중국은 전통적으로 ‘사농공상’이 엄격한 신분사회로 상업에 종사했던 상인계층은 사회적 지위가 낮았으나, 이러한 엄격한 사회계급은 명대 상업의 발전과 경세치용 사조의 흥기에 힘입어 큰 변화를 겪게 되었다. 이에 따라 단지 사회적으로 조연의 입장에 있었던 상인들은 이후 다양한 사회참여를 통해 자신의 정체성을 새롭게 정립 함으로써 자신들의 역할을 분명하게 드러내게 되었다. 특히, 명 중기 이후 당시의 사 회적 변화와 이해관계가 맞물리면서 치부에 대한 인식 변화가 널리 받아들여져 새로 운 신분계층이 출현하게 되었다. 또한 상업에 대한 인식이 크게 달라지면서 사회적 기능 역시 중시되어 상인의 신분과 지위를 상승시키는 결과를 가져왔다.

The limitation in deriving the species richness representing the entire country of South Korea lies in its relatively short history of species field observations and the scattered observation data, which has been collected by various organizations in different fields. In this study, a comprehensive compilation of the observation data for plants held by agencies under the Ministry of Environment was conducted, enabling the construction of a time series dataset spanning over 100 years. The data integration was carried out using minimal criteria such as species name, observed location, and time (year) followed by data verification and correction processes. Based on the integrated plant species data, the comprehensive collection of plant species in South Korea has occurred predominantly since 2000, and the number of plant species explored through these surveys appears to be converging recently. The collection of species survey data necessary for deriving national-level biodiversity information has recently begun to meet the necessary conditions. Applying the Chao 2 method, the species richness of indigenous plants estimated at 3,182.6 for the 70-year period since 1951. A minimum cumulative period of 7 years is required for this estimation. This plant species richness from this study can be a baseline to study future changes in species richness in South Korea. Moreover, the integrated data with the estimation method for species richness used in this study appears to be applicable to derive regional biodiversity indices such as for local government units as well.

The Lepidoptera - moths, butterflies, and skippers, is one of the three most species-rich, studied, diverse, and widely distributed insect orders, with over 157,424 species worldwide (van Nieukerken et al., 2011). Moths and butterflies serve as valuable indicator species for monitoring climate change. Conversely, the distribution of lepidoptera is actively and interactively influenced by changes in climate and land cover (Warren et al., 2001). Over the last five years, there are many oriental moth species, such as genus Stictane, Siccia, Philenora, Ammatho, Asota, etc., have been newly recorded in Korea, since other new records are very likely yet to be discovered in this country and nearby.

Given the conundrum of moral washing in CSR communication, this research examines the effectiveness of narrative richness using storytelling in marketing. In the process, the moderating role of moral imagination is further explored. An online experiment with a 2 (Narrative Richness: High vs. Low) x 2 (Moral Imagination: High vs. Low) between-subjects factorial design was conducted with two well-known companies (Shell vs. Facebook) suffered from a reputation crisis as the target brands. The results (N = 287) showed that the effects of narrative richness on consumer responses, including positive emotion, negative emotion, and behavioral intention, were significant for Facebook whereas its effect on positive emotion was significant for Shell. Most importantly, the two-way interaction between narrative richness and moral imagination on attitude toward the brand was significant for Shell, indicating that the effect of narrative richness on attitude toward the brand was augmented by moral imagination. In other words, consumers with high moral imagination view narrative-rich messages with virtuous thoughts to figure out the conundrum of CSR communication for the company, and vice versa. Theoretical and managerial implications are discussed.

The distribution pattern of species richness was determined by temperature. To examine the relationship between hemipteran richness and temperature, hemipteran species were collected using pitfall traps at six different oak forest sites with different annual mean temperatures in South Korea. Multiple linear regression analyses were conducted with mean annual temperature (MAT) and plant richness to evaluate differences in hemipteran richness. The influences of MAT and plant richness of study sites on hemipteran richness were examined by comparing three models (plant richness+MAT+MAT2, plant richness+MAT, and MAT) or two models (plant richness+MAT and MAT). Hemipteran richness showed an inverse diversity pattern as a function of temperature, with higher species richness at lower temperature sites. Meanwhile, Aphididae showed a bell-shaped diversity pattern with the highest value at low medium temperatures. The regression analysis showed that hemipteran richness was affected by temperature and plant richness in their habitats.

