본 연구의 목적은 3가지의 배추과 작물의 새싹에서 적색(R)과 원적외선(FR)광에 초점을 맞추어서 glucosinolate(GSL), 총 페놀, 총 플라보노이드, 비타민 C 함량, 항산화 활성을 평가하는 것이다. 제한된 환경조건에서 5일된 새싹에 3가지의 R/FR비율을 2일동안 24시간 노출시켜 식물화학물질과 항산화활성을 대조군[형광등, R:B(8:2), 암조건]과 비교하였다. 총 GSL 함량은 각 처리 기간 동안 3가지의 작물 중 브로콜리에서 가장 높았으며, 브로콜리 새싹에서 R/FR 비율이 증가함에 따라 총 GSL 함량이 감소하는 반면 배추와 무의 새싹에서는 유의하지 않은 결과를 보여주었다. 배추 및 브로콜리의 주요 GSL인 progointrin은 대조군에 비해 R/FR 비율이 감소함에 따라 최대 38%, 69%까지 감소하였다. 3가지 배추과 새싹에서 페놀, 플라보노이드 및 비타민 C의 함량 모두 암조건에서 가장 낮았다. 총 페놀 및 항산화 활성은 3가지 배추과 새싹에서 R/FR 비율이 감소할수록 증가하는 반면, 총 플라보노이드와 비타민 C 함량은 작물 간 다른 양상을 보였다. 이러한 결과는 FR의 보광에 따라 배추과 새싹의 기능적 품질을 향상시킬 것으로 기대된다.

Thrips from the genus Frankliniella (Thysanoptera, Thripidae) are a serious insect pest of various crops, including vegetables, fruits and ornamental plants. Thrips cause significant economic damage plants directly by feeding, and indirectly by acting as vectors for the tospoviruses such as Tomato spotted wilt virus (TSWV) and Chrysanthemum stem necrosis virus (CSNV) in chrysanthemum. To investigate the associations of thrips with tospoviruses and their ability to transmit, we have developed a protocol for identifying tospovirus and thrips species simultaneously in an individual thrips sample was successfully conducted. Total RNA was extracted from thrips according to manufacturer’s insturctions of RNeasy mini kit (Quiagen co.), and then TSWV was identified by reverse transcription-polymerase chain reaction (RT-PCR) using TSWV specific primers for the N genes. The residual genomic DNA in thrips RNA extract was used as a template to identify thrips species by PCR using universal primers for ITS2 region and subsequently digesting the PCR product by an restriction enzyme (RsaI) In addition, a classification into the species of thrips was confirmed using the nucleotide sequence of PCR products. The developed protocol was applied to investigate the occurrence of viruliferous thrips species in thrips populations collected from chrysanthemum fields. In this study, most of thrips were identified to Frankliniella spp. and thirps that acquire TSWV was 14 % of 65 thrips.

This study aligns with the recent calls in L2 Willingness to Communicate (WTC) research that mark a shift from viewing WTC as a static, trait-like variable to a construct that is dynamic, fluid, and situational. To accomplish this aim, this study collected both interactional and interview data to examine the situational changes of an ESL learner’s WTC. The data was from two courses – one ESL course, and one academic graduate seminar – collected during the participant’s first semester at an American university. The findings show that the participant’s WTC fluctuates according to the course topic, interlocutors, group size, and the anxiety level of the L2 speaker. These findings imply that teachers in L2 classrooms need to take into consideration the various situational factors that promote or inhibit WTC. Other than these pedagogical implications, the study also offers a methodological framework for documenting situational WTC by means of combining interviews with conversation analysis of interactional data.

This study was conducted to investigate the effects of health lifestyle on high protein snack selection attributes and purchase behaviors among individuals aged 20-30 with high protein snack intake. In addition, the relationship between perception, attitude, satisfaction and recommendation of high protein snacks was invested. Finally, this study aims to provide basic information for marketing high-protein snacks and customized high protein snacks. Analysis of the selection attributes most important for healthy lifestyle, revealed significant differences among all groups excluding the external seeking group (p<0.001). The free living group regarded trust as one of the most important attributes of high protein snack selection, and both the tempered control group and the low-interest group found sensation and price factor to be important. Therefore, when developing high-protein snacks, it is important to determine which attributes of the snack will be highlighted by segmenting the consumer into health lifestyles. Focusing on what ingredients are used to develop high-protein snacks and nutritional ingredients is also important when targeting a free lifestyle group as the main customer. In addition, developing snacks that do not offer depending on the protein content is important when targeting a temperate management group or a low-interest group.

