The sharing economy claims for research on its particularities and implications for management. This paper explores the way hosts of Peer-to-Peer Accommodation (P2P) develop relationship marketing with their guests and how it influences the business. The researchers conducted 30 semi-structured interviews to hosts of Airbnb, in order to obtain their perspective on the importance and application of relationship marketing in this context. Hosts with a B2C and a C2C business perspective were interviewed, and cultural differences in the relationship approach were also considered. The results show that the hosts are aware of the importance of interactions and personal contact with guests. Different results were identified depending on the type of business, accommodation, the culture and nationality of guests. Findings show that relationship marketing is highly explored in P2P sharing accommodation, exploring the interactivity of digital platforms to deepen those relationships.

블록체인 기술을 기반으로, 환금성이 있는 NFT(Non-fungible token) 또는 가상화폐가 게 임이용의 결과물로서 이용자에게 귀속되는 P2E (Play to Earn) 게임 모델이 새로이 등장하였다. 그러나 게임물관리위원회는 P2E 게임의 사행성 을 이유로 등급분류를 거부하거나 취소하여 국내 시장 유통을 금지하고 있다. 반면 우리나라를 제 외한 많은 국가들에서는 P2E 게임이 활발하게 이용되고 있어 게임위 판단의 근거를 검토할 필 요가 있다. 게임위는 법률상 사행성게임물에 대한 등급분 류를 거부하거나 취소할 수 있는데, 이때 사행성 게임물 판단을 위한 근거규정이 미비하다는 문제 가 있다. 사행성게임물은 법률상 사행행위(베팅, 배당, 경마 등)를 내용으로 하거나 게임의 결과가 우연적으로 결정되는 게임물로서 이용자의 자산 에 손익을 미치는 것으로 정의되는데, NFT 혹은 가상자산이 이용자의 자산에 이익이 된다는 이유 만으로 그 게임물의 내용과 상관없이 사행성게임 물로 규정하는 것은 잘못이다. 또한 이용자의 재 산상 손익을 끼칠 수 있는지에 대한 구체적인 판 단 기준을하위법령에위임하고있으나, 위임받은 법령과 게임위 내규에서는 별도로 다루지 않고 있어 판단기준에 공백이 있다. 한편 게임물의 사행성은 게임물의 등급분류에 영향을 미치는데, 사행성게임물이 아니라면 사행 성이 인정되더라도 등급분류에 따라 게임출시가 가능하다. 게임산업법은 사행적인 게임물의 환전 행위를금지하고있는데, P2E 게임의환전가능성 을 이유로 사행성게임물로 판단하는 것은 잘못된 적용이다. 더불어 경품 등의 제공을 통한 사행성 조장을 금지하고 있는데, P2E 게임 이용자에게 제공되는 결과물은 그 형태와 관계없이 경품 등 에 해당하므로 사행성을 조장한다고 볼 수 있다. 그러나 게임물의 사행성 판단에 대해서는 사회⋅ 경제적 상황과 업계종사자의 의견을 반영하여 탄 력적으로 규율하는 것이 바람직하다.

