The cooperative relationship between Employer and Contractor in the construction industry is the most important factor to achieve the project success. Employer shall draw the Contractor’s cooperative behavior during executing the project. A study on the impact of the Owner’s power on the contractor’s cooperative behavior is rare in the construction industry in Korea even though the negative impact of the high-power distance between the Employer and the Contractor has been a hot issue in Korea. In this empirical study, it is shown that the Employer’s power can address the contractor’s cooperative behavior. The respondents were mostly employees in the domestic construction companies who have experienced in the construction projects. The total number of respondents was 317 effectively. The multiple regression analysis using SPSS 21.0 were conducted to verify the hypotheses. In conclusion, the Mediated Power is positively associated with the In-Role Behavior and with the Extra-Role Behavior. Some of Non-Mediated Power is positively associated with the In-Role Behavior and with the Extra-Role Behavior. It seems that the Contract underestimate the Employer’s Expert Power. It was known that the cooperative power caused by Non-Mediated Power is good for long term relationship of the business to business transaction. So it is highly recommended that the Employer shall foster its expertise.

The purpose of this study is to investigate the effects of no planning and online planning on complexity, accuracy, and fluency (CAF) in L2 spoken and written tasks. The study was designed into 2x2 with two independent variables: planning conditions (no planning and online planning) and task modality (speaking and writing). First, 80 Korean EFL undergraduates performed two tasks in a laboratory setting: a proficiencyassigning narrative spoken task and a randomly assigned main task. The main task had four different conditions: no planning in speaking, online planning in speaking, no planning in writing, and online planning in writing. The participants’ spoken and written performances were measured and analyzed for syntactic complexity, accuracy, and fluency. The findings demonstrated that the no planning (NP) group improved accuracy and fluency significantly more than the online planning (OP) group in the spoken task and that the NP group improved their fluency more than the OP group in the written task. Additionally, in both planning conditions, the written task increased accuracy more than the spoken task, whereas the spoken task increased fluency more than the written task. It is hoped that these findings will facilitate understanding of the supportive role of planning in task manipulation in terms of L2 learners’ limited attentional resources and its relationship with linguistic performance.

The purpose of this study is to improve effectiveness of Korea’s Official Development Assistance (ODA) provided to developing countries. To do this, we analyze the efficiency of ODA provided to 38 recipient countries by Korea through data envelope analysis method. The effects of four factors including population, GDP, economic decline and poverty, and external intervention on efficiency are also investigated by utilizing tobit regression analysis. As a result of the DEA efficiency analysis, it is found that the average efficiency score of the total is about 59%. By region, the average efficiency score of Asia, Africa, Central and South America, and the East and CIS (Commonwealth of Independent States) are about 42%, 68%, 70%, and 74%, respectively. It indicates that the Asian countries are inefficient compared to countries of the other regions. It is also found that factors of population, GDP, economic decline and poverty, and external intervention have statistically significant effects on efficiency at 0.01 significance level. In the case of the population, the higher the population of the recipient country, the more negative (-) effect is on the efficiency. The other factors such as GDP, economic decline and poverty, and external intervention have positive effects on the efficiency.

본 연구는 부모의 스마트폰 중독이 유아의 놀이성에 미치는 영향에서 유아의 스마트기기 이용수준의 매개효과를 밝히고자 했다. 이를 위해 만 3∼5세 유아와 그들의 어머니 259명을 대상으로 설문조사를 실시하였다. 수집된 자료는 R version 3.5.1과 Mplus Version 7.4 Base Program Single-User을 이용하여 분석했다. 본 연구의 결과는 다음과 같다. 첫째, 부모의 스마트폰 중독은 유아의 놀이성에 부적인 영향을 미쳤으나 유아의 미디어기기 이용수준에는 정적인 영향을 미쳤다. 그리고 유아의 놀이성에 대해 유아의 미디어기기 이용수준은 부적인 영향을 미쳤다. 둘째, 부모의 스마트폰 중독과 유아의 놀이성의 관계에서 유아의 미디어기기 이용수준도 부분 매개역할을 하는 것으로 나타났다. 본 연구결과는 스마트 기기를 사용할 수밖에 없는 현대인의 삶에서 유아의 스마트기기 이용 수준이 유아의 놀이성에 긍정적인 영향을 미치는 주요한 요인임을 시사한다.

