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.

노루궁뎅이버섯의 국내 야생수집 18 균주와 재배종 ‘노루1호’, ‘노루2호’ 품종의 PDA배지에서 균사체 배양적 특성은 갈색색소생산, 기중균사형, 분지균사형으로 분류되었으며 KFRI 509, KFRI 1091, KFRI 1093, KFRI 1623의 균사생장율이 ‘노루1호’, ‘노루2호’보다 20% 이상 높았다. Ethanol 60%추출물이 페놀함량과 DPPH와 ABTS라디칼 소거능이 농도 의존적으로 가장 높았다. 노루궁뎅이버섯 수집 균주의 항산화활성은 KFRI 507, KFRI 508, KFRI 842, KFRI 1623균주가 재배종 ‘노루1호’, ‘노루2호’와 비교하여 DPPH라디칼 소거능은 농도 의존적으로 10%에서 40% 이상 높았으며 ABTS라디칼 소거능은 추출물 0.125 mg/ml를 기준으로 ‘노루1호’, ‘노루2호’보다 30%에서 60% 이상 높은 활성을 보였다.

Oyster mushrooms are one of the most popular edible mushrooms in Korea. The ‘Santari’ cultivar bred in this study, which belongs to the species Pleurotus pulmonarius, is a new oyster mushroom cultivar for bottle culture. It was bred by mating monokaryons isolated from ‘GMPO20404’ and ‘Hosan’. The optimum temperature for ‘Santari’ mycelial growth was 26–29℃ on PDA medium, and the temperatures for primordium formation and for growth of the fruit body on sawdust medium were 22℃ and 20℃, respectively. It took 34 days to complete the spawn run, 3 days to form primordia, and 3 days to finish fruit body growth in the bottle culture. The fruit body pilei were round in shape and brownish, whereas the stipes were long, thick, and white. The yield per bottle of ‘Santari’ was 172 g/1,100 mL, which was 43% higher than that of the reference cultivar (‘Hosan’). The springiness, cohesiveness, gumminess, and brittleness of the stipe tissue were 87%, 82%, 193 g, and 16 kg, respectively. These physical property values of ‘Santari’ were lower than those of the control cultivar, except for the cohesiveness.

Medical mushroom, Phellinus linteus (PL) called as “Sanghwang” has been studied extensively for its extraordinary capacity of suppressing cancer or enhancing body immunity. The mycelial materials of PL have mainly been used as research samples worldwide because its fruiting body was difficult to artificially produce. Alternatively, P. baumii (variety, “Jangsu”) have stably been cultivated in Korea. However, fruiting body morphology of P. baumii is clearly different to that of PL. Of Phellinus isolates collected in Korea, P. linteus, KACC 93057P having features of fast mycelial growth rate was mycologically characterized. This study is to establish artificial cultivation of P. linteus KACC93057P having high mycelial growth rate and to examine bioactive efficacy of its fruiting body. The grain spawn of P linteus KACC93057P was inoculated on oak and mulberry logs (20 cm). The optimum temperature for the mycelial growth was at 25-30°C and growth was optimal at pH 5-7. The mycelial growth of P. linteus was faster than P. baumii and other P. linteus isolates. The mushroom pinning was observed on the 60 days after the inoculation, and fruiting bodies were formed in more than 90% of the logs after 6 months. The productivity fruiting body on the logs was more than 10 times that of the existing P. linteus (Korean Sanhwang). The fruiting bodies showed typical morphologies of P. linteus. The pore shape in basidiocarp is circular with 5-7 per mm, hyphal system is dimity, and basidiospores are ellipsoid. Bioactive efficacy of the fruiting bodies was analyzed by immunoreactivity and antioxidant activity.

