Introduction Customer co-creation – customers‘ active participation and interaction with the company during their consumption processes, has gained increasing attention in tourism industry (Bertella, 2014; Chathoth et al., 2016; Campos, 2015). For example, Finnair and Helsinki airport invited passengers to workshop for co-developing new service concepts to improve passenger experience (Loukas, 2013). Despite of the increasing enthusiasm at the firm‘s side, customers do not necessarily share the mindset and feel ready for cocreation. The success of value co-creation greatly depends on continuous collaboration between customers and companies (Chathoth et al., 2013), making knowledge regarding customers‘ engagement in value co-creation essential. However, insufficient research attention has been devoted to theorize and empirically investigate the drivers of cocreation behavior in tourism (Grissemann & Stokburger-Sauer, 2012). To address this research gap, we draw on the organizational socialization theory (Van Maanen & Schein, 1979) to propose and empirically test customer education as driving factor for tourists‘ co-creation behavior during their tours. Additionally, we propose customer readiness as a mechanism mediating the effect of customer education on value co-creation behavior, while such effect should depend on tourists‘ involvement with tourism. Background and hypotheses development Organizational socialization refers to the process by which a newcomer gradually absorbs values, abilities, expected behaviors, and necessary social knowledge for assuming an organizational role and for participating as an organizational member (Louis, 1980, p. 229–230). Similar to the organizational socialization perspective, customer socialization characterizes how customers develop skills, knowledge, and attitude relevant to the marketplace (Ward, 1975), which offers a lens to explain how service providers can assist customers and behave as effective co-creators in the service system (Claycomb, Lengnick-Hall, and Inks, 2001). Büttgen et al (2012) demonstrated that customer socialization by training tactic has more important influence on consistent beliefs of service quality than prior reinforcement experiences, which engenders co-production motivation, in turn, leading to coproduction behavior as distal outcome of the socialization tactic. Previous studies suggest favorable customer outcomes to derive from the provision of customer education (Damali et al., 2016). Thus, this study proposed customer education as a socializing tactic, which is mediated by customer readiness for co-creation, to determine tourists co-creation behavior. The concept of co-creation has gained increasing attention in tourism literature, which is often described as the tourist‘s active participation, engagement and interaction during the consumption experience (e.g., Bertella, 2014; So et al., 2014). As Prahalad and Ramaswamy (2004, p. 8) stated, cocreation is ―the joint creation of value by the company and the customer, allowing the customer to co-construct the service experience to suit her context‖. Indeed, creating a favorable, memorable experience involves not only the service providers but also the tourism customers because customers are always the value co-creator (Vargo and Lusch, 2004). Challagalla and colleagues (2009) posit that firms can reach out to contact the customers to provide service after a sale is complete, rather than respond upon the customer‘s requests. In specific, Challagalla and et al. (2009) suggest the proactive service initiatives to consist of three dimensions, namely proactive prevention, proactive education, and proactive feedback seeking. In this study, the three key forms of proactive post-sales services proposed by Challagalla et al. (2009) provides a foundation that helps us to conceive customer co-creation behavior and define the dimensions underlying customer co-creation behavior of tourism services. Customer education, according to Meer (1984), involves learning activities that are organized and sustained by a firm to impart attitudes, knowledge or skills to customers or potential customers. Meanwhile, customer co-creation readiness (CCR) as a customer‘s condition or state in which he/she feels prepared to collaborate with service provider in value co-creation behavior, indicated by role clarity, ability and motivation to co-create (Meuter et al., 2005). Proper socialization process helps customers understand the product or service process as well as their role in performing service tasks, which not only could prevent customer‘s disruptive behaviors during the service process but also facilitate service flow and productivity (Rollag, 2012). Taken together, we propose the following hypotheses: H1: customer education will have a positive effect on customer co-creation behavior H2: Customer co-creation readiness will mediate the positive effect of customer education on customer co-creation behavior. Further, we postulate that tourist‘s