Existing literature provides strong evidence to suggest that e-commerce adoption is subject to the effect of culture. In this stream, researchers adopting Hofstede’s framework (1980) conceptualise culture at the aggregate level, and thus they assume country’s cultural homogeneity. Yet, the argument emerges that this view does not seem to be appropriate anymore, as every country having its unique mix of ethnic groups portrays cultural diversity (Cleveland and Laroche, 2007). Research exploring the adoption of e-commerce by ethnic minority consumers however, is scarce (Lacka and Yip, 2018). Considering growing migration levels, and particularly intra-European migration as well as the increase of ethnic consumers internet use (Kizgin et al, 2018), the investigation of migrants’ attitudes and behavioural intentions toward adopting e-commerce, as well as factors affecting adoption decision are important research topics for researchers, practitioners and policy makers. Although technology adoption has been extensively researched, previous studies on e-commerce adoption suffer from two limitations, which this study aims to address. First, most research on e-commerce adoption considers consumers to be a homogeneous group. However, within group differences exist, and they have an impact on the e-commerce adoption decision. So far however, only a handful of studies have explored the role of consumers’ individual characteristics on behavioural intentions to adopt e-commerce (e.g. Hasan 2010). Second, although the effect of culture on e-commerce adoption has been extensively studied, the simultaneous impact of various cultural influences that migrants are subject to has not been examined. To address these research gaps, the aim of this research is to assess the role of individual characteristics in e-commence adoption, and to reveal the impact of contact with heritage and host cultures on ethnic minority consumers’ attitudes towards behavioural intentions to adopt e-commerce.

The study examines physiological and neuronal processes of 26 inexpert wine drinkers in order to understand how consumers judge and choose wines during product experience. We analyzed if an increase in the beta band activity can be related to reward process and individual preference for a wine. We predicted that tasting different wines influence participants' preferences and beta band activity. We also hypothesized that high beta band activity would be related to preferences for a wine. The results confirmed that 1) tasting different wines modulate individual preferences and beta band activity and 2) the higher preferences for a wine corresponded to a stronger decrease in beta band oscillations.

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.

PURPOSES : We propose a parameter-setting-free harmony-search (PSF-HS) algorithm to determine the individual sound power levels of noise sources in the cases of industrial or road noise environment. METHODS: In terms of using methods, we use PSF-HS algorithm because the optimization parameters cannot be fixed through finding the global minimum. RESULTS: We found that the main advantage of the PSF-HS heuristic algorithm is its ability to find the best global solution of individual sound power levels through a nonlinear complex function, even though the parameters of the original harmony-search (HS) algorithm are not fixed. In an industrial and road environment, high noise exposure is harmful, and can cause nonauditory effects that endanger worker and passenger safety. This study proposes the PSF-HS algorithm for determining the PWL of an individual machine (or vehicle), which is a useful technique for industrial (or road) engineers to identify the dominant noise source in the workplace (or road field testing case). CONCLUSIONS : This study focuses on providing an efficient method to determine sound power levels (PWLs) and the dominant noise source while multiple machines (or vehicles) are operating, for comparison with the results of previous research. This paper can extend the state-of-the-art in a heuristic search algorithm to determine the individual PWLs of machines as well as loud machines (or vehicles), based on the parameter-setting-free harmony-search (PSF-HS) algorithm. This algorithm can be applied into determining the dominant noise sources of several vehicles in the cases of road cross sections and congested housing complex.

The Breakfast Club of the Seoul Metropolitan Government aims to provide breakfast and nutrition education to students who require need breakfast. This study was conducted to explore the experience of changes at the individual and environmental levels among high-school participants of the Breakfast Club. The qualitative data were collected from 20 high school students (10 boys and 10 girls) via a focus group interview at each school. Experienced improvement and suggested future tasks from the experience of the Breakfast Club were categorized at three levels (themes): personal factors, school environmental factors, and home environmental factors. The health belief, knowledege, awareness, and perception of effects of the participants showed improvement but the personal barriers need to be improved. At the school level, peer influence and school food policies were improved but some aspects of availability and accessibility for breakfast, and social norms need to be improved. The factors related to the home environment, such as family influence, and availability and accessibility for breakfast were better after the program. The Breakfast Club changed not only personal behaviors but also the family and school environments.