Lentinula edodes is a very important edible mushroom and is widely cultivated in Asian countries using a large number of varieties. National Institute of Forest Science (NIFoS) conducts Golden Seed Project to develop new shiitake varieties and we examined cultural characteristics of seven candidate strains compared to three existing cultivars. As a result, optimal growth temperature and mycelial growth on potato dextrose agar (PDA) for seven days at the optimal temperature were 27°C, 55 mm in Sanbaekhyang, 27°C, 50 mm in Sanjo701ho, and 25°C, 49 mm in Sanjo707ho, respectively. Five of the candidate strains except NIFoS 3309 and 3310 showed the highest growth at 25°C. Mycelial growth of NIFoS 2889 and 2905 showed the fastest (60 mm) and the slowest (32 mm), respectively. Six strains showed bulging on surface of media in sawdust bag cultivation for 30 days. In particular, the cultiver, Sanjo701ho had heavy bulging. Four strains (NIFoS 624, 971, 3310, and 3363) did not show bulging and NIFoS 971 grew slower than the others. Keywords : Browning, Characteristics, Lentinula edodes, Mycelial growth, Tunicate

‘Mantari’ is a new variety of oyster mushroom for bottle culture. It was bred by crossingmonokaryons isolated from ‘DM11732’ and ‘Chunchu-2ho’. The optimum temperature for the mycelial growth was 26~29°C on PDA medium, and that for the primordia formation and the growth of fruiting body of ‘Mantari’ on sawdust mediawas 18°C and 16°C. It took 32 days to finish spawn running, 4 days to finish primordia formation, and 3 days to finish fruiting body growth in the bottle culture. The fruitcharacteristics: the pileus was round and gray-black in color, and the stipe was long, thin, and light gray in color. The yield per bottle was 179 g/900 ml and was 5% higher than that of the control variety (Chunchu-2ho). The physical properties of the fruit body were as follows: springiness, cohesive, gumminess, and brittleness of the stipe tissue were 96%, 76%, 160 g, and 15 kg, respectively.

Morphological and culture characteristics of the novel Phellinus linteus variant KACC93057P collected in Korea were characterized in this study. The surface of the wasangular, sessile, tough-woody, concentrically zonate, and dark brown in color. Basidiocarppores were circular, with 5–7 pores per mm. The hyphal system was dimitic, and basidiospores were ellipsoid or oval, 4.5–6 × 4–5, exhibiting characteristics typical of P. linteus. The optimum temperature for mycelial growth was 25–30oC, and optimal pH for growth was 5–7. The mycelial growth rate of P. linteus KACC93057P was faster than that of other P. baumii isolates. On growth medium, KACC93057P formed aerial mycelia with density higher than that of other isolates. The internal transcribed spacer (ITS)-ribosomal DNA sequences were closely related to the sequences P. linteus complex.

본 연구는 잎새버섯 병 재배시 적합한 배지조성비율을 구명하고자 수행되었다. 배지조성은 참나무톱밥: 옥수수피: 건비지를 건물중량 비 율로 T1처리(67:11:22), T2처리(68:15:17), T3처리(74:14:12)의 3처리를 두고 시험한 결과, 발이율은 T1처리에서 72.6%, T2처리에서 72.1%로 두 처리 간 유의적 차이가 없었으나 T3처리에서는 65.8%로서 다른 두 처리에 비하여 낮았다. 이병률은 T2처리에서 4.1%, T3처리에서 3.7%인데 비하 여 T1처리에서는 9.8%로 가장 높았다. 수확률은 T1처리 에서 64.1%, T3처리에서 63.6%인데 비하여 T2처리에서 는 70.5%로 가장 높았다. 병당 자실체 중량은 T1처리에 서 85.5 g, T2처리에서 83.3 g으로 두 처리 간 유의적 차 이가 없었으나 T3처리에서는 72.4 g으로 다른 두 처리에 비하여 낮았다. 입병 수 10,000병 기준으로 재배 시 수량은 T2처리에서 587 kg으로 T1처리 및 T3처리에 비하여 각각 7% 및 28%가 높았다. 따라서 잎새버섯 병재배 시 적합한 배지조 성비율은 건조중량비율로 참나무톱밥: 옥수수피: 건비지 가 68:15:17인 것으로 나타났다.