product involvement is a boundary condition that constrains the positive effect of customer socialization. Socialization process does not always have much weight on tourists because the influence of socialization on each individual depends on tourists‘ individual characteristics (Van Maanen & Schein, 1979). Some tourists are highly interested in traveling whereas some consider traveling as a dessert in their meal. In line of this sense, we suggest the following hypothesis: H3: Product involvement will negatively moderate the mediation effect of customer co-creation readiness on co-creation behavior. Methodology The survey was posted on several well-known travel forums and referral networks. After eliminating invalid surveys, the authors obtain 300 valid questionnaires. Table 1 presents the sample characteristics. Customer education are measured by four items adapted from Bell and Eisingerich (2007). Product involvement depicts a customer‘s inherent needs, values, and interest towards tourism and is measured by ten items from Zaichkowsky (1985, 1994). Customer co-creation readiness is measured as a reflective first-order and reflective second-order construct by three dimensions: role clarity, ability, and motivation with 12 items adapted by Dellande et al. (2004) and Meuter et al. (2005). Customer co-creation behavior is measured as a reflective second order and reflective first order construct constituted by three dimensions of co-creation behavior with 12 items developed based on the review of concerns in the pre-site, on-site and post-site from several famous travel agencies. Results Measurement validation of constructs from construct reliability, convergent validity to discriminant validity were examined; and the results are provided in the table 2, indicating measurement validation requirements are satisfactory. Then, hypotheses testing was performed. In each analysis, we control variables, including customer gender, previous transaction experience with the travel agency (EP), and social desirability (SD), which are expected to have potential influence on co-creation behavior. H1 predicts a positive relationship between customer education and value co-creation. In support of H1, the analysis shows that customer education positively relates to co-creation of customers (β = 0.272, p = 0.043, R2adjusted= 0.292). Gender (β =-0.170, p<0.001) and SD (β =0.141, p=0.011) are negatively and positively related to customer co-creation behavior respectively. To test the mediating effect of customer readiness on the relationship between customer education and customer co-creation behavior, we used the PROCESS Macro (model 4) developed by Hayes‘s (2013) and estimated the effects with a bootstrap sample of 5000 cases. The indirect effect test indicates that customer education had a significantly positive effect on customer co-creation via the mediation of customer readiness for co-creation (0.312; 95% bootstrap CI [0.157, 0.517]) because the confidence interval did not include zero. The results support H2. Gender also has a significant effect on customer co-creation (β =-0.189, p <0.05). H3 postulated that product involvement will moderate the mediation effect of customer readiness. We used the PROCESS macro model 8 established by Hayes (2013) to test the moderated mediation. The conditional indirect effect test shows that customer readiness significantly mediates the influence of customer education on customer co-creation behavior, regardless of the level of product involvement (zero was not included in the confidence intervals). Nonetheless, customer education on customer co-creation behavior via customer readiness is significant and stronger in low level of product involvement (0.281; 95% bootstrap CI [0.186, 0.398]) but weaker in high level of product involvement (0.128; 95% bootstrap CI [0.029, 0.256]). Therefore, H3 is supported. Among the controlled variables, gender is the only significant predictor of customer co-creation behavior (β =-0.158, p<0.05). In a summary of dominant results of control variables, gender is significant in all three of the tested hypotheses; particularly, female shows a higher level of co-creation behavior than male. Conclusion we introduced organizational socialization theory to the literature on co-creation of tourism context and explored the effect of firms‘ education effort to socialize customers in co-creation activities. We found customer education as a socialization tactic and then conducting an empirical study by collecting data from several travel agencies to investigate the effect of firms‘ socialization tactic on customer co-creation. The results suggest that customer education could promote customer co-creation through customer readiness as a mediator. We also investigated whether the effect of socialization tactic differs on the different levels of product involvement. The results show that customers with high involvement were less influenced by customer education than those with low involvement.