The emergence and explosive growth of social media platforms such as Instagram, Facebook, Tweeter, etc. has dramatically changed both the way consumers shop and brands advertise. According to a study by Track Maven, Instagram is the most engaging social media platform nowadays with the most average interactions per post per 1,000 followers. It stimulates “Instagram influencer marketing” to develop rapidly and promotes a great variety of brands. It has fundamentally changed the balance of power between customers and brands because it allows peer recommendations to play a much larger role in purchasing decisions [13]. It has become one of the trendiest marketing strategies that focus on influential figures on Instagram rather than targeting on the market as a whole. Instagram influencer marketing highlights content creators who may impact their audiences’ buying habits. For example, shoppers who compare hotel reviews can simply search “hashtag plus hotel name (e.g. #hiltonnewyork) in Instagram and read people’s experiences with that hotel among related posts. Many of those posts were created by influencers who are collaborating with the brands to advertise. Based on activities of more than 12 million Instagram influencers between the first quarter of 2018 and the first quarter of 2019, Social bakers created a report to categorize influencers into three categories: micro-influencers who have fewer than 10,000 followers, macro influencers with 10,000 to 50,000 followers, and celebrities who attracts a million or more followers. The majority of Instagram influencers are “micro-influencers”. Their finding also reveals that the combined amount of sponsored content on Instagram for all three categories of influencers in North America has jumped 150% in the last year.

Lexical richness makes an important contribution to L2 writing quality. To explore its importance, the study aims to identify and explain how lexical richness manifests in argumentative essays written in the final exam of reading and writing class by thirty-five undergraduates. The lexical richness consists of four interrelated elements: lexical diversity, density, sophistication, and fluency. Detailed text analysis can identify these elements in EFL students' academic writing. The correlation analysis showed that the use of lexical diversity, sophistication, and fluency all affect writing quality and can be seen differently in a text depending on different score ranges, vocabulary knowledge and linguistic performance. Further, the regression analysis revealed that the lexical sophistication was found to be the most significant predictor that contributes to writing quality. In sum, the lexical richness displayed in written text is a result of a person’s underlying vocabulary knowledge. This study ends with a pedagogical implication for teaching lexical richness in EFL academic coursework.

Also known as information richness theory, the media richness theory has kindled much research on media selection and yet has received limited attention in the context of consumer-generated media, despite being concerned with reducing uncertainty and resolving equivocality. As El-Shinnawy and Markus (1997) observed, distinct differences exist among traditional media and the new media with regards to their ability to support the four elements of the richness construct (i.e. capacity for immediate feedback, ability to convey multiple types of cues, language variety and personal focus). Nonetheless, individuals’ perceptions of how ‘rich’ a medium is might still influence their choice of the medium for specific tasks. Giving the growing use of TripAdvisor for the task of travel planning, it is thus important to assess how travel consumers perceive the ‘richness’ of this medium. This study therefore investigates the potential role of media richness theory in explaining CGM usage by segmenting travel consumers based on their perceived media richness of TripAdvisor and profiling them to improve our understanding of their conative responses to CGM. Data were collected using a Web-based survey of American travel consumers. After data screening, 524 valid responses remained for the analysis. The data analysis process involved three key stages: (1) clustering travel consumers into homogenous groups based on the raw scores of the perceived media richness indicators (2) validating the cluster solution, and (3) profiling the resultant clusters against relevant variables. Findings reveal three clusters which differentiate travel consumers by the degree of their perceived media richness of the TripAdvisor platform. The resultant segments differ by respondents’ prior experience with TripAdvisor as well as by their attitudes and willingness to employ TripAdvisor for future travel planning. Among others, the findings advance our understanding of the media richness theory in the context of consumer generated media. The study represents a valuable contribution to the scant literature on media richness in the new media environment. Given the need to improve customer engagement in an era of customer-to-customer interactions, the findings throw light on the potential role of perceived media richness which has often been ignored in CGM research. The measurement index could as well serve as a basis for future research in this field. Generalisability of empirical findings may be limited by the ephemeral nature of the technical features of C-2-C platforms.