This study aims to contribute to the development of sports wearables. It was conducted by a convergence team of professionals in the fashion industry, kinesiology and sports studies, and computer science and engineering. The purpose of the current study was to design and develop a fabric-type fitness band for a sensor to measure acceleration during jump rope exercises. Computer science and engineering professionals developed the Arduino board and sensor, kinesiology and sports studies provided the necessary exercise protocol, and the fashion industry professionals developed the band. First, a fitness band preference survey was completed by men and women between the ages of 20 and 50. Typical uses of the band included tracking exercise amount as measured by the number of steps taken and calories burned. Strap watch closure, a single color and achromatic color, and soft and smooth touch materials were preferred as band design. Second, two fabric-type fitness bands were designed and developed. Design 1 had a 3-dimensional pocket for the sensor, bright blue color, and stretch binding around the edges and for a loop. Design 2 had a flat pocket for the sensor, achromatic color, mesh binding around the edges and two metal loops. Both designs had Velcro as a closure. Third, wear testing of both bands with the sensor were conducted of 15 women in their 20s. They wore the bands during jump rope exercises. Both bands generally satisfied the participants. The Design 2 band was slightly more satisfying than the Design 1 band.

The purpose of this study is to comparatively examine techniques and expressive characteristics of batik by focusing on the work of DanZhai and that of ZhenNing Buyi. We collected 50 pieces of batik each from Miao and Buyi in Chinese GuiZhouSheng and then analyzed their colors and patterns. The findings show that most of Miao’s batik had deep and soft tones, while that of Buyi most often had blackish tone since the number of dyes in the latter is higher than that in the former. Miao often used patterns expressing animals or animals and plants, while Buyi frequently used geometric ones. An examination of specific motifs demonstrated that butterflies, fish, and flowers were most often used by Miao, while dots, vortexes, lines, and lozenges were frequently utilized by Buyi. For expressive techniques, both Miao and Buyi commonly used simple stylized expression or complex expression combining stylized and geometric techniques. Maio’s motifs were often decoratively expressed with delicate curves, while Buyi’s motifs had simple structures, so pictures were neatly expressed with thick lines and wide and simple planes. For the composition of the motifs, incomplete symmetry between top and bottom and between left and right often appeared in Maio, while in Buyi complete symmetry was frequently shown.

Nail-care services are growing rapidly. If causes for the increase in nail-care service consumption is diversion or self-satisfaction, we can speculate that consumers perform self-care through nail-care services. Nail-care-service consumption should be allowed to increase because of the positive psychological effects such as improving mood or alleviating depressed emotions. Moreover, the psychological effects of nail-care services differ according to consumers’ tendencies. Therefore, this study divides the types of consumers, to investigate whether there is a difference in the psychological effects of nail-care services depending on the types. This study used the questionnaire survey method. Results of the study revealed that the sub-factors of self-esteem, extracted as two factors, were “personal self-esteem” and “social self-esteem”. Consumers were classified according to the sub-factors of self-esteem into four groups. There were differences in the psychological effects of nail-care services according to these four groups. It was found that all groups had psychological effects above the average value. This result indicates that only the degrees of psychological effects differ in accordance with the types of self-esteem, and that psychological effects generally play a large role in all types. Since psychological effects were positive for everyone regardless of their self-esteem, utilizing nail-care services considerably reduces the depression and anxiety of modern people. Nail-care services expected to become the basis of the nail therapy field.