Single ascospores were isolated and tested their characteristics such as mycelial growth, mycelial density, fruiting body formation ability, the production of perithecia in the breeding of new Cordyceps militaris mushroom. Among them selected isolates were crossed and hybrids were produced showing high quality fruiting bodies in artificial media. New strain 'Dowonhongcho’ was better on SDAY and at 10~25°C when it was compared with that of 'Yedang 3' in mycelial growth. The stromata of new strain were club-shaped and bright orange-red color. Its length was 6.1 cm and the cordycepin content was 0.34% on average. In comparison with 'Yedang 3', the new strain had a yield that was 9% higher and it produced fruiting bodies which were firmer. The optimum temperature for mycelial growth was 22~25°C and the optimum temperature for stroma development was 18~22°C. Days of fruiting body were similar with 45 days from inoculation. This cultivar may serve as a valuable one for artificial cultivation and industrial-scale production of C. militaris.

Background & Research Objectives The ever-changing nature of fashion and multicultural consumption motives shape and challenge the contemporary global fashion world. To some extent, it has been experienced that individuals across countries engage in similar fashion movements simultaneously. Therefore, it may be assumed that there partially exists a homogenized, transnational global consumer segment when it comes to the purchase of clothing items. Nevertheless, on the other hand, there still remain several divergences in the consumption behavior of fashion products around diverse parts of the world (Yurchisin & Johnson, 2010). It is universally agreed that consumers engage in shopping with specific decision-making modes and styles which make the search for a common instrument that is able to describe the purchase orientation of fashion consumers across cultures quite problematic and challenging. Indeed, according to the buyer´s cultural backgrounds, fashion consumption motives and the benefits searched for when buying an apparel product could be very different (Tahmid, 2012).Today´s fashion consumer is characterized by a continuously evolving set of complex wants and needs that can be satisfied by a wide variety of competing alternatives (Pandey & Dixit, 2011). The different aspirations and motivations which consumers express are generally shaped by various shopping outcomes which they are prone to achieve (Yurchisin & Johnson, 2010).Motivation is described as an internal state that activates goal-oriented behaviour. It refers to the processes that lead people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. The need creates a state of tension that drives the consumer to attempt to reduce or eliminate it. This need may be utilitarian (i.e., a desire to achieve some functional or practical benefit) or it may be hedonic (i.e., an experiential need, involving emotional responses or fantasies). Marketers try to create products and services to provide the desired benefits and help the consumer to diminish this tension (Solomon, 2013).It is advocated that fashion consumption is made up of two major categories of drivers, namely social consumption motives and individual consumption motives which both represent psychological determinants. Those psychological factors influencing apparel purchase behavior can be separated into rational, emotional (perceptional) and patronage motives (Diamond, 2005). Rational motives replicate a pragmatic orientation, such as quality- or price consciousness in purchase behavior. In contrast, emotional drivers include, amongst others, motivations linked to physical vanity and fashion consciousness, adventure-, gratification- and pleasure seeking, materialism, status and conspicuousness, impulsive and compulsive consumption. Patronage motives, on the other hand, reflect habitual buying and for instance are connected to brand-consciousness and store loyalty (Diamond, 2005). By profiling international apparel consumers based on their individual decision-making styles and modes, more meaningful ways to identify and understand different cross-cultural customer segments are offered. As a result, fashion industries are able to target each customer segment with more focused marketing-strategies, based on their motives and aimed-for benefits linked to purchasing clothing products.This topic raises a number of important questions for researchers and practitioners. To the authors´ knowledge no empirical contributions to compare and contrast prevalent motives of apparel consumption in Western nations exist. Hence, in order to fill this research gap and broaden this important research area, this explorative study focuses on the identification and discussion of similarities and differences in buying characteristics between the USA, France, Germany and Austria by analyzing valuable motives that have not yet been empirically examined in a cross-cultural fashion context. Methodology Starting with a review of existing literature regarding generic consumer decision