Introduction Recent years have witnessed a rapid growth in peer to peer (P2P) sharing-service businesses such as Uber and Airbnb. In P2P sharing-service businesses, goods or services are provided by customers (peers) rather than by service firms, who act simply as an intermediary between customers. One customer acts as a service-providing customer (SPC), and the other as a service-receiving customer (SRC). P2P sharing-service firms have no direct control over an SPC’s quality of service provided to an SRC. Further, both SPCs and SRCs are customers to the firm, and therefore firms are concerned with the quality of service provided not only to SRCs but also to SPCs. In the P2P sharing-service context, particularly in the case of services serving the needs of diverse travelers (e.g., Uber or Airbnb), SPCs and SRCs can be people of different genders and races, which can cause them to feel socially distant from each other. Since SPCs are not professional service employees, they may not know how to cope with the social distance, which can result in uncomfortable service experience for both SPCs and SRCs. The more similar to the SPC an SRC feels, the more comfortable the SRC is likely to feel, which can lead to higher service satisfaction. Yet, few studies examined how such social distance can be reduced. This study is intended to fill this gap in the research. Specifically, we propose that an SPC’s form of address for SRC can moderate the effect of the incongruence in gender and race on an SRC’s perceived social distance. Theoretical Development Social distance refers to the level of acceptance people have of others outside of their own social group or class (Bogardus, 1928). It is a measure of perceived difference (or distance) between groups. In the context of the P2P sharing service, SRCs and SPCs can be from diverse social groups. When an SRC encounters an SPC from a social group that is different from theirs, the SRC can feel socially distant from the SPC. Immediate differences an SRC can identify upon meeting an SPC is demographic such as gender, age and race. In this study, we first propose that the difference (incongruence) in gender, age and race makes an SRC feel socially distant from an SPC. Social distance is closely related with similarity (Osbeck & Moghaddam, 1997; Liviatan, Trope & Liberman, 2009). In the context of mentoring, the higher the perceived and actual similarity a portage feels with a mentor, the higher the level of the portage liking and satisfaction for the mentor and with the mentoring service (Ensher, 1997). Matching gender and race between a mentor and a portage positively influenced self-reported grade point average, efficacy and confidence of a portage (Blake-Beard et al. 2011). Race was well demonstrated to influence social distance (Triandis & Triandis, 1960). Taken together, we conjecture that the effect of the difference in gender and race on social distance will apply to the P2P sharing service context and propose the following hypothesis: H1: The incongruence in gender and race between an SRC and an SPC will make SRCs feel more socially distant from SPCs compared to the case of congruence. We propose in this study that the form of address for SRCs by SPCs can influence the level of social distance SRCs feel because of the incongruence in gender and race. The relationship between forms of address and social distance has been proposed (Brown, 1965). Intimate terms of address is associated with intimate relationship. Intimate terms of address is inversely proportional to social distance (Keshavarz, 2001). Calling someone by the first name is related with friendliness (Brown, 1961). The use of first name is positively associated with closeness in relationship (Brown, 1965). An empirical study in the healthcare context showed that most patients preferred to be addressed by the first name (as opposed to last name) (Gillette, Filak & Thorne, 1984). Taken together, we propose the following: H2: Intimate forms of address by the SPC for the SRC will reduce the level of social distance caused by the incongruence in gender and race. We propose that the level of perceived social distance influences the level of comfort SRCs feel with the SPC during the service delivery. The negative effect of social distance on the level of interaction comfort has been shown (Paswan & Ganesh, 2005). In the context of service encounters where customers feel cultural differences, psychological distance was shown to influence comfort negatively (Weiermair, 2000). Since social distance is a dimension of psychological distance (Trope & Liberman, 2011), we propose the effect of social distance on comfort as following: H3: Reduced social distance will lead to a higher level of comfort. The effect of social distance on comfort can vary by customers. In this study, we propose that the effect is moderated by the customer’s motive for the purchase of the P2P sharing service. There are largely four movies for customers who participate in collective consumptions (i.e., sharing service): economic motive, social motive, hedonic motive, and the motive to reduce risks and responsibilities (Benoit, Baker, Bolton, Gruner & Kandampully, 2017). Economic motives are associated with reducing expenses, and social motives are with meeting other people (e.g. more authentic travel) (Benoit et al., 2017). Hedonic motives are related with “accessing products that are exciting or normally out of reach” while motives to reduce risks and responsibilities are related with “no burdens of ownership, option to preview a product for potential purchase” (Benoit et al., 2017). According to a research in the context of P2P accommodations, cost saving, familiarity, trust, and utility are determinants of satisfaction with a sharing option. Thus, we propose that customer motives moderate the effect of social distance on comfort (Möhlmann, 2015). H4: The effect of social distance on comfort vary by customer motives for purchase. When feeling comfortable, people are more likely to trust, feel satisfied, and commit themselves, which can help improve relationship (Spake, Beatty, Brockman & Crutchfield. 2003). Comfort positively influences perceived service quality and satisfaction (Dabholkar, Shepherd & Thorpe, 2000). Comfort influences satisfaction positively (Paswan & Ganesh, 2005). In the P2P sharing-service context, SRCs’ evaluation of SPCs are carried out by reviews. Customer reviews of SPCs’ services are vitally important for both SRCs and SPCs. Reviews help other SRCs to identify desirable SPCs (Ert, Fleischer & Magen, 2016) and SPCs to receive feedback for their service quality improvement. Therefore, we propose the following: H5: Comfort leads to SRC’s intention to write good reviews. Data Collection Data will be collected from American consumers who have used Uber at least once in the past one year through an online scenario-based survey using a 2 (genders: male vs. female) x 3 (races: white vs. yellow vs. black) x 3 (forms of address: no address vs. first name vs. last name) between-subject experimental design. Hypotheses will be tested by an analysis of variance and a structural equation modeling analysis. In the analyses, the potential effects of trust, familiarity, community belonging, utility (Möhlmann, 2015) and age will be controlled. Implications Findings of this study will reveal the importance of reducing social distance that SRCs feel during encounters with SPCs. Of many possible ways to reduce social distance between SRCs and SPCs, the result of this study will show that SPCs’ use of appropriate form of address to SRCs is effective. Further, it will show that the effect of social distance on customer comfort can vary by the purpose of the use of the sharing service. These findings will offer P2P service firms insights on how to help SPCs offer more comfortable services to SRCs and as a result receive positive reviews from SRCs.

