory to develop a better understanding of the diffusion process and the current situation of the Korean Wave globally to see whether such diffusion process varies according to region. Then, the effect of such difference in diffusion stages on the intention to visit the destination country was investigated. Thus, preliminary research was conducted first to see the Korean Wave phenomenon globally. In order to analyze the diffusion stage thoroughly, three regions of Asia, America, and Europe were selected. According to the diffusion degree of the Korean wave, seven representative countries were elected regarded to the regions. Along with literatures, in-depth interviews were conducted. The semi-structured form with an interview guide method was presented with reflexive interviewing techniques in order to ensure comprehensiveness (Athos & Gabarro, 1978). Then, a survey was conducted to examine the effect of pop culture involvement on formation and perception of destination image in China and Russia. Choice of countries is not only resulting from recognition as the potential future powerhouse in industry, but because it is the two countries take place as one of the highest increase in the number of tourists visiting Korea recently (KCTI, 2013). In addition, most importantly, China represents to be in the highest stage of diffusion of Korean pop culture, and Russia as one of the lowest. Additionally, the moderating effect of travel intention and travel behavior was preceded. From this, it aims to provide deeper understanding implications for targeting tourists. The hypotheses were tested with a data set developed from field survey using only online survey. Of the 265 samples collected, 8 were returned incomplete. An additional 18 samples were deleted for further analysis, as the answers were unusable. In total 239 samples – 120 and 119 samples from China and Russia respectively – were subjected for final analysis. The result in Study 1 revealed some commonalities and differences among regions. Overall, uniqueness was what made people first be interested. It was mostly pursued by young women yet those who are sometimes extremist. Thus, being open-minded to other cultures was found to be important when accepting other cultures. Moreover, it revealed that it impacts on national image to be more positive as it replaces the negative image related to war and North Korea. However, despite some commonalities, distinctive differences were disclosed among regions, especially between Asian countries and Western countries. In terms of Asia, it was found that cultural similarities have influenced the early acceptance of Korean pop culture. It has been spread since 1997, through television mostly with sensuous contents that were unique in other countries. The contents were mostly appealing to women as the characters shown in soap opera were different to others. This is very different to Europe of America where the diffusion starting in the mid 2000 through the Internet. Uniqueness captured consumers, yet in a different way from Asian countries. The easy going and entertaining aspect was the appealing factor, with word of mouth and human power was what influenced in introduction of Korean pop culture. In addition, those who were into Japanese culture were easily approached to Korean pop culture. The diffusion stage was considered to be less than 10%, with very young women interested with comparison with Asia where it was about 70%. Moreover, it was found that Asian consumers are interested in Korean brand products, such as cosmetics and clothing, and Western consumers are more interested in culture and food. Then, on the survey proceeded where China and Russia was chosen based on the preliminary qualitative research as a two different stage of diffusion according regions/countries, t-test provided evidence to support the claim that depending the diffusion stage of pop culture, the effect on formation and perception of destination image differs. A significant differences were obtained in pop culture involvement, destination image (cognitive and affective), and on visit intention. Based on the t-test statistics for Korean pop culture involvement (t = 8.491, p < .000), the cognitive image (t = -3.341, p < .001), the affective image (t = 2.050, p < .05), and visit intention (t = 2.072, p < .05) were significant. Thus, when highly involved in Korean pop culture, rather than cognitive image, consumers are more likely to be involved with affective image which relates to the actual visit intention. The results corroborated several hypothesized relationships, popular culture involvement in accordance to nation affect the destination image and perception. When more highly involved, more positively it relates to affective image and the visitation intention. The findings reported in this study have managerial implications. One is that as the relation differs according to the diffusion stage, spreading pop culture may not yield visible output instantly, yet as it relates to the actual visitation intention, international pop culture activities should be supported. Second, as shown from the diffusion process globally, distinctive characteristics of each culture should be considered more when spreading such sub-culture. Lastly, therefore, it can be suggested, that according to the countries, different approach should be made in order to induce tourist from other countries. However, this study focuses more on the macro level of the phenomenon. Therefore, future research is needed to provide more evidence on the micro level and more in-depth research. In addition, this study precedes empirical study only in China and Russia. Therefore, more diverse countries should be explored and compared.

By means of a field experiment, corporate brand posts on Facebook are analyzed regarding their effect on brand fans’ post recall capability, attitude toward the brand, and purchase intention. Results indicate that Facebook brand posts are able to positively influence fans’ attitude toward the brand. A significant interaction effect between the level of product involvement and the degree of brand posts’ interactivity and vividness is found. Implications for marketing research and practitioners are discussed.