Mauremys reevesii is a Korean endemic turtle, and designed as an endangered species and national monument in South Korea. Recently, the population of the species has been dramatically declining because of habitat destruction, pollution and illegal capture. Moreover, small population size, difficulty of securing individuals, and lack of research are factors that impede the effective management of the species. In this study, we tested the effect of individual breeding and feeding on the seven juveniles of M. reevesii. Our results showed individual breeding and feeding were guaranteed the effective growth and development. Noticeable growth was confirmed in both body weight and carapace length. Moreover, the size difference among the individuals appeared at the start of this study decreased at the end of this study. Artificial breeding during the wither season was not caused disorders on the growth, behavior and morphology. This individual breeding may lead to effective growth and development, and it will be a way to increase the survival rate when the juveniles released into the wild.

본 연구의 목적은 상사의 코칭리더십이 부하직원의 개인 창의성에 미치는 영향을 분석하는 데 있다. 이를 위해 국내 중·소·대기업 제조회사에 종사하는 직장인 총 303명을 대상으로 조사를 실시하였다. 자료 분석은 SPSS 22.0의 통계프로그램을 이용하여 기술통계분석, 평균차이 분석, 상관관계분석, 다중선형회귀분석을 실시하였다. 본 연구의 실증분석결과는 다음과 같다. 첫째, 상사의 코칭리더십과 부하직원의 개인 창의성은 평균 이상의 인식수준을 가지고 있는 것으로 나타났다. 상사의 코칭리더십은 개발, 관계, 수행평가, 방향제시 순으로 나타났으며, 부하직원의 개인 창의성은 지식과 경험, 과제동기, 창 의적 사고기술 순으로 나타났다. 둘째, 인구통계학적 변인에 따른 부하직원의 개인 창의성 차이 검증결과, 성별, 학력, 직급, 상사와의 근무기간, 현 직장 근무기간에서 유의한 차이가 있는 것으로 나타났다. 셋째, 부하직원이 인식한 상사의 코칭리더십과 부하직원의 개인 창의성 간의 상관관계를 살펴 본 결과, 상사의 코칭리더십과 부하직원의 개인 창의성은 전체적으로 유의한 상관관계가 있는 것으로 나타났으며 하위요인으로는 코칭리더십의 관계와 개인 창의성의과 제동기가 높은 상관관계가 있는 것으로 확인되었다. 넷째, 상사의 코칭리더십은 부하직원의 개인 창의성에 유의한 영향력을 미치는 것으로 나타났다. 하위요인으로는 코칭리더십의 방향제시와 관계가 부하직원의 개인 창의성에 영향을 미치고, 개발과 수행평가는 통계적으로 유의한 영 향을 미치지 않는 것으로 나타났다. 이상의 결과를 바탕으로 볼 때 상사의 코칭리더십을 개발함으로써 부하직원의 개인 창의성을 높일 수 있도록 상사의 다양한 코칭리더십교육과 일대일 및 그룹, 팀코칭서비스 등의 기회 제공을 위한 환경 마련이 필요하다.

The purpose of the study is to provide an analysis of lexical, syntactic, and cohesive features, which were utilized to distinguish written products of L2 writers in the individual writing task from those in the group writing one using Coh-Metrix. In addition, the study attempts to explore linguistic differences in their written outputs with regard to their L2 proficiency and the correlationships between receptive lexical knowledge and productive lexical knowledge. A total of 105 Korean university students participated in this study. Results show that L2 learners’ written outputs varied in several variables used in this analysis such as lexical diversity and word frequency. L2 learners in the individual task yielded more cohesive texts, and they were able to incorporate more difficult words into their written products. Meanwhile, learners in the group task produced longer texts with using more logical and temporal connectives. When proficiency level was considered, L2 learners at the advanced level did not produce more cohesive texts, but instead produced more syntactically complex texts. The scores of productive lexical knowledge in the individual task positively correlated with those of receptive lexical knowledge from two different vocabulary tests. Meanwhile, the scores of productive lexical knowledge in the group task did not yield the similar results. The results implied that Korean university learners in the individual task were more task-oriented and produced a better written output.