making motives, like e.g. Sproles & Kendall (1986), Mokhlis (2009) and Hiu, Siu, Wang & Chang (2001), an initial classification into rational, emotional and patronage motiveswas undertaken for the field of fashion, which later on was expanded using the results of a qualitative pre-study conducted with 50 interviewees in New York to gain first insights as a basis for the proximate, main empirical research. In compliance with triangulation theory in social science (see e.g. Cohen & Manion, 2000), which advocates data collection from manifold sources, a combination of quantitative and qualitative research was carried out in the core study, consisting of expert interviews and an online consumer survey. Due to a lack of existing literature foundation, the main research is explorative and not based on specific hypotheses. In the first section, a qualitative analysis of the mentioned motives was done using NVivo on the grounds of 16 expert interviews with fashion marketing communication and design experts in the four research countries. The second part of the empirical study was conducted via a quantitative consumer survey, to enable a Web based questioning through Lime Survey. To minimize possible language barriers, the questionnaire was delineated in three languages, translated from English into French and German by bilingual professionals in order to ensure best possible quality, precision, accuracy, reliability and validity of the empirical study. For this specific type of quantitative research, a stratified random sampling procedure was applied. Altogether, 693 individuals (482 female and 211 male subjects) participated in the online survey, 174 in USA, Germany and Austria respectively, and 171 in France. The total non-student sample included participants with a mean age of 28.4 years. Subjects were asked to evaluate 22 rational, emotional and patronage motives derived from literature and the pretest on a 7 point Likert scale. Cross-cultural similarities and differences were revealed throughout the examination process. An analysis of variance (one-way ANOVA) on the mean values and a subsequent Post-Hoc Tukey Test disclosed significant variations between the four nations for 15 out of the 22 tested motivational determinants influencing fashion consumption behavior. In a first step, the authors refrained from using a factor analysis, in order to retain more detailed information. Findings demonstrate that American consumers pay the most attention towards price-value relations and cheap deals, compared to the remaining countries. They additionally consider quality attributes the least when deciding upon which fashion products to buy. In contrast to the other nations, American consumers are most pragmatically oriented when deciding upon which apparel items to purchase. Furthermore, they engage the least in spontaneous clothes shopping in the spur of the moment. An investigation of the preferred brand segments per country supported these outputs by highlighting the statistic that American consumers buy significantly less apparel from the upper-middle price segment than Austrian, German or French consumers. Accordingly, in comparison to the other nations, American consumers purchase the most value/discount fashion. Moreover, outcomes illustrate that French consumers have a higher tendency of buying garments from the same stores and boutiques than Austrian and German consumers. Correspondingly, Austrian and German consumers feel significantly less confused by over-choice of apparel offerings than French consumers. To that effect, in terms of country of origin being a characteristic that impacts fashion consumption, findings prove that French consumers value national heritage of clothing more than Austrian and German consumers. Indeed, they tend to also pay more attention to buying apparel that originates from the home country. Outcomes further pinpoint that compared to Austrian and German consumers, Americans and French utilize fashion significantly more to make a positive impression on others, feel socially belonging and accepted as well as to be part of a reference group. In contrast to Austrians and Germans, Americans are more likely to adjust their wardrobe to the specific expectations and norms of their working environments. In addition, results indicate that French consumers devote more consideration towards dressing in accordance to their job conventions than Austrian and German consumers. Interestingly, Austrian and German consumers value physical vanity significantly more than American and French consumers. French consumers, however, employ fashion the most as a means of boosting satisfaction with one´s self-image, compared to the other research nations. Detailed results of the empirical study will be thoroughly discussed in the presentation in order to explicitly highlight specific common and divergent archetypes and patterns between the research countries. Additionally, final key outcomes, in-depth implications as well as limitations and directions for future research will be addressed in the conference.