An effective cleaning method for Ni removal in Ni-induced lateral crystallization(Ni-MILC) poly-Si TFTs and their electrical properties are investigated. The HCN cleaning method is effective for removal of Ni on the crystallized Si surface, while the nitric acid treatment results decrease by almost two orders of magnitude in the Ni concentration due to effective removal of diffused Ni mainly in the poly-Si grain boundary regions. Using the HCN cleaning method after the nitric acid treatment, re-adsorbed Ni on the Si surfaces is effectively removed by the formation of Ni-cyanide complexions. After the cleaning process, important electrical properties are improved, e.g., the leakage current density from 9.43 × 10−12 to 3.43 × 10−12 A and the subthreshold swing values from 1.37 to 0.67 mV/dec.

본 연구에서 소비-섭취 시나리오와 온도-시간의 장염비브리오 생육모델을 활용하여 국내 생굴의 병원성 장염 비 브리오균의 위해평가를 실시하였다. 장염 비브리오균의 오염 수준 및 병원성 인자 데이터를 활용하였으며, 국민건강영양조사와 농촌진흥청의 표준레시피를 활용하여 섭취 량을 조사하였고 용량반응관계는 Beta-Poisson모델을 활용하였다. 국내 소비자가 생굴을 섭취할 때 병원성 장염 비브리오균으로 발생하는 위해는 식중독이 주로 발생하는 4월, 10월, 11월에 5.71 × 10−5 (5퍼센타일 2.71 × 10−8, 95퍼센타일 1.03 × 10−4)로 추정되었다. 본 연구에서 생굴의 장염비브리오 위해의 영향인자는 소비시점 생굴의 장염비브리오균의 오염수준, 생굴 섭취량, 병원성 인자(tdh or trh 유전자)의 존재 여부, 상온의 노출온도 및 시간으로 나타났으며 위해관리방안을 제시하였다.

본 연구에서는 국내 유통 중인 농산물 9품목(n = 578)에 대한 납과 카드뮴 함량을 조사하고 이들의 섭취로 인한 위해성을 평가하고자 하였다. 납과 카드뮴의 함량은 마이크로웨이브 분해 후 ICP-MS로 분석하였다. 조사대상 농산물의 납 평균 함량은 각각 보리 0.014 mg/kg, 완두콩 0.010 mg/kg, 강낭콩 0.008 mg/kg, 녹두 0.006 mg/kg, 파인애플 0.008 mg/kg, 살구 0.016 mg/kg, 매실 0.015 mg/kg, 자두 0.021 mg/kg, 대추 0.019 mg/kg이었고, 카드뮴 평균함량은 보리 0.017 mg/kg, 완두콩 0.004 mg/kg, 강낭콩 0.007 mg/kg, 녹두 0.005 mg/kg, 파인애플 0.001 mg/kg, 살구 0.002 mg/kg, 매실 0.002 mg/kg, 자두 0.002 mg/kg, 대추 0.003 mg/kg이었다. 모든 시료의 납, 카드뮴 함량은 EU, CODEX 및 국내 기준보다 낮은 수준이었다. 조사 대상 농산물에 대한 납, 카드뮴의 인체노출량을 산출한 결과, 납은 잠정주간섭취허용량(PTWI, 25 μg/kg b.w./week)의 0.067%, 카드뮴은 월간잠정섭취허용량(PTMI, 25 μg/kg b.w./month)의 0.28%이었다. 이상의 결과는 조사 대상 농산물의 납, 카드뮴 오염도와 이들의 섭취에 의한 위해성이 모두 낮은 수준이라는 것을 보여준다.

이 논문은 추모와 기억이 작동하는 방식에 대한 이론적 논의를 바탕으로 예이츠의 “1916년 부활절 봉기”를 분석한다. 기억과 망각, 기념과 반기념이라는 대립적 개념의 긴장을 통해 희생자들에 대한 예이츠의 양가적이고 분열적인 욕망을 읽어낸다.