이 연구는 미용실 직원의 개인적 특성과 관련하여 조직 성과로서 직무 만족에 대한 조직 의사 소통의 효과를 결정하려고 연구했다. 실증 분석을 위해 경남의 뷰티 살롱 종사자들에 대한 설문 조사를 실시하여 수집된 자료를 분석 하였다. 결과는 다음과 같았다. 첫째, 조직의 의사 소통은 직무 만족에 영향을 미쳤다. 실제로 다른 요인에 비해 의사 소통 능력이 직업 만족에 가장 큰 영향을 미치는 것으로 나타났습니다. 특히 40 세 이상과 고졸 이하와 결혼 한 그룹에서 조직 간 의사 전달이 직업 만족에 미치는 영향은 높았다. 연구 결과에 따르면, 미용 산업에서 직원의 직업 만족도를 높이는 등 비즈니스 성과를 향상시키는 데는 개인의 특성과 조직 의사 소통을 종합적으로 고려한 인적 자원 관리가 필수적이다.

Compound specific isotope analysis of amino acids (CSIA-AAs) is being highlighted as an alternative approach for overcoming some restrictions in application of stable isotope analysis of bulk tissue (SIA) for trophic position (TP) estimation. However, this approach has rarely been applied in Korea. The present study determines TP of two Polychaeta (Nephtyidae and Glyceridae) and two fish species (Platycephalus indicus and Lophius litulon) collected from the Geum River estuary using nitrogen isotope ratio of amino acid and compared with the TP values estimated by SIA. The Polychaeta species, sampled in two sites, showed similar TP between SIA (2.7 and 3.1) and CSIA-AAs (2.6 and 3.1). However, for both fish species, TP values displayed a large difference between SIA (3.1 and 2.3) and CSIA-AAs (3.8 and 3.7). In this study TP values estimated by CSIA-AAs showed more similar to the previously reported gut content analysis of both fishes compared with the results of SIA. Current study suggests the applicability of nitrogen isotope ratio of amino acid to understand coastal ecosystem structure and trophic ecology.

발언행동은 비효율성을 유발하는 문제를 식별하고 외부 환경의 변화에 적응할 수 있는 역량을 강화하 여 조직과 팀의 기능에 긍정적인 역할을 하는 것으로 평가되고 있다. 하지만 발언행동이 발언자의 성과평 가에 미치는 영향에 대해서는 긍정적인 연구결과와 부정적인 연구결과가 혼재되어 나타나고 있다. 연구 자들은 발언행동의 양면성을 고려하면서 발언행동의 효과성을 보다 정확하게 이해하기 위하여 주로 상황 적 접근을 해오고 있다. 본 연구는 이러한 선행연구의 연장선상에서 발언행동이 발언자의 성과평가에 영 향을 미치는 과정에 대한 팀 내 업무갈등과 관계갈등, 그리고 팀 네트워크 밀도의 조절효과를 이론화하고 실증하였다. 가설검증을 위한 자료는 44개 팀에 속한 211명을 대상으로 실시한 실험적 시뮬레이션을 통해 수집되었다. 분석 결과, 관계갈등이 높은 팀에서는 발언행동이 개인 성과평가에 부정적인 영향을 미치고, 관계갈등이 낮은 팀에서는 발언행동이 개인 성과평가에 긍정적인 영향을 미치는 것으로 확인되었다. 그 리고 팀 네트워크 밀도가 높은 팀에서는 발언행동이 개인 성과평가에 긍정적인 영향을 미치고, 팀 네트워 크 밀도가 낮은 팀에서는 발언행동이 개인 성과평가에 부정적인 영향을 미치는 것으로 나타났다. 하지만 발언행동과 개인 성과평가 간의 관계에서 업무갈등의 조절효과는 유의하지 않은 것으로 확인되었다. 본 연구는 기존에 시도되지 않았던 맥락적 변수인 팀 내 갈등과 팀 네트워크 밀도를 조절변수로 고려함으로 써 발언행동 연구의 범위를 확대하였다는 점에서 이론적으로 중요한 의미를 갖는다. 연구 결과를 바탕으 로 이론적 의의와 실무적 의의, 그리고 연구의 한계와 향후 연구를 위한 제언을 제시하였다.