Increasingly, mobile technology is becoming common in our everyday lives (GFT Technologies, 2016); nevertheless, mobile payments are not one of the most frequently used mobile services (Liébana-Cabanillas, Muñoz-Leiva & Sánchez- Fernández, 2017). Peer-to-peer mobile payment services (P2PM-pay) (also referred to as person-to-person transactions or P2P transactions) allow customers to quickly and easily transfer funds from their bank account or credit card to another individual's account via the internet or a smartphone. Prior studies on payment systems using mobile devices focused on analyzing other types of payment systems, the internal structure and safety protocols for each system, and their adoption by consumers (Ramos-de-Luna, Montoro-Ríos & Liébana-Cabanillas, 2016; Ozturk, Bilgihan, Salehi-Esfahani & Hua, 2017). The aim of this research is to propose a standardized behavioral model of users’ intention to use P2PM-pay. The model has been defined based on a framework involving some of the main theories of technologies adoption from the perspective of social psychology (Fishbein y Ajzen, 1975; Davis, Bagozzi & Warshaw, 1989; Venkatesh & Davis, 2000; Venkatesh & Bala, 2008; Venkatesh, Thong, & Xu, 2012). Based on the literature review and in-depth interviews conducted of professionals from the Fintech (financial technology) sector, the model was structured based on three groups of antecedents (i.e., drivers, inhibitor and psychological dimensions) to explain the intention to use. The model was evaluated using survey data of 701 participants with structural equation modelling (SEM) approach. The proposed model is based on classical technology adoption models but incorporates specific variables from mobile payment systems. It includes a total of eight antecedents of the intention to use the P2PM-pay app. Among these antecedents, three (i.e. perceived usefulness, subjective norms and personal innovativeness) are fundamental to the intention to use, while three others (i.e. individual mobility, perceived risk and perceived trust) have a lesser influence. The results also point out that the relationships of both perceived ease of use and hedonic motivation with the intention to use are not significant. Based on the findings, this research has important theoretical and practical implications in understanding the adoption of P2P mobile payment services.

To gain insights into the role of purinergic receptors in human dental pulp cells (hDPCs) differentiation, we characterized the expression and functional activity of P2Y1 receptors and investigated the effects of ADP on the proliferation and differentiation of this pulp stem-like cell population. Our data showed that ADP did not induce cell proliferation to expose the various ADP concentrations for 72 hours, but the proliferative capacity of hDPCs was inhibited at higher ATP concentrations (100 μM). Using RT-PCR analysis, we found that ADP induced several P2Y receptors including P2Y1 as well as odontoblastic differentiation genes, dentin matrix protein 1 (DMP1) and dentin sialophosphoprotein (DSPP) in a dose-dependent manner. The effects of ADP on the expression of DMP-1 and DSPP mRNA were prevented by the P2Y1 antagonist MRS2179. The extracellular matrix calcium deposits were clearly observed in ADP-treated hDPCs by alizarin red S staining. Quantitative measurement of mineralization induced by ADP was significantly inhibited in MRS2179-treated hDPCs. These results may provide new insights into the molecular regulation of the differentiation of hDPCs.

2ZrO2·P2O5 powder, which is not synthesized by solid reaction method, was successfully synthesized through PVA solution method. In this process, the firing temperature and the PVA content strongly affected the crystallization behavior and final particle size. A stable α-phase 2ZrO2·P2O5 was synthesized at a firing temperature of 1200 oC and holding time of 4 h. β-phase 2ZrO2·P2O5 was observed, with un-reacted ZrO2 phases, for firing temperatures lower than 1200 oC. In terms of the PVA content effect, the powder prepared with a PVA mixing ratio of 12:1 showed stable α-phase 2ZrO2·P2O5; however, the β-phase was found to co-exist at relatively higher PVA content. The synthesized α-phase 2ZrO2·P2O5 powder showed an average particle size of 100~250 nm and an average thermal expansion coefficient of −2.5 × 10−6/oC in the range of room temp. ~800 oC.