Surfactant-wrapped separation methods of metallic and semiconducting single-walled carbon nanotubes (SWCNTs) can result in large changes in intrinsic physical and chemical properties due to electronic interactions between a nanotube and a surfactant. Our approach to synthesize SWCNTs with an electronic feature relied on utilizing carbon nanorings, [n] cycloparaphenylenes ([n]CPPs), which are the fundamental unit of armchair type SWCNTs (a-SWCNTs) that possess a metallic feature without any surfactants. To obtain long tubular structures from [n]CPPs, the host-guest complexes formed with well-aligned [n]CPP hosts and various fullerene guests on a silicon substrate were pyrolyzed under an ethanol gas flow at a high temperature with focused-ultraviolet laser irradiation. The pyrolyzed [n]CPPs were observed to transform from nanorings to tubular structures with 1.5–1.7 nm diameters corresponding to the employed diameter of [n]CPPs. Our approach suggests that [n]CPPs are useful for structure-controlled synthesis of SWCNTs.

A simple, but effective means of tailoring the physical and chemical properties of carbon materials should be secured. In this sense, chemical doping by incorporating boron or nitrogen into carbon materials has been examined as a powerful tool which provides distinctive advantages over exohedral doping. In this paper, we review recent results pertaining methods by which to introduce boron atoms into the sp2 carbon lattice by means of high-temperature thermal diffusion, the properties induced by boron doping, and promising applications of this type of doping. We envisage that intrinsic boron doping will accelerate both scientific and industrial developments in the area of carbon science and technology in the future.

With the development of technology, e-learning has already become popular. According to the National IT Industry Promotion Agency (2016), the total number of e-learning business owners is 1,639, while the market size is 3.4876 trillion won, meaning that it increased by about 1.5 trillion won compared to the market size of 1.9 trillion in 2008. The utilization rate is 58.7%, which is increasing every year. Currently, college students who are actively using e-learning are Net Generation. The Net Generation means a generation that has encountered and has been using digital since birth (Topscott, 2008). As the Net Generation is familiar with the computer, they can use e-learning services without any difficulty. In addition, according to Kim et al. (2014), college students' computer self-efficacy and the score for e-learning acceptance attitude appeared to be significantly higher Unlike the Net Generation that has been familiar with computers and the Internet since birth, the middle-aged and older generation aged between 40 and 50 is the generation to learn about digital media in order to adapt to the changed age (Lee et al., 2012). Although the middle-aged and older generation is not familiar with the use of the Internet and computers, the proportion of using e-learning by the middle-aged and older generation is increasing recently. In the 50s, the e-learning use rate is only 37%, but it is also the generation that growth rate is highest when compared with last year. Among the reasons for not using the e-learning in the middle-aged and older generation, 'interested but not aware of how to use it' was ranked #1 as 26.9% and 24.9%, respectively. In addition, future intentions to use the e-learning by users who do not use it among the middle-aged and older generation between 40 and 50 were 67.4% and 75.2%, respectively, showing that many non-users had intentions to use the e-learning in the future (National IT Industry Promotion Agency, 2016). This shows that the interest and demand for the e-learning in the middle-aged and older generation is high, but those who are in the generation are having difficulty accessing it. As the current middle-aged and older generation who was born in the baby boomer generation is getting closer to retirement, it has a great interest in preparing for old age. Especially in the aging society like now, the 50s are the ages that distinguish between 'ambiguous middle age' and 'extended old age' and that are the time to prepare for life in old age, and the intention of reemployment of the middle-aged and older generation for the preparation of the later years is gradually increasing. In the case of the middle-aged and older generation who is currently looking for re-first because there is not enough old-age income (Kang, 2016). In addition, subsequent re-employment is mainly done in small micro business, skill-related work, and simple labor. Therefore, there is an increasing demand for the preparation for the re-employment as a civil servant who is available to prepare for his/her old age. However, compared to the younger generations in their 20s and 30s, the middle-aged and older students feel a great deal of difficulty in preparing themselves for the civil service examination because they have not studied for a long time, along with technical difficulties. In terms of the quality of Internet e-learning lecture services, it is expected that there will be differences between the younger generation and the middle-aged and older generation due to technical factors and academic factors. Specifically, adult learners are more mature have more diverse needs and expectations, and before anything else, however, they have a sense of responsibility for home and work compared with regular college students. At the same time, they have a clear desire for learning according to specific goals. It has also been found that there are differences in the level of the use of learning strategies depending on the learners' gender, age, and academic background. Therefore, this study has a purpose of comparing the differences in the e-learning acceptance/satisfaction between the middle-aged and older generation and net generation on the basis of technical factors and academic factors by investigating differences in perception and satisfaction with the e-learning and by analyzing the value satisfaction according to age.