This research was conducted in order to examine whether the type of credit card (premier vs. standard card) influences consumer purchase decisions regarding luxury consumption. The present research reports three experiments with online panels of non-student adults, which find that (1) the use of a premier card (vs. a standard card) leads to a more goal-congruent choices, (2) the effect is mediated by a temporary increase in the perception of pride, and (3) the effect is pronounced for people with a low level of chronic pride. The effect of payment methods on consumer spending has been a concern of theory and research in consumer behavior (Bernthal, Crockett, & Rose, 2005; Feinberg, 1986; Prelec & Lowenstein, 1998; Soman, 2001). This research stream has shown that consumers tend to spend more when they use a credit card than when they pay cash and has proposed various theoretical mechanisms to account for the phenomenon (Chatterjee & Rose, 2012; Prelec & Simester, 2001; Soman, 2001; Thomas, et al., 2011). However, researchers have paid little attention to the effect of different types of credit cards (i.e., premier vs. standard card) on consumer decisions. We contend that the use of a premier card (vs. a standard card) can increase the feeling of pride momentarily and in turn increase consumers’ motivation to pursue a long-term goal that they value. As a result, they prefer a choice alternative that is more congruent with the goal. To be specific, the use of a premier card would increase the choice of luxury alternative, and that this effect would be pronounced for those who value material possessions (i.e., high materialism). This expectation was confirmed in the studies that we have performed. In three experiments, participants were shown a credit card(either premier or standard) and were asked to assume that they were going to use it for their purchase. Then, they were asked to make choices in shopping contexts. Participants with premier credit card, compared to those with standard card, showed more goal-consistent choices. They were more likely to choose luxury alternatives, and this effect was apparent only for those who have a high materialistic value. When the choice set includes both a low-calorie food and a high-calorie food, the use of a premier card increased the choice of low-calorie food, and this effect was apparent only for those with diet goal. These effects were mediated by the feeling of pride. Three studies in combination provide insights into the effect of types of credit cards on consumer spending regarding luxury consumption and the processes underlying the effect, which have not been reported elsewhere. The use of a premier credit card (vs. a standard credit card) led to a greater choice of luxury alternatives over standard alternatives and a greater choice of low-calorie foods over high-calorie foods. However, these effects were apparent only when people highly valued the goal under consideration (i.e., high materialism or strong diet goal). Finally, these effects were attributable to a momentary increase in the perception of pride by virtue of the use of a premier card, and consequently, the effects were observable only for people who have a relatively low chronic pride. The effects we observed in this research generalized over different product categories and different long-term goals. Nevertheless, it is desirable to extend findings in more diverse consumption categories (e.g., services) as well as to identify additional variables that moderate the magnitude of the effect. In addition, it is worth considering alternative underlying mechanisms than the one we considered (i.e., the feeling of pride) in future research. For example, a premier card may increase individuals’ construal level, thereby affecting consumer purchase decisions.