본 연구는 설악산 지역 남교리에서 대청봉에 이르는 구간의 고도별 식물 종풍부도 패턴 및 이러한 패턴에 영향을 미치는 요인으로서 기후 및 지형인자의 상대적 중요성을 구명하기 위해 수행되었다. 식생 조사 결과, 남교리에서 대청봉에 이르는 구간에서 총 71과, 147속, 211종의 식물이 관찰되었으며, 이 가운데 목본식물은 91종(43%), 초본식물은 120종(57%)이 관찰되었다. 고도가 증가함에 따라 목본식물의 풍부도는 감소하는 패턴을 나타낸 반면, 초본식물의 풍부도는 증가하는 패턴을 보였다. 이러한 분포 패턴을 설명하는 요인들에 대한 회귀분석 결과, 목본 및 초본식물의 종풍부도는 기후 및 지형인자 모두에 의해 제어됨을 알 수 있었다. 그러나 변이분할을 통해 두 인자들 사이의 상대적 중요성을 분석한 결과, 목본식물의 풍부도는 기후인자가, 초본식물의 풍부도는 지형인자가 더 중요한 영향을 미치는 것으로 나타났다. 본 연구는 소규모 공간 수준에서의 고도에 따른 식물종의 풍부도 패턴과 그 제어인자는 목본 및 초본식물 사이에 다를 수 있다는 것을 나타낸다.

This study was conducted to clarify the richness patterns of woody plants along a temperate altitudinal gradient on the Baekdudaegan ridge, South Korea. The effects of the spatial and climatic factors on the observed altitudinal richness patterns were evaluated. We also tested Rapoport’s altitudinal effect, which relates the distribution of a species’ altitudinal ranges to the patterns in species richness. Woody plant data were collected from 1100 plots on the Baekdudaegan ridge. A total of 248 woody plant species from 47 families and 99 genera were found. The altitudinal pattern of the woody plant species richness on the Baekdudaegan ridge exhibited a clear hump-shaped pattern with a peak around 800 m. Spatial factors(mid-domain effect and area) were the primary drivers in the simple linear models, whereas the climatic factors(mean annual precipitation and temperature) had lower explanatory power. Multiple linear regression analysis revealed that the combined interaction between spatial and climatic factors affected the altitudinal richness patterns of the overall woody plants. Furthermore, the spatial and climatic factors were more important for large- and small-ranged woody plants, respectively. The results of Stevens’ method and the midpoint method do not support Rapoport’s altitudinal effect. The results suggest that a combined interaction between spatial and climatic factors influences the richness pattern of the total woody plant species. Furthermore, the relative importance of these factors depends on the range size of the woody plants species along an altitudinal gradient on the ridge of the Baekdudaegan ridge.

Araneae species are predators in natural ecosystem interact with various prey species. These linkage can be affected under climate change because species react not just individually but systematically. We focused on potential impact of climate change in Araneae fauna in national scale. In this study, potential species richness of Araneae in South Korea was predicted with MaxEnt (Maximum Entropy) model. Korea Forest Research Institute conducted national scale research of wandering arthropods. They monitored in uniformly set 366 points, and the data contain exact GPS points of study sites. Occurrence data were extracted from Prediction of Distribution and Abundance of Forest Spiders According to Climate Scenario (Korea Forest Research Institute, 2013). With the report, dominant 21 Araneae species that appeared more than 10% study sites were selected to estimate species richness. Training climate data were prepared from observation source of Korea Meteorological Administration. RCP 8.5 scenario data which represent future (2050, 2070) climate condition were downloaded from WORLDCLIM web site. In MaxEnt simulation, occurrence data for 21 species and 19 bioclimatic variables were used. Because the model outputs are expressed in index, the minimum training presence threshold rule was applied to distinguish presence/absence of each 21 species distribution model. We overlaid whole 21 thresholded output to get species richness map. The fluctuation between current and future species richness was calculated to observe changing trend in national scale. The results of Araneae fauna tends to move higher altitude and latitude. Species richness of lowlands is predicted to be diminished, but higher mountains are expected to be more suitable for many spider species. In some South Western coastal areas showed reduced richness in 2050 but will recover in 2070.