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.

Employee innovation is critical to business success and draws knowledge and ideas from customer engagement (CE). In particular, customer interaction, a key aspect of CE, offers opportunities for, and act as a source of, hotel employees’ innovative behaviors (Jaakkola & Alexander, 2014; Li & Hsu, 2016). Focusing on the hotel industry, this study investigates the role of customer interaction, positive affect, and employee motivations in enhancing employees’ innovative behaviors. A structural model was developed based on relevant literature and pilot tested on data collected via a quantitative survey of 196 hotel employees who were in a position requiring interactions with customers. The findings provide support for the proposed model and suggest customer interaction, positive affect, and intrinsic and extrinsic motivations as influential factors impacting on employees’ innovative behaviors directly and/or indirectly. This pilot study forms the basis of a larger project modeling the customer interaction - employee innovation relationship (findings to be presented at the conference). The study contributes to the limited literature on innovation through enhancing CB and employee emotional welfare, addressing the call to strengthen research on the antecedents and outcomes of CB (So, King, Sparks, & Wang, 2016). Practically, the results highlight a need for hotels’ benefit and reward systems to incorporate measures of employee performance in relation to CB.

Inspired by the success of the Dove real beauty campaign, companies such as Amazon Fashion, Nike and Walmart have started to adopt authentic branding strategies, i.e., strategies based on the use of ordinary looking models to reflect real consumers in brand communications (e.g., Zombeck, 2015). Authentic branding is an alternative to the strategy of aspirational branding, where companies use “attractive” models to communicate that consuming their brands will bring consumers closer to an idealized view of themselves (e.g., being an attractive person like the models in the ads; D'Alessandro and Chitty, 2011). However, the body of evidence on their superiority over aspirational strategies is inconclusive. We expand knowledge on aspirational vs. authentic branding strategies by focusing on a new context of major economic importance for brand marketers, China, as well as by testing the moderating effect of a to date not considered contingency: local vs. foreign brand origin perceptions (i.e., low vs. high perceived brand foreignness). Data was gathered through an online survey of non-student consumers based in China recruited through Qualtrics online survey panels (n=623). Tests of reliability, convergent and discriminant validity of the measurement models deliver overall satisfactory results. R2 and Q2 values demonstrate that the tested models show good explanatory power and predictive relevance of emotional brand attachment (R2 = 0.699 to 0.759; Q2 = 0.527 to 0.696). Results support H1, as authentic branding has a positive effect on emotional brand attachment (β = 0. 293, p < 0.001), thus adding support to the efficacy of authentic branding strategies across West and East. Results also support H2, as aspirational branding has a positive effect on emotional brand attachment (β =0.598, p < 0.001). These findings support recent evidence from the UK and USA (e.g., Japutra et al., 2017) yet are out of line with recent studies in Switzerland and India, which fail to support this link (e.g., Malär et al., 2011). Results support H3, as aspirational branding has as stronger effect on EBA than authentic branding (t = 4.603, p < 0.001). Our findings question recent evidence suggesting a generic superiority of authentic over aspirational branding (e.g., Japutra et al., 2017). Results support H4, as for brands perceived as local, the effect of aspirational branding on EBA is significantly stronger than that of authentic branding (t= 4.125, p < 0.001). Thus, results support the notion that brands low on social signalling value, i.e., those perceived as local, can develop stronger attachment with consumers when they employ aspirational strategies. Finally, results do not support H5, as the data shows that for brands perceived as foreign, aspirational branding (β = 0.536, p < 0.001) still has a significantly stronger effect (t= 2.123, p < 0.05) on EBA than authentic branding (β =0.339, p < 0.001). In other words, brands perceived as foreign can still benefit from conveying aspiration over authenticity.

With the rapid development of network economy and information technology, customers through the internet platform to participate in product development and innovation, dominant the spread of value proposition engagement spread, etc., has become an important part of the creation of customer assets, as well as a profound change in brand management. This paper constructs a model of how the brand experience affects customer assets in the virtual branding community under the perspective of value co-creation, analysis the impact of value co-creation of customer participation (sponsored value co-creation and autonomous value co-creation), the motivation of value co-creation on brand experience, and then on customer assets. This paper also explores the regulatory effect of value proposition engagement in brand experience and customer asset. This study will use the involvement theory and the theory of stimulus-response for empirical research, and through the questionnaire survey of consumers, using SPSS20.0 and AMOS20.0 statistical software on the relevance of relevant variables to grasp, and carries on the analysis using structural equation model. The research of this paper will enrich the exposition and explanation of building a brand experience better through value co-creation in virtual brand community, and provide theoretical support and practical advice for the implementation and management of customer assets.