We have investigated a glass-forming region of V2O5- P2O5-ZnO glass and the effects of the addition of modifier oxides (B2O3) to the glass systems as a sealing material to improve the adhesion between the glass frits and a soda lime substrate. Thermal properties and coefficient of thermal expansion were measured using a differential scanning calorimetry, a dilatometer and a hot stage microscopy. Structural changes and interfacial reactions between the glass substrate and the glass frit after sintering (at 400 oC for 1 h) were measured by Fourier transform infrared spectroscopy, X-ray photoelectron spectroscopy and scanning electron microscope. The results showed that the adhesion strength increases as the content of B2O3 at 5 mol% increases because of changes in the structural properties. It seems that the glass structures change with B2O3, and the Si4+ ions from the substrate are diffused to the sealing glass. From these results, we could understand the mechanism of strengthening of the adhesion of soda lime silica substrate by ion-diffusion from the substrate to the glass.

이상의 실험결과들을 요약하면, CFA를 안면영역 피하로 주입하여 발생한 염증성 통증 행위반응은 P2X 수용체의 억제제의 투여로 감소할 수 있었다. 특히 P2X7 수용체 억제제를 투여하면 진통작용 뿐 아니라 활성화된 신경아교세포 발현을 억제하였다. 이러한 실험 결과는 P2X7 수용체가 신경아교세포에 영향을 미쳐 안면에서 발생하는 만성 염증성 통증의 발생과 유지에 관여하고 있다는 것을 보여준다. 따라서 중추신경계의 신경아교세포를 조절할 수 있는 중추성 P2X7 수용체 작용기전은 임상에서 만성 염증성 통증을 보다 효과적으로 치료할 수 있는 새로운 방법을 제시해 줄 수 있다고 생각된다.

사용후 핵연료내 우라늄 및 초우란원소를 회수하는 파이로프로세싱 공정에서 배출되는 금속염화물계 방사성 폐기물은 높은 휘발특성과 붕규산계 유리와의 낮은 상용성으로 인해 고화처리가 쉽지 않은 폐기 물이다. 이를 위해, 본 연구에서는 고화처리의 한 방법으로 탈염화 반응을 통한 고화체제조 개념을 채택 하였다. 솔젤법을 이용하여 탈염화물질, SiO2-Al2O3-P2O5 (SAP)을 합성하였으며 이를 이용하여 탈염화 반 응거동 반응생성물의 고형화 특성을 조사하였다. LiCl계 폐기물과 달리, LiCl-KCl폐기물의 반응은 두 개 의 온도범위에서 반응이 진행되며, 400℃의 경우에는 LiCl이, 약 700℃에서는 KCl이 주로 반응하는 것으 로 확인되었다. 여러 가지 반응실험을 통하여 LiCl-KCl의 탈염화 반응에 가장 적합한 물질은 SAP 1071 (Si/Al/P=1/0.75/1 in molar)인 것으로 확인되었다. 4가지 종류의 고형화 실험을 통하여 고화체의 bulk shape과 densification은 SAP/Salt의 비에 영향 받는 것을 확인하였다. 제조된 고형화 시료는 Product Consistency Test-A법을 이용하여 기본적인 내구성을 평가하였다. 본 연구는 SiO2, Al2O3, P2O5 로 이루 어진 탈염화 물질을 이용하여 반응특성과 고형화 특성에 대한 기본적인 정보를 제공하였으며, 이와 같은 실험을 통하여, 본 연구에서 제안된 탈염화 고화처리방법이 휘발특성이 높고 기존 유리매질과 상용성이 낮은 금속염화물계 폐기물에 적용이 가능함을 확인하였다.

금속염화물계 방사성 폐기물은 전해공정으로 이루어진 파이로프로세싱공정의 주요한 방사성 폐기물이 다. 이와 같은 폐기물은 탄산염이나 질산염과 달리 고온에서 분해되지 않고 바로 휘발되며, 기존의 규산 계 유리와 상용성이 낮아 처리가 쉽지 않다. 본 연구팀은 금속염화물계 폐기물을 고화처리하는 방법으로 탈염화처리법을 채택하였다. 본 연구에서는 그 후속적인 연구로서, 탈염화물질로 제안된 SAP (SiO2- Al2O3-P2O5)의 조성을 변화시켜 LiCl-KCl과의 반응성을 향상시키고 고화공정을 단순화시키고자 하였다. 기본물질계에 Fe2O3를 첨가할 경우 무게반응비 SAP/Salt를 3에서 2.25로 낮출수 있으며, Fe가 Al을 치환 하는 몰분율이 0.1이상이 될 경우에는 오히려 반응성이 점진적으로 감소하는 것으로 확인되었다. 또한 M-SAP에 B2O3를 첨가할 경우에는 유리매질을 사용하지 않고 monolithic form을 제조할 수 있었다. 침출 시험결과 U-SAP 1071이 가장 높은 내구성을 보여주었으며, 1 g의 금속폐기물을 처리시 약 3∼4 g의 고 화체가 발생되며, 이는 기존의 고화처리법보다 약 ⅓∼¼배정도 최종처분부피가 감소되는 효과를 얻을 수 있다. 이상의 실험결과로부터, 기존의 유리고화공정으로 처리가 어려운 휘발성 금속염화물계 폐기물 을 단 하나의 물질을 이용하여 처리할 수 있음을 확인하였으며, 이러한 처리방법은 고화처리시 발생되는 부피를 최소화활 수 있는 대안적인 고화처리방법이 될 것으로 판단된다.