In order to get basic data for flood plain restoration, we surveyed the woody vegetation in Korean natural rivers and analyzed the species' characteristics with regards to patterns of richness and diversity. These characteristics were higher in hard wood forests than those in soft wood forests, such as Salix spp. community. Futhermore, they were the highest in the Prunus sargentii-Pinus densiflora community(H' 1.095), and the lowest in the Carpinus laxiflora community(H' 0.118) among the hard wood forests. Species' richness diversity were the highest in the Salix gracilistyla community, but the lowest in the S. koriyangi community or S. koreensis community among the soft wood forests. With regards to the dominant index, just one community is over 0.9, 13 communities are between 0.3-0.7 and 15 communities are less than 0.3. The Salix koreensis community was the highest at 0.931, and Prunus sargentii-Pinus densiflora community was the lowest at 0.13. Species' richness and diversity was significantly correlated with tree layer coverages and degree of slope. These results mean that in order to increase plant species diversity in flood plains planted hard woody trees, such as oaks and fir, are needed to suit environmental conditions with steeper slope and lower canopy coverage.

We created species richness maps of mammals, birds and plants using "Nnational Ecosystem Survey" data and identified correlations between species richness maps of each taxa. We examine the distribution of species richness of each taxa and calculated conservation priority rank through plotting species-area curves using an additive benefit function in Zonation. The conclusions of this study are as follows. First, plant showed high species richness in Gangwon province and Baekdudaegan, and mammals showed high species richness at eastern slope of Baekdudaegan in Gangwon province unusually and the species richness of mammals distributed equally except Gyeonggi and Chungnam province. However, birds showed high species richness in the west costal because the area is the major route of winter migratory birds. Second, correlation of each taxa’s distribution is not significant. Correlation between mammals and birds is positive but correlations between birds and others are negative. Because mammals inhabit in forest but birds mostly live in coastal wetlands and rivers. Therefore, bird’s habitats are not shared with other habitats. Third, the probability of mammals occurrence is very low under 25% in species-area curve, others increase proportionally to area. Birds increase dramatically richness at 10% because bird's habitat is concentrated in coastal wetlands and rivers. Plants increased gently species richness due to large forest in Gangwon province. We can calculate the predicted number of species in curves and plan various conservation strategies using the marginal number of species. Finally, high priority ranks for conservation distributed mainly in Gangwon province and Baekdudaegan. When we compared with priority map and terrestrial national parks, the parks were evaluated as high priority ranks. However, the rank of parks away from Baekdudaegan was low. This study has the meaning of selecting conservation priority area using National Ecosystem Survey. In spite of the omission of survey data in national parks and Baekdudaegan, the results were good. Therefore, the priority rank method using species distribution models is useful to selecting protected areas and improving conservation plans. However, it is needed to select protected areas considering various evaluation factors, such as rarity, connectivity, representativeness, focal species and so on because there is a limit to select protected area only using species richness.