China, with its rapid growing wealthy consumers, is increasingly becoming a major market for luxury brands and products. It is believed that the growing consumption of wildlife products in China is one of the key factors in the acceleration of global extinction of endangered species. It is certainly not an easy task to reveal consumers’ true motivations behind their purchase, but is even tougher to change their behavior. In the field of wildlife conservation, despite many efforts so far have been made to de-market the consumption, the results are not encouraging. This study is designed to fill the research gap by treating ivory purchase as a type of luxury product purchase in China. Through studying the behavior and its underlying values and motivations, this research is aimed to identify effective communication strategies to curve the ivory consumption in China. Pretest among small groups was first conducted for the purpose of scale validity evaluation. A random stratified sample was obtained from an online panel in China in January 2018. Total 600 usable samples were obtained. The data analysis showed a strong and positive relationship between power distance and materialism; power distance and negative attitude toward social media. Materialism/collectivism is found a strong predicator of positive attitude toward social media and social media usage. While ivory likely buyers associate uncertainty avoidance with materialism and positive attitude toward social network, ivory purchase rejecters demonstrate a positive relationship between long term orientation and materialism; long term orientation and positive attitude toward social media. Based on the strong relationships between materialism and social media usage we found form this study, it is recommended to design a social media campaign to dissociate ivory products from social status; and to associate social status with healthier, greener alternatives (e.g., Tesla car). Advocating desired behavior (e.g., charitable works to save elephants in Africa) in social media and de-advocating the undesired behaviors by celebrities on TV (e.g., ‘No Trading - No Killing’ campaign by YaoMing) is likely to work for likely ivory buyers.

Ever since the notion of a sharing economy was highlighted by Time Magazine as one of the ten ideas that will one day change the world, there has been a significant increase in scholarly attention dedicated to investigating the impact sharing economies will have on individuals, organizations and society as a whole. Particularly, sharing economy has revolutionized the landscape of the tourism industry through Airbnb (Fang, Ye, & Law, 2016). Academic research has focused on studying consumption practices and behaviors from a recipient perspective, but relatively little attention has been given to understand what impacts sharing economy has, from a sharer point of view (Fagerstrøm, Pawar, Sigurdsson, Foxall, & Yani-de-Soriano, 2017). Specifically, the existing literature has yet to explore in what ways and to what extent sharers are engaged with sharing economy platforms, and explore what consequences accrue from engaging in sharing economy activities. As a result, this paper seeks to fill this gap by proposing a framework drawing on self-determination theory (SDT), in conjunction with a tourism well-being perspective to examine how sharers’ perception of extrinsic rewards indirectly influences their well-being through the mediating role of engagement in tourism sharing economy activities. Data from Airbnb hosts in London were analyzed through PLS. The findings show that hosts’ engagement with Airbnb fully mediates the relationship between extrinsic rewards and their wellbeing. In other words, extrinsic rewards from using the sharing platform have a positive effect on sharers’ engagement in sharing economy activities (Tussyadiah & Pesonen, 2016; Guttentag, 2015). In turn, engagement in sharing economy activities has been found to have a positive effect on the sharers’ well-being (Kim, Uysal, & Sirgy, 2013; Ganju, Pavlou, & Banker, 2016). The paper has some important managerial implications.

This paper examines the effects of narrowed social distance with celebrity endorsers (i.e., via close relationship categories) and their origin (i.e., local or international) on consumer evaluations towards their endorsed advertisements. It is proposed that employing a relational approach in celebrity endorsement where celebrities are framed as sociallyclose personae leads to increased attitudes toward the advertisement. A pilot test on actual advertisements and three laboratory studies show that the celebrity endorsement is more effective when the advertisement features the celebrities as socially-close personae than when they are more distant; and these effects are more pronounced when the celebrity is local than foreign. Finally, the study proposes that consumer self-referencing towards celebrities mediates these effects. Anchored on construal level and social identity theories, implications on relational approach in celebrity endorsements and on international marketing communications are discussed complementarily with Asian culture inherently subscribing to relational celebrity endorsements.

This study aimed to investigate the influence of walking on crural muscle tone and stiffness in individuals with bilateral pronated foot. This study consisted of 16 healthy male. Subjects were divided into a pronated foot group (n = 8) and a normal foot group (n = 8). The navicular drop test on both foot and muscle tone and stiffness in tibialis anterior muscle, medial gastrocnemius muscle, and peroneus longus muscle of both lower extremities were measured before and after 30 min of walking. In this study, the measured navicular drop test before walking was significantly different between pronated foot group and a normal group(p < .05). After 30 min of walking, significantly, increased medial gastrocnemius muscle stiffness of the non-dominant leg was found in the pronated foot group (p < .05). However, there was no significant difference in medial gastrocnemius muscle stiffness between the two groups (p > .05). Based on this study, pronated foot needs to be managed to prevent the abnormally increased medial gastrocnemius muscle stiffness.