표고(Lentinula edodes)는 우리나라의 주요 임산버섯으로 최근 표고 톱밥재배가 정착됨에 따라 급속도로 확산되고 있으나 국내 환경에 적합하고 재배시기를 다변화 할 수 있는 균주의 육성이 시급하다. 따라서 9개의 균주를 시험재배하여 생산성이 높고 자실체 특성이 우수한 4개 균주(SANJO701HO, FMRI2534, FMRI2337, FMRI2613)를 모균주로 선발하였고 균주당 각각 20개씩 총 80개의 단핵균주를 분리하여 117개의 교배균주를 육성하였다. 그중 산조701호와 FMRI2337의 교배조합이 다른 조합의 교배균주들보다 평균생장속도가 10% 가량 낮았으며 이들 교배균주의 배양 및 생리적 특성을 비교 조사하였다. 따라서 본 연구는 우수한 톱밥재배용 품종개발의 기반조성을 마련하고자 하였으며, 차후 교배균주에 대한 생산성 검정의 연구가 필요하다.

검은비늘버섯 병재배용 다수성 톱밥 배지 조성을 구명하고자 5종의 혼합배지 조성에 대하여 재배적 특성을 조사한 결과는 다음과 같다. 전체 재배기간은 참나무톱밥에 비트펄프, 면실박이 포함된 배지에서 배양일수는 다소 길고, 초발이 소요일수는 짧고 생육일수는 긴 경향을 보여, 포플러톱밥+쌀겨(8:2) 처리에 비해 3-5일 길었다. 유효경수와 병당 수량이 높은 참나무톱밥+비트펄프+면실박(5:3:2)와 참나무톱밥+비트펄프+면실박+콘코브(3:2:2:3) 처리에서 참나무톱밥+쌀겨(8:2, 대조구)에 각각 33%, 12% 증수되었다. 전체 재배기간과 수량을 고려할 때 검은비늘버섯 병재배용 다수성 배지로 참나무톱밥+비트펄프+면실박(5:3:2)이 가장 적합하였다.

In this study, 43 Collected strains of Grifola frondosa were tested in bottle cultivation. In rate of primordia formation, 10 strains were below 50%, 23 strains were 51~79% and 10 strains were over 80%. In pileus color, almost strains were grayish brown and only one strains were light grayish brown. Ivory and white pileus color were showed 2 strains, respectively. The fresh weight of fruit body per bottle of 25 strains were bellow 69g, that of 16 strains were 70~89g and that of 2 strains were over 90g. We selected 9 strains for parent strains of breeding with useful and various genetic characteristics.