Internet communication technology has encouraged social services and media industry to develop in various aspects. Web drama is one of them, which is characterized by mobility, immediacy, and personality, and provided with popular contents regardless of time or place. In addition, it includes various themes such as work, romance, thriller, zombie, and homosexuality. This study aims to examine what web drama characteristics affect consumer behavior. Data was collected from university students in south korea. who are main viewers of web drama. The respondents to this study consist of random sample respondents from college students in their 20s. A total of 200 samples were surveyed, and a voluntary participant. The data are analyzed by the SPSS 21.0. Short running time, convenience, contents diversity, accessibility, review, and grade are defineded as characteristics of web drama. Acording to the analysis of data. Web drama characteristics have a positive impact on reuse intention. Consumer engagement mediates the relationship between web drama characteristics and reuse intention. PPL moderates the relationship between web drama characteristics and reuse intention. The results of this study are expected to provide both the researchers and marketing practitioners with the framework to understand why and how web drama works on watching intention.

The term of culture industry was first presented by Adorno and Horkheimer. In the Culture Industry Theory, culture was explained as products of media (TV, Newspaper, Radio) and markets which were constantly adjusting consumption. And now the culture developed more industrialized in television dramas, movies, pop songs and their associated celebrities and their SNS, TV programs and fashion styles. The customer, especially Young Generation is involved in culture industry more widely, conveniently and closely, such as Web Series. The consumption of Web Series increased with multipliers especially the popular culture in Asia and Young Generation. Accompanied by developing rapidly, fierce competition happened in Web Series Industry. The purpose of this study is exploring what motivations drive Young Generation to Wen Series. This study will try to explore a measurement system of the equity of Web Series based on customer equity theory for estimating the future competitiveness and figure out what motivations drive customer’s perception of Web Series.

Certification labeling is a system which confirms the quality and appropriateness of pr oducts according to the standard set. It is usually evaluated by the third party to assure being reliability. Certification labeling can be used as one of the important sources of i nformation when consumers evaluate the products. Especially, certification labeling gi ves customers trust and confidence about products because the label can be the signali ng that the quality of the products is good. Although certification labeling influences p urchase decision making, many consumers do not trust the labels because of insufficie nt information of certification and distrust in the certifications. As consumers are becoming increasingly concerned about environment and wellbeing, manufacturers are turning a convention product into the production of a sustain able product. Sustainable certification can be environmental cues to evaluate a sustain able product based on the categorization inference. The aim of this research is the inte raction effect among sustainable cues on purchase intention. Consumers tend to perceive organic label of products as high-price. Thus, although they concern environment and well-being, they tend to purchase conventional products more than an organic product. In addition, an organic label can have a positive influence on perceived risk, and then perceived risk may affect purchase intention. However, the product with organic label including traceability may have a negative impact on perceived risk. Therefore, perceived risk can mediate the relationship between the interaction between organic label of products and traceability and purchase intention.