Subsurface cavities in the asphalt pavement which can cause road depression and cave-in accidents influence on the safety of pedestrians and vehicle drivers in the urban area. The existence of subsurface cavity can increase the tensile strain at the bottom of asphalt layer which is an indicator of fatigue cracking potential, and leads to the weakening of the pavement structural capacity. In this study, the finite element (FE) analysis was conducted to examine the relationship between the critical pavement responses and influencing factors, such as cavity depth and size, asphalt layer thickness, and asphalt concrete modulus. The surface deflections and tensile strains calculated from the ABAQUS FE program were compared to those from ILLIPAVE. It is found from this comparison that there are a good relationship between two analysis results. A three dimensional finite element model which is essential to simulate the hexahedral cavity were used to generate the synthetic database of critical pavement responses. To validate the developed model, the deflection data obtained from field Falling Weight Deflectometer (FWD) testing in four different locations were compared to FE deflections. It is found that the center deflections obtained from the FWD testing and FE analysis are similar to each other with an error values of 2.7, 4.4, 5.5, and 11.9 % respectively. The FE model developed in this study seems to be acceptable in simulating actual field cavity condition. On the basis of the data in the database, various analyses were conducted to estimate the effect of influencing factors on the critical pavement responses. It was found that the tensile strain at the bottom of asphalt layer is affected by all the factors but the most affected by the cavity depth and asphalt concrete modulus. Further studies are recommended to properly account for the effect of cavity’s geometry to pavement response.

An electroless deposition method was used to modify the surface properties of rice husk ceramic particles (RHC) by depositing nano-nickel on the surface of the RHC (Ni-RHC). The dry tribological performances of aluminum matrix composite adobes containing different contents of RHC and Ni-RHC particles have been investigated using a micro-tribometer. Results showed that the Ni–RHC particles substantially improved both the friction and wear properties of the Ni-RHC/aluminum matrix adobes. The optimal concentration was determined to be 15 wt% for both the RHC and Ni–RHC particles. The improvements in the tribological properties of aluminum adobes including the Ni-RHC were ascribed to frictioninduced peeling off of Ni coating and formation of protection layer on the wear zone, both of which led to low friction and wear volume.

The purpose of this study was to examine the effects of combined respiratory physical therapy on respiratory function, spinal curve and spinal mobility for community-dwelling elderlies with restrictive lung diseases. In total, 10 patients participated in an 8-week intervention program of thoracic cage mobilization and breathing exercise in combination. The results of the study are as follows: for respiratory function, the forced expiratory volume in 1 second (FEV1), forced vital capacity(FVC), and FEV1/FVC were significantly improved to .30±0.31ℓ, .46±.42ℓ, and 18.10±11.39%, respectively (p<.05). For spinal curve, the thoracic curve and the lumbar curve were improved significantly to -2.20±1.40° and -1.20±1.14°, respectively (p<.01). For spinal mobility, the thoracic flexion (3.40±2.99°), thoracic extension (3.50±1.43°), lumbar flexion (4.50±4.74°), and lumbar extension(- 1.50±1.84°) were all significantly improved (p<.05). These findings indicate that thoracic cage mobilization and breathing exercise in combination improve the respiratory function, spinal alignment, and spinal mobility in elderly people with restrictive lung diseases,

The purpose of this study was to measure the mean peak mobilization forces to the lumbar spine 1-3 with grade III and grade IV of posteroanterior (PA) mobilization. Twenty subjects with no history of Lumbar back pain (LBP) (10 female, 10 male) with a mean age of 24.1 years (SD = 6.0) were recruited for the study and PA mobilization were performed in each spine and the therapist took approximately 2.5s to complete mobilization. In the results, applied grade IV force showed no different according to each segment in LS1, LS2, LS3, however, there are distinct differences between LS1 and LS2, LS1 and LS3 during mobilization with grade III force. This study suggested that the mean peak force of the grade III and grade IV mobilization in the L1-L3 was almost similar each other.