본 연구는 현지조사 및 문헌조사를 통해 전라남도 곡성군 동악산(736.8m) 일원의 청류동, 고반동 그리고 원계동 3개의 계곡에 펼쳐진 구곡의 실체를 확인하고, 의미 및 경관특성 등을 조명함으로써 곡성군 구곡 문화경관의 보존과 활용 그리고 동악산 휴양자원으로 활용될 수 있는 기초자료 제공을 목적으로 시도되었다. 주요 연구결과는 다음과 같다. 동악산 계곡 일원은 곳곳에 폭포와 담(潭), 소(沼) 등 계류 암반경관을 보여주고 있는데, 특히 성리문화의 전형으로 향유되어온 구곡문화가 실증적으로 대입된 청류계곡 일명 도림사계곡은 “三南第一巖盤溪流 淸流洞”이란 곡성현 ｢1872년 지방도｣에서의 표현과 같이 풍치가 탁월한 승경처임을 축약적으로 보여준다. 동악산 일원에 펼쳐진 청류·고반·원계구곡의 암반과 암상에는 경물(景物)과 경구(警句: 주제어), 시문 등이 바위글씨로 음각(陰刻)되어 있는데, 특히 청류구곡은 경물과 경구가 육로와 수로(물길)에 쌍(雙)으로 설정된 특수성과 정체성을 갖는다. 이들 구곡은 일제 강점기에 정순태와 조병순의 주도로 명명된 것으로 판단되는데, 불교지도자, 실학자, 독립운동가 등 선현들의 장구지소, 유상처 등이 다수 설정된 것으로 볼 때 오래전부터 명인들의 산수탐방과 은일처로 활용된 것으로 판단된다. 전남지역에서 유일하게 확증된 동악산 구곡에는 국내에서 가장 많은 총 165건의 바위글씨의 집결지로, 그 내용은 성리학적 가르침 등 수신(修身)의 의미를 담는 내용, 인명, 경물과 경색, 장구지소 등이다. 이 중 ‘鮮史御帝(고종황제)’, ‘保家孝友(고종황제)’, ‘萬川明月(정조대왕)’, ‘非禮不動(명나라 숭정황제)’, ‘思無邪 (명나라 의종)’, ‘百世淸風(주자)’ 그리고 ‘淸流水石 動樂風景(흥선 대원군)’ 등 인구에 회자(膾炙)되는 명인들의 명구들이 망라된 동악산 구곡 권역의 바위글씨는 유가미학적 정신이 반영된 상징적 의미를 표출함은 물론 예술성 또한 탁월한 예술문화경관의 보고(寶庫)이다. 3개 구곡원림 권역의 바위글씨 식별성 제고 및 문화경관 가치 인식 제고차원에서 전통기법인 주칠(朱漆)의 활용, 유상곡수와 다양한 형태의 시회(詩會)와 같은 풍류문화의 전승 및 트레킹코스로서의 연계 등 휴양자원의 활용방안이 수반할 것이다. 더불어 구곡원림을 포함한 동악산 권역의 종합적 학술조사를 통하여 도립공원과 국가 지정문화재 명승 지정과 같은 명소화 전략 및 보존관리에 대한 제도적 장치 마련이 시급히 요구된다.

Pleurotus has increased rapidly production and consumption because of highly nutritional value, natural healthy food and so on. The basic studies for Pleurotus need for development of mushroom industry. This study was to investigate the cultural characteristics among 15 strains of 6 species and to analyze their phylogenetic relationships. The cultural characteristics were investigated by mycelial growth activity at different media, temperature and pH. The optimum media for mycelial growth were YM and MCM in most species. The optimum temperature for mycelial growth were 25˚C and 30˚C. The optimum pH for mycelial growth were widly range from pH 5.1 to 7.4. Through the RFLP (restriction fragment length polymorphism) of IGS (intergenic spacer) I region in ribosomal DNA, it was analyzed phylogeny of interspecies and intraspecies. Each species was discriminated well as isolates within each species formed clade to be distinguished other species. P. florida was highly similar to P. floridanus, and P. flabellatus was P. cornucopiae. P. fuscus var. ferulae was highly similar to P. eryngii but discriminated different species in analysis of RFLP of IGS I region and showed different characteristics in mycelial culture. RFLP of IGS I region was useful of studying phylogenetic relationships of species and population.

표고버섯균의 균사생육에 적합한 배지로는 PDA 배지,MYA 배지로 조사되었으며 배양환경 조사로 균사생육에적합한 온도는 25oC롤 나타났다. 영양원 선발 결과 탄소원은 2%의 농도에서 Malt extract를 사용하였을 때 균사생장 및 밀도가 높게 나타났다. 질소원은 0.2%의 농도에서 Yeast extract를 사용하였을 때 균사생장 및 밀도가 높게 나타났다.표고버섯(산조701호)의 수종별 추출액 배지를 이용한결과, 신갈나무, 굴참나무, 상수리나무, 밤나무에서는PDA(대조구)와 같이 생장이 우수하였다. 배양기간에 따른 버섯 생산성을 조사 해본 결과, 배양 110일에서 120일에서 우수한 수확량을 보였다. 재배수종에 따른 생산성은굴참나무에서 가장 좋은 결과를 보였다.