The present study investigated the role of peripheral P2X receptors in inflammatory pain transmission in the orofacial area in rats. Experiments were carried out on male Sprague- Dawley rats weighing 220 to 280 g. Formalin (5%, 50 μL) and complete Freund's adjuvant (CFA, 25 μL) was applied subcutaneously to the vibrissa pad to produce inflammatory pain. TNP-ATP, a P2X2,2/3,4 receptor antagonist, or OX-ATP, a P2X7 receptor antagonist, was then injected subcutaneously at 20 minutes prior to formalin injection. One of the antagonists was administered subcutaneously at three days after CFA injection. The subcutaneous injection of formalin produced a biphasic nociceptive behavioral response. Subcutaneous pretreatment with TNP-ATP (80, 160 or 240 μg) significantly suppressed the number of scratches in the second phase produced by formalin injection. The subcutaneous injection of 50 μg of OX-ATP also produced significant antinociceptive effects in the second phase. Subcutaneous injections of CFA produced increases in mechanical and thermal hypersensitivity. Both TNP-ATP (480 μg) and OX-ATP (100 μg) produced an attenuation of mechanical hypersensitivity. However, no change was observed in thermal hypersensitivity after the injection of either chemical. These results suggest that the blockade of peripheral P2X receptors is a potential therapeutic approach to the onset of inflammatory pain in the orofacial area.

We designed new compositions for lead free and low temperature sealing glass frit of ZnO-V2O5-P2O5 system, which can be used for PDP (Plasma Display Panel) or other electronic devices. The ZnO-V2O5-P2O5 system can be used as a sealing material at temperatures even lower than 430˚C. This system, however, showed lower bonding strength with glass substrate compared to commercialized Pb based sealing materials. So, we added TiO2 as a promoter for bonding strength. We examined the effect of TiO2 addition on sealing behaviors of ZnO-V2O5-P2O5 glasses with the data for flow button, wetting angle, temporary & permanent residual stress of glass substrate, EPMA analysis of interface between sealing materials and glass substrate, and bonding strength. As a result, sealing characteristics of ZnO-V2O5-P2O5 system glasses were improved with TiO2 addition, but showed a maximum value at 5 mol% TiO2 addition. The reason for improved bonding characteristics was considered to be the chemical interaction between glass substrate and sealing glass, and structural densification of sealing glass itself.

Adenosine 5'-triphosphate (ATP) is an important extracellular signaling molecule which is involved in a variety of physiological responses in many different tissues and cell types, by acting at P2 receptors, either ionotropic (P2X) or G protein-coupled metabotropic receptors (P2Y). P2X receptors have seven isoforms designated as P2x₁-P2x7. In this study, we investigated the electrophysiological and pharmacological properties of rat P2x₁-P2x₄currents by using whole-cell patch clamp technique in a heterologous expression system. When ATP-induced currents were analyzed in human embryonic kidney (HEK293) cells following transient transfection of rat P2x₁-P2x₄,the currents showed different pharmacological and electrophysiological properties. ATP evoked inward currents with fast activation and fast desensitization in P2x₁_ or P2x ₃ expressing HEK293 cells, but in P2X₂- or P2x₄- expressing HEK293 cells, ATP evoked inward currents with slow activation and slow desensitization. While PPADS and suramin inhibited P2X₂or P2X₃receptor-mediated currents, they had little effects on P2x₄ receptor-mediated currents. Ivermectin potentiated and prolonged P2x₄ receptor-mediated currents, but did not affect P2X₂ or P2X₃ receptor-mediated currents. We suggest that distinct pharmacological and electrophysiological properties among P2X receptor subtypes would be a useful tool to determine expression patterns of P2X receptors in the nervous system including trigeminal sensory neurons and microglia.