While the portion of manufacturing in the global economy has steadily decreased for past a few decades, that of the service sector has steadily increased. Manufacturing industry needs to have a more competitive strategy in a hyper-competitive environment. More recently, the concept of servitization based ICT has emerged, which is the strategy to increase effectiveness and efficiency of products or services. Servitization is defined as “the offer of integrated packages of products, services, support, self-service, and knowledge to add value to the company’s core business,” according to Vandemerwe and Rada (1988). Servitization is to add the new service function to the existing equipment or the hardware-oriented product in the aspect of a product. Productization is to complement the limitations such as intangibility, inseparability, perishability, variability in the element of service. The two concepts have been regarded as distinctive concepts. In recent years, however, these two ideas have been integrated into a single idea of servitization. Good-dominant logic is based on the idea that the product provides customers with the value which they desire. In the vein, manufacturing products is a productive activity that creates value and increases the wealth of the nation. Therefore, the service may be perceived as being less productive. Service-dominant logic, however, is not a value-in-exchange between a company and a customer but a value-in-use which means “the evaluation of the service experience (i.e., the individual judgment of the total of all the functional and emotional experience outcomes).” In service-dominant logic, service is shown as the means of innovation through systematic methodological procedures including organization, people, and information technology by knowledge. As the concept of customers became more and more important, the product needs to be integrated with service. The research on servitization is expanding to various similar concepts such as product-service system, service science, servicing, and so on. Most of the previous research is focused on service type classification at the strategic level or service at the enterprise level. Moreover, most of them are exploratory research. Despite the need for a deeper understanding of customer needs, the research on servitization in the light on customers is sparse. The purpose of this study is as follows: First, define the concept of servitization experience and develop a tool to measure the servitization experience. Second, in order to verify the construct validity of the servitization experience, we examined whether the servitization experience affects the outcome variables such as value, commitment, retention intention. In order to develop a measurement tool for the servitization experience, the following process was carried out. First, concept and questionnaire items were derived from related studies. Second, field expert interviews were conducted to verify questionnaire items. Third, interviews with academic experts were conducted to verify whether they could be used as actual questionnaire items. Fourth, the questionnaires were collected and the collected data were analyzed to verify the reliability and validity of the measurement tools. The sample for empirical analysis was college students in their 20s and 30s, and a total of 150 responded to the questionnaire. First, reliability analysis and validity analysis were conducted to refine the questionnaire items. Structural equation modeling was performed using the refined Servitization experience questionnaire and a model was constructed using the servitization experience as an exogenous variable, with value, commitment, and retention intention as endogenous variables. As a result of the empirical analysis, it is confirmed that the sub - factors of servitization experience consist of four types of integrated product and service, customized servitization, relational servitization and playful servitization. Reliability and validity were satisfied. Through this study, we can contribute to the empirical study of servitization by developing a scale to measure servitization experience. Thus, the purposes of this study are to identify the servitization experience factors that companies should consider in marketing strategy, to grasp the relationship between servitization and customer retention.

Despite the importance of retail atmospherics documented in the literature, little empirical research has been done on the issue of what specific aspects of retail atmospherics can enhance experiential marketing. Therefore, the primary purpose of this study is to compare the effect of product display (lifestyle vs. product-centric) on consumer satisfaction and retail patronage intentions. In so doing, this study examines the mediating role of hedonic shopping experiences operationalized through 3 separate subdimensions (i.e., brand experience, shopping enjoyment, and cognitive pleasure) while controlling a brand effect (i.e., testing two types of product display in a single brand context). Demminga et al. (2012) state that lifestyle display is a cross-merchandised, integrated, aesthetically attractive theme or scene through which consumers could envisage themselves in the scene or nature. On the other hand, product-centric display does not necessarily present a coherent theme. Instead, this type of product display is frequently used in a traditional retail format focuses on merchandise presentation appealing to target customers (Foster and Mclelland, 2015). This study was conducted using two product display stimuli: lifestyle and product-centric displays in the context of a specialty apparel store, Anthropologie. One image of Anthropologie was selected as a lifestyle display because it contained a thematic prop, which illustrates a natural scenario in that store. The results showed that the lifestyle display creates higher brand experience, shopping enjoyment, cognitive pleasure, satisfaction, time spent, and patronage intentions compared to the product centric display. This study provides empirical evidence supporting the importance of experiential marketing. Theoretically, this study demonstrates that lifestyle display could be applied in an apparel store. Rather than focusing only on products retailers could easily develop thematic props in a store because they are easy to set up, cost-effective, and less time-consuming. By setting up a lifestyle display, retailers could easily differentiate their brands from other competing brands.

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.