Since its founding in 1949, the People’s Republic of China has acceded to more than 300 multilateral treaties. Among them, China made reservations to 83 treaties, accounting for nearly 27.7 percent of the total. Evidently, for China, formulating reservations to multilateral treaties is an issue of vital importance in the process of concluding and executing multilateral treaties. This paper examines the three main reasons why China inclines to formulate reservations to the treaties, then argues that the reservations formulated by China, whether in procedure or in substance, are not only in full conformity with the 1969 Vienna Convention on the Law of Treaties, but also full of Chinese characteristics. This paper also analyzes several specific reservations that China shall withdraw, and addresses the limitations of China’s existing treaty reservation system. Accordingly, this paper concludes that the Chinese government should improve and perfect its treaty reservation system with some suggestions.

Light is a necessary environmental factor for stroma formation and development of Cordyceps militaris, a well-known edible and medicinal fungus. In this study, photo morphogenesis and the blue-light receptor gene were studied using five representative strains of C. militaris. The results suggest that light was essential for colony pigmentation and could promote conidia production. Cmwc-1 gene inactivation results in thicker aerial hyphae, disordered fruit body development, a significant reduction in conidial formation, and carotenoid and cordycepin production. These characteristics were restored when the ΔCmwc-1 strains were hybridized with wild-type strains of the opposite mating type. A genomewide expression analysis revealed that there were 1042 light responsive genes in the wild-type strain and only 458 in the ΔCmwc-1 strain. Among five putative photoreceptors identified, Vivid, cryptochrome-1, and cyclobutane pyrimidine dimer photolyase are strongly induced by light in a Cmwc-1- dependent manner, while phytochrome and cryptochrome-2 were not induced. The transcription factors involved in the fungal light reaction were mainly of the Zn2Cys6 type. CmWC-1 regulates adenylosuccinate synthase, an important enzyme for adenosine de novo synthesis, which could explain the reduction in cordycepin production. Some G proteincoupled receptors that control fungal fruit body formation and the sexual cycle were regulated by CmWC-1, and the cAMP pathway involved in light signal transduction in N. crassa was not critical for the photoreaction in the fungus here. A transcriptional analysis indicated that steroid biosynthesis was more active in the ΔCmwc-1 strain, suggesting that CmWC-1 might switch the vegetative growth state to primordia differentiation by suppressing the expression of related genes.

The aim of the present study was to investigate the effects of unilateral shoulder bag weight and heel heights on trunk muscle activities. This study recruited 40 healthy women in their twenties. Electromyography activities of rectus abdominis muscle, external abdominal oblique muscle, internal abdominal oblique muscle and erector spinae muscle during standing position were measured using a surface electromyography system. The overall muscle activities of the trunk muscles were significantly increased in the contralateral trunk muscles (p<.05). Inaddition, the trunk muscles overall activities on the contralateral side without the shoulder bag was positive correlation with the heel height and unilateral shoulder bag weight (p<.05). Both high-heeled wear and unilateral shoulder bags are fashion items that cause asymmetry in the trunk muscles of women in their twenties. These findings suggest that the increase in the weight and heel height of the unilateral shoulder bag in women cause asymmetry of trunk muscle activities.

The purpose of this study was to identify the immediate effects of Maitland joint mobilization with kinematic taping in subacromial impingement syndrome patients. The Maitland joint mobilization was applied glenohumeral joint. The mobilization was performed at the end of rage to Grade IV. After that, kinematic tape was attached to shoulder joint (supraspinatis, infraspinatis, and trapezius muscles). The intervention period was four days. The measurement was done five times. The shoulder pain, range of motion (flexion, abduction, and rotation of the shoulder joint), muscle tone and stiffness (upper trapezius and deltoid muscle) were measured. The shoulder pain decreased. The range of motion (ROM) was increased all flexion, abduction, and rotation of the shoulder joint. Muscle tone and stiffness were decreased, especially upper trapezius of those was greatly decreased. The findings of present study suggest that Maitland joint mobilization with kinematic taping is effective in decreasing pain, muscle tone and stiffness, and in increasing shoulder ROM in patients with subacromial impingement syndrome.