This study was to observe how globalization has transformed the attitudes and behaviors of consumers especially in the emerging economy environment such as Malaysia. The aim of this article is to identify the differences in consumers’ product preference for products made in 4 different countries – Japan, Korea, Malaysia and China. Further, this article also aims to analyze how consumers’ ethnocentrism affects product preference as well as how the effect of ethnocentrism varies across products from different countries of origin and product involvement levels. Information for consumers’ product preference was collected through a structured questionnaire from the Malaysian consumers. Concentrating on 2 product categories from 4 different countries, the questions in the questionnaire particularly focused on three different levels of analysis; in addition, CETSCALE was used to measure consumer ethnocentrism. Finally, the hypotheses were tested using ANOVA and t-test statistics, etc. The results provided support for all of the hypotheses, thereby revealing the presence of significant differences in consumer product preference, which is engendered by country of origin, consumer ethnocentrism and product involvement level effect. The research results here have implications for future studies on the effects of country of origin and consumers’ ethnocentrism in developing countries. Moreover, the results also contributed to the validation of CETSCALE in a culturally diversified environment.

This study aimed to identify the effects of sports participation motives, the involvement in choosing sportswear, and the satisfaction with/perceived importance of sportswear functionality, on customers' repurchase intentions. A total of 185 survey questionnaires were analyzed after surveying 200 female undergraduates in their 20s. The research results are as follows. First, the participation motives for sports were categorized as follows. A factor analysis conducted on 13 questions yielded 4 factors. Factor 1 included consideration about socializing and pleasure, factor 2 privileged ostentation, factor 3 was concerned with enhancing health, and factor 4 was about maintaining appearance. Second, the various effects of different sports participation motives, of the satisfaction with functionality, and of the involvement in buying sportswear on customers' repurchase intentions were analyzed. The intention to repurchase sportswear was considered as a dependent variable, while the motives for participating in sports, the satisfaction with functionality, and the level of involvement were treated as independent variables. A multiple regression analysis using these variables showed that the satisfaction with functionality and involvement in choosing sportswear had a significant impact on the intention to repurchase sportswear. Third, looking at how different participation motives for sports affected the importance of sportswear functionality, the motives related to socializing and pleasure and ostentation, the sub-factors in sports participation motives, significantly increased the importance of comfort. Motives related to enhancing health and maintaining appearance, on the other hand, were found to affect the importance of sports performance. Fourth, a MANOVA was performed to examine the difference in the importance of functionality between those consumers highly involved in sportswear-buying and those less involved. Those with a high level of involvement were found to prioritize sports performance over comfort. Those with a low level of involvement were shown to place a greater emphasis on comfort.

Sportswear brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products through sports sponsorship. The purpose of this study was to examine the relationship among sports involvement, the attitude toward sports sponsorship carried by sportswear brands, brand equity, and purchase intention of the products of the sponsor's brand. The study was implemented though a descriptive survey method using a questionnaire. The sample consisted of 455 men (n=289) and women (n=166) in their twenties, residing in Seoul and Gyeonggi area. Data were analyzed by confirmatory factor analysis, correlation analysis, and path analysis of structural equation modeling. The results revealed that sports involvement has an influence on the consumers' attitudes toward sports sponsorship performed by sportswear brands. Also, the sports sponsorship attitude of consumers had an influence on the brand equity and purchase intention toward the sponsor's brand products. It was notable that the attitude toward the manner of sponsoring of the sponsor than the contents itself of the sports event sponsored had an influence more on brand loyalty. Among the component factors of brand equity, brand loyalty showed the biggest impact on purchase intention. Considering the results, in order for sports sponsorship to be more effective, sports involvement of the target market should be considered more carefully.

본 연구는 수용자의 광고 회의주의와 제품 관여도 그리고 인구 통계적 요 인들을 통해 커뮤니케이션 효과에 어떤 변화가 있는지를 실험을 통해 밝 혀보는데 그 목적이 있다. 연구결과 , 광고 회의주의와 제품 관여도 그리고 인구통계적 요인은 광고에 대한 태도, 상표에 대한 태도 그리고 구매의도에 3원 상호작용효과가 있는 것으로 밝혀 졌다. 좀 더 세부적으로 살펴보면 , 광고에 대한 태도의 경우에는 광고 회의주의와 제품 관여도 그리고 광고 회의주의와 성별에서 상호작용효과가 나타났다 . 또한 상 표에 대한 태도와 구매의도의 경우에는 동일하게 광고 회의주의와 제품 관여도 , 광 고 회의주위와 구매의도 그리고 제품 관여도와 성별에서 상호작용 효과가 밝혀졌 다. 광고에 대한 태도의 경우에만 제품 관여도와 성별의 상호작용효과가 나타나지 않았다. 결국 연구결과에서 알 수 있듯이 광고회의주의는 본 연구에서 선정한 종속 변인모두에서 유의적인 영향을 미치고 있는 것으로 나타났다 . 이 결과가 시사하는 점은 수용자의 광고 회의주의에 대한 변인은 특정 변인에만 한정하여 영향을 미치 고 있는 것이 아니라 수용자의 다양한 속성과 결합하여 커뮤니케이션 결과를 수용 하거나 거부로 유도하는 주요 원인이 될 수 있기 때문에 광고 전략 수립 시에 고 려해야 하는 중요한 변인이라는 점이다.

The purpose of this study is to find out the effects of physical education (PE) class obstacles on female students’ involvement in sports. To this end, the study investigated the differences of PE class obstacles and involvement in sports according to dem