Understanding the richness and complexity of consumers’ memory structures for a country is important for governments, tourist boards, investment promotion agencies, cultural institutes, exporter associations, Ministries of Foreign Affairs and NGOs in order to increase tourism, exports, inward investment, etc. The image of the country is a key asset that, beyond its symbolic value to the pride and confidence of a nation, has an impact on the welfare and the economic development. Understanding and specifying which levers have a disproportionate effect on generic county evaluations and country image perception is invaluable to both practitioners and academics. Associative network analysis can be helpful to identify the key levers that shape a country’s image. While a number of studies conceptualise brand image from an associative network perspective, based on cognitive psychology, only a few researchers (Henderson, Iacobucci, & Calder 1998; Teichert, & Schöntag 2010) combine this psychological approach with a network analysis perspective applying it at the product brand level. The use of such a combined approach offers certain advantages and more informed insights of image concepts in comparison to a mono-method perspective. This research uses the combined methodology to examine country image associations, and offer new insights on the construct of country image, and on the future development of a more customised approach to the country image measures.

The experiments were conducted from April, 2010 to July, 2011 to explore the species richness of fruit fly and to observe the incidence of Bactrocera species by using Methyl Eugenol trap. In the first experiment, 11 species such as Bactrocera arecae, B. carambolae, B. dorsali, B. kandiensis, B. latilineola, B. malaysiensis, B. neocognata, B. raiensis, B. verbascifoliae, B. correcta and Carpomya pardalina were recorded. All species except Carpomya pardalina were observed in mango. Eight species in guava and five species in jujube were recorded. Bactrocera dorsalis was found to be the most abundant in mango and guava, and B. correcta in jujube. During the second experimental period, the experimental area can be recorded as an infested area because index of fruit fly population captured in traps, FTD (flies/trap/day), was seven. The highest population (437 flies/trap/week) was observed on May 26 in mango orchard. The number of fruit flies was observed to be significant positive correlation with weekly rainfall (R2 = 0.67 in mango, R2 = 0. 34 in guava and R2 = 0.43 in jujube) and relative humidity (R2 = 0.65 in mango), and negative correlation with mean temperature (R2 = 0.72 in mango) and sunshine hour (R2 = 0.61 in mango and R2 = 0.33 in jujube).

The effect of altitude and latitude on biodiversity (or species richness) has been a topic of great interest for many biogeographers for a long time. This study was conducted to examine the dynamics of species richness of aquatic insects along the altitudinal gradient in 24 wetlands on Mt. Halla, Jeju and test the Rapoport’s rule. The species richness of aquatic insects monotonically decreased with increasing altitude, showing a significant inverse correlation (r = -0.64). However, the pattern of species richness with altitude showed a hump-shaped relationship, with a peak in species richness at intermediate elevations when the effects of area were removed. The altitudinal range of species tended to increase with increasing altitude, as Rapoport’s rule predicts. There was a positive correlation between the altitudinal range size and the midpoint of the range size (Median) except for Hemiptera (Odonata: r = 0.75, Hemiptera: r = -0.22, Coleoptera: r = 0.72, Total: r = 0.55). Also, the extent of average altitudinal range of high-altitude species was 904.3m, and it was significantly wider than a 469.5m of low-altitude species. Consequently, the species richness of aquatic insects in wetlands on Mt. Halla along the altitudinal gradient well supported Rapoport’s rule.

Species richness (number of species) of the butterfly community in the Gwangneung forest, Korea, was estimated using data of the long-term butterfly monitoring, which had been carried out 291 times in the Korea National Arboretum or forest area of Gwangneung from 1998 to 2008. Abundance of each butterfly species was monitored using the line-transact method. In the present study, 13,333 butterflies belonging to 112 species were observed. Species accumulation curve and species richness was obtained using a software, EstimateS. The species accumulation curve shows an increase tendency even at 291 survey times, implying the possibility of the presence of a few unfound species. However, values of species richness estimated by the seven estimators were stabilized around 240-250 survey times. Species richness estimated by the estimators ranged from 120 species to 141 species with 128 species in average. However, the figure estimated by the previous studies since 1958 was 148 species. We estimated the reasonable scale of species richness on the base of recent analysis on the change of butterfly species. Species richness of the Korea National Arboretum was higher than that of natural forest and of plantation. However, species richness of butterfly was not different between natural forest and plantation. It is likely that increase of grasslands and habitat diversity in arboretum led to the increase of species richness of butterfly community.