This paper attempts to bring the rather dated concept of Cultural Capital (CC) from the sociology literature to luxury retailing; it argues that Visual Merchandise Display (VMD) can enhance the consumers’ intentions to purchase luxury brands but this influence is stronger for consumers with higher CC than for those with lower CC. In particular, we develop a psychometric scale to measure CC and empirically and quantitatively investigate in two experiments the impact of VMD on consumer purchase intentions and the moderating role of CC. Walking first into TK Maxx and then into Harvey Nichols, one could assume that brand perceptions are affected not by the merchandise but rather by the store environment and particularly the way in which the products are visually presented to the consumers. In 2013, Karen Miller announced a substantial remodelling of its stores, including a change in their look to communicate ‘affordable luxury’ (Felsted, 2013). Although the luxury marketers seem to understand the importance of the display in influencing consumer perceptions, academics yet admit to knowing very little about the role of visual merchandising and display on the mechanisms of luxury brand consumption (Joy, Wang, Chan, Sherry, & Cui, 2014). Emerging research in the luxury retailing literature focuses on and explores qualitatively the role of ‘museological’ product presentation techniques in building and sustaining a luxury brand image (Dion & Arnould, 2011; Joy et al., 2014). However, till now, it has not considered that people can differ in their ability (i.e., ‘connoisseurship’) to decode and appreciate such display techniques, which often require substantial investment in fixtures, expensive materials, or complicated designs or architecture. This paper argues that the success of many newly introduced marketing communication techniques, including the tendency of contemporary branding to ‘subtly’ communicate the understated cleverness of a brand, can be subject to the consumers’ level of CC. CC refers to human culture and constitutes an individual characteristic that encompasses consumer’s intangible cultural assets and resources, such as knowledge, personality traits, and values, which manifest via consumers’ lifestyle choices and affect the way they think and act (Bourdieu, 1984; Blackwell, Miniard, & Engel, 2001). We argue that in luxury retailing, where ‘brand museums’ (Hollenbeck, 2008), ‘museological’ product presentation techniques or simply ‘museum like displays’ (Joy et al., 2014) and collaboration with contemporary artists and creative directors (Dion and Arnould, 2011) have been pointed out as new formats of in-store communication, CC can play a crucial role in explaining whether and how much consumers’ purchases can be actually affected. The marketing literature, to date, however, misses a contemporary continuous measure to assess consumers’ CC. In their effort to avoid limitations embedded in prior conceptualisations of CC— which mostly concern its supposed static and inherited nature (McQuarrie, Miller, & Phillips, 2013) —, many studies of consumer behaviour tend to assess CC qualitatively and set criteria to dichotomise a sample into two groups who are somewhat arbitrarily classified as people with either high or low CC; or, they only approximate CC by assessing the participants’ knowledge in a specific field of consumption, which is often a crude proxy for CC and pre-supposes the consumers’ interest-involvement in the investigated field of consumption (McQuarrie et al., 2013). For example, the literature on luxury brands tends to replace CC with fashion knowledge (e.g., Berger & Ward, 2010). Nevertheless, the researchers recognise this replacement as a limitation of their studies and a poor operationalisation of the concept of CC (Berger & Ward, 2010). The present research has three objectives. First, rather than dichotomising people into high and low CC groups, it acknowledges CC as a continuous variable and develops a contemporary psychometric scale to measure the extent to which people within the same culture differ in it. Second, it aims to provide a conceptual framework for understanding a set of mechanisms that explain how consumers’ purchase intentions for a luxury brand can be affected by specific VMD cues which are used for displaying it. Last and more importantly, we want to validate the newly introduced scale in a final experiment that tests whether the process whereby VMD indirectly increases the purchase intentions for luxury brands, depends positively on the consumer’s CC. The first study, which incorporates a qualitative inquiry as well as a purification and a validation study and uses multiple samples, succeeds in developing and validating a psychometric CC scale. In the second study, by conducting an experiment, we develop a model which explains how a combination of specific high-image VMD cues that form a museum-like display affects the consumers’ luxury brand purchase intentions by increasing consumers’ perceptions of luxury and by decreasing their perceived personal risk. This study’s model is, then, re-estimated in the final study after introducing into it the measure of CC. In this experiment, the strength of the basic relationships was found to be contingent on CC, suggesting that consumers with higher CC tend to be more strongly influenced by the store environment cues. Although we recognise that for many consumer behaviour studies in the marketing literature, consumers’ knowledge in fashion represents sufficiently well the concept of CC (e.g., Berger & Ward, 2010; McQuarrie et al., 2013; Parmentier, Fischer, & Reuber, 2013), we show that this might not be the case in the context of store atmospherics. In particular, we test the influence of both CC and fashion knowledge by introducing them together into the same model. Interestingly, CC is found to behave differently and to some extent oppositely to fashion knowledge in influencing consumers’ store-induced perceptions and purchase intentions for the luxury brand on display. The identification of specific VMD cues that form what the luxury retailing literature rather vaguely describes as a ‘museological presentation’ and the measurement of their combined effect as a ‘museum-like display’ on the consumer’s perceptions and behavioural intentions can have important implications for both the offline and online retailers. Our findings can also inform the contemporary brand communication methods, such as the brand’s representation in social media (e.g., in pinterest). Moreover, the measurement of consumer’s level of CC can allow brand managers and retailers to identify receptive segments and make more efficient resource commitments to VMD. Investment in VMD elements can then be better matched to the anticipated target market to avoid either over- or under spending on it. Sales forecasts can also become more accurate if CC could be assessed and considered along with the employed in-store and digital product presentation methods.

Recently, the damage caused by typhoons and strong winds, which frequently occur as a result of global climate change, is on the rise. Soundproofing and windshield walls installed on roads often fail to function because of damage due to strong winds. Therefore, in this study, strong wind fragility evaluation was performed to predict the probability of failure of soundproof / windproof walls from wind loads. A three-node bending experiment was carried out to investigate the material characteristics of the aluminum frame which was installed on the actual soundproof wall. Based on the results of this experiment, the resistance performance of target structure was calculated, and the frame damage was selected as the performance limit state. Wind loads acting on 4m x 1m individual element soundproof wall was compared with the resistance capacity by Monte Carlo simulation method. In the future, the evaluation of the strong wind safety of the sound barrier structure should be proceeded by setting the limit state and performing the vulnerability evaluation through the additional experimental data. This work can become guideline information for future design of soundproof and windproof wall.